This study aims to examine the role of diversification in moderating the effectiveness of crisis and disaster management strategies in the UAE's aviation sector, with a specific focus on the COVID-19 pandemic. Using a quantitative research design, data were collected from 357 managers selected through stratified random sampling. The analysis reveals that the interaction between diversification and disaster preparedness has a negative but non-significant effect on organizational effectiveness (? = -0.085, p = .06). Similarly, the interactions between diversification and disaster response, disaster prevention, and disaster recovery also show non-significant effects on organizational effectiveness (? = 0.018, p = .698; ? = 0.051, p = .359; ? = 0.014, p = .76, respectively). These results suggest that diversification does not significantly moderate the relationship between disaster management strategies and organizational effectiveness. Additionally, the study highlights that perceived ease of use and perceived usefulness are critical factors in adopting technological diversification. Based on these findings, the study recommends that the UAE aviation sector invest in technological innovation and enhance its risk and crisis management capabilities through staff training and the implementation of advanced technologies.
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