Consumer Decision Making and Eco-Friendly Hotel Strategies Research

This research project examines the influence of eco-friendly initiatives, strategies, and policies on consumer decision-making when choosing a hotel. The project explores the significance of promoting sustainability within the hospitality industry, identifying specific strategies, policies, and eco-friendly practices employed by hotels to attract customers, with a case study focusing on Holiday Inn. The research delves into the challenges faced by hotels in influencing consumer behavior towards their services, particularly in the context of eco-consciousness. Furthermore, it investigates methods Holiday Inn can use to broaden its consumer base by incorporating sustainable practices. The methodology includes an interpretive approach, employing a survey strategy for data collection, with a focus on primary data to gain insights into consumer preferences and the impact of eco-friendly initiatives. The project also addresses limitations such as time constraints and the scope of data analysis, providing a comprehensive overview of the role of sustainability in shaping consumer choices within the hotel industry.

Research Project

Contents
EXECUTIVE SUMMARY.............................................................................................................1
TOPIC:.............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
CHAPTER 3: METHDOLOGY......................................................................................................4
LITERATURE REVIEW.........................................................................................................7
CHPTER 4: DATA ANALYSIS AND FINDINGS........................................................................8
Research outcomes in an effective form for the intended audience..........................................14
Reflect on the effectiveness of research methods......................................................................14
Research methodologies and lessons learnt by the outcomes...................................................15
CONCLUSION..............................................................................................................................15
Recommendations..........................................................................................................................16
REFERENCES..............................................................................................................................17
APPENDIX....................................................................................................................................20

EXECUTIVE SUMMARY
The consumer decision making is the technique by using which purchasers become aware
of and pick out their desires; accumulate data on how to excellent resolve those desires; examine
opportunity available alternatives; make a purchasing decision; and evaluate their purchase. Now
these days’ consumers are also focus on eco-friendly perspective. So eco-friendly initiatives,
strategies and policies also influence the consumer decision making. This research project was
discussed about the research methods and data collections in order to gather appropriate
information. By using effective strategies and plans, the organisations can enhance the power of
getting attention of customers.
TOPIC:
The role that eco-friendly initiatives, strategies and policies have upon consumer decision
making in choosing a hotel.
CHAPTER 1: INTRODUCTION
Hotels that are eco-friendly and environmentally focused and environment friendly in use
of energy, water and materials that do not intensify impacts on the environment. In order to
getting attention of large base of consumer, eco-friendly initiatives, strategies and policies etc.
play an effective role on the decision making of the customer in context of selection of hotel
(Nilashi and et. al., 2019). Environmental management standards and certifications strengthen
consumer confidence in the hotel service delivery and contribute regarding its financial and
ecological execution through minimising the atmospheric impact and developing management
controls. In current era consumers are eco-friendly and they centred on some ecological area like
minimising water usage beyond the hotel room, cutting down on food waste, removing plastic,
conserving energy, creating a paperless hotel and integrating sustainability in to the hotel
architecture. So by developing policies, strategies and initiatives in these particular areas, a hotel
can get attention of target audiences.
Research aim
“To investigate the impact of eco-friendly initiatives, strategies and policies have upon
consumer’s decision making in selecting hotel.” A case study on Holiday Inn Hotel.
Research objectives
 To examine the importance of promoting sustainability for hospitality industry.
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 To identify the different strategies, policies and eco-friendly initiatives which company
used to invite customers towards its offerings.
 To explore the challenges that Holiday Inn can faced at the time influencing customers
towards its services.
 To determine the ways that Holiday Inn can use to increase their consumer base.
Research questions
 What is the importance of promoting sustainability for hospitality industry?
 What are the different strategies, policies and eco-friendly initiatives which company
used to invite customers towards its offerings?
 What are the challenges that Holiday Inn can faced at the time of influencing customers
towards its services?
 What are the ways that Holiday Inn can use to increase their consumer base?
Research rationale
The assessment is based on the role of eco-friendly initiatives, policies and strategies that
have upon the decision making of customer in order to select a hotel. Through conducting this
study, the researcher can know about the role of eco-friendly strategies or plans and what manner
they influence the decision making of customers (Kim and et. al., 2019). This provides reliable
data and analyse the challenges which faced by a hospitality firm during impacting consumers
regarding its services. By organise this research, knowledge base and core competencies of
investigator will be developed and it can able to perform the research activities in future. Holiday
Inn is a UK based American brand of hotels and a subsidiary of InterContinental Hotels Group.
This venture was founded as US motel chain and it has grown to be one of the world’s largest
hotel chains with 1173 active hotels and over 214,000 rentable rooms. In respective firm, the
main ecological issue like waste energy, waste water and waste disposal which create a direct
affect on the enterprise.
Research Scope
The role of eco-friendly initiatives, strategies and policies has upon the decision making of
customer in order to selection of hotel. In present time, the people are eco-friendly so they prefer
to hotel which make focus on performing ecological activities. In context of this, they consider
number of eco-friendly strategies, policies and initiatives so that they can make focus on
influencing decision making of consumer in order to selection of hotel. The research will
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consider information about the importance of promoting sustainability for hospitality industry,
challenges that Holiday Inn can faced at the time of influencing customers towards its services
and the ways that Holiday Inn can use to increase their consumer base (Martinez Garcia de
Leaniz, Herrero Crespo and Gómez López, 2018). Moreover methodology section will consider
information about the tools and approaches of information gathering in order to complete the
research.
CHAPTER 2: LITERATURE REVIEW
The importance of promoting sustainability for hospitality industry
As per the view of Sharma U. (2018), the role of sustainability is also significant in the
hospitality sector. Hotels require electricity, water, goods that are both consumable and durable
and it also directs to the creation of waste. The waste created is in the form of furniture,
equipment, appliances, bulbs and tubes etc. In present years, the green technology has flourished
so well that it is accessible at reasonable costs (Han, Lee and Kim, 2018). Number of hospitality
firms has begun to utilise the new green development projects. Such projects are supported to
technology that utilises the alternate source of energy such as solar, air, wind etc. to produce
energy. Cost effectiveness, better guest experience, improved brand image and a good corporate
image are some aspect which makes an effective contribution in promoting sustainability for
hospitality sector.
The different strategies, policies and eco-friendly initiatives which company used to invite
customers towards its offerings
As per the view of Hard R. (2019), there are several eco-friendly initiatives have since
become the norm for hotels looking to provide more sustainable services. Energy conservation,
water conservation, recycling and waste reduction, bath amenities, room keys, cleaning products,
food preparation, bottled water alternatives, menu selection, spas and the bottom line are some
ecological friendly initiatives which most of the hotels and hospitality firm considered to invite
customers regarding its offerings.
The challenges that Holiday Inn can faced at the time of influencing customers towards its
services
There are several challenges and issues which are faced by hospitality sector venture in
order to influence consumers regarding its services. Cleanliness is one of them which are highly
faced by organisation because customer mainly focuses on the cleaning and hygiene factor (Five
3

challenges facing the hotel industry. 2020). In current time due to COVID 19, the people are
highly focused on this factor as well as government all make strict policy regarding it so this can
be arise as challenge for hospitality firms. Other challenges are related to technology, meaningful
experience, excellent services and sustainability.
The ways that Holiday Inn can use to increase their consumer base
According to Majdi L. (2021), there are numerous ways that Holiday Inn can consider to
maximise their customer base (Trang, Lee and Han, 2019). The management can consider
different ways such as Hotel guest experience and customer base, mobile marketing for a better
guest experience, optimise company website for voice search to develop the guest experience,
showcase the product utilising virtual reality and 360 degree video, unlock keyless entry for the
ultimate guest experience, install green technology to their advantage, create dedicated spaces for
co-working and upgrade meeting room technology etc. These all plans will assist in maximising
and developing the consumer base of respective firm.
CHAPTER 3: METHDOLOGY
Research methodology is the specific approaches or strategies used to become aware of,
select, method, and analyze data approximately a topic. In a studies paper, the methodology
segment permits the reader to seriously examine a have a look at's universal validity and
reliability. In explaining methodology in brief form, there is Research Onion considered.
Different phases of research onion provided as under:
Research philosophies
It is the first layer of research onion that has does with set of the viewpoint allocated with
nature of the reality that is being study. Different research philosophies are defined as under:
Positivism philosophy- It is based on the thought that the technical knowledge is truce
and classified by hypothesis testing which imitative from existing knowledge theory.
Interpretivism philosophy- It emphasises on utilisation of qualitative method acquire
results. It is observed that it play an essential role in making the sense and also understanding
collection of information.
Within this current research, the researcher will be considered the interpretivism
philosophy as it assists in examining the authors’ insights and views as well as provide optimistic
results (de Leaniz, Crespo and López, 2020).
Research approaches
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It is supported on prior and previously made choices and offers the optimistic results.
Inductive and deductive are different approaches that are mentioned as under:
Inductive approach- It is beneficial when there is small research area. In this,
investigator moves in opposite direction with the purpose of description and observation for the
analysis.
Deductive approach- It tends to flow form the common to brief. Any researcher use this
tool on research hypothesis which tested by gathering of the information.
This study will performed with the use of inductive approach as it provides possibility
and probability of completing the work and earn effective understanding about the particular area
of study in an appropriate form (Nilashi and et. al., 2019).
Research strategies
It is another layer of research onion which connected and associated with collection and
assembling of data or information to organise a study. It can be explains that mind set of
researcher which is associated to approach that is utilised by company. It considers case study,
survey, experiment and many more. All these are the suggestions that can utilise by a surveyor in
context of executing the research. In this study, survey will be used as it enables collecting more
information and answer research questions. It is a reliable approach where is offer accurate and
relevant data. Thus, it will support in meeting demands and executing investigation in more
developed manner.
Research choices
In context of study, there are two choices which are accessible of the surveyor in order to
meet needs. These are qualitative and quantitative. These all are the significant choices that can
be utilised through the investigator in order to accomplish the effective results. This layer of
research onion is linked with the quantitative and qualitative methods; there is a requirement to
choose the appropriate method which provides better results. The qualitative research system
will be used because it provides the rich data through including description and opinions.
Research instrument
There are different research tools and instruments like survey, interview, questionnaire
and others which are used by research in order to collection of data. Questionnaire is selected as
one of the appropriate research instrument that will assist researcher to collect primary data that
directs to accomplishment of reliable and valid outcomes. Also, it is determined that it is the
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effective tool and procedure for which investigator can collect in easier and appropriate data
about the research subject.
Data collection
It is connected to gathering data and information by using the relevant and authentic
sources in an appropriate form. There is primary and secondary tool of data collecting and
assembling that enables in providing the reliable data in order to specific area (Han, Yu and Kim,
2019). In this research, primary method of data collection is more adequate as it offers the fresh
information and data so that results can be summarised.
Research limitation
It is a stated that each research is linked with some type of limitations that is funds, time,
and data analysis and so on which influence on researcher during conducting research processes.
Also, time is one of the key limitations as for completing every process of research, an effective
time is needed by investigator.
Research reliability and validity
The reliability as well as validity of a research is mainly based on the instrument of
primary sources. Also, questionnaire is include as best source and tool because it will assist the
investigator to assemble valid and reliable data regarding the effect of sustainability on supply
chain management.
Sampling
It indicates to a tool within the samples that are chosen from the total population. It can
also be defined a team of individual, objects and items which are taken from a large population
for evaluation. The sample should be representative of the population to assure that the
investigator makes simpler the findings and results from the study sample to the population as a
whole (Nilashi and et. al., 2019). The total population in current research is the employees who
are performing in Holiday Inn. In context of ensuring that information is not hampered in any
form a random selection carried out from the sample size. There are a total of 30 representatives
taken as employees of Holiday Inn in consideration for assembling data in context of research
topic.
Research ethics
These are the moral principles which govern how researchers and surveyors should carry out
their work. These principles are utilised and considered to shape research regulations agreed by
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teams such as communities, governing bodies of institutions and governments. All surveyors
should follow any regulations that apply to their work (Shrestha and et. al., 2018). Within this
research, the surveyor make focus on the codes of conduct to collection, analysis, reporting and
publication of data about research topic.
LITERATURE REVIEW
The importance of promoting sustainability for the hospitality industry
As per the view of Sharma U. (2018), the role of sustainability is also significant in the
hospitality sector. Hotels require electricity, water, goods that are both consumable and durable,
and it also directs to the creation of waste. The waste created is in the form of furniture,
equipment, appliances, bulbs and tubes etc. In present years, green technology has flourished so
well that it is accessible at reasonable costs (Han, Lee and Kim, 2018). A number of hospitality
firms have begun to utilise the new green development projects. Such projects are supported by
technology that utilises an alternate source of energy, such as solar, air, wind etc., to produce
energy. Cost-effectiveness, better guest experience, improved brand image and a good corporate
image are some aspect which makes an effective contribution in promoting sustainability for the
hospitality sector.
The different strategies, policies and eco-friendly initiatives which the company used to invite
customers towards its offerings
As per the view of Hard R. (2019), there are several eco-friendly initiatives that have since
become the norm for hotels looking to provide more sustainable services. Energy conservation,
water conservation, recycling and waste reduction, bath amenities, room keys, cleaning products,
food preparation, bottled water alternatives, menu selection, spas and the bottom line are some
ecological friendly initiatives which most of the hotels and hospitality firm considered to invite
customers regarding its offerings.
The challenges that Holiday Inn can be faced at the time of influencing customers towards its
services
There are several challenges and issues which are faced by hospitality sector venture to
influence consumers regarding its services. Cleanliness is one of them which are highly faced by
the organisation because customer mainly focuses on the cleaning and hygiene factor (Five
challenges facing the hotel industry. 2020). In current time due to COVID 19, the people are
highly focused on this factor as well as the government all make strict policy regarding it, so this
7

can be arise as a challenge for hospitality firms. Other challenges are related to technology,
meaningful experience, excellent services, and sustainability.
The ways that Holiday Inn can use to increase their consumer base
According to Majdi L. (2021), there are numerous ways that Holiday Inn can consider to
maximise its customer base (Trang, Lee and Han, 2019). The management can consider different
ways such as Hotel guest experience and customer base, mobile marketing for a better guest
experience, optimise company website for voice search to develop the guest experience,
showcase the product utilising virtual reality and 360-degree video, unlock keyless entry for the
ultimate guest experience, install green technology to their advantage, create dedicated spaces for
co-working and upgrade meeting room technology etc. These all plans will assist in maximising
and developing the consumer base of the respective firm.
CHPTER 4: DATA ANALYSIS AND FINDINGS
Sampling: It is a tool and method it genuinely is used by an business agency industrial
organisation employer to choose and assort a small period specimen for a large unit of peoples
and community. It allows the investigator to accumulate appropriate and precise facts to fulfil
investigator surveys. In this studies paper, the investigator selects a length of 30 peoples from
human beings of Holiday Inn and examines clean arbitrary sampling.
Theme 1: Concept of consumer decision making
Q1. Do you aware with the concept of consumer decision
making?
Frequency
(a) Yes 18
(b) No 12
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Interpretation- This has been summarised from the mentioned graph that among the group of
30 employees, 18 responders are responded that they have a great understanding regarding
consumer decision making. While remaining 12 people are replied that they have not any
awareness about this conception.
Theme 2: Conception of sustainability
Q2. Do have understating about the conception of
sustainability?
Frequency
(a) Yes 17
(b) No 13
Interpretation- It has been determined from this graphical presentation that between the
selected population of 30 people, 17 are viewed that they are well aware with the sustainability
concept. While enduring 13 individuals are responded that they have not any kind of information
about sustainability and the conception of it.
Theme 3: Importance of promoting sustainability for hospitality industry
Q3. What is the importance of promoting sustainability for
hospitality industry?
Frequency
(a) Cost effectiveness 7
(b) Better guest experience, 8
(c) Improved brand image 9
(d) Good corporate image 6
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Interpretation- From the above defined graphical visualisation, this has been monitored that
among the unit of 30 individuals, 7 people are agreed with cost effectiveness that is the key
significance of promoting sustainability for hospitality sector in order to make development in
the business ventures. While 8 individuals are supported to better guest experiences and 9
persons are responded to improved brand image is the main importance of promoting
sustainability for hospitality sector organisations. Whereas remaining 6 responders are agreed
with good corporate image is the key magnitude in order to promote sustainability for companies
of hospitality sector.
Theme 4: Different strategies, policies and eco-friendly initiatives used by company to
invite customers towards its offerings
Q4.What is the different strategies, policies and eco-friendly
initiatives which company used to invite customers towards its
offerings?
Frequency
(a) Energy conservation 9
(b) Water conservation 11
(c) Recycling and waste reduction 10
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