Developing Effective Public Relations Strategies for the Aviation Industry: A Case Study of Thai Lion Air

Abstract

This research aims to study: 1) the public relations strategies of Thai Lion Air; 2) the factors influencing the selection of public relations strategies used by Thai Lion Air; and 3) the development of effective public relations strategies for Thai Lion Air. This is a quantitative research study. The population includes students, employees, government officials, business owners, and airline passengers. A sample of 100 participants was surveyed using a questionnaire. The data were analyzed using descriptive and inferential statistics. The results revealed that: 1) Thai Lion Air’s public relations strategies include digital media communication—using digital platforms effectively to provide consumers with direct information on promotions, flight routes, and services; building credibility through safety standards—emphasizing communication on passenger safety as a key factor in gaining customer trust; and media and influencer relations—using influencer marketing by inviting travel bloggers and YouTubers to share their experiences to build a friendly and credible brand image. 2) The factors influencing the choice of public relations strategies include consumer behavior and needs, the desired brand image, industry trends and competition, technological and communication innovations, and appropriate budgeting for public relations. 3) Effective development guidelines include the integration of public relations with integrated marketing strategies, such as advertising via Facebook, YouTube, TikTok, and email marketing; maintaining consistent communication across all platforms to build a clear and trustworthy brand image; applying value-based storytelling to present an honest and friendly brand identity; and utilizing social listening tools to monitor opinions, expectations, and complaints across platforms to optimize communication strategies.