Masters In International Tourism And Hotel Management Essay


Discuss about the Masters in International Tourism and Hotel Management.



In the world of business, the need to have entrepreneurial strategies is becoming more important for development. Driven by the urge of entrepreneurship, the approach regarding the strategies evaluates the operational environment for the business and emphasizes the ideas and innovation. 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 the 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 hospitality industry have close associations with an entrepreneurial mind-set that is essential to find new businesses along with rejuvenating the already existing one. Entrepreneurship or creation of new business 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 the 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 as 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 form 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 the gaudy tourists and crowds due to the charm and exotic view. The long stretches of clean and beautiful beach provide the best of activities for the tourists. Building the 3 starred hotel in this tourists 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.

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 establishments of business in the beautiful natural beach are to the extent where the issues regarding the sustainability have been permeating in nearly almost every aspect in the tourism and hospitality industry.

This has been affected by various factors that include the desire of the owners and operators in order 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 regarding the corporate social responsibility programs. The plan of establishing Sunshine resort on the beach of the Burleigh Heads beach also includes the increased regulatory concentrate on the 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 the targets that are widely corporate by nature in order 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 the utility programs regarding the 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 the regarding the initiatives that are focused on customers such as the use of linen and towel reuse programs. As per Chen, the primary motivation factor for establishing the 3 starred resorts is the cost controls countering the rising rates if 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 system 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.

The practice of harvesting rainwater for the irrigation and laundry uses, minimization of the cost of 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 of compact fluorescent bulbs and low flow rates of efficient shower heads. It has been felt that the use of towel or linen reuse tent card 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 the nature keeping the sense of nature lives inside the rooms even (Chen, 2013).

The use of bamboo and fibers that are more environmentally sustainable are going to be used in building the interior of the rooms. The energy system that would be used for lighting and cooking purposes are also going to be based mostly in accordance with the 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, the 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 so as 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 of the staff practices for the reduction of the waste and conservation of resources. Efficiency regarding improved end use would be characterized by the reduction of resources such as electricity and water so as to perform the same end use such as heating, ventilation, air conditioning, lighting, laundry loads, and refrigeration. It can be achieved through the resource recovery systems, technologies that are highly efficient and effective controls (Chen, 2013).

The assessment of the external environment of the Sunshine Resorts, fifty years down the line, can be analysed 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. Is the government would be stable and supporter of the tourism and hospitality industry then there would be huge scope tremendous growth for the resort. There is complete support of 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 for the establishment of Sunshine Resort. The economic factor include 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 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 have the influence on 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 to the resort.

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 the Sunshine Resorts on the Gold Coast beach in Australia can change the ways in which different service would be provided .moreover, the introduction of the connectivity of broadband, the entire commercial world has undergone a change (Kim & Lee, 2017). These technological developments would have impacts on the growth and functioning of the Resort. The advanced system of the 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 an easy access to the tourist attraction point. The location selected for introducing a 3 star resort in 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 live in 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 closed ones. The rating selected for the resort was three stars so that it could cater the needs of the tourists from different financial backgrounds. The basic idea is to make a cosy place where the 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 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 ambience to the tourists, the entire designing of the resort has been planned keeping in mind the various environmental aspects. The cottage-styled huts would be set up using bamboos, 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 cosy 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 which encourage best environmental practices and inspire different sectors to use various resources in a sustainable manner.

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 fishes 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, molluscs, oysters, shrimps, etc. Sea mammals would be excluded from food menu. For vegetarian people, freshly cultivated organic vegetables would be used for preparing their meal (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). A number of games would be included at the bonfire. The people could choose to have dinner with the entire group of the 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 the separate section of beach specially included for this purpose. The main focus of the resort management would be to create an ambience which 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 a number of highly experienced lifeguards who could help the tourists in case of any urgent situation. Since the safe wellbeing and proper experience of the tourists is vital, a number of 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 own swimming equipment. This step would help to reduce the number of accidental cases.

Highlight of the Beach Resort

Since one of the most attractive features of the Burleigh Heads beach for the visiting tourists is its great surfing conditions, our resort would plan and organise different surfing events so that tourists could participate in those contests. The winner 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 a 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.


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 close proximity of the beach and the resort will encourage people to stay in the Sunshine resort. The other factor which will go in favour 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 slight chance to have an adverse impact on the environment.


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