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Influences of Macau Visitor Expectations on Purchase and Behavioural Intention: Perspectives of Low-cost Carrier Passengers

Author

Listed:
  • Chia Hsin EuseBio Leou
  • Suk Ha Grace Chan
  • Yang Marco Li
  • Yang Carol Song

Abstract

In today’s highly competitive environment, air transport is crucial to tourism development. A destination marketer must understand the reasons that affect visitors’ purchase behaviour to facilitate service quality. This study aimed to provide specific clues to understanding the low-cost airline (LCA) business in a broad context and to present a holistic perspective of the buying behaviour of low-cost carrier (LCC) passengers. Through its investigation of the motivations of LCC passengers, it found that the main determinants of passengers’ behavioural intentions rested on the values of these passengers and their satisfaction with the destination. This study adopted a qualitative approach in which 30 individuals who travelled to Macau within the last 6 months were interviewed. According to the results, the destination of Macau had a significantly positive effect on the visitors’ purchase intentions. Recommendations for destination marketers are identified in this study.

Suggested Citation

  • Chia Hsin EuseBio Leou & Suk Ha Grace Chan & Yang Marco Li & Yang Carol Song, 2016. "Influences of Macau Visitor Expectations on Purchase and Behavioural Intention: Perspectives of Low-cost Carrier Passengers," International Business Research, Canadian Center of Science and Education, vol. 9(10), pages 127-139, October.
    • Handle: RePEc:ibn:ibrjnl:v:9:y:2016:i:10:p:127-139
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    References listed on IDEAS

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    3. O’Connell, John F. & Williams, George, 2005. "Passengers’ perceptions of low cost airlines and full service carriers: A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines," Journal of Air Transport Management, Elsevier, vol. 11(4), pages 259-272.
    4. Lo, Ada S. & Lee, Candy Y.S., 2011. "Motivations and perceived value of volunteer tourists from Hong Kong," Tourism Management, Elsevier, vol. 32(2), pages 326-334.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    visitors; Macau; expectation; purchase and behavioural intention; low-cost carriers;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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