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    FACTORS INFLUENCING THE PERCEPTION OF MARKETING INNOVATION AND PURCHASING INTENTION OF THAI PASSENGERS USING DOMESTIC AIRLINES IN THE REGIONAL SECONDARY AIRPORT 

    Natchanok Pongsutthiyakorn; ณัฐชนก พงศ์สุทธิยากร; Watsida Boonyanmethaporn; วรรษิดา บุญญาณเมธาพร; National Institute of Development Administration. The Graduate School of Tourism Management; Watsida Boonyanmethaporn; วรรษิดา บุญญาณเมธาพร (National Institute of Development Administration, 12/8/2022)

             This research aimed to  a) evaluate Thai passengers’ perception towards domestic airlines’ marketing innovation based in the secondary cities, b) to investigate the factors of airline service’s alternatives and Thai passengers’ perceptions towards domestic airlines’ marketing innovation based in the secondary cities, c) to examine the effect of the alternatives to airline service factors that affected Thai passengers’ perceptions towards domestic airlines’ marketing innovation based in the secondary cities, d) to examine the effect of ...