The document summarizes research conducted with business and leisure travelers in Saudi Arabia to understand their perceptions of the airline industry. Key findings include that business travelers prioritize practicality and convenience, while leisure travelers consider cost and comfort most important. Skywards mileage programs are commonly referred to regardless of the specific airline. Environmental concerns do not influence travel decisions, and advances in technology are seen as improving future flight safety.

1. HUMAN RESEARCH AIRLINE INDUSTRY

15. REGIONAL BRANDS THEY TRUST N.B. No Low Cost Carriers were identified

16. How they feel about flying

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