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Strategic responses by European airlines to the Covid-19 pandemic: A soft landing or a turbulent ride?

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  • Scheiwiller, Stephanie
  • Zizka, Laura

Abstract

The coronavirus (COVID-19) pandemic has dramatically affected the aviation industry. This paper investigates how 20 European airlines communicated their crisis messages during the pandemic by employing Situational Crisis Communication Theory (SCCT) to airline responses. This qualitative study consisting of a systematic review and content analysis, examined 7237 messages from social media channels and press releases posted between December 1, 2019, and May 25, 2020, when the crisis unfolded worldwide. The results indicate that the airlines primarily emphasized instructing and adjusting crisis communication strategies. Further, Twitter replaced Facebook as the primary communication channel. This study provides insights on how airlines can and should communicate crisis-related messages amidst a severe pandemic. The study concludes with the implications of these findings and recommendations for airline stakeholders moving forward.

Suggested Citation

  • Scheiwiller, Stephanie & Zizka, Laura, 2021. "Strategic responses by European airlines to the Covid-19 pandemic: A soft landing or a turbulent ride?," Journal of Air Transport Management, Elsevier, vol. 95(C).
    • Handle: RePEc:eee:jaitra:v:95:y:2021:i:c:s0969699721000867
    DOI: 10.1016/j.jairtraman.2021.102103
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    References listed on IDEAS

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    1. Claeys, An-Sofie, 2017. "Better safe than sorry: Why organizations in crisis should never hesitate to steal thunder," Business Horizons, Elsevier, vol. 60(3), pages 305-311.
    2. Ozili, Peterson & Arun, Thankom, 2020. "Spillover of COVID-19: Impact on the Global Economy," MPRA Paper 99317, University Library of Munich, Germany.
    3. Albers, Sascha & Rundshagen, Volker, 2020. "European airlines′ strategic responses to the COVID-19 pandemic (January-May, 2020)," Journal of Air Transport Management, Elsevier, vol. 87(C).
    4. Suau-Sanchez, Pere & Voltes-Dorta, Augusto & Cugueró-Escofet, Natàlia, 2020. "An early assessment of the impact of COVID-19 on air transport: Just another crisis or the end of aviation as we know it?," Journal of Transport Geography, Elsevier, vol. 86(C).
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    Cited by:

    1. Dorota Chmielewska-Muciek & Jacek Jakubczak & Patrycja Marzec-Braun, 2021. "Crisis Response Strategies and Themes during the COVID-19 Pandemic in EU Aviation, Airlines’ Executives Communication with Shareholders: A Content Analysis," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 276-299.
    2. Garaus, Marion & Hudáková, Melánia, 2022. "The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline," Journal of Air Transport Management, Elsevier, vol. 103(C).
    3. Kotcharin, Suntichai & Maneenop, Sakkakom & Jaroenjitrkam, Anutchanat, 2023. "The impact of government policy responses on airline stock return during the COVID-19 crisis," Research in Transportation Economics, Elsevier, vol. 99(C).
    4. Demir, Sercan & Aktas, Ersin & Paksoy, Turan, 2021. "Organizational flexibility of airlines during COVID-19: A study on the airline companies in Turkey," Chapters from the Proceedings of the Hamburg International Conference of Logistics (HICL), in: Kersten, Wolfgang & Ringle, Christian M. & Blecker, Thorsten (ed.), Adapting to the Future: How Digitalization Shapes Sustainable Logistics and Resilient Supply Chain Management. Proceedings of the Hamburg Internationa, volume 31, pages 801-823, Hamburg University of Technology (TUHH), Institute of Business Logistics and General Management.

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