Theo Christopher & Jochen 2004, dich vu la mot hoat dong kinh tStao nen gia tri va mang lai loi Ich cho khach hang 6 mot dia di€m va thai gian nhAt dinh bang each dap irng nhtrng mong mu
Trang 1- 56 (06)
6 - 2014
3 THANG 1KY
,
Trang 2T ~p chi 6·201S606
Toa soan & tr] slj
530 dai lQBlnh Duong, Ph o g Hi~p Thanh, TP.Thu Dftu MQt, tlnh Blnh Duong' ( 3 THANG 1 KV ) Email: tapchiktktbd@gmail.com
Tang Bien t~p
PGS TSNguyln Thanh
*
Ph6 Tang Bien t~p
ThSNB Trdn Thanh Vii
HQi dAng Bien t~p
Chu tich:
ts Vii Ti Xiin
Cac uy vien:
GS TS Nguyen Van Thanh
GSTS Hoa g VanCh u
GS TS Hoang Tht Chinh
PGS TS Db LinhHiep
PGSTS Nguyln Quoc Ti
PGS TS Pham Van Dirac
PGST§t - Phucmg Ngoc Tht;lch
PGs:rs Va VanNhi
PGSTS Phua c Minh Hi?p
PGSTS Phung Dinh Man
PGSTS Phan Minh Tiin
TS is Bich Phuong
TS DS Ngu y ln Tht H6n Huang
TS Nguyen Xuan Diing
ThS Bui Vii Tung c t a«
ThS t.e Tht Bich Thuy
* ThU'ky Toa soan
ThS Nguyen Tht Ng9c Huang
**
Giay phep hoat dong bao chi in
S6: 36/GP-BTTTT
C~p ngay 05.0 2013
S61uqng in: 3000 cuon
***
Ch~ ban va in t~i Nha in:
Lien TUOng, Quan 6, Tp HCM
Kinh t i
1 Le Kim Long, D B Xui i n V inh: S sa nh hi e u q a sd n x uat c ua
ca c m o hi nh tr6 n g lua Tai huye n T a n Hi e p t i nh Ki e n G ian g 1
2 Le Thai S un, H a Nai l l Khdnh Giao: Ca c nh d n t 6 tac : a6 n
a i n Sl fhai l o g c ua du kha c k a i n ph 6 c6H 6i An 9
3 Nguyin Quac Nghi , Nguyin Diim Ph i , Nguyin Ng oc M i n h: Gidi phdp r u i ng c ao c h t IU 9 71 gdic h v ¥ Tr u g tam
Chan doan y khoa thanh'pM can ThO ' 21
4 Ngu yi n Thl Di im nu« Tran Thanh V i ,
Nguy i n Th ] Ng p c Chung : A p dun g h th on g xi p h n Came l s d nk gia hoat a6ng c ua ca c ngd n h an g t h uon g m ai
Vi ? tN a m g i a i d o an 2 00 8 - 2 01 2 34
5 Nguy i n Quan g D l J i: N h ii n g yi u t 6 t h nh c d g ha y th a t bai khi ap dun g th e a m ca n b 5 g ( B SC) tai Vi ? t Na m 46
6 Tr i n Thuy An h : D a i m a i tru tr n Dai h C
-Tie g c nh in qu em t ri c hi i n l uac 56
7 Dao Duy Huiin : T aiC O 'cd c i n n hi e p t i nh Hi i u Gian g
giai do an t i n ii m 2 01 5 a i n ndm 2 2 6
8 V i} Thu Phung : A nh h ua n g cua m ii i tr ua n k d m soa t a i n
t nh hi i u hi e u va hi e u q ua c ua h oa t a6 n t ai tgp doan
Di e n l uc V i ? t Na m 77
K yt hu ~ t - Cf m g ngh?
9 L u u Tri A nh, N guyin V inh X uii n Tien : Ng h i e n c uu
a nn h ua n g p h t th a i C O 2 ai n nhi e t a6 khi qu ye n va
Nghi e l c u - Trao o J i
10 Le Thanb DlJt : P h dt h uy ti nh t c h c u e s an g tao t ron g h 9C t d
va ng h ie n C U u cua s inh vi e n th o g qua vi ec d ay, h 9C to an l06
11 Nguyi n Th l T u i rng Du y: Tu tu tr n H6 C h i M inh v d m ro n quan II ? 9 P ta c , him n g hi vo - c a c nu ac 11 7
T h Ong tin Khoa hpc - D ao t lJ O
12 Nguyin Quy h Thf mg : H 9C nh om nhu t h i n ao c h
1 L e Thi A n : H6i t h i giao vi e n da y g ioi " Gi d i thut r ng
Va Minh Dic e " ndm 2014 1 4
1 Th a nh Han g : L i b i g i a g n dm h 9C va
Trang 3Cae nhal l to
CUA DU KHACH DEN PHO CO H<)I AN
TOM TAT
"
Tic khoa:ph6 ca H~iA n , s it 'hitilong, chinIU'{J' n di c h V{l, EFA, CFA, SEM
WHO VI SIT H(>I AN
A BS T R ACT
service quality of the tourism destination and the satisfaction of the tourists who have visited Hoi
* ThS Giang vi e n kh oa Du Li c , Truong Dai h9C Tai Chinh - Mark e ting Tp H 6 Chi Minh
* *PGs TS Truon g Dai h 9C Tai C hinh - Mark e ting Tp H 6 Chi Minh
9
Trang 4Tap chi KinJi Ii -Ky th u(lt
H(HAN
Hoi An la mot trong hai thanh ph6 cua tinh
Quang Nam, Ph6 c6 HOi An diroc UNESCO
cong nhan la Di san van hoa th~ gioi Ngay
4/12/1999, UNESCO dff ghi ten quan thS kien
true Do thi c6 HOi An vao danh muc Di san
van hoa th~ gioi voi tieu chi danh gia: Hoi
An con bao t6n kha nguyen ven mot di san
van hoa duoc bieu hien g~n k€t gitra di san
van hoa vat thS voi di san van hoa phi v~t
thS mang y nghia doc dao, la "mot bao tang
s6ng" t<;10thanh nhirng gia tri n6i b~t, virot
troi toan duo Cac di san van hoa v~t thS tieu
bieu co th~ k~ d~n nhu chua C~u, nhirng nha
c6 Phung Hung, T~n Ky, Quan Th~ng ,
cac HQi quan Phuc Ki~n, Trung Hoa, TriSu
Chau, Quynh Phu va Quang Dong va cac lang
nghe nhu g6m Thanh Ha, moc Kim B6ng,
y~n Thanh Chau D6i voi van hoa phi v~t thS
thi con ngiroi HOi An la mot phan khong thS
thi~u dS t<;10nen mot di san van hoa th~ gioi
HOi An Ngiroi HOi An voi ban tinh that tha,
hieu khach., luon dS lai mot ~n nrong kho
phai trong long du khach khi d€n tham quan
a day Ngoai ra, HOi An con co net van hoa
~m thirc d~c s~c, mot sir k~t tinh gitra tinh hoa
van hoa ~m thirc cua cac dan toc, t<;10nen mot
nen ~m thirc mang net rieng Net rieng nay
duoc thS hien tnroc h~t la viec su dung cac
san v~t dia phuong vao cac btra an hang nay,
t<;10nen nhfrng mon dac san doc dao nhu Cao
Lau, Pho, banh trang d~p, hen tron, che bap,
my Quang; Cac l6i hat d6i dap, hat ho khoan,
cac l~ hoi van hoa dan gian; Cac hoat dong
mang tinh van hoa phi v~t thS mang d~m ban
s~c van hoa dia phuong dff khang dinh duoc
thuong hieu "rieng co" cua HOi An nhu "Dem
ph6 c6", "Ph6 khong co tieng dong co", l~ hoi
duong pho, den l6ng, may mac
Theo s6 lieu thong ke, hrong khach d~n tham quan HOi An trong giai doan nr nam
2008 - 2012 dat t6c dO tang tnrong binh quan tang 6,60%/ nam Nam 2012, t6ng hrot khach d~n tham quan HOi An dat 1.338.587 hrot, trong do khach quoc t~ la 680.235, khach noi dia la 708.352 Mac du hrong khach d~n tham quan HOi An co tang, nhung hrong khach luu tni tai HOi An co xu huang giam, neu nam
2008 binh quan ngay khach luu tru Ia 2,47 thi d~n nam 2012 thi chi con 2,27 ngay, DiSu nay
co thS th~y mot phdn nao san pham du lich HOi An va chat hrong dich vu chua da dang,
chua loi keo du khach a lai Do vay, viec nghien ciru cac nhan t6 cua chat hrong dich
vu anh huang d~n su hai long cua du khach la r~t dn thiet trong giai doan hien nay
2 C O S a L Y THUYET vA MO HiNH NGHIENCiru
2.1 Diim din du Ijch
Gatrell (1994) dinh nghia diSm d~n la nhirng vung dia ly co nhfmg thuoc tinh, tfnh nang, sir h~p d~n va dich vu dS thu hut ngiroi
su dung tiem nang. Trong each nhin chi~n hroc, Buhalis (2000) cho rang diSm d~n la h6n hop cua san pham dich vu, cung dp tich hop kinh nghiem cho ngiroi tieu dung Page & Connell (2006) dinh nghia diem d~n la mot h6n hop co cac d~c diSm dong goi s~n sari pham dich vu, kha nang ti~p can, thu hut, tien nghi, cac hoat dong va dich vu h6 tro Nhu vay , mot diSm d~n phai co mot pham vi nhat dinh vS co sa va dich
vu cu thS dS cung dp cho du khach Do do, ngay nay co nhieu thanh pho, diSm d~n lien tuc duy tri, cai ti~nccsa cua ho dSduy tri loi th~
canh tranh, qua do dS diSm d~n ti~p tuc duy tri
vi tri thi tnrong cua minh
2.2 vJ chat luong djch v¥ vaSl,l' hai long
Dich vu la k~t qua mang lai nho cac hoat
t t
t
r
(
1,
b
d
Trang 5Cae nhan fo
dQng nrong tac gitra ngtroi cung dp vakhach
hang, cling nhu nho cac hoat dong cua nguoi
cung dp d€ dap irng nhu cfru cua ngiroi tieu
dung (ISO 9004-2: 1991E) Theo Christopher
& Jochen (2004), dich vu la mot hoat dong
kinh tStao nen gia tri va mang lai loi Ich cho
khach hang 6 mot dia di€m va thai gian nhAt
dinh bang each dap irng nhtrng mong muon
cua ngiroi nhan dich vu
Theo TCVN ISO 9000:2000: "Chat luong
la mire a(j cua mot tdp h9'P cac a(jc tinh v6n
a~ dap tmg cac yeu cdu cua khach hang va
phai sir dung cac san pham va dich vu du lich
cua ben cung cAp, kSt qua cua dich vu mang
lai nho cac hoat dQng urong tac gifra nguoi
cung dp va du khach, cling nhu nho cac hoat
dong cua ngiroi cung dp d€ dap irng nhu cfru
cia ngiroi tieu dung (ISO 9004-2: 1991E)
Mu6n do hrong su hai long cua du khach, cfrn
do hrong chAt hrong cua dich vu, vi trong qua
trinh tieu dung, chAt hrong cua dich vu th€
hien trong qua trinh nrong tac gitra nha cung
cAp va du khach (Svensson, 2002)
Nhi~u nha nghien ciru d6ng y voi khai
quat cua Parasuraman et al (1985) "chat
thuy v~ chAt hrong dich vu la ly thuyet phan
tich khoang each (Zeithaml et al., 1990), ly
thuyet nay cho rang khach hang hai long khi
ho danh gia chAt hrong dich vu rna ho nhan
duoc la bang hoac virot qua mong doi cua ho
Giao & Vi}(2011) due kSt don gian v~ sir hai
long cua khach hang nhir la diem g~p nhau
hay dien tich trung nhau gitra kha nang cua
doanh nghiep va nhu cfru cua khach hang; hay
la rmrc dQ trang thai earn giac cua mot ngiroi bit dftu ill viec so sanh k~t qua thu duoc ill san pham/dich vu voi nhfmg ky vong cua nguoi d6
Giao & Son (2012) da tien hanh do IUOng chAt hrong dich vu va su hai long cua khach hang tai Festival Hoa Da Lat voi thang do SERVQUAL (Cronin &Taylor, 1992) 5 thanh phan, thang do Likert 5 diem cho thay chAt hrong dich vu cua Festival nay bao gom 5 thanh phan: (1) Phuong tien hiru hinh; (2) Sir
d ng earn; (3) Su dap irng; (4) DQ tin C?y va (5) Sir bao dam
2 3 Ph uong phdp nghien cteu
Ki€m dinh dQ tin c~y thang do Cronbach's alpha diroc sir dung d€ loai bo bien rac truce khi tien hanh phan tich nhan t6 Cac biSn c6 h~ s6 nrong quan t6ng -bien (Corrected item total correlation) nho hem 0,3 se bi loai MQt thang
do c6 dQ tin C?y t6t khi n6 biSn thien trong khoang [0,70 -0,80] NSu Cronbach alpha>
hoac =0,60 la thang do c6 th€ chap nhan duoc v~ mat tin c~y (Nunnally & Bernstein 1994) Phan tich nhan t6 kham pha (Exploratory Factor Analysis - EFA) diroc sir dung d~ xac dinh cac nh6m tieu chi danh gia chAt hrong dich vu tai di€m dSndu lich HQi An EFA dung d~ rut gon mot t?P k bien quan sat thanh mot t?P F (F<k) cac nhan t6 y nghia hem CO's6 cua viec rut gon nay dira vao m6i quan h~ tuyen tinh cua cac nhan t6 voi cac biSn quan sat
Phan tich nhan t6 khang dinh (Confirmatory Factor Analysis -Ia mot trong cac ky thuat thong ke cua mo hinh cAu true tuyen tinh (SEM) CFA cho cluing ta ki€m dinh cac bien quan sat (measured variables) dai dien cho cac
nhan t6 (constructs) t6t dSn rmrc nao, Phuong phap CFAduoc sir dung d~ khang dinh lai tinh don bien, da bien, gia tri hoi tu va phan biet cua bQ thang do danh gia chAt hrong dich vu tai di~m dSn du lich HQi An
11
Trang 6Tap chi Kinhti -Ky th~t
Mo hinh du true tuyen tinh (Structural
equation modeling -SEM) diroc sir dung d€
kiem dinh mo hinh nghien CUudff d~ xuat Mo
hinh du true chi r5 m6i quan h~ gitra cac bien
tiem An (mot khai niern diroc do hrong dira
tren nhieu bien quan sat) voi nhau
S1)'Bao dam (BD)
DQ Tin cay (TC)
S1)'D6ng earn (DC)
S1)'Dap irng (DU)
Phuong tien hiru
hinh (HH)
Cac gia thuyet dn c1m!c ki~m djnh:
Hl: S1)'bao dam co tac dong thuan chieu
dSn S1)hai l' ong cua du khach
H2: DQ tin c~y co tac dong thuan chi~u
d€n S1)hai long cua du khach'
H3: S1)'d6ng earn co tac dong thuan chi~u
dSn sir hai long cua du khach
H4: S1)'dap irng co tac dong thuan chieu
dSn S1)'hai long cua du khach
H5: Phuong tien hfru hinh co tac dong
thuan chi~u d€n S1)'hai long cua du khach
3 KET QuA NGHIEN CUu
3.1 Nghien cteu djnh tinh
Trong nghien ciru S o ' bo, tac gia dff
dua vao thang do chuyen d6i tir thang do
SERVQUAL, ti€n hanh nghien ciru sa bQ
bang thao luan nhom nghien ciru d€ xay
dung thang do So' bQ va xay dung bang cau
h6i Tir bang cau hoi So ' bQ tac gia tien hanh
2.4 Mo hinh nghien cteu
Mo hinh nghien ciru d~ nghi diroc xay dung dira tren nhirng tien d~ v~ 1'1thuyet va
thirc ti€n cua HQi An neu tren va duoc th~
hien trong hinh 1
KHACH(HL)
c ,
Hinh 1 M6 hinh nghien c uu d ~ nghi
phong vfrn 50 du khach, sau do tharn khao
y ki€n chuyen gia d~ di~u chinh tir ngtr cho bang cau hoi d€ hi~u va phu hQ'P
Tir k€t qua cua nghien CUu sa bQ, sau khi
co dieu chinh, thang do chinh tlnrc cac khai niern nghien CUu diroc hinh thanh, chuan bi cho nghien CUudinh luong Cac t~p biSn quan sat (30 phat bieu) cu th~ do hrong tren thang
do Likert 5 diem thay d6i ill 1 =hoan toan khong d6ng '1d€n 5= hoan toan d6ng y.
3.2 Khdo sat
CUQCkhao sat duoc thirc hien trong thang
512013, 200 bang cau hoi diroc phat ra tai
diem Ph6 c6 HQi An voi phuong phap chon miu thuan tien D6i tuong diroc phong vfrn
la du khach ill trong va ngoai mroc dSn tham quan, nghi duong tai day K€t qua thu v~
150 ban, 50 ban bi loai vi thong tin khong d~y
du, 150 ban diroc sir dung cho phan tich
d
ch,
bi~ ca:
Bu
Trang 7Cae nhan ' 1:'0 •••
Mau nghien cuu
D~c diem m~u nghien ciru duoc trinh bay trong bang 1
Bang 1:Dac diem m~u
c
3 3 KiJm djnh th a ng do va m o h i nb do
luang
KSt qua Cronbach's Alpha cua cac thang
do chat luong dich vu cua Hoi An dat 0,923
cho 25 bien quan sat, cac h~ s6 tuong quan
bien- tong dSu Ian hon 0,3 Do do tclt ca
cac thang do dSu dat d('>tin cay, va duoc su
dung trong buoc phan tich EFA (Nurmally &
Burnstein, 1994)
3 4 P hiin tich nh i in ta
Phan tich EFA lftn 4 cho kSt qua KMO =
0,872, gia trieigen=1,019,phuang sai trich diroc
6 ,091 Co 4 nhom nhan t6 phan tich diroc va
diroc d~t ten dua vao ~p h9'P cua cac bien quan
sat(Bang 2) Co mot s6bien bi loai (TCl, TC3,
TC4, TCl2, TC13, TC20, TC22, TC8, TC2)
Trong bang tren, cac bien quan sat TC5 va TC17 co ySu t6 tai gftn voi 0,5 va no y n hia
quan trong trong mo hinh dS nghi nen khong
tiSn hanh loai be cac bien nay
Ba n g 2.Ma trdn cac nhdn t6
Nhan tfi
B i~ nquan sat
H UU H INH DONGc A M T I N C ~Y B A oD AM
13
1
Trang 8-Tap chi Kinh Ii Ky I hu9i
TC15 ,641
TC1 ,816
DQ tin c~y 0,866 0,8 8 0,744 0,778
3.5 Phiin tich nhiin ta khdng dinh (CFA)
Bang 3 K ~ t qu a ki ~ m dinhgia triphdn bi e t giiia cae nhdn t6 trong mo hinh
Estimate SE CR P-value HAl LONG < > HUU HINH 0,177 0,058 14,304 0,0000
HUU HINH < > DONG CAM 0,163 0,058 14,339 0,0000
HUU HINH < > BAa DAM 0,355 0,048 13,421 0,0000
TIN CAY < > HUU HINH 0,231 0,054 14,116 0,0000
TIN CAY < > BAa DAM 0,214 0,055 14,184 0,0000 DONG CAM < > BAa DAM 0,295 0,051 13,798 0,0000 HAl LONG < > DONG CAM 0,313 0,050 1 ,693 0,0000
TIN CAY < > DONG CAM 0,299 0,051 13,775 0,0000
TIN CAY < > HAl LONG 0,219 0,055 14,165 0,0000
HAl LONG < > BAa DAM 0,272 0,052 13,923 0,0000
* Do luong tinh don hurrng va IDfrC dQ
phu hQ'p cua IDO hinh: Phan tich khang dinh
nhan t6 CFA co ket qua Chi-binh plnrong =
343,012 voi 177 bac tv do, P-value=O.OOO
< 5% dat mire y nghia thong ke Tuy nhien,
theo Hair va cong S \ I (2010) cac chi s6 GFI,
TLI, CFI co th€ < 0,9 la co th€ chap nhan
duoc Nhu v~y voi k€t qua GFI= 0,827,
TLI=0.878, CFI=0.897 la co th€ chap nhan;
CMIN/df=I,938 Chi s6 RMSEA= 0.079
« 08) (Hair & cong S\I, 2010) Theo ThQ
va Trang (2008), voi 4 chi s6 phan tich neu
ten, mo hinh phan tich kham pha tren diroc
(Nguon didu tra t u du khach thimg5 / 2013 )
xem la phu hop voi dtr lieu thi tnrong va dat tinh don huang
* Do hrong dQ tin c~y: Voi d9 tin c~y
diroc tinh toan 6 tren cua cac nhom sau khi phan tich EFA, ta thay gia tri cronbach alpha
cua cac nhom nhan t6 dao dong ill0,744 d€n
0,869 Do do thang do dat duoc d9 tin c ay ,
* Do hrong gia tr] hQi tu: Cac trong
s6 chuan hoa cua thang do deu cao (>0.5),
va cac trong s6 (chira chuan hoa) deu co y
nghia thong ke vi gia tri P<5% (Gerbring va
Anderson, 1998) nen cac bien quan sat do hrong SIJ hai long cua du khach d~n ph6 c6
Trang 9Cae nhar r to .
Chi-square= 343,012; df= 177; P= ,000; Chi-square/df= 1,938;
GFI= ,827; TLI= ,878; CFI= ,897; RMSEA= ,079
Hinh 2 K i t q ua CFA cua
thang do chdt lu ong dich v¥
di i m din ph6 c6 H9i A n (ail
chuan hoa)
HOi An dSu dat gia tri hoi tu K~t qua phan
tich cling eho thay P_value < 0.05 nen h~ s6
tuong quan cua nrng e~p khai niem khac biet
so voi 1ado tin e~y 95%
gia tri phan biet gitra cac bien trong mo hinh
toi han th€ hien trong Bang 2 T§t ca cac h~
s6 tirong quan tree IU<)1lglien k~t voi sai s6
chu~n (SE) cho p dSu <0.05 nen h~ s6 nrong
quan cua nrng e~p khai niem khac biet so voi
1ado tin cay 95% Do do, cac khai niem dat
diroc gia tri phan biet
Nhu vay, qua k~t qua CFA mo hinh do
hrong eh§t IU<)1lgdich vu du lich tai Hoi An,
cac thang do hrong bao g6rn: do tin e~y, SlJ
dap irng, S 1, l 'd6ng earn, hfru hinh va S lJ bao dam dSu phu hop dfr lieu thi tnrong, dat tinh don huang, dam bao gia tri hoi tu,dam bao do tin cay va gia tri phan biet,
3 6 Phiin ti c h m o h i nh e t 1u tru e tuyin
ti n hSEM
Nghien cirusir dung mo hinh e§u true tuyen
tinh SEM d€danh gia rmrc dO phu hop cua mo
hinh nghien ciru vakiem dinh cac m6i quan h~
trong mo'hinh K~t qua phan tich SEM voi df=
1777, Chi-square = 342,012 va Chi-square/df
= 1,938 < 2, RMSEA = 0.079 nen khang dinh
mo hinh phu hop voi dfr lieu thi tnrong
15
Trang 10Tap chi Kinh Ii -KyIhu(d
Hinh 3 K dt qua kid m dinh mo hinh ca u true SEM v~ chat luong dich v¥ ph6 c6H9i An (ail
chi-square= 343,012; df= 177; P= ,000;
chi-square/df= 1,938;
GFI=,827; TLI= ,878; CFI= ,897;
RMSEA= ,079
, 58
e17;
BAO DAM/ '
Estimate S.E C.R. P HAL LONG < - HUU HINH -,230 ,133 -1,725 ,085
HAL LONG < - DONG CAM ,083 ,110 ,759 ,448
HAL LONG < - TIN CAY ,404 ,168 2,396 ,017
HAL LONG < - BAa DAM ,496 ,158 3,149 ,002
Ti bang 4, ta thay gia tri p cua ca khai
niem Hiru hinh va d6ng earn la IOn hen 0,05,
Nhu v~y, m6i lien h~ cua cac khai niern da:
khong dat duoc ky vong v~ mat Iy thuyet
Nh~m hra chon mo hinh co gia tri phu hop
hon nen nhirng m6i quan h~ khong co y nghia thong k.e se bi loai khoi mo hinh Loai bo hai nhom nhan t6 nay khoi mohinh va chay kiem dinh mo hinh SEM I~n mra, ta co k€t qua trong hinh 4