Moi quan he giu'a mang xa hoi, nhan thufc phat trien ben vffng va li/a chon diem den cua du khach
NGOYEN TH[ LIEN Dl$p- LC/U THI THANH MAI"
Tdm tdt
Nhdn thdc phdt trien bin vUng cho diem de'n du Uch td xu hudng chung cua the gidi, Viit Nam cung khdng td ngoai le. Mang xd hdi bUng nd td internet, loT, cong nghe 4.0, tri tue nhdn tao dd ldm cho nhiiu hogt ddng. nhiiu tinh vuc thay ddi td truyin thdng, gidi tri, tii'p thi, bdn hang vd ddi sdng xd hgi diu thay ddi vda tich cue vd vda tieu cUc. Nghien ciiu duac thuc hiin dexdc dinh mdhinh^ ly thuyi't gida cdc nhdn td: Mang xa hgi; Nhgn thiic phdt triin bin vffng; Lua chgn diim din du Uch thdng qua vai trd trung gian cua y dinh du Uch.
Tii khoa: mang xd hoi. nhdn thiic phdt trien bin vUng. lUa chgn diim di'n du Uch Siunmary
Perception towards sustainable development of tourism destinations is a trend of the world in general and in Vietnam in particular. Social networks booming because of the internet, loT, technology in Industry 4.0, artificial intelligence have changed many activities and fields such as communication, entertainment, marketing, sales and social life in both positive and negative ways. This study is conducted to build a theoretical model among the following factors: Social networks. Perception towards sustainable development and Choice of tourism destinations through the mediating rote of travel intention.
Keywords: social networks, perception towards sustainable development, choice of tourist destinations
GIOI THIEU de'n du lich cua hp? Do dd, nghidn cffu md'i quan he giffa mang xd hdi, nhan thffc phat trien bdn viJng diidc Hien nay, bat ky ai chi vdi mdt chide xem xet thong qua khia canh ve y dinh du lich va quydt di?n thoai thdng minh, hodc mot chid'c dinh Iffa ehpn didm dd'n Id van de can thiet trong bdi mdy tinh bang hay mdy tinh cd nhdn cd canh hdi nhdp qud'c td sdu rdng.
kd't ndi internet deu ed the tham gia mang
xahdi.Ngoaichffenanggiaotie'p,gan'ke't TONG QUAN NGHIEN CLfU cgng ddng, mang xd hpi cdn la cdng cu
hffu hieu giup cdc dia phUdng trong cdng Theo Bose va edng sU (2019), du khach cam nhan tdc phat trien du lieh, hd trd du khach tie'p diem dd'n la mdt thffdng hidu td't khi diem den bao gdm nhdn thdng tin vd edc djch vu du Uch cua mdt tap hdp nhidu nhd cung cap va dich vu. TrUdc khi ndi minh mud'n dd'n mpt each thudn tien, dd'n tham, du khdch thffdng hinh dung ve hinh anh eua dd ddng. Tuy nhidn, van de ddt ra Id lam diem dd'n trong dau, dat ra mpt loat cdc ky vpng dffa sao de kd't nd'i mang xa hdi vdi nhdn thffc tren kinh nghidm trffdc do, ddng thdi tham khao cac phat tridn ben vu^g va Iffa chpn didm de'n ngudn truyen thdng truyen midng, cac bdi vid't nhdn cua du khdeh nham giiip eho ngdnh du xet, cde quang cao cho didm dd'n, ciing nhff jjffa vao lich phdt uien? Khdng chi the, Vidt Nam niem tin cua moi ngffdi dd'i vdi diem dd'n. An tffdng can phai cd nhffng ehinh sach nhff the'nao chung ciia hp ve hinh anh mdt diem de'n sau ehuyd'n nh^m tan dung Idi thd' ciia mang xa hpi, thdm rd't quan trpng eho dia phffdng. Vi the', cdc doanh nang cao nhdn thffc phdt tridn ben vttng nghiep du lich can hdp tdc vdi nhau de cung dem lai sff vd tff dd giup cho khdch du lieh dffa ra phdt trien tich cUc cho didm dd'n (Buhalis va cdng sU, quyet dinh iffa ehpn Viet Nam la diem 2012; Ramkissoon, 2015).
' PCS, TS.. "ThS., Trudng Dgi hpc L?c Hong
Ngdy iih$n bdi: 05/05/2020; Ngdy phdn bi$n: 12/05/2020; Ngdy duyet ddng: 26/05/2020
Economy and Foret-aM Review
75
Ve va'n dd du lich ben vffng, Zhang va Zhang (2018) xde dinh each di thue d^y cdc doanh nghidp vffa va nho trong nganh du lieh cd trdch nhiem vdi xa hdi thdng qua viec tuyen truyen ve phdt trien ben vifng.
Cac doanh nghiep nay dang dai dien cho ndn van hda dia phUdng va eiing la ddn vi thUc thi cdc chinh sdch ve du lich ciia ehinh quyen.
O chieu ngffdc lai, khach hang ngay cang sdn sang tra cho san pham va dich vu mffc gid eao hdn ndu cdc ngudn tai nguyen mdi trudng dffdc dam bao (Dangi va Jamal, 2016; Kim va Park, 2017). Tai nguydn dia phffdng trd thanh tai san trung tam cho eac nha cung cap du lich va tinh ben vifng eiia ehung ddng vai tro cot Idi trong chid'n Iffdc marketing eho didm ddn du lich. Nhff vay, du d trdn quan didm cua bdn cung hay bdn cau, nhdn thffe vd tinh ben vffng ngay cang cd vai trd quan trpng dd'i vdi vide quyet dinh mdt diem dd'n du lich cd ha'p din hay khdng.
Sff phat trien thanh edng eiia du lich ben vffng can dffdc dam bao vdi sff tham gia cua cac ben lien quan va cd sU lidn kd't, hdp tdc giffa cac thanh vien ed ldi ich chung (Vu Minh Tam va Nguyen Van Tie'n, 2017).
Twumasi va Adu-Gyamfi (2013) cho rang, tffdng tde trffc tuyd'n ddng vai trd quan trpng trong vide xac dinh tie'n trinh ra quye't dinh ciia du khach eiing nhff hanh vi tidu dffng eiia hp. Cde trang mang xd hpi eua cdng ddng du lich cd day du thdng tin can thid't ve san pham va dich vu du lich. Nhd dd, du khach c6 the so sdnh vd dffa ra quye't dinh thdng qua ede ddnh gid, phan hdi ciia ngffdi diing khdc trong mdi trUdng trffc tuyd'n.
Do dd, mang xa hpi la phffdng tien tiem ndng manh me, ed thd anh hffdng den quyet dinh du lich ciia du khach. Mang xa hdi cdn la cdng cu hffu dung eho ede chuyen gia markedng, cung nhff doanh nghidp, giiip hp dinh hinh hdnh vi eiing thdi dp eua ngffdi tidu diing dd'i vdi ca san pham vd dich vu. Mang xd hpi la ngudn thdng tin dang tin cay, ma nhidu du khach da tham khao trong qud tnnh Idp kd hoach du lich.
CO SdLY THUYET Ly thuyd't did'm dd'n
Theo each tid'p cdn dia ly, dia diem du lich la mdt khu vffc dia Iy xdc dinh, nhff mdt qudc gia, mdt hdn dao hodc mdt thdnh phd, ma du khach Iffa chpn, d do cd day dii cdc cd sd vdt cha't, nhU: ndi lffu trff, ndi dn udng va ndi gidi tri (Kallmann vd Zehrer, 2015; Buhalis va cdng sff, 2012;
Jovicic, 2019; Kozak, 2019). Mdt diem dd'n thffdng bao gdm cdc thanh ph^n: (i) Cdc dac diem thu hut; (ii) Cd sd vat cha't eua diem dd'n; (iii) Kha ndng tid'p can; (iv) Hinh dnh eua diem dd'n; (v) Gid ca (Kozak, 2019).
Theo dinh nghia truyen thdng, cdc diem den dffdc coi Id khu vUc dia ly dffde xdc dinh rd, ching ban nhff: mdt qudc gia. mpt hdn dao bode mpt thanh phd (Kozak, 2019).
Cdc diem de'n cung ca'p eho thi trffdng cde san pham vd dieh vu du lich dffdi tdn thffdng hieu la diem den.
Liu va cdng su (2017) giai thich rdng. cde diem dd'n la ndi, ma mpi du khdeh chpn dd de'n vd chpn d lai
trong mdt thdi gian de trai nghidm mdt sd ddc diem bode khia canh ddc sdc ndo dd - nhdn thffc ve tinh ha'p dan cua mpt sd' loai hinh diem den.
Diem dd'n cd the Id mdt chdu luc (nhU: chdu My, chau Phi, chau Au...); cd the la mdt khu vUc, nhU: ASEAN; mpt dd't nffdc hodc Id mdt dia phUdng, thdnh phd, thi xa.
Ly thuyd't mang xa hpi
Theo ly thuyet mang xa hpi, mang xa hdi dUdc xdc dinh bang cac hinh mlu hanh vi vd y nghia cua md'i quan h$
giffa eac thanh phan ciia mang ludi ndy (Chung vd cdng sff, 2016).
Ly thuye't mang xd hdi giai thich edch ede mang boat ddng, phan tfch tap hdp cac md'i quan he phffc tap trong m^t mang Iffdi cde ed nhan hay td chffc vd xem cae thude dnh cua cd nhdn it quan trpng hdn mdi quan hd vd cdc kdt nd'i ciia chung vdi cdc chff the khdc trong mang (Panzer-Krause, 2019; Proskumikov vd Tempo, 2017).
Ly thuy@t n h ^ thut [rfiat t r i ^ b ^ viJhg Theo Ahnuhrzi vd Al-Azri (2019),
"phdt trien ben viJhg la mdt qud trinh ddp uhg nhu cau cua hien tai, ma khdng dnh hffdng den kha nang dap i3hg nhu eau eua ede thd' he tffdng lai". Do dd, phdt tridn bdn vijiig Id tao ra mdt cudc sd'ng tdt hdn cho tat ca moi ngffdi, cd tinh kha thi trong hidn tai va tffdng lai. Ndi cdch khdc, phdt trien ben viihg dUa tren cdc nguydn tSc bdo vd va sff dung bdn vuHg, hidu qud cdc tai nguydn thd'gidi, ddng thdi sfi" dung cdc tdi nguydn dd theo cdch phdn chia ldi ich cho ea hien tai vd tffdng lai.
Ve mat tich cffc, du lich cd the cung cd'p cd hpi ngay cang tang de phdt trien doanh nghidp, tao vide lam, eung nhff kich thieh dau tU vd ho trd eho edc dich vu dia phUdng, ngay cd d cdc viing h^o lanh, nham mang lai gid tri kinh te hffu hinh cho tdi nguyen thidn nhidn vd vdn hda. Didu nay cd the giup tdng thu nh^p trffc tiep tff ehi tieu eua du khdch cho van de bao tdn d cdc cpng ddng dia phffdng.
v d mat tieu cffc. du Hch cd the gdy dp Iffc trffc tiep len cdc lid sinh thdi di hi tdn thffdng, gdy suy thodi mdi difdng vdt cha't vd pha vd mdi trffdng sdng eiia dpng vdt hoang da; gdy dp lue ddng ke cho cdc cpng ddng dia phUdng vd din den sU mat cdn bdng cua cdc cpng ddng truyen thd'ng; ga\ khd khdn cho vi^c s^
dung cdc ngudn tdi nguydn khan hidm, ddc bipt Id dat vd nudc.
76
Tat cd nhiihg ngffdi boat ddng du lich cd trdch nhidm nhdn ra tam quan trpng cua sU phat tridn bdn vi^g. Du lieh cd the gdy tdn hai cho xd hpi vd mdi trffdng, ndu nhff phdt trien, ma khdng quan tam ddn dnh ben vffng. Chinh phu can cd cdc chinh sdch du lich gidi quyd't hai boa cdc van de kinh td, xa hpi va mdi trUdng, tang cUdng nhan thffc eho ngUdi dan vd phdt tridn du lich bdn viJng. Vd kinh td', tinh bin viftig cd the ddm bdo yd'u td' quan trpng cho kha nang tdn tai cua cdc doanh nghidp va khd nang hoat ddng cua doanh nghiep se dUdc duy tri trong thdi gian ddi.
Ly thuyd't y dinh du lich Y dinh du lich dUdc coi la mpt qua trinh tinh thin, bie'n ddng lUc di du lich thdnh hanh vi du lieh (Jeon va edng sff, 2017). Y dinh du lieh Id khd ndng nhan thffc eia khaeh du lich den mdt didm cu thd (Ahn va cdng sff, 2013; Pesonen va Pasanen, 2017). Y dinh phat sinh tff niem tin eua mdt cd nhan khi danh gid edc san ph£m du lich, dan den nidm tin ehu^n mffc vd cde ye'u td' tinh hudng phat sinh tff thdi diem Idp kd hoach hoac cam kdt du lieh (Ballantyne va cpng sU, 2018).
Doi vdi ca nhan mdi du khdch, y dinh sd bi chi phdi bdi ede kenh truydn thdng, duyen midng, y dinh mua sdn pha'm/dich vu du lich, yd'u td'gid ca hdp ly, eung vdi tdc ddng eiia cdc nhdn td'khdc.
Y dinh thUc hien mdt hanh vi Id yd'u td du bdo manh me ve hdnh vi trong thue td (Passafaro, 2019; Abubakar va Itkan, 2016). Theo ly thuyd't hanh vi ed ke hoach, nhdn thffe kid'm sodt hanh vi, ciing vdi y dinh hdnh vi, cd the dffde sff dung de dff dodn hdnh vi thffc te'.
Camilleri (2017), Lin va cdng sff (2014) cho thd'y, qud trinh Iffa chpn Id man tUvd lien tuc, cd Udn quan trffc tid'p dd'n va Idc ddng den J dinh, hdnh vi du lieh.
M 6 HINH NGHIEN CUU DE XUAT Mo hinh eua Fishbein vd Ajzen (1976) dp dung cho linh vffc du lich da xem xdt edc md'i quan hd giffa "Nhan thffc", "Nidm tin", "Thdi dd", "Y dinh"
vd "Hdnh vi". Trong dd, "Y dinh du lieh"
Id nhdn to cd trffdc vd se ddn tdi hanh vi quydt dinh Iffa chpn didm dd'n.
Theo quan diem ciia Wangari (2017), ddng Iffc du lich thdc day todn bd qud trinh dffa ra quye't dinh, theo sau la cdc giai doan truyen thdng, tim kiem thdng tin, ddnh gid cdc lua chpn khac vd dua ra
HIMH: MO HINH MGHIEN CCtG
quyd't dinh cudi cung. Qua dd, dd dang tha'y dMc y dinh tac dpng tieh cffc de'n quye't dinh Iffa chpn diem dd'n.
Trdn cd sd md hinh ciia Fishbein va Ajzen (1976) va quan diem eua Wangari (2017), dffa tren cae md hinh nghien cffu cffa cdc nghidn cffu trffdc day vd mdi quan he giffa mang xa hdi va nhan thffc phdt trien ben vffng den quyd't dinh Iffa chpn didm dd'n vd vai trd trung gian cua y dinh du lich, nhdm tac gia de xuat md hinh nghien cffu nhff Hinh.
Tff md hinh nghidn cffu, nhdm tdc gia dd xua't cac gid thuyd't nghidn cffu sau:
Gid thuyi't HI (mdi quan hi thd nhdt): Y dinh du lich ed tdc dpng tieh effe dd'n quydt dinh Iffa ehpn diem dd'n.
Gid thuye't H2 (mdi quan hi thd hai): Nhdn thffc phat trien ben vifng ed tde ddng tieh cffc de'n -^ dinh du lieh.
Gid thuyi't H3 (md'i quan hi thd ba): Nhan thffe phdt tridn ben vffng cd tdc ddng tieh effe dd'n quydt dinh lifa chpn diem de'n.
Gid thuyi't H4 (mdi quan hi thii tu): Mang xa hdi ed tac dpng tieh cffc dd'n nhdn thffc phdt trien ben vffng ciia du khdch.
Gid thuyi't H5 (mdi quan hi thii ndm): Mang xa hpi tdc ddng tich cffc dd'n y djnh du lieh cua du khdch.
Gid thuyet H6 (md'i quan he thd sdu): Mang xd hpi tac dpng tich cUc dd'n quyd't dinh lUa chpn diem den.
KET LUAN
Thdng qua ndi dung nghien effu, bdi vidt da de xud't dUdc mo hinh ly thuydt nghien effu md'i quan he giu'a mang xa hdi va nhdn thffc phat tridn ben vOhg dd'n quye't dinh lUa chpn diem dd'n va vai trd trung gian cua ^ dinh du lich. Tff day se cd mpt nghidn cu\i tid'p theo de dinh lUdng cu the tai mdt khu vUc dia phUdng cu the, bdng khao sdt thffc td', phdt trien edc thang do phii hdp ed kiem dinh sff tin cay, phan tich nhan td' khang dinh, nhdn td kham pha va kidm dinh sdu hdn bang md hlnh eau true myen tinh (SEM). Tren cd sd do, edc tdc gia dffa ra dffdc mdt sd ham y quan tri cd y nghTa ve 2 van dd ndi bat ttong phdt tridn du licli hidn nay, dd la: Mang xa hdi vd Nhdn thffc phat trien ben vQhg, cho cac ddi trpng: khdeh du lich, cdc doanh nghidp du lieh, cac dia phUdng cd diem de'n du Ijch vd bp mdy quan ly hoat ddng du Hch eua Nha nUdc, gdp phan dUa nganh "cdng nghiep khdng khdi" trd thdnh thd manh cua Viet Nam. •
Economy and Forecast Review
77
TAI LIEILTHAM KHAO _ _ _ _ 1. Vu Minh Tdm vd Nguydn Van Tid'n (2017). Phdt trien du tich bin vffng: md'i liin ki't giffa cdc thdnh phdn tham gia vd vai trd cua chinh sdch qudn ly nhd nUdc, phdt trien du lich bin vffng tgi cdc tinh, thdnh phd phia Nam: Thuc trgng vd gidi phdp, Nxb Chinh tri qud'c gia SU that
2. Abubakar, A. M., and Ilkan, M. (2016). Impact of onlme WOM on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing and Management, 5(3), 192-201
3. Ahn, T., Ekinci, Y., and Li, G. (2013). Self-congruence, functional congruence, and destination choice. Journal of Business Research, 66(6), 719-723
4. Almuhrzi, H. M., and AI-Azri, H. I. (2019). Conference report: second UNWTO/UNESCO world conference on tourism and culture: fostering sustainable development. International Journal of Culture, Tourism and Hospitality Research, 13(1), 144-150
5. Ballantyne, R., Moutinbo, L., and Rate, S. (2018). Consumer behaviour In tourism. Strategic Management in Tourism, CABI Tourism Texts, 73
6. Bose, S., Roy, S. K., and Nguyen, B. (2019). Developing a customer-based place brandequity - destination branding instrument. Place Branding: Connecting Tourist Experiences to Places
I. BuhaHs, D., Darcy, S., and Ambrose, I. (Eds.). (2012). Best practice in accessible tourism:
Inclusion, disability, ageing population and tourism, Channel View Publications
S.Cami\[en,M. (20n).The Consumers' Interactive Engagement andTheir Behavioural Intention to Purchase Tourism Products
9. Chung, J. Y., BuhaUs, D., and Petrick, J. F. (2016). The use of Social Network Analysis to examine the Interactions between locals and tourists in an online community
10. Dangi, T., and Jamal, T. (2016). /bi integrated approach to Sustainable Community-Based Tourism I I . Hallmann, K., Zehrer, A., and MUller, S. (2015). Perceived destination image: An image model for a winter sports destination and its effect on intention to revisit. Journal of Travel Research, 54(1), 94-106
12. Kozak, N. (2019). Tourist Destination Management: Instruments, Products, and Case Studies 13. Fishbein, M., and Ajzen, I. (1976). Misconceptions about the Fishbein model: Reflections on a study by Songer-Nocks, Journal of Experimental Social Psychology, 12(6), 579-584
14. Jovicic, D. Z. (2019). From the traditional understanding of tourism destination to the smart tourism destination. Current Issues in Tourism, 22(3), 276-282
15. Jeon, H., Jang, J., and Barrett, E. B. (2017). Linking website interactivity to consumer behavioral intention in an online travel community: The mediating role of utilitarian value and online trust. Journal of Quality Assurance in Hospitality and Tourism, 18(2), 125-148
16. Kim, K. H., and Park, D. B. (2017). Relationships among perceived value, satisfaction, and loyalty:
Community-based ecotourism in Korea, Journal of Travel and Tourism Marketing, 34(2), 171 -191 17. Lin, Y. H., Lin, F. J., and Ryan, C. (2014). Tourists' purchase intentions: impact of franchise brand awareness. The Service Industries Journal, 34(9-10), 811 -827
18. Liu, B., Huang, S. S., and Fu, H. (2017). An application of network analysis on tourist attractions: The case of Xinjiang, China, Tourism Management, 58, 132-141
19. Panzer-Krause, S. (2019). Networking towards sustainable tourism: innovations between green growth and degrowth strategies. Regional Studies, 53(7), 927-938
20. Passafaro, P. (2019). Attimdes and Tourists' Sustainable Behavior An Overview of the Literature and Discussion of Some Theoretical and Methodological Issues, Journal of Travel Research. 59(4), 579-601 21. Pesonen, J., and Pasanen, K. (2017). A closer look at tourist information search behaviour when travelHng abroad: What is the role of online marketing in choice of destination?. In Information and Communication Technologies in Tourism, 431-443
22. Proskumikov, A. V., and Tempo, R. (2017). A tutorial on modeling and analysis of dynamic social networks. Part 1 - Annual Reviews in Control, 43, 65-79
23. Ramkissoon, H. (2015). Authenticity, satisfaction, and place attachment: A eoncepmal framework for culwral tourism in AJxiean island economies. Development Southern Africa, 32(3), 292-302
24. Twumasi. A., and Adu-Gyamfi, K. (2013). The Impact of Social Networking Sites on die Purchasing Behaviours of Online Travel Community Members, In Information and Knowledge Management, 3(\ I), 105-111
25. Wangari, C. (2017). Understanding the U-avel motivation among youth travelers in Kenya:
the pushand pull paradigm. African Journal of Hospitality, Tourism and Leisure. 6( I)
26. Zhang, L., and Zhang, J. (2018). Perceptionof small tourism enterprises in Lau PI>R regarding social sustainability under the influence of social network. Tourism Management, 69. 10'>-1 :^o
' O "^ • Di/bio
