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The Influence of Airlines Marketing Mix Elements on Passengers Purchasing Decision-Making: The Case of FSCs and LCCs

International Journal of Hospitality and Tourism Systems

Volume 12 Issue 2

Published: 2019
Author(s) Name: Mohamed R. Ragab Abdelhady, Hanaa Abdel Kader Fayed, Nancy M. Fawzy | Author(s) Affiliation: Faculty of Tourism and Hotels, Fayoum University, Egypt, India.
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Abstract

For the time being, to recognize the airline business model, it is necessary to investigate how the aviation industry has evolved since the airline deregulation act of 1978. The study aims at investigating the influence of marketing mix elements (4Ps) for airlines on passengers’ purchasing decision-making. A questionnaire was used to conduct this research. A sample of 600 air passengers participated in this study. The findings indicated that there is a significant positive relationship between the three elements of marketing mix, product, promotion and place, and passengers’ purchasing decision-making. Additionally, the results showed that there is a significant negative relationship between price and passengers’ purchasing decision-making. The results also revealed that the air service is generally the most important element of the marketing mix affecting the passengers’ purchasing decision-making.

Keywords: Low Cost-Carriers (LCCs), Full Service Carriers (FSCs), 4Ps, Frequent Flyer Programs (FFPs)

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