Revealing mission statements in a hotel brand sector using social network analytic approach

Abstract

Purpose This study aims to investigate the content of hotel brands’ mission statements (MSs) and their relationship with selected attributes of hotel brands. Design/methodology/approach Content analysis of hotel brands’ MSs was used to detect the MSs’ key words, which were further processed by methods of social network analysis, complemented by clustering techniques and correspondence analysis on the generalized aggregated lexical tables, a special type of correspondence analysis. Findings Hotel brands operating in luxurious markets more often emphasize experiences than those in midscale markets. Furthermore, hotel brands with longer traditions and those with a large number of controlled rooms communicate words in their MSs that represent a rather traditional approach to hospitality. Younger hotel brands with fewer controlled rooms chose words that indicate a more commercially oriented approach. Finally, cluster analysis revealed four dimensions of hotel brands’ MSs, instead of the nine most typically used in mission statement component models. Practical implications Understanding the frequencies and networks of keywords, and their relationship with hotel brand attributes, will help create more focussed MSs. This will strengthen hotel brands, raise their revenues and subsequently increase company performance. Originality/value The analysis provides valuable insight into MSs in the specific tourism context of hotel brands. The authors have achieved this with the use of a wide range of advanced network analytic methods. These insights can guide hotel brands to better position themselves in the competitive tourism accommodation market.

Social network analysis in hospitality and tourism: Guest editorial

“…1. These are the numbers associated to the 13 papers: 1 – Wang et al (2023); 2 – Jokar et al (2022); 3 – Yang et al (2022); 4 – Ness et al (2022); 5 – Baggio et al (2022); 6 – Shrestha et al (2023); 7 – Ivars-Baidal et al (2023); 8 – McLeod et al (2022); 9- Blasi et al (2022); 10 – Vila-Lopez and Kuster-Boluda (2022); 11 – Breznik et al (2022); 12 – Wang et al (2022); 13 – Chen (2022). …”

“…The study contributes to the understanding of social media branding mechanism which includes brand diffusion, user-generated content, opinion leaders and brand events' impact. Breznik et al (2022) investigated the content of hotel brands' mission statements and their relationship with hotel brands attributes. Results show differences between luxurious and midscale category hotel brands, in selecting keywords and attributes to communicate in marketing strategies.…”

“…Breznik et al (2022) investigated the content of hotel brands’ mission statements and their relationship with hotel brands attributes. Results show differences between luxurious and midscale category hotel brands, in selecting keywords and attributes to communicate in marketing strategies.…”

Brand portfolio extension of international hotel chains: a perspective on consumer confusion and consumer decision-making process

“…As consumers’ decisions to select a hotel rely largely on the hotel’s brand name (Breznik et al , 2022; Khoi and Le, 2022), hoteliers have paid serious attention to the development of brand portfolios. In particular, the expansion of brand portfolios is provoked by the micro-level diversification of customers.…”

“…Given the intense rivalry among brands in the hotel industry, brand communication is of great importance (Breznik et al , 2022; Jeong et al , 2023). The awareness (or attention), interest, desire and action (AIDA) framework has long been validated as an effective tool to explain how marketing communications affect consumers’ purchase behavior (Zhang and Hwang, 2023).…”