Truyen midng dien tu" (electronic word of mouth-eWOM) trong du lieh la td't cd ede truyen thdng khdng chinh thffc hffdng dd'n ngffdi tieu ddng ihdng qua edng nghe dffa trdn intern[r]
Trang 1NHAN TO ANH HlJdNG DEN S\J HAI LONG
VA TRUYEN MIENG DIEN Tl/ CUA
DU KHACH DOI VOfi DIEM DEN DU LICH
TAI TINH PHU YEN
• HUYNH VAN THAI - NGUYEN KHANH QUYNH NGAN
- VO XUAN HAU - NGO TH! H U C J N G
TOM TAT:
Hinh anh cffa mdt diem de'n du lieh la nhan id' quan trpng dd thu hut du khdch, tao sffc canh tranh cua didm den va la cdng cu hffu hidu de quang bd, xuc tie'n du Hch Nhffng diem de'n cd hinh anh dffdc ffa chuong hdn se thu hut dffdc nhilu du khach dd'n tham quan, du lich hdn so vdi cac diem de'n khdc Vdi bai nghien cffu nay, la tim kie'm md'i quan be giffa hinh anh diem den, truyen midng didn tff va sff hdi Idng cua du khdch Cdc phffdng phdp thd'ng ke md ta, kiem dinh Cron-bach's Alpha, phan tich nhan to kham phd (EFA), phan tich nhan to' khang dinh (CFA) va phan tich md hinh cd'u true tuye'n tinh SEM dffde sff dung trong nghien cffu Tren ed sd tdng hdp ly thuyd't va thffe hidn nghidn cffu dmh Iu;dng, kd't qua cho thd'y: (1) Hinh dnh didm dd'n cd tdc ddng trffc tiep va tieh cifc dd'n sff hai long va truyen mieng didn tff cua du khdeh; (2) Sff hai Idng eo tde
ddng tT\ic tiep va tich cife dd'n truyin midng dien tff cua du khdch
Tufkhoa: Hinh anh diem dd'n, sff hai long, truyen midng didn tff, khaeh du lich, tinh Phu Yen
1 Dat vS'n dd
Hinh dnh diem de'n la mdt khdi nidm ra't rdng
va cd nhieu each hieu vdi nhieu quan diem khde
nhau Irong boat ddng kinh doanh du lich, cd thd
hieu nd la ndi c6 sffc ha'p dan, cd sffc thu hut
khdeh du lieh, la kd'l qua nhan thffe eua du khdch
ve cdc thupc tinh eua diem de^n vd dffde xem nhu'
mdt chffc nang cua thffdng hieu didm dd'n Nhan
thffc ve hinh anh diem dd'n cua du khaeh cd lac
dong trffc tie'p, cd linh quye't dinh de'n viee Iffa
chpn diem de'n du lich va anh hffdng de'n mffe dd
thda man, Idng trung thanh cua du khach Tuy
nhidn, ngay nay, khi du khaeh earn tha'y hai long
ve san pha'm/dich vu ndo dd thi thffdng cd xu
hifdng truyen midng tich cilc hdn ve san
pham/dich vu minh sff dung hoac ngffdc lai Vi
Ihffc le' sau mdi chuyd'n iham quan, du khdeh cd
nhffng blnh luan, nhffng phdt bieu, chia se nhffng
hinh anh ve diem dd'n tren cdc trang mang trffc
tuye'n hay mang xd hpi va trd thanh cac thdng tin
truyen mieng didn tff (eWOM) ed sffc manh to ldn trong vide lan truyen cdc danh gia, nhdn xet cua du khdeh Vdi y nghidd, muc lieu dat ra cua bdi vie't la nghien effu md'i quan he giffa eac nhdn td'binh anh didm den vdi sif hai Idng va truyen midng dien tff cua du khdeh Tff dd, ham y mpt so' ehinh saeh nhdm ndng cao hinh anh didm de'n du lich Phii Ydn, ddng thdi giam thieu cac rui ro du lich trong cam nhan eua du khach
2 Crf sd ly thuyet va md hinh nghien cffu
2.L Cdsd ly thuye't
2.1.1 Cdc thdnh phdn hinh dnh diem den
* Ddc diem tu nhien
Dac diem iff nhien bao gdm nhffng khia canh
vd danh lam thang canh, canh quan ihidn nhidn, mdi irffdng, khdng khi, thdi lid'l tai did'm dd'n du lich (Lin va cdng sff, 2007) Nhan to'nay la nhffng dae tru'ng tff nhien cd anh hffdng lich cffc hoac lidu cffc dd'n cam nhan ctia du khdeh Trong thifc te', cdc nghidn cffu thu'dng ddnh gia dae diem tff nhidn d
Trang 2edc khia canh vd eanh quan, ehd't Iffdng mdi
trffdng, ddc didm khi hau thdi tie't dac trffng Dieu
kidn Iff nhien thuan Idi cd the la mdt ldi thd' cho
vide thu hut du khaeh vi du lieh la mdt hoat ddng
trai nghiem cua du khdch tai diem de'n
* Ca sd hg tdng
Cd sd ha tang bao gdm ca ed sd vdt cha't phuc
vu du lich nhff: Ha tang giao thong vdn tai, khdch
san, nha hang, cd sd vui ehdi gidi tri, mang Iifdi
thifdng mai, cffa hang phuc vu du lich, va nhffng
phffdng tidn cd ban nhif phu'dng tidn van chuye'n di
lai, sff thuan Idi ve he thd'ng giao thdng (Lin vd
cdng sff, 2007; Nguyen Dinh Thp vd edng sff,
2011) He thd'ng ha tang cQng Id mdt thanh phan
tao ndn hinh anh cua diem de'n (Martin va cdng
sff, 2008) He thd'ng cd sd ha lang la nhffng dieu
kidn ed ban dd thu hut khdeh du lich va ea cac
nhdm khach hang tilm nang khdc cua dia phu'dng
nhff nha dau tff kinh doanh, ngffdi Iao ddng
* Bau khong khi du lich
Bau khdng khi tai diem dd'n du lieh difdc the
hidn qua hinh anh didm dd'n du lieh khdng ed tinh
trang an xm, bdn bang rong, khdng bi Iffa dao, ep
gia, khdng bi cheo keo, deo bdm vd khdng qua
ddng due Qua dd cd thd lam cho khdch du lich
cam tha'y thoai mai, tbif gian, ihich thu, pha'n khich
hoac ed thd lam khdeh du lieh khd ehiu, ehdn nan,
tha't vpng
* Tien nghi du lich
Tidn nghi du lich la nhffng khia canh ve tinh
thuan lien hay mffc dp da dang eua ede san pha'm,
dich vu dffdc cung ed'p tai diem de'n Tidn nghi vdi
du khaeh eung co the dffdc xem nhif cdc thudc tinh
ve sff tien nghi eho du khdch tai diem de'n (Lin va
cdng sff, 2007) Tidn nghi du lich thudc vd edc ye'u
to' dieh vii eua diem de'n phu thude vao cdc nha
cung ed'p dich vu, eung nhff cdng dong dan eff dia
phffdng Xet d khia canh nay cd thd xem nhan td've
cha't Iffdng eude sd'ng tai dia phu'dng nhff: mffc dp da
dang dich vu, nhieu khu vui ehdi mua sam, gid ea
dich vu, nhff mot thude tinh cua lien nghi du lieh
^- Hap tui tiin
Thi hidn gia ca hang boa, dich vu iffdng ffng
vdi ehd't lifdng dffdc cung ca'p tai diem de'n du lieh,
phCi hdp vdi kha nang chi lieu cua khdch du lich
Hop tui ddn thffdng dffdc danh gid chd'i Iffdng san
pha'm va cha't Iffdng dieh vu so vdi gid ma khdch du
Iich phai tra nhffng hdp vdi kha nang ehi tieu cua
da so' khdch du Iich khi ho lffa chon diem de'n de
di du iich
2.1.2 Su hdi long cua du khdch
Sff hai long cua du khdeh Iudn cd ^ nghia quan trpng dd'i vdi viec quang bd mdt didm den du lich,
cd anh hffdng dd'n vide lffa chpn didm dd'n, tidu thu cdc san pham, dich vu va quyd't dinh quay frd hj cua du khaeh (Kozak va Rimmington, 2000) Trong linh vffc du Iich, Chon (1989) eho rang sif hai Idng eua du khdch phu thude vao nhffng mong dpi eua du khdch, nhff: cam nhdn trffdc khi den va nhffng trai nghiem tai diem dd'n du Ijch co tffcfng thich vdi nhau hay khdng Dong thdi, Chon vd Olsen (1991) dd phdt hien ra rang cd mpt mdi tffdng quan ve sff phii hdp giffa mong ddi cua du khdeh dd'i vdi diem dd'n va sff hdi Idng cua du khdeh Md'i tffdng quan dd la, sau khi du khach mua nhffng san ph^m va dieh vu du lieh, ne'u nhffng danh gid cua hp sau khi trdi nghiem cdc san pham du lich td't hdn mong ddi cua hp, hp se hai long vdi chuye'n du Iich eiia minh va ngffdc lai
2.1.3 Truyen mieng dien td (eWOM) trong du lich
Truyen midng dien tu" (electronic word of mouth-eWOM) trong du lieh la td't cd ede truyen thdng khdng chinh thffc hffdng dd'n ngffdi tieu ddng ihdng qua edng nghe dffa trdn internet lien quan dd'n vide sff dung hoae dac tinh cua hdng hoa va dich vu cu thd hoac lidn quan de'n ngffdi ban hang, Cac nghien effu gan day trong Hnh vffc du lich da cho thd'y cd sff anh hffdng tieh cffc hoac tidu cffc c^a eWOM dd'i vdi san phd'm du lich Trong so' cac nghien effu do, Tekle Shanka va edng sff (2002) nghidn cffu ede each thffe lffa ehpn diem dd'n, kSl qua eho thd'y phan Idn cac quyet dinh di du lich dffdc difa tren eWOM Ngoai ra, trong nghien ciJu Abubakar (2016) ve sff tae dpng cua eWOM den niem lin didm de'n va dff dinh du Iich lap luan rang mdt eWOM tich cffc cd thd lam giam nguy cd nii ro ciia khdch du lich va sff khdng chac chan khi chpn diem dd'n Va Sookhyun Kim va edng sff (2013) da nhan ra lam quan trpng cua eWOM trong viec lam thay ddi va y dinh mua hang/dieh vu
2.2 Mo hinh nghiin cdu
Xud't phat tff nen tang cd sd ly thuyd't va tong quan tai lieu nghidn cffu, nhdm tac gia de xuatmd hinh nghien cffu nhu" Hinh 1
Cac gia thuye't nghidn cffu:
HI: Hinh anh diem dd'n cd tae ddng tich cifc dd'n sff hai long cua du khdch
H2: Hinh anh die'm dd'n co tae ddng tich ciJc dd'n truyen midng didn tff cua du khdch
Trang 3Hinh J: Mo hinh nghien cifu de xudt
H3: Sff hai Idng ed tae ddng lich cffc den truydn
midng dien tff eua du khdch
3 Phifdng phap nghien cvlu
* Mdu dieu tra: Thu thap phie'u dieu tra dd'i vdi
du khdeh du lieh tai tinh Phu Ydn vdi phffdng phdp
lay mau thuan tien (phi xde sua't) Khao sdt trffc
tiep vdi so' phie'u hdp le la 420 phie'u
* Thang do: Cdc thang do dffdc sff dung trong
nghidn cffu nay du'dc td'ng hdp tff eac thang do
lu'dng ma nhieu tdc gia trong va ngoai nffde sff
dung: Lin va cdng sff (2007), Chon vd cdng su'
(1991), Dao Trung Kidn va edng sff (2014),
Nguyen Dinh Thp va epng sff (2011), Tuy vdy,
cac thang do nay cung da du'dc dieu chinh thdng
qua nghien effu dinh tinh nham tim ra ede thang do
phii hdp cho ITnh vffe nghien cffu ciia bdi vid't va
s^ dung thang do Likert (5 diem)
* Bdnh gid thang do: Dffdc danh gid thdng qua
hd sdlin cdy Cronbach's Alpha, phdn lich nhdn to'
kham phd (EFA), phdn lich nhan id' khang dinh
(CFA)
* Kiim dinh mo hinh nghiin cdu: Sff dung
phffdng phap phan tich md hinh cd'u true tuye'n tinh SEM (Bang 1)
4 Kd't qua nghidn ciJu
4.L Kii'm dpih thang do bdng Cronbach's Anpha
Kd'l qua kiem dinh Cron-bach's Anpha cho tha'y, td't
ed ede nhdn td' deu ldn hdn 0.6 (> 0.6) va cd he sd tffdng quan bie'n tdng deu Idn hdn 0.3 (> 0.3), nen tat ea cdc nhdn Id' ddm bao tinh nha't qudn ndi tai vd phii hdp du'a vao phdn tich nhdn td kham phd (Bang 3)
4.2 Phdn tich nhdn tdkhdmphd EFA
Cae nhan td' dffde ddnh gid bang phffdng phdp EFA, muc dich ciia EFA la lam cho cdc nhan tddam bdo tinh dong nha't Phffdng phdp irieh Principal Axis Factoring vdi phep quay Promax va didm dffng khi trich eae ye'u to ed Eigenvalue > I, he sd tai nhan to'
>0.5 (Hairva edngsff, 2010) du'dc sff dung Kd't qua phan tich nhff sau:
Nhdm nhdn tdhinh anh diem den
Kd'l qua phan tich cdc nhan id' vdi 20 bien quan sdt eho tha'y he sd KMO and Bartlett's Test dat 0.891 > 0.5, vdi mffc y nghia Sig = 0.000 < 0.05, he sd'tai nhan td'cua ede bid'n quan sdt deu dat yeu cau Tai mffc trich eigenvalue > I co 5 nhan to'difdc trich vdi phffdng sai irieh la 56.606%, khdng ed hien tffdng Cross loading Ndn dff Iidu phii hdp vdi thi trffdng
Nhdn tdsuhdi long
Kd't qua EFAnhdn td'sff hai Idng cd 4 bid'n quan
e^tuS
Dual 25
Ti(25i3en34
Til 35 den 44
TO 45 « n 64
Tren 55
long so
Bdng 1 Mo to m a u dieu tra Gidi tinh
Nam
SolUdng
30
40
50
40
30
190
%
15,79%
21,05%
NQ
Soll/dng
35
50 26,32% 60 21,05% 60 15,79%
100%
35
230
%
15,22%
21,74%
26,09%
21.74%
16,22%
100%
long S&ludng
66
90
110
90
65
420
%
15,48% 21,43% 26,19% 21,43% 15,48% 100%
Ngudn: Kit qud diiu tra nghiin cdu
Trang 4sdt dffdc rut thanh 1 nhdn td', he sd KMO and
Bartlett's Test dat 0.809 > 0.5, vdi mffc y nghia Sig
= 0.000 < 0.05, he so' tai nhdn td' cua cdc bid'n quan
sdt deu dat yeu cau Phffdng sai trich la 59,765%,
nen nhan td sff hai long dat yeu eau
Nhdn td truyen mieng dien td
Kd't qua EFA nhan to truyen midng didn tff ed
3 bid'n quan sdt dffde rut thanh I nhan td, he so'
KMO and Bartlett's Test dat 0.704 > 0.5, vdi mffc
y nghia Sig =0.000 <0.05, he sd'tai nhan to'eua
edc bid'n quan sdt deu dat ydu cau Phffdng sal trich
la 55.025%, nen nhan to'truyen mieng didn tff dat
ydu ctu
4.3 Phdn tich nhdn to khang dinh CFA
Kiem dinh nhom nhdn to' hinh dnh diem de'n
Kd'l qua CFA eho tha'y, md hinh dat dffdc dd
tu'dng thich vdi dff lidu thi tru'dng cao vdi cac chi so'
nhff: Chi-square = 273.006, bae iff do df = 160 va
gia tri p = 000, GFI = 0.938, TLI - 0.963 , va CFI
= 0.969 Nhu' vay, cdc chi so cho thd'y dff lidu khao
sdt phil hdp vdi dff lieu thi trffdng trong trffdng hdp
nghidn cffu Dong thdi, Chi-square/df = 1.706 < 5
vdi n = 420 > 200 ke't hdp vdi RMSEA = 041 <
.08 cho tha'y, dff lieu phu hdp cho trffdng hdp
nghien cffu
Kiem dinh nhdn td dem hudng
Kd't qua CFA cho thd'y, md hinh dat dffde dp
tffdng thich vdi dff lieu thi trffdng cao vdi cdc chi so'
nhff: Chi-square = 54.513, bdc tff do df = 13 v^ gi;! tri p = 000, GFI = 0.966, TLI = 0.944 vd CFI = 0.965 Nhff vay, cac chi so' cho thd'y dff lidu khao
sat phu hdp \6i dff Hdu thi trffdng trong trffdng hdp
nghien effu
Qua ke't qua kiem dmh neu trdn cung cho tha'y; Td't ca cdc he so' tifdng quan giffa cdc nhan to' deu nhd hdn 1 ed y nghia Ihd'ng ke (sig < 0.05) Vi vay, ede nhan to' trdn deu dat gid iri phdn bidt (Bang 2) Vd kiem dinh dp tin cay tdng hdp va phffdng sai trich eua tffng nhan to'(Bang 3) Cae nhan to' nghidn cffu ddu dat ydu cau ve gid tri va dp dp tin Ta't ea gid tri phffdng sal trich deu ldn hdn 50%
Ke't qud kiem dinh mo hinh nghiin cdu
Md hinh nghien cffu cd 316 bac tff do Ket qua SEM (Hinh 2) eho tha'y md hinh nay dat dffdc do tffdng thieh vdi dff lieu thj trffdng: Chi-square = 565.864 (p - 000), Chi-square/df = 1.791 < 5, GFI = 0.909, TLI = 0.945 va CFI = 0.950 vd RMSEA = 043
Kd'l qua ffdc Iffdng cac tham so' trong mo hinh cau true tuye'n linh SEM eho tha'y cdc md'i quan he H^, H2, H3 trong md hinh nghien effu, thdng qua bang hd so' hdi quy chffa chu^n hda dffdc xac dinh deu chap nhan (Bang 4)
5 Kd't luan va ham y chi'nh sach Tff kd't qua nghidn effu cho thd'y nhdm nhdn t^
Bdng 2 Ke't qua he sd tifdng quan glC/o cac nhan td
Mdi quan h$ giOa cac nhan to ' Se(r) CR P value
Whan to da hddng: Hlnh anh diem den
Hpp tui tien
Tien nghi du lich
Bau Ithdng khi du hch
Co sd ha tang
Bau khdng khidu ijch
Tien nghi du ijch
Hop tui tien
Tien nghi du lich
Hpp tui tien
Hpp tui tien
Nhan to dan hudng
Su hai Idng
«
0
< - ) •
<->
<r^
<^
<r>
<->
• ^
<^
«
Dac diem tu nhien Dac diem td nhien Dac diem lu nhien Dac diem tu nhien
Co sd ha tang
Co sd ha tang
Co sd ha tang Bau khdng khidu lich Bau khdng khi du Ijch Tien nghidu ijch
Truyen mien dien lui
0.420 0.435 0.437 0.648 0.442
0 563
0 286 0.610 0.363 0.497
0.486
0.0426 0.0423 0.0423
0 0393 0.0421 0.0388 0.0450 0,0372
0 0438 0.0408
0.0411
9 860 10.282
10 341 13.944 10.487 14.499 6.328 16.385 8.292 12.190
11.836
0.0000
0.0000 0.0000 0,0000 0.0000 0.0000 0.0000 0.0000 0.0000 0,0000
0 0000
Nguon: Tinh todn cua tdc gid dua trin ket qud phdn tich
Trang 5Bang 3 Ket qua do tin cqy va tdng ptiUdng sal trich cac nlian to
Cac ntian tcT So bien
quan sat
e^tinc^y Cront)acti's anpha long tidp (p^)
Phuong sai tricti ( p J
Nhan to da hudng
dac diS'm to nhien (DDTN)
CO sS ha tang (CSHT)
Bau khong khi du iich (KKDL)
TiSn nghi du iich (TNDL)
HOP lui tien (HTT)
4
4
4
4
4
0,845
0 836 0.822 0.827 0.840
0.846 0.837 0.826 0.827 0.840
0.678 0.663 0.644 0.544 0.568
Nh^n to (Jan hudng
Si/ hai long (SHL)
Truyen mieng dien ti!t (eWOIVI)
4
3
0.851 0.785
0.866 0.785
0.598 0.550
Ngudn: Tinh lodn cua idc gid dua trin kit qud phdn tich
Hinh 2: KS't qua md hinh SEM (chuan hda)
Huynh Van Thai va cong su Phan tich mo hinh nghien cuu Chi-square - 565.864 ; df = 316 ; P = 000 ; Chi-square/df ^1.791 ;
GFI = 909 ; TLI ^ 945 ; CFI = 950 ; RMSEA = 043
hinh anh diem dd'n cd anh hffdng trffc tie'p dd'n sff
hdi Idng va iruyen midng didn tff ve chuye'n di du
hch cua du khach, kd't qua nghidn cffu ciing cho
thay khi du khaeh ed si/ hai long trong qua trinh
di du Hch thi eung ed xu hffdng iruyen mieng tieh
cffc hdn ve san pham/dich vu minh sff dung hoae
ngi/de lai Ngoai ra, Phu Yen la tinh cd nhieu
ti^m ndng de phdt trien du lich, luy nhien ehi/a
di/dc khai thdc dung vdi tidm nang De ndng eao
hinh anh didm de'n du lich thi linh Phii Ydn can phai eai thidn nhidu mat, nhieu ITnh vffc; ddng thdi eung khdng ngffng hoe hoi, dau tff, sang tao
ra cdc san pha'm du lieh dae trffng nhdm nang eao mffc do hai long va iruyen mieng dien tff eua du khaeh Tff kd't qua dd, nhdm tae gia de xua't mdt so'dinh hu'dng giai phdp sau:
Tid'p tuc dau Iff ed sd ha tang lam cd sd keu gpi dau tff phdt tnen du lieh Trong dd, ed lap quy
Trang 6Bdng 4 tte sd lioi quy c a c mdi quan tie <ctll/a ctiudn hoa)
Cac moi quan ti$
Su hai long
Truyen mieng dien tLI
Truyen mieng dien tCl
<->
^->
<->
Hinti anh diem den
Su hai iong Hinh anh diem den
Udc iitdng
0.309 0.285 0.243
S.E
0.042 0.057
0 042
C.R
7.352 5.024 5.773
P 0.0000 0.0000 0.0000
Gia ttiuyei
HI H3 H2
i<eliu$ii ChSp nhan Chap nh^n Chap nii§n
Ngudn: Tinh todn cila tdc gid dua tren ket qud phan iich
hoach Khu du lieh qudc gia Vinh Xudn Dai gan
vdi khu vffe bai bidn Tff Nham, ghdnh Da Dia,
lap quy hoach dau tif khu vffe Bai Mdn - IVIiii
Dien - Vung Rd
Nghien effu hinh thdnh va nang eao ehd't Iffdng
mpl sd' san pham du lich ddc trffng cua Phii Ydn,
trong dd du lieh bidn dao lam mui nhon, du lich
vdn hda la ndn tdng vd hinh thanh ede tour du lich
chuydn de ve tham quan, nghi dffdng bien, du lich
van hda, du lieh kham pha, du lieh tam linh, du lich
a'm thffc, lang nghe
To ehffe lien ke't vdi eac linh trong khu viJc
duydn hai Nam Trung Bd vd Tay Nguyen de xay
dffng tuyd'n du hch lidn tinh, tidn vung vd IJdn kd't
vdi ede ddn vi Iff hanh d ede trung tam Idn, nha't la
Ha Ndi va thanh phd' Ho Chi Minh dd dffa khach
ve Phu Ydn
Tap trung xay dffng chie'n lu'dc marketing du lieh Phu Yen, trong do se tang cffdng cdng tdc xuc tid'n dau tu', quang ba du lieh, nha't la quang bd trgn cac phffdng tidn thdng tin truyen thdng Xay difng ke' hoach dao tao ngudn nhan Iffc dap ffng ydu e^u phat tridn du lieh
Ban hanh mdt so' cd che', chinh sdch ifu dai,
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du lich tren dia ban
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edng, bdi bidn, khu di lieh, didm du lich, ffng xtl
van minh, tdn tinh hd trd du khdch •
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Ngay nh3n bai: 9/5/2019
Ngay phan bi^n danh gia va suTa chffa: 19/5/2019
Ngay chd'p nh^n dang bai: 29/5/2019
Thong tin tdc gid:
TS HUYNH VAN THAI
ThS N G U Y I N KHANH QUYNH NGAN
ThS VO XUAN HAU
ThS.NG6THIHlJCfNG
Trffdng Cao dang Cdng Thffdng Midn Trung
FACTORS IMPACTING THE SATISFACTION
AND THE ELECTRONIC WORD OF MOUTH OF VISITORS WITH THE DESTINATION OF PHU YEN PROVINCE
• Master HUYNH VAN THAI
• Master NGUYEN KHANH QUYNH NGAN
• Master VO XUAN HAU
• Master NGO THI HUONG
Mien Trung Industry and Trade College
ABSTRACT:
The image of a tourist destination is an important factor to attract tourists, creating the destination's competitiveness and being an effective tool lo promote tourism Destinations with more attractive images would attract more tourists to visit This research is to find out the relationship among the destination's image, electronic word of mouth and visitor's satisfaction Descriptive statistical methods, Cronbach's alpha Exploratory Factor Analysis, Confirmatory Factor Analysis (CFA) and SEM linear structure analysis were used to carry out this research
By reviewing theories and conducting quantitative researches, ihis research'.s result show that (1) the destination's image has a direct and positive impact on satisfaction and electronic word of mouth of visitors; (2) The satisfaction has a direct and positive impact on visitors' electronic word
of mouth
Keywords: Images of destinadon, satisfaction, electronic word of mouth, tourists, Phu Yen
province