Mission and vision analysis of tourism faculties in the context of the fourth generation university model: The case of Turkey

The purpose of this study was to analyze mission and vision statements of tourism faculties in Turkey in the context of the fourth generation university. The study was carried out using a "case study" design. A document analysis method was used to analyze the current situation numerically. Data related to the study were acquired from the web pages of tourism faculties, which exist within the data source of the Higher Education Undergraduate Programs and Quotas Guideline 2019, Student Selection and Placement Council, Higher Education Institution. The data were analyzed using Excel and Maxqda software. Codes of mission and vision statements were coded on 6 themes and 12 categories that were determined according to the model designed for use in the study. According to the study results, it was observed that the number of codes related to education mission was superior in mission and vision statements of the tourism faculties. However, in mission and vision statements, it was found out that there has been insufficient emphasis on a pro-active focus and contribution to the local sector and economy, which is the most vital success component of the fourth generation university. Furthermore, it was observed that tourism faculties lack strategy in terms of mission and vision visuals concerning a research-oriented university approach and digital transformation. Findings were assessed in the context of the discussions in the literature and suggestions were then made for future studies.