Influence of Eco-friendly Practices on Decision Making in Hospitality Industry

This research project aims to analyze the influence of eco-friendly practices on the decision making of patrons in the context of the hospitality industry. The study focuses on The Cairn hotel and explores the strategies used by the industry, the linkage between eco-friendly practices and customer decision making, and the issues overlooked in advancing eco-friendly strategies. The research methodology includes a literature review and data analysis.

Research project
(“To analyse the influence of Eco-friendly restart on
the decision making of patron in context of hospitality
industry.” A study on The Cairn hotel)

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 ........................................................................................5
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................8
Research Onion...........................................................................................................................8
CHAPTER 4: DATA ANALYSIS ...............................................................................................12
Frequency data analysis............................................................................................................12
Interpretations...........................................................................................................................13
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................17
Conclusion.................................................................................................................................17
REFERENCES .............................................................................................................................18

CHAPTER 1: INTRODUCTION
Overview of the topic
Decision making of customers are one of the significant movement which is regarded as
the process in which needs are identified by customers and accordingly product or services are
being selected. In the context of hospitality industry customers are the primal aspect of a
business and in this manner this would be imperative to hold significant changes and degree of
changes so that objectives can be attained in optimal manner (Novacka and et. al, 2019). In
current time eco-friendly measures are adopted by hospitality industry so that to provide specific
edge to their business and to align decision making of their customers. In this manner there are
various benefits which can be enjoyed by hospitality industry and customers as well. This is
observed that in current time eco-friendly practices are highly encouraged by customers and
helpful for them to make their own decision in respect of selecting a hotel. These practices are
leading patrons to develop such understanding as in relation to providing positive benefits to
environment.
Problem statement
In current time succession of a business is wholly dependent over decision making of
customers and their inclination towards some service and product decisions. In order to develop
positive response out of customer decision making eco-friendly initiatives are started by the
organisation so that to gain success and higher number of customers within their organisation.
Eco-friendly practices are having higher capabilities to align customer decision in positive
manner so that this would be advantageous for the organisation to deal with such aspects in
which they can initiate eco-friendly measures in order to grab attention and footfall of their
customers. Under this research benefits related to eco-friendly practices are being elaborated in
the context of gaining higher value out of customers and their decision making as well (Merli
and et. al., 2019). Besides this in the crucial time of COVID the major benefit of adopting eco-
friendly practices could be staying safe and adapting hygiene measures as well.
Overview of organisation
Cairn hotel is one of he most prominent leisure group grown in UK which is having 32
hotels and 30 bars across UK. The company is running family business in which they are striving
to provide higher customer experience to their patron so that they can develop productive and

supportive environment for them. The hotel was established in the year of 1960 and in current
time it is considered as one of the most leisure service provider in UK in terms of hospitality
industry.
Aims and objectives
Aim
“To analyse the influence of Eco-friendly restart on the decision making of patron in context of
hospitality industry.” A study on The Cairn hotel
Objectives
 To investigate the strategies used by hospitality industry for promotion of Eco-friendly
practices.
 To examine the linkage of Eco-friendly practices in decision making of future customers
of The Cairn hotel.
 To acknowledge the issues overlooked by hospitality industry in for advancing eco-
friendly strategies within business operations.
Research questions
 What are the strategies used by hospitality industry for promotion of Eco-friendly
practices?
 What is the linkage of Eco-friendly practices in decision making of customers of The
Cairn hotel?
 What are the issues overlooked by hospitality industry for advancing eco-friendly
strategies in business operations

CHAPTER 2: LITERATURE REVIEW
What are the strategies used by hospitality industry for promotion of Eco-friendly practices?
According to Gupta, Dash and Mishra, (2019), Sustainability of the hotel industry
removes the environment impact by using the practices of maintenance, logistics, supplies. The
strategy of hotel
 Target low-hanging fruit to start- The industry adopts the eco-friendly program by
reducing the use of plastic bottle and providing the reusable plastic bottle. Establishing
water filling station In lobby.
 Making hiring and training process green- Instead of taking face to face interviews the
industry can make the use of Skype which will reduce the fossil fuels and should provide
the documentation in electronic format to the employees rather than the long manuals.
 Mobile check-in – Hotels should enable the virtual check-in for the guests which reduces
the rush of check-in during the peak hours. Hotels can create virtual key solutions by
developing cloud scale and make use of the technologies such as AWS Lambda, Amazon
FreeRTOS. Focusing on efficiency- The green culture increase the efficiency by reducing the plastic
key cards, paper usage, and develops the remote check-in and check-out.
What is the linkage of Eco-friendly practices in decision making of customers of The Cairn
hotel?
According to Han and et. Al, (2019), there is linkage of Eco-friendly practices in decision
making of customers of hospitality industry which is elaborated as under:
 Higher customer retention- It is the ability of the organisation to retain the customers
for some time period. The customers buy the product of the business continuously
without any defect. The hospitality focuses on creating the customer loyalty and develops
innovative measures for their guest. The customer retention can be successful by
knowing the priorities and preferences of the customers. The hotel should be connected
with the new marketing techniques as to provide better facilities to the guests. The factors
influencing the customer retention develops experience, promoting on right portals.
 High customer footfall- In hospitality industry providing excellent service to the
customer helps in generating the footfall and furnishing positive customer experience.
The interaction and the tracking the customers gives a insights for the facilities that have

to rendered to the customer for valuable use. The footfall of the customers depends on the
quality and services provided on the food. The word of mouth also affects the customer
as it refers to other which ultimately increase the footfall. The services and facilities
should be marketed correctly as by using adequate media marketing for the menu. The
hotels should render the discounts, coupons, free meal in combo with other will attract
the more customer.
 Increased customer satisfaction- It is a psychological concept that includes the feeling
and pleasure of well-being obtained through the product or service. Providing service
quality in the hospitality industry is a key factor for increasing competitive advantage and
confidence of customer. The service quality is based on the three dimensions of
materials, employees, and physical facilities. High customer satisfaction leads to create
high brand loyalty and reputation in the market which leads to high profit. The industry
should understand the requirement of the customers, needs and on basis of that it should
facilities the changes for improving the customer satisfaction. The industry can conduct
satisfaction surveys by asking various question regarding the facilities and services and
their experience.
What are the issues overlooked by hospitality industry for advancing eco-friendly strategies in
business operations
According to Hsiao, Chuang and Huang, (2018), there are various issues faced by
hospitality industry while implementing eco-freindly initiatives such as :
 Change in customer expectations- Due to the change in the technologies customers
expectations are rising as they looks for the friendly, consistent services in the
environment of the hotels. The hotel should adopts the new trends occurring changes.
The modern customers are becoming global travellers which includes corporates, families
and millennials. The expectations includes the connected experience and proactive
services. Demands should be considered of the customers as to meet their expectations.
Customers expects the data of the companies should be at the fingertips due to the online
changing.
 Calamity crisis- The hotel industry has the risk of property being damaged and
economic risk for the tourism sector which affects the productivity. Calamity crisis
includes the environmental factors that can't be controlled. The issues faced by the hotel

industry are change in climatic, scarcity of resources. the calamity occurs in several
forms of earthquake, volcano eruptions, typhoons, floods etc. There is loss of important
documents and delay in deliveries.
 Rising cost of daily consumables- Daily consumables involves the products that are
used by the customers again and again. The issues faced by the industry is high in
operating and labour cost. In maintaining and running the hotel various cost are incurred.
The cost incurred are staff salaries, health premiums. Providing the utilities to the guests,
maintaining the stock of food and beverages, cleaning products, increase in inflation
causes the high price in the foods. The inflation occurs due to the increase in the
consumer demand of the goods and services.

CHAPTER 3: RESEARCH METHODOLOGY
Research Onion
Research methodology is defined as those process which can be used by researcher so
that to analyse and analyse information collected within research in order to draw research
conclusion in significant manner. Under this research onion framework is used and this is
providing appropriate insight as in relation of managing research. This framework is elaborated
as under:
 Research Philosophy: This is regarded as such principles and practices which can be
used in research in order to execute overall research in appropriate manner. Basically
research philosophies are of two types such as Interprivistism and positivism. Under this
research positivism philosophy is used so that to provide statistical knowledge as in
context of research. This is the major aspect under which overall analysis can be
performed within research and at the same time this would lead in developing research
results in appropriate manner as well (Patkar, 2018). The another reason of selecting this
philosophy is that this would be helping researcher to evaluate research topic in
appropriate manner.
 Research Approach: Under this aspect of research onion dimension, research approach
is defined as such manner that it would lead in developing information in appropriate
manner as accordance with research objectives. Research approach is providing such
edge to the business in which prominent research outcomes can be attained due to this
this could be helpful for research to gain such insight. There are two types of research
approaches such as inductive and deductive. Under this research deductive approach is
being followed as this approach is included with several techniques of scientific
investigation. This is helpful for researcher to develop those theories which are aligned
with gaining research outcomes (Hirschhorn, 2019). The main objective of deductive
approach is to evaluate various information so that to attain research outcomes.
 Research Strategy: Research strategy is categorised as those methods which can be used
by researcher within research so that to gain basic understanding regarding research
topic. There are various types of useful research strategy that can be used by researcher in
order to develop objectives within research. Some of them are interviews, surveys and

many more. Under this research survey method is used as this would be assisting the
researcher to develop understanding in respect of research. Survey method will allow the
researcher to attain research objectives. Using information through online sources various
information can be gathered by researcher. Besides this questionnaire would be useful in
collecting appropriate information so that researcher may understand the topic in
significant manner without facing any delays (RGeoffrey, 2019). Thus with the help of
survey meaningful responses can be gathered by researcher so that to meet research
outcomes.
 Research Choice: This is regarded as those methods which are used by researcher in
order to gather data using direct or indirect methods. There are two types of research
choices such as qualitative and quantitative. Under this research quantitative research
choice is used as this is helpful in analysing research topic in such a way that statistical
conclusion can be framed. In the same manner by collecting data through quantitative
method research objectives can be attained through gaining differential insight of
research and developing differential insight over the research. This would be helpful in
gaining such knowledge in relation to the research and its objectives.
 Time Horizon: These are associated with allotted time which is requisite so that to finish
overall research in provided time frame. There are two types of time-horizon such as
longitudinal and cross-sectional which can be used by researcher in order to attain
research objectives in appropriate time frame. Under this research cross-sectional time-
horizon is used which could be helpful for researcher to gain differential insight related to
research and provide direction to research in attaining research objectives as well. On the
other hand cross-sectional time-horizon is associated with using various dimension in
research so that various aspects can be covered in a single time frame.
 Data Collection: Data collection is defined as the method which is used in order to
accumulate data by researcher. This is defined as some important step in which research
objectives can be attained in specific time frame. There are two methods of data
collection such as primary and secondary. Under this research primary and secondary
both of these methods are used. With the help of primary and secondary data collection
method in-depth knowledge regarding research topic in significant manner. In this
manner in terms of primary methods questionnaire will be used by researcher which is

helpful in gaining views of various respondents, whereas in terms of secondary method
books and journals are used by researcher so that to reach out to research objectives.
 Sampling: This is defined as the process which is associated with taking out significant
sample out of overall population so that research can be performed in level best manner
and along with this research objectives can be attained as well. Sampling is regarded as
significant process which is helping researcher to acquire wider insight out of research so
that to grab opinion and view point of various people. Sampling is of two types such as
probabilistic and non-probabilistic sampling (Kesseba, Awolowo and Clark, 2018). In
this research, probabilistic sampling is used in which non-biased information can be
gathered. Sample size is taken as 40 which are employees of Cairn hotel.
Questionnaire
Q1. Do you have understanding in relation to Eco-friendly initiatives?
a) Yes
b) No
Q2. Do you think that Eco-friendly initiatives are helpful for patrons to make decision
regarding selecting hotel?
a) Yes
b) No
Q3. What are the strategies used by hospitality industry for promoting Eco-friendly strategies?
a) Implementing recycling programs
b) Encouraging paperless office working
c) Providing support to green vendors
Q4. Do you think these strategies are helpful in encouraging business functions?
a) Yes
b) No
Q5. What is the linkage between Eco-friendly practices and customer decision making?
a) Higher customer retention
b) Higher customer footfall
c) Increased customer satisfaction
Q6. What are the benefits enjoyed by hospitality business by using Eco-friendly practices?
a) Increased revenue

b) Higher market prominence
c) Enhanced customer loyalty
Q7. Are these benefits help hospitality industry to grow and acquire higher market edge?
a) Yes
b) No
Q8. What are the major issues faced by hospitality industry while advancing Eco-friendly
strategies in business operations?
a) Change in customer expectations
b) Calamity crisis
c) Rising cost of daily consumables
Q9. What are the consequences faced by hospitality industry if these issues are not mitigated.
a) Decreased market goodwill
b) Switching of customers
c) Inefficiency in operational functions
Q10. What are the ways used by hospitality industry for mitigating these issues?
a) Aligning customers needs with expectations
b) Crisis management
c) Appropriate management of working capital

CHAPTER 4: DATA ANALYSIS
Frequency data analysis
Q1. Do you have understanding in relation to Eco-friendly initiatives? Frequency
a) Yes 30
b) No 10
Q2. Do you think that Eco-friendly initiatives are helpful for patrons to make
decision regarding selecting hotel?
Frequency
a) Yes 35
b) No 5
Q3. What are the strategies used by hospitality industry for promoting Eco-
friendly strategies?
Frequency
a) Implementing recycling programs 10
b) Encouraging paperless office working 20
c) Providing support to green vendors 10
Q4. Do you think these strategies are helpful in encouraging business
functions?
Frequency
a) Yes 35
b) No 5
Q5. What is the linkage between Eco-friendly practices and customer decision
making?
Frequency
a) Higher customer retention 10
b) Higher customer footfall 15
c) Increased customer satisfaction 15
Q6. What are the benefits enjoyed by hospitality business by using Eco-
friendly practices?
Frequency

a) Increased revenue 15
b) Higher market prominence 15
c) Enhanced customer loyalty 10
Q7. Are these benefits help hospitality industry to grow and acquire higher
market edge?
Frequency
a) Yes 35
b) No 5
Q8. What are the major issues faced by hospitality industry while advancing
Eco-friendly strategies in business operations?
Frequency
a) Change in customer expectations 12
b) Calamity crisis 18
c) Rising cost of daily consumables 10
Q9. What are the consequences faced by hospitality industry if these issues
are not mitigated.
Frequency
a) Decreased market goodwill 16
b) Switching of customers 14
c) Inefficiency in operational functions 10
Q10. What are the ways used by hospitality industry for mitigating these
issues?
Frequency
a) Aligning customers needs with expectations 15
b) Crisis management 15
c) Appropriate management of working capital 10
Interpretations
Q1. Do you have understanding in relation to Eco-friendly initiatives? Frequency
a) Yes 30

b) No 10
Interpretation: From the above mentioned graph this can be analysed that Eco-friendly
practices are having high degree of existence as in terms of managing business and acquiring
higher satisfaction as well. In this manner out of 40 respondents, 30 have said that they have
understanding in relation to Eco-friendly initiatives. Besides this 10 have said that the do not
have understanding regarding the same concept.
Q2. Do you think that Eco-friendly initiatives are helpful for patrons to make
decision regarding selecting hotel?
Frequency
a) Yes 35
b) No 5
Interpretation: From the above mentioned graph this can be concluded that Eco-friendly are
highly assisting patron to make decisions as in context of selection of some hotel. Out of 40
candidates, 35 have said that these initiatives are helpful for customers to make positive
decisions. Whereas 5 have said that they do not think that these initiatives are aligned with
customer decision making.
Q3. What are the strategies used by hospitality industry for promoting Eco-
friendly strategies?
Frequency
a) Implementing recycling programs 10
b) Encouraging paperless office working 20
c) Providing support to green vendors 10
Interpretation: From the above mentioned graph this can be said that there are various
strategies which are used within hospitality industry in order to promote Eco-friendly strategies.
These are the methods which can be useful in order to attain organisational objectives. Under this
research out of 40 respondents, 10 have said that by implementing recycling program Eco-
friendly initiatives can be promoted whereas 20 said that by encouraging paperless office work
Eco-friendly initiatives can be promoted. At last 10 said that providing support to green vendors

are the best promotional method can be used by hospitality industry for promoting Eco-friendly
initiatives.
Q4. Do you think these strategies are helpful in encouraging business
functions?
Frequency
a) Yes 35
b) No 5
Interpretation: From the above graph this can be said that such strategies could be helpful for
business to gain various business insights. In this manner out of 40 respondents, 35 have said that
these strategies are helpful in encouraging business functions. Besides this 5 have said that these
are not highly helpful in order to gain appropriate business insights.
Q5. What is the linkage between Eco-friendly practices and customer decision
making?
Frequency
a) Higher customer retention 10
b) Higher customer footfall 15
c) Increased customer satisfaction 15
Interpretation: From the above graph this can be summarised that using Eco-friendly practices
may have direct linkage over customer buying decision. In this manner out of 40 respondents, 10
have said that the major link of these practices are associated with gaining higher customer
retention, whereas 15 said that higher customer footfall is the major link which can be attained
by business. At last 15 have said that increased customer satisfaction is the major link which can
be established by using Eco-friendly practices.
Q6. What are the benefits enjoyed by hospitality business by using Eco-
friendly practices?
Frequency
a) Increased revenue 15
b) Higher market prominence 15
c) Enhanced customer loyalty 10

Interpretation: From the above graph this can be concluded that there are numerous benefits
which can be enjoyed by hospitality business by using Eco-friendly practices. In this manner out
of 40 respondents, 15 have said that by using such practices overall revenue of the business get
increased. Besides this 15 said that this will lead in gaining higher market prominence. At last 10
have said that by these practices customer loyalty gets increased.
Q7. Are these benefits help hospitality industry to grow and acquire higher
market edge?
Frequency
a) Yes 35
b) No 5
Interpretation: From the above mentioned graph this can be analysed that these benefits are
helpful for the business to grow and acquire higher market edge. Under this research, out of 40
respondents 35 have said that these benefits are helpful in growth and attaining higher market
edge. Whereas 5 said that these are not providing such benefits in growth and acquiring higher
market growth.
Q8. What are the major issues faced by hospitality industry while advancing
Eco-friendly strategies in business operations?
Frequency
a) Change in customer expectations 12
b) Calamity crisis 18
c) Rising cost of daily consumables 10
Interpretation: From the above mentioned graph this can be analsyed that there are various
issues that can be inhaled by hospitality industry while advancing Eco-friendly strategies. In this
manner out of 40 respondents, 12 have said that change in customer expectations is the major
issue, whereas 18 have said that calamity crisis is the major issue. At last 10 have said that rising
cost of daily consumables are the major issue which is being faced by hospitality industry. This
can be said that these issues are implicating over providing negative impacts to the business.
Q9. What are the consequences faced by hospitality industry if these issues are Frequency

not mitigated.
a) Decreased market goodwill 16
b) Switching of customers 14
c) Inefficiency in operational functions 10
Interpretation: From the above graph this can be said that due to these issues various
consequences are being faced by hospitality industry. These issues are aligned with various
aspects so these may be linked with Customer satisfaction and other constraints. In this manner
out of 40 respondents, 16 have said that these issues will lead in decreasing of market goodwill,
whereas 14 have said that by these issues customer will be switched. At last 10 have said that
these issues lead in developing inefficiency in operational functions.
Q10. What are the ways used by hospitality industry for mitigating these
issues?
Frequency
a) Aligning customers needs with expectations 15
b) Crisis management 15
c) Appropriate management of working capital 10
Interpretation: From the above graph this can be concluded that there are numerous ways that
can be used by hospitality industry so that to mitigate these issues. In this manner out of 40
respondents, 15 have said that by aligning customer needs with their expectations will mitigate
various issues. Besides this 15 have said that crisis management will lead in mitigating issues. At
last by using appropriate management of working capital aspect will lead in mitigating these
issues.

CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion
From the above research report is focused over using information collected through
various sources, methods and processes. Some of these tools are used in order to investigate
primary and secondary sources in order to inhale better understanding related to the topic of
research. In the context of above research using information through literature review importance
and benefits of Eco-friendly initiatives can be examined. Besides this there are numerous
challenges faced by hospitality industry while implicating practices of Eco-friendly initiatives.
As these challenges are leading the bushiness to minimise its coverage. Besides this in terms of
recommendations the major recommendation is associated with dealing along with those
challenges so that to minimise negative impact over the business.

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