<p> </p><p> </p><p><strong>ABSTRACT</strong></p><p> </p><p><strong>Date: </strong>June 2, 2009</p><p><strong>Programme: </strong>MIMA – International Marketing<strong> </strong></p><p><strong>Course:</strong> EF0705 Master Thesis</p><p><strong>Authors:</strong> Sutanita Thavornchak, Waritthar Taratanaphol</p><p><strong>Tutor:</strong> Joakim Netz</p><p><strong>Title:</strong> Factors influencing online purchase intention: Domestic Airline E-ticket in Thailand</p><p><strong>Introduction: </strong>Internet has become one of the most powerful tools to enhance the performance in every industry and business, including travel and tourism industry as well.  The industry has been dramatically changed by the internet in form of information search, trip planner, particularly the introduction of a new online reservation system, an electronic ticket (E-ticket). Moreover, there currently is an attempt of the International Air Transport Association (IATA) to change all 240 airlines around the world into this E-ticket system. About the e-ticket system in Thailand, many airlines have already adopted this system and tried to introduce it to their customers. However, the statistic was shown that only 24% of the internet user has experienced with it, which is pretty low comparing to some other countries. Consequently, the airlines have been trying to improve and enhance their systems in order to encourage the customers to purchase the electronic ticket.</p><p><strong>Problem:</strong> “What are the factors that influence intention to make an online purchase of airline e-ticket?”<strong> </strong></p><p><strong>Purpose: </strong>The purpose of this research is to explore the factors influencing the intention to purchase the domestic airline e-ticket in Thailand, and also to investigate whether there are any differences between e-ticket adopters and non-adopters.</p><p><strong>Method</strong>:         The research is based on quantitative research by using online self-administered survey. The list of respondents was from two travel agencies in Thailand. The questionnaires were sent out to 350 respondents and a total of 253 usable respondents were collected in this research. The questionnaires were designed based on Technology Acceptance Model (TAM). The model comprises of Perceived Usefulness (PU) and Perceived Ease of use (PEOU). In addition, the theory of Perceived Risk (PR) is also added to be the third construct in the model.</p><p><strong>Conclusion: </strong>The findings indicate that the all three constructs have different impacts on intention to purchase of e-ticket adopter and e-ticket non adopter. Perceived Usefulness (PU) is the only construct that influences e-ticket adopter while all three construct have significant impact on future intention to purchase of e-ticket non adopter. Convenience factor tends to be the most important one in Perceived Ease of Use (PEOU) for e-ticket non adopter whereas product information and accessibility is more important to e-ticket adopter in Perceived Usefulness (PU). Security and privacy are the major concern in Perceived Risk (PR) when buying e-ticket. However, there are additional factors which affect the future intention to purchase exclude from the three constructs studied.</p><p><strong> </strong></p><p><strong> </strong></p><p><strong></strong></p><p> </p>

Thesis (M.C.E.)--University of Delaware, 2006. / Principal faculty advisor: Ardeshir Faghri, Dept. of Civil & Environmental Engineering. Includes bibliographical references.

ABSTRACT   Date: June 2, 2009 Programme: MIMA – International Marketing  Course: EF0705 Master Thesis Authors: Sutanita Thavornchak, Waritthar Taratanaphol Tutor: Joakim Netz Title: Factors influencing online purchase intention: Domestic Airline E-ticket in Thailand Introduction: Internet has become one of the most powerful tools to enhance the performance in every industry and business, including travel and tourism industry as well.  The industry has been dramatically changed by the internet in form of information search, trip planner, particularly the introduction of a new online reservation system, an electronic ticket (E-ticket). Moreover, there currently is an attempt of the International Air Transport Association (IATA) to change all 240 airlines around the world into this E-ticket system. About the e-ticket system in Thailand, many airlines have already adopted this system and tried to introduce it to their customers. However, the statistic was shown that only 24% of the internet user has experienced with it, which is pretty low comparing to some other countries. Consequently, the airlines have been trying to improve and enhance their systems in order to encourage the customers to purchase the electronic ticket. Problem: “What are the factors that influence intention to make an online purchase of airline e-ticket?” Purpose: The purpose of this research is to explore the factors influencing the intention to purchase the domestic airline e-ticket in Thailand, and also to investigate whether there are any differences between e-ticket adopters and non-adopters. Method:         The research is based on quantitative research by using online self-administered survey. The list of respondents was from two travel agencies in Thailand. The questionnaires were sent out to 350 respondents and a total of 253 usable respondents were collected in this research. The questionnaires were designed based on Technology Acceptance Model (TAM). The model comprises of Perceived Usefulness (PU) and Perceived Ease of use (PEOU). In addition, the theory of Perceived Risk (PR) is also added to be the third construct in the model. Conclusion: The findings indicate that the all three constructs have different impacts on intention to purchase of e-ticket adopter and e-ticket non adopter. Perceived Usefulness (PU) is the only construct that influences e-ticket adopter while all three construct have significant impact on future intention to purchase of e-ticket non adopter. Convenience factor tends to be the most important one in Perceived Ease of Use (PEOU) for e-ticket non adopter whereas product information and accessibility is more important to e-ticket adopter in Perceived Usefulness (PU). Security and privacy are the major concern in Perceived Risk (PR) when buying e-ticket. However, there are additional factors which affect the future intention to purchase exclude from the three constructs studied.

The air traffic between Taiwan and Mainland China were prosecuted by Hong Kong and Macao. It didn't fit the economy, direc flight must be enforced. The air traffic market openness is not only economy but also polity. The government would especially take care with traffic right, because it will show the sovereignty. The research would analyze the air traffic right by economy and polity.

Purpose: After 911 attack, Bali attack, War between Iraq and USA, and SARS outbreak, there is heavy damage in the traveling business. Under the burning situation, Airline Industry use strategic alliance to expand resource base, to increase competitive edge, to expand long-term profit and to estimate future market. Our study is to evaluate the relationship between strategic alliance type and performance. Material and Methods: The methodology of this reach is to interview with 13 international airlines¡¦ managers and to find out the alliance performance in different strategic alliances types. These strategic relationships include Precompetitive Alliance, Competitive Alliance, Noncompetitive Alliance, and Procompetitive Alliance. The strategic alliance performance is evaluated in four dimensions, which are mostly concerned by these airline managers. They are Profit, Image and Popularity, Passenger Load-Factor, and Customers Satisfaction. Results: The performance in different alliance types shows in the following lists: 1. The best performance in aliening with Travel Agent is ¡§ raise the Passenger Load Factor¡¨ 2. The best performance in aliening with Internet is ¡§ raise the Passenger load factor¡¨ 3. The best performance in aliening with Tourism associations is ¡§ enhance the Image and Popularity¡¨ 4. The best performance to aliening with other airlines (StarAlliance,Oneworld) is ¡§enhance the Image and Popularity¡¨ 5. The best performance for code share flight is ¡§ raise the Passenger Load Factor¡¨ 6. The best performance aliening with hotels and department store are ¡§enhance the Image and Popularity¡¨ 7. The best performance in aliening with Telecom company and Credit Card Company are ¡§enhance the Image and Popularity¡¨ The alliance type in these four performance dimensions shows in the following list. 1. The best alliance for increasing Profit is aliening with Internet and Travel Agent. 2. The best alliance for enhancing Image and Popularity is joining StarAlliance or Oneworld Alliance. 3. The best alliance to raising Passenger Load Factor is aliening with Travel Agency. 4. The best alliance for boosting Customers Satisfaction is joining StarAlliance or Oneworld Alliance. Conclusion: In conclusion of this research study, the most benefit in airline industry under the strategic alliance is the rise of Passenger Load Factor. As for the airlines managers¡¦ most concern ¡§Profit¡¨, alliance with travel agency and Internet stands out the most.

Technological and industrial advances have resulted in the growth of large enterprises.Optimization models have been developed to increase the efficiency of partsof these systems, but models that optimize entire enterprises are frequently immenseand very complex to solve. Sequential solution techniques have resulted, which leadto useful, but not globally optimal, solutions. For example, airlines develop flightschedules based on strategic business objectives, and sequentially plan operationalprocesses to execute the schedule. Proven models that exist for the operationalsubproblems are solved sequentially, begin with a flight schedule, and allow limitedfeedback in the planning process. Since small changes to the individual parts haveproduced millions of dollars in improvement, an overall optimal solution could yielda significant increase in the airline's profit.We consider a modelling paradigm that moves toward integrated methods for theairline schedule planning phase using surrogate representations of the operationalproblems. In this context, surrogate models are relatively easy to solve, yet suffi-ciently representative of the operational problem to reflect its impact on schedulechoices. To illustrate, we develop surrogate models of maintenance scheduling, crewscheduling, and revenue generation. We solve the master schedule problem with eachsurrogate model using well-known decomposition techniques, and then combine thesurrogates into a single model that is readily decomposed into multiple subproblemsand solved.The model developments include additional considerations in constructing surrogatemodels. For example, to demonstrate validation of a surrogate's utility, wecompared the feasibility indications from the maintenance subproblem surrogate tothose from a larger, exact model of maintenance feasibility. The crew scheduling surrogatemodel development incorporates disruptions in the master schedule, drivingthe schedule to account for both crew costs and the impact of random disruptions.Finally, in the revenue management subproblem, we consider random demand thatimpacts a schedule's profitability.While surrogate solutions are inherently of little utility operationally, the resultsare useful for shaping the master schedule towards a global optimum. The paradigmallows for consideration of the subproblems in initial planning, so that solutionsobtained from the full models are based on a schedule that may lead to a betteroverall bottom line.

This thesis presents a study of intra-organisational legitimation of the Human Resource function in a large Australian airline. Major changes in senior management and strategy, under tumultuous circumstances for the industry and the firm, saw a repositioning of human resources in the organisation. The study draws on empirical ethnographic research conducted within a large global airline over approximately fourteen months, focusing on 2001. Using a longitudinal and processual research strategy, the study adopted enabled the close examination of the interrelationships between institutional structures and organisational action, embedded in an organisational setting. In particular, it considers the loss of legitimacy and agency of managers in a corporate human resources department and their response in re-establishing legitimacy in a new institutional context. Legitimacy implies the actions and existence of these actors and their sub-unit are both valued and considered valid by their constituencies. In the analysis of the unfolding multi-layered processes of legitimation, I employed elements of neo-institutional theory and critical realist ontology and applied this analysis to a modified conception of structuration, mapping out the HR managers' experience of the inner context and how it came to position their practices and constrain their agency. The study found that the human resource actors in the airline were able to re-form and regain the legitimacy of their sub-unit and of their major strategic initiative, by drawing on their stock of political relationships and on the plurality of logics, values and norms available within the large, diverse firm" Their reflexive awareness of their contextual positioning enabled them to alter their legitimation strategies and regain legitimacy" This thesis makes a contribution to our understanding of processes of deinstitutionalisation and legitimation and ongoing structuration in organisational settings. It also expands our conceptualisation of legitimacy, by focusing on legitimation as an act of becoming, and developing the notion of legitimacy struggles as institutional politics. Finally, the thesis contributes to critical human resource management research and our understanding of human resource managers' capacity for agency within broader institutional contexts.

This thesis presents a study of intra-organisational legitimation of the Human Resource function in a large Australian airline. Major changes in senior management and strategy, under tumultuous circumstances for the industry and the firm, saw a repositioning of human resources in the organisation. The study draws on empirical ethnographic research conducted within a large global airline over approximately fourteen months, focusing on 2001. Using a longitudinal and processual research strategy, the study adopted enabled the close examination of the interrelationships between institutional structures and organisational action, embedded in an organisational setting. In particular, it considers the loss of legitimacy and agency of managers in a corporate human resources department and their response in re-establishing legitimacy in a new institutional context. Legitimacy implies the actions and existence of these actors and their sub-unit are both valued and considered valid by their constituencies. In the analysis of the unfolding multi-layered processes of legitimation, I employed elements of neo-institutional theory and critical realist ontology and applied this analysis to a modified conception of structuration, mapping out the HR managers' experience of the inner context and how it came to position their practices and constrain their agency. The study found that the human resource actors in the airline were able to re-form and regain the legitimacy of their sub-unit and of their major strategic initiative, by drawing on their stock of political relationships and on the plurality of logics, values and norms available within the large, diverse firm" Their reflexive awareness of their contextual positioning enabled them to alter their legitimation strategies and regain legitimacy" This thesis makes a contribution to our understanding of processes of deinstitutionalisation and legitimation and ongoing structuration in organisational settings. It also expands our conceptualisation of legitimacy, by focusing on legitimation as an act of becoming, and developing the notion of legitimacy struggles as institutional politics. Finally, the thesis contributes to critical human resource management research and our understanding of human resource managers' capacity for agency within broader institutional contexts.

This research investigates the relationship among the stakeholders during the strategic planning process in an airline company. The concept of involving stakeholders in strategic planning is based on the assumption that engaging stakeholders in a meaningful way will increase the benefits for both the organization and the stakeholders. The growth trend of the company investigated has resulted in complexity due to the growth of its internal and external stakeholders and the influence that their relationships can have on strategic planning. Whereas studies have identified a number of factors that can influence stakeholder relations, it has also been suggested that relationships could further be influenced by host of other stakeholder-related attributes. It is in this context that the study answers the following research questions: (1) how do stakeholders understand their responsibilities in strategic planning?; (2) how do they perceive the importance of communication and coordination to their relationship during the planning process?; and (3) how do the stakeholders‘ expectations shape the challenges faced by the company and their relationship during strategic planning? The study employs the qualitative method of research using the interview technique to collect data to gain insights into how the participants perceive and make sense of their relationships during strategic planning in their company. The conceptual dimension of the study is premised on the two streams of meaning of relationships and the dynamics of stakeholder relations during strategic planning projected in the literature. The methodological dimension is premised on the importance of lived experience as a significant source of knowledge. In this respect, the study draws on phenomenology using narrative analysis and inductive content analysis in the treatment of data. Accordingly, the study found that stakeholders bring to the table a plethora of responsibilities which have significant upward and downward influences during strategic planning. There is a consensus among stakeholders on the general importance of the relational benefits of coordination and communication. Real time coordination and communication with external stakeholders is differentially perceived within the range of poor to excellent. Likewise, there is differential perception of the relational importance of communication in terms of organizational context. Whether the coordination among stakeholders is perceived as excellent or poor, the bottom line is that stakeholder relations in the company remains a challenge. Stakeholders have multiple expectations of the company strategic plan and the strategic planning process which further raises multi-faceted challenges to the company. Based on the findings the study came up with a model that highlights the streams of thought pursued in the study. The findings affirm the view that relationships result from what transpires, happens, or occurs during strategic planning. Likewise, the inherent connectivity that results from the social nature of individuals involved in the planning process is affirmed. The former is on account of the responsibilities of the stakeholders and the latter on account of the inherent value that stakeholders place on strategic planning. The quality and extent of stakeholder relations however is moderated by extent and quality of coordination and communication before and during the planning process.

Traffic growth, capacity constraints, climate change and the necessity to develop a more cost efficient system led to an ambitious initiative to reform the architecture of airspace management. This initiative, launched by the European Commission (EC), is called Single European Sky (SES). The four Key Performance Areas (KPAs) of SES are environment; cost efficiency; capacity; and safety. In the environment KPA Performance Indicators for Air Navigation Services Providers (ANSPs) are established to ensure that improvement in sustainability is achieved. In addition, aviation is included in the European Union's Emission Trading Scheme (EU ETS): the EC sets limits on CO2 emissions and provides economic incentives to airlines to reduce emissions by establishing a market-based trading system. EU-ETS can be used to simultaneously promote economic efficiency and achieve environmental goals on a sustainable basis. The PhD research examines the existence of cancel-out effects between supply-led, i.e. SES, and demand-led management, i.e. EU ETS, policies by following a holistic approach. Environmental economics theory and industrial economics are applied to identify factors that have a significant influence on the two policies. Interestingly, and in spite of common objectives, the two schemes are governed by different bodies, which may fail to streamline their communication process. Hence, the PhD thesis also addresses the issue of governance and its possible failure regarding the full implementation and efficiency of the schemes. From a methodological perspective, Delphi is conducted in two rounds to encapsulate policy complexity at an in-depth level. The target population comprises stakeholders involved in SES and EU ETS. To select candidates purposive and snowball sampling was used. Thus, the sample consists of 39 senior managers/experts from Civil Aviation Authorities; ANSPs; aviation-related organisations and institutions; and airlines. Based on the results of the Delphi and building on its theoretical background, the PhD thesis then develops a conceptual model to address governance failure, thus effectively linking supply- to demand-oriented aviation policies in a holistic manner.