INTRODUCTION
Rationale
Tourism in Vietnam is rapidly evolving, necessitating a focus on enhancing service quality and training skilled tour guides To remain competitive, hotels and resorts must differentiate themselves through unique offerings, modern facilities, and effective marketing strategies Understanding the competitive landscape is crucial for hotels to develop targeted marketing approaches that showcase their strengths and attract tourists.
As an English for tourism student passionate about the growth of the tourism sector, especially the hotel industry, I aspire to make a meaningful contribution to its development.
For all of the above reasons, I boldly choose the topic: “An
The article investigates the current business situation of Lang Co Beach Resort's restaurant and proposes effective solutions to enhance customer attraction and overall business performance By assessing the existing challenges, the study aims to identify strategies that can improve the dining experience, increase foot traffic, and boost revenue, ultimately contributing to the resort's success.
Aims and objectives
I would like to study the real situation in this graduation paper the service quality of the restaurant department, and then include some solutions to improve the restaurant department here.
Scope of the study
This study evaluates the service quality provided by employees and the attitudes of customers at Lang Co Beach Resort It highlights both the strengths and weaknesses of the current service Additionally, the author proposes solutions aimed at enhancing the restaurant's service quality, addressing identified shortcomings while reinforcing positive aspects.
Method of the study
Direct observation of qualities, services and work process of business and marketing activity at Lang Co Beach resort are carried out.
Method of Collection: Gather materials related to marketing activities, activities to attract guests in the hotel from textbooks, lectures on articles, from the internet,…
Method of Analysis: After synthesizing the information, I have conducted an analysis and evaluation to make comments and assessments about the business and marketing activities.
Organization of the study
The case study consists of five chapters:
Chapter 1: Introduction including Rationale, Aims, and Objectives,
Scope of the study, Method of the study and Study’s Organizations
Chapter 2: Theoretical Background on hotel, hotel business, and marketing activities to attract tourists in hotel tourism
Chapter 3: Case Description describing the overview of Lang Co
Beach resort and the actual situation of the marketing situation to attract tourists of this resort
Chapter 4: Analysis and Evaluation of the real situation the service quality of the Restaurant department at the resort
Chapter 5: Conclusion and Suggestions offer some solutions to improve the service quality of the restaurant department at Lang Co Beach resort
THEORETICAL BACKGROUND
Hotel business
In today's rapidly evolving world, the demand for travel continues to rise, prompting the growth of the hotel industry This sector has effectively addressed the diverse needs of travelers by providing comprehensive catering, accommodation, and entertainment services at popular tourist destinations, ultimately aiming for profitability.
The hotel industry within the tourism sector offers essential services such as accommodation, dining, and beverages, complemented by additional amenities like massage therapy, laundry services, saunas, and currency exchange, all designed to fulfill the diverse needs of travelers.
The hotel business is primarily focused on delivering accommodation, food and beverage services, and additional amenities to meet customer needs, ultimately generating revenue and profit This definition is outlined in the Tourism Economic Textbook by Nguyen Ba Lam.
Tourism resources play a crucial role in motivating travel, significantly impacting the success of the hotel industry Hotels thrive in areas rich in valuable and appealing tourism assets, as these resources directly enhance their attractiveness and profitability The relationship between tourism resources and the hotel business is vital for fostering growth and success in the hospitality sector.
Hotel owners must allocate significant capital not only for construction and land but also for high-quality equipment and facilities To ensure guest comfort, investing in top-notch technical amenities is essential for achieving the hotel's objectives.
The hotel industry primarily relies on service as its core product, necessitating significant direct labor involvement This reliance presents challenges for hotel managers, particularly in managing labor costs Reducing these costs without compromising the quality of service is a complex task, further complicated by the recruitment, selection, and management of staff.
The hotel industry, much like other sectors, operates under various laws, including natural, socio-economic, and psychological principles Additionally, the hotel business is closely linked to tourism, which is characterized by seasonal fluctuations, resulting in varying occupancy rates throughout the year.
Hotel products
Hotel products encompass the range of services and goods provided by a hotel, addressing customer needs from the initial registration process to their departure.
It is difficult to provide guests the hotel products that they have to go to the hotel to experience and whose quality determined by the feelings of customers
The simultaneous nature of creation and consumption in the hospitality industry means that services cannot be stored or sold later, leading to potential lost revenue Additionally, costs from previous days accumulate, making it challenging for hotels to deliver the quality experiences that guests expect This reliance on immediate guest experiences highlights the importance of customer satisfaction in determining the perceived value of hotel products.
To attract and retain affluent guests, hotels must ensure that their quality of service and facilities matches the high expectations associated with their pricing Offering top-notch amenities is essential for hotels aiming to thrive in a competitive market.
Hotel products must be designed with synthetic features to meet the diverse needs of guests These synthetic characteristics are evident not only in the core resident services but also in the various additional services provided by the hotel.
Hotel products play a crucial role in enhancing guest engagement To effectively attract visitors and offer a wide range of services, hotels must continually evolve their manufacturing processes alongside their offerings.
Restaurant Business
Tourism and restaurant activities are evolving in tandem with economic growth and changing lifestyles, leading to more innovative restaurant concepts A restaurant can be defined as a place that serves food and beverages to customers, reflecting these dynamic trends.
"The restaurant is the kind of food &beverages business to attract profits serve many different audiences and serve the demand of guests with many different types".
A restaurant is a public establishment that serves food and beverages for commercial purposes, offering a variety of refreshments, fruits, and drinks to all patrons Customers can pay for their meals and beverages, and the restaurant also provides catering services to enhance the dining experience for visitors.
Based the extent of links
An independent restaurant operates as a standalone entity, separate from hotels or other business establishments The journey to establish such a restaurant can be challenging, requiring significant effort to attract customers and build a loyal clientele.
Dependent Restaurant: It is the kind of restaurant that is not capable of becoming an independent business that is only part of some business establishments
Based on a scale: Assessed for facilities and service capabilities In general, people rate a restaurant's size based on the number of seats It is divided into three classifications:
Small restaurant: Accommodating less than 50 people
Average restaurant: About 50 seats and 150 seats
Based on the quality services
The popular restaurant: It is a restaurant of medium quality, average price, and not many facilities and services
A standard restaurant caters to the middle-class demographic, offering a higher-priced menu compared to popular dining establishments while adhering to specific quality and service standards.
The luxury restaurant: It is a high-quality restaurant, a form of diversified and rich services and a high price to satisfy society's high class.
Based on the form of service
A La Carte restaurant: A restaurant with a rich menu, ideal for guests to choose from all kinds of dishes and drinks The staff at the restaurant are professional skill.
Buffet restaurant: This is a common restaurant where all customers +
Coffee shop with food and drink services: coffee and snacks are served by this restaurant.
Coffee shop with food and drink services: Coffee and snacks are served by this restaurant.
Fast-food restaurant: Serving the requirements of industrial eating habits, commonly found in commercial centers, big cities, similar to cafes serving food and drink.
Restaurant hall: Organization of meetings, year-end party, wedding party, etc.
There are Asian restaurants, European restaurants, restaurants serving local dishes or Vietnamese specialties categorized according to the provincial culinary tradition, etc.
Listed according to the culture of religious food, there is a Buddhist cuisine restaurant serving vegetarian dishes), a Muslim cuisine restaurant (dishes without pork ingredients)
The restaurant is divided into, according to Vietnamese standards:
Service process organization of restaurants, banquet centers, bars, high- quality service assurance.
Serving high-quality meals: It's important to set high standards when it comes to food safety, and it's making sure that consumers are of equal quality.
An experienced chef will have a successful restaurant cooking meal with the finest quality ingredients to ensure continuity.
Restaurants invest significantly in creating the perfect ambiance, as it plays a crucial role in attracting customers Key elements such as furniture, comfortable seating, background music, transparency, and lighting all contribute to the overall atmosphere By focusing on these variables, restaurants can differentiate themselves and offer a unique dining experience that sets them apart from competitors.
The cleanliness of a restaurant plays a crucial role in shaping customers' dining experiences, as a clean environment fosters positive impressions and encourages patrons to enjoy their meals A spotless setting not only enhances the overall service but also helps prevent potential health issues, ensuring a safe dining atmosphere Maintaining high standards of cleanliness is essential for attracting customers and creating a welcoming space where they can relax and anticipate a delightful meal.
When dining out, the price is a crucial factor that influences consumer decisions, as it should align with the food quality, service level, and overall ambiance of the restaurant Unfair pricing can frustrate customers and hinder repeat business, while excessively low prices may raise doubts about the quality of the food and service offered.
2.3.5 Products of the Restaurant Business
Main product: Main products or signature products, business products are what are directly used to serve customers, and bring reputation, revenue, and profits to the restaurant.
Homemade dishes refer to products crafted directly by the restaurant, including meals and beverages Each establishment offers unique specialties, prepared using exclusive recipes and techniques that showcase their culinary expertise.
And this includes catering with a party, items to take around, special occasions to host.
The Food and Beverage Department in restaurant business
The Department of Food and Beverage is responsible for producing and supplying food and drinks to guests and customers This department ensures the quality of both the food served and the overall operation of the restaurant.
The Food and Beverage (F&B) department is the second-largest revenue generator in hotels, following the Housekeeping Department, and plays a crucial role in enhancing hotel branding A more extensive F&B department strengthens the hotel's brand identity, leading to a higher percentage of guests utilizing additional hotel services.
F&B department functions are relatively heavy when it is responsible for implementing policies, regulations and meeting hotel objectives and ensuring profitable balance for each service area:
- Discovering consumer trends and tastes to update and list wine for restaurants
- Working on menus for each culinary area with chefs in each area
- Comparing and having pricing policies to guarantee consistency and quantity, collaborating with food cable suppliers.
- Determine reasonable prices, dishes to be able to perform again and satisfy customers.
- Train to facilitate recruitment or layoffs of workers to ensure the quality of the workforce.
- Strictly control the general service of the restaurant, ensure the success and alignment of the department's operations, and promptly correct disputes and mistakes in the restaurant.
Hotels prioritize an efficient operational structure and effective management of their Food and Beverage (F&B) departments The organization of F&B staff varies according to the size and unique characteristics of each hotel.
The primary factor influencing a successful Facebook business in the restaurant industry is the product system As competition intensifies among travel-related companies, the demand from increasingly diverse customers grows To thrive in this challenging environment, restaurants must ensure that their products effectively meet the varied needs of consumers.
In today's social development, the restaurant industry must prioritize not just food quality but also exceptional culinary artistry and service To attract more diners, restaurants should offer delicious and visually appealing dishes in a warm and elegant atmosphere, served by skilled chefs who are passionate about their craft.
Professional, devoted, and loving staff are the prerequisite for the performance of the business and are the main element in drawing guests to the restaurant next time.
CASE DESCRIPTION
An overview of Lang Co Beach Resort
Address : 463 Lac Long Quan Street, Lang Co Town, Phu Loc District, Hue city, Vietnam
Email : langco@.dng.vnn.vn
Website : www.langcobeachresort.com.vn.
Image 1:The front view of Lang Co Beach Resort
Located at the foot of Hai Van Pass, in the pristine and mysterious Lap
Lang Co, renowned for its stunning beach, is nestled between the majestic Truong Son mountain range and the beautiful East Sea coast, making it one of Vietnam's most picturesque destinations The Lang Co Beach Resort offers a serene and breathtaking environment, captivating visitors with its scenic mountain views, azure coastline, and expansive white sandy beaches bathed in sunlight Unfortunately, many domestic and international tourists have previously overlooked this hidden gem, missing the chance to experience its natural beauty.
Lang Co Beach Resort features 124 accommodations, including 97 traditional Hue-style villa rooms and 27 budget-friendly options Each room boasts spacious balconies and garden areas, offering stunning views of the vast ocean or serene green gardens All rooms are equipped with essential amenities, including a TV with satellite channels, international telephone, WIFI, air conditioning, hairdryer, safe, and room service.
Image 2: Lang Co Beach Resort
Lang Co Beach Resort, renowned for its stunning ocean views and private beach, offers a perfect retreat for relaxation The resort features villas designed with authentic Vietnamese architecture, utilizing natural wood and bamboo, and provides exceptional service alongside unique local cuisine.
3.1.2 Organization of Lang Co Beach Resort
Lang Co beach resort is managed by a general manager, who oversees various subordinate departments, including the Reception Department, Personnel Department, and Accounting Department.
The resort's organizational structure features various departments, including Food & Beverage, each overseen by dedicated managers and staff under the general manager's guidance This clear hierarchy enables employees to understand their responsibilities and reporting lines Additionally, the interconnectedness of departments fosters collaboration, ensuring efficient service delivery and effective execution of resort activities.
Figure 1: Organization of Lang Co Beach Resort 3.1.3 Functions and Tasks of Each Department at Lang Co Beach Resort
The General Manager is the key leader overseeing all resort operations, ensuring both business efficiency and high-quality customer service All hotel activities and changes require the director's approval to maintain standards and effectiveness.
The Front Office (FO) department, often referred to as the hotel's face, plays a crucial role in welcoming guests, addressing their inquiries, overseeing the check-in and check-out procedures, and managing any guest complaints or issues related to hotel services.
Super- visor Super- visor Super- visor Super- visor Super- visor
Staff Staff Staff Staff Staff Staff Staff
Human resource training and development plays a crucial role in enhancing resort growth This department is responsible for planning and recruiting for open positions, as well as effectively allocating personnel for various events and activities within the resort.
The accounting department oversees all financial operations of the resort, ensuring accurate implementation of its functions This department plays a crucial role in fully reflecting the financial data and capital status of the resort.
Security: This department is responsible for the security of the resort. Ensure safety as well as operational control for most of the staff.
The department plays a crucial role in market expansion and customer attraction by identifying potential clientele for the resort and determining suitable pricing Additionally, it conducts customer surveys to provide insights to management for enhancing service efficiency and driving innovation.
Ensure the room is consistently clean and welcoming for guests by managing and serving it effectively Regularly check and maintain equipment during cleaning, while addressing the needs of guests promptly Communicate any relevant issues to the receptionist and stay informed about the tenants' situations.
The Food and Beverage Department is essential to the Lang Co Beach Resort, focusing on delivering high-quality meals and beverages to guests Its primary function is to ensure that visitors enjoy a satisfying dining experience during their stay at the resort.
It is the responsibility of the food and beverage department to provide the employees of an organization and its visitors with food and drink.
Departments of food and beverage include personnel with numerous dining- related positions, including bartender, barista, waiter, baker, chef, hostess, dining room server, food service attendant, and dishwasher.
3.1.4 Services products of Lang Co Beach Resort
Lang Co Beach Resort specializes in providing top-notch accommodation and catering services, offering a diverse range of room options for tourists, including single, double, triple, and quadruple rooms, as well as Superior, Deluxe, Junior Suite, and Penthouse Rooms The resort features an on-site restaurant and bar dedicated to fulfilling the culinary needs of its guests, allowing them to order from a varied menu of food and drinks upon arrival The in-restaurant bar further enhances the guest experience by serving a selection of beverages.
In addition to providing lodging and dining options, the hotel offers a variety of supplementary amenities for guests Below are the additional facilities available for each room at the hotel.
Services and practical information Public amenities
Support for people with disabilities
Convenient for people with disabilities
Concierge / concierge serviceLaundry service
An Overview of the Food and Beverage Department at Lang Co
3.2.1 The organization of the Food and Beverage
The F&B Manager leads the Food and Beverage Department, overseeing the restaurant's operations and financial performance This role includes recruiting, training, and supervising staff, as well as collaborating with the chef on menu selections and pricing to ensure the restaurant's success Additionally, each outlet requires three Outlet Managers who are responsible for the day-to-day operations, supervising staff performance, addressing grievances and accidents, and coordinating activities within their respective outlets.
Figure 2.The organization Structure of Food and Beverage Department 3.2.2 Serving procedure of Restaurant Department
There will be a distinct serving procedure for each restaurant At Lang
Co Beach Resort, it will be divided into 4 steps:
The cashier is responsible for obtaining the booking table for both in-house and transit visitors In the afternoon shift, the cashier reviews the number of visitor bookings recorded in the hostess logbook.
• Set up before the serving time.
The staff checks the presence of the workers, the amount of eating utensils, tea, and coffee Then, they set up a breakfast table with a buffet as follows:
The seat mat is situated in front of the seat Between the place mat, the paper napkin is placed The knife and fork are placed on it
In the upper right corner, a cup and plate are arranged, with the cup's handle elegantly twisted to the right Nestled between the handle and the plate, a teaspoon completes the setting.
Between the table, the next sugar jar, pepper and shakers and milk bottle, the flower vase is placed.
• Welcome and confirm the visitors
The hostess warmly greets visitors with a smile and a friendly "hello," while making an effort to use their names if known She then requests the guest's room number, asking, "May I please get your room number?" to verify their identity against the in-house list If the guest's name is not found, she notes this and informs the cashier to check the billing details later Additionally, the hostess inquires, "How many people please?" to gather necessary information for proper organization.
• Guide the visitor to the table
The hostess says, “This way, please” and leads the visitors to a free table The hostess says, “Enjoy your breakfast, sir/madam”, before departing.
A waitress promptly serves guests by offering them a choice between tea and coffee, asking, "Would you like some tea or coffee?" After receiving their response, she courteously acknowledges with "Yes, sir/madam," and retrieves the coffee or tea decanter from the station She then pours the beverage gently into the cups, ensuring not to touch the rims for a hygienic and professional presentation.
• Refill tea/coffee for the tourists
At The Nem restaurant, guests frequently enjoy coffee or tea with their meals, prompting waitstaff to attentively monitor their cups for refills It is customary for patrons to ask the waitress, "Would you like some more tea or coffee?" This practice not only showcases the staff's courtesy but also highlights the establishment's commitment to professionalism.
The used plates must be periodically washed by the waitress, so that visitors may put fresh plates on the table The waitress asks, "Excuse me, can
To maintain a tidy dining experience, waitstaff should promptly clear used dishes without needing to ask for permission, especially if a clean plate is placed on top of them This proactive approach enhances customer satisfaction and ensures efficient service.
• Give the bill for tourists
This stage is only applicable if guests do not have breakfast at the Nem restaurant (transit guests or in-house guests do not register breakfast at the restaurant).
When the visitors leave, the waitress has to stop working and respectfully say farewell and thanks to the guest at the restaurant for dining,
"Thank you, have a nice day!" and the hostess does too The Lang Co restaurant asks the employees to be delighted with the smile on their faces.
The facilities of the Department of Restaurants are fully updated with modern appliances It encompasses:
Equipment: Air-Conditioner, Microwave, Sound System, Television,
Telephone, Cash Register, Electric Fan, etc.
- Wooden instruments: wooden cabinet, wooden table, wooden chair, etc
- Tools for fabric: such as tablecloths, napkins, door curtain, seat cover, etc.
- Metal instruments: knives, forks, spoons, trolleys, ladles, etc.
- Tools for crockery: mug, chopsticks, ash-tray, toothpick container
- Tools for glassware: such as candle holders, flower vases, etc.
- Plastic instruments, such as trays, ice containers, etc.
The Department of Restaurants' facilities is completely updated with new equipment.
3.2.3 The Functions of the F&B Department at Lang Co Beach Resort
The Food and Beverage Department at Lang Co Beach Resort is essential in ensuring that guests receive high-quality dining experiences Its primary focus is to meet the food and beverage needs of all resort visitors, enhancing their overall stay.
Image 3: The Restaurant of Lang Co Beach Resort Lang Co Restaurant: With Vietnamese ancient house architecture, Lang
Co Restaurant, conveniently situated near the reception hall, boasts a capacity of 200 seats and offers a delightful array of dishes featuring diverse European flavors, alongside Asian and Vietnamese cuisine, particularly specialties from Hue Open daily from 6:00 AM to 10:00 PM, the restaurant serves a breakfast buffet, as well as lunch and dinner options available through set menus or à la carte selections.
Discover the Sea Restaurant, where you can savor a diverse menu of fresh seafood in a relaxed atmosphere overlooking the ocean With a capacity of 60 seats, it's the perfect spot to unwind with friends The restaurant is open daily from 10:00 AM to 10:00 PM, ensuring you can enjoy a delightful dining experience at your convenience.
Lang Co Beach Resort features a charming Garden Bar, perfectly situated by the swimming pool and beach, accommodating up to 100 guests This inviting spot is ideal for savoring a variety of refreshments, including cocktails, ice cream, and snacks The bar operates daily from 8:00 am to 11:00 pm, ensuring a delightful experience throughout the day.
Night bar: Open from 5:00 pm to 12:00 am Arranged for 50 guests with rattan chairs and carved with Vietnamese characters, the night bar is ideal for drinks and snacks.
3.2.4 Products and Services of the F&B Department at Lang Co Beach Resort
The Food and Beverage Department at Lang Co Beach Resort offers many varieties of food in many ways and drinks for guests who want to drink something
Lang Co Restaurant serves several forms of food items, including Vietnamese, Asian and European food.
Guests can savor authentic Hue cuisine, including Bun Bo, Hen Rice, and Vietnamese Rice Paper Rolls, alongside a variety of dishes featuring shrimp, fish, and chicken For those seeking budget-friendly options, a Fixed Menu is available Additionally, the restaurant offers a selection of salads and soups as appetizers on the European menu, complemented by irresistible seafood main courses.
Desserts and drinks were great A cold beer or cocktails will quench your thirst, and there is also fresh fruit to help complete the meal.
Lang Co Beach Resort's dining department caters to not only restaurant patrons but also hotel and pool guests, ensuring a diverse culinary experience To meet the varying preferences of customers, the restaurant introduces a fresh menu tailored to each location.
ANALYSIS AND EVALUATION
The Number of Guests at LCBR in the 2017 - 2019 period
Table 1 : The number of guests at Lang Co Beach Resort in the period of
Quantity Rate (%) Quantity Rate (%) Quantity Rate (%)
(Source: Lang Co Beach Resort)
Figure 3: Guests structure by area in the 2017-2019 period
The table illustrates the guest statistics at Lang Co Beach Resort from 2017 to 2019, revealing that Asian visitors comprised over 70% of the total Notably, Chinese tourists represented a significant portion of this demographic, contributing to the high overall visitor rate.
31.19 percent, Vietnam 28 percent, Thailand more than 12 percent, Indonesia and some other Asian countries 3 percent and more than 1 percent show that the resort is very popular with Asian guests In addition, countries in Europe and America also increase each year Through the figures in this table, the main goal of the resort is to promote to attract more international visitors to the resort.
The real situation of restaurant department at Lang Co Beach Resort
Lang Co Beach Resort prioritizes high-quality service, which is reflected in its premium pricing The restaurant's prices align with the quality of products and services offered, similar to a 3-star hotel This indicates a food and beverage policy that emphasizes pricing strategies to establish market rates Prices are set based on fundamental product costs, taking into account non-price factors such as brand reputation, service efficiency, and competition With numerous hotels of varying standards and prices in Lang Co, Hue, the pricing for Lang Co Beach Resort was strategically developed after a thorough analysis of the local market.
Seasonal fluctuations have a profound impact on the hotel industry, particularly affecting guest numbers The peak season typically spans from December to August or September, leading to a significant decline in customers for two to three months afterward This downturn notably influences hotel restaurants, prompting them to implement various strategies to attract diners For instance, restaurants may offer combo deals featuring special dishes at discounted prices or provide complimentary dinners for guests who stay over a week Additionally, hotels often introduce fixed menus, consisting of three to six dishes, at lower average prices to encourage patronage during off-peak periods.
4.2.3 The Number Of Guests using the restaurant Services at LCBR in the
Table 2: The Number of Guests using the Restaurant Services at Lang Co
Beach Resort in the 2017 - 2019 period
Quantity Rate (%) Quantity Rate (%) Quantity Rate (%)
Lunch and Dinner Room Services
Total Guest Morning Buffet Lunch and Dinner Room Services Pool Services
Total Guest Morning Buffet Lunch and Dinner Room Services Pool Services
Figure 4: The Number of Guests using the Restaurant Services at Lang Co
Beach Resort in the 2017 - 2019 period
The data highlights the usage patterns of the F&B Department's services, revealing that the Morning Buffet is the most popular choice among guests, comprising 92-93% of total customers In contrast, Lunch and Dinner services, along with Room Service, attract only 48-50% of patrons The demand for these services aligns closely with annual visitor numbers Additionally, Pool Service has shown a notable upward trend over the years, although overall customer usage fluctuates annually without significant variation.
4.2.4 Some reasons affecting the guest number at the restaurant
We discovered a number of factors that affect the number of guests at the hotel restaurant compared to other restaurants near the hotel.
The hotel's pricing strategy aligns with that of 3-star establishments; however, competing with local restaurants may not be advantageous While competitors typically double the unit price for similar menu items, the hotel must implement a higher pricing structure for the same offerings.
The quality of facilities significantly impacts visitor volume at 3-star hotels, as modern and well-maintained equipment is essential to meet architectural standards However, many hotel restaurants struggle with outdated, rusty equipment that is prone to damage, ultimately detracting from the guest experience.
The staff skills at Lang Co Beach Resort are a significant concern, as many employees lack experience, qualifications, and foreign language proficiency This results in low interaction levels, ultimately leading to service capabilities that fall short of the standards expected for a 3-star establishment.
4.3 Advantages and disadvantages of Lang Co Beach Resort
Nestled on the stunning Lang Co beach in Hue, this hotel boasts a prime location that attracts thousands of tourists daily, highlighting its substantial consumer potential Strategically positioned between Da Nang and Hue, guests enjoy easy access to notable attractions like Ba Na Hill and the historic mausoleums of Hue Additionally, the tropical climate offers an ideal getaway for travelers from temperate regions, such as Europe and America, making it a perfect vacation destination.
Lang Co Beach Resort faces several challenges, including intense competition due to the abundance of accommodation options, leading many visitors to choose lower-priced homestays over hotels for longer stays Additionally, the region is prone to frequent storms, which significantly disrupt the tourism industry Seasonal weather fluctuations also impact visitor numbers, causing considerable variations throughout the year.
Evaluation of service quality of the Restaurant Department at
4.4.1 Strengths, Weaknesses, Opportunities and Threats (SWOT)
The restaurant boasts an elegant design and a comfortable layout, ensuring an enjoyable dining experience for customers Its menu features uniquely crafted dishes that highlight distinctive flavors and presentation The staff is not only attractive but also embodies a fresh, dynamic, and courteous approach to service Additionally, the establishment maintains a high standard of cleanliness, contributing to a consistently pleasant atmosphere.
The Restaurant Department still has several weaknesses, in addition to the above strengths.
Labor and foreign language skills of employees are still limited.
Limited language proficiency among employees hinders effective communication with guests, leading to misunderstandings of customer needs Additionally, the restaurant's teamwork is lacking, resulting in inefficiencies among staff The current training program for employees fails to meet the demands of the restaurant, as new hires do not receive a structured training curriculum or proper supervision Consequently, this lack of guidance makes new workers prone to developing bad habits and not adhering to regulations.
Restaurant advertising policy is limited
Finding reliable information about restaurants is challenging due to the lack of media coverage and online resources Customers seeking detailed insights about dining establishments often struggle to access relevant details about their options.
Some equipment has not been replaced, inadequate technical equipment
Lack of pans, cups, cutlery, detergent for the dishes.
Lang Co's prime location as a popular tourist destination presents a significant opportunity for the local hotel industry, prompting the Restaurant Division to attract not only hotel guests but also local visitors Additionally, the rise of social media offers a powerful platform for restaurants to promote their offerings through engaging visuals, reaching billions of users seeking entertainment and information.
Lang Co is gaining popularity among tourists, attracting numerous individuals and corporations to develop their businesses in the region This surge in interest is intensifying competition among hotels, leading to a fierce rivalry in the hospitality sector.
Lang Co Beach Resort's Restaurant Department boasts a youthful and dynamic staff, characterized by their excellent communication skills and adaptability While some employees may lack formal training in travel skills, the majority bring valuable long-term experience that enhances productivity Catering to a diverse clientele from countries like China, Thailand, and France, it is essential for staff to be proficient in multiple languages To improve service quality and meet the needs of its varied visitors, the resort should encourage its restaurant employees to pursue language learning, focusing on languages such as Chinese, Korean, and Thai.
To ensure customer satisfaction, a restaurant must provide modern amenities that create a relaxed and enjoyable atmosphere Essential features such as air conditioning and appropriate lighting contribute to a welcoming environment for diners However, inadequate service during peak times can lead to frustration and disappointment, as guests may feel neglected while waiting for their meals, especially when they see others being served promptly.
The restaurant provides a variety of services to cater to client needs, including room service, a breakfast buffet, and birthday party arrangements Each service is priced according to the specific food offerings, ensuring a tailored experience for every guest.
Table 3: Review from Customer about staffers, facilities and service at the restaurant
Unsatisfied Unsatisfied Normal Satisfied Very
Staff’s attitude is very friendly 0,00 0,00 23,24 37,83 38,93
Communication and reaction skills are good 4,11 11,08 53,26 29,50 2,05
Staff’s level of foreign languages is good 8,40 14,93 61,44 15,23 0,00
The arrangement at the restaurant is convenient 2,23 9,56 43,01 35,09 10,11
The decoration in the restaurant is very beautiful 0,00 4,50 36,18 45,91 13,41 The arrangement at the bar is professional 5,98 12,73 46,42 33,45 1,42
The area around the restaurant is very peaceful 0,00 7,56 21,07 55,64 15,73 The restaurant are is clean and tidy 0,00 0,00 14,84 27,94 57,22
Always take care of guests 0,00 0,00 28,64 57,73 13,63 Always respond timely to all guests’ demand 0,00 0,00 16,98 27,42 55,60
Know how to solve 0,00 0,00 36,49 44,75 18,76 customers’ complaints
Feedback from customers about staff at the restaurant
Very Unsatisfied Unsatisfied Normal Satisfied Very Satisfied
Figure 5: Feedback from customers about staff at the restaurant
Employees play a crucial role in management, and to assess the restaurant staff, I collected customer feedback on various aspects This investigation revealed several reasons for the restaurant's underperformance.
The first element is the uniform The restaurant's uniform is not too prominent and there is no special impression on customers.
The service attitude of hotel employees plays a crucial role in customer satisfaction, with guests appreciating the staff's friendly demeanor and attentive care However, many customers express dissatisfaction with the employees' skills, particularly in communication and job organization, indicating a need for improvement in foreign language proficiency and professional training.
Feedback from customers about facilities at the restaurant
Very Unsatisfied Unsatisfied Normal Satisfied Very Satisfied
Figure 6: Feedback of customers about facilities at the restaurant
Modern facilities are essential for enhancing restaurant operations and ensuring customer satisfaction Customer feedback reveals that 39.36% of patrons are satisfied with the restaurant's equipment, while 35.47% find it average However, there remains a notable percentage of 6.87% of customers who are dissatisfied, alongside over 1% who are very dissatisfied, indicating that the restaurant's equipment does not fully meet customer expectations Although the restaurant features modern equipment, attractive decor, and a clean, quiet environment, the arrangement at the bar has been highlighted as an area needing improvement.
Feedback from customers about services at the restaurant
Very Unsatisfied Unsatisfied Normal Satisfied Very Satisfied
Figure 7: Feedback from customers on Service at the restaurant
At Lang Co Beach Resort, customer satisfaction is a top priority, leading to high praise for the restaurant's service An investigation revealed that nearly all guests are satisfied, with 46.29% expressing general satisfaction and over 28% indicating they are very satisfied The attentive staff promptly address customer needs and effectively handle complaints, ensuring accurate invoicing Remarkably, no guests reported dissatisfaction with the restaurant's services, highlighting the exceptional quality offered at Lang Co Beach Resort.
Co Beach Resort is high.
CONCLUSION AND SUGGESTIONS
Summary of the finding
Today human life is improving day by day The needs of people today are more and more diverse Therefore, businesses focus more on services.
The service industry, particularly the restaurant and hotel sector, faces intense and complex competition Business strategies, service offerings, and human capital play crucial roles, influencing operational outcomes with both positive and negative effects.
Choosing the right location is crucial for a business plan, as it significantly impacts market performance and enhances a hotel's reputation However, a major drawback for restaurants is their tendency to cater to a single customer type, which can limit their appeal Additionally, promotional strategies aimed at attracting customers often lack innovation and excitement.
To effectively promote a restaurant, the strategy and product quality must align with the cuisine offered Restaurants often focus on popular national dishes, which can be diverse and flavorful However, if the pricing is too high, it should reflect the quality typically associated with a four-star dining experience.
Next, facilities often create a major vision to explain the quality of the operation of the restaurant To prevent damage easily, new machinery needs to be tested and maintained.
Finally, the staff is what has to be resolved In addition to professional preparation, soft skills and foreign language proficiency need to be mastered.
In order, to grasp consumer psychology, they have to cultivate awareness and practical experience.
I choose the topic: “An Investigation into the Real Situations and some
Solutions to Attracting Customers to The Restaurant of Lang Co Beach
In order to enhance customer attraction to the restaurant's facilities, it is essential to analyze and identify effective strategies and solutions However, due to constraints in time and expertise, my analysis may not fully address all issues Therefore, I welcome suggestions and insights from both teachers and readers from the Faculty of English to improve this endeavor.
Some Suggestions for Improving Quality the restaurant at Lang
The current restaurant facilities prioritize safety, but regular maintenance is essential to ensure their efficiency Some older amenities, particularly the seating, require updates to accommodate increasing customer demand Additionally, the arrangement of tables should be optimized for various meals and guest numbers Expanding the bars, pubs, and swimming pools within the existing area offers opportunities for diverse design enhancements.
To maintain guest interest during their stay, hotels should frequently update their breakfast buffet menu Organizing food fairs can also enhance the dining experience by inviting talented chefs from other establishments, allowing for the exchange of expertise that improves service quality and menu offerings This initiative not only elevates the culinary experience but also attracts more visitors and enhances the hotel's reputation.
The large hotel campus will accommodate kitchens, chairs, a bar serving weekend picnic lunches, public holidays, and special events to introduce customers to special cuisine as well as menus.
In the current competitive landscape, restaurants are slashing prices to attract customers, making dining more affordable However, this strategy poses challenges in maintaining profitability To boost hotel sales, restaurants are strategically timing discounts, even during off-peak seasons, to effectively draw in guests and enhance revenue.
In addition to the price structure approach, the restaurant can flexibly adapt the marketing policies according to particular conditions:
Seasonal pricing is crucial for businesses in the travel and hospitality industry, as tourist numbers fluctuate significantly between peak and off-peak seasons During high-demand periods, restaurants should increase prices on products and services to maximize revenue, while offering discounts in the off-season to attract more customers and boost overall sales Implementing a strategic seasonal pricing policy can enhance profitability and ensure a steady flow of business throughout the year.
The hotel should implement a discount policy that offers preferential rates for tourists purchasing large-scale hotel products and for party visitors Additionally, it is essential to provide discounts for intermediaries and travel agents who book hotel guests, while also increasing commissions for brokers to enhance partnerships and drive bookings.
To enhance guest experience, the hotel is implementing weekly English language classes for staff to improve their communication skills Additionally, the employee uniforms will be updated to a more trendy yet still practical design, ensuring comfort and style for all team members.
To effectively promote their image and facilities, hotels often underutilize advertising channels It is essential for hotels to regularly update their website with current information about services, merchandise, and promotions to enhance their appeal and attract guests By doing so, hotels can increase customer engagement and drive service usage.
Conclusion
My internship at Lang Co Beach Resort provided valuable insights into the restaurant industry, highlighting the importance of customer service The restaurant's service quality is commendable, meeting many customer needs and desires However, there are limitations in the serving staff's capabilities and the variety of dishes offered, which have affected the hotel's credibility To enhance service quality and attract new clients, the resort must address these limitations and expand its offerings in the competitive restaurant-hotel market.
This research marks my initial exploration of proposed solutions, acknowledging my limited experience and basic understanding of the subject, which may result in incomplete coverage of all issues Gaining insights into how students effectively utilize learning techniques is crucial, and I welcome feedback from foreign language teachers and readers I would also like to extend my heartfelt gratitude to my supervisor, M.A Le Thi Kim Uyen, and express sincere thanks to the hospitality and tourism professional team, as well as the Board of Directors and staff at Lang Co Beach Resort Hotel, for their invaluable guidance and support throughout my practical training and the completion of this project.
[1] Nguyễn Đăng Tuyền (2007), Bài giảng Tổng quan du lịch, Đại học Duy Tân.
[2] Nguyễn Bá Lâm (2009), Giáo trình Quản lý kinh doanh khách sạn, Đại học Kinh doanh và Công nghệ Hà Nội. o English Books:
[3] Roy A Cook, Laura J Marqua, Tourism the Business of Travel.
[4] Jones, L (1998), English for the Travel and Tourism Industry, Cambridge University Press. o Websites:
[5] https://www.stayhotel.com.vn/dich-vu-tien-nghi/co-so-vat-chat-dich- vu.html
[6] https://blog.topcv.vn/vai-tro-va-nhiem-vu-cua-cac-bo-phan-trong- khach-san/
[7] http://www.hoteljob.vn/tin-tuc/dac-diem-vai-tro-va-chuc-nang-cua- nha-hang-trong-khach-san
Nguyen Thi Kim Hau is a student at Duy Tan University in Da Nang, specializing in English for Tourism She gained valuable experience during her internship in the restaurant department at Lang Co Beach Resort.
6 weeks I am currently doing my graduation paper" An Investigation into the Real Situations and some Solutions to Attracting Customers to The Restaurant of Lang Co Beach Resort”
So I would greatly appreciate if you could take a moment to answer some of the questions below Your opinion will provide me a lot of useful information for my paper and ultimately improve the service quality of the hotel.
I promise you that your personal information will be kept confidentially and will not be used for any other form of business.
Thank you very much for your help!
1 How many time have you stayed at Lang Co Beach Resort?
The first time The second time More than twice
2 What is the purpose of your trip?
Leisure Travel Tour travel Visit relatives or friends
Culinary travel Cultural travel ECO travel
3 How can you know about Lang Co Beach Resort?
Travel agent Friend, Relative Internet
4 How long did you stay at the hotel?
5 Which restaurant have you been to?
Lang Co Restaurant Sea Restaurant
6 Do you feel comfortable with the restaurant atmosphere?
If no, please let me know the reason:
7 Please indicate your level of satisfaction for the information about the Restaurant as follows:
Staff’s attitude is very friendly 1 2 3 4 5
Communication and reaction skills are good 1 2 3 4 5
Staff’s level of foreign languages is good 1 2 3 4 5
The arrangement at the restaurant is convenient 1 2 3 4 5
The decoration in the restaurant is very beautiful 1 2 3 4 5
The arrangement at the bar is professional 1 2 3 4 5
The area around the restaurant is very peaceful 1 2 3 4 5
8 Will you recommend Lang Co Beach Resort to other people?
No, I won’t I’m not sure Yes, I will.
9 If you return to Lang Co, Hue City, will you stay at Lang Co Beach Resort again?
No, I won’t I’m not sure Yes, I will.
C GUESTS’ COMMENTS, QUESTIONS OR CONCERNS
1 After using the services at Lang Co Beach Resort, which makes you feel really satisfied?
2 What makes you not satisfied with the quality of services at the Lang Co Beach Resort?
3 In your opinion, what should Lang Co Beach Resort do to improve the quality of services to better meet the needs of guests?
Thank you for valuable time!