INTRODUCTION
Rationale
The tourism and hotel industry has emerged as a vital economic sector globally, including in Vietnam, but it faces significant challenges despite the opportunities Da Nang, a city renowned for its tourist attractions, has seen a surge in competition among hotels to attract customers During my internship at the Grand Ocean Hotel, we identified critical issues within the front office department, particularly in customer service and care The reception area is crucial for creating a positive first impression and influencing guest satisfaction, yet the Grand Ocean Hotel's front office has struggled to meet these expectations This shortfall has led to a decline in visitor numbers, making it imperative for the hotel to address these service quality issues to sustain its revenue Our report aims to evaluate the front office service quality at the Grand Ocean Hotel and propose actionable solutions for improvement.
AIMS AND OBJECTIVES
Promote the development of accommodation establishments in particular and the tourism industry in general.
Evaluate the current status of the service quality of the Front Office Department at one of the top hotels in Da Nang.
Propose measures to help businesses promote good points and improve bad ones in the customer service process.
Give general information about the Grand Ocean hotel
Assess the business situation, the advantages and disadvantages in the customer service process of the Reception Department at the Grand Ocean hotel.
Propose a few measures to overcome the service quality at the FrontOffice Department.
SCOPE OF THE STUDY
This thesis investigates the Front Office Department of Grand Ocean Danang Hotel, focusing specifically on the service processes and the quality of customer service provided by the reception department.
METHOD OF THE STUDY
This thesis employs both qualitative and quantitative research methods The qualitative approach is utilized to identify the characteristics of the research subjects, while the quantitative method is applied to analyze hotel revenue data from 2018 to 2021.
THEORETICAL BACKGROUND
Hospitality Industry
In the realm of tourism, the concept of hospitality plays a crucial role, often defined as the art of making individuals feel welcomed and at ease This fundamental aspect underpins the hospitality industry, which encompasses both accommodation and food and beverage sectors, together forming the largest segment within the tourism landscape.
The hospitality industry encompasses a wide range of businesses that provide services to guests, including hotels, restaurants, and travel services While many people have a general understanding of hospitality brands, few can clearly articulate the industry's scope and boundaries.
The hospitality industry encompasses a diverse range of businesses and services dedicated to leisure and customer satisfaction It is characterized by a focus on luxury, pleasure, enjoyment, and memorable experiences, rather than merely addressing basic needs and essentials.
The hospitality industry encompasses a wide range of service sectors, including restaurants, lodging, event management, theme parks, and transportation This expansive industry generates billions of dollars globally, heavily reliant on customers' disposable income to enhance their leisure experiences.
In today's diverse tourism landscape, travelers have a wide range of needs and preferences, leading to an increased demand for various types of accommodations This evolution in tourism necessitates a variety of lodging options to cater to the unique requirements of different individuals.
Hotels are the largest type of accommodation, featuring a common reception area and rooms that typically open onto hallways They offer easily accessible on-site restaurants and various facilities, making them more public-friendly compared to other lodging options Guests can enjoy a range of services, including room service Many hotels are part of larger hotel groups, providing a consistent accommodation experience across different locations within the same brand.
Resorts offer a self-contained accommodation option ideal for family holidays, providing all necessary facilities They can be situated in central areas near local towns or in secluded rural locations, making them perfect for those looking to escape the hustle and bustle, including honeymooners seeking a romantic getaway.
Motel accommodations typically offer a variety of options, including studio, one-bedroom, and two-bedroom units Guests can enjoy amenities such as tea, coffee, and sometimes cooking facilities, with most units equipped with a television Affordable and convenient, motels are perfect for budget-conscious travelers who value the simplicity of a hotel experience.
Camping is living the outdoors with those you care about in some of the most beautiful places in the world and experiencing all the nature truly has to offer [2]
Hotel Business
A hotel is a commercial establishment that offers lodging, meals, and various guest services To qualify as a hotel, it typically must have at least six letting bedrooms, with a minimum of three rooms featuring attached private bathrooms Hotels are often rated using a 'Star' system, ranging from 1-Star to 5-Star; however, there is no standardized method for these ratings, and adherence to common requirements is voluntary.
The hotel business encompasses the ownership, development, construction, leasing, operation, management, or franchising of hotels with a total of 5,000 or more rooms This includes direct involvement or contractual agreements with third parties, but excludes hotels leased from real estate investment trusts or other passive owners that are managed by unrelated third-party operators.
Table 1 Characteristic of hotel business
Market Segment Traveler Type Characteristics
High-volume corporate accounts in city or airport properties Stronger demand Monday through Thursday
Purpose for travel includes sightseeing, recreation, or visiting friends and relatives Stronger demand Friday and Saturday nights and all week during holidays and the summer
Meetings and Corporate groups, Includes meetings, seminars, trade groups
Fraternal groups, also known as SMERF (Social, Military, Educational, Religious, and Fraternal), often host conventions and gatherings with over 10 attendees The highest demand for these conventions typically occurs in the spring and fall Additionally, venues that are close to conference centers and offer ample meeting and banquet space are more likely to attract this market segment.
Extended stay Business and leisure
Many accommodations provide kitchen facilities and living room spaces, making them ideal for longer stays, typically over five nights These bookings are often associated with business needs, such as extended health care, construction projects, and corporate assignments Additionally, leisure demand arises from various situations, including family visits, home renovations, and snowbirds seeking to escape winter.
[1] page 337 Classification of hotel business
Hotels can be categorized based on various factors, including size, location, service level, amenities, ownership type, and brand differentiation The size of a hotel can range from small boutique establishments with fewer than 50 rooms to large resorts boasting over 1,000 rooms Location significantly influences the guest demographic, distinguishing airport hotels from bed and breakfasts or conference venues Service levels vary widely, from budget hotels with limited amenities to luxury accommodations offering extensive services Amenities encompass additional offerings beyond guest rooms, such as parking, spas, golf courses, and fine dining Ownership types include franchised branded hotels and independent establishments, with some owners managing their properties while others hire third-party managers Major hotel chains like Marriott and Hilton consist of multiple brands catering to different price points and customer segments Industry organizations like AAA and TripAdvisor provide ratings for hotels, helping consumers make informed choices Overall, hotels continuously adapt and diversify to meet the evolving needs of their target markets.
Hotel services
The food and beverage sector, often referred to as F&B, has evolved from its basic origins to accommodate a growing demand for unique dining experiences and diverse options As consumer interests have expanded, the F&B industry has adapted to include organic, sustainable, local, and craft offerings, alongside catering to special dietary needs This evolution has led to the emergence of various segments within the F&B industry, aimed at better attracting and serving a wide range of diners.
Quick-service restaurants (QSRs), previously referred to as fast-food restaurants, include well-known brands like Chick-fil-A, Subway, and Pizza Hut These establishments play a significant role in the food industry, serving both locals and tourists in easily accessible locations The QSR sector is primarily characterized by brands, chains, and franchises, which have made efforts to evolve beyond the traditional fast-food image However, it still remains focused on providing food that is quickly purchased, prepared, and consumed.
Fast casual restaurants prioritize higher quality ingredients compared to quick service restaurants (QSRs), offering made-to-order meals in a setting without table service Customers typically order at a counter and enjoy a more upscale and comfortable seating area Notable examples of fast casual dining include Chipotle Mexican Grill, Panera Bread, and Jason’s Deli.
Full-service restaurants are highly adaptable, responding to changing market demands and consumer expectations that exceed those of quick-service restaurants (QSRs) Their diverse menus reflect the restaurant's image and the desired dining experience, with major segments including fine dining, family/casual, ethnic, and upscale casual Fine dining establishments feature skilled chefs who create intricate dishes, presented beautifully, and served by knowledgeable staff in an elegant setting with upscale tableware, fresh flowers, and candles These elements contribute to a high average check, indicating a premium dining experience.
Casual dining offers a unique blend of moderately priced to upscale food in a relaxed setting, positioning itself between fast casual and fine dining options These restaurants typically feature a full bar with dedicated staff, an extensive beer selection, and a curated wine menu, catering to diverse tastes while maintaining a casual atmosphere.
Offering a diverse range of affordable menu items caters to various customer preferences while providing the operational flexibility to accommodate large groups An analysis of family and casual restaurant menus highlights effective operational techniques, including menu item cross-utilization, where key ingredients are creatively repurposed Both chain and independent restaurant operators thrive in this dynamic sector.
Recreation encompasses a variety of leisure activities, such as golfing, sport fishing, and rock climbing, pursued during one's free time In the context of tourism, defining recreation becomes more complex Outdoor recreation refers to activities conducted in natural settings rather than managed landscapes, typically close to one's community When these activities require travel to remote locations, they fall under the category of adventure tourism According to the United Nations World Tourism Organization (UNWTO), adventure tourism involves trips that include at least two of the following three elements: physical activity, natural environment, and cultural immersion.
Categorization of activities relies on various factors, such as the level of risk exposure, required experience, whether the activity is performed solo or in a group, the distance needed to access the activity, and the type of environment it takes place in, including its closeness to nature and the challenge level involved.
Entertainment encompasses a wide range of activities, intersecting with various sectors such as hotels and accommodations This article focuses on two primary forms of entertainment: gaming and theme parks.
The gaming industry has experienced substantial growth both in the U.S and worldwide, with the number of casinos in the U.S increasing since 2010, surpassing 500 commercial casinos by 2013 These establishments are located in major cities, on riverboats, and on Native American lands Despite the rise in the number of casinos, U.S casino revenue has remained relatively stable, while global gaming revenues, particularly in the Asian market, have been on the rise Additionally, casinos often integrate various aspects of the hospitality industry, including lodging, food and beverage, golf, entertainment, and spas, while facing unique operational challenges.
Theme parks have a rich history that began in the 1500s in Europe and have continually evolved over the centuries Today, Disneyland, which opened in 1955 in California, is often seen as the benchmark for amusement parks worldwide In contrast, theme parks located outside of California and Florida typically face seasonal operational challenges, including the need for substantial staffing and training each year.
A convention is a multi-day gathering of individuals with shared interests, while an event is a significant assembly often celebrating a special occasion Both types of gatherings can be intricate, highlighting the growing importance of meeting planners in the industry The rise of education and professional certifications like CMP, CSEP, and CMM has enhanced the credibility of meeting planners, underscoring the sector's economic significance Meeting planners can work as independent contractors, full-time employees for companies, or directly with hotels and event venues to ensure successful event execution.
Mega-events, such as the Olympic Games and FIFA World Cup, are large-scale, prestigious occasions that attract significant media attention and tourism, often exceeding one million visitors While these events can generate substantial revenue for the host location, they may also incur considerable capital and social costs that could outweigh the financial benefits The selection of host destinations typically occurs through a competitive bidding process, further emphasizing the high stakes and impact associated with these global events.
A special event is a unique or rare occasion that involves a specific ritual, presentation, performance, or celebration, designed to commemorate significant moments like a presidential inauguration or the Queen of England’s 90th birthday These events often attract considerable media attention and can have a substantial economic impact on the host city or destination, similar to mega-events.
CASE DESCRIPTION
Grand Ocean Hotel Overview
Image 3.1: Logo of Grand Ocean hotel
* Address: 27-29 Phan Liem Street, Da Nan city.
*E-mail: sm@grandoceanhotel.com.vn
* Website: https://grandoceanhotel.com.vn
Grand Ocean Hotel in Da Nang is ideally located just 4.2 km from the iconic Han River Bridge and 4.8 km from Da Nang International Airport Guests can enjoy a short 2-minute walk to My Khe Beach and a quick 30-minute drive to the historic town of Hoi An Additionally, the hotel is conveniently situated near major shopping centers like Vincom and Lotte, making it perfect for shopping enthusiasts.
3.1.1.1 Grand Ocean Hotel’s establishment and development
Established in 2018, Grand Ocean Hotel was designed and built with
14 floors, a total of 50 rooms The hotel is renovated and upgraded in 2019 to the standard of a 4-star hotel.
3.1.1.2 Grand Ocean Hotel’s location and architecture
Grand Ocean Hotel, a 4-star property located at 29 Phan Liem Street in Da Nang City, offers a luxurious experience with its restaurants, outdoor swimming pools, bars, and inviting living rooms Guests can enjoy convenient amenities such as parking services, table reservations, and complimentary Wi-Fi throughout the premises Additionally, the hotel provides 24-hour service, including holiday assistance and foreign exchange services, ensuring a comfortable stay for all visitors.
Grand Ocean luxury Cycling is a popular activity in the area Tourists can also rent cars at a motel.
Grand Ocean Luxury is located just 200 meters from Khe Beach and 1.7 kilometers from North American Beach The hotel is conveniently situated 5 kilometers from Da Nang International Airport, offering airport transfer services for guests.
The hotel features modern architecture and a high-ranking service system, offering guests a luxurious experience It boasts a culinary paradise with upscale restaurants providing a professional buffet Guests can enjoy a serene atmosphere by the infinity swimming pool, along with top-notch accommodation services Additionally, the hotel offers spa services, foot massages, and beauty treatments in its 14th-floor salon.
Grand Ocean Hotel’s operation system Department
Figure 1: Organization Diagram at Grand Ocean Hotel
3.2.2 Functions and tasks of each department at Grand Ocean Hotel
The hotel manager serves as both an executive and a manager, implementing the facility's budget and setting financial goals while overseeing personnel management They distribute tasks across various departments and act as ambassadors for the hotel, representing its interests and values.
- Tasks: of general manager of the hotel: Operating, developing trade, managing and promoting teams and dialogues.
Deputy Director The deputy director's duties are to run the hotel and solve the problems
The human services department in the hotel is responsible for arranging, organizing, managing employees, making regulations on the working institutions of the hotel.
Monitor and evaluate the efficiency of the work of the hotel departments, periodically report on personnel in the hotel.
Function: decide on financial strategies; find capital and capital for the hotel Monitoring, managing and reporting books of revenues, expenditures, debts
The tasks involve creating documents related to capital formation and utilization, as well as generating reports to assess the business performance of each department and the hotel as a whole Additionally, it includes preparing financial statements on a monthly, quarterly, and annual basis, while also managing and overseeing revenue and expenditure activities.
The reception department serves as the hotel's face, fostering communication and relationships with customers, suppliers, and partners Acting as a vital link between guests and hotel services, as well as among different hotel departments, it plays a crucial role in assisting management By providing insights into market needs and customer preferences, the reception team helps the board of directors understand guest demographics and trends, enabling strategic adjustments that enhance business efficiency and overall hotel performance.
The primary responsibilities include welcoming and receiving guests, addressing customer requests, and efficiently transferring information to the appropriate departments Additionally, staff guide guests through check-in and check-out procedures, manage charges for any hotel services used, and maintain guest information within the system Regular reporting to management on operational status and collaborating with other departments to ensure seamless task completion are also essential functions.
Functions: searching for customers for other departments such as room service, restaurant restaurant, expand the market, attract potential customers for the hotel.
General business department includes: sales and marketing department.
To enhance business performance in the hotel industry, it is essential to plan effective customer acquisition strategies, promote products effectively, and conduct thorough market research to analyze competitors Gathering and evaluating statistics will provide insights into the hotel's performance, while customer surveys will offer valuable suggestions for service renewal and upgrades.
The hotel's main function is to deliver essential products and services, which serve as the primary source of revenue for the establishment It plays a crucial role in ensuring a seamless experience for guests throughout their stay, while also maintaining close coordination with the front desk to enhance room service sales and delivery.
To ensure a welcoming environment for guests, it is essential to prepare and maintain rooms in pristine condition Daily cleaning of guest rooms, lobby, and public areas is crucial, along with regular checks on the condition of room amenities and equipment Efficiently handling guest services and promptly notifying front desk staff of any issues are key responsibilities, as is staying informed about tenant status to enhance overall guest satisfaction.
Function: provide food and drink to customers; departmental cost planning
The primary responsibilities include managing food business operations, which encompass three key activities: processing, distribution, and the organization of catering services within the hotel This also involves catering for hotel staff and offering supplementary services, such as planning parties, buffets for seminars, and customized events based on guest requests.
- Entertainment Department: Spa, pool-gym.
Function: adding value to the hotel, creating more choices for hotel customers.
Tasks: understand needs and design suitable programs; organize parties, festivals, games when required.
Function: ensure the safety of guests, property of the hotel and customers, responsible for security in the hotel
The responsibilities include patrolling and guarding in shifts while maintaining readiness for any incidents Additionally, the role involves managing parking for guests and employees, assisting the front desk with the guidance and transport of guests' luggage, and collaborating with other departments to ensure task completion.
Functions: manage and monitor technical systems and equipment in the hotel to ensure good operation, without problems or malfunctions during operation.
The responsibilities include monitoring and conducting regular maintenance of hotel equipment, repairing tools and machinery as requested by other departments, and preparing stage decorations and sound setups for conferences, seminars, or other events at the hotel.
Monitor hotel IT department activities
Check the hotel's IT infrastructure
Support to operate business software
Coordinate and support customers to handle information technology issues.
Actively looking for ideas to improve the operation of the hotel IT system.
3.2.3 Staff of Grand Ocean Hotel
In the resort and tourism industry, manpower plays a crucial role in optimizing the use of various resources within businesses As the driving force behind all operational activities, personnel significantly influence overall business success The following table illustrates the current labor situation at Grand Ocean Hotel.
No Division Number Male Female
Table 3: The Situation of Labor in Grand Ocean Hotel
In the hospitality industry in Vietnam, there is a notable gender distribution among staff, with 51.2% male and 48.8% female employees This slight male majority reflects the industry's characteristics, particularly in hotels, resorts, and restaurants As a result, staff members are required to work under pressure, adapt to dynamic environments, and possess strong communication skills to effectively engage with customers.
No Education Level Number Ratio (%)
Table 4: Labor Structure According to Education Levels
In terms of education level, employees have a university degree or above accounted for almost equal to 1/2 of the number of employees in the hotel.
These are mainly employees at department offices, managers and supervisors in the parts.
Staffs have college degrees or less primarily labor jobs directly created products and services for hotels.
Introduction of the Reception Department at Grand Ocean Hotel
3.3.1 The Roles of Reception Department at Grand Ocean Hotel
The reception serves as the hotel's "nervous center," handling new bookings, managing reservations, providing essential information, and processing payments Additionally, the reception department is responsible for collecting customer information and feedback, which is then communicated to other hotel departments to enhance the overall guest experience.
The receptionist serves as the hotel's representative and primary point of contact, acting as a crucial salesperson by delivering essential information about the hotel's services to guests This front desk department plays a vital role in shaping guests' first impressions, directly influencing their perception of the hotel's service quality.
The reception department effectively addresses customer complaints while prioritizing their needs and preferences This vital function not only enhances customer satisfaction but also aids the board of directors in developing strategies to improve products and expand market reach.
3.3.2 Functions of Reception Department at Grand Ocean Hotel
The reception serves as the hotel's front line, acting as a vital link between guests and various hotel departments Its primary role is to ensure that all customer needs are met and satisfied throughout their stay.
Establish and maintain relationships with guests from before staying until leaving the hotel.
Welcoming customers to the hotel
Responsible for contacting, supporting and surveying customer satisfaction.
Saving, updating information and providing customers
ANALYSIS AND EVALUATION
Analysis
4.1.1 Functions and tasks of Grand Ocean Hotel
Da Nang Grand Ocean Hotel is a 4-star international standard hotel, with functions as follows:
Organizing production and additional services related to the needs of accommodation, entertainment, relaxation of guests.
Doing business in the right industry for business registration (4-star hotel), Handling customer requests
Ensuring environmental hygiene; food safety and hygiene requirements during service.
Strictly obeying the policies of the State
Performing operations in accordance with the law.
The capacity of the Grand Ocean Hotel
4.1.2 The capacity of the Grand Ocean hotel
For hotel and tourism businesses, human resources is an important factor determining the efficiency of using other resources of the business.
Male Female University College High school
Total number of employees in the whole hotel
Table5 Labor structure in Grand Ocean Hotel
In general, the structure of Grand Ocean hotel is quite reasonable, suitable for the business scale of a 4-star hotel.
Facilities are vital to maintaining and developing guest satisfaction.
Besides the service, it plays an important part in creating a good first impression for customers, offset the expectations, the expectation on the quality of the products they buy.
Business performance of the Grand Ocean Hotel
The main areas of business in Grand Ocean Hotel are accommodation, restaurant business, business conferences, seminars, party organization, business of laundry services, and business of supplementary services.
Regarding accommodation business, currently the Grand Ocean Hotel has a 14- storey building with a total of 50 rooms, classified as follows:
8 10.000.000 – 15.000.000/monthTable 6 Table of room structure and rates of room type.
4.2.2 Business results of the Grand Ocean Hotel
4.2.2.1 General situation of the hotel
Total number of guests Visitor
The number of days visitor Day visitor
Table 7 Hotel arrivals in the two years 2018-2019
The table indicates a notable increase in hotel arrivals over the past two years, highlighting a growing trend in tourism Additionally, the customer demographic shows a significant preference for international visitors, emphasizing the hotel’s appeal to a global audience.
Total number of visitors in 2 years 2019-2020 increased by 1.708, up 1.148 percent.
The number of days visitor in 2 years 2019-2020 increased by 5.474, up1.255 percent
Average length of stay in 2 years 2019-2020 increased by 174, up 1.093 percent
The average number of visitors in 2020 increased markedly compared to 2019
The average duration of stay for international visitors has risen by 14.2%, largely due to business travelers who prefer longer hotel accommodations In contrast, domestic tourists are experiencing a decline in their stay duration, primarily because they typically engage in short business trips or leisure activities To counter this trend, hotels should implement strategies to attract more domestic guests, as well as tourists from Europe and America.
Table 8 Structure of tourist arrivals to the hotel in 2018-2019
The Grand Ocean Hotel primarily attracts international visitors, which serves as its main source of income Approximately 70% of these guests are from Asia, with South Korea leading the way, contributing over 39.5% of the hotel's annual international visitor count This trend highlights the effectiveness of the Vietnamese government's strategy to promote tourism from Korea, particularly in Da Nang, over the years.
In 2019, American visitors represented the largest segment of hotel guests among European and American travelers, with an increase of 1,052 visitors, reflecting an impressive growth rate of 84.09% compared to 2018 These customers are known for their high expectations regarding service quality, substantial spending power, and a generous nature, demonstrating a keen awareness of customer psychology and a strong enthusiasm for their experiences.
In 2019, the total revenue surged to VND 3,898 million, reflecting a significant increase of 36.92% compared to 2018 This remarkable growth can be attributed to the hotel management's effective guest attraction policies and the dedicated efforts of all employees.
Revenue from accommodation and catering has seen a significant rise, particularly in the accommodation sector, indicating a highly efficient hotel business that meets customer demands Conversely, revenue from supplementary services has declined in 2019, as these offerings have become outdated and have not received adequate investment.
Many hotel services, including sauna, massage, and beauty care, have not been updated, resulting in a decline in customer interest and revenue To enhance attractiveness and draw in more guests, hotels must focus on diversifying their additional services, which can significantly boost overall revenue.
Table 9 Business results of the hotel over the past 2 years, 2018-2019
In 2019, the total cost rose by 2,284 million VND, reflecting a growth rate of 22.5% However, this increase was outpaced by the revenue growth of 36.92%, indicating a decrease in overall costs This trend demonstrates that the hotel has implemented an effective and reasonable cost management strategy.
In 2019, hotel profits surged by 117.06%, reaching VND 1,489 million, demonstrating that the hotel implemented effective strategies and decisions in its operations This significant growth reflects the hotel's commitment to diversifying its product offerings and enhancing service quality.
With today's results, it is impossible not to mention the role of the receptionist This is an indispensable part of any hotel.
Operation situation of FO department at the Grand Ocean hotel
4.3.1 Technical facilities at FO department at Grand Ocean hote.
The quality of service of Grand Ocean hotels has been improved and more advanced.
The reception area serves as the primary point of contact for guests, where essential services are provided and technical facilities are tailored to the hotel's unique characteristics, architectural scale, and location It is crucial for this space to maintain a sense of uniformity, modernity, and aesthetic appeal The front desk, positioned near the main entrance, acts as the focal point of the front office department, facilitating easy access for guests and serving as the workspace for receptionists and cashiers.
Table 10 Facilities of Grand Ocean Hotel
The Grand Ocean Hotel's reception department is equipped with essential facilities, including a computer, printing machine, walkie-talkie, and two telephones—one for internal hotel communication and the other for intercity or international calls The reception area features a multi-storey closet with numerous boxes for hanging guest room keys, complemented by decorative clocks representing various capital cities The hall boasts a high aesthetic appeal, with tables and chairs arranged harmoniously, providing three sets for customers to use while waiting for reservations or resting.
The table above illustrates the total of 1 devices at the front desk includes 6 facilities work well, and 2 devices are in bad condition.
4.3.2 Staff qualification of the reception department.
The tourism and hotel industry is characterized by a high demand for labor, making the human factor crucial in determining service quality In particular, the receptionist department serves as the hotel's face, and the qualifications of the staff are essential indicators of service excellence.
The Grand Ocean Hotel's reception department comprises 10 staff members, including 2 managers, 1 team leader, 8 receptionists, and 4 luggage staff The team leader position is held by one male and one female, while the front desk features an equal distribution of 4 male and 4 female receptionists Notably, all luggage staff are male All employees, except for the luggage staff, possess a Bachelor's degree and an IELTS certificate, highlighting the department's commitment to qualified personnel.
The receptionist manages a working schedule divided into three shifts, ensuring that employees arrive on time However, there is a notable issue of tardiness, particularly among female employees To address this concern, it is essential to review and enhance the duty assignment process.
15 minutes to facilitate the shift assignment and reduce errors However, with the qualifications, the reception structure of such a 4-star hotel is not really suitable.
The Grand Ocean hotel reception department boasts strong professional qualifications and foreign language skills; however, it faces a challenge due to the limited number of trained tourism staff.
Fluency in foreign languages is essential in the tourism industry, particularly for receptionists in Da Nang, where the influx of international visitors is rising Currently, the language skills of receptionists primarily focus on English, which may not adequately meet the diverse needs of tourists To address this gap, it is crucial for management to implement effective recruitment strategies and provide ongoing training opportunities for employees By fostering a culture of continuous learning and enhancing language skills, businesses can improve professionalism in service delivery and better cater to the growing demands of travelers.
4.3.3 The process of serving guests of receptionist.
Implementing each step of a service process accurately is crucial for delivering prompt and professional service This approach not only enhances guest satisfaction but also optimizes service time and boosts labor productivity, ultimately leading to cost savings for the hotel.
Below is a flow chart of the service process at the Grand Ocean hotel reception department.
Figure 2 Service at the reception department of the Grand Ocean Hotel
The hotel receptionist excelled in providing excellent customer service by greeting arriving guests with a warm smile and a polite, welcoming demeanor This attentive approach ensures that the staff effectively understands and meets the needs of each guest, enhancing their overall experience at the hotel.
Upon welcoming guests, the staff efficiently registers them following the established procedures The receptionist then assigns a guest room and instructs the baggage staff to deliver luggage to the designated room Additionally, the receptionist communicates with other hotel service departments, particularly the room department, to ensure a seamless reception and exceptional service throughout the guests' stay.
Director Deputy Director Department of
Pick up at the airport
Pick up guests to the hotel
Hotel guests often have various needs beyond accommodation, including food, entertainment, and travel bookings When requests arise, the receptionist must assess the hotel's ability to fulfill them If the hotel cannot meet a guest's request, the receptionist should politely decline while ensuring a warm atmosphere For instance, if an air conditioner malfunctions, guests may need to wait until the next day for repairs, and if a bathroom door is stuck, it may take up to two hours for maintenance to resolve the issue.
Upon the guest's departure from the hotel, the receptionist promptly notified the service department regarding the consumed items and requested a room check They prepared the necessary paperwork, including invoices and debt slips, and issued a final invoice for the guest's review and signature The receptionist confirmed the payment method and, once the payment was completed, returned the guest's documents and any deposited items Finally, the receptionist bid farewell to the guests, maintaining a professional demeanor while expressing a desire to serve them again in the future.
4.4 Evaluation of the service quality of the reception department at the Grand Ocean Hotel
4.4.1 Evaluation of the quality of the hotel reception team
4.4.1.1 Evaluation of the receptionist's attire
Costumes play a crucial role in shaping the first impression guests have of the receptionist, making it essential for managers to carefully select employee attire that aligns with the ambiance of the hotel Despite receiving positive feedback from 50 guests regarding the beauty of the receptionist's costumes, the hotel only garnered an average rating, with 51 out of 110 comments reflecting this sentiment Notably, 10 international guests and 6 domestic guests expressed dissatisfaction with the costumes The issue lies in the female staff's traditional ao dai, which appears faded and lacks vibrancy, and the inconsistent uniformity at the front desk, coupled with minimal attention to makeup Additionally, the male staff's failure to wear ties contributes to a perception of unprofessionalism, ultimately impacting the overall guest experience.
Target Number % "Receptionist has beautiful and impressive costumes"
Table 12 Evaluation of the receptionist's attire
4.4.1.2 Evaluation of the spirit and service attitude of the receptionist
The receptionist's spirit and service attitude are often affected by psychological pressure and personal emotions Their performance is evaluated based on the sincerity, enthusiasm, and attentiveness they bring to their service, which greatly influences customer perceptions and satisfaction.
Target Number % " Enthusiastic and attentive service "
Table 13 Evaluate the service attitude of the receptionist
4.4.1.3 Evaluation of the professional qualifications of the receptionist
*Guiding the use of equipment in the room
Target Number % "Instructions for full use of the device
Table 14 Evaluate the receptionist on guiding guests to use the equipment in the room
Out of 110 comments regarding the instructions for using room equipment, only 62 expressed satisfaction, while 33 were neutral and 15 were dissatisfied This feedback highlights a lack of engagement from hotel receptionists in guiding guests through the equipment usage, likely due to insufficient staffing that hampers effective coordination To enhance guest satisfaction, the hotel management should implement improved personnel policies to better address service delivery and customer complaints.
Target Number % " Resolving recommendations quickly and satisfactorily "
Very Satisfied Normal Not satisfied satisfied
Table 15 The rating on the front resolving guest complaints
DIFFICULTIES AND SOLUTIONS
Solution to improving the service quality of reception department
5.1.1.1 The basis of the solution
The technical facilities in the reception department are generally well-maintained, but some equipment, including computers and Wi-Fi, are not utilized effectively and suffer from poor quality.
About facilities, Grand Ocean hotel should:
Outdated and malfunctioning equipment, such as the reception desk printer, significantly hampers service quality and prolongs check-in times for guests To enhance operational efficiency and improve customer satisfaction, the hotel should invest in new printers equipped with advanced color printing technology.
The hotel should invest in a new computer system to replace its outdated and slow configuration, as the current system significantly hampers productivity and wastes valuable time.
- The WIFI in the hotel often has problems, guests can’t connect to their phone and they are not satisfied So, the hotel should upgrate the quality of WIFI.
- For 3-star and above hotels, the lobby always needs to decorate flower The hotel needs to change flower everyday and add flower in the restaurant and lobby area.
- The hotel should add wall clocks with international time zones at the reception department.
At Grand Ocean Hotel, only three receptionists manage the front desk during different shifts, juggling multiple responsibilities including welcoming guests, serving water, handling phone calls, processing check-ins and check-outs, printing passports, providing service information, resolving issues, and facilitating payments To enhance their efficiency and service quality, the hotel should implement training programs focused on improving receptionists' working skills, foreign language proficiency, communication abilities, and computer skills.
- Recruiting more receptionists to share their jobs.
- Organizing receptionist training classes with experienced teachers in the field of hotel to create opportunity for staffs to improve their knowledge.
- Receptionist should learn how to understand the psychology and needs of guests to serve them better.
- The hotel encourages receptionists to give their opinions to help hotel find out strategies to attract guests.
- The reception department needs a supervior or manager The manager arranges receptionists’ working schedules, encourages staffs to work hard. Manager helps improve service quality of reception department.
- The hotel should regularly check the working result of receptionists, solve disadvantages and reward good staffs.
Effective communication between the reception and housekeeping departments is essential for a seamless guest experience at the hotel Prior to guest arrivals, the housekeeping team must ensure that all rooms are in perfect condition and promptly inform reception of any issues, such as broken equipment Additionally, it is crucial for housekeeping to report any items used by guests in the rooms, enabling reception to issue accurate bills swiftly.
The reception department must effectively coordinate with the bar and restaurant staff to ensure seamless service After guests utilize any services or products, it is essential for the staff to promptly transfer the bill to the receptionist This process enables the receptionist to efficiently synthesize and update the guests' service usage, ultimately streamlining the check-out process and minimizing wait times.
To enhance guest experiences and meet the growing demand from international tourists, hotels should encourage receptionists to learn foreign languages like English, Chinese, Korean, and Italian Inviting native language teachers to provide training can significantly improve communication skills Proficient foreign language abilities among receptionists not only reflect the qualifications of the staff but also elevate the overall quality of the hotel service.
- The hotel should encourage receptionists to learn and improve office computer skills This helps receptionists solve their jobs more quickly and neatly.
The receptionist's uniform, consisting solely of a plain "aodai" without any patterns, logos, or hotel branding, fails to leave a lasting impression on customers and lacks distinction compared to uniforms at other hotels.
- The hotel should find a new uniform design template for receptionists with striking colour and a more special style.
Difficulties
The geographical location of the Grand Ocean Hotel plays a crucial role in its star rating evaluation, as it is situated in the heart of Da Nang city, making it an attractive choice for guests This prime location significantly enhances the hotel's business efficiency.
Grand Ocean Hotel, ideally situated, attracts a significant number of domestic and international tourists each year, primarily hosting delegations, business guests, and expatriates residing in Vietnam for extended periods.
The reception department is crucial to the operations of Grand Ocean Hotel, as it directly influences the quality of the guest experience To ensure a comfortable stay, the hotel prioritizes exceptional reception services Grand Ocean Hotel primarily caters to Chinese, Korean, and Vietnamese tourists, focusing on meeting the specific needs of these markets.
not on the main road, competing with many bigger hotels
English communication ability of the reception is still limited
Improve the organizational structure to train and improve the professional service of the staff.
To exceed the plan of a number of targets set by the hotel compared to2020: turnover, profit, number of days room, and reduce expenses.
CONCLUSIONS AND SUGGESTIONS
Conclusion
Tourism is increasingly recognized as a vital sector for the economy, enhancing travelers' knowledge, generating local employment, and promoting the preservation of cultural and natural values Acknowledging this significance, the Grand Ocean Hotel is committed to elevating its service quality for guests To attract more tourists, the hotel's management is focused on enhancing staff training, adopting innovative working methods, and implementing effective business strategies.
Suggestions
6.2.1 Some recommendations to the state and the government
The state and government play a crucial role in shaping the tourism industry and hotel business through long-term initiatives that foster growth and stability.
Vietnam should strengthen international exchanges and collaborations to advance its tourism industry By partnering with countries that have established tourism and hotel sectors, Vietnam aims to create opportunities for hotels to enhance their service quality and overall offerings.
Vietnam should streamline its immigration processes to facilitate easier access for international tourists The government is currently broadening entry requirements for visitors from Southeast Asian nations and other key countries like China, Korea, and Japan Hotels should capitalize on this opportunity to attract more tourists.
- The government should create more opportunities for domestic citizens to have time and travel needs such as reducing working hours, extending holidays, increasing social welfare, etc,.
The Vietnamese government should encourage foreign investment in the hotel sector, allowing domestic businesses to learn and gain valuable operational experience This collaboration will not only enhance the skills of local enterprises but also contribute to increased national income.
- Viet Nam should combine tourism and festivals to increase the attractiveness for domestic and international tourists
Police agencies must address critical issues at festival venues, including the harassment of guests, price hikes for foreigners and visitors from other areas, security concerns, and environmental pollution.
Vietnam's tourism sector is crucial for the country's economic growth, yet it faces a shortage of skilled and experienced professionals To address this gap, the government should facilitate opportunities for students to pursue studies abroad in hospitality and restaurant management By investing in the education and training of its workforce, Vietnam can enhance the quality of its tourism services and foster sustainable development in this vital industry.
6.2.2 Some recommendations to Viet Nam’s Ministry of Culture, Sports and Tourism
The state agency responsible for overseeing hotel operations in Vietnam plays a crucial role in shaping the industry's business landscape Its plans and strategies significantly influence hotel performance Here are my recommendations for improvement.
Hosting seminars and discussions focused on enhancing hotel quality is essential for the hospitality industry These sessions will provide hotels with insights into the current business landscape and address challenges faced by the reception department By identifying key issues, hotels can develop effective solutions tailored to their unique circumstances, ultimately improving service and guest satisfaction.
Organizing contests for receptionists between different hotels to give receptionists the opportunity to rub and learn from each other.
[1] Stephen J Skripak (2016) Hospitality and Tourism
[2] Camping: https://www.campgear.com/article-what-is-real-camping.html
[3] Definition of hotel: https://www.academia.edu/6083905/Hotels_Definition_Types_Categories_
[4] Hotel: https://www.safarinow.com/cms/accommodation-types/irie.aspx
[5] Hospitality industry: https://www.revfine.com/hospitality-industry/
[6] Motel: https://traveltrade.newzealand.com/en/planning-trips/accommodation-types/
[7] Resort: https://www.travelanddestinations.com/what-are-the-different- accommodation-types-available-for-your-travels/
* Website http://www.vietnamtourism.gov.vn/ http://giaoan.violet.vn/ https://www.hoteljob.vn/
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