Strategies for Ensuring Future Sustainability in Business and Tourism Industry: A Study on British Airways

This research paper aims to identify the strategies used by business and tourism industry of UK for ensuring future sustainability in an organisation, with a focus on British Airways. The paper examines the significance of sustainability, strategies for maintaining future sustainability, and advantages of future sustainability for British Airways.

TO IDENTIFY THE STRATEGIES USED BY BUSINESS AND
TOURISM INDUSTRY OF UK FOR ENSURING FUTURE
SUSTAINABILITY IN AN ORGANISATION
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Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
Background of the research.........................................................................................................3
Research aim................................................................................................................................3
Research objectives.....................................................................................................................3
Research problem........................................................................................................................3
Research questions.......................................................................................................................3
CHAPTER 2: METHODOLOGY...................................................................................................4
CHAPTER 3: LITERATURE REVIEW.........................................................................................6
Significance of having sustainability for British Airways...........................................................6
Strategies for maintaining future sustainability British Airways................................................6
Advantages of future sustainability for British Airways.............................................................6
CHAPTER 4: CARRYOUT YOUR RESEARCH USING SECONDARY DATA ONLY...........7
Significance of having sustainability for British Airways...........................................................7
Strategies for maintaining future sustainability British Airways................................................7
Advantages of future sustainability for British Airways.............................................................8
CHAPTER 5: CONCLUSION........................................................................................................9
REFERENCES..............................................................................................................................10
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CHAPTER 1: INTRODUCTION
Background of the research
Sustainability is an important part of the business success and growth because it attraction
larger number of customers within minimum time period. It is important for the business and
tourism industry to maintain sustainability within an organisation because it helps them in
attraction of larger number of customers as well as accomplishment of long term goals and
objectives within minimum time period (Farley and Smith, 2020). In aviation industry the major
significance of using sustainable measures is related with reducing emission and waste so that
communities can be built and responsible business can be created.
Research aim
Research aim: To determine the ways used by business and tourism industry of United
Kingdom for ensuring future sustainability in an organisation: A study on British Airways
Research objectives
 To determine the significance of having sustainability for British Airways
 To identify the strategies for maintaining future sustainability British Airways
 To examine the advantages of future sustainability for British Airways
Research problem
One of the main issues faced by business and tourism industry of United Kingdom is lack
of customer base. This issue has direct and negative impact on business on business performance
and growth of company (Robertson, 2021). In order to overcome this issue, sustainability is an
important part of the business success.
Research questions
 What are the significance of having sustainability for British Airways?
 What are the effective strategies for maintaining future sustainability British Airways?
 What are the advantages of future sustainability for British Airways?
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CHAPTER 2: METHODOLOGY
It is a systematic procedure of identify, analysing and interpreting the data. There is
various step involve in research methodology which are:
Research philosophy: They are of two types positivism and Interpretivism. In this
research Interpretivism will be selected to gather quantitative information, so that in-depth
knowledge can be acquired.
Research approach: Deductive and inductive are the two form of approach. As per the
investigation Inductive approach would be chosen to test theories (Heal, 2020).
Research strategy: Research strategy are of various kind that is survey, case study,
experimental, action research and many more. In current research systematic literature review
will be selected to gain more insight.
Research choice: They are divided into two kinds that is quantitative and qualitative. In
present research topic, examiner will be chosen Qualitative choice because data is not in the form
of numbers.
Time horizon: There are two-time framework to know the point of time in which
information is to be gathered (Purvis, Mao and Robinson, 2019). Cross sectional and longitudinal
are the type. In current investigation cross sectional time horizon is selected because information
need to be obtained at single point of time.
Data collection: Primary and secondary sources are the data collection tool. As per the
requirement secondary source of data collection will be chosen to collect various second hand
data.
Time horizon:
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CHAPTER 3: LITERATURE REVIEW
Significance of having sustainability for British Airways
According to Fischer and Riechers (2019), sustainability is the heart of aviation industry
as these measures are related with providing benefits to the industry and environment as well
(Salas‐Zapata and Ortiz‐Muñoz, 2019). With the help of adopting sustainability within the
industry greatest impact to the human kind can be provided and this would help in recognising
cost which is paid by the environment.
Strategies for maintaining future sustainability British Airways
According to Hermundsdottir and Aspelund (2021), there are various business strategies
that can be used by the business so that to regenerate business access and to provide prominence
into the market. The major strategy is related with using recyclable products within the business
so that future can be prevented by the organisation in appropriate manner. On the other hand, the
company is using sustainable fossil fuels so that emission of CO2 can be minimised and negative
impact over the environment can be prevented. The organisation is trying to improvise their
organisational processes by reducing the use of fuel by 4% so that techniques can be developed
by the organisation.
Advantages of future sustainability for British Airways
According to Giannetti, Sevegnani, Almeida and Liu (2019), sustainability is the major
aspect which is used by the businesses in order to manage business functions and to manage
operational aspects as well. With the help of managing sustainability within the organisation
natural resources can be preserved so that future generations may be benefited by such aspects.
Going green is not the only one practice which is included in sustainability and this will be
helpful for the organisation in keeping high end focus over the environment and long term
business survival as well. They consider Eco Demonstrator technique for improving
sustainability level in their operations and also enhancing safety as well as experience of the
passengers. By creating sustainable operations, this company focuses on improving the quality of
lives of people, also focuses on protecting ecosystems, preserving natural resources for
upcoming generations.
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CHAPTER 4: CARRYOUT YOUR RESEARCH USING SECONDARY
DATA ONLY
Significance of having sustainability for British Airways
As per the assembled data in literature review, it is understood that sustainability is directly
connected to a balanced environment. It is the procedure of development that fulfils the
requirements of the present. All these without affecting the ability of future generations for
satisfying their requirements. They take actions for reducing their environmental footprints by
creating integrating sustainability into all their regular operations (Scoones and et. al., 2020).
They consider Eco Demonstrator technique for improving sustainability level in their operations
and also enhancing safety as well as experience of the passengers. By creating sustainable
operations, this company focuses on improving the quality of lives of people, also focuses on
protecting ecosystems, preserving natural resources for upcoming generations. This helps
travellers as well as local communities (Kusi-Sarpong, Gupta and Sarkis, 2019). This is changing
the method of travelling. This is directly linked to forming positive impact over a country so that
travelling does not become harmful and more number of customers could attract towards the
company because they as well as organisation both are giving importance to sustainability.
Strategies for maintaining future sustainability British Airways
It is important for British Airways to maintain the future sustainability needs and adopt
the strategies for the same. Connecting with the needs is one of the strategy which includes the
conducting of the entire market researcher and scanning of the environment. This helps in
identifying the problems areas of sustainability so that measures can be found out. Repairing of
the social trust is an another strategy so that connection with the customer can be of long term.
Incorporating the diverse leading is also one of the strategy which helps in making the strategic
plans and implementing of it so that loyalty can be gained towards the brand (Martins and Pato,
2019). Setting up of the long term and holistic vision is also an another strategy which is highly
essential for recognizing the goals and targets of sustainability after the market research. Being
accountable and constant improvement is one of the strategy so that continuous improvement can
be made in the plans and in the entire project of sustainability methods adopted by the company.
Moreover, embracing the competitors as collaborators can help the organizations in its
maintaining its strategic sustainability (Elmqvist and et. al., 2019).
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Advantages of future sustainability for British Airways
Below mentioned are the several advantages of future sustainability for British Airways:
Contactless technology: It is the highly prominent hotel trends for 2022. they are offering
contactless check-in facilities to their guests which is highly influencing the sustainability of
organisation. Post pandemic situation leads to the increase in the technologies which may reduce
the contact among people (Taghikhah, Voinov and Shukla, 2019). It is the advantage for British
Airways which may result in the increase in future sustainability.
The journey to net zero will shape industry priorities: Recent change in the UN climate
result in the Glasgow declaration which launch the join of industry. The Glasgow Declaration on
Climate Action in Tourism reflects an industry-wide commitment towards halving emissions by
2030 and reaching Net Zero by 2050. travel organisation can connect and inspire with the travel
audience by creating the content which focus on the net zero initiatives (Escursell, Llorach-
Massana and Roncero, 2021).
The Aircrafts of the Future Will Fly Cleaner and Greener: It may result in the increase in
the air travelling across the world as it implements new technology and innovation to keep the
passengers informed and safe (Das and Bhattacharya, 2019).
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CHAPTER 5: CONCLUSION
It has been concluded from the above mentioned information that sustainability helped
business and tourism industry in attainment of long term goals and objectives successfully.
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