Research Project: Marketing and Communication in Hospitality

This research project investigates marketing and communication strategies within the hospitality industry, specifically focusing on the case of Belmond and its efforts to promote sustainability. The project employs both primary and secondary research methods, examining costs, access, and ethical considerations. Primary research includes a questionnaire distributed to Belmond employees, while secondary research utilizes existing data and literature. The study analyzes the challenges Belmond faces in marketing and communication, especially during the COVID-19 pandemic, and explores effective approaches like webinars and social media promotions. The research also assesses the significance of sustainability for the hospitality industry and examines the use of analytical tools to interpret the research outcomes, including frequency analysis of questionnaire responses. The project concludes with reflections on the efficiency of the research methods and potential alternative methodologies, providing valuable insights into effective marketing strategies in hospitality.

Research project

Contents
TASK 2............................................................................................................................................1
P3. Conduct primary and secondary research by accepting effective methods for business
research project that examines costs, access and ethical issues...................................................1
P4. Apply effective analytical tools to examine research outcomes...........................................4
TASK 3..........................................................................................................................................11
P5. Communicate outcomes of research in effective manner for the intended audience..........11
TASK 4..........................................................................................................................................12
P6. Reflect on the efficiency of research methods applied for accomplishing objectives of the
hospitality research project........................................................................................................12
P7. Consider alternative research methodologies and lessons learnt by the outcomes.............13
CONCLUSION..............................................................................................................................14

TASK 2
P3. Conduct primary and secondary research by accepting effective methods for business
research project that examines costs, access and ethical issues
Primary research method- The motive of primary research method is to collect data and
answer questions that have not been asked before. Primary research is typically more time taking
and has higher associated costs, so it is in the best interest of a company to only organise primary
research after the gaps in accessible secondary research method have been found out (Krizanova
and et. al., 2019). With the support of primary method of study, the research can collect and
assemble first hand or pure data with the help of different primary sources. It is an in depth
research of facts and evidences by the investigator and it needs going instantly to the source for
one to one communication with the individual like, consumers and prospective customers in the
target market. Usually, primary studies is tailored towards a selected problem and the
information is amassed in the wake of the moment. This leads to greater objective research
findings. The facts accumulated in number one research is examined and interpreted based
totally at the wishes of the business enterprise. Hence, there are very little generalizations that
might not replicate the studies state of affairs.
But there is a bit complexity to conduct primary research as it needs a lot of time, money,
resources and some prior data about the subject. With a view to getting required data, the
investigator has to begin from scratch. The study can be executed through interviews,
questionnaires, observations and many more. This type of studies is also time-ingesting and can
be pretty exhaustive in nature. Data accumulating strategies in number one research frequently
span over lengthy durations of time consequently, this research technique isn't suitable for
addressing urgent issues.
Secondary research method – It is a research method that considers utilising already
existing data. Current information is summarised and gathered to maximise the overall efficiency
o research. Secondary research considers research material published in research reports and
similar documents (Chin, Chin and Wong, 2018). These documents can be made accessible by
public libraries, websites, data acquired from already filled in surveys etc. Some government and
non-government agencies also store information that can be utilised for research purposes and
can be recovered from them.
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The volume of information accessible on a specific area may be overwhelming at the starting of
the secondary research process. This research is less expensive and less time taking process as
data needed easily accessible and does not cost much if extracted from authentic sources.
Secondary information often require little to no fee for human beings to acquire them (Horng and
et. al., 2018). Many books, journals, and magazines may be downloaded without spending a
dime on-line. Books also can be borrowed without spending a dime from public libraries by
means of individuals who do not have access to the net. A minimum expense is related to acquire
data. Although data is readily accessible, credibility assessment must be executed to understand
the authenticity of the data accessible. Researchers spend a lot time surfing thru a pool of beside
the point records before eventually getting the only they want. This is due to the fact the facts
turned into not accrued specifically for the researcher.
Costs- It is a crucial aspect, without it primary and secondary research cannot be organised
in more appropriate and adequate manner. To conduct primary and secondary research, there are
sufficient fund is needed that support in attaining in computing research in developed form and
in given time frame.
Access- This is another tool which can be included by the research in context of determine
for organising this research or study in appropriate manner. In addition to this, the investigator
centres on assembling information and data from representative and their main centre on
gathering and assembling data from representative ad their main centre on gathering data by
using computer system of technology for long time frame. It is considered that this tool or
method is included and provides support to researcher in attaining both studies in effective
manner.
Ethical issues- The significance for researchers to assure that ethical principle are
determined at the time of conducting research process in order to offer or conduct primary or
secondary research. In addition to this, there is different kind of ethical issues in reference of
informed consent and so on. Therefore, it is required to organise a survey in ethical form.
Questionnaire- It is a research instrument including of a series of questions for the aim of
collecting data from representatives. Questionnaires can be thought of as a kind of written
interview. They can be carried out face to face, by telephone, computer or post (Ližbetinová and
et. al., 2019). Questionnaires offer a relatively cheap, rapid and effective way of acquiring large
amounts of data from a large sample of individuals. Data can be collected relatively quickly as
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the investigator would not require being present when the questionnaires were completed. This is
crucial for large populations when interviews would be impractical.
Questionnaire
Q1. Do have understanding about the concept of marketing and communication in
hospitality industry?
(a) Yes
(b) No
Q2. What are the challenges faced by Belmond in relation of marketing and
communication while promoting sustainability during COVID 19?
(a) Managing social media accounts
(b) Lack knowledge about consumers preferences
(c) Ineffectiveness of content marketing
Q3. What are the effective approaches of marketing and communication that can be
considered by the management of Belmond in order to promote sustainability within
hospitality industry?
(a) Conduct webinars to engage customers through zoom calls
(b) Taking proper feedbacks from customer through email or official websites
(c) Make online promotions on social media to attract customers and engage
Q4. What is the use of marketing and communication tools within hospitality sector?
(a) Attract target audiences
(b) Promote sustainability
(c) Create awareness about products and services
(d) Establish an effective position in the market
Q5. What is the significance of developing sustainability for hospitality industry?
(a) Improve brand image
(b) Cost effectiveness
(c) Better consumer experience
(d) Great corporate image
Q6. Do you agree that lack in management of social media account is the key issues which
are faced by Belmond due to marketing and communication when promoting sustainability
during COVID 19?
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(a) Yes
(b) No
Q7. Do you think that taking proper feedbacks from customer through email or official
websites is the key approach which can be used by the administration of Belmond in order
to deal with marketing and communication related issues?
(a) Agree
(b) Disagree
Q8. Are you support that creating awareness about products and services is the main use
and purpose of marketing and communication tools?
(a) Yes
(b) No
Q9. Do you agree that better consumer experience is the main importance of developing
sustainability for hospitality sector?
(a) Agree
(b) Disagree
Q10. Provide suggestions regarding the issues which are faced by Belmond due to
marketing and communication tools while promoting sustainability during COVID 19.
P4. Apply effective analytical tools to examine research outcomes
Theme 1: the concept of marketing and communication in hospitality industry
Q1. Do have understanding about the concept of marketing
and communication in hospitality industry?
Frequency
(c) Yes 30
(d) No 20
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Interpretation- This has been summarised form the above defined information that among the
selected population of 50 people as employees of Belmond, 30 responders are responded that
they are well aware with the concept of marketing. While remaining 20 individuals are replied
that they are not familiar with the concept the conception of marketing and communication in
hospitality industry.
Theme 2: the challenges faced by organisation due to marketing and communication while
promoting sustainability during COVID 19
Q2. What are the challenges faced by Belmond in relation of
marketing and communication while promoting sustainability
during COVID 19?
Frequency
(d) Managing social media accounts 15
(e) Lack knowledge about consumers preferences 25
(f) Ineffectiveness of content marketing 10
Interpretation- From the defined graphical representation, this has been concluded that among
the chosen group of 30 people, 15 individuals are replied that managing social media accounts is
the key obstacle which suffered by respective firm in context of marketing and communication
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when promoting sustainability during COVID 19. Whereas 25 individuals are supported to lack
of knowledge about customers’ preferences is the main problem that is confronted by Belmond
in relation of marketing and communication while promoting sustainability at the time of
COVID 19. While enduring, 10 responders are responded that ineffectiveness of content
marketing is the min challenges which can be suffered by Belmond regarding marketing and
communication during the time of promoting sustainability in COVID 19 pandemic situation.
Theme 3: Approaches of marketing and communication that can be considered by the
management in order to promote sustainability within hospitality industry
Q3. What are the effective approaches of marketing and
communication that can be considered by the management of
Belmond in order to promote sustainability within hospitality
industry?
Frequency
(d) Conduct webinars to engage customers through zoom calls 20
(e) Taking proper feedbacks from customer through email or
official websites
17
(f) Make online promotions on social media to attract
customers and engage
13
Interpretation- It has been summarised from the above defined statistical information that
among the population of 50 workers, 20 individuals are replied that conduct webinars to involve
consumers by zoom calls is the key approach and tool which can be used by company in order to
promote sustainability within hospitality sector. While 17 representatives are replied that taking
proper feedbacks and responses from consumers by email or official website is an effective
marketing and communication approach which can be considered by management in context of
endorsing sustainability within hospitality sector. Enduring, 13 responders are responded that by
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making online promotions on social media in order to get attention and engage consumers, they
can promote sustainability within hospitality.
Theme 4: use of marketing and communication tools within hospitality sector
Q4. What is the use of marketing and communication tools
within hospitality sector?
Frequency
(e) Attract target audiences 12
(f) Promote sustainability 8
(g) Create awareness about products and services 16
(h) Establish an effective position in the market 14
Interpretation- It has been analysed that among the selected population of 50 people as workers
of Belmond, 12 people are replied that communication tools and techniques are mainly used in
attract target audience. Whereas 8 workers are supported to promote sustainability is the main
utilisation of marketing and communication tools within hospitality industry. While remaining
16 people are agreed with create awareness about goods and services are the main use of
marketing and communication techniques in hospitality sector. Enduring 14 employees are
supported to establishment of an effective position of the company in the market is the main use
of communication and marketing tools in hospitality sector. Because by using these techniques,
organisation can create awareness so that people will aware with that and it can get an effective
position in the market place.
Theme 5: significance of developing sustainability for hospitality industry
Q5. What is the significance of developing sustainability for
hospitality industry?
Frequency
(e) Improve brand image 13
(f) Cost effectiveness 15
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(g) Better consumer experience 12
(h) Great corporate image 10
Interpretation- This has been concluded from the above numerical data that among the selected
population of 50 workers, 13 workers are agreed with improve brand image is the key
importance of developing sustainability for hospitality industry. While 15 employees are
supported to cost effectiveness is the main essentialness of improving sustainability in hospitality
industry. Whereas remaining 12 individuals are supported to better consumer experiences as
significance of developing sustainability for hospitality sector. Enduring, 10 people are agreed
with great corporate image is the key importance of developing sustainability for hospitality
industry.
Theme 6: lack in management of social media account is the key issues which are faced due
to marketing and communication when promoting sustainability during COVID 19
Q6. Do you agree that lack in management of social media
account is the key issues which are faced by Belmond due to
marketing and communication when promoting sustainability
during COVID 19?
Frequency
(c) Yes 28
(d) No 22
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Interpretation- From the defined visual representation, it has been summarised from the
selected unit of 50 employees in form of employees of Belmond, 28 workers are agreed with
lack of administration of social media account is the major problem that is faced by respective
organisation due to marketing and communication when promoting sustainability during COVID
19. While remaining 22 individuals are not supported this and viewed that there are several other
issues apart from lack of management of social media account which also affect the business
activities and operations of particular venture due to communication and marketing during
promoting sustainability in COVID 19 situation.
Theme 7: taking proper feedbacks from customer through email or official websites is the
key approach which can be used by the administration order to deal with marketing and
communication related issues
Q7. Do you think that taking proper feedbacks from customer
through email or official websites is the key approach which
can be used by the administration of Belmond in order to deal
with marketing and communication related issues?
Frequency
(a) Agree 26
(b) Disagree 24
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Interpretation-This has been concluded form the defined graphical representation that among
the selected population of 50 employees, 26 people are supported to taking effective feedbacks
from consumer by email or official websites is the main tool that can be considered by the
management of respective firm in context of dealing with marketing and communication
associated problems. While enduring 24 responders are responded that there are number of other
approaches and strategies which are crucial and used by the management of Belmond regarding
management of marketing and communication related complexities.
Theme 8: creating awareness about products and services is the main use and purpose of
marketing and communication tools
Q8. Are you support that creating awareness about products
and services is the main use and purpose of marketing and
communication tools?
Frequency
(c) Yes 30
(d) No 20
Interpretation- From the mentioned graphical representation, this has been concluded that
among the chosen number of 50 people as employees of Belmond, 30 responders are responded
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