Customer Decision-Making and Eco-Friendly Practices in Hotels (UK)

This report investigates the influence of eco-friendly practices on customer decision-making in the UK hospitality sector, specifically focusing on the Landmark London hotel. The research employs a qualitative approach, utilizing both primary (surveys) and secondary data (literature review) to assess customer perceptions. The study's methodology includes thematic analysis of survey responses from 20 customers, exploring themes such as the frequency of hotel visits, awareness of eco-friendly practices, influence of media, value of green products, willingness to use recycled products, price sensitivity, health consciousness, and the impact of hotel practices on customer choices. The findings reveal that eco-friendly practices significantly impact customer decisions, with a high level of agreement among customers regarding the importance of these practices. The report concludes that eco-friendly initiatives are essential for success in the hospitality industry and recommends further development of sustainable strategies to enhance customer satisfaction. The report also references several academic sources to support its analysis.

Research Project
Topic: To assess the impact of eco-friendly practices on customer decision-
making in regard to hotel selection in the context of UK hospitality sector: A
study on IHG Plc

Introduction
 In the current era, hospitality sector is growing rapidly along with tourism industry. In
modern world people use part of their disposal income for travelling purpose which
increases scope of hospitality sector.
 In addition to this, customers started giving more importance to organic products and
services. With respect to this, customers make decision based on eco friendly practices
for hotels selection so it becomes essential for hospitality sector to give more
importance such factors.
 Hence to obtain success in the industry hotels should focus on more innovative and eco
friendly services to attract customers.
 The present report is based on Landmark London hotel which is one of the 5 start hotel
of UK that offers accommodation of luxurious rooms to customers. In the current
report we will discuss the extent to which eco-friendly practices impact customer’s
decision making process for hotel selection.

Research methodology
Research methods Tool selected
Research type Qualitative
Research approach Inductive
Research philosophy Interpretivism
Data collection Both primary (survey) and secondary
(books, journals and scholarly articles)
Sampling 20 customers of Landmark London hotel
selected using simple random sampling
technique
Data analysis Thematic perception test technique
Ethical considerations Taking consents from respondents

Primary data analysis
Theme 1: Customers visit hotel more
frequently
Theme 2: Customers aware about eco-
friendly practices

CONTD…
Them 3: From television respondents got
awareness about green products and
services
Theme 4: Eco friendly products are more
valuable for customer

CONTD…
Theme 5: Customers are highly agreed in
suing recycle products
Theme 6: No customers are not ready to
pay more than branded products

CONTD…
Theme 7: customers prefer green products
because they are conscious about their
health
Theme 8: customers easily get influenced
from eco-friendly practices of hotel

CONTD…
Theme 9: Eco friendly practices matters the most for customers in selection of hotel

Conclusion
 From the above research report it can be analyzed that ecofriendly practices are widely
considered as one of the most essential aspect within hospitality industry.
 The report has also concluded varied range of ecofriendly practices decisions have
varied range of implications on customer’s decisions to choose their hotel to stay.
 The research has also concluded that Landmark London hotel customers have been
served with smart ecofriendly hospitality services which management aims to
dynamically evolve on psychological factors.
 Research has in depth also concluded ecofriendly practices, are appreciated by large
number of guests on which strategies have been successfully raising goodwill.
 Report has analyzed secondary and primary analysis of research to generate smarter
new eco-friendly strategies within future operations, where results have shown
maximum people feel satisfied.

References
Arshad, M. and et.al., 2021. Impact of Employee Job Attitudes on Ecological Green
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Chung, K. C., 2020. Green marketing orientation: Achieving sustainable development in
green hotel management. Journal of Hospitality Marketing & Management. 29(6). pp.722-
738.
Ezzaouia, I. and Bulchand-Gidumal, J., 2020. Factors influencing the adoption of
information technology in the hotel industry. An analysis in a developing country. Tourism
Management Perspectives. 34. p.100675.
Gil-Soto, E. and et.al., 2019. Hotel guests’ perceptions of environmental friendly practices
in social media. International Journal of Hospitality Management. 78. pp.59-67.
Gogoi, B. J., 2020. Changing Consumer Preferences: Factors Influencing Choice of Fast
Food Outlet. Academy of Marketing Studies Journal. 24(1). pp.1-17.