Giai thicfi y djnli giam tfiieu tui nJiua va gia tang tui tfian tfiien moi trudng dua tren iy thuyet
hanh vi du dmh md rong
NGUYEN H i r u KHOI
^ghien cdu giai thicb y dinh hanh vi giam thiiu sd dung tui nhda va y dinh gia tang sd
• dung tui than thidn mdi trddng cua du khach qud'c td'td khia canh ly thuyet banh vi dd dinh md rdng. Theo do, thai do, ap ldc xa hdi vd kiim soat hanh vi cam nhdn ddi vdi vide giam thidu sd dung tui nhda dddc gia thuye't cd tac ddng tich cdc dd'n y dinh hanh vi cua du khacb. Hai bid'n sd md rdng gom quan tam mdi trifdng va niem tin dao ddc cung dddc gia thuye't cd tac ddng de'n haiy dinh hanh vi cua bg. Ngbien cdu sd dung PLS-SEM vdi phin mdm SmartPLS tren mdt miu 200 du kbach qud'c te' di kiim dinh gia thuyd't va cd ke't qua la 8/11 gia thuyd't dddc ung hg, td dd cd mgt so'ddng gdp ve mat hgc thudt va thdc tidn.
Tfl k h o a : giam thieu tui nhda, gia tang tui than thien, quan tdm mdi trddng, niem tin dao ddc.
1. Gidi t h i e u
Vdi dac tfnh tidn dung, ben va linh hoat, tui nhtla trd ngn pho bie'n t r e n p h a m vi toan the' gidi (Heidbreder va cgng sti, 2019). Tuy nhien, rac t h a i nhfla, dac bigt tui nhtia dung mdt lan trong sinh hoat h a n g ngay dang trd t h a n h va'n de toan c l u , a n h hfldng dg'n mdi trfldng, he sinh t h a i cung nhfl a n h hfldng ldn de'n chig'n Ifldc p h a t trien du lich hen vflng cua cac quo'c gia (Heidbreder va cgng sti, 2019; Miller va cgng sil, 2014). Do dd, y dinh giam thigu sh dung cac s a n p h a m nhtia dung mgt l l n cua du khach la chu dg dang quan tam trong bdi eanh d u lich.
Cac nghien cflu trflde day cho tha'y, h a n h vi ciia du khach ed a n h hfldng dg'n mdi trfldng eua dia phfldng p h a t t r i l n du lich (Miller va edng sti, 2014). Hdn nfla, du khach dfldng nhfl it thflc hidn cac h a n h vi bao vd mdi trfldng nhfl khi hg d tai ndi efl tru, vi hg cam tha'y khdng ed nghia vu dao dflc hay khdng cd d i l u kien thflc hidn cac h a n h vi nay (Juvan va Dolniear, 2017). Du khach cd k h u y n h hfldng m u a s i m nhieu hdn khi du lich, se sfl dung tui nhtia n h i l u hdn (Miller va cdng sfl, 2014). Vi VEly, viec giam thieu sfl
dung tui nhtia cua du khach va gia t a n g y (iinh sfl dung tui t h a n thien vdi mdi trfldng cd y nghia quan trgng ddi vdi sfl phat trien cua nganh du lich ndi chung va dia phfldng phat trien du Ueh ndi rieng. Du vay, cae nghien cflu trfldc day chu yeu tap trung vao ngfldi tieu dung (Heidbreder va edng sti, 2019; Ohtomo va Ohnuma, 2014), trong khi nhflng n h a n to tac dgng dg'n cac h a n h vi nay cua du khach v i n chfla dflde kham pha, tao r a khoang trd'ng ve sfl hieu big't trong viee thue d i y h a n h vi bao ve mdi trfldng eua du khach. Ben canh do, eac nghien trflde day thfldng xem xet eac h a n h vi bao vg mdi trfldng mgt each ridng le, trong khi vigc xem xet cflng luc cac h a n h vi bao ve mdi trfldng cd lien quan cd the dem lai mdt sti hieu bie't sau sac hdn lien q u a n den viee xay dflng cac chig'n Ifldc higu qua thfle d i y dong thdi cac h a n h vi e6 ldi cho mdi trfldng (Juvan va Dolniear, 2017).
Ly thuye't h a n h vi dti dinh (Ajzen, 1991) dflde sfl dung rdng r a i trong viee giai thich cac h a n h vi bao vd moi trfldng, nhfl hanh vi tfl Nguyin Hull Khdi, ThS., Tni6ng dai hoc Nha Trang.
N^iiin ciiu Kinh idsS 12(499} - Thing 12/2019 37
Giai thich y djnh giam thieu ...
mang tfli m u a sam (Chang va Chou, 2018) hay sfl dung tfli nhfla ( M u r a l i d h a r a n va Sheehan, 2016; S u n va cgng sti, 2017) va giam d n h i l m nhfla (Ary va Yylmaz, 2016;
Eagle va edng sfl, 2016; Ohtomo va Ohnuma, 2014). Vi vay, se la hdp ly khi sfl dting ly thuyg't h a n h vi dfl dinh lam nen t a n g ly thuye't giai thich y dinh giam thigu sfl dung tfli nhfla va gia t a n g sfl diang t u i t h a n thien vdi mdi trfldng ctia du khach. Ly thuye't h a n h vi dfl dinh cung ed t h e dfldc md rgng, bang viee tieh hdp cac bi^n so' mdi n h a m gia t a n g sflc m a n h giai thich cua md h i n h (Ajzen, 1991). Vi vay, nghien cflu nay bd sung bie'n sd' quan t a m dg'n mdi trfldng (Bamberg va cdng sfl, 2003; Kim va edng sti, 2013) va niem tin dao dflc (Singhapakdi va edng sti, 2000) n h i m giai thich td't hdn h a i h a n h vi nghien cflu (Sun va cgng sfl, 2017).
Ttiu t r u n g lai, nghien cflu nay n h a m giai thich y dinh giam thieu sfl dting tui nhfla va gia tang sfl dting tui bao vd mdi trfldng, tfl khia eanh ly thuyg't h a n h vi dti dinh vdi sfl ho sung h a i big'n so' md rgng la quan tam dg'n mdi trfldng va niem tin dao dflc, nh&m mang lai sti hieu bie't toan dien hdn lien quan thflc d i y cae h a n h vi bao ve mdi trfldng cua du khaeh. De kiem dinh cac gia thuye't dg" xuat, nghien eflu sfl dung phfldng phap binh phfldng be nha't b a n p h i n vdi phan mem S m a r t P L S .
2. Cd sd ly t h u y e t
2.1. Ly thuyet hdnh vi dd dinh vd hdnh vi bdo ve moi trddng cua du khdch
Trong bd'i canh du lich, h a n h vi bao vg mdi trfldng dfldc dinh nghia la cac h a n h ddng bao ve hoac td'i thidu hda tac dgng tieu ctic ctia con ngfldi de'n mdi trfldng d cac hoat ddng eu t h i ngoai mdi trfldng (Cottrell, 2003). Theo Miller va cgng sti (2014), cac nghien eflu trflde day eung thfldng danh gia tha'p nhflng ldi ieh cua viec xem xet cung luc n h i l u h i n h vi bao ve mdi trfldng khae n h a u eua du khach. J u v a n va Dolniear (2017) chflng minh r i n g , cac h a n h vi bao ve mdi
trudng khac n h a u chiu tac ddng cua nhflng yg'u to' khac nhau. Vide giam t h i l u sfl dung tfli nhfla va gia tang sfl dung t u i t h a n thien mdi trudng cd mdi quan he chat ehe vdi n h a u (Ary va Yylmaz, 2016). Vi vay, se la logic khi xem xet h a i h a n h vi nay eung luc n h a m d l xua't nhflng h a m y thtic t i l n cho viec p h a t trien du lieh b i n vflng.
Vi bao ve mdi trfldng la h a n h dgng dflde dti tinh, cac h a n h vi nay cd t h e dfldc giai thich bang ly thuye't h a n h vi dfl (hnh (Chang va Chou, 2018; Eagle va cgng sti, 2016;
Muralidharan va Sheehan, 2016; Ohtomo va Ohnuma, 2014; Sun va cdng sti, 2017). Theo dd, y dinh giam thidu sfl dung tui nhfla va gia t a n g sfl d u n g t u i t h a n thien vdi moi trfldng eua du k h a c h cd the chiu tae ddng eua t h a i do dd'i vdi viec giam sfl dung tui nhfla, sflc ep xa hgi eua vige giam sfl dting tfli nhtia eung nhfl k h a n a n g cua ho trong vigc giam sfl dung tui nhtia.
2.2. Ly thuye't hdnh vi dd dinh, y dinh gidm sd dung tui nhda vd gia tdng s^
dung tui than thien vdi moi trddng Thai do la mgt trong nhflng bie'n so' quan trgng nha't trong viec giai thich y dinh hanh vi cua cac ca n h a n (Ajzen, 1991). Thai do la sfl d a n h gia tong t h i ve mgt ddi tfldng nhfl td't — xa'u, cd h a i - cd ldi, thoai mai - khd chiu va thich - khdng thich b i n g each so sanh eac cap thudc tinh dd'i lap (Eagly va Chaiken, 1993). Trong bdi canh du lich, thai do ed vai trd quan trgng trong vide giai thich y dinh h a n h vi cua du khaeh vi hg cd khuynh hfldng gifl eho hai t h a n h p h i n nay thd'ng nha't vdi nhau. Vi du, Ohtomo va O h n u m a (2014) cho tha'y r i n g , t h a i do tieu ctic ddi vdi vigc svf dting tfli nhfla iam giam y dinh sui diing tui nhtia cua ngfldi tidu dflng. Ngfldc lai. Sun va cdng sfl (2017) eho tha'y, thai do tieh cflc ddi vdi viec sfl dung tui nhfla se thuc day ngfldi tieu dflng sfl diing tui nhfla. Vi vay nghign cflu nay ky vgng rang, t h a i do tigu cfle vdi viec sfl dung tui nhtia cua du khach se thflc d i y y dinh giam sfl d u n g tui nhtia va t a n g sh dting tui t h a n thien vdi mdi trfldng.
38 Nghiin aiu Kinh t^so 12(499) • Thing 12/2019
Giai thich y djnh giam thi^u
H l g : t h a i dd tich cflc dd'i vdi giam t h i l u Id d u n g t u i nhtia cd tac ddng tich ctic de'n y h n h g i a m t h i e u sfl d u n g t u i nhfla.
H l b : t h a i do tich cfle dd'i vdi giam thieu 3fl diing t u i nhfla cd tae ddng tich cflc dg'n y i i n h gia t a n g sfl dting tfli t h a n thien vdi mdi trfldng.
Sflc ep xa hdi dfldc d i n h n g h i a la cam tihan cua d u k h a c h r i n g nhflng ngfldi q u a n trgng dd'i vdi hg se khuyg'n khich h a y n g a n can vigc giam t h i l u s ^ d u n g t u i nhtia (Ajzen, 1991). Md'i q u a n he tich cflc gifla sflc ep xa hdi va y d i n h thflc hign h a n h vi bao ve mdi trfldng da dfldc kiem dinh trong cac n g h i e n cflu trfldc day. Vi du, sflc dp xa hdi dfldc chflng m i n h co tac ddng tieh ctic dg'n h a n h vi tai chg' va g i a m t h i l u rac t h a i (Tonglet va cdng sfl, 2004) hoae h i n h vi tfl mang tui m u a s i m ( C h a n g va Chou, 2018) va giam t h i e u sh d u n g t u i nhfla cua ngfldi tigu dflng (Muralidharan va Sheehan, 2016).
Vi vay, n g h i e n cflu n a y cho r a n g , ap liic xa hgi trong vigc giam sfl d u n g t u i nhfla se cd tac ddng tich cflc de'n y d i n h giam t h i e u sii dung tfli nhtia va gia t a n g sh d u n g tfli t h a n thign vdi mdi trfldng.
H2a: sflc ep xa hgi dd'i vdi giam t h i e u sti diing tui nhtia cd t a c ddng tich ciic de'n y dinh giam t h i e u sfl dting t u i nhfla.
H2b: sflc dp xa hgi dd'i vdi giam t h i l u sfl dung t u i nhfla cd t a c ddng tich cflc dd'n y dinh gia t a n g svf d u n g t u i t h a n t h i e n vdi mdi trfldng.
Kiem soat h ^ n h vi cam n h a n lien q u a n dg'n cam n h a n ve vide dg d a n g h a y khd k h a n t r o n g viec thflc hien giam t h i e u sh dung t u i nhfla (Ajzen, 1991). Cac nghign cflu trfldc day cho tha'y r a n g , kiem scat h a n h vi cam n h a n cd tac ddng tich cflc d i n y dinh h a n h vi bao ve mdi trfldng (Chang va Chou, 2018; M u r a l i d h a r a n va S h e e h a n , 2016; S u n va cdng sfl, 2017). Tfl cac kg't q u a trgn, nghign cflu n a y lap l u a n rang, khi du k h a c h co d u n g u o n Iflc, cd hoi va k h a n a n g thflc h i e n vi§c giam t h i l u sh d u n g tfli nhfla, hg se cd y dinh nay, cung
vdi viec gia t a n g y d i n h sfl dung tfli t h a n t h i e n vdi mdi trfldng.
H3a: kiem soat h a n h vi cam n h a n vdi giam thieu sfl dting tfli nhfla cd tac ddng tich cflc de'n y dinh giam thidu sfl dting tfli nhfla.
H3b: kiem soat h a n h vi cam n h a n dd'i vdi giam thieu sfl d u n g tfli nhtia cd tac ddng tich ctic de'n y dinh gia t a n g sfl dung t u i t h a n thien vdi mdi trfldng.
2.3. Quan tam den moi trddng Sfl q u a n t a m den mdi trfldng dfldc dinh nghia la sti d a n h gia hoac t h a i do dd'i vdi nhflng h a n h vi cd tac ddng dg'n mdi trfldng (Fransson va Garling, 1999). Sti quan t a m dg'n mdi trfldng la bie'n sd' q u a n trgng trong viec giai thieh h a n h vi bao vg mdi trfldng (Bamberg va cdng sfl, 2003; Kim va cgng sti, 2013). Diamantopoulos va cdng sti (2003) cung lap l u a n r i n g , cac h a n h vi bao ve mdi trfldng deu dtia t r e n big'n so' sti quan tam de'n eac va'n de mdi trfldng. Cac nghien cflu trflde day t h a o l u a n va chflng minh r i n g ngfldi tieu dflng q u a n t a m de'n mdi trfldng cd k h u y n h hfldng thflc hien eac h a n h vi bao ve mdi trfldng (Albayrak va cdng sfl, 2013).
Sun va edng sfl (2017) chflng minh rang, viec q u a n t a m dg'n mdi trfldng giup gia tang t h a i do tieh ctic va h a n h vi giam sii dung tui nhfla. Nghien cflu nay lap luan rang, bdi vi sfl tae dgng tidu cflc cua r a c t h a i nhfla ddi vdi mdi trfldng da dfldc t r u y i n thdng rgng rai, du k h a c h qud'c te' quan t a m dg'n vigc bao ve mdi trfldng se cd mong mud'n bao ve mdi trfldng thdng qua viec giam thieu sfl dung tfli nhfla va gia t a n g sh dting tfli t h a n thien vdi mdi trfldng.
H4a: q u a n t a m dd'n mdi trfldng cd tac ddng tich cflc dd'n y dinh giam thieu sh dung tfli nhfla.
H4b; quan t a m dg'n moi trfldng cd tac ddng tich cflc de'n y dinh gia t a n g sii dung tui t h a n thign vdi mdi,trfldng
2.4. Niem tin dao diic
Niem tin dao dflc dfldc dinh nghia la "cac quy tac va tieu c h u a n dao dflc d i n dat h a n h
Nghiin aiu Kinh t4s612(499} - Thing 12/2019 39
Giai thich y djnh giam thieu ,
vi" (Ferrell va Fraedrich, 2015). Cac nghien cflu trfldc day gdi y rang, niem tin dao dflc ed a n h hfldng dg'n h a n h vi t h a n thien vdi mdi trfldng (Smghapakdi va cdng sfl, 2000). G i n day hdn. Sun va cgng sti (2017) chflng minh r a n g ngfldi tieu dung vdi niem tin dao dflc se cd k h u y n h hfldng it sfl dung tui nhiia trong hoat dgng h a n g ngay. Tfl dd, nghien cflu nay cho rang, du khach qud'c te' vdi niem tin dao dflc lign quan dg'n viec bao ve moi trfldng, se cd k h u y n h hfldng giam thieu sfl dung tui nhfla va gia tang sfl dung tfli t h a n thien vdi mdi trfldng.
H5a: niem tin dao dfle ed tae ddng tieh ctic de'n y dinh giam thieu sh dung tui nhfla.
H5b: niem tin dao dflc cd tac dgng tich cflc dg'n y dinh gia t a n g sfl d u n g tfli t h a n thign HINH 1; Mo h i n h v a
vdi mdi trfldng
Nghien cflu nay lap luan rang, khi ngfldi tieu dung cd y dinh giam t h i l u sii dung tui nhfla, hg se cd khuynh hfldng gia tang cac loai tfli than thien vdi mdi trfldng de tid'p tuc dap flng n h u c l u h a n g ngay (vi du nhfl dting do mua s i m ) ma v i n dam bao mue tigu bao vg mdi trfldng. Mdi quan he gifla hai bid'n so' nay eung cd the giai thich tfl khia canh ly thuyg't h a n h vi c6 trach nhiem vdi mdi trfldng (vi du, Petrzelka va cdng sti, 1996). Theo dd, y dinh giam thieu sfl dung tui nhtia se d i n den h a n h vi bao vg mdi trfldng thflc sfl (vi dii, sfl dung tui than thien mdi trfldng).
H6: y dinh giam thieu sh dung tui nhfla cd tac ddng tich cflc de'n y dinh gia tang tui t h a n thign vdi mdi trfldng.
g i a t h u y e t n g h i e n cflu
3 . Phrfotag p h a p n g h i S n c i h i 3.1. Thang do ludng
Cac t h a n g do Ifldng sfl d u n g trong nghign cflu n a y dfldc kg' thfla tfl cac nghien
cflu trfldc day. Cu t h e hdn, t h a n g do t h a i do vdi vide giam t h i l u sii d u n g tui nhfla gom ba muc hdi dfldc ke thfla tfl nghign cflu cua Taylor va Todd (1995). T h a n g do ap Iflc xa
40 Nghiin ciiu Kinh 1gs612(499} - Thing 12/2019
Gidi thich y djnh gidm thieu ,
hgi gom bd'n muc hdi dfldc kg' thfla tfl nghien cflu eua Hagger va C h a t z i s a r a n t i s (2005).
Ba muc hdi cua kiem soat h a n h vi cam n h a n dflde ke' thfla tfl nghidn cflu cua Taylor va Todd (1995). Ba muc hdi do Ifldng q u a n t a m mdi trfldng va ba muc hdi do Ifldng niem tin dao dflc dfldc kg' thfla tfl nghidn cflu cua Sun va cgng sfl (2017). Cudi cung, t h a n g do y dinh giam t h i l u sfl dung t u i nhfla (gom ba muc hdi) va y dinh gia t a n g t u i t h a n thidn mdi trfldng (ba mtic hdi) dfldc kg' thfla tfl nghien cflu cua Taylor va Todd (1995).
3.2. DU lieu nghien cdu
Nghign eflu n a y sfl d u n g phfldng p h a p
t h u m a u t h u a n t i e n tfl q u a n ly. Doi tfldng t h u m a u la du k h a c h qud'c td' du lich dg'n t h a n h phd' N h a T r a n g , mdt t r o n g nhflng t h a n h phd' p h a t t r i e n du lich m a n h me, tig'p ddn h a n g t r i e u d u k h a c h quoc tg' mdi n a m .
Du k h a c h dong y thflc hien k h a o s a t se n h a n mdt b a n g cau hdi va thflc hien khao s a t tfl q u a n ly. So' b a n g cau hdi p h a t r a la 220, s o ' b a n g cau hdi t h u v l la 220. Trong dd, 20 b a n g cau hdi bi loai bd vi t h i ^ u thdng tin, cdn lai 200 b a n g hdi dfldc sfl d u n g t r o n g xh ly so'lidu. Dac d i l m cua m a u dfldc mo ta trong b a n g dfldi day.
BANG 1: D a c d i l ' m m S u t h u t h a p Dac dilm
Gi6i tfnh
Tudi
Trinh d6 hoc v&n
Ngh6 nghifip Nam NO Ttr 15 d«n 29 Tit30d«n44 TCr 45 de'n 59 Trtn 60
Bang CIT nh^n trcJ xuong Thac sT
TiSn sT Hoc sinh, sinh vi€n Nhan vien N6i tro Giao vien Doanh nhan Bic si Khac
Stf lirong 101 99 80 100 13 7 150 48
2 27 66 10 12 40 25 20
%
50,5 49,5 40,0 50,0 6,5 3,5 75.0 24,0 1,0 13,5 33,0 5,0 6,0 20,0 12,5 10,0 4. K^t q u a n g h i g n cvfu
4.1. Kiem dinh thang do: do tin eay v&
do gid tri
Kg't qua kiem tiinh t h a n g do cho tha'y, cac
t h a n g do d l u d a t do nha't quan ndi t a i (dp tin cay tdng hdp cua cac t h a n g do d l u >0,7).
Dong thdi, h l u h e t cac he so tai n h a n so d l u >0,7 va phfldng sai trich deu 0,5. Do
N^iin aiu Kinh t&s£ 12(499) - Thing 12/2019 4 1
Giii lliicli V ajnli giim thi^u
, cac thang do de xua't dat dfldc do gia tri hdi tu.
BANG 2: Thang do, do tin cay va do gia tri
Caii triic khai niem • Thai d5 d6i vdi viec giam thieu tui nhixa (ATT)
ATTl ATT2 ATT3 Ap luc xa h6i (SN) SNl SN2 SN3 SN4
Kilm soat hanh vi cam nhan (PBC) PBCl
PBC2 PBC3
Quan tam m6i tru&ng (EC) ECl
EC2 EC3
Niim tin dao diSc (EB) EBl
EB2 EB3
V dinh giim thilu sir dung nil nhua (BIP) BIPl
BIP2 BIP3
'i djnh gia tang tui than thien m6i tnrcmg (BIG) BIGl
BIG2 BIG3
H e s S t i i
0,90 0,87 0,89
0,86 0,81 0,83 0,68
0,81 0,78 0,85
0,85 0,82 0.79
0,85 0,92 0,91
0.95 0,94 0.92
0.90 0,87 0,86
CR 0.91
0,87
0.85
0,86
0,92
0.95
0.91 A V E | 0,78
0.64
0.66
0,68
0,80
0,87
0.77
Ket qua pMn tidh cho thSy, gia tri nho hdn gia tri Mn nhSt cua tudng quan giQa nha't cua can b4c hai cua AVE (0,80) Mn cac cap khai ni6m (0,54). Do do, cac c4'u
42 NghiSn cilu Kinh igs612(439} • ThAig is/goig
Glil tiiich } flinh giim tliieu
true khai niem dat dudo do gia t r i p h a n bi6t (xem b a n g 3).
BANG 3: Tiidng q u a n giiifa c a c c a u t r u e k h a i n i e m Khai niem
l.ATT 2.SN 3.PBC 4.EC 5.EB 6.BIP 7.BIG
Tirong quan 1
0.88 0.24 0.19 0.20 0,04 0,43 0,11
2 0,80 0.05 0,53 0.34 0.30 0,41
3
0,81 0.12 -0.06 0.35 0,02
4
L 0,82 0.54 0,32 0.48
5
0,89 0.13 0.48
6
0,93 0,26
7
0,88 Ghi chii: Can bac hai cua phuang
4.2. Kiem dinh gid thuye't nghien cdu Hg so VIF cua cac ca'u true khai nidm dgu <
3 cho thay, hign tfldng da cgng tuyg'n khong ton tai. Ke't qua R^ va Q^ cho thgly, md hinh cau true cd cha't Ifldng td't. Ke't qua eho thay, ngoai trfl tac dgng cua thai do de'n y dinh gia tang tfli than thien vdi moi trfldng ([3 = -0,41; p > 0,1), kiem soat hanh vi cam nhan dg'n y dinh gia tang tui than thien vdi mdi trfldng (p = -0,03; p
> 0,1) va tac dgng cua niem tin dao dflc dg'n y dinh giam thieu sh dung tui nhfla (|3 = -0,004;
p > 0,1) khdng cd y nghia thdng kg, eae tae dgng cdn lai deu dfldc ung hg bdi dfl heu.
Cu the, thai do cd tac dgng manh dg'n y dinh giam thi^u sfl dung t u i nhfla (P = 0,32; p <
0,001) trong khi ap Iflc xa hdi cd tae dgng dg'n y dinh giam thieu tui nhfla (p = 0,13; p < 0,1) va y dinh gia tang tiii than thidn vdi mdi trfldng (p
sai tn'ch ukm trSn dir&ng cheo chi'nh.
= 0,18; p < 0,05). Kiem soat h a n h vi cung cd tac dgng dg'n y dinh giam thieu sfl dung tui nhfla (P = 0,26; p < 0,001). Ddi vdi hai big'n so md rdng cua md hinh TPB, bien so' quan tam deh mdi trfldng cd tac dgng de'n y dinh giam thi^u tui nhfla (P = 0,15; p < 0,05) va y dinh gia tang tui than thidn moi trfldng (p = 0,20; p < 0,05) trong khi nig~m tin dao dflc chi cd tac ddng deh y dinh gia tang tui than thien vdi mdi trfldng (p
= 0,29; p < 0,01). Cud'i cung, y dinh giam thieu sfl dung tfli nhfla cd tac dgng tich cflc den y dinh gia tang tui than thidn vdi mdi trfldng (P
= 0,13; p < 0,1)
c a c hg sd' dfldng dan cd y nghia d mflc 5%
dflde kiem dinh lai thdng qua thu tue bootstrap. Ke't qua cho thay, cac he sd' nay deu khac 0. Nhfl vay, cd the kg't luan kd't qua kiem dinh gia thuyg't la dang tin cay.
Dudng diin ATT-> BIP A T I - * BIG S N ^ B I P SN -IBIG PBC -» BIP PBC -> BIG EC->BIP E C - » B I G E B - » B I P EB->BIG BIP^BIG R ' DO liSn tic d6ng (P)
Stone-Geisser's Q^
CSithuySt H l a H l b H2a H2b H3a H3b H4a H4b H5a H5b H6
Md hinh nghien clhl Std. 3
0.32 -0.04 • 0.13 0.18 0.26 -0.03 0.15 0.20 0.004 0.29 0.13
f-value 5,11»*«
0,59"' 1.77' 2.58»
4.53*»*
0.43 2.03»
2.32*
0.05 3.05»*
1.8*
Bootstrap [0.22; 0,43]
1-0.15; 0,07]
[0,01; 0,24]
J0,06; 0,29]
[0,16; 0,35]
1-0,15; 0,09]
[0,01; 0.26]
[0.06; 0,34]
[-0.12; 0,13]
[0,12; 0,44]
[0,01; 0,25]
VIF 1,11 1,26 1.43 1.46 1,07 1.17 1.81 1.84 1.46 1.46 1,47
KA luSn Ungh6 Khdng iing h6
0 n g h 6 flng he Onghd Khdng iing hd
Ung ho ilnghd KhOng ung hO
Cln^hd Unghd R'BIP= 0,318; R'BIO = 0,338
P m - B i p = 0 , 1 4 ; PsN - BIP = 0,02; P P B C - B I P = 0,09; PBC-BIP = 0,02;
Pa. -4iG = 0.03; PBC - BIP = 0.03; PEB - B.P = 0.09;
pBip-mo = 0,02 Q'BIP = 0.252; 0'BIO = 0.235
Nghiin aiu Kinh t4s612(499} - Thing 12/2019 43
Giai thich y fljnh gidm thieu ,
4.3. Thdo ludn
Ket qua cho tha'y, md h i n h ly thuyg't h a n h vi dfl dinh vdi eae big'n sd' do Ifldng t h a i do, ap Ifle xa hgi va kiem soat h a n h vi cam n h a n dd'i vdi viee sfl dung tfli nhfla cd tac dgng tich eflc de'n y dinh giam thi^u sfl d u n g tfli nhfla cua du khach qud'c te'. Nhfl vay, ke't qua nghien cflu ed sfl tfldng dong vdi cac nghidn cflu trfldc day (Ary va Yylmaz, 2016; Eagle va cgng sfl, 2016; Ohtomo va Ohnuma, 2014) khi chflng minh dfldc sflc m a n h dfl bao cua md hinh TPB trong viec giai thich cac h a n h vi bao vg mdi trfldng. Do do, cae nghidn cflu trong tfldng lai c6 the lfla chgn ly thuye't h a n h vi dfl dinh la ly thuyg't n e n cho viee nghien cflu cac h a n h vi bao vg mdi trfldng.
Kg't qua nghien cflu gdi y r a n g khi du khaeh c6 thai dd tich cflc doi vdi vide giam thieu sfl dung tui nhfla, chiu tac ddng tfl xa hgi doi vdi vide giam thieu sfl dung tui nhfla va cd kha n a n g eung nhfl cd hgi giam t h i l u sh dung tui nhfla, hg se c6 khuynh hfldng thfle hien h a n h vi giam thieu sfl dung tui nhfla. Ke't qua nghien cflu k h a n g dinh vai trd cua thai do, ap Iflc xa hdi va k i l m soat h a n h vi trong vide giai thich y dinh thflc hien h a n h ddng t h a n thidn vdi mdi trfldng (Chang va Chou, 2018; Eagle va cgng sfl, 2016;
Muralidharan va Sheehan, 2016; Ohtomo va Ohnuma, 2014; Sun va cdng sfl, 2017). Dang lflu y, mac dfl ap Iflc xa hgi ddi vdi viec giam t h i l u svt dung tui nhfla cd tac dgng tich cflc de'n y dinh gia t a n g sh dung tfli than thidn vdi mdi trfldng, thai do va kiem soat cam nhan ddi vdi vigc giam thigu sfl dung tui nhfla khdng ed tae ddng cd y nghia dg'n bid'n sd' nay. Dieu nay phfl hdp vdi kg't luan eua J u v a n va Dolniear (2017) r a n g eac h a n h vi bao vg mdi trfldng khac n h a u cd the chiu tae ddng cua cac nhdm n h a n to' khac nhau. Vi vay, cd t h i tha'y rang, h a n h vi sfl dung tui t h a n thign vdi mdi trfldng c6 t h i chiu tac ddng cua t h a i do va k i l m soat h a n h vi ddi vdi h a n h vi nay.
So vdi cac bi^n so' cua mo h i n h ly thuye't h a n h vi dfl dinh, h a i big'n so' quan tam dg'n
mdi trifdng va niem tin dao dflc cd mflc do tdng quat cao hdn, p h a n a n h khuynh hfldng va niem tin ndi chung cua du khach ddi vdi mdi trfldng. Vi vay, nghign cflu nay ky vgng bien sd' quan tam den mdi trfldng cd tac ddng tich cfle cd tac ddng dg'n ca hai bie'n y dinh giam thieu sfl dung tui nhfla va y dinh gia tang tui t h a n thidn vdi mdi trfldng. Ke't qua eho tha'y, big'n sd'quan tam dg'n mdi trfldng cd vai trd quan trgng trong vigc giai thich h a n h vi bao vg mdi trfldng nhfl cac nghidn cflu trfldc day (Albayrak va cdng sfl, 2013; Sun va edng su, 2017). Tuy nhien, big'n sd' nid'm tin dao dfle chi cd tac dgng ed y nghia den y dinh sfl dung tui t h a n thign vdi mdi trfldng. Mae dfl khdng nhfl ky vgng, dieu nay cd thg giai thich rang du k h a c h cd the eho rang, h a n h vi sh dung tfli thSn thien cd t h i phfl hdp vdi n i i m tin dao dflc cua hg hdn so vdi viec giam thieu sh dung tfli nhfla. Hdn nfla, cae mue hdi trong t h a n g do Ifldng n i i m tin dao dflc cd lign quan m a n h hdn vdi y dinh sfl dung san ph^m than thidn vdi moi trfldng.
Cud'i cflng, y dinh giam t h i l u sfl dung tui nhfla cd tae ddng tieh cfle den y dinh gia tang tui than thidn vdi mdi trfldng eho thay rang, gifla hai h a n h vi cd md'i Hen hd vdi nhau.
Viee xem xet va k i l m dinh mdi h e n hg nay giup cho ngifdi dgc h i i u ro hdn v l sfl hen k i t gifla eac h a n h vi bao ve mdi trfldng, tfl dd de r a chig'n Ifldc phat t r i l n du lich b i n vflng higu qua hdn. Kg't qua nghign cflu cung gdi y rang, cac nghien eflu trong tfldng lai ngn xem xgt nhieu h a n h vi bao vg mdi trfldng khac nhau d l ed mdt bflc t r a n h toan didn hdn ve h a n h vi du khaeh (Juvan va Dolniear, 2017).
5. Ke't l u a n 5.1. Kei luan
Nghign cflu nay dfldc thiie hien n h a m bo sung khoang trong ve cac n h a n to' thflc d^y dong thdi hai h a n h vi bao ve moi trfldng g6m, y dinh giam t h i l u sfl dung tui nhua va gia tang tfli than thien mdi trfldng cua du khach quo'c te. Nghign cflu dfla t r e n ly thuyg't ly thuyg't h a n h vi dfl dinh vdi sfl bd' sung big'n so quan tam den moi trfldng va n i i m tin dan
44 NghiSn aiu Kinh t4s612(499} - ThAi^^fs;^
Giai thich y djnh giam thieu
dflc n h a m gia tang sflc manh dfl bao eua md hinh nghign cflu. Ke't qua nghien cflu cho tha'y 8 trgn 11 gia t h u y i t dfldc u n g hg bdi dfl ligu.
5,2. Hdm y qudn tri
Kg't qua nghien cflu cho tha'y, t h a i dd dd'i vdi vige giam thieu sh dung tfli nhfla cd tac dgng tieh eflc de'n y dinh h a n h vi giam thieu.
Do dd, cae hoat dgng marketing can hfldng dg'n viec xay dflng t h a i do tieh eflc cua du khaeh ddi vdi viec bao vg mdi trfldng (nhfl hoat dgng marketing cd t h e nha'n m a n h nhieu hdn nfla vai trd quan trgng cua he sinh thai de'n mdi trfldng sd'ng va sflc khde eua con ngfldi). Hdn nfla, kiem soat h a n h vi cam nhan dd'i vdi viee giam t h i l u sfl dung tui nhfla cung ed tac ddng dg'n y dinh h a n h vi tfldng flng. Do dd, dia phfldng phat t r i l n du lich ben vflng c^n cd ehinh sach hd trd viec giam thigu sfl dung tfli nhfla. Vi du, n h a quan ly cd t h i khuye'n khich cac t r u n g tam mua sam giam cung ca'p tui nhfla cho du khach hoac cd chfldng trinh giam gia cho nhflng du khaeh sfl dung tfli t h a n thien mdi trfldng. Bgn eanh dd, ap Iflc xa hdi cd tac ddng dg'n y dinh giam thieu sfl dung tui nhfla va gia tang tfli t h a n thien mdi trfldng. Vi vay, day la bien so' quan trgng can dfldc cac nha quan ly quan tam. Vi ap Iflc xa hdi cd t h i xua't phat tfl ngfldi than, b a n be, dong nghiep va nhflng ngfldi quan trgng khae, n h a quan ly can cd chig'n Ifldc marketing thich hdp cho tflng do'i tfldng nay. Vi du, chinh q u y i n cd the sh dung hinh anh, am t h a n h va phim anh cua nhflng ca n h a n cd t^m a n h hfldng ldn dg thuc day hanh vi bao vg mdi trfldng,
Ben eanh dd, big'n sd'quan t a m mdi trfldng cung CO tac ddng dg'n y dinh h a n h vi cua du khach, bao gom y dinh giam thieu sfl dung tui nhfla va gia tang tfli t h a n thien moi trfldng. Vi vay, chig'n Ifldc m a r k e t i n g cdn khdi day md'i quan tam nay ben trong mdi du khach. De lam dflgc dieu nay, n h a quan ly ed t h i ket hdp cac hinh thfle marketing trfle tig'p nhfl sfl dung td rdi, a'n pham ket hdp vdi vide sh dung chfldng trinh tivi, website hay
n h a n tin de'n thie't bi di ddng. Cud'i cung, niem tin dao dflc cd tac dpng tieh cflc de'n y dinh gia t a n g tui t h a n thien vdi mdi trfldng.
Vi vay, chig'n Ifldc marketing cung cd the tap t r u n g vao cung cd' va gia tang niem tin nay cua du khach, lam eho du khaeh h i i u rang bao vg mdi trfldng tai nhflng dia phfldng hg lflu tru se gia t a n g y dinh h a n h vi bao ve mdi trfldng cua hg./.
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Ngky nhan bai: 2-7-2019 Ngay duyet dang: 22-8-2019