Tourism Policies and Technological Strategies Adopted by Airlines in Malaysia

S. M. Ferdous Azam (), Ahmad Albattat and Jacquline Tham
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S. M. Ferdous Azam: Management and Science University
Ahmad Albattat: Post Graduate Centre, Management and Science University
Jacquline Tham: Management and Science University

Chapter 16 in Handbook of Technology Application in Tourism in Asia, 2022, pp 343-352 from Springer

Abstract: Abstract The policy and operational practices of Malaysian Airlines will be investigated by the research’s aims. This aircraft carrier was resurrected in the wake of the tragic events of September 11, 2001, and the terrorist assault on New York City, which took place on the same day. With its demonstrated ability to succeed in the face of numerous challenges, including terrorist attacks, wars in Afghanistan and Iraq, the severe acute respiratory syndrome (SARS), the Tsunami, and the recent COVID-19 pandemic, AirAsia has transformed itself from a losing airline into one that is profitable in recent years. AirAsia intends to provide high-frequency service on short-haul routes that are less than three and a half hours in flight time from its domestic and international hubs as part of its overall plan. With technology advancements, the airline can deliver on its promise of “Easy to Book, Easy to Pay, and Easy to Fly” while simultaneously lowering costs and improving customer happiness while concurrently gaining market share. As a result, the price per available seat kilometer (ASK) for AirAsia continues to decline year after year, and the airline claims that it is now the lowest in the world. Taking inspiration from the enormously successful Southwest Airlines in the United States and Ryan Air and Easy Jet in Europe, AirAsia put a significant focus on technical innovation in its operations. It duplicated its successful strategy in Malaysia, which is just over the border from the United States, and created a low-cost method for the country. The establishment of two successful joint ventures as a low-cost airline in Thailand and Indonesia by AirAsia in 2004 was widely regarded as a watershed moment in the company’s history.

Keywords: Tourism; Policy; Technology; AirAsia; Malaysia (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-981-16-2210-6_16

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