Situs slot slot88 SLOT JP slot slot akun jp slot slot gacor slot gacor emon77 slot88 slot gacor akuntoto slot juaraslot88 emon77 slot88resmi emon77 slot TOTOSLOTJP slot slot slot gacor slot slot gacor data macau slot88 slot88 Situs toto data macau hari ini TOTO sakti123 toto slot situs toto toto slot Slot pontoto tarungtoto mahjong situs slot gacor situs toto situs toto KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO KIENTOTO LICIN4D PUCUK4D PASCOL4D PASCOL4D PASCOL4D PASCOL4D PASCOL4D kari4d kari4d PASCOL4D kari4d PASCOL4D PASCOL4D kari4d kari4d

Vol. 4 No. 1 (2026)
Articles

Air Travel as Part of the Tourism Experience: Antecedents of Travel Advocacy Among Airline Passengers

PDF
  • Marceilla Suryana
Marceilla Suryana
Travel Business Program, Politeknik Negeri Bandung
DOI: https://doi.org/10.58229/jcsam.v4i1.491

Published 2026-07-05

Keywords

  • airline service quality,
  • digital service experience,
  • customer experience,
  • perceived value,
  • memorable travel experience,
  • travel advocacy,
  • air travel tourism
    • ...More
    Less

How to Cite

Suryana, M. (2026). Air Travel as Part of the Tourism Experience: Antecedents of Travel Advocacy Among Airline Passengers. Journal of Consumer Studies and Applied Marketing, 4(1). https://doi.org/10.58229/jcsam.v4i1.491

Abstract

Air travel has increasingly evolved from a purely functional mode of transportation into an integral component of the tourism experience. Despite this transformation, airline research continues to emphasize service quality, satisfaction, and loyalty, while paying limited attention to the mechanisms by which travel experiences translate into advocacy behavior. This study investigates the influence of airline service quality and digital service experience on travel advocacy, with customer experience, perceived value, and memorable travel experience as mediating factors. A quantitative cross-sectional survey was conducted among 500 airline passengers in Indonesia who had undertaken leisure travel by air within the previous twelve months. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both airline service quality and digital service experience significantly enhance customer experience. Customer experience subsequently positively affects perceived value and memorable travel experience, thereby serving as a key mechanism linking airline experiences with advocacy behavior. In turn, perceived value and memorable travel experience significantly influence travel advocacy, with the latter emerging as the strongest predictor. The results highlight the central role of customer experience in transforming service encounters into advocacy behavior. The study extends airline and tourism literature by moving beyond the conventional service quality–satisfaction–loyalty paradigm and positioning travel advocacy as the ultimate behavioral outcome. The findings further suggest that airlines should focus on creating seamless, meaningful, and memorable travel experiences across both physical and digital touchpoints to encourage positive recommendations and advocacy.

PDF

References

  1. Abdul Rahman, N. A., Firdaus, M. I., Simarmata, J., & Octaviani, R. D. (2025). Healthy Aging in the Skies: How Women Leaders Shape the Travel Experience for Older Passengers. Journal of Macromarketing, 45(4), 667–685. https://doi.org/10.1177/02761467251321463
  2. Ali, N., & Alfayez, M. (2024). The impact of E-CRM on customer loyalty in the airline industry: the mediating role of customer experience. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2364838
  3. Bakir, N., El Nemar, S., Gehchan, F. B., Samrouth, K., & Vrontis, D. (2025). Optimizing airline services: leveraging data-driven strategies for enhanced customer satisfaction and engagement. Journal of Asia Business Studies, 19(2), 487–510. https://doi.org/10.1108/JABS-09-2024-0559
  4. Božić, D., Hunjak, D., Domitrović, A., & Grigoroudis, E. (2024). Multicriteria satisfaction analysis to analyse passenger perceptions of air travel service quality in Croatia. Journal of the Operational Research Society, 75(11), 2267–2281. https://doi.org/10.1080/01605682.2024.2311323
  5. Chand, P. K., Tandon, U., Jhamb, D., & Mittal, A. (2024). The mediating role of customers’ emotional attachment in enhancing service excellence and repurchase intentions of low-cost carrier airlines. International Journal of Business Excellence, 32(1), 66–84. https://doi.org/10.1504/IJBEX.2024.135929
  6. Chandralal, L., & Valenzuela, F.-R. (2015). Memorable Tourism Experiences: Scale Development. Contemporary Management Research, 11(3), 291–310. https://doi.org/10.7903/cmr.13822
  7. Dike, S. E., Davis, Z., Abrahams, A., Anjomshoae, A., & Ractham, P. (2024). Evaluation of passengers’ expectations and satisfaction in the airline industry: an empirical performance analysis of online reviews. Benchmarking, 31(2), 611–639. https://doi.org/10.1108/BIJ-09-2021-0563
  8. Duran, C., Uray, N., & Alkilani, S. (2024). The Impact of the Characteristics of Self-Service Technologies on Customer Experience Quality: Insights for Airline Companies. Journal of Tourism and Services, 15(29), 46–71. https://doi.org/10.29036/jots.v15i29.735
  9. Goktas, P., & Dirsehan, T. (2025). Using PLS-SEM and XAI for causal-predictive services marketing research. Journal of Services Marketing, 39(1), 53–68. https://doi.org/10.1108/JSM-10-2023-0377
  10. Gurler, H. E. (2025). How does service quality predict loyalty? The serial mediation effects of perceived value and consumer brand identification. International Journal of Quality and Reliability Management, 42(3), 920–940. https://doi.org/10.1108/IJQRM-12-2023-0385
  11. Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). In Handbook of Market Research (3rd ed., Vol. 21, Issue 1). Sage Publications, Inc. https://doi.org/10.1007/978-3-030-80519-7
  12. Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial Management & Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382
  13. Hwang, J., Joo, K.-H., Kim, H., & Lee, J. S.-H. (2024). The difference between service robots and human staff in the extended TPB model in airports. Current Issues in Tourism, 27(12), 1916–1929. https://doi.org/10.1080/13683500.2023.2215975
  14. Kalogiannaki, I. (2025). Embracing AI automation to enhance customer experience, employee knowledge and build a smarter airport ecosystem. Journal of Airport Management, 19(4), 339–348. https://doi.org/10.69554/JOVS3834
  15. Kim, J. J.-H. (2018). The Impact of Memorable Tourism Experiences on Loyalty Behaviors: The Mediating Effects of Destination Image and Satisfaction. Journal of Travel Research, 57(7), 856–870. https://doi.org/10.1177/0047287517721369
  16. Klaus, P. ‘Phil,’ & Maklan, S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research, 55(2), 227–246. https://doi.org/10.2501/IJMR-2013-021
  17. Lee, C. K. H., & Leung, E. K. H. (2024). Designing Predictive Models for Customer Recommendations During COVID-19 in the Airline Industry. IEEE Transactions on Engineering Management, 71, 13274–13284. https://doi.org/10.1109/TEM.2022.3211767
  18. Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
  19. Lutzky, U. (2024). “Doesn’t Really Answer My Question..”: Exploring Customer Service Interactions on Twitter. International Journal of Business Communication, 61(1), 92–114. https://doi.org/10.1177/23294884231200247
  20. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
  21. Prebensen, N. K., Vittersø, J., & Dahl, T. I. (2013). Value Co-Creation Significance Of Tourist Resources. Annals of Tourism Research, 42, 240–261. https://doi.org/10.1016/j.annals.2013.01.012
  22. Rasoolimanesh, S. M., Gannon, M., Taheri, B., & Mikulić, J. (2025). Assessing a Model of Customer Rage: Does Customer Entitlement Moderate Relationships Between Rage Emotions, Expressions and Behaviors? Journal of Travel Research, 64(2), 462–484. https://doi.org/10.1177/00472875231213992
  23. Rather, R. A. (2020). Customer experience and engagement in tourism destinations : the experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1), 15–32. https://doi.org/10.1080/10548408.2019.1686101
  24. Rather, R. A., & Hollebeek, L. D. (2021). Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age. Journal of Retailing and Consumer Services, 60, 102453. https://doi.org/10.1016/j.jretconser.2021.102453
  25. Sağbaş, M., & Aydogan, S. (2025). Unveiling the Nuances: How Fuzzy Set Analysis Illuminates Passenger Preferences for AI and Human Agents in Airline Customer Service. Tourism and Hospitality, 6(1). https://doi.org/10.3390/tourhosp6010043
  26. Simarmata, J., Firdaus, M. I., Octaviani, R. D., & Buyle, S. (2025). Self-service technology in airports: analyzing flow experience and user acceptance in Indonesia. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2025.2490597
  27. Usun, S. O., Bas, S. A., Meniz, B., & Ozkok, B. A. (2024). Passenger satisfaction assessment in the aviation industry using Type-2 fuzzy TOPSIS. Journal of Air Transport Management, 119. https://doi.org/10.1016/j.jairtraman.2024.102630
  28. Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10. https://doi.org/10.1007/s11747-007-0069-6
  29. Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31–41. https://doi.org/10.1016/j.jretai.2008.11.001
  30. Williams, P., & Soutar, G. N. (2009). Value, Satisfaction And Behavioral Intentions In An Adventure Tourism Context. Annals of Tourism Research, 36(3), 413–438. https://doi.org/10.1016/j.annals.2009.02.002
  31. Yu, D., Cai, H., Zhou, J., Yang, T., & Li, H. (2025). Affordable excellence! Navigating the future survival strategies of low-cost carriers using text analysis: Insights from air passengers. Research in Transportation Business and Management, 63. https://doi.org/10.1016/j.rtbm.2025.101517
  32. Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2. https://doi.org/10.2307/1251446
  33. Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8, 326–336. https://doi.org/10.1016/j.jdmm.2017.06.004