NEW NORMAL TRENDS IN AVIATION BUSINESS AFTER THE COVID-19 SITUATION WHICH AFFECTED AIRLINES MARKETING MIX

Abstract

              This research aims to study the New Normal trend in the aviation business after the Covid-19 situation affecting airlines and their marketing mix the sample group was 400 airline passengers and simple random sampling. The instrument used for data collection was a questionnaire. The statistics used for data analysis were mean, percentage and standard deviation. The results of the research were as follows: 1) Most of the service users were female, age between 31-40 years old with a bachelor's degree, occupation is student/student, the average monthly income is 15,001- 30,000 baht. 2) Most of the users choose to use the service through the online system every step of the way for safety reasons in using the service under the COVID-19 situation, followed by facilities and choose to use the service because of the tourism promotion policy from the government, respectively, with the purpose of using the service for leisure tourism followed by the purpose of traveling to visit relatives and has the purpose of traveling to study for knowledge, respectively, and 3) Overall opinions on the factors of the marketing mix. The opinion level was at the highest level, with an average of 4.49. Considering each aspect, it was found that the most important factor was the marketing mix. The physical aspect, with an average of 4.85, followed by process with an average of 4.62, personnel with an average of 4.60, products with an average of  4.49, distribution channels with an average of  4.41, and price with an average of 4.13, respectively.