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

Kristijan Breznik (International School for Social and Business Studies, Celje, Slovenia and Faculty of Environmental Engineering, Velenje, Slovenia)
Saša Zupan Korže (Faculty of Tourism, University of Maribor, Maribor, Slovenia)
Giancarlo Ragozini (Department of Political Science, University of Naples Federico II, Naples, Italy)
Mitja Gorenak (Faculty of Tourism, University of Maribor, Brežice, Slovenia)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 23 December 2022




This study aims to investigate the content of hotel brands’ mission statements (MSs) and their relationship with selected attributes of hotel brands.


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.


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.


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.



KB was partially supported by the European Union through the European Social Fund and the Ministry of Education, Science and Sport of the Republic of Slovenia for funding the project ‘Longer mobilities of ISSBS’ higher education teachers’ (project no. OP20.04562) and the research programme P5-0049. GR was partially supported by Italian Ministerial grant PRIN 2017 CUP: B78D19000180001.


Breznik, K., Zupan Korže, S., Ragozini, G. and Gorenak, M. (2022), "Revealing mission statements in a hotel brand sector using social network analytic approach", International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print.



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