STATEMENT OF AUTHORSHIP MINISTRY OF EDUCATION AND TRAINING FACULTY OF ENGLISH DUY TAN UNIVERSITY GRADUATION THESIS DO THI KIM PHUONG AN INVESTIGATION INTO THE CHARACTERISTIC OF GUESTS AND SOME SOLUTIO.
MINISTRY OF EDUCATION AND TRAINING FACULTY OF ENGLISH DUY TAN UNIVERSITY GRADUATION THESIS DO THI KIM PHUONG AN INVESTIGATION INTO THE CHARACTERISTIC OF GUESTS AND SOME SOLUTIONS TO ATTRACTING PROSPECTIVE GUESTS AT ANH NGUYET HOTEL GRADUATION THESIS IN SOCIAL SCIENCES AND HUMANITIES DA NANG – MAY 2021 MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION THESIS DO THI KIM PHUONG AN INVESTIGATION INTO THE CHARACTERISTIC OF GUESTS AND SOME SUGGESTIONS TO ATTRACTING PROSPECTIVE GUESTS AT ANH NGUYET HOTEL Major : ENGLISH FOR TOURISM Code : 702 SUPERVISOR: NGUYEN THI BAO YEN, M.A DA NANG – MAY 2021 DA i ACKNOWLEDGEMENTS I would like to express my gratitude to all those who help and give me ideals to make this graduation paper Firstly, to complete this graduation, I would like to express my deep gratitude to Mrs Nguyen Thi Bao Yen who has given dedicated guidance, useful knowledge and experiences during the process of writing this graduation paper It’s lucky when having a conscientious supervisor who shared and encouraged me so much to finish this report Secondly, I would like to thank all of the teachers at Duy Tan University, especially those of Foreign Languages Department for teaching me during years All experience and English skills I acquired from my teacher of Foreign Languages Department at Duy Tan University helped me so much in finishing my graduation, so I would like to express deepest gratitude to them The knowledge acquired in the learning process is not only for the foundation for the graduation research process but also the precious baggage for me to come into the life Thirdly, I would like to thank Anh Nguyet Hotel for creating favorable conditions for me to practice in the company I would like to thank Ms Mai Thi Khanh Ly, General manager, who has help me in the data collection process Finally, thank for my family and friends because of their encouragement Those helped me to overcome obstacles and difficulties They not only supply me with their advice to make me a sustained effort but also give useful ideas to me ii 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, May 5th, 2021 Do Thi Kim Phuong iii ABSTRACT In hotel business, tracking and analyzing guest characteristics are really important It helps the hotel come up with the right strategy to attract prospective guests in the future From there, improving the number of customers and increasing revenue of the hotel Once this research is done, the hotel will have a clearly look at the strengths, weaknesses, opportunities and threats in business They will better understand the characteristics of the potential customer group through comparing and analyzing the characteristics of domestic and international guests Since then, giving out sales strategies and promotions suitable to attract customers both during the low season and the high season With the aim investigation into the characteristic of guest to attracting prospect customers at Anh Nguyet 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 iv LIST OF TABLE Table 3.1 Rooms classification table 13 Table 3.2 Table of domestic visitors (from January,2019 to December,2019) 17 Table 3.3 Table of international visitors ( from January,2019 to December,2019) 18 Table 3.4 Table of domestic visitors (from January,2020 to December,2020) 19 Table 3.5 Table of international visitors (from January,2020 to December,2020) 20 v LIST OF FIGURES Figures 4.1 The chart given illustrate the time of booking of .24 domestic visitors .24 Figures 4.2 The chart given illustrate the length of stays of .25 domestic visitors .25 Figures 4.3 The chart given illustrate the time of bookings of 28 international visitors 28 Figures 4.4 The chart given illustrate the length of stay of 29 international visitors 29 vi LIST OF ABBREVIATIONS DTU: Duy Tan University FLD: Foreign Language Department OTA: Online Travel Agent TA: Travel Agent vii TABLE OF CONTENTS ACKNOWLEDGEMENTS i STATEMENT OF AUTHORSHIP ii ABSTRACT iii LIST OF TABLES .vii LIST OF FIGURES v LIST OF ABBREVIATIONS .vi CHAPTER 1: INTRODUCTION 1.Rationale Aims and Objectives .2 2.1 Aims 2.2 Objectives Scope of the Study Method of The Study Organization of The Study CHAPTER 2: THEORETICAL BACKGROUND 2.1 Hotel Industry .4 2.1.1 Concepts of Hotel & Hotel Business 2.1.2 Characteristics of Services 2.2 Customers Behaviors in Hospitality Industry .5 2.2.1 Concepts of Customers Behavior 2.2.2 Understanding Customers Behavior 2.3 Marketing in Hotel Business 2.3.1 Concepts of Marketing .6 2.3.2 The Strategy of Marketing in Hotel Business .7 ... Agent vii TABLE OF CONTENTS ACKNOWLEDGEMENTS i STATEMENT OF AUTHORSHIP ii ABSTRACT iii LIST OF TABLES .vii LIST OF FIGURES v LIST OF ABBREVIATIONS... illustrate the time of bookings of 28 international visitors 28 Figures 4.4 The chart given illustrate the length of stay of 29 international visitors 29 vi LIST OF ABBREVIATIONS... number of tourists to Danang The development of tourism has created conditions for the hospitality industry to develop In the hotel business, the number of guest is affected revenues and profits of