Cac yeu to anh hu'dng den SI/ hai long cua du khach
khi tham gia Tuan le
Duljch Dong Thap 2017
HUYNH QUOC TUAN N G ( I Y I N NGpC TRAN-
LE THI LOAM"
Tdm tSt
Nghiin ciiu sH dung phuang phdp dinh lugng di xde dinh ede nhdn td dnh hudng din su hdi ldng cua du khdch khi tham gia Tudn li Du lich Dong Thdp 2017. Kit qud nghien cUu cho thdy.
cd 5 yiu tddnh hudng din su hdi long du khdch bao gom- (I) Yiu td con ngudi; (2) Gid ca; (3) Cdnh quan mdi trudng; (4) Rui ro tdi ehinh vd (5) Ca sd vdt chdt Trin ea sd do. de xudt cdc gidi phdp nhdm ndng eao su hdi long eua du khdch, ciing nhU thu hiit du khdch di'n vdi cdc sU kien khde trong tuang lai tgi Ddng Thdp.
Tff khoa: du khdeh, suhdi long, ldng hoa Sa Dec. Dong Thdp Summary
The study employs quantitative method to point out factors influencing the satisfaction of visitors participating in Dong Thap Tourism Week 2017. The result identifies five determinants including: (1) Human factor; (2) Price; (3) Landscape; (4) Financial risk and (5) Material facilities. On that basis, solutions are proposed to improve visitor satisfaction, as well as draw their attraction to other events in Dong Thap in the coming time.
Keywords: visitor, satisfaction, Sa Dec flower village, Dong Thap ,
Glul THIEU nghidncffuladffaracacye'utodnhhffdnt sff hdi long eua du khdch, ddng thdi dift
Vdi muc tieu dffa Sa D6c trd thanh thdnh phd' Hoa, ra cdc hdm y qudn tri, nhdm thu hiit di mang dae trffng cua vung Dong bang sdng Cffu Long, khdch de'n vdi lang hoa Sa Dde, qua i(
tinh Dong Thap dd to chffc Tuan le Du lich Dong Thdp tao ra nhieu edng dn vide Idm cho ngifS vdi ehu de "Ndi bd'n mua khoe sac" dffde didn ra tff ddn dia phffdng, gdp phan vao cdng cu6i ngay 07/01/2017 de'nngdyl4/01/2017. Day dffdc xem la phat hien du lich tinh Ddng Thap.
sff kidn Idn ciia Tinh ndi chung va cua thdnh pho Sa D6c
ndi ridng, ddnh da'u mpt bffdc ngoac ldn trong vide ldm CO SCf LY^ THUYET VA PHl/CJN(
sd'ng day mpt vffng dat dffde thien nhidn ffu ddi dd' xu^g PHAP NGHIEN CLfU vdi tdn gpi eua nd, Sa Dec - "Ndi bd^n mila khoe sac".
De danh gid nh§n thffc ciia du khach, eung nhff sff Cdsdly thuye't
hdi long eua ho khi trai nghiem tai Tuan le Du lich Theo Kotier. P. va Keller, K.L Ddng Thap, nhdm tdc gia da tid'n hdnh nghidn cffii"Cflc (2006), sff hdi ldng cua khdch hanj ye'u td dnh hudng din sultdi ldng cua du khdeh khi tham Id mffc dp effa trang thai cam xiic ba gia Tudn li Du lich Dong Thdp 2017". Muc dich eua ngudn tff viec so sdnh giffa nhdn thtf
*ThS., "ThS., ""ThS., TrUclng D^i bgc Ddng Thap I Email: [email protected] Ngav nh^n bdi: 09/10/2017: Ngdy phdn bi^n 08/11/2017: Ngdy duyit ddng • 13/11/2017
ve san pham vdi mong ddi cua khdeh hdng khi sff dung djch vu. Trong khi do, Parasuraman, Zeithaml vd Berry (1988) cho rang, sff hai Idng eua khdch hdng Id phan dag ve sff khac bidt earn nhdn giffa kinh nghiem da bie't va sff mong dpi cua khach hang v^ dich vu.
Nghidn cffu cua Zeithaml, V. A. vd M.
J. Bitner (2000) da dinh nghia dich vu Id nhffng hanh vi, qud tnnh, each thffc thffc hien mot cdng vide nao dd, nham tao gia tri sff dung cho khdch hdng ldm thda man nhu eau vd mong ddi eua khdeh hang.
Cdn Kotier, P vd Amstrong, G. (2004) eho rang, dich vu Id nhffng hoat dong hay ldi ich ma doanh nghiep cd th^ edng Men cho khdch bdng, nham thid't ldp, cung cd vd md rgng nhffng quan hd vd hdp tac lau ddi vdi khach hang.
Cha't Iffpng dich vu la mffc dp ma mdt dich vu dap ffng dffdc nhu cau va sff mong ddi cua khdch hang (Lewis va Mitchell, 1990; Asubonteng, P., McCleary, K.J.
va Swan, J.E. (1996); Wisniewski, M., va Donnelly, M. (1996)). Theo Snipes, R.L. va N. Thomson (1999), eha't Iffdng dich vu Id dich vu ddp ffng dffpe sff mong ddi cua khdch hang va lam thoa man nhu eau eua hp.
Bdn canh dd, nghidn cffu cua Parasuraman, Valerie, A. Zeithaml va Leonard L.Berry (1994) ung hd quan diem, sff hai ldng cua khdeh hdng ddn de'n chat Iffdng dich vu. Hp cho rang, chat Iffdng dich vu Id sff danh gia tong the ddi han, trong khi sff hai ldng ciia khdch hang ehi la sff ddnh gid mot giao dich cu th^.
Nghien cffff Cronin, J.J., Taylor, S.A.
(1992) cung eho rang, chat Iffdng dich vu Id tien td' cho sff hai long khach hang.
Mo hinh nghiin edu di xud't Trdn cd sd kd' thffa nhffng ye'u td dnh hffdng de'n sff hdi long cua du khach dd'i vdi diem den ma cac nghien cffu trffde do da phdthien, ket hdp vdi thifc te'hien nay tai eac diem d^n du lich tai Dong Thap, nhdm tac gid de xua't mo hinh nghidn cffu gdm 05 yd'u td' tdc ddng dd'n sff hai long cua du khaeh khi den lang hoa Sa Dec:
Cdnh quan mdi tudng (MT) do Iffdng bang 6 bien quan sat; Yiu td con ngudi (CN) do Iffdng bKng 9 bien quan sat; Ca sd vdt chdt (VC) do Iffdng bang 8 bi^n quan sdt; Gid cd(GC) do Iffdng bang 4 bid'n quan sat; Rui ro tdi ehinh (RR) do iffdng bang 3 bien quan sdt (Hinh 1).
Phuangphdp nghien cdu Nghidn cffu ve sff hai Idng cua du
HIMH 1: mo HIMH NGHIEM CCfU DE XUAT
BANGl; TONG H0P KET QGA PHAM TICH CRONBACH'S ALPHA STT
1 2 3 4 5 6
Thang do Canh quan moi mfdne Yeii to con ngu'di Ctf sd vSt chat Giac3 Rui ro Iai chinh Su hai 16ns
Cronbach's Aloba 0.789 0,867 0.853 0.868 0.912 0.869
Bi^n quan sat h^p 1^
(He sef tUWne auan bien l^ne > 0.3) MTI. MT2. MT3. MT4, MT.5, MT6 CN1.CN2,CN3.CN4,CN5.
CN7. CN8. CN9 VCI. VC2, VC3, VC4,VC5. VC6, VC7, VC8
GC1,GC2,GC3,GC4 RRI.RR2.RR3 HL1.HL2.HL3.HL4. LH5 BANG 2:mA TRAM MHAN TO DA XOAY KH! PHAN TIQH EFA
NhSn t8' CN3
CN8 CN9 CN5 CN7 CN4 GC3 GC2 GC4 GCl MTI MT4 MT3 MT2 RR2 RR3 RRl VC7 VC8 VC6 VC2
CN 0.733 0.733 0.698 0.66C 0.657 0.62C
GC
0.82S 0.82S 0.756 0.67?
MT
0.751 0.720 0.667 0.617
RR
0.938 0.918 0.884
csvc
0.744 0.742 0.675 0.657 Mguon Ket qua t i / phan lich SPSS cua nhom tac g
khach khi tham gia tuan Id du lich Dong Thdp 2017 dffdc thffc hidn thdng qua 2 giai doan:
- Nghien cUu sa bg: Suf dung phffdng phdp nghidn cffu dinh tinh vdi ky thu^t thdo luan nhdm mue tieu, eu the: tde gia sff dung phffdng phap chpn mau thuan tien, chpn ra 8 du khdeh ed mat tai ldng hoa Sa Ddc de tham gia vdo nhdm nghien cffu. Giai doan nghidn cffu nay, nham dieu ehinh vd bd sung bid'n quan sat cho thang do ddi vdi cdc ye'u td tac dpng de'n sff hai ldng vd thang do sff hai long ciia du khdch.
- Nghiin eUu ehinh thUc: Sff dung phffdng phap nghien etfu dinh Iffdng ciing vdi phffdng phdp chpn mdu thudn tidn vdi cd mau la 200, phffdng phdp thu thap thdng dn dffdc sff dung la gffi phid'u khao sat. Vdi tdng sd' phid'u phdt ra la 200 phie'u, thu ve 200 phie'u.
Economy and Forecast Review
35
BAMG 3: S^ TffdNG QGAN GICifA BIEM DOC LAP VA BIEN PHg THUQC HL
CN GC MT RR VC
HL 1 0.566"
0.490 • 0.494"
-0.237"
0.563"
CN 1 0.594"
0.556"
-0.120 0.543"
GC 1 0.405"
-0.131 0.479"
MT
1 -0.143' 0.566"
RR
i -0.197"
VC
ll
- tich SPSS cua tec BANG 4: KET QUA PHAN TICH HOI QOY BQI Modei
•
(Constant) CN GC MT RR VC
UtisRinda^ized Coefficients B 1,149 0,^47 0.P7 0.142 -0,064 0,254
Std. Error o.-^gs 0.074 0,058 0 074 0.0^9 0.069
Standardized CoeiTicienls Beta
0,249 0.149 0.133 -0.118 0,''59
•
3,900 3.333 2.192 1.9^"' -''.175 3.675
Sig.
0.000 0.001 0 030 0 049 0.031 0.000
Collinearity Statistics Tolerance
0.505 0.612 0.591 0.958 0.570
VIF 1.979 1,635 1.691 1,043 1,755 R^ hi6u chinh: 43,9%
Durbin Watson: 1,566 Sie. (ki^m dinh ¥): 0,000 a. Dependent Vanable: HL
nguon long hdp tCf ket qua phan tich SPSS trong do sd phieu hdp le Id 200 phid'u. Thdi gian tien hanh khao sdt tff ngay 07/01/2017 dd'n 14/01/2017.
KET QUA NGHIEN CLfU Phan tich d§ tin cgy Cronbach's Alpha K^t qua kiem dinh do tin cay Cronbach's Alpha cho thd'y, bi^n CN6 khdng dam bao dieu kidn nen bi loai, edn lai td't ca cac bid'n deu dam bao cd hd sd tffdng quan bid'n tdng > 0,3 (Bang 1).
Phdn tich nhdn tdkhdm phd (EFA)
Thang do cdc thdnh phdn dnh hudng tdi sU hdi long Ket qua phan tich EFA {Bang 2) cho tha'y, cac bien quan sat VCI, VC3, VC5, MT5, MT6, VC4, CNI, CN2 bi loai, vi he sd' tai nhdn td < 0,55. Tai gid tri Eigenvalue = 1,102, ket qua 21 bie'n quan sat dffdc nhdm lai thanh 5 nhan td. Kiem dinh Bartlett's cd (Sig
= 0,000) vd hd so' KMO = 0,872, ehffng td sff thich hdp ciia phdn tfch EFA (0,5 < KMO < 1). Tong phffdng sai trich la 67,472 > 50%.
Phdn tich tUOng quan
Qua kd't qua phan tich tffdng quan (Bang 3) ta thd'y, ye'u td Sff hai long cd mdi tffdng quan tuyen tinh vdi ca 5 yd'u to: Yd'u tdcon ngffdi; Gia ca; Canh quan mdi trffdng; Rui ro tai chlnh; Cd sd vdt chat.
Phan tieh hoi quy bgi
Ke't qua phan tich cho gid tri R^ hieu chinh = 0,439.
Sau khi phdn tieh ta cd, gia tri Dubin -Watson = 1,566.
Do dd, CO the nhdn dinh rang, khong cd hidn tffdng tff tffdng quan giffa cdc bi^n dde lap.
Dffa vao phan tich phffdng sai ANOVA ta cd tri sd' F cd mtfc y nghia Sig. = 0,000 (nhd hdn 0,05). Vi the, cdc bie'n doe lap trong md hinh cd quan he ddi vdi bid'n phu thudc - Sff hai long.
Kd^t qua phan tich hdi quy (Bdng 4) cho thay, gid tn Sig. tffdng ffng eua cdc ydu to diu nhd hdn 0,05. Dieu nay cd nghia la, tai mtfe y nghia 5%, cac bi^n dpc lap dua vao md hinh hoi quy diu ed $ nglffa ve mat thdng ke. Ngoai ra, he sd Tolerance
< 10 vd Hd sd phdng dai phffdng sai (VIF) ciia cde bien deu < 2. Do dd, cac bien khdng cd hien tffdng da cdng tuyen.
Tff cae ket qua phan tich hdi quy, phffdng tnnh hdi quy ffdc Itfdng ede nhan td dnh hffdng dd'n stf hai long eua du khdch khi tham gia Tuin Id Du lich Dong Thap 2017 dtfde thi^t ldp nhtf sau:
HL = 1,149 H- 0.247*CN + 0.127*GC + 0,142*MT- 0,064*RR + 0.254*VC
KET LUAN VA HAM Y QUAN TRj Ke't qua nghien effu cho thay, cd 05 yeu tdcd JJ nghia thd'ng ke anh htfdng den sff hdi Idng cua du khaeh khi tham gia Tuan Id Du lich Ddng Thap 2017. Trong dd, yeu to "Cd sd vdt chS^t" la yeu tdanh hffdng manh nhat den sff hdi ldng cua du khach, tie'p den la yeu td Con ngtfdi; Gia cd vd Canh quan mdi trtfdng. Trong khi dd, yd^u td Rui ro tdi chinh tdc ddng ngifcfc ehieu vdi Sff hdi Idng eua du khdch.
Dtfa tren ket qua nghien cffu, nhom nghien de xua't cac ham y quan tn nhtf sau:
Ddi vdi yiu td' "Ca sd vdt ehdt". Dau ttf phdt tri^n cdc khu vui chdi giai tri vdi nhffng md hinh hdp Iy vffa hien dai vffa tniyen thd'ng. Trffde mat, dtfa vao cac boat dong phuc vu tai diem du lich, nhif:
tham quan lang nghe trdng hoa truyen thd'ng, to chffc them cac Id Idi hoa de du khach tham gia Id hdi, cac boat dgng khdc, nhff: chdo xudng, tffdi hoa, trong hoa, van ehuyen hoa...
Ben canh do, can xay dffng nhd hang trong ldng hoa cd chd't Iffdng cao hdn, phuc vu mdt sd mdn an dac san cua Dong Thdp, dde bidt Id ngudn thuy san nffdc ngpt. Cling vdi viee xdy dtfng thdni nhiSu dia di^m du lieh homestay, thi car nang eao eha't Iffdng phuc vu cua dia did'm homestay hien cd. Dong thdi, car dau tff xdy dffng them khdch san vd nh3 nghi dat tidu chuan. Biu tff hodn thidn ddng bd he thdng ha tang giao thdng, H thdng didn, e^p thodt nffdc, chu ^ nhi^i den cong tac giff gin vd sinh.
Dau tff phdt tri^n ede edng trinh did vu du lich, phat trien xay dffng va md rdnj cdc tram dffng ehan. Ddng thdi, cai thiei cac ldi di trong vtfdn cao hdn mdt dd't di
khdng cdn bun, liy. Xdy dffng cdc bai ddu xe rdng rai hdn, sach se va an todn.
Ngodi ra, cin xay difiig mdt khu tnflig bay va ban qua Iffu niem, cde san ph^m cua lang hoa, nhtf: cac loai hoa khd, cac san ph£m chid't xuat tff hoa, ban thdm mdt sd dde sdn cua viing da't thu phu sen hdng:
hong sen tffu, trd tam sen, sffa sen... d^
dap ffng nhu cau khac nhau cua du khach.
Ddi vdi yiu td"Con ngudi". Ddo tao ndng cao tay nghd va tap hud'n kie'n thtfc ve du lich cho edng ddng ddn eff. Xay dimg nhdn thffc tieh cifc cho ngffdi dan vd ldi ich eua boat ddng du lich dia phffdng thdng qua viec mdi hp tham gia cdc budi tap hua'n \i du lich. Ngoai ra, tang effdng viec ho trd va tdi trd eho cac hd gia dinh cd mong mudn phat tri^n du lieh.
Td chtfe eac ldp bdi dffdng nghiep vu du dich eho nhan vidn vd ngffdi dan trong khu vtfc, cung nhff eff hp di hpc tap kinh nghidm d cdc md Mnh du lich tai tinh ban.
Cd nhi^g chinh saeh ffu dai td't nham thu hut nbdn tai cd kinb nghiem dd'i vdi vd'n de phat tri^n du lich dia phffdng.
Dong bd trang phuc, hoac Id mdi vffdn cd trang phuc rieng, nhtfhg ed dde diem ehung va mang thffdng hieu eiia ldng hoa.
Dd'i vdi yiu td' "Gid ed". Can kiem soat gia bdn thffe an, nffdc ud'ng trong Idng hoa, khdng de ban tran lan.
Thffc hien thu ve vdo cdng vd khdng thu tien gtfi xe d cdc vtfdn trdng hoa. Cin qudn tridt eho eac ehu vffdn va cdc cij sd ban cae san pham, dich vu trong lang hoa v^ vide ap dung mffc gia bdn phii hdp.
Dong thdi, ydu eau cac ddn vj tham gia kinh doanh cdc loai san pMm, dich vu phai nidm yd't gid bdn san pham d ndi khdch hdng di quan sdt, nham ban chd' tinb trang "chat chera" du khdch.
Ddi vdi yi'u td "Cdnh quan mdi trUdng". Tao diem nhd'n ridng the hien net dep cua lang hoa, Theo dd, can trdng nhieu cay xanh d hai bdn dffdng, tranh sff dung cde vat dung nhan tao. Trang tri ldng hoa bdt mdt, ed the theo mua, theo tieu sff cua cdc loai hoa, trang tri tifng vffdn vdi chu de khde nhau. Bdn eanh dd, vide trang tri cin tao sff gdn kd't giffa cae nhd vffdn, nham tao ndn mdt khudn eanh du lich hodn ehinh.
Cac ed quan chtfc ndng can, doanh nghidp cin hd trd nhd vffdn trong vide nghidn cffff vd nhdp khdu eae gid'ng hoa mdi nham da dang chiing loai, tao stf hap ddn thu hut du khdch. Thdm cdc td ve sinh tiic trtfe quet don ngay d hai bdn dtfdng, trang bi cdc thiing rae nhilu hdn.
Ddi vdi yi'u td "riii ro tdi chinh". Can dao tao chinh ngffdi ddn trong lang thdnh mot td bao ve nhff mdt "cdnh sat du lieh" ehuyen nghiep theo quy dinh hidn hanh cua Nha nffde de trdnh hien tffdng an xin, mde tui...Q
TAI LIEU JHAM KHAO
1. Hoang Trong, Chu Nguydn Mdng Ngpc (2008). Phdn tich dU liiu nghiin etiu vdi SPSS, Nxb Dai hoc Kinh te' TP. Ho Chi Minh
2. Hodng Thi Hong Ldc (2008). Phdn tieh cdc nhdn td'dnh hudng di'n sU thda man eiia du khdch ddi vdi sdn phdm du lich sinh thdi - vdn hda d Cdn Tha, Luan van td't nghidp, Trtfdng Dai hpc Cin Thd
3. Nguyen Thi Tu Trinh (2011). Phdn tich cdc nhdn tddnh hudng din suhdi long eda du khdch ngi dia ddi vdt du lich Dong Thdp, Luan van td't nghiep, Trffdng Dai hpc Cin Thd
4. Kotier, P and Amstrong, G. (2004). Nhiing nguyin ly tii'p thi (tap 2), Nxb Thd'ng kd 5. Asubonteng, P., McCleary, K.J. and Swan, J.E. (1996). SERVQUAL revisited' a critical review of service quality, Joumal of Services Marketing, 10(6), pp. 62-81
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Journal of Marketing, 56 (July), 55-68
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8. Lewis and Mitchell (1990). Dimensions of service quality: a study in Istanbul, Managing Service Quality, 5(6), 39-43
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