Tourism Resort Management

This assignment focuses on tourism resort management, specifically on Old Course Hotel Golf Resort & Spa. It discusses the varied styles of resorts, their key features, and challenges in managing the business. It also explores different types of resort packages and their effectiveness in fulfilling sales objectives. Furthermore, it delves into the needs of the target market and develops a business plan based on market investigation.

Tourism Resort Management
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Table of Contents
INTRODUCTION...........................................................................................................................2
LO 1.................................................................................................................................................2
P1- Varied styles of resorts, their key features and problems in context of managing business
................................................................................................................................................2
P2- Differences in operational needs of specialist areas and challenges while managing areas
of resorts.................................................................................................................................4
M1- Management strategies and methods to overcome challenges and problems................5
LO 2.................................................................................................................................................6
P3- Types of resort packages and their effectiveness in regard to fulfil sales objectives of
company.................................................................................................................................6
M2- Critical evaluation based on implication of developing different resort packages.........7
LO 3.................................................................................................................................................7
P4- Determination based on needs of target market...............................................................7
P5- Business plan for a resort package relies on findings of market investigation................7
M3- Critical analysis based on needs of consumers and create a resort package..................9
LO 4.................................................................................................................................................9
P6- Appropriate methods, initiatives and practices implemented by Old Course Hotel Golf
Resort & Spa...........................................................................................................................9
M4- Effectiveness of approaches and other things in context of adding brand value..........10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Tourism resort management is an essential part of lodging and hospitality industry, with
the help and support of different managers within resorts or hotels administration operated their
business in effective manner. It can be defined as procedure or system that can prepare important
plans to manage functions of a resort and individuals to market comprehensive holiday’s
facilities as well as services for tourists. The current assignment will be based on Old Course
Hotel Golf Resort & Spa, which falls under list of leading resorts in the United Kingdom. This
study will explain different forms of resorts, their qualities and challenges faced by firms while
managing them. It will define differences in operational requirements of particular areas and
issues in context of managing these. This report will describe kinds of resort packages, their
effectiveness and will also clarify needs of select target market.
Furthermore, this assignment will justify a business plan for a resort package and
sustainable practices, approaches & initiatives will implement by above chosen firm.
LO 1
P1- Varied styles of resorts, their key features and problems in context of managing business
Resorts is self contained business establishment that attempts to cater the most of a
vacationer’s wants, such as lodging, shopping, entertainment, drink and food. In the world, there
are different type’s resorts available that has been managed with skilled and experienced
workforce (Kuščer and Dwyer, 2019).
Ski resorts-
These types of resorts are developed for snowboarding, skiing and other winter sports
like ice fishing, snow tubing, snowmobiling etc (Spandre and et.al., 2019). In Europe, a ski resort
is villages or towns in a ski area such as mountainous area with ski lift system and pistes. It has
been analysed that these kinds of businesses are especially located on southern and northern
hemispheres on all continents. These kinds of resorts are usually located on hill areas as they
need a wide slope where people can enjoy their vacations with family and friends. They provide
range of services to guests.
Beach resorts-
Another form of a resort is beach resorts, where millions of people are seeks to visit and
spend their precious time away from work and life stress. These sorts of resorts are most popular
in the whole world, it is a full service vacation lodging facility, established at seaside, where
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view of sunset gain attention of visitors (Mustapha and Awang, 2020). At these places people
have access to enjoy time into a private pool or beach, they primarily concentrate on tourists.
They are able to offers the best and quality range of amenities and services that make people
happy.
Lake resorts-
One of the most famous and well known locations for a resort in the world is near a lake
or river of a dam. At these places individual or tourist enjoy a lot because lake resorts gives
memorable things to them which he or she can capture in cameras or other electronic devices and
then keep them for longer period of time (Podrezov, Mäkelä and Mischke, 2020). Just like other
types of resorts, it also has some key features that help obtain several benefits to management in
different forms such as increase profits margin, revenue, consumer base and rating.
Island resort-
An Island resort established away from madding crowds provides a charm of its own.
These are famous with those who actually relish lake. Those resorts where water is clearly offer
pleasure trove of their own are also included in list of these locations. This category of resorts are
mostly located with tropical Island where management provide luxury, peaceful and complete
seclusion services that people’s are mostly looking for. In the whole universe, there are so many
Island Resorts are accessible including Komodo Island resort.
Basis Ski resorts Beach resorts Lake resort Island resort
Features The main feature
of these resorts is
its location
where paths has
been marked for
skiing known as
trails and runs.
Ski areas usually
have one or more
chairlifts for
taking one step
ahead of skiers
The best thing
about a beach
resort it their
view during sun
set and rise at
middle of sea.
They provides
many services
and mostly
includes
recreational and
entertainment
Infinity pool, the
sound of water
waves and view
after sun set are
included in list of
key features of
Lake resorts.
They are mostly
relying on
natural
atmosphere that
attract tourists
such as
biodiversity of
coral reefs,
beaches and
forest.
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rapidly on top of
mountains or
hills.
activities.
Problems face
while managing
resorts and
their important
features
The main
problem or
challenge
manager can face
while managing
features and
functions of
resort is paths
full of snow
during winter.
Managing a
beach resort is
not an easy task.
Management
face challenge
like managing
scuba diving
facilities &
natural beach
hazards risks.
The most
challenging thing
that workers
could face while
manage these
resorts is
problem face in
context of
managing service
and food quality.
Overall
Maintenance and
reconstruction of
Island Resorts
are quite
challenging.
P2- Differences in operational needs of specialist areas and challenges while managing areas of
resorts
Within all types of resorts, management requires specialist areas or units through which
they can manage each activity and service level in systematic manner, which is quite important
to do. There are following operational needs for different types of resorts that are different from
each other.
Food production department-
This department include in category of specialist areas where operational requirements
are quite different (Scheyvens and Laeis, 2019). For example, good cooking style, knowledge
about usage of kitchen equipments and talent in context of preparing variety of dishes according
to guest needs are operational necessities of food production area that cater a lot of benefits to
Island, Beach and other forms of resorts for longer period of time. All these requirements are
different from other needs of specialist areas like housekeeping etc.
Housekeeping-
Operational needs of this specialist area in resorts are profitable and useful in term of
satisfying people and making visitors happy (Rahman, 2020). Dusting, cleaning, sanitising
overall areas where people walk, polishing furniture, maintain a clean kitchen area, washing
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windows, cleaning carpets and changing linens are operations needs of this area that make it
differ from above one. Staff should be skilled and knowledgeable about his or her duty and
accountabilities related to this specialist area.
Front office-
It is one of the most important and helpful specialist areas of resorts that contribute in
retaining exiting customers and gaining attention of new one in ethical manner (Wattanasantikul,
2018). Rooms’ reservation, check in and out service, foreign exchange, inquiry, room
assignment, direct or indirect communication and cashiering are examples of operational needs
that demand for this chosen area within all forms of resorts.
Management to deal with all above specialist areas can face different challenges and
problems like ineffective communication relate to front office, lack of equality in workplace and
lack of collaboration as well as coordination that impact productivity level in negative manner.
M1- Management strategies and methods to overcome challenges and problems
All the operational requirements for Island, Ski, Lake and beach resorts are different, but
effective and essential in term of serving the best services to each visitor. Cleaning, effective
communication, food preparation etc. are included in that list. Each resort has own specific
management that help to solve problems and challenges by developing suitable strategies. Here,
manager also does the same in context of above issues that he or she face while managing all
specialist areas.
 In regard to poor communication issue, manager should conduct a meeting and can plan
small gate together where all workers communicate with each other to known each other
better which in return build strong communication between all of them.
 Management must develop a plan through that all applicants attend workshop that can be
arranged at workplace in order to develop equality that help reduce workplace
discrimination.
 To minimize lack of coordination problem, management can take major action for
examples they can develop strategy like group activity which can lead to increase
collaborative practice between all workers can work in different specialist areas.
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LO 2
P3- Types of resort packages and their effectiveness in regard to fulfil sales objectives of
company
A package vacation comprises accommodation and transport services which tour operator
or organizer offer to people who are interested in different types of resort packages developed by
management. These are a type of goods bundling and handling.
Stay packages-
This kind of resort package is for those people who want to stay for short term period
with close friends or family members mostly 3 to 5 days (STANCIU and Pitic, 2019). These
packages include few services like breakfast, rose petal turn down and welcome bubbly that
make people happy and allow them to feel precious for resorts staff. It can help in obtaining
business objectives in term of increasing number of visitors because of receiving value added
services.
Discount package-
All types of resorts packages are some points different from each other because it
depends on service and amenities availability in Island, Beach and other forms of resorts. These
packages are very affordable and satisfied which in return increase profits margin and
satisfactory rating scale of business in positive manner (Wang, Du and Hu, 2020). Management
through these packages can provide 10 to 20 percent discount to people which help them to
convince people to revisit again, which is the main objective of firms.
Eco tourism package-
These packages in recent time become one of the best resorts packages that can emerged
these years. It permits people to experience beauty and nature of underdeveloped, culturally and
beautiful sensitive locations or destinations in the UK. Many resorts offer this package because it
give pleasure to those tourist who are tired from his or her busy life and need some rest that keep
mind fresh and health better. An eco tourism package fulfils objectives of resorts in term of
increasing mouth promotion.
Residence experience package-
These types of resorts packages are quite expensive and inclusive, especially offered to
those travel lovers who can afford it and want to spend their time in abroad. It includes luxury
services begin from pick up location to the airport, penthouse residence with personal pool and
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cooking space. It helps to fulfil resorts objectives like increasing profits margin and gaining
competitive edge by maximizing number of travellers to similar resort.
M2- Critical evaluation based on implication of developing different resort packages
Development and then implications of all resorts packages are very challenging task it
require a lot of hard work and attempts to run it successfully in market where potential buyer are
accessible. It needs appropriate market research that allow management to collect more data
about people demand and preferences which in return contribute in developing attractive resort
package that people recognize and drive towards purchase.
LO 3
P4- Determination based on needs of target market
Market research is set of approaches and techniques that have been utilized to collect
specific information or data related to chosen topic (Nilsson, 2019). It helps understanding target
market of companies, which make management able to operate their business in effective
manner. Here, the overall market investigation can be conducted into Old Course Hotel Golf
Resort & Spa location where individual are capable to invest in tour or resorts packages and are
highly interested to enjoy their lives stress free.
Chosen resort is located near the world’s most famous old course, Scottish and west
sands coast. With set of contemporary and classically elegant interiors, this resort provides
confident services, warm welcome and luxurious facilities in the best traditional manner of
Scottish hospitality. The location of this company is quite attractive and beautiful where people
like to visit again. Restaurants near resort provide tasty and healthy food services to tourist when
he or she goes out of location to take a look around nearby places. Selected firm is appropriate
holiday resort for spa, deluxe and golf hospitality dining experiences.
The area at which Old Course Hotel Golf resort and spa is established also successfully
and appropriately satisfied requirements, needs and demands of their potential visitors that
belong to high economic classes because middle class people could not be able to visit this five
star resort. Resort target upper to middle class visitors as target market because they can help to
promote its business all around the world after getting quality services accommodation to Food
& beverages, which can be included in examples of resort features or services.
P5- Business plan for a resort package relies on findings of market investigation
Executive summary-
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The Old Course Hotel Golf Resort & Spa, is a five star resort located at the UK where
management cater the excellent accommodation, sports, dining, golf and gym services to their
target market. It was located at beautiful location, being quite close to traditional restaurants, it
includes luxury rooms, a wide loan and golf space where people can play golf with close friends
or whom him or her visit resort.
Objectives-
 To posses 80% occupancy degree within resort during peak season.
 To increase satisfaction level of consumer.
 To increase overall profitability and sales by 30%
 To reach at global level and increase market share by at least 9%.
Situational analysis-
The best things about Old Course Hotel Golf Resort & Spa are its quality services and
other value added thing to customers like Breakfast according to preference and taste. The
location where resort has been established is one of their strengths that increase its profits margin
and number of visitors rather than other resorts in the United Kingdom. Accessible chances to
firm outcomes from increasing operational efficiency of tourism sector, because of that millions
of people visit resort. Along with strength and opportunities, intense competition as threat affects
operational and functional activities of business in negative manner.
Competitor’s analysis-
Old Course Hotel Golf Resort & Spa can face high competition from their rivals because
they are attempting to become a global leader and establish their branches all around the world
which is quite beneficial in term of gaining attention of international visitors or NRI. After
making a lot of changes and considering ways firm still facing this threat, but chosen resort can
gain competitive edge when management consider quality of services and their standards. They
can develop attractive package for everyone.
STP-
Segmentation-
Old Course Hotel Golf Resort & Spa can effectively segment their target market by using
right segmentation approach like demographic.
Targeting-
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Chosen resort can target upper & middle economic classes with this they can targets
couples because they love the location where Old course Hotel Golf resort and spa is situated,
families and individuals belong to all cultural backgrounds, genders, demographics, and
religious.
Positioning-
In order to set market position, management of chosen resort can use traditional and
digital marketing tools.
Marketing techniques-
Marketing team of resort and their skilled applicants can develop an advertisement
strategy through which they can generate brand awareness and promote business services in
systematic manner. They can use all marketing tools like TV, newspaper, billboards, social
media campaigns etc.
Monitoring and controlling-
Firm can monitor success of their business plans developed for resort package by
considering number of visitors visit and profit margin from last to further months.
M3- Critical analysis based on needs of consumers and create a resort package
The target market of Old Course Hotel Golf Resort & Spa, needs memorable services
from morning to the end of day which is very beneficial for company in term of increasing rating
in positive manner and maximizing profitability more than other resorts. Management can create
a package in which all the needs of consumers can be considered and each thing can be
mentioned accordingly.
LO 4
P6- Appropriate methods, initiatives and practices implemented by Old Course Hotel Golf
Resort & Spa
Old Course Hotel Golf Resort & Spa can implement range of approaches, initiatives and
practices that are beneficial and helpful for organization. For example, appraisal of
environment is one of the best sustainable methods that firm can implement, it can be utilized to
highlight that in recent time it is really very essential for tourism sector and companies working
under it to focus on environment situation and take major steps to prevent it from harmful things
like land, water and air pollution. According to this approach, management needs to assure that
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social, ecological and economic situations will be recognize while providing services in form of
different activities.
Economic outlooks and Government policies, is second approach and consider as the
biggest challenge that manager can recognize to work effectively. Firm needs to maintain
excellent sort of sustainability within business and overall organizational structure.
M4- Effectiveness of approaches and other things in context of adding brand value
The Above approaches successfully enhanced brand value, business performance and
image in market. For example, when company follow government rules it will boost their brand
image and add value for people which they consider positively.
CONCLUSION
By summing up above discussion, it has been concluded that managements, cooking,
accommodation, cleaning and other staffs member by playing their roles and accountabilities
effectively managed operational and functional areas of all types of resorts. Manager by taking
right actions and developing effective tactics successfully overcome problems and ranges of
challenges that have been discussed above. All the resorts have different operational
requirements that management fulfilled and in return gained a lot of benefits in term of
increasing productivity, profitability and customer satisfaction ratio. Furthermore, it has been
summarized that Island, Beach, ski and Lake Resorts develop their service or resorts packages
according to marker needs which make them able to increase their sales even better. With the
help of data and information gathered through market research business plan has been developed
that successfully implemented. Moreover, from above analysis it has been identified that by
implementing appropriate approaches and taking right initiatives, Old Course Hotel Golf Resort
& Spa obtained competitive advantages.
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REFERENCES
Book and Journals
Kuščer, K. and Dwyer, L., 2019. Determinants of sustainability of ski resorts: do size and
altitude matter?. European Sport Management Quarterly. 19(4). pp.539-559.
Mustapha, M. and Awang, K.W., 2020. Manoeuvring SME beach resorts in choppy
environment: entrepreneurs' perspective. International Journal of Environment and
Sustainable Development. 19(1). pp.109-122.
Nilsson, J., 2019. Know your customer: Client captivation and the epistemics of market
research. Marketing Theory. 19(2). pp.149-168.
Podrezov, A.O., Mäkelä, A.J. and Mischke, S., 2020. Lake Issyk-Kul: Its History and Present
State. In Large Asian Lakes in a Changing World (pp. 177-206). Springer, Cham.
Rahman, M., 2020. An Analysis of Housekeeping & Laundry Operations on Hotel Le Meridien
Dhaka, Bangladesh.
Scheyvens, R. and Laeis, G., 2019. Linkages between tourist resorts, local food production and
the sustainable development goals. Tourism Geographies. pp.1-23.
Spandre, P and et.al., 2019. Climate controls on snow reliability in French Alps ski
resorts. Scientific reports. 9 (1). pp.1-9.
STANCIU, P. and Pitic, A.I., 2019. A COMPARISON BETWEEN HOLIDAY PACKAGES
WITH CHARTER FLIGHT SUCEAVA–ANTALYA OF ROMANIAN TOUR
OPERATORS. Revista de turism-studii si cercetari in turism. (28).
Wang, P., Du, R. and Hu, Q., 2020. How to Promote Sales: Discount Promotion or Coupon
Promotion?. Journal of Systems Science and Systems Engineering. 29(4). pp.381-399.
Wattanasantikul, S., 2018. Strategy Implementation to Maintain service Quality in Chain and
Non-Chain Hotels and Resorts in Phuket (Doctoral dissertation, Prince of Songkla
University).
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