HA401 : The
Class : History
: Resort Development : Resort Destinations
Resort Destinations
Resorts are found in a wide range of locations
offering a wide range of climates, geography, cultures, activities and experiences.
These are called resort "destinations". Prospective resort travelers,
whether pleasure or group, must choose what resort destination to visit that will
best satisfy their needs or expectations. For example, a traveler wanted warm
dry weather would look for a resort in a "Southwest Desert" destination
such as Phoenix, Tucson, or Palm Springs. Once the destination is chosen, then
they can select the type of resort within that destination that would satisfy
their needs and expectations.
Major elements that define a resort destination are discussed below
LOCATION
Perhaps the most important element of a resort destination is its location.
Most types of resorts can be found in most destinations around the world. Some
of the factors in choosing a resort location are as follows:
- A developed or undeveloped part of the world. Guests can choose between
a remote location with fewer conveniences but great beaches, culture and activities,
or a close location with all the modern conveniences and also experience great
beaches, culture and activities. An example is choosing between Bora Bora
in the South Pacific and Miami Beach, Florida.
- Proximity to major populations. Guests might want the convenience
of a short drive or airplane ride, particularly if their stay is going to
be a short one. An example is Palm Springs what is 2 _ hours from the major
population centers of Los Angeles and San Diego.
- Proximity to wealth. Resorts guests generally have adequate financial
resources to enjoy all the amenities, activities and recreation offered by
resorts. Resorts that are located close to wealthy or highly developed cities
benefit because of their ease of access to these cities. Palm Springs and
Las Vegas being close to Southern California are examples.
- Ease and cost of transportation. Resorts are developed in areas where
there are several means of transportation that are available at affordable
costs. The quality of highways and the number of airlines and their frequency
of flights are important factors in choosing resort destinations.
WEATHER
Weather is another key element in defining a resort destination. Resort travelers
want to get away from cold winter weather and be able to enjoy a warm, moderate
climate and be able to relax and enjoy the many recreational and cultural activities
offered at resorts.
- Seasonality. Weather at resorts is defined by seasonality. High season
with the best weather, low season the worst weather, and shoulder seasons
that are the transition between the high and low. Resorts are the busiest
in high season and command high rates for their rooms and activities. The
opposite is true for the low season.
- Warm or cold climate. Winter is most often the high season. For warm
weather resort destinations, winter is the time of moderate temperatures and
plenty of sunshine that is a welcome relief for guests from cold weather locations.
It is also the prime ski season for the winter sports guests.
- Desert, beach, tropical, mountains or hot springs. These different
resort destinations offer a different weather experience for guests. The vegetation
and setting is also different offering different experiences and activities.
- Rainfall. The amount of rain and the time of year that it falls are
important elements when considering a resort destination. A resort guest that
wants to experience the lush plant life in its natural setting will probably
not mind a rainy day. However the golfer or beach lover will not be happy
if rain prevents them from enjoying their golf or beach.
- Sunshine. The number of sunny days is important because that is an
indicator of how often you will be able to enjoy your resort destination.
Chances are if the sun is shining, you will be able to participate in most
resort activities.
GEOGRAPHY
Geography can be the main reason to visit a resort destination. The Great
Barrier Reef in Australia and the Cayman Islands in the Caribbean are noted
for their superb scuba diving and snorkeling. Hawaii is noted for several volcanoes
that provide unique hiking and exploration. Geography most often is an added
highlight to an attractive resort destination.
- Leisure activities. Perhaps the best example are the many beaches
that provide guests the opportunity to relax and enjoy the water, sunshine
and looking for sea shells.
- Challenging activities. River running, mountain hiking, parasailing,
and scuba diving are examples of more challenging activities that rely on
the geography to provide guests with unique and challenging activities.
- Unique activities. Historical ruins, cultural festivals, and unusual
plant or animal life offer resort guests different and one of a kind experiences.
CULTURE AND HISTORY
The world offers a countless variety of cultural and historical experiences
for resort travelers. These events can be the main purpose of visiting a resort
destination or merely another activity to experience while vacationing.
- Anthropology and ruins of ancient civilizations. These activities
offer guests the opportunity to go back in time and view or experience life
in another time. This can include genealogy and ancestry research and activities.
- Festivals and ceremonies. As part of the resort experience, many
destinations provide access to traditional festivals and ceremonies that define
their culture and history. Sometimes these events are provided for the guests
experience and scheduled for their convenience. The Polynesian Cultural Center
in Hawaii is an example of providing cultural events for guests. Other times,
resort guests need to schedule their visit to coincide with the festival.
Carnival in Rio is an example of a one time a year event.
MARKET SEGMENTS
Resort destinations are also defined by market segments. What are the demographics
and expectations of the guests visiting a specific destinations.
- Business, convention or pleasure. What is the nature of the trip
to the resort destination?
- Adults, singles, family or retirees. Who is going to a resort destination
and what are their expectations and the activities that they would like to
participate in?
- International or national. Where are they coming from and what language
will they speak?
- Income levels. Will they be on a budget or fee wheeling it? What
levels of service and activities are they used to experiencing?
- Age. Will they be young or old, active or inactive?
INTERNATIONAL
Resort travelers that are leaving their home country face new experiences
when traveling to international resort destinations. They have many choices
and are looking for new adventures and new places.
- Continent. Which continent offers the type of experience desired
by the guest. The African continent offers many adventure and cultural opportunities.
The North American continent offers perhaps the widest range of resort alternatives.
- Language. Will language be an interesting challenge and experience
or just another barrier?
- Transportation alternatives. Will the traditional modes of transportation
be available or will the resort traveler experience new and different modes
of transportation to reach their resort destination. Once there, how do they
get around the destination to experience all the features of a resort. If
you go to Bermuda, plan on riding motorbikes on a different side of the street
or taking a cab.
- Transportation distance. Is the resort traveler prepared to go long
distances to enjoy their resort destination. It is very different taking a
non stop flight for 10 hours than taking several flights with connections
on small prop planes and then taking a boat to get to your final resort destination.
- Transportation restrictions. Are you prepared to not be able to drive
and use traditional or backward means of transportation?
- Wealth and economic conditions. Many international resort destinations
involve traveling through very poor areas of a city or country. This can be
a very uncomfortable situation as you see disease, poverty, crime and destitution.
Then you arrive at your resort with all its luxury and features. How will
you feel? Will it affect your vacation?
REPUTATION
Some resort destinations benefit from having a reputation for unique activities,
weather, festivals or ceremonies. Or they may have reputations for outstanding
services or features. It can be difficult for new resorts to compete with
established resorts with outstanding reputations. However, resorts with these
reputations must live up to them on a daily basis.
- Old or new? Sometimes a new resort provides outstanding service and
experiences from the start and has an immediate reputation. Established resorts
can have a long standing reputation for quality or value.
- Market segments .Some resorts have an outstanding reputation for
a particular market segment and don’t seek or are not appealing to other
market segments. A retired couple probably would not do well at Club Med.
- Natural attractions. Is the reputation based on a natural attraction?
- Cultural and historical activities. Is the reputation based on cultural
festivals and ceremonies?
- Major hospitality companies. Is the reputation based on a well known
international company that consistently delivers great service and "memorable
experiences."
- Range of activities. Is the reputation based on a range of many cultural
or recreational activities.
In summary, a resort destination can be many things. But each destination
is defined by the above elements that determine what kind of activities and
experiences it offers its guests. The competitive advantages of a resort destination
are always featured and marketed to attract both group and pleasure guests.
How well they do that is very important as resort travelers decide where their
next "memorable experience" will take place.
RESORT DESTINATION PROJECT - 50 POINTS
Assignment - This will be a 5-6 page written report double
spaced with at least two exhibits. It should improve on your first resort comparison
report in terms of more detail, comparisons and organization. Choose a resort
different from any that you have written about so far in the class and write
your paper on the DESTINATION where your resort is locatred.
Do not use any resort that you have previously written
about or that you have personally visited. Pick a new resort in a destination
that you are interested in to expand your knowledge of resorts.
Purpose - The purpose of this report is to develop an understanding
of destinations and their importance in the resort market.
You should obtain detailed information about your destination and how that destination
competes in the global market for resort group and pleasure business.
Content - Your report should include the following: 1. Description
of your destination, 2. Competitive advantaages of your destination, 3. Main
competition for your destination including brief description, 4. Major resorts
located in your destination (can be independent or chain affiliated), 5. Exhibits
at (least 2) featuring competitive advantages or demonstrating your destination,
6.Introduction paragraph, content or body of report, and summary paragraph that
tell why the resort and destination that you have chosen would be the best place
to visit.
Example - An example would be to pick Jamaica as a destination
with Montego Bay as your specific destination location. A competitor destination
would be the Bahamas or Bermuda. So compare and contrast the differences listing
and describing the competitive advantages and disadvantages of your destination
with the competition. An example of an exhibit would be the average daily hi
and lo temperatures or a list of all the activities or natural wonders to visit.
It always helps your presentation and grade to put some pictures in your report.
You can create your owon exhibit (list) or cut and paste from a web site. Another
example would be to compare Phoenix as a destination with Palm Springs as a
competition destination. Again list the advantages and disadvantages with appropriate
exhibits. Compae Mexico with Hawaii. On this one you would have to pick a specific
city or island to report on as these are both large destinations. For example
compare Cancun with Maui. Refer to the information in the Destinatin Readings
to provide specifics and areas to cover in your report.
The next part of your assignment is to choose a specific resort in your destination
to talk about. For example talk about the Maui Hyatt or Marriott as great resorts
to bring your group meeting to or to come with your family on a pleasure visit.
Most of the information should be about your destination and then mention a
specific resort.
Grading - The paper is worth 50 points and that will include
10 points for your exhibits and the rest on the information and organization
of your report. The written report should contain all the relevant information
so that the reader will get a good understanding of your destination. The exhibits
should be creative, informational, and give some good information on your destination.
If you have any questions, please email me and I will get back to you. I hope
you enjoy this assignment.
Once you have completed this module you should:
Go on to Assignment 1:
Resort Reservation Research Project
or
Go back to Topic 1: Resort
Development
E-mail Lloyd Shelton at Lloyd.Shelton@nau.edu
or call (928) 527-7518
