Tourist Resort Management: Market Research and Business Plan Report

This report provides a comprehensive analysis of tourist resort management, focusing on Scrub Island Resort, Spa & Marina. It begins with an introduction to hospitality management and the features of different resort types, including hill, beach, ski, and river resorts, along with the challenges in managing them, such as meeting customer expectations and seasonal revenue fluctuations. The report then discusses the operational requirements of specialist areas within resorts, like reception and room service, highlighting differences and potential management issues. It assesses various resort packages, such as adventure, cultural, and honeymoon packages, and how they align with sales objectives. Market research using the STP model (Segmentation, Targeting, and Positioning) is conducted to identify the target market, followed by a proposed business plan. Finally, the report investigates sustainable practices and initiatives implemented by resorts, concluding with a summary of the key findings and references.

Tourist Resort
Management

Table of Contents
INTRODUCTION ..........................................................................................................................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 .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality management is the phenomena that involves overseeing administration and
performances of tasks assigned and involved in the hotel, resort or other form of service
providing organisation (Kataeva and et. al., 2019). The present report is based and developed on
tourist resort management where Scrub Island Resort, Spa & Marina is the chosen organisation.
The Scrub Island Resort is a British beachside resort and hotel which is a subsidiary group of
Marriott. The resort is a beach front hotel which is located on British Virgin Island in Scrub
Island. The resort offers exclusive amenities and services to customers and the private resort
property is only accessible by helicopter and boats.
The report covers several aspects which relates to effective functioning and regulation for
managing the hospitality service providing firm potentially. The covered topics are key features
of different types of resorts and related issues faced by management while managing them.
Assessment of different resort packages offered to customers, need evaluation of target groups
and accordingly a business plan is developed. Lastly, number of sustainable approaches and
practices which are taken by organisations and implemented as an initiative as CSR act are
presented in the report.
LO1
Explore types of resorts and their key features.
A resort is a self contained commercial establishment and property which is developed
for offering every provider all related and needed services under one roof with effective
fulfilment of their desires and requirements. Resort is a product of hospitality industry, where
businesses establish their operations in way to serve customers and fulfil their desires and needs.
The basis difference between a hotel and resort is one is a accommodation and lodging service
provider and the other one is a contained development which is destination based and work
according to its own jurisdiction. These resorts are of several types which are classified based on
locations, by far it is the best way of classifying and dividing resorts in categories. Varied types
of resorts are presented as follows:
Hill Resort- Those resorts which are based and placed on a hill are called hill resorts.
The main attraction for people to visit a hill hotel is to enjoy the scenic beauty of mountains and

hills form and nature form above the ground with fresh and more cooler air and a smooth touch
of environment.
Beach Resort- As the name suggests these resorts are located either near the sea or ocean
or on the beach itself. The attraction factor for people is the beauty of the ocean, the frolic sand
and land. The major advantage of having beach resort is enjoying beach activities like
paragliding, scuba diving, jet skiing and many other (Scuttari, Isetti and Habicher, 2019).
Ski Resort- These are the resort type which are established for an obvious sports that is
skiing, snowboarding and all the other winter sports. These resorts are mostly build and
flourishing in towns and villages in winter sport areas and offers support services to enjoy the
authenticity and major sports of the area.
River Resort- Another popular location for building and flourishing a resort is a river
side or backwater of a dam. These resorts are close to water bodies and their services differs
from those of sea or beach resorts. The sports offered by river resorts are specifically water
sports like rafting, boating, kayaking and many other attractive and adventurous activities.
Challenges in managing different types of resorts:
Scrub Island Resort, Spa & Marina is a beach resort which is situated on an island in UK
and offers several services to customers or guests visiting the resort. There are certain issues and
challenges which resort faces while operating in the competitive environment and serving
customers. Some of these challenges and issues are described below in context of Scrub Island
Resort, Spa & Marina:
Meeting customer expectations- This is primary challenges which is faced by almost
all types of hospitality organisations and businesses. The social groups who visits the resorts for
enjoying a nice vacation are diverse. The common factor lies is they visit Scrub Island Resort,
Spa & Marina for enjoying the facilitates and adventurous of a beach and living in such
surrounding for a while (BENEDETTO, CARBONI and CORINTO, 2019). The challenge arise
for the resort for meeting the customers expectations as people wants and desires are unique and
the resort have to have a thorough understanding of those for supporting the customers and offer
them the best hospitality experience.
Season revenues- Another challenges for a beach resort is seasonal revenues, most
people move to new locations for enjoying their holidays and exploring new places. But off
season is a major concern for hospitality sector as at those time it becomes difficult for specific

service providers to earn enough revenues and stay profitable. The same issue is being faced by
Scrub Island Resort, Spa & Marina. The resort is situated on the beach and in high tide season
they remain close or barely operational as no one visits. Thus, it is huge challenge for the firm to
manage its operations and sustain itself in the market (Islam, 2020).
Discuss the differences in operational requirements of specialist areas and the potential issues
while managing specialist areas of resorts.
Operational requirements in every other industry differs form one another and in an
hospitality firm these areas are Front office Department, Kitchen Department and many other. In
the above section of the report four types of resorts are discussed. In each resort the specialist
operational areas are common but there management and performance criteria differs form one
another. The specialist operational areas of a resort are:
Reception- The reception is the face of an organisation who first meet and greet the
customers or guests visiting the hotel and in this case the resort. The front office department is a
highly specialist department where extreme professionals are required. The key role they play is
for placing the first impression on the people and public visiting.
Room service Department- The housekeeping unit is the second most close staff
members who engages closely with the guests visiting the hotel or the resort. The housekeeping
unit is responsible for keeping the premises clean and offers various other expected and asked
services by customers while the guests are in the resort (Sviatokha and Filimonova, 2020).
Differences in operational requirements of specialist areas:
The first key differences in operational activities of specialist areas that is housekeeping
and front desk is their uniforms and greeting techniques. These two factors changes in all resorts
in context of the two operational areas. In different types like in Beach resort the uniform is more
colourful and reflecting the culture of the place with light colours like in Scrub Island Resort,
Spa & Marina.
The second key differences which is identified in management of key operational areas of
a different resorts is their attitudes towards their job and while performing services changes
according to the work environment.
Potential issues managing the different specialist areas for a range of resorts:
The key issue while managing the key operational areas and specialist departments of in
range of resorts which management faces are making daily agendas and plans. Hospitality

industry runs day and night without and thus, the plans are made on daily basis. This is a tedious
job which creates huge chaos in the uncertainties leading to a challenging work environment
(Alananzeh and et. al., 2019).
Another issue faced is for keeping staff motivated and inline according to the need and
requirements of the operational practice, the company's expectations from the staff and keeping
their attitudes positive while serving customers and performing jobs. This is a challenges as
sometimes the staff gets frustrated in peak seasons due to day and night shifts which impacts
their decision and it is a great challenge for resort management to keep people motivated.
LO2
Assess different types of resort packages and how they fulfil overall sales objectives.
Tourism is a fast growing and rapidly changing industry which offers and presents huge
opportunities and possibilities for companies majorly accommodation providers to go beyond the
expectations of buyers by rendering best packages for their perfect vacation mood. The certain
packages which are offered by Scrub Island Resort, Spa & Marina are as follows:
Adventure tourism package-This package is very common and provided by all types of
resorts but the key primary activities involved in these packages change according to the resorts
nature, type and service provision. The adventure tourism package of Scrub Island Resort, Spa &
Marina involves the activities like paragliding, scuba diving, jet skiing and many other. This
package is effective for the resort and enable them to induce their revenues as the families with
teenage kids and youth are attracted through in holiday seasons by the adventurous service and
experiences resorts will be offering to guests.
Cultural tourism package- Through cultural packages a diverse and unique customer
base is attracted by Scrub Island Resort, Spa & Marina. The cultural package is developed for
those travellers who wish to explore and identify value and attractive aspects of varied cultures
of different places and environments. The cultural package is build in way which enable the
buyer a whole new and in depth knowledge and learning of the culture of the island about their
living styles, believes, aspirations and many other. The cultural package is available for whole
year as mostly those who wish to explore new things and culture are the potential buyers. Thus,
the revenue is managed through such packages by the Scrub Island Resort, Spa & Marina in off
seasons as well (Silva and Mattos, 2020).

Honeymoon tourism package- The third package or deal which is again very common
is honeymoon package. Beach side is the best honeymoon location for enjoying a romantic
vacation for the couples. In honeymoon package Scrub Island Resort, Spa & Marina offers
services which are more couple friendly such as date nights, theme dinners and more which gives
them chance to enjoy quality time with one another and have a great stay in the scenic beauty of
ocean and corals.
These are few main packages which are useful and revenue generating for Scrub Island
Resort, Spa & Marina as the resort management make sure to attract different and varied type of
social group through these offerings. As well as the resort make sure to address the needs and
requirements of all buyers and guests in the same time of the vacation which gives them
efficiency to handle them all at the same time.
LO3
Conducting market research into a specific resort location to determine the needs of a customers.
In order to specifically finding out the correct market segment and appropriate target
audiences for the resort the STP model is a useful marketing function. STP stands for
Segmentation, Targeting and Positioning (Viljoen, Kruger and Saayman, 2019). The method is a
marketing tool used for correct identification and evaluation of a most appropriate market
segment for the respective organisation. In present case the STP model is used for Scrub Island
Resort, Spa & Marina to locate the best target audiences for the organisation.
Segmentation- The segmentation process helps in dividing the population into smaller
groups according to similar features and characteristics. In relation with Scrub Island Resort, Spa
& Marina, the segmentation process and division of population into smaller segments it leads the
resort to potential target audiences on the grounds of significant adventure, needs, income, age
and lifestyle. In context to Scrub Island Resort, Spa & Marina they discover saturated and mature
market in terms of discovering new opportunities by offer innovative benefits.
Targeting- The targetting process starts afterwards as it is supported by segmentation
stage where the most suitable segment is selected as an audience for the company. The targetting
stage of the process is every important as now the target market will be determined for the resort.
Thus, a potential target audience for Scrub Island Resort, Spa & Marina is the higher segment of

the society who enjoys luxury services and being treated in a luxurious manner by making
enough payments (Retama and et. al., 2019).
Positioning- The positioning step is last where the company or in this case the resort will
be making plans to place itself strongly and effectually in the marketplace by seeking attention of
larger group of people and most population of the targeted groups (Ryan, 2020). In order to make
resort presence in the strong way in the industry Scrub Island Resort, Spa & Marina will be
making use of social media marketing campaigns and projects.
The market research conducted by choosing the STP model or approach it is determined
that the target audiences who are best suited for the resort expect their existing customer base are
traveller who wish to explore more authentic culture and higher luxurious services in a new place
or location of work. Thus, the need identified was to make a service offering through packages
where the individuals can enjoy both and luxury and cultural experience by learning new things
and exploring new ideas (Mason, 2020).
Propose a business plan for a resort package
Executive summary:
The Scrub Island Resort, Spa & Marina is a beach resort which is situated in British
Virgin Island and a property with immense amount of scenic beauty and view. The resort is one
of its kind offering unique and luxury services and experiences to guests with remarkable
amenities and facilities. The resort is entirely present on the beach that offers it a unique
advantage and power to make their services more homely and curated for customers.
Vision and mission:
The effective vision of the resort signifies to create an everlasting impression on clients
by fulfilling their dream holiday with effectual consideration of their needs and their overall
experience in terms of offering extraordinary and memorable service through the resort and their
packages. Scrub Island Resort, Spa & Marina also wishes to be a prestigious and well recognised
brand by developing healthy relations with guests by offering suitable services. The mission of
resort is to offer authentic services by providing true and rich facilities that showcase a luxury
side of the resort in an efficient manner to increase their customer portfolio (De Vera, 2019).
Objectives:
 To increase customer base by 5% in next 1 year.
 To inducer their revenues and sales percentages.

 To increase their profits by 10% in next one year.
Marketing mix:
Product- The product offering is a new type of service with a package that combines the
features of cultural and luxury services.
Price- The pricing strategy of resort is premium pricing and according to the new
package as well the pricing strategy.
Place- It depict the effective location and it is as the positive aspect for resort as it is
situated near the ocean and suitable side which offers a higher competitive edge (Luo and et. al.,
2019).
Promotion: It undertake travel marketing strategy considering various methods of
communication and various content for promotion as well as resort will be using social media
marketing campaigns for making promotions. The factor concentrates on making strong and
effectual impression on the target audiences.
Financial plan:
Project Funding Summary
Developing and Improvement Cost £881,000
Fixtures, Build out and furniture £353,739
Development start up expense £116,000
Five months working capital £49,261
TOTAL £1,400,000
LO4
Investigate the different sustainable approaches implemented by the chosen organisation.
Environmental concern and CSR that is Corporate social responsibility is all about the
popularity and eco-friendly actions companies and in the present case resort takes up in terms of
green process and continuous requirement for making sustainable changes in the procedures and
working operations. For doing so the management is responsible for making strong sustainability
concerned practice and plans for the resort employees to follow and make changes in the current

unhealthy practices. For the same some measure are adopted by Scrub Island Resort, Spa &
Marina that are as follows:
Conservation- It refers to the effective operations including the lighting system, water
and others for saving the overall energy and having an effective energy management system
(Robaki and et. al., 2020). In relation with this, Scrub Island Resort, Spa & Marina have
prominently implemented measures and improved practices for the reducing use of energy in
terms of waste and taking sustaining measures for establishing better guest experience without
hampering their services which are requested by them and for which they have paid a huge
amount of money.
Preserving Waste and keeping premises clean- The Scrub Island Resort, Spa & Marina
is situated on the ocean which means like most firms the resort can also expose their waste filled
with chemicals and unwanted elements in the ocean. Also, the visitors visiting the resort spread
pollution and affect the ecological balance of the ocean. The resort have taken up the topic as the
concern and have made evolution, now employees are provided training for keeping the close
eye on the guests for making sure that they do not expose dirt in the ocean. Also, through their
packages it is made clear to the guests that who every is making the violation and harming the
bio environment will be charged extra as penalty and it will be added in their ultimate bill at the
time of checking out (Solís-Radilla and et. al., 2019). The resort also make people aware about
the need for keeping the ocean clean through a 10 minutes seminar while introducing them and
visiting the resort property.
CONCLUSION
By making above discussion, it is identified and summarised that tourism and resort
management practice is opted by professionals in terms of coordinating with the effectiveness of
resorts and hospitality organisation. Moreover, it shows various types of resorts like ski and
beach by undertaking the potential issues and barriers and also determine several packages that
are needed by the resort to earn and increase revenues. Apart form this, sustainable approaches
are discussed and various practices that are used and performed to meet the needs of stakeholders
and improve business performances by eco friendly practices.

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