Geerman, Geneida G.2024-08-282024-08-282018Geerman, G.G. (2018). Internal communication on the implementation of certifiable eco‐friendly standards within La Quinta Beach Resort Hotel Aruba. Bachelor dissertation. University of Aruba. 83 pp.https://hdl.handle.net/20.500.14473/877This paper presents a qualitative research on the internal communication strategies that were used for the implementation of this new, ‘green’ policy called the TripAdvisor GreenLeaders Program. Moreover, the research focuses on the effectiveness of the communication. ‘Effectiveness’ of internal communication stands for the ability to sustain an individual’s commitment to the organization, what positively contributes to working together with a common goal, and ultimately benefits the organizational effectiveness. The research instrument this paper applied deals with interviews (open research questions) in combination with questionnaire (a set of written questions that allow a choice of answers) (Baarda, 2014: 93, 94) based on the theoretical model. The findings have been analyzed through thematic analysis (Braun & Clarke, 2006: 4-9; Bryman, 2016: 584-589; 697). A total of ten respondents from managers to employees participated in this research. The main research question to this research is: “What are the internal communication strategies of the La Quinta Beach Resort Hotel to create long lasting commitment for the adoption of certifiable eco-friendly standards of the TripAdvisor GreenLeaders Program, and to which extent is the communication perceived as effective by its managers and other employees?” The main finding of the research are that vertical communication within La Quinta Beach Resort is perceived as not effective. Although the implementation of the TripAdvisor GreenLeaders Program policy produces measurable positive results. Both managers and other employees’ opinion that there is a need to improve the quality level of the internal (vertical) communication.EnglishInternal communicationVertical and horizontal communicationEffective communicationCommitmentSustainable developmentSustainable tourismEco-friendly certification programArubaBachelor dissertation