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

摘要： 在我国民航运输规模持续扩大的背景下，首次乘机旅客作为尚未充分融入航空出行体系的重要潜在群体，其服务体验与感知评价对提升民航服务普及程度具有关键意义。聚焦该群体并考虑调查数据的结构特点，采用自组织映射(SOM)与K-means相结合的聚类算法，将首次乘机旅客划分为稳健舒享型、多元探索型和年轻务实型等3类。通过构建服务感知价值系数并开展异质性分析发现，不同类别旅客在情感关怀、折扣优惠、无缝中转等服务要素上的价值感知存在差异，且该差异受年龄及地区经济发展水平的影响。研究结果表明：首次乘机旅客是异质性突出的细分市场，其服务感知由个体特征与外部情境共同塑造。

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