VisitBritain: Impact of Eco-Friendly Tourism on Consumer Decisions

This report analyzes the impact of eco-friendly initiatives, strategies, and tourism policies on consumer decision-making, using VisitBritain as a case study. It explores the concept of tourism, the influence of eco-friendly practices on consumer choices, and sustainable tourism management strategies. The research employs a positivism philosophy and a deductive approach, utilizing a case study strategy and mono-method research choice. Secondary analysis reveals the growing importance of sustainable tourism and the need for eco-friendly initiatives such as CSR, waste reduction, and safe travel to enhance consumer satisfaction and organizational productivity. The report concludes that sustainable tourism development, driven by eco-friendly practices, can significantly influence consumer decisions and improve the overall performance of tourism organizations.

Foundation Year
Research Project

Contents
Chapter 1 .........................................................................................................................................3
INTRODUCTION...........................................................................................................................3
Chapter 3..........................................................................................................................................5
Chapter 4: ........................................................................................................................................6
Chapter 5..........................................................................................................................................8
Conclusion ......................................................................................................................................8
REFERENCES................................................................................................................................9

Chapter 1
INTRODUCTION
Tourism management is defined as multidisciplinary field that is the combination of all
activities that relates to tourism and hospitality. This is important for each organization that their
customers feels happy after getting products and services. The present is based on eco-friendly
initiatives, strategies, and policies of tourism have impacted on consumer decision making
(Nelson, Partelow, Stäbler, Graci, and Fujitani, 2021). It has been seen that tourism is becoming
important sector for economy and industry as it provides kind of services and supports to
organizational development. To understand about tourism management VisitBritain has been
taken that is national tourism agency, responsible for influencing people to trip by maintaining
eco-friendly and strategies that contributes to economy development. The report covers aims,
objectives, discussion and methodology that develop understanding.
Research aims
“To analyse the impact of eco-friendly initiatives, strategies and tourism policies on
consumer decision making. A case study of VisitBritain.
Research Objectives
 To determine the concept of tourism.
 To analyse the impact of eco-friendly initiatives, strategies and tourism policies on
consumer decision making.
 To determine the tourism management strategies that can be used by VisitBritain to make
sustainable development and improve consumer decision making.
Research problem
The present research is about impacts of eco-friendly initiatives, strategies and policies of
tourism on consumer decision making that can help to gain knowledge and skills. Due to
pandemic tourism industry faced the issue of lack of customer base that decreased country
economy also. It has been seen that pandemic has turned the buying perception of people in
which they demands safe, and eco-friendly journey that can help to make feel good and industry
development (TLubowiecki-Vikuk, Đerčan and de Sousa, 2021).
Research questions

 What is the concept of tourism.
 What are the impacts of eco-friendly initiatives, strategies and tourism policies on
consumer decision making.
 What tourism management strategies that can be used by VisitBritain to make sustainable
development and improve consumer decision making.
Chapter two
The methodology is explained below:
Research philosophy - This outlines on principle sets and responsibility
that is performed by an individual to conduct study. This deals with source, nature,
and knowledge that have in person and used to gather information. Positivism and
interpretivism are two philosophy that uses by individual to know about topic. In
relation to current research, positivism philosophy is being used by researcher that
can help know role of eco-friendly, and strategies to tourism that influence
customers to make buying decision (Gerdt, Wagner and Schewe, 2019).
Research approach – The approach is providing a comprehension of data
that is important to gather and forming views to complete research. The types of
approach are deductive and inductive. The deductive is based on observation
where as inductive is based on objectivity in the assessment of observation. In
context to solving tourism issue and making sustainable tourism deductive
approach is being used by researcher that can help to manage the topic clearly
(Fazli and Eftekhari, 2021).
Research strategy – The strategy refers to planning and procedures which
supports to enrich the understanding and put efforts to resolve issues. The strategy
of research are case study, interview, questionnaire, experiment, and survey which
is used to organise information. In relation to current research, case study strategy

is being used by researcher that can help to get research outcomes and impacts
positively (ELubowiecki-Vikuk, Đerčan, and de Sousa, 2021).
Research choice – This states which method is being selected by an
individual to research the topic. This involves mono, mixed, and multi method. To
conduct current research, mono method is used by researcher (Fazli and Eftekhari,
2021).
Time horizon – This states time period to research topic and getting
outcomes. This involves cross sectional and longitudinal horizon. In relation to
current research, cross sectional approach is used by researcher because it based on
current situation and within certain period of time (Hwang, Kim and Choe, 2020).
Gantt Chart – This is a framework which is used to completing work by
allocating into different sections. In other words, a project management tool that
assist in planning and scheduling the project (Ashraf and et.al., 2020).

Chapter 3
Literature review
To determine the concept of tourism.
As per view point of Rodríguez (2020), Tourism comprises activities of travelling,
staying, enjoying the places outside their usual environment that can help to influence and make
feel good. People works continuously and wants different places and country where they can
spend their holidays and special festivals. In other words, tourism is the basis of people
movement outside their own place of residence that contributed in economy and their experience.
It has been seen that if there is no good tourism and travelling services then it could be
challenging for organization to operate their business and manage activities. Thus, tourism is
important aspects in which organization provides different services to their potential customers
that can help to maintain higher performance.
To analyse the impact of eco-friendly initiatives, strategies and tourism policies on consumer
decision making.

As per opinion of Edgell (2019), due to pandemic tourism affected negatively where it
became important for organization to attracts people and influenced to make buying decisions.
For torism industry guest satisfaction is most important as it can help to make again buying
decision and increase organizational productivity. After pandemic people became more health
conscious and aware where they are demanding eco-friendly environment to stay and other
accomodation services. This became important for VisitBritain to follow eco-friendly initiatives
such as CSR, participation in economy, providing safe journey and good quality of food that can
help to keep healthy and safe to their customers. This can help people to make buying decision
and develop organizational performance.
To determine the tourism management strategies that can be used by VisitBritain to make
sustainable development and improve consumer decision making.
According to Higgins-Desbiolles (2020), Sustainable tourism development is an
opportunity for industry as well as country because it helps to increase the customer base and
develop brand image. VisitBritain make the use of eco-friendly strategy such as corporate social
responsibility, water consumption, zero waste generation, engage employees to be more
conscientious, green environment, and good quality of tourism services by allocating work
between staff that can help to improve consumer decision making. These activities could be
helpful for VisitBritain to increase its customer base and maintain higher performance.
Chapter 4:
Sustainable Tourism is becoming important for global environment as it majorly
contribute in economy improvement, improve image of destination as well as organization who
is selected to visit or travel country (Bourlon and et.al., 2021 ). The tourism is based on
movement of people from one country to another in order to visit and creating new experience.
The tourism organization should be follow effective strategies and planning to tourism that can
help to develop the organizational productivity. The tourism market has captured almost 50% of
environment that influenced the number of people to visit and feel good (Martínez and et.al.,
2019).

From the above digram it can be interpreted that global sustainable marketing is
increasing as people make decision to visit other places by selecting best destination and
travelling organization which provides different services to tourism. The tourism market grother
will accelerate at 5% CAGR and contributed to economy. It has been seen that market growth of
tourism decreased within the year 2020 due to pandemic where government have regulations not
to go anywhere that directly affected the tourism industry. From the analysis it can be determined
that sustainable tourism can be develop by using eco-friendy initiatives, and strategies which
helps to influence number of people and make sure that organization is providing safe and
healthy journey in changing environment (Chang, McAleer and Ramos, 2020).
By conducting the secondary analysis researcher has collected information regarding
importance of eco-friendly initiatives and strategies that can help to complete the research. The
analysis states that VisitBritain should be follow eco-friendly environment, CSR, social
activities, reducing cultural barriers, providing safe journey, and organising effective
accomodation services for their guest that can help to provide them higher level of satisfaction
and resolve issues (Walker and Lee, 2021). Research methodology is the study about topic and
gather information by choosing right method. This can help to develop understanding and
managing all activities. The current research is about impact of eco-friendly initiatives, and
strategies of tourism that impact on consumer decision making within VisitBritain. The
management also make sure that all protocols in relation to pandemic have been followed and
safe services will be provided to their guests that can help to improve the buying decision of
people and maintain higher productivity (Haid and Albrecht, 2021).

Chapter 5
Conclusion
From the report it can be concluded that movement of people, travelling, and staying at
other places for limited period and creating new experience is known as tourism. People use
different travel and tourism organization to get affordable tour packages and feel good.
Companies are providing sustainable tourism development by creating eco-friendly environment,
satisfying social needs, and managing travelling activities that can help to influence customers
and make buying decisions.

REFERENCES
Books and Journal
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