Passengers’ Behavioral Intentions toward Eco-Friendly Aviation Services: An Analysis of Marketing Mix Factors at Chiang Mai International Airport
คำสำคัญ:
Marketing Mix (7Ps), Eco-friendly Aviation Services, Sustainable Aviation, Passenger Behavioral Intentions, Chiang Mai International Airportบทคัดย่อ
While eco-friendly aviation services are growing globally, Thailand still faces challenges due to their limited availability and the lack of strategic marketing to promote sustainable aviation services. This article aimed to study (1) the 7Ps of service marketing mix factors (Product, Price, Place, Promotion, People, Process, and Physical Evidence) that influence passengers' intentions to choose eco-friendly aviation services at Chiang Mai International Airport, (2) the level of passengers' willingness to select eco-friendly aviation services, and (3) to guide the influential marketing mix factors for Thai airlines in developing eco-friendly services. For this study, the sample was 420 Thai passengers traveling through Chiang Mai International Airport. They were selected by quota sampling method across six major Thai airlines. The instruments for collecting data were structured questionnaires using a 5-point Likert scale, validated by three experts with IOC values ranging from 0.60 to 1.00. Data analysis was conducted using descriptive statistics (percentage, mean, standard deviation) and inferential statistics (linear regression analysis). The research results were found as follows:
1.) Passengers rated all 7Ps marketing mix factors at a high level of importance (mean = 3.78, S.D. = 0.212) regarding their intention to choose eco-friendly aviation services. Four marketing mix factors Promotion (β = 0.172, p = 0.004), Physical Evidence (β = 0.147, p = 0.011), Price (β = 0.121, p = 0.044), and People (β = 0.106, p = 0.017) significantly influenced passengers' intention to choose eco-friendly aviation services, while Product, Place, and Process showed no significant effect.
2.) Passengers demonstrated high willingness to choose eco-friendly aviation services (mean = 3.82), with the strongest agreement on recognizing the necessity to select eco-friendly aviation services to reduce environmental impact in Chiang Mai (mean = 4.19).
3.) The findings provide a 4Ps framework (Promotion, Physical Evidence, Price, and People) to guide Thai Airlines in developing eco-friendly aviation services that meet passenger preferences and support sustainable aviation development in Northern Thailand.
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