Sustainable Tourism: Eco-Initiatives and Consumer Choices - Marriott

This research project investigates the role of eco-friendly initiatives, strategies, and policies on consumer decision-making in the context of selecting a holiday destination, focusing on Marriott. It begins with an evaluation of project management processes, including initiation, planning, organizing, controlling, monitoring, and closure, detailing the project's aims, objectives, scope, risks, duration, cost, and quality dimensions. The research methodology employs both qualitative and quantitative techniques, incorporating interpretivism philosophy and thematic data analysis. Literature review explores eco-friendly initiatives, their impact on consumer behavior, and strategies for promotion. Primary research findings from a survey reveal consumer preferences for eco-friendly options, the influence of income on decision-making, and the challenges and benefits associated with implementing sustainable practices in the tourism industry, ultimately concluding on the importance of integrating sustainability to enhance consumer satisfaction and drive business growth.

SUSTAINABLE TOURISM

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
ACTIVITY 1- project planning/ management................................................................................3
Evaluation of project management process.................................................................................3
Comprehensive project management plan...................................................................................3
ACTIVITY – project execution.......................................................................................................7
RESEARCH METHODOLOGY....................................................................................................7
LITERATURE REVIEW................................................................................................................9
Theme 1: To understand about eco-friendly initiatives, strategies and policies used by
companies....................................................................................................................................9
Theme 2: To identify impact of eco-friendly initiatives, strategies and policies on consumer
decision making.........................................................................................................................10
Theme 3: To evaluate strategies that are used by company to promote eco-friendly initiatives,
strategies and policies in order to attract customers within firm...............................................10
PRIMARY RESEARCH...............................................................................................................10
Theme 1: Yes is the options selected by maximum number of respondent..............................10
Theme 2: Reduce by reusing, encourage sustainable transportation, support green vendor are
eco-friendly initiatives, strategies and policies used by companies..........................................11
Theme 3: Enhance their satisfaction is the impact of eco-friendly initiatives, strategies and
policies on consumer decision making......................................................................................12
Theme 4: Income is the factor impacting consumer decisions making....................................13
Theme 5: All of the above are strategies that are used by company to promote eco-friendly
initiatives, strategies and policies in order to attract customers within firm.............................14
Theme 6: Lack of resources is major challenges face by firm promote eco-friendly initiatives,
strategies and policies................................................................................................................15
Theme 7: Increase in profitability and market share of firm is the benefits of eco-friendly
initiatives, strategies and policies for company.........................................................................17
CONCLUSION..............................................................................................................................18
REFERENCES................................................................................................................................1
Appendix..........................................................................................................................................2

INTRODUCTION
Project management is process of organising and managing the project successfully
through undertaking activities related to planning, organising, controlling and coordinating. This
is research project related to “The role that eco-friendly initiatives, strategies and policies have
upon consumer decision making in selecting a holiday destination”. The report has covered
crucial information related to scope, risk, duration, cost and quality of project. Furthermore,
explained about research method, contain secondary and primary research on topic to gathered
ACTIVITY 1- project planning/ management
Evaluation of project management process
1. Initiation: It is the first stage of project management in which potential risk is being
identified, business case or reason for which the project has been started is clearly
mentioned. Along with that, in this stage all the stakeholder interested in research project
are being determined such as people that are interested to trip or travel, individuals that
are working in hospitality and tourism industry.
2. Planning: This is second stage in which planning is made related to actual financial and
physical resources required, overall budget and key roles and responsibilities that need to
be completed by each individuals in the project.
3. Organising: The third steps related to project is organising and integrating the resources
for completion of project as desired and gathering necessary outcome (Pellerin and
Perrier, 2019).
4. Controlling and monitoring: Moreover, steps are taken by the project manager to
control and monitor each stage of project, such as literature review, research
methodology, data analysis and data collection method that are used to complete study.
5. Closure: It is last stage in which finally the research project has been made and the data
related to role of eco-friendly initiatives, strategies and policies on consumer decision
making while selecting a particular holiday destination has been gathered and analysis.
Thus, it need to finally submitted to the interested stakeholders.
Comprehensive project management plan
Aim and objective of project
Aim

“To analysis the role of eco-friendly initiatives, strategies and policies on consumer decision
making while selecting a particular holiday destination.” A study on Marriott.
Objective
 To understand about eco-friendly initiatives, strategies and policies used by companies.
 To identify impact of eco-friendly initiatives, strategies and policies on consumer
decision making.
 To evaluate strategies that are used by company to promote eco-friendly initiatives,
strategies and policies in order to attract customers within firm.
 To suggest strategies that could be used by firm to influence customer’s decision making
and promote its growth in external environment.
Scope
The scope of project related to the role of eco-friendly initiatives, strategies and policies
on consumer decision making while selecting a particular holiday destination have wide scope.
As it will helps companies in understanding method that they can make use to influence
customers to select a particular destination as compared to other in order to enjoy their holiday
and weekend (Yu and et.al., 2018). Therefore, the study will be useful for all companies,
manager and investors that are interested in hospitality and tourism industry of United Kingdom.
Risk
Each and every project involves certain amount of risk that need to be avoided by the
project manager for its success and growth. Likewise, the research project involves risks related
to financial, operational, scope and technological that may adversely impact on the data gathered
related to study. Such as lot of finance is involved in carrying the risk, there may be chances
those operations are not completed as desired. Along with it, there are risk of technology that it
may not capable enough to analysis and accumulate sufficient data pertaining to the study (Politi,
2018).
The risk will be reduced through taking steps to make best use of financial resources,
effective use of technology and ensuring that all the operations are being completed as desired.
To avoid error and mistake so that the objective of research project can be attained in effective
manner.
Duration, cost and quality dimension of project

The completion of project duration is estimated around 2 months as there need to be
timed invested to gathered detail related to topic for fruitful decision making. Furthermore, it is
estimated that around 5000 is total amount of cost that researcher has incurred in order to
complete study pertaining to the topic and make research effective. Quality dimension of
research project are also been considered such as all information has been taken from valid
sources, written by well-known author and are of recent year only. So that only useful, valid and
relevant information are added in the study.
Resources
There are various resources that researcher will be required to complete study on the
topic such as books and journals, internet, computer and research paper. Other devices to frame
questionnaire and ask to respondent in order to gathered their point of view related to the subject
area (Papke-Shields and Boyer-Wright, 2017). Therefore, all these physical, financial and
human resources will contribute in effective completion of study or research related to “role of
eco-friendly initiatives, strategies and policies on consumer decision making while selecting a
particular holiday destination”.
Work breakdown structure

Gantt chart

ACTIVITY – project execution
RESEARCH METHODOLOGY
Research methodology- It refers to the collection of tools and techniques which are used by
the individual so that research can be conducted comprehensively focusing on generating

appropriate results (Higgins-Desbiolles, 2018). There are various quantitative and qualitative
methodologies techniques which are used in the current research:
 Research Type- The research entails the interpretation, collection and analysis of the
relevant information which helps in accomplishing the objectives of the research.
Research type are of two kind i.e. qualitative and quantitative (Hall, 2019). Qualitative
research deals with the general assumptions and theoretical facts that lies around a
subject. In the current research the qualitative approach is used in analysing the
theoretical figures and facts in analysing the customers decision in selection of holiday
destination. Also, the current research uses the quantitative technique that is based on
collection of numerical data which helps in deriving to effective conclusions.
 Research philosophy- It provides the base on which the whole research is developed and
planned successfully. It includes positivism and interpretivism philosophies Agyeiwaah
and (Suntikul, 2017). This philosophy of interpretivism integrates the qualitative
research with drawing numerical conclusions. This current research uses the
interpertivism philosophy that helps in drawing relevant conclusions using theoretical
considerations based on the customer preferences.
 Data collection- It is collected through two methods that are primary and secondary
methods (Nunkoo, 2017). The primary data is collected by the researcher himself which
has not been publishes before. On the other hand secondary data involves collection of
data through different medium that have been published before. The current research uses
the secondary method of collection of data that is through various questionnaires ans
surveys identifying the preferences and behaviours of the consumers in selection of
vacation destinations.
 Sampling- There are two method of sampling that is probability and non probability
sampling. The current research has undertaken the non probability sampling as a
technique that is where researcher will select respondent only from the tourist on random
basis. 20 respondents will be selected from that randomly for further analysis of the data.
 Data analysis- There are various methods used in analysing different types of data. That
is thematic data analysis is used for analysing the qualitative data. In the current research
the thematic data analysis has been used where several themes were formed and were
further analysed through figures, charts and graphs etc. this techniques helped in

simplifying the process of analysing and interpretation of data by drawing relevant
conclusions.
 Ethical consideration- It is considered one of the most important element in conducting
a research that is ensuring compliance to the ethical consideration by making sure that the
respondents are signing a form of consent which states that they are not coerced or forced
to give the answers. Furthermore, the researcher will themselves also attach a form of
declaration that states that the research work done is legit and wholly done by the
researcher and is properly referenced where external sources are used.
 Reliability and Validity- This concept of reliability and validity is tested by stating the
relevant source from which the information and data has been collected. It can be said
that the current research is reliable that is there is no misleading data that has been
accumulated. Also, the validity of the research can be ascertained by the fact that various
relevant sources are referred are reliable and authorise that remove the vagueness from
the research.
LITERATURE REVIEW
Theme 1: To understand about eco-friendly initiatives, strategies and policies used by companies
According to Chang and Ramos, (2020), with the increasing environmental issues being
raised in t he global environment, it has become very important for business to be sustainable.
One of the major element in increasing environmental issues is tourism thus it is very important
that strategies are adopted by hospitality industry so that there can be eco friendly initiatives that
help in sustainable development in the economy. However, according to the point of view of
Rasoolimanesh and et.al., (2020), it is very important that companies understand their
responsibilities towards sustainable development and formulate policies that help in sustainable
development if the economy. However, it can be evaluated that formulation of eco friendly
policies and strategies can be costly and time consuming. Thus, it may affect the business profits
that is companies have to invest there profits for development of strategies and policies that are
eco friendly which will result in loss profits for the company and will incur extra costs raising
their price of product and services.

Theme 2: To identify impact of eco-friendly initiatives, strategies and policies on consumer
decision making.
According to Pan and et.al., (2018), the impact of eco friendly strategies and policies is
not just limits to the organisation but also it affects the consumers also. That is it affects the
behaviours of the consumers on a large scale. With the development of sustainable environment
consumers are becoming more active and are wanting services and products that are sustainable
and eco friendly to the environment. However, according to the view of Martínez and Fernández,
(2019), consumers buying decision is positively affected by the eco friendly strategies and
initiatives that are developed by the company that is with the development of environmental
friendly initiatives it result in attracting the consumers and thus, results in affecting their decision
making power of buying these services or products.
Theme 3: To evaluate strategies that are used by company to promote eco-friendly initiatives,
strategies and policies in order to attract customers within firm.
On a critical note it can be evaluated that the strategies that are adopted for eco friendly
development by the companies have a direct impact on attracting the consumers. That is
companies uses various strategies that are eco friendly so that they can promote their business
and attract more and more consumers towards their business. Thus, resulting in higher sales of
the company and leading the company towards growth and success. According to Sheller,
(2021), it is very important for companies to overall improve its strategies regarding its business
operations, service life cycle management etc are sustainable so that the company can increase
their efficiency in providing the consumers with more higher level of satisfaction and quality
services with keeping in mind the sustainability.
PRIMARY RESEARCH
Theme 1: Yes is the options selected by maximum number of respondent
Whether the Marriott take steps related to promoting eco-
friendly initiative, formulating strategies and policies or not?
Outcome
Yes 26

No 3
Any other options. 1
TOTAL 30
Interpretation: form the above graph it can be intepretated that Marriott hotel take steps to
promote eco- friendly initiative, formulating strategies and policies. As there are 26, respondent
out of 30 that has selected yes while 4 no options.
Theme 2: Reduce by reusing, encourage sustainable transportation, support green vendor are
eco-friendly initiatives, strategies and policies used by companies
What does mean by about eco-friendly initiatives, strategies and
policies used by companies?
Outcome
Implement a recycling program. 9
Reduce by reusing. 4
Encourage sustainable transportation 7

Support green vendors. 5
Promote a paperless office. 3
Conserve human energy. 2
TOTAL 30
Interpretation: The above pie chart represent information related to implement a recycling
program is selected by maximum number of people that is 9. So, Support green vendors,
Implement a recycling program and encourage sustainable transportation are eco- friendly
strategies. As selected by 17%, 30% and 23% respectively. While promote paperless office,
conserve human energy and reduce reusing is opted by 10%, 7% and 13%.
Theme 3: Enhance their satisfaction is the impact of eco-friendly initiatives, strategies and
policies on consumer decision making.
What is the impact of eco-friendly initiatives, strategies and
policies on consumer decision making?
Outcome
Helps in adding more customers 5
Enhance their satisfaction 8

Motivate them to be part of organisation 4
All of the above 13
TOTAL 30
Interpretation: It can be stated that eco-friendly initiatives, strategies and policies have
positive impact on customers, such as it helps in adding customers from view of 5 individuals.
Whereas 8 respondent states that it lead in enhancing their satisfaction and remaining 4 clarified
it motivate them to be part of organisation.
Theme 4: Income is the factor impacting consumer decisions making
What are the factor impacting consumer decisions making? Outcome
Occupation 4
Lifestyle 5
Social and economic status 3

Gender of the consumer 1
Income 15
Any other 2
TOTAL 30
Interpretation: The analysis has helped in understanding that there are different factors that
impact on consumer decision making such as Lifestyles, occupation, gender, income and social
and economic status and many more. Out of which income is major factor impact customer
decision making as per 50% of respondent.
Theme 5: All of the above are strategies that are used by company to promote eco-friendly
initiatives, strategies and policies in order to attract customers within firm
What are strategies that are used by company to promote eco-
friendly initiatives, strategies and policies in order to attract
customers within firm?
Outcome
Promoting eco- friendly initiative 2

Strategies to make best use of available resources 3
Making tourist aware about making preserving the resources 4
Policy to trained employees related to take eco-friendly initiative. 6
All of the above 15
TOTAL 30
Interpretation: From the view of 47% respondent, policy to trained employees related to take
eco-friendly initiative is most common strategy that is used by company to promote eco-friendly
initiatives, strategies and policies in order to attract customers within firm
Theme 6: Lack of resources is major challenges face by firm promote eco-friendly initiatives,
strategies and policies.

What are challenges face by firm promote eco-friendly
initiatives, strategies and policies in order to attract customers
within firm?
Outcome
Lack of resources 12
Lack of management 8
Resistance for employees 5
Organisation objective 3
Any other options 2
TOTAL 30
Interpretation: The graph represent that there are 25% and 38% of respondent that has
explained that lack of resources and management are two key challenges face by firm promote
eco-friendly initiatives, strategies and policies for enhancing their market share.

Theme 7: Increase in profitability and market share of firm is the benefits of eco-friendly
initiatives, strategies and policies for company
What are the benefits of eco-friendly initiatives, strategies and
policies for company?
Outcome
Increase in profitability and market share of firm 21
Contribute in increasing number of customers 5
Enhancing brand image 1
Many more 3
TOTAL 30
Interpretation: There are range of benefits that company enjoy through promoting eco-friendly
initiatives, strategies and policies such as Increase in profitability and market share of firm,
furthermore it contribute in increasing number of customers and enhancing brand image. Out of
which maximum number of individuals that is around 21 has selected that it contribute in
Increase in profitability and market share of organisation.

CONCLUSION
From the above analysis it can be stated that eco-friendly initiatives, strategies and policies
plays an important role in impacting the decision making of customers. So, companies in order
to attract more number of customers can make use of it to expand and growth its business in
international market.

REFERENCES
Books and journals
Higgins-Desbiolles, F., 2018. Sustainable tourism: Sustaining tourism or something
more?. Tourism management perspectives. 25. pp.157-160.
Hall, C.M., 2019. Constructing sustainable tourism development: The 2030 agenda and the
managerial ecology of sustainable tourism. Journal of Sustainable Tourism. 27(7).
pp.1044-1060.
Chang, C.L., McAleer, M. and Ramos, V., 2020. A charter for sustainable tourism after COVID-
19.
Rasoolimanesh and et.al., 2020. A systematic scoping review of sustainable tourism indicators in
relation to the sustainable development goals. Journal of Sustainable Tourism. pp.1-21.
Pan and et.al., 2018. Advances and challenges in sustainable tourism toward a green
economy. Science of the Total Environment. 635. pp.452-469.
Martínez, J.M.G., Martín, J.M.M., and Fernández, J.A.S. 2019. An analysis of the stability of
rural tourism as a desired condition for sustainable tourism. Journal of Business
Research. 100. pp.165-174.
Sheller, M., 2021. Reconstructing tourism in the Caribbean: connecting pandemic recovery,
climate resilience and sustainable tourism through mobility justice. Journal of
Sustainable Tourism. 29(9). pp.1436-1449.
Agyeiwaah, E., McKercher, B. and Suntikul, W., 2017. Identifying core indicators of sustainable
tourism: A path forward?. Tourism Management Perspectives. 24. pp.26-33.
Nunkoo, R., 2017. Governance and sustainable tourism: What is the role of trust, power and
social capital?. Journal of Destination Marketing & Management. 6(4). pp.277-285.
Yu, M., Zhu, F., Yang, X., Wang, L. and Sun, X., 2018. Integrating sustainability into
construction engineering projects: Perspective of sustainable project
planning. Sustainability, 10(3), p.784.
Pellerin, R. and Perrier, N., 2019. A review of methods, techniques and tools for project
planning and control. International Journal of Production Research, 57(7), pp.2160-
2178.
Politi, R.R., 2018. Project Planning and Management Using Building Information Modeling
(BIM) (Doctoral dissertation, Izmir Institute of Technology (Turkey)).
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Papke-Shields, K.E. and Boyer-Wright, K.M., 2017. Strategic planning characteristics applied to
project management. International Journal of Project Management, 35(2), pp.169-179.
Appendix
Whether the Marriott take steps related to promoting eco-friendly initiative, formulating
strategies and policies or not?
Yes
No
Any other options.
What does mean by about eco-friendly initiatives, strategies and policies used by companies?
Implement a recycling program.
Reduce by reusing.
Encourage sustainable transportation
Support green vendors.
Promote a paperless office.
Conserve human energy.
What is the impact of eco-friendly initiatives, strategies and policies on consumer decision
making?
Helps in adding more customers
Enhance their satisfaction
Motivate them to be part of organisation
All of the above
2

What are the factors impacting consumer decision making?
Occupation
Lifestyle
social and economic status
gender of the consumer
income
Any other
What are strategies that are used by company to promote eco-friendly initiatives, strategies and
policies in order to attract customers within firm?
Promoting eco- friendly initiative
Strategies to make best use of available resources
Making tourist aware about making preserving the resources
Policy to trained employees related to take eco-friendly initiative.
All of the above
What are challenges face by firm promote eco-friendly initiatives, strategies and policies in order
to attract customers within firm?
Lack of resources
Lack of management
Resistance for employees
Organisation objective
Any other options
3

What are the benefits of eco-friendly initiatives, strategies and policies for company?
Increase in profitability and market share of firm
Contribute in increasing number of customers
Enhancing brand image
Many more.
Suggest method that could be used by company related to planning eco-friendly initiatives,
strategies and policies?
4