Aviation Value Chain of Low-Cost Airlines in Thailand

Abstract

This research consists purposes were 1. to examine the importance level of aviation value chain components of low-cost airlines in Thailand and 2. to investigate the aviation value chain factors that influence the operational performance of low-cost airlines in Thailand. This quantitative study utilized a questionnaire as the primary research instrument. The sample comprised 384 passengers of low-cost airlines, with the sample size determined according to the Krejcie and Morgan (1970) sampling table. Data obtained from the questionnaires were analyzed using descriptive statistics, including percentages, means and standard deviations, together with multiple regression analysis. The findings indicated that 1) the overall importance level of the aviation value chain components of low-cost airlines in Thailand was rated at a high level (x̄ = 4.22, S.D. = 0.605). When considering each dimension individually, flight safety was rated at the highest level (x̄ = 4.56, S.D. = 0.526), followed by pricing and cost management at a high level (x̄ = 4.22, S.D. = 0.593), passenger responsiveness at a high level (x̄ = 4.17, S.D. = 0.612), route management at a high level (x̄ = 4.10, S.D. = 0.626) and flight connectivity convenience at a high level (x̄ = 4.03, S.D. = 0.673), respectively and 2) The aviation value chain factors influencing the operational performance of low-cost airlines in Thailand indicated that all five dimensions of the aviation value chain represent critical determinants affecting passenger satisfaction and airline selection decisions. These factors can be linked to the development of Marketing 5.0 innovations, which integrate advanced technologies with customer-centric strategies to enhance service quality, operational efficiency and personalized passenger experiences. Such an approach enables airlines to create sustainable competitive advantages and strengthen their market positioning in the increasingly dynamic aviation industry.