Factor Affecting the Tour Companies’ Decision to Book Flight for U-Tapao – Incheon Route, South Korea at U–Tapao Airport
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Abstract
The objective of this study is to examine the factors that influence the decision to travel through U-Tapao Airport to South Korea. The data used in this study were collected through questionnaires from a sample group of 260 travel agents, and analyzed using descriptive statistics and logit model.
The result shows that most travel companies use the airport on average 9-12 times per month with an average of 50-99 passengers per flight. The most frequent routes are South Korea, Japan, China, Hong Kong and Macau. The decision to use the airport is influenced by the executive. In addition, 135 of the surveyed are interested in flying to South Korea from U-Tapao Airport. The researcher predicted the optimal frequency from U-Tapao to Incheon to be 8 flights per month. Marketing mix factors for personnel is the most important factor. The results of the logit model showed that the factors that could explain the probability of the travel company is decision to fly from U-Tapao to Incheon with a significant level of 0.10 are gender, age, people influencing the decision to use the airport, U-Tapao Airport usage behaviors, convenient time, flight to South Korea, product factors, price factors, promotion factors, and process factors.
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