Tourist Resort Management

This report discusses the different types of resorts, their key features, and challenges in managing them. It also explores the operational requirements and effective management strategies for specialist areas. The report further examines the impact of resort packages on sales objectives and the importance of market research in tourist resort management. Additionally, it highlights the implementation of sustainable approaches in creating a strong brand image.

Unit 41: Tourist Resort
Management
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
Main Body.......................................................................................................................................4
LO1..................................................................................................................................................4
P1 Different types of resorts, their key features and challenges in managing them....................4
M1 Different operational requirements for range of resorts and effective management
strategies to overcome challenges or issues.................................................................................5
D1 Evaluation of key challenges and appropriate recommendation...........................................6
LO2..................................................................................................................................................6
P2 Differences in operational requirements of specialist areas and potential issue managing the
specialist areas.............................................................................................................................6
P3 Different types of resort package and the way they contribute in achievements of sales
objectives.....................................................................................................................................7
M2 Critical evaluation of the way impact of range of resort package on growth of business....8
D2 Justification of resort package and tactics to achieve end objectives....................................8
LO3..................................................................................................................................................8
P4 Market research......................................................................................................................8
P5 Business plan for resort package............................................................................................9
M3 Critical analysis of needs of customers and resort package that helps in maximising
profitability of enterprise...........................................................................................................11
LO4................................................................................................................................................11
P6 Different sustainable approaches, practices and initiatives implemented by firm...............11
M4 The way sustainable approaches helps in creating strong brand image of enterprise.........12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Management is an important process as it helps in maximum utilisation of available
resources for achievements of company objectives. Hospitality and tourism is one of the most
rapid growing industry across worldwide that have contributed in generating lot of employment
opportunities and revenue. There are different types of resorts with varieties of features and key
facilities that are offered in order to meet customer’s expectancy. This report is based on Hyatt
resorts that offer numerous facilities and services to people to have enjoyment of their leisure
time or holidays. It has contained information related to different types of resorts like beach, ski
and their key features and potential challenges in managing them. The report has also assessed
different types of resort packages and the way they contribute in achievements of overall
objectives. At last, the report has included information related to different sustainable approaches
practices and initiatives implemented by resorts that helps in enhancement of its brand image.
Main Body
LO1
P1 Different types of resorts, their key features and challenges in managing them
Resort is place away from home that provides visitors or tourist numerous facilities so
that they can enjoy their weekend with their family member or close relatives. There are several
types of resorts across worldwide that offer wide range of facilities or services in order to fulfil
customer’s requirements in best possible manner (Munandar, 2017). Like Location based, beach,
river, economy, luxury, ski and island resorts that offer different facilities or features so that
customers are motivated to be part of it for satisfaction of their respective requirements.
Therefore, different types of resorts, their features are discussed as follows:
Beach resorts: These are resorts that are mostly located near beach so people or tourist visitors
can easily enjoy activities of beach like jet skiing, paragliding and scuba diving. They can easily
view beach at night and enjoy the cold wind at night that helps in making customers more happy
and satisfied. Therefore it can be stated that beach resorts is full services holiday lodging facility
that is mainly located near seaside provide extreme qualitative experience and view to customers.
Ski resorts: It is an particular area that is marked for having snowboarding, skiing and other
several winter sports like mountain area with ski trails and Skill lift system. These are usually
destination resorts so it is place away from home where different individuals can have fun and
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enjoyment. Moreover they are build on slopes and having amenities such as food, beverages and
locker room for snowboarder and skiers so that they can easily have fun and enjoyment.
Specialist resorts: It can be stated that specialist resort mainly made for niche tourist or people
that are interested in special facilities and features to fulfil their needs. Like ski resorts, spa, lake
and theme based resorts are examples of specialist resorts that provide several services to
customers that are beyond their expectancy (Grilli and et.al., 2020). Thus specialist resorts
contribute in providing luxury and better experienced to customers for satisfaction of their
respective requirements.
Hill station resort: Such type of resorts are located at hill or mountains thus people have enjoy
cooler wind that flow, overview different scenario and have fun. It offers several facilities to stay
and spend leisure time in best possible manner. It is accommodation where people can enjoy
their vacation as they are located higher evaluation as compared to nearly plain.
Challenges related to their management
There are several challenges or keys issues that are faced by different types of resorts
while handling numerous operations so that end goals can be achieved. Some of the key
challenges or issue related to management of resorts are discussed below:
Changing customer’s expectation: It can be stated that customers expectation are changing at
rapid stage due to availability of numerous alternative option. Services like Uber and numerous
app have offered more personalised and better experienced to customers so it have created
problem for Hyatt resorts to set specific management strategy that can be fruitful for organisation
(Fesenmaier and Xiang, 2016).
Innovation in technology: There is continuous growth and development in innovative
technology that have forced company to make use of new method to deliver services to
customers in order to retained their respective market share (Mandina and Shamuyashe, 2017).
Therefore, Hyatt resorts manager find issue or challenges to rapidly incurred cost to adapt to
recent technology for fulfilment of customers requirements.
Sustainability: Due to increase competition level, changing demand and preference of
customers, management is facing challenges in decide appropriate strategies that can promote
growth and sustainability of enterprise for longer time frame. Like impact of covid-19 on Hyatt
resorts has resulted challenges or key issue in smooth operation of business as less number of
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tourist are ready to go other places to have enjoyment (Rutelione, Hopenienė and Žalimienė,
2018).
M1 Different operational requirements for range of resorts and effective management
strategies to overcome challenges or issues
There are several operational requirement for Hyatt resorts starting from marketing
process to influence individuals to collection of feedback whether company is able to satisfy
customers needs or not. Like booking of room, provide detailed orientation to people about
hotels, its key features and facilities, making several areas clean and tidy and proper food and
beverage so that they can have good dinners, lunch or breakfast. So, effective management
strategies such as delivery of services in limited time, standard procedures and market survey can
help in overcoming several challenges (Zakharchenko and et.al., 2019).
D1 Evaluation of key challenges and appropriate recommendation
It can be suggested that Hyatt resorts management through conducting market analysis
can understand existing trend and decide appropriate course of action that could be useful in
achievement of goals. Company through taking customers feedback can also improve its
performance and grow its operation in hospitality and tourism industry.
LO2
P2 Differences in operational requirements of specialist areas and potential issue
managing the specialist areas
For smooth operation of business, right individuals at right places are important in
specific department so that task can be performed and goals can be attained. There are seven
specialist operational areas in Hyatt resorts that contribute in delivering qualitative services to
customers. Such as:
Front desk services: It is operational requirements of specialist areas that is responsible for
handling diverse range of customers by looking at their booking, providing orientation about
hotels so that they can fulfil their respective needs (Mandina and Shamuyashe, 2017). So, front
desk services department of Hyatt resorts ensure that guest need not have to wait for booking
room for longer hours.
Marketing and sales: It is also operational function of resorts that is mainly responsible for
promoting brand image and services of company to wide range of individuals so that company
can enjoy more sales volume and market share. Hyatt resorts have make use of different digital
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technologies or social media platform like Instragram, facebook, You Tube or have post videos
and images on official website of company. All these operation requirements in specialist areas
of resorts have contributed in adding more and more customers within organisation (Usakli and
Ozturk, 2017). Contain and email marketing is also used by firm to generate awareness among
maximum number of individuals with an motivate to enjoy huge profitability.
Beach maintenance: it is the operational requirements of specialist areas in which manager look
after the beach maintenance so that the guest need not have to face any type of issue in any
circumstances. The maintenance of beach required Hyatt resort to have highly skilled and
qualified employees that can take care of its so that guest can enjoy and effectively spend their
leisure time.
Potential issues that are face by specialist areas
From the above analysis, it have been learned that operational requirements of specialist
areas like front officer of Hyatt resorts face challenge in providing more personalised services to
customers. Likewise marketing and sales operation are finding issue in deciding specific
marketing strategies that could influence customers to select particular company as compared to
another for satisfaction of their respective needs.
P3 Different types of resort package and the way they contribute in achievements of sales
objectives
There are numerous resort packages that are made by companies in order to influence
customers to make use of services or products of particular resorts in order to satisfy their
respective requirements (Pagliarin, 2017). So, the way different types of resort packages have
contributed in achievements of sales objectives can be understood through several examples:
Confidante Miami Beach: It is another great property that offers best services for tourist that
are looking for beachfront access and stylish surrounding. Company have offered vacation
package of 25-35% of off or discount to customers thus it has helped firm in attracting new
individuals to try its services for satisfaction of their respective needs.
Galgorm spa and golf resort: The resorts have also make several packages in order to retained
loyal customers for longer time frame for growth and development of enterprise in competitive
environment. Company have offered 10-15% and more off on each night stay and enjoying
golfing, fishing and surfing and for couples for two night and 50 minute massage Spa with a
bottle of champagne and dinners. Hyatt resorts have set low price of its package that is only £90
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for one night so individuals from different parts of world are influence to select it to spend their
holidays and leisure time (León and Araña, 2020).
Rancho Valencia resort and Spa: It is best suitable for travellers that want to have luxury
services and seclusion thus it is located at 45 acres with 49 guest casitas. The resort package
included stays and plays tennis for 60 minute, access to other sport facilities and classes. On the
other hand stay package of Rancho Valencia resort and Spa include breakfast for two
individuals, welcome Champaign and rose petal turndown and many more amenities to fulfil
customer’s wants. Therefore, attractive package with numerous facilities or offer have helped
company in enhancing its sales volume and attain its objectives.
M2 Critical evaluation of the way impact of range of resort package on growth of
business
It can be critically evaluated from the above discussion that range of resorts package
helps firm in achieving its objectives in best possible manner. Company through packages as per
resorts and facilities can induce range of tourist to have services of specific resorts so that their
end desired to have fun at place away from home can be fulfilled. It can be critical that several
packages help in attracting customers to have tries services of company to satisfy their needs
thus it will contribute in increasing overall sales and profitability of organisation. On the other
hand, company in order to prepare range resorts packages needs to incur additional cost and
expense. Ineffective resort package may result in dissatisfaction or loss of number of customers
of organisation.
D2 Justification of resort package and tactics to achieve end objectives
Hyatt resorts can offer resort packages i.e, three nigh stay, with dinners for couple or two
individuals along with bottle of Champaign. In order to promote resorts package company can
make use of social media platform so that awareness can be easily generated among large
number of individuals within limited time frame and cost for achievements of common goals
(Mustafaeva, Tappaskhanova and Thamitlokova, 2020).
LO3
P4 Market research
Pest is an effective analytical/ research tool that can be used by manager of Hyatt resorts
to understand taste and preferences of target customers in order to decide key strategies that can
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be used to motivate peoples. Therefore market research or Pest analysis of Hyatt resorts is done
as follows:
Political condition: Hyatt resorts operate its function in United Kingdom that due to Brexit and
impact of Corovirus is facing unstable political condition. While government by encouraging
free trade policies have influence several visitors to have fun at different place in their holidays
(Seraphin and Ivanov, 2020). So, It can be understood that management has to set effective
strategy that can be fruitful in uncertain market condition.
Economic condition: There is situation of economic recession or slowdown in UK and
worldwide that have resulted in decrease in overall disposable income of customers, availability
of employment opportunities etc. Thus, people are less interested to spend their money on
expensive things or unnecessary product or services. So, company in order to grow and survive
in future circumstances have to reduce its price to attract more and more customers to select it
rather than other alternatives operations available in market.
Social factor: Taste and preferences of people are ever changing or dynamic in nature so it is
important for manager to adapt with existing trends and culture to retained maximum customers
satisfaction level. People due to increasing number of diseases, impact of covid-19 preferring
hotels or resorts that have ensure their safety and maintain overall cleanness and hygiene in
rooms and several areas of resort (Fyall and Garrod, 2018). Hyatt resorts management has
changed its strategies to serve people with changing preference, taste or their recent trends so
that they can easily become loyal customers of organisation.
Technology: There is huge advancement and growth in technology, thus customers are
demanding more personalised and quick services for satisfaction of their respective needs. Like
now – days, customers prefer online booking of rooms, payment of services as it save their time,
efforts in waiting for several procedural and get respective services. So, company in order to
meet needs of maximum people have to change its technology and deliver services that are
beyond their expectancy level.
Legal factor: In market research, company needs to considered legal laws and regulation made
by government in order to abide them while performing several task. Different countries have
different regulations so company needs to conduct market research in order to know about
existing law and promote smooth operation of business.
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Environment: Company also need to conduct market research related to environment in which
it is planning to expand to understand culture, preferences, needs of individuals in order to
identified target people and formulate effective strategies to influence them.
Therefore, on basis of market research it have been identified that people wants more
qualitative services which involves maximum use of new technology at affordable rates.
P5 Business plan for resort package
Business plan is a written document that contained completed detailed related to the way
specific goals of firm can be achieved in best possible manner. Therefore, business plan of Hyatt
resorts related to resorts package is illustrated below:
Executive summary
It can be stated that Hyatt resorts is planning to create new resort package so that it can able to attract
existing as well as new customer’s base to be part of organisation. Business plan has included
information related to company, market analysis, organisation and management and marketing and
sales strategies used by firm to attain its respective objectives.
Company description
The business plan is about Hyatt resorts that is resort in United Kingdom offering extreme
qualitative services to customers in order to create and maintained strong brand image. Its mission
and vision statement is to offer a place where customers can enjoy their leisure time and money in
best possible manner (Moro and Rita, 2016). So, overall purpose of firm is to earn maximum
profitability and market share by meeting customer’s expectancy.
Market analysis
It have been analysed from market research, that people are more interested to have products or
services at reasonable prices. They want more hygiene and safe facilities to stay at place outside their
homes in order to have enjoyment.
Organisation and management
Company have appropriate organisational structure that contributes in better coordination of several
employees towards attainment of common goals. Organisation of resources and clearly stating roles
and responsibilities of each individual within firm has saved lot of time and efforts of firm. Hyatt
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resorts have make use of effective management strategies that has helped in removing key obstacles
and making optimum utilisation of resources for growth and development of firm.
Resorts package
Hyatt resorts is introducing new resort package in which it offer customers dinners facilities for
couple along with Champaign for two night at just £150.
Marketing and sales
Company in order to promote new resort package have planned to make use of digital technology
like social, content and email marketing to attract wide range of customers within organisation (Ahn
and Back, 2018). Personalised mail will be send to customers related to resort package so that they
can be easily influenced and sales of firm can be enhanced in limited time. It will post image, videos
on social sites like Facebook, twitter and Instragram so that people can get aware of new resort
package. It has also planned to make use of mouth publicity by delivering best services to several
customers. Official website will also act as marketing strategy of firm as customers can easily review
feedback, services and facilities provided by company. Thus, make online booking of room in resorts
as per their needs and requirements through smart phones.
Funding projection
Basis Expenses
Raw material cost £500
Research analysis expense £2500
Wages to employees £1500
Marketing cost £1000
Stationery cost £ 500
Total £6000
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M3 Critical analysis of needs of customers and resort package that helps in maximising
profitability of enterprise
It can be understood from above discussion that analysis of customers needs helps in
finding right strategies or resorts package that can influence millions of customers to choose
Hyatt resorts for satisfaction of their needs.
LO4
P6 Different sustainable approaches, practices and initiatives implemented by firm
Sustainable management have become one of the crucial part or practices of number of
organisation that are operating in tourism and hospitality industry. Therefore sustainable
approach, practices and initiative implemented by Hyatt resorts can be illustrated as follows:
1. Company have tried to make best utilisation of available resources thus contribute in
reducing overall wastage of products and services. It has trained employees about the
way particular task can be completed and best or maximum outcome can be delivered to
customers (Seraphin and Ivanov, 2020). Thus, standard procedure has helped in making
best use of resources and protect environment from several danger or harm.
2. Another step that is initiated by company is to promote ethical, value and belief within
organisation that means each employee needs to give respect and recognition to each
other for their hard work and determination. Hyatt resorts through promoting principle of
equality have motivated employees to give their best thus promote growth and
sustainability of enterprise for longer time frame.
3. It has also planned to take initiative to preserve water and electricity so that it can be
available to other people that are living in specific society. Like to ensure that lights and
fan are switched off when nobody is in room, tap are closed so that water cannot be
wastage are few measures taken by company to promote sustainable practices within
organisation (Bondarenko, Efremenko and Larionov, 2019).
M4 The way sustainable approaches helps in creating strong brand image of enterprise
So, it can be illustrated that company through effectively making use of different
sustainable practices or approach is able to create strong brand image in minds and hearts of
customers. Company through satisfying their employee’s needs is able to deliver best services to
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tourist which lead to mouth publicity and creation of strong reputation so overall it helps in
achievements of end goals of organisation.
CONCLUSION
It can be concluded from above report that management of organisation is process
associated with planning, organising, controlling and coordinating so that end outcome can be
achieved. Several packages of resorts help company in enhancing their profitability and sales
volume by adding new customers within organisation. At last it can be summarised that company
through implementing more sustainable practices can easily gain competitive advantages in
tourism and hospitality sector of UK.
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REFERENCES
Books and journals
Ahn, J. and Back, K. J., 2018. Integrated resort: A review of research and directions for future
study. International Journal of Hospitality Management, 69. pp.94-101.
Bondarenko, V. A., Efremenko, I. N. and Larionov, V. A., 2019. Marketing strategy for hotel
and tourist complex companies.
Fesenmaier, D. R. and Xiang, Z. eds., 2016. Design science in tourism: Foundations of
destination management. Springer.
Fyall, A. and Garrod, B., 2018. Destination management. The SAGE handbook of tourism
management: Applications of theories and concepts to tourism, 1. pp.91-110.
Grilli, G and et.al., 2020. Prospective tourist preferences for sustainable tourism development in
Small Island Developing States. Tourism Management, 82. p.104178.
León, C. J. and Araña, J. E., 2020. Tourist sustainable behaviour and personal
communication. Annals of Tourism Research, p.102897.
Mandina, S. P. and Shamuyashe, T., 2017. Unlocking Tourism Value through a Tourist
Experience Management Paradigm. International Journal of Social and Business
Sciences, 10(11). pp.3753-3757.
Moro, S. and Rita, P., 2016. Forecasting tomorrow’s tourist. Worldwide Hospitality and Tourism
Themes.
Munandar, A., 2017. The Business Strategy and Management of Tourism Development for the
Growth of Tourist Visits. International Journal of Economic Perspectives, 11(1).
Mustafaeva, Z. A., Tappaskhanova, E. O. and Thamitlokova, Y .O., 2020, May. Digitalization of
Tourism: Creating Tourist Information Center. In 2nd International Scientific and
Practical Conference “Modern Management Trends and the Digital Economy: from
Regional Development to Global Economic Growth”(MTDE 2020) (pp. 450-456).
Atlantis Press.
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Pagliarin, S., 2017. Working leisure: entertaining guests in gated tourist resorts. Leisure
Studies, 36(6). pp.752-763.
Rutelione, A., Hopenienė, R. and Žalimienė, K., 2018. Linking Destination Brand Personality,
Self-congruity and Tourist Behaviour: A Local Spa resort case study. Lex localis-Journal
of Local Self-Government, 16(2).
Seraphin, H. and Ivanov, S., 2020. Overtourism: A revenue management perspective. Journal of
Revenue and Pricing Management, pp.1-5.
Usakli, A. and Ozturk, Y., 2017, October. Resort Hotel Experience and Tourist Loyalty:
Exploring the Moderating Role of Gender. In Global Conference on Services
Management (GLOSERV 2017) (Vol. 10, p. 62).
Zakharchenko, P and et.al., 2019. Modeling Expectations of Resort-Tourist Market.
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