TAP CHl mi mifo'NG
GIAI PHAP NANG CAO CHAT L U O N G
DICH Vy DU LICH MAO HIEM TAI THANH PHO DA LAT
• NGUYEN TH! KIM YEN
TOM TAT:
Nghien cffu dffdc ihifc hien nham tim ra cdc ye'u td'dnh hffdng den sU hdi Idng ciia du khdch iham gia du Ijch mao hiem (DLMH) tai Dd Lal, tff dd de xua'l cdc gidi phdp nang cao cha'l lifdng dich vu du lich ddc ddo nay. Tde gia da khdo sdi 237 du khdch cd sddung djch vu DLMH lai thanh phd' Dd Lal. Ket qua kiem dinh cho tha'y cdc thang do deu dat do lin cay. Phan lich hdi quy cho tha'y 4- ye'u to' la "Sd lin cay". "Sd ddp dng", "Sff ddng cam" vd "Nang Idc phue vu" cd anh hddng lieh cdc len sd hdi long ciia khach du Iich tham gia DLMH tren dia ban nghien cffu.
Tuf khda: Chd'l Iffdng djch vii. du Ijch mao hiem, sU hai Idng, thdnh phd'Da Lal.
1. Dat van de
Da Lal Id mdi thanh phd cd khi hdu dn ddi.
quanh nam mdt me cung vdi nhieu danh Iam thdng cdnh dep. Ndi day cd nhieu dang dia hinh. nhieu nui cao. sdng sud'l, thac ghenh. Ia diem de'n ciia nhieudukhdeh. Ndm20I9. Da Lat ddn 7,160.000 Iffdt khdch. trong dd cd 533.000 Iffdt khaeh qud'e ic Cde doanh nghiep Id hdnh iren dia ban linh Lam Ddng da ddn tiep va phiic vu khodng 71.500 Iffdt khdeh tham gia trai nghiem cac boat ddng du lieh the thao mao hiem tren dia ban (Sd Van hda - The tbao - Du lieh iinh Lam Dong. 2019).
DLMH id mdt loiii hinh diic biet dffdc hoaeh dinh phdi trien. lao sdc hut du khach. Cdc Ioai hinh 01.MH nhd leo niii. xe dap dia hinh. eheo xudng vffdl lliic. Icn ihac. du lifdn ha\ leo vach dd da \ a dang du'de khai ihdc khd Idl d day,
Tinb den ibdi Jicm hien lai. hoat ddng DLMH
tai Da Liit van chda phdt huy bet tiem nang vf gap nhffng khd khan nha't dinh; Chffa quy hi difdc cdc khu, luye'n, diem chuyen biel dd id cac hoal ddng ve DLMH; ihie'u cd sd dac chuyen mdn nghiep vu cho dpi ngii nhan vie trd nhu hud'n luyen vien. irgng lai, bdc sT, hi ddn vien, (Sd Van hda - The ihao - Du ljch Lam Ddng, 2019).
Nhu cau ve dich vu DLMH da tdng len ddi trong nhdng nam gan day. viee namdUdcdan Clia khach hang ve chat lifdni; dich vu DLMl cd y nghTa dd'i vdi cdc cong i\ kmh doanh die DLMH ndi rieng cung nhff sU phdi inen du lid Da Lat ndi chung. Nghien Li'fu n,r, difrfchinh 1 vdi mong mud'n tim ra nhdnji \<;'LI I.V i.i^^ done t hai Idng cua du khdch. de tff dr. di. u.i'i mdt se phdp nhdm nang cao cha'l lu'dng; d , I, i, \^\ \A thdnh phd'Da Lat.
QUAN TRj-QUANLY
2. Phddng phap nghien cii'u
Phffdng phdp dinh Iffdng dffdc sff dung trong nghien cdu nay. Dff lieu cua 237 du khdch sddung dichvu DLMH tai thanh phd'Da Lat du'de khdo sat bSng phieu dieu tra. Thang do Likert 5 diem dffdc sii'dung, tffdng dng id mdc "Hoan loan khdng dong y"de'n "Hoan todn dongy". Md hinh Servqual vdi phan tich nhdn to' kham pha (EFA) ket hdp vdi phan lich hoi qui dddc sff dung de kiem dinh md hinh va phan lich nhan id anh hffdng trong md hinh.
Thdi gian nghien cffu; De tai dUdc thffc hien tff Ihdng 10/2019 de'n thdng 5/2020. So lieu eiia nghien cdu va phie'u khdo sdt difdc thu ihap vao Ihdng 11 va 12 ndm 2019.
3. Cdsd Iy thuye't va md hinh nghien cii'u 3.1. Du Ifch mgo hiem
Theo To chdc Thddng mai (ATTA), DLMH la hanh trinh cd chda il nha't hai trong ba ye'u id' sau;
Van d^ng the Idc, mdi irddng iff nhien vd trai nghiem \ e cdc nen vdn hda. Gid'ng nhd nhdng Ioai hinh du lich khde, DLMH mang Iai Irdi nghiem trong nffdc hodc ngodi nu'dc, chuye'n di khdng dai qua 1 ndm. Theo Td' chffc Du lich The gidi (UNWTO). DLMH cd cdc dac diem nhu sau:
- DLMH gidp phue hdi nhdng diem de'n chju thien tai va xung dgi chinh tri. Khdch tham gia DLMH cha'p nhan riii ro va da thich nhdng diem den it ngffdi lui tdi de cd nhffng trdi nghiem ddc dao.
-Thu hiit khach cd khd ndng chi trd cao.
-Ddng gdp cho nen kinh tedia phffdng. Nghien cffu cho Iha'y chi cd 59r trong tdng sd'chi phi khach du lich tra cho mdl tour du ljch dai tra tai cdc nddc dangphdt tnen ddng gdp vao nen kinh te'ciia diem den. Trong khi dd. con sd' ndy ciia DLMH trong niim 2014 theo ATTA Id 65 5^^-
- DLMH khuyen khich diem de'n tuan thu ede nguyen idc hoat dpng ben vffng. Nhffng nhd xay dffng chinh sdch va ihffc hien DLMH tudn ihii theo cdc nguyen idc bao ve mdi irddng ben vdng. vi ho hieu rdng ddnh ma't moi trffdng td nhien \a trdi nghiem vdn hda \ nghia dong nghTa vdi diem de'n cda hp se ddnh ma'l tinh canh tranh.
Cdc loai hinh DLMH bao gom: Tham hiem khaocd'; Tham gia vao le hdi/hdi chd dia phffdng;
Backpacking: Quan sdt chim mudng; Ca'm irai;
Ched thuven ca nd: Thdm hiem hang ddng; Leo mii (dd/bang); Cac boat ddng van hda; Du hch sinh thdi; Chddng trinh gido due; Cdc hoat ddng ben vffng vdi moi tru'dng: Cdu ca: Lam quen vdi ngffdi dan dia phUdng; Di bd leo nui; Cddi ngda; Sdn ban.
Cheo thuyen kayak: Hoc ngdn ngff mdi; Ldn bien;
Trekking; Tourdi bd; Thdm ban be/gia dinh; Thdm cac di lich lich sff. Du lich hoiit dpng tinh nguyen.
3.2. Chd't luong djch vu
Chat lu'dng dich vu dUdc ddnh gid gidn tiep qu;i sff chenh lech gida mong ddi \ e djch vu va nhan thdc cua khdch hang khi sd dung dich vu (Parasumian. Zeithaml & Berr. 1985, 1988). Cha'l Iddng dieh \u la nhan id lac ddng nhieu de'n sif hdi Idng Clia khdch hang. Ne'u nha cung cap dich vu dem lai cho khdeh hang nhdng san phd'm/dich vu cd chat lUdng thda man nhu cau ciia hp thi doanh nghiep dd bu'dc ddu lam cho khdch hang hai Idng.
Dodd. mud'n nang cao sff hdi long cua khach hdng.
doanh nghiep can nang cao chat lifdng dich vu cua minh hdn nffa.
Cd 5 thanh phan cd bdn ciia chdl lifdng djch vu bad gdm: Tinh hffu hinh (Tangibles), Sif dap ffng (Responsiveness). Nang Iffc phue vu (Assurance), SffUncay (Reliabilit)) vd Sffdongcdm (Empathy):
(1) Tinh hffu hinh: The hien qua thffdng hieu, hinh dnh. tai lieu, trang ihie't bi va mdy mdc de Ihffc hien dich vu vd ngoai hinh. irang phue cua nhdn vien phue vu.
(2) Su'tin cay; The hien khd ndng thUchi^ndich
\ u phCi hdp va diing hen ngay tff Ian dau.
(3) Sff ddp ffng: Mffe do mong mud'n va sdn sdng phue vu khdch hang kip thdi.
(4) Ndng Iffc phue vu: Kie'n thffc chuyen mdn vd phong cdch lich Iam. mem nd cua nhdn vien phue vu. tinh sdn sang va ddc biet la gidi quyel nhanh cdc khie'u nai. thac mac cua khdch hang.
(5) Sff ddng cam: The hien sff dn can. quan lam, tham hdi. dpng vien de'n tffng cd nhdn khdch hang.
3.3. SUhdi long ciia khdeh hdng Sd hai long khdch hang la mdt cam xiic ddp lai do'i vdi viec sd dung mdt sdn pham hay djch vu va nd ciing Id mdt lien trinh phdc tap ciia con ngddi.
lien quan den nhdng qua trinh nhan thffc. cam gide.
eung nhff lam li va nhffng anh hffdng sinh li khac (Oh^& Parks. 1997: Oliver. 1981),
Theo Kotler. sU thda mdn - hai long ciia khdch
So 9-Thang 5/2020 223
TAP Cll CONt riinNG
ban;: Id mffc dd eua Hang thai cam gidc ciia mdt ngUdi bat ngudn iff vice so sanh ke't qua thu difdc tff viec lieu dilng sdn phd'm/dich \u vdi nhffng k\
vpng cua khdch hang
Mdl cdch Id'ng qudt. mffc dp hai Idng la sif khde biel giffa ky vpng cua khdeh hang \ e hang hda hodc djch vu va bieu hien ctia nd trong thffc te theo ddnh gid ciia khach hdng.
Md hinh nghien cifu
Md hinh nghien cffu de xud'l ciia de tai theo nghien cdu cua Parasuraman & Clg (1988). thang do dddc dieu chinh phu hdp vdi ihifc le eua djch vu DLMH lai Da Lal. (Xem Hinh)
Hinh: Md hinh nghien cCfu de xuat
& Ctg. 1998 Md binh nghien cffu ndy dffa ra gid ihuyei;
HI: Tinh hdu hinh cd tde ddng tieh cde len sff hai Idng eua du khaeh
H2: Slf tin eav cd tde ddng lich effc len sff hai Idng eiia du khdch
H3; Sdddp ffng cd idc ddng tich cffe Ien sff hai Idng Clia du khdch
H4: Ndng Ide phue vu cd lac ddng tich cUc Ien sd hai long ciia du khdeh
H5: Sd ddng cdm cd tac ddng tich cdc len sd hdi Idng eiia du khdch
4. Ke't qua nghien cdu 4.1. Md td mdu
Kel qua thu thdp dff heu id 237 phieu khao sdt cho ihd'v: Ti le du khdch nam Id 55.1%, nff la 44,3'7f Ti le nam. nff khdng qud chenh lech nhau. dieu nay eho thav nff gidi bay gid cung rat quan tam den loai hinh DLMH Ddtudi ddng nha'l sff dung dich \u nav la 30-45 tud'i. ehiem 39.7'f. Tiong dd \ e muc dich till khaeh di du lieh ihu>in iu\ \di khaeh kinh doanh
ke't hdp vdi du lich cd iv le gan h.;i r •''^•'^'-'''"
la 4y,4Vr va 43.9'"^. Va so lan di dn lich cii khach dong nhd't van thupc \ e nhffng ngffdi ni mdl Ian, chie'm 40 5%. Tuv nhien. sd Iddng du k dl 2-3 lan cung rat ddng, chie'm 39.7'^f.
4.2. Gid tri trung binh cdc ddnh gid cii khdch
Ddnh gid cua du khdch ve cde ye'u td'thupc lu'dng dich vu tudng dd'i cao. Cu the, nhdm y(
Nang lUc phue vu cd gid tri trung binh (mea 4.36, SU ddp ffng la 4.35. Sd tin cay la 4 32. Si long Id 4.26 va Sd ddng cam la 4.15. Nhu nhdm ye'u id' Nang Idc phue vu du'de du k ddnh gid cao nhd't va nhdm ye'u td Sff dong difdc ddnh gid tha'p nha'l,
Cdc Ihang do deu dat iddng quan bie'n long Id' Sd tin cay cd tde ddng de'n sd hai Idng CL khdch. Dieu dd cho thd'y thdi gian qua cdc cd dd phan ndo giup du khdch cd the yen tan nhffng gi djch vu dem Iai. Day la nhdng die khdch ra't quan lam. nen ne'u doanh nghiep dd[
thi cd the khdeh se hai Idng va danh gid cao IUdng dich vu ciia cdng ly. Trong do, ye'u id "(
ly cung ca'p djch vu diing vao Ihdi diem da dai Mean cao nha't, cdn "Cdng ty thdng bdt Ong/ba Ihdi diem cdc djch vu dffdc Ihffc hiei Mean Iha'p nha'l, Dieu dd cho tha'y, cdng ty nei nhac den viec thdng bdo rd lieh trinh cho du kl Du khdch danh gid cao nha'l ye'u to' "Nhan Cdng ly Iudn sdn sang giup dd 6ng/Ba"
nhien, iheo du khach. tbdi gian de dap ffng yei Clia du khach chffa dddc cao. Cu the la yi
"Nhan vien Cdng ty iudn td ra cd ihdi gian da|
yeu cau cua 6ng/Ba" cd Mean Iha'p nha't.
cdng ty cd lhe xem xei de'n ihdi gian danh che giup dd cdc vd'n de cua du khdeh nhieu hdn.
Trong edc ye'u Id' ve Ndng life phue vu lh td'cd Mean cao nha'l la "Nhan vien irong Cd ludn id ra Ijch sff. nha nhan vdi 6ng/Ba ". B6n dd, ye'u td'cd Mean tha'p nha't la "Nhan vien Cdng ty cd kie'n thdc de tra Uii cac cdu hd 6ng/ba", Ke't qua nav phan n^<, cho tha'y, thdc Clia nhan vien Irong cdng i;, can dUde cao hdn nffa de lam ibda man ciu imn mong i Clia du khdch. Viec cho nhan vi..: , (.nnptv hoc tap nang cao trinh dd chuv Oi . y|^p [, giai phdp cd'p thie't difdc dai u i ^
QUANTRI-QUANLY
Bang 1. Gid trj trung binh cdc ddnh gid cua du khach YSutfT
TB = 4 32
Stf Cip ijing TB = 4.35
NSng lyc phyc vy TB=4.36
Sy d6ng cam TB = 4.15
Sy hai long TB=4.26
_
Bien quan sat TC01 TC02 TC03 TC04 TC05 DUOS DU07 DUOS DU09 NLPV10 NLPV11 NLPV12 NLPV13 DC14 DC15 DC1S DC17 DC18 HL24 HL25 HL26 HL27
Nho nhat 1 2 2 2 1 1 2 3 2 1 3 2 2 2 2
2
'
Ldn nhal 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
Trung binh 4,33 4 32 4 36 4 22 4.39 4 41 4.50 4 31 4.16 4.35 4.34 4.52 4.22 4.17 4.34 4.09 4 07 4.08 410 4 34 4.38 4.23
4.3. Phdn tich dg tin cdy thang do Ket qua phan phan lich do Un cay thang do bkg he sd Cronbach's Alpha cho tha'y cdc thang do deu dai yeu cau ve tffdng quan bien long (>
11,3) Thang do Sff ddp ffng dffdc tac gia loai bd hien DU09 Iam cho he sd Cronbach's Alpha tdng len 0.789. He sd'Cronbach's Alpha ciia 5 thang do c6 gid irj tff 0.742 de'n 0.843.
4.4. Phdn tich nhdn to'khdm phd Tff ket qua phan licb dp tin cay ihang do. tien h^nh phdn iich nhan id' khdm phd bang phUdng phdp Principal ,\\is Factoring ket hdp phep xoa\
R'omax ddi vdi bie'n dde lap va bie'n phu thupc nham rut trich cac nhan to'thda man cdc dieu kien'
Nguon: Ket qua phdn tich cICf lieu t lia idi gid he so' K M O dat gid iri tff 0.5 trd Ien, kiem djnh Bartlett cd y nghia thd'ng ke. ede bie'n cd he so'tai
> 0.5. diem ddng Eigenvalue > 1 va long phUdng sai trich > 50%.
• Kel qua phdn lich nhan to' Ian 1: Bie'n quan sdtHH23cdbe soldi nhan to'nhd hdn 0.5 nen loai 2 bie'n nay ra khdi md hinh,
• Sau khi ioai bd cdc bien khdng phij hdp, ke't qua phan tich nhan id' lan 2 nhu Bang 2.
Kel qua phan lich nhdn id' Ian I eho ye'u td Su hdi Idng cua khdch hang bang phUdng phdp Principal Axis Factoring phep quay Promax. mdl nhan td da dddc rui trich vdi he so KMO bang 0.798
> 0.5, Vl \d\. phdn tieh nhan id' la phii hdp vdi dff
So 9-Thang 5/2020 225
TAP cm CONG THUDNG
Bang 2. Ket q u a p t i d
1 TC04 .841 TC05 1 .772 TC01 TC03
.750 .718 TC02 1 688 DClS DC17 DC14 DCI 5 DC1S NLPV11 NLPV12 NLPV10 NLPV13
HH19 ' HH20 j HH21 1 HH22 r DU07 ' DUOS
DUOS
n t i c h n t i d n t o k t i a m p t i d EFA tan 2
Yeu to 2 3
.843 .777 1
.701 .685 1 666 1
.784 .711 695 684
4 5
1
1
1
.S24 .818 .708 .582
1
.855 793 .723 -• Kel qud phdn iich dil heu ciia tde g,
heu. kiem dinh Bartlett vdi mffc v nghia Sig. bang 0.000 < 0.05 nen cdc bie'n cd lffdng quan vdi nhau trong ldng lhe. phUdng sai trich bdng 58.i7Kf >
50'"r.cho biet mdl nhdn id'gidi thich dffde 55 \1\%
bien ihien eiia dff lieu,
4..5. Kel qud phdn tich hdi qui da bie'n Ket qua phan tieh hdi qui cho Ihav. he sd R- hieu chinb bang 0.361, dieu nay ihe hien cdc bie'n doe Kip gidl Ihieh i3i.Afc 36.1 '.'c phffdng sai cua bien phu llnide Kiem dinh F cd mffe v nghia Sig. -
0.000. nhd v.i\ md hinh hdi q phu hdp.
Theo kdl qua ,i;an lich irpi hdi qui. cd 4 > i. ii id idc ddng cffe vao bie'n phu thugc (Su Idng) VI he so' hoi qui cua cde na\ cd y nghia ihd'ng ke
<0.05) bao gom: Sd lin cdy. su dng. nang Ide phue vu va sd <
cdm. Trong dd. bie'n Sd ddp dr Idc ddng manh nha't vdi he so', nha't bdng 0.315.
Do Iddng da cgng tuye'n;
nhan td' khac cd he sd' VIF <
vay khdng can quan tdm de'n Iffdng da cdng tuyen.
Tff phan tich hdi qui. cdt Ihuye't H2. H3. H4 va H5 dffdc nhan, cd nghia Id cdc ye'u id'S cdy, Slf ddp dng, Ndng Idc phi va Sd dong cdm cd anh hifdng sdhai Idng Clia du khdch, Ddyi la can cd de cdc cdng ly cd tht ra cac giai phdp nhdm nang cha't Iffdng djch vii ciia minh,
5. Ke't Iu3n
Vdi quy md khdo sdt 237 k du hch tham gia DLMH, md h khoang each dddc sff dunj nghien cdu cdc ye'u to' anh h;
de'n Slf hai long ciia khdch du Ket qua phan tich cho tha'y thang do du'de dda vao nghiei deu dat dp tin cay. Kel qua tich hoi qui vdi md hinh 5 I phdn nay. chung toi khdng cd t lin cay de khdng dmh Tinh hdu ed tde dpng de'n SUhai Idng ciia khaeh du lich thdnh phan con Iai deu cd tac ddng tich cdc k hdi Idng cua du khdch, dd la: Sudap dng (0.
SU tin cay (0.209). SU ddng cam (0,154) va 1 life phue vii (0.149).
Trong edc yeu td'ldc ddng den su hai ldn ddng cam la ye'u to'dddc du kh.Uh ddnh gid nha'l, vdy nen Cdng tj can chu irnng ,,, nfra viec the hien sff an can. quan K;,,, rj-,:;,,-! |^,^jj vien de'n tffng ca nhdn khach UAI-.L •
QUAN TRj-QUAN IY
r.\ll.iei THAMKHAO:
\.Sd\ .'in hdj - The thao vii Du lich tinh Lam Ddng (2019}. Bdo cdo gidm sdt kei qua \ tec ifng dung cie tdi ''Gidi phdp plidt tricn .sdn pham du heh the ihao tren dia bdn tinh Ldm Dong".
2, \\ nrld Tiiunsm Organization (2014). Global Repon on Adventure Tourism.
I Cri)nin. S..-\. Tav lor (1992), Measuring Service Qualitv A Reexamination and Exiension. Journal ol Marketini;.
36(7i,pp.rvf>S
4 Kmier, P. and Zaliman. G (1971). .Social Marketing- An Approach to Planne Social Chanize Journal of Markeling. y50). pp.3-\2.
^ Haemoon Oh (1999). Service quality, cuslomer satisfaclion. and customer \a!ue: ,\ holistic pcrspccli\e Inieniationcil Journal of Hospitality Management. 18.67-S2.
6, Parjsaranian. A . Zeilhaml. V.A. &. Berry. L.L. (1988), SERVQUAL. A multiple-item scale for nieasunng consumer perceplions oi" service quality. Journal ofReiailiiig. 64( 1). pp. 14-4(1,
7. Siskiis. Y,. Bouranta. N., Tsolsola.s, N (2005), .Measuring servicequality for siudenis in higher educalion- The
<:^s.co\'ihebus.\nessun'\ve[sily.Ecnidalicms()JCcimpunn'^cindDecisiims Sciences. 30(2l.pp.l63 - ISO Ngay nhSn bai: 7/4/2020
Ngay phiin bi?n d^nh gia vd s^a chffa: 17/4/2020 Ngav chd'p nhOn ddng bai: 27/4/2020
Thdng Iin tde gid.
ThS. NGUYEN THI KIM VKN
Khoa Quiin tri Kinh doanh - Du Iich va Quan he Cdng chung Trddng Dai hpc Yersin Da Lat
SOLUTIONS FOR IMPROVING THE QUALITY OF ADVENTURE TOURISM PRODUCTS IN DA LAT CITY
• MBA, NGUYEN THI KIM YEN
Faculty of Business Administration, Tourism a n d Public Relations Da Lat Yersin University
ABSTRACT:
This research is conducted lo find oul factors affecting the satisfaction level of tourists engaging in advenmre tourism products in Da Lal City, thereby proposing solutions to improve the qualitty of these products in the city. This research \\ as carried out b_\ sur\ eying 237 tourists who experienced adventure tourism products in Da Lat Cii_\'. The research's le.st shows that lhe scales are reliable. The research's regression anal\sis shows that four factors, namely
"Reliability". "Responsiveness". "Empathy" and '.Assurance" have positive effects on lourisls' satisfaction.
Keywords: Qualii\ of service, adventure tourism, satisfaction. Da Lat Cil>',
So 9 - T h a n g 5/2020 227
