What are the sources for operational risk at Palm Bay Hotel? What should Palm Bay Hotel do to limit operational failure?

Description
Read through the Palm Bay Hotel Case Study and answer the following questions:

1. Using the concepts and theories from Block 3, Session 1 and 3, identify the opportunities for innovation in
   running the Palm Bay Hotel. How might Palm Bay Hotel use innovation strategies to create value? (25 marks)
2. What are the sources for operational risk at Palm Bay Hotel? What should Palm Bay Hotel do to limit
   operational failure? (25 marks)
3. One of the ‘fundamental goals’ of relationship marketing is said to be ‘maximising the lifetime value of a
   customer’. How would you describe Palm Bay Hotel’s relationship with its customers? (25 marks)
   The case study requires Harvard referencing within the answers.