关键词: 航空运输工程；首次乘机旅客；聚类算法；服务感知价值；差异化服务；异质性分析

Abstract: Against the backdrop of sustained expansion in China’s civil aviation transport, first-time air passengers constitute a significant potential group not yet fully integrated into the air travel system, whose service experience and perceived evaluation are crucial for enhancing the accessibility of civil aviation services. Focusing on this group and considering the structural characteristics of the survey data, a clustering algorithm combining self-organizing maps (SOM) and K-means was employed to classify first-time air passengers into three categories: robust comfort-seeking, diversified exploration, and young pragmatic types. By constructing service perceived value coefficients and conducting heterogeneity analysis, it is found that there is difference in the perceived value of emotional care, discounts, seamless transfer and other service elements among different categories of passengers, and the difference is influenced by age and regional economic development level. The research results show that the first-time air passengers are a segmented market with prominent heterogeneity, and their service perception is jointly molded by individual characteristics and external contexts.

Key words: air transport engineering; first-time air passengers; clustering algorithm; service perceived value; differentiated services; heterogeneity analysis