TAP CHl CONG THIfdNG
CAC NHAN TO ANH HUdNG DEN GIA TRI CAM NHAN CUA KHACH DU LICH
VE LOAI HINH SINH THAI MIET VlTCfN
• NGO TH! PHUdNG THAO
TOM TAT:
Tai Viet Nam, du lich smh thai la mdt trong nhffng loai blnh du lich dang ngay cang phdt hien manh me va thu hut du khach trong va ngodi nffdc, ddng thdi dffdc ddnh gid nhff la gidi phap hiiru hidu di bao ve mdi trffdng. Gid trj cam nhan cua khdch hang dffdc xem Id mdt trong nhffng ye'u td'quan trpng d^ tao nen thanh cdng cua mdt nganh nghe. Viec phan tich cac nhan td'anh hffdng de'n gid tri cam nhdn cua khach hang se giup cac nha hoach dinh chi^n Iffdc cua dja phifdng hieu rd hdn v l hdnh vi khdch hdng, tit dd dffa ra chi^n Iffdc d^ duy tri dffdc khdch hang hien tai va thu hut khdch hang mdi.
Ttf khoa: Gid tri cam nhdn, du Ijch sinh thai midt vffdn, nhdn td anh hffdng.
1. Crf sdly thuyd't 1.1. Du lich sinh thdi miet vUdn
Du lich sinh thdi midt vffdn la hinh thffc du lich dffa vao nhffng dieu kien tff nhidn san cd cua dia phffdng nhff cae khu vffdn cay trdi, vffdn hoa kie'ng, cdc khu trang trai. Theo nghien cffu eua Vd Thj Anh Van: "Du lich sinh thdi miet vffdn la ten gpi chung cho loai hinh du lich la'y canh quan sdng nffdc va vffdn cay an trai lam diem nha'n. La mdt loai hinh du lich cung ca'p san pha'm du lich cho du khdch dffa tren nen tdng cdc vffdn cdy dn trdi tdp trung, ed qui md tifdng dd'i Idn va gan vdi canh quan sdng nffdc".
1.2. Gid trl cam nhan cua khdch hdng Khdi niem: Cd rd't nhieu khdi niem gid tri cam nhan cua khach hang (GTCN), tuy nhien nhin chung khi ndi ve GTCN Id sff can dd'i giffa nhffng
gi khach hang nhan dffdc va nhffng gl bd ra de cd dffdc san phd'm hay dich vu. Gia ea khdng chi mang tinh tien td, ma cdn bao gdm ca nhffng chi phi cd hdi khdng mang tinh tien te, dffdc goi la gia ea hanh vi (GCHV): la thdi gian, nd life bd ra dd' ed dffdc dich vu. Ben canh gid ea tien tS (GCTT) va gid ca phi tidn te, danh tie'ng (DT), chd't Iffdng cam nhan (CLCN) va phan ffng cam xue (PUCX) cung anh hffdng de'n GTCN (Petrick 2003: 252). Tff nhffng khdi niem tren, cd the' rut ra: GTCN Id sff cam nhan vd ddnh gid td'ng quat cua khdch hang ve DT, CLCN, GCTT, GCHV va PUCX cua khach hdng dd'i vdi dich vu.
Cdch thdc do ludng: Dffa vdo cae md hinh 1;^"
thuye't cua cdc nghien ettu tru'dc dd, thffdc do GTCN khi mua djch vu bao gdm: (1) PUCX; (2) CLCN;
(3) DT; (4) GCTT; (5) Gid ca phi tien te (GCHV).
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2. Cac gia thie't va x3y dtfng thang do md hinh nghidn ctfu
2.1. Cdc gid thiet
2 }.]. Quan he gida GTCN vd cdc ye'u id ciia no:
PUCX la sff md ta mem vui thich ma dich vu mang lai cho khdch hang (Sweeney et al., 1998).
PUCX cua khach hang dd'i vdi dich vu cang td't, ho cang cam tha'y vui ve, thoai mdi, hoac hanh phiic khi sff dung djch vu, GTCN tdng qudt ve dich vu dd cang cao.
Gid thiet HI: PUCX tdc dong cdng chieu len GTCN
CLCN Id ddnh gid cua ngffdi tieu diing ve sff ndi trdi hay ffu the' tong quat vd cha't Iffdng mdt san pham hay djch vu (Zeithaml, 1988). Khach hang cang cam nhan chat Iffdng ciia dich vu td't, GTCN tdng quat cua hp cang cao.
Gid thiet 112: CLCN cd tdc dong cdng chieu len GTCN.
DT Id sff uy tin cua mot san phd'm hoac dich vu dffdc cdm nhdn bdi ngffdi mua, dffa vao hinh anh cua nha cung ca'p do (Dodds et al., 1991).
Dich vu cd DT cang td't, khach hang tin tffdng, GTCN ve dich vu cang cao.
Gid thiet H3: DTcua dich vi4 cd tdc dong cdng chiiu len GTCN.
GCTT la gid ea cua djch vu dffde khdch hdng ghi nhd (Jacoby & Olson, 1977). Trong thang do cua Petrick (2002), ye'u td' GCTT du'dc do theo hifdng gia ea dd cd tffdng xffng vdi dich vu khdch hdng nhan dffdc.
Gid thie't H4: GCTT cd tdc diing cdng chieu vdi GTCN.
GCHV la gia ca phi tien te phai bd ra de cd dffdc djch vu bao gdm thdi gian va nd lffc de tim kie'm dich vu dd (Zeithaml, 1988). Khdch hang cdng cam thd'y de dang trong viec tim kie'm va cd dffdc dich vu, khdng phai ma't nhieu thdi gian, ehi phi, hp se cam nhdn gid tri cua dich vu dd cang cao.
Gid thie't H5: GCHV cd tdc dpng cdng chieu vdi GTCN.
2.2. Xdy dting thang do
GTCN gdm 5 thdnh phan- (I) PUCX gdm 4 bie'n quan sdt; (2) CLCN gom 3 bie'n quan sdt; (3) DT gdm 5 bie'n; (4) GCTT gdm cd 5 bie'n quan sat; (5) GCHV gdra 7 bie'n quan sat.
3. Kd't qua nghidn ctfu
3.1. Ddnh gid thang do bang Af sd tin cay Cronbach 's Alpha
Bang 1. Cronbach's Alpha cho thong do cua cdc vdn de nghien ctfu
Kyhi$u Bien quan sat Tuang quan
bien - tdng
Cronbacti's Alpha neu ioai bien nay Glad (PR): Cronbach's Alpha =0.798
PR1 PR2 PR3 PR4 PR5
Kha re PhaiChang On dmh Hdi
Phu hdp vdi ciiat luong
.503 .723 397 581 .724
.785 .712 816 .759 .716 ChU lupng dm nh$n (QP): Cronbach's Alpha = 0.654
QP1 QP2 QP3
Oi^m du IjCh an toan, tin cay DjCh vu tdt
Ndi bSt
.398 .597 413
.640 .357 .629
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TAP CHl C O N G T H U U N G
Kytii^u Bien quan sat TUdng quan
bien - tong
CtDnbach's Alpha neu loai bien nay Gla ca hanh W (BP): Cronbach's Alpha = 0.784
BP1 BP2 BP3 BP4 BP6 BP6 BP7
De'dang tim kiem die'm du iich De"dang chon diem du iich d bat cir dau De'dang tim kiem dicil vu De'dang lua chpn djch vu De'dang biet thong tin khuyen mai it tdn thdi gian
Tien ioi khi sCl dung cac djch vu tai diem du i|Ch
535 .488 578 .607 453 .466 480
.752 .761 .744 .738 769 .769 762 Danh Ueng (RE): Cronbach's Alpha = 0.869
RE1 RE2 RE3 RE4 RES
Co uy tin
DUdc nhieu ngudi biet den DUdc danh gia cao DUdc xep hang cao Dat nhieu giai thudng
.641 .675 .768 .780 .623
.854 .846 .823 .819 .863 Phan Ong cam xuc (ER): Cronbach's Alpha = 0.840
ER1 ER2 ER3 ER4
Cam thay thoai mai Cam thay thu gian Cam thay duoc tdn trong Cam thay duoc quan tam, cham sdc
.622 .736 719 .616
819 .768 .776 .821
Cae thanh phan cua thang do GTCN deu cd he so' tin cay Cronbach's Alpha tff 0,6 trd len va ed he sd' tu'dng quan bie'n - tdng trdn 0,35. Dp tin cdy trong mffc phu hdp, do vdy cdc bie'n trong thang do se dffdc sff dung d l thffc hien phan tich nhan id EFA.
3.2. Bdnh gid thang do bdng phdn tich nhdn tdkhdm phd (EFA)
3.2.1. EFA cho thang do GTCN
Ke't qua nghidn cffu cho thd'y ehi sd KMO khd cao (0,87) va Sig. < 0.05 (0,000), nhff vay cdc bie'n ciia thang do GTCN la thich hdp. Ke't qua
phffdng sai giai thich 5 ye'u to" dIu tien cd Eigenvalue > 1 vd phffdng sai trich dffdc la 59,58%. Tuy nhien, bie'n BP6 cd tffdng quan manh dd'i vdi ca 2 thanh phan la BP va ER do do bie'n BP6 se hi Ioai ra khdi thang do. Bie'n BP7 khi xay dffng thang do thudc thanh phan BP, nhffng cd he so' tffdng quan vdi thdnh phan nay nhd vd cd tffdng quan manh vdi thanh phan ER.
Do vdy, bid'n ndy van dffdc giff Iai trong thang do nhffng thudc ye'u td PUCX. Sau dd, thffc hidn phdn tich phdn td'lai cho thang do sau khi loai bo bie'n BP6, ke't qua nhff sau:
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Bang 2. Kit qua KMO va Bartlett's test sau khi loqi bien BP6 Kalser-Meyer-Olkin Measure of Sampling Adequacy.
Bartiett's Test of Sphericity
Approx. Chi-Square Df Sig.
.867 3210.783
253 .000
Bang 3. Ket qua torn tdt cua mo hinh "GTCN"
Model 1
R .634(a)
R Square .401
Adjusted R Squa[«
.391
Std. Error of the Estimate .49777 a Predictors: (Constant), CLCN, GCHV, GCTT PUCX, DT
Model
1
Bdng Sum of Squares
Regression Residuai
Totai
4. Ket qua p h a n tich Anova Square
48.862 72.846 121.708
Df 5 294 299
c u a m o hinh Mean Square
9.772 .248
GTCN"
F 39.441
Sig.
.000(a)
a.Predictors: (Constant), CLCN , GCHV, GCTT PUCX , DT b.Dependent Variable: GTCN tdng quat
Ket qua luc nay ehi sd KMO = 0,87 vd Sig = 0,000 cho thd'y md hinh phan tich nhdn td la phu hdp. Ke't qua tai Bang 2 cung cho tha'y, cdc bie'n quan sdt deu cd hd sd' tai cao len nhdn td' dai dien va thd'p hdn ddng ke len eac nhan to cdn Iai, vi vdy 5 thanh phan cua thang do dat difdc gid tri hdi tu va gid tri phdn biet. Thang do GTCN sau khi dffdc kiem dinh dd tin cay va tinh Ipc Iai bao gdm 5 thanh phan vd 23 bid'n quan sdt.
3.3. Kiem dinh mo hinh vd cdc gid thidt 3.3.1. Kiem dinh gid thie't mo hinh cdc yeu to tdc dong len GTCN {Bing 3).
Md hinh ed R^ dieu chinh la 0,391 cd nghia la cdc ye'u td gia ed tien td, CLCN, GCHV, DT va PUCX giai thich du'dc 39,1% sff thay ddi cua GTCN. Tuy mffc 0,391 Id khdng qua cao nhffng ke't qua nay cha'p nhdn dffdc.
Ke't qua tff Bang 4 cho tha'y gid tn Sig la 0,000 (< 0,05), do dd Gia thuye't HO bi bdc bd vd chffng
to md hinh hdi quy tuyen tinh bdi nay phu hdp vdi tap dff lieu vd cd the sff dung dffdc.
Qua Bang 5, ta ed the thd'y md hinh hdi quy tuye'n tinh mdu ed gid tri he sd'dd dd'cBl, B2, B3, B4, B5 deu khde 0. Mffc y nghTa quan sat dffdc (Sig) eua 5 thanh phan deu cd gid tri < 0,05 chffng td Gia thie't HO bi bdc bd. Nhff vay, xet tren tdng the', cac ye'u td'DT, PUCX, gia ca tien te, GCHV va CLCN cd tdc ddng len GTCN khi tham gia chuye'n du hch sinh thai midt vffdn. He sd'phdng dai phffdng sai (VIF) cua 5 ye'u td'deu nhd hdn 10 nghTa la khdng xay ra hidn tffdng da cdng tuyen trong md hinh ndy. Tff nhffng ke't qua tren, ta cd the xdy diTng phffdng trinh hdi quy tong the:
GT'CA' = 3,203 + 0,193*DT + 0,301"" PUCX + 0,127^GCTT + 0,093'^GCHV + 0,104^CLCN + £
Ke't qua phan tich hdi quy tuye'n tinh bdi cho thd'y he .so'hdi quy giffa PUCX vdi GTCN Id 0,30,
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TAP CHi CONG THlftfNG
Bang 5. He so' hoi quy cua md hinh "GTCN"
Model
1 (Constant) Danh tie'ng Phan Ling cam xuc Gia ca tien te Gia ca hanh vi Chat iuong cam nhan
Unstandaidlzed Coefficients B 3.203
.193 .301 .127 .093 .104
Std. Error .029 .029 .029 .029 .029 .029
Standardized Coefficients
Bela
.302 .472 .199 .146 .163
T
111.464 6.702 10.454 4.417 3.240 3.603
Sig
000 .000 .000 .000 .001 .000
Coliinearity Statistics
Tolerance
1000 1.000 1.000 1.000 1.000
VIF
1.000 1.000 1.000 1.000 1.000 a Dependent Variable: GTCN tong quat
giffa CLCN vdi GTCN la 0.10, giffa DT vdi GTCN Id 0.19, giffa GCTT vdi GTCN la 0.13, giffa GCHV vdi GTCN la 0.09. Dieu nay cd nghia cdc yd'u td'deu ed tae ddng ciing chieu Idn GTCN.
Nhff vdy, Gia thuyd't HI, H2, H3, H4, H5 dffdc chd'p nhan.
4. Kd't lu^n
Nghien cffu da xdc dinh dffdc 5 thdnh phin tae ddng len GTCN tai he thd'ng Sieu thi Co.opMart (I) Gid ca tien td; (2) CLCN; (3) GCHV; (4) DT;
(5) PUCX.
Ke't qua cho thd'y, cdc thanh phan nay deu tae
ddng ciing ehidu Idn GTCN. Trong dd, thanh phin PUCX ddng vai trd quan trpng nha't dd'i vdi GTCN.
Tiep theo la ye'u to' DT eua cac diem DLSTMV xep vi tri thff hai trong vide tdc ddng len GTCN.
Sau dd la de'n gid ca tien te, CLCN va cud'i ciing la GCHV.
Ngoai ra, dffa tren ke't qua nghien cffu, tac gii de xud't nen tang GTCN khi tham gia cdc chuyen DLSTMV bdng cdch tang cam xuc cho khach hang, tang DT cho cdc did'm du lich vd giai quyet ede vd'n de lidn quan de'n gia ca tien te cae chuyen du Iich sinh thai miet vffdn •
TAI LIPU THAM KHAO:
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6. Dean. A. and Webster, CM. (2006), "Comparing factors that contribute to value: The case of seniors and shopping", Australian and New Zealand Marketing Academy Conference, Brisbane, Australia.
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Ngay nhan bai: 20/10/2019
Ngay phan bi^n danh gia va su'a chffa: 30/10/2019 Ngay chap nhan dang bai: 10/11/2019
Thdng tin tdc gid:
ThS. N G O THI PHlJOfNG THAO Khoa Quan tri kinh doanh
Trffdng Cao dang Cdng Thffdng TP. Hd Chi Minh
FACTORS AFFECTING THE PERCEIVED VALUE OF TOURISTS ABOUT THE GARDEN ECOLOGY
• MA. NGO THI PHUONG THAO Faculty of Business Administration Ho Ch\ Minl-i City Industry a n d Trade College
ABSTRACT:
In Vietnam, ecotourism, one of the fast-growing forms of tourism, has attracted many domestic and foreign tourists. It has also been considered as an effective solution to protect the environment. The perceived value of customers is considered as one of the most important factors to create the success of the sector. By analyzing the factors affecting the perceived value of customers, it will help local strategic planners to better understand customer behavior, thereby making strategies to maintain existing customers and attract new ones.
Keywords: Perceieved value, garden ecotourism, influencing factors.
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