동남아 아웃바운드 관광객의 항공사 선택 속성 중요도에 관한 연구

Abstract

This study investigated the airline selection attributes of domestic customers on outbound medium-haul routes to Southeast Asia given the domestic airlines' movement to medium-haul routes due to the saturation of the domestic and international short-haul routes driven by competition from the emergence of low-cost airlines in 2005. In particular, the purpose of this study was to investigate and analyze the difference in importance of selection attributes for passengers of low-cost carriers and full sercice carriers. For the purpose of this study, the subject of inquiry was deduced from literature covering types of airlines, air transportation products and air transportation services, and selection attributes dependent on airline type. Two hypotheses were given, the first being a difference in importance of selection attributes dependent on the airline type, and the second being a difference in importance of selection attributes dependent on demographic characteristics. In addition, selection attributes from 31 airlines were deduced from previous studies and were reconstituted for this study. Questionnaires were used for quantitative empirical research, with 250 questionnaires being distributed and collected at Incheon airport, the airport with the most Southeast Asia routes, and 212 of these were utilized in the analysis. The results of the study are summarized as follows: First, most passengers to Southeast Asia were travelling for the purpose of tourism and leisure (85.4%), and only 5.7% were business travelers. Most travelers used economy seats (96.7%). Approximately 90% of travelers obtained information about airlines through the websites of travel agencies and airlines and various SNS channels. Second, regardless of the type of airline, 'flight safety' was the selection attribute with the highest relative importance amongst travelers, followed by, in order of importance, 'Staff competency during abnormal operations', 'departure, arrival, and flight duration punctuality', 'compensation due to delays and cancellations', and 'speed and accuracy of baggage handling'. Third, the following six selection attributes, 'reservations and ticketing', 'airport services', 'in-flight services', 'flight services', 'airfare', and 'supplementary services' were extracted and utilized in the analysis of hypotheses. Forth, looking at the validation results of the first hypothesis, outbound passengers to Southeast Asia showed differences in ranking of importance for 'in-flight services', 'flight services', 'supplementary services', and 'airfare' dependent on airline type, whereas there was no difference in attribution of importance in 'reservations and ticketing' and 'airport services'. Lastly, the analysis of selection attributes of Southeast Asia bound passengers through demographic characteristics showed differences dependent on gender, age, and occupation. In the gender difference particularly, female passengers ranked importance of 'flight safety', a part of 'flight services', as the most important selection attribute. On the other hand, education and income provided no difference in ranking of importance. There results are able to use as foudamental metrials of study midium haul routes of domestic low cost airlines. Also, the results would be utilized for a study to compare airline choice attributions between full service carriers and low cost carriers. Furthermore, there results would assist domestic aviation marketers to understand the charactersitics of airline passsengers selecting South-East Asia routes.