Impact of Eco-Friendly Initiatives on Hotel Consumer Choices Research

This research project investigates the impact of eco-friendly initiatives and policies on consumer decision-making in the hotel industry, using The Connaught Hotel as a case study. The project includes a research proposal outlining aims, objectives, research questions, and rationale, alongside a literature review exploring the significance of sustainability in the hospitality sector and various eco-friendly strategies. It also examines challenges faced by hotels and potential methods to enhance consumer engagement. The research methodology encompasses research philosophy, approach, strategy, choice, and tools, including a questionnaire for primary data collection, and discusses data sources, sampling, and ethical considerations. The project further details the methods for conducting primary and secondary research, with a focus on data gathering and analysis, including cost considerations and ethical issues.

Research Project

TOPIC:
“To examine the impact of eco-friendly initiatives and policies that impose direct effect
consumer’s decision making in choosing hotel.”
INTRODUCTION
Overview of the research
Hotel is eco-friendly as well as environmentally centres and accepts cloth which does not
impose immediate effect on environment. For getting interest of massive quantity of purchaser,
eco-friendly tools and techniques is most large in taking choices by way of person in context of
choosing lodge. In this record, The Connaught Hotel is taken in to attention. This is a 5 superstar
luxury resort, positioned at the corner of Carlos Place and Mount Street in Mayfair, London. The
hotel is owned and managed by means of Maybourne Hotel Group (Martinez Garcia de Leaniz,
Herrero Crespo and Gómez López, 2018). There are 2 restaurants and 121 rooms. Environmental
management clarification offer make stronger and develops confidence of patron within inn and
maximise involvement in context of monetary performance by way of lowering environmental
effect and developing control manage. In contemporary time, the user are analysed as a eco-
friendly and utilizing ecological regions consisting of minimising water use, reducing meals
waste, lowering utilisation of plastic and integrating system reliability at some stage in section of
term. It is necessary to increase its method in context of getting attention of big patron base.
TASK 1
P1. Create a research proposal
Research aim- “To study impact of eco-friendly initiatives and policies that impose direct effect
on consumer’s decision making in choosing hotel. A case study on The Connaught
Hotel.”
Research objectives
 To study the importance of improving sustainability for hospitality sector.
 To examine several tactics, policies and eco-friendly initiatives that organisation opted to
invite user in respect of offerings.
 To analyse the challenges which are confronted by The Connaught Hotel for impacting
consumer in respect to services.
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 To determine the methods and tools The Connaught Hotel can accept or follow to
develop consumer base.
Research questions
 What is the importance of improving sustainability for hospitality sector?
 What are several tactics, policies and eco-friendly initiatives that organisation opted to
invite user in respect of offerings?
 What are the challenges which are confronted by The Connaught Hotel for impacting
consumer in respect to services?
 What are the methods and tools The Connaught Hotel can accept or follow to develop
consumer base?
Research rationale
This assessment is based on role of initiatives policy as well as strategies o eco-friendly
atmosphere which support in taking decision by its user for selecting a hotel. By conducting this
sort of research, the surveyor centres on developing understanding about eco-friendly strategy
that assist in taking decisions during specific phase of time period (de Leaniz, Crespo and López,
2020). This provide relevant information as a challenges that is confronted by hospitality
organisation during specific stage of time period by analysing study, core competency associated
to researcher that help in organising research in an effective form. Along with this, the
Connaught Hotel is determined as a large hotel that offers better services to its user during
specific phase of time period. In context of company, the environmental issues such as waste
water, waste energy that generate directly affect on company.
Background of the research
It is connected to eco-friendly tactics and plan posses direct effect on user for selecting a
hotel. In existing time, the people is monitored as a eco-friendly so that the prefer hotel that
highlights on performing environmental function. In context of these, there are numerous sorts of
plans associated to ecological atmosphere which support customer in taking decision for
selecting a hotel. Along with this, the research will analyse data about the development of
sustainability within hospitality sector (Bohdanowicz, 2005). There are several sorts of issues
that are tackled by selecting hotel in context of services offered by them. Along with this, it is
required to analyse approaches for gathering information that support in assembling investigation
during specific phase of time frame.
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LITERATURE REVIEW
The significance of improving sustainability for hospitality sector
According to Sharma U. (2018), the function of sustainability is likewise essential within the
hospitality quarter. Hotels require strength, water, goods which can be each sensitive and sturdy
as properly because it additionally leads to the configuration of wastage. The waste created is in
the shape of fixtures, device, home equipment, bulbs and tubes etc. In gift time, the
inexperienced generation has grown so well that it's far on hand at reasonable fees. Number of
hospitality companies has started to utilisation of the brand new inexperienced improvement
tasks (Modica and et. Al., 2020). Such research take a look at are based on generation which
makes use of the change source of energy along with sun, air, water, wind etc. To fabricate
energy. Cost effectiveness, better guest revel in, evolved emblem picture and an amazing
company photograph are a few aspects that makes an effective engagement in promoting
sustainability for hospitality enterprise.
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 R. (2019), there are exclusive green initiatives have due to
the fact come to be the norm for resorts trying to provide extra sustainable centers. Energy
conservation, recycling and wastage decrease, both facilities, room keys, cleansing and hygiene
products, meals coaching, bottled water options, menu collection, spas and the bottom line are a
few environmental friendly plans that numerous hospitality company are taken in to
consideration to invite clients regarding its services.
Challenges which are confronted by Holiday Inn for influencing user in respect of services
There are several issues and confronts which might be confronted by using hospitality
region organization in order to persuade customers regarding its services, Cleanliness is one
among them which might be substantially arisen inside the organisation as consumer majorly
cognizance on the cleanliness and hygiene and cleaning (Kang, Lee and Huh, 2010). Also, the
government of the country additionally made effective guidelines approximately it, so that is get
up troubles for lodge quarter corporations. Other problems are associated with era, meaningful
revel in, effective centers and sustainability.
Methods Holiday Inn can adopt to enhance consumer base
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According to Majdi L. (2021), there are numerous paperwork that Holiday Inn can don't
forget to maximise their number of client. The control can recall distinct paperwork which
includes Hotel guest revel in and purchaser base, cell advertising and marketing for effective
customer knowledge, optimise organization website for voice search to develop the customer
enjoy and others. Additionally, they are able to include upgrade assembly room era deploy
inexperienced generation and make dedicated areas for co-operating and so forth. These all
movements and strategies in maximising and developing the quantity of customers of specific
enterprise mission.
P2. Study proper research methods as well as organise primary and secondary research
The explanation of research methods are explained as below with the support of research
onion:
Research philosophy: It is majorly of two kinds that interpretivism and positivism. It is
analysed that each the research philosophy are important for figuring out the importance of
developing sustainability for hospitality industry (Han, Lee and Kim, 2018). For the current
studies, positivism studies philosophy is opted by using the surveyor as it helps to assess the
information in efficient manner motive of which valid justification is evolved.
Research approach: There are two styles of methods deductive and inductive. For this
research, deductive device is taken into consideration because it assist in executing undertaking
or task and evaluating quantitative facts within less time and fee. Along with this, inductive
statistics inside less time and fee. Also, inductive approach isn't always relevant because it does
not provide information in context of research subject matter.
Research approach: There are numerous sorts of investigation inclusive of quantitative,
survey, action orientated, case study, qualitative and others. It is analyse that every one the
research techniques is vital but for the current look at, the investigation will recall survey as it
permit in presenting reliable and powerful information in the correct way.
Research preference: There are sorts like quantitative and qualitative. Both the studies
choice is importance for developing sustainability of hospitality region. But according to subject
matter quantitative research choice is suitable cause of assist in establishing research that is
supported to records figures and data.
Research device: There are specific tools consisting of interview, survey, questionnaire and
lots of more (Leonidou and et. Al., 2013). Questionnaire is covered as an effective tool of studies
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as it allows in gathering number one facts which direct to attainment of valid and applicable
consequences.
Data sources: There are fundamental sorts of statistics series such number one and
secondary. In order to gather records from secondary source, the investigator can opt books,
journals, articles, websites and many greater. Along with this, primary supply include
questionnaire, interviews and others. In this study, the researcher will comply with questionnaire
as it aid in providing valid and appropriate statistics.
Research sampling: In this current research, the researcher will consist of easy random
sampling method that may be a section of probability sampling (Martinez Garcia de Leaniz,
Herrero Crespo and Gómez López, 2018). The key reason for choosing random sampling
approach is to offer same threat to human beings. Therefore, with the support of it, 30 employees
of the Connaught Hotel are taken into consideration.
Research trouble: It is described that every studies is associated with a few form of
limitations that is finance, time, records examine and others which influence on researcher at
some point of undertaking studies actions. Also, time is one of the key boundaries due to the fact
for accomplishing for every technique of studies, an powerful time body is needed by
investigator.
Research reliability and validity: The reliability and validity of studies is supported to the
tool of number one supply. Along with this, questionnaire is thinking about as satisfactory
method as it will assist researcher to gather relevant and legitimate statistics approximately the
effect of sustainability on deliver chain management.
Time horizon: It is any other vital phase of studies in context of find out the preliminary
and the final touch time frame of aid moves (de Leaniz, Crespo and López, 2020). For this Gantt
chart is used due to the fact it is a graphical tool if you want to enable surveyor to become aware
of or determine starting and last tome frame for accomplishment of research.
Gantt Chart
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TASK 2
P3. Conduct primary and secondary research by adopting proper methods for business research
project that determines costs, access an ethical issues
There are different forms that are analysed for gathering or assembling data and content in
effective form that is defined as below:
Primary method is a method that supports in gathering information & data in an effective
manner. The researcher centres on collecting information by effective source like survey, group
discussion and others. It is analysed as tool that is required for organising research in effective
manner. Primary study refers to the research that has considered the collecting or clean and
unique facts concerning particular research undertaking (Saravanan and et. al., 2018). At the time
of carrying out research, the investigator gathers clean and natural data instead relying on
accessible statistics in database and other publications. This form of inspect is often completed
with the aim of offering new information, the researcher collects pure and first hand information
instead on relying on hand facts in database and other publications. This kind of research is
ordinarily carried out with the goal of offering new data cause of the number one studies is
likewise called authentic research. By establishing primary research, investigators purpose to
reaction questions that have no longer been responded or even asked before (Gupta and Barua,
2018). This degree of originality installation number one observes aside from secondary
research. In context of data collection with the support of primary method, the surveyor can
conduct surveys, interviews, observations and consciousness business venture etc.
Secondary method is crucial for gathering data within time. Along with this, secondary
method provides support in gathering information and data about particular research area or
study topic. There are different sources such as magazines, books, articles, journals and many
more which offers support in offering data during specific phase of time period. Along with this,
the investigator centres on utilising different methods for collecting or assembling information
that is effective in offering content which is reliable and valuable for attaining specific research
objectives in limited time frame. Secondary method includes energetic involvement form the
surveyor themselves, as well as considers the synthesis facts and literature that has been
conducted and to be had through others. At the time of organisation of secondary research,
researcher opts and determines data from primary research tool. Secondary research is widely
included in several sections of research and areas such as legal and market research. The quantity
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of data accessible on a particular theme may be overshadowing at the starting of the secondary
research process.
Research questions should be utilised and considered to lead the investigator so that they
concentrate on finding out project scrupulous information. The best source to response a
particular study, question may vary broadly and a single project will likely need more than on
source. Within this technique, the records is amassed with the aid of extraordinary sources such
as books, journals, magazines, articles, authorities firms, instructional institutes and business
records resources and many more (Qingquan and et. al., 2020). Within this current era research
project, the investigator will opt and follow primary research because it offers the surveyor
whole ownership of the assembled statistics that is greatly beneficial for companies in a
wonderful competitive marketplace. Along with this, with the use of primary method, the
investigator can gather fresh and authentic information material regarding the have a look at are
first hand information about look at area.
Cost an important component, without it primary and secondary investigation is not
conducted in more effective and appropriate form (Ali and et. al., 2020). For conducting primary
s well as secondary research, there are appropriate finance required that support in accomplishing
in computing research in amended manner and in provided time duration.
Access this s another tool which can be considered by the research in order to analyse for
conducting this research or study in adequate form. Along with this, the researcher centres on
assembling information and data from representative and their main focus on collecting and
assembling data by utilising computer system of technology for long time period. It is included
that this tool or method is considered and offers support to investigator in accomplishing both
investigations and studies in appropriate form.
Ethical issues The importance for investigators to make sure that moral principle are
analysed at the time of establishing research system in context of imparting or establishing
primary in addition to secondary studies. Along with this, there are diverse type of ethical issues
in context of knowledgeable consent and so on. Thus, it is had to behavior a survey in moral
manner.
Sampling- It is an interest that is utilised in numerical or statistical determination within a
predetermined quantity of observations is associated from a huge population. The method
utilised to pattern from a massive population that associated to the form of determination being
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selected. It is the furthest removed from a possible bias as there is no human judgement
blanketed in deciding on the pattern. Systematic sampling starts at a random beginning point
inside the population and makes utilise of a hard and fast, periodic language to pick out gadgets
for a pattern. The sampling programming language is calculated as the aspects of population are
split through the sample size. In current have a look at, the investigator will use easy random
sampling device as it support in saving time and resources (Ali and et. al., 2019). It additionally a
legitimate and applicable tool of collecting data wherein each and every person of a population is
chosen randomly. There are 30 people are selected by the research as responders in order to
collect and assemble information. These selected people may be employees of The Connaught
Hotel who will provide their support to investigator in order to meet research or investigation
area.
Questionnaire It denotes to that file that is analysed as a series associated to impeach
linked to specific vicinity of studies that guide in assembling information for effective of
completion linked to assessment of research (Polinori and et. Al., 2018). Along with this, the
man or woman can centres on assembling facts by way of utilising on the spot communication
and interplay with person.
Questionnaire
Q1. Do you understanding regarding concept of sustainability?
(a) Yes
(b) No
Q2. Do you agree with concept related to decision taken by consumer?
(a) Agree
(b) Disagree
Q3. What is the importance of improving sustainability for hospitality sector?
(a) Cost efficiency
(b) Superior corporate image
(c) Increase brand image
(d) Superior guest experience
Q4. What are several tactics, policies and eco-friendly initiatives that organisation opted to
invite user in respect of offerings?
(a) Recycling and wastage reduction
(b) Water conservation
(c) Energy conservation
Q5. What are the challenges which are confronted by The Connaught Hotel for impacting
consumer in respect to services?
(a) Poor services and sustainability
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(b) Irrelevant experience
(c) Cleanliness as well as hygiene issues
(d) Technological challenges
Q6. What are the methods and tools The Connaught Hotel can accept or follow to develop
consumer base?
(a) Develop meeting space technology
(b) Mobile marketing that offer experience to guest
(c) Hotel visitors experience as well as consumer base
(d) Establish green technology
Q7. Do you agree that by introducing green technology is effective plan that offers support
in maximising consumer base for selected hotel?
(a) Yes
(b) No
Q8. Do you agree that eco-friendly initiatives and policies are required for user to take
decision for selecting a hotel?
(a) Agree
(b) Disagree
Q9. Do you support that Recycling and wastage reduction is an effective tactic, policy and
eco-friendly initiative that organisation opted to invite user in respect of offerings?
(a) Yes
(b) No
Q10. Offer suggestions in respect of challenges which Holiday In can in reference of
influencing audiences regarding its facilities
P4. Apply effective analytical tools to determine research findings
Theme 1: understanding regarding concept of sustainability
Q1. Do you understanding regarding concept of sustainability? Frequency
(c) Yes 17
(d) No 13
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