Tourist Resort Management: Potters Resort Analysis and Strategies

This report provides a comprehensive analysis of tourist resort management, focusing on the operations and strategies of Potters Resort. It begins with an introduction to the industry, defining resort management and its key aspects. The main body delves into different types of resorts (beach and hill resorts), their features, and operational requirements, including food and beverage, production, front office, and housekeeping. It then explores various resort packages, such as normal, additional, and free service packages, with a critical evaluation of credit-based packages. The report emphasizes the importance of market research in understanding customer needs, proposing a business plan for Potters Resort, and analyzing customer needs. Finally, it discusses sustainability practices employed by resorts to enhance brand value. The report aims to provide a detailed understanding of the tourist resort management, offering insights into operational aspects, customer satisfaction, and sustainable tourism practices.

TOURIST RESORT
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 1.................................................................................................................................................3
P1- Different types of resorts and there key features ..................................................................3
P2- Operational requirements .....................................................................................................4
M1- Different operational requirement........................................................................................5
LO 2.................................................................................................................................................5
P 3- Different types of resort packages........................................................................................5
M2- Critical evaluation of running range of business package ..................................................6
LO3..................................................................................................................................................7
P4- Market research ....................................................................................................................7
P5. Business plan for Potters resort.............................................................................................7
M3- Critical analysis of needs of customers ...............................................................................9
LO4................................................................................................................................................10
P6. Different approaches for sustainability practised by Potters resort.....................................10
M4 – Approaches and initiatives used by resorts to enhance brand value...............................10
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Tourist resort management is the part of lodging and hospitality industry whereby it
includes instructions, guidance in administration related to hospitality administration, hotel
management, food service management, beverages management and various others whereby it
includes satisfying needs and wants of customers who visit for vacation, holidays , business
purpose and various others. Potters resort is a modern five star resort which is based out of UK
and situated on the coastline border of Suffolk and Norfolk which is the first permanent camp for
holiday which is being doors for the first time in 1920.Present report will address to various
different types of resorts and issues related to there management, different types of resorts and
there packages which relates to overall sales objectives, will analyse the consumer needs and will
create a package to satisfy the same by proposing detailed business plan and will apply various
principle for achieving sustainable tourism.
MAIN BODY
LO 1
P1- Different types of resorts and there key features
A resort is a self contained establishment that is commercial in natures that tries to
provide most of the needs and wants of tourists or visitors under a single roof where the resource
know have become the way of life where visitors come to enjoy with there family, friends and
various others. Different types of resorts are
Beach resorts – This are the resorts which are located near the beach, where the most obvious
advantage of beach resort is that it is near to the ocean, where an individual can take dip in the
same, play in the sea or just account to take grandeur in the sea, and account for various beach
activities such as scuba diving, paragliding, jet skiing and various others. In simple terms it can
be understood as lodging holiday facilities which is located at the seaside with access to private
beach which serves as primary focus for the tourist(Favre-Bonte,Gardet,Thevenard-Puthod,2019)
Features of this kind of resort is it offers a wide range of amenities and services which is
being meant for recreational and entertainment purposes such as food, drinks, sports and various

other. It is being also subject to various challenges and issues of managing the same such as
increased competition and new entrants in beach resort which is being highly uncertain of what
they can come up with which will lead to change in policies and structure that might have impact
on businesses of beach resorts that are existing. It's can also be subject to various government
norms which is if being not abided and followed can lead to situation of non continuation of
beach resort and may spread negative word of mouth (Lei, Pratt, Wang, 2017).
Hill resorts- this are the resorts which are located near hills, mountains where the benefits of
these types of resorts is it provides with the benefits that air is cooler than compared to places
that are nearby the sea. It can be simply understood as places to holidays or vacations which are
located near the mountain areas. This resorts can also be referred as ski resorts where in winter
sports, including ice climbing, ice skating and various others are being practised as well summer
activities such as mountain biking, mountain boarding are practised. Its features are being they
are located on certain top areas where it serves as located at certain heights and which provides a
pleasant view of which gives an experience of chilled winds that serves as source for attraction to
the visitors or tourists (Ruzaitė,2017).
Major issues being faced in managing this kind of resorts is that since they are being
located at heights its very uncomfortable to make reach things such as raw material and various
others to that resorts which includes huge cost as a result leads to increase in prices of it services
which serves as highly sensitive for customers as a result leads to low accounts to visitors and
tourists.
P2- Operational requirements
There are various operational requirements which needs to be monitored and controlled
in specialised areas to account to minimising issues and challenges.
For food and beverages it is being required by the management of the resort to provide quality
item and not which is being left out and which can give bad impression to the customer by which
there satisfaction can be hindered, it is required on the part of management to ensure that it
provides wide variety of food in terms of Veg and Non veg with a taste that serves as means of
customer happiness and needs to be ensured that it should be within the reasonable and
affordable prices with the customers. Management can also consider the same by taking into
consideration various reviews from the tourist about the taste and food and beverages quality
where suggestion can be welcomed by the resorts to improve upon the same. It could be byM1-

Different operational requirement taking customised preparation of foods which serves as
accordance with the taste of customers and can also account to providing food in there rooms
(Baw, Alpine, 2016).
For production-it is being required on the end of authority of resorts to ensure that they hire
skilled , qualified and talented chefs who knows how to make tastes according with the
requirements of the customers by proper use of spices, flavours and using innovative techniques
to serve the same. It is being required on the end of management to maintain proper hygienic
environment in catering its services and also needs to ensure that it has multiple cuisine which
serves needs and wants of different customers which if being not present may lead to issues
from the side of customer as they will be unhappy and as a result will spread negative word of
mouth (Harper, 2016).
M1- Different operational requirement
For front office- it is being required on the end of management that they appoint somebody who
can entertain guest in terms of allocation of rooms, account with there queries, assists with them
with the towards the facilities for which the customers have paid upon, link up there
requirements with the thing that the customer want and serve as the mediator and agent between
both the parties and various others (Reid, Johnston, Patiar, 2017).
For housekeeping- it is being required by the management to make sure that its housekeeping is
in proper way which ensures regular cleaning , effective means of disposing of the waste which
ensures pleasant environment all across the resort and ensures as soon as one guest vacated the
room it is being ready, clean for the next guest arrival which ensures smooth flow of business
operation and helps in deriving customer satisfaction.
LO 2
P 3- Different types of resort packages
There are various kinds of resort packages which involves providing wide variety of
amenities and as the services increases the amount to be paid by the customer to avail services
includes. It includes packages such as
Normal service packages which includes packages for providing food, beverages, rooms and
various other things where the tourist or visitors come to spend there holidays which can be
subject to certain amount of days and night such as package being offered by the resort for 2
days and one night at certain amount. This packages are for smaller duration where friends and

families come and spend there valuable time by only accounting to services which are normal in
nature and by most of the resort business are being run ned which helps in generation of sales
and serves as the means for there survival (Amirudin, Nawawi, Salin, 2017). These are the
packages which are being mostly taken up by the localities of that region where the resort is
being located,
Additional service packages- this are the packages which are being offered by the resorts to the
customers who are willing to take and prevail extra services such as taking up of spa facilities,
asking for pick and drop off services which are being related with cab services where tourist and
visitors from outside usually take up these facilities from the resorts as they are unknown to the
place where they want to travel so to make it on there ease the resorts offers them with this kind
of services by which there package generally goes high as compared normal service packages in
terms of amount being charged by the customers. This additional service package can also
include services such as customisation of things which are being demanded by the customers
which helps in deriving satisfaction (SAMARATHUNGA, GNANAPALA, 2016).
Free service packages- this are the packages being offered to the customers and also known as
complimentary packages where an extra services are being offered on the basis of no amount
being charged for that services. These packages serves as the means of attracting large customer
base where it is being used as the marketing tool to generate awareness about the resort facilities
and which leads to build positive brand image in minds of customers which attracts them to visit
again and which can also leads to source of generating references from existing visitors to there
friends, families, peers and various others.
M2- Critical evaluation of running range of business package
Credit based packages- this are the packages which are being given by the resorts to its loyal
and regular visiting customers whereby they give credit to them to avail services of the resort and
ask them to pay them later as they are there premium customers for which resorts also offers
them services at a discounted price and helps in retention of the same as they believe that they
are there forever customer. These are the packages being provided by the resort to various
business passengers who visit and stay in same resort which helps in building trust on side of
resort to offer them this kind of packages (Fenech, 2017).

LO3
P4- Market research
This is being related with the needs and wants of target market for Potter resort which is
being based out of UK.
It states that there are various needs of customers where it firstly relates with providing
accommodation services which is comfortable and pleasant where in customer can come and
stay peacefully and can get the feeling of being relaxed against the stress which they go through
in their normal life and forgot all those till the time being they are staying in the resort whereby
potters resort need to account and providing such facilities which meets with the above needs.
The resort needs to ensure that its room service such as its beds, pillows, availability of water 24
hrs. is proper and which dose not leads to dissatisfaction among the customers (Dryglas,
Salamaga, 2017).
The next need which is required to be determined by the resort is about the Ambience
which serves as the highest means of satisfaction for its customers and for which customer
actually pays for. The resort can fulfil the same by maintaing clean and hygienic environment by
having lights which are attractive and various others which relates to interior design and how the
resort is being built in terms of its infrastructure.
The next is resort needs to identify of providing quality services which can be in relation
with the food and beverages that they are being serving and which are being fresh and accounts
to fast services with minimum waiting time. It can also account of needs of customers such as
greeting and treating customers with favourable means and addressing to there queries as earlier
as possible and responding to the same and not accounting to harsh or rude replies which will
leads to customer dissatisfaction and might leave resort with the loss of market share and loosing
its competitive advantage (Ahn, Back, 2018).
The need of the customer is also related with the fun and entertainment whereby the
resort authority of potters needs to ensure that it accounts to providing such kind of package that
ensure visitors or tourist with entertainment where in resort have mandatory facilities such as
gaming zone, bars, dancing zones and various other which helps customers in deriving high level
of satisfaction and ensures in deriving worth for the money being paid by them (Page, 2017).
P5. Business plan for Potters resort

Product description: After the identification of consumers needs and requirements. The resort
is determined to develop a new and attracting package which will be more beneficial for them to
acquire more customers and expand business. They have basically two main packages Adult
break and Family break (Asadi and et. al., 2020). The establishment decided to construct
something new which consist of the totally different recreational activities and facilities for the
lone travellers, singles or individuals who travel alone or visits their resort for relaxing and
enjoyment. All the activities and services are specially designed for the single guest to make
them feel at home and they do not feel alone or left out in the crowd of families and couples. Fun
gaming sessions and sports activities, bonfires, social activities events were organised specially
for them. Their room were designed and organised in accordance with that. They will be
provided personalised services in order to make them feel welcomed.
Promotional strategy: Mostly every hotels or resorts have families and couples enjoying their
quality time with their spouse or kids in their advertisement. Potters will design their
promotional and marketing strategy addressing Lone travellers and single people as a part of
their new package offering. They will use print media and social media platforms, flashing their
ads on television etc. This will attract the people who travel alone and are single staying at
resorts but when they visit hotels most of the services were designed for two (Köseoglu and et.
al., 2020). It will be beneficial for the company as their good will and reputation will build and
appreciated by the individuals that the company focuses specially on them also.
Pricing strategy: At the initial stage as they are launching a new package, they will keep the
pricing minimal at introductory stage and low pricing will also help them attain competitive
advantage in the term of innovation and profit maximisation as well.
Target market: The targetted audience for this specific assemblage is the individual guests and
the people who are staying alone. As all the facilities and attributes of this package is particularly
designed for them only to attain this segment of the market along with the family unit and
couples as well.
Financial plan:
Classification Cost
Production cost £9800,00

Licensing cost £60,00,0
Cleaning supplies £205,00,0
Marketing £32,50,0
Other expenses £45,00,00
Total £1727500
Key performance indicators for potters resort:
Occupancy rate: The major important component for a resort hotel industry is to manage their
daily total occupancy rate. If the rooms very not occupied for a day it considered as loss of
revenue. Resorts measure the average daily rate and the average room rate. To maintain that they
provide modified services and the latest package offered buy Potters could help the resort in
managing their occupancy as footfall will increase.
Energy management: Electricity and water consumption is very high in resorts, as the whole
premises is fully air conditioned and in the resorts there were different pools for toddlers and
adults which required high consumption of energy. To install and utilise gadgets which will
decrease the use of electricity and installing sensors and key card system which will turn off all
the appliances if not in use (Suárez‐Cebador and et. al., 2018). Also the use of temperature
monitor which will automatically change the Air conditioner settings. Installing recycling water
plants can help in decreasing overall consumption and save huge cost.
Labour management in context of percentage of sales: Hospitality industry especially requires
people with high etiquettes and manners. Who are well groomed and having a pleasant
personality and possess attributes like patience and hard work. Employees are the face of
organisation and in hospitality industry employee efficiency and customer handling service
should be effective and exceptionally well . People tend to visit Potters resort mostly because of
their specialised customer services and handling. Well groomed and personalised service's and
facilities provided by the organisation will increase the overall sales growth and maximise the
profit.
M3- Critical analysis of needs of customers
Needs and requirements of customers: The solo travellers and single customers ask for a
specially designed assemblage for them from Potters resort which fulfil their needs and wants.

As the group offers mainly two different packages which addresses adults or couples and the
other one is specifically for the families. People who visit their resort will feel a void and
because of that the customer footfall of walk-ins and lone guests are decreasing rapidly.
LO4
P6. Different approaches for sustainability practiced by Potters resort
Following are some of the sustainability initiatives adapted by the organisation:
Green hotels: The resort is situated in the midst of the natural surroundings. In order t stay in
touch with the natural habitat and want their guest to enjoy the same. They are practising various
environment friendly options like installing recycling plants, dumping their kitchen waste in their
own gardens and grounds to turn them into fossil which help in the growth of new trees and
plants (Rahimi and Gunlu, 2016). They have installed sensors which automatically turn on and
off the lights. Resort also have a water recycling system which reuse the kitchen and bathroom
waters recycle it and reuse it their gardens and plantations. Industry also have water purifiers and
distillers which purifies the pool waters so that it can be used several times instead of changing it
frequently.
Waste management: Instead of using room key cards which are made of plastic which is toxic
and cant be decomposed easily, they are using cards which are made up of thick sheets and
cardboard which are both durable and recyclable. They are also trying to replace the plastic water
water offerings with the refilling of the same bottle option which will be complimentary for the
first time. By installing temperature monitors and thermostat and units which manages the
electricity consumptions in case of fluctuations and the temperature will automatically decrease
in case of weather changes. Installation solar panels for electricity generation.
M4 – Approaches and initiatives used by resorts to enhance brand value.
Utilising organic products: people now a days are more conscious and aware about their health,
so keeping that in mind they are catering organic foods and bathroom supplies which includes
soaps and moisturisers from bio oils and not toxic chemicals in refill degradable bottles and
containers (Robin, Pedroche and Astorga, 2017). They use minimal packaging or paper
packaging in the sachets of coffee , sugar and salt, using paper straws and wooden chopsticks
etc.

CONCLUSION
The above report examined the different types of resorts and their various facilities,
features and issues they faced in managing the operational activities and functions and all the
essential measures to take in managing those issues. Different varieties of resort packages was
analysed and their influence on the overall sales growth and productivity was also examined.
Further a market research was conducted for a specific resort location and the defined target
market and its potential was also determined. After that a systematic business plan was
constructed which identified the needs and requirement of the consumers and package was build
for the expansion and profit maximisation of the business. Lastly various sustainable approaches
followed by potters resort was evaluated.

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