The Use of Marketing and Communication Tools for Hotel Sustainability

This report investigates the use of marketing and communication tools to promote sustainability within the hospitality industry, focusing on The Royal Duchy hotel as a case study. It begins with an introduction outlining research aims, objectives, and questions, followed by a literature review exploring marketing communication concepts, tools, and associated challenges. The report details the research methodology, which includes both primary and secondary research, with a questionnaire survey being a key component of data collection. Findings and interpretations from the data are presented, leading to conclusions, recommendations, and a reflective analysis of the research process. The study aims to determine the effectiveness of various marketing and communication strategies in enhancing sustainability efforts and attracting customers to the hotel.

The use of marketing
and communication
tools to promote
sustainability

Executive summary
In the below report is about the marketing and communication tools to promote
sustainability of the hotel. In the below report it covers introduction. In introduction, it consist of
research aim, research objectives and questions and rationale of choosing this topic. There is also
a use of literature review which is conducted for secondary research. Then there is a primary
research which is conducted through questionnaire survey. In addition, this report consist of
research methodology. Then at last it contains conclusion, recommendation and reflection.

Table of Contents
Executive summary .........................................................................................................................2
Project title ......................................................................................................................................5
Introduction .....................................................................................................................................5
Research rationale ...........................................................................................................................5
Scope of research ............................................................................................................................6
Research aim, objectives and questions ..........................................................................................6
Research aim ..............................................................................................................................6
Research objectives ....................................................................................................................6
Research questions .....................................................................................................................6
Literature review .............................................................................................................................6
Concept of marketing and communication tools .......................................................................6
Different types of communication and marketing tools to promote sustainability.....................7
Challenges faced by hotel while implementing communication and marketing tool.................8
Research methodology.....................................................................................................................9
Data interpretation and findings.....................................................................................................12
Conclusion.....................................................................................................................................22
Recommendation...........................................................................................................................22
Reflection ......................................................................................................................................23
REFERENCES..............................................................................................................................24
Appendix........................................................................................................................................25

Project title
“The use of marketing and communication tools to promote sustainability”.
Introduction
The aim of this research report is determining the use of marketing and communication
tools for promoting sustainability in hospitality sector. Marketing and communication tools is the
process of targeting customers through various tools and techniques. Marketing and
communication is the complex process by which various communication tools are integrated
together. Simply, because these tools and techniques bring various programmes to communicate
with target audience effectively (Arrigo, 2018). While promoting any product or services, hotel
needs to choose best communication tool to attract customers. There are several marketing and
communication tools which are being used by hotel in order attract customers and guests towards
their brand. These tools are advertising, sales promotion, publicly, email marketing, online
marketing and personal selling. These tools are more important for the hotel to perform because
this helps in interacting effectively with the customers and knowing their issues and challenges.
These issues and challenges are to be focused by business organisation and then work on
improving those issues of customers. Hotel should use these tools effectively and efficiently.
Research rationale
The rationale of choosing behind this topic is that investigator will be able to know about
the concept of marketing and communication tools hotel is using in order to promote
sustainability and attract customers towards their brand. By conducting this investigation, the
researcher will be able to enhance his knowledge and skills. His communication skills, decision
making skills and analytical skills can be improved. This will helps them in his near future while
searching for a job. The execution of choosing this topic is that it is very important for the any
organisation. Because marketing and communication tools is the tools which helps the
businesses in communicating effectively with the customers and targeting their potential
customers (.Biloslavo, Bagnoli, and Edgar, 2018). By conducting this research students will
enhance their personality and professional skills. Further, investigator is conducting secondary
research and primary research in this, so this will helps him in knowing in depth knowledge of
topic.

Scope of research
The scope of this research is that this will helps the investigator in his near future in
searching for a job. This project is beneficial for students to know about the new topic called
marketing and communication tools. Also, this will benefits investigator in searching for a new
books and journals.
Research aim, objectives and questions
Research aim
“To determine the use of marketing and communication tools for promoting
sustainability in hospitality organisation”. A case study on The Royal Duchy hotel.
Research objectives
 To determine the concept of marketing and communication tool.
 To examine the different types of communication and marketing tool to promote
sustainability of the hotel.
 To assess various challenges faced by hotel while implementing communication and
marketing tool.
Research questions
 What is the concept of marketing and communication tool?
 What are the different types of communication and marketing tool to promote
sustainability of the hotel?
 What are the various challenges that are being faced by hotel while implementing
communication and marketing tool.
Literature review
Concept of marketing and communication tools
According to the views of Central, 2021, As a marketer, there is a treasure trove of tools
that helps the organisation in generating awareness about the products and services (.Blanco-
Portela and et.al., 2017). There are several marketing communication tools used by the
organisations for generating awareness and supporting sales. There are various diversified
programs designed among the company for reaching the targeted customers easily. When

company does good marketing the there is realisation of suitable marketing campaigns. There is
need to decide best way for using marketing communication tool as it helps the company to
resonate goal attainment (What Are Marketing Communication Tools?, 2021). Advertising and
sales promotion – There is need for companies to advertise products and services efficiently. It is
essential to develop attractive and eye catchy advertisements as they will help in reaching
potential customers. Above the line media campaigns have the aim for managing the goal
attainment of company. Some of the different ways of above the line promotion include print
media, radio, cinema, TV, billboards, etc. Sales promotion is also used by the company as a
marketing tool. Discounts are provided under this to customers. Some of the companies also
provide coupons for attracting customers towards buying products and services of the company.
In addition, marketing and communication tools provides focusing on communicating
businesses with desired customers and market in general. Marketing communication can be in
any form. It can be in advertising, sales promotion and direct marketing and personal selling etc.
this helps the company and hotel in maintaining good contacts with customers and and guests at
the time they visit to their hotel or at the time they search for their hotel. Marketing channels
helps the hotel in allowing public to know and understand the brand effectively. This is a process
of with growing technology and techniques, the direct participation and customer is made. This
can be done by using ideas and creations in product development and brand promotion.
Different types of communication and marketing tools to promote sustainability.
According to the views of Suttle, 2021, marketing communication tools are those tools
which are used to promote a company or brand. Most of the hotels and brands used these tools to
develop their tools and techniques. There are various types of marketing and communication
tools. These are advertising, sales promotion, public relations, direct marketing and personal
selling etc. advertising is the first marketing tool which is used by hotel to attract customers. As
advertising is don though various platforms like magazines, radio, television and even internet
advertising (Communication Marketing Tools, 2021). The most effective way for company is to
use general formula called AIDA (attention, interest, design and action). Advertising is the most
prominent and widely used common communication tools in a marketing campaign. At sales
promotion, hotel issuing it effectively as they are using coupons and discounts which helps them
in attracting customers towards their brand. In The Royal Duchy hotel, they provide various

promotional strategies to attract customers. They provides offering and specials discounts at the
time of occasions and festivals. Another marketing and communication tools is social media. As
it allows a brand or hotel to engage with audience while also it provide information on its
products and services and values (Grover, Kar, and Ilavarasan, 2019).
Social media has become rapidly essential for business. Social media platforms like
twitter, Instagram and Facebook helps the businesses and customers to engage with themselves.
And by this businesses make updates of their offerings and discounts at their page. This results in
engaging of customers towards their products and services and their brand. Another tool which is
used by hotel to promote sustainability in business environment is Direct mail and catalog.
Managers of a Royal Duchy hotel provide necessary information to the customers through their
email. They provide information related to offers and discounts. Also, hotel take feedbacks from
customers after they visit to hotel. They ask about the experiences and then get feedbacks and
reviews. These methods and tools helps the hotel in promoting sustainability in the UK market
and results in increasing their customer satisfaction and reputation of a business.
Challenges faced by hotel while implementing communication and marketing tool
In the previous two topic, investigator has discussed about the various types of
marketings and communication tools and there importance. But if there is a use then there is also
a challenge for hotel while implementing marketing and communication tools. There are certain
challenges like management support and resources- as in this no matter if a organisation has
large revenue but there is always a needs of more resource and money. So to make use of
marketing and communication tools, there is a need of more money and resources. Another
challenge which is to be faced by The Royal Duchy hotel is that cross creativity- that determine
that there are various difference between the groups according to their creativity level (What Are
Marketing Communication Tools?, 2021). The other challenge of integrated marketing is unified
technologies that defined that appropriate technology is the important factor for every
organisation in the marketing. If respective organisation not adopt the adequate technology then
it can not survive in the current competitive environment. Before launch any marketing activity,
organization have to decide their target market and customers and divide them into some specific
segments. There are various marketing strategies and technologies are available in the market
that facilitate as well as enhance challenges for organisation. Strategies also the effective factor
that affects the communication as well as integrated marketing strategies of the organisation.

Effective and creative strategies are adopted by the organisation to communicate with potential
customers. These strategies are different for every organisation, chooses according organisation
type and structure. Another challenge is to collect data from customers. These data can be collect
through personal interview with customers and by questionnaire. Various information regarding
their expectation, preferences and needs are asked to customers. International issues also affect
the organisational communication and marketing strategies of organisation (Martin, and et.al.,
2019).
Research methodology
Research methodology is defined as the method or approach that is implemented by
particular researcher or investigator in the process of conducting the particular research.
Research methodology is very important part for the completion of the research work. Some of
steps of research methodology is discussed below:
Research philosophies: Research philosophy is the concept that is used by the researcher
in order to conduct it in most effective manner. Philosophy is the effective that facilitates the
investigator to understand the investigation of own. By the researcher various philosophies that
facilitates researcher to conduct research efficiently. These philosophies are interpretivism and
Positivism. Mostly Interpretivism research methodology is used by the researcher because help
to understand the data in clearly by interpretation and facilitates him to achieve all defined goals
and objectives.
Research approaches: There are two type of research approaches that are used by the
researcher in order to conduct research in defective manner. These approaches are inductive as
well as deductive. Inductive research is used by researcher that facilitates them to apply various
theories, models and observation and identify their affects on the research.
Research strategies: There are various research strategies are used by the researchers
like questionnaire, survey and interviews etc. these strategies facilitates the researcher to achieve
appropriate results of the research (Moore, 2021). In this research, researcher is using interview
methods and questionnaire survey to conduct this research because this helps him in getting
accurate results.
Research choice: In this respective project qualitative as well as quantitative research is
used by the researchers. In the quantitative research method, there are used of facts, figures and
numbers used by the researcher and in the qualitative research various literature review method

is used. Both methods help the researcher to understand data and relative information in order to
complete research efficiently.
Time horizon: In the time horizon various methods are used by the researchers such as
longitudinal as well as sectional method. For this specific research project, researcher used cross
sectional method of time horizon that facilitate them to conduct research for the lifetime or for
the long period of time. It will facilitates the researcher to conduct the research for the specific
time period.
Data collection: Effective and relative data is very important for the researcher to
conduct research in right direction efficiently. There are two methods such as primary and
secondary data collection. Researcher use primary data from conducting research for specific
problem (Morone, Falcone and Lopolito, 2019). This data is collected by the researcher first time
and it is highly reliable and accurate. Secondary data is collected by the various sources such as
books, journals, newspaper and library.
Sampling: sampling is the most effective and simple method to collect information from
the pool of informations. It provides the equal chanced for the all member to be chosen.
Sampling is related to the whole population. In this research project random sampling is used by
investigator because random sampling helps the investigator in giving equal chance of bring
selected in the sample.
Questionnaire
Q1. According to you, do you know about marketing and
communication tools?
Frequency
a. yes 25
b. no 5
Q2. Did Royal Duchy hotel is doing media advertising consistently with
excellence.
Frequency
a. satisfy 15
b. not satisfy 5

c. excellence 10
Q3. Do you think, marketing and communication tools helps the hotel
in promoting suitability?
Frequency
a. yes 20
b. no 8
c. can't say 2
Q4. What types of marketing and communication tools hotel is using? Frequency
a. Social analytical tools 10
b. Survey tools 12
c. Social listening tools 8
Q5. What do you think is the marketing tools are more important? Frequency
a. To engage customers with content 5
b. to make brand reputation 5
c. feedback quick and easy 5
d. all of the above 15
Q6. What are the various tools by which Royal Duchy hotel
communicate with its target audience?
Frequency
a. Trade shows 5
b. Direct mail 10
c. hotel brochure 10
d. online marketing 5
Q7. How would you judge the effectiveness of Royal Duchy hotel. Frequency
a. improving brand image 10
b. advertising and brand awareness 15
c. change in market share 5

Q8. What challenges are being faced by hotel while applying marketing
communication tools?
Frequency
a. rising customer expectation 5
b. managing market and operations 15
c. traditional marketing is ineffective 10
Q9. What recommendation are to be given to hotel in promoting their
sustainability.
Data interpretation and findings
Theme 1 concept of marketing and communication tools
Q1. According to you, do you know about marketing and
communication tools?
Frequency
a. yes 25
b. no 5
a. yes b. no
0
5
10
15
20
25
Column B

Interpretation
From the above graph, the survey is done among 30 respondents, so from 30% people,
25% of people know about the concept of marketing and communication tools. And rest others
of 5% did not know about the concept of marketing and communications tools.
Theme 2 media advertising consistently
Q2. Did Royal Duchy hotel is doing media advertising consistently with
excellence.
Frequency
a. satisfy 15
b. not satisfy 5
c. excellence 10