Preferences for International Airline Carriers Case Study 2022

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Topic: Qualitative study of tourists’ preferences for international airline carriers.
Section 1a
Introduction
This study aims to examine the preferences of the tourists with respect to international
airline carriers. The airline industry has a high level of complexity and is a crucial component
of tourism in both the international and domestic market (Wang, 2014). There has been rapid
change within the industry due to innovation and technological development in the global
market. The changes in aviation technology have made the travel and journey safe,
economical, comfortable and quick. However, in the past two decade, airlines have gone
through significant ups and downs due to external events (Bigne et al., 2018). There are other
significant factors that have influenced the decision of choosing a flight concerning
international travel. This research has examined the factors affecting the preferences of
international airline carriers.
Literature review
Al-Refaie et al., (2014) states that service quality has become one of the most critical
topics of management research and companies have been developing capable instruments and
tools to measure the overall satisfaction level of the consumers. Liu and Lopez, (2016)
researched the relationship between behavioural intention, customer satisfaction and service
quality in the airline industry. The results showed there is a mediating role between
behavioural responses of the consumers with the service quality and satisfaction level of the
consumers. Bigne et al., (2018) performed a study which examined the factors affecting the
preferences of the customers in choosing an airline which shows that schedule and price have
higher priority when compared to brand loyalty and frequent flyer programs. The research
implied irrespective of the service, price has always been a critical factor in choosing a
product or service. As opined by Kurtulmuşoğlu, Can and Tolon, (2016), there are different
impacts at various levels in service quality which means that companies offering superior
services are expected to experience favourable consumer behaviour and there is a reduction
in chances of consumers behaving unfavourably.
Hussain, Al Nasser and Hussain, (2015) performed a researcher to examine the cause
and effect relationship between service quality and behavioural consequences and the
findings showed a positive relationship. It implies that an increase in one variable influences
the increase in another variable. Service quality can be considered to be more conceptual

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when compared to customer behavioural consequences. Consumers’ feelings regarding their
experiences are reflected in the behavioural outcomes. Lerrthaitrakul and Panjakajornsak,
(2014) researched on the preferences of the consumers in the airline industry, and nine factors
were chosen for the research. The study considered factors such as Price, Security,
Assurance, Promptness of Schedule Frills, Boarding, In-flight services, E-ticketing and Brand
image. However, the multiple regression between consumer satisfaction and these nine
factors showed that other price, all other elements are significantly crucial in choosing
airlines. According to Sivakumar, Li and Dong, (2014), the behavioural pattern of low cost
carrier consumers are different than the other airlines, and this means that price is likely to be
a determining factor. However, there are various studies which have not been able to verify
any significant relationship between price and consumer preference. On the contrary, Vlachos
and Lin, (2014) surveyed passengers in a particular airline to find out that safety, on-time
performance, price and schedule convenience are most significant contributors to choosing an
airline. On the other hand, drinks and food were found to be the least significant factor but
factors like trip duration and time of travels are also relevant factors.
The analysis of these studies has presented significant arguments on different factors
affecting the choice of airlines. However, the behaviour of the consumers vary in different
countries, and the preferences of the consumers in Australia is expected to be different from
customers in other countries. Moreover, tourism is one of the major industries contributing to
the GDP of the country, and it is essential for these airlines to understand the perception of
the consumers and develop strategies to sustain their competitive advantage in the market.
Research question
What are the factors affecting the tourist’s preferences for choosing international flight
carriers?
Section 1b
Data Analysis
The concept of coding is based on a grounded theory, which is based on using an
inductive methodology. Even though it has been considered as qualitative research by various
authors, it is an inductive methodology. In this methodology, systematic methods are used to
perform and generate theories systematically (Ramalho et al, 2015, August). It is essential to
develop conceptual categories by using rigorous procedures in research. It is used to solve the
issues depicted by the participants within a functional area. This means that the research

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problem is not defined and no preliminary literature review is performed, which helps in
reducing preconception in the research (Cho & Lee, 2014). The study has conducted
intensive interviews with structured questions to collect data from the participants.
Theoretical sampling has been used to understand the data to be collected in the research and
simultaneously collects and analyses data. This method uses a constant comparison analysis
to different ideas and thoughts based on the responses in the study.
Coding process (open, axial and selective)
The basic concept of the grounded theory is the evaluation of a textual database and
identify concepts and properties along with the relationship between this data. Theoretical
sensitivity is the ability of the study to observe relationships and variables (Wiesche et al.,
2017). However, the evidence does not need to be textual at all times; it can consist of
observations on events, behaviours and interactions. The coding process is divided into three
phases, open coding, axial coding and selective coding (Glaser & Strauss, 2017).
The process of naming, identifying, describing and categorising phenomena observed
in texts is known as open coding (Cho & Lee, 2014). This means that the data is read multiple
times, and tentative labels are generated to summarise the data. However, this is not based on
the existing theories but the meaning derived from the collected data. Axial coding is the
process of examining and highlighting the relationship between the open codes generates in
the earlier phase. This uses a combination of deductive and inductive thinking to relate codes
with each other (Blair, 2015). This focuses on the causal relationship between two variables
and develops a generic relationship between two variables. The axial coding frame consists
of various elements such as phenomenon, causal conditions, context, intervening conditions,
action strategies and consequences.
Elements Descriptions
Phenomenon It describes the overall subject, frame or the concept that is being dealt
with in the research. It is responsible for maintaining the compactness of
the data collected.
Causal
conditions
It defines the events and properties that lead to the phenomenon and
identifies the variables in the research.
Context It is difficult to differentiate between causal conditions and context. It
defines the values of the elements in the background and includes the
conditions affecting their strategy. There is a significant distinction