Impact of Eco-Friendly Practices on Customer Decision-Making in Hotel Selection

This research project aims to evaluate the impact of eco-friendly practices on customer decision-making in hotel selection. The study focuses on the UK hospitality sector, specifically IHG Plc. The report includes an introduction, research methodology, data analysis and findings, conclusion and recommendations, reflection, alternative research methodology, references, and appendix. The research type is qualitative, and the research approach is inductive. The research philosophy is interpretivism, and data collection includes primary and secondary sources. The data analysis is done using thematic analysis. The limitations, reliability, and validity of the research are also discussed. The findings show that customers are aware of eco-friendly practices and visit hotels frequently. The research has significance for Landmark London hotel, similar organizations, and scholars studying the topic.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................4
Background of the study .............................................................................................................4
Research questions.......................................................................................................................4
Rationale .....................................................................................................................................5
Significance of the study..............................................................................................................5
RESEARCH METHODOLOGY ....................................................................................................5
Research type...............................................................................................................................5
Research approach.......................................................................................................................6
Research philosophy....................................................................................................................6
Data collection ............................................................................................................................6
Sampling .....................................................................................................................................7
Data analysis ...............................................................................................................................7
Research limitations ....................................................................................................................7
Reliability and validity ................................................................................................................7
Ethical consideration ...................................................................................................................8
DATA ANALYSIS AND FINDINGS ...........................................................................................8
Literature review..........................................................................................................................8
Primary research .........................................................................................................................9
CONCLUSION AND RECOMMENDATIONS .........................................................................19
Conclusion ...............................................................................................................................19

Recommendations .....................................................................................................................20
REFLECTION .............................................................................................................................21
ALTERNATIVE RESEARCH METHODOLOGY......................................................................21
REFERENCES .............................................................................................................................23
APPENDIX....................................................................................................................................25
Questionnaire.............................................................................................................................25

Topic: To assess the impact of eco-friendly practices on customer decision-making in regard
to hotel selection in the context of UK hospitality sector: A study on IHG Plc
INTRODUCTION
Background of the study
In the current era, hospitality sector is growing rapidly along with tourism industry. In
modern world people use part of their disposal income for travelling purpose which increases
scope of hospitality sector. In addition to this, customers started giving more importance to
organic products and services. With respect to this, customers make decision based on eco
friendly practices for hotels selection so it becomes essential for hospitality sector to give more
importance such factors (Habib and et.al., 2021). Hence, to obtain success in the industry hotels
should focus on more innovative and eco friendly services to attract customers. The present
report is based on Landmark London hotel which is one of the 5 start hotel of UK that offers
accommodation of luxurious rooms to customers. In the current report we will discuss the extent
to which eco-friendly practices impact customer’s decision-making process for hotel selection.
Research aim and objectives
Aim: The aim behind conducting this research is to ascertain the impact of eco-friendly practices
on the Landmark London Hotel’s customer decision regarding hotel selection.
Objectives: -
• To understand the concept of eco-friendly practices and related benefits.
• To analyze the factors that impact customer decision-making for hotel selection.
• To ascertain the extent to which eco-friendly practices affects decision of Landmark
London hotel’s customers.
• To recommend effectual eco-friendly strategies to Landmark London hotel for that
leads positive impact on customer decision-making.
Research questions
1. What are eco-friendly practices and its significance?
2. Which are the factors that impact decision-making process of customers for hotel
selection?

3. What is the extent to which eco-friendly practices influence decision-making process
of Landmark London hotel's customers?
Rationale
The significant purpose for doing this research is to evaluate the impact of eco friendly
activities ‘on buyers’ decision-making process. This is identified as the research issues because
in modern world people have become conscious about their health and environmental practices.
It is an issue because nowadays competition in hospitality sector has increased (Moise and et.al.,
2021). In aspect to this, every hotel is adapting innovative strategies to deal with this issue so it
becomes essential to assess impact of ozone-friendly activities on hotel selection decision. With
respect to this, the research aids the Landmark London hotel to evaluate all elements that affects
customers to change their decision of selection.
Significance of the study
The current report serves significance to the chosen company, similar organizations
operating in same sector and other scholars studying the parallel topic (Environmental practices
for workplace, 2019). In respect to this, Landmark London hotel can assess all the factors that
affect customers’ hotel selection process. Additionally, similar firms in the industry will be all
those competitors that want to win market against Landmark London hotel can access this report
for better knowledge of customer’s preference and taste (Orngreen and Levinsen, 2017). It is
valuable for scholars studying same topic in hospitality sector.
RESEARCH METHODOLOGY
Research type
There are two types of research such as quantitative and qualitative. Qualitative research
refers to using conventional methods to collect data that cannot be measured in the form of
numeric data. In addition to this, this method helps researcher to understand perception and
views of respondents (Snyder, 2019). On the other side, quantitative method is utilized to
investigate numeric information. With respect to this, it is used to present data in graphs and bars
which makes user to interpret data effectively and efficiently. In the current report researcher has
been used qualitative type to evaluate impact of eco friendly on Landmark London hotel’s

customers’ decisions. This helped scholar to evaluate underlying motivation and opinions of
customers for selection of hotel.
Research approach
Approaches can be divided in two inductive and deductive which in turn help scholar to
investigate topic effectively in deeper manner. Inductive approach consists three stages which
includes observation of respondents, observing derived pattern and developing theory based on
the results of inspection. On the contrary, deductive research approach is usually begins with
hypothesis as based on the collected quantitative data by researchers from respondents. In the
present report researcher has selected inductive approach to evaluate the eco friendly activities
influence on buyer’s decision-making process for selection of Landmark London hotel.
Research philosophy
It is basically distinguished between two type interpretivism and positivism which helps
researcher to collect and analyze data for better results. Interpretivism refers to the type of
philosophy which assist scholar to evaluate qualitative theories and assess outcome for the
current research report. On the different side, positivism philosophy assists intellectual to get
results from the numeric figures. The researcher in the present report has exercised interpretivism
philosophy to access the extent to which customers get influenced from hotels’ ecologically
sound practices.
Data collection
It is essential to select appropriate type of data for accurate outcomes. Data collection
method is divided into two modes primary and secondary. Primary data collection method is
utilized by researcher in form of gathering fresh data from respondents. It can be done through
survey, questionnaire, interviews, etc. On contrast to this, secondary data is the method that helps
scholar to obtain data from published sources such as articles, books, journals, news, etc. For
collecting data from primary sources researchers has conducted survey from landmark London’s
hotel. In addition to this, the scholar for gathering information has designed questionnaire to
obtain accurate opinions and views of buyers. With respect to this, for evaluation of impact of
eco-friendly practices on customer’s hotel selection decision researcher have gone through
articles and books for better interpretation of derived outcomes.

Sampling
To gather the suitable type of sample size there are two sampling techniques probabilistic
and non-probabilistic. In the modern era, it is very essential for researcher to select appropriate
sampling size before initiating the survey. Moreover, the whole research is based on the selected
sample so it becomes important for scholar to evaluate suitable sample. However, it will assist
the scholar to get competitiveness. Additionally, it is also considered by the researcher to
conduct study with specified time as taste and preferences of customers’ changes frequently. In
the particular report the scholar has been selected 20 customers of Landmark London hotel.
However, random technique of sample selection as part of probabilistic sampling has been
selected by researcher to obtain the extent to which buyers get influenced from eco friendly
activities of hotel.
Data analysis
It is used to analyze data gathered from the primary and secondary sources to find the
suitable solutions. In addition to this, data analysis has become more effective with help of
graphs, chart, etc which makes easy for scholar to interpret data in under-stable manner.
Selection of method for data collection is highly influenced by the type of research conducted by
scholar (Kloutsiniotis and Mihail, 2020). For analyzing and evaluating quantitative data the
researcher can use SPSS tool. On the other side, the thematic technique helps scholar to evaluate
qualitative data gathered in appropriate manner. For analyzing purpose researcher has framed
themes on the basis of questionnaire designed for Landmark London hotel’s customers.
Research limitations
Research limitations are reports flaws which could be the outcome of unavailability of
resources. The present report has provided more detailed information to explain the complex
issues. Another limitation is that multiples methods have been used to collect the data related to
eco friendly practices (Arshad and et.al., 2021). Additionally, the collected data can be very
consistent, reliable and easy to interpret.
Reliability and validity
The current report has collected the data from the reliable sources which are complying
with changing norms and conditions of hospitality sector. In addition to this, the scholar has

matched the topic with related articles and books (Hu and Olivieri, 2020). The researcher has
used data that are gathered from authorized published sources.
Ethical consideration
For maintaining ethical feature scholar has not forced any customers of Landmark
London hotel for participation in the survey. With aspect to this, researchers have not made any
changes in the obtained current data related to customer’s opinion and views regarding impact of
eco-friendly practices on hotel selection process of buyers.
DATA ANALYSIS AND FINDINGS
Literature review
According to Londoño and Hernandez-Maskivker (2016) eco friendly practices refers to
those activities that are not harmful to environment or nature. In addition to this, such practices
are mostly contributed to conserve natural resources such as energy, metals, etc. in against of this
Kim and et.al. (2019) articulated that sustainable activities means abundantly using natural
resources for production of goods. Additionally, it refers to saving earth from global warming,
air pollution, etc. in contrast to this, Yarış and Yazıcıoğlu (2020) depicted betsnon polluting
exercise do not link with usage of resources but making products from both organic and natural
elements.
As per the views of Moise, Gil-Saura and Ruiz Molina (2021) it is important to utilize
natural resources as it assist consumer to lower the cost. Additionally, it allows organization to
use recycle material which gives same value to new products. Further, usingconservationist
practices provides healthier lifestyle to customers. In addition to this, it provides opportunity to
attract customers by fulfilling their need of customized products. In add-on to this, utilization of
natural resources give significant contribution in conservation of resources. On the other side
Chung (2020) said it is difficult to conduct eco friendly practices as their standards are never
appropriate. Additionally, organization becomes confuse for quality standards as it changes from
time period furthermore, it can not completely replace the non biological products. In contrast to
this Hou and Wu (2021) stated that using eco natural resources gives boost to the economy by
increasing demand and supply of agricultural sector. Furthermore, it also enhances employment
opportunities in rural areas.

In opinion of Ezzaouia and Bulchand-Gidumal (2020) there are several factors that
impact the customers decision-making process for selection of any products. With respect to this,
the important factors include personal and psychological elements. Additionally, personal
elements refers to age, occupation, life cycle, self concepts, etc. With respect to this, These are
the essential elements that influence customers decision-making process. Furthermore,
Psychological factors are marriage status, state of mind, etc. which play vital role in changing
taste and preference. In against of this, González-Rodríguez, Díaz-Fernández and Font (2020)
stated that social and cultural factors cause decision-making of customers. In addition to this,
social factors like caste, religion impact buyers thought process which affects end decision of
consumers. Additionally, social factors are one of those elements that changes taste and
preference of customers as this show essential part of life style. Further, cultural elements are set
of values and ideologies that is determinant of product or service selection.
From the opinion of Leon (2020) the extent to which customers get affected from eco-
friendly operations depends on the attitude of customers regarding quality. Additionally, there
are various type of people and have different kind of opinions. In addition to this, the one who is
very loyal for brand will not switch to another types of products. On the other side, people who
are conscious about price will not bother for brands. In against of this Gogoi (2020) said buyers
get influenced from the type of activities of business due to their health condition. Further,
several consumers are not ready to use chemical products and services are they are allergic from
such elements.
Primary research
Theme 1: Customers visit hotel more frequently
Particulars Responses % of responses
Weekly 3 15
Monthly 11 55
Yearly 6 30

Total 20 100
Weekly Monthly Yearly
0
10
20
30
40
50
60
15
55
30
% of responses
Interpretation
From the above graph it can be interpreted that 15% of respondents visit hotel on weekly
basis. Additionally, 55 % of customers stay in the hotel on monthly basis. Furthermore, 30% of
20 respondents of Landmark Landon hotel visits in gap of 1 year. With help literature review it
can be stated that customers are more travelling as it has become necessity in modern generation
to give peace to their mind. Additionally, it can also be interpreted from the above information
that scope of tourism sector is rapidly growing.
Theme 2: Customers aware about eco-friendly practices
Particulars Responses % of responses
Yes 15 75

No 5 25
Total 20 100
Yes No
0
10
20
30
40
50
60
70
80 75
25
% of responses
Interpretation
From the bar presentation it can be stated that 75% of clients are aware about the
environmental-friendly practices. In addition to this, 25% of customers are not alert about green
products and services. According to Masiero, Yang and Qiu (2019) Eco-friendly practices is
trending in the current scenarios as people have become more conscious about health. For this
purpose, there are several conferences and league taken by business to attract customers. With
respect to this, buyers are also giving more importance to non-chemical products.
Them 3: From television respondents got awareness about green products and services
Particulars Responses % of responses
Television 11 55

Magazines 3 15
News paper 4 20
Other source 2 10
Total 20 100
Television Magazines News paper Other source
0
10
20
30
40
50
60 55
15
20
10
% of responses
Interpretation
From studying responses of questionnaire prepared for Landmark London hotel it is
evaluated that 55% of 20 respondents got awareness about green items from television.
Additionally, 15% of customers are altered from magazines, 20% of visitors of hotel from
newspaper and only 10% got awareness through other sources. With the opinion of Kim and
et.al., (2019) there are several essential steps confiscated by health and environmental legal
bodies to awake public. Further, there are different health standards implemented by government
to safeguard the interest of customers. For these purpose companies are more focusing on
making their marketing and promotions strategies by showing importance of natural resources.

With help of these strategies customers are giving more importance to conservation of natural
resources.
Theme 4: Eco friendly products are more valuable for customer
Particulars Responses % of responses
Eco friendly items 12 60
Branded products 8 40
Total 20 100
Eco friendly items Branded products
0
10
20
30
40
50
60
70
60
40
% of responses
Interpretation
From the pictorial presentation it can be analyzed that 60% of respondents of LLH give
importance to environmental-friendly products. In additional to this, 40% of clients find branded
items more valuable. As per the literature review, conducting eco-friendly practices gives various
benefits top the business. Additionally, it includes recycling products of products which reduces
cost of organization. Furthermore, it enhances opportunities for hospitality sector by gaining trust

of customers through showing organic activities of system. For this purpose, hotel industry
should avoid conducting non eco-friendly exertion for gaining competitiveness in the sector.
Theme 5: Customers are highly agreed in suing recycle products
Particulars Responses % of responses
Highly agree 13 65
Agree 2 10
Neutral 3 15
Disagree 1 5
Highly disagree 1 5
Total 20 100

Highly agree Agree Neutral Disagree Highly disagree
0
10
20
30
40
50
60
70 65
10
15
5 5
% of responses
Interpretation
From the data collected for using recycle product it can be interpreted that 65% of 20
customers of Landmark London hotel are highly agreed for utilization of recycle products. In
addition to this, 10% of selected sample size is agreed, 15% are shown to be in neutral category,
5% of answerers are disagreed and 5% are highly disagreed. In addition to this, it is also
analyzed that most of the clients are highly agreed to use recycled items as they are aware about
recycling process won't harm their health conditions. It is supported with the statement that
recycling is crucial for conservation of natural resources. Further, it saves time utilized in
mining, resource emission, etc. In addition to this, it is essential to find required actions for
recycling products so that it can reduce cost and energy of both buyers and sellers. Furthermore,
there are several government rules also that gives consideration to organization for recycling and
reducing pollution.
Theme 6: No customers are not ready to pay more than branded products
Particulars Responses % of responses

Yes 5 25
No 15 75
Total 20 100
Yes No
0
10
20
30
40
50
60
70
80
25
75
% of responses
Interpretation
The graphical representation of data gathered can be stated that 25% of customers are
ready to pay more price for green products. In addition to this, 75% of 20 customers of LLH
denied to pay more for eco-friendly products than price of branded. As per the literature review
customers are price sensitive. In addition to this, branded products are perceived of high quality
material so customers are ready to buy even if they are expensive. Furthermore, organic products
are considered as less costly so buyers are less likely to spend more on these commodities. With
respect to this, customers for hotel selection highly get influenced from prices of services offered
by them. In addition to this, it can also be analyzed that still there is a segment of targeted
customers that are interested in branded commodities than natural items.
Theme 7: customers prefer green products because they are conscious about their health

Particulars Responses % of responses
Conscious about health 13 65
Worried about natural resources 6 30
Other reason 1 5
Total 20 100
Conscious about health
worried about natural resources
other reason
0
10
20
30
40
50
60
70 65
30
5
% of responses
Interpretation
Graphical presentation of data gathered regarding data obtained from selecting green
products can be interpreted that out of 20 selected customers 65% clients prefer due to
consciousness about health. In addition to this, 30% choose because they are worried about the
conservation of natural resources. Additionally, 5% select due to other reasons. According to
Gil-Soto and et.al. (2019) people in modern world has become alert about several diseases that
are happening because of more consumption of chemical products. Further, using organic items
and conducting sustainable practices can help customers to greater extent to achieve their
objective of being healthy. For this purpose, hotels should adopt innovative strategies to cope up
with changing circumstances of modern scenario.

Theme 8: customers easily get influenced from eco-friendly practices of hotel
Particulars Responses % of responses
Easily 8 40
Very easily 2 10
Moderately 5 25
Difficultly 3 15
Very difficultly 2 10
Total 20 100
Easily
Very easily
Moderately
Difficultly
Very difficultly
0
5
10
15
20
25
30
35
40
45 40
10
25
15
10
% of responses
Interpretation

It can be interpreted from data collected from LLH's customers that 40% of selected
sampling size easily get influenced from eco-friendly practices of hotel. In addition to this, 10%
very easily get affected, 25% are moderately get impacted from eco-friendly practices.
Furthermore, 15% of 20 customers difficultly get influenced from Landmark London hotel non
polluting practices. Additionally, 10% of customers are very difficultly get affected. From
secondary research it can also be analyzed that customers are aware about the importance of
conservationist activity. In addition to this, this helps buyer to get better experience of their
travelling along with it also saves them from hazardous chemical substances. For this purpose,
customers expect their selected hotel to conduct ozone-friendly practices so that they can get
healthier experience. In current scenario, customers have various options for selection, so they
are only bothered about their experience which easily get influenced.
Theme 9: Eco friendly practices matters the most for customers in selection of hotel
Particulars Responses % of responses
Price 1 5
location 1 5
Staff courtesy 2 10
Eco friendly practices of hotel 16 80
Total 20 100

Price
location
Staff courtesy
eco friendly practices of hotel
0
10
20
30
40
50
60
70
80
90
5 5 10
80
% of responses
Interpretation
The outcome gathered from the pictorial presentation can be analysed that 5% of 20
customers of LLH consider while selecting hotel. In addition to this, 5% of choose hotel on the
basis of its location, 10% gave their vote for staff courtesy. With respect to this, majority of
respondents like 80% of 20 customers gave their opinion that eco-friendly pattern matters the
most for selection of hotel. According to Prakash and Pathak (2017) customers of current
scenario are alert of economic condition and want to give their valuable contribution for the
development of it. In addition to this, economic growth can be achieved by reducing pollution
and conserving valuable natural resources. For this purpose, customers give preference to
organic items so that both personal and economical objectives can be achieved. In addition to
this, less preference is given to price factor as disposal income of random selected sample is
high, so they are only bothered about quality of service. Furthermore, staff courtesy and location
also play important role in selection of hotel but to a limited extent.
CONCLUSION AND RECOMMENDATIONS
Conclusion
From the above research report it can be analyzed that environmentalfriendly practices
are widely considered as one of the most essential aspect within hospitality industry. The report

has also concluded varied range of eco-friendly practices decisions have varied range of
implications on customer’s decisions to choose their hotel to stay. The research has also
concluded that Landmark London hotel customers have been served with smart ecofriendly
hospitality services which management aims to dynamically evolve on psychological factors.
Research has in depth also concluded ozonefriendly practices, are appreciated by large number
of guests on which strategies have been successfully raising goodwill. Report has analyzed
secondary and primary analysis of research to generate smarter new conservationist strategies
within future operations, where results have shown maximum people feel satisfied. New
strategies such as regular usage of eco-friendly products and stay in facilities, will enable
hospitality standards to functionally rise on competitive parameters fundamentally. It can be also
concluded that advanced usage of the latest digital tools enables business parameters to diversely
grow, on which Landmark London hotel has been specifically moving upwards. The dynamic
changes seen within recent dynamic hospitality standards have generated sustainability
development, on productive goals for competent surging pace in services.
Recommendations
 It is recommended to Landmark London Hotel (LLH) to use recyclable material for the
operations of its business. In addition to this, it can give good impact on customers that
organization is using natural resources in effective style. With respect to this, those
clients who are conscious about eco-friendly practices of business can pay attention while
making decision regarding hotel selection.
 It is also advisable to LLH to consider an environmental audit for evaluation of deviation
between its actual and standard performance of hotel. In addition to this, consulting from
an external auditor can provide assistance to business for evaluation of improvement
areas. In aspect to this, it helps hotel to show its concern for protection of natural
resources. Additionally, it can enhance goodwill in the industry by showing audited
reports and gain trust of customers.
 It is suggested that LLH should place recycling bins in all areas of its business instead of
using normal dustbins. In add-on to this, it gives better impression on existing customers.
Additionally, it can as well permit customers to give innovative ideas for improving eco-
friendly practices of business which give feeling of belonging to customers.

 It is advisable to the organization to use renewable energy resources which can help
business to achieve goal of eco-friendly practices. Additionally, ecofriendly practices can
be conducted by using all resources that are easily re utilize for another process of firm.
With respect to this, such practices can be addressed by hotel in its branding and
promotional strategies.
 Another suggestion for Land London hotel is to use non chemical material for labeling
and packing of its provides. Furthermore, using non plastic material for packed items for
travelling can also increase awareness regarding hotel eco-friendly activities among
customers. With respect to this, this strategy can influence customers decision-making
process for hotel selection in positive manner.
REFLECTION
The research project has enabled me to be confident in my future academics performance
towards which I aim to evolve on fundamentally, for further new competencies informatively. I
have improved my writing and report developing skills informatively, which have made me
motivated towards finding new potentialities for dynamic growth competitively. Project enabled
me to fundamentally grow on further parameters, scaled up targets and evolve on new subjects. I
have worked on better in my researching skills and actively generated stronger scope for
competent scale aspects, on which technically have been able to explore diversely. I have worked
on imperatively towards new scale professional goals where I was motivated to obtain huge
competencies. I have gained in depth analysis on various new competent findings where there
has been fundamentally rise analyzed in my future potentialities for more professional growth.
ALTERNATIVE RESEARCH METHODOLOGY
The alternative research methodology which I plan to use in my future projects will be
quantitative research methodology which will enable me to be more accurate in my reports
findings. There has been dynamic work growth reach expanded on which professionally, I plan
to expand my focus within numeracy skills dynamically. Further, by using quantitative research
methods my working productivity has been risen actively towards new horizons fundamentally
and to evolve on wider accuracy. This will make sure that my results are accurate in my report

findings on which alternative quantitative research methodologies will generate profound growth
functionally. I have also analyzed that my career will be able to generate new scale advancement
by using new skills expertise for researching confidently, keeping up with accurate benchmarks.
By using quantitative research, I will be able to keep data up to high consistency aspects
fundamentally and also evolve on larger productive decisions, where professionally this will
make my results more accurate.

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APPENDIX
Questionnaire
Name:
Gender:
Age:
Q.1 How frequently you visit hotels?
a) Weekly
b) Monthly
c) Yearly
Q.2 Are you aware about eco-friendly practices?
a) Yes
b) No
Q.3 From where you got aware about green products and services?
a) Television
b) Magazines
c) News paper
d) Other source
Q.4 From the following which one is more valuable for you?
a) Eco friendly items
b) Branded products
Q.5 Are you comfortable in using recycle products?
a) Highly agree
b) Agree

c) Neutral
d) Disagree
e) Highly disagree
Q.6 Are you ready to pay more for green products or services than branded products?
a) Yes
b) No
Q.7 Why do you prefer green products?
a) Conscious about health
b) worried about natural resources
c) other reason
Q.8 Do you get influence from eco-friendly practices of hotel?
a) Easily
b) Very easily
c) Moderately
d) Difficultly
e) Very difficultly
Q.9 Which factor matters the most while making decision for hotel selection?
a) Price
b) location
c) Staff courtesy
d) eco-friendly practices of hotel
Q.10 What are the recommended major actions that hotel need to follow?