Exploratory of Tourists’ Expectation on Airport Service Quality: Classification and Regression Tree Approach
Keywords:
Thai Airport, Satisfaction, Decision Tree, Variables Importance, Strategic Management, TouristsAbstract
Currently, The major GDP of Thailand relies on tourism. Thus, the tourist has played essential roles in the economic deployment of Thailand. Air transportation almost selected for travellers in both foreign and domestic. The airports are the first impression for the tourists. An expectation of tourism is importance that is significant to the perceived a service quality of the airport. Because the airport is the first facility before going to the travelling places, this study aims to understand the tourists' expectations for airport service quality related to the passengers' satisfaction. We reviewed the service indicators from the previous studies of airport service quality. This study also tries to understand the relationship among the indicators. Thus, We used a classification and regression tree (CART) to analyze the data collection. The data was interviewed in the airport nationwide by the questionnaire of airport service indicators. The total data is 490 passengers who have travelling objective. We found the initial result that 68.6% is not satisfied with the airport service, who have the average of expectation gather than perception. According to the CART result, We found that the most critical indicator is an available parking space, the baggage carts, walking distance and internet access/Wi-Fi, respectively. This research can guide strategic management for airport efficiency improvements to support the tourists, especially when the Thai Government could handle the spread of COVID-19, many tourists would come.References
Allen, J., Bellizzi, M. G., Eboli, L., Forciniti, C., & Mazzulla, G. (2020a). Identifying strategies for improving airport services: introduction of the Gap-IPA to an Italian airport case study. Transportation Letters, 13(3), 243-253.
Allen, J., Bellizzi, M. G., Eboli, L., Forciniti, C., & Mazzulla, G. (2020b). Latent factors on the assessment of service quality in an Italian peripheral airport. Transportation Procedia, 47, 91-98.
Barakat, H., Yeniterzi, R., & Martín-Domingo, L. (2021). Applying deep learning models to twitter data to detect airport service quality. Journal of Air Transport Management, 91.
Barlin, J. N., Zhou, Q., St. Clair, C. M., Iasonos, A., Soslow, R. A., Alektiar, K. M., . . . Abu-Rustum, N. R. (2013). Classification and regression tree (CART) analysis of endometrial carcinoma: Seeing the forest for the trees. Gynecologic Oncology, 130(3), 452-456.
Berry, M. J. A., & Linoff, G. (2000). Mastering data mining. John Wiley & Sons, New York, NY.
Bezerra, G. C. L., & Gomes, C. F. (2015). The effects of service quality dimensions and passenger characteristics on passenger's overall satisfaction with an airport. Journal of Air Transport Management, 44-45, 77-81.
Bezerra, G. C. L., & Gomes, C. F. (2016). Measuring airport service quality: A multidimensional approach. Journal of Air Transport Management, 53, 85-93.
Breiman, L., Friedman, J., Olshen, R. A., & Stone, C. J. (1984). Classification and Regression Trees, Edition. (revised ed.) Chapman and Hall/CRC, New York, N.Y.
Champahom, T., Goodary, R., Beeharry, R., Jomnonkwao, S., & Ratanavaraha, V. (2019a). Evaluating user’s satisfaction of bus service in Mauritius: Decision tree approach. Lowland Technology International, 20(4).
Champahom, T., Jomnonkwao, S., Chatpattananan, V., Karoonsoontawong, A., & Ratanavaraha, V. (2019b). Analysis of Rear-End Crash on Thai Highway: Decision Tree Approach. Journal of Advanced Transportation, 2019, 2568978.
Champahom, T., Jomnonkwao, S., Karoonsoontawong, A., Hantanong, N., Beeharry, R., & Ratanavaraha, V. (2020). Modeling user perception of bus service quality: A case study in Mauritius. Songklanakarin Journal Science0 Technology, 42(3), 660-670.
Chang, L.-Y., & Chien, J.-T. (2013). Analysis of driver injury severity in truckinvolved accidents using a nonparametric classification tree model. Safety Science, 51(1), 17-22.
Chang, L. Y., & Wang, H. W. (2006). Analysis of traffic injury severity: an application of non-parametric classification tree techniques. Accident Analysis & Prevention, 38(5), 1019-1027.
Chen, J. K. C., Batchuluun, A., & Batnasan, J. (2015). Services innovation impact to customer satisfaction and customer value enhancement in airport. Technology in Society, 43, 219-230.
Chonsalasin, D., Jomnonkwao, S., & Ratanavaraha, V. (2020a). Key Determinants of Airline Loyalty Modeling in Thailand. Sustainability, 12(10).
Chonsalasin, D., Jomnonkwao, S., & Ratanavaraha, V. (2020b). Measurement model of passengers’ expectations of airport service quality. International Journal of Transportation Science and Technology.
Chou, P. A. (1991). Optimal Partitioning for Classification and Regression Trees. IEEE Transactions on Pattern Analysis and Machine Intelligence, 13(4), 340-354.
Comrey, A. L., & Lee, H. B. (1992). A first course in factor analysis.: L. Erlbaum Associates.
de Barros, A. G., Somasundaraswaran, A. K., & Wirasinghe, S. C. (2007). Evaluation of level of service for transfer passengers at airports. Journal of Air Transport Management, 13(5), 293-
de Oña, J., de Oña, R., & Calvo, F. J. (2012). A classification tree approach to identify key factors of transit service quality. Expert Systems with Applications, 39(12), 11164-11171.
Dean, A. M. (2004). Rethinking customer expectations of service quality: are call centers different? Journal of Services Marketing, 18(1), 60-78.
Fakfare, P., Wattanacharoensil, W., & Graham, A. (2021). Exploring multiquality attributes of airports and the asymmetric effects on air traveller satisfaction: The case of Thai International Airports. Research in Transportation Business & Management.
Field, A. P. (2009). Discovering statistics using SPSS: (and sex, drugs and rock'n’roll): SAGE.
Hernandez, S., & Monzon, A. (2016). Key factors for defining an efficient urban transport interchange: Users' perceptions. Cities, 50(1), 158-167.
Hernandez, S., Monzon, A., & de Oña, R. (2016). Urban transport interchanges: A methodology for evaluating perceived quality. Transportation Research Part A: Policy and Practice, 84(1), 31-43.
Hwang, S.-H., Pyo, T., Oh, H.-B., Park, H. J., & Lee, K.-J. (2013). Combined application of information theory on laboratory results with classification and regression tree analysis: Analysis of unnecessary biopsy for prostate cancer. Clinica Chimica Acta, 415, 133-137.
IBM. (2012). IBM SPSS Decision Trees 21. Retrieved from www.sussex.ac.uk/its/pdfs/SPSS_Decision_Trees_21.pdf
Janic, M. (2003). Assessment and Management of Quality of Service at an Airport Passenger Terminal. Transportation Planning and Technology, 26(3), 239-263.
Kashani, A. T., & Mohaymany, A. S. (2011). Analysis of the traffic injury severity on two-lane, two-way rural roads based on classification tree models. Safety Science, 49(10), 1314-1320.
Khan, G., Bill, A. R., & Noyce, D. A. (2015). Exploring the feasibility of classification trees versus ordinal discrete choice models for analyzing crash severity. Transportation Research Part C: Emerging Technologies, 50, 86-96.
Koo, C., Hong, T., & Kim, J. (2014). A decision support system for determining the optimal size of a new expressway service area: Focused on the profitability. Decision Support Systems, 67(1), 9-20.
Lee, K., & Yu, C. (2018). Assessment of airport service quality: A complementary approach to measure perceived service quality based on Google reviews. Journal of Air Transport Management, 71, 28-44.
Lee, S., Lee, S., & Park, Y. (2007). A prediction model for success of services in e-commerce using decision tree: E-customer’s attitude towards online service. Expert Systems with Applications, 33(3), 572-581.
Liou, J. J. H., Tang, C.-H., Yeh, W.-C., & Tsai, C.-Y. (2011). A decision rules approach for improvement of airport service quality. Expert Systems with Applications.
Lubbe, B., Douglas, A., & Zambellis, J. (2011). An application of the airport service quality model in South Africa. Journal of Air Transport Management, 17(4), 224-227.
Martin-Domingo, L., Martín, J. C., & Mandsberg, G. (2019). Social media as a resource for sentiment analysis of Airport Service Quality (ASQ). Journal of Air Transport Management, 78, 106-115.
Mikučionienė, R., Martinaitis, V., & Keras, E. (2014). Evaluation of energy efficiency measures sustainability by decision tree method. Energy and Buildings, 76(1), 64-71.
Pabedinskaitė, A., & Akstinaitė, V. (2014). Evaluation of the Airport Service Quality. Procedia - Social and Behavioral Sciences, 110, 398-409.
Pakgohar, A., Tabrizi, R. S., Khalili, M., & Esmaeili, A. (2011). The role of human factor in incidence and severity of road crashes based on the CART and LR regression: a data mining approach. Procedia Computer Science, 3, 764-769.
Pande, A., Abdel-Aty, M., & Das, A. (2010). A classification tree based modeling approach for segment related crashes on multilane highways. Journal of Safety Research, 41(5), 391-397.
Pandey, M. M. (2016). Evaluating the service quality of airports in Thailand using fuzzy multi-criteria decision making method. Journal of Air Transport Management, 57, 241-249.
Pandey, M. M. (2020). Evaluating the strategic design parameters of airports in Thailand to meet service expectations of Low-Cost Airlines using the Fuzzy based QFD method. Journal of Air Transport Management, 82.
Pantouvakis, A., & Renzi, M. F. (2016). Exploring different nationality perceptions of airport service quality. Journal of Air Transport Management, 52, 90-98.
Pothiphun, M., & Ajnarong, W. (2018). The Analysis of Tourists Transportation System : Case Study Koh Chang. Journal of Management Sciences, 1(1), 143-163.
Ratanavaraha, V., & Jomnonkwao, S. (2014). Model of users׳ expectations of drivers of sightseeing buses: confirmatory factor analysis. Transport Policy, 36, 253-262.
Rouenthip, K., & Laosumrit, C. (2020). Research Note: Krungthai COMPASS; Evaluation of Tourism in Thailand. Retrieved from https://krungthai.com/Download/economyresources/ EconomyResourcesDownload_579Research_Note_20_07_63.pdf
SCB Economic Intelligence Center. (2020). EIC Data Analystics: A Recovering of Thai Tourism Retrieved from https://www.scbeic.com/th/detail/product/7026
Song, Y. Y., & Lu, Y. (2015). Decision tree methods: applications for classification and prediction. Shanghai Archives of Psychiatry, 27(2), 130-135.
Taufik, N., & Hanafiah, M. H. (2019). Airport passengers' adoption behaviour towards self-check-in Kiosk Services: the roles of perceived ease of use, perceived usefulness and need for human interaction. Heliyon, 5(12), e02960.
Thampan, A., Sinha, K., Gurjar, B. R., & Rajasekar, E. (2020). Functional efficiency in airport terminals: A review on Overall and Stratified Service Quality. Journal of Air Transport Management, 87.
The Civil Aviation Auhority of Thailand. (2020). Statisical air passengers of Thailand. Retrieved from https://www.caat.or.th/th/archives/49463
Tsai, W.-H., Hsu, W., & Chou, W.-C. (2011). A gap analysis model for improving airport service quality. Total Quality Management & Business Excellence, 22(10), 1025-1040.
