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A Case Study on Swiss Travelers and Their Air Travel Preferences on Transatlantic Flights

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abstract This paper reports the results of research on Swiss air travelers on transatlantic flights, and presents explicit and implicit measurements of the attributes of air travel choices. Market research often identifies the preferences already known to the respondent, or preferences that the respondent desires to reveal, which could lead to erroneous marketing and investment decisions by companies and governmental agencies. The problem is especially relevant where the general or socially accepted behavior, rather than what actually happens, is communicated. Market research needs to develop methods and techniques to identify real preferences, as opposed to assumed ones.
This paper contributes to the discussion about the differences between stated and hidden travel attributes by (a) offering a case in a specific context about differences between stated and hidden preferences, (b) conceptualizing stated and hidden preferences, and (c) drawing conclusions on marketing decisions, particularly in the aviation and travel industry.
The study examines transatlantic, long-haul travel, which is often subsidized by companies. It draws on data from a survey of 514 passengers traveling from Switzerland. The discrete choice analysis is evaluated for the purpose of measuring hidden preferences, which identifies real travel choices made and compares them to stated travel preferences.
   
type journal paper
   
keywords air travel, air travel preferences, transatlantic flights
   
language English
kind of paper journal article
date of appearance 1-8-2008
journal Journal of Air Transportation
publisher Aviation Institute, University of Nebraska at Omaha (Omaha)
volume of journal 12
number of issue 3
page(s) 24-38
review double-blind review
   
citation Wittmer, A., Laesser, C., & Bieger, T. (2008). A Case Study on Swiss Travelers and Their Air Travel Preferences on Transatlantic Flights. Journal of Air Transportation, 12(3), 24-38.