- 期刊
澎湖空運航線連續假日一票難求班次之網路購票行為研究
Research on Online Ticket Purchase Behavior of Penghu Flights during Consecutive Holiday
摘要
2020年新冠肺炎的影響各國實施邊境管理造成國內民眾出國旅行困難，民眾轉而移至澎湖離島旅遊。本研究擬了解疫情期間之中秋節連續假日，離島航空客運航班是否仍有因航班數量不足，造成旅客產生一票難求的窘境與困擾。因此，本研究擬藉由立榮航空網路的訂票系統的訂票訊息，探討旅客對於不同航班訂票購買行為，以了解旅客於搭機往返班次之購票偏好特性，乃於限制購票日期7月27日起，至立榮航空網站當日查詢與擷取台北、台中及高雄三條航線於9月29日至10月5日期間每日的訂票狀況，進行大數據EXCEL建檔工作。事後再至馬公航空站查詢中秋節連續假日的旅客人數與實際承運機型等數據，應用SPSS進行分析到達航班起飛前網站銷售座位額滿天數、到達航班當天搭乘旅客量，並將此三航線一票難求的到離航班的預售額滿率及乘載率進行情境分析，以利了解一票難求的航班之旅客之偏愛特性。研究顯示管制訂票時間會影響旅客的連續假日訂票日期與航班時間的選擇，一票難求的黃金航班不但是旅客最青睞預售率最高的航班，同時也是乘載率高的航班，建議民航局審查航空公司提供中秋佳節連續假日的加班機時，除檢視黃金航班是否有不足外，更應要求航空公司將預售加班機的訊息及早公布，增加旅客的選擇機會。也可將旅客不偏愛且航空公司收益差之浪費航班的加班機取消或是規劃至中秋節前一天、中秋節當天及中秋節結束假期前一天的旅客需求最高的班表中，才能滿足旅客及澎湖居民的需求，提高航空公司的收益管理。
並列摘要
The impact of the new crown pneumonia in 2020 the implementation of border management by various countries has made it difficult for domestic people to travel abroad, and people have moved to the Penghu-island tourism. This study intends to understand whether there is still a dilemma and trouble for passengers to obtain a ticket due to the insufficient flights during the Moon Festival. Therefore, this research intends to use the booking information of the ticketing system of B7 Airline to explore the purchase behavior of passengers on different flights, so as to understand the characteristics of passengers' purchase preferences on the round-trip flight. From July 27th, begin to B7 Air's website to inquire and retrieve the daily ticket booking status of the three routes of Taipei, Taichung and Kaohsiung from September 29th to October 5th, and carry out the big data EXCEL file construction work. Afterwards, collecting the passengers load factors of Magong Airport during consecutive holidays of the MOON Festival. The SPSS is applied to analyze the number of days sold on the website before the departure of the arrival/departure flights, and the number of passengers on the day of the arrival/departure flights. Analyzing the difference and preference characteristics of passengers taking flight schedules. Studies have shown that day limit of ticketing buying will affect the passenger's choice of consecutive holiday booking dates and flight times. The golden flight with a hard-to-find ticket is not only the flight with the highest pre-sale rate, but also the flight with a high loading rate. It is recommended the Civil Aviation Administration examines airlines to add flights for consecutive holidays during the MOON Festival, not only checking whether the golden flights are inadequate, but also requesting airlines to announce the pre-sale of adding flights as soon as possible to increase the choice of passengers. It is also possible to cancel adding flights for wasteful flights that are not preferred by passengers and poor airline revenue or plan to schedule the schedule with the highest passenger demand on the day before the MOON Festival, on the day of the MOON Festival, and the day before the end of the MOON Festival holiday to achieve satisfying passengers and Penghu residents, and improve airline revenue management.