Abstract

Purpose: This study explores the demand for charter airline services in Thailand from a consumer experience perspective, emphasizing how service quality influences demand and distribution strategies. Research design and methodology: A quantitative method was employed through an online survey of 310 respondents. The questionnaire was structured around the 7Ps marketing mix and consumer experience concepts. Validity was assessed using confirmatory factor analysis, while relationships between variables were tested through Structural Equation Modeling. Reliability and validity were confirmed with Cronbach’s alpha, Average Variance Extracted (AVE), and Fornell–Larcker criteria, ensuring methodological rigor. Results: Findings revealed that Price, Promotion, People, and Physical Evidence significantly influenced consumer experience, which in turn affected demand and distribution channels. Conversely, Product and Process showed no significant effect, while Place demonstrated only a minor role. The model presented excellent fit indices, confirming validity and robustness. Conclusions: The results emphasize the importance of service quality and personalized offerings in shaping consumer experience. Adopting a customer-centric approach that highlights tangible service quality and creates positive experiential value is essential to boost demand, foster loyalty, and strengthen competitiveness. These insights provide guidance for the airline industry to align service delivery with consumer expectations and support sustainable growth in Thailand’s charter airline market.