International Resort Management: Challenges and Strategies

This report provides a comprehensive analysis of international resort management, exploring its operational aspects, planning strategies, and the challenges it faces. It begins with an introduction to the hospitality industry and the significance of resort management, emphasizing its growth and dynamic response to tourism trends. The literature review delves into the core concepts of international resort management, the development of resorts in Rhode Island, and resort management practices, specifically focusing on the Ocean House Rhode Island resort. The report examines operational aspects such as service integration, consumer needs, and legislative frameworks. It also details planning and management structures, comparing functional and hierarchical approaches, and highlighting the importance of effective management for business growth. The report concludes with recommendations for sustainable growth and customer satisfaction within the competitive global environment.

INTERNATIONAL
RESORT
MANAGEMENT

Table of Contents
INTRODUCTION ..........................................................................................................................1
LITERATURE REVIEW................................................................................................................2
International resort management.................................................................................................2
Operational aspects of international resorts................................................................................4
Planning and management of international resorts ....................................................................5
Quality aspects of resort management........................................................................................6
Environmental and socio cultural impact of resort management................................................8
Challenges faced while managing resort functions (250)...........................................................9
CONCLUSION AND RECOMMENDATIONS .........................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality industry is one of the world's largest service providing industry across the
globe. It is segmented into numerous kinds of services which broadly includes lodging,
transportation,hotels and resort management, cruise line along with some additional services in
the line of tourism industry (Prideaux, 2009). After the era of global recession in 2007-08, this
industry was seen with a rapid growth all over the nation. People demanded more luxurious and
leisure time in order to get rid of their frustration and as a result this industry gained a lot in
satisfying all such demands. People were now strengthen more by disposable incomes in their
hands and this helped the industry to widen its scope in almost all categories inducing theme
parks, amusement parks, accommodation, food and beverages and the like products.
Resort management is one of the leading services being provided by hospitality industry.
The word “resort” itself reflects the meaning of the term resort management. Broadly it includes
the activities which enables an individual to prepare and plan his/her holiday in a systematic and
organised approach considering all the major aspects which they need in the field of travel and
tourism (Sharpley 2009.). The major activities which the resort management includes are proving
the customer with all the necessary and luxurious amenities such as drinks, food and beverages,
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accommodation, sports, lodging, shopping and entertainment. The role of resort management is
significant in sustaining the destination image of tourists along with creating loyalty and brand
image of the respective resort. This industry has gained a tremendous growth in the recent past
because of increased tourism activities within the economy. One of the major phenomenon
which leads to its rapid growth is its dynamic response to the changes and developing a
sustainable tourism policies to create a positive impact on the goodwill of the resort (Goodall and
Ashworth, 2012). In spite of its rapid growth, the industry faces the major challenge to enhance
and expand the tourism capacity without depleting the natural resources in the context of using
land and trees for various purposes. If this sector is to gain outstanding economic impact, it must
be systematically organised to achieve the goal of customer satisfaction, integration of
community along with the protection of resource.
The present report clearly examines the factors which leads to the tremendous
development of international resorts in competitive global environment. The file deals with the
current scenario of international resorts along with the management and operational issues
related to it. It also emphasizes on the recent measures taken to implement resort planning and its
environmental and socio cultural impact in the competitive market. The report will analyse the
services that the business provides in the international market and its impact on consumers as
well. In order to analyse the detailed business operations for the same Ocean house, Rhode island
resort will be taken into consideration. The report will analyse the detailed information about the
functions of the resort and its impact on the business as well.
LITERATURE REVIEW
International resort management
International Resort Management is one of the fastest growing service provided by tourism and
lodging industry. It has gained a worldwide exposure because of the continuously increased
number of tourism across the globe. This is a sort of management technique which simply
reflects a programme designed and executed with a view to provide customer relaxation and
comfort in the context of accommodation, food and beverages, drinks, sports, entertainment and
the like products in the course of their travel. The resorts are generally located in the areas where
there is less population thereby offering relief and peace of mind to its customers. The most
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distinguishable factors which the resorts offers are the tremendous range of recreational
amenities along with the favourable climate.
International Resort Management significantly focus on its two important market areas,
firstly, to group its business and secondly, to provide pleasure time to its travellers. By focusing
on these two major markets, the industry faces all the challenges with its great strength and
achieve the heights of success. Moreover, this sector is greatly influenced by the transportation
aspect and tremendously lays a crucial impact on the overall development of international resorts
and its operations. Following are some of the recreational amenities provided by the world class
resorts. These are-
 Spa
 Beaches
 Golf
 Hiking
 Tennis
 Cultural tours
Generally, the resorts are categorized on the basis of favourable climate and the list of amenities
and recreational activities they offer. Following are the segments on which the resorts are
broadly characterized (Moutinho, 2011). Some of these are mountain based resorts, beach and
marines resorts, golf based resorts and speciality resorts.
Amongst all, mountain based resorts are one of the most popular and stagnant resorts in terms of
its business. These resorts provide the customer with the facility to plan their holiday in a
mountain based area. These resorts never go down of their business because of its unique
location which is preferred by people all over the year without any seasonal barriers. For instance
during hot season, people visit these resorts to avail cooler temperature. Alternatively they
provide the facilities of ice climbing, ice skating, snowboarding during winter. Therefore,
irrespective of the seasonal issue, these kinds of resorts gain a wider popularity and is preferred
by the people on a prior basis (Murphy, 2009).
Along with the line, beach and marine resorts are also the eye seeker in a greater
perspective. It is one of the leading destination amenity with beach as one of its core attribute.
People having interests in beach and its related activities are the main customers of these resorts.
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In addition to it, speciality resorts are one of the growing resort which promptly includes the
services such as spas, pools and indoor water parks.
Key shaping the development of International resorts in Rhode Island
It can be assessed that the development made in the international resorts in Rhode Island
attracts tourists from worldwide. However, through attracting wide range of tourists it helps in
improving the economy of the country. Developing international resorts and managing them at
international level helps in developing the brand image of country and raises the economic
standard as well. It also provides wide range of job opportunities as per the demand of
consumers and thus improve the living standard of people in the country. Through improving the
Rhode Island it enhances the tourism activities and thus achieve customer satisfaction by
delivering quality services (Moutinho, 2011).
Resort management practic es and issues at Ocean house, Rhode Island resort
Here, management of Ocean house needs to develop effective practices through which
resort can develop its products or services as per the clients need and thus enhance the sales
through customer satisfaction. It is essential for resort to practice effective hospitality services in
order to maximize customer needs and preferences so that large number of tourists can be
attracted to stay in the luxurious resort and consume its services. Company is planning to provide
best in house services to their guests so that they can carry out mouth publicity and thus improve
business performance (Hospitality Management Overview. 2013).
Operational aspects of international resorts at Ocean House Rhode Island resort
Reports and researches has analysed that resort management is one of the crucial and
significant aspects of managing operational functions for travel and tourism of the visitors.
Companies are currently focussing on delivering operational intelligence in order to provide
leisure experience top the visitor. According to Ford, Sturman and Heaton (2011) the operational
aspects of resort management demands integration of different functions and services. It focuses
on coordination with international service providers, analyse different provision of services,
develop measures for enhancing consumer services within the market, collect information and
analyse legislative frameworks of different companies. Gill and Williams (2011) mentions that
coordination plays a significant role in resort management function as it develop a base for
service operations. Lack of effective coordination may results in developing a planning gap for
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the business which may be ineffective for delivering quality experience. In addition to this
provision of services is the operational measure which focuses on seeking variety of service
range for different consumer demands. According to Harrington and Ottenbacher (2011) the
success of resort operations depends on effective integration of service range. This helps in
delivering positive consumer experience and delivering quality results for the service users.
Apart from this analysing range of consumers service regarding accommodating facility,
transportation, entertainment, package customization etc. also is a significant business operation.
Moreover, collection of information is crucial for planning and understanding the needs and
demands of the consumers. It helps in delivering appropriate services to the consumers. All
these measures collectively helps in delivering a successful travel experience to travellers and
consumers. Integrating business operations as per the legal and legislative aspects of the country
is one of the most challenging part of the business operations. This business operations according
to Kubota and Shimano (2010) focuses on integrating the demand of the country with individual
consumer needs. Companies are presently focusing on adopting innovative and creative
measures for business operations in order to develop high measures for growth and success
within the market.
Planning and management of Ocean House Rhode Island resort
Every business units operate according to the set structure and format. This helps it in
creating a wide and effective impact on the business growth and development. An effective
business structure and management measures helps in developing a competitive edge for the
organization within the market (PICKERING, Castley and Burtt, 2010). Function of Ocean
House Rhode Island resort focuses on delivering valuable services to its guests by providing
wide range of quality and customised service range. In order to ensure effectiveness of the
business operations Rishi and Gaur (2012) determined the essential need of integrate
management structure. Different business units manage the business structure in unique manner.
The most common structural measures adopted within the industry includes functional
management structure, hierarchical management structure and individual management structure
according to regional demands.
In order to effectively manage the diverse functions of Ocean House Rhode Island resort
this helps a business unit in creating an effective impact on the growth and developed of the
business unit. There are examples of successful business units which has adopted measures to
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attain high measures of growth (Tsai, Pan and Lee, 2011). Tomas Cook a leading travel company
has adopted functional management approach for effectively managing the business operations
of the company. The company here has effectively developed different department of functions
such as finance, marketing, Human resource, planning, innovation etc. each department
responsibly integrate the business functions to attain the common business objective (Wagen and
Goonetilleke, 2007). For example finance department of the company focuses on developing
budgets, plan expenses and forecast sales plan for the business, similarly marketing department
focuses on developing promotional plans, publicity measures and sales enhancement measures
within the market. Hence, every department focuses on managing their individual functions
while integrating business functions to attain common business goals.
Cosmo level on the other hand is an independent tour operating company which is
successfully managing resort management functions in different parts of the world. This
company has adopted hierarchical structure of management. Ocean House Rhode Island resort
has developed a well defined measures of structural level for the business and has defined
individual roles and responsibilities accordingly. This has helped the business in effectively
managing every task and infusing effective measures of control. The company through proper
guidance and planning manage organizational function and attain business objectives. Hence,
management and planning functions of the industry are managed ad maintained by adopting
unique and individual measures or organizational operations.
Quality aspects of Ocean House Rhode Island resort
Service quality according to Murphy (2012) is the assessment of how well a delivered
service conforms to client's expectations. Resort management operations is a complex and
diverse business operation. It focuses on developing a unique impact on prospective consumers
by delivering them quality travel and leisure experience service. Analysing quality aspects is a
challenging task for the business. According to Aldebert, Dang and Longhi (2011) quality
determination of service range helps the business in developing a competitive edge within the
market. This prospect helps in building trust, loyalty and satisfaction within the consumers which
encourages them for repetitive sales thus enhancing organizational growth within the market.
Different techniques are used by Ocean House Rhode Island resort in order to manage
and maintain the quality aspects of the business unit within the market. Few common techniques
helps the business unit in delivering quality services and attain high consumer support for the
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same. SERVQUAL model, RATER model, TQM, GAPS model are the common example for the
same (Becker, 2013). The key aim of quality service operations is to minimize the occurrence of
errors in the operations and attaining highly satisfied group of consumers.
SERVQUAL method is another measure adopted by Ocean House Rhode Island resort to
enhance service quality factors for the business unit. This model focuses on analysing the basic
consumer expectation and the level service delivery measures that the company has adopted in
order to create a definite impact on the business growth. This model focuses on analysing every
aspect of service enhancement through developing effective process and each process if closely
examined to determine the gap between actual services and perceived delivery standards for the
business. This helps Ocean House Rhode Island resort in efficiently understanding customer
needs and adopting practices for the same.
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Illustration 1: SERVEQUAL model of service quality
This model focuses on defining the service range on the basis of five service dimensions
which helps in developing a positive impact on the consumer experience and expectations. Every
dimension of the model helps in effectively defining and developing the business prospects for
growth and service quality. It covers the overall aspects of behavioural, emotional and basic
needs aspects of the consumers. The mentioned five dimensions covers the major dimensions of
service quality impact for the business.
Total quality management is yet another significant quality management technique
adopted by the business units. This strategy focuses on developing a crucial impact of analysing
the service quality at every aspects of operations. According to Ormiston, Gilbert and Manning,
(2008) TQM is a technique which focuses on enhancing service quality at every level of
operation. This aspect focuses on managing service excellence by ensuring efficient delivery of
service at every single gateway. For example to ensure quality food service kitchen staff ensures
quality standards of food preparation and presentation. They focus on minimizing error at this
stage (Murphy, 2012). The organization then focuses on staff efficiency and at the final stage
effective feedback is attained which helps in delivering high quality services in the organization.
Environmental and socio cultural impact of Ocean House Rhode Island resort
Rishi and Gaur, (2012) stated in the research that success of the resort management
function widely depends on the efficiency of environmental and cultural factors. Resort functions
focuses on delivering a memorable travelling experience to the employees in a new place or area.
These trips are planed by the consumers in order to gain a relaxing and quality travel experience.
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In order to manage and maintain the effectiveness of business operations companies have to
closely determine the stated factors for the business development.
Environmental impact has to closely considered by the business units. In order to plan a
business activity in other country business units has to consider the related environmental
factors. All the legislative regulations and policies are determined by the business units.
According to Tsai, Pan and Lee (2011) adhering to environmental policies helps in developing a
positive imp-act on the brand image and business relations in the foreign country. In addition to
this it helps in developing higher business opportunities for future planning and development
within the country. Similarly, analysis of cultural factors is important for the business. The
business integration measures are linked with local population. Ocean House Rhode Island resort
has to closely deal with local public their needs and demands. In order to ensure the successful
foreign operations countries must effectively determine the cultural impact and focus on
enhancing the same. Resort planning helps in developing employment measures, enhance
business opportunities and develop growth opportunities for residents of the country. Hence,
environmental and socio cultural impact is high on the economy.
Challenges faced while managing resort functions
Becker (2013) stated in the research that resort management functions are challenging for
different business units as it poses variety of challenges and issues related to the same. It helps in
creating an ineffective impact ion the business growth and development. Resort operations face
controllable and non controllable risks within the market. This create an indefinite impact on the
growth and development of business operations. The major risks defined for the same includes
natural disasters such as earthquakes (Nepal), tsunami (Coastal regions), floods etc. medical
incidences related to spreading of particular disease, Food related problems, issues arising from
weather etc., Safety issues such as attacks, kidnapping, etc. are the major challenges that the
organization face in order to create an ineffective impact on the growth and development
opportunities within the market (PICKERING, Castley and Burtt, 2010). All the above
challenges has created an effective impact on the market image and brand image of the company.
It helps in creating a wide impact on international tourist demand as well. Ocean house has
focused on developing an effective measure to control and protect its consumers from these
controllable and non controllable risks. Moreover, effective planning and well developed
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