Research Project: Sustainability in the Hospitality Industry

This research project examines the crucial role of sustainability within the hospitality industry, with a specific focus on Merlin Entertainments and its operational adjustments during the COVID-19 pandemic. The project investigates the importance of sustainability, analyzing the changes implemented by Merlin Entertainments to ensure long-term survival, and identifies the key challenges faced in achieving sustainability during the pandemic. The research employs a research onion methodology, utilizing a positivism philosophy, a deductive approach, and a quantitative research strategy, including questionnaires and secondary data analysis from various sources. The project aims to determine the impact of sustainability on the organization's ability to maintain strong relationships with customers, the community, and the government. The findings highlight the significance of sustainable practices in enhancing competitiveness, brand image, and the ability to navigate challenging business environments, especially in light of the challenges posed by the pandemic. The research also addresses the challenges in implementing sustainable practices, including restrictions imposed by the government, and the need to adapt to changing circumstances to provide services while ensuring safety and meeting health standards.

Research project
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Research Title:.................................................................................................................................3
Sustainability in the Hospitality Industry........................................................................................3
INTRODUCTION...........................................................................................................................3
Background of the organisation..............................................................................................3
Review of problem/issue........................................................................................................3
Aim and Objectives................................................................................................................3
Rationale for selection of topic...............................................................................................4
Literature Review.............................................................................................................................5
Research Methodology....................................................................................................................7
Data analysis and Discussion.........................................................................................................12
Analysis of collected facts....................................................................................................12
Interpretation of data............................................................................................................14
Conclusion.....................................................................................................................................20
Recommendation...........................................................................................................................21
REFERENCES..............................................................................................................................22
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Research Title:
Sustainability in the Hospitality Industry
INTRODUCTION
Sustainability plays key essential element for hospitality industry as it allows organisation to
undertake use of various sustainable measures to offer their positive contribution towards
community, customers and society (Cerchione, and Bansal, 2020)
Background of the organisation
Merlin Entertainments is conducting its business operations in hospitality sector and offers
wide range of products and services to customers. In order to manage business during Covid-19
Company is required to implement sustainable practices in order to conduct business operations
while assuring positive outcomes.
Review of problem/issue
The organisation selected to conduct present research is Merlin Entertainments which is
dealing in hospitality industry. This organization is facing issues to manage business during
Covid-19 period. It has been observed by Merlin Entertainments that issues related to
implementing sustainable practices are affecting long term growth of organization.
Aim and Objectives
Aim
“To investigate the change inhaled by hospitality industry for their longer survival in
crucial time of COVID-19.” A study on Merlin Entertainments.
Research Objectives
 To determine the importance of sustainability within industry of hospitality.
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 To examine the impact of changes introduced within Merlin Entertainments for gaining
sustainability during pandemic COVID-19.
 To examine the challenges which are faced by Merlin Entertainments in gaining
sustainability during pandemic COVID-19.
Rationale for selection of topic
Present research topic has been selected to accomplish dual perspective that is personal and
professional. In terms with personal it help in evaluating activities that are effective and helps in
development of talents within candidates. This will effectively aid to apply similar techniques in
order to develop my own personality. While in terms with professional manner, this research
help in evaluating change inhaled by hospitality industry for their longer survival in crucial time
of COVID-19. Along with this, it has been evaluated that this research will help me to develop
sound knowledge through which I can develop my professional career. This research will also
help organizational personal to evaluate practices to overcome negative impact of Covid-19 upon
company operations.
Research Questions
 What is the importance of sustainability within industry of hospitality?
 What is the impact of changes introduced within Merlin Entertainments for gaining
sustainability during pandemic COVID-19?
 What are the challenges which are faced by Merlin Entertainments in gaining
sustainability during pandemic COVID-19?
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Literature Review
Importance of sustainability within industry of hospitality
According to the viewpoint of Comfort, (2020), sustainability is an essential factor for hospitality
industry which importance is enhancing on continuous basis. It is essential for entities operating
that services in this industrial sector to understand the importance of sustainability in order to
conduct their business operations in sustainable manner in context with organisations dealing in
hospitality industry (Chen, 2020). It has been identified that these organisations are required to
reduce their spending and wastage in order to provide positive contribution towards
environment. It not only helps them to enhance their long term sustainability but also enhance
their competitiveness as compared to other competitors in respective sector (Niewiadomski,
2020). Sustainability involve number of social responsibility practices as well as environmental
policies through which organisations conducting their business activities in this sector can
support naturally eco system. Furthermore it has been identified that with the help of effectively
contributing towards environment and nature organization in this sector can effectively fulfil
present and future generation needs. According to the analysis it has been identified that there is
a significant impact on the negative manner upon environment due to increase in wastage, poor
air quality index and more (Gustavsson and Larsson, 2020). Thus it is essential for entities in this
sector to undertake significant environmental sustainability practices in order to provide support
to natural resources. It has been identified that government of various countries around world
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forced organisation to undertake use of sustainable practices as it will not only allow industries
to conduct and services for long term period but also allow them to enhance their good well as
well as brand image in market segment (Vaishar and Šťastná, 2020). It is essential for hotels
conducting their operation in hospitality sector to reduce the consumption of water energy and
other sources in order to significantly reduce their energy consumption. For this entities within
the hospitality industry can install energy management system and can fulfil their corporate
sustainable responsibilities in a well defined and effective manner (Yu, 2020). According to the
above mentioned analysis it has been identified that sustainability play a significant role and
active essential factor for organisations in hospitality industry sustainability is playing central
tool that not only allow organisation to maximize their future opportunities but also facilitate
time to maintain strong relationships with customers and community that will significantly in
hands organisation profitability for longer period of time (Yıldırım and Güler, 2020).
Impact of changes introduced within Merlin Entertainments for gaining sustainability during
pandemic COVID-19
According to the viewpoint of Chen, (2020) it has been identified that Coronavirus or covid-19
panda pig significant contribution in hospitality industry in terms of enhancing the importance of
sustainable practices. In order to cope up with the negative impact there are numbers of
sustainable practices being introduced in the business management of Merlin Entertainments
(Galvani, Lew and Perez, 2020). It has been identified that practices to support environment and
society are being implemented within Merlin entertainments in order to gain sustainability during
Covid19 pandemic. These practices not only enhance Merlin entertainments long-term
competitiveness as well as growth in hospitality sector but also allow them to maintain strong
relationship with government, community and customers (Kwok and Koh, 2020). Furthermore, it
has been evaluated that Covid-19 showcased the importance of human life and nature thus it is
important for hotels in this sector to effectively contribute with the help of responsible act and
care in environmental and social well being care (Fennell, 2020). In addition to this it has been
identified that changes that are being introduced by Merlin entertainments significantly enhanced
their competitiveness in a positive manner through which respective organisation enhanced their
brand image in market segment (Berg-Weger and Schroepfer, 2020). Along with this according
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to the analysis it has been identified that sustainable practices also enhanced Merlin
entertainments capability to survive in this competitive business environment and significantly
enhanced its competitiveness in hospitality sector (El-Gohary, 2020). Thus according to the
above mentioned analysis it has been identified that the covid-19 pandemic have significantly
lead towards many changes for hotels or entities hospitality industry (Milojevic and Katsadze,
2020). It is essential for organisation in this sector to work to cuts its environmental footprints in
order to double their social impact (Power, 2020). With the help of many creative practices and
sustainable policies Merlin entertainments conduct responsible sustainable practices towards
customers and environment.
Challenges which are faced by Merlin Entertainments in gaining sustainability during pandemic
COVID-19
As per the viewpoint of Floričić, (2020) Merlin Entertainments has faced number of challenges
in terms of gaining sustainability during Covid-19. Challenges associated to assuring long-term
competitiveness during pandemic experience by Merlin Entertainments. In addition to this it has
been identified that, in order to quickly manage these challenges Merlin entertainments
implement major changes (Lund, 2020). Furthermore, it has been identified that government of
country imposed restrictions that makes management of Merlin Entertainments to change their
decision making process in order to provide facilities related to payment of booking, offering
rate as much less than normal situation and provide enough essential services to customers in
effective manner (Mendes, 2020). Furthermore, management team of Merlin entertainments are
also faced challenges to provide accommodation to guest as per according to the health and
safety standards with new procedures and infrastructures according to new circumstances
(Mackenzie and Goodnow, 2020). Along with it has been underlined Merlin Entertainments
faced challenges related to understanding procedures and guidelines imposed upon tourism
administration which is essential to provide safety to staff and guest at the same time.
Research Methodology
Research methodologies are termed as a technique or tool that investigators undertake in
order to conduct research in a reliable and authenticated manner. In the present research
researcher is selecting the framework which is known as research onion in order to acquire
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relevant research methods in order to make sure that research progression is being done with
authentication and reliable information.
Figure 1Illustration 1: Research onion
Research Philosophy-
Research philosophy involves information which is gathered by researcher in order to
fulfil research objective. There are two types of search facilities that are positivism and
interpretivism. In terms with present research investigator undertake advantage of positivism
research philosophy in order to undertake effective and organised manner to evaluate
information with the help of quantitative data. Main behind using this method is to undertake
scientific method with subjective approach in order to undertake appropriate and accurate steps
to conduct research.
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Research approach-
It is defined as a plan or process that investigator undertakes in order to conduct research in an
effective manner. There are basically forms of research approaches that are Inductive and
deductive (Direction, 2020). To accomplish present research objectives researcher will undertake
use of deductive approach in order to investigate and co-ordinate effectively with positivism
research philosophy. With the help of the researcher aim towards better testing of information
and numeric data as it helps in generalizing research findings in effective manner.
Research strategy-
Research strategy allow investigator to accumulate effective data in a systematic manner.
In terms with present research analysis researcher will undertake use of questionnaire method in
order to acquire information (Direction, 2020). Primary reason to select questionnaire as research
method is that it allowed investigator to acquire first and as well as appropriate information from
respondents another integrated and appropriate manner.
Choices of method-
It is evaluated as information on which investigator want to base their project as to accomplish
desired research objectives quantitative and qualitative are two form of research choice among
which investigator will adopt quantitative research methodology in order to conduct present
research (Krishnamurthy, 2020). This research method will allow investigator to collect reliable
and authenticated information based on statistics and numerical manner. With the help of this
research method, investigator aim towards requiring more accurate data in reliable manner. Main
reason behind using this research method is to acquire information from large sample size that
further provides generalized results.
Data collection and analysis-
It is defined as a strategy through which researcher undertake assemble, confirm and
identify appropriate data associated to the research project. There are two forms of data
collection methods that are primary and secondary. Both of these methods are being undertaken
by researcher in order to accomplish present research. In terms of primary data method
investigator will select 50 respondents (employees) out of the whole work force at workplace. In
context with secondary research investigator acquire information from books, articles and
magazines. Main purpose behind selecting both of the research methodology is to be acquired
first-hand information and more in-depth analysis from various sources.
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Time Horizon
It is termed as time duration within which researcher is required to accomplish research
objectives. Cross-sectional time horizon and longitudinal are two form of time horizon among
which investigator will undertake cross-sectional time horizon as it allow investigator to fulfil
research objectives and proper time frame. With the help of this time horizon methodology,
researcher aim towards collecting and evaluating information and data in specific time frame.
Sampling-
It is defined as a procedure in which researcher undertake use small sample from whole
population in order to acquire their perspectives towards a topic. Non-probabilistic and
probabilistic data sampling are to form of sampling method out of the researcher will take
advantage of probabilistic sampling method in order to draw samples (Niewiadomski, 2020). In
this investigator will undertake use of 50 respondents (employees) in order to acquire
information from them on the laid down research objectives. Primary reason behind selecting
employees as respondents is that they are having in knowledge related to the research project
through which research can be conducted in more effective manner.
Questionnaire
Q1) Are you aware with the concept sustainability in context with hospitality?
a) Yes
b) No
c) Neutral
Q2) According to you, do you think sustainable practices increase profitability of
organisation within hospitality industry?
a) Strongly Agreed
b) Agreed
c) Disagreed
d) Strongly disagreed
e) N/A
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Q3) According to you what are the impacts of changes introduced within Merlin
Entertainments for gaining sustainability during pandemic COVID-19?
a) Increase in brand image
b) More growth opportunities
c) Positive contribution towards community and environment
d) Strong relationship with government
e) Increase in profitability
Q4) As per your view point, what are the challenges which are faced by Merlin
Entertainments in gaining sustainability during pandemic COVID-19?
a) Collectively-financing health services for workforce
b) Regular changes in government guidelines
c) Lack of coordination with workforce
d) All of the above
Q5) As per your opinion what is the most effective strategy to overcome the challenges
that Merlin Entertainments faced in gaining sustainability in the time period of COVID-
19 ?
a) Regular track of standards of care and regulatory concerns
b) Employment‐intensive investments
c) Coordinated and cooperative governance
d) All the above
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Data analysis and Discussion
Analysis of collected facts
Q1) Are you aware with the concept sustainability in context with
hospitality?
Frequency
a) Yes 48
b) No 1
c) Neutral 1
Q2) According to you, do you think sustainable practices increase
profitability of organisation within hospitality industry?
Frequency
a) Strongly Agreed 9
b) Agreed 11
c) Disagreed 12
d) Strongly disagreed 8
e) N/A 10
Q3) According to you what are the impacts of changes introduced
within Merlin Entertainments for gaining sustainability during
pandemic COVID-19?
Frequency
a) Increase in brand image 5
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b) More growth opportunities 25
c) Positive contribution towards community and environment 12
d) Strong relationship with government 8
Q4) As per your view point, what are the challenges which are faced
by Merlin Entertainments in gaining sustainability during pandemic
COVID-19?
Frequency
a) Collectively-financing health services for workforce 13
b) Regular changes in government guidelines 15
c) Lack of coordination with workforce 12
d) All of the above 10
Q5) As per your opinion what is the most effective strategy to
overcome the challenges that Merlin Entertainments faced in gaining
sustainability in the time period of COVID-19 ?
Frequency
a) Regular track of standards of care and regulatory concerns 12
b) Employment‐intensive investments 20
c) Coordinated and cooperative governance 10
d) All the above 8
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Interpretation of data
Theme 1: Concept sustainability in context with hospitality
Q1) Are you aware with the concept sustainability in context with
hospitality?
Frequency
a) Yes 48
b) No 1
c) Neutral 1
Interpretation
According to the above-mentioned graph analysis it has been identified that 48 out of 50
respondents are agreed with the fact that they are aware with the concept of sustainability in
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terms with hospitality. While on the other hand remaining 1 respondents are not aware with the
concept. At last 1 respondent out of 50 goes with the neutral option.
Theme 2: Does sustainable practices increase profitability of organisation within hospitality
industry
Q2) According to you, do you think sustainable practices increase
profitability of organisation within hospitality industry?
Frequency
a) Strongly Agreed 9
b) Agreed 11
c) Disagreed 12
d) Strongly disagreed 8
e) N/A 10
15

9
11
12
8
10
Chart Title
a) Strongly Agreed
b) Agreed
c) Disagreed
d) Strongly disagreed
e) N/A
Interpretation
According to the above given graph it has been determined that 9 respondents out of 50
are strongly agree with the fact that sustainability practices increase overall profitability of
organisation in hospitality industrial segment. While on the other hand remaining 11 respondents
goes with the option of agreed, as according to their view point with the help of sustainable
practices organisations engaged hospitality sector can enhance their profitability. Furthermore, it
has been underlined that 12 respondents out of 50 disagreed with this fact as they did not think
that with the help of sustainable practices organisation within hospitality sector can enhance their
profitability. It has been identified that 8 respondents goes with option of strongly disagreed and
remaining 10 respondents neither agree or disagree with the fact.
Theme 3: Impacts of changes introduced within Merlin Entertainments for gaining
sustainability during pandemic COVID-19
Q3) According to you what are the impacts of changes introduced
within Merlin Entertainments for gaining sustainability during
pandemic COVID-19?
Frequency
a) Increase in brand image 5
b) More growth opportunities 25
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c) Positive contribution towards community and environment 12
d) Strong relationship with government 8
5
25
12
8
Chart Title
a) Increase in brand image
b) More growth
opportunities
c) Positive contribution
towards community and
environment
d) Strong relationship with
government
Interpretation
As per the above given graph it has been identified that 5 respondents out of 50 said that
increase in brand image is a significant impact of change that has been introduced with Merlin
Entertainments to gain sustainability during covid-19 pandemic. While on the other hand
remaining 25 respondents said that more growth opportunity is the major impact of sustainable
practices adopted by Merlin Entertainments during covid-19. In addition to this 12 respondents
said that positive contribution towards community and environment is a significant impact of the
changes that has been introduced by Merlin entertainments in order to gain sustainability in the
time period of covid-19. While at last remaining 8 respondents goes with the option of strong
relationship with government, as with the help of sustainable practices Merlin entertainments
strengthen their relationship with government.
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Theme 4: Challenges which are faced by Merlin Entertainments in gaining sustainability
during pandemic COVID-19
Q4) As per your view point, what are the challenges which are faced
by Merlin Entertainments in gaining sustainability during pandemic
COVID-19?
Frequency
a) Collectively-financing health services for workforce 13
b) Regular changes in government guidelines 15
c) Lack of coordination with workforce 12
d) All of the above 10
13
15
12
10
Chart Title
a) Collectively-financing
health services for
workforce
b) Regular changes in
government guidelines
c) Lack of coordination
with workforce
d) All of the above
Interpretation
According to the above given graph it has been identified that 13 out of 50 respondents
said that collectively financing services for workforce is the major challenge that has been faced
by Merlin Entertainments in terms of gaining sustainability in the time period of Covid-19
pandemic. While on the other hand remaining 15 respondents said that regulate changes in the
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government guidelines are the major challenge that Merlin Entertainments has been faced. While
on the other hand, 12 respondents said that lack of coordination within workforce is one of the
major challenges that Merlin Entertainments faced during covid-19 pandemic in order to gain
sustainability. At last remaining 10 respondents say that all the above mentioned of options are
the major challenges that more in entertainment faced.
Theme 5: Most effective strategy to overcome the challenges that Merlin Entertainments
faced in gaining sustainability in the time period of COVID-19
Q5) As per your opinion what is the most effective strategy to
overcome the challenges that Merlin Entertainments faced in gaining
sustainability in the time period of COVID-19 ?
Frequency
a) Regular track of standards of care and regulatory concerns 12
b) Employment‐intensive investments 20
c) Coordinated and cooperative governance 10
d) All the above 8
12
20
10
8
Chart Title
a) Regular track of
standards of care and
regulatory concerns
b) Employment intensive‐
investments
c) Coordinated and
cooperative governance
d) All the above
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Interpretation
According to the above mentioned graph analysis it has been identified that l2 out of 50
respondents said that regular track of standards of care and regulatory concerns is the most
effective strategy through which Merlin Entertainments can overcome the challenge of gaining
sustainability in the time of Covid-19 pandemic. While on the other hand remaining 20
respondents said that, employment‐intensive investments act as an effective strategy that allows
Merlin Entertainments to overcome the challenges. While on the other hand remaining 10
respondents said that with the help of coordinated and cooperative governments Merlin
entertainments can successfully overcome the challenges that has been faced by them in gaining
sustainability during the time period of Covid-19.Aat last remaining 8 respondents are in the
favour of all the above, as with the help of all the above mentioned strategies Merlin
entertainments can successfully overcome the challenges in a well defined and effective manner.
Conclusion
According to the above mentioned research analysis it has been identified that sustainability
play essential role for organisations conducting their operations in hospitality industrial sector.
Especially during the time period of covid-19 pandemic sustainability turns out to be an
important element for organisation deals in hospitality sector, as its play essential role through
which organisation can not only enhance their corporate image in respective industrial sector but
also allowed them to fulfil present as well as future needs of community and customers in an
effective manner. With the help of undertaking advantage of sustainable practices organisations
that hospitality sector can decrease wastage of energy and consumption of resources in over
excessive way. Furthermore it has been underlined that there were a number of challenges that
organisation can face in terms of gaining sustainability during covid-19 pandemic. Challenges
related to collectively financing health services for workers in order to provide them effective
health care services, regular changes in government guidelines and lack of coordination within
workforce play major roles that can affect organization sustainability gaining practices. However
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these challenges can be effectively overcome with the help of regular track of standards of care
and regulatory concerns, coordinative and cooperative governance and employment intensive
investments. With the help of this organisation can not only maximize their overall growth but
can also assure long-term sustainability in respective industrial sector.
Recommendation
Sustainability plays an essential role especially for organisation those who are conducting
the services and hospitality industry. During covid-19 pandemic government of nearly all the
countries enforced certain guidelines and principles for organisation engaged in this sector to
implement sustainable practices in order to conduct their business operations. In context to this it
has been recommended to Merlin Entertainments to develop and implement strong employment
incentive incentives in order to meet everyday needs and future health challenges of workforce.
It will help them to significantly overcome the challenges that have been presented by covid-19.
In addition to this organisation is also recommended to make sure that there is proper and
effective coordination and collaboration among stakeholders such as government, industry and
Consumers in order to conduct business operations in effective manner. Collaboration act as a
significant key to make progress in business operations. Furthermore it has been recommended
to Merlin Entertainments to effectively undertake strategies in order to make investments in
infrastructure services, health and water services and sanitization in order to overcome the
challenges presented by covid-19. With the help of this organisation can provide high level of
quality care to their workforce through which they overcome the challenges and conduct
business operations in effective manner. Furthermore, it has been recommended to
entertainment to undertake use of robust communication policy with a dedicated communication
team in order to conduct their business operations. Another recommendation to Merlin
Entertainments is that organisation is required to conduct business with ethical and practical
strategies in order to enable fast decision making. It will help company to conduct the functions
in effective manner by overcoming the challenges in effective manner.
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