The Use of Marketing and Communication Tools to Promote Sustainability

First part (Proposal)
Student Name: ______________________ Student ID: ____________
Centre Name: _____________________
Tutor: ________________ Date: ___________________
Unit: ____________________
Proposed Title: The use of marketing and communication tools to promote sustainability
______________________________________________
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question, objective or
hypothesis)
Research aim: To identify the communication and marketing tools and their use in promoting of
sustainability within hospitality industry: A study on Whitbread PLC in Dunstable, United
Kingdom
Research Objectives:
 To develop basic understanding about the sustainability within hospitality industry.
 To determine the communication and marketing tools for promoting sustainability
Whitbread PLC within hospitality industry.
 To examine the challenges that would be faced by Whitbread PLC without having
sustainability within a hotel.
 To recommend different ways for overcoming challenges faced by Whitbread PLC
without having sustainability within a hotel.
Research questions
 What is the concept of sustainability in hospitality industry?
 What are the communication and marketing tools and their effectiveness in promoting of
sustainability in Whitbread PLC within hospitality industry?
 What are the major challenges that would be faced by Whitbread PLC without having
sustainability within a hotel?
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 What are the different ways for overcoming challenges faced by Whitbread PLC without
having sustainability within a hotel?
Section Two: Reasons for choosing this research project
Reasons for choosing the project (e.g links to other subjects you are studying, personal
interest, future plans, knowledge/skills you want to improve, why the topic is important):
Main rationale for choosing the project is to identify the effectiveness of communication and
marketing tools in promoting of sustainability within hospitality industry. My personal interest
regarding the choosing of this project is it will help me in increasing of my knowledge regarding
the sustainability and its significance within hospitality industry.
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective or hypothesis:
What is the concept of sustainability in hospitality industry?
According to Han and et. Al, (2019), hospitality industry is the industry that is growing at a very
faster rate. It is an example of running business for long term because of its sustainability.
Sustainability is one of the issues that hotels have to consider because they have pressure of
being socially, environmentally and economically responsible. Hotels use sustainable practices to
protect the environment and attract customers. Different strategies and tools are implemented to
become environmentally responsible. These strategies are related to requirements of health and
safety, regulations of building and planning, utilization of water generation, management of
waste and emissions release. Hotels make employees aware about the protection of environment
so that they can do their activities without wasting any resources that is important to
environment.
What are the communication and marketing tools and their effectiveness in promoting of
sustainability in Whitbread PLC within hospitality industry?
According to Alameeri and (2018), there are various tools that are used for promoting
sustainability in Whitbread PLC within hospitality industry. The hotel uses its website about its
campaigns for promoting environment. In this channel hotel information about the steps and
strategies for promoting local community for getting supplies. Employees have given
information through emails about the sustainable practices and strategies so that they could their
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without wasting required resources.
What are the major challenges that would be faced by Whitbread PLC without having
sustainability within a hotel?
According to Rosa and Silva (2017), the major challenges that would be faced by Whitbread
PLC without having sustainability within a hotel are decrease in customer base because
nowadays people are more attracted to those hotels that are protecting environment and are more
closed to nature. The another challenge is wastage of resources without having sustainability
hotels have to face wastage of scarce resources that means limited resources would not be
conserved. The another challenge would be decreased revenue as customers do not prefer hotel
because it is not sustainable then this ultimately put negative impact on revenue and profitability
level of hotel because the ultimate source of earning for hotels are their customers and tourists.
What are the different ways for overcoming challenges faced by Whitbread PLC without having
sustainability within a hotel?
According to Khatter and et. al, (2019), there are various ways for overcoming challenges faced
by Whitbread PLC without having sustainability. The first one is forming policies and strategies
to protect environment and limited useful resources. These policies are related to environment,
social and economic. The second one is educating employees about the importance of
sustainability so they do their work without wasting resources like water. Time to time training
sessions is given to workers so that they can guide guests and tourists to turning off lights when it
is not being used by them. The another one is adopting method of recycling so that products
could be recycled again rather than doing investments on buying new products.
REFERNCES
Books and Journals
Han and et. Al, 2019. Impact of hotels’ sustainability practices on guest attitudinal loyalty:
Application of loyalty chain stages theory. Journal of Hospitality Marketing &
Management. 28(8). pp.905-925.
Alameeri and 2018. Sustainable management practices in UAE hotels. International Journal of
Culture, Tourism and Hospitality Research.
Rosa, F.S.D. and Silva, L.C., 2017. Environmental sustainability in hotels, theoretical and
methodological contribution. Revista Brasileira de Pesquisa em Turismo. 11(1). pp.39-
60.
Khatter and et. al, 2019. Analysis of hotels’ environmentally sustainable policies and
practices. International Journal of Contemporary Hospitality Management.
Section Four: Activities and timescales
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Activities to be carried out during the research project (e.g research,
development and analysis of ideas, writing, data collection,
numerical analysis, tutor meetings, production of final outcome,
evaluation, writing the report):
Introduction
Aim and objectives
Literature review
Research Methodology
Data Collection
Data analysis
Conclusion and recommendations
Reflection
Submission of final report
How long this will
take:
1wk
1wk
4wks
2wks
5wk
3wks
2wks
1wk
1wk
Milestone one: ___Literature review ________
Target date (set by tutor): __20-03-2021__________________
Milestone two: ___Research methodology____________________
Target date (set by tutor): _____23-04-2021_________________
Gantt Chart: Gantt chart of the current study is mentioned as below:
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