Tendency of Customer Buying Decision to Eco-lodges in Sustainable Development of Hospitality Industry

This research project aims to examine the tendency of customer buying decision to Eco-lodges in sustainable development of the hospitality industry. The study focuses on Rosewood, a five-star luxurious hotel in London, and explores the importance of Eco-lodges in sustainable development, customer preferences during COVID-19, and the need for Eco-lodges in the hospitality industry. The research methodology includes a literature review, data analysis, and conclusion with recommendations.

Research project
( To examine the tendency of customer buying
decision to Eco-logdes in sustainable development
of hospitality industry.” A study on Rosewood)

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................3
Overview of the topic..................................................................................................................3
Problem statement.......................................................................................................................3
Overview of organisation............................................................................................................3
Aims and objectives....................................................................................................................4
CHAPTER 2: LITERATURE REVIEW ........................................................................................4
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................6
Research Onion...........................................................................................................................6
Questionnaire..............................................................................................................................8
CHAPTER 4: DATA ANALYSIS .................................................................................................9
Frequency data analysis..............................................................................................................9
Interpretations...........................................................................................................................10
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................20
Conclusion.................................................................................................................................20
Reflection..................................................................................................................................21
REFERENCES .............................................................................................................................22

CHAPTER 1: INTRODUCTION
Overview of the topic
The consumer decision making is dependent over various aspects due to which needs and
demands of an individual related to hospitality can be met and satisfied. The process of consumer
decision making is associated with various steps such as selecting services and evaluating
decisions so that consumer can make decision as according to overall needs. As hospitality
industry is one of the dynamic industry which is totally dependent over consumers and their
needs (Ruhanen, 2019). The industry of hospitality is having various dynamic features due to
which intension of consumer decision process can be undertaken and helps the industry to grow
and sustain. In current time the emerging concept of Eco-lodges has seen in hospitality industry
due to which customers are attracted towards making environment clean and sustainable. Eco-
lodges are helping the environment to stay sustainable and to promote such open practices due to
which positive aspects can be rendered to environment.
Problem statement
In current time sustainability is the major issue which is faced by hospitality industry so
that to deal with economic and environment complexities. In this manner for dealing with this
problem concept of Eco-lodges were initiated by hospitality industry. Eco-lodges are associated
with such open facilities which keeps the customer near to the environment. Besides this Eco-
lodges are having higher impact over consumer decision making as in current time customers are
inclined towards eco-friendly initiatives. So this research is going to provide various insight to
people in relation to adopting emerging trend of Eco-lodges and to provide sustainability to the
business and environment as well (Seyfi, Nikjoo and Sharifi-Tehrani, 2018). In the time of
COVID organisations are totally involved in providing safe and secure stay to their customer so
that they can be happy and satisfied with overall needs.
Overview of organisation
Rosewood is a five star luxurious hotel situated in London which was established in the
year of 2013. The hotel is providing facilities of Eco-lodges in order to provide sustainable
development to the society and business as well. There are various facilities added by this hotel
in order to provide high guest satisfaction to customer and to make their stay remarkable.

Aims and objectives
Research aim: “To examine the tendency of customer buying decision to Eco-logdes in
sustainable development of hospitality industry.” A study on Rosewood.
Research Objectives:
 To understand basic framework of Eco-lodges.
 To analyse the importance of Eco-lodges in sustainable development within hospitality
industry.
 To understand the need of Eco-lodges in handling customer preferences during COVID-
19 for Rosewood.
Research questions
 What is the basic framework of Eco-lodges within hospitality industry?
 What is the importance of Eco-lodges in hospitality industry for attaining sustainability?
 What is the need of Eco-lodges in hospitality industry for handling customer preferences?
CHAPTER 2: LITERATURE REVIEW
Basic framework of Eco-lodges within hospitality industry
According to (Ghaderi and et. al., 2019) Eco-lodges are a type of accommodation
provider which is attached to nature and providing such services by which green environment
can be provided. With the help of Eco-lodges effective guest satisfaction can be attained by
hospitality businesses. Some organisation within hospitality is providing beach and mountain
view to their guests due to which they can enhance level of their services and meet need of their
customers. Hotels those are involved in Eco-lodges are not only providing rooms to their guests
but also they are giving some advanced services to their customers in addition. The infrastructure
of Eco-lodges are fully based over environment due to which they are covering high greenery in
order to boost sustainable practices within hospitality industry. The concept of Eco-lodges is to
prevent toxic and negative situation by using various practices of recycling and reusing. For
sustainability Eco-lodges are playing vital role in managing market demand and environment
demands as well. Eco-lodges are developing positive energy due to travellers feel happy as they

need to pay some lesser amount but high service viability can be attained. The major framework
of hospitality is to provide sustainable surrounding to business so that higher benefits to
environment and society can be given.
Importance of Eco-lodges in hospitality industry for attaining sustainability
According to (Mallen-Ntiador, 2017) the major importance of Eco-lodges is to provide
such services to their customer by which sustainability can be promoted. Under the concept of
Eco-lodges greenery is promoted and in this all the fresheners and other utilities are used which
are toxic free and all measures which are green free they are avoided at first instance.
Sustainability is all about minimising wastages and reducing spending of customers due to which
positive benefits can be given to environment. Besides this Eco-lodges are helpful in making
positive customer relationship as business operations within Eco-lodges are not providing any
harm to environment and atmosphere as well due to which customers are happy to take services
within this. Sustainable tourism is the process which is helping the economy to grow and obtain
positive aspects to the environment. Principles of sustainability are adopted by Eco-lodges due to
which customers feel happy in order to remain with that particular organisation for longer
duration of time. As Eco-lodges as associated with using green practices so these will be helpful
in maximising benefits to environment and this could be helpful for the environment to deal with
negative aspects. Eco-lodges are one of the basic movement in which sustainability can be
rendered to environment as various practices such as reducing water consumption and electricity
are the basic practices which are adopted by Eco-lodges and in this manner these are holding
high importance for environment and business as well.
Need of Eco-lodges in hospitality industry for handling customer preferences
According to (Otoo, Kim and Choi, 2020) Eco-lodges are providing comfortable rooms
facilities in affordable prices. Besides this natural concept is used with Eco-lodges as they are
associated with providing those natural surroundings to customer by which they can be happy
and deal with their needs and demands in appropriate manner. In current time as this is being
seen that pollution and other constraints are increasing harm to environment so in order to
eradicate the same concept of Eco-lodges are helepful and this leads in understanding need to
keep environment clean. In internal premises of Eco-lodges strict guidelines are given in order to

promote safe and healthy living for customer and this would be helpful in dealing with such
negative aspects to environment. Green hotel practices are considered to be one of the
environmentally friendly initiatives that aim to eliminate the negative impact on the environment
by saving energy (e.g., by installing energy-efficient appliances and implementing renewable
energy programs), reducing water consumption. Hospitality industry all over the world has been
increasingly getting worried about environmental issues. It has been specified that 75% of
environmental pollution caused by hotel industry was from over-consuming energy, water, and
materials while operating business. The waste water, fume, and materials discharged during the
operation would cause negative impacts on our environment.
CHAPTER 3: RESEARCH METHODOLOGY
Research Onion
Research methodology is defined as the process which is used by researcher in order to
determine, select and analyse information related to specific topic in order to guide the
researcher to draw out significant conclusion. In this research research onion framework is used
which is associated with different processes and the same are elaborated as under:
 Research Philosophy: This is defined as the set of principles which helps the research to
be executed with better manner. Research philosophies are of two types such as
Positivism and Interprivistism. In this research the researcher has selected positivism
research philosophy as this is helpful in providing such degree of knowledge to
researcher in which statistical analysis regarding to research can be performed (TRIROJ
and Chapman, 2019). The other reason of selecting positivism philosophy is that this
philosophy is helping researcher to critically evaluate research topic.
 Research Approach: As according to this aspect of research onion various plans related
to research can be performed. Research approach is associated with gaining detailed
information as in terms of gaining significant outcomes out of research. Research
approach is of two types such as inductive and deductive. Under this research, the
researcher is using deductive approach as this approach is managing techniques of
scientific investigation. This helps research to develop various theories in respect of
implementing hypothesis of research. The major objective of using deductive approach is
to scrutinize such information which is valid to provide research outcome.

 Research Strategy: Research strategy is defined as the methods used in research in order
to provide basic procedures within research study (du Cros, 2016). There are various
types of research strategy which are helpful in order to develop research objectives. There
are various types of research strategy such as qualification interview, quantitative surveys
and many more. As in this research Survey method is used by researcher as this is
associated with various questions which is assisting in gaining research objectives. This
allows the research to get included with various respondents so that to provide
appropriate result out of research. By using online sites information can be gathered
which may provide support to the research and questionnaire as well. Questionnaire is
defined as set of questions which are aligned with area of research and research topic as
well. Thus survey is helping to draw differentiated responses so that assumptions of
research can be met.
 Research Choice: This is defined as the aspect in which information can be collected by
researcher. In this manner online and offline information can be collected by researcher
in relation to research (Adam, Adongo and Amuquandoh, 2019). There are two types of
research choice such as qualitative and quantitative which can be selected by researcher
as according to need of research. In this research quantitative method is used by
researcher as by this statistical data can be provided within research and in the same
manner research objectives can be attained. According to these elements primary data can
be scrutinize and collected in statistical manner.
 Time Horizon: This is associated with the time frame which is required by the researcher
in order to complete the overall study in allotted time. There are two types of time-
horizon existed which can be used by researcher and these are longitudinal and cross
sectional. Under this cross-sectional time-horizon is used as this is helpful for researcher
to develop such understanding research objectives in appropriate manner. With the help
of cross-sectional time-horizon all the variable aspects within research can be analysed in
appropriate direction.
 Data Collection: Under this aspect of research onion data can be accumulated by using
various methods in order to get assistance over attaining research objectives. There are
two major methods of data collection such as primary and secondary. In this research the
researcher is using both methods of data collection such as primary and secondary. Under

primary methods of data collection questionnaire is used whereas secondary methods
data is being gathered from journals and books so that to align research objective.
 Sampling: This is the process in which an appropriate sample is drawn out of overall
population so that to collect data and perform research in desired manner. Sampling is the
practice which can be used by researcher in order to acquire wider audience and their
opinion as well (Sucheran and Moodley, 2019). There are two types of sampling such as
probabilistic and non-probability sampling. In this research probabilistic sampling is
being used by researcher in order to gather data from population. Sample size is taken as
50 which are employees of Rosewood.
Questionnaire
QUESTIONNAIRE
Q1. Do you what are ecolodges?
 Yes
 No
Q2. Do you have an understanding about the notion of sustainability and its importance in
hospitality industry?
 Yes
 No
Q3. How important according to you is the concept of sustainability to be introduced and
promoted in range of sectors in hospitality industry?
 Very important
 Not important
Q4. What are the benefits introduced by ecolodges within the accommodation sector and to
organizations?
 Benefits to environment
 Unique experience for visitors
Q5. Is Rosewood following all the requirements to be known as an ecolodge?

 Yes
 No
Q6. Being an ecolodge is favourable for the company that is Rosewood?
 Yes
 No
Q7. What according to you is the most important aspect of Rosewood of being an ecolodge?
 Unique location
 Eco friendly practices and facilities
Q8. According to you the notion of ecolodges is beneficial for productivity of Rosewood?
 Yes
 No
Q9. Is managing and marketing of ecolodge is a challenging task for Rosewood?
 Yes
 No
Q10. What are some of suggestions for the company to make changes in their practices for
better productive and profitability?
 Improved marketing
 Incrementing employee relations and motivation
CHAPTER 4: DATA ANALYSIS
Frequency data analysis
QUESTIONNAIRE
Q1. Do you know what are ecolodges? Frequency
 Yes 35
 No 15

Q2. Do you have an understanding about the notion of sustainability and its
importance in hospitality industry?
Frequency
 Yes 28
 No 22
Q3. How important according to you is the concept of sustainability to be
introduced and promoted in range of sectors in hospitality industry?
Frequency
 Very important 39
 Not important 11
Q4. What are the benefits introduced by ecolodges within the accommodation
sector and to organizations?
Frequency
 Benefits to environment 25
 Unique experience for visitors 25
Q5. Is Rosewood following all the requirements to be known as an ecolodge? Frequency
 Yes 44
 No 6
Q6. Being an ecolodge is favourable for the company that is Rosewood? Frequency
 Yes 38
 No 12
Q7. What according to you is the most important aspect of Rosewood of being
an ecolodge?
Frequency
 Unique location 25
 Eco friendly practices and facilities 25
Q8. According to you the notion of ecolodges is beneficial for productivity of
Rosewood?
Frequency
 Yes 33

 No 17
Q9. Is managing and marketing of ecolodge is a challenging task for Rosewood? Frequency
 Yes 40
 No 10
Q10. What are some of suggestions for the company to make changes in their
practices for better productive and profitability?
Frequency
 Improved marketing 35
 Incrementing employee relations and motivation 15
Interpretations
QUESTION 1:
Q1. Do you know what are ecolodges? Frequency
Yes 35
No 15

Yes No
0
5
10
15
20
25
30
35
35
15 Frequency
Interpretation:
From the above presented graphical image and statistics it is clearly interpretation that
out of 50 respondents maximum that is around 35 of them are well aware with the concept and
idea of an ecolodge. The remaining 15 said no as they had partial or no idea about what is an
ecolodge. A reason behind the same is lower popularity of the concept currently in hospitality
sector along with it people are less aware and attracted towards the concept and idea of
sustainability within luxury and a unique holiday experience.
QUESTION 2:
Q2. Do you have an understanding about the notion of sustainability and its
importance in hospitality industry?
Frequency
Yes 28
No 22

Yes No
0
5
10
15
20
25
30 28
22
Frequency
Interpretation:
In accordance to the graph and table presented above it is interpreted that 28 candidates
from the total of 50 are having certain amount of knowledge and concern for the aspect of
sustainability and its need in hospitality industry. The other remaining 22 respondents are are
lacking knowledge about the importance of the same in hospitality industry as well as they are
not well informed of the notion of sustainability being part of the hospitality industry or any of
its sector.
QUESTION 3:
Q3. How important according to you is the concept of sustainability to be
introduced and promoted in range of sectors in hospitality industry?
Frequency
Very important 39
Not important 11

Very important Not important
0
5
10
15
20
25
30
35
40
39
11
Frequency
Interpretation:
According data collected and primary research conducted the above graph represents that
maximum population of respondents are in favour of spreading awareness in hospitality industry
as well as range of its sectors regarding sustainability and promoting the same. Hence, 39
respondents were in favour of promoting and introducing the idea of sustainability in all the four
hospitality sectors that are accommodation, food and beverage, recreation and travel and tourism.
The rest of 11 candidates were belonging to does population of respondents who are not aware of
the fact and benefits as well as importance of sustainability. Therefore, they were against of the
idea to promote and introduce sustainability in different sectors of an hospitality organisation.
QUESTION 4:
Q4. What are the benefits introduced by ecolodges within the accommodation
sector and to organizations?
Frequency
Benefits to environment 25
Unique experience for visitors 25

Benefits to environment Unique experience for visitors
0
5
10
15
20
25
25 25
Frequency
Interpretation:
There are number of benefits and favourable factors attach to with a colleges being part
of hospitality industry. In the cards to the same the above table and graph represents mixed
results from the respondents. From the total of 50 respondents 25 voted for the benefit to
environment provided by ecolodges to hospitality industry and more specifically to a competition
sector as well as to the organisation dealing in it. The rest of the 25 chosen population voted for
the unique experience for visitors as an appropriate benefit as part of a characteristic to ecolodge.
QUESTION 5:
Q5. Is Rosewood following all the requirements to be known as an ecolodge? Frequency
Yes 44
No 6

Yes No
0
5
10
15
20
25
30
35
40
45
44
6
Frequency
Interpretation:
From the above table and graph it is clearly mentioned that maximum population have
voted in favour of the organisation following all the rules and regulations as well as activities to
be known as an ecolodge within the market and to be addressed as an effective one. On the other
hand left 6 of the respondents sad that the organisation is not completely following the requiring
aspect and agenda to be called as an ecolodge and have stated the need for the entity that is
Rosewood to make improvements and on order to become better in the field.
QUESTION 6:
Q6. Being an ecolodge is favourable for the company that is Rosewood? Frequency
Yes 38
No 12

Yes No
0
5
10
15
20
25
30
35
40 38
12
Frequency
Interpretation:
It is interpreted from the given data and drawn graph that 38 candidates from total of 50
are satisfied with the benefits provided to the company of being an ecolodge and operating in the
industry. The rest of the 12 respondents said that the company is not much benefited and
appreciated with the characteristic they hold in the industry of being a green sustainable and
environment friendly organisation. Those candidates suggested that company could have been
better and highly benefited if it had some other characteristics and features to offer to the
ultimate customers.
QUESTION 7:
Q7. What according to you is the most important aspect of Rosewood of being
an ecolodge?
Frequency
Unique location 25
Eco friendly practices and facilities 25

Unique location Eco friendly practices and facilities
0
5
10
15
20
25
25 25
Frequency
Interpretation:
From the graph above it is clearly stated that from the total population of respondents
50% that is 25 of them are in favour that the highest benefit offered to the organisation of being
in a college is through its unique location. On the other hand the remaining 25 stated that the
most important aspect of Rosewood is its eco friendly practices and facilities which makes it a
successful e college operating in the competitive environment.
QUESTION 8:
Q8. According to you the notion of ecolodges is beneficial for productivity of
Rosewood?
Frequency
Yes 33
No 17

Yes No
0
5
10
15
20
25
30
35 33
17
Frequency
Interpretation:
The above graph showcases mixed responses and outcomes from the population and the
selected group of people where 33 employees of Rosewood stated that the notion of
sustainability and ecolodge is suitable and favourable for the brand and its productivity. The rest
of the 17 candidates are not on the same opinion and stated that the concept is not that much
effective and efficient for productivity of the organisation.
QUESTION 9:
Q9. Is managing and marketing of ecolodge is a challenging task for Rosewood? Frequency
Yes 40
No 10

Yes No
0
5
10
15
20
25
30
35
40
40
10
Frequency
Interpretation:
It is represented from the above graph that more than 90% of the population that is 40
candidates stated that marketing and management of an ecolodge is a difficult task to conduct
and have several different challenges. The remaining 10 of the candidates stated that it is not as
much difficult and organisation can manage their work as well as marketing practices to
promotion and attract appropriate target market.
QUESTION 10:
Q10. What are some of suggestions for the company to make changes in their
practices for better productive and profitability?
Frequency
Improved marketing 35
Incrementing employee relations and motivation 15

Improved marketing
Incrementing employee relations and motivation
0
5
10
15
20
25
30
35
35
15 Frequency
Interpretation:
It is interpreted from the graph above that the organisation which is acting as an ecolodge
that is Rosewood have to make better marketing plans and adopt improved campaigns in order to
be productive and profitable. This is showcased through the result of candidates where 35 are in
favour for making better marketing techniques and practices. The other 15 stated that company
needs to increase engagement of their employees and workers for improving their productivity
and profits in order to perform better and make further improvisation in their operations.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion
From the above research report is emphasis for scrutinised information where it collected
from different sources, methods and process. Some of the tools which used to investigate data
from primary and secondary source where it summarised for effectiveness to better creative
advertising of economy of United Kingdom. On the basis of literature review, information is
gather on ecolodge in hospitality where three different alternatives arises such as importance,
benefits and challenges about Ecolodge in hospitality factor. In each literature review individual
authors has represent their thoughts and provide valuable information about to rectify in effective
manner where secondary data method use to collect overall information to gain better and
effective positive outcomes. The challenges are define to overcome for highlight that creates

issues between customer and guest. Apart from literature review, research methodology arises to
get enhance for other information data scrutinize through different strategy and methods. On
methodology basis the primary and secondary base of information allows to get prevents better
advertise and furthermore generates relevant information for gaining positive outcomes. At last,l
the information is comprise to elaborates within statistical representation where they are seeking
for requirement towards changes to get less motivated to attain work in practises where accept
model of marketing which can be reason to motivated .
Reflection
As I am privileged to being a part of this most productive research where I have explore
different base of hospitality sector that enables more valuable informations. In the overall
research there are many information which I have collected and gain at the time of conducting
research methodology as well as to scrutinize various source of data for evaluating positive
outcomes. In situation of literature review, the secondary base of information use to assort for
collecting different phase of hospitality function in Ecolodge where I was assessing Rosewood. It
which is settled in UK and they promote their eco friendly services to add on different base of
importance, advantages and challenges to faces by customer and other in that I have gained lots
of learning outcomes that support to increase my knowledge growth in competitive hospitality
industry. My findings on 50 sample size which I have taken as employees of Rosewood where
their different responses helps me out to analyse their behaviour and satisfactory opinion.

REFERENCES
Books and journals
Adam, I., Adongo, C.A. and Amuquandoh, F.E., 2019. A structural decompositional analysis of
eco-visitors’ motivations, satisfaction and post-purchase behaviour. Journal of
Ecotourism, 18(1), pp.60-81.
Askarpour, M.H., Mohammadinejad, A. and Moghaddasi, R., 2020. Economics of agritourism
development: An Iranian experience. Economic Journal of Emerging Markets, 12(1),
pp.93-104.
Askarpour, M.H., Mohammadinejad, A. and Moghaddasi, R., 2020. Economics of agritourism
development: An Iranian experience. Economic Journal of Emerging Markets, 12(1),
pp.93-104.
Battaglia, M., 2017. Sustainability in the Tourism Business. Symphonya. Emerging Issues in
Management, (3), pp.122-134.
Bristow, R.S. and Jenkins, I., 2018. Restaurant assessment of local food and the Global
Sustainable Tourism criteria. European Journal of Tourism Research, 18, pp.120-132.
du Cros, H., 2016. Sustainable Heritage Tourism Study.
Erdoğan, N. and Erdoğan, İ., 2016. An Alternative View of Ecotourism with a Specific
Reference to Turkey. In Alternative Tourism in Turkey (pp. 299-318). Springer, Cham.
Ghaderi and et. al., 2019. Corporate social responsibility and hotel performance: A view from
Tehran, Iran. Tourism Management Perspectives, 29, pp.41-47.
Mallen-Ntiador, T.N.E., 2017. Green Marketing Practices and Customer Satisfaction in Selected
Hotels in Ghana (Doctoral dissertation, University Of Ghana).
Munjal, S. and Bhushan, S. eds., 2017. The Indian hospitality industry: Dynamics and future
trends. CRC Press.
Otoo, F.E., Kim, S. and Choi, Y., 2020. Understanding senior tourists' preferences and
characteristics based on their overseas travel motivation clusters. Journal of Travel &
Tourism Marketing, 37(2), pp.246-257.
Reid, S., Johnston, N. and Patiar, A., 2017. Coastal resorts setting the pace: An evaluation of
sustainable hotel practices. Journal of Hospitality and Tourism Management, 33, pp.11