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Sustainability of Hilton’s Marketing Strategy. Is It Aligned with Contemporary Consumer Research? (2020)

Ref: market0172

In today’s society, the importance of adopting sustainable practices is having a substantial effect on most business sectors around the world. Organisations are acknowledging the need to become more sustainable which has led to many re-evaluating their strategies and operations to allow for more ethical business practices. Furthermore, it has been shown that a large number of consumers would avoid using products and services that were not considered to be sustainable. These findings suggest that there are clear advantages in adopting sustainable practices and that organisations should incorporate such efforts into their marketing strategy. In doing so, firms can benefit financially, whilst also enhancing their brand reputation and image. However, the extent to which this applies to the luxury industry has been debated.

Dissertation aims to answer the following:
  • How do Hilton market their sustainable practices in their luxury and budget hotels?
  • Does their marketing strategy align with contemporary consumer research?
  • Should Hilton market their sustainability practices differently for their various brands?

  • 10,000 words – 30 pages in length
  • Excellent use of literature
  • Good analysis of subject area
  • Well written throughout
  • Ideal for international marketing students

1 - Introduction
General Overview
Research Questions
Research Objectives
Dissertation Structure

2 - Company and Brand Overviews
Company Overview
Brand Overview
Hampton by Hilton
Waldorf Astoria

3 - Literature Review Sustainability
Sustainability: in the Hotel Industry
Marketing Sustainability
Marketing Sustainability: in the Hotel Industry
Sustainability and Luxury
Sustainability and Luxury: in the Hotel Industry

4 - Methodology
Content Analysis
Coding criteria

5 - Findings

Quantitative overview
Environmental categories
Social categories
Qualitative overview
Hampton by Hilton
Waldorf Astoria

6 - Discussion
Overview of research aims
Environmental sustainability
Social sustainability
Research question

7 - Recommendations

8 - Conclusion and Implications
Limitations of the Current Study
Recommendations for Future Research



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