'Wild Your weekends' promotion and its effect on traffic recovery during COVID-19 pandemic

被引：27
作者：
Zhang, Linfeng [1 ]
Yang, Hangjun [1 ]
Wang, Kun [1 ]
Bian, Lei [2 ]
Zhang, Anming [3 ]
机构：
[1] Univ Int Business & Econ, Sch Int Trade & Econ, Beijing, Peoples R China
[2] TravelSky Mobile Technol Ltd, Beijing, Peoples R China
[3] Univ British Columbia, Sauder Sch Business, Vancouver, BC, Canada
来源：
TRANSPORTMETRICA B-TRANSPORT DYNAMICS | 2022年 / 10卷 / 01期
基金：
中国国家自然科学基金;
关键词：
COVID-19; airline liquidity; price promotion; difference-in-differences (DID); PRICE-DISCRIMINATION; AIRLINE; SPEED; CHINA; PERFORMANCE; TRANSPORT; AIRPORT; DEMAND; MARKET; POLICY;
D O I：
10.1080/21680566.2022.2034550
中图分类号：
U [交通运输];
学科分类号：
08 ; 0823 ;
摘要：
China Eastern Airlines launched a 'Wild Your Weekends' programme offering buyers an unlimited number of free trips during weekends, which is unprecedented in the Chinese airline market and also rare around the world. However, it is unclear whether such a promotion is effective in improving airlines' liquidity. This study adopts the difference-in-differences (DID) method to empirically examine the impacts of this promotion programme on traffic volumes, ticket prices and revenues of China Eastern and its competitors. Our estimations suggest that this programme has overall helped China Eastern improve its liquidity. On one hand, the carrier was forced to lower prices on weekends, probably because passengers formed strong beliefs on China Eastern's low price due to its promotion programme, and felt psychologically unfair by paying high prices as compared to the programme's users. This decreased China Eastern's revenue from non-programme passengers on weekends.
引用
收藏
页码：1206 / 1224
页数：19
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