1. Introduction
Nowadays, transportation has become an important part of human’s life, especially convenient and rapid land, water, and air transportation. Inevitably, transportation plays a major role in our daily lives. In particular, air transportation has been developed and enhanced to meet consumers’ higher demands of communication or transportation in terms of both convenience and speed. Consumers make purchasing decisions when choosing transportation and communication services based on prices and services, whereas airline service providers need to cut costs for higher returns. In the past, air transportation was an expensive choice of traveling due to its high costs. However, air transportation providers have changed their marketing strategies and been trying to lower the costs to meet consumers’ demands. Yet, safety and convenience still need to be maintained at an appropriate level. Low-cost airlines became popular and started gaining market shares in the airline business.
Around the end of 2003, low-cost airlines started emerging in Thailand due to the rising popularity of air transportation. Back then, the prices of such airlines were similar to those of other modes of transportation. A variety of benefits from low-cost airline services include expanded domestic aviation market, shortened traveling time, enhanced domestic tourism