Analyzing Eco-Friendly Influence on Patron Decisions: The Cairn Hotel

This research project analyzes the influence of eco-friendly practices on customer decision-making within the hospitality industry, using The Cairn Hotel as a case study. The report begins with an overview of the topic, problem statement, organizational context, and aims and objectives. It then delves into a literature review, exploring strategies for promoting eco-friendly practices, the linkage between these practices and customer decisions (including retention, footfall, and satisfaction), and issues faced by the hospitality industry in implementing such strategies. The methodology section details the research onion framework, outlining the research philosophy (positivism), approach (deductive), strategy (survey), and choice (quantitative). Data analysis focuses on frequency data and interpretations, leading to conclusions and recommendations. The project aims to investigate eco-friendly strategies, examine their impact on customer decisions, and acknowledge the issues overlooked in advancing these strategies within business operations. The report highlights the importance of sustainability and its influence on customer behavior, retention, and overall business success within the hospitality sector.

Research project
(“To analyse the influence of Eco-friendly restart on
the decision making of patron in context of hospitality
industry.” A study on The Cairn hotel)

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................3
Overview of the topic..................................................................................................................3
Problem statement.......................................................................................................................3
Overview of organisation............................................................................................................3
Aims and objectives....................................................................................................................4
CHAPTER 2: LITERATURE REVIEW ........................................................................................5
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................8
Research Onion...........................................................................................................................8
CHAPTER 4: DATA ANALYSIS ...............................................................................................12
Frequency data analysis............................................................................................................12
Interpretations...........................................................................................................................13
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................17
Conclusion.................................................................................................................................17
REFERENCES .............................................................................................................................18

CHAPTER 1: INTRODUCTION
Overview of the topic
Decision making of customers are one of the significant movement which is regarded as
the process in which needs are identified by customers and accordingly product or services are
being selected. In the context of hospitality industry customers are the primal aspect of a
business and in this manner this would be imperative to hold significant changes and degree of
changes so that objectives can be attained in optimal manner (Novacka and et. al, 2019). In
current time eco-friendly measures are adopted by hospitality industry so that to provide specific
edge to their business and to align decision making of their customers. In this manner there are
various benefits which can be enjoyed by hospitality industry and customers as well. This is
observed that in current time eco-friendly practices are highly encouraged by customers and
helpful for them to make their own decision in respect of selecting a hotel. These practices are
leading patrons to develop such understanding as in relation to providing positive benefits to
environment.
Problem statement
In current time succession of a business is wholly dependent over decision making of
customers and their inclination towards some service and product decisions. In order to develop
positive response out of customer decision making eco-friendly initiatives are started by the
organisation so that to gain success and higher number of customers within their organisation.
Eco-friendly practices are having higher capabilities to align customer decision in positive
manner so that this would be advantageous for the organisation to deal with such aspects in
which they can initiate eco-friendly measures in order to grab attention and footfall of their
customers. Under this research benefits related to eco-friendly practices are being elaborated in
the context of gaining higher value out of customers and their decision making as well (Merli
and et. al., 2019). Besides this in the crucial time of COVID the major benefit of adopting eco-
friendly practices could be staying safe and adapting hygiene measures as well.
Overview of organisation
Cairn hotel is one of he most prominent leisure group grown in UK which is having 32
hotels and 30 bars across UK. The company is running family business in which they are striving
to provide higher customer experience to their patron so that they can develop productive and

supportive environment for them. The hotel was established in the year of 1960 and in current
time it is considered as one of the most leisure service provider in UK in terms of hospitality
industry.
Aims and objectives
Aim
“To analyse the influence of Eco-friendly restart on the decision making of patron in context of
hospitality industry.” A study on The Cairn hotel
Objectives
 To investigate the strategies used by hospitality industry for promotion of Eco-friendly
practices.
 To examine the linkage of Eco-friendly practices in decision making of future customers
of The Cairn hotel.
 To acknowledge the issues overlooked by hospitality industry in for advancing eco-
friendly strategies within business operations.
Research questions
 What are the strategies used by hospitality industry for promotion of Eco-friendly
practices?
 What is the linkage of Eco-friendly practices in decision making of customers of The
Cairn hotel?
 What are the issues overlooked by hospitality industry for advancing eco-friendly
strategies in business operations

CHAPTER 2: LITERATURE REVIEW
What are the strategies used by hospitality industry for promotion of Eco-friendly practices?
According to Gupta, Dash and Mishra, (2019), Sustainability of the hotel industry
removes the environment impact by using the practices of maintenance, logistics, supplies. The
strategy of hotel
 Target low-hanging fruit to start- The industry adopts the eco-friendly program by
reducing the use of plastic bottle and providing the reusable plastic bottle. Establishing
water filling station In lobby.
 Making hiring and training process green- Instead of taking face to face interviews the
industry can make the use of Skype which will reduce the fossil fuels and should provide
the documentation in electronic format to the employees rather than the long manuals.
 Mobile check-in – Hotels should enable the virtual check-in for the guests which reduces
the rush of check-in during the peak hours. Hotels can create virtual key solutions by
developing cloud scale and make use of the technologies such as AWS Lambda, Amazon
FreeRTOS. Focusing on efficiency- The green culture increase the efficiency by reducing the plastic
key cards, paper usage, and develops the remote check-in and check-out.
What is the linkage of Eco-friendly practices in decision making of customers of The Cairn
hotel?
According to Han and et. Al, (2019), there is linkage of Eco-friendly practices in decision
making of customers of hospitality industry which is elaborated as under:
 Higher customer retention- It is the ability of the organisation to retain the customers
for some time period. The customers buy the product of the business continuously
without any defect. The hospitality focuses on creating the customer loyalty and develops
innovative measures for their guest. The customer retention can be successful by
knowing the priorities and preferences of the customers. The hotel should be connected
with the new marketing techniques as to provide better facilities to the guests. The factors
influencing the customer retention develops experience, promoting on right portals.
 High customer footfall- In hospitality industry providing excellent service to the
customer helps in generating the footfall and furnishing positive customer experience.
The interaction and the tracking the customers gives a insights for the facilities that have

to rendered to the customer for valuable use. The footfall of the customers depends on the
quality and services provided on the food. The word of mouth also affects the customer
as it refers to other which ultimately increase the footfall. The services and facilities
should be marketed correctly as by using adequate media marketing for the menu. The
hotels should render the discounts, coupons, free meal in combo with other will attract
the more customer.
 Increased customer satisfaction- It is a psychological concept that includes the feeling
and pleasure of well-being obtained through the product or service. Providing service
quality in the hospitality industry is a key factor for increasing competitive advantage and
confidence of customer. The service quality is based on the three dimensions of
materials, employees, and physical facilities. High customer satisfaction leads to create
high brand loyalty and reputation in the market which leads to high profit. The industry
should understand the requirement of the customers, needs and on basis of that it should
facilities the changes for improving the customer satisfaction. The industry can conduct
satisfaction surveys by asking various question regarding the facilities and services and
their experience.
What are the issues overlooked by hospitality industry for advancing eco-friendly strategies in
business operations
According to Hsiao, Chuang and Huang, (2018), there are various issues faced by
hospitality industry while implementing eco-freindly initiatives such as :
 Change in customer expectations- Due to the change in the technologies customers
expectations are rising as they looks for the friendly, consistent services in the
environment of the hotels. The hotel should adopts the new trends occurring changes.
The modern customers are becoming global travellers which includes corporates, families
and millennials. The expectations includes the connected experience and proactive
services. Demands should be considered of the customers as to meet their expectations.
Customers expects the data of the companies should be at the fingertips due to the online
changing.
 Calamity crisis- The hotel industry has the risk of property being damaged and
economic risk for the tourism sector which affects the productivity. Calamity crisis
includes the environmental factors that can't be controlled. The issues faced by the hotel

industry are change in climatic, scarcity of resources. the calamity occurs in several
forms of earthquake, volcano eruptions, typhoons, floods etc. There is loss of important
documents and delay in deliveries.
 Rising cost of daily consumables- Daily consumables involves the products that are
used by the customers again and again. The issues faced by the industry is high in
operating and labour cost. In maintaining and running the hotel various cost are incurred.
The cost incurred are staff salaries, health premiums. Providing the utilities to the guests,
maintaining the stock of food and beverages, cleaning products, increase in inflation
causes the high price in the foods. The inflation occurs due to the increase in the
consumer demand of the goods and services.

CHAPTER 3: RESEARCH METHODOLOGY
Research Onion
Research methodology is defined as those process which can be used by researcher so
that to analyse and analyse information collected within research in order to draw research
conclusion in significant manner. Under this research onion framework is used and this is
providing appropriate insight as in relation of managing research. This framework is elaborated
as under:
 Research Philosophy: This is regarded as such principles and practices which can be
used in research in order to execute overall research in appropriate manner. Basically
research philosophies are of two types such as Interprivistism and positivism. Under this
research positivism philosophy is used so that to provide statistical knowledge as in
context of research. This is the major aspect under which overall analysis can be
performed within research and at the same time this would lead in developing research
results in appropriate manner as well (Patkar, 2018). The another reason of selecting this
philosophy is that this would be helping researcher to evaluate research topic in
appropriate manner.
 Research Approach: Under this aspect of research onion dimension, research approach
is defined as such manner that it would lead in developing information in appropriate
manner as accordance with research objectives. Research approach is providing such
edge to the business in which prominent research outcomes can be attained due to this
this could be helpful for research to gain such insight. There are two types of research
approaches such as inductive and deductive. Under this research deductive approach is
being followed as this approach is included with several techniques of scientific
investigation. This is helpful for researcher to develop those theories which are aligned
with gaining research outcomes (Hirschhorn, 2019). The main objective of deductive
approach is to evaluate various information so that to attain research outcomes.
 Research Strategy: Research strategy is categorised as those methods which can be used
by researcher within research so that to gain basic understanding regarding research
topic. There are various types of useful research strategy that can be used by researcher in
order to develop objectives within research. Some of them are interviews, surveys and

many more. Under this research survey method is used as this would be assisting the
researcher to develop understanding in respect of research. Survey method will allow the
researcher to attain research objectives. Using information through online sources various
information can be gathered by researcher. Besides this questionnaire would be useful in
collecting appropriate information so that researcher may understand the topic in
significant manner without facing any delays (RGeoffrey, 2019). Thus with the help of
survey meaningful responses can be gathered by researcher so that to meet research
outcomes.
 Research Choice: This is regarded as those methods which are used by researcher in
order to gather data using direct or indirect methods. There are two types of research
choices such as qualitative and quantitative. Under this research quantitative research
choice is used as this is helpful in analysing research topic in such a way that statistical
conclusion can be framed. In the same manner by collecting data through quantitative
method research objectives can be attained through gaining differential insight of
research and developing differential insight over the research. This would be helpful in
gaining such knowledge in relation to the research and its objectives.
 Time Horizon: These are associated with allotted time which is requisite so that to finish
overall research in provided time frame. There are two types of time-horizon such as
longitudinal and cross-sectional which can be used by researcher in order to attain
research objectives in appropriate time frame. Under this research cross-sectional time-
horizon is used which could be helpful for researcher to gain differential insight related to
research and provide direction to research in attaining research objectives as well. On the
other hand cross-sectional time-horizon is associated with using various dimension in
research so that various aspects can be covered in a single time frame.
 Data Collection: Data collection is defined as the method which is used in order to
accumulate data by researcher. This is defined as some important step in which research
objectives can be attained in specific time frame. There are two methods of data
collection such as primary and secondary. Under this research primary and secondary
both of these methods are used. With the help of primary and secondary data collection
method in-depth knowledge regarding research topic in significant manner. In this
manner in terms of primary methods questionnaire will be used by researcher which is

helpful in gaining views of various respondents, whereas in terms of secondary method
books and journals are used by researcher so that to reach out to research objectives.
 Sampling: This is defined as the process which is associated with taking out significant
sample out of overall population so that research can be performed in level best manner
and along with this research objectives can be attained as well. Sampling is regarded as
significant process which is helping researcher to acquire wider insight out of research so
that to grab opinion and view point of various people. Sampling is of two types such as
probabilistic and non-probabilistic sampling (Kesseba, Awolowo and Clark, 2018). In
this research, probabilistic sampling is used in which non-biased information can be
gathered. Sample size is taken as 40 which are employees of Cairn hotel.
Questionnaire
Q1. Do you have understanding in relation to Eco-friendly initiatives?
a) Yes
b) No
Q2. Do you think that Eco-friendly initiatives are helpful for patrons to make decision
regarding selecting hotel?
a) Yes
b) No
Q3. What are the strategies used by hospitality industry for promoting Eco-friendly strategies?
a) Implementing recycling programs
b) Encouraging paperless office working
c) Providing support to green vendors
Q4. Do you think these strategies are helpful in encouraging business functions?
a) Yes
b) No
Q5. What is the linkage between Eco-friendly practices and customer decision making?
a) Higher customer retention
b) Higher customer footfall
c) Increased customer satisfaction
Q6. What are the benefits enjoyed by hospitality business by using Eco-friendly practices?
a) Increased revenue

b) Higher market prominence
c) Enhanced customer loyalty
Q7. Are these benefits help hospitality industry to grow and acquire higher market edge?
a) Yes
b) No
Q8. What are the major issues faced by hospitality industry while advancing Eco-friendly
strategies in business operations?
a) Change in customer expectations
b) Calamity crisis
c) Rising cost of daily consumables
Q9. What are the consequences faced by hospitality industry if these issues are not mitigated.
a) Decreased market goodwill
b) Switching of customers
c) Inefficiency in operational functions
Q10. What are the ways used by hospitality industry for mitigating these issues?
a) Aligning customers needs with expectations
b) Crisis management
c) Appropriate management of working capital

CHAPTER 4: DATA ANALYSIS
Frequency data analysis
Q1. Do you have understanding in relation to Eco-friendly initiatives? Frequency
a) Yes 30
b) No 10
Q2. Do you think that Eco-friendly initiatives are helpful for patrons to make
decision regarding selecting hotel?
Frequency
a) Yes 35
b) No 5
Q3. What are the strategies used by hospitality industry for promoting Eco-
friendly strategies?
Frequency
a) Implementing recycling programs 10
b) Encouraging paperless office working 20
c) Providing support to green vendors 10
Q4. Do you think these strategies are helpful in encouraging business
functions?
Frequency
a) Yes 35
b) No 5
Q5. What is the linkage between Eco-friendly practices and customer decision
making?
Frequency
a) Higher customer retention 10
b) Higher customer footfall 15
c) Increased customer satisfaction 15
Q6. What are the benefits enjoyed by hospitality business by using Eco-
friendly practices?
Frequency