How Fear of Flying Affects Travelers’ Flight Choice

VALK Foundation

If you’re a nervous flyer, you’re definitely not alone: about 30 percent of adults experience this common phobia, according to the VALK Foundation, which has just released an app to combat fear of flying. When it’s time to book a flight, how does this fear affect the choices that we make?

Aliza Fleischer of the Hebrew University of Jerusalem, Anat Tchetchik of Ben Gurion University of the Negev, and Tomer Toledo of Technion—Israel Institute of Technology published “The Impact of Fear of Flying on Travelers’ Flight Choice: Choice Model with Latent Variables” on May 25, 2012 in the Journal of Travel Research (JTR) OnlineFirst collection:

Flying is an unavoidable component of the tourism experience for many tourist destinations. However, for a growing number of travelers suffering fear of flying (FOF), air travel is a stressful and unpleasant experience…. We contend that the widespread phenomenon of FOF among air passengers must have an impact on their choice of flights. That is, a large proportion of air passengers will choose flights based not only on price or the level of service and convenience but also on flight attributes that help alleviate their fear.

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