TAP CHf PHATTRIEN NHAN LL/C - 50 3(62)2019
NGHIEN c u r u - T R A O e O l
DIEM DEN DU LICH THONG MINH:
TRi/dNG HOP THANH PHO HO CHI MINH
TS. PHAM THITHIJY NGUYET"
T O M T A T
Bdi uiet bdn den khdi niem "diem din du lich thdng minh" nhu mot chien luac dendng cao ndng luc cgnh tranh cua diem du lich, cd doi chieu den ti-udng hap Thdnh phd Ho Chi Minh (TP.HCM).
Mac dii cdng nghi thdng tin vd truyin thdng (ICT) Id mot yeu td quan trong ddi udi diem den du lich thong minh, nhung udn chua the hien ddy du ve ndng luc "thdng minh" cua mot diem den. Dua ddc tinh "thong minh" udo cdc diem din du lich ddi hoi phdi xdy dung dugc mgng ludi lien ket ddnggiUa cdc ben lien quan thdng qua mot nen tdng cdng nghe cu the. Theo dd, cdc thdng tin vd dU lieu hoat dong du lich cd the duac trao ddi ngay lap tUc vd de ddng (du lieu "sdng" - life data). Diem den du lich thdng minh nin tdn dung tdi uu cdc dU liiu big data bdng cdch cung cdp cdc dich uu phu hgp vdi sd thich cua ngudi dung vdo dung thdi diem.
Bdi viet cung ddng gdp vdo su hieu biet ve cdch cdc diem den du lich thdng minh cd the ndng cao trdi nghiem du lieh thdng qua viec cung cdp cdc sdn phdm / dich uu dugc cd nhdn hda han deddp iing nhu cdu vd sd thich rieng cua khdch truy cap. Tren thuc te, viec hieu dugc nhu cdu, mong mudn ciia khdch du lich dd trd nen rdt quan trong ddi vdi khd ndng cgnh tranh cua cdc diem din.
Tir khoa: du lich thdng minh; diem den thong minh; thdnh phd thdng mmh...
I. Diem den du lich thong minh Trong xu hudng phat trien ciia xa hdi cdng nghe, khai niem "thdng minh" dupe gan cho nhieu ddi tupng dd vai khac nliau, nhu dien thoai thdng minh, ddng hd thdng minh... Tiiy vao ddi lupng dupe gan vao ma dae tinh "thdng minh" bao gom nhung linh nang eu the nao.
Tuy nhien, ve co ban, kel ndi Internet, tuong tae vdi co sd du lieu dung chung va phan ung phii hpp vdi nhan biet ve nhu cau ciia ngudi dung la nhflng dac linh then chdt. Nang luc tich hpp cdng nghe thanh mdt he sinh thai cung dan dan dua cac kich ban edng nghe sieu \1et nhu '•' Giang vien Khoa Du lich - Trucmg Dai hoc Khoa hoc Xa hoi va Nhan van - Dai hgc Quoc gia Thanh ph6 H6 Chi Minh
"nha may thdng niinh" "ngdi nha thdng minh','
"thanh phd thdng minh" trd thanh hien thue.
Du lich thdng minh dupe nhac den nhu mdt xu hudng phat trien nang luc trai nghiem cua du khach. Ndi each kliac, du khaeh biet tan dung eac ho trp cdng nghe hien dai de trd thanh du khach thdng minh, tu lua chpn va quyet dinh cae gia tri trai nghiem du lieh ma khong nhat thiet phai le thudc vao edng ty lu hanh. Du khach tan dung nliung phuong tien va dieu kien ciia xa hdi edng nghe de tu thiet ke va thuc hien chuyen di eiia minh mdt each
"thdng minh" nhat ve gia tri trai nghiem va chi phi ciia chuyen di, phii hpp nhat vdi nhu can va dieu kien ciia hp. Hau thuan cho xu hudng du
TS. PHAM THI THUY N G U Y E T -OIEM BEN DU LICH THONG MINH...
ljch thdng niinli na\ la eac nen tang didng tin va djch vu dupe sd hda va tu ddng hda rat cao nhu: tu van lour, dat chd (booking), van chuyen, luu tru, am thue, giai tri, hudng dan, thii tue xuat nhap canh, thanh toan tu ddng... Tren diue te, dd chinh la nen tang "didng minh" cua diem den du lich.
Du lich thdng minh neu dupe nhan biet mdt each loan dien, phai bao gdm 3 thanh phan kliac nhau la: l) trai nghiem thdng minh (smart experience), 2) he sinh thai doanh nghiep thdng minh (smart business ecosystem), 3) diem den didng minh (smart destination). Nhung neu xet mdi quan he gifla ba thanh phan nay, thi trai nghiem thdng minh cho du khach chi that su dap ung ky vong ciia du kiiach khi dua uen nen lang dich Vll va tien Ieh dupe eung ca'p d cac diem den thdng minh. Va, he sinh thai doanh nghiep thdng minh that ra cung la mdt cau phan CO huu ciia diem den thdng minh. Vi vay, van de diem den thdng minh phai dupe xem la mdt va'n de trpng lam ciia xu hudng phat trien ciia du lich thdng minh.
Den nay, nhieu tac gia di trudc da neu dinh nghia ve khai niem "diem den thdng minh"
Buhatis va .\maranggana (2013) cho rang
"mang lai su thdng minh cho cac diem den du lich cd nghia la cac diem den can ket ndi nhieu ben lien quan thdng qua mpt nen tang trung gian ddng ciia cdng nghe thdng lin va truyen thdng de hd trp trao ddi thdng tin kip thdi ve cae hoat ddng du lich thdng qua thuat toan hpc may cd the tang cudng qua trinh ra quyet dinh ciia cac ben" Nam 2015, Boes va cac cdng su xae dinh, diem den thdng minh la "dia diem kliai thac cac cdng eu va ky thuat cdng nghe ed san de cho phep eung va cau eiing tao ra gia ui, dem lai mem vui va uai nghiem cho khaeh du ljch, dem lai su giau cd, Ipi nhuan va Ipi ich eho cae to chUe va diem den'! Lopez de Avila (2015) dinh nghia diem den thdng mmh la "Dia diem du lich sang tao, dupe xay dung tren co sd ha tSng edng nghe lien lien, dam bao su phat trien
-i(((i ddu cd benviimg eiia cac khu du lich, mpi Us Hfrtno
, . • . - > , . . • I j,,Hiacntuong the Uep can, tao dieu kien cho on i^' ^uanh tac va hda niiap vdi mdi UUdng x'""^ ^ ^.^^
tang cudng chat lupng uai nghi^ni . ^^^ ^^
den va cai thien chat lupng cudc sS"g dan': Lamsfus va cdng sy (2015) thi dmh nghia
"Mdt di^m den du Hch dupe cho la thong mrnti kill sir dung triet d^ co sd ha tang cong ugHe cio thanh phd didng minh eung cap de: (U nang cao trai nghiem du licli cua du khach bang cach ca nhan hda,'lam cho ho biet ve ca san pham va dich vu du lich dia phuong va du Hch ed san cho ho tai diem den va (2) each trao quyen cho cac Id chirc quan ly diem den, td chirc dia phuang va cdng ty du ljch dua ra quyet dinh va thuc hien cac hanh ddng dua tren du lieu dupe lao ra trong diem den, duoc thu thap, quan Iy va xir iy bang co sd ha tang cdng nghe'!
cae djnh nghia ve diem den thdng minh trong tam nhin phat trien ben vung va cd Uach nhiem deu cho thay cd bdn ben lien quan la:
du khach, cu dan dia phuang, doanh nghiep, va nha quan ly. Vai trd ciia edng nghe hien dai ludn dupe nhac den trong cae dinh nghia ve diem den thdng nunli nhu mpt tien de co ban.
Diem den thdng minh chac chac phai dupc xay dung dua tren nen tang eua cdng nghe hien dai, dac biet la edng nghe thdng tin va truyen thdng, trong dd ha tang u'ch hpp dir lieu dupe phat trien dong bd, dam bao su tuong lac kip thdi giua bon ben lien quan la nha quan ly, doanli nghiep du lich, du khaeh va cu dan. Ha lang cdng nghe lien lien se giu vai trd dam bao su phal trien ben vung, eho phep du kliach tiep can mdt each thuan loi, giup gia tang chat lupng trai nghiem tai diem den va eai ihjen chat lupng cudc sdng ngudi dan. Du kliach thaiii gia md hinh nay eung la nhUng du khach thong minli, khong chi deu thu du lich ma cdn chia se gia trj va sang lao them trai nghiem, tham gi^ q^^J^ i^
va giam sat de dam bao su hoan hao cho nl "m hanh trinh tiep theo ciia minh cuny ,.u , -
J l l - I l u - ^ ^ ™ ^Lia
nhung du kliach khac.
TS. PHAM THI T H O Y N G U Y E T - P I E M P ^ N DU LjCH THONG MINH..
Hinh 1. M6 hinh n^ng lUc canh tranh diem den du lich thong minh
L9I the c^nh tranh .,' ' ""' **"• =" ==«»•
Cong nghf thong minh (smart technologies)
1 o,.„ .,„,„„.„„ 1
1 ^winr
Lich sir & Van hoa
I Kien true lhLi.o^g lang '
H$ th6ng thfing minh tinh khon (intelligent smart systems)
LQ4 thi c^nh tranh L9^ the so Scinh
^
Nguon: Chulmo Koo vd cdngsu.
Van de diem den thdng minh cdn dupe tidp can dudi gde nhin ve nang luc canli tranh eua diem den. Tren thue te, phat tnen diem den thanh mdt diem den thdng minh cd the giup tang cudng nang luc eanh tranh cua diem den.
Tuy nhien, khdng the quan niem dan gian rang, chi can cdng them eac yeu td hd trp ve edng nghe thdng Im va truyen thdng (ICT) thi diem den se dupng nhien "thdng minh" va se tang cudng dupc nang luc canh tranh. Van de c^n duoc tu duy mdt each he thdng de xac lap mdi lien he giua yeu td cdng nghe vdi eac yeu td khac trong tdng the nang luc canh tranh ciia mpt diem den. Chuhno Koo va nhdm edng su Han Qudc ddng gdp mdt nghien cdu quan trpng de khai quat hda md hinh nang lyc canh tranh eiia diem den thdng minh. Khai quat nay dupc thuc hien dua tren su ke thira md hinh nang luc canh tranh ciia di^m den du lich do Crouch va Richie due ket tir 1999, nhung xem x6t suhien huu eiia yeu td "edng nghe didng minh" tir dd diic ke't dianh md hinh nang luc canh tranh ciia diem
den du lich thdng minh nhu sau:
(Xem: Hinh 1. Md hinh ndng luc cgnh tranh diem din du lich thdng minh)
0ng dung cac thanh tuu ICT vao co sd ha tang ciia diem den hien dupc xem la yeu td chinh lam nen cac diem den du lich thdng minh. Nhd ijtng dung ICT hieu qua, cac diem den thdng minh cd the tao ra duac su cpng lac cua nhieu thanh phan trong eau true dich vu xa hdi dua tren dae tinh tu van hanli va tu ddng hda. Dieu nay dupc hien thuc hda nhd eac "kieh ban cdng nghe" cd su phdi hop giua dien toan dam may (cloud computing), Internet van vat (loT), dien toan di dpng (mobile computing) va he thdng dich vu Internet dau eudi (end-user Internet service).
Cac djch vu dam may cho phep nhieu thanh phan kliac nhau trong cau true dien toan cd the lam viec vdi nhau theo kieu cdng lac, chia se va di dpng. Ndi mdt each dan gian, klii cac flng dung va dfl lieu deu ed the hien htm san cd tren cac "dam may" Internet thi ngudi dung ed the
30 TS. PHAM THI T H O Y N G U Y E T - DIEM O E N DU LICH 1 5MlNtk dd dang ehia se du lieu vdi nhau, cdng tac lam
viee vdi nhau \a cd the lam \1ec d bat cu dau ne'u cd ket ndi Internet ma khdng Ie thudc vao mdt thiet hi dau eudi ed dinh d dau dd.
Viec tieh hap eac loai cam bien da dang, cac chip vi xir ly va cac Uiiet ke tu ddng hda vao trong CO sd ha tang vat ly eiia diem den se giup thu thap nhieu loai thdng tin, du lieu ve ngudi dimg. Dien toan di ddng va he thdng djch vu Internet dau eudi hd trp \'iec truy cap dieh vu dam may va loT thdng qua nhieu flng dung da dang va nhieu ddng thiet bj khae nhau nhu may tinh, dien thoai, cac thiet bi ca nhan.
Cd the ndi, cac edng nghe thong minh hien nay, ma dai dien chinh la cac thanh phan nhu dich vu dam may, loT, dich iii di ddng \ a dich vu internet dau eudi gid vai ud quan trpng trong kieh ban tuong tac giUa cae ben hen quan trong bdi canh du Iich. Va ndi dieo quan diem cua Gretzel (2015), thuc te dd da lao ra mdi quan he cpng sinh giUa cae ben lien quan du lich va phi du hch. Do do, cd the kel luan rang ed nhiing cdng nghe dae biet quan trpng de xay dung eac diem den du lieh thdng minh va nhung edng nghe didng minh dd la yeu cau thid'l yen de hien thuc hda thanh cdng diem den du Ijch thdng minh.
2. Chat lupng dich vii va trai nghiem tai cac diem den thong minh
Nhu vUa neu d tren, cdng nghe thdng minh la nen lang d^ hien tliuc hda du lich didng mmh, giu vai trd trung tam trong \'iec xay dung diem den thdng minh, giiip nang eao chat lupng ciia diem den tlidng minli.
Tren md hinh neu d Hinh 1, nhin vao cau tnic nang luc canh tranh cua diem den cd tham chieu den vai trd cua thanh td "cdng nghe thdng minh; nhdm nghien ciru ciia Chulmo Koo cho rang cdng nghe thdng minh vfla la Ipi the so sanh vira la Ipi the eanh tranh eiia diem den.
Cdng nghe thdng minh cd the xem la mdt dang tai nguyen vd hinli, lai nguyen tn thdc, \^ vay
- h MSl^'^^^^^' cd the xep vao nhdm loi the so sann. -
- 1 klia' t'^oiig
cong nghe thong minh ditoc men ^^ ^^
tlurc te- bang nliOng sang kien to en ^, ^^
thac cua diem den, dem den cho cU khach nhflng nen tang dich vu va t " B . khac biet, vi vay cung cb thS x«p vto "hom lot the canh tranh. , , . ,
Gia tri ma fiem den thong minh * m lai cho du khach la ho tro dieu kien di du kliach c6 the thuc hanh ca nhan hda va toi uu hda trai nghiem du lich ciia minh 0 chieu nguac lai, du khach thdng minh cung se ddng gdp pliit tnen gia tri di&i den thdng qua cac tuong tac tich cue, ddng gdp y kien danh gia chat luong (review), phan anh nhu cdu, cung cap cac do lieu ciia du ljch ca nhan, giitp cac nha quan ly diem den du bao nhu cau, nang cao nang suat va hieu qua phuc ™ du lich nhd cac qua trinh tu dpng hda.
Den nay, du khach thong minh khong cdn la mSu du khach phai tu minh vat va, xoay xd tim each ling dung ICT de ca nhan hoa chuyen di, ma da cd dieu kien de thong dong hon trong
\'iec khai thac ICT nhd hang loat cac ung dijng va dich yy duoc tich hop thdng minh va cd sSn tren mdi trudng Internet hay o cac diem du lich de phuc Vll du kliach.
Cd the ndi, trudc day du kliach thong minh la miu du khach phai "tu thdng minh" tile la phai tu tim sang kien ca nhan de khai thac cac cdng cu rdi rac ciia ICT de khai thac dich vii tai diem den. Chang han, du khach phai tu tim kiem thdng tin vi diem den, tu ddi chieu cac thong tin ve kliach san, diem tham quan de lua chon va ra quyet dinh chuyen di. B\iu nay ddi hoi 6 du khach nhOng ky nang "tu thdng minh'; vi vay gan nhu chi cd gidi tre la himg thii va cd the tiep can.
Nhung thuc te dd dang bat dau thay ddi d nhflng diem den thdng minh. Cac kich ban tich hop dich \-u va cong cu ICT mdt <-i.~u i -
• u • j . ^ ' A- -.1' •• ; " " ^ t h o n g
minh a diem den co the giup giiim dr,i u • • "
T - . "• . 1 - - u" . J ' ™ i h Q i v e
ky nang tu thong mmh cua du khac! I
TS. PHAM THI THUY NGUYET-PigM PEN DU LjCH THONG MINH...
chi cho phep du khaeh gan nhu khdng phai thao tac gi nhieu ma van dd dang tiep can tdi uu nhat vdi eac dich vu tai diem den. Va, du khach khdng nhat thiet phai nd Iuc tim each "tu thdng minh'; ma diem ddn cd the hd trp san cae lua chpn dieh vu thdng mmh nhat, tdi uu nhat cho du khaeh. Chang han, chi can bat iing dung ban do sd va md GPS, du khach cd the nhan biet ngay nhung diem dd'n g^n nhat va nhflng djch vu thuan tien nhat de tiep can ma khdng phai thao tae gi qua phiic tap nhu trudc. Udc mo ve chuyen di dua tren ke hoach rieng, dem lai nhOmg trai nghiem ridng, ed the dd dang tiiy bien theo each rieng, dap flng mirc ehi phi theo dieu ki6n rieng, khdng phai tuan theo cac ke hoach do trai nghiem ciia ngudi khac tao ra da hoan toan cd ih^ trd thanh hien thuc ddi vdi du khach.
Tang cudng cac di^u kien hd trp eiia diem den de du khach ed the de dang thuc hanh du lich thdng minli, dd dang trd thanh du kliach thdng minh ch^c ehan se la mdt nhan td quan trpng ma cac diem den thdng mmh nd luc dap irng de gia tang kha nang canh tranh trong bdi canh du lich hien dai.
De cd mpt cai nhin hien thuc rd rang hon ve nhflng trai nghiem ma diem den du lich thdng minh cd the dem lai eho du khaeh, ngudi viet thuc hien lap mdt bang kiem ke cu the cac trai nghiem du lich pho bien va ddi chieu vdi eac tac ddng hd trp ciia cdng nghe hien dai. Danh sach kiem kd chi tiet d Bang 1 dupe lap dua tren ba nhdm trai nghiem.
- Trdi nghiim cdm quan: Nh'm ngam hinli anh dep, nghe md ta, cham tay vao, hit thd klidng khi trong lanh, ngiri huong thorn...
- Trdi nghiim nhdn thdc: So sanh vdi suy nghi cd sSn, vdi trai nghidm cd trudc, biet them cai mdi, cai la, thudng thdc su yen tinh, cam thay thdi gian song cd y nghia, cam thay thdi gian chuyen di hiiu ich...
- Trdi nghiem thuc hdnh: An udng, di lai, giao
tiep, ket ndi, mua sam, sir dung dich xoi, dich than kliam pha...
Dua tren bang ki^m ke nay, thuc trang dap ting dac linh diem den thdng minh ciia trudng hpp TI'.HCM se dupe ngudi viet thirc hien trong phan tiep theo. Bang kiem ke nay dudc lap dua tren ca sd tong hop nhieu quan diem khac nhau ve diem den thdng minh va dua tren de xuat cua ngudi viet.
(Xem: Bdng 1. Bdng kiem ke cdc kieu trdi nghiem phd bien cua du khdch vd ddi chieu vdi khd ndng cdng nghi hd trg vd tdc ddng ndng cao chdt lugng tidi nghiem)
Trong Bang 1, nhflng muc cd danh dau * d phan ma sd ed the xem la nhflng dac linh dien hinh eua diem den thdng minh ma nhieu noi tren the gidi dang phan dau de dap flng. Vi vay, mdt diem den thdng minh that sir d thdi diem nay phai hudng nd lue ciia minh den cac dac tinh nay.
3. TrU6ng hpp diem den Thanh pho Ho Chi Minh
TP.HCM tu nam 2017 da budc vao mdt ke hoach chinh thflc phat trien dd thi thdng minh.
Tat nhien, nganh du ljch thanh pho chac chSn cflng ky vong tim kiem trong ke hoach do co hdi de phat trien thanh phd thanli mdt diem den thdng minh.
De danh gia mdt trudng hpp nhu diem den TPHCM dang d dau tren hanh trinli phat trien mpt diem den thdng minh, can phai cd mdt gde nhin cu the hon ve nhflng viec can uu tien thuc bidn. Ngudi viet ue'n hanh ddi chieu gifla danh sach cac tinh nang trai nghiem ciia diem den thdng minh da lap d Bang 1 vdi thuc te dap flng cua Thanh phd Hd Chi Minh qua khao sat cac kliach san 3-5 sao, cae diem tham quan va vui choi giai tri, cac diem mua sam Idn thude nhdm mall/plaza, san bay Tan Son Nhat, cac djch \i\ cdng cdng. Khao sat dupc thuc hien bang phuong phap quan sat thirc te, true tiep
TS. PHAM THI THUY NGUYET - BIEM OEN DU LICH] jMINli^
Bang 1: Bang kiem ke cac kieu trai nghiem pho bien cua du khach va doi ^ vori kha nang cong nghe h6 trOva tac dpng nang cao chat luctng trai ng» .
^'TrifiiBliigm
I
Hd t r d va tac dong cua c o n g j i ^ j l - Nliin ngamhinh anh / eanh dep
Nghe mdta, nghe ke chuyen
Nhdm trai n g h i e m CAJVl QUAN COI Klio liinli anh uuc a n c n .
Anh flycani, 3D, li\'eslream.
Thuc tai tang cudng cho phep vdi thdng tin true tuyen de xem them£££.
ket ndi dien thoai thdng minh hinh anh-
C05
Hinli anh thuc tai ao giup tai hien lai hinh anh thue cua diem den (uong trudng hpp khach klidng trpctjep a diem den].
Cung cap cho khaeh cac clip da phuong tien md ta diem den.
Tliuc tai tang cudng cho p h e p ket ndi dien dioai thdng minh vdi thdng lin true tuyen de nghe cac md ta/thuyet minh ve diem den.
Tliuc lai ao giup kliach cd cam giac hinh anh diuc klii nghe md ta/thuyet minli diem den.
Mang xa hdi giiip kliaeh cd the tiep can cac ndi dung md ta/
thuyet minh/nhan dinh tfl nliimg du khach khac (review).
Cham tay vao C09* Tliuc lai ao giup khaeh ed cam giac hinh anli thuc nhu tlie dang cd mat tai diem den, tham chi ed cam giac nhu dang cham vao canh vat xung quanh.
Cac m a n hinli cam flng touch screen ed the giiip du kliach cham de hep can didng tin diem den.
Hit thd khdng klii trong lanh
Cdng nghe b a n dd so va dinh \n GPS de dang chi dudng de kliach tiep can nhung dia diem cu the ma kliach mudn tan hudng cam giac ve khdng klii trong lanh, huong thorn tU nhien...
So sanh vdi su\' nghi va trai nghiem
cd trude
Mang xa hdi cung cap nhieu thdng lin review giflp kJiach ddi chieu dp tin cay ve thdng tui diem den trudc chuyen di, giup du khach va quyet djnh hieu qua.
Mangxa hpi va ket ndi Internet thuan tien d diem d6n giflp du kliach chia se d6 dang cac trai ngliiem ve diem den Cac luu trfl true myen nhac lai cae trai nghiem cQ va kich thich nhu cau trd lai diem den.
TS. PHAM THI THIJY NGUYgT - fllgM 9EN DU LICH THONG MINH... _^33
Tr^ nghiam .•^^M^: - 'fflliKL H^ t^^ va tac dpng cua cong nghe Nhom trai nghiem NHAN THtfC
Biet them eai mdi, cai la
Cam thay thdi gian sdng
cd y nghia
Cam thay thdi gian ehuyen di huu ich...
N04
^ N05*
N06 N07
N08
N09
NIO Nil
Kho thdng tin klidng 16 va da dang tren mdi trudng true tuyen vdi cac tinh nang tra eiiu, tim Idem d§ dang giup du khaeh tim hieu thdng tin mdi la ve diem den.
Thuc tai tang cudng giup du kliaeh de dang va thuan tien trong viec tim hi^u cac thdng tin sau ve diem den ma khdng le thudc vao ngudi thuyet minh.
Cdng nghe ban dd sd va djnh xi GPS dd dang chi dudng de kliach tidp can nhiing dia diem cu die ma kliach mudn den.
Mang xa hpi va kel ndi Internet thuan tien d diem den giup khaeh chia se trai nghiem du ljch rat d& dang va ddn nhan nhieu khich le tfl ban be.
Sd luong tri thiic mdi nhan dupc tfl chuyen di gia tang dang ke nhd cac hd trp thdng tin thuan Ipi tren mang Internet va cdng nghe thdng minh.
Cac ket ndi xa hdi vdi cu dan tai diem den dupe thue hien d§
dang nhd hd trp ciia mang xa hpi va cac flng dung ket ndi, qua dd du khach cd the md rdng quan h6 ban be va vdn xa hpi eiia ho.
Thdi gian ciia chuyen di khdng b j lang phi do phai den nhung diem ma du khach khdng thich.
Du khach dd dang ddng gdp cac y kien review ve diem den thdng qua cac tinh nang tuang tac cua website, mang xa hpi, app dien thoai de giup nhung du khach khac.
Nhom trai nghiem THlTC HANH Len ke hoaeh
ehuyen di
TOI
T02
T03 T04
Ke hoach thdi gian eiia chuyen di dupc tdi uu nhd cae hd trp djch vu true tuyen, giup du khach chii ddng lua chpn diem den va dich vu.
Tiep nhan cac y kien review ve diem den thdng qua cae tinh nang tuong tac ciia website, mang xa hpi, app dien dioai de tranh mac bay thdng tin thuong mai hoac quang eao.
Tim Idem dUdc mflc chi phi hop ly cho eae djch vu trong chuyen di.
Dat dich vu tfl xa va thanh toan dien tfl, dam bao an toan tai chinh cho chuyen di.
TS. PHAM TH! T H O Y NGUYET - DIEM fi^N DU LICH 1 5MlNHr
Trai nghiem An udng
Hi lai
Liai trii
Ket ndi
Ma T05 TOG TOT
•|'08
T09
no
T i l
T12
T13
T14'
Tl,5 T16 T17 T18
119*
'r20 T21
T22*
•r23 T 2 5 ' T26 T27*
Ho trOva tac dong cua cong ngn?
DC dang tim kiem cac dia chi am tliuc tai dicirHtol
Ddng gdp y kien re\'iew ve dieh \TI am diflcj^die : Ban do so va djnh vi GPS chi dudng de du khach de dang um den dia chi am thue.
Dich ^^J giao tan noi (delivery) va dianh toan dien Ui d a m bao Uiuan nen.
Dat ve may bay/lau/xe dd dang.
Ban dd sd va dinh vi GPS chi dudng de du khach dg dang di lai va kiem soat viec di ehuyen.
Ong dung gpi xe tai diem den giup khach di lai chu ddng va tiet kiem.
0 n g dung dien thoai hd u p sfl dung cac phuong den giao thdng cdng cdng mdt each thuan tien.
Djch vu tu ddng cho khach niupn/thud xe dap dien, tram sac dien edng cdng cho xe.
De dang tim kiem cac dja chi Km tru.
Cd nhieu thdng tin de lua chpn dja chi Km tru phfl hpp.
Ddng gdp y kien re\dew ve djch vu luu tni tai diem den.
Ban do so va dinh vi GPS chi dudng de du kliach dd dang tim den dia chi luu tru.
Cae flng dung tlidng minh cua khach san hd trp kliach thuSn tien va nang cao chat lupng phuc vu, giup thu diap dfl lieu kliach hang.
Tlianh loan dien tir d a m bao thuan tien.
Djch vu chuyen vung tfl ddng eho dien thoai, cac goi dich vu 3G/4G danh cho du kliach.
Wifi midn phi 6 diem den, kliach dang nhap de tniy cap va qua dd diem den thu thap thdng tin ve nhu eau va thuc tc hoat dpng tai diem den ciia du khach de xay dung san nh-'' djch \>u dap ling.
Ngudn sac pin midn phi cho xe dien, dien thoai.
Clieckin tu dpng khi ed mat d diem den.
He thdng camera giam sat va ho tro.
Tri tue nhan tao nhung u o n g cac dich vu diem den hfi t
qua cho du khach. .. _ • ' ' ' ^ "
TS. PHAM THI THUY NCJUY^T-BIEM PEN DU LICH THONG MINH... 35
Trii nghiim Giao tiep
Mua sdm
ThuUic hanh chinh
Ma T27 T28
T29 T30 T31 T32 T33*
T34*
T35*
T36
J^^^Hp trof vStft^ ilpng cua cong n ^ e
Mangxa hpi giup tang cudng co hdi giao tiep gifla du kliach vdi cu dan.
Ong dung dich da ngdn ngO ur ddng phat hien ngdn ngu d che dp hpi thoai cho phep du khach giam thieu hang rao ngdn ngir de giao tiep thuan Ipi vdi cu dan dja phuong.
Ong dung live stream de chia se va giao tiep vdi ban be ve chuyen di, ve diem deii.
Ban dd sd chi dan cac diem mua sam.
Ihong tin ho trp tii cac img dung mua sam giup du kliach ra quyet dinh liieu qua.
Cac ling dung va dich vu thanh toan dien tfl hd trp mua sdm thuan tien va an toan.
Thirc tai tang cudng (AR) gjup nhan biet va danh gia chat lupng va ngudn goc hang hda.
Lien he true tuyen vdi chinh quyen sd tai de dang nhd cac flng dung e-Goveriiment.
Xin visa dien til.
Camera an ninh hd tro an ninh an toan cho du kliaeh.
tim hieu va kiem ke cac tinh nang thdng minli d nhung dia diem dich vu tieu bieu cua TP.HCM.
Co the nhan thay thuc trang cu the n h u trong Bang 2 sau day.
(Xem: Bdng 2. Kiem ke muc ddp Ung ciia TP.HCM vdi cdc muc ho tro ciia cong nghe ddi vdi trdi nghiem du khdch)
Ket qua ddi chieu ndu tren cho thay, tren thuc t^ niiieu yeu cau trai nghiem ciia du khach ve dac tinh "thdng minh" cila di^m den chua duoc dap ting hoac dap ilng 6 mile han che. Cu the:
- 24/58 muc chua dap ilng duoc (41,4%), bao gom: COS, C04, C06, C07, C09, N05, N l 1, T02, T04, T09, T14, T17, T19, T20, T22, T23, T24, T25, T26, T32, T33, T34, T35, T36.
- 1 7 / 5 8 muc dap ijmg nhung 6 mure rat han che (29.3%), bao gom: COI, C02, COS, CIO, C l 1,
N02, N06, N08, N09, NIC, TOI, T03, T06, T07, T13,T21,T30.
- 17/58 muc dap ilng (29.3%), bao gdm:
C08, NOI, N03, N04, .\'07, T05, T08, TIO, T i l , T12,T15,T16,T18,T27,T28,T29.T31.
Doi chieu them vdi 16 muc dac h'nh dien hinh ciia (item den thdng minh (cd danh dau * 6 cot "Ma" (COS, C04, C06, C07, C09, C10, N05, T14, T19, T22, T23, T25, T27, TS3, TS4, T35), ket qua cho thay TP.HCM chua dap ilng den 14 muc, dap ilng han che duoc 2 muc.
4. Ket luan va khuyen nghi
Cdng nglie didng minh la mot yeu td quan trong de hien thuc hda cac gia tri ciia diem den du lich thdng minh. Viec lap danh sach kiem ke cu the nliu thuc hidn 6 Bang 1 va doi
TS. PHAM THI THUY N G U Y E T - B\tM D £ N D U L J C H J jMlNlir Bang 2. Kiem ke mii'c dap ling cua TP.HCM
\ di cac muc hd t m cua cong nghe ddi vol trai nghiem du khacn^^____ ^ ^ k . Trii nghiam f
Nhin ngam hinh anh / canh dep
Nghe md ta, nghe ke chuyen
Cham tay vao
Hit thd klidng khi trong lanh
r STT NH 1
•?
3 4 5 S 7 8 9 10 11
r M a T W r D a p ^ i a ^ K ^ : * QMTRAI
COI
C02 C03*
C04' C05 C06*
c:o7*
COS C 0 9 ' CIO*
C l l
-
• 1 ,.„nhtrann con thap Co ban dap dug, nhung unh c,inn m so vdi cac diem den tmn$_tiiaJ}B Co ban dap ilng.
Chua dap ilng. ___- Chua dap ilng.
Co ban dap ung.
Chua dap ufng Chua dap ilng.
Dap ling.
Chua dap u'ng.
Dap irng chua nhieu.
Dap img, nhung can nang cao chat lupng thdng tin.
NHOM T R A I N G H I E M N H A N THlTC So sanh vdi suy nghi va
trai nghiem cd trudc
Biet them cai mdi, cat la
Cam thay thdi gian sdngcdyngliia
Cam Ihiiy thdi gian chuyen di hCai ich...
12 13
14 15 16 17
18 19 20 21
22 NOI N02
N03 N04 N05*
N06
N07 N08 N09 NIO
N i l Dap irng.
iOap ling, my nhien bang thdng va chat ludng cac ket ndi Internet cdng cdng cdn ban che.
Dap irng.
Dap dng.
Chua dap iing.
Diip img, nhirng can nang cao chat lirong thdng tin.
Dap irng.
Hd tro chua nhieu.
Co ban dap irng.
Da cd hd tro nhung chua than thien va tien dimg.
(.;hua san sang cac tinh nang true tuyen de tiep nhan cac y kien review tir du khapk
—^ 1
TS. PHAM THI THUY NGUYET - DIEM PEN DU L I C H T H O N G MINH...
I l > a i nelii£ni | STT
'''sift J i ^ ^ttcuaTP.HCM
NHbM TRAI NGHIEM T H U C H A N H Len ke hoach
chuyen di
An udng
Dilai
Luu tni
Ket ndi
23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48
TOI T02 T03 T04 T05 T06 T07 T08 T09 TIO Til T12 T13 T14*
T15 T16 T17 T18 T19*
T20 T21 T22*
T23 T25*
T26 T27*
Co ban dap flng.
Chua sdn sang cae tinh nang true tuyen de tiep nhan eae y kien review tfl du khach.
Co ban dap flng.
Nhieu diem dich vu va du lich vdn chua dap ihig.
Dap flng.
Dap flng, nhung chua dap flng da ngdn ngU Dap flng nhung chua dap flng da ngdn ngfl.
Dap flng.
Nhieu diem djch vu va du lich vdn chua dap flng.
Dap flng.
Dap flng.
Dap iing.
Dap flng CO ban.
Chua dap flng.
Dap flng.
Dap flng.
Nhieu diem dich vu va du lich vdn chua dap flng.
Dap I'mg.
Rat it khach san dap flng.
Nhieu diem dich vu va du lich vdn chua dap flng.
Dap flng, nhimg chi phi cao.
Wifi phd bien, nhung phan ldn chi cung cap ket ndi vat ly, it thu thap va khai thac thdng tin du khach-
Chua ddp flng.
Chua dap flng.
Chua dap flng.
Chua dap ung.
TS. PHAM THI THUY NGUYET - BIEM DEN DU LICH
MINH..,
Trai nshiem Giao tiep
Mua sam
Ma
T32
DaptogcuaTRHCM Dap ling.
Dap ling.
Dap irng.
Dap img, nhung can nang cao chat litong thdng tin. „___- Dap irng.
van cdn nhieu diem den va co sd djch vu chua dap img.
Chua dap u'ng.
Thir tuc hanh chinh Chita dap img.
Chua dap dng.
58 I 36 Chua dap dng.
chieuvdithijcle ciia TPHCM dBang2 cho tha'y, TRHCM neu dat muc tieu trd thanh diem den thdng minli trong tong the ke hoach ve thanh phd thdng minh thi can sdm xac dinh chien luqc lira chgn tru tien cac cdng nghe thdng minh dien hinh de trien khai. Cac cdng nghe dien hinh dd phai giup dap img cac trai nghiem trong danh sach cd danh dau ' trong bang kiem ke da neu (COS, C04, COO, C07, C09, CIO, N05, T14, T19, T22, T23, T25, T27, TS3, T34, TS5).
Chien luqc dua dac tinh "thdng minh" vao cac diem den du lich doi hdi phai xay dung duoc mang ludi lien ket ddng gida cac ben lien quan thdng qua mot nen tang cdng nghe lien quan den cac thdng tin va du lieu hoat dpng du lich cd the dupc trao doi ngay lap tdc (dO lieu "sdng"
- life data) Trao ddi dQ lieu "sdng" se giiip tao ra cac tap dir lieu cue ldn (big data) cd the dupc phan tich tinh toan de phat hien cac mau va xu
hudng ve hanh vi, nhu cau ciia du khach. Diem den du lich thdng minh nen tan dung tdi tm cdc d o lieu big data bang each cung cap cac dich vu phii hpp vdi sd thich ciia ngudi diing vao dimg thPi diem. Hieu dupc nhu can, mong mucin ciia khach du lich ngay cang trp nen quan trong dfii vdi kha nang canh tranh cua cac diem den. Day se la mpt thach thilc ldn ddi vpi TP.HCM khi ma Tlianh phd chua hinh thanh duoc iifin tang ve dtilieuduIjch.Chang ban, vice diu thap dii lieu CO ban ve du khach nhu mirc dp chi tieu cQng dang cdn diuc hien mpt each thii cdng theo phuong phap thu thap phiiSu dii^u tra.
Mpt trong nhimg thach thdc cua nganh du hch la su hien dien cua nhieu ben lien quan cii loi ich khac nhau. Mudn dua da,. ,• i . i -
""•' dac tinli "thdng minh" vao mdt di^m den du lir-K ,
" iitii nhu trudng hpp TP.HCM thi phai uu tien ket nSi i .. ,
"d'nliieuben lien quan thdng qua mdt nen tang nang dpng la CNTT de hd tro tran 7"^^^^
• "" doi Ihong
TS. PHAM THI THUY NGUYET - DjgM P^N DU L|CH THONG MINH...
tin nhanh ehdng ve cac boat ddng du ljch giup nang cao kha nang ra quydt djnh cho cac ben lien quan.
Viec phdt trien cdc diem den du ljch thong minh mang lai Ipi ieh cho du ljch bang each tao CO hdi truy cap thdng tin thuan tien cho ca td chflc du lich va kliach du ljch thdng qua nen tang dfl lieu tich hpp va tap Uung. Su "thdng minh" ciia diem den eung se dap flng ddi hdi "ca nhan hda" cua du khach nhu mdt xu the hien dai eua du ijch.
Ib^nh phd nen chpn ea hai hudng tiep can tfl tren xudng (top down) va tfl dfldi len (bottom up) de tridn khai cac hd thdng thdng minh trong khdng gian dd thi. Nghia la, vfla sfl dung md hinh dau tu cdng de tao ra cac nen tcing chung, nhung ddng thdi cung ho trp thuc day ddu tu d khu vuc tu nhan tai cac diem den cu th^ de tao ra mang ludi dich vu thdng minh sdm hon cho du khach, tranh tinh trang chd dpi ldn nhau. Vide thue day sdm cac dau tu d khu vuc tu nhan cflng giflp tao ra nhflng ap lue va dpng luc rd rang hon de cae ddu tu cdng trong linh vuc nay hieu qua hon.
TAI LIEU THAM KHAO
1. C. Kooa, S. Shinb, U. Gretzele. W, C. Hunterd, N. Chung (2016). Conceptualization of Smart Tourism Destination Competitiveness. Asia Pacific Journal of Information Systems, 26(4) (December 2016), 367-384.
2. D. Buhalis and A. Amaran^ana (2013).
Smart Tourism Destinations Enhancing Tourism Experience Through Personalisation of Services. Information and Communication Technologies in Tourism. Springer International Publishing, Switzerland.
3. John Ebejer (2014). Meaning of place and the tourist experience. Tourism Research Symposium: Tourism, Malta and Mediterranean. University of Malta and University of Westminter
4. M. Peris-Ortiz, D. E Yabar, D. R. Bennet (editors) (2017). Sustainable Smart Cities.
Switzerland: Springer Internationam Publishing.
5. S. Sayfutdinov, O. Khamidov, S. Bobur (2015). Implementation of up-to-date experience of the world in the tourism sector of Uzbekistan, with the current innovative technologies and adjustable suggestions:
Case of Uzbekistan. ACADEMICIA: An International Multidisciplinary Research Journal, 5(8), 84-107
