TASK 1 3 P3 Issues and Challenges in Management of Tourist Resorts

Tourist Resort Management INTRODUCTION .3 TASK 1 3 P1 Different types of resorts and key features & potential, various issues and challenges in management of such resorts .3 P2 Various differences in operational requirement and potential issues in management of special areas in various range of resorts .4 M1 Evaluate different Operational requirements for a range of resorts and their management strategies to minimise issues and challenges 6 TASK 2 7 P3 Different resort packages and how they are able to fulfil their sales

Tourist Resort Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Different types of resorts and key features & potential, various issues and challenges in
management of such resorts...................................................................................................3
P2 Various differences in operational requirement and potential issues in management of
special areas in various range of resorts.................................................................................4
M1 Evaluate different Operational requirements for a range of resorts and their management
strategies to minimise issues and challenges..........................................................................6
TASK 2............................................................................................................................................7
P3 Different resort packages and how they are able to fulfil their sales objectives...............7
M2 Critically evaluate the overall business implications of developing and running a range
of resort packages...................................................................................................................8
TASK 3............................................................................................................................................8
P4 Market research of a specific resort location and decontamination of needs of the target
market.....................................................................................................................................8
P5 A business plan for a resort package.................................................................................9
M3 Critically analyse the needs of customers and create a resort package to maximise
business and profitability......................................................................................................10
TASK 4..........................................................................................................................................11
P6 Different sustainable approaches, initiatives and practises to be implemented by a chosen
resort.....................................................................................................................................11
M4 Evaluate how sustainable approaches, practices and initiatives for a chosen resort
enhance brand value, image and business performance.......................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Tourist and resort management is a vital part of hospitality industry in which various
hospitality administration are associated in order to give ultimate satisfaction to their customer
and provide remarkable experience to their guests (Amirudin, Nawawi and Salin, 2017) . This
report is based on various tourist destinations which are related with different destination such
as resort and other service and leisure provider. This report consists of various aspects of tourist
and tourism in the background of Shrigley Hall Hotel & Spa. The hotel is established in UK and
the organisation is targeting to specific class of customer in order to enhance their business and
market capture as well. The hotel is laced with all the luxurious amenities which can be used by
customer in order to attain higher level of service satisfaction. Shrigley Hall Hotel & Spa is
highly active to manage their goodwill and market image for this they are focusing over
maintaining customer loyalty. This report is made by covering various dimensions of
challenges and issues faced by resorts and various packages included within resort
management.
TASK 1
P1 Different types of resorts and key features & potential, various issues and challenges in
management of such resorts
There are various types of resorts which are associated with their own significance,
location and features. On the other hand there are various services which are being provided by
resort organisation such as entertainment, fun filled activities, luxurious services and many
more. Numerous types of resorts are described as under:
 Beach resort: This is the type of resort which is being located at coastal areas and
beaches which is regarded as the major attraction. In these resorts various entertainment
facilities and recreational activities are undertaken. Several establishments are included
in this such as romantic gateways, scenic views and many more. These are highly
emphasised on providing luxury and leisure to customers.
 Island resort: These types of resorts are situated at landslips so as to give ultimate
luxury to their customers. These resorts are mainly giving their focus to those customers
who are willing to spend money and time as well so as to give them additional

remarkable memory during spending of vacations (Oey, M. and et. al., 2016)(Samiee,
Chabowski and Hult, 2015).
 Golf resort: These types of resorts are made for those people who are golf lover. In
these resorts various facilities are provided such as golfing, drinking area, sources for
entertainment, theatre, music, dining area and many more. These facilities are leading to
attain ultimate satisfaction of their customer and satisfying needs of sports lover.
 Luxury resort: These types of resorts are having their major priority is to provide
luxury to their customers. These are made for those customers who are prone to use
luxurious services and grab prominent services as well (Bærenholdt,, Haldrup and Urry,
2017).
 Spa resort: Spa resorts are defined as those establishments which are associated with
spa amenities. On the other hand these resorts are providing ultimate luxury to their
customer in which services are quite expensive which provides them advantage over
service differentiation.
Challenges in maintenance of resorts:
 Changing customer expectation: This is one of the prominent challenge in which most
of the resorts face problem of changing needs and decreasing of sales as well. Due to
not adopting change in prominent manner this issue can be faced by resort organisation
as needs of customer are emerging.
 Renovation and maintenance: This is defined as one of the most common issues as
resorts demands continuous renovation due to align needs of their customers and fulfil
the same. This needs huge investment of capital which minimises overall profit, for all
the resorts making this investment is not possible.
 Updating with latest technology: Technology is one of the vital aspect in current
emerging world in which this is necessary for the businesses that they adopt technology
in proper manner so that make high investment in the area of higher return.
P2 Various differences in operational requirement and potential issues in management of
special areas in various range of resorts
Various range in resorts Operational requirements Potential issues

Training of staff members Proper training is the essential
aspect in which proper training
is being given to staff member
so that to enhance their skills
and capabilities (Surugiu and
Surugiu, 2015). During
appropriate gaps trainings are
required to be held so as to
enhance business functions.
With the help of these
trainings regular functions
within a resort can be executed
in appropriate manner (Cetin,
2016).
Potential issue related to cost
is always existed and these are
associated with training cost.
Due to increase in training cost
this becomes difficult for the
business to recover the same
so that profit will be sacrificed.
Organization of bookings This is regarded as an optional
requirement in which all
bookings are required to be
handled in prominent manner
so that to manage process of
booking. This includes e-
commerce site, tele-bookings
and many more. There are
numerous instances in which
bookings can be maintained in
efficient way which is helpful
in attaining ultimate
satisfaction to customers.
Prices are highly fluctuating in
nature, in which bookings are
affected in direct manner. in
peak season bookings are
required to be maintained in
such a way that no customer
remain unfed by meeting their
level of expectation and
satisfaction.
Maintenance of a brand image Brand image is associated with
operational issues which
defined overall quality of the
Under this potential issues are
being examined in order to
understand presence of

operations. These are executed
by resorts in order to get
customer satisfaction in
optimal manner.
competitors and those aspects
which are impacting services.
By rendering enhanced quality
services competitors are
required to be examined in
such a way that to attain
competitive edge as well.
Having a competitive
advantage
This is highly required that in
order to survive in competitive
market emerging trends are to
be inhaled so that to attain
edge within competitive
market. Operational issue
within resorts are associated
with creativity of staff in
which training and high degree
of motivation is rendered so
that to understand market
competence.
There are varied issues which
may arise within running a
resort in which numerous
financial need may appear and
for this lot of investment is
required so that to lead
competitive environment and
solve all the prominent issues
as well.
M1 Evaluate different Operational requirements for a range of resorts and their management
strategies to minimise issues and challenges
There are varied operational requirement which are required in order to deal with various
issues. For instance, issues related to customer satisfaction and customer complaint can be
minimised with the help of training and development sessions organised for employees. On the
other hand by properly organising bookings, work flow can be maintained and customer
catering opportunities can be enhanced. Besides this the major issue is associated with
maintaining brand image and for this Shrigley Hall Hotel & Spa is using various promotional
channels in order to advertise their services in global market. At last vital issue is dealing with
competitive market and for this Shrigley Hall Hotel & Spa is trying to explore their brand in
global market so that to attain differentiated identity.

TASK 2
P3 Different resort packages and how they are able to fulfil their sales objectives.
All the resorts are having significant packages in which needs of target market can be
fulfilled. These packages are associated with different services and these are rendered by
service provider within package of the service. Prices of these packages are varied from each
other and for this every resort owners are coming up with new product or service
differentiation. These are primarily divided into three types which are elaborated as under:
 Premium Package: This package is the most demanded package in which prominent
services are being provided by hotel management. There are various facilities which re
included in this such as lodging, clubbing, recreational activities and many more. These
are high priced as in compared to other packages (Chrimes, 2016). These re highly
significant in order to provide ultimate satisfaction to the customers in which high prices
are required to be paid by customer in lieu of high end comfortable services. Resorts are
defined as such places in which vacations are spent by customers in order to make their
stay remarkable and to grab high level of comfort and luxury.
 Moderate Package: This category of package in which services are provided which are
cheaper as compared to premium package. In this package customer are given services
such as lodging, pool, club and sports. These services are depending on type of resort
and their area of customer capture as well. These packages can be afforded by every
class of people which enhances its liking for general public.
 Economic Package: These packages are associated with basic requirements and
services which can be offered by any resort. This involves lodging services, swimming
pool services, restaurant services and others. These facilities are targeted over those
classes of people who have lesser budget but at the same time they are willing to enjoy
services in proper manner. Under this package basic needs are fulfilled by customer in
appropriate manner. The major target for this package is salaried people in which
customer are focused in order to attain proper satisfaction (Tashman and Rivera, 2016).

M2 Critically evaluate the overall business implications of developing and running a range of
resort packages
From the above mentioned discussion this can be analysed that as according to needs and
allowance of pocket a person can select appropriate packages. The availability of packages
provides ease to customer for dealing with their needs and desires of their customer. With the
help of range of resort packages high edge sustainability can be attained by business as more
customers can be attracted and catered as well. Besides this management can be easier as there
are certain differentiation within packages and services included in them which creates easiness
for the management and eliminates confusion.
TASK 3
P4 Market research of a specific resort location and decontamination of needs of the target
market
Shrigley Hall Hotel & Spa: This is a spa situated in UK and having varied facilities
such as golf area, swimming, spa, fitness centre, relax rooms and many more. The hotel is also
providing dining facilities, evening drink facilities and many other prominent services which
are demanded by customer in primal manner.
Needs of target market: The target market for Shrigley Hall Hotel & Spa are those
people who are not price sensitive and ready to pay higher prices for resort services. The hotel
is prominently known in UK and provides leisure, wedding, conference room, dining, staying
facilities to their customers. The organisation is highly active on offering high quality services

and with the help of this they have enhanced their brand image and equity as well (Demangeot,
Broderick and Craig, 2015).
 Targeting family and couples: The major target for Shrigley Hall Hotel & Spa is
family and couples and this sector is prone to use innovative and luxurious services so
as to make their stay remarkable. Services acquired by them include spa facilities, sports
services, romantic areas and many more.
 Meeting customer requirement: The Shrigley Hall Hotel & Spa is managing customer
requirements in optimal manner so as to deal with high customer portfolio and customer
needs as well. By targeting over particular class of people the company is trying to
manage their brand effectiveness and brand image as well within marketplace.
P5 A business plan for a resort package
Introduction: In current market needs and demands of customers are highly fluctuating in
nature due to which businesses are required to inculcate those demands so as to acknowledge
change and fulfil needs of their customers. For this prominent strategies are required to be built
so that to enhance survival within competitive market. In order to cop up with external market
Shrigley Hall Hotel & Spa is preparing a business plan which is elaborated as under:
Objective: The major objective to build this plan is to attain business goals by giving
prominent services to their customer (Elfrida and Nuryani, 2020).
 The primal objective of this business plan is to target new customer so that to give them
high edge satisfaction. The strategy adopted by Shrigley Hall Hotel & Spa is related
with opening of new hotel range in international market. This is helping customers to
enhance their resort experience and deal with huge customer with their innovative
services.
STP Approach: This approach can be used by Shrigley Hall Hotel & Spa in order to target and
pitch their customer in proper manner:
 Segmentation: On the basis of various characteristic market is required to be segmented
by resort in order to fulfil needs and expectation of their customer. On the basis of
behavioural aspect market is segmented by Shrigley Hall Hotel & Spa. This is helpful to

make robust marketing strategy only for target customer by which efficacy can be
enhanced.
 Targeting: The major target market for Shrigley Hall Hotel & Spa is couples and
families. This market segment is willing to use new and innovative services which may
lead Shrigley Hall Hotel & Spa to earn profits in short run of their business expansion.
On the other hand customer segmentation is essential in order to grab attention of those
customers who are trying to get new experience.
 Positioning: Shrigley Hall Hotel & Spa is trying to position their brand within market
by attaining advantages of differentiation. This may provide their customer unique and
significant experience so as to get high satisfaction over inhaled services.
 Pricing strategy: The Company is adopting premium pricing in order to grab position
in prevailing market. The services offered by Shrigley Hall Hotel & Spa are related to
luxury and comfort so this way their focus is to grab attention of elite class people.
 Marketing plan: Shrigley Hall Hotel & Spa is making marketing plans in order to
make their plan successful. For this they are using various promotional channels so as to
aware their customers regarding service offerings of Shrigley Hall Hotel & Spa (Lee,
2017).
 Controlling and monitoring of activities: Controlling and monitoring is defined as the
final stage of business plan in which effectiveness of business plan is checked. This step
is associated with checking planned and sequence of the plan so that to draw positive
impacts in appropriate manner. When activities are not planned in proper manner this
would lead in financial losses due to which productivity can be minimised.
M3 Critically analyse the needs of customers and create a resort package to maximise business
and profitability
In current time need of customers are based on attaining high service satisfaction by
expending lesser money but obtaining with high quality within services. For this resorts are
making packages in such a way that maximum services can be rendered to their customers in
minimal prices. These packages are having direct impact over profitability and market
sustainability as well. On the other side needs of customers are fluctuating and for this resorts
are continuously managing the same so that to get high market prominence and higher brand

image. The major role of packages are to grab attention of customer in effective manner and
lead the business to earn high succession.
TASK 4
P6 Different sustainable approaches, initiatives and practises to be implemented by a chosen
resort.
Shrigley Hall Hotel & Spa is using various sustainable approaches in order to enhance
their image in the market.
Energy conservation: This approach is highly popular in which the company is using
equipment’s which are related to conservation energy Such as boilers, lighting system, kitchen
appliances and many more. These practices are helpful for Shrigley Hall Hotel & Spa in dealing
with cost and earn high profits as well. These practices are included with automatic energy
saving in which available resources can be used in optimal manner. This ensures appropriate
safety to the environment due to which positive contribution can be given to the environment
by Shrigley Hall Hotel & Spa.
Waste reduction and Recycling: This is associated with using those practices by which
industrial waste can be recycled and used again. The company is using waste decomposing
program in which they are diverting up to 50% of their waste. This is leading Shrigley Hall
Hotel & Spa to minimise their cost and enhance their profit as well.
Cleaning products: This is an approach which is used by Shrigley Hall Hotel & Spa in
order to provide safety and hygiene in their product and services to their customer. This could
be helpful in enhancing brand image and customer capture as well.
. Food preparation: This approach is used by Shrigley Hall Hotel & Spa in order to
provide high quality food to their customer so as to enhance power of brand recall. By using
fresh ingredient, healthier food items safer approach for food preparation is used by Shrigley
Hall Hotel & Spa which enables them to deal with needs and demands of their customers.
Spa: There is being emerging trend in which services are spa services are provided with
organic products. This is helpful in order to manage brand image so as to enhance market

capture as well. With these innovations signature treatment can be given to customer by which
customer can be attracted in optimal manner (Mathews, S. and et. al., 2016).
Selection of menu: Shrigley Hall Hotel & Spa is having wide range of menus in which
customer can select food as according to their needs and desires. This is helpful in managing
quality of food and customer base as well. By providing this high inclusion on menu customers
can be attracted in prominent manner.
M4 Evaluate how sustainable approaches, practices and initiatives for a chosen resort enhance
brand value, image and business performance
These are some approaches which are being used by Shrigley Hall Hotel & Spa in order
to lead the market and get succession over business functions. These are helpful in making
sustainable movement towards environment. With the help of these practices Shrigley Hall
Hotel & Spa is able to take initiative to enhance their brand image and brand value as well.
These approaches are helpful in enhancing overall business performance as these leads to
saving in cost and efforts which resultantly provides enhancement in brand recognition and
image in marketplace.
CONCLUSION
From the above report this can be summarised that resorts and tourism are regarded as
one major stream in hospitality. There are various issues in each sector within resort and these
are required to be treated in serious manner so that attain positive results and long term
sustainability as well. For smooth business functioning this is required that all the dimensions
are treated in effective manner so that negative aspects can be eliminated and positivity can be
rendered to business enhancement. On the other hand for understanding these problems various
tools are used that could be aligned to overall objective of the business within hospitality.
Resort and hotels are fully focused over providing services to customer in such a way that
ultimate satisfaction can be given to them and remarkable experience can be given to them as
well. In order to survive in emerging market environment new trends are requisite to be inhaled
so that to intensify sustainability and attainability of success. In current trends businesses are
using sustainable practices so as to minimise harm to environment and grab success opportunity
to its peak.

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