Chujen muc: Du Ijch - Quan ly TN & MT- - TAP CHI KINH TE & QUAN TRI KINH DOANH SO _^lU^
C H A T LUONG DICH VU HOMESTAY TAX KHU DU LICH H 5 BA BE, TINH BAC KAN
Ngo Thi Hu'0ng Giang', Nguyfo "" ''
Tom tat
Dich vii homestay Id mdt loai hinh dich vu phdt tnen khd nhiiu trong nhiing ndm gdn dd} Loai hmh luu tru ndy da gdp phdn khdng nhd cai ihien vd ndng cao ddi sdng cua cu ddn ban dia a nhiiu dia phuong trong do cd khu du hch Hd Ba Bi. Tuy nhien di phdt g-ien lau ddi, dich vu homestay cdn phai cai ihien vd ndng eao chdt luang de tdng kha ndng cgnh tranh vdi cdc dich vu luu tni khdc nhu khdch san, nha nghi Nghien ciru ndy tap trung ddnh gid chdt luang dich vu homestay qua 5 neu chi cua md hinh SERVQUAL vi chdt luang dich vu cua Parasuramon Dd tm cay, do cam thdng, dd ddp img, do bao ddm vd phuong aen hiiv hinh Tren ca sd khdo sdt 400 du khdch din tham quan vd luu trii lgi khu du hch Hd Ba Be vi chdt lugng dich vu homestay. nghien cuu dd ddnh gid thue g-ang chdt luang dich vu homestay a khu du hch ndy, chi ra nhung hgn chi vd nguyen nhdn ctia nhung hgn che Tren ca sa dd, hdi bdo dd di xudt mdt sd gidi phdp nhdm ndng cao chdt luang dich vu homestay trong thai gian tdt.
Tii- khoa: (^hdl luang dich vu, homestay. chdt luang dich vu homestay, homestay tgi hd Ba Be, hd Ba Be . QUALITY OF HOMESTAY' S SERVICE AT BA BE TOURISM AREA
BAC KAN PROVINCE Abstract
Homestay is a type of service that has developed quite a lot in recent years This type of accommodation has contributed significantly to improve and raise the level of life standard among the local people including Ba Be Lake lourism area However, for fiirlher development, homestay service needs to improve and increase it's quality in order to compete with other accommodation services, such as hotels, motels, etc This study focuses on assessing the quality of homestay services through 5 cnterias of SERVQUAL in the model of Parasuraman's service quality. Reliability, empathy, response to customer's demand, assurance and tangible facibties. Based on the sui-vey of 400 tourists, who already visitted and stayed at Ba Be tourism resort, about the quality of homestay sei-vices, the study evaluated the real siluahon of homestay service quality in this area, and showed the hmitations and the reasons for them. Based on thai, the article proposed some solutions lo improve the quality of homestay services m the future.
Key woi'ds: Service quality, homestay, homestay service quality, homestay at Ba Be Lake, Ba Be Lake.
JEL classification H31.H42
I. fiat van de dich vu. cd dich vu luu tni va an udng nhung Ho Ba Be n ^ a tmng tam Vudn quoc gia chat luong tiiap, cac dich vu \ui chai, giai tri va Ba Be. vdi ve dep thicn nhien himg vT va nhirng trai nghiem rat it, ket cau ha tang chua theo kip net rieng rat khac bicl, thang 3/1995, Hdi nghi vdi nhu cau phat tnen kmh tc du hch, chua dam quoc le vc ho nude ngot to chuc tai M} da xep bao cho Ihi tmdng dich vu du hch duoc hinh ho Ba Ba la 1 trong 20 ho nude ngot tu idiien dep thanh va phat tnen thuan tien Do thieu rat nhieu nhSl tha gidi ckn duoc bao ve. Dan nam 2012. hd loai hinh dieh vu nen tbdi gian luu giu khach du Ba Be da duoc cdng nhan la Di tich danh t h ^ g hch rai ngan, nhicu khach khdng d lai qua dcm Qudc gia dac biat Mac dii cd ngudn tai ngu}en Homestay la loai binh dich vu luu tni xuat du lich tu nhian. du lich van hda. du lich lich su - hicn tai Viet Nam da kha lau. tu} nhien nhiing lam hnh: du hch nghien ciru - kham pha. cd nam gan da} tai khu du hch Hd Ba Ba. iinh B^c nguon tai ngu}en ddt va lai nguyen ning rat Kan. loai hinh na\ mdi phat tnan va mdi chi phong phu vii da dang, Nhiing nam gan day da mang rinh hr phat nhung da gdp phan khdng nhd thu hill duac nhieu luat du khach den tham quan. trong viae nang cao thu nhap va cai thicn ddi trong dd ed khoang 5% la du khach ngudi nude sdng cua mdt sd hd cu dan ban dia De nang eao ngoai. luong khach tuong doi dn dinh giiia eac kha nang caidi tranh \ a thu hut cac du khach den thang trong nam va tang dan deu qua cac nam \oi homestay Jrong didi gian qua. . ,••,, chu
|4| Tu\' nbicn. du lieh ho Ba Be con rat ngheo homestay da nd luc de nang cao chai dich
Chuyen i : Du lich - Quan ly TN & MT - TAP CHI KINH TE & QUAN TRI KINH DOANI I SO 11 (2019) vu nhu: Phat tnen eac dich vu mdi, tham gia cac
khda dao tao ng4n ban de nang cao chat luong phuc vu, dau hr sua chiia.. Tuy nhian de nang cao chat luong dich vn homestay d khu du lich ban niia va vdi "thai dai cua khach hang" thi rat can danh gia chat lugng dich vu homestay tir gdc do eiia du khach, tir dd giiip cae ehii homesta}' dua ra nhiing giai phap nham nang cao ban niia chat luong dich vu homestay. Tir thue tien na\.
nhdm nghien ciiu da hen hanh danh gia thuc trang chat luang dich homestay o khu du lich Hd BaBe
2. Tong quan tai lieu nghien cuu Doi vdi trong nude ciing da cd cae cdng trinh de cap den van de chat luong dich vu homestay nhu Ngu}en Qudc Nghi (2013) [3]. da lien hanh nghien ciiu ve thuc trang tham gia td chiic dich vu Homestay cua cdng ddng d khu vnc Ddng bang song Cuu Long, ddng thdi idian dinli nhiing nguyen nhan, han che anh hudng den su' phat tnen eiia loai hinh dich vu Homestay tai cac cd lao. tac gia da da xuat cac giai phap phat tncn loai hinh dich \n Homesta} tai eac cu lao nhu Tao lien ket chat che "3 nha" giiia nha dan. nha nude va nha doanh nghiep du lich. Nang eao trinh do chuyen mdn, nghiep vu eiia cdng ddng cung ling dich vu du hch. Sang tao cac san pham dich vu mdi la, dac thii, Xa>' dung chian luge quang ba hinh anh djch vu Homesta}- mang rinh chu}en nghiep. Ngoat ra edn cd cdng trinh nghien ciiu kha tieu bieu khac cua tac gia Bin Thi Le (2013) [2], da tien hanh nghian ciru eac dieu kien phat trien loai hinh djch vu Homesta}
lai hu}'en dao Ly Son. tir dd dua ra cac giai phap nhu Cac cap chinh qu}en. cac nha dau tu can cd nhirng kc hoach, chinh sach phat trian ngan han ciing nhu dai han trong viec dau tu. nang cap co sd vat chat, cd sa ha liing \a dieh vu du lich phuc vu cho dich \n homestay Ben canli dd, ciing can ed nhiing ke hoach nang cao trinh dd chuyen mon ciia cdng ddng dia phuong vi day la thanh phan tmc liep phuc vu chg nhu cau ciia khach dich vu homesta}' LV Son ciing nen cd cac chinh sach trong qua trinh quang ba. xuc lien hinh anh tren cac phuang lien thdng tin dai chung da dich vn Homesta}- nga.}- cang thu hiit khach du lieh den vdi dao Ly Son
Ddi vdi cac cong trinh nghien cii'u ngoai nude ed: Noriida Hanim Mohd Salleb (2014) [10]. trong bai viet ''Chuang trinh homestay a Malaysia Ddng luc cho .su tham gia vd tdc ddng suphdt tnen" da xac dinh eac dac diem va \eu id anh huong den su tham gia va nhan thirc cua cac nha khai thac homesta} ve lac ddng ciia phat
tnen homesta} ddi vdi cdng ddng dia phuong g Jghor Cac cdng eu nghien cuu duoc su dung la bang cau hoi va phong van tmc riSp tai 8 khu -^-uc homestay Idn, Nghien ciiu nay chg tha}- phSn Idn cac nha khai thac tai Johor tham gia chuong trinh homestay la cac nha khai thac toan thdi gian Su tham gia eua hg duge thuc day bdi cac yeu to khac nhau nhu mong mudn trd thanh nha dieu hanh, khuyen khich tir cdng ddng. gia dinh ^-a hiep hdi cung nhu khuyen khich eua chinh phu.
Tac gia Emma Acblen (2014) [8J. trong nghian ciru ''Chuong trinh homestay la cdng cu tiim ndng de phdt then du hch bin vurig'^ Nghien cim trudng hap cua Kiangan, Philippines" da han hanh nghien ciiu dinh linh da cd dugc su hieu biel ban va sau sac ban va du an homestay a Kiangan Phan tich eho thay kat qua la ed su lien quan va tac ddng cua sang kien na}' ddi vdi cdng ddng dia phuang, Ca rich cue va hau cue tran cac khia canh nliu: kinh te, mdi tm'dng va xa hdi. Sii dung homestay duac xem nhu mdt cdng cu de phat trien du hch ben viing, Mukunda Kumar Chheln (2015) [9). trong nghien cim "Nghien ciru ve homestay d Idng Dalla vd tinh ben virng"
da nghian ciiu \a phat hien ra rang cac hoat ddng homestay d lang Dalla da tac ddng den cdng ddng dia phuong, Tac ddng Idn nhat dan moi tmdng va va su giau cd ciia cac gia dinh, 3. Mot so khai niem cff ban va phuffng phap nghien ctiu
Dich vu Homestay- Theo Nghi dmh sd 92 cua Chinh phu 111 qu}' dinh chi riet thi hanh mdt sd dieu cua Luat Du hch ve luu tni du rich, da dua ra khai mem "Nha d eo phdng cho khach du lich thue (homesta}) la nai sinh song ciia ngudi so hiiu hoac su dung hop phap trong thdi gian eho thuc luu tni du hch, cd trang thict bi. lien nghi eho khach du lich thue luu tni. co tha cd dich vn khac theo kha nang dap irng cua chu nha'' Theo each ticp can ve khai niem a tran cd tha thay dich vu homestay la dich vu luu tni va sinh hoat chung
Chdt luong dich vu Tren co so ticp can eiia Parasuraman va cac cdng sir (1988) [6] \t khai mem chat luong dich vu" "Chdt luang dieh vu Id khocing edch gma mong dai ciia khdch lidng vd nhdn thirc eua ho khi da sir dung qua dieh vu"
Tiep can theo Parasuraman va cae cdng su (2009) [5J. nghien ciiu tien hanh "do luimg chdt lugng dich vii thdng qua viec so sanh .su ky vgng cua khdch hdng trudc mdt dich vii vd cam nhdn cua khdch hdng ve dieh vu thuc su duac chiiyHn giao"
Chu>cn muc: Du Ijch - Quan ly TN & MT- - TAP CHJ KINH TE & QUAN TRi KINH DOANH SO '
Cac tieu chi danh gia ch3t lu'ang dich vu:
Dd tin cav Su dap ling Su dam bao Su cam thdng Phuong tien hiiu hinh
Truyen mieng Nhu cau ca nhan
Kinh ni?
qua I
Ky vong vi dich \ u Cam nhan \ e
dich vu
Chat lu-OTigdit.1 cam nhan
Hinh I - Md hinh ddnh Ngudn sd heu; De danh gia chat luong dich vu homestay d khu du hch hd Ba Be. nhdm tac gia su dung ngudn sd lieu thir cap va so cap. Cac so lieu so cap dugc thu diap tir phiau diau tra Ddi tuang dicu tra la cac du khach su dung dich vu hgmcstay d khu du hch hd Ba Be. Nhdm ciiu lien hanh khao sat cac du khach thdng qua gui phicu khao sat lai cac ca sa homestay lit 01/
9/2019 - 30/10/2019 De xac dinh cd mau dieu tra du khach. nhdm nghian ciru sir dung cdng thii'C cua Slovin (1984. trich dan bdi Vd Tbi Thanh Ldc, 2010)
n=N/(l+N*c')
Trong dd' N' So quan sat tdng the, e. Sai sd cho phep, Nghien ciiu su dung miic chac chan 95%, bien sai sd 5%, Nam 2018, long sg luot khach den Hd Ba Be la' 71.000 (Sd Van hda The thao va Du lich Bac Kan, 2018), udc luong ty le vdi dd tin cay 95%, miic sai sd 5% Ap dung cdng thiie tren ta cd sd mau can lay la 397 Nhu vay, cd mau cho nghien ciiu la 400 du khach
Md hinh ddnh gid chdt luong dich vu homestay a khu du hch hd Ba Be Nhdm nghien ciiu sii dung theo md hinh SERVQUAL ve chat lugng dich vu cua Parasuraman [7] Cae rieu chi danh gia chat luong dich vu homestay nghien ciru nay su dung bao gdm:
- Do tin cay La ehi tiau lien quan den u} tm cua dieh \u. dieh vu ludn san sang, phuc voi diing thai gian dat phdng. su cung cap phai gidng nhu trong quang cao. Idi gidi thieu, su bira hen cua homesta},
- Su dap ling- Ha thdng dat phdng da tiep can. phuc vu du khach mdt each nhanh chdng.
hang bai khdng da kliach hang chd lau Trong trudng hop dich vu bi sat bong phai phuc bdi nhanh chdng dc khdng lam mat di cam giac rich cue cua khach vc dich \u.
- Su dam bao, Du khach cam tha} an toan khi su dung cac trang thiet bi cua homesta}'. du khach ludn duoc dam bao an nmh. an loan cho nguai vk tai san ca nhiin. nhan \ icn phuc vn eua homestay cd
gid chdt luong dich vu
Ngudn. Parasuraman va cac cdng sir (2009) [5J du kian dure \a hiau biet de giai qu}'et dugc cac van de phat sinh \a nhan vien homestay- ludn niem na. lich su va ton trgng du khach
- Su cam thdng: Su cam thdng die hian qua viec quan tam, cham sdc den tirng ca nhan, khach hang, bao gdm kha nang ticp can va nd luc tim hieu khach hang, cd thai do tich cue khi nhan duge phan hoi va cung cap diue don tgt cho siic khde
- Phuang ticn hiiu binh La vc ngoai eiia co sd vat chat, trang thiet bi ciia ca sd homestay va ddi ngii nhan vien trong each di lai va img xir.
dugc tha hien thdng qua' Co sd homestay co vi tri toa lac thuan tien, mdi tmdng thich hgp chg thu gian, phdng ngu sach se, cd dau an van hoa dia phuang trong thiet ke homestay.
Da danh gia chat lugng dieh vu homestay, nghien ciiu sii dung thang do Likcrt 5 cap dd cho eac cau hdi eiia eac lieu ehi Diem tmng binh ciia moi tieu ehi se duoc diing dc danh gia chat lugng dieh \'ii homestay ciia ddi luong duac khao sat Khi hen hanh phan tich thdng ke md la. nhom nghien ciru su dung lieu chi danh gia tmng binh Mean vdi thang do Likert 5 diam. Y nghia ciia tirng gia tri tmng binh eiia thang do Gia tri tmng binh til 1,00 - 1,80 ed y nghia chdt lugng DV homestay rat kem; Tir 1.81 - 2.60 cd y nghTa chat lugng DV hgmestay khdng tdt, Tir 2,61 - 3.40 eo }'- nghia chat luong DV homesta} tmng binh: Tir 3,41 4,20 cd }' nghia chat luong dich vu homestay tdt; Tir 4,21 - 5,00 cd y nghTa chat luong djch vu homesta}' tuy-et \ ai
Phuang phdp phdn tich: Nghien ciru su dung phuang phap thdng ke md ta. so sanh 4. Ket qua nghien ciru
4.1. Khdi qudt ve khu du lich hd Ha He tinh Bdc Kan
Hd Ba Be nam a phia tay bac each thanh phd Bac Kan khoan 1995. Hd Ba Be da duge Hdi nghi the gidi, td chiic tai My. cdng nhai- 20 hd nude ngot dac bict cua the j
u\en Ba Be.
"' m Nam 'c ngot
rong
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Chuyen muc: Du lich - Quan ly TN & MT - TAP CHI KINH TE & QUAN TRI KINH DOANH SO 11 (2019) bao ve Nam 2004, vudn Qudc gia Ba Be dugc
cdng nhan la vudn di san ASIAN Nam 2011 duoc cdng nhan la khu RAMSAR (Khu RAMSAR la vung dk ngap nude cd dii dieu kien dap ling duac cae ticu chi lua chon eua mot \'img d3l ngap nude ed tam quan trong qudc tc dugc quy dinh trgng Cong udc Rainsar, Cdng udc Ramsar la mdt cdng udc qudc te ve bao tdn va su dung mdt each hop ly va thich dang cac viing dat ngap nude cd lam quan trong qudc te. dac biel nhu la nai cu tni eiia cac loai chim nude, diroc ky nam 1971 lai thanh phd Ramsar) thir 1938 ciia the gidi va la khu Ramsar thir 3 ciia Viet Nam.
Ngay 27/9/2012, Tliu tudng Chinh phu da ky
"Quyet dmh sd 1419/QD-TTg" xep hang Danh lam thang canh Hd Ba Be la Di tich qudc gia dac biet. Gia tn Idn nhat cua Hd Ba Be la canh quan dia chat ddc dao, gia tri noi bat ve dia chat dia
Bang 1: Sd luong khdch Iham quan
mao va gia tri to Idn ve da dang sinh hgc. Day la hd nude nggt thien nhien Idn nhdl Viat Nam Vdi canh quan thian nhien tuyet dep, ban sdc van hoa ddc dao. hd Ba Be la khu du lich smh thai, nghi dudng hap dan ddi v6\ du khach trong va ngoai nude [4].
4.2. Unh hinh ve du khdch tham quan Hd Ba BS Qua bang 1 eho tha}- sd luong khach du lich tham quan du lich Hd Ba Be da cd su chu}an bien tich cue qua cac nam, cu the nhu sau Tdng lugt khach nam 2017 lang so vdi nam 2016 la 25.9%. nam 2018 tang so vdi nam 2017 la 15,85% Khach ndi dja nam 2017 tang so vdi nam 2016 la 15,55%, nam 2018 lang 16,85%.
Khach quoc te nam 2017 so vdi nam 2016 tang rat cao la 60,09% tu\ nhian den nam 2018 so vdi 2017 lang la 12,4%.'
du hch hd Ba Be ndm 2016-2018
DVT. luot khach
Chi tieu Nam 2016 Nam 2017 So sanh (%)
Nam 2017/2016 Nam 2018/2017 So luot khach
Trong do -Khach noi dia -Khach quoc tc
48.680 40.066 8.614
61287 47,497 13,790
71.000 55.500 15,500
125.9 118,55 160,09
115.85 116.85 112,4 Ngudn. So r 'an hda. The thao
Hoat ddng kinh doanh du lich tai khu vuc Ba Be ngay cang thu hiit dugc su quan tam eua khach du lich la do dia ban du hch duge mo rong, ca sd ha tang va ca so vat chat ky thuat phuc VII du iich duac dau tu xa\ dung, eac di lich hch sii duoc khdi phuc. Iriing lu, tdn tao. nang cap lao nen nhiing chuyan bicn rd rat ve sd luong khach du lich den Ba Ba. Trong dd phai ka dan sd nha san duac ngudi dan kinh doanh Homerstay tai ban Pac Ngdi. Bd Lii va Coc Tdc duac tu siia dep vc binh thirc va lien nghi phu hop vdi nhu cau cua khach du lich, dac biet la khach du lich nude ngoai
vd Du hch Bdc Kan [4] va tdng hap ciia nhom nghien cim 4.3. Tinh hinh sd Iwffng vd doanh thu cua cdc homestay
Sd luong CO sd luu tni gia tang hang nam, dac biel la co sd luu tni homestay lang ca ve sd luong va ti le trong tdng sd ca sd luu tni Theo hinh 2 cho dia}' Nam 2016 sd luong homesta}' la 35 CO sd chiem 72,92% Iran tdng sd ca sd luu tni, nam 2017 la 42 eg sd chiem 76.4% tren tgng sd CO sa luu trii va dan nam 2018 la 49 co sd, chiem 79,03% tren tdng sd ea sd luu tni Cae homestay hicn nay 100% xep hang "Tiau chuan"
Don vj tinh Co sd
ggSii ' . o : =
Nam 2017 Nam 2018
•J Khach san
« Resort '••• Nha nghi du Ijch - Homesta}
Hinh 2: Thdng ke cdc ca sa hni trii tgi khu du hch hd Ba Be
Ngudn- So \ 'an lida. The lliao vci Du lich Bdc Kan [4] vd idng hop cua nlioiu nglvin cim So luong cua cae co sd homesta}' tang chu Ba, nguyen nhan- Vi ban Pac Ngdi cd vi tri dep.
veu d Thdn Pac Ngdi. Xa Nam Mau, Huyen Ba n^m sat ho Ba Be vdi loi kicn Inic nha san doc
Chuyen muc: Du Ijch - Quan ly TN & MT- - TAP CHI KINH TE & QUAN TRI KINH DOANH SO ' 2 0 1 ^ dao eua ngudi Ta}. Hau het cae bd gia dinh tai
day su dung chinh ngdi nha san eua minh de lam du lich cung vdi nhieu dieh vn thu hiit khach du hch Ddng thdi. So Tha thao, Van hda \a Du lich Bac Kan da cd nhung chinh sach ho tro ciing nhu lao dieu kien cho eac hd dan khi chon dich v-u homestay de kmh doanli. Do tmySn thdng phat man nen cdng tac quang ba va du lich Hd Ba Ba da cd hieu qua. vi va} tir cudi nam 2017. sd lugt khach tdi Hd Ba Ba nga} cang lang dac biel la luong du khach nude ngoai theo kieu du hch phuot bang xe ma} Thang 3 nam 2017, UBND tinh thdng bag chu tmong vc hd trg lai suat ngan hang chg ngudi dan va} vdn mo rong kinh doanh Bang 2: Doanh thu hogt dgng hni tni
LI t i c
, dor 4 n nh.^n ,ioat j tang dich vu du hch, trong dd nhan ni, nhiing du an mdi thu hiit duoc nhi dia phuong, khai thac tdt tai ngu\en
\ a nhan van de giii chan du kliach I • LI Qua bang bang 2 cho tha} D<.
ddng luu tni cua cac homesta\ o H.L qua cac nam. Cu the: Nam 2017 tang ^o \ oi nam 2016 la 45.3%. Nguven nhan nam 2017 tang cao so vdi nam 2016 la do lugt khach l^"',^"^^^^
25.9% va so ngav luu tni tang 1.^ -"•• ^''"" 2018 tang so vdi nam 2017 la 76.6% Ngu}'an nhan nam 2018 tang so vdi 2017 la do luot khach luu tni tang 15.85%, sd nga} luu tni tang 6,7% va don gia tang 42,9%
cua cdc homestay ten khu du hch hd Ba Be Chr tieu
1 So lircrt khach du hch (luot) 2. So ngay luu tru BQ (ngay/ngiroi) 3,Don gia luu tru theo quv dinh (dong/ngay/nguoi) 4 Doanh thu (tiieu dSng)
Nam 2016 48.680
1 3 70 000 4.429,88
Nam 2017 61 287
1 5 70.000 6 435,135
Nam 2018 71 000
1,6 100 000
11360
So sanh (%) 2017/2016
125,9 115,4 100 145,3
2018/2017 115,85 106,7 142,9 176,6 4.4. Ket qud dieu tra du khdch ve chdt luffng
dich vu homestay d khu du lich hd Ba Bi Phdn tich mdu nghien cuu Phdn theo gidi linh mau nghien ciiu gdm 55.8% nam va 44,2%
nu'- Ty le nay eho thay. mite do dai dien cua hai gidi trong mau gan nhu nhau. Phdn theo tudi.
phan Idn mau nghian ciiu cd do tudi dudi 22 chiem 24,5%, hi 22-44 chiem 48%, va hi 45 tudi trd Icn chiem 27,5%; Phdn theo trinh do vdn hda: mau nghien ciru cd trinh do dai hoc chiem da sd (52.1%), cao dang (14,2%). tmng hgc phd
Bang 3: Ket qua dieu tra cdc du khdch
Ngudn Tdng hgp vd tinh loan ciia nhom nghien ci'rii thdng (13,2%), tmng hoe ea sd (9,5%) va cac trinh dd khac 11,0%
Phdn tich do tin cay cua du Heu: He so Cronbach's Alpha eiia dii lieu deu Idn ban 0,8 va eao hon miic cho phep la 0,6, He sd tuong quan bien tdng Corrected Item-Total Correlarion eua eac bian quan sat deu > 0,3, tir dd cho thay cac khai niam nghian ciru dugc xay dung tir cac bien quan sat dau duoc chap nhan va sc dugc sir dung trong phan tich tiep theo
ve ddnh gid chat luong dich vu homestay Cam nhan (PS) Ky vong (ES)
STT Gia tri
trung binh Do lech
chuan
Gia tri trung binh
Do lech chuan
Diem SERVQUAL
Mean (PS - ES) 3.34
3.61 3.36
3.82 0.85
3.47 3.46 3.48 3.65
0.52 0,69 0.52 0.75 0.74 1 Do tinea} 3.58 0.64
2 Sir dap ling 3.34 0.71 3 Su dam bao 3.61 0.68 4 Su cam thdng 3,36 0.87
Phuang tien hiiu
binh ^^^_
Ngudn Tdng hop vd linh lodn lir ket qua dien iia cii, Qua bang 3 eho tha} han so vdi ky vgng lan luot la 0,17 \ Ticu cbi su hiru hinh \'a su dam bao dugc Nhu vay 2 tieu chi na}- da duac c;
cac du khach cam nhan la tdt nhat vdi gia in danh gia chat lugng dich vu a mire danh gia trung binh la 3.82 va 3.61 diSm va cao phuang tian hiru binh duac cac du
-0.1 -0.13 0.15 -0.12 0.17
•'" lac gia
> diem '- ' hach
* u ehi 1^ mh
Chuyen muc: Du Ijch - Quan ly TN & MT - TAP CHI KINH TE & QUAN TRI KINH DOANH SO 11 (2019) gia cao nhat vi cac homestay dugc sii dung ngay
chinh ngdi nha san eiia ddng bao dan tdc cua ngudi Tay noi day do do da dem lai nhiing net van hda cua ddc dao, ben canh dd bau hat cac homestay d xung quanh hd Ba Be nan da dugc hudng lgi bdi ve dep cua canh sac thien nhien ma ho Ba Be dem lai, da sd cac homestay deu cd vi tri toa lac gan hd thuan lian cho viec quan sal va tham quan, cd ben dd lau Ihuyan chd khach de dang di chuyen den cae dia diem tham quan hoac dua don khach. Tieu chi su dam bao duoc du khach danh gia cao thii 2 vi khi den vdi khu du hch hd Ba Be, du khach deu cam thay kha an lam ve an ninh trai tu, hien tuong mat an ninh trai lu rat hiam khi xay ra. Cac chii ca sd va nhan vien homestay la cu dan ban dia van giiia duoc nhiing net chan chat, that tha, ludn quy khach, mem nd, hch su va tdn trong du khach Do dd, cae co sd cung cap dich -vu homestay da lao ra cam giac duge quan tam, dugc cgi trong eua du khach Tuy nhian, khi danh gia 2 tiau chi nay van ed du khach phan hdi nhan vien phuc vu cua homestay chua cd du kien thuc va hiau biel de giai quyel duoc cac van de phat sinh, co cd vat chat eua mdt sd homestay da bat dau xuong cap, nhiau homestay nhan vien chua cd ddng phuc, an mac chua thue su gon gang khi phuc vu du khach
Tieu chi sir dap ung va su cam thdng duoc cac du khach cam nhan la kem nhat vdi miic danh gia lan luot la 3,36 va 3,34 diam va chi dat danh gia chat luong dich vu d miic do tmng binh.
Nguyen nhan dan den la do he thdng dat phdng du khach danh gia chua thuc su de riep can dac biet la viae dat phdng qua website eua homestay hay dugc cung cap sd dien thoai de hen lac dat phdng, so lugng nhan vien it chii yeu la cae thanh vian trong gia dinh hoac thue tham theo tbdi vu, chua duac dao tao co ban nen ehua tra Idi kjp tbdi cac cau hdi ciia du khach, chua phan iing nhanh de giai quyat van da ciia du khach, dich vu don dep budng phdng hang ngay chua nhanh chdng Cac dieh -vu khac ciia homestay chua da dang, phong phii Da so khach du lich den vdi Ba Be hien lai mdi cbi dimg lai a hoat ddng tham thii, ngam canh, cac homestay thieu khu sinh boat chung, cac loai hinh vui choi giai tri cho khach, dieu nay la mot trong nhiing nguyen nhan khdng giir duoc khach d lai lau. Ban canh dd, hau het cac homestay chua cd cac chuang trinh the hien su quan tam den du khach (khuyan mai, tin nhan chiie mimg, tang qua ), nhan vian homestay cung ehua tim hieu ro nhu cau dac biat va quan tam den cac nhu cau ca nhan eua du khach Theo phan hdi ciia du khach, nhieu hgmestay chua cd nhan vien
den trao ddi va tim hieu vi tinh hinh, nhu cau khach hang, cam nhan ve dich vu ciia homesta}
Da sd eac nhan vien ciia homestay la lam theo yeu cau eiia du khach
Ddi vdi riau ehi do tin cay mac du khdng phai la lieu chi bi danh gia thap nhat, nhung day la ticu chi ma du khach ky vong cao nhat Tuy nhien, tiau chi nay bi du khach danh gia thap ban ky vgng la 0,1 dilm. Nguyen nhan la do dieh vn cung cap ehua thue su gidng nhu trong quang cao, Idi gidi thiau, website cua homestay va chua phuc vu dung thai gian du khach da dat Cae du khach ciing danh gia cae dich -vu nhan duac diroc tuang xiing vdi cbi phi du khach phai tra do cac dich vu trong homestay cdn kha ngheo nan, nhieu homestay chua ed cac dieh vu giat la, tham gia di cho, nau an, .
Ddnh gid chung: Qua ket qua khao sal cae du khach eho thay, ed 3/5 tieu chi duoc du khach danh gia theo cam nhan la dat chat luong dieh vu tot, co 2/5 heu chi bj danh gia chat luong dieh v-y mdi dat d mice tmng binh, Tuy nhian cd 3/5 hau chi cd danh gia chat lugng cam nhan Ih^p hgn sg vdi chat luong k\' vgng va ngay ca d eac tieu chi duoc danh gia chat lugng eao nhat van cd nhiing yau td bi danh gia chat luong cam nhan thap hon so vdi ky- vong Nguyen nhan dan den nhiing ban che tren
- Nhan vien cua eac homestay la ngudi trong gia dinh, mdi khi cao diem eua miia du lieh eac chii homestay thue nhan vien ngan ban da phuc vu do dd ky nang ddn tiep, phuc vu khach du Iich cdn thieu linh chuyen nghiep, khdng cd kien thuc nghiap vu Ngudi dan phuc vu du khach chu yau xuat phat tir trach nhiem va tinh cam vdi khach chir chua theg cac quy tac phuc vu theo diing nghiap vu du hch
- Ca sd vat chat, trang thiet bi eua nhieu homestay da bat dau xudng cap hoac cu nhung do kha nang lai chinh ban hep nen khdng the dap iing lot nhat yeu cau du khach. Diau nay se tao ra cam giac khdng thoai mai vdi cac du khach khi luu tni lai homestay.
- Dich vu homestay tai khu du hch ho Ba Be mdi chi tap tmng vao dieh vu cung cap cho d va an uong cho du khach Cae san pham djch vu du lieh homestay chua ndi bat, cdn kha ngheo nan.
dcm dieu, khdng cd san pham cu the
- Cac boat ddng xiic lien nhu quang cao, khuyen mai, PR- ,chi cd mdt so it co sd kmh doanh dich vu homestay chu y trong thdi gian gSn day, cdn rat nhieu homestay chua ehii trong dan hoat ddng nay do do viec tiep can cac thdng tin va djch vu homestay d khu du lieh bo Ba Be cdn chua de dang cho du khach
Chuyen muc: Du Ijch - Quan K TN & MT- - TAP CH! KiNH TE & QUAN TRI KINH DOANH SO 11
5. Mot so giai phap nang cao chat lyong dich vu homestay tai khu du lich h6 Ba Be, tinh Bac Kan
De thu hiit du khach ban trong thdi gian tdi thdng qua viec nang eao chat lugng dich vu homesta}', eac co so kinh doanh dich vu homestay d khu du Ijch hd Ba Ba can phai tap tmng vao mdt so giai phap sau day
TTjji' nhdt, day mgnh cdng ldc ddo tgo ngudn nhdn luc vd nhdn thirc ciia ngudi ddn dia phuang' Vdi xu hudng nhu hien nay thi rdiu cau su dung djch vu homestay d khu du lich hd Ba Ba se edn lang trong thdi gian tdi Do dd nguon nhan lire ciia dich vu na}' duoc du bao trong tbdi gian idi se thieu mdt sd lugng khdng nho, ben canh dd ngudn nhan luc hien nay cdn bi danh gia la cdn thieu va yeu, thieu ve sd lugng, yeu \e trinh dd va ky nang nghiep vu. Do do can quan tam hon den cdng tac dao tao dc dap irng tdt hon nira ea va chat va lugng Cu the nhu sau: Chinh quyen dia phuang nen md cac lap dao tao nghe cho cae hd dan tmc liap tham gia phuc v-u khach, Hinh thiic chu yeu la dao tao cac khda ngan ban, phdi hop chat che vdi cac tnrdng tmng cap nghiep vu va eac tmng lam da}' ngha de Id chirc cac khda hoc cho nhiing ngudi tham gia true ticp vao ddn va phuc vu khach, mdi ho ed the cu ngudi di hge va mdi hd lam dich v-u homestay can cd mdt ngudi quan ly hoat ddng cung cap dich vu cua hd gia dinh minh: Cac can bd xa hoac can bd Ban quan K' khu du lich hd Ba Be can thudng xuyen theo doi va hudng dan, td chirc each kinh doanh, each hoat ddng nghe du lich cho mdi hd dan mdt each thudng xuyen:
Ngoiu ra, chinh quyen dia phuong ciing can tap tmng chii yeu vao cae hoat ddng nang cao nhan thiic ve cac van de vc gia tri cua tai nguyen va mdi tnrdng, hieu biet xa hdi, nhii'ng kien thiic co hen quan den phap luat, muc dieh eiia dich vu hgmestay, du Iieh ban viing. hd trg nang cao nghiap vu. dac bict la nghiap v-u vc budng phdng, bap va hudng dan vian du Ijch. khdng chi cd tac dung khuyen khich su tham gia ciia cdng ddng dja phuang va hoat ddng du hch dem lai loi ich kmh le ma cdn dap iing nhu cau ciia khach mudn duoc hep xiic nhieu ban vdi ngudi dan va ddi song ban dia. nang cao chat lugng djch vu homestay va bao ton duoc gia tn ciing nhu vc dep nguyen thuy ve lai nguyen du lieb tai ho Ba Ba. Ngoai td chirc cac khda dao tao k} nang nghiap vu cho ngudi dan, xa cung nen khuyen khich cac hd dan hoe tap lan nhau, nhung hd mdi nen tham khao kinh nghiam cua cac hd chuyen phuc vu khach, hoac phuc vn khach lau nam, ed
the td chiic cac budi gap mat trao ddi kinh nghiem giiia cac hd. Da} se la hinh thuc dao tao nhanh nhat va cd hieu qua nhat ddi vdi ddi ngQ phuc v-u djch vu homestay \i mang tinh cdng ddng cao
Thu hai, tdng cudng ddu lu hon nira cho ca sd vdt chdt vd cdc trang thiit bi eua cdc ca sa cung cdp dich vu homestay Cdng lac dau tu xay dung CO sd vat ch^t va cac trang thiat bi can dugc cac chii eg sd hgmesta} dac bicl quan lam vi nhieu homestay hien na} co sd vat chat bat dSu cii, xuong e§p, eac trang thiet bj cdn kha ngheo nan Tuy nhien hicn na}' tinh binh von d4u tu eua nhieu co sd kinh doanh dich vu homestay ik ban che do dd cac co sd na}' nen tranh thii tan dung cae nguon von ho tra lir chinh quyen dia phuang. ciia cac du an nhu du an "Phat tnen du hch ben viing Tiau v-iing sdng Mekong ma rdng^"
vdi von vay ciia Ngan hang phat trien chau A (ADB) n h ^ muc dich ho tro phat tncn nganh du Ijch ben viing lai 5 linh ciia Vict Nam bao gdm Bkc Kan, Cao B ^ g . Quang Binh, Quang Tn va Thira Thien Hue; .
Thii- ba, phdt tnen cdc dich vu kem theo;
C^in tao ra nhieu san pham mdi nang biet de thu hilt du khach hem. ciing tao nen dugc dau an dac biat trong Idng du khach vdi nhu'ng san pham dgc trung cua khu du lich ho Ba Be. Chinh quyen dia phuang nan mdi cac nha khoa hge phdi hgp nghien ciiu rdi hudng dan ngudi dan ban dia hieu sau han ve ban sac rieng eua van hda tdc ngudi, ve dep lai ngu}'en du hch lu nhicn . de lir dd xay dung thanh cac san pham du lich hap dan, khdng trung lap. Viec phat trien cae san pham, djch vu phu tro nhu hang luu niem, bieu dien van nghe, eac dich vu trai nghiem can phat huy vai trd ciia chinh quyen dia phuang ban canh su ho trg cua ciia eac ban, nganh, td chuc khac.
Thie tu, ddy manh cdc hinh thiee qudng bd de du khdch de ddng tiep can cdc thdng Un ve dich vu homestay d khu du hch hd Ba Be. Thuc le hien nay, viec quang ba djch vu homestay- tai day van chua duoc chii trgng Vi vay. de quang ba, chinh quyen dia phuong nen hudng dan va khuyen khich cac ca so kinh doanh djch vu homestay day manh cac hinh thiic quang ba, dac bicl nen chii ddng ky hap ddng quang cao tren cac bao Du hch. tap chi Du hch Vict Nam , Nganh du hch hnh Bac Kan cung can chu ddng gidi thicu ve du hch bd Ba Be va dac biel la djch vu homestay Idi cac bao dai trong va ngoai nude lam phim tu lieu gidi thieu ve thing canh va ddi song con ngudi tren hd. mien phi an d di lai, lao diSu kian thuan lai tdi da va cd thii lao cho ho
Chuyen muc: Du lich - Quan ly TN A MT - TAP CHI KINH TP. & QUAN TRI KINH DOANH SO 11(2019) Ngoai ra, quang ba qua internet dang la giai phap
hien dai va hieu qua nhat. Ban quan ly khu du hch ho Ba Ba cd tha tao ra mdt trang website neng ve cac co sd cung cap dich vu homestay lai khu du Ijch ho Ba Be va the lien kat vdi eac websile cua du hch Viet Nam va la trang web chinh de du khach tim kiem va c^p nhat thdng rin. de cd the lien he vdi cac ca sd cung cap djch vu homestay lai khu du hch hd Ba Be 6. Ket luan
Chat luong dich vu homeslav d khu du lich hd Ba Ba trong thai gian qua da dirge cai thian
dang ke, tuy nhien theo danh gia eiia cac du khach thi chat lugng dich vu homesta} theo cam nhan van cdn ehua dap img bang vdi ky vong CLia du khach, De nang cao ban niia chat luang dieh vu homesta}' can phai thuc hien nhieu giai phap til' nang cao chat luang nhan luc, lang cudng CO sd dau tu vat chdt va cAn quan tam idi viec phat trien eac dich vu kem theo cung nhu day manh hinh thiic quang ba de du khach de dang ticp can cac thdng rin ve dich vu hgmestay d khu du Ijeh ho Ba Be.
TAI LIEU THAM KHAO
[1], A,Parasuraman, Valarie A, ZeilhamI, Leonard L Berry. (2009). A Conceptual Model of Service Qualitv and Its hnpliearions for Future Research, The Journal ofMarkehng. Vol 49. No. 4 (Autumn.
1985), pp, 41 -50
[21. A.Parasuraman el al, (1988), SERVQDAL: A multiple-item scale for measunng consumer perceptions of service quality. Joj/rwa/o/iJeto/Z/ng-, Vol 64 No l,pp. 12-40
[3|, Emma Acblen (2014) Homestay programme as polenrial tool for sustainable lourism development'' Case study of Kiangan, Philippines Universileitsbibhotheek Gent.
[4], Cbinhphii. (2007) Ng^hi dinh so 92/2007/ND-CP. ngay 01 thang 6 nam 2007 cua Chinh phii quy dinh chi tiet thi hanh mdt sd dieu cua Luat Du lich
[5|, Bin Thi La (2013) Tim hieu dieu kien phat tnan loai hinh dich vu Homestay tai huyen dao Ly Son - tinh Quang Ngai. Khda ludn tdt nghiep Hai Phdng Dai hoc Dan lap Hai Phdng
[6]. Mukunda Kumar Chhetri. (2015). A Stud} on Dallagaon Homestay and hs Sustainabilily.
Nepalgunj Office Banking Development and Research Unit
[7] Norlida Hanim Mohd Salleh (2014) The hgmestay program in Ma!a}sia Motivarion for participation and development impact Tourism, Vol 62/No.4/2014/407-421, UDC" 338 483.12(595), [8]. Nguyan Qudc Nghi. (2013) Giai phap phat tncn djch vu Homestay tai cae cii lao d khu vuc Ddng bang sdng Ciiu Long. Tap chi Khoa hgc Trudng DH Cdn Tha. Phan D Khoa hoc Chinh tri, Kmh le va Phap luat, 27(2013). 11-16
[9], Parasuraman, A,, L, L, Berrv. & V A Zeithaml. (1991) Refinement and Reassessment of the SERVQUAL Scale, Joumal of Retailing, 67 (4): 420 - 450.
[lOJ Sd Van hoa. The tiiao va Du lich tinh B^c Kan, (2017) Bao eao kliag sat, danh gia ham nang phat trien cac loai hinh dich vu mdi vao phuc vu phat tncn du hch tai khu vuc Ba Be
Thong tin tac gia:
1. Ngo Thi Hu'OTig Giang
- D a n VI cong tac: Tmdng DH Kinh te & QTKD - Dia chi email ngogiangqtkd(%yahoo.com 2. Nguyen Quoc Anh
- Dan VI cong tac Tmdng DH Kinh t l & QTKD
Ngaynhanbai 02/12/2019 Ngav nhan ban sua. 25/12/2019 Ngay duvet dang 31/12/2019
