Willingness to pay for airline security

Abstract

Purpose Due to recent international media reports of terrorist attacks in airports, people are more aware of the risk terrorism poses to flying and the need for security measures in the airline industry. This study aims to examine factors affecting willingness to pay (WTP) for airline security and safety flights after terror attacks incident. Design/methodology/approach A polling company distributed an internet survey among 415 Israelis in July 2014, after thousands of missiles had been fired into Israel from the Gaza Strip, threatening the population and disrupting aviation traffic to and from Israel. The results show that individuals who attributed higher importance to airline security and exhibited more fear and less optimism were willing to pay more for airline security and safety. Findings The results show that individuals who attributed higher perceived importance to airline security and exhibited more fear and less optimism were willing to pay more for the security and safety of flying. Research limitations/implications The implications of the study are important for understanding how terrorist attacks and negative aviation events affect people’s feelings, pessimism/optimism and general attitudes toward airline security. Originality/value Due to the increase in the number of terror attack involving airlines, it is important for understanding the demand for tickets on secure airlines. Such an understanding is essential for evaluating the perceived benefit of safety and security improvements in the aviation industry and for developing marketing strategies for different tickets.