AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS OF FOOD AND BEVERAGE DEPARTMENT TO ATTRACTING CUSTOMERS AT RISEMOUNT PREMIER RESORT

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MINISTRY OF EDUCATION AND TRAINING
DUY TAN UNIVERSITY
FACULTY OF ENGLISH

GRADUATION PAPER
TRAN LE THAO QUYEN

AN INVESTIGATION INTO THE REAL
SITUATION AND SOME SOLUTIONS OF FOOD
AND BEVERAGE DEPARTMENT TO
ATTRACTING CUSTOMERS AT RISEMOUNT
PREMIER RESORT

GRADUATION THESES IN SOCIAL SCIENCES AND HUMANITIES

DA NANG – June 2021
MINISTRY OF EDUCATION AND TRAINING
DUY TAN UNIVERSITY


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SUPERVISOR: MAI LAN THI,M.A

FACULTY OF ENGLISH

GRADUATION PAPER
TRAN LE THAO QUYEN

AN INVESTIGATION INTO THE REAL
SITUATION AND SOME SOLUTIONS OF FOOD
AND BEVERAGE DEPARTMENT TO
ATTRACTING CUSTOMERS AT RISEMOUNT
PREMIER RESORT
Major : English for Tourism
Code : 2320315754

SUPERVISOR : MAI LAN THI

DA NANG – June 2021

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SUPERVISOR: MAI LAN THI,M.A

ACKNOWLEDGEMENT
It would be difficult to complete this graduation paper without the

enthusiastic assistance of those I care for.
First of all, I would like to express my gratitude to Ms Mai Lan Thi, my
supervisor, who actively supported me in completing the project. She is
always the one who enthusiastically and thoughtfully answers the questions,
carefully pointing out each mistake and assisting me in grasping the error and
improving. I feel really lucky to have her guidance.
Second, I would like to show my thanks to the school's leaders and teachers
from Duy Tan University's Department of English for their unwavering
support and excellent learning conditions over the years.
Next is my sincere thanks to the Risemount Premier Resort internship unit for
facilitating and providing data for me to complete the paper.
In addition, it is equally important that I am truly grateful to my family and
friends who encouraged and motivated me during this important time.
And finally, I just want to thank myself for being and working hard every day
and every hour during the completion of my graduation paper and for not
giving up. The last thing, I wish you all good health and happiness.
Yours sincerely!

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STATEMENT OF AUTHORSHIP

I hereby guarantee that the content of this graduate paper does not duplicate
the content of any university's graduation project.
References contains a list of all reference sources that have been referenced
and collected.
This graduation paper has not yet been submitted to any other higher
education institution for the granting of a degree or diploma.
Da Nang, June 2021
Student

Tran Le Thao Quyen

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ABSTRACT
This graduate paper is used in the restaurant and hotel industry. It was created
in order to highlight the current situation, as well as the positive challenges
that companies face. Since then, I’ve been providing solutions for Risemount
Premier Resort’s F&B department to attract customers. This graduate paper
has taught me about the benefits and drawbacks that companies face. At the
same time, devise effective customer-attraction visitors.

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ABBREVIATIONS

F&B : Food and Beverage
OTA : Online Travel Agency
SWOT : Strengths, Weaknesses, Opportunities, Threats
HR : Human resourses
FO : Front office
HK : House keeping

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LIST OF TABLES

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LIST OF FIGURES

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TABLE OF CONTENTS

CHAPTER 1 : INTRODUCTION

1. Rationale
Living in the era of social development, the fields of economy,
technology, trade, service,etc all have skyrocketing growth indexes over the
years. With such great progress, it is inevitable that the fierce competition of
industries in general, trade and services in particular is unavoidable. In
particular, the competition between hotels, resorts, and retail locations is
shown clearly. Indeed, the tourism and service industries are becoming
increasingly important in the economy's structure, contributing significantly
to national income. Over the years, our country's tourism industry has been
seeing a significant increase in technological facilities to serve visitors in all
regions of the country, as evidenced by the appearance of shops, a collection
of hotels, motels, tourism trade villages, and other facilities. In order to
succeed in the highly competitive tourism market, companies must provide
solutions for service quality, as well as strategies to attract and satisfy
customers.
Tourists come here to enjoy the culinary culture of the places they travel
through as well as the landscapes and cultural arts of each city. As the country
grows, tourist demand has risen dramatically in terms of lodging, dining, and
entertainment. The new trend is "healthy food, beautiful clothing" rather than
"dress well and warm." As a result, dining out at restaurants would take the
place of home meals. Customers may enjoy a variety of delectable and
diverse dishes in these establishments, which provide a polite, luxurious, and
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relaxing environment for special occasions such as weddings, meetings, or
social activities with friends and colleagues. As a result of the above
developments, many accommodation companies have extended their
operations to include the culinary industry, growing revenue and diversifying
their products and services.
Da Nang is one of the big cities in the central region, known as the worthliving city of Vietnam. In addition, Danang is the city with the most potential
for tourism development in the country. This place concentrates on unique
natural landscape resources with cultural landscapes. Diverse cuisine is also
one of the attractions for tourists to this beautiful land. Resort hotels are
becoming increasingly competitive as a result of this feature. Risemount
Premier Resort is a five-star resort in Da Nang noted for its exclusive
architecture and prime location. Not only that, but it also has a lot of
experience in the restaurant business, contributing greatly to the Resort's
revenue. It can be seen as the strength and development priority of Risemount
Premier Resort in the present and in the future.
Therefore, pointing out the real status of resorts is an extremely important
step from which to find solutions and strategies to attract customers,
especially within the past year due to the effects of the epidemic Covid-19 so
finding a solution is really necessary for the business. For that reason, I would
like to choose this topic.
2. Aims and Objectives
2.1. Aims
This project aims to study the current situation of tourists coming to
resorts at Risemount Premier Resort, specifically the F&B department,
including the proportion of tourists in recent years. In addition, the
investigation also pointed out some strengths and weaknesses of the F&B

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department at Risemount Premier Resort. Then offer solutions and strategies
to promote and attract the number of visitors to the resort.
2.2. Objectives
-

-

This study is aimed at:
Detailing investigation of the entire current status of F&B department at
Risemount Premier Resort.
Pointing out the strengths and weaknesses in serviec’s quality
Proposing some strategies to attract customers for F&B department

3. Scope of the Study
This study will reveal the entire situation of the F&B departments at
Risemount Premier Resort after a period of internship and study. As a result,
the emphasis will be on developing strategies to draw visitors to the
department during periods of economic hardship caused by the Covid-19
epidemic.

4. Method of the Study
To do this research I have spent a long time creating it. This study uses a
combination of research methods. To begin, I used searching methods to
collect data from various sources such as the internet, books, and researchrelated projects. Second, list descriptions of relevant information are given by
the actual survey process. Finally, I use analytical methods to clarify the
problem and recommend attraction strategies.
5. Organization of the Study
•

The case study consists of five chapters :
Chapter 1 is mainly concerned with aims, objectives, the scope of the study,

•

method of the study, and organization of the study
Chapter 2 present the theoretical background on tourists and hotel business.

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•

Chapter 3 describes this case study in general and detail such as

•

organizational structure, operational status of research object.
Chapter 4 focuses on analytical research and the evaluation of research
objects. Indicates the strengths and weaknesses of the FB department. Then

•

propose solutions to attract tourists.
Chapter 5 summarizes the analysis and provides recommendations for the FB
department at Risemount Premier Resort. At the same time, it was suggested
to enhance the foreign language department's advanced learning and
conclusion.

CHAPTER 2 : THEORETICAL BACKGROUND

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2.1. Resort

2.1.1. Definition of Resort
The resort is any place or places with a pleasant environment and atmosphere
conducive to comfort, healthful relaxation and rest, offering food, sleeping
accommodation and recreational facilities to the public for a fee (definition
per DOT Rules on Accreditation).
Based on information from resort executives and experts, the following is an
appropriate definition for the term resort as it relates to lodging:
A resort is a full-service hotel establishment that requires access to or
provides a variety of attractions and entertainment facilities in order to
emphasize a recreational experience. Resorts are the main source of the visitor
experience, often provide corporate or conference facilities, and are often
situated in vacation-oriented environments.
2.1.2. Classification of Resort
Based on the characteristics of the structure, location, organizational
•

structure,etc. Resort is divided into the following types :
The resorts are divided into categories based on their intent and location.
Based on the location of the resort, we will have Beach Resort (Beach
Resort), Ski Resort (Ski Resort), Golf Resort, Spa Resort (Resort is famous
for Spa), Lake Resort (Resort by the lake), etc. This is also the form that the
majority of customers and industry insiders often hear the name. In Vietnam,
because of the specific terrain with a long coastline, most of the resorts
located along the coast are beach resorts.

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Banyan Tree Lang Co, Hue

Sam Tuyen Lam Golf & Resort Da Lat
•

Classified according to the resort's position in relation to the primary target.
We'll look at both destination and non-destination resorts here.
Destination resorts are resorts situated in well-known tourist destinations
around the world, where tourists are drawn to travel thousands of kilometers
to arrive and stay in a resort there. The average duration of stay is
approximately ten days. We can include resorts in well-known beach
destinations such as Morocco, the Maldives, and Phuket, as well as resorts in
well-known ski destinations such as Whistler Blackcomb, Zermatt, and St.
Mortiz. Non-destination resorts are not well-known tourist destinations and
are located about 4 hours from major cities (according to the average speed in
the world, about 400km). In Vietnam, we can think of resorts in Vung Tau,
Phan Thiet, Mui Ne, Can Tho compared to HCM city. In contrast to Hanoi,
Sapa, Ninh Binh, Quang Binh, etc.
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Classified by time of operation
While this is a less common classification, it has been commonly used.
Most people think of resorts as hotels that are open all year, but many resorts
are only open for a few months, so they are known as Summer Resorts and
Winter Resorts.
Summer Resort is mostly only popular in the North American market
where these resorts are open from National Day of America to Labor Day of
America. Winter Resort is popular in famous ski destinations in the world,
serving visitors wishing to ski on long winter holidays. However, due to the
increasing demand for tourism, as well as perhaps due to the warming
climate, both types are transformed and become a Year-Round Resort as you
know now. You can check out Avoriaz Portes du Soleil Resort in France,
which is one of the winter resorts located in the famous Alps, but in the
summer they serve as a summer resort when organizing hiking activities,
biking.

Avoriaz Ski Resort, France
2.1.3. Feature of the resort


Large space and close to nature

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Most modern resorts are developed near beaches or mountainous areas
with extremely spacious spaces, wide areas with complete garden facilities,
swimming pools, entertainment areas, and other offerings to meet the needs of
tourists in a peaceful setting. Furthermore, the new resort design style is in
harmony with nature, creating an airy, spacious, tidy, and beautiful space
while maintaining comfort and convenience for visitors. Guests will be able to
feel, appreciate, and mingle with nature in the most relaxed and wonderful
way possible.


The unique architecture of Resort

The resort architecture is frequently planned and constructed in long
blocks or may include separate individual villas. Currently, resort architecture
is expanding and following the direction of building in the style of a story
building and separated from one another with the use of a variety of materials
such as wood, bamboo, and other natural materials, enabling everyone to feel
extremely close to nature.
The resorts' distinctive architectural space is seen not only in the
arrangement of rooms and services, but also in the construction and interior

design. With synchronized architecture, unique and fancy design and layout
concepts, and a harmonious mix of blocks to stay at as well as popular
populations such as vacation homes and stunning natural scenery. brings its
own specific sign that can only be found in resorts.


Associated with local characteristics

The design concept combined with the local characteristics to create the
attraction for each resort is the distinction and characteristic of the resort
models. Typically, the Topas Ecolodge Resort in Sapa is built to resemble the
stilt

houses

of

the

Northwestern

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people,

with

palm-roof

granite

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accommodation houses and evenly decorated furniture. Bamboo, rattan,
ceramics, and other materials are used.
Currently, in Vietnam, with the diversity and cultural diversity of regions,
investors have got new and breakthrough ideas for our resort designs.
However, no matter how creative or unique you are, you must completely
meet and satisfy the requirements of popularization, which include a need to
immerse yourself in the natural surroundings of resort guests.


Mainly serving well – off customers

Unlike other normal resort types, the resort is known as the main
accommodation model to cater to tourists with economic conditions and high
affordability for high-end services. Since the resort caters to all of a
customer's needs from A to Z, the room rate for a night's stay is also much
higher than other types of hotels. The lowest price for one night at Amanoi
Ninh Thuan Resort is about 14 million dong, while the highest is nearly 100
million dong. This is a very high, opulent price that only those in good
financial standing can afford to pay while on holiday.


The level of service at the resort is up to international standards.

The majority of resorts in Vietnam today operate as a joint venture under
the management and control of large multinational companies and businesses,
with 100 percent investment, capital commitment, and activity. Because of the
strict and structured management of foreign companies, the resorts'
management method and service quality are rated as meeting international
standards, with strict and consistent requirements on costumes, how to accept
customers, service procedures, and so on.
Due to the strict and systematic management of foreign corporations, the
staff at the resorts must also be carefully selected and have high requirements
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in appearance and knowledge. Professional skills ensure the purpose of
bringing the best quality for all customers to stay and experience.


2.1.4. Potential customers of the resort
Successful businessman - the most potential customer of the resort
The resort business model is one of the most expensive hotel-tourism

business models. As a result, prosperous businessmen who visit the resorts are
still interested and become potential customers. Since successful people also
live a life of enjoyment, they are in good health and choose to live a
comfortable and luxurious lifestyle.
And now, resorts have become a perfect place for them to fulfill their
dreams, creating a wonderful paradise to help them escape the stresses of life.
There are resort activities, entertainment, food services, beauty, and other
services to help tourists satisfy their full variety of needs.
 Customers love traveling and relaxation
Resorts are known for being located in locations far from the city center,
with good climatic conditions and a beautiful climate. As a result, resorts are
regarded as a resort paradise, a place where everybody can enjoy their lives in
peace and comfort. For those who love to travel and are passionate about
relaxation, this will definitely be a great choice, the most perfect harmony in
nature, enjoying a vacation, a comfortable and luxurious life, brings an
interesting and unique experience. Accordingly, this is one of the potential
clients that these resorts are actually targeting.
 Customers are investors
Besides successful businessmen, resort-loving tourists, investors are also a
very attractive target for these resorts. Benefit is the most important draw in
industry for investors. The resort sector becomes a lucrative "bait" that they
are very interested in, particularly in the context of the strong growth of the
tourism industry, especially in the real estate segment. This is an object in

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which there is a great need to consider the potentials for investing and
delivering high profits to the resort industry.
2.2. Restaurant
2.2.1. The concept of restaurant
Restaurant is the place to process and serve dishes and drinks to
customers on the spot to gain economic profits. A restaurant can serve many
different types of customers or sometimes only a certain group of customers.
The operation form of the restaurant is also extremely diverse with separate
themes, dishes and drinks. Restaurants are an important part of the F&B
industry.
Restaurant business is the activities of processing food, selling and
serving the consumption of food and beverages and providing other services
to satisfy the eating and entertainment needs of the restaurants. of the hotel for
the purpose of profitability.
2.2.2. Classification of restaurant
Classifying restaurants is the first necessary job to help define the target
customers to exploit the restaurant business effectively.
In fact today in Vietnam, people often use the following criteria as a basis
for classifying restaurants :


Classified according to the menu
Based on typical dishes in the cuisine of a country, region and continent to
distinguish into different restaurants such as French restaurant, Vietnamese

restaurant, Italian restaurant, European restaurant, Asian restaurant, etc This is



easy to see and most commonly used classification.
Classified by scale

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This type of classification is usually the only relative, sometimes it is
difficult to determine which category the service facility belongs to. They are
-



often divided into :
The small restaurant is a restaurant with a size of fewer than 50 seats
The medium restaurant is a restaurant with a size from over 50 seats to 150
seats
The large restaurant is a restaurant with a size of more than 150 seats.
Classified by service quality:

While service quality is a qualitative factor, the quality of service is often
heavily influenced by the subjective assessments of customers. Therefore, this

-

indicator is just relative.
The affordable restaurant is a restaurant with modest quality, average price,

-

and limited service types.
The standard restaurant is a restaurant with a quality meeting certain
standards, types of services, eating and drinking products are relatively
diverse, priced higher than average restaurants, focusing on the average

-

number of customers.
The luxury restaurant is a type of restaurant with high quality, diversified and
diversified types of services, high prices to meet high-class customers in


-

society. This type of restaurant is often found in high-end hotels.
Classified by form of service
The chosen restaurant is a type of restaurant with a very diverse menu with
many dishes and drinks suitable for the choice of customers, and the service

-

staff is often relatively skilled.
A Cap-rate restaurant is a type of restaurant that serves pre-ordered meals.

-

Prices and predetermined menus, services are usually groups and groups.
The self-service restaurant is a type of restaurant where customers can choose

-

hot and cold dishes and drinks with fixed prices for all types of customers.
The coffee shop with food service is one that serves coffee, snacks, quickservice, usually ready-made food.

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Fast food restaurant is a type of restaurant serving the needs of fast food
according to industrial habits, popular in shopping centers and big cities,

-



similar to coffee shops serving food.
Banquet restaurant is a restaurant serving various types of parties such as
summation conferences, weddings, parties, etc
Classified by association
Depending on where the affiliated restaurant operates, we will classify
them into restaurants in hotels, restaurants in shopping malls, chain



restaurants, etc with individual restaurants.
Classified by form of ownership
This is a form of classification that is rarely seen in our country. It is
mainly for investors, restaurant business expertise used to classify into private
restaurants, state restaurants, joint venture restaurants, joint-stock restaurants,
etc.
2.2.3. Features of restaurant in the resort
The restaurant in the resort is a business division serving the needs of
eating and drinking at the hotel, serving mainly: tourists, conference guests,
guests staying at the hotel, serving weddings and birthday, party, ...
Restaurant business products include 2 types:

•
•

Homemade products: self-made by the restaurant
Goods sold: alcohol, mineral water, confectionery, ...

The restaurant in the resort serves guests from 6 Am to 24 hours daily,
with a service area 24/24h
At the restaurant in the resort, manual workers are mainly but with
professional qualifications and skills, especially the processing department.
The revenue of the restaurant depends on the dining needs of customers,
of each meal, so the revenue is not uniform but there is a difference over the
months.
2.2.4. The role of restaurant in the resort

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•

The restaurant is an integral part of the resort. It is difficult to operate

•
•

smoothly, complete and efficiently without the restaurant.
Meeting the dining needs of customers at the resort
Expanding friendly relations and cooperation, tighten solidarity between

•

nations and peoples in all parts of the country and around the world.
Creating opportunities to learn about the culture, community life, and find

•

new friends
Create jobs for employees, create a unique mark for the hotel, attract and

•

satisfy the culinary needs of visitors
Generate revenue that contributes to the total monthly revenue for the hotel
2.2.5. Function of the restaurant in the Resort
The main function of the restaurant in the hotel is to trade food and
beverages and serve the dining needs of customers at the hotel. This is an
activity that has an indispensable role in the hotel business, ensuring optimal
satisfaction of today's urgent needs of tourists, that is not only "eat well dress warmly" but "eat well - dress well ".
In addition, a number of restaurants are also responsible for dining for
staff at the hotel and provide additional services such as organizing banquets,
buffet for seminars, party organization at the request of guests, etc.
2.3. Customers
2.3.1. Definition, classification, consumer features of the customers
2.3.1.1. Definition of customer
Customers are individuals or organizations to which the business is
directing its marketing efforts. They are the ones who have the power to make
purchasing decisions. Customers are those who inherit the characteristics and
quality of products or services.

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2.3.1.2. Classification of customer
In

the

increasingly

competitive

commercial

market

today,

the

development of services and products towards the needs of customers is

increasingly enhanced, to satisfy all customers is an extremely difficult goal
for every business. Therefore, businesses need to figure out directions to
divide customers.
There are five most popular customer groups today :

-

Classified according to buying psychology
Form preference: For customers who are particularly interested in the form,
businesses need to carefully analyze the common interests of this group to

-

develop the most appropriate product.
The expectation of promotion policy: This group of objects, although not
bringing much profit to businesses, is a source of consumption for products
that are in stock, difficult to sell, few people use. This group will pay much

-

attention to prices and promotional services primarily.
Company consulting and service attitude: this is a tough category to attract,
but when it comes to winning the psychology of clients to counsel, it is simple

-

to add benefits to companies.
Like to use and experience the latest products: This group is a group that likes
to follow the latest trends, this is a group that is easy to exploit, businesses
that aim to regularly change products and invest in some new testing products


-

service.
Classified according to the benefits to the business
Loyal customers: this is the group that brings almost over 70% of revenue for
the business. This group of customers needs to extremely trust to use the
business service. There should be special policies in place to retain this group

-

of customers.
Potential customers: this is an audience group that has been using products
and services of the business or maybe just a group of objects preparing to

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become customers of the business. This group will be beneficial in the future
if there are appropriate sales promotion strategies. Thus, special attraction
-

policies should be implemented.
Customers bring small value benefits: this is the group that brings low
revenue for the business. This group mostly focuses on low price and small

-

value goods.
Negative customers: This group of customers includes fastidious buyers,

-

maybe some one-time customers, etc
Classified by age
Under 15 years old: unable to be financially self-sufficient, not having many

-

practical needs, most of them wanting to be met through a representative.
15-22 years old: this is a group of objects that bring quite easy benefits in



buying, selling, using services, products of the business. Since most of this
target group will consist of young people who like to experience product
testing, the requirements for the product, service are not much easy to meet.
And this group will use popular products because finances still depend on the
-

family.

22-50 years old: this is the most interested group among age groups because
this group of customers has knowledge and finance, so they will only focus
on essential products and services. This group targets product pricing, product
quality and accompanying care services. This is the age group that brings a lot

-

of revenue to the business due to the high demand for using products.
50 years old and older: this is a group of customers that can be said to be quite
difficult in buying and selling because this group of product use is carefully
selected. It is necessary to put out a plan to move directly into the mentality of



-

this age group, they will be more important to product quality.
Categorize groups of customers according to actual needs
These are some of the unique needs that affect a customer's buying
decision :
Consideration about distance and place of purchase
Required level, financing available
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Product quality, price, customer care services
Brand, position of the product in the market
Design of the product
Group of random customers
Those are customers who suddenly come to the store, come from
different places, they buy according to their most urgent and convenient
needs. They will leave when there is a more optimal place. This can also be a
group of potential customers if the product and service of the right business
satisfy them.
2.3.1.3. Consumer behavior of customers
Buyer behavior in marketing is influenced by four basic factors such as
psychology, society, culture, and individuals. Grasping these factors helps us
to have a basis to approach and serve customers with the highest efficiency.
The degree of difficulty in the shopping situation determines how well
shoppers understand each person's purchasing conduct as well as the number
of people shopping. This necessity necessitates the marketing planner
devising a strategy for various types of factor classes. The most common
shopping habits include regular shopping, complicated shopping, shopping for
variety, and shopping to ensure the highest level of satisfaction. These
patterns of behavior are focused on a person's level of shopping engagement
as well as the variations in the products they select.
Marketing department of a business must know how to research
perceptions, preferences, desires and behaviors of customers' product
selection and purchase, aiming to target customers. Customer research will
help marketers have a basis for product development, product enhancement,

product pricing, and determination of the method and content of information
that communicates transmission to customers.

STUDENT: TRAN LE THAO QUYEN

CODE: 2320315754