From Policy to Practice: Developing Airline Guidelines Communication for the Safety of Asian Passengers in Flight

Abstract

Although commercial aviation is widely regarded as one of the safest modes of transportation, safety challenges persist, particularly concerning passenger behavior during emergencies. While extensive research has been conducted on pilot and crew error, there is limited attention on how cultural factors influence passenger preparedness and response, especially in the Asian context. This study examines the influence of two key factors: (1) identifying the factors that influence the survival of Asian passengers during an emergency, and (2) studying how Hofstede’s cultural framework enables airlines to communicate safety protocols to Asian passengers during flight effectively. Using document analysis, comparative case studies, regulatory analysis, accident case studies, academic articles, research, psychological theory, and the synthesis of Hofstede’s cultural framework, this research identifies key behavioral tendencies that affect evacuation effectiveness and compliance with airline safety procedures. The outcome demonstrates that current airline communication practices often lack cultural sensitivity, relying on Western-centric models that may be misaligned with the values and expectations of Asian travelers. These constraints can hinder emergency responses when passengers misinterpret or fail to internalize critical safety instructions. This study proposes culturally adaptive airline safety guidelines tailored for Asian passengers, incorporating clear, authoritative, and culturally resonant messaging. The ‍recommendations emphasize the importance of multimodal communication, culturally familiar symbols, and crew training on cross-cultural nuances. By bridging the communication gap between safety protocols and passenger behavior, this study contributes to the growing body of research on aviation safety, cross-cultural policy, and emergency preparedness. The outcomes aim to assist regulators and airline operators in a more inclusive and effective safety culture in Asia's rapidly expanding air travel markets.