Analysis of Strategic Communication Management for Sustainability in the Hospitality Industry of the UK

This dissertation analyses the significance of strategic communication management for sustainability in the hospitality industry of the UK, with a focus on Marriott Hotel. It evaluates the importance of communicating sustainability, effective communication strategies adopted by Marriott Hotel, and the benefits gained by communicating sustainability.

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

Table of Contents
Chapter 1: 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 2: 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
2.4. Theoretical framework........................................................................................................14
CHAPTER THREE: RESEARCH METHODOLOGY................................................................18
REFERENCES..............................................................................................................................21

Chapter 1: 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. Creation of the awareness about the
sustainability would 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 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 which would support the better career and professional
development.
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: This forms the second chapter of current project that provides a
systematic review of the pre-exiting set of data. Literature review forms a vital section of a
project as it leads a base and framework for undertaking further investigation.

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 2: 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 reduces 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 and minimising cost. Along with this, the improving employee retention is also a

key advantage of sustainability. Further, by communicating about the sustainability, hospitality
company can increase their brand image and profitability. It would also help in attracting more
and more customers towards the brand within hospitality industry. It is being determined that
people prefer services of the brand that promotes sustainability. Further. hotels 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 making use of energy efficient
lighting and adjust lightning level with the production schedule it would help 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 make 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 more efficient by giving an opportunity to work for a reputed company that cares for the
environment. It also helps 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. For instance, establishing energy management
programs, evaluating energy usage, embracing renewable energy, educating employees and
many others are effective ways of sustainability. 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 help 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. Further, the adoption of the sustainability
practices also reduces 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), sustainability is one of
the pivotal issues for the development of hospitality industry. Thus, it is a significant for an
organisation to communicate about the concept of sustainability for persuading it towards the
large number of customers. The efforts made by an organisation to communicate and convey
sustainability is known as sustainability performance signalling. 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 for
sustainability communication. 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. It has been seen that 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. Beside this, it is also 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 includes of the 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 is 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

eco-friendlier 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.
It tends to be the responsibility of the hotels 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 is 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 impact 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. Further, 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 an 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 take 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 engage 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. Along with this, it also attracts
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.
Beside this, it also presents that hotel is 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 help 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 funnelling 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 about
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 continuous 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.
2.4. Theoretical framework
Porter's five forces model is used to identify main sources of competition in company's
sector. If company understand which forces are affecting them, they can adjust their strategy,
boost their profitability, and can stay ahead of their competition. The objective of this model is to
analyse the attractiveness of a particular industry, evaluate investment options, evaluate the
competitive environment the key aspects of which has been discussed and described as bellow:
 Competitive Rivalry: This factor focuses at the number and strength of company's
competitors. The sector in which Marriott Hotel is working has a high competition from
a lot of big brands like Holiday inn, Hilton etc. These are established firms with a strong
supply chain and are hardly different from one another and offers same kind of product
with almost same price. So the major difference to stay ahead from competitors can be
made through development in advertising and other marketing techniques.
 Bargaining power of Supplier: This factor is used to analyse companies bargaining power
of the suppliers. A large number of suppliers compete in for a limited room in hotel
outlet. The increased supply capacity makes it challenging for suppliers to have an affect
on the successful growth of the company. The suppliers can increase the prices and can
reduce the quality of product.
 Bargaining power of Buyers: This factor is used to analyse companies bargaining power
of buyers .The products provided by the stores are mainly those which serves to basic
needs of the customers, customers have the power to influence pricing and demand high
quality and performance in the sector.
 Threats of Substitution: The threat of substitution rises when a similar product enter in
market at cheaper price which shifts customer to that product. Marriott hotel need to
maintain the prices because costumers would prefer the product of low prices.
 Threats of new entrants: New entrants brings new production capacity and new resources
to the industry and hopes to make a place in the market which has already been divided
by existing companies. This can cause competition with existing companies in raw

materials and market share and reduces the level of corporate profits of existing
companies. Marriott hotel is already an established company and has a huge customer
across the world and new entrants can take away customers of Marriott hotel. So,
Marriott hotel can come with its own economies of scale operations and discounts.
The chaos theory for communication is performed through the telecommunication
technologies are provided securities in the transmission by Chaos communication a major change
in time progress can be occurred because of a minor difference in the start of process this theory
produces three types of chaos sandwich chaos, horseshoe chaos and Lorenzian chaos. This
theory explain and helps in understanding the systems of proteins, this theory tells the
irregularities in clouds, lightning, in stars and blood, and also helps in understanding the
turbulence which is found in all forms. It has been seen and analysed that the main idea of the
making use and application of the chaos theory is that to a minor difference at the start of a
process it can make and lead to a major change in it as time progresses. Thus, at that time
implication and use of the Quantum chaos theory is tend to be made to come up with a new idea
in the study of chaos theory. Along with this, it has been also seen and finds out that the Chaos
communications is an application of chaos theory which is aimed to provide security in the
transmission of information performed through telecommunications technologies. Thus,
application and use of the chaos theory is effective and vital to secure better communications, for
which it is vital that one has to understand that the contents of the message need to be properly
transmitted are inaccessible to possible eavesdroppers. Thus, application of the chaos theory
supports and brings out the better management of communication and remove the chances of
chaos and misunderstanding while interaction.
Triple bottom line
To measure the social and environmental impacts including financial performance not
only focusing to generate profits this business concept is used. The triple bottom line is a
business concept that is related to the posits firms and emphasis on the fact that all business
organisation should commit to measuring their social and environmental impact of thee business
operations. The triple bottom line is vital concept that emphasis on the fact that in addition to
their focus on the financial performance the business organization only need to focus on social
and environmental aspect rather than solely focusing on generating profit, or the standard
“bottom line. Thus, the triple bottom line provided the three Ps”: profit, people, and the planet

that need to be considered by a business organisation to generate more profit and become more
conservative and attentive towards the protection of the environment. This is broken into three
parts:
Figure 1:Triple bottom line, 2022
Profit – the firms success is success is depends on the profit it generates for shareholder and its
financial performance. A firm’s success most heavily depends on its financial performance, or
the profit it generates for shareholders. Strategic planning initiatives and key business decisions
are generally carefully designed to maximize profits while reducing costs and mitigating risk.
People – Business favour their shareholders values as indicator of success as they owns the share
of the company so it is important to make differentiation between their stakeholders and
shareholders. It’s important to make the distinction between a firm’s shareholders and
stakeholders.
Planet – large industries contribute a huge amount of pollution in the environment, which can
also be said as key driver in climate change and now all large industries are trying reducing their
carbon footprint. It is vital for every business organisation to take sufficient step for the
protection of planet such as reduction in carbon emission and reducing the use of plastic.
PESTEL analysis is used to identify the external factors of an organisation like political,
economic, social, technological, environmental, and legal. It is a strategic tool used for
understanding market growth, business position, potential and direction for operations. It is a
strategic framework used to evaluate the business environment in which organisation
headquarter is situated. The PESTEL analysis tool will help to analyse the unpredictable
environment in which Marriott hotel operates by explaining.

 Political Factors: Many political factors of UK like stable government and administrative
system plays an important role in affecting political environment of Marriott hotel.
 Economic Factor: Labour cost been an important economic factor that can affect UK
supermarkets. As COVID severely affected the world economy many people lost their
jobs or their earning are dropped. So people would now move to cheaper brands or prefer
products with cheap prices. This can affect the operations and profits of Marriott hotel.
 Social Factors: Factors include demographics (age, gender, race, family size); consumer
attitudes, opinions, and buying patterns; population growth rate and employment patterns;
socio-cultural changes; ethnic and religious trends; living standards.
 Technological Factors: The trends are changing fast and to stay relevant in today's time,
the company's need to adopt new technology. Marriott is experimenting new technology
and achieved some amount of success. The company managed to shift to online trends
with 43% of its shoppers.
 Environmental Factors: Marriott has taken interest in order to help to improve the
environment. Recently Marriott has launched its plan of remove, reduce, reuse, and
recycle. The company is focusing on reducing and removing the use of non- recyclable
plastic to the minimum level.
 Legal Factors: The change in the government policies can directly affect the operations of
Marriott, company need to follow both local and the international law to run smoothly.

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. 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. 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 realism philosophy as it directly assists in the evaluation and
interpretation of information which has numerical values and terms (Basias and Pollalis, 2018).
The making use of the Realism philosophy is the view that an object or thing really exists and
has certain attributes, independently of what people think about it. Thus, realism is the view that
an object or thing has mind-independent reality there it effectively support the easy undertaking
of the qualitative project.
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 depends 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. Further, use of
the deductive approach also support finding relationship of variable and independent variable
through already existing or published theory. As per the nature of the of the current study,
investigator is choosing inductive approach and it is directly linked with the effective
undertaking of the detailed and theoretical nature of the study (Mehrad and Zangeneh, 2019).
Further, inductive approach is effective to research begins by collecting data that is relevant to
the topic of interest and provides the substantial amount of data has been collected. The main
motive of depending upon the inductive approach is that it assists in the addressing the research
problem in more detailed and theoretical manner.
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. Further, it 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 to collect needed and required
piece of information (Kurten and et. al., 2022). The significant strategy in the present study is
case study. Case study helps in getting effective solution to the real-life issue generally faced by
a company, economy or institutions. It helps in the collection of accurate and relevant piece of
information. The making use and application of the case study method is effective and suitable
for current project as it supports the detailed and theoretical set of data about the set objective
and topic to ensure efficient meeting of set objective.
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 theoretical
piece of information that would support the effective undertaking of qualitative investigation
(Patterson, 2019).

Research Choice: It is the method which helps in choosing suitable information for
meeting the objectives of 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). The selection of the qualitative nature of
investigation has been made within current project as it supports a detailed and in-depth set of
investigation.
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. Within current project,
only secondary data collection method is also considered by researcher because it assists in
carrying out data which has already taken out for different motives and purposes. It saves
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. Further, while selection of articles and journals it has been
ensured that they must have name of author as well as publication and copy right that reflects
about the authenticity and reliability of the facts.
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 such as the
lack of reliable and accurate sources, shortage of funds, biasness of respondents, lack of time and
so on.

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