Su* hai long cua du khach
v6i marketing du Ijch tai TP. Can Thtf
NGGYIN HUYnH PHaCfC THI$N- HO Ddc HUNG"
Tom tdt
Nghien cffu duac thuc hien nham ddnh gid mffc do hdi ldng cua du khdch vdi marketing du lich tgi TP. Cdn Tha. Dff lieu nghiin cffu dugc tbu thdp thdng qua phong vd'n trUc tiep 450 du khdch bdng bdng cdu hoi. Kit qud nghien cffu dd chi ra co 7 thdnh phdn marketing du Hch dnh hudng di'n sU hdi long cua du khdch den TP. Can Tha Id: Ca sd vgt chdt hg tdng du lich; Xuc lii'n du lich: Gid cd; Sdn phdm du lich; Quy trinh dich vu; Nguon nhdn luc du lich: Phdn phoi.
Trong do, Ca sd vgt chdt hg tdng du lich la thdnh phdn dnh hudng mgnh nhdt ddi vdi sU hdi long cua du khdch din TP. Cdn Tha.
Tuf khda: diem de'n du lich, marketing du lich. sU hai ldng cua du khdch Summary
This research aims at examining tourists' satisfaction with tourism marketing in Can Tho city.
Research data was collected through direct interviews by questionnaires with 450 visitors.
The results point out seven components of tourism marketing affecting satisfaction of tourists traveling to Can Tho city, which are Tourism facilities and infrastructure. Tourism promotion.
Price. Tourism products, Service process. Human resources in tourism. Place. Specifically.
Tourism facilities and infrastructure is the most influential component.
Keywords: tourism destination, tourism marketing, tourists' satisfaction Giai THIEU
TP. Can Thd vdi vi tri trung tam kinh te', vdn hda, tai chinh cua ca vung Dong bang sdng Cilu Long, cd nhieu tiem ndng dd' phdt trid'n du lieh. Can Thd cd cd sd vat chat ha tang phdt trien, giao thdng thuan tidn, he thd'ng nhd hang, khdch san ddp ffng nhu cau td chffc edc su" kidn ldn, hdi nghi, hpi thao tim khu vffe. Nhflng die'm du lieh sinh thai, di tieh Heh sff, lang nghe truyen thd'ng, sff kidn van hda Id hdi dac sac thu hut ngay cang nhieu du khach dd'n trai nghiem. Chinh vi vay, ehinh quyen dia phffdng da xde dinh phdt trien du Iich trd thdnh nganh kinh td'quan trong trong dinh hu"dng phdt trid'n kinh td' - xa hdi cua TP. Can Thd.
Tuy nhidn, de' cd the phat trid'n ngdnh du Iich va thu hut nhieu du khdch, TP. Can Thd can phai dau tff rat nhieu cho boat ddng marketing, bdi day la chia khda dffa ngdnh du Iich di dd'n thanh cdng. Cdc hoat ddng marketing khdng nhffng giup dia phffdng thu hut nhieu du khdch. ma edn day manh tidu thu cac san pha'm, dieh vu va dam bao cho sff tdn tai, phat trien eiia ngdnh du Iich trong mdi trffdng canh tranh gay gat hidn nay.
Do dd, nghien cffu nay dffde thffe hien nhdm phan tieh St; hdi Idng eiia du khach vdi marketing du lieh
\a de xua't mot so'ham y eho edc nha quan ly ngdnh
du lieh TP. Cdn Thd giiip nang eao sff hai long va thu hiit ngay cang nhieu du khach de'n vdi dia phffdng.
CO sd LY THUYET VA M 6 H I N H NGHIEN CLfU
Crf sd ly thuyd't
Theo Coltman (1989), marketing du iich la mot he thd'ng edc nghien cffu vd lap ke' hoach nham tao cho td chffc du lieh mpt trie't ly quan tri hodn chinh vdi cde ehid'n Iffdc va chien thuat thich hdp de dat dffdc muc dich. Lanquar vd Hollier (1992) eho rdng, marketing du lich Id mpt loat cdc phffdng phdp vd ky thudt nhdm thoa mdn nhu cau cua du khdeh, ed the la tidu khien hodc nhiMg mue dich khdc. Theo To chffc Du lich Tiid' gidi (2007), marketing du lich Id mpt trie't ly quan tri md nhd nghidn cffu, phan tich vd dff dodn; td chffc du lich cd thd' dem san pham ra thi tn/dng sao cho phii hdp vdi nhu cau du khdch vd mue dieh thu nhieu Idi nhuan ciia in chffc dd.
'Tri/dng Dai hpc l a y Do
" T r i / d n g Dgi hpc Kmh te' TP. Ho Chi Minh
Ngdv nhdn hdi; 25/6/2020: ,\,i,'<h phdn bi?n: 15/7/2020: Sg, , duyi'i ddng 20/7/2020
48
Nghien cffu ve marketing du lieh dd dffdc nhieu tde gia 6i cap trong cae nghien effu trffdc ddy. Cdc tae gid da vdn dung ede cdng eu ctia marketing hon hdp vao hoat dpng marketing du lich eua dia phffdng. Trong nghien effu ndy, nhdm tde gid van dung 7Ps marketing hdn hdp eua Booms va Bitner (1981) vdo hoat dpng marketing du lich tai TP. Can Thd. Tuy nhien, de van dung phu hdp vdo dieu kien TP.
Can Thd, tren ed sd kd' thffa ke't qua ede nghien cffu trffdc dd, nhdm tdc gia da thffc hidn tie'p bffdc nghien effu sd bd, dinh tinh vd dinh Iffdng.
Qua kd't qua nghien cffu sd bp, nhdm tdc gia de xua't md hinh nghien cuTj chinh thffc gdm 7 thdnh phan marketing du lich: (1) Cd sd vat chat ha tang du lich;
(2) Xuc tid'n du lieh; (3) Gid ca; (4) San pham du Iich; (5) Quy trinh dich vu; (6) Ngudn nhan Iffc du lich; (7) Phan phd'i;
thang do chinh thffc vdi 28 bid'n quan sdt dffde sff dung eho nghidn cffu chinh thffc dinh Iffdng tie'p theo de do Iffdng sff hdi ldng cffa du khdeh.
Md hinh nghidn cffu thd' hidn d Hinh vdi bay gia thuyet HI, H2, H3, H4, H5, H6, H7 tffdng ffng vdi cac thdnh phan marketing du lich tff (1) de'n (7) dffdc ky vpng deu cd anh hffdng tieh cffc de'n sff hai Idng cua du khdeh.
Phtftfng phap ngidn eii'u Sd'lidu sd ed'p dffdc thu thdp thdng qua phong vd'n trffe tie'p 450 du khach tai dia bdn cac qudn, huyen cila TP. Can Thd bdng hang cdu hdi dffdc thie't ke' theo 7 thang do, vdi thang did'm Likert 5 mffe dd. Phffdng phdp chpn mdu thuan tien dffpc tid'n hanh dd' tid'p can ddp vidn muc tieu, bdi VI danh sach td't ea du khdch de'n du lich tai TP. Can Thd trong thdi gian Id'y mau khdng thd' bid't trffdc. Thdi gian thu thdp sd' lieu sd ca'p dffde de'n hdnh tff thdng 6-10/2()19.
KET QUA NGHIEN CIXJ
Kid^m djnh d$ tin c^y cua thang do Kd't qua kid'm dinh d Bang 1 eho thd'y, cdc thang do deu cd hd sd' Cronbach's Alpha trdn 0,6; cac bid'n quan sat deu dat hd sd' tffdng quan vdi bid'n tong Idn hdn 0,3; vd hd sd'Cronbach's Alpha se giam, ne'u loai ba't ky bie'n nao. Do dd, cdc bie'n do Iffdng nay deu dam bao dp tin eay vd dffdc sff dung trong phan tich nhan td' tid'p theo.
HiNH: MO H I N H MGHIEM CCfU CHIMH T H t f C Cff Sff vat chat hai tSng du lich m*
Xuc tien du lich IH2^
I Gia ca
\^
San pham du lich H4
1 '
Quy trinh dich vu
r-
Nguon nhan lire du lich IH6»
Phan phoi
P
r
- H H a i long ciia du k b a c h
Nguon- N h o m tac gia d ^ xuat BANG 1: K E T Q U A K I E M D I N H DQ TIN Ci^Y CUA THANG DO
NhSn tar
C(J sd vat chat ha iSng du lich (VC) Xuc lien du lich (XT) Gii ca (GC) San pham du lich (SP) Quy trinh dich vu (QT) Nguon nhan liTc du lich (NL) Phan phoi (PP)
SfTbifTn quan
sdt 5 4 4 4 4 4 3
H$ a6 tiAAig quan bie'n - long
nh6 nha't 0,563 0,659 0,628 0,411 0,614 0,477 0.478
Cronbach's Alpha
0,855 0,894 0.886 0.819 0,843 0.747 0,748 Mgu. Ket qua tinh toan
Kdt qua ph3n ti'ch nhSn td kham pha (EFA) Bang 2 cho tha'y, cdc kid'm dinh dffdc dam bao nhff sau: 0,5 < KMO = 0,782 < 1,0, nen plidn tich EFA la thich hdp cho dff lidu thi/c te'; Sig. = 0,00 < 0,05, ede bid'n quan sdt cd tffdng quan tuye'n tinh vdi nhan td'dai didn, ndn vide phan tich nhdn td'da cd y nghia; Phffdng sai edng don la 68,829% > 50%, dat yeu cau, cd nghTa la 68,829% thay doi eua cdc nhan to' dffdc giai thich bdi eae bie'n quan sat. Ben eanh dd, ke't qua phdn tich EFA cho tha'y, cd 7 Eigenvalues dau tien ldn hdn 1, nen cd 7 nhan to' dffdc chpn trong nghidn effu va edc bie'n quan sat deu cd he so' tai nhan to' Idn hdn 0,5 nen dat yeu cau.
Bang 2 eung eho thd'y, khdng ed sff thay dd'i ve viec gom nhdm cac bid'n quan sat so vdi md hinh nghien cffu da de xua't, gom 7 nhdm nhan to' dpc lap vdi 28 bie'n quan sdt.
Kd't qua phSn ti'ch h6i quy Binary Logistic Cdc nhdm nhan to' ndy 6ddc dffa vao phdn tich hoi quy Binary Logistic de xac dinh mffc dp anh hffdng eua tCTng nhan to'dd'n sff hai long cua du khdch, dffdc thffc hien thdng qua phffdng trinh hoi quy nhi phan:
'Log [P(Y = !)/P(Y = 0)J = B^ + B,FI + B,F2 + B,F3 + B/4 + B/5 + B/6 + B/7
Economy and Forecasi R f i
49
BAMG 2: MA TR^N NHAM TO SAO KHI XOAY Bl«rn
quan sat VCl VC2 VC3 VC4 VC5 XTI XT2 XT3 XT4 GCI GC2 GC3 GC4 SPI SP2 SP3 SP4 QTI QT2 QT3 QT4 NLI NL2 NL3 NL4 PPI PP2 PP3
NhSnt^
1 0,661 0,823 0,824 0,814 0,750
2
0,790 0,826 0,877 0,838
3
0,826 0,821 0,754 0,848
4
0,887 0,873 0,586 0,877
S
0,867 0,802 0,756 0,762
6
0,685 0,766 0,797 0,729
7
0,889 0,791 0,733 H# so KMO = 0,782; Sig = 0,00; Phifong sal cong don = 68,829%
BANG 3: KET QUA PHAN TICH HOI QUY BINARY LOGISTIC C&c bi^n d$c l$p
FI - Co sd vat chai ha lang du lich
F2 - Xiic tien du licli F3 - Gia ca F4 - San pham du lich F5 - Quy trinh djch vu F6 - Nsuon nhan life dii lich F7 - Phan phoi HesoB„
B 1.079 0,769 0,428 0.481 0.814 0.410 0.423 -2.952
S.E.
0.24!
0.202 0.187 0.194 0.195 0.169 0.201 0.268
Ki^mdinh Wald
20,071 14,531 5,255 6,114 17,393 5.868 4.452 120.896
Sig.
0.000 0.000 0.022 0.013 0.000 0.015 0.035 0.000
Exp(B)
2,940 2,157 1,535 1.617 2,256 1,507 1,527 0,052 Omnibus Te.st of Model Coefficients
Chi-square = 87,792 Sig. = 0.000
Trong dd, bie'n phu thudc 1 do Iffdng sir hdi long cua du khdeh va nhan hai gid tri: 1 la hai long, 0 la khdng hai long; cdc bid'n dde lap FI, F2. F3, F4, F5. F6, F7 tffdng ffng vdi cac thanh phan marketing du Ijch tff {1) dd'n (7) trong md hinh.
Bang 3 cho thay, kid'm dinh Omnibus vdi gid tri Sig. = 0,000 < 0.05 cho bid't mo hinh dffa ra phu hdp vdi dff lieu thffc te, nghTa la cd md'i quan he tuye'n linh giffa cde bie'n doc lap vdi bie'n phu thupc. O cdt Kid'm dinh Wald, ta't ca cac bie'n dpc lap deu cd Sig. < 0,05, nen tffdng quan ed y nghia thd'ng ke giffa bie'n doe lap vd bid'n phu thuoc vdi dp tin cay 95%.
Gid tri Sig. cua he so B^ = 0,000 < 0,05, nen he sd' ttJ" do cung cd y nghTa trong md hinh.
Ben eanh dd. Bang 3 cung cho thdy, he so' B cua ta't ca cdc bid'n doe lap deu dffdng, nen ca 7 thanh phan marketing du lich deu anh hffdng cung chieu vdi sff hdi Idng cua du khach. Mffc dp dnh hffdng cua tifng thdnh phan marketing du lich theo thff tff Id: Cd sd vat cha't ha tang du lich, vdi he so ExpCB^) = 2,940 > 1, nghia Id khi thanh phan nay tdng them 1 ddn vi, thi xac sua't hdi long cua du khach se tang 2,940 lan vdi dieu kien cde thdnh phdn khdc khdng doi. Tie'p theo Id: Quy trinh dich vu [ExpCB^) = 2,256]; Xuc tien du lieh [Exp(B,) = 2.157]; San pham du hch [Exp(B^) = 1,617]; Gid ca [ExpCBj)
= 1,535]; Phan phd'i [Exp(B,) = 1,527];
Nguon nhan lffc du lich Exp(Bg) = 1,507].
Mffc dp chinh xdc eua md hinh dffdc the hidn d Bang 4 cho thd'y, trong 20 trffdng hpp dffdc du khdch dff dodn khdng hdi Idng ve hoat dpng marketing du lich eua TP. Can Thd, md hinh da dff doan dung 15 trffdng hdp, vdi ty Id dung la 28,3%; Con 430 trffdng hdp dffdc du khdch dff dodn hai long ve hoat dpng marketing du lich cua TP. Can Thd, md hinh dff dodn sal 38 trffdng hdp, du" dodn dung 392 trffdng hdp, vdi ty le dung la 98,7%; Ty le dff dodn dting eua toan bp md hinh la 90,3%. Qua dd ed the ke'l luan rdng. mo hinh hoi quy Binary Logistic sff dung trong nghien cffu la hodn toan hdp I^.
KET LUAN VA HAM Y CHINH SACH Kd't qua nghidn cffu da xdc dmh dffdc mffc dp anh hffdng cua iffhg thanh phan marketing du lich dd'n su'hai Idng ciia du khdch tai TP. Can Thd Iheo trinh^lr nidm dan la: Cd sd vat cha't ha lang UL IC Quy
50
trinh dich vu; Xuc tie'n du lich; San pham du lich; Gid ca; Phan phdi; Nguon nhan lffc du lieh. Thdng qua dd, nhdm tac gia de xua't mot sd'ham y cho cdc nha quan ly ngdnh du lich TP. Can Thd nhff sau:
Thff nhd't, hoan thien cd sd vat chd't ha tang du lich. Xay dffng va nang ed'p hd thd'ng ede diem tham quan du lieh, vui chdi giai tri, cd sd Iffu tru, nha hang, khdch san, thdng tin lien lac. He thd'ng giao thdng dffdng bd can dffdc quan tam nang ca'p hdn nffa, nha't la ede tuyd'n dffdng trong did'm, cdc tuyd'n Id de'n cac diem du lieh. Chinh quyen dia phffdng phd'i hdp vdi cac sd, ban nganh trid'n khai xay dffng cdc quy hoach chi tie't ede dff dn kha thi phdt trien du Ijch.
Thff hai, ve quy trinh dieh vu. Nganh du lich TP. Can Thd c^n day manh hdp tdc vdi cdc to chffc khoa hpc trong vd ngoai nffde, hffdng ddn va tao dieu kidn thuan ldi eho cdc doanh nghiep nghidn cthi ffng dung khoa hpc, edng nghe vao quy trinh phuc vu de quy trinh, thii tue dang ky tour nhanh gpn, lich trinh tour chinh xde; thiet ke' cdc dich vu phii hdp vdi nhu edu du khdch va cung ed'p dich vu diing nhff cam kd't.
Thffba, day manh cde hoat ddng xuc tid'n du lieh eiia dia phffdng. Theo dd, Sd Van hda, The thao vd Du lieh TP. Can Thd can phd'i hdp ehat che vdi cde ed quan, ban ngdnh, ddn vi kinh doanh du lieh gidi thidu edc hoat dong du hch ha'p din, doe ddo cua Can Thd. Dong thdi, xay dffng chie'n Iffdc xuc tie'n du lich mot cdch khoa hoc, phu hdp vdi tffng giai doan cu the' trong chid'n Iffdc phat tnen kinh te - xa hdi eua dia phffdng, de' tffng bffdc xay dffng thanh cdng thffdng hieu du lieh Can Thd tren thi trffdng du Hch trong va ngoai nffdc.
Thfftff, day manh khai thac cde loai hinh du lieh dac trffng ciia dia phffdng.
Npanh du lieh TP. Can Thd can tap trung day manh khai thac 3 loai hinh du lich chinh: du lieh MICE, du lich sinh thdi, du
BANG 4: KET QUA KIEM DjNH TINH CHINH XAC CUA MO HINH
Quan sat
Cam nhSn
Khong hai long Hai long
Di^ dodn Cam nb^n Khdng hai long
15 5
Hai 16ng 38 392
Mtfc dO chinh x^c cuakS'tqna drf doan (%)
28,3 98,7
Ty I^ drf doan cliinh xac cua md hinh (%) 90,3 Mg^'
lieh vdn hda. Dong thdi, phdt trien cdc loai hinh du lich phu trd khde: du Hch di/dng sdng, du lieh nghi dffdng, du lieh homestay, du lich tham quan nghien cifu, du lich cud'i man va du lich hoc tap, chffa bdnh. Bdn canh do, Can Thd can phat trien he thd'ng cdc san pham du lich bd' sung mang dae trffng eua dia phffdng, nhff: a'm thffc dia phffdng, hdng lffu niem va hoat ddng vdn hda truyen thd'ng.
Thff ndm, thffc hien hffdng dan, kid'm tra vd xff ly vd'n de gia ca sdn pham, dich vu tai cac did'm, khu du lich. Cde ed quan, ban, ngdnh ehu qudn hffdng ddn ede ddn vi kinh doanh du lieh tuan thu dung nhffng quy dinh cua Nha nffdc ve nidm yet gid vd thffc hien dung gid niem ye't; thffdng xuydn thanh tra, kiem tra, xff ly edc vi pham ve gid tai cdc diem, khu du hch trdn dja ban. Bdn canh dd, to' chffc ddnh gid, binh chon edc diem dich vu dat chuan vd cd hinh thffc khen thffdng nhdm phuc vy du khach den tham quan du Iich td't hdn.
Thff sdu, xay dffng he thd'ng kenh phan phd'i de sdn pham du hch de'n dffdc vdi du khdeh dl dang vd thudn tidn. Cd the thie't ke' gdm 3 kdnh, nhff: Kenh trffc tid'p tff ede ddn vi sd hffu hodc quan ly diem den de'n vdi du khdch; Kenh 1 cap thdng qua edc cdng ty Iff hdnh dd' dd'n vdi du khdeh; Kenh 2 ed'p thdng qua Tong cue Du lich hoae Sd Vdn hda. The thao vd Du lieh dd'n vdi cde cdng ty Iff hanh va de'n vdi du khdeh.
Thit bdy, nang cao chat Iffdng nguon nhan lffc du lich. Nganh du lieh Can Thd can tid'n hdnh rd soat hien trang ngu6n nhan Iffe du lieh vd cd kd' hoach ddo tao, h6i dffdng gan vdi bo' tri, sff dung hieu qua nguon nhdn Iffe du lich sau ddo tao; thu hiit nguon nhan Iffc chat Iffdng cao, nhd khoa hpe, cac ddn vj du lich trong vd ngoai nffdc. Dong thdi, ed ehinh sdch hd trd cho nhdn sff di hpe, ehinh sdch luan chuyen thu htit edn bd phu hdp vdi tinh hinh thffc td vd kha nang ngan saeh eiia dia phffdng. •
TAILIEU THAM KHAO _ 1. Lanquar, R., Hollier, R. (Pham Ngpc Uyen va Biii Ngpc Chffdng dieh vd bidn soan) (1992).
Marketing du Itch, Nxb Thd'gidi, Ha Npi
2. Booms, B. H., and Bitner, M. J. (1981). Marketing strategies and organization structures for ser\'ice firms, American Marketing Association, Chicago
3. Coltman, M. M. (1989). Tourism Marketing, Van Nostrand Reinhold. New York
4. World Tourism Organization (2007). A practical guide to tourism destination managemenl, UNWTO, Madrid
Etonomy and Forecasi Revie
