To investigate the ways of promoting sustainable tourism development and its importance in increasing tourist. A study on TUI

This research project focuses on investigating the ways of promoting sustainable tourism development and its importance in increasing tourist. The study is based on TUI and aims to explore the concept of sustainable tourism development, determine the ways by which TUI can promote sustainable tourism, and evaluate the importance of sustainable tourism development in inviting a large number of tourists towards the company. The research includes a research proposal, literature review, research methods, and research findings.

Research project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Research proposal that clearly defines a research questions or hypothesis supported by a
literature review..........................................................................................................................1
P2 Appropriate research methods and approaches to primary and secondary research.............5
TASK 2............................................................................................................................................7
P3 Primary and secondary research using appropriate methods for a tourism research project
that consider costs, access and ethical issues 100.......................................................................7
P4 Appropriate analytical tools analyse research findings and data...........................................8
TASK 3..........................................................................................................................................20
P5 Research outcomes in an appropriate manner for the intended audience............................20
TASK 4..........................................................................................................................................20
P6 Reflect on the effectiveness of research methods applied for meeting objectives of the
hospitality research project.......................................................................................................20
P7 Alternative research methodologies and lessons learnt in view of the outcomes................21
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................24

Title: “To investigate the ways of promoting sustainable tourism development and its
importance in increasing tourist. A study on TUI”
INTRODUCTION
Sustainable tourism is refers to an industry that committed to making a low impact over
the environment and local culture. Mainly, it is related with the continuous process that requires
constant monitoring of impacts and at the same time also includes the necessary preventive
within the society. It also beneficial for economy because it help in generating future
employment for local people in order to improve their living standard. In addition to this, the
positive impact of sustainable tourism is to ensure that development within the tourism is a
positive experience for local people and tourism companies as well. In addition to this,
sustainable tourism also effective in maintaining balance between the economic, socio-cultural
and environmental aspects of tourism development that play a significant role in conserving
biodiversity. It also increase its impact over the local culture and environment that will be
beneficial for future generations as it also contributes in generating income, employment and
conservation of local ecosystem. This will contributes in maximising the positive contribution on
economy by reducing poverty and at the same time also beneficial on attaining all the common
goals of sustainable development. In context to business organization in tourism industry, firm
also includes effective ways and alternatives to promote sustainable tourism development that
assist in inviting more and more tourist towards the specified services or destinations that
company is offerings to its guests and visitors. Current investigation is based on the TUI, is
TASK 1
P1 Research proposal that clearly defines a research questions or hypothesis supported by a
literature review
Research aim
The main aim of current investigation is “To investigate the ways of promoting
sustainable tourism development and its importance in increasing tourist. A study on TUI”
Research objectives
 To explore the concept of sustainable tourism development.
 To determine the ways by which TUI can promote sustainable tourism?
1

 To evaluate the importance of sustainable tourism development in inviting large number
of tourist towards the company.
Research questions
 What is the concept of sustainable tourism development.
 What are the different ways by which TUI can promote sustainable tourism?
 What are the importance of sustainable tourism development in inviting large number of
tourist towards the company?
Rationale of research
The main purpose of carry out current investigation is to explore the ways by which
company can develop sustainable tourism. This will support investigator in increasing skills and
knowledge towards the specified topic and area. By this, investigator can draw a valid conclusion
at the end of the investigation. Along with this, it also provide vast information that support
researcher in successfully undertaking the study and analyse the actual information. It
contributes in improving the performance level of company by inviting large number of tourist
towards the particular destinations that provide by company its guests.
LITERATURE REVIEW
Concept of sustainable tourism development
According to MacKenzie and Gannon, (2019), sustainable tourism development is
considering as an effective practice that applicable for all the form of tourism in different type of
destinations. In this, sustainability also refers to the environmental, socio-cultural and economic
aspects of tourism development that is effective and suitable in managing balance between all the
aspects in order to attain long term sustainability. In relation to this, sustainable tourism needs to
includes optimal use of all the environmental resources that includes key elements within the
tourism development. It also maintaining essential ecological process that help to conserve
natural heritage and biodiversity. Now a day, sustainable tourism is popular that is required the
informed participation of all the stakeholders along with strong political leadership in order to
ensure the wide participation. Along with this, it also maintains a high level of tourist satisfaction
that contributes in improving the meaningful experience to the tourists. In addition to this, it is
also may assist in raising their awareness on the basis of sustainability issues. This is the reason
that promoting sustainability within the tourism is important for improving economic condition
by generating employment to the local people.
2

Different ways by which TUI can promote sustainable tourism
According to Cheung and Li, (2019), it is important for business organization to promote
sustainable tourism as it help in improving the economic condition and at the same time also
improve living standard of local people. In this context, there are some different ways that can be
used by company to promote sustainable tourism like go green at hotel, reduce carbon footprint,
include sustainable tourism alternatives, take care of heritage places, support community based
tourism and initiatives, use reusable bags, respect the practices of local people and many more.
All these are directly contributing in promoting sustainable tourism within the nation.
Sustainable tourism, one that establishes a suitable balance between the environmental,
economic and socio-cultural aspects of tourism development, plays an important role in
conserving biodiversity. The United Nations World Tourism Organisation defines sustainable
tourism as, “tourism that meets the needs of present tourists and host regions while protecting
and enhancing opportunity for the future. Rather than being a type of product, it is an ethos that
underpins all tourism activities. As such, it is integral to all aspects of tourism development and
management rather than being an add-on component. The objective of sustainable tourism is to
retain the economic and social advantages of tourism development while reducing or mitigating
any undesirable impacts on the natural, historic, cultural or social environment. This is achieved
by balancing the needs of tourists with those of the destination.”
Why tourism matters?
• 10% of Global GDP (direct, indirect & induced impact.)
• The industry is responsible for 235 million jobs around the world.
• Main source of income for many developing countries.
According to Mary Norton, (2020), when people travel new places, often just flit by, hardly
taking in the faces & scenes they pass- new restaurants, heritage scenes, art galleries, temples
and so on. Some have been there forever but visitors just passed through them after quick peek,
probably will never see them again. The places people visit are home for the other people who
live and work there. When company is the host as all like to show off what they have. But when
visitors leave company can hope they have cleaned up after themselves and taken only good
memories. If people are good tourists and try to make better wherever they go a little better
during their visits or try leave the place as it, when they arrived. In relation to this, there are
different ways that company can use to promote sustainable tourism are:
3

Reduce environmental impact: this could involve providing conservation resources to the
tourists for the environment that they are visiting or promoting sustainable activities such as
cycle tours; audit helps to know the place better.
Encourage Tourists: Encourage them to reduce waste and take their rubbish with them. Reduce
own rubbish by using electronic check in management system rather using print resources.
Economy of local communities: By ensuring of using local guides, taxi facilities, eating at
locally owned restaurants and staying locally owned accommodation etc. keeping the profit for
the community so they can prosper too.
Importance of sustainable tourism development in inviting large number of tourist towards
the company
According to Kebete and Wondirad, (2019), sustainable tourism is a concept that helpful
for development of economy by generating employment opportunities to local people that
directly contributes in improving their living standard. It is not only providing assistance to
travellers but also for beneficial for local communities. As it also creates positive impact over the
community by reducing the negative impact on environmental aspects. Thus, it is important to
maintain all the factors and practices that directly contributes to the quality of environment on a
long term basis. Sustainable tourism address travel Eco- friendly or calling it as nature based
tourism. Sustainability tourism is based on three dimension; Economic, Socio-cultural and
environmental. Sustainability in tourism is meeting the needs of today's and at the same time
maintaining and protecting nature and tourist’s destination and increase the prospectus of
sustainability in future.
According to The World Commission on Environment and Development, “Sustainable
Development is the development that meets the needs of the present without compromising the
ability of future generations to meet their own needs.
The definition has two concepts within it
 The concept of ‘needs’, especially the needs of the poor.
 Ability to meet the present and future needs.
Basically, when we talk about sustainable development, the present generation, that have
inherited a certain amount of ecology and environment surrounding in terms of land, water, and
air; when we leave it to the next generation, we should leave it at least in the same condition, of
4

not in a better condition than what we inherited. This is the sum and substance if sustainable
development, putting it in elementary terms.”
Company with sustainable tourism developments highlight the human welfare the company
respects the local community and their customs and traditions. Using local language to connect
with people influence the cultural respects for each other.
The company ensure viable, long-term economic operations, providing socio-economic
benefits to all stakeholders that are fairly distributed including stable employment and income-
earning opportunities and social services to host communities, and contributing to poverty
alleviation. In addition to this, organization make optimal use of environmental resources that
constitute a key element in tourism development, maintaining essential ecological processes and
helping to conserve natural heritage and biodiversity.
Company with a vision of reduction of over-consumption and waste avoids the costs of
restoring long-term environmental damage and contributes to the quality of tourism have ensure
the tourists attractiveness. Also company with conservation and sustainable use of resources-
natural, social and cultural is crucial for make long term business sense. Company encourage
working of local communities, organisations, institutions as essential part and to work alongside
each other to eliminate potential conflicts and can protect the interest of each. Along with this,
company provide marketing strategies with full and precise, information with any new policies
regarding the industry to make sure fair working with its stakeholders.
The above techniques company ensure its authenticity of working with different working
groups as well as take care of tourists to make them aware. Company to try to imprint the culture
the tourists may visit so that they can take good memories and sustainability effects their life too.
P2 Appropriate research methods and approaches to primary and secondary research
It is an important section of undertaking an investigation because it provides framework
in which investigator collect information towards the particular area of research. It includes
various tools and techniques that help in gathering reliable data. Thus, it is significant for
researcher to select an effective method for undertaking research as it provides support in
analysing detailed and authentic information. With the assistance of this, researcher can easily
take right decision and at the same time also draw a valid conclusion to make overall research
more authentic and reliable as well.
5

 Data choice: There are various methods and techniques that can be used by researcher to
collect data on the basis of specified research topic and area. It can be classified on the
basis of two types such as qualitative and quantitative research. For undertaking current
research activities, researcher will opt quantitative research that provide measurable
information towards the particular area of interest (Kim, Whitford and Arcodia, 2019).
By this, investigator can take right judgement and also draw a reliable conclusion to
make overall researcher more effective.
 Research approach: At the time of undertaking research, it is referring to the plan and
procedure that includes detailed methods of collecting data, analysis and interpretation.
Mainly, it is based on the nature of research issue that help in analysing actual impact of
the variables. In this regards, there are two type of research approaches such as inductive
and deductive (Sangchumnong, 2018). According to this research, deductive research
approach is an effective as it is based on the developing hypothesis and then collect and
analysing data towards the research. By using this, researcher can measure the data to
drawing a valid decision.
 Research philosophy: There are two type of philosophies such as interpretivism and
positivism that used in undertaking research activities. As per current investigation,
researcher will have applied interpretivisim research philosophy as it based on the
principles in which researcher perform a particular role in observing the viewpoints of
social world.
 Data collection: It is considering as an important process of collecting data from various
sources with the aim of generating reliable outcomes. It is classified on the basis of two
methods such as primary and secondary method of data collection. Both are appropriate
for undertaking this research in which primary method help in preparing structured
questionnaire that includes various close-ended questions asked from selected sample
size in order to understand their view point son the basis of research topic. On the other
side, secondary method of data collection is also effective in which researcher carry out
literature review that based over the view of different authors on the basis of specified
topic. Mainly, it includes different sources such as books, journals, articles, newspapers
and many more.
6

 Sampling: It is a procedure of selecting sample size from the larger population with the
aim of collecting authentic information directly from respondents. In this regards, there
are two type of sampling techniques such as probabilistic and non-probabilistic. In order
to select right sample size for current investigation, probabilistic sampling technique will
be applied by researcher in which respondents are selected as per random basis and also
get equal chances to be selected (Goffi, Cucculelli and Masiero, 2019). With the
assistance of this method, investigator select 50 respondents as a sample size who have
enough knowledge about the specified research topic.
TASK 2
P3 Primary and secondary research using appropriate methods for a tourism research project that
consider costs, access and ethical issues 100
It is important to investigation to select an appropriate method for undertaking research
activities in an effective manner. This can be beneficial for researcher to attain positive and
reliable results at the end of the investigation. In relation to this, there are various methods and
techniques which applied by researcher at the time of undertaking entire research activities in an
appropriate way.
Cost: At the time of undertaking research activities, it is important for investigator to
manage enough fund so that each and every activities of an investigation can be done
successfully (Della Volpi and Paulino, 2018). Without proper fund, research cannot be able to
carry out an investigation as it creates issues in collecting data and information towards the
selected topic and research area. With the help of proper fund, investigator can develop a valid
study and attain reliable end outcomes.
Access: In an investigation, proper accessibility of data is crucial for researcher as it assist
in acquiring authentic data on the basis of specified research topic. Thus, researcher is
responsible for having rights to access all the sites and sources so that reliable data and
information can easily have gathered in an investigation.
Ethical issues: It is important for researcher to undertake research activities in an ethical
way so that they can easily attain positive and reliable results within the study. As ethics play a
significant role in each and every research because it helps investigator to eliminate the
possibilities of arising any kind of issue in collecting data (Edgell Sr, 2019). For attaining the
7

same, investigator needs to follow all the ethical principles such as informed consent, data
protection, confidentiality, respect for person and many mores. All these are effective in
executing research activities in effective way that contributes in improving the chances of
attaining reliable data.
P4 Appropriate analytical tools analyse research findings and data
It is significant to analyse all the collected data with the aim of aim drawing a valid
conclusion at the end of the investigation. Mainly, data analysis is a technique that used to
analyse information with the help of analytical technique (Gazzola and et. al., 2018). In this
context, frequency distribution is an appropriate technique that will be applied by researcher to
attain valid and authentic results. Along with this, investigator also make a frequency table that
help investigator in analysing data. This will contribute in attaining valid outcomes within an
investigation.
Questionnaire
Q1) Do have any idea about sustainable tourism development?
a) Yes
b) No
Q2) According to you, promoting sustainable tourism help company in improving their
performance?
a) Yes
b) No
Q3) What are the importance of promoting sustainable tourism for TUI?
a) Capturing visitors’ attention
b) Improve brand image
c) Increase profitability
Q4) As per your view point, what are the effective ways that TUI can use to promote
sustainable tourism?
a) Reduce Carbon foot print
b) Use latest technology
c) Use eco-friendly products
Q5) What impact sustainable tourism development put over the economy condition of UK?
8

a) Positive
b) Negative
c) Neutral
Q6) What are the issues faced by company in promoting sustainable tourism development?
a) Loss of biodiversity
b) Energy consumption
c) Climate change
Q7) How sustainable tourism assist in enhancing economy growth of UK?
a) Invite huge visitors
b) Eliminate impact over environment
c) Generate quality employment opportunities
Q8) According to you, what are the effective ways that could be applied by company to
overcome from the issue of sustainable tourism development?
a) Go green at hotel
b) Take care of heritage places
c) Support the real local economy
Q9) Does promoting sustainable tourism help in inviting large number of visitors towards
company services?
a) Yes
b) No
Q10) Suggest the alternative ways to promote sustainable tourism in improving
organizational performance.
Frequency table
Q1) Do have any idea about sustainable tourism development? Frequency
a) Yes 40
b) No 10
Q2) According to you, promoting sustainable tourism help company in
improving their performance?
Frequency
a) Yes 30
9

b) No 20
Q3) What are the importance of promoting sustainable tourism for
TUI?
Frequency
a) Capturing visitors’ attention 20
b) Improve brand image 20
c) Increase profitability 10
Q4) As per your view point, what are the effective ways that TUI can use
to promote sustainable tourism?
Frequency
a) Reduce Carbon foot print 20
b) Use latest technology 15
c) Use eco-friendly products 15
Q5) What impact sustainable tourism development put over the
economy condition of UK?
Frequency
a) Positive 30
b) Negative 15
c) Neutral 5
Q6) What are the issues faced by company in promoting sustainable
tourism development?
Frequency
a) Loss of biodiversity 20
b) Energy consumption 15
c) Climate change 15
Q7) How sustainable tourism assist in enhancing economy growth of
UK?
Frequency
a) Invite huge visitors 15
b) Eliminate impact over environment 20
c) Generate quality employment opportunities 15
Q8) According to you, what are the effective ways that could be applied
by company to overcome from the issue of sustainable tourism
development?
Frequency
a) Go green at hotel 20
b) Take care of heritage places 15
10

c) Support the real local economy 15
Q9) Does promoting sustainable tourism help in inviting large number
of visitors towards company services?
Frequency
a) Yes 40
b) No 10
Theme 1: Idea about sustainable tourism development
Q1) Do have any idea about sustainable tourism development? Frequency
a) Yes 40
b) No 10
Interpretation: Sustainable tourism one the establishes a suitable balance between the
environmental, economic and socio-cultural aspects of tourism development and plays an
important role in conserving biodiversity It attempts to minimize its impact on the environment
and local culture so that it will be available for future generations, while contributing to generate
income, employment, and the conservation of local ecosystems. By doing so, sustainable tourism
maximizes the positive contribution of tourism to biodiversity conservation and thus to poverty
reduction and the achievement of common goals towards sustainable development. In the above
question 40 respondents out of 50 do have knowledge about Sustainable tourism development.
11

As tourism effect all the aspects of environment. Sustainable tourism also maintains a high level
of tourist satisfaction and ensure a meaningful experience to the tourists, raising their awareness
about sustainability issues and promoting sustainable tourism practices amongst them. On the
other side 10 respondents do not possess any knowledge about sustainable tourism development.
Theme 2: Promoting sustainable tourism help company in improving their performance
Q2) According to you, promoting sustainable tourism help company in
improving their performance?
Frequency
a) Yes 30
b) No 20
Interpretation: As per the question, 30 respondents agree with the statement that promoting
sustainable development can improve company's performance as this create pressure on
company to implement the idea at their best so that value can be establish. Visible efforts need to
be made to be successful at sustainable tourism. This will push company to perform as per the
parameter they set and improve their overall performing. On the other hand, 20 respondents
disagree with the statements, sustainable tourism may not be helpful in improving performance
as the may lost focus on quality of service for their customers, after all customers have paid
money for their leisure time. So losing concentrate on actual service can lead to
underperformance of the company.
Theme 3: Importance of promoting sustainable tourism for TUI?
12

Q3) What are the importance of promoting sustainable tourism for
TUI?
Frequency
a) Capturing visitors’ attention 20
b) Improve brand image 20
c) Increase profitability 10
Interpretation: Through promotion of sustainable tourism development company not only
promote the concern for the environment but also engaging its customer towards this path. In the
era of global concern this automatically increases its importance for everyone; whether a
company or any individual. In the above question the respondents 20 out of 50 feel that company
capturing visitor’s attention which is positive side for both as this increase awareness towards
nature and things to avoid which are harmful for the nature also. The promotion of sustainable
tourism has significantly have been able to draw the concern of everyone towards nature and
help to realise its importance. Respondents 20 thinks that through sustainable tourism
development company is improving its brand image. Through increasing brand image company
can grow and can implement the sustainable tourism at large level and can connect people at
large. On the other side 10 respondents feel as this increase the company's profitability through
promoting sustainable tourism development. Most of the people feel these techniques as a
strategy of company not as a change or concern for environment. Though this promotion works
in both ways, concern and profit respectively.
13

Theme 4: Effective ways that TUI can use to promote sustainable tourism
Q4) As per your view point, what are the effective ways that TUI can use
to promote sustainable tourism?
Frequency
a) Reduce Carbon foot print 20
b) Use latest technology 15
c) Use eco-friendly products 15
Interpretation: As per the question with personal point of view company can use different
effective ways to promote sustainable tourism. Reduction in CO2 emission, using of eco-friendly
products, increase the use of technologies etc. may help to increase the promotion of company
towards sustainable tourism. In the above question 20 out of 50 respondents feel using less
carbon emission mode of techniques can create a new wave to avoid pollution. Since people are
now more concern for environment and the harmful effects from carbon. Whereas 15
respondents think that using latest technologies or upgraded technologies may help in increase
the promotion of sustainable tourism development. As people want smooth and hassle free work
with less interaction for their tour and travel. Remaining 15 people think that using of eco-
friendly products can help in promotion of sustainable tourism as this shows the empathy of the
company towards environment. Which can be an easy promoting tool and also accessible for the
company too.
Theme 5: Impact sustainable tourism development put over the economy condition of UK
14

Q5) What impact sustainable tourism development put over the
economy condition of UK?
Frequency
a) Positive 30
b) Negative 15
c) Neutral 5
Interpretation: The sustainable tourism development in any country have large impact over the
country, the impact has three sides i.e. one the positive side, second the negative side and third is
the neutral. Since tourism play great role in economy as this is the one of the major source of
income and employment generation. According to the question impact on economic condition of
UK; as developed nation feel positive about the idea of sustainable tourism development.
Respondents 30 out of 50 feel positive about the economic condition of UK, as this have
contributed towards increase in diverse employment opportunities, support of cultural
authenticity and natural assets, support infrastructure related development and maintenance,
opportunities for innovative small- scale businesses etc. Despite tourism’s clear potential as a
driver for positive change, it is widely accepted that rapid or unplanned tourism growth can
result in a range of negative impacts. As from above response 15 respondents feel the negative
side of economic condition like, overcrowding and congestion of tourism-related infrastructure,
often referred to as over- tourism or unbalanced tourism, can lead to the degradation of natural
and historical sites, monuments, landscapes and public spaces. This in turn can lead to a loss of
15

identity and authenticity for destinations, a negative affect sometimes experience. Whereas 5
respondents feel neutral about the economic condition UK as they neither feel any negative side
or any positive side of it.
Theme 6: Issues faced by company in promoting sustainable tourism development
Q6) What are the issues faced by company in promoting sustainable
tourism development?
Frequency
a) Loss of biodiversity 20
b) Energy consumption 15
c) Climate change 15
Interpretation: It is not always easy for company to promote sustainable tourism development
as this may face issues related while promoting sustainable tourism development as tourism
industry include al socio- cultural aspects to economy of any country. The current situation of the
world affects the promotion of sustainable tourism these are like, energy consumption, climate
change, loss of bio diversity. According to responses 20 out of 50 respondents feel loss of
biodiversity is big problem while promoting sustainable tourism development since Tourism,
especially nature tourism, is closely linked to biodiversity and the attractions created by a rich
and varied environment. It can also cause loss of biodiversity when land and resources are
strained by excessive use, and when impacts on vegetation, wildlife, mountain, marine and
coastal environments and water resources exceed the carrying capacity. This loss of biodiversity
16

in fact means loss of tourism potential. On the other hand, 15 respondents feel energy
consumption is another emerging issue that effect the sustainable tourism development. Apart
from this, remaining 15 respondents think climate change is the issue while promoting
sustainable tourism development as tourism is closely linked to climate change. Tourism
involves the movement of people from their homes to other destinations and accounts for about
half of traffic movements; rapidly expanding air traffic contributes the production of CO2.
Theme 7: Sustainable tourism assists in enhancing economy growth of UK
Q7) How sustainable tourism assist in enhancing economy growth of
UK?
Frequency
a) Invite huge visitors 15
b) Eliminate impact over environment 20
c) Generate quality employment opportunities 15
Interpretation: Through sustainable tourism company offer new methods to attract visitors and
to its stakeholder this not only create different opportunity for company but also enhance the
economic growth. From above 15 out of 50 respondents think in UK, sustainable tourism has
help in increasing economy by inviting huge visitors as these visitors have created new
employment opportunity, leading to new ways to perform related work, increase in infrastructure
and new facilities etc. On the other hand, 20 respondents think that sustainable tourism has
potential to create beneficial effects on environment by contributing to environmental protection
17

and conservation. It’s a way to raise awareness of environmental values and it can serve as a tool
to finance protection of natural areas and increase their economic importance thus eliminate
impact over environment. This also generate quality employment opportunities at different level.
15 remaining respondents think that, sustainable tourism have open the door for innovation
through encouragement and making realise the environment importance and its role in different
aspects of human life.
Theme 8: Effective ways that could be applied by company to overcome from the issue of
sustainable tourism development
Q8) According to you, what are the effective ways that could be applied
by company to overcome from the issue of sustainable tourism
development?
Frequency
a) Go green at hotel 20
b) Take care of heritage places 15
c) Support the real local economy 15
Interpretation: It is significant for company to adopt appropriate ways to handle all the
challenges that arises at the time of promoting sustainable tourism development. In relation to
this, respondents 20 out of 50 think that ensuring go green at the hotel can help with the idea of
sustainable tourism development. Things like avoid unnecessary use of AC, lights, heater etc.
and always make sure to turn off all electronic items after leaving room. Other recycling
18

programs like not use plastic carry bags, using paperless modes of receipts, avoid frequent use of
plastic water bottles etc. can be applied by company to overcome with the problem. On the other
side 15 respondents feel that by taking care of heritage place, company through effective
promotion can encourage visitors to take care of them and respect the ancient art that represent
the history and the work. Remaining 15 respondents feel by supporting the local economy
providing balanced, diversified economy, long term benefit for the local community and their
business can help company to cope with the issue of sustainable tourism development.
Theme 9: Promoting sustainable tourism help in inviting large number of visitors towards
company services
Q9) Does promoting sustainable tourism help in inviting large number
of visitors towards company services?
Frequency
a) Yes 40
b) No 10
Interpretation: In the above question, 40 out 50 respondents are positive about company's
sustainable tourism which help in inviting large number of visitors. Because people are more
concern for global issues and how they impact the living of the human on the earth. Through
sustainable tourism and companies who offer same concern by making optimal use of
environmental resources that constitute the key element in tourism development, maintaining
essential ecological processes and helping in conserve natural heritage and biodiversity. Ensuring
19

viable, long term economic operations, providing all socio- economic benefits to all stakeholders
that are fairly distributed. Company respects the socio- cultural authenticity of host communities,
conserve their built and living cultural heritage and traditional values etc. On the contrary 10
respondents are negative about that sustainable tourism does not help in attracting visitors as
some tourists give more importance to luxury and self-satisfaction with paid money rather than
care for environment or understanding the need of the current situation.
TASK 3
P5 Research outcomes in an appropriate manner for the intended audience
As per discussed primary and secondary methods it is analysed that sustainable tourism
development is a procedure of minimising the negative impact over the environment and at the
same time it also supports local culture or people by providing them employment. This will
directly contribute in improving their living standard that put positive impact over the economic
growth of the nation. Along with this, it is also significant for business to promote sustainability
tourism so that large number of visitors get attracted towards its services. With the assistance of
this company can easily generate larger profitability and also improve its positive brand image.
In addition to this, Company also face various issues related with sustainable tourism
development like waste production, reduce carbon foot print, Eco-friendly products and so on.
These will put negative impact over the company and its performance because due to this
customer does not influenced to connect with company and its services. For this, travel company
can promote sustainable tourism development with the aim of protecting environment impact and
at the same time also generate employment opportunities to local people. With the assistance of
this, firm can have established its competitive image and also generate larger profitability by
promoting sustainable tourism.
TASK 4
P6 Reflect on the effectiveness of research methods applied for meeting objectives of the
hospitality research project
I am great full to take opportunity of undertaking current research that is based on the ways
of promoting sustainable tourism development and its importance in increasing tourist. This
research provides wider scope to me in improving my research skills and knowledge. Along with
this, I have used various methods and techniques for collecting reliable and authentic information
20

that helped me in drawing a valid conclusion at the end of the study. As, I have used primary
method for acquiring data by preparing a structured questionnaire that consist various close-
ended questions that asked from selected respondents in order to understand their view points
towards the particular research topic. Along with this, I was also face various issues in
undertaking research activities related with in appropriate time and fund. This will put negative
impact over the end results of study. In order to overcome from these issues, I have used Gantt
chart as it is graphical representation that shows all the activities along with stipulated time
frame. This can be beneficial in eliminating the chances of arising any kind of issues and at the
same time also complete the research activities in minimum period of time.
P7 Alternative research methodologies and lessons learnt in view of the outcomes
In order to undertake research activities, there are various methods and techniques that
researcher is used for collecting data and information on the basis of specified topic. For current
investigation, researcher have used questionnaire in which various close-ended questions are
asked from different respondents. On the other side, as an alternative research methodology
interview is an effective technique to gather reliable data and information on the basis of
specified research area. As, it includes various open ended questions asked from selected
respondents. With the assistance of this, researcher can easily attain reliable and authentic
outcomes at the end of the investigation.
CONCLUSION
As per above mentioned research it is summarised that sustainability is considered as an
important aspect that focus on making a low impact over the environment and local culture. As it
also assists in generating future employment for people in order to improve their living standard.
Along with this, the positive side of sustainable tourism is to make sure that development is
related with the positive experience for local culture sand people as well. Thus, it is important for
organization whose operate their business in tourism industry to ensure about use of natural
resources, encourage local communities and at the same time also reduce negative impact over
the environment. In addition to this, company also use various effective ways or techniques such
as Eco-friendly products, use of latest technology, reduce the use of carbon foot print and many
more. With the help of these techniques and initiative company can improve their brand image at
market place and at the same time also invite large number of customers towards its services. In
21

addition to this, increasing number of tourists is also beneficial for economy in improvising its
condition and make it more strong. It also contributes in improving infrastructure, increase
revenue within economy. Apart from this, there are some issues and challenges that organization
is facing at the time of promoting sustainability in tourism like loss of biodiversity, waste
production, huge energy use, greenhouse gas emission and expensive water consumption and so
on. These issues are put negative impact over the organizational performance at market place.
Therefore, it is important for travel company to overcome from these issues by using appropriate
ways and alternatives. This will directly contribute in increasing the possibilities of attaining
positive and competitive image of company at wider market place.
22

REFERENCES
Books and journals
MacKenzie, N. and Gannon, M. J., 2019. Exploring the antecedents of sustainable tourism
development. International Journal of Contemporary Hospitality Management.
Cheung, K. S. and Li, L. H., 2019. Understanding visitor–resident relations in overtourism:
Developing resilience for sustainable tourism. Journal of Sustainable Tourism, 27(8),
pp.1197-1216.
Kebete, Y. and Wondirad, A., 2019. Visitor management and sustainable destination
management nexus in Zegie Peninsula, Northern Ethiopia. Journal of Destination
Marketing & Management, 13, pp.83-98.
Kim, S., Whitford, M. and Arcodia, C., 2019. Development of intangible cultural heritage as a
sustainable tourism resource: the intangible cultural heritage practitioners’
perspectives. Journal of Heritage Tourism, 14(5-6), pp.422-435.
Sangchumnong, A., 2018. Development of a sustainable tourist destination based on the creative
economy: A case study of Klong Kone Mangrove Community, Thailand. Kasetsart
Journal of Social Sciences.
Goffi, G., Cucculelli, M. and Masiero, L., 2019. Fostering tourism destination competitiveness in
developing countries: The role of sustainability. Journal of cleaner production, 209,
pp.101-115.
Manzoor, F., Wei, L. and Asif, M., 2019. The contribution of sustainable tourism to economic
growth and employment in Pakistan. International journal of environmental research
and public health, 16(19), p.3785.
Eusébio, C., Vieira, A. L. and Lima, S., 2018. Place attachment, host–tourist interactions, and
residents’ attitudes towards tourism development: The case of Boa Vista Island in Cape
Verde. Journal of Sustainable Tourism, 26(6), pp.890-909.
Della Volpi, Y. and Paulino, S.R., 2018. The sustainability of services: Considerations on the
materiality of accommodation services from the concept of life cycle thinking. Journal
of Cleaner Production, 192, pp.327-334.
Edgell Sr, D.L., 2019. Managing sustainable tourism: A legacy for the future. Routledge.
23

Gazzola, P. and et. al., 2018. Cycle tourism as a driver for the sustainable development of little-
known or remote territories: the experience of the Apennine regions of Northern
Italy. Sustainability, 10(6), p.1863.
Online
Norton, M., 2019. Effective Ways to Promote Sustainable Tourism. [Online]Available through:<
https://wanderwisdom.com/misc/sustainable-tourism-2>.
24

25