Bridging the Gap: A SWOT Analysis Addressing Challenges in Hong Kong's Aviation English Training Industry
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Abstract
This study examines the factors that could influence the growth of the aviation English training industry in Hong Kong (HK). A document analysis approach was employed, using the SWOT as the analytical framework. The analysis focused on 32 publicly available documents published between 2019 and 2024, which discussed the industry, particularly HK-headquartered passenger aviation companies. The findings of this study showed that the development of the industry was driven by the diversity of training providers tailored for HK students and the local aviation market, in compliance with International Civil Aviation Organization (ICAO) protocols, and the expansion of HK-based aviation companies. However, the sustainable development of the industry was hampered by several challenges. These challenges included the limited availability of customized courses for HK students and the local aviation industry, general talent shortages in the aviation sector, various institutional and operational constraints, and increasing competition from international online courses. The remaining sections of this paper provide recommendations for industry players and the HK government while also highlighting the academic contribution of this study.
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References
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