AN INVESTIGATION INTO THE HARACTERISTIC OF VISITORS AND SOME SOLUTIONS TO ATTRACTING PROSPECTIVE VISITORS AT ANH NGUYET HOTEL

With the aim investigation into the characteristic of guest to attractingprospect customers at Anh Nguyet Hotel This case study is carried out basing on theoretical background and the pr

GRADUATION THESIS

DO THI KIM PHUONG

AN INVESTIGATION INTO THE HARACTERISTIC

OF VISITORS AND SOME SOLUTIONS TO

ATTRACTING PROSPECTIVE VISITORS AT ANH

NGUYET HOTEL

GRADUATION THESIS IN SOCIAL SCIENCES AND HUMANITIES

DA NANG – MAY 2021

GRADUATION THESIS

DO THI KIM PHUONG

AN INVESTIGATION INTO THE CHARACTERISTIC OF VISITORS AND SOME SUGGESTIONS TO ATTRACTING PROSPECTIVE

VISITORS AT ANH NGUYET HOTEL

Secondly, I would like to thank all of the teachers at Duy TanUniversity, especially those of Foreign Languages Department for teaching

me during 4 years All experience and English skills I acquired from myteacher of Foreign Languages Department at Duy Tan University helped me

so much in finishing my graduation, so I would like to express deepestgratitude to them The knowledge acquired in the learning process is not onlyfor the foundation for the graduation research process but also the preciousbaggage for me to come into the life

Thirdly, I would like to thank Anh Nguyet Hotel for creating favorableconditions for me to practice in the company I would like to thank Ms MaiThi Khanh Ly, General manager, who has help me in the data collectionprocess

Finally, thank for my family and friends because of theirencouragement Those helped me to overcome obstacles and difficulties.They not only supply me with their advice to make me a sustained effort butalso give useful ideas to me

STATEMENT OF AUTHORSHIP

Except where reference is made in the text of the thesis, this thesiscontains no material published elsewhere or extracted in the whole or in partfrom a thesis by which have qualified for or been awarded another degree ordiploma

No other person’s work has been used without due acknowledgement inthe thesis

This thesis has not been submitted for award of any degree or diploma

in any other tertiary institution

Danang, May 5 th , 2021

Do Thi Kim Phuong

In hotel business, tracking and analyzing guest characteristics arereally important It helps the hotel come up with the right strategy to attractprospective guests in the future From there, improving the number ofcustomers and increasing revenue of the hotel

Once this research is done, the hotel will have a clearly look at thestrengths, weaknesses, opportunities and threats in business They will betterunderstand the characteristics of the potential customer group throughcomparing and analyzing the characteristics of domestic and internationalguests Since then, giving out sales strategies and promotions suitable toattract customers both during the low season and the high season

With the aim investigation into the characteristic of guest to attractingprospect customers at Anh Nguyet Hotel This case study is carried out basing

on theoretical background and the practical data which concentrate on theanalysis the characteristic and behavior of customer in lodging industry.Then, basing on data analysis create right strategy to attracting customers.From this, I hope the hotel will increase the number of guest in the future

LIST OF TABLE

ACKNOWLEDGEMENTS i

STATEMENT OF AUTHORSHIP ii

ABSTRACT iii

LIST OF FIGURES vi

LIST OF ABBREVIATIONS vii

TABLE OF CONTENTS viii

CHAPTER 1: INTRODUCTION 1

1.Rationale 1

2 Aims and Objectives 2

2.1 Aims 2

2.2 Objectives 2

3 Scope of the Study 2

4 Method of The Study 2

5 Organization of The Study 3

CHAPTER 2: THEORETICAL BACKGROUND 3

2.1 Hotel Industry 4

2.1.1 Concepts of Hotel & Hotel Business 4

2.1.2 Characteristics of Services 5

2.2 Customers Behaviors in Hospitality Industry 5

2.2.1 Concepts of Customers Behavior 5

2.2.2 Understanding Customers Behavior 6

2.3 Marketing in Hotel Business 6

2.3.1 Concepts of Marketing 6

2.3.2 The Strategy of Marketing in Hotel Business 7

2.3.3 The goal of Marketing in Hotel Business 8

CHAPTER 3 9

CASE DESCRIPTON 9

3.1 An Overview of Anh Nguyet Hotel 10

3.2 An Introduction to Anh Nguyet Hotel 10

3.2.1 Human Resource and Organization 11

3.2.2 The Service of Anh Nguyet Hotel 12

Table 3.1 Rooms classification table 13

3.3 The Number of Guests at Anh Nguyet Hotel 17

3.3.1 The Number of Guests in 2019 18

Table 3.2 Table of domestic visitors (from January,2019 to December,2019) 18 Table 3.3 Table of international visitors ( from January,2019 to

Table 3.4 Table of domestic visitors (from January,2020 to December,2020) 19

Table 3.5 Table of international visitors (from January,2020 to December,2020) 20

CHAPTER 4 22

ANALYSIS AND EVALUATION 22

4.1 Analysis of Customers Behavior 22

4.1.1 Comparation and Analysis the Characteristics of Domestic Guests at Anh Nguyet Hotel in 2019 - 2020 22

4.1.2 Comparation and Analysis the Characteristics of International Guests at Anh Nguyet Hotel in 2019 - 2020 26

4.1.3 Finding Prospect Customers of Anh Nguyet Hotel 30

4.2 Evaluation The Quality of Anh Nguyet Hotel 31

4.2.1 Strengths 31

4.2.2 Weaknesses 32

4.2.3 Opportunities 32

4.2.4 Threats 33

4.3 The Strategy of Marketing at Anh Nguyet Hotel 33

4.3.1 OTA 33

4.3.2 TA 35

4.3.3 Promotions 35

CHAPTER 5: SOLUTIONS 38

5.1 Some Solutions for Anh Nguyet Hotel 38

5 2 Some Solutions for Staff at Anh Nguyet Hotel 39

CHAPTER 6 40

CONCLUSION & SUGGESTION 40

6.1 Conclusion 41

6 2 Suggestion 43

REFERENCES 44

SUPERVISOR’S COMPLEMENTS 45

domestic visitors Error: Reference source not found Figures 4.3 The chart given illustrate the time of bookings of Error: Reference source not found

international visitors Error: Reference source not found Figures 4.4 The chart given illustrate the length of stay of Error: Reference source not found

international visitors Error: Reference source not found

LIST OF ABBREVIATIONS

DTU: Duy Tan University

FLD: Foreign Language Department

OTA: Online Travel Agent

TA: Travel Agent

TABLE OF CONTENTS

ACKNOWLEDGEMENTS i

STATEMENT OF AUTHORSHIP ii

ABSTRACT iii

LIST OF FIGURES vi

LIST OF ABBREVIATIONS vii

CHAPTER 1: INTRODUCTION 1

1.Rationale 1

2 Aims and Objectives 2

2.1 Aims 2

2.2 Objectives 2

3 Scope of the Study 2

4 Method of The Study 2

5 Organization of The Study 3

CHAPTER 2: THEORETICAL BACKGROUND 3

2.1 Hotel Industry 4

2.1.1 Concepts of Hotel & Hotel Business 4

2.1.2 Characteristics of Services 5

2.2 Customers Behaviors in Hospitality Industry 5

2.2.1 Concepts of Customers Behavior 5

2.2.2 Understanding Customers Behavior 6

2.3 Marketing in Hotel Business 6

2.3.1 Concepts of Marketing 6

2.3.2 The Strategy of Marketing in Hotel Business 7

2.3.3 The goal of Marketing in Hotel Business 8

CHAPTER 3 9

CASE DESCRIPTON 9

3.1 An Overview of Anh Nguyet Hotel 10

3.2 An Introduction to Anh Nguyet Hotel 10

3.2.1 Human Resource and Organization 11

3.2.2 The Service of Anh Nguyet Hotel 12

3.3 The Number of Guests at Anh Nguyet Hotel 17

3.3.1 The Number of Guests in 2019 18

CHAPTER 4 22

ANALYSIS AND EVALUATION 22

4.1 Analysis of Customers Behavior 22

4.1.1 Comparation and Analysis the Characteristics of Domestic Guests at Anh Nguyet Hotel in 2019 - 2020 22

4.1.2 Comparation and Analysis the Characteristics of International Guests at Anh Nguyet Hotel in 2019 - 2020 26

4.1.3 Finding Prospect Customers of Anh Nguyet Hotel 30

4.2 Evaluation The Quality of Anh Nguyet Hotel 31

4.2.1 Strengths 31

4.2.2 Weaknesses 32

4.2.3 Opportunities 32

4.2.4 Threats 33

4.3 The Strategy of Marketing at Anh Nguyet Hotel 33

4.3.1 OTA 33

4.3.2 TA 35

4.3.3 Promotions 35

CHAPTER 5: SOLUTIONS 38

5.1 Some Solutions for Anh Nguyet Hotel 38

5 2 Some Solutions for Staff at Anh Nguyet Hotel 39

CHAPTER 6 40

CONCLUSION & SUGGESTION 40

6.1 Conclusion 41

6 2 Suggestion 43

REFERENCES 44

SUPERVISOR’S COMPLEMENTS 45

CHAPTER 1: INTRODUCTION 1.Rationale

According to the authors Barrows,C., Powers,T.,& Reynolds,D (2006).Introduction to Management in the hospitality industry (tenth edition), “Theimportance of tourism to the hospitality industry is increasing each year Asemployment in smokestack industries - that is, manufacturing – countinues tofall, the service industries, including those businesses serving travelers, musttake up the slack by providing new jobs Tourism, then, is central not only tohealth of the hospitality industry but also to the economy as a whole.”[1]

In recent years, Vietnam’s tourism is on the rise The number ofinternational tourists and domestic tourists are increasing Vietnam tourismwell-known in the world, many domestic destinations have been voted asfavorite destination of international tourists Besides, tourism receive a lot ofthe attention of the whole society Tourism not only bringing a great source ofincome for the economy, creating jobs, developing service industries, andpromoting infrastructure, its also promoting peace and cultural exchanges.Tourism industry include business services such as entertainment,accommodation, shopping, transportation services, etc

In particular, tourism is considered a key economic sector of Da Nang.Danang is not only favored by the beauty of nature, but it is also considered abridge to three world cultural heritages: the Complex of Hue Monuments,Hoi An Ancient Town and My Son Sanctuary These points attracted a largenumber of tourists to Danang The development of tourism has createdconditions for the hospitality industry to develop

In the hotel business, the number of guest is affected revenues andprofits of the hotel The number of visitors will increase during the highseason and decrease during the low season Depending on the outstanding

features of the hotel will attract different groups of guests.

Therefore, investigation into the number of guest and analysis customercharacteristics to find the prospective guests is very important During myinternship at Anh Nguyet Hotel, I want to support the hotel to define potentialguest to boost the number of guest next year I decided to choose the topic:

“An Investigation into the Characteristic of Visitors and some Solutions

to Attracting Prospective Visitors at Anh Nguyet Hotel.”

2 Aims and Objectives

2.1 Aims

This study focuses on three main purposes:

Firtly, it help Anh Nguyet Hotel finding and attracting prospectiveguests Besides, giving appropriate marketing strategies to improve thenumber of visitors at Anh Nguyet Hotel Since then, to help increase revenuefor the hotel, this is also the ultimate goal in this study

2.2 Objectives

This research in intended in:

 Researching the guests at Anh Nguyet Hotel

 Finding out some strengths and weaknesses points of the hotel

 Suggesting some marketing strategies to attract prospective guests

3 Scope of the Study

This case study is carried out basing on theoretical background and thepractical data It mainly focuses on the number of guests and somesuggestion to attract reservation of guests at Anh Nguyet Hotel

Scope of time: During the 2019 – 2020 period

4 Method of The Study

In this case study, some basic methods are used to collect, analyze, andevaluate.

•Method of collection:

I consult information from books, websites and collecting actual data atAnh Nguyet Hotel During the project, I have contacted with the manager ofthe hotel

•Method of analysis and evaluation:

I collect information from guest-stay notification system at Anh NguyetHotel

5 Organization of The Study

This study is presented in five chapters:

Chapter 1: The introduction of the paper, where the rationale, the aims,the objectives, the scope of the study, the organization of the study and themethodology of the case study are presented

Chapter 2: Theoretical background about hotel industry, analysiscustomers behavior, marketing in hotel business

Chapter 3: Case description about in detail of overview, services, andnumber of guests from 2019 to 2020 at Anh Nguyet Hotel

Chapter 4: Analysis of customers behavior and evaluation the quality atAnh Nguyet Hotel

Chapter 5: Giving some solutions to overcome difficulties at AnhNguyet Hotel

Chapter 6: Some suggestions about strategy of marketing at Anh NguyetHotel

CHAPTER 2: THEORETICAL BACKGROUND

In this chapter 2, the introduction about the concepts of hotels,hospitality businesses and customer behavior in the hospitality sector Inaddition, information about the strategies and purpose of marketing will also

be introduced

2.1 Hotel Industry

It is important to answer the question: what is the hotel industry? Putsimply, the hotel industry is the section of the service industry that dealswith guest accommodation or lodgings By most definitions, the hotelindustry refers not only to hotels, but also to many other forms of overnightaccommodation, including hostels, motels, inns and guest houses However,

it does not usually include long-term or permanent forms of accommodation

2.1.1 Concepts of Hotel & Hotel Business

According to study author group in America, “ Welcome to hospitalitybook (1995) A hotel is a place where anyone can pay to rent a bedroom overthere Each bedroom for rent inside must have at least 2 small rooms(bedrooms and bathrooms) There are beds, phones and televisions Inaddition to the bedroom service, there may be additional services such asluggage storage, a bussiness center ( with photocopying equipment), arestaurant, a bar, and a number of entertainment services.[3]

According to Quan tri kinh doanh khach san, TS Nguyen Van Manh,

TS Hoang Thi Lan Huong Hotel business is the business activity base onthe basis of providing accommodation, catering services and additionalservices to guests to meet their dining, accommodation and entertainmentneeds at tourist destinations profitable purpose.[4]

2.1.2 Characteristics of Services

Next, the most relevant characteristics of services Characteristics ofservices apply universally to any service According to Quan tri kinh doanhkhach san, TS Nguyen Van Manh, TS Hoang Thi Lan Huong “The most

important characteristics of services are:

• Service Intangibility

Many services lack physical attributes and, thus, consumers are unable

to assess the value they would gain from engaging such a service withtangible evidence with respect to the possible outcomes of such a service

• Services Heterogeneity

The quality of a service may vary from one service provider to another

or may vary for the same service provider at different times of the day orweek.”[4]

2.2 Customers Behaviors in Hospitality Industry

Understanding customer behavior will help business come up withproducts and promotional strategies that are suitable for their customers

2.2.1 Concepts of Customers Behavior

According Reid,R & Bonjanic,D (2001) Hospitality Marketing

Management (Third edition) Understanding the behavior of hospitality andtourism consumers is among the most important challenges The products

and services made available to consumers must respond to the changingneeds of the target market segments The study of consumer behavior focuses

on understanding consumers as they purchase products or services Thisbehavior takes place within the larger context of the environment in whicheach individual operates Therefore, consumer behavior examines the rolesand influences that others have on the beavior of individual consumers.Consumer behavior can be described, and to some extent, it can be predicted.[2]

2.2.2 Understanding Customers Behavior

Consumers do not make purchase decision in a vacuum Rather, theyare subject to both internal and external factors that influence them

• External Influences on Customer Behavior:

The external influences include culture, socioeconomic level, referencegroups, and household

• In addition to external influences, consumers are influenced by internalitems as well – personal needs and motives, experience, personality, and self– image, perceptions and attitudes

2.3 Marketing in Hotel Business

Within the hotel and hospitality industry, competition is one of thesingle biggest challenges for individual hotels to contend with Hotelmarketing is essential, as it is the way hotels are able to promote theirproperty, highlight its unique features, ensure it stands out from rivals, andestablish the benefits of staying there

2.3.1 Concepts of Marketing

According to the American Marketing Association Marketing is theprocess of planning and executing the conception, pricing, promotion, anddistribution of ideas, goods, and services to create exchanges that satisfy

individual and organizational goals [2]

2.3.2 The Strategy of Marketing in Hotel Business

2.3.2.1 The Strategy Marketing

A marketing strategy is all of a company’s marketing goals andobjectives combined into a single comprehensive plan Business executivesdraw a successful marketing strategy from market research They also focus

on the right product mix so that they can get the most profit

2.3.2.2 The Pricing Marketing

A pricing strategy is the method of pricing a business uses to determinehow much to sell their goods or services for It's one of the most commonlyoverlooked and undervalued revenue levers in business Carefully selectingthe right pricing strategy takes a deep understanding of your product, yourmarket, and your customers

2.3.2.3 The Promotion Marketing

A promotion strategy is key for positioning your brand on the market,making people aware of the products or services you offer, and how theycould benefit by choosing you

2.3.2.4 OTA & TA Strategy

OTA or online travel agency, is a website or online service, which sellstravel related products to customers These products may include hotels,flights, travel packages, activities and car rentals Crucially, OTAs are thirdparties, reselling these services on behalf of other companies, including those

in the hotel industry

TA is the English acronym for Travel Agency, translated intoVietnamese as travel or travel agents TA is a person or company thatarranges ticket, hotel rooms for people going on Holiday or making ajourney

A promotion strategy is defined by the plan and tactics you implement

in your marketing plan to increase your product or service demand.Promotional strategies play a vital role in the marketing mix (product, price,placement, and promotion)

2.3.3 The goal of Marketing in Hotel Business

Marketing activities of accommodation businesses are directed towardstwo main gold sides:

•Attract customers

Marketing plays an important role in getting products from themanufacturer to the consumer In order to attract customers effectively, it isnecessary to bring out products that satisfying the needs of consumers, withimpressive and unique designs A product with an eye-catching design willattract the attention of customers From the attention, customers will find andconsume products when there is a need In addition, in order for products toreach consumers have needs to use products, businesses need to have aproduct promotion program to bring products to target markets

A product that wants to attract the attention of customers needs to meetthe following factors:

Unique product design

Advertise products to the target market

Have a good relationship with partners that consume products

In the sale and service stage, it is necessary to determine the appropriateproduct price and establish effective consumption channels

•Retaining customers

To retain customers, hotels need to offer effective products and

services In order to customers do not feel bored, accommodationbusinesses need to improve their tourism products and services regularly so

as not to create bored

In order for customers to always have new experiences when usingservices, businesses selling service products need to upgrade and renovatetheir appearance suitable for each time of the year.The hotels can created newspaces to increase customer appeal In addition, one of the important factors

to retain customers is the service attitude, besides the product factor, thehuman factor is also extremely important for customers to continue to chooseand use services at the business

Customer satisfaction when using good products will create sympathyfor other customers

CHAPTER 3 CASE DESCRIPTON

In this chapter, the introduction about Anh Nguyet Hotel such as thelocation, business situation and services and rooms in the hotel In addition,data and information about visitors arrivals between 2019 and 2020 aredescribed in this chapter

3.1 An Overview of Anh Nguyet Hotel

Anh Nguyet Hotel was established on Octorber 30, 2018 The hotel islocated at 08 Phan Dinh Phung Street, one of the streets in the center area of

Da Nang city The hotel is about 3.2km from Da Nang international airport,about 3.5km from My Khe beach one of the six most beautiful beaches in theworld In addition, the hotel near famous tourist destination such as ChickenChurch, Han Market, Song Han Bridge

The hotel has 16 floors with 50 rooms, the rooms designed in an elegantand unique Asian-Eastern style with modern interior and exterior equipment,overlooking Han River or beautiful Danang city Beside, Anh Nguyet Hotelalso helps you have more wonderful experiences at Four Season SwimmingPool, Restaurant, coffee bar, Lobby,etc

Anh Nguyet Hotel have a team of skilled staff are trained professionallyand in a thoughtful, polite service style to bring the most satisfaction toguests

3.2 An Introduction to Anh Nguyet Hotel

Anh Nguyet Hotel is an additional business in the tourism andaccommodation sector of Ty Nguyet Company Limited With a mission tobring the best experience and always feel comfortable when staying here

- Company name: Ty Nguyet Company Limited

- Hotel name: Anh Nguyet Hotel

- Address: 08 Phan Dinh Phung street, Hai Chau 1 Ward, Hai ChauDistrict, Da Nang, Viet Nam

- Phone: +84 (0) 2363 840 111

- Email: ksanhnguyetdn@gmail.com

- Website: http://anhnguyetdananghotel.com

- Representation: Mai Xuan Trieu/ Position: Director

3.2.1 Human Resource and Organization

The organizational structure of Anh Nguyet Hotel is arranged according

to the standards of a 3-star hotel The head is the director with six maindepartments including: Front Office, Housekeeping, F&B, Sale & Marketing,Human Resources and Accounting

3.2.2 The Service of Anh Nguyet Hotel

The main service of Anh Nguyet Hotel : accommodation services

Besides the main service is providing accommodation services.Customers can experience other services and facilities at the hotel such as:Four-season swimming pool, coffee bar, spa massage

3.2.2.1 Accommodation Services

Accommodation service is the main service at the hotel, revenue fromaccommodation services accounts nearly 75% of the total revenue of thehotel Anh Nguyet Hotel has four types of rooms: Double Bed Room, TripleRoom, Superior Family Room, Deluxe Family Room

Table 3.1 Rooms classification table

(Source: Sale & Marketing Department)

 Superior Double Room

Superior Double Room (21m2) is fully equipped room with one bed sizeKing and large window city view to create a friendly and intimate space Theinteriors are designed in an elegant style will bring you quiet and gentlemoments for guests

 Superior Triple Room

Superior Triple Room (21m2) include one double bed and one singlebed with modern furnitures The room is designed with a large window cityview, helping it always receive natural light This room type is suitale forparent and one child or business travelers

 Superior Family Room

Superior Family Room (30m2) include two - double bed The interiorsare designed in an impression with balcony helping guests feel closeness tonature, and making room fill with light This room is suitable for family orbusiness travelers

Deluxe Family Room

Deluxe Family Room (40m2) is designed with luxurious and impressivedecor with high-end equipments Besides, the room have spacious, the bathroom large with bathtub helping guests feel relaxed and comfortable.Deluxe Family Room will be a great choice for family traveling

Beside that, Anh Nguyet hotel also assists service guests in sending and printing documents, wake-up service, or free airport shuttle for guests

booking

3.3 The Number of Guests at Anh Nguyet Hotel

In this section, data and characteristics of domestic and international visitors are described in detail