This thesis is involved with exploration of key changes drivers and market phenomena in the Southeast Asia and the development of new conceptual frameworks for business environmental analysis of airlines. The research is constructed under the phenomenology paradigm which adopts a coherentism approach and mainly takes airline industry’s publications, statistics, and executives as units of analysis. Hermeneutic phenomenology, a single-embedded case study, concurrent triangulation mixed method, and grounded theory are all used as methodologies. Methods using document reviews, interviews, and questionnaires are applied to surface the key changes drivers, market phenomena and the perceptions of the importance of changes factors. The collected data are analysed by content analysis, thematic analysis, cognitive mapping analysis, constant comparative analysis and descriptive analysis to classify, generalise and develop into proper forms. The research reveals that ‘market’, ‘competition/strategy’, ‘regulation/policy’, ‘infrastructure/resource’, ‘cooperation’, ‘distribution’, ‘technology, and ‘broad’ factors are discovered as key change drivers. Their different importance levels are measured by occurrences, density, centrality, and tail occurrences as root causes of changes. The characteristics of their interrelationships are based on directional and influential dimensions. There are 16 emerged changes/market phenomena and 11 generalised conceptual frameworks and 3 newly developed frameworks for analysing the airline business environment. The quantitative findings from content analysis are evaluated by inter-coder analysis which achieves kappa coefficient = 0.87 indicating high reliability of the analysis. The qualitative findings are qualified through ten criteria assessment of research quality. The deliverables provide both theoretical and methodological contributions. The research limitations are found in some sources of collected data and findings which are caused by scarce data availability and three types of biases. The recommendations for future research into financial performance, changes’ leading indicators and comparative in-depth study in other ASEAN countries and regions are made.

This thesis is involved with exploration of key changes drivers and market phenomena in the Southeast Asia and the development of new conceptual frameworks for business environmental analysis of airlines. The research is constructed under the phenomenology paradigm which adopts a coherentism approach and mainly takes airline industry’s publications, statistics, and executives as units of analysis. Hermeneutic phenomenology, a single-embedded case study, concurrent triangulation mixed method, and grounded theory are all used as methodologies. Methods using document reviews, interviews, and questionnaires are applied to surface the key changes drivers, market phenomena and the perceptions of the importance of changes factors. The collected data are analysed by content analysis, thematic analysis, cognitive mapping analysis, constant comparative analysis and descriptive analysis to classify, generalise and develop into proper forms. The research reveals that ‘market’, ‘competition/strategy’, ‘regulation/policy’, ‘infrastructure/resource’, ‘cooperation’, ‘distribution’, ‘technology, and ‘broad’ factors are discovered as key change drivers. Their different importance levels are measured by occurrences, density, centrality, and tail occurrences as root causes of changes. The characteristics of their interrelationships are based on directional and influential dimensions. There are 16 emerged changes/market phenomena and 11 generalised conceptual frameworks and 3 newly developed frameworks for analysing the airline business environment. The quantitative findings from content analysis are evaluated by inter-coder analysis which achieves kappa coefficient = 0.87 indicating high reliability of the analysis. The qualitative findings are qualified through ten criteria assessment of research quality. The deliverables provide both theoretical and methodological contributions. The research limitations are found in some sources of collected data and findings which are caused by scarce data availability and three types of biases. The recommendations for future research into financial performance, changes’ leading indicators and comparative in-depth study in other ASEAN countries and regions are made.