Who is more vulnerable to air accidents? The spillover effects of air accidents on passenger behaviour toward non-focal airlines

Airline accidents harm the development of the aviation and tourism industries. This study examines whether and how air accidents in one airline affect passenger behaviour in others. By analysing the flight records of two airlines using a difference-in-difference model and conducting an experiment, this study tests the spillover effects of air accidents. The results reveal that air accidents negatively affect passenger behaviour in airlines with a weak brand, but not in those with a strong brand. Such accidents are more likely to negatively affect VIP frequent flyer members than regular members, and perceived safety mediates the spillover effect. The spillover effect is significant, and brand strength and passenger membership level moderate this effect. Therefore, airlines should be alert to the potential negative impacts of air accidents and take proactive measures to respond quickly to crises, with due attention paid to VIP members.