Tap chi Khoa hoc - Cong nghe Thdy sdn So 2/2014
KET QUA NGHIEN CQU DAO TAO SAU DAI HOC
0ANH GIA Sir HAI LONG CUA KHACH HANG VE TOUR DU L|CH BIEN DAO CUA TRUNG TAM DICH VU DU LICH SANEST TOURIST
ASSESSMENT OF CUSTOMER SATISFACTION ABOUT TOURIST ISLAND OF SANEST TOURIST SERVICES CENTERS
Vd Thi ^A" '^''ong', Nguyin Vdn Ngoc^
Ngdy nhan bar 16/7/2013; Ng^y phdn bi^n thdng qua 23/9/2013, Ngay duyet dang; 02/6/2014 TOM TAT
Af«c tieu cua nghien cuu ndy Id ddnh gid su hdi long cua khdch hdng ve tour bien ddo cua Trung tdm dich vu Du lich Sanest Tourist, tir do de xudt nhirng gidi phdp ndng cao mirc do hdi long ciia du khdch vd phdt tnen djch vt^i ndy ngdy cdng hi?u qud han nira. So li^u su dvng trong nghiin ciru dugc thu thdp tir kit qud khdo sdt 317 du khdch vd duoc xir ly bdng phdn mim SPSS Kit qud cho thdy rang co tdm nhdn to tdc dong duang den sv hdi long ctia khdch hdng: tin cdy, ddp ung, ndng luc phuc vu, su ddng cdm, phuang tien hiru hinh, hinh dnh thuang hieu, gid cd cdm nhdnvd tdi nguyen du hch.
Tit khda. su hdi long cua khdch hdng, du Itch biin ddo, Trung ldm dich vu Du lich Sanest Tourist ABSTRACT
This study aims to assess the level of customer satisfaction about tourist island of Sanest Tourist services center, in addition, the study also derive many solutinons in orders lo enhance tourists satisfaction level andfitrthermore. lo develop the services more effectively. The data were collected from 317 respondents and were processed in the statistical software SPSS. The results of thi stixdy show that there are eight factors effect positively to the customer satisfaction: reliability, responsiveness, assurance, empathy, tangible, the image of company brand, perceived price and resource travel
Keywords: satisfaction of customer, tourist island. Sanest Tourist Services Center I. DAT V A N D ^
Vidt Nam cd tiem nang to Idn v§ phdt trien du lich bien, vdi tren 3000 km bd biln, hang ngdn h6n dao Idn nho, hdng loat nhung bai tdm cat trang, nudc trong xanh trai ddi trdn ven bien Vidt Nam da tao nhirng dilu kien thuan lgi eho du lieh biln Vigt Nam phdt trien. NhOng bai bien, vjnh biln cua Vigt Nam dugc du khdch ca the gidi bilt d i n nhu vjnh Hg Long, bai bien €)a Ndng, dgc biet vjnh Nha Trang - mgt trong nhiJng vjnh dgp nhat hdnh tmh [5]. Vdi tiem ndng va Igi the phdt triln du lich, dac biet la du Ijch biln ddo, cimg vdi nen tdng ve lich su va nhdn van tgo cho Nha Trang trd thdnh trung tam chinh trj, kinh t l , vdn hda, du lich ciia tinh Khanh Hda. Ngdy nay. tardc sy xult hi^n cua ngdy cang nhilu cac dan vj kinh doanh sdn phim du ljch bien ddo vdi gia tour cgnh tranh, khi nhu cau ngdy cang dugc ndng cao, moi du khdch ludn dirng tnjdc nhung sy
lya chon sdn pham djeh vu vdi mong mudn cd ehit lugng tot chit dem lai su thoa man cao. Difng trudc thuc te do, vi#c ddnh gia su hdi long ciia khdch hang ve tour du lieh bien dao ciia Trung tam djeh vy Du Ijch Sanest Tourist nham nang cao chit lugng djeh vu d l thoa man toi uu nhu c l u cua khdch hang, ton vinh gia trj ljch sir truyin thing ngdnh nghe Yen sdo Khdnh Hda, quang ba hinh anh thugng hieu va net dac sdc cua thdnh phd Nha Trang d i n vdi du khach la can thilt,
Xult phdt ti> thyc tien, tren ca sd hg thong hoa ly thuyet lien quan den chit iugng dich vy va sy hdi Idng ciia khach hang trong ITnh vye du lieh va thyc tlen tai dan vi, nghien cuu nhim myc tieu xac dinh sy tac dgng eiia eac nhdn td din sy hdi Idng ciia khdch hang nhim de xult nhijng gidi phdp nang cao chit lugng djch vy, dap ung nhu cau ciia du khaeh khi den vdi tour du ijch bien dao ciia Sanest Tourist
' V5 Thl Thu Trang: Cao hoc Qudn tn kinh doanh 2010 - Trudng D^i hpc Nha Trang ' TS. NguySn Van Ngoc: Khoa Kinh te - Tnrcrng Ogi hpc Nha Trang
TRL;ONG OAI HOC NHA TRANG • 195
Tap chi Khoa hoc - Cong nghe Thdy sdn So 2/2014
ddm bao tinh egnh tranh vd higu qua hudng d i n sy phdt triln bin vii'ng eua thuang higu, II. B 6 I TU'Q'NG VA PHU'aNG P H A P NGHIEN Cl>U
1. Dol tu'Q'ng nghi§n ciru
D 6 I tugng nghien euu: sy hdi long cua khdch hdng da sir dyng djch vy tour du l|ch bien ddo cOa Trung tam djeh vy Du Itch Sanest Tourist.
2. Dir lieu va phirvng phdp nghien ciru 2.1. DCrli^u nght§n cim
DOI tugng khao sdt Id du khdch trong nudc da sif dyng djch vy tour du lich biln dao cua Tnjng tdm djch vy Du Ijch Sanest Tourist.
Viec thu thgp thdng tin cdc cau hdi duge thyc hi§n trong thdi gian tif ngdy 30/08/2012 d i n 31/12/2012 vdi tong s l m i u dugc phdt ra id 330 miu, s l mau thu ve dugc Id 330 miu, so mau tra idi khflng hgp 1$ id 13 mau, so mau thuc hign nghien cuu id 317 m i u .
Bang 1. Thong k§ m i u nghien cuu O^c dl6m
G i a i l i n h
D p t u o i
H o c v a n
N g h e n g h i e p
T i n h t r g n g hSn n h a n
T h u n h a p b i n h q u d n
DiSn giai N a m N i r
T o n g c p n g T i r 18 d e n 3 0 TCr 3 1 d e n 4 0 TCr 4 1 d e n 5 0 TCr 51 d e n 6 0 TCr 6 0 t r o l e n
T o n g c d n g P h o t h o n g T r u n g c a p , c a o d a n g D a i h o c T r e n d a i h o c
T o n g c o n g H o c s i n h , s i n h v i e n C o n g n h a n C o n g c h u c v i e n chCrc K h a c
T o n g c p n g C o gia d i n h D 6 c t h a n K h a c
T o n g c o n g D i r a i 3 t r i # u TCr 3 d e n 5 t r i $ u TCr 5 d e n 8 tri§u TCr 8 d e n 10 t r i e u T r e n l O t r i ^ u
T o n g c O n g
S^lirgmg 1 5 5 1 6 2 3 1 7 1 3 5 9 8 5 2 2 2 10 3 1 7 3 4 1 2 9 112 4 2 3 1 7 1 0 7 15 1 2 4 7 1 3 1 7 1 4 1 1 6 4 1 2 3 1 7 6 7 6 1 8 1 6 7 4 1 3 1 7
Ty trpng (%) 4 9 5 1 1 0 0 4 2 . 6 3 0 . 9 16.4 6.9 3.2 1 0 0 10.7 4 0 . 7 3 5 . 3 13.3 1 0 0 33.8 4.7 39.1 2 2 4 1 0 0 4 4 . 5 51.8 3.7 1 0 0 2 1 . 1 19.3 2 5 . 6 2 1 . 1 12.9 1 0 0
196 • TI5UONG DAI HOC NHATRANG
Tap chi Khoa hoc - Cong nghe Thuy sdn So 2/2014
K i t qua bdng 1 cho thay. trong tong s l 317quan sdt dgt yeu c l u cd 155 quan sdt Id nam, chilm 49%/tong mdu vd 162 nir chiem 51 %/tong miu. D l tuli tham gia cua du khdch chii y l u tif 18 d i n 40 tuoi, chiem 73.5%/tlng m i u . Ve trinh dp hoc v l n , diu y l u ciia du khdch cd hpc van tnjng cap, cao dang vd dai hpc chilm 76%/t6ng m i u vdi nghe nghigp chCi yeu la hpc sinh sinh vien, cdng chirc vidn chirc, chilm 72.87%/tong mau. Cd 141 du khach cd gia dinh, chiem 44.5%/t6ng miu, cd 164 du khdch dpc than chilm 51.8%/t6ng mau vdi thu nhgp binh quan tir 3 trieu den tren 10 trigu vdi ty i§ chia d i u . 2.2. Phirang ph^p nghien ctJu
Phugng phdp nghien ciPu djnh tinh Id bude nghien cuu sg bg dung ky thugt thao luan nhom vd phong van thu nhung khdch hang dd tifng su dgng djch vy, Myc dich nham dieu chinh vd bo sung thang do cac yeu to anh hudng d i n sy hdi iflng ciia khdeh hang khi den vdi tour du ijch bien dao ciia Sanest Tourist, thyc hign xdy dyng md hinh nghien euu chinh thire va cac gia thuyet nghien ciru.
Phuang phdp nghien cdu dmh lugng Id budc nghien ciru ehinh thue duge thyc hien thdng qua vi|c phat bang cau hdi dilu tra nhirng khdch hang da sl> dyng tour du Ijch bien ddo ciia Sanest Tourist tgi thanh pho Nha Trang. Dtr ligu thu thdp se dugc xir iy bdng phin mem SPSS 16.0 de kiem
^nh thang do tiang hg so tin cgy Cronbach alpha, phugng phdp phan tich nhdn to khdm pha EFA (Exploratory Factor Analysis), phan tfch hoi quy va phan tfch ANOVA.
3. Cff s d ly thuyet vd mo hinh nghien CIFU 3.1.Cascrly0iuyet
v l khdl niem du ljch va khach du ljch, theo i^eu 4 Luat Du lich Viet Nam nam 2005 thi "Du ijch id cac hogt dpng cd lifin quan d i n chuyin di cua con
ngudi ngodi nai cu tnJ thudng xuyen eua minh nhdm dap Crng nhu c l u tham quan, tim hilu, giai trf, nghi dudng trong m$t khoang thdi gian nhat djnh",
"Khdch du Ijch Id ngudi di du Ijch hoae ket hgp di du ljch, trif trudng hpp di hpc, lam vific hoac hdnh nghi d l nhgn thu nhdp d nai den", "Sdn pham du Ijch la tgp hgp cac d[Ch vy c i n thilt d l thfla man nhu c l u ciia khdch du Ijch trong ehuyin di du Ijch" [8]. Bfin cgnh do, du ljch biln dao Id logi hinh du ijch dya vdo thien nhien diln ra trong cac vung ed tiem nang ve bien ddo hudng tdi thfla man nhu eau cua con ngudi ve vui chgl gidi trf, nghi duang, tham quan, tam biln, nghien CLPU,... k i t hgp vgi van hoa bdn dja gdn vdi giao dye mdi trudng, cd sy dong gdp ciia bdo ton vd phdt trien b i n vdng cua eflng dong i^a phugng. Tuy nhien, du ijch biln ddo Id loai hinh du Ijch sinh thdi, ch|u dnh hudng r i t idn ciia sy biln dpng ciia ty nhifin nhu khf hdu, thity trieu nen mang tinh thdi vy rat cao.
Ve khai mem sy hai long, theo ZeithamI vd Bitner (2000), su hdi Iflng ciia khach hang Id sy danh gid ciia khdch hdng v l mflt san pham hay mpt djch vy da dap irng dugc nhu cau vd mong dgi cua hp [11]. Theo Parasuraman vagcs (1988), cd nam nhdn to anh hudng den sy hai Idng cua khach hang, gom Tin cgy (Reliability), Ddp irng (Responsiveness), Nang lyc phyc vy (Assurance), Dong cdm (Empathy), Phugng tifin hiru hinh (Tangible) [10].
3.2. Mo hinh nghien cim
Mfl hinh nghifin ciru duac xdy dyng dua trfin eg sd 1^ thuylt v l sy hdi iflng khach hdng ciia Parasuraman vd cs (1988) [10], can CLP vao tinh h'inh thyc te tgi dgn vj va dya vao ket qua mpt so cdc nghien cuu trudc cd lien quan dfin Unh vyc du Ijch nhu Trugng Quoe Dung [1], Nguyfin Hong Giang [2], Nguyfin Vuang [4],
NiMH A N H THU'ONG HIEU
NANG Lyc PHUC vy
sy D C N G CAM
PHyONG T I E N HU'U H I N H
GIA CA CAM NHAN
Hinh 1. Mo binh ngbien cihi Hk xuai
TRUONG DAI HOC NHA TRANG • 197
Tap chi Khoa hoc - Cong nghe Thdy sdn So 2/2014
Md hinh nghien cuu (hinh 1) dua ra vdi bdythdnh phin g i m Tin c$y, Dap irng, Ndng lye phye vy, Sy dong cdm, Phuang tifin hiru hinh, Gid cd cam nhdn, rifing thdnh phin Hinh dnh thuang higu dugc b l sung vdo mfl hinh can cu tren dleu kifin thyc t l cua dan vi [8], Cac gia thuyet ciia mfl hinh cy the nhu sau:
(1) Tin c§y: dugc do bdng bin biln quan sat tir TC-1 d i n TC-4. Gia thuyet H I : Cfl moi quan hg dygng giua y l u t l tin cdy vd sy hdi Iflng cOa khdch hdng v l tour bien ddo cua Sanest Tourist;
(2) Odp irng: dugc do bing mudi mpt bien quan sdt tir DU-1 den DU-11. Gia thuyet H2: Cd moi quan hfi duang giua y l u t l ddp irng vd sy hdi Iflng ciia khach hdng v l tour biln dao ciia Sanest Tourist, (3) Ndng lyc phgc vy: duge do bang sdu bien quan sat tir NL-1 d i n NL-6. Gia thuyet H3: Co moi quan hfi duang giu'a yeu to ndng lyc phuc vy vd sy hdi Iflng ciia khdch hdng ve tour bien ddo ciia Sanest Tourist,
(4) Sy dong cam: dugc do bdng bon bien quan sdt tif DC-1 din DC-4. Gid thuylt H4: Co Bang 2. Ket qua phan
mli quan hfi duang giira y l u t6 dong cam vd sy hdi Iflng ciia khdch hdng v l tour biln dao aja Sanest Tourist;
(5) Phuang tifin hiru hinh: dugc do bang tam biln quan sdt tif PT-1 d i n PT-8. Gid thuyet H5: C6 m l i quan h§ duang giij'a y l u t l phuang tien huu hinh vd sy hdi Idng cda khdch hang ve tour bien dao ciia Sanest Tourist;
(6) Gid cd cdm nhdn: dugc do bang bin biln quan sdt tir GC-1 d i n GC-4. Gid thuylt H6: Co moi quan hfi dygng giOa y l u to hinh dnh thuang higu vd sy hdi Idng ciia khdch hdng ve tour biln dao cCia Sanest Tourist;
(7) Hinh dnh thuang higu: dugc do bang bon biln quan sdt tif TH-1 den TH-4. Gia thuyet H7: Co mli quan hfi duang giua y l u to gia ca cam nhgn va sy hdi Iflng eua khdeh hdng ve tour bien dao cOa Sanest Tourist.
III. K E T Q U A N G H I D N CU'U VA T H A O L U A N K i t qud phdn tich Cronbach's Alpha duge trinh bay trong bdng 2.
tich Cronbach's Alpha STT
1 2 3 4 5 6 7 8
Ky hlfu TC DU NL DC PT GC TH HL
Ntian to Tin c^y D^p i^ng Nang ILPC phuc vij Dong cam Phirang tien hiru hinh Gi^ c§ cam nhan Hinh Snh thirang hieu S^ hdi long cOa khach hang
Chi ei b i o TC-1 — T C ^ DU-1 ~.DU-11 NL-1-.NL-6 DC-1 — DC-4
PT-1 — PT-8 GC-1 — GC-4 TH-1^THJt HL-1 -^ HL-3
H^s6 Cronbacti's Alptia 0,744 0,788 0,828 0,685 0,783 0,652 0,788 0,871
Ketiuin Dat do tin cay Dat dp tin cay Dat dS tin c|y Dat d6 tin c^y Dat dp tin cay Dgt do tin cay Dat dp tin c|iy Dat dp t n c0y Tu bdng 2 cho thiy hfi so Cnanbaeh's Alpha eua
cae thang do deu Idn han 0,60 va cac bien deu cd he s l tuang quan bien - tong Idn han 0,30. Nhu vgy, khdng cd biln quan sat bj loai bd khoi thang do, cdc bien eua cde thang do deu phu hgp va dgt dugc dp tin cgy vd se dugc kilm dmh tilp theo bdng phuang phdp phan tich nhan to EFA.
K i t qud phdn tieh nhdn to kham pha EFA sau khi logi tdm bien khflng dgt yfiu cau bao gom PT-2, PT-8, DU-5, TC-1, DU-4 (lan 1) va PT-6, PT-5, DU-7 (lln 2) eho thay hg so KMO la 0,864 thoa dieu kign 0,5 < KMO < 1 vdi mirc y nghTa la 0.000 trong kilm djnh Bariett's (Sig < 0,05), Cfl tam nhdn to trich Igi tgi Eigenvalue id 1,151 > 1 vdting phugng sai trich duge la 56,632%. Nhu vgy, vific phan tieh nhan t l Id thich hgp vdi dir lifiu va cac biln tuang quan vdi nhau trong tong t h l Tat ca cdc chi bao diu cfl Factor loading > 0,5 va cdc biln quan sat dugc
gom Igi thdnh tdm nhdn to vdi 33 biln quan sat, trong dd cfl m|t nhdn t l mdi dugc dat tfin la tai nguyen du hch bao gom cde bien quan sat DU-1, DU-2. DU-8, DU-9 vd DU-11 duge taeh ra tir nhdn to ddp irng.
Tir k i t qud phdn tich EFA, tren phin mlm SPSS thyc hifin quy udc tam nhan to dugc mt trich theo trinh ty nhu sau: FLI (NL - Nang lye phyc vy vdi sdu biln quan sdt tCr NL-1 den NL-6), FL2 (TH - Hinh anh thuang hifiu vdi bin biln quan sat tif TH-1 din TH-4), FL3 (DU - Tdi nguyen du Ijch vdi ndm biln quan sdt gdm DU-1, DU-2, DU-8, DU-9, DU-11), FL4 (PT - Phugng tifin huu hinh vdi bon bien quan sdt gom PT-1, PT-3, PT-4, PT-7), FL5 (TC - Tin c0y vdi ba biln quan sdt \ir TC-2 din TC-4), FL6 (GC - Gid cd cdm nhan vdi bdn biln quan sdt td GC-1 den GC-4), FL7 (DC - Ddng cam vdi 4 biln quan sdt tii- DC-1 din DC-4), FL8 (DU - Dap ung vdi
198 • TRUONG OAI HOC NHA TRANG
Tap chi Khoa hoc - Cong nghe Thuy sdn So 2/2014
ba biln quan sdt g i m DU-3, DU-6, DU-10) vd FP(HL - Sy hdi Idng cua khdch hdng vdi ba bien quan sdt tlf HL-1 d i n HL-3). Trfin ea sd sir dyng kit qud ciia phdn tich nhdn to khdm phd EFA (cdc biln d$c ldp da duge chuan hda) tien hdnh phdn tieh tuang quan vd h l i quy nhu sau:
Kit qua phdn tich tuang quan Pearson cho thay hg s6 tugng quan giua Sy hdi iflng cua khdch hang vdi chinh nd Id 1, giua Sy hdi Idng vdi Ndng lyc phyc vy la 0,256, vdi Hinh dnh thuang hifiu Bang 3. Ket qua hoi quy 5U> dyng
Id 0,349, vdi Tai nguyfin du hch la 0,218, vdi Phuang tign hu'u hinh Id 0,268, vdi Tin cgy la 0,263, vdi Gid cd cdm nh$n Id 0,510, vdi Ding cam Id 0,275, vdi Kha nang dap i>ng Id 0,194. Qua dfl, cho thay ring hfi so tuang quan giira bien Gid cd cdm nhan vd Sy hdi Idng cua khdch hdng Id duang vd cao nhit, Chung td giiia hai y l u to ndy cd moi lien hg thudn khd ehat.
K i t qud phan tfeh hoi quy theo phuang phdp Backward dugc trinh bdy trong bang 3 vd 4.
phuvyng phdp Backward cua md hinh
Miu 1
H#sdR 0,685a
H$sdR2 0,749
R2 hi^u ctiinti 0,742
Sai sd cliuin ufrc l i F ^ g 0,507
Durbin-Watson 1 865 Bdng 3 cd hfi so xac djnh R^ la 0,749 va hfi s l xac djnh R^ hifiu chlnh id 0,742. Dieu ndy nfli Ifin rdng dfl thfch hgp cua md hinh Id 74,2% hay nfli cdeh khde Id 74,2% dg bien thien cua bien Sy hdi Iflng eua khach hang (FP) duge glai thich chung bdi cac bien trong md hinh. Tri s l thing kfi F duge tinh tif gid trj R^ cd gid tri sig. rdt nhfl (sig = 0,000) cho thiy sy thich hgp cua md hinh hoi qui tuyen tfnh vdi tgp du hgu phdn tich.
Bang 4. Phan tich hg so hoi quy
Nlian to
1 (Constant) FLI FL2 FL3 FL4 FL5 FL6 FL7 FL8
Hf s6 cliira cliuin lioa B
-4.553E-17 0.266 0,349 0,218 0,268 0,263 0,510 0,275 0,194 a. Dependent Variable: FP
Sal sd chuin 0,029 0,029 0,029 0,029 0,029 0,029 0,029 0,029 0,029
H$ so da chuin lioa Beta
0,256 0,349 0,218 0,268 0,263 0,510 0,275 0,194
T
0,000 8,949 12,226 7,641 9,385 9,196 17,855 9,628 6,789
siB.
1,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000
Thong lie cong tuyen Bo chap nh|n
1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000
VIF
1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000
Hfi so phflng dgi phuang sai VIF trong bang 4 cho thay, md hinh khdng cd hien tugng da eflng tuyin giira cdc biln dflc lap (VIF < 2). Gia tri Sig. cua cdc bien Nang lyc phuc vy (sig = 0,000), Hinh anh thuang hifiu (sig = 0,000), Tdi nguyfin du Ijch (sig = 0,000), Phuang tign huu hinh (sig = 0,000), Tin cdy (sig = 0,000), Gia cd cam nhgn (sig = 0,000), Dong cam (sig = 0,000) vd Ddp irng (sig = 0,000) deu nhd hun 0,05. Do dd ta cd the noi tam nhdn to ndy ed y nghTa thing kfi.
Md hinh cd tdm nhdn t l tdc ddng d i n Sy hdi Iflng cua khdch hdng la FLI (Nang lyc phuc vy cd p = 0,256);
FL2 (Hinh anh thuang hieu ed p = 0,349), FL3 (Tdi nguyfin du ljch cfl p = 0,218), FL4 (Phuang tifin hiJU hinh CO p = 0,268 ), FL5 (Tin cay cd p = 0,263), FL6 (Gia ca cdm nhfin cfl p = 0,510), FL7 (Dong cam cfl p = 0,275), FL8 (Odp ung cd P = 0,194). Phuang trinh hoi quy nhu sau:
FP = 0,510FL6 + 0,349FL2 + 0,275FL7 + 0,268FL4 + 0,263FL5 + 0.256FL1 + 0,218FL3 + 0,194FL8 Ti> k i t qud eho thiy y l u to Gid ed cdm nhdn efl tae dflng mgnh nhat din Sy hai Iflng eua khdch hang, ylu t l Hinh anh thuang hifiu cfl tac dflng manh thir hai vd y l u to Ddp irng cfl tdc dgng thap nhat.
Kit qua phdn tich ANOVA de xfit xem efl sy khac nhau v l su hdi Idng ciia khach hang theo dac diem nhdn cd nhdn cho thay cd sy khac bifit v l mirc dfl hai Idng cua khdch hdng theo dd tuoi, nghe nghiep v^
thu nhdp {do sig < 0,05), cdc dgc dilm ca nhdn khde khdng ed sy khde bifit ve mirc dp hai Iflng cua khdch hang (do sig > 0,05).
TRUONG DAI HOC NHA TRANG • 199
Tap chi Khoa hoc - Cong nghe Thuy sdn So 2/2014
IV. K i T LUAN VA K i t N NGH}
I . K i t lugn
Nghien cuu do ludng su hai Iflng ciia khdch hang ve tour biln dao cua Trung tam djeh vy Du Ijch Sanest Tourist dugc tien hanh vdi 317 mau.
Ve he thong thang do, kit qud nghifin eiru he so Cronbach Alpha vdi bdy thdnh phin ciia thang do chat lugng va thang do sy hdi Iflng deu cfl dg tin cgy ldn han 0,6, Nhu vay, thang do thilt k l cfl 'y nghTa trong thing ke vd dgt hfi so tin edy can thilt.
V l nghien euu phdn tfeh nhan to kham phd EFA vdi 44 bien quan sat thuflc bay thanh phan trong chat lugng va thanh phan thang do hai long eiia khach hang (deu cd hfi so tai nhan to idn han 0,5).
K i t qua phdn tich cho thiy, sau khi loai tdm biln quan sdt bao gom PT-2, PT-8, DU-5, TC-1, DU-4, PT-6, PT-5, DU-7 thi efl 36 biln quan sat trong tam nhan tfl dpe lap dugc rut trfch va mpt nhan to phy thuoc deu dat gia trj yeu cau va co y nghTa trong thong ke,
V l k i t qua kilm dinh mfl hinh 1;? thuylt cho thiy cfl tdm nhdn t l bao gom Nang lyc phuc vy (P = 0,256), Ddp irng (p = 0,194), Tin cay (p = 0,263).
Dong cam (p = 0,275), Phuang tifin hCru hinh (P = 0,268), Gia ea cam nhan (P = 0,510), Hinh anh thuang hieu (P - 0,349), Tai nguyen du ijch (p = 0,218) deu cd tac dpng dugng den sy hdi idng cua khach hang ve tour biln ddo cua Sanest Tourist, trong do Gia ca cam nhan cfl tdc dflng manh nhat, sau dd dfin Hinh anh thuang higu.
So sdnh mirc dfl hai Idng eua khaeh hang theo ddc dllm cd nhdn, dya tren ket qua phan tich phuang sai mpt y l u to (One-Way ANOVA) cd su khac nhau ve mirc dp hai iflng giua dp tuli, nghe nghifip va thu nhgp cua tirng du khdch.
Qua kit qud phan tich, pham vi nghien ciru la du khach ndi dja nen ket qua danh gia chua mang tfnh tong the va do dgc thii tour du ijch biln ddo mang tfnh thdi vy phu thuflc thdi tilt khi hau nen tfnh ehfnh xac cua kit qua thu thap mau chua cao, Ben canh dd, trong bdng cdu hfli khao sat, tae gia ehua thye hifin khao sat dfli vdi du khach quoc te, chua the hifin dugc y djnh quay Igi cua du khach sau khi da sir dung dich vy de danh gid tot han myc Eifiu ciia de tai nghien ciru.
Vdi nhung k i t qud dat dugc, tac gia se xay dung tieu chi cae thang do hoan chfnh va xue tich ban,
chuyin dol bdng edu hoi ra tiing nudc ngodi thdng dyng vd phdt bang dieu tra khao sdt den vdi du khdch se dugc thye hidn tuy theo nhung tnrdng hgp, thdi dllm cy t h l d l mau mang tinh tong t h l vd k i t qud mang tinh thye t l cao. Ben eanh dd, kit qua Id ca sd d l bo sung su dyng trong ede nghien cuu tiep theo doi vdi nhung san phim djch vy eiia don V|, tif dfl cd nhung tham muu vd difnh saeh phu hgp gliip cho dan vj cd nhung danh gia va hoach d]nh chiln lugc phdt trien cOa minh phO hgp vdi tiiyc tien, khang djnh dugc thuang higu gdp phan cho sy phat triln ben vung.
2. Kien nghj
TO k i t qud nghifin ciru vdi tdm thdnh phan tdc dflng d i n su hdi idng ciia khdch hdng, trong do Gia ed cam nhdn cd tae dpng mgnh nhat, yeu to Hinh anh thuang hieu ed tdc dflng manh thu hai. Vdi thyc tien hoat dpng kinh doanh tour bien dao cua Trung tam djch vy Du ljch Sanest Tourist trong thdi gian qua, de nang cao sy hdi Iflng cho du khdch khi den vdi tour biln ddo ciia dan vj, tdc gid d l xult mot so kiln nghj nhu sau:
- Xay dyng ehfnh sdch gid hgp iy, linh hogt doi vdi tifng doi tugng khdeh hang Id ea nhdn, to chuc, gia dinh, dan vj iij' hanh, le tan tai ede khdch san theo tirng thdi diem dam bao eanh tranh, higu qua, - Xay dyng chuang trinh tour vdi da dang logi hinh nhu du ljch nghi dudng, team building, du ijch MICE gan k i t vdi hinh anh vd gia trj van hoa truyen thong eiia nganh nghi yIn sdo Khanh Hoa, khang djnh net dae sac rieng tao igi t h l cgnh tranh bin vifng,
- Sir dyng phuang tifin van chuyin linh hogt ddm bao an todn vd hifin dgi, tilt kiem, xay dyng cde hoat dflng vui chai tren tdu sfli dfing, ldi cuIn, c6 dpi ngu hudng dan vien nang dflng, khea leo nam bat tdm 1^ du khdch tnang suot ehuyen di.
- Dau tu eg sd vat chit khep kfn tir hfi thing nha hang, khu nghi mat, dilm tham quan du lich, md rpng xay dyng he thong Ilng be hdf san trfin cdc ddo CO tilm nang thuflc dan vj quan iy, cin phdt huy han nij'a t h l manh du ljch tai dao Bang Ldn.
- Ndng cao chit lugng nguin nhan lye, c6 ehinh saeh khen thudng, ea hdi thang tien va tgo mfli trudng idm vific nang dpng
- Tfch cue tham gia cdc hdi cha v l du ljch trong nudc vaquocfl,chudpng to chuc cacsy kien gan lien
T^p chi Khoa hgc - Cong nghe Thuy sdn So 2/2014
vdi chQ d l bien dao, tdng eudng cflng tac tilp thj vaquang bd trfin truyen thdng vd bdo chi.
- Xdy dyng van hoa doanh nghifip tgo gid trj cot loi dya trfin Igi ic^ chung vd dugc qudn trigt bdi ngudi qudn 1;^ cao nhit cOa dan vj, tgo sire lan tfla mgnh mfi.
- Bao t i n , bao ve va phdt triln ddn chim y I n tai cae hang ddo trye thudc dan vj qudn ly theo hudng ben vung, thyc hifin cai tao mfli trudng ty nhien cdc vitng dao cfl tilm nang phdt triln du lich, lien k i t tour du ijch bien dao bang Idu biln
vdi cdc tinh duyfin hdi mien Trung nhdm phdt huy t h l mgnh Id dan vi vira lam kinh te b i l n vira bdo vfi an ninh qudc phdng tren cdc viing ddo cua tinh Khanh Hfla.
Bfin cgnh dd, tdc gid kiln nghj vdi cde ea quan ban ngdnh eua Tinh c i n cd chinh sach qudn iy, kilm tra vd xir ly trigt d l cde hoat dflng khai thde du l|Ch bien dao tren vinh Nha Trang Idm anh hudng den an toan cua du khdch, cde logi hinh khai thde du ijch dnh hudng den moi tardng sinh thdi bien ddo vd hinh anh du Ijch eua thanh pho Nha Trang.
TAI LIEU THAM KHAO Tieng Vt^l
1 LiruThanhDircHai, Nguyen Hong Giang, 2011. Phan tich cac nhan lo anh huong d ^ sy liii long cua du khach khi iJ6n du lich 6 Kien Giang. Tap chi Khoa hpc. Dai hgc CSn Tho.
2 Dinh Cong Thanii, Pham Le Hong Nhung, Tnnmg Qu6c Dung, 2011. Danh gia miic dg hai long cua khach ngi dia d6i vcti du lich tinh Soc Trang Tap chi Khoa hpc. Dai hgc Cin Tho.
3. Nguyan Dinh Thp va Nguyen Thi Mai Trang, 2003 Nghien cuu khoa hgc Marketmg NXB Dai hgc Qudc gia Tp. H6 Chi Minh.
4. Nguyin Vuong, 2012. Nghi6n cuu su hai long ciia du khach npi dja khi dSn du Ijch a Phii Qu6c. Luan vSn Thac sy Kinh tl Truong Djii hgc Nha Trang,
5. Moi tnrdng du l}ch Vifit Nam http://www,moitniongduiich.vn/index.php?itcmid= 1166
6. C6ng thong tin dicn tii Khanh Hoa: http://www.khanhhoa.govvn/Default.aspx?ATticleId=F6ID2391-F5MlE0-BC0B- D257304E3BEC.
7. Cong ty Yen sao Khanh H6a http://www.yensaokhanlihoa.com vn
8. Qu6c h$i nudc CHXHCN V\^l Nam, 2005. LuSt Du ljch s6 44/2005/QHll ngay 14 06 2005, co hi?u luc ngay 0L01.2006.
TtSngAnh
9 Parasuraman, A., ZeithamI, V.A. & Berry, L. L., 1985. Aconcqitual model of service quality and its implications for fiiUue research. Journal of Maketing, 49 (fall): 41-50.
10. Parasuraman, A., ZeithamI, V.A. & Berry, L. L., 1988. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64 (1) 12-40.
1. ZeithamI, V,A, & M.J, Bitner, 2000. Services marketmg. Boston: McGraw-Hill.
TRUONG OAI HOC NHA TRANG • 201
