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With the increasing realization of the importance of communication for sustainable development, strategic issues such as institutional alliances, public participation and media integration have emerged as indispensable tools in any environmental campaign. This study is an inquiry into India's Swachh Bharat Abhiyan (2014–2019) which is one of the major strategic sustainable development campaigns of the 21st century. The twin research questions raised are (1) What were the major action-plans and the key outreach strategies adopted in SBA? and (2) How the discourse of swachhata (cleanliness) was propagated in SBA?

With response to research question 1, a seven-fold analysis of the strategic aspects of the SBA is undertaken utilizing Willner's (2006) strategic approach to the promotion of sustainable development campaigns. Research question 2 is addressed through a multimodal analysis of the discourse of swachhata (cleanliness) following the Grammar of Visual Design framework of Kress and van Lieuwen (2006).

The campaign employed a 360-degree promotional strategy. It involved print, electronic and social media; promoted inter- and intra-institutional alliances; roped in opinion leaders and opinion formers; and encouraged massive public participation. Strategically, SBA's discourse of cleanliness adhered to the “3R” principles of the United Nation's Sustainability Goals: Reduce, Reuse and Recycle. Tactically, the discourse of cleanliness was framed in the ideas of shame versus dignity and was entrenched in the ideals of commitment to nation and neighborhood, and good citizenship.

One major limitation of this study is the exclusion of certain intervening variables such as (1) access to the state of the art of green technology, (2) green financing, (3) green incubation, (4) sustainable PPP models for SBA and (5) for-profit approach to environmental cleanliness. Future studies can expand the scope of research by incorporating these variables in their analytical frameworks.

This is the first study to undertake a comprehensive analysis of the communication aspect of SBA. This case study, in particular, can be useful for the young research scholars and postgraduate students of Communication, Management and Public Policy.

This study aims to evaluate the consumer perceptions related to sanitation in the five-star hotels due to the COVID-19 pandemic. It also identified the most significant sanitation dimensions and their influence on the pertinent emotions experienced by the hotel consumers.

It identified seven sanitation dimensions (i.e. exterior of the hotel, guestrooms, washrooms/restrooms, in-house restaurant dining, hotel employees, public areas and handling of food) which were assessed through 10 positive and negative consumer sanitation emotions. A structured online survey was conducted to collect data from the 763 five-star hotel consumers. Exploratory factor analysis was applied on the 35 parameters of the seven identified sanitation dimensions, and analysis of variance (ANOVA) was used to determine the most significant dimensions among the hotel consumers.

Results revealed that among the seven sanitation dimensions, “exterior of the hotel” and “public area” dimensions were found to be statistically less significant compared to the other sanitation dimensions. Findings related to consumer emotions showed that a significantly high percentage of consumers revealed strong negative emotions, i.e. disgust and discontent toward the poor standards of sanitation in the hotels.

The study results may be helpful for the hotel administrators and managers to adequately plan the training sessions for their employees based on the consumer perception and emotions toward the identified sanitation dimensions. Further, it may also help in the implementation of the COVID-19 awareness program based on the consumer inputs and perceptions.

Although a few studies have been performed to explore the sanitation dimensions in the hospitality sector before, but this will be a first attempt to identify and measure the sanitation dimensions and corresponding consumer emotions due to the COVID-19 pandemic.

This paper aims to assess patient satisfaction with nursing care and related hospital services, and association between satisfaction and patient characteristics at the National Hospital of Sri Lanka (NHSL).

A systematically selected sample of 380 patients warded for three to 90 days in general surgical/medical units was interviewed on discharge. Data were collected using a satisfaction instrument previously developed and validated for the same setting, that contained 36 items under five sub‐scales. Multiple logistic regression analyses were used to identify factors associated with satisfaction in each sub‐scale.

The paper finds that the majority of respondents were males (61 percent), aged 35‐64 years (70 percent), educated to GCE (O/L) and above (61 percent), and previously hospitalized (66 percent). The proportion satisfied with “interpersonal care” was 81.8 percent, “efficiency and competency”, 89.7 percent, “comfort and environment”, 59.2 percent, “cleanliness and sanitation”, 48.7 percent, and “personalized and general information”, 37.4 percent. Males reported higher satisfaction (OR varied from 2.29‐2.87, p < 0.001) than females. Patients with GCE (A/L) were less satisfied with “comfort and environment” (OR=0.45, p < 0.05) and “cleanliness and sanitation” (OR=0.45, p < 0.05) compared with those educated below grade 5. Satisfaction with “comfort and environment” was lower among patients from medical (OR=0.51, p < 0.01) rather than from surgical units.

Quality can be improved by assuring comfort, cleanliness, sanitary facilities in wards, and provision of general and personalized instructions. Nursing staff should understand patient characteristics and their expectations when providing care.

This is the first study that described patient satisfaction with nursing care and related supportive services using a validated instrument at the NHSL. The study highlighted aspects of dissatisfaction and recognized patient characteristics that predict satisfaction.

Growing health concerns amid the COVID-19 pandemic have led guests to focus on various aspects of hotel cleanliness. This study aims to investigate whether customers’ perceived importance of hotel cleanliness during their stay depends on local pandemic severity and moderators of the pandemic–cleanliness relationship.

Based on TripAdvisor data from 26,519 reviews in 2020 for 2,024 hotels across the USA, this study evaluated the importance of hotel cleanliness using the estimated coefficient of the cleanliness score in a regression of overall hotel rating scores.

Results of a multilevel ordered logit model confirmed that a more difficult local pandemic situation rendered cleanliness more important during hotel stays. Additionally, the effect of the pandemic was more pronounced among specific groups: men and travelers with more expertise, and guests staying in hotels without COVID-19 protocols for linen cleaning, with a lower average rating, with a larger size and in a more urbanized location.

This study represents a pioneering effort to assess how pandemics shape people’s (perceived) importance of cleanliness during hotel stays based on revealed data. Despite potential managerial relevance, a number of the moderating variables included in this study, such as traveler expertise and hotel location, have never been studied within the context of cleanliness perceptions during a pandemic.

This study aims to propose that there may be a marketable segment of guests who are willing to pay a premium for guestrooms that are cleaned using enhanced disinfection techniques beyond the normal room cleaning procedures. Room cleanliness is important to hotel guests. Some hotel brands currently offer allergy-free rooms, charging a premium for this service. However, no hotel brands currently serve the market that is willing to pay more for enhanced disinfection. This exploratory study investigates whether there is such a segment and, if so, what price premium these customers are willing to pay for enhanced disinfection.

Survey methods were used to determine the consumer’s perceptions of hotel guestroom cleanliness; the effectiveness of traditional and enhanced cleaning methods; and willingness to pay for enhanced guestroom disinfection.

Younger travelers and female travelers of all ages may be willing to pay a significant price premium for enhanced disinfection of a hotel guestroom.

The survey instrument was administered via the Internet, limiting the sample. The study participants were not asked about hotel brand; thus, the results could not be analyzed by brand or service level.

Past research focuses only on traditional cleaning methods. This article provides a template for the hotel industry to explore the feasibility of offering enhanced cleanliness as a revenue-generating amenity.

The hospitality industry experienced an unanticipated challenge from the COVID-19 pandemic. However, research in this area is scarce. Accordingly, this study aims to unfold a three-angled research agenda to intensify the knowledge advancement in the hospitality sector. It proposes a theoretical framework by extending the protection motivation theory (PMT) to explain the guest’s intent to adopt artificial intelligence (AI) and robotics as a protective measure in reaction to COVID-19.

The research is centered on outlining the pertinent literature on hospitality management practices and the guest’s transformed behavior during the current crisis. This study intends to identify a research agenda based on investigating hospitality service trends in today’s changing times.

The study sets out a research agenda that includes three dimensions as follows: AI and robotics, cleanliness and sanitation and health care and wellness. This study’s findings suggest that AI and robotics may bring out definite research directions at the connection of health crisis and hospitality management, taking into account the COVID-19 crisis.

The suggested research areas are anticipated to propel the knowledge base and help the hospitality industry retrieve the COVID-19 crisis through digital transformation. AI and robotics are at the cusp of invaluable advancement that can revive the hotels while re-establish guests’ confidence in safe hotel practices. The proposed research areas are likely to impart pragmatic lessons to the hospitality industry to fight against disruptive situations.

This study stands out to be pioneer research that incorporated AI and robotics to expand the PMT and highlights how behavioral choices during emergencies can bring technological revolution.

After completion of this case study, the students will be able to comprehend the importance of communication in managing change, examine the role of processes and systems in implementing change management initiatives at a large scale, assess the effectiveness of various strategies in mitigating resistance to change and recognise optimal strategies for communication processes and messages with respect to different audience and contexts.

This case study discusses decisions and strategies that led to Indore (a city in the state of Madhya Pradesh, India) becoming India’s cleanest city for the sixth time in a row. The case explores if the various strategies used by the commissioner of Indore Municipal Corporation would continue to succeed in mitigating resistance to change from the citizens of Indore or if the change management strategies needed to be revised. Amidst intensely rising competition from other cities, especially Surat (a city in the state of Gujarat, India), the case delves into the commissioner’s efforts to defend Indore’s claim of being India’s cleanest city for the sixth consecutive time.

This case study is suitable for use in executive modules and management development programs. It can be used for the following courses: ■ In change management course, this case study can cover critical aspects of strategies to mitigate resistance to change and bring about lasting behavioural changes in followers.■ In communication courses, this case study can cover key aspects of communicating the change vision of a leader to a large audience.

Teaching notes are available for educators only.

CSS 7: Management science

The purpose of this paper is to examine the sanitation knowledge and practice of staff who work in restaurant kitchens and to suggest sanitation management plans and efficient ways to enhance sanitation knowledge and practice in the restaurant industry.

The survey research was conducted using a questionnaire composed of 73 questions in three areas of general information, sanitation knowledge, and sanitation practices. The respondents were selected from among kitchen staff working in restaurants that were both at least 198 m2 in size and listed in the Korean Foodservice Information database. The collected data were analyzed to identify the differences between sanitation knowledge and practices.

The results showed that the respondents were well aware of the importance of sanitation during food preparation and cooking whereas they had a relatively lack of personal hygiene. Age and education level of kitchen staff correlated with sanitation knowledge and practices, and kitchen staff working less than 12 hours per shift scored significantly higher in terms of sanitation knowledge than those who worked more hours per shift. Also, kitchen staff working in restaurant franchises showed higher levels of both knowledge and practice than those working in independent restaurants.

A more diversified sanitation-training program should be developed on the basis of the characteristics of kitchen staff members and restaurant characteristics. As kitchen staff members themselves have identified change in perspectives on sanitation as the most important factor for improving practice levels, the training should not only transmit information but should be developed into a training method.

This research provides suggestions for how restaurant kitchens in South Korea can make progress in a situation where sanitation implementation is limited to the transfer of knowledge.

This study aims to compare customers’ perceived importance of various post-COVID-19 recovery strategies (i.e. sanitary practices, discounts, menu modification and marketing strategies) adopted by independent full-service restaurants (casual dining versus upscale/fine dining) using the salience theory. It also assesses the associations between customers’ perceptions and their restaurant spending patterns.

An online survey was administered to assess 657 US adult participants’ restaurant spending behaviors at different stages of the COVID-19 pandemic using recall questions. Higher-spending versus lower-spending participants’ perceived importance of restaurant recovery strategies were compared in the casual dining versus upscale/fine dining contexts.

Amid the COVID-19 pandemic, sanitary practices were the most important factor in participants’ restaurant choices, and it was more important for independent casual dining restaurants than for upscale/fine dining restaurants. No significant difference was found in participants’ perceived importance of sanitary practices across different geographic regions. Higher-spending diners (HSD) perceived almost every restaurant recovery strategy as important. Lower-spending diners (LSD) only considered sanitary practices as important.

This study identified important strategies that restaurant operators and public health officials can adopt to help full-service restaurants recover from pandemic losses.

This study differs from previous consumer choice studies; in that it compared HSD with LSD regarding their perceived importance of various restaurant recovery strategies. This study also provides new insights for understanding the salience theory of choice under the impact of COVID-19.

United for Hope (UfH) is an NGO and social enterprise hybrid that aims to build a prototype for an economically sustainable and progressive “smart village.” This case study focuses on their social enterprise pillar, with specific attention given to UfH's clean water, solar energy, menstrual hygiene, and social tourism projects. This case analyzes how these projects developed and how UfH has adapted its strategies multiple times in its drive to create economically sustainable business models.

UfH has managed its start-up stage by pivoting to adapt. It was seen that UfH had to adapt its strategies multiple times in response to market realities—particularly related to government interference in markets. This case shows that multiple offerings can be an effective strategy to help spread the higher risk often encountered in IB. The need to manage the choice between external partners and internal capacity building, along with the need for expectation management of employees and funders, is also discussed. It is hoped that this analysis of how UfH navigated its start-up phase will provide insights for those who are considering IB entrepreneurship in India and other markets.