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Conforto Versus Economia
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.76 MB | Adobe PDF |
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Abstract(s)
Depois da pandemia COVID-19 o mercado do transporte de passageiros por via aérea começa a recuperar. Dentro desse mercado de transporte podemos encontrar diversos modelos de negócio: full-service carrier, low-cost, charter e, em particular aquele que este estudo foca, o long-haul low-cost (LHLC). Com o estudo centrado nas preferências do passageiro definimos os conceitos aplicáveis, realizámos um inquérito e entre os inquiridos foi selecionada uma população que cumprisse com os requisitos considerados fundamentais para o estudo. Através da análise dos resultados, chegámos a uma definição do que será o nível de serviço pretendido pelo passageiro e, confrontando esse nível de exigência com a oferta presente no mercado, entender quão longe, ou próximo, já se encontra a oferta proposta pelas transportadoras. Encontrámos operadores que conseguem alinhar a sua oferta, na classe económica, com o sugerido pelo estudo como sendo o que o potencial passageiro pretende. Note-se que o inquérito foi centrado apenas na preferência pura do passageiro relativamente à existência de determinado serviço na tarifa, não sendo nunca colocada a questão condicionada a um possível custo desse serviço. O próprio inquérito contextualiza o passageiro de que é referente a viagens de longo curso e baixo custo. Outra parte do nosso estudo versa sobre se o passageiro está disponível para considerar o produto do LHLC como tendo sido sujeito a um processo de comoditização. Centrando o estudo na dicotomia marca versus custo, o nosso estudo encontra fundamentos para sugerir que dois terços do mercado (66,6%) encara já a viagem LHLC como uma commodity.
After the COVID-19 pandemic, the air passenger transport market is beginning to recover. Within this transport market, we can find different business models: full-service carrier, low-cost, charter and in particular, the one that is the subject of this study, the long-haul low-cost (LHLC). With the study focused on the passenger's preferences we defined the applicable concepts, distributed a questionnaire, and among those questioned, a population was selected that met the requirements considered fundamental for the study. Through the analysis of the results, we arrived at what the level of service desired by the passenger is and, comparing this level with the current offer on the market, understanding how close, or far, the proposed offer by the carriers on the market is. We found operators that fulfil, in economy class, with what the study suggests is the demand of the potential passenger. It should be noted that the survey was focused only on the passenger's preference, regarding the existence of a certain service in the fare, with the asked question never conditioned by the associated service cost. The survey itself contextualizes the passenger referring to long-haul, low-cost travel. Another part of our study deals with whether the passenger is willing to consider the LHLC product as commoditized or not. Focusing the study on the brand versus cost dichotomy, our study finds grounds to suggest that two thirds of the market (66,6%) already considers LHLC travel as a commodity.
After the COVID-19 pandemic, the air passenger transport market is beginning to recover. Within this transport market, we can find different business models: full-service carrier, low-cost, charter and in particular, the one that is the subject of this study, the long-haul low-cost (LHLC). With the study focused on the passenger's preferences we defined the applicable concepts, distributed a questionnaire, and among those questioned, a population was selected that met the requirements considered fundamental for the study. Through the analysis of the results, we arrived at what the level of service desired by the passenger is and, comparing this level with the current offer on the market, understanding how close, or far, the proposed offer by the carriers on the market is. We found operators that fulfil, in economy class, with what the study suggests is the demand of the potential passenger. It should be noted that the survey was focused only on the passenger's preference, regarding the existence of a certain service in the fare, with the asked question never conditioned by the associated service cost. The survey itself contextualizes the passenger referring to long-haul, low-cost travel. Another part of our study deals with whether the passenger is willing to consider the LHLC product as commoditized or not. Focusing the study on the brand versus cost dichotomy, our study finds grounds to suggest that two thirds of the market (66,6%) already considers LHLC travel as a commodity.
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Keywords
baixo custo, comoditização, longo curso, passageiro, perceção commoditization, low-cost, long-haul, passenger, perception