Research On The Impact Of Airline Ancillary Services On Passengers' Ticket Purchasing Behavior

The rapid development of air transportation in recent years has separated ancillary services from basic displacement services.Menu sales have become an industry trend.With its low cost,high profit and easy realization,ancillary services have become an effective way for airlines to achieve revenue and improve competitiveness.However,there is a certain conflict between the a la carte payment of services and the traditional consumption concepts of Chinese tourists,which has brought great resistance to the promotion of ancillary services by airlines.Therefore,in the context of a la carte sales of ancillary services,research on passenger ticket purchasing behavior has certain theoretical value and practical significance.This article starts with ancillary services,determines the factors that influence passenger ticket purchasing behavior,designs a passenger ticket purchase willingness survey,and collects data on passenger selection behavior.Combined with the theory of random utility and the factors affecting passenger ticket purchasing behavior,the survey samples are classified according to the purpose and route type of the passenger,and the discrete selection model is used to construct a general model of passenger ticket purchase behavior and a model of passenger ticket purchasing behavior for different travel purposes.As well as passenger ticket purchasing behavior models for different route types.Based on the results of the three models,the effects of ancillary services on air ticket purchasing behavior in various models are analyzed,and the sensitivity of passenger ticket purchasing behavior to various influencing factors is calculated.The results of general model analysis show that the impact of baggage check services on passengers' ticket purchasing behavior is more than double that of seat selection services,and adding checked baggage and seat selection services will increase the probability of passenger ticket purchases by 13.161% and 5.876%,respectively.Passenger ticket purchasing behavior models for different travel purposes and passenger route purchase behavior models for different route types can better describe the impact of ancillary services on passenger ticket purchasing behavior.Air passengers' ticket purchasing behavior will be affected by factors such as travel purpose,route type and so on.Therefore,it is recommended to subdivide air passengers and provide differentiated services based on passenger characteristics.This study helps airline managers understand the impact of ancillary services on different groups of passengers,and helps airlines to dig deeper into passenger value and increase revenue.