Impact of Eco-Friendly Initiatives on Consumer Decision Making in Choosing Hotel

This research project focuses on the impact of eco-friendly initiatives and policies on consumer decision making in choosing a hotel. It examines the strategies and challenges faced by The Connaught Hotel and explores methods to enhance its consumer base. The study aims to understand the importance of sustainability in the hospitality sector and analyze various tactics and initiatives adopted by organizations to attract customers. The research utilizes primary and secondary research methods, including a survey questionnaire, to gather relevant data.

Research Project

Contents
TOPIC:.............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Create a research proposal.....................................................................................................1
LITERATURE REVIEW................................................................................................................3
P2. Study proper research methods as well as organise primary and secondary research..........4

TOPIC:
“To examine the impact of eco-friendly initiatives and policies that impose direct effect
consumer’s decision making in choosing hotel.”
INTRODUCTION
Overview of the research
Hotel is eco-friendly as well as environmentally centres and accepts material which does not
impose instant effect on environment. For getting attention of large number of consumer, eco-
friendly tools and strategies is most significant in taking decisions by user in context of selecting
hotel. In this report, The Connaught Hotel is taken in to consideration. This is a five star luxury
hotel, located on the corner of Carlos Place and Mount Street in Mayfair, London. The hotel is
owned and managed by Maybourne Hotel Group (Martinez Garcia de Leaniz, Herrero Crespo
and Gómez López, 2018). There are 2 restaurants and 121 rooms. Environmental management
clarification offer strengthen and develops confidence of consumer within hotel and maximise
involvement in context of fiscal performance by reducing environmental effect and developing
management control. In current time, the user are analysed as a eco-friendly and utilising
ecological areas such as minimising water use, decreasing food waste, reducing utilisation of
plastic and integrating system reliability during phase of time period. It is necessary to develop
its strategy in context of getting attention of large consumer base.
TASK 1
P1. Create a research proposal
Research aim- “To study impact of eco-friendly initiatives and policies that impose direct effect
on consumer’s decision making in choosing hotel. A case study on The Connaught
Hotel.”
Research objectives
 To study the importance of improving sustainability for hospitality sector.
 To examine several tactics, policies and eco-friendly initiatives that organisation opted to
invite user in respect of offerings.
 To analyse the challenges which are confronted by The Connaught Hotel for impacting
consumer in respect to services.
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 To determine the methods and tools The Connaught Hotel can accept or follow to
develop consumer base.
Research questions
 What is the importance of improving sustainability for hospitality sector?
 What are several tactics, policies and eco-friendly initiatives that organisation opted to
invite user in respect of offerings?
 What are the challenges which are confronted by The Connaught Hotel for impacting
consumer in respect to services?
 What are the methods and tools The Connaught Hotel can accept or follow to develop
consumer base?
Research rationale
This assessment is based on role of initiatives policy as well as strategies o eco-friendly
atmosphere which support in taking decision by its user for selecting a hotel. By conducting this
sort of research, the surveyor centres on developing understanding about eco-friendly strategy
that assist in taking decisions during specific phase of time period (de Leaniz, Crespo and López,
2020). This provide relevant information as a challenges that is confronted by hospitality
organisation during specific stage of time period by analysing study, core competency associated
to researcher that help in organising research in an effective form. Along with this, the
Connaught Hotel is determined as a large hotel that offers better services to its user during
specific phase of time period. In context of company, the environmental issues such as waste
water, waste energy that generate directly affect on company.
Background of the research
It is connected to eco-friendly tactics and plan posses direct effect on user for selecting a
hotel. In existing time, the people is monitored as a eco-friendly so that the prefer hotel that
highlights on performing environmental function. In context of these, there are numerous sorts of
plans associated to ecological atmosphere which support customer in taking decision for
selecting a hotel. Along with this, the research will analyse data about the development of
sustainability within hospitality sector (Bohdanowicz, 2005). There are several sorts of issues
that are tackled by selecting hotel in context of services offered by them. Along with this, it is
required to analyse approaches for gathering information that support in assembling investigation
during specific phase of time frame.
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LITERATURE REVIEW
The significance of improving sustainability for hospitality sector
According to Sharma U. (2018), the function of sustainability is also crucial in the
hospitality sector. Hotels require electricity, water, goods which are both delicate and durable as
well as it also leads to the configuration of wastage. The waste created is in the form of furniture,
equipment, appliances, bulbs and tubes etc. In present time, the green technology has grown so
well that it is accessible at reasonable costs. Number of hospitality organisations has begun to
utilisation of the new green development projects (Modica and et. al., 2020). Such investigation
study are based on technology which uses the alternate source of energy such as solar, air, water,
wind etc. to manufacture energy. Cost effectiveness, better guest experience, developed brand
image and a good corporate image are some aspect that makes an effective engagement in
promoting sustainability for hospitality industry.
Various tactics, policies as well as eco-friendly initiatives that organisation adopted to invite user
in respect of offerings
According to the view of Hard R. (2019), there are different eco-friendly initiatives have
since become the norm for hotels looking to provide more sustainable facilities. Energy
conservation, recycling and wastage decrease, both amenities, room keys, cleaning and hygiene
products, food preparation, bottled water alternatives, menu assortment, spas and the bottom line
are some environmental friendly plans that several hospitality company are taken in to
consideration to invite customers regarding its offerings.
Challenges which are confronted by Holiday Inn for influencing user in respect of services
There are several issues and confronts that are faced by hospitality sector company in order
to influence consumers regarding its services, Cleanliness is one of them that are greatly arisen in
the organisation as customer majorly focus on the cleanliness and hygiene and cleaning (Kang,
Lee and Huh, 2010). Also, the government of the nation also made effective policies about it, so
which is arise issues for hotel sector companies. Other issues are related to technology,
meaningful experience, effective facilities and sustainability.
Methods Holiday Inn can adopt to enhance consumer base
According to Majdi L. (2021), there are several forms that Holiday Inn can consider to
maximise their number of customer. The management can consider different forms such as Hotel
guest experience and customer base, mobile marketing for effective consumer knowledge,
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optimise company website for voice search to develop the customer experience and others.
Additionally, they can include upgrade meeting room technology install green technology and
make dedicated spaces for co-working etc. These all actions and processes in maximising and
developing the number of consumers of specific business venture.
P2. Study proper research methods as well as organise primary and secondary research
The explanation of research methods are explained as below with the support of research
onion:
Research philosophy: It is majorly of two kinds that interpretivism and positivism. It is
analysed that both the research philosophy are important for determining the significance of
developing sustainability for hospitality industry (Han, Lee and Kim, 2018). For the current
research, positivism research philosophy is opted by the surveyor because it supports to assess
the information in efficient manner cause of which valid justification is developed.
Research approach: There are two forms of approaches deductive and inductive. For this
research, deductive tool is considered because it support in executing task or project and
evaluating quantitative data within less time and cost. Along with this, inductive information
within less time and cost. Also, inductive approach is not relevant because it does not provide
information in context of research topic.
Research strategy: There are several forms of investigation such as quantitative, survey,
action oriented, case study, qualitative and others. It is analyse that all the research techniques is
important but for the current study, the investigation will consider survey because it enable in
providing reliable and effective information in an appropriate manner.
Research choice: There are two kinds like quantitative and qualitative. Both the research
choice is significance for developing sustainability of hospitality sector. But according to theme
quantitative research choice is appropriate cause of help in organising research that is supported
to facts figures and statistics.
Research instrument: There are different tools such as interview, survey, questionnaire and
many more (Leonidou and et. al., 2013). Questionnaire is included as an effective instrument of
research because it enables in gathering primary information which direct to attainment of valid
and relevant results.
Data sources: There are two main forms of data collection such primary and secondary. In
order to gather data from secondary source, the investigator can opt books, journals, articles,
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websites and many more. Along with this, primary source include questionnaire, interviews and
others. In this study, the researcher will follow questionnaire because it support in providing
valid and appropriate information.
Research sampling: In this existing research, the researcher will include simple random
sampling method that is a segment of probability sampling (Martinez Garcia de Leaniz, Herrero
Crespo and Gómez López, 2018). The key reason for choosing random sampling method is to
provide equal chance to people. Therefore, with the support of it, 30 workers of the Connaught
Hotel are considered.
Research limitation: It is defined that each research is associated with some kind of
limitations that is finance, time, data analyse and others which influence on researcher during
conducting research actions. Also, time is one of the key limitations because for achieving for
each process of research, an effective time frame is required by investigator.
Research reliability and validity: The reliability and validity of research is supported to the
tool of primary source. Along with this, questionnaire is considering as best technique as it will
support researcher to collect relevant and valid information about the effect of sustainability on
supply chain management.
Time horizon: It is another crucial segment of research in context of find out the initial and
the completion time frame of resource actions (de Leaniz, Crespo and López, 2020). For this
Gantt chart is used because it is a graphical tool which will enable surveyor to identify or
determine starting and closing tome frame for accomplishment of research.
Gantt Chart
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REFERENCES
Books & Journals
Martinez Garcia de Leaniz, P., Herrero Crespo, A. and Gómez López, R., 2018. Customer
responses to environmentally certified hotels: The moderating effect of environmental
consciousness on the formation of behavioral intentions. Journal of Sustainable Tourism, 26(7),
pp.1160-1177.
de Leaniz, P.M.G., Crespo, Á.H. and López, R.G., 2020. Customer responses to environmentally
certified hotels: The moderating effect of environmental consciousness on the formation of
behavioral intentions. Corporate Social Responsibility for Sustainable Tourism, p.134.
Bohdanowicz, P., 2005. European hoteliers’ environmental attitudes: Greening the
business. Cornell hotel and restaurant administration quarterly, 46(2), pp.188-204.
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Modica, P.D. and et. al., 2020. Consumer perceptions towards sustainable supply chain practices
in the hospitality industry. Current Issues in Tourism, 23(3), pp.358-375.
Kang, K.H., Lee, S. and Huh, C., 2010. Impacts of positive and negative corporate social
responsibility activities on company performance in the hospitality industry. International
journal of hospitality management, 29(1), pp.72-82.
Han, H., Lee, M.J. and Kim, W., 2018. Promoting towel reuse behaviour in guests: A water
conservation management and environmental policy in the hotel industry. Business Strategy and
the Environment, 27(8), pp.1302-1312.
Leonidou, L.C. and et. al., 2013. Resources and capabilities as drivers of hotel environmental
marketing strategy: Implications for competitive advantage and performance. Tourism
Management, 35, pp.94-110.
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