Evaluating the Current and Future of Corporation and Hotel Industry Performance by Analyzing CEO Messages Using the SBSC Framework Assessment

The hotel industry has faced significant challenges in both the short and long term, particularly due to the impact of COVID-19, highlighting the need for strategic adjustments to ensure sustainability and growth. This study investigates the strategic elements emphasized in CEO messages published on hotel company websites and their relationship with current and future corporate performance. Utilizing text mining techniques and the Sustainability Balanced Scorecard (SBSC) framework, this research classifies key strategies into financial, customer, internal business processes, learning and growth, social responsibility, and security and safety perspectives. Empirical analysis using the 2SLS regression model reveals several critical findings. First, strategies emphasizing financial and customer perspectives positively influence future corporate performance, though no significant impact is observed on current performance. Second, internal business processes and learning and growth perspectives show no statistically significant relationship with either current or future corporate performance. Third, social responsibility initiatives have an immediate positive effect on current performance, but their long-term impact is negligible. Finally, security and safety perspectives negatively affect both short-term and long-term corporate performance, largely due to the associated costs. However, additional network analysis demonstrates that security and safety factors are interconnected with other strategic elements, suggesting their complementary importance for overall operational stability. The study highlights the critical role of transparent information delivery through CEO messages as a tool for communicating corporate vision and strategy, offering insights into how stakeholders can utilize this information for decision-making. These findings provide valuable theoretical and managerial implications for sustainable hotel management in a post-pandemic environment.