Analysis of the Vision and Mission Statements in the Websites

Abstract

The purpose of the present study is to analyze the website-declared vision and mission statements of 149 five-star hotels in the largest cities of Turkey, Istanbul, Ankara, and Izmir, based on certain criteria. The outcomes of the research indicated that only 24% of the hotels had a mission statement and 21% had a vision statement. Hotels with the least number of statements were those in Istanbul (17%). It was determined that hotels provided highly limited information on the product/market area component in their mission statements (19%). Moreover, it was determined that although hotels fully reflected their basic ideology in vision statements, almost half of them (48%) failed to place an emphasis on the future in their statements.