How do hotels state their missions? Evidence from an emerging country

Abstract

This study, by defining the elements in the mission statements that hotels use, examines whether these statements are related to their star ratings, operation times and the quality certificate they possess, their year of establishment and their premises. The sample consists of 3–, 4– and 5–Star hotels licensed by the Ministry of Tourism in Turkey. The mission statements of these hotels have been collected from their web pages and a content analysis has been conducted. It was determined that generally the hotels used at most 3, 4 or 5 elements simultaneously. However, it was observed that they gave little consideration to the information related to the elements of public image, employees, survival, technology and markets. It was noted that the elements which were used or not used were similar depending on their characteristics. Finally, the findings resulting from the study were evaluated and future options discussed.