กระบวนการ และกลยุทธ์สื่อสารในภาวะวิกฤตของสายการบินเจจูแอร์ไลน์ กรณีเครื่องบินที่ 7C 2216 ประสบอุบัติเหตุเครื่องบินไถลชนผนังรั้วสนามบินนานาชาติมูอัน

Tawat Weston

Authors

Tawat Weston Independent Scholar

Keywords:

Crisis Communication, Crisis Management, Jeju Air

Abstract

This research aims to 1) examine the crisis communication process of Jeju Air in response to the accident involving Flight 7C2216, and 2) analyze the communication strategies used during the incident. A qualitative approach was applied, using secondary data from Jeju Air’s official website, Facebook and Instagram posts, and executive statements collected between December 29, 2024, and February 28, 2025. The analysis was guided by Situational Crisis Communication Theory (SCCT) and Image Restoration Theory (IRT). Findings show that Jeju Air implemented a structured crisis communication process across three phases: acute, transition, and recovery. Key strategies included mortification (formal apology), corrective action, symbolic action, ingratiation, and reassurance. A notable moment was the CEO’s statement, “I take full responsibility” (The Economic Times, 2024), which played a critical role in reducing public backlash and restoring international trust.

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