Role of Eco-Friendly Initiatives on Consumer Decision Making in Hotel Selection

HND Hospitality Management Research
Research Proposal Form
Section One
Research Title(in form of a question)
Topic: What possible role is played by eco-friendly initiatives, strategies and policies on consumer
decision making in selecting a hotel?
Research Aim(e.g., what do you wish to achieve? What do you want to learn to do? What do you want
to find out?)
The aim of this research is:
“To evaluate about the concept of sustainability in hospitality industry along with analysing the role of
eco-friendly initiatives, strategies and policies have upon consumer decision making in selecting a hotel”.
A case study on Holiday inn.
Research Objectives(a number of steps that address HOW the research aim will be achieved)
Following Research objectives are set out for current investigation to achieve the above stated aim :
 To evaluate about the concept of sustainability in hospitality industry along with
analysing its needs and importance.
 To determine the role played by eco-friendly initiatives, strategies and policies on
consumer decision making in selecting a hotel.
 To make valid recommendation for Holiday Inn to have improved sustainable and
eco-friendly practice to support enhanced productivity and success.
Research Questions(questions should be focused, researchable, feasible to answer, specific to find
results, complex, and relevant to the objective and your field of study)
Main question:
 What possible role is played by eco-friendly initiatives, strategies and policies on
consumer decision making in selecting a hotel?
Subsidiary Research questions
 What is meant by the concept of sustainability in hospitality industry and which can
be the valid recommendation for Holiday Inn to have improved sustainable and eco-

HND Hospitality Management Research Project
friendly practice to support enhanced productivity and success?
Research Rationale/Significance (valid arguments/reason for choosing the research topic)
The selection of current research topic is rationale as sustainability and other eco-friendly practices
has become vital and important for all business organisation as it facilitates meeting of current needs
without compromising the ability and needs of future generations. Further, the opinion and
perceptive of customers has also changes and has emphasizing more on conservation and prevention
of natural resource and setting a balance between social and economic resources has also become
more vital and significant. Thus, implication of sustainability and eco-friendly practices has become
crucial therefore leading out current investigation is rationale and vital to analysis the role of
sustainable practices and eco-friendly initiatives on decision making of customers. Further, selection
of current research topic also seemed significant and rationale from personal view point of
researcher as it met personal and academic purpose along with ensuring and leading out
improvement in profession skills and other interpersonal competencies.
Section Two
Brief Literature Review on the chosen topic (critical review of the relevant literature that showcase
understanding, interpretation, analysis, clarity of thought, synthesis, and development of argument on the
research topic; and identifies a gap that the research will attempt to address )
To evaluate about the concept of sustainability in hospitality industry along with analysing its needs and
importance.
With respect to the information provided by the Jeon, H.J. and Gleiberman, A., 2017, it has been analysed
that the concept of sustainability within hospitality industry is mainly related with the meeting the needs of
current without creating any threat and harm to environment in order to meet needs of future in a vital
manner. Further, an analysis can be made that the concept of sustainability is vital and important for
hospitality industry as it ensure an improved natural eco-system and cost efficient operations along with
meting needs of society and legal framework, which ensure improved business performance and brand
image.
To determine the role played by eco-friendly initiatives, strategies and policies on consumer decision
making in selecting a hotel.
According to the view point of Kauko, T., 2019, a direct role is played by eco-friendly initiatives, strategies
and policies on consumer decision making in selecting a hotel as it makes a organisation more socially
accountable which plays vital role in improving business reputation thus, attract larger number of
customers. Apart from this, it has also observed that the view point of consumers are also changing and
they seemed more in support of use of natural and eco-friendly prcatises thus, a vital role is played by eco-
friendly initiatives, strategies and policies on consumer decision making in selecting a hotel..
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HND Hospitality Management Research Project
To make valid recommendation for Holiday Inn to have improved sustainable and eco-friendly practice to
support enhanced productivity and success.
According to the information provided by Kim, S. and Chiang, B.G., 2017, it has been analysed that
implication of 3R i.e reuse, reduce and recycle along with forming an sustainability committee are valid
recommendation for Holiday Inn to have improved sustainable and eco-friendly practice to support
enhanced productivity and success. Proper management of waste is also a valid recommendation for Holiday
Inn to have improved sustainable and eco-friendly practice to support enhanced productivity and success.
References
Hinkes, C. and Schulze-Ehlers, B., 2018. Consumer attitudes and preferences towards pangasius and
tilapia: The role of sustainability certification and the country of origin. Appetite, 127, pp.171-
181.
Jeon, H.J. and Gleiberman, A., 2017. Examining the role of sustainability and green strategies in
channels: Evidence from the franchise industry. Journal of Marketing Theory and Practice, 25(2),
pp.189-199.
Kauko, T., 2019. Innovation in urban real estate: the role of sustainability. Property Management.
Kim, S. and Chiang, B.G., 2017. The role of sustainability practices in international port operations.
Journal of Korea Trade.
Niaki, M.K., Torabi, S.A. and Nonino, F., 2019. Why manufacturers adopt additive manufacturing
technologies: The role of sustainability. Journal of cleaner production, 222, pp.381-392
Section Three
Research Methodology (Approach, Design, Data collection and analysis technique, etc.)
This forms a vital part of a research proposal which provides justification and discussion
about proposed research method which are used and applied by an investigator to carry out a
study in efficient manner.
Research philosophy: There are four main types of research philosophies which consists of
positivism, interpretivisim, realism and pragmatism philosophy out of which use of interpretivisim
philosophy is proposed for current investigation. The justification behind making use of
interpretivisim philosophy is based on the fact that it facilitates and ensures detailed and in-depth
way of investigation to meet set objectives in a better manner.
Research approach: Use of inductive approach is seemed more appropriate and justifiable for
current investigation as it ensures better support for the interpretivisim philosophy and also leads to
better testing as well as effective scanning of theoretical facts to meet set objectives in an efficient
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