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Exploring Consumer Types of Low-cost Carrier Using Q Methodology

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2011, 35(1), pp.145-164
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

YongGu Suh 1 김새롬 2 Suh Yong-Kun 3

1숙명여자대학교
2유피디아 전략컨설팅그룹
3제주대학교

Accredited

ABSTRACT

Low-cost carrier(LCC) airline business has been a market driver in the airline industry since it was first introduced into Korea several years ago. However, there has been only a few studies on LCC and their consumer types. Using the Q methodology, this study explored the consumer types of low-cost carrier. Particularly, this study was an attempt to draw key market segments of the LCC according to the users' consumption values and lifestyles. 23 Q samples were extracted from in-depth interviews with LCC professionals, publics and students and 20 people were selected to classify the Q samples. Results showed that their were 3 key consumer segments of LCC. The first market was price sensitive heavy internet users and the second market was time sensitive professionals. The last market was safety sensitive conservative tourists. Implications and future research directions were also discussed.

Citation status

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