Importance of Sustainable Practices in Hospitality Industry

This research proposal aims to investigate the importance of sustainable practices in increasing organizational survival opportunities and enhancing customer satisfaction in the hospitality industry. The study will focus on Hilton UK and cover topics such as types of sustainable practices, role in increasing survival opportunities, and challenges faced by Hilton in developing sustainable practices.

LT6P19GN: Research Methods and Project
ASSESSMENT COVER SHEET
PROGRAMME TITLE: BA (Hons) Hospitality Management (Top Up)
MODULE TITLE: Research Methods and Projects
ASSESSMENT TITLE: Research Project Proposal
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SUBMISSION DEADLINE: 019
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Research Topic:
Importance of sustainable practices in increasing organizational survival opportunities and enhancing
customer satisfaction
1. INTRODUCTION.
Research Background:
The current research is based on examining the importance of sustainable practices on maximising
survival opportunities for the organisation and developing customer satisfaction. The research is having
significance as this will enable the organisations acquire such opportunities so that they can increase
their customer base and customer satisfaction as well (Chavez and et al., 2016). The major purpose of
conducting this research is to understand the importance of sustainable practices for hospitality industry
so that these businesses may use such measures to optimal manner which leads them to gain social,
economic and business benefits. The industry of hospitality is vast and directly linked with customers
so this is imperative that to use such strategies by such organisation so that to retain their customers and
to manage market survival opportunities. The research proposal will be covering three major chapter of
the research such as introduction, literature review and research methodology.
Aims & Objectives
Aim:
To investigate the importance of sustainable practices in increasing organizational survival
opportunities and enhancing customer satisfaction. A study on Hilton
Objectives:
I. To determine the types of sustainable practices used by Hilton, UK as their business
strategies.
II. To identify the role of sustainable practices in increasing organizational survival
opportunities and enhancing customer satisfaction.
III. To discern the challenges faced by Hilton, UK in developing sustainable practices in their
business strategy.
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Research Questions
i. What are the types of sustainable practices used by Hilton, UK as their business strategies?
ii. What are the role of sustainable practices in increasing organizational survival opportunities
and enhancing customer satisfaction?
iii. What are the challenges faced by Hilton, UK in developing sustainable practices in their
business strategy?
Research Rationale:
The major rationale for selecting this topic is my personal interest as I am willing to develop my career
in the field of hospitality so this research would be helpful for me in gaining knowledge about this
industry. There are various researches which are being carried on the topic of sustainable practices
previously but at the same time any researcher has not covered impact of such practices on customer
satisfaction. In this manner by conducting the current research, researcher is trying to fill research gap
which would be helpful for readers. The benefit of this research is related with developing
understanding in context of sustainability and its impact on customer satisfaction so that the same
information can be used by businesses working in hospitality industry in order to attain their business
goals. The major beneficiaries from this research would be hospitality organisations and customers as
organisation may use this concept for gaining customer satisfaction and at the same time customers
may be transparent regarding their choice and decisions.
Scope of Research Study
The research will be revolving around the Hilton hotel which is one of the prominent hospitality chain
situated in UK. The research is associated with hospitality industry and customers of the industry so
that accurate outcomes can be taken out which would be helpful in attaining research objectives in clear
manner. The research will include theories of sustainability as in current time sustainability is the major
dimension which is being followed by hospitality industry for their long edged market survival.
2. LITERATURE REVIEW:
 Introduction: Literature review is defined as collection of such articles which were published
earlier and would be helpful in gaining information related with research topic.
What are the types of sustainable practices used by Hilton, UK as their business strategies?
According to Mehralian and et al., (2016), sustainable practices are defined as including environment
and society within business processes so that survival opportunities of the organisation can be
enhanced and at the same time protection against environment can be measured. There are various
sustainable practices which are used by the hospitality businesses in current in current time those are
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included in their business strategy. In the context of Hilton UK some of the sustainable practices are
elaborated as under:
Using of organic amenities: Hilton is switching over providing organic amenities to their customers
so that they can develop their commitment of using sustainable measures. For example, hotel toiletries
and food and fragrances are given by the hotel which is made of organic ingredients.
Avoid use of plastic: In the current time use of plastic is banned in various countries so by
minimising use of plastic Hilton may develop a business strategy which is related with gaining higher
environment and social benefits.
Invest in green energy: Hilton is trying to invest in green energy so that to develop sustainability
within the business. In the current time when businesses are involving such investment within
business strategy this would lead them into providing significant benefits in long run.
What are the role of sustainable practices in increasing organizational survival opportunities and
enhancing customer satisfaction?
According to Yusr, (2016) sustainability practices are related with creating such business
opportunities so that business may grow and acquire longer customer base. These practices are related
with developing organisational survival and to enhance customer satisfaction as well. These are the
practices which help Hilton in ensuring long lasting customer satisfaction and boost customer loyalty
as well and this can result the organisation to manage significant edge into competitive market.
What are the challenges faced by Hilton, UK in developing sustainable practices in their business
strategy?
According to Sindhu and Arif, (2017), the major challenge faced by Hilton, UK in developing
sustainable practices in their business strategy is related with climate change as environment and
sustainability are two dependent variables. Another challenge is related with lack of time as due to
this businesses are not able to implement such practices in appropriate manner. Yet another challenge
faced by Hilton is related with reputation management as sometimes this is difficult that to manage
market image and customer satisfaction level at the same time so during implementing sustainable
practices Hilton may face such issue with their brand image.
METHODOLOGY
 Introduction: Data is defined as such individual information which can be qualitative and
quantitative and leads to develop relatable information. The current research is related with
quantitative methods so various research methodologies will be used under the research and
these are elaborated as under:
 Research philosophy: Research philosophy is defined as such beliefs and values those are
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carried out within the research which is helpful in gathering of data and information related
with research. Research philosophy is of two types such as positivism and interpretivism.
Under the current research positivism research philosophy will be followed so that to acquire
reliable and accurate data within the research (Walter and Andersen, 2016).
 Research approach: Research approach is defined as such plan and procedures which are
associated with broad assumptions to the research and helps the researcher in collecting data in
accurate and significant manner. There are three types of research approaches such as
deductive, abductive and inductive. Under the current research deductive research approach
will be followed which is helpful in taking out the research in quantitative manner.
 Research strategies: Research strategy is defined as that plan of action which is followed
within the research so that research can be executed in appropriate manner. This is the major
principal which is followed within the research and would be helpful in attaining objectives in
overall manner (Igwenagu., 2016). There are various types of research strategies such as
survey, action research, grounded theory and many others. In the context of current research
survey strategy will be followed so that to develop research in quantitative manner and to
manage the research with factual information and execution as well.
 Research choices: Research choice is defined as making distinction in between methods to be
followed within research whether qualitative or quantitative. Under the current research
quantitative research choice will be followed so that to attain statistical data within the
research and to acquire appropriate results as well.
 Data collection time horizon: Data collection is defined as the method in which data will be
gathered within research so that research efforts can be aligned with research objectives. There
are two types of data collection methods such as primary and secondary. In the current
research both of these methods will be used and in terms of primary method questionnaire will
be used whereas in terms of secondary methods books and journals will be used.
Time horizon is defined as the needed time by the researcher in order to complete the research.
There are two types of time horizon such as longitudinal and cross-sectional. Under the current
research cross-sectional time horizon will be used as this is associated with covering various
dimensions at once.
 Identify the data collection and Data Analysis:
• Data collection sources: With the help of primary and secondary data collection methods
information will be collected within the research.
• Primary data collection techniques will include close ended questionnaire and the same
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will be analysed using frequency distribution table.
CONCLUSION
From the above research proposal this can be summarised that sustainability is regarded as one of the
major constraint which is adopted by the hospitality industry in order to increase customer
satisfaction. This research is going to contribute hospitality industry so that with the help of
information gathered out of this research they may develop their business and enhance experience of
their customers.
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WORK PLANNING
REFRENCES AND BIBLIOGRAP
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Chavez and et al., 2016. The effect of customer‐centric green supply chain management on
operational performance and customer satisfaction. Business Strategy and the
Environment, 25(3), pp.205-220.
Igwenagu, C., 2016. Fundamentals of research methodology and data collection. LAP Lambert
Academic Publishing.
Mehralian and et al., 2016. The effects of corporate social responsibility on organizational
performance in the Iranian pharmaceutical industry: The mediating role of TQM. Journal of
Cleaner Production, 135, pp.689-698.
Sindhu, M.I. and Arif, M., 2017. Corporate social responsibility and loyalty: Intervening influence of
customer satisfaction and trust. Cogent Business & Management, 4(1), p.1396655.
Walter, M. and Andersen, C., 2016. Indigenous statistics: A quantitative research methodology.
Routledge.
Yusr, M.M., 2016. Innovation capability and its role in enhancing the relationship between TQM
practices and innovation performance. Journal of Open Innovation: Technology, Market, and
Complexity, 2(1), p.6.
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