Tourism Strategy responses to Covid-19 Pandemic: Case Study in Air Transport

The COVID-19 pandemic is the major influence on the Tourism Management. Airline Industry is another major concern with unprecedented challenges. This research discusses topics in the area of crisis management with specific reference to contribute to the Strategic Plans for the Airline industry by employing an approach supported by qualitative analysis in the form of in-depth interview. This paper examined how two airlines in Thailand had coped with challenges affected by the COVID-19 pandemic. The respondents were 8 managers from two different airlines operating at the Suvarnabhumi airport during September- October 2021 to investigate the strategy and the effectiveness of the strategy. The paper then proposes strategic guidelines for the management in the Airline industry. The paper concludes that crisis cannot be stopped but the impacts can be limited by the application and extension of crisis management plans. Insights can help organizations in sectors in Tourism to respond to current situation and drive business to speedy recovery after Covid-19.