TY - JOUR
T1 - The effect of travel purpose and self-image congruency on preference toward airline livery design and perceived service quality
AU - Lee, Jeongmin
AU - Yi, Jisu
AU - Kang, Dawon
AU - Chu, Wujin
N1 - Publisher Copyright:
© 2018, © 2018 Asia Pacific Tourism Association.
PY - 2018/6/3
Y1 - 2018/6/3
N2 - This paper examines travelers’ preference for airline livery design, which is an important component of sensory experience for tourists. Based on surveys of both U.S. and South Korean respondents, this study finds that airline livery preference depends on travel purpose (i.e. business vs. vacation). Designs preferred by the two travel segments differ in terms of color tone, hue, line, and shape. Business traveler-preferred designs signal punctual, efficient, classy, and safe service; while vacation traveler-preferred designs elicit feelings of fun, friendly, and exotic service. It is also shown that travelers prefer airline livery that is congruent with their situational self-image, depending on the travel occasion at hand. In fact, self-image congruency of design is approximately half of the variance in airline livery preference. Finally, results show that self-image congruency also increases perceived service quality.
AB - This paper examines travelers’ preference for airline livery design, which is an important component of sensory experience for tourists. Based on surveys of both U.S. and South Korean respondents, this study finds that airline livery preference depends on travel purpose (i.e. business vs. vacation). Designs preferred by the two travel segments differ in terms of color tone, hue, line, and shape. Business traveler-preferred designs signal punctual, efficient, classy, and safe service; while vacation traveler-preferred designs elicit feelings of fun, friendly, and exotic service. It is also shown that travelers prefer airline livery that is congruent with their situational self-image, depending on the travel occasion at hand. In fact, self-image congruency of design is approximately half of the variance in airline livery preference. Finally, results show that self-image congruency also increases perceived service quality.
KW - Airline livery
KW - self-image congruency
KW - sensory experience
KW - service marketing
KW - service quality
KW - travel purpose
UR - http://www.scopus.com/inward/record.url?scp=85048191337&partnerID=8YFLogxK
U2 - 10.1080/10941665.2018.1483956
DO - 10.1080/10941665.2018.1483956
M3 - Article
AN - SCOPUS:85048191337
SN - 1094-1665
VL - 23
SP - 532
EP - 548
JO - Asia Pacific Journal of Tourism Research
JF - Asia Pacific Journal of Tourism Research
IS - 6
ER -