Evaluating Sustainability in the Hospitality Industry: A Project

This research project explores the critical role of sustainability within the hospitality industry, examining its influence on consumer decision-making processes. The project investigates the impact of eco-friendly policies, strategies, and initiatives on consumer choices when selecting a hotel, using Holiday Inn as a case study. It addresses key objectives, including the significance of sustainability, the effect of eco-friendly practices on consumer decisions, and the identification of effective sustainability strategies. The research employs a deductive approach, utilizing a quantitative survey method for data collection and analysis. It outlines the research methodology, including research philosophy, approach, choice, strategy, data collection methods, sampling techniques, and ethical considerations, such as data privacy and informed consent. The project emphasizes the importance of water conservation and waste reduction as key eco-friendly initiatives and provides a comprehensive overview of the research process, including timeline and cost.

Research Project
(Sustainability in the
Hospitality Industry)
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TITLE: “Sustainability in the Hospitality Industry”
INTRODUCTION
In hospitality industry, Sustainability is the significant concept which contributes in
making a business sustainable and successful. The hospitality industry had intense environmental
influence by water and energy consumption, use of consumable and durable goods and
hazardous and solid waste creation (Jones, Hillier, and Comfort, 2016). For reducing the impact
on environment, it is necessary to adopt sustainable or green operations within the organisation.
This project aims to analyse the role of eco-friendly policies, strategies and initiatives on
decision making of consumers when selecting a hotel. It covers objectives and questions which
provides the direction to researcher to accomplish the main aim of study.
Aim
The aim associated with this study is “to evaluate about the role of ecofriendly initiatives
and sustainable strategies on the decision making of consumer while selecting a Hotel. A study
on Holiday Inn.”
Objectives
The objectives associated with this study are provided as follows:
1. To review about the concept of sustainability along with its importance and significance
for hospitality industry.
2. To determine the role of ecofriendly initiatives and sustainable strategies on the consumer
decision making while selecting a Hotel.
3. To identify some more effective eco-friendly initiatives and strategies for Holiday inn to
have improvement in its overall productivity and performance level.
Questions
The research questions in relation to this study are as follows:
1. What is the concept of sustainability along with its importance and significance for
hospitality industry?
2. What is the role of ecofriendly initiatives and sustainable strategies on the consumer
decision making while selecting a Hotel?
3. What are some more effective eco-friendly initiatives and strategies for Holiday inn to
have improvement in its overall productivity and performance level?
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LITERATURE REVIEW
Concept of sustainability and its significance for hospitality industry
Sustainability can be defined as meeting own needs without negotiating the ability of
future generations to mitigate their needs. Sustainability is a crucial concept which aims to utilize
resources efficiently for the benefit of community. Maintaining sustainability will help in
developing healthy communities and it also helps business organisation in gaining competitive
advantage in market. As per the viewpoint of Tracy Stottler, (2018), hoteliers have emphasized
on significance of sustainability in hospitality sector as it is associated with development and
operations of Hotel, involving the economic, environmental and social impact (The Importance
of Sustainability in the Hospitality Industry, 2018). Maintaining sustainability is highly
significant for the organisation as it saves the cost of company by reducing operating cost and
improving the experience of customers. Apart from this, adopting sustainable operations leads to
provide economic incentives to hotel.
Role of ecofriendly initiatives and sustainable strategies on the consumer decision making while
selecting a Hotel
As per the views of Niti Kasliwal and Srishti Agarwal, (2019),with the rapid degradation
of environment as well as changing lifestyle of consumers, organisation have started moving
towards the sustainability concept. Today, the success of hospitality organisation rely on
preserving cultural and natural attractions which compel people to visit the destination. The
hospitality organisation adopt sustainable business strategies in order to attract the consumers
looking for socially and environmentally responsible services and to improve efficiency of
operations. The sustainable strategies and ecofriendly initiatives of hotel plays significant role in
decision making of consumers regarding the selection of Hotel(Ozturkoglu, Sari, and Saygili,
2019). People are more inclined towards those organizations that perform their operation in
sustainable way. They attract more towards those hotels which socially and environmentally
responsible and thus, impacts on their decision regarding selection of Hotel.
Different effective eco-friendly initiatives and strategies for Holiday inn to bring improvement in
its overall productivity and performance level
As per the viewpoint of Rob Hard, (2019), the concerns of environment and acceptance of
eco-friendly activities or practices continue to increase. This make it necessary for the hoteliers
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to expand their knowledge on sustainability and adopt eco-friendly initiatives. There are some
effective eco-friendly strategies and initiatives that can be adopted by Holiday Inn in order to
bring improvements in its performance and productivity level. Water conservation is one of the
initiative that can be taken by hotel. The hotel can execute ways which help in reducing the use
of water within kitchens, pools, guest room, spas and laundries. They use chemicals to treat
water and clean facilities. Recycling and waste reduction is the another strategy which can be
used by hotel. Reducing the use of disposables and paper help in waste reduction.
RESEARCH METHODOLOGY
Research Philosophy is belief regarding the way of data collection about a phenomenon.
Interpretivism and positivism are the two common research philosophies types which are mainly
used in researches. The interpretivism research philosophy is based on the principle which
depicts that investigator perform particular role in observing social world. Whereas, the another
philosophy, i.e., positivism philosophy of research asserts that social world can be understood in
objective way (Kumar, 2018). This study uses positive philosophy as it is related to the actual
knowledge and the researcher’s role is limited to acquisition and data interpretation objectively.
However, when set beside complexity of social phenomena, its search for perfect scientific
methodology standards is too impractical.
Research approach can be stated as a plan for research. There are two kinds of research
approaches which are commonly used including inductive and deductive research approach. The
Inductive approach aims to develop theory and deductive approach is used to test present theory.
In this particular investigation, researcher will use deductive research method as this perceptive
works from general to specific (Mackey, and Gass, 2015). The main reason of using this
approach is that with this approach, it is possible to explain causal relationship between variables
and concepts. However, this approach heavily relies on initial premises being correct.
Research Choice
Research choices are the methods which seeks to inform researcher regarding what data is
gathered by responsible research institution online. Two types of research choices are there
involving quantitative and qualitative research choice. In quantitative research choice, numbers
and statistics are considered and in qualitative research choice, meaning and words are
considered. this research will make use of quantitative research choice as it will allow researcher
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to test hypothesis to systematically collection and analysis of data (Habib, Pathik, and Maryam,
2014). However, it can be limited in its search of statistical, and concrete relationship that can
lead to overseeing broader relationships and themes.
Research Strategy
The quantitative survey, action oriented research, systematic literature review, qualitative
interviews, case study research, experimental research etc. are different research strategies types
which investigator can be used while performing research to collect data. In relation to this
study, researcher will make use of quantitative survey method. The main reason of using this
strategy is that its representativeness is higher and strategy has good numerical significance.
However, the chances of errors in the information and data are high due to biasness.
Data Collection and Analysis Method
There are two methods through which data can be collected through using primary and
secondary method. In primary method, the data gathered by the researcher is completely fresh.
On the other side, secondary method is use to collect the data which is already gathered before
(Murshed, and Zhang, 2016). This study uses both primary and secondary data collection
methods. Questionnaire will be used by the research so that primary data can be gathered
adequately and for collection of data through secondary sources, articles, books and journals will
be used. Using both methods allow researcher to gather data in ample amount so that validity of
research can ensure.
Sampling can be defined as procedure within which predetermined sample size is taken
from the large population. Probability sampling and non-probability sampling are the two
methods which can be utilized to select sample. In this study, distributor will use random
sampling method so that sample can be collected from large population. The main advantage of
using this method is its simplicity and lack of biasness. The sample size in relation associated
with this study will be 20 respondents (King, and Mackey, 2016).
Cost of the research is a significant aspect in study. The cost associated with this research
study will be 500 pounds. Apart from this, the data of the study will be accessible through
investigator and other team members. There are some ethical issues associated with the research
which is necessary to be taken into consideration. One of the issue associated with the study is
maintaining privacy and confidentiality of data. It is very necessary for the researcher to
maintain data confidentiality and ensure that it cannot be shared to third person. Moreover,
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taking informed consent from participants prior to involve them into study is necessary (Habib,
Pathik, and Maryam, 2014).
Research Timeline
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