TAP Cll CONE TltfdNG
PHAT HUY L0I THE CANH TRANH DIEM DEN DU LICH TINH TIEN GIANG
• PHAN TH! THANH THUY - TRAN PHAN DOAN KHANH
TOM T A T :
Nghien cffu nham de xua't vd thff nghiem mot mo hinh dffa tren 1> thu\ei ve ldi the canh iranh (LTCT). vac dinh ihanh phan quye't djnh kha nang canh tranh cua du lich linh Tien Giang.
KOiqua nghien effu chi ra cd 6 yeu lo cua LTCT diem den du lich, gom: Yeu to tff nhien, lich sff \dn boa xd hoi. nguon nhdn lffc. gia ca. eha't Iffdng. cdsd ba tang.
Tff khoa; Canh tranh. ldi the canh iranh. diem den du hch. ehien Iffdc. Tien Giang.
1. Dat v5n de
Nghien cffu \ e LTCT chu \e'u trong linh vffc san xud'l hang hda, ngffdi ta biet rai it ve kha nang canh tranh trong dich vu (Poner, 1990. trang 239.
Palmer. 1985; Sapir. [9S:: Siniscalo. 19S9i. Tien Giang Id tinh thuoc khu \ffc Dong bang vong Cffu Long, cd v\ tri giao thong thuy. bp ra't thudn ldi.
\di tiem nang du lich rat ldn. Trongqud trinh phat Irien. du lich Tien Giang da tdng effflng ddu tff. da dang hda san pbam vd luon nang cao cac tieu chuan cua nganh. Ben canh nhffng kel qua dat dffdc. du ljch Tien Giang \dn eon gap khong it khd khan va thach thffc. Kha nang canh iranh cua du lich Tien Giang con ban che ti^dc sff canh tranh ga> gdi cua du Uch Irong khu \ffc \a cJ nffdc. \ an de ddt ra doi \di du licb Tien Giang la pbai xac dinh \d phat huy dffde nhffng LTCT.
Dicb Co\ id-19 dang la mo'i de dga khijng khie'p den tinh mang con ngffdi \d ea nen kmh te tff san xud't den thffdng mai dieh vu cua Trung Quo'c noi rieng vd cac nffdc chau A ndi chung Du lieh Id mgi nganh cdng nghiep khdng khdi chiu anh hffdng ndngne iff dai dich na\ \"di nhffng khd khan dang gap phai. nganh Du lich cdn phai bien thdch thffc thanh cd bdi. coi da\ Id tbdi diem ihich hdp de nganh idi cdcau boat ddng lam mdi diem de'n. xac dmh LII ihi irffdiii; irong dieiii \a ngudn khach. Do
dd, can ihiet phai cd cai nhin todn dien \ c LTCT Clia du lich va cac yeu to'anh hffdng den LTCT.
Day la cd sd de cac nhd quan ly sff dung cac nguon lffc ve tff nhien. vdn. nhan lffc. chinh sdch mpl cdch hieu qua.
2. Cdsof ly thuye't \a mo hinh nghien cihi Canh tianh: Theo quan dieni ciia Bernard Baruch: Giao sff Tdn Thai Nguyen Tbiem (2005) cho rdng: "Canh tranh trong thffdng irffdng khdng phai la diet trff do'i thii ciia niinh md chinh la mang lai cho khdch hdng nhffng gid tri gia ldng cao hdn hodc mdl la hdn de khdch hang lffa chon minh chff khdng phai dd'i thii".
Left the cgnh tranh: Theo Porter (1995) cd 2 loai LTCT cd ban la chi phi ihap va khac biet hda. Ldi the chi phi tha'p xua't hien khi cung cd'p cho ngffdi mua tien ich (gid tri) tffdng dffdng nhffcdc ddi diH canh tranh nhffng chi phi tich lii\ tff viec thffe hien cdc hoat dgng gid tri tha'p hdn. Ldi the' khae biel hda xua't hien kbi cung ca'p nhffng lien ich (gia tri) ddc ddo so vdi dd'i thii canh tranh nen ngffdi mua van hdi long vdi mffc gid cao hdn binh ihffdng va vUdi trdi so vdi phdn chi phi tdng them de tao ra tien ich (gid tri) ddc dao dd.
LTCT dffdc dinh nghTa Id "kha nang cua mplt6 chffc de tao ra mdt the dffng \ ffng chdc hdn dd'i diu canh tranh eiia nd" (Li et al.. 2()0d), Tff "dcdg du
164 So 3 - T h a n g 2 202C
KINK DDANH
lich, Dwyer. Forsyth va Rao (2000- 9) mo la kha ndng canh tranh nhff mgl khdi niem ehung bao gdm sff khde biel ve gid cung vdi bie'n ddng ty gid, mffe ndng sua't ciia cdc thdnh phan khac nhau eiia cdc Ihanh phan ciia ngdnh Du Hch vd ye'u id'dinh linh ha'p dan hay ndi edch khae la diem de'n.
Md binh nghien cdu: Theo James Craig &
Rober Grant (1993;p.93) cac ye'u to quye't dinh den LTCT bao gdm cac ngudn lffc ben trong (tiem lffc) vd cdc ngudn lffc ben ngodi (cac ye'u to'thanb cdng ihen chd'tl Nghien cffu eua (Saayman & Saayman, 2008: 83) cho rdng cdc ye'u to'da chieu anh hffdng de'n ngdnh du lich can dffdc quan ly de dai dffdc vi Ihe'canh tranh hdn cd the dffdc chia thanh cac ye'u tdben trong vd ben ngoai.
Ngudn life ben irong cua LTCT: Nghien cffu thffc nghiem ciia Dirk Morschett et al (2006) cho rdng ngodi gia ca va cha't Iffdng Id 2 LTCT cd ban, Ihl nguon nhan lffc va tin cay cung ddng vai trd quan trpng lao ra LTCT. Cha't Iffdng pbdi dffdc xem xdt loan dien. bao gdm: Cha'l Iffdng, chung loai, qud trinh cung ca'p hdng hda dich vu vd cd khia canh marketing. Gia ban bao gdm gia ndi chung va mffc gia cho cac loai hang hda dich vu cu the.
Theo quan die'm ciia Porter (1995) edc yeu to quye'l dinh den LTCT chinh la nhffng yeu id' gdp phan ha tha'p chi phi hodc ndng cao hieu quii cua ngffdi diing dap ffng lieu chuan sff dung va tieu chud'n nhan da'u hieu nban biel ctia hp. Tdn That NguySn Tbiem (2003) cho rang LTCT the bien d khd ndng khdng ngffng tao ra gia tri gia tang vffdt trgi cho khach hdng trffdc cac dd'i thu. Ldi the dd dffdc quye't dinh bdi cdc ye'u to': Cha't lffdng san pham dich vu; (ii) Thdi gian la di trffdc mpt bffdc ldm racai la; (iii) Tin cay the hien d sff chdc chan hffa di^u gi lam dffde deu do; (iv) Gid ca hdp ly vd hdp Ihdi.
Gid ihuyet HI: Gid ca san pha'm dich vu du licb cd md'i tffdng quan den LTCT.
Gid thuyel H2: Cha't lffdng san pham dich vu cd md'i tffdng quan de'n LTCT.
Gid ibiiyei H3: Ngudn nhan lffc cd md'i tffdng quan den LTCT.
Gid ibiiyel H4: Sff tin cay cd md'i tffdng quan den L T C T !
NguSn lUc ben ngodi ctia LTCT: Porter (1995) da md ta cac yeu to' ben trong la ldi the' tdn tai trong chinh cdng ty va cac ye'u id'ben ngoai khdng die kiem soat dffdc. vi du nhffcd sd ha tang, chat
Iffdng mdi irffdng kinh doanh qudc gia. kha ndng tie'p can. tie'p thi va sff da dang cua dich vu du lich cung nhff phdi trien k\ ndng.
Nghien cffu cua Hiong (2007) cho Iha'y du lich dffa tren tai nguyen thien nhien phong phu la mdt diem thu hul dffdc ca khdch du lieh trong nffdc vd qud'e le lim kie'm. Tren thffc te. nghien effu xac dinh eae boat ddng dffa tren thien nhien nhff Ihffdng thffe ve dep ciia thien nbien. tham ngffdi dan ban dia va cac ldng xung quanh dffdc khach du lich chap nhan. Theo Ibrahim (2010), sff ha'p dan Iff nbien; phat trien \d eung cd'p cd sd ha tang du lich (khdch san/kbu du lich. tnen lam gido due, giai tri va nhan thffc cgng ddng) vd phat trien kinh te-xa hdi (hoat ddng kinh le, sff tham gia ciia edng ddng dia phffdng vd nhffng cd hdi mdi), la mdl irong nhffng ly do Ibu hut khach du lieh de'n thdm diem de'n tai dja phffdng.
Gid ihuyel H5: Ye'u id' iff nhien cd md'i tffdng quan de'n LTCT.
Gid ihuye'i H6: Lich sff vdn hda cd md'i Iffdng quan den LTCT.
Gid ihuyel H7: Cd sd ha tang cd mo'i tffdng quan den LTCT.
Vdi 7 gia thuye't dffdc de xua't md hinh nghien cffu dff kien dffdc sff dung:
Hinh I: Mo hinti nghien ciJu
[ NGUON NHAN LLfC )
3. Phffdng phap nghien cffu
Xdy dffng thang do: Dffa vao ket qua cua cac nghien cffu trffdc, nghien cffu thffe nghiem, thffe tidn dia phffdng sff dung k\ thuat thao luan nhdm tham khao y kie'n cua cae chuyen gia va khdeh bang vdi muc dich dieu chinh vd bd sung cac bien quan sat dimg de do lffdng LTCT. Ta't ca cac bien quan sat trong md hinh nghien cffu dffde do Iffdng bdng thang do Likert iff 1 de'n 5 diem (1- Hoan todn khdng dong y den 5 - Hodn toan ddng y).
(Bang 1)
So 3 - T h a n g 2/2020 165
TAP CIJ CdNG TlUllNG
B a n g 1. Thang d o v d n g u 6 n g o c t h o n g d o n g h i e n cCru Khai iy$m ngNen ctjtu So quan sat Ky vpng N g u ^ goc thang do Giaca
Chat luong
Dirk Morschett et al (2006); Porter (1995);
" Ton That Nguyen Thiem (2003); Saayman & Saayman (2008) Su tin cay Dirk Morschett et al (2006); Tdn That Nguyen Tbiem (2003)
Ngudn nhan luc D i * Morschett et al (2006), Porter (1995),
Tdn That Nguyen Thiem (2003); Saayman & Saayman (2008) Yeu Id tu nhien
\ ^ n hoa - Xa hoi , Co sd ha tang
Porter (1995), Er Ah Choy Nur. Helwa Ruslan (2018);
Dr Engeiina du Plessis Prof Melville Saayman (2015),
• Ibrahim (2010)
Phffdng phdp chgn mdu vd thu thap sd lieu:
\ a c dinh quy md mau ca md binh phdn tich khdm pha theo Hair et al (2006) kich thffdc mau dffdc xdc dinb dffa vdo (i) mffc ldi thieu Id 50 \ a (li) sd'Iffdng bien dffa vdo phdn lich cua md hinh cd the ti le 5:1 hay 10:1 vd khi li le cdng ldn lhi sai s6 mau cang nhd. Dff lieu sd cap thu thap tff cdc ngudn (i) hdi thao chuyen gia nhdm cac nha khoa hpc nhd quan ly \ e ITnh lffc du lich (ii) nghien cffu trffc iiep qua phffdng phdp phdng \ an trffc tie'p 450 khdch du Ijch tai cdc diem den tren dia ban tinh Tien Giang.
Cdng cu xff 1\ thdng tin: Nghien cffu nay sff dung phan mem SPSS 20 0 dc xff ly sd lieu, phan tich he sd Cronbach's Alpha dffdc sff dung trffdc de loai cac bie'n khdng phu hdp.
phan tich cac nhan td kham pha EFA (exploratapi factor anahsis). phan lich hdi qui luye'n tinh de xac djnh cdc ye'u id' anh hffdng de'n LTCT du hch.
4. Ket qua nghien effu va thao luan 4.1. Dgc diein ciia dd'i ttiOng khdo sdt Ddi Iffdng phdng van Id 450 du khach dang tham quan tai cdc diem den Tien Giang \a cd 32 phieu hi loai do cd cau tra ldi khdng phii hdp. (Bang 2)
4.2. Bdnh gid dg tin cgy ciia thang do Kct qud phdn tich dp tin ca\ cho tha'y he so' Cronbach's Alpha Clia cac thang do deucd gia in tren 0.60. Thd'p nha't la diang do cd sd ha uing (a = 0.791). eao nha't la thang do van hda
\d hdi the hien (a = 0 90S). Tone so'quan sat ban dau Id 41 quan sai. ke't qua ddnh gia dd tm cd\ khdng ioai bd bien ndo. Nhff \ d \ . td't ea cdc bien quan sat se dffdc sff dyng trong phdn tich nhdn id kham pha lEFA). (Bang 3)
Bang 2. Thong tin c h u n g v e d o ! tiJdng dUcfc k h d o sdt
Ch! mu
1 Theo qudc tfch - Ndi 6\a
• Qudc te Trong do Chau A
ChauAu Chau Uc Chau My Khac 2. TTieo gidi tfnh
So luong (ngudi)
218 200 42 50 20 80 8
ryl«(%
52.16 47.85 2100 25.00 10.00 40 00 4.00
- Nam -NO
198 220
47.37 52.63 3 TTieo tthotv tuoi
-Dudi 18 tuoi -TU18dendu6i30tu6i - Tu 30 den dudi 45 tudi - TU 45 den dUdi 60 tuoi - Tren 60 tuoi
1 24 [ 86 107 105 96
5.74 20.67 26.00 2512 22.97 4. Ngltetighi^p
- Kmh doanli - Cdng ciiUc/vien ctiUc - Nhan vien van phdng
• Sinh vien - Nghi huu
93
; 67 96 30 105
22.25 16.03 7.18 22.73 25.12
166 So 3 - Thang 2,'2020
Chl lieu 5. SSiSn tSert Tien Giang - Dau tien
-Lan 2 - TfSn 2 iSn 6. Hinti thtic liu Itch - Tu to ChUc - Theo tour - Khac 7 Jltdi gian du IjCti - Duoi 1 ngay -1 ngay - 2 ngay - Tr§n 2 ngay 8. Miic dtch chuyen di - Giai tri
- Cflng lac - Khac
Ngitiiii Sd luong
(ngudi)
305 78 35
115 278 25
232 120 38 28
325 61 32
TyiS(%)
72.97 18 66 8 37
27.61 66.61
^ 5 98
T 55.50 28 71
9.10 6 69
^ 77.75 1 14 59 1 7.66 .• Kcl t/iid plidii lich SPSS tit
sdlieu kltdo sdt. 2019
Bang 3. Ke't qud phan tich do tin c d y qua he sd Cronbach's Alpha
I So Ma hda quan
sat
Cronbach's I Alpha 1 Gia ca
2 • Chai luong 3 Tin cay 4 Ngudn nhan IL/C 5 I Yeu to tu nhien 6 I Van hda - Xa hdi 7 , Co sd ha tang 8 Lpi the canh iranh
PRIT 4 I 0.829 QUAT I 5 I 0.884 I
RELT 5 I 0,899 HRT I 5 0.808 NATT , 4 0.842 CULT I 5 ^ 0.908
INFT I 6 0.791 COMP 5 0.867
Ngue'm: Kel quel phdn licb SPSS id .sdlieu khdo sal. 2019
KINH DOANK
Thang do LTCT ctia diem den Tien Giane gdm 7 thdnh phan: CULT. QUAT. RELT INFT. NATT. HRT va PRIT vdi 37 quan sdt dai dd tin cay Cronbach's Alpha dffdc dffa vdo phan tich nhan td'kham phd.
Bdng 4. Ke't qud EFA KMO
Barllett's Test of Spnencity (sig ) 0.000 Tdng phi/ong sai tn'ch (%) 66.539
A iiudn Kel cpid phdn Ifch SPSS ni 'id lieu khdo sut. 2019
Ket qua phdn iieh nhdn to'dffdc trinh bdy i3 Bang 4 eho tha'y he sd 1 > KMO > 0.5. mffe y nghia F'f (sig. = 0.000). long phffdng sai trich ldn hdn 50% (66-539''r l cho biet 7 yeu td nay gidi thich dffde 66.539''^ bie'n thien eiia dff lieu.
Ket qua phan tich hoi quy dffdc trinh bay d Bang 5 cbo tha'y: Gid tn Fciia mdhinh 112.150 va gia tri Sig F = 0.000. ehffng td cd nghTa la ton tai md'i quan he tuye'n tinh giffa LTCT vdi it nha't nidt trong cdc yeu td la bie'n ddc lap, nhff vay md hlnh hdi qui tuye'n iinh dffdc dffa ra phii hdp vdi dff lieu. He so' R- = 0 658 tffc md hinh giai thich dffdc 65.S09f sff bie'n thien cua LTCT bdi mdi quan he tuyen tinh cua cdc nhdn Id'Idc ddng (Bang 5).
Nghien cffu cung tie'n hdnh mot so' kiem dinh nhff phan phd'i chuan va gia djnh ve hien Iffdng da cdng tuyen va sff iffdng quan, td'i ea deu dat yeu cau. Cu the\ dffa vao he so phdng dai phffdng sai VIF cua cac bie'n cd the Ihay khdng cd hien tffdng da edng luyen xay ra vl VIF cua cdc bien dau be hdn iO (Hodng Trpng - Mdng Ngoc. 2008). Ket qua he sd Durbin Watson cua md hmhd= 1.4.^6 tie'n tdi gid In 2.
Dodd. hien tffdng iff tffdng quan chudi bae nha't khdng anh hffdng den \' nghTa cua md hlnh hdi qui (Hair etal.. 2010).
Trong ta't ca 7 bie'n dffdc dffa vdo md hinh thi cd 6 bien giai thich dffdc mffc do anh hffdng de'n LTCT d cac mffc > nghTa iff \% de'n 5%.
Gia tri Beta chuan hda cua cac bien nay cho thav cd 5 bie'n ddc lap cd md'i quan he thuan chieu de'n ldi the' canh tranh, 1 bien cd lac dpng nghich chieu de'n LTCT id bien gia ca, Va cac bie'n dffdc the hien Iheo mffc dp quan
So 3 - T h d n g 2/2020 167
TAPcmcdNETiinrNG
Bang 5. He so i/dc liJdng c u a c d c bien h-ong mo hinh hoi quy
Mohlnh Hang so Van tioa - Xa hoi Chat luong Tin cay Co so ha lang Tai nguyen thien nhien Nguon nhan luc Giaca
Bien phu (huge. Loi the c.
R':0 668
Bchtia chuan hoa
-0.002 0.152"
0.092*
-0 044ns 0.092- 0.525"
0.109"
-0.120"
anh tranh
Sai so chuan 0.040 0.040 0.040 0 040 0.040 0.040 0.040 0 040
F Beta chuan hoa
0.152 0.092 -0.044 0 091 0.524 0.109 -0.119 Durbin-Watson'
112.150, sig.F
L
1
1
_L
MOey t -0 038
3 784 2.282 -1084 2.278 13.036 2.712 -2.976 1.456
0.000
nghTa Sig.
0.970 0.000 0.023 0.279 0.023 0.000 0.007 0.003
VIF
1.328 1.248 1.733 1.112 1.007 1.000 1.016
1
Ghi i hii V nglua den 1^,'r:*- y nghTa dcn 3'"c khom; eu y nghia
\gudn Ki't cpiet phdn lich SPSS id sd heu khdo scil, 2019
irpng tff cao de'n tha'p nhff sau Tdi n g u x e n Ihien nhien |(),524). vdn hda - \d hdi I().t52). gia ca (-0.119). ngudn nhan lffc (0.109). chat Iffdng (0.092). cd sd ha tang (0.091). Bien cdn lai sff iin cay (RELT) kbdng anh hffdng de'n LTCT du licb iinb Tien Giang.
Mffc dp the hien lam quan trpng ciia cac bien phil hdp vdi thffc le cdc dia diem du licb d Tien Giang- vung Dong bdng Sdng Cffu Long. Da sddu khdch khi tham gia du iich vung Ddng bdng Sdng Cffu Long ndi chung va Tien Giang ndi rieng bp cam thay hffng thu va dffdc trai nghiem mdi me vung song nffdc kenh raeh di lich \an hda dam cha'i ddn dd. khac biei \di cudc sd'ng .\a hoa d khu dd ilii. Cam nhdn mdi la \di ldng que thanh binh.
khdng khi trong ldnh. di chuyen bang nhffng tdu be thuyen nho len ldi trong cac kenh raeh va nhffng ngffdi dan dia phffdng cha't phdc. mdc mac day ldng hie'u khach la nhffng gia trj cd't ldi quan irpng nhal de thu but du khach tham quan Tien Giang.
Ben canh dd, yeu id'gia ca cung gdp phan quan trpng khdng kem khi loai hlnh du lich d cdc linh Ddng bdng sdng Cffu Long tffdng dd'i gidng nhau nen gia re hdn nhffng cha't Iffdng nhff nhau thi sc canh iranh hdn. Nganh Du Ijeh d Tien Giang can duy tri tai nguyen thien nhien vd di san cho sff phdt tnen ben vffng va ddc dao. Ngoai ra, Tien Giang cung can eai tao ngudn nhan lffc. cha't Iffdng, cds^l ha tang du licb de du khach cd the d lai lau hdn vd thu hut nhieu khaeh du lich kbdc de'n thdm •
TAILIF:LTH\MKFLAO:
/ Tdn Thdt Nguyen Thiem (2005). Thi trudng. cbien hide, ea cdu: Canh iranli ve gid iri f-ia ldng, djnh vi vii phdt Irien doanh nghiep. NXB Tdng hop TP. Ho Chf Minh
2 Aknim Sadat Hosseini. Sanaz Solium and Mohammad Mehdizadeh (2018). Competitive Advaniage and lis Impact on .Ni'u Produci Development Straieg} (Case Study: Toos Nirro Technical Firm). Jcnimal of Open Innovation:
Technolog\. .Market, and Ccmiple.xity.
3 Er .\h Clw\ Sur. Hch\a Ruslan t201Sl Detenmnants of Competitive Advantage in the Tcnirism Sector of l^m^kaxul-ilanJ.Kidc.h Journal ofTounsm. Hospiialin &CuliiiaryArlslJTHCAl.Vi>l. lOt 11. pp60-72.
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KINH DOANH
4. Lngelina tlu Plessis, Mt h die Saayman (2015). What makes South African Tcmrism compeiili\ e? African Journal ofHospitaliiy. Tourism and LeisureVol4 (2) - ISSN- 2223 S14X.
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6. Jie Zliang. Camilla Jensen (2007). Comparative advantage explaining lourism flo^vs. Annals ofTemi ism Research.
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275-287.
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10. Pcmter. M.E(1990). The ccmipeiilive aclvanlage of luUicms. New York: The Free. Press
Nga\ nhfin bai: 4/12/2019
Ngay phiin bi^n danh gia va siJii chiia: 14/12/2019 Ngay chfi'p nhfin dang biii: 2/1/2020
Thdng lin ldc gid:
ThS. PHAN THI THANH THUY ThS. TRAN PHAN DOAN KHANH
Khoa Kinh t e - Lufit, Trifdng Dai hpc Tien Giang
PROMOTING COMPETITIVE ADVANTAGES OF TIEN GIANG PROVINCE'S TOURISM DESTINATIONS
• Master. PHAN THI THANH THUY
• Moster, TRAN PHAN DOAN KHANH Faculty of Economics a n d Low
Tien Giang University
ABSTRACT:
This study is to propose and examine a research model which is based on the iheory of competitive advantage to determine factors affecting the competitiveness of Tien Giang province's tourism industri'. The study's result shows that the competitiveness of a lourism destination is affected by six following factors, namely nature, socio-cultural history, human resources, pnce. quality, and infrastructure.
Keywords: Competition, competitive advantage, tourist destination, strategy. Tien Giang province.
So 3 - T h o n g 2/2020 169
