Cac yeii to anh hirGmg den
nang li/c canh tranh cua diem den du lich tai TP. Ho Chi Minh
TRddNG TRUNG TRCTC*
HO MINH THCT"
NoaviN THANH LONG***
Tom tat
Nghien ciku ndy nham xdc dinh cdc yeu td dnh hudng de'n ndng Ivtc cqnh tranh diem de'n du lich tqi TP. Hd Chi Minh. Thdng qua khdo sdt 347 du khdch, nghien ciku sit dung phdn mim SPSS 20.0 dephdn tich dif lieu. Ke't qud cho thdy, ndng lytc cqnh tranh tqi diem de'n du lich TP. Hd Chi Minh chiu tdc ddng bdi 6 yeu td: Ca sd vdt chdt ha tdng du lich; Mdi trudng diem de'n; Cqnh tranh vi gid; Nguon tdi nguyen tham quan; Nguon nhdn Ivtc du lich; Su hdi ldng cda du khdch. Ke't qud nghien cvtu cdn do ludng miic do dnh hudng cda cdc yeu tdddi vdi ndng lUc cqnh tranh diem den du lich. Tif ket qud ndy, nghien ciku dua ra mot sdhdm y chinh sdch nhdm cdi thien ndng life qudn ly vd ndng cao ndng lUc cqnh tranh cho diem de'n du lich TP. Ho Chi Minh.
Tuf khoa: ndng luc cqnh tranh, diem de'n du lich, TP. Ho Chi Minh Summary
The research aims to determine the factors affecting tourism destination competitiveness of Ho Chi Minh City. Through a survey of 347 tourists, this research uses SPSS version 20.0 to analyze data. The outcome reveals 6factors including: Tourism infrastructure; Destination environment;
Price competitiveness; Sightseeing resources; Human resource in tourism; Tourist satisfaction.
The influence level of these aforementioned factors on tourism destination competitiveness is also measured in this research. On that basis, some policy implications are provided to improve management capacity and enhance the tourism destination competitiveness of Ho Chi Minh City.
Keywords: competitiveness, tourism destination. Ho Chi Minh City
GIOI THIEU yeu td anh hffdng den nang life canh tranh diem den du lich cua TP. Ho Chi Minh la can thiet. Qua dd, dffa ra Theo bao cao cua Sd Du lich TP Ho mot so ham y chinh sach nham khac phue nhffng mat Chi Minh, nam 2017, Thanh phd ddn ban che va thuc day du lich Thanh phd phat trien mot khoang 6,4 trieu Iffdt khach qud'c te, tang each ben vffng.
22,8% so vdi nam 2016; 24,9 trieu Iffdt
du khach trong nffdc, tang 14,6% so vdi CO SOf LY THUYET VA MO HINH NGHIEN CLfU Cling ky nam 2016. Doanh thu nam 2017
cua nganh du lich cung tang 12,6%, ffdc Casdly thuyet
dat 115,9 nghin ty ddng (Sd Du lich TP. Ndng lUc cqnh tranh diem de'n du lich. Nghien cffu Hd Chi Minh, 2017). Tuy nhien, theo cua Dwyer va Kim (2003) cho rang: Nang liIc canh xep hang PCI (2017), TP. Hd Chi Minh tranh cua diem de'n la kha nang cua diem den tao ra chi dffng thff 8 trong bang xep hang nang va ket hdp cac san pham cd gia tri gia tang de duy liIc canh tranh cua cac tinh thanh trong ca tri ngudn liIc trong khi giff vffng vi the tren thi trffdng nffdc, chffng td vin cdn rat nhieu mat ban trffdc dd'i thu canh tranh. Mot diem den cd nang liIc che va thach thffc d viec phat trien du lich canh tranh neu thi phan cua nd dffdc danh gia bdi so tai Thanh phd. Do dd, viec nghien cffu cac Iffdng khach du lich va ldi nhuan tang len.
'Trifdng Dai hoc Cong nghe TP. Ho Chi Minh I Email: [email protected]
** Trffdng Dai hoc Cong nghe TP. Ho Chi Minh I Email: [email protected]
***TS., Tru'dng Dai hoc Cong nghiep TP. Ho Chi Minh I Email: [email protected] Ngdy nhdn bdi: 10/11/2018; Ngdy phdn Men: 18/12/2018; Ngdy duyet ddng: 23/12/2018
Economy and Forecast Review
53
HiNH: MO HlNH NGHIEN CCfU LY THUYET cAC YEG TO ANH Hf/dNG DEN N A N G LCTC C A N H TRANH COA TP. HO CHI MINH
Co so ha ting du lich
Moi truomg diem den
Canh tranh ve HI
H2
H3 ^
f Nang l\ic canh N f tranh diem den V ciia TP.HCM V
H4
H5
H6
Nguon tai nguyen tham quan
Ngudn nban Ivrc du lich
Svr hai long cua du khach
Nguon: Nhom tac gia de xuat
Ca sd vdt chdt ha tdng du lich. Theo Dwyer va Kim (2003), cd sd vat chat ha tang du lich bao gdm cac tinh nang, nhff: cd sd lifu tru, dich vu an udng, phffdng tien giao thdng, cac diem tham quan theo chu de, cffa hang thffc an nhanh, quan rffdu/quan bar va cac cd sd tiep nhan du lich, nha ban si du lich, dai ly du lich, cdng ty cho thue xe, cac tda nha hdi nghi dia phffdng va van phdng khach du lich. Trong mat cua nhieu khach du lich, cac diem den boat ddng hieu qua hdn khi nhffng dich vu nay phong phu va da dang.
Theo Murphy va cac cdng sff (2000), dffa vao mffe do hoac sff thieu hut cua cd sd vat chat ha tang, ma anh hffdng den trai nghiem du lich cua du khach va cd sd vat chat ha tang trong du lich la mot yeu td dff bao quan trgng cua chat Iffdng diem den va gia tri cua chuyen du lich. Dieu nay cung cd tam quan trgng cua cd sd vat chat ha tang du lich nhff la yeu td' quyet dinh nang lilc canh tranh diem den.
Gid thuyet HI: Cd sd vat chat ha tang du lich cd anh hffdng tich cffc den nang life canh tranh diem de^n.
Mdi trudng diem de'n. Murphy va cdng sff (2000) cho rang, mdi trffdng diem de^n, bao gdm: khi hau, canh quan thien nhien, bau khdng khi va sff than thien cua ngffdi dia phffdng dffdc xem la yeu td dil bao chinh ve kha nang thu hut cua diem den. Trong khi dd, Mihali (2000) lai cho rang, sff hap dan va kha nang canh tranh cua diem de^n cd the dffdc tang len bang each quan ly mdi trffdng diem den mot each thich hdp. Va, kha nang canh tranh diem de^n cd the dffdc tang cffdng thdng qua cac sang kien, nhff: cac quy tac ffng xff, bao ve mdi trffdng dffdc til do phat trien.
Gid thuye't H2: Mdi trffdng diem den cd anh hffdng tich cffc de'n nang liIc canh tranh diem den.
Cqnh tranh vi gid. Nghien cffu cua Lee va cdng siI (1996) cho tha'y, sff nhay cam ve gia cua du khach rat cao anh hffdng den kha nang canh tranh ve gia cua cac cdng ty du lich. Cdn theo Dwyer va cdng sff (2002), chi phi tai chinh cua trai nghiem du lich, anh hffdng den quyet dinh di lai. Chi sdcanh tranh ve gia cd the dffdc xay dffng dffa tren thdng tin ve sffc mua va ty gia hdi doai.
Gid thuye't H3: Canh tranh ve gia cd anh hffdng tich cffc den nang life canh tranh diem de^n.
Nguon tdi nguyen tham quan. Theo Zhu va cdng sff (2013), ngudn tai nguyen tham quan bao gdm: nhffng pham chat va gia tri vd'n cd cua tai nguyen du lich, sff phong phu ciia tai nguyen du lich, sff phd bien cua tai
nguyen du lich, mffe do ddc quyen cila tai nguyen du lich.
Gid thuye't H4: Ngudn tai nguy6n tham quan cd anh hffdng tich cffc den nang lilc canh tranh diem den.
Nguon nhdn like du lich. Theo Zhu va cdng sff (2013), ngudn nban liIc du lich la cac ben tham gia cac hoat ddng cung cap cho qua trinh du lich. Do dd, can thiet phai hieu cac boat ddng quan tri nguon nhan lilc du lich nham tang cffdng kien thffc td chffc, duy tri md'i quan he canh tranh, tim ra nhffng trd ngai ma cac to chffc phai dd'i mat trong viec thilc hien nhffng boat dgng dd va xay dffng cac chffdng trinh giao due va dao tao tat ca cho cac ben lien quan.
Gid thuye't H5: Ngudn nhan life du lich cd anh hffdng tich cffc den nang life canh tranh diem den.
Su hdi long cda du khdch. Nghien cu\i cua Bojanic (1996) cho tha'y, sil hai long cua khach du lich ndi chung cd hen quan den nhffng y dinh hanh vi tich cffc nhutrcl lai, mua lai va kie'n nghi mua hang trong nhieu nghien cffu ve du lich va khach san.
Gid thuye't H6: Sff hai ldng cua du khach cd anh hffdng tich cffc den nang life canh tranh diem den.
Md hinh nghien citu
Dffa tren cac nghien cffu trffdc do, nhdm tac gia de xuat md hinh nghien cu'u nhff Hinh.
Phuang phdp nghien cvtu
Sd lieu dffdc thu thap tff 347 du khach den du iich tai TP. Hd Chi Minh trong thdi gian tff thang 02 den thang 10/2018.
Sau khi do Iffdng do tin cay bang he so Cronbach's Alpha, phan tich nhan to kham pha (EFA), phan tich hdi quy de kiem tra cac gia dinh ciia md hinh, xem xet mffe do anh hffdng cua cac yeu tdden nang lilc canh tranh diem den TP. Ho Chi Minh (Bdi viet sik dung cdch viet so thap phdn theo chudn qudc te).
KET QUA NGHIEN CLTU
Ket qud kiem dinh dq tin cay cua thang do
Ket qua kiem dinh do tin cay cho thay, thang do cd do chinh xac cao, he so Cronbach's Alpha cua cac thang do deu cd gia tri ldn hdn 0.7 va he sd tffdng quan bien tdng bau nhff deu ldn hdn 0.3. Tuy nhien, cd 2 bie'n quan sat cd he sd tffdng quan bien tdng nhd hdn 0.3 la "Diem tham quan nhan tao theo chu de"_HT5
54
Kinh te'va Dif baoK l i l l l 10 n DiMia
- 0.223 < 0.3 va "So' Iffdng nhan vien tai diem tham quan"_ NL5 = 0.267<0.3.
Do dd, tac gia loai 2 bien quan sat nay.
Ke't qua Cronbach's Alpha Ian 2 cua cac thang do cd bien quan sat bi loai deu cd cac be so' tffdng quan bien tdng ldn hdn 0.3 nen du tin cay de dffa vao phan tich n b a n t d E F A ( B a n g l ) .
Ket qud phdn tich nhdn td cdc bien doc Iqp
Kit qua kiem dinh Bartlett cho tha'y, giffa cac bien trong tdng the cd md'i tffdng quan vdi nhau khi Sig. = 0.00 <
0.05. Ddng thdi, he sd KMO = 0.786 >
0.05, chffng td phan tieh nhan tdde nhdm cac bien lai vdi nhau la thich hdp va dff lieu phu hdp cho phan tich nhan td.
Bang 2 cho tha'y, 6 yeu td deu cd gia tri Eigenvalues > 1. Phffdng sai trich la 58.622% > 50% la dat yeu cau.
Vdi phffdng phap nit trich Principal Components Analysis va phep quay Varimax, cd 6 yeu td' dffdc nit trich tff bien quan sat, cho tha'y kha nang giai thich dffdc 58.622% sff thay ddi cua bien phu thudc trong tdng the.
Ket qua xoay nhan td' (Bang 2) cho tha'y, thang do dffdc chap nhan, cac bien deu cd he so' tai (Factor loading) ldn hdn 0.5 va phan thanh 6 nhdm ye^u to anh hffdng den nang liIc canh tranh diem den TP. Hd Chi Minh.'
Ket qud phdn tich hoi quy
Ket qua Bang 3 cho tha'y, gia tri Sig.
cua cac bien deu nhd bdn 0.05. Do dd, cac bie^n dgc lap nay deu cd y nghia giai thich cho bien phu thudc, khdng bien nao bi loai bd. He sd' VIF deu nhd hdn 2, do vay khdng cd da cdng tuyen xay ra.
Theo he so' Beta (trgng sd' hdi quy chuan hda), mffe do anh hffdng cua bien HL (Sil hai ldng ciia du khach) len bie^n phu thugc CT (Nang liIc canh tranh) la manh nhat vdi gia tri 0.390. Thff til tiep theo la: GC (0.350), HT (0.297), NL (0.278), MT (0.183). Bien dgc lap cd mffe do anh hffdng thap nhat dd'i vdi bie^n phu thudc la TN (Ngudn tai nguyen tham quan) cd trgng so hdi quy chuan hda la 0.152. Phffdng trinh hdi quy tuyen tinh dffdc xay dffng:
Ndng luc cqnh tranh diem de'n TP. Ho Chi Minh = 0.297*Ca sd vdt chdt hq tdng du lich + 0.183*Mdi trUdng diem de'n + 0.350*Cqnh tranh vi gid + 0.152 * Nguon tdi nguyen tham quan + 0.278*Nguon nhdn Ivtc du lich + 0.390*Suhdi ldng cda du khdch
BANG 1: KET QQA KIEM DINH THANG DO Khai ni$m
Cd sd vat chat ha tang du lich Moi trifdng diem den
Canh tranh ve gia
Nguon tai nguyen tham quan Nguon nhan lUc du lich Slf hai long cua du khach Nang life canh tranh
Ky hi$u
HT MT GC TN NL HL CT
S6' bifi'n quan sat
5 5 5 5 5 5 5
Cronbach's Alpha
0.749 0.783 0.830 0.782 0.837 0.779 0.786
Hd sd' tffcTng quan bid'n t^ng nho nhgft
0.507 (HT4) 0.508 (MT5) 0.588 (GC4) 0.482 (TN5) 0.615 (NLl) 0.498 (HL4) 0.482 (CTl)
BANG 2: KET QUA XOAY NHAN TO CAC YEU TO ANH HCfdNG DEN NANG Liic CANH TRANH DIEM DEN TP. HO CHI MINH Bien quan sat
GC2 GC3 GCl GC5 GC4 MTl MT3 MT5 MT2 MT4 NL2 NL4 NL3 NLl TN3 TNI TN2 TN4 TN5 HL5 HL3 HL2 HLl HL4 HT4 HT3 HTl HT2 Eigenvalue
% of Variance Tong phuong
NhSn td' 1
0.801 0.791 0.784 0.754 0.725
4.627 16.524 sai trich KMO Bartlett's Test
2
0.751 0.731 0.720 0.684 0.652
3.233 11.547
3
0.811 0.804 0.795 0.758
3.028 10.814
4
0.793 0,757 0.731 0.710 0.661
2.352 8.401
5
0.799 0.740 0.727 0.694 0.673
1.711 6.112
6
0.766 0.724 0.699 0.664 1.463 5.223 58.622%
0.786 Chi-Sc 5uare
df Sie.
3405.316 378 .000
N g u o n : Tinti toan cua n h o m tac gia
KET LUAN VA HAM Y CHINH SACH
Ket qua ngbien cilu cho tha'y, nang liIc canh tranh tai diem den du lich TP. Hd Chi Minh chiu tac dgng bdi 6 yeu to: Cd sd vat chat ha tang du lich; Mdi trffdng diem den; Canh tranh ve gia; Ngudn tai nguyen tham quan;
Ngudn nhan life du lich; SiIbai long cua du khach. Trong do, yeu td Sff hai long cua du khach tac ddng ldn nhat tdi nang life canh tranh cua diem den du lich TP. Hd Chi Minh. Tren cd sd do, nghien cuTu de xuat mot sd ham y chinh sach nhff sau:
Mot Id, ndng cao mikc do hdi long cda du khdch.
De dap ffng sff hai long cua du khach, chinh quyen dia
Economy and Forecast Review
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BANG 3: CAc THONG SO HE SO HOI QUY H$ s6' hoi auv Coefficients"
Md h)nh
1
Hang so' HT MT GC TN NL HL
H^ sd'hoi quy chifa chu^n hoa B
-1.592 .300 .213 .224 .096 .263 .234
Sai s6' chu^n .200 .035 .040 .020 .019 .032 .018
He so' h6i quy chu^n hoa
Beta .297 .183 .350 .152 .278 .390
t -7.944
8.601 5.282 11.264 4.958 8.237 12.701
Gia tri Sig.
.000 .000 .000 .000 .000 .000 .000
Tha'ng k6 Collinearity Toletance
.771 .763 .949 .980 .805 .971
VIF 1.298 1.311 1.054 1.021 1.242 1.030 rSgudn: Tac gia nghien ctfu
phffdng can dac biet quan tam den quan ly chat Iffdng ve cac san pham va dich vu trong du lich. Xue tien va lam cau nd'i cho cac cdng ty du lich, cac ddn vi boat ddng trong nganh nha hang khach san tao ra cac san pham du lich cd chat Iffdng cao, phu hdp vdi thi hieu cua khach du lich. Ddng thdi, chinh quyen nen cd nhffng chinh sach de lifu giff cac net dac tnfng cua van hda mien Nam Bg, cac giai phap khdi phue va bao tdn cac lang nghe truyen thd'ng tai TP. Ho Chi Minh, tao ra sff da dang trong san pham du lich vdi muc dich thu hiit sff Iffa chgn ciia khach du lich trong va ngoai nffdc.
Hai Id, minh bach trong chinh sdch vi gid cda cdc sdn phdm vd dich vu trong hoqt ddng du lich. Quan ly chinh sach ve gia trong du lich TP. Hd Chi Minh, se thu hiit mot Iffdng ldn du khach va tao nen niem tin cho cac san pham va dich vu du lich. Cac chinh sach can cd nhffng quy dinh ve tinh minh bach khi cac cdng ty du lich, ddn vi cung ffng cac dich vu trong du lich can niem yet gia rd rang, cam ket chat Iffdng san pham va dich vu cung ffng phii hdp vdi mffe gia dffa ra.
Ba Id, xdy dung vd ndng cdp ca sd vat chdt hq tdng trong du lich. Viec dau tff va nang cap cac cdng trinh can
dffdc trien khai va hoan thien, nhat la cac tuyen dffdng trgng yeu, nhff: dffdng R^g Sac Can Gid, vanh dai Tan Sdn Nhat, tuye^n Metro Ben Thanh Sudi Tien.
Tang cffdng cdng tac bao ve va triing tu cac cdng trinh van hda tren dia ban TP.
Hd Chi Minh. Ben canh dd, tan dung Id the mat do sdng ngdi day dac trong Thanh phd de phat trien du lich dffdng sdng.
Bdn Id, ddo tqo ngudn nhdn Ivtc du lich, chdt luang cao. De nang cao kha nang canh tranh diem diem cua du lich, Th^nh phd' can dam bao viec dao tao ra mot life Iffdng lao ddng trong nganh du lich hoi tu day du nhffng yeu to', nhff: ky nang chuyen mdn, dao dffc va kha nang lam viec trong mdi trffdng chuan hda qudc te, Ben canh dd, cac cd quan chffc nang can ket hdp vdi cac cd sd dao tao, thffdng xuyen md cac Idp bdi dffdng nang cao trinh do nghiep vu cho lao ddng trong nganh du lich vdi cac khda hgc trong va ngoai nffdc.
Ndm Id, qudn ly chdt luang chdt lUMg mdi trudng diem de'n vd cdc nguon tai nguyen tham quan. Mdi trffdng du lich an toan va than thien la mot yeu td cdt loi de nang cao nang liIc canh tranh ciia mot diem de^n. Chinh quyen dia phffdng can nang cao viec tuyen truyen va giao due y thffc ciia ngffdi dan trong each ffng xfi lich sff va van minh vdi khach du lich, tdn trgng va gin giff mdi trffdng xung quanh. Can dffa ra nhffng che tai nghiem khac nham ban che nan cheo keo, ep gia, nhffng hanh vi Iffa dao... tai cac diem du lich tren dia ban Thanh pbd'.Q
TAI LIEU THAM KHAO
1. Sd Du lich TP. Hd Chi Minh (2017). Bdo cdo hoqt ddng kinh doanh du lich ndm 2017, dinh hudng ndm 2018
2. Bojanic, D. C. (1996). Consumer perceptions of price, value and satisfaction in the hotel industry:
an exploratory study, Journal article: Joumal of Hospitality & Leisure Marketing, 14(1), 5-22 3. Dwyer, L., Forsyth, P. and Rao, P. (2002). Destination price competitiveness: Exchange rate changes vs inflation rates, Journal of Travel Research, 40 (February), 340-48
4. Dwyer, L., & Kim, C. (2003). Destination Competitiveness: Determinants and Indicators, Curent hues in Tourism, 6(5), 369-414
5. Lee, C. K., Var, T., and Blain, T. (1996). Determinants of inbound tourism expenditures, Annals of Tourism Research, 23(3), 527-42
6. Mihalic, T. (2000). Environmental Management of a Tourist Destination Tourism Management, 21 (April), 65-78
7. Murphy P., Pritchard, M., and Smith, B. (2000). The destination product and its impact on traveller perceptions. Tourism Management, 21 (1), 43-52
8. Zhu, Y., Zhu, Q., & Zhu, Z. (2013). Modeling, Evaluation and Analysis of Tourism Destination Competitiveness: A Case Study of the Yangtze River Delta of China, Asia Pacific Joumal oj Tourism Research, 19(S), 932-949
