This article presents an empirical study of lodging industry executives’ beliefs regarding strategic issues that they consider to be most important. The authors theorize that fundamental factors exist indicating certain commonalties regarding executives’mental models about strategic issues.The possible influence of an industry macroculture is investigated as a source of similarity of mental models among executives competing in the lodging industry, and hypotheses are developed and tested regarding the sources of the macroculture. The results of an exploratory factor analysis indicate that among 20 potential strategic issues rated by executives in the study, 3 fundamental strategic directions exist. Furthermore, the results of the study indicate that professional journals, associations, conferences, and previous employment may be sources of the macroculture. Implications for research and practice are presented.
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