Tourist Resort Management: Types of Resorts, Challenges, and Market Research

This report discusses the different types of resorts, their features, and challenges faced while managing them. It also assesses types of resort packages and how they meet sales objectives with examples. The report further organizes market research into resort location and determines the needs of the chosen target market. Lastly, it presents a business plan for the Queens Hotel.

TOURIST RESORT
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Define different types of resorts, their features and challenges while managing them..........3
P2 Define differences in operational requirements of specialist areas and potential issues
managing the range of resorts......................................................................................................4
TASK 2............................................................................................................................................5
P3 Assess types of resort packages and how they meet sales objectives with examples............5
TASK 3............................................................................................................................................6
P4 Organize market research into resort location and determine needs of chosen target market
.....................................................................................................................................................6
P5 Business plan..........................................................................................................................7
TASK 4............................................................................................................................................9
P6 Investigate sustainable approaches used by resort/ hotel.......................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality industry is highly dynamic and comprises of various activities and operations.
Resort management is one of the type of services and industry operating in hospitality industry.
The facilities which are offered by hotels and resorts are- hotel management, service
management, marketing, planning of facilities and amenities, recreation administration and many
others. In hospitality industry, there are different types of resorts which are based on themes and
some are based on size, some of the types of resort are- ski, spa, golf and others (Alananzeh, and
et.al, 2018). Queens Hotel is the is the hotel which is operating within many countries and was
established by Princess Royal and Lord Harewood. It is a privately owned and managed hotel
which offers broad range of amenities. Queens hotel is planning to provide premium luxury
facilities and amenities through which they can meet customer demands. This project will
discuss the resort management activities and procedures of Queens Hotel which is a seaside
resort and hotel in Eastbourne, England. This report will outline the various kinds of resorts and
challenges which are faced by them. The report will define the innovative strategies which are
used by resorts to minimize challenges and their negative impacts on business operating in
hospitality industry. The project will highlight sale objectives, target market and business plan
which will be followed by the resort.
TASK 1
P1 Define different types of resorts, their features and challenges while managing them
Resorts are self- contained establishments that focuses on meeting customer needs and
demands. There are different types of resorts which offers various facilities and management of
resorts can make the business face many challenges and obstacles. The types of resorts are
mentioned underneath:
Ski resort- These resorts offer skiing facilities at their venue. The services which are
offered by Ski resorts are- catered chalet packages, self-catering, ski equipment’s and
maintenance, ski patrol, provision of wet rooms, ski patrol and avalanche control, snowmaking,
grooming and terrain park operations, ice driving, zip wire, ice diving, snow shoeing and many
other activities are also offered in such resorts (Amirudin, Nawawi and Salin, 2017). The

potential issues which are faced by Ski resorts are due to construction, maintenance and qLift
operations. Due to incline in climate change, this has challenged the time span of such resorts as
incline in climate change will create an adverse impact on real snow and this will increase the
use of artificial snow.
Beach resort- A beach resort is a resort which is operating near the beach or on the coast
of a beach. There are various fun activities which can be performed at the beach side resort and
all the activities are performed under the safety protocols and guidelines. The services which are
offered by beach resort are- entertainment and recreational activities. The features of such resorts
are their location, convenience, and amenities which are offered to visitors. The potential
challenges which are faced by beach resort can be seen due to sustainable development which is
related to coastal development. As due to incline in visitors at beach resort and their irresponsible
behavior of dropping wastage can also affect the coastal bodies and harm their lifestyle. Due to
incline in pollution can also create an impact on the water bodies, temperature at beach and the
air quality is also compromised.
Spa resort- Spa resorts are those types of resorts where facilities are provided to relax.
The amenities which are offered by a spa resort involves thermal and mineral spa where tourist
can make their mind and body feel relaxed. These facilities for relaxing offered by such resorts
acts like treatments (Anfuso and et.al, 2017). There are various issues and potential challenges
which can be faced by spa resorts, some of these challenges are based on health and safety
standards, poor level of training and education of professional, reduction in prices due to
economic crisis and uncertainties.
Golf resort- Golf resorts are resorts which cater specifically to the sports of golf and it
involves access to one or more than one golf courses and in their clubhouses. These resorts offer
golf packages where visitors can avail various facilities and accommodation services. There are
various issues and challenges which are faced by Golf resorts, some of these challenges arise due
to shift in modern society, food options, cost of gold and membership cost, dress code and
decline in interest in golf and country club.
Destination resort- A destination resort is created around central features which attracts
customer attention. Some of the popular destination resorts are- Beach resort such as in Bali,
island resort, mountain resort and desert resorts (Arbulú, Lozano and Rey-Maquieira, 2016).

Some of the challenges which are faced by destination resort are high operation cost, wage
payment, issues of insecurity, incline in competition and economic recession can create adverse
impact of the resorts.
P2 Define differences in operational requirements of specialist areas and potential issues
managing the range of resorts
Some of the operational requirements of specialist area and potential issues which are faced
by different rang of resorts are explained below:
 Training for staff members- Training is essential for developing the skills and
competencies of employees through which they can effectively perform the managerial
activities and assigned job roles and responsibilities. In context of Queens Hotel, the
hotel must create a training and development program through which they can enhance
the skills and competencies of their employees through which they can perform the job
roles effectively and meet desired objectives. With the help of effective training and
development, such enhancement in skills will support the employees of hotel to meet
customer demands and resolve their issues in timely manner.
Potential issue- Due to lack of proper training, this has been a factor which has created a
challenge for hospitality and tourism industry. Poor training, lack of knowledge and inability to
meet performance standards are issues which can hamper employee performance and leads to the
inability to meet customer satisfaction.
 Creation of brand image- The goodwill and brand image of a business is the fundamental
base of company through which they can maintain their competitive position within the
industry and operate for longer time period (Bach and Burton, 2017). In case of The
Queens Hotel, the hotel must focus on meeting customer demands through clearly
understanding their demands, through focusing on offering quality customer experience
which will help in spreading positive comments and recommendations for the hotel by
customers and this will support in creating a strong goodwill in the industry.
Potential issue- there are ample of situations which can create an issue for an organization while
creating and strengthening their brand image in the industry. Some of the factors such as- poor

performance, poor management, lack of market understanding is some of the factors which can
create a negative impact on the profitability and brand image of Queens Hotel.
 Bar license- If a hotel or resort is offering alcohol in their resort, then they must have a
permit from relevant authorities or from the State Government. The operational
requirement of bar license varies from state to state. For example, a beach resort is
offering variety of alcohol then they must have a permit for performing such operations.
Potential issue- If a hotel or resort offers alcohol without license, this can hinder the brand image
of the resort and can also make them face serious challenges and can stop their operations.
TASK 2
P3 Assess types of resort packages and how they meet sales objectives with examples
Resort packages are the packages or amalgamation of services which can be availed by
visitors, the packages involve- meals, drinks and taxes in prices of room. There are different
packages which are planned and offered by resorts through which they can meet demands of
variety of customers on the basis of customer preferences (Brandolini and et.al, 2017). The
packages can be based on various factors, such as luxury, economical and other factors that can
attract customers and their interest in the offerings of resorts and such factors supports hotels and
resorts in meeting their sales targets and objectives in planned time frame.
The different types of packages offered by hotels are and resorts are promoted through
various online and offline mediums, such as online (Instagram, Twitter, Facebook, YouTube,
official website and many others) and offline mediums (TV, Radio, Newspaper and others). By
advertising and promoting the offers and packages provided by hotel and resorts through online
and offline mediums in attractive manner, the Queens hotel can get customer attention through
which they can increase their sale and meet the desired sales objectives. In case of Queen hotel,
the different packages which will be offered by them are mentioned below:
 Economic packages- Economic packages offered by resorts are based on nominal charges
and budget friendly prices. These types of packages charge extra nominal charges for
service which a customer willingly wants to avail at the hotel and resort (Ciolac and

et.al., 2017). The facilities and services offered within this type of package are basic
services which can be helpful in meeting customer demands at reasonable and cheap
rates. These types of resort packages are more customer centric where they can visit a
resort and spend time at budget friendly prices. The economic resort package can be
helpful in attracting customer attention who are looking for budget friendly services
which will be helpful in earning higher revenues through which the Queens Hotel can
maximize their profitability.
 Regular packages- These packages offered by the hotels are customer centric packages
where they can avail basic facilities and to customers who are not looking for premium
and luxury packages. The facilities which are offered by resorts in their regular packages
are bask facilities where they can get food and accommodations services.
 Luxury/Premium packages- Resorts and hotels offers various luxury and premium
services through their luxury packages for visitors who want to avail all luxury benefits
and services while they are visiting the resort (Hughes and Scheyvens, 2021). This type
of packages majorly meets the demands of high-class customers which helps the resort or
hotel in meeting their sales objective and maximizing the profitability of business through
which competitive position within the hospitality industry can be maintained.
The hotel offers different types of resorts for meeting the demands of different types of
customers which can be a benefit for the revenues and profits of the hotel. By offering a variety
of resorts packages, it can be helpful in targeting customers of all category and who are willing
to have facilities on the basis of their preference and their budget. This will be helpful in
attracting greater number of customers who can avail different facilities based on their packages
through which the Queens hotel can met their targets and corporate objectives in timely manner.
For example, a group of friendly booked a hotel and is looking for budget friendly hotel then
they can avail the economic package provided by The Queens Hotel through which they can
avail the economic services and get more with nominal charges as per their preference. Such
classification of packages is helpful in meeting demands of customers of all type through which
the hotel and resort can meet their revenues and targets and maximize their profitability.

TASK 3
P4 Organize market research into resort location and determine needs of chosen target market
The chosen hotel is Queens Hotel which is a seaside resort that is operating in UK. The
resort offers wide range of services relying from economic to luxury packages through which
they can broaden their customer base and maximize their profitability of venture within the
hospitality industry. The resorts offer variety of services, such as- accommodation, spa rooms,
fitness centers, food facilities and other amenities. The different types of market research which
can be used by The Queen hotel and resort to understand consumer demand are- survey method,
interview, customer observation and feedback approach.
Need of target market
The Queen Hotel and resort will target customers who belong to middle- and high-class
families as this will be helpful in generating higher revenues through which business profitability
can be enhanced. The selected hotel will offer sports, exercise, a kid's area, lodging, and a variety
of other amenities will be added to the packages, which will help satisfy customer demand and
provide a positive customer experience (Kataeva and et.al, 2019). The corporation will also
concentrate on negotiating some facilities based on client demand in order to keep a larger
number of customers, resulting in a successful and lucrative business and a competitive
advantage from their operations. The resort will implement an effective market analysis strategy
that will assist them in identifying changing market trends and customer demands which enables
them to target the market by positioning their products and services in the right market at the
right time through which they can gain a competitive advantage, face intense competition and
maintain their industry company image. The resort will use primary and secondary research to
obtain data on consumer preferences so that they can customize services to their needs.
P5 Business plan
The Queens hotel and resort will design and adjust their packages based on competition
and market research, since this will assist the company improve its brand image, produce more
sales, and maximum profitability over a set period of time (Kostetska, 2018). It is vital to

establish a business strategy that will assist in fulfilling all organizational objectives as well as
client demand in order to satisfy all organizational objectives.
Business plan
Vision- The vision of The Queens hotel is to strengthen their competitive position within the
industry through which they can enhance their brand awareness.
Mission- in order to enhance the sales and establish the goodwill of hotel within the industry,
The Queens hotel will focus on using sustainable initiative and advanced technology through
which they can offer effective services to their customers that can be helpful in meeting their
demands. The mission of the hotel is to bring sustainable change within the society and overall
community.
Objectives-
 To boost the organization's sales and income by 25%.
 Develop a creative approach for offering goods and services to clients from various
segments.
Pricing strategy
The Queen hotels and resorts will employ a value-based pricing model that will benefit
both the company and its clients. Such a price plan will be the driver for increasing consumer
engagement and profitability.
Marketing plan
The resort's marketing strategy will be based on the resort's marketing aim, and it will be
used to promote the resort's products and services in order to attract more customers and achieve
a competitive edge and benefit from their marketing tactics. The organization will market the
resort's packages and facilities through various social media platforms such as YouTube,
Facebook, Twitter, WhatsApp, Instagram, and others (Moritz and et.al, 2017). These techniques
will be cost-effective, and costs can be readily controlled and checked on a regular basis. The
business plan will be a useful tool for managing tasks such as making innovative decisions,
budgeting, managing funds, and achieving organizational and sales goals. By developing such

strategies, the company will be able to meet the needs of its customers, resulting in the
achievement of sales goals and increased profitability.
STP approach
Segmentation- The first element of this approach is market segmentation, which will
assist The Queen hotel in segmenting and classifying their clients based on their needs and
commonalities (Niu and et.al, 2016).
Targeting- This strategy focuses on the target market that the organization will target, and
The Queen hotel will employ their unique products to meet client demand at the correct time.
Positioning- The positioning approach will provide clients with a variety of benefits that
the Queens resort will provide.
TASK 4
P6 Investigate sustainable approaches used by resort/ hotel
The sustainable approaches are those approaches which help an organization to meet their
responsibility toward the people, society and overall community. In case of Queens Hotel, the
sustainable approaches which will be followed by the resort/hotel are mentioned below:
 Utilization of resources- The management of the Queens hotel keeps a close eye on the
consumption of all resources which helps them in conserving time and money while also
contributing to sustainable tourism (Priporas and et.al, 2015). All resources, including
natural, sociocultural, financial, and other resources are appropriately managed, controlled,
and stored which assists in meeting customer expectations, creating brand value, improving
corporate performance, and working toward the attainment of organizational goals.
 Recycling bins in rooms- By placing recycling bins in the guest rooms, hotels and resorts can
make use of used products which can be recycled through which they can make a positive
change towards the environment. In context of Queens hotel, the resort will place recycle
bins in guest rooms and a small paper where guest can understand the use and value of
recycle bins and the program which has been followed by the hotel. Such strategies will be
helpful in recycling and reusing the products.

 Make use of energy saving technology- In order to make progress towards sustainability, a
hotel must focus on installing energy saving technology through which they can bring
difference for the hotel and for whole environment (Volkova and et.al, 2016). By installing
energy efficient technology, The Queens hotel can avoid waste and over consumption of such
energy-based resources and can make progress towards sustainable living through which a
better change in the society can be driven.
 Support local and sustainable business- Business operating in hospitality industry can be
helpful in minimizing the environmental impacts by promoting smart choices, promoting
business from local community through which sustainability can be enhanced. In case of
Queens Hotel, the hotel will promote environment friendly business to their visitors through
which they can support local business (Yoon, Sauri and Rico Amorós, 2018). The resort will
also make purchases for their hotel from local business through which they can deliver
benefits to the community, reduce their impact on environment and make more environment
friendly purchases.
 Donate food from kitchen- the hotel must create a plan where they will donate the extra food
oi daily vasus through which they can feed the needy people and avoid food waste which will
help them in making optimum utilization of all available resources (Zelinskaya, Chueva and
Chuev, 2016). In context of Queens hotel, the resort must donate all extra food to various
local, national food banks and to needy people through which they can save money, make
proper use of all available resources and engage in sustainable living.
 Training and development- The resort first determines its staff' training needs and develops a
training programme that will lead to sustainable tourism and a high-quality client experience.
With the support of training, the Queen resort management team and personnel will be able
to supply amenities to guests on time, resulting in more loyal consumers, improved brand
image, and increased industry value.
The CSR practices of Queens hotel and resort focuses on creating value through their
initiatives which focuses on benefiting the environment, communities, and overall community.
The resort incorporates various green initiative which can be helpful in reducing harmful impact
to the environment and also promotes reduction in dump to water bodies.

CONCLUSION
After analyzing the report, it can be concluded that hospitality industry is offering
services through various business types and hotels and resorts are a type of service which is
operated within the hospitality industry. Resort management activities also focuses on planning
packages which comprises of different facilities and different prices through which customers
can select package as per their preference. These packages offered by hotels and resorts are
based of different types of income level through which customer demand can be easily met. In
order to plan and achieve the sales objective, hotels and resorts must create a business plan
through which they can achieve their sales and corporate targets which will be helpful in
increasing customer base, customer engagement and for maximizing the profitability of business
operating within the hospitality industry. Business plan will be a helpful strategy for hotels and
resorts which will support in earning higher revenues and targeting opportunities through which
they can gain competitive advantage and sustain for longer time span.

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