Behavioral dynamics of regional airline model in Türkiye: integrating TPB and SET

The regional airline business model is vital in connecting small settlements to major hub airports, contributing to the global transportation system. This study examines potential travelers’ intentions in Türkiye to choose regional airline transportation by integrating the Theory of Planned Behavior (TPB) and Social Exchange Theory (SET). Using a sample of 543 participants, the study analyzes the effects of price, flight frequency, and accessibility on perceived usefulness, perceived risk, attitude, and travel intention. Results indicate that competitive pricing, frequent services, and improved accessibility significantly enhance perceived usefulness (β = 0.349, p < 0.001), which in turn positively influences attitudes toward regional airlines (β = 0.611, p < 0.001). Notably, perceived risk also positively impacts attitude (β = 0.070, p < 0.05), suggesting that safety awareness boosts passengers’ perceptions. These findings provide actionable insights for airline managers and policymakers to align flight schedules with passenger preferences, enhance willingness to pay, and improve the competitive positioning of regional airlines in Türkiye.