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

Research Project
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
 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.
 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 methodology
Research methods Tool selected
Research type Qualitative
Research approach Inductive
Research philosophy Interpretivism
Data collection Both primary (survey) and secondary
(books, journals and scholarly articles)
Sampling 20 customers of Landmark London hotel
selected using simple random sampling
technique
Data analysis Thematic perception test technique
Ethical considerations Taking consents from respondents

Primary data analysis
Theme 1: Customers visit hotel more
frequently
Theme 2: Customers aware about eco-
friendly practices