Tourist Resort Management: Sustainability and Business Analysis Report

This report provides a comprehensive analysis of tourist resort management, encompassing various aspects of the industry. It begins by examining different types of resorts, including island, golf, beach, luxury, mountain, and spa resorts, and their key features, along with the potential issues and challenges in managing them. The report then delves into the operational requirements of specialist areas within resorts, such as housekeeping, food and beverage, and front office, highlighting potential issues and differences. Furthermore, it explores various resort packages and their role in fulfilling overall sales objectives, including package deals, free travel, all-inclusive options, group bookings, and revenue management strategies. The report also includes market research into a specific resort location, determining the needs of the chosen target market, and proposing a business plan for a resort package. Finally, it investigates sustainable approaches, practices, and initiatives implemented by a chosen resort hotel, providing a holistic view of the industry.

Tourist Resort
Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1: Different types of resorts, key features and potential issues and challenges of managing
them..............................................................................................................................................3
P2: Differences in operational requirements of specialist areas and the potential issues ...........5
LO2..................................................................................................................................................6
P3: Different types of resort packages and how they fulfil overall sales objectives...................6
LO3..................................................................................................................................................8
P4: Conduct market research into a specific resort location and determine the needs of chosen
target market................................................................................................................................8
P5: Propose a business plan for a resort package........................................................................9
LO4................................................................................................................................................11
P6: Investigate the different sustainable approaches, practices and initiatives implemented by a
chosen resort hotel. ...................................................................................................................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Resort tourism management is the sight of the all activities related to the tourism and
hotel industry This industry is based upon their services and facilities they provide to their
customers. It is very competitive industry. New entrants come in this industry with upgraded and
better services for their customer and existing hotels and travel agencies try to cope up with the
new trend in the market. This report carries the study about the types of resorts, their key
features, and issues they are facing. Study about the operational departments of the hotels and
assessment of the package deals. Further it will have discussion the on their sales objectives,
adoption of new business strategy according to the market research. It contains the investigation
on chosen resort about their initiatives and approaches of working styles which help them to
perform better.
LO1
P1: Different types of resorts, key features and potential issues and challenges of managing them.
Tourism and Hospitality industry is vast nowadays. It is very competitive industry.
According to the demands of the people it develops their resources and tried to fulfil the needs of
people. Development is everywhere in the world in every industry so travel and tourism industry
always works in the direction of providing better services to their customers. In UK, hospitality
and tourism industry is spreading faster (Smith, 2015). There are different types of resorts
available for the country which are as follows
Island resorts
Most of the customers like privacy which is very necessary to provide them. So
developing the island resorts, at peaceful island and within touch of nature. Gives refreshing and
peace to customers mind.
Golf resorts
Theme based resorts, they provide the facilities to play golf at their place.
Beach resorts
Resorts nearby to beaches, will give pleasant view to the customers and most of
customers attracts for these resorts due to location.
Luxury resorts

Luxurious hotels are everywhere in the world, they decide their interior and designs to
give the luxury touch to their customers.
Mountain resorts
As mountains resort are few because they just get seasonable customers. Or the hikers
came to stay in their hotels, but they provide natural view which attracts the people most.
Spa resorts
Spa facilities in resorts are in high demand. As they provide spa services to their
customers so that they can relax their stress and feel fresh.
Hotels are classified as 7 star, 5 star, heritage hotels, unclassified or budget hotels according to
their facilities services, also depends on the interior or design and food which gives lavish feel to
customers.
Key features of the Resorts
Activities and recreation- according to change in weather, the resorts changes their activities, and
they provide recreational activities.
Amenities- wide range of amenities is another feature of resorts as they provide the facilities
according to the location.
Services- it is main feature of the hotel industry. It leads to the competition who provides the best
service to their competition. And also customer should be satisfied with their services
(Alananzeh, and et.al., 2018).
Seasonally- Hotels changes their food and services according to the season, and they provide the
seasonal feel as their themes in hotels.
Memorable experiences- resorts set their themes that made the customer experiences memorable.
Issues and challenges in managing resorts
Global uncertainty- Global issues are facing by hotel and tourism industry, as there is uncertainty
in the market. Uncertain customer attraction. Or might be downfall in sales, or it can be high if
more visitors come.
Human Resources- shortage of skilled and professionally trained employees.
Branding issues- issues with marketing the hotel, less reach to the people will not give that much
priority to the hotel that is deserved by them (Al-Aomar, and Hussain, 2017).
Financial vitality- Financial crises may affect the hotel industry o they are facing the shortage in
cash-flow.

Technology- Technology is upgrading daily, something new innovating in the world. People
demand for the latest technology should be available in the hotels, as changing demands leads to
the resorts in less priority list. Hotels can't change the infrastructure continuously. It costs high.
Customer issues- Customer satisfaction is very necessary in this industry. So the hotel should
consider the issues of the customers.
Operational issues– Sometimes hotels skip some operational task like mistakes from
housekeeping department, management department leads to losses nd arise the customer isues
and also it exhibits the loss to the hotel (Mason, 2015).
Rising Competition- Competition is rising continuously in this field, so they hotel should be
upgraded their infrastructure, services and food. They should follow the market trend.
P2: Differences in operational requirements of specialist areas and the potential issues
Hotel and tourism industry depends on the operation which they follow in their daily
working. As they have lots of operational task to perform at their workplace. Performing these
tasks leads to requirements of specialist areas.
The major operational departments are
Housekeeping department- majorly hospitality industry is running because of their housekeeping
staff. Necessary cleaning in hotel space, hotel rooms and changing the towels, bedsheets,
pillows, toiletries regularly. It is very important to maintain the hygiene. So customer will not get
any issues with that.
Food and beverages service department- Time to time food and beverage providing the
customers and attending their service calls is required. It is managed by the department.
Food production or kitchen department- To look over the food items availability in the food
department, managing and arranging the products in the hotel. It needs very alertness of the
manager who handle this.
Front office department- booking room, cash counting, room services and many other services
are further distributed or giving alarm by the front office or desk management department. They
also works for customer services (Benur, and Bramwell, 2015).
Many other operational tasks such as marketing and sales, accounting department handles
the marketing and online marketing for the hotels which increases the reach to people and

manage the booking. Accounting is important as they have to manage the balance they maintain,
they have the all accounts knowledge, they need to track the record of the expenses and earnings.
These departments may face the differences between them because of many reasons. Like
they have no proper communication among them. They do not communicate properly with each
other. Suppose the front desk department have to look over the bookings of the customers, so
they need to maintain the track record, if there is any mistake is happened in booking it will
disturb the customer's mood and may lead to spoil their trip so customer is not satisfied
(Bohdanowicz, and Zientara, 2016). Another example housekeeping department shows its
carelessness in providing services to the customers so it leads to customer dissatisfactions.
Operational departments faces many issues internally. These issues may relate to not
proper communication within the departments, as they skip any communication between the
departments, like front desk office duty manager do not forward information to housekeeping
services to do room service which lead to carelessness in the work. If any food grocery item is
finished in the kitchen it, and nobody has informed about this. It might fail to fulfil customers
demands for the food, and he will not get on time. Any booking related issue may arises if it is
not handled properly. Online services they provide like booking the room or viewing their latest
theme in resorts but if it is not updated on time (Page, and et.al., 2017). Customer will be
confused and if it will not get the services and facilities as mentioned it possesses the serious
customer issue.
These operations are managed according to the resort type. It depends on the resort much
they invest in performing such activities like if 5star hotel named Trump Turnberry, A Luxury
Collection Resort in UK manage these operations will be more careful in performing tasks. They
maintain their coordination among all the specialist areas. As they don't want to lose their
prestige in the market.
LO2
P3: Different types of resort packages and how they fulfil overall sales objectives
Customers are very demanding and budgets oriented, so this fact is considered by the
hospitality and tourism sectors. They take care about this fact, and they manage their resorts
thing in such a way that at low cost they can give maximum facilities to their customers. Also,

they use many tricks to attract the customers towards them, so they can take competitive
advantages. Resort provides many deals to customers like
Package of three days four night- this include the stay in the hotel for this period of time and pay
accordingly, it reduces the standard price of one day stay in hotel. These deals are liked by the
tourists.
Package of free travel in city- they provide the travel facility within the city as they arrange the
visits for customers within the package deal. Customers do not have to spend separately for it.
All-inclusive packages- in which resort is a vacation resort that includes the minimum lodging,
free meals on time, beverages and other services in fixed price (Inkson, and Minnaert, 2018).
Some resorts provide other facilities like sports, spa, swimming etc. facilities within the package
deal.
Increasing the occupancy in resorts they adopt such sales strategies like group booking as
the booking in groups gets the special offer and discounts with other services. Direct booking as
they provide facility to book he rooms online of their choice. Destination marketing is promoting
their hotel in other places. Cross promotional sales like they give knowledge about their other
services. Guest rewards strategies include the rewards like customer get special treatment, free
spa, or food or many other vouchers they provide their customers. Revenue management
strategies are keeping employees happy and motivated, so they provide better services to
customer and give better comparative to others. Hosting special events and private functions like
dinners, destination weddings will increase their demand in people. As they give package deals
to the customers they give booking facility increases the occupancy in the hotels. They plan to
market their hotel in other destinations so people come to know about them. They keep
motivated their employee to work with dedication as they give them monetary or non-monetary
rewards. These sales strategies fulfil their sales objectives in such ways.
Trump Turnberry, A Luxury Collection Resort in UK provides special treatment to their
customers so this increases the customer satisfaction. They organises lavish parties in their space
for the customers. The hotel provides discounts and offers to their customers. They motivate
their staff by giving rewards to them, so they can tackle the customers nicely and it will build
their market value (Bian, and et.al., 2017). If they organise parties on occasions like New Year,
Christmas customers have to take passes for entering it. They have tight securities in their
spaces.

So such kind of the sales strategies are helpful for the resorts to increase in the revenues.
The more they provide services to their consumers it will increment the reach.
LO3
P4: Conduct market research into a specific resort location and determine the needs of chosen
target market.
Hotel industry worth billion of dollars in the world. Tourism and Hospitality industry
grows tremendously all over the world. As increasing the global tourism there are lots of
competitors are taking advantages. In UK there are 92 five star AA-rated hotel of which the
majority are in London and 771 hotels are under four-star which are at Britain and Ireland and
1697 approx hotels are fall into three star hotel category. According to this statistics the huge
range of hotels are in UK establishing their value in market (Smith, 2015). As increasing
competition the hotels should take the preventive measures to stay in the market and approaching
to more customers. As UK is facing Brexit effect in their country, they have serious political and
economical issues in their country. People also facing financial crises. In this condition the Hotel
industry is falling down with losses.
For example Trump Turnberry, A Luxury Collection Resort in UK which is five star
resort and very famous hotel in the world. Country suffering from the economic issues, so the
hotel's sales goes below average and only certain people can afford to stay in this hotel. As
government implies taxes on this hotel, they raise their prices of hotel rooms which are higher
than previous. So the hotel should change their sales strategies like they can target the destination
market in which they can provide exclusive offers to people and get a chance to stay in their
hotel. They launch their promotional activities in other country's market and promote their hotel.
It has several benefits like the country will get more tourism as it bring the rise in their economic
condition. More the tourism will affect their value in the global market as well (Scholz, and
Voracek, 2016). As, they target the market they should have the analysis of the market. They
should available the data of the target audiences. If they analyse the need of the customer
segment as they go deep inside the assessment. They should track the record of their needs and
follow the market trend. If they understand the market strategies along with change in it. It will
be more beneficial for them. As they have insight view about the consumer demands, they can
take preventive measures accordingly.

Consumer demands for better infrastructure so the hotel can modify in it. As it costs high
but it is for long term. Proper evaluation of the market is necessary. If they adopt latest
technology in their campus it will bring more curiosity among the customers. As they get
comfort with this. They will visit again and again. It maintains the customer loyalty.
As the hotel target the market, they have to be in competitive spirit like they have threats
of new entrant in market, threat of substitute, bargaining power of the supplier and bargaining
power of customers, threat of competitors according to Porter's market forces model. As these
threats will be handled properly by the hotel so that they can stay in market. As they improve in
their services, aware of their competitors like what offers they are giving to customers, which
services they provide, what are their market strategy and how they compete in market, so they
can prepare themselves accordingly (Timothy, and Boyd, 2015). They should be aware of the
bargaining power of the supplier raw materials like food and groceries and all the appliances
they use, they should lower the prices of the supplier, otherwise switch to another. They should
have concern about the customers budget, so they have to plan according to the needs of the
customer. As they make their own strategies for increment like they do cross promotion they
should tie up with travel agencies, they also encourage their staff for giving better service to their
customers. As the involvement of employees is increased they pay their roles and responsibilities
seriously it leads to advantages for hotel.
P5: Propose a business plan for a resort package
The main purpose of the resort is to provide relaxation and recreation with
accommodation, meals and other basic facilities. So basically resorts provide stay and food to
their customers. According to the market research, new business plan is needed to maintain their
value in market and stay for long term. Business plan step by step (Rampton, 2019)
Business Plan
Executive Summary
Includes all the key feature of the research about demands of the customers, market trend, latest
infrastructure used by others, economy of the country. Working on these key feature will
evaluate the important points to be considered so the preparation of executive summary is major
part as it covers the things about changes. So when resort start to make some changes in their
working and services. It is for increasing high revenues (Hassanien, and Dale, 2019).

Company Description: It is the description of company about what they are offering right
now, all the current scenario covers under this, like their present condition in terms of
housekeeping, operational management, food management, front office management, marketing
management etc. so that they can come to know about all these things, identification of the
changes will be easier and which needs to be changed.
Market Analysis : It has assessment of the market demands this will give the idea that what are
the demands of the customers. So they can manage accordingly. It includes the
Pest Analysis which has the information about the economic, political, social, technical details
in the country.
SWOT Analysis
Strength:
 High employee skills
 Better services they provide
 utilisation of the location
Weaknesses:
 less reach to customers
 high prices
Porters 5 Forces: threat of new entrant in market, threat of substitute, bargaining power of the
supplier and bargaining power of customers, threat of competitors. So analysing these issues
will give proper remedies to plan accordingly.
Products and Services: Breakdown of the products and services provided currently in the hotel
will give the idea to changes the departments strategies. They went through deep analysis of
operational department.
Marketing Strategies: Marketing plan after such analysis prepare the marketing plan how they
market the hotel how they promote their brand and increase the reach in the market this will
give the main advantage to resort in terms to enhance their sales. Sales strategy they follow,
should be changed time to time by changing in marketing plan. It also includes 4P's which are
price, promotion, product, placement. So they can overview on the basis.
Budget: Hotel should pre-planned their budget, so that it gives the idea that how much they can
afford to invest in the new business plan (Spandre, and et.al., 2016).
Funding Sources: They should evaluate their funding sources before taking anything in action,

they should talk to their investors and stakeholder regard to invest in new strategies.
Control and Evaluation: Control measures should be planned before they take anything in to
action. As they evaluate everything about new business plan, so if required any preventive
measure they should be prepared to resolve any issue.
According to these points preparing new business plan is easier which helps the resorts to
maintain their brand value, and they get more competitive advantages. From the external
environment the customer feedback is necessary as it helps them to improves. Trump Turnberry
hotel uses to change their business plan because they believe in serving better within trend. As,
they have high value in market. They maintain their reputation in market. Their marketing
strategy are extra ordinary. They grab the rich segment of communities and arrange the luxurious
touch for them. They change the criteria of motivating their employees like sometime they
provide funds or increment in salaries, sometime they arrange tours for them outside the country.
It builds enthusiasm in them, so they serve better to their customers. All these things works
together to achieve a common goal. As they take the feedbacks from the customers it leaves a
scope for doing something new, and they take customers suggestion directly will definitely help
them (Amirudin, Nawawi, and Salin, 2017). As they apply their suggestion and include in their
new strategies it will be beneficial because it is from the customers, and it simply implies what
the customer needs. Opposite to it if the customer is happy and satisfied with the services they
should consider it, take it in daily practices. So they can improve more on it. So for references of
making new strategy they should use previous record and track them, and include them.
LO4
P6: Investigate the different sustainable approaches, practices and initiatives implemented by a
chosen resort hotel.
Trump Turnberry, a Luxury Collection Resort in Scotland, UK is a five-star hotel. As it
named it proves right and works accordingly. It believes in providing lavish touch to their
customers, it enforces to provide better services to the customers with support of their
employees. So it leads customer satisfaction (Aissa, and Goaied, 2016.). Hotel works in the

direction of sustainable approaches, initiatives and practices enhancing their revenue. For
example, they get appreciation by the customers it brings new energy in them. They focus
mainly on the reviews given by the genuine customers, and take them in practices, they know
that if they make changes according to them it will enhance the motivation of customer to get
more comfortable in staying there. Secondly they take initiatives for providing better services in
terms of food and beverages. They consider the best quality of food in their premises, taste
conscious, chefs are very kind so that they can prepare the customized dishes along with their
own recipes. They open new bars and lounge in terms to serve in night light so that people can
enjoy at their bars having drinks, dance, music and entertain themselves by using the spaces. As
they provide free WIFI in the public areas, and hotel premises it increases their value in market.
They consider providing basic facility to the customers like parking the vehicles. They offer
indoor pools, and on site restaurant so their guests can enjoy their lunch, breakfast during their
stay. They take the outside trend seriously, so they started to provide the exercise facility as they
build new gyms with exercising equipments. They also give services like spa, as they provide
spa with natures it makes people to get relax. While staying in the hotel people have beautiful
scenery in front of them. As the hotel utilizes the location fully so it is able to provide natural
view to their customers. They also arrange the entertainment objects in the hotels, which helps
their customer to enjoy. They also started pick and drop facilities for better experiences of the
customers. Next they take meetings of their staff to maintain cooperation and better
understanding among them which leads to better performances (Abdel Moneim, Gad, and
Hassan, 2019). They appraise the good work of their employees. And take new suggestions from
them to achieve targets.
These initiative and approaches helps the resort to maintain the brand value, people will
know them with their brand names and trust it. If brand value increases in the market, so the
resort's revenue gets higher. It is appreciated by the others. Taking these initiatives to make a
good reputation of hotel in the industry will really brings more opportunity to them. As they
increase their performance by taking some new approaches in practice will lead to enhance
productivity. From planning to applying new strategies and approaches in their business they
have to be more careful and aware of the steps they take. As they make new changes they should
take feedback from the customers. It helps them to continue or not the changes they have
adopted.

CONCLUSION
According to the report hotel and tourism industry are adopting new cultural trends. So it
enhances the reach towards more people. People plan their holidays with their families and make
booking previously because of online facility available. As this involves the insight detail about
the hotels and tourism sector about their working and business strategies which they follow.
Adopting new technology, infrastructure, new cuisines, improved services helps the resort to
become successful in the market.

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