@article{oai:bunkyo.repo.nii.ac.jp:00003972,
 author = {横川　潤},
 issue = {1},
 journal = {文教大学国際学部紀要, Journal of the Faculty of International Studies},
 month = {2013-07-01, 2013-09-17},
 note = {The purpose of this thesis is to apply U.S style of approach of research and education into hospitality and tourism, mainly from marketing perspective. At first, the difference between Japan and the U.S. in Hospitality and Tourism research and education is clarified for the purpose of showing fruitfulness of U.S. style approach.
　　As an example, the reason that number of tourism department comparing is overwhelming to it of hospitality department in Japan is proposed. It is odd considering the fact that hospitality or hospitality and tourism, not tourism by itself, is regarded to be the main stream in the U.S.. On the other hand, the heavy emphasis upon business oriented and pragmatism in hospitality and tourism is considered to be world trends including the U.S..
　　Based on the fact, the significance of marketing approach is proposed. And the reason highest priority should be place upon mission statement is examined. Then the significance and methodology of corporate mission are contemplated from the view point of competitive considerations such as the typology of leader, challenger, follower, and nicher. And both the importance of defining mission statement for leader and nicher companies and difficulty of that for challenger and follower companies are considered.
　　Then examples of U.S. firms are examined. That is: Starbucks, McDonald’s, Delta Airline, Southwest Airline, Ritz Carlton, and Disney. Those cases are discussed from the requirement of business definition social responsibility. Based on the overview of firms in the U.S., cases of leading firms in Japan, that is JTB, HIS, JAL, ANA, Teikoku Hotel, Hotel Okura Tokyo, Hotel New Otani, McDonald’s, Skylark are examined.
　　It was found out that corporate mission in Japan is now at the developing stage, and should be improved in the time of internationalization in today’s business environment. Considering its importance and urgency, issues of mission statement should be discussed more and more from the perspective of research and education in Hospitality even in Japan.},
 pages = {133--149},
 title = {観光ホスピタリティ研究教育への米国式アプローチ： マーケティングとミッション･ステートメント},
 volume = {24},
 year = {}
}