Marketing Strategies Affecting Passengers’ Decision Making towards Thai Smile Airways: a case study Northeastern Thailand Routes

บทคัดย่อ

This article is part of the research on marketing strategies affecting passengers’ decision making toward Thai Smile Airways in routes in the Northeastern region of Thailand. The research aims to study the background of Thai Smile Airways current situations in the aviation industry, market share, target customers, market positioning, rivalry between established firms, future tendencies of Thai Smile Airways, as well as the Airways’ marketing mix which influences the customers’ decisions, leading to proposing suggestions on plans to adjust the marketing strategies to suit consumer behavior, and to propose guidelines to revise the airline’s marketing strategies. The data investigations of this study were collected at Udon Thani International Airport and Ubon Ratchathani Airport, which are the only two destinations of the Northeastern routes, by the in-depth interview with the airlines marketing managing directors and altogether with 400 questionnaires from the airline passengers in two airports. The basic statistics consisted of the mean, percentage, and standard deviation.