Innovation Opportunities for a Resort in Northern Queensland

INNOVATION

Contents
Contents..........................................................................................................................................2
INTRODUCTION..........................................................................................................................4
MAIN BODY.................................................................................................................................4
Porter's Five Force..................................................................................................................4
SWOT Analysis......................................................................................................................5
PESTLE Analysis...................................................................................................................6
Identify and evaluate three potential innovation opportunities that a respective organisation
can adopt.................................................................................................................................7
Critical evaluation of the one innovative opportunities and detailed plan of implementation8
Process to review and monitor the progress of innovation opportunity and make sure it is
sustainable for tourism services............................................................................................10
RECOMMENDATIONS..............................................................................................................11
CONCLUSION.............................................................................................................................11
REFERENCES.............................................................................................................................13

INTRODUCTION
The following case study is based upon hospitality industry. There are a number of
different kind of services included in hospitality industry including food, drinks, lodging,
events, site seeing, vacation, trips, amusement parks etc. The following report talks about a
resort in Northern Queensland whose COO is Mrs. Crowley. The demand for tourism service
provided by resort are declining which have hugely discouraged the staff as well (Iglesias-
Sánchez and et. al., 2020). The following report discusses about various ways in which
innovation can be brought by Mrs, Crowley to attract tourists as well as government in order to
receive the grant that Queensland state government is providing. The market analysis of resort is
done in order to effectively understand various innovations that can be brought, and
recommendations required to successfully apply it on resort is also described.
MAIN BODY
Porter's Five Force
This is a tool which is used to describe competition present in market for an organisation. There
are five forces included in this analysis which are explained below in relation to the tourist
resort:
Degree of Rivalry existing: There is intense rivalry between resorts in Queensland. There
are a number of resorts that are providing almost similar services in market. The consumer
service industry in which the resort is dealing is highly competitive. It is essentially required by
them to develop competitive strategies.
Bargaining power of buyer:There is a lot of demand made by buyers in every industry.
The same is with leisure industry as well. It is often seen that there are buyers who are keen to
look for discount and opportunities to pay less. Also price factor can make them switch easily.
Due to this the bargaining power with buyers is always high.
Bargaining Power of supplier:There are a number of different supplier available for
tourists resort. Due to this the bargaining power of supplier sis less. Resort can easily change
their suppliers whenever they require. However, it is necessary to keep in good relationships
with suppliers so that negotiation can be carried out effectively in order to increase profitability
margins.