Impact of Sustainability for Virgin Holidays

This research project explores the impact of sustainability on Virgin Holidays and the advantages and challenges faced by the UK tourism industry. The study aims to identify the impact of sustainability for Virgin Holidays, examine the advantages of ensuring future sustainability for the growth of UK business and tourism industry, and analyze the challenges that Virgin Holidays could be faced while ensuring future sustainability. The research methodology includes a systematic literature review using the onion framework. The findings suggest that sustainability is crucial for the growth of the tourism industry and attracts more visitors, leading to increased revenue and profit.

RESEARCH PROJECT
(Impact of sustainability for Virgin
Holidays)

Contents
STAGE 1: PLANNING...................................................................................................................3
Introduction.................................................................................................................................3
Research aim and Objectives......................................................................................................3
Research problem........................................................................................................................3
Research question.......................................................................................................................4
Research methodology................................................................................................................4
STAGE 2: CARRYOUT RESEARCH............................................................................................7
LITERATURE REVIEW...........................................................................................................7
What is the impact of sustainability for Virgin Holidays?..........................................................7
What are the advantages of ensuring future sustainability for the growth of UK business and
tourism industry?.........................................................................................................................7
What are the challenges that Virgin Holidays could be faced while ensuring future
sustainability?..............................................................................................................................8
Analysing findings on secondary research methods...................................................................9
Summarising the main findings..................................................................................................9
STEP 3: CONCLUSION...............................................................................................................10
REFERENCES..............................................................................................................................11

STAGE 1: PLANNING
Introduction
With the change in the working of business, the concept of sustainability has gain more
importance. Sustainability can be defined as fulfilling the present needs and wants without
compromising the needs of future generation. The concept of future sustainability depends upon
three pillar which are Economy, social and environmental. These three components are to be
kept I mind by the organisation when they are delivering goods and service to buyers. The above
three pillar stands for three principles that is profit, people and planet (Alarcón and Cole, 2019).
To know the impact of suitability, the selected sector is travel and tourism and in that the chosen
company is Virgin holiday. Virgin holiday is a hospitality industry which was founded in 1985.
The headquarter of the hotel is suited at Crawley, England. The firm provides service all over the
world some of the countries in which they operate are US, Canada, Africa and many more.
Research aim and Objectives
Research aim:
To identify the impact of future sustainability for the growth of UK business and tourism
industry: A study on Virgin Holidays
Research objectives:
 To identify the impact of sustainability for Virgin Holidays
 To examine the advantages of ensuring future sustainability for the growth of UK
business and tourism industry
 To analysis the challenges that Virgin Holidays could be faced while ensuring future
sustainability
Research problem
The major research problem of the chosen topic “impact of future sustainability for the
growth of UK business and tourism industry” is that if there is no future sustainability in tourism
sector than it will impact their performance. The customer is less interested toward the firm and
which will impact their productivity. Another problem that will be faced by hospitality industry
is that they will not able to manage their resources in effective manner which will affect their
long term growth and development (Cotterell and et. al., 2019). It is very important for the

organisation to adopt the concept sustainability as it will help them to earn more profit which
they can invest in expanding their business and gain market are.
Research question
1) What are the impact of sustainability for Virgin Holiday?
2) What are the he advantages of ensuring future sustainability for the growth of UK
business and tourism industry?
3) What are the challenges that Virgin Holidays could be faced while ensuring future
sustainability?
Research methodology
This section helps in identifying, analysing and interpreting the information ins
systematic process which helps in attaining the aim and objective in appropriate manner. There is
various step involve in in which can be explained using onion framework:
Figure 1: Analysis of Saunders Research Onion
(Source: Thesismind, 2019)

Research philosophy: There are two forms of research philosophy i.e., Positivism and
interpretivism (Mohajan, 2018). According to the topic selected research interpretivism
philosophy would be selected because it helps in gathering Qualitative information so that in
depth data can be obtained.
Research approach: Research approach are of two kinds Deductive and inductive. In the
current investigation inductive approach will be used to test the new theories or hypothesis which
is based on qualitative information.
Research strategy: There are various strategy which can be used to gather and analyse
data. Survey, systematic literature review, case study, action research and many more are the
types of research strategy (Silverman, 2020). In present research study, examiner will use
systematic literature review to analyse the secondary information. This is used because it will
help them to gain more insight about the chosen topic.
Research choice: Quantitative and qualitative are the research choice. Further they are
divided into sub parts which are mono method, mixed method and multi method (Blaikie, 2018).
In current investigation qualitative choice would be made and in that Mono method will be used
because scholar want only single type on information which will be in the form of words or
statement.
Time horizon: There are two-time framework which are cross sectional and longitudinal.
As per the requirement the time horizon that would be chosen is Cross sectional because
investigator want information in shorter time period so that accurate information can be get
(Daniel, 2018).
Data collection: Data collection is the tool to gather information from various sources.
Primary and secondary are the two data sources. In current research, examiner would choose
secondary data source because they want second hand information so that detailed understanding
on Sustainability can be get (Bertolini and et. al., 2018). There is various research instrument
used to collect information which are books, journal, online sites.
Time plan:

STAGE 2: CARRYOUT RESEARCH
LITERATURE REVIEW
What is the impact of sustainability for Virgin Holidays?
According to Elmo and et. al., (2020), tourism industry has dramatic environmental
impact on the environment. Sustainability is referred as the natural ecosystem which helps in
supporting life and providing resources for meeting the requirements of the present as well as
coming generations. The tourism industry has started giving importance to sustainability so that
they can use natural resources without harming the environment. It is identified that Virgin
Holidays has adopted different sustainability measures in operating their business activities so
that they can support environment as well as local culture. There is positive impact of
sustainability on the company because it has helped this organisation to work by protecting the
environment and giving importance to local culture. With the help of sustainability, Virgin
Holidays is able to bring positive experience tourists and local people. This has assisted company
to see rise in its profit and revenue level because modern customers give importance to
sustainable companies and organisations.
What are the advantages of ensuring future sustainability for the growth of UK business and
tourism industry?
According to Helgadóttir and et. al., (2019), sustainability is the procedure by which
significance is given to environment, ecotourism and green tourism. But there are more things
which successfully defines sustainability which fair treatment of people and the possible
advantages that the engagement can generate. By ensuring future sustainability, tourism industry
of the United Kingdom could grow at exception rate. There are many advantages of ensuring
future sustainability such as the sustainable destinations assist in increasing the revenues because
destinations which are quite sustainable play vital role in attracting a different kind of traveller.
These travellers always look for destination and medium of traveller which can create positive
impact rather than negative impact. When companies provide sustainable place and destination,
more number of tourists get attracted and covey positive word of mouth to other. This directly
increases more opportunity for tourism industry and they can have additional revenue and profit.
The other benefit experienced by tourism industry of the United Kingdom with the help of
maintaining future sustainability is high number of visitors and travellers. The traveller and

visitors who are sustainable are less price sensitive and they spend 50% more amount during
their stay. Sometimes they also increase duration of their stay and this directly helps tourism
industry to expand their business in more sustainable locations by adding local food, culture and
activities.
What are the challenges that Virgin Holidays could be faced while ensuring future sustainability?
According to Pushpakumara and et. al., (2019), maintaining sustainability is not an easy
task because it requires efforts as well as patience. There are many challenges which are faced by
Virgin Holidays for ensuring future sustainability which are:
Figure 2: Tourism sustainability issues holidaymakers concerned about in the United Kingdom
(UK) in 2020, by age
(Source: Statista 2022)
 The biggest challenge is delivering a practical ecologically sustainable tourism. They do
not get appropriate recommendations from their visitors which they can use for
maintaining sustainability level as well as attracting more number of visitors. The

company does not get expertise who could provide information about latest techniques
for remaining sustainable and increasing the level of activities to remain sustainable.
 The other major challenge faced by Virgin Holidays to ensure future sustainability is
seasonality. This factor affects the several aspects related to supply side such as labour
market, marketing, sustainability of employment, nature and quality of job, business
finance, management of the shareholders and many more.
Analysing findings on secondary research methods
According to the information gathered in the section of literature review about the impact
of future sustainability on the tourism industry and it is generated that sustainability has positive
impact over tourism industry because it helps in attracting large number customers so that they
can increase their profit as well as revenue level (Pushpakumara and et. al., 2019). With the
assistance of sustainability, tourism industry supports local culture, traditions, heritage,
environment, equal treatment of people and many more.
Summarising the main findings
With the above gathered data it is analysed that sustainability is one of the concepts
which need to be followed by every hospitality and tourism companies (Elmo and et. al., 2020).
This attracts in attracting number of visitors and improving the situation of whole economy.

STEP 3: CONCLUSION
From the above assembled information, it is summarising that sustainability is one of the
approaches that help in supporting the environment as well as whole community. Hence, with the
assistance of future sustainability, tourism industry could easily focus on linkage rather than
leakage. Linkage describes that revenues stays at the destinations on the other hand, leakage
refers to the revenues leaving the destinations.

REFERENCES
Books and Journals
Alarcón, D.M. and Cole, S., 2019. No sustainability for tourism without gender equality. Journal
of Sustainable Tourism.
Bertolini, S. and et. al., 2018. The comparative qualitative research methodology of the EXCEPT
project.
Blaikie, N., 2018. Confounding issues related to determining sample size in qualitative
research. International Journal of Social Research Methodology, 21(5), pp.635-641.
Cotterell, D. and et. al., 2019. Overcommitted to tourism and under committed to sustainability:
The urgency of teaching “strong sustainability” in tourism courses. Journal of
Sustainable Tourism, 27(7), pp.882-902.
Daniel, B.K., 2018. Empirical verification of the “TACT” framework for teaching rigour in
qualitative research methodology. Qualitative Research Journal.
Elmo, G.C. and et. al., 2020. Sustainability in tourism as an innovation driver: An analysis of
family business reality. Sustainability, 12(15), p.6149.
Helgadóttir, G. and et. al., 2019. Social sustainability of tourism in Iceland: A qualitative
inquiry. Scandinavian Journal of Hospitality and Tourism, 19(4-5), pp.404-421.
Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People, 7(1), pp.23-48.
Pushpakumara, W.H. and et. al., 2019. Developing a Framework for Scrutinizing Strategic Green
Orientation and Organizational Performance with Relevance to the Sustainability of
Tourism Industry. European Journal of Social Sciences Studies.
Silverman, D. ed., 2020. Qualitative research. sage.
Online
Thesismind, 2019. Analysis of Saunders Research Onion. [Online]. Available Though:
<https://thesismind.com/analysis-of-saunders-research-onion/>
Statista 2022. Tourism sustainability issues holidaymakers concerned about in the United
Kingdom (UK) in 2020, by age. [Online]. Available Though:
<https://www.statista.com/statistics/1135573/tourism-sustainability-concerns-uk-by-
age/>