INTRODUCTION
Rationale
Tourism is increasingly recognized as a vital smoke-free economic sector worldwide, including in Vietnam, where it has become essential for enhancing spiritual well-being The integration of the global economy has attracted more commercial travelers to Vietnam, fueling the robust growth of the contemporary tourism industry This surge in demand compels countries and businesses to prioritize high-quality services to meet customer expectations Notably, the hotel sector plays a crucial role in this tourism landscape, significantly contributing to the national economy.
Da Nang, a coastal city with a prime geographical location, is emerging as a competitive tourism destination, rivaling renowned tourist centers both domestically and internationally To meet the demands of the tourism industry and enhance customer experience, the city has witnessed a rapid expansion of high-quality restaurants and hotels, significantly improving its service offerings and infrastructure.
A diversified hotel and restaurant system effectively addresses the diverse needs of guests with varying budgets, yet many hotels struggle to meet consumer expectations for satisfaction The intricate process of serving visitors plays a crucial role in determining the overall quality of the hotel experience Consequently, the reception desk serves as a vital touchpoint for welcoming guests, significantly influencing their perception and likelihood of return, as it acts as the essential link between the hotel and its clientele.
Enhancing the service quality of the reception department is essential in today's competitive hotel industry To gain a competitive edge, it is crucial to implement effective strategies that elevate service standards and improve guest satisfaction.
Muong Thanh Luxury Song Han Da Nang Hotel, a prominent 5-star establishment within the Muong Thanh Group's extensive private hotel chain in Indochina, has significantly influenced the competitive landscape in Da Nang since its inception just over a year ago The hotel has established a strong reputation, reflected in a growing number of visitors, largely due to the exceptional performance of its reception staff A skilled hotel receptionist not only fulfills their duties but also enhances communication skills, elevates professional qualifications, and plays a vital role in promoting a positive image of the hotel, Vietnam, and its people.
In 2019, the hotel experienced significant success and revenue growth; however, the onset of the COVID-19 pandemic swiftly led to substantial losses in the hotel industry This crisis not only impacted financial performance but also severely affected the service processes and quality within the hotel's reception department.
Recognizing the urgency and importance of welcoming, as well as improving the service quality of the reception, I decided to choose the topic: “An Investigation into the
Real Situations and Some Solutions for Maintaining and Strengthening the TouristAttraction of Reception Department at Muong Thanh Luxury Song Han Da NangHotel.”
Aims and Objectives
This thesis investigates the current challenges and potential solutions for enhancing the tourist attraction of the reception department at Muong Thanh Luxury Song Han Da Nang Hotel The focus is on identifying strategies to improve service quality in order to strengthen the hotel's appeal to guests.
- Research systematize theoretical and practical issues about the hotel reception department
- Understand the functions, duties and importance of the reception department at the hotel
To maintain and strengthen the tourist attraction of the receptionist at Muong Thanh Luxury Song Han Da Nang Hotel, a thorough investigation into the entire process and real-life situations is necessary Effective solutions include implementing staff training programs to enhance customer service skills, utilizing technology to streamline check-in and check-out processes, and personalizing guest interactions to create memorable experiences Additionally, the hotel can leverage social media and online review platforms to gather feedback and improve its services, ultimately increasing customer satisfaction and loyalty By focusing on these key areas, Muong Thanh Luxury Song Han Da Nang Hotel can maintain its competitive edge and continue to attract tourists.
- Figure out the strengths and the weaknesses in the procedures of the service quality of the reception department at the hotel
- Suggest some solutions to improving for maintaining and strengthening the tourist attraction of the reception department at Muong Thanh Luxury Song Han Da NangHotel
Scope of the study
This study aims to enhance the process and service quality of the reception department at Muong Thanh Luxury Song Han Da Nang Hotel, with a focus on maintaining and strengthening its appeal as a tourist attraction.
• Space: Reception Department at Muong Thanh Luxury Song Han Da Nang Hotel
• Time: The information and statistics in the period from 2019 to 2020.
Method of the study
In this study, I have used several methods to support my work:
To gather data for this article, I consulted various documents and online resources, including the hotel's official website Additionally, I obtained key figures by reaching out to both the Front Office Manager and the Finance Department.
The descriptive method involves a detailed analysis of real situations within the Reception Department, highlighting effective strategies for enhancing and sustaining tourist attraction based on collected data.
The analytical method is employed to evaluate the current state and identify solutions for enhancing the tourist appeal of the Reception Department at Muong Thanh Luxury Song Han Da Nang Hotel This assessment serves as a foundation for proposing improvements aimed at maintaining and boosting the department's attractiveness to visitors.
Organization of the study
The case study consists of six chapters: Introduction, Theoretical Background, Case Description, Analysis and Evaluation, Difficulties and Solutions, Conclusion and Suggestions.
Chapter 1: Introduction of the graduation paper which includes: Rationale, Aims andObjectives, Scope of the study, Methods of the study as well as Organization of the study These small sections allow readers to get a more general view of the subject of study.
THEORETICAL BACKGROUND
Hotel
The term "Hotel" has evolved over time, reflecting its diverse meanings throughout history According to the World Tourism Organization, tourism encompasses more than just leisure activities; it includes travel and accommodation for various purposes, such as business, for stays outside one's usual environment lasting from 24 hours to less than a year.
A hotel serves as a community of technical facilities and construction equipment, designed to provide short-term accommodation services for profit The range of amenities in hotel rooms varies significantly, from basic mattresses in small spaces to luxurious suites featuring spacious, high-quality beds, dressers, refrigerators, kitchen facilities, flat-screen televisions, and elegant bathrooms.
Hotels offer a significant advantage in the tourism market by delivering high levels of comfort and convenience They provide a diverse range of products and services, ensuring exceptional service quality Additionally, hotels come in various forms, sizes, locations, and ratings, catering to the diverse needs of different customer segments.
The concepts discussed highlight the unique characteristics that set hotels apart from other accommodation options within the hospitality industry, aligning with the current trends in hotel development.
In short, it is possible to understand more deeply the technical facilities of a hotel by the concepts given about the hotel.
To accommodate the diverse needs of various tourists, the hotel industry has evolved significantly In both Vietnam and globally, hotels are categorized based on several key criteria.
Depending on the scale, hotels are classified into the following three categories:
Small hotels typically feature between 10 to 49 rooms and primarily focus on providing accommodation services for guests While many small hotels may not offer additional amenities, they are known for their affordability, making them an attractive option for budget-conscious travelers.
Medium hotels typically feature between 50 to 100 bedrooms and offer a range of guest services, including accommodation, dining, and additional amenities Commonly located in tourist destinations, towns, and resorts, these hotels provide a balanced experience at an average price point, catering to a diverse clientele seeking comfort and convenience during their travels.
Large hotels typically feature over 100 rooms and offer a comprehensive array of services for guests These establishments are often equipped with modern amenities and are usually constructed as high-rise buildings As a result, the room rates in large hotels tend to be on the higher side.
According to this criterion, hotels are classified into 5 categories:
City Center Hotels are strategically located in major urban areas and densely populated cities, catering primarily to business travelers attending conferences and seminars These high-rise establishments are equipped with modern and luxurious amenities, making them ideal for corporate guests Prominent examples can be found in bustling cities like Hanoi and Ho Chi Minh City in Vietnam.
A resort hotel is typically situated in picturesque locations rich in natural resources, such as islands, forests, and mountains, making it an ideal destination for relaxation Many guests visit these hotels to unwind, while others come to explore and study the ecological environment In Vietnam, popular coastal cities like Da Nang, Nha Trang, and Hai Phong are home to numerous resort hotels that attract visitors seeking both leisure and nature experiences.
Suburban hotels are strategically located in the outskirts of cities or urban centers, catering primarily to weekend travelers and business guests These hotels typically attract guests with moderate spending power, offering a range of amenities and services that blend comfort and luxury while maintaining an average quality standard.
Highway hotels and motels are strategically located along major roads and highways, catering to travelers on national routes These establishments primarily offer accommodation, dining options, and essential transportation services, including vehicle repairs and fuel supply, making them a convenient choice for road-trippers and tourists.
- Airport hotel: This hotel is built near the airports Target guests of this hotel are pilots, airline flight attendants, businessmen or guests waiting in transit with short stays.
2.1.2.3 Depending on the level of service delivery.
Hotel classification according to the level of service delivery includes 4 categories:
A luxury hotel in Vietnam, rated as a prestigious 5-star establishment, features expansive facilities equipped with modern and opulent amenities It offers an extensive array of premium services, including top-notch in-room experiences, outdoor recreational activities, and fully equipped meeting and conference rooms, ensuring an unparalleled stay for guests.
- Full-service hotel: equivalent to 4-star hotels in Vietnam The hotel customers have relatively high payment capacity The hotel provides a full range of main services and additional services.
Limited service hotels in Vietnam are typically medium-sized establishments that align with the standards of 3-star accommodations Catering to guests with average payment capacities, these hotels primarily offer essential services along with a few additional amenities They do not require facilities such as meeting rooms or outdoor entertainment options, focusing instead on providing a comfortable and straightforward lodging experience.
- Economy hotel: Economy hotel are hotels with small scale, corresponding to 1-2 star hotels in Vietnam Room rates are low and the main service provider is accommodation.
2.1.2.4 Depending on the form of ownership and management.
It is divided into 3 categories:
A private hotel is owned by an individual investor or a Limited Liability Company, where the investor is responsible for managing and operating the hotel independently This structure means that the investor holds full accountability for the hotel's business performance and outcomes.
- State hotel: It is a hotel with the initial investment capital of the State Business is managed and operated by an organization or company.
Service Quality in the hotel business
Service quality is a crucial determinant for the survival and growth of the service industry, offering numerous advantages such as enhanced customer satisfaction, improved business reputation, increased customer loyalty, and a competitive edge However, defining and measuring service quality has historically posed challenges for scholars, primarily due to the intangible and subjective nature of services.
Service quality is defined as the degree to which a service meets customer expectations and needs, reflecting their overall impression of its excellence or shortcomings In the hospitality industry, it emphasizes the value customers perceive and are willing to pay for, rather than the inputs provided by the service supplier.
Service quality encompasses a broad range of definitions, varying significantly across different types of services Each customer possesses unique perceptions and needs, leading to diverse interpretations of service quality Consequently, there are multiple perspectives on what constitutes service quality.
Service quality is defined as the gap between customer expectations prior to a service experience and their perceptions after the service has been delivered (Asubonteng, 1996).
Service quality refers to the alignment between the delivered service and customer expectations, as highlighted by Lewis and Booms Consistently meeting these expectations is essential for creating a high-quality service experience.
Service quality is defined by the customer's perception after utilizing a service, reflecting the difference between their expected quality and the actual service received Ultimately, for consumers, service quality translates to the degree of customer satisfaction experienced.
2.2.2 Characteristics of hotel service quality
Features of the hotel service quality include:
- Hotel service quality is difficult to measure and evaluate
- The quality of hotel service is only measured and accurately assessed through the direct consumer perception of the hotel products
- The quality of hotel service depends on the location and facilities of the hotel
- The quality of hotel service depends on the supply process service levels of hotel businesses
- Quality of hotel service requires high consistency
2.2.3 Factors to evaluate hotel service quality
The quality of hotel service can be assessed based on many factors:
Hotel service quality is largely determined by customer perceptions, which are shaped by their experiences during their stay Key factors influencing these perceptions include the attitude of direct service staff, the comfort and spaciousness of the accommodations, and the quality of the technical facilities available Customer reviews play a crucial role in reflecting these experiences and shaping the overall assessment of hotel service quality.
- The quality of hotel services can be based on experience: the assessment of passengers drawn after using and experiencing the services provided by the hotel.
The quality of hotel service is reflected in the thoughtful features provided, ensuring a comfortable experience for guests For instance, maintaining an optimal water temperature in the swimming pool prevents discomfort during winter swims Additionally, attentive staff may use vanilla scent spray for guests who enjoy that fragrance, enhancing the overall ambiance Furthermore, the flavors of food and drinks served in the restaurant contribute significantly to the guests' satisfaction and enjoyment.
The quality of hotel services is fundamentally rooted in customer trust, which is often demonstrated through customer reviews that highlight the hotel's market reputation Guests are more inclined to rely on the service quality of hotels that have established a strong and positive reputation in the industry.
From the viewpoint of service consumers, hotel service quality directly correlates with customer satisfaction A hotel that excels in service quality meets customer expectations through various factors, including top-notch facilities, a positive service attitude, a strong reputation, and a memorable customer experience following service use.
2.2.4 The Role of service quality in the hotel business process.
Service quality is a crucial factor in the hospitality industry, playing a vital role in achieving sustainable competitive advantage and building customer trust in a competitive marketplace By focusing on exceptional service quality, hotels can effectively differentiate themselves from competitors, making it a core concept and critical success factor Ultimately, the delivery of outstanding service is essential for a hotel's success, as it is regarded as the lifeblood of the establishment.
Service quality is crucial for a hotel's success, as it not only helps retain existing customers but also attracts new ones, ultimately boosting the hotel's profitability.
High-quality service is essential for businesses to justify higher product prices while preserving their reputation and market position By enhancing service quality, hotels can boost their competitiveness in the industry.
The quality of service significantly influences guests' perceptions of a hotel High-quality service fosters comfort and satisfaction, increasing the likelihood of repeat visits Conversely, poor service can lead to negative experiences, ultimately diminishing guest numbers and harming the hotel's reputation.
In short, service quality plays an important role in the hotel business It is the premise for the later success of the hotel.
Reception Department
The hotel industry has a rich history and exhibits diverse variations across different market environments Typically, the reception department serves as the face of the hotel, welcoming guests and providing essential information about the establishment To accurately define the reception department, it can be described as a vital hub for customer interaction and service.
“The Reception Department is the place to receive and handle all customer complaints and the department that understands all tastes and preferences of customers.” [3]
According to Jerome J Vallen “Reception Department is indeed the heart and the hub and the nerve center of guest activity” [4]
“The Reception Department is one of departments in hotel that operationally relates to the guests” [5]
The Reception Department is a crucial part of a hotel, responsible for greeting guests, managing room assignments, and addressing complaints The quality of service provided by this department significantly influences the overall impression of the hotel As a key player in shaping the hotel's image and driving its growth, the Reception Department can rightly be considered "the nerve center of the hotel."
2.3.2 The Importance of the Reception Department.
The Reception Department, often referred to as the hotel's face, serves as the primary point of contact for guests and acts as the hotel's nerve center Its operations are designed to facilitate guest transactions and enhance overall service delivery.
The Reception Department plays a crucial role in shaping guests' first impressions at hotels, serving as the primary point of communication with hotel staff The quality, courtesy, and promptness of service provided at the reception significantly influence guest satisfaction and their overall experience This, in turn, impacts the hotel's reputation and business success.
The Reception Department serves a dual purpose by offering essential information to hotel guests while also actively promoting and selling hotel products Additionally, it plays a crucial role in advising on guest needs and the overall business performance of the hotel.
The Reception Department plays a crucial role in hotels by directly engaging with guests, creating a positive first impression This interaction fosters customer confidence in the hotel's service quality, ultimately enhancing both guest satisfaction and hotel revenue.
2.3.3 The Duties of the Reception Department.
The Reception Department is a face of the hotel that has several main tasks as follows:
- Checking in and checking out procedures for guests.
- Control and distribution of rooms for guests.
- Provide, introduce information about services inside and outside the hotel for guests.
- Selling rooms and other hotel services.
- Registration of temporary residence, temporary absence for guests.
- Making and maintaining records for guests.
- Receive and resolve complaints from guests.
- Track, update, synthesize the cost of guests.
- Participating in the advertising and marketing of the hotel.
- Participating in the security and safety of the hotel.
- Coordinating with other departments to handle work better.
2.3.4 The Relationship between Reception Department and Other Department in the Hotel.
Figure 2.3.4 The Relationship between Reception Department and Other
Any hotel management system at the Front Office should be connected to different departments Any requests from customers are received by the Reception
Department and contacted with other departments for handling, thus coordinating with other departments and staff members is very important.
The Reception Department staff collaborates with various hotel departments, including Housekeeping, Sales and Marketing, Food and Beverage, Human Resources, Chief Accountant, and Banqueting These departments perceive the front office as a crucial hub for communication and coordination within the hotel.
Effective engineering communication is essential for delivering exceptional guest services, as each department within the hotel maintains a distinct communication link with the Reception Department This collaboration ensures seamless interactions between the Reception and other departments, enhancing overall guest satisfaction Understanding these relationships is crucial for optimizing hotel operations and improving service quality.
Effective collaboration between the reception and housekeeping departments is essential for seamless hotel operations The receptionist oversees room allocation, ensuring proper arrangement, while both departments communicate regularly about room status For instance, when a guest checks out, the housekeeper checks the mini bar and room condition, reporting any incurred costs back to the reception Additionally, the reception must inform housekeeping of guest departures to facilitate timely cleaning arrangements.
The reception department plays a crucial role in shaping the hotel’s business strategy by closely collaborating with the sales and marketing department This partnership ensures that the sales and marketing team has up-to-date information to effectively promote and sell the hotel’s products and services, as well as implement special deals during the booking process and guests' stay Furthermore, the reception department is essential for tracking available room inventory, enabling prompt customer notifications and efficient booking support.
Effective communication between the Food and Beverage Department and the Reception Department is crucial for seamless guest experiences When guests wish to reserve a dining table at the hotel restaurant, the receptionist takes their request and promptly informs the F&B Department This collaboration allows the F&B team to gather necessary details and timing to prepare for the guests' meals Additionally, the Reception Department plays a key role in promoting special programs and events organized by the F&B Department to enhance customer engagement.
Accurately tracking all financial transactions in a hotel is essential for proper management of incoming and outgoing funds It is crucial to investigate and rectify any discrepancies, reporting their causes, whether due to errors or potential fraud.
The Human Resources Department recruits and arranges staff for the Reception Department Besides, the Human Resources Department also assists the Reception Department in training the receptionist profession.
The collaboration between the reception and engineering departments is essential for maintaining customer satisfaction The reception team keeps the engineering department updated on equipment status to ensure timely repairs, preventing inconveniences for guests In turn, the engineering department communicates equipment failures to the reception, enabling staff to inform guests about repair timelines or arrange alternative accommodations when necessary.
CASE DESCRIPTION
Some information about Muong Thanh Group and Brand “Muong Thanh”
Muong Thanh Group is a key player in Vietnam's real estate market, known for its extensive range of low-cost hotels and housing projects located throughout the country, from the north to the south.
In 1993, the enterprise established the Dien Bien Phu Hotel in Dien Bien, which was later ceded to Lai Chau province in 1996 in exchange for land of equivalent value This land became the site for the Muong Thanh Hotel, marking the inception of the Muong Thanh brand in 1997.
Since the first days of operation with many difficulties, Muong Thanh hotels are located on the fringes of urban areas, now many hotels are located in prime locations In
In 2015, the Muong Thanh Group launched the Muong Thanh Hanoi Hotels Center, expanding its portfolio to include locations in Cua Lo, Can Tho, Lao Cai, Saigon, Quang Nam, Quang Binh, and Quang Ngai This development established Muong Thanh as the largest private hotel chain in Vietnam, boasting a total of 45 hotels and hotel projects nationwide.
Not stopping in the country, “Eagle wings” has reached abroad with the project
"Muong Thanh Luxury Vientiane" in Laos showcases the rich ethnic diversity and traditional beauty of Vietnamese culture, emphasizing the warm hospitality that defines the "Muong Thanh" brand Each hotel is uniquely tailored to reflect the distinct characteristics of its regional location, making every stay a memorable experience.
Muong Thanh Group has established itself as a formidable economic entity, operating over 50 hotels and projects, and providing stable employment for more than 8,000 individuals The group contributes significantly to the state budget, amounting to thousands of billions of Vietnamese dong annually Additionally, Muong Thanh Group is committed to social responsibility, investing tens of billions of dollars in poverty alleviation, human development, and talent cultivation, thereby playing a vital role in the socio-economic advancement of both the country and Hanoi.
Picture 3.1.2 Logo of the brand “Muong Thanh”
Muong Thanh is a renowned hotel brand in Vietnam, popular among both locals and international tourists In 2015, the Muong Thanh hotel group undertook a modernization initiative to align its identity with its growth and prestige, focusing on enhancing product quality, facility standards, and prime locations The hotel group now offers a diverse range of 4 and 5-star accommodations tailored to meet the needs of both domestic and foreign guests, categorized into four segments: Luxury, Grand, Holiday, and Muong Thanh.
Muong Thanh Luxury is a luxury 5-star hotel brand located in the heart of
Explore Vietnam's vibrant cities and renowned tourist attractions, where a deep understanding of local culture and exceptional hotel services come together to create an unforgettable experience Enhance your journey by immersing yourself in the rich heritage of the regions you visit, ensuring a comprehensive and memorable trip.
The 4-star Muong Thanh Grand hotels, which are conveniently located in major cities, provide a tremendous pleasure area for all guests for leisure, business, and conventions The charming combination of cultural culinary traditions of ancient villages in the mountainous region of Northwest Vietnam and the art of architecture with modernity of Muong Thanh hotels will undoubtedly provide you with a sense of comfort and immersion in the heartfelt feelings of the local people.
Muong Thanh Holiday offers a diverse range of four-star and higher hotels, strategically situated in popular tourist destinations and resorts throughout the country Each hotel boasts a unique character and identity, complemented by elegant designs and professional service Guests can expect a comfortable stay and memorable experiences during their visit.
Visitors to hotels in the Muong Thanh Holiday section are immersed in magnificent spaces, have experienced distinctive local tourism, and have appreciated the unique regional cultures.
The Muong Thanh sector features a collection of 3-4 star hotels across the country, each offering 80 to 150 rooms Renowned for their thoughtful and professional services, these hotels provide a welcoming atmosphere that ensures a comfortable and private experience, akin to a "home away from home." For travelers seeking affordable yet high-quality accommodations, the Muong Thanh hotels stand out as the perfect choice.
Muong Thanh Hotel Group aims to expand its presence in Indochina, specifically targeting the capitals of Laos and Cambodia for upcoming 5-star hotel projects.
Overview of Muong Thanh Luxury Song Han Da Nang Hotel
Picture 3.2 Muong Thanh Luxury Song Han Da Nang Hotel
Address : 115 Nguyen Van Linh Streets, Hai Chau District, Da Nang City
Email : infor@songhan.muongthanh.com
Website : http://www.luxurysonghan.muongthanh.com
Muong Thanh Luxury Song Han Da Nang Hotel is a premier 5-star establishment within the Muong Thanh Hotel Group, located in Da Nang City As part of a robust portfolio of 53 hotels and projects, it represents the third investment by Muong Thanh in the region In 2019, the group acquired One Opera Hotel and subsequently rebranded it as Muong Thanh Luxury Song Han Da Nang Hotel.
Luxury Song Han Da Nang Hotel The hotel officially opened its doors on November 1st, 2019.
Muong Thanh Luxury Song Han Da Nang Hotel is perfectly placed in the middle of this dynamic city's main thoroughfare Nguyen Van Linh Only 1.5 kilometers from
Da Nang International Airport is conveniently located just 4 kilometers from My Khe Beach and 8 kilometers from Ngu Hanh Son, making it easy for visitors to explore the city's popular attractions such as the Han River, My Khe Beach, and Asia Park Staying at Muong Thanh Luxury Song Han Da Nang Hotel offers travelers a unique and enriching experience in this vibrant tourist destination.
The hotel features 23 floors with breathtaking views of the city and the Han River, offering 201 elegantly furnished rooms equipped with modern technology and luxurious 5-star amenities Guests can enjoy a variety of facilities, including a conference room for 500 people, a swimming pool, a casino, karaoke, a gym, and a spa Complimentary services such as buffet breakfast, public Wi-Fi, and valet parking enhance the experience With its unique design that prioritizes open spaces and panoramic glass views of Da Nang City, this hotel is an ideal choice for both leisure and business travelers.
Since its opening just over a year ago, Muong Thanh Luxury Song Han Da Nang Hotel has quickly achieved significant success As a prominent hotel brand, it has cultivated a strong base of loyal customers, including well-known airlines like Vietnam Airlines and Vietjet The hotel is committed to continuous development and enhancement of its technical facilities to meet the evolving demands of guests while maintaining competitive pricing.
3.2.2 Muong Thanh Luxury Song Han Da Nang Hotel’s operation system.
3.2.2.1 Muong Thanh Luxury Song Han Da Nang Hotel’s organizational diagram.
Figure 3.2.2.1 Organization of Muong Thanh Luxury Song Han Da Nang Hotel
The organizational structure of Muong Thanh Luxury Song Han Da Nang Hotel is divided into various branches, each representing a specific department A Director oversees all hotel operations, from minor tasks to major initiatives, ensuring the alignment of strategic objectives, establishing regulations, and managing the business in response to industry trends and customer needs.
The General Manager oversees the business unit's operations, focusing on strategy, structure, budgeting, personnel, and financial management They establish work quality standards, make strategic planning decisions, allocate tasks across departments, and ensure the smooth functioning of daily hotel operations.
Working under the General Manager has 2 Deputy General managers The
Deputy General Manager is in charge of Sales and FO The other Deputy General
Manager is in charge of food and beverage and housekeeping Deputy General
Effective hotel management involves multiple departments working in tandem, with Sales Managers overseeing and recording business activities and services through departmental reports Key departments include Food and Beverage Management, which handles dining operations, parties, and festivals, as well as Engineering, Security, Human Resources, and Accounting, each with distinct tasks that contribute to the smooth operation of the hotel industry.
In an organization, low-level personnel, referred to as Staff, play a crucial role by taking on the responsibilities of department managers or supervisors These individuals are the primary point of contact for consumers, ensuring their needs are met The Staff members are essential, as they handle the majority of the tasks within their respective departments, contributing significantly to the overall functionality of the organization.
The organizational structure of Muong Thanh Luxury Song Han Da Nang Hotel is straightforward, with each department performing distinct functions and activities Despite their diversity, all departments work collaboratively to enhance and support the hotel's overall business operations.
3.2.2.2 Functions and tasks of each department in the hotel
The organizational structure of Muong Thanh Luxury Song Han Da Nang Hotel is tailored to its size and layout, encompassing various essential departments Key divisions include housekeeping, front office, sales and marketing, engineering, human resources, and food and beverage, each playing a vital role in the hotel's operations and growth These departments carry distinct functions and responsibilities, contributing to the overall success of the hotel.
The Housekeeping Department plays a crucial role in a hotel's operations, being the main provider of products and services that contribute significantly to overall revenue Its primary responsibility is to maintain the cleanliness and tidiness of each hotel room, adhering to established service standards to ensure guests experience comfort during their stay Additionally, the department collaborates closely with reception staff to effectively manage and supervise guests.
The Front Office Department, often referred to as the lobby department, is essential for welcoming guests and managing their check-in and check-out processes As the first point of contact, the receptionist represents the hotel's image, significantly influencing guests' first impressions This department not only promotes hotel services but also contributes to increasing revenue Additionally, it acts as a vital link between various departments, ensuring smooth coordination and efficient operations within the hotel.
The Sales and Marketing Department is responsible for promoting the hotel’s products and services, attracting new guests, and expanding market reach This department conducts market research and analyzes competitor strategies, enabling the development and execution of effective marketing strategies for the hotel.
The Engineering Department is responsible for the management, maintenance, and repair of all hotel equipment and facilities, ensuring everything operates smoothly They play a crucial role in preparing for conferences and seminars by handling stage decorations and overseeing the sound system in the hall.
A hotel's long-term success heavily relies on its workforce, making the Human Resources Department essential for effective staff planning and recruitment This department oversees the organization and evaluation of employees across various hotel departments, while also managing critical aspects such as payroll, employee benefits, and insurance.
Overview of the Reception Department at Muong Thanh Luxury Song Han
The Reception Department of the Muong Thanh Luxury Song Han Da Nang Hotel is conveniently situated on the left side of the main hall, providing a spacious front desk fully equipped for guest check-in and check-out The area is beautifully decorated, featuring a striking blend of Northwest mountain architecture with the hotel's overarching design concept, creating an inviting atmosphere for all visitors.
Group The Reception Unit is regarded as the most crucial and vital component of the
FO Department Because the Reception Department handles nearly all of the major functions of the FO Department.
Picture 3.3.1 Lobby area of Muong Thanh Luxury Song Han Da Nang Hotel
The Reception Department serves as the hotel's face, acting as the first and last point of contact for guests It is the primary interaction hub where visitors engage with the hotel and its staff, shaping their overall experience This department is crucial for addressing client complaints and understanding customer preferences, ultimately influencing the quality of service provided.
The Reception Department plays a crucial role in welcoming guests, managing check-ins and check-outs, and providing essential hotel information and services They handle incoming calls, address inquiries and concerns, offer room options, and manage guest records Additionally, they collaborate with other departments to fulfill guest needs and resolve any issues that may arise during their stay.
The Reception Department is a critical component of the hotel industry.
3.3.2 The organizational structure of the Reception Department.
Figure 3.3.2 Structure of the Reception Department in Muong Thanh Luxury Song
The Front Office Manager (FOM) oversees the hotel's lobby department, ensuring efficient operations and high-quality service for guests Responsible for managing all activities in the lobby area, the FOM also communicates important VIP guest information to the General Manager Additionally, the role involves preparing and analyzing income and expense reports to maintain financial oversight.
The Assistant Front Office Manager (AFOM) oversees the front desk operations in the absence of the Front Office Manager (FOM) and reports directly to them The AFOM is responsible for maintaining high-quality hotel services and ensuring guest satisfaction throughout their stay Acting as a vital link between the lobby and the office, the AFOM manages front-desk responsibilities to guarantee that guests enjoy the best possible experience.
The Hotel Receptionist Supervisor supports the Front Office Manager in effectively managing the reception desk operations This role involves welcoming delegations and VIP guests, while also providing professional training and mentoring to the department staff.
The Receptionist plays a crucial role in shaping the customer experience at both restaurants and hotels, as they are the first and last point of contact for every guest Their key responsibilities include warmly greeting customers, efficiently handling check-in and check-out processes, and accurately gathering reservation details Each interaction, including those by the Receptionist, significantly influences client satisfaction and overall enjoyment.
The Reception Department at Muong Thanh Luxury Song Han Da Nang Hotel operates 24 hours a day, divided into three shifts, with each shift consisting of eight working hours.
Effective communication among staff members during each shift is essential for ensuring that everyone is informed and that tasks are completed smoothly and efficiently.
The hotel receptionist plays a crucial role in determining the success of the establishment, making it essential for them to possess a set of professional skills To enhance their effectiveness and contribute positively to the hotel's reputation, a hotel receptionist should be equipped with key competencies that elevate their performance.
- Understanding the business process, information, activities and services of the hotel.
- Mastering the process of serving guests such as preparing before picking up guests, checking in and checking out for guests,
- Understanding the basics of cultures of other countries to be able to get closer and understand customers better, knowing about the rituals, customs, and psychology of some countries.
- Being able to react quickly, always know how to handle arising situations well
- Staying calm and controlling in all situations
- Having a basic knowledge of accounting, billing, marketing and sales
- Having good foreign language skills
- Having good communication skills and sales skills
- Knowing how to use and proficient use of office computers (word, excel, ) as well as other machines
- Using proficiently the internet to look up information when necessary;
- Using proficiently smile software, the hotel's sales software
A hotel receptionist's primary role involves frequent interactions with guests, necessitating a strong emphasis on professionalism This professional attitude is demonstrated through various key behaviors, ensuring that guests receive the highest level of service and support during their stay.
- Having good looking appearance, neat style
- Smiling when communicating with guests
- Dedicating to work, willing to help as well as answer customer questions
- Having responsibility for the work, not working separately in the shift, not leaving positions while working
- Having honest and trustworthy qualities
- Adhering the rules of the Reception Department as well as the hotel.
3.3.5 Services of the Reception Department at Muong Thanh Luxury Song Han Da Nang Hotel.
The Reception Department at Muong Thanh Luxury Song Han Da Nang Hotel not only manages check-in and check-out processes but also addresses guest requests and complaints Additionally, it offers a variety of services to enhance customer satisfaction and meet the growing demands of guests.
Our currency exchange service operates 24/7, providing convenience for your financial needs We specialize in exchanging major currencies, including USD, EUR, GBP, and JPY, while adhering to legal limits on transaction amounts.
Printing and photocopying services at Muong Thanh Luxury Song Han Da Nang Hotel are exclusively available to hotel guests, providing essential support for business travelers This convenient service simplifies the process of printing and copying documents, catering specifically to the needs of our targeted clientele.
Our postcard mailing service is exclusively available for hotel guests, requiring postcards to be stamped for processing This convenient service enhances communication and facilitates translation for our clients, making it easier to share information while enjoying their stay.
ANALYSIS AND EVALUATION
Analyzing the business situation of Muong Thanh Luxury Song Han Da
4.1.1 The situation of attracting tourists at the hotel.
Total average length of stay
Table 4.1.1 Number of tourists coming to Muong Thanh Luxury Song Han Da Nang
The data reveals a significant decline in visitor arrivals and the duration of stays at Muong Thanh Luxury Song Han Da Nang Hotel between 2019 and 2020.
The total number of visits to the hotel in 2020 was 4,432 guests, a decline of 80% from
2019 (22,164 guests) Domestic tourists account for 3,421 guests, while international visitors account for 1.011 guests However, the number of domestic and international tourists declined by 78.18 percent and 84.4 percent, respectively, as compared to 2019.
In 2019, the hotel recorded a total of 65,739 days spent by guests, marking an 82.6% increase compared to 2020, which saw only 11,456 days Domestic travelers contributed 16,974 days in 2019, while international tourists accounted for 48,765 days However, in 2020, domestic visitor stays plummeted to 9,236 days, reflecting an 81.06% decline from the previous year Similarly, the number of days spent by international guests fell by 14,754 days, resulting in a 77% decrease.
The average duration of stay for hotel guests can be determined by analyzing the total number of guests and their length of stay In 2019, domestic guests averaged three days, while international guests stayed for two days By 2020, both domestic and international guests reduced their average stay to two and a half days, indicating a shift in visitor motivations towards business or conference-related activities rather than tourism, which contributed to shorter stays.
Between 2019 and 2020, Muong Thanh Luxury Song Han Da Nang Hotel experienced a significant increase in domestic guests, primarily visiting for short business stays However, international visitors also had brief stays, largely influenced by the COVID-19 outbreak, which negatively impacted the hotel's overall guest appeal in 2020.
Analyzing the real situation of the Reception Department of Muong Thanh
4.2.1 The facilities of the Reception Department
Order number Name of equipment Quantity
Table 4.2.1 Evaluation of Guests about Facilities of the Reception Department at Muong Thanh Luxury Song Han Da Nang Hotel
In general, the facilities for working in the hotel's reception department are fairly complete, covering all work-related concerns; however, quality is gradually declining.
4.2.2 Reception Staff at Muong Thanh Luxury Song Han Hotel
(Source: Human Resources Department) Table 4.2.2 Labor structure of Reception Department at Muong Thanh Luxury Song
Han Da Nang Hotel in 2019 and 2020
The receptionists at Muong Thanh Luxury Song Han Hotel predominantly hold university or college degrees, with most employees aged between 22 and 40 This youthful and dynamic front desk team embodies enthusiasm and a strong desire for growth, reflecting the hotel’s commitment to excellent service Additionally, the gender balance among staff contributes positively to the work environment.
4.3 Evaluation of Visitors about the Service Quality of the Reception Department at Muong Thanh Luxury Song Han Da Nang Hotel.
4.3.1 Evaluation of visitors about facilities.
In order to acquire a better knowledge of the situation, Muong Thanh Luxury Song Han Hotel conducted a poll of 200 guests on three topics: hotel facilities, receptionists, and service operations.
(Total of guest comment: 200 guests) (Source: Surveys and interviews)
Table 4.3.1 The customer rated the service quality at Muong Thanh Luxury Song Han
Figure 4.3.1 The evaluation of Guests about Facilities of the Reception Department at Muong Thanh Luxury Song han Da Nang Hotel
Very Satisfied Satisfied NormalUnsatisfied Very Unsatisfied
The guests were polled about the Muong Thanh Luxury Song Han Da Nang's facilities using the following criteria: cleanliness, modernity, fullness, and convenience.
The pie chart illustrates the satisfaction levels of tourists who visited Muong Thanh Luxury Song Han Hotel, specifically regarding the Front Office services It reveals that nearly all guests expressed satisfaction with the Reception, highlighting the hotel's commitment to excellent customer service.
Approximately 63% of guests express satisfaction with the department's amenities, indicating they are either very satisfied or satisfied However, 30% of visitors feel that the offerings are merely adequate, lacking any exceptional features This could be attributed to the hotel's long operational history, which may have led to a decline in infrastructure quality, resulting in 7% of clients feeling dissatisfied.
In conclusion, the facility efficiency survey results are acceptable
To enhance visitor satisfaction and drive success in the hotel industry, management must implement effective change management strategies This includes upgrading operational equipment and streamlining payment processes, as well as transitioning from traditional paper invoicing to electronic invoicing solutions.
4.3.2 Evaluation of Guests about Reception Staff.
Very satisfied Satisfied Normal Unsatisfie d
Appearance (presentable uniform, neat hair) of the Reception staff 68 98 34 0
Hygiene of the reception area 141 55 4 0
(Total of guest comment: 200 guests) (Source: Surveys and interviews) Table 4.3.2 The customer rated the service quality of the Muong Thanh Luxury Song
Han Da Nang Hotel’s Reception Department
The table shows the customer assessment of the service quality at the Reception Department of Muong Thanh Luxury Song Han Da Nang Hotel.
The Muong Thanh Luxury Song Han Da Nang Hotel Reception Department consistently receives high ratings for service quality, with guests expressing a strong level of satisfaction Although the convenience of services received slightly lower ratings, the overall feedback indicates that customers are very satisfied with the reception services provided.
Customer feedback indicates that there are no complaints regarding the appearance of the receptionist or the cleanliness of the reception area However, the highest percentage of dissatisfied customers pertains to the convenience of services, closely followed by concerns about service skills.
To enhance the quality of the Reception Department at Muong Thanh Luxury Song Han Hotel, it is crucial to focus on upgrading facilities and improving the service skills of Receptionists Additionally, leveraging the department's strengths in customer consultation will further elevate service quality to meet essential customer needs, ultimately contributing to the hotel's overall business success.
4.3.3 Evaluation of Guests about Service Procedure.
Very satisfied Satisfied Normal Unsatisfied Very
The receptionist staff during staying 100 64 29 7 0
(Total of guest comment: 200 guests) (Source: Surveys and interviews)
Table 4.3.3 Evaluation of guest about the Service Procedure
The feedback from guests regarding the food and beverage service at Muong Thanh Luxury Song Han Da Nang Hotel indicates a generally positive experience Ratings for key aspects such as check-in, check-out, reservations, and overall service during their stay reflect satisfaction among visitors.
As a 5-star hotel, maintaining high standards is essential, which is reflected in the positive feedback from guests regarding the front desk staff, with over 60% expressing satisfaction The professionalism and attitude of the staff are particularly appreciated, with a remarkable 95% approval rating However, challenges remain in the check-in, check-out, and payment processes, leading to some negative reviews A key issue arises from the reservation department being closed on Sundays, resulting in delays for guests who arrive shortly after making a reservation, as front desk employees must create new bookings on-site.
Sunday represents 18% of all complaints, prompting the receiving department to propose to the Board of Directors that the sales department operate on Sundays to support the FO department in addressing this issue.
The check-out and payment processes currently face an 8% client dissatisfaction rate, primarily due to delays caused by a post-epidemic staffing shortage The receptionist's role is limited to notifying the room department, while housekeeping handles information processing and room inspections Although the addition of more room staff has significantly improved the check-in speed after guests depart, challenges remain in the payment process The hotel's policy requires payment before check-in, leading to some guest dissatisfaction as they prefer to pay at check-out To address this, the front desk must handle customer interactions with skill and care to encourage timely payments Additionally, the reliance on paper invoices continues to frustrate guests, as the process of issuing these invoices is time-consuming.
However, this is a change that must be approved by the entire company, so ideally the hotel will switch to electronic bills as soon as feasible.
To enhance customer satisfaction at the Front Office department, it is essential to improve service processes and foster collaboration with other departments, ensuring a positive experience for visitors from arrival to departure.
DIFFICULTIES AND SOLUTIONS
Some difficulties to face
Muong Thanh Luxury Song Han Da Nang Hotel, a prestigious 5-star establishment, is part of the Muong Thanh Group, the largest hotel chain in Vietnam Since its opening over a year ago, the hotel has quickly garnered significant accolades and recognition.
In 2019, the Muong Thanh Luxury Song Han Da Nang Hotel experienced significant sales growth, solidifying its market position The Reception Department plays a crucial role in the hotel's operations and serves as a key revenue source, being the first point of contact for guests and a platform for their feedback Despite receiving high praise for service quality, the department encounters various challenges that impact its performance.
- Covid-19 epidemic causes the number of visitors to the hotel less and the revenue to decrease.
- Poor facilities such as elevators, slow fax machines, old air conditioners that are not cool enough Therefore, it is not able to meet the needs of customers.
- The number of employees is currently small, leading to a shortage of staff in the peak season.
The sudden and complex nature of the epidemic has resulted in significant challenges, particularly for the hotel industry, where revenues have plummeted This sharp decline has made it difficult to maintain stable income for employees and sustain hotel operations.
The recent salary cuts have resulted in increased workloads due to understaffing, leading to employee discouragement and diminished productivity, ultimately resulting in higher resignation rates.
The market competition is intensifying as numerous tourist accommodations and hotels equipped with modern amenities emerge, implementing various incentives to draw in customers Increasingly common promotions, discounts, and tour packages are being utilized to enhance customer appeal.
From the difficulties above, the department managers, boards of hotel management need to take measures to improve the above situation and attract guests to the hotel.
5.2 Some solutions for maintaining and strengthening the tourist attraction of
Reception Department at Muong Thanh Luxury Song Han Da Nang Hotel.
Muong Thanh Luxury Song Han Hotel, a 5-star establishment under the Muong Thanh Group, has quickly secured a strong reputation among guests within just over a year of operation This success is attributed to the dedicated efforts of the hotel staff at all levels To maintain and enhance these achievements, the leadership at Muong Thanh Luxury Song Han Da Nang must implement strategies to improve and innovate service quality, ensuring maximum customer satisfaction in a competitive landscape filled with new hotels featuring advanced facilities.
The Front Office department plays a crucial role in customer interaction, serving as a vital link between the hotel and its guests To enhance customer satisfaction and uphold a positive hotel image, it is essential to continuously improve service quality, especially during challenging economic times and intense competition The first impression created by the Reception Department significantly influences guests' perceptions, making its service quality paramount Focusing on enhancing the Reception Department's service quality is a strategic initiative that yields numerous benefits, positively affecting the hotel's business performance and fostering long-term growth Here are several solutions to maintain and boost tourist attraction at the Reception department.
5.2.1 About facilities and equipment of the department.
The Muong Thanh Luxury Song Han Da Nang hotel offers quality technical facilities and equipment, ensuring a satisfactory experience for guests However, some equipment has begun to show signs of wear and may not consistently meet service standards To enhance guest satisfaction, it is essential to address these issues promptly and implement necessary improvements.
- Continuing to further strengthen equipment maintenance Besides, replace equipment is old and used for a long time.
Upgrading outdated equipment and addressing issues within the Reception Department are essential steps to enhance service quality For instance, resolving the slow fax machine, repairing the broken computer, and alleviating the overload on Smile management software will significantly improve operational efficiency and customer satisfaction.
- Checking and maintaining the elevator system to help the elevator's operation better.
- Checking the air conditioning systems, electric lights, speakers, televisions and other machines to avoid dust or damage.
- Adding more books and newspapers on the bookshelf.
Investing in a comprehensive walkie-talkie system is essential, as currently, there is only one device available for inter-departmental communication This limitation often leaves employees without adequate equipment to effectively connect with other teams, hindering collaboration and efficiency Upgrading the walkie-talkie system will enhance communication across departments, ensuring that all employees are equipped to stay connected and informed.
- Cleaning regularly equipment, tools, decorative items at the department to avoid dust.
To enhance guest comfort during peak seasons or large group arrivals, it's essential to arrange multiple tables and chairs in the hotel lobby This setup allows guests to sit comfortably, preventing overcrowding and maintaining the aesthetic appeal of the lobby.
- Arranging and redecorating the front desk so that it is neat and eye-catching to create a sense of comfort for guests.
Implementing the suggested remedies will create an optimal environment for receptionists to excel in their roles, leading to enhanced guest satisfaction This, in turn, contributes to the overall improvement of the hotel's service quality and boosts revenue.
Due to the current staffing situation, the department operates with only five staff members, resulting in one employee per shift who manages multiple responsibilities such as pre-check-in, check-in, check-out, answering phone calls, and processing payments Enhancing the qualifications and skills of the reception staff is crucial for improving service quality in the Reception Department Effective strategies for skill enhancement include targeted training programs, ongoing professional development, and performance feedback.
- Encouraging and prioritizing candidates with high educational and professional qualifications, proficiency in foreign languages, know how to handle situations, and have a lot of experience.
- Organizing professional training and fostering sessions for employees.
- Adding constantly personnel to ensure the number of personnel for the operation in the department.
- Introducing a policy of rewarding and increasing salaries for employees so that they can be proactive and active in their work.
Implementing the aforementioned measures can enhance the skills and expertise of the receptionists, thereby improving the overall service quality of the Reception Department at Muong Thanh Luxury Song Han Da Nang Hotel.
The Reception Department should streamline the check-in and check-out process by regularly updating the status of arriving and departing guests, ensuring that essential procedures like preparing room keys and breakfast vouchers are completed in advance Staff should engage more with all guests, including VIPs and regulars, to foster a warm and friendly atmosphere that conveys attentive service It is crucial to maintain a respectful demeanor, avoiding any gestures or language that could be perceived as offensive or discriminatory towards customers.