Analysis of strategic communication management for sustainability in the hospitality industry of the UK

This dissertation explores the significance of strategic communication management for sustainability within the hospitality industry of the UK. The study focuses on Marriott Hotel, London and examines effective communication strategies adopted by the hotel for communicating sustainability. The importance of sustainability for hospitality companies, benefits gained by Marriott Hotel by communicating sustainability, and the behavioural intention of customers while booking their hotels are also discussed. The study highlights the challenges faced by hotels in selecting the right method of communicating sustainability and provides recommendations for the same.

DISSERTATION
(Analysis of strategic communication
management for sustainability in the
hospitality industry of the UK)

Table of Contents
CHAPTER ONE: INTRODUCTION..............................................................................................3
1.1 Background of the topic.........................................................................................................3
1.2 Research Aim, Objectives and Questions..............................................................................4
1.3 Rationale of the study............................................................................................................4
1.4 Significance of the study.......................................................................................................5
1.5 Problem statement of the study..............................................................................................5
1.6 Background of the organisation.............................................................................................5
1.7 Structure of the study.............................................................................................................5
CHAPTER TWO: LITERATURE REVIEW..................................................................................7
2.1 What is the importance for hospitality company to communicate about sustainability?......7
2.2 What are effective communication strategies adopted by Marriott Hotel for communicating
sustainability?..............................................................................................................................9
2.3 What are the benefits gained by Marriott Hotel by communicating sustainability?...........11
CHAPTER THREE: RESEARCH METHODOLOGY................................................................15
CHAPTER FOUR: DATA ANALYSIS AND FINDINGS..........................................................18
Theme 1: Porter five force on hospitality industry:..................................................................18
Theme 2: Pestle analysis on hospitality industry:.....................................................................20
Theme 3: Triple Bottom Line (TBL) on hospitality industry:..................................................21
Theme 4: Carroll's pyramid model on hospitality industry:.....................................................22
CHAPTER 5- Discussion, conclusions and recommendations.....................................................23
5.1 Discussion............................................................................................................................24
5.2 Validations of research objectives.......................................................................................24
5.3 Conclusion...........................................................................................................................25
5.4 Recommendations................................................................................................................26
5.5 Limitations of the research..................................................................................................26
5.6 Scope of further research.....................................................................................................27
REFERENCES................................................................................................................................1

CHAPTER ONE: INTRODUCTION

1.1 Background of the topic
Sustainability is one of the pivotal issues for the hospitality industry's development. This
is the industry which attempts several ways for achieving this objective, effective
communication is one of the prevalent ones. There are many hospitality operators which refrain
from taking apt sustainable action (Cerchione and Bansal, 2020). In their view, sustainability
means that consumers require to sacrifice conveniences, which decreases the overall experience
of customers and also reduces their levels of satisfaction. There are many cases in which
customers raise complaints that hotels are focusing over saving their money by making
customers reuse the towels or refrain from having their rooms cleaned. This hinders hotels from
taking initiatives for sustainability. There are particular studies which show that this increases the
requirement of communicating sustainability to customers so that they can support the initiatives
taken by hospitality industry for maintaining sustainability in their business functions and
operations (Tiago and et. al., 2021). However, there are many tourists and travellers who
purposefully select hotels which are eco-friendly in nature. Thus, ineffective communication
between customers and hotel exists and impacts customer relationship management within
hospitality industry. The hospitality industry is consistently demonstrating their determination
and willingness for promoting sustainability. Hospitality industry has also adopted several
diversified methods for assisting their interaction with customers and communication is one of
the best ways. Communicating several sustainable practices through various channels have also
assisted hotels in their marketing procedure (Gil-Soto and et. al., 2019). This also hotels to stand
out in the presence of several number of competitors. Thus, communication is integrated in
customer relationship management for assisting hotels to realise the objective of sustainable
development. But, it is a challenging job for many hotels to effectively communicate and interact
a sustainable image and motivate customers of hotel to act sustainably. There are several
practitioners of the hotel who operate together carrying out effective communication strategies to
communicate sustainability in the business operations and functions (Sharma, Chen and Liu,
2020). Therefore, the present study aims at generating in-depth information about significance of
strategic communication management for sustainability within an organisation. This report also
includes the behavioural intention of the customers while booking their hotels and practices
adopted by them to remain sustainable.

1.2 Research Aim, Objectives and Questions
Research Aim
The aim of the present study is “To investigate the significance of strategic
communication management for sustainability within an organisation.” A study on Marriott
Hotel, London
Research Objectives
The objectives of the current study are:
 To evaluate the importance for hospitality company to communicate about sustainability
 To examine effective communication strategies adopted by Marriott Hotel for
communicating sustainability
 To discern the benefits gained by Marriott Hotel by communicating sustainability
Research Questions
The questions of the present research are:
 What is the importance for hospitality company to communicate about sustainability?
 What are effective communication strategies adopted by Marriott Hotel for
communicating sustainability?
 What are the benefits gained by Marriott Hotel by communicating sustainability?
1.3 Rationale of the study
The main motive of doing the current study is to highlight the requirement of
communicating sustainability by hotels to customers. It shows the strategic communication
management is essential for hospitality industry to for communicating sustainable practices and
strategies in a systematic manner (Kapoor, Balaji and Jiang, 2021). In the current time,
customers as well as hotels are aware about the significance of sustainability. So, this report
covers the various communication strategies to communicate sustainable practices to engage
with customers and retain them for long time. Researcher has also aimed at attaining two vital
objectives: personal and professional objectives. In terms of personal objective, researcher will
be learning about the significance of sustainability for protecting the society and environment.
On the other hand, in respect of professional perspective, investigator will be learning about the
several strategies of communication for communicating sustainable strategies.

1.4 Significance of the study
The present study holds great importance as it covers the most significant element within
hospitality industry i.e. sustainability. This shows that communication of sustainable measures is
also significant because it assists in engaging large number of customers and gaining trust of
other stakeholders towards the business (Krizanova and et. al., 2019). Other than this it also has
major significance for researchers, professionals, companies, students and so on. They can
depend upon this study for meeting their own objectives because it records accurate and reliable
information.
1.5 Problem statement of the study
The major problem identified in the current investigation is that hotels face issue in
selecting right method of communicating suitability (Preziosi and et. al., 2019). They generally
face issue in selecting right type of communication channel from the available several
communication channels. This becomes the barrier in communicating appropriately with
customers about sustainability and engaging them with the hotel.
1.6 Background of the organisation
The selected organisation for the existing study is Marriott hotel. Marriott hotel is one of
the brands which provides full-service hotels and resorts. The headquarters of the hotel is located
in Bethesda, Maryland, United States. The founder of the hotel is J. Willard Marriott and it is
founded in 1957.
1.7 Structure of the study
Introduction: The first section of the existing research is introduction which gives brief
about the selected topic. It also highlights the research aim, questions and objectives. This also
gives the purpose and rationale of the study.
Literature review: The other chapter covers the questions of the research and these are
addressed with the help of secondary sources. The secondary sources provide opinions and views
of several authors regarding the proposed research topic.
Research methodology: Another chapter is research methodology which provides
methods for accumulating information and analysing assembled data. Quantitative research
methods will be used by researcher.

Data analysis and findings: It is the chapter which makes discussion on the basis of
findings and systematic literature review (Gerdt, Wagner and Schewe, 2019). Questionnaire will
be formed and frequency distribution analysis will also be used by investigator to evaluate and
analyse numerable data.
Conclusion and recommendations: This chapter covers the summary of every chapters
and part of recommendations provides particular suggestions to the organisation.

CHAPTER TWO: LITERATURE REVIEW
Literature review provides a summary of previous research on a particular topic. The
different sources which are covered in literature review are journals, books, articles, government
reports, newspapers, websites, etc. This chapter mainly focuses on providing summary,
description and evaluation of each sources. Literature review is generally written as a part of
dissertation, thesis or research paper so that work can be situated in existing knowledge. A good
literature focuses on showing the sign of synthesis and knowledge about the chosen topic. The
goal of literature review is to inform the research topic and also identify the possible gap in the
scholarly literature for the further research. Thus, it provides an understanding about the existing
research to the specific topic and present that knowledge in the form of written report.
2.1 What is the importance for hospitality company to communicate about sustainability?
As per the opinion of Ozturkoglu, Sari and Saygili (2019), hospitality company can gain
various importance while communicating about the sustainability. Sustainability plays a vital
role within hospitality industry as it creates a positive influence on the experiences of customer.
Due to the number of travellers increases, the pressure on the environment also increases. Thus,
it is important for the hospitality companies and travellers to take the step in order to curb the
adverse effects of travelling on the environment. Hotels and travellers both are aware about the
fact that their activities have impact on the environment whether by utilising goods or producing.
In order to run the hotel in smooth manner, there is a requirement of water, electricity, goods and
many other factors which are consumable and durable. Hospitality industry generally creates
waste in the form of equipment, furniture, bulbs, appliances, tubes etc. In recent years, hotels are
focusing on implementing green technology and use the new green development projects. Hotels
are focusing on using alternative source of energy in order to produce energy such as solar, wind
an air. Through implementing unsustainable practices, hospitality company can stand out from
its competitors. When company go green it leads to higher customer satisfaction, better loyalty
and word of mouth marketing (Cerchione and Bansal, 2020). Sustainability within workplace
helps in saving money by reducing waste and spending. It also reduce the negative impact on the
environment by taking efforts to be green. The benefits which can be availed by the company
through implementing sustainable practices are attracting more and more customers, improving
brand image, minimising cost, improving employee retention and many others. By

communicating about the sustainability, hospitality company can increase their brand image and
profitability by attracting more and more customers towards the brand. It is being determined
that people prefer services of the brand that promotes sustainability and also implement
sustainable practices within workplace in order to reduce negative influence from the
environment. The implementation of sustainable practices helps in reducing the spending and
waste and also it gives public relation advantage over competing operations. The one of the
easiest way to adopt sustainable practices within business is to recycle and reuse. By recycling
and reusing, company can reduce the wastage and also conserve the resources like energy and
water. It is important for a hospitality industry to focus on providing training opportunities to
their staff so that they can learn to turn off lights and implement more sustainable practices in
order to improve brand image (Legrand and et. al., 2020). Thus, there are various initiatives
which are taken by the hotel in order to go green such as energy consumption, water
management and waste management. The use of sustainable practices helps in reducing energy
related cost by focusing on improvements. If hotel focuses on switching the energy efficient
lighting and adjust lightning level with the production schedule helps in reducing long term
electrical cost.
Sustainability in the hotel plays an important role as it helps in attracting new customers
and also boost the sale of business. Green and sustainable practices makes the brand more
marketable. People are more conscious about the environment and by making improvements
within workplace the reputation and brand image of company increases. When hotel adopt
sustainable practices it helps in attracting employees and investors. It helps in building corporate
image due to which more and more talented employees can be attracted towards the brand
(Amatulli, De Angelis and Stoppani, 2021). Company can also retain their employees by making
them feel proud to be the part of reputed company that cares for the environment. It also heps in
making employees feel that they can make difference and also contribute to society. Hotel must
show their property that believes in environmental protection. It helps in attracting more and
more talented staff with great calibre. There is a great role of leadership while implementing
sustainability such as establishing energy management programs, evaluating energy usage,
embracing renewable energy, educating employees and many others. The leaders of the hotel
must have clear understanding about the energy usage so that they can identify the areas of
improvements. Leaders can routinely evaluate the energy use and also seek out energy saving

practices in order to improve efficiency and cut cost. Sustainable practices also helps in
embracing renewable energy by reducing their business carbon footprint. Thus, there are few
emerging trends in hospitality industry related to sustainability such as eliminating single use
plastic, crating paperless environment, purchasing green cleaning environment, developing
recycling programs and sourcing from sustainable suppliers. The implementation of sustainable
practices helps in improving the productivity and performance of business due to which
company can attract more and more number of guest (Kim, Barber and Kim, 2019). The
implementation of sustainable practices helps in making business profitable as customers
generally get attracted with the brand that focuses on implementing sustainable practices and
reduce the negative influence from the environment.
2.2 What are effective communication strategies adopted by Marriott Hotel for communicating
sustainability?
As per the opinion of Amatulli, De Angelis and Stoppani (2021), sustainable is one of the
pivotal issues for the development of hospitality industry. This is the industry which adopts
several ways for achieving this objective and in this communication is one of the most
significant ones. The significant purpose behind communicating sustainability is for persuading
large number of customers. The efforts made by an organisation to communicate and convey
sustainability is known as sustainability performance signaling. There are several motivations
which have been found about the reasons organisations mainly focus over such types of
initiatives (Tölkes, 2018). It includes building credibility and reputation for the organisations,
executing performance assessment and benchmarking, and having standards for better
management. A commonly used method to communicate is to record what an organisation has
done in this regard. This has become one of the integrated parts of several organisations annual
report on corporate social responsibility.
With the assistance of advanced technology, websites have become one of the important
platforms for hospitality industry to convey and communicate about sustainability. There are
many conducted studies which have shown that one of the greatest mode is web-based
sustainability communication, with a difference in the degree of website usage among several
organisations. In addition to this, there are also several studies which show that there are also
other interactive modes which include e-mails and discussion forums. All these methods have
been adopted by the company to communicate about their sustainability practices and sustainable

efforts. There are many studies which have conducted for evaluating the performance of online
communication of several organisations through interviews and surveys. Sustainable
communication is one of the fundamental strategies for increasing competitiveness of hotels in
the market (Yacob and Peter, 2022). But, there are many issues in the implementation of
strategies. In the hospitality industry, the mentioned information channel, the website, merely
showcases data about services and products which are significant to a behavioural intention to
customers. The website of the hotel generally does not hold an apparent place for communicating
practices of hotel in relation to sustainability. Thus, the main source for customer's information
about sustainability in the hospitality increases from on-site observations and experience of
customers, involving reading from booklets of hotel, observation of the apt sustainable practices
of the hotel employees and sensing another eco-friendly signals posted by several hotels.
Greenwashing is a kind of communication commonly considered by hotels. It defines to
the usage of unconfirmed or misleading marketing claims in relation to sustainable services,
technologies and products used by hotels. Greenwashing has assisted in contributing to the
decrease in trust level of customers towards the hotel, as they are critical and sensitive while
receiving the misleading data provided by the hotel (Shen, Qian and Chen, 2020). Another major
issue identified in the communication of hospitality sustainability is greenhushing (Horng and et.
al., 2018). It refers to the under-communication about the sustainability of a hotel. This happens
when an hotel thinks that customers believe that sustainability communication by the hotel is one
of the marketing strategies and they do not perform anything real in regards to protecting the
environment. Therefore, the hotel selects to convey what it has done less often. Greenhushing
also forms hotels with sustainable certificates hesitate to showcase the data, either on the
websites or on any other platform of marketing.
Apparently, appropriate and effective communication of sustainable image of a hotel as a
significant method for improving customer relationship. It generally assists in boosting the
development of the whole hotel. But, it is the impact of communication and interaction goes in
one direction, the customers of the hotel generally believe the hotel or it may decrease what the
hotel has completed in relation to sustainability. Thus, this type of communication cannot
shoulder the role to improve customer relationship along with the sustainability objective of
hotels. There are many other methods and principles which help hotel to communicate about the
efforts of sustainability (Kim, Barber and Kim, 2019). Communication helps in fulfilling the role

of spreading apt information to the target people. This can assist the customer and business to be
more eco-friendly and more willing for practising sustainability at hotels as well as in the life.
Hence, a more successful customer relationship could be made simultaneously. With the highly
advancement in information technologies, especially the continuous utilisation of social media,
customer relationship management is majorly dependent over every technological methods and
tools. Therefore, a new term social customer relationship management is used for representing
the trend. It is referred as one of the greatest business strategies created in a trusted environment
for attracting customers to participate in active communication and interaction, in the hope of
attaining mutual benefits. In hospitality, several strategies, effects and patterns of social customer
relationship management have been determined. This is also known as one of the greatest
mediums for promoting the long-term survival of the whole hospitality industry.
As a hotel, it is their responsibility to always think about the methods to strengthen the
perceptions of the business. A time of crisis is called the perfect moment for standing out from
the competition. Social media is one of the secret weapons that has assisted hotels to
communicate with their existing and prospective customers. It is known as hotel's omnipresent
companion that keeps us connected to real world and it can be considered for communicating
with visitors and guests about the present, past and future. Hotel could consider several social
media platforms for functional procedures such as keeping visitors informed about the status of
their using sustainable practices (Tölkes, 2018). Hotels are the core value and they are constantly
communicating and connecting with guests and visitors considering various platforms. Guests
are very important and they get upset when hotel does not adopt any practice for communicating
about the sustainable practices and methods. The other method is communicating about
sustainability through providing and arranging employee training sessions. In these training
sessions, employee are provided with methods to communicate and interact with the customers
about the sustainability. Therefore, communication of sustainability plays significant role in
maintaining the brand reputation as well as goodwill in the market because it helps in engaging
large number of customers towards the hotel.
2.3 What are the benefits gained by Marriott Hotel by communicating sustainability?
As per the opinion of Linneberg and et. al., (2019), sustainability is the practice which is
quite popular as a business strategy. Hotels get great benefits when they adopt several strategies
of sustainability. However, only adoption of sustainability does not work but its communication

is necessary because it assists in informing associated parties. Sustainability communication
refers to the approach which helps in engaging customers as well as investors with the motive of
showcasing progress and success on their sustainability commitments. It is clearly understood to
have a positive on the value of shareholders when hotel showcases the way they drive value of
the business with the help of sustainability. Sustainability communication is one of the ways
which assists in engaging investors, employees or customers as the significant stakeholders and
aligns appropriately with the overall strategic objectives of the organisation as explained by the
sustainability action plan. Any action plan of the hotel must be able to explain the role performed
by communication in sustainable development. An appropriate sustainability communication
strategy is necessary for having the desired advantages both material and non-material. Strategy
of sustainability communication like any another strategy, has to commence with a information
driven understanding of the stakeholders and an audience. The apt mix of communication
channels could then accelerate the delivery of information. The strategy of sustainable
communication begins with an appropriate understanding of the audience. The people are
generally stakeholders which include: investors, employees and customers. Communicating
sustainability helps hotel to move towards success and development. It is being determined that
customers are more likely to be loyal and honest to an organisation that adopts sustainable
methods into their business (Achmad and Yulianah, 2022). Highlighting sustainability efforts of
the hotel and being transparent to the audience, can be profitable and favourable for the
company. By promoting green technology of a company or any environmental and social
initiatives, organisation could advantage by receiving positive public relation exposure and
linking with new target markets. In simpler language, with the effective communication of
sustainability, hotels focus over informing their customers about the practices they are adopting
to protect the society and the environment. Hotels are very well-aware about the fact that
nowadays customers have become more environment conscious and prefer only those hotels
which are adopting several strategies of sustainability (Camilleri, 2020). So, with the proper
communication of sustainability, hotels engages and attracts large number of customers towards
the business. So, with the help of social media channels, hotels get to know about the strategies
adopted by the other hotels to remain sustainable and to attract customers through adoption of
several communication channels. When hotel promotes their sustainable practices then they
highlight that they are worried about the environment and society and taking necessary steps for

mitigating the negative impact on environment and protection of the environment along with the
society. With the help of sustainable communication, hotels make sure that they constantly put
efforts and research on methods for maintaining sustainability in their business operations and
functions. Thus, communication of sustainability is vital because it is linked with the success and
development of the hotel.
As per the opinion of Gurmani and et. al., (2021), there are various benefits which can be
availed by the hotel by communicating sustainability. The use of sustainable practices within
hospitality industry helps in creating a positive impact on the environment due to which the
profitability and performance of business can be increased. The few benefits which can be
availed by Marriott hotel by communicating sustainability are as follows:
Attracting new customers:
Attracting new customers is one of the benefit which can be gained by the hospitality
company while adopting sustainable practices within workplace. When hotel adopts green and
sustainable practices it helps in making company more marketable. Consumers generally get
attracted with the brand that offers high quality of services and also make improvements within
business. Sustainable hotel practices helps in gaining more customers and also promote the
brand. If brand have eco-friendly ideas they can promote them on the hotel's website, social
media and other funneling channels. By communicating the sustainability, company can attract
new customers by serving organic and inorganic foods, introducing botanical gardens, use of
compostable napkins and many other practices. There are various strategies through which
company can engage customers in green initiatives such as using social media to talk abut green,
inspiring customer to go beyond and many others. Thus, customer can also be attracted by
encouraging them to go green by promoting the consumer value of green products, make green
normal, leveraging mainstream social media influencers.
Boost workforce morale and innovation:
Boost workforce morale and innovation is another benefit which can be availed by the
hotel while communicating about the sustainable practices. The implementation of sustainable
practices helps in boosting the morale of employees so that they can work with the hotel for long
run and also give their productive outcomes in making business profitable. When staff work
together for identifying and implementing the green and sustainable initiatives it helps in
fostering the culture of teamwork and continuos improvements (Arora and Sharma, 2020). If

employees are engaged they work harder and also have a sense of pride in their organisation. By
communicating the importance of changes internally and the influence on the enthronement
brings positive influence on the corporate culture. Sustainability can also bring innovation within
workplace by encouraging staff to give their productive output and work creatively.

CHAPTER THREE: RESEARCH METHODOLOGY
It is the significant section in an investigation which identifies and determines the kind of
information considered to carry the study in an effective and efficient manner. It is one of the
systematic procedures which assists in collecting, interpreting and evaluating data in a right
manner. This is the section which helps investigator in obtaining answer to all the right
questions. It includes which method is used to gather data and which technique and tool
considered for the analysis of information. The readers of the study mainly focus over the
reliability and validity of the study (Mohajan, 2020). The major motive of collecting the
information is attaining the aim and objectives in a valuable manner. The major purpose of
gathering relevant information is to make the whole study more accurate and authentic. It assists
in crucially examining the whole study in an effective and efficient way. Furthermore, this
section is mainly divided in all the stages which are considered in the present investigation. This
study has also taken help of Saunders research onion framework with the motive of collecting
right piece of information in a systematic manner. This framework gives the layers which are
necessary to collect and evaluate data in the short period of time.
Research Philosophy: The foremost layer of the Saunders research onion framework is
research philosophy and it directly assists in dealing with the development, nature and source of
the knowledge and skills. In simpler language, the philosophy provides certain set of beliefs and
principles for the collection and evaluation of information. Information is assembled with the
motive of using the given information in determining to the social world. The philosophy is
majorly classified in the three forms which include: positivism, interpretivism and realism.
Investigator has selected positivism philosophy as it directly assists in the evaluation and
interpretation of information which has numerical values and terms (Basias and Pollalis, 2018).
So, with the major purpose of current investigation, positivism philosophy is more appropriate
because it assists in finding the relevancy and authenticity of the data which is available
quantitative form. This method uses patterns and trend which assist in the maintaining the
relevancy of the study by including accurate and valid numerical piece of information.
Research Approach: The second significant layer of the research methodology is
research approach. It is the method which gives general plan for the research to conduct the
study in a systematic manner. The approach is considered by researcher for addressing the
identified problem of the investigation in an efficient and effective way. The relevance of

theories mainly depend on the layer of research approach. There are two major distinctive
approaches which include: inductive and deductive approach. In the current study, investigator
has used deductive approach because it helps in resolving the identified problem and finding
relationship of variable and independent variable through already existing or published theory.
According to the need of fulfilling the current study's requirement, investigator is choosing
deductive approach and it is directly linked with the identifying problem which includes
numerical piece of information (Mehrad and Zangeneh, 2019). The main motive of depending
upon the deductive approach is that it assists in the addressing the research problem in a
systematic and precise way. The major benefit experienced by the investigator is that it saves
precious time of the researcher and identifies the relevancy of assembled numerical piece of
information. Thus, the greatest benefit with the assistance of deductive approach is that it makes
conclusion and outcome which can be easily measured and compared.
Research Strategy: It is the method which helps in the giving step-by-step stage for
gathering information directly from the chosen number of respondents. It holds the position of
third layer in the Saunders research onion framework and gives the necessary direction to the
researcher regarding the completion of proposed investigation. It gives the researcher with the
essential ideas and thoughts to complete the investigation and also assists researcher to assemble
high quality information which has quantitative piece of information in a systematic way. There
are various kinds of research strategies which include: action research, case study, systematic
literature review, focused group, survey, archival research and so on. In the present investigation,
investigator has majorly dependent over case study and survey strategy to collect needed and
required piece of information (Kurten and et. al., 2022). With the help of survey strategy,
researcher has taken out raw and numerical piece of information. It is the strategy which assists
in extracting values and terms which can be measured and compared. Comparable information is
taken out through survey because it includes respondents who give their views and then these
views are measured as whole. Under survey, investigator has formed instrument called
questionnaire and this helps in carrying out comparable outcome. On the other hand, the other
significant strategy in the present study is case study. Case study helps in getting effective
solution to the real-life issue generally faced by an company, economy or institutions. It helps in
the collection of accurate and relevant piece of information.

Research Design: It is the method which assists in the collection, analysis, evaluation
and examination of information. It is categorised in several forms which involve: exploratory
research design, experimental research designs, descriptive research design etc. Investigator has
selected descriptive research design because it helps in the collecting and analysing numerical
piece of information (Patterson, 2019). Thus, it is more suitable for meeting the objectives of the
study with the assistance of quantitative piece of information.
Research Choice: It is the method which helps in choosing apt information for meeting
the objectives the existing investigation. It helps in collecting and analysing the kind of
information which is necessary for meeting the research aim and objectives. It is of three vital
kinds which include: mono method, mixed method and multi-mixed method. Researcher has
selected mono method because it gives two important sub-kinds which are: qualitative and
quantitative research choice (Bauer and Scheim, 2019). In the current investigation, investigator
has used quantitative research choice as it assists in the collection numerable piece of
information in the short duration of time. The major advantage gained by the researcher through
quantitative choice is that it makes the whole study more relevant, accurate and authentic. It
collects the data which has numerical figures, facts and values.
Data Collection Methods: It is the process to collect and measure data about the variable
and independent variable of the study. Information is collected with the motive of establishing
and highlighting the relationship between variables. There are two important kinds of data
collection which include: primary and secondary data collection method. Researcher has used
both the methods of data collection from the different sources with the motive of attaining
objectives. In respect of primary method of data collection, researcher has collected raw
information about the chosen research topic. It gives the flexibility and convenience to collect
right kind of information so that study can be completed in a systematic way. With the assistance
of primary method, real and updated information is gathered to meet the aim and objectives of
the study (Dźwigoł and Dźwigoł-Barosz, 2018). There are many primary sources which include:
personal interview, observation, survey and so on. The current study focus on secondary data
collection method which is also considered by researcher because it assists in carrying out data
which has already taken out for different motives and purposes. It save researcher's time because
it is already available on several platforms and easier for investigator to approach all the

platforms. Some of the secondary sources contain journals, newspapers, articles, publications,
magazines, books and so on.
Ethics: Ethics are the principles which are very important because it makes the study
more authentic and accurate. Some of the significant ethical principles followed by researcher in
the current study are: informed consent, not harming respondents, avoiding deceptive practices
and so on.
Limitations of the research: Conducting a study is not an easy task because it includes
certain activities and tasks (Hamal and Sapkota, 2020). It includes certain limitations which
include lack of reliable and accurate sources, shortage of funds, biasness of respondents, lack of
time and so on.
CHAPTER FOUR: DATA ANALYSIS AND FINDINGS
Theme 1: Porter five force on hospitality industry:
Porter five force:
Rivalry: Rivalry simply means competition in the market, every industry have industry ruler
ready to provide neck to neck competition to different brands. Hospitality industry of the UK is
full of rivalry because this industry is rapidly growing and attracting competition, Marriott Hotel
face tough competition in hospitality sector because already established brands provide
competition (Bruijl and Gerard., 2018). Rivals are taking sustainable measure to attract consumer
towards them, in hospitality industry, sustainability is current trend. Consumer are considering
those brands who carry sustainability measure with high quality of service, for example: Hilton
installed waste prevention system to ensure consumer select Hilton over other brands.
New entry: New entry means new competition, these new competition have sufficient budget
and resource capabilities to become competitive in the market. Hospitality industry is rapidly
growing, this industry attract new entry to start business operation impacting already established
brand. Marriott Hotel face competition from new entry who have sustainable business structure,
these new entry follow the strategies of brands and become competitive in the target market. For
example; Uber is planning to enter other segment of hospitality industry, this company current
dealing in hospitality travel service which allow guest or traveller to visit attraction in the city.
Power of supplier: Supplier carry certain power in the market, they influence growth of the firm
and impact their performance. In hospitality industry, supplier does carry certain power. There
are different segments in supplier list, hospitality industry demand supplier to provide quality

product including room amenities, food and beverage products and other requirements. Marriott
Hotel face challenges from supplier who increase price of product impact pricing of hotel room
(Perera, 2020). For example; a supplier increase price of raw material including food and
beverage, then Marriott Hotel, might need to face challenges, the impact of supplier on
hospitality industry is limited.
Power of consumer: Consumer carry certain power in the market, they influence business
operation and performance the most. In hospitality industry, consumer does carry certain power
which influence every brand. Marriott Hotel know the power of consumer, bargaining power
impact pricing strategy of Marriott Hotel and impact their performance. With current trend of
sustainability, consumer are demanding reduction is price to ensure their travel become great,
Marriott Hotel and other brand need to consider this power to mitigate failure risk in the target
market. Current trends and measure have promoted sustainability in the hospitality industry,
sustainability and other trend provided power to consumer.
Threat of substitute: This is one of the most common but important factor in the market in
which company face threat of substitute or product getting copied by the competitors. In
hospitality industry, competitors does copy style and service of other brand (Madsen and
Grønseth, 2022). For example; Marriott Hotel have take sustainability measure to manage
recycling of waste, this brand has installed filtration plant in their hotel to ensure waste is been
filtered and provide clear water to the hotel, this sustainable measure was copied by Hilton group
in which they included filtration in every hotel in the UK.
Theme 2: Pestle analysis on hospitality industry:
Pestle analysis:
Political factor: Political factor means involvement of government in the business operation,
political decision does impact whole industry. In hospitality industry, political decision of the
UK government influence whole industry (Perera, 2017). For example; the decision to leave EU
(Brexit) impacted every industry including hospitality sector, brands like Marriott Hotel face
trade restriction dealing in EU nation and faced difficulties in international trade. Whereas,
COVID-19 measures of government impacted hospitality industry the most, the recovery is quite
low as compared to other industry. COVID-19 measure including restriction on travel and
tourism impacted hospitality industry, introduction of lock down was critical for every brand.

Economical factor: This is one of the most common but important factor in the business world,
economy decide growth of business. In hospitality industry, economical factor influence growth
and development of every sector. For example; after COVID-19 impact, the economy of UK
become unstable increasing high inflation rate promoting price of raw material. Marriott Hotel
and other brands unable to increase price of the service or accommodation because spending
capacity of consumer was law. The income distribution of consumer was unstructured during
COVID-19 era which means consumer was not ready to spend amount of their wealth on travel
and tourism.
Social factor: Social factor means consumer factor, this impact business in certain manner. In
hospitality industry, consumer behaviour and their attitude does matter. For example; after
COVID-19 impact, spending capacity of consumer become low and behaviour towards tours and
travel was affected. Social factor may include perceptions of consumer, these perceptions was
changed after sustainability measures taken by the hospitality industry, many consumers have
boycotted sustainability measure as this impact their luxury travel in the process (Christodoulou
and Cullinane, 2019). Marriott Hotel know the importance of social factor, they have effective
marketing measure to manage social factor and its influence over the business.
Technological factor: This is one of the most important factor influenced whole industry,
technology change according to the industry development. In hospitality industry, technological
advancement does play vital role, Marriott Hotel have advancement in technology, this company
have taken sustainable measure to manage business operation with the help of technology in the
process. Marriott Hotel focused on technological advancement allowing consumer select this
brand over others, inclusion of AI and advance Machine learning promoted technology in the
hospitality industry. Current trend of sustainability demand business to have technological
advancement which is adopted by whole hospitality industry for betterment.
Legal factor: Legal factor means government and legislation in which company need to legally
deal in the business environment, it is very clear that every country have their own legislation
which means international brand have to follow these legislations to manage their business
operation. Legal factor may include sustainability measure implemented by the UK government
to the business organization, this impact firm's performance and impact their stability in the
market. UK's government have goal of zero carbon economy which is possible when every

industry including hospitality industry take measure to bring betterment in the market impact
business organization as well.
Environmental factor: This is another important factor which impact business in every
industry. In hospitality industry, environmental factor involve those sustainable measures and
practice which allow business to manage their reputation in society. Marriott Hotel being
practising environmental protection and sustainability measures to bring betterment in the
society, this hotel brand have installed solar panel to generate clear energy whereas Marriott
Hotel have included wastes management system to ensure sustainability is promoted in the
hospitality industry (Alanzi, 2018). Environmental factor may include CSR allow company to
become reputed in the market, current trend of sustainability allow business to ensure growth.
Theme 3: Triple Bottom Line (TBL) on hospitality industry:
Triple Bottom Line (TBL):
This is one of the most common but important model consider by business to ensure
betterment of planet, people and company's profit, this model help company to become ethical
and fair in the society, there are certain elements in triple bottom line model, these are:
Profit: Profit simply means revenue generated by the company with deals and operation in the
market, in the context of triple bottom line model, profit is highlighted in the terms of fair and
ethical income of the company (Arowoshegbe, Emmanuel and Gina, 2016). In hospitality
industry, businesses should generate profit on the basis of ethical and accountable manner which
means profit generation should be fair enough to bring betterment in the society. To maintain
sustainability, Marriott Hotel practice fair profit generation measure to avoid any kind of
unethical practice, this brand is well-known for best financial plan including CSR budget which
develop people and economy.
People: People simply means every individual who is connected with the company including
employee, stakeholder, vendor and supplier and most importantly customer which purchase
product and service. In the context of triple bottom line model, people play vital role in keeping
business on sustainability track, firm practice sustainable measure to manage requirement of
people. In hospitality industry, people are prioritize because this industry focus on service model
which means keeping people and their requirement on top. For example; Marriott Hotel focus on
betterment of people with sustainability measure, providing fair wage to worker, fair price to
consumer and fair amount to vendor.

Planet: Planet simply means environment, every business organization around the world
generate profit with the help of environment resource. The betterment of environment is very
important when focusing on triple bottom line model, this model allows firm to ensure those
practice which bring betterment to the society and environment. In hospitality industry, planet is
maintained with eco-friendly measure, this industry focus on sustainability practice to reduce
impact on environment (Hammer and Pivo, 2017). For example; Marriott Hotel practice
sustainability ensuring positive change on the environment, this company have alternative
method of practising business operation that means solar panel to generate clean electricity,
filtration plant to clean waste and wastes management measure to degrade waste.
Theme 4: Carroll's pyramid model on hospitality industry:
Philanthropic responsibility: This is one of the most important layer in the Carroll's pyramid
model focus on becoming a good citizen, this simply means business need to have sustainable
practice to the betterment of environment and every living thing. The world has been impacted
from several years just because of carbon footprint, this model push firm to become responsible
towards the society. In hospitality industry, businesses have taken CSR practice to ensure
philanthropic responsibility is completed (Carroll, 2016). For example; Marriott Hotel have
sustainable measure to become a good citizen, this brand has considered 'What take, goes back'
model which allow company to give back from society in terms of betterment like employment
opportunity.
Ethical responsibility: Ethical responsibility of every business to ensure sustainability in the
market, ethics is one of the broadest term in the world which include fair and right manner to
trade in the market. In Carroll's model, ethical responsibility include certain measures and
practice including business should obey law and legislation, business should ethical treat
employee and vendor and business should avoid any kind of harm to any individual connected.
Marriott Hotel consider ethical responsibility the most important which allow them to follow
ethical measure including good service to guest, value for money and most importantly treating
worker ethically with any discrimination in the hotel.
Legal responsibility: Legal responsibility is critical responsibility to be followed by every
business, Carroll's model, business should focus on legal procedure to maintain legal
responsibility in the market, obeying law and maintain fair trade. In hospitality industry, legal
responsibility include employment to every worker avoiding any kind of discrimination. For

example; Marriott Hotel practice to include those worker who being to diverse culture, they
promote these culture by allowing employee to work effectively and interact with guest from
diverse culture. Apart from this, Marriott Hotel provide tax to government obeying the law and
ensuring betterment of the society in the process.
Economic responsibility: This is another important responsibility in which business should be
economically responsible towards the business, business should have aim of generating profit
which not only benefit them but this benefit economy as well. In hospitality industry, businesses
contribute their best to ensure economic development (Baden, 2016). For example;Marriott
Hotel provide fair wages and salary to the employee and worker allowing them to distribute
income fairly and equally in the market. Apart from this, keeping price of the product and service
low to maintain inflation rate in the economy which directly impact growth rate of the country
and help business to grow.
CHAPTER 5- Discussion, conclusions and recommendations.
The conclusion chapter mainly gives an overview of the results that are identified and are
further evaluated in the overall research that has been done by the researcher in particular. This
basically helps in analysing what are the major impacts of the research on the society and mainly
the target audience due to which or for whom it is particularly conducted.
5.1 Discussion.
Discussion is basically based on the evaluation of the findings that were calculated in the
chapter of data analysis. This mainly focuses on the interpretation of the data and the ways
through it was particularly analysed and evaluated and how these were the most effective ways
or techniques in particular. Also, in this chapter the results are compared to each other and
contrasts are evaluated.
As per this study in particular, the research is conducted for the major purpose of
evaluating the importance of the strategic communication management for the purpose of
development and maintenance of sustainability in particular. For the research the data is
collected by the secondary data collection methods (Çitilci. and Akbalık., 2020). Which means
mainly the data is collected by analysing and evaluating the data or the information that is
already present. It is not raw data. The findings are recognized by conduction of PESTEL
analysis and implementing Porter's five forces to majorly analyse the factors present in the

external environment of the company that impact the working and the performance of the
company in particular.
PESTEL is the most appropriate technique to identify the impactful external factors in the
business environment (Bruijl. and Gerard., 2018). Other techniques like SWOT analysis could
also be used, but it does not help in evaluation of the external environment so efficiently. Also,
through Porter's the competitors are also analysed which further will help the company in
enhancing the employee encouragement to increase the productivity levels to further gain
competitive advantage.
5.2 Validations of research objectives.
The major objectives due to which the research conduction was done particularly were
met through the research in different or diverse ways in particular. The first objective of the
research was to analyse the necessity of a company that works in the hospitality industry and is a
big name to communicate regarding the topic of sustainability. This was understood by
evaluating the different types of people the hospitality industry focuses on and the increasing
impact of the hospitality industry on the overall society, due to inclination of people towards the
tourism in the current times. This was basically evaluated by researching for appropriate articles
from different authors giving information regarding the importance.
Next objective was to evaluate the most suitable and the most effective communication
strategies that are to be implemented in Marriott hotel for the purpose of communication of
sustainability. This was done through analysing the effective communication strategies which
were evaluated through the journals and the online articles of the authors. And then the overall
working and structure of the company was particularly evaluated. And the most appropriate
strategies that are the best in accordance to the image, structure, working and other major aspects
of the organization were analysed.
For the next objective too, the online sources were particularly used for the purpose of
understanding the benefits or the advantages that will be gained by the hotel through
communication of sustainability in particular. This was done by analysing the growth of
companies that did the same and had immense levels of growth and development. And mainly,
the companies that were working in the same industry and the same position as well.

5.3 Conclusion.
Through the overall research that has been particularly conducted the major aspects that
have been discovered through the data analysis and the findings that have particularly been
identified and further evaluated in the research in particular are stated further. This is mainly
what the conclusion segment of this chapter includes. Firstly, the data analysis is done through
conducting two major studies, that help or support in the understanding and the evaluation of the
external factors of the business environment that impact the working of the business and mainly
will impact the ways through which the business will want to communicate the sustainability
actions to the society.
Through Porter's five forces model, it is stated that there are a number of competitors that
are operating in the market of the company, also many companies are inclined towards the topic
of sustainability as it is the main interest of individuals in current times. But the company can
gain competitive advantage due to its good brand image in the society and also can increase the
customer base by implementing strategies related to marketing and communication. Also, the
company has an upper hand when it comes to suppliers too. And there is no threat to the
company in regard to the new entrants in the market.
And through PESTEL analysis the factors related to politics, legalities and economic
conditions as the company operates in different countries are stated. This will mainly help or
allow the company in understanding the environment in a way which is better and also help in
better decision- making in particular.
5.4 Recommendations.
Through the findings that have been generated it is necessary for the company to
implement a bunch of differentiated things and strategies within the company (Santos. And et.al.,
2019). This is mainly for the purpose of developing and maintaining its position and goodwill in
the market and mainly to increase the inclination of the individuals present in the market towards
the company. And also to enhance the quality of the environment that is depleting at a very fast
pace.
Hence, the company is required to first evaluate different strategies that are present in the
environment and then identify the best and the most suitable as per the needs of the company in
particular (White., 2016). Firstly, the company should adopt for verbal communication, in this
the company basically needs to be accurate first, this is mainly because many hotels are found to

be claiming things that are non- specific and are also vague. The language should be accurate.
Through using ambiguous language it becomes difficult for the customers to build a clear and
precise image related to the sustainable action taken by the company.
Next, the company is also required to be comparable, this is because the customers of the
hospitality industry are becoming more and more proactive at the time of making the purchasing
or buying decisions, and most of the customers are inclined towards the concept of being
environment friendly (Rocci. and de Saussure., 2016). The communication regarding the
sustainability should mainly be based on the baseline studies, the data and the benchmarks to
basically allow in measurement of the evolution and then proving the affects.
5.5 Limitations of the research.
Limitations are the points on which the research is lacking behind. Every research has
some aspects that work as the limitations of the research. The major limitation in this research is
that the secondary research is being conducted in the research. Which means the data is collected
from the books and the journals and the articles which already had collected the data. This states
that the information which was particularly collected is not raw as well. The articles have been
researched and the most authentic ones have been selected by the researcher. But, the major
limitations of secondary research are, the lack of the relevance and the lack of accuracy as well.
The data collected is said to be correct but at some points it may be differing. Also, the data can
be hacked due to the use of external databases. This is because the materials are already
published.
Another major limitation of the report is that only external factors or aspects of the
company are evaluated. Rather, for understanding the ways through which development should
be started and for assessing the best possible techniques within the company, the staff structure
and other internal factors should also have been analysed.
5.6 Scope of further research.
The major purpose of this part is to understand what factors are necessary for the research
if to be done in future regarding the same aspect or topic in particular. The most important thing
that should be done, is to enhance the overall geographical area of the research, because a
company like this works in different regions and deals with diverse variety of individuals. This
will particularly help in understanding the customers of the company in a way that is much better
and also this will help in conduction of the research in a manner that is more appropriate. This

might be time- consuming but the results generated will be highly effective. Also, one major
aspect to remember is to keep the environmental conditions the first priority and not the
company's sole advantages. This will also allow the customers to rely on and trust the research
outcomes more. Which is mainly one major requirement, this will also help in enhancing the
trust of customers towards the company on which the particular research is being conducted.
This will also impact the environment positively as all the other companies will also incline
towards implementation of the concept.

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