NGHIEN CUU-TRAP DPI ^
ThL/c trgng va gidi phdp
PHAT TRIEN DU LICH CAN THOl
tineo hudng ket ndi sdn phdm du Ijch vung dong bang song CCfu Long
PCS. TS. LUU Thanh BUtc Hai'
2.
(Ii<?i thieu:
Can Thd, ndi menh danh la thu phu mienTay, la t r u n g t a m k i n h t e - v a n hda ciia vffng ddng b^ng sdng Cffu Ldng (DBSCL) nSm ngay ben bd song Hau hien hda, c6 dia hinh thuoc dang ddng b^ng phff sa chau thd tha'p, bSng phang, cd he thdng song ngdi, kdnh rach chSng chit, cung cS'p mot trff Iffdng nffdc kha Idn cho nhffng vffdn cay an trai bdn mffa xanh tffdi, nhffng canh ddng Iff a bat ngan. Con ngffdi C^n Thd chSn thanh va hidu khach, Id'i sdng mdc mac mang dam s^c thai van hda cua vffng song nffdc... Ta't ca nhffng didu dd da tad nen bffc tranh binh di nhffng rat del an tffdng vdi du khach thSp phffdng khi chi mdt lan gh6 tham Can Thd. Tff day cd the khang dinh Can Thd cd Idi the ra't Idn trdng viec khai thac cac gia tri tff nhien san cd, dac biet la trong linh vffc du lich sinh thai va du lich sdng nffdc.
Mdt va'n de dang quan tSm hien nay la sff trffng l^p san pham du lich giffa cic tinh treng khu vifc gay chd du khach sff nham chan ddi vdi cac diem den. Ma va'n de cdt loi la do giffa cac diem du lich nay ehffa c6 sff lien kdt ldl, ehffa cd mot hoach dinh ro rang trong hoat ddng. Do vay, viec phan tich cac nhan td anh hffdng den chSft Iffdng dich vu du lich, xac dinh san pham du lich dac thff cho tffng dia phffdng, tien den lien ket du lich chinh la mdt trong nhffng va'n dd quan trong dd phat trien du lich cua thanh phd Can Thd ndi rieng va du lich vffng BBSCL ndi chung.
Muc tieu va phffdng phap nghiCn ciiti:
Chuyen dd nay dffdc thifc hien nhSm danh gia thffc trang hdat ddng kuih doanh du lich va cha't Iffdng du lich cua TP.Can Thd trdng thdi gian qua, ddng thdi nhan dang san pha'm du lich v j san pha'm du lich dac thff; xac dinh cac khuynh hffdng phit tridn du lich tai TP.Cin Thd, tff dd de xua't met sd giai phap nhSm nang cao chat Iffdng cic dich vu du lich tren dja ban thanh phd u-ong thdi gian tdi.
Vide danh gia cha't Iffdng dich vu du lich ff-Sn dia ban TP. Can Thd theo md hinh IPA, Cac chi ti6u de danh gia cha't Iffdng dich vu du lich la md hinh chi tieu RATER (Ydu td httu hinh, Sff tin cay, Tinh than trach nhiem/kha nang dap ffng, Sff dam bao va SiJ cam thdng) cfla Parasuraman.
' Gidng vien Khoa Kmh te & QTKD Truimg Bai hoc Can Tha. E-mail [email protected].
BT: 0913136026
^ ^ TAP C H i KHOA HOC C A N THCJ
NGHIEN CJU-TRAP B 6 |
i 3 * Thi^c t r ^ n g ho^t ddng du ijch C^n Thd trong thdi gian qua:
Bang 1: Sd' l l n ddn t h a n h phd' C i n Thd cua du khach S 6 ' l l n ddn
I lln 2 - 3 l l n 4 - 5 lln Trdn 5 lan
" Khach ndi dia ' ' • ^ % ™ ^ T i n sul't (lffc;ft khach)
96 81 38 54
T i l 6 ( % ) 35,7 30,1 14,1 20,1
" - • Khach qudc 16' T i n sul't (Iffi^t khach)
72 5 3 1
Ti le (%) 88,9
6,2 3,7 1,2 Nguon: Tdng hap, tinh todn tC( 350 mdu phdng vdn du khdch Ket qua ph§n tich v^ s6' l^n d6'n TP. C i n Thd cua du khach difa tren s6' li6u dieu tra trUc liep 350 du khSch trdn dia b^n th^nh ph6', so li6u 6 Bang I cho thay du khdch d^u da d6'n TP. Can Thd tOf I den 5 lan. C6 nhieu khdch noi dia den day difdc 2 - 3 lan (chi6'm 30,1%), 4 - 5 lan (chiem 14,1%), tham chi la tren 5 lan (chiem 20,1%). NhiJng du khdch n6i dia den Can Thd nhieu lln chu yd'u Ik di du lich kd't hdp vdi di cong tdc. Du khdch qu5^c t^ d^n Can Thd lan dau lien chid'm t^ le rS't cao 88,9%. S6' lifdng du khdch qu6'c l€ quay lai nhieu lan thi cung chu yeu Id kd't hdp di du lich, cong Ide, hoc tap hodc Iham ngifdi than. Dieu nay cho thay la du lich C i n Thd chifa du sd'c thu hut cdc du khdch quay lai nhieu lan.
Cdc boat dong vui chdi, giai tri tham quan la ra't quan trong. N6 kich Ihich du khdch tang chi tieu va nd ciing the hien mot san pham du lich da dang vd chd't lifdng. Theo k^'t qua k h a o s a t du k h a c h thd' hien of B a n g 2 thi da p h I n du khach de'n thanh pho' Can Thd thich chon tham quan cac d i ^ m d u dich, vtfdn sinh thai va ho cflng tham gia vao mot so'boat dong vui chdi tai cdc dia diem nay.
Bang 2: Do hS'p d§n cac hoat ddng vui chol giai tri trdn dia ban TP. C^n Thd
Hoat dong
Hai trai cay tai vffdn Bdi xudng ngam canh cau ea Tat dia b^t ca hai rau Thffdng thffc ddn ca tai tu' Tham quan lang nghe truyen thong Tham quan le hdi, di tich lich su", van hda Ve ngudn dn lai truyen thdng xffa
Sd'ngufdi tham gia 224 216 106 163 153 142 51
Gia tri nhd nha't 1 1 1 1 1 1 2
Gia tri Idn nha't
5 5 5 5 5 5 5
Gia trj trung
binh 3,81 3,88 3,62 3,97 3,73 3,78 3,63
D6 lech c h u I n
1,039 0,986 i
1,207 0,926 0,953 0,908 0,916 Nguon: Tong hop, tinh todn tit 350 mdu phong vdn du khdch Cdc hoat dong ve dem cung rat can thidt doi vdi du khdch, khi da trai qua mot ngdy tham quan cac didm du lich thi ve ddm da phan du khdch muon tif minh kham phd hoae muo'n tim kidm nhi?ng hoat dong vui chdi, gidi tri theo ^ thIch cua minh.
TAP CHI KHOA HOC CAN THO 2 5
NGHIEN CUU - TRAP BPI
Bang 3: Cac hoat dong vd ddm khach du lich thi'ch nhfl't tai C i n Thd DVT:%
Ho^t d^n^
Dao phd' Mua s^m
Thffdng thiJc cac mdn an ngon, dac s3n Ud'ng rtfdu, bia
Udng ca phd S& dung massage, spa Hdt karaoke
Di du thuydn, thffdng thffc ddn ca tai tiV Khae
Kh^chnQidia 26,6
7,4 27,5 4,4 4,8 1,3 1,7 25,8
0,4
Khach q u o c : | r a 22,2
2,5 58,0 2,5 1,2 0 1,2 9,9
2,5 Ngudn: Tdng h^, tinh todn t£t 330 mdu phdng vdn du khdch Kd't quS phdn tich & Bdng 3 cho thS'y, boat dOng thifdng thi^c m6n dn ngon, ddc sdn difdc sif yeu thich cua cd khdch du lich quoc te (58,0%) v^ khdch du lich n0i dia (27,5%). Hoat ddng di du thuyin, thifdng thUc ddn ca tdi tiJ du'dc nhilu khdch ndi dia ydu thich chi^m 25,8%, do dSy Id th^ loai vdn hda d§n gian ddc sdc ciia Nam bd. Hoat d0ng di dao phd' vi ddm cOng khd difdc i^a thich chi^m 22,2%
d^i vdi khdch qud'c te vd 26,6% ddi vdi khdch noi dia. Nhif vay, neu phdi hdp hoat ddng dao phd va thifdng thtfe mdn an ddc sdn se Idm cho du khdch thii vi hdn. Ta c6 th^ quy hoach nhffng khu phd an udng gan khu khdch hay di dao phd vCfa gidm nan bdn hdng rong trdn difdng, vCfa de ddng cho khdch tham gia cd hai hoat dong.
Bdn canh cdc boat dong vui chdi gidi tri thi dia di^m tham quan du lich cflng Id siJ quan tdm hang dIu ciia hau het du khdch. Bi^u di 1 cho thay, khdch du lich ddn vdi Can Thd quan tam tnfdc h^t Id nhffng cdnh dep tif nhidn (chiem 22,3%), kd ddn Id cdc di tich lich sff, vdn hda (chidm 16,8%), va nhffng dia didm nhff ldng ngh6 truyen thdng, le hoi truyen thdng ciia dia phffdng, cdc diem vui chdi gidi tri dan da cung dffdc quan tam.
Khdc 1 0 , 8 % Qudn nu-dv, nhd hdng d|c sdn Cdc di^m vui chvi gidi tri dan da Cdnh d^p tiF nhidn Ldng ngh^ truyen thdng Cdc khu pho budn bdn nhpn nhjp Cdc di^m vui chci gidi tri hi^n d^i LS h^i truyen thong cDa dja phiF^ng
Di tich Ijch SIP, van h6a
0% 5% 10% 15% 20% 25%
NguSn: Tdng hap. tinh todn tit 350 mau phdng vdn du khdch Biiu do 1: Dia diem du lich khdch quan tam tai TP. Can Tha
26 TAP CHI KHOA HOC C A N THCJ
NGHIEN C L T U - I R A Q D 6 |
^m Cac san pham du lich chii ydu:
Theo De dn quy hoach tdng the phdt trien du lich thanh pho' Can Thd de'n nam 2010, C i n Thd CO the td chffc eac loai hlnh du lich chii yeu sau:
- Du lich cdng vu, thffdng mai, hoi nghi hgi thao trien lam.
- Du lich tham quan, nghien cffu sdng nffdc Dong bang sdng Cffu Long - Du lich van hda le hoi va tam hnh.
- Du lich nghi dffdng thd' thao, vui chdi gidi tri nu'dc, - Du lich mua sam
- Du lich sinh thdi - Du lich cudi luan
Theo tdng ket cua Sd Vdn hda - The thao vd Du lich TP. Can Thd thi Can Thd dang phdt trien bdn loai hinh du lich trong diem sau: du lich sinh thdi song nffdc vffdn, du lich van hda truyen thong, du lich hdnh hffdng vd du lich gdn vdi hgi nghj. hgi thao, khen thffdng, trien lam (MICE).
Kd't qud khao sdl y kien du khdch the hien d IJieu do 2 cho thay, cd den 38,7% du khdch tra Idi rdng ho d'n Iffdng nhd'l vi cdc dia danh cua TP. C^n Thd nhff bd'n Ninh Kieu, chd noi, cau Can Thd, sdng Hdu, khu du lich My Khdnh... da dffdc nhiSu khach du lich gan xa bie'l den nhffng dieu ndy cung cho tha'y ring TP. C i n Thd ehffa xay dffng mot hinh anh nhan dien rieng vd dac thil cho minh. Do do, ve phia Sd Van hda - The thao va Du lich TP. Can Thd nen xem xel chgn nhffng dia danh n6i tie'ng d thanh pho' lam hinh anh tieu bieu trong chien Iffdc quang bd du lich ciia thanh phd'. An tffdng ke tidp cua du khach ve TP. Can Thd la dia hinh, khi hau ciia TP Can Thd (chid'm 33,5%). Dieu nay cung de hieu VI TP. Can Thd cd nhieu kenh rach va sdng ngoi, do dd khi hau d day ra'l mat me va de chiu ddi vdi du khach. Mot ddc trffng tie'p theo ma khdch du lich a'n tffdng de'n Can Thd ngoai cdc dia did'm du lich, song nffdc. miet vffdn do chinh la con ngffdi ndi dfiy. C6 den 16,9% du khdch da nhan xel ring ngffdi ddn Can Thd rat md'n khdch, than thien, nhiet linh va chan cha't. Dieu nay tao a'n Iffdng ra't dep trong long du khach.
^ ^ ^ ^ • Cac dia danh
^ , 3 % , ^ ^ ^ ^ ^ ^ ^ ^
• Dia hinh, khi h^u
• Lich si>, van hoa
Nguon: Tdng hap, linh todn tif 350 mdu phong van du khdch Bieu dS 2: An tuang cua du khdch ve thdnh pho Can Tha
Tff nhffng phan tich tren cho thay, TP, Can Thd nen lap trung phai trien loai hinh du lich MICE, vd xem nd la san ph^m du lich dac thu de phdt trid'n trong dai han. Viec phdi trien loai hinh du lich MICE con giiip TP. C i n Thd ldng kha nang lien ke'l ve du lich vdi cac tinh trong vung va tao sff thuan lidn cho du khdch. Thanh phd'C^n Thd se phai dinh hffdng trd thanh mot diem dffng chan than thien, hien dai va hd'p dan dd'i vdi moi du khdch. Bdn canh viec tap irung phdt trien loai hinh du lich MICE thi chiing ta cung quan tam nang cao cha't Iffdng cua hai loai hinh du lich sinh thdi va du lich van hda va xay dffng md hinh lien ket giffa 3 loai hinh du lich nay de tang mffc do hai long ciia du khdch de'n TP. Can Thd.
TAP CHI KHOA HOC CAN THO 2 7
NGHIEN CUfU-TRAP DPI
^m Giai p h a p nSng eao chS't lu'dng djch vu du Ijch theo Md hinh IPA:
Sff dung mo hinh IPA Id md hinh do Iffdng cha't Iffdng dich vu dffa vdo sff khdc bidt giffa ^ kidn ciia khdch hdng vi mffc dd quan trgng cda vide Iffa chon di du lich tai TP. C i n Thd vd mffc do thifc hien cdc chi tieu ve mffc do hdi ldng eiia du khdch sau khi dl du Ijch tai TPt'Can Thd (Bdng 4).
T&p t r u n g phat tridn
Theo kd't qud efla md hinh IPA trong 20 nhan id cd 7 nhdn td ndm trong d tap trung phdt trien.
Cdc lieu chi Id "di^u kidn vd sinh mdi trffdng", "ky ndng giao lidp ciia nhdn vidn", "sff quan tam ciia nhan vidn", "tinh kip thdi trong phuc vu cua nhan vidn", "cdc hoat ddng vui chdi, gidi tri", "mffc d6 chuydn nghiep cfia nhdn vidn" vd "hd thdng giao thdng". Do vdy, ngdnh du lich cdn quan tdm cdi thidn vd phdt Iri^n 7 ydu td ndy de 1dm hdi ldng du khdch hdn.
Tidp tyc duy tri
6 tid'p tuc duy tri Id d cd mffc do nhan thffc vi t i m quan trong ciia cdc tidu chi trong vide Iffa chon di du lich vd mffc do hdi ldng cao. 6 ndy tdp trung 7 nhan to' chii ydu: "cdnh quan thidn nhidn", "sif thdn thidn ciia ngffdi dia phffdng", "di^u kien an ninh. chinh tri", "an todn vd sinh thffc pham", "sif da dang ciia cdc mdn dn". "hd thd'ng nhd hang khdch san". "chi phi cho chuydn di". Bdy tidu chi ndy d^u cd ^ nghia quan trgng trong vide Iffa chgn di du lich vd dffdc ddnh gid ra't hdi ldng, Bdy dffdc xem Id thd manh cua du lich thdnh phd md ta cdn tidp tuc duy tri vd phdt huy hdn nffa trong Iffdng lai.
Bang 4: Mffc do quan t r o n g va mffc do thd hidn trong md hinh IPA
Cac ti&u chi
Dieu kien an ninh, chfnli iri An toan ve sinh thi/c pham Ve sinh moi IrtfSng
H^ng Itfu niem/san vai dia phtfdng Tinh liSn ket giffa c^c diem du lich Sff da dang ciia ciic mdn an Chi plii cho chuyen di
MiJc do chuyen nghiep cfla nhan vien
Mtfc do quan trong'"
Trung binh 3,69 3,99 3,77 2,95 3,33 3,71 3,66 3,62
Ngoai ngff cda nhan vien 3.12 Tinh kip thdi phuc vu cua nhSn vien 3,63 Ky nang giao tiep ciia nhan vien
Sif quan l3m cua nh^n vien Sir than Ihien ciia ngffdi dia phffdng Canh quan thien nhi£n Ciic hoat dong vui chdi, giSi tri He thong giao thong He thong thong tin lien lac He thong nha hiing, khiich san Ngoai hinh ciia nhan vien Trang phuc ciia nhan vien Trung binh tiing
I>0 l^ch chud^n
1,269 1,063 1,097 1.102 1,035 1,043 1,092 1.002 1.073 0.963 3.74 0.966
M t f c d O t h ^ h i f n ' i Trung binh
4,10 3,86 3.51 3,25 3.29 3.89 3.77 3,54 3,36 3.53 3.59 3.7.'i 1,013 3,64 3.90
4.30 3.62 3.58 3,50 3,61 2,95 3.0 3,57
0,975 0.911 1.063 1,056 1,015 0.935 0,992 1,058
4,16 4,19 3.52 3,53 3.71 3.87 3.63 3,63 3,68
DO l^ch chu^n
0.864 0,900 1,056 0.891 0,813 0,904 0,843 0,848 0,857 0,845 0,897 0,919 0.801 0.775 0,911 0,885 0,807 0,815 0.763 0.818
Nguon: Tong hap. tinh todn tit 350 mSu phdng vdn du khdch (1) 1- rat khong quan trong: 2- khong quan trong: 3- bmh thudng: 4- quan trong: S- rUl quan trong (2) 1- rat khdng hai long: 2- khSng hai long: 3- hinh thucmg: 4- hai long: 5- rdt hat long
28 TAP CHi KHOA HOC C A N THO
NGHIEN CUfU-TRAP DPI Giam M u tff
"He thdng thdng tin" la tidu chi duy nhd^t ndm d phan tff ndy. Thudc linh ndy dffdc xem Id khdng quan trgng lam ddi vdi du khdch nhifng mffc dd th^ hidn lai khd eao. Ndi cdeh khdc vdi xu thd bilng nd cdng nghd thdng tin nhff hien nay mffc dp dIu tff vd phd sdng rdng khdp ciia mdt do thi Idn nhff C i n Thd Id di^u t^t ydu. Tuy nhien cd mot sd khdch du lich di theo lich trinh sSn vdi sff ho trd thdng tin tff cdc cdng ty du lich ndn ho khdng quan tdm nhi^u ddn tidu chi ndy.
Han chd phdt tridn
Theo kd't qud ciia md hinh IPA trong sd'20 tidu chi cd 5 tieu chi ndm trong phan ban chd phdt tri^n.
Cdc tieu chi "tinh lidn kd't giffa edc didm du lich", "ngoai ngff ciia nhdn vidn", "trang phuc ciia nhan vidn", "ngoai hinh cua nhan vidn", "hdng Iffu niem/san vat dia phffdng" cd mffc do quan Irong vd mffc dp thd hidn d^u tha'p hdn 3,69. Nhff vay, theo md hinh ta khdng nen dau tff nhieu vao cdc ydu td ndy.
O * Ket luan:
Du lich dffdc xem Id ngdnh cdng nghiep khdng khdi mang lai doanh thu cao. cOng vdi sff phdt triln manh me ciia nd. Ddi vdi TP. C i n Thd, mdt Ihdnh phd trung tam DBSCL, cd nhieu tiem ndng vd di^u kidn thuan Idi de phdt trid'n du lich, tuy nhidn chi cd tiem ndng du lich vd dieu kien thuan ldl van ehffa du de du lich ciia thdnh phd thu hut Iffdng Idn du khdch md ddi hdi c i n cd mdt chidn Iffdc, dinh hffdng phdt Irien rd rdng, phil hdp. Qua md hinh IPA de phan tich dinh hffdng chidn Iffdc cho du lich Can Thd trong tffdng lai, nghidn cffu nay cho tha'y du lich TP. Can Thd nen lap trung phdt trien 6 lieu chi: dieu kidn vd sinh mdi trffdng, ky nang giao tie'p cua nhdn vidn, mffc dd chuydn nghidp ciia nhdn vidn, tinh kip thdi trong phuc vu cua nhdn vidn, sff quan tdm cua nhdn vidn, cac boat ddng vui chdi, giai tri, trong dd quan trgng nhdt can dffa ra cdc gidi phdp ve ve sinh mdi trffdng va nang cao ky ndng ciia nhdn vidn. Trong chid'n Iffdc "tidp tuc duy tri" c6 1 lieu chi cd mffc dp quan trgng vd mffc dd ihi hidn d^u cao: canh quan thien nhidn, an todn vd sinh thffc phim, sff thdn thidn ciia ngffdi dia phffdng, dieu kien an ninh chinh tri. sff da dang cdc mdn dn, chi phi cho chuyen di, he thd'ng nha hdng khdch san. Day Id thd manh ma TP can tie'p tue duy tri.
Ket qua nghidn cffu cdn xdc dinh dffdc san phim du Uch dac thii cho Can Thd la loai hinh du lich hdi nghi, hgi thao, khen thffdng. trien lam (MICE) dffa tren nhffng the' manh md C i n Thd cd dffdc trong Ihi trffdng du lich. Tuy nhidn. vdi loai hinh du lich dac thO nay, C i n Thd c i n dau tff hdn nffa ve hd tho'ng nhd hang - khdch san, ndng cao trinh dd chuydn mdn, nghiep vu ciia nguon lao ddng dd phuc vu tdt hdn cho ddi tffdng khach cua loai hinh du lich nay.
Tdi lidu tham khao
V6 Thi Thiiy An (2011), Mo hinh IPA vd sdn phdm du hch ddc thd d TP. Cdn Tha, Luan v5n tfTt nghiep Dai hoc chuyen nganh Quan In kinh doanh du lich, TrirOog Dai hoc CSn Thd.
DAo Thuy Thiiy Anh (2010). Thuc trang vd gidi phdp phdt Irien du hch Can Tha theo hudng khai thdc tiem luc dia phuang, Lu3ii van tdt nghifep Dai hoc chuydn ngAnh QuSn tn kinh doanh du lich, Tnfclng Dai hoc Can Thd Lull Thanh DiJc UAi (2009), Xdy dUng md hlnh phdt triin du Ifch gdn vdi xda ddi gidm ngheo tai tinh Hau Giang,
De tki nghien ciJu khoa hoc cap Tiah.
Ltfu Thanh Dtfc Hai va V6 Thi Thanh Loc (2000), Nghiin cUu marketing Ung dung trong kinh doanh, NXB Thdng ki.
Trtfdng Hung vk Thanh Anh (2007), Gid in ve suhdi long cAa khdch hdng. Nha xuat ban Ha Noi
Thi Xtfdng Tin (2011), Thuc trang vd gidi phdp ndng cao chdt luong dich vu du Ifchtgi TP. CdnTha, Lu3nvancao hoc chuyen nganh Quan tri kinh doanh, Trrfdng Dai hoc Can Thd.
Hoang Trong va Chu Nguyen Mong Ngoc (2005), Phdn tich dQ lieu nghien cUu vdi SPSS, NhA xuat ban Thong ke, Sd van hoa - Th^ thao vfl Du lich Can Thd (2010), Bdo cdo cdng tdc du hch nam 2009, phuang hudng nhiem vu ndm 2010.
Vien Nghign ciJu ph^t triln du lich (2009), Bdo cdo tSng hap Di dn phdt trien du lich DBSCL den ndm 2020.
TAP CHI KHOA HOC CAN THO 3 9
