Investigation of the Mission and Vision Statements of the Five-Star Hotels Within the Context of Impression Management Strategies

Yıl 2023, Sayı: 77, 201 - 218, 28.07.2023

Elif Tuba Tamer Hülya Uzun

https://doi.org/10.51290/dpusbe.1291195

Öz

This research aims to investigate the mission and vision statements published on the websites of five-star hotel businesses within the scope of impression management strategies. To achieve this, manual content analysis, which is a qualitative research method, was used to investigate the mission and vision statements shared on the websites of five-star hotels that hold a tourism operation certificate from the Ministry of Culture and Tourism of the Republic of Turkey. Document analysis was preferred as the data collection method in the research. The research universe consists of five-star hotels operating in Turkey. According to the research results, it can be stated that while 50.19% of the five-star hotels' vision statements reflect the strategy of "self-promotion," 47.50% of the mission statements reflect the strategy of "ingratiation." When evaluated in terms of illustrative and demonstrative strategies, it has been determined that the demonstrative strategy is more specific for both mission and vision statements.

Anahtar Kelimeler

Mission, vision, ımpression management strategies, five-star hotels, web page

Beş Yıldızlı Otel İşletmelerinin Misyon ve Vizyon Beyanlarının İzlenim Yönetimi Stratejileri Kapsamında İncelenmesi

Öz

Bu araştırmanın amacı, beş yıldızlı otel işletmelerinin web sayfalarında yayınladıkları misyon ve vizyon beyanlarının izlenim yönetimi stratejileri kapsamında incelenmesidir. Bu amaç doğrultusunda T.C. Kültür ve Turizm Bakanlığı turizm işletme belgesine sahip beş yıldızlı otel işletmelerinin web sayfalarında paylaştıkları misyon ve vizyon beyanlarının incelenmesinde bir nitel araştırma yöntemi olan manuel içerik analizi kullanılmıştır. Araştırmada, veri toplama yöntemi olarak doküman analizi yöntemi tercih edilmiştir. Araştırmanın evrenini Türkiye’de faaliyet gösteren beş yıldızlı otel işletmeleri oluşturmaktadır. Araştırma sonuçlarına göre beş yıldızlı otel işletmelerinin vizyon beyanlarının %50,19’unda “niteliklerini tanıtma” stratejisine yönelik yansımalar tespit edilmişken, misyon beyanlarının %47,50’sinde ise “kendini sevdirme” stratejisinin yansımaları olduğunu ifade etmek mümkündür. Açıklayıcı ve kanıtlayıcı stratejiler açısından değerlendirildiğinde misyon ve vizyon olarak her iki beyana yönelik kanıtlayıcı stratejinin daha belirgin olduğu tespit edilmiştir.

Anahtar Kelimeler

Misyon, vizyon, izlenim yönetimi stratejileri, beş yıldızlı otel işletmeleri, web sayfası

Kaynakça

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