Feasibility Report: Hospitality and Tourism at Mornington Beach Resort

This report provides a comprehensive overview of the proposed Mornington Beach Resort in Australia, focusing on key aspects of its development within the hospitality and tourism industry. It begins by examining the locational factors influencing the resort's establishment, emphasizing the importance of a peaceful environment, proximity to attractions, and convenient transportation. The report then identifies the target market segments, including families, couples, business travelers, and tourists, and discusses strategies to cater to their specific needs. A detailed analysis of the design, planning, development, management, operation, marketing, and sustainability of the resort is presented, highlighting considerations such as architectural planning, building materials, interior design, guest activity programs, and environmental impact. The report concludes by emphasizing the importance of addressing planning regulations, site capacity, natural environment, and local community factors for the successful development and operation of the Mornington Beach Resort. Desklib provides access to this and other solved assignments for students.

Running head: HOSPITALITY AND TOURISM
Hospitality and Tourism
Name of the Student
Name of the University
Author’s Note

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Executive Summary
The report provides an overview of opening of beach resort in Australia. The first section of this
study highlights on the overview of the resort and the locational factors determining this resort.
The second section focuses on the target market segmentation of this proposed beach resort. The
third segment reflects on the design, development, operations, management and sustainability of
this proposed baech resort.

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Table of Contents
Hospitality and Tourism..................................................................................................................0
Introduction:....................................................................................................................................2
Overview of Resort:.........................................................................................................................3
Planning regulations:...................................................................................................................3
Site Capacity:...............................................................................................................................4
Analysis of target market:................................................................................................................5
Analysis and evaluation of key criteria of beach resort...................................................................6
Design and planning....................................................................................................................6
Development................................................................................................................................8
Management................................................................................................................................9
Operation...................................................................................................................................10
Marketing...................................................................................................................................10
Sustainability.............................................................................................................................11
Conclusion.....................................................................................................................................11
References:....................................................................................................................................13

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Introduction:
Tourism industry has developed significantly over the last few years across the world.
Resort industry has close relation with this industry, as it provide hospitality to tourists in
unknown places with many advantages including foods. This report intends to investigate,
analyse and develop varies strategies for a proposed resort in Australia (Mees, 2017). The name
of this proposed resort is Mornington Beach Resort, situated in the seaside of Queensland.
According to the report of IBIS World, resort industry in Australia has earned huge amount of
profit, chiefly because strong growth of foreign tourists across the world where countries of
Asia-Pacific have played significant role to boost resort and hotel industries’ revenue. However,
it is also essential to mention that resorts over the countries have experienced massive
competition with hotels and other facilities from where tourists can receive similar kind of
services (Patterson, I., Sie, L., Balderas-Cejudo, A., & Rivera-Hernaez, 2017). Thus, resort
owners always try to develop their resorts in such a way that these can attract both old and new
customers and consequently can earn huge amount of revenue, which further can help those
resorts to sustain under strong competitive market. Hence, to develop a resort, the owner needs to
fulfil various requirements, which the report will go to discuss further.
The entire report will describe about the proposed resort, mentioned before, under various
categories. Firstly, the report intends to provide a brief description about the concept of
Mornington Beach Resort and the rationale to develop it in its proposed location. After that, the
report focuses on target markets and other methods to meet its essential requirements. This report
will also provide a detail analysis on design, development, management, operation, marketing as
well as sustainability, based on which the proposed resort company will operate its business. At
the, a brief overview of entire discussing will be provided to conclude the entire discussion.

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Overview of Resort:
Mornington Beach Resort has considered various factors through analysing which the
proposed resort can develop its market. For doing this, the owner needs to select a proposed
location with some specific characteristics that can help the owner to earn revenue by attracting
more visitors. As visitors prefer resorts for relaxation, their first criterion is to select perfect
location that has peaceful environment. Secondly, it is also essential that attractive locations will
be situated nearby so that visitors can travel easily in these places within with lower travel costs
(Cristobal-Fransi et al., 2017). This will help visitors to reduce their time as well. Hence, the
other important criterion will be good transport through which visitors can travel all attractive
places within short time and easily. However, it is difficult to find any location that can fulfil all
of these above-mentioned criteria. As, Australia has already become a most visited place among
tourists, its hotel and resort industries have already developed significantly and as a result, they
have already occupied seaside beaches that have all requirements. In this context, the owner of
this resort needs to conduct an analysis to identify best location that can attract large number of
customers. Thus, the owner needs to address some factors, such as planning regulations, site
capacity, the natural environment and local community regarding planning and development of a
specific resort.
Planning regulations:
Selection of location has huge implications on development costs especially, if an
income-generating asset situates in nearby location. To reduce excessive complexity and
increasing comparisons over jurisdictions, it would be better to do not use existing site.
Site Location:

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The owner can use the concept of ‘central business district’ (CBD) location, where for
starrer of CBD hotels or resorts are generally located. It is essential to consider the assumption of
CBD, as planning controls in some jurisdictions can differ significantly within this boundary. In
addition to this, the value of land also changes based on its prime location.
Site Capacity:
The proposed resort will build 300 rooms along with other places, where people can
spend their time or relax. In this context, the owner needs to consider some parameters along
with industry benchmark and the site area for making a standard dimension of this resort
considering average room size, floor-to-floor heights and common area provision. This also can
help the owner to determine physical dimensions of the entire building of this resort considering
total space of the floor and height.
Natural Environment:
Natural environment is an essential factor to identify the desired location of the resort.
Visitors prefer those areas, where they can experience the beauty of the nature easily. A proper
sight of sea, clean location, trees and a distance from local residencies can help the owner to
maintain the peace as well as natural beauty of the resort.
Local community:
Local community also plays significant role to attract visitors. Visitors of foreign
countries some time visit to local communities for knowing about their life-style or culture.
Local community also welcome them happily. Local community also plays significant role to
maintain the socio-economic condition of this area as stable and peaceful with their various
activities. The owner can also use people from nearby local communities as staff of the proposed

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resort. Due to sufficient number of available labours, the owner can provide lower wages to
them. Moreover, the owner can purchase other required products for the resort from this local
community (Setyowati & Antariksa, 2014).
Hence, this section has highlighted that location plays vital role for any resort companies
like Mornington Beach Resort. It would be better for owner to address all mentioned factors for
planning and developing the entire process of making.
Analysis of target market:
Segmenting tourists is the useful way of designing, conceiving, developing and
delivering the products of the resorts to different clientele groups. The segmentation generally
informs the marketing team of the resort what the visitors want and thereby is vital component of
the consumer relationship management. Rao (2016) opines that segmentation has been employed
successfully at times as the basis for demarketing of the tourism destinations. While assessing
the different market segments, the management team of this resort will firstly examine the size of
market segment, structural attractiveness and growth of every segment while considering their
strategic goals and resources. However, these assessment criteria might help the management
team to decide the total number and the segments they might be better and profitable serve. The
management of this Mornington Beach resort can target several segments with various offers for
every segment or target small segments and individual tourists or visitor.
The target market of this beach resort are – families, couple, business people and tourists.
The management of this beach resort are looking at high annual income of the people and their
better expenditure capability. The Australia tourism market can be segmented into following
categories-

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 Demographic-This development of this resort will be looking to target demographics that
include young couples and visitors. This is mainly because of the environment and nature
of Australia and the overall charm of this location is suited for the young married
couples. Targeting the older audience or tourists for this business might not be advisable
since crowded nature of this business might not suit peace loving older individuals. By
focusing on the occupation of the individual, the managers of this business will look at
young office moving clients as well as students who are mainly searching for breaks for
avoiding any kind of risk variedly and effectively.
 Psycographic- This resort will be targeting the audience or visotors who are looking for
highly comfortable service since that this service provide at least and cannot afford in
changing its brand image from other enterprise. Moreover, it might also give sam kind of
services at less price for those visitors who are looking for comfortable facilities as well
as services.
 Behavioural- In form of huge range of products or resources, this resort might look to be
attending to visitors who needs their stay based on needs. Moreover, this beach resort will
target these visitors during any kind of climate change in the nation.
Analysis and evaluation of key criteria of beach resort
Design and planning
Planning and design of Mornington Beach Resort includes actual architectural planning,
creation of resorts and architectural drafting. Rutty et al, (2015) opines that resort design and
resort planning involves coming up with suitable location for resort, proper building materials,
interior as well as exterior designs of proposed resort and making decision on proper services as
well as facilities to be provided by the management of this resort. Design of Mornington resort

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involves implementation of effective strategies, which helps to ensure that proposed buildings of
this resort are conducive for the people. This is mainly preceded by assessing environmental
conditions in Australia for determining whether environment adversely influences individual and
how its impact might be adjusted for suiting the proposed business idea. However, design of
Mornington resort is generally informed by resort planning, which involves site planning.
The initial procedure of this resort construction includes planning of site where it will be
developed. The procedure generally includes researching on location of proposed resort that will
be near the beach and settings of other features. The planning of site also looks forward in
establishment of natural environment of Australia and its impact and also on how its impact
might be controlled so as to protect tourists from harshness of effects (Dredge & Jamal, 2013).
Once the planning of site been conducted, design and planning of resort architecture will be
done. Both the exterior as well as interior design will be determined under resort design and
planning. The exterior designs of this resort involve- determination of building materials that
might vary from timber to stone based on suitability of resort site. In addition to this, roofing
style of this resort will be done based on its suitability of withstanding change in climatic
conditions. Another problem that might be taken into account while designing exterior part of
resort is its front porch and verandas. Even the ventilations in building will be assured so that
maximum circulation of air is attained. Likewise, the interior designs of this resort will include
various fittings in building that can be cleaned and replaced with ease. The interior designs will
also involve proper positioning of room accommodation with attractive setting and other open
layout. The planning as well as design of guest activity program will be considered relevant to
target market. Effective guest activity programs must be enjoyable, benefit individual

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emotionally, socially, cognitively and spiritually. The guest activity programming will involve
steps that include-
 Assessing the requirements of guests
 Defining activities for meeting the requirement of guests
 Performing activity analysis for meeting the activities
 Administering the activity programming
 Assessing the experience in respect of the success in meeting needs of guests.
However, these activity guests programs will help the visitors to meet the guests expectation
of service.
Development
In the present decades, growth of costal tourism has occurred significantly and thus has been
bringing huge economic benefits to the host communities. Development of beach resort might
create several problems for the managers owing to inability on part of stakeholders for making
sound decisions regarding sustainable design and in part to complexity of sustainability problems
and lack of comprehensive decision- making tools for assisting them (McKay, Brander & Goff,
2014). Development of the Mornington beach resort will involve accessibility of water and beach
improvements. Several developmental issues might occur and so it will be addressed for meeting
the waterfront requirement of visitors as well as locals. However, beach improvements and
improved accessibility of water will give enhanced opportunities for tourism, entertainment and
recreation (Phillips & Moutinho, 2014). The specific initiatives that will be taken under this
project involve-

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 Identification of new as well as existing beach access sites and development of proper
multi-modal accessibility, amenities and linkages to the existing network
 Maximizing safe public accessibility opportunities to working harbor via strategic capital
investment (Benur & Bramwell, 2015)
There will be development of new ambassador program who target is to enhance community
development via strengthening local knowledge as well as sharing information with the visitors.
Another reason behind development of this ambassador program is to provide leadership skills
and better service to workers, business owners and residents and providing support to service
sector as well as local community. This program will also help to deliver vital regional
information as well as training that is intended to build high capacity within local service sector
while motivating civic responsibility, community engagement and volunteerism.
Management
The management plan of beach resort will be designed to collate existing information
relating to resort as well as beach management operations into transparent plan. Buhalis and
Crotts (2013) cites that beach resort management seeks in maintaining or improving beach resort
as recreational resource, while giving facilities that meet requirements and aspirations of the
visitors. It involves framing as well as policing necessary regulations as well as decisions on
designing of structures required to facilitate use of beach environment. While managing this
beach resort, certain guidelines will be followed keeping tourism as priority. Where resources are
restraining factor, more priority will be given to these factors that reduce risk of public health.
For managing the beach resort, special focus will be given on estates as well as valuations that
includes proper processing of concessions and license details. In addition to this, significant
development and management will also be done ion illuminating resort. Effective management

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will be done on safety aspects of the visitors so that the environment of the resort does not
adversely influence their health. Emergency vehicles for accessibility to beach areas will be
provided to the visitors and properly signposted. Moreover, the information boards will be
properly displayed to the tourists so that the visitors can be aware of visiting the resort sites.
Operation
The beach resort operations are done with the focus of ensuring high quality consumer
service, owner and tourists satisfaction. The operations team of this beach resort will focus on
proper utilization of resort supplies and resource (Mok, Sparks & Kadampully, 2013). As the
beach resort operator has complete picture about the resort characteristics, all the decision
elements regarding daily operation of this resort will be taken by this operator. Apart from this,
the beach resort operator will take decisions regarding beach and also take proper action as
requested by authority in any case of emergency situations. There are several other
considerations that the operator must take into account while designing facilities in supporting
the visitor’s needs and preferences. In fact, the resources might create some issues and this
provision of facilities must be prioritized based on the needs and uses of the tourists. The beach
resort operator will take into account the monitoring for the potential health issues and its
associated management actions while developing areas for recreational water utilization.
Marketing
According to Zeng and Gerritsen (2014), marketing for beach resort is vital tool that
helps to create value for tourists and build better relationships with them for ensuring that they
attain visitors value in return. As the beach resort looks in attracting vacationers, an individual
must take into account several factors that facilitate to generate huge traffic in its website and
convert them to visitors. Chung & Tung (2013) suggests that social media is one of the important