Tourist Resort Management: Business Plan and Sustainability

This report delves into the multifaceted world of tourist resort management, encompassing a comprehensive analysis of various resort types including beach, ski, luxury, economy, and golf resorts. It explores their key features, operational requirements, and associated challenges, providing insi...Read More

Tourist Resort
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1: Different types of resorts, key features and potential issues and challenges...................1
P2: Differences in operational requirements, issues management with solutions..................3
P3: Different types of resort packages and fulfilment of overall sales objectives.................4
P4: Market research resort's location and determine the needs of a chosen target market of
Royal Albion Resort-Beach based resort...............................................................................6
P5: Proposal of business plan for a resort package based on market research and findings..7
P6: Investigation of sustainable approaches, practices and initiatives implemented by Royal
Albion Resort..........................................................................................................................9
CONCLUSION................................................................................................................................9
References:.....................................................................................................................................10

INTRODUCTION
Resort management is defined as the management of hotels, spas, casinos, swimming
pools, gardens and many more. It is a part of hospitality industry. Resort is itself a vast area to
cover everything which includes all the entertainment parts. Therefore, there are different
managers handling different departments in a resort, for example, there is a separate manager for
food department, maintenance department and overall manger also which looks overall
operations of the resort (Journal of Tourism Research & Hospitality, 2018). Here the resort
chosen is beach based resort-Royal Albion Resort, it is based in UK. It provides amenities like
Wi-Fi, breakfast, accessible, air-conditioned, pet-friendly, beach access and many more. The
following discussions are based on the study of different types of resorts with their features,
issues, operations, packages they offer, sales objectives and solutions to the challenges. Market
research, needs, sustainable approaches, practices and initiatives in context of Royal Albion
Resort.
MAIN BODY
P1: Different types of resorts, key features and potential issues and challenges
Beach Resorts
Resorts which are based near beaches are generally categorized in beach resorts. Key
features of beach resorts are: resort is itself near a ocean is the biggest feature, people can pursue
various beach activities like paragliding, jet skiing, scuba diving and many more. Beach location
benefits the managers in marketing because it provides the beautiful view, lowering stress of the
customers and many more which can be specified by the manager at the time of marketing. But
issues related to it are, customers mainly expect less prices of food, drinks and tours. They
usually complaints about the crowd on the beach if someone wants privacy. Maintenance of
beach is a must but it is costly though (Ahn and Back, 2018).
Ski Resorts
Resorts which are designed for snowboarding, skiing and other sports usually played in
winters. They are mainly located on hills and mountain areas. Key features of ski resorts are:
most of these resorts are marked with various path ways like pistes, trails and runs. These areas
are generally having more than one chairlifts for the skiers to move rapidly at the hills on top,
these interconnects the different types of trails also. Rope tows are also used in bunny slopes or
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beginner hills. Ski resorts are considered little bit expensive due to it's hills location and
awesome view and people also agrees to pay the same. Issues related to it are: economic risk,
weather problem, competition and high safety measures.
Luxury Resorts
Resorts which are provides almost everything to the vacation-er comes under luxury
resorts as they charge high for every facility they are providing to the customers. Key features
are: they offer various entertainment options and availability of activities like discounts, loyalty
cards, excursion options, wine bottles, spas, sports and many more features which adds the worth
of the luxury resorts, all these features can be cost effective and provide the options for the
managers for marketing strategies of the resort. Issues related to it: often changing luxury trends,
developing and maintenance of brand, dynamic demands of the consumer and maintaining
authenticity (Ahn and Back, 2018).
Economy Resorts
Resorts which are low in cost and can fit to the lowest budget are considered as economy
resorts. They provide basic utilities at less prices and they beneficial for those people who look
for value for money. Key features are: amenities which are provided by these resorts are
common kitchen, wash rooms and many more. Managers targets those people who mainly from
middle class families, they book either for the marriages or parties. Issues related to it: operating
cost are high, insecurity and more competition. Most of the middle class people books hotels
instead of resorts for saving money and rich society prefer luxurious resorts that is why there
sales are low due to these problems (Ahn, Back and Lee, 2019).
Golf Resorts
Resorts which provides services to play a sport of golf with all the associated facilities
like accommodations, balls, meals, cart fees and many more are considered as golf resorts. They
also provide the basic services like entertainment, kids club, offerings and family
accommodations and many more. Key features are: this resort is chosen by a person for the
purpose of mainly to play golf, it provides both the enjoyment like visual and participatory.
Issues related to it are: cost is largely high to bear, dress codes, limited food options,
maintenance of golf ground on a sustainable basis is difficult, low awareness of such sport to
play and there are rare people who prefer golf before other enjoyment options.
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P2: Differences in operational requirements, issues management with solutions
Beach Resorts
Operational requirements of beach resorts is mainly focused on water management. Some
resorts build up the artificial beach and some are located originally on the beach side. The resorts
who are artificially developed their beaches needs to focus more on water quality, purity and
hygiene. The ones who are originally situated needs to focus on the safety and it's deepness.
Cleanliness is highly mandatory in beach based resorts because it directly deals with the nature
which every customer expect it to be natural. Solutions to the key issues can be: try to influence
customers that the price they are paying for the services they are provided are worth paying for
them. Crowd management can also be done by imposing some norms on the customers while
sitting beach side of the resort.
Ski Resorts
Operational requirements of ski resorts are to mainly focus on the safety measures of the
customers because they are located on mountain or hills. Operations are carried out in ski areas
which mainly includes avalanche control and slope maintenance and operations. Management of
snow, ticketing systems, rental and store facilities are also major operations in ski resorts. All
these are managed by standard operation procedures for effectiveness and efficiency. Emergency
plan are also included in operations of ski resorts. Solutions to the key issues can be: permit the
guest or confirm the bookings depending on the weather, weather forecasting is important
because it is highly required for safety measures and this feature can give the resorts a
competitive advantage (Bancoro, 2020).
Luxury Resorts
Operational requirements of luxury resorts mainly focuses on the quality of service, food
management, human resources and training and development of staff so that they can attend the
customers in the way the consumers wants the staff to treat them. Customer must realize that the
amount they are paying for luxurious services are worth paying it so that the resort can gain
brand image and loyalty from customers. Solutions to the key issues can be: resorts must manage
the technological advancements so that authenticity can be maintained through it. Training of
marketing team is highly needed for better market research so resort could operate it's system in
more trendy way and could manage the changing demands of the customers (Kravchenko and
Gura, 2018).
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Economy Resorts
Operational requirements of economy resorts are to focus on the basic services which
every hotel or resort provides like executives, services of front desk, housekeeping, maintenance,
accounting, sales and marketing, kitchen hygiene and many more. These resorts are low in prices
so they just need to ensure the basic services to the customers so there is no complexity
regarding operations of such resorts. Solutions to the key issues can be: try to reduce the
operating cost, implementation of high security so that customers don't feel unprotected living
there and try to provide the services to the customers with the same rate as hotel so that they
prefer resort over hotel and this can be done by controlling the cash flow within an organization.
Golf Resorts
Operational requirements of golf resorts are to focus on the sustainability of the resort as
well as the environment also because they are providing the ground to people to play golf and
giving facilities of every equipment to play because the people who visits these types of resorts
have the main purpose is to play the golf with a family or friends. Moreover, other operational
requirements are to facilitate with good well furnished living and food and to provide better
living in the resort. Solutions to the key issues can be: cost can be effective if they maintain the
low bargaining power of the suppliers and customers as well, golf needs dress codes so it is
important to provide the same for better services, food menus must be proper to serve to the
people even those who do not visits for the golf only, sustainability maintenance can be kept by
the resort if they prefer the appropriate options to do so and promotions and creating the
awareness is a key point to focus on and arrangements of the activities which makes golf sport
more interesting and exciting for the people so that more and more people can visit the resort.
P3: Different types of resort packages and fulfilment of overall sales objectives
Beach Resorts
Beach based resorts packages are not very high and not very low, they are considered as
average pricing strategies. Customers generally books beach resorts in summers especially for
the holidays or summer weekends. Their packages lies between $134.84 to $269.68. They are not
very luxurious and not very economical also. They are mainly known for their beaches and
nature. It's sales objectives are usually during summers or weekends because most of the people
prefer beaches and water activities at the summer time. So they easily fulfil their sales objectives
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according to weather or seasons. Approximate average share can be $1,263,841 per year (Li,
2020).
Ski Resorts
Ski resorts package are also not very high, little bit more than beach based and economy
resorts and less than luxury resorts. Customers generally book ski resorts in winters especially
for holidays and winter weekends. Their packages lies between $300 to $500. They are not very
luxurious and not in a economy state also. They are mainly known for their mountains and hills.
It's sales objectives are usually during winters or weekends because most of the people prefer
snow and skiing activities during summers (Wilson, Whitehouse and Herron, 2018). So they
easily fulfil their sales objectives according the weather or seasons. Approximate average share
can be $1,312,104 per year.
Luxury Resorts
Luxury resorts package are very high, more than beach, ski and economy resorts. These
are booked by the rich society and they generally book luxury resorts in marriage season or for
some parties. Their packages lies between $1000 to $2000. They are mainly known for their
premium services and if a person wants to maintain it's high reputed image and status in a society
that is why they choose such a lavish resorts. It's sales objectives are usually during events
season because most of the rich people prefer high quality and superior services during their
events. So they easily fulfil their sales objectives according to the occasions. Approximate
average share can be $1,416,108 per year (Mason, 2020).
Economy Resorts
Economy resorts package are very low, less than beach, ski and luxury resorts. These are
booked by the middle class society and they generally book economy resorts in marriage season
or for some parties. Their packages lies between $100 to $200. They are mainly known for their
low price services and those people only will choose these resorts who have value for their
money more and do not have high budgets to spend. It's sales objectives are usually during
events season because most of the middle class people prefer normal quality and average
services during their events. So they easily fulfil their sales objectives according to the occasions.
Approximate average share can be $1,124,122 per year (Nicolini and Monteiro, 2017).
Golf Resorts
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Golf resort package are more than economy resorts and beach beach resorts but less than
other mentioned resorts. These are booked by the people who are majorly interested for the golf
sport and spend their holidays peacefully with golf and other facilities of living as well so they
choose golf resort. Their packages lies between $159.50 to $500. They are mainly known for
their golf ground with well maintained with all equipments of gold with dress codes and
facilities. It's sales objectives are usually during the holidays or weekends either winter or
summer, people visits to enjoy in their holidays. Therefore, such resorts can easily fulfil their
sales objectives if they focus on the promotions and target people more who are passionately
involved in the golf sport during their weekends. Approximate average share can be $1,279,900
per year.
It is important to ensure that the break even points are achieved or not or profits are made
on the provided strategies or not, so yes it can be achieved due the strategies provided because
such tactics are adopted and applied in big famous resorts and they are successful by adopting
such methods to achieve the sustainability in a resort with revenue generations.
Pricing strategies can only be competitive when resort provide something unique than
other resorts and customers feel value and worth paying those prices for the same. This needs
high innovation, creativity, cost effectiveness, good promotion and sales targets to be achieved.
E-solutions to different packaging could be offer the dynamic packages when they people
book online and different packages when they book physically, this creates the dynamism among
the people and will prefer for the electronic booking of the resort for better package systems of
the resort and implications of different packaging can be that customers can attract more and
more to the resorts when they find that there is the offers in packaging and dynamic package
system for booking the resort.
P4: Market research resort's location and determine the needs of a chosen target market of Royal
Albion Resort-Beach based resort
Target Market
Target market chosen here is tourism. Reason behind choosing target market tourism is
because type of resort chosen is beach based that is Royal Albion Resort. Generally tourist
prefers beaches for summer holidays rather than localities. It is because they desired to spend
their weekends or summer vacations in different cities with full and relaxing enjoyment where
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they can spend the money on a average basis, neither very high or too low. Therefore, this can
help in generating good sales and revenue generations per annum.
Locations
Target locations are mainly those from where customers enter into the country or a city.
Main targets are near airports or near any travelling agencies spots. Reason behind choosing such
locations are because as soon as the customers enters the city, they always searches for the
nearby stay with good services according to their holiday planned within their budget. Therefore,
resort location must be eye catching in order to entertain and attract customers so that they can
pay attention to the nearby resorts that is Royal Albion Resort. But there can be the pricing issue
because these location charges premium prices because landlords also knows the importance of
the location so they generally charge high. Hence, it needs good budget (Renner, 2018).
Needs
Customer needs are observed and analysed as a whole in a target market. Some of them
are drawn out: first of all, in a new city, tourist always looks for the safe and secure place to stay
where they can find money value, worth staying there with comfortable and relaxing shelter.
Moreover, they can definitely search for the impressive overall services with good quality of
foods and beverages and the last need observed is holiday enjoyment in summers are the most
basic need for any tourist so this can be fulfilled by beach, outdoor games and many water
activities which are usually associated with the beach based resorts.
P5: Proposal of business plan for a resort package based on market research and findings
Vision and mission
Vision of the resort is to be acknowledged as a extremely reputable industry leader in
hotel management, development and in providing worth to owners and a good place for the
teammates to work (Séraphin and Butcher, 2018). Mission is to give impressive hospitality by
following business ethics and values. Some of them are listed are: Excellence: They are committed to provide excellence with their full efficiency. Loyalty: They represents loyalty by working together with their customers, suppliers,
partners and team members to overstep mutual goals. Dedicated: They are dedicated to satisfy customers and offers stays as long lasting
memories.
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 Innovative: They perpetually tries for a perfect mixture of innovation as well as of
tradition also according to the global recent trends. Integration: They accept that integration is necessary in all their business deals.
 Respect: They respect all their teammates and partners and guarantees that their business
relationships are reciprocally advantageous.
Location strategies
Location strategies are totally analysed and by determining some factors of a business,
target market chosen is tourism and location decided is near airports and travelling agencies. So
it is important to look out facilities, feasibility, logistics, labour, site and community, trade zones,
risk associated with politics, regulation by government, environment, incentives, size, traffic,
population, total cost, infrastructure and suppliers. These are to be deeply analysed in terms of
location where the resort is to be established (Seraphin and Yallop, 2020). If research not done
before establishment then resort can go in a huge loss without any brand and customer loyalty.
Pricing strategies Cost adding pricing: It states that adding a more value after calculating the whole cost. Competitive based pricing: It states that the pricing can be done according to the charges
related to the competitors.
 Value pricing: It states that making the customer believe the worth of pricing or pricing
according to the customers worth. Price based skimming: It states that setting up of a high price initially and lowering the
prices depending upon the evolution of the market.
 Penetration based pricing: It states that the pricing can be low initially to enter the
market and raise up afterwards.
Resort has chosen the pricing strategy: cost adding pricing and value pricing. Setting up
of a price which can fulfil both the strategies. It is discussed above that the beach based resort are
usually charged between $134.84 to $269.68. So obviously, the cost must be low according to
the location, services provided, staff, operations and technology used (Song and Ryu, 2017).
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P6: Investigation of sustainable approaches, practices and initiatives implemented by Royal
Albion Resort Technology advancements: Now a days it is necessary to use the upgraded technology
for better operations and customer servicing. For example, using of social media for
marketing strategies, using of information systems software for effective management
and training to employees to operate such technologies in a efficient manner (Viljoen,
Kruger and Saayman, 2019). Natural beach: It is automatically understood that if business plan is for the greenery,
nature and beaches then it must be highly maintained so that customers could attract and
pays attentions in a resort's features and at least visit once to experience such a beautiful
view, and if the servicing is worth with the pricing then obviously, customer will
definitely visit again otherwise they switch.
 Less environmental impact: Today's generation is possessive in terms of environmental
factors, they usually visit those places which are less or not at all harmful for the
environment. Moreover, if resort supports environmental factors then these factors also
supports back in maintaining it's brand image, sales and revenue generations and
customer loyalty because this is one of the external factor of PESTLE analysis so it must
be look out for the long term stability in the market (Stankov and Filimonau, 2019) .
CONCLUSION
It is concluded that tourism resort management is the fast growing industry because
travelling now a days are considered as a passion or a hobby in today's generation. Everyone is
fond of travelling and visiting new places, capturing memories and many more. At the same,
they also expect a place where they can stay at standard prices with good food an beverages
including services. Resorts are best known for the holiday packages. This report is based on
types of resorts, it's operations, packages, marketing, locations, issues, solutions, business plan,
pricing strategies, innovations and initiatives in context of Royal Albion Resort.
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References:
Books and Journals:
Ahn, J. and Back, K.J., 2018. Influence of brand relationship on customer attitude toward
integrated resort brands: a cognitive, affective, and conative perspective. Journal of
Travel & Tourism Marketing. 35(4). pp.449-460.
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.
Ahn, J., Back, K.J. and Lee, C.K., 2019. A new dualistic approach to brand attitude: The role of
passion among integrated resort customers. International Journal of Hospitality
Management, 78, pp.261-267.
Bancoro, A.I.M., 2020. Assessment of Work Integrated Learning: A Case of International Hotel
and Resort Management Students of Dusit Thani College. Dusit Thani College
Journal. 14(2). pp.575-589.
Kravchenko, A.E. and Gura, D.A., 2018. Motor transport development management in regional
resort agglomerations: theoretical and methodological aspects. Orbis. 14(S). pp.35-45.
Li, Y., 2020. A Study of the Management Innovation Mode of Coastal Resort Hotels. Journal of
Coastal Research. 107(SI). pp.206-209.
Mason, P., 2020. Tourism impacts, planning and management. Routledge.
Nicolini, D. and Monteiro, P., 2017. The practice approach: For a praxeology of organisational
and management studies. The Sage handbook of process organization studies, pp.110-
126.
Renner, M., 2018. Crisis management in hotel business: The case of Holiway Garden Resort &
Spa in Bali and the Volcano Agung in 2017/2018.
Séraphin, H. and Butcher, J., 2018. Tourism management in the Caribbean: The case of
Haiti. Caribbean Quarterly. 64(2). pp.254-283.
Seraphin, H. and Yallop, A., 2020. An analysis of children’s play in resort mini-clubs: potential
strategic implications for the hospitality and tourism industry. World Leisure
Journal. 62(2). pp.114-131.
Song, H.R. and Ryu, W.Y., 2017. The Structure relationship between ski resort employee's
ethical management, organizational identification and customer orientation. Journal of
Digital Convergence. 15(1). pp.583-591.
Stankov, U. and Filimonau, V., 2019. Co-creating “mindful” holiday resort experience for
guests’ digital well-being. In Information and Communication Technologies in Tourism
2019 (pp. 200-211). Springer, Cham.
Viljoen, A.H., Kruger, M. and Saayman, M., 2019. Satisfying visitors’ needs: What to resort
to. South African Journal of Business Management. 50(1). pp.1-12.
Wilson, L.J., Whitehouse, M.E. and Herron, G.A., 2018. The management of insect pests in
Australian cotton: an evolving story. Annual review of entomology, 63, pp.215-237.
Online:
Journal of Tourism Research & Hospitality. 2018. Available through
<https://www.scitechnol.com/scholarly/resort-management-journals-articles-ppts-
list.php>:/
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