DEN HANH VI DU LICH CUA DU KHACH NOI DIA
• • •
DEN THANH PHO NHA TRANG
ThS. VO HOAN HAI Dqi hqc Nha Trang
Hanh vi tieu dung du lich da dfldc nhieu td chdc cung nhd c i c n h i khoa hpc, nha quan ly kinh doanh tai nhieu nddc tren the gidi nghien cdu va g i i i thieh. Tuy nhien, nhflng nghien cdu tfldng td chda dddc thflc hien nhieu d Viet Nam. B i i viet dfldi d i y se nghien cdu e i c nhan to' t i c dpng de'n sfl h i i Idng eda du k h i c h ndi dja khi di du Ijch tai Nha Trang. Nghien cdu sd dung mau thd'ng ke 320 k h i c h du lich ndi dja d i de'n thanh phd Nha Trang v i sd dung c i c h tiep can md hinh phfldng trinh ca'u trde nham kiem djnh tinh g i i tri eua thang do c i c khai niem cung nhd dp phu hpp eua md hinh, td dd dda ra nhflng de xua't cho cae nghien cdu tie'p theo. Ket q u i cua nghien cdu dfldc ky vpng se giup fch cho sfl phat trien du Ijch, nang eao hdn nfla vj the canh tranh cua du lich Nha Trang ndi rieng va l i cd sd tham k h i o cd g i i tri thuc di'y hoat ddng du Ijch tai c i c dja diem du Ijch k h i c ndi chung.
1 . Cd sd ly thuyet
a. Cac nhan to' day va keo trong hoat dgng du ljch
Md hinh cac n h i n td di'y v i keo dddc xem l i mdt md hinh ri't hflu hieu trong viec ly g i i i ddng cd Ifla ehpn dia diem du Ijch cua k h i c h hang"": du khach bj thdi thdc va eudn hdt bdi c i c t i c Iflc ed b i n , bao gdm mpt sdyeu td ndi tai v i d i e diem cua dja diem de'n tham quan'-'.
C i c nhan td day bao gdm q u i trinh n h i n thdc va ddng cd tam ly x i hdi chi phdi quye't djnh di du ljch cua k h i c h hang, xui't phat td nhflng k h i t vpng vd hinh hay cd hflu trong b i n t h i n cua mdi con ngfldi. C i c n h i n td keo la nhflng n h i n td ngoai sinh thdi thuc c i nhan quyet djnh di de'n mdt dja diem cu the sau khi mong mud'n di du Ijch da hinh t h i n h , bao gdm c i ye'u td hflu hinh va vd hinh cua diem de'n. Trong khi nhflng ddng ed thuc di'y ri't hflu ich trong viec g i i i thich ddng cd di du ljch eua ca nhan, thi c i c n h i n t d keo giup chung ta hinh dung q u i trinh xac djnh, Ifla chon diem de'n cua c i n h i n dd'".
•"Crompton, 1979; Uysal & Hagan, 1993.
°'Uysal&Hagan,1993.
"'Chrlstensen, 1983; Crompton, 1979.
Tourism consumption behavior has been studied and explained by numerous organizations, business man- agers and scientists in many countries all over the world Nevertheless, similar research- es have been not much con ducted in Vietnam.
The article below will study factors affecting satisfacton ness of domestic tourists travel- ing Nha Trang city. The research uses statistical sam- ple of 320 domestic tourists traveling Nha Trang and utilize approach of structure equation model to verify the value of concept measurer as well as appropriateness of the model, based on which recommenda lions for further researches are represented.
The research results are expected to be useful for tourism development, to lur ther improve competitiveness of Nha Trang's tourism industry in particular and to acceler- ate tourism activities in other tourism destinations in gener-
So 55 (7.2010) THONG TIN & DU BAO KINH Tfe - XA HOI
35
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^b. Ly thuyet hanh ddng theo du tinh
Theo md hinh Ly thuyet hanh ddng theo dfl tinh (TPB), con ngfldi cd the thflc hien mpt dang h i n h vi nhat djnh ne'u hp tin rang h i n h vi n i y se mang lai ket q u i nhi't djnh nao dd cd gia trj (tam quan trpng eua nhflng ket q u i n i y se ed g i i trj v i ddng thuan vdi hanh vi) v i hp ed nhflng ngudn Iflc, k h i nang v i cd hpi can thiet de thflc hien h i n h vi dd'"". TPB d i e biet phu hdp vdi nhflng hanh vi h o i n toan khdng chju sfl kiem soit cua c i nhin''^' va b i n t h i n ly thuyet nay edng chfla dflng tien trinh k h i s i u sac bao ham sfl xem xet ve chi phi va ldi fch c i n h i n rang budc trong nhflng loai h i n h vi k h i c nhau. TPB bao gdm mpt tap e i c md'i quan he gifla t h i i dp, chui'n mflc x i hdi, n h i n thdc ve kiem soit h i n h vi v i dfl dinh h i n h v i .
Hmh 1 : Mo hmh ly thuyet TPB cd ban j
c. Moi quan he giifa chat lugng dich vu, sU thoa man va y dinh hanh vi
Ly thuyet ky vpng - g i i trj do Ifldng ci'u true eua bie'n t h i i dp cho rang, chi't Ifldng djch vu du Ijch ed the dfldc djnh nghTa va do Ifldng nhfl la sfl c i m nhan ve viee sd dung mpt s i n p h i ' m djch vu v i sfl hai Idng eua k h i c h du Ijch. 0 d i y g i i djnh rang, mdi quan he gifla cha't Ifldng djch vu va sfl h i i Idng dfldc danh g i i [ii thi'p de'n cao, dieu nay ed y nghla l i chi't Ifldng eh? t i e ddng g i i n tie'p len y djnh h i n h vi thdng qua sfl hai Idng""'. Trong thj trfldng canh tranh, viec so s i n h , dd'i chieu s i n phi'm de Ifla ehpn la t i t ye'u. Viee so sinh c i c thude tinh cua c i c s i n pham se cung ei'p cho k h i c h hang thdng tin cung nhfl cd sd de Ifla ehpn san phi'm tieu dung.
Hinh 2: Mo hinh sfl thoa man va tan so' hanh vi (Olsen, 2002)
2. Cac gia thuyet va de xua't mo hinh nghien cdu
Td nhdng cd sd ly luan tren, c i c g i i thuyet trong nghien cdu dfldc d i t ra nhfl sau:
( H i ) : C h i t Ifldng djch vu so s i n h cd t i c ddng trfle tie'p dfldng dd'i vdi sfl h i i Idng eda du khach
( H j ) : Sfl h i i Idng, chui'n mflc x i hdi v i kiem soit h i n h vi ed t i c ddng trfle tie'p dfldng len y dinh di du Ijch cua du khach ndi dja den thanh phd' Nha Trang.
( H j ) : Y djnh h i n h vi va kiem soit hanh vi ed t i e ddng trfle tie'p dfldng len tan so' di du ljch cua du khach noi dja den t h i n h phd' Nha Trang.
"'Ajzen, 1985: Conner, etal. 1999.
'" Corby, Schneidier, Jamner & Woiitski,l 996.
'" Bloemer va de Ruyter, 1998.
36
THONG TIN & DU BAD KINH TE - XA HQI S6' 55 (7.2010)3. Phfldng phap nghien cdu
a. Bang hoi, ddi tugng nghien ciiru va thu tuc lay mau
Bang hdi bao gdm nhieu muc lien quan de'n dpng ed di du ljch cua du k h i c h ndi dja de'n thanh phd Nha Trang cung nhfl nhflng thdng tin c i n h i n cua ngfldi dfldc phdng vi'n. Viee li'y mau dddc thflc hien tai eae diem du lich trong thanh phd Nha Trang tfl t h i n g 8 de'n t h i n g 10/2008 vdi tdng cdng 320 mau, trong dd, ty le nam/nfl tfldng dng la 55,6/44,4, dp tudi ehu ye'u td 25-55 tudi (chiem 77,2%), trinh dp hpc vi'n chu ye'u td cap 3 trd len (chiem 94,4%), thu n h i p trung binh td 1-5 trieu (chiem 65,6%).
fa. Do ludng cac khai niem
Nghien cdu do Ifldng c i c khai niem sau: cha't lUOng dich vu dflpc d i n h g i i theo 5 p h i t bieu (bien), sd dung thang do 10 diem de do Ifldng; sU hai Idng dfldc d i n h g i i tren 6 p h i t bieu sd dung thang do Likert 7 diem; ehuan mUe xa hoi - dflpc djnh nghTa dddi gdc dp i n h hfldng eda nhflng ngfldi k h i c de'n viec quye't djnh Ida ehpn mdt dja diem du lich - dflpc d i n h g i i tren 6 p h i t bieu sd dung thang do Likert 7 diem; kiem soat hanh vi dfldc d i n h g i i tren 3 p h i t bieu sd dung thang do Likert 7 diem; y dinh tieu dung ddpc d i n h g i i tren 4 p h i t bieu sd dung thang do Likert 7 diem; tan so hanh vi (do Iddng tan sd chung ve hanh vi theo khung thdi gian 5 nam gan d i y ) dfldc danh g i i sd dung thang do Semantic 7 diem.
c. Muc dich nghien cu^u
Muc dfch cua nghien cdu l i khang dinh rang cae thang do d i m b i o dp tin cay, dp hieu Iflc hdi tu va dp hieu Idc phin biet; ddng thdi, kiem djnh mdi quan he gifla cae khai niem. De dat dflpc c i c muc dieh dd, nghien cdu thflc hien phan tich md hinh do Ifldng bang phfldng p h i p phan tich n h i n to k h i m p h i vdi sfl trp giup cua phan mem SPSS 15.0 v i p h i n tich nhan td x i c djnh (CFA) vdi sfl trd giup eua phan mem AMOS 1 6.0; tie'p dd md hinh ca'u true se dfldc p h i n tich; cac thd'ng ke ve sfl phu hdp se dfldc b i o c i o . Dp phu hpp cua md hinh dfldc x i c djnh qua: g i i trj x i c sua't eua thd'ng ke Chi - binh phddng Idn hdn 0,8 hoac hai chi sd CFI va CFI cd g i i trj ldn hdn 0,9 va ehi sd RMSEA dddi 0,08'".
4. Ket qua
a. Phan tich nhan to kham pha
Cd sfl phan biet rd r i n g gida cac nhan t d v i dp hdi tu gida e i c bie'n trong cung mdt n h i n to, cu the l i : 5 t h i n h phan do Ifldng dfldc p h i n biet t h i n h 5 nhdm n h i n td va c i c bie'n trong cung mdt nhdm n h i n td lai hdi tu vdi nhau; mat k h i c , he sd Cronbach's Alpha cua c i c nhdm n h i n t d deu vddt mdc 0,7 (mdc de nghj), chdng td thang do m i nghien cdu sd dung l i td't.
'"Browne vaCudek, 1992
So 55 (7.2010) THONG TIN S. DU BAO KINH TE - XA HQI
37
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^Sau khi p h i n tich ta cd ket q u i sau: Nhdm n h i n td y dinh di du Ijch cdn 3 bie'n va ed he sd' Cronbach's Alpha l i 0,877; nhdm nhan t d chi't Ifldng djch vu du Ijch tai t h i n h phd' Nha Trang gifl nguyen 5 bie'n v i ed he sd Cronbach's Alpha la 0,788; nhdm n h i n t d chui'n mflc xa hdi cdn 3 bie'n va ed he sd'Cronbach's Alpha la 0,837; nhdm n h i n td' sfl hai Idng cdn 3 bie'n v i cd he sd' Cronbach's Alpha la 0,795; nhdm kiem soit hanh vi gifl nguyen 3 bie'n v i cd he so Cronbach's Alpha l i 0,727 (xem b i n g 1).
Bang 1 : Ma train xoay nhan to'va \\% so'Cronbach's Alpha
Di du Ijch d Nha Trang trong nam tdi l i rat dang mong dpi.
Di du lich d Nha Trang trong nam tdi la ri't dfldc ky vpng.
Di du lich d Nha Trang trong nam tdi la da dflpc dfl dinh.
Cd sd vat chat ve du Ijch d Nha Trang day du va td't
Phong cich va t h i i dp phuc vu cua nhan vien du lich td't va chu d i o
Cd sfl ddng c i m cua du k h i c h khi du Ijch tai thanh phd' Nha Trang
C i c dich vu du lich d i p dng dfldc yeu cau C i i c i hang hda, dich vu d t h i n h phd' Nha Trang hpp ly va p h i i chang
Gia dinh i n h hfldng ri't manh de'n tdi khi quye't dinh Ifla ehpn di du lich tai t h i n h phd Nha Trang
Bd me t i c ddng ri't manh de'n tdi khi quye't djnh Ifla ehpn di du lich tai thanh phd' Nha Trang
Con c h i u i n h hfldng rat manh de'n tdi khi quye't djnh Ifla ehpn di du Ijch tai t h i n h phd Nha Trang
Khi di du Ijch tai t h i n h phd Nha Trang tdi c i m tha'y thda man
Khi di du lich tai t h i n h phd' Nha Trang tdi cam tha'y h i i Idng.
Khi di du Ijch tai thanh phd Nha Trang tdi c i m thi'y thich thd
Di du Ijeh de'n thanh phd Nha Trang dd'i vdi tdi l i ri't d l
Di du Ijch de'n t h i n h phd Nha Trang tdi e i m tha'y kiem soat dflpc
Di du Ijch de'n t h i n h phd Nha Trang trong thdi gian tdi l i ri't c h i c c h i n
Nhan td Y
djnh
0,904 0,903 0,782
Chat iirdng dich vu
0,794 0,777 0,754 0,697 0,615
Chuan mflc xa hgi
0,891
0,881 •
0,810
Sfl hai long
0,843 0,829 0,795
Kiem soat hanh vi
0,804 0,773 0,674
H? sd Cronbach's
Alpha
0,877
0,788
0,837
0,795
0,727
38 THONG TIN & DU BAD KINH TE - XA HOI S6'55 (7.2010)
nghia vdi kieh thflde m i u 320 (Idn hdn 200) va khi tinh tddng dd'i theo bac td do CMIN/df dat g i i trj 1,929, dat yeu eau ve dp tfldng thieh. Hdn nfla, g i i trj RMSEA l i 0,054, nhd hdn 0,08, ddng thdi hai g i i trj GFI v i CFI lan Iddt la 0,927 v i 0,949, cao hdn mdc de nghj 0,9. VI v i y , cd the ket luan, md hinh tdi ban dat dfldc dp tfldng thieh vdi dfl lieu. C i c trpng sd' nhan td eua e i c chi b i o dd'i vdi c i c k h i i niem deu dat mdc y nghia kha cao (p < 0,001; g i i trj thd'ng ke t deu kha Idn, td 8,865-25,259, trong dd, phan Idn Idn hdn 11). Ngoai trd thang do cua khai niem tan sd dfldc hieu ehinh, e i c g i i trj trpng sd n h i n td k h i c nam trong k h o i n g tfl 0,508-0,947. Ket q u i nay eho thi'y dp g i i trj hdi tu cua cae thang do la k h i td't.
Khdng ke thang do k h i i niem "tan so", cac thang do k h i c deu cd eae g i i trj dp tin cay tdng hpp nam trong pham vi dddc d i n h g i i l i ri't td't, td 0,739-0,889; ddng thdi, c i c g i i trj phddng sai chiet sdi't cung dat xa'p xi td 0,5 trd len. Ket q u i n i y cho tha'y, cac thang do sd dung deu dat dp tin cay eao, thich hpp cho viec phan tich siu hdn.
Bang 2: Cac thang do, trong so nhan to' va do tin cay cac thang do khai niem
Khai nifm va cac chi bao
Ydjnh
Di du Ijch d Nha Trang trong nam tdi l i rat d i n g mong dpi Di du Ijch d Nha Trang trong nam tdi la ri't dfldc ky vpng Di du Ijeh d Nha Trang trong n i m tdi l i d i dddc dfl djnh Chat Ifldng djch vu du ljch
Cd sd vat chi't ve du Ijeh d Nha Trang day du va td't
Phong each v i thai dp phuc vu eua n h i n vien du lich td't v i ehu dio
Cd sfl ddng c i m eua du k h i c h khi du Ijeh tai thanh phd' Nha Trang C i c djch vu du Ijeh d i p dng dflpc yeu c i u
G i i c i hang hda djch vu d t h i n h phd Nha Trang hdp ly va p h i i c h i n g
Chuan mflc xa hpi
Gia dinh i n h hfldng ri't manh de'n tdi khi quye't djnh Ifla ehpn di du Ijch tai t h i n h phd Nha Trang
Bd me tie ddng ri't manh de'n tdi khi quye't djnh Ifla ehpn di du Ijeh tai thanh phd Nha Trang
Con chau i n h hfldng ri't manh de'n tdi khi quye't djnh Ifla ehpn di du Ijch tai thanh phd' Nha Trang
Trong so nhan
tcf
0,831 0,947 0,775
0,689 0,779 0,710 0,649 0,508
0,909
0,802
0,678
Gia trj
t
17,532 21,308 15,914
12,819 15,031 13,336 11,885 8,865
18,333
15,705
12,880
tin cay td'ng
hgfp
0,889
0,803
0,842
Phfldng sai chiet
sua't
0,729
0,453
0,643
So 55 (7.2010) THONG TIN & DU BAD KINH TE - XA HOI
39
DIEN DAN TRAO DOI
Sfl hai Idng
Khi di du ljch tai t h i n h p h d Nha Trang tdi e i m thi'y thda m i n Khi di du lich tai thanh phd' Nha Trang tdi c i m tha'y h i i Idng Khi di du lich tai thanh phd' Nha Trang tdi e i m thi'y thich thd Kiem soat hanh vi
Di du Ijch den thanh phd' Nha Trang dd'i vdi tdi l i ri't de Di du ljch den t h i n h phd Nha Trang tdi c i m thi'y kiem soit dfldc
Di du Ijch den thanh phd Nha Trang trong thdi gian tdi la ri't c h i c c h i n
Tan so
Trong vdng 5 nam qua, anh (ehj) da di du lich den Nha Trang bao nhieu lan ke c i l i n n i y
0,844 0,775 0,643
0,780 0,520
0,775
1,000
15,895 14,437 11,708
13,886 8,879
13,780
25,259
0,801
0,739
-
0,575
0,493
-
Ghi ehu: X (121) = 233,386, p = 0,000; RMSEA = 0,054; CFI = 0,949; GFI = 0,927.
C i c he sd' tddng quan, trung binh v i sai so' chuan eua cac khai niem de xui't trong md hinh ddpc trinh bay d b i n g 3. Hau het c i c he sd' tddng quan deu k h i cao v i cd y nghTa thd'ng ke d mdc dddi 5%, ngoai trd tfldng quan gifla kiem soit h i n h vi va ehuan mflc xa hpi, tan sd v i c h i t Ifldng djch vu du Ijch, tan so' v i sfl hai Idng.
Bang 3: He so'tfldng quan, trung binh va sai so' chuan cua cac khai niem
1. cha't Ifldng djch vu 2. Sfl h i i Idng 3. Chuan mflc x i hdi 4. Kiem soat hanh vi 5. Y djnh
6. Tan sd
M 7,69 5,74 4,12 4,80 4,54
SD 1,00 1,17 1,75 1,32 1,72
1 - 0 , 3 7 "
0 , 2 1 "
0 , 3 4 "
0 , 2 4 "
0,06"^
2
- 0,15*
0 , 2 0 "
0 , 2 7 "
0,06'"
3
- 0,10'"
0,12*
0,12*
4
- 0 , 3 6 "
0 , 4 4 "
5
- 0 , 3 5 "
Ghi chu: * p < 0,05, ** p < 0,01; ns: khdng cd y nghla thdng ke d mUc 5%.
De d i n h g i i do g i i trj p h i n biet cua c i c k h i i niem, nghien cdu thda n h i n mdt thu tuc do Bagozzi, Yi, va Philips (1991) de xua't. Trong mdi tap do Ifldng, c i c cap k h i i niem trong mdt loat c i c md hinh do Ifldng hai n h i n td se dfldc p h i n tich n h i n t d x i c djnh sd dung AMOS 16.0. Kiem djnh sai biet Chi - binh phfldng dfldc thflc hien eho tflng cap md hinh. Ket q u i p h i n tich eho thi'y, ddi vdi ti't c i c i c cap k h i i niem, md hmh hai n h i n td l i tdt hon md hinh mdt n h i n td cho c i 4 g i i trj: Kiem djnh sai biet Chi - binh phfldng, RMSEA, GFI v i CFI. V i du, ket hdp k h i i niem sfl h i i Idng v i y djnh vao mdt n h i n to' (Chi - binh phfldng = 295,9; GFI = 0,756; CFI = 0,677; RMSEA = 0,31 6) tao ra mdt dp phu hpp tdi hdn ri't nhieu so vdi sfl ket hdp hai khai niem nay nhd e i c n h i n td t i c h rdi (Chi - binh phfldng = 14,3; GFI = 0,985; CFI = 0,993; RMSEA = 0,050). Cac ket q u i n i y ung hp viee c i c thang do la ddn nghla va c i c khai niem cd do gia trj phan biet eao trong t i p help e i c chi b i o v i k h i i niem sd dung trong md hinh. Tdm lai, e i c thang do Ifldng c i c k h i i niem dfldc de xuat dat do tin cay eao, cung nhfl dat dfldc tinh ddn nghia, dp g i i trj hdi tu v i dp g i i trj phan biet.
40
THONG TIN & DU BAO KINH TE - XA HOI So 55 (7.2010)he so ci'u trde cd y nghla thd'ng ke (trd n h i n to chuan mflc xa hdi cd p = 0,253).
D i n h g i i g i i thuyet H I , c h i t Ifldng djch vu du Ijch ed t i c dpng dddng, cd y nghTa thd'ng ke len sfl hai Idng eua du k h i c h (vdi c i c he sd' lan Iflot l i j3 = 0,38; t = 4,6). N h i n td' c h i t Iddng dich vu du ljch cd the g i i i thich 14% sfl hai long.
D i n h g i i g i i thuyet H2, c i c quan he ci'u true gifla c i c n h i n to'trong ly thuyet TPB la sfl hai long, chui'n mflc x i hdi, kiem soit h i n h vi t i e ddng len y djnh di du lich cua du khach. 0 day, c i c n h i n td'sfl hai Idng, ehuan mflc xa hdi v i kiem soit h i n h vi deu cd t i c ddng dfldng len y djnh di du Ijeh cua du k h i c h (vdi c i c he sd lan Iddt l i P = 0,26, t = 3,46; P = 0,07, t = 1,14 va P= 0 , 3 1 , t = 4,46), tuy nhien ehi ed hai n h i n td sd hai Idng v i kiem soit h i n h vi l i ed y nghia thd'ng ke. C i c nhan to trong ly thuyet TPB cd the g i i i thich 1 5 , 1 % y djnh di du Ijch eua du k h i c h .
D i n h g i i g i i thuyet H3, tan sd' h i n h vi chju t i c ddng trfle tie'p dfldng v i ed y nghTa thd'ng ke cua y djnh di du lich v i kiem soit h i n h vi (vdi c i c he sd lan Ifldt la P= 0,23, t = 3,89 v i P = 0,36, t = 5,47). Y djnh di du Ijch v i kiem soit hanh vi cd the g i i i thich 23% tan sd' h i n h vi di du Ijch cua du k h i c h .
Bang 4: Kiem djnh cac quan hf ca'u true trong mo hinh Quan he cau true
C h i t Iddng > H i i Idng H i i Idng > Y djnh Chuan mflc xa hdi -> Y djnh Kiem soit h i n h vi -> Y djnh Y dinh > Tan so' Kiem soit hanh vi -> Tan so
H H I H2 H2 H2 H3 H3
(P)
0,39 0,43 0,06 0,37 0,29 0,56
0,38 0,26 0,07 0,31 0,23 0,36
(t) 4,60 3,46 1,14 4,46 3,89 5,47
P(t)
* + *
* * +
0,253
***
***
***
R^
14%
1 5 , 1 %
2 3 %
P (X')
0,000
GFI
0,914
CFI
0,933
RMSEA
0,060
5. Ket luan
- D i y la nghien cdu bflde dau xem xet c h i t Ifldng djch vu t i c ddng len sfl h i i Idng, tfl dd xem xet t i c ddng cua c i c nhin to sfl h i i Idng, chui'n mflc xa hdi, kiem soit hanh vi den y djnh va hanh vi di du Ijch cua du khich ndi dia de'n thanh phd Nha Trang. Bang phfldng p h i p lap md hinh ci'u true, nghien cdu da tim thi'y chdng cd cho thi'y hai nhan to nay l i phan biet nhd dddc de xui't bdi c i c n h i t i m ly xa hdi (Cialdini, Reno v i Kallgren, 1990) v i ung hd viec tich hdp hai n h i n td nay trong viec sd dung md hinh ly thuyet TPB trong bdi c i n h cua nganh du Ijch.
- Cha't Iddng djch vu du Ijeh v i sfl hai Idng la hai k h i i niem k h i c nhau v i c h i t Ifldng djch vu ed t i c dpng manh de'n sfl h i i Idng. Dieu n i y d i t ra yeu eau dd'i vdi c i c n h i hoach dinh chinh s i c h cung nhfl c i c doanh nghiep kinh doanh du Ijch tai thanh phd' Nha Trang trong viec n i n g cao chi't Ifldng djch vu du Ijeh, td dd l i m n i y sinh y djnh v i tang tan sd du Ijch cua du k h i c h .
Mac du t h i n h phd Nha Trang cd ldi the l i mdt trong nhflng trung t i m du Ijch Idn eua c i nddc, nhdng trong nhflng nam gan day, n g i n h du Ijch cua t h i n h phd' Nha Trang dang gap p h i i sfl canh tranh ri't Idn tfl c i c trung t i m du Ijch mdi ndi nhfl Mui Ne, Da N i n g . . . Ngoai ra, do ddi sdng cua ngfldi d i n ngay c i n g dfldc nang eao nen yeu cau ve cha't Iddng se n g i y cang t i n g . Do dd, neu khdng nang cao cha't Iddng djch vu du Ijch, c i c du k h i c h se khd quay lai du Ijeh thanh phd' Nha Trang khi m i c i c trung tam du Ijeh k h i c dang khdng ngflng nang cao chi't Ifldng djch vu de thda m i n du k h i c h .
So 55 (7.2010) THONG TIN S. DU BAO KINH TE - XA HQI
41
DIIN DAN TRAO DPI
- Ket qua nghien cdu eho thi'y chui'n mflc xa hdi khdng i n h hfldng de'n viec Ifla ehpn mdt diem den du Ijch. Ket l u i n nay l i tfldng ddng vdi phan ldn c i c nghien cdu k h i c cua nfldc n g o i i (dfldc tdm Iddc bdi Ajzen (1991) v i mdt sd nghien cdu gan d i y ) va dfldc g i i i thieh bdi ehinh bdi c i n h cua nghien cdu nay: da sd ngfldi dfldc hdi la thanh nien (chiem 5 7 , 8 % m i u t r i ldi) v i phan ldn ngfldi dddc hdi ed trinh dp hoc vi'n tfl cao dang, dai hpc trd len (chiem tren 7 8 % m i u t r i Idi). Theo dd, hp ed tinh ddc lap khi Ifla ehpn dja diem de di du Ijch. C i c n h i n t d ve gia d i n h , bd me, eon c i i , ddng nghiep... it t i c ddng den viec Ida ehpn dja diem du Ijch eua du k h i c h .
- Ket q u i nghien cdu ung hd quan diem cua Ajzen (1991) cho rang viec nghien cdu bie'n kiem soat hanh vi e i i thien d i n g ke k h i nang d d b i o y djnh hanh vi vl kiem soit h i n h vi la n h i n td' cd i n h hfldng de'n y djnh h i n h vi va tan sd. Trong nghien cdu, ed the tha'y, mdt so du k h i c h bj c i n trd bdi e i c ye'u to' nhfl: thdi gian r i n h de di du Ijch, k h o i n g c i c h dja ly, thu n h i p . . . nen mac dd hp thich di du Ijeh de'n thanh phd Nha Trang nhflng khdng the di dfldc hoac khdng the quay lai dflpc. Tuy nhien, vai trd d f l bao cua nhan to' n i y ed the thay ddi, t h i m ehi g i i m manh v i trd nen khdng ed y nghTa thd'ng ke vdi sfl hien dien cua thdi quen (Verbeke va Vackier, 2005) h o i c trong bdi c i n h dddng sfl cd tinh tfl quye't cao trong viee dfla ra quye't dinh mua s i n phi'm (Mahon et al, 2005).
- Viee y djnh cd t i c ddng de'n tan sd h i n h vi da khang djnh gia trj dfl b i o cua n h i n to n i y , tfldng ddng vdi p h i t hien cua c i c nghien cdu trflde trong iTnh vflc hanh vi x i hpi ndi ehung. So vdi c i c nghien cdu trflde (Olsen, 2001 v i Verbeke et al, 1998), ket q u i n i y mdt lan nfla khang djnh de xua't eua Courneya (1994) ve viec sd dung tan sd de do Ifldng y djnh hanh vi l i x i c d i n g , D
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4 2 THONG TIN S, DU BAO KINH TE - XA HQI So 55 (7.2010)
