Sustainability in the Hospitality industry (Part 2)

This document discusses the concept of sustainability in the hospitality industry, including its benefits, challenges, and trends. It also explores the impact of eco-friendly practices on customer decision-making and provides ways to mitigate sustainable challenges. The data analysis and interpretation are based on a questionnaire survey conducted at Langham Hotel.

Sustainability in the
Hospitality industry (Part 2)

Table of Contents
Data analysis...........................................................................................................................3
Data interpretation..................................................................................................................6
Reflection ............................................................................................................................15
Alternative research methodologies and lessons learnt........................................................16
REFERENCES .............................................................................................................................18

Data analysis
Questionnaire
Q.1. Do you under about the concept of sustainability within hospitality industry?
 Yes
 NO
Q.2. Does sustainability is associated with getting business advantage within hospitality
industry?
 Yes
 No
Q.3. What are the benefits of sustainable practices and eco- friendly initiatives used in
hospitality industries for the environment?
 Reduced water consumption
 Conservation of energy
 Environmental integrity
Q.4. Do Eco-friendly practices adopted by Langham Hotel impact decision making of customer
while selecting a hotel?
 Yes
 No
Q.5. What are the trends of eco- friendly initiatives within hospitality industry?
 Elimination of plastic usefulness
 Creating paperless environment
 Developing of recycling programs
Q.6. What are the benefits of sustainable practices and eco- friendly initiatives within
hospitality industry?
 Enhancing customer satisfaction
 Increasing business profits
 Gaining competitive advantage
Q.7. What are the challenges faced by Langham Hotel while implementing sustainable
practices?

 High cost
 Impact of climate change
 Economic barrier
Q.8. What is the role of customers in maintaining sustainability and eco- friendly practices
within hospitality industry ?
 To prefer hotels with eco- friendly initiatives
 To take action in case of false sustainable claims
 To promote eco-Friendly hotels through word of mouth
Q.9. What are the ways in which sustainable challenges can be mitigated?
 Using sustainable practices as USP
 Disrupt old business model
 Support other sustainable businesses
Q.10. Do you think using sustainable and eco-friendly practices may help Langham Hotel to
accomplish business objectives?
 Yes
 No
Frequency distribution table
Q.1. Do you under about the concept of sustainability within
hospitality industry?
Frequency
 Yes 20
 NO 10
Q.2. Does sustainability is associated with getting business
advantage within hospitality industry?
Frequency
 Yes 25
 No 5
Q.3. What are the benefits of sustainable practices and eco- friendly
initiatives used in hospitality industries for the environment?
Frequency

 Reduced water consumption 10
 Conservation of energy 10
 Environmental integrity 10
Q.4. Do Eco-friendly practices adopted by Langham Hotel impact
decision making of customer while selecting a hotel?
Frequency
 Yes 30
 No 0
Q.5. What are the trends of eco- friendly initiatives within
hospitality industry?
Frequency
 Elimination of plastic usefulness 12
 Creating paperless environment 8
 Developing of recycling program 10
Q.6. What are the benefits of sustainable practices and eco- friendly
initiatives within hospitality industry?
Frequency
 Enhancing customer satisfaction 20
 Increasing business profits 5
 Gaining competitive advantage 5
Q.7. What are the challenges faced by Langham Hotel while
implementing sustainable practices?
Frequency
 High cost 20
 Impact of climate change 5
 Economic barrier 5
Q.8. What is the role of customers in maintaining sustainability and
eco- friendly practices within hospitality industry ?
Frequency
 To prefer hotels with eco- friendly initiatives 10
 To take action in case of false sustainable claims 10

 To promote eco-Friendly hotels through word of mouth 10
Q.9. What are the ways in which sustainable challenges can be
mitigated?
Frequency
 Using sustainable practices as USP 20
 Disrupt old business model 6
 Support other sustainable businesses 4
Q.10. Do you think using sustainable and eco-friendly practices may
help Langham Hotel to accomplish business objectives?
Frequency
 Yes 28
 No 2
Data interpretation
Question 1: Concept of sustainability within hospitality industry
Q.1. Do you under about the concept of sustainability within
hospitality industry?
Frequency
 Yes 20
 NO 10

Yes NO
0
2
4
6
8
10
12
14
16
18
20
20
10
Frequency
Interpretation: From the above mentioned graph this can be concluded that sustainability is one
of the major concept initiated within hospitality business and the same is highlighted in order to
get market growth and prominence. Out of 30 respondents, 20 are aware regarding the concept of
sustainability within hospitality industry. Besides this remaining 10 are not aware regarding
sustainability concept. This way it is clear that in current time sustainability is defined as the
vital initiative which can be adopted by hospitality industry in order to align their aims and
objectives with environmental workings. This will help a business to grow and sustain in proper
manner that could be helpful in meeting primal business objectives.
Question 2: Sustainability is associated with getting business advantage within hospitality
industry
Q.2. Does sustainability is associated with getting business
advantage within hospitality industry?
Frequency
 Yes 25
 No 5

Yes No
0
5
10
15
20
25
25
5
Frequency
Interpretation: From the above graph this can be concluded that sustainability is providing
major impact to the business in terms of revenue and proper market growth. With the help of
sustainable practices a business can flourish and grow in a very short span of time. Out of 30
respondents 25 are having opinion that sustainability is directly linked with business success and
remaining 5 are having opinion that sustainability is not linked with business growth. In this way
this is advised to all hospitality organisation that they use sustainable practices so that they can
inhale so that appropriate success opportunities can be acquired.
Question 3: Benefits of sustainable practices and eco- friendly initiatives used in hospitality
industries for the environment
Q.3. What are the benefits of sustainable practices and eco- friendly
initiatives used in hospitality industries for the environment?
Frequency
 Reduced water consumption 10
 Conservation of energy 10
 Environmental integrity 10

Reduced water consumption
Conservation of energy
Environmental integrity
0
1
2
3
4
5
6
7
8
9
10
10 10 10
Frequency
Interpretation: From the above discussion this can be concluded that by using sustainable and
eco-friendly practices within hospitality industry various benefits can be given to environment
due to which negative impact over environment can be minimised. This will lead the
environment to sustain and get long term benefits as well. Out of 30 respondents 10 is having
perception that major impact of sustainability over environment is drawn in terms of reduced
water consumption. Another 10 is having opinion that by using sustainable practices energy can
be conserved and direct positive impact can be rendered over environment. At last remaining 10
are having view that using sustainable practices will lead to develop environmental integrity.
Question 4: Impact over decision making of customer while selecting a hotel?
Q.4. Do Eco-friendly practices adopted by Langham Hotel impact
decision making of customer while selecting a hotel?
Frequency
 Yes 30
 No 0

Yes No
0
5
10
15
20
25
30
30
0
Frequency
Interpretation: From the above demonstrated graph this can be concluded that adoption of eco-
friendly practices are having direct impact towards decision making of a customers. As in current
time customers are inclined towards those hotels which are using sustainable practices due to the
reason of attachment towards environment. In this manner various obligations are being
performed by businesses in order to intake sustainable and eco-friendly practices. 30 out of 30
respondents gave opinion that eco-friendly practices are having direct impact over decision
making of their customers.
Question 5: Trends of eco- friendly initiatives within hospitality industry
Q.5. What are the trends of eco- friendly initiatives within
hospitality industry?
Frequency
 Elimination of plastic usefulness 12
 Creating paperless environment 8
 Developing of recycling program 10

Elimination of plastic usefulness
Creating paperless environment
Developing of recycling program
0
2
4
6
8
10
12
12
8
10
Frequency
Interpretation: From the above graph this can be concluded that there are numerous trends
existed within market which are being followed by businesses working in hospitality industry.
These initiative will help the organisation to acquire higher benefits in terms of profits and
customer satisfaction as in every business these initiatives are undertaken in order to attain
business objectives. Out of 30 respondents 12 are having perception that by eliminating use of
plastic will lead the business to gain higher insight in terms of profits. On the other hand 8 are
having opinion that by creating paperless environment sustainability can be promoted within an
organisation. At last remaining 10 are having perception that by developing recycling program
sustainability can be enhanced and undertaken in successful manner.
Question 6: Benefits of sustainable practices and eco- friendly initiatives within hospitality
industry
Q.6. What are the benefits of sustainable practices and eco- friendly
initiatives within hospitality industry?
Frequency
 Enhancing customer satisfaction 20
 Increasing business profits 5
 Gaining competitive advantage 5

Enhancing customer satisfaction
Increasing business profits
Gaining competitive advantage
0
2
4
6
8
10
12
14
16
18
20
20
5 5
Frequency
Interpretation: From the above graph this can be concluded that there are major benefits which
can be attained by hospitality businesses when they opt for sustainable and eco-friendly practices
within business. This will lead the business to grow and get market prominence in short span of
time due to which they can lead market and accomplish business objectives as well. Out of 30
respondents 20 said that by using sustainable and eco-friendly practices high customer
satisfaction can be rendered which is helpful for the business to grow and sustain. Besides this 5
said that these practices will help the business to increase their profit and understand market
inclination. At last remaining 5 said that these practices are helpful for the business to gain
competitive advantage by which business can earn long term market survival.
Question 7: Challenges faced by Langham Hotel while implementing sustainable practices
Q.7. What are the challenges faced by Langham Hotel while
implementing sustainable practices?
Frequency
 High cost 20
 Impact of climate change 5
 Economic barrier 5

High cost
Impact of climate change
Economic barrier
0
2
4
6
8
10
12
14
16
18
20
20
5 5
Frequency
Interpretation: From the above graph this can be summarised that there are various barriers
which are faced by Langham Hotel while implementing sustainable practices in their business
operations and these will create barrier in attaining goals related to sustainability. In this manner
out of 30 respondents 20 have analysed that these practices are high in cost due to which not easy
for businesses to implement the same. On the other side 5 are having opinion that the major
challenge is fluctuation within climate due to this reason practices will required to be changed in
timely manner and create difficulties in management. At last 5 are having opinion that economic
barrier is the major challenge which is faced by a business while implementing sustainable
practices.
Question 8: Role of customers in maintaining sustainability and eco- friendly practices
within hospitality industry
Q.8. What is the role of customers in maintaining sustainability and
eco- friendly practices within hospitality industry ?
Frequency
 To prefer hotels with eco- friendly initiatives 10
 To take action in case of false sustainable claims 10
 To promote eco-Friendly hotels through word of mouth 10

To prefer hotels with eco- friendly initiatives
To promote eco-Friendly hotels through word of mouth
0
1
2
3
4
5
6
7
8
9
10
10 10 10
Frequency
Interpretation: From the above graph this can be concluded that customer are also having a
significant role in lieu of adoption of sustainable or eco-friendly practices within business. By
executing this role assistance can be given to businesses in eliminating barriers. Out of 30
respondents 10 are associated with the perception that role of customer is that they can prefer
those hotels which are adopting sustainable and eco-friendly practices within business. On the
other hand 10 said that by promoting eco-friendly hotels role of customers can be executed. At
last 10 said that by taking strict actions for hotels making false statements in order to deal with
sustainability.
Question 9: Ways in which sustainable challenges can be mitigated
Q.9. What are the ways in which sustainable challenges can be
mitigated?
Frequency
 Using sustainable practices as USP 20
 Disrupt old business model 6
 Support other sustainable businesses 4

Using sustainable practices as USP
Support other sustainable businesses
0
2
4
6
8
10
12
14
16
18
20
20
6
4
Frequency
Interpretation: From the above graph this can be concluded that in order to mitigate challenges
faced with sustainable practices various initiatives are undertaken by businesses and the same
will be helpful to deal with barrier. Out of 30 respondents 20 are having opinion that businesses
should use sustainable practices as their USP which could be helpful in providing benefits to the
business. On the other hand 4 said that sustainable businesses are to supported by another
businesses and rest 6 said that disrupt business practices are to be laid off.
Question 10: Sustainable and eco-friendly practices may help Langham Hotel to accomplish
business objectives
Q.10. Do you think using sustainable and eco-friendly practices may
help Langham Hotel to accomplish business objectives?
Frequency
 Yes 28
 No 2

Yes No
0
5
10
15
20
25
30 28
2
Frequency
Interpretation: From the above mentioned graph this can be concluded that out of 30
respondents 28 said that sustainable and eco-friendly can be helpful for Langham Hotel to attain
their business objectives and rest 2 are negative over this statement.
Reflection
By undergoing this research, I feel glad and happy that I got this opportunity to conduct
the research on this trending topic. During the research, I got to know the importance of
sustainability in the business and how it helps the organisation to grow and foster in this
environment friendly era. This research have opened my space to conduct more research in
future as I learned the techniques of conducting efficient research while undergoing this project.
For conducting the research, I choose primary research method to collect the data so that I can
get first hand information which helped in achieving the research objectives effectively. The
research objectives were achieved efficiently as I have chosen questionnaire as the method of
data collection where quantified data was collected which helped me in gathering the relevant
and valid data direct from the respondents. This method helped me to gather information from
large audience in short span of time as I used mailed questionnaire which is quick and easy. As
the company is aiming to bring sustainability in the business and is planning to bring eco friendly
services, this will help the company to enhance its goodwill in the market and attract more
customers. When the research was going on, I got the opportunity to use my communication skill

which also improved during the process and also I acquired problem solving skills as I faced
many hurdles while completing this research project. During the research, I faced many risk and
challenges like fear to complete the research within time frame, protecting the privacy of the
employee data and many other. These challenges were successful overcome by me by using my
skills and knowledge which also contributed in achieving the research objectives successfully.
The time barrier challenge was overcome by me by breaking my activities into different time
frames which helped in completing each activity within given time. The problem of protecting
the privacy of the employees was overcome by me by using the confidential policy where I made
clear to the organisation that I will not share the response of the employees with the
management. Hence, the overall experience to conduct this research have not only helped me in
my learning but also helped the company to bring sustainability in business as the research aims
and objectives were achieved successfully.
Alternative research methodologies and lessons learnt
While undergoing this research, questionnaire was used to gather the first hand
information directly from the respondent. This is the primary source of collecting the data as it
helped me in collecting the quantitative data in short span of time from large audience. Apart
from questionnaire, the researcher can use interview as the method of collecting the primary data
directly from the respondent. Interview is more subjective in nature while questionnaire is
objective in nature which narrow down the opinion of the respondent while interviews helps in
gathering more information. Secondly, the interview consists of the open ended questions which
gives freedom to the respondent to express their views and opinions while questionnaire consists
mainly of the closed ended questions which narrow down the response of the respondents. So
researcher may get to know the personal experiences of the respondent which will help in giving
more practical recommendations to the company.
Thirdly, interview is the formal conversation where the interviewer and respondent
participate in the question answer session and gather analytical information. The chances of non
response is very low as there is face to face conversation between them while in questionnaire,
the chances of non response is high as the researcher does not know about the identity of the
respondent and they are free to leave any question without responding as there is no personal
interaction. Fourthly, interview allows collecting non verbal data which cannot be achieved
through questionnaire as it allows collecting verbal information through written questions.

Fifthly, When the interview is opted for collecting any data from primary source, it opens
the space of the researcher to collect in depth information so that clarity is gained and the
research objectives are achieved more efficiently and effective solutions can be drawn on the
basis of it. Although questionnaire helps in collecting data from large audience but interview
helps in gathering data from small population but the information which is collected is more
accurate and relevant which will help researcher in analysing accurately and effectively. Sixthly,
The respondent understands the questions more clearly in interview as they can clear their doubts
during interview but this clarity is lost in questionnaire which may increase chances of
collecting irrelevant or non accurate information. This may result in non achievement of research
objectives but in case of interview, the clear, relevant and accurate information is collected
which adds value in achieving the research objectives more efficiently.
Interview is a viable choice for the researcher to study the people in the sensitive subject
matter which is not appropriate in case of questionnaire as when the researcher opts
questionnaire for sensitive subject, it faces many limitations such as non response from people,
irrelevant data collection and many other which is eliminated by the researcher by conducting the
interview as it lowers the anxiety level of the subject. Interview may have limited respondents
but there responses are equivalent to large population as they helps in gathering the relevant,
precise and clear information where the researcher can feel the emotions behind the response due
to personal contact which is missing in questionnaire which leads in drawing valid and helpful
conclusions which is missing in questionnaires. So opting for interview in place of interview
may have helped the researcher in drawing meaningful conclusions.

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