Hilton Hotel UK: Green Practices and Competitive Advantage Study

This report delves into the green practices adopted by UK hotels, with a specific focus on the Hilton Hotel. It begins by outlining the research rationale, aims, objectives, and research questions, followed by a comprehensive literature review exploring relevant theories and models of green practices within the hospitality sector. The research methodology chapter details the research philosophy, approach, design, data collection methods, and sampling techniques. The report then presents a qualitative data analysis using secondary research, including thematic analysis of interviews with Hilton Hotel managers. The findings are synthesized in the conclusion and recommendations chapters, offering insights into how green practices contribute to gaining a competitive advantage. The study emphasizes the increasing importance of sustainability in the hospitality industry and its positive impact on a company's performance and market position, as well as the increasing awareness among the public regarding environmental concerns. This report provides a detailed examination of how Hilton Hotel has adopted green practices, reduced its environmental footprint, and gained recognition for its sustainability efforts, including certifications and awards.

Green practices adopted by
UK hotels and its role in
gaining competitive
advantage: A study on Hilton
Hotel UK

Abstract
This research focuses on Green practices adopted by UK hotels and its role in gaining
competitive advantage: A study on Hilton Hotel UK. At first chapter of this study, the learner has
given research rationale, aim, and objective and research questions. In second chapter of
literature review, researcher has mentioned various relevant theories and models of green
practices. Apart from this concept of Green practices has been detail elaborated in this chapter.
On the other hand, in third chapter of research methodology, learner has stated research
philosophy, approach and design. Data analysis tools and techniques along with sampling
technique have been clearly mentioned in this chapter. Moreover in chapter four of data analysis,
learner has made secondary research method. In secondary research method, qualitative data
analysis has been made on two managers of Hilton Hotel. Thematic analysis has also included in
this chapter. In fifth chapter conclusions and recommendations have been provided.

Acknowledgement
The research work on “Green practices adopted by UK hotels and its role in gaining
competitive advantage” has been able to provide me with the highest level of satisfaction as
this research focuses on the fact of how the green practices and the systems of green accounting
have impacted the performance of the entities engaged in the sector of hotel and hospitality
sector. I hereby declare that I am highly obliged to all my fellow group members who assisted
me in the process of successful completion of this research work.
I would like to present my gratitude to all the people who served as well as guided me in an
effective manner to assist me in the successful and appropriate completion of this research work.
I would like to give regards to the higher authorities, without the guidance of whom the
completion of this work would have remained incomplete. I would like to present thanks to my
group members as well as I also as a researcher would appreciate the patience of the respondents
who responded to my research work as without their co – operation the work would remain
incomplete and in efficient.
Thank You

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background to the Research.............................................................................................1
1.2 Organizational Background..............................................................................................2
1.3 Significance of the problem..............................................................................................2
1.4 Statement of Purpose........................................................................................................3
1.5 Statement of Problem.......................................................................................................4
1.6 Aims and objectives.........................................................................................................4
1.7 Research Questions..........................................................................................................5
1.8 Analysis and framework...................................................................................................5
1.9 Dissertation Structure......................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Introduction......................................................................................................................7
2.2 Concept of Green Practices.............................................................................................7
2.3 Relevance of Green Practices in Hospitality Sector.......................................................10
2.4 Green Practices prevalent in hospitality sector..............................................................11
2.5 Role of Green Practices in gaining competitive edge in the market..............................14
2.6 Barriers faced by Hospitality sector in adoption of green practices...............................15
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................16
3.1 Introduction....................................................................................................................16
3.2 Research Approach.........................................................................................................16
3.3 Research Philosophy......................................................................................................17
3.4 Research Strategy...........................................................................................................17
3.5 Research Design.............................................................................................................18
3.6 Data Collection Methods................................................................................................18
3.7 Data Collection Instruments...........................................................................................18
3.8 Sampling.........................................................................................................................19
3.9 Reliability and Validity..................................................................................................19
3.10 Ethics............................................................................................................................20
3.11 Limitations of the Research..........................................................................................20

CHAPTER 4: DATA ANALYSIS................................................................................................21
4.1 Introduction....................................................................................................................21
4.3 Primary research: Qualitative data analysis...................................................................21
4.3 Secondary research: Thematic analysis..........................................................................23
4.4 Summary.........................................................................................................................28
CHAPTER 5 - CONCLUSION.....................................................................................................29
5.1 Conclusion......................................................................................................................29
5.2 Objective Linking...........................................................................................................29
5.3 Limitations of the Study:................................................................................................32
CHAPTER 6 - RECOMMENDATION.........................................................................................33
6.1 Recommendation 1.........................................................................................................33
6.2 Recommendation 2.........................................................................................................33
6.3 Recommendation 3.........................................................................................................35
6.4 Recommendation 4.........................................................................................................36
REFERENCES..............................................................................................................................38

CHAPTER 1: INTRODUCTION
1.1 Background to the Research
In the present world, one of the haunting public concerns has been in regards to
sustainability of economic development. The increasing depletion in the environmental
conditions and accelerating deterioration of the natural resources is one of the major factors
behind the increment in such concern among the residents of this universe. It is interesting to
highlight that the need of adopting a 'green movement' was realized by the world in 1960s,
however, the business world has now after passage of almost 20 years realized the obligation to
adopt such practices in its ideology, policies and culture (Dane, 2010). The term 'green business'
has found its inception in the present world. But a universal acceptance of this trend is yet to be
taken place, as the concept in itself is still in the evolving stage and is attached with various
ambiguities. One of the reasons behind this is that the perception of greening changes in every
region. Moreover, it is considered as a liability by the companies both in terms of cost and loss of
revenue.
Each and every entity in the world can realize the effect of changing environmental
conditions, which is primarily caused due to increasing level of pollution and depletion in natural
or non-renewable resources. This in turn has made the public and business houses realize the
harm which has been inflicted on the conditions of our surroundings. A major role is played by
the carbon emissions of businesses and other related activities which take place on a major level.
In pursuance to the same government of all the nations have have mandated large business
houses to adopt green practices and reduce their footprint on the environment. An increasing
trend of introducing policies for protection of the environment has been observed in various parts
for the world (Achieving Sustainable Green Practices, 2011). As it is known large businesses
function on larger level to utilize increasing number of resources and thereby impacting the
environment on a larger level. Hence, businesses adopting sustainable practices can make a huge
impact on the level of protection catered towards the environment. Moreover, it poses a great
benefit for the business units as well, in the form of a direct influence on the performance of the
company. Adoption of sustainable practices has the potential to strengthen the position of a
company in the market, thereby making a positive impact on the goodwill so possessed by the
entity. This in turn also improvises the morale of employees, thereby, leading to a positive drive
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of change in the society. An additional advantage of cost saving may also be realized by the
businesses (Miller and et. al., 2012). It has been observed, that the modern businesses have
increasingly been adopting green practices within their operations in their initiative to pay back
to the environment on the basis of which they have grown.
1.2 Organizational Background
One such entity is Hilton Hotel which has adopted various green practices which its
culture and policies, in their drive to reduce the footprint on the environment. The entity is
functioning in the hospitality industry for a long time and has marked its presence worldwide.
The Hotel has been leading entity in the industry of Hospitality, all over the world. The inception
of the company was laid in the year 1954, by its founder Conrad Hilton, whose vision to fill the
world with light and warmth of hospitality has been successfully working for the entity till date.
In addition, every stakeholder of the Hotel is driven by this vision (About Us – Hilton Hotel,
2016). Moreover, the management of the Hotel also seeks to preserve the environment with the
aid of adopting efficient operations and undertaking innovative partnerships. It is believed by the
Hotel that the challenges posed by the changing environmental conditions heavily impose the
welfare of people as well as the ecosystem of the earth. Hence, in pursuance to the same the
authorities have identified some of the areas which tend to heavily impact the environment and
have adopted a strategy to amend the current practices in order to specifically address the issues.
This identification of specific areas has been undertaken along the entire value chain, for
establishment of operational objectives as well as adoption of efficient policies. This has further
enabled the management to develop measures and tools in furtherance to their objective of
preserving the environment as well as monitor the advancement.
1.3 Significance of the problem
The present study throws light on the green practices adopted by the Hospitality industry
of Britain. It is has been seen in the present era that the footprint of various organizations on the
environment has undergone a major level of escalation. It would not be wrong to say that the
hospitality industry also constitutes to be one of the major contributors to this environmental
deterioration. This industry in particular has been impacting the surroundings by exploiting
energy and emitting carbon in the air. Further, immense amount of waste is generated by the
daily activities of hotels and usage of water is also on a grand scale (Green Business: Challenges
and Practices, 2014.). These highlighted issues constitute to some of the impacts being made by
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this industry on the environment. With the technological advancement and adoption of highly
mechanized system, the level of exploitation and its impact has also increased. Therefore,
adoption of green practices by the components of this industry is the need of the hour and hence,
the instant study focuses on various measures which can be adopted by these entities to go green
in its operations.
1.4 Statement of Purpose
The fundamental rationale behind undertaking this study is “To critically analyze the
green practices adopted by UK Hotels and how these practices support in gaining competitive
advantage – A case study of Hilton”. The increasing awareness of environmental enhancement
can be specifically witnessed in the Hospitality Industry of the UK, and has resulted in large
benefits to the environment. Along with the same, a major impact can also be seen in the form of
benefits which are being extracted by the various hotels of this sector (Rockell and et. al., 2010).
As has been observed in the market of UK, Hilton Hotel has adopted green practices on an
extensive level by taking initiatives in the field of preservation of various natural resources. It
pursuance of the same the Hotel has been awarded with product of the year from Environmental
Leader for its product 'Light Stay'. It is in essence a Corporate Responsibility Measurement
platform which recognizes the innovative approach being applied by them to reduce their
environmental footprint and enhancing their energy management with the aid of 'Light Stay'.
Moreover, Newsweek's 2016 has ranked Hilton among the top entries of the Top Green
Companies list. Hence, the study is being pursued to analyze and understand various measures
being undertaken by the Hotel in its drive to preserve environment.
One of the interesting facts which is worth noting is that Hilton has become the first
global company from the hospitality sector to be certified ISO 50001 for Energy Management.
The company functions to efficiently utilize energy to ensure a low carbon future for all. In
pursuance to the same a reduction of about 14.5 % has been realized by the company. Moreover,
it is also a certified ISO 14001 in relation to the Environmental Management as well as 9001 in
context to Quality Management. It has developed itself as top Green Brand across the world and
has been positioned within top 50 of the of list of Green brands (Preserving Environment, 2016).
It has been observed that green brands are given a leverage over other brands of the
market and hence enable them to attain a competitive edge in the sector. Hilton has proved to be
one of the best living examples of this trend. In today's world the public has become aware about
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the environmental concerns and the need to adopt environmentally friendly measures in every
aspect of our lives. Hence, in this drive of improving out surroundings, a major level of support
can be realized by enterprises from the end of the public. This support is extended in the
hospitality industry as well, in the form of people preferring to access services which are not in
any form hampering the environmental conditions and are green in nature (Stahl, 2006.). This in
turn has shown an enhancement in the reputation of the organizations in the market and
specifically in the case of Hilton. Additionally, the name of the company has been ranked at high
positions in environmentally friendly parameters. Therefore, in pursuance to these developments
realized by Hilton Hotel due to adoption of green practices has developed an interest of the
author to analyze the same. Moreover, the initiatives undertaken by Hilton are innovative and
highly effective in achieving their targets and hence, are being studied to present a study for
influencing the other players of the sector. Apart from this, the author has a keen interest in the
subject of environmental betterment and is of the opinion that the practices adopted by this
company are highly inspirational and offers great deal of learning.
1.5 Statement of Problem
The fundamental problem posed by negligent behaviour of enterprises towards the
environment has led to a major level of depletion in the conditions of our surroundings. With the
technological advancement and less awareness about its impact on the natural resources has led
to be one of the greatest concerns of the present era. Further, this deteriorating conditions can be
realized by each of the resident of our earth in the form polluted air, increasing number and type
of diseases, depletion of ozone layer, increasing number of health and skin issues and so on.
There are many corporates who have realized their obligation towards the betterment of
environment and has adopted green practices to reduce their footprint. However, many entities
especially in the hospitality industry are still ignorant of this issue, unlike Hilton Hotel.
1.6 Aims and objectives
The primary aim of this study is “To critically analyze the green practices adopted by UK
Hotels and how these practices support in gaining competitive advantage – A case study of
Hilton”. In furtherance to the aim, following objectives have been ascertained for realizing the
expected findings:
 To understand the concept of green practices in the entire hospitality industry of UK.
 To analyze the impact of green practices in gaining competitive advantage in the market.
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 To evaluate the ways adopted by Hilton for reducing its adverse impact on surroundings.
 To recommend effective ways through which Hilton can enhance its green practices.
1.7 Research Questions
The below mentioned are the Research questions identified for effectively undertaking
the research on the basis of aims and objectives to carry out the present study:
 What is the relevance of green practices in the entire hospitality industry of UK?
 What is the role of green practices in overall performance of Hilton Hotel, particularly in
terms of gaining competitive edge?
 What are the ways adopted by Hilton Hotel for reducing its adverse impact on
surroundings?
 What are the effective ways through which Hilton can enhance its green practices?
1.8 Analysis and framework
The design of the instant study is in the nature of exploratory with its primary emphasis
on finding and exploring innovative ideas and thoughts which can lead to fulfilment of aims and
objectives of the present research. Further, this design shall enable to ascertain various green
practices being exercised by Hilton Hotel and also the manner in which it shall support the Hotel
to attain a competitive advantage in the market. The study shall be presented in an inductive
approach, wherein he findings shall motion from specific to general. One of the fundamental
factor behind opting of this approach is that the whole study is focused on the green practices
adopted by Hilton Hotel. A philosophy of Positivism has been adopted all the arguments and
scenarios presented herein shall be positive and portray the steps undertaken by Hilton for
improvement of environmental conditions. The collection of data has been from secondary
sources. In furtherance to the same, past research and literature are used to accumulate relevant
information with regards to green practice. The source of secondary data shall be from books and
journals, in addition to some online articles. A snowball sampling shall be undertaken to obtain
relevant information for present research. The data gathered through the means of this process
shall be analyzed qualitatively, on the basis of various themes which shall be prepared in relation
to the aims and objectives.
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1.9 Dissertation Structure
To undertake the instant research in a mechanized form and further present it in a
structured manner the following sequence of chapters has been prepared. The rationale behind
development of this structure is effective fulfilment of aims and objectives of carrying out the
research.
Chapter 1 Introduction: This section of the dissertation shall introduce the chosen topic by
providing a brief background of the research topic and overview of the company. Followed by
which the rationale of carrying out the instant research along with the aims and objectives so
determined shall be covered. This chapter seeks to acquaint the concept of green practices,
particularly in respect to Hilton Hotel.
Chapter Literature Review: This is the second chapter, which shall provide a critical analysis of
the research topic on the basis of themes so formulated out of the aims and objectives. This
analysis shall be undertaken with the assistance of opinions and observations of various authors.
The themes shall be primarily evolved from the green practices of Hilton Hotel and the manner
in which it supports in gaining competitive advantage.
Chapter 3 Research Methodologies: It is one of the most vital section of the dissertation which
ascertain the tools and techniques being employed for undertaking the present research.
Secondary data shall be utilized for collecting data, which shall be analyzed by formation of
different themes and with the application of inductive approach.
Chapter 4 Data Analysis: The segment shall undertake a qualitative analysis of the data
collected from primary source. The data gathered from undertaking the research is primarily
collected from senior managers of Hilton Hotel through the means of well structured
questionnaires.
Chapter 5 Conclusion and Recommendations: The last chapter of the dissertation shall present
the findings so deducted from analysis of the data. It shall reflect the manner in which Hilton
Hotel has gained competitive advantage in the market by adopting various green practices.
Finally, relying on the analysis and the findings certain recommendations have been made for the
betterment of the company.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature Review constitutes to be one of the most vital sections of any research, as it is
a critical analysis of the subject matter on the basis of opinion of various authors. The objectives
framed to conduct the present research shall be satisfied at this level to a major extent through
the means of theoretical data so collected in the form of concepts and theories. This study shall
primarily focus on the concept of Green practices, its significance in the Hospitality industry of
UK and its contribution in achievement of competitive edge in the market. Furthermore, the
study shall be carried out with the perspective of Hilton Hotel UK.
2.2 Concept of Green Practices
Adopting Green Practices in one's business refers to pursuing policies and strategies
which are friendly and responsible towards the ecology. The ideology behind these practices has
been linked with sustainable development. Rockell and et. al (2010) explains the concept in a
very narrow format by referring it a means to produce green output. On the other hand, Green Jr
and et. al (2012) explained it as an art of balancing between the urge of gaining higher profits,
sustainability and humanity. Organizations who have adopted these practices can also be termed
as green businesses, who strive to earn profits without impacting the environment as well as the
society in a negative manner. In pursuance of the same, it can be said that green businesses
function to minimize the negative influence on the local and global surroundings, society and the
economy. In addition, the management of such organizations formulate policies and strategies
which particularly address environmental concerns and positively impacts human rights. On a
similar note Azevedo, Carvalho and Machado (2011) opined that these businesses have practices
which are completely sustainable in nature to benefit the natural system, assist the society and
its people to spend a healthy life today without compromising on the needs of the future
generation. In addition, they ensure that their contribution towards the economy is also not
hampered along with the profitability margin they have been retaining by undertaking the
business activities. This leads us to the framework of integrated decision-making, which was
propounded by Ham and Han (2013). The basic requirement of this approach is to enable the
businesses to formulate policies which are integrate the above three aspects of society,
environment and economy. The author does not expect the organizations to cover all the
7

dimensions of sustainable development but only some essential ones to ensure a healthy life for
the future generation.
Green practices promote usage of natural resources in an optimum manner without
having a trace of exploitation in their technique. Moreover, renewable resources are preferred by
this approach to make the entities environmentally sustainable and in addition it also strives to
make them socially responsible for their impact on the living conditions of other humans. This
responsibility is imposed in the manner that they consider themselves accountable for usage of
the human resource as well, in addition to the influence sustained by them. Chou, Chen and
Wang (2012) has opined that it is important to understand that green practices is a wider concept
which encompasses within itself the obligation towards the society and humans, in addition to
the environment. The responsibility towards the surroundings has been attached with the
requirement to honour human rights of the current as well as future generations, while ensuring
economic viability of their own business. The mentioned author strives to obliterate the
distinction between 'green practices' and 'sustainable practices' and in essence requires business
organizations to adopt a sustainable approach towards economy, society and environment. It has
been observed by Mudgal and et. al (2010) that such businesses adopting green practices follow
a Triple Bottom Line (TBL) framework in their accounting. TBL is essentially comprised of
three components – Social, Ecological and financial. These three dimensions of performance are
adopted to ensure compliance with the their social and environmental responsibility, along with
enhancement of economical value. This approach seeks to widen the concentration of businesses
from the financial perspective to social and environmental concerns as well.
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Illustration 1: Triple Bottom Line
Source: Namkung and Jang, 2013
On the contrary, Berezan and et. al (2013) has adopted a narrower approach towards this
concept by focusing only on the term 'green' and considers it to concerned with and in support of
betterment of the environment. He is of the view that it is a commitment to be in compliance
with the environmental principles while operating the business activities. In a direct manner it
can be stated as an approach with which entities prepare a plan to reduce its impact on the
environment or ensure to undertake actions which do not pose any negative influence on the
surroundings.
As observed by Young and et. al (2010) green practices brings about a revolutionary
change in the approach of a business entity and the manner of their working. With the aid of
these practices corporates can protect the environment from adverse effects as well as aid in
sustenance of natural resources. On the contrary Pearce, Barbier and Markandya (2013) stated
that more than a measure, it is an approach or philosophy adopted by business units towards the
manner in which various policies and strategies are formulated for betterment of planet,
customers, society and the employees. Hence, it can be said that these practices obligate an
9

organization to work for the betterment of their stakeholders and ensure a healthy environment
for all.
The present era of globalization and technological advancement has given rise to various
new issues, in addition to the benefits it has been providing. As identified by Elliott (2012), the
consequences realized on the environment are posing a major threat for the present as well as
future conditions.
2.3 Relevance of Green Practices in Hospitality Sector
The Hospitality sector's contribution to the depleting conditions of the environment is not
less than any of the other industry. Brand (2012) has calculated that the Hotel industry's carbon
emission on an annual basis amounts to 60 million tons. This can be credited to the wasteful
practices prevalent in the industry as well as some oblivious guests which tend to exploit the
available resources. The energy spent on an yearly basis can be approximately summed up to
$7.5 billion and an immense amount of waste is produced by each of the entity of this sector. The
most shocking figure is the level of consumption of water on an annual basis which equals to
around 219 billion gallons. The above mentioned figures clearly reflect the extent to which this
industry has been hampering the environmental conditions. It is important to note that this list is
not exhaustive in nature and poses a large impact on its surroundings. The Hotel industry deals
with varied people on a daily basis and each of the guests they receive come with different
requirement and habits. In pursuance to the same, the management of the hotels are required to
stay prepared to cater to each of the needs in an efficient manner and hence, are also required to
deploy the available resources on a large scale. It has also been observed that, guests visiting
hotels generally longs to spend luxury time in the hotel and in this desire they tend to utilize
various resources such as water, energy and so on in a way which leads to wastage and
exploitation. These figures if calculated on an aggregate basis shall amount to an exorbitant
figure which poses a proportionate threat on the surroundings.
Owing to the above mentioned ill-effects of the hospitality industry, it can be inferred
that this industry is required to take a step forward to reduce their footprint on the environment.
A small contribution at the end of a single entity has the potential to bring about a major
revolution on the industry level, thereby, reducing the impact on the overall atmosphere. One of
biggest example has been established by the Hilton Hotel UK which has been recognized for
adoption of innovative techniques for optimum utilization of energy and has been awarded the
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first rank in Top Green Companies of the year. Singh and Pandey (2012) has opined that the
components of the industry shall take inspiration from the practices being followed by Hilton and
has laid great emphasis on adoption of green practices in their operation and become socially as
well as environmentally responsible. This assertion can be corroborated from the fact that if all
the hotels of the nation decide to go green by saving water, then this trend has the potential to
save about 65.7 billion gallons a year. On the other hand, Zhang, Shen and Wu (2011) has
opined that it is not just the obligation imposed on the management of hotel, but it is also the
responsibility of all the guests who visit these hotels and utilize their services.
In the present world, the consumers have become aware of all the prevalent issues and
therefore, prefer to utilize activities which are environmentally friendly. In pursuance to the same
adoption of green practices shall enhance the reputation of these hotels and positively impact the
brand image of the entities. In turn, higher profits and turnover can be realized which shall be
extremely beneficiary for the business of these hotels. The benefits posed by adoption of these
practices is two-fold in the sense that utilization of resources in a controlled manner shall save
money in addition to the the environment. One example which has attained heights in this subject
is Mariott International. It has been observed in the case of this hotel that the fact that they have
included various goals to reduce their footprints on the environment by bring about a regular
reduction in the utilization of some of the important resources has proved to be one of the major
reasons for customer satisfaction. Verrier and et. al (2014) has opined that this is also one of the
means to inspire a large number of people as the interaction of hotel industry is direct with the
public in general. Hence, it can be inferred that adoption of green practices by the constituents of
hospitality industry has multifaceted advantages for overall improvement.
2.4 Green Practices prevalent in hospitality sector
The business players of the hospitality sector in order to go green, adopts various
principles and policies which function to enhance the living conditions for various stakeholder,
society and the planet. Winston and Mintu-Wimsatt (2013) has stated that the goals of social and
economic fairness, environmental sustainability and development are attached to the operations
of the enterprises from production to the supply chain management. Some of the common
practices which are particularly adopted by the businesses in this sector are those related to water
conservation and reuse of the linens. Apart from this various practices related to optimum usage
of energy and other natural resources, minimizing the impact of various practices on the
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environment and specifically reducing carbon emission are also prevalent in the hospitality
industry.
For instance, Hilton in order to improve its environmental performance has developed an
integrated culture within its organization, which is more sustainable in nautre and promotes the
same across all the units of Hilton. In pursuance to the same, the management has opted for
various environmentally friendly and smart choices within its internal as well as external
working. Moreover, the Hotel is utilizing LightStay to keep a track on the fulfilment of the
ascertained goals, and further share best practices in order to assure continuous improvement. It
is important to highlight, Hilton is considered as one of the Top Green Corporates on the planet.
On a similar fashion other big names such as Mariott, Westin and so on have also taken
initiatives in furtherance to this mission to make a greener environment for the present as well as
future generation.
Some of the specifc practices which can be adopted by the Hospitality sector of UK can
be related to Energy Conservation, which can be undertaken by making an efficient usage of
energy within the internal and external operations. In view of the same, Stahl (2006) has opined
that this could be a key strategy for any entity to ensure a reduction in the carbon footprint and
secure a future with low level of carbon in the environment. In furtherance to his initiative,
businesses can opt for an efficient lightings sytem throughout the premises to ensure
minimization of the energy consumption through the means of florescent light bulbs or the ones
which consume electricity. Automatic systems shall be installed to switch off electronics and
12
Illus
tration 2: Green Electricity
Source: Preserving Environment, 2016

appliances when not being used for a longer duration of time and further use only those appliaces
which save energy. Hence, every entity shall make an attempt to monitor and control the
consumption of energy at all levels, which in turn shall have a significant impact on its
contribution towards sustainable practices. Ottman (2011) states that a energy management
program can be adopted within the internal system of the Hotels so as to make an optimum
utilization of electricity in the activities of heating, cooling and other usages of energy.
Illustration 3: A hierarchy for Waste
Management
Source: Neergaard and Ulhoi, 2007
Finlay and Gough (2008) has emphasized on another important area of Waste
management which requires focus of this industry. It has been observed that the generation of
solid waste on a global level shall increase to 70 percent by the year 2025, in accordance to a
World Bank report. Further, it has also been noted that a major contribution is made by the
hospitality sector, which is a major cause of concern. Therefore, there is an urgent need for these
businesses to recycle the waste and also dispose off the immense amount of garbage in an
effective manner. One of the first steps which can be taken in pusuance of this is reduction in the
usage of paper and go digital. Van den Akker and et. al (2006) has noted that 35% of the waste is
constituted of paper, even though it is one of the easiest thing to recycle or reuse. Hence, the
practice of communicating through emails witht various stakeholders shall be encourgaed,
instead of printing letters or booklets for this purpose. In the even printing a document or
information is necessary, then sustainable papers shall be utilized to be in consistent with green
practices. The offices shall be provided with paper recycling bins so as to reduce the paper waste.
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Apart from this a large amount of waste in the form of food articles and plastic products is also
generated by hotels. The managment shall recycle these biogedradable wastes being generated
from the daily operationof the hotel to make vermi compost or prepare biogas. This in turn shall
act as an effective waste management scheme and in addition, function for betterment of the
planet. Finally, a proper system for disposal other waste shall be adopted, which is either in the
form of plastic or e-waste.
2.5 Role of Green Practices in gaining competitive edge in the market
A significant advancement has been experienced by the hopitality sector in relation to
increase in green initiatives and sustainability practices. A prominent role is played by this
approach of the businesses in formulating a position in the market or in the process of branding.
In today's world, more and more hotels are converting themselves into green businesses and this
trend can be owed to the increasing consciousness in the guests as well as the staff members.
Miller and et.al (2012) has noted the importance of the standard of "worldwide global
citizenship" has gained immense significance in the present market and the management of
various enterprises are striving to achieve the same. One of the hotels which has understood the
importance of these practices is Westin. It has been successfully providing the guests with
innovative opportunities to contribute towards the betterment of a healthy environment.
Apart from many benefits which can be enjoyed by these entities on adoption of green
practices, is that of attainment of competitive advantage in the market. Wåhlberg (2012) has
stated that green practices is one of the measures for the hotels to attain the position of
competitive advantage in the market, as long as it is undertaken as a volunatary measure. It has
also been observed that adoption of these practices is set to become a mandate considering the
rise in the cost of non-renewable energy, increasing pressure from the regulators and lastly, the
escalating level of consciousness within the guests as well as general public. In light of this fact,
Neergaard and Ulhoi (2007) has foreseen that business models with a focus on green practices
are bound to attain strong position in the market and thereby achieve a competitive advantage in
the market. Moreover they shall place themselves way ahead in the emerging sustainability
curve. Some of the leading names in the industry feature LEED certified buildings as a strategy
towards going green in their operations. In addition, they offer a variety of services which are
completely eco-friendly, some of which are in the form of green spas and green restaurants.
Solomon, Russell-Bennett and Previte (2012) have observed that these practices have
14

successfully tested the appettite of customers for green practices, specifically in this industry.
Another big name is that of Hilton Hotel which has begged various awards and recognitions for
its green practices. This in turn has led to a spread of the word in relation to the efforts
undertaken by the Hotel which has attracted new clientele for the Hilton. In addition, this has
also ranked a high position in the list of socially responsible companies and has enabled them to
sustain a competitive advantage in the market.
2.6 Barriers faced by Hospitality sector in adoption of green practices
Various players of this sector has shown hesitance in adoption of eco-friendly practices in
their operations. One of the major reasons which have been observed by Wåhlberg (2012) is this
regard are increased capital costs and budget approvals. These have posed to be some of the
major discourging factors for entities to adopt green practices. It has also been stated by some of
the hotel owners that they feel adoption of a green approach in the overall operations is not
feasible and seems to be practical only in theory. Dane (2010) has established that, the fact that
green practices require a totally new concept of ways of working, which is not comfortable for
various players of the market. This is one of the major reasons entities have adopted this
approach only in a limited scope of working and have not transformed the overall operations in
furtherance to this objective.
Another major reason has been given by Rockell and et. al (2010), who has opined that
the results of adoption of green practices can be primarily be witnessed in the lon run and hence,
management of these hotels are discourgaed by not realizing any change in their profits or other
relevant factors. It is important to note that, the basic level of awareness about the sense of
responsibility towards the planet as well as society is missing within the industry. Hence,
knowledge deficiency is one of the greatest challenges being faced in this sector. The entities are
struggling to comprehend the long term benefits they may realize by inculcating these activities
which could be in the form of reduced costs or higher good will in the market. The level of
awareness about the environmental footprint among the small business players in very low and
this amounts to be a major constraint in adoption of eco-friendly practices within the operations
of their busniesses.
15

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
This is one of the most important section of the dissertation as it establishes the tools and
techniques which are deployed by the researcher for undertaking an effective and efficient
investigation of the research topic. A very vital role is played by these tools for fulfilment of the
aims and objectives of the dissertation. This Chapter covers some of the specific topics which
can be enumerated as Research Philosophy, Research Approach and Research Strategy which is
illustrated in the context of the case scenario. Then it elaborates Research Design, Data
Collection methods and Instruments, Sampling, Reliability, Validity, Ethics and Limitation of
the research so conducted. Undertaking research on the basis of these tools and techniques, shall
enable the investigator achieve all the expected results.
3.2 Research Approach
Adoption of an appropriate research approach is considered to play an instrumental role
in realization of expected findings. An effective process of research can only be conducted after
a suitable research approach is selected by the researcher. Furthermore it also enables the
investigator to make correct and highly effective decisions in association with the study, which
in turn further aids in accomplishment of relevant and helpful results (Kothari, 2011). This
technique essentially functions to reduce omissions in the whole process of research and plays an
imperative role of a highly efficient support system for execution of various methodologies
selected for carrying out the research. Research approaches can be bifurcated into two categories
– Inductive and Deductive Approach. The former is an approach which encourages the collection
of only beneficial data, on the basis of which the researcher can identify a pattern to evolve a
theory. This in consequence assists in ascertainment and explanation of patterns within the data.
Whereas, deductive approach promotes undertaking a research which moves from general to
specific.
The researcher in the instant study has adopted inductive approach, on the basis of which
the investigation has been carried out focusing on Hilton Hotel and for identification of the role
played by green practices in attainment of competitive edge in the market. The rationale behind
selection of this approach is primarily to collect data relevant to Hilton Hotel and particularly in
context of Green practices adopted by them through secondary modes. Further, a focused
16

research has been conducted to determine the connection between green practices and
achievement of competitive edge by the Hotel.
3.3 Research Philosophy
Research Philosophy can be characterized as the value and beliefs on the basis of which
the researcher undertakes the process of investigation as well as applies the findings in varied
manner (Jackson, 2011). On employment of an appropriate philosophy, the researcher is further
empowered to make the best choice of the method to be used for data analysis, which in turn has
a direct influence on the aims and objectives of the study. Research Philosophy can be classified
into Interpretivism and Positivism. The former promotes the provision of sufficient justification
of the issues related to the research through the means of relevant facts and figures. Whereas the
latter believes in generation of a hypotheses which is then examined and analysed through the
study. In addition, it also provides explanation which can be corroborated with the existing
knowledge over the subject.
The researcher to undertake this dissertation has inculcated the philosophy of Positivism.
In pursuance to the same, the researcher has also put forth some personal views in connection to
the subject. With the assistance of this philosophy, the researcher has been enabled to gather
facts and figures which can effectively justify the issue in question.
3.4 Research Strategy
In order to carry out an effective research, it is imperative to ascertain a strategy at the
preliminary stage so as to realize optimum results. Research strategy can be categorized into
Qualitative and Quantitative in nature. The former essentially produces descriptive results by
undertaking an in-depth study of various subjects involved in the research. This kind of strategy
promotes exploration of the issues involved in the study as well as gain an extensive
understanding of the attached phenomenon. Each of the question in answered by analyzing the
data which is completely unstructured, and a thematic analysis of the data so collected is
undertaken. However, the latter makes use of mathematical and statistical tools for undertaking a
systematic interpretation of the gathered data (Coviello, 2005). The whole process of
investigation is highly structured and constructed on the basis of statistical models. Though the
data collected in both the approaches can be the same, but the manner in which analysis is
undertaken is completely different.
17

In the present study, Qualitative strategy is adopted wherein secondary data shall be
collected through the various means and which is then analyzed on the basis of thematic analysis.
3.5 Research Design
It can be characterized as the blue print of the research and aids as the medium through
which the nature of the research is ascertained for attainment of the aims and objectives of the
dissertation. Research design can be in the form of Descriptive, Casual, exploratory and so on
(Saunders and et. al., 2010). Descriptive type of design essentially functions to provide a relevant
description of the issues/themes involved in the research topic, whereas, exploratory concentrates
on evolution of new and innovative ideas and thoughts.
For undertaking the present study, the researcher has developed a blue print which shall
guide the whole process of research by development of innovative thoughts and views. Hence, an
exploratory design has been chosen for achievement of the aims and objectives. Further, this
design shall enable to ascertain various green practices being exercised by Hilton Hotel and also
the manner in which it shall support the Hotel to attain a competitive advantage in the market.
3.6 Data Collection Methods
Adoption of appropriate method of data collection is very important for conducting an
effective investigation. These methods can be in the form of either primary or secondary
methods. The former refers to gathering of data or information which is completely new and
from the elements which are directly related to the issue. On the other hand, secondary data is
collection of information which is already existing in the world, and has been published through
the means of books, articles, journals, online blogs and so on (Pickard, 2012.).
For carrying out a research in the present study, only secondary methods has been
utilized. In order to understand the green practices adopted by Hilton Hotel, information was
extracted from the secondary source such as internet, past research, company websites and other
published materials. Through this, relevant information is gathered through the means of
published works of scholars and renowned authors in the form of articles, books, online material
and so on.
3.7 Data Collection Instruments
This dissertation aims to understand the role played by green practices in attainment of
competitive edge by the Hilton Hotel. In pursuance to the same, the researcher has decided to
18

deploy the secondary method. This aids in gaining relevant information about the subject matter
from external source that put forward the views and thoughts over the subject in a descriptive
manner.
Secondary method of collecting data in the present study shall contain accumulating
information from past research, company websites and press release. Through this, holistic
understanding of the view about hotel’s perspective of the green practices is attained.
3.8 Sampling
Sampling is a process which essentially involves studying and analysis of few selected
items, which are termed as samples. Sampling can be in the form of probability, purposive,
random and so on. The rationale behind adoption of this process is that collection of data from
the entire population can become a cumbersome task for the researcher. Hence, response of
selected respondents are collected and analyzed to realize relevant results (Burns, 2008).
In the present study, the researcher has adopted snowball sampling, in order to select
relevant literature material for this research. The rationale behind choosing this kind of sampling
is that the researcher is able to gain idea of further reading through the references of one
research. This way concrete information has attained that aids in attaining the research objectives
in effectual manner. Based on it, relevant information in perspective to the green practices
adopted by Hilton Hotel and its role in gaining competitive edge attained in an effectual manner.
3.9 Reliability and Validity
It is one of the foremost responsibility of the researcher to make a reliable dissertation
with all valid information. In pursuance to the same all the inconsistencies and irrelevancies in
the data so collected shall be eliminated before including the same in the dissertation (Singh,
2010). In addition, it shall also be assured at the stage of undertaking research, only reliable and
authentic sources shall be pursued for extraction of the data and also for gaining knowledge over
specific subjects. Moreover, the researcher can realize precise results only if authentic
information is referred and included in the dissertation.
In the present study, the researcher has assigned utmost importance to the reliability and
validity of data being collected. In furtherance to the same special and highly efficient tools have
been deployed by the researcher for collection of the data as well as undertake the analysis of the
same.
19

3.10 Ethics
The researcher while conducting the process of investigation for the present dissertation,
has complied with all the possible ethical consideration. Prior approval of the source of
secondary data has been taken through written consent and references are made for the same.
Also the researcher has assured compliance with the element of confidentiality in terms of the
data collected through past research. Lastly, the researcher has properly acknowledged all the
authors whose work has been referred to for carrying out the study.
3.11 Limitations of the Research
The process of conducting research is a cumbersome task and involves the role of varied
elements. One of the limitations which was faced by the researcher was in terms of the length of
the process of investigation. The time assigned for carrying out the study was not prolonged and
hence, the study was undertaken within a limited scope. Another issue faced by the researcher
was that this research only focused on secondary data on the relevant subject. Due to this, direct
and specific information with regards to green practice has not attained from managers of Hilton
Hotel. Through this, might be key information skipped from the present research.
20

CHAPTER 4: DATA ANALYSIS
4.1 Introduction
The researcher has chosen secondary data analysis for successfully completed this research.
Apart from this thematic analysis has been included in this study. In secondary research
qualitative data analysis has been included. Moreover, in a thematic analysis, four different
themes have been mentioned. At first theme concept of green practices has been given in detail
for making the project more effective. On the other hand, second theme of green practices
importance has been elaborated by learner. In third theme, an impact of green practices in
various business industries has been clearly stated. Moreover, in fourth theme, role of green
practice has been mentioned.
4.3 Primary research: Qualitative data analysis
Q.1 What do you know about green practices??
Manager 1 Manager 2
Green practices are the best solution for
saving environment and to keep it healthy.
Green practices can help to decrease air
pollution.
Table 1: Response of the managers
(Source: created by author)
According to the first manager, green practices in Hilton hotel is an important part to deal with
the various issues of weather and climate changes. Due to excessive heat, the resources could be
wasted. As a result product quality would be compared and customers would not attract towards
Hilton hotel. It is a vital practice to keep environment healthy and safe. It can be said that the
response of first manager is positive.
The second manager informs that GP could help to decreased air and water pollution. For dealing
with air pollution green practices is inevitable. It helps to mitigate the risk of air pollution.
Second Manager thinks that not only for this firm but also for other hotel industries, GP is
necessary to adopt. The response of second manager is positive.
21

Q.2 What is the impact of green practices on your hotel
Manager 1 Manager 2
Green practices help to get financial and
social benefits.
Green practices helped to draw the attention
of new customers
Table 2: Management feedback
(Source: created by author)
The first manager of Hilton hotel says that GP is essential elements to get financial benefits by
using natural sources. With the help of natural resources and reducing transportation cost Hilton
hotel has got financial benefits. Apart from this for getting competitive advantages financially
improvement is always the main criteria. Due to GP Hilton hotel has got social benefits. The
first manager's response is positive.
Moreover, second manager adds that green practices have developed to make hotel atmosphere
calm and quiet. Most of the customers are sophisticated and they have clear ideas about polluted
atmosphere. With the help of GP, all the environmental issues have been resolved and the quality
of new customers has been increased. Same way like first manager, response of second manner
is also positive and efficient.
Q.3 What are the recommendation would you like to provide for the betterment of these
practices?
Manager 1 Manager 2
It is an important factor to follow the process
of green practices effectively.
Smoking must be prohibited and plastics are
not allowed for customers.
Table 3: Response of Hilton hotel managers
(Source: created by author)
According to first manager of the firm, rules and regulations for GP must be followed by Hilton
hotel. It helps to increase the demand of Hilton hotel in market. Proper steps for green practice
would help to gain competitive advantages. As per the act of 2007, for GP, it is necessary to
follow rules and legislations properly.
In addition to this, second manager response that within hotel area smoking must be prohibited.
Plastics could make pollution and it is very important to make the policies of Hilton hotel
22

effective for handling customers. So that green practice project would be successfully executed.
This is a positive and effective response by second manager.
Q.4 What are the challenges faced by Hilton hotel while adopting this practices?
Manager 1 Manager 2
Greenery practices has taken extra time It needs more employees
Table 4: Management feedback
(Source: created by author)
According to first manager for green practices, it takes extra time and effort. Apart from working
time it sometimes difficult to give extra effort and it is a big drawback. At beginning of GP,
employees were faced various difficulties to adopt in the firm. After work, it becomes difficult to
work for green practice. Management of this company believes that it is not easy to adopt GP for
any hotel industries. This is true response from first manager.
In addition to this second manager replied that for adopting GP, extra staffs are necessary to hire.
It takes extra cost to maintain green practices. Collecting fund is the main essential factor to hire
employees and successfully maintain GP. This answer of second manager is positive.
4.3 Secondary research: Thematic analysis
4.3.1 Theme 1: Evaluation of Green practices in hospitality sector
Green practices concept must be cleared for all business industries to make environment more
fresh and healthy. At present situations, most of the industries are unable to follow green
practices (GP). GP could impact on production process. As a result, healthy environment
conditions are damaging. People are suffering from various diseases. In 1960 government has
identified various pollutions for larger, medium and small business firms. The government has
made several acts for saving environment and they have also given various guidelines for
maintaining an eco-friendly atmosphere. In the 21st century, pollution has been increased from
21% to 67% and global warming is beyond control. Government of different countries has
decided to make various policies that are. For each small, medium and larger firms, green
practices must be followed.
Based on previous research in 21st century around the world, most of the people are suffering
from different diseases due to unhealthy environment. Government of US made some survey on
environmental pollution in 1900 where air pollution has been studied for the first time. Then in
23

1970s government of US has made new environmental law for protecting environment. Apart
from this to protect air, water and nature green practices has been adopted by most of business
firms. Those business organisations have been included green practices in their work, they would
be called green business. Apart from this manager of those industries followed their rules and
regulation to save environment and to prevent air and water pollutions.
Each hospitality firms are trying their best to make healthy environment. Most of them are
making global awareness about the importance of green practices. Many companies have been
adopted Triple Bottom Line process for social, ecological and financial. In this process,
management would like to make their profit from market without harming global environment.
On the other hand, green practices are a commitment where all business activities would not
make negative impact on society. Technology has made various issues for many business firms
where it becomes difficult to follow green practices. In many countries, green practices have
already taken place with larger organisations. Most of business management have understood
how safe and healthy environment is important to save future. Based on research most of large
business industries have been included green practices within their regular activities.
Apart from this, government of all countries has decided to adopt green practices for every
business organisations. As per Clean Water Act 1972, all business firms must be concerned
about their pollution that is harmful to drinking water. On the other hand, Clean Air Act is an
important part of keeping environment pollution free. According to this, every business firms
must control their pollution to keep safe ecology. Moreover, in green practices, all extra
resources for making goods must not be wasted or thrown in any places.
4.3.2 Theme 2: Importance of Green practices in gaining competitive advantages from the
marketplace
It is an essential factor to include green practices within business firms. The main purpose of
green practices is such as -
Importance of environmental factors- For making ecosystem healthy and safe it is necessary to
include this practice. Apart from this for enhancing and protecting biodiversity green practice is
inevitable. According to Aykol and Leonidou (2015), on the other hand, to improve air quality
that is affecting due to pollutions must be resolved. Moreover, water quality would be also
improved. In addition to this for reducing waste streams, green practices could be beneficial.
With the help of extra plantations of greenery overall pollution would be maintained. For those
24

manufacturers industries where the pollution is very high, they could adopt green practices to
reduce their harmful effects on environment. On the other, government of various countries has
also taken steps for greenery plantation to mitigate global warming. On the other hand
conserving natural resources would help to protect from waste pollution. In addition to this
restoring resources would help to prevent environmental pollution. Green practices help to get
fresh air and water to live healthy and safe life. For saving environment from global warming
this practice has no substitute. The main purpose of including GP is to prevent negative and
harmful effect of environment. Fresh and healthy environment would help to gain maximum
profit from competitive market (Aykol and Leonidou, 2015).
According to Baker et al. (2014), economic importance is another part for hotel firms. For
attracting more consumers greenery plantations are inevitable. Many customers would like to use
facilities where firm place would be surrounded by greenery. So it is necessary to adopt greenery
plantations for Hilton hotel. It also helps to give competitive advantage in market. Greenery is
important for producing natural products like fresh foods and meals. As per the need and demand
of food this firm could create their own firm for gaining maximum profit from market. So it can
be said that greenery firm helps to increase productivity o Hilton hotel. For enhancing, profit
green practice must be main priority for hospitality sectors. For making natural surrounding
greenery practice is essential for drawing consumers' attention. Apart from this for making
Hilton hotel more attractive and beautiful green practices have no substitutions. In addition to
this having own firm, could save the cost of Hilton Hotel. From every perspective is inevitable to
adopt greener practices for gaining maximum advantages from every perspective.
Social importance is another concerned factor for hospitality sectors (Berezan et al. 2013). For
every hospitality sector, it must be kept in mind about their safety social environment. For giving
safe and healthy social environment it is necessary to include greenery practices by each
hospitality sectors. Social importance could help to develop brand image of Hilton hotel.
Moreover, for saving extra energy green practices is always give extra benefits to hotel firms.
Energy-efficient technology is another important part of Hilton hotel that could help to conserve
energy. It helps to save extra cost of Hilton hotel.
On the other hand importance of eco-friendly environment is another vital factor gaining
competitive advantages by hospitality sector. From every perspective, green practice is an
important part of Hilton hotel.
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4.3.3 Theme 3: Impact of Green practices on Hilton Hotel
Green practices help to prevent negative impact on environment and also save global
environment Chan et al. (2015). It reduces all the harmful effect of pollutions. Green practices
help to supply the eco-friendly products instead of non-green and harmful products. Green
practices do not follow traditional competition instead it would be greener. It helps to mitigate all
the environmental issues by following the principles of eco-friendly environment. In case of
sustainable business industries, where organisations would include goods manufacturing process
by keeping in mind environmental factors. For gaining profit all these industries would not break
any such rules of eco-friendly environment. Here companies would like to fulfill the need and
demand of consumers without any compromising any need of future generations (Berezan et al.
2013).
Hilton hotel could gain maximum profit from green practices by using the below-stated factors-
Management must use energy consumption facilities, waste discharge ways, recycling process
etc. apart from this other cost-cutting benefits could be collected by using energy saving light.
Usage of local production could save extra cost of the firm. By installing a green roof, extra
energy could be saved. With the usage of an above-stated factor, Hilton could save their extra
cost of hotel operations. Apart from this harmful effect of environment would also be prevented.
Moreover, Hilton hotel could save 20% consumption cost and 15% water cost. All benefits of
green practices are illustrated below-
Benefits of Risk management- Risk management in hotel industries could help to prevent
potential damage (Gao and Mattila, 2014). In hospitality risk management mainly focuses on
health factor from food, water and various diseases. However, in recent time social issues and
environmental issues are main risks in lodging sectors. Environment risk is like contamination of
water and land, air pollution, noise pollution and waste management as well. All these risks have
direct impact on capital cost of Hilton hotel. Management of the firm could mitigate all these
environmental risks by increasing green practices (Jeong et al. 2014).
Benefits of cost savings- Financial savings must be a significant factor for Hilton hotel. Most of
firm would like to save their extra cost to gain maximum competitive advantage in market.
Green practices could help to save up to 40% of consumption cost with any negative effect on
performance. On the other hand, Hilton hotels could save large amount by saving energy for
making comfortable temperature for their guest and consumers. Moreover, this firm could save
26

their transportation cost by using local firm's product. In addition to this recycling option for
extra resources could save high amount. Recycling is an important fact for saving extra amount
and to gain profits from market.
Benefits of competitive advantage- With the help of green practices management can get
competitive advantages from market. Green spas could help to draw the attention of customers.
Green practices could help to make the environment of Hilton hotel peaceful and serene. It helps
to retain maximum consumers. Most of the customers would like to visit in such a place which
would be surrounded by beautiful nature (). So the organisation can get extra benefits for their
green practices.
According to Kasim et al. (2014), benefits of employee retention is a vital part of gaining
competitive advantage. With the help of various environmental program, Hilton hotel could
provide staff incentive. It has been proved that environment program helps to motivate
employees. Apart from identification of employees values would be essential factor for the hotel
industry.
Benefits of consumers’ loyalty- Demand of customers have been highly increased for hotel
industries. Most of the customers are sophisticated and they are concerned about hospitality
firm’s environmental issues like organic food and fuels as well. For winning consumers ‘trust it
is necessary to make hotel environment more effective. All environment issues must be mitigated
by green practices.
Regulatory compliance profits- In present situation many hospitality sectors are regulating in the
usages of waste of resources and water. On the other hand, greenhouse-gas-emission and energy
usages could help to get regulatory compliance profits.
4.3.4 Theme 4: Role of Green practices in reducing the adverse impact
According to Kim and Kim (2014), it is very important to place this world in safe by adopting
green practices. The various adverse impacts of environmental, social and economic factors
could be mitigated with green practices. First of all negative environment factors like air
pollution and water pollution would be harmful to human beings. With the help of green
practices, air and water pollution could be reduced. Greenery foods must be included to hotel
industries for including in meal. Fresh food could help to keep the meal healthy and tasty in
hospitality sectors. On the other hand, most of the business industries must make their own firm
for tree plantation. In case of hotel industries using fresh vegetable from local firm could help to
27

prevent bacterial infections. With the help of recycling process, many resources could be saved
from wastage. In recycling first process is to avoid the unnecessary materials. For mitigating
various problem of economic, management could take help from natural sources of energy and
power saver options.
Environmental risk like extreme weather decreased of demand, global impacts, increased cost. In
case of extreme weather resources could be damaged (Wang et al. 2013). Consumers might be
unavailable for making contact with hotel industries. Apart from this suppliers may not provide
goods at right time. On the other hand, if the goods are not environment-friendly than the
demand of products may be less in market. Moreover, competitors could attract more customers
by their energy-efficient products. Then for Hilton Hotel, it becomes complicated for attracting
new consumers or retaining old staffs. It is an important factor to solve the environmental issues
with the help of maximum practices of greenery. Extra plantation could control adverse
environmental situations (Zhu et al. 2013).
Apart from this to practice GP properly Act of national Greenhouse and Energy Reporting 2007
must be followed by the management of Hilton hotel.
Moreover, to adopt GP in Hilton hotel, the management has faced various issues relating
employees, time management; cost etc. apart from these stakeholders had conflict for adopting
GP within firm. On the other hand, management was unable to manage time for this project.
4.4 Summary
In this chapter of data analysis, learner has discussed the various impacts of green practices on
hospitality sectors. Having clear concept about green practices is an important factor for hotel
industries. With the help of qualitative research, research has got authentic response from the
management of Hilton hotel. All these answers have helped to make good progress in this
research. In this chapter detail study about concept of GP and the importance of GP in business,
sectors are essential to gain maximum benefits from market. For gaining competitive advantage
and to get financial profits green practices must be included. In this study, various benefits of GP
have been clearly stated so that Hilton hotel could get extra benefits. Apart from this role of GP
and its useful practices for mitigating adverse issues have been elaborated. On the other hand,
various ways of enhancing green practices could helpful for Hilton hotel.
28

CHAPTER 5 - CONCLUSION
5.1 Conclusion
From the above discussion in the entire research, it can be concluded that Green Practices play
an effective and appropriate role in enhancing the market exposure of the entities in the era of
cross-border flow of capital. It has also been analysed that in the modern context healthy
environmental practices like the adoption of green accounting systems play a significant role in
the process of boosting up of stakeholder's confidence. From the above-performed research, it
can be depicted that green practices are helpful to the economies as a whole in the process of
conservation of the non-renewable resources and thereby to promote the level of economic
welfare.
It has analysed by the researchers that Green Practices in the hospitality sector helps in the
process of maintaining environmental sustainability as well as promoting the acceptable
practices within the premises of the entity. In the case of the organisation Hilton also it has been
seen that the management of the entity has adopted green practices in order to reduce the level of
waste production as well as in improving the overall surroundings of the enterprise. This green
practices also helped in enhancing the level of social and public welfare.
In spite of the existence of an aggregate number of barriers on the part of the organisations in the
process of adherence to the policies of Green Accounting, it can be said that green Practices have
helped in the process of generating goodwill and reputation of the entities in the modern business
context.
5.2 Objective Linking
5.2.1 Linking with objective 1: To understand the concept of green practices in the entire
hospitality industry of UK.
The researchers have linked this objective with theme 1- Evaluation of Green practices in the
hospitality sector in the UK. The objective is linked with theme 1 in order to judge the
effectiveness of Green Practises in the entire hospitality sector in the UK which has been clearly
explained and depicted in Theme 1. Under this theme, the concept of green practices and its
entire effect in the functioning of the hospitality sector in UK has been depicted in an analytical
manner. It has also been analysed in theme 1 that green practices are helpful in enhancing the
public image of the entities engaged in the industry of hospitality sector. In this part the
29

governmental measures relating to mandatory adherence to comply with the practices of Green
Accounting.
The increased effect of pollution and global warming has been depicted in theme 1. In this part,
all the effectiveness of the practices of Green Accounting in the context of reducing the overall
pollution and promoting the environmental sustainability has been explained and analysed.
All the problems and the barriers in the process of adherence to the Green Accounting practices
have been depicted in Theme 1. It has been observed that the companies are facing a problem of
budget constraints in adapting to the green practices.
It has been effectively analysed that adherence to the practices of Green Accounting has assisted
the entities engaged in the business of hospitality sector to ensure the stability and survival as
well as enhances the process of creating goodwill and reputation of the companies.
5.2.2 Linking with objective 2: To analyse the impact of green practices in gaining
competitive advantage in the market.
The researchers have linked this objective with theme 2- Importance of Green practices in
gaining competitive advantages from the marketplace. The objective has been linked with this
theme in order to analyse the effect of Green Accounting Practises in the process of acquiring
market share as well to gain the competitive advantage in the market. It has been analysed that
adherence to the practices of Green Accounting has helped the entities to regain the stakeholder's
confidence as well as assisted the organisations to minimise the frequency of Government
Intervention in the operations of the business.
Here in this theme, it has been observed that the government of the nations has taken several
initiatives in order to promote environmental sustainability and thereby to mitigate global
warming.
It can be thereby depicted from this part that the companies can able to attract new customers
and potential investors to the business if the practices of green accounting systems are followed
appropriately.
It has been analysed in this part that the Green Practices are effective in the process of attracting
the potential customers in the sector of Hotel and hospitality industry. The green practices are
helpful in the process of ensuring the objective of revenue maximisation for the businesses
engaged in the hospitality and hotel sector.
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It has also been analysed that green practices have assisted the entity Hilton hotel to widen its
customer base thereby to increase the market share in order to attain the objective of profit
maximisation.
5.2.3 Linking with objective 3: To evaluate the ways adopted by Hilton for reducing its
adverse impact on surroundings.
In this objective, the researchers have linked with theme 3 - Impact of Green practices on Hilton
Hotel. This objective has been linked with this theme since in theme 3 all the relevant impact of
green practices on the overall functioning of the organisation Hilton Hotel has been appropriately
depicted under this theme. It has been analysed that Hilton Hotel has been appropriately able to
save unnecessary costs as a result of adherence to the policies of green accounting.
It has also been observed that the company has been able to manage its resources in an effective
manner as well as helps the entity to improve its operational efficiency. It has been observed that
the adherence to the eco-friendly practices has helped the entity to enhance the level of output by
preventing of irrelevant costs to the organisations as well as to enhance the level of productivity.
It has been analysed in this part that the company has been able to save a majority of its
consumption costs which implies that the green practices have enabled the company to drive
towards the attainment of profit maximisation objective.
It has been noticed in theme 3 that through the process of environmental sustainability the
company Hilton hotel has been able to provide creative incentives to the employees and the
related workforce that finally contributed to minimising the level of employee turnover.
Therefore it can be said that due to appropriate adherence to the policies of green practices,
Hilton Hotel has been able to widen its customer base and thereby has been successful in
attaining the objective of profit maximisation.
5.2.4 Linking with objective 4: To recommend effective ways through which Hilton can
enhance its green practices.
Here in this objective, the researchers have linked this with theme 4 - Role of Green practices in
reducing the adverse impact and the various challenges to the entity Hilton Hotel. In theme 4 all
the requisite steps relating to the eradication of the adverse effects of pollution and global
warming through the adoption of green practices have been discussed in detail. Here it has been
depicted that the social and the environmental risks and hazards could be mitigated by adhering
to the practices of green accounting.
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It has been analysed that green practices in the hospitality sectors are helpful in the context of
maintaining the healthy environment and thereby to maintain the acceptable health of the
customers.
It has been analysed that there are a lot of problems that is faced by the entity Hilton Hotel in
adhering to practices of Green Accounting mainly related to the budget constraints.
5.3 Limitations of the Study:
The research work has been performed in an effective manner but still there exist some
weaknesses which if would not be present, the research work could have been performed in a
much appropriate manner.
One of the limitations related to the research is the cost factor for the researchers which has
caused due to the lack of funds. Another limitation of this study is the time constraint. Since the
submission of the research is to be made within the specified time it creates a barrier in the path
of research. One of the essential limitations to this thesis is that the answer of the respondents
may not be fully accurate means which there are slight chances of biases in the responses.
From the above study, it has been observed and thereby analysed that the companies are able to
derive a reasonable amount of profit and goodwill in the market by appropriately adhering to the
Green practises.
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CHAPTER 6 - RECOMMENDATION
6.1 Recommendation 1
Hilton hotel should depart effective training relating to green practice
It can be said that the company is required to
implement effective training practices to the
employees related to the green practices and
appropriate knowledge to be departed.
Specific
It can be said that by doing this the company
will be able to save costs and thereby improve
employee efficiency.
Measurable
It can be said that the company will be able to
achieve this objective by implementing
experts’ advice in the process of training.
Attainable
It can be depicted that the company will be
able to achieve this motive if the training is
appropriately departed
Realistic
The training if appropriately departed can
bring about a change in the employees within
a period of 1 - 2 months
Time Bound
Table 5: Recommendation for training related to green practice
6.2 Recommendation 2
The development effective control measures are needed for the betterment of the organisation
The entity needs to design an effective cost
structure in the functioning of the entity in
Specific
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order to control the flow of unnecessary costs
and thereby attain the objective of cost
minimisation. This will also help the entity in
ensuring the minimum amount of profit
The effect of the control measures can be
reflected in the cost structure of the company
and the Hilton Hotel can provide the services
to its customers at a much lower cost.
Measurable
It can be said that the company can attain the
objective of establishing a cost control
structure by adhering to the different
principles of controlling management and also
by conducting the evaluation of the
performance with relevance to the
organisational plans
Attainable
The company can achieve this objective if the
principles of controlling in accordance with
the green practices are effectively
implemented in the functioning of the
organisation.
Realistic
The entity Hilton hotel can realise the effect
of cost minimisation within a period of 1
accounting year if the control measures are
implemented in an effective manner
Time Bound
Table 6: Recommendation for developing control measure
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6.3 Recommendation 3
Hilton Hotel should implement healthy environmental practices and an effective system of
Waste Management
The entity is required to implement healthy
and acceptable environmental policies within
the workplaces of the entity. This will assist
the entity to minimise the amount of waste
production and this will also reduce the cost
Specific
The model of waste management will help the
entity Hilton Hotel to enhance the quality of
services provided to the customers as well as
helps the entity to enhance the level of cash
flows to the organisation
Measurable
The objective of waste management is
attainable in the context of green practices if
measures like effective plantation as well as
improved technology are implemented in the
functioning of the operations of the entity.
Attainable
The objective of waste management is
realistic in nature. The entity cannot attain the
objective in full but can eradicate the effect of
waste production to a great extent if the
culture of waste management is effectively
enacted in the performance of the employees.
Realistic
The company shall be able to achieve the
objective of reducing the effect of waste
production within a period of one accounting
Time Bound
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year if the policies of waste management and
green practices are appropriately adhered to
by the organisation.
Table 7: Recommending healthy environmental practices
6.4 Recommendation 4
The organisation needs to introduce the concept of green accounting in the system of
preparation of the Financial Statements
The company is required to implement the
concept of green accounting in the system of
bookkeeping and reporting of the financial
statements of the entity. The concept green
accounting enhances the concept of Polluter
Pays Principle.
Specific
The concept of green accounting will enhance
the practice of reflecting the cost of
environmental pollution in the financial
statements.
Measurable
The company will be able to achieve the
objective of green accounting if the company
appropriate report the costs related to the
environmental damage in the Annual Report.
Attainable
It can be said that the company shall be able
to achieve this objective if the appropriate
practices and effective internal control is
introduced in the system.
Realistic
For Hilton Hotel, it shall take periods ofTime Bound
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maximum one accounting year if the
environmental costs are effectively reported
for the purpose of audit compliance.
Table 8: Recommendation for introducing the concept of green accounting system
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