Masters in International Tourism and Hotel Management

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Organizational Strategy


In the world of business, the need to have entrepreneurial strategies is becoming more important for development. As per Baladacchino, the tourism and hospitality industry has been under various changes in the last decade. There are prevalent competitive pressures, patterns of consumption, frequent changes in the preferences of the consumers, advances in technology, discounting in the price, new and innovative distribution channels, and consolidation (Baladacchino, 2013). However, there are few changes in the landscape of business. Innovation has been ruling the tourism and hospitality industry as a way to deal with these and other alterations in the industry (Ballantyne & Packer, 2013). Innovation and tourism and the hospitality industry have close associations with an entrepreneurial mindset that is essential to find new businesses along with rejuvenating the already existing ones. Entrepreneurship or the creation of new businesses in the tourism and hospitality industry is not as easy as the tourism and hospitality industry makes the customers feel.


Hospitality which describes the relationship between the host and the guest including the practice or act of being hospitable has been an encouraging drive for building a resort as an initiative in the tourism and hospitality industry.  There has been a plan for building a 3 starred resort along the exotic beach of Burleigh Heads Beach, Gold Coast in Australia.  The resort would be named Sunshine Resorts which would be having 50 rooms with a sophisticated yet close-to-nature ambiance.

The plan of building the 3 starred resorts along the exotic beach of Gold Coast is very much feasible from the business perception. Burleigh Heads Beach in the Gold Coast is one of the contenders in the best beach category which is already a tourist attraction. As per Birdir, et al, the Gold Coast beach has been attracting gaudy tourists and crowds due to its charm and exotic view. The long stretches of clean and beautiful beaches provide the best activities for tourists. Building the 3 starred hotel in this tourist attraction place would be enhanced by the scope for outstanding conditions for surfing and other water sports activities along with winding walking tracks in the Burleigh Heads Beach of Gold Coast (Birdir, et al., 2013). The establishment of the 3 starred resorts in this beautiful and exotic beach area along a major highway would be highly beneficial in the longer term.

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Investing in building Sunshine Resorts would also include the environmental and social impacts of the operations and development of the tourism and hospitality business.  The environmental and social impacts of the establishment of business on the beautiful natural beach are to the extent where the issues regarding sustainability have been permeating in nearly almost every aspect of the tourism and hospitality industry.

This has been affected by various factors that include the desire of the owners and operators to reduce the costs of operation, influencing the attitude of the investor towards the environment (Birdir, et al., 2013). This also has the coinciding with the emergence of corporate social responsibility programs. The plan of establishing Sunshine Resort on the beach of Burleigh Heads Beach also includes the increased regulatory concentration on facility development and operations and a basic shift towards the pattern of sustainability.

Environmental Movement

The environmental movement is not an aspect to be ignored while planning for building a 3 starred resort by the side of an exotic beach.  There is a need to adopt environmental programs including targets that are widely corporate by nature to reduce the usage of energy, generation of waste, use of water, and more recently the emissions of greenhouse gas (Chen, 2013).

The fact that the state, federal, and utility programs regarding resource efficiency target the hotels and various other commercial infrastructures for the reduction of consumption of electricity is to be considered while establishing the resort. The strategy for regarding the initiatives that are focused on customers such as the use of linen and towel reuse programs.  As per Chen, the primary motivating factor for establishing the 3 starred resorts is the cost controls countering the rising rates of utility (Chen, 2013). Utilities would account for 5- 10 percent of the total costs of operation for the resort and the environmental management strategies that would be cost-effective can reduce the property-wide consumption up to 20%  without any major investments in the extensive level which would also include up to 65% in the areas that would be targeted. Advances in the use of energy recovery systems would be used mainly for recovering the energy that would be wasted from hot water boilers through the utilization of technology associated with the heat exchanger that would include the collection of condensate from the water chilled systems of air conditioners along with the water recovery systems of the rinse cycle laundry.

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The practice of harvesting rainwater for irrigation and laundry uses, minimization of the cost of the bills water utility, and the chemicals for treating chlorinated and hard water sources would also be included.

According to Chen, the concept of establishing Sunshine Resort would look after the ecological and environmental design that would include no excess of technology. The use of high-quality compact fluorescent bulbs and low flow rates of efficient shower heads.  It has been felt that the use of towel or linen reuse tent cards on the nightstand would enhance the commitment of the management to save the environment and the ecological system of the beach. The entire 3 starred resort would be completely based on the theme that is close to nature keeping the sense of nature living inside the rooms even (Chen, 2013).

The use of bamboo and fibers that are more environmentally sustainable is going to be used in building the interior of the rooms. The energy system that would be used for lighting and cooking purposes is also going to be based mostly on renewable energy resources (Chen, 2013). The target areas for inculcating the ecological and environmental aspects into the design would be the guest rooms, kitchen, corridors, lobby, conference hall, irrigation, etc. This will be accomplished through an audit that would focus on the properties of the facilities,  operations, and equipment in detail. The installation of the sub-meters in high-use areas would be beneficial to evaluate and monitor the effectiveness of the targeted interventions.

The ecological and environmental strategies that would be included in the establishment of Sunshine Resorts are changing staff practices for the reduction of waste and conservation of resources.  Efficiency regarding improved end-use would be characterized by the reduction of resources such as electricity and water to perform the same ends use such as heating, ventilation, air conditioning, lighting, laundry loads, and refrigeration. It can be achieved through resource recovery systems, technologies that are highly efficient and effective controls (Chen, 2013).

The assessment of the external environment of Sunshine Resorts, fifty years down the line, can be analyzed by the PEST analysis effectively. The political factors would include political factors that would influence the ways of alterations in the attitudes and regulatory measures of the current government that would determine the success and development of Sunshine Resorts.  If the government would be stable and supportive of the tourism and hospitality industry then there would be huge scope for tremendous growth for the resort. There is complete support from the Australian government for the tourism and hospitality industry as this industry generates a huge amount of revenue for the country (Chen, 2013).

Thus, the political environment is conducive to the establishment of Sunshine Resort. The economic factor includes the elements such as the prevailing inflation rates, current rates of taxation,  the level of unemployment, the position of the balance of exchange and trade rates,  changes in the availability of finances, and interest rates that would affect the establishment of Sunshine Resorts (Chen, 2013).

The economic environment for building the resort would include the direction and nature of the Australian economy in which the resort would have to compete in the future. The changes regarding the social environment in the lifestyle and values, changing patterns of leisure and work, changing the mix in the religious and ethnic population background, and demographic changes will influence the sustainability of the resort (Kasim, et al., 2014). The growing ethnic, gender, and cultural diversity in the workforce of the resort would create opportunities and challenges for the resort.

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These factors would somehow work to the disadvantage of the establishment of the resort as the frequent changes in the values and lifestyle of the customers would show a declining trend that has the potential of affecting the resort adversely. The technological factors that would impact the establishment of Sunshine Resorts on the Gold Coast beach in Australia can change how different services would be provided .moreover, with the introduction of connectivity of broadband, the entire commercial world has changed (Kim & Lee, 2017). These technological developments would have impacts on the growth and functioning of the Resort. The advanced system of supply chain management, management of customer relations, and enterprise resource planning would contribute to the systematic enlargement and expansion of the Sunshine Resort.

Resort location

The idea to start a new and unique hotel has opened the doorway to many challenging and interesting models which would mainly serve as a tourist accommodation place and provide the visitors easy access to the tourist attraction point. The location selected for introducing a 3-star resort in the Australian continent is Burleigh Heads Beach, Gold Coast. The beautiful and mesmerizing beach area serves as an attractive and highly popular destination for the masses. It combines stunning scenery, exceptional surfing conditions, and various winding walk tracks along with the entire beach package. The tropical sands of the beach which seem untouched would complement our resort idea which would come alive in the future (Kim & Lee, 2017).


As per Kim & Lee, the basic idea behind introducing a resort near a beach is to make the tourists enjoy the beautiful and sublime location and have a delightful experience with their close ones. The rating selected for the resort was three stars so that it could cater to the needs of tourists from different financial backgrounds. The basic idea is to make a cozy place where tourists can feel the warmth of their home (Kim & Lee, 2017). Approximately forty to fifty rooms would be there in the resort which would adopt a great laid-back cottage-style pattern of accommodation. An earthy concept has been selected for the resort so that the tourists could feel one with nature.  In almost 50 years most people would have forgotten the meaning of serenity, so this location will act as a medium where an individual can reconnect with oneself. The current name thought for the project is “Sunshine Resorts”.

Environmental Implications of Resort Design

Since the basic ideology of establishing the Sunshine Resort is to provide a wholesome and natural ambiance to the tourists, the entire design of the resort has been planned keeping in mind the various environmental aspects. The cottage-styled huts would be set up using bamboo, the cabins would be made up of wood and the interiors would be including different kinds of inspirational hand-made art forms. Mostly renewable sources of energy would be used as per the concept of our resort design (Peng, et al., 2015).

This very concept is the reason behind the sensible fee strategy. The cozy and adorable cottages would be having open breezeways so that they would have a bright interior. As the name of the resort suggests, there would be sunshine all the time throughout a sunny day. The design has been planned and formulated keeping in mind the Australian policies that encourage best environmental practices and inspire different sectors to use various resources sustainably.

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Food and Entertainment Factor

The resort would introduce a fresh and live food concept. According to the needs and demands of the tourists, freshly caught sea fish and shellfish would be used for the preparation of exotic and authentic seafood cuisine. Various edible aquatic lives would be included in the menu of Sunshine Resort including fish, prawns, crabs, mollusks, oysters, shrimps, etc. Sea mammals would be excluded from the food menu. For vegetarian people, freshly cultivated organic vegetables would be used for preparing their meals (Peng, et al., 2015).

To enhance the entertainment factor at the resort, there would be a bonfire every night with the necessary arrangements of music, snacks, and cocktails. This event would help the tourists to gel with each other and increase their networking skills (Peng, et al., 2015). Several games would be included at the bonfire. The people could choose to have dinner with the entire group of tourists living in our resort on the dining section of the beach or they could also opt to have a meal with their close family and friends in a separate section of the beach specially included for this purpose. The main focus of the resort management would be to create an ambiance that would be both fun and soothing for the tourists.

Safety measures

According to Peng, et al, beaches are places where there are high chances of mishaps and accidents. Necessary safety measures would be adopted by the resort staff by including several highly experienced lifeguards who could help the tourists in case of any urgent situation. Since the safe well-being and proper experience of the tourists is vital, several warning signs would be introduced in different sections of the Burleigh Heads beach so that the tourists would get an idea about its depth at different points (Peng, et al., 2015). Various swimming equipment would be provided to the tourists if they didn’t have access to their swimming equipment. This step would help to reduce the number of accidental cases.

The highlight of the Beach resort

Since one of the most attractive features of the Burleigh Heads beach for visiting tourists is its great surfing conditions, our resort would plan and organize different surfing events so that tourists could participate in those contests. The winner of the event would be offered a free stay in our Sunshine Resort for three days and four nights (Peng, et al., 2015). Such events would help the resort to earn strong goodwill among the tourist section coming from different parts of the globe. This strategy would help our hospitality business in the long run and help in creating a strong brand.

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The 3-star resort idea that has been initiated in our mind can come into existence in the future. Since the underlying concept is to provide an enriching and delightful experience to the tourists, there is high scope for this plan to be a success. The other factor which will go in favor of our resort is the reasonable price that will be charged to the visitors. The unique and creative idea of engagement and enjoyment among the people staying in the resort will give a unique advantage to our concept. Since the model that will be adopted to establish the resort will be purely based on different kinds of renewable sources of energy, there is not even a slight chance to hurt the environment.


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