Airport operator’s high-value services for affluent passengers: An empirical analysis at U-Tapao International Airport, Thailand

Given that airports serve as gateways for travellers to destinations around the word, they must offer competitive products and services to meet the expectations of targeted passengers. The Thai government has prioritized innovation and cutting-edge technology to modernize various industries, including affluent, medical, and wellness tourism. U-Tapao International Airport, Thailand’s third international airport and an aviation hub in the eastern region, must enhance its operational competency and strengthen its competitive advantage. This study aims to identify key high-value services (HVS) provided by airports by assessing the expectations and perceptions of affluent passengers. The airport’s service performance is also evaluated to identify areas in need of improvement. Exploratory factor analysis is utilized to identify key HVS, and data was collected from 350 passengers through a structured questionnaire survey. Findings showed that the advancement of technology and services, with a focus on automated procedures, improvements to new and standard products and services, innovative spatial design, and tech-driven solutions, is an important factor in meeting passenger needs. Moreover, traditional products and services are found to be significantly important to passengers. The insights offered implications that airport operators can incorporate into their future strategic plans.