Tourist Resort Management

Tourist Resort
Management
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Different types of resorts and management of those resorts.......................................................3
Differences in operational requirement for management of resorts in special areas .................4
TASK 2............................................................................................................................................6
Resort packages and ways in which they fulfil sales objectives.................................................6
TASK 3............................................................................................................................................7
Market specific location and decontamination of needs to target the market.............................7
A business plan for resort package..............................................................................................8
TASK 4............................................................................................................................................9
Sustainable approaches, initiatives and practices implemented by resort...................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
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INTRODUCTION
A resort refers to a self contained commercial establishment which helps to provide the
tourists with various facilities such as lodging, food, drinks, entertainment, shopping and sports
on their premises. For the following report various tourist destinations that are connected to
resorts providing various facilities to tourists are taken into consideration. Carden Park Hotel,
Golf resort is situated in Tilston, United Kingdom which majorly focuses on those consumers
who have a great passion of playing golf (BENEDETTO, CARBONI and CORINTO, 2019).
There are a number of other facilities at this resort which provides a luxurious stay to their
consumers. The report consists of various issues and challenges that are faced in operations and
management of resorts that are located in different areas. Along with it at the end a business plan
according to a resort package is also described.
TASK 1
Different types of resorts and management of those resorts
There are a number of different types of resort that can be distinguished based on their
locations or the services provided by them. Below mentioned are the types of resort:
Beach Resort: These are including all those resorts which are located in the coastal areas
or near beaches. Various facilities that are provided in these resorts can include water related
activities along with various beautiful views for their guests.
Island resort: Island resorts are those present on isolated islands to provide their guests
with a chance to get away from daily hassle and spend some time with nature. People usually
take long vacations to the island resorts where they can spend their time in these luxurious
premises.
Golf Resort: This is meant for the individuals that are passionate about their game of
golf. A Golf course is available at the resort that helps the enthusiast players to spend their time
in such places. They also provide luxurious stay to make the experience better.
Spa Resort: Spa resorts are the resorts that have exquisite amenities related to spa
(Evstratova and et. al., 2019). These are attracting women throughout the world who need time
to relax from their daily lives and take certain beauty therapies.
Challenges in maintenance of resorts:
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Changing customers perceptions:The changing needs and demands of consumers is
necessary for the resorts to consider as they cannot survive in market without fulfilling the needs
and demands of consumers. The changing external environment is leading to a number of
changes in consumer perception which is leading to various issues for resorts.
Maintenance: It is necessary for resorts to focus on maintenance of their premises. They
also need to renovate their interiors in order to be up to date with competition. It requires huge
expenditure and is a issue for resorts.
Staff training: It is necessary for resorts to train their employees regularly so that they
can provide consumers with best customer service. It is a great issue as training and development
programs require huge time and efforts.
Introduction of new technologies: Introduction of new technologies in hospitality sector
is leading to create issues for resorts as they need to invest in technologies. Along with this they
also require to invest on employee training which an essential part of every new technology
introduced is.
Health and safety issues: In present scenario due to the pandemic of COVID-19 health
and safety issues is one of the major concern of resorts. It is necessary for resorts to make sure
that they are successfully providing a safe and healthy environment to all their guest in order to
continue their operations in this condition.
Global warming impact: Climatic changes are a result of global warming. Due to this a
number of resorts such as Island resorts and beach resorts are facing climatic issues when they
serve their consumers in high demand seasons.
Human resource related issues: It is often seen that employees in an organisation
required to train from time to time. Resorts need to make sure that they are developing various
training and development strategies to train their employs according to the changing needs and
preferences of consumers.
Competition: Competition in hospitality industry is increasing rapidly. Resorts have to
face challenge from hotels as well as other hospitality organisations. It is necessary for them to
strategies well in order to make sure that they are providing services which are better than their
competitors and do not lose loyal consumers to their competitors.
Ways in which organisations can deal with these issues
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Corporate social responsibility: In order to deal with the issues which are arising due to
climatic changes and global warming it is required by resorts to make sure that they are fulfilling
their responsibility towards the environment. Waste management, management of the pollutants
that are released by them in the environment and developing green areas is one of the major step
that will help them to successfully deal with these issues.
Training and development: It is also required by them to develop various training and
development programmes for their employees which will help them to deal with a number of
problems such as changing needs and preferences of consumers, providing a competitive edge to
the organisation and also manage the health and safety issues within the organisation.
Differences in operational requirement for management of resorts in special areas
Various range in resorts Operational requirements Potential issues
Training of staff members It is necessary to make sure
that all the employees in the
resort are trained in such a way
that they can effectively
provide all the required
services to their guests. They
have to be good in query
management which will help
them to effectively solve any
problem that is faced by guests
while their stay in the hotel. It
is also important for them to
make sure that all the
technologies introduced in
resort can be managed by
employees for which they
require training.
One of the major issue arising
while training is the cost that is
incurred by organisation on
training of staff (Dunets,
Zhogova and Akimov, 2019).
Along with it the requirement
for scheduling and mentoring
of sessions is also required.
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Organization of bookings
It is necessary that the booking
sin resort is managed
effectively at the resort. This
can be done through
telephones, e-booking portals,
companies website and so on.
It is necessary that the staff
handling booking are working
together to satisfy customers
as per their requirements.
The fluctuating prices of
rooms and suites available at a
resort are potential issues
while booking. It is often seen
that due to non- availability of
rooms the issues in booking
may arise. It is necessary to
handle customers and always
offer them with the best option
available in order to avoid any
issue arising while booking.
Maintenance of a brand
image Establishment of brand image
of resort is also included in
operational management of the
resort. The overall quality of
the operations will help in
establishing the brand image
of resort in market. This will
also be related to the
satisfaction that is achieved by
consumers and guests of resort
(Lopes, and et.al., 2019).
A number of issues can arise
while setting a brand image for
the organisation. This can be
competitors in the market who
are providing better services
than that of the resort. It is
necessary to face competition
in order to enhance their brand
image and value.
Having a competitive
advantage
It is necessary for all the
organisations that are working
in today's environment to
generate a competitive
advantage over their
competitors. It will help them
A number of issues are faced
by companies while they are
looking to achieve a
competitive advantage in
market. They have to face a lot
of competition along with it
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to effectively stay in the
market for a longer period of
time fulfilling all the needs and
requirements of their
consumers. In order to achieve
this they need to train their
staff, provide various
beneficial facilities, draw out
differentiation in services
offered by them and improve
their premises in order to
attract and influence potential
consumers.
the company is also required to
invest financially in order to
make sure that they are
standing out in competition.
Generating such huge funds
can be a difficult task for the
resort. Training of employees
and maintenance of the
premises is also a potential
issue to achieve competitive
advantage.
TASK 2
Resort packages and ways in which they fulfil sales objectives
Every resort is dividing their services into various parts these includes different types of
packages that are developed according to different needs and requirements of the services by the
consumers. The prices of these are also varying depending upon the requirements of the
consumers. The basic division of packages in resorts are mentioned below;
Premium package: It is the most desirable package that is in the most demand. The
charges for these package are also high when compared to others. All the luxurious amenities
and facilities are effectively added up in this package. The services under this are often unlimited
which means that the guests using this package do not have any limitations for usage the services
while their stay at the resort (Aguilera and et. al., 2019). These are the services that provide most
satisfaction. All the different facilities of spa, restaurants,personal butler, travelling and
conveyance facilities are included in this package. A luxurious vacation can be enjoyed by the
consumers those are choosing to go to a resort with a premium package.
Moderate Package: The services that are included in the moderate package are generally
less than that of a premium package. It is built for those people who do not have high income and
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are planning their trips from savings and want it to be budgeted. In order to do so they have to
compromise with some of the services at the resort. However all the basic facilities such as
lodging and food are included along with some recreational activities and other luxury services
but all of them are limited. However if a guest under a moderate package wants to take
advantage of some more services they can pay extra for those services while their stay.
Economic Package: This is a very basic package which only includes the stay and food
for the guest. Any other service at resort is not included in this package. The guests who are
taking this package are free to take the trip of premises while their stay but in case they want to
use any extra services they are required to pay for it (Retama and et. al., 2019). This is a basic
package that is introduced by resorts to approach the customers of low income group.
The above mentioned packages are basically available at every resort however there can
be some difference as per the services available at resorts. These packages are effectively helping
resorts to target the customers from different income level groups.
TASK 3
Market specific location and decontamination of needs to target the market
Different types of market research available to understand your consumer needs
Various types of market research is been conducted by management of an organisation in
order to maintain it's brand image and also allows a firm to make effective decisions towards it's
growth. Market research conducted by Carden park hotels are:
 Campaign effectiveness: It focus on researching on a part that advertisement done by an
organisation is reaching to right target people in marketplace. Contributing towards
effective utilisation of financial resources of the company.
 Competitive Analysis: It helps in analysing key strengths and weakness of company's
competitors and also provides with alternatives strategies of how to tackle with them.
Techniques, methods or tools used to collect information about consumer needs and
preferences
In order to gather information about customer needs and wants in marketplace, higher
authorities of Carden park hotels, out of all the tools, have concentrated on primary tools which
is questionnaire. In this tool the marketers prepare a written format of fixed questions asking
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about all necessary questions related to quality of product or services being delivered to it's
customers. It can be oral as well as written. Oral surveys are conducted by asking about the
product quality or it's performance via face to face interactions or by outbond calls. This tool is
helpful in analysing demands of it's customers and also helps in growth of it's quality services.In
a specific location of your selected resort conduct market research using suitable research
methods and tools.
Carden park hotels conducts time to time surveys as a part of research in order to analyse
market demands of it's customers. The marketers of company are guided to use various tools for
conducting market research for evaluation of consumer demand and make necessary changes in
companies product or services, that will ultimately contributes towards brand building and will
increase loyalty of customers towards companies brand.
Tools for competitors analysis
Competitors play an important role in deciding up of policies formed in an organisation.
It becomes important to analyse key strengths and weaknesses of companies competitors to
maintain it's goodwill in a given marketplace. The management of Carden park hotels have
considered Porters five forces to conduct detailed analysis of it's competitors, which helps the
company to overcome fear of substitution of it's product and also helps in boosting up of it's
profits through increasing sales. This analysis conducts brief study on five forces which are;
competitive rivalry, supplier power, buyer power, threat of substitution and threat of new entry.
Carden park Hotel, Golf Resort and Spa: Carden Park Hotel, Golf resort and Spa is
located in Tilston, United Kingdom. The resort provides a number of luxurious facilities along
with Golf Course and Spa. They also have fitness centres and a number of other facilities such as
treatment rooms, swimming pool along with some therapies. They have some basic facilities
such as lodging, food, drinks and entertainment as well.
Needs of target market: The major target market of the resort now are the men that are
interested in Golf and bring along their family to enjoy their sport and then also offer a number
of different facilities to their families including sports, entertainment and spa. They are focusing
on the guests who are looking for luxurious facilities which are required by consumers who have
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high income level. They are also providing facilities of personalising the services and
customizing them according to the needs and requirements of their consumers.
They are focusing on families and trying to fulfil the individual requirement of all the
members including children, women and men (Chilufya, Hughes and Scheyvens, 2019). They
are providing different facilities for all of them. They are also effectively focusing on couples
and trying to make sure that they can provide them with quality time which includes romantic
setup for sinner along with some entertainment, some clubbing facilities for the millennials and
the teenagers various grooming and beauty treatments for the women along with spa. They are
changing their facilities and moulding them as per the requirement of consumers. This will help
them to satisfy their consumers and also meet all their expectations. It is a great way to enhance
their brand image and value effectively.
STP Approach: The segmentation, targeting and positioning of Carden Park Hotel, Golf resort
and Spa are mentioned below:
Segmentation: It refers to the bifurcation of whole market in smaller groups so that it
will be easy for managers to target a particular segment. Here, several methods such as
demographic, psycho-graphic, geographic and behavioural are used by marketers in order to
divide the whole population into smaller segments. It is analysed that Carden Park Hotel
undertakes demographic segmentation as they are targeting meddle age group people. These
people wish to enjoy with their families thus plan holidays at resorts. In addition, they are also
using psycho graphic segmentation by segmenting available population on the basis of income
level. The market is segmented on the basis of age group which will focus on the middle age
people with a family. So that the resort can focus on the men, women and children of family
along with various services provided at their resort (Bourdeau, 2019).
Targeting: In this, a particular group of customers are selected that seems more profitable
in comparison of other segments. Managers need to be careful while selecting target group and
need to give due consideration to different factors such as profit, resources, buying behaviour of
customers and other factors while select a particular segment. In context of Carden Park Hotels,
they target people between the age group of 35 to 50 who are well establish and wish to enjoy
with their families, children. In context of Psycho-graphic factors, they are targeting higher
income group segment of consumers who are able enough to spend higher amount for
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entertainment. Most of the customers are working professionals who wish to enjoy life, play golf
during holidays.
Positioning: It is the last step of STP approach where managers position their products
and services in the mind of target segment. Positioning is the way in which a particular brand is
perceived by customers. It is really essential to have positive positioning in order to sustain at
market place for longer run. Here Carden Park hotel has been positioned itself as a premium
service provider. They are using appropriate marketing research techniques and promotional tool
to promote services at wide level. In order to position their new offering in the market resort will
change their marketing activities. They will be gaining a differential advantage as they provide
shopping facilities at their premises which is not usually present at every resort.
Design and develop a resort package
Carden Park Hotels services
 Food and Beverages
 Spa or Wellness Centre
 Swimming Pool( Indoor & outdoor)
 Free Wi-Fi
 Kids' club
Unique selling proposition ( USP)
 Different type of foods such as Spanish,
Italian and Mexican
 Customisation of room as per the
requirement of guest
 Gym and extra Wellness Facilities Complimentary services
Pricing
 For 7 days package- 1200 $
 For 5 days package-1000 $
 For 3 days package-600 $
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The above package will help organisation to meet convey its unique selling proposition to
customers that is essential to attract more number of customers. It will further help managers to
get higher competitive edge that is crucial to sustain at market place for longer run.
Contribution of brand image of resort towards product developments
Brand image refers to the perception of customers towards a particular brand. It is
essential to maintain positive image of brand at market place in order to attract more number of
visitors. With positive brand image organisation can easily come with an new product and
service and also get acceptability from customers. In context of Carden Park Hotels, it is
analysed that it ids consider as a well established brand which provides quality services to
visitors. So, it is quiet easy for company to introduce new services and sustain at market place
for longer run.
Different Budgeting requirement
It is anticipated that Carden Park Hotel will require 11000 pounds to undertake different
activities associated with budget. There are several resources can be used by organisation for this
purpose that are given as under:
Bank loan: Here, organisation need to pay certain amount of interest on the money
borrowed from banks. Thy are also required to return amount at predefined time. It is analysed
that Banks check all the documents and fulfil legal responsibility before granting loan.
Equity investment: In this amount is invested in shares of company that provides return in
terms of dividend.
Business Plan:
Executive
Summary
Carden Park Hotels is a resort that is renowned for Golf facilities within
UK. It offers a range of services such as SPA, wellness facilities, kid's club
and more. Target group of organisation is middle age group people who are
willing to pay extra amount for better services.
Vision, mission
and aim
Vision: The vision of resort is “To provide quality services to customers in
order to get higher competitive advantage”.
Mission: Here, mission of Carden Park Hotels is “To improve market
position by providing unique as well as luxurious facilities to customers”.
Aim: The main aim of Carden Park Hotel is to increase in sales and profit
margin of organisation by providing quality services to customers in
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market.
Objectives:
 To enhance profit margin by 10 % by 2023.
 To increase 20 % market share through expansion of operations by
2024.
 To provide innovation as well as unique services to customers to get
an edge over other competitors at market place.
Pricing strategy The pricing strategy that company will be using involves value based
pricing. In value based pricing method resorts will be charging to their
customers based upon the value and satisfaction their customer is gaining
from the services that are provided by them. Also they will make
contractual agreements with the shops at the mini mall that will be
beneficial for both the sellers and resort.
Marketing
strategy
Product: Here, Carden Park Hotels provides several services such as food
& beverages, Spa, Wellness facilities, customised room and more in order
to meet with the needs of customers.
Price: In this, organisation uses value based pricing to earn adequate profit
margin.
Place: It is analysed that resort is located at prime location of UK that also
provide an edge to organisation over other competitors.
Promotion: Here, company uses several traditional as well as online
approaches to promote product and services at wide level.
People: It is monitored that managers hire those person who are capable
and competent enough to undertake different business task in an efficient
manner.
Physical equipment: There are ample of physical evidence such as staff
members, ambiance, interior are being utilised by organisation with an aim
to attract more number of visitors.
Process: It is using efficient process of distribution, logistic as well as
conversion to attain predefined business goals.
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STP analysis Segmenting: Managers of Carden Park Hotle are using demographic and
psycho-graphic segmentation to divide the whole population into smaller
segments so that they will be able to make effective use of available
resources.
Targeting: Here, organisation is targeting to middle age group of people
who fall under premium category and wish to enjoy life with their families.
Positioning: It has been positioned among target segment as an
organisation that provides quality as well as unique services such as
customised rooms, foods and beverages, wellness facilities and more.
Resources It refers to the tools whether tangible or intangible that are required by an
organisation to meet with predefined goals and objectives. There are
different resources such as capital, human resources, equipment are used by
company in order to attain predefined objectives.
Budget and Cash
flow
Basis Amount
Marketing and promotion 3000
Website & SEO expenses 2500
Operational charges 3500
Repairing & Maintenance 1000
Miscellaneous expenses 2500
Total 12500
Time Frame and
expected return
Managers of Carden Park Hotel have been determined a time period of 3
months to attain predefined objectives. Here, they will achieve goals by
undertaking activities according to the prepared business plan.
Controlling and
Monitoring
After the formulation of effective strategy it is necessary by Carden park
Hotels, Golf Resort and Spa to make sure that they are effectively managing
and controlling all the activities in order to deliver the services which are
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mentioned in the package (Silva and Mattos, 2020). It is necessary to
maintain everything according to the planned budget and continuously keep
a mark on budget as well. The resort is also creating a reserve for
contingency which will help them to deal with any deviation in financial
budgets. Along with these they are also making performance management
plan for their employees in order to keep a check on their activities.
TASK 4
Sustainable approaches, initiatives and practices implemented by resort
Principles of sustainable management
Sustainable management refers to keep a control on consumption of limited natural
resources utilised in a business firm to make them available for future generations. Following
are principles of sustainable management:
Conservation of natural resources: It's first and foremost principle is to make use of
limited natural resources of firm in an effective manner in order to extract maximum output from
them and it ensures the availability of them for a longer period of time.
Environmental protection: It lays it's importance in adopting various environment
friendly methods of performing various business activities. It keeps in mind the social
responsibilities of a business firm towards society.
Environmental policies to minimise the environmental impacts
Nowadays most of the business firms are concentrating on core planning with main
motive to maximise firm's profit avoiding there social responsibilities. Carden park hotels have
considered business as well as social responsibilities in it's planning structure. The company
have adopted policy such as 3R's that implements reduce, reuse and recycle of a product or raw
material for it's effective utilisation. The company have also taken initiatives for installing
renewable such as solar and wind that will help an organisation for proper utilisation of resources
and will result in lesser operating cost.
Competitiveness and sustainability
Carden park Hotels is running with a high count of competitors in market. It's
management have to keep in mind various factors while formulating business plans and policies.
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One of it's biggest competitors is Marks and Spencer, it is framed as the biggest rival for Carden
park hotels as it offers same product and services in marketplace. However, it can be said that
due to availability of good financial resources Carden park hotels is ready to give a strong
competition to it's rivals.
Corporate social responsibility
It is a model used which helps an organisation to increase it's social responsibilities
towards society. In broader sense it refers to a model which tells about business responsibilities
which can benefit society. The team of Carden park hotels has included social responsibilities in
it's planning structure. For a business organisation it becomes duty to fulfils it's society needs
which also helps in establishment of goodwill and also increases loyalty of it's customers
towards the company product or service.
Sustainable approaches refers to all those approaches and steps that will be taken by the
resort in order to make sure that they can survive in the competitive market for a longer period of
time. Some of the approaches for sustainable growth that can be initiated and implemented by
Carden Resorts are mentioned below:
Waste management: In order to effectively manage the wastes that is generated by at the
resort, management have made plans to decompose it in the best way possible. They can
effectively keep two different bins for the waste that decomposes and the waste that are to be
recycled. They are collecting all the plastic and glass wastes and sending them to the places
where they can be recycled and brought to use. In case of the decomposing waste they are also
using them in their gardens as manure. It is a great way for resort to reduce the wastes they are
letting out in environment.
Energy saving:This is an effective system that can be used by resort in order to make
sure that the energy that they are using is coming from a source that does not have any negative
effect on the environment (Robaki and et. al., 2020). They can use solar panels for their
electricity generation. This is a great way for sustainable development which will in return also
help organisation to improve their brand image in the society.
Organic farming:The resort can also start their own farming of vegetables and fruits in
the lands that are available near their premises. They can use these production in their restaurants
as they provide food to their guests. It is a great way to encourage healthy living and healthy
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eating. The guest will also trust the services of food that is provided by the resort when they
come to know about the ways in which they are produced.
Dairy Products:There are a number of different dairy products required in the resort on
an everyday basis. Opening a farm near resort will be a great way to produce the dairy products
themselves. The resort will never fall short of any of such product and they can also give their
guests a tour of their farm which will be included in various facilities and activities that are now
provided at the resort (Kataeva and et. al., 2019). The consumers will also then trust the quality
of food specially the daily products as they will be now produced in the premises. It is also a
cost-saving benefit as the transportation cost of getting raw materials will be reduced leading to
low use of transport and low emission of harmful gases from vehicles in the environment.
Methods of food preparation: It is necessary for the resort to set a rule and guideline
required to manage safety and hygiene in their kitchen. This should be effectively followed by all
the staff that is engaged in the kitchen. It will help in improving the quality of food and
beverages that is served to the guests. If the guests are satisfied with the quality of product and
services they will surely revisit and it will help the resort in long term through generating loyal
customers for them.
These are various steps that can be used by Carden Park Hotel, Golf Resort which will
enable them to effectively sustain in the market for a longer period of time. It will also help in
improving the customer satisfaction for consumers and increasing brand loyal customers for
them.
CONCLUSION
With the help of the report above it can be concluded that there are certain categories in
which the resorts can be divided based on their specialities. However, there are a number of
challenges and issues that these resorts have to deal with in order to make sure that these
functions are not affected much. The increase in competition in the hospitality sector is now
making it difficult for the resorts to stay in market. In order to deal with these competition they
are required to bring varied changes in their offerings. It will allow them to effectively deal with
the competition. They are working on various ideas and new offerings that can attract consumers
towards them. There sis a plan in the report that sums up the requirements of the resorts to
effectively focus on all their consumers. They need to breakdown the consumers as per their
targets and then draw various strategies for attracting and providing services which will satisfy
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all these different groups of consumer. In order to stay in the market for a longer period of time it
is required by the resorts to work on various strategies that will enable them to sustainably grow
an develop their business. In this way businesses can effectively increase their offering and attain
all their goals and objectives effectively.
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