Role of Eco-Friendly Initiatives on Consumer Decision Making in Hospitality: A Case Study on Hilton

Research project

Executive summary

Table of Contents
Contents
Executive summary..........................................................................................................................2
INTRODUCTION...........................................................................................................................1
Background of project......................................................................................................................1
Background of organisation.............................................................................................................1
Aims and objectives.........................................................................................................................2
Rationale..........................................................................................................................................2
Literature review..............................................................................................................................2
Methodology....................................................................................................................................5
Main body and findings...................................................................................................................9
Findings.....................................................................................................................................10
CONCLUSION and Recommendation..........................................................................................16
Reflection.......................................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Background of project
Consumer decision making is a process that advance adequate level of awareness within the
business as with this need, requirement and demand of the marketplace is estimated by different
organisation. In this alternative options are developed and designed that affects purchasing
power and its evaluation in constrained manner. It basically consists of different stages such as
recognition of need, information search, and evaluation of different alternatives, purchasing and
post purchasing behaviour of consumers (Rehman Khan and Yu, 2020). There major
environment impact caused by hospitality organisation are related to CO2 emission, noise,
smoke, CFC emission, waste energy, waste food, disposal, purchasing policy and many others as
well. In addition, sustainability is a basic fundamental that is essential to followed by hospitality
service provider as it assists to develop strong relation with public as by enhancing operation and
functional efforts as well. Sustainability and its designing is related to taking concerned initiative
about eco-friendly aspects as with this consumption of local products and services in competitive
marketplace is developed with perfection. Buying behaviour of customer get changed and varied
as per their expectation and need and for this organisations ensure to offer a quality service that
evokes stimulus actions of customers.
Background of organisation
Hilton Hotel is an organisation that has worked with the aim to attain higher amount of
profit as by offering various group of services to its customers such as room service, expenditure
over meal through which potential to attain higher market share and profit is increases in
successful manner. The hotel was established in 1925 and opens with aimed to operates effective
hotel in Texas and in outcome drive its growth with effective leadership and commitment and
counted as the most respected hotel and brand all across world. Hotel offer both travel and
leisure services along with conduction of guest loyalty program that more frequently turns into
accumulation of airlines miles over a longer period of time. The Hilton facing certain issues to
take initiative related to eco-friendly measure that has direct impact over decision making of
customers thus for this adequate research is conducted that examine various prospect in effective
manner so that ability to induce suitable changes is advanced with flexibility.
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Aims and objectives
Aim: To examine the role and eco-friendly initiative, policy and strategies that has direct
impact on consumer decision making in hospitality organization. A case study on Hilton.
Objectives:
 To analyze the eco-friendly initiative and role that has direct impact on performance of
Hilton.
 To measure the different policy and strategies that is used by Hilton to influence
consumer decision making.
 To identify the role and eco-friendly initiative on consumer decision making for Hilton.
Rationale
The reason behind the conduction of this research is that it assists about different strategies
that induce direct impact over the decision making process of consumers within hospitality
organisation and it is dependent over initiative related to role and eco-friendly basis. In relation
to hospitality organisation, consumer decision making bring an obvious change in terms of broad
generalisation, vagueness, encompassing orientation under which probability to achieve desires
of customers within continuous period of instance (Sisson, Grisamore and Jang, 2021). It is
essential that various objectives are strategies in relation to advance eco-friendly prospect as with
this ability to attract attention of lot of potential customers and marketplace is advanced over
regularity. As in support of green hotel practice different initiatives are taken in order to reduce
the negative impact over environment and to save surround along with saving of energy.
Research questions
 What are the eco-friendly initiative and role that has direct impact on performance of
Hilton?
 What are the different policy and strategies that is used by Hilton to influence consumer
decision making?
 What is the role and eco-friendly initiative on consumer decision making for Hilton?
Literature review
It is a scholarly survey that is collected with support of books, journals, and thesis and
provides relative information about certain topic. It is being used to develop strong enough
information and knowledge with this gap also gets reduced with effectual evaluation. In this
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literature review is conducted to facilitate appropriate information and understanding about eco-
friendly initiative, policy and strategies that has direct impact over consumer decision making
along with performance of an organisation.
What are the eco-friendly initiative and role that has direct impact on performance of Hilton?
As per according to the viewpoint of Nicolas Frangos, 2020, hospitality organization
improvise its working standards as by playing various responsibility and it is for being
environmentally sustainable. In this strategies are implemented with the purpose to execute
better implication over stakeholders such as vendors, community, investors, communities,
employees and operators. It has direct impact over the decision making as it induce immediate
impact over triple bottom line i.e. environmental, socio cultural sustainability and economic
prospect as well. Eco-friendly initiative processed potential and crucial basis over designing and
processing of corporate social responsibility and development of corporate strategy as well. It
usually promotes business reputation, enhancement of employee morale, initiative capability to
attain long term productivity along with profitability. The environmental care, conservation and
effective utilization of resources induce suitable practices of sustainability such as reduce,
recycle and reuse.
In this organization developed various strategies as per concern of environmental prospect
with this capability and operation production get govern and embrace sustained growth and
development (Ramkissoon, 2018). In UK, 90% of the initiatives are taken by hospitality service
provider and it is progressed as per dependency of consumers, governmental agencies, tour
operators, construction companies through which environmental related issues get resolved as
per cooperative basis. It assists the business to attain and adopt targeted objectives that is
pertained with support of environmental basis. The adaptation of various strategies is mitigating
long term growth and development that more often ensure and informed need and requirement of
stakeholders in moderate level. Moreover, it aid to enhance competitive advantage through
which potential assessment is implemented that extend viability and attractiveness within
competitive marketplace. The CSR activities of the business get aligned the synergy and need of
marketplace with this financial success and its determination is affected over regular period of
instance.
What are the different policy and strategies that is used by Hilton to influence consumer decision
making?
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