Tac dong cua yeu to Mang xa hoi va Nhan thufc phat trien ben vutig den Quyet djnh lu'a chon diem den cua du khach tai Tay Nguyen
HOANG THI CHINH"
Hiu THI THANH MAI"
Tom tat
Ke't hop giffa phuang phdp nghien cffu dinh tinh vd nghiin cffu dinh luang, bdi vii't xdc dinh md'i quan he giffa cdc ye'u id Mgng xd hgi vd Nhdn thffc phdt trien ben vffng di'n Y dinh du lich vd Quyi't dinh lffa chgn diem di'n c&a du khdch tgi khu vffc Tdy Nguyen. Phuang phdp dinh tinh phong vdn cdc chuyen gia trong llnh vUc du Uch de dieu chinh, bd sung thang do. Phuang phdp dinh lugng nham kiem tra do tin cay Cronbach's Alpha, phdn tich nhdn tdkhdm phd (EFA), phdn tich nhdn td khang dinh (CFA), kiem dinh mo hinh vd gid thuyi't nghien ctiu bang md hinh cdu true tuyen tinh (SEM). Ki't qud nghien cffu cho thdy, Y dinh du Uch co vai tro tich cue trong mdi quan hi giffa: Mgng xd hdi; Nhgn thffc phdt triin bin vffng; Quyei dinh lffa chgn diem de'n.
Tit khoa: mgng xd hgi. nhdn thffc phdt triin ben vffng, quyi't dinh Itia chgn diem den. Tdy Nguyen, y dinh du Uch
Summary
Combining qualitative and quantitative methods, this study is lo test the relationship between social networks and perception of sustainable development lo tourism intention and decision to choose a travel destination in Central Highlands. The qualitative approach is used while interviewing experts in tourism field to adjust the scale. The quantitative method is used to test Cronbach's Alpha reliability, exploratory factor analysis, confirmatory factor analysis, using structural equation modelling (SEM) to test the hypotheses and the model. The result indicates that tourism intention has active role in the relationship among social networks, perceptions of sustainability and decisions to choose a travel destination.
Keywords: social networks, perception of sustainable development, decision to select a destination. Central Highlands, tourism intention
Gldi THIEU Do do, nghien ctfu dtfdc tiiifc Men d l xac dinh mdi quan he gitfa Mang xa hpi, Nhdn thtfc phat trien ben viing, Viet Nam la rapt trong nhieu ntfde Y dinh du lich den Quye't dinh ltfa chpn diera de'n cua du cd tiera nang phdt triln v l du lich vdi khach, tiiTdng hdp nghien etfu lai khu vtfc Tay Nguyen, doanh thu ngoai te ngdy cang tdng. Nhan
thtfc phat triln bin vffng cho diem de'n c a s d L Y T H U Y E T VA MO HINH NGHIEN ClAj du lich la xu htfdng chung cua the' gidi,
Viet Nam cung can Itfu tam de'n vd'n d l C d s d l y thuydt nay. Mang xa hpi biing nd ttf internet, Ly thuyet y dinh du Uch
cdng nghd 4.0, tti tud nhan tao da Idm Hyeongjin Jeon vd cdng stf (2017) cho rang, y dinh cho nhilu boat ddng, nhilu ITnh vtfc thay du lich dtfdc coi la rapt qud ttinh tinh tiian, bid'n ddng ddi ttf iruyen thdng, giai tti, tid'p thi, ban Itfc di du lich tiianh hanh vi du lieh.
hang va ddi sdng xa hdi diu thay ddi vtfa Theo Hsieh va cpng stf (2016), y dinh du lich cua lich ctfc vd vtfa tidu ctfc. khdch du Iich cd thl dtfdc dieu tta bang each phat trien
"GS, TS., Trtfdng D?i hpc Kinh te - Tai chinh TP. Ho Chi Minh
" T h S . , Trtfdng Dgi hpc Lgc Hdng
Ngdy nh^n bdi: 20/5/2020; Ngdv phdn bi$n 15/6/2020; Ngdv duyet ddng: 23/6/2020
HlMH 1: MO H I N H NGHIEN C(i(l DE X O A T
g u o n : N h o m tac gta de xucit
BAMG 1: K E T QGA P H A N l i C H DQ "nN C A Y
Bigii TlAA^
quan Cronbach's
Alpha nSii lo9i bi€ii Yi'u toMgng xd hoi:
Cronbach's Alpha = 0,939 SNI
SN2 SN3 SN4 SN5
0,898 0,847 0,796 0,766 0,878
0,914 0,923 0,933 0,938 0,918 Yeu to Nhdn thiic phdt trien
hen vffng:
Cronbach's Alpha = 0,800
SP6 SP7 SP8 SP9
0,681 0,609 0,539 0,624
0,716 0,751 0,785 0,744
BiSn
Ttfdng Cronbach's quan Alpha bi^n t^ng n€ii lo^i bi^n Yeu id f dinh dulieh:
Cronbach's Alpha = 0.871 TIIO
T i l l TII 2
0,808 0,723 0,732
0.770 0,846 0,839 Yeu to Quyet dinh lua chon diem dai:
Cronbach's Alpha = 0.890
DDI 3 DDM DD15 DD16 DD17 DDI 8
0,702 0,702 0,653 0,654 0,807 0,744
0.871 0,871 0,879 0.879 0,858 0,864 N g u o n : N h o m tac gia ldng hdp ILT p h ^ n m e m SPSS
cai nhin sdu sac ve cac van de, nhtf: nhan thtfc hodc thai do dd'i vdi mpt diera de'n vdi nhiJng anh htfdng, ban ehe' va mtfc dd kiem soat nhdn thtfc do'i vdi cac ngudn Itfc can thie't de dat dtfdc hanh vi nham de'n.
Ly thuyd't hanh dong co ke' hoach cua Fishbein va Ajzen (2011) cho rang, niim tin tdc ddng de'n thai dp, thdi dp ldc dpng de'n y dinh vd y dinh la nhan tdco anh htfdng tdi hanh vi, d ddy chinh la quye't dinh ltfa chpn diem de'n du Hch.
Ly thuyet nhdn thffc phdt triin ben vihig Theo Alrauhrzi vd Al-Azri (2019), phat ttiln ben vtfng Id mdl qud trinh ddp tfng nhu cau cua hidn tai, ma khdng anh htfdng de'n kha ndng ddp tfng cua cac the he ttfdng lai. Do dd, phat triln bin vffng la tao ra mdl cudc sd'ng tdt hdn cho ta't ca mpi ngtfdi, co tinh kha thi ttong ttfdng Iai vd hidn tai.
Ba "till cot" cua stf phdt triln bin vflYig hien dtfdc cdng nhan dd Id bin vffng kinh te, ben vffng xa hpi vd bin vi?ng mdi tiirdng. Dilu quan ttpng can Itfu y la ba tru cdt nay, theo nhieu each, phu thuoc ldn nhau va c6
thl dtfdc cung cd' ldn nhau Stf phat trien bin vtfng Id c^n tao ra stf can bdng giffa ba tru cot ndy.
Ly thuyet mgng xd hdi
Krause (2019) cho rang, 1^ tiiuylt mang xa hpi giai thich edch cdc mang boat ddng, phan tich tdp hdp cac mdi quan he phtfc tap trong mdt mang ltfdi cac cd nhdn hoac id chtfc va xem cac thupc tinh cua ca nhan il quan ttong hdn mo'i quan he vd cac ke't ndi cua hp vdi cdc ehu t h l khac ttong mang.
Mang xa hpi thtfdng dtfdc xel dtfdi nhffng quan diem sau: mang xa hdi nhin ttf goc dp bao gdm nhilu ca thl (Egocentric Networks); mang nhin ttf gdc dp mdt tdng t h l (Sociocentric Network/Whole Network); mang nhin ttf gdc dd nhilu he tho'ng md (Open-Systems Network).
Ly thuyet diem den
Alrousan vd cdng sir (2019) giai thich rang, cdc diem dd'n Id ndi, ma mpi du khach chpn de ddn va chpn d lai ttong mpt thdi gian nhara trai nghiera rapt sd dae dilm hodc khia eanh dae sdc ndo dd.
nhtf la nhan thtfc ve tinh hd'p ddn cua cdc loai hinh diem den.
Md hmh nghidn cihi
Md hinh nghien cthi dtfdc d l xud'l dtfa tren cd sd ly thuye't nen Id: Ly thuyet diem de'n; Ly thuyet mang xa hpi; L^
thuye't nhdn thtfc phat triln ben viJng; Ly thuyd't v l y dinh. Trong dd, eho tha'y c6 stf giao thoa cde IJ thuyd't nhtf Hinh I.
Tren cd sd do, cac gia thuyet dtfdc dtfa ra nhtf sau:
Gid thuye't HI: Y dinh du Hch (TI) CO tdc ddng lich ctfc de'n Quye't dinh ltfa ehpn dilm de'n (DD).
Gid thuyet H2: Nhdn tiitfc phdt tiien bin vu^g (SP) cd tde ddng tich ctfe din Y dinh du lieh (TI).
did thuyet H3: Nhan tiitfc phdt tiien ben vffng (SP) cd tac ddng tieh ctfc den Quyd't dinh ltfa ehpn diera de'n (DD).
Gid thuyet H4: Mang xa hdi (SN) c6 ldc ddng tich ctfc den Nhdn thtfc phdt tiien bin vffng (SP) cua du khdch.
Gid thuyei H5: Mang xa hpi (SN) ldc dong tich ctfc din Y dmh du lich (TI) cOa du Ididch.
Gid thuyet H6: Mang^xa hdi (SN) ldc dpng lich ctfc de'n Quyet dinh ltfa chpn dilm den (DD).
PhiTfmg phap nghidn cihi Tien hanh nghien ctfu dinh Itfdng chinh tiitfc bang phtfdng phdp khao sdt trtfc tiep, gtfi bang cau hoi qua email.
64
m?ng xa hdi, khao sdt tren Google Docs, khi doi ttfdng khao sat chap nhan tham gia, vdi 557 mdu. Thdi gian khao sdt dtfdc thtfc hidn vao dau nam 2020.
KET QUA NGHIEN CLrtJ PhSn ti'ch dd tin c3y
He sd tin cay Cronbach's Alpha phai dat gia tri iff 0,6 trd len vd he sd ttfdng quan bid'n tdng ttf 0,3 trd ldn, thl thang do mdi CO Unh nhd'l qudn, cac khai niem mdi lien quan chdt che vdi nhau. Ke't qua cho thd'y, td't ca cac he so' Cronbach's Alpha, hd sd' ttfdng quan bien tdng d i u dat yeu ciu (Bang I), ndn dtfdc giff lai cho phan tieh EFA.
PhSn ti'ch EFA
Ke't qua phdn tich EFA d Bang 2 cho thd'y, he sd KMO dat 0,861 (Ra't tdt), gia tii Sig. cua kiem dinh Barleti's dat 0,000 (< 0,05) dat yeu eau d l tie'n hanh phan tich EFA. C6 4 nhdn td' dtfdc rut trich (cd gia tri Eigenvalue Idn hdn 1) vdi tdng phtfdng sai trich 71,444% (Idn hdn 50%), Ihanh phan cac bid'n khdng thay doi, he sd tai ta't ca cdc bie'n deu ldn hon 0,5 (dat yeu cau).
Phan ti'ch CFA
Theo ke't qua d Bang 3 va Hinh 2, td't ca nhffng chi sd danh gia diu phu hdp.
Ke't luan md hinh do Itfdng phu hdp vdi dtf lieu thtfc te.
PhSn tich SEM
Ket qua danh gia mtfc dp phu hdp cua md hinh SEM dtfdc trinh bay d Hinh 3.
So' Itfdng md'i ttfdng quan giffa md hinh CFA va SEM la gidng nhau (6 md'i Hen he) va tinh chat cac md'i Hen he la gan gidng nhau. Vi vay, cac gid tri danh gid mtfc dd phtf hdp giffa mo hinh CFA va md hlnb SEM la ttfdng ttf nhau, tuy nhidn cdc trpng so' hdi quy gitfa cac md'i lien he vin phai khdc nhau.
Kilm djnh gia thuyd't nghien cihi Kit qud kiem dinh gia thuyet nghien cti\itheo Bang 5.
PhSn ti'ch da nhom
Bang 6 tdng hdp kd't qua phan tich da nhdm ciia bie'n gidi tinh, dd tudi va trinh dp hpc vd'n. Gid tti Sig. cho tha'y stf khdc bidt Chi-square cua ca ba bien diu Idn hdn 0.05, nen bdc bo gia tiiuye't HI (H^:
Co stf khdc bidt ve Chi-square giffa md hinh icha bid'n va md hinh bat bie'n), cha'p nhan gia thuye't H^ (H^,: Khdng cd stf khdc nhau giffa Chi-square cua mo hinh kha bien vd md hinh ba't bie'n), cho thay
BANG 2: KET QOA PHAN TICH EFA iBilTn
SNI SN2 SN3
SN4 SN5 DD13 DD14 DD15 DD16 DD17 DD18 TIIO T i l l TI12 SP6 SP7
SP8
SP9
Nftidnng ->;«4*««s ..,:^- Anh/chj c6 nhieu tirdng tac vdi du khach khac tren mang xa hoi.
Anh/chi [hu'dng tr6 chuyen vdi du khdch khac tren mang xa hpi.
Anh/chi thu'dng xuyen ban luan ve cac van di du lich pho bie'n tren mang xa hpi.
Anh/chi co vai tr6 trung tam vh quan trong tren mang xa hpi.
Anh/chi cd ihuflng xuyen tham gia vio cac hoat dong tinh nguyen.
Nhu'ng danh gid tren iruyen thong xa hoi da giiip anh/
chi du'a ra quyet dinh diing dSn ve lu'a chon diem den Nhu'ng ngu'di khac da khuyen anh/chi khi IiTa chpn diem den du Ijch,
Anh/chj se Iifa chon diem de'n vi mpt ngKcli ban hoac nhiJng ihanh vien trong gia dinh muon den do.
NhiJng ngu'di khic trong nhom du lich ma anh/chi thu'dng di cUng dong y vdi lu'a chon di^m den cua anh/chi.
Moi tru'dng tif nhien hap dan \k mpt trong nhiTng ye'u to de lifa chon di^m 6&n du hch.
Anh/chi cd muon di den diem de'n vi do la nOi moi ngu'di da di.
Anh/chi dif kien se du hch T3y Nguyen trong thdi gian tdi.
Anh/chi se du lich den Tay Nguyen thay vi cac dia di^m khac.
N^'u khong co gi thay dSi, thi anh/chi se den Tay Nguyen trong thdi gian tdi.
Cac hoat dong kinh doanh hen quan den du lich nen ton trpng, bao ve va thiic day van hoa vung Tay Nguyen.
Cac hoat dong kinh doanh hen quan de'n du lich nen co trach nhiem dao tao nhan life cho vilng Tay Nguyen Hoat dpng kinh doanh lien quan de'n du lich nen mang lai nhilu !di ich hdn cho ngifdi dan va cong dong dia phifdng viing Tay Nguyen.
Doanh nghiep chuyen ve du lich nen chu dong tham gia vao cic hoat dpng cua cong dong viJng Tay I^guyen.
Eigenvalue
Phucmg sai trich iich luy f%) KMO
Kiem dinh Bartleu's
1 0.938
0,880 0,824 0,792 0.916
4.764 26.47
2
0,755 0.764 0.694 0.691 0,870 0,796
3,541 46.14
3
0,930 0,775 0,798
2.478 59.91
A
0,801 0,699
0,603
0,729 2,077 71.44 0.861 0.000 t'jc gia tong hdp tif phan r gitfa md hinh bat bid'n va kha bid'n khdng co stf khac biet. Vi vay, se chpn md hinh bd't bie'n cho qud trinh phan tich. Khdng cd sif khac biet trong md'i anh htfdng giffa cac bie'n dpc lap dd'n Y djnh du lich vd Quylt dinh Itfa chpn diem de'n giffa cac nhdm: gidi tinh, dp tudi vd trinh dp hpc va'n khac nhau.
Kilm dinh Chi-square cho tha'y, giffa md hinh ba't bid'n va md hinh kha bie'n khdng cd stf khac biet (Sig.
HiNH 2: MO HINH PHAN TICH N H A N T 6 KHANG D|NH Chi.squaTe=1S4 421,
Df=129.
Oii-square/df = 1 GFI= 969, TLI = .993, CFI =
RMSEA= 022,
BANG : Chiscr Sig. (^=)
^Vdf TLI CFI RMSEA
: KET QUA PHAN TICH NHAN TO KHANG DINH Pbdn ti'ch
0,019 l.27.'i 0,993 0,994 0,022
Tham khao
<0,05
< 5
> 0,900
> 0,900
<0,05 Danh gid
Phu hop Phil hdp Phil hdp Phil hdp Phil hdp
HINH 3: MO HINH PHAN 'HCH CAU TRUC TUYEN -nNH Chi-squarE^164 421
P-vabe= 019, Dt:12S Chi-squareldr= 1275 GFI^ 969 TLI : 993 CFI = 994
RMSEA: 022
N h o m t a c g i a l o n g n d p '.
> 0,05), thl mo hinh bd't bie'n se dtfdc ehpn (cd bde ttf do cao hdn). Ngtfdc lai^ neu stf idiae biet Chi-square Id cd y nghia giffa hai md hinh (Sig. < 0,05), thi ehpn md hinh kha bie'n (cd do ttfdng thich cao hdn).
HAM Y CHINH SACH
Ddi vdi Mgng xd hdi
Trong ngdnh khdch san va du Iich, cdc trang mang xa hdi Id mdt trong nhffng cdng cu thiet ye'u dong vai d-d quan trpng va co ldi, vi ngtfdi lieu dffng tim kid'm thdng tin de ra quyd't dinh lien quan din du dich vd khach san thong qua day. Ho cd t h l Itfdng tac vdi nhau, chia se kinh nghiem, tff dd cd the thu hut ngtfdi tieu diing mdi va giff chan khdch hdng trung thanh.
Be quang bd thtfdng hieu vd thu hiit khdch du lich, can: (1) Tao, xay dtfng kenh d l du khdch cd the dtfa phan hdi tieh ctfc. (2) Tdng mtfc chia se^ike tren mang; (3) Chu trpng phue vu khdch hdng;
(4) Dilu chinh md hinh kinh doanh; (5) Thay ddi cdc chtfdng trinh khdch hdng thdn thid'i/khdch hdng trung thanh.
Dd'i vdi Nhdn thffc phdt trien ben vffng Ke't qua nghien ctfu cho tha'y, ttfdng quan thuan chilu ttf Mang xa hpi de'n Nhdn thtfc phat trien ben vffng. Cu the, khi cd tdc dpng ttf Mang xa hdi tdng, thi Nhan thtfc phdt trien bin vffng cung tang len. Vi the, can nang eao Nhan thtfc phat trien ben vffng thong qua cdc giai phdp sau:
- Ddn vi quan tri diem den du lich ciing can xay dihig, truyen bd hinh anh phdt ttiln ben vffng thdng qua mang xa hpi, de day manh Y dinh du lich cQa du khaeh.
- Phdt trien du lich ben vffng can giam thilu ehi phi va nang cao to'i da cdc ldi ich mang lai cho mdi trtfdng ttf nhidn va cdng ddng dia phtfdng.
- Du lich ben vffng c^n dtfdc lap ke hoach vdi 3 muc dich chinh, do Id: mang lai ldi ttfc, bao ve mdi trtfclng vd phdt triln cdng ddng.
- Can kit hdp du Hch ben vffng vdi cpng ddng dia phtfdng; du lich ben vffng cung chinh quyen dja phtfdng; du Hch bin vffng cffng ngdnh du lich; du lich ben vffng Cling du khach.
Ddi vdi Y dfnh du Ijch
Ket qua nghien ctfu chi ra cd ton tai mdi quan he giffa Mang xa hpi va V dinh du lich, cung nhtf mdi quan he giffa Nlian
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thtfc phat trien b i n viJng vd Y dinh du lich cua du khdch. Trong dd, md'i quan he giffa Nhdn thtfc phdt triln b i n vffng cua du khdch vdi Y dinh du lich Id manh me nha't. Dilu do cd nghTa la, khi Nhan thtfc phdt triln bin vifng cua du khach cao hdn, thl kha nang Y dinh du lich cua du khdch se tdng Idn cao nhd'l. Tren cd sd nghien effu, nhdm tdc gia khuye'n nghi cdc nhd quan tri dilm de'n du lich can nghidn ctfu thie't kd' cdc chtfdng trinh giup tang nhan thtfc cua du khdch ve phdt irien diem den bin vffng, iff dd giup tdng Y dinh de'n diem dd'n du lich dd.
Ddi vdi Quyi't dinh lua chgn diem de'n Ke't qua nghien cffu da khang djnh, du khach ltfa chpn dilm den du lich tai Tay Nguydn bi anh htfdng trtfc liep tff Y dinh ltfa chpn diem de'n vd hi tac ddng gian tie'p tff ye'u to'Mang xa hdi vd Nhan thtfc phat trien ben vffng.
Viec quye't dinh ltfa chpn dilm den du lich ndi ehung vd diem den du iich tai Tdy Nguyen cua du khdch ndi rieng phu thudc vao rat nhieu yd'u td'. Tff Y dinh du khach cd nhieu Itfa chpn va d l dang thay ddi, hdm y quan tri mudn nhac nhd cdc doanh nghidp du lich, edc td chffc can cd stf tac ddng tff bdn ngoai, vi du nhtf cac
BANG 5: KET QUA tiHO. Ld0NG HOI QUY SP<SN
T I < S N T I < S P D D < S N D D < S P D D < T I
mat
0,057 0,174 0,222 0,061 0,123 0,187
siC
0,026 0,041 0,082 0,026 0,05 0,040
' C:R.
2,167 4,188 2,704 2.387 2,434 4,117
p-v^be 0.030 0,000 0,007 0,017 0,015 0,000 BANG 6 KET QUA PHAN TJCH DA NHOM Bigh
Gidi tinh
Do tudi
Trinh do
Md hinh Kha bien Bat bie'n Khac biet Kha bien Bat bien Khac biel Kha bien Bat bien Khdc biet
t
260,533 270,414 9,881 549,191 564,914 15.723 937,250 964,528 27,278
df 258 264 6 516 534 18 903 939 36
Sig.
0,130
0,612
0,852
Nguon H h o m tac gia tong hdp tiT phan m e m AMOS
chtfdng trinh kich cau, khuye'n mai hap dan, de thu hiJt du khach nhanh ehdng di tff y dinh de'n quye't dinh ltfa chon dilm de'n.Q
TALLIEU THAM KHAO
1. Almeida and Moreno (2017). New trends in information search and their influence on destination loyalty: Digital destinations and relationship marketing. Journal of destination markeiing and management, 6(2), 150-161
2. Almuhrzi and Al-Azri (2019). Conference report: Second UNWTO/UNESCO world conference on tourism and culture: Fostering sustainable development. International Journal of Culture, Tourism and Hospitality Research, 13(1), 144-150
3. Alrousan, Hussein Ibrahim, Maiek Bader, Ismaiel Abuamoud (2019). Sustainable Tourism Development in Jordan: Desdnation Attributes Effects Tourist Expenditure, A Case Study of Domestic Tourism in Aqaba Ci, Journal of Environmental Management and Tourism, 7(4), 753-761 4. Fishbein and Ajzen (1976). Misconceptions about the Fishbein model: Reflections on a study by Songer-Nocks, Journal of Experimental Social Psychology, 12(6), 579-584
5. Fishbein and Ajzen (2011). Predicting and changing behavior: The reasoned action approach.
Psychology press
6. Hyeongjin Jeon, Jichul Jang and Elizabeth B. Barrett (2017). Linking website interactivity to consumer behavioral intention in an online travel community: The mediating role of utilitarian value and onHne trust, Journal of Quality Assurance in Hospitality and Tourism, 18(2), 125-148
7. Hsieh, Chi-Ming, Sung Hee Park, and Regina McNally (2016). Application of the extended theory of planned behavior to intention to travel to Japan among Taiwanese youth: Investigating the moderating effect of past visit experience. Journal of Travel and Tourism Marketing, 33(5), 717-729
8. Krause (2019). Networking towards sustainable tourism: Innovations between green growth and degrowth strategies. Regional Studies. 53(7), 927-938
9. Worid Tourism Organization (2019). UNWTO Tourism Definitions. UNWTO, Madrid 10. Zhang and Zhang (2018). Perception of small tourism enterprises in Lao PDR regarding social sustainability under the influence of social network. Tourism Management, 69. 109-120
