Cac nhan to'
anh hu'dng den dong sang tao gia trj cua ngu'di dan
tai TP. Da Lat
PHAM VIET CC/CiNG' NGQYEN THI THAO NGQYEN"
T R A N DiNH THCifC- N G a v l N HOAI N A M " "
T o m t^t
Nghiin cffu ndy thffc hien xdc dinh cdc nhdn to dnh hudng den viic ddng sdng tgo gid tri cua ngudi ddn sinh sdng tgi TP. Dd Lgt, dua tren thdi dp ddi vdi phdt trien du lich, cdng nhu tUang tdc vdi khdch du lich. Dffa tren ly thuyet trao ddi xa hpi, nhdm nghien cffu da dua ra md hinh nghien cffu de giai thich sU ddng sdng tao gid tri cHa ngUdi ddn. Ke'l qud cho thdy, dong sdng tgo gid tri cua ngUdi ddn bi dnh hudng trffc liep bdi sff tffang tdc vdi khdch du lich vd thdi dd dng hp phdt trien du lich. Dffa tren cdc ket qud nghien cffu, nhom tdc gia da dUa ra cdc hdm y qudn ly nham cdi thien mdi quan he giffa ngUdi ddn vd khdch du lich.
Tiif Ithda: dong sdng tgo gid tri, TP. Dd Lgt. khdch du lich Summary
This study identifies factors affecting the co-creation value of residents in Da Lat city from their attitude towards tourism development, as well as connection with tourists. Based on social exchange theory, the research team came up with a research model lo explain the value co-creation of residents. The result indicates that their value co-creation is directly affected by the interaction with tourists and the supportive attitude towards tourism development. From this finding, managemeni implications are proposed to improve the relationship between residents and tourists.
Keywords; value co-creation. Da Lal city, tourists
Ciai THIEU
Da Lat - Lam Dong la mdt trong nhffng trung tam du lich va nghi diJdng quan trong cua ca nffdc va khu vffe Ddng Nam A. Lffdng du khach de'n tham quan, trai nghiem lai TP. Da Lal qua cac nam deu cao hdn nam trffdc dem lai nguon thu chinh cho ngifdi dan dia phffdng va tao ddng life phat trien du lich cua-cac cd quan dia phffdng.
De cung cd''cho sff phat trien du lich cd ra't nhieu de tai nghign cffu khoa Ijoc khac nhau lap irung phan tich hanh vi cua khach hang, hay phan tich cac lien td' anh hffdng dd'n sif lffa chgn diem de'n cua du khach, irong dd tap trung phan tich vao sff hai long va thda man cua idiach hang dd'i vdi diem de'n. Mdt sd' nghien cffu
lai tap trung vao nghien cffu cac cdng ly du lich va cac nhan vien irong cac cd .sd kmh doanh du lich tim kie'm ddng Iffc Iam viec va phat trien du lich.
Tuy nhien, ngffdi dan dia phffdng la dd'i tifdng chiu sff tac ddng cua du lich, lai khdng nhan difdc sff quan tarn nghien cffu va Men chffa cd nghien cffu nao danh gia thai do cua ngffdi dan dd'i vdi sff phat tnen du lich tren dia ban TP Da Lal. Vi vay, nhdm nghien cffu thffc hien mgt nghien cffu khao sat thffc nghidm nham tim hieu, phan lich vide ddng sang tao gia In trong md'i quan he giffa ngu'di dan va du khach.
- - • Khoa Kinh te - Quan tri kinh doanh, Tru'dng Dai hpc Da Lat Ngdy nhdn bdi: 29/11/2019; Ngdy phdn bien: 12/12/2019; Ngay duyet ddng 19/12/2019
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CO sd LY THUYET VA PHUONG PHAP NGHIEN CL/U
Cd sd ly thuyet Bdng tgo gid tri
Khai niem ve dong tao gia In dffa tren gid dinh rSng, khach hang se thifc hien vai trd lich cffc trong viec hdp lac vdl doanh nghiep de tao ra gia tri vdi nhau thdng qua cac giai doan khac nhau cua chudi gia tri, tff san xua't dd'n tieu thu (Prahalad va Ramaswamy, 2004).
Dong sinh tao gid tri cd the dffdc chia thanh 2 nhan td'ld "d6ng tao sdn pham"
(co-production) va "dong tao gia Iri trong sff dung" (value-in-use). Trong dd nhdn td' thff nha't lien quan den qua Irinh tao san pham, cdn nhan to' thff hai lien quan de'n vi6c gia tn dffdc sinh ra trong qua trtnh sff dung. Khach hang ddnh gia va xac dinh gia tri cua hang hda va dich vu tren cd sd trai nghiem sff dung cua ho (Luschva Vargo, 2014).
Ly thuyet trao ddi xd hpi Ly thuye't nay quan tam de'n viec trao doi tai nguyen vat chat hoac tinh than trong cdng dong hoac nhdm ngffdi; ly thuyel chu ye'u dilng d6 phdn lich cdc qua trinh trao doi hoan toan tif nguyen giffa hai ben tham gia (Sharpley, 2014). Day la mot Iy thuyg't quan trpng va dffdc sff dung pho bie'n trong vide nghien cffu thai do cua ngffdi dan doi vdi sff phat trien du lich, theo ly thuye't nay, thl ngffdi dan cd the hd trd phat tnen du Iich mien la ho tin rdng, ldi ich mong ddi vffdt qua chi phi (Eusebio et al., 2018). Cac gid thuye't dffa tren ly thuye't trao d6i dffdc dffa ra nhff sau:
HI: Cdm nhgn ve lai ich cua ngUdi ddn dia phuang tucmg quan thudn vdi sff Ung ho phdt irien du lich.
H2: Cdm nhgn chi phi cua ngUdi ddn dia phuang cd tuang quan nghich vdi sff ung hp phdt irien du lich.
Sff ung hd dd'i vdi sff phai trien du lich la dd'i tffdng nghien cffu cua hau he't cac nghien cffu trffdc ddy (Eusebio et al., 2018; Moghavvemi et ak, 2017). Tuy nhien, sff iang ho vdi du Hch chi la thdi do cua ngffdi dan dd'i vdi sff phdt trien du lich, dffa tren nen tang Id ldi ich cua ngffdi ddn nhdn dffdc se ldn hdn chi phi. Vi vay, gia thuye't H3 dffdc phdt bieu nhff sau:
H3: Su iing hp ddi vdi sff phdt trien du lich CO tuang quan thuan vdl dong tgo gid tri
TiAfng tdc giQa ngiM dan va du khdch Ly thuyet tffdng tdc gifl'a cac nhdm (Intergroup Contact Theory) da dffdc dp
dung de nghidn cffu md'i quan he giffa cac nhdm chung tdc, sac tdc va tdn giao khac nhau (Luo etal., 2015).
Du lich la mdt qua trinh, trong dd ngffdi tham gia tie'p xuc vdi mdt nhdm ngffdi tai diem dd'n thdng qua mdt qua trinh trao doi vat cha't hoac phi vat cha't. Vi vay, Sff tffdng tac giffa khach du lich va ngffdi ddn dia phffdng ddng vai trd trung tdm trong trai nghidm du lich (Luo et al., 2015) va quye't dinh sif thdnh cdng cua chuye'n du Hch.
Tffdng tac giffa ngffdi dan va khach du lich la ye'u td' quye't dinh manh nhd't (trffc lie'p va gian tie'p) cua thai dd cua ngifdi dan dd'i vdi phat trien du lich (Eusebio eta!., 201S).
Trdn cd sd dd, nhdm nghien cffu dffa ra cac gid thuye't:
H4: Su tucmg ldc giffa ngudi ddn dia phuang vd du khdch CO tuang quan thuan vdi cdm nhdn ve lai ich.
H5: Su tuang tdc giffa ngudi ddn dia phuang vd du khdch CO tuang quan nghich vdi cdm nhdn ve chi phi.
H6; Tuang ldc giffa ngudi ddn dia phuang vd du khdch CO tuang quan thuan vdi thdi dp cda ngUdi ddn ddi vdi phdt triin du lich.
Ben canh do, chffa cd nghien cffu nao danh gia md'i quan hd giffa sff tffdng ldc ngffdi dan dia phffdng vdi du khach ldi dong tao gia tri cua ngffdi ddn dia phffdng (Lin et al., 2017). Trong khi dd, dong tao gia tn difa tren nen tang la sff tu'dng tac gifla cac dd'i tffdng khac nhau trong cdc md'i quan hd (Prahalad vd Ramaswamy, 2014). Vi vdy, tac gia cho rang, khi sff tffdng tac td't dep giffa hai ben, thi dem lai sff thda man cho du khach va cdc ldi ich ca vat chd't va linh than cho ngffdi ddn dia phifdng. Dieu nay se thdi thuc ngffdi dan dia phffdng tham gia vao qua trinh tao ra gid tri dd' gia tang cdc mat tich cffc vd han che cac mat tieu cffc cua du ljch dem de'n cho ndi ho sinh sd'ng. Do dd, gia thuye't dffdc dffa ra nhif sau:
H7: Tuong tdc giffa ngUdi ddn dia phuang vd du khdch CO tuang quan thudn vdi dong tao gid tri ciia ngudi ddn dia phuang.
Phifdng phap nghidn cii'u
Mdt bang hdi dffdc thie't ke' de khdo .sat ngffdi ddn dia phffdng, sff dung thang do Likert vdi 5 mffc do Iffdng (tff hoan todn khdng d6ng y = 1 dd'n hoan loan dong y
= 5, cac mffc 2, 3, 4 tang dan theo rnffc do dong y cua ngffdi dffdc phdng va'n). Sd' Iffdng mau dffdc khao sat y kie'n la 450 ngffdi dan dang sinh sd'ng tren TP. Da Lat trong nam 2019. Phffdng phdp lay mau thudn tign tren dia ban TP. Da Lat, tinh Lam Dong.
Ke't qud thu thdp dffdc tff ngffdi tieu dung dffdc ma hda va xff ly bdi phan mem SPSS vd AMOS^ Phdn tich ca'u true tuye'n tinh (SEM) dffdc sff dung de do Iffdng sff tac ddng cua cac nhdn Id' cac bie'n phu thudc trong md hinh nghien cffu.
KET QUA NGHIEN CL/U K§'t qua phan tich CFA
Ke't qua phan tich CFA cho thd'y, cac gid tri can thie't deu dat yeu cau: RMSEA = 0,047, Chi-square
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B A N G 1:
S U P P O ? S U P P 0 3 S U P P 0 4 S U P P 0 5 S U P P 0 6 S U P P 0 7 S U P P 0 8 I N T E 0 3 I N T E O ^ I N T E O l C O C R O l C O C R O ' ' C O C R 0 3 C O S T 0 4 C O S T 0 3 C O S T 0 2 C O S T O I S U P P 0 9 S U P P O l B E N I 0 5 B E N r 0 4 B E N I O l B E N I 0 3 B E N 1 0 2
BAr4G 2 :
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<ET Q G A P H A N TJCH C F A , CR VA A V E J n p h o
U n p h o U n o h o l l n o h o 1 Jnoho I J n c h o
D o n s t a o G i a t n
C h i p h i C h i p h i C h i p h i C h i p h i U n a h o I J n g h o
E s t i m a t e 0.80"^
0 . 7 7 2 0.75';
0 . 7 2 5 0.691 0.71?
0 . 6 8 5 0 . 7 1 2 0.723 0 . 7 5 2 0.77^
0 , 8 0 7 0 . 8 4 7 0 . 8 5 3 0 , 8 ' ' 0.78?
0 . 7 6 2 0.611 0,65^1 0.656 0.755 0 . 6 ^ : 0.76f 0 , 7 4 3
>HAN TJCH MOI T t f d N G Q G A N GliJfA D o n e i a o G i a t r i
U n a h o L o i i c h T u o n E tac C h i p h i
D o n s t a o G i a t n 0.81 0.697 0,.^97 0 . 3 5 : ' -0,441
U n a h o 0.715 0,398 0.337 - 0 , 4 4 9
L o i i c h
0.711 0 . 4 0 3 -0,245
C R 0 , 9 0 4
0 . 7 7 3
0 . 8 5 1
0 . 8 8 2
0 . 8 3 6 0 . 5 3 2
0.6i5fi
0 . 6 5 1
0 . 5 0 6
cAc NHAIS TO T u o n eta c
0 . 7 2 i - 0 . 2 0 '
C h i p h i
0 . 8 0 7
do dat du'dc gia tri tin cdy can rhicu Hdn
HIMH: KET QUA PHAN TICH CAO TROC TGYEN TINH Chi-square= 499,663, df = 243; P = ,000 TLI = ,945,GFI = ,913;CR = ,951 RMSEA = ,049, Chi-square/df ^ 2,056
= 476,538, GFI = 0,918, TLI = 0,948, CFI = 0,955 va he so' tdi cua cac bie'n len cac nhdn td deu dat tren 0.5. Bang 2 cho tha'y kd't qud he sd' tdi trong phdn tich CFA, do tin cay tdng hdp (CR) va cdc chi sd'trich xuat phffdng sai trung binh (AVE). De danh gia do tin cay ndibolhffdngsff dung chi sd'CR. Ke't qud tinh toan gia tri CRcuacacnhantd'ndm trong khodng tff 0,774 de'n 0.899 va ldn hdn gia tri dffdc de xuat la 0,708 (Hair va cong sff, 2016). Do dd, cd the ket luan rilng, cac thang
nffa. Bang 1 cho tha'y, he sd' tai cua tat ca cdc vdt pham tren cac cau true deu ldn hon 6,5 va AVE nam trong khoang 0,500 - 0,650, ldn hdn gid tri 0,5 (Hair va cdng Sff, 2016). Do dd, md hinh dojffdng long the cua nghidn cffu nay dat yeu cau ve tinh hdi tu.
^Phan tici: tinh phan biet bang each kiem tra tai trong cheo cua cac chi sd, theo rang budc la mot chi sd^lai tren mot cd'u true phai cao hdn ta't cd cac lai trong chdo cua nd vdi cac cd'u true khac (Hair va cdng sir, 2016). Cac ke't qua dffdc trinh bay trong Bang 2 cho thd'y, cac md'i lUdng quan cho mdi nhan to' nho hdn can bac hai cua phffdng sai trung binh dirdc trich xud't bdi chinh cdc nhdn Id'. Do dd, md hmh cua nghien cffu nay dap ffng yeu cau ve tinh phan biet cua cac nhan td.
PhSn ti'ch SEM
Sau khi phan tich CFA cdc nhan to' trong md hinh, phan tich cd'u true tuye'n tinh nham tim ra md'i quan he giffa cac nhan Id' va lam nen tang chd'p nhan hoac bdc bd gid thuye't dat ra. Ke't qua nghien cffu cho thd'y, Chi-square
= 499,663; df = 243; p = 0,000; Chi- square/df = 2,056; RMSEA = 0,049, GFI = 0,913; T U = 0,945; CFI = 0,951 (Hinh). Theo Hair va cdng sff (2016) tat ca cac chi so'deu dat yeu cau va dff lieu phu hdp vdi thi trffdng.
Dffa tren phan lich SEM, cac moi quan he dffdc kiem dinh cho ke't qua du'dc trinh bay trong Bang 3.
Td't ca cdc he sd' P-value trong ke'l qua hoi quy deu ldn hdn nhd hdn 0,05, nhu- vay cd the ket ludn cdc gia thuye't dat ra ban dau deu du'dc chap nhan.
Dong thdi, do ldn cua gia tri he sd' b ciing cho thd'y, mffc do tdc ddng cua cac nhan id' trong md hinh nghien cffu anh hu-dng len cdc bie'n phu thudc. Difa tren ke't qua bang irong sdhoi quy chua'n hda cho thay, thai dd ung hd ctia ngi/di dan lacddng len dong sang tao gia in Id ldn nha't (b = 0,651), tie'p theo la sutudngtac vdi du khdch (b = 0,145).
KET LUAN
Ke'l qua hd trd hau hd't cac gui thuve't cung nhif cung ca'p bang chi'mg ihuc nghiem tai TP. Da Lat ciia Viet Nam bang each sff dung md hinh trao doi xa' hdi de giai thich gia tri dong sang iao cua
26
ngffdi dan, trong khi hau hd't cac nghien cffu khac chi tap trung vao thai dd ho trd cua ngffdi dan dd'i vdi phat trien du lich.
Ngffdi ddn ddng mdt vai trd quan trong trong phat tridn du lich bdng each cung cd'p sff thien chi va long hie'u khach cho khach du lich. Cac nha cung ca'p dich vu vd nha quy hoach can bie't each td'i da hda ldi ich cua du lich va giam thieu tdc dong tidu cffc cua du lich (Lin et al., 2017) de nhdn dffdc sff hd trd cua ngffdi dan va khuye'n khich dong tao gia tri vdi khdch du Hch. Do do, mdt trong nhffng y nghia quan trpng la cdc nhd hoach dinh chinh sdch ctn xdy dffng mdt mdi trffdng thudn ldi de mpi ngffdi tham gia vao qua trinh tao ra cdc san pham du lich. Vi, ngffdi ddn cd trdch nhiem chinh
BAMG 3: BAMG KET QgA P H A N TICH MOI QUAM HE GICfA CAC MHAM TO Lonch
Chiphi Unsho Unsho Ungho DongiaoGiatri DonglaoGiatn
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Tuongtac Tuon giac Loiich Chiphi Tuongiac Unoho Tuongiac
Estimate -0,234
0,''62 -0,372 0,151 0,65 i 0.145
S.E.
0,094 0,063 0,03 0,054 0,088 0,066
C R . -4,078
4,559 -7,029 2,575 10.6^6 2,913
P
*** ***
*** ***
0,01 0,004
***
irong viec phattrien du lich va bi anh hffdng bdi nhffng xung dot rd rang hoac tiem an gay ra bdi phat trien (Bimonle va Punzo, 2016).
Nghien cffu vdn cdn mdt sd' han che', do do, cac nghien cffu trong tffdng lai cd the md rdng tac ddng cua dong tao gia tri cua ngffdi ddn dd'i vdi cac chinh sach dia phffdng, cung nhff dd'i vdi cac hoat ddng du lich.Q
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