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

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
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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
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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
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