Tourism Resort Management: Analysis, Business Plan, and Strategies

This report examines tourism resort management, focusing on a golf resort in the UK. It begins by defining tourism destinations and introducing the Cardin Park Hotel. The report then explores various resort types (beach, Iceland, golf, luxury, and spa), highlighting their key features and potential. It addresses management challenges, including changing customer expectations, renovation costs, technology updates, health and safety, environmental issues, global warming, and licensing. Strategies for managing these challenges are discussed, along with risk management. The report further analyzes operational requirements and potential issues in different resort areas, such as staff training, booking management, brand image maintenance, health and safety, and human resources. Finally, the report proposes a business plan for a specific resort package, aiming to maximize revenue and profit through market research, goals, resources, competitor analysis, pricing and marketing strategies, and expected returns.

Coursework
Tourism Resort Management
Submitted by
Session: September 2020
TABLE OF CONTENT
INTRODUCTION......................................................................................................................3
Different types of resorts and key features & potential, various issues and challenges in
management of such resorts..................................................................................................3
propose a business plan for a specific resort package to maximise revenue and profit based on
the findings of market research. (Business plan must have: - suggest to see Business plan
templates online or vle in your LO3 notes. Add more details such as goals and objectives,
resources, competitor’s analysis, pricing strategies, marketing strategies, expected return,
time frame as per the template)..................................................................................................9
CONCLUSION........................................................................................................................15
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INTRODUCTION
Tourism destination can be defined as a place where there is regular visiting of tourist
from different localities in areas in order to gain satisfaction and explore the destination (Ali,
2015). And this report the chosen organisation is card in park hotel a golf resort which is
presented in Tilston, UK. This destination focuses on the customers who has a great passion
of golf and play the golf. This resort provide luxury facilities to customers so that it can talk it
them in an appropriate manner and use a positive brand image within the market to achieve
its objectives. Under the present report there is a discussion about different type of resorts and
key features of these resorts in the current challenging management system. There is also a
discussion about different operational requirements and potential issues in management.
Along with this resort packaging and specific resort location decontamination needs will also
be discussed. Appropriate business plan and package which require a suitable approaches
initiatives and practices will also be elaborated.
Different types of resorts and key features & potential, various issues and
challenges in management of such resorts
There are different type of resorts which are related to satisfaction of needs and
requirement of customers in order to achieve the objectives and provide various kind of
features according to their function. Some of these are discussed below:
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 Beach resort It includes that kind of resort which is situated near the beach. The
speciality of these kinds of resorts is that they provide appropriate location for the
individuals who want to travel at the beach locations. These kinds of resorts are
generally operated on the beach side locations which can be seen widely in UK. They
include different kind of establishments which are related to romantic gateways
beautiful views which mainly focus on sections of customers and provide luxury
benefits (Ali, Amin And Ryu, 2016).
 Iceland resort It includes that kind of resort which is located at the high landscape
and provide luxury feelings to the customer at these kind of locations. This kind of
resorts targets the customers in Iceland region. Organisation used to target that type of
customers who is willing to spend a long time and money to enjoy their vacations.
 Golf resort Golf resort is that kind of resort system which is related to playing golf at
a resort. It is a widely used system which allows the organisation to provide facilities
to the customers for playing golf and enjoying their vacation at that particular resort.
This is helpful to organisation achieve its objectives by providing the functions related
to customer services (Amirudin, Nawawi And Salin, 2017).
 Luxury resort It blues those resorts which are related to providing luxury services to
the customers in order to satisfy their needs and requirements. These kinds of resorts
as a complete luxury experience for its customers and provide them satisfaction to be
the part of that resort. This kind of resources are located at better locations which
include beach side and various other areas which are related to performing function
and using these function in accordance with organization objectives. This is also
identified that there are number of function which has to be performed in order to
meet objectives and performing function in accordance with needs so that they can
satisfy customer by luxury experiences.
 Spa resort Spa resort is kind of resorts which are founded in UK. These kinds of
resorts are essential for the organisation in order to maintain the functions and achieve
the objectives and time related way. . These reports are related to those function
where the provide spa facility to customers so that they can get maximum satisfaction.
This is also analysed that there are number of function and feathers which are
involved under this. There are number of function, this also involve present
experience.
Challenges in maintenance of resorts:
 Changing customer expectation: Barry impact of globalisation in continuous
development in the transportation facilities the customer expectations are changing
continuously. These expectations are essential for the organisation in order to perform
the function and lead in sales of services. In order to attract the customer it is essential
for the resort to maintain a better customer expectation system and use the current
trends (Chikere and Nwoka, 2015)
 Renovation and maintenance: This can also see that in the current time there is
continuous evaluation and maintenance of resorts which include a huge cost for the
organisation. It is essential for the firm to maintain appropriate functions and identify
the current and future profitability in order to implement a huge investment in the
project.

 Updating with latest technology: Technology is also factor which is impacting as a
challenge to the organisation. This can be seen that there are continuous changes
within the technology which can impact on the performance. Resort has to use
continuous updating with other technology so that it can work with the current
business environment in the industry.
 Health & Safety: This is major challenge in front of resorts where they have to
maintain an appropriate system so that they can maintain safe and secure
environment. This is because, there are number of function which have to be use in
accordance with needs. These are rated to safety of employee an performing function
accordingly.
 Environmental issues for each type of resorts: this include all those factors which
are related to natural declaration. The issues like melting of snow, tsunami, water
wastage, degrading natural resources, pollution, garbage disposal in natural resources,
wastage of food and much more. In context to this, it is compulsory for firm to use
effective practices like replacing machines with models which are less harmful for
the environment and uses energy and cost efficient models, recycling resources,
teaming up with guests and encouraging them to reuse and recycle that will reduce
resources like turning off lights, using public transport rather than private car for
exploring that could be beneficial in achieving the aim and can be used to achieve
business objectives and manage these function according to needs and requirements.
 Global warming impact: this is identified that global warming is major issue in front
of global organisation where factors like recycling, reusing and reducing are
implemented and focus is being laid so that many people follow and work towards it.
When energy resources are eliminated and instead of natural resources are used, this
reduces generation of chlorofluorocarbons which on same stage reduce heat and
global warming. When people instead of air conditioners use fresh air whenever
possible this can be achieved to an extent.
 Licensing issues: under this, resort has to use only such things and measures of which
it has taken license of. For instance if the resort is not licensed to sell liquor to its
visitors, it should not promote selling. If the resort exceeds its limit of keeping visitors
as per the license prescribed, it is a punishable offence and with this it will also
pressurise the land and resources as well.
Management of challenges
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This is essential for origination it manage all these challenges in order to perform in effective
way and achieving business objectives. These can be managed well by providing proper
training and development to individuals and working staff so that they perform as per the
guidelines and work with sustainability. In order to address all these issues organization can
use to perform number of function which is related to managing human resources sand
finance in accordance to needs of current business environment.
Risk management strategies
This is effective system which is related to use of functions and perform all those functions
which is performed according to needs. Under this firm can use to perform function which is
related to use of functions. It can also be said that in order to minimise risk and threats at time
of operating production or providing services, a trained person should supervise the tasks to
reduce further inefficiency and wastages in coming time.
Steps and Recommendations
 Identification of risk: This is prime step in which organization is using
function which helps in performing all activates and using them in accordance
with current function.
 Analyse and evaluate risks: Under this stage there is used of number of
function and these has to be performed in appropriate way.
Various differences in operational requirement and potential issues in
management of special areas in various range of resorts
Various range in
resorts
Operational requirements Potential issues
Training of staff
members
Training and development is an
essential function which has to be
improved in order to achieve the
objectives of the organisation and
promote effective working skills
within individuals. This is helpful
to the organisation in achieving
its objective and managing the
functions in an appropriate way
(Chrimes, 2016).
In the current system of resorts, high
turnover is a major issue which impact
on the training and development of the
employees. Due to continuous changes
within the job it is impossible for
organisation to conduct appropriate
training and development sessions in
order to improve employees on
different jobs.
Organization of One more important function to price fluctuation is a major factor which

bookings the organisation is related to
booking of tickets and resort.
This is also require appropriate
care organisation use E-
Commerce sites like tele booking,
trivago and many others to book
the resort for the quest. This also
includes a number of challenges
which has to be faced by the
manager in order to improve the
satisfaction level of customer.
impact as an challenge to the
organisation under organisation of
booking. manager from Facebook
analyse appropriate systems which can
be used to improve the functioning in
identify the required resources to
perform the process of booking.
Maintenance of a
brand image
Maintaining and appropriate
brand images also responsibility
of management team in order to
improve the functions and
achieve the objectives of
business. building a better brand
image of resort will help in
attracting the customer at
international level.
There are a number of issues which has
to be faced by the organisation in
relation to managing its brand and
improving the brand image. Under this
organisation has to provide better
quality services to its employees so that
they can perform with full and
dedication and will help in improving
the brand image. is order can also be
used to provide hygiene system which
will help in attracting the customers and
will use appropriate working system
(Fallone, Parken and Yeo, Western
Digital Technologies Inc, 2016).
Health & Safety: This act as a prime function which is related to achieving business
objectives and performing function in accordance with operational requirements of firm.
Under this it is needs to organization that it has to include all safety and security means which
are required to perform business function.
Human resources: This is also identified that there are number of function which has to be
performed by organization under this function. In context to this it is also evaluated that
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manager has to use effective training and development. This is effective form to use this and
manage function in accordance with current needs and requirements.
This can be evaluated that in order to address all these issues organotin can perform
function which will support better manages and number of tools such as employee
motivation. Rules and regulations performed by business and manage function.
Different resort packages and how they are able to fulfil their sales objectives
There are a number of resort which are providing the services in the resort industry each
and every is not has their own features and abilities which are required and dependent on
their packages which are offered to the customers in order to provide their satisfaction. In
context of the current time there are a number of resources and packages which are provided
by the resorts to the customers. These are discussed below:
Premium package: Premium package can be defined as the most desirable package
which is related to providing services by resort to its customer. It include number of facilities
like lodging drinking clubbing spotting and many other which are provided by the resort to its
customers. This type of services is important in satisfying the needs and requirement of
customer and targeting the customer from the premium range. There are a number of resort
places which can be visited by the people in order to send spend their good and quality time
with family and friends. This provides appropriate solution to the demand of luxury and
comfort of an individual while seeking for resort (Gössling, 2015).
Moderate package: Moderate package of restaurant is that kind of package which
include the functions between premium package and economic package. Modded package is
that kind of package which is directly related to providing the services by resort according to
the money spending by the individual. It also include number of functions which are lodging
pool club sports gaming zoom gym live music cafeteria and many other. All these functions
are included under the moderate package offered by resort.
Economic package: Economic package can be defined as a package which is provided
by the resort in order to satisfy the needs and requirement of low income level customers.
Under this package organisation doesn't provide luxury services to its customer but include
all those basic services which are required to satisfy the needs and requirements of an resort
booking. Economic packages helpful in targeting the middle income level group individuals
and attracting large number of customer toward the organisation (Khoo-Lattimore, Prayag
And Cheah, 2015).

It can be analysed from the above mentioned information that there are a number of
systems which can be used by the organisation in order to attract the customer and provide
them a specific package. Furthermore, it is dependent on the nature of organisation and
customers that what kind of packaged choose to satisfy the needs and requirements.
Market research of a specific resort location and decontamination of needs
of the target market
To understand the customers it is significant to engage customers in an intelligent manner and
take this under optimization. More husky and creative buyers are needed to be engaged and
of different demographics so that all category of customers are involved. Data should be
collected and stored for further use and analytic. The research techniques and tools that are
required to be used while collecting information of the customers can be categorised as
customer behavior research wherein it is surveyed what sort of demands customers has,
customer focus groups should be made so that the customers who can be changed to
permanent customers are focused mainly and much more. Some tools which can be used for
analyzing the competitors include quick search, wappalyzer, builtwith, woorank, owletter,
similarweb and many more.
Critically analyse the needs of customers and create a resort package to maximise
business and profitability.
The needs of customers in creating a package for resort to increase business and profitabilty
can be generated through building a map and then proceeding toward the strategies and plans
which will reduce the efforts and enhance revenue and profitability. Also selling the
experience that can be used over transaction, using and registering over a search engine to
cater a large cap of customers, developing and generating high quality images so that
customers are attracted. Being technology friendly and analysation of revenue and proper
evaluation of it.
Carden Park Hotel, Golf resort and spa: In relation to the current report The
chosen location is tales in UK where this hotel is situated. it provided services to the
individuals where it include golf and spa along with fitness centres and various other facilities
like swimming pool treatment rooms and many other. all these facilities are provided by this
resort in order to improve the experience of customers while playing a golf and achieving
better satisfaction level (Lee, 2017).
Needs of target market: according to the current situation of the resort organisation
is willing to invest huge amount on different services which it want to improve for attracting
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the customer. It is a popular hotel which represents number of resort in its area. Organisation
is going to improve number of services according to the needs and requirement and provide a
customisation pattern which improve the quality and provide wide range of facilities. The
current target market of organisation as discussed below.
 Targeting family and couples: Families and couples are the main target of the
organisation where it can easily target families and couples by providing them
facilities of spa and golf garden. Restaurant is also offering romantic section for the
couples so that they can enjoy their honeymoon.
 Meeting customer requirement: Meeting customer requirement is also a target of
this hotel and spa where the resort is focusing on changing its functions in order to
improve the customer needs. Company is also focuses on satisfying than needs by
improving its power feature and providing a better golf course (Lo, Wu And Tsai,
2015).
A business plan for a resort package
Introduction: Current business in my weight is changing continuously which also raises
the needs for the resort to implement changes in order to address the customer requirements.
This include a development of strategic business plan which is related to survival of the
organisation the highly competitive environment the following some early strategies.
Objective: major objective of this plan is to link the mission vision and objective of the
organisation in a particular direction so that it can achieve its goals and objectives of
improving it services within the market.
 The major objective of the team of organisation is to achieve a competitive edge
within the market by providing sophisticated services. As the strategy this is not is
providing some shops which will fit to the dates and requirement of customer in will
help in improving the functions in an appropriate.
 In context of this function, organisation can use STP approach to improve the
functions and achieve the objective (Mearns and Boshoff, 2017).
STP Approach: This approach will also be used by Carden Park Hotel, Golf resort and spa
which:
 Segmentation: Address segmenting organisation has to segment its market according
to the needs and requirements of a strategic plan where it can target the customer in
small lots for achieving specialisation. in context of the current resort it can be used to

divide the market according to the characteristics of customer care organisation will
use to target customer between age group of 18 to 40 (Mason, 2015).
 Targetting: Under targeting organisation has to talk in the individuals which are
segmented in the above stage by the use of various promotional tools and techniques
to retain and attract them toward the organisation. near the current resort will hire
some brand ambassadors who can promote the organisation by the use of
advertisement and other functions. So that the segmented group can be targeted easily.
 Positioning: Positioning is the last stage of the process where the Carden park hotel
as to use its function and position the product within the market which is segmented
and targeted by the organisation. This is appropriate system to implement the strategy
and achieve the objectives in a time related way.
 Pricing strategy: Pricing strategy is also important while formulating a plan to
improve the function of a resort. In context of the current pricing strategy organisation
used to charge higher prices for premium services and lower prices for economic
services. After formulation of new strategy this system of pricing will continue within
the organisation because it is related to the cost of the organisation which is
implemented by the firm on its premium suite economic suite and middle level
operations (Nicolini And Monteiro, 2016).
 Marketing plan: Marketing plan is an essential function which has to be identified
while performing a particular plan in order to improve the functioning of a resort.
under the marketing plan all the functions which are related to establishing
relationship with the customers and the organisation product will be covered. In
relation to the current resort appropriate marketing strategy is necessary to attract the
customer towards the resort. In this context the management within the team can use
various advertisement and sales promotion methods.
 Controlling and monitoring of activities: Controlling and monitoring is a last
activity in formulation of appropriate plan to identify a resort package in the current
time. This is the most effective part which is used by a management team. This will
help the organisation in improving its profitability as well as classify different
activities according to the needs and requirements. This will also marriage functions
and implement the strategy in an appropriate way so that wastage of resources can be
checked easily (Philander And Zhong, 2016).
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Different sustainable approaches, initiatives and practises to be implemented by
a chosen resort.
See below how to address this criteria correctly
In your chosen resort, investigate the different sustainable approaches and
practices adopted to meet the stakeholder needs
For guidance you may consider the following:
 What are the Key principles of sustainable management in general to
increase profits?
 Critically evaluate your selected hotel’s Environmental policy, audits and
initiatives to minimise the environmental impacts.
 Critically evaluate the How do you see the destination competitiveness of your
selected resort and sustainability
Evaluate how these sustainable approaches, practices and initiatives would
enhance brand value, image and business performance
In context of the chosen resort it is operating with better management and number of
strategies in relation to addressing the segments where it is performing. This makes it easier
for the organisation to use appropriate function in order to build classical package which will
help in achieving objectives of higher profitability and better management.
Energy
conservation
Energy conservation is the most popular approach which is used by the
resort in boilers system of lighting kitchen equipment and various other
automated energy system. Here, organisation is using renewable
sources of energy so that it can become energy efficient organisation
which is not dependent on the electricity from non-renewable sources.
This also helps the organisation fulfilling its obligation toward the
environment by using environment friendly techniques (Tashman And
Rivera, 2016).
Waste reduction
and Recycling
Waste reduction and recycling is also a program which is used by the
resort in order to improve its functioning within the market and provide
a very common objective. Here are organisation is targeting to dispose
more than forty to fifty present beast from the landfills and will use this
waste in relation to cooking and recycling.
Cleaning
products
Cleaning of product is also a function which is performed by this resort
where it is used various kind of safety measures and provide training
and development to the employees to clean the products in an
appropriate manner. In context of a hospitality sector it is important for
organisation to use appropriate measures in the cleaning procedures so
that it can be maintained hygiene and improve the image of resort in
front of customer. For this The chosen organisation used chlorine
bleach, petrochemical substance and many other to clean and maintain

hygiene.
Food
preparation
And food preparation system it use appropriate approaches which are
useful in delivering the better outcomes to the customers. Hera resort
always follow to use fresh ingredient food and beverages healthier item
so that it can lead to a safe production system and provide healthy and
safe food (Ukaegbu-Obi, 2016).
Spa This also focuses on spa facility of organisation where it is used to
develop the spa in an appropriate manner so that customer can satisfy
their needs and requirements regarding the spa facilities provided by
the form to the customers. These facilities manager used to provide hot
and cold spa. There are many innovations such as usage of signature
treatments are also emerging which can help in building up of special
connection with guest of resorts who are willing to use such spa
services (Zelinskaya, Chueva and Chuev, 2016).
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CONCLUSION
It can be concluded from the above mentioned information that hospitality sector is
growing continuously where it is required by the manager to use appropriate strategies. There
are a number of resorts which are operating in the current business environment with better
infrastructure and functioning. In relation to survival of other resorts it is necessary to use
Innovation and innovative techniques. Along with this it can also concluded that appropriate
business plan is necessary to formulate effective resort package which can fulfil the needs
and requirement of customer and have the organisation in performing its operations.
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