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

TRAN LE THAO QUYE N – GRAD UATI ON PAPE R IN SOCI AL SCIEN CES AND HUM ANITI ESDANA NG 2021 MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER TRAN LE THAO QUYEN AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS OF FOOD AND BEVERAGE DEPARTMENT TO ATTRACTING CUSTOMERS AT RISEMOUNT PREMIER RESORT GRADUATION THESES IN SOCIAL SCIENCES AND HUMANITIES DA NANG – June 2021 MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER TRAN LE THAO QUYEN AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS OF FOOD AND BEVERAGE DEPARTMENT TO ATTRACTING CUSTOMERS AT RISEMOUNT PREMIER RESORT Major : English for Tourism Code : K23.702 SUPERVISOR : MAI LAN THI, M.A DA NANG – June 2021 GRADUATION PAPER SUPERVISOR: MAI LAN THI,M.A ACKNOWLEDGEMENT It would be difficult to complete this graduation paper without the enthusiastic assistance of those I care for First of all, I would like to express my gratitude to Ms Mai Lan Thi, my supervisor, who actively supported me in completing the project She is always the one who enthusiastically and thoughtfully answers the questions, carefully pointing out each mistake and assisting me in grasping the error and improving I feel really lucky to have her guidance Second, I would like to show my thanks to the school's leaders and teachers from Duy Tan University's Department of English for their unwavering support and excellent learning conditions over the years Next is my sincere thanks to the Risemount Premier Resort internship unit for facilitating and providing data for me to complete the paper In addition, it is equally important that I am truly grateful to my family and friends who encouraged and motivated me during this important time And finally, I just want to thank myself for being and working hard every day and every hour during the completion of my graduation paper and for not giving up The last thing, I wish you all good health and happiness Yours sincerely! STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER SUPERVISOR: MAI LAN THI,M.A STATEMENT OF AUTHORSHIP I hereby guarantee that the content of this graduate paper does not duplicate the content of any university's graduation project References contains a list of all reference sources that have been referenced and collected This graduation paper has not yet been submitted to any other higher education institution for the granting of a degree or diploma Da Nang, June 2021 Student Tran Le Thao Quyen STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER SUPERVISOR: MAI LAN THI,M.A ABSTRACT 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 challenges that companies face Since then, I’ve been providing solutions for Risemount Premier Resort’s F&B department to attract customers This graduate paper has taught me about the benefits and drawbacks that companies face At the same time, devise effective customer-attraction visitors STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER SUPERVISOR: MAI LAN THI,M.A ABBREVIATIONS  F&B : Food and Beverage OTA : Online Travel Agency SWOT : Strengths, Weaknesses, Opportunities, Threats HR : Human resourses FO : Front office HK : House keeping STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER SUPERVISOR: MAI LAN THI,M.A 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 46 STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER SUPERVISOR: MAI LAN THI,M.A 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 STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER SUPERVISOR: MAI LAN THI,M.A 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 : INTRODUCTION .1 Rationale Aims and Objectives 2.1 Aims 2.2 Objectives 3 Scope of the Study .3 Method of the Study Organization of the Study CHAPTER : THEORETICAL BACKGROUND 2.1 Resort .5 2.1.1 Definition of Resort 2.1.2 Classification of Resort 2.1.3 Feature of the resort 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 STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 10 SUPERVISOR: MAI LAN THI,M.A 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 : 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 : 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 STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 57 SUPERVISOR: MAI LAN THI,M.A  Risemount's F&B division includes plenty of space for dining and entertainment 4.5.2 Weaknesses  The service staff's skills in foreign language communication with foreign visitors are still limited  Risemount's brand value has yet to establish itself in the hearts of consumers  The restaurant has not created a unique image inside customers  Limited customer market share 4.5.3 Opportunities  As technology advances, more ways to communicate with consumers become available The department will better understand customers' psychology through technology, allowing the restaurant to improve in accordance with the target  An abundant and highly skilled workforce comes from college and university graduates of famous universities in Da Nang  Located in a convenient location for the hotel restaurant business Da Nang is a place with many advantages in terms of topography, natural scenery, places where many landscapes, historical relics, and entertainment centers are concentrated  The opportunity for the number of visitors to return to Danang after the Covid pandemic 4.5.4 Threats STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 58 SUPERVISOR: MAI LAN THI,M.A  Along with the development of technology tools, the market develops, the competition is increasingly fierce  The wear and tear of F&B facilities and equipment  Labor costs are increasing  Customers' trends and tastes change constantly 4.6 Evaluation of solutions to attracting customers Based on an analysis of strengths, weaknesses, opportunities and challenges, Risemount Premier Resort has strategies and promotions to attract guests Includes product and price strategies Diversifying restaurant products is one of the strategies that Risemout applies This strategy has its advantages and disadvantages Diversify La Maison restaurant products at Risemount Resort utilizing available resources and ingredients to create new products to expand the menu and create customers' curiosity for new products through the introduction This strategy brings relative profits, efficiently exploits resources, increases scale, and minimizes business risks when developing new products Additionally, competitiveness with other hotel restaurants increases But this strategy requires the Resort's F&B department with a high management level to grasp the product in order to balance the old and new products so that customers not forget the old ones In general, the department's product diversification strategy has performed quite well in the period 2018-2020 They have developed menus and added a number of Vietnamese dishes to promote Vietnamese cultural cuisine and people to foreign tourists Pricing strategies and promotions often go together The department has launched quite a few promotions over the past three years Specifically, STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 59 SUPERVISOR: MAI LAN THI,M.A change from year to year, regular discounts on holidays such as Women's Day, Valentine's Day although this discount program is not unique or breakthrough, the way it is served Staff and meticulous care in preparing and decorating dishes and drinks scored in the eyes of customers The resort is quite skillful when applying the Up-selling strategy to the restaurant This strategy increases the employees' ability to persuade customers and contributes to the department's revenue Moreover, the department also applies the strategy of selling products by combo, selling products by combo is considered a sales art applicable to most business lines The art of selling combo products aims to attack customers' psychology when buying some small and discrete items at a higher price when buying combo This strategy helps to increase the division's product sales Although strategies are being deployed steadily and improved in 2020, they are still unable to counter the strong negative effects of the Covid-19 global pandemic In short, the strategies that apply to the F&B division of Risemount Premier Resort are deployed at the right place, at the right time, in accordance with the department's circumstances However, the hotel restaurant business is still disappointed when the Covid epidemic has not ended up to now STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 60 SUPERVISOR: MAI LAN THI,M.A CHAPTER : CONCLUSION AND SUGGESTIONS 5.1 Summary of solutions to attracting customers of F&B Department at Risemount Premier Resort If you're looking for a resort with a convenient spot, Risemount Premier Resort is a great option The airport is just a 10-minute drive away, the city center is only minutes away, and the beach is just a 7-minute walk away The topic aims to introduce the attractions of high-quality service for visitors to Risemount Premier Resort, as well as details of the working structure, staff allocation, and particularly the ministry, after many weeks of research Department of food and beverage Regarding services at Risemount Premier Resort, guests can experience the accommodation with many choices of room class, peaceful space, and relaxation In addition, you can also experience dining, entertainment, and additional services Customers can also try the service quality of the F&B department, including La Maison restaurant, Kapari Bar, rooftop swimming pool, banquet hall The department promises to satisfy customers' needs with many marketing solutions and strategies In addition to the advantages, the F&B division of Risemount Premier Resort faces many difficulties in competition, epidemics in a long time the market has been much narrowed, unexpected natural disasters cause a sharp decline in tourism, according to economic experts The epidemic situation will last until the end of 2021 In my paper, on the basis of analyzing and evaluating the current status of the F&B department at Risemount Premier Resort, I have made a number of suggestions to improve the Resort's revenue STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 61 SUPERVISOR: MAI LAN THI,M.A 5.2 Suggesstion for F&B Department 5.2.1 The marketing strategies Any business also needs marketing strategies to increase sales and attract customers Business services, restaurants, and hotels are no exception The strategies applied to the F&B department at Risemount Premier Resort mentioned above include holiday promotions, product diversification, combo sales, and best-time discounts concentration, etc After doing some research and evaluation, I want to come up with a few suggestions for your acquisition strategy: 5.2.1.1 Combining the discounts program of F&B Department with accommodation services In addition to the above strategies, the heads of the F&B department need to talk to the sales and marketing department to come up with more influential strategies For example, the resort should combine F&B discounts with guest accommodation Because according to statistics 70% of the restaurant's guests are guests using the resort's accommodation services, the remaining 30% are outside customers who not use accommodation services So when combined, the discount program for accommodation and food services for customers is an advantage It also saves on marketing costs for both services 5.2.1.2 Investing more in building brand image The brand is the core element of the marketing strategy Brands are built and reflected through customer reviews, previews, and feedback Brand image is the decisive factor for the success of an enterprise Therefore, the Resort should invest in building a more solid brand position This creates trust in STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 62 SUPERVISOR: MAI LAN THI,M.A customers when using the resort's services Create an image of your department that is relevant to your target audience With activities such as focusing on content introducing quality restaurants on the resort's website, by word of mouth marketing, cooperating with OTA channels, and e-commerce floors like Foodie 5.2.1.3 Optimizing Restaurant Reservations If the hotel's website does not customize restaurant reservations for consumers on mobile devices, it would be a big flaw: smartphone-friendly interface, quick access speed, and so on The incorporation of restaurant reservation features, in addition to being able to make reservations on the resort's website Furthermore, the introduction of chatbots and navigation buttons encourages clients to call managers directly, and advisors can quickly answer questions until they turn to another website or even another hotel because they can't find the answer they need on their website 5.2.1.4 Interacting with customers Interaction with customers will bring many benefits to the business Risemount Premier Resort should have activities to interact with customers by paying attention to the attitudes of the guests during the working process through service staff The F&B department must always be ready to listen to customer feedback during the service From there, it captures the psychology of customers to adapt more easily to the needs of customers More specifically, the restaurant should pay attention to the feedback on OTA channels, e-commerce floors The department should be careful when responding to customer feedback, from negative to positive Just by doing these small things, customers will be more sympathetic to the restaurant STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 63 SUPERVISOR: MAI LAN THI,M.A 5.2.2 The service quality of F&B department In addition to the customer attraction strategy, service quality also plays a part in deciding to keep a loyal customer base If it is said that marketing strategies and promotions are responsible for attracting customers, service quality is what leaves an impression on customers, they can return to the restaurant next time thanks to quality satisfaction of service The improvement of service quality is demonstrated through the following specific strategies: - Repair and upgrade facilities and equipment of the restaurant - Skills training for staff - Make customers feel at home with greetings when they enter the restaurant, actively bring a glass of water when they order drinks 5.3 Conclusion In conclusion, this graduation thesis introduces Risemount Premier Spa, one of Da Nang's five-star hotels Thesis study on Risemount Premier Resort's F&B department and client characteristics Analyze the F&B department's capabilities, shortcomings, openings, and threats, as well as Risemount's business strategy for attracting clients, at the same time Both data and information is gathered from actual surveys as well as reliable and trustworthy digital reference sources Furthermore, under the permitted parameters, the data in the post has been referenced and carefully chosen from the essays of previous course students In my paper, I propose some recommendations to help improve the status and attract customers based on an analysis and evaluation of the current situation and the F&B department's attraction strategy at Risemount Premier Resort STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 64 SUPERVISOR: MAI LAN THI,M.A QUESTIONAIRE Dear Sir/Madam! My name is Tran Le Thao Quyen I am currently a 4th-year student majoring in English for Tourism at Duy Tan University For six weeks, I worked as an intern at Risemount Premier Resort Currently, I need the following details and realistic data in order to complete the graduation paper: “An Investigation into the Real Situation and Some Solutions of Food and Beverage Department to Attracting Customers at Risemount Premier Resort” Therefore, I would highly appreciate it if you could spend some time addressing the questions below Your thoughts would provide me with a wealth of knowledge for my studies I guarantee that your personal information will be kept private and will not be used for any other purpose Thank you so much for your assistance! A PERSONAL INFORMATION Name : Gender : Male/Female .Age: Nationality : Number of room : Email : Contact : B SURVEY STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 65 SUPERVISOR: MAI LAN THI,M.A How many times have you stayed at Risemount Premier Resort Da Nang? o The first time o The third time o The second time o More than third How did you know about Risemount Premier Resort Da Nang? o Travel agent o Internet o Relatives, friends How long have you stayed at the resort? o One night o Three nights o Two nights o More than three How you feel about the resort's decoration? o Luxurious, trendy o Normal o Elegant, polite o Not eye - catching How you rate the facilities and equipment at the resort? o Very useful o Normal o Convenient o Not good at all Have you enjoyed the food at the resort La Maison Restaurant yet? o Already o Not yet How you feel about the food at the restaurant? o Extremely delicious o Moderately delicious o Quite delicious o Not at all delicious STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 66 SUPERVISOR: MAI LAN THI,M.A Please indicate your satisfaction level with the information about the F&B Department at Risemount Premier Resort Da Nang Rated on a scale from to as follows: Very satisfied Satisfied Normal Quite dissatisfied Dissatisfied Design and decoration of the department Facilities and equipment at the department 5 How friendly is the Waiter/waitress? The service attitude of the Waiter/waitress Guest service process of the department 5 Communication skill Ability handle problems The F&B staff's level of knowledge Ability to coordinate with other departments Appearance (presentable uniform, neat hair) of the Receptionist The staff's ability to communicate in foreign languages Overall, at what level were you satisfied with Risemount Premier Resort Da Nang? o Extremely satisfied o Quite satisfied o Quite satisfied o Dissatified o Somewhat satisfied o Extremely STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 67 SUPERVISOR: MAI LAN THI,M.A 10 How likely are you to stay at our hotel again? o Extremely likely o Quite likely o Somewhat likely o Not at all likely 11 Will you introduce Risemount Premier Resort Da Nang to other people? o No, I won’t o I’m not sure o Yes, I will C GUESTS’ COMMENTS, QUESTIONS OR CONCERNS After using the services at Risemount Premier Resort Da Nang, which makes you feel really satisfied ? What makes you not satisfied with the quality of services at Risemount Premier Resort Da Nang ? STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 68 SUPERVISOR: MAI LAN THI,M.A In your opinion, what should Risemount Premier Resort Da Nang to improve the quality of services to better meet the needs of guests? STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 69 SUPERVISOR: MAI LAN THI,M.A REFERENCES Website https://risemountresort.com/vi/ https://www.annualreports.com/ http://www.businessdictionary.com/ https://fnbvietnam.vn/ https://foodtechmaster.vn/ http://fnbdirector.com/ 7.https://www.classichotels.com/company-services/developmentacquisition/development-standards/ English book: Lucius, W (2017) Tourism and Hospitality Management New York, Library Press Sudhir, A (2007) Introduction to Tourism and Hospitality Industry New Delhi, The McGraw Hill Companies Sudhir, A (2009) Sales & Marketing: A textbook for the Hospitality Industry New Delhi, The McGraw Hill Companies Denney, G.R., & Michael, J.O (2007) Hotel Management and Operations (4th ed.) Canada, John Wiley & Sons, Inc Graeme, D., John, E., & Ruth, A (2008) Strategic Marketing: Planning and Control (3rd ed.) Slovenia, Elsevier Ltd Philip, K., John, T B., & James, C M (2014) Marketing for Hospitality and Tourism (6th ed.) The USA, Pearson STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 70 SUPERVISOR: MAI LAN THI,M.A Vietnamese book Nguyễn Văn Mạnh & Hồng Thị Lan Hương (2011), Giáo trình “Quản trị kinh doanh khách sạn”, Đại học Kinh tế Quốc Dân, Nxb Trường Đại học Kinh tế Quốc Dân Nguyễn Thành Chương (2009), Tiếng Anh Chuyên Ngành Khách Sạn Và Du Lịch, Nxb Khoa học xã hội Nguyễn Văn Mạnh & Hoàng Thị Lan Hương (2004), STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 GRADUATION PAPER 71 SUPERVISOR: MAI LAN THI,M.A SUPERVISOR’S COMMENTS STUDENT: TRAN LE THAO QUYEN CODE: 2320315754 ...MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER TRAN LE THAO QUYEN AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS OF FOOD AND BEVERAGE DEPARTMENT. .. of Risemount Premier Resort in the present and in the future Therefore, pointing out the real status of resorts is an extremely important step from which to find solutions and strategies to attract... restaurant in the Resort The main function of the restaurant in the hotel is to trade food and beverages and serve the dining needs of customers at the hotel This is an activity that has an indispensable