7 r
qUAN TRj - gVAN LY
NGHIEN CtfU CAC YEU TO TAC DONG DEN SU THU HUT KHACH DU LICH NQI DIA DEN VUNG DONG THAP MlTCfl
BUITRONG TIEN BAO
TOM TAT:
Do lifdng va danh gia mffc dp tac ddng ciia cac yeu to' tac ddng de'n sff thu hiit khach du lich ndi dia de'n viing Ddng Thap Mffdi nham muc dich hieu rd dac trffng cua vung Ddng Thap Mifdi va hanh vi ciia khach du lich ndi dia. Nghien cffu da tie'n hanh khao sat khach du lich ndi dia ve cac ye'u to' anh hu'dng de'n viec thu hdt khach de'n vung Ddng Thap Mu'di bien nay.
Nghien cffu ve cd ban da kham pha cac ye'u td': Dac diem tff nhien, Cd sd ha tang, Hoat ddng mua sam va giai tri. Am thffc, Ngudn nhan Iffc, Sff an ninh va an toan, Xuc tien du lich tac ddng de'n sff thu du khach ndi dia de'n viing Ddng Thap Mu'di.
Tff khoa: Dac diem tff nhien, boat ddng mua sam va giai tri, am thffc, xiic tie'n du lich, khach du lich ndi dia, sff thu hiit, viing Ddng Thap Mifdi.
1. Ly do nghien cffu
Vdng Ddng Thap Mifdi gdm 3 tinh: Tien Giang, Ddng Thap va Long An, la lanh thd cd sinh canh dat ngap nffdc ndi dia vdi he sinh thai rffng Tram, bau sen mdt trong 03 sinh canh dat ngap nifdc tieu bieu nha't tao nen canh quan "sdng mfdc" la hinh anh diem de'n viing du lich Ddng bang sdng Cffu Long. Sinh canh rffng Tram da tffng chie'm hdn mdt nffa dien tich dat phen viing Ddng bang sdng Cffu Long nay chi cdn lai d vilng dat than biin U Minh va vilng triing dat phen Ddng Thap Mu'di (tieu bieu la Khu bao tdn RAMSA-VQG Tram Chim va Khu bao tdn dat ngap nffdc Lang Sen).
Day la diem nhan ddc dao cho vilng Ddng Thap Mifdi va cho ca viing Ddng bang sdng Cffu Long.
Vdi da'u a'n dac trifng tren nen Nha nifdc. Dang, Chinh phii va chinh quyen dia phffdng xac dinh nhiem vu chii dao la khai thac the' manh du lich
sinh thai, du lich van hda va du lich cdng ddng, dac biet vilng se gan ke't va khai thac ngudn khach chu dao de'n tff thanh phd' Hd Chi Minh (TP.HCM) trong viec phat trien du lich va thu but du khach de'n du lich tai vilng Ddng Thap Mu'di. Chinh quyen dia phffdng ciing ki vpng bang sff hdp tac chat che du lich 3 dia phifdng tie'p tuc vifdn len trd thanh diem de'n hap dan, dpc dao ciia toan vilng Ddng bang sdng Cffu Long va ca nu'dc ndi chung trong qua trinh thu hut khach den du lich tai viing nghien cffu. Ngoai net dpc dao tren dau la nhffng ye'u to' se thiic day viec thu hiit khach de'n du lich tai viing Ddng Thap Mu'di? Mffc dp tac ddng ciia nhffng ye'u to' nay de'n thu hiit khach nhff the nao?
De tra ldi nhffng cau hdi tren, tac gia "nghien cffu cac ye'u to' tac dong de'n sff thu hut khach du lich ndi dia de'n viing Ddng Thap Mifdi" nham kham pha va hieu rd hdn dau la nhffng ye'u to' the manh So 14 Thdng 11/2018 147
TAP CHi CONG THIfQNG
cua vdng trong qua trinh thu hiit khach va hieu rd hdn hanh vi du khach. Tff dd, de xuat mot sd giai phap nham thu hiit du khach de'n viing trong thdi gian tdi.
2. Cff sff ly thuyet va mo hinh nghign cffu 2.1. Casdly thuyet
Vengesayi (2003), cac ye'u td tai nguyen ciia diem de'n va hdn hdp cac hoat ddng la nhffng ye'u to' cd ban tao nen sff hap din ciia diem de'n. Cu the dd la cac ye'u to tff nhien, lich sff, van hda, cac sff kien va cac boat ddng du lich, giai tri tai diem de'n.
Cac ye'u to tai nguyen cua diem de'n va cac hdn hdp cac boat ddng se cung cap cho du khach cd them nhieu lffa chpn va dd chinh la yeu to keo dd'i vdi du khach.
2.2. Mo hinh nghien ciiu de xuat vd cdc gid thuyet nghien cvCu
2.2.1. Md hinh nghien cffu de xuat
Dffa theo nghien cffu cua Bili Thi Tam va Mai Le Quyen (2012) cho tha'y cac thuoc tinh cua mot diem de'n difdc nhdm theo 5 nhdm chinh sau: (1) Cac ye'u to'tff nhien; (2) Cac yeu tdxa hdi; (3) Cac ye'u to' lich sff; (4) Cac dieu kien giai tri va mua sam; va (5) Cd sd ha tang, am thffc, va lifu tni. Va nghien cffu cua Le Thi To Quyen va Nguyen Thi Phu'dng Thao (2017) cd 6 nhan to anh hifdng de'n sff thu hiit khach du lich theo thff tff giam dan la: "Tai nguyen du lich", "Cd sd ha tang", "Hoat ddng mua sam va giai tri", "Quang ba va xiic tie'n du lich",
"Ngudn nhan Iffc", "Am thffc". Dffa vao dac diem tff nhien rieng cd cua viing va qua trinh phdng van cac chuyen gia, tac gia da de xua't md hinh nghien cffu sff thu hiit khach du lich ndi dia de'n viing Ddng Thap Mu'di nhu" sau (xem Hinh 1.1):
Hinh 1.1: Mo hinh sif thu hut du khach den viing Ddng Thap Mifdi
^-W
• " • H v
Sac diSm tu iihi€n Cor sd ha Ung
Hoat dong mua sam va giai tri Am thuc
Ngufin nhan luc Su an ninh va an toan Xuc tien du lich
[
- -
\
\ I t "
Ngudn: Tdc gid tong hap, 2018
2.2.2. Cdc gid thuyet nghien cffu Gia thuyet nghien cffu:
Hj: Dac diem tff nhien tac ddng ciing chieu den sff thu hut du khach de'n vilng Ddng Thap Mifdi
U.2- Cd sd ha tang tac ddng ciing chieu den sif thu hiit du khach de'n vung Ddng Thap Mifdi
H3: Hoat ddng mua sam va giai tri tac dong ciing chieu de'n sff thu hut du khach de'n vdng Ddng Thap Mifdi
H4: Am thffc tac ddng ciing chieu de'n sif thu hut du khach de'n vilng Ddng Thap Mffdi
H5: Ngudn nhan Iffc tac ddng cung chieu den sff thu hiit du khach de'n viing Ddng Thap Mif&i
Hg: Sff an ninh va an toan tac ddng cung chieu de'n sff thu hiit du khach den viing Ddng Thap Mif5i H7: Xiic tie'n du lich tac ddng ciing chieu den sff thu hut du khach de'n viing Ddng Thap Mifdi
2.2.3. Mdu nghien cffu
Hien nay, theo nhieu nha nghien cffu, kich thu'dc mau cang Idn cang td't (Nguyen Dinh Tho, 2012). Hair va ctg (2006) trich bdi Nguyin Dinh Thp (2012) cho rang de sff dung phan tich nhan to kham pha (EFA), kich thifdc mau td'i thieu phai la 50, td't hdn la 100 va ti le quan sat/bien do lifdng la 5:1, nghia la 1 bie'n do Iffdng can td'i thieu 5 quan sat. Ngoai ra, theo Tabachnick va Fidell (1991) trich bdi Nguyen Dinh Thp (2012), de phan tich hdi quy dat dffdc ke't qua td't nha't, thi kich thifdc mau phai thda man cdng thffc tinh kich thu'dc mau:
n > 50 -I- 8 p. Trong do, n la kich thffdc mlu toi thieu va p la so' lifdng bie'n ddc lap trong mo hinh.
Cu the, trong md hinh nghien cffu tac gia de xuat cd 7 bie'n dpc lap tifdng difdng 28 bie'n quan sat cd the du'dc sff dung trong phan tich nhan to kham pha. Ta tinh dffdc so' mau td'i thieu can thiet
ciia nghien cffu la 28 x 7=
196. Ne'u dffa theo cdng thtfc n > 50 + 8 p ta tinh difdc n >
50 + 8 X 7 =106. Do EFA ludn ddi hdi kich thffdc mlu Idn hdn nhieu so vdi dUng hdi quy nen ta chpn kich thu'dc mlu td'i thieu n =196.
Nhff vay, so' lieu difdc thu thap dam bao thffc hien tot md hinh nghien cffu.
Thang do Likert 5 miJc do dffdc sff dung de do lifdng
Su thu hut khach n6i di den Vung DdngniapMuai
QUAN TR! - qUAN LY
cac khai niem nghien cffu trong md binh phan tich nhan to' vdi mffc dp tff 1 de'n 5 (vdi 1: Hoan toan khdng ddng y de'n 5: Hoan toan ddng y).
Bang 1.1. Cac yeu to sQ dung trong mo hinh
Bien F1 F2
F3
F4 F5 F6 F7 Y
*
Ten yeu to Dac diem tu niiien
Co sd ha tang Hoat dong mua
sam va giai tri Am tiiac Nguon niian luc Suan ninh va an
toan Xuc tien du Ijch
Su thu hut Tong
Sd bie'n quan sat
4 6
4
3 4 3 4 4 32
Thang do gdc Phan IVlinh Dire va ctg (2017) Le Thj Td Quyen va ctg (2017), Tran Thanh Cong (2017) Le Th! Td Quyen va ctg (2017), Nguyen Thj Minh NghTa va ctg (2017) Le Thi To Quyen va ctg (2017), Nguyeri Thj Minh NghTa va ctg (2017) Le Th! To Quyen va ctg (2017) Le Th! To Quyen va ctg (2017), Tran Thanh Cong (2017) Le Th! To Quyen va ctg (2017)
Le Thi Td Quyen va ctg (2017), Nguyen Th! Minh NghTa va ctg (2017)
Ngudn: Khao sdt ndm 2018
3. Kd't qua nghign cffu 3.1. Thd'ng ke mo td
Nghien cffu nay tie'n hanh dieu tra khach du lich ndi dia de'n vung Ddng Thap Mffdi nham kham pha ye'u to thu hut du khach cua viing. Tong so' phieu phat ra 750, thu ve 695 phieu tra ldi, trong dd cd 88 bang tra ldi cdn de trdng mot so' cau hdi nen da loai bd. Vi vay, tac gia tie'n hanh phan tich va xff ly sd lieu tren 607 (87.33%) bang cau hdi difpc tra ldi hpp le.
3.2. Ket qud kiem dinh dQ tin cay ciia thang do Cronbachs alpha vdphdn tich nhdn to kham phd EFA (Exploratory Factor Analysis)
Ke't qua phan tich EFA cho tha'y, ba mifPi hai (32) bie'n quan sat difpc nhdm thanh 8 nhan to'.
He so tai nhan to (Factor loading) deu > 0.5 nen chung cd y nghia thie't thffc. Mdi bie'n quan sat cd sai biet ve he sd' tai nhan to' deu
> 0.5 nen dam bao sff phan biet giffa cac nhan to. (Xem Bdng 1.2)
Bang 1.2. Phan tfch nhan to kham pha
Nhan to
Cronbachs alpha Phu'dng sai trich (Initial Eigenvalues Cumulative %) Eigenvalue
> 1
Hesd'KMO>0.5 He sd' tai nhan to' (Factor loading) Sig.
Cff sff ha tSng
0.899 25.911
8.291 0.874
>0.5 0.000
Dac diem tff nhien
0.888 36.193
3.290
Xuc tie'n du lich
0.867 44.109
2.533
Hoat ddng mua sam va giai tri
0.850 51.125
2.245
Srf thu hut
0.905 57.139
1.924
Nguon nhan
iffc 0.825 62.533
1.726
Am thffc
0.808 67.076
1.454
Sff an ninh va an toan
0.767 71.156
1.305
Ngudn: Khao sdt ndm 2018
So 14 Thdng 11/2018 149
TAP CHJ CONG THlTtfNG
Dffa vao ke't qua phan tich EFA, cac nhan td' rut trich ra cua cac gia thuye't nghien cffu chinh deu dat yeu cau. Do dd, md binh nghien cffu cac ye'u to anh hu'dng de'n sff thu hiit du khach du'dc hinh thanh nhif ki vpng ban dau cua tac gia. Tac gia tie'p tuc phan tich nhan to CFA.
3.3. Ket qud phdn tich nhdn to' khdng dinh CFA (Confirmation Factor Analysis)
Sau khi phan tich CFA, cac trpng so chuan hda cua cac thang do deu Idn hPn 0.5 nen cac thang do dat difPc gia tri hdi tu. Md hinh cd 426 bac tff do, chi sd'TLI (Tucker va Lewis index) = 0.945>0.9, chi so thich hpp so sanh CFl (Comparative fit index) = 0.951 >0.9; Chi sd GH (Goodness-of-fit index)=
0.912> 0.9; Cac thanh phan Chi-square/df = 2,151<
3 vdi gia tri p = 0,000; (Carmines va Mclver, 1981);
Chi so' RMSEA (Root mean square error approximation) = 0.044< 0.08 (Steiger, 1990) nen cd the ndi la md hinh nay phii hPp vdi dff lieu thi tnfdng. (Xem Hinh 1.2)
Hinh 1.2: Ket qua nghien cOu
Cttl-«ctik«r*=937 634 : Of^A^G . p-= OOO.
OFI- 912 . T\.l« 94S . C F l - »S1 RMSEA" 044
Nguon: Tdc gid phdn tich, 2018
3.4. Ket qud phdn tich mo hinh cdu triic tuyen tinh SEM (Structural Equation Modeling)
Sau khi chay md binh SEM, cac md'i quan he giffa cac khai niem trong md hinh nghien cifu chinh thffc nay la cung chieu va dffPng va deucd y nghia thd'ng ke (p< 0.05). (Bdng 1.2)
4. K^'t luan va d^ xua't
Ke't qua nghien cffu cho tha'y 7 ye'u to'gom:
Dac diem tff nhien, Cd sd ha tang, Hoat dong mua sam va giai tri, Am thffc, Ngudn nhan life, Sff an ninh va an toan, Xuc tie'n du lich co tac ddng cung chieu difPng de'n sff thu khach khach du lich ndi dia tham quan viing Ddng Thap Mifdi
Muc tieu trpng tam cua nghien cffu nham kham pha va danh gia tac ddng cua 7 yeu to tren de'n sff thu hut du khach de'n du lich vung Ddng Thap Mifdi nham bieu rd dac trifng cdban cua viing va du'a ra giai phap thu hut phii hdp vdi tffng dd'i tifdng du khach, ddng thdi giup phat trien du lich vung Ddng Thap Mifdi trong
thdi gian tdi.
Ke't qua nay mot lan nffa chi ra nhifng the manh dac tnfng ve tff nhien ciia vung Dong Thap Mifdi va md'i quan he cua cac yeu to tren. Nghien du cung de xua't vdng can tang cffdng cong tac truyen thdng, giii an pham quang ba binh anh du lich, tham gia hdi chef du lich, lien ke't vdi cac dia phffdng va cac viing du lich trong ca nifdc va tang cifSng the manh cac yeu to khac hffa hen se thu hiit nhieu du khach de'n vdi viing Dong Thap Mffdi trong thdi gian tdi •
QUAN TR! - QUAN LY
Bang 1.3. Ket qua kiem d|nh moi quan h$ nhan qua giOa cac khai ni§m trong mo hinh nghien cdu Cac moi quan h$
Co sd ha tang Co sd ha tang Co sd ha tang Co sd ha tang Co sd ha tang Co sd ha tang Co sd ha tang Dac diem tiJ nhien Dac diem tiJ nhien Dac diem ta nhien Dac diem tu nhien Dac diem tif nhien Dac diem ta nhien Xuc tien du hch Xuc tien du hch Xuc tien du hch Xuc tien du hch Xuc tien du hch Hoat dong mua sam va giai tri Hoat ddng mua sam va giai tri Hoat dong mua sam va giai tri Hoat ddng mua sam va giai tri
Thu hut Thu hut Thu hut Nguon nhan lac Nguon nhan lac
Am thac
<->
<->
<->
<->
<->
<->
<->
<-->
<-->
<-->
<-->
<->
<->
<->
<->
<->
<->
<->
<-->
<->
<-->
<->
<->
<->
<-->
<-->
<->
<->
Dac diem ta nhien Xuc tien du hch Hoat ddng mua sam va giai tri
Thu hut Nguon nhan lac
Am thac Sa an ninh va an toan
Xuc tien du hch Hoat dong mua sam va giai tri
Thu hut Nguon nhan lac
Am thac Sa an ninh va an toan Hoat dong mua sam va giai tri
Thu hut Nguon nhan lac
Am thac Sa an ninh va an toan
Thu hut Nguon nhan lac
Am thac Sa an ninh va an toan
Nguon nhan lac Am thac Sa an ninh va an toan
Am thac Sa an ninh va an toan Sa an ninh va an toan
Estimate .143 .139 .102 .227 .070 .130 .075 .104 .163 .160 .100 .083 .055 .181 .251 .139 .125 .093 .219 .190 .113 .151 .183 .201 .172 .104 .155 .152
S.E.
.024 .027 .025 .026 .024 .024 .025 .024 .024 .022 .022 .021 .023 .027 .027 .025 .025 .026 .025 .025 .023 .026 .023 .024 .024 .022 .025 .025
C.R.
5.949 5.058 4.063 8.784 2.970 5.316 2.975 4.290 6.847 7.214 4.621 3.871 2.459 6.640 9.335 5.490 4.953 3.501 8.730 7.619 4.834 5.909 7.924 8.477 7.059 4.653 6.311 6.162
P
***
***
***
***
.003
***
.003
***
***
***
***
***
.014
***
***
***
***
***
***
***
***
***
***
• * *
***
***
***
***
Ghi chu: Estimate: gid tri udc luang; S.E.: sai lich chuan; C.R.: gid tri tdi han Ngudn: Tdc gid phdn tich, 2018
TAI LIEU THAM KHAO:
1. Bui Thi Tdm, Mai Li Quyin (2012), "Ddnh gid khd ndng thu hut du khdch cua diem di'n Hui'". Tgp chi Khoa hoc, Dgi hoc Hue, Tap 72b, Sd3, 295-305
2. Hodng Trong vd Chu Nguyen Mong Ngoc (2008), "Phdn tich dff lieu nghiin cffu vdi SPSS", tap 1 vd 2, NXB Hdng Dffc, TP. HCM.
3. Nguyin Dinh Tho vd Nguyin Thi Mai Trang (2007), "Nghiin cffu khoa hoe Marketing ifng dung md hinh cdu true tuyi'n tinh SEM", NXB Dgi hoc Qud'c gia, TP HCM.
4. Nguyin Dinh Tho vd Nguyin Thi Mai Trang (2009), "Nghiin cffu khoa hoc marketing", NXB Dgi hoc Qud'c gia, TP. HCM.
So 14 Thdng 11/2018 151
TAP CHi CONG THtfOlNG
5. Nguyin Dinh Tho (2012), "Phffang phdp nghiin cffu khoa hoc trong kinh doanh", NXB Lao ddng- Xd
^%^N^uy~in TM Minh Nghia, Li Vu Thi Thdo Nhi, Trdn Hffu Tud'n (2017). "Cdc yi'u to'anh hudng di'n khd ndng thu hut khdch du lich ndi dia cua diim di'n Hdi An ". Tgp cM Khoa hoe Dgi hoc Hue: Kinh te va Phat tnen; ISSN 2588-1205. Tap 126, Sd5D, Tr. 29-39; DOT 10.26459/hueuni-jed.vl26i5D.4490 , ^ ,, , , ^ ,. ^ , ^ _
7 Li Thi Td Quyin vd Nguyin TM Phuang Thdo. "Nhffng nhdn td tgo nin sU thu hut khach du lich a Bangkok Thdi Lan". Tap cM Khoa hoc Trudng Dai hoc Cdn Tha, Tap 48, Phdn C (2017): 46-54
8 Trdn Cdng Thdnh vd Bui TM Minh Nguyet (2017). "Ung dung phuang phdp phdn tich nhan to kham pha trong viec ddnh gid su hdi long cua du khdch dd'i vdi dich vu du lich sinh thdi tgi Vudn Qudc gia Cdt Tin". Tap chi Khoa hoc vd Lam nghiep. Sdd. Trang 166-175. ^ •> ,^. . , . - , , , . ,
9 Phan Minh Dffc vd Ddo Trung Kiin (2017). "Anh hudng cua hinh dnh diem den, gia tri cam xuc tai suhai long vd tinh trung thdnh cua du khdcM Nghiin cffu trUdng hap thdnh phd Dd Lat". Tgp cM Kinh ti & Phdt tnen.
Sd236. Tr. 82-91.
10 Hair & ctg., (1998). "Multivariate Data Analysis", fith edition, Prentice-Hall.
11. Hair, J., Anderson, R., Tatham, R. and Black, W. (1995). "Multivariate Data Analysis", 4 th ed.. Prentice Hall, Upper Saddle River, NJ
12. Nunnally.J.C and Burnstein, L H. (1994). "Psychometric theory" (third edition). New York McGraw Hill 13. Vengesayi, S. (2003), "A conceptual model of tourism destination competitiveness and attractiveness". ANl- MAC 2003 Conference Proceedings Adelaide 1-3 December 2003, Monash University, pp. 637-645.
Ngay nh§n bai: 3/10/2018
Ngay phan bi$n danh gia va sffa chffa: 13/10/2018 Ngay chap nhan dang bai: 23/10/2018
Thong tin tdc gid:
NCS. ThS. BUI TRONG TIEN BAO
Khoa Quan tri du lich - Nha hang - Khach san Trffdng Dai hoc Cong nghg TP. Ho Chi Minh
STUDYING FACTORS THAT HAVE IMPACTS ON THE DONG THAP MUOI REGION'S ATTRACTION FOR DOMESTIC TOURISTS
• Ph.D student. MA. BUI TRONG TIEN BAO Faculty of Tourism & Hospitality
Ho Chi Minh City University of Technology (HUTECH)
ABSTRACT:
This study is to identify and measure factors that have impacts on the Dong Thap Muoi regions' attraction for domestic tourists in oder to clearly understand the natural characteristics of this region and also the behavior of domestic tourists. The study surveyed domestic tourists about the tourism attraction of the Dong Thap Muoi region. The study's results show that the natural characteristics of the region, the infrastructure, the shopping and entertainment activities, the cuisine, the human resources, the security and safety and the tourism promotion activities have impacts on the Dong Thap Muoi regions attraction for domestic tourists.
Keywords: Natrual characteristics, shopping and entertainment activity, cuisine, domestic tourists, attraction, Dong Thap Muoi region.
