Factors affecting travel intention and purchase behavior of airline passengers: the mediating role of promotional discounts in airline tickets

This study examines the impact of social media exposure to promotional discounts on the travel intentions and purchasing behaviours of Millennials and Generation X airline consumers in the National Capital Region (NCR), Philippines, as social media and technology increasingly serve as vital instruments in the airline industry's marketing and promotional sales strategies. Due to the existence of studies on this topic elsewhere, there is a paucity of research and statistics available to reflect the current state of the Philippine aviation business. Considering that airlines are gradually rebounding from the challenges posed by the early pandemic and the tourism business is currently thriving, the researchers found it compelling and recognised the potential for more investigation on this topic. The researchers conducted an analysis of data from 390 respondents using PLS-SEM, revealing that social media exposure does not directly affect travel intentions, although both brand image and promotional discounts do have an influence. Travel intentions serve as significant indicators of purchasing behaviour. Promotional discounts act as an essential intermediary between social media visibility and brand perception regarding travel intentions. These findings underscore the significance of integrating Promotional Discounts into social media and branding efforts to effectively enhance customer Travel Intention. Scholars and researchers may significantly benefit from the conceptual framework and findings of the present study. Additional investigation into the interrelations among the elements may enhance the economic resilience of the tourism and airline industries during a pandemic. The findings indicate that promotional discounts serve as a mediator; therefore, marketers and decision-makers in the tourism sector should explore strategies to enhance their advertising and marketing approaches to boost travel intentions and foster business growth. Key Words:Social Media Exposure, Brand Image, Promotional Discount, Travel Intention, Purchase Behavior