Hilton Hotel's Sustainability Practices

This assignment examines Hilton Hotel's commitment to sustainability through its green marketing strategies. It delves into various aspects, including the integration of environmental considerations into their business operations, waste management practices, energy conservation initiatives, and stakeholder engagement. The analysis draws upon relevant academic literature to evaluate the effectiveness of Hilton's sustainability efforts and its contribution to sustainable development goals.

Green practices adopted by
UK hotels and its role in
gaining competitive
advantage: A study on Hilton
Hotel UK

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background to the Research.............................................................................................1
1.2 Organizational Background..............................................................................................2
1.3 Significance of the problem..............................................................................................2
1.4 Statement of Purpose........................................................................................................3
1.5 Statement of Problem.......................................................................................................4
1.6 Aims and objectives.........................................................................................................4
1.7 Research Questions..........................................................................................................5
1.8 Analysis and framework...................................................................................................5
1.9 Dissertation Structure......................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Introduction......................................................................................................................7
2.2 Concept of Green Practices.............................................................................................7
2.3 Relevance of Green Practices in Hospitality Sector.......................................................10
2.4 Green Practices prevalent in hospitality sector..............................................................11
2.5 Role of Green Practices in gaining competitive edge in the market..............................14
2.6 Barriers faced by Hospitality sector in adoption of green practices...............................15
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................16
3.1 Introduction....................................................................................................................16
3.2 Research Approach.........................................................................................................16
3.3 Research Philosophy......................................................................................................17
3.4 Research Strategy...........................................................................................................17
3.5 Research Design.............................................................................................................18
3.6 Data Collection Methods................................................................................................18
3.7 Data Collection Instruments...........................................................................................19
3.8 Sampling.........................................................................................................................19
3.9 Reliability and Validity..................................................................................................19
3.10 Ethics............................................................................................................................20
3.11 Limitations of the Research..........................................................................................20

REFERENCES..............................................................................................................................21

CHAPTER 1: INTRODUCTION
1.1 Background to the Research
In the present world, one of the haunting public concerns has been in regards to
sustainability of economic development. The increasing depletion in the environmental
conditions and accelerating deterioration of the natural resources is one of the major factors
behind the increment in such concern among the residents of this universe. It is interesting to
highlight that the need of adopting a 'green movement' was realized by the world in 1960s,
however, the business world has now after passage of almost 20 years realized the obligation to
adopt such practices in its ideology, policies and culture (Dane, 2010). The term 'green business'
has found its inception in the present world. But a universal acceptance of this trend is yet to be
taken place, as the concept in itself is still in the evolving stage and is attached with various
ambiguities. One of the reason behind this is that the perception of greening changes in every
region. Moreover, it is considered as a liability by the companies both in terms of cost and loss of
revenue.
Each and every entity in the world can realize the effect of changing environmental
conditions, which is primarily caused due to increasing level of pollution and depletion in natural
or non-renewable resources. This in turn has made the public and business houses realize the
harm which has been inflicted on the conditions of our surroundings. A major role is played by
the carbon emissions of businesses and other related activities which take place on a major level.
In pursuance to the same government of all the nations have have mandated large business
houses to adopt green practices and reduce their footprint on the environment. An increasing
trend of introducing policies for protection of the environment has been observed in various parts
for the world (Achieving Sustainable Green Practices, 2011). As it is known large businesses
function on larger level to utilize increasing number of resources and thereby impacting the
environment on a larger level. Hence, businesses adopting sustainable practices can make a huge
impact on the level of protection catered towards the environment. Moreover, it poses a great
benefit for the business units as well, in the form of a direct influence on the performance of the
company. Adoption of sustainable practices has the potential to strengthen the position of a
company in the market, thereby making a positive impact on the goodwill so possessed by the
entity. This in turn also improvises the morale of employees, thereby, leading to a positive drive
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of change in the society. An additional advantage of cost saving may also be realized by the
businesses (Miller and et. al., 2012). It has been observed, that the modern businesses have
increasingly been adopting green practices within their operations in their initiative to pay back
to the environment on the basis of which they have grown.
1.2 Organizational Background
One such entity is Hilton Hotel which has adopted various green practices which its
culture and policies, in their drive to reduce the footprint on the environment. The entity is
functioning in the hospitality industry for a long time and has marked its presence worldwide.
The Hotel has been leading entity in the industry of Hospitality, all over the world. The inception
of the company was laid in the year 1954, by its founder Conrad Hilton, whose vision to fill the
world with light and warmth of hospitality has been successfully working for the entity till date.
In addition, every stakeholder of the Hotel is driven by this vision (About Us – Hilton Hotel,
2016). Moreover, the management of the Hotel also seeks to preserve the environment with the
aid of adopting efficient operations and undertaking innovative partnerships. It is believed by the
Hotel that the challenges posed by the changing environmental conditions heavily imposes the
welfare of people as well as the ecosystem of the earth. Hence, in pursuance to the same the
authorities have identified some of the areas which tend to heavily impact the environment and
have adopted a strategy to amend the current practices in order to specifically address the issues.
This identification of specific areas has been undertaken along the entire value chain, for
establishment of operational objectives as well as adoption of efficient policies. This has further
enabled the management to develop measures and tools in furtherance to their objective of
preserving the environment as well as monitor the advancement.
1.3 Significance of the problem
The present study throws light on the green practices adopted by the Hospitality industry
of Britain. It is has been seen in the present era that the footprint of various organizations on the
environment has undergone a major level of escalation. It would not be wrong to say that the
hospitality industry also constitutes to be one of the major contributors to this environmental
deterioration. This industry in particular has been impacting the surroundings by exploiting
energy and emitting carbon in the air. Further, immense amount of waste is generated by the
daily activities of hotels and usage of water is also on a grand scale (Green Business: Challenges
and Practices, 2014.). These highlighted issues constitute to some of the impacts being made by
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this industry on the environment. With the technological advancement and adoption of highly
mechanized system, the level of exploitation and its impact has also increased. Therefore,
adoption of green practices by the components of this industry is the need of the hour and hence,
the instant study focuses on various measures which can be adopted by these entities to go green
in its operations.
1.4 Statement of Purpose
The fundamental rationale behind undertaking this study is “To critically analyze the
green practices adopted by UK Hotels and how these practices support in gaining competitive
advantage – A case study of Hilton”. The increasing awareness of environmental enhancement
can be specifically witnessed in the Hospitality Industry of the UK, and has resulted in large
benefits to the environment. Along with the same, a major impact can also be seen in the form of
benefits which are being extracted by the various hotels of this sector (Rockell and et. al., 2010).
As has been observed in the market of UK, Hilton Hotel has adopted green practices on an
extensive level by taking initiatives in the field of preservation of various natural resources. It
pursuance of the same the Hotel has been awarded with product of the year from Environmental
Leader for its product 'Light Stay'. It is in essence a Corporate Responsibility Measurement
platform which recognizes the innovative approach being applied by them to reduce their
environmental footprint and enhancing their energy management with the aid of 'Light Stay'.
Moreover, Newsweek's 2016 has ranked Hilton among the top entries of the Top Green
Companies list. Hence, the study is being pursued to analyze and understand various measures
being undertaken by the Hotel in its drive to preserve environment.
One of the interesting facts which is worth noting is that Hilton has become the first
global company from the hospitality sector to be certified ISO 50001 for Energy Management.
The company functions to efficiently utilize energy to ensure a low carbon future for all. In
pursuance to the same a reduction of about 14.5 % has been realized by the company. Moreover,
it is also a certified ISO 14001 in relation to the Environmental Management as well as 9001 in
context to Quality Management. It has developed itself as top Green Brand across the world and
has been positioned within top 50 of the of list of Green brands (Preserving Environment, 2016).
It has been observed that green brands are given a leverage over other brands of the
market and hence enable them to attain a competitive edge in the sector. Hilton has proved to be
one of the best living examples of this trend. In today's world the public has become aware about
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the environmental concerns and the need to adopt environmentally friendly measures in every
aspect of our lives. Hence, in this drive of improving out surroundings, a major level of support
can be realized by enterprises from the end of the public. This support is extended in the
hospitality industry as well, in the form of people preferring to access services which are not in
any form hampering the environmental conditions and are green in nature (Stahl, 2006.). This in
turn has shown an enhancement in the reputation of the organizations in the market and
specifically in the case of Hilton. Additionally, the name of the company has been ranked at high
positions in environmentally friendly parameters. Therefore, in pursuance to these developments
realized by Hilton Hotel due to adoption of green practices has developed an interest of the
author to analyze the same. Moreover, the initiatives undertaken by Hilton are innovative and
highly effective in achieving their targets and hence, are being studied to present a study for
influencing the other players of the sector. Apart from this, the author has a keen interest in the
subject of environmental betterment and is of the opinion that the practices adopted by this
company are highly inspirational and offers great deal of learning.
1.5 Statement of Problem
The fundamental problem posed by negligent behaviour of enterprises towards the
environment has led to a major level of depletion in the conditions of our surroundings. With the
technological advancement and less awareness about its impact on the natural resources has led
to be one of the greatest concerns of the present era. Further, this deteriorating conditions can be
realized by each of the resident of our earth in the form polluted air, increasing number and type
of diseases, depletion of ozone layer, increasing number of health and skin issues and so on.
There are many corporates who have realized their obligation towards the betterment of
environment and has adopted green practices to reduce their footprint. However, many entities
especially in the hospitality industry are still ignorant of this issue, unlike Hilton Hotel.
1.6 Aims and objectives
The primary aim of this study is “To critically analyze the green practices adopted by UK
Hotels and how these practices support in gaining competitive advantage – A case study of
Hilton”. In furtherance to the aim, following objectives have been ascertained for realizing the
expected findings:
 To understand the concept of green practices in the entire hospitality industry of UK.
 To analyze the impact of green practices in gaining competitive advantage in the market.
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 To evaluate the ways adopted by Hilton for reducing its adverse impact on surroundings.
 To recommend effective ways through which Hilton can enhance its green practices.
1.7 Research Questions
The below mentioned are the Research questions identified for effectively undertaking
the research on the basis of aims and objectives to carry out the present study:
 What is the relevance of green practices in the entire hospitality industry of UK?
 What is the role of green practices in overall performance of Hilton Hotel, particularly in
terms of gaining competitive edge?
 What are the ways adopted by Hilton Hotel for reducing its adverse impact on
surroundings?
 What are the effective ways through which Hilton can enhance its green practices?
1.8 Analysis and framework
The design of the instant study is in the nature of exploratory with its primary emphasis
on finding and exploring innovative ideas and thoughts which can lead to fulfilment of aims and
objectives of the present research. Further, this design shall enable to ascertain various green
practices being exercised by Hilton Hotel and also the manner in which it shall support the Hotel
to attain a competitive advantage in the market. The study shall be presented in an inductive
approach, wherein he findings shall motion from specific to general. One of the fundamental
factor behind opting of this approach is that the whole study is focused on the green practices
adopted by Hilton Hotel. A philosophy of Positivism has been adopted all the arguments and
scenarios presented herein shall be positive and portray the steps undertaken by Hilton for
improvement of environmental conditions. The collection of data has been from secondary
sources. In furtherance to the same, past research and literature are used to accumulate relevant
information with regards to green practice. The source of secondary data shall be from books and
journals, in addition to some online articles. A snowball sampling shall be undertaken to obtain
relevant information for present research. The data gathered through the means of this process
shall be analyzed qualitatively, on the basis of various themes which shall be prepared in relation
to the aims and objectives.
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1.9 Dissertation Structure
To undertake the instant research in a mechanized form and further present it in a
structured manner the following sequence of chapters has been prepared. The rationale behind
development of this structure is effective fulfilment of aims and objectives of carrying out the
research.
Chapter 1 Introduction: This section of the dissertation shall introduce the chosen topic by
providing a brief background of the research topic and overview of the company. Followed by
which the rationale of carrying out the instant research along with the aims and objectives so
determined shall be covered. This chapter seeks to acquaint the concept of green practices,
particularly in respect to Hilton Hotel.
Chapter Literature Review: This is the second chapter, which shall provide a critical analysis of
the research topic on the basis of themes so formulated out of the aims and objectives. This
analysis shall be undertaken with the assistance of opinions and observations of various authors.
The themes shall be primarily evolved from the green practices of Hilton Hotel and the manner
in which it supports in gaining competitive advantage.
Chapter 3 Research Methodologies: It is one of the most vital section of the dissertation which
ascertain the tools and techniques being employed for undertaking the present research.
Secondary data shall be utilized for collecting data, which shall be analyzed by formation of
different themes and with the application of inductive approach.
Chapter 4 Data Analysis: The segment shall undertake a qualitative analysis of the data
collected from primary source. The data gathered from undertaking the research is primarily
collected from senior managers of Hilton Hotel through the means of well structured
questionnaires.
Chapter 5 Conclusion and Recommendations: The last chapter of the dissertation shall present
the findings so deducted from analysis of the data. It shall reflect the manner in which Hilton
Hotel has gained competitive advantage in the market by adopting various green practices.
Finally, relying on the analysis and the findings certain recommendations have been made for the
betterment of the company.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature Review constitutes to be one of the most vital sections of any research, as it is
a critical analysis of the subject matter on the basis of opinion of various authors. The objectives
framed to conduct the present research shall be satisfied at this level to a major extent through
the means of theoretical data so collected in the form of concepts and theories. This study shall
primarily focus on the concept of Green practices, its significance in the Hospitality industry of
UK and its contribution in achievement of competitive edge in the market. Furthermore, the
study shall be carried out with the perspective of Hilton Hotel UK.
2.2 Concept of Green Practices
Adopting Green Practices in one's business refers to pursuing policies and strategies
which are friendly and responsible towards the ecology. The ideology behind these practices has
been linked with sustainable development. Rockell and et. al (2010) explains the concept in a
very narrow format by referring it a means to produce green output. On the other hand, Green Jr
and et. al (2012) explained it as an art of balancing between the urge of gaining higher profits,
sustainability and humanity. Organizations who have adopted these practices can also be termed
as green businesses, who strive to earn profits without impacting the environment as well as the
society in a negative manner. In pursuance of the same, it can be said that green businesses
function to minimize the negative influence on the local and global surroundings, society and the
economy. In addition, the management of such organizations formulate policies and strategies
which particularly address environmental concerns and positively impacts human rights. On a
similar note Azevedo, Carvalho and Machado (2011) opined that these businesses have practices
which are completely sustainable in nature to benefit the natural system, assist the society and
its people to spend a healthy life today without compromising on the needs of the future
generation. In addition, they ensure that their contribution towards the economy is also not
hampered along with the profitability margin they have been retaining by undertaking the
business activities. This leads us to the framework of integrated decision-making, which was
propounded by Ham and Han (2013). The basic requirement of this approach is to enable the
businesses to formulate policies which are integrate the above three aspects of society,
environment and economy. The author does not expect the organizations to cover all the
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dimensions of sustainable development but only some essential ones to ensure a healthy life for
the future generation.
Green practices promote usage of natural resources in an optimum manner without
having a trace of exploitation in their technique. Moreover, renewable resources are preferred by
this approach to make the entities environmentally sustainable and in addition it also strives to
make them socially responsible for their impact on the living conditions of other humans. This
responsibility is imposed in the manner that they consider themselves accountable for usage of
the human resource as well, in addition to the influence sustained by them. Chou, Chen and
Wang (2012) has opined that it is important to understand that green practices is a wider concept
which encompasses within itself the obligation towards the society and humans, in addition to
the environment. The responsibility towards the surroundings has been attached with the
requirement to honour human rights of the current as well as future generations, while ensuring
economic viability of their own business. The mentioned author strives to obliterate the
distinction between 'green practices' and 'sustainable practices' and in essence requires business
organizations to adopt a sustainable approach towards economy, society and environment. It has
been observed by Mudgal and et. al (2010) that such businesses adopting green practices follow
a Triple Bottom Line (TBL) framework in their accounting. TBL is essentially comprised of
three components – Social, Ecological and financial. These three dimensions of performance are
adopted to ensure compliance with the their social and environmental responsibility, along with
enhancement of economical value. This approach seeks to widen the concentration of businesses
from the financial perspective to social and environmental concerns as well.
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On the contrary, Berezan and et. al (2013) has adopted a narrower approach towards this
concept by focusing only on the term 'green' and considers it to concerned with and in support of
betterment of the environment. He is of the view that it is a commitment to be in compliance
with the environmental principles while operating the business activities. In a direct manner it
can be stated as an approach with which entities prepare a plan to reduce its impact on the
environment or ensure to undertake actions which do not pose any negative influence on the
surroundings.
As observed by Young and et. al (2010) green practices brings about a revolutionary
change in the approach of a business entity and the manner of their working. With the aid of
these practices corporates can protect the environment from adverse effects as well as aid in
sustenance of natural resources. On the contrary Pearce, Barbier and Markandya (2013) stated
that more than a measure, it is an approach or philosophy adopted by business units towards the
manner in which various policies and strategies are formulated for betterment of planet,
customers, society and the employees. Hence, it can be said that these practices obligate an
9

organization to work for the betterment of their stakeholders and ensure a healthy environment
for all.
The present era of globalization and technological advancement has given rise to various
new issues, in addition to the benefits it has been providing. As identified by Elliott (2012), the
consequences realized on the environment are posing a major threat for the present as well as
future conditions.
2.3 Relevance of Green Practices in Hospitality Sector
The Hospitality sector's contribution to the depleting conditions of the environment is not
less than any of the other industry. Brand (2012) has calculated that the Hotel industry's carbon
emission on an annual basis amounts to 60 million tons. This can be credited to the wasteful
practices prevalent in the industry as well as some oblivious guests which tend to exploit the
available resources. The energy spent on an yearly basis can be approximately summed up to
$7.5 billion and an immense amount of waste is produced by each of the entity of this sector. The
most shocking figure is the level of consumption of water on an annual basis which equals to
around 219 billion gallons. The above mentioned figures clearly reflect the extent to which this
industry has been hampering the environmental conditions. It is important to note that this list is
not exhaustive in nature and poses a large impact on its surroundings. The Hotel industry deals
with varied people on a daily basis and each of the guests they receive come with different
requirement and habits. In pursuance to the same, the management of the hotels are required to
stay prepared to cater to each of the needs in an efficient manner and hence, are also required to
deploy the available resources on a large scale. It has also been observed that, guests visiting
hotels generally longs to spend luxury time in the hotel and in this desire they tend to utilize
various resources such as water, energy and so on in a way which leads to wastage and
exploitation. These figures if calculated on an aggregate basis shall amount to an exorbitant
figure which poses a proportionate threat on the surroundings.
Owing to the above mentioned ill-effects of the hospitality industry, it can be inferred
that this industry is required to take a step forward to reduce their footprint on the environment.
A small contribution at the end of a single entity has the potential to bring about a major
revolution on the industry level, thereby, reducing the impact on the overall atmosphere. One of
biggest example has been established by the Hilton Hotel UK which has been recognized for
adoption of innovative techniques for optimum utilization of energy and has been awarded the
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first rank in Top Green Companies of the year. Singh and Pandey (2012) has opined that the
components of the industry shall take inspiration from the practices being followed by Hilton and
has laid great emphasis on adoption of green practices in their operation and become socially as
well as environmentally responsible. This assertion can be corroborated from the fact that if all
the hotels of the nation decide to go green by saving water, then this trend has the potential to
save about 65.7 billion gallons a year. On the other hand, Zhang, Shen and Wu (2011) has
opined that it is not just the obligation imposed on the management of hotel, but it is also the
responsibility of all the guests who visit these hotels and utilize their services.
In the present world, the consumers have become aware of all the prevalent issues and
therefore, prefer to utilize activities which are environmentally friendly. In pursuance to the same
adoption of green practices shall enhance the reputation of these hotels and positively impact the
brand image of the entities. In turn, higher profits and turnover can be realized which shall be
extremely beneficiary for the business of these hotels. The benefits posed by adoption of these
practices is two-fold in the sense that utilization of resources in a controlled manner shall save
money in addition to the the environment. One example which has attained heights in this subject
is Mariott International. It has been observed in the case of this hotel that the fact that they have
included various goals to reduce their footprints on the environment by bring about a regular
reduction in the utilization of some of the important resources has proved to be one of the major
reasons for customer satisfaction. Verrier and et. al (2014) has opined that this is also one of the
means to inspire a large number of people as the interaction of hotel industry is direct with the
public in general. Hence, it can be inferred that adoption of green practices by the constituents of
hospitality industry has multifaceted advantages for overall improvement.
2.4 Green Practices prevalent in hospitality sector
The business players of the hospitality sector in order to go green, adopts various
principles and policies which function to enhance the living conditions for various stakeholder,
society and the planet. Winston and Mintu-Wimsatt (2013) has stated that the goals of social and
economic fairness, environmental sustainability and development are attached to the operations
of the enterprises from production to the supply chain management. Some of the common
practices which are particularly adopted by the businesses in this sector are those related to water
conservation and reuse of the linens. Apart from this various practices related to optimum usage
of energy and other natural resources, minimizing the impact of various practices on the
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environment and specifically reducing carbon emission are also prevalent in the hospitality
industry.
For instance, Hilton in order to improve its environmental performance has developed an
integrated culture within its organization, which is more sustainable in nautre and promotes the
same across all the units of Hilton. In pursuance to the same, the management has opted for
various environmentally friendly and smart choices within its internal as well as external
working. Moreover, the Hotel is utilizing LightStay to keep a track on the fulfilment of the
ascertained goals, and further share best practices in order to assure continuous improvement. It
is important to highlight, Hilton is considered as one of the Top Green Corporates on the planet.
On a similar fashion other big names such as Mariott, Westin and so on have also taken
initiatives in furtherance to this mission to make a greener environment for the present as well as
future generation.
Some of the specifc practices which can be adopted by the Hospitality sector of UK can
be related to Energy Conservation, which can be undertaken by making an efficient usage of
energy within the internal and external operations. In view of the same, Stahl (2006) has opined
that this could be a key strategy for any entity to ensure a reduction in the carbon footprint and
secure a future with low level of carbon in the environment. In furtherance to his initiative,
businesses can opt for an efficient lightings sytem throughout the premises to ensure
minimization of the energy consumption through the means of florescent light bulbs or the ones
which consume electricity. Automatic systems shall be installed to switch off electronics and
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Illus
tration 2: Green Electricity
Source: Preserving Environment, 2016

appliances when not being used for a longer duration of time and further use only those appliaces
which save energy. Hence, every entity shall make an attempt to monitor and control the
consumption of energy at all levels, which in turn shall have a significant impact on its
contribution towards sustainable practices. Ottman (2011) states that a energy management
program can be adopted within the internal system of the Hotels so as to make an optimum
utilization of electricity in the activities of heating, cooling and other usages of energy.
Illustration 3: A hierarchy for Waste Management
Source: Neergaard and Ulhoi, 2007
Finlay and Gough (2008) has emphasized on another important area of Waste
management which requires focus of this industry. It has been observed that the generation of
solid waste on a global level shall increase to 70 percent by the year 2025, in accordance to a
World Bank report. Further, it has also been noted that a major contribution is made by the
hospitality sector, which is a major cause of concern. Therefore, there is an urgent need for these
businesses to recycle the waste and also dispose off the immense amount of garbage in an
effective manner. One of the first steps which can be taken in pusuance of this is reduction in the
usage of paper and go digital. Van den Akker and et. al (2006) has noted that 35% of the waste is
constituted of paper, even though it is one of the easiest thing to recycle or reuse. Hence, the
practice of communicating through emails witht various stakeholders shall be encourgaed,
instead of printing letters or booklets for this purpose. In the even printing a document or
information is necessary, then sustainable papers shall be utilized to be in consistent with green
practices. The offices shall be provided with paper recycling bins so as to reduce the paper waste.
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Apart from this a large amount of waste in the form of food articles and plastic products is also
generated by hotels. The managment shall recycle these biogedradable wastes being generated
from the daily operationof the hotel to make vermi compost or prepare biogas. This in turn shall
act as an effective waste management scheme and in addition, function for betterment of the
planet. Finally, a proper system for disposal other waste shall be adopted, which is either in the
form of plastic or e-waste.
2.5 Role of Green Practices in gaining competitive edge in the market
A significant advancement has been experienced by the hopitality sector in relation to
increase in green initiatives and sustainability practices. A prominent role is played by this
approach of the businesses in formulating a position in the market or in the process of branding.
In today's world, more and more hotels are converting themselves into green businesses and this
trend can be owed to the increasing consciousness in the guests as well as the staff members.
Miller and et.al (2012) has noted the importance of the standard of "worldwide global
citizenship" has gained immense significance in the present market and the management of
various enterprises are striving to achieve the same. One of the hotels which has understood the
importance of these practices is Westin. It has been successfully providing the guests with
innovative opportunities to contribute towards the betterment of a healthy environment.
Apart from many benefits which can be enjoyed by these entities on adoption of green
practices, is that of attainment of competitive advantage in the market. Wåhlberg (2012) has
stated that green practices is one of the measures for the hotels to attain the position of
competitive advantage in the market, as long as it is undertaken as a volunatary measure. It has
also been observed that adoption of these practices is set to become a mandate considering the
rise in the cost of non-renewable energy, increasing pressure from the regulators and lastly, the
escalating level of consciousness within the guests as well as general public. In light of this fact,
Neergaard and Ulhoi (2007) has foreseen that business models with a focus on green practices
are bound to attain strong position in the market and thereby achieve a competitive advantage in
the market. Moreover they shall place themselves way ahead in the emerging sustainability
curve. Some of the leading names in the industry feature LEED certified buildings as a strategy
towards going green in their operations. In addition, they offer a variety of services which are
completely eco-friendly, some of which are in the form of green spas and green restaurants.
Solomon, Russell-Bennett and Previte (2012) have observed that these practices have
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successfully tested the appettite of customers for green practices, specifically in this industry.
Another big name is that of Hilton Hotel which has begged various awards and recognitions for
its green practices. This in turn has led to a spread of the word in relation to the efforts
undertaken by the Hotel which has attracted new clientele for the Hilton. In addition, this has
also ranked a high position in the list of socially responsible companies and has enabled them to
sustain a competitive advantage in the market.
2.6 Barriers faced by Hospitality sector in adoption of green practices
Various players of this sector has shown hesitance in adoption of eco-friendly practices in
their operations. One of the major reasons which have been observed by Wåhlberg (2012) is this
regard are increased capital costs and budget approvals. These have posed to be some of the
major discourging factors for entities to adopt green practices. It has also been stated by some of
the hotel owners that they feel adoption of a green approach in the overall operations is not
feasible and seems to be practical only in theory. Dane (2010) has established that, the fact that
green practices require a totally new concept of ways of working, which is not comfortable for
various players of the market. This is one of the major reasons entities have adopted this
approach only in a limited scope of working and have not transformed the overall operations in
furtherance to this objective.
Another major reason has been given by Rockell and et. al (2010), who has opined that
the results of adoption of green practices can be primarily be witnessed in the lon run and hence,
management of these hotels are discourgaed by not realizing any change in their profits or other
relevant factors. It is important to note that, the basic level of awareness about the sense of
responsibility towards the planet as well as society is missing within the industry. Hence,
knowledge deficiency is one of the greatest challenges being faced in this sector. The entities are
struggling to comprehend the long term benefits they may realize by inculcating these activities
which could be in the form of reduced costs or higher good will in the market. The level of
awareness about the environmental footprint among the small business players in very low and
this amounts to be a major constraint in adoption of eco-friendly practices within the operations
of their busniesses.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
This is one of the most important section of the dissertation as it establishes the tools and
techniques which are deployed by the researcher for undertaking an effective and efficient
investigation of the research topic. A very vital role is played by these tools for fulfilment of the
aims and objectives of the dissertation. This Chapter covers some of the specific topics which
can be enumerated as Research Philosophy, Research Approach and Research Strategy which is
illustrated in the context of the case scenario. Then it elaborates Research Design, Data
Collection methods and Instruments, Sampling, Reliability, Validity, Ethics and Limitation of
the research so conducted. Undertaking research on the basis of these tools and techniques, shall
enable the investigator achieve all the expected results.
3.2 Research Approach
Adoption of an appropriate research approach is considered to play an instrumental role
in realization of expected findings. An effective process of research can only be conducted after
a suitable research approach is selected by the researcher. Furthermore it also enables the
investigator to make correct and highly effective decisions in association with the study, which
in turn further aids in accomplishment of relevant and helpful results (Kothari, 2011). This
technique essentially functions to reduce omissions in the whole process of research and plays an
imperative role of a highly efficient support system for execution of various methodologies
selected for carrying out the research. Research approaches can be bifurcated into two categories
– Inductive and Deductive Approach. The former is an approach which encourages the collection
of only beneficial data, on the basis of which the researcher can identify a pattern to evolve a
theory. This in consequence assists in ascertainment and explanation of patterns within the data.
Whereas, deductive approach promotes undertaking a research which moves from general to
specific.
The researcher in the instant study has adopted inductive approach, on the basis of which
the investigation has been carried out focusing on Hilton Hotel and for identification of the role
played by green practices in attainment of competitive edge in the market. The rationale behind
selection of this approach is primarily to collect data relevant to Hilton Hotel and particularly in
context of Green practices adopted by them through secondary modes. Further, a focused
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research has been conducted to determine the connection between green practices and
achievement of competitive edge by the Hotel.
3.3 Research Philosophy
Research Philosophy can be characterized as the value and beliefs on the basis of which
the researcher undertakes the process of investigation as well as applies the findings in varied
manner (Jackson, 2011). On employment of an appropriate philosophy, the researcher is further
empowered to make the best choice of the method to be used for data analysis, which in turn has
a direct influence on the aims and objectives of the study. Research Philosophy can be classified
into Interpretivism and Positivism. The former promotes the provision of sufficient justification
of the issues related to the research through the means of relevant facts and figures. Whereas the
latter believes in generation of a hypotheses which is then examined and analysed through the
study. In addition, it also provides explanation which can be corroborated with the existing
knowledge over the subject.
The researcher to undertake this dissertation has inculcated the philosophy of Positivism.
In pursuance to the same, the researcher has also put forth some personal views in connection to
the subject. With the assistance of this philosophy, the researcher has been enabled to gather
facts and figures which can effectively justify the issue in question.
3.4 Research Strategy
In order to carry out an effective research, it is imperative to ascertain a strategy at the
preliminary stage so as to realize optimum results. Research strategy can be categorized into
Qualitative and Quantitative in nature. The former essentially produces descriptive results by
undertaking an in-depth study of various subjects involved in the research. This kind of strategy
promotes exploration of the issues involved in the study as well as gain an extensive
understanding of the attached phenomenon. Each of the question in answered by analyzing the
data which is completely unstructured, and a thematic analysis of the data so collected is
undertaken. However, the latter makes use of mathematical and statistical tools for undertaking a
systematic interpretation of the gathered data (Coviello, 2005). The whole process of
investigation is highly structured and constructed on the basis of statistical models. Though the
data collected in both the approaches can be the same, but the manner in which analysis is
undertaken is completely different.
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In the present study, Qualitative strategy is adopted wherein secondary data shall be
collected through the various means and which is then analyzed on the basis of thematic analysis.
3.5 Research Design
It can be characterized as the blue print of the research and aids as the medium through
which the nature of the research is ascertained for attainment of the aims and objectives of the
dissertation. Research design can be in the form of Descriptive, Casual, exploratory and so on
(Saunders and et. al., 2010). Descriptive type of design essentially functions to provide a relevant
description of the issues/themes involved in the research topic, whereas, exploratory concentrates
on evolution of new and innovative ideas and thoughts.
For undertaking the present study, the researcher has developed a blue print which shall
guide the whole process of research by development of innovative thoughts and views. Hence, an
exploratory design has been chosen for achievement of the aims and objectives. Further, this
design shall enable to ascertain various green practices being exercised by Hilton Hotel and also
the manner in which it shall support the Hotel to attain a competitive advantage in the market.
3.6 Data Collection Methods
Adoption of appropriate method of data collection is very important for conducting an
effective investigation. These methods can be in the form of either primary or secondary
methods. The former refers to gathering of data or information which is completely new and
from the elements which are directly related to the issue. On the other hand, secondary data is
collection of information which is already existing in the world, and has been published through
the means of books, articles, journals, online blogs and so on (Pickard, 2012.).
For carrying out a research in the present study, only secondary methods has been
utilized. In order to understand the green practices adopted by Hilton Hotel, information was
extracted from the secondary source such as internet, past research, company websites and other
published materials. Through this, relevant information is gathered through the means of
published works of scholars and renowned authors in the form of articles, books, online material
and so on.
3.7 Data Collection Instruments
This dissertation aims to understand the role played by green practices in attainment of
competitive edge by the Hilton Hotel. In pursuance to the same, the researcher has decided to
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