Exploring Airlines in Thailand: The Content Analysis of Thai Airlines’ Mission and Vision Statements


  • Teeris Thepchalerm Mae Fah Luang University
  • Phutawan Ho


Vision, Mission, Airline business, Content analysis


Mission and vision statements provide some information about an organization. They inform the stakeholders of an organization about the characteristics and objectives of the organization. This paper aims to study both vision and mission statements of the airlines in Thailand. The mission and vision statements of 12 out of 17 Thai nationality scheduled airlines were analyzed with the content analysis technique. The validity was tested with Cohen-Kappa’s coefficient, and the inter-rater agreement is acceptable (0.75). The result shows that the airlines in Thailand mainly focus on self-concept, employee, product and service.



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How to Cite

Thepchalerm, T., & Ho, P. . (2021). Exploring Airlines in Thailand: The Content Analysis of Thai Airlines’ Mission and Vision Statements. Business Review Journal, 13(2), 128–142. Retrieved from https://so01.tci-thaijo.org/index.php/bahcuojs/article/view/240921



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