The Role of Eco-Friendly Initiatives in Consumer Decision Making for Hotels

This research project focuses on the impact of eco-friendly initiatives, strategies, and policies on consumer decision making in choosing a hotel. It explores the importance of promoting sustainability in the hospitality industry and examines the different strategies and challenges faced by hotels in attracting customers. The research aims to provide insights into how hotels can increase their consumer base through eco-friendly initiatives.

Research Project

Contents
EXECUTIVE SUMMARY.............................................................................................................1
TOPIC:.............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
CHAPTER 3: METHDOLOGY......................................................................................................4
LITERATURE REVIEW.........................................................................................................7
CHPTER 4: DATA ANALYSIS AND FINDINGS........................................................................8
Research outcomes in an effective form for the intended audience..........................................14
Reflect on the effectiveness of research methods......................................................................14
Research methodologies and lessons learnt by the outcomes...................................................15
CONCLUSION..............................................................................................................................15
Recommendations..........................................................................................................................16
REFERENCES..............................................................................................................................17
APPENDIX....................................................................................................................................20

EXECUTIVE SUMMARY
The consumer decision making is the technique by using which purchasers become aware
of and pick out their desires; accumulate data on how to excellent resolve those desires; examine
opportunity available alternatives; make a purchasing decision; and evaluate their purchase. Now
these days’ consumers are also focus on eco-friendly perspective. So eco-friendly initiatives,
strategies and policies also influence the consumer decision making. This research project was
discussed about the research methods and data collections in order to gather appropriate
information. By using effective strategies and plans, the organisations can enhance the power of
getting attention of customers.
TOPIC:
The role that eco-friendly initiatives, strategies and policies have upon consumer decision
making in choosing a hotel.
CHAPTER 1: INTRODUCTION
Hotels that are eco-friendly and environmentally focused and environment friendly in use
of energy, water and materials that do not intensify impacts on the environment. In order to
getting attention of large base of consumer, eco-friendly initiatives, strategies and policies etc.
play an effective role on the decision making of the customer in context of selection of hotel
(Nilashi and et. al., 2019). Environmental management standards and certifications strengthen
consumer confidence in the hotel service delivery and contribute regarding its financial and
ecological execution through minimising the atmospheric impact and developing management
controls. In current era consumers are eco-friendly and they centred on some ecological area like
minimising water usage beyond the hotel room, cutting down on food waste, removing plastic,
conserving energy, creating a paperless hotel and integrating sustainability in to the hotel
architecture. So by developing policies, strategies and initiatives in these particular areas, a hotel
can get attention of target audiences.
Research aim
“To investigate the impact of eco-friendly initiatives, strategies and policies have upon
consumer’s decision making in selecting hotel.” A case study on Holiday Inn Hotel.
Research objectives
 To examine the importance of promoting sustainability for hospitality industry.
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 To identify the different strategies, policies and eco-friendly initiatives which company
used to invite customers towards its offerings.
 To explore the challenges that Holiday Inn can faced at the time influencing customers
towards its services.
 To determine the ways that Holiday Inn can use to increase their consumer base.
Research questions
 What is the importance of promoting sustainability for hospitality industry?
 What are the different strategies, policies and eco-friendly initiatives which company
used to invite customers towards its offerings?
 What are the challenges that Holiday Inn can faced at the time of influencing customers
towards its services?
 What are the ways that Holiday Inn can use to increase their consumer base?
Research rationale
The assessment is based on the role of eco-friendly initiatives, policies and strategies that
have upon the decision making of customer in order to select a hotel. Through conducting this
study, the researcher can know about the role of eco-friendly strategies or plans and what manner
they influence the decision making of customers (Kim and et. al., 2019). This provides reliable
data and analyse the challenges which faced by a hospitality firm during impacting consumers
regarding its services. By organise this research, knowledge base and core competencies of
investigator will be developed and it can able to perform the research activities in future. Holiday
Inn is a UK based American brand of hotels and a subsidiary of InterContinental Hotels Group.
This venture was founded as US motel chain and it has grown to be one of the world’s largest
hotel chains with 1173 active hotels and over 214,000 rentable rooms. In respective firm, the
main ecological issue like waste energy, waste water and waste disposal which create a direct
affect on the enterprise.
Research Scope
The role of eco-friendly initiatives, strategies and policies has upon the decision making of
customer in order to selection of hotel. In present time, the people are eco-friendly so they prefer
to hotel which make focus on performing ecological activities. In context of this, they consider
number of eco-friendly strategies, policies and initiatives so that they can make focus on
influencing decision making of consumer in order to selection of hotel. The research will
2

consider information about the importance of promoting sustainability for hospitality industry,
challenges that Holiday Inn can faced at the time of influencing customers towards its services
and the ways that Holiday Inn can use to increase their consumer base (Martinez Garcia de
Leaniz, Herrero Crespo and Gómez López, 2018). Moreover methodology section will consider
information about the tools and approaches of information gathering in order to complete the
research.
CHAPTER 2: LITERATURE REVIEW
The importance of promoting sustainability for hospitality industry
As per the view of Sharma U. (2018), the role of sustainability is also significant in the
hospitality sector. Hotels require electricity, water, goods that are both consumable and durable
and it also directs to the creation of waste. The waste created is in the form of furniture,
equipment, appliances, bulbs and tubes etc. In present years, the green technology has flourished
so well that it is accessible at reasonable costs (Han, Lee and Kim, 2018). Number of hospitality
firms has begun to utilise the new green development projects. Such projects are supported to
technology that utilises the alternate source of energy such as solar, air, wind etc. to produce
energy. Cost effectiveness, better guest experience, improved brand image and a good corporate
image are some aspect which makes an effective contribution in promoting sustainability for
hospitality sector.
The different strategies, policies and eco-friendly initiatives which company used to invite
customers towards its offerings
As per the view of Hard R. (2019), there are several eco-friendly initiatives have since
become the norm for hotels looking to provide more sustainable services. Energy conservation,
water conservation, recycling and waste reduction, bath amenities, room keys, cleaning products,
food preparation, bottled water alternatives, menu selection, spas and the bottom line are some
ecological friendly initiatives which most of the hotels and hospitality firm considered to invite
customers regarding its offerings.
The challenges that Holiday Inn can faced at the time of influencing customers towards its
services
There are several challenges and issues which are faced by hospitality sector venture in
order to influence consumers regarding its services. Cleanliness is one of them which are highly
faced by organisation because customer mainly focuses on the cleaning and hygiene factor (Five
3

challenges facing the hotel industry. 2020). In current time due to COVID 19, the people are
highly focused on this factor as well as government all make strict policy regarding it so this can
be arise as challenge for hospitality firms. Other challenges are related to technology, meaningful
experience, excellent services and sustainability.
The ways that Holiday Inn can use to increase their consumer base
According to Majdi L. (2021), there are numerous ways that Holiday Inn can consider to
maximise their customer base (Trang, Lee and Han, 2019). The management can consider
different ways such as Hotel guest experience and customer base, mobile marketing for a better
guest experience, optimise company website for voice search to develop the guest experience,
showcase the product utilising virtual reality and 360 degree video, unlock keyless entry for the
ultimate guest experience, install green technology to their advantage, create dedicated spaces for
co-working and upgrade meeting room technology etc. These all plans will assist in maximising
and developing the consumer base of respective firm.
CHAPTER 3: METHDOLOGY
Research methodology is the specific approaches or strategies used to become aware of,
select, method, and analyze data approximately a topic. In a studies paper, the methodology
segment permits the reader to seriously examine a have a look at's universal validity and
reliability. In explaining methodology in brief form, there is Research Onion considered.
Different phases of research onion provided as under:
Research philosophies
It is the first layer of research onion that has does with set of the viewpoint allocated with
nature of the reality that is being study. Different research philosophies are defined as under:
Positivism philosophy- It is based on the thought that the technical knowledge is truce
and classified by hypothesis testing which imitative from existing knowledge theory.
Interpretivism philosophy- It emphasises on utilisation of qualitative method acquire
results. It is observed that it play an essential role in making the sense and also understanding
collection of information.
Within this current research, the researcher will be considered the interpretivism
philosophy as it assists in examining the authors’ insights and views as well as provide optimistic
results (de Leaniz, Crespo and López, 2020).
Research approaches
4

It is supported on prior and previously made choices and offers the optimistic results.
Inductive and deductive are different approaches that are mentioned as under:
Inductive approach- It is beneficial when there is small research area. In this,
investigator moves in opposite direction with the purpose of description and observation for the
analysis.
Deductive approach- It tends to flow form the common to brief. Any researcher use this
tool on research hypothesis which tested by gathering of the information.
This study will performed with the use of inductive approach as it provides possibility
and probability of completing the work and earn effective understanding about the particular area
of study in an appropriate form (Nilashi and et. al., 2019).
Research strategies
It is another layer of research onion which connected and associated with collection and
assembling of data or information to organise a study. It can be explains that mind set of
researcher which is associated to approach that is utilised by company. It considers case study,
survey, experiment and many more. All these are the suggestions that can utilise by a surveyor in
context of executing the research. In this study, survey will be used as it enables collecting more
information and answer research questions. It is a reliable approach where is offer accurate and
relevant data. Thus, it will support in meeting demands and executing investigation in more
developed manner.
Research choices
In context of study, there are two choices which are accessible of the surveyor in order to
meet needs. These are qualitative and quantitative. These all are the significant choices that can
be utilised through the investigator in order to accomplish the effective results. This layer of
research onion is linked with the quantitative and qualitative methods; there is a requirement to
choose the appropriate method which provides better results. The qualitative research system
will be used because it provides the rich data through including description and opinions.
Research instrument
There are different research tools and instruments like survey, interview, questionnaire
and others which are used by research in order to collection of data. Questionnaire is selected as
one of the appropriate research instrument that will assist researcher to collect primary data that
directs to accomplishment of reliable and valid outcomes. Also, it is determined that it is the
5

effective tool and procedure for which investigator can collect in easier and appropriate data
about the research subject.
Data collection
It is connected to gathering data and information by using the relevant and authentic
sources in an appropriate form. There is primary and secondary tool of data collecting and
assembling that enables in providing the reliable data in order to specific area (Han, Yu and Kim,
2019). In this research, primary method of data collection is more adequate as it offers the fresh
information and data so that results can be summarised.
Research limitation
It is a stated that each research is linked with some type of limitations that is funds, time,
and data analysis and so on which influence on researcher during conducting research processes.
Also, time is one of the key limitations as for completing every process of research, an effective
time is needed by investigator.
Research reliability and validity
The reliability as well as validity of a research is mainly based on the instrument of
primary sources. Also, questionnaire is include as best source and tool because it will assist the
investigator to assemble valid and reliable data regarding the effect of sustainability on supply
chain management.
Sampling
It indicates to a tool within the samples that are chosen from the total population. It can
also be defined a team of individual, objects and items which are taken from a large population
for evaluation. The sample should be representative of the population to assure that the
investigator makes simpler the findings and results from the study sample to the population as a
whole (Nilashi and et. al., 2019). The total population in current research is the employees who
are performing in Holiday Inn. In context of ensuring that information is not hampered in any
form a random selection carried out from the sample size. There are a total of 30 representatives
taken as employees of Holiday Inn in consideration for assembling data in context of research
topic.
Research ethics
These are the moral principles which govern how researchers and surveyors should carry out
their work. These principles are utilised and considered to shape research regulations agreed by
6

teams such as communities, governing bodies of institutions and governments. All surveyors
should follow any regulations that apply to their work (Shrestha and et. al., 2018). Within this
research, the surveyor make focus on the codes of conduct to collection, analysis, reporting and
publication of data about research topic.
LITERATURE REVIEW
The importance of promoting sustainability for the hospitality industry
As per the view of Sharma U. (2018), the role of sustainability is also significant in the
hospitality sector. Hotels require electricity, water, goods that are both consumable and durable,
and it also directs to the creation of waste. The waste created is in the form of furniture,
equipment, appliances, bulbs and tubes etc. In present years, green technology has flourished so
well that it is accessible at reasonable costs (Han, Lee and Kim, 2018). A number of hospitality
firms have begun to utilise the new green development projects. Such projects are supported by
technology that utilises an alternate source of energy, such as solar, air, wind etc., to produce
energy. Cost-effectiveness, better guest experience, improved brand image and a good corporate
image are some aspect which makes an effective contribution in promoting sustainability for the
hospitality sector.
The different strategies, policies and eco-friendly initiatives which the company used to invite
customers towards its offerings
As per the view of Hard R. (2019), there are several eco-friendly initiatives that have since
become the norm for hotels looking to provide more sustainable services. Energy conservation,
water conservation, recycling and waste reduction, bath amenities, room keys, cleaning products,
food preparation, bottled water alternatives, menu selection, spas and the bottom line are some
ecological friendly initiatives which most of the hotels and hospitality firm considered to invite
customers regarding its offerings.
The challenges that Holiday Inn can be faced at the time of influencing customers towards its
services
There are several challenges and issues which are faced by hospitality sector venture to
influence consumers regarding its services. Cleanliness is one of them which are highly faced by
the organisation because customer mainly focuses on the cleaning and hygiene factor (Five
challenges facing the hotel industry. 2020). In current time due to COVID 19, the people are
highly focused on this factor as well as the government all make strict policy regarding it, so this
7

can be arise as a challenge for hospitality firms. Other challenges are related to technology,
meaningful experience, excellent services, and sustainability.
The ways that Holiday Inn can use to increase their consumer base
According to Majdi L. (2021), there are numerous ways that Holiday Inn can consider to
maximise its customer base (Trang, Lee and Han, 2019). The management can consider different
ways such as Hotel guest experience and customer base, mobile marketing for a better guest
experience, optimise company website for voice search to develop the guest experience,
showcase the product utilising virtual reality and 360-degree video, unlock keyless entry for the
ultimate guest experience, install green technology to their advantage, create dedicated spaces for
co-working and upgrade meeting room technology etc. These all plans will assist in maximising
and developing the consumer base of the respective firm.
CHPTER 4: DATA ANALYSIS AND FINDINGS
Sampling: It is a tool and method it genuinely is used by an business agency industrial
organisation employer to choose and assort a small period specimen for a large unit of peoples
and community. It allows the investigator to accumulate appropriate and precise facts to fulfil
investigator surveys. In this studies paper, the investigator selects a length of 30 peoples from
human beings of Holiday Inn and examines clean arbitrary sampling.
Theme 1: Concept of consumer decision making
Q1. Do you aware with the concept of consumer decision
making?
Frequency
(a) Yes 18
(b) No 12
8

Interpretation- This has been summarised from the mentioned graph that among the group of
30 employees, 18 responders are responded that they have a great understanding regarding
consumer decision making. While remaining 12 people are replied that they have not any
awareness about this conception.
Theme 2: Conception of sustainability
Q2. Do have understating about the conception of
sustainability?
Frequency
(a) Yes 17
(b) No 13
Interpretation- It has been determined from this graphical presentation that between the
selected population of 30 people, 17 are viewed that they are well aware with the sustainability
concept. While enduring 13 individuals are responded that they have not any kind of information
about sustainability and the conception of it.
Theme 3: Importance of promoting sustainability for hospitality industry
Q3. What is the importance of promoting sustainability for
hospitality industry?
Frequency
(a) Cost effectiveness 7
(b) Better guest experience, 8
(c) Improved brand image 9
(d) Good corporate image 6
9

Interpretation- From the above defined graphical visualisation, this has been monitored that
among the unit of 30 individuals, 7 people are agreed with cost effectiveness that is the key
significance of promoting sustainability for hospitality sector in order to make development in
the business ventures. While 8 individuals are supported to better guest experiences and 9
persons are responded to improved brand image is the main importance of promoting
sustainability for hospitality sector organisations. Whereas remaining 6 responders are agreed
with good corporate image is the key magnitude in order to promote sustainability for companies
of hospitality sector.
Theme 4: Different strategies, policies and eco-friendly initiatives used by company to
invite customers towards its offerings
Q4.What is the different strategies, policies and eco-friendly
initiatives which company used to invite customers towards its
offerings?
Frequency
(a) Energy conservation 9
(b) Water conservation 11
(c) Recycling and waste reduction 10
10

Interpretation- This has been concluded form the preceding graphical presentation that among
the selected personnel of 30, 9 representatives are supported that energy conservation is an
effective plan and initiative which can be considered by firm in order to invite consumers
regarding its products and services. Because, now these days, people are make high focus on
preservation and protection of energy so it can be a great initiative which can be taken by the
company towards its offering. Whereas remaining 11 responders are agreed with water
conservation and 10 people are supported to recycling or waste reduction is an effective strategy
which can be used by firm in context of attracting its target audiences regarding its services
which is provided it.
Theme 5: Challenges that faced by organisations at the time of influencing customers
towards its services
Q5. What are the challenges that Holiday Inn can faced at the
time of influencing customers towards its services?
Frequency
(a) Cleanliness and hygiene issues 9
(b) Technological challenges 8
(c) Insignificant experience 7
(d) Poor services and lack of sustainability 6
Interpretation- This has been summarised from the defined visual presentation, that among the
group of 30 individuals, 9 people are agreed with cleanliness and hygiene related issues is the
main challenge which faced by firm during influencing consumers regarding taking the benefits
of services. Because Due to this COVID 19 pandemic situation, individual are highly conscious
about cleaning and hygiene so they are more attracted about those hospitality firm which
concentrate on cleanliness related area. Whereas remaining, 8 individuals are supported to
technological challenges and 7 are improper experience as due to not having proper experience
11

workers, the firm face challenge in context of influencing consumers. While enduring 6
representatives are agreed with poor services and lack of sustainability are some main causes of
occurring challenges in the firm which affect the process of influencing target people regarding
its services.
Theme 6: Ways that Holiday Inn can use to increase their consumer base
Q6. What are the ways that Holiday Inn can use to increase
their consumer base?
Frequency
(a) Hotel guest experience and customer base 7
(b) Mobile marketing for a better guest experience 6
(c) Install green technology 9
(d) Upgrade meeting room technology 8
Interpretation- This has been summarised from this graph that between the population of 30
individuals, 7 responders are responded that hotel guest experience and consumer base is a
significant way which can be considered by the management of Holiday Inn to develop its
consumer base. Whereas remaining 6 representatives are replied that mobile marketing for a
better guest experience is an appropriate way in order to maximise the number of consumer and
can be consider by respective firm as a business strategy. While enduring 9 people are supported
to install green technology and 8 are agreed with upgrade meeting room technology is a way
which can be utilised by the administration of particular establishment in context of developing
its consumer base. If the firm will install and focus on green technology then it will beneficial for
environment and now these people are more conscious about regarding eco-friendly initiatives of
enterprises.
Theme 7: Eco-friendly initiatives, plans and policies play important role in customer
decision making in order to select a hotel
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Q7. Do you agree that eco-friendly initiatives, plans and policies
have upon customer decision making in order to select a hotel?
Frequency
(a) Agree 14
(b) Disagree 16
Interpretation- This has been analysed from this graph that between the group of 30 employees,
14 people are agreed that eco-friendly initiatives, strategies and policies play an effective and
crucial role upon consumer decision making regarding selection of taking benefits of services
which are provided by hospitality sector. Whereas remaining, 16 individuals are not supported
this that eco-friendly plans, policies and initiatives do not have impact upon the decision making
of target audiences in positive manner regarding assortment of a hotel to take the services of it.
Theme 8: Installing green technology is an effective strategy which will support in
enhancing the consumer base
Q8. Do think that by installing green technology is an effective
strategy which will support in enhancing the consumer base of
the Holiday Inn?
Frequency
(a) Yes 17
(b) No 13
13

Interpretation- It has been monitored from this statistical information that between the unit of
30 employees, 17 are agreed that by installing and using green technology is an appropriate
strategy which will assist in developing the customer base of the Holiday Inn. Whereas
remaining 13 individuals are replied that they do not think that by using green technology is a
significant technology that will assist in developing the customer base of the respective firm.
Research outcomes in an effective form for the intended audience
It is determined that eco-friendly plans, policies and initiatives can be considered by the
hospitality firms in order to influence consumer decision making in order to take the benefits
which are provided by them. It is also beneficial for the sustainability of the company as well as
creates optimistic impact on the consumer base and development of it. Along with this, it is
analysed that in context of Holiday Inn, these initiatives is crucial and important in order to
developing its consumer base and improving its image in the market. Along with this,
sustainability is also important for hotel it help and support in declining and managing cost assist
a business form to manage and develop its buying behaviour (Wang and et. al, 2020). It is
demonstrated that sustainability in the business support in offering information and knowledge
regarding future needs. There are diverse forms through which hotel can influence consumer
decision making and promoting sustainability in the market place like use of green technology,
conservation of water and energy, recycling process, waste management and developing value
proposition etc. All this will assist in developing the decision making of customer regarding their
services as well as develop their brand image in the market. According to the outcomes, it has
been analysed that a business venture like Holiday Inn is need to make centre on its sustainable
strategies because it will support in developing their number of customers cause of which they
14

can make development in their business. It will also help the establishment in market for long
term as well as accomplish its set business objectives in more developed manner.
Reflect on the effectiveness of research methods
This a huge gratification for me to conduct research on trading area and topic like eco-
friendly, initiatives, strategies and polices have upon customer decision making in selecting a
hotel. Also, this research supported and helped me to earn in depth and brief knowledge about
the ways that a firm utilised in context of promoting sustainability at market place (Veshchunov
and et. al., 2018). With the support and help of this investigation, I am capable to develop
effective communication abilities. The other research abilities are considering time management,
data collection, data analysis, literature review, research skills and many more. I also suffered
and faced some problems and challenges when conducting and performing this research which is
data collection as individual are not responding appropriately to the questions I ask to them and
is not showing their interest in giving answer. Also, another reason regarding their uninterested
behaviour is answering the questions because due to corona virus pandemic they are so
conscious about social distancing as well as they are not ready to giving the answer. But cause of
my way of interaction and effective convenience skills, I am capable to collect information
which I need and it supported me to draw appropriate and reliable conclusion. Also, I have no
information about how to develop Gantt chart but with the assistance and support of my mentors
and my learning abilities I am able to make it appropriately and utilised if for assessing the time
needed for completing the research. The study and research support me to lean about research
methods and assess the data appropriately that in turn assist me in my upcoming time in context
of conduct research and gain more development and growth options as well as chances in
efficient form.
Research methodologies and lessons learnt by the outcomes
For every investigator, it is hard and difficult to select effective research methods in context
of gaining more optimistic results. There are several methods of data which can be considered by
researchers for gleaning and assembling information and deep or brief knowledge from the
participants. For the present report, it can be began that questionnaire would assist most to
surveyor. Along with this, it is determined that Survey is similar to equivalent to questionnaire
that also enable in gleaning as well as determining the data and information within short span.
Survey research method is an effective and the best tool in term of assembling pure, fresh and
15

brief information and the reason behind choosing this that it is simple and easy to use and
understand others (Swanson and et. al., 2018). There is several eco-friendly initiatives, strategies
and policies like installation of green technology, waste management, recycling and water or
energy conservations etc. considered by the management of the firm in term of influencing
consumer decision towards the services of it. This all is beneficial for the company in order to
long term sustainability as well as enabled the firm in development and success.
CONCLUSION
This has been summarised from the above defined information that use of effective eco-
friendly initiatives, strategies and policies play an effective role in the influencing consumer
decision making. It is significant for an establishment to centre on developing and applying
sustainable strategy in context of gaining higher development and development at market place.
It is determine that in a hospitality sector, sustainability functions an essential function because it
assist them to maintain and retain in marketplace for long term and make and gain higher
development and progress as well. There are different manner which can be considered and used
by firm in term of promoting sustainability at market place. It is crucial for investigator to make
use of adequate method of data collection so that valid and reliable conclusion is drawn. It is
determined that questionnaire is one of the efficient research instrument that assists in collecting
information that is effective and appropriate because it provide reliable information due to based
on statistics and figures. Moreover, it is monitored that Gantt chart enable surveyor to divide the
actions according to the provided time frame cause of which objectives and goals is
accomplished on set time duration. It is significant for investigator to make sure that all the
ethical rules are followed when conducting the outcomes like confidentiality, anonymity and
informed consent as well.
Recommendations
As per the analysis and determination of the above mentioned data, some the suggestions is
provided as under to deal with the challenges and issues which are faced and suffered by the firm
regarding influencing consumer decision making:
 It is suggested to the top management of Holiday Inn to develop and execute eco-friendly
strategies, policies and initiatives so that they can deal with issues of influencing
16

consumer decision making as well as get attention of them regarding the services and
facilities which are provided by the company.
 Along with this, to deal with the challenge of cleanliness or hygiene issues, they can
make focus on hygiene policies which are developed by the national authorities of
country (Watson and Fox, 2018). This will assist in making cleanliness as well getting
higher attention of people because due to COVID19 pandemic people also consider this
aspect during the time of selection of hotel.
 There are number of technologies take place day by day as well as create challenges for
business enterprises. In context of Holiday Inn, the management also faces challenge
regarding technology which affects their power of influencing consumer. So by using
new innovative and updated technology, the management can handle technological
issues. Regarding this, they can consider payment application, booking app and mobile
app etc. as due to corona virus situation people make focus on e-payment and other these
kinds of services.
 In addition to this, it is recommended that the administration of Holiday Inn can provide
training and learning sessions to its employees so that they can get proper knowledge and
improve their experience as well as make effective contribution in running the business
of the company.
 Moreover, it can be recommended that the firm can make development and improvement
in its services which it offer to its consumers as it will assist in getting attention of
number of consumers as well as influencing their decision making regarding the selection
of the hotel (Döppner, Derckx and Schoder, 2019). Also, it will assist the business
establishment in its long term sustainability.
17

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APPENDIX
Questionnaire
Q1. Do you aware with the concept of consumer decision making?
(a) Yes
(b) No
Q2. Do have understating about the conception of sustainability?
(a) Yes
(b) No
Q3. What is the importance of promoting sustainability for hospitality industry?
(a) Cost effectiveness
(b) Better guest experience,
(c) Improved brand image
(d) Good corporate image
Q4.What is the different strategies, policies and eco-friendly initiatives which company
used to invite customers towards its offerings?
(d) Energy conservation
(e) Water conservation
(f) Recycling and waste reduction
Q5. What are the challenges that Holiday Inn can faced at the time of influencing
customers towards its services?
(a) Cleanliness and hygiene issues
(b) Technological challenges
(c) Insignificant experience
(d) Excellent services and sustainability
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Q6. What are the ways that Holiday Inn can use to increase their consumer base?
(a) Hotel guest experience and customer base
(b) Mobile marketing for a better guest experience
(c) Install green technology
(d) Upgrade meeting room technology
Q7. Do you agree that eco-friendly initiatives, plans and policies have upon customer
decision making in order to select a hotel?
(a) Agree
(b) Disagree
Q8. Do think that by installing green technology is an effective strategy which will support
in enhancing the consumer base of the Holiday Inn?
(a) Yes
(b) No
Q9. Provide suggestions regarding challenges which Holiday In can in context of
influencing target audiences regarding its services.
Gantt chart
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