Enhancing national reputation and competitiveness in the global market through the use of soft power: A case study approach to Asia and Oceania Airlines

Abstract

This chapter explores the rising importance of soft power in the fiercely competitive airline industry. Since the deregulation of the industry in the 1970s, governments have utilized their airlines to promote their culture, economy, and political influence to other nations. Soft power, coined in the 1990s, refers to non-coercive means through which an organization can shape customer perceptions. Airlines leverage soft power by portraying a positive image of their country to influence how people perceive and engage with it. This strategy helps airlines maximize their capacity and generates economic benefits for the tourism and trade sectors. The chapter introduces a soft power assessment framework that considers various factors to evaluate the soft power of airlines, including customer service, brand image, social responsibility, innovation, safety record, financial stability, and accessibility. A case study is conducted using this framework to analyze airlines in the Asia and Oceania regions.