Influence of Marketing Instruments on Consumer Behavior in the Process of Purchasing Leisure Flight Tickets

This paper reflects on the influence of different marketing instruments as determinants in the process of purchasing leisure flight tickets. Based on an adaptive choice-based conjoint analysis, the authors examined the perceived importance of 39 instruments. As a result, our research identifies four different instrument categories that shape the consumer's decision to different extents. This study helps airline managers to use marketing instruments that positively influence consumers in their process of purchasing leisure flight tickets.