Investigating Customer Inclination to Eco-lodges in Hospitality Sector

This report investigates the role of eco-lodges in the sustainable development of the hospitality sector, with a specific focus on customer buying decisions. The research examines the concept of eco-lodges, their impact on the hospitality industry, and the factors influencing customer preferences, particularly in the context of the COVID-19 pandemic. The study includes a literature review, a questionnaire, and a discussion of research methodology, data analysis, and ethical considerations. The report aims to understand how eco-lodges contribute to sustainable practices, attract eco-tourists, and meet customer needs in a changing environment. Furthermore, the report analyzes the strategies employed by Claridge, a five-star hotel in London, to adapt to the pandemic and attract customers. The findings provide insights into the challenges and opportunities for eco-lodges in the hospitality sector, offering recommendations for sustainable development and customer satisfaction. The report concludes with a reflection on the research process and suggestions for future studies.

Role of Eco- lodges in
sustainable
development of
hospitality sector

Table of Contents
INTRODUCTION...........................................................................................................................3
Research Aim...................................................................................................................................4
Research Objective .........................................................................................................................4
Research questions...........................................................................................................................4
Research Rationale ..........................................................................................................................4
Literature review..............................................................................................................................5
Questionnaire...................................................................................................................................7
Research methodology.....................................................................................................................7
Data analysis and interpretation ......................................................................................................9
Research timescale.........................................................................................................................14
Research ethics...............................................................................................................................14
Reflection ......................................................................................................................................15
Recommendation ..........................................................................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................18

Aim: “To investigate the inclination of customer buying decision to Eco-lodges
sustainable development of hospitality industry.” A study on Claridge .
INTRODUCTION
The aim of the research project is that to investigate the inclination of customer buying
decision to eco- lodges in sustainable development of hospitality sector. The term Eco- lodges
bring up the type of accommodation which is located in a remote destination in nature. Usually
eco- lodges consist of less than 30 rooms. They are designed in such a manner that they bring
minimal impact on the environment and be sustainable as possible in their usage of resources. In
addition, they are aim to improve the welfare of local people by supporting local suppliers and
employees. Eco lodges helps the hospitality industry in targeting more eco- tourist by offering
them nature based experience. Because they are not impacted by noise, smoke, pollution and
traffic (Barton, 2018). A ecologies hotel are the one who cannot damage the environment. They
contribute in one way to the development and improvement of local community of the hospitality
sector. After the Covid pandemic the ecologies are using various safety measures to attract
customers towards there hotels and rooms. Eco- lodges hotel provide them proper sanitation
facility and make hygiene their places. Claridge is the five-star hotel of London at the corner of
Brook street and Daves street. There are about 190 rooms in the hotel and it provides facilities
like health club and spa. This hotel was founded in the year 1898 by Maybourne hotel group. In
this research there is a buying behaviour of customers to the business of ecologies and how they
impact the strategy in Claridge operating in London. This report covers literature review, a
questionnaire survey, research methodology and reflection of the investor.
Background of the Research
Research issue
Claridge hotel is the five-star hotel of Mayfair, London. It is located at the corner of
Brook street and Davis street in Mayfair. This hotel is managed and owned by Maybourne hotel
group. It was founded in the year 1898. Hotel has approx. 190 rooms and there are two
restaurants of this hotel. It also provides health club and spa. Hotel is a five star, so it needs to
make certain changes after the pandemic. They use various safety measures in their hotel to
attract customers and guest towards their services. They ensures wellbeing of their staff members
and guests in the outbreaks of the Covid pandemic. Hotel is regularly following advice given by
World health organisation (de Grosbois and Fennell, 2021). They make sure that all the

employees and staff member have been constantly update on the ongoing situations. Hotel has
taken several measures and high standards of cleanliness and hygiene at all time. There public
areas and guest rooms are cleaned regularly by using high grade products. To attract customer’s
hotel door handles, tables, reception areas is sanitised in every hour. This makes them attracting
a lot customers towards their services and hotel.
Research Aim
“To investigate the inclination of customer buying decision to Eco-lodges sustainable
development of hospitality industry.” A study on Claridge.
Research Objective
 To understand the concept of Eco-lodges.
 To examine the role of Eco-lodges in sustainable development of hospitality industry.
 To determine the need of Eco-lodges in dealing with customer preferences during
pandemic COVID-19.
Research questions
 Explain the concept of Eco-lodges in the organization?
 Explain the role of Eco-lodges in the organization for sustainable development of
hospitality industry?
 The recommendations in dealing with customer preferences and the need of Eco-
lodges in Covid 19?
Research Rationale
Every organisation does their effort to attract customers towards their products or
services. For that employees who are working in a hotel or company should be satisfied first.
There demands and needs should be fulfilling first. For the sustainability of any organisation,
there should be appropriate strategies and promotional methods that are to be used by the hotel or
company. Eco- lodges have the capacity to attract customers towards their hotels because they
have very nice and awesome environment with them. With no pollution, noise and less
distraction to the customers. But due to this Covid pandemic many customers did not visit those
ecologies. So by this ecologies facing lots of difficulties and problems (El Haridi and et.al.,
2019). They are working regularly on the sustainability of their organisation. This will help them

in increasing sustainability among hospitality industry. This research is important because by this
I can able to laern about many things and I will be able to solve my complex problems.
Literature review
The concept of Eco-lodges
According to the views of Patrick Landman, 2020, Eco- lodges are the type of
environment and accommodation that are different from others in terms of construction and
operations. The eco-tourism is the concept of operating the organization of tourism so that a fair
share of money benefit stick in local community while reducing the environmental impact. The
major objective and aim of an eco- lodges is to strengthen the local suppliers conditions by
purchasing raw materials from them. Eco- loges are the green hotels that are usually located very
far from the local community and local civilisation. They attract eco- tourist who want to spend
their time in nature and with the natural environment. There is no noise, pollution and traffic near
their place or hotel. These hotels encourage and provide knowledge about the environment.
Many of the ecologies have trained biologist who provide significant information about the
habitant. Eco- lodges consist of various types such as model eco- lodges, natural eco- lodges,
village eco- lodges and natural lodges and camps etc. these green hotels also provides various
information about the ecosystem and about the environment (Eco Lodge, 2020). They provide
various other faculties such as basic necessities of the visitors. During this Covid pandemic, hotel
provides other facilities to the customers. They use proper sanitation, and ensures about the
hygiene and safety of the customers. They provides several facilities to the customers to attract
them by their services. These lodges provides regular training and development sessions to the
employees and staff members so that they can work effectively in the hotel and provide better
services to the customers. Now a day’s eco- lodges are very popular in the countries and results
in increasing sustainability of the hospitality industry.
The role of Eco-lodges in sustainable development of hospitality industry.
According to the views of Gabriel and Kirkwood, 2020, Ecotourism is the sub component
of sustainable tourism. As ecologies are very important in development of hospitality industry.
They are located in remote areas so that is why they provides greenery and environment friendly
areas. They provide basic facilities to the visitors to stay close to nature. Eco- lodges are much
costlier than other hotels located at popular states. By this they attract rich people to visit their

place (Gabriel and Kirkwood, 2016). Eco- lodges are mostly prepared by natural resources so
that is why they cannot need more money to invest. They contribute to local people, conservation
of biodiversity, sustain well standards of local people, requires possible consumption of natural
resources, involves local participation and provide business opportunities to the local vendors
etc. As a part of hospitality industry, eco- lodges charge more from the visitors and thus lead to
higher in profits and revenues. They save operating cost by enhancing an making use of natural
resources. Eco-lodges focus on three areas. These are quality, continuity and balance between
needs of hospitality industry, environmental protections and local community. In quality they
increase life quality for host community. They provide quality of services to the customers. As
due to Covid pandemic they provide safety measures to the customers by making them sanitize
and maintaining hygiene in the hotel. So for the sustainability of the hospitality industry (Role of
Ecotourism in Sustainable Development, 2020). Eco- lodges make sure that they work on the
demands and wants of customers. Also they focus on profitability of their hotel and customer
satisfaction to increase their demands. Eco- lodges provide better facilities to the customers so
that customers could stay with them for long time and they change according to the customer
preferences. It results in increasing customer satisfaction and also in demand of hospitality
industry.
The need of Eco-lodges in dealing with customer preferences during pandemic COVID-19.
According to the views of Sooho Choi, 2021, Eco lodges are a form of accommodation
that are located in remote and natural destinations promoting concept of sustainable tourism in
nature. This new breed of hoteliers is designed in such a way that it impacts environment
minimally with optimum utilisation of scarce resources. Consumers today are very health
conscious and therefore their preferences during travel is choosing environment friendly hotels in
Covid-19 pandemic situation (How COVID-19 Is Reshaping Consumer Behaviour, 2021). The
concept of ecologies is introduced by hospitality industry for providing top services to
consumers with safe environment at Covid-19 crises. Proper guidelines are formulated by hotel
management to take good care of their visitors for specific stay period. Since these lodges are
built away from highly populated areas. To ensure good safety of every traveller visiting Eco
lodge, proper sanitisation activity take place at hotel premises. Hospitality firms creating
ecologies have also introduced digital entry as well as payment system for guest arrival at

respective hotel. The automatic digital system is useful during Covid-19 as it saves times of
customers during check-in or checkout. Consumers visiting chosen hotel are satisfied with safe
and time saving services provided by ecologies gradually start visiting those repeatedly on
consistent basis.
Research methodology
Research methodology is the specific procedure or techniques which is used to select,
process and analyse information about the topic. It is important in research because it tells what
are the approaches are used in the research process. There are various tools and techniques that
are used while conducting a research. The main purpose of Research methodology is to provide
valuable and reliable information to the customers and to the industry. This research helps in
achieving aim and objectives of the investigator. This is helps the investor in being successful of
the research and doing it on the definite time. Moreover, investigator uses various tools and
techniques to identify, evaluate and processing of the data regarding the research topic. These
tools and techniques are discussed below:
 Qualitative: Subjective in nature: It represents as the method to analysis of statistics in
a scientific manner. It ensures the psychology, sociology and anthropology that is
completing based on the scientific terms. The section considered that market research
method concentrates on the information and source of data that are open termed and
conversational as per to the communication that determined the nature of work. In this
research the investigator using this qualitative method (Green, 2020). Quantitative: Objective in nature: It represents as the method to express the analysis of
statistical, mathematical and numerical source of techniques by which information should
be collected by many methods like polls, forms and surveys and influence the revived
data by such methods. It is most widely used method of conducting market research. It
termed as between the numbers to get predicting as the phase of the product and services
that make the changes as according to the manner. In this research the investigator using
this quantitative method.
 Research philosophy: It is the important procedure of assembling, examines and utilising
the source of information in respect of task. As there are generally two types of research

philosophy like positivism and interpretivisim. In this research, both research
philosophies have been utilised. These are serving investigators for grouping and
examine of quantitative data. These concepts don’t requires maximal time that is also
reasoned as terms for using positivism philosophy yet interpretivisim is some other type
of research philosophy that may not utilise in the investigation. As according to the
current thesis, positivism research philosophy is useful and significant for researcher
(Hamed, 2019).
 Research approaches- Research approaches are the process of examining relative data
of research. Two approaches are available of research that are inductive and deductive.
These approaches are helpful to collect the information about the topic of research. From
both approaches, deductive approach is used by the researcher. It explains the
relationship between the various variables and their concepts. Deductive approach is used
in the current investigation on the other hand inductive approach is not useful for the
current study because it uses qualitative data that take too much time to collect. In this
research both research approach is used by the researcher.
 Time horizon: Time is the most important factor or tool that is used by the researcher in
completing the project. This consist of two approaches these are cross- sectional and
second is longitudinal. Cross section is based on the real situation and also focus on
completing projects and research on time. Longitudinal approach is not so much valuable
because it required more time to complete the project. For this research project cross
sectional time horizon is required by the investor (Honey, 2016).
 Sampling- Sampling is an organised way collect sample from the whole population or
large group. Two techniques are generally use by researcher to select sample such
probability and non-probability techniques. In the probability technique, there are equal
chances to being selected as a sample form total population and on the other hand non-
probability is referred as a technique of sampling, in which the respondent does not get
equal chance of selection. Both techniques have their importance but mostly probability
technique is used by the researcher to choose sample. Because this technique is able to
select sample form large population in less time. Researcher used sampling in this report
to collect data.

 Data analysis: Data analysis is the process of analysing information collected through
primary and secondary research. In quantitative information, data is collected through
questionnaire and frequency distribution is done by the investigator to analyse the data.
This is considered as the analysing technique which is done in minimum time period.
Quantitative research can be dome through questionnaire and this requires making of
frequency distribution (Jones and Spadafora, 2018).
 Research ethics: Ethics are legal requirements that must be completed by the
investigator before conducting an research. Research ethics consist of various principles
and rules that are most essential while conducting a research and for the completion of
research project in systematic manner. Principles like person, justice, integrity,
beneficence and informed consent etc. these main principles of research ethics should be
followed by investigators while conducting a research. Also, there are various other
principles that should be followed by investigator while conducting research project. This
will help the investigator in avoid using deceptive practises, protecting confidentiality
and protecting anonymity of the participants of research so that they minimize all risk of
harm. Hence, there are various research problems that are to be followed by the
researcher at the time of doing research. As this helps the investigator in performing well
and competing the task in a systemic manner (Murphy and et.al., 2018).
Data analysis and interpretation
Theme 1 Concept of eco- lodges
Q1. Do you know about the concept of Eco- lodges in maintaining
sustainability of hospitality sector?
Frequency in
percentage
a) Yes 20
b) No 10

Interpretation
This research is done among 30 respondents. It is concluded from the above graph that
there 20% of the customers knows about the concept of eco- lodges in maintaining sustainability
of hospitality sector and rest other 10% does not understand about the eco- lodges in maintaining
sustainability in hospitality sector. Eco- lodges are nothing but the accommodation of green hotel
which are situated very far from local civilisation. Some people don't know about the concept of
eco- lodges. For that hotels needs to provide information to them.
Theme 2 importance of eco- lodges
Q2. According to you, why eco- lodges are important for hospitality
sector?
Frequency
a) For recycling and repurposed materials 5
b) Support to local people 10
c) Water conservation 8
d) Waste management 7
a) Yes
b) No

Interpretation
From the above graph, it has been concluded that eco- lodges are important for the
hospitality sector in certain ways. 10% of people thinks that by supping local people eco- loges
can create importance in hospitality sector. Then 8% of people thinks that co- lodges are
important because of water conservation. 7% thinks that green hotel works on the waste
management. This is most effective way of minimising the cost of operations. 5% thinks that
green hotels are important because they are using recycling and repurposed material in their
hotel. These are the reasons people thinks that eco- lodges are important for hospitality sector.
Theme 3 Sustainability measures
Q3. What kind of sustainability measures are taken by Eco lodges? Frequency
a) Keeping stable temperature 12
b) Using natural resources 10
c) Selecting undiscovered tourist places 8
a) For recycling
and repurposed
materials
b) Support to local
people
c) Water
conservation
d) Waste
management

Interpretation
In the above graph, there are various measures mentioned in a table. Out of them 12% of
people thinks that keeping stable temperature is the best sustainable measure taken by ecologies.
Then 10% of people thinks that using natural resources can be the most important measures
taken by ecologies. Then remaining of 8% people thinks that for maintaining sustainability of the
hotel selecting of undiscovered tourist places are important.
Theme 4 Customer preferences
Q4. Do you think eco- lodges have met customer preferences at the time
of Covid pandemic?
Frequency
a) Agree 20
b) Disagree 10
a) Keeping stable
temperature
b) Using natural
resources
c) Selecting
undiscovered
tourist places

Interpretation
From the above graph it is concluded that 20% of the people out of 30 respondents are
agree with the statement that eco- lodges have met customer preferences at the time of Coved
pandemic. And rest others 10% thinks that green hotels did not have met the customer
preferences at the time of Covid pandemic. As 20% people thinks that hotel has taken various
steps and measures to attract customers by providing them various safety measures like hand
sanitizers, good hygiene etc.
theme 5 contribution to sustainability
Q5. Do you think Eco lodges has contribute in sustainability of hospitality
sector?
Frequency
a) Yes 15
b) No 10
c) Can't say 5
a) Agree
b) Disagree

Interpretation
From the above graph, out of 30 respondents 15% thinks that ecologies have contributed towards
the sustainability of hospitality sector. And 10% of the people are not agree with this statements
that ecologies have contributed towards the sustainability of hospitality sector. Rest of 5% people
thinks that they cannot say about the statement. They cannot say or no about the statement.
Research timescale
Gantt chart is used by the researcher to for managing assorted activities involved in the
project. It is made by the researcher to search tenure of completing all research activities
(Markwell, 2018). There is the following Gantt chart which helps in knowing which research
activity is performing at what time and what limit.
a) Yes
b) No
c) Can't say

Recommendation
From above analysis, it has been analysed that customer perspective towards green and
ecotourism is increasing that supports concept of launching ecologies in hospitality industry. Eco
lodge owners have various ways to improve customer experiences by providing them with useful
educational and incredible journey of flora & fauna environment around them. There are
multiple recommendations adopted by hotel companies to promote their ecologies. These include
contributing to local communities in society, energy conservation and water preservation
technology to control environment al pollution as well as creating positive impact on visitors.
Another way ecologies can attract maximum travellers is by using recyclable products,
non- toxic cleaning and offering healthy food items. Quality customers are created when
organisation has ability to provide good quality services. Therefore, it is important for manager
to select appropriate location for establishment of ecologies. Use of renewable energy sources for
power requirement is also main focus of many ecologies controlling environmental pollution.
Many other initiatives also guide customers in choosing ecologies over other type of hotels or
home stays.
Business sustainability is important in world of tourism & travel that come with various
eco- friendly practices hotel industry adopt. First step is to create effective green groups that

suggest and formulate different strategies to protect environment from harmful pollution effects.
Secondly, improvement in existing programs for environment friendliness should also be done in
many ways like adding bottle filling stations for water at lobby, use recyclable products etc. Use
various conservation tools such as reusable towels, timely automated showers for water
preservation, room light sensors ad organic soaps etc. With help of above measures and
suggestions, ecologies can be promoted successfully creating a positive impact on environment.
It is founded that many people thinks that eco- lodges helps in sustainability of hospitality sector.
CONCLUSION
From the above research it has been concluded that eco- lodges are major part of
hospitality sector. They are using various measures are adopted by them to attract customers and
their buying behaviour at the time of Covid 19. They have also faced various problems at the
time of pandemic. Because at that time customers are not able to come at any places. They are
afraid of being going anywhere. So for this green hotels crate that environment which helps the
customers in maintaining hygiene at the environment. The suitability of green hotels helps the
hospitality industry in increasing their more profits and revenues. Working on the green hotels
helps the hospitality sector in increasing their customer satisfaction. Sustainability supports the
quality of hotels and growth of the hotels. Sustainability and health care are interconnected with
each other because quality of environment and also of products and services leads to public
health. So public more focus on quality of service or products hotel is offering. This will help
them in making direct contact with customers and enhancing their satisfaction. This overall
results in increasing profits and thus it is said that eco- lodges provide sustainability to the
hospitality industry.
Reflection
I am glad by getting this opportunity to do research on the topic of the role of eco- lodges
are sustainable in hospitality sector. I am very happy in doing this research as by understanding
this topic I get to know about the eco- lodges and about their sustainability. This research helps
me in understanding more about hospitality sector. By performing this investigation, I get to
know about the role of eco- lodges in the business environment. I have developed various types
of research skills like literature review, data analysis and collection, time management etc. these

skills help in conducting this research and knowing about all the methods used in the research.
This also helps me in achievement my goals and objectives that I have made above. During this
research I have faced certain issues and problems like lack of finance, lack of resources and time
etc. there are various issues faced by me in conducting this research. For this I uses several ways
to overcome these problems and issues. These can be done by using Gantt chart. By this I will be
able to schedule the time according to the activities. For this I uses several sources of finance that
supports me in completing this research successfully.
In this research I uses both primary and secondary sources of data. This helps me in
attainment of my objectives and aims successfully. Secondary information can be collected
through literature review. In literature review, I have mentioned all the points of research
objectives ion details. This provides me knowing about the role of eco- lodges in maintaining
sustainable in the business environment. Also I have done primary research which helps me in
conducting survey through a questionnaire. This survey is done among 30 respondents and they
have given their views on those questions. This questionnaire helps me in getting valid outcomes
of the customers. This also helps me in achieving my goals and objectives.

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Online
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Appendix
Questionnaire
Q1. Do you know about the concept of Eco- lodges in maintaining sustainability of
hospitality sector?
a) Yes
b) No
Q2. According to you, why eco- lodges are important for hospitality sector?
a) For recycling and repurposed materials
b) Support to local people
c) Water conservation
d) Waste management
Q3. What kind of sustainability measures are taken by Eco lodges?
a) Keeping stable temperature
b) Using natural resources
c) Selecting undiscovered tourist places
Q4. Do you think eco- lodges have met customer customer preferences at the time of Covid
pandemic?
a) Agree
b) Disagree
Q5. Do you think Eco lodges has contribute in sustainability of hospitality sector?
a) Yes
b) No
c) Can't say