Tourist Resort Management Report: Analysis and Business Plan

This report provides a comprehensive overview of tourist resort management, encompassing various aspects of the industry. It begins by exploring different types of resorts, their key features, potential, and the challenges they face in management. The report then delves into the operational requirements and potential issues specific to various resort types, followed by an analysis of different resort packages and their sales objectives. A significant portion of the report is dedicated to market research for a specific resort location, along with the identification of target market needs and the development of a business plan for a resort package. Finally, the report discusses sustainable approaches and practices that can be implemented by a chosen resort. The report utilizes the Carden Park Hotel, Golf resort as a case study, offering practical insights into the industry.

Tourist resort
management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Different types of resorts and key features & potential, various issues and challenges in
management of such resorts........................................................................................................3
P2 Various differences in operational requirement and potential issues in management of
special areas in various range of resorts......................................................................................4
TASK 2............................................................................................................................................6
P3 Different resort packages and how they are able to fulfil their sales objectives...................6
TASK 3............................................................................................................................................8
P4 Market research of a specific resort location and decontamination of needs of the target
market..........................................................................................................................................8
P5 A business plan for a resort package......................................................................................9
TASK 4..........................................................................................................................................10
P6 Different sustainable approaches, initiatives and practises to be implemented by a chosen
resort..........................................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERNCE...................................................................................................................................13

INTRODUCTION
This report is based on different types of tourism destination which are concerned with
resorts and various different kinds of service which are provided by various different resorts
which are present across world. Carden Park Hotel, Golf resort is a resort which is present in
Tilston, UK and their main focus is on targetting those segment of customers who are having a
great passion for golf as they have a separate area for playing golf(Lee, 2017). Also, this resort
is having all the luxury facilities which can be availed by their target customers process at which
these services are offered are little high but they are having a positive brand image because of the
quality which they maintain in their services which has enabled them in having customer loyalty.
This report is based on various topics such as various resorts issues and challenges in
management, differences in their operational requirement and different potential issues, various
types of packages which such resorts offer. A business plan is prepared for making a strategy
which can help them in
TASK 1
P1 Different types of resorts and key features & potential, various issues and challenges in
management of such resorts
There are various different types of resorts which are having their own importance and
according to a particular location and features of resorts it can be said that there are various
services such as entertainment, fun-filled activities, world class services which are provided and
offered by such type of resorts. Various types of resorts are described below:
 Beach resort: This is a type of resort which is located in coastal areas and the beach is
major attraction of such type of resorts the main reason behind this is presence of beach.
We can identify various features such as entertainment facilities and recreational
activities which are a part of this resort. They are having several other establishment such
as romantic gateways, beautiful views and they are mainly for those section of customer
who are looking for luxury, spend huge amount on some beautiful locations(Philander
and Zhong, 2016).
 Island resort: These are those type of resort which are located on various landslips and
they are also providing luxury to their customers. They target those customers who have
sufficient time and money to enjoy on vacations for a long duration of time and a luxury

paradise. They are also based on interest of people on a particular areas such as water a
based adventures sunbathing surfing and snorkelling.
 Golf resort: This type of resort so basically for those individuals who are preference and
passion for playing golf. Such type of resorts provide various facilities such as golfing,
drinking area, entertainment sources such as theatre, music, clubbing and eating places
and many other such type of features which can lead to fulfilment of needs of customers
who are having a preference for golf and posses a sporting attitude.
 Luxury resort: This is also a type of resort which has a major feature of providing
luxury in resorts. They are for those segment of customer who want a complete
luxurious experience and at same time they are looking for fine dining experience,
exquisite facilities of entertainment all such facilities together constitute a resort to be
 Spa resort: Spa resorts are those type of establishments which have exquisite amenities
of spa, in many instances luxury resort doubles itself as a spa resort which leads to
increase in value. Spa amenities in a resort are mostly high end and they are not present
in ordinary centres of spa which makes such spa resorts having a differentiation
advantage (Ali, Amin and Ryu, 2016).
Challenges in maintenance of resorts:
 Changing customer expectation: It is a one major challenge which is experiences by
mostly all resorts as this is related to changing of their preferences which leads to
decrease in sales of such resorts if they are not able to modify and adapt to such changes
with time.
 Renovation and maintenance: This is also a challenge which is very common with all
types of resorts as timely renovations are very necessary to be done by resorts so that they
are able to compete with other competitors. This leads to lot of financial investment and
research which has to be done by such resorts(Lo, Wu and Tsai, , 2015).
 Updating with latest technology: technology is a factor which is continuously changing
and it is very necessary that resorts are able to adapt to such changing technology which
can lead to a situation of making high investment and then this involves huge
modification to be done by such resorts.

P2 Various differences in operational requirement and potential issues in management of special
areas in various range of resorts
Various range in resorts Operational requirements Potential issues
Training of staff members There is always a requirement
that a proper training has to be
given to various staff members
which affects their regular
function and work which they
are doing that has to be
managed according with
training is to be given to them
both taking at same point of
time. This has to be dealt in a
manner that regular
functioning of the resort does
not gets affected(Mearns and
Boshoff, , 2017).
There is always a potential
issue which is related to cost
of training which comes in
case as many time a
organisation incurs a huge
amount on training of
employees and after that if
they leave the organisation
then it becomes difficult for
resort to recover such cost.

Organization of bookings It is a operational requirement
that all the bookings have to be
done in a organized way with
the help of various e-
commerce sites, tele bookings
and other methods which are
used by customers to do their
bookings. There are many
instances in which sometimes
there are challenges to manage
such bookings in an effective
manner which may help such
resorts in satisfaction of their
customers.
Prices are fluctuating which
can affect bookings done by
various customers also there
are situation in the peak
seasons in which there are
huge number of customers
who are willing to book but
because of unavailability of
rooms the resort cannot meet
needs of their prospective
customers which mat lead to
dissatisfaction of various
customers.
Maintenance of a brand image Establishment of brand image
is connected with operational
issue as overall quality of
operations which are being
performed in resort affects the
level of satisfaction of
customers and which is
reflected in brand image of a
resort(Chrimes, 2016).
There are many potential
issues in such as presence of
many competitor who are
offering better services this
may affect and is a issue which
comes in the way of
maintenance of brand image
by many resorts. Though they
are providing better and
increased quality services then
also they many not get that
recognition because of their
competitor who are already
providing better services.
Having a competitive
advantage
it is a great necessity for all
resorts that they are able to
There are various issues which
can arise while a resort is

survive in the high competitive
environment as there are many
emerging resorts who are
providing unique facilities to
their customer which will help
them in increasing their sales.
This is a operational issue for
resorts as they have to make
their staff member m ore
creative which can help them
in creating a some features in
their particular resort which
will have a training
requirement and motivating
the staff members so that their
full competence can be
utilised(Gössling, 2016).
wiling to are something
different such as there is
requirement of lot of financial
resources which is limited with
every resort, also a lot of
research has to be done, this
requires a investment of lot of
time which will lead to
emergence if many issues by
resorts.
TASK 2
P3 Different resort packages and how they are able to fulfil their sales objectives.
All resorts are having particular packages which are built up according to the needs of
their target market. Such type of packages are related to various services which will be provided
in that package. The prices of these packages also vary and no two packages can be same. Each
resort has some differentiation features which are there in such resorts(Ali, 2015). These are
broadly divide in to three categories which are discussed below:
 Premium Package: This package is the most desirable package which is related to best
services which are provided by such hotels. Various amenities and facilities such as
lodging, drinking, clubbing, sports related activities, unlimited recreational facilities are
offered in that fixed price which is of premium package. This also has a very high prices
as compared to other different types of packages. Such type is very useful in satisfying

those category of customer who are ready to pay high prices for good quality services
those type of services which are in accordance with their expectation. Resorts are places
which are visited by people to have vacation or spend some good time with their family,
friends and known ones, they always demand comfort and luxury according to their
available budget in most cases premium budget is the most desirables package as this is
package with high class services and mostly availed by people belonging to upper classes
of society(Mason, 2015).
 Moderate Package: This is also a category of package which is made with services
which are less than which is offered by in case of premium package. In moderate package
customers are offered services such as lodging, pool, club, extra are for sports, gaming
zones, gym, live music, cafeteria, live counters of food, pool, excellent room services, spa
facilities and many other depending on the type of resort. Such services are included in
the package which is being offered by a particular resort. All such facilities are made to
be included in a particular package and that package is regarded as premium package.
 Economic Package: This is a package, which is related to most basic services which are
being offered by any resort. This includes basic lodging service, swimming pool and
restaurant and not more than that. This includes some basic facilities which are very
normal and they are mostly targeted by those segment of people who are willing to visit
resorts and enjoy but at same time they are not able to afford huge amount for this
purpose. This is most economic package which are offered to customers to fulfil their
needs. These type of package is mostly offered by all the resort which are most luxurious
they also try to offer such basic packages to their customers so that they can approach
lower income group of customers also.
Above mentioned are three types of packages which are offered to various customer
groups and they are availed by them according to their specific requirement and also the
available budget with them. Such types of package makes it very easy for customer in making
understanding what are the services which are offered by a particular resorts(Zelinskaya, ,
Chueva and Chuev, , 2016).

TASK 3
P4 Market research of a specific resort location and decontamination of needs of the target
market
Carden Park Hotel, Golf resort and spa: It is a resort which is located in Tilston, UK.
This is a resort which is having facilities of Golf and spa, along with fitness centres and various
other facilities such as swimming pool, treatment rooms etc. they are also providing many
services such as dining facilities, evening drinks which are offered by this resort(Nicolini and
Monteiro, 2016).
Needs of target market: The target market for Carden Park Hotel, Golf resort and spa is
those customers who are willing to pay a huge amount for various services which they want in a
particular resort. this is a very popular resort present in Tilston, UK. They are having many
innovative services such as leisure facilities, conference rooms, space for events, training,
wedding services, dining facilities and many more such related services which are being offered
with high quality and also with wide variety which can be customized according to needs of their
guests.
 Targeting family and couples: The main target market for Carden Park Hotel, Golf
resort and spa is families and couples as they are offering many innovative services such
as spa facilities, playing area clubbing, romantic section for couples all this helps in
attracting more customers towards their resort.
 Meeting customer requirement : It is also very important for Carden Park Hotel, Golf
resort and spa that they are able to change themselves according to requirement of their

target group of customers this will help in attracting more customers as a satisfied
customers will attract more customers and spread positivity for this brand.
P5 A business plan for a resort package
Introduction: In today's changing environment it is very important that resorts are able to adapt
to changing requirement of customers. This requires for building up of a strategic business plan
for surviving in the high competition environment. In early stages of any Company such business
plan is not required as
Objective: The major objective of this plan is to make vision, direction and planning to achieve
a particular business goals for providing a comprehensive service according to planned
objectives:
 The major objective is to target a complete new segment of customers whop are
shopaholic. As the strategy of Carden Park Hotel, Golf resort and spa this resort is to
open some shops fin the resort itself so that their guest can also fulfil their shopping
requirement if they want to (Fallone, Parken and Yeo, Western Digital Technologies Inc,
2016). This will be regarding providing facility for those type of customers who want to
make some purchase and experience something which is local and innovative.
STP Approach: This approach will also be used by Carden Park Hotel, Golf resort and spa
which
 Segmentation: Market has to be segmented by this resort and they will be according to
various characteristics which are posses by different people they are put together in a
particular category which is according to their requirement and expectations. This will
help in making strategies according to that particular target customers only.
 Targetting: The main target market of Carden Park Hotel, Golf resort and spa is new
customer who are having interest in shopping or those who are willing to explore
something new. This is a resort which will consists of shops which will be offering
something unique and different from the regular items which are available in markets.
the target segment of customers will be those who want to always experience something

 Positioning: Carden Park Hotel, Golf resort and spa is willing to position themselves in
market by having a differentiation advantage as compared to other similar resorts as it is
a are phenomenon that a resort that they are providing shopping facilities and this will
help them in getting a competitive advantage. This will help in having a unique and
significant position in market(Tashman,. and Rivera, 2016).
 Pricing strategy: there is no specific pricing strategy which has to be adopted by this
resort as they are willing to contact various shops who rae already prevailing in tilstson
and then try to make contractual agreements with them. This will be having a dual
benefit for the owners of shops and also for the resort. Their will be sharing on the total
number of slakes which will be taking place in such shops.
 Marketing plan: The resort is having marketing plan in which they will be doing a lot
of promotion of their new addition in their resort. There is a cost effective marketing
strategy which has to be adopted by this resort so that promotion can be done this will
help in making aware of the target customers about newly opened stores in their resort.
 Controlling and monitoring of activities: After there has been appropriate strategies
being formulated by Carden Park Hotel, Golf resort and spa the last step in overall
planning is to make sure that all the activities are in control and taking place according to
required manner(Khoo-Lattimore, Prayag and Cheah, 2015). If any activity is not
according to the planned sequence then this may result into outcomes which can lead to
heavy financial losses or a negative effect on the overall goodwill of this resort. hence,
only planning of approach is not enough there should be a proper implementation,
execution and controlling of all the activities which can lead to successful achievement
of all the laid objectives. In the present case major objective of Carden Park Hotel, Golf
resort and spa is to attract and approach a new segment of customers by addition of a
new feature to their resort.

TASK 4
P6 Different sustainable approaches, initiatives and practises to be implemented by a chosen
resort.
There are some of sustainable approaches which can be initiated and implemented by a Carden
Park Hotel, Golf resort as discussed below:
Energy conservation: This approach is a very popular approach which is related to
boilers, system of lighting, kitchen equipments and various automated energy system. Many
resorts have adopted such practises across globe. This practise is related with having automatic
energy systems and is very helpful in using and enhancing the available resources with a resort in
the most optimum manner. This will also ensure at same time that there is concern for
environment which lead to enhancement of the overall brand image of a resort and they will be
able to do a positive contribution towards external environment(Ukaegbu-Obi, 2016).
Waste reduction and Recycling : This is related to various programs which are various
recycling programs and reducing of wastes which are very common with all resorts. There are
many ways through which such wastes can be reduced such as food wastage composting
programs which are made for waste to be diverted up to 40% or 50% from landfills.
Cleaning products: This is also a approach which can be used by resorts in which they
can use safe products for their employees & guests. This will help in increasing the quality of
overall services which are being offered by such resorts and also this is a key which can help in
enhancement of overall brand image of this resort. Such as they must make use of products like
chlorine bleach and petrochemical derivatives
Food preparation: This is also a approach which can be implemented by resort such as
adequate amount of safety and cleanliness while they are preparing their food(Chikere and
Nwoka, 2015). Such as using fresh ingredients, food and beverages, healthier cuisine which can
lead to using a safer approach and more safety of customers and guest who are visiting their
resort.
Spa: There has been a growing trend which is of spa in this there is a need of adequate
safety by using organic and natural products. This will help in having a unique brand strategy
and help in providing a secure services to their users. There are many innovations such as usage
of signature treatments are also emerging which can help in building up of special connection
with guest of resorts who are willing to use such spa services.