<abstract xmlns="http://www.w3.org/1999/xhtml">

<bold>Background/Purpose:</bold> This paper explores how organisational values can help to understand the interlinks of hotel brands and their hotel rating. The study assumes that the importance of organisational values in the service sector represents one of the key components of both growth and development of an organisation.
<bold>Methods:</bold> Conceptual content analysis was used on the dataset of organisational values found on websites of the top 100 European hotel brands. Advanced network analytic procedures were applied to identify clustered dimensions of organisational values among various hotel brands.
<bold>Results:</bold> Results identified shared organisational values among hotel brands clustered into four predominant dimensions: entrepreneurial, stakeholders, moral, and tradition. The study confirmed wide content variability of organisational values within the hotel brand industry.
<bold>Conclusion:</bold> The cluster analysis identified clusters of the most important words from values statements, concluding that hotel brands highly value “entrepreneurial” and “ethical” clusters. The island analysis approach on hotel brands’ level also reveals that organisational values in this sector are determined by many factors, including the scale and market positioning. Our study provides theoretical and practical implications to hotel brand strategists in order to better understand their current and desired sector position.
</abstract>

Background/Purpose: This paper explores how organisational values can help to understand the interlinks of hotel brands and their hotel rating. The study assumes that the importance of organisational values in the service sector represents one of the key components of both growth and development of an organisation.
Methods: Conceptual content analysis was used on the dataset of organisational values found on websites of the top 100 European hotel brands. Advanced network analytic procedures were applied to identify clustered dimensions of organisational values among various hotel brands.
Results: Results identified shared organisational values among hotel brands clustered into four predominant dimensions: entrepreneurial, stakeholders, moral, and tradition. The study confirmed wide content variability of organisational values within the hotel brand industry.
Conclusion: The cluster analysis identified clusters of the most important words from values statements, concluding that hotel brands highly value “entrepreneurial” and “ethical” clusters. The island analysis approach on hotel brands’ level also reveals that organisational values in this sector are determined by many factors, including the scale and market positioning. Our study provides theoretical and practical implications to hotel brand strategists in order to better understand their current and desired sector position.

Hotel Branding Exposed: a Content Analysis of Related Organisational Values

Faculty of Sci Eng & Built Env, School of Engineering

Organizacija

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Hotel Branding Exposed: a Content Analysis of Related Organisational Values"}

Background/Purpose: This paper explores how organisational values can help to understand the interlinks of hotel brands and their hotel rating. The study...

Hotel Branding Exposed: a Content Analysis of Related Organisational Values

Published Online: Sep 06, 2021

Page range: 180 - 191

Received: Dec 05, 2020

Accepted: Jun 10, 2021

DOI: https://doi.org/10.2478/orga-2021-0012

Keywords
Organisational values, Hotel industry, Branding, Content analysis, Network analysis

© 2021 Kristijan Breznik et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Hotel Branding Exposed: a Content Analysis of Related Organisational Values

Published Online: Sep 06, 2021

Page range: 180 - 191

Received: Dec 05, 2020

Accepted: Jun 10, 2021

DOI: https://doi.org/10.2478/orga-2021-0012

KeywordsOrganisational values, Hotel industry, Branding, Content analysis, Network analysis

© 2021 Kristijan Breznik et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
Organisational values, Hotel industry, Branding, Content analysis, Network analysis