ASSESSING PASSENGERS’ WILLINGNESS TO PAY FOR DIGITAL SERVICES IN AIRPORTS: SUPPORTING DIGITAL POLICY FRAMEWORKS
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Abstract
This research article evaluates the Willingness to Pay (WTP) of passengers for digital services in airports, such as real-time baggage tracking and automated baggage delivery, while analyzing the cost-effectiveness of these services and the relationship between the baggage delivery system via the SAWASDEE by AOT application and airline systems. The study focuses on the impact of these innovations on passenger convenience, efficiency, and satisfaction. Conducted as a quantitative research study, the sample population comprised passengers and travelers likely to use additional services at Suvarnabhumi Airport. A stratified random sampling method was employed to select 442 respondents, with data collected through questionnaires and analyzed using the Double Bounded Logit Model to assess the dependent variable, WTP, via a double-bid price offering method. The findings reveal that passengers are initially willing to pay 500 THB for services like real-time baggage tracking, with variations observed in increased and decreased WTP. The relationship between the SAWASDEE by AOT application and airline systems underscores its positive impact on convenience and efficiency. Passengers value digital innovations that enhance airport service efficiency, and the development of applications integrating features such as real-time tracking and automated baggage delivery fosters confidence and positive attitudes toward long-term usage. These results offer significant insights for shaping digital technology policies in airports and improving services to align with passenger needs.
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References
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