ACKNOWLEDGEMENT This paper has been finished with the enthusiast help of many people And once more, I would like to express my sincere gratitude to those First of all, I would like to express our sinc.
INTRODUCTION
Rationale
The tourism industry is a vital and competitive sector in Vietnam, significantly contributing to the economy by creating jobs and generating revenue In this context, the resort business plays a crucial role in meeting the diverse needs of travelers seeking relaxation, dining, and a change of scenery Da Nang city has emerged as a major tourist destination, and Blossom Resort exemplifies the high-quality services available to visitors With its modern architecture that blends Vietnamese and Japanese styles, the resort offers stunning views of the Han River and Asia Park, especially captivating at night with the illuminated Tran Thi Ly Bridge Blossom Resort provides a range of well-equipped services at reasonable prices, and its proximity to attractions such as the ancient town and museums enhances the overall experience To ensure guest satisfaction, it is essential to continuously improve room service quality and the overall facilities of the resort.
However, in the past year the number of visitors to the resort is very low.
Situation of the Accommodation Service Quality at The Blossom ResortDanang and some Suggestions to improve it”.
Aims and Objectives
This study evaluates the accommodation quality of The Blossom Resort in Danang by collecting data on service quality and guest feedback The research aims to enhance understanding of the tourist area and its accommodation activities, analyze the customer service processes, and highlight the significance of accommodation services Ultimately, the study will propose solutions to address limitations and improve service quality to attract more customers.
The study has 5 objectives below:
To find out and describe unique features of Blossom resort.
To identify and analyze the factors affecting services quality.
Research and evaluate resort’s reality situation in Accommodation field.
To examine accommodation service’s advantages and disadvantages.
To analyze and evaluate solutions to improve the accommodation service quality.
Scope of the study
This part would pay attention to two mains areas:
To gather information about resorts, I focus on key aspects such as scale, facilities, service quality, and current conditions I employ an observational approach alongside online research to compile comprehensive results.
From 2018 to 2020, I conducted an analysis and evaluation of the quality of accommodation services, leveraging the knowledge and experience gained during my internship.
From that, suggesting solutions and recommendations to improve the quality and attract tourists to Blossom resort in 2021 depends on current reality at Blossom resort.
Methods of the study
Selecting correctly and applying scientific research methods affect a lot the success of the topic I used following methods:
- Direct observation of qualities, services and work process of Accommodation Business at The Blossom Resort Danang has been carried out.
- Method of Collection: data were collected from resources at the resort such as books, websites and researches
- Method of Analysis: from data collected, we analyzed the real situation of Accommodation Business at The Blossom Resort Danang.
Organization of the study
In addition to the table of contents, list of tables and figures, list of references, the graduation thesis includes six chapters:
Chapter 1: Introduction – Shows the rationale to choose the topic, the aims and objectives, the scope, the methodologies and the organization of the study.
Chapter 2: Theoretical background – This part will introduce theories related to the resort and accommodation service.
Chapter 3: Case description It focuses on describing the organizational structure and how accommodation service work at Blossom resort.
Chapter 4: Analysis and evaluation Analysis and evaluation accommodation service at Blossom resort would be described This section outlines the strengths and weaknesses of the service.
Chapter 5: Difficulties and solutions Depending on chapter 4, I will present some difficulties in the recent situation of service in this chapter and offer solutions for each case to improve service quality.
Chapter 6: Conclusion and suggestions This part is the summary of research’s finding Moreover, from my own perspective, I give some suggestions for improvement for Blossom resort, tourism major of the English department and Duy Tan University.
THEORETICAL BACKGROUND
Resort
As economic conditions improve, individuals seek greater self-satisfaction and comfort, prioritizing the well-being of their mind, body, and soul This desire often leads to travel as a preferred form of entertainment, resulting in an increased demand for various accommodation options Among these, resorts have emerged as a popular choice for tourists looking to enhance their relaxation and leisure experiences So, what exactly defines a resort?
There are some resort’s definitions from different sources in this part, make it easy to understand clearly.
A resort is an ideal destination for relaxation and vacation, ranging from hotels to entire islands or ships One of the key attractions of a resort is the opportunity for guests to unwind without the burden of daily responsibilities, as these are managed by the staff Resorts typically offer a variety of activities, including massages, dining options, cosmetic treatments, and live entertainment, ensuring a comprehensive and enjoyable experience for visitors.
A resort is a destination that provides relaxation and recreation, akin to a hotel, but with enhanced accommodations and a wider range of amenities and activities Often referred to as a "resort hotel," these locations prioritize guest comfort and entertainment, making them ideal for vacations and leisure.
Categorizing resort depends on many different standards These types
(i) According to purpose and location
These types make it easy to understand through its name because it clearly represents the resort’s purpose and location:
These are some common types that popular for tourist To Viet Nam, because of our long coastline, almost resorts are located at the seaside.
(ii) According to primary target
This type consists of 3 main styles:
The resort complex functions like a self-contained town, featuring numerous hotels that cater to popular local amenities and services This creates a symbiotic relationship with nearby attractions, offering a diverse array of restaurants, entertainment options, retail shops, conference facilities, and various other amenities.
Destination resorts are situated in renowned tourist hotspots globally, drawing visitors who prefer to stay at these luxurious accommodations Typically, guests enjoy an average stay of around 10 days, making these resorts a popular choice for travelers seeking an immersive vacation experience.
Specialized tourism area: Often adding lively entertainment forms to attract tourists.
Conference Hotel: Specializing in providing conference rooms, exhibition halls, galleries, restaurants, retail stores, medical facilities,
This is a combination between casino and resort with a large scale It brings a lot of benefits, there may be specialty restaurants, golf courses, spa health care, modern services in casino,
Including hotels in the city that are renovated Many places also have spa clusters, casino, theater clusters, shopping areas, historic buildings and archaeological works,
Non-destination resorts are characterized by their location in lesser-known or obscure areas, contrasting with popular destination resorts These resorts may require visitors to travel for extended periods to reach them, making access more challenging.
It is usually considered the smallest type, including only one or two utilities and major resort services Therefore, it is not self-contained.
2.1.3 Some types of resort services:
To create a successful resort, it's essential to integrate complementary services that enhance visitor comfort Key accompanying services for a typical resort include dining options, recreational activities, wellness facilities, and transportation services These amenities not only enrich the guest experience but also contribute to the overall appeal and functionality of the resort.
At least, they typically have accommodation and catering services. Besides, there are some comforts that may consist of such as:
- Spas, saunas, and other wellness-related businesses
- Sports tailored to the environment, from ocean snorkeling to mountaintop skiing, …
- Tour to local landmarks and archaeological sites
- Gym’s fitness, sports coaching, swimming pool, … [4]
Some types of resort guest
In the hospitality industry, particularly in resorts, the customer is the central focus that significantly influences operational processes To enhance convenience and meet customer needs effectively, visitors can be categorized into four primary groups Tourists are primarily divided into two main categories: domestic and international travelers, each encompassing specific types to better address their unique preferences.
Budget travelers often carry only essential items in their backpacks and prefer to travel with minimal money They typically opt for inexpensive accommodations in developing countries, seeking adventure and challenges These young explorers are drawn to destinations with stunning landscapes, such as mountainous regions, where they can immerse themselves in nature's beauty.
Close-knit families or groups of friends typically plan their trips in advance, choosing holidays or days off to travel They often prefer to either work with a travel agency or conduct their own research to create their itineraries These customers are willing to spend more on their travel arrangements, particularly valuing privacy and a warm, personalized experience.
Senior tourists prioritize services that enhance their comfort during travel, as they may struggle with self-care They often seek tranquil destinations conducive to relaxation and value attentive service over aesthetics However, some seniors still enjoy adventure and may opt for bustling locations like casinos or ski resorts rather than beach or lake resorts This demographic is willing to invest significantly in their trips, aiming to enjoy a comfortable lifestyle in their golden years.
It is different from other types, company travelers undertaken travel that relate to work or business.
Travelers often seek accommodations that prioritize local transportation, diverse food options, and hassle-free lodging experiences They prefer staying close to public transit stations, conference venues, and major corporate offices Additionally, having access to a business center can significantly enhance their stay.
Accommodation business in resort and the criteria of resort
The accommodation business plays a crucial role in shaping the operation and branding of resorts and other lodging establishments within the tourism industry This sector encompasses various services that directly impact guest experiences and overall satisfaction.
Accommodation refers to temporary lodging options available for tourists, such as hotel rooms or suites These facilities often provide additional services, including dry-cleaning and room service, enhancing the overall guest experience.
The accommodation business focuses on renting rooms and offering various services to guests, aiming to generate profit while fulfilling customer needs Recently, there has been a significant rise in the number of resorts to support tourism growth, leading to a diversification of accommodation options beyond traditional commercial resorts Additionally, the accommodation sector provides a range of services, including bars, buffets, spas, fitness centers, laundry services, personal safes, and direct international dialing telephone facilities.
There is a diverse range of accommodation types available to suit every budget and preference, varying significantly in size, style, services, and features These options can differ not only from one country to another but also between urban and rural settings.
A hotel is an establishment that offers paid accommodation and various guest services for travelers Hotels are typically rated on a scale from one star to five stars, reflecting their size, location, and amenities, though alternative grading systems, such as letter grades from "A" to "F," are also employed globally to classify hotels.
Hostel - Ideal for budget travelers and backpackers, a hostel is an inexpensive type of accommodation, usually with shared bedrooms and communal facilities.
Motel - Originally designed for motorists, motels are roadside hotels equipped with minimal amenities and ample parking areas for motor vehicles.
Cottage - In today’s tourism sector, the term cottage is used to describe a small vacation house, typically in a rural area.
Chalet - Chalets are wooden Alpine-style buildings commonly found in and around mountain resorts.
Boutique hotels are uniquely designed and typically smaller in size, offering guests a personalized and high-quality experience These establishments emphasize intimate atmospheres and distinctive themes, making them a popular choice for travelers seeking something special.
Mansion - Usually built for the wealthy, mansions are large, opulent houses that generally pay homage to a historic architectural style.
A lodge typically refers to a small rural house that is often used for vacations or is seasonally occupied by outdoor enthusiasts, such as those who enjoy skiing or hunting.
A timeshare is a vacation property that offers shared ownership and usage rights, often found in desirable locations Originating in the UK during the 1960s, timeshares now come in various styles and ownership models Opting for a timeshare rental can provide a more cost-effective and amenity-rich experience compared to traditional hotel accommodations.
Riad - A traditional Moroccan house built around a central courtyard, often converted into an intimate hotel or guesthouse.
A resort is a comprehensive lodging establishment that caters to vacationers seeking relaxation and entertainment, providing extensive guest services and recreational facilities for an enjoyable experience.
Igloo - A typical Eskimo house, an igloo is a dome-shaped snow structure meant to provide temporary or permanent shelter in cold climates.
Villa - Originated in Roman times, a villa is often described as a luxurious country residence.
Treehouse - Usually designed for recreational purposes, a treehouse, or tree house, is a structure built or placed among the branches of a tree.
Apartment - Also known as flat (British), an apartment is a self- contained accommodation unit housed in a building containing a number of such units.
Ice Hotel - An ice hotel is a non-permanent hotel constructed from ice and snow in areas with sub-freezing temperatures.
Camp - A collection of tents, huts, or other temporary structures used for travelers to lodge in.
Pop Up Hotel - A new breed of accommodation, pop-up hotels are temporary lodging establishments, usually set up for specific events.
In Italy, the term "palazzo" encompasses a wide range of structures, from residential blocks and noble family homes to historic hotels, rather than being limited to the concept of a palace Architecturally, a palazzo refers specifically to a grand and imposing building that exemplifies the Renaissance style.
Bed and Breakfast - A Bed and Breakfast (B&B) is an intimate, independently run lodging establishment, where breakfast is included in the room rate.
Inn - A small establishment offering overnight accommodation, food, and drink to travelers.
Finca - A Spanish rural property, usually characterized by traditional architecture and an agricultural heritage.
Penthouse - An apartment situated on the highest floor of a building,commonly appointed with luxury amenities.
Manor - An English manor is a large historic house or mansion with land, formerly owned by nobility.
A pension is a family-run guesthouse or B&B that provides lodging along with breakfast, lunch, and dinner, typically at a lower cost than other accommodation options.
Townhouse - A townhouse is a residential multi-level property that is usually connected to a similar unit by a common sidewall.
Yurt - Popular in Mongolia, Siberia, and Turkey, yurts are circular tents covered with felt or skins, and appointed with conical roofs.
Tent - Used outdoors, a tent is a portable shelter made of fabric and supported by a frame or poles.
Dome - A dome is a roof or building with a hemispherical form Many of today’s sustainable hotels offer cozy accommodation in eco-friendly domes made of glass, wood, snow, or other materials.
Pod - In terms of lodging, a pod is a prefabricated stand-alone structure that provides basic accommodation.
Pousada - Pousada is the Portuguese term for guesthouse, inn, or historic independently-owned hotel They usually have a traditional restaurant and offer guests an authentic local experience.
An RV, or recreational vehicle, is designed for travel and equipped with home-like amenities such as a bathroom, kitchen, and sleeping areas Depending on the region, RVs may also be referred to as caravans, camper vans, or motorhomes.
Castle - A fortified building or group of buildings built across Europe and the Middle East during the medieval period Castle hotels offer royal- style accommodation in sumptuous historic surroundings.
Palaces, unlike castles, are not fortified structures but serve as royal residences known for their remarkable grandeur Throughout Asia and Europe, particularly in India and Italy, some of the most stunning palaces have been transformed into luxurious hotels, offering guests an extraordinary experience.
Yachts are luxurious recreational boats that provide modern amenities and can be categorized into sailing yachts and motor yachts Available in various sizes, styles, and functions, they cater to diverse preferences and needs for leisure on the water.
Farmhouse - Although their styles vary by region, farmhouses are houses attached to a farm, often characterized by vernacular architecture.
Extended Stay Hotel - Extremely popular throughout the US, extended stay hotels offer the comforts of a traditional home along with discounted rates for guests interested in long-term stays.
Private Island Resort - Ideal for honeymooners and travelers in search of luxury and seclusion, private island resorts are some of the most exclusive accommodation types out there.
Cave hotels are unique accommodations constructed within natural cave formations, often featuring underground rooms These distinctive lodging options are primarily located in regions such as Cappadocia in Turkey and various areas in Greece, offering travelers an extraordinary and memorable experience.
Guesthouse - A guest house or guesthouse is a private house offering inexpensive accommodation to tourists.
Poshtel - A new trend in travel, poshtels are a sort of upscale hostels with a focus on chic design, art, and high-tech amenities.
CASE DESCRIPTION
Overview of the Blossom resort
3.1.1 History, scale and location of Blossom resort
Managed by: Khoi Phat limited liability company.
General manager: Nguyen Thi Thanh Binh
Lot A1-A2 Zone of Villas of Green Island, Hai Chau District, Da Nang City. hrgblossomvn@gmail.com https://www.theblossomhotels.com/
The Blossom resort is a branch of Khoi Phat limited liability company and establish by a Japanese so it has mostly Japanese architecture and space.
Opened on April 9, 2015, the Blossom Resort is Da Nang's first resort, situated in the Green Island Villas at the city's center, adjacent to the Han River This prime location offers tourists convenient access to Da Nang International Airport and popular attractions like Hoi An Ancient Town, Marble Mountains, and Cham Tower The resort features a collection of high-end villas and hotels, all equipped with complete furnishings for a luxurious stay.
The Blossom resort consists of 30 rooms including 17 hotel rooms and
13 villas designed with a Japanese style combining traditional and modern. preferences and purpose (Deluxe King, Single and Double bed Deluxe, Executive Villa, Superior King, Single bed Premier Deluxe, Suite 1 bedroom,
The Blossom Resort in Da Nang offers an array of comforts and services, including a swimming pool, spa, sauna, and 24/7 reception, ensuring an unforgettable experience for tourists Guests can indulge in a unique Japanese-style Onsen bath and sauna, providing a relaxing retreat in the heart of the city Additionally, the resort is conveniently located near various entertainment options, such as the Helio night market, Asian Park, and numerous coffee shops and eateries with stunning views.
Especially, the resort received “Award Winner 9.0 out of 10” award from Booking.com 2015 and 2016 and high rankings on TripAdvisor.
Picture 3: Map of Blossom resort
3.1.2 The organizational structure of Blossom resort
Figure 1: The Organization of Structure of Blossom Resort
Resorts consist of various divisions, each playing a crucial role in their overall operation and sustainability This article will outline the specific functions of each division, highlighting their importance to the resort's success.
The General Manager plays a crucial role in developing and implementing strategic business plans aimed at fostering company growth This position is essential for ensuring that the objectives established by the board of directors are met effectively.
Executive Secretary: The task of this position is to support General
Manager to run the resort and to solve resort’s issues.
Human Resource Division: They assist other departments in recruiting as well as manages salaries, personel and health related matters.
Housekeeping Division: Responsible for checking rooms after guests go to tell F.O and cleaning the room to welcome new guests In addition, there are also laundry services for guests.
Accounting Division: Responsible for accounting, recordkeeping, income control and sales.
The F&B Division is tasked with the comprehensive management of all food and beverage operations within the resort This includes overseeing the preparation and inventory of materials, processing meals, and monitoring stock levels to report any excess food and ingredients Additionally, the division ensures strict adherence to food hygiene and safety standards, maintaining a high quality of service for guests.
The Front Office plays a crucial role in hotel operations, managing the front desk and overseeing check-in and check-out procedures Additionally, they handle booth reservations, maintain the telephone system, and coordinate porter services, ensuring a seamless guest experience.
Engineering Division: Implement a system maintenance program to prevent potential problems with hotel equipment, ensuring they are not damaged by regular maintenance and repair ensure security for guests and hotels.
Entertainment Division: Find out the needs and design suitable programs, organize parties, parties, games when required It also consists of spa, swimming pool, gyms, …
Marketing and sales teams analyze and forecast the tourism market to develop strategies that attract visitors They create promotional programs and activities, design eye-catching banners and catalogs, and leverage social media to enhance the destination's image By distributing leaflets and engaging potential tourists, they aim to improve service quality and boost sales Additionally, they facilitate the sale of accommodations, souvenirs, and food and beverages through the resort's operational platforms to increase profitability.
3.1.3 The services and facilities of Blossom Resort
For the accommodation, facilities and services are two of the most important factors determining the image and satisfaction of customers.
Blossom Resort is a distinguished 4-star destination featuring 30 luxurious accommodations, including 17 hotel rooms and 13 elegantly designed Japanese-style villas Guests can choose from five room types: Standard Double Room, Superior King Bed Room, Deluxe Room, Premier Room, and Villa, ensuring a tailored experience for every visitor.
Type of room Bedding Size View
Standard double room Double 22 m 2 Garden
Superior king bed King 40 m 2 Garden
Table 1: The room system of Blossom Resort
(Tower, hairdryer, bathtub, mirror, soap, comb, toothbrush, …
Experience our Standard Double Room, featuring serene views of mini gardens and equipped with modern amenities including a flat-screen TV, minibar, and safety deposit box This cozy 22m² room also includes a wardrobe, telephone, and a bathroom with both bath and shower facilities Please note that extra beds cannot be accommodated Guests can indulge in a complimentary 30-minute foot massage during their stay Rates start from 1,200,000 VND per night.
Experience the comfort of our Superior King Bed Garden View room, featuring stunning views of the mini gardens This well-appointed space includes a flat-screen TV, minibar, safety deposit box, wardrobe, and telephone, along with a bathroom equipped with both bath and shower facilities Please note that this room does not accommodate extra beds Guests will also enjoy a complimentary 30-minute foot massage during their stay The room spans 22m², with rates starting from 1,200,000 VND.
Picture 5: A superior king bed garden view room
Experience luxury in our Superior King Room with a stunning river view and mini garden vistas This 27m² room is equipped with a flat-screen TV, minibar, safety deposit box, wardrobe, and a bathroom featuring both bath and shower facilities Please note, extra beds cannot be accommodated Guests will also enjoy a complimentary foot massage for two during their stay Rates start at just 1,200,000 VND per night.
Picture 6: A superior king room - river view
Experience luxury in our Deluxe Twin Bed room, featuring stunning garden or river views This 30m² accommodation is equipped with a flat-screen TV, minibar, safety deposit box, wardrobe, and a bathroom with both bath and shower facilities Please note, extra beds are not available Enjoy a complimentary foot massage for two during your stay Rates start at just 1,200,000 VND per night.
Picture 7: A deluxe twin bed garden/river view
Experience luxury with our Deluxe King Bed Street View room, featuring a minibar, seating area, and air conditioning in a spacious 30m² layout This room is designed for two guests and cannot accommodate extra beds Enjoy a complimentary foot massage for two during your stay, all starting from just 1,200,000 VND per night.
Experience luxury in our Deluxe King Room with Garden View, featuring a private balcony that overlooks lush gardens This spacious 27m² room is equipped with a flat-screen TV, minibar, safety box, wardrobe, and a bathroom complete with bath and shower facilities Enjoy complimentary foot massages for two during your stay, all starting from just 1,200,000 VND per night.
Picture 9: A deluxe king room garden view
Experience luxury in our Villa King Bed with stunning garden or lake views This spacious 50 m² villa features a private balcony, flat-screen TV, minibar, safety deposit box, wardrobe, and a bathroom equipped with both bath and shower facilities Enjoy complimentary foot massages for two during your stay Accommodating up to three guests, an extra bed is available for a fee of 710,000 VND per night, with rates starting from 1,500,000 VND per night.
Picture 10: A premier deluxe double room
ANALYSIS
Relation between Accommodations Quality and Guest’s Arrival from
4.1.1 The Real Situation of Guest’s Arrival at Blossom Resort over 3 years 2018-2020
The Blossom House is ideally situated near a variety of restaurants, cafes, and local shops, just a five-minute walk from My Khe Beach and a 10-15 minute drive from the city center and Danang International Airport This medium-priced hotel offers high-quality accommodations, attracting over 60 visitors daily However, most guests tend to stay for a short duration, with only a few families choosing to extend their visits.
Table 2: Total guest of Blossom Resort over 3 years 2018-2020
The data illustrates guest arrivals at The Blossom Resort from 2018 to 2020, revealing that international customers outnumbered domestic visitors in the first two years However, the COVID-19 pandemic in 2020 drastically reversed this trend, leading to a sharp decline in foreign visitors and a significant rise in domestic tourism Consequently, 2020 marked a year of economic turmoil for the resort, with revenues plummeting to approximately 25% of the previous year's figures.
In 2019, Blossom Resort experienced a significant increase in guest numbers, with an overall rise of 36,483 tourists compared to 2018 The influx of international tourists doubled, contributing approximately 31,208 guests, while domestic tourists saw a 50% increase This resulted in an impressive growth rate of 187.3% Notably, international guests constituted a substantial portion of total visitors, rising from 74.5% in 2018 to 79.8% in 2019.
2019 Domestic visitors in 2019 still increased compared to 2018 but the growth rate was slower than international visitors
In 2020, the hotel experienced a significant drop in international guests by approximately 1,055, alongside a decline of over 15,604 domestic visitors, highlighting the inverse relationship between these two groups due to the global Covid-19 pandemic Despite these challenges, Blossom Resort remained committed to enhancing both the quality of stay and service for its guests As a result, the overall number of visitors to Blossom Resort outperformed several other accommodation options in the city during this difficult period.
4.1.2 The Impact of Accommodation Quality on Guest’s Arrival
It was important to clarify the role of quality to enhance guest satisfaction The results show that in the investigated sample the quality and the satisfaction is closely related.
Domestic Customers International Customers Total
Figure 2: Revenue of Blossom Resort over 3 years 2018-2020
The chart illustrates the number of guests at Blossom Resort from 2018 to 2020, revealing that international visitors outnumbered domestic guests during the initial two years.
2020, the hotel's international guests dropped significantly to 300 people, while domestic guests decreased to 1562 people, only 2 thirds of 2018.
Between 2018 and 2019, Blossom Resort experienced a significant increase in visitors, with an influx of over 6,000 guests However, this number dramatically dropped to nearly 12,000 between 2019 and 2020, primarily due to the impact of COVID-19, which led to a decline in visitors from China Despite these challenges, Blossom Resort has focused on enhancing the quality of accommodations and services, resulting in a consistently high total visitor count year after year.
Customer satisfaction is considered the most valuable asset of a business The line chart below illustrates the level of customer satisfaction with the resort.
Sep-18 0 Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-19 Apr-19
The quality rating table, compiled from customer feedback at the resort, utilizes a 5-point scale to gauge satisfaction levels based on individual perceptions Our staff has meticulously gathered this data, which is presented in the accompanying table Additionally, we solicited customer suggestions for enhancements to improve service quality at the resort.
Customer satisfaction at Blossom Resort has significantly improved, reflecting a rise in service quality expectations among guests After experiencing a dip in September 2018, when the satisfaction index dropped to 3.9, the resort implemented quality enhancements As a result, customer satisfaction steadily increased, ultimately reaching a peak index of 5.0.
In conclusion, the quality of accommodation significantly influences guest arrivals The Covid-19 pandemic has provided Blossom with a unique opportunity to enhance and refine its internal operations and service quality, ensuring that guests receive the value they expect By focusing on these improvements, Blossom aims to embody the principle of "you get what you pay for."
The Real Situation of the Accommodation Business
4.2.1 Quality and Structure of staff in Accommodation Business
Table 3: Table of labors structure
4.2.2 The Number of Guests Using the Accommodation’s Services from
Table 4: The Number of Guests Using the Accommodations Services from 2018 to 2020
The table illustrates the visitor statistics and service usage in the accommodation sector Notably, from 2018 to 2019, the Superior Room was the most popular choice among guests, while other options like the Deluxe Room accounted for only 40 to 60% of total occupancy However, starting in early 2020, the utilization rates for Family Junior Suites, Grand Suites, and Villa Rooms plummeted significantly due to the Covid-19 pandemic In 2020, there was a sharp decline across all room types, indicating that even the more expensive accommodations faced substantial drops in bookings.
Superior Room Deluxe Room Famliy Junior Suite Room Total guests
Figure 4: The Number of Guests Using the Accommodations Services from
4.2.3 Some Reasons Affecting the Guest Number
Tourists view resort accommodations as their second home, valuing spacious rooms, adequate lighting, comfortable beds, and fresh linens free from pests However, many express dissatisfaction with the subpar quality of hotel bathrooms Guests expect bathrooms to feature standard fittings, proper maintenance, consistent hot water, good lighting, mirrors, hair dryers, and ample space It is crucial for hoteliers to address these concerns and implement improvements to enhance the overall quality of their facilities.
- Guests are not satisfied with the quality of rooms
- Guests complained about the service attitude of the hotel staff.
- Guests complained about the quality of the room equipment.
- Guests complained about the quality of service of the hotel.
- Guests complained about the noise around which do not sleep.
The Accommodation Business
At The Blossom Resort Danang, exceptional service is a top priority, reflected in their pricing strategy which aligns with the quality of a four-star hotel The resort's accommodation prices are determined by room type and booking timing, with a percentage added to the base cost to set the final price This pricing also considers non-price factors such as brand value and service quality Additionally, the selling price is influenced by competitor rates, as Da Nang boasts a diverse range of hotels at varying price points Therefore, the pricing at The Blossom Resort Danang is established through thorough market research within the city.
The accommodation industry in Danang city is significantly affected by seasonal trends, with peak visitor numbers occurring from May to September Consequently, there are three to four months each year when guest numbers decline sharply.
It makes a big effect on resort business and the business of the restaurant
To encourage customers, who will buy and use services at resort, they often proposed some promotional policy to stimulate guests buy services For example:
-Bookings 07 days prior arrival get 10% off with term & conditions.
-Bookings 07 days prior arrival get 20% off with term & conditions.
-Free access to outdoor infinity pool
-15% discount on room rate for next stay
-Free 1 set of afternoon high tea
Discount 30% for all spa services
Get ready for the festival season with Blossom Spa's exclusive offer of 30% off all spa services at The Blossom Resort Danang Enjoy complimentary 5-minute foot massages for our in-house guests every day from 14:00 to 16:00 Indulge in relaxation and rejuvenation during this festive time!
According to the survey, there were 57 males and 43 females in the total of 100 guests As each age-group, most guests were from 31 to
Individuals aged 60 and above, along with those under 18 and between 18 to 30 years old, collectively represent only one-fifth of the total visitor demographic The majority of guests primarily hail from Europe and Asia, with a smaller proportion coming from America and Australia.
In a recent analysis of career distributions, businessmen comprised the largest group with 32 individuals, followed by officers with 19 and workers with 13 Additionally, nearly 10 retirees were noted, while other career categories accounted for over 30 individuals.
Most guests learn about the resort primarily through travel agencies, which serve as the main source of information While the Internet also plays a role, with 21 guests using it for research, this figure is significantly lower than the number of guests informed by travel agents Additionally, only 6 guests found information through other sources, highlighting the resort's limited visibility online This disparity suggests that the resort is not well-known among potential visitors, as the online inquiries represent just one-third of those who rely on travel agencies.
Most guests at the resort are first-time visitors, typically staying for only one or two nights They often travel in groups, including family, friends, or organized tours, rather than alone The primary motivation for their trips is cultural exploration and sightseeing.
Most of the guests coming to the resort for the first time feel friendly, quiet and peaceful That means the hotel have reached the main purpose.
Customer reviews for the resort are largely positive, although some guests have raised concerns Dan M from Australia noted that while the staff were excellent, his experience was marred by ongoing construction nearby and internal renovations that created disruptive noise during his stay He also mentioned that breakfast was mediocre, with hot items served cold, and found the full massage satisfactory but the foot massage only average.
Mark Ekerr from the United Kingdom praises this lovely getaway for its peaceful atmosphere and stunning views, despite the small but clean pool While the location is somewhat distant from bars and restaurants, making taxi rides necessary for outings, the excellent and friendly staff are always available to assist guests Additionally, the rooms are noted for their cleanliness, enhancing the overall positive experience.
Ian M from China praised the exceptional service at the resort, highlighting the friendly staff who went above and beyond to accommodate his group Despite ongoing building works during their stay, the resort offered complimentary massages in the spa for their group of ten, showcasing their commitment to guest satisfaction While the rooms were of good quality, they were slightly smaller than expected Overall, Ian found the food to be very good, contributing to a positive experience at the resort.
Michael Caven enjoyed a serene staycation at Blossom Resort Danang following the Tet Lunar New Year holiday in 2021 He praised the villa's gorgeous design, comfortable L-shaped sofa, relaxing beds, and spacious bathroom with a private sauna The large and tasty breakfasts, along with the lovely spa offering a variety of treatments, including the exceptional Olsen bath and massages, added to his experience Caven appreciated the stunning view of Asia Park from the pool area, where he enjoyed reading in the breeze The attentive and friendly staff contributed to the calming atmosphere of the resort, which he believes is ideal for both locals and first-time visitors to Da Nang With its great location and intimate yet spacious lobby, Caven highly recommends Blossom Resort for a wonderful getaway.
Jenn praised the hotel for its cozy atmosphere and convenient amenities, including a free shuttle service to various locations She booked a great deal for a three-night stay through hotel.com, which included complimentary daily 15-minute massages, free pho after 9 PM, breakfast, and access to a large hot spring The food was enjoyable, and she appreciated the spacious villa that featured a living area, bedroom, and bathroom with views of a mini jungle from the patio A highlight of her stay was the thoughtful gesture of a whole cake prepared for her friend's birthday Although the bath towel had a slight odor due to humidity, overall, they had a wonderful experience.
Evaluation of Passenger about the Service Quality of the Accommodation
4.4.1 Guests’ Evaluation of Accommodation Service Area Facilities
A survey conducted at Blossom Resort assessed customer perceptions of service quality, revealing insights from 60 tourists—30 domestic and 30 international—hailing from Japan, China, and Korea The findings, presented in the table below, highlight varying opinions on the accommodation services, emphasizing the importance of understanding diverse customer expectations to enhance overall service quality.
Table 6: Guests’ Evaluation of the Modernization of Accommodation
A recent survey revealed that customer satisfaction with service quality is notably positive, with 28 respondents (46.6%) rating their experience as "very satisfied," including 15 domestic and 13 international guests, primarily from Japan Additionally, 18 votes, representing 30% of the total, indicated "satisfied." These results motivate the resort to enhance its service offerings further.
2 types of votes, 46/60 votes have been obtained with positive results. However, the last 14 votes were divided equally for "normal" and
Dissatisfaction with service quality, though it affects a small percentage of guests, poses a significant challenge for resorts, highlighting their weaknesses This dissatisfaction often stems from outdated equipment that has not been repaired or replaced Additionally, inexperienced staff may struggle to effectively resolve guest complaints, leading to unprofessional handling of situations and wasted time for guests To address these issues, it is essential to provide thorough training for staff before they interact with guests, allowing them to observe and learn to minimize errors in the service process.
4.4.2 Guests’ Evaluation of Accommodation service Staff
Customers at Blossom Resort prioritize not only the quality of the facilities but also the professionalism of the staff A recent survey highlights the staff's spirit, attitudes, and language proficiency, underscoring their importance in enhancing the overall guest experience.
Table 7: Guests’ Evaluation of Staff’s Spirit, Attitude and Language
Survey results indicate a positive guest experience, with approximately 57% of respondents rating their satisfaction as "very satisfied" (34 out of 60 votes) This high satisfaction can be attributed to the restaurant and resort's Japanese founder, who emphasizes the importance of rituals and a strong work ethic Staff are trained to greet guests warmly and maintain a positive attitude, ensuring that customers feel valued and respected, which reflects the resort's commitment to attentive service.
Despite generally positive feedback, Blossom Resort has received three "quite dissatisfied" ratings from domestic guests This demographic often expects a higher level of service due to the absence of cultural and language barriers, resulting in elevated demands compared to international visitors Consequently, this has contributed to the lower ratings from some local patrons.
Despite a generally positive result rate, the 5% of votes indicating "quite dissatisfied" presents a challenge for the resort This feedback highlights the need for the resort to identify and implement solutions aimed at enhancing service quality.
DIFICULTIES AND SOLUTIONS
Opportunities
Blossom Resort, situated in a coastal city renowned for its tourism and reputation as "a worth-living city," capitalizes on significant opportunities for growth The resort enhances its accommodation services by partnering with various international companies, thereby expanding its market reach and boosting brand recognition for substantial profits Employees benefit from diverse interactions with guests, which not only hones their service skills but also enriches their professional knowledge.
In the competitive tourism services industry, challenges are inevitable, particularly as new establishments continually emerge, offering visitors a wider array of choices To stand out and attract guests, Blossom Resort must focus on enhancing service quality and differentiating itself This requires a strategic plan to effectively leverage the unique resources provided by its geographical location in Da Nang Additionally, since staff play a crucial role in delivering service quality and ensuring customer satisfaction, the resort should implement regular training and inspections to continuously improve employee skills.
To enhance visitor satisfaction and build trust at Blossom Resort, it is essential for all staff to understand the evolving needs of each tourist By training employees to recognize these diverse requirements, the resort can implement effective service improvements that not only meet guest expectations but also foster a competitive edge in attracting more visitors.
When traveling, tourists prioritize food and drink alongside entertainment To address this concern, the resort has implemented strategies to enhance its catering services, ensuring high-quality dining experiences for guests.
To ensure successful service operation, high-quality facilities are essential, and the resort has established a robust system of quality equipment and safety measures prior to its official launch Surveys conducted with both domestic and international tourists reveal a high satisfaction rate regarding the resort's amenities Additionally, the resort prioritizes environmental sustainability, utilizing wooden items for straws, spoons, and furniture, while incorporating eco-friendly layouts with small bonsai plants around the dining area The resort also focuses on an efficient electrical system, featuring distinct lighting for day and night—white light during the day and warm yellow light at night—while completely eliminating blue light to protect the eyesight of both guests and staff This commitment to quality and sustainability is a significant strength of the resort.
Service Quality at Blossom Resort
At Blossom Resort, the quality of staff service is crucial to the establishment's branding success in a competitive market The resort prioritizes ongoing training and quality assessments to enhance the capabilities of its young staff, who, despite their limited experience, demonstrate impressive service results Their commitment to customer satisfaction is evident as they actively listen to guests' needs and adapt their service approach accordingly The staff effectively manages busy dining periods while maintaining a stable environment for guests, ensuring timely service Additionally, they are attentive to the unique needs of different customer groups, allowing for tailored service experiences Notably, the lobby bar staff is available around the clock, ready to assist guests even after the restaurant closes, highlighting the resort's dedication to exceptional service.
Besides many strengths, Blossom resort also has a few weaknesses that need to be overcome.
Beside the strong points, the Blossom Resort still has some weak
-The current price of Blossom Resort is quite high compared to other 4 star resorts in Danang
- Advertising on social networks like Facebook or Instagram is still lack
The Blossom Resort is located at a considerable distance from the sea and popular attractions like Linh Ung Pagoda, Ba Na Hill, and Marble Mountain, which may affect its appeal to guests seeking ocean views This distance can also complicate access for visitors, making it less convenient for those looking to explore nearby sites.
- Swimming pool and hotel bar are only available in the early morning or in the evening because of very hot weather during the day
- The gym does not have a professional trainer, mostly self –trained
- Some devices are often faulty such as scanner, wifi-router, photocopier, water heater.
The resort bar is not large enough to attract guests, especially those in high demand such as international guests
The resort's massage and spa services do not meet the needs of international tourists
Service Quality at Blossom Resort
Blossom Resort's accommodation service staff, primarily composed of individuals around 22 years old, face challenges due to their limited experience in customer service This inexperience can hinder their ability to effectively manage diverse guest preferences and personalities To address this, it is crucial for staff to be mentally prepared and equipped with reasonable solutions, while managers should provide timely support and foster a friendly, safe work environment to enhance staff morale and responsibility Additionally, the resort struggles with a shortage of human resources, employing only 15 staff members, which is insufficient during peak tourist seasons in Da Nang This shortage leads to delays and inefficiencies in customer service, negatively impacting guests' perceptions of service quality To mitigate these issues, Blossom Resort should consider hiring seasonal staff in advance of high season to ensure professionalism and efficiency in service delivery.
CONCLUTION AND SUGGESTIONS
Summary of the Finding
Da Nang, renowned as Vietnam's most livable city, beautifully blends ancient charm with modernity Blossom Resort, strategically located in this vibrant city, offers exceptional development opportunities and stunning views of the Han River, alongside the iconic Tran Thi Ly and Dragon bridges With its state-of-the-art technology and convenient amenities, Blossom Resort has successfully drawn tourists from around the globe.
At Blossom Resort, the accommodation service is paramount to its operational success, significantly influencing guest satisfaction Several key factors contribute to the resort's esteemed reputation among travelers, including effective management policies, overall resort quality, and exceptional food service These elements, alongside top-notch facilities and attentive staff, play a crucial role in establishing a memorable experience for visitors.
The operational policy of Blossom Resort is crucial for navigating the challenges of tourism business development To mitigate both positive and negative issues, the resort must implement proactive policies to address potential risks Despite these measures, unforeseen challenges can still arise, hindering competition with other resorts and leading to suboptimal development and profit margins.
The service quality at Blossom Resort has received mixed feedback from customers, with some expressing dissatisfaction regarding the employees' performance and experience levels To enhance service quality, it is crucial to implement additional training programs for staff to develop their skills As the face of the service, the hostess plays a vital role in determining the overall success of the guest experience Therefore, the resort should foster an environment that not only emphasizes expertise but also prepares staff to anticipate and address potential issues proactively.
The quality of facilities is a crucial factor influencing customer satisfaction and service quality Insufficient equipment can lead to numerous inconveniences for guests To prevent such issues, resorts must ensure a comprehensive installation of facilities, ranging from basic to advanced equipment, while also committing to regular maintenance to avoid damage and deterioration.
Human resources play a crucial role in the tourism sector, particularly during peak seasons when staff shortages can severely impact service quality This deficiency not only frustrates visitors but also hampers the dining experience To address this issue, resorts must prioritize the recruitment of new employees ahead of the busy season, allowing adequate time for training and adaptation to the work environment, ultimately enhancing overall service delivery.
During my two-month internship at Blossom Resort, I acquired valuable specialized knowledge and identified various challenges in the operation and management of accommodation services This experience highlighted the critical role that effective accommodation services play in the hospitality industry.
Due to limited research and inexperience, this study lacks depth in addressing key issues We encourage English teachers and readers of this thesis to provide feedback and suggestions for enhancing the article.
Some Suggestions for Improving the Accommodation Service Quality at
After studying and researching from information sources related to the quality of the re sort's accommodation services, I have synthesized and have some recommendations as follows:
6.2.1 Improving the Facilities and Equipment Quality of Accommodation Service
To make a lasting impression on customers, a resort must offer a distinctive appearance through its facilities and equipment Blossom, a 4-star resort, is well-equipped with high-quality amenities that align with its service standards However, to meet the evolving demands of guests and enhance infrastructure quality, it is essential for the resort to implement effective improvement policies.
The resort's room facilities exhibit minimal variation in decoration and interior design, which, while simple, can influence customer perceptions of service quality However, the outdated color schemes and carpets may lead to a sense of boredom among guests Additionally, the aging equipment necessitates upgrades To enhance the guest experience, The Blossom Resort is gradually refurbishing its rooms, including refreshing decorative fabrics and pillow arrangements The initial phase of this renovation includes updates to the spa system and health club, along with new decor in select rooms, marking a significant step towards revitalizing the resort's image.
Upgrading hotel facilities is essential for enhancing guest experiences through improved products and services High-quality service is achieved by maintaining a service style that aligns with guest expectations Ultimately, the level of customer satisfaction is influenced by both the quality of the facilities and the effectiveness of staff interactions with guests.
To remain competitive, hotels must not only enhance their facilities and amenities but also develop strategies to introduce innovative, reasonably priced products that cater to the evolving needs of guests Incorporating healthy skin products made from natural extracts and free from chemicals will be a significant advancement in today's hospitality market.
• First, the hotel can enhance the trust of guests
• Second, the hotel can raise awareness of customers about the use of non-toxic products, not polluting the environment.
6.2.2 Improving the Service Quality of Staff
Employees play a crucial role in shaping customer satisfaction and driving the success of a service Therefore, maintaining standardized and disciplined work behavior and attitudes is essential This is especially true in a predominantly Japanese-style work environment, where high standards are paramount.
So, focusing on the staff training process is a very important job for the
Employees need to be aware of their responsibilities, while managers should implement policies that ensure proper work scheduling This approach helps maintain a comfortable and positive atmosphere for employees, which in turn positively influences their attitudes and interactions with customers.
Teamwork is essential in the workplace, as it enhances efficiency and ensures that staff can collaborate effectively to serve guests promptly It is crucial for employees to possess strong communication skills in multiple languages, particularly in English and Japanese, while also developing basic proficiency in languages like Chinese and Korean Additionally, understanding honorifics is vital for demonstrating respect to customers.
To enhance the visitor experience, it is essential for resort staff to undergo pre-training on fundamental knowledge about the resort Understanding that travelers often enjoy sightseeing, employees should be well-equipped with information to effectively address customer inquiries and provide valuable insights during their stay.
6.2.3 Improving the Quality of Managers at Accommodation Service Area
Employees interact directly with customers, but their success relies on the continuous support from managers and supervisors Consequently, the quality of management and guidance provided by leadership is crucial for effective performance.
A manager should serve as a role model for employees, demonstrating assertiveness and rigor while also showing genuine care for their well-being It's essential for managers to implement effective training methods to uphold staff professionalism and foster a healthy work environment that naturally encourages and recognizes employee contributions.
Effective management requires active listening to foster unity among employees, enhancing mutual understanding and collaboration for optimal results Additionally, managers should pay attention to customer feedback, both positive and negative, as this insight can uncover critical issues and provide valuable knowledge to improve their work.
Young or new service employees often struggle with open-mindedness and may not have discovered their ideal career path, making the transmission of energy and vitality crucial Mentoring membership proves to be a rewarding endeavor, as it not only inspires employees but also allows managers to channel their own passions effectively.
Managers should regularly summarize work performance results and conduct employee meetings to address areas for improvement It is essential to collaboratively develop solutions while also recognizing and praising employees' achievements to enhance motivation and morale.
The resort currently lacks diversity and quality in its services, which hinders its competitiveness and ability to attract customers, particularly international visitors To improve its appeal, the resort should introduce additional services and enhance the overall quality of its offerings.
- Improve the quality of computers by:
• Adding some new computers to your guest
• Improving Web services quality, speed up access
• Providing internet access in rooms on floors 3 and 4.
- Improving the quality of laundry by getting all kinds of laundry
- Improving the quality of breakfast service: Variety of dishes.
- Opening a souvenir shop in the reception area to display bold products of Danang and Vietnam such as: clothes, brocade bags, lacquer paintings, bamboo statues, etc
- Opening a bar in the evening at the garden Before opening this restaurant, the hotel should repair, clean and decorate the lamp, make romantic feeling, comfortable in the evening
Conclusion
Da Nang, a prominent city in Vietnam, plays a vital role in promoting the country's image through tourism and economic growth The city is home to stunning landscapes that symbolize both Da Nang and Vietnam, instantly recognizable to visitors The flourishing tourism sector has enabled the Blossom Resort to thrive, achieving significant milestones Throughout its operation, the resort has consistently worked to overcome challenges, enhancing its facilities, human resources, and management strategies to attract customers and boost profitability.
After 2 months of internship at Blossom Resort, I was able to complete my graduation thesis with the topic " An Investigation Into The Real Situation And Some Solutions To Improving The Accommodation Service Quality At The Blossom Resort Danang". Through the process of research combined with the knowledge taught by teachers at Duy Tan University, I have partly understood the importance of accommodation services for resort businesses and guests. Moreover, I have cultivated a large amount of knowledge and experience in the process of serving, recognizing common situations or problems in the process of serving, the positive and negative aspects of the working environment.
I acknowledge my limited specialized knowledge, which presents challenges in completing my graduation thesis Therefore, I welcome valuable feedback from English teachers, as well as faculty members at Duy Tan University and other readers.
I would like to express my heartfelt gratitude to Ms Nguyen Thi Bao Yen for her unwavering support and enthusiasm throughout my graduation thesis journey Additionally, I extend my thanks to the staff and managers at Blossom Resort for their inspiration and the valuable knowledge I gained during my internship there.
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