TAP Cll ClRfi THING
CAC YEU TO CHAT LlJdNG DICH VU DU LICH ANH H U O N G DEN SlJ HAI LONG CUA DU KHACH NOI DIA
TAI BAI SAU - THANH PHO VUNG TAU
• NGUYIN MINH TRIET - HOANG MANH DUNG
TOM T.AT: . .. u - Bai Sau Vune Tau. ha^ con difdc goi la bai Thu> Van. nSm d phia Dong Nam thanh pho Vung Tau, keo dai khoang skm tii chan nui Nhd den Cu'a Lap. Tnrac m | l la bien Dong, Bai Sau mang trong minh \ e dep hai hoa mau s^c vdi mau trfng cua nhiTng doi cal Hii dai noi lie'p. mau xanh cua rifng phi lao co thu. rirng di/dng ngut ngan. hang dCfa rdp bong, cung vdi mau xanh irong v^i mdt lanh cua bien. Tiong nhffng nam qua, Bai Sau dang dfittg tnfde sif canh tranh khoe lieuCf cac ihanh pho du ijch khac. \ 1 the, xac djnh cac yeu to ehat lifdng djch vu anh hifdng den stf hai long cua du khach noi dia lai da> la yeu cau can thiet. Qua do. dinh Wnh cac chinh ^ach nham khing dinh vi tri du lich noi neng cua Viet Nam.
Tif khoa: Bai Sau Vung Tau (Bai Thiiy Van), du lieh Vung Tau, sif hai long cua du khach npi dia.
1. Dat %a'nde
Tinh Ba Ria - Nung Tau (BR-VTl co 305km difcins bd bien. dja hinh bao gom nui. doi. dong bans nho va CJC doi cat, dai cdi \ ong iheo bd bien.
Khi hau nhiet ddi gio miia. it bi anh hu'dng thien lai. CO nhieu •^ong, suo'i \a cac ho mfdc ldn. Thanh pho'Vung Tau co nhieu bai bien depnhuBai Sau iThuN \ Jn'. Bai Tnfde (TJm DifOngl. Bai Dau (Phifdns Thao I. Bai Du'a (Hi/dng Phong i va nhi§u di tich. ihSng canh nhif Hai Dang. Bach Dinh. Niet Ban Tinh \.i Thich Ca Phai Dai. Tifdng Chua Kiio... \ di Bai Sau(BaiThu> Vim cd bdbien dai nhat cua Vung Tau \ a nhieu danh lam lh£ng canh.
di lich dep va hd'p dan: cd sd phuc \u \di hang iram khach san. nha nghi ti^ qui mo nho den -jng
irpng. Cling he thong dich vu phong phu \a da dang, Nhiing dieu kien tU nhien. vj tri dja 1>- khi hau. truyen thong van hoa lich siY lau ddi va nhiing mon an dac san phong phu mang den cho Bai Sau mpt tiem nang phdt trien du lich rat ldn. Theo Sd Du lich linh BR-VT. 6 thang dau nam 2019. ifdc co khoang 8.46 trieu lifdt khdch du lich den Tinh.
khoang 2.1 trieu lifdt khdch liftj iru tai cac cd sd lifu tru du lich: trong do khoang 44.7 ngan lifdt khdch quo'c te' lifu tni. Doanh thu du lich cua ca Tinh Ifdc dat khoang 8.646 v. d6n2. Rieng thanh pho'VQng Tau Ifdc ddn 03 tr..:. IAU khach \a chii
\eu la khu vifcBai Sau \'uri, T^^ Tu\ nhien. viec ihu hutdu khdch cua thanh pi-' \ ::-iijTauconkem sn .ill nhieu thanh pho kha. - - fp \ h a Tran^
236 So 1 -Thang 1/2020
^ -
KINH DOANH(Dnh Khinh Hda) thu hut difdc 3,2 trieu lu'dt khach Irfumi (1.5 trieu lifdt khach quoc te), doanh thu du l,ch dai 10.100 ty dong; TP Quang Ninh (tinh Quang Ninh) ddn 7,5 trieu lu'dt khach (khach quoc ic 2.46 trieu lifdt), doanh thu dat 12,787 ty dong;
TPD5N5ng(chu yeu la Ban dao Sdn Tra va quan Neu Hinh Sdn) don hdn 4 trieu lu'dt khach (khach quoc te 1.6 trieu Iddt), doanh thu 13.925 ty dong.
Xuatphatlifthifc tien neu tren, viec xdcdinh "Cac jeu to chat lifdng dich vu du lich anh hifdng den sif Wildngcua du khach ngi dia tai Bai Sau Vung Tlu" la yeu c^u cap thiet.
2. Tfl'chtfc nghian Cliu 2.1. Muc tieu nghien ci'iu
Xac dinh cdc ye'u to'cha't lifdng dich vu du lich anh hi/dng den sif hdi long cua du khach npi dia taiB5iSau Vung Tau.
Do lu'dng mu'c dp anh hu'dng cua cacyeu to'cha't lilting dich vu du lich do'i vdi sif hai long cua du khdch nVidia tai Bai Sau Vung Tau.
2.2. Dd'i iU^ng va phgm vi nghien ciiu Dfi'i ttfdng nghien cu'u: Chat lifdng dich vu du Ijchv^sif h^ildngcua du khach npi dia tai Bai Sau Viing Tau,
Khich the nghian ctfu: Du khach npi dia den Ihara quan, dulich, an ud'ng va nghi du'dng tai cac khich san ttf 02 sao trd len cd uy tin va cha't lu'dng thupc Bai Sau Vung Tau.
2.3. Mo hinh nghien ciiu
Difa viio nghien ctfu cua Tribe va Snaith (1998) phii trie'n mo hlnh HOLSAT; Md hinh kha nang Ihu hiil diem den cua Hu va Ritchie (1993); Nghien ctfu Clia Mukhles Al-Ababneh (2013) va Al-Hussein Bin Talal thupc Dai hpc Ma'an, Jordan, 2013;
Nghien ciJu cija Pham Thj Di6p Hanh (2018);
Nghien Clfu cua Le Thai Sdn, Ha Nam Khanh Giao (3014); Nghien ctfu cua Dinh Cdng Thanh, Pham U Hong Nhung va Trifdng Qudc Dung (2011);
Nghien ctfu cua Nguyin Ba The va Vo Le Hanh Tlii (2010); bai vie't de xuS't mo hlnh nghien ctfu nliif sau: (Hlnh 1)
2.4. PhUifng phdp chon mdu/cd mau j^ifdng phap chon miu: Dieu tra ve cac yeu to' tMt Iifdng dich vu du lich anh hu'dng den sif hai
% cHa du khdch npi dia tai khu du Iich Bai Sau
"KOphifdng phdp chpn miu xac suat - phan tang.
^'acdjnh kich thifde m3u; Mo hinh nghien ctfu
«i_06bi^ndpc lap va 01 bie'n phu thuoc vdi 37 bienquan sat. Theo nghien ctfu cua Hairva cong
Hinh J: Mo hinh nghien citu de xuat [ Su tin c|y \ [ Slf dap ung [ Su dam bao h--. H , [ Sieu kien ty nhien j — ^.
{ Gia ca va thanh toan
si/(l998).de phan tich nhan to kham phd (EFA).
can kich thu'dc m3u toi thieu ga'p 05 lan so' lu'dng bien quan sat trong mo hinh nghien ctfu n = 37*5
= 175 mdu khao sdt. Bai vie't chpn toi thieu li 175 du khach npi dia dang lulj tru tai cac khach san iff 02 - 05 sao thupc khu vifc Bai Sau. Theo UBND phu'dng Thiing Tam \ a phu'dng 8, thanh pho' Vung Tau cd 670 khdch san itf 02 de'n 05 sao. Tong so' phong 10.287 hien dang kinh doanh. VI vay, bai vie't tie'n hanh nghien ctfu vdi 200 mau khdo sdt b3ng each phat phie'u khao sdl trifc tie'p cho du khdch npi dia tai cac khach san nay vdi phiin bo nhdsau: (Bang I)
Bang 1. Kich c d mdu nghien cifu Khach
san tai Bai Sau / . ^ * " 8 1 378 1 56,42 Thang Tam
Phudng 8 292 ' 43,58 Tong 1 670 | 100
Du idiach idlSosat phan bo 110 90 200
Tyi«
(%)
55 45 100
2.5. Cong cu xi( ly dff lieu
Bang cau hoi khao sdt khach du lich noi dja vdi Ehang do Liken do lifdng cac bien quan sdl vdi I:
Hoan toan khong dong y; 2. Khdng ddng y; 3:
Phan van: 4. Dong>': 5: Hoan loan dongy. Saudd stf dung phan mem SPSS 23.0 de nhap dtf lieu, phan tich nhan to kham phd (EFA), chay mo hinh hoi qui de xdc dinh mtfc do anh hu'dng cua cac yeu to den sy hai long ciJadu khdch ngi dia do'i vdi Bai Sau Vung Tau.
S o l - T h a n g 1/2020 237
TAP Cll CONS TiDllllG
3, Kel qua nghien cii'u iBang 2. .^, 4. 5, 6. ~. S. 9. 10)
NOi DUNG Gidl TiNH
HON NHAN
Bang 2. Thdng ke m a u nghien cilu
^PHAN LOAI TAN SO Nam
NO Chua liet hon Da ket hon
109 96 100 104
TY'Lf%
13.4 46,6 49.0
" 5 1 . 0 1 4 l
TUdi
TRiNH DO
THU NHAP
N O l d
Tit 21-30 T S S H O TO 41-50 Tu 51-60 TrSn 61 DUOI dai hoc Dai hoc Khac Tu5lneu-10 tneu TLI 10 Sheu-20 tneu TO 20 tneu tro len Cac tinh thupc Dong Nam Bo Cac tinh mien Tay Cac tinh mien Tiung Cac tinh mien Bac
34 31 36 35 39 63 70 71 69 71 64 52 64 49 39
^161 15.2 17.6 17.2 19.1 30 9
" ' 1
34.3 34.8 33.8 34.8 31.4 25,5 31.4 24.0
loi
Bdng 3, Tong hdp l<et qua kiem djnh Cionbach's Alpha thang do Yeu to
1 2 3 4 5 6 7
Su tin cay Sydap Ling Sy dam bao Qieu kien la nhien Co so vai chat Giaca va thanh toan Su hai long
Bien quan sat ban dau Bien quan sat cdn lal 4 3 5
7 5 8
4 6 5 7 5 , 4
3 3
Cionbach's Alpha 0.891 0 869 0.860 0.898 0.897 0 790 0 824
Bien b| loai TINCAY4 DAPUNG3 DAMBA03
CSVC3 GIACA_TT5
Bang 4. Ket qua kiem djnh KMO doi vdi c a c bien d p c lap Kaiser-Me^-Olidn Measure of Sampling Adequacy.
Bartlett's Test of Sphencity Approx. Chi-Square Df Sig.
'106 000
238 So 1-Thang 1/2020
1 ^ ' "•
KINH DOANH
Bang 6, Tong phi/Ong sai giai Ihich cdc yeu to
« J
£
BgenvBluas khdi lao ^ iSng binh phuong cua h$ so tai yen to dUdc trfch
iSig
1 ' 6776 2 J 3 4 5
4.278 2.769 2182 1.989 6 f.661
TIN CAY
DAP UNU
DAM UAO
—
-
Pear j Corre
Sig."{
N Pear?
Corre Sig. (
Pears I Corre Sig(
N
%cua phuong sai
23.365 14.750 9.514 7.523 6.859 5.727
Tyl§% ,jg^ %cua tfch luy ^ phuong sai 23.365 ' 6.776 23.365 38.115 1 4.278 14.750 47.630 1 2.759 9.514 55.152 2 182 7.523 62.011 1.989 6.859 67.738 ' 1.661 5.727
%cua tfch luy 23 365 38.115 47.630 55.152 62 011 67.738
Bang 6, Ket qua phdn tich EFA thang do sil B I I N Q U A N SAT
HAIL0NG2 HAIL0NG1 HAIL0NG3 KMO Gia It! rieng
% Phuong sai trich Tong phuong sai
Bang 7, Mo tidn tUdng quan TINCAY DAPUNG DAMBAO DK
on 1 1 224'* 192"
ation 2-tailed)
on ation 2-tailed)
on ation -tailed) i
.001 1 .006 204 1 204 1 204 224" 1 294"
001 1 ' .000 204 204 204
92" .294" 1 006 000 204 204 204
_TUNHIEN .362"
.000 204 .306"
.000 204 238"
001 204
Twig binh phuong cua h$ so tai yeu to xoay
TSng 1 * = * = phuang sal 4.438 15.304 3.632 12.524 3.613 12 457 2.970 10.241 2 547 1 8.782 2 445 8.430
hdi long THANH PHAN
0 890 0 847 0.844 0.707 2 222 74.069 74.069%
CSVC GIACA_TT 258" 1 257"
000 1 .000 204 204 .024 ' 029 .737 1 675 204 204 -.001 .242"
988 000 204 204
%cua tichluy 15 304 27.828 40 285 50 527 59.309 67.738
'
HAILONG .533"
.000 204 .457"
.000 204 .419"
.000 204
So 1 -Ttiang 1/2020 239
TAP Cll C6NG TKtfNt
DK TU NHIEN
CSVC
GIA CA_TT
HAI LONG
Pearson Correlation Stg (2,lailedi N Peaison Conelation Sig (2-lailed) N Pearson Conelation Sig (2-tailed) N Pearson Correlation Sig. (2-tailed)
1 '^
TINCAY .362"
000
" 204
.258"
^ .000""
204 257"
" .m
204 .533"
.000 204
DAPUNG .306"
000 204 .024 .737 204 029 675 204 .457"
.000 204
DAMBAO .238"
.001 204 -.001 .988 204 .242"
.000 204 .419"
,000 204
DK_TUNHIEN 1
204 .325"
.000 204 175*
.013 204 . 5 6 1 "
.000 204
CSVC .325"
.000 204 1
SIACA_TT 175' .013 204 172*
\ 014 204
.172*
014 204 .389"
.000 204
204 1
204 .436"
.000 204
HAILONG . 5 6 1 "
.000 204 ,389"
,000 204 ,435"
,000 204 1
204
Mohlnh I
Mo fiinti HOI quy Phan du Tong
R=
644
Bang 8, Tdm tat md hinh R^ hl$u chtnh 1 D$ sal tieu chuan cua U6c lupng
.633 ' .45428
H$ so Duibin-Watson 2.047 Bang 9. Phdn tich Anova tiong hoi quy tuyen tinh
long cac binh phuong 73 530 40 655 114 185
df Trung binh binh phuong 6 1 12 255 197 1 .206 203 I
F 59.384
Sig. .000a
Bdng 10, Ket qua hoi quy H# so chua ctiuan hoa
„ Sai l§ch chuan
H§ so chuan hoa
— Giatn
Hang so TINCAY DAPUNG DAMBAO DK_TUNH1EN CSVC GIACA_TT
-946 .169 192 .220 254 .214 242
250 034 034 057
.049 045
236 265 179 244 .201 .246
-3 786 4.940
Gia III
000 000
Da cOng tuyen D0 chap VIF
nh$n
5.694 3.841 4 930 4.337 5.401
000 000 000 .000 .000
794 832 ,835 737 845 "
873 1 260 1.202 1 198 1 358 1.183 1.146
240 Sol -Thang 1/2020
KINH DOANH
phiWnc trinh hoi quy chifa chuan hoa co dang:
HAILONG = -0.946 + 0.169*TINCAY + 0.192*DAPUNG + 0.220*DAMBAO + 0.264*DK_TUNHIEN + 0.214*CSVC + 0.242*GIACA_TT
Do rim vi phgm cdc gid thiet hoi guy:
t Gia djnh phdn du co phdn phoi chudn: phan dtf chuan h6a cua phiTtJng trinh hoi quy co dang tlinh chuong va phan pho'i chuan nen ket luan gia djnh phdn phoi chuan phan diT du'de dap u'ng. Kel qui phan dif chuan h6a phan anh phan pho'i chuan eiia phan dif xa'p xi chuan Mean = 3,57E-15 (gia irj tmng Wnh gan bang 0) va do lech chuS'n Sid.
Dcv = 0.993 (d6 lech chua'n gan bang 1). Do dd, kel luan gia thuye't phan pho'i chuan cua phan dtf khfing bi sai pham. Tifdng tif, bieu do P - P Plot cho thS'y, cic bie'n quan sat khong phan tan qua xa dtfflng th^ng ky vong, nen khang dinh gia thuyet phan ph^i chuin klidng vi pham.
• Gid dfnh Hen hf luyen linb: du'de kiem tra bing bieu d6 phan tin scatter cho phan dtf chuan hda va giii tri dtf todn chu^n hda. Ke't qud minh chiJng phdn dtf phan tdn ngau nhien Erong nioi vung xung quanh dtfdng di qua tung do 0, khong 1^0 thSnhmOt hinh dang cu the nao. Nhtf vay, gia dinh li^n he tuye'n tinh dtfdc dap tfng.
4. Thao luOn kd't qua nghidn ctfu V(3i he so R- hidu chinh la 0,644 hay 06 bien doc IJpilUli vao mo hinh giai thich dtfdc 64,4% stf thay doi cua bien phu thupc; con lai 35,6 % la do cac hifin ben ngo^i mo hinh va sai so' ngau nhien, each thu Ihap dir lieu, Trj so F dat gia tri 59.384; dong thai gid tri ,sig cua kiem dinh F la 0.000 < 0.05. Nhtf vSy, mo hinh hoi quy tuyen tinh dtfdc xay dtfng phii h^ vdi tdng the. Tij" ket qua nghien ctfu cho iha'y.
i:(i06y^ut6'ye'u to anh htfcfng de'n stf hiii long cua
du khach npi dia doi vdi cha't lifdng dich vu du lich tai Bai Sau VQng Tau. Mtfc dp anh htfSng cua cac yeu to \ep theo thtf ttf giam dan nhtf sau: Stf dap tfng. Gia ca va thanh loan. Dieu kien ttf nhien, Stf tin cay. Cd s6 vat chat va Stf dam bao. Dieu nay the hien thong qua tam quan trpng cua cac he so' a chuan hda trong phtfdng trinh hoi quy la:
YHL = 0.236*TINCAY + 0.265*DAPUNG + 0.179*DAMBAO + 0.244*DK_TUNHIEN + 0.201*CSVC + 0.246*GIACA_TT Kei qua nghien ctfu phan anh cac ye'u to' dtfdc dtfa vao mo hlnh nghien ctfu ciia bai vie'l la phii hdp. Cu the, >eu to "Stf tin cay" phiJ hpp vdi kel qua nghien ctfu cua Parasuraman & cpng .stf (1985.
1988), Cronin \d Taylor (1992), Le Thai Sdn. Ha Nam Khanh Giao (2014|. Pham Thi Didp Hanh (2018); Ye'u to' "Stf dap tfng" phu hdp vdi nghien ctfu ciia Le Thai Sdn. Ha Nam Khanh Giao (2014).
Parasuraman & cong stf (1985, 1988); Cronin va Taylor (1992); Ye'u lo 'Stf dam bao" phii hpp vdi nghien ctfu cua Le Thai Sdn, Ha Nam Khanh Giao (2014), Parasuraman & cpng stf (1985. 1988);
Cronin va Taylor (1992); Yeu to' "Dieu kien ttf nhien" phu hdp vdi nghien ctfu cua Pham Thj Diep Hanh (2018), Parasuraman & cdc hpc vien (1985, 1988); Cronin va Taylor (1992); Ye'u to "Co.sd vai chat" phll hdp vdi nghien ctfu cua Pham Thj Diep Hanh (2018). Parasuraman & cpng stf (1985, 1988); Cronin \ a Taylor (1992); Ye'u to "Gia ca va Ihanh loan "phu hpp vdi nghien ctfu ciia Pham Thj Diep Hanh (2018). Kel qua nghien ctfu chtfng minh nhtfng stf triing hdp gitfa 06 yeu to' ttf cac nghien ctfu khac. Tuy nhien se cd nhtfng thay doi va dieu chlnh nha't dinh. cung nhtf mtfc dp ldc d6ng ciia ye'u 10 cung khac nhau tai nhtfng dia phtfdng cd bo'i canh khac biet •
TAILIEU THAM KHAO:
I Binh Cong Thdnh. Pham Le Hong Nhung vd TrUcfng Qud'c Dung (2011). Ddnh gid mi'fc do hdi long cua khdch
"Pi d,a dd'i vdi du lich tinh Sdc Trdng. hltps://sj.ciu.edu.vn/ql/docgia/download/batbao-
^I0firongiruong_so20a_23.pdf
2. Hodng Trong. Chu Nguyin Mcmg Ngoc (2008). Phdn ticb eld lieu nghien cdu vdi SPSS. NXB Hdng Diic. TF HCM.
•'- Ij Thai Son. Hd Nam Khdnh Giao (2014). Ngbien cdu edc nhdn to ldc dong den sU hdi long cua du khdch ldi P'lOvoHdiAn. Tgp chi Cong Tbucfng. Hd Noi.
^ IMOI DU tich Viet Nam s609/2017/QH14. Quoc hoi NKilc CHXHCN Viet Nam thdng qua ngdy 19/6/2017. Hd Nm.
So 1 -Thdng 1/2020 241
TAP Cll EdNE TllllllllG
.i. ;Vei,v,^„ B.i The vd Vo U Hanh Tin I2010i. Cng tiung niD hinh Hohai deddnh gid silhiti long nw khdch du lich quoc le lai mot iliein den: Tnidng lilfp thanh pho Dd Ndng.
6. \suyin Dmh Thp I2ul2i PhUdng pluip nghien ciiii klioa life Irong kmh doanh. \.\B Liiodi/ng \u Iun. Ha Ni/i.
7. Pham Tin Diep Hanh I2II1XI \~hu n cih, cdc sen Uianh hlldlig den sil hdi long cda du klidch den Ddo Plui Qude. Tap ehi Cdng Tliifonit. Hd \di
\ga.\ nhan bai: 14/12/2019
N!iii> phan bien danh gia \a su'a ctlila: 24/12/2019 Njza.". chS'p ntian dang bai: 4/1/2020
Thimg tin \ i Idc gia:
l . N G l V I ' N M I N H T R I E T Pho Bi thi/linh Doan.
Chii tjch HQI Lidn hivp Thanh nien Vi?t Nani tinh Bii Rja - Viing Tau 2. HOANG NUNH 1)1 NC;
Khoa Kinh le. Trif<(ng Dai hpc Thu D^u MOt. tinh Binh Di/dng
SERVICK QUALITY FACTORS THAT IMPACT THE DOMESTIC TOURISTS' SATISFACTION
AT VUNG TAU BACK BEACH
• NGUYEN MINH TRIET
Deputy Secretary of Ho Ctii Minti Communist Youth Union of Ba Rio - Vung Tau Province;
President of Vietnam Youth Federation of Ba Rio - Vung Tau Province
• HOANG MANH DUNG Facuity of Economics, Thu Dau Mot University,
Binh Duong Province
.\BSTR.\CT:
Vung Tau Back Beach, or the so-called Thuy Van Beach, locates in south east of Vung Tau cin and u stretches about 8 kilometers from Small Mountain to Cua Lap. Facing the Vietnam's Easl sea. Vung Tau Back Beach has a charming beauty of a seaside tourist attraction with year- round mild ueather. emerald waters, fine sloping sand, modem & cosy resorts and hotels.
Recently, \ ung Tau Back Beach has been losing its atu-activeness towards tourists due lo the emerging nearby destinationv. Therefore, il is critical to identify the service quality factors that impacl the tourists' satisfaction in order to build up policies and strategies to gain back domestic iinirists' favors.
Keywords: Vung Tau Back Beach (Thuy Van Beach), Vung Tau province's tourism, domestic tourists' satisfaclion
242 So 1 -Thdng 1/2020
