Factors Influencing Airline Choices of Chinese Long-Term Residents in Thailand

Abstract

This study explores the key factors influencing airline choices among Chinese long-term residents in Thailand, including international students and expatriates. As this group represents a consistent travel segment, understanding their preferences is vital for airlines operating in the China–Thailand market. A quantitative approach was employed, collecting survey data from 168 respondents. Six factors were examined: price, on-time performance, service quality, brand reputation, sustainability, and convenience. Results show that only convenience and accessibility significantly influence airline selection, while service quality has marginal impact. Other factors were not statistically significant. The findings underscore the importance of user-friendly booking, flexible schedules, and airport connectivity, offering practical implications for airlines, policymakers, and travel agencies