Research Proposal: Social Media, Eco-Friendly Environment, Hospitality

This research proposal investigates the contribution of social media networking to the development of an eco-friendly environment within the hospitality industry, using the London Marriott Hotel Regents Park as a case study. The research aims to evaluate the impact of social media on promoting sustainable practices and environmental awareness. The study will address specific objectives, including reviewing eco-friendly concepts, assessing the challenges of social media networking, and evaluating its impact. The research will employ a qualitative research design, using an interpretivism philosophy and a deductive approach, with data gathered through interviews with 20 employees. The literature review covers the concept of eco-friendly hotels, challenges in social media networking, and the impact of social media on environmental development. The research includes a Gantt chart outlining activities and a budget, and references relevant literature on the topic. This research seeks to identify strategies for hotels to leverage social media for environmental sustainability.

Research Proposal Form
Student Name Student ID
Section One
Research Title (in form of a question)
Evaluating the contribution of social media networking on development of an eco-friendly
environment in the hospitality industry: A case analysis of London Marriott hotel Regents Park
Research Aim (e.g., what do you wish to achieve? What do you want to learn to do? What do you
want to find out?)
The aim of this research is to evaluate the contribution of social media networking on the
development of an eco-friendly environment at London Marriott hotel Regents Park
Research Objectives (a number of steps that address HOW the research aim will be achieved)
 To review the concept of eco-friendly in the hospitality industry
 To assess the challenges facing social media networking at the London Marriott hotel Regents
Park in developing eco-friendly environment
 To investigate the significant impact of social media networking on the development of an
eco-friendly environment at the London Marriott hotel Regents Park
 To evaluate the contribution of social media networking on the development of an eco-
friendly environment at London Marriott hotel Regents Park
 To recommend appropriate social media networking strategies that will help in developing an
eco-friendly environment at London Marriott hotel Regents Park
Research Questions (questions should be focused, researchable, feasible to answer, specific to
find results, complex, and relevant to the objective and your field of study)
 What are the challenges facing social media networking at the London Marriott hotel Regents
Park in developing eco-friendly environment?
 To is the significant impact of social media networking on the development of an eco-friendly
environment at the London Marriott hotel Regents Park?
 What is the contribution of social media networking on the development of an eco-friendly
environment at London Marriott hotel Regents Park?
 What appropriate social media networking strategies can be recommended to develop an eco-
friendly environment at London Marriott hotel Regents Park?

Research Rationale/Significance (valid arguments/reason for choosing the research topic)
The rationale of study is to identify the interest and recognized the importance of social media
network towards eco-friendly environment within hotel industry. In this study, researcher will
identify that different hotels already used social media networks. In order to improve the
awareness among people regarding the eco-friendly environment. in this study, researcher will
focus on the social media networks which plays important role in the formation of
environmental awareness, given that it can easily exposes the users to consider
environmentally sustainable messages. By using online, offline bridge in between personal as
well as business aspects. In regards, researcher will identify the actual tendency of consumers
and how they will understand the concept of environmental awareness gradually. In the
research project, investigator will try to establish a connection between social media networks
and eco-friendly environment. This will help for researcher to gain more knowledge. In
regards of action, it will help for scholar to generate brief idea, assumption and always related
to the motivation and sense of empathy. In this research project, topic or subject who is
willing to perform the different tasks, contribution of social media network on the
development of eco-friendly environment.
The reason for choosing the topic related the contribution of social media networks on the
development of eco-friendly environment. It means that researcher will try to focus on the
environmental awareness among potential consumers, who are visiting the hotel or resorts on
regular basis. Therefore, researcher will try to gather or record from different previous studies,
which providing the brief idea. Sometimes, it become easier for investigator to find the
positive aspects. Therefore, it is clearly identified the reason for chosen this topic. Investigator
will show more interest towards innovative concept regarding social media network, which are
mainly useful in hotel industry.
On the other hand, the importance of this study is to examine both positive as well as negative
aspect of social media networks in development of eco-friendly environment at hotel industry.
The significance of study is all about reduce the environmental degradation, social media
through providing the sustainable development within hotel business. Therefore, it is always
inspiring or motivating the individual people to use green conceptual termed in the hotel
industry.
Section Two

Brief Literature Review on the chosen topic (critical review of the relevant literature that
showcase understanding, interpretation, analysis, clarity of thought, synthesis, and development of
argument on the research topic; and identifies a gap that the research will attempt to address )
The concept of eco-friendly in the hospitality industry
Rahi (2017) Said that Eco-friendly hotel is consider as environmental friendly lodging which
encompasses sustainability. This concept is related to green living, have impact on the
environment.
Challenges facing social media networking in developing eco-friendly environment
As per Snyder (2019) most of people can use internet on the search, identify the different kind
of eco-friendly equipment’s, which is already used by hotel. This is the best way to promote
the different econ-friendly environment in the hotel industry.
But Social media can face some challenges regarding lack of awareness of digital concepts
among consumers. Therefore, potential people are not identified the importance of eco-
friendly environment. some users also ignore post of eco-friendly campaign on the social
media platform.
Significant impact of social media networking on the development of an eco-friendly environment
According to Jung, Dieck and Chung (2018) Social media networks is vital plays role in the
hotel business that’s why, it is important for hotel to develop awareness regarding the eco-
friendly environment. Social media networks provide the hotels to build their strong
relationship with guests, strengthen the hotel online reputation and create SEO content. Social
media helping to support throughout the decision making regards of eco-friendly
environmental development. Nowadays, it has been rapidly increasingly the importance of
social media networks because it may support to establish a strong coordination with other
potential consumers. In recently, different hotels have become aware about the eco-friendly
environment development so that they can implement sustainable policies and convert into
green items.
As per Aluri, Slevitch and Larzelere (2015) without a strong, active social media networking
presence, Hotel will fall away from the attention of potential consumers. In context of eco-
friendly environment development. Hotel can use social media networking to consider Ads,

posts which may display on the user’s feed on the basis of other browsing history.
The contribution of social media networking on the development of an eco-friendly environment
According to Delcea, Crăciun and Molanescu (2019), the concern about the eco-friendly
environment which is growing exponentially, especially in relation to the environmental
awareness among existing consumers. When certain level, consumers have faced the certain
issues regarding the information about environmental protection. This is not only consider as
responsibility for providing the accurate detailed about eco-friendly environment. Hotel needs
to be used the social media networking so that establish a strong coordination with potential
guests. This can help for providing the eco-friendly environment by using green equipment’s.
Kaur and Chahal (2018), From the perspective of society, it has been highlights that
environment awareness which aligned with individual’s convictions in regards of
environmental causes. At certain level, by using social media networking to maintain the
position of hotel with full of actions and attitudes. It is the best way to demonstrate the
behavior in favor of environment. Whenever, hotel can use eco-friendly equipment’s in order
to improve environmental degradation. Different staff members of hotel is actively participate
in the environmental issues.
Section Three
Research Methodology (Approach, Design, Data collection and analysis technique, etc.)
Research philosophy: It is based on the belief about the way in which data or information
should be gathered or collected. This is becoming helpful for researcher to use research
philosophy which encompass the different research approaches. Research philosophy can be
categorized into different manner: pragmatism, positivism, realism and interpretivism.
In research study, investigator will use interpretivism philosophy so that researcher will large
number of elements, integrated with human interests. Accordingly, interpretive researcher can
assume so that they easily access actual reality on the basis of social construction. Researcher
will use interpretivism philosophy that directly associated with the group of approaches,
identify the suitable result or outcome.
Research approach: it is based on the plan and procedures for research case study and
perform the different steps on the basis of board assumption in detailed manner. Research
approach can be divided into different groups: Deductive, Inductive and Abductive research

approach.
In this study, researcher will use the Deductive, which means that start with proper
observation, pre-existing theories. These provide the brief idea about the entire research
project. That’s why, researcher will use this approach in order to involve the search pattern
and development of explanation. It is important to imply with suitable theories and then create
research questions, objective.
Research design: it is kind of framework that mainly used by researcher in the study purpose.
This will help for researcher to find out the specific research problem when investigator face
at the time of research analysis. Therefore, it is important to use the research design. Research
design can be divided into two types: Qualitative and quantitative.
Researcher will use qualitative research and use the research question to explore the answer. It
is not completely intending to offer the final conclusive, but it is helping to resolve existing
problem. Qualitative is based on theoretical aspect to find information from existing theories.
Researcher can use this design to identify the specific nature of problem and improve better
understanding of research issue or problem.
Population and sample: sampling are the based on the principle that can use by researcher to
select research participants from large members. Sometimes, researcher have no choice, but it
is studying the number of cases of element within large populations.
Investigator will use simple random technique for selection of research participants. The
sample size is 20 employees of London Marriott hotel purpose of interviews.
Data gathering and analysis: Data gathering, analysis is considering the important process or
method in the research analysis. Therefore, researcher will focus on the descriptive analysis so
that it will use thematic analysis.
Large number of relevant information or data should be gathered from different sources such
as journals, articles. Sometimes, it is also conducting the questionnaires in order to identify the
opinion or viewpoint of employee in hotel. This will help for researcher to reach appropriate
conclusion. In primary research, researcher will use qualitative research so that it will use
interviews.
Section Four
Activities and timescale (Gantt Chart)

Activities 1st
week
2nd
week
3rd
week
4th
week
5th
week
6th
week
7th
week
8th week
Research
proposal
approval
Setting of
research aim
and
objectives
Writing
literature
review
Research
methodology
Questionnaire
designing
Primary data
collection
Data analysis
Report
writing
Report
submission
Milestone one:
Target date (set by tutor):
Milestone two:
Target date (set by Tutor):
Section Five
Cost (Budget)
Cost Description Amount
Hardware and software storage £120
Proofreader £100
Transport £200
Data collection £50
Materials £150
Internet subscription, lights £25
Total Budget £645
Section Six
Supervisor approval and Comment

Comments:
I confirm that the project is not work that has been or
will be submitted for another qualification and is
appropriate
Approved
Not Approved
Name: Date:
References
Aluri, A., Slevitch, L. and Larzelere, R. (2015). The effectiveness of embedded social media
on hotel websites and the importance of social interactions and return on engagement.
International Journal of Contemporary Hospitality Management.
Delcea, C. Crăciun, L. and Molanescu, A.G. (2019). Modeling the consumers opinion
influence in online social media in the case of eco-friendly products. Sustainability, 11(6),
p.1796.
Gil-Soto, E., Armas-Cruz, Y., Morini-Marrero, S. and Ramos-Henríquez, J. M. (2019) Hotel
guests’ perceptions of environmentally friendly practices in social media. International
Journal of Hospitality Management, 78, pp.59-67.
Jung, T.H., Dieck, M.C.T. and Chung, N. (2018). Determinants of hotel social media
continued usage. International Journal of Contemporary Hospitality Management.
Kaur, A. and Chahal, H.S. (2018). Role of social media in increasing environmental issue
awareness. Researchers World, 9(1), pp.19-27.
Kumar, R. (2019). Research methodology: A step-by-step guide for beginners. Sage
Publications Limited.
Rahi, S. (2017). Research design and methods: A systematic review of research paradigms,
sampling issues and instruments development. International Journal of Economics &
Management Sciences, 6(2), pp.1-5.
Snyder, H. (2019). Literature review as a research methodology: An overview and
guidelines. Journal of Business Research, 104, pp.333-339.