Profiling tourists travelling by low cost carriers: a case study

Abstract

Following the global trend towards increased airline deregulation, the Low Cost Carrier (LCC) model emerged and has led to growing demand for cheaper air travel (Doganis 2001). Passengers travelling on LCCs have demonstrated their willingness to trade off the service levels offered by Full Service Carriers for a lower price. For many tourism regions the growth of LCCs has provided welcome opportunities to expand into new markets. In Australia, LCCs have become a popular mode of transport with the number of seats offered continuing to expand. By 2008 three LCCs were flying in Australian skies with a fourth airline consortium announcing intensions of commencing services in late 2008 or 2009. This research reports on the findings of an investigation into profiles and motivations of passengers who selected low cost airlines to travel to Cairns, a major nature based destination located in the north east of Australia.