Significance of promoting sustainable tourism development within hospitality industry

This research proposal aims to identify the significance of promoting sustainable tourism development within the hospitality industry. It includes a literature review to understand the concept of sustainable tourism development and its need within the industry. The proposal also aims to discern the strategies adopted by Crowne Plaza to promote sustainable tourism development and evaluate its impact on business operations. The research methodology includes a research philosophy, approach, strategy, choice, data collection, sampling, and time horizon.

RESEARCH PROPOSAL
(Significance of promoting sustainable
tourism development within hospitality
industry)

Table of Contents
INTRODUCTION...........................................................................................................................3
Background of the topic..............................................................................................................3
Rationale of the research.............................................................................................................4
LITERATURE REVIEW................................................................................................................5
To understand the concept of sustainable tourism development and its need within hospitality
industry........................................................................................................................................5
To discern the strategies adopted by Crowne Plaza to promote sustainable tourism
development................................................................................................................................5
To evaluate the impact of promoting sustainable tourism development over business
operations of Crowne Plaza........................................................................................................6
RESEARCH METHODOLOGY.....................................................................................................7
TIMESCALE...................................................................................................................................8
REFERENCES..............................................................................................................................10

Research Title: Significance of promoting sustainable tourism development within hospitality
industry
INTRODUCTION
Background of the topic
Sustainable tourism development is a concept that focuses on minimising the costs and
maximising the advantages of tourism for local communities and natural environment and can be
taken out indefinitely without putting negative impact on the resources on which it depends
(Cheng and et. al., 2019). In simpler words, sustainable development focuses on attempting low
impact on the local culture and environment, while assisting to generate conservation of local
ecosystems. Sustainable tourism development focuses on creating the balance among
environmental, economic and social objectives. Its motive is to counter the challenges resulting
from unorganised tourism (Amerta and et. al., 2018). The present investigation focuses at
accumulating relevant detailed piece of information about the sustainable tourism development.
This also focuses on carrying out strategies adopted by Crowne Plaza for promoting sustainable
tourism development (Hall, 2019).
Research Aim: To identify the significance of promoting sustainable tourism development and
its impact over business operations within hospitality industry. A study on Crowne Plaza
Research Objectives:
 To analyse concept of sustainable tourism development and its need within hospitality
industry
 To discern the strategies adopted by Crowne Plaza to promote sustainable tourism
development To evaluate the impact of promoting sustainable tourism development over business
operations of Crowne Plaza
Research Questions:
 Explain the concept of sustainable tourism development and its need within hospitality
industry?
 What are the strategies adopted by Crowne Plaza to promote sustainable tourism
development?

 What is the impact of promoting sustainable tourism development over business
operations of Crowne Plaza?
Rationale of the research
The main purpose of conducting the current investigation is to carry out information
about the importance of sustainable tourism development in an organisation (Trišić and et. al.,
2019). It also highlights the impact of promoting sustainable tourism development over business
operations of hotel. There are two significant objectives that are fulfilled by organisation which
are: personal and professional objectives. In respect of personal perspective, the researcher will
learn about the various research methods for the collection and analysis of information in a
systematic way. Researcher will also increase my knowledge about the different areas which will
help in my personal life. On the other hand, in respect of professional perspective, researcher will
learn about strategies used for promoting sustainable tourism development so that limited
resources could be saved and environment could be protected. Therefore, the present
investigation will help me in obtaining great piece of information through primary and secondary
sources. Along with researcher will fulfil my personal and professional objectives in a systematic
way.

LITERATURE REVIEW
To understand the concept of sustainable tourism development and its need within hospitality
industry
According to (Qian, Shen and Law, 2018), sustainable tourism is defined as the different
types of sustainable practices that helps minimizing the impact of negative factors and
maximizing the impact of positive factors. Sustainable tourism plays a very important role in
conversing biodiversity as it helps in establishing a relevant balance between the economic,
social-cultural and environmental aspects of tourism development. It also helps in reducing the
effect on local culture and environment in order to make it available for future generations while
contributing to employment, generate income and for the transition of local ecosystems.
Sustainable tourism development is needed within the hospitality industry because this industry
is based on the healthy global ecosystem and is uniquely assailable to environmental damage
(Guo, Jiang and Li, 2019). Natural environment is the basic thing the hospitality industry offer to
the potential customers, its where all the food items in the hotels and restaurants comes from and
its the natural air that customers breathe and the clean and hygienic water they drink.
To discern the strategies adopted by Crowne Plaza to promote sustainable tourism development
According to (Mugure, 2021), All the tourism activities generally relies on cultural and
natural resources that attracts travellers and tourists and also helps in acting as a main driver in
attaining development and growth in the tourism industry. For sustaining in the hospitality
industry hotels need to take care about sustainability which promotes following social, cultural
and environmental practices. Crowne Plaza has adopted Go green strategy in their hotel to
promote good practices such as turning off the electric gadgets, air conditioning and heater while
leaving the room and using recycling programs to avoid the use of disposals. Another strategy
adopted by hotel is to spread knowledge related to sustainable tourism to the subsequent
customers in order to gain more productivity and growth (Nuseir, 2021). Say no to the use of
plastics is another strategy that is adopted by the Crowne plaza which helps in reducing the
carbon footprints in the hotel and cutting back on the use of plastic waste to promote
sustainability in the tourism industry.

To evaluate the impact of promoting sustainable tourism development over business operations
of Crowne Plaza
According to (Wario, 2020), Sustainable tourism development has a great impact on the
business operations of the Crowne Plaza as it helps in developing the hotel in a sustainable way.
The hospitality and tourism industry is considered as one of the largest industry that provides
various facilities to the customers in order to increase satisfaction and motivation among them
while travelling. Sustainable tourism development helps in smooth functioning of the business
operations of the hotel and also helps in providing knowledge related to sustainability in order to
keep the environment clean and hygienic for customers (Durband, 2021). It also helps in creating
a healthy balance in the hotel which results in generating new jobs and high revenues in order to
gain more growth and profitability. Sustainability helps in creating a sense of positive feeling
inside the community for its place which results in preserving and strengthening the local
culture, traditions and heritage.

RESEARCH METHODOLOGY
It provides method for the collection and analysis of information in a systematic way.
Saunders research onion framework is followed by investigator so that relevant and accurate
information could be assembled and defined objectives could be systematically met.
Research Philosophy: It is the method that gives two important kinds which are:
positivism and interpretivism philosophy. Investigator will select interpretivism philosophy so
that in-depth information can be evaluated and analysed in a systematic way (Snyder, 2019). The
major advantage of the interpretivism philosophy is that it focuses on the systematic evaluation
of accumulated detailed and in-depth information.
Research Approach: The approach is categorised into two important types which are:
inductive and deductive approach (Mohajan, 2018). Investigator will select inductive approach
because it is majorly inclined towards evaluation of gathered in-depth information. This does not
consume longer period time and objectives are easily attained in limited time duration.
Research Strategy: It is the research method that provides appropriate strategies for
collecting relevant and accurate information (Cr, 2020). Some of the strategies generally used in
the investigation are: action research, survey, interview, observation etc. Researcher will use
interview as research strategy to accumulate in-depth and detailed piece of information. The
main benefit of interview as the strategy is that right kind of information can be assembled and
objectives could be attained.
Research Choice: The choice is the research method that helps investigator in finding
and collecting right kind of information. This is categorised into two significant forms which are:
qualitative and quantitative research choice. Investigator will choose qualitative choice so that
statistical data can be collected and objectives could be attained without consuming longer time
period (Dźwigoł, 2018). The main benefit of qualitative research choice is that it accumulates
data that can be compared and measured so that outcomes could be carried out in in-depth form.
Data Collection: It is the method of investigation which provides relevant sources for the
accumulation of relevant and accurate information. This is divided into two main forms which
are: primary and secondary method of data collection (Zangirolami-Raimundo and et. al., 2018).
Primary data collection method is selected so that raw information about the concept of
sustainable tourism development can be accumulated and defined objectives could be easily met.
Under primary method, researcher will use and develop interview with apt number of open-

ended questions in shorter time period. On the other hand, researcher will also consider
secondary method of data collection so that published data could be used and identified research
gap can be fulfilled. Some of the secondary sources are: books, newspapers, articles, journals,
publications etc.
Sampling: This method is classified into two main forms which are: probability and non-
probability sampling. Investigator will choose non-probability sampling so that every respondent
can get equal chance and large number of participants can be chosen (Ngozwana, 2018). 3
managers will be selected from the chosen organisation Crowne Plaza.
Time Horizon: It is classified into two significant kinds that are: cross-sectional and
longitudinal time horizon (Bairagi and Munot, 2019). Researcher will choose cross-sectional
time horizon so that objectives can be met in real time situation in a significant manner.
TIMESCALE
Gantt chart will be considered by investigator for dividing activities with proper time
duration so that each objective could be attained and questions could be addressed. It is best tool
for scheduling time as per the proposed activities.

REFERENCES
Books and Journals
Amerta and et. al., 2018. Sustainable tourism development. International research journal of
management, IT and social sciences, 5(2), pp.248-254.
Bairagi, V. and Munot, M.V. eds., 2019. Research methodology: A practical and scientific
approach. CRC Press.
Cheng and et. al., 2019. Community Participation as a mediating factor on residents’ attitudes
towards sustainable tourism development and their personal environmentally
responsible behaviour. Current Issues in Tourism, 22(14), pp.1764-1782.
Cr, K., 2020. Research methodology methods and techniques.
Durband, R., 2021. Establishing sustainability standards in tourism. In Handbook for Sustainable
Tourism Practitioners. Edward Elgar Publishing.
Dźwigoł, H., 2018. Scientific research methodology in management sciences. Фінансово-
кредитна діяльність: проблеми теорії та практики, (2), pp.424-437.
Guo, Y., Jiang, J. and Li, S., 2019. A sustainable tourism policy research
review. Sustainability, 11(11). p.3187.
Hall, C.M., 2019. Constructing sustainable tourism development: The 2030 agenda and the
managerial ecology of sustainable tourism. Journal of Sustainable Tourism, 27(7),
pp.1044-1060.
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.
Mugure, L.N., 2021. Enhancing Sustainable Business Practices in the Hotel Industry in Kenya: A
Case Study of 5-Star Hotels (Doctoral dissertation, United States International
University-Africa).
Ngozwana, N., 2018. Ethical dilemmas in qualitative research methodology: Researcher’s
reflections. International Journal of Educational Methodology, 4(1), pp.19-28.
Nuseir, M.T., 2021. Assessing the impact of brand equity and customer experience on brand
loyalty in the United Arab Emirates' hotel industry. International Journal of Business
Excellence, 25(4). pp.459-473.
Qian, J., Shen, H. and Law, R., 2018. Research in sustainable tourism: A longitudinal study of
articles between 2008 and 2017. Sustainability, 10(3). p.590.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of business research, 104, pp.333-339.
Trišić and et. al., 2019. Wine routes in Vojvodina Province, Northern Serbia: A tool for
sustainable tourism development. Sustainability, 12(1), p.82.
Wario, G.G., 2020. Effect of Environmental Sustainability Practices on the Growth of Green
Hotels in Kenya: A Case Study of Crowne Plaza Hotel (Doctoral dissertation, United
States International University-Africa).
Zangirolami-Raimundo and et. al., 2018. Research methodology topics: Cross-sectional
studies. Journal of Human Growth and Development, 28(3), pp.356-360.