The model of airport experience management to enhance foreign senior passengers’ behavioral future intention to revisit Suvarnabhumi Airport

Abstract

This research aims to: 1) study the behavior of senior foreign passengers at Suvarnabhumi Airport, 2) evaluate the performance of airport experience management at Suvarnabhumi Airport, 3) develop a relational model and examine the influence of airport experience management variables, including the mediating effects of the perceived value of airport experience management, satisfaction, and future behavioral intentions of senior foreign passengers at Suvarnabhumi Airport, and 4) analyze the success factors of Singapore Changi Airport concerning airport experience management. The study adopts a mixed-methods approach, combining quantitative and qualitative methodologies. The quantitative component employs a survey research model with a sample size of 380 participants, while the qualitative aspect involves in-depth interviews to provide additional context and actionable recommendations. Furthermore, the research includes an analysis of structural equation modeling, with a specific focus on testing the proposed hypotheses. The research findings provide valuable insights into the behavior of senior foreign passengers at Suvarnabhumi Airport, shedding light on their preferences, activities, and interactions within the airport. The evaluation of airport experience management highlights gaps between the perceived importance and actual performance of various elements, offering specific areas for improvement. Additionally, a complex structural equation modeling analysis illustrates the relationships between airport experience variables, perceived value, satisfaction, and the behavioral intentions of senior foreign passengers. The congruence analysis of the hypothesized model and empirical data demonstrates a well-fitting standardized measurement model. The research delves into the success factors of Singapore Changi Airport regarding experience management, drawing from in-depth interviews with both passengers and airport stakeholders. It underscores the importance of understanding passenger behavior, adopting core values, and investing in staff training and infrastructure. These findings collectively suggest several recommendations to enhance the experience of senior passengers at Suvarnabhumi Airport. These recommendations include improving lighting, air quality, signage, and social interaction while addressing concerns related to anxiety and fairness. The results also offer insights into the airport management and development process at Singapore Changi Airport, emphasizing personalized services and amenities tailored to the specific needs of senior passengers. In conclusion, this research provides valuable insights and recommendations aimed at improving the airport experience for senior foreign passengers. It contributes to overall passenger satisfaction and well-being at Suvarnabhumi Airport and has the potential to influence improvements at other airports.