Thainess in airlines services strategy: a case from Thailand

¹ School of Management Technology, Institute of Social Technology, Suranaree University of Technology, 111 University Avenue, Suranaree Sub-District, Mueang Nakhon Ratchasima District, Nakhon Ratchasima, 30000, Thailand
² College of Hospitality Industry Management, Suan Sunandha Rajabhat University, 111/5 Moo2, Tambon Klongyong, Phutthamonthon, Nakhonpathom, 73170, Thailand
³ Aviation Business Management Program, Management Sciences, Panyapiwat Institute of Management, Moo 2, 85/1, Chaeng Watthana Rd., Pak Kret District, Nonthaburi, 11120, Thailand

^* Corresponding author: kunnapat.ka@ssru.ac.th

Abstract

The Thainess is embedded in Thais. And, it is more clearly can be seen when a person was cultivated in the school system. In this academic paper highlights the symbiosis of Thainess in hospitality industry, as such hotel comparatively to the air transport as strategy. The authors have studied researches, books, and airlines’ website strategies. Thainess is a unique customer experience offering, specifically the full-service airline “Thai Airways” as national flag carriers propose the service ‘Thai Touch’ through human six senses namely; seeing, smelling, savoring of teste, sounding, touching, and heartfelt feeling. While, Bangkok Airways represents the uniqueness of Thai culture symbiosis with products and services, such as airport terminal, aircraft decoration, and snack serving in all its lounges. On the other hand, low-cost carriers are commonly practicing the Thai culture in welcoming passengers as “wai”. Additionally, the low-cost carriers are presenting and blending their organizational culture in service, for instance fun, energetic, and friendly. Besides, low-cost airlines stress on price competition rather than Thainess. As an illustration, ThaiVietair excels on keen and dedicated workforces, prompt, reliable, and competitive price. As well as, Thai Lion Air presents the kebaya uniform which was originally from Indonesia.