Nghien culi su' hai long cua du khach quoc te
ve djch vu du Ijch tai Sapa
PHAM THUY GIANG' T o m t^t
DH'O trin md hinh SERVQUAL, bdi nghien etiu dd phdt triin bo thang do di ddnh gid stf hdi long ciia khdch quoc ti ve dich vu du lich tgi Sapa. Sau khi duge kiem dinh bdng hi si Cronbach's Alpha vd phdn tich nhdn tdkhdm khd, khodng cdeh gida ky vgng vd edm nhgn eiia khdeh qude ti ve dich vti dulich tgi Sapa da duac phdn tieh. Theo do, khdeh qud'c ti hdi long vdi djch vu du lieh d Sapa, nhung vdn edn diim khodng each 0.85/5. Diem cdn cdi thiin di tdng su hdi long ciia khdch qude ti du lieh 3 Sapa, gSm. suhdtra, quan ldm tdi ed nhdn khdch qude ti, sU chuyin nghiip <^ua ddi ngd nhdn lUc ldm du lich, hi thd'ng khdch sgn, nhd hdng.
Tit k h d a : Suhdi long, dich vu du lich, Sapa Summary
On the basis of SERVQUAL model, the research has developed a scale to assess international visitors' satisfaction with tourism services in Sapa. After being measured by Cronbach's Alpha coefficient and EFA, the gap between expectations and perceptions of those travellers about tourism services in Sapa is analyzed. Accordingly, international tourists are satisfied with Sapa's service, however, some elements are underestimated by 0.85/5. There are something to be improved to increase their satisfaction, including: support and earing about individual international visitors, the professionalism of staffs, hotel and restaurant system.
K e y w o r d s : satisfaction, travel services, Sapa
GlOl THIEU
Sau 114 nam, dia danh Sapa ed ban vdn giff dffde sffe hap dan va la diem du lich khdng cbi thu hut du idideh trong nffdc, ma edn ca sd Iffdng ldn khdeh nffdc ngoai.
T h e o Sd Van hda, The thao va Du lich tinh Lao Cai (2017), tdng Iffdng khach dd'n tham quan, du lich tren dia ban tinh trong quy 1/2017 dat trdn I.I tridu Iffdt, tang 108.8% so vdi cung ky nam 2016. Trong dd, Iffdng khdeh qude te de'n Lao Cai trong quy 1/2017 dat g i n 230,000 Iffdt, tdng 56.6% so vdi ciing ky nam 2016. Khdch du lich ndi dia dat tren 946,000 Iffdt, tdng 127.3% so vdi cung ky nam 2016. Tong doanh thu du lieh dat 3,225 ty ddng, ldng xd'p xi 150% so vdi eung k^ nam 2016.
Tuy nhidn, du lieh Lao Cai ndi chung va Sapa ndi ridng con mdt sd t n tre nha't dinh, nhff: nhidu tiem nang du lieh ehffa dffde khai thdc hd't, thid'u sff da d a n g hoa va lam mdi san p h a m du lich, ngdy Itfu tni cua du khach 6 giam; nan cheo keo khach du lich...
Chinh vi v§y, vide nghidn ctfu danh gia sff hai long cua khach qude te ddi vfii dieh vu du lieh Sapa Id can thie't, de thu hiit khdch qude td' quay trd Iai, dong thdi gictt thidu them ban be, ngffdi thdn den vdi Sapa.
CO s d LY LUAN VA PHl/ONG PHAP N G H I E N CCfu
S a n p h a m du lieh Id mgt khdi nidm tdng thd bao g d m cac thdnh p h i n khdng ddng nha't m a n g tinh hffu hinh va vd hinh, dd la tdi n g u y e n thien nhien, tdi nguySn nhdn van, cd sd vat chat ky thuat, ket ch ha tang dich vu du lich vd dgi ngu can bO nhdn vidn du Ijch.
C d ea'u cua san p h a m du lich bao gom:
- Nhffng thanh p h i n tgo Iffc hut (life hd'p d i n ddi vdi du khach) g d m nhdm 'TS., Hoc vien Ngan hang I Email: [email protected]
Ngdy nhan bd, • 20/09/2017; Ngdy phdn bien. 23/10/20! 7; Ngdy duv?t ddng: 26/10/2017
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Kinh leva Dtf bfe_^tdi nguydn thien nhien vd tai nguyen nhan van.
- Cd j d du heh (Dieu kidn vat eha't dd phat^ trien^ ngdnh du lieh), gom: kd't cau ha tang ky thudl va kdl cau ha tang phuc vu du lich.
- Dich vu du lich: Id kd't qua mang lai nhd cdc boat dong tffdng tae giffa nhffng id chtfc cung ffng du hch va khdch du lieh va thdng qua cdc hoat dong iffdng tdc dd de dap ffng nhu cau cua khaeh du lich vd mang lai ldi ich cho id chffe cung tfhg du lich.
Theo tidu ehuan cha't Iffdng Viet Nam, TCVN 5814-1994, trdn cd sd tieu chuan ISO-9000 da dffa ra dinh nghia:
Chd't Iffdng Xh tap hdp cac dgc tinh eiia mdl tiiffc the (dd'i Iffdng) tao cho thffe thd do cd kha nang thoa man nhffng ydu elu da neu ra hode tiem an.
Chtft Iffdng dich vu Id mdt khdi nidm trffu tffdng, cd nhieu edch hieu khde nhau va dffde do Iffdng khdc nhau luy vdo mdi linh vffc. Parasuraman va edng sff (1985) da danh gia eha't Iffdng dich vu la khoang cdch giffa sff mong ddi ve dich vu eua khach hang va nhan thffc cua hg khi da sff dung qua dich vu. Nhff vay, ffng dung trong dich vu du lich, la cd the hieu chd't Itfdng dich vu du licb cung chinh la sff so sanh giffa sff mong ddi/hay ky vgng eiia khach du lich ve dich vu du lich vd cam nhan ciia hg sau khi stf dung dich vu du lieh dd. Day cung la quan diem ve chat Iffdng dich vu du lich dffdc dp dung phd bien eho eae nganh dich vu du lich ndi ridng va dieh vu ndi ehung hien nay.
Tren cd sd md hinh SERVQUAL (Parasuraman, 1988), ket hdp vdi gia thuydt ve mdi lidn he giffa eha't Iffdng djch vu va sff hai long cua khdeh hang (Spereng vd cgng sff, 1996), tac gia dd xuat md hinh nghien ctfu nhff Hinh.
Nghien ctfu vd sff hai long vd chd't Iffdng dich vu du hch qua cdc thang do gdm cd ndm nhdm ye'u to' tdc ddng vdi thang diem likert 1-5. Cde bid'n dffdc dffa ra trong md hinh nghien effu nhff Bdng 1.
Tde gia eung tid'n hanh thu thap sd lieu sd cdp qua didu tra khao sat, phdng van trffc ddp 312 khdch du lich qude id dang du lich tai Sapa dd danh gid sff hai long ve chit Iffdng dich vu Sapa trong nam 2016.
Md hinh nghien cffu dtfdc kiem dinh thdng qua phdn tich he sd Cronbatch's Alpha va phan tieh nhdn id khdm phd (EFA). Sau kbi md hinh da dtfdc kiem dinh, khoang cdeh giffa ky vgng va earn nh|n eiia khdch qude td vd dich vu du
HiNH: MO HINH MGHIEN Cffa
Kha ndng (Up ung
PhiTOi^ lien htru linh
Sir hU Ibng cua khach h^ne
STT
1
2
3
4
<i
0 BANG Nbfin te"
Hilu (5 bien)
(4 bien)
Biip ifng (4 bien)
Nang lu'c phuc (5 bien)
Dong (5 bi^n)
long (3 bien)
: CAC BIEN SO DO LffONG TRONG MO HINH NGHIEN CffG Ma bi^a
HHI HH2 HH3 HH4 HH5 TCI TC2 TC3 TC4 DUI DU2 DU3 DU4 PVI PV2 PV3 PV4 PV5 DCI DC2 DC3 DC4 DC5 HLl HL2 HL3
Bi^n do lifdng Sapa CO nhieu diem den hap dan Sapa CO nhieu gia tn van hoa vat the hap dan He thong khach san, nha hiing co cha'l lifdng lot He ihong giao thong ihuan lien Cac thong tin v^ diem dS^n diTdc chi d§n ro rang An ninh d Sapa diTdc dam bdo t6t
Thifc pham phuc vu quy vi 3 Sapa difOc dam bao ve sinh, an loan thifc pham
Ve sinh moi tnfflng d Sapa diftfc dam bao sach se Quy VI cdm chay yen tam khi di trai nghiem 1 minh 5 Sapa Co nhilu he thS'ng khdch .san, nha h^ng phii hdp de quJ' vi lifa chon
Sapa c6 nhieu m6n an di thifSng thifc Viec tiep can den cic diem den thuan ldi Cac yeu cau hS ird cua qu^ vi lu6n du'dc dap iJng kip thdi Hu'dng dan vien du lich am hieu vl cac gia tri van hoa ciia Sapa NgUSi dan dia phu'dng hig'u khach va nhiei tmh Nhan vi&n khdch san, nha hiing chuy&n nghiep vii phuc vu tot Thcfi gian phuc vu cua cac diem den phu hdp vdi nhu cau cua quy vi
Nha hang va khach san lu6n san c6 dl phuc vu v6i gia hdp ly Quy vi cam thay difdc quan tam tai eac diem den du lich 5 Sapa CactourdUdc thiet keca nhan hod de phu hdp vdi nhu cau cua quy vi
Hu'dng dSn vien du lich dap ifng dUdc nhu cau va moi quan tam cua quy vi
Khach san lai Sapa the hien sif quan lam den nhu cau cua quy vi 0 Sapa toi cam tha'y minh difdc quan tam Toi san sang quay lai Sapa khi co dieu kien Toi se gidi thifeu cho ngiffli than de ho de'n Sapa Nhin chung t6i hill long vdi du lich Sapa
lieh d Sapa dffdc phan lich dffa tren bd dff lieu da khao sat (Bdi viil s^ dung cdeh vii't sdthdp phdn theo chudn quo'c ti).
Eeonomv and Forecast Revi.
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BANG 2: TOTAL VARIANCE EXPLAINED CAC BIEN DOC L^P
H
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
Initial Eigenvalues Total
6 863 2,254 1.727 1.226 1.045 0.981 0.777 0 686 0.644 0.597 0.541 0.534 0,519 0.474 0.425 0.396 0.356 0 34 0.^88 0.255 0.135 0-125
%of 32.391 10 638 8151 5 786 4.932 4.630 3.667 3.238 3 039
^818 2 553 2.520 2.449 2.237 2.006 1.869 1.680 1605 1 359 1 204 0 637 0 590
Cumulative
%
32.391 43 029 51.180 56,966 61,898 66.528 70.195 73.433 76.473 79.290 a 1.843 84.364 86 813 89 050 91,056 92.925 94.605 96.210 97.569 98 773 99 410 100
Rotation Sums of Squared Loadings Total
4 182 2,515 2.464 2215 1.748
%of Variance
19.896 11,957 11,714 10 531 8 307
Cumulative % 19 896 31.853 43.567 54.098 62.405
Extraction Method- Principal Component Analysis
Mguon. Phar tirh !LI ket qua khao sat
KET QUA NGHIEN CLfU VA THAO LUAN Kdt qua kiem dinh dd tin edy thang do ttf dff lieu nghien cuXi bang hd sd Cronbach's Alpha cho thd'y, cac nhan to'Hifu hinh. Tin cay. Dap ffng, Nang Iffc phuc vu, Ddng cam va Sff hdi long cd h6 so' Cronbach's Alpha cao (deu cao hdn 0.73). Cdc bidn quan sdl trong cae nhdn td'ed he sd tffdng quan bidn tdng ldn hdn 0.3, trff bidn DCS ed hd sd iffdng quan bien tdng = 2.82. Khi bien DC5 bi loai, bidn tdng DC cd h6 sd' Cronbach's Alpha tang Iff 0.736 len 0.782. VI vay, chi cd bien DCS bi loai khdi bd thang do.
Kiem dinh KMO va Barlett's Test cho thd'y, he sd KMO eao 0.831 ldn hdn 0.5, ket qua thdng ke Chi- Square cua kiem dinh Bartlett's la 2,132.113 vdi mffc y ngbia Sig = 0.0000. Do vay, eac bien quan sat cd tffdng quan vdi nhau xet tren pham vi tdng the, nen viec phdn tieh nhdn td'khdm phd la phii hdp vdi dff heu nghign cffu.
Trong Bang 2, Total Variance Explained cac bien doc lap cho ta phffdng sai trieh la 62.405% Idn hdn 50% the hidn rang, cac nhdn id trieh ra dffdc giai thieh 62.405% bidn thien cua dff Heu. Nhff vay, 22 bien quan sdt da dffdc nhdm gdp thanh 5 nhdn td vdi kha nang giai thich dat 62.405%.
Kdl qua phan tich ma trdn xoay cae nhan to' eho tha'y, cac bien quan sal deu cd hd sd factor loading Idn hdn 0.5 vd cd do hpi tu. Tuy nhien, bien quan sat HH4 vffa phan anh nhan toHiJu hinh va vffa phan dnh nhdn td" Dap ffng vd bi loai khoi md hinh nghien cffu. Md hinh ldc nay con 21 bien quan sdt.
Phdn tich bien phu thude Id Sff hdi long ciia khach hang eho tha'y 3 bien quan sat HLl, HL2, HL3 hdi tu thanh 1 nhin to vdi kha nang gidi thieh dat 78.32%. .••
Sau khi da tdng hdp cdc bidn quan sdt thdnh cde nhan td', tac gia phdn tieh dilnj khodng edeh SERVQUAL eua tffng nh^n td' vd sff hdi long cua khdch qude le dSi vdi dicb vu du lieh 6 Sapa. Ket qua nhtf Bdng 3.
KET LUAN VA KHUYEN NGHj Vdi diem 3.82/thang do 5 didm, khach qud'c te dang cd mffc mffc hai long khd eao vdi dieh vu du lich tai Sapa.
Tuy nhien, diem khoang each vd sff hai long ndi chung (ky vong va cam nhdn) cua khdch qude te d mffc 0.85/thang do 5 diem cho thay, van con nhieu khoang trdng de cd the cdi thien. Sff hdi long cua khdch qud'e te phan anh kha nang ho san sang quay Iai vd gidi thifiu eho ngffSi than ddn vdi Sapa. VI vdy, vide thu hep diem khodng edch ndy Id e^n thidt.
Tff diem khodng edch cua tiing yeu td thanb pban, cd the thd^y cac bien quan sdt cd diem khodng canh ldn (>0,9) gom;
DU 1 = 0.9 (Cd nhieu he thd'ng khdch san, nhd hang phu hdp de quf vi lffa chpn);
DU4 = 1.0 (Cde ySu du hd trd cua qu^
vi luon dffdc ddp itog kip thdi); PV3 = 1.2 (Nhan vien khach san, nhd hdng chuySn nghiep vd phuc vu td't); PC4 = 0.9 (Khach san tai Sapa thd hien sff quan tdm ddn nhu e^u eua quji vi). Day la nhffng khia canh cin dffdc l§p trung ffu tien cdi thien, qua dd nang cao dffdc sff hai Idng cua khdeh qud'e te' khi di du licb & Sapa.
Dd cdi thidn hdn nffa sff hdi Idng cU khach qud'c id, theo tdi, ede giai phap sau e£n dffdc quan tam thffe bidn:
- Quy hoach hd thdng khdch san, nhi hang de giam khoang edeh khia canh hffu hinh. Hf thdng khach s^n cin ddm bao so Iffdng, ca'p khdch san gan vdi cdc diem ddn d Sapa. Tranh hi6n tffdng qua tai khach san trong Iffe cao diem, cdc lour du lieh cin dffdc thiet kd de gian khdch diu cho cac ngay trong tudn vd trong nam.
- Ddo tao, bdi dffdng nhan vien khach san, nhd hang dd dam bao tinh chuyen nghigp trong phuc vu. Nhan vien Id ngffiJi trffc tiep tidp xde vdi khach qude te do vay, sff chuydn nghiep effa nhdn vi6n, thai dd, phong each va sff hieu khdch eua hp se cd anh hffdng trffc tiep tdi cam nhdn ve sff hai ldng effa khdch qud'c td.
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Kinh te'va Dif W_ - Ung dung edng ngbe thdng tin, dd hd trd khdch qude te tai cac didm den d Sapa. Nhu ciu vd nhO^g vffdng mac eiia khaeh qude te cdn la diem cin phai dffpc eai thi#n. Trong khi nhan viSn, can bd lid trp con ban chd cd ve so' Iffdng vd chd't Iffpng, thi Lao Cai can ffng dung cdng ngh? thdng tin de hd trp khdeli qud'e te la cin thiet vd hodn todn kha thi de thffe hien. Ldo Cai cd thd sff dung giai phdp QR-codes tai cae diem ddn gan vdi cdc tbdng tin hd trd cho khdeh qude td theo cac ngdn ngff phd bidn, nhff: Anh, Phdp, Trung Qude, Han Qude, Nhdt Ban .
Ddng thdi, ndu Lao Cai phii sdng v/ih mien phi tai cdc diem den d Sapa, thi gidi phap hd trp khach qud'e id vdi QR-codes se edng dem Iai nhieu gid tn eho khdeh qud'c td. Khdch qud'c te luc nay ed the ket nd'i dffdc tdi nhffng ho trd sdu hdn va nhffng quan tam, vffdng mac cua khdch cd the dffpe ddp ffng triSt de hdn vdi it sff tham gia ciia nhan vien, cdn bd.Q
BANG 3: TONG HOP DIEM SO K H O A N G CACH SERVQUAL DJCH v y Da LICH Ci SAPA
Khia canh Hffu hinh (Tangibles) Tinc^y (ReUability)
Ddpihig (Responsiveness)
NSng iffc phvc vi^
(Assurance)
DSng cam (Empathy)
Thang do HHI HH2 HH3 HH5 TCl TC2 TC3 DUI DU2 DU3 DU4 PVI PV2 PV3 PV4 PV5 DCl DC2 DC3 DC4
Di€m khoang each 0 6 0.5 0.5 0.4 0.7 0.8 0.5 0 8 1.1 08 0.5 1.0 05 0 7 1.2 0.6 0.7 0.6 0.7 0.7 0.9 Sir hai lone - Khoane each QiCa kv vone va cam nhSn
Di^'m khoang c^ch theo khfa c^nh
0.50
0.70
0.85
0.74
j
0.725 0.85
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