Cdcyeu todnh hudng den...
CAC YEU TO ANH HlTdNG DEN QUYET DINH L U A C H Q N DIEM DEN DU LICH CIIA DU KHACH TAI KHU DV LICH
LAM VIEN - NUI CAM
Trdn Minh Hieu', Chau Thi Thuy Duong'' TOM TAT
Nghien ciru chi ra bdy yeu tS anh hu&ng din quyit dinh lua chgn diim din khu du Itch Lam Vien - Niil Cam cua khdch du lich. (I) ddng luc du lich, (2) eg s& ha tdng, (3) lich sirvd vdn hda, (4) dm thuc vd mua sdm, (5) mdi tru&ng canh quan: vd (6) thdng tin diim din. Phucmg phdp nghien cuu dugc sir dung de kiem dinh md hinh ly thuyet bao gdm (I) nghien cuu dinh linh thuc hien thdng qua phuang phdp thdo ludn tay ddi (n = 5) vd (2) nghien ciru dinh lugng dugc thuc hien bdng ky thudt phdng vdn qua bdn cdu hdi chi tiet (n - 200). Thang do dugc ddnh gid bdng cdng cu kiem dinh do tin cdy Cronbach's Alpha vdphdn tich nhdn td khdm phd (EFA). Kit qud nghiin ciru nay segiup cdc s&, ban, ngdnh du lich, cdc doanh nghiep du lich nhan biet cdcyeu td dnh hu&ng den quyet dinh lua chgn diem din cua khdch du lich tai khu du lich Ldm Vien - Niil Cdm 1dm ccr s& trong de xudt chien luge phdt triin ngdnh dich vu du lich.
Tir khoa: diim din du lich, khd ndng tiep can diem den, dm thuc vd mua sdm, mdi tru&ng cdnh quan, thdng tin diem den, ldm viin - niil Cdm.
FACTORS AFFECTING TOURISTS IN MAKING DECISIONS ON DESTINATIONS AT THE LAM VIEN - CAM MOUNTAIN TOURIST AREA ABSTRACT
The study identified seven Factors affecting tourists in making decisions on destinations at the Lam vien - Cam Mountain Tourist Area: (1) tourism motivation, (2) infrastructure, (3) history and culture, (4) food and shopping, (5) landscape environment: and (6) destination information.
The research methods used to test the theoretical model include (1) qualitative research conducted through the hand-to-hand discussion method (n = 5) and (2) quantitative research conducted by interview techniques through detailed questionnaires (n = 200). The scale was assessed using the Cronbach's Alpha reliability testing tool and exploratory factor analysis (EFA). The results of this study will help tourism departments, agencies and tourism enterprises to Identify factors affecting the decision on tourist destination selection In Lam Vien - Cam Mountain tourist area as a base. Basil In proposing a strategy to develop the tourism service industry.
Key words: tourist destination, food and shopping, landscape environment, destination information. Cam Park - Cam mountain.
• ThS (NCS) Tru&ng Dal hoc An Giang, DHQG-HCM E-mail: tmhleu(^,agu.edu.vn
" CN, Tru&ng Dal hgc An Giang, DHQG-HCM.
85
Tap chf Kinh td - Ky thu^t 1. GIOI THIEU
Trong thdi dai ngay nay ciing vdi su chuyen bien Idn cua cac thanh Uru khoa hgc - ky thuat, ddi sdng cua ngudi dan ngay cang dugc nang cao va dugc quan tam nhieu ban ca ve vat chit lan tinh than. Vi the, chat lugng cugc sdng ngay cang dugc nang cao cung vdi cac nhu cau ve tinh than nhu: vui choi, giai tri,...dac biet la du Ijch dugc tang cao. Ddi vdi bat cir cac nganh nghe kinh doanh nao thi viec hieu rd hanh vi khach hang trong viec quyet djnh su dung san pham, djch vu cua doanh nghiep la rat quan trgng. Dieu nay cang dac biet quan trgng han ddi vdi cac nganh djch vy nhat la du Ijch - khi ma rat khd de cho doanh nghiep cung iing djch vu cd the thdng tin cho khach hang tat ca cac dac tinh ciia san pham dich vu du lich ciia minh. Do do, cac doanh nghiep lam du Ijch can phai nam bat dugc ro rang hanh vi ciia khach hang trong viec dua ra quyet dinh lya chpn cac dich vu du lich, de cd nhimg chinh sach thu but dugc sy quan tam cua khach hang.
Niii Cam cdn dugc ggi vdi ten khac la Nui 6ng Cam, cd dp cao khoang 710m, cd canh quan rat hiiu tinh va khdng khi mat lanh trong lanh den ndi nhieu ngudi da vi khu vuc nay nhu mgt Da Lat ciia khu vyc mien Tay Nam Bd.
Khu du Ijch da dugc quy hoach, dau tu nhieu cdng trinh de phuc vu va phat trien du Ijch. Cach thanh phd Long Xuyen - trung tam kinh te, chinh trj, xa hpi tinh An Giang khoang 60km, khu du Hch Niii Cam nam trong viing That Son hiing Vl, huyen bi. Day la diem du Ijch tam linh tin ngudng dac trung ciia tinh An Giang.
Nhin chung, khach du Ijch ludn mudn di den nhiing viing dat mdi la, tim hieu nhirng nen van hda ddc dao, trai nghiem nhiing viing dat khac nhau. Khach du Ijch cd dieu kien danh thdi gian va ngudn tai chinh de thyc hien nhilu chuyen du lich trong ddi va coi day la ca hdi vira de nghi ngai vira tai tao sue lao ddng, vira de kham pha nhimg nen van hda mdi va bdi dap kien thuc cho minh. Viec lya chpn mot diem den
cung cd thi se khdng phai la uu tien cua bp neu khdng cd mgt nhu ciu dac biet nao do hoac sy cam mln, gin kit dac biet. Hieu dugc khach du Ijch lua chpn dilm din du Ijch d dau va cac yeu td tac ddng din quylt dinh nhu thi nao se giiip cho nganh du Ijch d dia phuang chii ddng ban ve viec dap ung nhu cau du Ijch nham giup cho du khach co nhieu phucmg thiic lua chgn du Hch ban. Nghien ciiu nay se cung cap thdng tin cho cac nha lam du Ijch biet dugc cac yeu td nao tac dgng den viec lua chgn diem du Ijch la khu Lam Vien - Niii Cam ciia du khach va giiip cho cac nha quan ly du Ijch dja phuang khai thac du Ijch tdt ban, thu hiit khach du Ijch va cd ngudn thu nhap dn dinh cho dja phuong.
2. CO S 6 LY THUYET VA PHlTONG PHAP NGHIEN ClTU
2.1. Cff sd ly thuyet ve hanh vi 2. /. /. Dinh nghia ve hanh vi tieu diing
Hanh vi ngudi tieu diing la toan bd hanh ddng ma ngudi tieu diing bdc Id ra trong qua trinh trao ddi san pham de thda man nhu cau ca nhan. Dd la trudc, trong va sau khi mua. Theo Wilkie W L. (1994), hanh vi tieu dimg la cac hoat ddng ve the chat, tinh cam va tinh than ma con ngudi phai trai qua trong viec lua chgn, mua va sir dung va phan hdi san pham hay djch vu nham thda man nhu cau va mong mudn cua hg (dan theo Vd Thi Kim Ngan, 2015).
Theo Kotler (2001), ngudi lam kinh doanh nghien ciiu hanh vi ngudi tieu diing vdi muc dich nhan biet nhu cau, sd thich, thdi quen cua hg. Cu the la xem ngudi tieu diing mudn mua gi, sao hg lai mua san pham, djch vu do, tai sao hp mua nhan hieu dd, hg mua nhu the nao, mua d dau, khi nao mua va miic do mua ra sao de xay dyng chien luge marketing thuc day ngudi tieu diing lya chpn san pham. djch vu cua minh (dan theo V6 Thj Kim Ngan, 2015).
2.1.2. Qud trinh ra quyet dinh mua cua ngudi tieu dung
Theo Phan Dinh QuyIn (2013) qua trinh ra quylt djnh mua hang trai qua 5 budc: Nhan biet nhu cau, tim kiem thdng tin, danh gia cac phuang an khac nhau, quylt djnh mua va danh gia sau khi mua.
Cdc yeu to dnh hudng den...
Danh gia cac phucmg an
Quyet dinh
Danh gia sau khi
Nguon: Theo Phan Dinh Quyin (2013) Hinh 1. Quy trinh ra quyet dinh mua cua khdch hdng
1.2. Cff sd ly thuyit ve du lich va dilm den du lich
2.2.1. Khdi niem ve du lich
Du Ijch la mpt boat ddng di chuyin din mgt nai khac noi minh sinh sdng trong mgt thdi gian nhat djnh de thu gian, giai tri nham dap ung nhu eSu tham quan, tim hieu, nghi dudng (Chinh phu Viet Nam [CPVN], 2005). 6 vj tri ciia mgt nha kinh doanh thi du Hch la mgt co hdi de lam tang doanh thu va lgi nhuan tir viec cung cap hang hda va dich vu nham dap iing nhu cau ciia khach hang (Ngd Thj Dieu An & Nguyin Thj Ganh Kilu, 2014). Theo Dilu 4 ciia Luat Du Hch Viet Nam (2006) thi du Ijch la boat dgng lien quan den chuyen di ciia con ngudi ngoai noi cu tni thudng xuyen cua hg nham dap irng nhu ciu tham quan, tim hiiu, giai tri, nghi duong trong mgt khoang thdi gian nhat djnh.
2.2.2. Khdch du lich
Khach du Ijch la mpt khai niem kha phiic tap, tai mdi qudc gia khac nhau se xay dyng khai niem nay theo nhiing chuan myc khac nhau.
Khach du Ijch dugc phan thanh 2 nhom: khach qudc tl va khach ngi dja (Ngd Thi Dieu An &.
Nguyin Thi Ganh Kilu, 2014). Theo Luat Du lich Viet Nam, khach du Ijch dugc dinh nghia nhu sau: "Khach du Ijch la ngudi di du Ijch hoac ket hgp di du Ijch, \nx trudng hgp di hpc, lam viec hoac hanh nghl de nhan thu nhap d nai den."
(Dilu 10, chuong 4, Luat Du Ijch Viet Nam).
2.2.3. Diim din du lich
Dilm din du Ijch la mgt vj tri dia ly ma du khach thyc hien hanh trinh din dd nham thda man nhu ciu theo muc dich chuyen di cua minh, dilm din du Ijch dugc xac dinh dya theo pham vi khdng gian iSnh tbd. Xet tren phuang dien
kinh te thi day dugc xem nhu yeu td cung du Ijch bdi nd thda man nhiing nhu ciu tdng hgp ciia khach hang. Day cung la yeu td kich thich va hap dan du khach thuc hien chuyen di ciia minh, tir do hd trg cho viec phat trien he thdng du Ijch.
Do do, xet tren nhieu phucmg dien thi diem den du Ijch la yeu td quan trgng nhat trong he thdng du Ijch (Ngd Thj Dieu An & Nguyen Thj Ganh Kilu, 2014, tr.IOO). Theo Vu Dire Minh (2008) thi diem den du Ijch la noi xuat hien cac yeu td quan trgng nhat, ddng thdi cung la nai du khach tim dugc hau het cac tien nghi va djch vu hd trg cho chuyen di cua minh. Hau bet cac diem den du Ijch bao gdm nhieu yeu td cau thanh nhu sau;
cac diem hap dan du Ijch, giao thdng di lai, noi an nghi, cac tien nghi va djch vu hd trg, cac boat dgng bd sung.
2.2.4. Quyit dinh lua chpn diem den Theo Hwang (2006), quylt dinh lya chgn dilm din du Ijch la giai doan ma khach du Ijch dua ra quyet djnh cudi ciing ciia minh ve su lua chgn diem den, cd nghTa la khach du Ijch chgn mgt diem den nam trong tap hgp nhirng dilm din thay thi cd sin da dugc tim hieu d cac giai doan trudc, va trd thanh mgt ngudi tieu diing thuc su trong ITnh vuc du Ijch (dan theo Trin Thi Kim Thoa, 2015). Theo Keating &
Kriz (2008), quylt djnh lya chgn diem din la quylt djnh chpn mgt dilm din cu the trong sd nhilu dilm din khac nhau, dd la kit qua danh gia ddi vdi cac thdng tin diem din va sy hap dan cua hinh anh dilm din; dugc thiic day bdi ddng lye di du Ijch ciia du khach frong viec lua chgn mgt dilm din thich hgp nhIt ddi vdi hg (dan theo Nguyin Xuan Hiep, 2016).
Tap chi Kinh te - Ky thu&t 3. PHU^ONG PHAP NGHIEN ClTU
Nghien ciiu dugc thyc hien qua 2 budc:
Nghien ciru so bd (dinh tinh) va nghien cim chinh thiic (djnh lugng). Nghien cim so bg nham dieu chinh va bd sung cac thang do ve thanh phan anh hudng den quyet dinh lya chgn dja diem du Ijch ciia du khach tai khu du Ijch Lam \^en -Niii Cam, nghien ciiu chinh thiic nham thu thap, phan tich dir lieu khao sat (Hinh 2).
Nghien ciru sff bo (dinh tinh): Qud trinh thdo luan tay ddi duac thuc hiin vdi cd mdu n=5 dap vien bdng dan bdi thdo ludn da duac soan thdo trudc, muc dich ciia hogt ddng nay la nhdm khai thdc them nhirng thdng tin cdn thiet de xdy dung vd hoan thien bdn cdu hdi.
Dap viin duac chgn theo phucmg phdp Idy mdu thudn tiin.
Xac dinh van dc nghien ciru He thong hoa c a s a ly thuyet
Thao luan n h o m n=5
Thiet ke bang cau hoi Phong van thu n = 1 0
C h m h sura, hoan thien bang cau hoi
Thu thap dvt heu
Lam sach, ma hoa va phan tich du: lieu
Vict bao cao nghien cuu
Nguon: ddn theo Sgityin Dinh Thg &
Nguvcn Thi Mai Trang (2012) Hinh 2: Quy trinh nghiin ciru
Nghien ciru chinh thirc (dinh lurgng):
Nghien cim chinh thuc duac thuc hien thdng qua ky thudt phdng vdn true tiep bdng bdn cdu hdi da chinh sua vd hoan thdnh tir nghien ciru sa bg. Mdu duac chgn theo phuang phdp phi xdc sudt vd ky thudt chon mdu thudn tien. Ddi tuang khdo sdt la nhirng du khdch dd hoan thdnh viec lira chgn diim din vd da den Ldm Viin - Nui Cdm. Sau khi diiu tra, tien hanh kiim tra vd lua chgn cdc bdng cdu hdi dat yiu cdu vd cd gid tri dung diphdn tich. Sau do, thuc hien hieu chinh vd md hda dir lieu. Dir lieu sau khi ldm sach, se duac xir ly bdng phdn mem SPSS. Sau khi md hoa vd ldm sach dir lieu, se tiin hanh phdn tich theo cdc budc: Ddnh gid do tin cdy cita thang do bdng he sd Cronbach s Alpha vd phdn tich nhdn td khdm phd (EFA).
4. KET QUA NGHIEN ClTU VA DANH GIA THlTC TRANG
4.1. Ket qua nghien cihi
Nghien cuu djnh lugng dugc tien hanh vdi 200 ban hdi dugc thu ve trong tdng sd 200 ban hdi dugc phat ra. Trong sd cac ban hdi thu ve co 1 ban hdi bi loai bd vi dap vien khdng tra Idi day du thdng tin.
Ket qua kiem djnh do tin cay bang he so Cronbach's Alpha cho thay tat ca cac bien quan sat deu dat yeu cau theo timg thang do cu the (Bang 1).
Bang 1: Kiim dinh thang do bdng he sd tin cdy Conbach's Alpha
Bien quan sat
Tycmg quan bien
t6ng
Cronbach's Alpha neu loai bien THANG DO DONG LUC DIEM DEN Cronbach's Alpha = 0,663
DLDLl DLDL2 DLDL3 DLDL4 DLDL6
0,304 0,522 0,433 0,397 0,410
0,633 0,557 0,587 0,601 0,596
Cdc yeu to dnh hi/dng den...
THANG DO HA TANG VA KHA NANG TIEP CAN
Cronbach's Alpha = 0,660 HTTC7
HTTC8 HTTC9 HTTCIO
0,390 0,510 0,455 0,413
0,627 0,545 0,584 0,614 THANG DO LICH SlT VAN HOA Cronbach's Alpha = 0,6S9 LSVHU
LSVH12 LSVH13 LSVHU
0,458 0,487 0,577 0,377
0,634 0,617 0,552 0,684 THANG DO A M THU^C MUA SAM Cronbach's Anpha = 0,742 ATMS 15
ATMS 16 ATMS 17 ATMS 18 ATMS 19 ATMS20
0,435 0,472 0,572 0,594 0,413 0,401
0,718 0,709 0,679 0,673 0,723 0,729
THANG DO MOI TRlTONG CANH QUAN Cronbach's Alpha = 0,682
MTCQ21 MTCQ22 MTCQ23 MTCQ24
0,433 0,561 0,503 0,395
0,637 0,573 0,590 0,669 THANG DO THONG TIN DlfiM DEN Cronbach's Alpha = 0,644
TTDD25 TTDD26 TTDD27 TTDD28
0,413 0,425 0,489 0,377
0,583 0,577 0,529 0,612 THANG DO QUYET DINH DIEM DEN Cronbach's Alpha = 0,776
QDDD29 QDDD30 QDDD31 QDDD32 QDDD33
0,463 0,532 0,659 0,633 0,465
0,762 0,742 0,696 0,705 0,762
Qua ket qua kiem dinh he sd tin c3y, cac biln quan sat diu dat yeu ciu va tiln hanh phan tich EFA xac djnh cac ylu to tac ddng din quylt djnh
Nguon: Ket qud phdn tich dir lieu cita tdc gid lya chgn diem den du Ijch ciia du khach. Sau hai lan tien hanh phan tich EFA, loai bd cac bien khdng dat yeu cau (Bang 2).
KMO Sig. cua l(iem dinh Bartlett's
Biln ATMS18 ATMS 17 ATMS 16 ATMS 19 ATMS15 TTDD27 TTDD26 TTDD25 TTDD28 LSVH13 LSVHU LSVH12 LSVH14
0,630 0,000 YeutS 0,823 1 0,775 0,682 0,570 0,557
2
0,742 0,723 0,618 0,602
.1
0,805 0,741 0,711 0,536
4
s
6I
Tap chi Kinh tg - Ky thuat MTCQ22
MTCQ23 MTCQ21 MTCQ24 DLDL2 DLDLl DLDL3 HTTC9 HTTC7 HTTC8 HTTCIO Cronbach's
Alpha Phu-ong sai trich
0,729 0,644 0,689
0,798 0,746 0,674 0,556
0,682
0,787 0,757 0,687
0,642
0,802 0,820 0,782 0,741 0,657 59,203%
Ket qua phan tich EFA cd thay cd 6 yeu td tac ddng den quyet djnh diem den ciia du khach: (1) am thyc mua sam; (2) Thdng tin diem den; (3) Hch sir va van hoa; (4) Mdi trudng canh quan; (5)
Nguon: Kit qud phdn tich dir lieu cua tdc gid Ddng luc du Ijch; va (6) Co sd ha ting.
Md hinh nghien cuu hieu chinh sau kiem dinh do tin cay va phan tich nhan td kham pha (Hinh 3)
D^ng lire du lich
Hinh anh diem den - Co so ha tang - Lich sir va vSn hoa - Am ihiic va mua sAm - Moi truang canh
quan
Thdng tin diem den
-^^
^ ^ ^ ^
^ ^ ^
Quyet djnh lira chgn diem den du lich Lam Vien - Nui Camciia du khach
Hinh 3. Md hinh nghien ciru dieu chinh
5. DANH GIA THUC TRANG VE QUYET DINH LU^A CHON DIEM DEN DU LICH LAM VIEN - NUI CAM CUA DU KHACH
• Hoantotknkhonpditngy =• Khi'mi;Joni;\ "Tninghda Dongy •Hoanioanddngy
Nguon: Kit qud phdn tich dir lieu ciia tdc gid Hinh 4. Bleu dd thi Men mirc do ddng y cita khdch du lich ve quyet dinh lira chgn diem den thong qua ti le vd gia tri trung binh ciia timg viu ti
Cdcyeu todnh hudng den...
M u c do danh gia ciia khach du lich ddi vdi cac quyet djnh v l lya chgn dilm d i n du Ijch dugc danh gia kha cao va nam trong khoang ddng y (3,41-4,2).
QDDD29 "Anh/chi da can n h i c kT luang trudc khi lya chgn Niii Cam" cd ti le hoan toan ddng y cao nhIt la 42,4%, ti le ddng y chilm 38,7% va ti le khdng ddng y chilm 11,5% cho thay muc do ddng y cao cua khach du lich v l qua trinh can nhac kT ludng trudc khi lya chgn diem den du Ijch.
QDDD30 "Anh/chj cho rang quyet djnh lua chgn Niii Cam cua anh/chj la hoan toan dung dan" chiem ti le cao mirc do hoan toan ddng y la 42,9%, ti le ddng y la 3 3 % va muc do khong ddng y chiem ti le la 3 , 1 % cho thay khach du lich danh gia cao ve quyet djnh lya chgn diem den va tdn trgng quyet djnh ciia minh.
QDDD31 "Anh/chj giii nguyen quyet dinh lya chgn Niii Cam ngay ca khi cd co hdi dugc thay ddi" va QDDD32 "Anh/chi se gidi thieu Niii Cam cho nhung ngudi khac" cd tdng ti le hoan toan ddng y va ti le ddng y chiem hon 80%, dilu nay cho thiy khach du Ijch it bj cac tac ddng khac lam thay ddi quyet djnh lya chgn dilm din du Hch va khach du Ijch se gidi thieu v l dilm d i n vdi nhung ngudi khac khi lya chgn diem den du Ijch.
QDDD33 "Anh/chj hai Idng vdi quylt djnh chgn d i l m den Nui Cam" chiem ti le cao muc do hoan toan ddng y la 5 5 % , ti le ddng y chilm 31,9% va ti le khdng ddng y chilm 7,9%
cho thiy muc do hai long kha cao cua khach du Hch khi quylt dinh lua chgn diem den du lich.
6. KET LUAN
Khu du Ijch Niii C i m vdi nhung lgi the v l dilu kien ty nhien, van hda, Ijch sir se cd nhieu tilm nang d l phat trien du lich, dac biet la du Ijch tam linh. Tuy nhien, di tang sire h i p dan ciia khu du Ijch Niii C i m ddi vdi du khach can phai tao ra cac san pham du Hch mdi ben canh nh&ng san pham du Ijch truyen thdng.
Qua ket qua phan tich he sd tin cay Cronbach's Alpha, phan tich nhan td kham pha EFA cho thay cac yeu td tac ddng din quylt djnh lya chgn diem den cua du khach ddi vdi khu du Ijch Lam Vien - N i i i Cam cd 6 thanh phIn gdm ( I ) ddng lye du lich, (2) ca sd ha tang va kha nang tiep can diem den, (3) Ijch su va van hda, (4) am thuc va mua sam, (5) mdi trudng canh quan, (6) thdng tin diem den.
Vdi muc dich la giai thich dugc hanh vi ciia khach du Hch trong viec dua ra quyet djnh lya chgn du Ijch tai Lam Vien - Niii Cam, de tai da cho thay dugc nhijng nhan td nao cd tac ddng den su lua chgn ciia khach du Ijch dang tham quan tai Lam Vien - Niii Cam. Qua dd cd the hieu rd hem ly do lya chgn du Ijch ciia ddi tugng khach hang muc tieu du lich tai khu du Ijch Lam Vien - Niii Cam.
TAI LIEU THAM KHAO
[I]. Nguyen Xuan Hiep (2016). Cdc yiu td dnh hudng din quyit dinh lira chgn diim din cua khdch du lich: Trudng hgfp diem den TP.HCM. Tap chi phat triln kinh t l so 9 (2016). NXB Dai hgc Kinh te TP.Hd Chi Minh.
[2]. Trin Minh Dao (2006). Gido trinh Marketing cdn bdn. Ha Ndi: NXB Dai hgc Kinh t l qudc dan Ha Ndi.
[3]. Hoang Trgng va Chu Nguyen Mdng Nggc (2008), Phdn tich dir lieu nghien cuit vdi SPSS, Nha xult ban Hdng Dire, TP.HCM, Viet Nam.
[4]. Nguyen Dinh Thg. 2011. Phuang phdp nghien cim khoa hgc trong kinh doanh:
NXB lao dgng - xa hdi.
[5]. Ngd Thj Dieu An va Ha Nam Khanh Giao (2014), Gido trinh tdng quan du lich, Nha xult ban Da Nlng.
