INVESTIGATION INTO THE CURRENT SITUATIONS OF TOURIST ATTRACTION TO SEA PHOENIX HOTEL AND SOLUTIONS TO IMPROVING IT

HO NGUYE N NGOC – GRAD UATIO N THESIS IN SOCIA L SCIEN CES AND HUMA NITIES DANAN G 2020 MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION THESIS MAI THI PHUONG QUYNH INVESTIGATION INTO THE CURRENT SITUATIONS OF TOURIST ATTRACTION TO SEA PHOENIX HOTEL AND SOLUTIONS TO IMPROVING IT GRADUATION THESIS IN SOCIAL SCIENCES AND HUMANITIES MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION THESIS MAI THI PHUONG QUYNH INVESTIGATION INTO THE CURRENT SITUATIONS OF TOURIST ATTRACTION TO SEA PHOENIX HOTEL AND SOLUTIONS TO IMPROVING IT Major : English for Tourism Code : 702 ACKNOWLEDGEMENT This graduation paper could not have been finished without the whole-hearted help, advice, and encouragement of my dear teachers, friends and family First of all, I would like to express my deepest appreciation to all those who provided to me the possibility to complete this paper A special gratitude I give to my supervisor, Doan Thi Thanh Trang for her patience, motivation, enthusiasm, and immense knowledge Her guidance helped me in all the time of research and writing of this paper Secondly, I wish to acknowledge the help provided by all teachers of Faculty of English at Duy Tan University for their precious lessons, devoted teaching and enthusiastic assistance to me Thirdly, I should send my thanks to all my best friends who not only shared their useful experiences but also helped me understand some necessary problems during my studies and my research works as well Last but not least I would like to express my very great appreciation to my family, especially my parents, for their support, encouragement and motivation while I was writing this paper I wish all of you good health and success! Yours sincerely! Da Nang, May 2021 STATEMENT OF AUTHORSHIP Except where reference is made in the text of the thesis, this thesis contains no material published elsewhere or extracted in the whole or in part from a thesis by which have qualified for or been awarded another degree or diploma No other person’s work has been used without due acknowledgement in the thesis This thesis has not been submitted for award of any degree or diploma in any other tertiary institution Danang, September 5th, 2021 MAI THI PHUONG QUYNH ABSTRACT With the aim investigation into the characteristic of guest to attracting prospect customers at Sea Phoenix Hotel This case study is carried out basing on theoretical background and the practical data which concentrate on the analysis the characteristic and behavior of customer in lodging industry Then, basing on data analysis create right strategy to attracting customers From this, I hope the hotel will increase the number of guest in the future LIST OF TABLES Table 3.2 Rooms classification table .15 Table 3.3 Table of domestic visitors ( from May,2018 to December,2018) 23 Table 3.4 Table of international visitors ( from May,2019 to December,2019) 24 Table 3.5 Table of domestic visitors ( from May,2020 to December,2020) 25 Table 3.6 Table of international visitors ( from May,2020 to December,2020) .26 LIST OF TABLES Table 2.1 Classification of Antithesis .11 Table 4.1 Detailed Description of Conclusion Frequency in LA with Antithesis in ESPs .25 Table 4.2 Conclusion Frequency in LA with Antithesis in EPSs .32 Table 4.3 Antithesis Frequency in Conclusion in LA in EPSs 33 Table 4.4 Antithesis Frequency in Anticausality in LA in EPSs .37 Table 4.5 Detailed Description of Conclusion Frequency in LA with Antithesis in VPSs .37 Table 4.6 Conclusion Frequency in LA with Antithesis in VPSs .45 Table 4.7 Antithesis Frequency in Conclusion in LA in VPSs 47 Table 4.8 Antithesis Frequency in Anticausality in LA in VPSs 50 Table 4.9 Stylistic Devices used in Antithesis in ESPs 55 Table 4.10 Frequently Used Contrastive Words/ Phrases in EPSs 57 Table 4.11 Detailed Description of Climax Frequency in Antithesis in EPSs 63 LIST OF FIGURES Figure 4.1 Comparison of Conclusion Frequency in LA with Antithesis in EPSs and VPSs 50 Figure 4.2 Detailed Comparison of Conclusion Frequency in LA with Antithesis in EPSs and VPSs .51 Figure 4.3 Comparison of Conclusion with Antithesis Frequency in EPSs and VPSs 51 Figure 4.4 Comparison of Antithesis Frequency in Anticausality in EPSs and VPSs 51 Figure 4.5 Detailed Description of Antithesis Frequency in Anticausality in EPSs 52 LIST OF ABBREVIATIONS DTU: Duy Tan University FLD: Foreign Language Department ………………………………………………… …………………………………………………… TABLE OF CONTENTS 36 whole food In food and beverage products, in addition to the beautiful presentation of dishes, food hygiene and safety is an important criterion for guests to evaluate the quality of the hotel's catering services So when the hotel evaluates, choose the supplier Food safety must be a top priority - Redesigning the G floor bar The G floor is the first place guests come into contact with the hotel, so it is necessary to make a good impression on guests about a luxurious and polite hotel The bar on the first floor needs to have a drink menu to serve guests because it only serves wine or tea to guests - In the restaurant business, the wedding party plays a significant part; the hotel should focus on further developing this service The kitchen department when cooking the dishes needs to be creative, presenting the dishes according to the wedding day theme such as dragon phoenix images, letters Additional service way: - The hotel is building a fitness and massage area next to the swimming pool and will put it into service this year - For office rental services, conference rooms, seminars The hotel needs to regularly inspect and repair damaged equipment or replace it when the equipment is outdated, especially the products High-tech - The cleaning team needs to regularly clean and change the water in the swimming pool area, creating space airy and clean - Well organized other additional services such as laundry service, tennis court - Along with product diversification is the issue of improving product quality to meet the higher needs of customers Improve quality both tangible and intangible When the technical facilities have gradually improved, the quality of service is the remaining factor that determines the service quality of the hotel 37 All employees must be respectful, friendly and open to customers at all times Employees need to pay attention to the psychology, attitude and emotions of guests at the time of service to avoid offending guests Enhance the professionalism of employees by such as: Open training courses, organize skill contests This should be clearly and specifically grasped to all departments in the hotel 5.2.3 Pricing Strategy The hotel needs to have a flexible pricing policy according to each guest market, each time of business, according to the specific goals of the hotel, which needs to be based on some of the following criteria: • According to the form of the customer's trip - Guests traveling in groups: Use a discount policy with a discount according to the number of guests coming to the hotel I would like to offer some pricing policies for guests traveling in groups as follows: + Group of 15 - 20 people: 2% off the listed price + Groups of 20 - 30 people: 3% off the listed price + Groups of more than 30 people: 4% off list price - Guests with family: For example, for newlyweds going on their honeymoon, they can get free drinks for an evening of enjoying the music at the bar or use a complimentary extra service If the guest stays at the hotel right on the guest's birthday, the hotel can send a card, greeting letter or give flowers to the guest Thus, the hotel will create a good impression in the hearts of guests • By distribution channel - For guests who come to the hotel to book a room directly or by phone - 10 days in advance, they can give guests breakfast voucher or one massage voucher or one voucher to use some additional services When a guest makes a reservation before the arrival time when the guest The hotel will be more proactive in preparing rooms for guests 38 - For guests who contact the hotel by travel agencies, agencies or hotels, they will receive a commission of 5-10% of the amount the hotel receives or use one of the services for free Of the hotel depending on the number of guests referred to the hotel This is to encourage intermediaries to introduce and lead more guests to the hotel • Pricing by product type - Food and beverage products: The hotel needs to set a price based on the input costs of the ingredients that make up that product, the restaurant's uniqueness in culinary art, the layout of the dining room, etc propose the following: When guests come to use the food service, the hotel should have a discount policy or increase other additional services for guests, when they are patrons or book parties in large quantities For example, if guests come to book a wedding with the number of 200-400 guests, the hotel should free heart-shaped balloons decorated in the wedding area or bear 5-7% of the cost of fresh flowers when guests love them Special request for decorative flowers at the wedding party; with the number of over 400 guests, along with free balloon decoration, the hotel will give one bottle of wine for the bride and groom Although the cost is not much, but I think customers will feel the attentiveness of the hotel - Additional products: Still will be price based on competitors' prices, quality of customer service, customer satisfaction on products and services - Accommodation products: In addition to be priced according to facilities and amenities included in room, the number of days guests stay at the hotel can price according to the location, location of the room 5.2.4 Developing partnerships - Currently, when the competition is getting fiercer, the hotel should have relationships with other hotels in the market to attract more visitors, affirm its position in the market, help employees learn Ask more about the professional expertise at the place with which the hotel is affiliated 39 - Associate with domestic and foreign tour operators The hotel needs to expand its association with travel agencies in the city or other provinces across the country that have activities to welcome Japanese and French guests and travel agencies in Japan and France If this is done well, this will be the place to provide the hotel with a large number of guests This is the hotel's target customer, so this is very necessary to exploit the maximum potential of this source of guests - Expanding relationships with companies and agencies in Hai Phong is also a very necessary job These units often come to use services such as renting rooms for conferences, seminars, and parties at the hotel In addition, this is also a very effective advertising channel because the units may introduce their partners to the hotel when they come to Da Nang for work or business - Strengthen and expand relationships with international organizations, consulates, embassies, non-governmental organizations in Vietnam When having a good relationship with these organizations, the hotel will have better conditions for promoting its image, increasing research activities on guests of foreign countries where the organization is located in Vietnam - The hotel also needs to establish and expand relationships with reputable suppliers of raw materials and goods Hotels need to diversify suppliers to limit the pressure of suppliers Because the hotel is in the business of providing food and beverage services, it is very important to have a relationship with suppliers If the supplier provides the hotel with good ingredients, the hotel can create a good product To serve customers Good relationships with suppliers help hotels have stable, high-quality raw materials and goods and can enjoy preferential treatment when they are regular customers - In addition, the hotel also needs to have relationships with carriers such as airlines, ships, trains, taxis so that it is more convenient to pick up guests to use the service 40 5.2.5 Strengthening marketing and advertising • Improve the working efficiency of the marketing department The marketing the department is the department that directly issues policies to attract guests and offers marketing solutions for the hotel With the current competitive situation, the role of the market department is even more enhanced Therefore, the hotel should have an appropriate investment in this department to maximize the working efficiency of employees - Currently, the hotel's market department has three staff members who are tasked with researching the situation of visitors to Vietnam and Vietnamese tourists going abroad, especially traders and investors, proposing methods to exploit guest market, propose methods to exploit the guest market, propose specific plans for promoting information about the hotel With a fairly large workload, I would like to propose a solution is to add one more employee to the marketing department The specific job of the staff is to specialize in promoting the hotel's image at tourist attractions, festivals, domestic and foreign tourism events This employee is responsible for researching, researching and detailing these events to propose to the department and leaders about the promotion plan This is quite a difficult job, so the staff in the room will collaborate when necessary and the leaders also create favorable conditions for employees to complete their tasks well This employee may be recruited or transferred from another department Doing this well means that the hotel's promotion is made more professional, in-depth and will be more effective - Along with the increase in the number of employees, the quality of the employees' work is something that the hotel must pay attention to at the same time The selection of employees must be done seriously, ensuring that the selected person is a competent person • Use of publications - Issue leaflets and brochures about the hotel These leaflets and brochures will first be left at the front desk; the receptionists will give them to guests and at the same time introduce them directly to the guests If the hotel makes a good 41 impression on guests, they will recommend it to their friends and relatives This will be a very effective way of advertising In addition, it should also be distributed for free at airports and ports so that the hotel's information and images will be disseminated to more people - Enhance articles and advertising images published on mass media such as television, radio and especially reputable travel magazines • Setting up a representative office: In addition to the offices located in the country such as Hanoi, Ho Chi Minh City, Mong Cai, Lang Son, the hotel should have representative offices in Japan and France The hotel will have the opportunity to promote widely and directly to its guest market, the hotel will be in direct contact with that market, and it will be more convenient to research the guest market When there is a representative office, employees have the opportunity to introduce and promote the hotel directly, the opportunity to convince guests to buy and use the hotel's services has to spend a huge amount of money, the hotel must have a longterm strategic promotion plan This is also essential for a large hotel, brand in the market and wants to attract more guests to the hotel, especially international guests • Promotion at tourist spots, festivals - At national highways, major intersections with large crowds, urban areas, and commercial centers of big cities, hotels should design large billboards with beautiful and prominent images of guests Besides the hotel is information about the hotel so that guests can conveniently find out about the hotel The image of the hotel will be known to more people - Increase participation in domestic or international tourism exhibitions and fairs Here the hotel will have the opportunity to interact with many domestic and foreign hotels and tour operators - Strengthen promotion at typical festivals such as: Do Son Buffalo Fighting Festival, Flower Festival in Da Lat, Hue Festival and in the future will aim at international tourism events to enhance the hotel's image Widely advertised - The hotel should also participate in sponsoring events and humanitarian programs 42 5.2.6 Improve the quality of the workforce The essence of improving the quality of the workforce is strengthening human resource management The basic objective of this work is to effectively use human resources to achieve the common goal of improving the quality of hotel products and services To achieve that, the hotel needs to develop a specific and scientific program to take care of the material and spiritual life of employees - For management level (indirect labor): Must be competent and professional people who directly manage the staff, so they must grasp the employees' psychology to maximize their multi-tasking abilities In response to the development of the hotel, this team of employees is highly trained: + The hotel should have a policy of sending people to learn management experience at friendly hotels, famous hotels at home and abroad in order to creatively apply it to their hotels + Can send them to participate in training courses of basket management experts + Sending abroad to visit and study + Participate in seminars, learn experiences to update and improve management knowledge and capacity - For direct workers: These are the main product and service creators in the hotel and are the most knowledgeable about guests Therefore, it is necessary to regularly train professional qualifications for these employees An employee training can use several measures: + Regularly organize skill competitions among employees + Organize short-term classes to improve professional skills for employees + Sending to higher education at universities and colleges for promising employees + Linking with schools to train workers for the hotel industry to encourage the working spirit of hotel staff can apply the following measures: • Commendation in front of the team 43 • Direct bonus • Periodic bonus • Vote among employees according to the following criteria: Diligence, work sense, creativity • To shorten salary increase time for employees with good performance 5.2.7 Improve service quality Service quality depends on the customer Customers are more rigorous when evaluating high-class services, so they are more likely to make mistakes People often tend to rely on dissatisfaction to judge The only way to get customer satisfaction is to start from a customer-oriented, perspective, drawing them into your allies Economic implications of improving service quality - Improving service quality in hotels is an effective tool for hotels to improve their competitiveness in the market Because today the competitiveness between hotels is mainly about quality issues - Improving quality is a tool for hotels to raise prices reasonably Quality is the most effective advertising tool It is estimated that on average one satisfied customer will tell three others But if they are not satisfied, they will resentfully report their discomforts to eleven other people - Improving the quality is contributing to improving the reputation of the hotel in the market It is represented by the following diagram: Quality -> Prestige -> Loyalty -> Competitiveness Improving the quality is to increase the reputation of the hotel It leads to the trust of customers, making them loyal to the hotel Having many customers means an efficient and highly competitive business Prices reach oligopolistic levels leading to excess profits Improving service quality means that hotels have to diversify types of products and services, especially additional services that make their products unique Complete and upgrade the system of technical and material foundations to create 44 good conditions for doing business Besides, it is to improve the professional qualifications and skills of the staff, especially for the direct service department However, due to the long working hours, when there are no days off, due to frequent contact with different subjects, they are under a lot of psychological pressure Therefore, sometimes the quality is degraded affecting hotel business performance Therefore, hotels all have policies and measures to encourage them to work with love for their profession such as bonus money, travel 45 CHAPTER CONCLUSION AND SUGGESTIONS - To attract more guests to the hotel, the hotel needs to focus on the product prices, catering services, investment in facilities, - Conduct periodic surveys once or twice a year:  The hotel sends staff to survey the target markets to find out the change about the need to use the product, the trend of using hotel products of customers to then make the appropriate adjustments  Promote promotion at typical festivals such as Do Son Buffalo Fighting Festival, Festival flowers in Da Lat, Hue Festival and in the future will aim to national tourism events economy so that the hotel's image is widely promoted  Hotels should also participate in sponsoring events and humanitarian programs 6.1 Conclusion Tourism is a general economic sector with an interdisciplinary and interregional nature Vietnam is considered a key economic sector because it thinks that our country has diversified and rich tourism potentials Tourism development is the driving force that motivates and leads to the development of many different aspects such as investment, job creation, law, That is why this industry is increasingly playing an important role for economic, political and social development In recent years, Da Nang has been a bright spot for Vietnamese tourism, so the demand for food, accommodation and travel has increased The development of tourism not only helps the country's economy go up but also serves as a bridge between Vietnam and other countries in the world In recent years, the world economy in general and the development of Vietnam's economy in particular have been constantly changing People's lives are getting better and better, the needs of both material and spiritual, rest and relaxation are also increasing, helping Vietnam's tourism industry in general and the hotel and restaurant business in particular have improved there are visible improvements The number of hotels has increased rapidly, especially international-standard, 5-star 46 restaurants, which require hotels to keep their old customers and attract potential customers developed to meet the maximum needs of customers After a 2-month internship at Sea Phoenix Hotel Danang, with the help and facilitation from the Board of Directors, managers and brothers and sisters working in the hotel I have had the opportunity to interact with real work with work at the hotel, especially the reservation department I realize that Sea Phoenix Danang Hotel has been affirming its position in the market, gaining the trust and confidence of customers After many years of establishment, Sea Phoenix Hotel has made remarkable achievements contributing to the economic growth stage of Vietnam Through the topic "The current situation and solutions to improve service quality and attract tourists of Sea Phoenix hotel", I presented a number of theoretical issues as well as stated the current situation, proposed solutions measures to further improve the quality of the reservation department at the Sea Phoenix hotel I hope that, with my small contribution, I will make some contribution to help the hotel improve its service quality in particular and develop its business In conclusion, it is may recommendations which I would like to add to the hotel implementation plan as it is from bottom my heart to help the hotel enhance service quality Sea Phoenix Hotel, a business unit under Da Nang Tourism Joint Stock Company, over the years has achieved many remarkable results, constantly developing both in terms of scale and product quality However, the last two years The world economic crisis has had a negative impact on the hotel's business, the number of visitors has decreased significantly, especially international guests Therefore, the hotel needs to have effective business and promotion strategies to attract more guests to the hotel in the coming years As a result, a lot of hotels have been established around the city center and along the beach, so the competition in the market has increased dramatically In order for the tourism industry to develop and grow more and more on the global tourism market, each tourism product has to be more refined and complete 47 To make tourism products accessible to tourism, businesses must advertise their products to tourists Each product will be suitable for different audiences Therefore, finding out the target audience for the business is extremely important So we came up with the docs Hopefully, with the documents that we give, will help people better understand the Danang tourism industry in general as well as businesses in particular and can be helpful for businesses 6.2 Suggestion In order to expand its target audience, hotels should improve their weaknesses to attract and expand targeted customer markets + Improve professional skills for each department + Encourage staff to improve language + Improve the quality of infrastructure + Offer attractive promotions + Offer vouchers to guests when booking next time 48 REFERENCES * Vietnamese book https://khotrithucso.com/doc/p/cac-giai-phap-nham-nang-cao-chat- luong-dich-vu-tai-cong-ty-246816 TS Nguyễn Văn Mạnh, TS Nguyễn Đình Hịa (2008), Giáo trình Marketing Du Lịch, NXB Đại học Kinh Tế Quốc Dân, Hà Nội *English book Hardcover(2009) Welcom to hospitality John Leo (1998) English for the Travel and Tourism Industry, Cambridge University Press Mr Morcel Gotie, Tourism and Hotel (2015) * Website Hotel ranking – Vietnam National Administration of Tourism: http://vietnamtourism.gov.vn/index.php/docs/ General Statistics Office: http://www.gso.gov.vn The Department of Culture, Sports and Tourism of Danang: http://www.cst.danang.gov.vn Pursuant to the Enterprise Law (2016) https://www.agoda.com/vi-vn/sea-phoenix-da-nang-hotel/hotel/da-nang-vn.html - 49 APPENDIX Hotel’s Information  HOTEL’S SERVICE  Restaurant: From 10 am to 11 pm for lunch and dinner  Riverside Bar: From 10 am to 11 pm  Pool bar: From 10 am to pm Happy hour (12 pm - pm)  Pool: From am to pm  Spa: From am to pm  Fitness center: From am to pm  Wifi, Internet: Free and No password  Tour desk: From am to 10 pm, dial “150” for more information  Free food tasting: From pm to pm every day We offer you many local food  Free Vietnamese coffee class: From 3.00 pm to 3.30 pm every day at Riverside bar Book in advance at reception  Free Shuttle Boat: Go to the old town, just one way, at 8-9-10 am and 2-34 pm, don’t need to book  Free Kid Room: From am to pm  BBQ: Every Saturday evening, from 6:30 pm to pm The price is only $18  Hotel’s policy: Check out time is before 12 pm  Please dial “0” or “100” for more information  ENJOY YOUR STAY WITH US  50 SUPERVISOR’S COMMENT ...MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION THESIS MAI THI PHUONG QUYNH INVESTIGATION INTO THE CURRENT SITUATIONS OF TOURIST ATTRACTION TO SEA PHOENIX HOTEL AND. .. So I decided to choose this topic: “An investigation into the real situation of the quality of the reception service and solution to attracting domestic tourists to Sea Phoenix Hotel? ?? 2 I hope... five-stars resort, Sea Phoenix Hotel always set the target quality of customer service to the top to meet the rigorous demands from different tourist markets and increase the ability to edge Pictures