Institutional isomorphism in chain hotel enterprises: How do institutional pressures shape mission statements?

Purpose This study examines the manifestation of coercive, mimetic, and normative isomorphism mechanisms in the mission statements of hotel chains operating in Türkiye. Design/methodology/approach This study analyzed the mission statements of 62 hotel chains with at least 3 properties in Türkiye using MAXQDA 2020 for thematic analysis. In the coding process, predefined codes representing coercive, mimetic and normative isomorphism mechanisms were determined based on the institutional theory literature. It has been established that the increasing similarities in mission statements are influenced by thematic patterns associated with coercive, mimetic, and normative influences. Findings The study shows the presence of mimetic isomorphism and normative isomorphism in the homogenization tendencies of the mission statements of 62 chain hotel businesses. Although hotel businesses differ in terms of brand origin, type of service, ownership structures and market entry year, it is observed that in their mission statements, mimetic isomorphism is evident due to the intense competition and uncertainty in the sector, while normative isomorphism is apparent in the use of terminology consistent with professional and institutional norms. Additionally, the study highlights that coercive isomorphism has a much more limited impact. Practical implications Hotel managers must transcend standardized purpose language and construct dynamic, context-sensitive mission statements that embody the interplay between organizational strategy, employee and stakeholder expectations. Mission statements must be specific, distinctive, practical, attainable and adaptable, rather than merely symbolic or easily disregarded texts. Originality/value This study is among the first to make empirical contributions by examining mission statements in the tourism and hospitality literature through an institutional theory lens. Additionally, by examining the impact of isomorphic mechanisms on hotel businesses’ mission statements, this study contributes to both institutional theory and the tourism and hospitality literature.