Effective Communication Strategies of Sustainable Hospitality: A Qualitative Exploration
1
School of Foreign Languages, Zhejiang University City College, Hangzhou 310015, China
2
School of Economics and Management, Hangzhou Normal University, Hangzhou 311121, China
3
The Hospitality and Tourism Program, Ohio University, Athens, OH 45701, USA
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(17), 6920; https://doi.org/10.3390/su12176920
Received: 21 July 2020 / Revised: 19 August 2020 / Accepted: 24 August 2020 / Published: 26 August 2020
(This article belongs to the Special Issue Social Customer Relationship Management)
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.
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Keywords:
communication effect; qualitative exploration; strategies and tactics; sustainable hospitality; textual analysis
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MDPI and ACS Style
Shen, L.; Qian, J.; Chen, S.C. Effective Communication Strategies of Sustainable Hospitality: A Qualitative Exploration. Sustainability 2020, 12, 6920. https://doi.org/10.3390/su12176920
AMA Style
Shen L, Qian J, Chen SC. Effective Communication Strategies of Sustainable Hospitality: A Qualitative Exploration. Sustainability. 2020; 12(17):6920. https://doi.org/10.3390/su12176920
Chicago/Turabian StyleShen, Leiyan; Qian, Jianwei; Chen, Sandy C. 2020. "Effective Communication Strategies of Sustainable Hospitality: A Qualitative Exploration" Sustainability 12, no. 17: 6920. https://doi.org/10.3390/su12176920
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