Nghien cuXi
Sl/ hai long cua khach noi dja doi v6i diem den du lich
VUcfn Quo'c eia Ba Vi
* ^ N G G Y I N TH! HAI NINH' Bai QUANG HCTNG"
TRAN THI TGYET—
TRAN TH! T H d W "
Tom tat
Nghiin cffu ndy nham muc dich ddnh gid sU hdi long cUa khdch ngi dia khi tdi du lich tgi Vudn Qudc gia (VQG) Ba Vi. Sdlieu nghien cffu dUffc thu thdp tff cdc bdo cdo ve ttnh hinh kinh doanh du lich cua VQG Ba Vi, cung 300 phieu dieu tra khdch du lich ngi dia. Ki't qud nghien cffu cho thdy, CO 8 nhdn td'anh hudng tdi sU hdi ldng cua khdch du lich not dia, bao gom: Tdi nguyin du lich; Co sd vdt chdt hq tdng ky thudt du lich; Phucmg tiin van chuyen; Nhdn viin vd hUdng ddn viin; Cosd luu tru; Am thuc; Sdn pham qud liiu niem; Gid. Tff do, de xudt mot sogcfi y giup Ban qudn ly VQG Ba Vi co duoc dinh hudng nham ndng cao sU hdi long cua khdch khi du lich tdi dong thdi thu hdt khdch du lich de'n VQG nhieu hon trong cdc giai dogn tie'p theo.
Tuf khoa: khdch du lich noi dia, suhdi long, Vudn Quo'c gia Ba Vi Summary
This study aims to assess the satisfaction of domestic vistors who travel to Ba Vi Nationai Park. The research data was collected from various reports on tourism business situation of Ba Vi National Park and from questionnaires to 300 domestic guests. The outcome reveals 8 factors affecting their satisfaction, including: Tourism resources. Technical infrastructure.
Transportation, Staff and guides. Accommodation, Food, Souvenir products, Prices. From this result, some suggestions hove been proposed so that Ba Vi National Park Management Board can improve tourists' satisfaction as well as attract more travellers to the Park in the next stages.
Keywords: domestic guests, satisfactions, Ba Vi National Park
GlCfl THIEU iai du hch tai VQG Ba Vi? Vi vSy, nhdm lae gia thffe hien nghien cffu sff hai long eiia khach ndi dia dd'i vdi VQG Ba Vi la khu bao tdn thien diem de'n du lich VQG Ba Vi.
nhien vdi dien tich g^n lO.OOOha da dffdc
khai thac boat dgng du hch tff nam 1991. PHU'ONG PHAP NGHIEN CLTU VQG Ba Vl cd vi tri thuan ldi, dieu kien
tff nhien da dang, phong phu, hang nam So'ligu trong bai dffdc thu thap tff ngudn thff ea'p va sd thu hut mgt sd' lffdng Idn khach du lieh. cap. Sd'lieu thff cap bao gom cac thdng Ein ve sd'Iffdng Ndi day cd sff can bang sinh thai ndn khach dg'n, doanh thu dffde thu thSp tff nam 2013 de'n giau tiem nang phat trien va ed the thu nam 2019. So' lieu sd cap dffde thu thap va phan tich tff huldffde ngudn du khach. Tuy nhien, cho cuoc dieu tra nam 2019 do nhdm tac gia tig'n hanh.
tdi nay, van de dffdc dat ra la lam sao Thang do trong nghien ciha dffdc sif dung dffa tren de thu hut khach du Iich tdi ngay cang cac nhdm nhan Ed' tae ddng ldi md hinh nghien effu.
nhieu? Dieu gi ha'p dan khach quay trd Tren cd sd dd, nhdm tac gia xay dffng thang do cho 8
"TS., "ThS., " ' T h S . , Trufdng Dai hoc Lam nghiep
""ThS.,Vu'dn Qudc gia Ba Vi
Ngdy nhdn hdi: 26/03/2020; Ngdy phdn bien- 15/04/2020; Ngdy duyel ddng: 17/04/2020
35
BP
TNI TN2 TN3 TN4 TN5 CSHTl CSHT2 CSHT3 CSHT4 CSHT5 CSHT6 CSHT7 CSHT8 PTVC^
PTVC3 PTVC4 PTVC5 NVHDI NVHD2 NVHD3 NVHD4 NVHD5 CSLTl
csLT-y
CSLT3 CSLT4 CSLT5 ATI AT2 AT3 OLNl 0LN2 0LN3 GCI G C GC3 GC4 V5 GC6MG 1 BANG MA TRAN NHAN TO XOAY NhS 1
.649 .720 .759 .792 .797 .704 2
7=^1 rt=i7 T^7 773 739 7^0 1 S'iS 703 KI3 S34
7n
4710 790 IM Ml
^
.8.^3
857 n to
6
.905
.909 7
,744 783 .771 S
770 .853 6RI
"»
R7I
,R57 10
=181 S77
Exlraction Method: Principal Component Analysis Roi;iiion Method: Varimax with Kaiser Normalization.
KETO'
i .J cull
Ngu, Ket qua Unh ti nhom hghien cUu
nhom nhin to doc lap va mpt nhan to phu thuoc. Vdi so mEu nghien CL?U la 300 phieu khao sat Ichach du lich noi dia. Mo hinh dtr kien nhii sau:
' Y = fiO + fil"Xl + fi2*X2 + fi3-X3 + fi4"X4 + PS'XS + /)6*X6 + /i7*X7 + P8*X8
Y: Mu'c do sir hai long cua du khach noi dia doi vdi diera den du "lich VQG Ba Vi (SHL);
pO: Hang so;
pi; Cac he so'hoi quy (il->i8);
X,; Tai nguyen du lich (TN);
; Cd sd ha tang ky thuatdu lich (CSHT);
; Phifdng tien van chuyen du lich (PTVC);
; Nhan vien va hirdng dSn vien du lich (NVHD);
; qa sd ltfu tni du lich (CSLT);
; Am thu-c (AT);
; San pham qua liTu ni6m (QLN);
; Gia ca cac san pham du hch (GC);
Nghien ciju sii'dung phan mem SPSS 18.0 de phan tich so lieu.
X,;
x;;
X,;
X,;
X,;
X.;
rini. . lioanhduljcll Nauon nhan lire Ju hch chu yeu cua Vuen°la ming tam giiio due mOi Wdng ™ dich vu vdi 12 nhan vicn Tinh hinh khach du lich noi dia den VQG Ba v . ang qua cic nam; tir 141 nghin lifrtt khach nam 2013 tan" ien 398 nghin liTdt khach nam 2018, hong do liidng khach qu6c te chi chiem khoang 5%.
Doanh tiiu du iich
Tir nam 2013 den 2019, doanh thu tir hoat dong du lich tai VQG Ba Vi hen tuc tang Niim 2013, doanh thu dat 5.394 trieu dong, de'n nam 2019, tong doanh thu tang len 21.600 trieu dong. Trong dd, thu tir phi va 16 phi chie'm ty trong cao nha't. Dich vu phong nghi cia VirSn da so phuc vu cho sinh vien va hoc sinh de'n nghien ctfu, hoc tap.
Y kien du Iclidch
Qua tham do y kien cua 300 khach du lich, CO tdi 65% khach du lich tra ldi mong muiin trd lai VQG Ba Vi va 15,67% khach du lich tra ldi khong bie't va 19,33% khach du lich tta ldi khong trd lai do khong hai long v^ mpt so' san pham du lich ciia Vtfdn va co nhieu dia diem khac, ma du khach muon de'n tham quan. Dieu nay cho tha'y, VQG Ba 'Vi da de lai an Wdng tot doi vdi khach du lich.
Kg't qua phSn tich mo hinh dufa trgn nhan to kham pha (EFA)
Dieu kien de phan tich EFA la phai thda man cac yeu can; hi s6' tai nhan td (Factor loading)>0,5; He so KMO dat 0,5<KMO<1,0; Kilm dinh Barttlett co y nghia thong ke Sig.<0,05; phSn tram phtfdng sai loan bo >50%.
Ke't quS phan tich nhan to trong ma tran nhan to xoay (Bang 1) cho bie't, cac bien quan sat dac trtfng ah cd he so' tai nhan to ton hon 0,55. DiSu nay cho thii'y cac bien niiy deu cd y nghTa trong viec hinh thanh nen cac nhan to'. Cac biln dac trtfng cua nhan to dtfdc sip xe'p lai khac r . 7 . ^ ' ' ' l * u y f t b a n i l S u ( „ g o i i 8 nhan to ban dau, xuft hien thSm 9 „ t - to'la; Phtfdng tien van c L y l i , I f ='!!
(PTVCSS) va Cd sd vat ch3'? h' • dien ntfdc (CSHTDN). " ' '""8
Cac thanh phan cu the ciin • td'sau khi thtfc hien phep XOBIK" ^ ^ "
cac nhan t o ' n h t f B a „ g 2 > ^ ' • " e a r n
Nhtf vay, qua ciSc kie'm dim, ..-
Itfdng thang do va cac kiln, d i S * . f d
hinh EFA, nhan dien cd 10 nhan to dai dien cho sif hai long cua du khach noi dja khi ldi du hch tai VQG Ba Vi, vdi 35 bien dac tru'ng.
K§'t qua phSn tich EFA dd'i vdi thang do Slf hai long cua du khach noi dia khi tdti du Iich VQG Ba Vi
Bang 3 cho thCy, tri sd'KMO {Kaiser - Meyer - Olkin Measure of Sampling Adequacy.) = 0,635, thoa man dieu kien 0,5 < KMO <1. Dieu nay chiJng to phSn tich EFA phil hdp vdi dff lieu thiJc te.
Ngoai ra, kiim dinh Bartlett co Sig = 0,000; thoa man dieu kien Sig. < 0,05.
Do vay, cac bien quan sat cd tffdng quan vdi nhau xet tren pham vi tdng thi.
Bang 4 cho tha'y, phffdng sai trich dffdc bang 66,339%. Dieu n&y cd nghTa la 66,339% thay ddi cua cac nhan to'diTOc giai thich bdi cac bien quan sat.
Phan tich m6 hinh hoi quy Kiem dinh mffc dgphii hop cim md hinh Ke't qua cua phan tich ANOVA dffdc the hien trong Bang 5 cho tha'y, Sig. <
0,01, chffng td m6 hinh hoi quy dffa ra la phil hdp vdi dff heu thffc te thu thtp.
Noi each khac, cac bie'n doc lap cd tffOng quan tuye'n tinh, vdi bie'n phu thuoc ciia mo hinh cd mu'c y nghia la 99%.
Kiem dinh mat dQ gidi thich cm mo hinh Bang 6 cho tha'y, R- dieu chinh la 0,844. Nhff vay, 84,4% thay ddi sff hai long cua du khach noi dia dffdc giai thich bdi cdc bien dpc lap cua mo hinh.
Kiem dinh cdc he sdhSi quy Bang 7 the Men ket qua phan tich cac he so'hoi quy, cot mffc y nghTa Sig. cho tha'y ngoai trff F9 va FIO cd Sig. > 0,01, thi tS't ca cac bie'n quan sdt con lai (Fl, F2, F3, F4, F5, F6, F7, F8) deu cd Sig.
< 0,01. Nhff vay, co the ke't luan rang, cac bie'n dpc lap (Fl, F2, F3, F4, F5, F6, F7, F8) deu tffdng quan cd y nghTa vdi sff hai long cua du khach noi dia doi vdi san pham du lich VQG Ba Vi va do tin cay la 99%. Cac he so hdi Fl, F2, F4, F5, F6, F7, F8 quy deu mang dau (+) tffc 1& tffdng quan dffOng vdi sff hai long cua du khach npi dia do'i vdi san pham du lich VQG Ba Vi (tac dong cung chieu). Con bie'n F3 mang da'u {-), tffc la tffdng quan am vdi sff hai long cua du khach ngi dia do'i vdi san pham du Iich VQG Ba Vi.
Ngoai ra. Bang 7 con cho thay, mo hinh nghien cffu khong bi vi pham hien tu'dng da cdng tuye'n do he so'phdng dai phffdng sai cua cac bie'n doc lap (VIF) deu nhd hdn 2.
BANG 2: MO HIMH DIEO CHINH QUA KIEM D|NH CRONBACH'S ALPHA vA PHAN TiCH NHAN T 6 KHAM P H A (EFA) TT
1
->
3 4 56 7 S 9 10
Thans do CSHT(Fl) GC (F21 TN (F3I NVHD (F4) PTVC (F5)
CSLT {F6) OLN (F7) AT CFS) PTVCSS (F9) CSHTDN (FIO)
Bie'n dac triAis CSHTl.CSHT:'.CSHT3.CSH4.CSHT5. CSHT6 GC 1. GC2. GC3. GC4. GC5. GC6.
TNI. TN^. TN3. TN4. TN5 NVHDI, NVHD2, NVHD3, NVHD4 PTVC4, CSLT4: Bien CSLT4 theo \j thuyet liic ban dau thuoc nhSn to CSLT nhifng qua EFA dtfdc xe'o chune v^i thanh ph^n PTVC PTVC5, CSLT3; Bien PTVC5 theo Iji thuyet Ilic ban dau thuoc nhan to'PTVC, nhifng qua EFA du'dc xeu chune vdi Ihanh ohan PTVC 0LN1.0LN2. 0LN3
ATI. AT2. AT3
PTVC3, CSLT5. Bien CSLT5 theo 1^: thuyet luc ban dau thuoc nhan to'CSLT, nhu'ng qua EFA du'dc x6'p chunn vffi thanh nhan PTVC CSHT7, CSHT8
Giai thich Cdsd vat cha't ha tane Giaca
Tai neuven du lich Nhan vien va hu'dnedan vien Phu'dng ti^n van chuyen Cd s& lull tru San nham aua luU niem Am thu'c Phu'dng Uen van chuyen sach se Cd sd vat cha't ha tang diSn nu'dc BANG 3: KIEM D[NH KMO VA BARTLETT Kiera dmh Barilett's cua thang do df
Sip.fp-valuel-miJT <i nehTa quan (i;i1 .fi3=>
^2S 0 3 ? 3 . 0 0 0 BANG 4 : BANG P H a O M Q SAI D t / d C GIAI THICH
Thanh ph^n
fiia trj han dSn
Tnng phifrin^ ^ i giai thich
\if£a£rSi
T r j s n Xftay nhifring s a i t r i c h r i i a f a r nhfin l;ft
•Sng
iMoal
BANG 5 : P H A N TICH PHCTCJNG SAI (ANOVAA) 1 Phan dtf
Ton? cons
252.319 46,681 299.000
d f 10
?89 299
25.232 .162
F 156.?fl9 Sig.
.000^
BANG 6: BANG TONG HdP MO HINH h'tnh I tififtiff niian R
Tojp tat mo hinh H# so xac dinh
R^ di^n f hinh chuan ifcVc Irf^fng
MOT SO HAM Y
Qua nhu'ng phan Uch d tren, de tang su" hai long khach du lich noi dia de'n VQG Ba Vi, trong thdi gian tdi, can lu'u y cac giai phap sau:
Ve dm thffc
Can nghiSn ciJu cdc hoat dpng hpi chd am IhiTc nham quang ha hdn niJa cac dac san dia phifdng. Dong thdi, can dtfa ra cac mon an truyen thong, nhifng vdi hifdng vi, mau sac phong phti hdn nham dap iJng nhu cau da dang cua du khach ve do tudi, mau sac, khau vi...
Ve hinh dnh dgi ngU nhdn vien
Trung tam Giao diic moi trifdng va Dich vu can tang cu'cing cong tac dao tao, boi du'dng dpi ngu nhan vien mpt each chuyen nghiep nham cung c&'p cho du khach cac san pham, dich vii du lich chat lu'dng, uy tin. Dac
37
Mdbinh (Constant) Fl CSHT F2 GC F3 TN F4 NVHD F5 PTVC F6 CSLT F7 OLN F8 AT F9 PTVCSS FIO CSHTDN
BANG 7: HE SO HOl QOY (COEFFICIENTS/^
Hg scf chifa chu^n hoa H i n g sd' -2.6S5E-'"
,080 185 093 199 16^
ORiS 094 843 033 015
Sai sff chuan .0''3 .0''3 .0^3 .0"'3 ,013 ,0''3
.on
.0'3 .0-'3 .0''3 .023
H^ sfi'tieu chuSn hoa H^sa'Beta
080 185 093 199 162 0R6 094 843 033 015 t .000 3,421 7.952 -3.998 8.567 6.957 3.692 4.054 36,289 1.401 -.654
Sig.
1.000 .001 .000 ,000 .000 .000 .000 .000 .000 .162 ,514
VIF 1,000 1.000 1,000 1.000 1,000 1,000 1,000 1.000 1.000 1,000
trung, t r u j e n rang, <:i^ ' " » '
bi§t, c a n td chiic c a c k h o a bdi du'dng ngan han ve giao tig'p, t a m ly k h a c h du lich cho cac nhan vien thudng x u y e n tie'p xiic vdi du khach, nhif: nhan vien ban ve, n h a n v i e n p h u c vu, n h a n vien b a o ve, hifdng dan vien..
Vie gid cd sdn phdm du lich
V i e c quy dinh gia v a o cu'a cua V Q G Ba Vl la do N h a nu'dc quy dinh. T u y n h i e n . Trung tam Giao due m o i trifcfng va D i c h vu ciing can n g h i e n cu'u dac diem c u a du k h a c h de'n Vtfdn d e cd nhifng kien nghi hdp ly trong va'n d e quy dinh gia c h o c a c do'i tifpng du khach, nhif: h p c sinh, sinh v i e n , ngu'di c a o tudi.
C u n g vdi dd, can n g h i e n cifu thi trifdng, nhu cau cua du k h a c h n h a m x a y du'ng mu'c gia b a n cac san pham d a c s a n , san p h a m d o lu^ T\i6m, g i a c a c loai dich vu h d p ly vii'a l a m hai long k h a c h du lich, vCfa d e m lai d o a n h t h u c a o hOn.
VephiAfngtien van chuyen
H i e n n a y . Trung tam Giao due moi trUdng va Dich vu da CO nhifng phu'dng tien trung c h u y e n chd khach tlf co't 4 0 0 m len D e n B a c , D e n Thu'dng, nhif: x e 4 chd, 16 c h o c h o c a c d o a n khach di x e to t r e n 30 chd khong CO k h a n a n g l e n difOc D e n . T u y nhien, sd lifdng x e trung c h u y d n con b a n c h e can difpc dau ttf nhieu hdn.
Ciang vdi d o la m d rpng c a c Ioai hinh phtfdng tien trung c h u y e n k h a c , nhtf: x e m a y (xe 6 m , t h u e x e ttf lai...) n h a m p h u c vu to^t hPn nifa nhu cau cua du khach.
Ve qud lffu niem
T r u n g t a m G i a o due m o i trtfdng va Dich vu c^n n g h i e n ctfu lien ke't vdi ngtfdi dan b a n dia tao ra nhtfng san p h a m d a c tntfig dia phtfdng. D o n g thdi, x a y dtfng c a c ciJa h a n g ltfu n i e m h o a c q u a y ltfu n i e m tai c a c d i e m du h c h c u a Vtfdn n h a m gidi thieu, q u a n g ba c a c
,en ciJu n h a m Udng Ioai h d n , cang c a o c u a s a n p h a m m a n g tinh •
t h o n g c u a viing, nhtf: .••
c u a ngtfdi D a o , ngtfdi thu6'c g i a truyen...
B g n c a n h d o , c a n n d a d a n g v e m a u m a va nifa, d a p i?ng n h u c d u n e . k h a c h du h c h .
Ve ccf sd liiu trii
C a c k h u p h d n g nghi can cai thien c a c h e t h d n g m a y lanh h.", chieu nhSra p h u c vu du k h a c h dtfdc tdt nha't trong ca m u a h e , c u n g nhtf miia don.r .-Jai viec d a p L?ng h d n niJa n h u c a u \ c iidi ltfu tru, Vtfdn c i n t a n g ctfdng h d n ntfa h e thdng an ninh, nhtf: l a p c a m e r a d b a i x e , dpi ngu b a o v e c h u y e n n g h i e p trtfc 2 4 / 2 4 de d a m b a o c h o du k h a c h du'dc a n t o a n ve tai san, c u n g nhtf a n t o a n b a n t h a n .
Ve cd sd vdt chdt hg tdng Thdi gian tdi, d e d a p tfng n h u c a n da dang va n g a y c a n g c a o c u a d u k h a c h , can xay dtfng t h e m c a c khu vui c h d i , giai tri Ben canh nhtfng p h o n g c a o ca'p ciing c a n CO nhtfng p h o n g n g h i b i n h d a n h a y md rpng cac khu c a m trai p h u c vu k h a c h du hch mudn c a m trai q u a d e m t r a i n g h i g m thien nhien.
He thdng dtfdng sa c a n dtfdc m d r 6 n g hOn ntfa, cac khuc cua d o a n dtfdng nguy hiem c i n dtfpc trang bi c a c gtfdng c a u ldi dat tieu chua'n d e k h a c h du lich cd t h e di chuyen an toan. Ngoai r a , c a n n § n g c a o hdn ntfa he thdng thong tin l i e n l a c
Ve tai nguyen du Uch
VQG Ba Vl ra't da d a n g v ^ t a i n g u y e n hien nhien, nen c i n b a o t d n . gitf gin, ton tao lai nhtfng khu phuc vu m u c dich S f v ' v n ^ ^ u ' ^ ' ^ ^ ^ P - T f y n h i e n , h i e n nay, VQG Ba Vi co phuong htfdn<^ m d
^iidm ironff vuno ]<\i HS ^ .^ S - " ' ^ ' ^ ^ " - " ^ h i , k h u v u i c ' d i a a d a n g sinh h o V V f t l ? . ' ™ ' ^ , ' ^ phia vung a e m d e - h a n d l , ^ r ™ " , ° . "
q n a m « c den su hoang 7 „ 1" ' " ? ' ' " " S c u a t a i n g n y e n d u U c h Q • " 5 " ^ * " ^ ' ^ "
_ X A L L I E I I T H A M KHA^O _
Ban Q u a n ly V Q G Ba Vi ( 2 0 1 4 - 2 0 1 9 ) . Bao cdo tinh hinh lanh doanl, du lid, 2 Nl N g u y i n V a n Dinh va T r a n T h i M i n h H o a ( 2 0 0 8 ) . Gido trinh kinh tedu lich N K r
^''^ "tim. ltf 2014
le Quo'c d a n . H a Noi ' ' h o c Kinh
3. T r a n Thi Minh Hoa (2011). Bdi gidng marketing diem den du lich, N x b Dai hoc o -•
4. N g u y S n T h i T u y e t M a i , N g u y i n Vii Hiing_(2015). ddo trinh phuang DiHipm'" *"' Ha Ngi nguyen ly vd thiic tien. N x b D a i h o c Kinh te Q u o c d a n . H a Noi ' ^" '*"" ^hUo ^ ^ ,
38
