68 I Pham Thj Lan Huang & Nguyen Minh Huy | 68 - 84
Nghien cu-u tinh each thu-ffng hieu diem den du lich Da Nang
Pham Thj Lan Huong
Truong Dai hoc Kinh tl, Oai hpc 0 a N i n g - [email protected] Nguyen Minh Huy
Tnicmg Dai hoc Kinh tl, Dai hgc Da NSng - huynguyenkt2160(ggmail.com
Ngay nhan;
14/06/2013 Ngaynhan lai:
05/05/2014 Ngay duyet dang:
12/05/2014 Mas6:
06-13-TT-lO
Tii' khoa:
Tinh each thucmg hi?u, thtrcmg hieu dia phuong, thuong hieu diem d^n du lich, tinh each thirong hieu diem den du lich. cac nhan to ciia tinh each thucmg hieu diem den du lich. Da Nang.
Keywords:
Brand personality, place brand, destination brand, destination brand personalil;. dimensions of destination brand personality. Da Ning.
Nghien cuu v l tinh each thuong hieu diem den du lich la huong tiep c§n kha mai me trong cac nghien cuu han lam va thuc tiln hien nay, Tinh each thuong hieu dilm din du lich da trcr thanh mpt cau tnic quan trong trong viec tim hieu tien trinh lira chon cua du khach va la each thuc tao nen sir khac biet ciia diem den du Ijch, gia tang kha nang canh tranh giCra cac diem den du lich. Bai bao lap trung nghien cuu tinh each thuang hieu diem den du ijch Da Ning; dira tren nhan thuc ciia khach du lich npi dia nham nhan dien cac "tinh each" cung nhu la xac dinh dp manh ciia cac tinh each co gSn ket vai diem den Da N5ng. Ket qua nghien ciiu cho thay linh each diem den du lich co the duoc nhan dien qua ba nhom nhan to chinh (sir chan thanh, sir soi noi, hien hoa - CO nSng lire) gan voi muoi ba thuoc tinh. Ket qua thong nhat voi cac nghien ciiu truac the hien a sir chan thanh va soi noi la 2 nhan to chinh, nhan to tinh each rieng xuat hien cho diem din du Ijch Da Nang la sir hien hoa - co nang lire.
Abstract
Destination brand personality is a rather new approach taken by many academic and empirical researches. Destination brand personality became an important construct to understand a tourist's choice process, and a way of differentiating destinations and enhancing their competitiveness. The research focuses on analyses of destination brand personalities of Da Nang based on domestic tourists' perception in order to identify dimensions and strengths of personalities associated with Da N5ng as a destination. The results show that destination brand personality can be identified through three dimensions: sincerity, excitement, and competence-charming, which consist of thirteen items. Among them, sincerity and excitement are two principal factors of destination personality, compliant with findings by most previous researches. The new factor for destination of Da Nang is competence-charming.
Phat triln Kinh tl 283 (05/2014) | 69
1. GIOI THIEU
Nghien ciiu htrang den xay dung thirang hieu manh vi diim din du lich. Do do, viec nhan dien va xay dung tinh each ihirong hieu diem den du lich - mgt thanh phan quan trong cija hinh anh diem den la mot trong nhiJng phuang thiic hieu qua de dat dugc muc tieu nay.
Khi diem den du Ijch dugc xem nhir mgt con nguai vdi nhiing tinh each rieng co, thi no se ghi dau an khac biet va dgc dao trong tam tri du khach so vai cac doi thti canh tranh, dong thdi tao sir loi cuon va yeu thich, ciing nhir su gan bo manh me cua du khach vdi diem den. Nghien cuu ve tinh each thucmg hieu diem den du lich la hudng tiep can mdi me tren the gidi noi chung va tai VN noi rieng. Cho tdi nay, nhirng li luan ve tinh each thuong hieu ndi chung, ciing nhu tinh each thuong hieu diem den du ljeh ndi rieng da thu hut nhieu tranh luan. Viec nghien ciru ve tinh each thuang hieu diem den du lich ung dung cho Da Nang la mpt hudng tiep can mdi ca ve mat Ii luan ciing nhu thuc tien.
Nghien cuu nay gom 3 muc tieu: (I) Phattrien va kiem chung thang do ludng tfnh each thuang hieu diem den du Ijch Da NSng dua tren nhan thuc ciia khach du Ijch ngi dja; (2) Do ludng do manh ciia cac nhan to tinh each; va (3) Ggfj y giai phap dinh vi va truyen thong cho thirang hieu diem den du lich Da Nang.
2. CO SOf Ll THUYET VA PHUONG PHAP NGHIEN CUU 2.1. Cff s& li thuyet va khung phan tich 2.1.1. Tinh cdch thuang hieu
Theo Aaker D. (1995), mac du thuang hieu khong phai la con ngudi tuy nhien nd van CO the cd nhiJng tinh each cua con ngudi, do la ket qua ciia qua trinh truyen thong va dinh vj cua thuang hieu. Tfnh each thuong hieu phan anh cam xuc ciia con ngudi ve thuang hieu (Keller, 1993). Tinh each con ngudi dugc xem la li luan n6n tang trong cac nghien cuu ve tinh each thuang hieu. Mgt thucmg hieu cd the dugc xem nhu mgt con ngudi va cd tinh each gidng con ngudi, dd la do ngudi tieu diing cd xu hudng lira chgn nhiJng thuang hieu phan anh hinh anh "cai toi" (Sirgy, 1982). Aaker J. (1997) cho rSng tinh each thuang hieu la "tap hgp tat ca cac tfnh each ciia con ngudi gan cho mgt thuang hieu".
2.1.2. Thuang hieu diem den du lich
Theo Kotler P. (2002), marketing dja phuang la mgt ki hoach tong the va lau dai vdi cac didm ndi bat. cac uu th^ va cac diem hien cd nham thu hut cac nha diiu tu, cac khach
70 I Pham Thi Lan Huong & Nguyen Minh Huy | 68 -
du Ijch, nhixng cu dan... den dia phuang dd de tim kiem mdt ca hdi kinh doanh, thoa man cac nhu cau tieu diing tir do thiic day su phat trien ve mgi mat cua dia phuang. Diem den du lich la mgt khai niem hep han ciia dia phuang, dugc xem nhu mgt dja diem nham thu hiit khach du lich, la mgt phan ciia khai niem dja phuang trong marketing dia phuang.
Vi vay, thuang hieu diem den du lich la mgt pham trij hep ciia thuang hieu dja phuong. Thucmg hieu dia phuong dugc djnh nghTa la "mgt qudc gia. thanh phd, vung mien, thi tran, mdt diem den du lich...hinh thanh mgt he thdng ket noi trong tam tri cac gidi hiJu quan tren ca sd hinh anh, Idi ndi, hanh vi, cac bieu tugng, thugc tinh dac trung ciia mgt dia phuang" (Keller, 1993). Dua tren nen tang ciia Aaker D. (1991) ve each tiep can thuang hieu, Ritchie & Ritchie (1998) cho rang thuang hieu diem den du lich la
"mgt cai ten. bieu tugng, bieu trung, nhan hieu hoac la su ket hgp glu'a chiing nham nhan dien va taa su khac biet cho diem den, truyen dat su hua hen va ky vong trong tam tri du khach". Nhu vay, cung nhu san pham/djch vu, mgt diem den hoan toan cd the gan thuang hieu, nhung viec xay dung va phat trien thuang hieu cho diem den phuc tap han la doi vdi san pham, dich vu.
2.1.3. Tinh cdch Ihuang hieu diem den du lich
Tinh each thuang hieu diem den du Ijch la mgt khai niem rat mdi trong marketing.
Trong khi hinh anh diem den du Ijch dugc hinh thanh trong nhtrng nam I960, thi cac tiep can ve tfnh each thuang hieu diem den du Ijch mdi chi dugc hinh thanh trong nhu'ng nam gan day (Hasany & Ekinci, 2006). Khai niem ve tfnh each thuang hieu diim den du Ijch dugc ke thiia va md rdng tii khai niem tinh each thuang hieu san pham/djch vu.
Tinh each thuang hieu diem den du Ijch la "tap hgp tat ca nhiJng tinh each ctia con ngudi gan vdi mgt diem den va dugc nhan dien trong tam tri ciia du khach" (Hosany &
cgng sir, 2006). Diem den du Ijch la mgt vat vo tri, vd giac nhung da dugc nhan each hda, mang day dii cac dac diem, tinh each ciia mdt con ngudi va hoan toan dgc lap vdi ngudi dan hay du khach cd lien quan vdi diem den nay.
Aaker J. (1997) cho rang tfnh each cd the dugc lien kit vai mot dilm din mgt each true tiep thdng qua cac yeu to nhu: Ca sd ha tang, nhan vien nha hang, khach san. ngudi ban dja hay cac san pham du Ijch dac trung cua diem den hoac ciing cd ihi thdng qua viec xay dung hinh anh diem den bang each xay dung cac tinh each gan kit vai du khach muc tieu. Theo Cai (2002), each gian tiep de xay dung ti'nh each cho diem din du lich la
Phat triln Kinh tl 283 (05/2014) | 71
thdng qua cac chuang trinh marketing nhu: chien lugc truyen thong, chien lugc ve gia, he thdng ha tang hay each thiic van hanh ciia dia diim dd.
2.1.4. Do lu&ng tinh cdch thirang hieu diem den
Hien nay, cd nhieu md hinh do ludng tinh each thucmg hieu. Trong dd, thang do tfnh each thuang hieu dugc phat trien bdi Aaker J. (1997) la thang do pho bien va cd tinh khai quat cao nhat. Thang do nay da dugc ling dung do ludng tir cac san pham vat chat den dich vu, trong cac nen van hda khac nhau.
Dua tren nen tang md hinh 5 nhan td ti'nh each con ngudi (dl bi kich thfch, cd y thiic, de chiu, hudng ngoai, va cdi md), Aaker J. (1997) sir dung phuang phap tu vimg ciia Goldberg (1990) de tim ra thang do tinh each thuang hieu qua nghien ciiu 37 thuang hieu thudc 3 nhdm gdm: San pham bieu tugng, san pham tien ich va san pham bieu tugng-tien ich. Cudi ciing, mgt thang do gdm 42 dac tinh dugc chia thanh 15 nhdm va dugc cau true thanh 5 nhan td da dugc hinh thanh. Nam nhan td trong thang do nay cua Aaker bao gdm: Su chan thanh, su sdi ndi, cd nang luc, sir tinh te, va thd kech.
Trong khi do. Hosany & Ekinci (2006) 15n dku tien kiem tra tinh iing dung thang do cua Aaker J. (1997) cho mgt di^m den du Ijch va cdng nhan thang do nay dam bao do tin cay, tinh hieu lire va miic dd khai quat. Quan diem nay cung da dugc cac nghien ciiu sau dd img hg va ap dung thanh cdng de do ludng tinh each thuong hieu diem den nhu Kilic & cgng su (2012). Sheng Ye (2012), Murphy & cgng su (2007, 2008).
2.1.5. Khung nghien ciru
Thang do tfnh each thuang hieu ciia Aaker J. (1997) da dugc lu'a chgn Iam nen tang de do ludng tfnh each thuang hieu diem den trong nghien ciiu nay. Xet ve mat li luan va thuc tien, thang do nay cd nhiJng diem ndi bat sau:
- Dugc SU" dung phd bien trong cac nghien ciru ve tfnh each thuang hieu diem den du ijch.
- Nghien curu ciia Hosany & cgng su (2006) vdi muc tieu kiim chirng kha nang ung dung thang do tinh each thuang hieu ciia Aaker J. (1997) da chung minh dugc thang do nay cd thi iing dung d^ do ludng tfnh each thuang hieu diem den va hoan toan dam bao do tin cay, ti'nh hieu Iuc va tinh khai quat trong do ludng tinh each thuang hieu diem den.
- Nhieu nghien ciru sau dd da img dung thang do Aaker J. (1997) cho tinh each thucmg hieu diim din (Kilic & Adem, 2012; Sheng Ye, 2012). Cac kit qua nghien cuu thuc
72 I Pham Thi Lan Huang & Nguygn Minh Huy | 68 -
nghicm nay cung da ung hd quan diem cOa Hosany & cdng su (2006) ve miic dd tuong thfch va phll hgp cua thang do trong nghien cim ve thuang hieu diem den.
- Cac nghien ciru xay dung va phat trien thang do tinh each thuong hieu gan kef vdi diem den trong giai doan hien nay van chua dam bao do tin cay, tinh khai quat va con gay nhieu tranh luan (Kaplan & cdng su. 2008).
Tuy nhien, thang do tinh each thuang hieu ciia Aaker J. (1997) la thang do dugc xay dung cho san pham, do vay viec irng dung thang do nay de do ludng tinh each thuang hieu diem den du Ijch can dugc linh hoat vdi tirng diem den va bdi canh nghien ciiu khac nhau (Hosany & cdng su, 2006).
2.2. Phu'tmg phap nghien ciiu
Nghien cuu dugc tien hanh qua 3 giai doan: Nghien cixu sa bg lan I - kham pha ra nhung tinh each gan ket manh vdl diem den du Ijch Da Nang; Nghien ciiu sa bd 2 - chgn Igc nhCrng tinh each trong thang do Aaker J. (1997) cd tfnh gan ket vdi diem den du lich Da Nang: va Nghien ciru chinh thiic - nhan dien va kiem chiing thang do tinh each thuong hieu diem den du Ijch Da Nang.
Trudc khi tien hanh nghien cuu. thang do tinh each thuang hieu ciia Aaker J. (1997) da dugc djch theo phtrong phap dich xudi - ngugc nham phan anh chinh xac nhat ngii nghTa theo tieng Viet va boi canh nghien cuu.
Cac phan mem phan tich thdng ke dugc sii' dung trong viec xu' If va phan ti'ch dU lieu bao gom: Excel (Etables Utilities). SPSS 16.0 va AMOS 18.0. Cac kT thuat phan tich ngi dung (Content Analysis), phan tich nhan td kham pha (Exploratory Factor Analysis - EFA). kiem dinh do tin cay bang Cronbach's Alpha, phan tich nhan td khSng djnh (Confirmatory Factor Analysis - CFA), phan tfch thdng ke md ta cting dugc sir dung.
Nghien ciru nay sir dung phuang phap chgn mSu phi xac suat la cac du khach ndi dia den Da Nang, viec chgn mau theo phuong phap nay bao gdm ca du khach d6n Da NSng vdi cac tan suat khac nhau nham nhan dien ra cac diem manh nhat lan cac diim de cam nhan nhat trong tap hgp tfnh each dugc nhan each hda. De cac dap vien cd the dua ra cau tra Idi chinh xac nhat, han che cac lien tudng sai lech, phdng van vien da lira chon phuang, phap phdng van true tiep bang kT thuat lien tudng tu do. nhan each hda hinh tugng diem den Da Nang. Phong van vien dugc yeu cau md ta true quan nhung khdng anh hu'dng den suy nghT ciia dap vien bang viec xay dung mdt tinh hudng gia djnh va dugc dap vien ddng y. Ngoai ra. de han che cac sai lech ve mat ngu nghta. anh hudng
Phat triln Kinh tl 283 (05/2014) | 73
ngdn ngiJ viing mien... cac nghien CLITJ sabd da dugc ti^n hanh ddc lap va tach biet nhau ve thdi gian va khdng gian nghien ciiu.
2.2.1. Nghien cuu .sa bo ldn 1
Nghien ciin dugc thuc hien tren 100 dap vien la du khach ndi dja d cac dilm thu hiit ndi tilng tai Da NSng (Ba Na, Ngu Hanh San, ban dao San Tra, bd sdng Han, chua Linh U'ng, cac bai bien My Khe, Pham Van Ddng... ) trong thdi gian tu ngay 2-10/3/2013.
Nghien ciin dugc tien hanh bang phuang phap phdng van true tiep bang cau hdi md thdng qua kT thuat lien tudng tu do. Cu the, dap vien da dugc yeu cau liet ke it nhat 5 tU hoac cum tir chi tinh each ma gan vdi Da Nang. neu xem dja diem du lich nay nhu la mgt con ngudi. Nhu'ng tii' dugc lua chgn cd tan suat tir 10% trd Ien (theo kinh nghiem cac nghien cim cd tru'dc).
2.2.2. Nghien cim so bo ldn 2
Nghien ciru nay tiep tuc dugc tien hanh tren 100 du khach ndi dia den Da Nang trong khoang thdi gian til' ngay 12/3 - 25/3 nam 2013 va cung tai cac diem du lich ndi tieng d Da Nang nhu tren. Cau hdi la: "Neu nhu xem diem den du Ijch Da Nang nhu la mgt con ngudi thi ban nghT con ngudi nay se cd nhCing tinh each nhu the nao? Hay cho chimg tdi biet muc do gan ket ciia nhu'ng tinh each sau day vdi diem den du lich Da NSng". Dap vien dugc yeu cau danh gia miic do gan ket ciia 42 tinh each trong thang do ciia Aaker J. (1997) vdi Da Nang (I-rat khdng gan ket, 5-rat gan ket). Nghien ciiu nay Ioai bd cac tinh each cd diem sd <^3. Ket qua dugc dua vao nghien cuu chinh thiic.
2.2.3. Nghien cuti chinh thitc
Ket qua ciia nghien ciru so bd Ian I (cac tfnh each dugc kham pha cd gan ket vdi diem den Da NSng) va nghien ciru so bg lan 2 (cac tinh each trong thang do ciia Aaker J.( 1997) phij hgp vdi dilm din du lich Da Ning) da dugc tich hgp trong bang cau hdl chinh thirc.
Nghien ciiu chinh thirc dugc thuc hien trong thdi gian tir ngay 2/4 - 25/4 nam 2013 tren 250 du khach du Ijch ndi dja tai cac diem du lich noi tieng (tuang tu nghien ciru so bd lan I va 2), vdi each hdl giong nhu nghien ciiu sa bd lan 2.
3. KET QUA VA THAO LUAN 3.1. Ket qua nghien cuu Nghien ciru sa ho ldn I
Nghien cuu so bd \kn thir nhat thu dugc tdng cgng 471 tir va cum tir qua 95 bang dieu tra hgp le. Su- dung kT thuat phan tich ndi dung bSng phan mim Excel/Tables Utilities,
74 I Pham Thi Lan Hircmg & Nguyen Minh Huy |
cudi ciing cd 74 tir va cum tir khac nhau da dugc giii lai de tinh tan suaL Tan suat cua cac til' cd su chenh lech rdt ft. Bang I cho thdy nhiJng tir, cum tir cd tan suat Idn hon 10%
dugc giu lai. Echtner & Ritchie (1993) cho ring ti le 10% sir dung cho hinh anh thugc tinh, trong khi theo Echtner (1991), ti le 20% la phii hgp vdi cac nghien ciin ve hinh anh Idng the (Holistic image).
Bang 1. Cac thuoc tinh du'ffc lira chon STT
1 2 3 4 5
N Q I D U N G Cffi mcf Nang dgng Than thien N6 n^p Vui ve
T A ^ SUAT (%) 13,7 12,6 12,4 11,3 11,1 Nguon: Ket qua nghien ciiu sa bo lan I
Trong nhtJng tii' dugc giu" Iai cd 3 tir ddng nhat vdi thang do ciia Aaker J. (1997) do la cdi md, vui ve va than thien. Hai thugc tinh la nhUng tinh tir mdi dugc kham pha trong nghien ciru dua tren nhan thiic ciia du khach la ne nep va nang dgng.
Nghien cuu .sa ho ldn 2
Trong 100 bang cau hdi dieu tra dugc phat ra cd 98 bang la hgp Ie. Ket qua phan tich sd trung binh da gid iai 24 thudc tfnh la nhung tinh til' chi tfnh each trong thang do tfnh each ciia Aaker J.(1997) cd tri sd trung binh Idn hon 3 (Bang 2). Trong dd cac thudc tinh la nhirng tinh tir ctia 2 nhan td: su chan thanh va su sdi ndi dugc giij Iai nhieu nhat, lan lugt la 8/12 va 6/11. Nhan td suthd kech bj Ioai bd 4 tren 5 tinh tCr va la nhan td cd cac thudc tinh bj loai bd cao nhat.
Bang 2. Cac thuoc tinh dirffc giii' lai va Ioai bd tii' cac nhan to Nhom nhan to Nhung ttr duoc giQ- lai Nhung tii' bi loai bo
, . , . , Thuc te, that tha, trung thirc, luang Vi gia dinh, khep kin. chan Sy chan thanh
thien, vui ve, da cam, than thien. chinh, c6 6c s^ng tao.
Sanh dieu, soi noi, diem tinh, tre Tao bao, nhiet tinh, mo mong, Susoi noi , . . . . , . , . , . _ , • , ' , . -
trung, hien dai, doc lap. lap di, duang thai.
Phat triln Kinh te 283 (05/2014) | 75
Co nang lire Cham chi, nhay ben. thanh dat, lanh Tin cay. chac chan, quy tac, Ur dao, tir tin. trj.
_ ,. . : Phong khoang. quyln ru. dl tinh.
Sutmhte . ° , . ° / Nirtinh hien hoa, hoa nha.
c. ,. . , . , „ . . Nam tinh. phons each phuon" Tay, Su tho kech Cai ma '^ :r
manh me, tho 16.
Ngudn: Ket qua nghien cuu so bp lan 2
Tich hgp vdi ketqua ciia nghien ciin so bg Ian I, mgt thang do tinh each thuong hieu diem den du lich Da Nang dugc hinh thanh vdi tong cdng 26 thupc tinh va dugc cau triic thanh 6 nhdm nhan td (Hinh I). Trong do cd 24 thugc tfnh dugc cau triic thanh 5 nhan td dugc duy tri til' thang do ctia Aaker J. (1997) va 2 thugc tinh mdi dugc ggp thanh I nhdm nhan td mdi.
Bang 3. Thang do tinh each thuung hieu diem den Da Nang tien kiem chirng THANG DO TINH CACH THUOTVG HIEU BIEM OEN DA NANG T I E N KIEM CHUNG Nh6m nhan to Tinh each
Su chan thanh Thirc te, that tha, trung thuc, chan chinh, luong thien, vui ve, da cam, than thien
Sir soi noi Soi noi, sanh dieu, diem tTnh, tre trung, hien dai, doc lap Co nang lire ChSm chi. nhay ben, thanh dat, lanh dao, tu tin Sir tinh te Phong khoang, quyen rii, de tinh, hien hoa, hoa nha Th6 kech Cai ma
X Nang dpng. ne nep Ngudn: Tich hgp ket qua nghien ciJu so bp lan I & 2
Nghien cuu chinh ihuc
Trong so 250 du khach tham gia phdng van d nghien ciiu chinh thiic. cd 51,4% la nam va 48,6% niJ. Trong dd cd 51,4%) thudc nhdm tudi tu 21-35 va day cung la nhdm chi^m ti le cao nhat. nhdm tudi tren 60 chi chilm 5.2%) va chiem ti Ie thap nhat. Cac nhdm tudi cdn lai chiem tii' 12-16%.
Phan tfch nhan td kham pha EFA (Principal Components, phep xoay Varimax) da loai bd 8 thugc tinh tir 26 thugc tfnh ban dku. NhiJng thudc tinh bj loai bd la nhung thugc
76 I Pham Thj Lan Hucmg & Nguyen Minh Huy |
tinh cd chi sd chung (Community) va he sd tai (Factor Loadings) nhd hon 0,5. EFA chay lai Ian 2 cho thay 18 thudc tinh cdn lai dugc cau true thanh 5 nhan td vdi phuang sai trich dat gia trj 58,533% >50%», cac he sd tai deu ldn han hoac xap xi bang 0,5 - ngudng dam bao mire do chac chan (Hair, 2002) (Bang 4).
Bang 4. Ma train Rotated Component (EFA)
Soi noi Sanh dieu Tre trung Hien dai Than thien Trung thuc Thirc te Vui ve Da cam Hien hoa Tutin D l tinh Thanh dat Coi mo Nhay ben Nang dpng That tha Lanh dao
I 0,862 0,849 0,782 0,676
2
0,788 0,740 0,701 0,690 0,659
Component 3
0,740 0,737 0,697 0,680
4
0,856 0,700 0,602
5
0,778 0,607 Ngudn: Ket qua nghien cuu chinh thiie
Phattriln Kinhtl 283 (05/2014)1 77
Tiep theo. kiem djnh dd tin cay bang he sd Cronbach's Alpha vdi cac nhdm nhan td tiep tuc loai bd nhan td thu 5 d Bang 3 (Cronbach's Alpha = 0,115 <0,6) va thugc tinh nang dgng ciia nhan td thu 4 (khi bd thudc tinh nay ra thi Cronbach's Alpha tang tir 0,587 len 0,637). Nhu vay cdn lai 4 nhan td la su sdi ndi, su chan thanh. hien hda- cd nang luc, va hudng ngoai (Bang 5).
Bang 5. Do tin cay Cronbach's Alpha Nhan t6 Cronbach's Alpha Fl: Susdi noi
Soi noi
Sanh dieu 0'816 Tre trung
Hien dai F2:Su'chan th^nh Than thien
Trung thirc 0,767 Thirc te
Vui ve Da cam
F3: Hiln hda - Co nang Iuc Hien hoa
Tir tin 0,691 D l tinh
Thanh dat F4: Huo'ng ngoai
C6i mo 0,637 Nhay ben
NguSn: Kit qua nghien ciru chinh thuc
78 I Pham Thj Lan Huong & Nguyen Minh Huy | 6
Sau ciing, phuang phap phan tich nhan to khang djnh CFA (AMOS 16.0) da loai bo hai thugc tinh ciia nhan td thir 4 la cdi md va nhay ben (do he sd chuan hda<0.5). Ket qua cdn Iai la 3 nhan to: Su sdi ndi, su chan thanh, hien hda-cd nang luc. Cac chi so ve chat lugng md hinh khi phan tich CFA deu thoa man dieu kien cua mgt md hinh tot (Bang 6).
Bang 6. Cac chi so phii hgp cua md hinh trong phan tich CFA Cac chi soIhong ke Gia t r i chuan hoa Absolute Fit Measure (AFM)
P-value (kilm dinh Chi-square) Goodness of Fit Index (GFI) Adjusted Goodness ofFit Index (AGFI) Root Mean Square Residual (RMR) Standardized Root Mean Square Residual (SRMR) Root Mean Square Error of Approximation (RMSEA)
0.000<0,05 0,925>0.9 0,890>0,9 0,025 <0.05 0.05<=0,05 0,05<0,067<0.08
Incremental Fit Measure (IFiVl) Comparative Fit Index (CFI) Tucker Lewis Index (TLI)
0,920>0,9 0,9>=0,9 Ngudn: Ket qua nghien ciiu chinh thiic
Sau tat ca cac phuang phap phan tich va kiem djnh (EFA, Cronbach's Alpha, CFA) thang do cudi cung gdm 3 nhdm nhan td vdi 13 thugc tinh dam bao do tin cay va tinh hieu luc (Hinh I). Viec dat ten cac nhan td da dua tren cac nhan td va cac thugc tinh lien quan trong thang do ciia ciia Aaker J.( 1997). Hai nhdm nhan td sir chan thanh (than thien, trung thuc, thuc te, vui ve. da cam) va su sdi ndi (sdi ndi. sanh dieu, tre trung. hien dai) tuang ddng vdl thang do Aaker J.(I997); nhan td su hi^n hda-cd nang luc (hi^n hda, tu tin, de tinh, thanh dat) la do su ggp nhdm cac thudc tinh trong nhdm nhan td su hien hda va cd nang Iuc trong thang do Aaker J.( 1997).
Phat trien Kinh ti 283 (05/2014) | 7 9
T h a n g do lirong tinh each thtrong hieu diem den du lich Da Nang
1 1 ^
Sir chan thdnh
Than thien Trung thirc Thuc t l
Vui ve Da cam
Soi noi Sanh dieu Tre trung Hien dai
Sir hien hda-cd niing lire
Hien hoa Tu tin De linh Thanh dat
Hinh 1. Thang do tinh each thuong hieu diem den du lich Da Nang Bang 7 cho thay kdt qua phan tich sd trung binh: Thudc tinh hien dai. than thien va hien hda la nhiJng thudc tinh cd do manh cao nhat (Mean) d mdi nhdm nhan td. Dd la nhiing thudc tinh gSn ket manh vdi diem den trong tam tri du khach. Bang 5 cung cho thay hai nhan to la su sdi ndi va sir chan thanh la hai tinh each chinh (cd phuang sai trich la Idn nhat: lan lugt giai thich 20,94% va 17.52% tdng phtrong sai).
Bang 7. Ket qua tong hop Nhan to (ph uOTig sai trich % )
FI:Su soi n6i (20,94%) Soi noi
Sanh dieu Tre trung Hien dai
F2: Suchan thinh (17,52%) Than thien
Trung thuc Tliuc te Vui ve Da cam
Mean
3,7430 3,6827 3,8233 4,0201
4,0522 3,9357 3,7992 4,0120 3,8183
He so tai nhan to
0,862 0,849 0,782 0,676
0,788 0,740 0,701 0,690 0.659
Cronbach's Alpha 0,816
0,767
F3: Hien hoa - Co nang luc
8 0 I Pham Thi Lan Huang & Nguyen Minh Huy |
Hien hoa Tu till D l tinh Thanh dat
3,7590 3,5462 3,6707 3,6064
0,740 0,737 0,697 0,680 Ngudn: Ket qua nghien ciiu chinh thuc
3.2. Thao luan ket qua nghien cuu
Nghien ctiu nay da ung dung thang do tinh each thuang hieu ciia Aaker J. (1997) cung nhu la cac khai niem ve tinh each thuang hieu diem den trong bdi canh nghien ciiu ve du lich Da Ning. Nghien cim da dat dugc muc tieu quan trgng khi nhan dien va phat trien mgt thang do tinh each thuang hieu diem den du Ijch Da Nang vdi 13 thudc tinh va dugc cau true thanh 3 nhdm nhan td gdm: su chan thanh, su sdi ndi, hien hda-cd nang Iuc.
Dau tien vdi ket qua nay, nghien ciiu cho thay thang do tinh each thuang hieu cua Aaker J. (1997) hoan toan cd the ung dung trong do ludng tinh each thuang hieu diem den. Quan diem nay cung tuong ddng vdi quan diem va ket qua ctia cac nghien ciru trudc (Hosany & cdng su, 2006; Murphy & cdng su, 2007. 2008; Sheng Ye, 2012) va tinh each thuong hieu diem den. Bang chiing la cd 3 trong 5 nhdm nhan td trong thang do ciia Aaker J. dugc giir iai trong thang do tinh each thuang hieu diem den, ket qua nay cijng tu'o'ng ddng vdi ket qua trong nghien ciiu ciia Hosany & cdng str (2006), Kilic &
Adem (2012), Sheng Ye (2012). Sd lugng cac nhdm nhan td it hon 5 so vdi thang do tinh each thuang hieu san pham/djch vu cung la quan diem dugc nhan djnh bdi Hosany
& Ekinci (2006). Caprara & cgng su (2001).
Nhu da trinh bay tai phan 2, cd nhieu tranh luan lien quan ve thang do tinh each thuong hieu ndi chung va diem den ndi rieng, thuc te cho thay ket qua ciia cac nghien ciru ve linh each thuang hieu diem den khac nhau la khac nhau. Tuy nhien. suchan thanh va su sdi ndi la hai nhdm nhan td chinh dugc nhan dien trong nghien ciru, k6t qua thdng nhat vdi hau het cac nghien ciru cd trudc. Nhan td su thd kech bj loai bd trong nghien cuu nay cung nhu la cac nghien cuu cd trudc ma dieu nay theo Yong Gu Sul & cgng su (2011) la do nhan td nay cd gan ket chat che vdi van hda nudc My va khi irng dung tai cac nen van hda khac nd da thay ddi.
Ben canh do, cd su chuyen dich ciia cac thugc tinh giu'a cac nhdm nhan td vdi nhau so vdi nhan td ban dau (Murphy & cdng su. 2007; Hosany & Ekinci, 2006). Trong nghien
Phattrien Kinhte 283 (05/2014)1 81
cuu nay, thudc tinh than thien ciia nhan to su sdi ndi da djch chuyln sang nhan td su chan thanh. Hien tugng nay cd the dugc Ii giai la sir khac biet vi phuang phap lua chgn tieu chuan phan tich. Dilu nay cung cd the giai thich la do su khac biet v^ mat ngu nghTa va anh hudng cua yeu td van hda.
Nhan to su hi^n hda-cd nang Iuc la mdt kham pha mdi trong nghien ciiu nay. Diiu nay cung hoan toan phii hgp vdi cac nghien ciru trudc dd ciia Sheng Ye (2012), Hosany
& cgng sir (2006), Murphy & cgng sir (2007, 2008). Viec xukt hien nhan to mdi nay cd the la do sir khac biet vi dac diem rieng cd ciia dja phuang la Da Ning, cung nhu nhi6u nghien cuu cho cac diem den khac nhau tren th^ gidi.
Cudi ciing, hai thugc tinh la nang ddng va ni nip dugc kham pha tir nghien ciiu so bg da Ian lugt bi Ioai bd sau khi phan tich EFA va CFA, diSu nay cd thi do ciu true thang do ciia Aaker J. (1997) kha dn djnh do vay viec bd sung hai thudc tinh mdi se khdng tuong thich va lien ket vdi cac nhan td trong thang do nay.
4. KET LUAN VA KIEN NGHI GIAI PHAP 4.1. Ket luan
Nghien cuu da phat trien va hieu lire hda thang do tfnh each thuang hieu diim din du Ijch Da Nang dam bao do tin cay va hieu luc. Day la mdt thang do thiia ke va md rdng tir thang do tinh each thuang hieu ciia Aaker J. (1997), mgt dilm mdi ciia nghien cuu trong bdi canh nghien ciiu ve tinh each thuong hieu diem den d Da Nang ndi rieng va VN ndi chung. Hon nu'a, ket qua cua nghien cuu mgt lan nua khang djnh va ting hd th6m cac tranh luan lien quan den tinh each thuang hieu diem den ndi chung va viec img dung thang do tinh each cua Aaker J. (1997) cho diem den ndi rieng. Nghien ciiu cung da tdng hgp va he thdng hda kha day dii he thdng li thuyet ve tinh each thuang hieu diem den.
Day se la nen tang 11 luan cho viec phat trien va xay dung nghien ciru ve tinh each thuang hieu diem den trong bdi canh van hda VN.
4.2. Kien nghi ve chinh sach va ham y ve giai phap
Ket qua ctia nghien cuu nay ia viec nhan dien mdt cau true do ludng tinh each thuang hieu diem den, giiip de xuat giai phap ca ve mat nghien cuu han Iam danh cho cac nha nghien ciiu, hgc thuat cung nhu la ve mat thuc tihn du lich Da Nang.
Doi vai ITnh vuc nghien cini vd hoc thual:
Thu nhat. ke thira nhuTig nen tang ve li luan va phuong phap ciia nghien ciiu nay de phat trien nhung nghien cuu chuyen sau, cd tinh khai quat va rgng hon ve tinh each
82 I Pham Thj Lan Huong & Nguyin Minh Huy | 6
thuang hieu diem den ciing nhu tinh each thuang hieu thanh phd; til' dd xay dung mgt thang do chung, ddng bg, thdng nhat, cd dd tin cay, tinh hieu Iuc va khai quat cao.
Thu hai, cac nghien cuu sau cd the SIJ dung ket qua ciia nghien cuu nay de phat tri^n chuyen sau han ve mdi quan he giira tinh each thuang hieu diSm din vai cac bign s6 hanh vi va tien trinh chgn lua ciia du khach nhu: Idng trung thanh, thai do, su ggi nhd, muc do hai Idng, su tuong hgp vdi nhan thuc ca nhan, gia tri tu bilu hien...; tu- do md rgng pham vi irng dung cho nghien cii'u.
Thli- ba, cac nghien cuu sau ciing cd the su dung cac nhan td trong thang do dugc de xuat trong nghien cuu nay de lam nen tang phat trien cac nghien ctiu lien quan den hinh anh diem den, su tu nhan thuc ca nhan... ddi vdi mdt diem den du lich.
Chinh sdch ve dinh vi vd Iruyen Ihong thuang hieu diim din du lich Dd Ndng:
Vdi ket qua ve 3 nhan td tinh each thuang hieu da tim ra: sdi ndi, chan thanh, hien hda- cd nang Iuc, dac biet la 2 nhan to chinh su sdi ndi va chan thanh, tap trung vao 3 thugc tinh ndi trgi nhat la hien dai. than thien va hiln hda (nhu da ndi d tren), nhirng nha quan li va marketing diem den cd the sir dung di lam can cu trong viec xay dung, phat trien cac chiln lugc djnh vj va truyin thdng thuang hieu dilm din mdt each hiru hieu. Bdi vice xay dung mdt chien lugc dinh vi huu hieu cung vdi mdt chiln lugc truyen thdng nhay ben va kip thdi se gdp phan dinh hinh va truyin tai tdi uu cac gia tri ciia thuang hieu diem den vdi du khach.
Da Nang cd the su: dung cac nhan to tinh each tren nhu la dilm khac biet manh, thuan lgi va ddc dao trong djnh vi thuang hieu dilm din so vdi cac dja phuong canh tranh khac, dac biet la cac diem den du Ijch biln d VN nhuNha Trang, Hai Phdng. Vung Tau...
De thuc hien dieu nay, trudc tien cac dac dilm tinh each tren phai dugc sii' dung dl thilt ke he thdng nhan dien thuong hieu nhu logo, slogan, nhan vat dai dien cho du Ijch Da Nang.
Tiep theo. dua vao cac tfnh each tren d l lira chgn chiln lugc phat triln san phSm du Uch dac trung ciia dja phuang, nhu cac thilt kl tour du lich vdi gia tri cdt ldi tuong thich;
cac diem thu hut du lich hien dai. than thien va chuyen nghiep; cac le hgi van hda, giai trf sdi noi va than thien...
Cac chien lugc va chuang trinh truyen thdng cSn gay an tugng va ldi cuon manh me du khach vdi viec chuyen tai nhung hinh anh va cam xiic khac biet thi hien Da NSng nhu la mdt con ngudi vdi su sdi ndi, than thien va hien hda, ludn sin sang ddn tilp va phuc vu du khach thap phuang din vdi thanh phd.
Phat triln Kinh t l 283 (05/2014) | 8 3
M d t d i e u q u a n t r g n g k h d n g t h e b d q u a d d la x a y d u n g v a n h d a c h o n g u d i D a N S n g . C a e c a q u a n b a n n g a n h , d o a n h n g h i e p , n g u d i d a n d e u t h e hien la nhtrng dai sti than thien, van m i n h , h i e n dai v a c h u y e n n g h i e p t r o n g c a c h o a t d d n g d d n t i e p va p h u c vu du k h a c h . Dieu n a y k h d n g chi t a o ra s u thu hiit m a c d n t a o m d i q u a n he g a n bd lau dai ciia k h a c h du Ijch v d i t h a n h p h d D a N a n g B
T a i lieu t h a m k h a o
Aaker D. (1991), Managing Brand Equity, Free Press New York.
Aaker D. (1995), Measuring the Human Characteristics of a Brand, paper presented at the Annual conference ofthe Association of Consumer Research, Boston, October.
Aaker J. (1997), "Dimensions of Brand Personality", Journal of Marketing Research, Vol.34, (3), p.347.
Cai L. (2002), •'Cooperative Branding for Rural Destinations", Annals of Tourism Research, Vol.
29, No. 3, 720-742.
Caprara G., Barbaranelli C. and Guido G. (2001), "Brand personality: How to Make the Metaphor Fit?", Journal of Economic Psychology, Vol.22, 377-395.
Echtner C M and J.R.Ritchie. (1993). "The Measurement of Destination Image: An Empirical Assessment", Journal of Travel Rf'.t'tii-ch, 31(4), 3-13.
Echtner C M . (1991), The Measurement i'l Tourism Destination Image, Doctoral thesis. University of Cagary, Canada.
Goldberg L.R. (1990), "An Alternative Description of Personality: The Big-Five Factor Structure", Journal of Personality and Social Psychology.y o\.59,'Ho.6, 1216-1229
Hair J., Bush R. & Ortinau D. (2002), Marketing Research: Within a Changing Information Environment. McGraw Hill/lwrin Ed.
Hee Jung Lee & Yong Gu Suh (2011), "Understanding and Measuring city Brand Personality (CPS) - In the context of South Korean market", International Journal of Tourism Sciences, vol.11(3), 1-20.
Hosany Sameer & Ekinci Yuksel (2006), "Destination Personality: An Application of Brand Personality to Tourism Destinations", Journal of Travel Research, vol.45, 127-139.
Hosany Sameer, Ekinci Yuksel & Muzaffer Uysal (2006), '-Destination Image and Destination Personality: An Application of Branding Theories lo Tourism Places", Journal of Business Research, vo!.59. 638-642.
Kaplan Melike Demirbag, Oznur Yurt, Burcu Guneri & Kemal Kurtulus (2008), "Branding Places;
Applying Brand Personality Concept to Cities". European Jotinal of .Marketing, vol.44, (9). 1286- 1304.
84 I Pham Thi Lan Huong & Nguyen Minh Huy | 68 -
Keller, K. L (1993). "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity", Journal of Marketing, Vol.57(1) (January), 1-22,
Kilic Burhan & Serhat Adem (2012), "Destination Personality, Self-Congmity and Loyalty", Journal of Hospitality Management and Tourism, vol.3 (5), 95-105.
Kotler P. (2006), Tiep thi dia phuang chdu A (bdn dich), Chuong trinh quan li kinh te Fulbright lai VN.
Kotler P.(2002), Marketing Places: Attracting Investment, Industry, and Tourism to Cities, States, and Nations, Simon and Schuster Ed.
Le Thi Minh Hang (2011), Xdy dimg thang do nhdn cdch thuong hieu trong dieu kien van hda IN.
De tai nghien cuu khoa hpc nSm 2011, Dai hoc Da Nang.
Lee H-J. & Yong-Gu S. (2011), "Understanding and Measuring City Brand Personality (CPS) - In the Context of South Korean market", International Journal of Tourism Sciences, 11(3), 1-20, Korea.
Murphy L., Pierre Benckendorff and Gianna Moscardo (2007), "Destination Brand Personality:
Visitor Perceptions of a Regional Tourism Destination", Tourism Analysis, vol.12, 419-432.
Murphy L., Pierre Benckendorff and Gianna Moscardo (2008^, "Linking Travel Motivation, Tourist Self-image and Destination Brand Personality", Journal of Travel <& Tourism Marketing.
vol.22(2).
Ritchie J.R and Ritchie R.B (1998), The Branding of Tourism Destination: Past Achievements and Future Challenges. Proceedings ofthe 1998 Annual Congress o f The International Association of Scientific Experts in Tourism, Destination Marketing: Scopes and Limitations, edited by Peter Keller, Marrakech, Morroco: International Association of Scientific Experts in Tourism, 89-116.
Sheng Ye (2012). The Impact of Destination Personality Dimensions on Destination Brand Awareness and Attractiveness: Australia as Case Study, MSc, Faculty of Tourism, Macau University of Science and Technology, China.
Sirgy M (1982), "Seft-Concept in Consumer Behavior: A Critical Review", Journal of Consumer Research, 9(3), 287-300
