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.

中文翻译：

---

使用社交网络分析方法揭示酒店品牌部门的使命宣言

目的

本研究旨在调查酒店品牌使命宣言（MS）的内容及其与酒店品牌选定属性的关系。

设计/方法论/途径

通过对酒店品牌MS的内容分析来检测MS的关键词，并通过社交网络分析方法进一步处理，并辅以聚类技术和广义聚合词汇表上的对应分析（一种特殊类型的对应分析）。

发现

与中档市场的酒店品牌相比，在豪华市场运营的酒店品牌通常更强调体验。此外，具有悠久传统的酒店品牌和拥有大量受控客房的酒店品牌在其 MS 中传达的语言代表了相当传统的接待方式。受控客房较少的年轻酒店品牌选择了更加以商业为导向的措辞。最后，聚类分析揭示了酒店品牌 MS 的四个维度，而不是使命宣言组件模型中最常用的九个维度。

实际影响

了解关键词的频率和网络，以及它们与酒店品牌属性的关系，将有助于创建更有针对性的 MS。这将增强酒店品牌、增加收入并随后提高公司业绩。

原创性/价值

该分析为酒店品牌特定旅游背景下的 MS 提供了宝贵的见解。作者通过使用各种先进的网络分析方法实现了这一目标。这些见解可以指导酒店品牌在竞争激烈的旅游住宿市场中更好地定位自己。