Determinants of passengers' choice of airlines in Australia-Vietnam market

摘要

Liberalisation has lifted the constraints of airlines operating in an international market, having resulted in more options for passengers to choose which carrier to board. While many factors could influence passengers' choice of airlines, most of the existing literature have attempted to establish the determinants of legacy passengers and low cost passengers when choosing what type of airlines to fly with. This paper examines the determinants of passengers' choice of airlines in Australia-Vietnam market, regardless of the carrier's business model. Around 160 passengers participated in an online survey between August and October 2014. The data revealed that a carrier's safety record, seat comfort and cabin crew's service are the top three factors influencing a passenger's choice of airlines, while its business model, whether being a legacy carrier or a low cost carrier only carries a moderate weight in a passenger's decision-making process. The findings have significant implications to both types of airlines competing in the same cross-border market.