Sustainability's Impact on Business Performance & Goodwill: UTC Ltd

This research project investigates the impact of sustainability on business performance and goodwill, focusing on the Ultimate Travel Company Ltd within the UK tourism industry. It aims to enhance the understanding of sustainability, identify its benefits for the company, and explore the challenges faced in ensuring future sustainability. The project employs a deductive approach with quantitative data, utilizing a positivism research philosophy and probability sampling to gather data from 40 managers through questionnaires. The literature review emphasizes sustainable tourism practices, resource conservation, waste reduction, and community involvement. The research methodology also incorporates a Gantt chart for effective time management, ensuring the project's objectives are met within the allocated timeframe. The study seeks to answer key questions about the importance of sustainability in the UK tourism sector and its specific impact on Ultimate Travel Company Ltd.

Research Project
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Research title:...................................................................................................................................3
Introduction......................................................................................................................................3
Rationale..........................................................................................................................................4
Aim..................................................................................................................................................4
Objectives........................................................................................................................................4
Research Questions..........................................................................................................................4
Literature review..............................................................................................................................4
Research methodology.....................................................................................................................5
REFERENCES................................................................................................................................9
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Research title:
Aim: To determine the impact of sustainability on business performance and goodwill of
an organisation: A study on the ultimate travel company ltd
Introduction
Tourism is an important part of our global heritage because it allows us to travel to various
parts of the world, meet people from all walks of life, and learn about new belief systems and
activities. It is generally regarded as a force for good because it provides numerous benefits to
both vacationers and communities. Sustainable tourism is defined as tourism that has more
benefits than drawbacks, particularly in terms of the environment, the economy, and
communities. Truly sustainable and responsible tourism should improve the quality of life in
places where people live as well as visit. While sustainable tourism focuses on creating travel
opportunities that have a low environmental impact and provide positive benefits to destinations
and communities, ecotourism focuses on educating tourists about nature and the environment, as
well as travellers participating in conservation and cultural activities. While ecotourism should
always be sustainable, ecotourism is not the only example of sustainable tourism. This report is
based on a number tasks or activities that will guide the researcher in effectively completing the
entire project. These activities include objectives of this study, a literature review, an appropriate
research method, data analysis techniques, contemplation, and alternative research
methodologies. These are the primary activities that will assist researchers in having effective
and methodically completing their research work.
Title: To determine the impact of sustainability on business performance and goodwill of an
organisation works under tourism industry
Objectives:
 To increase basic understanding about the sustainability along with its importance
for UK tourism industry
 To determine the benefits of sustainability for ultimate travel company ltd in
improvement of their business performance and goodwill
 To identify the challenges that ultimate travel company ltd would face while
ensuring future sustainability
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Rationale
The main project revolves around the concept of sustainability. The primary motivation behind
this investigation is to discover the benefits of sustainability that are encountered by hospitality
organizations at work. The researcher wishes to examine a range of appropriate methods that
hotel managers could employ. This is the primary and preliminary goal of the researcher in
conducting this investigation. Along with this, the researcher's personal motivation for
conducting this research is to improve their own research skills, time management skills, and
communication skills in order to conduct more effective research in the future.
Aim
“To determine the impact of sustainability on business performance and goodwill of
an organisation: A study on the ultimate travel company ltd”
Objectives
 To increase basic understanding about the sustainability along with its importance for UK
tourism industry
 To determine the benefits of sustainability for ultimate travel company ltd in
improvement of their business performance and goodwill
 To identify the challenges that ultimate travel company ltd would face while ensuring
future sustainability
Research Questions
 What is sustainability and importance for UK tourism industry
 Explain the benefits of sustainability for ultimate travel company ltd in improvement of
their business performance and goodwill
 What are the challenges that ultimate travel company ltd would face while ensuring
future sustainability
Literature review
UKinbound is dedicated to promoting sustainable tourism and ensuring that the UK's world-class
tourism offering can be enjoyed for future generations. Sustainable tourism practises aim to
reduce the negative impacts of tourism on individuals, environments, and the environment while
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raising the benefits by: When having to manage and working to develop tourism activities, it is
important to protect natural environments and resources, providing immersive experience that
honour and protect heritage and culture and Tourism activities that provide socioeconomic
benefits to communities. Concern for the environment and promotion of a broader sustainability
agenda are central to UK inbound's professional activities and management. We aim to follow
and promote good sustainability practises, to reduce the environmental impact of all our
activities, and to assist our members in doing the same. Tourism development meets the needs of
current tourism activities regions while also protecting and expanding future opportunities. It is
envisioned that it will spur to the administration of all products in such a way that economic,
social, and visual appeal needs can be met while preserving cultural integrity, essential
ecological processes, biological diversity, and life support systems." While tourism is almost
universally embraced for the benefits it provides, there is a growing recognition that the need to
view tourist money in its situational context, to understand that tourism and the atmosphere are
interconnected, and to work to strengthen the positive relationship between the media, the
climate, and reduce poverty. There are various facts for sustainable tourism which are mentioned
below -
1)Using resources in a sustainable manner. The conservation and sustainable use of resources –
natural, social, and cultural – is critical and makes good business sense in the long run.
2) Reducing waste and overconsumption. Reducing overconsumption and waste saves money on
the costs of repairing long-term environmental damage and improves tourism quality.
3) Preserving biodiversity. Maintaining and promoting natural, social, and cultural diversity is
critical for long-term sustainable tourism and builds a strong foundation for the industry.
4) Incorporating tourism into the planning process. Tourism development that is integrated into a
national and local strategic planning framework and conducts environmental impact assessments
improves tourism's long-term viability.
5) Assistance to local economies. Tourism that supports a diverse range of local economic
activities and recognises real effects
6) Involvement of local communities Local communities' full participation in the tourism sector
not only benefits them and the environment in general, but it also improves the quality of the
tourism experience.
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7) Consultation with stakeholders and the general public. If the tourism industry and local
communities, organisations, and institutions are to work together and resolve potential conflicts
of interest, they must consult.
8) Staff training. Staff training that incorporates sustainable tourism into work practises, as well
as personnel recruitment at all levels, improve the quality of the tourism product.
9) Responsible tourism marketing. Tourism marketing that provides complete and responsible
information to tourists increases respect for the natural, social, and cultural environments of
destination areas and improves customer satisfaction.
10) Conducting research. Continuous industry research and monitoring using effective data
collection and analysis are required to help solve problems and bring benefits to destinations, the
industry, and consumers.
Research methodology
Inductive and deductive research approaches are the two main types of research approaches.
These approaches aid investigators in the analysis of qualitative and quantitative data. The
current study is based on quantitative research, and the deductive approach will be used to
analyse quantitative data in order to save time and money for the researcher. According to the
current investigation, the inductive approach is ineffective because it is entirely based on
qualitative data.
Positive and interpretivist research philosophies are the two main types of research
philosophies. Both are effective, but according to the current study, positivism is more valuable
and useful because it allows investigators to collect, analyse, and use quantitative data in the
shortest amount of time.
Primary and secondary data: Primary and secondary data are two important types of research
that help researchers collect qualitative and quantitative data. Primary research assists
researchers in gathering quantitative data through the use of questionnaires. Secondary research,
on the other hand, assists investigators in gathering secondary data from various sources such as
books, magazines, articles, and so on. According to the current investigation, a questionnaire will
be used to help gather reliable data from respondents.
Sampling: Probability and non-probability are two sampling techniques that aid researchers
in determining sample size. To determine sample size for the current study, probability sampling
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was chosen because it aids in the selection of samples on a widespread basis while also requiring
the least amount of time and effort from the investigator. The 40 managers will be chosen using
probability sampling.
Methods and process of research: There are two types of research methodologies:
quantitative and qualitative. These are the primary types of investigations that assist investigators
in gathering valid and reliable information (Ciocoiu, 2018). Quantitative methodology is more
important and valuable for conducting this research because it allows for the provision of
numerical and reliable information about gender equality and its impact on business
performance. On the other hand, qualitative research is unsuitable for current investigations
because it requires more time and resources from an organisation or researcher.
Time horizon: A Gantt chart is a time - management tool that will be used by researchers to
manage the time spent on each activity (Collison and Marchesseault, 2018). These activities are
depicted graphically.:
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REFERENCES
Books and Journals
Baum, T., 2019. Does the hospitality industry need or deserve sustainable
tourism?. International Journal of Contemporary Hospitality Management.
Boella, M. J. and Goss-Turner, S., 2019. Human resource management in the hospitality
industry: A guide to best practice. Routledge.
Bratton, J. and Watson, S., 2018. Sustainable tourism management, emotional labour and the role
of line managers in the Scottish hospitality industry. Worldwide Hospitality and Tourism
Themes.
Chung, K. L. and D’Annunzio-Green, N., 2018. Sustainable tourism management practices in
small-and medium-sized enterprises in the hospitality sector. Worldwide Hospitality and Tourism
Themes.
Francis, H. and Baum, T., 2018. HR transformation within the hotel industry: building capacity
for change. Worldwide Hospitality and Tourism Themes.
Gupta, V., 2019. Sustainable tourism management dimensions and their relationship with
retention of Generation-Y employees in the hospitality industry. International Journal of
Contemporary Hospitality Management.
Kandampully, J., Zhang, T. C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Rathore, P., 2018. Impact of sustainable tourism management practices on employees
productivity of selected luxury hotels in Rajasthan an empirical analysis.
Seal, P.P., Devija, P. and Kumaran, P.S., 2018. Employee Engagement in Hotels: Comparison
between a Four Star and a Five Star Hotel in Kolkata. Management Today. 8(1). pp.76-80.
Tomčíková, Ľ., 2019. Challenges and trends in the modern sustainable tourism management.
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