Constructing Singapore’s National Image through International Air Hub: A Case Study of Changi Airport

Abstract

Major international aviation hubs have gained increasing significance as strategic instruments for constructing and projecting national image. This study investigates the construction of Singapore’s national image through strategic business narratives, as exemplified by the case of Changi Airport. The goal is to examine the transmission mechanism between business practices and image construction, thereby revealing the underlying strategic relationship between aviation hubs and nation branding. Drawing upon a systematic analysis of Changi Airport’s annual reports, this study constructs the Business-Institution-Nation model. This model illustrates how specific business practices underpin the institutional image, thereby systematically backing the national brand. This study not only reconceptualizes aviation hubs as a strategic asset for nation branding, but also offers actionable insights for urban and aviation management.