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

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.