The use of marketing and communication tools to promote sustainability

Research project

ABSTRACT
In the hospitality sector, tourism is mainly relied on cultural and natural resources that
attract visitors and act as major driver of development of tourism economy. The aim of this
research is to determine the use of marketing and communication tools to promote sustainability
of hospitality industry during COVID- 19 pandemic. The literature review has been conducted
by consisting the different sources such as books, articles, internet sources and others.
Methodology plays a necessary role in providing the authentic methods and analysis about the
collection of information. There has been discussed about the different layers in research onion.
Deductive research approach and positivism research philosophy has been used because it
provides the authentic and specific information regarding sustainability in hospitality sector.
Primary method of data collection has been used to collect information. There has been
questionnaire developed to gather the fresh and new information about the use of marketing and
communication tools to promote sustainability of hospitality industry during COVID- 19
pandemic.

Table of Contents
ABSTRACT.....................................................................................................................................2
INTRODUCTION...........................................................................................................................1
Background of Research.........................................................................................................1
Problem statement..................................................................................................................1
Rationale of Research.............................................................................................................1
Research Aim.........................................................................................................................2
Research Objectives...............................................................................................................2
Research Questions................................................................................................................2
Literature review....................................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................5
MAIN BODY AND FINDINGS.....................................................................................................7
CONCLUSION..............................................................................................................................18
RECOMMENDATIONS...............................................................................................................18
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................20

TITLE: The use of marketing and communication tools to promote sustainability.
INTRODUCTION
Background of Research
In hospitality sector, sustainability has come longer way since arrival in- room suggestions
to save water and reuse towels. Hotels business are enhancing taking mature approach that
mostly incorporate the socially responsible practices and environmental policies. The
sustainability minded leaders in hospitality can improve the efficiency as well as attract in
developing the enhancing number of consumers. They are looking for the socially and
environmentally responsible services and products (Agyeiwaah, 2019). Premier Inn is British
hotel chain with more than 72000 rooms and 800 hotels. This mainly operates the hotels in many
locations consisting suburbs, city centres and also airports competing with like of Ibis and
Travelodge hotels. In the situation of COVID- 19, hotels face the many different issues such as
reducing sustainability. The main focus of Premier Inn hotel is enhancing the sustainability by
using different marketing and communication tools for an instance social media, email and
others. These all are helpful in improving the hospitality sustainability during COVID-19
situation.
Problem statement
COVID-19 is one of the main issue faced by hospitality sector. By COVID-19,
sustainability of this sector is mainly impacted. In the pandemic situation, there are different
complexities faced by the hospitality industry such as minimize sales, chose hotels, high
employee turnover rate and others. Finding the ways to overcome from issues helps in enhancing
sustainability within hospitality industry (Ahmad, 2016).
Rationale of Research
In situation of COVID-19, hospitality sector faces the issues about enhancing
sustainability. The rationale behind conducting the present research is to determine the use of
marketing and communication tools to promote sustainability of hospitality industry during
COVID- 19 pandemic. The present investigation is mainly conducted in personal and
professional context. In the personal context, concepts of learner about the sustainability in
hospitality sector can be improved (Ayanfulu and et. al., 2018). On the other hand, in the
professional context research skills and understanding about the use of marketing and

communication tools to promote sustainability can be improved. It provides the better knowledge
about knowledge about conducting the similar type of the research in future.
Research Aim
The aim of this research is “To determine the use of marketing and communication tools
to promote sustainability of hospitality industry during COVID- 19 pandemic. A study on
Premier Inn.”
Research Objectives
 To analyse the impact of COVID-19 on sustainability of hospitality sector.
 To determine the different marketing and communication tools can be used by Premier
Inn to promote sustainability during COVID-19 pandemic.
 To identify the challenges faced by Premier Inn during COVID-19 pandemic.
Research Questions
 What is the impact of Covid- 19 on sustainability of hospitality sector?
 What are the different marketing and communication tools that can be used by the
Premier Inn to promote sustainability during COVID- 19 pandemic?
 Describe the challenges faced by the Premier Inn during COVID- 19 pandemic?
Literature review
Impact of Covid- 19 on sustainability of hospitality sector
According to Gursory (2020), Due to the Covid-19 Situation as world economy has faces
high challenges and disaster implications in business as well as economy. Many businesses get
shut down due to not get productive returns and presence of economic slowdown. The major
impact on hospitality as because it creates high rate of implication which get to prevails more
strategic challenges which hospitality venture need to follows like social distancing and
lockdown. In situation of Premier Inn, their staff faces more conflicts in their jobs and other
employment resources that get need improve in effective manner. As Hospitality industry aim to
provide service and they have more customer interaction, due to Covid company like Premier
Inn which comes under 3-4-star hotel faces high term of sales in decrease that enhance layoffs,
resignation and not getting expected outcomes from customers. By generating strict polices
which need to follows to avoid the pandemic situation and the impacts are high rate of customer
dis engagement, decrease in sales, resources get wasted, staff attrition such as layoffs,

unemployment increased. As in financial situation the impact arises to extends cash flow forecast
for six months’ duration (Byrne and Abdul-Ghani, 2017). Hospitality business is extended to
profound where the impact that get generates sustainable changes that creates more information
collected. There are some restricted on home place ordered in which authorised that enhance to
decline where each capacity get to distancing in guidelines which domestic and international
level.
Different marketing and communication tools that can be used by the Premier Inn to
promote sustainability during COVID- 19 pandemic
According to Nesterenko (2020), as due to this rise in crises of COVID-19, various
marketing strategies of business firm has switched towards performing its respective activities to
quarantine mode. Major supported with minor changes has been made to operating hours, budget
allocation, customer communication as well as planning structures of the company. With regards
to chosen organisation i.e. Premier Inn, in order to promote its sustainability growth, the
management of the company should adopt to various trending marketing as well as
communication tools (Peters and Kallmuenzer, 2018). It will enhance operational activities of the
firm and will also help the firm to deal with its external factors that affects working of the
business firm to deliver its quality services to respective company’s customers. Various
communication and marketing tools that can be used by marketing department of the firm are as
follows:
Marketing tools
Online commerce: In this keeping in mind current pandemic situation of COVID-19,
respective hospitality sector can use online and digital means for marketing their services being
delivered by the company. The marketing department of the firm can take advantage of using
online means for marketing as it helps in cost cutting techniques for the business firm and will
also contributes towards capturing larger market customers using lesser time as a resource.
Advanced delivery and payment: Concerned higher authorities of the company can make
use of digital means of payment from respective customers of the hospitality industry. This will
help business firm to save up to valuable resource of the company and ensure their availablity for
future generations.
Communication tools