Safina Naz

Postgraduate Research Student

s.naz@surrey.ac.uk

Academic and research departments

Surrey Hospitality and Tourism Management.

About

My research project

Pro-environmental Behaviour with Pleasure in Hospitality: A Positive Psychology-based Hedonic Perspective

I am leading three comprehensive studies to explore the role of hedonia-based pleasure in shaping positive emotional experiences for hospitality consumers. I aim to drive real-world impact by helping the industry harness the joy consumers can experience while adopting pro-environmental behaviours. By identifying and enhancing the pleasurable aspects of sustainability, my research seeks to pave the way for the hospitality sector to inspire meaningful, lasting change. Ultimately, I aim to foster a shift where sustainable practices are not only a responsibility but also a source of genuine enjoyment for consumers, elevating both their experience and the industry’s commitment to a more sustainable future.

Supervisors

Xavier Font

Marion Karl

Pablo Pereira-Doel

Business, industry and community links

Accor Group

I led a cutting-edge sustainable marketing project for the Accor Group of Hotels, one of the world’s leading hospitality brands. By leveraging innovative theoretical frameworks, we rigorously tested marketing messages in a state-of-the-art neuromarketing lab, employing eye-tracking, GSR, and facial analysis to capture authentic customer reactions. These findings were further explored through in-depth interviews, providing a rich understanding of consumer behaviour. My research delivered actionable insights, offering tailored recommendations to enhance Accor’s sustainable marketing and CSR communication strategies, ultimately guiding customers to feel more engaged and motivated to adopt sustainable behaviours without compromising their overall experience.

BOOKING.COM

Building on the findings from my two studies on sustainability communication for the Accor Group of Hotels, a global leader in hospitality, I collaborated with Booking.com to create a white paper for the industry. This paper integrates my research insights and practical recommendations to help hotels strengthen their sustainability initiatives, aligning them with evolving customer expectations and demands. The goal is to not only improve the customer experience but also foster collaboration across the industry to support meaningful and lasting sustainable practices.

Surrey County Council

I contributed to a commissioned behaviour change project in partnership with Surrey County Council, focused on promoting active and sustainable school travel. Drawing on the COM-B behaviour change framework, the project examined psychological, social, and environmental barriers to walking and wheeling to school. The findings informed the development of the School Travel Effectiveness of Planning (STEP) tool, enabling the Council to more robustly evaluate School Travel Plans and support long-term behaviour change within school communities. This collaboration represents one of the first UK initiatives to systematically assess active travel interventions through a behaviourally informed, systems-based approach.