Strategic human resource management in aviation industry a new normal perspective after the COVID-19 crisis: a case study of Bangkok Airways

College of Hospitality Industry Management, Suan Sunandha Rajabhat University, 1 U Thong Nok rd., Dusit, Bangkok, Thailand, 10300

^* Corresponding author: kanittha.ch@ssru.ac.th

Abstract

This is quantitative research that study the strategic human resource management of the aviation industry in Thailand in the new normal culture era with objective to study the level of strategic human resource management factors of the Thai aviation industry in the new normal culture era.This is a quantitative research study. The data were collected by using a number of sample questionnaires, which is a ground staff employee of Bangkok Airways.The sample group of employeeswere assigned into 2 groups in order to assess the level of human resource management and the level of competitive advantage of Bangkok Airways. The first group is a group of 310 employees, and the second group is a supervisor and manager, totaling 275 people, a total of 585 people.The data analysis in this research were, Frequency, Percentage, Mean, Standard Deviation and T-test. 2 groups Pearson's Product-moment Correlation Coefficient Analysis and Multiple Regression Analysis.The results of this research shown that Bangkok Airways focusing on the importance of Human Resource Information System (HRIS) at the very most order,From the research result, the researcher recommend that the airline should adopt strategic human resource managementto create a competitive advantage in the aviation industry in Thailand in the new normal culture era in orderto develop the organization's competency in airline business accordingly.