항공사 비즈니스 모델의 하이브리드화에 따른 군집화 연구 - 아시아 항공사를 중심으로 - = A Study on Airline Business Model Clustering Under Hybridization - Focusing on Asian Airlines -

다국어 초록 (Multilingual Abstract)

Airline industry structure has been transforming since the emergence of numerous Low-Cost Carriers (LCCs), and it is currently undergoing yet another alteration in the aftermath of the COVID-19 pandemic. In regions where LCCs first entered the market, such as Europe and North America, traditional full-service carriers (FSCs) and LCCs have increasingly adopted each other’s characteristics, leading to a blending of business models. Previous research has focused on airlines in these regions. Unlike the existing studies, which are based on long-haul operations in Europe and North America, this study conducts a cluster analysis to examine the expansion of hybrd airline business models which lie between the traditional FSC and LCC categories, focusing on medium-haul carriers in the Asian region based on Korean routes. For this purpose, the study analyzed 34 Asian medium-haul carriers operating in Korea using variables such as network density, flight frequency, checked baggage, in-flight meals, corporate loyalty programs, frequent flyer miles, codesharing, airline alliances, seat density, seat configuration, employee-to-aircraft ratio, labor unions, Herfindahl-Hirschman Index (HHI), aircraft age, fleet composition, and fares. The k-means clustering methodology was applied. The analysis identified four clusters, including two additional clusters beyond the basic FSC and LCC models. The FSC model, as generally recognized in the market, was concentrated in the FSC and Hybrid1 clusters, while the LCC model was focused in the LCC and Hybrid2 clusters. The FSC cluster (10 airlines) maintained the traditional characteristics of full-service carriers, comprising mainly large, established airlines with long histories. The Hybrid1 cluster (8 airlines) exhibited a mix of FSC and LCC characteristics in terms of ancillary services and operational features, including relatively smaller traditional full-service carriers compared to those in the FSC cluster. The Hybrid2 cluster (5 airlines) showed strong LCC traits, particularly in aspects such as seat configuration and in-flight service, but displayed more features in FSC including mileage programs, airline alliances, seat density, and employee-to-aircraft ratios, with major domestic LCCs such as Jeju Air, Jin Air, and T’way forming this cluster. The LCC cluster (11 airlines) clearly exhibited the typical characteristics of low-cost carriers across most variables, including leading LCCs from Southeast Asia. The results confirm that the business models of Asian airlines are increasingly hybridized, providing implications for the strategic development of airline business models such as integration of flexible attributes, introduction and improvement of LCC alliance, and reinforcement of ancillary strategy.