Tap chi Khoa hgc va Phat triln 2012 T§p 10, s6 3: 626-537 wvm.hua.edu.vn
DANH GIA Sir Hk\ LONG COA DU K H A C H
VE DjCH VU TAI KHU DU LjCH SAM S0N, TiNH THANH HOA
Nguyen Viet Dang '*, NguySn Thi Trang*
Khoa Kinh te vd Phdt trien nong thon, Trudng Dg.i hoc Nong nghiep Hd Noi Hoc vien cao hoc Kinh te Nong nghiep, khoa 19, Truong Bai hgc Nong nghiep Hd Noi
•Email: [email protected]
Ngay giii bai: 09.05,2012 Ngay chSp nhan: 12.06.2012
T6IVI T A T
Khu du ljch Sam San, Thanh Hda la mOt trong nh&ng khu du ljch n6i tiing cOa Vi§t Nam vdi hang tri?u du khach den tliam quan va nghi duang moi nam. Nghien cdu da sir dyng thang do Likert tien hanh khao sat 83 khach du l|ch trong nydc vdi 57 tieu chi danh gia, nham danh gia s y hai Idng doi voi 5 nhom dich vu phyc vy du ljch tgi KDL Sim Sen, Kit qua phan tich cho thiy chit lug'ng cac djch vy du ljch chu y4u tai KDL Sim Sen dang a mdc chip nh§n dupc, 27,69% sd du khSch dug'c hdi hai Idng ve cac djch vy t^i KDL vdi chi sd hai long binh quan la 3,05. KDL chua lam hai Idng nhdm du khach cd thu nhap cao.
Kha nang cung dng cac djch vy hign nay mdi chf du de dap dng nhu cau cua phan l<huc du khach cd thu nhap thap, va du khach dia phuang. Cac bi§n phap can thi/c hign la khuydn khfch dau tu ca sd vgt chat cho phat trien du ljch, xu 1;^ kjp thdi cac sai phgm, nang cao trinh dg chuyen mon cho nhan vien phyc vy, v.v,
TLP khoa: Chit lug'ng djch vy, du khach, du ljch, KDL, Sim San, sy hai long
An Assessment of Tourists* Satisfaction with Services at Sam Son Beach in Thanh Hoa Province
ABSTRACT
Sam Son beach in Thanh Hoa province is one of the most beautiful beaches in Vietnam attracting millions of tourists each year. A customer survey consisting of 57 evaluation criteria using Likert scale was used to interview 63 toudsts to measure their satisfaction in five main groups of sen/ices at 'Sam Son beach and lo propose key measures to improve the customers' satisfaction. Result analysis showed that the quality of the main groups of services at Sam Son beach is acceptable. Only 27.69% of the inleviewed tourists satisfied with services at the beach with the average satisfaction index of 3.05. The beach did not really satisfy high-income tourists. The availability of the current services is only sufficient to meet the needs of low income tourists and local customers. It is necessary to take measures to improve the tourists' satisfaction such as promoting investment in infrastructure and facilities for tourism development, timely correcting defects in service delivery, enhancing professional qualification for service staff, etc.
Keywords: Tourist, satisfaction, Sam Son beach, service quality, tourism.
1 DAT 'VAN YW tang, Du lich la mpt trong nhflng dpng lUc chinh thuc day tang tracing kmh te, viec Ngay nay, khi miic sd'ng nang cao, nhu lam va thu nhap cho cac nudc dang phat cau di du lich ciia con ngUdi ngay cang trien. Nganh du lich 'Viet Nam dang ngay
Nguyen Viet Dang, Nguyen Th| Trang
cang phat trien va co dong gop quan trpng trong nin kinh te. Dii bao de'n nam 2020, doanh thu tii du lich ciia nudc ta se dat 18 - 19 ty USD va dong gop khoang 6,5 - 7%
GDP. Du lich cd ban trd thanh nganh kinh te miii nhpn va dat dang ca'p khu vUc vao nam 2020 va dat dang cap qud'c te vao nam 2030 (The Phi, 2009), Tuy nhien, nganh du lich nUdc ta dang do'i mat vdi nhieu thach thdc nhu dieu kien giao thdng thd'p kem, ty le lao dgng da qua dao tao trong nganh du lich cdn thap, tinh trang 6 nhiem mdi trUdng tai cac khu du lich (KDL) gia tang...
din tdi siic thu hut du khach chUa cao (Bich Lien, 2011).
Khu du lich S^m Sdn, Thanh Hda la mpt trong nhiing KDL bien ndi tieng cua nudc ta vdi bai tam dep trai dai g^n 6 km, nhieu danh lam thdng canh noi tieng mang sdc mau huyen thoai. So' lUdng du khach den vdi KDL Sdm Sdn lien tuc tang Udc dat 2,004 nghin lUdt khach nam 2011 bang 132,8% so vdi nam 2009, Doanh thu tii du lich ciing lien tuc tang manh, dat 835 ty dong nam 2011, bdng 156,1% so vdi nam 2009. Nam 2011, nganh du lich Sam Sdn da khang dinh dau tau kinh te cua thi xa vdi ddng gop 42,4% GDP cua thi xa. Ngoai ra, nganh du lich da tao ra nhieu viec lam cho lao dpng dia phUdng. Nam 2011, so' lao dpng trong nganh du lich cua thi xa Sam Sdn khoang 23.048 ngudi, chie'm 61% lUc lUdng lao dgng dia phUdng, Nham nang cao cha't lUdng dich vu du lich, tii nam 2007, thi xa Sam Sdn phd'i hdp vdi cac cd quan hiiu quan to chiic tdp huan cho hdn 3.000 lao ddng dich vu du lich hang nam, nang ty le lao dpng dich vu da quan dao tao dat 43,4%
(Vo Duy Sang, 2011).
Tuy nhien, KDL S i m Sdn dang phai doi mat vdi mgt so' van de nhU: (i) chUa thu hut dUdc nhieu du khach; (ii) So' ngay luu tni binh quan du khach giam manh tir 2,5
ngay (2009) xudng 2,42 ngay (2010) va Udc chi cdn 2,2 ngdy nam 2011. (iii) KDL Sam Sdn van xay ra kieu kinh doanh theo thdi vu, gia ca cac hang hda, dich vu qua cao, 6 nhiem moi trUdng.,, da cho tha'y KDL nay chua phat trien tUdng xdng vdi tiem nang (Xuan Nghia, 2009).
Bai viet nay nham nghien ciiu danh gia sii hai long ciia du khach ve dich vu tai KDL Sam Sdn, phan tich nhiing ye'u to' anh hudng de'n sii hai long va de xua't mpt so' bien phap nang cao sU hai long cua du khach tai KDL Sam Sdn, gdp phan nang cao cha't lUdng dich vu va thiic day sU phat trien nganh kinh te du lich cua tinh Thanh Hda.
2. PHLTONG PHAP NGHIEN C t ^ 2.1 Phiioing phap thu thap so lieu
ThSng tin thii cd'p dUdc thu thap chu ye'u tii Sd Van hoa - The thao va Du lich tinh Thanh Hoa va UBND thi xa Sam Sdn, tinh Thanh Hoa, Thong tin sd cap difdc thu thap bang phUdng phap khao sat bang tap cau hoi doi vdi 83 du khach trong nUdc. Du khach dUdc lua chpn ngau nhien tai bai bien hoac cac dia diem tham quan cua KDL Sdm Sdn. NgUdi diidc hdi la nhiing du khach chuan bi hoan thanh chuyen du lich, da tie'p nhdn day du dich vu cdn thie't cho chuyen du lich va da co du thdng tin de danh gia ve cha't lUdng cac dich vu dUdc nghien ciiu.
Nghien ciiu tdp trung vao danh gia sii hai long ciia du khach tai KDL Sam Sdn doi vdi 5 nhom dich vu cd ban phuc vu du lich la (1) dich vu vdn chuyen du khach; (2) dich vu luu trii; (3) dich vu an ud'ng; (4) dich vu vui chdi; va (5) an ninh trat tii va an toan bai bien. Bp tieu chi danh gia vdi 57 tieu chi cho 5 nhdm dich vu tren dUdc trinh bay trong phdn ke't qua nghien ciiu.
D a n h gia s y hai Idng c u a d u k h a c h v e d j c h v u tai k h u d u ljch S a m S a n , t i n h T h a n h H o a
2.2 Phiitftig phap phan tich
Thang do LIKERT dUdc su; dung de danh gia sii hai long ciia du khach cho timg tieu chi theo 5 mdc dp ciia sii hai long tU (1) Rd't khdng hai long. (2) Khong hai long, (3) Binh thiidng, (4) Hai long va (5) Ra't hai long. Chi so' hai long la so' binh quan gia quyen cua so' lUdng du khach theo timg mdc dp hai long va he so' ciia tiing miic dp, trong dd miic dd rd't khdng hai long dUdc gan he so'la 1, cdn ra't hai long cd he sd la 5.
Ty le du khdch hai long la ty sd giiia sd du khach cam tha'y hai long va ra't hai long trong tdng sd du khdch dUdc hdi, Theo Dinh Thi Van Chi (2004), chat lUdng dich vu va
sii hai long co quan he ty le thuan vdi nhau, bdi vay ciing co the can cii vao miic dp hai long ciia du khach de danh gia cha't lUdng dich vu. Ne'u ty le du khach hai long dudi 65%, cha't lUdng dich vu dUdc xe'p loEii kem; 65-69%, loai trung binh; 70-79%, loai kha; 80-85%, xep loai td't; va neu ty le du khach hai long tren 85%, cha't lUdng dich vu dUdc xep loai tuyet vdi.
3. KET QUA VA THAO LUAN 3.1 Thong tin chung ve du khach va chuyen du lich tai Khu Du lich Sam Soin 3.1.1. Thong tin chung ve du khach tai Khu Du lich Sam Sdn
Bang 1. Thong tin chung vi du khach diidc dieu tra
Trinh d$ hgc van
Ngh^ nghi$p
Thu r h | p binh quSn dau ngu&i /thSng
NO' D u d i 25 tuoi Ti> 25 - 35 tu6i Ti> 35 tuAi trfr len Tmng hoc cfr s 6 Tmng hpc phfi thong Hoc sinh, sinh vien Can bO, cong nhan vign Nong dan N g h ^ khSc Du-^i 0,4 trieu 6hng Tir 0,4 - 2,0 Iripu Song TO 2,1] - 5,0 tri$u dong Tif 5 tri^u dfing trfr len
So lug'ng (ngif&i) 50 33 14 34 35 g 74 11 53 11 8 11 17 47 6
Ty 1? (%) 60,24 39,76 16.87 40,96 42,17 10,84 89,16 13,25 63,86 13.25 9,64 13,25 20,48 56,63 9,64
Nguon: So lieu dieu tra, 2011
Nguyen Viet Dang, Nguyen Thj Trang
Ket qua nghien ciiu tren tong sd 83 du khach cho tha'y cd 60,24% du khach la nam gidi; 83,13% cd dp tud'i tut 25 trd len; 63,86%
du khach la can bp, cong nhan vien. Dieu nay khang dinh KDL Sam Sdn thiic sU la lua chpn du lich va nghi dUdng cua nhieu ngUdi lap dgng sau nhiing thang ngay lam viec tich ciic (Bang 1).
Trong nhdm du khach dUdc dieu tra, co tdi 89,16% du khach cd t n n h do pho thdng trung hpc, sd' cdn lai cd trinh dp trung hoc cd sd. Dac diem nay cua nhom du khach khang dinh do tin cay cua ke't qua dieu tra khi ngudi dUdc hoi cd trinh do can thie't de hieu vd tra Idi cac cau hoi. Hdn nvia, khoang 2/3 sd du khach dUdc hdi cd trinh dp chuyen mon tii trung cd'p trd len, cho tha'y hp la nhiing ngUdi co kien thiic, dUdc dao tao cd ban, co chinh kien va the hien ro nhu cdu va mong mud'n ddi vdi cac loai dich vu phuc vu du lich tai KDL Sdm Sdn,
Du khach dUdc phan chia thanh 4 nhdm theo tieu chi thu nhap, trong dd nhom thu nhap tha'p cd miic thu nhap binh quan dudi 400 nghin ddng/ngUdi/thang tUdng dUdng vdi chuan nghdo cua nUdc ta;
nhdm thu nhap cao cd thu nhap binh quan tii 5 trieu ddng/ngudi/thang trd len, Hai nhdm nay co ty le tUdng dog la 13,25% va 9,64% trong m l u dieu tra, trong dd hgc sinh, sinh vien dUdc gia dinh bao trd di du lich thudc nhdm thu nhap tha'p. So' cdn lai, 77,11%, la cac nhdm du khach cd thu nhSp trung binh va trung binh tha'p, phan anh dac diem chung cua du khach de'n vdi KDL Sam Sdn hien nay theo tieu chi thu nhap.
3.1.2. Thdng tin chung ve chuyen du ljch cua du khach tai Khu Du lich Sam Sdn
Du khach tai KDL Sam Sdn chii ye'u de'n til cac tmh viing ddng bang song Hdng va Bac Trung bd, trong do gan 50% du
khach dUdc hdi den tir tinh Thanh Hoa, khang dinh Idi the ve dia ly ciia mdt tinh vdi dan so' 3,4 trieu ngudi, diing thii 3 ca nudc sau Ha Ngi va TP, Ho Chi Minh. Ke't qua nghien ciiu cung cho thd'y da so' du khach dUdc hdi da tiing de'n KDL Sam Sdn trong vdng 5 nam qua, chi cd 18,07% du khach de'n lan ddu, 93,98% du khach liia chpn KDL Sdm Sdn vdi ly do bai bien dep la quan trgng nha't; 77,11% du khach lUa chgn vi muo'n thudng thiic am thiic Sam Sdn. Cac yeu td'thupc ve tu nhien la nhiing ly do chinh thu hut du khdch de'n vdi KDL Sam Sdn, cdn cac ye'u to' thugc ve con ngUdi, cd sd vat cha't, gia ca, v.v. khdng phai la nhu!ng ly do chinh de du khach lUa chgn (Bang 2).
Du khach de'n vdi KDL Sam Sdn chii yeu nhd ngudn thdng tin tii trai nghiem du lich ciia ban be, ngudi than hoac ke't hdp vdi cac phUdng tien thdng tin dai chung (81,93% du khach), do vay, sii hai long ciia du khdch hien tai cd anh hUdng 16n den viec lua chpn KDL Sam Sdn cua cac du khach trong tUdng lai. Du khach de'n KDL thUdng theo nhom hay doan tii 3 ngudi trd len va luu tru d trong cac khach san hay nha nghi (85,54% du khach dUdc hdi), Tren 50% du khach co thdi gian liiu tni tii 3 ngay trd len, 26,52% du khach cd miic chi tieu binh quan dudi 500 nghin ddng/ngdy.
Nhu vay, sU hai long ciia du khach chiu tac dpng ciia nhieu nhdm dich vu khac nhau. PhUdng phap tie'p cdn tdng the da dUdc ap dung trong viec phan tich cac ye'u to' anh hudng va de ra cac bien phap nham nang cao sU hai long cua du khach va cha't lUdng dich vu du lich tai KDL Sdm Sdn.
3.2. D a n h gia sii hai long c u a du k h a c h ve dich vu du lich Sam Sdn
3.2.1. Sii hai long cua du khach doi vdi dich vu van chuyen du khach
Banh gia su hai Idng cua du khach ve djch vu tai khu du l|ch Sam Son. tinh Thanh Hda
Bang 2. Thong tin ve chuyen du lich cua du khach tai Khu Du lich Sam Sdn
5TT Chi lieu So lug'ng (ngugi) Ty l | (%) 15 18.07 43 51,81 1
2
3
4
5
6
So lan den KDL trong vong 5 n3m gan day
Ly do li/a chgn KDL Sam S a n (•)
Nguon ihong tin ve KDL
So ngSy luu tai
Nai lu'U tru
MLFC chi tigu binh quan ngay cua du khach
Lan dau tien Ti> 2 Sen 3 lan Tren 3 lan Bai bien dep Gan noi CLT Iru G i ^ ca hgp ly T h u a n g thLcc do an Tim hieu ve con ngifcri, van hoa Bgn be, n g u a i than Thong tin dgi chung CS hai ngu6n tren 1 ngay 2 ngay Til" 3 ngSy tr& len Khach sgn. nha nghi NOI khSc
D u d i 0,5 tri^u dong Ti> 0,5 tn^u den 2 tri^u dong Tif 2 tri$u dfing trcr len
77,11 43,37 57,83 18,07 24.10 9,64 32,53 57.83 85.54 14,46 26.51 63,86 9,64 100,00 (*): Ciu hoi da lua chon
Nguon So heu dieu tra. 2011
Ket qua danh gia cho tha'y trong 8 tieu chf danh gid ty le du khach cam tha'y hai long va ra't hai long bien dpng tif 24,09%
den 51,81%. Dang chu y, tren 50% du khach cam tha'y hai long va ra't hai long ve cac bien bao, bang hieu chi ddn; 49% du khach cam tha'y hai long va ra't hai long ve cac phUdng tien van chuyen cho tha'y nhu cdu di lai ciia du khach da tdng bUdc dUdc dap ling td't (Hinh 1).
Su phuc vu cua nhan vien chua thiic sU lam hai long du khach (chi co 24,09% du khach hai long). Tinh trang nhan vien
khdng mac ddng phuc hay khdng deo the day du da the hicn tinh khong chuyen nghiep, khong tao cam giac tm tudng cho du khach.
Hdn niia, kha nang hUdng dan du khach tham quan, tim hieu ve nhiing dac trUng van hoa, am thUc, lich sb,.. trong KDL cdn yeu, Gia cUdc van chuyen ciing chUa thUc sii lam hai long du khach khi co mgt so' chii phUdng tien khong tuan thii theo miic gia niem yet hoac khong dan niem yet gia gay ra sii biic xiic, lam anh hUdng de'n sii hai long ciia du khach. Ngoai ra, tinh trang iin tdc giao thdng trong gid cao diem, va'n de ve sinh
Nguyen Viet Dang, Nguyen Thj Trang
dudng pho', xa thai rac va nUdc thai khdng diing quy dinh da Idm anh hudng de'n canh quan va sii hai long ciia du khach.
Ke't qua phan tich sU hai long theo nhdm du khach cho tha'y nhdm khach cd thu nhap cao (tii 5 trieu ddng/ngudi/thang) td rd sii ra't khong hai long b 6 trong 8 tieu chi danh gia. Dieu nay cho dich vu v^n chuyen du khach chua hudng tdi phan khiic du khach cd thu nhap cao. Tudng tii nhu vay, nhom du khach cd dp tudi tif 25 trd len chie'm da so', nhUng khong td ro sii rd't hai long trong ba't ky tieu chi nao cua dich vu van chuyen.
Tdm lai, dich vu vdn chuyen du khach tai KDL Sdm Sdn chua thiic sU lam hai long du khach, dac biet la du khach cd thu nhap cao. Viec nang cao chat lUdng va phong each phuc vu du khach la can thie't.
3.2.2. Danh gia sii hai long cua du khach ddi vdi dich vu liiu tru
Ket qua danh gia cho thay ty le du khach to ro sU hai long va ra't hai long ve dich vu lUu tru theo cac tieu chi bien dpng ra't Idn tif 9,64% de'n 50,6%. Tren 50% du
khach to ro sU hai long ve tinh linh boat ddi vdi thdi gian phuc vu (tieu chi 13). Khoang tii 39% - 41% du khach hai long ve viec niem yet gia phong nghi; tinh an toan ve tai san tai ndi lUu tni; va sii tie'p ddn nhiet tinh niem nd cua cac cd sd liiu tru (cac tieu chi 15, 18 va 23). Tren 30% du khach cam tha'y hai long vd" kha nang dap ling nhu cau phong nghi cho du khach; quy trinh nhan va tra phdng nhanh chdng, tien Idi, giam thdi gian ehd ddi cua khach; du khach diidc quan tam, cham sdc an can chu dao, khong cd sii phan biet ddi xb giiia cac du khach (cac tieu chi 16, 17 va 28) (Hinh 2).
Trang thiet bi trong phdng nghi chUa td't; gia ca phdng nghi chUa hdp ly, tinh trang tang gia tuy tien hay khdng thiic hien miic gia da dat trUdc, v.v.; cdn xay ra sai sdt trong qua trinh phuc vu nhii hdng may dieu hoa khdng khi hay binh niidc ndng, v.v..;
viec giai quye't sai sdt hay sU cd' chua thoa dang; kha nang lang nghe, nim bdt nhu cdu khach hang; va kha nang tao long tin cho du khach tha'p la nhiing nguyen nhan lam cho du khach chUa thiic sU lam hai long (cac tieu chi 10, 14, 19, 20, 21 va 22),
1. Dudiig giao thongthii$iiti^D (3,2) 2. Phuong d?n vgn chuyen da djuig (3,4S) 3. Bi^n bao, (Jen hi^u rO rang (3,43) 4. NliQii vien nhi?t tinh ph\ic\'\i (i,i) 5. Trang phyc cua nhan vien ggn gang (3,09) 6. Nhan vien nhi^t tinh (3,15) 7. Ciaca dupc niem y^trO rang (3,22) S, Phuong ti?n v ^ c h u y e n s g c h s5 (3,27)
D Ty 1? du khach hai long (".'o) Ghi chii: So trong ngo^c i& chi so hai long
H i n h 1. Sii h a i long do'i vdi dich vu v a n c h u y e n d u k h a c h
Danh gia sy hai Idng cCia du khach ve djch vy tgi khu du ljch Sam San, tinh Thanh Hda
"T
9. Phongday dii ti?u nghi (2,93) jlj—
1 0 . T r a n g t h i i t b i i r o n g p h 6 n g h i e a d ? i ( 2 , 7 4 ) J ^ 11, Cach bai tri iroiig phdng d?p (3,0) j L - n . D i ^ u k i ^ n v ^ sinh sflchsS (3,04) JCJH 13. Thdi gian ra vao linh hogt (3.6S) L - . 14 Gia ca phii hpp (2,S") J^II 15.Nieniy^tgiard rang(3,3S) C—
1 6 . D a p u i i g d u i i b u c i u p h 6 n g ( 3 . 0 9 ) J l ^ 17. Thdi gian ehd d(?i hpp ly (3,21) j ^ IS. An toan tai san cho khach (3.43) J C 19. Kliong xay ra sai sdt trong phyc vi} (2,S7) ^Z 20. Xii iy nhanh chdug cac sai sol (2,S5) ^Z.
21. Bi^t liing nghe nhu cdu ciia khach (2,79) _ C 22, Tgo dupc long tin cho du khach (2.84) j C
23. Don l i ^ khach nhi^t tinh (3,41) XZ.
24. Phyc vy chu dao, uhi?t tiiih (3,04) j l ^ 25. Co thai dp lich sv, nha nh$n (2,93) J C 26. Giai dap dupc mpi thSc miic (2,94) JE^
27. Phvc ^•y chuyen nglii?p, tiaiig phyc ggn (3,0) J l ^ 2S, Phyc v\} n b u n h a u ddi vdi mgi khach (3,25) | ^
0 II 16,87 3 9 . 6 4
II 18,07 0 18,07
D 50,60
^ 3 15,65 fl 3 9 7 6 11 27,71 UJ7 71
0 40,96 B 19,28
^ 1 1 4 , 4 6 3 ) 9 , 6 4
^ 3 14,46 II 38.^5 1123.89 g 20,48
^ 3 15,66
^ 3 16,87 U 28,92
20 40 60 80 100 D i y 1^ du khach hai long C^o)
Ghi chu: So trong ngoSc ia chi so hai long
H i n h 2. S ^ hai long cua d u k h a c h doi vdi dich vu liiu t r u
Phdn Idn cac khach san, nha nghi tai KDL Sam Sdn da diidc xay diing tii lau nen phdn Idn cac phdng nghi khdng tidn nghi, khdng dUdc thie't ke, trang tri dep de gay a'n tUdng td't cho du khach. Hdn nula, tren 70%
cac cd sd lUu tru cd quy mo nhd, cho nen viec dap iing nhu cau phong nghi ciia du khach vao miia du lich va cac ngay nghi cuoi tuan Id ra't kho khan,
Phan tich sii hai long theo nhom du khach, thi nhdm du khach cd thu nhap cao mpt lan nula td ro sii ra't khong hai long d 18 trong 20 tieu chi danh gia chat lUdng dich vu luu tni (trii cac tieu chi 9 va 12).
Dieu nay cho tha'y phan khiic du khach cd thu nhap cao chUa dUdc quan tam thoa dang tai KDL Sam Sdn. Tuy nhien, du khach thudc nhdm thu nhap trung binh va tha'p (dudi 2 trieu ddng/ngUdi /thang) lai the hien mdc do ra't hai long doi vdi 5/20 tieu chi (cac tieu chi 9, 17, 19, 23 va 28);
nhdm du khach Id ndng dan, ngUdi lao dpng tu do cUng ra't hai long vdi cac tieu chi 10 va 13. Ngoai ra, du khach luu t n i 2 ngay Cling the hien miic dp rat hai long do'i vdi cac tieu chi 16, 20, 21, 22 va 26. Ben canh do, KDL ciing tap ra dUdc nhieu an tUdng tich cue ddi vdi nhom du khach lan dau de'n
Nguyen Viet Dang, Nguyen Th| Trang
K D L k h i h p t h e h i e n m i i c do rd't h a i l o n g c u a 7 t r o n g 2 0 t i e u c h i d a n h gia (cac t i e u chi 1 1 , 12, 14, 15, 2 4 , 2 5 v a 27).
T d m l a i , d i c h v u lUu t r i i t a i K D L S d m Sdn chUa t h i i c sii l a m h d i l o n g d u k h a c h , d a c b i e t la d u k h a c h c6 t h u n h a p cao. H i e n n a y , dich v u n a y cd b a n d a p l i n g dUdc y e u cau c u a n h d m d u k h a c h cd t h u n h a p t h a p v a l u u t n i i t n g a y . B u d c d a u , d u k h a c h d a h a i l o n g v e t h d i g i a n p h u c v u , sii a n c a n , n i e m nd d d n k h a c h , q u y t r i n h n h a n v a t r a p h d n g n h a n h c h d n g , t i e n Idi. T u y n h i e n , t r a n g thie't bi p h d n g n g h i , gia ca v a p h U d n g thiic p h u c v u , V.V.. c h u a t h i i c sii l a m h a i long d u k h a c h . D o v a y , K D L S a m S d n c a n p h a i n a n g c a o cha't lUdng v a p h o n g e a c h p h u c v u c u a d i c h v u lUu t n i cho d u k h a c h .
3.2.3. Danh gia sii hai long ciia du khach doi vdi dich vu an ud'ng
Ke't q u a d a n h gia cha't liidng dich v u a n u o n g cho tha'y t y le d u k h a c h h a i long vdi c a c t i e u c h i bie'n d g n g t i i 1 3 , 2 5 % d e n 4 2 , 1 7 % . Do a n n g o n v a d a d a n g ; viec t h a n h t o a n t i e n a n n h a n h c h d n g va c h i n h x a c la n h i i n g ly do d a l a m k h o a n g 4 0 % d u k h a c h c a m tha'y h a i l o n g v a ra't h a i Idng (cac t i e u c h i 32, 37 v a 43). T u y n h i e n , cd n h i e u t i e u c h i c h u a t h i i c sii I d m h a i l o n g d u k h a c h n h u : gia ca d d t dd ( t i e u c h i 35); t h i e u t o n t r p n g d u k h d c h , t i n h t r a n g cheo keo k h a c h . l a m p h i e n d u k h a c h ( t i e u c h i 45). Vd'n d e v e s i n h a n t o a n t h i i c p h a m t r o n g cac cd sd a n ud'ng, c h u a Idm h a i l o n g k h a c h h a n g k h i bp do a n v a q u y t r i n h c h e bie'n m o n a n chUa
:9. Khu vye an uong sjich, dqj (3,2) O.Dii anh sang, kh6agkhi(3,01) 1. B$ dd fin hop v4 sinh (3,1) 2, D i an ngon (3,2)
3.Chibiium6u&ii bppv^ sinh (2,99) 4. Tiang tri dd an dijp mat (3.04) 5. Gia ca phii hpp (2,73) 6. Thiri gian ehd dgd phii hpp (2,98)
". Mon an da dang(3,33) 8.Nhan vien chu ddo, nhanh nhcn (3,01) 9. Nhan vien ljch sy (2,91) O.Sai sot trong qua trinh ptiycvy (2,94) 1, Khac phyc sy c6 nhanh (3,07) 2, Nieni yel gia rO rang (2,91) 3, Thanli toan nhanh, chinh xac (3,3) 14, Don lisp niem nd(2,S5)
5. Ton tipiig khach bang (2,65) 6, Cd khu v? sinh sach se (2,98) 17 Klia nSiig dap img uliueau (2,91)
g Ty 1? du khach bai i6ng jH)
Ghi chil: So trong ngoAc Ik chi sohki long
H i n h 3 . Si^ h a i l o n g c u a d u k h a c h d o i v d i d i c h v u a n u o n g
Danh gia sv hai Idng cua du khach ve djch vy lgi khu du ljch Sam San, tinh Thanh Hda
hdp ve sinh (cac tieu chi 31va 33); va ngay ca khu ve sinh ciing chUa dUdc sach se (tieu chi 43). Ngoai ra, sii ddn tie'p, thai do phuc vu va kha nang dap iing nhu cau an ud'ng cua cac cd sd dn ud'ng chua thiic sii lam hai long du khach (cac tieu chi 38, 39, 44, 45 va 47) (Hinh 3).
Ke't qua phan tich sU hai long theo nhom du khach cho tha'y nhom khach co thu nhap cao vdn the hien rd sii ra't khdng hai long b 17/19 tieu chi danh gia cha't lUdng dich vu an uo'ng (trii cac tieu chi 41 va 42), tUdng iing vdi chi so'hai long la 2,68.
Dich vu an uong tai KDL Sam Sdn mdi chi lam hai long du khdch de'n tii cac khu viic lan can (co the di ve trong ngay), hofic du khach de'n lan dau hay du khach la can bg hUu tri, tUdng iing vdi cac chi so'hai long la 3,32; 3,24 va 3,34. Mac dii, KDL Sdm Sdn nd'i tieng vdi cac mdn an hai san, tuy nhien, du khach van chua thiic sU hai long vdi dich vu an udng do gia ca dat do, khong dam bao ve sinh an toan thilc pham, thai dp phuc vu va tinh chuyen nghiep khdng cao. Do vay, KDL can tang cUdng cong tac quan ly gia va quan ly ve sinh an toan thiic pham ke't hdp vdi doi mdi phong each phuc vu, 3.2.4. Danh gia sii hai long cua du khach ddi vdi dich vu vui chcfi
Dich vu vui chdi la trung tam ciia cac khu du lich. Da so' du khach dUdc hdi da cam tha'y hai long va ra't hai long ve ve dep tu nhien ciia KDL Sam Sdn (tieu chi 51).
Tuy nhien, du khach chUa thiic sii hai long ve cac hoat dgng vui chdi do con ngudi tao ra do khdng cd sil da dang ve chung loai, thieu cac boat dgng vui chdi tren bien (tieu chi 48), phong each phuc vu chiia tdt (tieu chi 49) hay gia ca dich vu chiia hdp ly (tieu chi 50) (Hinh 4).
Phan tich theo nhdm du khach, thi nhdm du khach trong ngay va nhdm thu
nhap tha'p ra't hai long ve cac dich vu vui chdi b day vdi gia tri chi so' hai long tUdng flng la 3,13 vk 3,11. Bdi vi dd'i vdi hp de'n vdi KDL Sdm Sdn ddng nghia vdi viec di tdm bien va hai bien dd thiic sU lam hdi Idng hp.
NgUdc lai, du khach cd thu nhap cao va du khach nghi tif 3 ngay trd len cd chi so' hai long tha'p nha't, tUdng iing la 2,38 va 2,85, the hien rd sii ddn dieu ve dich vu vui chdi lie thu hiit du khach cd thu nhap cao va keo dai k^ nghi,
Tdm lai, dich vu vui chdi dugc ddnh gia tha'p nha't trong nhom cac dich vu nghien cflu, vdi chi sd' hai long toan nhdm dich vu la 2,94. Du khach den KDL Sdm Sdn hai long ve thdng canh, tuy nhien cac dich vu vui chdi cdn ngheo nan, gia ca chUa hdp ly va phong each phuc vu chUa to't.
3.2.5. Danh gia sii hai Jong cua du khach vS an ninh trat tii va an toan bai biin
Ke't qua danh gia cho tha'y 30% du khach cam thd'y hai long nha't ve kha nang dam bao an toan ve tdi san va khi di tdm bien (tieu chi 52 va 53) va an ninh trat tii ndi chung tai KDL (tieu chi 54) (Hinh 5).
Tuy nhien, trinh dp chuyen mon cua nhan vien bao ve thd'p va kha nang han che, xii ly sii co' chua to't da khong thuc sU lam hai long du khach. Thiic te cho tha'y KDL chUa dam bao an toan tuyet dd'i cho du khach.
Nam 2011, KDL xay ra 10 vu trpm cap tai san cua du khach; 8 vu xich Id, xe dien ep gia, tranh gianh khach; 22 vu thd anh, dan dia phifdng danh du khach; hien tUdng an may, an xin van chua dUdc giai quye't dflt diem; hien tUdng xich 16, xe dien va dai ly hai san moc ngoac vdi nhau ep gia du khach van cdn tdn tai. Nhom du khach co thu nhap cao van la nhom cd chi sd hai long tha'p nha't ve dich vu nay (2,67). NgUdc lai nhom du khach co thu nhap tha'p, du khach trong ngay, va du khach den lan dau cd chi
Nguyen Viet Dang, Nguyin Thj Trang
50.Oiacali(jply(2,5-) I t u^naR Ilium 3 1 1 6 , 8 7
0 20 40 D Ty 1? du khach hai long (Va)
llsr,i.<
60 80 100
Ghi chu: So trong ngo&c Ja chi so hai long
H i n h 4. Sii h a i ciia du k h a c h do'i vdi dich vu vui chdi 52. An loan tai san (3,0?)
.
53. An toan khi tam biSn (3,16) 54. ANTT du^c quan lani (3.14) 55. N h t o vien bao ve co chuyen mon l6l (2,84) 56.Kiianclngh9nchd s y e d (2,89) 57. Xu ly sy c6 nhanli, tdt (2,87)
L W 30,12 D i m ?
^ 1 8 , 4 3 L M 13,25
^ |J 10,84
0 50
D Ty \i du khach hai long (%) 100
Ghi chil: So'trong ngoAc la chi so hhi long
H i n h 5. Sijf h a i long c u a du k h a c h do'i vdi an n i n h t r a t tijf va an t o a n bai bi^n
so'hai long cao hdn, tUdng iing la 3,11; 3,27 va 3,10.
Tdm lai, an ninh trat tii va an toan bai bien da dUdc quan tam, dem lai cam giac yen tam cho nhieu du khach. Tuy nhien, KDL vin xay ra nhieu vaii de bflc xuc ve an ninh trat tu, chua thilc sii lam hai long du khach.
3.2.6. Danh gia chung sii hai long cua du khach
Ket qua nghien cflu cho tha'y, danh gia cua du khach ve dich vu du lich tai KDL Sdm Sdn ci miic trung binh, nghia la cac nhom dich vu khong thuc sii lam hai long du khach nhung ho cha'p nhan dUdc. Dich vu van chuyen da lam du khach cam tha'y
hai long nhat, vdi chi sd' hai long la 3,26, tUdng iing co 39,35% du khach cam thd'y hai long va ra't hai long. Dich vu vui chdi chUa cd chi so' hai long tha'p nha't (2,94), nhUng lai co ty le du khach hai long va rd't hai long kha cao (32,83%) khang dinh tinh ha'p d i n tii nhien cua danh thang Sam Sdn trudc nhuijg hd't cap ve gia ca va phdng each phuc vu b day (Bang 3). Ciing vdi ly do ke tren, dich vu an udhg da khdng thiic sii lam hdi long du khach, mac dii KDL Sam Sdn cd nhieu Idi the ve cac mdn an dac san bien. Tuy KDL Sam Sdn chUa thiic sii lam hai Idng da so' du khach, nhUng khi dUdc hoi ve dii dinh cua du khach cho nhflng chuyen du lich tiep theo, 79,52% du khach cho bie't se
Danh gia sy hai long cua du khach ve djch vy tgi khu du ljch Sdm Spn, tinh Thanh Hda
Bang 3. Danh gia c h u n g cua du k h a c h ve cac n h o m dich vu
STT 1 2 3 4 5
Nguon-S6'h0i
NtiOm djcti vg Vgn ctiuyen du ktiSch (N=81) Lir\i tru (N=68) A n u 6 n g ( N = 8 1 ) Vui ctioi {N=83) An ninh tr$t t y (N=83)
Ctiung idieu tra. 2011
Ctil so liai 3,26 3,06 3,01 2,94 3,00 3,05
long T y i ? ! hai I6ng (%) 39.35 28,46 23.46 32.83 20,08 27,69
trd lai KDL vd 20,48% du khach se khdng hoac chUa chac chan se trd lai vdi KDL Sdm Sdn do hp da chiing kien hoac da rdi vao mpt trong nhflng trUdng hdp bi Ifla dao, khong dUdc dam bao an ninh nhU bi ma't trgm do, bi gay gd, hay bi chen dp ve gia, v.v.. Didu nay thiic sii la mpt trd ngai Idn cho viec nang cao hieu qua kinh doanh va sii phat trien cua nganh du lich tinh Thanh Hoa, bdi vi mpt khi khach hang da tfl bd thi chi phi di thu hut them mpt khach hang mdi td'n kdm gd'p 5 Idn so vdi lam hai long mpt khach hang hien cd, va ga'p 16 lan de khach hang mdi dat mflc mua sam tUdng dUdng vdi khach hdng hien cd (Philip Kotler, 2000).
Mac du cdn nhieu bd't cap trong td chflc kinh doanh va cung flng cac loai dich vu phuc vu du khach, KDL Sdm Sdn vdn khang dinh sflc ha'p dan vk loi cud'n nhd vao ve dep tu nhien cua nd. Du khach se trd lai KDL Sdm Sdn vdi ty le cao hdn va d lai lau hdn nd'u nhU cdc va'n de neu tren diidc kip thdi giai quye't.
4. KET LUAN VA KIEN NGHI Su hai long cua du khach ve cha't lUdng cac dich vu du lich chu ye'u tai KDL Sam Sdn dang d mflc cha'p nhan dUdc. Chi cd 27,69% so' du khach dUdc hdi hai long ve
cdc dich VU tai KDL vdi chi sd'hai long binh quan la 3,05. KDL da khdng lam hai long nhom khach cd thu nhap cao. Kha nang cung flng cac dich vu hien nay mdi chi du de dap flng nhu cdu ciia phan khdc du khach CO thu nhap tha'p, hpc sinh, sinh vien va du khach d cac vung Idn can, di va vl trpng ngay.
Cac ye'u to' chinh anh hucing de'n sii hai long ciia du khach bao gdm: (i) gia dich vu chUa hdp ly, khdng tUdng xiing vdi cha't lUdng dich vu; (ii) trang thie't bi phuc vu lac hau, khong dUdc ddu tU thoa dang; (iii) v§
sinh an toan thiic pham ye'u, quy trinh che bie'n mdn an chua hdp ve sinh, khu viic an uo'ng chua dam bao ve sinh sach se; (iv) tinh chuyen nghiep cua nhan vien phuc vu tha'p, trinh dp chuyen mdn khong cao, flng xfl vdi du khach thie'u van minh lich sii; (v) an ninh trat tii chUa dUdc bao bao, tinh trang trgm cdp, au da, chen ep khach vin cdn dien ra, lam cho du khach lo idng, thiSu tin tudng vao cha't lUdng dich vu.
De nang cao cha't lUdng dich vu va lam hai long du khach tai KDL Sdm Sdn, mot so khuyen nghi sau ddy can quan tam thiic Men: (a) Khuye'n khich cac doanh nghiep tfl mgi thanh phdn kinh te ddu tU xay diing cd sd vat cha't phuc vu du lich nhU khach san, nha hang, khu vui chdi, v.v. theo hUdng da
Nguyin Viet Dang, Nguyen Th| Trang
d a n g h o a vk n a n g c a o cha't lUdng dich v u ; (b) T a n g cUdng c d n g t a c q u a n ly n h a n u 6 c ve cac h o a t d g n g k i n h d o a n h dich v u v a a n n i n h t r a t t i i n h a m k i p t h d i p h a t h i e n v a k h a c p h u c n h i i n g s a i p h a m t r o n g c u n g i i n g dich v u ; (c) T r a n h t h u sii g i u p dd c u a cac cd q u a n hflu q u a n d e b d i dUdng n a n g c a o t r i n h dp c h u y e n m o n c h o dpi n g u n h a n v i e n p h u c vu; (d) T a n g cUdng cac h o a t d d n g q u a n g b a , gidi t h i e u v ^ K D L n h a m c u n g ca'p d a y d u t h o n g t i n cho d u k h d c h trUdc vk t r o n g c h u y e n d u lich t a o t h u a n Idi d e d u k h a c h Ilia c h p n loai d i c h v u td't nha't; (e) Xay d i i n g vk p h a t t r i e n c a c m d h i n h d u lich cd sU t h a m gia ciia cpng d d n g n h d m t a n g cUdng q u y e n loi va t r a c h n h i e m c u a cdng d d n g dia phUdng v a cac cd sd k i n h d o a n h t r o n g n a n g cao c h a t lUdng dich v u v a p h a t t r i e n d u lich.
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