旅客於考量天候因素下機場與航空公司的決策行為-以台金航線為例

Abstract

近年來，離島金門航空旅客運輸易受到天候影響飛航，本研究目的在於探討天候因素對旅客在機場和航空公司選擇之影響。研究使用多項羅吉特模式建構旅客選擇機場與航空公司的效用函數，以敘述性偏好法模擬天候服務策略，以問卷調查方式收集台金航線旅客的特性與偏好之實證資料，並以此資料校估模式參數。 研究結果發現，在機場中，機場票價、地面接駁時間和天候影響航班取消率對旅客有負向影響；而在航空公司中，在班次頻率、航班狀態查詢系統和補償方案方面對旅客有正向之影響，因此較佳的服務會提昇旅客選擇搭乘之機率與意願；而在彈性分析結果發現，機場與航空公司的票價彈性最大，班次頻率彈性最小，因此在加入天候的服務屬性需考量票價成本的調整。研究利用多項羅吉特模式來推導台金航線之旅客選擇機場與航空公司的行為模式，企盼機場與航空公司在擬訂管理策略或行銷策略時得以考量天候因素。

In recent years, the air transportation of the passengers from Taiwan to Kinmen airline are easily affected by the weather.This research aims to discuss the weather impact upon passengers’ choice of airports and airlines. Multinomial logit model is used to model the utility function upon the passenger’s choice of airports and airlines using the stated preference to simulate the strategy for airline services under weather impacts. Data concerning the characteristics and preferences is collected by questionnaire. The collected data is employed to calibrate the model parameters and perform elasticity analysis. According to the results, plane ticket fare, ground access time and weather -impact flight cancellation rates have negative influence upon passengers; while regarding airlines, frequency of flights, information system, and compensation policy have positive impact upon passengers. Hence, better service would raise the passenger’s intention to take flights. In the results of the elasticity analysis, this research found that the price elasticity of the airports and airlines was the largest and the elasticity of flight-frequency was the smallest. Therefore, when incorporating the impact of weather, we need to consider the adjustment of airfare. In this research, the choices of passengers from Taiwan to Kinmen on airports and airlines are derived from the multinomial logit model, in hopes that the results of this study may benefit airports and airlines when making marketing or management strategies regarding weather impacts.