Results Dissertation Sample

Tourists surveyed visiting environmentally-friendly hotels are being surveyed in order to assist the hotels in their ability to target and refine their marketing methods. All data collected is anonymous. The results are tallied below.

67 surveys were obtained providing a plethora of data from respondents. 33 subjects declined the survey.

Demographic information collected reveals that all 67 respondents gave their location information:

55 of the subjects surveyed are from Europe, 4 from the United States, 4 from South America, 3 from Central America, 1 from Africa.

Age group distribution of the 67 respondents:

1 subject under the age of 25
14 subjects from ages 26-35
19 subjects from ages 36-45
23 subjects from ages 45-55
7 subjects from ages 56-65
3 subjects from ages of over 65

Gender distribution showed 40 males, 27 females.

Marital status of subject pool shows 12 single, 39 married, 2 living with partner, 13 separated, divorced, or widowed; one respondent declined to answer.
Do you have any children under the age of 18?
29 yes, 38 no.
The highest level of education attained shows 4 high school or less, 24 bachelor degrees, 4 associate degrees, 20 Master's degrees, 12 professional degrees, 3 doctorate degree.
Which of the following best describes your employment status shows 32 working full time, 16 working part time, 10 retired, 8 students, 1 unemployed, 3 other ((1) on sabbatical, (2) varying employment hours, (3) part time in two jobs with full-time hours between the two).
Approximate average household income reveals 19 income of over $100,000, 17 income of $75,000-$99,000, 11 with income of between $50,000 to $74,999, 3 with income of between $25,000 and $49,000, and 7 with income of less than $24,999 and less; 10 respondents decline to answer.
Are you currently staying at a hotel or have you recently stayed at a hotel in London show 59 respondents say yes, 8 respondents say no.

What is the purpose of your stay shows 22 leisure and 45 business.

Who are you/were you traveling with shows 40 alone, 8 with family (along with 1 child under 16 years old), 4 with a partner, 15 with a group.
How did you book this hotel reveals responses of 14 independently online, 9 with travel agent/tour operator, 37 with employer, 7 with part of package.
Where did you find out about this hotel shows that 28 respondents used the internet, 4 saw TV advertisement, 10 from travel agency, 2 from magazine/newspaper, 11 from recommendations, 12 other, specifically (10) cite employer booked for them, (1) won raffle for travel, (1) saw the hotel along the road and stopped.
I selected this hotel because it is known to be very environmentally friendly shows 13 respondents strongly agreed, 32 agreed, 15 neutral, 6 disagree, 1 strongly disagree.
I am very happy with my choice of hotel shows 44 strong agree, 18 agree, 4 neutral, and 1 disagrees.
I am aware of eco-friendly hotels shows 22 strongly agree, 27 agree, 8 neutral, 5 disagree, and 5 strongly disagree.

When booking a hotel, I first look at:

The location: Strongly agree: 45, agree: 18, neutral 3, disagree 1.
Price: Strongly agree: 30, agree 33, neutral 3.
Customer reviews: Strongly agree: 24, agree 29, neutral 14.
Star rating: Strongly agree: 31, agree 19, neutral 11, disagree 5, strongly disagree 1.
Eco-friendliness: Strongly agree: 6, agree 31, neutral 29, 1 disagree.
Finding a "green" hotel takes time and effort shows 22 people strongly agree, 11 people agree, 19 people are neutral, 9 people disagree, and 6 people strongly disagree.
I consider eco-friendly hotels expensive shows 14 respondents strongly agree, 12 respondents agree, 16 respondents are neutral, 18 respondents disagree, and 6 respondents strongly disagree.

Which of the following sustainable features of this hotel are you aware of?

40 respondents aware of recycling bins in room and lobby.
6 respondents aware of sustainable drainage system.
19 respondents aware of LED lighting.
12 respondents aware of organic bathroom amenities.
9 respondents aware of bio-degradable packaging for in-room amenities.
7 respondents aware of use of local, seasonal food with emphasis on fair trade and organic produce.
5 respondents aware of no-bleach policy.
19 respondents are aware of chlorine-free swimming pool.
7 respondents aware of water recycling.
11 respondents aware of motion-controlled lighting.
7 respondents aware of promotion of local economy by using local products.
55 respondents aware of towel and bedding reuse.
8 respondents aware of use of renewable energy, wind and solar.
3 respondents were not aware of any of the above.
I am currently/usually participating in sustainable practices recommended by the hotel such as not changing bed sheets and towels every day, recycling, etc. show 20 strongly agree, 19 agree, 16 neutral, 10 disagree, 2 strongly disagree.
Hotels should foster the development of green tourism and promote its benefits to its guests show 38 strong disagree, 20 agree, 7 neutral, 2 disagree
It is important for hotels to support the preservation of the environment shows 32 respondents strongly agree, 14 respondents agree, 15 respondents neutral, 5 respondents disagree, 1 strongly disagrees.
I think hotels are greatly contributing to the negative impacts on the environment show 6 respondents strongly agree, 15 respondents agree, 12 respondents are neutral, 22 respondents disagree, and 12 respondents strongly disagree.
I think "greenness" of hotels should be used in advertisements show 40 respondents strongly agree, 21 respondents agree, 5 respondents are neutral, and respondent disagrees.
Are you aware of having stayed in a 'green' hotel in the past shows 18 respondents have never stayed in a 'green' hotel, 31 respondents maybe, not sure, 10 respondents say once, 5 say yes, several times, and 3 say yes, always.

How eco-friendly do you consider yourself?

16 are extremely eco-friendly, 17 are very eco-friendly, 14 are moderate, 17 are a little, 3 are not at all.

My daily eco-friendly activities include:

19 recycling cans and bottles.
22 recycling paper and cardboard.
25 using energy-saving bulbs.
18 re-using plastic bags.
7 composting.
31 using low-flow water fixtures.
20 using re-usable shopping bags.
27 buying organic groceries.
19 unplugging appliances when not in use.
22 using energy-saving appliances.
27 re-using items such as water, paper, and towels.
29 suing eco-friendly products.
19 using public transport or bicycle whenever possible.
12 use heat regulators.
21 wash clothes at low temperatures.
36 are involved in their local communities.
6 offer none of the above.
8 respondents indicate "other", one drives a motorcycle, one walks to work, three respondents car pool, one stays in green hotels, and two telecommutes to work.

Analysis

These figures clearly illustrate that marketing campaigns for the green hotel industry are not sufficient to inform the consumer about what they have to offer. Polls show that the consumer wants eco-friendly products and will pay more for them (Ipsos, 2012), but they first must know that the products exist. A hotel undertaking a “green” initiative does not have to incur out-of-pocket expenses in the beginning, and in fact, the initiative itself can actually save money and even increase revenue. Some hotels are taking greater steps than others in the green marketing campaign, a campaign that cannot lose based on the current consumer sentiment for eco-friendly products. Once a hotel is successful in marketing itself as a “green” business and is recognized as such by the consumer, that hotel will be able to enjoy great success.
A poll taken by Ipsos (2012) shows the majority of consumers want eco-friendly products. Nearly half of respondents in that poll indicate that they are more inclined to pay more for the green product (Ipsos, 2012), whether that be a light bulb, a toilet, or a hospital stay. The marketing and sales teams of hospital chains and even private owners must take note of the market trend and begin, if they have not already, a campaign to inform the community and the internet about their eco-friendly ideas. Four in 10 say they're willing to pay higher prices for [environmentally-friendly products] (Ipsos, 2012). These figures are of utmost importance; the consumer understands that green products are not necessarily cheap products and are willing to spend a little bit more for the peace of mind knowing they are contributing to sustainability. An all-too-common reason for corporations and owners alike to pass on ideas to become more eco-friendly are related to the expense of the investment, but as long as the consumer is willing to take on that expense, the road to sustainability in this industry becomes much smoother.
The initial expenses to “go green” can be steep and must be planned accordingly. When energy-saving measures are introduced, such as energy management systems, fluorescent bulbs, ceiling fans, linen cards, lights out cards, motion sensors for public rest rooms, meeting rooms, exercise rooms, etc., energy bills are much reduced (Greenhotels.com, 2015). The cost of energy is a major expense in the industry and any source of savings in this area must be utilized fully and for as long as possible. Establishing green appliances and bulbs in all the areas in the hotel will impact the bottom line of the hotel each month and savings will accumulate year after year; logically, the sooner this change is undertaken by a hotel, the more money the hotel has available. Once the plan is developed and administered, the initial expense associated with changing fixtures and appliances may be difficult to manage but the cost savings in the time after for as long as the plan is in place far outweighs the funds spent in the beginning.
The marketing plans of hotels capitalizing on the green movement varies from business to business; some invest large amounts in the effort, others do nothing. We were the first major hotel chain to calculate our carbon footprint and launch a plan to improve energy efficiency, conserve water and support projects that reduce deforestation (Marriott.com, 2015). It is clear that the market research and management teams in Marriott combined their ideas and came to the determination that an aggressive approach when courting the green consumer is the best approach. The competition in the industry is extremely tough, and therefore any advantage that can possibly be mustered must be utilized to its fullest extent. The market says it wants eco-friendly products and hotels, the smart entrepreneur is going to deliver on that request.

Conclusion

The market has spoken; the consumer wants green, eco-friendly products so badly that they are willing to pay more for them, even in a sluggish economy. Going green will save the business large amounts in energy bills, is a great marketing campaign in and of itself, is acquiescing to the consumer’s desires, and helps our communities and our world. The first step needn’t be calculating the hotel’s carbon footprint or institituting projects to replant a forest, it can be as simple as asking employees to use fewer office supplies and electricity whenever possible. The more steps that are made to become more ecofriendly, the more rewards the hotel will attain in the form of clientele, money, and respect from the community. The sooner your hotel undertakes a green initiative, the sooner the consumers will reward your decision.

References

Goodman, M. (2012). How to Determine Which Eco-Friendly Changes Your Business Should Make. [online] Entrepreneur. Available at: http://www.entrepreneur.com/article/224747 [Accessed 24 Apr. 2015].
Greenhotels.com, (2015). Green Hotels Association. [online] Available at: http://www.greenhotels.com/ [Accessed 24 Apr. 2015].
Ipsos, (2012). Nearly Half of Adults Are More Inclined to Buy Eco-Friendly Products, and Four in Ten Would Pay More for Them | Ipsos. [online] Available at: http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=5598 [Accessed 24 Apr. 2015].
Marriott.com, (2015). Corporate Environmental Responsibility | Marriott Hotel Green Initiatives. [online] Available at: http://www.marriott.com/corporate-social-responsibility/corporate-environmental-responsibility.mi [Accessed 24 Apr. 2015].
Travel + Leisure, (2009). The Eco-Friendly Hotel Boom. [online] Available at: http://www.travelandleisure.com/articles/green-rooms [Accessed 24 Apr. 2015].