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This study aims to investigate the content of hotel brands’ mission statements (MSs) and their relationship with selected attributes of hotel brands.

Content analysis of hotel brands’ MSs was used to detect the MSs’ key words, which were further processed by methods of social network analysis, complemented by clustering techniques and correspondence analysis on the generalized aggregated lexical tables, a special type of correspondence analysis.

Hotel brands operating in luxurious markets more often emphasize experiences than those in midscale markets. Furthermore, hotel brands with longer traditions and those with a large number of controlled rooms communicate words in their MSs that represent a rather traditional approach to hospitality. Younger hotel brands with fewer controlled rooms chose words that indicate a more commercially oriented approach. Finally, cluster analysis revealed four dimensions of hotel brands’ MSs, instead of the nine most typically used in mission statement component models.

Understanding the frequencies and networks of keywords, and their relationship with hotel brand attributes, will help create more focussed MSs. This will strengthen hotel brands, raise their revenues and subsequently increase company performance.

The analysis provides valuable insight into MSs in the specific tourism context of hotel brands. The authors have achieved this with the use of a wide range of advanced network analytic methods. These insights can guide hotel brands to better position themselves in the competitive tourism accommodation market.

The purpose of this paper is to explore small hotels guests' perception of social responsibility (SR), to relate their SR perceptions with their motivation for choosing small hotels instead of large ones, and to check whether motivation is further related to guests' satisfaction. System thinking is used for better attainment of SR through linking the environmental and social dimension of hotel guests' SR perceptions.

The paper starts with a theoretical background for the conceptual model. The empirical quantitative research was conducted in 2013. Data were collected through a structured questionnaire. The hypotheses were analysed with structural equation modelling.

The findings show that guests of small hotels perceive SR predominantly through its environmental and socio-local perspective. The guests with stronger perception of SR are more motivated to choose small hotels for their vacations, and at the same time, demonstrate a higher level of satisfaction with their choice.

The research is limited to guests of small hotels only and to two dimensions of SR: environmental and socio-local.

Results of the study should encourage the small hotel operators to implement system thinking when reviewing their existing SR actions and adding some new ones. Relevant SR actions in small hotels, based on managers' system thinking, should become an important part of strategic, managerial and operational decisions.