Exploring Strategy

The origin of resorts can be traced back to the second century B.C. with Rome’s public baths. “The concept spread throughout Europe in the wake of their conquering legions. From the simple origins of public baths and restorative mineral springs…” (Prideaux B 2009). These baths were much like resorts of today because of all the amenities offered at their location.

Few years later, the traditional resort model had big changes to serve a singular purpose. Besides that, others want a resort to improve health and well-being, or require beautiful surroundings and the highest quality of food, entertainment and service (McElyea and Cory 2008). Of course, consumer expectations had moved to dramatically, thanks to a new type of resort had entered to the marketplace – mega resorts or fantasy resort to satisfy the consumer’s demand.

Instead of just targeting at the individual leisure traveller with a single hotel, nowadays, the developers will expand the resort market to attract corporate of business and group of every kind by combining recreational and meeting facilities. It builds up a new modern of resort call an integrated resort complex, the definition of integrated resort is defined as “a multi-billion dollar multi-dimensional resort that includes a casino that takes up no more than 10% of the resort’s public floor space, but where the casino operators generates at least US$300 million in gaming revenues” (MacDonlad and Eadington 2008, p.5-6), where several hotels and ancillary functions support the prime function and differentiator (Prideaux 2009, p.11). This is a combine resort with a “mixed up concept” like hotels, restaurants, convention centre, theme park, spas, shopping malls, exhibition buildings, sports, and dinner theatres… (Wong and Goldblum 2008). This concept will bring to their country many economic benefits and satisfy the demand of consumers, that’s why many integrated resorts are operated as touristic enclaves focusing on sand, sun, sea resort

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