Role of Sustainability in influencing consumer decision-making within the Hospitality Industry

This research project explores the role of sustainability in influencing consumer decision-making within the Hospitality Industry, with a focus on Marriott International Hotel. It examines the need and importance of sustainability, the role of eco-friendly initiatives, and effective practices for Marriott International Hotel. The research methodology includes a survey and data analysis. The study aims to provide insights into how sustainability can impact consumer choices in the hospitality sector.

Research proposal

Table of Contents
Research Topic: Role of Sustainability in influencing consumer decision-making within the
Hospitality Industry. A research project on Marriott International Hotel.......................................1
Introduction......................................................................................................................................1
Background for the project.....................................................................................................1
Aim and objective...................................................................................................................1
Rationale for research.............................................................................................................1
Research questions.................................................................................................................2
Literature Review.............................................................................................................................2
To review about the need and importance of concept of Sustainability within the Hospitality
Industry...................................................................................................................................2
To determine the role of Sustainability and eco-friendly initiatives in influencing the
consumer decision-making within the Hospitality Industry...................................................3
To review about some more effective eco-friendly practises and initiatives for Marriott
International Hotel which ensures better Sustainability and higher productivity level for this
organisation............................................................................................................................3
Research Methodology....................................................................................................................4
Ethical consideration........................................................................................................................6
Data analysis and findings...............................................................................................................7
REFERENCES..............................................................................................................................10

Research Topic: Role of Sustainability in influencing consumer decision-
making within the Hospitality Industry. A research project on Marriott
International Hotel.
Introduction
Background for the project
The concept of sustainability is mainly associated with working in a such manner that
meeting of current objectives and targets should not comprises with the ability of future
generation needs through keeping a more ecological balance (Weybrecht, 2017). The current
investigation is lead out and conducted on Marriott International hotel to evaluate about the role
of sustainability in influencing consumer decision-making within the Hospitality Industry. The
Marriott International hotel is a well known American multinational company that is currently
managing and operating a broad portfolio of hotels along with related lodging facilities the
headquarter of which is located at Maryland, U.S.
Aim and objective
Research aim
To evaluate about the vital concept of sustainability along with analysis of its role in
influencing consumer decision-making within the Hospitality Industry. A research project on
Marriott International Hotel.
Research objectives
 To review about the need and importance of concept of Sustainability within the
Hospitality Industry.
 To determine the role of Sustainability and eco-friendly initiatives in influencing the
consumer decision-making within the Hospitality Industry.
 To review about some more effective eco-friendly practises and initiatives for Marriott
International Hotel which ensures better Sustainability and higher productivity level for
this organisation.
Rationale for research
The selection of current research topic is rationale as with the enhancement in the
understanding level of customers a higher level of pressure is exerted on the business
1

organisation especially in hospitality sector to have more eco-friendly innovative and practises.
Thus, analysis of need and importance of concept of Sustainability within the Hospitality
Industry is significant and vital to have higher productivity and sales level. Beside this, current
research topic also meet personal interest of researcher along with leading improvement in skills
and knowledge.
Research questions
 What could be the factors which are presenting the need and importance of concept of
Sustainability within the Hospitality Industry?
 What role is lead out by Sustainability and eco-friendly initiatives in influencing the
consumer decision-making within the Hospitality Industry?
 What can be the some more effective eco-friendly practises and initiatives for Marriott
International Hotel which ensures better Sustainability and higher productivity level for
this organisation?
Literature Review
To review about the need and importance of concept of Sustainability within the Hospitality
Industry
As per the view point of Alexander Watson, 2018, an analysis can be made out that the
concept of sustainability is vital and important for an organisation as it aim at meeting current
objectives in a most vital and appropriate way without leading much harm to environment or
community. Apart from this, an analysis can also be made that the concept of sustainability or
become socially responsible is needed and important for an organisation especially in context of
hospitality sector as it lead to better natural eco-system to constantly develop better growth and
development in most eco-friendly way. Beside this, the increasing pressure from government and
other legal framework are also leading a pressure on hospitality industry to implement and bring
in use the eco-friendly and sustainable practises that ensures conservation of environment
through keeping a check on pollution and other negative impacts lead out by a business
organisation (Kauko, 2019).
2

To determine the role of Sustainability and eco-friendly initiatives in influencing the consumer
decision-making within the Hospitality Industry.
With respect to the information provided by Niaki, M.K., Torabi, S.A. and Nonino, F.,
2019, it has been determined that a direct and positive role is lead out by the Sustainability and
eco-friendly initiatives in influencing the consumer decision-making within the Hospitality
Industry as today customers had become more aware about the business prcatises of a firm and
like to prefer those organisation which tend to have more environmental friendly prcatises and
services. Further, an analysis can be made out that adopting eco-friendly practises lead a positive
impact on the brand reputation and goodwill of a firm that tends to have a direct role in stimuli
customers for selecting a hotel that are socially responsible and makes effect for protection of
environment (Kim and Chiang, 2017). Thus, it can be analysed that a positive role is played
Sustainability and eco-friendly initiatives on mind set of customers which encouraging them to
opt a socially responsible hotel for their stay and visit.
To review about some more effective eco-friendly practises and initiatives for Marriott
International Hotel which ensures better Sustainability and higher productivity level for
this organisation.
With respect to the view point of Goffi, G., Cucculelli, M. and Masiero, L., 2019, it has been
observed that proper accomplishment of CSR strategies is a vital eco-friendly practises and
initiatives for Marriott International Hotel which ensures better Sustainability and higher
productivity level for this organisation. Implication of CSR prcatises leads out to a proper
balance between profit making objective of a firm along with the other social and environmental
needs thus, directs an organisation and hotel to work more effectively towards protection of
environment and meet the expectation of all present and future shareholder. Apart from this,
proper management of waste is also a vital strategy to ensure better Sustainability and higher
productivity level for this organisation through protecting environment from various form of
population. Apart from this implication of 3R i.e reuse, reduce and recycle is also provides an
eco-friendly practises and initiatives for Marriott International Hotel which ensures better
Sustainability and higher productivity level for this organisation by the more effective
management and use of limited resources (Jeon and Gleiberman, 2017).
3

Research Methodology
This section forms a vital part of every research project as it facilitates and provide
important information about the research method used and applied for leading out and
conducting an investigation. Implication and use of research onion model is for providing
explanation and justification for use and selection of a research method:
Figure 1: Research onion, 2020.
Research philosophy- Implication of positivism research philosophy out of four common set
of philosophies consists of interpretivism, pragmatism, positivism and realism as it is the one that
facilitates and ensures a most systematic along with practical form of research investigation to
have better analysis of set objective.
Research approach- Two main forms of research approach are there which includes
deductive and inductive form of research from which use of deductive approach is looking more
suitable for current study as it facilitates more effective support and better analysis and testing of
numeric facts based on positivistic research philosophy (Tölkes, 2020).
Research strategy- This section of methodology comprises of a range of tools for effective
data collection like survey, interview, experiments, action research and observation that
facilitates and ensures better base and framework for further research work. Out of these forms
of research strategy, utilisation of survey strategy is most appropriate and suitable for current
investigation on Marriott International Hotel.
Time horizons- Longitudinal and cross sectional are two main forms of time horizons out of
which longitudinal is associated with long term duration therefore use and implication of cross
4

sectional time horizons are made which ensures more specific representation of all activities
within a shorter time duration which is provided with the help of below stated Gantt Chart.
Activities Wee
k 1
Wee
k 2
Wee
k 3
Wee
k 4
Week
5
Wee
k 6
Wee
k 7
Wee
k 8
Wee
k 9
Designing and submitting
the research
Analyzing and drafting the
literature review
Structuring and designing
the methodology
Drafting the research
philosophy
Drafting the research
approach
Conducting data collection
method
Finding limitations of the
research
Finalizing the report
&printing
Choices of method- There are two commonly used research method which consists of
qualitative and quantitative research method out of which use of quantitative method of research
is seemed more suitable for current investigation as it support time efficient method with
effective presentation and analysis of objective set of data (Hinkes and Schulze, 2018).
Data collection – With respect to current investigation on Marriott International Hotel use of
both primary and secondary sources of data collection would be made from which primary
seemed justifiable to provide first hand authentic information where as secondary leads to
support through the use of past findings. Collection of primary data could be made through use
of questionnaire where as secondary data would be gathered from online article and journal. Use
of following questionnaire would be made for data collection for current investigation.
5

Questionnaire
Q1) What could be the factors which are presenting the need and importance of concept of
Sustainability within the Hospitality Industry?
a) reducing spending and waste
b) Improved public relation
c) Meet needs of natural ecosystem
Q2) What role is lead out by Sustainability and eco-friendly initiatives in influencing the
consumer decision-making within the Hospitality Industry?
a) Positive role
b) Negative role
c) No role
Q3) What can be the some more effective eco-friendly practises and initiatives for Marriott
International Hotel which ensures better Sustainability and higher productivity level for
this organisation?
a) Formation of sustainable committee
b) Implication of CSR practises
c) Proper management of waste
Q4) Any further recommendation for Marriott International Hotel to have Sustainability
and higher productivity level?
Sample size- A sample size of 30 participants is seemed justifiable for current investigation
which would be selected from the employees of Marriott International Hotel with the help of
random sampling method.
Ethical consideration
To meet the set ethical consideration the accessibility to collected data is only provided to
the researcher and tutor. Apart from this, implication of BERA code of ethics and data protection
act are also made during current investigation to meet set research principle and ethical
consideration for maintaining privacy and authenticity of collected data.
6

Data analysis and findings
Analysis of data and finding has been made with the help of frequency table which present
more clear and systematic analysis of raw facts and data collected with the help of questionnaire
from selected 30 participants.
Theme 1: Factors which are presenting the need and importance of concept of
Sustainability within the Hospitality Industry
Q1) What could be the factors which are presenting the need and
importance of concept of Sustainability within the Hospitality
Industry?
Frequency
a) reducing spending and waste 11
b) Improved public relation 7
c) Meet needs of natural ecosystem 12
Interpretation
On the basis of above pie chart an analysis can be made that 11 participants believes that
reducing spending and waste is a factor which presents the need and importance of concept of
Sustainability within the Hospitality Industry where as 7 participants were in favour of improved
public relation along with 12 other who favoured meet need of natural eco-system.
Theme 2: Sustainability and eco-friendly initiatives in influencing the consumer decision-
making within the Hospitality Industry
Q2) What role is lead out by Sustainability and eco-friendly Frequency
7

initiatives in influencing the consumer decision-making within the
Hospitality Industry?
a) Positive role 20
b) Negative role 2
c) No role 8
Interpretation
The above pie chart is depicting that 20 participants from a total of 30 were having a
view point that positive role is lead out by Sustainability and eco-friendly initiatives in
influencing the consumer decision-making within the Hospitality Industry where as only 2
favoured for its negative impact while remaining 8 were also supported no role.
Theme 3:
Q3) What can be the some more effective eco-friendly practises and
initiatives for Marriott International Hotel which ensures better
Sustainability and higher productivity level for this organisation?
Frequency
a) Formation of sustainable committee 9
b) Implication of CSR practises 14
c) Proper management of waste 7
8

Interpretation
It has been find out during current investigation that formation of sustainable committee
is an effective eco-friendly practises and initiatives for Marriott International Hotel which
ensures better Sustainability and higher productivity level for this organisation as per view point
of 9 participants while 14 favoured implication of CSR practises along with 7 other who
supported proper management of waste.
9

REFERENCES
Books and journal
Goffi, G., Cucculelli, M. and Masiero, L., 2019. Fostering tourism destination competitiveness in
developing countries: The role of sustainability. Journal of cleaner production, 209,
pp.101-115.
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.
Tölkes, C., 2020. The role of sustainability communication in the attitude–behaviour gap of
sustainable tourism. Tourism and Hospitality Research, 20(1), pp.117-128.
Weybrecht, G., 2017. From challenge to opportunity–Management education's crucial role in
sustainability and the Sustainable Development Goals–An overview and framework. The
International Journal of Management Education, 15(2), pp.84-92.
Online:
10

Alexander Watson. 2018. The Core Concept of Sustainability. [Online] Available Through:<
https://medium.com/openforests/the-core-concept-of-sustainability-8facc0811f4f>.
11