The Impact of In-Flight Food and Beverage Quality on Passenger Loyalty: The Roles of Brand Love and Price Reasonableness in Airline Travel
Abstract
The quality of food and beverages served on flights is crucial to passengers' overall flight experiences in the aviation industry; however, there is a lack of research on how it affects passenger behaviour. This study examines the impact of airline food and beverage quality on brand love, reasonable prices, and passenger loyalty. Adopting a quantitative method, data were collected using a questionnaire from 270 passengers who had experienced food and beverage services on long-haul flights. The partial least squares structural equation modelling (PLS-SEM) method and a disjoint two-stage approach were employed to assess the measurement and structural model. Results revealed that food and beverage (F&B) quality, brand love, and reasonable prices significantly enhance passenger loyalty. Brand love has the strongest influence on passenger loyalty, and the quality of in-flight food and beverages has a greater impact on brand love compared to reasonable prices. This study enhances the understanding of passenger behaviour in the aviation sector and underscores the significance of food and beverage quality. The theoretical and practical implications within the specific sample of participants have been discussed.
Keywords
brand love food and beverage Airline travel experience Passenger loyalty Quality Reasonable prices
Ethical Statement
Ethical approval was obtained at the İskenderun Technical University Scientific Research and Publication Ethics Committee meeting held on 30.11.2022 and numbered 12.
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Details
| Primary Language | English |
|---|---|
| Subjects | Tourism (Other) |
| Journal Section | Research Article |
| Authors | |
| Submission Date | December 27, 2024 |
| Acceptance Date | October 31, 2025 |
| Early Pub Date | February 20, 2026 |
| Publication Date | February 20, 2026 |
| DOI | https://doi.org/10.30519/ahtr.1608631 |
| IZ | https://izlik.org/JA63XR67RW |
| Published in Issue | Year 2026 Issue: Advanced Online Publication |
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Reference to a Journal Publication;
Almeida, F., & Silva, O. (2020). The Impact of COVID-19 on Tourism Sustainability: Evidence from Portugal. Advances in Hospitality and Tourism Research, 8(2), 440-446. https://doi.org/10.30519/ahtr.775340
Lu, P. H., & Su, C. S. (2018). A study of the factors influencing customers’ impulse buying behavior in restaurants. Advances in Hospitality and Tourism Research, 6(1), 47-67. https://doi.org/10.30519/ahtr.421377
Reference to a book;
Kotler, P. (2006). Marketing for hospitality and tourism. Upper Saddle River, NJ: Pearson Prentice Hall.
Goldstone, P. (2001). Making the world safe for tourism. New Haven and London: Yale University Press.
Reference to internet sources;
Advances in Hospitality and Tourism Research (2021). Ethical principles and publication policy. Retrieved December 16, 2021, from https://dergipark.org.tr/en/pub/ahtr/policy
For correct referencing through APA, below links can be advised for more information;
http://supp.apa.org/style/PM6E-Corrected-Sample-Papers.pdf
Author(s) should confirm the Copyright Contract and send it back to the editorial office. If their article is accepted for publication at AHTR, this process should be completed before its publication. By the contract, authors confirm that articles submitted to the journal have not been published before in their current or substantially similar form. All published articles are copyrighted by Akdeniz University, Faculty of Tourism.
Ethical Principles and Publication Policy
Our Policy for Using AI in Academic Publishing
We acknowledge developments and sophistication in AI tools and strive to follow the best practice standards and policies to ensure integrity, transparency, and accountability of academic publishing. These policies delineate the responsibilities and permissible usage of AI tools for authors, reviewers, and editors.
For Authors
Authors are responsible for the originality, validity, and integrity of their submissions. AI tools may assist with tasks such as language improvement, literature classification, and idea generation but should not replace core responsibilities, such as generating original research data or writing without thorough human oversight. Authors must:
• Disclose AI usage within their manuscripts, specifying the tool, version, purpose, and extent of use.
• Avoid listing AI tools as co-authors, as authorship entails accountability and the ability to consent to publication.
• Review AI outputs rigorously for accuracy and validity, avoiding issues such as plagiarism, fabrication, or improper attribution.
• Use AI tools in compliance with ethical guidelines, ensuring no unauthorized image manipulation or data generation.
AI should not generate research data, critical content, or text that substitutes essential researcher contributions. Moreover, images, figures, and artwork created or altered using AI are prohibited unless explicitly disclosed and justified within the research methodology.
For Reviewers
Reviewers play a critical role in maintaining the confidentiality and integrity of the peer review process. When a researcher is invited to review another researcher’s paper, the reviewer takes on the responsibilities of the journal peer review process, considering the use of generative AI and AI-assisted technologies. Reviewers must:
• Treat the manuscript as a confidential document. They must not upload manuscripts into AI tools as this may violate the authors’ confidentiality and intellectual property rights.
• Remember the confidentiality requirement also applies to the peer review report, as it may include information about the manuscript or its authors. Therefore, reviewers must not upload their peer review reports into AI tools, even if the intention is to improve language.
• Ensure critical thinking and original assessment needed for peer review. They must not use AI to assist in the review of a paper as it is outside of the scope of AI technology and there is a risk that the technology will generate incorrect, incomplete or biased evaluations about the manuscript.
• Report any suspected misuse of AI in reviewed submissions to journal editors.
Price Policy
No submission and publication fees or page charges.
Authors do not pay any fee for submission or publication.
