| 摘要: | The research study aims to examine the demographic characteristics of Thai passengers and marketing mix factors influencing their decision to choose a full-service airline to fly to Taiwan and to study through a questionnaire, collecting data from 400 Thai passengers, which calculates the frequency, percentage, mean, standard deviation, F-statistic, and multiple regression analysis. The result of the research study revealed that all the samples had been used by international airlines to fly to Taiwan. The majority of them were single females between 31 and 40 years of age who owned bachelor's degrees, were working as employees of private companies with an average monthly income of more than 40,000 baht, and reserved tickets for flights departing on Monday to Friday from 11:00 p.m. to 5:00 p.m. through the airline's website using credit cards, with an average frequency of 1-2 times per year and an average cost of 10,000-20,000 baht per time. The self-information source influences the behavior of most consumers who use Thai Airways. In addition, the results of the overall opinions regarding the marketing mix exist at an agreeing level. When considering each item, we found that the item with the highest average score is people, followed by price, and the item with the lowest average score is promotion, respectively. The differences in demographics, age and income of Thai passengers affect the decision to use a full-service airline. In addition, marketing mix factors regarding products, price, people, process, and physical evidence affect the decision to use a full-service airline. |
