Tourist Resort Management: Types, Challenges, and Solutions

This document discusses the different types of resorts, their key features, and the potential issues and challenges in managing them. It explores the operational requirements of specialist areas and provides recommendations to minimize risks. The document also covers various resort packages and how they fulfill overall sales objectives. Additionally, it includes market research to determine the needs of the target market and create a business plan based on the findings. Lastly, it discusses different sustainable approaches and initiatives implemented by resort hotels.

Tourist resort management

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Different types of resorts, their key features; and the potential issues and challenges of
managing them............................................................................................................................3
Differences in operational requirements of specialist areas, and the potential issues in
managing the different specialist areas, for a range of resorts....................................................5
Range of resorts...........................................................................................................................5
Specialist areas............................................................................................................................5
Operational requirements ...........................................................................................................5
Potential issues............................................................................................................................5
Recommendations for the steps and the solutions required to minimise risks...........................6
ACTIVITY 2....................................................................................................................................6
Different types of resort packages and how they fulfil overall sales objectives.........................6
ACTIVITY 3....................................................................................................................................8
Market research into the specific location of your resort is located and determine the needs of
a chosen target market.................................................................................................................8
Business plan for a resort package based on the findings of market research............................9
ACTIVITY 4..................................................................................................................................10
Different sustainable approaches, practices and initiatives implemented by your resort hotel 10
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Resort management is part of hospitality industry by way of couple of services are
provided to the tourist to the guests when they visit within a same premises. Within a resort or a
hotel different types of managers works together so that they can offer different services to the
customers efficiently such as food and beverages, maintenance and activities departments etc.
Resorts operate on different level on the basis of which they are categorised into different
categories and in which general mangers are made responsible for looking after various activities
that are to be offered to the customers (Mulder, 2017). In this report various resort management
related concepts are discussed top facilitate Bowood Hotel, spa, and golf resort. It is a luxury
resort in UK that has been offering various services but for managing the level of competition it
is crucial for the organisation to develop better understanding of the related concept. The report
includes different types of resorts along with various operational requirements and different
types of resort packages. Apart from this, market research for the location of the resort is
included with business plan and different sustainable approaches, practices and initiatives.
ACTIVITY 1
Different types of resorts, their key features; and the potential issues and challenges of managing
them
A resort can be defined as a commercial establishment that aims to provide various
services under one roof to the customers due to which gradually its requirement has been
increasing within major cities and the destinations (Weaver, 2017). Different types of resorts
along with their features are given below:
On the basis of location:
 Beach resorts: These are the resorts which are located on the beach side and the services
related to the resort includes various adventurous activities such as paragliding, scuba
diving, jet skiing etc. along with various other related services. The guest can easily be
attracted towards them with the features such as to take a dip in the sea any time, frolic in
the sand, dining options on the beaches etc.
 Island resorts: these are resort which are located on the island covered from the sea from
all the sides due to which various activities that are offered within them includes scuba
diving, spelunking along with other recreational activities. But these resort operate on

seasonal basis due to which they i.e., when the sea is pouring (World Health
Organization, 2016) .
On the basis of Cost:
 Economy Resorts: These are the resort in which the activities are provided considering
their cost as it can make the services unaffordable for the all. In these resort those
services are provided which are basic for the resorts that can commonly be shared by
everyone. Such resort are preferred by those who look for value at economic prices.
 Luxury Resorts: These are the resort in which all those services are offered as per the
requirement of the guest. The aim of these resorts is to provide greater value with all the
amenities and options of entertainment as well as activities for which they charges high
prices from them. It also offers personalised services to the guest, bottle of wine, spa
credits etc. so that their level of experience can be improved.
Potential issues and challenges of managing the resorts:
The resort managers faced various issues and challenges while managing them that can
arise due to various changes in the technological factors and taste & preference of the customers
etc. Various such issues and challenges includes:
 Changing the expectations of the customers: the managers of the hotels and resort have
to manage the changing needs of the customers due to which they have to manage the
changes within the organisation on frequent basis that has impact on their operations and
the level of competence of the employees (Boella, and Goss-Turner, 2019).
 Maintenance and Renovation: As per the changing technology the hotels and resorts
has to bring change in their operations as well as the infrastructure by significant level of
renovation in them so that they can ensure their amenities up-to-date and up to the
standards.
 Leadership: With the changes to be incorporated the leaders within the organisation
faces issues as they have to make the employees understand regarding the opportunities
that they will have from the change. Along with this they have to provide various
trainings etc. so that their competence can be improved.

Differences in operational requirements of specialist areas, and the potential issues in managing
the different specialist areas, for a range of resorts
For efficiently developing an understanding of various operational requirement of different range
of resorts along with their potential issues are given below:
Range of resorts Specialist areas Operational requirements Potential issues
Beach resorts Water activities The operational acquirement
of beach resorts is that they
must organise the activities
in such a manner that the
safety of the customers can
be improved. They have to
offer activities in such a
manner that the attraction of
the guest can be maintained
with the activities (Pirani and
Arafat, 2016) .
The issues that they have
to face is related with the
weather and climate due to
which the activities can be
organised.
Island resorts Recreational
activities
The island resorts have to
organise various water sports
and the recreational activities
in such a manner that they
can easily make their
customer feel the ambience
of covered with water.
They are also affected by
the sea waves and weather
condition due to which
they have to plan for
various measures that can
be used by in case of
changes in the weather
conditions.
Economy Resorts Employee
management
These resorts aims to offers
such services with the help
of which they can render
better services in economic
prices and for this they need
to ensure that their
The lack of competence
among the employees as
well as their acceptance of
the changes has impact on
the quality of the services
offered and on the overall

employees perform
efficiently.
operations.
Luxury Resorts Infrastructure and
ambience
The maintenance of the
resort and significant
renovation as per the changes
is crucial for the organisation
as with the help of this they
can ensure better and
customised services in such a
manner that the value
provided to them is as per the
prices of the services.
The challenges and issues
that they faces is related
with the quality of the
services so that better
values can be offered
(Lopes, 2016).
Recommendations for the steps and the solutions required to minimise risks
For minimising the risk associated with the resorts various steps must be considered so
that the risk can be managed such as:
 Avoidance of the consequences in case they have unwanted negative impact on the
operations so that such impact can be minimised.
 Various risk mitigation strategies must be developed so that they can reduce the adverse
impact of the risk on the operations.
ACTIVITY 2
Different types of resort packages and how they fulfil overall sales objectives
With the help of various resort packages the management of the resort can efficiently take
competitive advantage over their competitors as with the help of this they can ensure that various
activities can be offered by clubbing them in a specific rate (Bendell, 2017). Different types of
resort packages includes:
 Premium packages: Such package includes various activities that can offer maximum
value to the customers such as drinking areas, swimming pools, fun zone, food with a
wide variety and options of cuisine within the package and such packages are offered on
the premium prices as the infrastructure in which they are provided is luxurious. As they

are offered on premium prices due to this the sales of each package ensure better
profitability of the resort due to which the marketing people within the resort either
directly target the people with such affordability or their existing customers. Also to
ensure the profitability they offer additional services for which they can charge more
prices and they includes customisation of the services that are offered to them in context
of the decoration of the room as per the occasion, availability of the extra bedding, to
and fro services of the guests etc. For example: Bowood hotel, spa and golf resort is a
luxury resort that has been offering various packages with activities such as golf area,
spa facilities, decorated room and suites, spacious bathrooms, lounge for drinks and
restaurant so that private space can be provided to the customers etc. and with all such
services the customers can easily be attracted towards with which the profitability can
be ensured (Broman and Robèrt, 2017).
 Economic packages: The economic packages includes basic activities that the
customers are offered within the affordable prices in such a manner that their level of
satisfaction can be improved in the prices expected by them. These packages includes
the accommodation facilities, meals that can be restricted to only breakfast and dinner or
it can be just the tea and snacks etc. These packages ensure that the customers can be
offered values as per the prices and are affordable to each and every category of people.
The sales of such packages are easy for the hotels as most of the people can afford it and
thus it ensure the profitability of the organisation because they organises activities
collectively due to which their cost reduces and profitability enhances. For example:
Parkstone is a UK based resort that offers various economic packages includes all the
basic activities such as accommodation, meals, fun activities to be performed within the
resorts by the children, small swimming pool as well. With the help of this they can
easily ensure their sales and profitability as within economic prices people can
frequently take such packages for fun and refreshment (Brondoni, 2017).
With the help of these packages of the resort they can ensure sale of various activities
which may not be availed by the guests individually without the package. Due to this it can
ensured that all the activities and services that are offered are provided to the customers through
packages.

ACTIVITY 3
Market research into the specific location of your resort is located and determine the needs of a
chosen target market
For identifying the market for the organisation they have to cater is identified with the
help of market research as it enables them to determine the needs and wants of the market and
the changing preferences of the people within the group as accordingly they can make changes
within their services in such a manner that the guest can be offered better values.
Bowood hotel, spa and golf resort: It is one of the luxury resort which is located in the
heart of stunning Bowood estate. The hotel is considered to be a boutique style hotel in which all
the rooms are decorated efficiently in such a manner that customer feels comfortable. They have
award winning spa that offer infinity swimming pool, gym, rock sauna, crystal stream room
along with rooms for therapy. It is famous among the golfers as they have sufficient space for the
game which is not ordinarily available at any other place (Mustapha and Awang, 2018) .
Needs of the customers within the target market: The Bowood hotel, spa and golf
resort is a luxury resort due to which the prices of the resort are high and this leads them to
determine the need of the people who has the capacity to pay higher prices. The target market of
the resort is the high profile people and it is famous among them for its luxurious services. In
addition to this they have been consistently adopted various innovation within their services due
to which they could easily enhance the value to the customers. The resort is famous in entire
England which is located in Wiltshire which is in the south west England. In addition to the
services they also organises various other programs such as weddings, conferences etc. as they
have large space within their parkland which is preferred by the guests for their walk.
 Targeting family and couples: The target market of the hotel and resort includes the
families as it is a perfect place for them to visit with, business travellers as the place has
peace that can facilitate them to keep them calm and make them feel light in the healthy
environment. Along with this their target market includes the golfers as the space for the
golf within the resort is large. Also the people with the preference of spa that too of better
quality are the targetted customers of the company (Wise and Harris, 2017).
 Meeting customer requirement: As the target market of the Bowood hotel, spa and golf
resort are people with better income due to which their requirement in context of better
quality of the services such as better and fresh food as per the taste and preference of the

customers. In addition to this the customer now expect some activities to be organised by
the resort so that they can enhance their level of satisfaction. In addition to this with the
changing preferences the customers now prefers to attend various cultural program.
Business plan for a resort package based on the findings of market research
On the basis of the identified needs of the target market the business plan is formulated so
that the Bowood hotel, spa and golf resort can ensure that they can satisfy the needs and wants
of the customers (Amirudin, Nawawi and Salin, 2017).
Objective: The objectives of the Bowood hotel, spa and golf resort is to enhance the
level of satisfaction of the customers in context of various activities and cultural programme so
that they can ensure the improved level of customer satisfaction. Also due to better open space
various cultural events can be organised as the people from high profile families are interested in
cultural activities.
Strategy Formulation: It is crucial for the Bowood hotel, spa and golf resort to develop
various strategies as with the help of this they can determine various needs that they have to
undertake it includes the following:
STP strategy:
Segmentation: The segmentation will be done for the package on the basis of
behavioural pattern of the customers along with their ability to pay.
Targeting: Out of all the segments and overall target market of the Bowood hotel, spa
and golf resort, they will be target the people resides with their families and are highly interested
in cultural activities. With the help of this they can ensure that the efforts of the marketing people
are in the same context as are required.
Positioning: They can position their packages through various promotion channels such
as social media platform, direct marketing and through personal relations with the existing
customers.
Services to be includes: On the basis of the taste and preference of the customer the
services that are to be included within the package includes accommodating, better quality of the
food, easy access to the spa and the golf area, to attend the cultural activities to be organised by
the resort, permission to utilise the open space for rest and other activities as per their taste which
can be customised for the target market.

Prices of the Package: The pricing of the packages will be done by the Bowood hotel,
spa and golf resort on the basis of the total cost that they will be incurring for offering various
services along with the cost of organising cultural events and programs for the clients.
Budgeting for the plan: The budgeting of the plan will be done on the basis of
availability of the funds and to reduce it they can employee the team that can organise events for
them. On the basis of such determination of the funds they can identify the revenues that they
will earn as they will price the packages on the basis of total cost of the organisation (Kantola,
Nazir and Barath, 2018).
ACTIVITY 4
Different sustainable approaches, practices and initiatives implemented by your resort hotel
The hotel and the resorts need to take into consideration the impact of various operations
of the organisation on environment as with the help of this they can minimise such impact and
can improve the image of the organisation. Various sustainable approaches, practices and
initiatives that are implemented by Bowood hotel, spa and golf resort includes:
 Installation of the energy saving techniques: Various electronic gadgets are used
within the Bowood hotel, spa and golf resort due to which their energy consumption
increases and to manage it as well as its impact they have installed various automated
energy system due to which sustainability can be ensured. In addition to this they have
been focusing upon the energy efficient technologies such as various appliances like
heating and cooling system, lighting and other appliances etc.
 Plantation within the premises: To provide various outdoor offerings to the customers
the Bowood hotel, spa and golf resort ensure that they have more and more plants and
due to this their parkland with a large green area allows their guest to walk in it and spend
time in the open environment. Also this enables them to reduce the carbon footprints and
in growing various organic vegetables and fruits so that they better and healthy food can
be offered to the guests (Ahn and Back, 2018).
 Waste management: With the help of this practice the Bowood hotel, spa and golf resort
they ensure that the waste that is generated within the resort is managed well in such a
manner that burden on the environment does not increase. Also they have been focussing

upon recycling of various waste through waste composting programs as 40 to 50 % of the
waste is diverted to landfills.
CONCLUSION
It is concluded from the above report that the hospitality organisation has to take into
consideration the impact of changes taking place in the needs and wants of the customers so that
they can modify their services in such a manner that their level of satisfaction can be improved.
For this they have to analyse the competitors and the target market and accordingly they can
develop various packages so that they can accomplish the objectives of the organisation through
better sales and can ensure their profitability.

REFERENCES
Books and Journals
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study. International Journal of Hospitality Management. 69. pp.94-101.
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
(MAR).16(1), pp.55-74.
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Routledge.
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industry: A guide to best practice. Routledge.
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development. Journal of Cleaner Production. 140, pp.17-31.
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Routledge.
Mustapha, M. and Awang, K.W., 2018. Sustainability of a beach resort: a case study.
International Journal of Engineering & Technology. 7(2.29), pp.210-214.
Pirani, S.I. and Arafat, H.A., 2016. Reduction of food waste generation in the hospitality
industry. Journal of Cleaner Production. 132, pp.129-145.
Weaver, P., and et. al., 2017. Sustainable technology development. Routledge.
Wise, N. and Harris, J. eds., 2017. Sport, events, tourism and regeneration. Taylor & Francis.
World Health Organization, 2016. World health statistics 2016: monitoring health for the SDGs
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