NHAN TO ANH Hl/GINGDEN HOATOdNGXUCTIEN BAN HANG TAI CAC DOANH NGHIEP KINH DOANH DU UCH Lff HANH
HODIIUKHANH
Bixdc djnh cdc nhdn iodnh hiUmg dai hogt dpng xuc tiai bdn hing cho cic doanh nghiep kinh doanh irong linh vdc da ljch Id hinh TP. Di NSng, tdc gii nghien dhi cdc nhdn to d/iA hulfng din hogt Spng xuc tiai bdn cho cdc doanh nghiip kinh doanh trong linh vUc du Ijdi IS hdnh TP. Di NSng. Kit qud nghiin cihf cAo thiy, cd 5 nhin tSdnh hUdng Sin hogt dpng xuc tiai bin hdng tgi cic doanh nghiip Idnh doanh trong linh vUc du Ijdi 13 hdnh TP. Di Ning li Khuyai mdi. Marketing Online, Bin hdng cd nhdn vd quan hi cdng didng. Qua do, giup ^ doanh nghiip doa ndng cao diiilugng hogt Sdng xac tiin bdn nhim ihahdt ngdy dng nhiia kbddt du Ijdi.
^khad: Du ljch Of hdnh, xuc tiin bdn hdng, kinh doanh, dich vu
FACTORS AFFECTING SALES PROMOTION ACTIVITIES AT TRAVEL BUSINESS ENTERPRISES Ho Dieu Khanh
I To identify factors ajfecting sales promotion activities for enterprises in the field of travel and tourism in
\ Da Nang city, the author studies tfie factors affecting sales promotion activities far businesses in the field of tourism in Da Nang city. Research results show I that, there are 5 factors affecting sales promotion j activities in Da Nang travel and tourism enterprises:
I Promotion, Online Marketing. Personal Sales and ' Public Relations. These 5 factors help businesses to ] improve the quality of sales promotion activities to 1 attract more and more tourists
Keywords: Travel, sales promotion, business, service
Ngdy nhdn bdi: 18/5/2020 Ngdy hodn thien bien tap: 26/5/2020 Ngdy duyit ddng: 2/6/2020
Ctf sd ly thuyat vd md hinh nghien ciiru
Theo N g u y e n P h u o n g Thdo (2014), ngMen ciiu d a n h gid hogt d g n g xiic tieh b a n h a n g cua cdng ty T N H H T h u a n g mgi P h u d c Phii, Ket qud ngMen cuu cho thay, 4 yeu to dnh h u d n g deh hogt d g n g xiic tieh b d n theo gia ir\ tid ldi t r u n g binh lan lupt la: Q u a n h i cong chirng Id 0,479; Ban h a n g cd n h a n la 0,180;
Q u a n g cao Id 0,164 va K h u y ^ mai la 0,138.
Theo N g u y e n N h u Anh Vii (2015), n g M o i eiiu mpt so gidi p h a p niiam hoan tMen eong tae xiic tien ban hdng tgi Cdng ty T N H H "niuong Mgi Thdo Ai CM nhdnh H u e . Ket qud ngMen ciiu eho thay, 4 yeii to ehinh dnh h u d n g den hogt d g n g xiic tien ban h a n g theo gid trj tra ldi t r u n g binh Ian lupt la: Khuyen mai la 0,545; quan he edng chiing la 0,394; trinh d p ciia n h d n v i i n ban hdng la 0,224, qudng cao Id 0,205,
E>i^a vao CO sd ly thuyet tren, tae gidi xay d y n g mo hinh n g M i n ciru n h u H i n h 1.
Phiftfng p h d p n g h i £ n cuTu
NgMen ciiu scj b p n h a m m y c dich khdm pha cac n h a n to dnh h u d n g d o i hoat d p n g xiic tiai ban hdng tgi cdc d o a n h ngMep (DN) kinh doanh tiong Enh vyc d u Ijdi lii hdnh TP. Dd Ndng. Trong giai dogn nay, tac gid tien h a n h xdy d y n g md Mnh ngM&i ciiu ly t h u y e t xay d g n g thang d o n h a p vd thang d o chinh thiic; thye Men p h u a n g p h d p ngMen ciiu dinh tinh.
Tac gia thye Men tiqj ngMen ciiu so bg djnh lugng, tiidng qua phucmg p h a p lay mdu tfiugn tien (pM xdc suat). Dir liiu thu tfigp tii t h a n g 1/2020 dffli 3/2020, n g M i n ciiu khach hdng sir d y n g djch vy lir hdnh tgi mpt so D N kinh doanh tiong Enh v y c d u ljch lii hdnh tgi TP. Da N§ng, phdt 218 pMeu, h g p le 207 pMeii, tdc gid tien hdnh n h a p lieu 200 pMeii. Sau dd, toan bg dii lieu d u g e xii ly vdi s y hd trg ciia p h a n m e m SPSS.
D ^ vdi tat ed cdc bien q u a n sat cua thang do, de ddnh gia miic d p d d n g y eiia ktidch hang, tac gid sir d y n g thang d o Likert 5 miic d p tir 1 d&i 5 vdi 1 the' Men miic d p hoan toan khdng d o n g y cho d a i diem 5 miic d p h o a n todn d o n g y.
HINH 1: M d HlNH NGHIEN CLTU Ot XUA' QHCC5.
- BHCN: BHCNl, BHCN2, BHCN3, BHCN4, BHCN5.
- QC: QCl, QC2, QC3, QC4, QC5.
Phan tieh EFA cae biai quan sat phy thugc: He so KMO=0,747 ddm bdo vdi dieu kien KMO>0,5 chinh VI vay phan tich nhan to kham phd EFA bien phu thudc phii hgp. Vdi phuang phdp nit trich Principal Components va phep xoay Varimax, phdn tich nhan td tir 20 Mai quan sat ciia tfidnh phan chat lugng vdi phuong sai trich Id 88,620% (>50%) nin dgt j«u elu.
tIguSn: BixuSl cio tic gii Ket q u i nghidn cihi
Phin tkh Cronbach's Alpha eia eie thang do
Viee kiem djnh dp tin egy ciia thang do dupc thuc Min thdng qua he so Cronbach's Alpha. KM he so tin egy ldn hon 0,6 tM thang do cd the sir dyng dugc. Ket qud phdn tich Idn dau cho thdy, cdc hi so tuong quan biOT tdng ciia cac bien quan sat trong thang do deu ldn hon 0,3 vd khdng cd trudng hgp logi bd bien quan sdt ndo. Vi vgy, tat ca eac bien quan sat deu dugc chap nhan vd dgt yeu cau v^ dg tin egy rat tot.
Tat ca cac yeii to deu ed he so tin egy Cronbach's Alpha ldn hem 0,7. Hon niia, he so tuong quan bien tdng ciia cac bien dlu Idn hon 0,4 dieu nay cho thay, cae thang do ddm bdo sy tin egy c ^ tMet va 28 bien quern sdt cdn Igi deu dat yeu eau de thye hien vdo bude phan tich tiep theo dd Id phan tich nhan to kham phd EFA,
Phin tich cic nhin t6khdm phi
Phdn tich nhan to EFA dupc dimg di' ddnh gia lai miie dp hpi ty eua eac bien quan sat. Kiein dinh KMO vd Bartletf s trong phan tich nhan td kham phd EFA cho thay he so KMO = 0,777 > 0,5 vdi miic y ngMa bang 0 (Sig = 0,000) cho thay, dii lieu phii hpp de phan tich nhan to EFA.
Vdi phuong phap nit trich Principal Components vd ph^p xoay Varimax, phan tich nhan td tir 20 bien quan sdt aia thanh phan chat lupng vdi phuong sai trich la 68,087% (>50%) nen dgt yen cau.
Qua ket qud ciia lan xpay nhan to ta cd dugc 25 bien quan sat anh hudng den xuc tien ban hang. De viec phan tich phuong phap hoi quy Myen tinh dugc thuan tien hon tM nhdm ddt ten Igi eac bien quan sat va gpp Igi thanh 5 nhdm nhan to:
- MO: MOI, M02, M03, M04, M05.
- KM: KMl, KM2, KM3, KM4, KM5.
- QHCC; QHCCl, QHCC2, QHCC3, QHCC4,
ONG HdP H i S 6 CRONBACH'S fl
Bien quan sat
QC1
QC4
»C5
H KM1 KM2 I KM3
KM4 KM5
OHCCI QHCC2 OHca gHCC4
;.
woTMOI M02 M03 M M
> M05
* BHCNl BHCN2 BHCH3 BHCN4 BHCNS
He s£ tuong quan bien tjng
1,Bienlf6ci|p 0,877
HesdCronbadiaiplta neu loai b i biln
0,842 0,850
A^f^iiS'J^Sj,
0,870
0,831 0,856 0,875
0,794 0,844"^
0,818 0,795"
0,801 0.784 0,813 0,809 0,819 '
0,895 0,894 0,905 0,901 0,879
0,839 0,824 0,838 0,848 - * V 0-864..
HguSn ^nh todn mtic gii
9 3
BANG 2: KET Q U A P H A N T I C H H 6 | QUY '„ >, . Coeffidentsa '
Hfsodiifadiu^nhoj Hes5dadiu£nhoa gja
^ B ^' Sai s^ chuIn Beta 1'^^ *""•"
(Khong doi) -1,758 ,373 -4,717 QC ,281 ,057 ,239 4,887
KM ,405 ,063 ,312 6,386 QHCC ,241 ,053 ,218 4,535 MO ,309 ,057 ,297 5,387 '%^ BHCN ,j.. ,262 ,052 ,242 5,078 a. Dependent Viiriiil)k:)(TBH
Nhdm nhan to XTBH (Xiic tien ban hang) bao gom:
XTBHl, XTBH2, XTBH3.
Phan tieh hdi quy bpi tuyen tinh: Kiem djnh F sir dyng trong bang phan tich phuang sai van la mpt phep kiem djnh gid thuyet ve dp phii hgp ciia md Mnh hoi quy tuyen tinh tong the. Trj thong ki F dugc tinh tir gia tri hi sd R2 di^u chinh ciia md Mnh i^y dii khac 0, gid tri Sig<0,05 eho thay, md hinh hoi quy tuyen tinh bpi phii hgp vdi tgp dii ligu va cd the sir dung dupc.
R2 Miu chinh phdn anh miic dg dnh hudng ciia ede bien dgc lgp nhu: QC, KM, QHCC, MO, BHCN len bien phy thugc XTBH. Cac bien dgc lgp cd 58,9%
anh hudng deh su thay doi cua bien phu thupc, cdn Igi 41,1% Id sy anh hudng cda eac bien ngoai mo Mrih hoge la sy sai so ngau nMen,
Gia tri sig ciia kiem dinh F la 0,000 < 0,05 nhu vgy md hinh hoi quy tuyen tinh xay dgng dupc phii hgp vdi td'ng thi'. Tir ket qua xir ly ed the ket Man Id gid thuyet khdng ed moi quan he tuong quan giiia cac bien dgc lgp ciia md hinh hoi quy dugc xay dyng khdng bj vi phgm.
Trong Bang 2 cae yeu to sau kM duge phdn tieh hoi quy tM CO 5 biin sd: QHCC, MO, BHCN, KM, QC cd gia ti^ sig lan lugt la 0,000; 0,000; 0,000; 0,000; 0,000 vd bien h ^ g so cd sig = 0,000 deu nhd hon 0,05 cd y ngMa vdi md hinh hoi quy nen dugc chap nhgn de chgy phan tieh hoi quy.
Tat cd cae biin so deu cd hi so VIF<10 nen khong xay ra Men tugng da cpng tuyen. Gia trj sig hpi quy ciia cac biin bien dpc lgp deu nhd hon 0,05, do dd eae bien dpc lgp nay deu cd y ngMa doi vdi bien phy thugc.
Khdng ed bien nao bi logi, hg so VIF<2 do vgy khong xay ra Men tugng da cgng bien.
Phucmg tiinh hoi quy tuyen tinh bgi dupc trich theo hi so Beta cd dgng nhu sau:
)CTBH = 0312"KM + 0,297"MO + 0,242"BHCN + 0 , 2 3 9 ^ + 0,218^HCC + e
Trong dd:
XTBH: La yeu to xiic tien n , ,^ , " " ban hang.
Sig. . "s.*,- KM: La yeu to khuyen maL Tolerance VIF » . ^ T - .^ j , ^ MO: La yeu to marketing
,000 „ •'
^—^ ainne
,000 ,863 j m BHCN: La y^u to bdn '™° _^^^^ . J ; ! ^ i hanged nhan.
,000 ,897 'Til5_ QC: Ld yeu to qudng cao.
,000 ,679 1,473 QHCC: La yeii to quan ,000 ^,s:?l^^y.''*98 he cdng chiing.
Hguoa: Tinh toin tiaticgii e: L a hang so (constant).
K ^ luSn v a kien nghj
Tir ket qud ngMin ciiu, cd 5 nhan to anh hudng d&i hogt dgng XTBH tai cae DN kinh doanh tiong Enh vyc du lieh lu hdnh, gom; Khuyen mai. Marketing Online, Ban hang ca nhan, Qudng cdo, Quan he edng chung.
Do dd, cac DN nen quan tam den cac vlh de sau;
Thif nhat, dua ra cdc chuang trinh khuyen mdi mdi la hon, gay dugc sy td md kMch tMch ciia khaeh hang.
Thit hai, chii tipng hogt dgng marketing online, ddm bdo mang Igi sy ha'p dan cd ngi dung vd hinh thiic.
Website can cd sy dau tu ve mgt tMet ke, tgo dugc an tupng tir dd thu hiit dupe sy ehu y eua khaeh hang...
TTjii- ba, nen dao tgo nang eao chat lugng lao dpng nlidm tgo ra dgi ngii nhdn viin cd trinh dp, nhgy ben vdi rihu cau ciia khaeh hdng.
Thif tu, chii tipng vao npi dung qudng cdo, dam bao mang Igi sy hap dan dpc dao ve ngi dung vd Mnh thiic.
Ngi dung can day dii thdng tin va ket hgp da dgng ve mat hirih thiic di' dem Igi Meu qud toi da.
Thu nam, chii tipng hon hogt dgng ndy, cy the nen to chiic nhiing hoat dpng mang tinh xa hpi, nham tgo mem tm vdi khdch hdng, nen dua ra nhiing chuong trinh cy the mang tinh dinh ky tiong mdi nam nhdm
tgo dau ah. W
Tai lieu tham khdo:
1. Li Ihi Ngoc Tram (2015), Ddnh gid siS hdi long cua Ididch hdng doi v^ hoat dong xuc hai bdn hdng tgi Cong tylNHN Hdng Phu Hui ludn van TnOng Bai hgc Kinhte Hue;
2. Trdn Minh Baa (2006), Gido trinh Marketing cdn bdn, NXB Bai hoc Kinh t(
Ouoc dan;
3. Nguyen Thi ihuang Thdo (2014), Bdnh gid hoat ding xucti6ibAi hdng cdo (dng tylNHHIhmg mgi Phudc Phu, Luan van Iwdng Bgi hpc Kiiditi Hui 4 Philip Kotter (2009), Qudn tri liftfflsdng, NXB loo ddag-Xd hdi.
Thdng tin tdc gid:
Ho Dieu Khdnh, Tnfdng Bgi hgc Duy Tdn Email: hodieukhanh@gmailam