Travelers' perceptions of airline alliance benefits and performance

This study assessed air travelers' perceptions of the importance of airline alliance benefits and the performance of airline alliances. In the process, important differences in terms of certain demographics, frequency of travel, and country of origin were established. Interviews were conducted with 819 international travelers departing Hong Kong. Results indicated that in contrast to previous research findings, it is mainly factors contributing to travelers' convenience that were ranked highest rather than the ability to earn frequent flyer points and an expanded route network offered by alliances. Furthermore, importance ratings for respondents residing in Western countries were generally, and in many cases significantly, lower than those of respondents residing in Asian countries. The moderate evaluation of the global alliances by the most frequent travelers highlights the various areas that require further attention and improvement.