POIIAN nq K I M I DOAWI
NCHIEN (liiO HANH YI KHUCH DU LICH U i (iiC KHUCH m 4 SAO T p DIA BAN TiNHQUANC HINH:
PHAH TICH DU lltUTifTRANCB00HIHC.COM
Nguyen Thu Ha TruOTig »9i hoc Kinh t^ - DH QG H i N6i
Email: [email protected] Nguyen Hoang Trirdug Dai hgc Thtrong M?i Email: [email protected] Ngdy nhgn: 10/03/2020 Ngdy nhgn lai: 24/03/2020 Ngdy duyet ddng: 27/03/2020
jfieu ro nhu cdu cua khdch hdng di nang cao chdt lugng dich vu du lich dugc xem la mgt gidi phdp quan trgng nham cdi thien hiiu qud du lich Viet Nam, Idm tdng ty le khdch du lich quoc ti quay trd Igi Viet Nam. Bdi bdo trinh bay kit qud nghiin ciru phdn tich hdnh vi khdch hdng Irdi nghiem dich v^i tai cdc khdch san 4 sao tgi Qudng Ninh trong nam 2019 su dung ca sd dii liiu cua nha. cung cap Booking, com tong hap y kiin phdn hoi cua cdc khdch du lich trong vd ngoai nude ddnh gid vi cdc yeu td dich vu khdch san gom cdcyiu to: sach se, wifi, ddng gid tiin, vi tri, tien nghi vd su thodi mdi. Kit qud phdn tich cua bdi bdo chi ra cdc dgc diem trong hdnh vi khdch hang vd edm nhgn vi dich vu khdch sgn, co thi su dung lam co sd di cdc doanh nghiip hodn thien cdc chiin luge marketing dich vu nham ndng cao chdt lugng dich vu hudng tdi su hdi long cua khdch hdng.
Tir khoa: Hdnh vi ngirdi tiiu diing, Chdt lugng dich vii khdch sgn, Marketing dich vu, Booking.eom.
1. Gioi thieu
Thi trudng dich yu du lich Viet Nam hien nay rat soi ddng va cdn nhieu tiem nang chua khai thac den hira hen mgt tuang lai du lich Viet Nam phat trien manh me han, chuyin nghiep hon mang lai Igi ich cho qudc gia ndi chung va cai thien cugc sdng cua ngudi dan ndi rilng. Theo sd lieu thdng ke nam 2019, lugng khach qudc tl den Viet Nam trong thang 10/2019 udc dat 1.618.337 lugt; tang 3,7% so vdi thang 9/2019 va tang 34,3% so vdi cimg ky nam 2018.
Quang Ninh ndi len nhu mdt diem din hap dan cho du khach lien tiep trong nhirng narn gan day.
l/dc tinh 10 thang diu nam 2019, tdng sd khach du Ijch den Quang Ninh dat khoang 14 trieu lugt, tang 14% so vdi cung ky. Tdng doanh thu tir du Hch uac dat 29.500 ti ddng - tang 24,8% so vdi ciing ky, vugt ki hoach (kl hoach 27.000 ty dong). Diu in rd net nhat cua Quang Ninh cdn thi hien d ha tang ddng bd vl giao thdng dii ca 3 loai hinh, dudng cao tdc; cang hang khdng quoc te va cang tau khach quIc te chuyen biet tai Viet Nam. Dac biet, su ra ddi cua cang hang klidng guoc te Van Ddn - cang hang khdng do tu nhan diu tu diu tiln tai Viet Nam da thi
hiln sir quyet tam cita tinh Quang Ninh va nha dau tu trong vile thiic day phat trien nganh du lich ndi rilng, kinh tl - xa hgi Quang Ninh ndi chung. Mat khac, tai Quang Ninh con rat nhieu "md vang den du lich", tay nhien cac tiem nang chua thuc sir dugc khai thac. Su da dang tir di san, ky quan den tu vinh Cua Luc, dia hinh ddi niii, rimg thudng xanh niii da tren vinh vatrin bd, he thdng 6 con sdng va dac biet la khu bao tdn cdng vien rimg 15.000 ha cdn nguyin sa ed gia tri sinh thai rat Idn dl khai thac va phat trien du Hch. Chinh vi nhan thiic dugc du Hch chinh la nganh mang lai gia tri kinh te cao va tao dieu kiln cho ngudi dan dia phuong cd cdng an vile lam, tang thu nhap, Quang Ninh dang chuyen ddi ca can kinh tl tir khai thac khoang san sang dich vu, trong do cd du Hch. Muc tieu trong nam 2020 Quang Ninh se ddn 15 - 1 6 trieu lugt khach, trong do cd 7 trieu khach qudc tl, va ddn 30 tri?u lugt khach, trong do cd 15 trilu khach qudc te, vao nam 2030.
Trudc nhu cau phat triln nganh du lich tai Quang Ninh hiln nay ca ve mat chat lugng cac san pham du Hch va sd lugng khach du lich, vai trd ciia cac doanh nghiep du Uch la rat quan trgng. Cac doanh nghiep w nay duac tai Ira bm Quy Phat n khoa hoc va cong ngh? Quoc gia (NAFOSTED) trong de sai it. 6 502.02-2019.16
So 141/2020
_lthoa hoc c?
"thiMngmai 39
O U A N -nq K I M I DOANH can hoach dinh chiln luge noi chung va chien luge marketing ndi rieng phii hgp vdi tiing t^p khach hang muc tieu, hudng tdi sir hai long cua du khach va duy tri long trung thanh cita cac du khach. Do do, vile nghiin ciiu va phan tich hanh vi ngudi tiiu dimg, tim hieu nhu can va mong mudn cua hg, cac yiu td anh hudng den quyet dinh trai nghiem san pham/dich vu cua hg la rat quan trgng, la can cii de cac doanh nghiep xay dung chiln luge marketing djch vu hieu qua, dat biet d chien luge phat trien san pham va dich vu, chiln luge gia va phan phoi dich vu.
Trong nhijng nam gan day, mac dii tren thi gidi va trong nude cd kha nhieu cac nghien cuu vl chat lugng dich vu khach san va su hai long ciia cac du khach nhung tai Viet Nam chu yiu la nhiing nghien ciru chung ma chua cd nhieu de tai nghien cuu din timg tap khach hang myc tieu cua eac doanh nghiep hay nghiin ciiu dudi gdc do tiep can la chiln luge marketing hon hgp hay sir dung phuang phap thu thap dir lieu vdi sd lugng mau Idn cac du khach trin Booking.eom, Agoda.com, Hotels.com...
Bai nghiin _ciiu_ di sau vao rim hieu va dilu tra phan tich cac yiu td anh hudng din hanh vi cua timg nhdm khach hang ddi vdi cac khach san 4 sao tai Quang Ninh theo gdc do tiep can cua Booking.eom.
Qua dd dl xuat cac nhdm giai phap hoan thien chien luge marketing hon hgp theo dinh hudng khach hang muc tieu, hudng tai sir hai long ciia khach hang, gdp phan phat trien hoat ddng kinh doanh cua cac khach san ndi chung va ciia tinh Quang ninh ndi rieng.
2. Ca sd ly lu|n 2.1. Hdnh vi ngudi tieu diing
Thuat ngii "hanh vi ngudi tieu diing" dugc hieu la hanh vi rna nhirng ngudi tieu dimg tiln hanh trong viec tim kilm, danh gia, mua, trai nghiern san pham dich vu sau khi mua, va loai bd san pham dich vu khdng thoa man ky vgng cua hg. "Hanh vi ngudi tilu dung la su tucmg tac khdng ngimg bien ddi giiia sir cam thu va nh|n thuc, hanh vi va cac yiu td mdi hudng thdng qua dd con ngudi thue hien cae hanh vi trao ddi" (Hiep hgi Marketing My - AMA).
Hanh vi ngudi tieu dimg la mgt qua trinh mgt ca nhan hay mdt nhdm ngudi lua chgn, mua sam, sir dung hay loai bd cac san pharn dich vu, nhirng suy nghi, kinh nghiem qua khii nham thoa man nhu cau hay udc mudn cua ho (Solomon,20I6; Kotler va Keller, 2015). Thau hiiu hanh vi ciia ngudi tieu dung se giup cho doanh nghiep xay dung nhiing chien luge Markering ndi rieng va chien luge kinh doanh ndi chung phii hgp va hieu qua. Thuc vay, nghien cim hanh vi ngudi tieu dimg se giitp cho cac doanh nghiep nhan biet nhu cau, sd thich va thdi quen ciia
khoa hoc 40 thifdng ma
khach hang, ly, do hg ra quylt dinh mua san pham dich vy, cac yiu td thuc day hg ra quyet di_nh tieu diing san pham dich vu dl hoach dinh chiln luge marketing thiic diy ngudi tieu dung mua sam dich vy va duy tri su tmng thanh ciia hg ddi vdi cdng ty.
Nghiin cuu hanh vi ngudi tieu dimg la nghiin eiiu toan bd cac boat dgng xuyen sudt qua trinh trudc khi mua sim, trong khi mua sam va sau khi mua sim (Solomon, 2016; Kotler va Armstrong, 2017). Thic nhdt, nghien ciiu hanh vi trudc khi mua sim do la viec cac doanh nghiep tim hiiu ve_(i) sy nhan bilt nhu ciu ciia khach hang, cac yiu td kich thich nhu ciu; (ii) hoat ddng tim kilm thdng tin cua khach hang (ngudn thdn^ tin, miic do tim kiem thdng tin, cac yeu td quyet dinh qua trmh tim kiem thdng,tin). Thu hai, nghien ciiu hanh vi trong khi mua sim do la viec cac doanh nghiip tim hiiu vl (i) cac tieu chuan danh gia; (ii) cac quy tac ra quylt dinh raua san pham dich vy; (iii) hoat ddng mua sam cita khach hang (cac yiu td tac dgng den viec mua sam, each thiic thuc hien viec mua sam). Thu ba, nghien ciiu hanh vi khach hang sau khi mua sam dd la vile cac doanh nghiep tim hiiu ve danh gia/cam nhan ciia khach hang khi sau khi trai nghiem san pham/djch vu, su hai long hay hanh vi mua sam lap lai ciia khach hang. Trong nghiin ciiu nay, tac gia tap tmng phan tich hanh vi khach hang sau khi mua sam, cu thi phan tich cam nhan cua khach hang sau khi trai nghiem dich vu tai cac khach san 4 sao tai Quang Ninh, dac biet tim hieu sau ve cam nhan theo timg nhdm khach hang dl cd the la tien de giiip cac khach san hoach dinh chien luge Marketing hiiu qua theo dinh hudng khach hang muc tieu.
Tai Viet Nam, da cd rat nhilu cac nghien ciru v^
chat lugng dich vu va su hai Idng cua cac du khach trong thai gian qua (Nguyen Qudc Nghi va Phan Van Phimg, 2011; Le Thi Tuylt va cac cdng su, 2014; Ngd Nguyen Quy va Nguyen Van Nggc, 2015; Nguyin Thu Ha va cac cdng su, 2018). Trong nghien_curu cua Le Thi Tuylt va cac cdng su (2014) cho thay cdc yeu td tae dgng den su hai long cua khach hang ngi dia vl chat lugng dich vu t^i dilm du Hch^iang cd Duimg Lam gdm tiln nghi, van hda, cung cap dich vu, dap irng, tin cay,_gia cita san pham va dich vu. Nghiin ciru cua Nguyen Thu Ha va cac cgng su (2018) vl anh hudng cita cac yeu td chat lugng dich vy du lich den su hai long cua du khach tai diem du Hch phd cd tai Ha Ndi da chi ra rang trai nghiem dich vu cot loi, su hieu khach, dang gia tien, thuc pham la nhung yeu to cd tac ddng din su hai long ciia cac du khach.
So 141/2020
O U A N Tiq KINH DOANH
2.2. Chien lirgrc Marketing hon hgp Nghien cuu cua Kotler va Armstrong (2017) dinh nghia Marketing la cac hoat dgng ciia con ngudi hudng tdi su thoa man nhu cau va mong mudn thdng qua eac tiln trinh trao ddi. Marketing giiip cho cac doanh nghiep cd the tdn tai lau dai va vung manh trin thi trudng do Marketing cung cap kha nang thich ling vdi nhiing thay ddi ciia thi tmdng va mdi tmdng ben ngoai. Marketing da cung cip cac hoat dgng tim kiem thdng tin tir thi trudng va truyin tin ve doanh_nghi?p ra thj tmdng, nghiin ciiu phat trien san pham mdi, tieu thu san pham, cung cap dich vy khich hang... Marketing giiip sang tao ra nhilu loai va chimg loai hang hda cd thi thoa man nhu cau va mong mudn dia timg nhdm khach hang, tham chi den tiirig khach hang.
Vdi dac trung cua san pham djch yu, Marketing hin hgp cho san pham dich vu bao gdm 7Ps: chiln luge san phara dich vy (Product), phan phii (Place), gia (Price), va xiic tiln hdn hgp (Promotion). Ben carih 4Ps ke tren, vdi cac san phim dich vu cdn bd sung them cdc P nhu con ngudi (People), quy trinh (Process), va bang chimg vat chat (Physical evidences) (Kotler va Keller, 2015; Luu Van Nghiem, 2008; Nguyin Van M^nh va Hoang Thi Lan Huang, 2013).
- Chien Jugc Sdn phdm dich vy liln quan din cac gdi san phim dich vy, chat lugng dich vu, chu ky sing ciia san phim va nghiin cuu phat triln san phim dich vu mdi. Doi vdi san pham dich vy khach san dugc thi hiln qua chat lugmg ciia phdng d va ciia cac khu vuc ciia khach san, tdc dO va chat lugng dudng h^ylri Intemet, cac gdi dich vu cung cap (dich vy an udng, spa & cham sdc sue khde, dich vy du Hch...). Chinhvi vay, theo gdcdd dip can cita Booiiing.corn, chit lugng san phim dich vy cita khach san the hiln d Sach se vk Wifi.
- Chiln luge Gid liln quan din viec xay dyng phuong phap dinh gia va miic gia dli vdi timg san phim dich vu. Ddi vdi chien luge gia trong dich vu khach san the hien d vile cac doanh nghiip dua ra cac rauc_gia nhu gia phdng, cac loai phi dich vu^
miic chilt khiu gia,... Theo Booking.eom, yeu to Ddng gid tiin dugc diing de phan tich cam nhan ciia khach hang vl gia cua cac dich vu so vdi Igi ich hg nhan dugc.
- Chiln lupc Phdn phdi lien quan den cac loai kenhphan phdi, nha tmng gian, vi tri diem ban, van chuyin, dai ly ban hang... Trong linh vuc dich vu khach san, chiln luge phan phoi the hien d vi hi ciia khach s^n, sy thuan tien cho khach hang trong viec di chuyin tir khach san tdi cac dia diem du Hch, cac So 141/2020
khu vui choi, mua sam... Quan diem nay ciing da dugc Booking.com sur dung dl khao sat cam nhan cua khach hang qua thang do Vi tri/dia diim.
- Chiln luge Xuc tiin hon hgp ndi chung va trong linh vuc khach san ndi rilng dugc thi hiln qua hoat ddng tmyen thdng, cac chien dich quang cao, khuyen mai^ cd ddng ban hang.
- YIu to Con ngucri dl cap din cac nhan vien (trinh do, kiln thiic, ky nang...) ya cac khach hang.
Trong dich vu khach san, yiu td con ngudi khdng chi lien quan tdi trinh dg, k^ nang giao tilp, ky nang xu ly van de,... cua cac nhan vien, dac biet la cac nhan vien tuyin dau - nhiing ngudi tiep xiic true tiep vdi khaeh hang ma cdn phai cung cap cho nhan vien y thuc ve tim^ quan trgng ciia dieh vu cham soc khach hang, vl thai do phyc vy nham tao su thoai mai cho khach hang, hudng tdi nang cao su hai long va duy tri su tmng thanh cua khach hang. Nhan thiic dugc tam quan trgng cita yeu td con ngudi nen khi khao sat trai nghi|rn ciia khach hang, Booking.eom cung da su dyng yeu td Su thodi mdi dl thdng qua dd hieu vl cam lih^n cua khach vdi nhan viln tai khach san._
- YIU td Qud trinh bao gdm cac ludng hoat dgng, cac giai doan cdng vile, miic do liln quan cua khach hang, va thdi gian dap img.^ Qua trinh trong dich vy khach san cd the dugc hiiu la he thdng cac ho^t dgng va nghiep vu cung cap dich vu cho khach hang bao gdm: quy trinh checkin/check out cho khach hang, cac quy ttinh nghiip vyban/ bar/ budng/ bip, quy trinh tu van ban san pham/dich vy, quy trinh phyc vu khach luu tni tai khach san.,.
- Yeu td Bdng chung ve vat chdt trong dich vu khach san lien quan den tiin nghi, trang thiet bi, co sd vatchit ciia khach san. Bay ciing la yeu td thi hiln ding cip va chat lugng ciia cac khach san va vi vay cung da dugc B90king.com sii dung trong khung nghiin ciiu dugc thi hien qua yeu td Tien nghi.
2.3. Mdi quan he giUa nghien ciru hdnh vi ngudi tiiu ditng vd chien luge marketing
Nghien ciiu ciia Hawkins va cac cgng sy (1992) va Hawkms va Mothersbaugh (2015) thira nhan rang thiu hiiu hanh vi ngudi tilu dung dugc xem la chia khda cho su thanh cdng ciia chien luge Marketing. Thuc vay, de cac doanh nghiep cd the dua ra san pham dich vu thich ling vdi thi hieu cita ngudi tieu diing, dinh gia san pham dich vu hgp ly, tag su thuan tiln cho khach hang ttong viec tim kilm san pham hay xay dung dugc chien dich quang cao, cd dgng ban hang hieu qua deu phai dua tten viec nim bat hanh vi ngudi tieu dimg, dac bilt la nhdm khach hang muc rilu ciia doanh nghiep. Ngoai
khoa hoc '^
thifdngmai 41
OUAN nq I O I M D O A M I
ra, hieu biet v e n g u d i t i l u dimg se giup cho cac nha quan tti giai dap nhiing van d l c a ban khi hoach dinh chiln l u g e Marketing eho tiing thi t m d n g cy t h i , timg nhdm khach hang cy t h i va co k h i nang cung u n ^ san p h a m dich vu thoa man nhu cau dd. S u hieu b i l t ve hanh yi ngudi t i l u dung ddng vai ttd quan trgng trong tat ca cac giai doan cua qua trinh hoach dinh _chien luge Marketing ndi chung va Marketing hdn hgp ndi rieng.
D l cd the thau hieu hanh vi ngudi tieu dung, viec phan doan thi trudng ddng vai trd quan trgng de cd t h i giiip doanh n g h i i p chiarihd thi t m d n g tdng t h i thanh timg lihdm t u o n g ddng ve nhimg dac tinh trong hanh vi va qua dd lua chgn dugc thi t m d n g muc tilu phu h g p - doan thi t m d n g ma d do doanh nghiep cd uu the h a n so vdi cac ddi thit canh tranh (Kotler va Armstrong, 2017; Kotler va Keller, 2015). Can cir vao cac dae tinh hanh vi ciia nhdm khach hang m u c tieu, doanh nghiep mdi cd the cung ling cac san p h i m / d i c h vy thda m a n nhu cau va m o n g m u d n cua n g u d i tieu dung d l thu dugc Igi nhuan va su hai Idng ciia khach hang.
Chinh vi vay, hanh vi ngudi tilu diing dugc coi la mdt_ ttong cac xuat
phat diem quan trgng d e lam^ can cii xay d u n g c h i l n luge va ddng thdi phyc vy true t i l p cho viec xay dung cac chien luge marketing hdn hgp ciia cac doanh nghiep.
3. K h u n g p h a n tich
cua n g h i i n cihi , . H i n h 1 K l thira ly t h u y i t ve j ^ ^ ^ ^ ^^.
hanh vi ngudi t i l u dung
k i t hgp vdi cac thang do ^lip cin Thanh phSn dich danh gia d u g e sir dyng M',"^,,;^^
tren B o o k i n g . e o m da d u g c phan tich theo tiep can ly thuyet c h i l n luge Marketing hdn hgp dich vy d u g c trinh b a y d tren, khung phan tich
cac gia t h u y i t cua PhanphSi ^^.^^
nghien ciiu duoc trinh —'•'^ ^
bay nhu hinh 1: Conngiroi Syihotit Gia thuyit nghien cuu: B^i,g.hm,g - Nhdm gia thuvet v^tchat H I : Chat lugng dich vy {Sach si, Wifi, Ddng gid tiin. Vi tri, Tien nghi vd Su thodi mdi) cd tac
d§ng tich cue tdi danh gia tdng quat cita khach hang ddi vdi cac_khach san. Trong dd:
H l a , Y I U td sach se tac ddng tich eye tdi danh gia cita khach hang ddi vdi cae khach spn
H l b . Y I U td wifi mien phi tac dgng tich cue tai danh gia ciia khach h a n g ddi vdi cac khach san
H l c . Y I U t l dang gia t i l n tac dgng tich eye tdi danh gia cda khach h a n g ddi vdi cac khach san
H i d . Y I U td vi tri tac dgng tich c u e tdi danh gia cua khach hang ddi vdi cac khach san
H i e . Y I U td tien nghi tac ddng tich cue tdi danh gia cua khach hang ddi vdi cac khach san
Hlf. Y I U t l su thoai mai tac ddng tich eye tdi danh gia ciia khach hang ddi vdi cac khach san
- N h d m gia thuyit H2. Cd su khac b i l t dang k i ve danh gia cua n a m n h d m khach hang vdi cac yiu td sach se, wifi m i l n phi, dang gia tien, vi tri, ti^n nghi, sy thoai mai ddi vdi cac khach san 4 sao t^ii Quang Ninh.
4. P h i r o n g p h a p n g h i e n cihi Phirong phdp thu thdp dir lieu:
D l k i l m dinh cac giai thuyet, tae gia sir dung dii lieu thu thap tir Cdng ty Booking Holding (doanh
1 Sachse 1 j Vi tri/dia diem 1 1 Wift miin phi 1 1 S\t thoai mai 1 j Dang gia tien 1 1 Tien nghi 1
Hi
H2
Danh gia ciia khach hang
Nhom khach hang
Khung phdn tich cua nghiin ciru
thea tiep ca a Bookine.M
hen quan den danh gia cua khich hang ve mire do s?ch se ciia phong 6c va c^c khu vuc ciia khach s?n (khu quay bar, be boi, khuon vien, sanh, hanh lans, nha hang. )
San phan
Gii. dich VI
lien quan dSn vi^c khach s^n cung cip djch vu wifi mien phi v6i ch4t lir?ng mang lot
lien quan den chi phi khach hiing chi tra va gia Bi cam nhin ciia khtich hang khi irai nghiem djch "••
tien quan d^n dja diem cua khach san de l^o s\i thuan li^n Uong di chuyen cho khich hang.
n kien thCrc, thai dp, ky nang cua nhan viln de tao su thoai mil cho cSc khach hjmg khi trai nghiem c^c dich vu khach san cung cjp lien quan den cic dich vu khSch san cung cap cho khSch h ^ g bao g6m ho boi, xe dua d6n san bay, trung tam thi due, phong Spa Si cham si^c Sl^c khoe. cho do xe mien phi, quay bar
Ti$n nghi Danh gid long quan
! khiich hang Phan nhom khdch
lien quan din cam nhan tong quan ciia khich hang ve chat luong dich vy cua khach s jji
myc dich chuyen di, chia nhom khach hang thanh nam nhdm, bao gom dl du l|ch c?p doi, di du hch mpt minh, gia dinh co tre nhd, gia dinh CO thanh nicn, du ijcb doan/nhom.
klioa hoc
ttiifdiig mai So 141/2020
O H A H Tm MiW POAWHJ nghiip dat cho toan cau) dugc cdng bd cdng khai 5. Kit qud phdn tich vd thdo ludn tren trang web www.booking.com. Cdng ty nay 5.1. Bdnh gid cda khdch hdng doi v&i cdc hang dugc xem la nha dich vy dat chd xIp thi phan sd 1 muc djch vu tgi khdch sgn 4 sao Qudng Ninh chau Au, cho phep khach hang dat Ban2 1 Gid trf trung binh vi ddnh gid eua khdch hdng phdng tai 148.000 dilm den t^i 228 ^^,- y^i ^^^ thang do tai khdch san 4 sao tai Qudng Ninh qudc gia va vung lanh thd tren toan .
thi gidi. Mdi ngay, han 1.550.000 dem phdng dugc dat trudc tren .
www.booking.com va trang_ web Banh gia ciJa khach hang nay dugc xem la cdng_ cy phd bien Sach se
Gia tri nho nhat
Gia tti Idn nhat
Gia tti Do lech trung binh chuan Ciia khach du lich qudc te. Khach Wifi miln phi
hang sau khi luu tni tai cac khach Bang gia tien san (dugc dat qua Booking.eom) se __Vi tri nhan dugc email de nghi danh gia Tien nghi ve dich vy khach san theo 7 hang Sy thoai mai muc, bao gdm 6 yen to chi tiet ve cac hang muc dich vu sach se, tien
nghi, vi trj, wifi miln phi, su thoai mai, dang gia tien va cudi ciing la danh gia tdng quat vl dich vu.
Thang dilm danh gia dugc sir dyng cd gia tri hi 1 din 10 diem: diem 1-3 (Rat te), diem 3-5 (Kem), dilm 5-7 (Chap nhan dugc), dilm 7-9 (Tdt), va dilm 9-10 (Tuylt hao). Cac phan hdi cua khach hang sau do dugc tdng hgp va trinh bay cdng khai tren trang web ciia booking.eom de ngudi tieudiing CO thi bilt dugc cam nhan cua khach hang ddi vdi timg khach san.
Do gidi h^n thdi gian va ngudn luc nghiin cuu, cac tac gia sir dung mau dir lieu dugc thu thap tir thang,11 din thang 12/2019 tir trang Booking.eom bao gdm dugc 3.798 y kiln cita khach hang ddi vdi 20 khach san 4 sao tai Quang Ninh.
Phuong phdp phdn tich dir liiu: Dau tien, ta_c gia danh gia gia tri trung binh ciia cac thanh phan de dua ra danh gia nhin nhan ve miic do cam n h ^ cua khach hang. Tiep theo, tac gia sii dung phSn mem SPSS de tiln hanh phan tich dinh lugng dir lieu thu thap dugc.
Phan tich tuang quan (Correlation Analysis) dugc tiln hanh di xem xet mdi quan he giiia cac thanh phiin: sgch se, tiin nghi, v/ tri, wifi mien phi, str thodi mdi, ddng gid tiin va mdi quan he giua cac thanh phan vdi yeu td ddnh gid tong quat ve dich vu cm khdch hdng. Sau do, phan tich One-way Anova de xem xet cd su khac bilt hay khdng giiia cac nhom
Nguon: Kit qud phdn tich cda cdc tdc gid
Ket qua tdng hgp trinh bay tren Bang 1 eho thay nhin chung cac khach hang danh gia tuang ddi cao va cd sy tuang ddng trong danh gia ddi vdi cac yeu td sach se, wifi, dang gia tien, vi tri, tien nghi va su thoai mai tai cac khach s ^ 4 sao tai Quang Ninh.
Trong dd, nhdm yiu td Sach se va Wifi hien dugc khach hang danh gia cao hon so vdi cac yeu td cdn lai vdi gia tri lan lugt la 7,95 va 7,98.
Khi tiln lianh phan tich danh gia theo phan nhdm du khach nhu dugc trinh bay tren Hinh 2 (5 nhdm:
du Uch cap ddi, du lich mgt minh, gia dinh cd tre nhd, gia _ dinh cd thanh thieu niln, du tich doan nhdm) ddi vdi cac yeu td cho thay:
- Nhdm khach du lich cap ddi danh gia cac khach san 4 sao tai Quang Ninh cao hon cac bdn nhom cdn lai vdi gia tti dao dgng ttong khoang tu 7,84 din 8,41;
- Nhdm gia dinh cd tre nhd va nhdm gia dinh cd thanh thilu nien cd danh gia tuong ddng nhau va danh gia cac khach san 4 sao tai Quang Ninh d miic thap hon so vdi cac nhdm, vdi gia tn trong khoang hi 7,20 din 7,73;
- Dang gia tiin la yiu to hilii 5 nhdm khach hang danh gia thap nhdt, kl den la yiu td Vi tri ; (4) Wifi miin phi, Sach se va Su thoai mai la cac yeu td dugc cac nhdm khach hang danh gia eao.
5.2. Phdn tich tuong quan cdc hang muc dich vu Bang 2 trinh bay kit qua phan tich mli tuong khach hang theo muc dich chuyin d"i ttong vile danh quan giira bay thanh phan va ket qua phan tich cho gia cdc thanh p h k ddi vdi cac khach san 4 sao. Cudi thay he so Pearson Correlation ciia 7 thang do deu - - • • • • • . i .. . . :— jjjjT^ trong dai gia tri tir 0,144 din 0,571 (nhd hon 0,5^; cho thay miic do tuong quan giiia bay thanh phan nay d miic trun^ binh.
5.3. Phdn tich hoi quy
Ddnh gid cdc yiu to dnh hudng den ddnh gid ciia khdch hdng ddi vdi cdc khdch sgn 4 sao tgi Qudng Ninh.
cung, phan_ tich hdi quy tuyin tinh ,_ ^ _ Analysis)_dl tim su lien he giua hai biln sd: bien dgc lap va biln phu thugc, qua dd kilm dirih dugc mdi lien he giiia biln phu thugc (danh gia tdng quat cua khach hang) va biln dgc lap (sach se, tien nghi, vj tri, wifi miln phi, su thoai mai, dang gia tien).
So 141/2020
.khoa hoc 'thifdngma 43
OUAN nq K I M I D O A M I
Hinh 2.- Ddnh gid cua timg nhom khdch hdng vdi cdc yeu to tgi cdc khdch sgn 4 sao tgi Qudng Ninh
.Du Ijch cap dai
—DuijchmOrmlnn Gia Binh caIrS rhS Oia fflnh e6 thanh mi^u ni§n
— Du Ijch doin nhOin
Ngudn: Kit qud phdn tich cua cdc tdc gid
Bang 1: Kit qud phdn tich tuang quan
gia tien, Vi tri, Tiln nghi va Sy thoai mai giai thich dugc 57% danh gia ciia khach hang ddi vdi cac khach san 4 sao tai Quang Ninh, Trong Bang 3 cac h?
so phdng dai phuang sai (VIF) deu nhd han 2 nen khd xay ra hi?n tugng da cgng tuyin. Vdi miic y nghia (Sig.) cila cac yiu tl Sach se, Wifi, Dang gii tien, Vi tri, Tien nghi va Sy thgai mdi deu nhd hanp,05;
thi hien ca sau yeu td nay deu CO anh hudng tdi Danh Danh gia cua
Ithach hang
Sach se WIFI mien phi
Ding gid tiSn
Vitri Tien nghi
Su thoai mai Danh gia cua kiidch iiang I
Sach se WIFI mien phi Dang gia tien Vi tri Tien nghi Sa thoai mai
**. Correlation
0,355"
0,505"
0,565"
0,391"
0,404"
0,443"
1
0,144" I 0,287" 0,548"
0,197" 0,215"
0,380" 0,483"
0,542" 0,417"
's si^ificant at the 0.01 level (2-tailed).
1 0,528"
0,472"
0,477"
1 0,440"
0,455"
1 0,571" 1 Nguon: Kit qud phdn tich cua cdc tdc gid
Md hmh hdi quy duqc sii dyng de danh gia mire do anh hudng ciia cac yeu td den danh gia cua khach hang.
Trong bang tdm tat md hinh, he sd R^ hieu chinh la 0,57; dugc hieu la sau yeu td Sach se, Wifi, Dang
gia tdng quat cua cac khach hang. Trong dd, yeu to Dang gia tiln cd anh hudng Idn nhat den Danh gia tdng quat cita khach hang, tiep din lan lugt la nhdm cac yiu td Sach se, Su thoai mai, Tien nghi, Wifi, Bang 3.- Phdn tich hoi quy 1
Model (Constant) Sach se WIFI I Dang gia tiSn
Vitri Tien nghi Su thoai mai
Unstandardized Coefficients B 1,043 0,167 0,163 0,175 0,159 0,165 0,166
Std. Error 0,142 0,081 0,076 0,062 0,069 0,078 0,060
Standardized Coefficients
Beta 0,175 0,165 0,215 0,197 0,184 0,199
t
3.018 2.087 2.447 1.927 3.007 1.681 1.093
Sig.
0,003 0,000 0,000 0,000 0,000 0,000 0,000
CoUinearity Statistics Tolerance
0,992 0,995 0,967 .0,971 0,967 0,994
VIF 1.814 1.737 1.892 1.320 1.999 1.478 Nguon: Kit qud phdn tich cua cdc tdc gid
klma Hoc ^ . ^ ^ ^ , , , . „ _ . ^ ^
I thififng mat So 141/2020
Q U A N i m K I M I DOANH
va Vi tri. Chinh yi vay, cac gia thuyit tir Hla din Hlf deu dugc chap nh^n.
Ddnh gid cdcyiu to dnh hudng din ddnh gid eua timg nhom khdch hdng ddi vdi cdc khdch san 4 sao tgi Qudng Ninh.
Bam
Bang 4 trinh bay kit qua phan tich hdi quy dl danh gia cac yiu td anh hudng den danh gia cita nhdm di du lich cap ddi (Md hinh 1), nhdm di du lich mdt minh (Md hmh 2), nhdm gia dinh cd tre nhd Phdn tich hoi quy 2
M6 hinh
I
2
3
4
5
(Constant) Sach se WIFI Dang gia tien Vitri Ti$n nghi Su thoai mai (Constant) Sach se WIFI Dang gia tien Vitri Tien nghi Su thoai mai (Constant) Sach se WIFI Dang gia tien Vitri Tien nghi Su thoai mai (Constant) Sach se WIFI Dang gia tien Vi tri Tien nghi Su thoai mai (Constant) Sach se WIFI Dang gia tien Vi tri Tien nghi 1 Su thoai mai
Unstandardized Coefficients B 1,011 0,125 0,162 0,193 0,156 0,180 0,191 1,043 0,141 0,162 0,186 0,154 0,144 0,193 1,043 0,152 0,178 0,150 0,161 0,165 0,151 1,092 0,151 0,112 0,138 0,187 0,225 0,202 2,018 0,158 0,140 0,166 0,175 0,176 0,177
Std, Error 0,132 0,063 0,066 0,072 0,079 0,064 0,071 0,143 0,072 0,065 0,071 0,079 0,066 0,062 0,139 0,072 0,066 0,065 0,067 0,079 0,071 0,141 0,072 0,069 0,068 0,072 0,071 0,075 0,182 0,071 0,063 0,071 0,075 0,067 0,070
Standardized Coefficients
Beta 0,142 0,166 0,213 0,246 0,204 0,225 0,125 0,136 0,248 0,187 0,189 0,240 0,171 0,206 0,164 0,212 0,185 0,170 0,170 0,131 0,146 0,185 0,174 0,194 0,198 0,148 0,217 0,184 0,203 0,231
t
3,021 2,068 2,436 1,837 1,097 1,983 1,196 3,109 2,026 2,318 1,943 1,026 1,572 1,182 3,318 1,024 2,217 1,843 1,926 1,574 2,184 3,018 1,097 2,445 1,939 2,018 3,183 1,193 2,487 2,956 2,834 1,049 3,184 1,203 1,231
Sig.
0,012 0,010 0,000 0,000 0,040 0,000 0,000 0,003 0,020 0,010 0,000 0,000 0,015 0,000 0,001 0,010 0,000 0,000 0,003 0,016 0,021 0,002 0,010 0,061 0,000 0,000 0,000 0,012 0,019 0,001 0,004 0,001 0,000 0,000 0,010
CoUinearity Statistics Tolerance
0,993 0,997 0,957 .0,982 0,972 0,985 0,991 0,976 0,968 .0,992 0,973 0,990 0,982 0,997 0,968 .0,991 0,987 0,995 0,994 0,991 0,977 0,975 0,987 0,990 0,997 0,985 0,987 .0,992 0,986 0,995
VIF 1,824 1,982 1,873 1,231 1,996 1,568 1,828 1,687 1,881 1230 1,879 1,173 1,928 1,686 1,891 1,280 1,877 1,573 1,917 1,678 1,882 1,383 1,878 1,675 1,913 1,947 1,124 1,229 1,795 1,881 Ngudn: Kit qud phdn tich cda cdc tdc gid
5>6 141/2020
Jhoa lioc -^
'tiiiAHigmal 45
jgUAH TBI IQMI POAMI
(Md hinh 3), nhdm gia dinh cd thanh niln (Md hinh 4), va nhdm du Uch doan/nhdm (Md hinh 5) ddi vdi cac khach san 4 sao tai Quang Ninh.
Qua Bang 4 cho thay cac yeu td S^ch se, Wifi, Dang gia tien, Vi tri, Tien nghi va Su thoai mai deu cd anh hudng tdi danh gia cua cac nhdm khach hang trong md hinh 1, md hinh 2, md hinh 3, va md hinh 5 (Sig. < 0.05) ddi vdi cac khach san 4 sao tai Quang Ninh. Rieng md hinh 4, chi cd cac yiu td Sach se.
Dang gia tien, Vi tti, Tien nghi, va Su thoai mai cd anh hudng quan ttgng tdi danh gia cita nhdm gia dinh cd thanh niln ddi vdi cac khach san 4 sao, yeu td WIFI cd miic y nghia Idn ban 0,06 > 0,05 nen khdng the hien anh hudng. Mat khac, mire do anh hudng cua cac yeu td tdi danh gia cua khach hang theo timg md hinh (tucmg img theo timg nhdm khach hang) la Ichac nhau.
5.4. Phan tich One-way ANOVA di kiim dinh s(r khac biet giua cdc nhdm
One-way ANOVA da dugc trinh bay d tren cd thi kit luan rang;
Thir nhdt, cac yen td sach se, dang gia tiln, vi tri, tien nghi va su thoai mai deu cd tac dgng tdi danh gia cua cac khach hang ddi vdi cac khach san 4 sao tai Quang Ninh.
Thir hai, cd su khac biet dang kl trong danh gia cac yeu td tren giiia cac nhdm phan loai theo muc dich chuyin di.
Thir ba, miic dd anh hudng ciia cac yiu td tdi danh gia ciia khach hang ddi vdi cac khach san 4 sao tai Quang Ninh theo timg nhdm khach la khac nhau.
Ket qua nghien cuu da cd nhimg ddng gdp vl mat ly luan d khia canh nghien ciiu hanh vi ngudi tieu diing, cd the dugc xem nhu la mgt minh chiing cho xu hudng hanh vi ciia ngudi tilu dung la khac nhau theo tiing ddi tugng khach hang va theo timg loai san pham/dich vu tilu dimg. Mat khac, tinh mdi cua nghien ciru so vdi mdt sd nghien cuu trudc day i_5: Kit qud phdn tich ANOVA
Sach se WIFI mien phi Dang gia tien Vitri TtSn nghi Su thoai mai
F 1.725 1.710 1.489 0.375 0.945 1.235
Sig.
0.043 0.017 0.014 0.026 0.043 0.030
Ket qua Post-hoc test Co sir khac biet giiia nhom (2,4,5) vs nhom (1,3) Co sir khac biet giiia nhom (2,3) vs nhom (1); nhom (2,3) vs nhom 5; nhom (1,2,3,5) vs nhom 4
Co sir khac biet giiia nhom (1,2) vs nhom (5); nhom (1,2) vs nhom (3,4); nhom (3,4) vs nhom (5)
Co su khac biet giua nhom (1,3) vs nhom (2,4); nhdm (1,3) vs nhom 5; nhom (2,4) vs nhom 5
Co SLT khac biet giua nhom (3,4,5) vs nhom 1; nhom I vs nhom 2; nhom (3,4,5) vs nh6m2
Co sir khac biet giua nhom (1,2,3,4) vs nhom 5 Ghi chii. Nhom I • du Ijch cap doi: Nhom 2. du lich mpl r, 4- gia dinh co thanh nien, Nhom 5- du lick doan/nhom.
Ngudn: Kit qud phan tich cua cdc tdc gid Qua Bang 5 trinh bay ket qua phan tich One-way ANOVA cho thay cd su khac bilt dang ke giira cac nhdm {nhom di du lich cap doi, nhom di du lich mgt minh, nhom gia dinh co tre nho, nhom gia dinh co thanh niin, vd nhom du Uch doan/nhom) trong viec danh gia cac yeu td sach se, wifi mien phi, dang gia tiln, vi tri, tiln nghi, va su thoai mai ddi vdi cac khach san 4 sao tai Quang Ninh (Sig. < 0.05). Do vay, gia thuyit H2 dugc chap nhan.
6. 0 1 xuat va ket luan
Dua tten ket qua phan tich gia ttt tiimg binh, phan tich tuong quan, phan tich hdi quy va phan tich
link' Nhom 3: gia dinh co Ire nho; Nhom (Nguyin Qudc Nghi va Phan Van Phimg, 2011;
Nguyin Hue Minh va cac cgng sir, 2014; Ngd Nguyen Quy va Nguyin Van Nggc, 2015) cdn dugc thi hiln d 2 diem: Thic nhdt, nghien ciiu khdng chi tap trung phan tich mdi quan he giira cac yiu td chat lugng dich vu din danh gia ciia khach hang ma cdn lam rd han tac dgng ciia timg nhdm yeu td den timg nhdm khach hang khac nhau, lam tiln dl cho vile xay dung cac chien luge Marketing dich vu hieu qua; Thu hai, phuang phap thu thap dir lieu cila nghien ciiu dua tren sd lugng mau Idn la 3.798 cac y kien danh gia ciia khach hang - nhiing ngudi cd ttai nghiem dich vu tai 20 khach san 4 sao tai Quang Ninli, va dir lieu dugc cdng bd cong khai va khach quan tren trang Booking.eom.
Ben canh dd, kit qua nghiin ciiru ciing da cd nhirng ddng gdp vl mat thuc tiln kha Idn cho cac
46
khoa hoc
thififng ma So 141/2020
nha quan tti trong viec dua ra nhiing dl xuSt phuang hudng cai thien hoat dgng marketing dich vu, hudng tdi dera lai s\i thda man cho cac khach hang muc tieu ciia cac khach san 4 sao tai Quang Ninh. Cac d%
xuat dua ra dugc xay dimg tren ca sd kit hgp cac kit qua phan tich ciia nghien ciiu bao gdm ket qua phan tich gia tri trung binh (Hinh 2), kit qua phan tich hdi quy (Bang 4) dugc ttinh bay chi tilt sau day:
Bang 6.- Tom tdt di xudt cdi thien hoat dgng Marketing tgi khdch sgn 4 sao tgi Qudng Ninh
QUAW Till K I M I P O A I ^
tieu la nhdm gia dinh co tri nho: can tap trung im tien cai thien yeu td Bang chung vat chSt (Tien nghi) va yeu td San pham dich vu (Wifi miln phi).
Dl cai thiln thi cac khach san nin tham khao cac reviews ciia nhdm gia dinh cd tie nhd vl cac tiln nghi dugc ua chudng nhat dugc chia se tren Booking.eom, chang han nhu xe dua ddn tir san bay, phdng khdng hut thudc, phdng gia dinh, chd vui chai cho tre em, dich vu
Khach san/
Nhom khjch hang Du lich cap ddi Du lich mdt minh Gia dinh cd tre nhd Gia dinh cd thanh thieu nien
Du lich doan nhom
San pham dich vu Sach se
** * - *
**
WIFI mien phi
*** **
* • *
*
Gia Dang gia
tien
***•
****
* *
***
Phan phdi Vi tri
*** *#
*** **
****
Bang chiing vat chat Tien nghi
*** •*
*•**
****
****
Con ngudi Su thoai mai
****
****
™
*
****
em, dich vu cham sdc siic khde Spa, wifi miln phi vdi chat lugng dudng truyin tdt.,. Dua tren cac reviews cua khach va tinh hinh thuc tl, Ghi chu: * -—>****; Muc do cdi thien tic thdp din
Nguon: Di xudt cua cdc tdc gid
Qua Bang 6 cho thay cac nha quan tri khach san 4 sao tai Quang Ninh nen cd nhiing cai thien chien luge marketing dich vu linh hoat theo timg nhdm khach hang muc tieu ciia khach san, cu the nhu sau:
Thic nhdt, ddi vdi cac khach san cd nhdm khach hang muc tieu la nhdm du lich cap doi vd du lich mgt minh: citn tap trung uu tiln cai thien yeu td Con ngudi - nhan viln khach san de tao su thoai mai cho khach hang va yen td Gia lien quan den cam nhan dang gia tiln ciia khach hang. Thuc vay, theo reviews cua cac khaeh hang, mgt sd khach san thudng thu 3% phi dich vu khi khach hang thanh toan qua the VISA ma khdng thdng bao trudc cho khach hang, hay phi dd udng tinh gia cao, tinh phi don 2 chiiu ciia khach ttong khi khach chi cd nhu cau sii dyng dich vu dua ddn 1 chiiu... Do dd, ttong thdi gian tdi, cac khach san nin cai thiln cac dich vy cung cdp, xem lai phuang an tinh phi dich vy dl cd thi dem lai cho cac khach hang trai nghigm dich vy hoan hao, tao su thoai mai cho khach hang khi sii dung dich vu tai khach san. Thir hai, ddi vdi cac Ichach san cd nhdm khach hang muc
cac khach san se cd the dua ra giai phap cai thign boat dgng Marketing hieu qua. Thic ba, ddi vdi cac khach san cd nhdm khaeh hang myc tieu la nhdm gia dinh co thanh thieu nien: can tap trung uu tien cai thien yeu td Bang chiing vat chat (tiln nghi) va yiu td Con ngudi - nhan vien khac san (su thoai mai). De cai thiln thi cac khach san nen tham khao cac reviews ciia nhdm gia dinh cd thanh thieu nien vl cac tien nghi dugc ua chudng nhat dugc chia se tren Booking.eom, chang han nhu cac hoat dgng ngoai trdi, cac boat dgng kit ndi gia dinh (cac Idp hgc nau an, pha chi...). Cudi ciing, ddi vdi cac khach san cd nhdm khach hang muc tieu la nhdm du lich doan nhom: can tap trung uu tien cai thien cac yen td liln quan din Bang chiing vat chat (tiln nghi) va Con ngudi (su thoai mai) va Phan phdi (vi tri/dia diim). De cai thiln yiu td Phan phdi, cac khach san cd the tim kilm hay dau tu cac dia diem du lich (cac khu chg, cac khu vui chai, diem kham pha van hoa...) gan vdi vi tti khach san, qua dd tao su thuan tien cho khach hang khi di chuyen, di lai.
Tuy nhien, bai nghiin ciiu cdn mgt sd han chi ma nhirng nghiin cim tilp theo cd the cai thiln. Thir
So 141/2020
.khoa hoc ^
"thifdngmai 47
OUAN TRI KIMI DOAMI
nhdt, pham vi nghiin cim cua bai chi nam trong pham vi la cac khach san 4 sao ttin dia ban tinh Quang Ninh nen cd thi anh hudng tdi tinh tdng quat hda cua bai. Nhirng bai nghiin ciru ve sau cd thi md rgng them cac dia phan lan can va cac khach san 3 sao va 5 sao de dem lai nhirng cai nhin tdng quan han. Thic hai, khung phan tich ciia nghien ciiu dugc ke thira tir thang danh gia ciia Booking.eom nen mdi chi tilm can din cac yeu td San pham dich vy, Gia, Phan phdi, Con ngudi. Bang chiing viit chat theo tiep can cua chien luge Marketing hdn hgp dich vy, bai nghiin eiiu tiep theo du kien se phuc tap hda khung phan tich cua nghien ciiu bang vile bd sung thim thang danh gia liln quan din yiu td Quy trinh va Xiic tien hon hgp tai cac khach san.^
Tdi liiu tham khdo:
1. Delbert Hawkins, David Mothersbaugh (2015), Consumer Behavior: Building Marketing Strategy, 12* edition, McGraw-Hill Education.
2. Del I.Hawkins, Roger J.Best, Kenneth A.Coney (1992), Consumer Behavior: Implications for Marketing Strategy, 5* edition, Richard D Irwin.
3. Le Thi Tuylt, Nguyin Anh Tru, Vii Thi H5ng Nha, T r k Thi Thuang, Trin Hihi Cudng (2014), Nghien ciru su hdi long cita du khdch ngi dia ve chdt lugng dich vu tgi Ldng Co Dudng Lam, Tap chi Khoa hgc va Phat tiriin, S6 12(4), tt.620-634.
4. Lim Van Nghilm (2008), Marketing dich vg, Nha xuat ban Dai hgc Kinh ti qudc dan, Ha Ngi.
5. Michael R.Solomon (2016), Consumer Behavior: Buying, Having, and Being, 12* edition, Pearson.
6. Ngd Nguyen Quy, Nguyin Van Nggc (2015), Ddnh gid mice do hdi long cua khdch hdng doi vdi dich vu tgi khdch sgn Novotel Nha Trang, Tap chi Khoa hgc - Cdng nghe Thuy San, sd I, tr.l46-15I
7. Nguyen Hue Minh, Nguyen Thu Ha, Phan Chi Anh, Yoshiki Matsui (2015), Service quality and customer satisfaction: a case study of Hotel industry in Vietnam, Asian Social Science, Vol.11, No.10, pp.73-85
8. Nguyin Qudc Nghi, Phan Van Phung (2011), Cdc nhdn to dnh hudng din mice do hdi long cua khaeh hdng ddi vdi hi thdng khdch sgn d thanh pho cdn Tha, Tap chi Khoa hgc, Trudng DH Cdn Tho, sd 18a, tr.25 8-266
9. Nguyin Thu Ha, LI Thi Tii Anh, Binh Thi Thuy Na, Phung Thi Xuan Huong (2018), The Inflienee of Service Quality in Tourism on Tourist Satisfaction: The case of Hanoi Old Quarters, Proceeding of Intemational Conference on Marketing in the Connected Age (MICA-2018), Danang, Viemam.
10. Nguyin Van Manh, Hoang Thi Lan Huang (2013), Qudn trf kinh doanh khdch sgn, Nha xuat ban Dai hgc Kinh ti Qudc dan. Ha Ngi.
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12. Philip Kotler, Kevin Lane Keller (2015), Marketing Management, 15'^' edition, Pearson.
Summary
Understanding the needs of customers to improve the quality of tourism services is consid- ered an important solution to improve the perform- ance of Vietnam tourism, increasing the proportion of intemational visitors remming to Vietnam. The study presents the analysis of the behavior of cus- tomers who had experienced services at 4-star hotels in Quang Ninh in 2019 using the database of the.
Booking.eom that collected feedbacks firom domes- tic and foreign tourists on hotel service quality fac- tors includmg cleanliness, wifi, value for money, location, facilities and comfort. The analysis indi- cated the characteristics of consumer behavior and the perception of hotel services which can be used as a basis for managers to adjust their service mar- keting sttategies to improve service quality for cus- tomer satisfaction.
khoa hoc .
thifihtg'mai' So 141/2020
