Research Report: Eco-Friendly Initiatives at Holiday Inn Hotel

This research project investigates the effect of eco-friendly initiatives and policies on consumer decision-making when choosing hotels, using Holiday Inn as a case study. The report begins with an introduction outlining the research's purpose and scope, followed by a research proposal that includes the background, aims, objectives, questions, and rationale. A literature review explores the significance of sustainability in the hospitality sector, detailing various eco-friendly tactics, policies, and initiatives adopted by hotels. The research methodology section details the research philosophy (positivism), approach (deductive), strategy (survey), and choice (quantitative) employed. It also describes the data sources, sampling method, limitations, and instruments used. The report concludes with a discussion of research reliability, validity, and the time horizon, providing a comprehensive analysis of how eco-friendly practices influence consumer behavior in the hotel industry. The report highlights the challenges faced by hotels and methods they can adopt to enhance consumer base.

Research Project

Contents
TOPIC:.............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Create a research proposal.....................................................................................................1
LITERATURE REVIEW................................................................................................................2
P2. Study proper research methods as well as organise primary and secondary research..........4

TOPIC:
“To investigate effect of eco-friendly initiatives and policies that impose direct effect
consumer’s decision making in choosing hotel.”
INTRODUCTION
Overview of the research
In this research, it is important to investigate the effect of eco-friendly initiatives and
policies that impose direct effect consumer’s decision making within choosing hospitality sector.
Hotel is eco-friendly as well as environmentally focuses and adopts energy material that does not
impose direct effect on atmosphere. For attracting large number of user, eco-friendly tactics is
very important in taking decisions by user in reference of choosing hotel. In this report, the
Holiday Inn is taken into consideration. Holiday Inn is determined as a large hotel that provides
better services to its user during particular phase of time period. It is world biggest hotel that
have around 1173 hotels and in addition with 214,000 rooms (Holiday Inn, 2021). The
environmental administration clarification provides strength and increases confidence of
customer within hotel and increase contribution in respect of financial execution by minimising
atmospheric effect and improving administration function. In present era, the user is determined
as an eco-friendly and conduct different functions such as reducing water usage, reducing food
waste and reducing use of plastic. It is necessary to improve its strategy in order to attract large
number of audience (Behera and Chakraverty, 2017).
PART 1
TASK 1
P1. Create a research proposal
Background of the research
It is related to eco-friendly tactics and strategy imposes direct effect on user for choosing a
hotel. In current time, the individual person is determined as an eco-friendly so that they prefer
hotel that emphasizes on executing ecological function. In reference of these, there are different
kinds of strategies related to ecological environment that help consumer in taking decision for
choosing a hotel. In addition to this, the researcher will determine information regarding
significance of improving sustainability within hospitality. There are different kinds of
challenges which are confronted by choosing hotel in respect of services provided by them. In
addition to this, it is necessary to determine approaches for collecting information that help in
conducting research during particular phase of time period (Bogachkov and Gorlov, 2016).
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Research aim
“To investigate the effect of eco-friendly initiatives and policies that impose direct effect
consumer’s decision making within choosing hotel.” A case study on Holiday Inn Hotel.
Research objectives
 Determine improving sustainability for Holiday Inn.
 Determine tactics, policies as well as eco-friendly initiatives that organisation adopted to
invite user in respect of offerings
 To identify challenges which are confronted by Holiday Inn for influencing user in
respect of services
 To assess methods Holiday Inn can adopt to enhance consumer base
Research questions
 Explain significance of improving sustainability for Holiday Inn?
 Determine various tactics, policies as well as eco-friendly initiatives that organisation
adopted to invite user in respect of offerings?
 Determine challenges which are confronted by Holiday Inn for influencing user in respect
of services?
 Determine methods Holiday Inn can adopt to enhance consumer base?
Research rationale
This report is depending upon role of initiatives policy & tactics of eco-friendly
environment that help in taking decision by its user for choosing a hotel. By organising this kind
of study, the investigator focuses on increasing understanding regarding eco-friendly strategy
that help in taking decisions. In addition to this, Holiday Inn is determined as a large hotel that
provides better services to its user in order to satisfy them. It is world biggest hotel having 1173
hotels and in addition with 214,000 rooms. In context of organisation, the ecological issues such
as waste water, energy that generate directly affect on organisation (Caliskan, 2017).
LITERATURE REVIEW
The significance of improving sustainability for hospitality sector
According to (Sharma, 2018), the function of sustainability is also important in the
hospitality sector. Hotels need electricity, water, goods that are both delicate and durable as well
as it also directs to the formation of waste. The waste generated is in the form of furniture,
equipment, appliances, bulbs and tubes etc. In current times, the green technology has flourished
so well that it is available at affordable costs. Number of hospitality companies has started to use
of the new green development projects. Such research project are supported to technology that
uses the alternate source of energy such as solar, air, wind etc. to produce energy. Cost
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effectiveness, better guest experience, developed brand image and a good corporate image are
some aspect which makes an efficient involvement in promoting sustainability for hospitality
sector.
Various tactics, policies as well as eco-friendly initiatives that organisation adopted to invite user
in respect of offerings
According to the view of (Hard, 2019), there are several eco-friendly initiatives have since
become the norm for hotels looking to offer more sustainable services (Bogachkov and Gorlov,
2016). Energy conservation, water conservation, recycling and waste decrease, both amenities,
room keys, cleaning and hygiene products, food preparation, bottled water alternatives, menu
selection, spas and the bottom line are some ecological friendly initiatives that are taken by
Holiday Inn in to consideration to invite consumers towards its offerings.
Challenges which are confronted by Holiday Inn for influencing user in respect of services
There are various challenges and problems that are faced through by Holiday Inn in context
of impact customers towards its facilities. Cleanliness is one of them that are greatly occurred in
the company as consumer mainly centres on the cleanliness and hygiene factor. In existing era,
due to corona virus pandemic, individual are centring on hygiene and cleaning. Also, the national
authorities of the country also devised effective policies regarding this so which is create
challenges for hotel industry. Other challenges are associated to technology, meaningful
experience, excellent services and sustainability.
Methods Holiday Inn can adopt to enhance consumer base
As per the view of (Majdi, 2021), there are different forms which Holiday Inn can include
to increase their number of consumer. The administration can include several forms like Hotel
guest experience and consumer base, mobile marketing for effective client knowledge, optimise
organisation website for voice search to enhance the consumer experience and many more
(Brassetti and Bollens, 2018). Also, they can consider upgrade meeting room technology, install
green technology and make dedicated spaces for co-working etc. These all activities and
processes in increasing and developing the number of target audience of particular business
enterprise.
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P2. Study proper research methods as well as organise primary and secondary research
The description of research methodologies are defined here with the support of research
onion:
Research philosophy: It is mainly of two kinds that is interpretivism and positivism. It is
determined that both the research philosophy is crucial for monitoring the significance of
improving sustainability for hospitality sector (Caliskan, 2017). For the present research,
positivism research philosophy is considered by the researcher as it supports to assess the
information in effective form cause of which valid justification is developed.
Research approach: There are two types of approaches deductive and inductive. For this
research, deductive approach is taken in to consideration it enables in performing task and
assessing quantitative information within less time and cost. Apart from this, Inductive approach
is not reliable as it does not offer proper data regarding topic.
Research strategy: There are diverse forms of research like quantitative, survey, action
oriented, case study, qualitative and others. It is determined at all the research tools is
significance but for the current study, the research will use survey as it assist in offering relevant
and appropriate data in an effective form.
Research choice: There are two sorts such as quantitative and qualitative. Both the research
choice is important for determining the significance of improving sustainability for hospitality
sector. But as per the theme, quantitative research choice is effective due to enable in conducting
research that is based on facts figures and statistics.
Research instrument: There are several instruments like survey, interview, questionnaire
and others. Questionnaire is considered as an important instrument of study as it will support in
collecting primary data that leads to accomplishment of valid and reliable outcomes.
Data sources: There are two key forms of data gathering like primary and secondary. In
order to collect information from secondary source, the researcher can consider books, articles,
journals, websites and internet etc. Apart from this primary source consists questionnaire,
interviews and others (Gorbunova, 2019). In this research, the investigator will consider question
as it supports in offering valid and accurate data.
Research sampling: In this current research, the investigator will consider simple random
sampling method which is a part of probability sampling. The key reason for selecting random
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sampling method is to offer equal chance to individual. Thus with the help of it, 30 employee of
Holiday Inn are considered.
Research limitation: It is mentioned that each study is related with some kind of limitations
that is funds, time, data analysis and many more that influence on researcher during organising
research activities (Machado, Ricciardi and Oliveira, 2020). Along with this, time in one the key
limitation as for accomplishing for every process of research, an effective time duration in
needed by investigator.
Research reliability and validity: Questionnaire is best instrument because it will support
surveyor to gather valid and reliable data regarding the effect of sustainability on supply chain
administration.
Time horizon: It is another significant portion of investigation in order to identify the initial
and the completion time period of resources actions (Mahbub, 2020). For this, Gantt chat is
considered as it is a graphical tool that will assist researcher to identify or analysed beginning
and closing time duration for completing activities of investigation.
Gantt Chart
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REFERENCES
Books & Journals
Behera, L. and Chakraverty, S., 2017. Recent researches on nonlocal elasticity theory in the
vibration of carbon nanotubes using beam models: a review. Archives of Computational Methods
in Engineering, 24(3), pp.481-494.
Bogachkov, I.V. and Gorlov, N.I., 2016, October. Researches of the on the Brillouin backscatter
spectrum. In 2016 13th International Scientific-Technical Conference on Actual Problems of
Electronics Instrument Engineering (APEIE) (Vol. 1, pp. 157-161). IEEE.
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