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Investigation Of Factors For Choosing An Air Airline Brand: Comparison Of Business And Tourist Travelers

Author

Listed:
  • Zoran Krupka

    (University of Zagreb, Faculty of Economics and Business, Department of Marketing)

  • Iva Zelenika

  • Goran Vlasic

    (University of Zagreb, Faculty of Economics and Business, Department of Marketing)

Abstract

The main purpose of this paper is to investigate the factors important for choosing an airline brand and to determine whether there is a difference between the segments of business and tourist travelers. The research was conducted on a convenience sample of 284 respondents. The results show that price, in-flight service quality and brand reputation are the most important factors when choosing an airline brand for both business and tourist travelers. In addition to that, the cabin crew's ability to handle unforeseen situations and their empathy are also important in the process of choosing an airline brand. Likewise, the research showed that loyalty programs are the least important of all the observed factors. There are differences in attitudes between the business segment and the tourist segment of travelers regarding numerous factors and characteristics of services.

Suggested Citation

  • Zoran Krupka & Iva Zelenika & Goran Vlasic, 2025. "Investigation Of Factors For Choosing An Air Airline Brand: Comparison Of Business And Tourist Travelers," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 34(2), pages 483-500, november.
    • Handle: RePEc:avo:emipdu:v:34:y:2025:i:2:p:483-500
    DOI: 10.17818/EMIP/2025/24
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    Keywords

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    JEL classification:

    • L93 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Air Transportation
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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