INTRODUCTION
Rationale
In recent years, many countries have prioritized tourism as a key industry for economic and social development Vietnam, rich in diverse and abundant tourism resources, has implemented focused tourism development policies, leading to significant achievements in the sector, especially in Da Nang.
Da Nang, renowned for its stunning bridges and beaches, has experienced significant growth in its tourism and hotel industries in recent years This surge in tourism, driven by an increase in both international and domestic visitors, has prompted hotels to implement various strategies to capture attention and strengthen their competitive edge in the market.
Effective communication is crucial for hotel businesses, particularly within the front desk department, which serves as the primary point of contact for guests By addressing customer inquiries and understanding their diverse needs, hotels can enhance guest satisfaction and tailor their services accordingly The front desk not only represents the hotel's image but also plays a vital role in delivering exceptional customer experiences.
Understanding the significance of reception and demonstrating the quality of service provided, I chose to explore the topic "An Investigation into the Current Situation" with the support of dedicated educators.
Some Suggestion to Improving the Service Quality of Front OfficeDepartment at Tropical House Apartment”.
Aims and Objectives
The research aims to identify effective and timely solutions to enhance the quality of reception services at Tropical House Apartment Achieving this goal requires a systematic approach to analyzing current practices and implementing improvements.
Clarify some basic theories about party and FO service quality in the apartment, thereby improving the FO service quality at Tropical House Apartment.
Clarify the current status of FO service activities at Tropical House Apartment
Evaluate the hotel business situation, the advantages or disadvantages of hotel service at the FO department of Tropical House Apartment.
Proposing some solutions to improve the service quality of the FO department at Tropical House Apartment.
The Scope of the Study
This study examines the current state of the Front Office (FO) service business in Tropical House Apartments, aiming to identify areas for improvement By analyzing existing service quality, the research seeks to propose effective solutions that enhance customer satisfaction and attract more clients to utilize these services.
FO services at Tropical House Apartment.
The reception department of the apartment plays a crucial role in assessing the capacity of the labor structure, facilities, and business areas, providing valuable insights into the overall scope of the space.
Scope of time: From 2017 to 2020
Finally, I will give some suitable solutions to that reality in order to improve the quality of the reception department.
Method of the Study
To do this, I used the following research methods:
Methods of collecting information and processing documents: From previous documents, collect, analyze, selectively evaluate related issues. Processing documents and information from books, newspapers and related websites
During my internship at Tropical House Apartment, I utilized a practical observation method to gain firsthand experience with the challenges faced in reception services This direct exposure allowed me to identify key issues and gather valuable insights for my research topics.
Analytical method: Based on the collected content, analyzing the current situation to come up with specific solutions suitable to the content of the topic.
Organization of the Study
This study includes six chapters as follows:
This graduation paper begins with an "Introduction" that outlines the rationale, aims, objectives, scope, methodology, and organization of the study The second chapter, titled "Theoretical Background," delves into the hospitality industry, focusing on the Front Office (FO) Department and service quality in apartments Chapter 3 provides a case description of Tropical House Apartment, detailing its Front Office Department and organizational structure Chapter 4 presents an analysis and evaluation of existing problems, while the final two chapters propose solutions to enhance the service quality of the FO Department.
THEORETICAL BACKGROUND
Tourism
Tourism stems from humanity's innate desire for exploration and experience, yet there is no universally accepted definition of the term In many nations, the service sector, particularly tourism, plays a significant role in driving economic development, especially in the context of industrial growth.
Since the mid-19th century, tourism has evolved into a significant socio-economic phenomenon, gaining immense popularity worldwide However, the interpretation of "tourism" varies greatly across different countries and perspectives.
To be able to define what tourism is, there are many ways to approach the definition because many people around the world have defined it for a long time
According to the World Encyclopedic Dictionary in Tourism by World Academic Science in Tourism, tourism is defined as a positive human activity involving travel, serving as a cohesive industry that meets the needs of travelers It encompasses a journey where one side represents the departure with a set goal, while the other side provides the necessary resources to fulfill the traveler's demands.
Tourism is defined as the temporary relocation of individuals to locations away from their usual workplaces and homes, encompassing the activities they engage in during their visit and the amenities established to meet their requirements.
Hienziker and Kraff define tourism as a complex interplay of relationships and phenomena arising from individuals' journeys and temporary stays in locations outside their usual residence.
The United Nations World Tourism Organization (UNWTO) states that:
“ tourism comprises the activities of persons traveling to, and staying in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes” [3]
The 1980 World Conference on Tourism in Manila highlighted the significance of tourism through the Manila Declaration on World Tourism This declaration emphasized that tourism is vital for societal well-being, as it directly impacts social, cultural, and economic sectors within nations and influences international relations.
The tourism industry as well as other industries are closely linked with other industries such as industry, transportation, environmental resources, culture and sports.
It can be said that tourism is the key to promoting diversification through tourism activities, exchanges and cultural of each country in the world.
Currently, there are many forms of tourism with different purposes such as: medical treatment, sightseeing and shopping We can save time and money if we can combine them properly.
Domestic Tourism: Involving residents of the given country traveling only within this country.
International Tourism: There are two different types of international tourism.
Inbound tourism: This refers to tourists of outside origin entering a particular country It involves non-residents traveling in the given country.
Outbound tourism: This refers to tourists traveling from the country of their origin to another country.
2.1.2.2 According to the Length of the Trip
2.1.2.3 According to the Purpose of the Trip
In addition, there are a variety of new different types of modern tourism such as wild tourism, LGBT tourism, dark tourism, eco tourism, war tourism, culinary tourism, agritourism…
2.1.2.4 According to Type of Accommodation
The tourism industry plays a crucial role in the service sector, serving as a significant source of income for various regions and countries Recognized in the 1980 Manila Declaration on World Tourism, tourism is essential for the vitality of nations, impacting social, cultural, educational, and economic aspects of society, as well as enhancing international relations.
Tourism plays a crucial role in driving economic growth by generating employment and facilitating infrastructure development, while also contributing significantly to foreign exchange earnings Countries like Mauritius and Malaysia exemplify how tourism can be a primary economic driver, showcasing its vast potential to enhance local economies.
Tourists
The term "tourist" first emerged in late 18th century France, though early definitions were often vague and simplistic For a more comprehensive understanding, this article references definitions from "A Business Model for Accessible Tourism" and "The Semantic Web in Tourism."
To effectively implement marketing strategies in tourism enterprises, it is essential to understand the definition of a tourist as outlined by the World Tourism Organization (UNWTO) A tourist is defined as an individual who travels away from their usual residence for at least one night, but not exceeding one year, with the primary purpose of engaging in activities other than paid work This definition encompasses various types of travel, including leisure, vacations, visiting friends and family, business, health-related trips, and religious pilgrimages.
Based on the provisions of Clause 2, Article 3 and Article 10 of the
The 2017 Law on Tourism defines tourists as individuals who visit a destination for leisure or travel purposes, explicitly excluding those who travel for educational or employment reasons aimed at earning income.
A tourist is defined as an individual who travels away from their usual residence for a minimum of one night, seeking leisure experiences through interactions with the unique features and characteristics of their chosen destinations.
Tourists can be categorized into three groups: domestic tourists, international tourists visiting Vietnam, and those traveling abroad Domestic tourists are defined as Vietnamese citizens and foreign residents in Vietnam who travel within the country's borders.
Domestic tourists possess a deep understanding of their destination's language, customs, laws, climate, and geography, as well as its cultural context They typically exhibit two key characteristics: their familiarity with local products and services, which leads to higher expectations regarding quality, and their comfort with local travel agencies and tour guides, given that they are traveling within their own country.
International tourists visiting Vietnam are individuals who travel from their home country to Vietnam for leisure or exploration purposes, staying for less than 12 months Their visit is not intended for income-generating activities or employment within the country.
As customers from different countries, with different languages and cultural characteristics, with high income.
Apartment
Tourist apartments, often referred to as hotel apartments or resort apartments, are commonly known as condotels While this concept has been prevalent in developed countries for many years, it has only recently been introduced to Vietnam, emerging in the market over the past five years.
Condotel is a combination of Condominium and Hotel [4]
A condotel, a blend of "condominium" and "hotel," refers to a hotel apartment or apartment hotel, offering luxurious accommodations This term encompasses various types of lodging, including hotel apartments, resorts, and tourist apartments, all of which provide unique and upscale living experiences for travelers.
The real estate concept of converting apartment buildings into design-focused spaces akin to hotels originated in the 1980s, initiated by the investor behind the Mutiny in Coconut Grove project in Miami This innovative approach yielded tenfold revenue growth, paving the way for a transformative trend in real estate investment Today, this model has proliferated across over 100 countries, establishing itself as a leading trend in the global real estate market.
Condotels function similarly to hotels, adhering to high operational standards while offering fully equipped apartment-style interiors that include a kitchen, bar, living room, and bedroom Typically located in renowned tourist cities and major resort areas worldwide, condotels represent a growing trend in the real estate market They provide a secure and stable investment opportunity, delivering consistent and attractive returns for investors.
In Vietnam, condotel projects that have been implemented include: condotel Nha Trang, condotel Da Nang, condotel Phu Quoc, condotel Ha Long, condotel Phan Thiet.
As mentioned, condotel has the advantage of operation and operation of apartments & hotels, so the main object of condotel is usually.
Tourists and affluent individuals, including successful business people and the middle class, seek luxurious yet affordable accommodations for extended vacations that showcase their status Condotels cater to this demographic by offering fully equipped hotels that provide comfort and relaxation Additionally, they attract investors looking to maximize their returns, as condotels can yield profits two to three times higher than traditional savings interest rates.
Apartment can be divided into many different criteria depending on the scale, location and travel form of the guest.
A tourist apartment is a fully equipped rental unit designed for travelers, allowing for self-service during their stay When a property features ten or more of these apartments, it is referred to as a tourist apartment complex.
The apartment was born with many outstanding advantages, bringing many conveniences to customers using the service:
Apartments are considered as the optimal solution for those who often have to travel for a long time and do not want to rent a hotel during that time.
For foreign tourists staying in Vietnam for an extended period, serviced apartments offer the ideal accommodation choice These apartments provide luxurious amenities and comfort while being more cost-effective than traditional hotels, making them perfect for long-term stays.
There are 3 types of apartments used to serve customers:
Type of mini serviced apartment
Average type of serviced apartment
Type of high-end service apartment [10]
Apartment business
The apartment business focuses on offering accommodations, dining options, and additional services to cater to guests' needs for eating, resting, and entertainment at tourist destinations, all aimed at generating profit.
As tourism in Vietnam continues to rise, many families are opting for apartments to enhance their travel experience Choosing an apartment not only provides convenience but also helps reduce costs, making it a comfortable alternative to traditional accommodations amidst the hustle and bustle of popular destinations.
The affordable rental prices of these apartments make them highly sought after by small and medium-sized businesses Each apartment boasts a unique style and design, offering guests a sense of freedom and comfort that resembles the feeling of being at home, in contrast to traditional hotels.
Apartment business includes: accommodation business and catering business.
The accommodation business focuses on offering rental services for bedrooms and additional amenities to guests during their temporary stays at tourist destinations, aiming for profitability.
The apartment catering business encompasses food processing, the sale and service of food and beverages, and additional services designed to meet the dining and entertainment needs of hotel guests, all aimed at generating profit.
2.4.2 Quality of service in Apartment
Service quality is determined by a customer's overall evaluation, which involves comparing their expected level of quality with the actual quality received Essentially, it reflects how well the service meets customer satisfaction after consumption.
Customers often struggle to recognize the quality of travel services, despite their interactions with knowledgeable staff and well-maintained facilities The concept of quality service is inherently abstract and challenging to define, making it a subjective and relative experience for each individual.
In short, we can understand the quality of services: the appropriate level of service of tourism suppliers that meet the requirements of market tourist’s target.
2.4.2.2 Criteria for evaluating service quality
According to Berry and Parasuraman, there are 5 criteria to evaluate service quality, listed in order of diminishing importance as follows
Reliability: ability to provide services as promised to customers
Responsiveness: the desire and willingness of staff in providing services quickly.
Assurance: professional skills, polite attitude and respect for customers
Empathy: the attentive service, special attention to customers and the ability to understand the unique needs of guests.
Tangibles: material facilities, equipment, brochures and the appearance of staff [11]
General Introduction about Front Office Department
The Front Office (FO) department serves as the heart of the hotel, being the first and last point of contact for guests Guests' perceptions of the hotel largely stem from their experiences at the reception, making it crucial for shaping their overall impression Additionally, the FO department is essential for coordinating customer services, facilitating communication between guests and management, and managing the guest cycle effectively.
A receptionist is an administrative support employee who typically operates in a waiting area, such as a lobby or front office, of a business or organization In hotels, receptionists handle various duties including room bookings, guest registration, cashier tasks, and credit checks, along with managing mail and messaging services Their role often extends to appointment scheduling, filing, and other essential office tasks, making them vital to the smooth operation of any workplace.
2.5.2 Mission of the FO Department
Introducing and selling hotel services and the other hotel services to guests
Receiving reservations and room arrangements for guests
Registering for guest’s check-in
Tracking and updating room status
Providing information about the hotel as well as entertainment venues for guests
Receiving and resolving complaints for guests
Tracking, updating and summarizing guest expenses
Handling guests’ mail and parcel
Receptionists may have additional responsibilities such as bookkeeping or cashiering, depending on the office's needs In some workplaces, they are also expected to serve coffee or tea to guests and maintain a tidy lobby area.
A receptionist plays a vital role in organizational security by performing access control functions, which include verifying employee identification, issuing visitor passes, and monitoring for any unusual or suspicious activities.
A receptionist serves as the initial point of contact for visitors at any organization, and it is essential for them to maintain a calm, courteous, and professional demeanor, regardless of the visitor's behavior Key personal qualities that contribute to a receptionist's success include attentiveness, a well-groomed appearance, initiative, loyalty, maturity, respect for confidentiality and discretion, a positive attitude, and dependability.
Depending on the scale and management of each Apartment, there is a personnel structure in the appropriate reception department to ensure continuous service for the guest.
In general, it is possible to outline a chart of the FO department for some large-scale Apartment.
Chart 2.5 The FO department organization chart
CASE DESCRIPTION
An overview of Tropical House Apartment
Map 3.1 The location of Tropical House Apartment
Official name: Tropical House Apartment
Address: 01 Ta My Duat, An Hai Bac, Son Tra, Da Nang, Viet Nam Phone: 091 451 38 08
Email address: tropicalhouseapartment@gmail.com
Tropical House luxury apartments offer a futuristic living experience with comprehensive amenities catering to all needs, from basic to high-end Residents can unwind and stay fit with facilities like a swimming pool, gym, and steam room, while free parking and bicycles enhance convenience Ideally situated in the city center, just 500 meters from the Han River bridge and 1.5 kilometers from East Sea Park, Tropical House is also close to Vincom shopping center, providing easy access to supermarkets, entertainment, and dining options With over 20 modern and elegantly designed rooms, Tropical House is the perfect choice for diverse clientele, allowing residents to enjoy stunning views of Da Nang.
The apartment has a team of professional staff, recruited staff are trained and have good knowledge of the apartment and its surroundings.
As a family with a history of business services Tropical House prides itself that they have a staff of experienced and confident in their work communication and long-term commitment.
Tropical House always creates comfortable spaces and conditions for its employees so that they can serve customers in a friendly and natural way when they come to Tropical House.
Discover the Tropical House Apartment, a luxurious apartment project located in the vibrant city of Da Nang This stunning development features modern design and offers a full range of amenities to meet the sophisticated needs of discerning customers.
Tropical House luxury apartments feature elegant European-style furnishings, offering homeowners a modern living experience complete with essential amenities Each apartment boasts an open design and expansive balconies that showcase stunning outdoor views, while the lush greenery surrounding the building provides a breath of fresh air in the city Residents on the 6th floor and above enjoy breathtaking views of the iconic Dragon Bridge and Han River Bridge, especially enchanting at night from their private balconies.
Tropical House Apartment has many types of rooms and each room has its own characteristics
With large window or balcony and view of the city and surrounds. Comfortable sitting area, working desk and spacious en-suite bathroom with bathtub and/or shower.
Our accommodations feature either a king-size bed (180x200 cm) or two single beds (120x200 cm), ensuring comfort for every guest Each room is equipped with essential amenities including air conditioning, Wi-Fi, a 32-inch flat-screen TV, telephone, safety deposit box, hair dryer, mini-bar, and a kettle with complimentary tea and coffee.
Picture 3.2 Facilities in the Apartment
With large window Comfortable siting area, working desk and spacious en-suite bathroom with shower and bathtub.
The Superior Triple Rooms feature one king-size bed (180 x 200 cm) and one single bed (120 x 200 cm), making them ideal for families traveling with children For added convenience, an extra bed can be arranged, accommodating up to four guests per room for an additional fee.
All rooms are equipped with AC, wife, 32-ich flat TV, telephone, safety box, hair dryer, mini-bar, kettle with complimentary tea and coffee.
Experience luxury in our Deluxe Rooms, featuring large windows or balconies and a cozy sitting area Situated on the 5th and 6th floors, these rooms offer breathtaking panoramic views of the city Each room includes a spacious en-suite bathroom equipped with a bathtub and/or shower for your comfort.
One king-size (180 x 200 cm) or two single beds (120 x 200 cm)
Enjoy stunning beach views from a spacious room featuring large windows, a comfortable sitting area, and a dedicated working desk Each room includes an en-suite bathroom equipped with a bathtub and handheld shower Choose between a king-size bed or two single beds, with the option to add an extra bed for double or twin room configurations.
With two big windows Cosy lounge area with a stunning view of the rice field, working desk and spacious en-suite bathroom with bathtub and shower.
One king-size (180 x 200 cm); extra bed can be arranged with surcharge.
3.1.4 Organizational structure of Tropical House Apartment
At Tropical House Apartment, the general manager oversees all operations and daily activities, ensuring smooth functioning The executive secretary assists the director and steps in during their absence Each department, including reception, food and beverage, accounting, and security, is led by a department head who manages their respective teams These departments maintain strong interconnections, fostering collaboration to ensure comprehensive service throughout the apartment.
Chart 3.1 Organization Structure of Tropical House Apartment
Specific tasks of each department:
Resolving affairs related to labor relations, emulation and commendation discipline
Receiving and handling administrative and legal affairs related to internal hotels and matters with external mass organizations
Developing training programs, management, test
Staff Staff Staff Staff Staff Staff Staff Staff
In addition, he/she is also responsible for managing and coordinating the work of human resources secretary, salary staff, insurance, legal staff
Receiving dispatches, records, documents from rooms, departments in the hotel to submit to the General Director for approval
Communicating, transforming information of General Director to relevant departments and departments and receiving feedback from departments
Scheduling, arranging, registering the work schedule of the General Director
Recording and arranging the agenda, meeting time of the General Director with partners
Organizing and participating in meetings, conferences chaired by the General Director
Taking notes on minutes of work, minutes of meetings
Preparing documents, distribute documents to all members of the meeting of the General Director
Listing of participants, guests and announcements of content, location
Supporting, arrange and manage the work schedule and work schedule of the General Director with partners as well as within the hotel
Managing the documents of the General Director
Translating and typing text documents in English and Vietnamese as required
Implementing processes associated with tenants
Connecting guests with other services inside and outside the hotel
Coordinating guest rooms, checking in arrival
Informing with other parts of the hotel to organize services such as: food service, accommodation services and other additional services
Collecting the necessary information for the hotel business and promptly reflect
Being responsible for handling the department's work during the FOM's absence
Reporting directly to Front Office manager
Ensuring satisfaction of guests during their stay
implementing and keeping a track of activities
Implementing strategies to promote the image, products and services of the company and building customer impression and trust in the brand
Organizing and measuring the effectiveness of communication, marketing, branding and product promotion campaigns
Doing market research, surveying customers' reactions and needs before launching products or services
Identifying key market segments that are likely to convert into potential customers is essential for business success Developing a targeted strategy to engage and attract these specific groups can significantly enhance customer acquisition efforts.
Advertising programs, promotions, PR, so that consumers know about the company's products and brands
Directly reaching out to customers Introducing, advising and helping customers to choose services and products from the company or business that suit their needs
Meeting, contacting, negotiating, and persuading customers to buy and use the company's products and services
Performing after-sales customer care
Submitting work report to superiors
Being responsible for managing all information technology related activities of guests
Under the IT director, there are more positions such as: Assistant, IT staff, design staff, webmaster staff
Being responsible for operating the operations of the department to ensure the safety of hotel people and property, guests and staff
Representing the hotel to work with authorities in accordance with the powers and functions of the security department such as: Regional Police, Fire and Prevention Police
Participating in revenue and expenditure activities of the apartment and other financial matters in the apartment
Being responsible for synthesizing data related to apartment business activities
Submitting to the Board of Directors the results achieved and not achieved after each quarter or year
Preparing payroll accounting for revenue and expenses, cost, control costs of the entire department in the hotel
In addition, being responsible for the income and reporting on most of the apartment financial and operating statistics tables
Preparing food and drinks to serve guests staying at the hotel as well as visitors Providing guests with dishes and drinks according to the ordered menu
Coordinating with other departments such as dining ceremony, room in the service of supplementary services with meals, checking food before processing, serving customers
Being responsible to the board of directors for the organization of the management of food purchasing and processing and preservation
Being responsible for servicing the guests with sleep services during their stay at the apartment
Daily cleaning and maintaining of bedroom areas.
Checking, preparing rooms, combining with the restaurant department to serving the dining in the living room
Checking the minibar and reporting to the department reception to facilitate payment
Recruiting and appointing staff training.
Directly advising Board of Directors on policies
Developing strategy of the apartment.
Introduction about FO department at Tropical House Apartment
Apartment staff turnover is currently high due to excessive workloads and insufficient staffing, leading many employees to resign Despite this, the reception department maintains a stable workforce of approximately 5-6 employees Staff members are required to work in three shifts: the morning shift from 6:00 AM to 2:00 PM, the evening shift from 2:00 PM to 10:00 PM, and the night shift from 10:00 PM to 6:00 AM, with a mandatory arrival time of 10 minutes prior to each shift for handover.
Chart 3.2 Organization of FO Department at Tropical House Apartment
Specific tasks of each department:
Directing and coordinating the activities of the FO department
Performing the function of a link between the management and front office employees
Front Office Manager Front Office Cashier
Night AuditorReservation AgentConciergeFront Desk Agent
Hiring, training and supervising all front desk, reservation and guest services staff members in order to maintain the desired standard of
Front Desk Agent: This is the most noticeable personnel in hospitality operation
Assisting guest in all Front Office activities in an efficient, courteous and professional manner that maintains high standards of service and hospitality.
Making for all aspects of reservation processing
Responding to communications from guests, travel agents and referral networks concerning reservation arriving by mail, telephone, cable fax or through a central reservation system
Tracking future room availabilities on the basics of reservation and help develop forecasts for room revenue and occupancy
Preparing the list of expected arrivals for the front office and assist pre-registration activities.
Receiving and directing incoming calls to individual guests, staff and department
Logging all wake-up call on the system
Answering question about Apartment’s services and product
Monitoring the operation of automated systems
Opening and maintaining the guest folios
Recording all credit charges on guest folios
Preparing bills at the time of check out
Handing credits/debit/charge cards for the settlement of a guest account
Administering the safe deposit system
Working closely with the front desk staff, room service employees and other hotel personnel in providing guest assistance with luggage, transportation and miscellaneous needs
Serving as the guest liaison with both hotel and non-Apartment attractions, facilities, services and activities
Making reservations for dining in famous restaurant
Tracking room revenues, occupancy percentages and other front office operating statistics
Preparing the Night Audit Report (data reflect the Apartment’s financial performance for the day)
Posting room charges and room taxes to guest account
Monitoring the current status of coupon, discount and other promotional programs.
3.2.2 Customer Service Process of Receptionist
Each Apartment has a service process aimed at serving customers as smoothly as possible At Tropical House Apartment, the customer service process is shown in the following figure
Staff manage bookings received through the website, tours, or direct reservations They utilize details from the booking form, including the number and type of rooms, length of stay, special room location requests, and any additional equipment needed, to prepare registration files and allocate rooms for guests efficiently.
Making registration procedure for guest check in
During the check-in process, the reception staff establishes a business relationship with guests by confirming their reservation status and providing essential information about the Apartment They also take the opportunity to recommend and promote a variety of available services, enhancing the guest experience and encouraging additional purchases.
The reception department serves as the direct point of contact for guests at the Apartment, playing a crucial role in ensuring their satisfaction This team is responsible for coordinating with various departments to meet guests' needs effectively Additionally, the reception staff highlights the Apartment's diverse and appealing services, promoting a wide range of products available for guests.
Checking out procedures and seeing guest
Mainly responsible for this period: procedures for paying customers, transferring payment invoices to customers, receiving room keys and keeping guest records.
After completing payment procedures, the receptionist sees off the guests:
Asking your guests about the quality of the Apartment service
Helping customers find vehicles (if needed)
Wishing guest good luck and seeing guest again.
ANALYSIS AND EVALUATION
Analysis and Evaluation
4.1.1 The Business Operation Results (Year: 2017-2019)
Table 4.1 The business operation results from 2017 to 2019 at Tropical
From the above table, it can be seen clearly that the total revenue at Tropical House apartment has increased in turn from the year 2017 to the year
2019 There are four main different kinds of targets in the table in which the revenue of the accommodation is the highest one
In 2017, the total revenue reached 299,311 million dong, which is relatively low compared to other years The accommodation sector remained the key profit driver, contributing 66.83% or 200,038 million dong The food and beverage (F&B) department also played a significant role, generating 60,425 million dong and accounting for 20.19% of the total revenue The remaining sectors contributed 7.86% and 5.11%, respectively.
In 2018, the revenue rose up dramatically It was 615,571 million dong.
In 2023, the revenue from accommodations surged to 316.26 million dong compared to 2017, largely due to the apartment's modernization and the introduction of new facilities The dedicated efforts of the staff, particularly in the Front Office (FO) department, significantly enhanced guest experiences Additionally, the Food and Beverage (F&B) department contributed notably to the overall revenue, accounting for 14.5% or 89.254 million dong Overall, the revenue distribution comprised 77.73% from accommodations, 4.07% from other costs, and 3.7% from added services.
In 2019, total revenue experienced a slight increase, reaching 93,239 million dong, up from the previous year The accommodation sector remained a key driver of this growth, contributing 21,569 million dong and accounting for 70.5% of total revenue Notably, the F&B department also saw significant success, with profits rising by 61,371 million dong, representing 21.3% of total revenue Additionally, two other factors contributed modestly to the overall revenue, comprising 4.2% and 4.0%, respectively.
4.1.2 The business results between 2019 and the beginning of 2020
Table 4.2 The total revenue between the year 2019 and the first 3 months in
The coronavirus emerged in our country in 2020, significantly impacting various industries globally, particularly the hotel sector A comparison of data reveals a stark contrast between 2019 and the first quarter of 2020, with total revenue plummeting to 708,810 million dong.
In 2019, the average monthly earnings for apartments reached nearly 60 billion dong, but by early 2020, this figure plummeted by almost 15 billion dong due to a lack of customers The significant decline in profits has made it increasingly difficult for apartment owners to manage their expenses and bills The impact of the COVID-19 pandemic has been profound, adversely affecting not just financial stability but various other facets of the apartment business.
The hotel industry experiences significant annual fluctuations, but as the economy continues to grow, the market expands, and economic factors become increasingly unpredictable This necessitates that hotels implement adaptive strategies to effectively manage customer relationships By focusing on retaining existing clients while also attracting new ones, hotels can lower operational costs and boost profitability each year.
4.2.The Real Situation in Business Activities at Tropical House
The deluxe rooms are well-equipped to meet customer needs, showcasing a European style with beautiful decor that enhances the overall harmony of the apartment.
Wifi, electricity, water, and other items are fully equipped for each room to serve the guests in the best way.
At Tropical House Apartment, we prioritize immediate equipment renewal upon damage to ensure guest satisfaction Our establishment features over 40 rooms, including both single and double accommodations, offering various luxury levels With a total capacity of more than 50 beds, 100 chairs, 50 couches, 70 bathtubs, and 40 air conditioners, we are well-equipped to provide a comfortable stay for our guests.
However, because the equipment is somewhat modern, it takes a long time to repair, even to buy a new one when it is broken.
High-quality equipment requires careful preservation and maintenance, yet many guests lack the awareness to protect these facilities Consequently, the owner of Tropical House Apartment incurs additional expenses to repair any damages caused by neglect.
During the Covid-19 pandemic, even with limited use, facilities can deteriorate over time Consequently, apartment owners must invest in maintenance and conservation to ensure their properties remain in optimal condition for guests once the pandemic is over.
There is fully staff for each department.
The staff is characterized by their friendliness, enthusiasm, and sociability, creating a welcoming atmosphere While the workforce primarily consists of middle-aged employees aged 30 to 35, the few young employees contribute to a dynamic and engaging environment.
20 to 25 years old takes up a low number.
Staff who is influent in foreign languages are few.
Employees work with high efficiency, but the level of specialization is still low.
Most of the guest market in Tropical House Apartment are foreigners. Because of its European-style decoration, it attracts many Western guests such as Britons, Americans, Canadians, Australians, Koreans
Vietnamese tourists account for a small number The majority are come from Ha Noi, Hai Phong, Nghe An…
Other factors affecting profit at Tropical House Apartment
Tourism experiences significant seasonality, characterized by high and low seasons The high season typically aligns with sunny months, attracting over 1,000 arrivals per month at Tropical House Apartment, while the low season coincides with rainy days, resulting in fewer than 400 arrivals This stark contrast underscores the critical impact of seasonality on revenue generation for the hotel industry.
Tropical House Apartment offers modern facilities, resulting in slightly higher prices compared to other accommodations This attracts a predominantly foreign clientele Deluxe and Luxury rooms are priced at over 2 million dong per night, while single and double rooms with standard views are more affordable than those featuring scenic views.
The receptionist serves as the "face" of the apartment, playing a crucial role in creating a positive first impression for customers This key staff member, often referred to as the apartment receptionist, works in the lobby department and is responsible for answering phone calls, providing information, processing customer requests, and managing check-ins and check-outs.
Receptionist at the apartment with a young team, good health, well- trained and good-looking appearance The staff is always united dynamic and funny.
Receptionists adhere to strict professional standards, maintaining a polished appearance with neat uniforms and elegant hairstyles Their enthusiastic demeanor and friendly communication create a welcoming atmosphere for guests, allowing them to comfortably address inquiries and assist with even the smallest tasks This commitment to exceptional service leaves a lasting impression on customers, who greatly appreciate the quality of their experience.
This is the department which directly communicate with customers. They have a chance to build social relationships, improve a lot of skills such as communication skills, management skills…
The staff is young, beautiful, enthusiastic, and dynamic.
The capacity of working is pretty high.
The staff is good at English, well-trained, and smart.
The lobby is spacious and large It is suitable for check-in and check- out process.
This kind of job requires a good endurance and face lots of stress. Therefore, there are many changes in receptionist department at Tropical House Apartment due to these reasons
There isn’t generally much upward movement within the company.
Advantages
Fully furnished of a 3-star apartment, beautifully decorated Room amenities are always preserved, cleaned, and the equipment is in good working order.
High quality laminate furniture, sleek design, synchronous color with other equipment in the room to show luxury
The bed is ventilated The rooms have windows overlooking the garden.
The stairs are clean, shiny, and the handrails are not peeling paint
Large capacity generator system, if there is a power outage, it will be used immediately to serve business activities at the apartment.
The fire prevention and fighting system is equipped as prescribed There are signboards for emergency exit and solving incidents in case of fire in common passageways.
The apartment features a well-ventilated and cool environment, meticulously maintained by the landscape department During holidays and New Year celebrations, it is beautifully decorated to reflect various themes, enhancing the overall aesthetic appeal.
Disadvantages
Because the location of Tropical House Apartment is quite close to the sea, so sometimes it will be affected by hot winds blowing from the sea.
The Tropical House Apartment features a relatively small area compared to other apartments, which may pose challenges for long-term development and usability.
While the staff is generally well-trained, there is a limited number of employees who meet the specific standards necessary to effectively serve foreign guests, resulting in an uneven level of specialization among the team.
The business of the apartment is still passive because it depends on the seasonality of tourism.
DIFFICULTIES AND SOLUTIONS
Difficulties
Many apartments suffer from outdated facilities and inconsistent quality, particularly in older buildings As these apartments were constructed years ago, they often fail to meet the modern standards expected in today’s real estate market.
Many customers perceive Tropical's service prices as higher compared to competitors, leading them to opt for alternatives that align better with their budget However, during low buying seasons or prolonged epidemics, the investment in facilities and equipment may decrease, ultimately impacting profit margins.
Customers frequently seek quality services and attractive offers, expecting prices to align with their needs During the pandemic and rainy seasons, they particularly urge employees to be attentive and responsive to their requests.
The current workforce exhibits a low level of specialization, primarily due to a predominance of middle-aged employees and a limited number of younger workers Consequently, foreign language proficiency and service responsiveness remain inadequate, making it challenging to cater to the needs of foreign guests.
In today's competitive service industry, businesses face the challenge of enhancing their environment and facilities, which often requires increasing service costs However, if these costs become too high, customers may be reluctant to accept the new pricing, making it crucial for companies to find a balance between quality improvements and affordability.
As technology advances, effective communication among individuals diminishes, leading many to rely on the internet for finding suitable options To address this, companies must enhance their advertising quality and increase visual promotions to capture audience attention.
To achieve robust growth in the service industry, the company must prioritize investment in expanding its branches across various regions in Vietnam and internationally, rather than limiting its presence to the central region.
Solutions
Revamping the hotel reception is essential for creating a lasting impression, as it serves as the first point of contact for guests Incorporating fresh flowers daily at the front desk not only enhances the aesthetic appeal but also infuses the space with vibrancy and life Additionally, showcasing traditional Vietnamese cultural elements in the decor will provide a unique and memorable experience for visitors, reflecting the rich heritage of the region.
Rearranging the tables and chairs in the lobby area, more aesthetic Create an airy, comfortable space
Enhance the ambiance of your hotel by adorning the walls with stunning photographs of Da Nang's picturesque landscapes, including Non Nuoc, My Khe Beach, and Ba Na Additionally, ensure that the reception area features essential hotel brochures and informative publications about Da Nang to provide guests with valuable insights into the city.
To ensure seamless communication both within the hotel and with external parties, it is crucial to maintain the phone line system consistently Frequent malfunctions in the hotel's phone line can disrupt the reception's workflow, highlighting the importance of regular maintenance for efficient operations.
To ensure optimal performance and safety, it is essential to conduct inspections and quality assurance checks on certain equipment at least twice a week The technical department must prioritize thorough repairs to prevent recurring issues and should schedule maintenance activities when the facility is not occupied by guests.
Improving and enhancing facilities to create a cool space, making visitors feel like the first to come and use the facilities.
Investing in improving and supplementing technical facilities, purchasing new equipment to replace damaged and old items, supplementing 3-star standards facilities.
Synchronizing facilities in the rooms to synchronize colors, patterns, design codes, and size
5.2.2 The Quality of the Labor Force
Train a team of highly qualified and experienced staff
Encourage staff to learn foreign languages to supplement other skills, to meet the increasing needs of international visitors.
Recruiting young, dynamic, confident and knowledgeable employees
Training employees with a sense of responsibility, observing discipline
Organize training lessons for new employees to improve the working ability and productivity of each individual.
Organize parties and exchanges for employees to have the opportunity to meet and communicate more with each other to build a strong team to promote the development of the apartment.
Regularly posting information and pictures of the apartment on the apartment's fan page
Offering some preferential policies, discounts to attract tourists after the epidemic subsides
Printing out many brochures for customers to easily visualize and understand the apartment
Regularly taking a check of each department to monitor the customer service process
To enhance guest service, it is essential for hotel departments, including housekeeping and restaurants, to maintain regular communication with the front desk By exchanging up-to-date information about guests, these departments can work collaboratively to improve the overall guest experience.
The front desk should have a preferential regime, free of charge and attentive service for the guides in the units that bring guests to stay at the hotel.
Promoting propaganda and advertising, especially through travel newspapers and now online advertising is also very effective.
Opening more types of entertainment services for guests to relax during their stay at the hotel
Periodically checking the professional qualifications as well as the foreign language proficiency of the staff.
Building more soundproofing system to ensure quiet space in the apartment.
CONCLUSION AND SUGGESTIONS
Conclusion
To enhance revenue and profit, the Tropical House Apartment should focus on renewing and expanding its service offerings This involves consolidating operations and exploring viable options for effective results Improving service quality is essential, alongside establishing a clear workflow that meets high standards Creating a comfortable work environment and providing regular training for employees will foster growth and development Additionally, the company should consider national and international expansion while ensuring regular maintenance and repair of technical facilities Investing in higher professional qualifications and promoting teamwork will further engage employees and elevate the overall quality of service.
Tropical House Apartment, a travel business located in Da Nang city, has navigated numerous challenges and successes since its inception The current growth in the travel market in Da Nang presents both opportunities and obstacles After a thorough analysis of the company's performance in attracting tourists during the low season, I propose several strategies to enhance customer engagement and boost business.
I appreciate your valuable comments and suggestions, which will aid in enhancing our efforts to attract tourists and address the company's shortcomings While time constraints may lead to some unavoidable mistakes, I am hopeful that our investigation will yield effective solutions for future development and growth.
Again I would like to thank many teachers of the Faculty English department of Duy Tan University, Mr Ha – a director of Ngan Ha – DaNang Services and Investment Co., Ltd company, and all staff in the company helped me enthusiastically in order to complete this topic.
Suggestions
To enhance market reach beyond previous years, the company should consider expanding its presence by opening additional branches in the northern and southern regions, as it currently operates only one branch in Da Nang Collaborating with external companies can also facilitate business processes and support growth in new markets.
To effectively reach international customers, the company must broaden its operations into markets across Asia, Europe, and Southeast Asia This involves conducting thorough analyses of regional characteristics, creating detailed customer profiles, and accurately segmenting the audience By doing so, the company can tailor its tour pricing to meet the diverse needs of each customer segment.
Price policy for each type of service
Creating clear and detailed plans for the schedules and procedures of various services within the company ensures that employees can easily understand and relay information This clarity enables them to provide optimal advice to customers, minimizing any potential confusion.
Make a difference and highlight separately from the promotions to ensure competition compared to current competitors.
Regularly proposing the design of customer appreciation programs, improving the quality of stay and services.
Adjusting the price to suit the low season to stimulate customer service needs.
Advertising and focusing on the social network
In today's rapidly advancing economy, internet usage is at an all-time high, highlighting the importance for companies to invest in effective advertising strategies Establishing a community website dedicated to tourism can significantly enhance the promotion of tourism-related imagery and experiences, ultimately attracting more visitors and boosting the industry.
To enhance the company's online presence, it's essential to optimize the current website by creating engaging content and visuals that reflect the stay program, including the company logo and relevant images A strong first impression is crucial, as it significantly influences how potential guests perceive the professionalism of the company.
The company should choose forms of promotion and marketing that can be on line or offline Or high tourist areas, sightseeing destinations, and tourist sites.
[1] National Economics University, Labor Social Publishing House (2003)
[2] Reception technology in the hotel (1993).
[3] https://www.igi-global.com/