The Influence of Passenger Attitudes, Passenger Behavior and Pricing Strategy Towards Decision to Choose a Low-Cost Carrier In Thailand

Abstract

This study has the purpose to examine the factors that influence passengers towards their decision to choose a low-cost carrier in Thailand. The three independent variables of this study are passenger attitude, passenger behavior and pricing strategy. The sub-variables of passenger attitude are perceived value and perceived service. The sub-variable of passenger behavior are reason of travel and advance booking. The sub-variable of pricing strategy are promotion and airline ancillary. The dependent variable of this study is the decision to choose a low-cost carrier in Thailand. Quantitative research was used for the collection of data for this research. A survey of 202 people are conducted in Bangkok to test the hypotheses. The online questionnaires were sent out and collected from the correspondent which comprises multiple-choice questions for demographic data and a five-point Likert scale for questions regarding both independent and dependent variables. The data analysis methods used were descriptive statistics and multiple linear regression analysis. The result of this survey supported all the hypotheses, where there was relationship between passenger attitude, passenger behavior and pricing strategy towards passenger decision to choose a low-cost carrier in Thailand, which might help the carriers with necessary strategies to attract more customers.