Tourist Resort Management

Tourist
Resort
Management

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Exploration of various types of resorts along with its key features, potential issues and
challenges regarding its management:.........................................................................................4
Potential issues or challenges for managing different type of resorts:........................................5
P2 Discussing differences regarding operational requirements of specialist areas as well as
potential issues in management of different specialist areas:......................................................6
M1 Evaluation of different operational requirements for resort range and its management
strategies of minimising challenges:............................................................................................7
D1 Critical evaluation of issues and challenges regarding management of specialist resort
range and recommending solutions for risk minimization:.........................................................8
TASK 2............................................................................................................................................8
P3 Assessing different kinds of resort packages and ways in which it fulfils overall objectives
of sales, along with specific examples:........................................................................................8
M2 Critically evaluating implications of developing overall business and running resort
package range:.............................................................................................................................9
D2 Justification of resort package ranges as well as tactics that is applied for achieving sales
objectives and maximising profit:................................................................................................9
TASK 3............................................................................................................................................9
P4 Conducting market research into specific resort location and determining requirements of
chosen target market:...................................................................................................................9
P5 Proposing a business plan for resort package on the basis of findings of market research:.10
M3 Critically analysing requirements of customers and creating a resort package for
maximising business as well as profitability:............................................................................12
D3 Justifying decisions that is made in planning or proposing of resort package and analysing
USP of proposed package:.........................................................................................................12
TASK 4..........................................................................................................................................12
P6 Investigating different approaches of sustainability, practices or initiatives which is
implemented by resort:..............................................................................................................12

M4 Evaluation of sustainable approaches, practices as well as initiatives for enhancement of
brand value, brand image and performance of business:...........................................................13
D4 Critically evaluating sustainable approaches, initiatives or practices for achieving overall
success in business:....................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Resort can be described as a place that provides facilities of recreation as well as
entertainment and services to tourists or vacationers. In this report, Low Wood Bay resort and
spa is selected organization for evaluation of resort management activities (Aguiló, Rosselló and
Vila, 2017). Entity is based in Windermere, United Kingdom. Thai resort provides various
facilities such as in build health club, spa, fully equipped gym etc. it incorporates 131 rooms,
lounge as well as a Windermere restaurant. It is a lake front resort and contains facilities of
beautiful lake view, natural surroundings, free Wi-Fi connection and split level suits that consists
country chic décor.
This report evaluates various characteristics associated with resorts and it also analysis
issues or problems that can be faced in relevance to managing them. Further, it examines various
kinds or types of resorts and their packages available for the purpose of achieving objectives of
an organization. It also evaluates requirements of customers along with it a business plan is
formulated on the basis of market research. Lastly, guidelines or principles that can be applied
for achieving sustainable tourism is studied.
TASK 1
P1 Exploration of various types of resorts along with its key features, potential issues and
challenges regarding its management:
Resort refers to a commercial commencement which is self-contained and which attempts
to fulfil all requirements or wants of vacationers under one premise. Essential feature of any
resort is its location (Calabrò, 2017). Hence, it must be established in area which pertains natural
surroundings and incorporates facility of proper infrastructure for the purpose of ensuring proper
connectivity and making customer experience more enjoyable.
Key features of different type of resorts:
 Luxury resort: This type of resort offers wide range of services to vacationers under one
roof, which involves, personalised excursions, amenities, airport transfers, wide options
of entertainment, 24-hour service as well as complimentary items.

 Beach resort: This type of resort is located in beach areas and involves seaside locations,
recreational activities, convenience facilities and lodging facilities. Such type of resort
offer various activities related to water such as, beach volleyball, snorkelling, scuba
diving as well as parasailing.
 All inclusive resort: It is a popular type of resort and charges fixed amount of price for
services that are offered. It comprises various services such as sports activities, lodging,
entertainment offerings, unlimited food facilities and many more.
 Ski resort: This type of resort is developed for the purpose of winter boards such as,
skiing, ice-skating and snowboarding.
 Spa resort: This type of resort is established for the purpose of relaxation as well as
pampering. It provides various types of aliments, detoxifying treatments and serves as a
platform for rejuvenating mind and soul.
Low Wood Bay comes under category of beach, spa and luxury resort as it incorporates
lake side location, luxury rooms, mesmerised accommodations, water sports centre, etc.
Potential issues or challenges for managing different type of resorts:
Various challenges are faced by managers in context to management of various kinds of
resorts. In context to, Low Wood Bay resort and spa, following issues or challenges are faced
regarding management of this luxury and beach resort:
 Changing expectations of customers: In this constantly changing modern era,
expectations or demands of customers changes frequently or quickly. Because of such
alterations in expectations of visitors comes up as a challenge for management team of
Low Wood Bay as organization needs to alter its policies are servings in accordance to it.
 Pricing or booking issues: Along with expansion of online bookings, challenges in
context to management of resort activities and holding of consistency in pricing. This led
to incorporation of price variations which is unavoidable and pertains impact of bottom
line of an organization. In context to Low Wood Bay, management tea, of entity is facing
issues regarding implementation of proper management policies due to online booking
fluctuations.

P2 Discussing differences regarding operational requirements of specialist areas as well as
potential issues in management of different specialist areas:
Resort range is wide and it incorporates various operational requirements regarding
specialist areas. In relevance to Low Wood Bay, following are some differences in relation to
operational requirements as well as potential issues for the purpose of managing specialist areas:
Basis of differentiation Operational requirement
regarding specialist area
Potential issues in
management of specialist
areas
Organizational bookings Resorts can incorporate
systematic as well as organised
key operational requirements
as structured bookings are
conducted through e-
commerce sites, tele-bookings,
and online reservation apps
which are utilised by
vacationers for the purpose of
making bookings. In Low
Wood Bay, essential
requirement is location or
resort and implementation of
proper and organised structure
for facilitating activities
related to bookings in online as
well as offline modes (Dube
and Nhamo, 2019).
Potential issues that is faced by
organization is regarding
efficient management of
bookings and price
fluctuations which pertains
affect on bookings that are
made by customers during
peak and off seasons. In
context to Low Wood Bay, it
is identified that organization
faces difficulty is price
fluctuations because large
amount of customers make
booking but as soon as they
identify services available at
low prices they cancel their
bookings. Apart from this,
demand of boom bookings in
peak season is high but issues
regarding unavailability of
room arises which leads to
emergence of dissatisfaction

among customers.
Differentiation strategies Organizational requirement for
coping up with issues of
strategy differentiation is that
company should improve its
market research and
development activities. It helps
business in aligning with
current trends and provides
competitive edge to firm. As,
Low Wood Bay serves its
operations in hospitality
industry and it is noted that
most of resort hotels provides
similar kind of services or
facilities. Hence, company is
required to focus more on
enhancing its differentiation
strategies for improvement of
customer attractiveness.
Potential issues which is to be
faced by an enterprise inn
context to differentiation
strategy involves marketplace
changes. With the motive of
achieving success, competitors
attempt to copy strategies or
differentiation tactics of
company. Hence, distinctive
features of Low Wood Bay
possesses threat of copying of
business offerings which leads
to decrement in differentiation
in services offered by firm and
its competitors.
M1 Evaluation of different operational requirements for resort range and its management
strategies of minimising challenges:
Different range of resorts pertains different types of organizational requirements, such as,
in context to luxury resorts, operational requirement associated with it are maintenance of high
quality services to provide luxury experience to customers. Further, operational requirement of
beach resort is ensuring proper and operational requirement in relevance to All inclusive resort is
implementation of adequate structure for maintaining systematic policy. Apart from this,
changing customer expectations and pricing related issues are faced by Low Wood Bay which
can be resolved by differentiation strategies and organizational bookings.

D1 Critical evaluation of issues and challenges regarding management of specialist resort range
and recommending solutions for risk minimization:
As per (Gemar, Soler and Guzman-Parra, 2019) it have been critically evaluated that
Low Wood Bay faces challenges regarding meeting of customer expectations and booking or
pricing issues. For solving such problems company is recommended to implementation proper
organization system or structure for managing bookings and incorporated differentiated services
for value enhancement and gaining competitive advantage.
TASK 2
P3 Assessing different kinds of resort packages and ways in which it fulfils overall objectives of
sales, along with specific examples:
Resort package can be evaluated as an essential tool for resorts as it enables development
of its competitive edge. Various packages are devised by resort hotels for the purpose of deriving
demand of targeted customers. Different objectives are incorporated with different packages of
resorts for the purpose of enhancing productivity or profitability of an entity (Huang, 2017).
Following are some types of resort packages along with ways in which its fulfils sales objective
of Low Wood Bay:
 Premium package: It is considered as a desirable package as it claims to offer best
services to vacationers. It incorporates various amenities or facilities, such as, clubbing,
sports activities, spa facility, recreational activities, and many more. While considering
premium package of Low Wood Bay, it is identified that entity offers oak suit rooms at a
package of £383 per day which incorporates separate lounge area, lake view, and spa
pack. Target customer for this type of package is high income professionals (Towner,
2016).
 Business package: Providing a business package top customers in this rapidly improving
digital era serves an essential role in resort hotel as it provides opportunity to business for
attracting and retaining customers which consists tours for business purpose. In context to
business package of Low Wood Bay, entity provides package of 4 days and 2 nights for
£1750 to an business person.
 All inclusive package: It refers to a package which involves stay, sport activities,
entertainment, drinks as well as unlimited food offerings. All this items are involved with

booking price of resort without involvement of any surprise cost. On evaluation of all
inclusive price of Low Wood Bay it is noted that firm offers 3 days and 2 night package
at a cost of £1800.
 Competitive creative packaging: It includes innovative solutions or designing that
increases attractiveness of customers towards services offered. Application of this
package technique in Low Wood Bay resort states selection of strategic price of service
on the basis of proper evaluation of competitors. It is implemented by business for
gaining competitive advantage.
M2 Critically evaluating implications of developing overall business and running resort package
range:
As per (Hwang and Seo, 2016) it is critically evaluated that implementation of resort
packages helps in attracting large amount of customers and hence, helps in gaining high level of
recognition in market. This ultimately provides opportunity to Low Wood Bay to differentiate
from customers . It also enhances promotional activities of an enterprise. While, on the contrary,
application of strategy of resort package is a complex process and hence is a time consuming and
effort taking approach.
D2 Justification of resort package ranges as well as tactics that is applied for achieving sales
objectives and maximising profit:
Utilisation of strategy of resort package comes up as a cost saving approach in the mind
of customers and hence, increases attraction level of customers as experience of customer is
enhanced through it. It also increases retention level of customers which helps Low Wood Bay
in achieving its sales objective and improving overall profitability of an enterprise.
TASK 3
P4 Conducting market research into specific resort location and determining requirements of
chosen target market:
Market research refers to organized effort which is conducted for the purpose of
gathering information about target market of an enterprise. It enables management team of
company to study about its customers in depth manner. It helps in formulating effective strategy
for aligning with customer requirements and maintaining high competitiveness. Hence, market
research helps in identification and analysis of trends of market. Its size and level of

competition. Objective of conducting market research for Low Wood Bay is to analyse market
requirement so that company can formulate policies accordingly and achieve long term
sustainability. Firstly, problems associated with business is identified. Further, collected
information is analysed and research plan is developed, for this purpose, primary and secondary
methods are utilised (Logesh, 2017). Lastly, gathered information is adequately analysed and
interpreted for finding appropriate solutions. Following are some areas of research which is
conducted for Low Wood Bay:
 Analysis of market potential: Market research provides required information to
manager of Low Wood Bay for identifying market potential in area in which business is
operating in, that is, Windermere in United Kingdom. Resort consists beautiful natural
surroundings and a lake view which is appreciated by customers as per research. Hence,
it can be stated that entity has high market potential.
 Customer purchase process: It indicates evaluation of steps or procedure that is
undertaken by customers during making a purchase decision. During market research it is
identified that customers mostly prefer online bookings of resorts. Further, price
comparison is high conducted hence, Low Wood Bay is required to adopt competitive
pricing and differentiation tactics for enhancement of customer attractiveness (Seraphin,
2019).
P5 Proposing a business plan for resort package on the basis of findings of market research:
As per above findings through market research it is interpreted that customer pertains
expectation of high quality services at affordable prices in a location that showcase natural
scenery for the purpose of enhancing relaxation from daily hectic work schedule. Hence, Low
Wood Bay is required to launch a package named 'suitable package' for meeting requirements of
customers and improving value of entity in comparison to competitors (Inkson and Minnaert,
2018). For this purpose, business plan is formulated which is described below:
Particulars Description
Executive summary Mission statement: Business plan of Low Wood Bay is based
on creation of a package that align with market requirement for
achievement of long term sustain ability.
Objective: Gaining long term sustainability and success in

market is the agenda of company. Hence, market research is
conducted and its findings are analysed for planning of future
operations. This business plan involves all information
regarding, resort package, pricing strategies that is adopted,
financials, STP analysis as well as monitoring measures.
Company analysis Low Wood Bay is a resort hotel that is situated in Windermere
of United Kingdom. It is located at distance if 1.9 mile from
village named Ambleside. Resort have separate kids section,
water sports, gym and spa facilities. Entity is planning to gain
competitive edge in market, hence develop a package at an
affordable rate.
Industry analysis Hospitality industry serves as fourth largest employer in United
Kingdom which is showcasing promising growth even in future
period. In United Kingdom, hotel occupancy rate is of 79.9
percent and UK hotel industry revenue is of 20.7 billion in the
year 2019.
Customer analysis For the purpose of analysing customers of suitable package of
Low Wood Bay, STP analysis is conducted which is defined
below:
Segmentation: Low Wood Bay segmented its market on the
basis of demographic segmentation as it focuses on level of
income, educational qualification and age factors (Markov and
Rajaković, 2019).
Targeting: Targeted customers of suitable package of Low
Wood Bay is middle class people who prefers quality service at
affordable price.
Positioning: Suitable package is positioned as high quality
service at exciting prices and it is promoted by Low Wood Bay
on social media channels and advertisements.
About resort package Accommodation package can be explained as a resort package

of Low Wood Bay which involves various amenities such as
laundry, entertainment and water activities. This packaged is
developed for enhancing value of company in perception of
customers by providing high quality service at reasonable price.
Duration of this resort package is of 4 days and 3 nights at a
price of £1600. strategic objective of launching this package is
to enhance revenue by 10 percent till 2023 by increasing
customer base of an enterprise.
Competitive analysis Following is the SWOT analysis:
Strengths Weaknesses
 It provides high
service to customers at
reasonable price.
 Company pertains
successful track record
of service
development.
 High brand image and
value of Low Wood
Bay in market.
 It does not provide
high profit margin to
company as profit
margin is low and cost
of service provided is
high.
 Business incorporates
limited area for
expansion or
development.
Opportunities Threats
 Low Wood Bay have
the opportunity to
target untapped market
through this new
product launch.
 Accommodation
package is suitable for
people who are price
sensitive, hence
 High dependence on
tourism.
 Increasing number of
competitors.

pertains opportunity of
increasing customer
attractiveness.
Strategic plan Marketing: Social media promotions, on line contests, and
advertising will be utilised for the purpose of marketing of new
package launch of Low Wood Bay.
Distribution: Online travel agencies will act as third party
channel for business.
Revenue management or pricing strategy: Competitive
pricing strategy is adopted by Low Wood Bay as it focuses on
gaining competitive advantage by providing services at low
price as compared to competitors which helps in value
enhancement of business. Further, budget allocation techniques
and monitoring tools such as financial key performance
indicator will be applied for revenue management.
Financial requirement Particulars Amount (£)
Market research expenses 100
Accommodation service cost 900
Travelling costs 50
Advertisement 300
Other expenses 150
Total 1500
Monitoring and control Techniques of key performance indicators and benchmarking
will be applied for overviewing the performance of company
for ensuring progress and performance enhancement.

M3 Critically analysing requirements of customers and creating a resort package for maximising
business as well as profitability:
From the above research it is analysed that customers search for low price services hence,
switch to other organizations which provides service at minimal price. Hence, Low Wood Bay is
required to launch a resort package, named “Accommodation price” which provides high quality
of services at an affordable rate. It helps entity in maximising profit earning capacity by
improving customer base and ensuring their retention (Seraphin and Yallop, 2019).
D3 Justifying decisions that is made in planning or proposing of resort package and analysing
USP of proposed package:
Planning as well as proposing of “Accommodation price” resort package by Low Wood
Bay pertains unique selling point that it provides value for money by offering high quality
facilities to customers at reasonable rate. It saves time of customers as package incorporates all
services and it is a safer way to evaluate expenses that is to be incurred by customers.
TASK 4
P6 Investigating different approaches of sustainability, practices or initiatives which is
implemented by resort:
Various approaches or initiatives are conducted by Low Wood Bay for the purpose of
achieving sustainability. Such practices are explained below:
 Corporate social responsibility: Low Wood Bay incorporates commitment towards
immersing beauty of nature, hence, it launches various events for the purpose of
achieving positive impact on environment, culture as well as society (Paraschi,
Georgopoulos and Kaldis, 2019). Hence, water conservative plans are launched by an
organization and plantation activities are managed by it. Apart from this, various charity
programs are also initiated by Low Wood Bay.
 Ethical considerations: It refers to values as well as principles associated with an
enterprise. Maintenance of positive organizational culture along with workplace diversity
is a focus area of Low Wood Bay. Apart from this, entity is high concerned for
eliminating discrimination on the basis of caste, colour and religion and ensures
fulfilment of health and safety laws related to working staff as well as customers.
Environmental impacts in hotel industry:

 Facility operations: Low Bay Resort tracks its efficiency in context to water and energy
conservation and implements re-use programs as its environmental initiative for
protecting natural resources and environment.
 Purchasing: Decision makers of Low Wood Bay prefers localised supply chain system
and ensures minimal utilisation of items which are harmful to environment.
 Housekeeping: Policies are made in an organization for the purpose of setting
environmental friendly goals in areas such as, guest room amenities, laundering services
etc. it involves temperature setting which is pre-programmed, proper utilization of
dilution control system and monitoring of cleaning products.
 Food services: With the motive of minimizing environmental impact, it is ensured that
seasonal foods are purchased in bulk instead of single use packages. Unnecessary
chemical exposure is avoided by [proper implementation of kitchen policies.
 Self engagement: Frequent meeting is established for environmental leadership team.
Further, participatory programs are launched.
M4 Evaluation of sustainable approaches, practices as well as initiatives for enhancement of
brand value, brand image and performance of business:
Implementation of sustainable approaches by Low Wood Bay enhances brand image of
an organization in market place. Reason is that application of corporate social responsibilities
and ethical considerations enhances reputation or recognition of brand in mind of customers. It
helps in creating positive image in market which leads to improvement in value of brand. It
provides organizational growth and enhances performance of business (Ryan, 2020).
D4 Critically evaluating sustainable approaches, initiatives or practices for achieving overall
success in business:
As per (Scarles, 2016) it can be critically evaluated that application of sustainable
approaches helps in improving customer relations and it helps in enhancing profitable of Low
Wood Bay. While on the other hand, it is a costly approach as it increases expenses of an
organization which leads to decrement in profitability.
CONCLUSION
Above report concludes that resort can be explained as a establishment that grabs
attention of visitors, along with it offers wide range of facilities to visitors such as facilities of

lodging, food and entertainment. Tourist resort management is a part of hospitality industry and
it involves administration of hospitality, management of hotels, restaurants as well as food
services. Apart from this, resort management includes activities that facilitates planning,
recreation of administration and marketing activities. Further this report interpreted that, there
are various types of resort as well as resort packages. Along with it, activities in resort also
pertains some challenges which can be eliminated by implementation of operational
requirements. Conduction of market research and business plan helps business in achieving
sustainability.

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