African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4164

Full Length Research Paper

Optimum channel strategy for air ticketing

Yan-Kwang Chen1, Sheng-Fang Huang1 and Fei-Rung Chiu2*
1Department of Distribution Management, National Taichung Institute of Technology, 129 Sanmin Road, Sec. 3, Taichung, Taiwan. 2Department of Tourism and Recreation Management, Overseas Chinese University, 100 Chiao Kwang Road, Taichung 40721, Taiwan.  
Email: [email protected]

  •  Accepted: 20 July 2011
  •  Published: 30 September 2011


This paper focuses on air ticketing in a duopoly market. The games with three different channel structures, including the integrated structure (selling tickets through company channels), common franchisee structure (selling tickets through a common franchisee), and decentralized franchisee structure (selling tickets through different franchisees), are modeled to explore the optimum channel strategy for airline companies in various competition situations and high/low seasons. These game models are built based on Trivedi's linear demand function including air ticket and franchisees competitions. Findings suggest that the integrated structure is the optimum channel choice for airline companies in most situations. However, if there is intense competition between franchisees and between tickets, and the season is favorable to the aviation industry, the decentralized franchisee structure is the optimum channel choice for airline companies.


Key words: Air ticketing, duopoly, channel strategy selection, game model.