Marketing and Sustainability: A Study of Marriott Hotels' Practices

This research project examines sustainability within the hospitality industry, using Marriott Hotels as a case study. The introduction provides background information on Marriott, the problem of effectively communicating sustainability efforts, and the research objectives, which include identifying marketing and communication techniques, assessing their importance, and recognizing how they help Marriott achieve its sustainability goals. The literature review explores various marketing and communication techniques such as advertising, sales promotion, and social media, and their impact on brand awareness and customer engagement. The methodology section describes the qualitative and quantitative approaches, research philosophies, approaches, time horizon, and sampling methods used. The study aims to analyze the effectiveness of marketing and communication techniques in promoting sustainability, providing insights into how Marriott can enhance its environmental practices and brand image. The report also discusses data analysis and the significance of the findings in promoting sustainability within the hospitality sector.

Research project
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Contents
Research Title:.................................................................................................................................3
Sustainability in the Hospitality Industry........................................................................................3
INTRODUCTION...........................................................................................................................3
Background of the organisation..............................................................................................4
Review of problem/issue........................................................................................................4
Aim and Objectives................................................................................................................4
Rationale for selection of topic...............................................................................................4
Literature Review.............................................................................................................................5
Research Methodology....................................................................................................................7
Data analysis and Discussion...........................................................................................................9
Analysis of collected facts....................................................................................................10
Research timescale.........................................................................................................................14
Research ethics...............................................................................................................................15
Reflection.......................................................................................................................................16
Recommendation...........................................................................................................................16
Conclusion.....................................................................................................................................17
REFERENCES..............................................................................................................................19
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Research Title:
Sustainability in the Hospitality Industry
INTRODUCTION
Sustainability acts as an essential element for each and every industrial sector. This factor
plays most important role in hospitality industry as with the help of sustainable practices
organisation can enhance their long term sustainability while assuring higher growth and
profitability. It enhances organisations contribution towards society, community, customers and
environment.
Background of the organisation
Marriott hotels are one of the leading full service hotels and resorts offering its services
worldwide. This organisation offers number of high quality facilities and services to customers.
In order to effectively promote sustainability this organisation need to identify certain marketing
and communication techniques in order to serve community and customers better (Chung,
2020).
Review of problem/issue
The problem is to analyse the actual effect of marketing and promotion in communicating the
concept of sustainability in their marketing process.
Aim and Objectives
Aim
“To identify marketing and communication techniques and their effectiveness in promoting
sustainability in field of hospitality.” A study on Marriott hotel.
Research Objectives
 To identify various techniques of marketing and communication used within hospitality
industry.
 To investigate the importance of marketing and communication techniques for hospitality
industry in attaining sustainability.
 To recognize the ways in which marketing and communication techniques that help
Marriott to deal with sustainability (Cerchione and Bansal, 2020).
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Rationale for selection of topic
Each association do their push to draw in clients towards their items or administrations. For that
representatives who are working in a lodging or organization ought to be fulfilled first. There
requests and needs ought to be satisfy first. For the maintainability of any association, there
ought to be proper systems and special techniques that are to be utilized by the lodging or
organization. Marriot have the ability to draw in clients towards their inns since they have
exceptionally overall quite wonderful climate with them. With no contamination, commotion and
less interruption to the clients. Yet, because of this Covid pandemic numerous clients didn't visit
those Marriot. So by this Marriot confronting bunches of challenges and issues. They are
working routinely on the supportability of their association. This will causes them in expanding
manageability among neighbourliness industry (Mzembe and et al., 2020).
Research Questions
 What are the various techniques of marketing and communication used within hospitality
industry?
 What is the the importance of marketing and communication techniques for hospitality
industry in attaining sustainability?
 What are the ways in which marketing and communication techniques that help Marriott
to deal with sustainability?
Literature Review
Various techniques of marketing and communication used within hospitality industry
As per the view point of Chung, (2020) Marketing and communication play key essential role in
any industrial sector. In terms with hospitality industry these techniques provide number of
advantages to the organisations operating their business operations in this industry. It has been
identified that there are number of communication and marketing strategies undertaken by
organisation with and hospitality sector such as advertising, sales promotion, events, direct
marketing, personal selling and interactive marketing (Kamble, Gunasekaran and Gawankar,
2020). These are some of the various effective marketing strategies that have been undertaken by
organisation within the hospitality sector. With the help of these strategies organisation enhance
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their brand awareness within market segment (Pateli, Mylonas and Spyrou, 2020). It is essential
for organisations in this sector to effectively promote their hospitality package deals with the
help of communication in order to effectively target customers in target markets. With the help
of effective packages organisations within this sector attracts customers in order to enhance their
market share and boost market occupancy. In addition to this it has been identified that there are
some certain form of communication technologies used within hospitality industry such as
regular feedback from customers, use of email, social media websites in order to undertake
feedback and use of customer’s direct communication and more. With the assistance of the
effective techniques of communication and marketing organisation within this industrial sector
conduct business operations and provide number of high quality hospitality services and facilities
to customers. Furthermore, it has been underlined that with the assistance of these
communications and marketing strategies entities within these sectors assures long-term
sustainability and high profitability in respective industrial sector.
Importance of marketing and communication techniques for hospitality industry in attaining
sustainability
According to the viewpoint of Bansal, (2020) marketing and communication techniques acts as a
s most important tools and techniques for hospitality industry in attaining sustainability, as with
the help of having effective communication and marketing techniques organisation within this
sector can achieve multiple benefits. Along with is it has been identified that with the help of
taking use of efficient communication and marketing techniques organisation within this
industrial sector can significantly improve customer relationship with the help of taking their
valuable feedback and conveying clear messages to them (Ukeje and et. al., 2020). In addition to
this it has been underlined that with the assistance of excellent communication and marketing
techniques organisations within this sector can significantly enhances get experience while
listening to their concerns and convincing them organization vision that they have towards
sustainability. Furthermore, according to the analysis it has been identified that with the
assistance of efficient communication and marketing skills entities within this sector lead
towards increased in consumer loyalty that eventually increases business profitability and
productivity in a well-defined an effective manner (Asadi and et. al., 2020). It has been identified
that sustainability plays a central role that allow organisation within hospitality sector to reduce
their spending and wastage. It also allows entities to have positive contribution towards
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environment and provide them and benefit to develop public relationship that allowed them to
enhance their competitiveness as compared to other rivals. Thus, it has been identified that with
the help of effective communication and marketing techniques organisation within hospitality
sector can attain sustainability in a well defined and effective manner.
Ways in which marketing and communication techniques that help Marriott to deal with
sustainability
As per the view point of El-Bassiouny, (2020) there number of ways through which marketing
and communication techniques helps organisations to effectively deal with sustainability. It has
been identified that Marriott hotel undertake take different type of sustainable practices such as
use of recycling bin in room promoting, eco-friendly carbon offset program, use of eco friendly
cleaning products, reusable sheets and towels and more. These sustainable practices can be
effectively promoted with the help of strong communication and marketing techniques within
market segment. In this organisation with the help of strong marketing team can clearly convey
about their vision and their benefit towards environment to customers. It significantly allow
Marriott hotel to make customers recognise their achievements. Furthermore, it has been
underlined that with the assistance of effective marketing techniques Marriott Hotel can keep
their customers updated about their sustainable practices (Nurunnabi and et. al., 2020). With the
help of this hotel can enhance their effectiveness and market segment and can promote their
environmental friendly practices with customers (Njoroge and et. al., 2020). With the assistance
of this organisation can enhance that transparency and can convey their sustainable mission to
customers. It will allow Marriott Hotel to improve their strategic partnership and enhance their
brand image within hospitality industrial segment.
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Research Methodology
There are different devices and strategies that are utilized while directing an exploration. The
principle reason for Research procedure is to give valuable and solid data to the customers and to
the business. This examination helps in accomplishing point and destinations of the specialist.
This is helps the financial backer in being successful of the exploration and doing it on the
definite time. Additionally, investigator utilizes different instruments and strategies to
distinguish, evaluate and handling of the information with respect to the examination point.
These devices and strategies are examined beneath:
•Qualitative: Subjective in nature: It addresses as the strategy to examination of insights in a
logical way. Likewise named as statistical surveying that essentially focuses on the getting
wellspring of information. It guarantees the brain research, humanism and humanities that is
finishing dependent on the logical terms. It established that how advance is the circumstance is
and how the issue will be answer as to nature of work. It kind of technique manages the arranged
way that helps the crowd and regulator itself to decide the objective and set of objectives with
appropriate conduct and viewpoint of direction according to indicate subject. In this examination
the examiner utilizing this subjective strategy.
•Quantitative: Objective in nature: It addresses as the strategy to communicate the investigation
of measurable, numerical and mathematical wellspring of strategies by which data ought to be
gathered by numerous techniques like surveys, structures and reviews and impact the
resuscitated information by such strategies. It is most generally utilized strategy for directing
statistical surveying. It named as between the numbers to get anticipating as the period of the
item and administrations that roll out the improvements as indicated by the way. In this
examination the agent utilizing this quantitative technique.
•Research theory: It is the significant system of collecting, analyzes and using the wellspring of
data in regard of errand. As there are by and large two sorts of exploration reasoning like
positivism and interpretivisim. In this examination, both exploration ways of thinking has been
used. These are serving agents for gathering and look at of quantitative information. These idea
doesn't requires maximal time that is additionally contemplated as terms for utilizing positivism
theory yet interpretivisim is some other kind of examination reasoning that may not use in the
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examination. As indicated by the ebb and flow theory, positivism research reasoning is helpful
and critical for scientist.
•Research approaches- Research approaches are the way toward looking at relative information
of exploration. Two methodologies are accessible of examination that is inductive and deductive.
These methodologies are useful to gather the data about the subject of examination. From the
two methodologies, deductive methodology is utilized by the scientist. It clarifies the connection
between the different factors and their ideas. Deductive methodology is utilized in the current
examination then again inductive methodology isn't valuable for the current investigation since it
utilizes subjective information that set aside an excessive amount of effort to gather. In this
examination both exploration approach are utilized by the scientist.
•Time horizon: Time is the main factor or apparatus that is utilized by the specialist in finishing
the venture. This comprise of two methodologies these are cross-sectional and second is
longitudinal. Cross area depends on the genuine circumstance and furthermore center around
finishing tasks and examination on schedule. Longitudinal methodology isn't such a lot of
important on the grounds that it required more opportunity to finish the venture. For this
exploration project cross sectional time skyline is needed by the financial backer (Abutaleb and
El-Bassiouny, 2020).
•Sampling -Sampling is a coordinated way gather test from the entire populace or enormous
gathering. Two methods are by and large use by specialist to choose test such likelihood and
non-likelihood strategies. In the likelihood strategy, there are equivalent opportunities to being
chosen as an example structure complete populace and then again non-likelihood is alluded as a
procedure of inspecting, in which the respondent don't get equivalent possibility of choice. The
two methods have their significance however generally likelihood procedure is utilized by the
scientist to pick test. Since this method can choose test structure enormous populace in less time.
Scientist utilized testing in this report to gather information.
•Data investigation: Data examination is the way toward breaking down data gathered through
essential and optional exploration. In quantitative data, information is gathered through poll and
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recurrence appropriation is finished by the examiner to break down the information. This is
considered as the breaking down strategy which is done in least time-frame. Quantitative
examination can be arch through poll and this requires making of recurrence dispersion.
Data analysis and Discussion
For analysing the topic deeply, the questionnaire has been formed by the researcher which
supposes to get answered by the audience through which necessary interpretation could be made.
This will also help in further taking out the appropriate conclusions and recommendation about
the research topic or question.
The questionnaire is as follows:
Questionnaire
Ques 1. What are the major approaches for the Marriot organisation in conducting their
marketing programs
A. Through digital marketing
B. Through social media marketing
C. Through promotional events
Ques 2. Does these marketing approaches for promoting the sustainability is providing any
effectiveness to organisation?
A. Yes
B. No
Ques 3. Why it is necessary to promote the sustainability development in hospitality
industry?
A. It is something which is demanded by environment
B. It is in trend
C. For social welfare
Ques 4. Why marketing and promotional activity of sustainability development is
necessary for the hospitality industry?
A. To spread welfare in the environment and society
B. For contributing their part in social welfare
C. To educate the customers about their new services or competitive advantage
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Ques 5. Does Marriot company is getting successful in taking the corrective actions for
sustainability development
A. Yes
B. No
C. Cannot say
Analysis of collected facts
Ques 1. What are the major approaches for the Marriot organisation in conducting their
marketing programs?
A. Through digital marketing 15
B. Through social media marketing 10
C. Through promotional events 5
Through digital
marketing Through social
media marketing Through
promotional events
0
2
4
6
8
10
12
14
16
Series 1
Series 1
Interpretation: From the data collected above, it can be observed that out of 30 people or
participants, 15 believes that company performs its marketing and promotional activity through
the use of digital marketing activity. In digital marketing an organisation performs its marketing
activity at the online platform. They make use of SEO’s and other tools through which they
communicate or market their products and services to large number of target population.
Through digital marketing an organisation can targets a large number of populations at a single
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time. Apart from that, 10 participants believe that the company uses the social media marketing
much better for conducting their marketing and promotional activity. The social media marketing
is a method for marketing in which the organisation interacts with customers or followers
through various social media sites. For example, facebook, twitter, instagram, companies own
website and the like. Through this the company is able to build a direct contact with the
followers by interacting them, regular posts, answering their comments and much more. Whereas
5 participants believes that through promotional events the company can performs its marketing
and promotional activities in a much better way.
Ques 2. Does these marketing approaches for promoting the sustainability is providing any
effectiveness to organisation?
Yes 20
NO 10
Yes NO
0
5
10
15
20
25
Series 1
Series 1
Interpretation: From the data collected above, it can be observed that the 20 participants out of
30 believes that these marketing approaches which are adopted by the company are providing the
effectives to company. These marketing approaches include the digital marketing activity, social
media marketing and promotional events. From the total participants 10 people believes that
these marketing and promotional activities are not providing any effectiveness to organisation.
This may be because of inaccessibility of marketing activities in some areas. These areas can be
where the company finds much less profits or not comes in the category of important target. The
other 20 participants believe that the marketing methods are very effective as they successfully
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communicates all the products or services or message which the Marriot company has to offer to
the target market. These target market effectively gets the communication message which the
company communicates to them. This also indicates that the organisation has to adopt more
effective measures and methods so that they can bring up more improvements in their marketing
and promotional activities which can increase its effectiveness for the organisation also.
Ques 3. Why it is necessary to promote the sustainability development in hospitality
industry?
A. It is something which is demanded by
environment
10
B. It is in trend 10
C. For social welfare 10
It is something
which is demanded
by environment
It is in trend For social welfare
0
2
4
6
8
10
12
Series 1
Series 1
Interpretation: From the data collected above, it can be observed that 10 participants out of 30
believe that the company performs the marketing and promotional activity for fulfilling the
demand of environment. While other 10 participants shares the notion that the companies have
adopt its because it is something which is running in a trend. And last 10 participants believes
that company promote the sustainability develop because they fulfils the needs for social welfare
by making or generating an awareness about it.
Ques 4. Why marketing and promotional activity of sustainability development is
necessary for the hospitality industry?
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