The impacts of an air-crash on students' transportation choice behaviour: An empirical study undertaken in Taiwan
Journal
Transportation Research Part F: Traffic Psychology and Behaviour
Journal Volume
12
Journal Issue
5
Pages
404-416
Date Issued
2009
Author(s)
Lirn T.-C.
Abstract
This research's objectives are to identify major factors influencing offshore student-commuters' transportation mode-choice and to develop simple Logit choice models prior and post a major air disaster. The total trip time, trip cost, ease of access to a transportation mode, student-commuters' household income, and the risk perceived by student-commuters using different transportation modes are found to have impacts on their mode-choice behaviour. Several logit model specifications were tested. The research reveals student-commuters' transportation mode-choice behaviour significantly changed post the May 2002 Penghu air accident. Reduction in airfares (which most airlines used to promote their services after the air-crash) was less attractive to passengers than convincing them that airline services were safe. Therefore, any post-disaster airline marketing campaign aimed at student-commuters should change from reduced fare promotion to service safety promotion. © 2009 Elsevier Ltd. All rights reserved.
Type
journal article