Analyzing Resort Management: Operations, Packages, and Market Research

This report provides a comprehensive analysis of tourist resort management, focusing on various aspects of the industry. It begins by exploring different types of resorts, including beach and mountain resorts, highlighting their key features and the potential issues and challenges associated with their management. The report then discusses the operational requirements of specialist areas within resorts, such as front office, maintenance, housekeeping, and catering, along with strategies to overcome potential issues in each area. It assesses different types of resort packages and their role in fulfilling overall sales objectives. Furthermore, the report includes market research into a specific resort location to determine the needs of a chosen target market, proposing a business plan for a resort package based on the research findings. Finally, it investigates the sustainable approaches, practices, and initiatives implemented by a chosen resort hotel, St. Michael's, demonstrating a commitment to environmental responsibility. This document is available on Desklib, a platform offering a wealth of study resources, including past papers and solved assignments, for students.

Tourist Resort
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Explore the different types of resorts, their key features and potential issues and challenges of
managing them............................................................................................................................1
Discuss the differences in operational requirements of specialist areas and the potential issues
managing the different specialist areas for a range of resorts.....................................................2
TASK 2............................................................................................................................................5
Assess different types of resort packages and how they fulfil overall sales objectives,
providing specific examples........................................................................................................5
TASK 3............................................................................................................................................5
Conduct market research into a specific resort location and determine the needs of a chosen
target market................................................................................................................................5
Propose a business plan for a resort package based on the findings of market research............7
TASK 4............................................................................................................................................9
Investigate the different sustainable approaches, practices and initiatives implemented by a
chosen resort hotel.......................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Tourism is a combination of activities and services in which people are travelling from
one place to another for recreation, leisure or business purpose. A resort management is a part of
hospitality and accommodation industry which is used for relaxation and recreation specially for
those who search for holidays and vacations. In this report, St. Michaels has been taken as a
basic resort which is a type of beach resort in UK by Nigel carpenter in 2001 which provides
various facilities like spa, relaxation areas etc. This report covers various types of resorts with its
key features, its issues and challenges of managing them, different types of resort packages and
analysing the needs of customers of specific resort location. This report also covers a business
plan for resort package and different sustainable approaches and initiatives taken by St. Michael
(Mitsenko and Riznyk, 2021).
TASK 1
Explore the different types of resorts, their key features and potential issues and challenges of
managing them.
According to (Best Travel and adventure tips, 2020), A resort is a complete economical
formation which tries to give most of the traveller's wants under a single roof. There are
various types of resorts explained as:
Beach Resorts:
These types of resort are located on the coast and has a beach as the main attraction for
tourist. Resorts available close to a water body provides various activities like rafting, boating,
scuba diving etc. In context to St. Michaels resort, they provide the view of sub tropical gardens
and Gyllyngvase Beach which provides various facilities like luxurious treatment rooms,
boating, ocean view rooms etc.
Key features of Beach Resorts are :
 It includes various recreational, environment activities and some water activities like para
sailing, boating etc.
 These are hassle free resorts as they are designed to make the guests comfortable by
providing all the eatables, fun activities and luxuries.
 Going at beach side resorts bring positive changes in mood to improve the performance
and creativity.
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Issues faced are:
 Extensive use of land and water by tourism and leisure facilities.
 Pollution, waste and disturbance of fauna and local people like noise(Carlucci and
Schiuma, 2018).
Challenges taken to manage them:
 By establishing a committee of beach management who helps and make sure that beach
meets the criteria of environment management.
 By putting waste disposable bins to maintain the proper cleaning at beach side.
Mountain Resorts:
It is a place of holiday or a vacation which are situated in a hilly or mountainous area.
These type of resorts include ice climbing, skiing, snowboarding, adventure sports etc. For
example, Nevis Range resort in Scotland which is a family friendly destination for tree-climbing
courses, skiing, biking etc.
Key features of Mountain Resort are:
 Attractive and healthy view of mountains with fresh air.
 Easy access of family fun activities like climbing and skiing with beautiful scenary.
Issues faced are:
 Global warming and climate change
 It affects the animals who live in trees.
 Trees need to be cut down to make way for skiers.
Challenges taken to manage them are:
 Designing of road should be based on peak traffic where weather is not the
reason(Kothari and Arnall, 2019).
 Minimised routings through forests which reduce the damage by natural factors.
Discuss the differences in operational requirements of specialist areas and the potential issues
managing the different specialist areas for a range of resorts.
According to (Unparalled journalism, 2021), A Resort is a property located near special
attractions like sea, mountains, beach etc. It contains various operational requirements of
specialist areas for a range of resort.
Front office:
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Front office plays a vital role in resort as it is an area where guests first arrive and are
responsible for handling daily routine activities like reservation of room, housekeeping etc.
Potential issues faced by St. Michaels beach resort in front office:
 Handling multiple priorities simultaneously like attending phones with etiquette as it
represents the image of hotel. Safety and security of guests like hotel room supplies, health and comfort(Solelhac,
2021).
Maintenance:
This department maintains various systems and components used in resort which includes
lights, plumbing, room furnishing etc. to make sure that all the facilities are in good condition.
Potential issues faced by St. Michaels beach resort in Maintenance:
 By not maintaing electricity, plumbing facility in the rooms which creates negativity in
the mind of guests regarding resort and affects the reputation of hotel.
 By not maintaining housekeeping tasks like cleaning rooms, laundry which affects the
ambience of resort and its visual representation.
Difference between front office and maintenance:
Front office Maintenance
This department of resort directly interacts
with the visitors when they arrive(Rubio-
Maya, Uche and Martínez, 2011).
This department of resort directly interacts
with the front office to make sure about all the
facilities and equipments in good condition.
This department is responsible for hiring and
supervising all departments in resort.
It provides the status of room and respond to
the guest services to the front office
department.
Functions of this department includes
housekeeping, security, maintenance and so
on.
Functions of this department includes
plumbing, electrical system maintenance,
lightening system maintenance and so on.
Strategies to overcome from these issues:
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 By providing regular training to the staff which helps in making quick decisions
confidently. By developing listening skills which helps to make sure the concerns of guests are
conveyed properly.
Housekeeping:
This department is a core of all vital resort operations which contains staff members who
is responsible for cleaning duties, proper maintenance of property etc.
Potential issues faced by Mountain resort in housekeeping are:
 Increment in the expectations of guests as nowadays due to covid they want properly
sanitized rooms and common areas to be fresh and untouched. New technologies as many resorts are using robots for cleaning or serving which need to
be learned(Hontus and Cretu, 2016).
Catering:
Catering is all about the business of providing food service at hotels, resorts, aircraft etc.
which plays an important role in the promotion of local food features by providing catering
products and services.
Potential issues faced by Mountain resort in catering are:
 Wastage of food as companies may send extra ingredients to meet customer's
expectations.
 Competition in the market is very severe in the market so to remain workable, they must
offer variety of plates, use top ingredients and services.
Difference between housekeeping and catering:
Housekeeping Catering
It means regular managing and cleansing of the
resort(Kandasamy, Tseng and Boon-Hee,
2017) .
It refers to the activity of providing food and
drinks to the large number of people.
Responsible for cleaning, maintenance, public
area, back area etc.
Responsible for serving food items to clients
hosting parties, meetings and events.
Strategies to overcome from these issues:
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 Providing right tools and equipments to the housekeepers like microfibre mops which can
improve cleanliness in resort.
 Initial meeting with clients which will help in building trust between each other.
Ski Resort
These types of resorts are very eye catching and contain common features like a ticket office, ski
lodge; ski school, equipment rental/repair shop, restaurant/bar, retail, shuttle bus stop, and
parking are all common characteristics of a ski area base.
Regulations keys to operate sky resort:
 Helmets, goggles, and gloves are essential items to have on hand for a long day on the
slopes in order to be safe and warm. When skiing or snowboarding, though, common
sense is arguably the most crucial item to pack.
 Maintain control at all times and be able to stop or avoid other persons or things if
necessary.
 The person in front has the right of way. It is a job to stay away from them.
 Don't come to a halt if you're blocking a trail or can't be seen from above.
 Look uphill and defer to others while going downhill or merging into a path.
Golf Resort
Golf Resorts are full-service accommodation facilities that cater to the sport of golf and offer
access to a golf course. Golf resorts often provide golf packages that include all green fees, cart
costs, range balls, lodging, and meals.
Operations of Golf Resort:
Requires skills and talents earned over years of experience. must be able to play golf to a high
level, offer products and services, develop current golfers, and manage tee times
 The golf resort sector is one of the most rapidly increasing. Golf Resorts are full-service
accommodation facilities that cater to the sport of golf and offer access to a golf course.
 Golf resorts often provide golf packages that include all green fees, cart costs, range
balls, lodging, and meals.
 A Golf Resort, being a self-contained institution, meets the majority of a vacationer's
demands while keeping them on the grounds.
Operational requirements of mountain resort:
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 A mountain resort is a vacation or holiday destination that is located in a mountainous
terrain.
 A mountain resort is a vacation or holiday destination that is located in a mountainous
terrain.
 The phrase encompasses both ski resorts, where winter sports like as skiing,
snowboarding, ice climbing, and ice skating are performed, and summer activities
such as mountain biking, mountain boarding, and hiking.
Issues and challenges:
Health and safety:
 Food safety: To prevent the spread of salmonella or E. coli, it is critical to avoid food
contamination. Encourage appropriate food handling to avoid litigation, compensation
claims, and overall brand damage.
 Bedbugs: While this isn't the most exciting topic, it's a widespread dread held by hotel
owners and visitors all around the world. An infestation can cause a variety of health
problems, including itching and welts.
 First Aid Instructions: Because accidents may occur at any moment, it is critical that
everyone on the site has access to first aid.
Global warming:
Many sorts of tourism are weather and, as a result, climate dependent. As a result, climate
change is quite likely to have an impact on your business sooner or later. Climate change, for
example, can diminish snow cover, intensify and extend heat waves, or alter yearly rainfall
patterns.
A data monitoring system can help the resort keep track of the use of energy. Only through
monitoring can manage and, eventually, minimise. This also aids in identifying regions where
resorts use the most energy.
Have proper building management system readjusted, since pre-set parameters frequently fail to
adapt to changes in outside temps or even occupancy for all types of resorts.
Melting snow
Heating the entire surface is not usually necessary.
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Only the little places where the car tyres come into touch with the surface need to be secured in
garages and driveways. A linear drainage system is essential for driveways with steep slopes to
drain the water from melting snow and ice. This passage must also be kept clear of ice.
Following the revoke of Ban, and indeed and leads to the abolish of Prevention, each state was
charged with devising their own systems for controlling the alcohol business.
As a result, in some states, only one licence is required for the retail sale of alcohol, such as in
restaurants, hotels, bars and nightclubs, and package stores, whereas in others, the same business
may be required to obtain two or three liquor licences – one issued by the state, one issued by the
municipality in which the business is located, and one issued by the county.
TASK 2
Assess different types of resort packages and how they fulfil overall sales objectives, providing
specific examples.
Packages are an excellent method to increase income, obtain extended booking windows, and
reduce cancellations. Upselling is one of the many buzzwords in the travel industry - the concept
that a customer who has agreed to buy from you may be convinced to go a slight deeper and
apply a little more.
Internal:
Using internal components to assemble objects into a packaging is one method. That is, every
item is manufactured and managed by the resort providing the package. A vacation escape
package might include transference from the airport to the resort, a welcome beverage, a room
evening in children’s collection, and supper for two. The resort has its own shuttle bus for
transportation, a lounge bar for drinks, and a restaurant for meals.
External:
A combination of internal and external components is another approach to group stuff. A "Night
on the Town" package might include a hotel night, a drink, a theatre ticket, and a sightseeing
coupon. In this situation, the resort merely controls the accommodation and the drinks, while the
entertainment and the sightseeing are provided by third-party operators.
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Some common resort packages are: Adventure package- This type of package encourages a person to come out from a
comfort zone by engaging in exciting physical, natural or cultural activities. In case of St
Michaels, this resort provides an adventure package of water sports like river rafting,
surfing, sailing, parasailing etc. to attract more customer's, St Michaels has special
offering in which fee of one adventure is free on buying tickets of two adventure games.
This offer excites and encourages the guest more. Family package- This package refers to the guarantee of relaxation for a complete
family. As spending time with family members is the best part and a great feeling for
every person, this package provide a good relaxing time for family. In context to St
Michael resort, if this package is provided by them then they provide various activities
like enjoying the scenic beauty, beach view, garden kitchen, games like tennis etc. and
give a huge discount. This will help St Michaels in spending a quality time with family.
 Honeymoon Tourism Package- This package refers to the spending quality time each
other, to get to know each other and good start to a lovely and romantic life. In relation to
St Michael, this package will provide various scenery and natural view of water and
mountains, adventure, proper dining hall etc. by giving discount. This will give St
Michaels some personal time away from busy schedule which enable them to connect
with partner and enjoy each other's presence.
E-solutions for dynamic packaging:
Customers may acquire bespoke travel packages made up of numerous commodities such as
hotels, flights, car rentals, attractions, and activities thanks to dynamic packaging technology.
The key difference between tours as they were and dynamic packages is that consumers in
dynamically created tours may design their journeys through a single packaging interface and
obtain a comprehensive price estimate based on individual pricing and availability of each
component.
Resorts and airlines can also benefit from dynamic packaging. Resorts and airlines can enhance
direct reservations and complete trip shopping in one location by introducing the opportunity to
order services from other vendors, such as car rentals or excursions. The client is not required to
transfer providers.
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How they fulfil sales?
ST. Michael will fulfil their requirement of sales by using a number of marketing strategies that
is online advertisement or promotion with the use of social media like facebook or instagram
which can be the best method to advertise this idea of this resort. One of the primary purpose that
social media is a very big for promotional drive is that it permits to target the people by their
demographics, involvement and attitude. Advertising is a large part of advertising on social
media. It is possibly the best scheme to use when promoting a business through social media.
TASK 3
Conduct market research into a specific resort location and determine the needs of a chosen
target market.
St. Michaels resort is located in Falmouth which is a town on the coast of Cornwall in
south-west England. Falmouth is famous because of its beautiful scenery, natural shelter,
wonderful beaches, landscapes and local attractions. Tourists want to visit at this place due to the
presence of beaches, gardens, museums, boat trip, water sports and many more. These
specialities of this town made it a good holiday and most popular destination. St Michaels offers
a range of modern accommodation options which suit the needs of visitors like Spa treatments,
ocean view, boating, garden kitchen and so on. Here is a STP model of St. Michaels which allow
it to increase the sales by defining its target market(Sva'Bana, Sanjaya and Svahilan, 2018).
STP model of St. Michael:
This model is a process of segmenting the consumers, targeting each classified groups in
accordance to their habits and priority and positioning in branding and marketing schemes to
assist their needs and expectations.
Segmentation: Market segmentation refers to the dividing of target market into accessible groups
which allows the companies to learn about their consumers. In case of St Michaels: Demographics- This approach includes age, gender, education, marital status, income,
career etc. St Michaels targets customer segment which represents youngsters, adults,
middle aged professionals with high level of income and belongs to upper social class.
They target an individual who has luxury lifestyle.
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 Geography- This approach includes country, regions, cities, state, climate etc. St
Michaels will target the customers who is located in the south-west region and located in
the Falmouth town on the coast of Cornwall. Psychographics- This approach includes personality traits, habits, attitudes, lifestyle,
interest etc. St Michaels will target the customers who have adventurous lifestyle like
river rafting, who is interested in sports.
 Behavioural- This approach includes how people use a product, loyalty, benefit, response
etc. St Michaels will target the customers who has a high status in society, luxury, who
advertise about their resort because of their loyalty.
Targeting: Market targeting refers to the choosing right segments to target and plan the
activities of marketTemenos and McCann, 2012). This will help St Michaels in building brand
awareness and improvement in marketing strategies. In case of St Michaels: Criteria size: This refers to the size of a segment and its potential for its future growth.
Resorts have already a large market size as most of the people want to plan something in
their vacation. St Michaels is already located close to the beach which is already a
benefit for the resort. Profitability: This refers to the people which determines that which segment of people
are paying most for the resort. St Michaels is already targeting people who has luxury,
high status and those who love travel on their vacations which provides profit to the
resort.
 Reachability: This refers to the ease and difficulty to reach each market segment by
considering cost of acquisition for each segment. St Michaels targetting families,
couples , business travellers, global travellers etc. in a very affordable cost near the beach
which provides easy reachability of visitors in this resort(Yang and Lau, 2019).
Positioning: This is the final step of this model to display an image or identification of a product
so that consumers identify it in a definite way apart from the competition. This will help a
company to stand out in the crew of marketers. In case of St Michaels, there are many resorts and
hotels available but this resort fulfil visitor's self-esteem by providing excellent facilities which a
visitor wants like luxurious rooms, boating, swimming pool etc.
Types of Market Research:
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