GIAI THICH Y DINH GIAM THIEU SU^ DUNG TUI
N H U A CUA DU KHACH QUOC TE B A N G
LY THUYET HANH VI DlT DINH MOf RONG
Nguyin Hfru Kh6i Trudng Dgi hgc Nha Trang Email: khoinh@ntu edu.vn
Ngay nhan: 03/5/2019 Ngay nhan ban sua. 19/8/2019 Ngay duyet dang 06/3/2020
Tom tit:
Nghiin cuu nay nham diin vao khoang trong trong viic khdm phd cdc nhdn to tdc ddng din y dinh gidm thiiu su dung tiii nhua cua du khdeh qudc te. Theo dd, nghiin cihi nay md rdng ly thuyet hanh vi du dinh bdng viic bd sung quy chudn hinh mdu ben cgnh thdi do, kiem soat hanh vi cdm nhgn vd quy chudn quy pham vd gid thuyit cdc bien sd nay tdc dgng din y dinh cua du khach. Hon nda, quy chudn quy pham vd quy chudn hinh mdu cdng dugc gid thuyet cd tdc dgng din thdi do ciia du khach. Ap dung phucmg phdp binh phuang hi nhat riing phdn vai phdn mim SmartPLS tren mdt mdu 200 du khach qudc ti, kit qud cho thay cdc gid thuyit diu dugc ung hd. Vi vdy, nghien eim ed nhimg ddng gdp ve mat hoe thuat vd thue tiin.
Tir khoa: y dinh giam thieu sir dung bii nhua, Iy thuyet hanh vi du dinh, quy chuan quy pham, quy chuan hinh mau.
MaJEL:M3I,Z32,Q56
Explaining intention to decrease plastic bags use of international tourists using extended theory of planned behavior
Abstract:
This study aims at filling the gap in discovering determinants influencing intention to decrease plastic bag use among international tourists. Accordingly, the present research extends theory of planned behavior by supplementing descriptive norm to attitudes, perceived behavioral control and injunctive norm and hypothesize that the variables have significant impacts on tourists' behavioral intention Furthermore, injunctive norm and descriptive norm are also hypothesized to have infiuences on attitudes Adopting partial least square with SmartPLS software on a sample of 200 international tourists, the results demonstrate that all hypotheses are supported. Therefore, this research has contributions in both academic and practical perspectives
Keywords: Intention to decrease plastic bag use, theory of planned behavior, injunctive norm, descriptive norm.
JEL Code: M3I, Z32, Q56
Sd 273 thang 3/2020
kiiilileJiat trien
1. Gioi thieu
Mac dii nganh cdng nghiep du lich mang lai nhilu Igi ich vg kinh te va xa hdi cho cac qudc gia (Juvan
& Dolnicar, 2017), phat trign du lich cung gay ra nhiing hau qua lieu cue ve mat mdi trudng nhu tao ra rac thai hoac sir dung tai nguyen qua miic (Kim &
cdng su, 2018; Landon & cgng su, 2018; Miller &
cgng sy, 2014). Cac nghign ciiu trudc day cho thiy rang dg giai quygt triet dg cac van dg cua du lich (Gdssling & cgng sy, 2010), nha quan ly khdng nen chi dua vao giai phap cdng nghe hay xay dung quy tac hanh vi, ma cdn phai tap trung vao viec gia tang hanh vi bao ve mdi trudng ciia du khach (Budeanu
& cgng sy, 2016). Nhigu uu digm cua vat lieu nhua nhu ben, mem deo va gia re da thiic day sy phd bien cua tiii nhua, trd thanh vat khdng the thieu trong cudc sdng hang ngay. Tuy nhien, cac nghien cuu da chi ra rang chat thai nhya gay ra nhirng van dg nghiem trgng den mdi trudng (Biasing & Amelimg, 2018; Horton & cdng su, 2017) va dugc xem la hiem hga toan cau (Heidbreder & cdng su, 2019;
Miller & cdng su, 2014). Vi du, tiii nhya thudng sir dung mdt lan gay ra sy lang phi tai nguyen; chat thai nhya gay ra khd phan huy, san sinh ra khi nha kinh, gay nguy hai den he sinh thai tren can va dudi nudc (Heidbreder & cgng sy, 2019). Do do, viec du khach ban che sir dyng tiii nhya se ed nhirng ddng gop quan trgng trong viec bao ve mdi trucmg va tai nguyen (Heidbreder & cgng sy, 2019).
Kgt qua nghign ciiu cung cho thay rang, tni khi thuc sy cam ket vdi viec bao ve mdi trudng, du khach dudng nhu it thyc hien cac hanh vi bao ve mdi trudng khi di du lich (Dolnicar & Griin, 2009).
Vi vay, mdt nghien ciiu giai thich y dinh giam thigu su dung tlii nhya ciia du khach se lao co sd cho viec xay dyng giai phap phat trien du lich ben viing. Hon niia, Stem (2000) lap luan va Juvan & Dolnicar (2017) kiem dinh thyc nghiem rang cac hanh vi bao ve mdi trudng khac nhau se chiu tac ddng tir cac yeu td khac nhau. Ndi each khac, cac can thiep dugc xay dyng cho hanh vi bao ve mdi trudng khac cd the khong cd tac dung hoac tac dung khdng dang ke den hanh vi giam thieu sir dung tiii nhya Do dd, cac nghien ciiu trudc day tap trung vao khia canh tai sir dung (khuyen khich tai su dung tui nhya) (Chang
& Chou, 2018) se khdng cd nhieu ham y trong viec gia tang y dinh giam thieu su dung dii nhya ciia du khach. Hon niia, viec kham pha cac nhan td tac ddng den y dinh giam thieu tiii nhya ciia du khach hau
nhu bi bd qua trong cac nghien ciiu trudc day. vi vay, viec kham pha cac nhan td tac ddng d6n viec gia tang y dinh giam thiiu sii dung bii nhya se co ddng gdp trong viec tao ra mdt biic tranh hoan chmh ban lien quan din cac nhan td tac ddng den hanh vi bao ve mdi tnrdng cua du khach. Nghign ciiu dugc ky vgng se cd ham y ly thuyit quan trgng trong viec mang lai nhirng hiiu bill sau sic ban ve cac nhan td tac ddng din hanh vi bao ve mdi trucmg ndi chung va giam thiiu sit dung tiii nhya ndi rieng; ddng thdi se cung cip nhirng ham y thuc tiln cho viec gia tang boat dgng bao ve mdi trudng cua du khach.
2. Cff SOf ly thuyet va m6 hinh nghien cuu 2.1. Hanh vi bdo ve moi triedmg cua du khach vd y dinh giam thieu su dung tiii nh^a
Thuat ngir bao ve mdi trudng ham y tat ca cac hanh ddng bao ve mdi trudng hoac cac hanh dgng giam thieu tac ddng tieu eye cua con ngudi den mdi trudng (Budeanu & cdng sy, 2016). Cac hanh vi bao ve mdi truong cd thi la sir dung nang lugng hieu qua hay nang lugng tai tao, tai che, su dyng san pham dia phuang hay cac sang kien ben viing khac (Gdssling
& cdng sy, 2010; Kim & cgng su, 2018; Landon &
cdng sy, 2018; Miller & cgng sy, 2014).
Tdng quan cac nghien ciiu trudc day cho thay cac hgc gia tap trung vao nhigu hanh vi bao ve mdi tnrdng ndi chung (Kim & cdng su, 2018; Landon
& cgng su, 2018; Miller & cgng sy, 2014) hoac tap trung vao mot sd hanh vi bao ve mdi trudng cu the nhu khdng sir dung phuang tien gay d nhiem mdi trudng hoac tir chdi tham gia boat dgng du hch gay anh hudng den mdi trudng (Juvan & Dolnicar, 2017). Mdt vai nghign ciiu khac (vl du, Ramayah
& cdng su, 2012) cho rang lai chg la hanh vi dugc nghign ciiu phd bign nhat. Tac gia lap luan rang, vi chat thai nhya cd ardi hudng xau dgn mdi tnrdng (Biasing & Amelung, 2018; Horton & cdng sy, 2017), viec giam thigu su dyng tiii nhya se cd tac ddng tich cue dgn chign luge phat trien du lich bgn vimg (Budeanu & cdng su, 2016; Juvan & Dolnicar, 2017; Miller & edng su, 2014). Do dd, viec kham pha cac nhan td tac ddng den y dinh giam thigu su dung nii nhya ciia du khach cd vai trd quan trgng va la mdt chu de dang quan tam. Tuy nhien, hanh vi sir dung tlii nhya ciia du khach hau nhu bi bd qua, tao ra mdt khoang trdng trong kign thiic chung vl thiic dSy hanh vi tieu dimg djcb vu du lich ben viing.
Du khach qudc te cd vai trd quan trgng trong
Sd 273 thang 3/2020 kiiilitiyiiiiiliKiii
viec tao ngudn cung c5p ngoai hdi dn dinh va gdp phSn tao ra viec lam cho ngudn nhan luc du Hch.
Tuy nhien, lugng du khach qudc tl nay cd thi tao ra mot lugng rac thai nhua dang kl, gay anh hudng din chiln luge phat triln du lich ben viing. Vi vay, viec giam thiiu lugng rac thai bii nhya tir du khach qudc tl cd vai h-d quan h-gng trong viec xay dyng thuong hieu du lich ben vung ciia Viet Nam, tir dd thu hut thgm nhieu du khach qudc tg. Do dd, nghien ciru nay tap trung vao viec xay dyng md hinh giai thich y dinh giam thieu sii dung tiii nhua cua du khach qudc tl dya tren viec md rdng ly thuyet hanh vi du dinh (TPB; Ajzen, 1991) vdi bien so quy chuan quy pham va quy chuan hinh mSu.
2.2. Ly thuyet hanh vi du dinh vd y dinh gidm thieu su dung tiii nhfra
Cac nghign ciiu trudc day deu ddng thuan rang bao ve mdi trudng la mdt hanh vi cd nhan thirc xuat phat tir y dinh trudc dd (Kim &cgng su, 2018;
Landon & cdng sy, 2018) va do dd cd the dugc giai thich tir ly thuygt hanh vi du dinh (Ajzen, 1991;
Juvan & Dolnicar, 2017; Landon & cdng sy, 2018;
Miller & cdng sy, 2014). Theo ly thuyet nay, y dinh giam thieu sii dyng tiii nhua chiu tac ddng ciia ba yeu td: thai do ddi vdi viec giam thieu sir dung tiii nhua, kigm soat hanh vi cam nhan trong viec giam thigu sir dung hil nhua va quy chuan.
2.2.1. Thdi do vd y dinh gidm thieu su dung tdi nhua
Thai do la khuynh hudng thuc hien hay khdng thyc hien hanh vi va dugc cho la kit qua cua nigm tin ca nhan lien quan dgn hanh vi va cac he qua khi thuc hien hanh vi (Ajzen, 1991). Thai do la su danh gia tdng thg vg mot ddi Urgng nhu tdt - xau, cd hai - cd lgi, thoai mai - khd ehiu va thich - khdng thich bang each so sanh cac cap thudc tinh ddi lap (Eagly
& Chaiken, 1993). Thai do tieu eye hay tich eye doi vdi hanh vi se anh hudng den y dinh (khdng) thyc hien hanh vi (Juvan & Dolnicar, 2017; Kim & cdng su, 2018; Miller & cdng su, 2014). Do dd, nlu du khach cd thai dp tich eye ddi vdi viec giam thieu sii dung tlii nhua, hp se cd y dinh thyc hien hanh vi nay (Ajzen, 1991). Cac nghign cihi trudc day cho thay cac ca nhan cd thai dd tich eye vol hanh vi bao ve mdi trudng se hinh thanh y dinh thyc hien hanh vi dd (Chang & Chou, 2018). VI vay, nghien ciiu nay dua ra gia thuyet sau:
HI: Thai do tich cue ddi vdi viec giam thieu su
dyng tui nhya ciia du khach qudc tl cd tac ddng tich cue din y dinh giam thiiu sir dung bii nhua.
2.2.2. Kiem soat hanh vicdm nhdn vd y dinh gidm thieu sit dung tui nhua
Kiem soat hanh vi cam nhan thg hien cam nhan ca nhan ve tinh san cd hay thigu thon tai nguygn va ca hgi de thyc hien ragt hanh vi nao dd (Ajzen, 1991).
Cac nghien ciru trudc day cho thay rang cam nhan ve kha nang thyc hien hanh vi bao ve mdi tnrdng cd tac ddng den y dinh thyc hien cac hanh vi nay (Chang & Chou, 2018; Ohtomo & Ohnuma, 2014).
Vi vay, nghien ciiu nay ky vgng rang cam nhan vg kha nang giam thieu sii dung tiii nhua cua du khach se lam gia tang y dinh giam thieu sii dung tiii nhua ciia hg. Vi du, neu du khach cam nhan rang sieu thi hoac ciia hang tien lgi cung cap bii giay hoac bii sinh hgc ty phan hiiy vdi chi phi hgp ly, nhieu kha nang hp se hinh thanh y dinh giam thieu sir dyng tiii nhya va chuyen su dung cac loai bii thay the than thien vdi mdi trudng. Vi vay, nghign ciiu nay dua ra gia thuygt sau:
H2: Kiem soat hanh vi cam nhan ddi vdi viec giam thieu su dyng tiii nhya cua du khach qudc tg c6 tac ddng lich cue den y dinh giam thiiu sii dung tlii nhua.
2.2.3. Quy chudn, thdi do vd y dinh gidm thiiu sd dung tui nhua
Theo Smith & cdng su (2008), quy chuSn gdm hai thanh phan la quy chuan quy pham va quy chuan hinh mau. Quy chuSn quy pham tuong duong vdi thanh phan ap lyc xa hdi Uong md hinh TPB va phan anh cam nhan nhiing gi (khdng) dugc tan thanh bdi nhirng ngudi quan Ugng. Quy chuan quy pham thiic d&y ca nhan (khdng) thyc hien mdt hanh vi nao dd thdng qua viec nhan manh nhiing phan thudng (hinh phat) mang tinh xa hdi. Mat khac, quy chuan hinh miu la nilm tin ea nhan vl su phd bien eua mdt hanh vi va phan anh cam nhan ve viec lieu nhung ngudi khac cd thuc hien hanh vi do hay khdng. Quy chuan hinh mSu thiic day hanh vi ca nhan thdng qua viec cung cdp chiing cu rang hanh vi dd la hien nhien, phii hgp va thich dang (Smith & cdng su, 2008). Cac nghien ciiu trudc day khang dinh vai trd quan trgng ciia quy chuan hinh mau trong viee lam gia tang sire manh giai thich ciia md hinh TPB va cho thay ca hai loai quy chuan (quy pham va hinh mau) dgu tac dgng den y dinh va hanh vi ngudi tieu diing (Hagger
& Chalzisarantis, 2005; Rhodes & Coumeya, 2003).
Sd 273 thdng 3/2020
Kinhliyyi
H4
Thai do ddi vdi viec giam thieu H4a (+)
Quy chuan quy pham b(+)
Quy chuan hinh mau
Kiem soat hanh vi
Hinh 1: Mo hinh va gia thuyet nghien ciju
Hl(+)
Trong bdi canh du lieh bgn vung, cac hanh vi bao ve mdi trudng dugc chiing minh la chiu tac dgng cua quy chuan quy pham. Cu the ban, Tonglet & cdng sy (2004b) chiing minh rang quy chuan quy pham cd tac ddng den hanh vi tai che trong khi nghign cim Tonglet & cdng su (2004a) cho thay rang quy chuan quy pham cd anh hudng dgn hanh vi quan ly rac thai.
Gan day hon, Ohtomo & Ohnuma (2014) thao luan va kiem dinh tac ddng cua quy chuan quy pham dgn y dinh giam thieu sir dung bii nhua tai sigu thi va Landon & cdng sy (2018) kiem djnh tac ddng cua quy ehuan quy pham den hanh vi bao tdn thien nhien CLia du khach. Cac ket qua Urong ty cung ve tac dgng lich cue cua quy chuan hinh mau den hanh vi bao ve mdi trudng ciing dugc chiing minh trong cac nghign cim trudc day, nhu tai sir dung khan tam (Goldstein
& cdng sy, 2008) va liet kiem nang Iugng (Baca- Motes & cpng su, 2013). Vi vay, nghien ciiu nay dua ra gia thuyet:
H3a: Quy chuan quy pham co tac ddng lich eye den y dinh giam thieu su dung tiii nhua ciia du khach qudc tg.
H3b: Quy chuan hinh mau cd lac dpng tich eye dgn y dinh giam thieu sii dung tiii nhua ciia du khach qudc tg
Ngay nay, cac boat ddng bao ve mdi trudng ngay cang phat trien va truyen thdng rdng rai, thiic day
su tigp nhan thdng tin, dac biet la thdng tin tir cac nhdm xa hdi, tir do hinh thanh quy chuan quy pham va quy chuan hinh mau (Kashima & cgng sy, 2013).
Cac nghien ciru ciing cho thay rang eae thanh td ca nhan (thai do) va xa hdi (quy chuan) cd lien quan mat thiet vdi nhau (O'Keefe, 2015) theo hudng mdi trudng xa hdi cd tac ddng dgn sy hinh thanh thai dp ciia ca nhan (Ajzen & Fishbein, 2000). Ly do la vi qua trinh hinh thanh thai do ciia ca nhan chiu su tac dpng ciia mdi trudng (Chang, 1998). Hon niia, ket qua nghien ciin cung chiing minh mdi quan he nhan qua giira quy chuan va thai dp (Chang, 1998, Lapinski & cdng sy, 2007; Smith & Louis, 2008.
Tarkiainen & Sundqvist, 2005). Vi vay, nghien ciiu nay dg xuat:
H4a: Quy chuan quy pham c6 tac dgng tich cue den thai do ddi vdi viec giam thieu sir dung tiii nhua cua du khach qudc le.
H4b: Quy chuan hinh mau cd tac ddng tich eye den thai do ddi vdi viec giam thieu su dung tiii nhya ciia du khach qudc te.
3. Phu-ffng phap nghien cuu 3.1. Mdu nghien cuu
Ddi tugng khao sat nghien ciiu nay la du khach qudc tl bao gom chau Au, My, Trung Qudc, Han Qudc, Nga. Nha Trang dugc chon lam nai thu thap
Sd 273 thdng 3/2020
KinlitcJIiaUrif
miu VI day la mdt thanh phi du lich ndi tieng, tiep ddn hang trieu du khach quoc tl mli nam. Vi vay, hanh vi cua du khach se cd tac dpng dang ke den mdi trudng tai thanh phd Nha Trang va thiic dky hanh vi bao ve mdi birdng co vai trd quan trgng trong chien luge phat trien du lich ben vung do chinh quyen thuc hien.
Bang hdi dugc xay dyng bang tieng Anii diing dg khao sat du khach chau Au va My. Vi du khach Trung Qudc va Han Qudc cung chigm ti trpng Idn ttong luang khach qudc tg dgn Nha Trang, bang hdi tigng Anh dupe dich qua tieng Trung va Han bdi cac giao vien ngoai ngii. Cac ban dich tieng Trung va Han sau do dugc dich lai qua tigng Anh va hai bang hoi tigng Anh dugc so sanh de dam bao ngii nghia khdng bi sai lech.
Phuang phap thu mau thuan tien dugc sii dung Qua trinh thu mau dien ra tai dudng Tran Phii, Biet Thy, Nguyen Thien Thuat, Himg Vuong, Tran
Quang Khai la cac cung dudng du khach qudc tl thudng tap trung. Du khach dugc tilp can va de nghi tham gia tra ldi bang hdi lien quan den y dinh giam thieu su dung tiii nhya. Du khach tilp nhan bang cau hdi va thyc hien khao sat ty quan Iy trong khoang
15-20 phiil.
Ngoai cac thdng tin vl cam nhan cua du khach, bang hdi thu thap mdt sd thdng tin vl nhan kh§u hgc bao gdm nhu gidi tinh, nhdm tuoi, qudc tich, tinh trang hdn nhan, trinh dp hgc van, thu nhap binh quan va nghe nghiep. Ngoai cac dac dilm mau thu thap nhu trinh bay trong Bang 1, qudc tich cua du khach duoc khao sat phdn Idn la Trung Qudc (44,3%), tiep theo la chau Au va My (40,1%) va Han Qudc (15,6%). So bang cau hoi phat ra la 220, sd bang cau hdi thu ve la 220. Trong dd, 20 bang cau hdi bi loai bd VI thieu thong tin, cdn lai 200 bang hdi dupe sir dung trong xir ly so lieu Dac diem ciia mau dugc md la trong bang dudi day.
Dac diem
Gidi tinh Nam
Nu
Bang 1: Dac diem mau thu thap So lupng 101 99
Phan tram 50,50 49,50 Tit 15 den 29
Tu 30 dSn 44 Tit 45 dSn 59 Tren 60
80 100 13 7
40,00 50,00 6,50 3,50
Tinh trang hon nhan
Doc than Da ket hon Khac
102 92 6
51,00 46,00 3,00
Trinh do hoc van
Bang cijr nhan tra xuong Thac sT
Tien sT
Nghe nghiep
Hoc sinh, stnlt vien Nhan vien Noi trg Giao vien Doanh nhan Bac St Khac
150 48 2 27 66 10 12 40 25 20
75,00 24,00 1,00 13,50 33,00 5,00 6,00 20,00 12,50 10,00
si 273 thdng 3/2020
KilililfellllitH
Bang 2: Thang do, d6 tin cfy va d ? gia tri
Cau true khai niem H? so tai Alpha C R j ^ X ^
77ia; do dot vdi viec gidm thiiu tiii nhua (ATT) 0,91 0,78
Toi CO thai do tich cue vdi viec giam thiiu sir dung tui nhua Giam thieu sii dung tiii nhua la y kiln hay
Toi thich y tudng giam thieu sir dung nii nhua
0,89 0,87
Quy chudn quy pham (IN)
Quy chuan hinh mdu (DN)
Kiem soat bdnh vi cdm nhdn (PBC)
Y dinh hanh vi (Bl)
0.81 0,87 0,63 Ban be muon toi giam thieu su dung titi nhua. 0,80 Gia dinh muon toi giam thieu sii dung tiii nhua. 0,88 Ban dong nghiep muon toi giam thieu sir dung tiii nhua, 0,82 Nhung ngudi quan trong muon toi giam thieu su dung tiii nhira. 0,83
0.85 0,90 0,69
Nhieu ban be ciia toi dang giam thieu sir dung nii nhua. 0,83 Thanh vien gia dinh toi dang giam thieu sit dung tin nhua. 0,86 Nhieu ban dong nghiep ciia toi dang giam thieii sir dung tiii nhua. 0,86 Nhieu ngudi toi biet dang giam thieu sir dung titi nhua. 0,61
0 74 0,85 0,66 Giam thieu sir dung tui nhua hoan loan nam trong kha nang ciia toi 0,81
Toi hoan toan kiem soat viec giam thieu sit dung tiii nhua 0,78 Giam thieu sir dung tiii nhua hoan loan nam trong kiem soat 0,84
Toi se giam thieu su dung riii nhya trong tuong lai gan. 0,95 Toi CO y djnh giam thieu su dung tiii nhua trong tucmg lai gan. 0,94 Toi se khuyen cao ngudi khac giam thieu su dung tiii nhya 0,92
3.2. Thang do lucfng
T h a n g d o l u d n g ciia nghien ciru nay d u g c k e thira tir c a c nghign ciiu tnrdc day. Cu thg h a n , b a m y c hdi ciia thang do thai dp vdi viec giam thieu sii d y n g tin nhya va ba m u c hdi ciia kiem soat h a n h vi cam nhan d u o c k e thira va hieu chinh tir nghien ciru cua Taylor
& Todd (1995). Vi nghien ciru cita Taylor & Todd ( 1 9 9 5 ) tap trung vao hanh vi bao v e mdi t r u d n g (tai c h e va tdng h g p rac thai) t u a n g t u n h u nghien c u u nay, tae gia chi thay ddi ndi d u n g hanh vi cho phii h g p vdi m u c tieu nghien cim (vi du, tir tai c h e thanh giam thieu sir d u n g tiii n h y a ) . D d i vdi thang d o y dinh h a n h vi, ba m y c hdi d u g c k e thira tir n g h i e n c u u ciia Taylor & Todd (1995) va d u g c hieu chinh d u a
tren thang d o cua Lee & c d n g su (2010). T h a n g do quy chuan quy p h a m va q u y chuan hinh mau (mdi t h a n g d o g d m b d n m u c hdi) d u g c su d y n g tir nghien c u u cua H a g g e r & Chatzisarantis (2005). Cac muc hoi d o l u d n g b a n g thang d o L i k e n 7 diem vdi 1:
H o a n loan k h d n g d d n g y va 7: H o a n loan d d n g y.
4. K e t q u a p h a n t i c h 4.1. Phuang phdp phan tich
N g h i e n ciiu nay sir d y n g m d hinh cau t n i c binh p h u a n g b e n h i t ban p h a n ( P L S - S E M ) vdi ph^n m i m S m a r t P L S 3.2.8 d e kiem djnh d o tin cay, d o gia tri thang d o va kiem dinh gia thuygt nghien cim.
T h e o dd, gia tri C r o n b a c h ' s A l p h a va dp tin cay tdng
So 273 thdng 3/2020
kifllitfoj'ltailrien
Bang 3: TiroTig quan giira cac ciu triic Idiai niem Khai nif m
1. Thai do 2. Quy chuan quy pham 3. Quy chuan hinh mau 4. Kiem soat hanh vi cam 5- Y dmh hanh vi Ghi chu: Cdn bdc hai cua
nhan
Trung binh
3,80 4,79 4,49 4,16 4,00
I 0,88 0,25 0,23 0,19 0,43
. - , .
2
0,79 0,13 0.05 0,31
, . ,
Tuffng quan 3
0,83 0,25 0,57
4
0,81 0,35
S
0,93
hgp phai > 0,7 dg dam bao dp tin cay. Gia trj phuang sai bich phai > 0,5 de dat do gia tri hdi tu. Do gia tii phan biet dugc danh gia theo tigu chu^n Fomell
& Lareker (1981), trong do, gia tri can bac hai cua phuang sai trich ciia mdt biln sd phai Idn hon tuang quan ciia bien sd dd vdi cac biln sd khac.
Kit qua kiem dinh gia thuyet dugc danh gia vdi miic y nghTa 5% va dugc kilm djnh lai bang thii tuc bootstrap vdi 5000 mau con va miic y nghia 5%. Kit qua phan tich dugc bao cao trong cac phan tilp theo.
4.2. Dp tin cay vd dp gid tri ciia cdc do luoTtg Ket qua kigm dinh thang do cho thSy cac thang do deu dat do nhat quan ndi tai (do tin cay tdng hap ciia cac thang do deu > 0,7). Ddng thdi, cac he sd lai nhan sd dgu > 0,7 va phuang sai trich deu Idn ban 0,5. Do do, cac thang do dg xuk dat dugc do gia tri hoitu.
Ket qua phan tich cho thdy gia in nhd nhat ciia can bac hai cua AVE (0,79) Idn hon gia tri Idn nhat cua brong quan giua cac cap khai niem (0,43). Do dd, cac ciu b-iic kliai niem dat dugc do gia tii phan biet (xem bang 3).
4.3. Kiem dinh gid thuyet
He sd VIF ciia cac cku tnic khai niem diu < 3 cho thay hien tuong da cdng myen khdng tdn tai. Kit qua R- = 47,9% va Q^ = 0,39 > 0 cho thiy md hinh cau tnic cd chk Iugng tdt.
Ket qua cho thay eae bign sd dpc lap diu co tac ddng cd y nghia den biln phu thudc. Cu thi hon, thai dp CO tac ddng manh den y dinh (p = 0,26; p
< 0,001). Kiem soat hanh vi ciing cd tac ddng din bien sd nay (p = 0,18; p < 0,01). Dang quan tam, hai thanh phan quy chuan bao gdm quy chuin quy pham (p = 0,18; p < 0,001) va quy chu§n hinh miu (p = 0,44; p < 0,001) tac ddng manh din y dinh giam Bang 4: Kit qua kiem dinh mo hinh
Duong dan Gia
thuyet
Mo hinh nghien ciiu (-value Bootstrap Thai dp ^ Y dmh
Kiem soat -^ Y dmh Quy chuan quy pham -^ Y dmh Quy chuan hinh mau —*• Y djnh Quy chuan quy pham —> Thai do Quy chuan hinh mau —>• Thai dp
HI H2 H3a H3b H4a H4b
0,26 0.18 0.18 0,44 0,22 0,20
[0,15-0,36] 1,13 Unghp 3,42** [0.08-0,28] 1,09 Ung ho 3,63*" [0,08-0,27] 1,07 Unghp 7,81*** [0,33-0,55] 1,11 Ung ho 3,46** [0,08-0,34] 1,02 ting hg 2,77** [0,05-0,32] 1,02 Ung ho R'
Do Ion tac dong (I^)
Stone-Geisser's Q^
R - B i - 4 7 , 9 % (^,%TT - Bl = 0,1 1; fpBC . Bl = 0,06,
fiN - Bi = 0,06; i^DN-Bi-0,34 Q ' B ] = 0,39 Ghi chii: "*p < 0,001: "p < 0,01.
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thigu sir dyng tiii nhya. Hai thanh phan nay cung c6 tac dgng manh dgn thai do (p = 0,22; p < 0,01 va B
= 0,20; p < 0,01).
Cac he sd dudng dan cd y nghTa d mirc 5% dugc kigm dinh lai thdng qua thu tuc bootstrap. Kit qua cho thay cac he sd nay dgu khac 0. Nhu vay, cd Ihl ket luan ket qua kigm dinh gia thuygt la dang tin cay.
5. Ket luan va d l xu^t
Nghign ciiu nay tap trung vao viec giai thich y dinh giam thieu viec su dung tiii nhya cua du khach qude te dya tren ly thuyet TPB vdi sy bd sung bign sd quy chuan hinh mau. Nhu ky vgng, md hinh TPB the hien siic manh du bao ddi vdi y dinh giam thigu sir dung tiii nhya (giai thich 47,9 bign thien cua hanh vi nay). Hau het cac bien sd deu cd tac ddng tuong ddi manh va cd y nghTa den y dinh hanh vi. Dang chil y, quy chuan hinh mau cd tac dgng manh nhat dgn y dinh cho thay vai trd quan trgng cua bien sd nay trong viec giai thich each hanh vi bao ve mdi trutmg, tiep theo la thai do va kigm soat hanh vi.
Bgn canh do, hai bign sd quy chuan cung cd tac dgng manh den thai do ciia du khach. Vi vay, nghien ciru cd mdt sd ham y hpc thuat va thyc tign.
5.1. Hdm y ly thuyet
Trudc tien, nghign ciru ap dung Iy thuyet TPB vao viec giai thich y dinh giam thieu sir dung tiii nhua ciia du khach. Ket qua cho thay cac thanh phan ciia md hinh nay cd the giai thich hieu qua y dinh hanh vi va do dd, phu hgp vdi ket qua cua nhung nghien ciru trudc day (Ajzen, 1991; Juvan & Dolnicar, 2017;
Landon & cdng sy, 2018; Miller & cdng sy, 2014).
Mac dii hanh vi giam thieu sir dung dii nhua ciia du khach chua duoc nghien eiiu trudc day, kgt qua nghien ciiu cimg cd sire manh dy bao ciia TPB ddi vdi cac hanh vi bao ve mdi trudng.
Kgt qua cho thay thai dp ddi vdi viec giam thieu sir dung till nhua cd tac dgng tich eye den y dinh hanh vi. Kgt qua nay phii hgp vdi cac phat hien tnrdc day trong ITnh vyc tam ly hgc rang cac ca nhan thudng thyc hien cac hanh vi phu hgp vdi thai do, trong khi tranh thyc hien cac hanh vi ma hg cd thai dp tigu eye (Ajzen & Fishbein, 2000; Eagly & Chaiken, 1993).
Ket qua nghien ciru cQng phii hgp vdi cac nghien ciru trudc day trong bdi canh hanh vi bao ve mdi trudng. Cac nghien ciru nay deu chung mmh thai do la mdt nhan td quan trpng ciia hanh vi bao ve mdi tnrdng (Juvan & Dolnicar, 2017; Kim & cdng sy, 2018; Miller & cgng su, 2014).
Kigm soat hanh vi cam nhan ciing dugc chung minh cd tac dgng din hanh vi bao ve mdi trudng trong cac nghign ciiu trudc day (Chang & Chou, 2018; Ohtomo & Ohnuma, 2014). Vi vay, tac ddng cua kigm soat hanh vi giam thiiu sir dung tiii nhya cd lac ddng den y dinh hanh vi ciing cho thay su tuang ddng vdi cac nghien cim trudc day. Digu nay cho thay rang, viec giam thiiu sir dung tiii nhya ddi khi phu thudc vao cac dilu kien va hoan canh ben ngoai (vi dy, cd cac tiii thay thi than thien vdi mdi trudng).
Ciing can nhan manh r5ng, tac dgng cua kiem soat hanh vi cam nhan din y dinh hanh vi tuctng ddi yeu hon so vdi cac biln so cdn lai. Dilu nay cd the dugc giai thich la do cSp quan ly tai Nha Trang van chua cd nhirng giai phap du manh giiip giam thieu viec six dung tiii nhya cua du khach.
Cudi ciing, nghien cuu cho thay quy chuan quy pham va quy chuan hinh mau la hai thanh phan rieng biet cd tac ddng dgn y dinh hanh vi ciia du khach.
Trong khi quy chuan quy pham da dugc chiing minh la cd tac dgng din y dmh hanh vi bao ve mdi birdng (Ohtomo & Ohnuma, 2014; Tonglet & cdng sy, 2004a; Tonglet & cdng sy, 2004b), quy chuan hinh mau dugc khuygn khich thao luan va tich hgp vao md hinh nham gia tang miic dd dy bao y dmh hanhvi (Chang & Chou, 2018; Goldstein & cgng sy, 2008; Juvan & Dolnicar, 2017; Ohtomo & Ohnuma, 2014). Vi vay nghien ciiu nay ddng gdp vao kien thiic chung thdng qua viec thao luan va kigm dinh vai trd ciia quy chuan hinh mau trong viec giai thich y dinh thyc hien mdt hanh vi bao ve mdi tnrimg cu the: giam thigu sir dung tiii nhua. Ket qua nghien ciiu Cling ggi y rang cac nghign cim tuang lai nen xem xet tich hgp quy chuan hinh mau nham gia tang mirc do giai thich cac hanh vi bao ve mdi trudng.
5.2. Hdm y quan tri
Nghien ciiu nay cd mdt sd ham y quan tri cho nha quan ly va phat trien chiln luge du lich bin vung.
Cu the ban, nghign cim chi ra rang thai do ddi vdi viec giam thieu sir dung tin nhya cd tac ddng tich cue den y dinh hanh vi ciia du khach. Vi vay, cac chien luge marketing cin dugc xay dung va thyc hien nh^m nhin manh vao viec giam thieu sir dyng tlii nhya vdi muc dich bao ve mdi trudng. Cac chiln dich marketing nay se thay ddi niem tin cua du khach, tir dd hinh thanh thai do tich cue ddi vdi viec giam thiiu sir dung tiii nhya.
Kiem soat hanh vi cam nhan cung dugc chirng
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KiiWIiatlrien
mmh la cd tac ddng din y dinh giam thieu sir dung nhit. Vi dy, chiln luge marketing cd Ihl lien he viec bii nhya, vi vay, nha quan Iy can ban hanh chinh sir dung qua mirc bii nhya va cac anh hudng tieu sach hd trg du khach giam thieu sir dung bii nhya. eye din sire khde cgng ddng va gia dinh nhu the Vi du, nha quan Iy cd the khuygn khich cac sieu thi nao. Hoac nha quan Iy cd Ihl hoach dinh chinh sach hay cira hang tien lgi cung cip bii giiy hoac bii than khuyin khich sir dung tui than thien mdi tmdng dii thien vdi mdi frudng vdi miic gia hop ly. Ben canh vdi du khach thdng qua viec giam gia, tang voucher dd, chiln luoc marketing cung can hudng din viec khuyin mai nlu du khach su dung tiii than thien mdi gia tang su hi tin trong viec sir dung cac san phim trucmg khi mua sim. Mdt giai phap cd hieu qua niia bii giay hoac dii than thien vdi mdi truang. U nha quan Iy ed thi ap dyng la quan tam viee ap Cudi cung, ket qua nghien cim cho thay quy dyng cac tieu chi chiing nhan nhan du lich ben viing chuan quy pham deu cd tac ddng den thai dp va y tai co sd ctia doanh nghiep, tir dd nang cao thai do vit dinh hanh vi giam thigu sir dung tiii nhua. Kit qua y dinh sii dung san pham than thien mdi trudng va cho thay vai trd quan trgng cua hai loai quy chuan giam bdt cac san pham gay hai cho moi trudng nhu ddi vdi hanh vi bao ve moi trudng cua du khach. Do tiii nhua. De phat huy vai tro cua quy chuan hinh do, nha quan ly cd the dya vao quy chuan de xay mau, chien luge marketmg cd the sir dyng hinli anh dung chien luge marketing dat hieu qua cao. Vi quy nhirng ngudi ndi tieng, cd siic anh hudng nhu ca sT, chuan quy pham cd the xuat phat tir gia dinh, ban dien vien, cac KOL (key opinion leader) dg khuyen be, ddng nghiep hoac nhirng ngudi quan trgng vdi khich viec giam thieu sii dung tdi nhya. Bgn canh du khach, cac chien luge marketing xay dyng mdi dd, viec xay dyng va phat trien cac cdng ddng sir trudng du lich bgn virng cd the dugc thiet ke de phii dung tiii than thien mdi trudng ciing dugc ky vgng la hpp vdi tiing ddi tugng nham phat huy hieu qua cao cd tac dpng tich eye dgn y dinh cua ngudi tigu diing.
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