Document Type : Original Article
Authors
1
Department of Management, Kish International Branch, Islamic Azad University, Kish Island, Iran.
2
Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.
3
Department of Business Management, Faculty of Management, Khonj Branch, Islamic Azad University, Fars, Iran.
10.22034/tri.2021.120074
Abstract
Low cost carriers provide many predicted economic advantages such as increasing the domestic and international tourism, job creation, and generation of tax by the increased business activities. The presence of low cost carriers in the market can facilitate the access to the destinations and help the low income class to experience the trips they have not had so far. So, this research investigates the factors affecting the travelers’ intention for purchasing from low cost airlines. As a result of reviewing the literature and the theoretical framework, five variables were found to explain the travelers’ behavioral goals in purchasing from low cost airlines. These variables include: price, service quality, airline reputation, airline safety, route availability and convenience, and frequent flier programs. The population includes all the travelers of the flights provided by this airline. Out of the mentioned population, 384 people were randomly selected as the samples based on Morgan-Krejcie table. The research is a descriptive cross-sectional survey performed in 2020. Data collection was done by a questionnaire. Data analysis was done in terms of descriptive and inferential statistics, and the hypotheses were tested by structural equation modeling in Lisrel software. The results suggested the positive effect of the service quality, airline reputation, price, and safety on the travelers’ intention for purchasing from low cost carriers. Furthermore, the results provide a useful guide for development of low cost airlines.
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