Cac nhan to' anh hu'dng den thu hut du khach cua diem den TP. Can Thor
NGaVEM HGYNH PHCfdC THIEN*
H 6 DCifC HCli^G"
T o m t S t
Nghiin cffu ducfc thuc hien nham xdc dinh cdc nhdn td dnh hudng di'n thu hut du khdch cda diim den TP. Cdn Tho. Dii lieu nghiin cffu duoc thu thdp thdng qua phong vdn trUc tii'p 400 du khdch bdng bdng hoi. Kit qud nghiin cffu da chi ra cd 5 nhdn td dnh hudng de'n thu hut du khdch cua diem den TP. Can Tho Id: Chinh sdch vd quy dinh hoat dgng du lich cua dia phUdng; Co sd vdt chdt ha tdng du lich; Tdi nguyin du lich; Nguon nhdn luc du lich; Sdn phdm du lich. Trong do, Sdn phdm du lich Id nhdn td'anh hudng manh nhdt de'n thu hut du khdch cua TP. Cdn Tha.
lit khoa: du lich Cdn Tho, diem de'n, thu hut du khdch Summary
This research aims at identifying determinants of tourist attraction lo Can Tho city. Research data was collected through direct interviews by questionnaires with 400 tourists. The results reveal five factors, which are Local tourism policies and regulations. Tourism facilities and infrastructure. Tourism resources, Tourism human resources. Tourism products. Specifically, the most influential factor is Tourism products.
Keywords: Can Tho tourism, destination, tourist attraction
GIOI THIEU
Can Thd la thanh pho' trtfc thupc trung tfdng, nam d vi tri trung tSm viing Dong bang s6ng Culi Long cd nhieu tiem nang de phat trien du Hch. Theo Sd Van hoa.
The thao va Du lich TP. Can Thd (2019), nam 2019, nganh du lich Can Thd da ddn tren 3 trieu Itfpt khach ltfu tru, tang 13,1%, trong do ltfu tnj quoc te' dat tr6n 409.000 ltfdt khach, tang 12,4% so vdi cung ky nam 2018. Tong doanh thu ttfdu lich dat tren 4.435 ty dong, tang 17,2%
so vdi cungky.
Tuy nhi6n, thtfc trang qua trinh khai thac du lich tren dia ban van con nhieu han ch6': san pham du lich thi&'u dflc dao, thie'u ha'p din, dich vu du lich chtfa phong phu, thid'u nhij'ng khu vui chdi giai Iri tam cd, hien dai, nhu'ng c6ng trinh tao diem nhan nham thu hiit du khach, n6n so'ngay lifu tru binh quan cua du khach khi de'n Cin Thd mdi nam v§n c5n kha
khiem ton, khong de'n hai ngay. Dieu nay ddi hdi nganh du hch Thanh pho' can xem xet, danh gia mot each khoa hpc, do Itfdng dmh Itfdng kha nang thu hiit cua diem den Can Thd, xac dinh nhffng thuoc linh quan trpng ha'p din du khach.
Do do, nghien ciJu nay dtfdc thtfc hien nham phan tich cac nhan t6' anh htfdng de'n thu hut du khach va de xua't mot so'ham y cho cac nha quan Iy nganh du lich TP. Can Thd giiip tang ctfdng thu hiit du khach dd'n vdi dia phtfdng.
C a s d l Y T H U Y E T V A M O H I N H NGHIEN CL/U Ctf sd ly thuyd't
Hu va Ritchie (1993) cho rang, thu hut du khach cua did'm de'n phan anh nhan thtfc cua du khach ve kha nang lam hai long du khach cua diem de'n. Do do, mpt diem de'n cang cd kha nang dap tfng nhu cau du khach, thi siJc hut cua diem den do cang manh (Mill va Morrison, 1985).
Sii'c htit nay phii thupc vao cac thuoc tinh cua diem de'n, nhtfng thupc tinh do khong chi bao gom cac dieu kien ve ttf nhien, van hda, di tich lich su" dac trtfng cua 'Trtfdng Dai hoc Tay Do
"Trtfclng Dai hoc Kinh te TP. H6 Chi Minh
Ngdy nhdn bdi: 20/03/2020; Ngdy phan bien: 10/04/2020; Ngdy duye clang 14/04/2020
39
HIMH: MO H I N H MGHIEN CtfO CHIN:- Chfnh sach va quy djnh hoat dong du lich cua dja phu'tfng
Tai nguyen du ijch
>
Co" SO' vat chat - ha tang du Ijch
Nguon nhan l i / c d u Ijch
San pham du Ijch
BANG I: K E T QUA KIEM DINH DO TIN CAY CGA THANG DO NhSn (6"
Chiiiii sacli va quy dinh hoat dong du lich cua dia phiTOng (CS) Tai nguyen du lich (TN) Cd sd vat chat ha tang du Iich (VC) Nguon nhan lu'c du Iich (NL) San pham du Iich (SP)
SS'bie'n quan sat 5 6 5 4 4
H^ so' Mffng quan bien - t^ng nho nb^'t
0,591 0,546 0,579 0,667 0,551
H¥s6' Cronbach's Alpha
0,853 0,859 0.843 0,856 0,817 Mguon Ket quel phan tich tCr 400 phieu phong van du Khach 2019
dia phtfpng, ma con la cac dieu kiSn v l vat chat va cac dich vu CO kha nang dap tfng nhu can du khach (Lew, 1987). Kosnan and Ismail (2012) chia cac thupc tinh nay thanh 3 nhom chinh: (1) Nhom cac nhan to've tai nguyen con ngtfcii, van hoa va thien nhien; (2) Nhom cac nhan to've moi trtfSng va cP sd vit chS't ha tang du lich; (3) Nhom cac nhan to've khung chinh sach va quy dinh cho hoat dong du Hch.
Thy theo dieu kien dac thu cua dilm den, ma mSi nghien ctfu d cac diem den khac nhau, thdi gian khac nhau, cac nha nghien ctfu da chuftg minh dtfPc nhffng nhin to'anh htfdng la khac nhau. Do do, de van dung phu hpp vao dieu kien cua TP. C^n Thd, tren cO scf ke thiia ke't qua cac nghien cii^a trtfde dd, nhdm tac gia da thtfc hien tiep btfdc nghien ctfu so bp, dmh tinh va dinh Itfpng.
Nghien ciiXi sd bp dinh tinh bang each phdng van sau 15 chuyen gia va 30 du khach de dieu chlnh thang do.
Nghien cii'u sd bp dinh Itfdng thdng qua phdng van trtfc tie'p 100 du khach de danh gia so bd thang do. Qua ket qua nghien ctfu sP bp, nhdm tac gia de xua't md hmh nghien cdu va thang do chinh thii'c nhtf Hinh.
Cac gia thuye't cho mo hinh nghien cu\i dtfpc dtfa ra nhtf sau:
- HI: Chinh sach va quy dinh hoat dpng du lich cua dia phtfpng CO quan he thuan chieu vdi thu hut du khach.
- H2: Tai nguyen du hch cd quan he thuan chieu vdi thu hiitdu khach.
- H3: Cd sd vat chat ha tang du lich cd quan he thuan chieu vdi thu htit du khach.
40
ha l^ilichcdq^'an
du khach.
•h CO quaii
|<hach.
,u thap thong 100 du khach , c u a T P X a n ,.,vjc thiet ke , ' .1 Likert 5 thuSn - H4; Nguon nhan I
he thuan chieu vdi thu ' - H5: San pham di thuan chilu vdi thu hui Phtftfng phap nghi£
So' lieu so ca'p dtfo- qua phdng va'n trtfc tic, tai dja ban cacquan, huv Tho bang bang cau hu!
theo 6 thang do vdi thant' mtfc do. Phtfpng phap ch' tien dtfpc tie'n hanh di tiep car. dap^vidn muc tieu. Thdi gian thu thip so lieu scf cap dtfpc tie'n hanh ttf thang 06-09/2019.
Nghien ctfu sii dung phtfcfng phap thd'ng ke mo ta de didn giai dgc dilm mau nghien ctfu dtfdi dang ph&n tram.
Kiem dinh do tin cay cua thang do bang h6 so'Cronbach'.s Alpha nham loai cac bie'n khdng phu hdp. Phan lich nhan t^
kham pha (Exploratory Factor Analysis - EFA) de xac dinh cac nhan td'anh htfdng de'n thu hut du khach. Phan tich hdi quy tuye'n tinh da bie'n de xac dinh mu'c dd anh htfdng cua tffng nhan to'de'n thu hut du khach.
KET QUA NGHIEN CLfu Kiem dinh dd tin cay cua thang do Ke't qua kiem dinh d Bang 1 cho thafy, cic thang do deu cd he so Cronbach's Alpha tr6n 0,6; cac bie'n quan sat deu dat he sd tffPng quan vdi bien tdn<' Idn hPn 0,3; va he so' Cronbach's Alpha se giam, neu loai bat ky bie'n nao Do do cac b.en do Itfdng nay diu dam bao do tin^cay va^dtfpc s^ dung trong phan tich nhan to tiep theo.
Ke't qua phan tich EFA . , '^^''S 2 vdi cac kie'm 4i„h j ^ „ ^ j , bao nhir sau: 0,5 < KMO = OS]-i .,,n nen phan tich EFA la thich L..' t j , h e u t h , c . * ; S . g . = o , O o ' < t ^ f j h o ,a quan sat co titans quan t„v2- - . nhan to dai dien, nen vaVn?- ''"'' """
t o d a c 6 y n g h I a ; P h u o S S ; ? H " ' 1 "
63,321% > 50%, dat yeu S ° ^ '^°'''"
53,321% thay dSic/a cac " l , " " ! . ' " ' " ^ giai thich b « Ciic hien q„a„ "?" '° '''"?<:
Ben canh do, lie't qua nh^„ V u cho thay, CO 5 Eigenvalue a? ' * ^^^
han 1, nen c6 5 nhan to'duoc i ' " ' " '*"
nghien ciJu va cac bien quan - ' " S™"8 he so tai nhan to Mn hon 0 5 v " **?" '^°
dat yeu cau. ' ' ^' ^he, deu Bang 2 cung chi; tha'y tu.
thay doi ve viec - n, „ix "°"S ^ stf
™ ' i c bie'n
quan sat so vdi md hinh nghien cu'u da de xuat, gdm 5 nhdm nhan to'ddc lap, vdi 24 bie'n quan sat.
Ket qua ph^n tich h6i quy Cac nhdm nhan td' nay dtfpc dtfa vao phan tich hdi quy da bien de xac dinh mitc dp anh htfdng ciia ttfng nhan Id' den hoat ddng thu hut du khach, dtfdc thtfc hien thdng qua phtfpng trinh hoi quy:
r = ^0 + p,Fl + p/2 + p/3 + p/4 + p/5 + e
Cac bien trong mo hinh hdi quy dtfdc giai thich d Bang 3.
Bang 4 cho tha'y, phin tich phtfOng sai vdi Sig. < 0,05 cho biet md hinh dtfa ra phil hdp vdi dff Heu thtfc te, nghTa l i cic bien dpc lip cd ttfdng quan tuye'n tinh vdi bie'n phu thudc. Ti't ca cac bid'n Fl, F2, F3, F4, F5 deu cd Sig. < 0,05, nen ttfdng quan cd y nghTa vdi Y va dp tin ciy 95%. Hd so' Durbin - Watson la 1,989 the hien md hinh khdng vi pham hien ttfpng ttf ttfpng quan. He so' phdng dai phtfpng sai VIF cua cac bie'n ddc lap deu nhd hdn 2,0, nen khdng cd tinh hang da cpng tuyd'n trong md hinh. Mo hinh cd R- hieu chinh la 0,604 cd nghTa la 60,4% stf bie'n thien cua thu hiit du khach tai TP. Can ThP dtfpc giai thich bdi cac bie'n ddc lap.
Nhtf viy, phtfpng trinh hdi quy chui'n hda la:
r = 0,316F1 + 0,}93F2 + 0,420F3 + 0,}89F4 + 0,509F5
Tff phtfOng trinh tren cho thi'y, ca 5 bid'n ddc lap deu co hJOng quan thuan chieu vdi thu hut du khach. Trong dd, San pha'm du lich la nhin to' anh htfdng manh nha't vdi he sd'p^ = 0,509, nghTa la khi du khach danh gia nhin td' nay tang ldn J dPn vi vdl dieu kien cac bie'n khac trong phtfpng hinh khdng ddi, thi boat ddng thu hut du khich tai Can Thd tang len 0,509 lan. Tid'p theo !a CP sd vit cha't ha ting du lich (P3 = 0,420); Chinh sach va quy dinh hoat dong du hch cda dia phtfPng (j3j
= 0,316); Tai nguyen du lich (p, = 0,193);
Nguon nhin life du lich (P^ = 0,'l89).
KET LUAN VA HAJM Y CHINH SACH Ke't qua nghien ctfu da giai thich rd hpn stf tac ddng cua nhdm nhan td' cung den hoat ddng thu hut du khach cua dja phtfdng. Trtfdng hpp cu the tai TP. Cin Thd, mifc do anh htfdng cua cac nhan to' theo trmh ttf giam dan: San phi'm du lich; Cd sd vit chat ha ting du hch;
BANG 2: MA TRAM MHAM TO SAU KHI XOAY
Bi&'n quan sat CSl CS2 CS3 CS4 CSS TNI TN2 TN3 TN4 TN5 TN6 VCl VC2 VC3 VC4 VC5 NLI NL2 NL3 NL4 SPI SP2 SP3 SP4
NhSn tfl' 1
0,710 0,637 0,773 0,828 0,766
2
0,647 0.662 0,716 0,691 0,771 0,681
3
0,754 0,735 0,710 0,680 0,735
4
0.812 0.745 0,838 0.835
5
0,756 0,816 0,751 0,777 He so KMO = 0,812; Sig = 0,00; PhiTcfng sai c6ng d6n = 63,321%
^t qua phan tich lu' 400 phieu phong van du khach, 2019
BAMG 3: DIEM GIAI CAC BIEN TRONG MO HINH HOl QOY K^hi^u
Fl F2 F3 F4 F5 Y
Ten nhSn td' Chinh sich va quy dinh hoat dong du lich ciia dia phifdng Tii nguyen du Iich Cd s3 vat chat ha tang du Iich Ngu6n nh§n lUc du Hch San pham du lich Thu hiit du khach
BiS'n quan sdt CSI,CS2,CS3.CS4, CS5 TN 1, TN2, TN3, TN4, TN5. TN6 VCl, VC2. VC3. VC4, VC5 NLI,NL2, NL3,NL4 SPI,SP2. SP3,SP4 THDK1,THDK2,THDK3
Dau ky vpng + + + + +
Ngu6n- Tong hop tu' ket qua phan tich EFA, 2019
Chinh sach va quy dinh hoat ddng du lich cua dia phtfdng; Tai nguyen du hch; Ngudn nhin Itfc du lich.
Thdng qua do, nhdm tac gia de xua't mpt s6' ham y cho cac nha quan ly nganh du lich TP. Can ThP nhtf sau:
Thff nhdt, nganh du lich TP C^n ThP can day manh khai thac cac loai hinh du lich dtfa tren cP sd phat huy the' manh va khai thac cd hieu qua tai nguydn du lich, cu the tip trung vao cac loai hinh du Hch chinh, nhtf:
du lich MICE (loai hinh du lich kd't hpp hdi nghi, hdi thao, trien lam, td chu'c stf kidn); du lich sinh thai sdng
41
Nhan t6' Hang so
Fl F2 F3 F4 F5
BAMG 4: KET QUA PHAM TICH HOI QUY DA BIEN H^ so'chtfa chu^n hoa
B 3,I53E-0I6
0.316 0,193 0,420 0,189 0,.i09
SaisS*
chu^n 0.031 0.032 0.032 0,032 0,032 0,032
H^ sd'da chuan hoa Beta
0,316 0.193 0,420 0,189 0,509
Gia trit 0.000 10.022 6.131 13,332 6,011 16,155
Mifc y nghTa (Sig.)
1,000 0,000 0.000 0.000 0,000 0,000 R-hieu chinh: 0,604
HO so Durbin - -Watson: 1,989 ANOVA: Sig 0,000
VIF
1.000 1,000 1,000 1,000 1,000
Nguon Ket qua phan lich t u ' 4 0 0 phieu phong van du khach. 2019
ntfdc, miet vtfdn tai khu vtfc Phong Diln, Cai Rang.
Binh Thuy, Thd't Nd't; va du hch van hda - hch suf. Ben canh do, TP C^n Thd can phat trien he thd'ng cac san pham du lich h6 sung mang dac trtfng cua dia phtfdng, nhtf: am thtfc dia phtfdng, hang ltfu niem va boat ddng van hda truyen thdng.
Thff hai, hoan thien cd sd vit chat ha tang du lich.
Xay dtfng va nang ca'p cP sd vat cha't ha tang phuc vu du lich, nhtf: hd thd'ng cac diem du lich, cac diem tham quan, vui chdi giai tri, cd sd ltfu tru, nha hang, khach san, thdng tin U6n lac. He thd'ng giao thdng dtfdng bd can dtfdc quan tam ning cap hdn ntfa, nhat la cac tuye'n dtfdng trpng diem, cac tuye'n Id de'n cic diem du hch.
Chinh quyen dia phtfdng phd'i hdp vdi cac sd, ban, nginh trien khai xay dtfng cac quy hoach chl tie't cac dtf an kha thi phat trien du lich.
Thffba, xay dtfng cac chinh sach phat trien du lich phil hdp vdi thtfc tiln cua dia phtfpng. Tren cd sd quy hoach va muc Cieu phat trien nganh du hch, chinh quyen dia phtfdng xay dtfng nhffng chinh sach khuye'n khich dau ttf phat tnen du hch phii hop vdi luat phap hien hanh va thtfc tien cua dia phtfdng nham tao dieu kien cho cac doanh nghiep boat dpng du lich phat
s i dung nhiing dong gc.,cv,ang.I«'dan vii CO cliinh sach phan cira ldi i * UCP 'V
"""Bta canh do, chinh quyen dia phJcIng c4n CO cac bien phiip. che _ till xU ly nahiem ciic vi pham nhiini clambao^an ntah, trattu, an toan ve sinh ta. cac diem, khu du iich; dSV manh cong tac giio duc_, myen truyen vl J thtic gin giiT va bao ve tai nguyen raoi tritdng du iich Clio rn,i do'i tUdng tham gia vao hoat dong du jch.
Viit tit. cai thien tai nguyen du lich.
Nhiili" diem den phai that stf hap dSn mdi thu hm du khach de'n tham quan va quay n-4 lai. Do do, chinh quyen dja phiTdng ph6i hop vdl cac nganh chiic nang bao ve tdt tai nguyen du lich, bao ve canh quan thiSn nhiSn; nSng cS'p, triing m, bao ton, ton tao cac di tich lich sil, ki6i ttiic, cong traili van hda; xay dung cac ktiu du lich phu'c hijp vdl quy mo ldn, chat W(ing cao va nhieu dia diera giai tri cao cap; phat tri^n hdn niJa cac lang nghe, le hoi nham phat trien ben vti'ng du iich ciia dia phi/dng.
Thit ndm, nang cao chat lUdng nguon nhan Iuc du lich. Nganh du lich Can Thd can tien hanh ra soat, phiin loai trinh dp nghiep vu cua toiiii bo can bd nhiin vien va cd ke hoach dao tao cu the cac cap trinh do chuyen nganh dap ting theo yeu cau phat trien. Dong thdi, cd chinh sach dai ngO hdp ly de thu hiit cac chuydn gia, nghe nhan tham gia phat tnen du lich ciia dia phudng.
Ben canh dd, can tac dong den y thilc cila cong dong thdng qua giao due, tuyen truyin dl hp hilu va bie't each ling x i CO van hda, than thien, hda dong vdidu khach.•
_ TAI LIEU THAiVI KHAO - - _ _
1. Sd Van hda. The thao va Du lich TP. Can Tho (2019). Bdo cio tong kit cong tde vdn hoa the thao vd dn lich TP. Can Tha ndm 2019
2. Ahmed, F., Azam, Ivl S. and Bose, T. K. (2010). Factors affecting the selection of tour destination in Bangladesh: An empirical analysis, Intemational Journal of Bwsinest and Management, 5(3), 52-61
3. Hu, Y. and Ritchie B. J. R. (1993). Measuring destination attractiveness- A r , i approach, Joui-nal of Travel Research, 32(2), 25-34 ' ^mextual
4. Kosnan, S. and Ismail, N. (2012). Demand factors for international tourism in M I 1998-2009, Seventh Malaysian national economic conference: Economic and social tiaBsf " -''^."'•' towards developed national report. University Kebangsaan Malaysia, Perak, 44-50 "'"''tion
5. Mill, R. C. and Morrison, A. M. (1985). The tourism system: An inlroductorv f«v, n Hall. USA >•'«. Prentice
6. Lew, A. A. (1987). A Framework of Tourist Attractions Research, Annals ofTnr,,-!. n
14(4), 553-575 """"Raearch,
AO
