Blackpool Resort Package Proposal: Business Development Report

This report presents a comprehensive resort package proposal for Blackpool, a popular seaside destination in the UK. The study begins with an introduction highlighting the need to transform Blackpool into a sustainable and appealing family destination. The main body of the report focuses on various aspects of the proposal, including an analysis of Blackpool's tourism arm, key attractions like Blackpool Pleasure Beach, and a detailed SWOT analysis assessing the strengths, weaknesses, opportunities, and threats of the resort. The report also delves into e-solutions and technological innovations, such as website enhancements, hotel management software, recognition technology, AI chatbots, and big data applications, to improve customer experience. Additionally, it explores the importance of marketing through social media and strategic investments. A stakeholder analysis is included to understand the influences within the tourism industry. The report aims to provide strategic recommendations for Blackpool's business development and sustainable growth, including the creation of an aspirational brand positioning and promotion of events.

A resort package proposal

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Blackpool is a seaside resort on the Lancashire coast in the North West England. The
town is on the Irish Sea. The Blackpool has been tasked with the promotion of the UK’s most
popular destination which tends to attract large number of people from across the globe. This
study will highlight on creating resort packaging proposal which in turn will help in transforming
the Blackpool into appealing and one of the sustainable destination for the family members. This
study will focus on providing various set of e- solutions and various other set of technology
innovations. This study will also carry out SWOT analysis of the destination. Moreover,
complete stakeholder analysis, BCG matrix, etc. in turn will be carried out by completely
analysing the needs and preference of the customers.
MAIN BODY
The Blackpool has been tasked with the promotion of the UK’s most popular destination
which tends to attract large number of people from across the globe. It is considered to be very
useful in the attainment of higher operational goals and objectives. The tourism arm of the
Blackpool council is very useful in working closely with the stakeholders and local partners to
show case the best visitors which helps in attainment of the higher operational goals and
objectives (Jones, Hillier, D. and Comfort, 2016). The key roles which helps in providing
strategic leadership, advice and guidance on the visitor and tourism economy in Blackpool. It
tends to focus on delivering the various hospitality services which helps in attracting and services
the visitors. It is very useful in supporting the business through Blackpool.
The Blackpool pleasure beach which in turn tends to offer spectacular and thriller rides.
Brave Valhalla is considered to be as one of the world’s most which helps in experiencing the
thrilling of one of the twin track coaster which eventually leads to great experience to the
customers Ride ICON is considered to be one of the UK’s first double launch coaster which
helps in featuring various interactions which in turn involves five different rides. There are
various adventure golf which tends to provide offering unique hazardous which in turn helps in
the attainment of the higher operational goals and objectives (Boella, and Goss-Turner, 2019).
Britain’s favourite amusement park which helps in providing wide set of rides which in turn are
full of spectacular shows and rides.
SWOT analysis
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Strength: Blackpool in turn considered to be one of the most mainstream tourist destination
which helps in creating a contemporary and also family oriented beach resort which offers high-
quality of accommodation, attraction, facilities, leisure, events and entertainment. The
Blackpool resort in turn has been considered to be one of the most seaside destination in UK for
over a century (Kotera, Adhikari, and Van Gordon, 2018). This resort is rich blend of
contemporary attraction and heritage. The key strength associated with the Blackpool is that, the
tourism economy for the Blackpool has grown successively over the years. The total number of
visitors has grown up by around 200,000, that is it estimated to be around 18.2 million. The
number has increased both in the terms of staying visitors which in turn it leads to higher
operational growth. The key value associated with the Blackpool’s tourism industry in turn has
soared up by 4 percent, i.e., Euro 1.58 billion. This in turn tends to demonstrate that the resort
mainly tends to largely account for 40 percent of the key value of the total economy of the
Lancashire. One of the major strength associated with the Blackpool sort and United Kingdom is
that it is one of the highly visited amusement park within the United Kingdom with over 3
million visitors every year. This park has won various number of awards within recent times
which includes LETTS award, IAAPA awards, golden tickets, etc. another major strength is that
the park has around 40 rides which includes 12 roller Coasters rides. Blackpool resort is
considered to be one of the leading brand within tourism and hospitality sector which helps in
attracting large number of people from across the globe (Bowie and et.al., 2016). The Blackpool
resort of the economy tends to produce more than 24,000 jobs and also indirectly supports
employment within the supply chain. Blackpool resort tends to have a long establish reputation
and also have key leisure assets in the public ownership.
Weaknesses: One of the major weakness associated with the Blackpool is that, people are less
aware globally when compared to the various international theme parks. This eventually results
in lower degree of tourist for the Blackpool resort. The blackpool park is seasonal which means
that it does not function for more than three months within a specific year. This eventually means
that it leads to lower profitability and sales for the resort (Marsden and Beecroft, 2017). Another
major weakness associated with the Blackpool resort is that it lacks government support and
there is a decline in finance limit in order to deliver best possible services to the customers.
Opportunity: One of the key opportunity associated with the Blackpool is that it focus on
leveraging various popularity rides such as big one. Big one right is considered to be one of the
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U.K.’s tallest rollercoaster ride and revolution in turn is considered to be one of the Europe’s
fully inverted rollercoaster ride. This helps in gaining attraction of large number of people from
across the globe. One of the biggest opportunity associated with the Blackpool resort is that, it
must focus on introducing various new traction from time to time which helps in attracting more
visitors over the years (Eissner, and Gannon, J., 2018). The Blackpool amusement park must also
focus on getting licence for new comic and cartoon characters which helps in increasing the
merchandising power of the resort. Another major opportunity of the resort is that, it must focus
on developing growth in the domestic tourism and expanding investment in culture, heritage
tourism and art tourism.
Threat: One of the biggest threat associated with the Blackpool resort is that the brand is not
popular among global countries. This in turn largely limits the flow of international tourists from
across the globe. There are various other amusement park which are way too popular than
Blackpool resort which includes Legoland and Alton Towers. Moreover the major threat of the
resort is that the park is privately managed by the family which in turn pose high degree of issues
associated with the professionalism. One of the key competitors of the Beach Blackpool
competitors are mainly Alton Towers, UK, Legoland, UK and Disneyland, Paris. Large degree of
competition from the urban centres such as Liverpool or Manchester is considered to be one of
the major threat to the Blackpool resort. Private sector failing to provide improved quality within
the tourism sector in the mission level of marketing in terms considered to be one of the major
threat for the Blackpool resort.
E- solutions and various other set of technology innovations.
The Beach Blackpool company in turn must focus on engaging in new range of advanced
technologies which will in turn helps in catering attention of the customers from across the
globe. The Blackpool resort must focus on creating a website which have all the features
associated with the parks, with pictures and various other services like online booking, online
reservation, etc. which in turn largely helps in gaining the attraction of the large number of
people from across the globe (Robinson and et.al., 2016). Using a web based hotel management
software in turn is very useful for the customers in quickly searching the best customer possible
at a discounted price. Using the best hotel management software in turn is considered to be very
useful in synchronizing all the activities in a systematic manner. It also helps in managing
various set of events and reservations and also helps in protecting the personal and confidential
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information of the Blackpool resort. One of the key technology within which hospitality industry
must engage is recognition technology. It helps in using biometrics which helps in determining
the key potential customers and also helps in benefiting hotel or resort. Moreover, use of
artificial intelligence and Chabot are considered to be the key interactive technology which helps
in receiving rapid responses (Robinson and et.al., 2016). It is considered to be very useful in
monitoring the staff and also delivering swift responses to the customers with the help of such a
narrator technologies. Chatbot have considered to be useful for Backpool resort because it hasn’t
improving the experience of the customers by providing quick and instant responses to the
customers. We also one of the most prominent technology that’s because it helps in extending
the Internet connectivity with the customers with the help of applications and devices. It is very
useful in communicating and collecting data over the Internet. It hasn’t adjusting the room
temperature with the help of internet enabled thermostats (7 Technology Trends in the
Hospitality Industry, 2020). This leads to better customer experience. Use of big data
technologies considered to be very useful in providing high degree of personalised experience to
the customers. It is very useful in targeting those customers who will be attracted to the
amusement parks in order to have greater experience at the Blackpool Resort. Moreover, virtual
reality is also one of the most prominent technologies within the hospitality sector which has a
providing customer experience virtually. It is very useful in providing complete view of the
room, the services provided by the resorts, key attractions, etc. just with the help of virtual
experience. Additionally, the Blackpool resort must also focus on engaging with the marketing
team in order to promote business with the help of various social media platforms such as
Facebook, Instagram, Twitter, YouTube, LinkedIn, Pinterest, blogs, et cetera with the help of
search engine optimisation. This study is very useful because it helps in the attainment of various
operational goals and objectives (Bratton and Watson, 2018). The key management of the
robotics which helps in the attainment of the higher operational goals and objectives. The
company in turn must usually focus on personalizing the experience of the customers by
providing them with the best possible customer experience which eventually leads to greater
customer experience and profitability. This eventually leads to higher sustainable growth and
profitability for the Blackpool resort (7 Technology Trends in the Hospitality Industry, 2020).
Moreover, Cloud based inventory management in turn is considered to be as one of the most
effective approach which helps in having quick degree of access to the customers who in turn are
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largely protected by their needs and demand. The destination management plan of the Blackpool
resort Indian helping building a sustainable investment by striving to create a place which helps
investors in enjoying experience and also meets the expectations of the modern resort
destination. The company must focus on creating an aspirational brand positioning by creating
year-round family destination and high-quality service with wider economic regeneration. The
Blackpool Resort must also focus on promoting their events festivals with the help of complete
PR activity on television, newspaper, social media platforms, blogs, magazines et
cetera. Updated team network is also considered to be one of the most prominent approach
which has been providing good internet connection across the team. The resort must also focus
on carrying out strategic investment within Blackpool illuminations which leads to higher
sustainable growth and profitability of the business (William. and Horodnic, 2017). Potential
reduction in the VAT within tourism products and services and focusing on getting attraction of
family is considered to be as one of the most prominent measure which leads to higher growth
opportunity for Blackpool resort.
Stakeholder analysis
Tourists: They are largely responsible for influencing the overall tourism industry. Large
number of tourism within the hospitality industry in turn tends to create high degree of influence
within this sector. It also leads to higher operational growth and efficiency for the business. Low
degree of tourists largely influence the hospitality industry. If the resorts are not providing
quality services to the customers then the tourists will not get attracted to the particular
destination.
Owners: The key owner of the organization in turn is highly responsible for setting the
goals and objectives for the Blackpool resort. They tend to set clear set of guidelines in order to
attain specific objectives. They are the one who in turn is highly responsible for the success or
failure of the organization (Kotera, Adhikari, and Van Gordon, 2018). They are the people who
is responsible for all the decisions, profit and losses of the organization. They are the one who is
mostly concerned with the overall complete functioning of the organization.
Government: The key role of the government is to establish certain specific laws,
policies and regulations which in turn helps in carrying various set of the operations. The
government also tends to focus on collecting taxes from the Blackpool resort. The government in
turn largely benefits from the profits of the company by collecting higher degree of taxes which
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is beneficial for the national economy. The government can largely influenced them to raise a
business both positive as well as negative way.
Employees: Tourism Employees, consultants and professionals tends to play one of the
most crucial role between the hospitality and tourism industry. If the employees of the business
tends to provide high-quality services to the customers. This way it helps in increasing the
customer experience within the Blackpool resort. Shortage of skilled labour so that the market is
not appropriate for working the operations of the specific resort. High degree of skilled workers
within the organisation tends to play one of the crucial role in providing high degree of customer
experience.
Local community: Local community tend to play one of the most crucial role within the
hospitality tourism industry. They are considered to be as one of the prominent moral and
legitimate stakeholders within the hospitality and tourism industry. Local communities are
considered to be the individual stakeholders who are involved in the decision making and policy
framework which helps in enhancing the confidence and trust of the local individuals within
hospitality industry. Local community tends to have distinct culture and values which adds value
to particular tourist destination.
Competitors: One of the key competitors of the Beach Blackpool competitors are mainly
Alton Towers, UK, Legoland, UK and Disneyland, Paris. Large degree of competition from the
urban centres such as Liverpool or Manchester is considered to be one of the major approach for
the Blackpool resort. Every company must in turn tends to largely focus on indirectly and
directly affecting the various performance of the key competitors. It is very useful in capturing
the market share from the key rivalry competitors (Jones, Hillier, and Comfort, 2016). The key
competitors in turn largely tends to play crucial role which in turn helps in the development of
the key strategic plans which in turn leads to higher operational growth.
BCG Matrix
It is considered to be as one of the most prominent approach which is considered to be
very useful in portraying the brand portfolio of the brand. It is effectively classified into the
industry attractiveness and market position of the industry.
The relative market share: The market share of the Blackpool resort is relatively low because it
has operations only in the United Kingdom. The relative market share of the resort is very low it
does not have operations in any other place except UK.
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The market growth: It tends to have exceptionally high degree of potential which in turn is very
useful in expanding the operations of the Blackpool resort. It is very useful in effectively catering
the high degree of attraction of the families, business tourism, elderly people, young people, etc.
which helps in increasing the growth of the customer base. The Blackpool resort tends to focus
on expanding their position into various countries of Europe.
Stars: Hospitality industry in turn is considered to be as one of the most fast growing
industry which in turn tends to largely focus on providing high degree of quality services to the
customers. The Blackpool company tends to get engaged in advanced technologies and also
tends to provide high degree of personalized services to the customers in order to largely ensure
that the future cash flows has been carried out in the long term. The Blackpool Company tends to
have high degree of optimum future in order to function within this industry (Marsden and
Beecroft, 2017). The key amusing rides and various other rom services and hospitality services
in turn are considered to be one of the most prominent stars of the Blackpool resorts which helps
in providing wide range of customer base and it also helps in generating the cash for the resort to
perform exceptionally well in the market.
Question marks: The Blackpool Company in turn has the market operations of the
particular year. The resort has to critically analyse carefully which is considered to be very useful
in determining the key worth of the investment which in turn is largely required. Moreover, the
Blackpool in turn is largely owned by the family and has key competitors which in turn reduced
the tourism of the Blackpool Company. This in turn is considered to be one of the most
prominent measure which must be critically analysed by the resort.
Cash cows: Big one right is considered to be one of the U.K.’s tallest rollercoaster ride
and revolution in turn is considered to be one of the Europe’s fully inverted rollercoaster ride.
This helps in gaining attraction of large number of people from across the globe. These rides in
turn are considered to be one of the prominent measure which in turn helps in gaining attraction
of the large number of customers. This eventually is considered to be very useful in gaining high
degree of cash for the Blackpool resort.
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Dogs: This segment in turn tends to largely comprise of the declining and the slow growth
market. The activities which are operated in this part in turn barely provides any cash in order to
maintain the market share of the business (Kotera, Adhikari, and Van Gordon, 2018). The
activities such as other amusement rides which are not fun and entertaining in turn barely
produce any cash to the resort.
Analysing the needs of the customers.
The key need of the customers is that, they must focus on completely analysing the needs
and demand of the customers. The Blackpool must focus on providing the best possible high
quality services to the customers. The company must focus on gaining high degree of
personalized experience which in turn is very useful in the attainment of the better set of
customer experience. The customers also needs high degree of quality service associated with the
attainment of the higher operational growth. Customer care is very useful for the high degree of
experience to the customers. Also adding high degree of flexibility to the customers by the
attainment by engaging with the advanced technologies in turn is very useful in the attainment of
the higher sustainable growth for the Blackpool resort. Simplifying all the process and providing
wide range of high quality product services helps in the attainment of the goals and objectives.
CONCLUSION
From the conducted study it has been summarized that, The Blackpool pleasure beach which
in turn tends to offer spectacular and thriller rides. Ride ICON is considered to be one of the
UK’s first double launch coaster which helps in attracting large number of people from across
the globe. Blackpool is one of the most mainstream tourist destination which helps in creating a
contemporary and also family oriented beach resort which offers high-quality of accommodation,
attraction, facilities, leisure, events and entertainment. The major weakness associated with the
Blackpool is that, people are less aware globally when compared to the various international
theme parks. Moreover, it has been concluded that, the Blackpool resort must focus on creating a
website which have all the features associated with the parks, with pictures and various other
services like online booking, online reservation, etc. One of the key technology within which
hospitality industry must engage is recognition technology, virtual reality, artificial intelligence,
Chatbot, social media platforms, Cloud based inventory management, etc. are most prominent
measure which leads to higher growth opportunity for Blackpool resort. Moreover, the key
stakeholders associated with the resort are government, owners, tourists, employees, local
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community, competitors, etc. Lastly, a complete BCD matrix is carried out which is very useful
in portraying the brand portfolio of the brand.
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REFERENCES
Books and Journals
Boella, M.J. and Goss-Turner, S., 2019. Human resource management in the hospitality
industry: A guide to best practice. Routledge.
Bowie, D and et.al., 2016. Hospitality marketing. Taylor & Francis.
Bratton, J. and Watson, S., 2018. Talent management, emotional labour and the role of line
managers in the Scottish hospitality industry. Worldwide Hospitality and Tourism Themes.
Eissner, S. and Gannon, J., 2018. Experiences of mentoring in the UK hospitality sector. Journal
of Human Resources in Hospitality & Tourism, 17(3), pp.296-313.
Jones, P., Hillier, D. and Comfort, D., 2016. Sustainability in the hospitality
industry. International Journal of Contemporary Hospitality Management, 28(1), pp.36-67.
Kotera, Y., Adhikari, P. and Van Gordon, W., 2018. The relationship between work motivation
and worker profile in UK hospitality workers.
Marsden, G. and Beecroft, M., 2017. Crisis or Drama?—A Summary of the Response to the Fuel
Crisis in the UK. In Transport Lessons from the Fuel Tax Protests of 2000 (pp. 259-297).
Routledge.
Robinson, P and et.al., 2016. Operations management in the travel industry. Cabi.
Williams, C.C. and Horodnic, I.A., 2017. Regulating the sharing economy to prevent the growth
of the informal sector in the hospitality industry. International Journal of Contemporary
Hospitality Management.
Online
7 Technology Trends in the Hospitality Industry. 2020. [ONLINE]. Available through<
https://www.revfine.com/technology-trends-hospitality-industry/ >
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