RELATIONSHIP BETWEEN PASSENGERS’ ATTITUDE AND SELECTIVE EXPOSURE OF FLIGHT SAFETY DEMONSTRATION

Abstract

                 This research aims to study the relationship between the passengers’ attitude and the selective exposure of Thai Smile Airways aircraft safety equipment demonstration. The researcher focuses on the relationship between the factors involved in choosing to receive the using the safety equipment’s demonstration of the receptionist and the selection process for the demonstration of Thai Smile passengers by analyzing under the conceptual framework of the selection process of exposure or Selective Process (Klapper, 1960). The research employed a quantitative research methodology using questionnaire to collect data from 384 passengers of Thai Smile. The study found that awareness on flight safety, attitude toward sender (communication skills), and attitude toward message (demonstration content) were correlated to selective exposure process of flight safety demonstration (including selective exposure, selective interest, selective interpretation, and selective retention on safety demonstration). Moreover, passengers of different genders had a different level of selective interest and selective retention of flight safety demonstration, while level of selective exposure and selective interpretation on flight safety demonstration were not different. Furthermore, passengers of different nationalities had a different level of selective exposure and selective interest of flight safety demonstration, while selective interpretation and selective retention on flight safety demonstration were not different. Finally, passengers of different flight frequency and experience of aviation accidents had a different level of selective exposure process (including selective exposure, selective interest, selective interpretation, and selective retention on safety demonstration). The results of the research can be applied to develop training courses to improve communication skills for airline employees in Thailand. In addition, aviation service agencies can use the results to develop communication models and methods for demonstrating the proper use of aircraft safety equipment to be more effective.