INTRODUCTION
Rationale
In today's society, improved living conditions have led to a greater appreciation for leisure and relaxation, making entertainment an essential aspect of life As a result, many countries, including Vietnam, have embraced tourism as a key industry Vietnam is renowned for its stunning natural landscapes and rich culinary diversity, making it an appealing destination for international travelers seeking unique experiences.
Da Nang is emerging as a top destination in Vietnamese tourism, known for its vibrant, modern charm and a variety of captivating attractions Notable sites include My Khe Beach, recognized as one of the world's most beautiful beaches, the Son Tra Peninsula, home to Vietnam's only natural forest ecosystem, and the stunning Ba Na Hills.
The rapid growth of tourism has led to a significant expansion of accommodation and Food and Beverage services, with numerous high-end resorts and hotels emerging, including the renowned Danang Golden Bay Hotel As a 5-star establishment, it is the first hotel in the world to be fully adorned in 24-karat gold, offering a luxurious and modern resort experience of international standards During my internship at DGB, I discovered the crucial role of the Food and Beverage department, which, despite accounting for a smaller portion of overall hotel revenue, is vital for attracting tourists and enhancing their stay This department serves as a key link between the hotel and its guests, maximizing their experience and contributing to the hotel's success.
Recognizing the vital role of the Food and Beverage department in hotels, it is essential to enhance service quality within this sector Additionally, identifying the strengths and weaknesses of the department will contribute to its overall improvement and help attract more guests.
This thesis investigates the strengths and weaknesses of the food and beverage service at Danang Golden Bay Hotel, aiming to provide actionable suggestions for enhancing service quality.
Aims and Objectives
This study aims to analyze the food and beverage (F&B) services at Danang Golden Bay Hotel, identifying their strengths and weaknesses By providing a comprehensive overview, the research will propose effective solutions to enhance F&B offerings, ultimately attracting more tourists The goal is to create a positive impression of the hotel and encourage repeat visits, contributing to the overall improvement of Da Nang's tourism industry.
This study is intended to:
• Investigate in details into the whole procedure of the quality of the F&B service at Danang Golden Bay Hotel
• Figure out strong and weak points in the procedures of the F&B service.
• Suggest some effective solutions to attracting tourists toDanang Golden Bay Hotel
Scope of the study
This study examines the Food and Beverage service at Danang Golden Bay Hotel, focusing on daily meals, events, and human resources Additionally, it evaluates the strengths and weaknesses of the Horizon restaurant's Food and Beverage offerings within the hotel.
Method of the study
In this case study, I used the below methods :
-During the internship, Direct observation of the F&B department activities has been carried out
-Method of Collection: Data of the F&B department were collected from the F&B manager of the hotel
-Method of Description: detailed description of the Food and Beverage activities and their quality.
-Method of Analysis: from the data collected, I analyzed the real situation of the Horizon Restaurant at Danang Golden BayHotel.
Organization of the study
This study is presented in six chapters:
- Chapter 1 is the introduction of the graduation paper including rationale, aims, and objectives, the scope of the study,method of study, and study’s organization.
- Chapter 2 is the theoretical background about the hotel business and Food and Beverage service in the hotel business
- Chapter 3 is the case description describing the overview of Danang Golden Bay Hotel and Food and Beverage service at this resort, especially at Horizon Restaurant.
- Chapter 4 is an analysis of the general of the situation of Danang Golden Bay Hotel and the real situation about the service quality at The Horizon Restaurant
- Chapter 5 are difficulties of the F&B department and offer solutions to improve F&B services
Chapter 6 draws conclusions and offers recommendations for enhancing the Food and Beverage service quality at Danang Golden Bay Hotel, alongside suggestions for improving English facilities in future research endeavors.
THEORETICAL BACKGROUND
Hotel business
2.1.1 The concept of hotel business
A hotel is a managed establishment that offers short-term accommodation to guests for a fee The services and features provided can vary significantly between hotels, as owners typically design their pricing models and marketing strategies to attract specific types of guests.
Hotel operations differ in size, function, complexity, and cost, with industry standards established by major hospitality companies to classify hotel types Upscale full-service hotels provide luxury amenities, comprehensive accommodations, and on-site dining options, along with personalized services like concierge assistance and room service Typically, hotels rated 4 stars or higher feature these upscale full-service facilities, offering an array of additional services to enhance guest experiences.
Boutique hotels are smaller independent, non-branded hotels that often contain upscale facilities These hotels are generally
Economy hotels provide basic accommodations with minimal services, catering to budget-conscious travelers In contrast, extended stay hotels offer longer-term, full-service lodging options, making them suitable for guests seeking a more home-like experience during their stay.
Hotel products encompass the range of services and amenities provided by a hotel to fulfill guest needs, starting from the initial contact for room registration through to the completion of their stay and departure.
In terms of appearance we can see that the hotel's products include:
Commodity products are tangible items offered by hotels, including food, beverages, souvenirs, and various goods sold within the hotel business Upon purchase, ownership of these products transfers to the buyer.
Products and services encompass both tangible and intangible offerings that hold value for guests, whether through physical goods or experiences that evoke feelings of satisfaction or dissatisfaction In the hospitality industry, hotel products and services are primarily categorized into two main types: core services and supplementary services.
Main services: is bedroom service and food service to satisfy the essential needs of guests when they stay at the hotel.[5]
Additional services: are services other than the two above services to satisfy the secondary needs during the stay at the hotel.[5]
-The hotel business depends on tourism resources in tourist destinations.
Tourism resources play a crucial role in attracting travelers, as destinations rich in these resources naturally draw tourists, while areas lacking them struggle to attract visitors Consequently, tourists are the primary clientele for hotels, underscoring the importance of tourism resources in the hospitality industry.
A successful hotel business thrives in areas rich in tourism resources, particularly when those resources are highly valuable and attractive, highlighting the significant impact of tourism on the hospitality industry.
-Running the hotel business requires a large amount of capital investment.
Investing in the hotel industry necessitates substantial capital due to the demand for high-quality products and technical components To ensure maximum guest comfort, hotels must prioritize top-notch equipment and facilities, aligning with their goal of providing an exceptional experience.
In addition, this feature also stems from several other reasons: the initial cost of the hotel infrastructure is high, the land cost for a hotel project is very large [6]
-The hotel business requires a relatively large amount of direct labor
The hotel industry is fundamentally a service-oriented sector that relies heavily on specialized labor, which cannot be mechanized and is performed exclusively by service staff Given that hotel operations run around the clock, staffing needs are substantial, leading to high labor costs Hotel managers often struggle to reduce these costs without compromising the quality of service provided to guests.
The hotel industry, like other sectors, is subject to various regulations, including natural laws, socio-economic laws, and the law of human focus To mitigate the impact of these regulations, hotel owners must thoroughly understand the relevant laws This understanding enables them to develop effective business strategies tailored to their specific circumstances.
- Hotel business is one of the main activities of the tourism industry and performs important tasks in this industry.
The hotel industry plays a vital role in boosting the local and national economy by utilizing a portion of consumers' spending on accommodation and dining services This contribution not only enhances the overall GDP of the region but also supports the growth of tourism in the area.
- The development of the hotel business contributes to increasing domestic and foreign investment capital.
- The hotel business is involved in many different industries in the economy.
- Hotel business always requires a relatively large amount of direct labor Therefore, hotel business development contributes to solving a large number of jobs for workers.
-By responding to people's need to rest during travel, hotel businesses contribute to preserving and restoring employees' working capacity and productivity.
The hotel industry plays a vital role in fostering connections among individuals from diverse backgrounds and cultures worldwide By facilitating meetings and exchanges, hotels contribute to promoting peaceful friendships and strong solidarity among nations, particularly within the tourism sector.
Food and Beverage service in the hotel business
In today's hospitality industry, the focus has shifted beyond just accommodation to include enhanced dining experiences, as guests increasingly seek not only delicious meals but also memorable culinary adventures This growing demand for exceptional food and beverage (F&B) services has led patrons to willingly invest in high-quality dining experiences, making F&B a significant revenue generator for hotels F&B, which stands for Food and Beverage Service, encompasses a vital range of offerings, from exquisite cuisine to banquet and buffet arrangements, tailored to meet the diverse needs of hotel guests.
The food and beverage (F&B) industry serves as a vital component of the service sector, catering to the culinary and beverage needs of tourists, hotel guests, and local patrons This industry plays a crucial role in enhancing the overall experience within the hospitality sector, particularly in hotels.
In hotels and resorts, the Food and Beverage (F&B) department serves as a crucial aspect of the guest experience, acting as the face of the establishment This dedicated division focuses on continuously enhancing the quality of service and offerings to ensure exceptional guest satisfaction and positive reviews.
2.2.2 Features of F&B service in the hotel
Restaurants serve a diverse clientele with varying dietary preferences, necessitating staff to effectively communicate and cater to each guest's unique needs to ensure satisfaction Additionally, the extensive menu of dishes and beverages demands that employees possess a thorough understanding of each item, including sauces, accompaniments, and the appropriate serving tools.
The quality of food and service in a restaurant is significantly influenced by the attitude and demeanor of the staff The behavior and professionalism exhibited by employees play a crucial role in shaping guests' perceptions and overall satisfaction with the dining experience.
F&B products encompass the offerings of both restaurants and hotels, catering to guests' dining and entertainment needs These products include a wide range of goods and services designed to enhance the overall guest experience.
Products of Food and Beverage service include material products and service products.[9]
Material products, including food and beverages offered by restaurants or hotel dining establishments, are tangible items that cater to consumers' desires for both taste and presentation Guests directly exchange these goods with the restaurant, highlighting the importance of satisfying their culinary and aesthetic preferences.
Service products encompass intangible offerings that hold either material or psychological value, often resulting in experiences that evoke feelings of satisfaction or dissatisfaction for the consumer These service products can be categorized into two distinct types.
+ Main service: They include direct service to serve the needs of guests.
Additional services are designed to enhance the leisure and relaxation experience of guests during their visit to a restaurant These services can be categorized into compulsory complementary services and non-compulsory complimentary services Higher-end hotels typically offer a wider range of additional services, which play a significant role in boosting restaurant revenue.
2.2.4 Features of products of the restaurant
In the restaurant industry, both goods and services are essential, with services playing a crucial role in guest satisfaction Unlike tangible products, services are intangible and can only be experienced after consumption, making them vital to the overall dining experience.
In the restaurant industry, the production and consumption processes occur simultaneously and in the same location, as services are delivered precisely when guests require them The fulfillment of customer needs is essential, highlighting that the dining experience is inherently dependent on the presence of patrons.
The restaurant primarily attracts local diners, tourists, and guests celebrating special occasions such as birthdays, gatherings, and conferences, all of whom are willing to pay for premium experiences These customers seek exceptional service, delectable food and beverages, and a luxurious, comfortable dining environment.
Guests visit restaurants for various reasons beyond just food and drink Local patrons seek a change of ambiance and enhanced services compared to dining at home, while also expressing their individuality Meanwhile, tourists come to unwind, savor the cuisine, and immerse themselves in the local culinary culture.
-Only done with the direct participation of guests
Only when the guests come to the restaurant and use the services there will the products be sold The restaurant cannot take its service everywhere to serve guests.
-Depends on the restaurant's facilities
To ensure high-quality service and timely guest satisfaction in the restaurant business, it is essential to invest in modern, high-class equipment and create a suitable space that facilitates both efficient food preparation and a comfortable dining experience.
The Food and Beverage service department is essential to hotel operations, as it is responsible for fulfilling guests' food and drink requests This department significantly contributes to the hotel's profitability, accounting for approximately 40% of total revenue.
The serving proces in the F&B service
2.3.1 Concept of the service process in the F&B service
The service process in restaurants is a combination of well-coordinated stages and the skills of the staff aimed at enhancing the dining experience This process is designed to efficiently meet guests' needs in a timely and cost-effective manner.
2.3.2 Concept of the service process in the restaurant
Every restaurant has a unique service process, but the primary goal remains the same: to provide guests with efficient, high-quality, and cost-effective service This process encompasses the skills of the restaurant staff and the systematic approach to serving customers, with each stage interconnected to ensure a seamless experience that encourages guests to purchase and enjoy the restaurant's offerings.
2.3.3 The table service process in the restaurant
Take reservation, prepare to welcome
1/ Take reservations 2/ Prepare before the serving time
1/ Welcome the guest, check booking
2/ Comfirm the response ability of the restaurant 3/ Lead the guest to the table
3 Serve the guest During stay
1/ Invite guest to sit and spread napkin
2/ Introduce the menus 3/ Sell products
4/ Take order 5/ Transfer the order 6/ Pick up the dishes 7/ Take care the guests
4 Bill, see out and clean Departure
1/ Give the bill to the guests
2/ See the guest off 3/ Clean and reset up the table
Table 2.1 Service process in the restaurant
CASE DECRIPTION
Danang Golden Bay Hotel
3.1.1 Overview of Danang Golden Bay Hotel
Address: 01 Le Van Duyet Street, Nai Hien Dong Ward, Son Tra District, Da Nang City, Viet Nam
Danang, renowned as Vietnam's most livable city, captivates visitors with its stunning natural beauty, making it a prime tourist destination In response to this appeal, Hoa Binh Group has established the luxurious Danang Golden Bay Hotel, a 5-star accommodation that meets international standards Strategically situated where the Han River meets the East Sea, the hotel offers breathtaking views that blend the serene landscapes of mountains, sea, and sky.
Danang Golden Bay hotel boasts the world's largest and tallest gold-plated infinity pool, offering breathtaking views of the stunning coastal city of Da Nang As the first hotel in the central coastal region to feature 24k gold-plated rooms, it combines luxury and elegance seamlessly Drawing inspiration from global heritage, Danang Golden Bay creates a serene atmosphere by Da Nang Bay, harmonizing traditional Vietnamese aesthetics with modern European design The hotel comprises 949 contemporary rooms, ensuring a lavish stay for all guests.
Experience luxury living in 92 spacious apartments featuring stunning views of the sea, mountains, rivers, and Da Nang DGB offers a variety of accommodations, including Superior, Deluxe, Executive rooms, and corner suites, along with four uniquely designed President Suite rooms that showcase exquisite and elegant decor.
In particular, visitors can experience the high standard of all gilded ceramics and sanitary wares on the top of the building.
The Danang Golden Bay Hotel impresses visitors not only with its elegant DGB room system but also with its diverse culinary offerings across seven restaurants and bars Designed to cater to all tastes, the hotel provides a refined dining experience for even the most discerning guests Start your day with a hearty buffet breakfast at the Horizon restaurant, savor authentic Vietnamese cuisine at Golden Square, or unwind with a classic margarita while enjoying the sunset at The Bar Danang Golden Bay Hotel promises to elevate your culinary journey, leaving a lasting impression on every visitor.
DGB also has a private restaurant for Jews, made by a Jewish chef. Because of this, it has made a deep impression on foreign diners, especially Jews.
Golden Luxury Spa, located on the 2nd floor of Danang Golden Bay, offers a luxurious spa and wellness experience with stunning views of the Son Tra Peninsula and Wonder Park This oriental-style retreat emphasizes both spiritual and physical rejuvenation In addition to the spa, the well-equipped fitness center, bathed in natural light, attracts many tourists Guests can benefit from the support of a dedicated team of coaches, ensuring a safe and effective workout experience.
Danang Golden Bay Hotel offers a unique experience with its stunning park featuring miniature replicas of world wonders, all intricately crafted and adorned with 24-carat gold Guests can enjoy breathtaking sunset views at Wonder Park, creating memorable photo opportunities As one of the top accommodations in Da Nang, the hotel is an ideal choice for travelers seeking to explore this beautiful city.
Figure 3.1: The diagram about Management System 3.1.3 Functions of Danang Golden Bay Hotel
DGB plays a crucial role in boosting tourism in its home country, particularly in Da Nang city, while also positively impacting various other economic sectors Additionally, DGB significantly contributes to the national GDP, fostering overall economic growth in the country.
DGB plays a vital role in job creation for local workers while establishing a 5-star hotel that meets international standards This not only attracts foreign guests but also enhances foreign currency revenue and fosters cultural exchanges between nations.
Food and Beverages Department at Danang Golden
3.2.1 Food and Beverages Department at Danang Golden Bay Hotel
The Food and Beverage (F&B) department plays a crucial role in the hotel's revenue, contributing over 40% to the total income To fulfill guests' dining preferences, Danang Golden Bay Hotel has made significant investments in both facilities and staff training As a 5-star establishment, it offers an exquisite culinary experience with a diverse menu featuring European and Vietnamese dishes, along with a breakfast buffet, afternoon tea, gourmet dinners, and light meals Guests can enjoy an extensive breakfast at the Horizon restaurant on the 3rd floor, savor Vietnamese cuisine at Golden Square, or unwind with cocktails at the F29 bar during sunset Additionally, the hotel features Belange Bay restaurant, a Halal dining option specifically for Jewish guests, with dishes prepared by a Jewish chef, enhancing its appeal to foreign tourists and creating lasting impressions.
The F&B department features six unique restaurants and two bars, each offering a distinct dining experience Horizon Restaurant showcases a modern, luxurious ambiance and serves both domestic and international cuisine Belanga Bay, known for its Halal offerings, specializes in Jewish-style dishes, with a unique focus on meals suitable for pregnant women Guests can also enjoy intimate in-room dining experiences through the dedicated room service team, which provides marine dinners and light snacks The ballroom is ideal for innovative themed parties, professional events, and memorable Vietnamese and Western Gala dinners Golden Square delights diners with local specialties and authentic Vietnamese dishes in a cozy, traditional setting Lastly, the Golden Beer Garden provides a romantic atmosphere for BBQ buffet parties in an open-air space, perfect for couples.
DGB's F&B department features two exceptional bars: Sugar Lounge and Sky Bar Located on the 29th floor, Sky Bar boasts a diverse and creative cocktail and mocktail menu, allowing guests to enjoy stunning views of the sparkling city while sipping wine In contrast, Sugar Lounge offers a more relaxed atmosphere, perfect for unwinding with refreshing beverages, especially in the afternoons.
The Food & Beverage department at Danang Golden Bay Hotel is dedicated to continuous improvement, aiming to create an unforgettable experience for visitors Guests can expect a luxurious ambiance paired with exceptional cuisine, ensuring they will eagerly return for another visit.
3.2.2 Organizational chart of Horizon restaurant at Danang Golden Bay Hotel
Figure 3.2: The organizational chart of Horizon restaurant at Danang Golden Bay Hotel a/ DIRECTOR FOOD & BEVERAGE
The Board of Directors in a restaurant is responsible for overseeing and managing all operations and staff, making crucial decisions regarding strategy, planning, and departmental development They also play a vital role in addressing unexpected and serious issues, requiring the approval of the department's Director.
Compared to Food & Beverage Director, the work of the Food
& Beverage Manager with food and beverage departments will be closed This person is responsible for closely monitoring restaurants, bars
The food and Beverage Manager will be assigned to each restaurant manager or bar manager Evaluate and give rewards for restaurants that perform well.
The restaurant manager establishes service standards and is fully accountable for staff training, which includes both on-the-job and private training alongside the reservation staff or supervisors.
Effective restaurant management involves scheduling work shifts, holidays, and business hours to ensure smooth and efficient operations The supervisor plays a crucial role in this process by arranging and assigning tasks to staff, monitoring employee performance, and making recommendations for rewards, disciplinary actions, or additional hiring Additionally, the hostess contributes to the overall guest experience and operational flow.
The hostess plays a crucial role in enhancing the dining experience by warmly welcoming guests upon their arrival, guiding them to their tables, and addressing any inquiries they may have Additionally, the hostess is responsible for relaying customer requests to the supervisor and ensuring that guests leave the restaurant feeling satisfied with their meal.
The Waiter or Waitress, alongside the Hostess, plays a crucial role in welcoming guests, managing seating arrangements, and recommending menu options to enhance their dining experience They are dedicated to fulfilling guests' needs throughout their meal and, after guests depart, are responsible for cleaning and resetting the dining area.
Bartender's mission is to create delicious, nutritious, and beautiful drinks for diners Of course, they are also responsible for keeping their bar area clean and decent.
3.2.3 The serving process at Horizon restaurant
3.2.3.1 The serving process of the breakfast buffet
Pre-arrival Arrival During stay
Bill, Say goodbye and Clean
Receive booking the breakfast buffet table
Greet and confirm the breakfast buffet
Give the bill for the guest
Refill tea/coffee for the guest
Confirm the response ability of the restaurant
Prepare before the serving time
Clear the plates Clean and resetLead the guest to
Figure 3.3 The serving process of the breakfast buffet – The Horizon restaurant
Stage 1: Take reservations, prepare to welcome (Pre- arrival)
Reserve booking the breakfast buffet table
The cashier will compile and send a list of guests with table reservations, followed by verifying and tallying the total number of bookings Ultimately, the cashier will provide this information to the waitress to ensure the table is properly prepared for the guests.
Prepare before the serving time
-Checking the staff's uniform, appearance, and manners according to the standards of the business and disseminating the intended dishes.
-Clean the party space and dining utensils.
-Set up the dining table and ordering table according to the restaurant's standards.
-Put eating utensils: plates, cups, spoons, plates, cups, napkins at the right positions.
-Support the kitchen department to bring the dishes, sauces, spices to the table to place the dishes in the specified order and position of the restaurant.
-Place the correct nameplate in front of the food trays
Stage 2: Welcome the guest (Arrival)
Welcome the guest, check to book the table:
-When guests arrive, the hostess of the restaurant will actively greet guests with a cheerful, enthusiastic attitude and must greet them in the appropriate language according to the restaurant's standards.
Upon arrival, the staff will warmly greet guests and verify their reservation details, including the guest's name and the number of individuals in their party, before guiding them to their designated table.
Confirm the ability of the restaurant:
-If the guest has booked a table, the hostess will lead the guest to the reserved table, the hostess must actively pull the chair to help the guest.
For guests without a reservation, the server will locate an appropriate table Upon agreement, the waitress will escort the guest to the table and assist by pulling out the chair If no tables are available, the hostess will invite the guest to return later or wait, and if the guest consents, their name and room number will be recorded on the waiting list.
Lead the guest to the table:
-When the hostess leads the guest to the selected table, the hostess must be 1.5m ahead of the guest and have to close their fingers.
-After reaching the table, pull the chair to help you and say:
"This is your table, please sit down" And then the hostess will reassign the job to the service staff.
Stage 3: Serve the guest (During stay)
This is the most important stage in the service process because it accounts for the majority of guest satisfaction and is also the revenue generation phase for the restaurant.
Upon seating, the waitress should inquire whether guests would like coffee or tea After receiving their preferences, she will retrieve the beverages prepared by the bartender for the guests.
Refill tea/ coffee for the guest
During breakfast, it is essential for waitstaff to attentively monitor guests' tea and coffee consumption, proactively offering refills Before pouring more beverages, waitresses should always inquire if guests would like additional servings This practice not only demonstrates the politeness of the service staff but also helps prevent unnecessary waste in the restaurant.
Service staff should consistently monitor and promptly clear used dishes from tables to maintain cleanliness and create space for new dishes When removing these items, it is courteous for waitstaff to ask guests for permission by saying, "Excuse me, may I take this for cleaning?" This practice enhances the dining experience while ensuring an organized environment.
Stage 4: Bill, See off and Clean (Departure)
Give the bill for guest
Service staff will give the invoice to guests when guests have breakfast according to the restaurant's standards, guests who have not registered for breakfast at the restaurant
Say goodbye to the guest
ANALYSIS OF AVALUATION
Genaral analysis of the situation of Danang Golden
4.1.1 The result of business operation of Danang Golden Bay Hotel :
The financial performance of a hotel is ultimately assessed by its profitability, which is calculated by subtracting expenses from revenues A detailed analysis of DGB's business operations results is presented in the following tables.
Table 4.1: The business result of Danang Golden Bay Hotel
The figures in the table show that DGB's income tends to increase in 2018 and 2019 but shows signs of a sharp decline in
DGB, established in late 2017 and operational in 2018, experienced significant revenue growth from $10,643,455 in 2018 to $14,003,944 in 2019, marking a 31.57% increase as it gained recognition among tourists in Da Nang However, in 2020, DGB's revenue plummeted to approximately $6,025,437, reflecting a staggering 56.97% decline compared to the previous year This drastic drop can be attributed to the COVID-19 pandemic, which severely impacted the tourism industry, leading to the closure of numerous hotels and restaurants and resulting in a significant decrease in hotel revenue.
The expense will also increase slightly from 2018 to 2019 and then decrease in 2020 Specifically, the expense of the DGB in
In 2019, hotel expenses rose to approximately $8,377,981, reflecting a significant increase of 48.86% from the $5,627,818 spent in 2018 This surge in costs can be attributed to rising item prices and investments in materials aimed at enhancing the hotel's quality and overall experience.
2018 and 2019 In 2020, the cost will decrease significantly, the expense of the DGB in 2020 is about 4,298,470 USD, a decrease of
45,70% compared to 2019 But the cost of 2020 is about 2 3 compared to revenue while years like 2018 or 2019 are only about
2 The reason is that the covid-19 epidemic has delayed tourism.
To maintain operations and attract tourists, DGB has invested a lot of money in marketing as well as creating discounts to attract tourists.
Like revenue and expenses, the profitability of DGB will also increase in 2018 and 2019 but decrease in 2020 DGB's profit in
In 2018, the profit was approximately $5,015,636, which rose to about $6,625,963 in 2019, marking a significant increase of 32.1% due to effective business strategies and departmental expansions However, in 2020, profits plummeted to $1,726,966, reflecting a staggering decline of 73.94% compared to the previous year This drastic reduction can primarily be attributed to the COVID-19 pandemic and the high operational costs incurred during this challenging period, resulting in significantly lower profits than in previous years.
4.1.2 The profit structure of Danang Golden Bay Hotel
Table 4.2: The profit of Danang Golden Bay Hotel
In analyzing the profitability of DGB, it's evident that the accommodation sector plays a crucial role, consistently leading in revenue across three key indicators In 2018, accommodation generated 61.15% of the total revenue, amounting to $3,067,061.80, while food and beverage services contributed 32.4% ($1,625,066.30) and additional services accounted for 6.45% ($323,508.60) This impressive performance marked a significant success for DGB in its inaugural year The trend continued in 2019, with accommodation revenue rising to $4,210,137, representing 63.54% of total earnings, while food and beverage services accounted for 32.1% ($2,126,934.20) and other services 4.36% ($288,892) Despite the challenges posed by the pandemic in 2020, accommodation maintained its leading position, comprising 68.87% of the revenue.
821,595.8 USD Food and Beverage service in 2020 accounted for a lower percentage than the last 2 years, which was 29.3%, equivalent to 349,539.1 USD, and additional services accounted for 1.83% equivalent to 21,831.3USD.
The accommodation sector consistently leads in both profit and revenue percentage within the DGB framework This trend is largely due to the primary objective of hotels, which is to provide tourists with a comfortable place to sleep Most travelers seek hotels for relaxation and the range of services offered, prompting hotels to prioritize their lodging options to attract guests effectively.
Eating is crucial for guests, with food and beverage (F&B) services ranking second in importance after accommodation In 2018, F&B services generated a profit of $1,625,066.30, accounting for 32.4% of total revenue This figure rose to $2,126,934.20 in 2019, representing 32.1% of total earnings.
In 2020, the F&B sector experienced a significant profit decline of $349,539.1, representing a 29.3% drop, largely due to the COVID-19 pandemic's adverse effects on tourism The proportion of F&B services decreased compared to previous years, as the industry struggled to adapt to the rapid slowdown in travel Although DGB implemented various strategies to attract tourists, such as discounts and package deals, these measures ultimately led to a substantial reduction in revenue for F&B services.
Additional services play a crucial role in enhancing the appeal of large hotels like the Danang Golden Bay Hotel While the profit margins at DGB may not be exceptionally high, these supplementary offerings, including a fitness center, spa, and swimming pool, help to establish its prestige and sophistication Minimal additional investment allows the hotel to generate consistent profits, reinforcing its status in the competitive hospitality market.
Accommodation consistently represents over 60% of hotel revenue, making it the most profitable service for hotels Food and Beverage (F&B) services rank second, playing a crucial role in attracting guests and boosting revenue, although their profit margins can be inconsistent To enhance profitability, hotels should strategically invest in the F&B department While supplementary services contribute a smaller share to overall profits, they offer relatively stable returns, suggesting that hotels should diversify their offerings by investing in these additional services.
4.1.3 The profit structure of F&B service at Danang Golden Bay Hotel
Table 4.3 The profit structure of F&B service at Danang Golden Bay Hotel
Accommodation consistently represents over 60% of hotel revenue, making it the most profitable service Following closely is the food and beverage (F&B) service, which plays a crucial role in attracting guests and boosting overall revenue However, the profit margins for F&B services can be unpredictable, prompting hotels to develop strategic plans and invest further in this area to enhance profitability Although supplementary services contribute a smaller share to total profits, they tend to offer more stable returns Consequently, hotels should consider investing in these additional services to diversify their offerings and improve overall financial performance.
Next, the restaurant's profit accounts for the highest proportion of the total profit of F&B services In 2018, the restaurant's profit was 760,531 USD, equivalent to 46.8% By
2019, the restaurant's profit increased to 1,046,393 USD or 47.2%.
In 2020, the restaurant's percentage will still increase to 58.7% but the profit down to about 205,179USD Restaurant profit percentage increases relatively steadily, but profits decrease and
In 2020, the tourism industry faced significant challenges, leading to a notable disparity between profit percentage and actual earnings DGB focused on maintaining its appeal through various promotions to attract visitors, resulting in lower profits Most guests at the Danang Golden Bay hotel opted for promotional packages, which limited the sales of food and beverage products, as they primarily utilized the restaurant's main offerings.
The banquet segment represents a significant portion of the total revenue for the food and beverage (F&B) services industry, particularly for luxury events, meetings, and weddings In 2018, this segment generated a profit of $567,148.1, accounting for 34.6% of total revenue The following year, profits rose to $809,181, reflecting a 36.5% share However, in 2020, the banquet profits plummeted to $103,463.6, representing only 29.6% of the total, primarily due to the COVID-19 pandemic, which severely restricted gatherings and events.
The Executive Lounge, Mini Bar, and Pool Coffee have experienced a decline in profit percentages over recent years, with earnings dropping from $297,387.15 (18.3%) in 2018 to a low of $40,896.1 (11.7%) in 2020 This downward trend is attributed to high production costs and a lack of unique offerings that fail to encourage repeat visits, compounded by the impact of the Covid-19 pandemic, which led to service shutdowns and reduced profits To address these challenges, DGB must explore new business strategies and invest in diversifying its F&B services to enhance product offerings for visitors.
Labor structure at Horizon restaurant
In the service industry, the human element plays a crucial role, as individuals are the driving force behind service delivery They are central to all service activities and have a direct impact on the overall quality of service provided.
The quality of a restaurant heavily relies on the qualifications and training of its staff, particularly those in direct contact with guests Each staff member plays a unique role based on their position, which significantly influences service delivery Understanding the labor structure within the restaurant is essential to assess how human factors impact overall guest satisfaction and service quality.
Table 4.4 The labor structure at The Horizon restaurant
The restaurant boasts a young and dynamic staff, with the majority under 30 years old, reflecting enthusiasm and energy Notably, there is a higher number of female employees, which is beneficial in the service industry due to their patience, attentiveness, and industrious nature Most staff members hold degrees in tourism, ensuring they possess the necessary skills and professionalism This well-trained team instills confidence and leaves a positive impression on guests.
During the high season, the restaurant experiences heavy crowds, particularly for its popular breakfast buffet, leading to insufficient staff to provide optimal service To enhance guest experience, the F&B department should prioritize regular recruitment during peak times, focusing on hiring individuals with professional skills and strong language communication abilities This strategy will not only improve service quality but also leave a positive impression on guests through a more professional team.
The guests survey result on services at Horizon restaurant
4.3.1 The number of guests and period survey
The Horizon restaurant primarily attracts buffet diners, as the number of ala carte patrons is limited A survey conducted over 30 days involved 1,200 buffet users, providing valuable insights into customer preferences and dining experiences.
Each day, the hostess at Horizon Restaurant distributes approximately 40 questionnaires to different guests, seeking their permission to provide feedback on their dining experience It's essential for the hostess to observe guests' attitudes and recognize their faces to avoid requesting reviews from the same individuals on consecutive days This process ensures that the feedback collected is objective and representative of the restaurant's service Guests can rate various aspects of the restaurant, and only valid reviews will be screened and considered for improvement.
4.3.3 The survey result statistics in June 2019
Survey in a day Survey in June 2019
Number of feedbac k issued per day
Averag e number of feedbac k receive d
Number of feedbac k issued in the month:
Total number of feedback received in the month:
Number of unsuita ble feedbac k
Table 4.5 The survey result statistis on services at The Horizon restaurant in
The votes are collected by hostess and invalid votes are discarded Calculations are calculated by restaurant managers and hostesses.
4.3.4 Evaluation criteria of the survey result
Very poor Poor Average Fairly
Table 4.6 The evaluation criteria of the survey result on service at The Horizon restaurant in 2019
Guests will receive clear instructions regarding the evaluation criteria, which are prominently displayed on the rating form The survey results for home services are assessed using a 10-point scale.
4.3.5 The guests survey result in June 2019
Number of feedbac ks scored
1 Variety of food and beverage 684 5572 8.1
2 Quality of food and beverage 795 7052 8.9
3 Presentation of food and beverage 650 5103 7.8
4 Value for money of food and beverage 584 4182 7.1
Table 4.7 The guest survey result on services at The Horizon restaurant in
The hostess will be the one who collects the valid and aggregated votes as well as statistics the results of the rating.
4.3.6 Analysis the guests survey result at the Horizon restaurant
According to the evaluation results presented in Table 4.7, guests predominantly rate the service as either quite good or good This analysis will focus on filtering the factors that guests have assessed to derive meaningful conclusions.
1/Value for money of food and beverage
2/ Presentation of food and beverage
3/ Quality of service 4/Efficiency of service 5/ Music
1/ Variety of food and beverage 2/ Quality of food and beverage 3/ Friendliness of service
Table 4.8 The categorize guest reviews at Horizon restaurant.
Guests at Horizon restaurant highly value the quality and variety of food and drinks offered, as indicated in Table 4.8 Additionally, the restaurant's impressive facilities contribute positively to the overall guest experience.
Guests highly appreciate the diverse food and beverage offerings at the Horizon restaurant, a 5-star establishment within the Danang Golden Bay Hotel With a sophisticated culinary space, the restaurant serves an array of European, Vietnamese, and local dishes, ensuring that visitors never tire of the menu during their stay The convenience of enjoying authentic local cuisine on-site adds to the appeal, making Horizon a favorite among guests who frequently return for its exceptional dining experience.
The quality of food and beverages at Horizon restaurant is a key factor in guest satisfaction Each dish is carefully crafted by professional chefs using high-quality ingredients with a clear origin, adhering to HACCP standards for food hygiene and safety This commitment to excellence ensures that guests feel both satisfied and secure in their dining experience.
One of the most valued aspects by guests at Horizon restaurant is the friendliness of the service The staff's warm and attentive demeanor creates a welcoming atmosphere, ensuring that guests feel both respected and appreciated Their proactive greetings and genuine consideration leave a lasting positive impression, making the dining experience truly memorable.
Guests at Horizon Restaurant express high satisfaction with the facilities, particularly appreciating the 5-star standard furnishings that reflect luxury and careful investment The decor, inspired by unique elements of global cultural heritage, creates a harmonious and sophisticated atmosphere, blending bold Asian features with modern design, further enhancing the dining experience.
European architecture This will make diners at home and abroad feel the modern but no less familiar features in the restaurant's space.
Guests highly value the atmosphere at Horizon Restaurant, which features luxurious and sophisticated decor The restaurant boasts a stunning setting with a romantic sea view, making it ideal for intimate dates or cozy family gatherings This inviting ambiance has left a lasting impression on diners, enhancing their overall experience.
To enhance guest satisfaction, restaurants must focus on key factors that influence impressions, such as the presentation and value for money of food and beverages, as well as the quality of service Addressing these elements is essential for creating a more positive experience and leaving a lasting impression on patrons.
The Horizon restaurant prioritizes quality in its food and beverage offerings, sourcing only tested and safe ingredients However, this commitment to excellence results in higher prices, leading some guests to feel that the value for money is lacking As diners compare prices with other restaurants, they may perceive the cost as excessive, which can lead to dissatisfaction with their overall dining experience.
Due to the high prices, diners have heightened expectations for presentation Even though professional chefs prepare the dishes, many guests find the presentation lacking, particularly in buffet settings In buffets, chefs prioritize the quality and quantity of food and beverages over aesthetics, which often results in a less impressive presentation that fails to meet guests' expectations.
Besides the evaluation factors of food and beverages, the quality and efficiency of service are also not appreciated by diners.
During peak season, the restaurant experiences a significant influx of guests, particularly at the buffet, leading to overcrowding As a result, staff struggles to promptly clear used dishes, which diminishes diners' satisfaction with the overall service quality.
Service efficiency in restaurants significantly impacts guest satisfaction When the establishment is not busy, employees often engage in conversations or use their phones instead of preparing for incoming guests This lack of readiness results in ineffective service, leaving guests with a negative impression of the overall efficiency Consequently, patrons feel that the level of service provided does not meet their expectations.
Evaluation of the service status at the Horizon restaurant
Based on the analysis of Labor structure at Horizon restaurant and the evaluation factors of guests, we can draw the strengths and weaknesses of the restaurant.
The Horizon restaurant staff exemplifies friendliness, consistently greeting guests with warm smiles and a helpful attitude They are attentive to every detail, ensuring that all guest requests and questions are addressed promptly This proactive approach to hospitality creates an atmosphere where visitors feel valued and respected, leading to a satisfying dining experience.
Horizon Restaurant, situated in a stunning location with breathtaking views, offers a modern decor that enhances the dining experience Its picturesque sea view creates a perfect ambiance for romantic dates or cozy family meals, leaving a lasting impression on guests.
Horizon restaurant boasts a young, dynamic, and enthusiastic staff, all of whom possess strong English communication skills and receive professional training The management prioritizes employee development through regular training and assessments to enhance their skills Additionally, the restaurant's food quality is exceptional, with dishes prepared by professional chefs using fresh, safely sourced ingredients that are imported daily Guests can dine with confidence, knowing that every meal meets high standards of hygiene and safety.
At Horizon Restaurant, dining utensils are meticulously prepared to ensure an exceptional guest experience Each piece is thoroughly cleaned in a specialized dishwasher, then carefully dried and organized by our attentive waitstaff This attention to detail reflects the high standards and quality associated with a five-star dining establishment.
The restaurant primarily serves Korean and Chinese guests, leading to frequent language barriers between patrons and staff This issue is particularly prevalent among elderly customers who may not speak English, making it difficult for staff to provide clear instructions Such communication challenges can result in dissatisfaction with the restaurant experience and negatively impact overall service quality.
DGB is a prestigious 5-star hotel that consistently attracts high-paying guests, particularly at its Horizon restaurant This influx of discerning visitors demands a high level of professionalism from the staff, presenting both challenges and pressures in delivering exceptional service.
The ala carte dishes offer exquisite flavors, but their lengthy preparation time can lead to extended waits for guests This delay often results in dissatisfaction, ultimately impacting the hotel's professionalism and guest experience.
The predominance of female staff in the restaurant offers both advantages and challenges While their presence is beneficial, many women face the dual burden of social responsibilities and household duties, leading to frequent absenteeism Additionally, the shorter life expectancy of women in the industry often results in higher turnover rates, impacting service consistency and team dynamics Furthermore, as a 5-star establishment, Horizon requires high-quality equipment, but the weight of certain dishes poses a challenge for the female service staff, contributing to slower service and diminishing the restaurant's professionalism.
During the low season, Horizon restaurant often experiences a lack of guests, leading to staff disengagement and unpreparedness when customers do arrive This lack of focus can diminish service quality and slow down guest interactions In contrast, during peak season, the restaurant hires casual staff, many of whom lack professional qualifications and English communication skills This can create challenges in effectively serving foreign guests, ultimately impacting the restaurant's perceived professionalism.