Research Project: Impact of Sustainability on Hotel Consumer Choices

This report presents the findings of a research project investigating the impact of eco-friendly initiatives, strategies, and policies on consumer decision-making in the hospitality industry, specifically focusing on hotel selection. The research utilized a questionnaire administered to 20 respondents to gather data on their perceptions and preferences regarding sustainability. The data analysis reveals that a significant majority of respondents are aware of and value eco-friendly practices, considering them vital for the success of the hospitality sector. The research identifies key factors influencing consumer choices, such as environmental protection, energy efficiency, and positive brand image. The findings indicate that sustainable practices play a direct and positive role in consumer decision-making. The report also explores challenges faced by the hospitality industry, such as climate change and carbon emissions, and recommends effective sustainable practices like green hotel initiatives and energy-efficient appliances. Overall, the research emphasizes the importance of communicating research findings effectively to stakeholders to enhance the adoption of sustainable practices within the hospitality industry.

Research Project
(Sustainability in the
Hospitality Industry)

Table of Contents
Communication and project findings ..............................................................................................1
Data analysis ..........................................................................................................................2
Interpretation of research findings..........................................................................................3
Communication of research findings ...................................................................................11
Conclusion and recommendation...................................................................................................12
Conclusion ...........................................................................................................................12
Recommendation..................................................................................................................12
Reflection ......................................................................................................................................13
REFERENCES .............................................................................................................................14

Communication and project findings
The below stated questionnaire would have been made for collection of data from 20
selected respondents on the topic of role that eco-friendly initiatives, strategies and policies have
upon consumer decision- making in selecting a hotel:
Questionnaire
Q1) Do you having any implication about the ecofriendly initiatives and sustainable
strategies along with their application within in hospitality industry ?
a) Yes
b) No
c) Neutral perception
Q2) Are you agreed with the fact that the concept of sustainability and eco-friendly
strategies has become vital and important for improved efficiency and success of hospitality
sector?
a) Strongly agreed
b) Agreed
c) Disagreed
d) Strongly disagreed
e) N/A
Q3) Which one is the main factor that is presenting the importance and significance of
ecofriendly initiatives and sustainable strategies within hospitality industry?
a) Social progress and equality
b) Environmental protection
c) Conservation of natural resources
d) Stable economic growth
e) Improved brand image
Q4) As per your opinion, what kind of role is played by ecofriendly initiatives and
sustainable strategies on the consumer decision making while selecting a Hotel?
a) Direct role
b) Indirect role
c) No role
1

Q5) What are the key benefits and advantages which could be availed by Holiday inn
through proper management and implication of sustainable practices?
a) Low operational cost
b) Energy Efficiency
c) Positive reputation in business environment
d) Improved creativity and innovation
Q6) What are the main challenges that are faced by hospitality industry which has
enhanced the importance of sustainability and eco-friendly practises?
a) Global climate change
b) Excessive carbon emission
c) Water pollution
d) All of the above
Q7) Which can be the some more effective sustainable and eco-friendly practices that can
be adopted by Holiday Inn in order to have improvement in overall performance and
productivity level?
a) Green hotel practices
b) CFL lighting
c) Energy-efficient appliances
d) Formation of sustainable committee
Q8) What overall impact is lead by effective sustainable and eco-friendly practices on the
decision making of customers while choosing a hotel?
a) Positive
b) Negative
c) No impact
Q9) Any further recommendation for Holiday Inn to have improvement in its sustainable
practises to attract and cater larger number of consumers?
Data analysis
Q1) Do you having any implication about the ecofriendly initiatives
and sustainable strategies along with their application within in
Frequency
2

hospitality industry ?
a) Yes 17
b) No 1
c) Neutral perception 2
Q2) Are you agreed with the fact that the concept of sustainability
and eco-friendly strategies has become vital and important for
improved efficiency and success of hospitality sector?
Frequency
a) Strongly agreed 10
b) Agreed 5
c) Disagreed 1
d) Strongly disagreed 2
e) N/A 2
Q3) Which one is the main factor that is presenting the importance
and significance of ecofriendly initiatives and sustainable strategies
within hospitality industry?
Frequency
a) Social progress and equality 3
b) Environmental protection 2
c) Conservation of natural resources 4
d) Stable economic growth 6
e) Improved brand image 5
Q4) As per your opinion, what kind of role is played by ecofriendly
initiatives and sustainable strategies on the consumer decision
making while selecting a Hotel?
Frequency
a) Direct role 15
b) Indirect role 3
c) No role 2
Q5) What are the key benefits and advantages which could be
availed by Holiday inn through proper management and implication
of sustainable practices?
Frequency
a) Low operational cost 5
b) Energy Efficiency 6
3

c) Positive reputation in business environment 5
d) Improved creativity and innovation 4
Q6) What are the main challenges that are faced by hospitality
industry which has enhanced the importance of sustainability and
eco-friendly practises?
Frequency
a) Global climate change 4
b) Excessive carbon emission 7
c) Water pollution 3
d) All of the above 6
Q7) Which can be the some more effective sustainable and eco-
friendly practices that can be adopted by Holiday Inn in order to
have improvement in overall performance and productivity level?
Frequency
a) Green hotel practices 7
b) CFL lighting 4
c) Energy-efficient appliances 3
d) Formation of sustainable committee 6
Q8) What overall impact is lead by effective sustainable and eco-
friendly practices on the decision making of customers while
choosing a hotel?
Frequency
a) Positive 18
b) Negative 1
c) No impact 1
Interpretation of research findings
Theme 1: Ecofriendly initiatives and sustainable strategies
Q1) Do you having any implication about the ecofriendly initiatives
and sustainable strategies along with their application within in
hospitality industry ?
Frequency
a) Yes 17
b) No 1
4

c) Neutral perception 2
Interpretation
On the basis of above pie chart an analysis can be made that from a total of 20
participants, 17 were having implication about the eco-friendly initiatives and sustainable
strategies along with their application within in hospitality industry while 1 was unaware about
this along with one remaining participant who were seemed to have neutral perception on above
topic.
Theme 2: Concept of sustainability and eco-friendly strategies has become vital and
important
Q2) Are you agreed with the fact that the concept of sustainability
and eco-friendly strategies has become vital and important for
improved efficiency and success of hospitality sector?
Frequency
a) Strongly agreed 10
b) Agreed 5
c) Disagreed 1
d) Strongly disagreed 2
e) N/A 2
5

Interpretation
It has been find out through current investigation that 10 participants were strongly
agreed with the fact that the concept of sustainability and eco-friendly strategies has become vital
and important for improved efficiency and success of hospitality sector while 5 were agreed.
Along with this, 1 participant seemed to be disagreed along with 2 other who were strongly
disagreed along with 2 more respondents who tend to be neither agreed nor disagreed on the fact
that the concept of sustainability and eco-friendly strategies has become vital and important for
improved efficiency and success of hospitality sector.
Theme 3: Main factor that is presenting the importance and significance of ecofriendly
initiatives
Q3) Which one is the main factor that is presenting the importance
and significance of ecofriendly initiatives and sustainable strategies
within hospitality industry?
Frequency
a) Social progress and equality 3
b) Environmental protection 2
c) Conservation of natural resources 4
d) Stable economic growth 6
e) Improved brand image 5
6

Interpretation
It has been interpreted based on current investigation that Social progress and equality is
a main factor that is presenting the importance and significance of eco-friendly initiatives and
sustainable strategies within hospitality industry as per the view point of 3 participants whereas 2
supported for environmental protection along with 4 more respondents who seemed to be in
support of conservation of natural resources. Beside this, 6 respondents were also there who tend
to have thinking that stable economic growth is a main factor that is presenting the importance
and significance of eco-friendly initiatives and sustainable strategies within hospitality industry
where as 5 were in support of improved brand image.
Theme 4: Role is played by ecofriendly initiatives and sustainable strategies on the
consumer decision making
Q4) As per your opinion, what kind of role is played by ecofriendly
initiatives and sustainable strategies on the consumer decision
making while selecting a Hotel?
Frequency
a) Direct role 15
b) Indirect role 3
c) No role 2
7

Interpretation
On the main and most critical analysis of current investigation comprises of the fact that
15 participants from a total of 20 were having a view point direct role is played by eco-friendly
initiatives and sustainable strategies on the consumer decision making while selecting a Hotel
where as 3 were in favour of indirect role along with the remaining 2 participants who tend to opt
for no role is played by eco-friendly initiatives and sustainable strategies on the consumer
decision making while selecting a Hotel.
Theme 5: Key benefits and advantages of implication of sustainable practices
Q5) What are the key benefits and advantages which could be
availed by Holiday inn through proper management and implication
of sustainable practices?
Frequency
a) Low operational cost 5
b) Energy Efficiency 6
c) Positive reputation in business environment 5
d) Improved creativity and innovation 4
8

Interpretation
With respect to above shown pie chart, an interpretation can be made that 5 participants
were having a view point that low operation cost is a key benefit and advantages which could be
availed by Holiday inn through proper management and implication of sustainable practice while
6 respondents were in favour of energy efficiency. Beside this, it has been also observed that
positive reputation in business environment is also a key advantage which could be availed by
Holiday inn through proper management and implication of sustainable practices where as 4
were in support of improved creativity and innovation.
Theme 6: Main challenges that are faced by hospitality industry
Q6) What are the main challenges that are faced by hospitality
industry which has enhanced the importance of sustainability and
eco-friendly practises?
Frequency
a) Global climate change 4
b) Excessive carbon emission 7
c) Water pollution 3
d) All of the above 6
9

Interpretation
The findings of current investigation is showing that global climate change is a main
challenge which is faced by hospitality industry which has enhanced the importance of
sustainability and eco-friendly practises as per the opinion of 4 respondents where as 7 other
participants were in support of excessive carbon emission. Further, it has also depicted by above
shown pie chart that water pollution is also challenge faced by hospitality industry which has
enhanced the importance of sustainability and eco-friendly practises while the remaining 6 were
respondents tend to be in support of all of the above options.
Theme 7: Effective sustainable and eco-friendly practices
Q7) Which can be the some more effective sustainable and eco-
friendly practices that can be adopted by Holiday Inn in order to
have improvement in overall performance and productivity level?
Frequency
a) Green hotel practices 7
b) CFL lighting 4
c) Energy-efficient appliances 3
d) Formation of sustainable committee 6
10