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Establish and evaluate the factors that limit customer service within the hospitality and tourism industry


Due to the global pandemic of Covid-19, tourism establishments were forced to close to comply with Government measures during the lock down in the UK (10 Downing Street 2020).

Many theme parks closed temporarily due to the social distancing measure that were enforced on 23rd March 2020 (GOV.UK 2020a).

During this time there has been much discussion in the tourism industry of how now theme parks will operate the lock down is eased. It is predicted that social distancing measures will still be in place for the long term. GOV.UK (2020b) guidelines have been issued to industry of how they can operate although with tourism being a predominantly social industry, it creates major challenges of how to create a customer experience whilst still abiding by these regulations.

A service blueprint is a diagram that visualises the relationships between different service components. They can be a particularly useful tool for outlining the customer experience. A blueprint will describe the critical service steps objectively and depict them so that employees, customers and managers alike know what the service is, can see their role in its delivery, and understand all the steps and flows involved in the service process. Careful analysis of each contact point in the blueprint will reveal where problems might occur so they can be anticipated and avoided (Hudson and Hudson, 2017).

Alton Towers Resort has been a world-renowned haven of fun and adventure for almost 200 years! The castle-like structure in the heart of the theme park isn`t fake and isn`t a castle - It`s 100% authentic and was once the stately home of a wealthy family.

According to Merlin Entertainments (2020), Alton Towers opened as a theme park on 4th April 1980. The theme park has been open each summer season for almost 40 years!

Inspired by Disneyland, the modern park was designed to be home to multiple, other-worldly spaces, grounded in English Heritage. The theme park opening at Alton Towers included the Corkscrew - Britain’s first double loop rollercoaster - plus the Pirate Ship, Cine 2000, and the Wildlife Museum.

Alton Towers Resort is part of the Merlin Entertainments family. Merlin are “serious about fun” and dedicated to creating unforgettable experiences.


As the lock down measures are easing, you have been hired as a consultant by the Management Team to develop a service blueprint to demonstrate how the Covid-19 Government measures such as social distancing can be implemented at the theme park. Through doing this you must still ensure the theme park can deliver the exceptional service it is renowned for.

The service blueprint will be done in a management report layout and should include the following areas:

  • Executive Summary (not included in the wordcount)
  • Table of Contents (not included in the wordcount)
  • Introduction – 350 words
    • Main Body – please use appropriate headings (do not head it up main body) – 2000 words
    • Blueprint diagram specific for DUKES LONDON to be placed in the main body
    • Conclusion and Recommendations – 400 words
    • List of References (not included in word count)


Criteria being assessed


Knowledge and Understanding

Establish and evaluate the factors that limit customer service within the hospitality and tourism industry.


Knowledge and Understanding

Explore different customer behaviours and how to match the service delivery to those expectations.


Intellectual, practical, affective and transferrable skills

Evaluate the benefits and opportunities derived from exceeding customer expectations to an organisation’s success.


Knowledge and Understanding

Ability to demonstrate Harvard referencing, a bibliography and effective communication.


Points to Consider:


Using secondary research, put your report in to context using Alton Towers as your case study. (350 words)

Introduction outline:

  • Overview of Alton Towers
    • Examine the demographic profile of Alton Towers customers (include a definition of a demographic profile)
    • Examine the global consumer trends that Alton Towers leverage (include a definition of a consumer trend)
    • Based on your research, describe the likely expectations of a typical Alton Towers customer

Main Body

Based on evidence from your secondary research, create a service blueprint to depict the journey of an Alton Towers customer for their arrival at the theme park, going on one of the rides and purchasing a souvenir.

Using the blueprint, identify where the social distancing measures will have to be incorporated. (2000 words)

Main Body outline:

  • Examine an Alton Towers customer’s service journey for arrival at the theme park, going on a ride and purchasing a souvenir
  • Describe the physical evidence of the service journey
  • Identify the “On Stage” interactions (touchpoints) with team members
  • Identify the “Back Stage” interactions
  • Identify the support processes
    • Apply the knowledge to a service blueprint diagram and include customer emotions, the line of interaction, the line of visibility and the line of internal interaction
    • Identify where the social distancing measures are implemented 

Conclusion and Recommendations

Conclude and make recommendations on how to implement social distancing measures at Alton Towers ensuring exceptional customer service delivery is maintained. (400 words)

Conclusion and Recommendations outline: 

  • Outline the consequences of social distancing measures in relation to timings, metrics and regulations.
    • Recommendations on how to implement social distancing measures at Alton Towers looking at best practice guidance.

Harvard referencing, bibliography and effective communication

Reading List

10 Downing Street (2020) United Kingdom Prime Minister Boris Johnson gies an important update on coronavirus 23/3/2020. [Online] 23 March. Available at: https://www.youtube.com/watch?v=jK8vjgVlc8A [Access date 28 April 2020]

Gibbons, S., (2017). Service Blueprints: Definition. [online] 27 August. Available at:

<https://www.nngroup.com/articles/service-blueprints-definition/> [Accessed 30 July 2019].

Gov.UK (2020a) Staying at home and away from others (social distancing) [Online] 29 March. Available at: https://www.gov.uk/government/publications/full-guidance-on-staying-at- home-and-away-from-others/full-guidance-on-staying-at-home-and-away-from-others [Access date 28 April 2020]

Gov. UK (2020b) Social distancing in the workplace during coronavirus (COVID-19): Sector Guidance [Online] 7 April. Available at https://www.gov.uk/guidance/social-distancing-in-the- workplace-during-coronavirus-covid-19-sector-guidance. [Access date 28 April 2020]

Hudson, S. and Hudson, L., (2017). Customer Service for Hospitality and Tourism. Oxfordshire: Goodfellow Publishers Ltd.

Merlin Entertainments (2020) About Alton Towers. [Online 2020] Available at: https://www.altontowers.com/ [Access date 26 June 2020]

Or, M (2016) Star Quality Experience: The Hotelier’s Guide to Creating Memorable Guest Journeys. Great Britain, Rethink Press

UKHospitality (2020) Covid-19 Secure advice and risk assessments for hospitality businesses. [Online 25 June 2020] Available at: https://www.ukhospitality.org.uk/page/UKHospitalityGuidanceforHospitality [Access date 26 June 2020]

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