TAP CHi GONG THIJtiNG
CAC YEU TO ANH HlJOfNG DEN NANG LlJC CANH TRANH DIEM DEN
DU LICH TINH DONG THAP
• N G U Y I N THANH LONG - LE HOA HIEP
TOiVI TAT:
Muc tieu cua nghidn cu'u la nghidn cu:u ve nang lUc canh tranh diem de'n du lich va cac nhan td anh hu'dng dd'n nang \dc canh tranh diem dd'n du lich tinh Dong Thap, qua do dB xua't cdc giai phap nham nang cao nang life canh tranh di^m dd'n du Hch tinh Dong Thap. Kd't qui phan tich diTa vao phan mem SPSS bao gom: (l)hd so'tin cay Cronbach's Alpha va (2) phu'dng phap phan tich nhan to kham pha EFA, phan tich hoi quy bpi. Du" lieu phan tich diTa vao so ti$u thu thSp difOc tu' 491 bang cau hoi khao sat hdp Id. Tif kd't qua nghidn ciJu ta thd'y rang nang life canh tranh diem dd'n du lich tinh Dong Thap chiu siS tac dgng cua cac yd'u td', g6m: tai nguyen du hch, gia, nguon nhan Itfc, quan ly diem, cd sd ha tang, san pham du Hch va hinh anli diem dd'n.
Tuf khoa: Du lich, did'm dd'n du lich, nang li/c canh tranh, tinh Dong Thap.
1. Ly do nghien cu'u
Nam trong viing du lich dong bang song CiJu Long (DBSCL), tinh Dong Thap du'dc danh gia la cd tiem nang phat tnen du lich kha cao, vdi nhieu tai nguyen du lich doc dao, ha'p dan, nhif:
Vifdn Qud'c gia (VQG) Tram Chim - Tam Ndng, khu da't ngap ntfdc quo'c td' thu' td cua Viet Nam va la khu Ramsar thii' 2 000 cua the' gidi, khu du lich (KDL) Smh thai Gao Giong, lang hoa - kid'ng Sa Dec. khu di tich (KDT) Xeo Quit, KDT Nguydn Sinh Sac, KDT Go Thap, Nha co Huynh Thuy Ld; ciing vdi kha nhieu lang nghe truyen thd'ng noi tid'ng nhtf Chid'u Dinh Yen, Nem Lai Vung, Ddt Choang Long Khanh,,. Tuy nhidn, so vdi cac tinh cd dieu kidn du lich ttfdng ttf trong vung DBSCL thl kha nang thu hiit ciing nhtf phat trien du lich ciia Dong Thap van con ra't tha'p va van chtfa phat trien ttfdng xiing vdi nhu'ng tiem nang trdn.
Nguydn nhan nao lam cho du lich linh Dong Thap trong nhieu nam lien khong vtfdt qua dtfdc cac do'i thu canh tranh trong viing DBSCL nhtf
tinh Tien Giang, Can Thd? Phai cd chinh s^chva giai phap nhtf thd'nao de Du lich tinh Dong Thap cai thidn dtfdc va nang cao dtfdc vi thd'canh tranh diem dd'n trong bo'i canh canh tranh gay gatt^
cac dia phtfdng trong vung? Vi vay, vide di sSii nghien ctfu, danh gia dung thtfc trang nang liic canh tranh di^m dd'n cua Du lich tinh Dong Thap, ch) rd did'm manh, ban chd' va nguydn nhin, tif dd de xua't quan diem va khuyd'n nghi chinh sSch va giai phap nang cao nang Itfc canh tranh diem den cua Du lich tinh Dong Thap la rat cap thiet.
Do dd, tac gia nghien ctfu "Cac yd'u td'dnh hi/6ng de'n nang Itfc canh tranh did'm de'n du Ijch tinh Dong Thap" cd y nghia ca'p thid't va hi vongse gdp phan nang cao nang Itfc canh tranh diemden cua du lich tinh Dong Thap, ddng gdp vao phai tnen du lich cua viing va du lich Viet Nam trong thdi gian tdi.
2. Cd sd ly thuye't
2.1. Khdi niem ve diem de'n du lich Dinh nghia cua UN-WTO (nam 2004): "Diem de'n du lich la mot khong gian vat chat ma d"
238 So n -Thang 6/2019
QUAN IR| - qUAN IV
khach d lai it nhat la mot ddm. Nd bao gom cac san pham du lich nhtf cac djch vu hd trd, cac diem de'n va tuye'n di^m du hch trong thdi gian mot ngay. Nd cd cac gidi ban vat chat va quan iy gidi han hlnh anh, stf quan ly xac dinh tinh canh tranh trong thi trtfdng Cac 6\im dd'n du lich dia phtfdng thtfdng bao gom nhieu ben hilu quan nhtf mgt cong dong to chtfc va cd the' kd't nd'i lai vdi nhau de tao thanh mdt diem de'n du lich ldn hdn". Luat Du lich (2017) da dtfa ra khai nidm ve did'm den du lich: "Diem du lich dtfdc hieu la ndi cd t^i nguydn du lich ha'p dan, phuc vu nhu cau tham quan cua khach du Hch".
2.2. Khdi niem ve ndng li/c canh tranh diem den du lich
Hassan (2000) dinh nghTa rang
"nang Itfc canh tranh ciia mdt didm de'n du lich la kha nang cua diem dd'n tao ra va tich hdp cac san pham cd gia tri gia tang, bao ton dtfdc tai nguydn ddng tbdi duy tri dtfdc vi the' canh tranh cua mlnh so vdi cac dd'i thu khac". Croes (2011) dinh nghTa"Nang Itfc canh tranh lidn quan dS'n kha nang tao ra va duy tri mot san pham cha't Itfdng cao".
2.3. Mo hinh nghien cdu de xud't vd cdc gid thuye't nghien cdu
2.3.1. Mo hinh nghien cdu di xud't Nghidn ctfu tdng hdp cac mo hinh nghidn ctfu irtfdc cua cac tac gia trong va ngoai ntfdc nhtf:
Dwyer va Kim (2003), Craigwell va More (2008), Thai Thi Kim Oanh (2015), Nguydn Thanh Long (2016), Ngd Ngoc Hau (2017), Bui Thi Tam va cOngstf (2017), Nguydn Thi Quynh Htfdng (2018) va cac tac gia trong va ngoai ntfdc khac da dtfdc nghien ctfu thtfc nghidm va kiem djnh thdng qua phan tich va khao sat thtfc tien, Ttf vide tdng hdp cac nghidn ctfu ve nang Itfc canh tranh cua diem den du hch cua cac tac gia trong va ngoai ntfdc, cd the xdp cac yd'u td' tac ddng dd'n nang Itfc canh tranh diem dd'n du lich tai tinh Ddng Thap, gdm:
(I) Tai nguydn du lich, (2) Nguon nhan Itfc, (3) San pham du lich tai did'm dd'n; (4) quan ly diem de'n du lich; (5) Hinh anh diem den; (6) Cd sd ha tang va cd sd vat cha't ky thuat phuc vu du lich; (7) Gia, va;
(8) Nang Itfc canh tranh did'm dd'n du lich. Trong do. 7 nhdm dau dtfdc xac dinh la cac bid'n dpc lap, nhdm thtf 8 la bie'n phu thupc.
Hinh 1: Mo hinh quyet djnh chgn diem den du hch
Ngudn Tdc gid tong hgp. 2019
2.3.2. Cdc gid thuyet nghien cdu Gia thuyd't nghien ctfu:
* Hj. Tdi nguyen du lich tdc dong cung chieu den ndng luc canh tranh diem den du lich
* H2: Nguon nhdn luc du lich tdc dgng cung chieu de'n ndng tUc canh tranh diem den du lich
* Hj: Sdn phd'm du lich tdc dong cdng chieu de'n ndng life canh tranh diem den du hch.
* H4: Qudn ly diem den du lich tdc dong cdng chieu den ndng liXc canh tranh diem de'n du lich
* H^: Hinh dnh diem de'n du lich tdc dong cung chieu de'n ndng life canh tranh diem den du lich
*H^: Co sd hg tdng vd ca sd vdt chat ky thuat du lich tdc dong cdng chieu de'n ndng lUc canh tranh diem den du lich
* Hy: Gid cd tdc dong cdng chieu de'n ndng luc canh tranh diem den du lich
2.4. Phddng phdp nghien cdu
Dtf lieu dtfdc danh gia thdng qua 2 cong cu chinh: (1) hd so'tin cay Cronbach's Alpha va (2) phtfdng phap phan tich nhan to' kham pha EFA. He so' Cronbach's Alpha dtfdc siJ dung trtfdc de loai cac bid'n khdng phii hdp. Cac bie'n cd he so' ttfdng quan bie'n tdng (item-total correlation) nhd hdn 0,30 se bi loai va tidu chuan chpn thang do khi nd cd do tin cay alpha ttf 0,60 trd Idn (Nunnally va Burnstein, 1994 dtfdc trich bdi Nguydn Dinh Thp va Nguydn Thi Mai Trang, 2007).
Theo nhidu nha nghidn ctfu, kich thtfdc mau cang Idn cang td't (Nguydn Dinh Tho, 2012).
So 11-Thdng 6/2019 239
TAP CHJCONfi THIfdNG
Hair va ctg (2006) trich bdi Nguydn Dinh Thp (2012) cho rang dd' sij" dung phan tich nhan td kham pha (EFA), kich thtfdc mlu td'i thieu phai la 50, td't hdn la 100 va ti Id quan sat/bid'n do Itfdng la 5:1, nghTa la 1 bid'n do Itfdng can td'i thieu 5 quan sat.
Ngoai ra, theo Tabachnick va Fidell (1991) trich bdi Nguydn Dinh Thg (2012), de phSn tich hdi quy dat dtfdc kd't quS td't nha't, thi kich thtfdc mSu phai thda man cong thtfc tinh kich thtfdc mau: n > 50 -i- 8 p. Trong do, n la kich thtfdc mau td'i thie'u va p la so' Itfdng bid'n dpc lap trong md hinh.
Cu the', trong md hinh nghien ctfu tac gia de xua't cd 7 bid'n doc lap ttfdng dtfdng 35 bid'n quan sat cd the dtfdc siJ dung trong phan tich nhan to' kham pha. Ta tinh dtfdc sd' mau td'i thieu can thid't cua nghien ctfu la 35 x 7 = 245. Nd'u dtfa theo cdng thtfc n > 50 -H 8 p ta tinh dtfdc n > 50 -i- 8 x 7= 106.
Do EFA ludn ddi hoi kich thtfdc mau Idn hdn nhieu so vdi dung hdi quy ndn ta chpn kich thtfdc mau td'i thieu n = 245. Nhtf vSy, so' lidu dtfdc thu thap dam bao thtfc hidn td'tmd hlnh nghidn ctfu.
Thang do Likert 5 mtfc do dtfdc s^ dung de do Itfdng cac khai nidm nghidn ctfu trong md hlnh phan tich nhin td'vdi mtfc dd ttf 1 dd'n 5 (vdi l:Hoan to&n khdng ddng y dd'n 5: Hoan toan ddng y).
Bang 1. Cac yeu to sii dung trong mo hinh
Bien
F1 F2 F3 F4 F5
F6
F7
Y
•
"ren yeu to
Tai nguyen du Ijch Nguon nhan luc du lich San pham du hch Quan ly diem den du l|Ch Hinh anh diem den du hch Co sd ha tang va co scl vat chat ky thuat du hch
Giaca
Nang luc canh tranh diem den du lich
Tong
Sdbieh quan sat 5 5 5 4 4
5
4
3
36 Ngudn: Tdc gid tong hgp, 2019
3. Ke't qua nghien cli'u
Dtf Iidu phan tich dtfa vao so'lieu thu thdpdircjc ttf 491 bang cau hdi khao sdt hdp Id.
3.1. Ket qud kiem dinh dq tin cay cua thangdo vd phdn tich nhdn to EFA
Ke't qua kiem dinh do tin cay cua thang do:
Thang do cac yd'u td'anh htfdng dd'n nang Itfc canh tranh did'm dd'n du lich tinh Dong Thap, h^ sfi Cronbachs Alpha tdng cac thang do thanh phan deu ldn hdn 0,7 (> 0,7) cho tha'y thang do dtfcic ^d dung la tdt (Cronbach LJ, 1951), (Nunnally JC&
Burnstem, 1994), (Nunnally JC, 1978). Cac he so ttfdng quan bid'n - tdng deu ldn hdn 0,3 nen khong bid'n nao bj loai khdi md hlnh (Bang 2).
Nghien ctfu s& dung phtfdng phap riit trich cac thanh phan chinh (Principal components) vdi phtfdng phap xoay nguydn gdc cac nhan to (Varimax) va chi nhtfng nhan to nao c6 eigenvalues Idn hdn 1 mdi dtfdc gitfa lai trong mo hinh phan tich.
Kd't qua phan tich EFA cho tha'y. He sotainhSn to (Factor loading) deu > 0.5 ndn chiing cd y nghia thid't thtfc. Mdi bid'n quan sat cd sal bidt ve he so tai nhan to' deu > 0.3 ndn dam bao stf phan biSt giiJa cac nhan td. He so' KMO > 0.5 phan tich nhan to'la can thid't cho dtf lieu (Hairva cdng sif, 1998).
Thd'ng ke Chi-square cua Kid'm dinh Bartlettdal gia tri mtfc y nghia la 0.000 (Anderson va Gerb- ing, 1998). Do vay, cac bid'n quan sat cd ttfdng quan vdi nhau xet trdn pham vi tdng thd'. Do dd, md hinh nghien ctfu gdm cd 7 bid'n dpc lap va 1 bie'n phu thudc dtfdc hinh thanh nhtf ki vpng ban dau ciia tac gia (Xem Bang 2).
3.2. Kei qua phdn tich hoi quy tuyen tinh Ke't qua phan tich hdi quy tuyd'n tinh cho thay he sd R^ hidu chinh la 54.4%, he so' mtfc y nghia cua md hlnh {Sig.F = 0,000) < mtfc y nghTa 5%.
Dieu dd cd y nghia la stf ke't hdp cua cac bi^n d6c lap hidn cd trong md hinh cd thd' giai thich diTOc stf bid'n thien cua bid'n phu thudc. Mo hlnh hoi quy tuyd'n tinh da xay dtfng la phii hdp vdi tap dii lieu hien cd. Hd sd Durbin-Watson va he sd VIF cua mo hinh cho tha'y hidn ttfdng ttf ttfdng quan va da cdng tuyd'n khong dang kd'. Ke't qua phan tich con cho thay, cac bid'n dtfa vao mo hinh thi deu c6 y nghTa thd'ng kd.
Kd't qua md hinh hdi quy phan tich stf anh htfdng cua cac bie'n doc lap ddi vdi bid'n phu thuoc the hidn tai Bang 4.
Phtfdng trinh hdi quy the' hidn nang Itfc canh
240 So 11 -Thang 6/2019
guANTm-qnANiv
Bang 2. Kiem djnh thang d o Cronbach's Alpha c d c thang d o v a Ke't quo phdn tich EFA VTutff
Tai nguyen du lich Ngudn nhan luc du lich San pham du hch Quan ly diem den du Ijch Hinh anh diem den du lich
Co sd ha tang va co sd v|t chat ky thuat du lich Giaca
Nang lUc canh tranh diem den du lich
Bien quan sat 5 5 5 4 4 5 4 3
Cronbach Alpha 0.897 0.837 0.787 0.859 0.750 0 898 0 861 0.869
KMO 0.838
0 733
eigenvalues 1.276 > 1
2.354 > 1 NguSn: Ke't qud phdn tich. 2019
Mo hlnh
1 H^s^R
.742a H$so
R'
.550 Bang
H$scfR'- hi$u chinh
.544
3. Bang torn laoc m o hinh hoi quy Sal SO
chu^n alia udcludng .48410
Thong ke thay ddi H#soR'
sau khi doi 544
HfSffF khi doi 84 376
B§c tudol 7
B$c tudo2
483 H$so Durbin 'Watson 1 667 a Bien dgc lap. (Hang so), Tai nguyen du lich, gia, Nguon nhan lUc, quan ly diem, CO sd ha tang, san pham du hch, hinh anh diem den
b BIgn phu thu6c: Nang luc canh tranh diem den
Nguon: Kei qud phdn lich, 2019
Bang 4. Bang ket qua mo hinh hoi quy
M6 htnh
Hang so Tai nguyen du lich Nguon nhan luc du lich
San pham du iich Quan ly diem den Hinh anh diem den Co sd ha tang
Gia
H$ so chua chuan hoa B
-.550 .264 .177 .101 .162 089 134 .257
Sal so chuan 235 .036 045 .034 031 .036 .033 037
H$ sdchuin hoa Beta
.303 136 .092 .161 .078 147 264
t
-2.343 7.269 3.925 2.984 5.174 2.503 4.009 6.977
Sig.
.020 .000 .000 .003 .000 .013 .000 000
Thong ke da c$ng tuyen H$so Tolerance
538 .770 .974 .964 .965 695 653
H^ sff VIF
1860 1.298 1.026 1.037 1.036 1439 1.532 Bien phu thuoc: Nang lUc canh tranh diem den
Ngu, : Ke! qua phan tich, 2019
So 11 -Ttidng 6/2019 241
TAP CHi CONG THIfdNG
tranh diem dd'n du lich dtf doan theo ta't ca cac bid'n 4. Kd't lu§n va di xuS't
doc lap la: Ttf ke't qua nghidn ctfu ta tha'y rang nang IKC Nang Itfc canh tranh did^m de'n du lich = canh tranh die'm dd'n du Ijch tinh Dong Thap chiu -0.555+ 0.264 (Tai nguyen du lich) stf tac dpng cua cac yd'u to" tai nguydn du Ijch, + 0.257 (Gia) gia, nguon nhan Itfc, quan ly did'm, cd sd ha tang, + 0.177 (Ngu6n nhSnluTc du Ijch) san pham du lich, hinh anh diem de'n, tuy nhien + 0.162 (Quan ly did'm de'n) stf tac dgng nay cua cac yd'u td' khdng giong + 0.134 (Ctf soTha tang) nhau. Kid'm dinh gia thuyd't cua nghien ctfu da + 0.101 (San pham du lich) dtfdc khang dinh nhtf sau: "tai nguydn du Hch"
+ 0.089 (Hinh anh diem dd'n) cang ha'p din sd tao ndn nang Itfc canh tranh Kd't qua ciing cho ta tha'y dtfdc mtfc do lac dgng diem dd'n cang cao. Gia san pham du lich hijp cua cac bid'n ddc lap dd'n nang Itfc canh tranh diem tao ra stf thu hut va nang cao nang Itfc canh tranh dd'n dulich: bid'n tai nguydn du Hch co he so'beta cua diem de'n. Ben canh dd la nguon nh^nlifc la 0.264, bie'n gia cd he s6' beta la 0.257, bid'n du lich cung dong vai tro quan trong trong quS nguonnhan Itfcco he so'beta la 0.177, bid'n quan trinh tao nang Itfc canh tranh cua tinh Dong ly diem dd'n cd he so'beta la 0.162, bie'n cd s6 ha Thap. Chinh vi vay, Tinh can cd nhffng chinh tdng CO he so'beta la 0.134, bid'n san pham dulich sach hidu qua trong qua trinhdau ttf va phattrien CO he so'beta la 0.101 va bid'n hlnh anh diem dd'n du lich nham nang cao nang Itfc canh tranh trong CO he so' beta la 0.089. thcfi gian tdi •
TAI LlgU THAM KHAO:
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242 S d n -Thang 6/2019
QUAN TR! - qUAN IV
13. Croes. R. (2011). Measuring and explaining competitiveness in the context of small island destinations. Journal of Travel Research, 50(4), 431-442
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Ngay nhan bai: 1/5/2019
Ngay phan bien danh gia va su'a cht7a: 11/5/2019 Ngay chd'p nhan dang bai: 21/5/2019
Thong tin tdc gid:
1. TS. NGUYfeN THANH LONG
Khoa Quan tri Kinh doanh , Trrfcfng Dai hoc Cdng nghiep Thanh phd' H 6 Chi Minh 2. Hpc vien cao hpc LE HOA HIEP
Trtf&ng Dai hpc Cong nghe Thanh pho'Ho Chi Minh (HUTECH)
FACTORS IMPACTING THE TOURISM DESTINATION COMPETITIVE CAPACITY OF DONG THAP PROVINCE
• Ph.D NGUYEN THANH LONG
Faculty of Business Administration, Industrial University of Ho Chi Mlnh City
• Postgraduate LE HOA HIEP Ho Chi Minh City University of Technology
ABSTRACT:
Tills study is to identify the factors impacting on the tourism destination competitive capacity of Dong Thap province to propose solutions to improve the provincial tourism destination competitive capacity. The study was carried out by analyzing the study's data with the SPSS Statistics, Cronbach's Alpha, Exploratory Factor Analysis and the muhiple regression analysis. The study's data was collected from 491 valid questionnaires. The study's results revealed that the tourism destination competitive capacity of Dong Thap province is impacted by the tourism resources, price, human resource, tourism destinadon management, infrastructure, tourism product and image of destination factors.
Keywords: Tourism, tourism destination, competitive capacity, Dong Thap Province.
So 11-Thdng 6/2019 243
