Friday, January 23, 2015

ACT Final Paper: Chapter I and Chapter II of my Thesis

CHAPTER I
INTRODUCTION

1.1.       Background of the Study
Over the years, Indonesia and Thailand have enjoyed well established cooperation in various sectors, particularly in educational sector. Student exchange program, dual degree program and other undertakings regarding educational institution have been continuously conducted between the two nations. Education improvement both in quality and quantity has always been the concern of the cooperation for both countries.
One of the efforts for the quality improvement of educational institutions in both countries could be made through partnership program. Indonesia and Thailand as parts of ASEAN member countries have potential in strengthening relationship through educational cooperation program in various ways.
As stated on ASEAN official website, ASEAN views education as the vehicle to raise ASEAN awareness, inspire the “we feeling”, and create a sense of belonging to the ASEAN Community and understanding of the richness of ASEAN’s history, languages, culture and common values.
In relation to ASEAN Economic Community 2015, where all ASEAN nations will relatively have mobility in term of labors, products, services, and investments through the agreement, Indonesia and Thailand will have to pay more attention in preparing the education development especially in improving the quality and relevance of graduates to meet the challenges of an increasingly competitive world of work.
Referring to the facts mentioned above, technical vocational education and training would be the best areas to be explored for cooperation within the two countries as it provides skills acquisition. Skill is considered to be very vital to the growth of developing country’s economy, especially in this era of technological integration. It would be needed by many life sectors, not only in a modern environment, but also in agricultural and other informal sectors. It is through technical vocational education and training a more relevant graduate could be produced to meet the evolving needs of industry or employer.

1.2.       Problem Statement
This research will study the importance of building educational cooperation between Indonesia and Thailand towards the improvement of human resources quality in preparing the two nations towards ASEAN Economic Community 2015.
This research will be guided by these following research questions:
1.2.1.   How do Indonesia and Thailand communicate in conducting the educational cooperation?
1.2.2.   What are the barriers in conducting the educational cooperation in terms of communication perspectives and how do both countries manage them?
1.2.3.   How does the educational cooperation improve the quality of human resources of the two nations in preparation towards the ASEAN Economic Community 2015?

1.3.       Study Objectives
The objectives of the study are:
1.3.1.   To investigate how Indonesia and Thailand communicate in conducting the educational cooperation.
1.3.2.   To find out the barriers in conducting the educational cooperation for both nations in terms of communication perspectives and what are the solutions to the problems.
1.3.3.   To measure the effectiveness of the educational cooperation in improving the quality of human resources in preparing the two nations towards ASEAN Economic Community 2015.

1.4.       Significance of the Study
This issue would be worth studying as a feasibility study for Indonesian educational institutions in analyzing their needs in establishing, developing, as well as maintaining cooperation with other countries within the region. It also would probably be a sample for other Southeast Asian countries that share the same needs in the era of ASEAN Community 2015, where the promotion of improved standards will be prioritized, and better access to education through networking and institutional collaboration among ASEAN countries will be highlighted.
In order to build relationship with other people/institutions from other countries, one should pay attention to characteristics of people from different culture, customs, and values, as well as the best communication approach that would be suitable to deal with them. That would be considered as key success factors of the process.

1.5.       Scope and Delimitation 
This research would be limited to study about the conduct of education cooperation between Indonesia and Thailand as their preparation towards ASEAN Economic Community 2015. This would also cover the impacts as well as the effectiveness of the program.
The scope of the research would be exploring education cooperation in the areas of technical vocational education and training at the level of vocational secondary schools within the two countries.


CHAPTER II
THEORETICAL FRAMEWORK

2.1. Previous Research
Paryono (2013) in his research entitled “Mapping National and Regional TVET Initiatives in Southeast Asia and beyond in Response to Students and Labour Mobility” was exposing the fact that Southeast Asian countries are positioning Technical and Vocational Education and Training (TVET) in the mainstream of education system and setting it as a priority in their education agenda. This is simply due to the fact that TVET plays an important role in the socio-economic development of a nation, not to mention that it helps a lot in preparing the current and future labour forces.  At regional and global levels, the issue of students and labour mobility are also very prevalent particularly in anticipation of full ASEAN integration in 2015.
His research was basically about the national and regional initiatives in TVET to be used as a reference and stimulate ideas and collaboration for improving TVET policies and practices. He used qualitative research as the methodology and found out these following initiatives;
1.    National initiatives
The most vital initiative is the creation of the National Qualification Framework (NQF) to be used as a means for promoting the development, implementation and facilitation of a transparent mechanism used in the assessment, certification, and recognition of skills. It requires intensive preparation and strong commitments. Even in countries that have successfully developed the framework, it does not always translate into successful implementation. Communication is required between the various Ministries, education and training providers, and industries for successful implementation.
2.    Regional initiatives
a.    East Asia Summit on TVET Quality Assurance Framework
All countries have their own way of assuring TVET Quality. The development of a Regional TVET Quality Assurance Framework will facilitate in promoting continuous improvement of TVET within the country and enhance cooperation and mutual understanding between member countries. To support this initiative, it is vital to establish a smaller TVET quality assurance, such as focusing o teacher quality standard.
b.    Regional Qualification Framework (RQF)
There have been several attempts by various organizations to develop ASEAN Regional Qualification Framework in Southeast Asia. Many hold that an RQF will provide a reference point and translation grid for all qualifications throughout Southeast Asia and that it will be benefit employers, education providers, and job seekers to recognize qualification issued within the region. Others feel that the RQF will only function if all member countries recognize the benefits of it and support the initiation and the implementation whole-heartedly.
This research will be relevant to my research topic as it provides the information related to TVET field in Southeast Asian countries. My research would be discussing about the educational cooperation conducted between Indonesia and Thailand, particularly in vocational sector in its support to the quality improvement of human resources in both countries. Paryono (2013) clearly mentioned that TVET  plays important roles in (1) providing the skill sets required by enterprises and across national economies, (2) supports pathways into employment for young people, (3) strengthening mobility between occupations for experienced workers, and (4) supporting the development of new skills and assisting workers to be prepared to change or progress in their occupations/careers. Therefore the TVET conducted in the scheme of educational cooperation among countries regionally will have significant impact to the improvement of human resources quality, specifically in preparing themselves to welcome the ASEAN Economic Community. This research provides me information on how the TVET being conducted in ASEAN countries, where Indonesia and Thailand are parts of them.
According to Fernandez and Martinez (2009) in their article entitled “Employment Skills Strategies in Southeast Asia: Setting the Scene” described that ASEAN countries (except Singapore) have dual economies with dual labour markets and skill requirements. The modern sector must enhance its competitiveness on global markets while the traditional needs anti-poverty programmes focused on job creation and the development of skills that can support rural livelihoods. It is necessary that governments in the region should give attention to strategies that facilitate the transition of entrepreneurs and self-employed from the informal economy into the formal economy.
In their qualitative research, they found out that the youth unemployment rates in ASEAN developing countries are on average three to four times higher than adult unemployment rates. It can potentially lead to social and political instability, and furthermore can lead to erosion of the competencies acquired through education and training if these are not consolidated through practice in the work place. They believe that employment and skills development in Southeast Asia can be unpacked into 10 key issues;
1.    Strategies to create not only better but also more jobs in the region
2.    Reform the labour market institutions (LMI) which offer services like career guidance, information on employment opportunities, and employment services
3.    Examine the interaction between country approaches to skills development and country approaches to skills utilization to balance the provision of skills and the opportunities to use these skills.
4.    Governance of labour markets is of critical importance
5.    Poverty reduction for some of target groups; women, unemployed youth, people with disabilities, ethnic minorities and people living in rural communities.
6.    Growth of informal economy
7.    Migration and mobility both between and within countries is driving the need for increased skills portability
8.    Explore the impact of Free Trade Area (FTA)
9.    Industrial composition is fragmented
10. Lack of entrepreneurial development linked to productive activities
This article speaks mainly about employment skills strategies in Southeast Asia and discuss about the labour force migration and skills recognition among ASEAN countries. The ASEAN Economic Community 2015 requires high skilled labour forces which will compete one another in filling up the skills formation. My research will explore on the importance of improving quality of human resources by cooperating within the region in vocational education sector. Data and information provided by this article could be utilized to support my research in term of type of human resources quality that will be suitable in AEC 2015 and the efforts that should be done to improve the remaining human resources.
A paper entitled “ASEAN Economic Community (AEC) A Potential Game Changer for ASEAN Countries” written by Hansakul (2013) highlighted that the AEC’s envisaged launch at the end of 2015 will not only be an integration milestone but a potential game changer for ASEAN. The region’s diversity, ranging from advanced economies like Singapore to developing countries like Myanmar, could be a source of synergy, bringing the capital and more mature economies together with the competitive costs and abundant labour and resources of the less-developed member countries.
The launch of AEC was initially set for 2020 and subsequently moved forward to January 1, 2015. In November 2012 ASEAN leaders agreed to move the launch date again to December 31, 2015 in order to give member states more time to prepare for necessary regulatory changes.
Some of the findings stated on the article are the AEC Blueprint’s vision and goals, where the Economic Community would be focus on 4 characteristics;
1.    A single market and production base, where flows of investment, capital, and skilled labour will be facilitated and cooperation in sectors designated as priority integration sectors will be promoted.
2.    A competitive economic region which requires a regional standard in trade policy and for the business operating environment.
3.    Equitable economic development. ASEAN member states will strive to level the playing field as much as possible.
4.    Integration into the global economy. ASEAN strives to integrate itself better as a region into the global supply chain.
This paper provides an overview about AEC’s goals and main components, presents its progress review, and makes an educated guess at what can be expected to happen when AEC rolls out. It will be useful for me to map the role, the benefits and the challenges of AEC to the member countries, and then to develop the connection between the Technical Vocational Education and Training with the supply and demand of labour when Southeast Asia enters the AEC at the end of 2015.

2.2. Theoretical Framework
2.2.1.   Social Learning Theory
The Social Learning Theory proposed by Albert Bandura has become perhaps the most influencial theory of learning and development. It is a theory that believes people learn from one another through observation, imitation, and modelling. Bandura (1977) emphasizes that humans are active information processors and think about the relationship between their behavior and its consequences. Observational learning could not occur unless cognitive processes were at work. The model should motivate people to carefully listen, observe and pay attention to others to learn.
Social learning theory combines cognitive learning theory (which posits that learning is influenced by psychological factors) and behavioral learning theory (which assumes that learning is based on responses to environmental stimuli). Albert Bandura integrated these two theories and came up with four requirements for learning: observation (environmental), retention (cognitive), reproduction (cognitive), and motivation (both). This integrative approach to learning was called social learning theory.
One of the most famous experiments performed by Bandura is the famous bobo doll experiment. Children observed as adults modeled either violent or passive behavior towards the doll, and this observation was found to influence the manner in which the children subsequently interacted with the dolls. Children who observed violent behavior behaved violently toward the doll and vice versa.
The theory of social learning is relevant to this research as the cooperation between the two countries is in the field of education, particularly in vocational education where transfer of knowledge and skills will be involved. Teachers and students participated in the program will need to share and learn from their partners to improve the knowledge and skills in order to perform better in terms of quality improvement of human resources.

2.2.2.   Intercultural Communication Theory
Gerry Philipsen, a professor of communication at the University of Washington who specializes in intercultural communication, says that culture is not basically geographical. Nor is it essentially political or a matter of race. Philipsen describes culture as “a socially constructed and historically transmitted pattern of symbols, meanings, premises, and rules.” At root, culture isa code.
Toomey (1999) stated that Intercultural communication takes place when individuals influenced by different cultural communities negotiate shared meanings in interaction. Having sensitivity to intercultural factors is the key to success in casual or formal communication. When individuals from different cultural background become more intimate, their interactions typically move along the continuum from more intercultural to more interpersonal.
According to Wiseman (2003), the competent communicator is the person who can convey a sense of communication appropriateness and effectiveness in diverse cultural contexts.
The Intercultural Communication Theory would be relevant to my research as it defines a form of communication that aims to share information across different cultures and social groups, while my research will look more closely on the partnership between two different groups of people from different countries with different cultural backgrounds. How they adapt each other in aiming the same objectives would be viewed from intercultural communication perspective.

2.2.3.    International Communication Strategy Theory
Cambie and Mai Ooi (2009) explained that communication is not only about producing messages you want other people to hear. It is about understanding what moves the listener. And in order to be able to do that, you need to know the listener’s points of reference, their culture, their values, their ways of relating to the world. We can no longer expect people in other cultures to adopt the way we think and communicate.
Friedman writes that in order to thrive in the ‘Globalization 3.0’ era, individuals have to have ‘a certain mental flexibility, selfmotivation, and psychological mobility’.3 In other words they need to be highly creative. Communication is about creativity. This is why we believe that our time offers unprecedented opportunities for communicators.
This theory will be applicable to my research as one of the key success factors in the educational cooperation between nations is the ability to communicate internationally.

2.3. Conceptual Framework


Figure 1. Conceptual framework of the research

This research would be best described by the above figure of conceptual framework. The figure were developed out of the facts found from the previous research, theoretical framework and literature review to address the research question, which is: to what extent could the human resources quality of Indonesia and Thailand be improved through the conduct of educational cooperation between the two countries in preparation towards the ASEAN Economic Community 2015.
In this context the theories that need to be explored are:
1.    Social Learning Theory,
2.    Intercultural Communication Theory, and
3.    International Communication Strategy Theory
The Social Learning theory and Intercultural Communication theory were chosen to as the most appropriate theories to be the base of the conduct of the educational cooperation between Indonesia and Thailand, while the international communication strategy theory provides the approach to the preparation of ASEAN Economic Community 2015 where the high skilled human resources would be one of the key success factors for the participating countries.  


REFERENCES
ASEAN Economic Community Blue Print. (2008, January). Retrieved from http://www.asean.org/archive/5187-10.pdf
Cambie, Silvia & Ooi, Yang-Mai. (2009). Interntional Communications Strategy Development in Cross-cultural Communications, PR and Social Media. Philadelphia, USA: Kogan Page. Retrieved from file:///C:/Users/agung_na_ani/Downloads/[Silvia_Cambie,_Yang-May_Ooi]_International_Commun(BookFi.org).pdf
Griffin, Em. (2012). A First Look at Communication Theory (eight edition). New York, USA: The McGraw-Hill Companies, Inc.
Hansakul, Syetarn. (2013, June 14). ASEAN Economic Community (AEC) A Potential Game Changer for ASEAN Countries. Deutsche Bank DB Research. Retrieved from https://www.dbresearch.com/PROD/DBR_INTERNET_EN-PROD/PROD0000000000315342/ASEAN+Economic+Community+%28AEC%29%3A+A+potential+game+changer+for+ASEAN+countries.pdf
Martinez-Fernandez, Cristina & Powell, Marcus. (2009, November 6). Employment Skills Strategies in Southeast Asia: Setting the Scene. Organisation for Economic Co-operation and Development (OECD) Report. Retrieved from http://www.oecd.org/countries/bruneidarussalam/45592999.pdf
Overview of ASEAN Education Ministers Meeting (ASED). Retrieved from http://www.asean.org/communities/asean-socio-cultural community/category/overview-24
Paryono. (2013). Mapping National and Regional TVET Initiatives in Southeast Asia and Beyond in Response to Students and Labour Mobility. TVET Asia Online Journal Issue 1: Collaboration in TVET. Retrieved from http://www.tvet-online.asia/issue/1/paryono_tvet1
Ting-Toomey, S. (1999). Communicating across cultures. New York: The Guilford Press

Wiseman, R.L. (2003). Intercultural Communication Competence. In W.B. Gudykunst (Ed.), Cross-cultural and Intercultural Communication, 167-190. Thousand Oaks, CA: Sage

Business Impact on AirAsia QZ8501 Tragedy

A.     Organization Identification
AirAsia is the leading low-cost carrier (LCC) airline in Asia, headquartered in Kuala Lumpur, Malaysia which started its business in 2001. With employment for over 15.000 people and its slogan ‘Now Everyone Can Fly’, AirAsia has carried over 230 million guests. It is well known as Asian largest low cost airline and has been awarded as the World’s Best Low Cost Airline in the Annual World Airline Survey by Skytrax for 6 consecutive years from 2009-2014.

Figure 1. AirAsia Logo
As stated in their corporate profile published on their official website address: http://www.airasia.com, AirAsia’s missions are to attain the lowest cost so that everyone can fly with AirAsia, maintain the highest quality product, embracing technology to reduce cost and enhance service levels. The AirAsia Group services the most extensive network across Asia & Australia with its affiliates spread out in some countries; Malaysia, Indonesia, Thailand, Philippines, and India by the names; AirAsia Indonesia, Thai AirAsia, Philippines’ AirAsia, AirAsia India, AirAsia Zest, AirAsia X, Thai AirAsia X, and Indonesia AirAsia X.
AirAsia manages to maintain their low cost fare by applying the following strategies;
·                Low fares no frills. AirAsia reduce the cost by not providing foods and drinks for passangers in their flights. By doing this, the company could cut the cost of everything that full service airline provide for free. Air Asia is the pioneer of no frills air travel in the Far East and is fantastic at providing affordable fares to everyone and making air travel cheap, easy and convenient
·                Strategic IT implementation. As stated by WONG Pui Man, Cary (2009) in his academic writing on Enabling Technology in Airline Industry taking AirAsia as the case study, AirAsia has adopted information technologies strategically to integrate the operations and coordinate all the business and management functions, among others; Yield Management System (YMS), Computer Reservation System (CRS), and Enterprise Resource Planning System (ERP). The IT systems have been effectively substituting the cost of employees in implementing its marketing and sales activities, as well as operation activities.
·                Point-to-point network. AirAsia is applying the point-to-point network, reducing the numbers of transit in their flights to keeps operations simple. They prefer to arrange their flight directly to its destination rather than transit in other place before.
The 2013 Annual Report of AirAsia says that by the end of 2013 AirAsia has 182 operating routes to 83 destinations in 17 countries and flying more that 217 million passangers since its first establishment. It has more than 13.000 employees with biggest market share in Malaysia, Indonesia, Thailand, and The Philippines. With such numbers, AirAsia was voted as the largest LCC airline in Asia in terms of fleet and number of passangers carried.
B.     Issue Identification
For more than 13 years operating smoothly as an affordable airline for millions of people, AirAsia faced with a tragedy which became a great issue for the company. In a morning on December 28, 2014 AirAsia flight QZ8501 route Surabaya-Singapore was claimed missing.
As reported by www.straitstimes.com, air traffic controllers lost contact with Flight QZ8501 around an hour after it left Juanda international airport in Surabaya, East Java, at 5:20am. The Airbus A320-200 had been scheduled to arrive in Singapore at 8:30am. There were 162 onboard, 156 were Indonesians, 3 were South Koreans and 1 person each from Singapore, Malaysia and France consisted of 138 adult passengers, 16 children and an infant, in addition to the two pilots and five cabin crew.
Figure2. Satellite map showing heavy cloud formation above Java Sea, the location of the plane crash
The real cause of the tragedy is still remain unknown and is being investigated. Some predict that the main cause is the bad weather. As covered in an article by http://www.merdeka.com, the Head of Australian Strategic Aviation Solution, Neil Hansford said that AirAsia QZ8501 was passing through a thunderstorm area where most pilots will avoid. He believed that the cause is purely human error instead of technical error.
According to Alvin Lie, one of Indonesian flight observer, there are two possibilities happened to AirAsia QZ8501. First is that the plane crashes its wings in the air because of bad turbulence caused by cumulonimbus, and second is that the plane falls down to the sea and hit sea surface so hard that it broke the body of the plane. But he believes that a proper investigation should be done to analyze the real cause of the incident by finding out the black box.
Despite all the predictions on the causes, AirAsia Indonesia admitted that they have committed ‘administrative negligence’ when requesting a change in its Surabaya-Singapore flight schedule. As covered on an article in http://www.straitstime.com, AirAsia Indonesia had only verbally informed the Ministry of Transportation regarding their route of Surabaya-Singapore operating on Sunday.
Speaking on January 13, 2015 regarding the AirAsia incident at the first hearing with House of Representatives Commission V on transportation, AirAsia Indonesia’s President Director Sunu Widyatmoko said that based on the flight permit issued by the ministry, the airline was allowed to fly four days a week on Mondays, Tuesdays, Thursdays and Saturdays. "I admitted that administrative negligence occurred when requesting the change in flight schedule, as the verbal information failed to reach the ministry," Mr Sunu said. "We will take this as a correction," he added.
The crash marks a tragic end to aviation in Southeast Asia in 2014 topping up the tragedy of the disappearance of MH370 in March 2014 which disappeared with all 239 passengers on board, and the shooting down of MH17 over Ukraine that killed all 298 passengers and crew in July 2014.
When speaking about airlines business, we can not separate it from the risks incurred by the companies’ day to day activities. Amongst the most typical operations risks within the airline industry we find hazardous activities affecting safety, inadequate financial processes leading to inefficient control, and inadequate IT back up systems leading to loss of information.
According to Miller (1992), the label "risk" has also commonly been assigned to factors either external or internal to the firm that impact on the risk experienced by the firm. The use of the term "risk" to refer to uncertain environmental variables that reduce performance predictability. The term "uncertainty" as used in strategic management and organization theory refers to the unpredictability of environmental or organizational variables that impact corporate performance [Miles & Snow 1978; Pfeffer & Salancik 1978] or the inadequacy of information about these variables [Duncan 1972; Galbraith 1977].
One of the prediction of what happen to AirAsia QZ8501 is bad turbulence caused by cumulonimbus. If somehow the investigations lead to the cause of the accident is as predicted, then it can be included in one of the categorizations of uncertainty which is Natural uncertainties. This category includes natural phenomena that impact economic output.
C.     Business Impacts
This tragedy of the missing plane by AirAsia will surely contribute such big impacts to AirAsia’s business, among others;
1.    The threat of losing customers
The shock caused by AirAsia’s tragedy happened to all frequent travellers and flyers in the world. It will for sure makes them questioning the safety of the airline. The threat of losing big number of customers for AirAsia is quite possible since their track records as the airline with no accidents or plane crashes is suddenly lost.
2.    Decreasing the company share price
After the incident the company’s share price is relatively decreasing. As cited from http://www.firstpost.com, on Monday, December 29, 2014 AirAsia’s share price fallen down to 12.9% to 2.56 Malaysian Ringgit.  But on January 4, 2015 the price is continuously gaining to 11.6% down from the price before the tragedy.
3.    The new law issued by Indonesian Government.
As mentioned in an article published by http://www.laruno.com, Mr. Ignasius Jonan, Indonesian Minister of Transportation gave his statement that Indonesian government will review AirAsia’s business and operationals for the sake of flights safety. The ministry will also increase the flight safety standards from category II to category I applied by the Federal Aviation Administration (FAA). Any airlines which do not perform safety procedure as regulated by FAA will not get their flight permit by Indonesian government.
Beside giving impacts to AirAsia as the company, the tragedy will also contribute to other fields and or institutions, for example;
·        Tourism in several city in Indonesia will be impacted.
As mentioned in an article on http://m.voaindonesia.com, according to Daryono, the Head of Tour and Travel Association in Solo, the only airline in Solo which directly promote to the city and has route to other cities or even to other countries so far, is only AirAsia. In 2014 Solo has significantly attracted tourists to visit. Almost 3 millions tourists came, and 35.000 of them are international tourists. The association worried that the tragedy will impact the interest of tourists to visit Solo.
·        There will be no more low cost airticket.
The Ministry of Transportation believed that there is a tight business competition among airlines which makes airline companies violate the rules and regulations by adding or changing the routes and flight schedules. This was what happened with AirAsia QZ8501 that flew on Sunday December 28, 2014. The Ministy of Transportation will then apply a new rule that the lowest rate of low-cost airticket will be maximum 40% of a normal airticket. In the future there will be no more airtickets sold in a very cheap price, for example, IDR 50.000 or 100.000.  
This will be disadvantages to the low cost carrier customers who probably depend on cheap airtickets to travel, and to other low cost airlines that market and promote themselves mainly through their low price airtickets.
·        The customers will prefer to fly with other airlines.
This will be advantageous to other airlines as AirAsia’s competitors, but it was predicted that the situtation will not happen in a long term basis. Eventually the loyal customers will still choose AirAsia, and other low budgetted travelers will be chosing the cheapest airtickets to fly.
D.     Managing the Crisis
In the communication perspective, AirAsia handles the crisis quite well.
1.    The highly visible compassion shown by Toni Fernandes, the founder and owner of AirAsia, such as changing the airline’s bright red logo to a somber gray online as an initial response to the tragedy. It is a simple yet good example of how to communicate in a crisis.

Figure 3. Toni Fernandes’ will to change the airline’s logo color online
2.    Fernandes was looking after the grieving families and put them in the priorities over any other matters. He was showing a lot of empathy and using many media to deliver it. A few hours after the flight claimed disappeared, he himself flew to Surabaya and meet the families of the victims.
As stated on an article in http://www.skift.com, “Since Sunday, Fernandes has been constantly in the spotlight, apologizing for the loss of life. An active Twitter user with nearly a million followers, he quickly took to social media to express shock and sympathy. On television, he has not shied away from answering questions while avoiding speculation about the cause of the crash, which occurred during bad weather.” He was very genuine, choosing the right words and showing the sympathy from his facial expression.
3.    AirAsia and its Indonesian were issuing regular statements about the known facts in several languages and had set up a hotline for relatives.
Currently, the investigation is still going on progress, and the report will be the most important thing for the families of the victims as it is for AirAsia. Some recommendations that I may add here for AirAsia’s communication activities would be;
1.    If the investigation shows the airline is in some way to blame, it will be crucial for AirAsia to fully acknowledge that and convincingly show that they will take action to ensure that type of accident can never happen again.
2.    Meanwhile, AirAsia should continue doing their communication effort by showing empathy to the victims’ families and put them as their priorities.
3.    In the same time AirAsia should also help the investigation process by giving any data needed for the investigators and work cooperatively with them.
4.    Holding press conferences and creating press releases on any progress of the investigations will also be helpful.
Many people believed that despite all the tragedy, AirAsia will survive and eventually maintain their good service as a low cost carrier airline to its customers. “Certainly AirAsia will recover as it is a very good airline and this tragedy will not impact its growth,” said AirlineRatings.com editor Geoffrey Thomas, as it was covered in an article posted on http://www.livetradingnews.com. Surely they will be quite blown in terms of business at the earliest time after the tragedy happened, but it will not be a long-term effect. After they bounced back from the tragedy they will emerge even stronger.





References
2013 AirAsia Annual Report: More than you can imagine. Retrieved from http://www.airasia.com/docs/common-docs/investor-relations/annual-report-2013.pdf
AirAsia.com. The AirAsia Family. Retrieved from http://www.airasia.com/bn/en/about-us/corporate-profile.page
Fadil, Iqbal. (2014, December). AirAsia QZ8501 ditemukan, ini dugaan penyebab jatuhnya. Retrieved from http://www.merdeka.com/peristiwa/airasia-qz-8501-ditemukan-ini-dugaan-penyebab-jatuhnya/patah-saat-di-udara-atau-jatuh-terempas-di-laut.html
Heffernan, Stephen. (2015, January 11). Will AirAsia Survive. Retrieved from http://www.livetradingnews.com/will-airasia-survive-91430.htm#.VLfkwnKSw8g
Laruno.com. (2015, January). Tragedi Pesawat Jatuh , 3 Dampak Negatif Untuk Perusahaan Air Asia. Retrieved from http://laruno.com/news/tragedi-pesawat-jatuh-3-dampak-negatif-untuk-perusahaan-air-asia/2/
Miller, Kent D. 1992. Journal of International Business Studies, Vol. 23, No. 2: A Framework for Integrated Risk Management in International Business. Palgrave Macmillan Journals.
Sari, Novita Intan. (2015, January 6). Buntut tragedi AirAsia QZ8501, nantinya tak ada lagi tiket murah. Retrieved from http://www.merdeka.com/uang/buntut-tragedi-airasia-qz8501-nantinya-tak-ada-lagi-tiket-murah.html
Satriawan, Yudha. (2015, January). Pariwisata Solo Kena Dampak Tragedi Pesawat Air Asia. Retrieved from http://m.voaindonesia.com/a/pariwisata-solo-kena-dampak-tragedi-pesawat-air-asia/2588624.html
Straitstime.com. (2014, December). AirAsia flight QZ8501: Relatives of Indonesian passengers swarm Surabaya airport. Retrieved from http://www.straitstimes.com/news/asia/south-east-asia/story/airasia-flight-qz8501-relatives-missing-indonesian-passengers-swarm-
Straitstime.com. (2015, January). AirAsia admits 'administrative negligence'; no right to fly route on Sundays. Retrieved from http://www.straitstimes.com/news/asia/south-east-asia/story/airasia-admits-administrative-negligence-20150114
WONG Pui Man, Cary. (2009, March). Professional Diploma Program in Logistics and Supply Chain Management Project Studies – Enabling Technology in Airline Industry. Retrieved from http://www.skcs.hk/AirAsia.pdf
Wright, Stephen. (2015, January 2). AirAsia’s CEO Is Becoming the Model for Airline Leaders During a Crisis. Retrieved from http://skift.com/2015/01/02/airasias-ceo-is-becoming-the-model-for-airline-leaders-during-a-crisis/