The Study On Demand For Airport-passenger Service Based On Exploratory Factor Analysis And Cluster Analysis

The airport is a service-oriented organization that can operate indepen-dently.Its basic value is to maintain its attractiveness to tourists.The con-tinuous increase in global passenger traffic and the rapid development of the aviation industry have increased the competition among airports to attract tourists.In order to gain an advantage in the fierce market competition,the airport must put passengers' demand for services in the first place to gain anin-depth understanding of the real demands of passengers for air services.How to grasp the true aspirations of tourists,and thus focus on improving the air-port's service content and improving the airport's service quality has become a highly valued issue for the airport industry.This paper is based on the questionnaire data of the passenger service requirements of S airport,and describes the statistical features of the data samples.Through exploratory factor analysis and K-Means clustering algo-rithm,this paper constructs a model that analyzes passenger service demand and value characteristics.The model achieve the subdivision of the passenger group and the portrayal of passenger portraits.In view of the 20 attitude data on the attractiveness of airport services,this article refers to the method of Bezerra and Gomes(2015)[5]to determine the dimensions of airport-related services,and re-combines 20 original vari-ables into 6 synthetic variables by using exploratory factor analysis.They also renamed and interpreted them for environment,security and information visu-alization,process convenience and efficiency,consumer experience,technology services,and environmental protection applications.Referring to Wang Xianli's(2018)[31]analysis of passengers'service de-mand and satisfaction,based on six comprehensive variables obtained from the analysis of exploratory factors,this paper increased three variables of pas-senger value attributes to build a model that analyzes passenger service needs and value characteristics.With reference to Liu Pan's(2010)[27]method of constructing air passenger segmentation models,K-Means clustering algorith-m is used to subdivide passengers into five categories according to the service needs and values.They are defined as:excuse strict and active type,stable technology-based type,advocating efficiency development type,pragmatism and consumption type,all experience conservative type.Finally,this paper completes the portrayal of passenger group portraitsaccording to the demographic characteristics of passengers and the character-istics of airport services.Moreover,according to the characteristics of different types of passenger groups,this paper puts forward corresponding opinions on the application strategies of airports.The study found that:1.Although the excuse strict and active type of passenger group accounts for the smallest proportion among all types of passengers,it is an important group of passengers that can bring high returns to the airport.The airport should give special attention to such groups and implement specialization service plans.2.The stable technology-based community accounts for the largest pro-portion of all passenger types.This group of people has unique and strong experience in the demand for technology-based services.The airport should speed up the adjustment of new technology scenarios such as face recognition,self-service technology,and virtual reality.3.The core concern of advocating efficiency development type of pas-sengers is the transportation to arrive at the airport and security queuing.The airports targeting this group of passengers should focus on the processing services such as passenger procedures.4.The pragmatism and consumption type of people has a clear willingness to experience various types of airport service facilities and is particularly keen on the catering retail consumer experience.The airport should create a good consumption environment and conditions for such groups by focusing on the development of non-navigation businesses.5.The fifth category of passengers responds relatively conservatively to all aspects of the airport's service projects,which is related to less experience in the flight.The demand for service items by such passenger groups will change as their flight experience increases.The airport should be patient with such groups and pay attention to their changes.In addition,from the overall situation,the three types of passenger groups,namely excuse strict and active type,stable technology-based type,advocating efficiency development type,all require high efficiency.Therefore,the airport should also focus on the construction of operating efficiency to optimize pas-sengers and improve the efficiency and level of airport services.