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

This research proposal explores the role played by eco-friendly initiatives, strategies, and policies on consumer decision making in selecting a hotel. It focuses on the concept of sustainability in the hospitality industry and the impact of eco-friendly initiatives on consumer perceptions. The study aims to evaluate the importance of sustainability, analyze the role of eco-friendly initiatives, and provide recommendations for improving sustainable and eco-friendly practices in hotels. The research is conducted as a case study on Holiday Inn.

Research proposal

TABLE OF CONTENTS
Title page.........................................................................................................................................3
CHAPTER 1....................................................................................................................................4
Introduction..................................................................................................................................4
Research Objectives.......................................................................................................................4
Research Questions........................................................................................................................4
Research Rationale/Significance...................................................................................................5
CHAPTER 2....................................................................................................................................6
Literature review..........................................................................................................................6
To evaluate concept of sustainability in hospitality industry along with analysing its needs
and importance...........................................................................................................................6
Role played by eco-friendly initiatives Strategies and policies on consumer decision making. .6
CHAPTER 3....................................................................................................................................9
Research methodology.................................................................................................................9
Data analysis..............................................................................................................................11
The importance of sustainability in the hospitality industry.....................................................11
The role of eco-friendly and policies on consumer in decision making in selecting the hotels.
...................................................................................................................................................12
Recommendation for improving the sustainability and eco-friendly systems in the hotels......12
CHAPTER 4..................................................................................................................................13
CONCLUSION..........................................................................................................................13
CHAPTER 5..................................................................................................................................14
Recommendations......................................................................................................................14
CHAPTER 6..................................................................................................................................15
Reflection:..................................................................................................................................15
REFERENCES................................................................................................................................1

Title page
Topic: What possible role is played by eco-friendly initiatives, strategies & policies on
consumer decision making in selecting a hotel?

CHAPTER 1
Introduction
Eco friendly initiative of hotel shows that hotels are using renewable energy and various organic
shops and other amenities to protect the environment (Kim and et.al 2019). Eco friendly means
hotel industry is concerned about the protection of environment therefore they are using different
sources in the hotel so that it does not harm the environment. What is a using various eco
friendly Strategies and policies which has also impacting the consumer decision making on the
selection of hotels. Nowadays customers are more concerned for the protection of environment
and they want to stay in such hotels who are working for the protection of environment. This
report focuses on Holiday Inn. Holiday Inn is a subsidiary of Intercontinental Hotel groups and
providing their services and many countries. Is hotel is working for the protection of
environment and this is a integral part of this hotel. This report focuses on providing detailed
information about the concept of sustainability in the hotel industry and also the impact of eco
friendly initiative of the hotel on the consumer and their decisions. This report also speaks about
the needs and perception of customers towards eco friendly hotels.
Research Aim “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
 To evaluate about sustainability in hospitality industry along with analysing the
requirement and importance.
 To determine 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
 What possible role 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-friendly
practice to support enhanced productivity and success?
Research Rationale/Significance
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 present research
topic also seemed significant and rationale from the point of view of of researcher as it met
personal and academic purpose along with ensuring and leading out improvement in
profession skills and other interpersonal competencies.

CHAPTER 2
Literature review
To evaluate concept of sustainability in hospitality industry along with analysing its needs
and importance.
Hospitality industry provides services to the customers the main motive is to make their
customers happy and satisfied then only Hotel can sustain in the market. To sustain in the market
hospitality industry is focusing on eco friendly initiative apart from these they are working on
making different strategies for the protection of environment. For the protection of environment
hotels are working on green and transparent environment. AccordingtoÖzdemir and et.al2018.
To protect the environment and to attract more customers on hotel industry is focusing on using
renewable energy apart from this they are working to protect electricity as well. For making
strategies about the eco friendly environment hotel industry is creating green team and their
Hotel whose main responsibility is to make green strategies for the hotel and which help the
hotel to long-term gain apart from this the green team make strategies to attract customers by
letting them know that this hotel is focusing on the environment and its protection. However
Aksu and et.al 2021states that many hotels are using remote check in and check out and they are
promoting customers to use keyless entry and do not use plastic keys cards so that it will reduce
the uses of paper and it will help the environment as well. On the other handNam and
et.al2020states that hotel industry is the one who is harming the environment the most by cutting
trees and to attract the customer they are causing damage to the environment. So whatever is a
strategy are being made by hotel they just want to draw the attention of customers and travellers
because the main motive of hotel industry is to earn profit. They are just working for
environment to gain competitive edge and also they want to enhance their reputation in the
market.
Role played by eco-friendly initiatives Strategies and policies on consumer decision making
As per the author eco friendly initiatives and strategies of hotels are impacting the customer
decision making. As customers are giving more importance to such hotels who are using eco-
friendly strategies rather than those who are not working for the protection of environment.
Hotels are making Strategies for saving water with the help of towel different sheet reuse

policies which is impacting the decision making of consumers and therefore their using such
hotels who is working for water saving apart from this many hotels are working to save energy
with the implementation of sensors and they are replacing air conditioners and using such air
conditioners and other equipments who is eco friendly. HoweverTom and et.al2019states that
many hotels are running various Environmental education programs to educate their customers
how to use different eco friendly equipments in the hotel so that they can also save energy and
water and support the hotel for using eco friendly and green practices. On the flip side Horng and
et.al 2017states that eco-friendly initiative of hotels are not impacting the customer decision
because when the hotel gives is renewable energy and different equipments so the coast will also
increase and customer have to pay more cost for staying in the hotel. Therefore some customers
do not preferred to stay in such hotels who is working for eco friendly environment as it becomes
very expensive for them. But arguing with this Han and et.al 201said that some hotels are not
charging higher cost for their eco friendly strategies. Because customer is the king for hotels and
Hotel not want to lose their customer base therefore they are charging minimum amount of Eco
Friendly equipments which can easily be paid by customers. So eco friendly initiative of Hotel is
working in the favour of hotels at it is helping environment as well. Apart from this according to
Zolfani and et.al2018guest satisfaction is the key of every hotel. Therefore they do not want to
compromise with the customer satisfaction level and therefore hotels are continuously working
on green needs and expectations of the customer and they are continuously working on that,
apart from these hotels not want to take my charges from customers for their green objective.
To make valid recommendation for Holiday Inn to have improved sustainable and eco-
friendly practice to support enhanced productivity and success.
According toHan and et.al 2019 Holiday Inn must use eco friendly practices in initiatives use
reuse reduce and recycle policy to attract new customers and travellers. When Holiday Inn will
gives these strategies it will draw the attention of customers as people are more concerned about
the protection of environment and therefore they are using such what else who is working for the
environment. Therefore Holiday inn working for waste management and recycling of products.
Holiday inn is continuously informing employees about the recycling procedure so that they can
also help the hotel to recycle the waste. Apart from this management of Hotel is continuously
working to monitor the procedure of recycling. However Guix and at.al 2019states that Hotel
must focus on recycling of different food services and must use chargeable soap so that customer

can reuse the soaps. Apart from this hotel Holiday Inn working to use renewable energy so that it
can provide better services to the customers and without charging more money from them.
According toMucharreira and et.al 2019it has been recommended to hotel Holiday in that the
most used eco friendly initiative so that they can get more customers and enhance the market
share as well. Now the customer is concerned about environment and also they want something
you to implement and if this hotel will provide Different techniques and tools to the customer
then the customer base of this hotel will also increase.

CHAPTER 3
Research methodology
Research philosophy :
Research philosophy is mainly divided into four parts Interpretivism, Positivism, realism
and pragmatism. Interpretivism is that research of philosophy which consists of various social
consideration which is used for interpretation of observation. Therefore, with the help of this
study social issues can be very accurately found and understood. This research is said to be very
suitable for very qualitative research (Brister and Frodeman, 2020). Positivism is that research
philosophy which has a very quantitative method for observation of wide range, which helps in
discovery of the social trends and concepts except for focusing on some specified individuals.
Realism research philosophy depends on the belief of independence in human mind about reality.
That is why this philosophy is based on assumptions, information of which is developed from
scientific approach. Thus, this direct realism through personal human senses are done for
portraying the world. Pragmatism research is a mixture of methods for research. This keeps aside
the contentious issues of truth and reality. The focus of this approach is always what works for
the research without questioning its investigation. In this project Interpretivism philosophy has
been utilized because with the help of this in-depth investigation objectives are met in this
project.
Research approach :
The research methodology is the analysation of theoretical orientation with the help of
data provided. There are two types of research approaches, inductive and deductive. Inductive
approach is that type of approach which generates new theories for the emerging data for and
individual. This approach is based on the instances of the individual (Haruna and et.al., 2017).
Deductive approach does not support divergent thinking and therefore in this approach the
creativity is very limited. This types of research are said to be associated with the scientific
investigation of a study. This type of study includes going through existing theories and
phenomenon for giving a conclusive result of the study. In this study the inductive approach was
used as it is more accurate and justified for the investigations. This is used because it helps in
testing the effectiveness of the theoretical facts in a better way and meeting the objectives which

are set for efficient and effective manner. Inductive approach also supports the Interpretivism
philosophy ensuring even more accurate investigation.
Research design :
This has been defined as the outline of conducting the entire research, it is also called the
road map to research. Some key research design approaches are, casual, exploratory and
descriptive. Descriptive approach to research design is utilized for exploration of relationships
between behaviour of an individual and variables of research (Alavl and et.al., 2018).
Exploratory approach is which instead of collecting statistical data gives emphasis on
discovering of new insights. Causal approach is which researches explanation of cause and effect
on relationship between different research variables. This research has used the descriptive from
of research design.
Research method :
Research method is the method of collection of data which facilitates the framework with
designing of investigation for a study. There are two types of research methods, qualitative
method and quantitative method. In this study the qualitative research method has been used.
This is because this way of collection of data is proved to be more successful and efficient in the
investigations of this project. This method helps in better collection of data and in-depth way
analysation of theories.
Data gathering and analysis :
Access to accurate and reliable data gathering is one of the most important step in
conduction to a capable and successful research. Data gathering analysis is of two types, primary
and secondary. Primary data, primary data is the collection of original without any reference to
any existing or secondary source (Nazib and Moh, 2021). Therefore, it becomes a very reliable
and authentic for addressing any sort of issues in the research. The gathering of these types of
data is made by conducting research of the market with the help of proper surveys, interviews
and questionnaires. The benefit of utilization of primary data is that it is said to be more accurate
and precise meeting the needs of the collector. Qualitative analysis method which is used for this
scenario as it provides more success and efficiency in the investigation of the project. However,
this type of data takes significant amount of time and finance to be collected. Secondary data is
the data which is publicly available and can be easily available. This type of data can fail the

expectations and objectives of the research but if utilized properly can be easy source of data.
For this study secondary source of data has been gathered and utilized.
Data analysis
Data analysis is the process of transforming and modelling data while through that helps in
achieving the goals and objectives. It is particular the process of recovering the data along with
this also help for analysis the business statistical data. The main aim for knowing the importance
of sustainability along with the role played for eco-friendly and policies on consumer decision
making. Finally, recommendation for improving the substantiality and eco-friendly system in the
hotels.
The importance of sustainability in the hospitality industry.
As per the analysed it has been seemed that substantiality plays the important role in the
hotels while through which they can make their high range of customer. Cost is consistently
driving element and diminishing working expenses gives a convincing motivation to hoteliers.
Cost decrease and effectiveness methodologies can be accomplished by putting resources into
better operational strategies and arising natural advances (Stottler,2018). Numerous hoteliers
presently utilize an assortment of procedures to decrease, reuse, and reuse squander. Other
arising territories incorporate manageable obtainment, indoor natural quality and their staff
members. A more noteworthy number of hoteliers comprehend that interests in ecological
innovation can have an immediate positive effect on visitor experience. Where everything
becomes real, that may be the thing that visitor thinks and feels about their lodging experience.
Most significant in brands have consolidated some degree of supportability stage into their
image definition. A few brands have been repositioned to oblige more youthful age of more
ecologically and socially dynamic clients. However, organizations truly need to set their
strategies in motion. The brand image must be important through which the organization can
easily have their more customer along with this they can easily work over their hotel’s profits
(Tiagoand et. al., 2021). Hence, this might be the important thing for keeping the goals and
objective to be the important while through the hotels can make sure about their strategies which
seems to be essential. The public authority has established an assortment of financial motivating
forces to empower the improvement of ecological retrofits and the development of green
structures. These advantages incorporate tax benefits, monetary awards, protection premium
limits, and sped up administrative allowing. Preparing is a basic piece of any maintainability

endeavours, on the grounds that by the day's end, it'sshould establish the strategies. Urge
housekeeping to discard junk in the correct containers.
The role of eco-friendly and policies on consumer in decision making in selecting the hotels.
The eco-friendly plays the vital role in the hotel from which they can make sure about
their development and also take help in making the growth. This might be analysed in secondary
research for which the hotels play their important in making their products and services for
which they can have their developed. This might be also helpful for having the better growth and
also have the customer policies in making their decision power to be strong. As per author also
viewed that customer can make their more attraction towards their hotel while by knowing about
the eco-friendly products for which they can have their large number of customers (Fredericks,
2020). As the hotel can also have their customer through which they required to prepare the
strategies and make the rules towards the products and services. Consumer can easily make their
decision through having the better products and services along with this also using the better
future aspects in their business.
Recommendation for improving the sustainability and eco-friendly systems in the hotels.
As per the above discussion this could be keep the systems for having the high impact
over the business. While through which they can make their customer for working and taking the
proper decision. It would be critical initial step regardless whether lodging just quit serving
hamburger for meeting buffet as these occasions are for the most part a wellspring of tremendous
waste. With respect to hamburger that stays on the menu, select meat from nearby, natural or free
roaming groups. Cooking utilizing neighbourhood, in-season, natural fixings or that of
supportable horticulture is additionally gigantic advance (Thielin, 2020). An ever-increasing
number of objections are creating nearby gathering buying constructions to help experts make
the change. These both utilized by mass-catering organizations like schools and medical clinics
as well as conventional cafés. In all honesty there anything butcolossal selection of answers for
downtown inns, then again, actually of setting bee colonies on the rooftop. Be careful there has
been negative analysis seeing bumble bees as they can rapidly assume control over the living
space of the couple of staying wild honey bees.

CHAPTER 4
CONCLUSION
From the above it had been concluded that eco-friendly plays the important while through which
it come to know about the environment for which the business can make their products and
services. Hence, this might be powerful for having the better future aspects while through the
business can easily make sure about their customer while by having the eco-friendly products
and services. The research has done by using the secondary research for which the research can
be relevant in having the proper sources of information. As the hospitality industry have their
major role for which that could help their customer for having the better future growth while by
using the eco-friendly products from which that could be easier for them in keeping their
customer to more attractive. The sustainability role and their importance in the industry also the
important while through which that help the customer in taking decisions. In addition, eco-
friendly make sure about the hotels for keeping their enhance in which they can easily make sure
about their success for which they have the more customer. The hospitality industry can easily
take their strategies while through which they can have their improving facility from the
customer side and also have the customer for which they have their products and services with
better quality.

CHAPTER 5
Recommendations
From the above research about the decision-making of consumer in a hospitality industry
certain recommendation can be made for improving the achievements of the hotel. For
maintaining sustainability in the hotel it should analyse the role eco-friendly strategy, policy and
initiative plays. For maintaining eco-friendliness in the hotels, it should focus on conservation
and prevention of effects on the natural resources. By setting the correct balance between the
social and economic resources customers can be influenced for changing their perspective about
the hotel. It is important for the hospitality industry to look after the weakness which are
discussed. By improving on the weaknesses and the gaps the hotel will be successful. This will
improve sustainability and eco-friendly practice in the Holiday Inn will increase the productivity
and success. For further development in eco-friendly practices the hotel should also plan its
proper waste management which will also have a positive impact on the Holiday Inn.

CHAPTER 6
Reflection:
For the evaluation about the concept of sustainability in hospitality industry from the help
of this project I have understood that initiatives to eco-friendliness, policies and strategies play a
very important role in influencing the decisions of a consumer. I have notices that in this project
Holiday Inn learns the importance and needs of sustainability in its hospitality business (Rogel,
2018). From my observation this project helps in determination of the strategies and policies for
transforming the Holiday Inn into an eco-friendly hotel. It can be observed by me in this project
that it helps in improving the sustainability and eco-friendly practices in Holiday Inn with the
help of proper recommendations.

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