Factors Affecting Low-Cost Airlines Use Behavior of Travelers in Thailand During the COVID-19 Pandemic

Abstract

This article aimed (1) to study the low-cost airlines use behavior in Thailand during the COVID-19, and (2) to study the factors affecting on the low-cost airlines use behavior of travelers in Thailand during the COVID-19 pandemic. The quantitative research approach was employed. The sample population consisted of 400 low-cost airlines users during the COVID-19 pandemic. The result of the study found that the low-cost airlines use behavior during the COVID-19 pandemic was for tourism/relaxation. The travelers decided to travel themselves. The highest proportion received three doses of vaccine and had an average of traveling time of two to three days. The frequencies in using the service prior to and during the COVID-19 pandemic was less than two times a year. The average budget for traveling was 5,001-10,000 baht. They preferred to travel to natural tourist attractions. The factors affecting the low-cost airlines use behavior of travelers in Thailand during the COVID-19 pandemic with direct influence on use behavior were the COVID-19 pandemic and the marketing strategies of the airlines. The factors of the public sector measures in the aspect of control and economic stimulus did not exhibit a direct influence at a statistically significant level. In regard to indirect influence, it was found that the factors of the COVID-19 pandemic, the public sector measures in the aspects of control and economic stimulus exhibited an indirect influence on low-cost airlines use behavior of travelers in Thailand during the COVID-19 pandemic.