The Role of Eco-Friendly Initiatives in Consumer Decision Making in the Hospitality Industry

Sustainability in the
Hospitality industry Part 2

Contents
TOPIC: “The role that eco-friendly initiatives, strategies and policies have upon consumer
decision making in choosing a hotel”..............................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Research Aim...............................................................................................................................1
Research Objectives.....................................................................................................................1
P5 Communicate research outcomes in an appropriate manner for the intended audience........2
P6 Reflect on the effectiveness of research methods applied for meeting objectives of the
research project............................................................................................................................3
P7 Consider alternative research methodologies and lessons learnt in view of the outcomes....4
Recommendations............................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

TOPIC: “The role that eco-friendly initiatives, strategies and policies have
upon consumer decision making in choosing a hotel”.
INTRODUCTION
Sustainability is considered as the quality of being competent for continuing longer period.
Moreover, this concentrates upon accomplishing the requirements of current without
compromising the ability of future generation for meeting its desires. Additionally, hotels which
are focused towards eco- friendly in use of material, water and others that does not strengthen
affects upon environment. For attracting huge customer base, eco- friendly initiatives, tactics and
policies and others plays vital role upon consumers’ decision making in respect of hospitality
industry (Ahn and Kwon, 2020). Also, for grabbing the attention of huge customers, eco-
friendly initiative, tactics and norms plays vital role upon decision making of consumers in
respect of opting effective hotel. Environmental management standards as well as certification
boost the confidence of guest within delivering of hotel services and also contribute towards their
monetary and ecological implementation with aids of reducing atmospheric affects and
development of management controls. For this report, the undertaken hotel is IHG which is one
of the leading British multinational hospitality firms. Its headquarters is in Buckinghamshire,
Denham, England. Also, they have around 889, 582 guest rooms and above 5, 900 hotels all over
100 countries. In this report, the research outcomes and effectiveness of various research
methods are explained. Moreover, recommendations and alternative research methodologies are
also provided in this report.
MAIN BODY
Research Aim
To analyse the impact of eco-friendly initiatives, strategies and policies in decision
making of customer within hospitality industry. A study on IHG.
Research Objectives
 To explore various eco-friendly initiatives and strategies undertaken by IHG.
 To investigate the impact of eco-friendly initiatives in raising awareness for customer in
hospitality industry.
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