Cac nhan to anh hifdng t6i sir sin sang tra them doi v6i
diem den du lich Dat mui Ca Mau
HA VAN SdN*
v o VAN DA**
Tom tat
Nghien cdu sddung md hinh tdi sdn thuang hieu theo nhdn thdc khdch hdng (CBBE - Customer Based Brand Equity) cho diem de'n du lich do Pike vd cgng sU (2010) di xudt, cung nhu tham khdo cdc md hinh trong vd ngodi nUdc de phdn tich cdc nhdn td dnh hudng den sU sdn long trd them. Ke't qud nghien cdu cho thdy, cdc nhdn td'Hinh dnh thuang hieu; Chdt lugng thuang hieu; vd Ldng trung thdnh thuang hieu cd y nghia ddi vdi sit sdn long trd them. Trong do, Ldng trung thdnh thuang hieu Id nhdn to dnh hudng nhiiu nhdt.
Ttf khoa: tdi sdn thuang hieu, diem de'n du lich, du lich ddt mui, thuang hieu du lich Summary
The research uses the CBBE (Customer-Based Brand Equity) model for the tourism destination proposed by Pike et al. (2010), as well as consults domestic and foreign models to analyze the factors affecting the willingness to pay extra. Research results show that Brand image; Brand quality; and Brand loyalty are significant to the willingness to pay extra. In particular, Brand loyalty is the most influential factor.
Keywords: brand equity, tourism destination, Dat Mui tourism, tourism brand
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GIOI THIEU Da't Mui Ca Mau la vung da't tan cung Td qudc cd nhieu tiem nang phat trien du lich, nhffng chffa dffdc Tai hoi thao Xay dffng Chie'n Iffdc khai thac. Viec tim hieu cau tnic ciia tai san thffdng hieu Phat trien thffdng hieu du lich Viet Nam (TSTH) diem den du lich trong nhan thffc cua khach du de^n nam 2025, dinh hffdng de^n nam lich, tff dd thifc hien cac chien Iffdc thu hut khach, gia 2030 (td chffc ngay 16/04/2016), Phd tang gia tri diem den Da't Mui Ca Mau trong ban dd du Tdng cue trffdng Tdng cue Du lich Viet lich viing va dia phffdng ciia Viet Nam la rat can thie't.
Nam, Ha Van Sieu da nhan manh tam
quan trong ciia thffdng hieu du lich dd'i CO S6 LY THUYET VA PHU'ONG PHAP vdi viec nang cao kha nang canh tranh NGHIEN CUU
ciia du lich Viet Nam, dac biet trong
bd'i canh hoi nhap va canh tranh toan Cosdly thuyet
cau. Cung tai Hdi thao, nhieu chuyen Theo diem 7, Dieu 3, Luat Du lich nam 2017, diem gia cho rang, de phat trien du lich Viet du lich la ndi cd tai nguyen du lich dffdc dau tff, khai Nam, van de cap bach hien nay la cae thac phue vu khach du lich.
bo, nganh, dia phffdng, doanh nghiep Gartner, W. C. (1993) cho rang, cd sff khac biet du lich va cong ddng cac khu du lieh ldn giffa cac diem de^n du lich va cac san pham thdng can phat trien thffdng hieu du lich tren thffdng la ye^u td trai nghiem. San pham thdng thffdng 4 cap dp, gdm: thffdng hieu diem de'n (chffc nang) la vat chat cd the nhin tha'y va cam nhan.
du lich qud'c gia; thffdng hieu diem den Chiing cd cac tinh nang hihi hinh cd the xac dinh va do du lich viing va dia phffdng; thffdng hieu Iffdng dinh Iffdng, riii ro tffdng dd'i tha'p khi quyet dinh doanh nghiep; va thffdng hieu san pham mua. Tuy nhien, chi phi du lich khdng phai la tha'p va (Hffdng Le, 2016). khach du lich chap nhan rui ro khi ho quye't dinh cd
*TS., **ThS., TrUdng Dai hoc Kinh te TP. Ho Chi Minh I Email: [email protected] Email: [email protected]
Ngdy nhdn bdi: 05/10/2018; Ngdy phdn bien: 30/10/2018; Ngdy duyet ddng: 15/11/2018
Economy and Forecast Review I O
HINH: Md HINH NGHIEN CCfU DE X U A T Noi bat thirong hieu
Hinh ^nh thinmg hifu
Trung thanh thinrng hifu
Chat lu^'ng thmrng hieu
Su- sin long tra them
Ngu6n: Nhom tac gia de xuat
mdt chuyen di. Bdi vi, san pham du lich mang tinh trai nghiem va cd ban chat khac nhau theo mdi ngffdi tieu dung nen san pham nay cd it kha nang dff bao, tinh dn dinh, hoac khdng ddi lai dffdc neu ky vong khdng dffdc dap ffng.
Khai niem TSTH bat dau dffdc sff dung rdng rai vao nhffng nam dau ciia thap nien 80 chu ye'u trong gidi kinh doanh. Sau dd, cdng ddng khoa hoc bat dau chap nhan khai niem nay va sff phd bien ciia khai niem TSTH trong mdi trffdng khoa hoc marketing dan dffdc xac dinh rd rang trong xua't ban ciia Aaker, D. A.
(1991, 1996) va Keller, K. L. (1993, 2003).
Nghien cffu cua Christodouhdes va cong sff (2010) da chia 2 each do Iffdng TSTH la theo nhan thffc khach hang (CBBE) va theo quan diem tai chinh (FBBE).
FBBE coi TSTH nhff la mot tai san vd hinh, mot gia tri tai chinh, nhff vay cd it ldi ich cho viec hieu mot diem den du lich. Quan diem do Iffdng TSTH theo CBBE la sff ghi nhan phan ffng cua khach hang vdi mot thffdng hieu, dieu nay la rat can thiet de giiip quan ly ye^u td thffdng hieu tren cd sd hieu khach hang. Cdn, Keller, K.
L. (1993) cho rang, TSTH la sff anh hffdng khac nhau ciia sff hieu biet ve thffdng hieu thdng qua sff phan hdi ciia khach hang dd'i vdi viec tiep thi cua thffdng hieu.
Md hinh CBBE cho diem den du lich do Pike va cdng sff (2010) de xuat cd 4 khia canh, bieu hien bang 4 bien tiem an la: Sif ndi bat ciia thffdng hieu; Hinh anh thffdng hieu; Chat Iffdng thffdng hieu; va Ldng trung thanh thffdng hieu. Sff ndi bat ciia thffdng hieu la nen tang cua he thd'ng phan cap va la sffc manh cua sff hien dien diem den trong tam tri ciia khach hang muc tieu khi mdt bdi canh du lich nha't dinh dffdc xem xet. Hinh anh thffdng hieu dai dien cho nhan thffc ciia du khach gan lien vdi diem den. Chat Iffdng thffdng hieu cd lien quan de^n nhan thffc ve cha't Iffdng ciia cd sd vat chat ha tang ciia mot diem de'n, dich vu khach san va tien nghi khac. Sff trung thanh vdi thffdng hieu the hien mffe do gan bd vdi diem den.
Blackston, M. (1995) cho rang, sff san long tra them dffdc coi la bien phap do Iffdng hffu ich nha't cua TSTH, mdi khia canh ciia TSTH cd tac dong len mffe gia ngffdi tieu dung san sang tra cho thffdng hieu. Do dd, khia canh nao khdng cd tac dong len sff sSn long tra them, thi khdng phai la khia canh do thich hdp cua TSTH xffng dang.
Theo Keller, K. L. (1993), sff ndi bat ve thffdng hieu dffdc phan anh trong kha nang cua khach hang de xac dinh thffdng hieu trong eac hoan canh khac nhau, bao gdm nhan thffe thffdng hieu va y kien thffdng hieu. Trong khi dd, Aaker, D. A.
(1996) cho rang, sff ndi bat thffdng hieu dffdc xem la mot trong nhffng mail chdt quan trong nha't de xay difng thffdng hieu.
Md hinh nghien cdu
Dffa theo md hinh CBBE cho diem den du lich do Pike va cdng sff (2010) de xua't, cung nhff tham khao eac md hinh trong va ngoai nffdc, tac gia de nghi mo hinh nghien cffu nhff Hinh.
Cac gia thuye't cua md hinh nghien cuii:
HJ: Diem ndi bat thffdng hieu cd tac ddng thuan chieu den sif san long fra them.
H^: Hinh anh thffdng hieu cd tac dong thuan chieu de'n sif san long tra them.
H^: Ldng trung thanh vdi thffdng hieu cd tac ddng thuan chieu den sff san long tra them.
H^: Chat Iffdng thffdng hieu ed tac dong tiiuan chieu den sff sSn long tra them.
PhUOng phdp nghien cdu
Tac gia da tie'n hanh khao sat 290 khach du lich trong nffdc dang di du lich tai Da't mui Ca Mau. Mau dffdc chon theo phffdng phap thuan tien. Thdi gian thu thap so' lieu dffdc tien hanh tff thang 05/2017 de'n thang 12/2017. Cac dff li?u sau khi thu thap dffdc lam sach va kiem dinh do tin cay thang do Cronbach's Alpha, phan tich nhan to' kham pha (EFA), phan tich hdi quy. Dff heu difcJc phan tich bang phan mem SPSS 20.0.
KET QUA THAO LUAN
NGHIEN CLfU vA
Ket qud kiem dinh Cronbach's Alpha Ket qua kiem dinh thang do Cronbach's Alpha cho tha'y, ta't ca cac gia tri cua cac thanh phan nghien eiifu deu dat cac yeu cau cua ky thuat nay. Cac gia tri Cronbach's Alpha nam trong khoang tff 0,6-0,9. Cu the, gia tri Cronbach's Alpha cua cac nhan td: Ndi bat thffdng hieu (NBTH); Hinh anh thffdng hieu (HATH); Trung thanh thffdng hieu (TTTH); Chat Iffdng thffdng hieu (CLTH); Sff san long tra them (SLTT) lan Iffdt la 0,64; 0,956; 0,911; 0,865 va 0,604.
Sau bffdc phan tich danh gia do tin cay cua thang do Cronbach's Alpha, tac gia thu dffdc ke't qua hoan chinh gdm 22 bien quan sat, sau khi da loai bd mot bie'n quan sat co he sd tffdng quan bie'n tdng nhd hdn 0,3.
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Kinh te \ a Dif tKinhte vaDifbao
Ket qud phdn tich EFA
Sau khi kiem tra do tin cay cua cac thang do, thffe hien bffdc tie'p theo la phan tich EFA vdi phffdng phap rut trich dffdc chon de phan tieh nhan td 1^ phffdng phap Principal Components vdi phep xoay Varimax. Ke't qua phan tich nhan td dd'i vdi cac bien doe lap cho ke't qua la: he sd KMO = 0,736 (ldn hdn 0,5 va nhd hdn 1) va P-value trong kiem dinh Bartlett's Test nhd hdn 0,01. Nhff vay, cd the ket luan rang, phan tich EFA rat thich hdp.
Ke't qua phan tich Total Variance Explained cho tha'y, tai cae mffe gia tri Eigenvalues ldn hdn 1 va vdi phffdng phap rut trich Principal Components va phep xoay Varimax, phan tich nhan to da trich dffdc 4 nhan td tff 22 bien quan sat, vdi phffdng sai trich la 77,032% (ldn hdn 50%) dat yeu cau. Dd'i vdi phan tich EFA vdi nhan td' phu thudc, he sd KMO = 0,631 (ldn hdn 0,5 va nhd hdn
1) va P-value trong kiem dinh Bartlett's Test nhd hdn 0,01. Nhff vay, cd the ket luan rang, phan tich EFA thich hdp. So' nhdm nhan td' dffdc rut trich ra trong lan phan tich nay la 1 vdi gia tri Eigenvalue la 1,694 va tdng phffdng sai trich la 56,465% (ldn hdn 50%) dat yeu cau.
Ket qud hoi quy
Ke^t qua chay md hinh hdi quy lan 1 (Bang 1) cho tha'y, chi cd 3 bien la Trung thanh (TTTH) cd Sig. = 0,000 <
0,05; Chat Iffdng (CLTH) cd Sig. = 0,003
< 0,05; va Hinh anh (HATH) cd Sig. = 0,017 <0,05 la cd y nghia. Bien Ndi bat thffdng hieu (NBTH) khdng cd y nghia (Sig. = 0,694 > 0,1). Do dd, tac gia loai bien nay ra khdi md hinh va chay phan tich hdi quy lan 2.
Ket qua Bang 3 cho tha'y, gia tri Sig.
= 0,000, nen gia thuyet H^: P; = P^ = P3
= 0 cua kiem dinh F bi bac bd. Dieu nay ciing cd nghia, md hinh hdi quy tuyen tinh boi dffdc xay dffng la phu hdp vdi tap dff lieu va cd the su" dung dffdc cho tdng the. He so' R^ hieu chinh (Adjusted R Square) = 0,125 cd nghia la khoang 12,5% Slf san ldng tra them cd the dffdc giai thich bdi 3 nhan td: Hinh anh thffdng hieu; Trung thanh thffdng hieu; va Chat Iffdng thffdng hieu.
Ket qua phffdng trinh hdi quy dffa vao Bang 4, trong kiem dinh T-test, ta cd the tha'y, gia tri Sig. cua 3 bie'n doc lap deu be hdn 0,05, nen chung cd y nghia thdng ke.
Ke't qua Bang 4 cho tha'y, ca 3 nhan to', gdm: Trung thanh thffdng hieu (TTTH);
BANG 1: KET QUA PHAN TICH MO HINH HOI QUY LAN 1
Md hinh Hang s6' TTTH CLTH HATH NBTH
Hfe s6' chtfa chu^n hoa B
0,000 0,300 0,163 0,133 -0,022
Std. Error 0,055 0,055 0,055 0,055 0,055
H$ sd' chu^n hoa Beta
0,300 0,163 0,133 -0,022
Gia tri t 0,000 5,447 2,955 2,408 -0,394
Sig.
1,000 0,000 0,003 0,017 0,694
BANG 2: KET QUA D A N H GIA SCT PHU HdP CUA MO HINH HOI QUY LAN 2 Model
1
R ,366^
R Square ,134
Adjusted R Square ,125
Std. Error of the Estimate ,93553467 a. Predictors: (Constant), HA REGR factor score 3 for analysis 1, Cl REGR factor score 2 for analysis 1, tt REGR factor score 1 for analysis 1
b. Dependent Variable: y REGR factor score 1 for analysis 2
BANG 3: KET QUA ANOVA CUA MO HINH HOI QUY LAN 2 Model
1
Regression Residual Total
Sum of Squares 38,686 250,314 289,000
df 3 286 289
Mean Square 12,895
,875 F 14,734
Sig.
,000"
a. Dependent Variable: y REGR factor score 1 for analysis 2
b. Predictors: (Constant), HA REGR factor score 3 for analysis 1, Cl REGR factor score 2 for analysis 1, tt REGR factor score 1 for analysis 1
BANG 4: KET QUA PHAN TICH MO HINH HOI QUY LAN 2
Mo hinh Hang so' TTTH CLTH HATH
H$ s6' chifa chu^n hoa B
0,000 0,300 0,163 0,133
Std. Error 0,055 0,055 0,055 0,055
Hf sd' chu^n hoa Beta
0,300 0,163 0,133
Gia tri t 0,000 5,447 2,955 2,408
Sig.
1,000 0,000 0,003 0,017 Ngu6n: Tinh toan cua nhom tac gia
Chat Iffdng thffdng hieu (CLTH); va Hinh anh thffdng hieu (HATH) deu cd tac dong thuan chieu den Sff san ldng tra them. Phffdng trinh hdi quy tuye^n tinh vdi he sdbeta chuan hda cd dang nhff sau:
SLTT = 0,300 TTTH+ 0,163 CLTH + 0,133 HATH Ket qua Bang 4 cung cho tha'y, TTTH la thanh phan cd he sd'hoi quy chuan hda cao nha't (he so'beta chuan hda 0,300; Sig. = 0,000), cd nghia la thanh phan nay cd mffe do tac dong ldn nha't den Sff san long tra them va tac ddng d day la tac dong cung chieu. Vi the, gia thuyet H3 dffdc chap nhan.
Yeu to' tac ddng manh thff hai den sff san ldng tra them la CLTH, vdi he sdbeta chuan hda 0,163; Sig. = 0,003. Do dd, gia thuye^t H^chap nhan. Chat Iffdng d day chinh la chat Iffdng dich vu du lich, la mffe do phil hdp giffa dich vu du lich dffdc cung cap tai dia danh du lich so vdi mong ddi ciia khach du lich. Chang han, khach du lich sd'ng tai mot thanh phd ldn, nhieu khdi bui, do dd ho mud'n tim mot ndi d lang que de den dd thffdng thffc bau khdng khi trong lanh va khi nhu cau
Economy and Forecast Review
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cua ho dffdc dap ffng. Dieu dd cd nghia la dia danh du phan quan trong ciia Tinh. Trffdc day, Uch cd khdng khi trong lanh giup thoa mong ddi ciia mac du diem de'n du lich Da't mui Ca ho, sff san long tra them chi phi cho chuyen di la dieu Mau dffdc dau tff phat trien, nhffng mtfc hoan toan cd the xay ra. do dau tff cho khai thac du lich cdn thap,
Yeu td tac ddng cud'i cung de'n Sff san long tra them vi the chat Iffdng cua dich vu vSn chtfa trong md hinh la HATH, vdi he sd beta chuan hda thda man dffdc nhu cau ciia du khach, 0,133, Sig. = 0,017. Do dd, gia thuyet H, dffdc chap dac biet la du khach qud'c te. Cac san nhan. Dieu nay ed nghia la, diem den du lich Da't Mui pham du lieh, loai hinh phue vu chffa tao Ca Mau tao cam giac gan gui, than thudc dd'i vdi khach dffdc net dac thu. Cu the, rat nhieu khu du lich. Hay, viec ho den du lich tai Da't Mui Ca Mau du lich (vffdn qud'c gia U Minh Ha, cong giup ho cam thi'y hg hdn ngffdi khac, vi da dat chan vien Van hoa Du lich Mui Ca Mau, khu den mot ndi ma nhieu ngffdi chffa dffdc mot lan ghe du lich Khai Long) chffa cd cd sd lifu tham va ho nhan dffdc sff danh gia cao/ngffdng md tff tru hoac cd, nhffng chat Iffdng chffa tdt.
ban be, dilu dd mang lai ldi ich cho ho. Vi the, ho dSn Phffdng tien di lai d day chii yeu bang tdi hanh ddng ghe tham Dat Miii Ca Mau va san sang xe^ gan may, gia ca dich vu d day rat bd ra mot Idioan phi tang them de den ndi nay. mac va chffa dffdc kiem soat.
Ben canh dd, can nang cao chat Iffdng KET LUAN VA GOl Y CHINH SACH ddi ngu nhan vien phue vu. Ddi ngu nhan vien phue vu tai eac diem tham quan hau Ket qua nghien cffu cho tha'y, Sif san long tra them nhff chffa dffdc dao tao nghe mot each bai chiu anh hffdng bdi 3 nhan td, gdm: Trung thanh thffdng ban, chuyen nghiep, cdn yeu kem ve mat hieu (TTTH); Chat Iffdng thffdng hieu (CLTH); va ky nang, cung nhff nghiep vu. Tinh than, Hinh anh thffdng hieu (HATH). Trong dd, Trung thanh thai do lam viec, cung nhff kha nang giao thffdng hieu (TTTH) la nhan td anh hffdng nhieu nha't. tiep se anh hffdng rat ldn de'n chat Iffdng
Tren cd sd ke^t qua nghien cffu, theo nhdm tac gia, dich vu va hieu qua kinh doanh du lich.
trong thdi gian tdi, viec nang cao chat Iffdng thffdng Vi vay, ban giam ddc cac khu du lich can hieu du lieh Dat mui Ca Mau la cap thie't. De lam ap dung quy trinh quan ly mdi, lay muc dffdc dieu nay, viec nang cao chat Iffdng dich vu tai tieu hieu qua cdng viec lam thffdc do cac diem tham quan du lich la mot yeu cau ta't yeu quan trong nha't de danh gia nhan vien trong chien Iffdc phat trien du lich ciia tinh Ca Mau, ciing nhff de xay dffng che do ddng vien ndi da xac dinh du lich la nganh kinh te khdng kem khen thffdng. •
TAI LIEU THAM KHAO
1. Qud'c hdi (2017). Ludt Du lich, sd 09/2017/QH 14, ngay 19/06/2017
2. Hffdng Le (2016). Hgi thdo xdy dUng Chie'n luge phdt trien sdn phdm du lich Viet Nam den ndm 2025, dinh hudng de'n ndm 2030, truy cap tff http://vietnamtourism.gov.vn/index.php/items/20400
3. Aaker, D. A. (1991). Managing Brand Equity, NY: The Free Press 4. Aaker, D. A. (1996). Building Strong Brands, NY: The Free Press
5. Blackston, M. (1995). The qualitative dimension of brand equity. Journal of Advertising Research, 35(4), 1-6
6. Christodouhdes, G. & de Chematony, L. (2010). Consumer - based brand equity eoneeptuahsation and measurement: a hterature review, IntemationalJournal of Market Research, 52(1), 43
7. Gartner, W. C. (1993). Image formation process. Journal of Travel and Tourism Marketing, 2, 191-216
8. Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57, 1-22
9. Keller, K. L. (2003). Strategic Brand Management, Upper Saddle River, NJ: Prentice Hall 10. Konecnik, M. & Gartner, W. C. (2007). Customer based brand equity for a destination, Annals of Tourism Research, 34(2), 400-421
11. Lassar, W., Mittal, B. & Sharma, A. (1995). Measuring customer-based brand equity, Journal of Consumer Marketing, 12(4), 11-20
12. Netemeyer, R. G., Krishnan, B., PuUig, C , Wang, G., Yagci, M., Dean, D., Ricks, J. &
Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity, Journal of Business Research, 57(2), 209-224
13. Pike, S., Bianchi, C , Kerr, G., & Patti, C. (2010).Consumer-based brand equity for Australia as a long haul destination in an emerging market. International Marketing Review, 27(4), 434-449
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Kinhte va DUbao
