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

MINISTRY OF EDUCATION AND TRAINING
FACULTY OF ENGLISH
DUY TAN UNIVERSITY

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


MINISTRY OF EDUCATION AND TRAINING
DUY TAN UNIVERSITY
FACULTY OF ENGLISH

GRADUATION THESIS
DO THI KIM PHUONG

AN INVESTIGATION INTO THE
CHARACTERISTIC OF VISITORS AND SOME
SUGGESTIONS TO ATTRACTING PROSPECTIVE
VISITORS AT ANH NGUYET HOTEL

Major

: ENGLISH FOR TOURISM

Code

: 702

SUPERVISOR: NGUYEN THI BAO YEN, M.A

DA NANG – MAY 2021


DA


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ACKNOWLEDGEMENTS
I would like to express my gratitude to all those who help and give me
ideals to make this graduation paper.
Firstly, to complete this graduation, I would like to express my deep
gratitude to Mrs. Nguyen Thi Bao Yen who has given dedicated guidance,
useful knowledge and experiences during the process of writing this
graduation paper. It’s lucky when having a conscientious supervisor who
shared and encouraged me so much to finish this report.
Secondly, I would like to thank all of the teachers at Duy Tan
University, especially those of Foreign Languages Department for teaching
me during 4 years. All experience and English skills I acquired from my
teacher of Foreign Languages Department at Duy Tan University helped me
so much in finishing my graduation, so I would like to express deepest
gratitude to them. The knowledge acquired in the learning process is not only

for the foundation for the graduation research process but also the precious
baggage for me to come into the life.
Thirdly, I would like to thank Anh Nguyet Hotel for creating favorable
conditions for me to practice in the company. I would like to thank Ms Mai
Thi Khanh Ly, General manager, who has help me in the data collection
process.
Finally, thank for my family and friends because of their
encouragement. Those helped me to overcome obstacles and difficulties.
They not only supply me with their advice to make me a sustained effort but
also give useful ideas to me.


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STATEMENT OF AUTHORSHIP
Except where reference is made in the text of the thesis, this thesis
contains no material published elsewhere or extracted in the whole or in part
from a thesis by which have qualified for or been awarded another degree or
diploma.
No other person’s work has been used without due acknowledgement in
the thesis.
This thesis has not been submitted for award of any degree or diploma
in any other tertiary institution.
Danang, May 5th, 2021
Do Thi Kim Phuong


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ABSTRACT

In hotel business, tracking and analyzing guest characteristics are
really important. It helps the hotel come up with the right strategy to attract
prospective guests in the future. From there, improving the number of
customers and increasing revenue of the hotel.
Once this research is done, the hotel will have a clearly look at the
strengths, weaknesses, opportunities and threats in business. They will better
understand the characteristics of the potential customer group through
comparing and analyzing the characteristics of domestic and international
guests. Since then, giving out sales strategies and promotions suitable to
attract customers both during the low season and the high season.
With the aim investigation into the characteristic of guest to attracting
prospect customers at Anh Nguyet Hotel This case study is carried out basing
on theoretical background and the practical data which concentrate on the
analysis 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.


iv

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


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December,2019).....................................................................................................18
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


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LIST OF FIGURES
Figures 4.1 The chart given illustrate the time of booking of........Error: Reference
source not found
domestic visitors...........................................Error: Reference source not found
Figures 4.2 The chart given illustrate the length of stays of..........Error: Reference
source not found
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

vii

LIST OF ABBREVIATIONS
DTU: Duy Tan University
FLD: Foreign Language Department
OTA: Online Travel Agent
TA: Travel Agent


viii

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


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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

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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), “The
importance of tourism to the hospitality industry is increasing each year. As
employment in smokestack industries - that is, manufacturing – countinues to
fall, the service industries, including those businesses serving travelers, must
take up the slack by providing new jobs. Tourism, then, is central not only to
health 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 of
international tourists and domestic tourists are increasing. Vietnam tourism
well-known in the world, many domestic destinations have been voted as
favorite destination of international tourists. Besides, tourism receive a lot of
the attention of the whole society. Tourism not only bringing a great source of
income for the economy, creating jobs, developing service industries, and
promoting 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 a
bridge to three world cultural heritages: the Complex of Hue Monuments,
Hoi An Ancient Town and My Son Sanctuary. These points attracted a large
number of tourists to Danang. The development of tourism has created
conditions for the hospitality industry to develop.
In the hotel business, the number of guest is affected revenues and
profits of the hotel. The number of visitors will increase during the high
season and decrease during the low season. Depending on the outstanding

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features of the hotel will attract different groups of guests.
Therefore, investigation into the number of guest and analysis customer
characteristics to find the prospective guests is very important. During my
internship at Anh Nguyet Hotel, I want to support the hotel to define potential
guest 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 prospective
guests. Besides, giving appropriate marketing strategies to improve the
number of visitors at Anh Nguyet Hotel. Since then, to help increase revenue
for 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 the
practical data. It mainly focuses on the number of guests and some
suggestion to attract reservation of guests at Anh Nguyet Hotel.
Scope of time: During the 2019 – 2020 period

4. Method of The Study

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In this case study, some basic methods are used to collect, analyze, and
evaluate.
• Method of collection:
I consult information from books, websites and collecting actual data at
Anh Nguyet Hotel. During the project, I have contacted with the manager of
the hotel.
• Method of analysis and evaluation:
I collect information from guest-stay notification system at Anh Nguyet
Hotel.
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 the
methodology of the case study are presented.
Chapter 2: Theoretical background about hotel industry, analysis
customers behavior, marketing in hotel business.
Chapter 3: Case description about in detail of overview, services, and
number of guests from 2019 to 2020 at Anh Nguyet Hotel.
Chapter 4: Analysis of customers behavior and evaluation the quality at
Anh Nguyet Hotel.
Chapter 5: Giving some solutions to overcome difficulties at Anh
Nguyet Hotel.
Chapter 6: Some suggestions about strategy of marketing at Anh Nguyet
Hotel.

CHAPTER 2: THEORETICAL BACKGROUND

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In this chapter 2, the introduction about the concepts of hotels,
hospitality businesses and customer behavior in the hospitality sector. In
addition, 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? Put
simply, the hotel industry is the section of the service industry that deals
with guest accommodation or lodgings. By most definitions, the hotel
industry refers not only to hotels, but also to many other forms of overnight
accommodation, 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 hospitality
book (1995). A hotel is a place where anyone can pay to rent a bedroom over
there. Each bedroom for rent inside must have at least 2 small rooms
(bedrooms and bathrooms). There are beds, phones and televisions. In
addition to the bedroom service, there may be additional services such as
luggage storage, a bussiness center ( with photocopying equipment), a
restaurant, 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 on
the basis of providing accommodation, catering services and additional
services to guests to meet their dining, accommodation and entertainment
needs at tourist destinations profitable purpose.[4]


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2.1.2 Characteristics of Services
Next, the most relevant characteristics of services. Characteristics of
services apply universally to any service. According to Quan tri kinh doanh
khach san, TS. Nguyen Van Manh, TS. Hoang Thi Lan Huong. “The most
important characteristics of services are:
• Services Perishability
The service capacity cannot be stored, saved, returned, or resold once
rendered to a customer.
• Service Inseparability
The production and consumption of a service can't be separated from the
provider of that service. It also requires that a customer is physically
participating in the consumption of the service.
• Service Intangibility
Many services lack physical attributes and, thus, consumers are unable
to assess the value they would gain from engaging such a service with
tangible 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 or
week.”[4]
2.2 Customers Behaviors in Hospitality Industry
Understanding customer behavior will help business come up with
products 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 and
tourism consumers is among the most important challenges. The products

6

and services made available to consumers must respond to the changing
needs of the target market segments. The study of consumer behavior focuses
on understanding consumers as they purchase products or services. This
behavior takes place within the larger context of the environment in which
each individual operates. Therefore, consumer behavior examines the roles
and 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, they
are subject to both internal and external factors that influence them.
• External Influences on Customer Behavior:
The external influences include culture, socioeconomic level, reference
groups, and household.
• In addition to external influences, consumers are influenced by internal
items 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 the
single biggest challenges for individual hotels to contend with. Hotel
marketing is essential, as it is the way hotels are able to promote their
property, highlight its unique features, ensure it stands out from rivals, and
establish the benefits of staying there.
2.3.1 Concepts of Marketing
According to the American Marketing Association. Marketing is the
process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods, and services to create exchanges that satisfy

7

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 and
objectives combined into a single comprehensive plan. Business executives
draw 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 determine
how much to sell their goods or services for. It's one of the most commonly
overlooked and undervalued revenue levers in business. Carefully selecting
the right pricing strategy takes a deep understanding of your product, your
market, 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 they
could benefit by choosing you.
2.3.2.4 OTA & TA Strategy
OTA or online travel agency, is a website or online service, which sells
travel related products to customers. These products may include hotels,
flights, travel packages, activities and car rentals. Crucially, OTAs are third
parties, reselling these services on behalf of other companies, including those
in the hotel industry.
TA is the English acronym for Travel Agency, translated into
Vietnamese as travel or travel agents. TA is a person or company that
arranges ticket, hotel rooms for people going on Holiday or making a
journey.

8

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 towards
two main gold sides:
• Attract customers
Marketing plays an important role in getting products from the
manufacturer to the consumer. In order to attract customers effectively, it is
necessary to bring out products that satisfying the needs of consumers, with
impressive and unique designs. A product with an eye-catching design will
attract the attention of customers. From the attention, customers will find and
consume products when there is a need. In addition, in order for products to
reach consumers have needs to use products, businesses need to have a
product promotion program to bring products to target markets.
A product that wants to attract the attention of customers needs to meet
the 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 appropriate
product price and establish effective consumption channels.

• Retaining customers
To retain customers, hotels need to offer effective

products and


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services. In order to customers do not feel bored, accommodation
businesses 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 using
services, businesses selling service products need to upgrade and renovate
their appearance suitable for each time of the year.The hotels can created new
spaces to increase customer appeal. In addition, one of the important factors
to retain customers is the service attitude, besides the product factor, the
human factor is also extremely important for customers to continue to choose
and use. services at the business.
Customer satisfaction when using good products will create sympathy
for other customers.

CHAPTER 3
CASE DESCRIPTON


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In this chapter, the introduction about Anh Nguyet Hotel such as the
location, business situation and services and rooms in the hotel. In addition,
data and information about visitors arrivals between 2019 and 2020 are
described in this chapter.
3.1 An Overview of Anh Nguyet Hotel

Anh Nguyet Hotel was established on Octorber 30, 2018. The hotel is
located 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 the
world. In addition, the hotel near famous tourist destination such as Chicken
Church, Han Market, Song Han Bridge.
The hotel has 16 floors with 50 rooms, the rooms designed in an elegant
and unique Asian-Eastern style with modern interior and exterior equipment,
overlooking Han River or beautiful Danang city. Beside, Anh Nguyet Hotel
also helps you have more wonderful experiences at Four Season Swimming
Pool, Restaurant, coffee bar, Lobby,etc.
Anh Nguyet Hotel have a team of skilled staff are trained professionally
and in a thoughtful, polite service style to bring the most satisfaction to
guests.
3.2 An Introduction to Anh Nguyet Hotel
Anh Nguyet Hotel is an additional business in the tourism and
accommodation sector of Ty Nguyet Company Limited. With a mission to
bring the best experience and always feel comfortable when staying here.


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- Company name: Ty Nguyet Company Limited
- Hotel name: Anh Nguyet Hotel
- Address: 08 Phan Dinh Phung street, Hai Chau 1 Ward, Hai Chau
District, Da Nang, Viet Nam.
- Phone: +84 (0) 2363 840 111
- Email:
- Website:
- 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 main
departments including: Front Office, Housekeeping, F&B, Sale & Marketing,
Human Resources and Accounting.


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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 from
accommodation services accounts nearly 75% of the total revenue of the
hotel. Anh Nguyet Hotel has four types of rooms: Double Bed Room, Triple
Room, Superior Family Room, Deluxe Family Room.


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Table 3.1 Rooms classification table
Room type
Superior Double Room

Rent rates
500.000

Superior Triple Room

600.000

Superior Family Room

800.000

Deluxe Family Room

1.000.000
(Source: Sale & Marketing Department)

 Superior Double Room
Superior Double Room (21m2) is fully equipped room with one bed size
King and large window city view to create a friendly and intimate space. The
interiors are designed in an elegant style will bring you quiet and gentle
moments for guests.