An Exploratory Research Regarding the Visibility of the Mission Statements on the Airline Company Websites

Abstract

The aim of this study is to display how efficient the airline companies use their websites to announce their mission statements to stakeholders. This qualitative research, for which content analysis is used, has a sample group of 252 companies. It has been determined that 70% of the companies announce their mission statements on their websites, 40% of them do it under the title “Our Mission”, the companies usually give two language options (native and English), even if there are more, they are usually not available for mission statements, the most frequent location for the mission statement is the second, the least frequent is the homepage. This study concludes that the websites are not being used efficiently to reach their stakeholders.