Origin and money matter: The airline service quality expectations of international students

Abstract

International students represent a relevant market for national tourism organisations, educational institutions, travel agencies and transport providers. These potential tourists may travel for a variety of touristic and non-touristic reasons and an understanding of their origin, financial status and the service quality levels they require for an airline service is relevant for destination stakeholders to remain competitive and potentially adjust to these tourists' requirements. Data was collected from 563 international students studying at a university in Queensland, Australia to determine 1) the airline service quality expectation factors of international students; and 2) if significant differences existed between these potential tourists based on their source of funding, country or origin and employment status. Five service quality expectations factors were produced and significant differences existed between the expectations of ancillary services for students that were current employed and those that were not. Furthermore, students rated ancillary service, employee service and service indicators differently based on their country of origin. Conversely, the relationship between service quality expectations and source of funding was insignificant. Recommendations as a result of the findings are made and future opportunities to direct research are also outlined.