Factors influencing Thai people to selecting international flights of low cost airlines.

Abstract

Today, Low-cost Carriers (LCCs) are considered fast growing sector in many developing countries, especially in Asia - the most populous continent in the world. Its quick expansion is directly linked to rapid economic growth and fast growing numbers of population which engage in business activities and demand to travel to remote locations within short timeframe. Such factors have also influenced Thai people to select the most affordable LCCs that offers international flights whether the traveller’s goal is for business trip or vacation. Therefore, the objective of this research is to identify factors that influence Thai people to select LCCs which offer international flights. The research findings can be used as an industry insights analysis and guidelines for market planning and strategy formulation purposes in order to ensure customer satisfaction and brand loyalty in the long run. The researcher selected samples based on a group of people who have travelled via LCCs. In this research series of in-depth interview were conducted with 16 Thai respondents who have travelled abroad by using LCCs at least once. The age group of respondents range from 22-31 years old. Samples were chosen based on purposive sampling method This research study revealed that “price” was one of the most influential factors for selecting LCCs that offers international flights. Destination availability, type of an operating flight and crew’s service are viewed as secondary factors that exert influence on travellers. In addition, the other potential factors that could have influential impact on travellers are the size of seat and reputation of food service and new experiences on board the plane such as entertainment. KEY WORDS: LCCs / Thai people / international flight / key driver/ Thailand