HND Research Project: Sustainability in Tourism and Hospitality

This research project investigates the critical role of sustainability in the tourism and hospitality sectors, focusing on how organizations can achieve a competitive advantage. The study explores the concept of sustainability, examining various sustainable strategies adopted by businesses, specifically using Premier Inn as a case study. The project addresses key research questions, including the definition of sustainability within the hospitality sector, an evaluation of Premier Inn's sustainable practices, and an analysis of how sustainability contributes to a higher competitive advantage. The research employs a detailed methodology including literature review, quantitative research methods with questionnaires, and a deductive approach to analyze the data. The findings and interpretation of the data are presented, followed by a reflection on the research methods and alternative methodologies. The project concludes with recommendations for enhancing sustainability practices within the industry.

Research Project on Pearson-set
theme of Sustainability

Table of Contents
Project title: Sustainability in Tourism and Hospitality.............................................................3
Part 1..........................................................................................................................................3
Introduction............................................................................................................................3
Research problem...................................................................................................................3
Research rationale..................................................................................................................3
Aims.......................................................................................................................................4
Objectives:..............................................................................................................................4
Questions:...............................................................................................................................4
Research methodology...........................................................................................................4
Literature review....................................................................................................................7
Findings and interpretation..................................................................................................10
Part 2........................................................................................................................................22
Research outcomes...............................................................................................................22
Reflection on research methods...........................................................................................22
Alternative research methodologies.....................................................................................23
Conclusion and recommendation.........................................................................................23
References................................................................................................................................25
Appendix..................................................................................................................................27
Questionnaire.......................................................................................................................27

Project title: Sustainability in Tourism and Hospitality
Part 1
Introduction
The research aims to analyse the importance of sustainability in achievement of
competitive positions in hospitality organisation. Sustainability is discussed as the major
issue for the hospitality and tourism industry. So, it is important for every business to achieve
their sustainability in the market and among its competitors. There is a business of 3 types.
These are people, profits and planet. Hospitality organisation recognise the importance of
suitability in the organisation (Bask, and et.al., 2018). The hospitality industry is one of the
most important organisations for the company. Sustainability helps in cresting and maintain
conditions under in which human and nature comes into the harmony and could be able to
fulfil social, economic requirements and needs of current and future generations. In this
report the organisation which is taken is Premium Inn hotels which is the biggest British hotel
chain. It was funded in the year 1987 by Whitbread. It is operating various hotels in all over
the world that also includes city centres and airports etc. as this is one of the Travel inn
hotels. This report consist of research aims and objectives and questions also. Then it consists
of research rationale and literature review. Then there is a proper research methodology then
it includes data interpretation and findings and this results in getting accurate information.
Then a last there is a conclusion and recommendation and alternative methodology is used.
Research problem
The research problems are that which is described as some of the difficulties which
research face at the time of conducting this research and wants to get solution for this
research problem. The research problem which is faced by investigator is lack of financial
resources and lack of interest of people who are giving the survey. Some of the people are not
interested in giving this survey so this becomes problems. In context with hotel, this topic
becomes as most important issues that is why it is to be taken into consideration and that is
why this research is conducted. So, to identify the importance of sustainability in
achievement of competitive position in market is taken out by researcher.
Research rationale
The rationale of choosing this topic is that it helps in developing researcher skills and
knowledge about the given topic called sustainability in hotels and tourism sector
(CHAMIDAH, GUNTORO, and SULASTRI, 2020). One of the fundamental motivations to

direct this examination is to acquire information about the significance of maintainability in
fulfilment of serious situation inside the friendliness business. What's more, it helps scientist
to think about different manageable techniques selected by inns to advance its image
situating. There is most important for every business keep sustainable in the market in order
to develop their competencies and them requires which could help them in being productive
in the nature. It is most important for the company to develop their skills and knowledge
about people and helps in getting information future also. By conducting this research,
investigator will be able to enhance his personal and professional development (Chatzoglou,
and Chatzoudes, 2018). With personal reference, it improves investigator skills such as
communication skills, problem solving skills and time management skills and much more. In
addition, it also helps the investigator to conduct further studies consistently and correctly in
the future. Thanks to this, the researcher will be able to seize chances in this modest market.
Aims
"To analysis the importance of sustainability in achievement of competitive position in
hospitality sector organizations. A study on premier inn UK.”
Objectives:
 To analyse the basic concept of sustainability in hospitality sector
 To evaluate different sustainable strategies adopted by premier inn to enhance its
brand positioning.
 To determine importance of sustainability in achievement of higher competitive
advantage for Premiere inn.
Questions:
 What is the concept of sustainability in hospitality sector?
 What are the different sustainable strategies adopted by premier inn to enhance its
brand positioning?
 What is the importance of sustainability in achievement of higher competitive
advantage for Premiere inn?
Research methodology
Research methodology is the effective process which are useful for considering
different sector and make sure for addressing some major problem. With the help of this
research, some implementation are executive for the studies and make a proper research
methodology. Further, research methodology is the significant and effective manner which

are helpful for considering some major sources and make an effort which are considered to
align major efforts by the investigator to work and make some major analysis that must be
helpful for considering effective approaches and philosophies. Research methodology is
helpful for working in research project and make primary and secondary research outcome.
There are different sources and ways which are helpful for considering and completing
research in an authorized and ethical manner. With the help of research onion method,
different layer and its explanation are provided below which show which method is
conducted for completing research method and make some strategic information.
Research Philosophies: this is the set of different ways to conduct to make
advantages for make valuable in research for developing to achieve research object. With the
help of investigation to make activities for the growth of overall activities to for make a
significant approaches. It will be apart from make a major changes which are helpful for
gaining more sources and make appropriate approaches for the research outcome. There are
mainly two type of research philosophies, Interpretation and positivism approach (Brankov
and et.al., 2021). Interpretation approach are considered for the acknowledgment and related
to the overall development and growth within the study. For completing this research,
positivism philosophies are conducted and make in-depth information which are helpful for
considering different sources and make some major changes and growth. It will be related to
the overall growth and objective to the company.
Research Approaches: This is the second layer process which are helpful for make a
leading group of research with the help of different concept and ideas which provide a
support to enhance the knowledge. This can be stated which related to effective approach and
make different applicability’s for obtaining objective which are carried out by the source of
right approaches (Diener and Špaček, 2021). There are basically two main approaches;
deductive and inductive approach. In this research, deductive approach is conducted for
implementing right way of strategies and make effective sources which are helpful for
elaborate the knowledge of pre-existing study. Whereas, inductive approach are related to
work and make research to achieve new objective
Choice of method: there are different factors which are developing different stages
for essential and systematic approaches. In order to complete the research, some major
authenticate and reliable source of data are required to make a valid conclusion. There are
different form of method and application are used for getting more effective approaches.

Here, mainly two type of methods are used which are related to quantitative and qualitative
method of data collection. In the chosen study, quantitative research method are used for
gathering more information about the topic and make effective sources to complete the
desired outcome. This will be related to valid and reliable conclusion.
Research strategies: An investigator need to collect the source and make some major
changes which are helpful for completing aspect and achieve aim and objective. It can be
stated that research strategy are helpful for make and execute the plan and collect different
ways of method to complete the research (Haverkamp, 2021). The different strategies for
completing primary and secondary source of data are related to survey, research case studies,
action plan, questionnaire, interview and many more methods. For conducting this research,
research survey are used to make achieve research objective on timely methods. This could
be helpful for considering different sources and make some major changes.
Data collection method: On the basis of research strategies, some significant
research application and applicability’s are used to conduct the research. There are mainly
two main data collection method which include primary and secondary data method. Here,
both of the research method are used for getting some more effective manner and complete
the outcomes. Further, primary research is conducted with questionnaire method and
secondary is conducted on the basis of online books sources, journals and newspaper. This
will be helpful in choosing and considering side and make more effective approaches for
considering different sources.
Sampling method: This is the process which are helpful for completing method and
make a strategic analysis which are related to time line sources and make a systematic
approach and helpful in choosing size. There are mainly two type of sampling probability and
non-probability. The chosen number of group for sampling is 40 respondent and the
respondent are 18-40 years age group, customer of the hotel and who are the tourist.
Time horizon: This can be referred as per the different aspect of research method
which are related to timeline sources. Cross sectional and longitudinal time frame are the two
major sources which are used by many of the researchers (Kemp and et.al., 2021). Here, cross
sectional time horizon are used to covering dimension and make some effective sources for
having appropriated given period of time.
Research ethical: This must be related to the use of different tools and method are
going to be used within the research and make an appropriate source of data collection which

are helpful for make a research in more effective and appropriate manner. To work in an
ethical and effective manner are important for make a legal and social approaches to
complete the research on time.
Data analysis: This is the last step or layered for the research onion which show that
different virtual concept and make a strategic information which are allowed to make
effective investigation. Here, a comprehensive plan and their analysis are used to make a
research and complete the basic outcome for work and make a different forms (Völker,
2021). There are different ways and sources are used to considered research analysis and
make a systematic approach for considering effective outcome of primary and secondary
source of data. All of these are helpful for conducting research and make appropriate research
outcome for generating availability to work and make some strategic approaches for gaining
more knowledge and creativity in the research title.
Literature review
The literature review is clear as a secondary source of method, in which dissimilar
info and data already existing in the market are collected through sources such as particles,
magazines, books and online surveys (Horváth, and Szabó, 2018). Also, these bases are
essentially the work provided by professionals to help researchers gain knowledge about
research topics. The literature review is said to be an advantageous source for researchers to
obtain reliable and positive results. One of the key agendas of the literature review is to use
the opinions of diverse professionals to analyse the gaps in the research (Islam, and
et.al.,2018). In the context of current research, the main gap is determining the rank of
sustainability in gaining a competitive site in the hospitality industry. In order to fill the
research gaps, some research questions will be replied through a literature review, as shown
below:
Concept of sustainability in hospitality sector
According to the views of Hallstrom (2021), the sustainability of the hotel industry
must make great strides to make recommendations for the use or conservation of water in
rooms. Hotels and other hotel organizations are increasing or adopting mature methods to
incorporate social responsibility practices and good environment and spiritual environment
policies (Hotel Sustainability: Why Hotels Should Go Green, 2021). Sustainability or social
responsibility has been identified as a rapid approach by the public and private sectors, as
well as the hotel industry. In other words, sustainability refers to the natural ecosystem that

provides ongoing support and resources to meet future and contemporary needs.
Sustainability is also important in the hotel industry. Hotels need consumable and durable
electricity, water, and food because they generate various forms of electricity generation. In
addition, they focus on the use of sustainable technologies to obtain the green building label,
which also means meeting needs without compromising the relevant capabilities of the next
generation, and only meeting the organization's needs for natural resources. They focus on
satisfactory social and economic resources. Sustainability is very useful in the hotel industry,
providing different types of benefits to society and creating best practices over a period of
time. It is also useful for performing different types of activities correctly (Kumar, Aswin,
and Gupta, 2020). Therefore, analysing sustainability is useful for carrying out different
activities in an appropriate way. It helps to assist in the implementation of different practices
related to sustainability in an appropriate way, thereby helping to do various things in an
appropriate way. Therefore, the Premier Inn management team is focused on adopting
sustainable practices to provide a positive environment for its employees in the workplace. It
helps to keep staff longer period of time.
Different sustainable strategies adopted by premium in to enhance its brand position
From the views of Hard (2019), Sustainable system is a significant idea for
association as it was examination that it is only a progression of activities (Lins, Zotes, and
Caiado, 2021). According to this it was examination that it will make a business an incentive
for association. It refers to a tool that supports the transition to a maintainable company that
has formed an unsustainable company. This type of plan will find a way to support and
propel the organization towards the long-term success of the company (The Most Common
Eco-Friendly Hotel Initiatives, 2019). To formulate sustainable development strategies
effectively, companies must effectively know worldwide and local sustainable development
issues that can affect the development of the organization. Furthermore, for an effective
sustainable strategy, it is also important to clearly define a sustainable development vision.
According to the analysis, an organization's strategy will help attract investors to the
company because it will signify the company's capabilities and its marketplace placement in a
series of actions that successfully achieve business objectives over time. It is said that the
organization will adopt numerous sustainable development plans to help the organization
improve its brand placement in the market.

According to Vitez (2021), The first major strategy adopted by the selected company
is to invest more period and cash in exercise employees to understand the rank of
environmental sustainability, and to effectively share with them what measures the
organization will take to help preserve resources. Communicate with your employees and
provide numerous thoughts for reserve conservation. With the help of which company your
employees will come up with effective ideas to reduce your waste and recover your working
environment. This will have a good impact on the guests of the selected hotel and establish an
effective brand image in the minds of the customers. Another important sustainability
strategy adopted by Premier Inn is connected to water and electricity consumption (Migale,
Brent, and Stimie, 2019). In accordance with this strategy, companies will educate their
customers on saving water and electricity, and will involve their clients in dropping the waste
of these precious resources. According to the analysis, customers are now more willing to
choose environmentally friendly sustainable development companies, and by formulating
these strategies, the selected company will efficiently position its brand image in the minds of
customers, which will also help the company to earn long-term loyalty (What Are the
Different Types of Sustainability Strategies, 2021). By emerging sustainable policies and
procedures in your organization, you will be able to effectively position your brand. For
example, use glowing light bulbs and set commercial goals that reflect sustainable
development strategies. This means making it a priority in all aspects of the organization's
operations. All these efforts will promote the company's sustainable development efforts
(Saeed, and Kersten, 2019). According to analysis, the company's adoption of all these
sustainable development plans will entice more and more customers to your hotel, and will
effectively position the company's brand image in the minds of customers or the market.
Importance of sustainability in achievement of higher competitive advantage for premium inn
From the views of Shetty (2020), Hoteliers are said to have shifted their focus to the
importance of sustainability in the hotel industry because it is related to hotel growth and
process, economic and social impact, and environmental impact. Furthermore, sustainability
is one of the most important issues facing the hotel industry today (Sustainable Competitive
Advantage in the Hotel, 2020). The hospitality industry has factually been found to have had
a major impact through the consumption of water and energy, the generation of 4,500
dangerous waste, and the use of consumer and durable goods. Hotels consume lighting,
electricity and fuel needs. Waste is generated mainly by the disposal of batteries, light bulbs,
paper, electrical appliances, etc. Many hoteliers find that by incorporating natural elements

and focusing on green thinking, they can provide a better guest experience. With this help,
various organizations have gained various advantages. One of the benefits is cost savings:
according to the analysis, cost is always a determining factor and reducing operating costs
provides a convincing incentive for hotels. Many hotels now adopt different strategies to
reuse, recycle and reduce waste. Another advantage of Premier Inn is providing an effective
customer experience. Many of the hotels comprehend that asset in ecological technology will
have a positive impact on the guest experience, as guests today want to stay in hotels that
provide a "home away from home" feeling (Sakdiyakorn, Golubovskaya, and Solnet, 2021).
Adopting a sustainable strategy has obvious advantages for retentive and attracting talent.
According to the analysis, hotel brands have incorporated a certain degree of sustainability
stage into their product definitions. It can be said that having sustainable occupational
performs will guide the hotel to enhance and enhance its brand image, thereby transforming
the hotel's long-term profits.
According to Peskett (2021), Premier Inn managers should focus on developing an
effective sustainable strategy, as this helps to obtain financial incentives. According to the
analysis, the government has formulated various economic incentives to encourage the
development of environmental transformation (Five steps to get a sustainable competitive
advantage, 2021). All these benefits include discounts on insurance premiums, financial
subsidies, etc. According to the analysis, if an organization develops sustainably, it can attract
a large number of customers and cultivate a positive attitude towards the brand. Currently, the
preferences and requirements of customers have changed because they focus on consuming
environmentally friendly products. In addition to this, sustainability enables hotels to take
benefit of chances. For this reason, it is essential to formulate a personalized sustainable
development plan to meet the unique requirements of each hotel (Salim, Ab Rahman, and
Abd Wahab, 2019). If an effective sustainable strategy is adopted, the profitability of the
hotel will increase. Premier Inn has a plan to monitor energy use and provide general advice
and personalized sustainability to minimize risk and increase return on investment. All of
these will lead to gaining a competitive advantage in the market and achieving high quality
values in the hospitality industry.
Findings and interpretation
Questionnaire Frequency
Q.1 what is the meaning of sustainable development?
a) completing social responsibilities 20

b) make ethical decision 5
c) promote green environment 10
d) effective environment at workplace 5
Q.2 what are the major sustainable strategies are used to adopt different
concept which are adopted by premium Inn?
a) use local sustainable strategies 20
b) use effective working environment 5
c) ask to customer to give their reviews 15
Q.3 as per your views, is Hotel Inn are providing effective resources to use
sustainable management technique within their organisation?
a) yes 35
b) no 5
Q.4 Is the use of sustainable development technologies and adopting
techniques are helpful in providing high interest of competitive
environment?
a) Yes 30
b) No 8
c) may be 2
Q. 5 what are the major importance company use while working on
sustainable tourism?
a) Using natural elements 15
b) helping in reducing operating cost 10
c) best use of electronic technologies 10
d) any others 5
Q.6 Do the tourist enjoy the service of the Hotel inn and make them
satisfied with the condition?
a) Yes 25
b) No 5
c) May be 10
Q.7 Is the company face any type of challenges which are related to
company’s growth?
a) yes 35

b) no 5
Q.8 Is the use of sustainable technologies, which are related to effective
growth of the hotel industry and make some major reliable sources?
a) yes 32
b) No 8
Q.9 what are the most applicable attraction that have achieved through
tourism?
a) Eco-friendly approaches 25
b) Latest use of technologies 8
c) more innovative ways 5
d) any other 2
Q.10 do you want to suggest some suggestion for the hotel to use and
growth by sustainable and tourism sector?
Ans.