A Study of the Consumers Purchase Travel Products Produced by Airlines Alliance

• Main Authors: Ting-Fang Hsieh, 謝婷芳
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/15803923970645661669

碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 99 === The purpose of this study is to investigate the extent of consumers’ awareness, demand, and intention of purchase towards products of airline strategic alliances (ASA). To attain the purpose mentioned above, a self-developed questionnaire entitled “Inventory of Airlines Alliance Traveling Products” was used for data collection. Five hundred copies of the questionnaire were delivered to passengers who were waiting for boarding in departure terminal of Taoyuan International Airport in TAIWAN during February to March 2011 time period. The valid response rate was 75.6% with 378 responses. The SPSS12.0 software was used for data analysis including factor analysis, descriptive statistics, t test, ONEWAY ANOVA, eta series and chi-square test. Consequently, four conclusions are drawn as follows: 1. The advantageous products of ASA are categorized to four aspects: effective and efficient flight and route networking, preferential to elite members, enjoyment VIP service in airport lounge, and benefits promotion for regular guests. 2. Consumer demand for products airlines alliance significantly higher than the awareness of the products; 3. With regard to purchase intention, main findings are as follows: (1)The core purpose of purchase flight tickets is dominated to take relaxing breaks (80%). (2) The priority of airline selection focuses on flight fare (76%), flight safety record (74%) and landing on time (56%). (3) Consumers acquired airline or flight information are from website (61%), relatives or friends (50%), and travel agency (46%). (4) As to booking channels, consumers prefer the traditional travel agency (52%) to online travel agency (32%). 4. There are existed significant differences on consumers’ demand for products of ASA among the age, education level, income, occupation, rank order, and class selection of cabin with exception of gender and membership.