Research paper 2 final.docx - C\u00e9sar Ritz Colleges BA in Hospitality Business Management Can the hotel industry help to ensure sustainable tourism

Research paper 2 final.docx - César Ritz Colleges BA in...

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César Ritz Colleges BA in Hospitality Business Management Can the hotel industry help to ensure sustainable tourism? Submitted on: 22/11/2018 By: Yann Lim Ah Tock Student number: 739416 Word count: 1362 words Submitted to: Gould Beverley ENG101 Business Writing 1 | P a g e
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Table of Contents Introduction ................................................................................................................................................. 3 Operating Profits ......................................................................................................................................... 3 Energy .......................................................................................................................................................... 4 Conclusion ................................................................................................................................................... 6 Bibliography ................................................................................................................................................ 7 2 | P a g e
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Introduction The hotel industry is one of the most important industries in the world which have been expanding fast since the last 2 centuries. With nearly 17 million hotel rooms in 184299 hotels scattered across the globe, the industry accounts for about 10.4 % of the world’s GDP. (Newswire, 2018; UNWTO, 2018) In this developing world, the hotel industry is still expecting continuity in its growth based on past years’ trends and statistics. In this sense, more and more hotels are investing on sustainable tourism programs. However, what is sustainable tourism? The World Tourism Organization defines sustainable tourism as “Tourism that takes full account of its current and future environmental, social and economic impacts, addressing the needs of visitors, the industry, the host communities and the environment”. (UNWTO, n.d.) Consequently, the objective of this research paper is to examine the extent to which the hotel industry can help at ensuring sustainable tourism. Operating Profits The main objective of any hotel is eventually to make profits. In simple business terminologies, the more and better the marketing, the higher will be the sales and profits. Brian Basilico, a marketing expert with over 35 years of experience claims that there is a strong positive correlation between the intensity of a marketing campaign and the sales outcome. (Basilico, 2018) Nowadays, the hotel industry has become so competitive that hotels need to come up with more rigorous marketing strategies to attract more clients. Sustainability programs can be considered as a very effective marketing strategy. The Corporate Social Responsibility (CSR) is a set of standards meant to help companies to benefit society while boosting their own brand image. (Investopedia, n.d.) In fact, big hotel groups such as Accor, Hyatt, Hilton and Marriott make wise use of their sustainability programs to enhance their brand image while caring for the wellbeing of future generations. (Rabbitt, 2015) Indeed, showing customers that efforts and investment are being placed into sustainability programs, the customers tend to perceive the hotel as a model for other hotels or businesses. Moreover they feel more encouraged to choose those 3 | P a g e
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sustainable over other hotels as they fulfil the standards of the CSR. Henceforth, hotels investing on their sustainability programs are recognised as being socially responsible by the International Organization for Standardization. (Investopedia, n.d.) As such, as customers perceive a hotel as socially responsible, they are more encouraged to pay a premium fee to support the cause of sustainability and contribute to the wellbeing of future generations by this way. Consequently, as
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