Ke't qua nghien cffu cho thay, ca 5 ye'u to: Dong cd du lich; Mdi trffdng du lich; Thai do du khach; Chie'n Iffde tie'p thi truyen thdng; Hinh anh diem de'n deu cd anh hffdng ty le t[r]
Trang 1Cac yeu to anh hu'dng den quyet d[nh li/a chon diem den cua khach du lich chau Au:
Nghien cuU triTo^ng hgrp tai TP Can Thof
• HO MINH THCf*
HQYNH HOfa DCfC" TIEQ PHCTdNG QUYNH**'
N G O Y I N THANH LONG****
Tom tat ^ , , , , Bdi viet sd dung phuang phdp phdn tich dinh lugng de xdc dinh cdc ye'u tddnh hudng den quyet dinh lyta chgn cda khdch du lich chdu Au cho diem de'n Can Tha Ke't qud nghien cdu cho thdy,
cd 5 ye'u tddnh hudng den quyet dinh lyta chgn cda khdch du lich chdu Au dd'i vdi diem de'n Can Tha Id: Dgng ca du lich; Thdi do du khdch; Hinh dnh diem de'n; Chie'n lugc tie'p thi truyin thdng; vd Mdi trUdng du lich
Tuf khoa: diem den, quye't dinh lua chgn, khdch du lich chdu Au, du lich Can Tha
Summary
By using the quantitative analysis method, this study identifies the factors that influence the choice decision of European tourists to Can Tho city destination Research results show that there are five factors affecting the aforementioned decision, including: Tourism motivation; Tourist's attitude; Destination image; Marketing communication strategy; and Tourism environment
Keywords: destination, choice decision, European tourists Can Tho's tourism
Gidl TH IEU qud'c te nhff Can Thd, tbi viec nghien ciJu
ve cac ye'u to' anh hffdng de'n quyet dinh Trong nhffng nam gan day, TP Can Thd ciing la Iffa ebon diem de'n la rat can thie't, vi no mot diem de'n day tiem nang, ngay cang thu hiit khach cung cap cac kie'n thffe ve hanh vi quyet
du lich, cung nhff cac nha dau tff trong va ngoai nffdc dinh Iffa chon diem de'n
Theo Sd Van hda The thao va Du Uch TP Can Thd,
nam 2017, sd' Iffdng khach qud'c te de'n Thanh phd' dat CO S6 LY THUYET VA PHJOfNC 305.167 Iffdt, tang 118% so vdi nam 2016 Trong dd, PHAP NGHIEN CLfU
Iffdng khach chau Au la 153.590 Iffdt, chie'm hdn 50%
Iffdng khach qud'c te Do dd, khach du lich den tff chau COsd ly thuyet
Au la dd'i tffdng ly tffdng de nghien cffu ve hanh vi Iffa Dgng ca du lich Theo Yoon va Uysal
chon diem de'n du lich Can Thd ^ ^ (2005), dong ed la stf diSnta td't nhat nhtf Tuy nhien, de dam bao cho sff phat trien ben vffng "nhu cau va nhu cau tam ly/sinh hoc, ciia nganh du lich, thi viec md rdng va khai thac thi bao gom cac nguon life khdng the tach trffdng khach du lich qud'c te dang dat ra nhieu van rdi khdi day trffc tie'p va hda nhap hanh
de, cung nhff thach thffc cho nganh du lich Thanh phd' vi va boat dong cua mot ngffdi" Md'i lien trong thdi gian tdi Dd'i vdi mot thi trffdng vin cdn kha he giffa dong cd du lich va quye't dinh lifa thu ddng trong viec tie'p can trffc tie'p cac nguon khach chon diem de'n dffdc the hien thdng qua
"Trifdng Dai hoc Cong nghe TP H6 Chi Minh I Email: hminhthuct@gmail.com
** ThS., VNPT TP Ho Chi Minh I Email: huynhhuuduc72@gmail.com
***ThS., I Email: tieuphuongquynh@iuh.edu.vn
"**TS., Trifdng Dai hoc Cong nghiep TP Ho Chi Minh I Email: nguyenthanhlong@iuh.edu.vn
Ngdy nhdn bdi: 04/11/2018; Ngdy phdn bien: 06/11/2018; Ngdy duyet ddng: 19/11/2018
Trang 2Kinhte
va Dtf bao
Slf thue day ciia ddng cd bdi nhu eau sinh
hoe va tinh cam cua ho de di du lich va
keo theo cac thuoc tinh cua diem de'n
Gid thuye't HI: Dong cd du lich cd anh
hffdng tich cffc de'n quye't dinh Iffa chon
diem de'n cua khach du lich
Thdi do du khdch Thai do eua khach
du lieh la mot phan khdng the thie'u trong
mdi trffdng tie'p thi cd the tang cffdng
hoac eat giam eac boat dong tie'p thi
Thai do thffdng dffdc hieu la mffe do ffu
ai hoac khdng thuan ldi cua mot ngffdi
dd'i vdi mot dd'i tffdng tam ly (Ajzen
va Fishbein, 2000) Do dd, danh gia la
thanh phan ehlnh eua eac phan ffng theo
thai do, nhff: eac ea nhan danh gia, dffa
tren niem tin, khai niem, dd'i tffdng va
hoac hanh vi cd the xay ra cua du khach
theo cae chieu td't hoac xau
Gid thuye't H2: Thai do du khach cd
anh hffdng tich cffc de'n quye't dinh Iffa
chon diem de'n cua khach du lich
Hinh dnh diem den Chi, C G va Qu,
H (2008) cho rang, hinh anh diem de'n la
bieu hien tinh than cua ca nhan ve kie'n
thffc, cam xiie va nhan thffc tdng the ve
mot diem de'n cu the Tasci va cdng sif
(2007) tie'p tuc gdi y rang: "Hinh anh
diem den la mot he thd'ng tffdng tac cua
nhffng suy nghi, y kie'n, cam xue, hinh
dung va y dinh hffdng tdi mot diem de'n"
Hinh anh diem de'n dffdc coi la ye'u td'
quan trong trong qua trinh ra quye't dinh
va hanh vi du lich cua khach du lich Vi
nd thffdng lien quan de'n hinh anh tinh
than dffdc hinh thanh, bdi mot tap hdp
cac thuoc tinh anh hffdng manh me de'n
hanh vi cua khach du lich
Gid thuye't H3: Hinh anh diem de'n cd
anh hffdng tich cffc de'n quye't dinh Iffa
ebon diem de'n cua khach du lich
Chie'n lugc tie'p thi truyin thdng Cac
kenh truyen thdng tie'p thi thffdng dffdc
sii"dung trong nganh du lich la quang cao,
ban hang ca nhan, xiic tie'n ban hang,
tie'p thi trife tie'p, quan he cdng chung va
trien lam thffdng mai (Devashish, 2011),
tai lieu quang cao, hoi chd du lich, tie'p
thi trffc tie'p, chffdng trinh giam gia ciia
cac dai ly Iff hanh, quan he cdng chiing,
va sii dung mot ngffdi nd'i tieng hoac nha
bao de truyen ba thdng tin ciia san pham
(Buhalis, 2000) Cac chie'n Iffdc^ tie'p
thi truyen thdng dung dan se truyen tai
dffdc thdng tin ve diem de'n tdi nhieu dd'i
tffdng khach du lich va tang ldi the' canh
tranh ciia diem de'n vdi nhieu dd'i tffdng
tiem nang
HINH: MO HJNH NGHIEN 0.(1(1 DE X U A T
HI Ddng ca du Uch
Hinh anh diem den
H 3
Chien luac tiep thi truyen thdng
H4
Nguon: Nhom tac gia de xuat
Gid thuye't H4: Chien Iffdc tie'p thi truyen thdng cd
anh hffdng tich cffc de'n quyet dinh Iffa chon diem den cua khach du lich
Mdi trudng du lich Theo Ritchie va cdng sif (2000),
mdi trffdng kinh te', chinh tri, hoac ky thuat cdng nghe cung cd the giiip dinh hinh sff phat trien va kha nang canh tranh cua cac diem du lich Sff ddng gdp cua ye'u td' mdi trffdng du lich cho boat ddng du lich dang ngay cang quan trong, tao ra ddng life du lich, anh hffdng de'n quye't dinh Iffa chon va lffu tru cua du khach, dong thdi cung tao tinh ben vffng cua diem de'n
Gid thuye't H5: Mdi trffdng du lich cd anh hffdng
tich cifc de'n quye't dinh Iffa chon diem de'n cua khach
du lich
Quye't dinh lyta chgn diem de'n Um va cdng sff
(1990) cho rang, quye't dinh Iffa chon diem de'n du lich
la giai doan Iffa chon mot diem den du lich tff tap cac diem de'n ma phii hdp vdi nhu cau cua khach du lich
Tren cd sd cac nghien ciJu trffdc, nhdm tac gia de xua't md hinh nghien cffu nhff Hinh
PhUOngphdp nghien cdu
Nghien cffu thu thap dff lieu thdng qua phdng van
198 khach du lich chau Au de'n du lich tai Can Thd, vdi
29 bie'n quan sat, sff dung ky thuat lay mau thuan tien
Nhdm tac gia sff dung phan mem SPSS 22.0 de phan tich dff lieu Nghien cffu dffdc thffc hien trong thdi gian
tff thang 01/2018 de'n thang 10/2018 (Bdi vie't sddung cdch vie't sdthdp phdn theo chudn qud'c te)
KET QUA NGHIEN CLfU
Ket qud kiem dinh dg tin cdy cua thang do
Ke't qua kiem dinh do tin cay cho tha'y, thang do
cd do chinh xac cao, he so' Cronbach's Alpha cua cac thang do deu cd gia tri ldn hdn 0.7 va he so' tffdng quan bie'n td'ng hau nhff deu ldn hdn 0.3 Tuy nhien, cd 2
Trang 3bie'n quan sat cd he sd' tffdng quan bie'n tdng nhd hdn
0.3 la "Dich vu phu trd"JD5 = 0.141 < 0.3 va "Cac
quang cao tren tivi, radio, bao chi, tap chi"_ MC3 =
0.217<0.3 Do dd, tac gia loai 2 bie'n quan sat nay Cac
bie'n cdn lai nhff Bang 1
Ket qud phdn tich nhdn tdcdc Men dgc lap
Ke't qua kiem dinh Barlett dffdc the hien trong Bang
2 cho tha'y, giffa cac bie'n trong td'ng the cd md'i tffdng
quan vdi nhau vdi Sig = 0.00 < 0.05 Dong thdi, he so
KMO = 0.911 > 0.05, chffng td, phan tich nhan td de
nhdm cac bie'n lai vdi nhau la thich hdp va dff Ueu phu
hdp cho phan tich nhan to'
Bang 3 cho thay, 5 nhan td'deu cd gia tri Eigenvalues
> 1 Phffdng sai trich la 68.518% > 50% la dat yeu
cau Vdi phffdng phap rut trich Principal Components
Analysis va phep quay Varimax, cd 5 nhan td' dffdc riit
trich tff bie'n quan sat Dieu nay cho tha'y, kha nang giai
BANGl: KET QUA KIEM DINH THANG DO
Khai ni$m
Dong cd du lich
Thai do du khach
tTinh anh diem de'n
Chien lu'dc tiep thi truyen thong
Moi tru'dng du lich
Quyet dinh lifa chon
Ky hieu
MO
AT
ID
MC
TE
DC
So bien quan sat
6
5
4
4
4
4
Cronbach's Alpha 0.887 0.890 0.769 0.807 0.794 0.795
He so' tifdng quan bie'n tong nho nhat 0.600 (M02) 0.601 (AT3) 0.523 (ID4) 0.585 (MC2) 0.566 (TEl) 0.529 (DC2)
BANG 2: HE SO KMO vA KIEM DINH BARLETT
He so KMO
Mo hinh kiem dinh Barlett
Gia tri Chi-Square
df (bac tif do) Sig (gia tri P-value)
0.911 2996.354
253 000
thich dffdc 68.518% sif thay dd'i ciia bien phu thudc trong td'ng the
Qua Bang 4 Ma tran xoay cho thay, thang do dffdc chap nhan, eac bien deu
cd he so' tai (Factor loading) ldn hdn 0.5
va phan thanh 5 nhdm ye'u to' anh hffdng de'n quye't dinh lifa chon eiia khach du lich chau Au dd'i vdi diem de'n Can Thd
Ket qud phdn tich hoi quy tuyen tinh
Ke't qua he so' hoi quy (Bang 5) cho tha'y, gia tri Sig ciia cac bie'n dieu nho hdn 0.05, do dd cac bie'n doc lap nay deu
cd y nghia giai thich cho bie'n phu thuoc, khdng bie'n nao bi loai bd He so' VIF deu nhd hdn 2, do vay khdng cd da cong tuye'n xay ra
Theo he so' Beta (trong sd' hoi quy chuan hda), mffe do anh hffdng cua bien
TE (mdi trffdng du lich) len bien phu thudc DC (Iffa ebon diem den) la manh nha't, vdi gia tri 0.283; thff tff tie'p theo la
MC (0.230); ID (2.15); AT (0.212) Bien ddc lap cd mffe do anh hffdng tha'p nhat
dd'i vdi bie'n phu thudc la MO (Ddng cd
du lich) cd trong so' hoi quy chuan hda la 0.154 Phffdng trinh hoi quy tuye'n tinh dffdc xay dffng, nhff sau:
Quye't dinh lyta chgn cda khdch du lich chdu Au cho diem de'n Can Tho = d.l54*Dgng ca du lich + 0.283*M6i trudng du lich -I- 0.212*Thdi do du khdch + 0.230*Chien lugc tie'p thi truyin thong -I- 0.215*Hinh dnh diem de'n
Danh gia mffe do phu hdp cua mo hinh hoi quy tuye'n tinh cho tha'y, gia tri
he so'tffdng quan R = 0.861 > 0.5 Day la
md hinh thich hdp de sii dung danh gia md'i quan he giffa bie'n phu thuoc va cac bie'n doc lap Ngoai ra, gia tri he sd R' hieu chinh'la 0.735 nhd hdn R^ la 0.741
chffng td md hinh phu hdp vdi dff lieu d
mffe 0.735 NghTa la, cd 73.5% sff bien
Component
1
2
3
4
5
BANG 3:
Initial Eigenvalues Total
10.687
1.472 1.353 1.176 1.070
%of Variance
46.467 6.401 5.882 5.114 4.654
Cumulative
% 46.467 52.869 58.750 63.864 68.518
TONG PHCl [dNG SAI TRICH Extraction Sums of Squared Loadings Total
10.687 1.472 1.353 1.176 1.070
%of Variance
46.467 6.401 5.882 5.114 4.654
Cumulative %
46.467 52.869 58.750 63.864 68.518
Rotation Sums of Squared Loadings Total
3.488 3.372 3.178 3.037 2.684
%of Variance
15.166 14.661 13.818 13.204 11.669
Cumulative %
15.166 29.827 43.645 56.84? 68.51! Nguon: Tinh toan cua nhom tac gi
Trang 4Kinhte
la Dirba
thien eua quye't dinh Iffa chon cua khach
du lieh chau Au cho diem de'n Can Thd
do md hinh hoi quy giai thich
KET LUAN VA HAM Y CHINH SACH
Ke't qua nghien cffu cho thay, ca 5
ye'u to: Dong cd du lich; Mdi trffdng du
lich; Thai do du khach; Chie'n Iffde tie'p
thi truyen thdng; Hinh anh diem de'n
deu cd anh hffdng ty le thuan de'n quye't
dinh Iffa chon eua khach du lieh chau Au
cho diem de'n Can Thd Trong dd, Mdi
trffdng du lich cd tac ddng manh nhat dd'i
vdi quye't dinh Iffa chon cua khach du
lich chau Au cho diem de'n Can Thd (6
= 0.283); tiep theo la Chie'n Iffdc tie'p thi
truyen thdng (6 = 0.230); Hinh anh diem
de'n (6 = 0.215); Thai do du khach (6 =
0.212) va tac ddng tha'p nha't la Ddng cd
du lieh (6 = 0.154)
Tren ed sd ke't qua nghien cffu, nhdm
tac gia de xua't mot sd' ham y chinh sach,
nhff sau:
Ve Dgng cO du lich Theo ke't qua
nghien cffu, de dap ffng dffdc dong cd du
lich, tac gia se chu trong thang do "Kham
pha van hda dac thu cua chd ndi" dffdc
cac du khach danh gia cao nha't
De bao ton va phat trien Chd ndi Cai
Rang, cac cd quan chffc nang cd lien
quan can phd'i hdp va tuyen truyen cho
ngffdi dan thifc hien cac giai phap, nhff:
thie't lap he thd'ng thu gom va xff ly rac
thai; thanh lap ddi thffdng xuyen kiem
tra xff ly cac trffdng hdp gay d nhiem
mdi trffdng tren sdng Quy hoach, sap
xep boat ddng mua ban va du lich tren
sdng nham dn dinh trat tif va tao my
quan chd ndi, can sap xep, td chffc lai
viec neo dau cua tau thuyen
Ve Ddm bdo mdi trUdng du lich an
todn vd thdn thien
Bdo ve mdi trudng du lich tren dia bdn
TP Cdn Tha Md Idp tuyen truyen, giao
due y thffc cho ngffdi dan dia phffdng ve
bao ve mdi trffdng va canh quan thien
nhien, van hda Xay dffng nhieu khu ve
sinh cdng cdng va dat nhieu thung rac
than thien mdi trffdng phue vu nhu cau
cua khach du lich, cung nhff ngffdi dan
dia phffdng
Khuye'n khich syt tham gia cda cdng
dong dia phuang vdo hoqt dgng du lich
gilt gin an ninh trat tyt Tao dieu kien cho
ngffdi dan dia phffdng dffdc tham gia vao
boat dong du lich va mang lai ldi ich cho
ho cd y nghia rat ldn trong viec bao ve
Bi^n quan sat MOI M02
M03 M04
M05 M06 TE2 TE4 TEl TE3 AT5 AT4 ATI
AT2
AT3 MCI MC2 MC4 MC5 ID3 ID2 IDI ID4
BANG 4: MA TRAN XOAY
Nhan t6'
1 0.628 0.801 0.576 0.627 0.769 0.612
2
0.725 0.689 0.621 0.606
3
0.774 0.727 0.711 0.711 0.700
4
0.741 0.681 0.651 0.589
5
0.750 0.700 0.668 0.587
BANG 5: CAC THONG SO THONG KE CUA BANG COEFICIENTS
He so' hoi quy Coefficients^
Md hmh
1
Hang so'
MO
TE
AT
MC
ID
Hg s6'h6i quy chuTa chu^n hoa
B
-.525 152 301 192 238 229
Sai sd' chu£n
.190 046 051 045 052 051
H6 s6' h6i quy chudn hoa Beta
.154 283 212 230 215
t
-2.760 3.282 5.870 4.258 4.603 4.522
Gia tri Sig
.006 001 000 000 000 000
Thd'ng kfe CoUinearity Toletance
.611 581 546 538 597
VIF
1.638 1.722 1.833 1.859 1.674
a Bie'n phu thuoc: DC
N g u o n : Tinh toan cua nho tac g;a
Trang 5mdi trffdng Can phai giao due y thffc ciia ho trong viec hinh, video clip), tren cac website ve du bao ve mdi trffdng, khdng xa rac bffa bai, bd rac dung lich Thdng qua mang internet, quang ndi quy dinh ba qua cac trang website cua nhffng
Ddm bdo vdn di an ninh trat tvt vd an todn cho du ngffdi di du lich khac, nhffng facebooker khdch Tang cffdng kiem soat cac boat ddng mua ban, ndi tieng ve mang du lieh, cung nhir
hffdng dan khach tham quan ciia cac td chffc, ca nhan cac trang mang xa hoi, nhff: Facebook,
va ludn kiem tra ve cac tieu chuan dam bao an toan Twitter, Instagr_am, Youtube Dieu nay cho du khach trong qua trinh tham gia hoat ddng du tao sff ke't nd'i d l dang va cung cap thdng lich tai TP Can Thd Giam sat cac van de ve an toan tin du lich cho khach du lich d nhieu ndi thffe pham trong cac diem an ud'ng, quan an, nha hang, tren the' gidi, dac biet la cac du khach khach san tren dia ban mdt each thffdng xuyen chau Au
Quy hoqch, sdp xep hoqt dgng mua bdn dich vu du Ve ndng cao Hinh dnh diem den lich vd hdng hda phue vu du khdch tqi cdc diem tham Cdn ThO
quan, nham dn dinh trat tff va tao my quan cho cac ITinh anh diem de'n la mot ye'u to
diem tham quan can sap xep, td chffc lai viec mua ban quan trong tac dong de'n quye't dinh lufa dich vii va hang hda chon cua du khach chau Au De md rong
Ve Thai do du khdch khai thac thi trffdng khach du lich chau
Am thffc dia phffdng la mot ye'u td dffdc du khach Au ndi rieng va thi trffdng qud'c te noi danh gia cao khi de'n du lich tai TP Can Thd De gin giff chung, nhdm tac gia kie'n nghi can chii y
va phat huy nhffng tinh hoa va hffdng vi dac sac cd trong thffc hien cac giai phap sau: Tang cffdng nhffng mdn an tai ndi day, chinh quyen dia phffdng can cdng tac bao tdn cac diem tham quan xue tie'n, quang ba va tao thffdng hieu cho nhffng dac san bao gdm tu" nhien, nhan tao va phat trien cua viing da't nay, nhff: nem nffdng Cai Rang, rffdu man, cac sif kien dac biet; Cac cd sd lffu trii banh tet la cam, dau Ha Chau va kinh doanh an ud'ng cung can da dang
Ve Day mqnh cdc chien lUOc tiep thi truyen thdng hda cac dich vu chat Iffdng cao theo tieu
Theo ke't qua nghien cffu, truyen thdng la mot ye'u chuan qud'c te de dap ffng nhu cau cua td'cd anh hffdng tich cffc de'n quye't dinh Iffa chon diem khach hang Ben canh dd, viec tao dieu de'n cua du khach chau Au Do dd, can day manh cac kien de xue tie'n, thu hut cac hoat dong boat ddng tuyen tuyen tang cffdng quang ba du lich dau tff phat trien du lich vao Thanh phd ciia Can Thd tren cac an pham du lich va phan phat cung nen dffdc chu trong bang cac chinh cho nhieu du khach Ben canh dd, gidi thieu du lich ndi sach ho trd ve thue, thu tuc hanh chinh day tren cac phffdng tien thdng tin dai chung (truyen ddn gian.Q
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