Guidelines for Corporate Social Responsibility through Airline Value Chain in Thailand

Abstract

The objectives of this research were to observe the practice and implementation of Corporate Social Responsibility (CSR) through the value chain of airlines in Thailand as well as to propose appropriate approaches for such CSR management. This study was conducted on the basis of qualitative analysis of which the information was acquired from two main sources, namely (1) the primary data from the in-depth interviews with three management executives of Thailand’s leading airlines who play a significant role in propelling their CSR policy development and implementation and (2) the secondary data that include published journals, handouts, annual reports, media and relevant researches regarding this subject.

The research found that airlines in Thailand have performed their CSR management through the value chain of airlines in four areas covering legal responsibility, economic responsibility, philanthropic responsibility and ethical responsibility.  In general, their performances in the area of good corporate governance regulations and legal binding actions are more concreted than activities in other aspects. In term of charity, the Thai airlines have consistently carried out a number of activities to promote their corporate image and marketing interests. The airlines have also set their CSR policy towards the value chain management aiming for their business sustainability.  However, to develop such policy as a corporate culture, funding and time are required.  The CSR policy through the value chain of airlines imposed on the operation process reflecting the management of social responsibilities through the airline’s core business operation determines a business enterprise with social responsibilities that requires strong support from top executives to achieve its goal. Meanwhile, an effective approach to achieve in the CSR management through the value chain of airlines is to integrate CSR strategy into corporate culture, including more effort to develop substantial engagement among all concerned persons and stakeholders in all aspects.