AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS OF FOOD AND BEVERAGE DEPARTMENT TO ATTRACTING CUSTOMERS AT RISEMOUNT PREMIER RESORT

FACULTY OF ENGLISHGRADUATION PAPER TRAN LE THAO QUYEN Major : English for Tourism AND BEVERAGE DEPARTMENT TO ATTRACTING CUSTOMERS AT RISEMOUNT PREMIER RESORT... LIST OF FIGURESFigure 2.3

FACULTY OF ENGLISH

GRADUATION PAPER

TRAN LE THAO QUYEN

FACULTY OF ENGLISH

GRADUATION PAPER

TRAN LE THAO QUYEN

Major : English for Tourism

AND BEVERAGE DEPARTMENT TO

ATTRACTING CUSTOMERS AT RISEMOUNT

PREMIER RESORT

Second, I would like to show my thanks to the school's leaders and teachersfrom Duy Tan University's Department of English for their unwaveringsupport and excellent learning conditions over the years.

Next is my sincere thanks to the Risemount Premier Resort internship unit forfacilitating and providing data for me to complete the paper

In addition, it is equally important that I am truly grateful to my family andfriends who encouraged and motivated me during this important time

And finally, I just want to thank myself for being and working hard every dayand every hour during the completion of my graduation paper and for notgiving up The last thing, I wish you all good health and happiness

Yours sincerely!

This graduate paper is used in the restaurant and hotel industry It was created

in order to highlight the current situation, as well as the positive challengesthat companies face Since then, I’ve been providing solutions for RisemountPremier Resort’s F&B department to attract customers This graduate paperhas taught me about the benefits and drawbacks that companies face At thesame time, devise effective customer-attraction visitors

F&B : Food and Beverage

OTA : Online Travel Agency

SWOT : Strengths, Weaknesses, Opportunities, Threats

HR : Human resourses

FO : Front office

HK : House keeping

LIST OF TABLES

Table 3.1: Kind of room and capacity 31

Table 3.2: Space at F&B Department 32

Table 3.3: The size of Hall 35

Table 4.1: Human resource of F&B department 43

Table 4.2.1: The number of visitors to the restaurant in the period of 2018-2020 44

Table 4.2.2: The result of F&B Department business in 2018– 2020 period 45

Table 4.3: The result of Resort business in 2018 – 2020 period 47

LIST OF FIGURES

Figure 2.3: The diagram of consumer behavior patterns 19

Figure 3.1: The diagram of Risemount Premier Resort organization chart 27

Figure 3.2: The diagram of Restaurant organization structure 37

Figure 3.3: The diagram of Restaurant service process at Risemount Premier resort 39

Figure 4.1.1: The diagram of the object of customers 41

Figure 4.1.2: The diagram of Kind of customers using restaurant services 42

TABLE OF CONTENTS

ACKNOWLEDGEMENT i

STATEMENT OF AUTHORSHIP ii

ABSTRACT iii

ABBREVIATIONS iv

LIST OF TABLES v

LIST OF FIGURES vi

TABLE OF CONTENTS vii

CHAPTER 1 : INTRODUCTION 1

1 Rationale 1

2 Aims and Objectives 2

2.1 Aims 2

2.2 Objectives 3

3 Scope of the Study 3

4 Method of the Study 3

5 Organization of the Study 3

CHAPTER 2 : THEORETICAL BACKGROUND 5

2.1 Resort 5

2.1.1 Definition of Resort 5

2.1.2 Classification of Resort 5

2.1.3 Feature of the resort 8

2.1.4 Potential customers of the resort 10

2.2.1 The concept of restaurant 11

2.2.2 Classification of restaurant 12

2.2.3 Features of restaurant in the resort 14

2.2.4 The role of restaurant in the resort 14

2.2.5 Function of the restaurant in the Resort 15

2.3.1 Definition, classification, consumer features of the customers 15

2.3.1.1 Definition of customer 15

2.3.1.2 Classification of customer 16

2.3.1.3 Consumer behavior of customers 18

CHAPTER 3 : CASE DESCRIPTION 21

3.1 Risemount premier resort 21

3.1.1 History and development of the Vicoland group 21

3.1.2 History and development of the Risemount brand chain 22

3.1.3 History and development of the Risemount Premier Resort 23

3.1.4 Organization chart of Risemount Premier Resort 27

3.1.5 Functions, duties, services provided by Risemount Premier Resort 28

3.1.6 Room amenities 30

3.2 F&B department at Risemount Premier Resort 31

3.2.1 General information of F&B department at Risemount Premier Resort 31

3.2.2 Space at F&B Department 32

3.2.3 Organizational structure in restaurant 37

3.2.4 Restaurant products and services 38

3.3 The process of Service of Restaurant at Risemount Premier resort 38

CHAPTER 4 : ANALYSIS AND EVALUATION 40

4.1 Current status of business activities of Risemount Premier Resort (2019-2020) 40

4.1.1 Source of Customers 40

4.1.2 Human resource of F&B department 43

4.3 Analysis of revenue and number of tourist at Risemount Premier Resort Da Nang in 2018-2020 period 46

4.4 Analysis of solutions attracting customers at Risemount Premier Resort 47

4.4.1 Marketing-mix system 47

4.4.2 Position products in the target market 49

4.4.3 Marketing strategy in 2018 50

4.4.4 Marketing strategy in 2019 51

4.4.5 Marketing strategy in 2020 52

4.5 Analysis of SWOT of F&B department at Risemount Premier Resort Da Nang 53

4.5.1 Strengths 53

4.5.2 Weaknesses 54

4.5.3 Opportunities 54

4.5.4 Threats 54

4.6 Evaluation of solutions to attracting customers 55

CHAPTER 5 : CONCLUSION AND SUGGESTIONS 57

5.1 Summary of solutions to attracting customers of F&B Department at Risemount Premier

Resort 57

5.2 Suggesstion for F&B Department 58

5.2.1 The marketing strategies 58

5.2.1.1 Combining the discounts program of F&B Department with accommodation services 58

5.2.1.2 Investing more in building brand image 58

5.2.1.3 Optimizing Restaurant Reservations 59

5.2.1.4 Interacting with customers 59

5.2.2 The service quality of F&B department 59

5.3 Conclusion 60

QUESTIONAIRE 61

REFERENCES 66

CHAPTER 1 : INTRODUCTION

1 Rationale

Living in the era of social development, the fields of economy,technology, trade, service,etc all have skyrocketing growth indexes over theyears With such great progress, it is inevitable that the fierce competition ofindustries in general, trade and services in particular is unavoidable Inparticular, the competition between hotels, resorts, and retail locations isshown clearly Indeed, the tourism and service industries are becomingincreasingly important in the economy's structure, contributing significantly

to national income Over the years, our country's tourism industry has beenseeing a significant increase in technological facilities to serve visitors in allregions of the country, as evidenced by the appearance of shops, a collection

of hotels, motels, tourism trade villages, and other facilities In order tosucceed in the highly competitive tourism market, companies must providesolutions for service quality, as well as strategies to attract and satisfycustomers

Tourists come here to enjoy the culinary culture of the places they travelthrough as well as the landscapes and cultural arts of each city As the countrygrows, tourist demand has risen dramatically in terms of lodging, dining, andentertainment The new trend is "healthy food, beautiful clothing" rather than

"dress well and warm." As a result, dining out at restaurants would take theplace of home meals Customers may enjoy a variety of delectable anddiverse dishes in these establishments, which provide a polite, luxurious, andrelaxing environment for special occasions such as weddings, meetings, orsocial activities with friends and colleagues As a result of the abovedevelopments, many accommodation companies have extended their

operations to include the culinary industry, growing revenue and diversifyingtheir products and services

Da Nang is one of the big cities in the central region, known as the living city of Vietnam In addition, Danang is the city with the most potentialfor tourism development in the country This place concentrates on uniquenatural landscape resources with cultural landscapes Diverse cuisine is alsoone of the attractions for tourists to this beautiful land Resort hotels arebecoming increasingly competitive as a result of this feature RisemountPremier Resort is a five-star resort in Da Nang noted for its exclusivearchitecture and prime location Not only that, but it also has a lot ofexperience in the restaurant business, contributing greatly to the Resort'srevenue It can be seen as the strength and development priority of RisemountPremier Resort in the present and in the future

worth-Therefore, pointing out the real status of resorts is an extremely importantstep from which to find solutions and strategies to attract customers,especially within the past year due to the effects of the epidemic Covid-19 sofinding a solution is really necessary for the business For that reason, I wouldlike to choose this topic

2 Aims and Objectives

2.1 Aims

This project aims to study the current situation of tourists coming toresorts at Risemount Premier Resort, specifically the F&B department,including the proportion of tourists in recent years In addition, theinvestigation also pointed out some strengths and weaknesses of the F&Bdepartment at Risemount Premier Resort Then offer solutions and strategies

to promote and attract the number of visitors to the resort

2.2 Objectives

This study is aimed at:

- Detailing investigation of the entire current status of F&Bdepartment at Risemount Premier Resort

- Pointing out the strengths and weaknesses in serviec’s quality

- Proposing some strategies to attract customers for F&Bdepartment

3 Scope of the Study

This study will reveal the entire situation of the F&B departments atRisemount Premier Resort after a period of internship and study As a result,the emphasis will be on developing strategies to draw visitors to thedepartment during periods of economic hardship caused by the Covid-19epidemic

4 Method of the Study

To do this research I have spent a long time creating it This study uses acombination of research methods To begin, I used searching methods tocollect data from various sources such as the internet, books, and research-related projects Second, list descriptions of relevant information are given bythe actual survey process Finally, I use analytical methods to clarify theproblem and recommend attraction strategies

5 Organization of the Study

The case study consists of five chapters :

 Chapter 1 is mainly concerned with aims, objectives, the scope of thestudy, method of the study, and organization of the study

 Chapter 2 present the theoretical background on tourists and hotel

 Chapter 3 describes this case study in general and detail such asorganizational structure, operational status of research object.

 Chapter 4 focuses on analytical research and the evaluation of researchobjects Indicates the strengths and weaknesses of the FB department Thenpropose solutions to attract tourists

 Chapter 5 summarizes the analysis and provides recommendations forthe FB department at Risemount Premier Resort At the same time, it wassuggested to enhance the foreign language department's advanced learningand conclusion

CHAPTER 2 : THEORETICAL BACKGROUND

2.1 Resort

2.1.1 Definition of Resort

The resort is any place or places with a pleasant environment and atmosphereconducive to comfort, healthful relaxation and rest, offering food, sleepingaccommodation and recreational facilities to the public for a fee (definitionper DOT Rules on Accreditation)

Based on information from resort executives and experts, the following is anappropriate definition for the term resort as it relates to lodging:

A resort is a full-service hotel establishment that requires access to orprovides a variety of attractions and entertainment facilities in order toemphasize a recreational experience Resorts are the main source of the visitorexperience, often provide corporate or conference facilities, and are oftensituated in vacation-oriented environments

 Classified according to the resort's position in relation to the primarytarget.

We'll look at both destination and non-destination resorts here.Destination resorts are resorts situated in well-known tourist destinationsaround the world, where tourists are drawn to travel thousands of kilometers

Banyan Tree Lang Co, Hue

Sam Tuyen Lam Golf & Resort Da Lat

to arrive and stay in a resort there The average duration of stay isapproximately ten days We can include resorts in well-known beachdestinations such as Morocco, the Maldives, and Phuket, as well as resorts inwell-known ski destinations such as Whistler Blackcomb, Zermatt, and St.Mortiz Non-destination resorts are not well-known tourist destinations andare located about 4 hours from major cities (according to the average speed inthe world, about 400km) In Vietnam, we can think of resorts in Vung Tau,Phan Thiet, Mui Ne, Can Tho compared to HCM city In contrast to Hanoi,Sapa, Ninh Binh, Quang Binh, etc.

 Classified by time of operation

While this is a less common classification, it has been commonly used.Most people think of resorts as hotels that are open all year, but many resortsare only open for a few months, so they are known as Summer Resorts andWinter Resorts

Summer Resort is mostly only popular in the North American marketwhere these resorts are open from National Day of America to Labor Day ofAmerica Winter Resort is popular in famous ski destinations in the world,serving visitors wishing to ski on long winter holidays However, due to theincreasing demand for tourism, as well as perhaps due to the warmingclimate, both types are transformed and become a Year-Round Resort as youknow now You can check out Avoriaz Portes du Soleil Resort in France,which is one of the winter resorts located in the famous Alps, but in thesummer they serve as a summer resort when organizing hiking activities,biking

2.1.3 Feature of the resort

 Large space and close to nature

Most modern resorts are developed near beaches or mountainous areaswith extremely spacious spaces, wide areas with complete garden facilities,swimming pools, entertainment areas, and other offerings to meet the needs oftourists in a peaceful setting Furthermore, the new resort design style is inharmony with nature, creating an airy, spacious, tidy, and beautiful spacewhile maintaining comfort and convenience for visitors Guests will be able

to feel, appreciate, and mingle with nature in the most relaxed and wonderfulway possible

 The unique architecture of Resort

The resort architecture is frequently planned and constructed in longblocks or may include separate individual villas Currently, resort architecture

is expanding and following the direction of building in the style of a storybuilding and separated from one another with the use of a variety of materialssuch as wood, bamboo, and other natural materials, enabling everyone to feelextremely close to nature

Avoriaz Ski Resort, France

The resorts' distinctive architectural space is seen not only in thearrangement of rooms and services, but also in the construction and interiordesign With synchronized architecture, unique and fancy design and layoutconcepts, and a harmonious mix of blocks to stay at as well as popularpopulations such as vacation homes and stunning natural scenery brings itsown specific sign that can only be found in resorts.

 Associated with local characteristics

The design concept combined with the local characteristics to create theattraction for each resort is the distinction and characteristic of the resortmodels Typically, the Topas Ecolodge Resort in Sapa is built to resemble thestilt houses of the Northwestern people, with palm-roof graniteaccommodation houses and evenly decorated furniture Bamboo, rattan,ceramics, and other materials are used

Currently, in Vietnam, with the diversity and cultural diversity of regions,investors have got new and breakthrough ideas for our resort designs.However, no matter how creative or unique you are, you must completelymeet and satisfy the requirements of popularization, which include a need toimmerse yourself in the natural surroundings of resort guests

 Mainly serving well – off customers

Unlike other normal resort types, the resort is known as the mainaccommodation model to cater to tourists with economic conditions and highaffordability for high-end services Since the resort caters to all of acustomer's needs from A to Z, the room rate for a night's stay is also muchhigher than other types of hotels The lowest price for one night at AmanoiNinh Thuan Resort is about 14 million dong, while the highest is nearly 100

million dong This is a very high, opulent price that only those in goodfinancial standing can afford to pay while on holiday.

 The level of service at the resort is up to international standards.The majority of resorts in Vietnam today operate as a joint venture underthe management and control of large multinational companies and businesses,with 100 percent investment, capital commitment, and activity Because ofthe strict and structured management of foreign companies, the resorts'management method and service quality are rated as meeting internationalstandards, with strict and consistent requirements on costumes, how to acceptcustomers, service procedures, and so on

Due to the strict and systematic management of foreign corporations, thestaff at the resorts must also be carefully selected and have high requirements

in appearance and knowledge Professional skills ensure the purpose ofbringing the best quality for all customers to stay and experience

2.1.4 Potential customers of the resort

Successful businessman - the most potential customer of the resortThe resort business model is one of the most expensive hotel-tourismbusiness models As a result, prosperous businessmen who visit the resorts arestill interested and become potential customers Since successful people alsolive a life of enjoyment, they are in good health and choose to live acomfortable and luxurious lifestyle

And now, resorts have become a perfect place for them to fulfill theirdreams, creating a wonderful paradise to help them escape the stresses of life.There are resort activities, entertainment, food services, beauty, and otherservices to help tourists satisfy their full variety of needs

 Customers love traveling and relaxation

Resorts are known for being located in locations far from the city center,with good climatic conditions and a beautiful climate As a result, resorts areregarded as a resort paradise, a place where everybody can enjoy their lives inpeace and comfort For those who love to travel and are passionate aboutrelaxation, this will definitely be a great choice, the most perfect harmony innature, enjoying a vacation, a comfortable and luxurious life, brings aninteresting and unique experience Accordingly, this is one of the potentialclients that these resorts are actually targeting.

Customers are investors

Besides successful businessmen, resort-loving tourists, investors are also avery attractive target for these resorts Benefit is the most important draw inindustry for investors The resort sector becomes a lucrative "bait" that theyare very interested in, particularly in the context of the strong growth of thetourism industry, especially in the real estate segment This is an object inwhich there is a great need to consider the potentials for investing anddelivering high profits to the resort industry

2.2 Restaurant

2.2.1 The concept of restaurant

Restaurant is the place to process and serve dishes and drinks tocustomers on the spot to gain economic profits A restaurant can serve manydifferent types of customers or sometimes only a certain group of customers.The operation form of the restaurant is also extremely diverse with separatethemes, dishes and drinks Restaurants are an important part of the F&Bindustry

Restaurant business is the activities of processing food, selling andserving the consumption of food and beverages and providing other services

to satisfy the eating and entertainment needs of the restaurants of the hotelfor the purpose of profitability.

Classified according to the menu

Based on typical dishes in the cuisine of a country, region and continent todistinguish into different restaurants such as French restaurant, Vietnameserestaurant, Italian restaurant, European restaurant, Asian restaurant, etc This iseasy to see and most commonly used classification

Classified by scale

This type of classification is usually the only relative, sometimes it isdifficult to determine which category the service facility belongs to They areoften divided into :

- The small restaurant is a restaurant with a size of fewer than 50 seats

- The medium restaurant is a restaurant with a size from over 50 seats to

150 seats

- The large restaurant is a restaurant with a size of more than 150 seats

Classified by service quality:

While service quality is a qualitative factor, the quality of service is oftenheavily influenced by the subjective assessments of customers Therefore, thisindicator is just relative

- The affordable restaurant is a restaurant with modest quality, averageprice, and limited service types

- The standard restaurant is a restaurant with a quality meeting certainstandards, types of services, eating and drinking products are relativelydiverse, priced higher than average restaurants, focusing on the averagenumber of customers.

- The luxury restaurant is a type of restaurant with high quality,diversified and diversified types of services, high prices to meet high-classcustomers in society This type of restaurant is often found in high-end hotels

Classified by form of service

- The chosen restaurant is a type of restaurant with a very diverse menuwith many dishes and drinks suitable for the choice of customers, and theservice staff is often relatively skilled

- A Cap-rate restaurant is a type of restaurant that serves pre-orderedmeals Prices and predetermined menus, services are usually groups andgroups

- The self-service restaurant is a type of restaurant where customers canchoose hot and cold dishes and drinks with fixed prices for all types ofcustomers

- The coffee shop with food service is one that serves coffee, snacks,quick-service, usually ready-made food

- Fast food restaurant is a type of restaurant serving the needs of fastfood according to industrial habits, popular in shopping centers and big cities,similar to coffee shops serving food

- Banquet restaurant is a restaurant serving various types of parties such

as summation conferences, weddings, parties, etc

Classified by association

Depending on where the affiliated restaurant operates, we will classifythem into restaurants in hotels, restaurants in shopping malls, chainrestaurants, etc with individual restaurants.

Classified by form of ownership

This is a form of classification that is rarely seen in our country It ismainly for investors, restaurant business expertise used to classify into privaterestaurants, state restaurants, joint venture restaurants, joint-stock restaurants,etc

2.2.3 Features of restaurant in the resort

The restaurant in the resort is a business division serving the needs ofeating and drinking at the hotel, serving mainly: tourists, conference guests,guests staying at the hotel, serving weddings and birthday, party,

Restaurant business products include 2 types:

 Homemade products: self-made by the restaurant

 Goods sold: alcohol, mineral water, confectionery,

The restaurant in the resort serves guests from 6 Am to 24 hours daily,with a service area 24/24h

At the restaurant in the resort, manual workers are mainly but withprofessional qualifications and skills, especially the processing department.The revenue of the restaurant depends on the dining needs of customers,

of each meal, so the revenue is not uniform but there is a difference over themonths

2.2.4 The role of restaurant in the resort

 The restaurant is an integral part of the resort It is difficult to operatesmoothly, complete and efficiently without the restaurant

 Meeting the dining needs of customers at the resort

 Expanding friendly relations and cooperation, tighten solidaritybetween nations and peoples in all parts of the country and around the world.

 Creating opportunities to learn about the culture, community life, andfind new friends

 Create jobs for employees, create a unique mark for the hotel, attractand satisfy the culinary needs of visitors

 Generate revenue that contributes to the total monthly revenue for thehotel

2.2.5 Function of the restaurant in the Resort

The main function of the restaurant in the hotel is to trade food andbeverages and serve the dining needs of customers at the hotel This is anactivity that has an indispensable role in the hotel business, ensuring optimalsatisfaction of today's urgent needs of tourists, that is not only "eat well -dress warmly" but "eat well - dress well "

In addition, a number of restaurants are also responsible for dining forstaff at the hotel and provide additional services such as organizing banquets,buffet for seminars, party organization at the request of guests, etc

2.3.1.2 Classification of customer

In the increasingly competitive commercial market today, thedevelopment of services and products towards the needs of customers isincreasingly enhanced, to satisfy all customers is an extremely difficult goalfor every business Therefore, businesses need to figure out directions todivide customers

There are five most popular customer groups today :

Classified according to buying psychology

- Form preference: For customers who are particularly interested in theform, businesses need to carefully analyze the common interests of this group

to develop the most appropriate product

- The expectation of promotion policy: This group of objects, althoughnot bringing much profit to businesses, is a source of consumption forproducts that are in stock, difficult to sell, few people use This group will paymuch attention to prices and promotional services primarily

- Company consulting and service attitude: this is a tough category toattract, but when it comes to winning the psychology of clients to counsel, it

is simple to add benefits to companies

- Like to use and experience the latest products: This group is a groupthat likes to follow the latest trends, this is a group that is easy to exploit,businesses that aim to regularly change products and invest in some newtesting products service

Classified according to the benefits to the business

- Loyal customers: this is the group that brings almost over 70% ofrevenue for the business This group of customers needs to extremely trust touse the business service There should be special policies in place to retainthis group of customers

- Potential customers: this is an audience group that has been usingproducts and services of the business or maybe just a group of objectspreparing to become customers of the business This group will be beneficial

in the future if there are appropriate sales promotion strategies Thus, specialattraction policies should be implemented

- Customers bring small value benefits: this is the group that brings lowrevenue for the business This group mostly focuses on low price and smallvalue goods

- Negative customers: This group of customers includes fastidiousbuyers, maybe some one-time customers, etc

Classified by age

- Under 15 years old: unable to be financially self-sufficient, not havingmany practical needs, most of them wanting to be met through arepresentative

- 15-22 years old: this is a group of objects that bring quite easy benefits

in buying, selling, using services, products of the business Since most of thistarget group will consist of young people who like to experience producttesting, the requirements for the product, service are not much easy to meet.And this group will use popular products because finances still depend on thefamily

- 22-50 years old: this is the most interested group among age groupsbecause this group of customers has knowledge and finance, so they will onlyfocus on essential products and services This group targets product pricing,product quality and accompanying care services This is the age group thatbrings a lot of revenue to the business due to the high demand for usingproducts

- 50 years old and older: this is a group of customers that can be said to

be quite difficult in buying and selling because this group of product use iscarefully selected It is necessary to put out a plan to move directly into thementality of this age group, they will be more important to product quality

Categorize groups of customers according to actual needs

These are some of the unique needs that affect a customer's buyingdecision :

- Consideration about distance and place of purchase

- Required level, financing available

- Product quality, price, customer care services

- Brand, position of the product in the market

- Design of the product

Group of random customers

Those are customers who suddenly come to the store, come fromdifferent places, they buy according to their most urgent and convenientneeds They will leave when there is a more optimal place This can also be agroup of potential customers if the product and service of the right businesssatisfy them

2.3.1.3 Consumer behavior of customers

Buyer behavior in marketing is influenced by four basic factors such aspsychology, society, culture, and individuals Grasping these factors helps us

to have a basis to approach and serve customers with the highest efficiency.The degree of difficulty in the shopping situation determines how wellshoppers understand each person's purchasing conduct as well as the number

of people shopping This necessity necessitates the marketing plannerdevising a strategy for various types of factor classes The most common

shopping habits include regular shopping, complicated shopping, shoppingfor variety, and shopping to ensure the highest level of satisfaction Thesepatterns of behavior are focused on a person's level of shopping engagement

as well as the variations in the products they select

Marketing department of a business must know how to researchperceptions, preferences, desires and behaviors of customers' productselection and purchase, aiming to target customers Customer research willhelp marketers have a basis for product development, product enhancement,product pricing, and determination of the method and content of informationthat communicates transmission to customers

Figure 2.3: The diagram of consumer behavior patterns

2.3.1.4 The factors affecting the buying behavior of consumers

Cultural factors :

 National and territorial cultures

Looking for information

Evaluating the options

purchase behavior

Post-Recognizing

the need

Making decision to buy

-Quality -Price -The way to sell

-Promotion

-Experience from your own understandin g

-Friends, relatives -The mass media

Unsatisfied

-Quantity purchased -Where to buy

- Product characteristi cs

 Customs and practices of small population communities

 Ability to perceive and comprehend

 Beliefs and attitudes

CHAPTER 3 : CASE DESCRIPTION

3.1 Risemount premier resort

3.1.1 History and development of the Vicoland group

Vicoland Construction and Development Group Joint Stock Company,formerly known as Vincon Financial Joint Stock Company, was officiallyestablished on June 5th 2007

Formed on the basis of connecting business ideas and the individual strengths

of founding members who are young entrepreneurs, Vicoland Group has thesynergy to become a business with a competitive advantage in the field realestate business, construction of construction works That strength is theexperience in investing and managing real estate projects, civil engineering,industry, transportation as well as the ability to mobilize financial resourcesfrom many different sources such as investment funds , banking, etc Thosefactors have contributed to creating a Vicoland Group as today, and also asolid foundation for the sustainable development of the Company in thefuture

With the motto "Quality must be on top and commitment to customers isparamount", Vicoland Group has been striving to build a united, strong group

in which wisdom, creativity, dynamism, and enthusiasm of each individual isaroused and highly promoted, on that basis, Vicoland Group is committed tobringing customers trust and satisfaction with high quality branded products.Vicoland Group

Not making noise in brand promotion activities on the mass media, VicolandGroup chooses its own path to gain trust from customers by constantlyimproving service quality, regularly innovating production technology to

improve product quality It is also our company's commitment to customers

so that each customer coming to Vicoland can be assured that they are comingwith a brand of quality and trust

Vicoland Construction and Development Group Joint Stock Company hasbeen developing in all aspects, improving the reputation and keeping thecompany's brand more and more sustainable, with the motto of "hunting foropportunities - welcoming success"

3.1.2 History and development of the Risemount brand chain

Vicoland Group officially launched the brand chain Risemount, aninternational resort brand created and created by Vietnamese people, andsigned a management and operation contract with SBH Hotels & ResortsGroup (Spain )

The Risemount brand is abbreviated to the letter R with the philosophy ofemotions and service standards meeting international standards, with the aim

of affirming the position of Vietnamese tourism in the international arena andretaining value for Vietnamese people

Vicoland is currently an investor in four luxury resort projects in Da Nang,Thua Thien-Hue and Quang Binh Realizing the development plan, theRisemount Premier Resort Danang project was opened and put into operation

in December 2016 With professional service according to internationalstandards and exquisite design style to make a difference to products,Risemount Premier Resort Danang always reaches room capacity of over 80percent

Next is the resort complex of Risemount Luxury Beach Lang Co (Hue)expected to be inaugurated and put into operation in the fourth quarter of

2017, with strict standards of privacy and service quality, promising to bring

Exciting experience for domestic and foreign tourists in one of the mostbeautiful straits in Vietnam Next is the tower project for RisemountApartment Da Nang, which has a prime location located on the banks of theHan River (Da Nang), which is designed according to the strict standards ofthe interior and space of Japan And finally, the Project Risemount HotelQuang Binh is located at Huu Nghi Street, Dong Hoi City, scheduled toinaugurate and put into operation in November 2017.

To be successful as an international resort brand of Vietnamese people,Vicoland Group aims to develop sustainably by cooperating and exchangingtechnology with international partners

3.1.3 History and development of the Risemount Premier Resort

Risemount is invested by a Joint Stock Company and My Khe Services, amember of Vicoland Group

After a short trial period, on November 19th 2016, Vicoland HousingDevelopment and Construction Group Joint Stock Company officially openedRisemount Resort - the first Santorini resort in Da Nang Risemount isexpected to become a stylish stop on the tourist map of the beautiful coastalcity

Risemount is designed based on architectural inspiration from The famousisland Santorini belongs to the Cyclades archipelago located in the GreekAegean Sea with two striking colors white and blue The spirit of Santoriniwill be reflected luster in every little detail of Risemount from the mix color

to interior design, promises to delive new experiences for domestic andforeign tourist

Possessing a prime location near the romantic My An beach, RisemountResort Danang is an ideal choice for those who are looking for a luxurious butsophisticated experience, simple but elegant When you first arrive atRisemount, visitors will feel extremely interesting and surprised because weare no longer in the sunny and windy Central land; but just crossed halfwayaround the world to Greece, immersed in the Mediterranean architecturalspace of the romantic island of Santorini.

Perfectly reproducing the typical white and blue colors of Santorini island, the4-story building appears beautifully like a castle in mythology, prominentfrom early dawn to a romantic, fuzzy sunset

Risemount Resort consists of 97 rooms and apartments with main whitetones, elegant design in harmony with bright lines and layouts, dotted bygreen, eye-catching areas Talented architects have cleverly accentuated theroom with colorful confetti on the corner of the balcony, providing a delicateromantic and romantic space only available at Risemount Resort

Coming to Risemount Resort Danang, visitors will have the opportunity toexperience the unique menu that is perfectly combined from two Asian andEuropean cuisines at La Maison restaurant, immersed in the seductive taste ofyour favorite drink at Elia, or enjoy a stylish cocktail at the Kapari Wine bar

on the rooftop pool

With a capacity of 600 guests with domed ceilings, wooden floors and classicchandeliers, Risemount Resort's Convention and Wedding Center promises to

be an ideal venue to hold successful events and memorable

Address : 120 Nguyen Van Thoai, My An ward, Ngu Hanh Son district, DaNang city

Tel : +84 (0) 236 3899 999

Website : risemountresort.com

- 10 minute drive from the airport

- 5 minute drive to city’s center

- 7 minute walk away to My Khe beach

(Source: Internet)

Some pictures about Risemount Premier Resort Da Nang

3.1.4 Organization chart of Risemount Premier Resort

Figure 3.1: The diagram of Risemount Premier Resort organization chart

3.1.5 Functions, duties, services provided by Risemount Premier Resort

Functions :

Risemount offers a variety of accommodation, food and beverage servicesand other additional services for international and domestic guests in need.Although operation since 2016, Risemount always commits and tries to givevisitors the best and most satisfied experience

 Strictly comply with legal regulations on resort business

Some services are provided by Risemount :