Tourist Resort Management Report: Market Research and Strategies

This report provides a detailed analysis of tourist resort management, using Slieve Donard Resort and Spa as a case study. It explores various types of resorts, including all-inclusive, destination, and luxury resorts, along with their key features and management challenges. The report examines operational requirements of different specialty areas within resorts, such as luxury and all-inclusive resorts, highlighting potential issues in managing them. It assesses distinct resort packages, like business and honeymoon packages, and analyzes how these packages meet overall sales objectives. Furthermore, the report includes market research conducted in the resort's location, identifying the requirements and choices of the target market, followed by a proposed business plan for a resort package based on the research findings. Finally, it investigates sustainable approaches, initiatives, and practices implemented by the resort, offering a comprehensive overview of tourist resort management strategies and practices.

Tourist resort
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Exploration of various kinds of resorts with their key features, potential issues and
challenges for management..........................................................................................................1
P2. Discussing differences in operational requirements of speciality areas as well as potential
issues in managing different speciality areas for range of resorts...............................................3
TASK 2............................................................................................................................................4
P3. Assessing distinct kinds of resort packages as well as the ways these meets overall sales
objectives ....................................................................................................................................4
TASK 3............................................................................................................................................5
P4. Conducting market research in particular resort location along with determining
requirements or choices of selected target market.......................................................................5
P5. Proposing business plan for resort package on the basis of market research along with
findings........................................................................................................................................6
TASK 4............................................................................................................................................9
P6. Investigating distinct sustainable approaches, initiatives together with practices that are
executed by the organisation........................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Resort refers to a place which is frequented for recreation or other purposes. It is self
contained commercial entity which makes efforts for providing most of tourist's wants including
entertainment, lodging, food and many more on the premise. Tourist resort management is a
program which prepares managers in hospitality industry to plan, manage as well as market
comprehensive facilities, services along with related products for tourist. To understand about
tourist resort management, Slieve Donard Resort and Spa is considered. It boasts around 180
luxurious bedrooms which comprises Resort rooms, Executive rooms as well as other
magnificent suits that have stunning panoramic views (Slieve Donard Resort and Spa, 2020). It
is situated in Newcastle, UK and is perfect choice for tourists to visit local attractions and
trekking experiences.
The report examines various characteristics of common resorts along with potential
issues to manage them. Further, it evaluates various kinds of resorts and availability of key
packages. It also analyse needs of travellers in specific location for creating resort package which
emphasis on those needs. At last, distinct types of sustainable approaches, initiatives and
practices are defined which are selected by the resort.
TASK 1
P1. Exploration of various kinds of resorts with their key features, potential issues and challenges
for management
The term resort is defined to a place that provides entertainment together with recreation
particularly to tourists. It is a any commercial establishment of location which provides tourist
market with quality personnel and hight standards of services to people that seeks relaxation,
memorable experiences addition to comfortable in tourism industry. Key characteristic of a
resort is its location and services. Slieve Donard Resort and Spa is a resort which provides array
of amenities such as recreational, entertainment and other related activities. Some of resort types
and their key features are as explored:
All- inclusive resort: It refers to a vacation resort which comprises at minimum lodging,
soft drinks, gratuities and many possible services in the price. It charges fixed rate for variants of
its offerings (Fesenmaier and Xiang, 2016). Slieve Donard Resort and Spa is a kind of all
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inclusive resort that have feature of designing particular vacation interest. It also offer sports as
well as non motorised water sports with other activities at fixed price.
Destination resort: The resort which itself comprises necessary guest attraction
potentials with al facilities for complete vacation. It provides facilities including fitness programs
and spas, food, shopping, entertainment and sports with benefits that travellers do not have to
leave the pace after check-ins. Its is characterised as the establishment that offers higher quality
service at resort destination including recreational area, historic site and other attraction.
Luxury resort: It is said to the resort that provides luxurious accommodation
experiences to its guests. These are characterised as expensive luxury holiday resorts that
presents ultimately in comforts as well as luxury. Slieve Donard Resort and Spa is a luxury resort
that is featured as elite property which is popular for its exceptional customer amenities, services
along with hospitality. It contains comfortable rooms, suites, spas and other places where guests
enjoy all things starting from down filled duvets, in-suites hot tubes to expensive services.
The potential issues and challenges to manage the resort:
In a resort, managers goes through various complex situations at the time of managing
types of resorts (Wang, Zhu and Fei, 2020). In context to Slieve Donard Resort and Spa, resort
manager faces mentioned potential issues to manage them:
Keeping with latest technology: Progressively, hotel vacationers are becoming tech-
savvy as well as expect or demand conveniences including more electric outlets, Wi-Fi, digital
check-ins and check-outs, USB Ports and so on (Hannah, 2017). It becomes critical for manager
of Slieve Donard Resort and Spa to keep present technologies updated while managing resorts as
installing latest technology is an expensive task. It requires management team to stay up dated
with innovative developments ad searching suitable application that meets changing
requirements.
Maintenance and renovations: In tourism industry, customer expectations are shifting
fastly. For manager of Slieve Donard Resort and Spa, it becomes complex to keep amenities,
lobbies and waiting area up to date as well as up to standards of guests. It is potential issue for
management to manage customers and employees in renovations or maintenance of some rooms.
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P2. Discussing differences in operational requirements of speciality areas as well as potential
issues in managing different speciality areas for range of resorts
The scope of resort is very wide as it includes various operational requirements in
speciality area. In relevance to Slieve Donard Resort and Spa, the differences concerned with
operational requirements of areas addition to potential issues for managing specialist areas of
various resorts are as discussed:
Type of
resort
Specialist
area
Requirement of operation Potential issue
Luxury resort Ambience as
well
infrastructure
For resort type that is luxury
resort, key operational
requirement is to managing
ambience and infrastructure as
per the industrial trends as it it
can to ensure better customised
services which are valuable and
affordable for customers
(Felicetti, 2017).
In this type, potential issue
that is faced by manager of
Slieve Donard Resort and Spa
to manage luxury resort is
renovation and maintenance so
to keep the rooms and other
areas perfect as per pertaining
to upcoming trends.
All-inclusive
resort
Differentiatio
n strategy
For inclusive resort, key
operational requirement is
related to differentiation
strategy for achieving
competitive advantages in
industry. Slieve Donard Resort
and Spa works in hospitality
industry wherein large resorts
provides similar services at
minimum prices.
The potential issue that is
faced by managers of Slieve
Donard Resort and Spa is
keeping with latest
technology. For this, the
company needs to adopt
differentiation strategy for
building reputation in the
market and offer services
electronically to target
audience.
Destination
resort
Recreational
activities
In context to destination resort,
operational requirements is of
The potential issue that
managers belonging to
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organising various recreational
activities in the manner that
makes the visit memorable and
satisfactory for customers.
destination resort faces is
changing customer
expectations (Ahn and Back,
2018). It is seen that with
emergence of multiple services
which makes instant outcomes
possible, customers of Slieve
Donard Resort and Spa are
beginning to anticipate same
level of personalisation,
convenience along with
efficiency at destination they
visit.
TASK 2
P3. Assessing distinct kinds of resort packages as well as the ways these meets overall sales
objectives
Resort package refers to a vacation that is organised by resort with arrangements for
accommodation, transportations and many more within inclusive price. It is essential tool for
resorts to attract customers and develop competitive edge. In other words, resort package is said
to the package of establishment which escort travel of an individual. All resort packages have
sales objectives that are achieved through managerial strategy. In respect to Slieve Donard
Resort and Spa, some of resort packages and ways their sales objectives are achieved are
assessed below:
Business package: In the digitalised era, offering business package is necessary for
resort managers to achieve custom along with retain manpower (Ali, Hussain and Ryu, 2017). In
Slieve Donard Resort and Spa, business package is related to needs of businessman that are key
clients of company. Common business package offered by the resort is for 2 days and 3 nights
that costs nearby £ 3500 to £4800 to a businesswoman or businessman. In order to meet sales
objective of business package, managers of the resort applies customer relationship management
strategy which assist in strengthening relations with business people and arranging requirements
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such as easy fitness, plenty of power outlets, conference room and hence forth. Furthermore,
resort manager also hires employee that are proficient to understand needs of business people
and meets their services promptly that results in providing them valuable experience resulting to
maximising profitability of organisation.
Honeymoon package: The package is generally devised for newly weds and it includes
everything from lodging, activities, foods, travel and other in one price. The package is only
meant for couples that helps them to spend some quality time for understanding each other and
their preferences. Manager of Slieve Donard Resort and Spa offers the package to twosome that
are on their first trip after wedding. It takes the people to amazing places to add more romance,
understanding and love in their lives. The resort package is offered by for 3 days and 4 nights at
price of £ 5000 per couple. For attaining the sales objective of honeymoon package, managers of
the resort promotes and attracts couples through social media. Also, the managers arranges
various facilities like wonderful decorated suites, food service at rooms, campfire and so that that
provides private time for making love. With these strategies, managers influences couples to
frame buying decision for the package and helps the company to increase revenue.
The above assessed resort packages are offered by Slieve Donard Resort and Spa to
attract people from wider locations that leads to achieving sales objectives of increasing
customer numbers, enhancing organisational sales processes, improving sales and profits in
determined time frame.
TASK 3
P4. Conducting market research in particular resort location along with determining requirements
or choices of selected target market
To determine choices of chosen target market, it is important for organisation to conduct
market research as it assist in identifying the ways potential and prospective customers perceives
the brand and denote gaps in expectations of customers (Kot and Kozicka, 2018). Conduct
effective market research helps the entity to minimise risks while framing decisions for products
and services.
Slieve Donard Resort and Spa is hospitality establishment that is located at Newcastle,
UK. Nestling at foot of Mountains of Mourne, the resort stands in six acres of immaculate
private grounds. It is perfect choice among people for sightseeing, touring and many more. It is
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luxury resort that have big rooms and all have attractive interiors to make customers feel
comfortable. Along with this, the resort also have award winning spa which provides rock
sauna, swimming pool, crystal steam and therapy facilities. It is popular place for golfers as it
have huge ground with sports arrangements.
Target customers along with their requirements: Target population of Slieve Donard
Resort and Spa are the people that are ready to pay for entertainment, leisure and recreational
activities. In context to the resort, the target customer group with choices for resort location are
underneath:
 Adventure tourists: These are the travellers that loves to explore about variant places as
well as makes decision for sole travelling. Adventure traveller demands for activities like
scuba diving, skydiving and many more. They gains much of excitement through
stepping out of comfort zone and explore destinations. They demands for resort package
which encompasses transportation, physical activities, sports facilities, exploration of
new experiences and timely food within minimum budget. These requires special skills
along with physical exertion.
 Soul searchers: The travellers which have prime goal of travelling around so to search
themselves as well as to ponder deepest life philosophies (Scarles, 2016). The needs of
soul searchers are for travel alone to search their soul and they schedule sports or
locations where they can spend durations taking long strolls, walking lonely through the
woods and stare over cliffs.
 The resort Hopper: It is the bread of traveller which are not passionate for exploring
new sights or shopping. These are simple vacationers which have demands or preferences
to enjoy chilling out as well as vacationing in hotel or plush resorts. Moreover, the
generally demands for mouth watering cuisines, water activities, chilled beer, clubbing,
fitness and entertainment which makes their visit memorable (Tomaszewska, 2017).
P5. Proposing business plan for resort package on the basis of market research along with
findings
According to findings of market research, manager of Slieve Donard Resort and Spa have
recognised that its target traveller base have preferences and choices for resort package which
includes large types of amenities in minimum budget. For this, manager of the resort have
proposed a package that is “Accommodation Package” that suits all vacationers and is within
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their budget. To promote and sell the package, business plan is prepared by manager of Slieve
Donard Resort and Spa which is underneath:
Executive summary: Business plan of Slieve Donard Resort and Spa is all about
Accommodation Package which is developed after understanding needs of customer base
through marklet research. The plan comprises details bout organisational objectives, STP
analysis, SWOT analysis and marketing strategies.
Organisational objectives: The objectives of Slieve Donard Resort and Spa are as
follows;
 To increase customer base by 15% by offering Accommodation Package till 2021.
 To increase sales as well as profit by 10% by the ned of 2020.
 To cut time scales reps spend along with non sales tasks by 2020.
SWOT analysis: In context to location of Slieve Donard Resort and Spa, the SWOT
Analysis is as follows:
Strengths:
 Slieve Donard Resort and Spa have
expertise in operating in UK and
achieving success. The resort is
popularise in the location of Newcastle
of United Kingdom.
 Mountains of Mourne are at doorstep of
the place and gives fantastic climbings
together with walking experiences to
customers.
Weaknesses:
 The location at which the resort is
established have unattractive
surrounding that needs huge
requirements of investment to make it
eye catching (Séraphin, Cappucci and
Gowreesunkar, 2020).
 Inventory of Slieve Donard Resort and
Spa are high against its rivals. It results
in raising high capital for meeting
customers changing demands.
Opportunities:
 Manager of Slieve Donard Resort and
Spa have opportunity to diversify in
other location with unique attractive
package.
 To develop the nearby places as well as
making it clean to impress larger
Threats:
 Developing surrounding of the location
costs too much that is major threat for
place of Slieve Donard Resort and Spa.
 Changing preferences of travellers for
the particular place is another threat for
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traveller size. location of the resort.
STP Analysis: It is grouping the market into segments that have similar characteristics
and then target suitable one for product promotion (Cheer and Lew, 2017). the STP of Slieve
Donard Resort and Spa for the Accommodation Package is as follows:
 Segmentation: The criteria used by manager of Slieve Donard Resort and Spa to segment
entire customer base is behavioural and demographic segmentation. With this, the
manager is able to group the customers for the proposed resort package.
 Targetting: In context to Slieve Donard Resort and Spa, selected target customers are the
travellers which have huge values to travel, are between age group of 20 years to 50 years
and have high earnings.
 Promotion: To promote Accommodation Package, manager of Slieve Donard Resort and
Spa will use social media platform, bill boards, Search Engine Optimisation, Email
marketing and advertisement.
Pricing strategies: A company have end numbers of alternatives to set prices for its
offerings (Engeset, Hull and Velvin, 2016). In case with Accommodation Package of Slieve
Donard Resort and Spa, penetrating price is best option. It is said to the strategy wherein initial
prices are set low for gaining larger market share quickly and enticing customers to make
purchase decision. With this, the resort manager will get its products or service accepted in
market quickly and adopted by larger travellers.
Financial requirement: In context to Slieve Donard Resort and Spa, projected budget
for Accommodation package is underneath:
Evaluation and control: For evaluating and controlling results, manager of Slieve
Donard Resort and Spa could consider KPI types. Internal KPI will help in predicting results of
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methods and tactics used by company. While, external KPI will help in analysing aspects of
performances of another resorts and comparing performances. Both these will be taken into
consideration by manager for controlling deviations in plan and attaining successful results.
TASK 4
P6. Investigating distinct sustainable approaches, initiatives together with practices that are
executed by the organisation
Key principles:
Slieve Donard Resort and Spa is the organisation that have contributed widely in
developing hospitality industry. The management team of the resort hotel have initiated practice
related to Key Principles of destination sustainability as well as competitiveness. Prime emphasis
of the principle was to improve effectiveness together with implications of industrial
sustainability. The management of resort have committed for securing future of the tourism
industry and for this they have set out key principles to sustainable development that are
achieving sustainable economy, using sound science responsible, living with environmental
limits of planet, promoting good governance and ensuring strong society (Williamson and Harris,
2019). With the defined principle, administrators are focusing towards reducing costs together
with boosting destination sustainability via attracting larger tourists.
Initiatives:
The main initiative that is undertaken by manager of Slieve Donard Resort and Spa is
developing infrastructure for tourism. The initiative is to uplift communication centres,
developing roads, adopting technologies and so on to grab attention of citizens and providing
valuable experiences to travellers. Along with this, the resort hotel have also initiated to conserve
natural resources and recycling programs so to look towards opportunities for reducing usage of
paper together with other disposables (Chibili, 2017).
Sustainable approach:
One of the sustainable approach that is implemented by management of Slieve Donard
Resort and Spa is introduction of sustainable practices. The company have undertaken a bid
commitment for diminishing its environmental footprints addition to improving sustainability of
packages and services it offers. The eco friendly initiatives are seen as norms for resort hotel to
look towards wider sustainable services while serving society.
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