Eco-lodges in Hospitality: Customer Buying Decisions at Rosewood

This research project investigates the tendency of customer buying decisions towards eco-lodges in the sustainable development of the hospitality industry, with a specific focus on the Rosewood Hotel. The study explores the basic framework of eco-lodges, analyzes their importance in fostering sustainability within the industry, and examines their role in addressing customer preferences, particularly during the COVID-19 pandemic. The methodology employs a research onion framework, utilizing a positivism research philosophy, a deductive approach, and a quantitative research choice, with data collected through questionnaires and secondary sources like journals. The findings, based on a sample size of 50, are presented through frequency data analysis and interpretations, leading to conclusions and recommendations regarding the adoption of eco-lodges. The literature review highlights the benefits of eco-lodges, including their contribution to environmental sustainability, customer satisfaction, and the promotion of green practices. Overall, the research aims to provide insights into the growing trend of eco-lodges and their impact on consumer behavior and the hospitality industry's sustainable development.

Research project
( To examine the tendency of customer buying
decision to Eco-logdes in sustainable development
of hospitality industry.” A study on Rosewood)

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................3
Overview of the topic..................................................................................................................3
Problem statement.......................................................................................................................3
Overview of organisation............................................................................................................3
Aims and objectives....................................................................................................................4
CHAPTER 2: LITERATURE REVIEW ........................................................................................4
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................6
Research Onion...........................................................................................................................6
Questionnaire..............................................................................................................................8
CHAPTER 4: DATA ANALYSIS .................................................................................................9
Frequency data analysis..............................................................................................................9
Interpretations...........................................................................................................................10
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................20
Conclusion.................................................................................................................................20
Reflection..................................................................................................................................21
REFERENCES .............................................................................................................................22

CHAPTER 1: INTRODUCTION
Overview of the topic
The consumer decision making is dependent over various aspects due to which needs and
demands of an individual related to hospitality can be met and satisfied. The process of consumer
decision making is associated with various steps such as selecting services and evaluating
decisions so that consumer can make decision as according to overall needs. As hospitality
industry is one of the dynamic industry which is totally dependent over consumers and their
needs (Ruhanen, 2019). The industry of hospitality is having various dynamic features due to
which intension of consumer decision process can be undertaken and helps the industry to grow
and sustain. In current time the emerging concept of Eco-lodges has seen in hospitality industry
due to which customers are attracted towards making environment clean and sustainable. Eco-
lodges are helping the environment to stay sustainable and to promote such open practices due to
which positive aspects can be rendered to environment.
Problem statement
In current time sustainability is the major issue which is faced by hospitality industry so
that to deal with economic and environment complexities. In this manner for dealing with this
problem concept of Eco-lodges were initiated by hospitality industry. Eco-lodges are associated
with such open facilities which keeps the customer near to the environment. Besides this Eco-
lodges are having higher impact over consumer decision making as in current time customers are
inclined towards eco-friendly initiatives. So this research is going to provide various insight to
people in relation to adopting emerging trend of Eco-lodges and to provide sustainability to the
business and environment as well (Seyfi, Nikjoo and Sharifi-Tehrani, 2018). In the time of
COVID organisations are totally involved in providing safe and secure stay to their customer so
that they can be happy and satisfied with overall needs.
Overview of organisation
Rosewood is a five star luxurious hotel situated in London which was established in the
year of 2013. The hotel is providing facilities of Eco-lodges in order to provide sustainable
development to the society and business as well. There are various facilities added by this hotel
in order to provide high guest satisfaction to customer and to make their stay remarkable.

Aims and objectives
Research aim: “To examine the tendency of customer buying decision to Eco-logdes in
sustainable development of hospitality industry.” A study on Rosewood.
Research Objectives:
 To understand basic framework of Eco-lodges.
 To analyse the importance of Eco-lodges in sustainable development within hospitality
industry.
 To understand the need of Eco-lodges in handling customer preferences during COVID-
19 for Rosewood.
Research questions
 What is the basic framework of Eco-lodges within hospitality industry?
 What is the importance of Eco-lodges in hospitality industry for attaining sustainability?
 What is the need of Eco-lodges in hospitality industry for handling customer preferences?
CHAPTER 2: LITERATURE REVIEW
Basic framework of Eco-lodges within hospitality industry
According to (Ghaderi and et. al., 2019) Eco-lodges are a type of accommodation
provider which is attached to nature and providing such services by which green environment
can be provided. With the help of Eco-lodges effective guest satisfaction can be attained by
hospitality businesses. Some organisation within hospitality is providing beach and mountain
view to their guests due to which they can enhance level of their services and meet need of their
customers. Hotels those are involved in Eco-lodges are not only providing rooms to their guests
but also they are giving some advanced services to their customers in addition. The infrastructure
of Eco-lodges are fully based over environment due to which they are covering high greenery in
order to boost sustainable practices within hospitality industry. The concept of Eco-lodges is to
prevent toxic and negative situation by using various practices of recycling and reusing. For
sustainability Eco-lodges are playing vital role in managing market demand and environment
demands as well. Eco-lodges are developing positive energy due to travellers feel happy as they

need to pay some lesser amount but high service viability can be attained. The major framework
of hospitality is to provide sustainable surrounding to business so that higher benefits to
environment and society can be given.
Importance of Eco-lodges in hospitality industry for attaining sustainability
According to (Mallen-Ntiador, 2017) the major importance of Eco-lodges is to provide
such services to their customer by which sustainability can be promoted. Under the concept of
Eco-lodges greenery is promoted and in this all the fresheners and other utilities are used which
are toxic free and all measures which are green free they are avoided at first instance.
Sustainability is all about minimising wastages and reducing spending of customers due to which
positive benefits can be given to environment. Besides this Eco-lodges are helpful in making
positive customer relationship as business operations within Eco-lodges are not providing any
harm to environment and atmosphere as well due to which customers are happy to take services
within this. Sustainable tourism is the process which is helping the economy to grow and obtain
positive aspects to the environment. Principles of sustainability are adopted by Eco-lodges due to
which customers feel happy in order to remain with that particular organisation for longer
duration of time. As Eco-lodges as associated with using green practices so these will be helpful
in maximising benefits to environment and this could be helpful for the environment to deal with
negative aspects. Eco-lodges are one of the basic movement in which sustainability can be
rendered to environment as various practices such as reducing water consumption and electricity
are the basic practices which are adopted by Eco-lodges and in this manner these are holding
high importance for environment and business as well.
Need of Eco-lodges in hospitality industry for handling customer preferences
According to (Otoo, Kim and Choi, 2020) Eco-lodges are providing comfortable rooms
facilities in affordable prices. Besides this natural concept is used with Eco-lodges as they are
associated with providing those natural surroundings to customer by which they can be happy
and deal with their needs and demands in appropriate manner. In current time as this is being
seen that pollution and other constraints are increasing harm to environment so in order to
eradicate the same concept of Eco-lodges are helepful and this leads in understanding need to
keep environment clean. In internal premises of Eco-lodges strict guidelines are given in order to

promote safe and healthy living for customer and this would be helpful in dealing with such
negative aspects to environment. Green hotel practices are considered to be one of the
environmentally friendly initiatives that aim to eliminate the negative impact on the environment
by saving energy (e.g., by installing energy-efficient appliances and implementing renewable
energy programs), reducing water consumption. Hospitality industry all over the world has been
increasingly getting worried about environmental issues. It has been specified that 75% of
environmental pollution caused by hotel industry was from over-consuming energy, water, and
materials while operating business. The waste water, fume, and materials discharged during the
operation would cause negative impacts on our environment.
CHAPTER 3: RESEARCH METHODOLOGY
Research Onion
Research methodology is defined as the process which is used by researcher in order to
determine, select and analyse information related to specific topic in order to guide the
researcher to draw out significant conclusion. In this research research onion framework is used
which is associated with different processes and the same are elaborated as under:
 Research Philosophy: This is defined as the set of principles which helps the research to
be executed with better manner. Research philosophies are of two types such as
Positivism and Interprivistism. In this research the researcher has selected positivism
research philosophy as this is helpful in providing such degree of knowledge to
researcher in which statistical analysis regarding to research can be performed (TRIROJ
and Chapman, 2019). The other reason of selecting positivism philosophy is that this
philosophy is helping researcher to critically evaluate research topic.
 Research Approach: As according to this aspect of research onion various plans related
to research can be performed. Research approach is associated with gaining detailed
information as in terms of gaining significant outcomes out of research. Research
approach is of two types such as inductive and deductive. Under this research, the
researcher is using deductive approach as this approach is managing techniques of
scientific investigation. This helps research to develop various theories in respect of
implementing hypothesis of research. The major objective of using deductive approach is
to scrutinize such information which is valid to provide research outcome.

 Research Strategy: Research strategy is defined as the methods used in research in order
to provide basic procedures within research study (du Cros, 2016). There are various
types of research strategy which are helpful in order to develop research objectives. There
are various types of research strategy such as qualification interview, quantitative surveys
and many more. As in this research Survey method is used by researcher as this is
associated with various questions which is assisting in gaining research objectives. This
allows the research to get included with various respondents so that to provide
appropriate result out of research. By using online sites information can be gathered
which may provide support to the research and questionnaire as well. Questionnaire is
defined as set of questions which are aligned with area of research and research topic as
well. Thus survey is helping to draw differentiated responses so that assumptions of
research can be met.
 Research Choice: This is defined as the aspect in which information can be collected by
researcher. In this manner online and offline information can be collected by researcher
in relation to research (Adam, Adongo and Amuquandoh, 2019). There are two types of
research choice such as qualitative and quantitative which can be selected by researcher
as according to need of research. In this research quantitative method is used by
researcher as by this statistical data can be provided within research and in the same
manner research objectives can be attained. According to these elements primary data can
be scrutinize and collected in statistical manner.
 Time Horizon: This is associated with the time frame which is required by the researcher
in order to complete the overall study in allotted time. There are two types of time-
horizon existed which can be used by researcher and these are longitudinal and cross
sectional. Under this cross-sectional time-horizon is used as this is helpful for researcher
to develop such understanding research objectives in appropriate manner. With the help
of cross-sectional time-horizon all the variable aspects within research can be analysed in
appropriate direction.
 Data Collection: Under this aspect of research onion data can be accumulated by using
various methods in order to get assistance over attaining research objectives. There are
two major methods of data collection such as primary and secondary. In this research the
researcher is using both methods of data collection such as primary and secondary. Under

primary methods of data collection questionnaire is used whereas secondary methods
data is being gathered from journals and books so that to align research objective.
 Sampling: This is the process in which an appropriate sample is drawn out of overall
population so that to collect data and perform research in desired manner. Sampling is the
practice which can be used by researcher in order to acquire wider audience and their
opinion as well (Sucheran and Moodley, 2019). There are two types of sampling such as
probabilistic and non-probability sampling. In this research probabilistic sampling is
being used by researcher in order to gather data from population. Sample size is taken as
50 which are employees of Rosewood.
Questionnaire
QUESTIONNAIRE
Q1. Do you what are ecolodges?
 Yes
 No
Q2. Do you have an understanding about the notion of sustainability and its importance in
hospitality industry?
 Yes
 No
Q3. How important according to you is the concept of sustainability to be introduced and
promoted in range of sectors in hospitality industry?
 Very important
 Not important
Q4. What are the benefits introduced by ecolodges within the accommodation sector and to
organizations?
 Benefits to environment
 Unique experience for visitors
Q5. Is Rosewood following all the requirements to be known as an ecolodge?

 Yes
 No
Q6. Being an ecolodge is favourable for the company that is Rosewood?
 Yes
 No
Q7. What according to you is the most important aspect of Rosewood of being an ecolodge?
 Unique location
 Eco friendly practices and facilities
Q8. According to you the notion of ecolodges is beneficial for productivity of Rosewood?
 Yes
 No
Q9. Is managing and marketing of ecolodge is a challenging task for Rosewood?
 Yes
 No
Q10. What are some of suggestions for the company to make changes in their practices for
better productive and profitability?
 Improved marketing
 Incrementing employee relations and motivation
CHAPTER 4: DATA ANALYSIS
Frequency data analysis
QUESTIONNAIRE
Q1. Do you know what are ecolodges? Frequency
 Yes 35
 No 15

Q2. Do you have an understanding about the notion of sustainability and its
importance in hospitality industry?
Frequency
 Yes 28
 No 22
Q3. How important according to you is the concept of sustainability to be
introduced and promoted in range of sectors in hospitality industry?
Frequency
 Very important 39
 Not important 11
Q4. What are the benefits introduced by ecolodges within the accommodation
sector and to organizations?
Frequency
 Benefits to environment 25
 Unique experience for visitors 25
Q5. Is Rosewood following all the requirements to be known as an ecolodge? Frequency
 Yes 44
 No 6
Q6. Being an ecolodge is favourable for the company that is Rosewood? Frequency
 Yes 38
 No 12
Q7. What according to you is the most important aspect of Rosewood of being
an ecolodge?
Frequency
 Unique location 25
 Eco friendly practices and facilities 25
Q8. According to you the notion of ecolodges is beneficial for productivity of
Rosewood?
Frequency
 Yes 33

 No 17
Q9. Is managing and marketing of ecolodge is a challenging task for Rosewood? Frequency
 Yes 40
 No 10
Q10. What are some of suggestions for the company to make changes in their
practices for better productive and profitability?
Frequency
 Improved marketing 35
 Incrementing employee relations and motivation 15
Interpretations
QUESTION 1:
Q1. Do you know what are ecolodges? Frequency
Yes 35
No 15

Yes No
0
5
10
15
20
25
30
35
35
15 Frequency
Interpretation:
From the above presented graphical image and statistics it is clearly interpretation that
out of 50 respondents maximum that is around 35 of them are well aware with the concept and
idea of an ecolodge. The remaining 15 said no as they had partial or no idea about what is an
ecolodge. A reason behind the same is lower popularity of the concept currently in hospitality
sector along with it people are less aware and attracted towards the concept and idea of
sustainability within luxury and a unique holiday experience.
QUESTION 2:
Q2. Do you have an understanding about the notion of sustainability and its
importance in hospitality industry?
Frequency
Yes 28
No 22