INTRODUCTION
Rationale
In today's rapidly evolving social landscape, sectors such as the economy, technology, trade, and services are experiencing remarkable growth This progress has led to intense competition, particularly within the hotel, resort, and retail industries The tourism and service sectors are becoming increasingly vital to the economy, significantly boosting national income Our country's tourism industry has seen substantial advancements in technological facilities, enhancing visitor experiences through an array of hotels, motels, and tourism trade villages To thrive in this competitive tourism market, businesses must focus on improving service quality and developing effective strategies to attract and satisfy customers.
Tourists flock to experience the unique culinary culture, stunning landscapes, and vibrant arts of each city they visit As the country develops, there has been a significant increase in tourist demand for accommodations, dining options, and entertainment The emerging trend focuses on "healthy food and stylish clothing," reflecting a shift in consumer preferences.
Dressing well and warmly enhances the experience of dining out at restaurants, which have become a popular alternative to home-cooked meals These establishments offer a wide range of delicious and diverse dishes in a polite, luxurious, and relaxing atmosphere, making them ideal for special occasions like weddings, meetings, and social gatherings Consequently, many accommodation companies have expanded their services to include the culinary industry, boosting revenue and diversifying their offerings.
Da Nang, a prominent city in central Vietnam, is renowned as a prime living destination and a hub for tourism development, boasting unique natural and cultural landscapes Its diverse culinary offerings further enhance its appeal to visitors The competitive landscape of resort hotels in the area includes the Risemount Premier Resort, a five-star establishment celebrated for its distinctive architecture and strategic location With extensive experience in the restaurant sector, Risemount Premier Resort significantly contributes to the resort's revenue, highlighting its strengths and future development priorities.
Assessing the current condition of resorts is crucial for developing effective strategies to attract customers, particularly in light of the challenges posed by the Covid-19 pandemic over the past year Identifying solutions to these issues is essential for business sustainability, which is why this topic is of significant importance.
Aims and Objectives
This project focuses on analyzing the current state of tourists visiting the F&B department at Risemount Premier Resort, examining visitor trends over recent years It identifies key strengths and weaknesses within the F&B offerings and proposes effective strategies and solutions to enhance visitor attraction and increase overall resort attendance.
This study is aimed at:
- Detailing investigation of the entire current status of F&B department at Risemount Premier Resort.
- Pointing out the strengths and weaknesses in serviec’s quality
- Proposing some strategies to attract customers for F&B department
Scope of the Study
This study examines the current state of the Food and Beverage (F&B) departments at Risemount Premier Resort following an internship and research period It focuses on formulating effective strategies to attract visitors to the department amid the economic challenges posed by the Covid-19 pandemic.
Method of the Study
This research was conducted through a comprehensive approach that involved multiple methods Initially, data was gathered from diverse sources, including the internet, books, and related research projects Subsequently, relevant information was compiled through an actual survey process Finally, analytical methods were employed to clarify the issues at hand and propose effective attraction strategies.
Organization of the Study
The case study consists of five chapters :
Chapter 1 is mainly concerned with aims, objectives, the scope of the study, method of the study, and organization of the study
Chapter 2 present the theoretical background on tourists and hotel
Chapter 3 describes this case study in general and detail such as organizational structure, operational status of research object.
Chapter 4 focuses on analytical research and the evaluation of research objects Indicates the strengths and weaknesses of the FB department Then propose solutions to attract tourists.
Chapter 5 offers a comprehensive analysis and presents targeted recommendations for the Food and Beverage department at Risemount Premier Resort, while also advocating for the advancement of the foreign language department's learning initiatives and conclusions.
THEORETICAL BACKGROUND
Resort
A resort is defined as a location that provides a pleasant environment ideal for comfort and relaxation, offering amenities such as food, lodging, and recreational facilities to the public for a fee, according to the Department of Tourism's accreditation rules.
Based on information from resort executives and experts, the following is an appropriate definition for the term resort as it relates to lodging:
A resort is a comprehensive hotel that offers a range of attractions and entertainment options to enhance the recreational experience for guests These establishments are central to the visitor experience, frequently equipped with corporate and conference facilities, and are typically located in vacation-friendly settings.
Based on the characteristics of the structure, location, organizational structure,etc Resort is divided into the following types :
The resorts are divided into categories based on their intent and location.
Resorts can be categorized based on their location, including Beach Resorts, Ski Resorts, Golf Resorts, Spa Resorts, and Lake Resorts This classification is widely recognized by both customers and industry professionals In Vietnam, the unique geography featuring a long coastline means that most resorts are primarily beach resorts, offering stunning ocean views and access to sandy shores.
Classified according to the resort's position in relation to the primary target.
This article explores both destination and non-destination resorts, highlighting that destination resorts are located in popular tourist areas that attract visitors from around the globe, often prompting them to travel thousands of kilometers.
Banyan Tree Lang Co, Hue
Sam Tuyen Lam Golf & Resort in Da Lat offers a perfect getaway for those looking to unwind, with an average stay of around ten days Popular resort destinations include stunning beach locations like Morocco, the Maldives, and Phuket, as well as renowned ski resorts such as Whistler Blackcomb, Zermatt, and St Moritz Additionally, there are lesser-known resorts located about four hours from major cities, such as Vung Tau, Phan Thiet, and Mui Ne near Ho Chi Minh City, or Sapa, Ninh Binh, and Quang Binh from Hanoi.
Classified by time of operation
Resorts are often perceived as year-round hotels; however, many operate seasonally, categorized as Summer Resorts or Winter Resorts, depending on their open months.
Summer resorts are primarily popular in North America, operating from National Day to Labor Day, while winter resorts attract visitors to renowned ski destinations for long winter holidays However, rising tourism demand and climate change have led to the evolution of both types into Year-Round Resorts A prime example is Avoriaz Portes du Soleil Resort in France, situated in the Alps, which transforms from a winter ski haven into a summer destination offering hiking and biking activities.
Large space and close to nature
Modern resorts are typically located near beaches or mountainous regions, featuring expansive grounds with comprehensive amenities such as gardens, swimming pools, and entertainment areas to cater to tourists seeking a tranquil environment The innovative design of these resorts harmonizes with nature, offering a spacious, tidy, and aesthetically pleasing atmosphere while ensuring guest comfort and convenience Visitors can immerse themselves in the beauty of nature, enjoying a truly relaxing and delightful experience.
The unique architecture of Resort
Resort architecture is evolving, moving away from traditional long blocks and individual villas to embrace multi-story designs that promote separation and privacy This contemporary approach utilizes a variety of natural materials, including wood and bamboo, creating a harmonious connection with nature and enhancing the overall guest experience.
The unique architectural design of resorts is evident in their room arrangements, services, and overall construction Featuring synchronized architecture and innovative design concepts, these resorts offer a harmonious blend of accommodations, including vacation homes, all set against breathtaking natural scenery This distinctive combination creates a signature experience that is exclusive to resort destinations.
The unique design of each resort, reflecting local characteristics, sets them apart and enhances their appeal A prime example is the Topas Ecolodge Resort in Sapa, which is inspired by the stilt houses of the Northwestern people Its accommodations feature palm-roof granite structures and thoughtfully decorated interiors, utilizing natural materials such as bamboo, rattan, and ceramics to create an authentic experience.
In Vietnam, the rich cultural diversity across regions inspires innovative resort design ideas for investors However, regardless of creativity, it is essential to prioritize the integration of natural surroundings to enhance the guest experience and meet popularization requirements.
Mainly serving well – off customers
Unlike typical hotels, resorts are designed to provide comprehensive luxury experiences for affluent travelers, meeting all their needs from A to Z Consequently, the nightly rates at resorts are significantly higher than those of standard accommodations For instance, at Amanoi Ninh Thuan Resort, prices start at approximately 14 million dong and can reach nearly 100 million dong, making it an exclusive option for those with substantial financial means seeking a lavish getaway.
The level of service at the resort is up to international standards.
Most resorts in Vietnam are currently managed as joint ventures by large multinational corporations, ensuring full capital investment and operational oversight This foreign management approach leads to a high standard of service quality, with strict adherence to international norms regarding staff uniforms, customer service protocols, and overall operational procedures.
Foreign corporations implement strict management practices, necessitating the careful selection of resort staff who meet high standards in both appearance and expertise This emphasis on professional skills is essential to delivering exceptional quality and ensuring a superior experience for all guests.
2.1.4 Potential customers of the resort
Successful businessman - the most potential customer of the resort
CASE DESCRIPTION
Risemount premier resort
3.1.1 History and development of the Vicoland group
Vicoland Construction and Development Group Joint Stock Company, formerly known as Vincon Financial Joint Stock Company, was officially established on June 5 th 2007.
Vicoland Group is a dynamic business formed by young entrepreneurs who leverage their individual strengths and innovative ideas to gain a competitive edge in the real estate and construction sectors With extensive experience in managing real estate projects and civil engineering, as well as expertise in mobilizing diverse financial resources from investment funds and banks, Vicoland Group has established a strong foundation for sustainable growth and development in the industry.
Vicoland Group is dedicated to prioritizing quality and customer commitment, fostering a united and robust team that values wisdom, creativity, dynamism, and enthusiasm This commitment ensures that Vicoland Group delivers high-quality branded products that instill trust and satisfaction in its customers.
Vicoland Group prioritizes building customer trust through consistent service quality improvement and innovative production technology, rather than relying on loud mass media promotions Our commitment ensures that every customer who chooses Vicoland can confidently expect a brand synonymous with quality and reliability.
Vicoland Construction and Development Group Joint Stock Company is committed to holistic growth, enhancing its reputation, and ensuring the sustainability of its brand Guided by the motto "hunting for opportunities - welcoming success," the company continually seeks new avenues for development and achievement.
3.1.2 History and development of the Risemount brand chain
Vicoland Group has officially launched Risemount, an international resort brand developed by Vietnamese creators The company has also signed a management and operation contract with SBH Hotels & Resorts Group from Spain.
The Risemount brand, represented by the letter R, embodies a philosophy focused on emotional connection and service excellence that meets international standards Its mission is to elevate the status of Vietnamese tourism on the global stage while preserving value for the Vietnamese people.
Vicoland is actively investing in four luxury resort projects located in Da Nang, Thua Thien-Hue, and Quang Binh The Risemount Premier Resort Danang, which commenced operations in December 2016, exemplifies Vicoland's commitment to its development plan With its professional, internationally-standard services and exquisite design, the resort consistently achieves a room occupancy rate exceeding 80 percent.
Next is the resort complex of Risemount Luxury Beach Lang Co (Hue) expected to be inaugurated and put into operation in the fourth quarter of
2017, with strict standards of privacy and service quality, promising to bring
Experience the breathtaking beauty of one of Vietnam's most stunning straits, attracting both domestic and international tourists The Risemount Apartment Da Nang project boasts a prime riverside location along the Han River, featuring meticulously designed interiors that adhere to Japanese standards Additionally, the Risemount Hotel Quang Binh, situated on Huu Nghi Street in Dong Hoi City, is set to open its doors in November 2017.
To be successful as an international resort brand of Vietnamese people, Vicoland Group aims to develop sustainably by cooperating and exchanging technology with international partners.
3.1.3 History and development of the Risemount Premier Resort
Risemount is invested by a Joint Stock Company and My Khe Services, a member of Vicoland Group.
On November 19, 2016, Vicoland Housing Development and Construction Group Joint Stock Company launched Risemount Resort, marking the debut of the first Santorini-themed resort in Da Nang This resort is anticipated to become a trendy destination on the tourist map of this stunning coastal city.
Risemount draws architectural inspiration from the iconic Santorini island in the Cyclades archipelago of the Greek Aegean Sea, showcasing its signature white and blue colors Every detail of Risemount reflects the essence of Santorini, from the harmonious color palette to the thoughtfully crafted interior design, ensuring a unique experience for both domestic and international tourists.
Risemount Resort Danang, ideally located near the picturesque My An beach, offers a luxurious yet sophisticated experience that combines simplicity with elegance Upon arrival, guests are instantly captivated by the resort's unique ambiance, reminiscent of the sunny Mediterranean landscapes of Santorini, transporting them halfway around the world to a romantic Greek island setting.
Perfectly reproducing the typical white and blue colors of Santorini island, the 4-story building appears beautifully like a castle in mythology, prominent from early dawn to a romantic, fuzzy sunset.
Risemount Resort features 97 elegantly designed rooms and apartments, showcasing a harmonious blend of white tones and vibrant accents The thoughtful architecture highlights colorful confetti details on balcony corners, creating a unique and romantic atmosphere that sets Risemount Resort apart.
At Risemount Resort Danang, guests can savor a unique culinary experience at La Maison restaurant, which expertly blends Asian and European cuisines Visitors can indulge in their favorite beverages at Elia, or unwind with a stylish cocktail at the rooftop Kapari Wine bar by the pool.
Risemount Resort's Convention and Wedding Center, featuring elegant domed ceilings, wooden floors, and classic chandeliers, offers a spacious capacity for up to 600 guests, making it the perfect venue for hosting unforgettable events and celebrations.
Address : 120 Nguyen Van Thoai, My An ward, Ngu Hanh Son district, Da Nang city
- 10 minute drive from the airport
- 5 minute drive to city’s center
- 7 minute walk away to My Khe beach
Some pictures about Risemount Premier Resort Da Nang
3.1.4 Organization chart of Risemount Premier Resort
Figure 3.1: The diagram of Risemount Premier Resort organization chart
3.1.5 Functions, duties, services provided by Risemount Premier Resort
Risemount provides a diverse range of accommodations, dining options, and additional services tailored for both international and domestic guests Since its establishment in 2016, Risemount has been dedicated to delivering exceptional experiences and ensuring visitor satisfaction.
Organize the service business to fully meet the needs of customers, on the basis of perfecting the proposed policies.
Use and manage well technical facilities, labor resources, capital, etc.
Implementation of targets, plans of the company, the tourism department
Strictly comply with legal regulations on resort business
Some services are provided by Risemount :
- Free airport shuttle according to schedule
F&B department at Risemount Premier Resort
3.2.1 General information of F&B department at Risemount Premier Resort
Nestled in the heart of Da Nang city, Risemount Resort features La Maison, a restaurant that boasts a unique and luxurious design inspired by Santorini With its striking blue and white color scheme reminiscent of the azure sea, La Maison offers an elegant and sophisticated dining experience, showcasing meticulous attention to detail in every aspect of its interior design.
La Maison expertly blends Asian and European cuisines, showcasing bold flavors and a unique identity crafted by professional chefs With a commitment to providing an exceptional dining experience, La Maison ensures quality in its ambiance, culinary offerings, and service.
The F&B department encompasses various venues, including La Maison, the Lobby Bar, Kapari Bar, Terrace, and Ball Room, each designed to fulfill specific functions and responsibilities, ultimately catering to the diverse dining and entertainment preferences of customers.
La Maison Restaurant Served all day
Lobby Bar Bar Café, tea and cake
Kapari Bar Rooftop bar Privileges for guests to use
Terrace Garden bar Snacks and drinks menu
Banquet / Banquet set menu available
- La Maison: All-day catering | Buffet - Pre-ordered party - Buffet dish
Location: 4th floor | Capacity: 180 guests | Opening hours: 6:30 to 22:00Breakfast: 6h30 - 10h00 | Noon: 11:30 - 14:00 | Evening: 17:00 - 22:00
- Lobby bar: Café - Cake - Afternoon Tea
Location: Reception hall | Capacity: 30 guests | Opening hours: 9:00 - 22:00 Afternoon tea: 14:00 - 17:00
- Kapari bar: Relaxation - Exclusive benefits for Suites
Wine Collection and Snacks Menu
Location: Terrace B | Capacity: 52 guests | Opening hours: 19h00 - 24h00
Location: 4th floor | Opening hours: 6:30 - 22:00
OUTLET BALL ROOM SUB HALL BOARD ROOM
Table 3.3: The size of Hall
Hall BALL ROOM: Conference - Events - Meeting room
Location: Ground floor | Font size: 7.3m x 2.8m | Stage: 7.2m x 2.6m x 0.6m
PHÒNG HỌP SUBHALL: Hội nghị – Sự kiện – Phòng họp
Vị trí: Tầng 4 | Kích thước phông: 4,8m x 2,3m | Sân khấu: 4,8m x 2,8m
PHÒNG HỌP NHỎ BOARDROOM: Hội Họp
Vị trí: Tầng 4 | Kích thước phông: 2,2m x 1,2m | Sân khấu: 2,4m x 1,4m
Figure 3.2: The diagram of Restaurant organization structure
Risemount's restaurant is divided into 3 parts: restaurant, bar and swimming pool The restaurant staff is divided into 2 groups and work in shifts.
In addition to a restaurant assistant to help restaurant and bar management, each group also has three head shifts, responsible for assigning work to staff
Shift leader of pool and gym
Restaurant management assistantHead of the RestaurantDepartment during the shift Each group works in 3 alternating shifts a day, each 8-hour shift.
Morning shift from 6 AM to 2 PM
The afternoon shift runs from 2 PM to 10 PM, with one employee on duty overnight from 10 PM to 6 AM Shift transitions occur every 15 minutes to facilitate assignments Employees receive one day off each week, which must be pre-registered with the restaurant manager While the restaurant manager organizes the schedule, it remains flexible to accommodate specific circumstances.
The restaurant of the Risemount Premier Resort is a reputable restaurant with good quality.
The biggest strength of the restaurant is the catering business
Buffet parties, crib parties, parties, weddings, conferences,
La Maison restaurant, located within a luxurious five-star resort, offers a diverse array of food and beverage options that cater to the varied preferences of its guests, as reflected in its extensive menu.
The process of Service of Restaurant at Risemount Premier resort
In the restaurant of Risemount the customer service and reservation process is clearly divided by restaurant standards.
Figure 3.3: the diagram of Restaurant service process at Risemount Premier resort
Assist guests in finding a comfortable seat
Clean and set up again
Pay and see off guests
ServeReceive ordersWelcome guestsTake a reservation
ANALYSIS AND EVALUATION
Current status of business activities of Risemount Premier Resort (2019- 2020)
The hotel and resort industry has seen a significant evolution in tourist sources, transitioning from basic search engines and traditional booking methods, such as on-site reservations, to advanced technology-driven distribution channels In the era of Industry 4.0, these developments have streamlined the booking process, making it easier than ever for travelers to secure accommodations and event spaces.
Risemount Resort leverages various advantages to enhance customer experience and brand visibility By collaborating with online travel agencies (OTAs), Risemount effectively promotes its brand, creating a marketing ripple effect that showcases its offerings The resort also features a user-friendly website where potential guests can access essential information, view related images, and conveniently make direct bookings Additionally, customers have the option to reserve their stays through travel agents via tour packages, further increasing the resort's booking avenues.
The F&B department at Risemount is influenced by its guest sourcing strategies, catering to both hotel guests and external visitors When tourists make reservations at Risemount, they can easily book a table at the restaurant through the hotel receptionist or by calling the resort's internal phone number Additionally, non-resident customers, such as families looking for dinner or couples seeking a romantic evening, can also reserve tables These external guests often contact the resort directly or utilize intermediary platforms like Foody for their bookings.
Understanding the source of guests is crucial in the hotel and resort industry, as the characteristics of the target customer play a significant role in developing effective strategies to attract diners to the restaurant.
Through a survey of 100 customers at the restaurant I draw the following conclusions :
Object of customers go alone go with friends, partners go with family
Figure 4.1.1: The diagram of the object of customers
According to this chart, 25% of the 100 customers surveyed traveled alone,
Survey data reveals that most guests at the resort's restaurant visit with family, relatives, or friends, while solo travelers represent a smaller percentage The majority of guests utilizing the resort's accommodation services tend to travel in groups, either with their companions or as part of larger gatherings.
Kind of customers using restaurant services
Customers using the resort's accommodation services customers from outside
(Source: Results of processing survey data)
Figure 4.1.2: The diagram of Kind of customers using restaurant services
The chart reveals two distinct customer types utilizing the restaurant's services Firstly, nearly 70% of guests are those who use Risemount's accommodation alongside the restaurant, indicating a strong correlation between the two services In contrast, approximately 30% of visitors are non-permanent guests from outside, highlighting a significant portion of the clientele that does not stay at the accommodation.
(Source: Human Resources Department at Risemount Premier Resort Da
Table 4.1: Human resource of F&B department
In the hospitality industry in Vietnam, particularly in hotels, resorts, and restaurants, the workforce is predominantly female, with women making up 62.7% and men 37.2% This gender distribution reflects the industry's characteristics, necessitating that staff adapt to the working environment and possess strong communication skills to effectively engage with customers.
4.2 Analyze the Business Activities Result of F&B department of Risemount Premier Resort
(Source: Accounting Department of Risemount Premier Resort)
Table 4.2.1: The number of visitors to the restaurant in the period of
The table illustrates the annual tourist numbers from 2018 to 2020, highlighting that Chinese tourists represent the largest segment of our country's tourism and significantly contribute to Risemount's business Following them are Korean visitors, with American and Japanese tourists also making notable appearances Additionally, travelers from France, England, Germany, and other nations enhance the diversity of our tourism sector Furthermore, domestic tourists play a vital role in the success of the smokeless industry.
In 2018, tourism experienced significant growth, with restaurant visitor numbers remaining steady By 2019, the influx of tourists surged dramatically, resulting in an increase of 250 visitors compared to the previous year This remarkable rise in arrivals marks 2019 as a record-breaking year for tourism.
Da Nang is expected to see a surge in restaurant visitors this year; however, the Covid-19 pandemic severely impacted tourism, causing a significant decline in the number of visitors in 2020, which plummeted from 527 to much lower figures.
(Unit: Billion VND) (Source: Accounting Department of Risemount Premier Resort)
Table 4.2.2: The result of F&B Department business in 2018– 2020 period
Between 2018 and 2020, Risemount's F&B department experienced fluctuating financial performance In 2018, the division achieved a revenue of 56.2 billion VND and a profit of 25.8 billion VND The following year, 2019, saw a steady revenue increase of 6% and a profit rise of 5%, marking a successful year for the department However, in 2020, the impact of the Covid-19 pandemic led to a significant decline in sales, with revenue dropping by 40.1% compared to the previous year.
Analysis of revenue and number of tourist at Risemount Premier Resort
Table 4.3: The result of Resort business in 2018 – 2020 period
(Source: Accounting Department of Risemount Premier Resort Da Nang)
The data reveals that accommodation activities generated the highest revenue in service operations, making up 55.3% of sales in 2018 and increasing to 58.9% in 2019 Catering services also contributed significantly, accounting for 56.2% of total profits in 2018 and rising to 58.9% in 2019, highlighting its importance in the hotel and resort sector Meanwhile, supplementary services ranked third, with a revenue share of 17.8% in 2018 and 11.7% in 2019.
In 2019, various services such as spa treatments, transportation, room service, and laundry were offered, contributing to a substantial revenue stream After accounting for expenses, the net profit reached an impressive 308.3 percent Overall, revenue projections for 2018 indicated a strong financial performance.
The year 2020 is considered a disastrous year for Vietnam's tourism industry and globally, with Risemount Premier Resort experiencing a significant decline in visitor numbers The resort's total revenue for 2020 dropped to 95.7%, which is 2.6 times lower than the previous year, marking a challenging period for the establishment.
2019 Service activities decline seriously By the end of 2020, the profit brought to the resort decrease 64% compared to 2019.
4.4 Analysis of solutions attracting customers at Risemount Premier Resort
In the highly competitive tourism market, businesses like Risemount are actively seeking effective strategies to attract and retain customers for hotels and resorts To address these challenges, Risemount has developed a comprehensive Marketing-Mix system that encompasses various elements, including pricing, service quality, facilities, and external influences By focusing on these key areas, Risemount aims to enhance customer satisfaction and drive business growth.
The Marketing Mix Strategy in the hotel and tourism sector is a strategic framework that illustrates a company's interaction with its business environment, focusing on customers, competitors, and economic factors This approach encompasses customized marketing strategies tailored to the target market, along with considerations for the marketing mix and associated costs Essentially, the Marketing Mix Strategy Framework represents a set of controllable marketing elements that a company can strategically select and combine to effectively position its goods and services within a specific market segment, ultimately aiming to achieve a competitive advantage.
The marketing mix is essential for effectively targeting a specific market segment, guiding a company's marketing strategies and decisions It highlights the influence on consumer behavior and provides a clear framework for coordinating all related activities to maximize market potential.
To effectively implement the Marketing-Mix strategy, it is crucial that the quality of goods and services meets the needs of the target audience As competition shifts from price to quality, businesses, especially in the service sector, prioritize addressing quality issues and enhancing service standards This focus on quality drives the development of superior products that resonate with customers Consequently, the Marketing-Mix strategy serves as a key tool for Risemount Premier Resort Da Nang to gain a competitive edge in the market.
The marketing model is comprised of four key elements: Product, Price, Place, and Promotion Risemount utilizes these factors to identify its target market and develop tailored strategies that align with current conditions These strategies encompass differentiated and undifferentiated marketing approaches, along with specific product and pricing strategies.
4.4.2 Positioning of the product in the target market
When Risemount Premier Resort first started its operations in 2016, it was clear that tourism in Da Nang was steadily improving in several ways
According to statistics, the number of foreign tourists increased by 17.7% in
In 2016, the domestic business experienced a growth rate of 12.5% compared to 2015, highlighting the significant contribution of the smoke-free industry to tourism in Da Nang In response to this trend, the Risemount brand chain began to take shape, leading to the successful establishment of Risemount Premier Resort However, this growth also brought about increased market competition, posing challenges for company operations and market positioning.
Risemount Premier Resort was meticulously designed and constructed to uphold five-star quality, targeting a specific market segment By adhering to these high standards, Risemount positions itself competitively among other luxury accommodations, such as Grand Mercure Da Nang, DLG Hotel, and Novotel Da Nang Premier Han River, solidifying its presence in the upscale hospitality industry.
Since early 2020, Risemount has observed a significant shift in its guest market, transitioning from high-income tourists to a mix of middle and high-income visitors In response to this evolving consumer demand, the hotel's marketing strategy will focus on innovating its goods and services to better meet the needs of its target clientele Additionally, Risemount aims to enhance its positioning by creating unique use cases, ultimately striving to establish a resort with an exceptional public image and elevate the status of its guests.
Attracting visitors to Risemount Premier Resort directly correlates with drawing customers to its restaurant, as the target market for both is largely the same To meet the evolving needs of these guests, it is essential to enhance and refresh the restaurant's products and services, while also considering the unique demands of external customers.
In 2018, Da Nang's tourism sector experienced remarkable growth, significantly boosting Risemount's sales, particularly in the food service segment, which constitutes a major part of its revenue However, despite this progress, Risemount faces intense competition in the hotel market To maintain its position and attract more customers, it is essential for Risemount to implement effective marketing strategies.
Customers who reserve through our website can enjoy complimentary tastings of our new dishes This initiative not only enhances customer engagement with our site but also effectively showcases our latest culinary offerings.
Introduce a loyalty program offering 20% discount vouchers for dedicated customers, with the exception of months featuring public holidays This initiative not only fosters customer retention but also entices new customers by allowing them to accumulate points for future promotions.
Analysis of SWOT of F&B department at Risemount Premier Resort Da Nang
The beautiful and luxurious restaurant architecture carries the breath of the sea, inspired by Santorini
Clean and tidy style from space to staff uniform This creates sympathy and leaves an impression on the department from customers
Customers have a wide range of options thanks to the menu's diversity, which mixes Asian and Western types.
Risemount's F&B division includes plenty of space for dining and entertainment.
The service staff's skills in foreign language communication with foreign visitors are still limited
Risemount's brand value has yet to establish itself in the hearts of consumers.
The restaurant has not created a unique image inside customers
As technology evolves, restaurants gain new opportunities to engage with consumers, enhancing their understanding of customer psychology This insight enables establishments to tailor their offerings more effectively to meet the needs of their target audience.
An abundant and highly skilled workforce comes from college and university graduates of famous universities in Da Nang.
Da Nang offers a prime location for the hotel restaurant industry, boasting a wealth of advantages including stunning topography and natural beauty The city is rich in historical landmarks and entertainment hubs, making it an attractive destination for visitors seeking diverse experiences.
The opportunity for the number of visitors to return to Danang after the Covid pandemic.
Along with the development of technology tools, the market develops, the competition is increasingly fierce
The wear and tear of F&B facilities and equipment
Customers' trends and tastes change constantly
Evaluation of solutions to attracting customers
Risemount Premier Resort employs a strategic analysis of strengths, weaknesses, opportunities, and challenges to attract guests through effective product and pricing strategies A key approach is the diversification of menu offerings at La Maison restaurant, which leverages available resources and ingredients to create innovative dishes that pique customer interest This strategy not only enhances profitability and resource efficiency but also minimizes business risks associated with new product development while boosting competitiveness against other hotel restaurants However, it necessitates a high level of management within the Resort's F&B department to ensure a balanced integration of new and traditional offerings, preventing customers from overlooking established favorites Overall, the product diversification strategy has been successful from 2018 to 2020, featuring the introduction of various Vietnamese dishes to showcase the country's culinary heritage to international visitors.
Pricing strategies and promotions are closely linked, with the department implementing various promotions over the past three years, including regular holiday discounts for occasions like Women's Day and Valentine's Day While these discounts may not be groundbreaking, the attentive service and skilled application of up-selling techniques by staff enhance customer engagement and boost revenue Additionally, the department employs combo selling strategies, which effectively leverage customer psychology to encourage the purchase of small, higher-priced items as part of a bundle Despite the steady deployment and improvement of these strategies in 2020, the department continues to face significant challenges due to the adverse impacts of the Covid-19 global pandemic.
The F&B division of Risemount Premier Resort implements strategies that are timely and tailored to the department's specific circumstances Despite these efforts, the hotel restaurant sector continues to face challenges as the Covid pandemic persists.
CONCLUSION AND SUGGESTIONS
Summary of solutions to attracting customers of F&B Department at
Risemount Premier Resort is ideally located just 10 minutes from the airport, 5 minutes from the city center, and a short 7-minute walk to the beach, making it a perfect choice for travelers seeking convenience.
Discover the exceptional attractions and high-quality services offered at Risemount Premier Resort, highlighting the meticulous staff allocation and organizational structure After extensive research, we delve into the food and beverage department, showcasing its integral role in enhancing the overall guest experience.
At Risemount Premier Resort, guests enjoy a variety of room options in a tranquil setting, perfect for relaxation The resort also offers diverse dining and entertainment experiences, highlighted by the exceptional service at La Maison restaurant, Kapari Bar, and the rooftop swimming pool With a commitment to customer satisfaction, the F&B department employs innovative marketing strategies to meet the needs of all visitors.
The F&B division of Risemount Premier Resort encounters significant challenges, including intense competition and prolonged impacts from the pandemic, which has severely limited the market Additionally, unforeseen natural disasters have led to a notable decline in tourism Economic experts predict that the effects of the epidemic will persist until the end of 2021.
In my analysis of the F&B department at Risemount Premier Resort, I have identified key areas for improvement and proposed several strategies aimed at enhancing the resort's revenue.
Suggesstion for F&B Department
Effective marketing strategies are essential for businesses, including those in the hospitality sector like restaurants and hotels, to boost sales and attract customers At Risemount Premier Resort, the F&B department employs various strategies such as holiday promotions, product diversification, combo sales, and timely discounts to enhance customer engagement and drive revenue.
After doing some research and evaluation, I want to come up with a few suggestions for your acquisition strategy:
5.2.1.1 Combining the discounts program of F&B Department with accommodation services
To enhance the effectiveness of their strategies, F&B department heads should collaborate with the sales and marketing teams to develop impactful initiatives For instance, offering F&B discounts alongside guest accommodations can significantly attract more customers, as statistics show that 70% of restaurant patrons are also resort guests This synergy not only benefits customers but also reduces marketing expenses for both services, creating a win-win situation for the resort.
5.2.1.2 Investing more in building brand image
The brand serves as the foundation of a successful marketing strategy, significantly shaped by customer reviews and feedback A strong brand image is crucial for an enterprise's success, prompting the resort to invest in establishing a robust brand presence This investment fosters customer trust in the resort's services while ensuring that the brand resonates with the target audience.
With activities such as focusing on content introducing quality restaurants on the resort's website, by word of mouth marketing, cooperating with OTA channels, and e-commerce floors like Foodie.
A hotel's website must prioritize mobile-friendly features, including customized restaurant reservations, to avoid significant shortcomings Essential elements like a smartphone-optimized interface and fast access speed enhance user experience Additionally, integrating restaurant reservation capabilities directly on the resort's website is crucial The use of chatbots and easy navigation buttons also facilitates direct communication with hotel managers, allowing advisors to promptly address inquiries and prevent potential guests from seeking information elsewhere or considering competing hotels.
Engaging with customers is crucial for business success, and Risemount Premier Resort should implement activities that foster interaction by closely monitoring guest attitudes through attentive service staff The Food and Beverage (F&B) department must prioritize listening to customer feedback to better understand their needs and preferences Additionally, it is essential to pay attention to reviews on Online Travel Agency (OTA) platforms and e-commerce sites, responding thoughtfully to both positive and negative feedback By focusing on these key areas, the restaurant can cultivate a more favorable perception among customers.
5.2.2 The service quality of F&B department
Service quality is crucial not only for attracting customers but also for fostering loyalty and ensuring repeat visits While marketing strategies and promotions draw customers in, it is the quality of service that creates a lasting impression, encouraging them to return To enhance service quality, restaurants can implement specific strategies aimed at improving customer satisfaction and experience.
- Repair and upgrade facilities and equipment of the restaurant
- Make customers feel at home with greetings when they enter the restaurant, actively bring a glass of water when they order drinks
Conclusion
This graduation thesis presents an in-depth analysis of Risemount Premier Spa, a five-star hotel in Da Nang, focusing on its Food & Beverage (F&B) department and customer demographics It evaluates the strengths, weaknesses, opportunities, and threats facing the F&B department, while also examining the resort's business strategy for client attraction The research is grounded in data collected from actual surveys and credible digital sources, alongside insights drawn from previous student essays Based on this analysis, the paper offers strategic recommendations aimed at enhancing the F&B department's appeal and improving customer attraction at Risemount Premier Resort.
Tran Le Thao Quyen, a 4th-year English for Tourism student at Duy Tan University, recently completed a six-week internship at Risemount Premier Resort To finalize her graduation paper titled “An Investigation into the Real Situation and Some Solutions of Food and Beverage Department to Attracting Customers at Risemount Premier Resort,” she requires detailed and realistic data regarding the resort's food and beverage operations.
Therefore, I would highly appreciate it if you could spend some time addressing the questions below Your thoughts would provide me with a wealth of knowledge for my studies.
I guarantee that your personal information will be kept private and will not be used for any other purpose.
Thank you so much for your assistance!
Name : Gender : Male/Female Age: Nationality : Number of room : Email : Contact :
1 How many times have you stayed at Risemount Premier Resort Da Nang? o The first time o The third time o The second time o More than third
2 How did you know about Risemount Premier Resort Da Nang? o Travel agent o Internet o Relatives, friends
3 How long have you stayed at the resort? o One night o Three nights o Two nights o More than three
4 How do you feel about the resort's decoration? o Luxurious, trendy o Normal o Elegant, polite o Not eye - catching
5 How do you rate the facilities and equipment at the resort? o Very useful o Normal o Convenient o Not good at all
6 Have you enjoyed the food at the resort La Maison Restaurant yet? o Already o Not yet
7 How do you feel about the food at the restaurant? o Extremely delicious o Moderately delicious o Quite delicious o Not at all delicious
8 Please indicate your satisfaction level with the information about the F&B Department at Risemount Premier Resort Da Nang Rated on a scale from 1 to 5 as follows:
Design and decoration of the department 1 2 3 4 5
Facilities and equipment at the department 1 2 3 4 5 Appearance (presentable uniform, neat hair) of the
How friendly is the Waiter/waitress? 1 2 3 4 5
The service attitude of the Waiter/waitress 1 2 3 4 5
Guest service process of the department 1 2 3 4 5
The staff's ability to communicate in foreign languages 1 2 3 4 5
The F&B staff's level of knowledge 1 2 3 4 5
Ability to coordinate with other departments 1 2 3 4 5
9 Overall, at what level were you satisfied with Risemount Premier Resort
Da Nang? o Extremely satisfied o Quite satisfied o Quite satisfied o Dissatified
10 How likely are you to stay at our hotel again? o Extremely likely o Quite likely o Somewhat likely o Not at all likely
11 Will you introduce Risemount Premier Resort Da Nang to other people? o No, I won’t o I’m not sure o Yes, I will
C GUESTS’ COMMENTS, QUESTIONS OR CONCERNS
1 After using the services at Risemount Premier Resort Da Nang, which makes you feel really satisfied ?
2 What makes you not satisfied with the quality of services at Risemount Premier Resort Da Nang ?
3 In your opinion, what should Risemount Premier Resort Da Nang do to improve the quality of services to better meet the needs of guests?
7.https://www.classichotels.com/company-services/development-acquisition/ development-standards/
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Industry New Delhi, The McGraw Hill Companies.
4 Denney, G.R., & Michael, J.O (2007) Hotel Management and Operations (4th ed.) Canada, John Wiley & Sons, Inc.
5 Graeme, D., John, E., & Ruth, A (2008) Strategic Marketing: Planning and Control (3rd ed.) Slovenia, Elsevier Ltd
6 Philip, K., John, T B., & James, C M (2014) Marketing for Hospitality and Tourism (6th ed.) The USA, Pearson
1 Nguyễn Văn Mạnh & Hoàng Thị Lan Hương (2011), Giáo trình “Quản trị kinh doanh khách sạn”, Đại học Kinh tế Quốc Dân, Nxb Trường Đại học Kinh tế Quốc Dân.
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Du Lịch, Nxb Khoa học xã hội Nguyễn Văn Mạnh & Hoàng Thị LanHương (2004),