Travelers’ Choice of Airline

An Empirical Research in Kuala Lumpur

Authors

  • Liza Binti Azizun Rahman
  • Mutia Anggeraini Binti Khalid
  • Kumaresu AL Murugasu@Murugesi

Abstract

The purpose of this study is to analyze the determinants towards travelling patterns by air transportation in Kuala Lumpur. This study will look into three independent variables which are Destination, Holiday Package and Online Communication. The data of this study was collected through self-administered questionnaire and distributed through convenience sampling method. A total of 130 respondents participated in this survey. Hypotheses were tested using the results generated to determine the correlation between the variables and the travelling patterns of Malaysians. The findings of this research shown that all three variables used in this study has significant relationship with travelers’ choice of airline, which indicates the airline selection among Malaysians in Kuala Lumpur are influenced by destination, holiday package and online communication. Findings of this study were limited to the number of respondents as it only involves a relatively small number of populations in Kuala Lumpur. Furthermore, the research questionnaire was designed using marketing and e-marketing principles due to the limited number of past researches on this research topic. Results of this study can be used to help airlines to understand the travelling patterns of Malaysians then develop and improvise their marketing strategies using the variables of this study to cater for its target market better.

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Published

2020-01-04

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Section

Articles