Passenger Opportunities and Challenges During International Flight Booking: A Study on Fly Kite Holidays and Travels in Palakkad City

Abstract

The rapid transformation of the global aviation industry, driven by digitalization, dynamic pricing mechanisms, and evolving passenger expectations, has significantly reshaped international flight booking behavior. In emerging urban centers such as Palakkad city in Kerala, traditional travel agencies continue to play a critical intermediary role alongside online booking platforms. This empirical study examines passenger opportunities and challenges encountered during international flight booking, with specific reference to Fly Kite Holidays and Travels, Palakkad. Primary data were collected from 150 respondents using a structured questionnaire, and descriptive as well as inferential statistical tools were applied for analysis. The findings reveal a strong positive relationship between perceived service quality and repurchase intention. Despite the expansion of online travel agencies, passengers in Palakkad demonstrate strong preference for agency-assisted booking due to reliability and documentation guidance. The study contributes to regional aviation and tourism literature by highlighting the continued relevance of travel intermediaries in international air travel markets and provides strategic recommendations for enhancing customer satisfaction and competitiveness.