Use of Marketing and Communication Tools to Promote Sustainability: A Study on Jury's Inn

This report examines the use of marketing and communication tools to promote sustainability in the hospitality industry, with a specific focus on Jury's Inn. It explores the importance of marketing and communication, effective practices for promoting sustainability during COVID-19, and the challenges faced by Jury's Inn. Recommendations are provided for improving sustainability efforts.

An examination on use of marketing and
communication tools to promote
sustainability. A study on Jury's Inn.
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Executive Summary
Marketing and Communication play a crucial role in establishing better relationships with
customers. Now, these both areas have been combined together and termed as MarCom that is
an essential part of marketing of a company. The current report is about significance of
marketing and communication in the hospitality industry that is really crucial to improve
business performance as well as sustain at market place for longer duration. Managers are
required to make some necessary changes in their existing strategies of marketing and
communication in order to ensure long term sustainability.
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Table of Contents
INTRODUCTION...........................................................................................................................5
RESEARCH METHODOLOGY...................................................................................................10
Main Body and findings.................................................................................................................11
Recommendations.....................................................................................................................19
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21
Appendices.....................................................................................................................................22
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INTRODUCTION
Overview of the topic
The research covers the aim that explores the use of marketing and communication tools
to encourage the sustainability in hospitality industry to enhance the business performance in
pandemic COVID-19, sustainability has become vital for almost all firms in industries. It
becomes necessary to adopt strategies related to sustainability to remain competitive in the
market. So, sustainability is an approach considered by firms to work for better economy, society
and environment without harming natural resources. It has made on the prediction that these
strategies would help in developing growth of companies for a long term period. Organisations
has shown their commitments and dedication to take out activities sustainably as well as
providing transparency and considering issues related to materials (Grudzewski and et. Al,
2018).
Marketing is defined as different tasks that an organisation adopts to promote purchasing
and selling of goods and services. It includes activities like selling, advertising and delivering
commodities to customers or another firms. Marketing has some set of actions, that help firms to
maintain relationship with existing as well as potential customers. Basically marketing focuses
on delivering products or services on the basis of needs and requirements of customers (John and
De'Villiers, 2020).
Communication is a factor which is very important in organisation for effective and
efficient working. Because communication has a very large impact on doing various activities on
time. To provide customers good experience it is necessary to have coordination among various
departments of organisations like sales and production department. For maintaining performance
of employees there is strong requirement of managed and continuous communication.
Background of an organisation
Jurys Inn is a part of hotel group working in UK. It is a company founded by William
Jury in 1881. Its headquarters is located in Dublin, Ireland and has more than 38 hotels operating
in the UK which has over 7500 rooms. It works with over 4000 employees who are appointed to
serve guests and customers in an effective and efficient manner (Ivanova and Rahimi, 2016).
The number of locations it is operating are 43. Jury's Inn is selected to conduct current research
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because it is one of the hotels which comes under the hospitality industry and maintains
sustainability even in the tough situation like pandemic.
Research Aim and Objectives
Research Aim
To explore the usage of communication and marketing tools in encouraging the idea of
sustainability within hospitality industry in regards to improve business performance during
COVID-19 Pandemic.” A study on Jury's Inn
Research Objectives
 To determine the concepts of communication and marketing along with its importance in
the hospitality sector.
 To explore effective practices of communication and marketing for promoting
sustainability and its use while COVID-19.
 To examine the challenges in regards to communication and marketing will be faced
by Jury's Inn while promoting sustainability during COVID-19.
Research Questions
 What are the concepts of communication and marketing along with its importance in the
hospitality sector?
 What are the effective practices of communication and marketing for promoting
sustainability and its use while COVID-19?
 What are the challenges in regards to communication and marketing will be faced by
Jury's Inn while promoting sustainability during COVID-19?
Rationale of the research
The main cause to investigate this research is to know the usage of different marketing
and communication tools for promoting sustainability. This research would assist in
understanding the concept of communication and marketing in the sector of hospitality because
they are important for organisations to take towards success. It also explains different practices
of marketing and communication used by hospitality industry to promote sustainability during
the period of pandemic. The another reason to conduct research is it accommodates in finding
challenges faced by Jury's Inn related to communication and marketing while promoting
sustainability during COVID-19. The another reason for selecting this research is meeting two
perspectives: personal and professional. From the personal perspective it helps me in
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understanding the importance of sustainability in real life also that natural resources are
important. From the professional perspective it would help me in applying marketing and
communication tools to create sustainability in my working organisation that help me in
achieving success in professional career.
Overview of other chapters
This research involves various chapters that are vital for conducting research as it helps
researcher to conduct research. The first chapter has introduction in which the concept of
communication and marketing are defined. It also defines sustainability that holds its importance
in organisations because it assists them to grow and develop without harming the environment.
Sustainability makes companies to consider factors related to social, economic and environment.
This chapter only provides background of chosen company that is Jury's Inn, it is selected
because research is conducted on hospitality industry and Jury's Inn is one of the hotels operating
in UK. The next chapter has literature review which describes the selected objectives and their
impact on chosen company. The third chapter is research methodology in which methods like
research approach, research philosophy, data analysis, research choice, data collection are
explained used for collecting information of hospitality industry. Questionnaire is selected for
survey to know the views of employees working in Jury's Inn. The collected data are shown on
graphs and their proper interpretation is also done. After that conclusion is given for the whole
research and recommendation gives ways and measures through Jury's Inn can overcome
challenges that are faced by them.
LITERATURE REVIEW
Literature review refers to the identification and evaluation of the literature within a
certain field of study. It gives out the information that has been already published related to the
study and topic. With the assistance of this the reader gets ideas and information related to a
particular study and it also explains strengths and weakness related to that specific topic. It
involves all the objectives and issues that research is discussing. So, basically it gives
information by the assistance of books and journals.
The concept of communication and marketing along with its importance in the hospitality sector
According to Talathi (2021), communication is very necessary in hospitality sector
because it is the type of sector which involves so many people as workforce, guests and
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colleagues. Staff members should be eligible enough to communicate properly with their guests
because hotel industry is working to attract more and more number of customers. Hotels spend a
lot of funds in training sessions to their workforce so that they can communicate properly with
the guests. Having good and effective communication are not received by birth but it is an art
which is learned with the time. Communication is the method through which information is
transferred from one person to another and one place to another person. So it is advisable that
hospitality industry should always adopt training method to enhance the skills of communication.
Great communication skills improve experience of guests as it shows that guest is being listened,
their feedback and review are being valued. Great communication skills assist employees to
impress customers and guests which would help hotel industry to develop and grow more.
Communication is also necessary to convey properly with the other departments operating in
hotel. The importance of communication can be defining as: it improves the customer service, it
provides clear understanding of the information and instruction given by supervisors to their
subordinates, it helped in better understanding about the advanced technology adopted by
hospitality sector, improves confidence to reach more customers and guests, increases positive
attitude in the workplace and improves understanding among the heads of departments.
According to Wilson (2020), marketing refers to the strategy which helps in creating a
brand, attracting large number of new consumers and maintaining brand's loyalty. Hospitality
industry is also dependent on customer loyalty, brand's marketing managers involve themselves
in creating awareness for brand and organise campaigns that are interconnected. It involves both
the methods that are: digital and print which target potential guests with existing clients.
Marketing assists hospitality sector to stay ahead from the competitors available in the market. In
hospitality sector marketers sell services and attract right customers at right time. Hospitality
sector is made up of services that needs experiments constantly to create brand identification.
Marketers focus on developing recognition of brand so that guests could use services provided
by this sector again and again. The importance of marketing is: it creates awareness for the brand
to impress more customers which makes guests to visit hotels, it promotes hotels in the market
time to time which improves the revenue of the hospitality industry, it forms great relationship
with customers that is very important to keep the business working as it makes continuous
connection with the guests, arranging and organising right and effective campaigns attract
customers towards hotels that brings chances of more profitability for hospitality industry.
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The effective practices of communication and marketing for promoting sustainability and its use
while COVID-19
According to Bus Res (2020), hospitality industry is constantly focusing on the
importance of sustainability as it helps in the development and operations of hotel by fulfilling
economic, social and environment needs. The different practices of communication that
promotes sustainability are:
 Hospitality sector has started using website which gives all information about hotels
related to the products and services on these sites and it also helped at the time of
pandemic because people could easily access the information on these sites.
 Providing conclusion or summary in the digital customer social responsibility report or
by covers of books and so on. Sustainability is also communicated through creating a
theme which is memorable which would tie closely with hotel's main competencies. The
theme is selected by taking concern of the corporate culture.
Effective practices of marketing to promote sustainability in COVID 19 are:
 The best way is taking advantage of latest technology and techniques because these are
the methods through hotel sector communicated their sustainability among people during
COVID-19.
 The first one is social media, it is one of the best method. Posting pictures on Facebook
by tagging employees with the message about sustainability gain attention of a lot of
people. Linking online communication about sustainability to various platforms of social
media. Linking all the different platforms of social media saves time and clearly
communicate about sustainability with stakeholders and shareholders during COVID-19.
 The next practice is forming and execution of QR codes, it is a very innovative and
creative method because it is environmentally responsible method to give out message
and communication related to sustainability. It is made to operate in the mobile phones
which is easy to access and very convenient method during COVID-19.
 The another practice is online polls and surveys with rewards, these methods are very
effective to get great details and information for enhancing communications related to
sustainability during COVID-19.
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The challenges in regards to communication and marketing will be faced by Jury's Inn while
promoting sustainability during COVID-19
According to Katsadze & Milojevic (2020), sustainability plays an important role in
hospitality industry but many hotels fear taking actions related to sustainability, they think that
guests have to sacrifice their convenience and decrease the number of customers in hotels.
Challenges related to communication faced by Jury's Inn to promote sustainability during
COVID 19 are: Green washing is a way through which hotels communicate but it conveys the
information that is misleading. This method has reduced the number of customers during
COVID-19 because it has shared unsure claims related to marketing of sustainable techniques,
technologies and products. The other challenge is green hushing, it is a method used by hotels to
convey and communicate. But it did under communication related to the sustainability during
COVID-19, it happens when hotel sector believes that guests may get sustainable
communication as purely a strategy of marketing other than real practice of saving the
environment. Green hushing makes hotels to feel hesitate in presenting information websites or
any other method of marketing. This does not help in building customer relationship with
customers. Challenges related to marketing in promoting sustainability during COVID-19 by
Jury's Inn are: the biggest challenge for marketer is to connect more on sustainably and
environmentally. Promoting sustainability is difficult because people are changing their needs
and requirements continuously during the period of COVID-19, during the period of pandemic it
was difficult for the organisations to keep up with all the needs and requirements of customers.
The next challenge is that Jury's Inn faced is communicating wrong information related to the
sustainability which reduced the customers towards hotel during COVID -19, as people are
concentrating on visiting those hotels which provide sustainable location but when they are
unable to market sustainability. The next challenge is it has overestimated the advantages of
social media to promote sustainability which has failed miserably and it has also faced the
challenge of marketing sustainability with the stakeholders and shareholders which has reduced
the investment from shareholders.
RESEARCH METHODOLOGY
Research methodology is the process through which identification and analysis of details
and information about a particular topic is done. It assists reader to know the validity and
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reliability of particular study. It helps in collecting and analysing data through different methods
and approaches like research approach, choice and many more.
There are many methodologies present used for collecting and evaluating data. These
methodologies are important for conducting research as they assist in gathering data and
information related to the concept of communication and marketing in hospitality sector and
challenges faced by Jury's Inn while promoting sustainability during COVID-19.
Research approach:
This is the method which gives steps that help in converting assumptions that are wide in
nature in detailed ways for collecting and interpreting data. To conduct research in a effective
manner, it is necessary for researcher to choose right research approaches. There are two types of
methods: deductive and inductive. Inductive approach is dedicated to generating new theory
whereas deductive is concerned in testing old theory. For the accomplishment of current research
objectives, researcher has selected deductive approach because it supports the nature of
objectives and helps gathering data in a numerical style. The another reason is it gives the
explanation of relationship between variables and concepts. It would be convenient for the
researcher to take right decisions and analyse data properly.
Research Philosophy:
Research philosophy describes how information is collected, analysed and used.
Basically it deals with feature, development and sources of knowledge. It has two kinds:
positivism and interpritivism. Positivism research philosophy would be taken by researcher for
the current research because it is well organised method to analyse data in a very easy manner. It
helps in measuring data in a quantitative style and aims towards achieving the research
objectives in an effective manner. It is a method which is scientifically proven to provide
outcomes on subjective approaches. Moreover, it is a perfect method which assists in taking right
steps and actions on the basis of real situations.
Research choice:
Research choice is the type of data on which investigator wants to base their research so
they can achieve predefined objectives and goals. It is very important for researcher to continue
their investigation because it helps in attaining goals directly or indirectly. It has two types:
qualitative and quantitative. According to the requirement of current research quantitative
research choice is adopted because it accommodates gathering reliable and relevant information.
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It is based on statistics and numerical data connected to the selected topic. With the use of
quantitative research, researcher aims towards fulfilling objectives with relevant results. It is also
best in presenting data in a systematic and effective manner within the allocated time period.
(Jones and Comfort, 2020).
Data collection:
It is a strategy through which investigator collect, identify and confirmation of relevant
data related to the topic. It is important for the researcher to select right technique because
outcome is dependent on it. It has two kind of sources: primary data and secondary data.
According to the requirement of current research, researcher uses both type of methods that are
primary and secondary. In the primary data collection researcher is choosing 50 employees out
of their total workforce. For the secondary data collection, investigator uses every resource like
books, magazines and articles. They both are selected because they both help in collecting
accurate and relevant data. Primary data help in getting fresh information in effective manner
and secondary help in collecting data deeply related to the research topic. Questionnaire is used
because it is best as it does not take more time and collects data in a numerical way. It is an
effective source because it helps in collecting data in a very successful way (Miles and Shipway,
2020).
Data analysis:
It is the process which accommodates data in a very systematically way. It uses
frequency distribution analysis as it helps in gathering data in a qualitative manner in a very
limited period of time. It helps in aligning the data in a way through which goals and objectives
are achieved of the research.
Sampling:
Sampling is the method which helps in selecting small proportion of sample from the
large population. The selected small proportion becomes the representative of the whole
population. It has two types of techniques: probability and non probability. For conducting
present investigation, probability sampling is selected for that 50 employees from Jury's Inn are
selected as sample to collect data in order to fulfil the predefined goals. Employees are selected
because they are directly linked to the selected company and have deep and clear knowledge.
The main reason for selecting employees as respondents is they belong from different culture and
assist in analysing the effectiveness of data. (catalystFilimonau and Magklaropoulou, 2020).
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Time horizon:
Time horizon is defined as needed time required from researcher to do their activities in
effectively. Time horizon involves two types of approaches named as: cross-sectional and
longitudinal. By looking at the need of this research, cross sectional time horizon is selected by
the researcher because it helps in finishing work perfectly within the allotted time duration. It
accommodates researcher achieving collection and analysis of information in particular duration
of time. The most important reason behind selecting this method is finishing research tasks and
activities in an adequate time period without facing any issues.
Main Body and findings
Data interpretation and analysis
Theme) Are you aware with the concept of marketing and communication?
Question1)) Are you aware with the concept of marketing and
communication?
Frequency
aa Yes 42aa No 8
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Interpretation: With above chart, it is monitored that out of respondents 42 out of 50 are
well aware with the concept of marketing and communication that is crucial for betterment of
company. On another side, there are nearly 8 respondents who are not aware with this concept.
So, it is concluded that most of the people in overall work force of organization are well known
with the concept of marketing and communication.
Theme) According to your opinion does marketing and communication helps Jurr’y Inn to get
sustainability
Question 2) According to your opinion does marketing and communication
helps Jurr’y Inn to get sustainability?
Frequency
a) Yes 40
b) No 10
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Interpretation: It is stated that marketing and communication is a crucial activity that
play a great role in overall growth and success of organization. It helps to improve in overall
profit margin that is crucial to get long term sustainability for company. Above graph states that
there are 40 out of 50 people who are in favour that marketing and communication provides long
term sustainability to entity. Rest 10 respondents do not have consent with the same fact.
Theme) According to you, what are the challenges faced by managers of Jurr’y Inn to apply
effective marketing and communication practices at work place
Question3) According to you, what are the challenges faced by managers of
Jurr’y Inn to apply effective marketing and communication practices at work
place?
Frequency
a) Identify customers across channels 12
b) Maintaining consistent customer’s experience 15
c) Identifying new potential customers 23
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Interpretation: With above graph it is analyzed that as per 12 out of 50 respondents identifying
customers from different channels a great challenge for company. As per 15 respondents biggest
challenge is to maintain consistent better experience with customers. As per rest 23 individuals
biggest challenge for company is to identifying new and potential customers.
Theme) What strategies are adopted by Jurr’y In to maintain long term sustainability of
company at market place?
Question4)What strategies are adopted by Jurr’y In to maintain long term
sustainability of company at market place?
Frequency
a)Maintaining better relationship with customers 12
b) Adopting effective marketing and promotional techniques 18
c)Maintaining higher competitive advantage 20
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Interpretation: It is analyzed that 12 out of 50 individuals agreed that company is
adopting effective strategies to maintaining long term relationships with customers. Whereas
other as per other 18 people adoption of effective marketing strategies are the crucial strategy of
organization. On another side as per rest 20 respondents managing continuous competitive edge
is the adopted by company for long term sustainability.
Theme) In your opinion, Does appropriate marketing and communication techniques
contributes in profit of company
Question 5) In your opinion, Does appropriate marketing and communication
techniques contributes in profit of company?
Frequency
a) Agree 38
b) Disagree 12
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Interpretation: With above graph, it is monitored that as per 38 out of 50 respondent’s
effective marketing and communication strategies contribute in the overall profit of company. As
per rest 12 respondents, it does not have any connection with profitability of company.
Theme) What are the advantages received by Jurr’y Inn in terms of sustainability with its
marketing and communication techniques
Question6) What are the advantages received by Jurr’y Inn in terms of
sustainability with its marketing and communication techniques?
Frequency
a) Increase in overall profitability 15
b) Enhancement in goodwill 15
c) Improvement in market position. 20
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Interpretation: Here, ample of advantages received by company through appropriate
marketing and communication strategies. It is monitored that as per 15 out of 50 individuals, it
helps to increase in overall profitability of company. Another 15 people are agreed that these
strategies are helpful to enhance goodwill of organization at market place. As per rest 20
respondents effective marketing and communication approaches are helpful in terms of
improving existing market position of organization.
Theme) What do you think does performance of Jurr’y Inn during Covid 19 can be effectively
managed through marketing and communication strategies
Q7) What do you think does performance of Jurr’y Inn during Covid 19 can
be effectively managed through marketing and communication strategies?
Frequency
a) Yes 40
b) No 10
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Interpretation: As per above graph, it is monitored that marketing and communication
strategies really helpful in improving performance of entity in market. As per 40 out of 50
respondents, it is helping organization in managing its performance during Covid 19 in market.
As per rest 10 people, they are not agreed with the fact that these strategies give any contribution
in business performance of organization.
Findings:
With above analysis it is analyzed that nearly 85 % respondents are well aware with the
concept of marketing and communication that is crucial for betterment of business. In addition as
per most the individuals this concept is really helpful to improve profitability of company.
Further, there are ample of strategies are used by organization to maintain effective
communication with audience. Therefore, it is summarized through analysis that marketing and
communication strategy play a crucial role to maintain long term sustainability of company in
market place.
Recommendations
With above discussion, it is analyzed that Jurr’y Inn need to make some improvements in
their existing strategies. These recommendations are given as under:
Managers are required to adopt appropriate marketing and communication strategies in order
to sustain in market for longer duration.
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They are required to undertake effective market research in order to get necessary
information reading needs and requirements of customers so that they can provide them services
accordingly.
There are several changes have been introduced in existing strategies of organization during
Covid 19 so managers are required to undertake necessary changes in their services in order to
ensure long term sustainability in market.
REFLECTION
I have conducting this research so utilised various tool and techniques such as Gantt chart,
WBS in order to effectively attained organisation goal and objectives. It includes most of
research most as accomplishing within specific period of time so accordingly allocated proper
resources. I have brush up my skill as well as developing proper questionnaire in order to
analysing the outcomes and results. It includes effectively formulating strategies which refers to
increasing effectiveness of organisation. I have developing proper planning and then execution
of project in order to effectively find out the result. It is process which refers to collecting
information from various methodologies such as primary data, secondary, qualitative,
quantitative and many more. It considered as used various method and tool in order to effectively
attained organisation goal and objectives. I have proper estimation of cost, resources such as
stationary and many others in order to properly completing the projects. It considered as various
measures which are helpful for investigator in order to properly research. I have used primary
method and developing questionnaire in order to asking such questions for respondents. I have
learned the various tool and techniques in order to completing research within specific period of
time. It includes the research on the conducting such as marketing and communication tools used
effectively in order to promoting products and services. I have conducting research on this topic
because most of organisation using various platform in order to promoting products and services
such as what’s app, instream, twitter and many others. I have effectively applied various tool and
techniques due to attracting large numbers of customers. It is process which refers to most of
customer are connected with the social platforms such as face book and Instagram. I have used
various techniques in order to developing brand image in the mind of customers. Most of
organisation using various promoting tool in order to increasing customer base as well as satisfy
the needs and wants of customers. All this process is helpful for me in order to brush up my skill
and more learn about the marketing strategy and promotion tool as well as organisation used
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effectively. On that basis conducting proper research and it is beneficial for future which is
increasing profitability and productivity of company.
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CONCLUSION
From the above report, it has been including that organisation using various marketing and
communication strategy in order to promoting product and services. It includes organisation used
advanced technology and social platform such as what’s app, face book and Instagram and many
more. It is process which refers to conduction proper research in order to developing
questionnaire on the basis of specific topic and collecting information. There are ample numbers
of method are used such as primary, secondary and many others in order to developing result.
Most of organisations are using various tool and techniques in order to smoothly running
business operations.
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REFERENCES
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Appendices
Questionnaire
Q1) Are you aware with the concept of marketing and communication? Frequency
a) Yes 42
b) No 8
Q2) According to your opinion does marketing and communication helps Jurr’y
Inn to get sustainability?
Frequency
a) Yes 40
b) No 10
Q3) According to you, what are the challenges faced by managers of Jurr’u Inn
to apply effective marketing and communication practices at work place?
Frequency
a) Identify customers across channels 12
b) Maintaining consistent customer’s experience 15
c) Identifying new potential customers 23
Q4)What strategies are adopted by Jurr’y In to maintain long term sustainability
of company at market place?
Frequency
a)Maintaining better relationship with customers 12
b) Adopting effective marketing and promotional techniques 18
c)Maintaining higher competitive advantage 20
Q5)In your opinion , Does appropriate marketing and communication techniques
contributes in profit of company ?
Frequency
a) Agree 38
b)Disagree 12
Q6 What are the advantages received by Jurr’y Inn in terms of sustainability
with its marketing and communication techniques?
Frequency
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a) Increase in overall profitability 15
b) Enhancement in goodwill 15
c) Improvement in market position. 20
Q7 What do you think does performance of Jurr’y Inn during Covid 19 can be
effectively managed through marketing and communication strategies?
Frequency
a) Yes 40
b) No 10
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