The Role of CSR and Brand Awareness: Marriot Hotel, Singapore Report

This report is a dissertation proposal evaluating the role of corporate social responsibility (CSR) and brand awareness in Marriot Hotel, Singapore. The study aims to investigate the impact of CSR and brand awareness on the hotel's profitability, competitive advantage, and expansion in the international market. The research questions explore the concepts of CSR and brand awareness and their specific roles within Marriot Hotel. The proposal outlines the terms of reference, including the objectives, purpose, and expected findings, which suggest that CSR and brand awareness contribute to increased profitability and market expansion, while also acknowledging the challenges of a competitive environment. The methodology includes exploratory and descriptive research designs, employing a pragmatism philosophy and both primary (questionnaires) and secondary research methods. The study will use a deductive approach, focusing on the application of CSR strategies and brand awareness among customers, and will compare the results with previous literature. The timescale and references are also provided, offering a comprehensive overview of the proposed research.

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MARRIOT HOTEL, SINGAPORE

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Table of Contents
Introduction......................................................................................................................................2
Title..............................................................................................................................................2
Research Questions..........................................................................................................................2
Terms of Reference..........................................................................................................................2
Background of context.....................................................................................................................3
Summary of relevant theory............................................................................................................3
Methodology....................................................................................................................................5
Timescale.........................................................................................................................................6
References........................................................................................................................................7

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Introduction
There are many benefits of corporate social responsibility in business in which some of them
includes increasing engagement with the local communities and authorities as well as raise the
status and reputation of the business (Bogetić et al., 2015). This also supports the organization to
increase the brand awareness among the customers. Therefore the present proposal is based on
investigating the role and importance of corporate social responsibility as well as brand
awareness in Marriot, Hotel, Singapore. This study is selected because these are the major
aspects which help the business to gain competitive advantage. In this proposal the research
question, literature review and time scale through which the study is conducted are discussed.
Title
The dissertation proposal describes that the study will be conducted on “Evaluating the role of
corporate social responsibility and brand awareness in Marriot Hotel, Singapore”.
Research Questions
 What is the concept of corporate social responsibility and brand awareness?
 What are the roles of corporate social responsibility and brand awareness in Marriot
hotel, Singapore?
Terms of Reference
The objective of study will be “to investigate the role and importance of Corporate social
responsibility (CSR) as well as brand awareness in Marriot, Singapore”. The purpose of the
study is also to understand the association among the CSR, brand awareness and profitability of
the organization. The primary method will be used for conducting the study because of taking the
opinions from the respondents so that accurate information will be collected about the subject
matter. The expected findings includes that this corporate social responsibility as well as brand
awareness increase the profitability and helps Marriot hotel to expand in international market. It
is because it leads in contributing towards environment, economy and society.

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However, the expectation also defined that study will be investigating that profits of Marriot is
not increasing in same ratio because of more competition and dynamic environment. To
overcome this hotel can invest more on research and development so that hotel can analyze the
external environment and can also understand the needs and requirements of the customers in
effective manner. The study will also be comparing the results with the previous literatures so
that gaps will be identified and accuracy of conducting the study will be maintained.
Background of context
The research proposal describes that the present topic is significant to study because of increase
in competition in hospitality industry of Singapore. The corporate social responsibility as well as
awareness of brand plays a major role in increasing the profitability and productivity of the
organization (Lam & Law, 2019). It also has various other benefits which includes that it leads in
raising the loyalty among the consumers and promote towards economy by providing
employment opportunities (Tsai et al., 2015). Marriott is the well-known hotel which manages
the broad portfolio of the hotels, it was founded in the year 1927, and it operates worldwide and
offer high quality hotels and resorts to the consumers in Singapore (Salvioni, 2016)Therefore, in
the year 2019, it is estimated that hotels has 6,906 number of locations. The purpose of the study
will “to examine the roles of CSR and awareness of brand in Marriot hotel, Singapore”.
The objective is also to investigating the application of CSR in hospitality industry. The analysis
and results of the study will be conducted by adopting appropriate research methodologies. The
study will be focusing on understanding the application of CSR strategies and role of brand
awareness among the customers in Marriot hotel. The study will be conducted because not much
of the study is conducted on this subject matter. It is worth conducting this study because
through this other organization can also take the advantage by developing efficient strategies so
that brand awareness among the customers will be increased.
Summary of relevant theory
The study suggests that Marriot Hotel adopt “shareholder value and business ethics theory of
CSR, it is because Marriot apply various strategies to meet the demand and expectations for
specific social problems (Gürlek et al., 2017). The hotel also provide various services to

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contribute better to the society by offering quality rooms and services at reasonable prices and
organizing various programs for protecting the women. The overall business activities are
conducted by following the concept of fairness, equity as well as human rights (Kim & Kim,
2017). The other shareholder theory applied by the hotel because it results that Marriot increases
the profits by conducting the activities in ethical manner.
Therefore, the present study will focus to understand the outcomes of this theory and effects of
brand awareness it is because Marriot is well-established hotel because of meeting the
expectations of the consumers on time (Salvioni, 2016). These are the factors which arise from
the theory and become important for the research so that this study will be helping the hotel for
the future strategies and policies. Researchers describes that CSR leads in increasing the
expansion of the hotel, it is because estimation describes that presently hotel operates in majority
of the country (Buhalis & Sinarta, 2019).
The study also describes that brand awareness helps the hotel in reducing the cost of Marriott it
is because hotel cannot invest more on marketing. It is due to the reason because status and
reputation of the hotel is already more in the eyes of the consumers (Bogetić et al., 2015).
Researchers describe that through contributing to the economy Marriot provide more job
opportunities and contribute in charity and give donation. This result in increasing the loyalty
among the consumers and helps the hotel to maintain more customers in the long run. Marriot
Hotel earns more revenue because of developing the proper rules and regulations for the
stakeholders so that activities of the business will conduct in ethical manner (Lam & Law, 2019).
The study also describes that role of CSR in Marriot hotel is to maintain good reputation among
the existing consumers of the hotel and also to the operations in the international market (Buhalis
& Leung, 2018). Marriot hotel believe that good publicity in media affects the business in
positive manner because it increase the profitability of the business. Researchers also describes
that CSR makes employee of the organization more productive and reduce waste as well as
reduce the impact of environment (Tsai et al., 2015). Therefore, this result that it supports in
providing environment friendly services to the consumers and increase the efficiency in the
hotel.

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Researchers conducted the study to examine the role and affects of brand awareness in Marriot
Hotel (Miteva, 2018). The study examine that it results in increasing the revenue of the hotel and
increase publicity. Therefore, study also estimated that Marriot Hotel organize “Green Your
Stay” program for the guests and it also find that hotel has already accomplished “Energy Star
Label”. This increase the satisfaction level of the guests towards the hotel because of giving
various quality benefits to the consumers.
Methodology
In the research proposal it is describes that the study will be using exploratory as well as
descriptive research design because data analysis of collected information about Marriot Hotel
will be done through testing and experimentation. The study will also be using “pragmatism
philosophy” of research it is because of involving the employees of Marriot Hotel in collecting
data so that complete information will be collected through participants. The study will be
conducted in Singapore and the deductive approach of research will be adopting while
conducting the study so that appropriate method of collecting and analysis of information about
CSR and brand awareness will be used. The research strategy which researcher will be used is to
adopt both primary and secondary methods.
For the primary method questionnaire method will be adopted that is survey technique will be
chosen to involve all the participants in the study. The study will be adopting random sampling
method by collecting the information from the employees of Marriot Hotel in Singapore. The
questions are administrated by forming the questions regarding the strategies and contribution
done by hotel for CSR and also include questions regarding the significance of brand awareness.
The testing will be done by adopting pilot testing and for secondary method previous literatures
will be reviewed.
The biasness will be eliminated by involving all the employees of Marriott hotel, Singapore
while conducting study to take everyone opinions and ideas regarding the subject matter. For the
data analysis, the sorting of data on excel sheet will be done and testing as well as graphs will be
made to give accurate results. The study will also provide the information by making the
comparison of the study through qualitative approach. The research proposal examines that both
qualitative and qualitative research will be used while performing the study so that data collected

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from secondary and primary method will be tested and compared to make clarity and to achieve
the objective and aim of conducting the research.
Timescale

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References
Bogetić, S., Antić, Z. & Lekić, N., 2015. Analysis of hotel enterprises competitiveness aspects in
modern business. Journal of Engineering Management and Competitiveness, 5(2), pp.90-101.
Buhalis, D. & Leung, R., 2018. Smart hospitality—Interconnectivity and interoperability towards
an ecosystem. International Journal of Hospitality Management, 71, pp.41-50.
Buhalis, D. & Sinarta, Y., 2019. Real-time co-creation and nowness service: lessons from
tourism and hospitality. Journal of Travel & Tourism Marketing, 36(5), pp.563-82.
Gürlek, M., Düzgün, E. & Uygur, S.M., 2017. How does corporate social responsibility create
customer loyalty? The role of corporate image. Social Responsibility Journal , 13(3), pp.409-27.
Kim, S.-B. & Kim, D.-Y., 2017. Antecedents of corporate reputation in the hotel industry: The
moderating role of transparency. Sustainability, 9(6), p.951.
Lam, C. & Law, R., 2019. Readiness of upscale and luxury-branded hotels for digital
transformation. International Journal of Hospitality Management , 79, pp.60-69.
Miteva, N., 2018. Hotel chains entering in international market. International Journal of
Management Excellence, 10(2), pp.1284-91.
Salvioni, D., 2016. Hotel Chains and the Sharing Economy in Global Tourism. Symphonya
Emerging Issues in Management, 2(1).
Tsai, Y.-L., Dev, C.S. & Chintagunta, P., 2015. What's in a brand name? Assessing the impact of
rebranding in the hospitality industry. Journal of Marketing Research, 52(6), pp.865-78.