Xay dyng mo hinh ly thuyet danh gia nang lu'c canh tranh cua diem den du lich Ha Noi
• •
PHONG Dtfc THIEN*
Tdm tat
Nghien cffu dugc thffc hiin nhdm xdy dung mo hinh ly thuyit ddnh gid ndng luc cgnh tranh cua diem din du^ lich Hd Ndi. Bang phuang phdp nghien cffu phdn tich, long hop, tdc gid ki thffa cdc ly thuyi't vi ddnh gid ndng luc cgnh tranh diim din trong vd ngodi nudc, dong thdi, md rong hudng nghien cffu^ nham de xudt mo hinh ly thuyit vi cdc yiu td do ludng mffc dd cgnh tranh ciia mot diim din du lich dia phuang. Md hinh ly thuyi't do tdc gid de xudt gom: Tdi nguyen vd cdc nguon Iffc cd't loi; Quan ly diem di'n; Cdc dich vu du lich; Hinh anh diem di'n;
vd Casd vgt chdt hg tdng diem di'n. Nghiin cffu cung long hgp, phdn tich vd ddnh gid cdc cht sivd tieu chi ciia cdc yiu to'nang lUc cgnh tranh dd'i vdi diem du Uch Hd Ngi.
Ttfkhoa: md hinh ly thuyi't, cgnh tranh diem di'n du lich, du Uch Hd Ndi Summary
The study is to propose a theoretical model to evaluate the competitiveness of Hanoi tourism destination. By analysis and synthesis methods, the author bases on previous studies on the assessment of competiveness of domestic and foreign destination so as to develop a theoretical model of factors that measure the competitiveness of local tourism destination. The proposed model includes such factors as Resources and core resources; Destination management; Travel services; Destination Image; Destination Infrastructure. The study also synthesizes, analyzes and evaluates Indicators and criterias of competitiveness components of Hanoi destination.
Keywords: theoretical model, tourism destination competitiveness, Hanoi tourism Giai THIEU
Trong Iinh vffe nghien cii\i hoat ddng du lich, nghien cffu ve nang Iffc canh tranh cua mdt dilm de'n du Hch da trd fhanh mdt chu de dffdc cdc nha nghien cihi, cac nha quan ly va hoach dinh ehinh sach ciia cdc nffdc quan tam bdi tam quan trpng cua nd tren nhieu phffdng dien.
M6i mdt die'm den du Iich du tren pham VI rpng hay hep deu phai dd'i mat vdi sff canh tranh Eff cac die'm de'n khde, tiJ' pham vi quo'c gia, khu vffe hay pham vi mdt dia phffdng trong mpt qudc gia. Bdi vay, viec xay dtfng mpt md hinh Iy thuye't nghien ciJu cac ye'u td anh hffdng de'n ndng Iffe c?nh tranh cua cac diem den du lich la het sffe quan trong va can thie't.
Trong cde tai lieu nghien effu du Iich, kha nang canh tranh dffde xac dinh la yen tdquan trpng chd sff thanh cdng eua
dilm de'n du Iich, nhieu md hinh ly thuyd't nghien cffu ve nang life canh tranh die'm den du Iich dffdc phdt trie'n va difde kiem dinh theo nhieu khdng gian va thdi gian khae nhau. Tuy vdy, cdc nhd nghidn cffu cung nhan tha'y rang, khdng cd phffdng phap hay md hinh ly thuye't, bd chi sd'do Iffdng ndng life canh tranh nao phii hdp vdi ta't ca die'm de'n, bdi mdi die'm de'n deu ed dac diem dia Iy khde nhau va bd'i canh lich sff khdng tffdng ddng. Do vay, md hinh nang life canh tranh dffdc dp dd'i vdi diem de'n du lieh ndy khdng cd nghia se dffdc dp dung phu hdp vdi diem de'n khae va khdng the' cho ra ke't qua phu hdp.
Tff nhffng thffc te' tren, bai viet se tap trung nghien cffu mdt sd' md hinh Iy thuye't danh gid nang life eanh tranh diem de'n du Hch dd' de xud't mot md hinh ly thuye't, mdt khung khdi nidm thich ffng vdi cdc chi so' lien quan de'n nang Iffc canh tranh cua die'm de'n du Iich. Muc tieu eua nghien cu^ la dffa ra md hinh ly thuye't do Iffdng cdc thudc tinh ndng Iffc canh tranh cua diem dd'n du Hch, eu the trffdng hdp nghien cffu la diem de'n du Iich Ha Ndi.
"ThS., Tru'dng Dai hpc Thang Long
^&uy nhdn bdi: 15/03/2019; Ngdy phdn bien: 04/04/2019; Ngdy duyet ddng: 23/04/2019
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CO s d LY THUYET VA MOT SO NGHIEN CL/U
Ca sd ly thuyit vd khung nghien cdu nen tdng Khdi niem vi ndng luc cgnh tranh diim din Crouch vd cdng sff (1999) cho rang, nang life eanh tranh diem de'n la khd nang tao ra gia trj gia tang va nhd dd eai thidn sff thinh vtfdng cua qud'c gia va phat triln kinh td' - xa hdi. . Nang life canh Hanh thffdng ke't hdp^khai niem quy hoaeh tid'p thi va chid'n lifdc phdt trien canh tranh. BuhaHs (2000) da md ta nang life canh tranh die'm dd'n la ky thuat phtfdng phdp va phan tich ddnh gid did'm de'n mdt cdch cd he thd'ng de so sdnh cac thude tinh canh tranh diem de'n trong pham vi quy hoach. Sff ddnh gia va so sdnh cd hd thd'ng ede thanh phan du Hch giffa cac dd'i thu canh tranh de nhan thii'c rd hdn ve ldi thd'canh tranh nham dffa ra cdc chinh sdch phat trien cd hieu qua.
Nghien cffu cua Crouch va edng sff (i 999) cung cho bid't, Idi the' so sdnh ve ndng Iffc canh tranh diem de'n la yd'u to' tao ra ngudn Iffc du lich sdn cd tai did'm de'n va nang Iffc canh tranh diem dd'n chinh la kha nang siJ dung cac ngudn Iffe do ed hidu qua trong thdi gian dai d tai diem de'n. Cdc yeu td' va nguon Iffc hd trd eho nang life eanh tranh diem den cd thd' k l dd'n, nhif: cd sd vdt chd't ha tang, khd nang tie'p can, ngudn life thuan Idi, cdc ye'u to' ve mdi tnfdng, tdi nguyen thien nhien, van hda da dang, di tich lich sff la cde yd'u td' cd the' dnh hffcing de'n tinh canh tranh cua diem de'n.
Mat so ly thuyit md hinh nghiin cffu ndng lUc cgnh tranh diim di'n du lich
Hien nay, cd 2 md hinh ly thuye't dien hinh ve nang life canh tranh die'm de'n dd Id md hinh cua Crouch va cdng sff (1999) va md hinh ke't hdp ve nang Iffc canh tranh dilm de'n cua Dwyer va cdng sif (2003). Cu the la:
Theo Crouch va cdng cff (1999), md hinh ndng life eanh tranh diem de'n gdm 5 yd'u td' nen tang la: Cac ngudn life vd nhan to'ha'p din can ban; Cac nhdn td'va ngudn life hd ttd; Chinh sdeh quy hoach va phdt H:id'n die'm de'n; Quan ly diem dd'n; Cdc nhan to'ban dinh va md rpng. Cu the la: Yeu to' cac ngudn Iffc va nhan td' hap ddn can ban, gdm: cdc sff kien dac biet, tif nhien va khi hau, lich sff van hda, td' hdp cdc hoat ddng dem lai sff trdi nghiem va cd hdi du lieh cho du khdch, kie'n true thffdng tang, quan he thi trffdng; Ye'u td cac nhan td va nguon life hd ttd, gdm: cd sd vdt chat ha_ t^ng, kha ndng tie'p cdn, ngudn life tao thuan ldi, sif men khach, doanh nghiep, y chi ehinh tri; Ye'u to'chinh sach quy hoach va phdl trie'n die'm dd'n, gdm: xac dinh hd thd'ng, triet Iy, gia tri, tim nhin, dinh vi thffdng hieu, phdt ttien canh ttanh, kie'm soat va ddnh gid; Ye'u td'quan ly did'm de'n, gdm: td' chffc, marketing, cha't Iffdng dich vu, thdng tin nghien cffu, phdt trien va quan Iy ngudn nhdn life, tai chinh, quan Iy du khach va quan ly rui ro; Ye'u tdcae nhan to han dinh va md rdng, gom: mdi ttffdng vi md va mdi trffdng vl md.
Theo Dwyer va edng sff (2003), md hinh ket hdp ve nang Iffc canh tranh dilm de'n bao gdm 6 chi sddanh gia la: Ngudn Iffe thtfa hffdng; Ngudn life sang tao; Nhan to
va ngudn life hd trd; Quan ly diem den;
Nhdn td'clu; Nhdn tddieu kien thffe te'.
Tdng quan nghien cffu
Nghien cda cua Porter M. (1990) dffa ra nhffng ye'u td quye't dinh de'n nang Iffe canh ttanh eua mdt qud'c gia, mdt dia phffdng bao gom cae ye'u td' cd ban, nhff: dieu kidn cdc yd'u to' san xua't va dich vu, dieu kien ve cau, cdc ngdnh hd trd Hen quan vd chie'n Iffdc cd ed'u canh tranh etja ngdnh, nhffng ye'u td' nay tde ddng ldn nhau tao ra kha nang canh tranh eua mdt qud'e gia hay cua mdt dia phffdng ttong nganh nhat dinh.
Cdc nghidn cffu sau nay Iai tid'p can phan tieh nang Iffc eanh tranh cua qud'c gia hay dilm de'n du lich mdt cdch da chieu hdn, bd sung them cde ye'u to' ve ehinh tti, kinh te, vdn hda xa hdi, mdi trffdng va cdng nghe. Mac dh vdy eac cdch tie'p can sau ndy nhin chung deu nhd'n manh vao 2 nhan td: Ngudn life va Quan ly nguon Iffe
Kd't thffa nghidn cuii eua Porter M.
(1990), Poon (1993) da de ra eac nguyen tac do Iffdng mdt die'm de'n eanh ttanh, bao gom: mdi trffdng, tinh dan dau, kdnh phan phd'i vd tinh ndng ddng eiia nganh.
Ci khia canh khde, Bordas (1994) cho rang, tinh canh tranh cua diem den dffdc ddnh gia bdi 3 ye'u td'dd la chi phi tha'p, sff khac biet va chuyen mdn hda.
^ Ndm 1995,Chonvacdngsff(1995)da d6 xua't 5 ye'u tdquyet dinh tinh canh ttanh eua mdt did'm de'n, gom; ttnh hap ddn, hidu qua quan ly, kha nang t l chffe, thdng Hn va Hnh hidu qua dilm de'n. Tffdng ttf, nghien cffu eua Vengesayi (2003) cho rdng, ldi the' cua diem de'n du Hch ed the dffdc nang cao bdi sff kd't hdp cua cac ye'u td' canh tranh va hd'p ddn va dffa ra mo hinh danh gid nang life canh ttanh dffa vao 4 ye'u to' ehinh la: tdi nguyen du lich, mdi trffdng ttai nghiem, eac dich vu hd trd, truyen thdng va quang bd diem de'n.
_ Theo Du'yer va epng sff (2000), yeu td gia ea cdc dich vu tai dilm de'n cung la mdt yd'u tdcfuan trpng bdi diem de'n du lich la thanh tdcua sdn pha'm du lieh. Ben canh dd, ye'u tdve mdi trffdng cung dffdc xem la quan trong d l ddnh gia nang Iffc canh tranh cua dilm de'n. Hassan (2000) ehi ra rang, khi phdn tich kha nang canh tranh cua thi trifdng can tdp trung vdo Idi the' so sanh, dinh hu'dng nhu cau, cd cau nganh va cam ke't radi trtfdng. Cung Hen quan den ye'u td' mdi trifdng kinh doanh, nghien cffu cua Evans va cdc cdng sff (1995) dd sff dung 3 chie'n lifdc td' chffc, bao gdm: dan dau ve ehi phi, khac biet
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l^biO;hoa san pham va tdp ttung de ddnh gid rapt diem dd'n eanh tranh.
Ke thifa md hinh canh ttanh cua Porter M. (1990), Crouch va cpng sif (1999) da de xuat mdt md hinh danh gia ndng Iffe canh ttanh kha toan dien ve mdt diem dd'n trong cac nghien cffu cua minh. Md hinh nay ke't hdp cac yd'u td' vi md va vi md, ldi the so sanh va ldi the canh tranh cua diem de'n qud'c gia hoac vung lanh tho. Theo do, nang life canh ttanh diem de'n du lich dtfdc hieu tren cac khia canh tff kha nang tang mffc chi tidu cua khach, gia tang phuc ldi, bao ton ngudn vd'n tff nhien cua die'm den cho den eae chinh sdch ben vi^g, nhff:
chinh sach xdc dinh he thd'ng nguyen Iy, he thdng gid tri, cha't Iffdng dich vii, phdt tri^n nhan life, quan Iy khach du Hch, qudn Iy tai nguydn, quan ly rui ro...
KET QUA NGHIEN COu VA THAO LUAN
Md hinh do lUdng ndng lUc cgnh tranh diem din du lich Hd Ngi
Trdn cd sd phan tieh va td'ng hdp ede Iy thuye't ve md hinh nang life canh tranh diem den du lieh, ket hdp cac phffdng phap thao ludn nhdm va xin y kie'n chuyen gia, tac gia da phdc hpa md hinh Iy thuyd't nghien cffu nang life canh tranh cua diem den du Iich Ha Ndi nhif Hinh.
Bdnh gid ndng lUc canh tranh diem din du lich Hd N^i
Tdi nguyin vd cdc nguon It/c cot ldi Ha Ndi cd ngudn tai nguyen du Hch tlf nhidn va nhan van phong phu tao nen cac san pham du lich sinh thai va du lich van hoa ha'p d§n. Ldi the' ve san pha'm du lich sinh thai ciia Hd Ndi eo t h i k l ddn, nhff: san pha'm tham quan, nghien cffu tim hie'u cdc gid tri canh quan, sinh thdi tai khu vffe Vffdn Qud'c gia Ba vi, khu danh thang Hffdng Sdn, khu vffc nui Soc - Ho Dong Quan. Cac san pha'm du Ijch nghi dffdng tai ede khu du Hch Thdc Da; Dam Long - Bang Ta; sud'i khodng TanDa; Asean; Ao Vua; Khoang Xanh - Sud'i Tien; Thidn Sdn - Sud'i Ngd... gdp phan dap ffng nhu eau nghi dffdng eud'i tuan, vui chdi giai tri, hoat ddng the thao cho khdch dulich.
Bdn canh do, Hd Ndi cd nhieu di tich lich sff noi tid'ng, nhff: Thanh cd' Ha Npi, Thdp Rua nam giffa hd Hoan Kiem, khu phd co Hd Ndi, Thang Long hJttd'n, Van Mie'u - Qud'c Tff Giam, chua MdtCdt, chiia Quan Sff, chua Tran Qud'c...
HIMH: mo HiNH DO LCTdMG MANG LCTC CAtiH TRAMH DIEM DEM
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Nguon. Tac gia de xuat
Qudn ly diim di'n. Theo Quy hoach phdt triln du Iich TP. Ha Ndi de'n ndm 2020, dinh hffdng de'n nam 2030, ndm 2020, Iffc Iffdng lao ddng trifc de'p trong ngdnh Du lich Ha Ndi khoang 127.800 ngffdi, Iao ddng gidn tid'p Id 383.000 ngffdi. Theo thdng ke Sd Du Hch TP. Ha Ndi, nam 2017, Sd dd td' chffc hdn 40 ldp bdi dffdng ndng cao chd't Iffdng nguon nhdn life eho cdc cd sd phue vu khdeh du lieh va cac cd quan quan ly. Cac ldp hpc nay tap trung bdi dffdng kie'n thffc quan l;y nha nffde ve du Iich; nghiep vu thanh tta du Hch; nhdn life Iff hanh, van ehuyen, ltfu tru; ky nang kinh doanh du lieh cho cong ddng ddn cff; ky nang xdy difng san pham du Hch; kie'n thffc va ky nang thuye't rainh cho thuye't minh vien Dong thdi, to' chffc eac ldp boi dffdng ve du Iich cdng ddng cho hdn 300 hpc vidn, 400 hffdng ddn vien du lieh, 116 Idi xe, 100 nhdn life qudn ly khdch san, 68 thuye't minh vien tai die'm, 30 can bd qudn ly du lich dia phffdng... Ngoai ra, hoat dpng truyen thdng marketing, lien ke't nganh dffdc Thanh phd' trie'n khai ra't quye't hdt. Cdc hoat ddng xuc tie'n dffde dd'y manh hdp tdc vdi cae hang Iff hdnh, cdng ty du lieh nffdc ngdai, qudng bd du Iich Ha Ndi trdn cac kenh truyen hinh qud'c te'. Md'i Hen kd't cdc ddn vi ttong nganh dich vu cung dffdc phd'i hdp khd hieu qua.
Cdc dich vu du lich. Theo so'Heu thd'ng kd cua Sd Du lieh TP. Hd Ndi, cd quan qudn ly ttffe Hd'p cae boat ddng du lieh tten dia ban Thd dd, so'Iffdng cd sd lffu tru difdc xe'p hang tff 2 sao de'n 5 sao phuc vu khdch du Iich khoang gan 150 khdch san, trong do cd 50 khach san cao cap, ngodi ra khoang trdn 1.000 cic nha nghi, nha khdeh dat chua'n phuc vu khaeh du Hch. Ha Ndi ed trdn 900 doanh nghiep kinh doanh IB hanh qud'e te' va khoang 201 doanh nghiep kinh doanh Iff hanh ndi dia cung cd'p nhieu sdn pham du lieh hd'p ddn ddp ffng niiu eau cua khach khi de'n Ha Ndi. V l sd' Iffdng cac ddn vi tham gia van chuyd'n, khdch du lieh ngoai 30 ddn vi van ehuyen dffde Sd Du Iich thd'ng ke Id nhffng ddn vi van chuyd'n ehuydn nghiep vdi sd'Iffdng xe ldn, edn cd nhffng doanh nghiep nhd va cdc xe tff nhan cQng dffdc tap hud'n nghiep vu va tham gia vao phuc vu khaeh du lieh.
Hinh dnh diem din. Ha Ndi la trung tam kinh te, van hda chinh tri eua ca nffde, la dia die'm du ljch ha'p ddn dd'i vdi khdch du Iich trong nffdc va qud'c te'. Ha Ndi cd nen van hda Iich sff lau ddi, gan Hen vdi tiem thffc cua
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ngffdi ddn Viet Nam. Hinh anh Ha Ndi mang lai nhieu gid tri v l van hda lich sff eua Viet Nam ddi vdi cae du khdch qud'c te'.
Ca sd ydt chat hg tdng. Ha noi cd he thd'ng cd sd vdt cha't ha tang ding bd ehd phdt trie'n kinh te' ndi chung va phdt trie'n du lieh ndi rieng. Ha Ndi cd vi tti d khu vi^c ttung tdm eua mien Bac. Giao thdng tff Hd Ndi de'n cac tinh tffdng doi thuan tien, bao gdm ca dffdng khdng, dffdng bd, dffdng thuy va dffdng sdt, nhff: sdn bay qud'c td' Ndi Bdi, san bay Gia Ldm; tuye'n dffdng sat lien vdn sang Bac Kinh, Cdn Minh, Trung Qud'e;
be'n xe Phia Nam, Gia Ldm, Nu'dc Ngam, Gidp Bdt.
Ben canh do, dich vu y te' cila Ha Ndi khd hoan chinh vdi nhilu ed sd kham chffa benh uy tin, chat Iffdng cao dattieuchiid'nqud'cte', nhif: Bach Mai, Vidt Dffc, Bdnh vidn Quan ddi 108...
KET LUAN
Ban chd't cua khdi mdm nang life eanh ttanh diem de'n la kha ndng cua diem de'n tao ra nhffng sff vffdt trdi so vdi cac dd'i thu canh tranh, do do nghien effu nang life canh tranh dilm den tid'p can tff phia cung - tff cdc ye'u to'tao ndn nang Iffc canh tranh cua die'm de'n - la
ydu cau thffc te' khdch quan. Cdch tie'p can nay cung da dttdc mdt sd'nha nghien cffu thffe hien vdi vide cu the hda khung nghien effu va bien nghien effu tffdng dd'i khde bidt. Mdt so' md hinh nghidn cffu ndng Iffc canh tranh did'm dd'n vdi bp chi so' do Iffdng chi phti hdp vdi dd'i tu'dng nghidn cffu nha't dinh, nhffng dd Iai la nln tang khoa hpc eho cdc nghidn cffu tid'p theo kd' thff va phdt trie'n eho phu hdp vdi nhffng bd'i canh nghien eu^i cu thi.
Vdi vide vdn dung kd't hdp mdt so' phffdng phdp nghidn cffu tac gia da de xua't md hmh ly thuye't nghien effu nang life canh tranh die'm de'n vdi 5 nhdm ye'u to' chinh: "Tdi nguyen va cdc nguln Iffc cd't ldi"; "Quan ly dilm de'n"; "Cae dich vu du Hch"; "Hinh anh die'm de'n"; "Cd sd vat cha't ha tang" eung hd thd'ng cdc ddu chi ddnh gid cu t h i trong mdi yeu td'. Tff rad hinh ly thuye't nay cd the phat trie'n va hoan thien de' tie'n tdi nghien cffu thffc nghiera, ddnh gia nang life canh tranh did'm de'n du lieh Ha Ndi.G
J : A I LIEUJ'HAMliaLVO _ ___
1. UBND TP. Ha Ndi (2012). Quyi't dinh sd4597/QD-UBND, ngdy 16/10/2012 phi duyet quy hogch phdt triin du lich TP. Hd Ngi di'n ndm 2020, dinh hudng de'n ndm 2030
2. Ting cue Du Iich (2016). Bdo cdo ddnh gid ndng Iffc cgnh tranh cua Du lich ViitNam, Hd Ndi 3. Sd Du Hch TP. Ha Npi (2017). Bdo cdo kit qud hogt dgng du lich ndm 2017
4. Nguyen Anh Tua'n (2010). Nang luc cgnh tranh diim din cda Du lich Viet Nam, Luan an tid'n sy kinh td' ehinh tri, Dai hoc Qud'c gia Ha Ndi
5- Nguydn Thanh Sang, Nguyin Phd Son (2018). Nang Iffe canh tranh dilm de'n du Iich: De xud't md Mnh CETU true do Iffdng nang life canh tranh dilm dd'n du lich Bac Lieu, Tap chi Khoa hgc TrUdng Dgi hgc Can Tha. so' 54, 241-247
6. Bordas, E. (1994). Competitiveness of tourist destinations m long distance markets. Tourism Review, 4(3), 3-9
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13. Hassan, S . S. (2000), Determinants of Market competitiveness in an environmentally sustainable tourism Industry, Journal of Travel Research, 38, 239-245
14. Poon, A. (1993). Tourism, Technology and Competitive Strategies, UK, CAB International 15. Porter, M. (1990). The competitive advantage of nations, London: Macmillan
16. Vengesayi, S. (2003). Destination Attractiveness and Destination Competitiveness: A Model of Destination evaluation, ANZMAC 2003 Conference Proceedings Adelaide 1-3, Monash University, 637-645