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Effective Communication Strategies of Sustainable Hospitality: A Qualitative Exploration

Author

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  • Leiyan Shen

    (School of Foreign Languages, Zhejiang University City College, Hangzhou 310015, China)

  • Jianwei Qian

    (School of Economics and Management, Hangzhou Normal University, Hangzhou 311121, China)

  • Sandy C. Chen

    (The Hospitality and Tourism Program, Ohio University, Athens, OH 45701, USA)

Abstract

Sustainability is a pivotal issue for the development of hospitality. The industry has attempted multiple ways to achieve this goal, with effective communication being one of the most prevalent ones. However, the communication effect which hospitality has obtained in terms of persuading customers to practice sustainability is imperfect. This study draws upon the communication literature and textually analyzes hospitality professionals’ perception worldwide to generate a typology for hospitality practitioners to follow while conducting communication with customers on sustainability. The findings suggest two strategies and seven tactics that are of value to help hospitality achieve better communication. Thus, this study can extend the current communication theories on how to undertake sustainable hospitality communication and elucidate its operation in the industry.

Suggested Citation

  • Leiyan Shen & Jianwei Qian & Sandy C. Chen, 2020. "Effective Communication Strategies of Sustainable Hospitality: A Qualitative Exploration," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:6920-:d:404034
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    References listed on IDEAS

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    2. Ahmed Hassan Abdou & Hossam Said Shehata & Hassan Marzok Elsayed Mahmoud & Azzam Ibrahem Albakhit & Muhanna Yousef Almakhayitah, 2022. "The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    3. Zahid Yousaf & Magdalena Radulescu & Crenguta Ileana Sinisi & Luminita Serbanescu & Loredana Maria Paunescu, 2021. "Harmonization of Green Motives and Green Business Strategies towards Sustainable Development of Hospitality and Tourism Industry: Green Environmental Policies," Sustainability, MDPI, vol. 13(12), pages 1-22, June.
    4. Feng Zeng Xu & Yun Zhang & Huixin Yang & Bob T. Wu, 2020. "Sustainable HRM through Improving the Measurement of Employee Work Engagement: Third-Person Rating Method," Sustainability, MDPI, vol. 12(17), pages 1-22, August.
    5. Ahmed Hassan Abdou & Thowayeb Hassan Hassan & Mohammed Moustafa El Dief, 2020. "A Description of Green Hotel Practices and Their Role in Achieving Sustainable Development," Sustainability, MDPI, vol. 12(22), pages 1-20, November.

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