Sustainability Scenarios in Hospitality Marketing
Name: _Maynard Kevin J. Tan_______________________
Date: ___July 18, 2025_____________________
Section: ___BSTM3___________________
Instructions:
Read the scenario below. Then, answer the guided questions using complete
sentences. This activity is designed to help you connect real-world
applications to marketing environments and sustainability concepts.
Scenario:
You are the marketing manager of a beachfront resort in the Philippines.
Recently, your management team decided to implement eco-friendly
initiatives. These include:
Installing solar panels
Providing reusable packaging
Using water-saving bathroom fixtures
Promoting local food suppliers through farm-to-table dining
Your resort has received positive online reviews mentioning these “green”
efforts and corporate responsibility, but some guests complain about the
higher room prices.
Questions:
1. Which parts of the Triple Bottom Line (economic, environmental, social)
are being addressed by the resort’s initiatives?
2. How do these efforts reflect the concept of Corporate Social
Responsibility (CSR)?
3. Which two marketing environments are most relevant in this scenario
(economic, social, technological, political/legal, competitive)? Why?
4. What marketing strategies can you suggest to help guests understand
that the increased prices are due to sustainability efforts?
5. How can you use technology to promote your resort’s sustainability
practices more effectively?
1. Which aspects of the Triple Bottom Line (TBL) is the resort's effort
tackling?
- The resort is focusing on the Triple Bottom Line, addressing
environmental, social, and economic pillars. It uses solar panels, reusable
packaging, and farm-to-table dining to reduce fossil fuel dependency and
promote sustainable agriculture. The resort also supports local food
suppliers, strengthening the local economy and community livelihoods.
Despite concerns about increased room rates, the resort is making long-
term investments, such as solar power, to reduce operational costs.
Positive online reviews and a reputation for sustainability contribute to the
resort's brand value, attracting eco-conscious travelers and driving long-
term profitability.
2. How are these initiatives demonstrating the notion of Corporate Social
Responsibility (CSR)?
- The resort is demonstrating Corporate Social Responsibility (CSR)
principles by implementing clean energy solutions and minimizing
waste using eco-friendly materials. It supports local farmers and
suppliers, demonstrating a commitment to community growth. By
offering ethical tourism experiences, the resort fulfills its moral,
philanthropic, and environmental duties, valuing people and the planet
as much as profit, reinforcing its role as a responsible corporate entity.
3. Which two marketing environments are of most relevance here? Why?
- The economic and social environments are crucial for marketing
strategies. Economically, higher room prices have raised concerns
among guests, requiring added value. Socially, eco-conscious travelers
prioritize sustainable tourism, and cultural perceptions of green
practices are shifting. Resorts that align with these attitudes can gain a
competitive advantage by promoting eco-friendly initiatives.
4. What promotional techniques can you recommend to communicate to
guests that the higher prices reflect sustainability initiatives?
- To effectively communicate the value of higher prices, resorts should
prioritize transparency and storytelling. Sharing the "why" behind pricing,
such as sustainable materials and environmental impact, can help guests
understand the bigger picture. Short videos or infographics can show
benefits, while eco-value branding can position the resort as a premium eco-
destination. Highlighting guest testimonials and providing in-room brochures
or digital guides can help guests feel informed and engaged with the resort's
mission.
5. How can you leverage technology to market your resort's sustainability
practices better?
- Technology can significantly promote a resort's sustainability practices by
posting behind-the-scenes videos, strategically placing QR codes in guest
rooms, and implementing an interactive website feature like a "Sustainability
Impact Tracker." This can help guests explore the resort's initiatives, make
the environmental impact tangible, and encourage satisfied eco-conscious
guests to share their experiences in online reviews, ultimately building a
strong reputation.
