The Use of Marketing and Communication Tools to Promote Sustainability

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