Adaptation Guidelines for Aviation Industry Organizations and Air Transport Services under Business Disruption Situation to Support Thailand’s Air Transport Liberalization
Keywords:
Adaptation, Aviation industry, Business disruption, Air transport liberalizationAbstract
This research aims to: 1) study the operational characteristics of the aviation and air transport service industry under business transformation situations; 2) examine the components of organizational adaptation strategies for the aviation and air transport service industry under business transformation situations; and 3) develop a structural equation model for organizational adaptation strategies in the aviation and air transport service industry under business transformation situations to support the liberalization of air transport in Thailand. This research employs a mixed-methods approach, combining quantitative and qualitative research. The quantitative sample consists of 500 executives responsible for policy and related aspects within the aviation and air transport service industry. The qualitative sample comprises 15 experts in the aviation and air transport service industry. The research tools used include questionnaires and interviews. Quantitative data were analyzed using descriptive statistics, inferential statistics, and multivariate statistics, while qualitative data were analyzed through content analysis. The research findings reveal that the organizational adaptation strategies for the aviation and air transport service industry under business transformation situations to support the liberalization of air transport in Thailand, with the highest mean scores, are as follows: in terms of responsiveness, establishing close relationships with partners at all levels; in terms of digital transformation, designing business models that align with digital changes according to evolving paradigms; in terms of mindset or behavioral adjustment, providing personnel with knowledge and understanding of business cycles and disruptive change patterns in the digital economy era; and in terms of resource management, designing work with structures and coordination aimed at achieving goals. The hypothesis testing results indicate that there is no statistically significant difference at the 0.05 level in the importance given to organizational adaptation strategies for the aviation and air transport service industry under business transformation situations to support the liberalization of air transport in Thailand between ground operations and service businesses. The structural equation model developed was found to meet the evaluation criteria and is consistent with empirical data, with a chi-square probability level of 0.09, a relative chi-square of 1.108, a goodness-of-fit index of 0.952, and a root mean square error of approximation of 0.015. The qualitative research results show that experts agree with the proposed strategies and consider them suitable for use as guidelines for adaptation, including the development of business models for learning and future growth.
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