Low cost carriers in Australia: can the LCC model be applied to longhaul travel?
Whyte, Randall, and Prideaux, Bruce (2008) Low cost carriers in Australia: can the LCC model be applied to longhaul travel? In: Proceedings of the 18th Annual Council for Australian University Tourism and Hospitality Education (CAUTHE) Conference. From: 18th Annual Council for Australian University Tourism and Hospitality Education (CAUTHE) Conference, 11-14 February, 2008, Surfers Paradise, QLD, Australia.
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The introduction of low cost carriers (LCCs) on international routes raises the prospect of this airline model being used on longhaul services between Australia and Europe and Asia and Europe. Qantas, Australia's only full service airline (FSA) is under increasing competitive pressure from both Asian and Gulf State carriers which have lower cost structures. This paper considers this emerging issue in the context of the possibility of using 1etstar's Australia/Asia services as the basis for further long haul expansion to Europe to defend Qantas' market share. The paper contrasts the marketing and operating strategies deployed by LCCs compared to FSAs. The paper also considers the potential for Porter's model of Generic Competitive Strategies to be used to explain aspects of LCC operations.
|Item Type:||Conference Item (Refereed Research Paper - E1)|
|Keywords:||low cost carriers; strategy; Qantas; Jetstar; longhaul; legacy airlines|
|Date Deposited:||11 May 2010 22:08|
|FoR Codes:||15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150699 Tourism not elsewhere classified @ 100%|
|SEO Codes:||90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900399 Tourism not elsewhere classified @ 100%|