Digitalization and Crises: The Opportunity Overturned on Sustainable Human Resource Development in Airlines in Thailand

Introduction

The whole world experiences together the dramatical changes of technology leading to globalization. Technology instantly connects people, social, and economic activities globally. Subsequently, people around the globe consume and experience rather the same products and services at the same dates and times. Technology allows organization to benefit from the information as to acquire big data for digging insightful consumer needs, behaviors, and predictable the consumer trend. The changing pace, though, commences from Gig-economy (business rely on grand volume of information) to today Quick-economy (business rely on quick, up-to-date information of customer). Additionally, we are in the disruption of unprecedent infectious disease; the coronavirus 19 that pushes human using technology, regulate us for social distancing, and travel restriction for our health safety. Despite the disruption of technology and unprecedented of the pandemic, the awareness of environmental issue also has been raised globally (Kankaew, 2022). It was stressed on the important of lives extinction, scarcity of resources, pollution, and the asymmetry of lives and resources. These problems are causing the world confront with global warming and severe force majeures particularly. Therefore, individual living in the post-modern world needs to be cognizant the world’s situation and resilience to adapt. One should become competent in technology usage, recognize health and well-being of self and others, balancing life span, and environmental awareness. Reflecting to organization as a business entity, organization must conduct its business with the awareness of social and environment sustainably in order to obtain legitimacy from society and customers. Like, Zieba and Johansson (2022) stated that firms need to disclose its non-financial impact. It is the corporate sustainability performance toward social, environmental and economic. In conjunction with Deffinika et al (2021) cited the UN has set up and implement sustainable development goals (SDGs) amongst its states’ member on social and welfare quality of people. Researchers highlighted the development of human resources of the country that would flourish national development. In the same way, it is essential to manage human resources efficiently and effectively. Organization ought to develop its human resources continuously for competitive edges as well as sustainability. In airlines industry, further, have insufficient policy and understanding to state and assess sustainability. As a result, it leads to incongruous sustainable practices (Zeiba and Johansson, 2022). Further, Gossling (2020) suggested to rethinking the underpinning of global aviation system sustainably. Thought, the air transport activities are increasing risk on the spreading of disease and one of the causes of global warming. Performing, however, the business sustainably requires willingness and participation from organization’s members. As refer to Lorsuwannarat (2013) post-modern organizations are organic and adaptability to the environment, where its members need motivation to drive organization’s activities. Wherein airline business, it is the customer service-centric and highly competitive in price depending largely on the market. Airline companies must provide state of the art customer services that depending on its workforces. The workforces could destroy or make the first impression of passenger.