Page 73 - THEi Student Applied Research Presentations 2025

THE IMPACT OF HOTEL ESG ON BRAND
IMAGE AND CUSTOMER LOYALTY:

A CASE STUDY OF MARRIOTT HOTEL

Poster
WANG Xiao Jing
BA (Hons) in Hotel Operations Management
Department of Hospitality and Business Management

RESEARCH BACKGROUND OBJECTIVES

In recent years, the hotel industry has faced increasing pressure to adopt • Analyze how Marriott’s environmental
sustainable practices due to its significant environmental impact and growing initiatives (e.g., plastic reduction,
consumer demand for eco-friendly choices. As a global leader in the hospitality energy efficiency, sustainable food)
sector, Marriott International has implemented multiple green initiatives. are perceived by guests.
However, do these practices meet customer expectations? This study aims to • Investigate whether these practices
deepen our understanding by examining the relationship between Marriott's directly impact customer satisfaction
environmental practices, guest satisfaction, and loyalty. and loyalty.
• Validate whether different categories
METHODOLOGY of eco-measures (e.g., guestroom
actions vs. supply chain efforts)
The research used a quantitative survey approach, collecting 150 responses have varying effects.
from Marriott guests in Hong Kong (aged 18–60). The survey measured
awareness of five environmental practice categories (food sustainability,
guestroom eco-actions, energy management, kitchen/supply chain measures,
market resource development) using a 5-point satisfaction scale. Data was
analyzed via descriptive statistics, correlation tests, and regression analysis to
explore links between the practices and guest attitudes.

FINDINGS

Findings showed a strong positive correlation between Marriott’s environmental ABOUT THE INVESTIGATOR
practices and customer satisfaction. Guestroom initiatives (e.g., reusable
toiletries, digital room controls) had the greatest impact, while supply chain I’m Wang Xiaojing, studying BA(Hons)
sustainability efforts were less recognized. Notably, 66.7% of guests noticed in Hotel Operations Management. I’m
plastic reduction measures, which was the highest awareness rate. Regression always eager to learn and give my
analysis revealed that visible, in-stay eco-features (e.g., recycling bins, best to everything I do. Whether it’s
energy-saving tech) significantly boosted satisfaction, while behind-the-scenes picking up new skills or finishing
practices (e.g., local sourcing) had weaker effects. Cultural factors also played tasks, I thrive on doing things well—
a role: Hong Kong guests prioritized "community responsibility" in sustainability with a dash of curiosity and a lot of
but remained price-sensitive. The study concludes that transparent, guest- dedication! My FYP supervisor is Ms
facing green initiatives are key to enhancing both environmental impact and Connie CHAN.
customer loyalty in the hospitality industry.

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