Guidelines to reinforce airline professionals’ quality of life through new career advancement: a case study of Thai airways flight attendants

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

The goal of this research is to determine how to reinforce flight attendants' quality of life through their new career advancement after the corporate restructuring according to the rehabilitation plan of Thai Airways International Public Company Limited which driven by the spread of COVID-19 epidemic. This is a case study of a flight attendants of Thai Airways International Public Company Limited. In order to verify the findings, the qualitative and the quantitative research approach are implemented. The data collected by in-depth interviews from flight attendants who have resigned from Thai Airways International Public Company Limited and the referral was made until the response from 30 people was received. Moreover, data were gathered from a survey of 100 people and then using statistical analysis of percentage, mean, and standard deviation. The results showed the guidelines for managing and increasing flight attendants’ quality of life from their new career advancement consist of 7 new careers as follows: The first career is doing business online. The second career is running a personal business by setting up a shop to sell goods. The third career is working as a food delivery driver (Rider), running a delivery service, or transporting items from an internet freight forwarding company by using their own transportation. The fourth career is a driver for super application called “Grab” for passenger transportation and delivery service. The fifth career is to support in family business affairs. The sixth career is being a relationship manager, career blogger, YouTuber, as well as influencer by employing various online platforms to make money. The seventh career is being an insurance broker.