Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/276038 
Year of Publication: 
2019
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 36 [Issue:] 3 [Year:] 2019 [Pages:] 30-38
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
This paper reflects on the influence of different marketing instruments as determinants in the process of purchasing leisure flight tickets. Based on an adaptive choice-based conjoint analysis, the authors examined the perceived importance of 39 instruments. As a result, our research identifies four different instrument categories that shape the consumer's decision to different extents. This study helps airline managers to use marketing instruments that positively influence consumers in their process of purchasing leisure flight tickets.
Document Type: 
Article

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