Crisis Management in the Aviation Sector During the COVID-19 Pandemic: A Case Study for Turkish Airlines (THY)

Abstract

Purpose –  The purpose of this study is to examine the impact of the global crisis that emerged with the COVID-19 epidemic on the aviation sector and the activities implemented in the crisis management process in particular for Turkish Airlines (THY). In addition, THY crisis management practices and crisis management practices recommended for the aviation industry in the literature were compared and the results were evaluated.

Design/methodology/approach –  In this study, the case study method which is one of the qualitative research designs, was used. The obtained data were analyzed with content and document analysis techniques. Secondary documents were used in document analysis. These documents; Turkish airlines' 2019-2020 annual reports, press briefing of Turkish airlines senior management, information on Turkish airlines website and data obtained through literature review. For content analysis, the short films on the official youtube and facebook pages of the institution were evaluated by content analysis and separated according to the most watched themes.

Findings –  According to the data obtained as a result of the analysis, it has been determined that the sudden emerging crisis of THY management has been carried out in accordance with the crisis management steps stated in the literature and is similar to the crisis management practices of the airlines in the world.

Discussion – It is aimed that the research will contribute to the strategy and management literature by considering the crisis and crisis management concepts together with the aviation industry.