The Impact of Sustainable Tourism on IHG's Growth: A Detailed Analysis

This research project delves into the crucial role of sustainable tourism in fostering lasting growth within the hospitality industry, with a specific focus on InterContinental Hotels Group (IHG). The report begins with an overview of sustainable tourism, its impact on the hospitality sector, and its significance for organizational development. The literature review explores the concept of sustainable tourism, its effectiveness on IHG's operations, its influence on the hospitality sector, and its importance for organizational growth. The methodology section outlines the research design, data collection techniques, and analysis tools used. The findings, analysis, and discussion sections present the research results, followed by conclusions, recommendations, and anticipated limitations. The study aims to analyze the importance of sustainable tourism on lasting growth of the hospitality industry, providing a comprehensive understanding of the topic.

RESEARCH
PROJECT

Table of Contents
TITLE: ............................................................................................................................................1
CHAPTER 1: INTRODUCTION ...................................................................................................1
Over view of the Research..........................................................................................................1
Background of the Research ......................................................................................................1
Purpose of the Research .............................................................................................................2
Research Aim ............................................................................................................................2
Research Objectives ...................................................................................................................2
Research Questions ....................................................................................................................2
Time Scale ..................................................................................................................................3
CHAPTER 2: LITERATURE REVIEW ........................................................................................3
The concept of sustainable tourism and its effectiveness on the operations of Inter Continental
Hotels Group. .............................................................................................................................3
The Influence of sustainable tourism on hospitality sector.........................................................4
The Importance of sustainable tourism upon organizational growth and development. ...........4
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................5
Type of Investigation .................................................................................................................5
Research Design .........................................................................................................................5
Data Collection Techniques .......................................................................................................5
Data Sampling ............................................................................................................................6
Data Analysis Tools ...................................................................................................................6
CHAPTER 4: DATA FINDINGS, ANALYSIS AND DISCUSSION ..........................................6
CHAPTER 5: CONCLUSION, RECOMMENDATION AND ANTICIPATED LIMITATION
........................................................................................................................................................16
Conclusion ................................................................................................................................16
Recommendation.......................................................................................................................16
Scope of future research ..........................................................................................................16
REFERENCES .............................................................................................................................17
APPENDIX....................................................................................................................................18

TITLE:
“To analyse the importance of sustainable tourism on lasting growth of hospitality
industry”. A case study Inter Continental Hotels Group plc.
CHAPTER 1: INTRODUCTION
Over view of the Research
Sustainable tourism is considered as the most essential element which plays vast role in
growth and development of firm at market area. Sustainability is the major focused area of any
business organisation as firms are work for satisfying the needs and wants of people at market
area through offering variety of products and services. In the modern era people are very much
conscious about their heath and safety or wants best to best services for their treatment in respect
to making appropriate improvement in their health and services (Albrecht, 2017). It is the prior
responsibility of an organisation to ensure their customers about the safety and security as to
attaining long term growth and success. Tourism is consist to be the vast concept which plays
effective role in growth and development of hospitality industry. In the present research work
Inter Continental Hotels Group is a selected organisation. It is a British Multinational hospitality
company, which is headquartered is in Denham, Buckinghamshire. The company is widely
concern on providing high quality products and services to their significant customers in respect
to attaining lasting growth at market area. As a large service industry IHG is focused on gaining
attention of more and more customers through offering them variety of products and services as
per their choice.
Background of the Research
Tourism is considered as the most essential element which plays effective role in
developing the economic growth of firm at market area. Hospitality is a vast concept and in this
organisations are widely concern about the heath safety and security of people. The major
responsibility of services industry is to ensure their customers and clients about the safety and
security of people so that customers can sustain for the long run of business operations
(Armenski, Dwyer and Pavluković, 2018). Inter Continental Hotels Group plc. Is a large hotel
industry which is informally known as Inter Continental Hotel. It is a famous British
multinational Hospital firm, which is headquartered is in Denham, Buckinghamshire. The
company has a wide portfolio of unique and attractive brands such as Candlewod suites, Crowne
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Plaza, Holiday Inn, Even Hotel, Kimpton Hotels and Resorts and Stay-bridge etc. the major
purpose of firm is to providing effective services and products to their potential customers in
respect to reaching at higher growth and success at market place.
Purpose of the Research
The research into consideration is based on the importance of sustainable Tourism on
lasting growth of hospitality industry. In the hospitality sector sustainability is necessary as to
attaining long term growth and profit. The major purpose of conducting a research is to
overcome with the previous work and provide a valid discussion on a specified area of study.
sustainability of tourism is very much beneficial for growth as this create value in regular
development of firm and also provide opportunities to the people. Hospitality is a wide term an it
palsy vast role in growth and development of economy (Cvelbar, Grün and Dolnicar, 2017).
This research work provides an appropriate information about the specified area of study and
helps the researcher in overcome with the research issue.
Research Aim
“To analyse the importance of sustainable tourism on lasting growth of hospitality
industry”. a case study Inter Continental Hotels Group.
Research Objectives
 To identify the concept of sustainable tourism and its effectiveness on the operations of
Inter Continental Hotels Group.
 To determine the Influence of sustainable tourism on hospitality sector.
 To ascertain the Importance of sustainable tourism upon organizational growth and
development.
Research Questions
 What is the concept of sustainable tourism and its effectiveness on the operations of Inter
Continental Hotels Group?
 What are the Influence of sustainable tourism on hospitality sector?
 What are the Importance of sustainable tourism upon organizational growth and
development?
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Time Scale
This consist to be the most essential part of research work as it is the prior responsibility
of researcher to create an effective time scale in respect to implementing all research activities in
appropriate way. Time frame helps the investigator in reducing the extra time and cost of
research through implementing the right activity as per its priority. Gantt chart is considered as a
graphical representation of a specified area of study as in this a particular time is fixed for
conducting an individual operations which create value in resolving the issue of research and
completion of the work on proper time (Espiner, Orchiston and Higham, 2017). Alongside this
is also helpful in providing a way to the investigator to conduct all operations in well planned
and systematic manner. One of the profitable contraption that is used by expert for
accomplishing their association destinations or focuses in a described time span Subsequently, it
is fathomed that making game plan or sketching out strategy is sensible for examiner since it
urges diverse people to help towards alternative heading.
CHAPTER 2: LITERATURE REVIEW
This also consist as the most effective part of research investigation which helps in
conducting an in-depth research as to reaching at final outcome and resolving the issue in
appropriate way (Vanhove, 2017). This section provides a theoretical framework which is
effective in analysing the research issue in effective manner by determining the opinion of
various authors and writers. In this part data and information is gathered through secondary
sources such as books, journals, past records, previous research work, newspaper etc.
The concept of sustainable tourism and its effectiveness on the operations of Inter Continental
Hotels Group.
As per the opinion of Gössling, 2017, Sustainable Tourism is consist to be the most
essential concept of visiting a place as a visitor and trying to create a positive influence on the
society, environment and economy. As a large hotel industry IHG is concern on gaining attention
of customers towards the firm through offering them variety of products and services at market
area. The number of tourist is effective for developing the operations of firm at market area.
Tourism can include fundamental transportation to the general location, accommodation, local
transportation, entertainment, recreation, nourishment and shopping. Tourism is the major
beneficial sector which create value in developing the economic condition of a country. The
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hotel industry is focused on providing various beneficial products and services to their
significant buyers as to retain them for long of business operations. The major purpose of
organisations is to enhancing the operations and function in respect to developing the economic
condition of a firm.
The Influence of sustainable tourism on hospitality sector.
As per the views expressed by Jones, 2017Sustainable tourism have impacted on
positively and negatively on hospitality sector. On the other hand, it has also been located that it
is mandatory for business organisations that are dealing in hospitality sector to keep on analysing
the needs of clients so that benefits can be gained right on time. On the other hand, to keep on
developing products and services it is required for them to analyse the market and for this, it has
been located that benefits can be gained then only if firm stays at marketplace for a longer
instance. Along with this, to incorporate this it is essential for organisation to maintain a suitable
balance between the three dimensions of tourism development: the environmental, the economic,
and the socio-cultural (Snyman, 2017). This balancing act aims to guarantee the long-term
sustainability of tourism. Sustainability is about more than just looking after the natural
environment.
The Importance of sustainable tourism upon organizational growth and development.
As per the views expressed by Tracy Stottler, 2018, Hotels have turned their concern to
the effectiveness of sustainability in the sector of hospitality as it has significant relation with
hotel industry and development. Sustainability is considered as the most essential issue which is
significantly faced by the world. Sustainability of tourism is consist as the most essential source
which is beneficial for the growth of hotel industry. The success and development of the hotel
industry is based on the increasing number of visitors as the attraction of tourism are beneficial
for growth and success of firm (Ghosh and Siddique, 2017). There are various importance of
sustainable tourism on the growth of firm in which some are associated as below:
Cost Saving: This consist to be the most essential factor as it is the major responsibility of hotel
industry to have an appropriate among of capital and fund in respect ton conducting all business
operations in effective manner. As a large business enterprises it is essential for IHG to maintain
proper flow of money as to smooth implementation of organisational functions.
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Economic Incentives: The government of UK enacted different type of incentives to the
promote the growth of the environmental component. These advantages involve financial grants,
insurance premium discounts, tax write-offs and expedited regulatory permitting.
CHAPTER 3: RESEARCH METHODOLOGY
Type of Investigation
A research is considered as a systematic, rigorous investigation of a specified situation or
a problem in respect to generate new idea and knowledge. The prior work of researcher is to
determine the type of research, thus a research is either qualitative or quantitative in nature. The
qualitative research depends on nature of information and consequently it based on the
information acquired or assembled by researcher (Lundberg, 2017). On the other side
quantitative research is based on quantitative analysis. The present investigate depends on the
qualitative method on the grounds that, in this extraordinary actualities and additionally figures
are being considered to reach to conclusion in a compelling and in addition proficient way.
Research Design
This part is considered as the most fundamental piece of research methodology which
works in as a blue print of the exploration in which entire research exercises are actualized in
very much arranged and orderly way. In the present research descriptive research design has to
be taken into legitimate move as it is powerful to analyse the information and data of qualitative
research.
Data Collection Techniques
This consist to be the most essential part of research work as it plays vast role in
accumulating appropriate data and information for conducting the research work in appropriate
direction. In a research work data has to be gathered through primary as well as secondary source
of data collection. These two are described as below:
Primary Source of Data Collection: This source is effective in accumulating data and
information through conducting survey, observation, questionnaire and group discussion. This
method helps in gathering real data through analysing the opinion of people (Mossaz and
Coghlan, 2017). This can be categorised among various parts which are described as below:
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Observation: This consist to be a very quick and effective way to gathering information with the
use of minimal intrusion. In this researcher works for reaching at final outcome through
conducting the work by their own observation.
Questionnaire: This consist to be the most applied method which is effective in gathering
appropriate information through filling the questionnaire from the relevant respondents. This is
effective in providing an opportunity to the researcher to carefully structure and formulate the
data collection plan and gather relevant information.
Interview: This method is appropriate in analysing the personal opinion of an individual. This
can help in overcome with the most of the shortfall of the other tool of data collection. This
method is appropriate in build a deeper understanding of the thinking behind the answer of
respondents.
Focus Group Sessions: This is also an effective tool of which create interactive benefits of an
interview to the next level through bringing a carefully selected area of group through a
moderated communication on the area of survey.
Data Sampling
It is not appropriate for the researcher to lead the investigate on a major level and
assemble information from each person. Henceforth, the population is categorised into specific
parts which can be utilized to conduct a research work (Ngo, Lohmann and Hales, 2018). The
sample represents to the perspectives of entire population. The sample size is 30 for this
particular research work. There are two kinds of information testing approach, these are
Probabilistic and in addition Non-probabilistic. For leading this investigation Non-probabilistic
procedure has been taken.
Data Analysis Tools
It is an examination and information examination which has been assembled through
examiner. There is an alternative to analyst to accumulate auxiliary or essential information. The
essential information comprise studies, questionnaire, observation etc. Thus, there is essential
technique select through researcher.
CHAPTER 4: DATA FINDINGS, ANALYSIS AND DISCUSSION
Questionnaire
Q1) Does the sustainable tourism is effective for the growth of hospitality sector? Frequency
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Yes 25
No 5
Q2) What are the major importance of sustainable tourism on the growth and
development of IHG?
Frequency
Cost Saving 10
Economic Incentives 8
Regulatory affairs 6
Guest Experience 6
Q3) Is the sustainable tourism activities are beneficial for growth and
development of economy?
Frequency
Agree 28
Disagree 2
Q4) What are the major factors that contributes in the growth of hospitality
sector?
Frequency
Leisure Time 8
Enabling Factors 7
Technology Factors 8
Income 7
Q5) What are the main elements through which growth in hospitality sector can
be maintained?
Frequency
Quality Services 7
Quick Response 8
Advance technologies 5
All of the above 10
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Q6) What is the contribution of Hospitality sector in the growth of economy? Frequency
Enhancing opportunities 10
Increasing Foreign exchange reserve 10
Industrial Growth 10
Q7) What are the actions taken by IGH as to enhancing the number of visitors? Frequency
Discount Offers 10
Customers relationship management 10
Health care Facilities 10
Q8) Any recommendation related with the development of hospitality sector.
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Theme 1: The sustainable tourism is effective for the growth of hospitality sector.
Interpretation:
As per the above given report it has been concluded that 25 out of 30 people are in favour
with this statement that The sustainable tourism is effective for the growth of hospitality sector,
and remaining people are not agree with the same.
9
Yes No
0
5
10
15
20
25
25
5
Column B

Theme 2: There are various importance of sustainable tourism on the growth and development
of IHG.
Interpretation:
According to the description of the above given report it has been analysed that there are
various importance of sustainable tourism on the growth and development of IHG such as Cost
saving, economic incentives, regulatory affairs and guest experience etc.
10
Cost Saving
Economic Incentives
Regulatory affairs
Guest Experience
0
1
2
3
4
5
6
7
8
9
10
10
8
6 6
Column B