Flying Scared: Investigating Airline Travelers' Choice Criteria

Marco Dal Sie, Alexander Josiassen

Research output: Contribution to conferencePaperResearchpeer-review


In light of the burgeoning growth of long-haul LCCs in Southeast Asia, the study constructs a model aimed at comprehending which factors lead passengers to choose full-service rather than no-frills carriers on long-range flights. In particular, the research aims at determining to what extent service quality expectations and fear of flying affect travellers' flight choices on long-haul flights. The study was set in Bangkok and primary data were obtained from a large sample of travelers departing from Suvarnabhumi Airport. While service quality emerged as a relevant factor, fear of flying didn’t turn out as a variable affecting travellers’ choices.
Original languageEnglish
Publication date2015
Number of pages6
Publication statusPublished - 2015
Event5th Advances in Hospitality & Tourism Marketing and Management (AHTMM) Conference - Ritsumeikan Asia Pacific University, Beppu, Japan
Duration: 18 Jun 201521 Jun 2015
Conference number: 5


Conference5th Advances in Hospitality & Tourism Marketing and Management (AHTMM) Conference
LocationRitsumeikan Asia Pacific University
Internet address


  • Low cost airlines
  • long-haul air services
  • Airline service quality
  • Fear of flying
  • Cross-cultural differences

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