Tourist Resort Management Report: Scrub Island Resort Analysis

This report delves into the multifaceted world of tourist resort management, using Scrub Island Resort, Spa & Marina as a case study. It begins by exploring various types of resorts like beach, hill, river, and ski resorts, highlighting their key features and operational challenges. The report then examines specialist areas within resorts, such as reception and housekeeping, and discusses their differing operational requirements and management issues. A significant portion is dedicated to analyzing different resort packages, like adventure and cultural tourism, and how they contribute to overall sales objectives. The report further outlines the importance of market research for understanding audience needs and preferences, leading to the development of a business plan for a resort package. Finally, it investigates the sustainable approaches implemented by the chosen resort. Overall, the report provides a comprehensive overview of the key aspects of tourist resort management, providing valuable insights into the industry's operations and strategies.

Tourist Resort
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Discover types of resorts and their key features.....................................................................3
Discuss the differences in operational requirements of specialist areas and the potential issues
while maintain the resorts.......................................................................................................5
LO2..................................................................................................................................................7
Consider different types of resort packages and how they fulfil overall sales objectives......7
LO3..................................................................................................................................................8
Conducting market research into a specific resort location to lean about the needs and
preferences of audiences.........................................................................................................8
Business plan for a resort package.......................................................................................10
LO4................................................................................................................................................11
Examining the different sustainable approaches executed by the chosen resort..................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Resort Management is a phenomenon which is a part of the hospitality industry included
in lodging sector. The process of resort management involves instructions that are relevant to
hospitality administration, hotel management, restaurant and food service Management, facilities
planning, recreation administration and leisure studies. Hospitality management is the
phenomena that involves overseeing administration and performances of tasks assigned and
involved in the hotel, resort or other form of service providing organisation (Kataeva and et. al.,
2019). The present report is based and developed on tourist resort management where Scrub
Island Resort, Spa & Marina is the chosen organisation. The Scrub Island Resort is a British
beachside resort and hotel which is a subsidiary group of Marriott. The resort is a beach front
hotel which is located on British Virgin Island in Scrub Island. The resort offers exclusive
amenities and services to customers and the private resort property is only accessible by
helicopter and boats.
The report covers several aspects which relates to effective functioning and regulation for
managing the hospitality service providing firm potentially. The covered topics are key features
of different types of resorts and related issues faced by management while managing them.
Assessment of different resort packages offered to customers, need evaluation of target groups
and accordingly a business plan is developed. Lastly, number of sustainable approaches and
practices which are taken by organisations and implemented as an initiative as CSR act are
presented in the report.
LO1
Discover types of resorts and their key features.
A resort is a self contained commercial establishment and property which is developed
for offering every provider all related and needed services under one roof with effective
fulfilment of their desires and requirements. Resort is a product of hospitality industry, where
businesses establish their operations in way to serve customers and fulfil their desires and needs.
The basis difference between a hotel and resort is one is a accommodation and lodging service
provider and the other one is a contained development which is destination based and work
according to its own jurisdiction. These resorts are of several types which are classified based on

locations, by far it is the best way of classifying and dividing resorts in categories. Varied types
of resorts are presented as follows:
Beach Resort- As the name suggests these resorts are located either near the sea or ocean
or on the beach itself. The attraction factor for people is the beauty of the ocean, the frolic sand
and land. The major advantage of having beach resort is enjoying beach activities like
paragliding, scuba diving, jet skiing and many other (Scuttari, Isetti and Habicher, 2019).
• Feature- People visit to beach resorts for enjoying the beauty of marine wildlife and to
enjoy the sun.
• Challenge- The challenges faced by beach resorts are to keep the environment clean and
work according to the environmental guidelines as people are difficult to manage and
make understood.
Hill Resort- Those resorts which are based and placed on a hill are called hill resorts.
The main attraction for people to visit a hill hotel is to enjoy the scenic beauty of mountains and
hills form and nature form above the ground with fresh and more cooler air and a smooth touch
of environment.
 Feature- A basic feature associated with hill resort is is people visit there most
commonly in hot climates where they want to experience and enjoy a little cold
surroundings.
 Challenge- The is challenges faced by hill resorts is uncertain sales as in the season the
resorts are overbooked but otherwise they suffers to sustain.
River Resort- Another popular location for building and flourishing a resort is a river
side or backwater of a dam. These resorts are close to water bodies and their services differs
from those of sea or beach resorts. The sports offered by river resorts are specifically water
sports like rafting, boating, kayaking and many other attractive and adventurous activities.
 Feature- The resorts near the corner of river are most commonly attracts people who
enjoys environment and nature also wishes to stay close to it.
 Challenge- The challenge of river resort is the uncertain weather conditions which causes
shutdowns of resort in peak season due to natural disaster or uncertainty.
Ski Resort- These are the resort type which are established for an obvious sports that is
skiing, snowboarding and all the other winter sports. These resorts are mostly build and

flourishing in towns and villages in winter sport areas and offers support services to enjoy the
authenticity and major sports of the area.
 Feature- The snow and the adventures associated with a ski resort are its biggest feature
and characteristic.
 Challenge- The major challenges which is faced by ski resorts is of sustainability as the
cost involved in maintenance and managing the result is really high and the the revenue
generation is uncertain.
Challenges in managing different types of resorts:
Scrub Island Resort, Spa & Marina is a beach resort which is situated on an island in UK
and offers several services to customers or guests visiting the resort. There are certain issues and
challenges which resort faces while operating in the competitive environment and serving
customers. Some of these challenges and issues are described below in context of Scrub Island
Resort, Spa & Marina:
Meeting customer expectations- This is primary challenges which is faced by almost
all types of hospitality organisations and businesses. The social groups who visits the resorts for
enjoying a nice vacation are diverse. The common factor lies is they visit Scrub Island Resort,
Spa & Marina for enjoying the facilitates and adventurous of a beach and living in such
surrounding for a while (BENEDETTO, CARBONI and CORINTO, 2019). The challenge arise
for the resort for meeting the customers expectations as people wants and desires are unique and
the resort have to have a thorough understanding of those for supporting the customers and offer
them the best hospitality experience. This is a significant challenge for the resort as
understanding the social environment and current flourishing trends as well as implementing
them drastically is typical and cost consuming.
Season revenues- Another challenges for a beach resort is seasonal revenues, most
people move to new locations for enjoying their holidays and exploring new places. But off
season is a major concern for hospitality sector as at those time it becomes difficult for specific
service providers to earn enough revenues and stay profitable. The same issue is being faced by
Scrub Island Resort, Spa & Marina. The resort is situated on the beach and in high tide season
they remain close or barely operational as no one visits. Thus, it is huge challenge for the firm to
manage its operations and sustain itself in the market (Islam, 2020). This is a common problem

of different types of resorts that is faced by them as the issue arises of sustainability of resorts in
different seasons which are unfavourable for them and their sales.
Discuss the differences in operational requirements of specialist areas and the potential issues
while maintain the resorts.
Operational requirements in every other industry differs form one another and in an
hospitality firm these areas are Front office Department, Kitchen Department and many other. In
the above section of the report four types of resorts are discussed. In each resort the specialist
operational areas are common but there management and performance criteria differs form one
another. The specialist operational areas of a resort are:
Reception- The reception is the face of an organisation who first meet and greet the
customers or guests visiting the hotel and in this case the resort. The front office department is a
highly specialist department where extreme professionals are required. The key role they play is
for placing the first impression on the people and public visiting.
Room service Department- The housekeeping unit is the second most close staff
members who engages closely with the guests visiting the hotel or the resort. The housekeeping
unit is responsible for keeping the premises clean and offers various other expected and asked
services by customers while the guests are in the resort (Sviatokha and Filimonova, 2020).
Operations requirements of specialists areas and their differences:
The first key differences in operational activities of specialist areas that is housekeeping
and front desk is their uniforms and greeting techniques. These two factors changes in all resorts
in context of the two operational areas. In different types like in Beach resort the uniform is more
colourful and reflecting the culture of the place with light colours like in Scrub Island Resort,
Spa & Marina.
The second key differences which is identified in management of key operational areas of
a different resorts is their attitudes towards their job and while performing services changes
according to the work environment.
Issues managing the different specialist areas:
The key issue while managing the key operational areas and specialist departments of in
range of resorts which management faces are making daily agendas and plans. Hospitality
industry runs day and night without and thus, the plans are made on daily basis. This is a tedious

job which creates huge chaos in the uncertainties leading to a challenging work environment
(Alananzeh and et. al., 2019).
Another issue faced is for keeping staff motivated and inline according to the need and
requirements of the operational practice, the company's expectations from the staff and keeping
their attitudes positive while serving customers and performing jobs. This is a challenges as
sometimes the staff gets frustrated in peak seasons due to day and night shifts which impacts
their decision and it is a great challenge for resort management to keep people motivated.
LO2
Consider different types of resort packages and how they fulfil overall sales objectives.
Tourism is a fast growing and rapidly changing industry which offers and presents huge
opportunities and possibilities for companies majorly accommodation providers to go beyond the
expectations of buyers by rendering best packages for their perfect vacation mood. As according
to different experts and organisations there are different types of goals which they develop in
order to attain the required level of success in the market. But one common purpose which lure
all the hospitality business owners towards packaging that is to develop different packages, is for
addressing needs of different customers with varied expectations and requirements. Also the
purpose of packaging helps the service providers to render what’s best for the people attracting
and offering to all different types of target audiences from lower to the highest.
The certain packages which are offered by Scrub Island Resort, Spa & Marina are as follows:
Adventure tourism package-This package is very common and provided by all types of
resorts but the key primary activities involved in these packages change according to the resorts
nature, type and service provision. The adventure tourism package of Scrub Island Resort, Spa &
Marina involves the activities like paragliding, scuba diving, jet skiing and many other. This
package is effective for the resort and enable them to induce their revenues as the families with
teenage kids and youth are attracted through in holiday seasons by the adventurous service and
experiences resorts will be offering to guests.
Cultural tourism package- Through cultural packages a diverse and unique customer
base is attracted by Scrub Island Resort, Spa & Marina. The cultural package is developed for
those travellers who wish to explore and identify value and attractive aspects of varied cultures
of different places and environments. The cultural package is build in way which enable the

buyer a whole new and in depth knowledge and learning of the culture of the island about their
living styles, believes, aspirations and many other. The cultural package is available for whole
year as mostly those who wish to explore new things and culture are the potential buyers. Thus,
the revenue is managed through such packages by the Scrub Island Resort, Spa & Marina in off
seasons as well (Silva and Mattos, 2020).
Honeymoon tourism package- The third package or deal which is again very common
is honeymoon package. Beach side is the best honeymoon location for enjoying a romantic
vacation for the couples. In honeymoon package Scrub Island Resort, Spa & Marina offers
services which are more couple friendly such as date nights, theme dinners and more which gives
them chance to enjoy quality time with one another and have a great stay in the scenic beauty of
ocean and corals.
These are few main packages which are useful and revenue generating for Scrub Island
Resort, Spa & Marina as the resort management make sure to attract different and varied type of
social group through these offerings. As well as the resort make sure to address the needs and
requirements of all buyers and guests in the same time of the vacation which gives them
efficiency to handle them all at the same time.
LO3
Conducting market research into a specific resort location to lean about the needs and
preferences of audiences.
Market research help business owners and resort managers of different hospitality
organisations to understand the market in which they are dealing and also the behaviour of
different social groups around it. There are different types of market research tools available
which can be used by resorts and most specifically by Scrub Island Resort, Spa & Marina. Some
of them are as follows:
 Survey- This is a most common research technique which is used for ginning
understanding of market through anonymous and unbiased individuals that will help in
getting the accurate results and outcomes. The resort can make use of question as in order
to conduct survey and find out different information they require.
 Feedback- The feedback is a supportive research tool which helps in conducting internal
as well as external research. In concern with feedbacks the organisation can conduct

sessions to gain knowledge about people’s opinion and views in regards to the resort.
Internally the organisation can take feedback from employees as well as from existing
customers who are loyal and regular. On the other hand in terms of external feedbacks
company can move out and ask for general feedback from experts in the field of resort
management and works for rendering their true opinions and scoring.
 Online research- The online research comprises as a external tool of research where
internet is used to seek knowledge about the resort from the third anonymous party and
parties who have been to the resort and can make a comparison in regards to other resorts
and experiences they had.
In order to specifically finding out the correct market segment and appropriate target
audiences for the resort the STP model is a useful marketing function. STP stands for
Segmentation, Targeting and Positioning (Viljoen, Kruger and Saayman, 2019). The method is a
marketing tool used for correct identification and evaluation of a most appropriate market
segment for the respective organisation. In present case the STP model is used for Scrub Island
Resort, Spa & Marina to locate the best target audiences for the organisation.
Segmentation- The segmentation process helps in dividing the population into smaller
groups according to similar features and characteristics. In relation with Scrub Island Resort, Spa
& Marina, the segmentation process and division of population into smaller segments it leads the
resort to potential target audiences on the grounds of significant adventure, needs, income, age
and lifestyle. In context to Scrub Island Resort, Spa & Marina they discover saturated and mature
market in terms of discovering new opportunities by offer innovative benefits.
Targeting- The targetting process starts afterwards as it is supported by segmentation
stage where the most suitable segment is selected as an audience for the company. The targetting
stage of the process is every important as now the target market will be determined for the resort.
Thus, a potential target audience for Scrub Island Resort, Spa & Marina is the higher segment of
the society who enjoys luxury services and being treated in a luxurious manner by making
enough payments (Retama and et. al., 2019).
Positioning- The positioning step is last where the company or in this case the resort will
be making plans to place itself strongly and effectually in the marketplace by seeking attention of
larger group of people and most population of the targeted groups (Ryan, 2020). In order to make

resort presence in the strong way in the industry Scrub Island Resort, Spa & Marina will be
making use of social media marketing campaigns and projects.
The market research conducted by choosing the STP model or approach it is determined
that the target audiences who are best suited for the resort expect their existing customer base are
traveller who wish to explore more authentic culture and higher luxurious services in a new place
or location of work. Thus, the need identified was to make a service offering through packages
where the individuals can enjoy both and luxury and cultural experience by learning new things
and exploring new ideas (Mason, 2020).
Needs of the Targeted audience:
Every target groupof an organisation belonging to a certain industry have different needs
and preferences which are needed to be addressed and fulfilled by organisations in order to to
gain customer loyalty and increasing revenues regularly. In the same manner according to the
identification of target audience belonging to higher society and holds status of being a part of
Elite class of Scrub Island Resort, Spa & Marina their needs are determined underneath in the
section:
 Enjoy luxury- The first need of the targeted customer audience by Scrub Island Resort,
Spa & Marina is to enjoy a luxurious vacation in a beautiful beach resort with peace
compensating adventures. People nowadays find it very relaxing to leave for a vacation
into to places where they are away from their regular lives and experiencing something
new. Thus, having a luxurious stay and experiences while enjoying the vacation is the
major need of people.
 Status Symbol- Today is a trend to maintain status and showcase the money people have
by investing it in such attractive and glamorous activities which people petty to enjoy.
Thus, another neer which is fulfilled by the services and value provided to customers of
Scrub Island Resort, Spa & Marina is addressing their personal status oriented presence
to showcase their lives and enjoy it to the fullest.
Business plan for a resort package
Executive summary:
The Scrub Island Resort, Spa & Marina is a beach resort which is situated in British
Virgin Island and a property with immense amount of scenic beauty and view. The resort is one
of its kind offering unique and luxury services and experiences to guests with remarkable

amenities and facilities. The resort is entirely present on the beach that offers it a unique
advantage and power to make their services more homely and curated for customers.
Vision and mission:
The effective vision of the resort signifies to create an everlasting impression on clients
by fulfilling their dream holiday with effectual consideration of their needs and their overall
experience in terms of offering extraordinary and memorable service through the resort and their
packages. Scrub Island Resort, Spa & Marina also wishes to be a prestigious and well recognised
brand by developing healthy relations with guests by offering suitable services. The mission of
resort is to offer authentic services by providing true and rich facilities that showcase a luxury
side of the resort in an efficient manner to increase their customer portfolio (De Vera, 2019).
Objectives:
 To increase customer numbers by 15% in next 12 months.
 To increment sales by 20% in next 12 to 18 months.
 To increase their profits by 10% in next year.
 To enhance the CSR activities by offering more cultural emphasised services which are
focused on cultural development and popularity of the region.
Marketing mix:
Product- The product offering is a new type of service with a package that combines the
features of cultural and luxury services.
Price- The pricing strategy of resort is premium pricing and according to the new
package as well the pricing strategy.
Place- It depict the effective location and it is as the positive aspect for resort as it is
situated near the ocean and suitable side which offers a higher competitive edge (Luo and et. al.,
2019).
Promotion: It undertake travel marketing strategy considering various methods of
communication and various content for promotion as well as resort will be using social media
marketing campaigns for making promotions. The factor concentrates on making strong and
effectual impression on the target audiences.
Financial plan:
Project Funding Summary
Developing and Improvement Cost £951,000

Fixtures, Build out and furniture £386,739
Development start up expense £100,000
Five months working capital £34,261
TOTAL £1,472,000
LO4
Examining the different sustainable approaches executed by the chosen resort.
The principles of sustainable management and development is being evolving from
several years on the basis of a general assumption that is coexistence of two conflicting and non
adjusting notions that are development and environment. According to a more practical opinion
and view point ecological, economic and social aspects are interrelated and interlinked which are
not at all separable. In regards to the same it is identified that principles of sustainable
management are emphasized and based on two basic requirements.
 The first requirement is is of socio economic development.
 The second requirement is of limiting the negative influence imposed on environment
which is affecting the capability of mother nature to cope up and meet the present as well
as the future requirements of generations.
Environmental concern and CSR that is Corporate social responsibility is all about the
popularity and eco-friendly actions companies and in the present case resort takes up in terms of
green process and continuous requirement for making sustainable changes in the procedures and
working operations. For doing so the management is responsible for making strong sustainability
concerned practice and plans for the resort employees to follow and make changes in the current
unhealthy practices. For the same some measure are adopted by Scrub Island Resort, Spa &
Marina that are as follows:
Conservation- It refers to the effective operations including the lighting system, water
and others for saving the overall energy and having an effective energy management system
(Robaki and et. al., 2020). In relation with this, Scrub Island Resort, Spa & Marina have
prominently implemented measures and improved practices for the reducing use of energy in