Unit 41: Tourist Resort Management Report - Business Strategies

This report delves into the multifaceted world of tourist resort management, examining various resort types such as all-inclusive, beach, golf, and ski resorts, while highlighting their key features and potential operational challenges. It explores the different types of resort packages, including leisure, corporate, and business-leisure combinations, and analyzes their business implications. The report also covers market research methodologies to understand target market needs, illustrated with examples from Ballygally Castle resort, and develops a business plan to maximize profitability. Furthermore, it assesses sustainable approaches and initiatives implemented by Ballygally Castle, proposing ways to enhance brand value and business performance. The report utilizes secondary sources and references to support its findings, offering valuable insights into effective resort management strategies.

Unit 41
Tourist Resort Management
1

Table of Contents
Introduction........................................................................................................................3
LO 1...................................................................................................................................4
Different types of resorts, key features and their potential issues and challenges.......4
Potential issues of managing the resorts.......................................................................7
Different operational requirement for a range of resorts and their management
strategies to minimise challenging issues......................................................................9
LO 2.................................................................................................................................10
Different types of resort packages...............................................................................10
The overall business implications of developing and running a range of resort
packages......................................................................................................................11
LO 3.................................................................................................................................12
Market research into a specific resort location regarding the needs of a chosen target
market..........................................................................................................................12
Business plan for a resort............................................................................................16
Resort package to maximise business and profitability analysing the customer’s need
.....................................................................................................................................20
LO 4.................................................................................................................................21
Different sustainable approaches, practices and initiatives implemented Ballygally
palace...........................................................................................................................21
Ways of sustainable approaches, practices, and initiatives for enhancing brand value,
image, and business performance...............................................................................22
Conclusion.......................................................................................................................23
References.......................................................................................................................24
2

Introduction
The resort serves as a commercial location, for visitors who are offered leisure, soothing, and
entertainment activities. The resort provides all the facilities such as accommodation, a place to
rest, leisure events, and entertainment, all that a tourist wants for relaxing or vacation in short
(Papatheodorou, 2014). In this report, various kinds of resorts with their features have been
discussed. There are some challenging issues that a manager faces while resort management
is also provided with some recommendations. Some most popular resort packages have been
given with suitable examples. For market research and business plan, secondary sources have
been used and proper references have been added in suitable sections. Most of the report is
done based on the information of Ballygally castle resort. Some sustainable issues are also
discussed here.
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LO 1
Different types of resorts, key features and their potential issues and
challenges
Types of resorts
For vacationers, there are various groups of resorts. Visitors select their preferred resort
holiday, taking into account both the preferred services as well as the resort amenities provided.
Often for tourists, the resort itself is the main attraction. The most popular resort varieties and
their characteristics are provided here;
Figure-01: Different types of resorts (Self-made).
 All-inclusive Resorts
All-inclusive resorts are capable of providing all-purposes and for this, it is known as all in one
resort. The pricing is pre-set for these resort bundles and the tourist amenities are in a single
location (Mikulić and Prebežac, 2013). Paradise Island resort, Cancun Palace, etc are some of
the most popular all-inclusive resorts.
4
Resorts

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 Beach Resorts
Beach resorts are located near the beach and it provides various beach sports facilities like
diving, surfing, scuba diving, snorkeling, parasailing, etc to its guests. Even some of these
resorts have a private beach, which provides visitors privacy. Bora Bora resort, Palm island
resort, Hermitage Bay, etc are some of the most popular beach resorts.
 Golf Resorts
Golf lovers are very fond of these types of resorts. Golf resorts are usually situated next to the
ocean or islands because it needs watersides (King and McVey, 2016). For sports, golf resorts
need a lot of land. The Broadmoor, Old course, Pinehurst resort, etc are some of the most
famous golf resorts.
 Ski Resorts
Ski resorts include sports like skiing, snowboarding as well as some other winter sports. For
sports, lifts, slopes, trails are needed, so these types of resorts are constructed in mountains
(Rayna and Striukova, 2019). Valle Nevado, the ski resort of Perisher, etc are some of the most
ideal ski resorts.
There are many other kinds of resorts, including such historic resorts, spa resorts, island
resorts, lake resorts, family resorts, etc. Each of these performs the visitor's function and
provides them with comfort and refreshment. All resorts should have secure and relaxed
accommodations with sufficient beverages and dining services. For the luxury and flexibility of
the tourist, resorts provide numerous recreational activities.
Potential Issues and Challenges
In the hospitality industry, managers try to cut costs, enhance productivity to boost revenue.
Despite taking many approaches, evolving operations managers face challenges that affect the
resort's income. For cutting costs and balance daily productivity, they had to resolve some issue
and they have been discussed below;
 Managers should keep up with client preferences that are evolving. The management of the
resort wants to be effective to satisfy consumer demands, as the environment is becoming
quicker and activities take less time to function than it was before.
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 In order to look after visitors and the facilities available, the resort workers must work for just
a prolonged period of time, thereby having an increased work schedule. For that reason,
managers ought to build a squad (WANG and Jing, 2019). He should incorporate shifts or
perhaps a work schedule so that workers may not feel overloaded by their work.
 Managers must be close with the technology that is evolving. There's something really fresh
and improved every day. The experience of the upgrading innovation throughout the resorts
includes consumers (Grobelna, 2018). In order to adapt to the current climate, resorts could
use certain technological updates and automation.
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Potential issues of managing the resorts
The manager requires providing a professional and devoted staff force in order to maintain the
resort operations efficiently. For certain skilled staff, there are many organisational criteria and
the roles for any task are different. Some of them are discussed below;
 Operations of Front Desk
The department that receives and welcomes the visitors is the front office services. Through
addressing, correcting, and leading the customers to the appropriate service, this specialised
field services the inquiries (Baum and Odgers, 2012). The problems in this field may emerge
from the skill of the professionals' contact and appearance. For front office staff, organisational
qualities such as composure, politeness, trust, etc. must be at the peak. For their work, they
ought to be pleasant and genuine.
 Maintenance Service
The technical department of the organisation oversees this field and is committed to ensuring
client satisfaction. Guests hope to have well-maintained facilities where everyday routines are
easily maintained (Pintelon and Gelders, 2019). Failure caused by repair and servicing hampers
good practices. Resorts often involve minor adjustments and frequent reviews of the facilities of
the property. This region is also liable for both the resort's protection and security.
 Housekeeping and Room Service
It is important to ensure the cleanliness and sanitation of the visitors' quarters. The visitors
expect a neat and clean space and for this, resorts do so from time to time. Room facilities are
requested by the visitors and the housekeeping staff is obligated to accommodate them
immediately (De Jonge, et al. 2017). For any aspect of the visitors' lodging, this department is
accountable.
 Accounting and Finance
The experts in this field are liable for identifying and disbursing the appropriate funds. Next, the
management collects funds from numerous sectors for the appropriate functions. In order to get
potentially higher returns, resorts often spend their funds in a separate agency. Financing in the
analysis and construction needs tremendous expenditure and this causes the industry to be
improved and the company to benefit from production in the future.
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 Promotion
Visitors and guests need to be conscious of the facilities provided by the property. The
advertising and publicity professionals assure the consumers of the deals of the resort. The task
for the promotional and marketing department is to incorporate digital, innovative advertising
(Van Zee, 2019). In this manner, the firm will meet clients' virtual needs and continue to
negotiate with rivals. With a limited budget, the department has to pull it together so that it
makes the plans successful.
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Different operational requirement for a range of resorts and their
management strategies to minimise challenging issues
Managers face some issues during running regular operations in the resorts. By overcoming
these challenges they can increase the efficiency of the work processes. Possible ways of
minimising these issues have been discussed below;
 A resort basically sells services to their guests and which is intangible. For this reason,
customer satisfaction depends on the employees in charge. Resorts have various types of
employees for different departments and among them, front office personnel is the most
important. Because they are the first person the customer interacts with. So the HR
manager should recruit the right person for the job. He should set different criteria for the
applicants. A gentle person with good communication skills is the best choice for the job.
 For maintenance, managers should follow a standard operating procedure. According to the
importance and features, routine maintenance, preventive maintenance, predictive
maintenance, corrective maintenance plan should be followed.
 For housekeeping, the task is to retain the workforce, to educate them, to ensure the staff's
safety and wellbeing so it can establish the company's image.
 The finance and accounting department requires recognising the obligation and wisely
dispersing the budget in a manner that provides a strong effect on the competitiveness of
the property.
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LO 2
Different types of resort packages
The packages provided by various resorts rely on the tourist categories and the business
dynamics of this industry. Resorts offer these packages to attract various types of people.
Different types of resort packages have been discussed below;
Leisure Packages
This package is basically a leisure vacation package and it combines excursion, transport, food
facilities as well as luxurious accommodation. It should also provide various recreational
facilities like BBQ, spa, and different other sports (Enoch, 2016). Usually, the guest stays at the
resort to tour nearby tourist attractions. For example in Ballygally castle, guests get a variety of
offers like dramas, musical shows.
Corporate Group Packages
This type of package is created to attract a group of people who will stay to attend conferences
and meetings. People usually search for affordable accommodation which will also have a
conference room. They also desire buffet facilities and other adjacent services. Few business
community travel trips also include corporate budget getaways. Trips, excursions, and offshore
meetings are included in those bundles. Ballygally castle also provides those facilities to
corporate groups.
Business and Leisure Packages
This package is like all in one because it provides site seeing, kitchen settings, recreational
services, workstation, transports, etc other facilities. When business trips are extended, it turns
into a business and leisure package. Ballygally castle offers its guests both packages. Different
bundles are committed to some pricing criteria the resorts sell. The spring sales quota is
exceeded by spring sales and packages being sold. So, travelers seeking a spring trip will try
out the bundle and the deals and incentives will draw them (Ayala, 2020). Ballygally castle also
has an offer named 'Springtime Splender', which includes different facilities like seasonal
shows, musical performances, etc.
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The overall business implications of developing and running a range of
resort packages
Different resort packages have been offered to different target markets to attract them.
Packages enhance both the sale and revenue of the property. Here some significance of resort
packages is discussed below;
 Packages increase the sales of the resorts, in both peaks and off-seasons. Packages like
all-inclusive packages and business and leisure packages attract customers more (Olson, et
al. 2015). Guests find these packages efficient for them and purchase these packages. As a
result, the overall sale of the resorts starts increasing not only in peak seasons but also in
off-seasons.
 Revenue is directly connected with sales. So if the sales start increasing the revenue will
eventually increase too. This theory is applicable to every business as well as for resort
businesses. As packages increase the overall sales of the property, the revenue also
increases.
 Resort packages attract repeat customers. It is an important issue for the resort because it
will increase the customer’s loyalty.
 By offering different resort packages, resorts try to promote their service feature. Without
spending much on marketing strategies, this is an effective way of promotion.

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LO 3
Market research into a specific resort location regarding the needs of a
chosen target market
The attributes of various resorts are responsible for attracting unique visitors. For a nice and
cozy holiday, the tourist who wishes to search throughout the sun can want to explore a beach
resort. Above, market analysis for a single resort area is performed;
Market Research
 Beach Resorts
During summer, nearly 80 percent of families go out on holiday. Among all, 21 percent want an
all-inclusive luxury holiday whereas 685 of the households choose a private recreational tropical
vacation. Beach vacations are preferred by teenagers (Mikulić and Prebežac, 2013). 57% of the
globe's travelers take beach vacations. Many beach resorts are visited by visitors around the
ages of 15-55. Those people like their venue, lodging, history, and food to be studied. For
summer resorts, the gender split is 54 percent of ladies and 46 percent of guys choose beach
resorts.
Figure-02: Global statistics of tourist visitation (Make My Trip, 2020).
 Ski Resorts
Around the world, there more than 200 ski resorts. Among them, Breckridge, Vail, and the
Beaver Creek are the most expensive and they cost about 125-140 euro. Again resorts like
Vitosha, Gudauri, Erciyes costs just 20-25 euro. During the peak season, they are the cheapest
ski resorts. Avoriaz and Val Thoren get the most guest due to their lifts capacity and ski slopes.
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Figure-03: Famous ski slopes and ski lifts in Ski resorts (Trip Advisor, 2020).
Japan currently has the highest snowfall rate in terms of snowfall, and the USA is followed by
Europe. Alta, Aleska resort, Brighton resort has the most snowfall rate. 44% of the sample
visited the Alps and the USA received 21% of the sample.
Figure-04: Market share of total revenue from Ski resorts (Statista, 2019).
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 Spa Resorts
Cal-A-Vie, Mii Amo, Aro Hā, Lake Autin Spa resort are the most visited spa resort, and 'Condé
Nast Traveler readers' determined this. People all across the world attend spas for physical
welfare every year.
Figure-05: Most visited spas around the world (Stasista, 2020).
Target Market Selection
For better publicity and advertising, the company establishes a particular client base. Resorts
seek diverse client bases, like beach resorts are keen to lure visitors interested to have a
tropical vacation. So, resorts offer distinct offers and bundles (Loker and Perdue, 2012). There
are also other explanations for approaching buyers at the resorts. Like;
 The resorts will only make unique signals for that prospective client to a selected community
that is personalised.
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 Only clients who are excited to explore a certain region should be concentrated. The
corporation should prepare deals, packages, bundles, and other services that only look at
prospective buyers.
 The ads and promotional efforts most commonly do not meet the appropriate recipient.
Setting up a target demographic can help managers meet a specific community of clients.
 The resorts will recognise their absence by target market initiatives and make affordable
adjustments for the clients.
Resort managers need to pick the target group for these purposes and represent the intended
consumers as per their preferences.
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Business plan for a resort
The Ballygally castle aims to launch a new bundle to improve revenue as well as occupancy
rates, taking into account market research knowledge. The resort is located near the Ballygally
Harbour on the Oceanside. It is doing outstanding. Yet the executives look for a good
occupancy rate. So for the consumers, the management agreed to launch a new bundle.
Objective
The new bundle seeks to achieve the key goals of the property. There are also secondary
targets, like accelerating the rate of occupancy, advertising activities. The strategy would
concentrate on the resort's secondary priorities.
Current Situation
Ballygally Castle is established near the Ballygally Bay and it is a 4-star summer resort. It has
topped the poll of visitors for luxurious accommodation and relaxing views. It was established in
1625 in Ireland and still has some authentic features (Porter and Bigger, 2019). Ballygally castle
has four types of rooms and in this property. People can arrange weddings, funerals,
conferences, etc. The resort offers different packages based on its customers.
PEST Analysis
PEST analysis will display the macro environment of the resort. Those factors are provided
below;
 Political
Ireland's political situation is peaceful. The dates for upcoming elections are in 2025 while the
transition to the Parliament is in 2021. Since the 2016 presidential election and opposition, the
situation has been consistently peaceful (Daskin and Tezer, 2016). The state is adopting the
'People First' harmony tag. However, for the hospitality and tourism sector, the political climate
is stable.
 Economic
Ireland's market has achieved macroeconomic stability since the EU-IMF intervention in 2013
and it has proven itself to be a rapidly developing country. With strong domestic production and
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foreign spending, GDP expansion is 5.5 percent. Tourism, which is almost 4 percent of the
nation's tax income, has been a significant component of the financial system. There is a
possibility for the hospitality and tourism industry to expand.
 Social
As Ireland is a diverse country, the social standing of individuals is rising. There are about
50,000 migrants per year. In the upcoming days, when immigrants from all over the world begin
to contribute to their population, society and traditions will dramatically change. Violence has
grown with the growing population (Kang, Lee, and Huh, 2018). But there is a good relationship
between growth, protection, and the homicide rate. Thus in the upcoming days, the nation is
expected to gain a prosperous multicultural society.
 Technological
Once Ireland was an insular country, but now it has become the technological center of Europe.
Now it has the top 5 international software firms, the top 4 IT service firms. The situation for the
hospitality and tourism sector of Ireland is also favourable.
SWOT Analysis
Because of the filming of the popular TV shows, the power of the property is the current publicity
and marketing events. The castle's construction offers a historical, real, and vintage feel that
draws visitors. The bundles and deals now are recognised and enjoyed by the visitors for
numerous shows, activities, and circumstances (Hill and Westbrook, 2017). The resort wants to
spend plenty in the facility for the weakness. The property is located at the seaside so visitors
come mostly during warm weather. The job time and obligation of the workers would also
improve with the latest packages. To improve quality, the property needs training its staff.
The greatest opportunity is the new scope of market growth because the nation's tourism sector
is rising in scale. However as the incentive is popular for the rivals, this often encourages new
challenges. The current global pandemic crisis, which could drive the economy into a downturn,
is also extra intimidation to the resort.
Competitive Analysis
The Beech Lane Farmhouse, Crainview Bread and Breakfast are the main competitors of
Ballygally castle.
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Resorts Features and Services Cost Ratings
Ballygally Castle Free internet, Free parking, Bar, Private
Beach, Sightseeing, Conference hall,
Banquet room, Baggage storage, etc.
150 Euro 4.5
Crainview Bread and
Breakfast
Unique vibe, Excellent rooms and
services, Great location, Free internet,
etc.
65.40 Euro 4.8
Beech Lane Farmhouse 24hour front desk, Free internet, Free
parking,
84.11 Euro 5
Figure-01: Competitive analysis grid (Porter, and Bigger, 2019).
Promotional Strategy
To achieve its ambitions, the resort should take a simulated marketing approach. Folks have
become reliant on technology and the path to their heads is via digital device screens. Ballygally
castle will take that chance and begin business positioning on digital portals.
Strategy Implementation
In order to raise revenue and occupancy rates, the plan is to launch new bundles including the
current ones. The Overnight Stay System could be the latest offer. Guests currently living in the
property are the targeted category of clients. The property will provide incentives as well as a
new proposal for extended stays, with certain site tours, event tickets, and photo shooting at a
cheaper cost than normal recreational bundles with transport services. Also with the brand-new
system, extending the length of the tour, travelers who only take an overnight flight for
commercial purposes will choose to explore a new location. As the property has a paranormal
tale connected, the administration will schedule some costume parties to lure visitors to
Halloween events.
Monitoring and Control
The resort administration may use many methods for the tracking and analysis of the policies,
such as revenue evaluation, customer feedbacks, and rival reactions. The optimistic
improvements prove that the approaches are functioning (Petite and Huff, 2015). The last test to
assess and redecorate the effects of the technique is the response of the opponent due to
modifications. Competitors could take certain offensive or protective action against the
19

modifications to cope with the techniques of the properties. The pessimistic outlook of rivals is
nice because it means that the improvements are positive.
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Resort package to maximise business and profitability analysing the
customer’s need
HBO’s most popular and admired show ‘Game of Thrones’ was filmed in Ballygally palace. This
British TV show has a huge fan base all over the wall. Using this feature Ballygally castle can
make a resort package and can name it ‘Game of Thrones Bundle’. Planning for the package is
given below;
Customer’s demand
As the show has a huge fan base all across the world, people are too attached with the storyline
and characters. So visitors interested in ‘Game of Thrones’ may want to experience the lifestyle
of the show’s top characters. They will find the offer so lucrative.
Package name
Game of Thrones Bundle at £299
Package Details
 Explore the shore of Antrim, in which Game of Thrones was shot
 Game of Thrones evening tea
 Sirloin steak of westeros (Lunch)
 A dinner party of Game of Thrones
 Explore filming positions of Game of Thrones throughout northern Ireland
 Game of Thrones complimentary gift box
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LO 4
Different sustainable approaches, practices and initiatives implemented
Ballygally palace
The sustainability of hotels and resorts has become a new issue for both travel industry
authorities and consumers, when the world stepped into modernisation and technical
development, the organisation finds the long-term advantages. By satisfying consumer needs,
the tourism sector has been working tirelessly to mitigate the adverse effects. Tourism-centered
companies like resorts, guesthouses, and hotels, created different sustainability methods,
practices, and programs for such intentions. From the view of Ballygally, those are given below;
 Usage of Natural resources
The utilisation of environmental assets should be assessed by the hospitality industry and this
would allow the organisation to learn about its current status. When the consumption of
electricity and water increases the normal use the corporation must figure out the cause behind
it and make a stand.
 Waste Management
The resorts can put recycle bin anywhere and allow visitors to use them. Separate containers
for reusable and organic waste must be in place. The company wants to work with waste control
firms, but the workers of resorts need to hear about the possibility (Nnorom and Osibanjo,
2018). The corporation should limit the categories of products that are impossible to reuse and
be careful about uses. In real life, Ballygally does its hardest to use organic ingredients.
 Green Team
The members of the executive team should be conscious of ecological and sustainable activities
to keep the organisation together. Staff's mentality regarding sustainability is measured and
workers have to be educated to perform environmentally sustainable practices (Ogbeibu, 2017).
The workers at Ballygally Castle are also qualified to give importance to the protection of nature.
22

Ways of sustainable approaches, practices, and initiatives for enhancing
brand value, image, and business performance
In recent days, the tourism and hospitality industry has become very conscious about the
environmental issues that are connected with their business. They do some sustainable
approaches, initiatives, and practices for that. It creates a positive image of their property and
sometimes this issue enhances the business performance. The Ballygally palace also do such
approaches and practices, it has also created a good image of the resort. How actually it
worked is given below;
 The Ballygally castle aims to offer Northern Ireland's pure and natural feel. So they want to
keep things normal and easy, and trained their staffs likewise. Most of their existing
customers liked the vibe some of them visited the resort to experience the vibe.
 In real life, Ballygally does its hardest to use organic ingredients. It uses wooden stencils to
serve the meals. This creates an authentic vibe for the customers. This thing was mentioned
in various vlogs and news portals, which was positive publicity for Ballygally castle.
 Ballygally Castle is renowned for collecting ingredients like meats, vegetables from the local
farmers. It facilitates the local community as well as serves organic and food to the guests. It
attracts health-conscious customers.
 Customers are issued with booklets at Ballygally which has all the required details about the
region. So, guests can purchase souvenirs got from the brochures and it facilitates the host
community very much.
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Conclusion
From the viewpoint of the selected resort hotel, Ballygally Castle, the entire conversation about
resort operations was examined and represented. In order for the comparison to be made,
various categories of resorts as well as characteristics of those same resorts were addressed.
The resort administrator is largely responsible for operating the properties and they encounter
multiple difficulties and obstacles when doing so. At each category of property, the obstacles
are distinct. A market analysis was undertaken and introduced for the chosen new resort bundle
to create a new revenue model.
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