| Summary: | 碩士 === 國立高雄餐旅大學 === 觀光研究所 === 107 === In today's booming global aviation market, airlines hope to build their own brand personality in the minds of consumers. But many airlines are still in a commoditized predicament, with their prices, services and commodities tending to be similar, how to seek difference in the same service and highlight the company's characteristics in order to become an impressive and moving brand for consumers, has become an important issue for all full-service airlines.
In the global aviation industry, there are more full-service airlines than parity airlines. From this proportion, it can be seen that global passengers prefer to choose full-service airlines with more complete services in the choice of airlines. Therefore, according to the resource-based theory this study focused on the two aspects of tangible assets and intangible assets, and explored how full-service airlines make use of "the power of beauty" to attract passengers and understood what aesthetic motivations affect passengers' choice from the aesthetic perspective of tangible assets (cabin environment, uniforms, catering, etc.) and intangible assets (slogans, attitudes of service personnel, etc.).
This study used in-depth interviews method to understand every detail of full-service airlines introduce aesthetics into ground or air service, so that full-service airlines passengers can be placed in the service field. Full service Airlines create a sensible element atmosphere for service contacts, and then generate aesthetic perception, to explore whether enterprises can build invisible competitive advantages and understand whether this really bring good experience to customers; and use the content validity index (CVI) to make the questionnaire have good expert validity, briefly sorted out the brand characteristics of other full-service airlines, and explore the differences between their own companies and competitors; finally, through multidimensional scaling (MDS) to reduce the documents of seven full-service airlines that taking off and landing at Kaohsiung international airport, and derive the perception map and analyze the distribution of aesthetic characteristics of all full-service airlines valued by their customers by using intuitive concept and visual mode, to establish a preliminary framework of the system, to observe the perceptual set suitable for describing brand personality, to extract the measurement dimension of brand personality, and help decision makers to have a basic outline reference for their differences with competitors according to the distribution of brand personality combination.
This study had investigated seven full-service airlines, the result in Aesthetic labor, Corporate aesthetics, Aesthetics atmosphere and Aesthetic experience of the Aesthetic properties between seven full-service airlines are in good agreement with each other. This represents seven full-service airlines market boundaries are becoming blurred and losing the original market niche. This study suggests that each full-service airlines should adopt "differentiation" strategy, in order to stand out in the brand.
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