Tourist Resort Management: Types of Resorts, Operational Requirements, and Sales Packages

This report provides an overview of tourist resort management, including the different types of resorts, their operational requirements, and potential issues in managing specialist areas. It also explores market research for a specific resort location and different sustainable approaches implemented at resort hotels. The report concludes with a discussion of sales packages and their advantages and disadvantages for both customers and resorts.

Tourist Resort
Management

Contents
INTRODUCTION......................................................................................................................3
Main Body..................................................................................................................................3
Different types of resorts, their key features and potential issues and challenges of
managing them.......................................................................................................................3
Differences in operational requirements of specialist areas and the potential issues
managing the different specialist areas for a range of resorts................................................5
Different types of resort packages and how they fulfil overall sales objectives providing
specific examples...................................................................................................................7
Market research into a specific resort location and needs of the chosen target market.........9
Business plan for resort packages........................................................................................11
Different sustainable approaches, initiatives and practices implemented at the resort hotel
..............................................................................................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................16

INTRODUCTION
Tourist resort management is determined as management practices initiated towards
managing Resort as business organisations in hospitality industry. For instance, it includes
managing and regulating various activities and practices in order to provide customers with a
delightful and upright experience in these resorts. In addition to that, primary and major
services provided by resorts include accommodation, meals or F&B services, lodging, etc.
that all compromisingly contribute to a delightful experience to their customers consuming
their services (Truong, Lenglet and Mothe, 2018). The determined management procedure
involves all the activities defined in an ideal management process for businesses engaged in
hospitality industry including marketing, strategic planning, travel arrangements, etc. Hard
Rock Resort & Casino, Punta Cana is a subsidiary business unit of Palace resorts in
Dominican Republic. For instance, the respective business organisation is engaged in
providing hospitality services various different amenities and services to their customers.
Being establish in the year 2011, Hard Rock resort is a 5-star property which provides
customers with their efficient services especially in their vacation and leisure holidays
(Uchiyama and Kohsaka, 2021). This report assessment will be comprised of insightful and
essential knowledge of tourist resort management in context of respective business
organisation. Furthermore, it will be evaluating activities and operations of respective
business organisation in order to provide effective understanding of determined topic or
subject matter.
Main Body
Different types of resorts, their key features and potential issues and challenges of managing
them
What is a resort?
Resort could be determined as establishment of a business organisation in the
hospitality sector in order to serve customers with hospitality services including
accommodation and various other amenities. For instance, a resort is comprised of luxury
facilities in order to provide customers with delightful experience of upright hospitality
services. People in society often look after consumption of services offered by resorts in their
vacation phase as well as leisure time in order to take a break from hectic routine schedules.
Moreover, all the amenities and facilities provided to customers in a resort contribute
particular values to a gratifying and lovely experience (Volgger and et. al., 2019).

Representatives engaged in these business organisations are aimed at consideration of
creative ideas and approaches in order to contribute something extra to the business
environment as well as customers in society. There are various types of resorts in existing
business environment that are engaged in providing their services to a large number of
customers all around the globe. Furthermore, these different types of resorts are as follows:
Spa Resorts
This particular classification of resorts which are based upon providing spa services to
their customers. For instance, it includes massages, mineral spa, manicures, saunas, etc.
which are major attraction of customers visiting these resorts. Moreover, all these services
related to spa provides a soothing experience to customers as well as contributing additional
values towards fulfilment of personal needs and requirements (Wang, Zhu and Fei, 2020).
 Products and services: The main highlights of services provided by spa resorts is
inclusive of Body massages, Therapy, Specific treatments, Acupressure, etc. For
instance, some of these resorts provide full day accommodation while some of them
just provide their services at their workplace.
 Challenges: With the lack of awareness and preference for these services, there is
insufficient availability of skilled workforce which results in being the major
challenge for Spa resorts. Operational Issues: Inability to retain existing customer base has been determined as
major operational issue faced by Spa resorts. In addition to that, lack of preference of
customers in consuming full-day accommodation services has been determined as
another major operational in these resorts.
Ski Resorts
This particular classification of resorts include businesses engaged in providing
adventurous activities to their customers. For instance, these adventurous and fun activities
include Skiing, Ice skating, snowboarding, and other winter sports. In addition to that, these
resorts are located at high hill stations or places with extremely cold weather where people
could experience snowfall (Wu, Zheng and Wang, 2020).
 Products and services: Offerings of these resorts include ski lodge, ski school, rental
equipments, F&B places, etc. For instance, target customers of these resorts are
people in society with preference towards winter sports.
 Challenges: Increasing temperature of earth due to rising global warming further
leads to melting of snow which results in being the major challenge for these ski
resorts.

 Operational Issues: Safety precautions and sufficient amount of equipment’s are
primary operational issues faced by Ski resorts in providing services to their
customers in market.
Beach Resorts
Beach resorts is a major classification in types of resorts which is determined as a
business organisation established at seaside with access to a personal beach. For instance, this
personal or private beach in these resorts results in being the primary attraction of customers
in consideration of consuming activities offered by these resorts (Zhao and et. al., 2018).
Moreover, facilities provided by Beach resorts to their customers majorly includes private
beaches, personal pool, F&B places, fitness centres, etc.
 Products and services: The primary and foremost products and services offered by
Beach resorts include accommodation facilities, Jet skiing, Scuba diving, Water Polo,
etc. For instance, people looking out for some different experiences in their leisure
time are often attracted towards Beach resorts as they can have access to these
additional activities.
 Challenges: Health and Safety of customers remains primary concern of these
business organisations. For instance, consuming these additional services offered by
beach resorts has a risk of safety of customers as they could get hurt with some or the
other thing. In addition to that, maintaining cleanliness and hygiene at their workplace
and private beaches is another major challenge to these resorts.
 Operational Issues: Maintenance of safety equipments and measures in order to
carry out these additional activities for customers is primary operational issues for
Beach resorts. Moreover, maintenance of machines and equipments used in water
sports as well as activities for maintaining cleanliness is determined as another
operational issue for beach resorts.
Differences in operational requirements of specialist areas and the potential issues managing
the different specialist areas for a range of resorts
Specialist areas in types of resorts
Ski Resorts
The primary and major specialist areas in Ski resort lies in winter sports organised by
these business organisations in order to provide customers with different and exciting
experience. For instance, this USP of ski resorts facilitates in attracting customers towards
services provided by these resorts (Zheng and Liao, 2019). Though, these resorts have other

luxury amenities but with a different culture as they operate in extreme weather conditions. In
addition to that, each and every element in these ski resorts is somehow related to winter
season and winter sports including their facilities, equipments, safety measures, etc. The
reason behind this particular characteristic of ski resorts lies in providing glimpse of nature in
their services to customer with reference to hospitality services (Tiwari, Das and Dutta,
2019).
Spa Resorts
The most popular and specialist area in spa resorts is considered as their base and core
services of spa offered to customers. For instance, the motive and aim of these business
organisations lies in promoting mental peace with their innovative business approach in order
to applied in carrying out their business operations and activities. Representatives engaged in
these Spa resorts are majorly determined at providing delightful experience of spa services
over basic hospitality services. Furthermore, these businesses entertains short term
appointments for spa services rather than full-day accommodation. These therapeutic services
further include massage, sauna, steam baths, manicures, etc. Hence, Massages provided by
spa resorts has been considered as primary attraction of customers consuming their services.
Beach Resorts
The private beach area and culture of these resorts is primary attraction of customers
consuming their services. For instance, people in society are so fond of beaches and summer
holiday spots in order to enjoy their span of vacations (Silva and Mattos, 2020). These beach
resorts offers a holiday package at beach locations in order to provide customers with a
satisfying experience of beach with efficient hospitality services including accommodation
and F&B. In addition to that, there are various other additional services including private
pool, bars, restaurants, event spaces, etc. which further contribute various additional values in
providing customers with desired and satisfying experience (Skorobogatykh and et. al.,
2018).
Potential issues managing the different specialist areas
Ski Resorts Spa resorts Beach Resorts
 Training to skiers:
Representatives
engaged in regulating
and managing ski
resorts are required to
 Maintaining suitable
workplace
environment: Spas
and sauna require a
suitable environment in
 Health and safety:
People or customers in
these beach resorts
spends most of their
time at beach, enjoying

provide sufficient
training to their
customers so that they
could effectively
participate in these
winter sports.
 Maintaining quality
equipments: There is
need to maintain high
quality equipments
used in ski in order to
ensure safety and
eliminate any sort of
mis-happening that
could health of
customers.
order to provide
customers with a
gratifying experience
out of the same. Lack
or inability in
development of this
suitable environment
could lead to loss of
existing customers
base.
 Lack of retention of
customer base: This
negative aspect could
lead to arise of
potential threats to
survival and growth of
businesses in spa
resorts. For instance, it
could lead to major
losses to these resorts
against their huge
investments in carrying
out business operations
and activities.
in water. In addition to
that, representatives
engaged in managing
these beach resorts are
required to look after
health and safety of
their customers with
sufficient amount of
measures and
precautions for the
same.
 Cleanliness and
Hygiene: This aspect
plays a major role in
beach resorts as people
look after cleanliness in
their choice of resorts.
Moreover, lack of
maintaining cleanliness
and hygiene in
organisation premises
could lead to loss of
customer base and
reduction in overall
sales.
Different types of resort packages and how they fulfil overall sales objectives providing
specific examples
Packages in hospitality industry in determined as aggregate of products and services
offered to customers. For instance, it includes various different sets of services and additional
activities to be served to customers in order to provide them altogether to their customers. In
addition to that, primary purpose behind these resort packages lies in ensuring higher amount

of consumption of services offered by them as well as minimising cancellations for the same
(Ryan, 2020). There are various types of packaged offered to customers which are as follows:
All-inclusive packages
This particular package offered by different types of resorts is most preferred package
by customers. For instance, it includes accommodation, Food & Beverages, bookings for
events, additional activities, etc. altogether in a package offered to customers in order to
reduce their efforts in searching out for the same (Paraschi, Georgopoulos and Kaldis, 2019).
In addition to that, these packages provide customers with guidance with combination of
products and services in order to enhance experience of customers in consumption of these
services.
 Advantages for customers: These all-inclusive packages are often available at lower
prices as compared individual booking of all these products and services. In addition
to that, these packages sometimes provides customers with complementary meals and
booking for any sort of event or activity. For instance, it facilitates customers in
having a gratifying experience at lower prices which allows them to manage their
spendings in an efficient manner.
 Disadvantages for customers: These packages are comprised of different elements at
different resorts which results in being major disadvantage to customers. For instance,
people looking after some specific service or product often lacks the same in
consideration of these all-inclusive packages offered by different types of resorts.
Furthermore, it further to additional expenses for consumption of these additional
services or lack of access to that particular product or service.
 Advantages for resorts: The primary and major advantage for resorts associated with
all-inclusive packages lies in ensuring sales of services offered to customers. For
instance, it allows resorts to sell their services in each and every part of their business
including accommodation, speciality area, Food & Beverages, etc. which further
contribute various additional values towards growth and success of that particular
business organisation.
 Disadvantages for resorts: These all-inclusive packages offered by resorts generally
results in being a barrier for resorts or other hospitality businesses in charging higher
prices for their expensive elements of business. For instance, it includes F&B,
particular activities, events, etc. On the other hand, these resorts could earn a higher
amount of profit if customers book these services individually rather than altogether.
Group Packages

These classification of packages offered by resorts include booking and reservations
for a group of people travelling altogether to that particular resort. For instance, it includes
particular arrangements for each and every member of group according to their preferences
and requirements. In addition to that, these packages are generally offered to customers in
order to provide them with delightful experience of resorts along with their family members
or friends (Oliveri, Polizzi and Parroco, 2019). Furthermore, these packages generally a
complete tour or trip for a group of people with various services including accommodation,
travelling, lodging, events, additional activities, meetings, etc.
 Advantages for customers: These packages allows customers in being stress-free as
management representatives of resorts manages all their reservations and other
services. For instance, it also allows entire group in saving their cost of consumption
of these services as compared to individual bookings and reservations for the same.
 Disadvantages for customers: These group packages often lead to situations where
customers need to compromise in having a desired and gratifying experience. As the
package involves arrangements for entire group, there are limited amount of services
and facilities provided to the same. Furthermore, it sometimes leads to situations
where it incurs additional cost to customers in consuming services offered by resorts.
 Advantages for resorts: This particular package facilitates resorts in ensuring higher
amount of sales by serving a package for a group of people. For instance, entire group
of people consuming services of resorts further facilitates in increasing overall sales
of services provided by these resorts. Though, it will reduce profitability but will
surely increase total profit with increase in sales of services.
 Disadvantages for resorts: The primary and major disadvantage associated with
group packages offered by resorts lies in decreasing profitability in providing services
to their customers. For instance, if these customers consumes these services
individually, it will cost them higher amount which could lead to higher profitability
to resorts. Therefore, it will result in being a barrier in earning most out of invested
capital and efforts in carrying out business operations and activities.
Market research into a specific resort location and needs of the chosen target market
For the marketing analysis, the person is required to put the focus on the external
environment so that they can be able to grow and develop the business in an accurate
position. The process of market analysis includes the areas of competition, legal and political
and technology environment which will put an impact on the business. Good market research

is required to be done by the business people so that they can put the effectiveness in the
hotel and resort industry (Ziakas and Getz, 2020) Looking at the competitive environment
nowadays, there are many resorts and hotels who are providing different kinds of packages to
the consumer and guests and enable them to get influenced but a new venture of the hotel
business can make a brief competitive analysis from which they can be able to identify their
weaknesses and can fulfil them in their own hotel business which will help them to create a
differentiation between them.
Hard Rock Resort & Casino, Punta Cana is a subsidiary business unit of Palace
resorts in Dominican Republic. Hard Rock resort is a 5-star property which provides
customers with their efficient services especially in their vacation and leisure holidays and
offers a variety of services to its guests, including guest rooms and villas with amenities such
as air conditioning, direct international calling, personal safes, and more. Customers can dine
at one of four restaurants on the premises. The HARD ROCK RESORT & CASINO, PUNTA
CANA is a well-known resort that offers outstanding resort services to a variety of clientele.
In order to dominate the market, the resort's marketing activities are managed by
knowledgeable and qualified personnel. The resort has a variety of exquisite amenities that
create a relaxing environment for its visitors. It offers a wide range of services that entice
loyal clients to return on a frequent basis. It can accommodate both leisure and business
travellers. It offers business travellers with meeting or conference rooms, as well as other
such amenities, in order for them to conduct efficient meetings. It also offers in-restaurant
services to its customers, increasing their pleasure by providing rapid and efficient service
(Luturlean and et. al., 2018).
Market research is a type of activity that entails identifying the need for a product or
service among potential customers. It enables businesses to target a certain market and obtain
new perspectives as well as constructive feedback from current customers in order to improve
their products or services. This may be accomplished by first gaining a thorough awareness
of the present environment, as well as rivals' strategies for developing new products or
services. Managers of the HARD ROCK RESORT & CASINO, PUNTA CANA may use this
to do comprehensive research and define their target market based on the wants and interests
of potential consumers (Zopiatis, Savva and Lambertides, 2020).
Determination of need of chosen target market
A target market is a group of people in a population who are deliberately targeted by a
company in order to become loyal consumers. Small segments of customers are targeted in a
targeted market based on their requirements, age, desires, and employment. These target

markets are chosen based on the identification of a certain product or service that the firm
will offer. HARD ROCK RESORT & CASINO, PUNTA CANA management have divided
tiny groups of customers based on their target demographic in order to discover their
aspirations and requirements and design successful methods to cater to them. Managers of
HARD ROCK RESORT & CASINO, PUNTA CANA have separated them into numerous
groups based on their approach:
Age and occupation are two types of customer subgroups that are divided by marital
status, income level, and other factors. Couples are assigned rooms with romantic settings
based on this criteria. They are also given rental automobiles to use for sightseeing. For
meetings, businesspeople are provided with a sound-proofed conference room. They also get
access to free Wi-Fi and other amenities. The managers of the HARD ROCK RESORT &
CASINO, PUNTA CANA also evaluate the resort on a geographical basis by analysing the
number of tourists that visit the resort and the surrounding area (Koronios and et. al., 2020).
Targeting couples and family
The HARD ROCK RESORT & CASINO, PUNTA CANA caters mostly to families
and couples that like visiting resorts. This will strengthen the business's market position while
also bringing in a healthy profit for the resort. In order to give efficient services to various
consumers, the resort has also devised and manufactured specific trip packages for each
sector. HARD ROCK RESORT & CASINO, PUNTA CANA is also focusing on families
and couples in order to create key policies and strategies that give necessary services to its
clients (Liao and Chuang, 2020).
Advertisements and publicity based marketing
In order to generate advertising and publicity, the company must also carry out
marketing activities. In order to attract a big number of consumers, HARD ROCK RESORT
& CASINO, PUNTA CANA also runs marketing and public relations campaigns in the
media. HARD ROCK RESORT & CASINO, PUNTA CANA also uses information and
technology to execute rapid and precise operations. HARD ROCK RESORT & CASINO,
PUNTA CANA also promotes itself on social media platforms such as Facebook and
Instagram.
Customer needs and requirements
The customer expects outstanding service in order to increase their level of satisfaction. The
Hard Rock Resort & Casino, Punta Cana is offering poor and professional service, which
they must improve. For this, they must respond swiftly to consumers and give sufficient

training to personnel so that they can fix difficulties that guests may encounter (Kazak and
Buchatskiy, 2018).
Business plan for resort packages
The term business plan refers to a written document that primarily describes essential
company operations as well as objectives. It also describes the various methods employed by
a company in order to achieve specified objectives or aims. It gives employees a clear
direction so that they may work to enhance their individual and organizational performance.
An executive overview, organizational objectives, firm description and marketing strategies
are all included (Kataeva and et. al., 2019). The following is a discussion of the business
strategy suggested by the managers of Hard Rock:
Executive Summary: In order to reach big marketing aims and offer successful resort
packages, Hard Rock is drafting a business strategy. It offers a wide range of amenities as
well as a relaxing atmosphere that appeals to all visitors. These facilities are largely intended
for the affluent class, who can afford to spend a lot of money on leisure activities.
Objectives-
 Top management of Hard Rock aims to provide quality products and services to their
guests in order to increase their engagement towards the brand.
 Vision of managers of Hard Rock is to increase their customer base by 20% and
enhance their revenue by 15%.
 To increase overall sales ratio by 30% in coming 12 months
 To increase the overall profit in next 2 years.
Resort Packages LITTLE ROCK STARS FAMILY PACKAGE
The Hard Rock Resort & Casino, Punta Cana provides pricey services that can only be
afforded by the rich. The resort's managers want to provide packages based on age groups,
such as children, youth, and the elderly.
 They aim to give modest rides, complimentary drinks, and other activities for the kids.
They will provide water rides, skiing, and swimming facilities for the youngsters.
 The management of Hotel Hard Rock has intended to give a laughing club and other
such memberships for the elderly. They will also offer them with park memberships,
meditation centre memberships, and other amenities.
Promotional Strategies
It is critical for the business entity to promote Hotel Hard Rock in order to build demands for
the target customers. With the support of top-level and strategic management, a business

organisation will establish a promotional plan. In order to maximise business development,
adverts will also be placed on social media. Businesses are using social media to promote
bundles because it allows users to simply access their services. Additionally, businesses may
contact various tour and travel firms to sell their products and services, allowing them to sell
packages more readily (Han, Moon and Hyun, 2019).
Marketing strategies
Marketing strategies are the tactics that businesses employ to advertise their goods
and services in the marketplace. Consumers and potential purchasers are drawn to the brand
as a result of these methods or approaches. This also aids in raising consumer conversion
rates and establishes a distinct position for the firm among its rivals. Managers of Hard Rock
RESORT might use a variety of marketing methods to reach out to a potential customer base.
Organizations may use digital media channels such as search engine optimization, social
media marketing, and others to advertise their company operations and various packages.
Managers might enlist the assistance of content creators and broadcast the results on their
social media accounts and official websites to reach out to potential customers. It can also
advertise their resort in various conventional and new methods. They can market their
services on television and on social media platforms such as Facebook, Instagram, and
Twitter. They might also invite their consumers to record their real-time experiences and
share them on social media. In order to successfully advertise its services such as hospitality,
entertainment activities, and others, Hotel Hard Rock will employ effective segmentation,
positioning, and targeting (Dunets and et. al., 2019).
To build a targeted strategy in the marketplace, a company must first understand the
wants and desires of various clients. Consumers' demands are determined by a variety of
factors, including their perceptions, attitudes, lifestyles, and income levels. HARD ROCK
RESORT will identify these demands in order to tailor its products and services accordingly.
It is primarily made up of people from the business class who like to spend their free time
with their families and relax. Consumer wants must be successfully assessed in order to be
fulfilled and catered to in a strategic manner in order to enhance income. HARD ROCK
RESORT additionally focuses on analysing client purchasing habits in order to improve
customer happiness and deliver world-class resort services (Beirman, 2020). People hire
conference halls at their resorts in order to project a favourable picture of their business to
investors and partners. HARD ROCK RESORT resort management also create a quiet setting
for business meetings, allowing them to do their jobs efficiently. HAR ROCK RESORT is
extremely popular with those who wish to flaunt their lifestyle and status on social media.

Many factors, including as food plans, accommodation categories, and club membership
plans, must be considered when creating resort packages. HARD ROCK RESORT managers
devise and identify a variety of consumer demands to create these packages.
Different sustainable approaches, initiatives and practices implemented at the resort hotel
The hotel Hard Rock has implemented different sustainability approaches and
practices in their business which helps them to get profitability in their business.
Sustainability simply means where the business platform is able to support the green
environment and can secure the natural surroundings by putting their efforts. It helps
businesses or organization to grow well and a good image or reputation in the society which
will make a definite growth (Albayrak and Caber, 2018). Here performing these practices
activities in a detailed manner which is adopted by the above-mentioned resort. A company's
ability to attain sustainable practices is aided by the adoption of sustainable methods and
practices. To manage an effective sustainable environment, all-important sustainable
practices should be implemented with the aid and support of a business. The establishment of
an effective internal environment is aided and supported by a variety of ethical activities
(Alananzeh and et. al., 2018). To build successful techniques, all significant organizations in
the hospitality sector use various ethical principles. Briefly focus on environmental policies: The hotel Hard Rock adheres to
environmental policies and procedures in order to promote ethical business
operations. The stated resort follows the government's environmentally friendly
policy in order to undertake desirable business practices in the marketplace. A
company's key role also includes focusing and analysing, as well as the application of
numerous policies that aid in the establishment of a focused corporate environment.
Monitoring and supervision are also two important elements for commercial
enterprises to build environmental ethics. In order to establish a suitable monitoring
technique connected to environment-based policy, controlling is also regarded as a
key role of a corporation. Planning framework and strategy for sustainable operations: This is the most
crucial component of creating a large plan that will help you attain market
sustainability. A business's strategic and top-level management creates a planning
framework in order to strategically prepare for the future. The respective resort’s
strategic management responsibility is to define and formulate long-term strategic
goals and to realize them with the use of a planning framework.

 Follow sustainable practices: Every organization in the hotel industry considers
sustainability to be a key concern or challenge. The given resort should implement
sustainable practices such as ecological and functional tourist management methods.
Conclusion
It may be inferred from the above-mentioned research that administration of a
hospitality-based organization necessitates professional characteristics. This research also
emphasizes the significance of a company's strategic and top-level management in achieving
long and short-term organizational goals. According to the above-mentioned research, one of
the key duties of an organization in the tourist industry is to focus on the development of a
systematic organizational strategy. The preceding research also summarizes the various resort
packages and their function in attracting a significant number of corporate clients. This
research also illustrates the crucial function of operations management in achieving high
business standards. For the methodical development of the hotel sector firm, the
aforementioned project also emphasizes the necessity of long and short term growth
strategies in a business.

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