Passenger Behavior and Factors Affecting the Decision Making on Domestic Air Transport after the Unravelling of COVID-19

Abstract

This research article aimed (1) to study the behavior patterns observed in domestic air transportation; (2) to study the level of influence of service marketing mix factors (7Ps) on decisions related to domestic air transport after the COVID-19 pandemic subsided and compare demographic factors and health awareness which affect decisions regarding domestic air transport. This paper employed a quantitative method, utilizing data collection through online surveys. The collected data is analyzed using One Way ANOVA and Multiple Regression Analysis. The findings of the study indicate the following: Among the sample group who had traveled by domestic air transport from May 2022 onwards, a majority are females who are single and possess a high level of education, specifically a bachelor’s degree. They work in private companies and have a monthly income ranging between 30,001 and 45,000 baht. Moreover, this sample group tends to engage in leisure travel and relaxation on weekdays (Monday to Friday), usually between 6:01 a.m. and 12:00 p.m. The average ticket costs, including additional services, range from 1,001 to 3,000 baht per trip. They also place the highest level of importance on product aspects. The multiple regression analysis reveals that significant marketing mix factors, specifically product, physical, and process aspects, influence decisions related to air transport, with a statistical significance level of 0.05. These factors influence decision-making based on confidence in safety and travel standards, speed of travel, process time efficiency, convenience, and available facilities. Hypothesis testing suggests that demographic factors such as gender, age, highest level of education, marital status, occupation, and income did not significantly impact decisions regarding air transport, with a statistical significance level of 0.05. Health awareness factors, including concerns about infectious diseases and an emphasis on health services that meet public health requirements and measures, influence decisions related to air transport, with a statistical significance level of 0.05. Based on the study, there are recommendations for the aviation industry to prioritize passenger convenience and streamline processes while placing importance on health awareness. This is because passengers make travel decisions based on health services provided in accordance with public health guidelines.