Tourism Resort Management: Packages, Strategies and Challenges

This report provides a detailed analysis of tourism resort management, focusing on various aspects of the industry. It begins with an introduction to tourism management, highlighting its role in the hospitality and lodging sector, and the importance of guest satisfaction and profitability. The report then delves into different types of resorts, including beach resorts, luxury resorts, and spa resorts, outlining their key features and potential challenges in management. It further examines operational requirements, such as health and safety regulations, licensing, and staffing, and discusses management strategies to minimize issues related to customer experience, leadership, and bookings. The report also explores sustainable approaches, practices, and initiatives implemented by resorts, along with specialist areas such as spa and beach facilities, and potential issues in managing these areas. Additionally, it covers different resort packages, their business implications, and how they fulfill sales objectives, supported by market research and a business plan for resort packages, concluding with sustainable practices. The report uses the Crow Wood Hotel & Spa as a case study, providing practical insights into the challenges and opportunities within the tourism resort industry.

Tourism
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Table of Contents
Tourism ...........................................................................................................................................1
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................4
P1: Various types of resorts, their key features and potential issues for managing the challenge
.....................................................................................................................................................4
Potential issue and challenge for manage the types of resort .....................................................5
M1: Evaluate the operational requirement for the management strategies to minimise the
issues and challenges ..................................................................................................................6
P6 Sustainable approaches, practices and initiatives implemented by a chosen resort hotel......6
P2: Discussion for the specialist areas of the resorts with potential issues in managing the
areas.............................................................................................................................................6
M1 Operational requirements for spa and beach resorts and their management strategies for
minimising issues and challenges...............................................................................................7
D1 Potential challenges and issues with recommendation for minimising their impact............7
M2 Business implications of various resort packages................................................................8
D2 Justification for employing range of packages to enhance sales and profitability................8
P3 Different resort packages and how they are able to fulfil their sales objectives...................9
TASK 3..........................................................................................................................................10
P4 Market research of a specific resort location and decontamination of needs of the target
market........................................................................................................................................10
P5 Business plan for resort packages........................................................................................11
P6 Sustainable approaches, practices and initiatives implemented by a chosen resort hotel....11
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REFERENCES..............................................................................................................................13
INTRODUCTION
Tourist resort management is the part of the hospitality and the lodging industry which is
conduct by different types of managers in the hotel or resort for oversee the food and beverage. It
included the hospitality administration, hotel management, resort and restaurant for management
of the food services in planning, leisure studies and administration and marketing. It also
includes he personnel management for travel and logistics management to secure safety and
health services to maintain the ethics and applications for the various types of locations. Tourism
management essentially focused on management of the tourist attractions for maintaining
establishments in the tourism industry with the three aims for ensuring guest satisfaction, it is
also benefit for making profit in the business. This report is based on the two resorts which is spa
resort and beach resort, in the spa resorts there is the Crow Wood Hotel & Spa is set to become
one of the best hotels in Lancanshire since opening doors in October 2019, this brand represent
the luxury hotel in 40 acres of the private perkland in Burnley, Lancashire (Zelinskaya, Chueva
and Chuev, 2016). It is the spectacular views of the Pendle Hill and the surrounding countryside,
for the beautiful ornamental lake which is the most wonderful place for spend the leisure time. In
this there is different characteristics of the common resort to handle the different issues for
manage the conditions. There is the different kinds of packages is also there to meet particular
business plan for the resort hotel.
TASK 1
P1: Various types of resorts, their key features and potential issues for managing the challenge
Resort is the place of the self controlled which is mainly built for spending the leisure
time and for meeting the needs of the visitors under the one roof. Each resort has different
package and different working style for relaxing their body and spent some leisure time, for this
they create the clean environment for making the availability of all essential materials of the
human being. In the Crow Wood hotel & spa is the resort hotel which focus on creating the
exciting activities for the offering of the new tastes, local area restrictions and relaxing spa
treatment. There are various types of resorts is there with different features.
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 Beach resorts- This type of resort is located on the major beach which involve the
proximity in their own, in this resorts they have their own features according to location
which offer different types of the fun rides activities which offer full service holiday
facility to the families which include recreational activities, lodging facility, better
conveyance for the the families. This type of resort offer various exciting packages for
the water activity like scuba, parasailing, snorkelling and volleyball.
 Luxury resorts- In this resort there are different types of facilities is provided which is
very luxury which includes the single room, all the luxury amenities, complimentary
items, free personalized services and airports transfers. There are some features of the
luxury resorts which is their quality of the all things used in the resort is luxury, room is
decorative, there is the example of the resort is the Heythrop park resort contain the
comfortable rooms, beautiful accommodation, wedding venue and golf course for the
clients to maintain the facilities for the satisfy the customer by their different service.
(Amirudin, Nawawi and Salin, 2017).
 Spa resorts- it is the common resorts which is mainly found in all the resorts because
ever clients wants relaxing therapy for spend their leisure time, it is the location for the
mineral rich spring water for take the medicinal baths. It is used for in the luxury resorts
which give more pampering and beauty treatments for foster the personal growth. It is
very much popular for the causal spa- Goers.
Potential issue and challenge for manage the types of resort
Managers in the resort hotel face the wide number of the challenges for managing resort
types. In context to Crow Wood hotel & spa, there is the assistant general managers which face
the following challenges and issues for managing the all types of resorts which is luxury and
beach.
 Changing customer experience- In modern world, there are various changes is occur
which cause many problems and issues for the managers to manage the resort type. By
change in the customer expectations there is minimum price is offered for the various
services to manage its all resorts, in the Crow Wood hotel & spa managers to make the
various apps for instant possible outcomes for the similar levels of personalisation,
efficiency along with the convenience at the resort for their party.
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 Leadership- In all resorts types, there is the necessary of the potential leaders for the
stimulate work which is very difficult to work, in this there is the need of the good leader
which help in perusing the good leadership. In Crow Wood hotel & spa, leaders facing
such a challenging problems for the tangible outcomes which is very difficult for the
people to remain responsible for the mistakes and problems in the workplace.
 Bookings and pricing- In the growth of the online bookings, there is the major
challenges for manage the resort for holding the pricing across board. Pricing is changes
from one site to other for affect the bookings. In Context to - In modern world, there are
various changes is occur which cause many problems and issues for the managers to
manage the resort type. By change in the customer expectations there is minimum price is
offered for the various services to manage its all resorts, in the Crow Wood hotel & spa
managers to make the various apps for instant possible outcomes for the similar levels of
personalisation, efficiency along with the convenience at the resort for their party. In
Context to Crow Wood hotel & spa, managers are facing challenge for manage the
luxury resort for make the fluctuations in the online bookings and offline bookings. In
the peak seasons there is the huge bookings along with the discount coupon which puts
huge stress on the staff of the resorts (Yaming and Hui, 2018).
M1: Evaluate the operational requirement for the management strategies to minimise the issues
and challenges
P6 Sustainable approaches, practices and initiatives implemented by a chosen resort hotel
Sustainable approach in tourism is when the environment is being preserved without
humiliating or changing. It includes cultural uprightness, ecological activities, life support
structure and biological variety to be maintained and managed for satisfying the tourists needs
and requirements. Sustainable tourism defines the principles that needs to be adopted for
carrying the activities of development of contrasting tourism types. The fundamentals of
sustainable tourism is defined by United Nation Environment Program (UNEP) together with
United Nations World Tourism Organisation (UNWTO) (Miszczak, 2020).
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P2: Discussion for the specialist areas of the resorts with potential issues in managing the areas
The range of the resort is very wide for the operational requirements for developing the
areas and potential issues in the Crow Wood hotel & spa which is to be managed for making the
luxury resorts.
Basis of differentiation for
the specialist areas
Operational Requirements
for the specialist area
Potential issue for manage
the specialist area
Organizational Bookings In beach and spa resorts there
is the key requirement is
require for making operation
and systematic booking
through e- commerce like
various booking sites. In
context to Crow Wood hotel
& spa there main focus is on
the area or booking of the
rooms for the offline and
online.
It is the potential issue for
managing the booking in the
fluctuation of the price by the
customers in the off seasons.
In Crow Wood hotel & spa
there is the requirement of the
office department for the
various peak seasons, demand
for the hotel resorts which
leads to dissatisfaction among
the customer.
Differentiation strategy In all the resorts there is the
use of the differentiation
strategy for maintain the
competitive among others. In
Crow Wood hotel & spa they
operate in the hospitality In
industry by follow the
differentiation strategy.
In differentiation strategy there
is changes in the market place.
There is the requirement of the
success fir attempting the
differentiation strategy. In
Crow Wood hotel & spa there
is the include of the distinctive
features for the target
audiences.
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M1 Operational requirements for spa and beach resorts and their management strategies for
minimising issues and challenges
Spa and Beach resorts requires following operations for delivering guest satisfaction:
 Health and Safety regulations- In operating spa and beach resorts various rules and
regulations are considered for preserving guest health and safety.
 Licensing requirements- It is require to have licenses for operating resorts and
generating profits. For the establishment of resorts it is must to have legalised licensing
which leads to fulfilment of authorisation by the government.
 Competent Staff requirement- It is essential to have skilled and trained employees for
serving customers needs effectively.
 Control of Substances Hazardous to Health (COSHH)- It is require to control and
timely audit any hazardous substances used in operations of resort.
 Maintenance and Construction- It is required to have maintenance team which is
essential for keeping resorts at healthy conditions. Ski resorts requires timely
maintenance and construction for preserving its recreational activities.
 Inspections and Audits- It is require to have timely inspections and audits for protecting
health and safety of guest (Cakar, 2018).
D1 Potential challenges and issues with recommendation for minimising their impact
Resorts manages various key issues and challenges with building risk management
strategies. These are as following:
 Health and Safety- It is one of the key issue faced by resort companies for sustaining
health and safety of guest. For this it is recommended to incorporate practises which
helps in preventing health and safety issues. It can
 Environmental issues- Companies faces various fluctuations in the climate and weather
conditions. These are due to the impact of global warming which affects performance of
resorts. It hampers business transactions and profitability drastically. It is recommended
to provide seasonal offers and hampers resulting in enhancing sales.
 Competition- This challenge affects majorly in attracting potential and existing market
share of a company. With the increase growth in tourism sector it has led to stiff
competition. For this companies should build unique features and competitive strategies
leading to competitive strategies (Singer, Kieu and Pravitasari, 2019).
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 Changing needs and preferences- This has become challenging to embrace fluctuations
in the needs and preferences of customers. It is recommended to analyse emerging trends
in the market which led to tapping of changing needs and preferences.
M2 Business implications of various resort packages
Resort packages are essential for sustaining sales target and profitability of a company. It
has various implications on the operations of business due to availability of different budgeted
packages. These are built focusing on the customer's affordability of various services. This leads
to allocation of customers in different ranges which differentiates on the basis of quality services
and other recreational activities. It has direct impact on the profitability with increase in sales for
economic packages. Thus, it affects potential customers for premium and moderate services
leading to less profits. It is recommended to provide more offers and discounts on expensive
packages. Companies can utilise various sales promotional tools and techniques for enhancing
sales and profitability. Quality services involving all the needs and wants of customers helps in
attracting more potential customers in the range of premium packages (Miao, Peng and Mi,
2017).
D2 Justification for employing range of packages to enhance sales and profitability
Business packages are build considering key factors such as income of customers,
demographic conditions and other leading factors. Company has involved all the factors for
building effective packages which further helps in increasing sales and profitability. These
packages helps in attracting customer with high income group.
P3 Different resort packages and how they are able to fulfil their sales objectives.
Resorts have different packages for building up the needs of their target market. Every
package is different from each other and the prices of each package vary. The packages are
charged on the basis of their differential features. These packages are broadly divided in three
categories that are discussed below:
Premium Package- It is the most desirable package including various prerequisites and
amenities. It includes clubbing, sports activities, recreational facilities, drinking and various
other facilities associated with the package and are charged premium for such packages in
comparison to other available packages. The target customers of this package is high class gentry
who is ready to pay some extra to derive a better experience, demands comfort and luxury. The
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services provided under this package are of superior quality (Mustafaeva, Tappaskhanova and
Thamitlokova, 2020).
Moderate Package- The package below the premium is moderate package. The
customers availing this package are offered the activities like live music, gym, game zone, spa
services, etc.. They are charged lower then the premium package but higher then economic
package. The target audience for this package is the upper middle class people.
Economic Package- This package is the most reasonable package, mostly only basic
services are offered in such type of package. The target customer base for this package are the
middle class people who are restricted for paying much but are willing to enjoy and visit resorts.
It only includes basic services like restaurant services and swimming pool services, etc..
All the above stated packages are offered to cater different needs of different customer
base. Customers avail the packages according to their needs and wants keeping in mind their
budget constraint. It helps the customer in better understanding of services provided in
accordance with the particular package (Moreno Mendoza, Santana Talavera and León, 2018) .
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TASK 3
P4 Market research of a specific resort location and decontamination of needs of the target
market
In today's changing environment it is very important that resorts are able to adapt to changing
requirement of customers. This requires for building up of a strategic business plan for surviving
in the high competition environment
Carden Park Hotel, Golf resort and spa: This is a resort which is located in UK. It has
different facilities like Golf and spa, along with fitness centres and various other facilities such as
swimming pool, treatment rooms etc.
Needs of target market: There are target market for Carden Park Hotel, Golf resort and
spa provided in the resort. This is situated in Tilston, UK. There are several innovative services
including leisure facilities, conference rooms, space for events, training, wedding services,
dining facilities and many more which are present in this resort (Santana-Jiménez, Hernández
and Suárez-Vega, 2019).
 Targeting family and couples: The main target market for Carden Park Hotel, Golf
resort and spa includes couples and families. The target market focuses majorly upon
different couples who are newly married and want to spend leisure time.
 Meeting customer requirement : This includes the meeting of customer requirements
and needs that are involved in the managing of customer experience. There is need to
enhance the customer opportunity by managing the attainment of customer service
effectively. There is need to manage the customer experience properly.
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P5 Business plan for resort packages
Introduction: In the present era with changing needs it is important that resorts are embracing
changes effectively. For this it is require to build strategic plans which helps in reducing
competitiveness in the market.
Objectives: The major objective is to build vision, mission and new goals leading to effective
services. It aims to target customers with high potential for consuming premium services. This
leads to incorporating excellent services which will address emerging needs and preferences of
customers (Mirek, 2016).
STP model
This is one of the popular model for increasing sales and profitability of a company. It
includes following attributes such as:
 Segmentation- In this customers are divided into different groups with similar
characteristics leading to identical needs and preferences. This includes various factors
such as income, demographic conditions, education and psychological factors etc. This
helps in differentiating people with building of various groups.
 Targetting- In this step segmented groups are targetted on the basis of needs and wants of
customers for company's products. This leads to focusing people with interest in the
services of a company. It helps in building focused strategies for attracting specifioc
group- of people in a segment. Also, it leads to better serving of needs in different
groups.
 Positioning- In this step targeted customers are provided differentiated services with
promotional strategies. It helps in positioning companies services effectively. It includes
building of customer image in the minds which leads to attracting potential (Alderighi,
Bianchi and Lorenzini, 2016).
P6 Sustainable approaches, practices and initiatives implemented by a chosen resort hotel.
Sustainable approach in tourism is when the environment is being preserved without
humiliating or changing. It includes cultural uprightness, ecological activities, life support
structure and biological variety to be maintained and managed for satisfying the tourists needs
and requirements. Sustainable tourism defines the principles that needs to be adopted for
carrying the activities of development of contrasting tourism types (DINCU and Brad, 2016) .
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The fundamentals of sustainable tourism is defined by United Nation Environment Program
(UNEP) together with United Nations World Tourism Organisation (UNWTO). The major
aspects involved in sustainable practices in resort hotels are:
House keeping- This department is indirectly responsible for the health of visitors. Clean
resort and scrubbed rooms are considered to be the most important factors for attracting the guest
attention. It plays a vital role in ascertaining that whether the guest will come again to the
organisation or not.
Food Service- It is a superior department in the hospitality industry and plays a
significant rile in maximising the customers satisfaction. Controlling the food cost is an
important part for a resort, as it helps in keeping the business profitable for a long run. It involves
careful stocking of inventory, and sourcing various suppliers as the most cost effective
technique(Vatresia, Sadler and Rais, 2017).
Staff Engagement- A motivate employee can be more loyal to the organisation and have
a high contribution towards organisation's success and goal achievement. Every employee should
be encouraged and rewarded for contributing their ideas for the better working in the
organisation. Engagement makes the employees feel more important for the resort.
Purchases- This department's role is to assure the availability of supplies, services and
equipments to the operations for maintaining predetermined desired standards at minimum cost.
They ensures continuous supply of all items required by all departments as and when required
(Ermakov, Dotdueva and Lang, 2019)
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