Nhu cau va thai do cua du khach doi v6i hoat dong trai nghiem
du Ijch dong sang tao d diem den Da Nine
^ - ^ PHAJVl THj LAN HCfdNG * VO LE X U A N SANG"
TRCTdNG DINH QOOC BAG"*
Tom tat
Bdi vie't nghien cdu nhu cdu cda du khdch chdu A vd chdu Au dd'i vdi du lich trdi nghiem dong sdng tqo, do ludng thdi do cda du khdch dd'i vdi thvtc trqng cung dng trdi nghiem dong sdng tqo cda diem de'n du lich TP. Dd Ndng. Ket qud nghien cdu di xudt cdc gidi phdp mang tinh dng dung vd hdm y chinh sdch cho cdc ca quan qudn ly nhd nUdc vd doanh nghiep kinh doanh linh vytc du lich tqi TP.
Dd Ndng nhdm nang cao khd ndng cung idig trdi nghiem dong sdng tqo tqi Thdnh phd.
Tuf khoa: nhu cdu, thdi do, trdi nghiem du lich dong sdng tqo, diem de'n Dd Ndng Summary
The paper studies the needs of Asian and European travelers for co-creation tourism experience, and measures visitor's attitudes toward the supply of co-creation tourism experience of Da Nang destination. The result suggests several applicable solutions and policy implications for state management agencies and tourism enterprises in Da Nang city so as to improve capacity to provide the aforementioned experience in the city.
Keywords: need, attitude, co-creation tourism experience, Da Nang destination JL
GIOI THIEU chan khach du lich lffu tru dai hdn, ddng thdi ldi keo sff trd lai cua khach du lich trong tffdng lai.
Trai nghiem du lieh ddng sang tao la
loai hinh dich vu da xua't hien nhieu tren CO SO LY THUYET VA PHU'ONG PHAP the gidi, nhffng cdn kha mdi me d Viet NGHIEN CLfU
Nam. O Viet Nam, mdt vai dia phffdng
da ffng dung, tuy nhien, chi mang tinh ca Cgsd ly thuyet
nhan, tff phat, hieu qua chffa thffc sff cao. Trdi nghiem du lich dong sdng tqo
Nhan tha'y dffdc van de dd, nghien cffu Trai nghiem du lieh la mdt boat ddng giai tri da nay se khao sat du khach trong va ngoai chffc nang, lien quan de'n giai tri hoac hpc tap, hoac ca nffdc, dac biet du khach de'n tff cac nffdc hai, cho mot ca nhan. Cac san pham cd ban trong du chau A va chau Au ve nhu cau du lich lich la nhffng trai nghiem diem de'n. San pham du lich trai nghiem ddng sang tao ciia du khach la sff ke't hdp ciia toan bd trai nghiem d diem de'n, bao va nhffng danh gia ciia bp dd'i vdi thffc gdm nhieu phan doan rieng biet, ehang ban nhff: chd d, trang cung ffng du lich trai nghiem ddng phffdng tien di lai, diem du lich hap din, diem giai tri sang tao ciia diem de'n Da Nang de de va dich vu an ud'ng. Cdn ddng sang tao la mdt qua trinh xua't cac giai phap ddng bd cho loai hinh tffdng tac vdi nhu cau va tap trung lien quan de'n it nha't dich vu nay. Tff dd, nang cao thffdng hieu hai tac nhan san sang tich hdp ngudn life tham gia vao du lich Da Nang, gdp phan tao dffng hinh cac hinh thffc hdp tac dac biet cung cd ldi de tao ra gia anh diem de'n mdi la, hap din va niu tri cho hp (Frow va cdng sff, 2015).
"TrUdng Dai hoc Kinh te Dai hoc Da N i n g I Email: [email protected]
"Trffdng Dai hoc Tai chinh K e t o a n
"* Tru'dng Dai hoc Kinh te Dai hoc Da N i n g
Ngdy nhdn bdi: 13/11/2018; Ngdy phdn bien: 15/11/2018; Ngdy duyet ddng: 21/11/2018
Economy and Forecast Review 4 d
BANG 1: SCr CfA THICH CAC HOAT DONG DO LICH T R A I NGHIEM DONG S A N G TAO
Thich BQiong thich Total Missing Total
T^n sua't 113
2 115 317 432
Ty le (%) 26.2
0.5 26.6 73.4 100.0
Tv lg hofp m (%) 98.3
1.7 100.0
Ty lg tich luy (%) 98.3 100.0
Nguon: Ket qua di&u tra cua nhom tac gia
Theo dinh hffdng kinh doanh, ddng sang tao du lich bao gdm viec xem xet khach du lich nhff la san sang tham gia thie't ke, san xua't va tieu thu mdt trai nghiem (Eraqi, 2011) hoac de cdng tac vdi td chffc trong viec tao ra san pham mdi va cac dich vu (Santos-vijande & Rodriguez, 2012). Do dd, viec gidi thieu cac boat ddng ddng sang tao vao hoat ddng kinh doanh dffdc xem la ddi hdi phai thay ddi nang life quan ly va hanh vi cua nhan vien. Nhff vay, theo nghia nay, ddng sang tao trai nghiem du lich cd the dffdc xem la xay ra trffdc, trong va sau chuyen di (Neuhofer va cdng sff, 2012) va dffdc thffc hien bang viec huy ddng ta't ca cac mang Iffdi va quy trinh cua td chffc d diem de'n de khuye'n khich sif tham gia cua ngffdi tieu diing trong viec tao ra gia tri (Eraqi, 2011).
Nhu cdu vd thdi do cda du khdch dd'i vdi trdi nghiem du lich ddng sdng tqo
Nhu cau cua khach du lich dd'i vdi dich vu du lich trai nghiem ddng sang tao la trang thai thie'u hut ndi tai ve nhu cau van chuyen, lffu tru, an ud'ng hay tham quan giai tri. Nhffng nhu cau nay bao gdm cac thudc tinh, nhff: loai hinh, van hda, chat Iffdng, thdi diem, gia ca, each thffc td chffc, tie'p can... Nd xua't phat tff sff gia tang cua khach du lich ve md'i quan tam dd'i vdi tai san van hda phi vat the; trai nghiem, tham gia hpc hdi van hda dia phffdng;
cac hinh thffc tieu dilng va cac td chffc boat ddng kinh te mdi; cac yeu cau ve kie'n thffc va mang Iffdi xa hdi.
Thai dp dffdc dinh nghia nhff la mdt khuynh hffdng tarn ly dffdc the hien qua viec danh gia mdt thffc the cu the cd mffe dp ffu ai hoac khdng ffu ai (Chen va cdng sff, 2011). Nhff vay, thai dp ciia du khach dd'i vdi du Uch trai nghiem ddng sang tao la phan ffng ciia du khach theo each thuan ldi hay bat ldi. Dd la nhffng niem tin ciia du khach ve thffc trang, ldi ich chffc nang cua dich vu du lich sang tao.
PhUOng phdp nghien cdu
Nghien cffu thffc hien khao sat du khach chau A va chau Au tham gia trai nghiem du lich tai diem de'n Da Nfng trong khoang thang 01-05/2018. Nhdm tac gia da dieu tra 432 du khach theo phffdng phap lay mau thuan Uen. Dap vien dffdc yeu cau tra ldi cac cau hdi bang each dffa ra cac Iffa chpn difa tren ban cau hdi cd san de thu thap y kien khao sat du khach ve nhu cau trai nghiem du lich ddng sang tao ddi vdi diem de'n Da Nang va danh gia ciia khach du lich ve thffc trang cung ffng trai nghiem ddng sang tao ciia Da Nang. Mlu nghien cffu dffdc lay trffc tie'p tff du khach thdng qua cac dia diem, nhff: nha ga, san bay, khach san, diem tham quan, giai tri, diem du lieh... va mot sd ndi khac cd du khach trong TP. Da Nang. Phan mem SPSS 22 dffdc sff dung
de phan tieh thdng ke, md ta dff Ueu (Bai vie't sd dung cdch vie't sd thdp phdn theo chudn qud'c te).
KET QUA NGHIEN CLfU
Nhu cdu trdi nghiem du lich dong sdng tqo cda du khdch
Bang 1 cho tha'y, cd de'n 317 ngifdi (chiem 73.4%) chffa tffng tham gia cac boat ddng du lieh ddng ddng sang tao. Tif dd cho tha'y, cac boat ddng du lich sang tao cdn kha mdi me so vdi du khach.
Nhffng khach du lich tffng tham gia hoat ddng du lich ddng sang tao chu ye'u den tff khach qudc te, dac biet la cac nffdc chau Au, cdn d Viet Nam, sd ngffdi biet de'n cac hoat ddng du lich kieu nay rat it.
Vdi gan nhff ta't ca sd ngffdi (98.3%) tffng tham gia trai nghiem du lich dong sang tao khi dffdc khao sat cho rang, hp thich cac boat ddng nay. Dieu nay cho tha'y, mffe dp hai long cao trong trai nghiem cac boat ddng nay va dieu nay dff bao nhu cau trai nghiem du lich dong sang tao se rat ldn va kha thi ne'u dffdc ap dung td't tai thi trffdng du lich Da Nang.
Trong do 37.1% du khach tffng tham gia boat ddng du lich trai nghiem dong sang tao, cho rang, hp thich tham gia hoat ddng du Uch ddng sang tao vi tham gia Cling ban be, nen tha'y vui ve va cd 22.1%
du khach cho rang, mud'n trai nghiem nhif ngffdi dan dia phffdng la ly do hp thich tham gia boat ddng du lich ddng sang tao.
Ben canh dd, cd 44.9% sd dap vien mong mudn trffc tie'p tham gia sdng va hoat ddng tai nha ngffdi dan ban dia, day cung loai hinh chie'm ty le cao nha't. Tie'p theo, lo^i hinh trffc tie'p tham gia mot budi hoc nau mdn an dac san tai nha hang va tnfc tie'p tham gia cac boat ddng the thao dac biet td chffc tai Da Nang deu chiem 41.9%.
Qua dd cd the tha'y rang, da sd khach du Uch thich dffdc trai nghiem, thich kham pha nhffng cai mdi d nhffng ndi khach du lich thdng thffdng khdng hay lui tdi.
Cd 57.6% dap vien cd nhu cau trai nghiem dffdc sif khac biet giffa cac vdng mien, 44.9% la trai nghiem va bie't ban chat ciia boat ddng. Ngoai y kien khac thi nhu cau lam quen va ke't ban chiem ty le tha'p nha't (32.2%). Cac dap vien khi tham gia boat ddng du lich ddng sang tao hp cd nhu cau cao ve viec trai nghiem, kham pha. Hp khdng chi kham pha cu6c sdng ciia ngffdi dan tai cac vung mien, ma edn kham pha chinh ban than, md ra
46
Kinh te'va DlT baoKinhte vaDiHiao
cd hdi tim hieu, hpc hdi va giao lffu tff chinh nhffng trai nghiem ay. Vi vay, ty le dap vien cd the va san sang tham gia la rat cao lan Iffdt la 44.9% va 36.6%. Cdn nhffng dap vien Iffa chpn khdng tham gia chie'm ty le rat tha'p (3.7%).
Trong loai binh du lich ddng sang tao, cd dap vien mud'n tham gia mdt vai cdng doan (chie'm 24.8%), cung cd dap vien mud'n tham gia trai nghiem ta't ca cac bffdc (chiem 27.8%), nhffng da sd'hp edn tuy thudc vao thdi gian ciia chuyen di de ra quye't dinh tham gia mot vai hoac ta't ca cac bffdc va trffdng hdp nay chie'm ty le cao nha't (47.5%).
Dap vien mong mud'n cd quan chffc nang dffa ra cac quy dinh va dam bao an toan de du khach an tam tham gia, day la mong mudn chiem ty le cao nha't (56.9%).
Thff hai, trong boat ddng homestay vdi ngffdi dan dia phffdng nen ed nhffng chi dan cu the ve phep tac dd'i vdi chu nha ndi hp se d, mong mudn nay chiem 50.7%. Mong mud'n chie'm ty le tha'p nha't (19.7%) dd la, td chffc cac budi training cho khach trffdc khi du khach tham gia.
Ke't qua dieu tra cung cho tha'y, so du khach Iffa chpn tif thie't ke' chuyen di theo mong mud'n eua minh (49.3%) va Iffa chpn tour du lieh se dffdc cdng ty Iff hanh cung cap the hien ehu de du lich ddng sang tao xuyen sudt hanh trinh (49.8%) cd ty le gan nhff ngang bang nhau.
Thdi dg cda du khdch ddi vdi thUc trqng cung dng du lich trdi nghiem dong sdng tqo d diem den Dd Ndng
Bang 2 cho tha'y, cd 39.8% sddap vien khdng bie't va 35.6% la chffa tha'y cac boat ddng du lich ddng sang tao xua't hien tai Da Nang, ty le cao hdn so vdi sd dap vien cd bie't (24.5%). Tff sd lieu cho tha'y, du lich ddng sang tao van chffa hinh thanh mdt each rd rang d Viet Nam ndi chung va Da Nang ndi rieng. Tai day cung da cd mdt vai hoat ddng du lich ddng sang tao, nhffng nd mdi dffdc khai thac mdt each nhd le, boat ddng cdn manh mun.
Trong dd, cd 34.0% khach du lich bie't ve trai nghiem cac boat ddng the thao dac biet dffdc td chffc tai Da Nfng, nhff: Color Me Run, Danang Intemational Marathon, IRON Man. Tie'p theo la trai nghiem sdng va boat ddng tai homestay d khu Hda Bac, Hda Vang, Da NSng chiem 30.1%.
Cac boat ddng cdn lai la trai nghiem mdt budi hpc nau mdn an dac san tai nha hang, resort va trai nghiem bieu diln tai Id hdi am nhac dffdng Bach Dang lan Iffdt chie'm
BANG 2: HOAT DONG DO LICH DONG S A N G TAO HIEN NAY d DA NANG Co
Chira Khong bie't
Total
TSn suS't 106 154 172 432
Tv lg (%) 24.5 35.6 39.8 100.0
Tv lg hrfD lg <%) 24.5 35.6 39.8 100.0
Tvlgtichluvr%) 24.5 60.2 100.0
BANG 3: MCifC DO PHONG PHU CCA cAC HOAT DONG DQ LICH TRAI NGHIEM
DONG SANG TAO d DA NANG Rat khon^ dong v
Khong dong v Khong V kie'n Dong V Rat dong V Total Missing Total
T i n sua't 22 40 28 14 2 106 326 432
Tv lg (%) 5.1 9.3 6.5 3.2 .5 24.5 75.5 100.0
Tv lg hofp lg (%) 20.8 37.7 26.4 13.2 1.9 100.0
Tvlgtichluvt%i 20.8 58.5 84.9 98.1 100.0
Nguon: Ket qua dieu tra ciia nhom tac gia
ty le 17.9% va 16.7%. Ngoai cac y kie'n tren, thi khach du lich cdn biet de'n cac boat ddng khac, con sd nay khdng dang ke, chi chie'm 1.9%. Vi vay, da sddu khach khi de'n du lich tai Da Nang thffdng khdng biet de'n.
Mffe dp phong phu cua cac boat ddng du lich ddng sang tao tai Da Nang dffdc danh gia dffdi trung binh (Mean=2.38) (Bang 3). Trong dd, da sd khach du lich (58.5%) cho rang, cac boat ddng du Uch ddng sang tao d day chffa phong phu. Ty le du khach khdng y kie'n cung kha cao, chiem 26.4%, cd the vi hp khdng biet het cac boat ddng du licU ddng sang tao d Da Nang nen chffa danh gia dffdc nd phong phu hay khdng. Cdn lai ty le du khach cho rang, cac hoat ddng du Uch ddng sang tao tai Da Nang phong phu, chie'm ty le kha tha'p (15.1%). Dieu nay cho tha'y, boat ddng du lich ddng sang tao tai Da Nang cdn rat sd khai, chffa phong phu. Vi day cdn la mot loai hinh du lich rat mdi tai Viet Nam ndi chung va Da Nang ndi rieng, cung nhff mdi vdi eac cdng ty du Uch va du khach.
Khach du lich danh gia ve mffe dp ehuyen nghiep cua each thffe td chffc hoat ddng du lich ddng sang tao tai Da Nang tren trung binh (Mean=3.17). 37.7%
du khach ddng y rang, each td chffc cac hoat ddng du lich ddng sang tao d day chuyen nghiep, nhffng cd tdi 38.7% hp khdng danh gia dffdc cd chuyen nghiep hay khdng. Cach thffc td chffc cac boat ddng du lich ddng sang tao tai day dffdc khach du lich nhin nhan kha tich cffc ve mffe dp chuyen nghiep, nhffng mffe dp chffa cao.
Chi sd' trung binh tffdng dd'i cao (Mean=3.36) the hien cac boat ddng du lich ddng sang tao da phan thda man dffdc nhu cau cua khach du lich. 55.6% du khach danh gia la cac boat ddng nay thda man nhu cau cua hp. Nhffng cd tdi 19.8% ngffdi khdng biet cd thda man hay khdng. Tff so' lieu tren ta tha'y, da so' cac boat ddng du lich ddng sang tao dap ffng dffdc nhu cau ciia du khach, tuy nhien ty le chffa cao.
Du khach cho rang, cac boat ddng du lich ddng sang tao tai Da NSng thinh thoang dffdc td chffc la cao nha't chie'm 36.8%, tha'p nha't cd 8.5% du khach cho rang, chiing dffdc td chffc xuyen sud't hanh trinh. Dieu nay cho tha'y, cac boat ddng du lich ddng sang tao tai Da Nang dffdc td chffc vdi tan sua't chffa cao.
Economy and Forecast Review
47
Du khach tra ldi khdng biet khi dffdc hdi ye tinh ket ndi giffa cac nha cung cap trong viec trien khai boat ddng du lich ddng sang tao tai Da Nang chiem 40.6%. 25.5% idiach du lich khdng bie't khi dffdc hdi ve each thffc td chffc boat ddng du lich ddng sang tao.
Cdn lai 64.5% ngffdi biet, thi trong dd cd 47.2% du khach cho rang, cac boat ddng nay dffdc td chffc cd sif tham gia ciia cd quan quan ly du Uch thanh phd', sd' cdn lai (27.4%) cho rang, tff doanh nghiep td chffc. 46.2%
khach du lich danh gia rang, ngffdi dan chii ddng hffdng din, gidi thieu de ket nd'i vdi du khach. Vi Da Nang la mdt diem de^n hap din trong phat trien ve du lich, ngffdi dan d day cung dffdc danh gia la than thien va nhiet tinh.
Cao nha't vdi cung ty le 28.1% khach du lich cho rang, hp hieu biet ve van hda, am thifc, ldi sd'ng dia phffdng va trai nghiem cam giac tuyet vdi khi tham gia cac boat ddng du lich ddng sang tao. Vi cac boat ddng du lich sang tao dffdc td chffc chu yeu dffa tren sff dac trffng cua van hda dia phffdng ve ldi sd'ng, am thffc, van hda. Chinh vi vay, du khach se dffdc trai nghiem va nhan dffdc nhieu ldi Ich tff dd.
Nhin chung, khach du lich kha hai ldng vdi ldi ich ma hp nhan dffdc khi tham gia cac boat ddng du lich ddng sang tao, d mffe tren trung binh (Mean=3.47). Ty le ngffdi hai ldng chiem hdn mot nffa (54.7%), 25.5%
du khach khdng y kie'n, cdn lai la 19.8% ngffdi cho rang, hp khdng hai ldng vdi ldi ich nhan dffdc khi tham gia cac boat ddng nay tai Da Nfng.
Ngoai ra, cd 43.4% cho rang, hp hai ldng vdi boat ddng du lich trai nghiem ddng sang tao tai Da NSng. Trong khi dd, ty le khach du lich rat khdng hai long chiem ty le thap nha't vdi 4.7%. Tff ket qua nay cd the nhin nhan rang, boat ddng du lich ddng sang tao tai TP. Da Nang hien nay da tffdng dd'i lam hai long khach du lich.
KET LUAN VA MOT SO GIAI PHAP
Ke't qua nghien cffu da cung cap nhffng thdng tin cu the ve nhu cau du lich trai nghiem ddng sang tao va thai dp cua du khach ddi vdi thifc trang cung ffng trai nghiem du lich ddng sang tao d diem de'n Da Nang. Cu the la:
Thd nhdt, dd'i vdi nhu cau du lich trai nghiem ddng sang tao, phan ldn cac du khach danh gia rang, hp ffa thich boat dong du lich tiai nghiem ddng sang tao va co mffe dp hai long cao khi da dffdc ttiam gia trai nghiem thffc te, da so du khach ra't thich thu vdi cac boat ddng du lich ddng sang tao.
Thd hai, nhin chung, khach du lich danh gia cac boat ddng du lich ddng sang tao tai Da Nang chffa that sif hap din va ddc dao, cac boat ddng td chffc that sijf chffa chuyen nghiep.
Vi vay, chung tdi dffa ra mdt sd ham y nham cai thien va thuc day boat dong du lich trai nghiem ddng sang tao d diem den Da Nfng nhff sau:
Mot Id, cac cdng ty du lich can tang cffdng cdng tac nghien cffu tim hieu nhu cau, thi bieu cua khach du lich, tff do dap ffng mot each tdt nha't. Theo do, cac cdng ty can cd chie'n Iffdc nghien cffu ky lffdng de dffa ra cac boat ddng phu hdp vdi hp hdn.
Hai Id, can tao mdt Id trinh, ciing nhif phat trien cac chinh sach, ed che phii hdp thdng thoang thuan ldi de loai hinh dich vu du lich ddng sang tao trai nghiem phat trien. Theo dd, cac cd quan du lich can nghien ciili de xua't cae quy dinh va nguyen tac kinh doanh cho loai hinh du lich trai nghiem ddng sang tao de dam bao an toan cho du khach khi tham gia trai nghiem. Ket hdp vdi dd, chinh quyen va cac dd'i tffdng biJu quan trong nganh du lich can dffa ra cac chinh sach truyen thdng phu hdp de gia tang mffe dp nhan bie't ve nhiihg loai hinh du Uch ddng sang tao mdi dffdc dau tff va td chffc d diem de'n Da Nang. Tuyen truyen van ddng khu vffc cdng ddng tich cffc lien ket vdi doanh nghiep de cung vtng nhifng trai nghiem van hda ddi sdng dac sac nhat cho du khach, khai thac td'i da hieu qua tai nguyen vat the va phi vat the.G
TAI LIEU THAM KHAO
1. Chen, C. F. & Chao, W. H. (2011). Habitual or Reasoned? Using the Theory of Planned Behavior, Technology Acceptance Model and Habit to Examine Switching Intentions Toward PubUc Transit
2. Eraqi, M. I. (2011). Co-creation and the new marketing mix as an innovative approach for enhancing tourism industry competitiveness in Egypt, International Journal of Services and Operations Management, 8(1),76-91
3. Frow, P., Nenonen, S., Payne, A. & Storbacka, K. (2015). Managing co-creation design: A strategic approach to innovation, British Journal of Management, 26, 463-483
4. Neuhofer, B., Buhalis, D. & Ladkin, A. (2012). Coneeptuahsing technology enhanced destination experiences, Journal of Destination Marketing & Management, 1(1-2), 36-46
5. Santos-vijande, M. L., Alvarez, B. A., & Rodriguez, N. G. (2012). Internal marketing as a driver of market orientation and co-creation culture in the tourism sector, African Journal of Business Management, 6(13), 4707-4716
