INTRODUCTION
Rationale
The year 2022 marks a significant turning point for Vietnam's service industry, signaling its recovery after a two-year hiatus due to the Covid pandemic Following unprecedented challenges that disrupted tourism activities, this period offers an opportunity for the sector to gradually adapt and respond to ongoing threats While growth has not yet reached pre-pandemic levels, competition within the tourism market is intensifying To thrive in this evolving landscape, businesses must implement effective strategies to improve service quality and solidify their market presence.
In the competitive tourism industry, the quality of service and staff distinguishes each brand, making reception a crucial element in shaping the business's image in customers' minds By focusing on exceptional reception experiences, resorts and hotels can cultivate customer loyalty, reducing the need for costly marketing efforts to attract new clientele.
Sandy Beach Non Nuoc Resort, a four-star establishment under Ben Thanh Non Nuoc Tourism Joint Stock Company, has been recognized by the Vietnam National Administration of Tourism However, my internship and research revealed that the Reception department's service quality has notable shortcomings These deficiencies not only hinder the resort from meeting evaluation criteria but also diminish its competitive edge in the tourism market.
In response to pressing challenges within the hospitality sector, and with valuable insights from my supervisor, I selected the topic “An Investigation Into The Real Situation And Some Solutions For Improving The Quality Of Services At The Reception Department At Sandy Beach Non Nuoc Resort” for my graduation thesis.
Aims and Objectives
This study aims to elucidate the functions, responsibilities, and significance of the Reception Department within the resort industry It will assess the current service quality at the Reception Department of Sandy Beach Non Nuoc Resort and provide synchronized solutions and recommendations to enhance the overall service quality of the resort's reception services.
Scope of the Study
Scope of the content: Investigate theoretical and practical issues on service quality of the Reception Department in order to enhace service efficiency.
Scope of the time: Field survey from December 20, 2021 to February
18, 2022 In addition, the statistics and associated records are collected from
Method of the Study
In this thesis, I employed a combination of analysis and comparison, along with theoretical and practical investigations, to assess the service quality at the Reception Department of Sandy Beach Non Nuoc Resort.
Organization of the Study
This graduation paper consists of three main parts:
Including Rationale, Aims and Objectives, Scope of the study, Methods of the study and Organization of the study in this case
Introducing some basic concepts related to resorts and tourism business
Providing information about Sandy Beach Non Nuoc Resort and showing the status of service quality at the resort's Reception Department
Analyzing some strengths and weaknesses of the Reception Department
Pointing out the difficulties and giving measures to improving the quality of the Reception Department
Summarizing the results of the study and contributing improvements to the research objects.
THEORETICAL BACKGROUND
Basic Conceptions
Tourism can be definited in variety of ways:
The International Union of Official Travel Organization defines tourism as the act of traveling to a location away from one's home, primarily for business purposes, rather than for employment or earning a living.
The Law on Tourism of Vietnam, enacted in 2005, defines tourism as activities involving individuals traveling away from their usual residences to fulfill their desires for sightseeing, education, entertainment, and relaxation over a brief duration.
Tourism encompasses the activities of individuals who travel and reside in locations beyond their usual surroundings for a duration of up to one year, primarily for leisure, business, and various other reasons, as defined by the World Tourism Organization (1993).
In accordance with Vietnam's Law on Tourism, a tourist is defined as an individual who travels for leisure or tourism purposes, excluding those who are studying, working, or engaging in income-generating activities at their destination.
According to the International Federation of Tourism Organizations, tourists are individuals who spend a minimum of 24 hours in a destination for various reasons, including entertainment, recreation, visiting family, worship, research, or work-related activities.
A resort is a tourist accommodation facility designed as a complex of villas, low-rise buildings, or apartments, typically located in areas with stunning natural landscapes and fresh air These establishments are often situated near the sea, rivers, or mountains, catering to visitors seeking relaxation, entertainment, and sightseeing opportunities, as defined by the Vietnam National Administration of Tourism.
- The resort is near the centers (within 3 hours by car)
- Resorts in rivers and lakes
Sort by level of investment:
- Type of resort with 100 or more rooms
- Mega resort or Resort Complex
- The resort is located in the cultural heritage complex
- Refuge Resort or Hideaway Lodge
- The resort operates full time
According to Son Hong Duc (2012), the resort is conceived as an accommodation business with the following four tasks:
Our accommodation facilities prioritize guest comfort, ensuring a safe and tranquil environment With fresh air and a noise-free atmosphere, our attentive staff is always available to assist guests promptly whenever needed.
To enhance the guest experience, offer a variety of unique, high-quality culinary products that are difficult to find at home The dishes should be delicious yet low in fat, featuring essential indigenous ingredients This approach allows tourists to relax while simultaneously exploring the local cuisine.
To enhance guest experiences, it is essential to offer a diverse range of entertainment services, from light and intellectual activities to adventurous pursuits By creating engaging programs and events, along with well-equipped facilities, guests can enjoy continuous entertainment without boredom Additionally, the entertainment provided should focus on relaxation, stress reduction, and rejuvenation, contributing to a youthful and revitalized state.
Finally, provide a variety of health care services.
Service quality refers to how well a product or service meets the specified needs and expectations of the buyer, ensuring satisfaction for the end user.
Service quality is what the supplier must do to meet the customer's requirements and regulations in order to be accepted by the customer - from the supplier's point of view.
Service quality is the suitability of a product or service to meet stated or predetermined requirements of the purchaser, according to ISO 9000.
2.1.4.2 The Features of Quality in Tourism
The quality of tourism services implies many different meanings However, in general, it still has the following characteristics:
Firstly, service quality is only evaluated most accurately based on customers after using the service.
Second, service quality also depends a lot on the quality of the material elements constituting the service.
Third, service quality is influenced by the staff providing the service.
Service quality hinges on maintaining high consistency in timing, location, and the service attitudes of all employees during customer interactions This consistency is evident throughout the entire service delivery process, ensuring a seamless experience for customers.
General Introduction about the Reception Department
2.2.1 Introduction about the Reception Department
The Reception Department serves as the resort's "face," offering essential services such as greeting and welcoming guests, managing check-ins and check-outs, and addressing their needs throughout their stay The Front Desk facilitates a range of services including room reservations, reception assistance, information exchange, financial transactions, concierge support, and luggage handling, acting as a vital communication link between guests and various departments, particularly housekeeping, restaurant, and security.
2.2.2 Tasks of Receptionists in the Resort
- Receiving guests to the hotel by greeting them warmly, and attending to their inquiries and also answer inquirers over the phone.
Our hotel is dedicated to providing guests with comprehensive information about our services and accommodation rates We assist in making reservations tailored to each guest's specific needs, ensuring a seamless experience Additionally, we prioritize efficiency by promptly processing all cancellations to prevent any confusion.
Establishing strong relationships and rapport with guests is essential for ensuring their comfort and satisfaction Addressing any complaints with courtesy not only resolves issues effectively but also safeguards the hotel's reputation.
- Keeping clear and comprehensive records of guest room bookings and all billings for accountability and future reference.
- Maintaining orderliness at the front desk by arranging documents accordingly and keeping the front desk area clean at all times to avoid rowdiness.
Efficiently managing all channels of room bookings—including online, phone, and in-person reservations—is essential to ensure that no inquiries are overlooked Promptly addressing these reservations helps maintain smooth operations and supports the overall success of the hotel business.
- Reporting issues of maintenance and malfunctioning appliances to the manager for quick repair in order to ensure guests comfort and satisfaction.
2.2.3 The Role of the Receptionists in the Resort
The Reception Department is the nerve center of each hotel and resort, so this department plays a very important role.
The Reception Department serves as a vital link between guests and the hotel, ensuring all their needs are met efficiently By handling tasks such as room bookings, guest registrations, and payment processing, the department facilitates seamless communication with other hotel services, including food, laundry, and entertainment In essence, the Reception Department acts as an intermediary, guiding guests to utilize various amenities and enhancing their overall stay experience.
The Reception staff serves as the primary point of contact for guests throughout their stay at the resort, managing all requests from arrival to departure This makes the receptionist a crucial player in delivering exceptional customer service, as they directly or indirectly address all guest needs and inquiries.
The Reception department plays a vital role in coordinating activities within the tourist area, promoting and advertising the resort's offerings, and advising the board of directors on business strategies and policies.
2.2.4 The Organizational Structure of the Reception Department
The organizational structure of a resort’s Reception Department varies depending on whether the resort is a small or a large business, but certain positions can exist in all organisations.
Typical positions include: Front Office Manager, Front Office Supervisor, Night Auditor, Receptionist, Reservation Agent, Guest Relationship Officer, Telephone Operator, Concierge, and Bellman.
- Hiring and training staff and managing the shift schedules
- Tending to guests' complaints and questions and providing exceptional customer service
- Managing budgets, records, and contracts
- Supervising staff and all front desk activities including bookings, appointments, phone calls, and emails
- Conducting performance reviews with the front desk staff
- Generating reports and feedback for presentation to the general manager
- Performing administrative duties such as filing and updating records, among others, as needed
- Checking guests in and out
- Receiving and managing reservations made online and telephonically
- Verifying guests' payment methods during check-in
- Assigning rooms to guests and informing them of any specials offered by the hotel
- Organizing transport services for guests at their request
- Providing guests with information about the hotel
- Keeping abreast of attractions that may be of interest to guests
- Checking the availability of accommodation or transportation on the customers’ desired travel dates
- Making reservations for customers based on their various requirements and budgetary allowances
- Processing payments and sending confirmation details to customers
- Selling and promoting reservation services
- Answering any questions customers might have about the reservation process
- Greeting clients when they enter the building and guiding them to their designated areas
- Processing important queries and managing customer expectations in a polite and friendly manner
- Keeping track of frequent clients and creating a tailored experience based on their personal needs
- Carrying luggage for the guests as they come to or leave the hotel
- Attending the main entrance door and welcoming/farewelling guests, arranging and managing transfers
2.2.5 The Processes of Serving Accommodation Services in the
The process of serving a guest staying at the resort is divided into 4 stages. a Pre – Arrival
When selecting a hotel for their stay, customers often make reservations in advance based on several key factors These include the hotel's advertising, recommendations from friends and family, the establishment's reputation, and positive experiences from previous visits Additionally, the influence of the booking staff can also play a significant role in the guests' decision-making process.
- In order to impress and create sympathy with guests, reservation staff need to have good communication and sales skills, and the ability to quickly handle guest booking requests
- The information received during the booking process will help to welcome and serve guests in the most thoughtful way. b Arrival
- Based on the information contained in the reservation form transferred by the reservationist, the reception staff needs to prepare a pre-registration file and assign rooms to guests.
- Specific tasks to serve guests during the guest arrival at the hotel include: welcoming, checking-in procedures and providing information to guests.
- The receptionist needs to introduce and provide full information about the service and note of the hotel's regulations for guests to know.
- After the guest has entered the room, the front desk staff completes the application and completes the procedures to declare temporary residence for the guest. c Occupancy
- During this period, the reception staff will coordinate with other departments to provide the required services, encouraging guests to use the resort's services.
- The receptionist is also the position responsible for receiving and handling guest complaints, ensuring guest satisfaction. d Departure
- Front desk staff do check-out procedures, see off guests and keep guest files.
To enhance guest satisfaction and encourage repeat visits, front desk staff should consistently update daily expenses and prepare payment records in advance, significantly reducing check-out waiting times.
- The receptionist calls a car for guests if they have a need.
Because the Front Office Department is a very important part of the business, the receptionist also needs to have certain requirements such as:
Effective communication is essential for reception staff, as they interact daily with customers, colleagues, and various departments This role requires strong communication skills, not only for face-to-face conversations but also for phone calls and emails Clear and effective verbal and written communication is crucial, as it enhances productivity and ensures smooth interactions throughout the day.
Receptionists thrive in fast-paced environments, necessitating strong multitasking skills to effectively manage various daily responsibilities The ability to prioritize tasks is crucial, enabling them to focus on the most important duties while efficiently transitioning between multiple tasks These multitasking skills enhance productivity, allowing receptionists to accomplish more in less time.
Receptionists serve as the initial point of contact in an office, making it essential for them to possess strong interpersonal skills Their warm and inviting demeanor helps create a positive first impression for guests and visitors Effective communication and interaction abilities enable receptionists to foster relationships within the workplace, enhancing the overall office environment.
2.2.6.2 Foreign Languages and Informatics Office
In the competitive landscape of the tourism industry, candidates who are fluent in English or other foreign languages are prioritized for receptionist positions This trend is driven by the increasing global integration of the tourism sector, which has led to a growing influx of international guests in our country's accommodation businesses Consequently, receptionists with strong language skills can facilitate smoother interactions and enhance the overall guest experience.
Proficiency in office computing is essential for professional receptionists, as they handle numerous tasks daily, including entering guest information, printing invoices, and reporting to superiors Efficient operation of equipment such as computers, printers, and payment card machines enhances work performance and significantly contributes to customer satisfaction.
-Being positive attitude, welcoming and always smiling to customers
-Being able to handle situations well
- Being able to work in a fast-paced environment and work under pressure
- Willing to learn and constantly develop yourself
- Being able to work in a team, willing to support colleagues in work, and being able to interact effectively with remaining departments of the resort
- Balanced appearance (no deformity, no infectious disease).
- Extremely good health to withstand high work pressure, especially during peak seasons
- Neat, clean and polite clothes
CASE DESCRIPTION
General Introduction of Sandy Beach Non Nuoc Resort
Address : 21 Truong Sa Road, Hoa Hai Ward, Ngu Hanh Son District,
Website : https://www.sandybeachdanang.com/
Sandy Beach Non Nuoc Resort is ideally situated at the foot of the mountains, overlooking the stunning Non Nuoc coast and the impressive Marble Mountains Spanning 17 hectares, this resort is conveniently located just 15 kilometers from Da Nang city and its international airport, 18 kilometers from the historic Hoi An ancient town, and 65 kilometers from the My Son Sanctuary.
Located just 110 kilometers from the historic city of Hue, the resort is ideally situated 6.5 kilometers from Asia Park and 8.5 kilometers from the Love Lock Bridge in Da Nang This prime location not only allows visitors to save time on travel but also provides the perfect opportunity to immerse themselves in the rich culture and unique heritage of Central Vietnam's world-renowned sites.
Sandy Beach Resort offers a total of 198 accommodations, including Standard, Superior, Deluxe rooms, Bungalows, and Premium Suites, designed to comfortably host up to three adults or a family of four Each room spans up to 90m² and features a balcony or large window with stunning views of the sea or lush gardens The interiors showcase luxurious Western-style wooden elements, emphasizing natural light and minimalist decor that reflects the essence of open ocean spaces Additionally, guests can enjoy amenities such as an outdoor swimming pool, tennis court, and comprehensive tour services.
3.1.2 The Organization Chart of Sandy Beach Non Nuoc Resort
Figure 1 The Organization Chart of Sandy Beach Non Nuoc Resort
Functions and Tasks of Each Department at Sandy Beach Non Nuoc Resort
An effective organizational structure tailored to the size and business strategy of a company enhances management and employee training This clear specialization of job functions, along with a top-down unity, enables employees to understand their roles and responsibilities, leading to improved performance Furthermore, the interconnectedness of various departments fosters a more efficient and harmonious workflow.
The Front Office Department is the first point of contact for guests arriving at the resort, serving as a crucial link between visitors and the resort's services This department handles all incoming calls, ensuring they are directed to the appropriate areas, and is primarily responsible for warmly welcoming guests Additionally, the Front Office skillfully addresses customer requests and resolves issues with professionalism They also oversee the operation of the resort's shuttle bus, enhancing the overall guest experience.
The department is tasked with maintaining the hygiene of the entire resort, including the living room, office, conference room, corridors, lobby, and restrooms Additionally, the staff is responsible for ensuring that rooms are cleaned to standard before guests check in, during their stay, and after they depart They also oversee the management and monitoring of property and goods within the guest rooms.
The restaurant plays a vital role in the resort by effectively catering to the immediate needs of modern tourists It is tasked with analyzing the food and beverage market to enhance quality and adapt menus to meet diner preferences Additionally, the restaurant organizes seating for events and conferences based on client specifications and provides meals for resort staff Furthermore, it serves as a memorable experience for guests, significantly contributing to the resort's monthly revenue.
The department's primary responsibility is to conduct market research, develop promotional strategies, and engage in trade and sales activities This includes signing contracts with travel agencies and both domestic and international travel companies Additionally, the department organizes advertising campaigns for the resort across various media platforms and collaborates with airlines to facilitate visitor arrivals It also serves as a hub for receiving customer reservation requests and relaying essential information to the front desk.
The accounting department plays a crucial role in formulating financial strategies, identifying and sourcing capital for the resort, and diligently monitoring, managing, and reporting on receipts, expenditures, and liabilities.
The department's employees diligently collect, classify, process, and synthesize data related to daily financial activities Their work ensures that essential information is readily available for stakeholders, while also reflecting incurred costs and outcomes from business operations This process aids in monitoring the effectiveness of capital utilization and evaluating business initiatives.
Introduction about the Reception Department
The department not only recruits personnel but also develops models and organizes human resources to meet guest service requirements tailored to the resort's size and characteristics It implements salary policies, insurance types, and corporate policies while overseeing the training and development of resort staff and providing advisory support to the board of directors.
The primary responsibility involves overseeing the regular maintenance and monitoring of hotel equipment, ensuring timely repairs for tools and machinery as requested by various departments Additionally, this role includes preparing stage decorations and sound setups for conferences, seminars, or other events hosted at the hotel.
Responsible for ensuring that the information system in the resort is smooth between departments Troubleshooting resort computer software programs.
3.3.1 Introduction about the Reception Department
The Reception Department is crucial for any accommodation business, including Sandy Beach Non Nuoc Resort, as it serves as the face of the establishment To ensure exceptional service, the resort employs staff with stringent recruitment standards Since its inception, the Reception Department has consistently received positive feedback from customers, significantly enhancing the resort's reputation and leaving a lasting impression on guests.
3.3.2.1 Framework Organization of the Reception Department
Figure 2 The organizational structure of Reception Department at Sandy
Training, supervising and managing all activities of Front Office staff
Recruiting employees and advising the Board of DirectorsAssistant Front Office Manager
Directing and assessing workflow periodically
Coordinating the Front Office Department's management
Managing and supervising departmental staff
Arranging working schedules for workers in the department
Ensuring efficient and smooth operations for producing excellent feedback and guest satisfaction
Managing day to day issues that may arise within the team or with individuals
Arranging work schedules for department staff
Supervising the working process of employees
Receiving information and handling customer problems
Coordinating with external service providers to meet visitors' needs
Designing and providing tours of nearby tourist attractions
Allocating and managing resort bus service schedules
Managing, monitoring and evaluating employee work processes.
Arranging work schedules for department staff
Performing check-in and check-out procedures for guests
Arranging and checking rooms before guests arrive
Making a stay record and guiding guests to pay the bill
Answering guests' questions and helping them exchange foreign currency if they request
Checking and handling room status
Processing invoices, updating customer expenses
Making reports and sending them to relevant managers and departments
Taking care of customers during their stay
Supporting to pick up and see off guests
Coordinate handling of guest complaints
Assisting in the daily operation and delivering quality service to the visitors of the resort
Transporting when guests staying at the resort have a need to go sightseeing
Delivering luggage, packages to rooms for guests
Being in charge of buggy transportation for guests staying at resort
Reception Department take place 24 hours a day But also depending the time when it is crowded - no guests, the resort will apply the appropriate form of organizing shifts.
The resort will operate in two shifts upon reopening after the epidemic, accommodating a limited number of guests This shift system is designed to maintain high-quality customer service while addressing staff shortages Each shift will be staffed with one to two receptionists to ensure efficient service delivery.
Organized into 3 shifts: This is how the shift is applied in normal days.
Each shift has at least 2 staff and the working time is:
Organized into 4 shifts: Mainly divided on days when the resort welcomes a large number of guests or on days with conferences, weddings, etc.
To enhance customer service efficiency, additional shift staff will support morning shift personnel with check-out and check-in processes Throughout the remainder of their shift, this team member will collaborate with both shift 1 and shift 2 staff to manage various customer service tasks effectively.
-Being energetic, positive, confident and love the work
-Willing to learn and absorb feedback and comments from customers, superiors and colleagues
-Handling the situation calmly and skillfully
-Demonstrating well the necessary skills such as: communication, persuasion, and so on
-Being able to support and help customers
-Being sociable and having the spirit to support colleagues
3.3.2.4 Facilities of the Reception Department
Table 1 Facilities of the Reception Department
Numerical order Name of Equipment Quantity
4 Magnetic card code loading machine 1
In addition, the front desk is also equipped with a number of facilities such as:
-File cabinet, form: Including 6 small cabinets containing plastic covers used to store customers' files.
-Tray for customers' invoices and payment vouchers: Store customers' invoices and payment documents transferred by other departments - used to update the customer's payment records on the management software system
-Reservation rack: Save the registration records of guests planning to check-in during the day.
-Hand-held thermometers and bottles of antiseptic solution
-All kinds of leaflets, pens such as: Room map, local map, medical declaration, etc.
3.3.3 The quality of Reception Department at Sandy Beach Non Nuoc Resort
3.3.3.1 The Quality of Receptionists at Sandy Beach Non Nuoc Resort
The table presents the academic qualifications, ages, and genders of the staff in the Reception Department, highlighting how these factors directly influence the quality of service provided.
Table 2 The data table about the factors affecting directly to the quality of the Reception Department
The data report reveals that most employees in the Reception department hold university degrees, with some having graduated from colleges, indicating a strong foundation of industry-relevant knowledge However, the impact of the COVID-19 pandemic over the past two years has also influenced the workforce dynamics.
Da Nang city has significantly impacted the tourism sector, particularly at Sandy Beach Non Nuoc Resort, leading to a substantial decrease in staff during 2021 and 2022 In response, the resort's management is actively hiring new personnel to meet guest demands and maintain high-quality customer service.
- About language proficiency, computer science and other qualifications:
Table 3 Foreign language proficiency of the receptionist at the resort
The Reception Department staff generally possess an average proficiency in English, with some counter personnel demonstrating strong language skills while others exhibit confusion Additionally, employees such as drivers and bellmen, who currently have lower qualifications, require further training to enhance their communication abilities.
Table 4 Office computer skills of the receptionist at the resort
Most employees demonstrate strong computer literacy, particularly in utilizing software like SMILE hotel management and essential office tools such as printers and faxes to enhance guest services However, for roles such as drivers and bellmen, advanced computer skills are not a requirement, as their tasks do not involve extensive computer use.
3.3.3.2 The Serving Process of Receptionists at Sandy Beach Non
As the porter escorts guests to the check-in counter, the Reception staff promptly informs the restaurant to prepare welcome water, ensuring a warm and inviting atmosphere for newcomers.
Step 2: Check the reservation in advance
To ensure a smooth check-in process, inquire about guests' reservations ahead of time If a reservation exists, verify it against the guest registration card In cases where no prior booking is made, assess the availability of rooms for immediate sale to guests.
Step 3: Compare the registration card:
The registration card has been printed by the staff of the afternoon shift the previous day from SMILE hotel management software along with the guest's booking.
- For guests who book directly or by phone, the receptionist requires guests to present identification documents such as identity cards, passports,
When guests make reservations through websites or travel agencies, the front desk staff will request the booking code to verify it against the information provided by the reservation department If discrepancies arise, corrections will be made, and if the code is accurate, the check-in process will proceed smoothly.
Step 4: Check the clean room
The receptionist utilizes the SMILE system to monitor room status, guiding guests through the registration process when a room is clean, indicated by a green signal Conversely, if the room is not ready, marked by a red signal, guests are kindly invited to wait.
The resort's check-in time is set for 2 p.m Guests who arrive earlier may be accommodated if their room is ready; however, if the room is not yet clean, they will be asked to wait until the designated check-in time.
Step 5: Guide customers to check in
The receptionist will take a photo of the guest's identification After that, the guest will fill in the information and sign the prepared registration form.
Ask customers about payment methods Guests will be required to pay 100% of the room rate, other service charges will be paid at check-out.
- If the customer pays in cash, the staff will write a docket and ask the customer to sign for confirmation.
- If the customer pays by card, the staff will give the receipt printed from the card machine to the guest Ask the guest to sign the remaining receipt.
Step 6: Take the guest to the room
Inform the bellman to carry the luggage and drive the buggy to take the guest to the room.
Step 7: Enter information into the system
ANALYSIS AND EVALUATION
Quantity and Structures of Visitors at Sandy Beach Non Nuoc Resort
Table 3 Number of guests at Sandy Beach Non Nuoc Resort (2020 – 2022)
Total Domestic Tourists International Tourists
Figure 3 Number of guests at Sandy Beach Non Nuoc Resort
The number of international visitors has significantly declined, dropping from 3,611 in 2020 to just 351 in 2022 Most international tourists originate from European countries, while visitors from Asia, including China, Korea, and Japan, as well as tourists from America and Africa, also contribute to the diverse cultural and geographical makeup of guests at the resort.
In 2021 and 2022, domestic tourists became the primary market for resorts due to the challenges posed by COVID-19, which severely impacted airport operations and complicated epidemiological inspections Notably, domestic visitor numbers rose from 3,374 in 2020 to 4,927 in 2021, with early 2022 seeing visitor numbers surpassing half of 2021's total This trend signals a positive recovery for resorts following their reopening and represents encouraging news for the country's tourism sector.
Table 4 Guest structure according to trip arrangements
Figure 4 Guest structure according to trip arrangements
The number of group visitors consistently surpasses that of individual customers, largely due to the venue's spacious campus and picturesque scenery, making it a popular choice for hosting significant events like outdoor weddings and year-end parties Additionally, the beach area is ideal for companies looking to organize team-building activities However, a three-year survey indicates a significant decline in both group and individual visitors, with group attendance dropping from 4,228 in 2020 to 3,116 in 2021, and individual guests decreasing from 2,757 to 1,811 The trend continued in the first four months of 2022, with group visitors falling to 2,193 and individual guests nearly halving to 789.
Guests’ Evaluation to the Quality of the Reception Department at Sandy
4.2.1.1 Evaluation to the Lobby area
Table 5 Evaluation to the Lobby area
Very satisfied Satisfied Normal Dissatisfied Very dissatisfied
Figure 5 Evaluation to the Lobby area
According to the above statistics, 468 guests feel extremely satisfied,
A recent survey revealed that 457 guests are satisfied and 274 feel neutral about their experience, while 32 customers are unsatisfied and 5 are very dissatisfied The lobby area, being the first point of contact for visitors at the resort, has received mostly positive feedback for its stunning views However, a significant concern among guests is the slippery floor, which poses a risk of falls This issue arises from the sea breeze that carries salt vapor into the lobby, keeping the floor damp despite the diligent cleaning efforts of the staff.
4.2.1.2 Evaluation to the Reception Desk
Table 6 Evaluation to the Reception Desk
Very satisfied Satisfied Normal Dissatisfied Very dissatified
Figure 6 Evaluation to the Reception Desk
Over 80% of customers express satisfaction with the Reception Desk; however, some feedback highlights a lack of brochures, which limits their access to additional information.
Satisfied Normal Dissatisfied Very dissatisfied
The pie chart illustrates that customer satisfaction is significantly influenced by the positive attitude of the staff Effective communication and enthusiastic support from the Reception department have created a favorable impression on guests Notably, 570 guests reported being very satisfied, while 510 expressed general satisfaction.
174 guests felt normal, it is worth mentioning that no guest has been disappointed in the service attitude of the receptionist at the resort.
Table 8 Evaluation to Working skills
Satisfied Normal Dissatisfied Very dissatisfied
Figure 8 Evaluation to Working skills
A recent assessment of working skills reveals that 51% of customers are extremely satisfied, while 43% report being satisfied, and only 11% feel neutral; notably, there are no complaints or low ratings The reception staff consistently strive for professionalism, ensuring that their skills are continuously enhanced.
Table 9 Evaluation to Foreign Languages
Very satisfied Satisfied Normal Dissatisfied Very dissatified
Figure 9 Evaluation to Foreign Languages
The majority of the department staff are proficient in English, ensuring smooth communication during the service process and satisfying most customers However, visitors who do not speak English often face challenges, leading to misunderstandings and unmet expectations Out of the total guests surveyed, 177 rated their experience as extremely satisfied or satisfied, while 14 felt neutral and 12 expressed dissatisfaction.
Very satisfied Satisfied Normal Dissatisfied Very dissatified
Currently, 199 guests report being extremely satisfied, 655 are satisfied, and 400 feel neutral about their experience, with no guests expressing dissatisfaction regarding the receptionist's uniform The female receptionists wear a white Ao Dai complemented by a red vest in winter, while male receptionists don a white shirt paired with dark trousers and a black vest Overall, the reception department's uniforms are designed for simplicity and comfort, allowing employees to perform their duties with ease This uniformity not only enhances professionalism and politeness but also leaves a positive impression on visitors.
4.3.2.1 Evaluation to Check – in Process
Table 11 Evaluation to Check – in Process
Very satisfied Satisfied Normal Dissatisfied Very dissatisfied
Figure 11 Evaluation to Check – in Process
At Sandy Beach Non Nuoc Resort, the efficient check-in process is designed to save guests time, earning positive feedback from customers However, occasional minor errors can lead to disappointment, but the resort promptly addresses these issues with effective policies for resolution and customer satisfaction.
4.3.2.2 Evaluation to the service process during the guest's stay
Table 12 Evaluation to the service process during the guest's stay
Satisfied Normal Dissatisfied Very dissatisfied
Figure 12 Evaluation to Service Process
The resort's guest service process has garnered high satisfaction levels, with 253 customers reporting they are very satisfied, 649 satisfied, and 297 feeling neutral The Reception department staff efficiently address guest requests, contributing to this positive feedback Additionally, the team is actively seeking solutions to enhance service quality, although there are still 55 reviewers who expressed dissatisfaction.
4.3.2.3 Evaluation to Check – out Process
Table 13 Evaluation to Check – out Process
Very satisfied Satisfied Normal Dissatisfied Very dissatisfied
Figure 13 Evaluation to Check – out Process
The check-out and payment procedures have garnered positive feedback from customers, with 426 guests expressing high satisfaction, 620 feeling satisfied, and 208 rating their experience as average, while none reported dissatisfaction The seamless coordination among staff ensures a smooth and accurate process, as reception personnel diligently conduct thorough checks to prevent any losses for both the business and its customers.
General Evaluation to the Quality of The Reception Department at Sandy
Sandy Beach Non Nuoc Resort has established a strong brand identity through various key factors, enabling the business to maintain a steady flow of guests while also attracting new potential customers.
The resort boasts a prime location that draws numerous tourists, making it a popular destination for travelers Set within a spacious and airy campus, it features a private beach and is conveniently situated near renowned tourist attractions.
Marble Mountains, Hoi An ancient town, so customers can save a lot of time in commuting.
The reception desk offers a refreshing natural sea breeze and an open space, ensuring that visitors feel comfortable and relaxed after their journey to the resort, despite not being equipped with air conditioning.
The Reception Department boasts a team of experienced staff, ensuring that customer service processes are both efficient and professional Their attentive and thoughtful approach in assisting guests with services such as purchasing air tickets, booking tours, and arranging taxi calls consistently leads to high levels of customer satisfaction.
Finally, the Reception department staff coordinated smoothly with other departments to help the customer service process take place quickly and promptly.
Despite receiving many positive feedbacks from customers, the resort still has many limitations that can cause businesses to lose points in the eyes of customers.
The reception area lacks essential features, such as a variety of brochures detailing the resort's services and nearby tourist attractions, which diminishes the guest experience Despite being a four-star resort, the absence of international clocks at the reception hinders both domestic and foreign visitors from easily keeping track of time.
Following the re-opening after pandemic-related closures, the department is facing a personnel shortage, which has occasionally resulted in delays in processing guests, particularly for group bookings.
The foreign language proficiency of the resort's reception staff is generally lacking; while most employees can communicate in English, interactions can often feel awkward Additionally, their ability to converse with Russian, Chinese, and Japanese guests is notably limited.
DIFFICULTIES AND SOLUTIONS
Difficulties
The reception area features a simple layout that lacks investment, resulting in a somewhat sketchy appearance While the main lobby is spacious, airy, and cool, dust accumulation on the floor and counter detracts from its aesthetics Additionally, the sea breeze introduces salt vapor, occasionally making the floor slippery and posing a safety risk for guests.
The equipment in the reception desk is quite old, the machinery is outdated and often malfunctions, interrupting the check-in and check-out process for guests.
The department faces challenges with foreign language proficiency among staff, as most can only communicate in English, which limits guest interactions Additionally, the decline in staff quality, reliance on temporary workers, and personnel shortages during the post-COVID reopening have compromised service quality Furthermore, the lack of staff training programs has resulted in inexperienced and unprofessional employees.
The communication and coordination between the reception department and other departments is sometimes not tight and efficient, affecting work performance, sometimes creating misunderstandings and causing disunity in the team.
Solutions
5.2.1 Enhancing the Facility of the Reception Department
The front desk needs to be invested more in form The use of fresh flowers to decorate will make the space more beautiful and impressive.
To enhance professionalism in the reception area, it's essential to install a clock that reflects the time zone of various countries Additionally, providing a selection of magazines, books, newspapers, and business brochures will assist customers in gathering information or passing the time while they wait during peak seasons.
To enhance working efficiency, it is essential to renovate the computers at the counter Additionally, regular maintenance and periodic checks of other equipment, including printers, magnetic key-making machines, and card machines, are crucial to prevent accidental damage.
5.2.2 Improving the Service Process of the Reception Department as well as the Qualitications of the Staff a Improving the Service Process of the Reception Department
The leadership needs to regularly organize training to improve professional knowledge and experience for staff.
In addition, department heads and supervisors need to periodically evaluate employees to promptly correct, give suggestions and criticize individuals who have not completed their tasks well.
Moreover, the leadership also should encourage employees to voice their own opinions, suggest temporary adaptation methods in the time of staff shortage. b Improving the Qualitifications of the Staff
Encouraging staff to learn languages like Chinese, Japanese, and Russian is essential, as most guests at the resort originate from these countries Implementing incentive policies can significantly boost employees' motivation to enhance their foreign language skills, ultimately improving guest experiences and fostering better communication.
Also, businesses should also organize more foreign language lessons, hire experienced native teachers to teach front desk staff, in order to increase confidence and avoid language passivity.
Recruitment criteria for positions in the Reception department should be improved in order to find suitable and high-quality human resources.
5.2.3 Strengthening the Relationship between the Reception Department and Other Departments in the resort
The Reception department must enhance collaboration with the Housekeeping department to effectively manage room status at the resort For rooms requiring special decorations, such as those for birthdays or weddings, it is crucial for receptionists to provide precise information to ensure that housekeeping meets customer expectations Additionally, reception staff should promote laundry services to guests and efficiently relay their requests to the housekeeping team.
The Reception department plays a crucial role in coordinating with the F&B department to monitor customer service effectively It is essential to update guests' spending accurately to facilitate a smooth check-out and payment process Additionally, reception staff should gather customer feedback on food quality to enable the restaurant department to address any concerns appropriately Furthermore, providing accurate guest counts is vital for the restaurant department to prepare ingredients and ensure optimal service for all patrons.
The reception staff should enhance collaboration with the Sales and Marketing team to effectively promote ongoing resort promotions and boost revenue By regularly exchanging information, they can stay updated on room availability for guests and gain insights into V.I.P guest details, ensuring a well-prepared reception process.
To enhance communication within the department, it is essential to identify the quickest exchange methods for addressing issues at the resort Team members should be ready to assist one another to maintain progress and ensure high-quality service for guests.
CONCLUSION AND SUGGESTIONS
Conclusion
In today's world, as material living standards rise, individuals are increasingly focusing on their spiritual well-being, with travel serving as a vital means of relaxation and rejuvenation after prolonged periods of work-related stress The tourism sector has expanded globally, transcending age and geographical boundaries Following two challenging years marked by the pandemic, Vietnam's tourism, particularly in Da Nang, has faced significant setbacks However, as the industry adapts to a new normal, it is gradually recovering, presenting both challenges and opportunities for revitalization Enhancing service quality is paramount, especially in the accommodation sector, where the Reception department plays a crucial role as the face of the business and the primary point of contact for guests With a diverse influx of tourists from various cultures, it is essential for Reception staff to continually refine their skills to meet customer expectations and foster a loyal client base My research, titled “An Investigation Into The Real Situation And Some Solutions For Improving The Quality Of Services At Reception Department At Sandy Beach Non Nuoc Resort,” explores these facets in detail.
- Overview of the resort, the Front Office department and service quality in the tourism industry
Sandy Beach Non Nuoc Resort has seen a significant transformation in guest numbers from 2020 to the present, reflecting a resurgence in tourism The Reception department plays a crucial role in enhancing the overall service quality, ensuring that guests receive a warm welcome and exceptional support throughout their stay This commitment to excellence has contributed to the resort's reputation as a premier destination for travelers seeking relaxation and comfort.
And I also proposed solutions to improve the service quality of the Reception department at Sandy Beach Non Nuoc Resort.
This thesis may lack depth and comprehensive understanding due to limited experience, and I welcome any guidance and suggestions from educators to enhance its quality I sincerely appreciate your support and assistance.
Suggestions
6.2.1 Suggestions for the Reception Department
To enhance the quality of human resources, the Front Office Manager and Duty Manager should prioritize a thorough recruitment process It's essential to regularly assess the capabilities of current employees and implement various incentive programs, including salary increases, bonuses, and recognition, to boost motivation and morale.
Secondly, training sessions on professional knowledge and skills, especially foreign language skills, should be focused and organized regularly to improve staff quality and service quality.
Fostering a culture of solidarity and support among department employees is essential The Reception staff often handle a significant and demanding workload, and collaborating with one another can enhance overall performance and improve work outcomes.
Finally, all employees should participate in contributing and consulting with superiors to improve the department and improve the revenue of the business.
6.2.2 Suggestions for Faculty of Engish and Duy Tan University
In order to improve the efficiency of our students during their internship and thesis writing, I would like to suggest the following ideas:
- Letting students get acquainted and practice soft skills through subjects at school
- Improving the quality of foreign language and computer output to help students be more confident when doing future jobs
Incorporating practical classes and internships into the curriculum allows students to familiarize themselves with the working environment early on, enhancing their learning experience and personal knowledge development.
- Expanding partnerships with tourism businesses in the city to both help the university's students have jobs after graduation and meet the stability of human resources for businesses.
(1) Nguyễn Văn Mạnh và Hoàng Thị Lan Huơng (2008) Quản Trị Kinh
Doanh Khách Sạn Đại Học Kinh Tế Quốc Dân, Hà Nội.
(2) Sơn Hồng Đức (2012), Quản trị kinh doanh khu nghỉ dưỡng, NXB Phương Đông, Tp Hồ Chí Minh.
(3) Nguyễn Thị Hồng Đào, Quản trị khu du lịch [electronic lectures]
Retrieved from https://123docz.net//document/2537339-quan-tri-khu- du-lich.htm
(4) Reception department, functions and responsibilities (n.d.) Retrieved from https://www.betterteam.com
(5)Sở Du lịch Thành phố Đà Nẵng Retrieved from https://tourism.danang.gov.vn
(6) Sandy Beach Non Nuoc Resort informations (n.d) Retrieved from https://www.sandybeachdanang.com
(7)Tổng cục du lịch Việt Nam Retrieved from https://vietnamtourism.gov.vn/
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