IAP CHl cone TINNG
NANG CAO CHAT L I T O N G
DICH v y DU LICH CUA DIEM DEN TINH BA RIA - VUNG TAU
• NGUYIN THI HONG HANH - NGUYIN DAI DiidNG
T 6 M TAT:
Nghien ci?u 6Mc thtfc hien nham phan tich cdc nhan t6' tac dpng den sir hai 16ng (SHL) ciia IchiSch du ljch nifdc ngoiii ve chat lifdng dich vu tai tinh Ba Ria - Vung Tiu (BR - VT).
Tif dd, l&ra cd sd de nganh du Iich dia phifdng de xua't cac nhom giSi phdp gidp niing cao chat lifdng dich vii trong thdi gian tdi.
Kd'tqua nghien ciJu cho tha'y. cd 5 nhdm nhan to'tde ddng nhif sau: (I) Nang life phijc VIJ (COM). (2) Slf dap lfng (RES), (3) Sif tie'p cSn (ACC), (4) Cdc yeu td' hifu hinh (TAN), (5) Slf tin cay (RED.
Tif khoa: Sif hai long, du lich, khdch du ljch, chat lifdng dich vu, Ba Rja - Vung Tiiu,
1, Djt va'n de
Du lich da trd thanh mgt nhu ciiu tii't ye'u cua con ngifdi, gop phiin quan trong vao cd cau phat trien kinh te. trd thanh nen kinh te'mui nhgn cua nhieu nirdc tren the' gidi. Chinh \) \iiy. sU canh tranh giifa cac diem den du lich tai \'iet Nam va cac diem de'n du lich khac tai ASE.AN dang ngiiy ciing trd nen ga\ giit.
Neu trifdc day BR - VT difdc biet de'n la mpt thiinh phd' du lich noi tie'ng. dUdc du khach lifa chgn de tham quan, nghi difdng thi hdn 20 nam qua dia danh nay dii bi lui lai phia sau so vdi cac diem de'n mdi nt)i khac. So lifdng du khdch nifdc ngoai den da\ cdn khiem ton. chu ye'u la khdch npi dia de'n tham quan vap dip cudi tuan. di ve
trpng ngay nen doanh thu tir du khach khong cao.
Cd nhieu ly do dan de'n thifc trang nay nhif: San phiim du ljch con ngheo nan: chii't lupng djch vu du lich chifa cao; cd sd vat cha't ha tang cdn nhieu han che; cha't lifdng nguon nhan life con y6'u vii thie'u; chie'n lifdc marketing chifa tdt; chita cd cdc hoat dpng nghien cdu tam ly nhu cau du khdch ky lifdng.
Theo thdng ke. so ngay lifu tru binh quSn va mifc chi lieu ciia m6i du khdch tai BR - VT it hdn nhieu.- - ic J.em de'n khac a Viet Nam vii ASEAN ..ac khoan chi tieu cua du khach nifdc ngoai tai diem den niiy chu yiu la phi luu tni, phi UI chcji giai tri hi lieu Clia du tham quan va dn udng. Dich
chie'm mdi l> le ra'l il iron;: L
QUANTRI-QUANLY
khdch. T\ 16 khach du lich quay trd l a i eon it, jti-u n i y the hien nang li/c canh tranh cua BR-VTc6nra't h a n c h e .
2. Cd sd ly thuye't va m6 h m h n g h i a n cvtu Si/hai long (SHL) Theo Terrence Levesque vil Gordon (1996). SHL cua khaeh hang chinh la u^ngthai hay cam nhan eua khach hang do'i v d i nhJ cung cap dich vu sau khi da sif dung djch vu Ji).OIi\er (1999) va Z i n e l d i n (2000) danh gia SHLcu.1 khdch hang l& sir phan hoi tinh cam hay toin b0 cam nhan eua khach hang do'i vdi nha cune ca'p dieh v u . tren c d s d so sanh sUkhae biet giifa nhflng gi hg nhSn dude so v d i mong ddi tnfde dd.
Mi"i hinh Ihang do Servqual (Parasuraman et al, I'W.'il la mot eong cu chinh Irong cac hoat ilfini! lie'p thi. difdc Slf dung de dilnh gid chat lu'dng djch vii. Thang do Servqual do lifdng cha't lu'dng djch vij di/a tren nhan thu'c eua khach hang su"
dvng dich vu cua minh (Tran, 2016). Parasuraman et ai (1985) cho biel. trong ba'i ky djch vu nao.
ehSt lifi^ng dich vu md khdch hang cam nhan cd th^ dp dung cho quy mo cua ni6 hinh bao gom 10 ihinh phiin.
\lo hinh Servperf (Cronin va T a y l o r . 1992 - 1995) difde mo hinh hda Iff mo hlnb Servqual, ed 5 yeu to tuy iheo tinh linh boat va tuy thuoc vao linh vifc dieh v u . M d hinh difde ap dung cho nghifin cii'u nay bao gom 5 yen to'chinh xae dinh ch3llif[;fngdich vu (Bie'n Y ) bao g o m : Dp tin cay.
kha ndng dap tfng, nang life, quyen iruy cap va lifp tuyen (Bicn X).
Gi;l Ihiet H I : "Sif tin e a y " cd md'i tifdng quan df'n SHL.
Giii thiei H2: " S i r d a p d n g " c d md'i tifdng quan den SHL.
Gia thiel H3: " N a n g life phue v u " ed mo'i RWng quan den SHL.
Gia ihiel H4: "Sy iic'p c a n " cd md'i tu'dng quan den SHL.
Gia thiei H5: "Phu'dng tien biTu h i n h " cd m o i WOng quan de'n SHL.
Vdi 5 gid Ihiei du'de de xuii't. md hinh nghien ctfu nhif sau: (Hinh 1)
Hinh 1: M6 hinh nghien cOu
•^ HI
[^
tin caySlf dap dng
Su tiep can [ Nang luc phue vy
Cac yeu to hOu hinh
3. Phi/rfng phap nghien cii'u
Xay di/ng Ihang do: Difa vao ke't qua cua edc nghien ctJu tru'dc. nghien cii'u thu'c nghiC'in. ihifc tien dia phifdng su'dung k\ ihual thao luan nhdm cung tham khao \ kien eua cae chuyen gia va khach hang vdi mue dich dieu chinh va bo sung cac bie'n quan sal dung de do lu'dng SHL. Tdi ca cdc bie'n quan sal irong mo hinh nghien cifu dUdc do lifdng bang thang do L i k e r l 5 ca'p do ( I - Hoan loan khong dong \ de'n 5- Hoan loan dong y).
Phifdng phdp chon mau \ a thu thap so' l i e u : Xdc dinh quy md mau cua ca md hinh phan lich kham phd. Theo Hair et al (2006). kich Ihu-dc mau du'de xdc dinh difa \'ao (i) mu'c td'i Ihieu la 50; (ii) so' lu'dng bien du'a vao phan tich cua mo hinh cd l i le 5:1 hoae 10:1 \ a khi ti le cang ldn lhi sai so' mau eang nhd. DiJ lieu sd ca'p ihu thap iCf cdc nguon (i) hdi thao. chuyen gia. nhdm cde nha khoa hoc quan ly \ e Unh vUc du lich va (ii) nghien Clfu qua phu'dng phdp phong van trtfc l i e p 420 khdch du lieh nu'dc ngoai tai d i c m den BR - V T
Cong cu xtf ly thdng lin: Nghien ctfu stf dung phan mem SPSS 20 de xtf ly so lieu, phan tich he sd'Cronbach's Alpha dtfde stf dung trtfdc de loai cac bien khong phu hop. phan lich cdc nhan id' kham pha EFA lExplorary Facior Analysis), phan tich hoi quy tuyen tinh de xdc dinh eae yeu td anh htfdng de'n SHL.
4. K e t qua n g h i e n cii'u va h a m y quan t r i Dae diem cua doi ttfdng khao sat: Doi itfdng la 420 khach du Hch ntfdc ngoai. ihu hoi 359 bang khao sal. trong dd ed 333 bang khao sdi hdp le.
(Bang 1)
So 10-Thang 5/2020 225
TAPCIJCSRGTIiriMfi
Bang 1. Thong tin ve doi iUOng du'de khdo sat
Tan suat Phan tram 211 63.4%
1 3044 46-60 1 >60 TH/CD DH
i Khac 1 [An dau lich L^n thif hai 1 T 1 LSnthdba ,
Khac j 116 109 32 71 166
96 118 99 59 57
34.8%
32.7%
9.6%
21.3%
49 8%
28 8%
35.4%
29.7%
17.7%
17 1%
Kel iptd phdn tich lit dii lieu khdo sdi. 2019
Danh gia dp tin ca\ ciia thang do: Ket qua phan tieh eho thay, ta't ca eac ihang do deu cd gid irj tren 0.60. thap nha't la thang do SAT (0.824)
\:i eao nha'l la ihang Oo COM (0.956i. Tong sd' quan ^ai ban ddu la 45 bie'n quan sat i5 thanh phan). ket qua Cronbach's Alpha dd loai bo 4 bie'n quan s.iI Vj_\ nen. 41 bie'n quan ^ai cdn lai se dtfdc stf dung irong phan lieh nhan to khdm pha EFA (Bang 2)
Bdng 2. Kel qud p h a n Hch STT Nhan to Ma hoa
1 , Sy tin cay REL 2 Sy dap tfng RES 3 ' Su tiep can ACC 4 Nang luc phue vu COM 5 Cac yeu to huu hinh TAN 6 Sy hai long SAT
Ke't qua phan lich nhan to ciio ihdv He s6 1 >
KMO > 0.5. mtfc y nghT.i I ' ^ s i g r. d 000). long phtfdng sai trich ldn hdn 50<\ i65."^i'-''' • ' cho biet 5 ye'u to nay giai thich du'de 65.70.-^'. bien thi^n cua dtf lieu. (Bang 3)
Bdng 3: Ket qud EFA
KMO Bartlett's Test of Sphericity (Sig.) Tong phuong sai trich (%}
0.950
0,000
65,705
Ki-'l cpid phdn lich tit eld lieu khdo sdt. 2019
Ket qua phan lich hoi quy cho tha'y: Gid irj F ciia md hinh 218,168 va gid tri Sig. cua F la 0,000 ed nghia la, ton tai md'i quan he luye'n tinh gitfa SHL vdi it nhat mgt irong cac ye'u to' Id bie'n doc lap. Nhtf vay. mo hinh hoi quy luye'n tinh dtfdc dtfa ra phu hdp vdi dff lieu. He so' R-= 0,769 Itfc md hinh giai thieh dtfde 76,9% stf bie'n thien eua SHL do md'i quan he tuyen tinh cua cae nhan to Idc dong. (Bang 4)
Nghien ctfu cung lien hanh mot so'kiem dinh nhtf phan pho'i chuan, gia dinh ve hien ttfdng da cgng tuyen va stf ttfdng quan, ta't ea eho tha'y deu dai yeu eau. Cu the, dtfa vao he so phdng dai phu'dng sai VIF eua eac bie'n ed the tha'y, khong cd hien ttfdng da cgng tuyen xay ra vi VIF cua cac bie'n be hdn 10 (Hoang Trgng - Mdng Ngge. 2008). Ke't qua he so Durbin Wat- dp tin cqy Cronbach's Alpha
So quan sat 6 7 7 10 7 3 Kel qua pha
r
Cro
I licit HI JO I nbach's Alpha
0,848 0,882 0,903 0,956 0,911 J 824
QUlillTRiquANLV
Bdng 4. He so adc Udng cua cdc bien trong mo hinh hoi quy k I 1
M i hinh
Hdng sd Sytinc^y Sli dap Ling Si/ti$pc9n Nang llic phijc vy CScySutShOuhinh 6i£n phy thuQc; SM hai R- 0,769
Bchua chuan hoa
- 0,062 0,206 0,302 0,169 0,262 0,092 ong
Sal so chuan hoa
0,121 0,041 0,045 0,041 0,030 0,028
—
Bchuan hoa
0.200 0,299 0,170 0.305 0,097 Durbin - WE F'218,168
Mile y nghTa
-0,516 4,979 6,734 4.184 8,658 3.257 tson: 1,855 sig.F: 0,000
V T 0,607 0,000 0.000 0,000 0,000 0,001
F Sig.
2.280 2,796 2,347 1,762 1,263
Ghicliu: **: y nghta de'n 19c; *: y nghta de'n 59c: us: kbdng cd y nghia
Kei cpid phan lieh lit dil lieu khdo sal. 2019
son cua md hinh d = 1,855 tien tdi gia iri 2. Do dd. hiSn ttfdng ttf ttfdng quan chudi bae nha'l kh6ng anh htfdng de'n y nghTa cua md hinh hoi quy (Hair etal.. 2010).
Trong 5 bien dtfdc dtfa vao md hinh thi ta't ea d^ugiai thich mtfc do anh htfdng de'n SHL d eac mile S nghia ttf 1% den 5%. Gid tri Beta chuan ho^ ctia cdc bie'n nay eho tha'y. 5 bie'n dgc lap cd mfi'iquanhe thuan chieu vdi SHLvd mtfc do anh hiring cua ttfng yeu to la khae nhau. theo thtf ttf l^ti Itfdl la: Thtf nhd'l la "COM": ihtf nhi la
"RES": thtf ba la "REL"; thtf itf la "ACC" va cutfi ciing la "TAN". Day ehinh la ed sd quan Tpng de' Iinh BR - VT xem xet ve chie'n Itfde phii trien trong thdi gian tdi. Can ctf vao ket qua nghien ctfu. nhdm idc gia dtfa ra mgt so' ham y quan tn sau:
Thiinbdf. can nang cao nang Itfc phyc vu cho
"Ifli ngu nhan stf trong nganh du lich. Cae \cu to
•lAhtfdng d6'n nang Itfc phue vu dtfdc ddnh gia chu yeu li6n quan den: Trinh dd. kie'n thtfc.
ehuyen mdn nghiep \ u . thai do phue vu. nhiet huye't va tinh than sdn sang phue vu cua ddi ngu nay thdng qua stf cam nhan ttf phia khdch hang.
Tlni hai. tang eu'dng kha nangdap tfng nhu eau ngay cdng cao cua du khdch. Dam bao ve ehd'l Itfdng dieh vu va so lifdng ngudn hang; dam bdo
\'e thdi gian \d tie'n do giao hang; dam bao ve quy trinh dich vu va hoal dgng kiem ira quy trinh van chuyen. . Nhtfng hoat dgng nay se the hien dang cap cua edc nha cung cap dich vu.
Thif ba, sLflin ed\ dd'i vdi ihu'dng hieu cua mot diem den lien quan la vd ciing quan irgng. Cdc cd quan chtfc nang nganh du lich can tang eu'dng giam sat cdc cdng i\ du lieh. cac cd sd lu'u tru.
nha hang, edc diem tham quan vui chdi giai tri.
cac diem mua sdni. cac cd quan quan ly djch vu tai cac bai tam.... de dam bao eac doanh nghiep dang ky niem \e'l bang gia, quy irinh dich vu nhdm bao dam ihtfc hien dieh \ u chuyen nghiep.
cha't Itfdng va dung nga\ lan ddu lien. Cdc ed quan chtfc nang can tang etfdng kiem Ira giam sal.
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tham chi xtf phal de cac diem den dam bao chat thay dd'i cdsd vat cha't. trang thu ' ^''-' ^^"^ °^**
li/dng dich vu. Vice lam naj du'de duy tri nhdm cha't Itfdng nhtf da cam ke't. Can \. m g va phdi tao stf canh tranh cong bdng. lanh inanh cho cac Irien eac ed sd san xua'l qua Itfu nicin ed nhieu doanh nghiep va dong thdi gdp phan xay dtfng san pha'm mang ddc trtfng rieng cd tu-i diem den BR - VT la diem de'n ly ttfdng cho mpi du khach. BR - VT va xem day nhtf la mdi trong nhifng san
Thti Hi cdc doanh nghiep can dtfa ra Id trinh pham du lieh thu hul du khdch •
TAI LIEU THAM KHAO:
1. Alegre. J , i^i: Garau, J. (2010). TounsI saiisfaclion and dissatisfaction. Annals of lourism research. 37( 1). 52-73.
2. AlKahlani, S. J. H., Xia. J. C . Vccncndaaland, B.. Caulfield, C , & Hughes. M. (2015). Building a conceptual framework for detemiining individual differences of accessibility lo tounst attractions. Tourism Managemeni Perspectives. 16.2S-42
.1. Butnaru. G,-l. (20! t) Comparaii\e analysis on the clients' perception of the quality of Ioun,sI products and scr\ices. buernutioiuil Bu.\iness and Managemeni. 3( 1), 63-76.
4. CcgicKWi. M . Espmoza. M . M,i\. C . Mules, T,. & Ritchie, B, (2004). Canberra 2000 visitor .satisfaclion evalualicm: CRC for Sustainable Touri-un.
5 Cohan. S. l2l)12i- The effects of the Image of Destination on Tounsi Satisfaction and Loyally: The case of Ciippniioc'ta. European Joumal of Social Sciences, 29(2). 222-232.
6. Foster. D. (1999). Measuring ciislomer .satisfaclion in the lourism industry. Paper presented at the Third International & Sixth National Research Conference in Quality Managemeni.
7. Khuoiig. M N.. & Ha. H. T. T. (2014i The Influences of Push and Pull Factors on Ihe International Leisure Toudsls' Return Inieniion to Ho Chi Minh Cily, Vielnam - A Mediation Analysis of Destination Satisfaclion, Inlerncitwniil Journal of Trade, I-^conomics and Finance. 5(6), 490,
S U i , W. H.. .^ \'inh. \ Q. (201?i How Promoiional Activities and EvaluaUve Factors Affect Destination Lo> .ilty: l-xideiice Irom Inlemational Tounsis of Vietnam. Inleriuilioiial Journal of Markeling Studies, 5( 1}, p70.
9. Lec. T H. (2009). A slmcturdl model lo examine how destination image, auitude, and motivation affect lhe future beha\ior of tourists Leisure Seieiues. ?tlCTK2[5- 236.
10 Mann, i \.& Tabemer. J. G. (2008). Satisfaction and dissaiisfaaion with desimulicm uunlniles: Influence on overall suiisjaeiion and the intenticm to return. Retrieved December. 18,2011.
11 Mohamad. M.. Abdullah. A, R.. .^ Mokhli.. S. (2012). Tourists' e%aluations of destination image and future behJ\ loural inieniion: The case of MaU> Ma Joumal of Managemeni cmcl Susiainabiliiy, 2(1). p | g j
12. Ngoc. k M . & Tnnh. N T. (2015l. Factors Atfecting Tounsis' Ueium IntenUon towards Vung Tau City Vieinain-A MeJuilion -\nahsisof DesiinationSatisfaciion Joumulnt \dvcmecdManagemeniScienr V 1 3(41
13. Oliani. L. G N . Rossi. G B.. .^: Genasoni. V. C. (2011). What arc the aUra.Uveness laaors ihal inHuence the choice of a tounsi desunaiion-a study ot Brazilian tourist consumer Chinese BuMiiew Re\.irv. 10(4, i x r OCT.
Nga> nhan bai: 15/4/2020
Nga} phan bi?n danh gia va .su'a chffa: 24/4/2020 Nga> chS'p nhan dang bai: 4/5/2020
QUANTahQUlillLY
Thiinf; lilt llic gia:
ThS, NCU YEN THJ HONG HANH ThS, N(;l v i N DAI DUCfNG
Khoa Kinh te'- Lii3t - Logistics, Trudng Dai hpc Ba Ria - ^ ung Tau
IMPROVING THE TOURISM SERVICE QUALITY OF BA RIA - VUNG TAU PROVINCE AS
A TOURISM DESTINATION
• Master. NGUYEN THI HONG HANH
• Master. NGUYEN DAI DUONG Faculty of Economics, Low a n d Logistics
Ba Ria Vung Tau University
ABSTRACT:
This study analyzes the factors affecting the satisfaction (SHL) of foreign tourists with lhe lourism .service quality in Ba Ria - Vung Tau Province (BRVT) in order to help the provincial tourism industry improve its service quality in the coming time. The results show lhal (I) Service capacity (COM). (2) Response (RES), (3) Accessibility (ACCl. (4) Tangible faclors (TAN) and (5) Reliability (REL) affect the satisfaction of foreign tourists with the lourism .service quality.
Keywords; Satisfaclion. lourism. tourists, service quality, Ba Rra - Vung Tau Province.
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