Tac dong cua chat liTtfng t ; ll hoi Festival hoa Da Lat
den su" hai long va long tmng thanh cua dil khach giai doan 2015-2017
TRAN DINH THCfC- MGUYIM HA THU"
PHAN MINH DCfC""
NGUYIN HOAl NAM""
PHAM VIET CCfdNG Tomtit ^ Nghiin ciiu si? dung md hinh cdu true tuye'n tinh (SEM) de ddnh gid tdc ddng cda chat luang li hdi Festival hoa Dd Lgt din su hdi long vd long trung tlmnh cda du khdch giai dogn 2015- 2017. Kit qud nghien ciiu cho thdy, yeu tdChUcfng trinh li hdi cd tdc dgng mgnh din Gid trf cdm nhdn cua du khdch, gdp phdn ndng cao St/ hdi ldng du khdch vd Ldng trung thdnh c&a ho vdi le hdi Festival hoa Dd Lat.
16 khoa: sUhdi long, chdt lugng, du khdch, li hgi. Festival hoa Dd Lgt, SEM Summary
The study employs SEM model to assess the impact of Da Lai Flower Festival on visitor satisfaction and loyalty in the period 2015-2017. The findings indicate that Festival program creates a significant influence on the Perceived value of visitors, contributing to their satisfaction and loyalty to the Festival.
Keywords: satisfaction, quality, visitors, festival. Da Lat Flower Festival. SEM g^
Gidl THIEU dffa tten §ia Ui cam nhan cua du khdch dd tim hidu cdc ye'u td' quyet dinh sff hai Festival hoa Dd Lat la mpt sff kien le hdi dffdc td long va Idng trung thdnh eiia du khdch chffc 02 nam mdt iln vdo thang 12. Sau 06 iln to chffc ddi vdi Id hpi Festival hoa Da Lat, lam cO chung ta thd'y. Festival da cd anh hffdng kha lot de'n sd de Da Lat cd thd chu ttpng khai thac ddi sd'ng van hda, tinh than cua nhan ddn, cung nhff sff Id'l hdn liem ndng eua minh, cung cap cac phat trie'n eiia thanh phd'Da Lat va tinh Ldm Ddng. Tuy san ph^m va dieh vii ddp uHg dUde sff kJ nhien, di eiing vdi sff ndi tid'ng vd nhffng ldi ich lo Idn vpng eiia du khdeh, dac bidt la khach noi ma Festival hoa mang lai, van edn cd nhffng vd'n de dia ttong xu hffdng phdt tridn cua nganh nhffc nhdi dat ra khdng it thdch thffc cho chinh quyen du lich hien nay cua thanh phd Da Lat la dia phffdng, cung nhff ngffdi dan Da Lat, nhff: chung vd eiing cin Ihid't.
loai hoa khdng phong phu vd cham thay ddi, thieu y
tffdng, linh trang doanh nghiep Iff hanh ldi dung vide CO Sd LY^^THUYET VA PHl/ONC qud tai phdng nghi ddttue ldi, ddt mua phdng khdch san PHAP NGHIEN CCfU
irffdc rdi ban lai eho khdch vdi gid eao, gay bffc xuc cho
ngffdi dan va du khdch... Nhiftig dieu nay ehinh Id ly do Casd ly thuyet
quan trpng khid'n mffe dd hai long, sff sdn long quay trd Nghien effu ve eha't Iffdng le hdi dffdc lai, cung nhff sff sdn long gidi thidu Festival hoa Da Lat nghidn cffu lan dau tidn bdi Crompton va vdi ban be va ngffdi than cua du khach cdn d mffe thd'p. Love (1995), sau dd dffde tie'p tuc phdt Vl vdy, vide do Iffdng chd't Iffdng Festival Festival hoa tridn bdi Baker vd Crompton (2000) da
", ", •", "'", "•", TrUdng Dai hpc Da Lat I Email: [email protected] Ngdy nhQn bdi: 30/11/2017; Ngdy phdn bi?n: 14/12/2017; Ngdy duy^t bdi: 25/12/2017
khdm pjia dffde 04 khia eanh vd ehd't Iffdng Id hdi, bao gdm: ddc diem chung (^^^ trffng eua Id hdi), dde didm giai tri rieng bidt, ngudn thdng tin vd tidn nghi thoai mdi eho du khach tham quan Id hdi.
Dong thdi, bp nhan thd'y rang, ede ngudn thdng^tin va lidn nghi thoai mai Id ede yd'u td ed ban eiia mdt Id hpi, ttong khi do cdc dac diem chung va cac dac didm giai tri ridng biet lai dUde xem nhff la hai yd'u td giai thieh manh me_y dinh hanh vi cua du khach tham quan Id hdi.
Dffa vdo nghidn cu\i cua Brown (1988, ddn theo Yoon, Y. S., Lee, J. S., vd Lee, C.
K (2010)) de xua't, can xem xel hai khai niem ridng bidt la eha't lUdng thUc hidn vd eha't Iffdng cua ttai nghidm. Trong khi dd, Crompton vd Love (1995) eung ed'p mpt sff hieu biet diy du hdn vd sff khde nhau giffa chat Iffdng va sff hai ldng. Theo dd, cha'l Iffdng IhUe hidn dUde bieu la hidu qua thffe hidn cua nha cung ca'p dicb vu ttong khi eha't Iffdng ttai nghiem, dffdc xem la sff hai long cua khdch hang, la ket qua tam ly, cam xue trdi nghidm eua du khdch. Ket luan nay phu hdp vdi cdc quan didm hidn tai cua eae hpe gia, nhff:
Oliver (1997), Parasuraman, Zeithaml va Berry (1994)...
Dffa Irdn bd'i eanh dieh vu, (Lee, Y.
K., Lee, C.K., Lee. S.K., vd Babin, B. J, 2008) dd xac dinh 07 thdnh phan cua Id hdi cd the anh hffdng dd'n sff hdi long eua khach hdng, bao gdm: Ndi dung chffdng tpnh; Nhan vidn phuc vu; Cd sd vdt chat;
Am thffc; Do Itfu nidm; Su thuan tien va Cac dieh vu truyen thdng.
Dffa tren cac nghidn cffu trffde dd, nghien cffu nay xem xdt 05 thdnh phan ciia ehd't Iffdng le hdi bao gdm: Dich vu truyen thdng; Chffdng trinh Id hdi; Cd sd v^t chd't (phffdng tidn); Hang Iffu nidm;
Am thifc.
Hidn cd nhidu tdc gid cd nhffng dinh nghia khac nhau vd gia tri cam nhdn, nhff: Dodds, W. B., Monroe, K. B., va Grewal, D. (1991); Monroe, K. B. (1990);
Zeithaml, V. A. (1988)... Tuy nhidn, dinh nghia dffdc su" dung phd bie'n nha't la eua Zeithaml! V. A, (1988)_. Theo^dd, gid tri cam nhan Id ddnh gia tdng the cua ngffdi tieu dilng vd tidn ieh eiia mdt san pham dUa tten nhan thffc ve nhffng gi nhan dUdc va nhiftig tiiff bd ra. Nghidn effu cua mdl sd hpc gia, nhff: Monroe, K. B. (1990);
Dodds, W. B., Monroe, K. B., va Grewal, D. (1991).-. cho tha'y, chat Iffdng ed tdc ddng tieh cffc den gia tri earn nhan.
HINH 1: MO HINH NQHIEN CUU DE XUAT 1 DK1> VV miy^ IhSng 1
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BAMG 1: KET QUA KIEM DINH THAtiG DO
Thang no tuTtfng quan biS'n
tong HSsd' Cronbach's Alpha nS'u
bo bi^n Hesfi"
Cronbach's Alpha
Kiem dinh d$ tin
cSy sd' tai EFA
Ket qua Dich vu truydn thdng
Dich vu tniyen thongOl Dich vu truyen th6ng02 Dich vu truyen th6ng03 Dich vu truyen th6ng04
.708 8 2 0 7 4 0 6 3 6
.842 .796 .829 .869
871 Dait Dal D a t D a t
,761 896 7 7 8 .620
D a l D a t D a t D a t ChiTcrng trinh ll h$i
Chifdng trmh 16 hoi05 j .621 Chu'Cng tiinh 16 hoi06 Chifdng trinh le h6[09 Chifcfng trinh le hoi 10
.646 .620 .601
758 745 7 5 7 .766
.806 D a t D a t D a i D a l
.616 ,758 .713 6 7 4
D a t D a t D a t D a t Hang lifu ni€tn
Hang lifu niemll Hang Iulinieml2 Hang lifu niem)3
.520 .634 .590
.738 .606 .658
752 Dal Dat Dat
603 771 .733
D a l Dat D a t Am tliifc
Am thu'c!4 Amlhu-cl5 Am third6
.602 .661 ,601
,726 .660 727
.782 D a t D a t Dat
.611 .749 6 1 7
D a t D a t D a t Cdsdvaicha't
Ct)i6 vatchiitl?
Ccis6vatchatl8 Cos6 vatchatl9
591 .607 5 5 9
.667 .649 -703
.756 D a t Dat D a t
731 .690 7 0 2
D a t D a t Dat Gia tri cam nhSn
Gia tn cam nhan20 GiS tricam nhan2]
Gia tn cam nhan22 Gia tri cam nhan23
.614 .685 .661 .656
8 0 0 768 .779 7 8 2
,828 D a l Dai D a l D a t
7 2 4 7 2 0 -612 593
Dat D a t D a t Dal Sir hai long
Sirhail6ng23 Sir hai 16og24 Siyhail6ng25
.692 697 .604
.714 .709 .S()3
.813 D a l Dat D a t
795 -863
5 9 9 Dat D a t D a t Long trung thanh
Long (rung thdnh26 Long trung thanh27 Long trung thanh28
5 8 9 .612 7 3 3
783 .756 6 2 4
,798 D a t Dal D a t
.567 758 .898
D a t D a t D a t
Economy Jnil Forecasi Review
91
HINH 2: PHAN TICH CFA
Chi-square=425,714; df=295; P=.000
;Chi-square/df=1.438
•GFI=.903;TLI=955:CF1=.962 :RMSEA=.039
Trong bd'i canh nghidn effu ve Id hdi Festival hoa Da Lat, nhdm tac gia dffa ra mdt so' gia thuye't nghien cffu, nhff sau:
H : Dich vu truyin thdng cd dnh hudng tich cue din Gid tri cam nhdn ve li hoi hoa Dd Lgt cila du khdch.
H^: Hdng lu_u niemcd anh hudng tich cUc din Gid tri cdm nhdn ve li hgi hoa Dd Lgt cua du khdch.
Hy Cdc chuang trinh li hdi cd anh hudng tich cUc din Gid {ri cdm nhdn vi li hoi hoa Dd Lgt cua du khdch.
H^: Am thuc cd dnh hudng tich cue din Gid tri cdm nhdn ve li hot hoa Dd Lat cda du khdch.
H : Ca sd vdt chdt (phuang tien) cd dnh hudng tich cUc den Gid tri cdm nhdn ve le hgi hoa Dd Lat cua du khdch.
Oliver. R. L. (1997) dinh nghia Si;
hai Idng la qud trinh ddp ffng hoan todn nhu c^u eua khach hang, khdch hang ' se hai Idng ne'u nhffng san pham va * dich vu cung ed'p ddp ffng vdi kJ vpng i cua hp. Zeithaml, V. A., Berry, L., vJl Parasuraman, A. (1996) nhd'n manh, stf hai long dffdc xem la hinh thdi cdm xuc ' cua khdch hang thdng qua qud innh so sdnh nhdn thffe vl mdt san pham ho|c dieh vu vdi sff mong ddi. Trong nghien cffu nay, Sff hai ldng vdi l l hpi dffdc xem la sff hdi long long did' dffa trdn gid tq dm nhan vl le hdi dffdc ddnh gia bdi l6ng hdp cdc thanh ph^n tff chat Iffdng Id hdi.
Bdn canh dd, nhilu nghidn effu cua cae hpe gia nhff: Grewal, Monroe vl Krishnan, (1998)... diu cho rang, gid tri cam nhan la tiln dl cho sff hdi ldng cua khach hang va cd tdc ddng tich cffc den sff hai ldng eiia khaeh hdng. Do do, trong nghien effu nay nhdm lde gia de xuS^t gia Ihuyet, nhff sau:
H^: Gid tri cdm nhgn ciia du khdch vi li hdi hoa Dd Lgt cd tdc ddng tichjUc din St/ hdi ldng cua du khdeh vdi li hgi hoa Dd Lat.
Ldng trung thanh dffde dinh nghia nhff Id sff cam ke't cua khdch hdng se mua lai san ph^m hoae dich vu ffa thich (Chauidhuri, A, 1999), se ffu tidn tim mua sdn pham cua mdt thffdng hieu ndo do (Yoo, B., Donthu, N. vd Lee, S, 2000) trong tffdng lai.
Ldng trung dianh dffdc do Iffdng theo ba each khae nhau: do Iffdng hdnh vi thdng qua hanh vi "mua hang lap lai" vd b6 qua cac y^u to' tiem an khde (Nordman, C, 2004); do Iffdng thdng qua thdi dd, nhff:
^ dinh mua, de nghi ddi vdi nhffng ngiTSi khde hoac ndi thuan Idi ve san ph^mhoac dich vu (Oliver, R. L. 1999); do Iffdngkdj hdp ca hdnh vi vd thai dp (Jaeoby, Jva Chestnut, R. W, 1978).
Theo Yoon, Y. S., Lee, J. S. va Lee, C. K. (2010), khi du khdch hai long vdi le hdi, cam xuc eua hp se phan ffng tich cffc vdi trai nghiem vl le hdi va Iam thay doi thdi dd cua hp va khie'n hp xud't hien y dinh se quay lai. Do dd, trong nghidn cffu ndy, tac gia de xud't gid ihuyet: _
H^: Su hdi long eia du khdch ve li hQi hoa Dd Lgt cd tdc dgng lich cue di'n Long trung thdnh cua du khdch vdi li hdi hoa DdLgt
Dffa vao nghien cffu cua (Yoon, Y, S., Lee, J. S., va Lee, C. K. (2010), md hinh nghidn effu dffde dl xuat nhff Hinh 1.
Phucmg phdp nghiin cda Nghien cffu ndy dffde thffc hidn theo phffdng phdp dinh Iffdng bao gdm hai bffdc chinh la nghien cffu sd bd va nghidn cffu chinh thffc, Nghidn cffu sd bd dffdc thffc hien thdng qua phffdng phdp phdng vd'n trffc tie'p khoang 05 du khdeh, nham ddnh gia dd gid tri ndi dung, ngdn tff cua cae Uiang do. Sau dd, tdc gia lie'n hanh khao sdl sd bd 40 du khach de ddnh gia sd bd dp tin ca^ Cronbach's Alpha, tinh phdn phd'i ehu^n eua eac bid'n quan sat vd phdn lich nhan td kham phd (EFA), nham loai eac bid'n rde Idm nhidu hoac sai lech Ihang do.
Nghidn cffu chinh thffc du'dc thffc hien bang phffdng phap dinh Iffdng.
Dff lidu dffdc thu thap bang bang cdu hdi dffdc gu'i trffc tid'p de'n cdc du khdch tham dff Id hdi. Kich thffde mau cua nghidn effu nay Id 290 du khach.
Nghidn cffu chinh Ihffc dffdc thffc hien tff thang 12/2015 dd'n thdng 12/2017.
Thang do dffdc kiem dmh bang he sd' tin cdy Cronbach's Alpha va phan lieh EFA, sau dd dffdc kid'm dinh lai mdt lan nffa thdng qua phan tieh nhan td'khang dinh (CFA), cac gia thuye't nghidn cffu dffdc kiem dinh bang phffdng phap md hinh SEM (Bdi viet sti dung cdc vie't sd' thdp phdn theo chudn qud'c ti).
KET QUA N G H I E N c u t ) Ket qua kiem dinh do tin cay cua thang do bang he sd' Cronbach's Alpha cho tha'y, ta't ca cac thang do deu dat ydu cau vl dd tin edy. Ky thudt phan tich EFA vdi phffdng phdp trieh ydu to' Principal axis factoring thifc hien phep quay khdng vudng gde Promax da trich ra dffdc 08 nhan id, cd 05 bie'n ddc lap va 03 bid'n phu thude. Sau khi loai bd 02 biln khdng dat yeu cau, tdng sd' bid'n edn lai sau cung Id 27 bie'n quan sat vdi tdng phffdng sai trich la 58.5%. Kd't qua dffdc trinh bay trong Bang 1.
K^t qua phdn tieh CFA (Hinh 2) eho thd'y, md hinh ed 296 bac tff do, gid tn kiem dinh chi-square = 425.714 vdi p value = 0.000. Tuy nhien, ehi-square/df
= 1.438 dat yeu cau < 2 vd ede chi so' ehi ra md hinh phti hdp vdi dff Heu thffc td' (GFI = 0.903, CFI = 0.962, TLI = 0.955, va RMSEA = 0.039). Td't cd thanh phan diu dat tinh ddn hffdng (khdng ed mdi tffdng quan giffa eac sai so), dat ydu cau ve dd tin eay td'ng hdp, phffdng sai trieh.
HIMH 3: m o HIMH SEM DA CHUAM HOA
ChJ-square=467.642;clf=307,P=000 ,ChJ-Equare/d^1,523 ,GFI=895,TLI=.947;CFI=953 ,RMSEA=.043
Nguon; Tmh
gid tri hdi tu va phan biet thieh hdp de xdy dffng md hinh SEM.
Dffa vao md hinh nghien ctiii ly thuye't cung 07 gia thuye't, nhdm lac gia xaydffng md hinh ca'u true tuye'n linh vdi phep ffdc Iffdng ML (Maximum Likehood).
Kd'l qua dffdc trinh bay trong Hinh 3,
Kd'l qua Hinh 3 cho thd'y, md hinh ca'u true tuye'n tinh xdy dffng phii hdp vdi dff lieu thi trffdng the hien qua cac chi sd': Chi-square vdi bae Iff do la 467.642;
df = 307; P-value - 0.000 (<0,05), GFI dat 0,95, TLI dat 0.947, CFI =0.953 va RMSEA dat 0.043 (dat ydu cau). Do dd, md hinh cd the dffdc siJ dung dd' giai thich md'i quan he giffa ede yd'u td' thudc Chd't Iffdng Id hdi, Gid tri edm nhan, Sff hdi long vd Ldng trung thanh ciia du khaeh.
Kd'l qua kid'm dinh cac gia thuyd't (Bang 2) cho thCy, 06 trong 07 gia thuyd't ban dau dffde cha'p nhdn.
Cdc ffde Iffdng diu cd y nghTa thd'ng kd d mffc y nghTa 5% va dd tin cay 95%
KET LUAN
Kd'l qua nghien cuXi cho tha'y, Chffdng tnnh Id hdi lac ddng manh nhd't de'n Gid tri cam nhan eua khaeh hang (0.348), de'p de'n l^n Iffdt la cae y,d'u to: Cd sd vat cha'l (0.312); Hdng Iffu niem (0.245); Am thi/c (0.227).
Tuy nhidn, chffa tim tha'y bang ehffng cho tha'y. Dich vu truyin thdng ed dnh hffdng de'n Gid tri cam nhdn eua du khach tham dff Id hdi. Ngoai ra, Gta tri cam nhdn ed tde ddng manh de'n Sff hai long ciia du khdeh (0.671).
eiing nhff Sff hai long ed lde ddng manh de'n Long
93
BANG 2 : KET QUA KIEM DjNH CAC GIA THUYET
tri nh4n
nh4n Tri
iri
tri
idi ldng
g Irung ih
<r
<-
<r
<r
<r
4 -
<-
Djch vy iruyin
Chuang irinh
Hdng lUu niem
Am ihi/c
Ca sd vdt chai
Gid tri cam
Suhdi long H 6 s o h 6 i q u y
chifa chuS^n hoa
-0.002
0.300
0.275
0.206
0.302
0.801
0.522 H e s 5
hoi chuan
-0.003
0.348
0 245
0.227
0,312
0 671
0.619 S.E.
0.046
0.060
0.088
0.068
0.072
0.093
0 067 C R .
-0,049
4 987
3.121
3.033
4 203
8.590
7.799 P
0,967
0.004
0,008
0.042
0.002
0.005
0.003 GiS fliuygt
H |
H ,
H,
^ 4
H j
H^
H, Ke't luan
B d c b 6 C h a p n h i n C h a p
C h a p nh4n C h a p nh^n C h a p nhSn C h a p nhSn
trung thdnh cua du khaeh tham dff Id h6i (0.619). Trong khi dd, yd'u td Sff hdi long cung ddng vai trd trung gian trong mdt quan hd cua Gid tri cam nhdn ldn Ldng trung thanh ctia du khach, vdi mffc do t^c dpng gian tiep Id 0.415 (P = 0.004).'
Kd'l qua eua nghidn cffu ndy bo trd hodn todn nghidn cffu cija Yoon, Y. S., Lee, J. S., vd Lee, C. K. (2010), mac du cd nhffng khae bidt nhd vl mffc d6 tde dpng cua cdc ye'u to', cd the do co sff khde biet ve bd'i canh nghien cffu. Do dd, kd'l qua eua nghien effu nay hodn todn ung hd ede nghidn ciiXi trffde dd ciia cac tac gid: Lee, Y. K., Lee, C. K., Lee, S. K., va Babin, B. J (2008); Monroe. K (1990); Dodds, W. B., Monroe, K. B., va Grewal, D (1991); Grewal, D., Monroe, K. B., vd Krishnan, R (1998); Lee, C.
K., Yoon, Y. S., Lee va S. K (2007).
Nhffng kd't qua cua nghien cffu nay cijng ed' thdm kid'n thffe ve hanh vi ciia du khdeh tham dff Id hdi, cung cd'p cho cac nha nghidn cffu va cac nha thi hdnh chinh sach cdi nhin sdu sde hdn vl cdch ihid't ke mdt Id hdi hidu qua.G
TAI LIEU THAMKHAO
!. Crompton, J. L., & Love, L. L. (1995). The predictive validity of alternative approaches of valuating quality of a festival. Journal of Travel Research, 34(1), 11
2. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers' Product Evaluations, Journal of Marketing Research, 28(3), 307
3. Grewal, D., Monroe, K. B,, & Krishnan, R (1998), The effects of pnce-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46-59
4. Jaeoby, J., & Chestnut, R. W (1978). Brand loyalty: Measurement and management, New York: John Wiley & Sons
5. Lee, Y.K., Lee, C.K., Lee, S.K., & Babin, B. J. (2008). Festivalseapes and patrons' emotions, satisfaction, and loyalty, Journal of Business Research, 61(1), 56-64
6. Monroe, K. (1990) Pacing: Making profitable Decisions, Joumal of Travel Research, 41(1), 3845 7. Nordman, C. (2004). Undestanding customer loyalty and disloyalty - the effect of loyalty - supporting and repressingfacators. Publication of the Swedish school economies and business administration,i25
8. Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer, New York, NY:
McGraw-Hill
9. Oliver, R. L. (1999) Whence Consumer Loyalty, Journal of Marketing, 63, 33-44 10. Parasuraman, A., Zeithaml, V. A,, & Berry, L. L. (1994). Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing, 10(3). 201-230
11. Yoon, Y. S„ Lee, J. S., & Lee, C. K. (2010). Measuring festival quality and value affecting visitors' satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335-342
12. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of edidence. Journal of Marketing, 52, 2-22
13. Zeithaml, V, A., Berry, L., & Parasuraman, A. (1996). The behavioral consequence of service quality, Journal of Marketing, 60, 31-46
