INTRODUCTION
Rationale
The tourism industry is one of the largest and most competitive sectors globally, playing a crucial role in Vietnam's economic development It creates numerous job opportunities and generates significant revenue, enhancing the quality of life for many In this context, Da Nang city has emerged as a prime tourist destination, with Blossom Resort offering exceptional services to meet the diverse needs of travelers Featuring modern architecture inspired by Vietnamese-Japanese design, the resort boasts stunning views of the Han River and Asia Park, along with a variety of amenities at reasonable prices Guests can enjoy local attractions, including the ancient town and museums, as well as dining options in the resort's restaurant and lobby bar However, despite these advantages, the resort faces challenges that hinder its business growth and ability to attract visitors, prompting an investigation into the catering service quality of the F&B Department at Blossom Resort and potential solutions.
In this survey, I would like to learn and research in depth about the pros and cons of Blossom Resort's catering service quality of F&B Department.
Aims and Objectives
There are 3 main aims in this finding:
Help teachers and students acquire or comprehend knowledge about the resort as well as catering activities inside there.
Survey the serving guest process of catering service.
Find out the roles and importance of catering service for each object then offer some solutions to overcome limitations and advance service quality, attract customers …
The study has 4 objectives below:
To find out and describe unique features of Blossom resort.
To identify and analyze the factors affecting services quality.
Research and evaluate resort’s reality situation in Food and Beverage field.
To examine catering service’s advantages and disadvantages.
To analyze and evaluate solutions to improve the catering service quality.
Scope of the study
This part would pay attention to two mains areas:
To gather comprehensive information about the resort, I focus on key aspects such as its size, available facilities, service quality, and current status Utilizing a combination of observational methods and online resources, I effectively compile these insights for a thorough analysis.
From 2018 to 2020, I conducted an analysis and evaluation of the catering service quality, leveraging the knowledge and experience gained during my internship to inform my findings.
From that, suggest solutions and recommendations to improve the quality and attract tourists to Blossom resort in 2021 depend on current reality at Blossom resort.
Methods of the study
Selecting correctly and applying scientific research methods affect a lot the success of the topic I used following methods:
The observational and collecting method: The documents on this study are observed from staff’s working and collected from books, the Internet and resort’s F&B department related to catering service.
The statistical and general methods: After collecting information and data, I arranged them logically This helped me to have an overview of the research.
The comparative and analytical methods: This method helps me to answer questions about some important issues and factors related to research then I could offer solutions to improve it.
Organization of the study
In addition to the table of contents, list of tables, figures, pictures and chart, list of references, the graduation thesis includes five chapters:
Chapter 1: Introduction – Shows the rationale to choose the topic, the aims and objectives, the scope, the methodologies and the organization of the study.
Chapter 2: Theoretical background – This part will introduce theories related to the resort and catering service.
Chapter 3: Case description It focuses on describing the organizational structure and how catering service work at Blossom resort.
Chapter 4: Analysis and evaluation Analysis and evaluation catering service at Blossom resort would be described This section outlines the strengths and weaknesses of the service.
Chapter 5: Difficulties and solutions Depending on chapter 4, I will present some difficulties in the recent situation of service in this chapter and offer solutions for each case to improve service quality.
Chapter 6: Conclusion and suggestions This part is the summary of research’s finding Moreover, from my own perspective, I give some suggestions for improvement for Blossom resort, tourism major of the English department and Duy Tan University.
THEORETICAL BACKGROUND
Resort
As people's economic conditions improve, there is a growing desire for comfort and relaxation, leading to an increased demand for travel as a form of entertainment This trend has resulted in a rise in the use of accommodation facilities, particularly resorts But what exactly is a resort?
There are some resort’s definitions from different sources in this part, make it easy to understand clearly.
A resort is a destination designed for relaxation and vacation, ranging from hotels to entire islands or cruise ships One of the key benefits of staying at a resort is the relief from daily responsibilities, as the staff manages most tasks Resorts typically offer a variety of activities, including massages, dining options, cosmetic treatments, and live entertainment, enhancing the overall experience for visitors.
A resort is a specialized type of hotel designed to provide relaxation and recreation for guests Typically referred to as a "resort hotel," these establishments offer not only accommodations but also a wide range of amenities and activities, making them ideal for a comprehensive getaway experience.
Categorizing resort depends on many different standards These types will be clarified in this part so that you can understand easily.[3]
(i) According to purpose and location
These types make it easy to understand through its name because it clearly represents the resort’s purpose and location:
These are some common types that popular for tourist To Viet Nam, because of our long coastline, almost resorts are located at the seaside.
(ii) According to primary target
This type consists of 3 main styles:
The complex resort is essentially a town, a city consisting of many hotels that target the essential and famous local amenities and services.
The resort complex fosters a symbiotic relationship with nearby locations, offering a variety of amenities including multiple restaurants, entertainment options, retail stores, and conference hotels.
Destination resorts are situated in renowned tourist hotspots worldwide, drawing visitors who prefer to stay in these accommodations Typically, guests enjoy an average stay of around 10 days, making these resorts a popular choice for travelers seeking extended vacations.
Specialized tourism area: Often adding lively entertainment forms
Conference Hotel: Specializing in providing conference rooms, exhibition halls, galleries, restaurants, retail stores, medical facilities,
This is a combination between casino and resort with a large scale.
It brings a lot of benefits, there may be specialty restaurants, golf courses, spa health care, modern services in casino,
Including hotels in the city that are renovated Many places also have spa clusters, casino, theater clusters, shopping areas, historic buildings and archaeological works,
Non-destination resorts are characterized by their location in lesser-known or obscure areas, contrasting with popular destination resorts These resorts may be challenging for visitors to reach, often requiring several hours of travel.
It is usually considered the smallest type, including only one or two utilities and major resort services Therefore, it is not self- contained.
2.1.3 Some Types of Resort Service
To create a successful resort, it's essential to integrate various services that enhance visitor comfort Key accompanying services for a standard resort include dining options, recreational activities, spa facilities, transportation, and concierge assistance, all aimed at providing a comprehensive and enjoyable experience for guests.
At least, they typically have accommodation and catering services. Besides, there are some comforts that may consist of such as:
- Spas, saunas, and other wellness-related businesses
- Sports tailored to the environment, from ocean snorkeling to mountaintop skiing, …
- Tour to local landmarks and archaeological sites
- Gym’s fitness, sports coaching, swimming pool,…[4]
2.1.4 Some Types of Resort Guest
In the hospitality industry, particularly in resorts, prioritizing customer satisfaction is crucial as it directly influences operational efficiency To enhance convenience for guests, customers are typically categorized into four main groups Tourists are primarily classified into two overarching categories: domestic and international visitors, each encompassing specific subtypes.
Budget travelers typically pack essential items in their backpacks and carry minimal cash, opting for stays in developing countries or affordable accommodations These young adventurers seek destinations that offer challenges, such as mountainous regions or locations with breathtaking scenery.
Typically, these customers are close-knit families or groups who plan their trips well in advance They prefer to travel during holidays or days off and often utilize travel agencies or conduct their own research to create their itineraries While they may incur higher costs compared to booking through intermediaries, they prioritize privacy and a warm, personalized experience during their travels.
Senior travelers prioritize services that cater to their self-care and health needs, often seeking tranquil destinations ideal for relaxation While many prefer serene environments, some still crave adventure and may opt for bustling locations like casinos or ski resorts over traditional beach or lake getaways This demographic is willing to invest significantly in their travel experiences, aiming to enjoy a comfortable lifestyle during their retirement years.
It is different from other types, company travelers undertaken travel that relate to work or business.
Travelers often seek convenient local transportation, diverse food options, and affordable accommodations They generally prefer to stay close to public transit hubs, conference centers, and major corporate offices Additionally, having access to a business center can significantly enhance their experience.
Catering Service in Resort and the Criteria of Resort Catering
Catering services play a crucial role in shaping the operation and branding of resorts and accommodation establishments within the tourism industry Essentially, catering refers to the provision of food and beverage services, which significantly enhance the guest experience and contribute to the overall appeal of the destination.
Catering refers to the provision of food services at various locations, including hotels, hospitals, pubs, aircraft, cruise ships, parks, filming sites, entertainment venues, and event spaces.
“Catering is the business or activity of providing food and drink at events, for organizations, etc.”[7]
To meet the needs of tourists as well as increase revenue and create their own brand, the resort has divided catering service into two main categories.[8]
On-premise catering is generally more convenient, as it takes place at locations like hotels, convention centers, and restaurants, allowing for easy access to resources However, it comes with capacity limitations, restricting the number of guests you can host In contrast, off-premise catering offers the flexibility to accommodate larger events, particularly outdoors, where there are no restrictions on guest numbers This makes off-premise catering an ideal choice for hosting significant gatherings.
Mr Schmidt highlights that off-premise catering can be more lucrative than in-house catering, as it allows caterers to avoid the costs associated with owning, renting, and maintaining a venue for events.
Most of the times the business will charge a fee for the event to be off- site.
With off-premise catering “several problems must be anticipated regarding the off-premise facilities in which the final production and service for functions takes place.” : Mr Scanlon.
Every time there is an event away from the restaurant the food is prepared there and then is transported to the location.
2.2.1.3 The roles of the catering service
In a tourist facility, especially a resort, each business sector plays a crucial role in enhancing and developing the overall experience Among these, catering services are vital as they not only satisfy guests' culinary needs but also contribute significantly to the facility's reputation and guest satisfaction By working in harmony with other departments, catering services help create a memorable stay, ultimately driving the success of the resort.
For tourists, catering services play a vital role by fulfilling essential needs and ensuring efficient service, while also offering unique and memorable culinary experiences These services can often serve as a primary motivation for travel, as they create lasting impressions and inspire confidence in exploring local culinary cultures For food enthusiasts, gastronomy is viewed as an art form that not only generates economic value but also provides spiritual benefits, allowing individuals to relax and alleviate stress.
This service is crucial for business growth, acting as a bridge that draws visitors to facilities and encourages them to utilize additional services Its primary goal is to enhance revenue and profit, while the quality and diversity of offerings help resorts build a strong reputation and effectively promote their brand Furthermore, it attracts both domestic and international tourists, contributing to the positive image of the country through exceptional service quality.
Catering services are vital for resorts and tourists, significantly influencing human resources by addressing unemployment and enhancing the income of employees Additionally, they foster competition and encourage the professional growth of each staff member.
(iv) For Food Processing Industry
Catering services play a crucial role in the food processing industry by facilitating the consumption of beverages, agricultural products, seafood, and various food sources This interconnectedness between catering and food processing not only supports each other but also fosters mutual growth, ultimately contributing to the overall economic development.
2.2.1.4 Features of the Catering Service
To effectively run a catering service, it is essential to grasp its key characteristics and provide appropriate guidance Through careful research and selection, we can identify the five fundamental features that define a successful catering service.
Food safety and hygiene are crucial for guests, as they seek not only delicious and visually appealing meals but also a secure dining experience To achieve this, it is essential to invest in high-quality tools and equipment that establish a professional kitchen environment while ensuring guest comfort.
Because of service development, customer satisfaction is the most important factor and courtesy, sophistication and flexibility are needed for that.
The caterer represents the essence of the catering service, receiving professional training to ensure exceptional customer service They work collaboratively and adaptively in teams, effectively managing any situation that arises for clients.
According to Sandydumont.com: “Catering services must go beyond just serving food.”
To create fresh things for this service, the facilities have incorporated other services, as guests can enjoy food while taking a dip in the pool.
Since the customers are different, the flexibility to change the menu is necessary This also reduces boredom in meals, improving customer satisfaction.
2.2.1.5 Factors Affecting the Catering Service
The quality of catering services at a resort is a key determinant of customer satisfaction, as it directly influences the overall guest experience A resort that excels in catering service quality effectively meets the needs and expectations of its customers Several critical factors contribute to this quality, including the adequacy of facilities, the professionalism of staff, the efficiency of the customer service process, and various other elements that collectively enhance the dining experience.
In the catering business, maintaining high standards of food hygiene, safety, and aesthetics is essential To achieve this, resorts must invest in specialized technical facilities, including cold storage to keep ingredients and processed foods fresh Additionally, the quality and appearance of dining equipment, such as tables, chairs, and utensils, play a crucial role in creating an appealing dining experience.
The human factor is crucial in shaping customer perceptions, as the professionalism and skills of restaurant staff significantly impact service quality Even with modern facilities, a lack of trained personnel can lead to unsatisfactory experiences Therefore, it is essential for restaurant employees to receive professional training, possess strong foreign language skills, and be capable of flexible communication and problem-solving Additionally, a respectful and cheerful attitude towards customers, along with a collaborative work spirit, is vital for delivering exceptional service.
CASE DESCRIPTION
Overview of the Blossom Resort
3.1.1 History, Scale and Location of Blossom Resort
Managed by: Khoi Phat limited liability company.
General manager: Nguyen Thi Thanh Binh
Lot A1-A2 Zone of Villas of Green Island, Hai Chau District, Da Nang City. hrgblossomvn@gmail.com https://www.theblossomhotels.com/
The Blossom Resort, established by a Japanese entrepreneur and operated by Khoi Phat Limited Liability Company, features distinctive Japanese architecture and design Officially opened on April 9, 2015, the resort is the first in Da Nang, situated in the Green Island Villas at the heart of the city, alongside the Han River This prime location offers tourists easy access to Da Nang International Airport and popular attractions such as Hoi An Ancient Town, Marble Mountains, and Cham Tower Additionally, the resort boasts a collection of luxurious villas and hotels, fully equipped with modern amenities.
The Blossom Resort features 30 elegantly designed accommodations, including 17 hotel rooms and 13 villas, all inspired by a blend of traditional and modern Japanese aesthetics Guests can choose from a variety of room types, such as Deluxe King, Single and Double Bed Deluxe, Executive Villa, Superior King, Single Bed Premier Deluxe, and Suite 1 Bedroom, tailored to their preferences and needs The resort offers a range of amenities and services, including a swimming pool, spa, sauna, scenic gardens, and 24/7 reception, ensuring an unforgettable stay in Da Nang Notably, the spa area boasts an authentic Onsen bath, allowing visitors to indulge in a unique Japanese bathing experience right in the heart of the resort.
Experience the vibrant atmosphere of Da Nang at The Blossom Resort, where guests can enjoy a variety of nearby entertainment options Explore the lively Helio Night Market, visit the thrilling Asian Park, and indulge in delightful coffee shops and eateries, all offering stunning views.
Especially, the resort received “Award Winner 9.0 out of 10” award from Booking.com 2015 and 2016 and high rankings on TripAdvisor.
Picture 3 : Map of Blossom resort
3.1.2 The Organizational Structure of Blossom Resort
Student: Le Hoai Ngan Code: K23.702
GRADUATION THESIS 19 Supervisor: Phan Thi Thuy Tien, M.A
Figure 1: The Organization of Structure of Blossom Resort
Resorts consist of various divisions, each playing a crucial role in their overall operation and sustainability This article will outline the functions of these essential departments.
The General Manager is responsible for developing strategic business plans aimed at fostering company growth and ensuring the achievement of objectives established by the board of directors.
Executive Secretary: The task of this position is to support
General Manager to run the resort and to solve resort’s issues.
Human Resource Division: They assist other departments in recruiting as well as manages salaries, personel and health related matters.
Room division Entertainment F&B Engineering Marketing
Housekeeping Division: Responsible for checking rooms after guests go to tell F.O and cleaning the room to welcome new guests In addition, there are also laundry services for guests.
Accounting Division: Responsible for accounting, recordkeeping, income control and sales.
The F&B Division is tasked with overseeing all food and beverage operations within the resort This includes checking and preparing materials, managing inventory, processing meals, and reporting any excess food and ingredients Additionally, the division ensures compliance with food hygiene and safety standards.
F.O: Responsible for operating the front desk, doing tasks related to check-in and check-out procedures They are also responsible for the reservation of the booth, the telephone system, the porter, and the duty.
Engineering Division: Implement a system maintenance program to prevent potential problems with resort equipment, ensuring they are not damaged by regular maintenance and repair, ensure security for guests and resorts.
Entertainment Division: Find out the needs and design suitable programs, organize parties, parties, games when required It also consists of spa, swimming pool, gyms,…
Marketing and sales teams analyze and forecast the tourism market to develop effective strategies for attracting visitors They create promotional materials such as banners, catalogs, and engaging social media content to enhance the destination's image By organizing programs and activities, they aim to impress tourists, ultimately improving quality and maximizing sales Their efforts focus on selling accommodations, souvenirs, and food, driving customer engagement and boosting revenue.
3.1.3 The Services and Facilities of Blossom Resort
For the accommodation, facilities and services are two of the most important factors determining the image and satisfaction of customers.
Blossom Resort, a distinguished 4-star destination, offers a total of 30 elegantly designed accommodations, including 17 hotel rooms and 13 Japanese-style villas Guests can choose from five distinct room types: Standard Double Room, Superior King Bed Room, Deluxe Room, Premier Room, and Villa, ensuring a tailored experience for every visitor.
Type of room Bedding Size View
Standard double room Double 22 m 2 Garden
Superior king bed King 40 m 2 Garden
Premier/Premium King 35 m 2 Garden/River
Table 1: The Room System of Blossom Resort
Most of the facilities below are available in all room types, but safety deposit box will only be available in Premier/Premium rooms and Villas.
( Tower, hairdryer, bathtub, mirror, soap, comb, toothbrush,…
For the convenience of serving and meeting the needs of different types of guest, the rooms at the resort are divided into several categories.
Experience comfort in our Standard Double Room, spanning 22 m² and featuring a cozy double bed Ideal for up to 2 adults and 2 children under 6 years old, this room does not accommodate extra beds Enjoy a complimentary 30-minute foot massage during your stay for added relaxation.
Experience luxury in our Superior King Bed Garden View room, spanning 40 m² and featuring a spacious double bed with stunning views of My Khe Beach Ideal for families, this room accommodates up to 2 adults and 2 children under 6 years old, and offers the option for an extra bed to ensure a comfortable stay.
Experience luxury in our Superior King Room with a stunning river view, spanning 27 m² Ideal for up to 2 adults and 2 children under 6, this room offers a serene escape without the option for extra beds Enjoy a complimentary foot massage for two during your stay, enhancing your relaxation experience.
Experience luxury in our Deluxe King Room with a serene garden view, featuring a spacious 27 m² layout Ideal for up to 2 adults and 2 children under 6, this room does not accommodate extra beds Enjoy a complimentary foot massage for two during your stay, enhancing your relaxation and comfort.
Experience luxury in our Deluxe King Bed Street View room, spanning 30 m² and offering picturesque street views This room accommodates up to 2 adults and 2 children under 6 years old, with no capacity for an extra bed Enjoy a complimentary foot massage for two during your stay, enhancing your relaxation experience.
SPA OFFERS - DELUXE TWIN BED - GARDEN/RIVER VIEW: The
2 adults and maximum 2 children (under 6 years old) There is no capacity for extra bed Free foot massage for 2 people per stay.
The Premier Deluxe Double Room spans 36 m² and offers a scenic river view, complete with a balcony and yard This room accommodates up to 2 adults and 1 child under 6 years old, and smoking is permitted An extra bed can be added for an additional fee of 970,000 VND per night.
Catering Service of F&B Department at Blossom Resort
3.2.1 Overview about the Catering Service of F&B Department at Blossom Resort
The restaurant and lobby bar are essential areas for catering services at the resort, designed to meet customer needs and enhance the overall experience Strategically located next to the Front Office, the lobby bar offers convenience for both staff and guests Catering services play a crucial role in welcoming visitors, maintaining cleanliness in dining areas, and ensuring effective collaboration among different teams and divisions.
Number of employees: 15 staff (12 restaurant staff + 2 lobby bar staff).
Working time is specified as follows:
The morning shift, running from 6:00 AM to 2:00 PM, requires a substantial workforce at the resort due to the high volume of tasks involved Staff are needed to prepare materials and tools for daily meal preparations, clean the service area, and serve lunch to guests Additionally, this shift caters to guests at the lobby bar in the morning, highlighting the importance of adequate staffing during these busy hours.
Shift A (afternoon) from 14:00 to 22:00: The employees working in this shift will complete the rest of the morning and continue to perform assigned tasks.
The night shift, running from 10 PM to 6 AM, requires only two staff members at the lobby bar Despite the challenges of this late hour, the staff is tasked with serving drinks to guests, maintaining cleanliness, and preparing for the morning shift.
3.2.2 The Organization Structure of Catering Service at Blossom Resort
Figure 2: The Organization Structure of Catering Service Division at
Blossom Resort 3.2.3 The Functions and Tasks of the Catering Service at Blossom Resort
The Director oversees all aspects of restaurant operations, focusing on market analysis and strategic planning They are responsible for developing and implementing catering service policies while managing employee activities to ensure exceptional guest service.
The supervisor plays a crucial role in assisting the director with restaurant management, focusing on resolving human resource issues and overseeing the training and performance of both service staff and chefs.
Purchasing Officer evaluatevendor (market survey, live product testing, opinion survey, ) and making informed decisions when choosing suppliers to purchase and sign contracts.
The Executive Chef oversees the restaurant and lobby bar operations while training staff in the Food and Beverage Department They are tasked with maintaining high product quality, estimating costs effectively, and developing menus that cater to customer preferences.
The Human Resources Manager oversees the operations of the Human Resources Department, focusing on developing strategies for interviewing and recruitment, as well as addressing disciplinary issues Additionally, they are responsible for fostering a safe and dynamic workplace environment.
3.2.4 The Catering Serving Process of the F&B Department at Blossom Resort
The catering service process involves a series of professional operations carried out by employees in interconnected stages, all aimed at ensuring maximum customer satisfaction with both service quality and the food and beverages offered in the restaurant and lobby bar To effectively and conveniently serve customers while meeting their expectations, it is essential to follow a standardized dining service procedure.
The catering service process is performed by the waiter/waitress, including 3 steps It takes place at the corresponding time as follows:
-Setting up a standard dining table and cleaning up serving area.
-Preparing more eating utensils during shift duty to supplement when needed.
-Checking the list of reservation guests and all technical facilities of the restaurant prior to arrival.
-Checking once again the preparation of ready to welcome and serve guests.
Step 2: Welcoming and Serving Guests
- First of all, the waiter/waitress greet guests in the appropriate language according to the restaurant's standards (Japanese) Confirming how many people have dinner at the restaurant.
- After guests have their sit, proceeding to pour tea into a cup and inviting guests.
- Opening the menu and putting on the table Notifying guests of the dishes that are not available for that day.
- Entering the dishes that customers choose into the order machine Staff must note the correct number of tables, dishes, and guest require.
- Confirming once more time the quantity of food or drinks in the order table.
- Using a tray to bring the food and drinks that have been prepared for guests, and at the same time introduces guests to the name of the dish.
Caterers should strategically position themselves to effectively monitor the arrival of new guests while also being attentive to the needs of those currently dining, ensuring they can promptly address any additional requests.
Step 3: Paying, Seeing off and Cleaning up
- Printing the bill when guests asking for payment.
- Receiving money from guests and return the change.
- Reminding guests to check if they have forgotten anything; saying thank you for having a meal at the restaurant; saying goodbye.
- Cleaning up the table of customers, classifying garbage and tools at the right place.
- Setting up new dining table to welcome new customers.
ANALYSIS
Analysis of Revenue and Structure of Tourists using Catering
4.1.1 Revenue of Blossom Resort over 3 years 2018-2020
Table 2: Revenue of Blossom Resort over 3 years 2018-2020
Additional Service Catering Service Accommodation Service
Chart 1: Revenue of Blossom Resort over 3 years 2018-2020
The statistics presented in the table and chart highlight fluctuations in the resort's total revenue, costs, and profits, with accommodation services consistently generating the highest revenue In contrast, additional services saw minimal usage by guests Notably, the COVID-19 pandemic in 2020 led to a significant decline in revenue across all services.
The data presented in Table 2 indicates that accommodation services consistently generated the highest revenue share Over the period analyzed, revenue from this sector rose from 13,464 million VND, representing approximately one-third (44.24%) of total revenue, to 14,910 million VND, which accounted for about 43.57% of total revenue.
In the early months of 2020, the outbreak of the epidemic led to a significant decline in service revenue, dropping from 14,910 million VND in 2019 to 8,044 million VND, which represents a decrease of 6,866 million VND or 46.05% of the total revenue from the previous year.
The service in question ranks as the second highest grossing after accommodation, with total revenue increasing from $12,572 million in 2018 to $13,818 million in 2019, marking a 9.91% rise However, in 2020, revenue plummeted by 56.02% compared to 2019 and 51.66% compared to 2018, severely impacting resort operations The service primarily offers Japanese-style meals, which has limited guest participation To enhance sales and attract a broader audience, the resort should consider diversifying its menu to include Western or Asian cuisine.
Despite being the service with the lowest user percentage due to its ties to Japanese culture, it still generated a stable revenue stream From 2018 to 2019, service revenue rose by approximately 1,094 million VND, representing about 24.85% growth compared to 2018 However, in 2020, revenue saw a significant decline, dropping by roughly one-third compared to both previous years, with a decrease of around 66% from 2019 and 57.5% from 2018, largely attributed to the impact of the epidemic.
In 2018, the total expenditure on resort services reached 20,812 million VND, representing over 68% of total revenue In 2019, this figure saw a modest increase of 283 million VND, aimed at enhancing infrastructure and expanding services This investment significantly boosted total revenue, rising from 30,438 million VND to 34,224 million VND, marking an increase of approximately 12.44%.
In 2020, the service cost dropped significantly to 10,914 million, marking a 48% decrease compared to 2019, primarily due to low demand This reduction in costs played a crucial role in sustaining the resort's operations during the challenging period of the COVID-19 pandemic.
In 2018, the total profit reached 9,626 million VND, representing 31.62% of total revenue The following year, 2019, saw a significant profit increase to approximately 13,129 million VND, which accounted for 38.36% of total revenue However, in 2020, profits plummeted by nearly one-third compared to 2019 and almost halved compared to 2018, resulting in a decline of about 61% This downturn was primarily attributed to a decrease in visitors from China, largely due to the impacts of COVID-19.
In 2018 and 2019, the resort excelled in service quality and profitability, driven by dedicated staff and effective management strategies Despite the operational challenges posed by the pandemic in 2020, which included a temporary closure, the resort remained committed to maintaining its facilities and was mentally prepared to resume operations promptly.
4.1.2 The Structure of Tourists using Catering Service at Blossom Resort
The Blossom Resort experienced a significant surge in visitors utilizing its catering services in 2018 and 2019; however, this trend sharply declined in 2020 The majority of tourists at the resort were primarily from Japan, China, and Korea, with additional guests hailing from European countries and Vietnam.
Table 3: Structure of Guests of Blossom Resort in the Period 2018-2020
Others Vietnamese Korean Chinese Japanese
Chart 2: Structure of Guests of Blossom Resort in the Period 2018-2020
The above statistics show that the number of visitors by nationality came and used the Blossom Resort's catering service from
From 2018 to 2020, Japan consistently ranked as the top source of visitors, with arrivals of 8,946 in 2018 (41.10%), 9,256 in 2019 (38.30%), and 5,496 in 2020 (45.41%) This trend can be attributed to the Japanese cultural affinity for familiar services and experiences Following Japan, tourists from China accounted for 21.98% of arrivals, while South Korean visitors made up 13.86% Notably, 2019 saw a significant increase in Vietnamese visitors, rising from 1,496 to 2,851 arrivals, contributing to a total of 24,162 arrivals that year.
Japan with 38.30%, China followed with 19.99% and South Korea with 13.31%, other countries also tended to increase slightly.
The tourism industry in Japan, China, and Korea plays a crucial role, contributing to about two-thirds of service usage at Blossom Resort, making these countries the primary revenue sources Visitors from these nations are drawn to Blossom Resort to immerse themselves in diverse cultures and cuisines The resort's stunning river and sea views enhance its unique appeal, ensuring that guests receive an exceptional experience that meets their expectations and justifies their investment.
Analysis of Catering Service Quality at Blossom Resort
4.2.1 Facilities and Equipment in Catering Area at Blossom Resort
The restaurant and lobby bar feature a classic Japanese design, with wooden tables, chairs, and utensils—including spoons, chopsticks, and tissue boxes—ensuring both comfort and authenticity We prioritize food safety and quality, providing guests with prompt service and well-maintained dining materials.
The catering area, which includes a restaurant and lobby bar, features separate restrooms for men and women, equipped with essential amenities such as hand sanitizer, dryers, toilet paper, and trash cans Additionally, comprehensive cleaning tools like floor dryers and mops are provided to ensure a clean and comfortable environment for all customers.
Facilities and Equipment Quantity Status
Spoon, fork and chopstick (set)
Cup, bowl, dish (all types)
Table 4: Facilities in Catering Area
In general, the restaurant and lobby bar facilities have been around for a while and the quality is medium, except those were replaced in
In 2019, while some establishments faced challenges, many medium-quality devices continued to provide reliable service However, it is crucial to promptly replace severely degraded equipment, such as knives in lobby bars and fans and air conditioning units in restaurants, to maintain service quality and ensure customer satisfaction at the resort.
4.2.2 Staff’s Education Background in Catering Service at Blossom Resort
1 Director 1 University Japanese MS Office
Table 5: The Quantity and Education Background of Catering Service staff at Blossom Resort
Blossom Resort's catering service employs a total of 15 skilled professionals, including a restaurant executive, a supervisor, three managers, and ten staff members such as chefs, waitresses, and bartenders Many staff members hold college or university degrees, with some managers specializing in hotel and restaurant administration, and all employees are fluent in English, as well as Japanese, Korean, or Chinese The barista is required to have a license prior to employment, ensuring a high standard of service Additionally, all staff possess basic MS Office skills The chefs, who are Japanese, bring extensive expertise in preparing authentic Japanese cuisine This diverse and educated team, with an equal gender ratio and an average age of 22, demonstrates a strong commitment to their work, fueled by their passion and enthusiasm for the hospitality industry.
4.2.3 Serving Guest Process of Catering Service
Having a well-structured to-do list and established rules for serving customers in restaurants and lobby bars is essential for demonstrating professionalism With years of operational experience, Blossom Resort has achieved success in customer service, particularly in its catering services The following outlines the quality serving process in catering, starting with the crucial preparations made before guests arrive.
Preparing in advance for guest arrivals allows staff to provide immediate service without delays This includes cleaning and arranging the dining tables to enhance convenience and efficiency, ultimately boosting revenue For guests with reservations, staff should prepare utensils and food according to their specific requests It's crucial to gather complete information from these customers, including their full name, contact number, service time, number of guests, and any special requirements, to ensure a high-quality service experience.
The first, Blossom resort staff are thoroughly trained in welcoming guests.
The staff greets guests with warm smiles and promptly verifies their reservations For those with bookings, they guide them to the designated area prepared by the restaurant If guests do not have a reservation, the staff assists in finding a suitable seating arrangement and confirms the available services Additionally, the staff ensures a pleasant experience by pulling out chairs for guests to sit comfortably.
Upon welcoming guests and assisting them with seating, the staff presents the menu, highlighting popular dishes and must-try items from the restaurant and lobby bar They ensure customers have ample time to decide while inquiring about any food allergies to prevent issues After taking the order, the staff confirms the selections and quantities with the guests before processing the order efficiently in the kitchen or bar Once the food is ready, staff serve it at the correct table, ensuring a seamless dining experience Throughout the meal, staff remain attentive and positioned to promptly address any guest needs Finally, the payment process is handled smoothly, followed by a courteous farewell and cleanup.
The staff efficiently monitors when customers finish their meals and promptly informs the cashier to prepare the bill in advance, minimizing wait times during payment Before handing over the invoice, they double-check it and wait for customer confirmation before proceeding with the payment process The cashier verifies the amount given by the customer, returning any change as needed As guests prepare to leave, staff kindly remind them to check their belongings, express gratitude for their visit, and invite them to return Additionally, if customers require transportation to the airport or other destinations, the staff is ready to arrange taxis or other services.
Evaluation of Guests on the Service Quality of the Catering Service
4.3.1 Guests’ Evaluation on the Catering Area Facilities
The following table presents survey results on customer perceptions of service quality at the catering service area of Blossom Resort, based on feedback from 30 domestic and 30 international tourists from Japan, China, and Korea Data was collected from the F&B department manager and through employee surveys in the work area.
Table 6: Guests’ Evaluation on the Catering Area Facilities
A recent survey indicates that customer satisfaction with service quality is notably high, with 28 respondents (46.6%) reporting "very satisfied" experiences, including 15 domestic and 13 international guests, predominantly from Japan This positive feedback serves as motivation for the restaurant and lobby bar, as well as the resort, to enhance their service offerings Additionally, 18 votes, representing 30% of the total, indicated "satisfied" levels of satisfaction In total, 46 out of 60 votes reflect a favorable perception of service quality.
However, the last 14 votes were divided equally for "normal" and
Many guests express "quite dissatisfied" feelings regarding the quality of service, primarily due to the inconvenience caused by outdated or poor-quality equipment, such as broken fans and old utensils While this dissatisfaction may represent a small percentage, it poses a significant challenge for businesses, highlighting weaknesses in restaurant and lobby bar services Issues often arise from deteriorating equipment that has not been repaired or replaced, as well as from inexperienced staff who struggle to handle guest complaints professionally, leading to wasted time for patrons To address these challenges, it is essential to provide thorough training for staff, ensuring they observe and learn before interacting with guests, which can significantly reduce service errors and improve overall guest satisfaction.
4.3.2 Guests’ Evaluation of Catering Service Staff
The quality of staff at Blossom Resort plays a crucial role in shaping customer perceptions, following the satisfaction with the resort's facilities A survey conducted by the F&B department manager assessed the spirit, attitudes, and language of the staff at the restaurant and lobby bar, highlighting the importance of employee performance in enhancing the overall guest experience.
Table 7: Guests’ Evaluation of Staff’s Spirit, Attitude and Language
Survey results from table 5 indicate a positive guest experience, with approximately 57% of respondents expressing "very satisfied" ratings, translating to 34 out of 60 votes This satisfaction can be attributed to the restaurant and resort's Japanese heritage, which emphasizes rituals and a strong work ethic Staff interactions, from greetings to service, are carefully monitored, with employees trained to maintain a positive demeanor and smile at customers, ensuring guests feel valued and respected Additionally, the "satisfied" rating, which received 15 out of 60 votes (25%), further highlights the restaurant's commitment to quality service in the food industry.
Despite generally positive feedback, Blossom Resort received three "quite dissatisfied" ratings regarding staff quality from domestic guests These ratings highlight instances where service experiences fell short, as local visitors often have higher expectations due to fewer cultural and language barriers This discrepancy in expectations has contributed to the negative feedback Although the overall satisfaction rate is high, addressing the concerns of the 5% of guests who expressed dissatisfaction presents a challenge for the resort in its pursuit of enhancing service quality.
DIFICULTIES AND SOLUTIONS
General Evaluation of Blossom Resort’s Catering Service
Blossom Resort, situated in a coastal city renowned for its tourism and reputation as "a worth-living city," capitalizes on significant opportunities for growth The resort enhances its catering services by collaborating with various international companies, which boosts its brand recognition and profitability Employees benefit from engaging with diverse guests, allowing them to refine their service skills and acquire valuable industry knowledge.
In the highly competitive tourism services industry, businesses face inevitable challenges, including the constant influx of new establishments that increase choices for visitors This competition compels resorts to develop effective policies and strategies to navigate difficulties and foster business growth Additionally, enhancing service quality and differentiating offerings to attract guests presents a significant hurdle Understanding the evolving needs and preferences of tourists is crucial for success in this dynamic market.
When traveling, tourists prioritize food and drink alongside entertainment, making it a key concern To address this, the resort has implemented solutions to enhance its high-quality catering services, ensuring an exceptional dining experience for guests.
To ensure successful service operation, high-quality facilities are essential, and the resort has implemented a robust system of quality equipment and safety measures prior to opening Surveys conducted with both domestic and international tourists indicate a high satisfaction rate regarding the resort's amenities Additionally, the resort prioritizes environmental sustainability, utilizing wooden items such as straws and spoons, along with eco-friendly furniture and decor, including small bonsai plants in the dining area The resort also features a thoughtfully designed electrical system with distinct daylight and nighttime lighting—white light for daytime and yellow light for nighttime—while completely eliminating blue light to protect the eyes of guests and staff These aspects collectively highlight the resort's commitment to quality and environmental responsibility.
Service Quality at Blossom Resort
At Blossom Resort, the quality of staff service is crucial to the restaurant's success, as they represent the establishment's brand The resort prioritizes ongoing training and regular evaluations to enhance staff performance, resulting in a dedicated team that significantly improves catering services Despite their youth and limited experience, the staff demonstrates remarkable effort, showcasing positive outcomes in service delivery Their strengths include a commitment to adapting service methods, actively listening to customer needs, and maintaining efficiency during busy times, ensuring a stable dining environment Additionally, the staff effectively categorizes guests to better understand and meet their needs Notably, Blossom Resort provides 24/7 support, with lobby bar staff available to cater to guests' entertainment requirements, even after the restaurant closes at 10 PM.
Besides many strengths, Blossom resort also has a few weaknesses that need to be overcome.
The quality of facilities and equipment at Blossom Resort shows a mix of modern amenities, including advanced lighting systems, air conditioning, and kitchen appliances, while other devices are rated at a "normal" level However, some equipment is seriously degraded, and although the quantity of damaged and outdated items is limited, it still impacts the overall guest experience.
Wooden interior items like tables, chairs, and doors add elegance to restaurant spaces and complement Japanese decor; however, prolonged exposure to sunlight can weaken the wood's chemical bonds, leading to discoloration and a loss of aesthetic appeal Additionally, wooden dining utensils such as spoons, chopsticks, bowls, and plates can fade and become damaged over time, resulting in chipping and scratches that may pose a risk to customers.
Service Quality at Blossom Resort
The service quality at Blossom Resort is commendable, with staff demonstrating strong dedication and self-discipline However, a notable challenge arises from their limited experience, as the average age of employees is around 22 years This youthfulness translates to a lack of exposure to diverse customer interactions and situations, which can lead to feelings of nervousness and embarrassment during service Consequently, employees may not perform at their best, adversely affecting the overall service quality Effectively managing the varied preferences and personalities of customers remains a significant challenge for the waitstaff.
One significant weakness of the resort is its insufficient human resources, particularly in the catering services department, which only employs 15 staff members While this number may suffice during the low season, it becomes inadequate during the high season when the influx of tourists to Da Nang increases significantly This staffing shortfall leads to delays and inefficiencies in customer service, negatively impacting guests' perceptions of service quality Additionally, it hampers the resort's ability to address complaints or issues promptly Long wait times are detrimental in the catering industry, and poor service can leave customers with a very unfavorable impression of the resort's food and beverage department.
Some Solutions
To effectively tackle the challenges ahead, Blossom Resort must develop clear strategies to leverage the unique resources offered by its geographical location in Da Nang Additionally, the resort should implement innovative approaches to distinguish itself from competitors, thereby creating a lasting impression that attracts customers Recognizing that staff are the face of the service, Blossom Resort must prioritize regular training and inspections to enhance employee skills and ensure high-quality service that meets customer satisfaction.
To enhance guest satisfaction and foster trust, all resort staff at Blossom Resort must understand and communicate visitors' needs and preferences to management By effectively summarizing this information, the team can implement tailored strategies to improve services, ultimately setting Blossom Resort apart from competitors and attracting more visitors.
Management departments must collaborate to identify and address issues related to poor-quality equipment Immediate replacement of damaged or expired equipment is essential to maintain service quality and prevent customer dissatisfaction at the resort Regular inspections and maintenance—monthly or quarterly—are crucial for ensuring the safety and functionality of equipment, including electrical systems like fans, air conditioners, and refrigerators Additionally, kitchen and bar tools, such as knives and cutting boards, should be routinely checked and replaced to uphold service standards.
To enhance guest comfort and reduce sunlight impact, the resort should install additional curtains or awnings at the windows This adjustment will provide a more pleasant environment for customers who prefer to avoid direct sunlight during their stay Furthermore, it is essential for the resort to regularly check and update utensils such as spoons and chopsticks to maintain their quality and ensure they remain in good condition for use.
Service Quality at Blossom Resort
To succeed as a caterer, it is essential to mentally prepare and calmly provide effective solutions while drawing on pre-trained knowledge and learning from various sources about customer interactions Managers and supervisors play a crucial role by offering timely support when caterers face challenges in resolving issues Furthermore, fostering a friendly, comfortable, and safe working environment enhances caterers' motivation and sense of responsibility, ultimately contributing to their success in the role.
To enhance service quality during the tourist season, Blossom Resort should implement strategies that prioritize professionalism in their service processes Hiring seasonal staff in advance of peak season is now more accessible, allowing for ample training time This proactive approach not only helps new employees acclimate to their roles but also enables management to better understand and address customer service dynamics.