Factors to Reaching Decision – The Case of a Private Aviation Agency in Malaysia

Abstract

Private aviation agency is considered as one of intermediaries that provide high-end or luxury tourism services. The purpose of this study is to conceptualize the factors considered by private aviation agency in Malaysia in decision making process. Qualitative approach was taken and semi-structured interviews were conducted on one Operational Manager, one Marketing Manager and three technical workers of Elite Jets Sdn Bhd to obtain required information. Content analysis was done to emerge themes based on the findings. Results show four themes related to factors of decision making by private aviation agency which are money, relationship, value and safety.