The impacts of an air crash on students' transportation choice behaviour: an empirical study undertaken in Taiwan

Abstract

This research’s objectives are to identify major factors influencing offshore student–commuters’ transportation mode-choice and to develop simple Logit choice models prior and post a major air disaster. The total trip time, trip cost, ease of access to a transportation mode, student–commuters’ household income, and the risk perceived by student–commuters using different transportation modes are found to have impacts on their mode-choice behaviour. Several logit model specifications were tested. The research reveals student–commuters’ transportation mode-choice behaviour significantly changed post the May 2002 Penghu air accident. Reduction in airfares (which most airlines used to promote their services after the air-crash) was less attractive to passengers than convincing them that airline services were safe. Therefore, any post-disaster airline marketing campaign aimed at student–commuters should change from reduced fare promotion to service safety promotion.