Safina Naz
Postgraduate Research Student
About
My research project
Pro-environmental Behaviour with Pleasure in Hospitality: A Positive Psychology-based Hedonic PerspectiveI 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
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.
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.
Publications
Highlights
- Impact of inclusive leadership on project success through climate for innovation: the moderating role of knowledge sharing
by Muhammad Qaiser Shafi; Abdul Qayyum; Safina Naz; Sajeela Rabbani; Nida Kamal International Journal of Knowledge and Learning (IJKL), Vol. 16, No. 2, 2023 - Ahmad, Waqas, Faisal Shahzad, Safina Naz, Luqman Shahzad, and Touseef Sadiq. ”Validation of Secure Wiping Applications for Android Phones.” In 2022 International Conference on Decision Aid Sciences and Applications (DASA), pp. 1645-1652. IEEE, 2022.