Communication and Marketing Tools for Promoting Sustainability in Whitbread PLC

Research project
(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)

Table of Contents
ABSTRACT.....................................................................................................................................3
CHAPTER ONE: INTRODUCTION..............................................................................................4
Research rational....................................................................................................................4
Research questions.................................................................................................................4
Research aims and objectives.................................................................................................4
Significance of research.........................................................................................................5
CHAPTER TWO: LITERATURE REVIEW..................................................................................5
Introduction............................................................................................................................5
Main body...............................................................................................................................5
Conclusion..............................................................................................................................8
CHAPTER THREE: METHODOLOGY........................................................................................9
CHAPTER FOUR: FINDINGS.....................................................................................................11
Questionnaire........................................................................................................................11
Frequency distribution table.................................................................................................12
Interpretation........................................................................................................................13
CHAPTER FIVE: DISCUSSION..................................................................................................22
CHAPTER SIX: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................24
REFERENCES..............................................................................................................................25

ABSTRACT
The following research report is associated with gaining knowledge regarding concept
of sustainability and its usage within business. In current time sustainability is the major aspect
which leads the business to touch new market heights and deal with their competitors as well.
With the help of sustainability various dimensions can be covered within hospitality industry
such as economic, environment and social. So this research is providing such aspects to the
organisation so that they can put higher emphasis over gaining and promoting sustainability.

CHAPTER ONE: INTRODUCTION
Research rational
The major rational behind choosing this topic is to examine the effectiveness of
communication and marketing tools in order to promote sustainability in industry of hospitality.
This research will enable the researcher to develop understanding regarding marketing tools and
its positive implication over sustainability within hospitality industry (Ozturkoglu, Sari and
Saygili, 2019). Besides this researcher is having personal interest in choosing this topic which
could help them to develop their understanding related to sustainability so that this could be
helpful to deal with challenges in future job within hospitality industry. Besides this under the
current research various research methodologies are being used and this would be helpful for
researcher to conduct future researches in most appropriate manner.
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?
 What are the different ways for overcoming challenges faced by Whitbread PLC
without having sustainability within a hotel?
Research aims and objectives
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.
Significance of research
With the help of this research hospitality industries may understand regarding various
tools tactics that can be used by them for gaining sustainability. There are different tools of
marketing and communication which are utilised by hospitality industry and the same could
lead them to attain sustainability and this research is bridging gap between these two elements.
On the other hand this research is also explaining various challenges that are being faced by
hospitality industry while managing sustainability and the ways used for mitigating the same.
CHAPTER TWO: LITERATURE REVIEW
Introduction
Literature review is defined as such accumulation of various authors and their view
which are helpful for researcher to execute the current research topic in appropriate manner.
Literature review is associated with defining such opinions in which further researches can be
executed using these secondary data and proper conclusion can be drawn. In the context of
current research literature review is being elaborated as under:
Main body
What is the concept of sustainability in hospitality industry?
According to Hossain, Kannan and Raman Nair (2020), Sustainability becomes the key
part of the Society as it improves the quality of lives, preserves natural resources and protects
the ecosystem. In hospitality industry also sustainability matters most in respect of gaining
success in market. The Success of Organisation depends on cultural attraction and preserving
the natural resources as it attracts tourist to visit their Hotel. It is important for the hospitality

industry to adopt right sustainable strategies in order to improve the efficiency and attract large
number of customers that seeks Hotels which are socially and environmentally responsible
towards the Society. The Cultural and natural resources are the main elements that grab the
attention of tourists and it is also considered as a factor of growth and development in
Hospitality Industry. The hospitality organisation can keep their focus on some of the
sustainability practices in order to save the environment they can adopt using organic amenities,
conserving energy and reducing waste. The Company can provide training to their employees
that make them learn the ways through which they can reduce energy use. For example,
Organisation can install solar panels in order to save the energy. It is the responsibility of
Hospitality Industry to reduce the waste in their Firm; they can cut down food waste, adopt
food donation policies and install water efficient products to save the water. The Company must
also use organic products as they contain lighter carbon footprints and include natural
ingredients.