Sustainability in Hospitality: A Study on Bailey's Hotel During COVID

This report investigates the importance of sustainability within the hospitality industry, specifically during the COVID-19 pandemic, using Bailey's Hotel as a case study. The research employs a quantitative methodology involving a questionnaire to gather data on the role of sustainability in reducing operational costs and improving brand image. The literature review analyzes the function of sustainability for hospitality in the context of COVID-19, its significance in improving business strategies, and the objections faced during implementation. Key findings highlight the need for sustainable practices to enhance quality of life and client satisfaction. Recommendations include adopting eco-friendly initiatives to reduce costs, improve brand value, and meet social responsibilities. The study also acknowledges challenges such as higher operational costs, lack of communication, and employee resistance during the implementation of sustainable practices.

Research Project
Executive summary
The current investigation is based on the topic of identifying the importance of sustainability
in dynamic dimensions of hospitality industry during pandemic COVID-19. It has been analysed
in recent years the environmental pollution and exploitation of natural resources has become a

major concern. Thus, sustainability has become a vital concept for all organisation to ensure
optimum utilisation of resources along with improved business reputation. The methodology
used within current investigation is based on quantitative method of research which has
supported improved collection of data with the help of questionnaire. Further, the main finding
of current investigation comprises of fact that company needs to have sustainable function to
reduce cost of operation along with improved brand image. The recommendation that can be
made on the basis of current investigation comprises of fact that hospitability industry must
adopt sustainable and eco-friendly practices to have better quality of life and improved client
satisfaction.
Table of Contents
Executive summary..........................................................................................................................1
Title: “To identify the importance of sustainability in dynamic dimensions of hospitality industry
during pandemic COVID-19.” A study on Bailey's hotel...............................................................1
Introduction......................................................................................................................................1
Overview of subject................................................................................................................1
Research aim and objectives..................................................................................................1
Research questions.................................................................................................................1
Literature review..............................................................................................................................2
To analyse the function of sustainability for hospitality industry in situation of COVID-19.2
To investigate the significance of sustainability for improving business strategies of Bailey's
hotel........................................................................................................................................2
To identify the objection which can be seen by hospitality industry during implementation of
sustainability as an emerging objective..................................................................................3
Research methodology.....................................................................................................................4
Main body and findings...................................................................................................................7
Analysis of research findings.................................................................................................7
Interpretation of collected data...............................................................................................9
Conclusion and recommendation...................................................................................................15

Conclusion............................................................................................................................15
Recommendation..................................................................................................................16
Reflection.......................................................................................................................................16
REFERENCES..............................................................................................................................18

Title: “To identify the importance of sustainability in dynamic dimensions of
hospitality industry during pandemic COVID-19.” A study on Bailey's
hotel
Introduction
Overview of subject
Sustainability can be defined as concept of meeting todays needs without compromising
the needs and ability of future generation thus, emphasis and focus on efficient use of natural
resources. Excessive use of natural resources and pollution of environmental aspects has become
a major problem and concern for hospitality industry thus sustainability has become a vital
dimension to mitigate this risk (Harrison, 2021). Therefore, current investigation is carried out on
Bailey's hotel which is famous Hotel situated in London to evaluate about the importance of
sustainability in dynamic dimensions of hospitality industry.
Research aim and objectives
Aim of the research
The main aim of conducting current investigation is, “To identify the importance of
sustainability in dynamic dimensions of hospitality industry during pandemic COVID-19.” A
study on Bailey's hotel.
Research objectives
The objectives set out for current investigation are listed as below:
 To analyse the function of sustainability for hospitality industry in situation of COVID-
19.
 To investigate the significance of sustainability for improving business strategies of
Bailey's hotel.
 To identify the objection which can be seen by hospitality industry during
implementation of sustainability as an emerging objective.
Research questions
 What is the basic function of sustainability within industry of hospitality in COVID time?
 What is the significance sustainability in improvising business strategies for Bailey’s
Hotel?
1

 What is the issues and objections faced by hospitality industry while implementing
sustainability?
Literature review
This section provides systematic analysis of secondary sources of data which set out base
and framework for investigation. Current literature review is based in the topic of sustainability
for hospitality industry and its objective for which analysis and review of various online articles
and journal is made a discussion about which is provide as below:
To analyse the function of sustainability for hospitality industry in situation of COVID-19.
As per the view point of Harrison, D., 2021, the function of sustainability for hospitality
industry is of great significance and vital as it facilitates more eco-friendly incentives and
operation to support improved quality of life in such a manner which meet current demands
without comprising with needs of future. Thus, in the situation of COVID-19 crises which is
global pandemic that leads to negative impact on all economic sector especially on hospitality
industry through sudden breakdown of operation due to lockdowns and social distancing norms,
implication of sustainability has become more vital and essential (Arab, Farrokhzad and Habert,
2021). It has been observed that meeting social responsibility and other ethical ways of operation
provides a positive legitimacy to hotels which would attract and cater larger number of guests
and customers. beside this, implication of sustainability function ensures and provides a more
eco-friendly and natural way for ensuring proper hygiene along with improved quality of life for
its guest and clients thus, lead a vital function and importance for hospitality industry in situation
of COVID-19.
To investigate the significance of sustainability for improving business strategies of Bailey's
hotel.
As per the view point of Frantzeskaki, N., McPhearson, T. and Kabisch, N., 2021, a
significant role is played by sustainability in improving the business strategies and operations of
a hotel as it lead a reduction in exploitation of natural resources within in hospitality industry
along with ensuring improved quality of life. The significance of sustainability in improving the
business strategies of Bailey Hotel are provide as below:
Reduction in spending and wastage- The first and foremost positive impact of
sustainability comprises of fact that it ensures reduction in wastage of natural resources through
2

leading more efficient uses and business operations. Further, eco-friendly incentives like use of
solar energy and low emission lights ensures reduction in spending in electricity through leading
improved energy conservation (Goodman, 2021).
Improve brand value and reputation- The another way through which sustainability is
improving the business strategy comprises of the fact that lead to better brand value and
reputation. An analysis can be made out that implication of eco-friendly initiatives and meeting
of social responsibility creates a positive image of business which helps in improved promotion
and efficient marketing for success of business. Improve brand value and reputation created by
sustainability supports enhanced business strategy to cater and attract larger number of customers
which support improved business performance and success for Bailey Hotel (Medina, 2021).
To identify the objection which can be seen by hospitality industry during implementation of
sustainability as an emerging objective.
With respect to the information provided by Alexander Watson. 2018, it has been analysed
that many objectives and issues are also faced within hospitality industry during the
implementation of sustainability. A review of some of these objectives faced while implication
sustainability as emerging objectives within hospitability industry is provided as below:
Higher cost of operation- the first and foremost issues faced while implication of
sustainability within a hospitality firm comprises of the fact that implication of eco-friendly
initiative and sustainable way of operation is costly as some new and effectives measures are
required to undertake.
Lack of communication and leadership- The another vital objection and issues associated
with implication of sustainable is based on the fact that a lack of proper awareness and
understanding about the concept of sustainability is seen. Thus, not having effective
communication and proper leadership for directing and implicating sustainability as emerging
objective is also an issues faced by organisation while adopting sustainable practises (Valizadeh
and Hayati, 2021).
Resistance from employees- sometime objection and resistance for employees is also faced
while adopting sustainability within a firm. The employees are habitual and feel more
comfortable with working through traditional means and do not like and want to change their
methods of working. Thus, resistance for employees for adopting sustainable practises because
3

of need of training and making change in their operations in also a vital issue and objection faced
in hospitality industry during implementation of sustainability as an emerging objective.
Research methodology
This section forms out a vital part a research project as it facilitates information about the
approaches and method used for conducting an investigation. With respect to current
investigation on Bailey Hotel, use of research onion model is made to ensure a systematic
presentation and selection of research method together with valid justification.
Research Philosophy- it describes the conviction used by research to carry out a project
which is divided into two main parts i.e. positivism and interpretivisim. The positivism
philosophy support objective nature of research while interpretivisim is applied with subjective
work. Thus, with respect to current investigation use of positivism approach is more appropriate
and justifiable as it assists researcher for better data collection which supports a systematic and
practical study to implicate about the importance of sustainability (Aghasafari and Karbasi,
2021).
Research approach- this comprises of pre-assumptions made for effectively achieving a set
objective by the way of supporting better analysis of collected facts. Deductive and inductive are
two types of approaches out of deductive is in line with positivism philosophy while inductive is
associated with subjective work. So, use of deductive approach is made for current investigation
to have proper in line with positivism philosophy along with leading better scanning and testing
of facts.
Research strategy- this section provides complete base and framework for an investigation
through providing information about the tool and technique used for data collection. The various
form of research strategy consists of action research, interview, survey, observation, etc. from
which section of survey strategy is made for current investigation on Bailey Hotel. Use of survey
strategy is justifiable as it supports collection of data from larger number of respondent in cost
and time efficient manner with the help of questionnaire (Atiku and Abatan, 2021)(Taticchi and
Demartini, 2021).
Choices of method- this section is associated with the entire process applied for conducting
of a research project comprises of data collection, analysis, interpretation and presentation.
Qualitative and quantitative are two main choices of method from which qualitative is based on
theoretical aspects while quantitative is related with numeric and statistical facts. Choice of
4

quantitative method is made for current investigation as it supports collection of data in numeric
facts that is easy to analysis and interpret. Along with this, quantitate method also facilitates
more effective presentation of collected data with the help of statistical facts which support
measurable and specific results (van der Gun, 2021).
Data collection- gathering of information is mainly made from primary and secondary
sources both of which are applied in current investigation. Primary data collection is justifiable
as it facilitates first hand and most authentic set of data gathered directly form participants. On
the other hand, secondary sources are also important to facilitates information about past findings
which leads it a base and framework for current investigation (Cai and Lai, 2021). Collection of
primary data would be made through making of questionnaire whereas secondary data has been
collected from online articles and journals. Use of following questionnaire would have been
made for collection of primary data from the selected 40 respondents from the guests of Bailey
hotel.
Questionnaire
Q1) Do you having any knowledge and understanding about the conception of
sustainability within the hospitality industry?
a) Yes
b) No
c) Neutral form of understanding
Q2) Are you agreed with the fact the conception of sustainability has become vital and
important function of hospitality industry especially in the current situation of COVID-19?
a) Strongly agreed
b) Agreed
c) Disagreed
d) Strongly disagreed
e) Neither agreed nor disagreed
Q3) How a significant role is played by conception of sustainability in improving the
overall business strategies and operations of Bailey’s Hotel?
a) Save money through reducing spending and wastage
b) Higher economic incentives
c) Improved guest experience and satisfaction
5

d) Better brand image
e) Positive impact on eco-system
Q4) What are the main reasons which has made sustainability so important and vital in
current scenario of business environment within hospitality industry?
a) Exploitation of natural resources
b) Enhanced environmental pollution
c) Global warming and climate change
d) Hazardous creation of waste
Q5) What are the main objection and issues that could be faced by hospitality industry
while implicating and adopting the sustainability concept as am emerging objective?
a) Issue of higher cost of operation
b) Lack of awareness
c) Instability
d) Ineffective leadership and communication
e) Resistance from employees
Q6) With respect to your view point, what impact and influence of sustainability is seen on
the overall performance and productivity of Bailey’s Hotel?
a) Positive impact
b) Negative influence
c) No impact
Q7) What steps and strategies could be taken up by Bailey’s Hotel to ensure effective
implementation of sustainability in order to have higher performance and productivity
level?
a) Focusing on water and energy conversation
b) Formation of sustainability committee
c) Implication of 3R’s of sustainability
d) Participative management to create awareness about eco-friendly initiatives
e) Promote eco-friendly transport and carbon-offset programs
Q8) Any other vital recommendation and suggestion for Bailey Hotel to support
sustainability as a dynamic dimension within hospitality industry during pandemic
6

COVID-19?
Sampling- It is basically a statistical method used to select a suitable number of observation
from a larger population. With respect to current investigation a sample size of 40n participants
has been selected with the help of probabilistic sampling from the guests of Bailey’s Hotel.
Ethical consideration- Implication of BERA code of ethics is made to meet the set ethical
consideration. Further, to overcome the issue of data protection and authentication, application of
provisions of data protection act is also made which support improved privacy and safety for
collected data.
Main body and findings
Analysis of research findings
Use of frequency table has been made for effective analysis of raw data collected during
the current investigation from selected participants from the guests of Bailey hotel as it facilitates
and ensure much clear and systematic presenting of research findings.
Q1) Do you having any knowledge and understanding about the
conception of sustainability within the hospitality industry?
Frequency
a) Yes 38
b) No 1
c) Neutral form of understanding 1
Q2) Are you agreed with the fact the conception of sustainability has
become vital and important function of hospitality industry especially
in the current situation of COVID-19?
Frequency
a) Strongly agreed 12
b) Agreed 18
c) Disagreed 5
d) Strongly disagreed 1
e) Neither agreed nor disagreed 4
Q3) How a significant role is played by conception of sustainability in
improving the overall business strategies and operations of Bailey’s
Hotel?
Frequency
7

a) Save money through reducing spending and wastage 8
b) Higher economic incentives 6
c) Improved guest experience and satisfaction 10
d) Better brand image 9
e) Positive impact on eco-system 7
Q4) What are the main reasons which has made sustainability so
important and vital in current scenario of business environment
within hospitality industry?
Frequency
a) Exploitation of natural resources 11
b) Enhanced environmental pollution 8
c) Global warming and climate change 9
d) Hazardous creation of waste 12
Q5) What are the main objection and issues that could be faced by
hospitality industry while implicating and adopting the sustainability
concept as am emerging objective?
Frequency
a) Issue of higher cost of operation 8
b) Lack of awareness 10
c) Instability 7
d) Ineffective leadership and communication 9
e) Resistance from employees 6
Q6) With respect to your view point, what impact and influence of
sustainability is seen on the overall performance and productivity of
Bailey’s Hotel?
Frequency
a) Positive impact 37
b) Negative influence 1
c) No impact 2
Q7) What steps and strategies could be taken up by Bailey’s Hotel to
ensure effective implementation of sustainability in order to have
higher performance and productivity level?
Frequency
a) Focusing on water and energy conversation 6
b) Formation of sustainability committee 10
8

c) Implication of 3R’s of sustainability 8
d) Participative management to create awareness about eco-friendly
initiatives
7
e) Promote eco-friendly transport and carbon-offset programs 9
Interpretation of collected data
Presentation of research findings and collected data has been made with the help of pie
charts along with effective interpretation and discussion which are provided as below:
Theme 1: Conception of sustainability
Q1) Do you having any knowledge and understanding about the
conception of sustainability within the hospitality industry?
Frequency
a) Yes 38
b) No 1
c) Neutral form of understanding 1
Interpretation
On the basis of above pie chart it has been observed that from a total of 40 participants 38
were having knowledge and understanding about the conception of sustainability within the
hospitality industry whereas only one was unaware of this conception along with remaining one
who tend to opt for neutral form of understanding.
9