Decoding User Reviews for Low-Cost Airlines Marketing: A Global Analysis of Passenger Preferences

The airline industry is a key component in the transportation and tourism sectors thanks to its economic potential and global scope, and the complex structure of customer preferences, competitive environment, and changing dynamics require examination of the marketplace. In this context, it has been determined that many studies have focused on user studies in the airline market, while only a few studies have examined the Low-cost airline sub-context in the airline market. This study aims to investigate the factors affecting consumer recommendation and rating scores through user reviews in the context of Low-cost airlines. In the study, regression analyzes and difference tests were used on 5672 user reviews on airlinequality.com about 20 airline brands on Skytrax’s World’s Best Low-cost Airlines 2023 list. In the regression analysis, it was seen that value for money was the most important determining factor in recommendation status and rating scoring, followed by ground service, cabin crew service, seat comfort and food and beverage variables. Difference tests reveal that solo leisure travelers tend to rate and recommend higher. It is also concluded that first-class passengers using LCC airlines have higher tendency for rating scores higher and recommending.