Importance of Sustainable Practices in Hospitality Industry

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 Proposal (HM Top-Up)- Autumn 2021

LT6P19GN: Research Methods and Project
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.
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?
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Research Proposal (HM Top-Up)- Autumn 2021

LT6P19GN: Research Methods and Project
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. The major research gap is related with not finding accurate
information regarding the organisation but with the help of the current research, the research
gap has been filled.
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.
Theme 1: 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 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.
Theme 2: Role of sustainable practices in increasing organizational survival opportunities and
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Research Proposal (HM Top-Up)- Autumn 2021