机场服务质量对航空出行选择行为的影响——以粤港澳大湾区为例

The Influence of Airport Service Quality on Air Travel Choices: A Case Study of theGuangdong-Hong Kong-Macao Greater Bay Area

文章立足于旅客心理感知,基于随机效用理论,运用SEM-Logit模型方法,探讨机场服务质量的关键维度对粤港澳大湾区航空出行选择行为的影响。结果表明:1)航空出行选择行为并不是对行为意向的简单线性扩展,作为机场服务质量的2个关键维度,强制性流程服务是旅客在机场无可避免且耗费时间最长和最为繁琐的流程,在该过程中的优质服务水平和质量对旅客存在无形吸引力,特别对商务出行旅客在机场-航空公司方案的比选中存在显著影响;2)设施设备和环境虽然不是旅客普遍性考虑因素,但旅客对其感知差异明显表现在机场群内不同机场类型之间;3)预计起飞时间差异、机型、准点率、航班班次、航班价格等其他因素均存在显著影响,且抵达机场时间、航班飞行时间等时间成本是核心影响因素;4)旅客对航空公司类型并不存在明显偏好,但低成本航空公司的入驻对区域机场竞争存在明显的抗风险能力。

High-quality air service is important for achieving high-quality aviation development.As the primary customers of air travel services,passengers are the most important evaluators of the service.Therefore,research on their air travel choices is key for promoting the coordination of multi-airport regions.Based on stochastic utility psychological perception theories,this study discusses the impact of the key dimension of airport service quality on air travel choices using the structural equation model-logit model.The results show that air travel choice is not a simple linear extension of behavioral intentions as there are two key dimensions of airport service quality:First,mandatory service processing is inevitably the most time-consuming and tedious process for passengers at airports.This waiting time is perceived as a sign of low airport service capability,whereas the level and quality of service provided by staff in this process is an intangible factor for passengers.This in turn affects the level of passengers'ratings of airport services,especially for business travelers.Therefore,airports need to recognize the time and resource constraints of passengers and work with airlines to streamline the check-in process,ensure security control,and reduce waiting time.One solution is to use shared self-service devices or automated robots that allow any passenger of any airline or flight to check-in and check-out on the same device.Second,while facilities,equipment,and environment are not universal considerations for passengers,differences in passenger perceptions are evident between airport types.Within multi-airport regions,the facilities,equipment,and environment of major airports are above passengers'psychological expectations,while auxiliary or other airports need to pay more attention to this service,which illustrates that the improvement of airport service quality requires changes to unidimensional and monolithic thinking but also focus on passengers'overall perception of service experience from a multidimensional perspective,as well as consideration of the spatial and temporal characteristics of different airport types in the multi-airport region to make targeted improvements.Moreover,passengers do not have an obvious preference for particular airlines,but low-cost airlines still hold a certain appeal for passengers when they take off from regional airports,which also means that low-cost airlines'entry into the market has anti-risk properties for regional airports.Within the limits of China's aviation controls,the presence of low-cost carriers can still improve the chances of an airport being chosen.Therefore,different airport types within the same multi-airport region often need to compete differently to achieve regional synergistic development.To enhance airport service quality,it is essential to fine tune service quality standards,based on airport's types.The improvement of airports'performance should include a phased integration of assessments of service experience settings.Airports should adopt differentiated spatial designs for their service functions based on the goal of airport integration,with a view to achieving optimal management at minimal cost while being able to effectively guide passengers in their air travel choices.