Tourist Resort Management

This document explores different types of resorts, their key features, and potential issues and challenges of managing them. It also discusses the differences in operational requirements of specialist areas and potential issues managing them. Additionally, it covers how different types of resort packages fulfill overall sales objectives. The document further conducts market research into a specific resort location and determines the needs of a chosen target market. Finally, it proposes a business plan for a resort package based on the findings of market research.

Tourist Resort
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explore the different types of resorts, their key features and potential issues and
challenges of managing them.................................................................................................1
P2. Discuss the differences in operational requirements of specialist areas and the potential
issues managing the different specialist areas........................................................................2
TASK 2............................................................................................................................................4
P3. Access different types of resort packages and how they fulfil overall sales objectives...4
TASK 3............................................................................................................................................5
P4. Conduct market research into a specific resort location and determine the needs of a
chosen target market...............................................................................................................5
P5. Propose a business plan for a resort package based on the findings of market research. 6
TASK 4............................................................................................................................................8
P6. Investigate the different sustainable approaches, practices and initiatives implemented by
a chosen resort hotel...............................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Tourism is the wide and emerging industry because of its positive trends within the travel
and it also tends to depict the effective requirement of tourist operations management that can be
addressed by various facts. Tourism agencies also tends to undertake the requirements of
customers including package of services in terms of offering information to pertain for the
destination, transportation and events (Niu and et. al., 2016). Along with this, the prominent
functions of resort operations undertake for the health and safety issues, significance of effective
quality management and structure of resort management. To carry forward the study, Ballygally
Castle Hotel in UK and leads to offer various qualitative services like traditional style room for
the lakeside lodging and water sports centre. Moreover, report tends to cover various features of
common resorts and issues to manage them and various types of resorts and packages available.
It also identify the needs of customers by focusing on prominent needs and guiding principles for
accomplishing sustainable tourism.
TASK 1
P1. Explore the different types of resorts, their key features and potential issues and challenges
of managing them
Resort is the place that offer recreation and effective entertainment which is used in terms
of considering the commercial development that leads to attract maximum number of visitors by
offering qualitative services. Resort guests tends to enjoy most of things as per their convenient
venue considering food, activities, entertainment and so on. In regard of this, there are various
types of resort options that suits according to the interest and budget of people and some of them
are discussed as:
Beach Resorts: It depicts that these resorts are directly situated on beach which is very
close to sea to attract maximum customers. Beach resorts are very popular and attractive as it
leads to offer peaceful vision and joy to people. These resorts are preferred in terms of getting
relaxation in majorly consider water activities such as parasailing, horseback riding, beach
volleyball, scuba diving, jet skiing and many more (Alananzeh and et. al., 2018). In relation with
Ballygally Castle Hotel, they can also consider all these services as it is the beach side resort and
offer various services that can become attractive point for customers.
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Ski Resorts: These are the winter sport areas that tends to offer effective services for
snowboarding and skiing and also undertake effective equipment on rent like ski schools and ski
lifts. The purpose of ski resort is to develop skiing activities that are self contained relies under
destination resort.
Key features:
 The beach resorts are charming and also developed under the colonial style. As here,
individuals tends to enjoy various water activities and also get some peace with amazing
sunset view. Ski resorts are adventurous and most attractive at the time of winters especially over the
season of Christmas and New Year. It is currently trendy because of youths as in present
times most of the people are more oriented towards adventure.
Potential issues and challenges:
 The primary issue which is faced by Ballygally Castle Hotel is related with the
expectations of customers which is dynamic in nature as it is changes according to the
trends and market research. As most of the customers tends to expect according to the
convenience, personalization and efficient that can become major challenge for resort as
every has different taste and preferences (Purnaya, 2016).
 As per the expectations of customers, resort need to make significant modifications in
terms of resorts regarding the renovations and maintenance considering the standards of
their potential guest. Therefore, it can become costly for resort and become major
challenge.
P2. Discuss the differences in operational requirements of specialist areas and the potential issues
managing the different specialist areas
Resorts prominently run with right individuals and resources and also with effective
departments. For this, their needs prominently impact the size for the growth and development in
terms of offering services for the amenities. Therefore, few operational areas that exist in resorts
are discussed as: Front Desk services: It tends to depict the operational segment of hotel as in this,
individuals tends to prominently contact with their guests in terms of taking responsibility
regarding bookings and also get various details. In relation with Ballgally Castle Hotel,
the staff members of Front desk tends to behave very politely which is useful in terms of
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meeting the needs and knowing their perspective by developing effective relations with
them. Maintenance services: This unit of hotel is related with offering best quality of products
and electronics in terms of malfunction. This department tends to consider the effective
maintenance of the electronic gadgets of resorts like fixing and repairing computers, TV,
DVDs, game consoles and so on (Anfuso and et. al., 2017). In terms of Ballygally Castle
Hotel, their maintenance somehow lumped with housekeeping which is depends on the
size of customers and their availability.
Front Desk services Maintenance services
This department tends to manage the arrival of
guests and also listen their needs and
requirements. For this, they need to be well
dressed and representable in terms attracting
maximum customers towards them which is
beneficial for resort (Bach and Burton, 2017).
Along with this, they must have effective and
good communication skill that leads to attract
and retain maximum number of customers.
These individuals should be well trained and
experienced with effective knowledge and
skills.
This unit is related with the prominent
maintenance of items and other gadgets as per
the needs and requirements of customers which
is useful in maintaining the overall image as it
is beneficial for Ballygally Castle. Along with
this, these individuals does not need some sort
of dress code as they are quite from front desk.
Management strategies to eliminate operational issues:
 Resort manager need to monitor the overall performance of their employees and their
potential indicators regarding their performance level. For example, if an employee
perform poorly leads to impact the overall performance, morale and productivity of other
employees (Goryushkina and et. al., 2016). Therefore, the manager of Ballygally Castle
Hotel tends to opt performance indicators to measure the performance level of
employees.
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 Along with this, resort manager also need to listen feedback from their customers and
then develop effective strategies to overcome from various issues as it tends to increase
the image and reputation of hotel.
TASK 2
P3. Access different types of resort packages and how they fulfil overall sales objectives
Tourism is the fast growing and emerging industry as it consider diverse culture,
historical heritages and climatic conditions. Along with this, tour packages depict the pre-
arrangements and prepaid trips that are combined for effective travel packages including airfare,
accommodation and other services. For this, there are various types of travel options and some of
them are discussed as underneath: Adventure tourism package: This package is defined as the kind of tourism that tends to
motivate individuals to come out from the comfort zone and then involve for the thrilling
activities. This package tends to improve sales and revenues of resort if they offer this
service to their customers or visitors (Kataeva and et. al., 2019). For this, if Ballycally
Castle Hotel tends to offer adventure tourism then it tends to show prominent growth and
put positive impact on the sales and revenues by fulfilling the suitable objectives of
resort. It tends to include various activities including visit of exotic places for
adventurous activities such as trekking, rock climbing, paragliding and so on. Moreover,
there are various adventurous places in UK including Mountain skills Snowdonia, Tree
climbing, Walking the seven sisters, Walking across the Llyn and so on. Cultural tourism package: This kind of package depict the social richness of country
towards their visitors from each and every corner in terms of witnessing the sheer
celebrations. For this, the ethnicity and cultural values of UK leads to stand apart in terms
of showing their respective culture to world. For this, cultural tour package tends to offer
effective exploration and also different regarding the shade of the culture of UK. Along
with this, it leads to bring tourist more close to the colourful factors of tradition and
architecture (Yoon, Sauri and Rico Amorós, 2018). In relation with Ballygally Castle
Hotel, they tends to offer various cultural services which is effective and suitable to grow
sales and revenues of hotel considering the strategies objectives of resort which is to
increase their profitability.
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 Honeymoon tourism package: This package is opted by couples as it is the dream of
every couple to escape from the world in terms of spending quality time with each other
and go on the romantic vacation. It is the beginning vacation of married couple which
represent a new start of their married life. This tour package is very costly as their
objective is to earn maximum profit and honeymoon destinations is the mixture of
adventure, sightseeing, natural vistas and many more (Arbulú, Lozano and Rey-
Maquieira, 2016). In relation with Ballycally Castle Hotel, this tourism package is
offered by them as it is the beach site resort and they can offer various services
considering their objective which is to increase sales and honeymoon packages are
depends on season as well.
TASK 3
P4. Conduct market research into a specific resort location and determine the needs of a chosen
target market
The significant objective of market research is to collect essential information from their
customers as tourists are their customers and tourism industry tends to strengthen the effective
relationship with their customers in terms of enhancing the quality of services. For this, market
research is the essential tool in terms of fulfilling prominent requirements. In relation with
Ballycally Castle Hotel which is situated in Ballycally village, market research is important for
them in terms of collecting suitable information that reflect the needs and wants of customers. It
also tends to offer facts and figures for the number of visit, their profile and features.
By considering the prominent location, resort tends to target rich and average class
individuals who have luxurious lifestyle and effective source of income which is helpful for
resort in terms of offering best and improvised services. Besides this, resort also tends to opt
various marketing strategies that leads to attract visitors towards their resort by representing their
positive aspects and various attractive activities that are performed at the beachside (Amirudin,
Nawawi and Salin, 2017). Along with this, market research is the process that need well-
organised survey in terms of directing towards fulfilling the effective required information and
suitable outcome. In regard of this, it tends to undertake effective survey questionnaire which is
quite clear, direct and answerable. Along with this, the market research should be directed and
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supervised by the team leader of resort who has effective knowledge and experience in terms of
identifying the needs and requirements of customers.
Market research is beneficial for resort as it tends to retrieve appropriate information
regarding their customers and also able to take effective decisions and develop plans to satisfy
customer by offering better services. Moreover, effective market research leads to improve
suitable facilities like customer service and entertainment in terms of getting repetitive result. In
terms of Ballycally Castle Hotel, market research tends to develop suitable package and make
effective deal for communication in terms of targeting their market and take innovative steps that
reflect their reputation. For effective market research STP is conducted: Segmentation: This process is all about the effective identification and common traits
among individuals in the market. As it allow resort to develop more marketing campaigns
and involve in effective marketing (Brandolini and et. al., 2017). In relation with
Ballycally Castle Hotel, they leads to target customers on the grounds of significant
adventure, needs, income, age and lifestyle. For this, they discover saturated and mature
market in terms of discovering new opportunities by offer innovative benefits. Targeting: In this, resort need to identify the size of segment and its worth by
considering the market opportunities which is prominent enough to run a campaign. For
this, the marketer need to analyse the opportunity for financial viewpoint considering the
profits and also tends to except additional market budget which is required to implement.
 Positioning: This element reflect towards the suitable opportunities which is helpful for
responding towards the unmet requirements and desire of market. In this, resort tends to
identify their position in terms of after launching their effective services within the
market and their probable impact (Alvarez-Sousa, 2018).
P5. Propose a business plan for a resort package based on the findings of market research
Executive summary: Ballycallty castle hotel is situated in Ballygally village as it
overlooks at the sea side and run as a hotel since 17th century developing effective buildings
using effective residence in Northern Ireland. The castle was built in 1625 by James Shaw in
Scotland and has the main entrance door to the castle leading towards the tower. Along with this,
it is considered as the haunted place as people over there believe that the former resident has the
habit of knocking door of the rooms and get disappear.
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Vision and Mission: This effective vision of hotel is to create an everlasting dream for
holiday considering the needs of people and their overall experience in terms of offering
extraordinary and memorable things. They also want to become prestigious and well recognised
brand by developing healthy relations with guests by offering suitable services. Moreover, the
mission of company is to offer authentic services by providing true and rich facilities in an
efficient manner to get effective outcome.
Objectives:
 Focus on the suitable ideas and also develop effective strategies in terms of
accomplishing it.
 Identify and quantity for the long term expansion of business. Create effective benchmarks in terms of measuring success.
Marketing mix: Product: This factor leads to undertake the prominent collection of various services and
effective features and benefits that include the normal amenities of hotel room. It tends to
undertake effective marketing features like beach services, free breakfast, internet and so
on (Guo, Barnes and Jia, 2017). Price: This element tends to undertake effective marketing that influence price factor
which is more attractive. For this, the operator tends to add effective features to product
and also keep align with price in terms of offering discount. Place: It depict the effective location and it is as the positive aspect of hotel because hotel
is situated at the attractive and suitable side by undertaking effective venue which is
helpful in attracting and developing effective customer base (Chen, 2017). Promotion: It undertake travel marketing strategy considering various methods of
communication and various content for promotion. This factor is for the target market in
terms of attracting them towards the growth and sales of resort. People: It include that the product is the effective collection of services as people tends
of offer suitable services regarding the growth and success of transaction. It also
undertake suitable staff members with prominent skills and experience. Process: As per this element, resort leads to include various middleman and outsider in
terms of delivering their services and effective distribution channel.
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 Physical Evidence: In this, it is important for resort to have effective and attractive
appearance for suitable customer experience for the specific hotel in terms of increasing
sales and offering effective supply for branded products.
Financial plan:
Project Funding Summary
Developing and Improvement Cost £881,000
Fixtures, Build out and furniture £353,739
Development start up expense £116,000
Five months working capital £49,261
Total £1,400,000
TASK 4
P6. Investigate the different sustainable approaches, practices and initiatives implemented by a
chosen resort hotel
Environmental concern is all about the popularity and eco-friendly practices in terms of
green meetings that continuously increases. For this, it is essential for meeting and event
planners to prominently expand their knowledge for the effective knowledge regarding the
sustainability which is related with the venues, vendors and other event services. In regard of
this, various approaches that can be opted by Ballycally Castle hotel is mentioned as underneath: Conservation: It depict the effective operations including the lighting system, water and
so on in terms of saving the overall energy which is automated for the energy
management system. In relation with this, respective resort prominently work for the
reduction of energy in terms of sustaining for the possible things and better guest
experience (Shipilova and et. al., 2017). Along with this, the prominent efforts range
towards the linen and reuse of things that leads to depict the standard of installation of
low flow faucets and other fixtures. Cleaning products: Identifying the significance of safe products for the guests and
employees is effective for the environment and for this, hotel tends to shift towards the
cleaning of products in terms of making things clean naturally (Alananzeh and et. al.,
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2018). Along with this, eliminating the use of products within the Ballycally Castle hotel,
considering chlorine bleach and other derivatives makes environment more successful.
Besides this, natural products tends to prove the effective performance which is less
irritating to guests and employees.
 Bath amenities: Most of the hotels tends to make suitable statement in terms of offering
effective and reliable guest services that leads to formulate custom amenities. For this,
resorts like Ballycally Castle hotel need to take major step regarding the natural and
essential oil which is based on the custom formulated product that is made without any
sort of artificial ingredients and preservations which is the packaged recyclable
containers (Purnaya, 2016).
CONCLUSION
By considering the above discussion, it is identified that tourism and resort management
practice is opted by the tour operator management in terms of coordinating with the effectiveness
of resort. Moreover, it depict various types of resorts like ski and beach based resort by
undertaking the potential issues and challenges and also identify several packages that are
available for various resorts. Besides this, effective market research is organised to examine the
needs of customers and then develop a business plan. Lastly, sustainable approaches are
discussed and various practices that are opted to meet the needs of stakeholders and improve
business performance.
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REFERENCES
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perceptions and interests management. Sustainability, 10(2), p.503.
Amirudin, N.R., Nawawi, A. and Salin, A.S.A.P., 2017. Risk management practices in tourism
industry–A case study of resort management. Management & Accounting Review
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Anfuso, G and et. al., 2017. Evaluation of the scenic value of 100 beaches in Cuba: Implications
for coastal tourism management. Ocean & Coastal Management, 142, pp.173-185.
Arbulú, I., Lozano, J. and Rey-Maquieira, J., 2016. The challenges of municipal solid waste
management systems provided by public-private partnerships in mature tourist
destinations: The case of Mallorca. Waste Management, 51, pp.252-258.
Bach, L. and Burton, M., 2017. Proximity and animal welfare in the context of tourist
interactions with habituated dolphins. Journal of Sustainable Tourism, 25(2), pp.181-
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Brandolini, P and et. al., 2017. Urban geomorphology in coastal environment: Man-made
morphological changes in a seaside tourist resort (Rapallo, Eastern Liguria,
Italy). Quaestiones Geographicae, 36(3), pp.97-110.
Chen, X., 2017. A phenomenological explication of guanxi in rural tourism management: A case
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Goryushkina, N.Y and et. al., 2016. Marketing management in the sphere of hotel and tourist
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Guo, Y., Barnes, S.J. and Jia, Q., 2017. Mining meaning from online ratings and reviews:
Tourist satisfaction analysis using latent dirichlet allocation. Tourism Management, 59,
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Kataeva, V and et. al., 2019. Recommendation for the use of regional tourist resources by the
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Niu, Y and et. al., 2016. How do destination management organization-led postings facilitate
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pp.929-948.
Purnaya, I.G.K., 2016. The ideology that affects the management of tourist resort Nusa Dua-
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Shipilova, N.A and et. al., 2017. Organizational and Technological Aspect of Innovation
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Journal of Applied Business and Economic Research, 15(23), pp.173-183.
Yoon, H., Sauri, D. and Rico Amorós, A.M., 2018. Shifting scarcities? The energy intensity of
water supply alternatives in the mass tourist resort of Benidorm,
Spain. Sustainability, 10(3), p.824.
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