Comprehensive Analysis of Resort Management: Bulgari Resort Case Study

This report provides a comprehensive analysis of resort management, using the Bulgari Resort as a case study. It begins with an introduction to resort operations, highlighting functions such as coordination, communication, and customer service, and explores the roles of various tour operators like inbound, outbound, and domestic operators, and their organizational structures. The report then delves into the importance of quality systems, including legal responsibilities, health and safety measures, and the implementation of effective quality control. It also examines the five-gap model to identify and address customer satisfaction issues. Finally, the report discusses incident management, covering health and safety concerns, emergency procedures, and the importance of a safe environment for guests, including the implementation of security measures and handling complaints effectively.

Resort Management
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1 ............................................................................................................................................3
A. ...........................................................................................................................................3
B. ...........................................................................................................................................4
TASK2.............................................................................................................................................6
A. ...........................................................................................................................................6
B. ...........................................................................................................................................7
TASK 3............................................................................................................................................9
A.............................................................................................................................................9
B...........................................................................................................................................11
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................12
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INTRODUCTION
Resort management is the segment of friendliness in lodging sector which involves
various functions like overseeing lodging operations, recreational facilities and food services. A
resort is a place where people used to go for relaxation, recreation, vacation or now a days for
family gatherings and events as well like marriages, etc. Organisation undertaken in this report is
a Bulgari resort which was founded in 2012 in London, UK and provides services for
accommodation, food, etc. and also it is the most expensive hotel of London. This report will
explain the function and structure of resort operations (Amirudin and et. al., 2017). This will also
describe the importance of quality systems with procedures. It will also provide an understanding
of the management and issues relating to the incidents.
TASK1
A.
This part will undertake the two resorts namely, Bulgari resort Bali and Aristi Mountain
Resort Hotel and their relevant functions will be discussed. Resort operations are concerned with
the activities of any lessee, sub lessee, franchise, etc. which assures the recreational attractions,
accommodations, foods and beverages, activities to their customers. They are distinctive in
nature and Bulgari resorts and Aristi mountain resort hotel will perform various functions which
are discussed below:
 Coordination and handling: This play a huge role in the success of an enterprise.
Coordination is the combination, assimilation, synchronisation of the efforts of group
members to provide unity of actions in the pursuit of common goal (Armstrong and
McCarthy, 2014). It is generally practised by the top management and helps in
establishing formal and informal relations. Bookings are made by the tour operator only
after the suitable dates confirmed by the customers. The agent should enquire regarding
the availability of hotel before perusing further. Tour operators maintains good relation
with the manager of the resort and as a result, suitable services are offered to the
customers.
 Communication: It is the most important function because being a hospitality industry,
people of different countries may visit the hotel which can create the barrier of language.
So, organisations must hire the individuals who have knowledge of different languages so
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that the customers problems or requirements can be easily understood and fulfilled. If
company lacks the effective communication, then this will lead to poor customer
satisfaction.
 Customer services: Every customer who visit the hotel or resort for accommodation or
any other purpose will expect an exclusive and effective customer service (Attinà and
Irrera, 2016). It is because they paid for it. So, these restaurants must provide customer
services like providing them with facilities of pool, gym, meditation, gaming zone,
internet, etc. Apart from this, they must be provided with different types of cuisines
options and their requirements must be fulfilled so that they can enjoy their trip.
 Managing the health and safety issues: It is the responsibility of the resort manager to
assure that the place is safe for the tourists. Hoardings should be placed wherever
required in the premises so that attention can be grab by the customers. This will help the
users to be aware of the particular risky area. The manager should ensure that electrical
appliances are safe to use. Emergency procedures should be made aware to the guests.
 Contracts: These contracts will be constituted with the permanent employees by
defining the various terms and conditions of the employment which is required to be
negotiated with the temporary employees. Agreement should be made by the resort
managers for the purpose of booking rooms for the tourists by identifying the required
demand and availability.
B.
Travel agents are increasingly becoming highly competitive and they work to accomplish
their targets by operating in the international as well as domestic market. (Azam, Rashid and
Zainol, 2017). Therefore, Bulgari resort Bali and Aristi mountain resort hotel will have different
kinds of tour operators with various structures of the resort offices and they are discussed below:
 Inbound tour operator: They are also known as inward travel agents. These agents deal
and manage the inbound foreign tourists which provides numerous services to the tourists
from their arrival to their departures. They speculate trip packages by working with other
travel agents. These operators also organise the specialist programs like diving and music
events for their customers to provide them with entertainment.
 Outbound tour operator: Tour operators who are involved in promoting foreign
destinations either for business or for leisure tour is called outbound tour operators. They
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are involved in creating packages to allow tourists from one country to visit another
country of their wish (Bindseil, 2014). They provide important documents, transportation
facilities to particular point from where the trip begins. They also make agreement with
travel agents to render the services of accommodation, transportation, etc.
 Domestic tour operator: These agents are those who provide tours and renders services
within the tourist’s home country. They facilitate packages to the residents of the same
country in which they live and travel within the boundaries of their own country.
 Ground operator: They are also referred as local agencies. They are responsible for
organising journey for upcoming tourists on the behalf of oversees agents. They further
promote holidays like beach, wildlife, adventure and heritage tours, etc. They are
responsible for organising seasonally events like winter sports.
These operators follow various types of structures in their operation and they are
discussed below:
 Inbound tour operator follows hierarchical structure in which employees are grouped
according to the functions performed by them (Calomiris, Flandreau and Laeven, 2016).
This is the dominant model and tries to establish relations. The structure is simple to
understand and promotes fast decision making.
 Outbound tour operators follow the matrix organisational structure because in this people
with similar skills are pooled for work purposes and results in more than one manager to
report. It promotes decentralised decision making, strong product coordination, fast
response to change, flexible use of resources.
 On the contrary, domestic and ground operators of the organisation follows hybrid
structure which is used by the local companies to work in the same environment. This
also ensures an alignment of corporate and divisional goals, functional expertise and
efficiency (Diehl and Balas, 2014).
TASK2
A.
Management of quality system in Bulgari resort is important as quality is the consistent
delivery of services that will meet the already set standard of performance in the organisation. As
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guest expect quality services and they will reward quality services with their loyalty and referrals
it will help the organisation to increase their business.
It is also important to ensure effective quality system in resort operation so that they can
use effective methods to solve and manage conflict and legal issues which are affecting the
functioning of business (Eftimiades, 2017). Different aspects of effective quality systems are
legal responsibilities, health and safety, handle regularities, hurdles in agreement, audit and other
effective services which are being followed by organisation in order to avoid certain legal
implications. For health and safety Bulgari resort Bali will ensure health and safety of their
accommodations are up-to the H&S standard. As the directors will directly monitor the
compliance of health and safety legislation in the organisation in order to ensure that they are
fulfilling all the legal norms. With that there are several other codes of practices which are being
adopted by the resort operation team such as protection from fire, pool risk, food hygiene and
balcony safeguard. The organisation will train their employees for all these compliance in
advance to avoid contingencies. In order to ensure health and safety is given proper importance
organisation will conduct audits. These audits will be organised by skilled mangers and proper
documentations will be made by the manger in order to follow the health and safety measures.
Organisation generally conducts the audit before it offers occupation to customer they do this in
order to ensure that health and safety procedure are being properly adopted by resorts (Drechsler
and et. al., 2016). As there is a growing concern among customers for being health conscious by
ensuring that accommodates offered by the business is up to the health standard it will help to
attract larger number of audiences.
Organisation will deploy tour operators which will ensure reporting and dealing with
irregularities which will involve accident monitoring procedure. It will involve monitoring and
investigating accidents. Statistics related to incidents are being maintained in order to make
revision into the system. In order to look in specific communication tour operates will use oral,
written and nonverbal communication. In order to deal with irregularities organisation will use
effect on reporting system which comprises of full emergency control development for all
products and services (Kelly and et. al., 2014). Employees will be given access to senior
management team in the company so that they can take appropriate actions. Accident action and
review will be conducted in order to develop suitable documentation which can be further used
for making necessary changes. System will be developed by giving instruction to the team
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members and this will help in developing blueprint of the services offered. For providing ease in
the path of following instruction certain training secession will be organised for employees in
order to ensure smooth and efficient functioning in in the organisation.
B.
Quality systems are very essential in Bulgari resorts for the success of the organisation. It
helps in maintaining the required standard which will satisfy the customer needs and wants.
Thus, implementing an effective quality system will have positive impacts on the operations of
the resorts and they are discussed below:
 It will be useful in greater efficiency and minimising wastage of food.
 Identifies and analyses the greater understanding of customer needs.
 Maximises customer satisfaction and improves participation of employees.
 Gives an opportunity for exploiting new markets and manages growth more effectively.
 It further improves management of risk and better internal communication.
 The most important advantage of quality systems is that it generates and maximises the
revenues by minimising the costly errors (Lewer, 2017).
The five-gap model
This model is a useful tool for analysing and understanding the customer satisfaction. For
this purpose, Bulgari resort will use this model to maintain the quality systems and it helps to
minimise the five important gaps (Service Quality Gap Model, 2018).
Gap 1: It is the knowledge gap, which is concerned with the variation between the
customer's expectations regarding the services they want and the provisions made by the
company for that. This gap arises due to the lack of understanding about the customer needs and
wants, poor communication, insufficient market research, fails to hear the customer complaints.
Gap 2: It is the policy gap and is concerned with the differences in the managements
understanding of the customer needs and translation of that understanding into service delivery
policies and standards. This arises due to lack of customer service standards, poorly defined
service levels, etc.
Gap 3: This is the delivery gap, which is related to the difference between service
delivery policies and standards and the actual delivery of the service. This arises due to lack of
deficiencies in human resource policies, non-accomplishment of demand and supply, etc.
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Gap 4: It is the communication gap which is the gap concerned with delivering
customers what has been promised to them. This arises due to lack of communication between
the management and other related people like customer or tour operators, over promising, etc.
Gap 5: This is the customer gap which is concerned with the differences between
customer expectation and perceptions. This arises due to customer is unable to understand about
the services which has been provided to them.
Source: Gap model of service quality. 2019
TASK 3
A.
Every customer wants a safe and secure environment for relaxation and recreation. It is
one of the most important elements in hotel premises. Health and safety of customers and
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Illustration 1: Gap model of service quality. 2019

employees is important in a resort because keeping inappropriate level of health and safety leads
to accidents and illness and significant costs for our hotel (Lucas and et. al., 2015). Successful
health and safety regulations practice means that improve our hotel reputation with hotel
customers, regulators and our own hotel staff. But these health and safety are affected by number
of factors in the environment of the hotel and they are discussed below:
 Old equipment’s: The old equipment’s of the organisation has become obsolete which
can harm the people. For instance, the old machinery used in supplying water can be
broken at any time which will affect the water supply systems that will ultimately affect
the customers because they need water for various purposes like bathing, washing, etc.
and it will affect the staff because it is their duty to maintain the surroundings clean and
hygienic which requires water to clean utensils, clean floor, etc.
 Terror: There is a threat of terror in the premises which could affect the customers and
staff and creates a feeling of fear in them. This will also minimise the sale of the resort if
they will not follow the appropriate measures for safety from terror attacks.
 Physical contamination of food: The food served in the resort must be free from any
kind of physical contamination. It includes hair pins, finger nails, hair, insects or pests,
etc. which will result in harmful diseases to the people who will consume this food. Apart
from this, it will affect the organisations reputation and customer dissatisfaction.
 Chemical contamination of food: As the premises regularly uses, various chemicals for
cleaning like detergents, syrups, etc. must be kept away from food (Stalcup, Deale and
Todd, 2014). If these detergents are mixed with food then it can lead to dangerous
diseases to the people who will consume such food like food poisoning, vomiting,
diarrhoea, etc.
 Excessive noise: If there is any construction going on in the premises, then the noise of
power and impact tools, hammer, etc. will disturb the customer and they will be
adversely affected by the poor service of the resort.
These incidents are required to be managed by properly by implementing the procedures
with the help of tour operators and it is discussed below:
 Identify risk: It is the first step and tour operators are required to identify the various
natural, technological, biological and political hazards. Good and effective analyses help
in identifying the impact these risks will have on the organisation.
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 Determination of risk management strategy: In this various strategy related to
managing risk will be elaborated which will include avoiding risk by cancelling tour,
minimising risk by taking safety measures of water management, earthquake proof
building, etc.
 Risk management plan for hotel business: It must have an emergency plan ready to
meet the unexpected dangers which can harm the business. This is concerned with safety
of customers and staff, secure systems to communicate, supplying resources to assist
response and recovery operations, etc.
 Team up with stakeholders: It is very important to maintain good and healthy relations
with all the stakeholders like customers, employees, suppliers, workers, etc. this is
because at the time of danger they will rather than reacting negatively will have a positive
feeling and support the organisation.
 Train the staff: During the crises, the staff must be such that they can perform the task
without any stress and are required to be prepared for the firm direction and actions.
 Test the plan: Plan must be tested and also it is needed to be updated according to the
changing time and policies of the other factors (Tucker, 2014).
 Renders clarity in communication: It is the most important element during the crises.
So, organisation will be required to directly communicate with the media and keep
updates on their social networks and official websites.
 Always required to be informed about negative crises: If the region in which the
organisation is set up is declared as unsafe for the tourists and travellers due to high
waves of oceans or wildlife dangers due to proximity to the forest than tour operators will
not go there. But if the region is safe then make teams with other stakeholders so that the
business can grow.
 Retrieve and reposition the business: This step will help the organisation in recovering
from the various risks and reposition the businesses. It will further help in repositioning
the business organisation.
B.
There are various legal laws and regulations which are required to be undertaken by the
Bulgari resorts and they are discussed below:
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 Association of British Travel agents (ABTA): This formulate the guidelines between
the liaison and affected people of the association. It has imparted ABTA on crises
management for its members so that they can effectively manage the crises faced by the
organisation.
 Development of tourism act 1969: This act is concerned while providing for the
establishment of British tourist authority and tourist boards for promoting the
development of tourism in the UK. For this purpose, it furnishes the financial assistance
out of public funds for the provision of new hotels and resorts, extension, improvisation
in the existing hotels and resorts (Wolfson, 2017).
 The Trade Descriptions Act 1968: This act is concerned with the provision of accurate
and definite description of the resort facilities which are entirely true and fair and not
leading to any false representation to its customers.
CONCLUSION
From the above report it has been concluded that resource management is very important
because now a day’s people prefer to visit the resort for the purpose of relaxation, peaceful
environment, recreation, destination weddings, etc. It is increasingly becoming the most
important part in the hospitality industry. This is required to be protected from various hazards
and risks which can harm the customers and staff as well. It will further help in following various
measures and laws relating to the protection of customers and travel industry.
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REFERENCES
Books and Journals
Online
Service Quality Gap Model. 2018.[Online] Available Through:
<https://community.verint.com/b/customer-engagement/posts/service-quality-gap-
model>
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