Role of Eco-Friendly Initiatives in Customer Decision Making for Holiday Destinations: A Study on London Eye

This research project aims to determine the role of eco-friendly initiatives, strategies, and policies in customer decision making for holiday destinations. The study focuses on London Eye and includes a project management plan, work breakdown structure, Gantt chart, literature review, and small-scale research using qualitative and quantitative methods.

RESEARCH
PROJECT
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Table of Contents
Introduction......................................................................................................................................3
P1 Project aims and objectives...............................................................................................3
P2 Project management plan that covers aspects of cost, scope, time, quality, communication,
risk and resources...................................................................................................................3
P3 Work breakdown structure and a Gantt chart....................................................................4
M1 Produce a comprehensive project management plan, milestone schedule and project
schedule for monitoring and completing the aims and objectives of the project...................8
P4 Small-scale research by applying qualitative and quantitative research methods for meeting
project aims and objectives....................................................................................................8
Literature review..............................................................................................................................9
M2 Evaluate the accuracy and reliability of different research methods applied................11
D1 Critically evaluate the project management process and appropriate research
methodologies applied..........................................................................................................11
Conclusion.....................................................................................................................................12
References .....................................................................................................................................13
Books and journals...............................................................................................................13
Appendices.....................................................................................................................................15
Questionnaire........................................................................................................................15
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Introduction
Sustainable tourism is refers to the concept which consist of overall tourist experience.
Also it includes concern for the environmental, socials and economical issues. Further it makes
attention to improve the tourist experiences and address the needs of the host communities.
There are various types of ecological strategies, policies which can helps the customer in making
decision regarding selection of the holiday destinations. Further, this will be helpful in
achievement of the organisational goals and objectives (Mendaña, and Apritado, 2021). Some of
the strategies which includes ecological strategies such as no harm ecosystem or the
environment, government policies and guidelines and laws. Also, there are various role of eco
friendly initiatives within customer decision making is that it will be helpful in protecting the
environment and helps in having waste management within the organisation. Due to the time of
covid 19 pandemic, many of the customer shifted towards the healthy and hygiene and social
distancing. So, where they are are finding hygiene and proper healthy environment. Then this
will be having true and reliable data an information. The destination selected within this report is
London eye. This report covers project aim and objectives, project management plan and
literature review. Further it includes research methodology and primary data research.
P1 Project aims and objectives
Aim : “To determine the role of eco- friendly initiatives, strategies and policies have upon their
consumer decision in selecting the holiday destination”. A study on London eye.
Objectives :
 To determine the concept of sustainable tourism.
 To analyse the eco- friendly initiatives, strategies and policies have upon their consumer
decision in selecting the holiday destination.
 To determine the benefits of using eco- friendly initiatives, strategies and policies in
changing customer decision in selecting the holiday destination.
P2 Project management plan that covers aspects of cost, scope, time, quality, communication,
risk and resources.
Scope: The scope of this report is that sustainable tourism is more important now a days
because it reduces negative impacts which is being caused by travel for destinations (Wordoffa,
2021). This helps in protecting natural environment, wildlife and resources when there is a
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development and management of tourism activities. That is why the scope of this report is much
broader within a country.
Risk: The risk of the given report is that could be lack of lack of interest of people while
filling questionnaire and giving answers which is being asked by researcher. Further, the another
risk can be lack of financial resources and lack of time management.
Quality: The quality is being maintained by researcher because this will helps in
attracting audience towards the information provided by researcher (Sultan, Sharmin and Xue,
2021). For better quality of information, investigator is using primary and secondary data
collection method in order to collect valid and reliable data and information.
Cost : The cost which is effective for completing this research is that $1100. this cost will
helps in achieving research aim and objectives and completing all the activities in effective
manner. Further, this will amount will spend in order to collect true and reliable data and
information about a specific topic.
Duration: The duration is related with the time which is needed for completion of this
project. The time duration which is needed for completing this research in effective manner is
about 12 weeks which is completed through making some schedule of the activities (Hwang, and
Kim, 2021). This is done through using of Gantt charts and WBS which results in completing
this research in shorter time period.
Resources : The resources needed for completion of this project is respondents, pen,
paper, books and articles and the most important time. These resources will be helpful in
achievement of research aim and objectives and collecting valid and reliable information. The
books and journals are needed for secondary research.
Communication : The communication is of two types these are verbal and non verbal.
Both of the methods are being used by the researcher because this will be helpful in achievement
of getting valid and effective information. As this will be developing the interest of audience and
researcher is directly making contacts with the respondents.
P3 Work breakdown structure and a Gantt chart
Work Breakdown Structure: WBS is the tools and technique which utilises in project
management document (Kwon, and Boger, 2021). It integrates cost, scope and schedule which
helps in ensuring the plans and in the alignment. Further, it is refers to the deliverable oriented
hierarchical decompositions of the work which is to be executed by the team. It provides the
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overall project into smaller components. This divides the project into various manageable
sections. It is a method of organising an completing the task of a project on time.
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Gantt Chart: It is a type of bar chart that helps in illustrating the project schedule and
this shows the dependency relationships which is between activities and the current schedule
status. It consist of two axis. These are horizontal and vertical axis. Vertical axis includes charts
lists of which task to be performed and the other horizontal axis includes time intervals in order
to compel research in a shorter time period (Farooq, and Yahya, 2021).
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M1 Produce a comprehensive project management plan, milestone schedule and project schedule
for monitoring and completing the aims and objectives of the project.
The project is made for achievement of research goals and objectives. It will be helpful in
getting true and reliable information. Further, the milestone which is conducted in this report is
started with project aims and objectives in project initiations, the next is project planning which
includes project management plan, next is project execution which includes primary and
secondary research methods. Further, project controlling includes conclusions and the
recommendations for a overall project report. By using these activities, researcher will be able to
complete this research on given time period and achieve better information and data in order to
attract audience towards their information presented (Sharma, 2021).
P4 Small-scale research by applying qualitative and quantitative research methods for meeting
project aims and objectives.
Research is regarded as the process of developing such systematic approaches and in this
various approaches are included and would be helpful for researcher to reaching out to accurate
conclusive remarks in easy manner. The research requires in-depth analysis so that conclusion
can be framed by researcher and at the same time project can be accomplished as well. There are
two major types of research methods such as:
Qualitative research: The qualitative research is dependent on non-numerical terms in which
opinion of people are collected. Basically this is dependent on collecting thoughts and responses
of people in depth manner. The questions developed within this method is associated with open
ended questions so that in-depth analysis can be exerted (Tidd, 2020).
Quantitative Research: The quantitative is based on numerical term in which in statistical
manner. The responses within quantitative research is asked in close ended questions so that
accurate information can be developed.
As per the topic that research methodology that will be selected by examiner would be both
Quantitative as well as qualitative, it will help in collecting numerical data in shorter period time.
As well another benefit that can be obtained by using this is measuring and evaluating will be
quite easier as compare to qualitative information by using qualitative data more in-depth insight
about the perception of the respondent can be get which helps in making research more reliable.
Research method : Research method consisting of two methods. These are qualitative
and quantitative methods. Quantitative method includes numerical data and information and on
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the other hand, qualitative method includes non numerical data and information which results in
achievement of research aim and objectives. Further, in order to conduct this research, researcher
is using both of the method. As qualitative method is collected through analysing data and it uses
non numerical data. It is collected through literature review which helps in getting in depth
knowledge about the topic. The other hand, quantitative method incudes questionnaire survey
which helps in collecting numerical data through charts and graphs.
Data collection method : Data is collected through two diverse methods. These are
primary and secondary data collection method (Velikova, and Dimitrova, 2021). Primary data is
that which brings numerical data and information through graphs and tables. On the next hand,
secondary data brings non numeric information which resulting in achievement of getting
theoretical data and information. Further, in this research, researcher is using both of the
methods. Primary data is collected through questionnaire which consist of close ended questions.
It will be helpful in getting valid and reliable results. On the next hand, secondary data is
collected through analysing books and articles and it is presented in the form of literature review.
It will brings in depth knowledge about the topic.
Primary source is used because it will help in getting fresh data which is not used before so that
if there is any research gap then it will be analysed. On contrast secondary source is used so that
a understanding can be made about the topic and can be used to make question which is more
related to the study. Questionnaire is used because it will help in getting factusl data and in
secondary source systematic literature review is used because it helps to get past publish
information.
Primary Data: The primary data collection is associated with collection of data in direct manner
so that accuracy can be maintained. This is helpful in developing reliability within research so
that precise conclusion can be drawn.
Secondary Data: The secondary data is defined as collection of data in which existing sources.
These sources includes magazines, publications, journals and many other sources. This source of
data collection is time taking and would lead into covering in-depth results.
Under the current research quantitative research methods are followed. Under this
primary and secondary data collection is used so that conclusion can be drawn in precise manner.
Data analysis: Data analysis is the tool which is used to measure or test the gathered data so that
result can be obtained. There are two types of data analysis tool which is frequency distribution
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and thematic. Frequency distribution is used when there is numerical information and thematic
works when detail knowledge in form of words on sentence is there. In the current investigation
the data analysis tool that is being used is both frequency distribution and thematic. These are
chosen because both numerical as well as quantitative information is to be obtained by examiner.
Sampling : Sampling is the method of selecting some of the samples from large number
of respondents. This includes two methods. These are probability and non probability sampling
method (Khatter, White and McGrath, 2021). Probability sampling method is used in the report
and in this random sampling is used because it provides opportunity to every respondents to be
selected in the sample. The sample size selected within this report is 40 tourists who visited the
place. This will helps in collecting true and valid information about a topic chosen in the report.
Random sampling is used because the tourist will be selected on equal and fair manner so that
biased data cannot be get and every tourist get a chance of being selected.
Literature review
To determine the concept of sustainable tourism.
According to Gini and Ambrosino (2021), sustainable tourism is associated with
minimising cost and maximising benefits of tourism so that natural resources can be prevented
from any harm. Under the concept of sustainability this is analysed that social equality is
maintained. Sustainable tourism is playing significant role in developing whole the tourism
industry and cater the visitors in appropriate manner. Sustainable tourism practices are associated
with conserving natural resources in such a way that long term sustainability can be ensured.
Sustainable tourism is quite precious which is related with history, people and culture so that
natural conservation can be made and at the same time long term benefits can be given to the
community in enhancing their positive experience. This is related with conserving wildlife,
natural resources and in the same manner sustainable tourism is providing socio-economic
benefits. This is considered as future and present economic and environment so that local
communities can attain benefits. With the help of sustainable tourism this is easier for the
industry to develop their visitors number so that nation may develop in appropriate manner.
Sustainable tourism is basically related with using sustainable practices so that negative impact
related with natural resources can be minimised (Ghorban Nejad and Hansen, 2021) . This is
essential for the industry of tourism to undertake such policies by which current and future
economic growth can be inhaled and at the same time cultural authenticity can be maintained.
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To analyse the eco- friendly initiatives, strategies and policies have upon their consumer
decision in selecting the holiday destination.
According to Miotti, M., Needell, and et.al., (2021), there are various eco-friendly
initiatives which are used by holiday destination and these are having high impact on customer
decision making. In this manner by using recyclable methods holiday destination may attract
customer and lead their customers to take significant decision as well. With the help of using
recyclable practices the organisation may minimise their cost and this will lead into developing
the businesses of such holiday destination in appropriate manner. This practice is related with
conserving energy and this will be helpful in providing significant benefits related with long term
sustainability to the destination. In the terms of other approach related with sustainable measures,
the destinations are required to invest in idle equipment so that to provide benefits to the society
and other stakeholders. When an organisation is using sustainable measures then this would be a
selecting feature for customers to acquire benefits as in context of developing the business and to
provide sustainability measures as well. Similarly for local population this is analysed that
natural resources are associated with developing sustainable measures and this would lead into
having prominent support into dealing with issues related with prominence.
To determine the benefits of using eco- friendly initiatives, strategies and policies in changing
customer decision in selecting the holiday destination.
According to Sheoran and Kumar (2021), the major benefits of using such eco-friendly
initiatives and strategies is related with gaining revenues and this is having direct impact on
business policies as well. In the perspective of customer this is analysed that sustainable
practices helps the organisation to develop their business to acquire more customers. Natural
resources are contributing to the economy in developing nature and such measures in which
people get attracted towards scenic beauty. This is identified that in term of sustainable and
responsible tourism is one of the movement which leads into minimising co2 emission in which
energy consumption can also be minimised. In the context of customer destination this is
analysed that sustainable measures are associated with high power of decision making. Decision
making is one of the significant step which is associated with developing customer in such a way
that they can associate with providing majority of judgements. Along with this sustainable and
responsible tourism is also contributing in United Kingdom in economy by reviving rural areas
in places which is significantly helping in improving quality of life of local population and
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facilitating organisation to undertake efficient use of natural resources. In the current time such
practices are encouraged those are having an element of sustainability in it which helps in
promoting the manner of tourism.
M2 Evaluate the accuracy and reliability of different research methods applied.
The accuracy of the research method applied within this report is that researcher is using
both of the methods primary and secondary methods. The accuracy of this report is that it uses
questionnaire survey which helps in gaining true and reliable information (Laguir, Stekelorum,
and El Baz, 2021). On the next hand, reliability of this method is that there is also a use of
literature review which brings true and in-depth knowledge about a particular topic. There is a
use of these two methods which helps in gaining valid and reliable results.
D1 Critically evaluate the project management process and appropriate research methodologies
applied.
The project is being evaluated with having some of the stages like project initiation,
planning, execution and monitoring. These stages includes some of the activities like research
aim and objectives, project management plan, Gantt charts and WBS, literature review and
research methodology. At last it includes conclusion for the given report. The next
methodologies which are used in this research is primary and secondary method both. The other
it uses qualitative method and quantitative method (Anser, Abbas, and Abro, 2021). It includes
both of these methods in order to collect data and information about a particular topic.
Conclusion
From the above, it is concluded that sustainable tourism and travel. Because it helps in
protecting the natural wildlife and resources. These will helps in reduction of the environment
harmful products. It is being concluded that London eye is having a sustainable tourism. There
are certain eco friendly initiatives and strategies which are used in order to impact customer
decision making while selecting of the holiday destinations. Some of the strategies includes
water efficient toilets and engage employees to be more conscientious and energy efficient light
bulbs. These will be helpful in protecting environment and helps the customers in choosing their
holiday destination which helps in saving their money and be effective in nature.
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References
Books and journals
Anser, M.K., Abbas, S., Nassani, A.A., Haffar, M., Zaman, K. and Abro, M.M.Q., 2021.
Innovative Carbon Mitigation Techniques to Achieve Environmental Sustainability
Agenda: Evidence from a Panel of 21 Selected R&D Economies. Atmosphere, 12(11),
p.1514.
Farooq, M. and Yahya, S., 2021. The Impact of Green Religiosity on The Green Product
Switching Behavior in Pakistan: The Role of Green Personal Values and Green
Altruism. Journal of Religion and Health, pp.1-24.
Ghorban Nejad, S. and Hansen, H., 2021. Environmentally Motivated Travel Reduction: The
Effects of Availability, Herding Bias, and Self-Monitoring. Sustainability, 13(2), p.691.
Gini, S. and Ambrosino, G., 2021. Innovation, Digital Solutions and MaaS Concept in Touristic
Insular and Rural Destinations: The Case of the Shared Mobility Agency in Elba. In
Sustainable Mobility for Island Destinations (pp. 39-66). Springer, Cham.
Hwang, J. and Kim, H., 2021. The effects of expected benefits on image, desire, and behavioral
intentions in the field of drone food delivery services after the outbreak of COVID-19.
Sustainability, 13(1), p.117.
Khatter, A., White, L., Pyke, J. and McGrath, M., 2021. Stakeholders’ Influence on
Environmental Sustainability in the Australian Hotel Industry. Sustainability, 13(3),
p.1351.
Kwon, J. and Boger, C.A., 2021. Influence of brand experience on customer inspiration and pro-
environmental intention. Current Issues in Tourism, 24(8), pp.1154-1168.
Laguir, I., Stekelorum, R. and El Baz, J., 2021. Proactive environmental strategy and
performances of third party logistics providers (TPLs): Investigating the role of eco-
control systems. International Journal of Production Economics, 240, p.108249.
Mendaña, K.C. and Apritado, J.M.M., 2021. Destination competitiveness and marketing
strategies among resorts business in Occidental Mindoro. International Journal of
Research, 9(3), pp.103-119.
Miotti, M., Needell, and et.al., 2021. Quantifying the impact of driving style changes on light-
duty vehicle fuel consumption. Transportation Research Part D: Transport and
Environment, 98, p.102918.
Sharma, A.P., 2021. Consumers’ purchase behaviour and green marketing: A synthesis, review
and agenda. International Journal of Consumer Studies, 45(6), pp.1217-1238.
Sheoran, M. and Kumar, D., 2021. Conceptualisation of sustainable consumer behaviour:
converging the theory of planned behaviour and consumption cycle. Qualitative
Research in Organizations and Management: An International Journal.
Sultan, M.T., Sharmin, F., Badulescu, A., Stiubea, E. and Xue, K., 2021. Travelers’ responsible
environmental behavior towards sustainable coastal tourism: An empirical investigation
on social media user-generated content. Sustainability, 13(1), p.56.
Velikova, E. and Dimitrova, S., 2021. SUSTAINABLE DEVELOPMENT MODEL FOR
MOUNTAIN TOURIST TERRITORIES IN BULGARIA AFTER THE CRISIS
PERIOD. Economic Studies, 30(7).
Wordoffa, A., 2021. Corporate Social Responsibility Practices of Hotel Industry: A case of
Selected Hotels in Bishoftu Town, Ethiopia.
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Appendices
Questionnaire
Q1. According to you, what did you understand by the term sustainable tourism?
a. complete tourism experience
b. interest for economic, social and environmental issues
c. attending to rising tourists' experiences
Q2. What according to you strategies and policies are used of eco friendly in order to impact
customer decision making?
a. water efficient toilets
b. engage worker to be more careful
c. energy efficient light bulbs
Q3. According to your opinion, which is the important factor while visiting a tourist attraction?
a. Waste management
b. Control of visitors numbers in order to protect the area
c. Accessibility of the attraction
Q4. What factors did you see in order of the importance when booking for the holiday
destination?
a. Weather or climate
b. Impact of the environment
c. Local cultural interest
d. Availability of tourist attractions
Q5. Have you been ever act in a form of betterment with 'green' accreditation?
a. Yes
b. No
c. Can't say
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Q6. As per you, what type of accommodation did you stay in?
a. Hotel
b. Holiday park or caravan
c. B&B
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