Details of Research Outputs

This case study sheds light on the air transport industry and the key historical choices made by the industry strategic member groups. With this understanding, it is possible to identify strategic patterns and potential problems that could limit the implementation of new opportunities contributing to better business in the post-COVID19 era. The case study invites readers to make sense of the current state of the air transport industry and the broader business environment to help re-think the strategic direction and choices of air transport strategic member groups – to promote responsible travel and tourism. To achieve this aim, readers are asked to refer to the traditional air transport distribution channel structure and use Porter’s Five Forces model and the PESTEL framework for a more comprehensive assessment. A clear understanding of the air transport context is likely to result in a more thoughtful outline of suitable future-driven strategic choices and scenarios.