AI or Human Cabin Crew: Passenger Preferences and Perspectives

Teranan Pungcheen; Benjapol Worasuwannarak

Teranan Pungcheen College of Hospitality Industry Management, Suan Sunandha Rajabhat University, Thailand
Benjapol Worasuwannarak College of Hospitality Industry Management, Suan Sunandha Rajabhat University, Thailand

Keywords: artificial intelligence, aviation, cabin crew, passenger perception, service quality

Abstract

The aviation industry is experiencing a rapid shift with the integration of artificial intelligence (AI) into various aspects of airline operations and customer service. This study seeks to investigate passenger perceptions and preferences regarding AI-driven services compared to human cabin crew, focusing on service quality, trust, efficiency, and the ability to handle unexpected situations. Employing a quantitative research design, the study utilizes an online survey distributed to 100 airline passengers. The expected findings suggest that passengers may value AI for routine efficiency but rely more heavily on human crew for safety, empathy, and emotional reassurance. In emergencies, confidence in Human Judgment achieved a high mean score of 4.50, while confidence in AI Support registered a neutral mean score of 3.00.