Tourist Resort Management

This document provides an overview of tourist resort management, focusing on the types of resorts, their key features, and the challenges in managing them. It also explores the operational requirements and issues in different areas. The document discusses how resort packages fulfill sales objectives and contribute to revenue and profit. It further delves into conducting market research into ski resorts to identify the needs of the target market. Finally, it proposes a business plan based on the findings of the market research.

TOURIST RESORT
MANAGEMENT

Table of content
Introduction......................................................................................................................................3
LO1..................................................................................................................................................3
P1 Various types of resorts, their key features and issues to managing them.............................3
P2 difference in operational requirement of area and issues in managing those areas................4
LO2..................................................................................................................................................5
P3 Several types of resorts packages and how they fulfill sales..................................................5
LO3..................................................................................................................................................6
P4 Conduct market research into Ski resort and find out needs of target market.......................6
P5 Propose a business plan for a resort package based on the findings of market research and
findings........................................................................................................................................8
LO4................................................................................................................................................11
P6 Different sustainable approaches, practices and initiatives implemented by.......................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

Introduction
Tourism Resort management is consider as an integral part of hospitality industry where
there are various types of management among consumer market share. Glenshee Ski Centre is
known as the five star resort and spa that provides gourmet cuisines and beautiful bedrooms with
highly designed rooms as well as air conditioned room facilities where the visitors can enjoys
treatment at pool, spa and steam as well as several other outdoor activities (Calianno, 2020).
Report focuses on several common resorts where there are several packages available among
resorts. Further it focuses on consumer demand and various management decisions.
LO1
P1 Various types of resorts, their key features and issues to managing them
There are various types of resorts coming up within hospitality and tourism industry as
here there is a huge demand among consumers in order to enjoy services and also enjoys
adventure activities that influence high goodwill and profitability among world level. Mentions
below are significant varieties among resorts.
Golf resorts- These are considered as on site gold resorts involves golf passes for visitors who
can play one or two rounds (Reid, Johnston and Patiar, 2017). The utilisation of such golf carts
are also available among resorts for other segment of consumers who are also looking forward
for the high tourism facilities and high adventure activities.
Beach Resorts- These types of resorts offer guests various water activities for examples beach
volleyball, paragliding, scuba diving and tennis where tourists are offered high quality services.
Beach resorts are also famous for having wide on site beach reservations particularly for tourist
who came to experience several recreational services relied on their requirements. Such kind of
resorts are also known for providing calming and luxury experience at all ends where several
resorts from all over world are planning in order to be more innovative so that most high profiled
serving with best hospital services (Rud, 2017).
There are several challenges and issues of the managing resorts within terms of differences in the
operational needs of particular areas for several ranges of resorts that are being faces through
management fields of resorts can be analysed mention below.

Quick changes in consumer preferences. such resorts such as beach resorts where aqua bar and
private beach resorts are at high demand (Kuščer and Dwyer, 2019). Management of resort faces
several challenges for examples external climate changes and initial high cost factor that impacts
several destinations where the resorts are situated. In management and services Weather changes
have been play a huge difficult factor among tourists market share and also prominent several
services in order to gain competitive benefit. Ski resorts also faces several challenges because of
the extreme snowy weather as well as high seasonality changes that are coming within climatic
that considered not drastic but also high pragmatically influencing the business scenario. Ski
resorts can be considered as more technically advanced alongside artificial snow facilities where
several adventurous facilities program in order to define several attracting working elements that
provide more consumers’ segments from all over world. Ski resorts can also utilise artificial guns
and snow making technology in order to develop high quality experience for guest as well as also
develops the operational needs for the challenge such as lack of snow. Young generation look
onto several recreational actions as well as also provides the private accommodation facilities
among various resorts within tourism industry. The operational working criteria can be also
developed more effectively through promotional and marketing services through being
partnering with several travel firms as well as connecting new segments of consumers by the
help of social media platform.
Speciality resorts also face several types of issues and challenges and their issues include
that they can only target certain segments of customers and competition in speciality resorts is
also increasing (Volgger and et.al., 2019). Island resorts also face several challenges in managing
and their key issue is that infrastructure on small islands is not very developed that they can
support tourism development and this affect management of resorts.
P2 difference in operational requirement of area and issues in managing those areas
It has been analysed that there is difference in operational requirement of Ski resort. this
is because ski resort basically is based on snow area and it requires various operational
requirement. Here, the main operational requirement is snow and accommodation for people.
this is specialist area as in this there are many facilities and services that is required. Therefore, it
is essential that all facilities are effectively included in it. But it is found that there are several

issues which exists in Ski resort and it is difficult to manage it. Due to that it highly impact on
guest satisfaction revenue of resort. Hence, the issues are defined as
Lack of snow- This is major issue as ski resort are those that are built on snow. It is done to
develop environment for people. However, many times there is lack of snow due to which
environment required is not developed. Also, it becomes difficult to maintain snow as it become
harsh. Thus, lack of snow is issue and is not managed in Ski resort. Sometimes, snowfall does
not occur in sufficient way so there is no snow in resort (Munandar, 2017).
Accommodation - It is second area in where issue is faced. Usually, in Ski resort accommodation
facilities are available. The services which exist in resort are limited. So, in case of high demand
the accommodation is not available and it highly impact on customer satisfaction. Their needs
are not fulfilled. Moreover, the issue is not being managed in this area.
Avalanches - This issue is consistent as it occurs when weak snow slides down. It is a natural
hazard. It also occurs due to excessive snowfall. Also, it is not managed as there is no technology
or way to do it. Due to avalanches there is risk of death of people and other harm as well. So,
there is no strategy or plan for stopping it (Huo, 2017).
Besides that, it is found that young people are finding it difficult to improve Ski resort.
this is because they are not able to solve above issues. The accommodation services are not
developed in that area.
LO2
P3 Several types of resorts packages and how they fulfill sales
Glenshee Ski resort is considered as one of the finest five star resorts where several
tourism holiday packages gives the best facilities. The packages of resort focuses onto seasonal
offers more where guests can also uses conference hall for any type of the parties and business
conferences for several functional services and technical elements in order to establish high end
benchmarks. Business revenue and sales tactics are focused in order to bring within more
developed working avenues for serving consumers segregated into all over world rationally and
parameters bring vest facilities for the whole development (Nicula. and Spânu, 2017). Ski Centre

is consider as one of the most known Ski resort within the United kingdom that offers best
holidays packages such as SKI for week, summer holiday as well as various attractive best
holiday packages in order to bring several effective paradigms so that the best types of the
services as well as higher quality factors are gaining strong factors regarding effective business
as well as increasing seasonal offers. The resort has structured arenas regarding all amenities and
has also high infrastructure with all types of accommodations that is able to gather ginger
functional synergy and high yield of profitability. Ski resorts sales their packages with exclusive
marketing based on several facilities in order to develop high comfortable stay as well as
convenience relied on business parties, discussions and conference meetings in order to program
out several high comfortable stay as well as invite children and families with best type of meals,
free drinks and several other packages. The Ski for its week packages are also highly known for
its Glenshee ski resorts that has also programmed on several facilities that are relied on privacy
concerns, space customization and allows them in order to experience with all types of luxury
services (Rud, 2017).
Contribution of packages in sales, revenue and profit
Sales - Sales of the resorts gets significantly affected by sales in which resorts becomes able to
attract customers through different means and packages also enable resorts to offer their services
in different forms. This increases sales of the resort and fulfil sales objectives of resorts.
Revenue- Increase in sales of the resort and its services increases revenue. This means that high
occupancy of resort and higher sales of services of resort increases revenue and fulfil revenue
objectives of the company.
Profit- This is concerned with what profit is earned by resort after covering cost of services.
Packages also have a positive impact on profit, this is because even when packages are offered at
less price compared to offering services individually, high sales make positive contribution for
profit. This helps in achieving profit objectives of the resorts.

LO3
P4 Conduct market research into Ski resort and find out needs of target market
In order to identify the needs of target market a market research was done at The Lecht
ski centre. Here, target market was children who want to ski. Thus, for that data was collected
with help of questionnaire. It is as follows
Q-1 what type of additional facilities you want at The Lecht ski centre apart from ski?
Snowmobiles
Play area
Cable car
Q-2 What type of food items or dishes you want?
Liquid
Solid
both
Q-3 do you want accommodation facilities as well?
Q-4 is there any resort where only ski facility is available?
Yes
No
Q-5 do you want a dispensary to be within resort?
Yes
No
Q-6 do you require free transport services within The Lecht ski centre?
Yes

No
Q-7 Should The Lecht ski centre provide offers, discounts, etc in seasonal times to customers or
not?
By analysing the data gathered it can be stated that main need of children is to get ski
facility in The Lecht ski centre. This is because they want to learn and enjoy it as in other resort
these services are only for adults. Besides that, it is also found that children want high protein
and hot liquid food items. They do not want dished that are difficult to digest. So, as weather is
already harsh as well. Moreover, needs of children is that they want a dispensary as well within
resort so that in case emergency medical services is provided to people. It will be highly useful to
attract more people towards resort. However, it is also evaluated that price of facilities provided
must be average so that all children are able to utilise ski services in The Lecht ski centre. This
will fulfil their needs as well. In addition to that children need is that they want free transport
services within resort. As they do not having enough stamina to walk in snow. Hence, resort
should cable car or some other transport services for them to visit resort. Along with it,
accommodation and other basic services needs to be provided by resort so that their needs are
fulfilled. The children said that resort need to provide discounts and offers to people. It will help
in generating more sales and revenue and retaining customers. However, children needs are that
resort should provide some benefits as well to loyal customers. They can give membership cards,
extra meal, etc. other than this, there must be some other winter sports activity done as well. It
will allow children to play and keep their interest in resort (Uddin, 2019).
Hence, these are needs of children in The Lecht ski centre. The management of resort
needs to develop plan to fulfil needs. Through this way, target market can be attracted. Apart
from it, by determining needs a proper business plan can be developed that contain package
through which needs are fulfilled.
P5 Propose a business plan for a resort package based on the findings of market research and
findings
Executive Summary
Business plan is a document that contains strategies for business that ABC resort can
implement in resort. It is important that organisation determine their strategies in advance in

order to ensure effectiveness of business and cause its success. Following is a business plan for a
resort package that involve objectives for the business and situational analysis and marketing
mix strategies and monitoring and controlling of business.
Objectives
 Increase profit margin by 20% by 2021-2022
 Increasing repeat customers by 30% by end 2021-2022
 Increasing market share by 10% by end of 2021-2022
 Reducing cost of operations by 5% in 2020-2021
Situational Analysis
This is an analysis that involves identifying and understanding situation of the business
internally and externally (Tubtimcharoon, 2019). In its internal analysis it involves identifying
and understanding strengths and weaknesses and in its external factors it involves opportunities
and threats. Situation analysis of ABC resort involves-
Strength
 Strength of ABC resort involves an effective combination of different services in a resort.
 Strengths of this resort is effective brand image and customer satisfaction.
 Effective and efficient workforce
 Effective infrastructure
Weaknesses
 High cost of manpower
 Ineffective marketing practices
 Limited scope for expansion
Opportunities
 Increasing customers expenditure for hospitality services
 Online channels increasing opportunity for customers
 Changing consumer trends in hospitality organisation
Threats

 Recession
 Increasing competition in hospitality industry
 Rapid changes in consumer trends
Marketing mix
Product
Product of ABC resort involves accommodation, food and beverages, and specifically as it is a
resort it provide services of water sport, spa, swimming pool (Wu and Li, 2018). Resort aims at
creating a package that customer can get best of their holiday and vacation. Services of this
resort are aimed at providing holistic experiences and also ensure that different segment of
customers can be satisfied.
Place
ABC resort is located at a very attractive location and this allows customers to explore local
attraction along with enjoying services of resorts. Concerned with distribution of services, it can
be done directly and through third parties like travel agents and tour planners
Price
Price strategy of resort is value based price strategy in which price of hospitality services is
based on perceived value by customers. This gets affected by cost and competition of the resort.
Price strategy plays a very important role in attracting customers towards resort.
Promotion
Promotion is concerned with practices through which resort attract customers towards buying
their services. Promotion strategy of resort is mainly based on advertisement in newspaper and
digital marketing practices (Wu and Li, 2018). In its digital marketing ABC resort can utilise
social media, and digital media. Other than this, website of ABC resort is also important for
promoting resort. Concerned with promotion resource also utilises different sales promotion
strategy, like discounts and offering advanced services of resort.
Monitoring and evaluation
Monitoring and controlling involves ensuing that business plan developed and
implemented by the resort is performing well. Strategies for monitoring performance of business

involve observation, interview of people involved in business plan and this also involve periodic
review of plan in context of unpredicted changes.
Evaluation involves identifying performance of business plan against set standards and
objectives of the business plan (Matsiliza, 2018). Effective and planned achievement of
objectives outlines that plan and its implementation are successful but through this evaluation
ABC resort can also identify difference in standard and actual performance and this further help
in identifying reason behind the difference and how this difference can be removed. Measures to
evaluate success of business plan and its implementation involves-
KPI- KPI refers to key performance indicators and through this ABC resort can identify and
evaluate success of the plan and its implementation.
ROI- This is another measure for evaluation of the plan. This is concerned with return on
investment and resort has made investment in creation and implementation of the plan and
through which resort can identify and evaluate return generated by business plan.
LO4
P6 Different sustainable approaches, practices and initiatives implemented by
Resorts are considering several sustainable approaches that are aimed at sustainability of
the resorts’ performance, and long term sustainable growth of resort. Few of these approaches,
practices include-
Energy conservation
Energy conservation involves conservation of energy by means of reducing use of energy
in operations of ABC resorts (Reid, Johnston and Patiar, 2017). Every operation of resort
involves utilisation of energy whether it is lighting systems, kitchen equipments every function
involves energy. In this company can also use alternative sources of energy like solar energy and
ensuring that guests have effective experience while working. Energy causes several negative
effects on environment and this is why it is important that organisations consider use of energy
effectively and efficiently. Energy conservation not only is limited to reduction of use but also
utilisation of ways to use right sources of energy.

Water conservation
This is another initiative that has been taken by ABC resort. This approach and practice
involves conservation of water within guests’ rooms, laundries, kitchens, pools and in other
operations of resort. Resort has implemented different practices that reduce use of water. Resort
also encourages customers to use less water and in this efforts also involve encouraging efforts
range from the linen and towel reuse program (Peyrache-Gadeau, Rutter and Bélicard, 2017).
Through this water utilisation in resort will be reduced. Water has become an important element
for consideration and this is why organisations are emphasizing on conservation of waste. This
involve eliminating activities that involve use of water and that can be reduced without causing
any trouble to customers and ensuring their satisfaction.
Recycling and Waste Reduction
This is another initiative taken by ABC resorts in which it take active participation in
recycling and reduction in waste of the organisation. Recycling involves programs for recycling
newspaper and beverage containers. ABC resort also involves reduction of paper and plastic
waste and other disposables within resort. Waste reduction and recycling involves creating
composite and implement food waste composite programs. Through this program ABC resort
can make effective contribution in reducing negative impact of organisational activities on
environment. Waste reduction involves reducing waste of resorts and this mainly is because of
efficient utilisation of resources of resorts.
Supporting local and sustainable business
This is another initiative that has been taken by ABC Resorts in which ABC resort
promotes and support local and sustainable business. This means that local businesses are
promoted to customers of resort that they contribute in growth of the local businesses and utilise
their services (Scheyvens and Laeis, 2019). Sustainable businesses are those businesses that are
sustainable and are friendly for environment and resort promote such businesses to guests at
resort.

CONCLUSION
On the basis of above discussion, it can be concluded that there are several types of
resorts and every type of resort and every resort involves certain specific feature that are
specifically associated with that only resort. These types of resorts also involve potential issues
and challenges based on their specific nature and type. This report also discussed about
differences in operational requirements of specialist areas and potential issues while managing
different areas. Report further discussed about different packages of resorts and their
contribution and achieving overall sales objectives. Further this report discussed and involves
market research of a resort and based on market research business plan for resort package was
developed. Lastly report discussed about sustainable approaches and initiatives taken by resort.

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