Q.As the marketing manager of a big hotel located at an important tourist destination, what societal concerns would be faced by you and what steps would you plan to take care of these concerns? Discuss.

As the marketing manager of a big hotel at a major tourist destination, you face several societal concerns that go beyond just selling rooms. These concerns arise because your business directly impacts the local community, environment, and culture.

First, there is the issue of environmental degradation. High tourist footfall leads to increased waste, water scarcity, and pollution. You would need to implement strict waste segregation, invest in water recycling systems, and promote energy conservation across the hotel.

Second, cultural erosion is a real risk. Large hotels can overwhelm local traditions and displace small businesses. Your steps should include sourcing local handicrafts for the hotel’s décor, hiring local staff, and offering guests authentic cultural experiences that respect and preserve local heritage.

Third, over-tourism can strain local infrastructure and create resentment among residents. You can address this by promoting off-season travel, limiting group sizes for certain local attractions, and collaborating with local authorities to manage visitor flow. …

As the marketing manager of a big hotel at a popular tourist destination, your role extends far beyond filling rooms and promoting packages. You are, in effect, a steward of the destination itself. The very beauty, culture, and tranquility that draw tourists are fragile assets. If your hotel’s operations harm the local society or environment, you will eventually destroy the product you are selling. This is where societal concerns become central to marketing strategy.

The first major concern is environmental degradation. A large hotel consumes enormous amounts of water, energy, and generates significant waste — plastic, food, laundry chemicals. In a tourist destination, water scarcity is often acute; locals may resent a hotel’s lush lawns while their taps run dry. Similarly, untreated sewage or litter can spoil beaches, hills, or heritage sites. As a responsible manager, you would need to implement water harvesting, sewage treatment plants, and strict waste segregation. You could partner with local authorities for recycling and even run guest-awareness campaigns — for instance, asking guests to reuse towels to reduce laundry water usage. These steps not only protect the environment but also build a “green” brand image that appeals to eco-conscious travellers.

A second, equally pressing concern is the impact on the local community. Tourism often drives up prices of land, food, and basic services, making life harder for residents. Your hotel might employ mostly outsiders, leaving locals with low-paying, menial jobs. This breeds resentment and can lead to social friction. To address this, you would prioritise hiring from the local population, especially for supervisory roles. You could source supplies — vegetables, handicrafts, linen — from local producers and artisans, thereby circulating money within the community. Additionally, you might sponsor local schools, health camps, or festivals, demonstrating that the hotel’s success benefits everyone, not just its owners.

A third concern is cultural erosion. When a big hotel imports international food, music, and decor, it can dilute the unique local culture that tourists came to experience. Worse, insensitive behaviour by guests — inappropriate dress at temples, loud parties near quiet villages — can offend residents. As marketing manager, you would design experiences that celebrate local culture: traditional welcome ceremonies, cooking classes with local chefs, guided heritage walks led by community elders. You would also brief guests on local customs and dress codes, turning them into respectful visitors rather than invaders. …