Analyzing Eco Lodges' Role in Sustainable Hospitality Development
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AI Summary
This research project examines the concept of eco lodges and their role in fostering sustainable development within the hospitality industry, using Claridge Hotel as a case study. The study investigates customer behavior and attitudes towards eco lodges, recognizing their potential to enhance company performance through optimized resource utilization and environmental impact reduction. The project employs a deductive approach, utilizing questionnaires for primary data collection and secondary sources such as publications and websites. The report outlines research methodologies including research philosophy, approach, strategy, and methods. The findings and recommendations aim to provide insights for hotel administration to develop effective strategies for long-term sustainability and customer satisfaction. The report also includes an executive summary, table of contents, introduction, research methodology, main body with findings, recommendations, reflection, conclusion, and references.

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Executive Summary
There is a concept of eco lodges have emerged in the field of hospitality that is based on
making optimum use of resources in order to promote sustainability within industry. It is
analyzed that this concept plays major in improving performance of company. There are some
challenges also associated with this such as increasing in overall cost. So, hotel administration
needs to keep proper control over expenses in order to earn adequate profit margin. It will help
company to maintain long term sustainability and meeting with needs and requirements of
customers at the same time.
There is a concept of eco lodges have emerged in the field of hospitality that is based on
making optimum use of resources in order to promote sustainability within industry. It is
analyzed that this concept plays major in improving performance of company. There are some
challenges also associated with this such as increasing in overall cost. So, hotel administration
needs to keep proper control over expenses in order to earn adequate profit margin. It will help
company to maintain long term sustainability and meeting with needs and requirements of
customers at the same time.

Table of Contents
INTRODUCTION.......................................................................................................................................4
Research Methodology............................................................................................................................5
Main Body and Findings.......................................................................................................................11
Recommendations.................................................................................................................................18
Reflection..............................................................................................................................................18
CONCLUSION.........................................................................................................................................20
REFERNCES............................................................................................................................................21
INTRODUCTION.......................................................................................................................................4
Research Methodology............................................................................................................................5
Main Body and Findings.......................................................................................................................11
Recommendations.................................................................................................................................18
Reflection..............................................................................................................................................18
CONCLUSION.........................................................................................................................................20
REFERNCES............................................................................................................................................21
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INTRODUCTION
Overview of study:
In the current business environment customers are considered as crucial part of business so it is
imperative to analyze their behavior, attitudes in order to provide them better products and
services. For this, managers undertake effective market research so that they get to know
regarding needs and requirements of buyers (Ban and Ramsaran, 2017). By this, they also get to
know recent facts and updated inform in terms of prevailing trends in market. Here, Customers
relationship management plays a crucial role in maintaining long term relationship with
customers by providing them effective products and services. There is new concept called eco
lodges have been adopted in hospitality industry as per which small accommodations are situated
within remote locations. These lodges have generally less than 30 rooms and designed in such a
way to minimize adverse impact over environment. These are located far from urban areas near
to greeneries where people can enjoy nature with lower pollution. Main aim of these eco lodges
is to support local people and enhance employment opportunities in local areas. Now, customers
are also smart so it is imperative to collect information regarding their needs, requirements
before adopting a new concept. Sometimes, it might possible that customers do not given
positive response towards the new experiment. Here, eco lodges play a crucial role in improving
sustainable development in hospitality industry by making optimum use of available resources
and minimize negative impact over environment. The current project is undertaken in order to
analyze role of eco lodges in sustainable development of hospitality organizations. Further, there
is a appropriate methodologies have been used in order to gather appropriate information that
will further help to prepare appropriate strategies. Lastly, it also comprises findings as well as
recommendations on the basis of facts and findings through research.
Overview of company:
In the present project, Claridge is considered that is a well known hospitality organization
based on UK. It is a five start hotel which is manage as well as controlled by Maybourne hotel
group. It was founded in the year of 1812 (Mejia, 2019). It provides ample of facilities such as
room services, spa, bar and more. The current report is based on analyzing role of eco lodges in
Overview of study:
In the current business environment customers are considered as crucial part of business so it is
imperative to analyze their behavior, attitudes in order to provide them better products and
services. For this, managers undertake effective market research so that they get to know
regarding needs and requirements of buyers (Ban and Ramsaran, 2017). By this, they also get to
know recent facts and updated inform in terms of prevailing trends in market. Here, Customers
relationship management plays a crucial role in maintaining long term relationship with
customers by providing them effective products and services. There is new concept called eco
lodges have been adopted in hospitality industry as per which small accommodations are situated
within remote locations. These lodges have generally less than 30 rooms and designed in such a
way to minimize adverse impact over environment. These are located far from urban areas near
to greeneries where people can enjoy nature with lower pollution. Main aim of these eco lodges
is to support local people and enhance employment opportunities in local areas. Now, customers
are also smart so it is imperative to collect information regarding their needs, requirements
before adopting a new concept. Sometimes, it might possible that customers do not given
positive response towards the new experiment. Here, eco lodges play a crucial role in improving
sustainable development in hospitality industry by making optimum use of available resources
and minimize negative impact over environment. The current project is undertaken in order to
analyze role of eco lodges in sustainable development of hospitality organizations. Further, there
is a appropriate methodologies have been used in order to gather appropriate information that
will further help to prepare appropriate strategies. Lastly, it also comprises findings as well as
recommendations on the basis of facts and findings through research.
Overview of company:
In the present project, Claridge is considered that is a well known hospitality organization
based on UK. It is a five start hotel which is manage as well as controlled by Maybourne hotel
group. It was founded in the year of 1812 (Mejia, 2019). It provides ample of facilities such as
room services, spa, bar and more. The current report is based on analyzing role of eco lodges in
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sustainable development of company. It will help hotel administration to prepare effective
strategies to ensure future growth and success of business.
Research Aim: The aim of current study is “to analyze behavior of customers along with the role
of eco lodges in sustainable development of hospitality industry”. A study on Claridge”
Research Objectives
To understand the concept of Eco lodges.
To analyse the role of Eco lodge in sustainable development.
To determine the customer buying behaviour towards Eco lodges in hospitality industry
Research Questions
What is the concept of Eco lodges?
What is the role of Eco lodge in sustainable development?
What kind of behavior customers have towards Eco lodges in hospitality industry?
Rationale of research:
The main purpose of current research is to gain detailed understanding regarding the concept of
eco lodges in hospitality industry. This is a vital concept that is useful in order to deal with
environmental problems and gain sustainability within hospitality industry (Mic and Eagles,
2019). In addition, it is helpful to know role of eco lodges in sustainable development that will
further help researcher to prepare appropriate strategies for betterment of company. It will
provide vast knowledge on the topic that will help to understand behavior, attitudes of customers
regarding use eco lodges in hospitality industry. By this, researcher can prepare necessary
strategies that will lead organization towards higher success and growth. During research,
researcher will gain different skills such as communication, problem solving, analytical skills
and more that will further guide them in getting growth and enrichment in professional career.
Research Methodology
Research methodology is a complete process which is undertaken by researcher in order
to perform research practices in an appropriate way. There are ample of steps are included in
research methodology that are given as under:
strategies to ensure future growth and success of business.
Research Aim: The aim of current study is “to analyze behavior of customers along with the role
of eco lodges in sustainable development of hospitality industry”. A study on Claridge”
Research Objectives
To understand the concept of Eco lodges.
To analyse the role of Eco lodge in sustainable development.
To determine the customer buying behaviour towards Eco lodges in hospitality industry
Research Questions
What is the concept of Eco lodges?
What is the role of Eco lodge in sustainable development?
What kind of behavior customers have towards Eco lodges in hospitality industry?
Rationale of research:
The main purpose of current research is to gain detailed understanding regarding the concept of
eco lodges in hospitality industry. This is a vital concept that is useful in order to deal with
environmental problems and gain sustainability within hospitality industry (Mic and Eagles,
2019). In addition, it is helpful to know role of eco lodges in sustainable development that will
further help researcher to prepare appropriate strategies for betterment of company. It will
provide vast knowledge on the topic that will help to understand behavior, attitudes of customers
regarding use eco lodges in hospitality industry. By this, researcher can prepare necessary
strategies that will lead organization towards higher success and growth. During research,
researcher will gain different skills such as communication, problem solving, analytical skills
and more that will further guide them in getting growth and enrichment in professional career.
Research Methodology
Research methodology is a complete process which is undertaken by researcher in order
to perform research practices in an appropriate way. There are ample of steps are included in
research methodology that are given as under:

Research Philosophy: It is considered as important part of overall research which
includes beliefs as per which different research practices are performed. Two major types of
research philosophies are interpretivism and positivism (Kumar, 2018). For current research,
positivism approach is taken into consideration as it will help researcher to drive inferences on
the basis of factual knowledge which has been developed through observation and experience.
By this way researcher will be able to drive positive outcomes for success of overall project.
Research Approach: It refer to the plans and step by step process in terms of data
collection, analysis as well as interpretation. These steps are followed by researcher with an aim
to reach at meaningful conclusion. There are two major approaches of research such as inductive
and deductive approach. In inductive research main emphasis to develop a new theory whereas
deductive approach is based on testing of a predefine theory. For current study, deductive
approach has been used as it provides generalized information in limited period of time. Apart
for this, it is also suitable to work with quantitative data and also help to draw appropriate results
in an effective manner.
Research Strategy: It is considered as an action plan which is prepared with an aim to
conduct research in a systematic way. There are a lot of research strategies such as case study,
observation, questionnaire and more can be used by researcher (Opoku, Ahmed and Akotia,
2016). But these all strategies have their own benefits as well as drawbacks so it is vital to select
an appropriate strategy that will lead towards better outcomes. In present research, questionnaire
has been used as the research strategy as it will help to gather ample of information from
respondents in time as well as cost effective manner.
Research Methods:
These are the ways which enable an investigator to collect appropriate information in an
efficient manner. Types of research methodologies are given as under:
Quantitative research method: It deals with numerical data through mathematical and
statistical techniques with an aim to gather reliable information. Here, data is collected as well as
present in numerical forms so it is vital to have strong analytical skills to perceive information
through this method. In addition, data is also analyzed through statistical techniques and tools in
includes beliefs as per which different research practices are performed. Two major types of
research philosophies are interpretivism and positivism (Kumar, 2018). For current research,
positivism approach is taken into consideration as it will help researcher to drive inferences on
the basis of factual knowledge which has been developed through observation and experience.
By this way researcher will be able to drive positive outcomes for success of overall project.
Research Approach: It refer to the plans and step by step process in terms of data
collection, analysis as well as interpretation. These steps are followed by researcher with an aim
to reach at meaningful conclusion. There are two major approaches of research such as inductive
and deductive approach. In inductive research main emphasis to develop a new theory whereas
deductive approach is based on testing of a predefine theory. For current study, deductive
approach has been used as it provides generalized information in limited period of time. Apart
for this, it is also suitable to work with quantitative data and also help to draw appropriate results
in an effective manner.
Research Strategy: It is considered as an action plan which is prepared with an aim to
conduct research in a systematic way. There are a lot of research strategies such as case study,
observation, questionnaire and more can be used by researcher (Opoku, Ahmed and Akotia,
2016). But these all strategies have their own benefits as well as drawbacks so it is vital to select
an appropriate strategy that will lead towards better outcomes. In present research, questionnaire
has been used as the research strategy as it will help to gather ample of information from
respondents in time as well as cost effective manner.
Research Methods:
These are the ways which enable an investigator to collect appropriate information in an
efficient manner. Types of research methodologies are given as under:
Quantitative research method: It deals with numerical data through mathematical and
statistical techniques with an aim to gather reliable information. Here, data is collected as well as
present in numerical forms so it is vital to have strong analytical skills to perceive information
through this method. In addition, data is also analyzed through statistical techniques and tools in
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order to get reliable information. So, this method is helpful in getting systematic as well as
appropriate information to attain predefined research purpose.
Qualitative research method: Under this, data is collected as well as analyzed through
various sources such as focus group, interview and more. It is a way to gather detailed and
indepth information. This method is used to deal with non numerical data set. Here, researcher
can also get some additional information as they get opportunity to personally interact with
respondents. It is consider as a better way to get detailed information on a particular topic
(McPhail and Lourie, 2017).
Data collection:
It is a crucial step of research under which necessary data is gathered through different
sources in order to draw appropriate conclusions. Different sources of data collection are given
as under:
Primary source: Here, data is gathered by researcher with own efforts so it is completely
raw & authentic. In this, investigator personally interacts with respondents to gather required
information so has a scope to get some additional data that will further help in completion of
research. There are a lot of sources of primary data collection that are given as under:
Survey: In this, investigator carries out a survey in order to collect necessary information
form respondents. With this, necessary information can be gathered for the purpose of
research that will help to reach at meaningful conclusion within stipulated period of time.
Observation: It is also a crucial way under which researcher observe behaviour, attitude
of respondents to make necessary inferences. This method is used widely as the time of
launch of a new product and service. It helps researcher to get detailed information in
order to get positive outcomes (Park, 2017).
Questionnaire: Here, a set of questions is prepared as per the requirement of research then
information is gathered through this questionnaire. It is considered as one of the best and
most suitable way to collect first hand information in timely manner.
Advantages:
appropriate information to attain predefined research purpose.
Qualitative research method: Under this, data is collected as well as analyzed through
various sources such as focus group, interview and more. It is a way to gather detailed and
indepth information. This method is used to deal with non numerical data set. Here, researcher
can also get some additional information as they get opportunity to personally interact with
respondents. It is consider as a better way to get detailed information on a particular topic
(McPhail and Lourie, 2017).
Data collection:
It is a crucial step of research under which necessary data is gathered through different
sources in order to draw appropriate conclusions. Different sources of data collection are given
as under:
Primary source: Here, data is gathered by researcher with own efforts so it is completely
raw & authentic. In this, investigator personally interacts with respondents to gather required
information so has a scope to get some additional data that will further help in completion of
research. There are a lot of sources of primary data collection that are given as under:
Survey: In this, investigator carries out a survey in order to collect necessary information
form respondents. With this, necessary information can be gathered for the purpose of
research that will help to reach at meaningful conclusion within stipulated period of time.
Observation: It is also a crucial way under which researcher observe behaviour, attitude
of respondents to make necessary inferences. This method is used widely as the time of
launch of a new product and service. It helps researcher to get detailed information in
order to get positive outcomes (Park, 2017).
Questionnaire: Here, a set of questions is prepared as per the requirement of research then
information is gathered through this questionnaire. It is considered as one of the best and
most suitable way to collect first hand information in timely manner.
Advantages:
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It is monitored that primary source provides raw data that is helpful to reach at
meaningful conclusion. In addition, it helps to gather up to date, authentic information that is
highly relevant to research purpose. Here, researcher can completely rely on information as it is
collected through own efforts.
Disadvantages:
It is monitored that primary method is a time consuming approach of data collection.
Here, sometime researcher needs to have personal interaction with respondents that is a time
taking process. It also requires higher investment as there are different tools and techniques are
used investigator for data collection (Ndlovu-Gatsheni, 2019). These expenses may increase
overall cost of research. Here, researcher needs to have some prior information regarding subject
of research that is essential to bring positive outcomes.
Secondary source: In this, researcher used data and information which have already
been gathered by some other researcher for a particular purpose. There is no personal interaction
between investigator and researcher. Different sources of secondary data collection are given as
under:
Publications: Researcher who undertakes study on a particular topic often published
information in different articles and journals that can be further used by some other
researcher. So, it is an effective way of data collection that is widely used by researcher
in order to get appropriate information.
Websites: There are a lot of information is available over internet at different website that
can be used by investigator. But, investigator needs to check authenticity and relevancy
of website before abstracting necessary data (De Hertogh, 2018).
Government agencies: Here, government also conducts research to meet with predefined
purpose. Researcher can gather necessary data from government agencies. This data is
considered highly authentic and relevant as higher authorities of government are involved
in research.
Advantages:
meaningful conclusion. In addition, it helps to gather up to date, authentic information that is
highly relevant to research purpose. Here, researcher can completely rely on information as it is
collected through own efforts.
Disadvantages:
It is monitored that primary method is a time consuming approach of data collection.
Here, sometime researcher needs to have personal interaction with respondents that is a time
taking process. It also requires higher investment as there are different tools and techniques are
used investigator for data collection (Ndlovu-Gatsheni, 2019). These expenses may increase
overall cost of research. Here, researcher needs to have some prior information regarding subject
of research that is essential to bring positive outcomes.
Secondary source: In this, researcher used data and information which have already
been gathered by some other researcher for a particular purpose. There is no personal interaction
between investigator and researcher. Different sources of secondary data collection are given as
under:
Publications: Researcher who undertakes study on a particular topic often published
information in different articles and journals that can be further used by some other
researcher. So, it is an effective way of data collection that is widely used by researcher
in order to get appropriate information.
Websites: There are a lot of information is available over internet at different website that
can be used by investigator. But, investigator needs to check authenticity and relevancy
of website before abstracting necessary data (De Hertogh, 2018).
Government agencies: Here, government also conducts research to meet with predefined
purpose. Researcher can gather necessary data from government agencies. This data is
considered highly authentic and relevant as higher authorities of government are involved
in research.
Advantages:

It is considered as a crucial way to collect information in time and cost effective manner.
In this, researcher uses already available information rather collect new data. In addition, with
this it is easy for researcher to reach at conclusion in minimum possible time. It is not a time
taking process of data collection. Secondary source is regarded as widely used source of data
collection that is helpful to gather large data & information at minimum cost.
Disadvantages:
Here, data is not raw as it is not gathered by researcher rather it has already been
collected by some other researcher for a particular purpose. Investigator cannot completely rely
on secondary information as it is not highly authentic (Seehawer, 2018). Sometimes this may
produce negative outcomes that will affect overall results of research. However, it is not a time
taking process but researcher needs to devote significant time to check the relevancy and
authentication of data.
So, for the current research primary as well as secondary both data have been taken into
consideration. Here, questionnaire has been prepared to collect primary data. On another side,
secondary sources such as publications, websites also play a crucial role in providing significant
outcomes.
Sampling: It refers to section of some appropriate samples that will represent the whole
population of research in an efficient manner. Due to large population, it is not possible to
consider each and every respondent so sampling is used to get some genuine samples to draw
meaningful conclusion. In the current report, sample of 30 people have been selected with
random sampling technique as it reduces the probabilities of biasness by providing equal
opportunities to all units to be a part of sample.
Time horizon: There are two time horizons are used in research such as cross sectional
and longitudinal. Cross sectional is for limited period of time while longitudinal studies are
carried out for a longer period of time (Sahu and Singh, 2016). In this, cross sectional research is
used in which researcher has a specific time to complete the research project in successful
manner.
Questionnaire:
In this, researcher uses already available information rather collect new data. In addition, with
this it is easy for researcher to reach at conclusion in minimum possible time. It is not a time
taking process of data collection. Secondary source is regarded as widely used source of data
collection that is helpful to gather large data & information at minimum cost.
Disadvantages:
Here, data is not raw as it is not gathered by researcher rather it has already been
collected by some other researcher for a particular purpose. Investigator cannot completely rely
on secondary information as it is not highly authentic (Seehawer, 2018). Sometimes this may
produce negative outcomes that will affect overall results of research. However, it is not a time
taking process but researcher needs to devote significant time to check the relevancy and
authentication of data.
So, for the current research primary as well as secondary both data have been taken into
consideration. Here, questionnaire has been prepared to collect primary data. On another side,
secondary sources such as publications, websites also play a crucial role in providing significant
outcomes.
Sampling: It refers to section of some appropriate samples that will represent the whole
population of research in an efficient manner. Due to large population, it is not possible to
consider each and every respondent so sampling is used to get some genuine samples to draw
meaningful conclusion. In the current report, sample of 30 people have been selected with
random sampling technique as it reduces the probabilities of biasness by providing equal
opportunities to all units to be a part of sample.
Time horizon: There are two time horizons are used in research such as cross sectional
and longitudinal. Cross sectional is for limited period of time while longitudinal studies are
carried out for a longer period of time (Sahu and Singh, 2016). In this, cross sectional research is
used in which researcher has a specific time to complete the research project in successful
manner.
Questionnaire:
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Question1) Do you aware with the concept of Eco lodges in hospitality industry?
A) Yes
B) No
Question 2) In your opinion does eco lodges is crucial for ensuring long term sustainability
within hospitality industry?
A) Yes
B) No
Question 3) What are the role of eco lodges in terms of sustainable development in hospitality
industry?
A) Support to local people
B) Waste management
C) Use of sustainable and eco friendly resources
Question 4) In your opinion what are the benefits will receive by Claridge with the concept of
eco lodges?
A) Increase in customer base
B) Competitive advantage in market
C) Strengthen current market position
Question 5) What are the challenges can faced by Claridge while implementing the concept of
eco lodges?
A) Increase in overall cost
B) Reduce profit margin
C) Change in existing brand image
Question 6) According to you what are the strategies can be used by Claridge to successfully
implement the concept of eco lodges?
A) Use eco friendly and clean products
B) Promote eco friendly transport and carbon offset programs
C) Use local and healthy ingredient in food
Question 7) In your opinion, does eco lodges will help Claridge to develop positive attitude
among target customers and ensure long term sustainability in market?
A) Yes
B) NO
A) Yes
B) No
Question 2) In your opinion does eco lodges is crucial for ensuring long term sustainability
within hospitality industry?
A) Yes
B) No
Question 3) What are the role of eco lodges in terms of sustainable development in hospitality
industry?
A) Support to local people
B) Waste management
C) Use of sustainable and eco friendly resources
Question 4) In your opinion what are the benefits will receive by Claridge with the concept of
eco lodges?
A) Increase in customer base
B) Competitive advantage in market
C) Strengthen current market position
Question 5) What are the challenges can faced by Claridge while implementing the concept of
eco lodges?
A) Increase in overall cost
B) Reduce profit margin
C) Change in existing brand image
Question 6) According to you what are the strategies can be used by Claridge to successfully
implement the concept of eco lodges?
A) Use eco friendly and clean products
B) Promote eco friendly transport and carbon offset programs
C) Use local and healthy ingredient in food
Question 7) In your opinion, does eco lodges will help Claridge to develop positive attitude
among target customers and ensure long term sustainability in market?
A) Yes
B) NO
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Main Body and Findings
THEME 1: Awareness with the concept of Eco lodges in hospitality industry
Q1) Do you aware with the concept of Eco lodges in hospitality
industry?
Frequency
A) Yes 20
B) No 10
a) Yes b) No
0
5
10
15
20
25
Interpretation: It is sated that eco lodges is an emerging concept which is related to use of eco-
friendly techniques in hospitality industry in order to provide better experience to customers.
With above graph, it is monitored that 20 respondents out of 30 are well aware with the concept
of eco lodges within hospitality industry. Rest 10 respondents have still do not posses required
information with the concept of eco lodges.
THEME 1: Awareness with the concept of Eco lodges in hospitality industry
Q1) Do you aware with the concept of Eco lodges in hospitality
industry?
Frequency
A) Yes 20
B) No 10
a) Yes b) No
0
5
10
15
20
25
Interpretation: It is sated that eco lodges is an emerging concept which is related to use of eco-
friendly techniques in hospitality industry in order to provide better experience to customers.
With above graph, it is monitored that 20 respondents out of 30 are well aware with the concept
of eco lodges within hospitality industry. Rest 10 respondents have still do not posses required
information with the concept of eco lodges.

Theme2: Eco lodges is crucial for ensuring long term sustainability within hospitality
industry
Question 2) In your opinion does eco lodges is crucial for ensuring
long term sustainability within hospitality industry?
Frequency
a) Yes 20
b) No 10
a) Yes b) No
0
5
10
15
20
25
Interpretation: It is monitored that eco lodges is a vital concept which is often used by
hospitality organization in order to ensue long term sustainability of company in market. As per
above chart, there are 20 respondents from 30 admit that eco lodges are helpful in getting long
term sustainability within hospitality industry. On other side, there are 10 respondents as per
whom it do not significantly contributes towards sustainability of business.
industry
Question 2) In your opinion does eco lodges is crucial for ensuring
long term sustainability within hospitality industry?
Frequency
a) Yes 20
b) No 10
a) Yes b) No
0
5
10
15
20
25
Interpretation: It is monitored that eco lodges is a vital concept which is often used by
hospitality organization in order to ensue long term sustainability of company in market. As per
above chart, there are 20 respondents from 30 admit that eco lodges are helpful in getting long
term sustainability within hospitality industry. On other side, there are 10 respondents as per
whom it do not significantly contributes towards sustainability of business.
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