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Airline choice by passengers from Taiwan and China: A case study of outgoing passengers from Kaohsiung International Airport

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  • Chen, Hsi-Tien
  • Chao, Ching-Cheng

Abstract

Understanding what factors passengers consider when selecting an airline is critical, as airlines can utilize this information in market segmentation and marketing strategies. However, few studies have explored how passenger demographics and the nationality/type of carrier (full service or low-cost; regional or international) affect the choice factors of passengers when selecting airlines. The main objective of this study was to explore the airline choice factors considered by passengers, compare the choices of passengers with different demographics, and analyze which factors are emphasized by passengers from Taiwan and China when selecting airlines. We conducted a questionnaire survey of outgoing passengers at Kaohsiung International Airport in relation to 22 factors underlying their choice of airline. Using factor analysis, we identified the five factors: ground services, convenience, in-flight services, price, and travel availability. We then utilized cluster analysis to identify four groups, each concerned with price, comfort, convenience, and ground services, respectively. Nationality, age, income, flying frequency, and purpose of travel lead to differences in deciding which factors were considered by cross-strait passengers. Passengers of different nationalities concerned with different factors when selecting airlines. Our findings can add to the completeness of existing research as well as provide airlines with reference in developing marketing strategies for different customer groups.

Suggested Citation

  • Chen, Hsi-Tien & Chao, Ching-Cheng, 2015. "Airline choice by passengers from Taiwan and China: A case study of outgoing passengers from Kaohsiung International Airport," Journal of Air Transport Management, Elsevier, vol. 49(C), pages 53-63.
    • Handle: RePEc:eee:jaitra:v:49:y:2015:i:c:p:53-63
    DOI: 10.1016/j.jairtraman.2015.08.002
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    Cited by:

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    8. Zhou, Heng & Norman, Richard & Xia, Jianhong(Cecilia) & Hughes, Brett & Kelobonye, Keone & Nikolova, Gabi & Falkmer, Torbjorn, 2020. "Analysing travel mode and airline choice using latent class modelling: A case study in Western Australia," Transportation Research Part A: Policy and Practice, Elsevier, vol. 137(C), pages 187-205.
    9. Chiambaretto, Paul, 2021. "Air passengers’ willingness to pay for ancillary services on long-haul flights," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 147(C).
    10. Patricia Lippitt & Nadine Itani & John F. O’Connell & David Warnock-Smith & Marina Efthymiou, 2023. "Investigating Airline Service Quality from a Business Traveller Perspective through the Integration of the Kano Model and Importance–Satisfaction Analysis," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
    11. Shetty, Pavithra Kumari & Aithal, Sreeramana, 2020. "Growth & Fate Analysis of Mangalore International Airport – A Case Study," MPRA Paper 102878, University Library of Munich, Germany.
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    14. Jing Yu Pan & Dothang Truong, 2021. "Low cost carriers in China: passenger segmentation, controllability, and airline selection," Transportation, Springer, vol. 48(4), pages 1587-1612, August.
    15. Kalakou, Sofia & Moura, Filipe, 2021. "Analyzing passenger behavior in airport terminals based on activity preferences," Journal of Air Transport Management, Elsevier, vol. 96(C).
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    18. Laura DIACONU (MAXIM), 2021. "The behaviour of airlines’ passengers in the context of COVID-19 pandemic," CES Working Papers, Centre for European Studies, Alexandru Ioan Cuza University, vol. 13(2), pages 230-242, July.
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    23. Yanbin Long & Peter Belobaba, 2024. "Airline revenue management with segmented continuous pricing: methods and competitive effects," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 23(1), pages 14-27, February.

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