Tourism Resort Management Report: Market Research and Planning

This report provides a comprehensive analysis of tourism resort management, focusing on the Carden Park Hotel as a case study. It begins with an introduction to tourism management and its stakeholders, followed by an exploration of different resort types, their features, and the management challenges associated with each. The report delves into operational requirements and potential issues in specialist areas, such as staff training and booking systems. It then assesses various resort packages and their alignment with sales objectives, using the Carden Park Hotel as an example. Furthermore, the report includes market research conducted on the resort location to determine the needs of a chosen target market and proposes a business plan for a resort package based on the research findings. Finally, the report investigates the sustainable approaches, practices, and initiatives implemented by the resort, providing valuable insights into effective tourism management strategies. This report highlights key aspects of resort management, including operational efficiency, market analysis, and sustainability, offering a well-rounded perspective on the industry.

TOURISM RESORT
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explore the different types of resorts, their key features and potential issues and challenges
of managing them...................................................................................................................3
P2 Discuss the differences in operational requirements of specialist areas and the potential
issues managing the different specialist areas for a range of resorts......................................5
TASK 2............................................................................................................................................6
P3 Assess different types of resort packages and how they fulfil overall sales objectives,
providing specific examples...................................................................................................6
TASK 3............................................................................................................................................7
P4 Conduct market research into a specific resort location and determine the needs of a
chosen target market...............................................................................................................7
P5 Propose a business plan for a resort package based on the findings of market research and
findings...................................................................................................................................8
TASK 4 .........................................................................................................................................10
P6 Investigate the different sustainable approaches, practices and initiatives implemented by a
chosen resort hotel................................................................................................................10
CONCLUSION.............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Tourism management is oversight of all activities concerned with hospitality and tourism
industries. In general sense, tourism management involves effective management of all aspects
which contributes towards better experience of a visitor. It brings together various stakeholders
for attainment of common specific goals and objectives for enhancing better experience of
considering respective social, cultural, environmental and economical opportunities and risks. In
this report Carden Park Hotel is been taken into consideration (Aro, Suomi and Saraniemi,
2018). The hotel is located for about 1000 acres in Cheshire county and offers wide variety of
services to companies valuable customers including spa, golf courses, 196 bedrooms and is a
award winning spa hotel. This document will include management functions played by managers
and leaders of concern organisation for tackling various challenges faced with regards to tourist
management. With addition to it, this report will explore different types of resorts with their
potential issues and challenges faced by management of the firm while conducting it's
operational activities.
MAIN BODY
TASK 1
P1 Explore the different types of resorts, their key features and potential issues and challenges of
managing them
There are various different types of tourist resorts to deliver as per interests of respective
tourists. Management of each resorts focuses on providing with excellent facilities to their
valuable customers by ensuring better quality of services (Bach and Burton, 2017). The demand
for various resort type and offered facility depends on respective business environment wherein
firm operated it's business activities. Various types of resorts are as follows:
Beach resort: It includes full service package of holiday lodging facilities, with access to
private beaches. It offers wide range of facilities to their customers including food with
entertainment activities. Main attraction of these resorts are enjoyment in beaches and some
established beach resorts includes fun activities for kids as well as organises beach side concerts
with refreshing air and clean beaches. It targets almost all age group people and sometimes is

been also considered as destination wedding locations by arrangements of wedding planner,
photographer and beauty salon etc.
Golf resorts: This types of resorts mainly focuses on individuals who have keep interest
in playing golf. Along with game, this resort provides with facilities of timely refreshments,
entertainment areas including music, theatres, clubbing and many more activities which is as per
interests of their valuable customers. The management of these resorts considers fact of intense
competition while delivering their quality services (Dryglas and Salamaga, 2018). They ensures
better quality of products and services offered to their customers on order to build good brand
image of resort and also enhances growth of the business organisation.
Spa resort: These resorts delivers stress reliefs services to their customers. Historically
most of spa resorts were being developed in natural created places with a motive to deep down
the stress and medical complications of their valuable customers. It offers distinctive facilities to
the customers which contributes towards it's advantage while dealing with it's market
competition.
Ski resorts: These types of resorts are being developed for skiing as well as
snowboarding and includes winter fun sports activities. The key attraction for these resorts is
snow and little spice of quality essential services makes these resorts even more demanding.
These resorts are been located in southern and northern hemisphere receiving snowfall of at least
50 cm.
Challenges faced in managing these resorts
Unpredictable needs and wants of customers: It is one of the most major challenge
faced by various types of resorts. It becomes hard to frame operational strategies working with
unpredictable needs and wants of companies customers. To avoid decrease in sales due to
constant changes in customers taste and preferences, operational management of company
performs regular research on marketing trends.
High maintenance cost: Appreciating the fact of royal and luxury facilities provided in
various resorts, cost of maintenance cant's be ignored. The operational management department
of the business firm have to separate huge chunk of financial resources for maintaining quality
services of these resorts.
Competition: As there is very less differences in respective products and services offered
by these resorts, it increases threat of substitution to the workforce. Most of the products and

services been offered by a type of resort is more likely to be copied by another resort type at
comparability lesser prices (Dunets and et. al., 2019). This lead to shifting up of demands of
various companies customers.
P2 Discuss the differences in operational requirements of specialist areas and the potential issues
managing the different specialist areas for a range of resorts
Various range of resorts Operational requirements Potential issues
Training of staff members One of the most important
operational requirement is the
highly specialized staff and for
this organisation has to
provide the time to time
training about the developing
logistic approaches for staff.
So that they can effectively
interact with the customers and
satisfy them.
Issues are related to the
training cost and staff retention
in the organisation. For
employees training company
need to invest huge and if
employee leave the
organisation then it become
biggest issue.
Organisation of bookings Booking system of the
organisation should be manage
effectively along with aid of
systematic online application
and offline management
system. In order to satisfy the
customers by removing the
challenges .
Price changes and
unavailability of rooms at
some situation is can be
potential issue of the booking.
Some time improper
application management and
server issues lead problem
towards the online booking.
Maintaining Brand image In organisation operational
management should be
effective because it directly
effects the image of brand. So
quality of the time services
Its the competitors who
prevent the brand recognition
and development of the brand
value. The developing
competition and increased

management should be good. quality or variety of products
by competitor is is can become
potential issue of brand value.
Having competitive
advantages
In order to sustain in the
competitive market.
Organisation have be unique
and creative in their services
comparison to their
competitor.
Its potential issue is that it
require high amount of
investment in order to be
unique and creative with
effective technologies. Then it
further require more
investment on market research
for trends and innovation
TASK 2
P3 Assess different types of resort packages and how they fulfil overall sales objectives,
providing specific examples
The providing up of quality services of various resorts is been defined by having
particular packages. An effective package is defined as to providing with more quality services
with relation to it's prices. This helps in attracting market customers and providing with quality
services helps in increasing up of living standard of respective customers after consuming
companies brand (Favre-Bonte, Gardet and Thevenard-Puthod, 2019). Mainly packages of
various resorts are been classified as premium package, moderate package and economical
package as per respective classes of customers:
Premium Package: This package is considered as most desirable as herein focus is on
providing with maximum satisfaction with quality services offered to companies customers.
With light to the fact that this package offers unlimited benefits of moderate package is the most
costly one. The aim of this package is based on providing with maximum satisfaction through
delivering of quality services and products to consumers. It attracts those customers who
demands for quality rather then money. Buying this package with friends and family is a good
time spent on vacations ensuring quality of living standards of people.
Moderate Package: This category of package offers limited services as in case of
premium package. In these types of packages customers are been offered with limited but still

quality of services such as lodging, club, pool also facilities of playing fun sports, gaming zones,
facilities related with music, room services etc. These packages are intended to attract those
class of people who wants limited enjoyment and to casually spend their vacations or holidays.
Economical Package: This package includes delivering of basic services to valuable
customers of the company. This is an inclusion of lodging services, restaurants, swimming pool
and not more then this. These types of packages are been developed for people who wants to
enjoy their vacations and holidays prioritising factor of money.
The chosen organisation i.e. Carden Park Hotel, is offering variety of packages to their
customers depending on their interests and marketing trends. The management of company plays
a master stroke in providing with facilities to their various customers depending on their needs
(SPA STAY EXPERIENCES, 2021).
(Source: Carden Park Hotel, Golf Resort and Spa) Bollinger Experience Stay: It includes refreshments in arrival in spa and also allows to
take home flip flops as a part of this package. It is a luxury class package which is fixed
at a cost of 390 cents. One Night Luxury Retreat: It includes spa garden and thermal experience with addition
to it customers can experience 1 hour spa ritual treatments as well as dinner in
Redmond's restaurant. This package costs 290 cents.
Cardern Park Hotel

 One Night Spa Escape: It includes spa garden and thermal experience with 50 minutes
spa ritual treatments. This package costs 195 cents. One Night Garden Retreat: It includes spa garden and thermal treatments with dinner
facility in Redmond's restaurant. This package costs 150 cents.
 One Night Garden Escape: It includes spa garden and thermal treatments. This package
costs 125 cents.
TASK 3
P4 Conduct market research into a specific resort location and determine the needs of a chosen
target market
Carden park hotel, golf course resort & spa is situated at Tilston, United kingdom. It is
features as a modern spa, 2 golf course & luxury room with elegant view. As well it offers N
number of facilities such as elegant room provides private bathroom with free toiletries &
showers, along with plasm screen TV with sky channels. This resort & spa has fitness centre,
swimming pool, gym, treatment room with separate area for golf players (Kataeva and et. al.,
2019). Additionally it provides some other facilities like evening drinks, live music and it is
surrounded with a beautiful countryside and has has a private vineyard. All such facilities that
are offered by owner of resort is to grasp more visitors towards resort so that profit get maximize
and sales goes increase.
Requirements of target market:- With relevance to current situation, the target market of
chosen resort are those users who are willing to pay more charges by consuming such facilities
that they wish to have in resort. It has been found that it is the most famous resort within UK as
it provides number of advanced series like conference room, dinning facilities, separate golf bar,
wedding services, leisure facilities etc. all these services are being offered by them in order to
meet the needs and demands of visitors.
Targetting family & couples- The primary targets of chosen resort/ spa are families &
couples, this is because they offers such type of services & package which influence both
couples and families (Lian and Yu, 2017). Facilities that are offered by them in context of
targetting group are spa facilities, separate golf bar, private pool attached with room, different
section for couples etc. all these services help them to influence target users towards services.

Meeting consumers needs:- Advancement in technology or innovation in techniques
need to become vital for Carden part to adopt as this help them to meet the requirements of
consumers. As well as this also helps to grasp new consumers consumers and enhance base of
loyal consumers by providing services according to their needs and demands. Through this,
image and values of resort will ultimately goes up within same market.
P5 Propose a business plan for a resort package based on the findings of market research and
findings
Overview: In this dynamic world, it become crucial for all business operation in context
of resort to opt innovation and new advanced techniques for meeting the demands of guest of
resort. For which it there is requirement of formulation of strategies & business plan so that
survival in competitive edge become easy.
Objective: To attain the goal of company it is important to form vision, mission & tactics
and with the help of providing various services to consumer based on planned objective, it is
possible. With relevance to respective resort, their main objective is to target new segment who
are shopaholic as they are thinking to open new shops in resorts in order to full fill the needs of
those consumers who are willing to buy product. They wish to complete this objective within
upcoming 2 years. It has found that it helps those consumers who are ready to experience new
things which is creative & innovative.
STP approach:- It is a strategic model that is adhere by business unit of particular
company with the aim of reaching out all users by making effective strategies. The selected
resort, Carden Park is also undertake this model with same purpose and that are as follow;
Segmentation:-Segmentation tens to division of whole market into small parts, according
to some set categories. Cardin Golf course resort and spa also segment entire market based on
various characteristics like they considered one category in which all those consumers comes
who possess same expectation & requirements (Saveleva and Melnik, 2019). It means based on
income and status factor. It help them to formulate strategics to meet demands of segmented
group.
Targetting: Once segmented got completes next step is to target all segmented group.
Respective resort mainly targets new individual, couples and family who have interest towards
shopping and are willing to explore new things. Through this the entities of respective resort will
able to attain their objective.

Positioning: By gaining competitive advantage, Craden park gold course resort wish to
get leading position within among near resorts. With the help of their set objective of opening
new stores at resort they will effectively able to being successful. In addition to this, it provides
them a competitive advantages also by creating competition for other rivalries.
Pricing strategy: In order to full fill the objective, they do not acquire any pricing
strategy instead of it, they approach or contact to those shops in Tilston who have strong brand
value and image at marketplace so their loyal consumers will got influenced and them to attain
goal. They can make contractual agreement with them. So it offers advantage to both parties
with consumers as they can received satisfaction after consuming services as per their
requirements.
Marketing plan:- For creating awareness about opening of shop, Carden park hotel, golf
resort and spa uses various number of marketing strategies such as digital marketing , social
media marketing, etc. all these strategies used by them are cost effective marketing strategies
and that help them to carry out advertisement about their new addition in resort for grasping new
consumers and retaining existing one.
Controlling and monitoring of activities: Before implementation of activities &
strategies, it is important to control and monitor all planned strategies for determining the gap or
for assessing whether the plan is going smoothly or not as well as able to satisfy the needs and
demands of consumer or not (Song, Wang and Lyu, 2021). If any gap got arises then there may
be chances of failure and that could be in terms of financial loss or may affects the goodwill of
resort.
Hence planning is not only the method for enhancing values and reputation of company
but it requires proper and effective execution of strategies for getting success in planning. So
there is requirements of effective planning for successful execution of laid objective. With
relevance to present situation, main aim of chosen resort is to influence and attract new segment
group by adding new features at resorts.

TASK 4
P6 Investigate the different sustainable approaches, practices and initiatives implemented by a
chosen resort hotel
There are some approaches use by the Carden Park Hotel for sustainability and growth of
the positive effect of organisation on community.
Energy conservation: This factor is very effective approach for the organisation as well
as nature as it involve the minimum use of the natural resources by the aid of energy
conservation techniques. Such as the boilers, lighting system and various other automatic
energy system use by the selected organisation.
Waste reduction and Recycling: This is one of the most effective approach use by the
selected organisation in order to sustain in the business industry and safe the resources. Where
the company can use the new developing techniques for saving the waste of resources and
reduce the cost (Song, Wang and Lyu, 2021). Then company food material waste use for the
decomposition so it can be further use by the farmer in farming, then they transport their plastic
waste for the recycling in order to safe the environment from its negative effect.
Cleaning products Company assures the customers health safety by offering the clean and
healthy services. This can make the valuable image of the organisation too.
Food preparation: In this approach organisation need to make suer that in their food
preparation area or process there should be proper cleaning and hygiene maintenance. In order to
fulfil the legal standers of the food preparation and safety (Yolal and et. al., 2017).

CONCLUSION
By analysing above report it can be said that operational management of various resorts
have to perform different activities as per marketing trends as well as needs and wants of people.
Various resorts faces different challenges while conducting it operational activities. For
providing effective satisfaction to companies customers higher authorities of firm go through
intensive research of market and provides with variety of packages as per customer's class and
preferences.