PHO BIEN KIEN THtlC
Du lich tinh Ba Rja - Vung Tau:
Danh gia mu'c do hai long cua khach noi dia
ThS. v a VAM DONG TrU'dng Dai hpc Ba Ria - VOng Tau
Ba Ria - Vung Tau cd ti^m nang ldn va M th^'so sanh vdi cac tinh khac di phat tri§^n nganh cdng nghiep khong khdi. Tuy nhien, ch§'t luTcfng du lich cua Tinh thdi gian qua chifa d^t dxidc nhif ky vpng. Bai vi^'t phSn tich ket qua dieu tra, xac dinh nhffng di^m tot va diem con han che trong phat trien du lich, d l xua't mot s^ giai phap kip thdi trong thdi gian tdi.
MO HINH VA PHL/ONG PHAP NGHIEN CUlJ Nhieu nha nghien cffu da dmh nghTa sff hai Idng cua du khdch la "kfi't qua cua sff tffdng tdc giffa gid tri cdm nban va mong ddi eua du khdch ve diem dfi'n" (Pizam, Neumann, Reichel, 1978 va Oliver, 1980). Oliver (1980) cho rang, sff chfinb lech giffa gia tri ky vpng va gia tri cam nhan ve each ma san pha'm du licii tdc ddng de^n cam xuc cua du khdch se quye't dinb mffc dp bdi long ciia du ichach ddi vdi sdn phd'm dd.
Theo Tribe & Snaith (1998), hifin nay cd 4 md hlnh ddnh gid mffc dp hai ldng dffdc nhieu nba nghifin cffu sff dung: mfi hinb IPA (Important-Perferformance Analysis), md hinb SERVQUAL (Service Quality), md hinh HOLSAT (Holiday Satisfaction) va md hinh SERVPERF (Service Performance). Trong dd, SERVPERF Id mfi hinh ddn gidn, thich hdp cho vific ddnh gid sff hai Idng vi khdng gap phdi va'n de khi yeu cau khach bang ddnh gid ea 2 phan ky vpng va cam nhan (Cronin & Taylor, 1992; Kandamully, 2002;
Jain & Gupta, 2004; Pham & Kullada, 2009; Nadhi &
Hussain, 2008; Soliman & Alzaid, 2002; Cunningham, Young, & Lee, 2002). Jain & Gupta (2004) edn gdi y rang, md hinh SERVPERF hifiu qud bdn hong vific ddnh gid sff thda man va eho nhffng nghifin cffu ddi hdi sff ngan gon. Chinh vi vay, tac gia chon md hinh SERVPERF cho vific ddnh gid mffc dp hai Idng cua du khdch dfi'i vdi du lieh Bd Ria - VQng Tau.
Czepiel, Solomo va Gutman (1985) da chi ra rang, mffc dd hai idng ciia du khdch la mdt bam sfi' ciia mffc dfi hdi ldng ve 2 yfi'u to: ye'u to'chffc nang (hang hod, sdn pham) va yfi'u to' dicb vu ciia nha cung ffng. Dffa trfin kbdi niem ndy va tham kbdo y kien mdt so'chuyen gia lam vific tai Sd Vdn hod, Thfi thao va Du lich tinh
Bd Ria - Vung Tau vd mdt sd cong ty du lich, nhdm tdc gid da xay dffng bd 17 tifiu chi ddnh gia mffc dp hdi Idng cua khdch noi dia dd'i vdi du lich Bd Ria - Vung Tau.
Bai vifi't da sff dung kidm dinh Cronbacb's alpha dd ddnh gid sd bd thang do 17 lieu ehi tren. Ke't qud kiem dinh cho thd'y, he so tin cay la 0,701 va cd 2 tifiu chi dffdc loai bd khdi bp thang do (he sd tffdng quan tdng nhd hdn 0,30) la; (I) cd sd lffu tni; (2) cdc cd sd dich vu bd sung nhif thffdng mai, y tfi', ngdn hang.,. Vific loai b6 bifi'n dffa tren ke't qud kidm dinh cung phii hdp vdi thffc tfi' vi hau bet du khdch npi dia de'n Ba Ria - Vung Tau chi theo chffdng trinh tour trong ngay, khfing sijf dung dich vu lffu tru va cac dich vu bo sung.
Thang do Likert 5 ca'p dp (tff 1 - Rat khfing hai long dfi'n 5 - Rat hdi long) dffdc diing de ddnh gid mffc dfi hai long cua du khdch dd'i vdi du hch Bd Ria - Vung Tau qua bp 15 tifiu cbi. Phffdng phdp thdng kfi md td tinh gid tri trung binh dffdc sijf dung de xff ly so' lieu va xdc dinh mffc dfi hdi long dffa vao gia tri khoang cdch.
KET QUA NGHIEN CLfu Ke't qua phdn tich so' lifiu ve mffc dp hai long cua du khdch dffdc tnnh bdy d bdng I:
Ve dieu kifn an ninh, an todn Kbi di du lich de'n mpt dia diem mdi
88
KiiihievaDtfbiothi du khdch rd't chu trpng de'n dieu kifin an ninh. Dd'i vdi du lich Ba Ria - Vung Tdu, du khdch npi dia hai ldng ve dieu kien an ninh, an loan tai cdc diem du lich.
Thffc te, tai Ba Ria - Vung Tau ra't it va hau nhff khong cd hifin tffdng an xin, cffdp gidt, cheo kfio hanh gianh khdch. Tuy nhifin, van edn mfit sfi' it du khdch chffa hdi long ve cdc dieu Icifin an toan giao thong. Tai cdc con dffdng nhd hep vdn cdn hifin tffdng ngffdi ddn phdi lua dffdi ldng dffdng. Dieu nay rat de gay ra tai nan giao thfing va can ed bifin phdp khdc pbuc.
Ve cdnh quan, moi tritdng Canh quan tai edc diem du lich dffdc khdch ddnh gia khd tot. Du khdch rat thich ede kie'n tnic dfic ddo eua edc ngfii chiia, cung nhff khdng gian xanh, mat ciia bidn cd tieng sdng vd ri rao, cCing vdi cdc vffdn hdi cdy, vifdn ed. Dfi'n day hp cd cdm gidc thodi mdi va yen binh. Day la mfit diem dffdc khdch danh gia khd cao, can dfip tuc duy tri. Can trdng thfim cdy xanh va dat them cdc ghe da tai mdt so didm du lich nhif khu di tich, chiia... nham tao thfim khfing gian thoang mdt va cd cho cho khdch dffng chan nghi ngdi, thff gian. Yfi'u tfi' vfi sinh moi trffdng dffdc ddnh gid d mffc dp trung binh. Mpt so du khdch cdn td ra khdng hai ldng ve vfi sinb tai cdc diem du lich. Tai mpt sd diem du lich chffa bd' tri thung rdc, chffa thffdng xuyen quel dpn rdc, gay mdt my quan.
vi ye'u tdcon ngi0i
Khi tifi'p xiie, tim hieu ve eon ngffdi ndi day, da so du khdch ddnh gid Id hp khd hifi'u khdch. Sff niem nd, nhifit tinh da dem lai cho du khdch nhffng dn tffdng lot dep. Tuy nhifin, van cdn mdt sfi' du khdch ddnh gia ngffdi dan dia phffdng chffa thdn thifin. Do dd, nganh du lich can quan tam hdn dfi'n ye'u to'edng ddng hong du lich, tang cffdng tuj-fin truyen cho ngffdi dan dia phffdng hifiu difdc vai trd cua vific phdt trien du lich. Lao ddng Id mpt ye'u to'quan trong trong viec ddnh gid cha't Iffdng du lich ma tff dd tao nfin si/lhda man ciia khdch hdng. Thdi dp ciia nhan vifin dd'i vdi du khach dffdc danh gid Id khd tfi't. Tuy nhifin, ve linh chuyfin nghi$p thi chi d mffc dp trung binh. Trinb (1$ chuyfin nghifip ciia nhan vien se dem (Jdn Sff hdi Idng cbo du khdch yd kha nang li^g phd trong nhifng tinh hud'ng bat ngd.
Vi cdsd v4t chd'l hg tdng du lich Vdi diem trung binb 3,29, du khdch ddnh gid cdc phffdng tifin van chuyen
^ mffc trung binb. Hifin tai cd mdt so
phffdng tien da eu, nhffng van cdn boat dfing. Didu ndy gay ra tinh trang ma't an todn cho du khdch. Do dd, eac cd quan chffc nang can thifdng xuyfin kie'm tra de dam bao an todn giao tbdng. Cac doanb nghifip boat ddng trong nganh du lieh cung can phdi thffdng xuyfin kiem tra, bdo dffdng cac phffdng tifin.
Du khdch cung hai Idng vdi cdc cd sd an ud'ng, sach se, nhan vifin phuc vu tot, cdc mdn an da dang.
Ve cdc hogt dgng t^i diem du lich
Kbi di du lieh, khdch thffdng thich mua sam, dae bifit la phu nff, d ye'u td nay tbi Ichdeh bdi ldng d mffc trung binh. Khdch du lich khd thich cdc san vat dia phffdng.
Tuy nhifin, hp cung cd nbu cau ve cdc mat bdng lifu niem, day la ye'u to'ra't quan trpng trong vific phdt trien du lich. Khi dfi'n Ba Ria - Vung Tau, khacb hdi ldng d mffc trung binh do'i vdi ede sdn vat mang tinb dac trffng, doe ddo neng eua bai san mien bien..
Dd'i vdi du ichdeh thi thdi gian ranh rdi khi di du lich la khd nhieu, nfi'u cdc boat dpng gidi tri khfing da dang dfi gay nham chdn cbo khdch dii cdc ye'u to' vd ichdeh san, dn ud'ng ed the la khd td't. Hdn nffa, hoat dong vui chdi, giai tri cdn ed tde dung keo dai thdi gian lffu tni cua khdch, thfing qua dd se tang thfim ngudn
B A N G 1 : MCrC DO H A I L O M Q CUA K H A C H NOI DIA DOI VCJl DU L|CH BA RIA - VUMG T A U S T T
2
3
4
u
Yfi'u Id' anh hrfSng
V e u Id an ninh, an l o a n D i e u k i e n an n i n h , trat tif
A n loan (ihiTc p h a m , tai san, tinh mang)
T r u n g binh c<liig
3.64
3.46 DO I f c h chuS'n
0,894
0,858 Mi}cd<t hai I6ng
H ^ i I6ng
H ^ i l&ng
C a n h quan, m d i trifdng Canh quan l a i d i e m du hch
V e sinh m o i tnrdng V e u Id'con ngifiti Sir ihan thien ciaa dan dia phUtfng T h a i do Llid nhan v i e n Sir chuyen nghiep cua nhan vien C d sd h ^ t a n g d u l i c h PhifOng n e n van chuyen Cac c t f s d a n uong S K da dung cua mbn an Thong t i n v e d i e m du lich
H o a t dfiiif; Uii diCin de'n Cac hudl d g n g mua ^.Im Hang liAi n i ^ m Cdc hoai dpng vui ch((i, g i a i tri
Net d^c irutig cua le hgi N|;uf
3.62
3.28
3,66
3,3 3,08
3 29 T4,=i .1,44 3,06
2,97
3,57 i:Su hviiiJ
0,874
0,842
0,844
0.927 0,837
(1 756
0.9(13
0,971
0,S71 l).96S
0.879 C-u',
Hai ldng
T r u n g binh
H ^ i 16ng
T r u n g bmh T r u n g bmh
T m n g binh Hai hiiiy ' Hill Iniig T r u i i ^ bmh
Trung binh T r u n g binh T r u n g hlnh
HJi lonu ..in2012
Bsonomy nml I uK-L,iM Revi
89
PHO BIEM KIEiH THCJC
BANG 2: MCfC DO HAI LONG CGA KHACH MOI DIA VE GlA CA
Thuc chi san sang chi tra Mu'c do thoa man
Khach dia phiAAag 1! 4.000 228.000
Khach trong ntfdc 253.000 561.000 +144 000 +278.000
tbu. Khach ehi bai Idng d mffc trung binb ve cdc boat ddng vui chdi, gidi tri. Mdt so'du khdch danh gia cdc boat dfing giai tri kha ngbeo nan, dac bifit la vao ban dem boat ddng cbii yeu la dao phd' (Bang 1).
Vi yeu to'gid cd
Mdt yfi'u to' rat quan trpng khi danh gia mffc do hai ldng ciia du khdch 1^ ve gia ca. De tai da su" dung phffdng phdp Willingness to Pay de' danh gia mffc dp hai long ciia khach hang thdng qua mffc chfinh lech giffa sd'tien thffe cbi va so'tien san long cbi trd cua du khach (Bang 2).
Tff kfi't qua khao sat ta ed the thd'y, khach dia phffdng va khdch ndi dja deu hai long vdi sd tien thffc phdi chi so vdi sfi'tien ma hp sCn s&ng chi trd. Mffc dp thda man eiia ichdeh trong nffdc cao hdn khach dia phffdng, didu nay dffdc ly giai bdi Ichi khaeh de'n tff edc tinh khde thi hp san sang ehi nhidu bdn nhdm dffdc giai tri va tim hieu nhieu hdn ve ndi mdi de'n Khdch san sdng cbi trd thfim cho chuyfi'n di du lich, do dd, can cd nbieu bifin phdp nang eao so* ngay Ithi hu cua khach, cung nbiT tang cffdng cac boat ddng vui chdi, gidi tri nham khuye'n Icbicb du khacb chi tifiu.
GIAI PHAP CHO THCfl GIAN TCf!
Mot la, ve ca sd vgt chdt ky ihudt phuc vu du lich.
Cbinb quyen dja phffdng tifi'p tuc ra sodt eae pbiTdng tifin da cu, bet ban sff dung cung nhff kifi'm tra nhffng ngffdi su' dung cdc phffdng tifin giao thong ed chffng chi lai cac phffdng tifin nham dam bao an toan giao thdng eho du khdch. Ddu tff md rdng eac tuye'n dffdng de'n cae diem du lieh va cd nhffng bifin pbap han chfi' ngffdi dan
phdi lua la'n chie'm long le dffdng, nhdm tao ldng dffdng thfing thoang cho cdc phffdng tien Iffu thdng. Lap dat hfi thdng chie'u sdng dpc theo cdc cdc con dffdng den edc didm du lich.
Hai Id. vi cdnh quan moi irudng. Can tbt/dng xuyfin cho ngffdi quet dpn tai cdc diem du lich, dac bifit la nhd vfi sinh phai dam bao sach se. Bd tri thfim cdc thiing rdc, trdng thfim cay xanh tai mfit ,sd diem du lich, ddng tbdi bd' tri ghe' da cho du khach dffng chan nghi ngdi tai nhihig diem cin thifi't tren cd sd khao sdt, ddnh gia cu the.
Ba la, ve c0 sd vgl chdi ky ihugl. Tien banh ndng cap cdc khacb san, nha nghi Men cd vdi cac tifin nghi bifin dai hdn, ddng thdi xay diftig mdt so' khdch san dat chuan nham phuc vu nbu cau cua du ichach. Can thffdng xuyfin kiem ha cdc cd sd an ufi'ng, dam bao an toan vfi sinb thffc pham. Dffa ede mdn an dae tnhig vao thffc ddn, da dang cac mdn an ddp Ong nhu cdu cua du khach. Hifin tai, Bd Ria - Vung Tau da chinb thffc khai mac chd dem ciing vdi phd' di bd vao thff Bay va Chii nhat bang tuin. Ddy se la mfit boat ddng thd vi ve dem, tbu but nhidu du khdch.
Bdn la, ve nguon nhdn lUc. Thffdng xuyfin td chffc cho can bfi quan Y^ bdi dffdng, bpe tdp kinh nghifim vd viee qudn ly du lieh eua cae tinh khdc. To chffc cdc ldp bdi dffdng nghifip vu cho ngudn nhan Iffc du lich cung nhff cu" ngffdi di hpc tap dao tao. Lien ke't vdi cac tinh Ichac hong ca nffdc td chffc cdc tour du hch. Day se la mpt dip de quang ba du lich Ba Ria - Vung Tau. Trong nhffng dip nay cd the trffng bdy gian hang dong thdi phat td rdi qudng bd vd cac diem du Iich, mdn an, van hda, eon ngffdi...•
TAI LIEU THAM KHAO
1. Baker, D. A. & Crompton, J. L. (2000). Quality, Satisfaction and Behavior Intentions, Annals ofTourism Research, 27 (3), 785-804
5. Kandampully, J. (2002). Service Managemenl the new paradigm in hospitality, Malaysia:
Hospitality Press
2. Bitner, M. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses, Journal of Marketing, 54 (2), 69-82
3.Cronin, J. & Taylor, S. (1992). Measuring Service Quality: A Reexamination and Extension, Journal of Markeiing, 56 (3), 55-68
4. Jain, S. K., Gupta, G. (2004). Measuring service quality: SERVQUAL vs. SERVPERF Scales, The Journal for Decision Makers, 29 (2). 25-37
6. Nadiri, H., Hussain, K. (2008). "Qualiiy" - Is a Magic Wordfor Customer Satisfaction: A Study to Diagnose How Tourist Perceives the Quality of Hotel Services, The 26th EuroCHRIE Dubai, UAE, 10-14 October
