The Factor of Marketing and the Selection of Domestic Airline Services

Abstract

          The business expansion trend, tourism sector and tourism promotion of the government was caused more tourists traveling to Thailand. And the rapid expansion of low-cost airlines are causing of price competition it is the main factor that encourages the business atmosphere of the airlines industry to get more attention. The purpose of this research are 1) to compare demographic factors and the selection of domestic airline services 2) to study the level of marketing factors of domestic airlines and 3) to study the behavior of passengers that using the airline. This research is a quantitative research. The sample group is the people who used the domestic airline service at Don Mueang Airport. The research instruments were questionnaires, data analysis with t-test and f-fest. The research were found that 1) Demographic factors such as gender, age, education level, occupation, and income level have different choices of domestic airlines. 2) Marketing factors of airlines that are at a high level, for example service factors, product factors, price factor, marketing promotion factors, creating and presenting factors of physical characteristics respectively. For the personnel and distribution factors were at a moderate level 3) The passengers choose Thai Air Asia the most, the second was Nok Air. This research is for the airlines. The airlines can be applied to promote marketing for the airline business. And they can be useful in maintaining the database. It was also the ways to develop the strategic planning including the improving services to get more efficient and meet the actual needs of passengers