BREAKING THE BARRIERS: AN ANALYSIS OF DIVERSITY, EQUITY, AND INCLUSION STRATEGIES IN THE GLOBAL AVIATION INDUSTRY

Purpose – Diversity, Equity, and Inclusion (DEI) refers to efforts to promote the involvement of a wide range of individuals from diverse backgrounds, experiences, skills, and expertise. Despite the growing importance of DEI in the aviation industry, there has been a lack of research exploring the DEI strategies of airlines. This study aims to examine the DEI strategies of the top 10 airlines in the world based on their official statements and reports. The study investigates the prioritization of DEI concerns by airlines and the types of DEI strategies commonly employed. Methodology – Data is gathered from the airlines' websites and reports, and each company's DEI scores are calculated. This study employes manual coding to analyze how airline’s view and prioritize diversity, equity, and inclusion (DEI), as well as how they implement DEI practices. Findings – The study provides a better understanding of the current state of DEI practices in the aviation industry and identifies potential areas for improvement. Prioritizing DEI can positively affect the travel experience and attract customers who value DEI and sustainability. Embracing diversity can also lead to a more dynamic and productive workplace for airlines. Contribution – The findings will be valuable not only for the aviation industry but also for other industries. Also, this study will serve as a foundation for further research on DEI practices in the aviation industry. It provides a DEI management performance evaluation of airlines and offers recommendations for areas of improvement, helping airlines to create a more inclusive environment and benefiting the tourism industry as a whole.