Mission statements of international airlines: a content analysis

Abstract A well-designed mission statement is essential for formulating, implementing, and evaluating business strategy. Yet the role of the mission statement in the strategic management of business firms has not been sufficiently highlighted in the research literature. It is not surprising that minimal attention has been paid to the role of mission statements in the strategic management of tourism and hospitality organisations. This paper attempts to remedy this apparent neglect. It focuses on the international airline industry by selecting 50 mission statements from corporate websites. 1 The mission statements are then analysed to determine the extent to which they conform to commonly accepted views of the ‘ideal’ mission statement. Variations from the stated ‘ideal’ are highlighted and discussed. Conclusions are drawn regarding the role of mission statements in the strategic management of tourism and hospitality organisations.