Tourist Resort Management

Tourist
Resort
Management
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Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explore the different types of resorts, their key features and potential issues and challenges
of managing them...................................................................................................................3
P2 Discuss the differences in operational requirements of specialist areas and the potential
issues managing the different specialist areas for a range of resorts......................................5
M1 Evaluate different Operational requirements for a range of resorts and their management
strategies to minimise issues and challenges..........................................................................5
TASK 2............................................................................................................................................6
P3 Assess different types of resort packages and how they fulfil overall sales objectives,
providing specific examples...................................................................................................6
M2 Critically evaluate the overall business implications of developing and running a range of
resort packages.......................................................................................................................8
TASK 3............................................................................................................................................9
P4 Conduct market research into a specific resort location and determine the needs of a
chosen target market...............................................................................................................9
P5 Propose a business plan for a resort package based on the findings of market research and
findings.................................................................................................................................10
M3 Critically analyse the needs of customers and create a resort package to maximise
business and profitability......................................................................................................11
TASK 4 .........................................................................................................................................12
P6 Investigate the different sustainable approaches, practices and initiatives implemented by a
chosen resort hotel................................................................................................................12
M4 Evaluate how sustainable approaches, practices and initiatives for a chosen resort enhance
brand value, image and business performance.....................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Tourist resort is self contained commercial formation which tries to provide several
services for tourists who stay their for vacation such as food , lodging, sports, drink, shopping as
well as entertainment facilities within the premises (AKHMEDENOV, 2020). There are several
types of resorts such as beach resort, economy resort, luxury resorts, island resorts, hill station
resorts and many more. The resort which is selected for respective report is Slieve Donard Resort
and Spa which is located in the foot of mountains of Mourne and it is one of the famous beach
resort in UK. This resort have 1801 luxury bedrooms which include executive as well as resort
rooms and they also have six magnificent suites. It is located at Newcastle, United State. Topics
coved in this report are different features of common resorts and main issues incurred in
managing it and it also include different types of resorts and packages and factors related to it.
Along with this it also describe about customer need in particular location and package which
focus on that as well as it also investigate guiding principles for attaining sustainability tourism.
TASK 1
P1 Explore the different types of resorts, their key features and potential issues and challenges of
managing them
There are several types of resorts operating around the world as well as they have
different features and they also experienced potential issues related to management, from which
some are mentioned below:-
 Ski resort - It is considered as those resorts which are based at hilly areas. It is a resort
which is generated developed for skiing, snowboarding and other winter sports.
Respective types of resorts are mainly founded in ski areas like mountainous area along
with pistes as well as ski life system. The key features of respective resorts are near to
famous sight scenes, peace full, serve hot food items, no air conditioner, availability of
winter sports area and many others. In addition to this the main issues or challenge of
managing hill station resort is transportation of food material as these resorts are on the
top so they experienced difficulties in getting material till top. Moreover at respective
location other challenges are related to health and safety regulation because at respective
place people face breathing issues as well as at this place children are generally restricted.
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 Lake resort – It is considered as another popular location of resort, near to the lake. The
advantage of these resort is that these are near to the lake so that tourist can take a dip in
water whenever they want. There are several other activities which a tourist may conduct
at respective place such as jet skiing, scuba diving, paragliding and many more (Alzoubi
and Jaaffar, 2020). The key features of these resorts are they generally offer wide range
of sea food, breach location, and conduct beach activities and so on. Along with this,
there are several issues or challenges which are experienced by respective resorts which
managing their business such as not highly safe for kids, less food availability for those
who not prefer sea food and so on. In respective type of resort health and safety issue are
comparatively low but there are several rules need to follow like Ski resort.
 Golf resort - Golf Resorts is a full help dwelling office that cook explicitly to the game of
golf and gives admittance to a green. Golf Resorts commonly offer golf bundles that
furnish guests with all greens, truck expenses, range balls, facilities and dinners. There is
less rules related to health and safety but their staffs need to professional because they
need to interact with mainly professional or high class people. The challenge related to
respective type of resort is that there is incurred of high maintenance cost as well as
employees need to highly professional and trained.
 Spa resort – It is considered as spas situated at lodgings or resorts for day use by visitors
of the retreat, albeit some hotel spas permit non-visitors to book spa administrations.
Resort spas are more normal than objective spas. The nature of the spa offices, therapies,
and specialists can be very high, especially at extravagance resorts, yet most retreat spas
centre more around spoiling, unwinding, and magnificence therapies than concentrated
prosperity programs intended to cultivate self-improvement. It is most comfortable and
safe place for kids comparative to other resort as here there are professional who also
provide spa related to kids which is effective for them. The staff of respective report are
highly skill and they need to follow health and safety regulation related to spa services.
Challenge of this report is that it maintenance is costly as well as report need to provide
training to all staffs.
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P2 Discuss the differences in operational requirements of specialist areas and the potential issues
managing the different specialist areas for a range of resorts
There are several potential issues or challenges experienced by management of a resorts
which required different operational requirement so that all works will conducted in proper way
for attaining desire goal. Below some of the potential issues are mentioned along with operations
requirement related with range of resorts:-
 High competition – It is one of the most common issues which is experienced by almost
every area resorts while conducting their operations and functions in potential market.
Due to respective issue or challenge a resort try to adopt change by adopting innovative
technology, advance facilities and so on (But, Pulina and Zaytseva, 2020). This will
directly enhance their budget. In order to overcome this issue there are several
operational required such as in respect of economy resort they need to offer more services
like others resorts in order to be competitive in market.
 Safety and security issues – It is another major challenge which is experienced by a
person while conducting their business in resort sector. Moreover, it is mainly take place
at the beach resort as in that kids may so near to the deep beaches or pool which is
dangerous for them. In respect of this beach resorts required operational aspects like all
time guards at this types of places as well as they also ensure availability of trained
swimmers at those place so that they save others.
 Transportation facilities – The respective issue is generally experienced by a resort which
is operating their business at the hilly areas as they not able to get proper and regular
supply of food or raw material (del Mar Gálvez-Rodríguez and et.al., 2020). Some of the
time resort management also experience delay in deliver services due to late in other
services like supply of food products. In respect of this they required operations factors
like near by suppliers of food and beverage as well as they also need to have smooth
transportation of the products so that work of resort not get hamper.
M1 Evaluate different Operational requirements for a range of resorts and their management
strategies to minimise issues and challenges
From above analysis it can be determined that there are different operational requirement
for a range of resorts as that will help them in conducting work in effective and appropriate
manner. Through the above analysis it is determined that operational requirements are generally
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based on several aspects such as high competition, safety and security issues, transportation
facilities and many more. In respect of this it is essential for resorts to develop different
strategies as well as plans such as adopt new adopt new technology or changes so that they can
attain competitive advantages successfully (McGillivray, Duignan and Mielke, 2020). In addition
to this, it is also essential for a resorts to ensure that their must be trained staffs who help in
overcoming from the dangerous issues like kid fall in deep swimming pool and so on. In respect
of overcome issues transportation of food as well as beverages resorts may contact to suppliers
who conduct their work at top level in hilly reason or they may do production by themselves.
TASK 2
P3 Assess different types of resort packages and how they fulfil overall sales objectives,
providing specific examples
Around the world there are numbers resort operating as well as they offer wide range of
services according to packages. A resort have several types of packages which is selected by
their customers or tourist according to the budget. Everyone wants to be benefited with lot of
services in less expense, especially when on vacation and residing in hotels. Hotels these days
provide large number of services to attract consumers so that rooms are sold at ease. The
packages shown on the website or on the brochure attract the visitors which gives details about
different packages of services which comes with a combo of services like pools, gaming, gyms,
spa, massage parlors, free breakfast, handy gifts, etc. Some of the researches shows that the
visitors who take these packages tend to stay more as destined. Providing genuine packages,
build trust and name in eyes of the customers and publicity is done hand on hand. Below some of
the examples of resorts packages are given along with their services:-
 SOLAZ – it is located in between the Cabo San Lucas and San José del Cabo, Solaz. It is
considered as luxury collection resort and they not only provide beach front access but it
also offer beautiful modern property which won numbers of awards (The Best Hotel and
Resort Packages For the Ultimate Escape, 2020). It is considered as place which is for
couples who are looking to zone out from the hustle and stir. The main package of this
resort is of $29,969.00, in which they offer wide range of services such as luxury
transportation to and from airport, pent house residence having private rooftop, Omakas
dinner, in room dinner, private tour of Todo Santos, art galleries and many more. The
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internal element of this package are employees professional behaviour, services provided
by resort and so on. On the other hand external element of this package are goodwill,
location, market awareness.
 JAKES - this is one of the famous beach resort which is secluded in 5 acre area located
in the Saint Elizabeth parish of Jamaica's south-west corner. This resort include beautiful
enclaves related to native Jamaican culture boasts which is most adorable as well as they
have authentic rooms on island. The respective resort offer wide range of packages which
include Pressure Drop, a four night/five day accommodation plan and many more. In the
package of $1,090 respective resort offer facilities like yoga classes, comfort rooms,
bicycle runs, healthy meal and many more. Moreover they also offer pizza making
classes in higher pay package at the resort. The package internal elements are based on
the services, facilities, staff behaviour, room services etc. Whereas the external element
of packages are ambiance, goodwill, location and so on.
 THE RANCHO VALENCIA – the respective resort is effective for tourist who want
seclusion and luxury stay. This is situated in the 45 acres as well as they have 49 guest
casitas, 12 villas as and 3 bedroom Hacienda. The package of The Rancho Valencia
Resort & Spa include stay as well as play tennis which also entails 60 minutes private
lesson of tennis (Nasir and et.al., 2020). Their package are also based on the facilities that
they are offering to customers such as In love package include rose petals, welcome
champagne amenity as well as breakfast for two and many more. The Rancho Valencia
Resort & Spa perfectly give romantic getaway as it include gardens, natural trails as well
as olive groves of Rancho Santa Fe. The internal and external element of respective resort
packaging are like internal element are facilities, food, beverage option, staffs, services
and so on. On the other hand external elements are goodwill, location, transportation
facilities etc.
In all above mentioned resorts target customers are high and high middle income group people as
well as they also welcome whose people who are love their resort location. There are several
factors or aspects are included in the packages such as food and beverage facilities, room
services and facilities, staffs professionalism and many more. Moreover these are budgeted
according to the level of facilities provided to resort respective to the package selected by
customers. A resort can ensure that they attain their break even point by comparing last as well
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as current year profitability ratio along with customer's base. If the customer base and
profitability get increase then the break even point of a company able to attain.
M2 Critically evaluate the overall business implications of developing and running a range of
resort packages
There are several factors or business implications aspects which need to adopted by a
company or resort while develop and running range of resort packages. This will include aspects
like cost of products or raw material which is required by resort in order to provide quality
services to the customers. This will majorly based on the food as well as beverage aspects. In
addition to this, it will also include other aspects like salary of staffs which is impacted when a
resort hire more skilled as well as experienced employees (Rašovská, Kubickova and Ryglová,
2020). Moreover, resorts packages are also get influence by other business factors or
implications such as maintenance of premises, rooms services costing, entertainment facilities,
special facilities accordingly and many more. These are the main aspects which need to
considered by a resorts while developing their packages for the potential customers.
Benefits of Resort packages
Resort packages attracts new customer towards the resort. Packages provides less rates
than usual which attract customer from different locations. If any service in the resort is less used
by the customer then it can be added in the package so that it also became productive and attract
the customer for usual time also. Packages helps to deal with the competitors also. There 's a ton
of competition in this business, not in the region but in the world as a whole. May be the package
offered by the resort and services provided makes them destination location across the country.
Issues and challenges faced to make those packages
Firstly company should analyse the customer they want to target through packages then
company should know the demand of the target customers so that package include the services
which are in demand. Package should be economically affordable to the target customer. So
during the making of the packages so many challenges are faces as how to ascertain the target
customer, because a large data is required for this and that data should be properly analysed also.
On the other hand, while preparing packages company should also required to analyse the
economic condition of the target customer. Planning the services to offered in the package is also
a great challenge faced by the companies. Then package should include all the cost incurred to
ascertain profit to be earned, which includes distribution cost. It is a great challenge for the
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company to ascertain how much it cost to distribute. The major challenge for the package is
designing, package should be designed in such a manner that it conveys the proper message and
is attractive.
How to enhance resort's sales and profitability
To enhance sales and profitability it is important to offer best services to the customers
for which you should have a proper and maintained staff. If you offer best of your services then
you will get the best advertising for your resort i.e. mouth to mouth. Your website should be
designed in such a manner that it is speedy to work and simple to use so that no customer left
you because of your website. The gallery of your website should sparkle and contain the emotion
of your guests in visual stories that will make them your permanent customer. The claims you
made in the website should have backup with social proof like testimonials, ratings and reviews,
badges , awards or certificates, kind words from influencers or popular individuals.
TASK 3
P4 Conduct market research into a specific resort location and determine the needs of a chosen
target market
The demand and need of customers are highly depend upon the location where they are
staying or going for vacation. According to demand of customers it is essential for a resorts to
develop strategies so that they can satisfy need and demand of tourist successfully. In respect of
Slieve Donard Resort and Spa, which is operating as the beach resorts in United Kingdom. At
specific location, respective resort targeting the couples, family as well as young age group. The
market information are mainly collected by using different books (Online or offline) as well as
by internet. These are main source which help in gathering information that are authenticate and
reliable in nature. In addition to this it also aid in collecting current information related to
customers need and demand according to which resort can develop its decision for attracting
customers successfully. So it is essential for respective resort to understand need as well as
requirement of the target customers. Below some of the main needs of target market are given
below:-
 Safety and security – It is one of the main need of target customer who visit to the Slieve
Donard Resort and Spa. It is so because it is a breach resort which is located at the top so
when family come they see the security and safety so that their kid not get injured. In
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addition to this, safety and security need to considered or needed by all the people as they
wanted to be safe while their vacation. This will also include medical facilities all the
time.
 Attentive phone answering – In respect of this need, it is essential or required by a
customers that staffs where they are staying must attain their phone call at proper time. In
respect of this, customers mainly wanted that when they call on reception area or any
other area their staffs attain the call (Séraphin, Cappucci and Gowreesunkar, 2020). It is
so because their must be an emergency such as child or any person may get sick or
injured, any guest required food or medicine or any other case. It is essential to have this
facility at Slieve Donard Resort and Spa because it is located near beach and at the
mountain areas so there is change that a person may get sick.
 Locations to visit near resort and good quality food – It is one of the main need which is
required by customers or target market of Slieve Donard Resort and Spa. It is so because
when a person stay at the specific place they considered that all the famous location must
be near (Shinde, 2020). This is so as it will help them in travelling easily as well as they
also able to cover or visit famous location in short time or their decided time. In addition
to this, it is also essential that respective resort must offer high quality food with wide
menu so that they can satisfy customers.
P5 Propose a business plan for a resort package based on the findings of market research and
findings
There are several components of business plan which is considered by Slieve Donard
Resort and Spa while developing the resort package i.e. executive summary, company
description, their products and services, Company description or operation, Market research,
Management and personnel as well as Financials. Below some of the main components are given
which is considered by resort:-
 Executive summary – In travel and tourism industry a company or hotel need to develop
strategies properly according to the customer. In respect of Slieve Donard Resort and Spa
there are planning different packages according to their target customers so that they can
attract more and more customers.
 Company description - Situated at the foothills of Mountain of Mourne, Northern Ireland
is located in about six acres. It is a peaceful resort maintained by the Victorian group
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gives soothing experience to the visitors and make their journey a memorable one. It has
more than 180 luxurious bedrooms which makes it more royal.
 Product and services - It provides wide range of services which is a complete package for
visitors to relax like free parking, fitness centre, beach, free breakfast, yoga classes, Wi-
Fi, bar, banquet hall, meeting rooms, etc. The room provides features like safe locker,
fireplace, house keeping, hair dryers, complimentary toiletries and many more.
 Company description or operation - Slieve Donard Resort and Spa is resort operating in
United Kingdom. It is one of the famous breach resort located at the foot of mountains of
Mourne. They offer wide rang of services at the resort which attract more and more
customers. In respect of this they are planning to develop package for the growth.
 Market research – Through conducting market analysis of respective company it is
determined that Slieve Donard Resort and Spa is famous as well as they have effective
market present. Moreover they also have opportunity to expand their business at the
different market as that will increase their customer based as well as in respect of they
may develop different package plan for the customers according to their requirement or
budget.
 Management and personnel – In order to set package in new form Slieve Donard Resort
and Spa need to enhance their customers based for which they may adopt different
strategies of marketing (Thipcha, Pokharatsiri and Wankanapon, 2020). Those strategies
include digital market, advertisement, promotion by email old customers and so on.
 Financials – In respect of this Slieve Donard Resort and Spa manager need to conduct
evaluation of their budget before adopting the new strategies related to package as that
will help in fixing package which is beneficial for resort too.
M3 Critically analyse the needs of customers and create a resort package to maximise business
and profitability
While going to a resort there are several things which is required by customers as that
will help them in enhancing their satisfaction level. In respect of Slieve Donard Resort and Spa
their customers required free WIFI, pool, fitness centre, business centre, bar, conference
facilities, spa, high quality food, travelling facility, proper room services, different entertainment
facilities and many more. In respect of this there packages are based differently such as in 103.57
pound they offer high suit room with food and drink services at room, free WIFI, pool, fitness
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centre, business centre, bar, conference facilities, spa, high quality food, travelling facility,
proper room services, different entertainment facilities in different day (Unger, Fuchs and Uriely,
2020). On the other hand in their minimum package of 20.71 pound customer may enjoy
comfortable room, free WIFI, paid bar, free breakfast and proper room service. This package
system help respective resort in attracting both types of customer which increase their business
and profit.
TASK 4
P6 Investigate the different sustainable approaches, practices and initiatives implemented by a
chosen resort hotel
There are several sustainable approaches, practices and initiatives implemented which are
implemented by a resort in order to enhance their business and profit successfully. From which
some the main sustainable approached, initiatives and practices which may adopted by Slieve
Donard Resort and Spa are given below:-
 Energy conservation approach – In respect of this, respective hotel need to adopt different
practices for the energy conservation as that will help in sustaining in market as well as it
also enhance the business growth opportunities (Yu and Chen, 2020). In respect of this
respective resort may adopt practices like safe rain water and reuse it, use solar energy for
electricity and so on.
 Estimation of environment impact – In context of this approach or practice Slieve Donard
Resort and Spa must conduct evaluation of does their operation impact on the
environment negative. It is so because if they impacting environment or nature they must
need to change the factor and adopt those which will not.
 Considered government policies – In resect of this Slieve Donard Resort and Spa need to
follow all the rules, regulations and practices which is developed by government. In
respect of they they must follow rules like safety and security and others.
M4 Evaluate how sustainable approaches, practices and initiatives for a chosen resort enhance
brand value, image and business performance
By adopting above mentioned sustainable approaches, practices and initiatives Slieve
Donard Resort and Spa able to enhance their brand image, business performance and image. It is
so because through it will help in showing customers that they are using natural resources as well
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as it also help in ensuring that they not harm environment which enhance goodwill of resort.
Implementation of rules and regulation also increase Slieve Donard Resort and Spa able to
enhance their brand image, business performance and image successfully.
CONCLUSION
By conduct analysis of above discussed topic it can be summarised that in tourism
industry resort sector is increasing day by day as people are more more concern about their
luxury and services. There are different types of resorts operating around the world such as
beach resort, economy resort, luxury resorts, island resorts, hill station resorts and many more.
So when a company decide to operate in respective sector they need to choose which types of
resort they want to open for the potential customers accordingly which they need to arrange
services for the customers. Moreover, while conducting operations in respective sector a
company experienced several issues such as fulfilling customers requirement, safety and so on. It
is essential for resort to manage it effectively so that work or operations full conduct in effective
way. Along with this, there are several legislation which a resort manager need to consider or
follow in order to operate in smooth manner such as safety and security act, hazard management
act and many more.
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REFERENCES
Books and Journals
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But, T., Pulina, T. and Zaytseva, V., 2020. Justification of Ukraine’s tourist services
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del Mar Gálvez-Rodríguez, M. and et.al., 2020. Exploring best practices for online engagement
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longitudinal analysis. Tourism Management Perspectives, 34, p.100636.
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management: Zoning space across Rio’s 2016 Olympic city. Annals of Leisure
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Nasir, M. and et.al., 2020. Testing mediation roles of place attachment and tourist satisfaction on
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Shinde, K. A., 2020. Religious theme parks as tourist attraction systems. Journal of Heritage
Tourism, pp.1-19.
Thipcha, M., Pokharatsiri, J. and Wankanapon, P., 2020. Evaluation Criteria of Low Carbon
Destination Concept for Resort Design and Renovation in Koh Chang,
Thailand. Journal of Architectural/Planning Research and Studies (JARS), 17(2), pp.17-
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Online
Types of Resorts. 2020. [Online]. Available
through:<https://www.rivergateresort.com/articles/types-of-resorts>.
The Best Hotel and Resort Packages For the Ultimate Escape. 2020. [Online]. Available
through:<https://www.redbookmag.com/life/friends-family/g30795545/best-hotel-
packages/>.
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