HNHM339 - Tourist Resort Management: Operational Analysis & Packages

This report provides a detailed overview of tourist resort management, beginning with an introduction to resorts and their role in the hospitality industry. It classifies resorts based on location (beach, mountain, island, specialty) and cost (economy, luxury), outlining their features and potential management challenges. The report then examines the operational requirements of specialized areas within resorts, such as food production, food and beverage service, housekeeping, and front office departments, highlighting potential issues like staffing, customer expectations, and technology adoption. Management strategies are recommended to minimize these issues, including employee training, integrated PMS systems, and technology upgrades. Finally, the report explores various types of resort packages (all-adults, couples, family, singles, group, all-inclusive) and how they contribute to overall sales objectives, considering the business implications of developing and running these packages.

Tourist resort management

Table of Contents
PART-1............................................................................................................................................3
Introduction......................................................................................................................................3
P1: Resorts: Types of resorts and their features and potential issues, challenges for managing
them..............................................................................................................................................3
P2: Operational requirements of specialist areas and potential issues of managing the different
specialist areas for a range of resorts...........................................................................................4
P3: Types of resort packages and how they fulfil overall sales objectives..................................7
Conclusion.......................................................................................................................................8
PART-2............................................................................................................................................8
INTRODUCTION...........................................................................................................................8
MAIN BODY...................................................................................................................................9
Critical analysis and determination of the target market.............................................................9
Business plan...............................................................................................................................9
Critical analysis of the business proposal..................................................................................11
Sustainable approches and practices..........................................................................................12
Evaluation of the sustainable approaches .................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

PART-1
Introduction
Resort refers to the place which provides the recreation and entertainment to the people
who are on a vacation. However, a resort can be referred to any commercial location which
attract the visitors. The tourist resort management is an integral part of hospitality and lodging
industry which involves personnel management, logistic and travel management, professional
standards and ethics, application of certain vacation locations and types as well as safety and
health services (Alananzeh and et.al., 2018). The report will aim to develop a small training
manual which will be used in new staff training. It will contain distinct types of resorts,
operational requirements and issues managing the specialist areas in a resort and different types
of resort packages.
P1: Resorts: Types of resorts and their features and potential issues, challenges for managing
them
There are various types of resorts which are available to customers as per their
preferences and budgets. Some important types of resorts can be classified as follows:
1. Classification on the basis of location:
Resorts can be classified on the basis of their location. It involves: Beach resorts: These are the resorts which are located near a beach. It provides the
obvious advantage of attraction of the ocean to visitors. These resorts provides various
beach activities such as scuba diving, jet skiing and paragliding as well. Potential issues
or challenges in these resorts can be cost management as the beach services can be very
expensive and it might become difficult for the organization to cover these costs. Mountain/hill station resorts: These kinds of resorts are situated near or on the
mountain/hills. These resorts provides the particular advantage of beautiful scenery and
pure air to the visitors. Potential issues or challenges in these resorts involves limited
activities and seasonal customers (Haarhoff, 2018). Island resorts: These kinds of resorts are situation on the beach, far away from madding
crowds and city noises. It offers a distinct charm to the visitors. Potential issues or
challenges in these resorts can be lack of visiting places and limited food.
 Speciality resorts: These resorts are resorts which provides some specialised services
such as spa resorts, lake resorts or theme based resorts to the visitors. They are situated

along with the specialised service providers. Potential issues or challenges can be the
high costs of the services.
2. Cost based classification of resorts:
Another way to classify resorts is on the basis of their costs. They are further
classified as follows: Economy resorts: These are the resorts which are for the people who are on budget.
These kinds of resorts provide the basic services at a low cost. However, the
disadvantages of these resorts is that some facilities are shared with other people such as
common washroom etc. Potential issues or challenges can be non-availability of services
or shared services which can cause inconvenience to the customers.
 Luxury resorts: These are the resort which provide all the facilities in one place and
generally charge higher costs form the visitors. Their costs are high due to the value of
services which it provides such as entertainment options, amenities and complementary
food etc. Potential issues or challenges can be cost of services (Shabankareh and et.al.,
2021).
3. Other resorts
Apart from these resorts, there are various other kinds of resorts to. Some of these resorts are
explained as follows: All Inclusive resorts: These are the kind of resorts which provides various services such
as loading, soft drinks, gratuities, alcohol and three daily meals etc. services. These
resorts can be specialised like catering to adults only. Potential issues or challenges in
these resorts can be limitation on the specialized services.
 Golf resorts: These are the kind of resorts which cater to sport of golf. These resorts
provide the access to golf clubhouses and golf courses. They provide various golf
packages to the visitors. Potential issues or challenges in these resorts can be the lack of
other entertainment services (Favre-Bonte, Gardet and Thevenard-Puthod, 2019).
P2: Operational requirements of specialist areas and potential issues of managing the different
specialist areas for a range of resorts
Operational requirements:
The operational department of resorts involves various specialised areas. Some of these areas
and their potential issues are described as follows:

 Food production department: This is the main requirement of a resort. A resort needs to
provide its guest food. This department is also known as kitchen department which is
responsible for the actual preparation and production of food items. It requires the
specialised workforce such as cook, chef, kitchen manager and kitchen porter etc. they
have to ensure that while cooking of food items, the process is undertaken in the most
hygienic way. Food and beverage service department: This department deals with providing the guest
the food which is prepared in the kitchen department. The food which is made in kitchen
department have to go to the customers. The responsibility of this department is the
ensure that the waitresses, waiters and the other people who are involved in the process to
taking the food to customer’s tables are expert in their job and serve the customers in the
most hospitable manner (Volgger and et.al., 2019). Housekeeping department: This operational area of resorts helps in providing the guest
their best experiences. The workforce in this are specialized in their services such as
providing clean and ready to go guest rooms, public areas, restrooms and hallways etc.
the major requirements in this department is to ensure that the resort is able to maintain
its high standards through ensuring cleanliness and hygiene.
 Front office department: Front office department is that specialised are of resort which is
the first point of contact for the visitors who visit the resort. The department is
responsible to make sure that all the guests are welcomed in the most professional and
friendly manner.
Potential issues of managing the different specialist areas for a range of resorts
There are potential issues or challenges while management of different specialised areas
for a range of resorts. These issues are explained as follows: Hiring and retaining staff: It is the most common challenge which the resorts have to
face while managing the different specialised areas for resorts. The fill the vacancies of is
an issue as if even one of the staff is not present is its kitchen, maintenance department or
at its front desk department it can cause inconvenience to the customers (Villarias and
Estores, 2021). Operational issues: The resorts also faces various operational issues such as reservation
management, attending guests and performing front desk operations as well as

maintaining cleanliness in it. If all the resort is unable to perform all the tasks in sync,
then it can lead to customer dissatisfaction. Customer expectations: The major issue faced by resorts is constant changes in the
customer expectations. Customers want more and premium services from the resort under
their budget. They do not want to pay extra charges for the additional services such as
complimentary breakfast or Wi-Fi etc. After COVID these demands have changes.
Guests add the additional service of contact less services as well. It creates a challenge
for the resort to provide all these services under a budget.
 Latest technologies: The changes in technology is another major issue which the
companies are facing today. Customers today want the best services with latest
technologies. They do not want to wait in queue for their services or waiting for hours for
their queries. They want instant solution. Those constant changes in technology are
difficult to adopt and costly to implement. Thus it creates a challenge for the company
(Bancoro, 2020).
There are some other issues which resorts can face such as leadership, irregular and long
working hours and the maintenance and renovations of the property and resort.
Recommendations of management strategies to minimise issues/ challenges with
recommended steps and solutions required to minimise risks:
 As it was analysed that resorts face the challenge of hiring and recruiting employees. To
overcome this issue it is recommended that the resorts should provide training to its
workforce on regular basis. It will motivate the employees and retain in the company and
reduce employee turnover. Through this risk can be minimised.
 It was analysed that the resorts face various operational issues. To minimise this issue, it
is recommended that the resorts should adopt various integrated PMS systems which will
allow the resort to perform all the operations in a sync. It will allow the departmental
functions and operations to run automatically and sync (Ahn and Back, 2018).
 As the resorts face the issue of changing customer expectations and demands, it is
recommended that the company should keep itself up-to date with the market trends and
charge the cost of services form the other services.

 Resorts todays also face the challenge of constant change in technologies. So, it is
recommended that the resorts should implement the technologies which can be up-graded
easily such as chatbots which allows the guests and resort staff to respond to queries at
once.
P3: Types of resort packages and how they fulfil overall sales objectives
Resort packages are the vacation packages in which the chosen services are made
available. It allows to include the all services which a customer might want to include or
experience during their vacation. There are various kinds of packages which a resort might offer
to its customers such as: All-Adults packages: In this kind of package the services involves services which are
legally allowed to adults only. For example: Services such as alcohol and bars. Through
this package the resort organizations cover the costs of amenities and their products such
as alcohol etc. (Kurniasari, 2021).
 Couples only package: This kind of package is for the couples on their vacation
and involves services which are specialised or couples. For example: Services
such as romantic dinner dates and romantic suites etc. Through this packages
companies target on attaining their target sales providing services in a package of
two people in higher prices.
 Family friendly packages: These kind of the packages are for people who are
travelling with their families. For example: It involves he activities which can be
done with the families such as site seeing etc. Through this package companies
attain their sales objectives this package attract people to come in a group of
people and utilize almost all of its services.
 Singles packages: These kind of packages are focused on people who like solo
trips and vacations. For example: It involves services such as hiking or exploring
etc. through this package resorts, through providing this package the company can
utilise its vacant rooms.
 Group package: These kinds of packages are for people who travel in groups
such as friends or colleagues. For example: This package provide services or
activities which can be done in groups such as volleyball playing or golf etc.
Through this package the resorts attract more people because when people comes

in groups they tend to use every service which is available (Tibone and et.al.,
2020).
 All inclusive packages: These are the packages which involves all the services
under one package only. For example: It involves lodging, three times meal and
other services as well. Through this package the company utilise all of its services
and covers all the costs of services through sales.
Overall business implications of developing and running a range of resort package
Resorts are self-contained commercial enterprises which concentrates on satisfying the
visitors through its services. The resorts provides a range of services, however, development and
running a range of resort packages is extremely difficult and brings a lot of challenges to resorts.
Some of the challenges involve the cost and budgets, maintenance and renovations and changing
demands and preferences of customers as well.
Conclusion
From the above conclusion, it can be concluded that resort is a place which provides
various services to the people who are on a vacation. Resorts can be of various kinds. They can
be classified on the basis of costs, locations and other resorts such as golf resorts. These resorts
involves various operational requirements for various specialised areas such as food service
department and kitchen department etc. there are various issues in management of these
specialised areas as well. Various recommendations to overcome those issues are provided as
well. There are very kinds of resort packages which aim to fulfil their sales objectives through
these.
PART-2
INTRODUCTION
Tourist resort management refers to selection of the target market in which the
organization wants to operate and attract the customers for higher profit maximisation
(Alananzeh and et.al., 2018) Also, it includes inculcating of sustainable approaches and
practices.
Foxhill is a five star private manor house hotel that is located in the Cotswolds, UK. It
covers an area of 400 acres of pristine countryside. It has three restaurants and 70 rooms with
other services like gym. Spa, tennis and golf courts.

This reports determines and analysis the target market of the organisation. It also analysis
the sustainable approaches and practices that are used by the organisation.
MAIN BODY
Critical analysis and determination of the target market.
It can be critically evaluated that when it comes to choosing a target market in the resorts. It is
mainly divided into sub groups of people that is to enhance the profitability of the resort and to
increase the visibility of the resort in the target market (Haarhoff, 2018). The fox hill targets the
following target market which are as follows:
1. TOURISTS: As UK in considered one of the largest location in terms of having tourists.
Thus, the first target market of the resort is the tourist that is it targets the tourist mainly
to enhance its profitability (Ridzuan and et.al., 2018). It provides the tourist with a
comfortable accommodation as like their homes and provides them necessity according
to their needs and preferences. Also, the Foxhill resort keeps in mind the requirements of
the target market and offers them services accordingly.
2. MILLENIALS: Nowadays youngster are the ones who like to explore new places and
locations which have adventurous activities and entertainment facilities (Moritz and
et.al., 2017). Thus, another target market of the Foxhill resort is attracting the new
millennial generation. The resort provides them with various adventurous activity that
attracts youngsters towards the resort and helps in increasing the profits for the resort.
Thus, it can be critically analysed that the Foxhill resort targets the tourists and
millennials mostly as they are the ones who likes to explore new places with different amenities.
Thus, with attracting the tourists it has helped the resort in increasing its visibility globally and
also helped in increasing its brand loyalty with providing services according to needs and
requirements of the target market.
Business plan
MISSION
The Foxhill resort mission is to provide its guests with the top most level of quality
services in a modest environment. The resort will value the community in which it will operate.
Thus, it will create value for both investors and its owners.
OBJECTIVES

The objective of the Foxhill is to lead its company towards higher profit maximisation
with attaining higher level of sustainability.
USP
The unique selling point of the resort is that it is runned by an experienced management
staff that is able to provide world class customer services that will help in achieving the market
share of the company by achieving high revenue. Thus, leading the company towards growth and
success.
SWOT ANALYSIS
STRENGTHS
 It establishes differentiation strategy.
 It has diversifies range of service skills and abilities within its staff and management. It shares clear and well communicated values.
WEAKNESSES
 Seasonal revenues- during winter the tourist cycle is comparatively low. Orientation and ongoing training of the new staff for seasonal turnover.
OPPORTUNITY
 Targetting new markets for higher profits and revenue. Employees and suppliers required for running the facilities can be acquired from the local
markets.
THREATS
 Threat from entry of new competitors.
 Availability of substitutes.
MARKETING MIX
PRODUCT
The focus of the resort will be on offering its customers products and services that adds
value and differentiates their services from others. The resort will offer services such offering
personal services to their frequent travellers, providing luxurious rooms and inculcating a strong
customer service ethic in their staff members.
PLACE

The packages of the product and services and its information will be provided to guests
through direct selling, personal selling, internet and advertising. Also, it will include the delivery
channels such as travel agents etc.
PRICE
The pricing strategy will vary according to its differential objectives that will add value.
That is the resort will be offering services at reasonable prices with higher quality services. Thus
these pricing strategy will be dependent upon accordingly on the different packages offered.
PROMOTION
It will primarily focus on printing ads and direct mail campaign for promoting its
packages. Also, it will inculcate themselves in personal selling for building long term
relationship.
BUDGET
PARTICULARS AMOUNT
SALARIES 5000
ADVERTISING EXPENSES 7000
RAW MATERIALS 4500
OTHER EXPENSES 3800
TOTAL 20300
MONITORING AND EVALUATION
For evaluation and monitoring of its strategies and business it will use various key
performance indicator that will help the resort in analysing and evaluating its performance and to
check any issue for deviation. If any deviation arises it will take corrective action so that it can
achieve higher profit maximisation
Critical analysis of the business proposal
Thus, it can be critically evaluated that for higher profitability of a business it is very
important that the right target market is chosen so that the objectives and the goals of the
organization can be achieved and that will lead the company toward growth (Ciolac and et.al.,
2017). Thus, it can be evaluated from the business plan that the chosen target market by the
Foxhill resort will be beneficial for the organisation as the new millennials and the youngsters

are the ones who are more likely to explore. Thus, it can be evaluated that the proposed business
plan help the resort in earning higher revenue and profits.
On the other hand, it can also be evaluated that the unique selling point of the resort will in turn
also help the organisation in being ahead of its competitors as with the experiences staff member.
The resort will be able to provide higher quality services that will help in attracting more
customers and will help in building customer loyalty towards the brand will make the brand
differentiate from the others. Thus,it will provide the company with a competitive advantage
over its competitors.
Sustainable approches and practices
Sustainable Practices are the processes services employ to maintain the qualities employed in
the physical environment. Sustainability is all about living with the natural system and ensuring
that our lifestyle does not harm society and other people. Sustainable practices relates not only to
natural world but also to other important issues such as poverty ,consumption and health.
FOXHILL RESORT has laid the foundation for long term sustainable future for families and
generations to come.
Different Sustainable approaches used by FOXHILL RESORT are as follows:
 USE OF SOLAR PANELS :The FOXHILL RESORT uses solar panel at its Pavilion's
roof, with all the lights fitted inside and outside which are 80% more efficient than
traditional lighting,while the lighting which is used in the toilets and wash rooms of the
RESORT are using one motion sensor which is helpful in saving energy of the RESORT.
 WATER SYSTEM : Pools built in the FOXHILL RESORT are filtered by pioneering
water DAISY system which reduces the water energy and chlorine used. By including
toddlers pool with the main pool, it improves water quality for children and save energy.
It uses sensors on showers and taps which is indicating that less water is wasted. The
coolers would not have any single use plastic cups, encouraging the use of refillable
bottles.
 ECO – FRIENDLINESS : The yoga cabin at FOXHILL RESORT club in larch
cladding is FSC approved , which helps in meeting the highest social and environmental
standards for the RESORT. Trees planted here plays an important role in combatting
climate change , so specimen trees were protected during construction and new ones were
planted.