(2008), nghidn etfu v^ tdc ddng cua chat Itfdng dich vu Idn y dinh hanh vi trong nganh khach san; Hoang Trpng Tudn (2015), nghidn cffu ve cac yd'u to anh htfdng dd'n stf hdi long cua[r]
Trang 1PHAN TICH CAC NHAN TO ANH HlJdNG DEN SU HAI LONG CUA DU KHACH
KHU NGHI DUOfNG 4 - 5 SAO TAI PHU QUOC
• PHAN QUAN VIET - PHAN VAN TOAN
T 6 M TAT:
Hoat ddng du lich ngdy nay dang trd thanh nhu cau phd bien d tat ca cdc qudc gia tren todn cau Hoat dpng nay mang lai cho bdn thdn ngtfdi di du lich nhffng gia tri Idn ve mat tinh than, giffp t&ng ctfdng stf hi^u bid't vd nhdn thffc, gia tang stf khdm phd, trai nghidm thu vi trong cudc sd'ng, tao stf cdn bang ve mat tam ly ciing nhtf tai tao sffc lao ddng Bdn canh dd, hoat ddng ndy mang lai cho qud'c gia, diem dd'n mdt ngudn thu ddng ke gdp phln phdt tri^n kinh td' xa hdi ci5a mdt ntfdc, mdt dja phtfdng Tff nhffng vd'n d^ ndu trdn ciing vdi bdn than tac gid la ngtfdi dang Iam cdng tdc dieu hanh nhi^u nam trong cac khu nghi dtfdng, nen viec thtfc hidn nghidn effu d l tdi nay Id cdn thid^t, gidp ban thdn hi^u rd hdn de tfng dung cho ddn vi dang cdng tdc cua minh thdng qua bang chtfng thtfc tidn, khoa hpc ttf kd't qud nghidn cff^ Tdc gid
da ltfa chpn vd nghidn cffu "Phdn tich cdc nhan to' anh htfdng dd'n stf hdi ldng cffa du khdch
v$ ch^t Iffdng dich vii du lich d eac khu nghi dtfdng 4 - 5 sao tai Phff Qudc"
Tif khda: Stf hai ldng, chd^t Itfdng dich vu du Ijch, Phu Qudc
1 Gidi thidu
Theo sd' lieu thd'ng ke ttf Tong cue Du Ijch Viet
Nam giai doan 2000 - 2016, nam 2016 da ddn 10
tridu ltfdi khach qudc te, 62 trieu Itfdt khach ndi
dia vdi tdng thu ttf khach du Ijch la 400 nghin ty
ddng, ddng gdp khdng nhd vdo tdng san pham
qud'c ndi Vdi tdm quan trpng dd, Nha ntfdc khdng
ngffng cai thien va phat tri^n nhffng dieu kidn can
thiet de thu hiit va dap ffng nhu cdu ngdy cdng cao
cua du khdch Cung vdi sff phat trien cua nganh
Du lich Vidt Nam, trong nhtfng nam qua du lich
cua tinh Kidn Giang cting phat trien khd td't vdi
nhffng con sd' thd'ng kd vtfdt bac vdi tdng Itfdng
khdch du Ijch khoang 6 tridu Itfdt, trong dd khdch
qud'c te' la 368.207 Iffdt khdch (tang 18.9 % va doanh thu tang 24.8%) Tinh ridng ddo ngoc Phd Qud'c la trpng diem phdt trien du lich cua tinh da ddn tdng Itfdng khach gdn 3 hidu Iffdt, khdch qudc Id' Id 318.345 Itfdt (lang 19.1 %, doanh thu tdng 27.6%) Vdi chu ti-ffdng xay dtfng ddc khu kinh te ttf nhffng ndm 90 cua thd' ky XX, Phff Qudc la mot
trong nhffng khu Wc dtfdc dinh hffdng phdt trien
trd thanh dac khu kinh te - dtfde Nha ntfdc dac biet chii trpng, tfu lien dau ttf ngudn Itfc Idn d^ quyet tam thffc hidn xdy dtfng md hinh SEZ thdnh cdng
va cd tam vdc trong khu vffc Ndi ddy sd thdt stf la ndi tda sang cua nhieu ngdnh phdt trien trong tffdng lai, trong dd ndi bdc la nganh Du Heh vdi
Trang 2nhi^u tfu thd' vd'n cd cua nd, thu hut ngay cang
nhieu du khdch trong va ngoai ntfdc ciing cac nha
dau ttf qud'e te' Dtf kid'n dd'n nam 2020, Phii Qud'c
mdnh danh la ddo ngoc trdn viing bien phia Tay
Nam cua To qud'c, cd tdng dien tich khoang 593,05
km^ dtfdc bao hoc bdi bien Idn xung quanh nay se
cd khoang 15.000 phdng, trd thanh ndi cd so Itfdng
phdng khach san cao cd'p Idn nha't cd ntfdc Nhtf
vay, du lich ddng vai trd quan trpng ve mat kinh td'
- xa hpi dtfde Nhd ntfde quan tdm ciing cac ehinh
sdch thffc day sff phat trien Dieu nay giup Phu
Qud'c ngoai tiem nang cdn cd them cd hpi phdt
trien du Ijch rat Idn
2 Ctf sd ly thuydt va md hinh nghidn di'u
Sif hdi long cua khdch hdng ve ehd't Itfdng dich
vu Id chu de dtfdc nghien cffu pho bie'n trdn thd'
gidi va trong ntfdc trong thdi gian qua Cu the la
Abraham P & Taylor E (1999) da nghidn ctfu stf
hai long eua khdeh hdng vd stf do Itfdng cua nd
trong cac doanh nghidp khach san; Al-Ababneh,
Mukhles (2013) nghien cffu ve cha't Itfdng djch vu
va anh hffdng cua nd dd'i vdi stf hai long cua khdch
du lich; Vijayadurai, J (2008), nghidn etfu v^ tdc
ddng cua chat Itfdng dich vu Idn y dinh hanh vi
trong nganh khach san; Hoang Trpng Tudn
(2015), nghidn cffu ve cac yd'u to anh htfdng dd'n
stf hdi long cua khdch du Ijch tai cdc diem du lich
d thdnh phd' Hd Chi Mmh; Ld Thj Tuye't vd cdng
stf (2014), nghien ctfu stf hai Idng cua du khdch
ndi dja vi cha't itfdng djch vu du lich tai lang cd
dtfdng lam; Pham Thi Ngoan (2017), ddnh gid stf
hdi Idng cua du khdch dd'i vdi djch vu tai khu nghi
dtfdng cao ca'p Bai Lff Nghd An; vd edn nhieu tdc
gia khde vdi chu de ttfdng ttf Cdc kd't qua nghidn
cffu tff cdc md hinh khde nhau nhtfng did'm ehung
Id chi ra dtfdc cac nhdn td' anh htfdng dd'n stf hai
long ve ehd't Itfdng dich vu va lam quan trpng cua
vide nghidn cffu ehu de nay Vi thd', vide nghien
cffu cho de lai hodn toan la kha thi trdn cd sd cd
stf kd' thtfa
Ttf cdc nghidn effu lien quan, tdc gia de xud't md
hinh nghien effu cho de tdi gdm ed 6 ye'u to' dnh
htfdng den stf hai Idng cua du khdeh, la: (1) Stf tin
edy, (2) Nang Itfc phuc vu, (3) Phffdng tidn hffu
hinh, (4) Stf dong cam, (5) Mffc dd dap tfng vd (6)
Gid trj cam nhdn Cdc gid thuyd't dtfdc dat ra cd
quan he ciing chieu giffa tffng bien ddc lap vdi bid'n
phu thude Bdn canh dd cdn cd cdc yd'u id mang
tinh ca nhdn nhtf dp tudi, thu nhap, thdi gian Itfu tru,
so lan quay lai cung dtfdc dtfa vao bang hdi khao sat d^ xac djnh Udu cd stf khde bidt ve mtfe dd hdi ldng cua du khdch ddi vdi cac bien djnh tinh nay Thang do dtfdc xay dtfng cd 37 bid'n quan sdt thude
6 nhdn td' dpc lap va 4 bid'n quan sat thupc nhan to' phu thude Nghien ciJu sd bd dinh Itfdng dtfdc thtfc Men vdi 120 mdu dat ydu cau Dffa trdn md hinh SERPERF cua Cronin & Taylor, (1992), cde nghien ctfu trffdc CLing de xua't cua tac gia Md hinh bao gdm sdu nhan td tac ddng dd'n stf hai long eua du khach la: (1) Stf lin cay, (2) Nang Itfc phuc vu, (3) Phtfdng tidn hffu hinh (4) Sff ddng cam, (5) Mffc dd ddp tfng vd (6) Gia tri cam nhan Ke't qua phan tich cud'i cung cho thd'y md'i quan he giffa 6 bid'n ddc ldp
va 1 bid'n phu thupc cd mdi quan he cung chieu, vdi
he sd' Beta cua tat cd d^u dtfdng (+) Md hinh tdc gia de xua't cho nghien cffu "Stf hai Idng cua du khach dd'i vdi chat Itfdng djch vu du lich d cdc khu nghi dtfdng cao cap 4 - 5 sao lai Phu Qud'c" la hoan todn phu hdp, khang dinh cd md'i hen he chat che gitfa cac thang do vdi stf hai Idng cua du khdch Cde gia thuyd't HI, H2, H3, H4, H5, H6 da xay dtfng deu dtfdc chap nhdn, trong dd nhan to'Gid tri cam nhdn
cd he sd' Beta = 0,427 tdc ddng manh nha't de'n Sif hdi long; Phffdng tidn hffu hinh tac ddng manh thtf
2 (Beta = 0,369); Sff tin edy tdc ddng manh thff 3 (Beta = 0,359); Nang Iffc phuc vu tdc dpng manh thff 4 (Beta = 0,255); thff 5 la Mffc dp dap ffng (Beta
= 0,102) va thff sdu Id Sff ddng edm (Beta = 0,072) Kiem dinh phtfdng sai ddng nha't cho cac bie'n dinh tinh thude nhdn khau hpc dd'i chie'u vdi cde gid thuyet dat ra H7, H8, H9, HIO, HI 1 cho thd'y cd stf khde biet ve mtfc dp hai long cua du khach dd'i vdi Muc dich chuyd'n di (H7), Sd lan du lich (HS), Thdi gian Itfu tru (HI 1) nhiffig khdng cd stf khde biet ve mffe dp hdi long cua du khdch dd'i vdi Dp tuoi (H9)
va Mffc thu nhap (HIO)
3 Phtfdng phap nghidn ctfu
Nghidn ctfu dtfdc thtfc hidn dtfa trdn 2 phtfdng phap nghien etfu gdm: phtfdng phap nghidn cffu djnh tinh vd phtfdng phdp nghien cffu djnh Itfdng nhtf sau:
- Nghien cdu dinh tinh; Nghidn ctfu djnh linh
dtfpc thtfc hien theo trinh tff dtfa tren cd sd ly thuye't vd tong quan cdc nghidn cffu lidn quan di trffdc dd' de xua't cdc gid thuyd't vd md hinh nghien ctfu sd bd Sau dd, tdc gia tie'n hanh thao luan
Trang 3nhdm dd' khdm pha cdc ye'u to cua sff hai long va
hidu chinh lai thang do cua cac ye'u to' trong md
hinh nghien cffu sd bp cho phii hdp vdi bd'i canh
ngiiien cffu Kd'l qua nghien cffu se lam cd sd xdy
dtfng thang do va bang cau hdi de thu thdp dff lieu
cho qud tnnh nghien cffu dinh Iffdng
- Nghien cdu dinh luang; Phtfdng phap chpn
mdu thudn tidn Dff lieu thu thap dtfdc xff ly bang
phan mem SPSS 20.0 gdm ddnh gid dd tin cay cua
cdc thang do vdi kid'm djnh Cronbach's Alpha
Phdn tich nhdn to' khdm phd (EFA) vdi kiem dinh
Barlett va KMO Phan lich hdi quy do Itfdng tdc
ddng cdc nhdn to' chinh cua stf hai long bang kiem
dinh F va mtfc y nghia Sig
4 Kd't qua nghidn ctfu
Tac gia da tie'n hanh phan tich dinh Itfdng
kiem tra dd tin edy vdi hd sd^ Cronbach's Alpha
cua eac thang do > 0,6 va ttfdng quan bie'n td'ng >
0,3, phan tich nhdn td'khdm phd dd' do Itfdng gia
tri hdi tu va phan bidt ciia thang do vdi chi so'
KMO > 0,5, Eigenvalues > 1 va phtfdng sai trich
dtfdc = > 50%, ddu dat ydu cau Ke't qua phan
lich EFA: bie'n ddc ldp trich dtfdc 6 nhdn id' gdm:
(1) Sff tin cay, (2) Nang Itfc phuc vu, (3) Phtfdng tidn hffu hinh (4) Stf ddng cam (5) Mffc dd dap ffng va (6) Gia tri cam nhan va bid'n phu thude trich dffde 1 nhdn td' la Stf hai Idng Kd't qua phan lich ttfdng quan khdng loai nhan to' nao vi Sig giffa ttfng bie'n ddc lap vdi bie'n phu thude deu nhd hdn 0.05 Nhtf vay td't ca cdc bid'n ddc 14p ddu cd quan he ttfdng quan tuyd'n tinh vdi bien phu thupc Ke't qua phdn tich hoi quy cho thay cdc bidn dpc lap dtfa vao chay hdi quy dnh htfdng tdi 69.3% stf thay ddi cua bie'n phu thude, cdn lai 30.7% la do cac bie'n ngodi md hinh va sai sd nglu nhidn Cd thd'thd'y mffc dd phii hdp cua md hinh la kha td't Phffdng sai ANOVA vdi Sig kiem djnh F < 0.05 cho tha'y md hinh hdi quy cd y nghTa Hoi quy khdng cd nhdn td' ndo bj loai bd do
Sig kid'm dinh t cua tffng bien ddc ldp diu nho
hdn 0,05 He sd' VIF cdc bid'n ddc lap deu nhfi hdn 10, nhtf vay khdng cd da cdng tuyd'n xay ra Tff kd'l qua hdi quy, tdc gid chi ra cde yd'u td' cd dnh htfdng dd'n stf hdi ldng cua du khdch vdi cac mffc dd tdc ddng khac nhau va kid'm djnh cdc gid
thuye't dat ra cua md hinh (Bdng 1)
Bang 1 l o n g hdp ket q u a kiem d|nh cac gia thuyet
GT
H1
H2
H3
H4
H5
H6
H7
H8
H9
HIO
HII
N$i dung
Su tin Cciy co (ac dong duang len su hai long cua du khach
Nang luc phuc vu co tac dong duong len sy hai long cua du khach
PhUdng tiSn hOu hinh co tac dpng dUdng len sy hai long cua du khach
Su dong cam co tac dong duong l§n sy hai long cua du khach
Mile d6 dap Ling co tac dong diidng len su hai long ciia du khach
Gia trj cam nhan co lac dong dUdng len su hai long cua du khach
Co su khac biSt v^ miic do hai long cua khach hang theo muc dich li/u tnj
Co su khac bi&t ve mCc d6 hai long cua du khach theo so ISn den lyu tru
Co sy khac biet ve miic do hai long cua du khach theo dp tuoi
Co sy khac bipt ve mLlc do hai long cua du khach theo miic thu nhgp
Co sy khac bipt ve mile dp hai long cua du khach theo thdi gian nghi dudng
K i ^ d|nh
p = 0,359 Sig, = 0,000
p = 0,255 Sig- = 0,000
p = 0,369 Sig, = 0,000 P= 0,072 Sig =0,046
p = 0,102 Sig = 0.004
p = 0,427
Sig = 0,000 Sig = 0 , 0 1 2 Sig = 0 , 0 1 0 Sig = 0,436 Sig = 0,308 Sig = 0,032
Ket qua
Chdp nhgn
ChSp nhan
Chdp nhan
Chap ntign
Chdp nhan
Chdp nhan Chap nhan Chdp nhSn Bac bo Bacb6 Chdp nhSn
Trang 45 Kd't Iudn vii kid'n nghi
5.1 Yi'u to'Gid tri cam nhdn
Cdc khu nghi dffdng can ludn can nhdc chid'n
Itfdc gid ea phil hdp vdi cac dd'i thu canh tranh va
phu hdp vdi chinh tinh hinh ehd't Iffdng hidn tai
dang cung tfng tai ddn vi minh di du khdch ludn
cam nhan gid tri mang lai iffdng xtfng vdi mffe ti^n
chi tra Cu the', mdt Id, dp dung mtfc gid dae biet
hdn so vdi cac khu khac cung lieu chua'n, nha't la
vao cdc thdi die'm thd'p die'm dd' thu hiit nhieu
khdch hdn ma tinh hai Idng vdn ddm bao; hai la
giff nguydn gid, tham chi nang gid eao hdn ede dd'i
thu canh tranh vdi dieu kidn chat Itfdng dich vu
ludn cam ke't d mtfc ndi trdi hdn cac khu khac
Cde khu nghi dtfdng can ap dung chinh sdch gia
linh boat (Dynamic Prices) trdn cdc kdnh dat
phong trtfc tuyd'n (OTAs: Online Travel Agencies):
Gidm gid d nhtfng thdi diem cdng sua't thd'p de thu
hut khdch va ndng gid d nhffng thdi diem cdng sua't
cao hoac giai doan cao di^m d^ td'i da hda doanh
thu vd d^ bu lai mffe gia da giam eho giai doan
tha'p die'm Khach hang cling dd dang cha'p nhdn
vdi each dp dung gid linh hoat hien nay dang dp
dung thdng qua cac trang trffc tuyd'n nhff
Agoda.eom, Booking.eom, Expedia.com,,,
Dao lao cac nhan vien thupc cac bd phan trtfe
tid'p de'p xuc khach hang (Front of the House) cac
ky nang cham sdc khach hang, tam ly khach hang
Toan bd nhan vidn trong khu nghi dtfdng can cd
thdi quen mim ctfdi, chao khdch vdi phong thdi san
sang giup dd bang stf cdi md, than thidn va hid'u
khdch Cd chinh sach tfu dai nhtf giam gid, lang
them dich vu mien phi nhtf trai cay dat phdng,
bdnh kem, rtfdu dat phdng, phid'u Spa gidm gia.,,
dd'i vdi nhffng khach quay lai idn hai, khdch hang
thtfdng xuydn, khdch hdng IffU tru ddi ngdy, khdeh
hdng cd ngdy sinh nhdt, ky nidm ngay effdi de tao
edm nhdn quan tdm dac bidt
Ghi chep lai trdn nguon dff lieu khdch hang
(Resort Guests Database) nhffng thdi quen tieu
diing, cac sd thich dae bidt cua mdi du khach de'
khi du khdeh quay lai idn sau, dpi ngu phuc vu ndm
bat trtfdc vd phuc vu dung sd thich cd nhan cua du
khdch ngay tff dau Khu nghi dffdng can cd thff
chao ddn (Welcome Letter) dtfdc vid't chinh tdn
rieng cua du khach khi dd'n nhdn phdng, Dieu nay
the' hidn sff trdn trpng va a'n ttfdng ve stf quan Idm
lam cho du khach cd edm nhdn quan trpng ddi vdi
khu nghi dtfdng; kdt thue ky nghi, khdch hdng nhdn
ngay thff edm dn qua email tff ban quan ly khu nghi dffdng,
5.2 Yi'u td'PhUdng tiin hUu hinh
Tang ctfdng cdng idc bao iri, bao dffdng djnh ky hdng tu^n, hdng thang va thtfdng men nham phdt hidn va khae phuc cdc stf cd' kip thdi Thid't lap quy trinh kie'm tra cac san pha'm dich vu trtfdc khi cung tfng cho khach hang sff dung Cac bd phdn lidn quan chiu trach nhiem ve san pham dich vu cua bp phdn minh trtfdc ban quan ly va dam bdo cd sd vat cha't ky thuat, trang thid't bi ludn trong didu kidn hodn hao va san sang phue vu
Thtfc thi chu ky dau tff thay the' hang nam eho cac trang thie't bi vdi cdng nghe mdi, cha't Iffdng cao, ndng ca'p edsd vdt cha't dam bdo tinh an loan
va tidn nghi dd' ludn ddp ffng nhu cdu eao tff cdc dd'i ttfdng Itfu tru trong khu nghi dtfdng Thie't lap,
bd sung cac lien ich tfng dung ttf cdng nghe thdng tin dd' du khach cd the lidn lac va gffi ydu cdu phuc vu vd phdng, vd dich vu an ud'ng thdng qua cdc thid't bi thdng mmh ma khdng can phdi di de'n nha hang hay le tan Dau tff cdc trang thid't bi hidn tai phil hdp theo mffc gia bdn ra cho ttfng Ioai phdng nghi, phii hop nhu cau cua tifng nhdm khaeh Can cd bd phan cdnh quan vdi tay nghi cao dd' cham sde td'i da mdi trtfdng sinh thai xung quanh tao cam gidc xanh mat, trong ldnh, dd chju
vd gan gui thien nhien theo dung tinh chat cua khu nghi dtfdng cao ed'p
5.3 Yi'u to Sd tin cay
Dao tao nhan vidn ede kid'n thffc ve sdn ph^m, dich vu trong khu nghi dtfdng (Product Knowledge)
de nhan vidn nam ro cdc thdng tin lidn quan nhtf: cac hoat ddng dien ra hang ngdy, hang tudn, stf kidn cung vdi thdi gian, dia diem, gia cd, cdc Idi ieh vd dieu kien kem theo Dffa vdo quy trinh bat bude cac nhan vidn bd phdn den sanh, nhdn vien cham sdc khdch hang, nhdn vien giao dich trffc tiep phai cd nhiem vu eung cap day du thdng tin va giai thich rd rang eho du khdch
Dac thu khu nghi dtfdng cao ed'p cd nhilu du khdch ntfdc ngodi, nen vide hua'n luydn ddo tao cac
ky nang giao tid'p, ky nang ngoai ngff la can thie't
va thtfdng xuydn dd' giup dpi ngii phuc vu eung ca'p thdng lin dtfdc td't hdn Hud'n luydn cac ky nang, thdi dp phuc vu cua nhdn vien cdc bd phdn va dp dung cdc quy djnh cam kd't thtfc hien cung ffng kip
Trang 5thdi cde ydu cau eua khach hang; kem cdc bien
phap Ihtfdng phat nham idiich Id va chd' tai nd'u
chdm tre
5.4 Ye'u to Ndng lUc phtfC v^
Ddo tao nang Iffc phuc vu cho dpi ngu nhan
vidn Ngoai cdc ky nang chuyen mdn, ky ndng
ngoai ngff, thai dd phuc vu, kid'n thffc edng vide,
cdn phai ddo lao kid'n thtfe tong quan ve dia phffdng
Phu Qud'c de' cung ca'p cho du khdch khi cdn
Htfdng ddn vd ddo tao cho nhdn vidn phue vu
trtfe tid'p hie'u tam ly khach hang, phan dodn dtfdc
nhu cau khdch hdng de chu ddng tid'p cdn, gidi
thidu va chao mdi du khach sff dung cdc djch vu
trong khu nghi dtfdng nham tang doanh thu vd tdng
stf hdi Idng (Upselling) Cd chinh sach thtfdng
khuye'n khich cho cdc nhdn vidn ldm td't cdng tdc
chii ddng gidi thidu ban san pham, dich vu
5.5 Ye'u to'Mdc dg ddp dng
Xdy dtfng quy trinh lam vide chat che giffa cdc
phdng ban, chtfc nang the' hien rd nhiem vu cua
tffng nhdn vidn trong cde btfdc tid'p nhau thdng tin
va xff ly ydu cdu cung nhtf trdeh nhiem cua eac
cd'p gidm sat dam bao mpi ydu cau phat sinh dtfde
theo ddi vd xff ly dd'n cung, diing thdi gian Huan
luydn nhan vidn budng phdng trong cdng tac
chua'n bi phdng khdch dd^n, kid'm phdng khi khach
di Ld tdn gffi thdng tin danh sdch khach cho budng
phdng mdt ngay trtfdc khi khach dd'n dd' chu^n hi
trtfdc, han ehe' vide khdch chd khi lam thu tuc nhan
phdng
Kid'm tra Ihdng tin gid khach dd'n, khdch di, gid
khdeh sff dung djch vu de chu ddng chuan bi td't
hdn cho vide thanh loan cdc hda ddn Trang bj may
mde thie't bj, phan mem phuc vu cho vide thanh
todn chfnh xac vd nhanh chdng Bo sung cdc cdng
cu dung cu lam viec, phtfdng tien lam vide vd hud'n
luydn phtfdng phdp lam viec khoa hpc cho ddi ngij nhdn vidn Giao trach nhidm rd rang cho cdc trtfdng bd phdn phai chiu trdeh nhiem eac cong vide lien quan
5.6 Yi'u td'Sil ddng cam
Thiet lap bd phan cham sdc khach hdng cd khd nang sff dung nhieu ngdn ngff de tie'p can du khach hdng ngay vdo nhffng thdi di^m thich hdp, hilu dffde nhffng yeu cau dac bidt cua du khdch de' phuc
vu dung nhu edu Ghi chep nhflng thdi quen va sd thieh cd nhan cua du khach vdo cd sd dff Udu va thdng lin cho cac phdng ban de phiic vu tdt hdn trong thdi gian Iffu tru vd cho nhflng idn sau Ldng nghe cac y kid'n khach hang lai chd d^ kjp thdi chan chinh cdc djch vu thid'u sdt dong thdi phan hdi tich etfc eac ;y kie'n ddng gdp trdn cac trang mang xa nhtf google.com, tripadvisor.com, cac trang dat phdng trtfc tuyd'n khde., Thu thdp va khao sat y kien khach hang qua cac tfng dung cua phdn mem, tff dd thd'ng kd, phdn tich vd didu chinh cac san pham, djch vu sat vdi nhu cau thtfc te cia du khdch
Tuyen dung mdt so nhan vidn ngffdi ntfdc ngoai lam edng tdc cham sdc khde hang nhdm tao thdm stf ddng cam ve ngdn ngff vd van hda
Cde khu nghi dffdng d Phu Qudc da sd' cd bai bi^n rieng, dd' lao thdm nhidu hoat ddng bd' ich, tang gid tri ky nghi cho do khdeh, khu nghi dtfdng ndn cd cac boat ddng vui chdi the thao, cheo thuyin Kayak, lang ngam san hd, tdp Yoga binh minh tren bdi bien Ngoai ra, ndn id chffc cdc chuyd'n tham quan kham pha quanh ddo, xe mi^n phi dtfa khdch tham quan chd ddm, ldp hoc cdch che' bie'n mdn an tai chd mang lai stf trai nghidm
thii vj cho du khdch •
TAI LIEU THAM KHAO:
/ Ngo Nguyen Quy (2013) Ddnh gid mdc do hdi long ciia khdch hang ddi vdi chdt lUang dich vu tgi khdch san
Novotel Nha Trang Ludn vdn thgc sy qudn tri kinh doanh, Trudng Dgi hoc Nha Trang, Nha Trang
2 Phgm Thi Ngoan (2017) Ddnh gid su hdi ldng c&a du khdch ddi vdi dfch vu tgi khu nghi dudng cao cap bai IQ resort Nghi An Ludn vdn thgc sy qudn Iri kinh doanh, TrUdng Dgi hoc Nha Trang, Khdnh Hoa
3 Phi Hdi Long (2015) Ddnh gid su hdi long cua du khdch ddi vdi chdt luang dich vu tgi khu nghi dUdng MIA Nha Trang Ludn vdn thac sy qudn tri kinh doanh, Trudng Dgi hoc Nha Trang, Nha Trang
4 Vd Thi Cam Nga (2014) Nghiin cdu suhdi ldng ciia du khdch qudc li'ddi vdi thdnh phd'Hdi An Ludn vdn thac
sy qudn tri kinh doanh TrUdng Dai hgc Dd Ndng, Dd Nang
5 Lee W PachmayerA (2012) The Impact of Visualization and Expectation on Tourists Emotion arui Satisfaction
Trang 6at the Destination Paper presented at the 43rd Annual Conference Proceedings Travel and Tourism Research Association, Virginia, USA
6 Salleh, Munir., Omar, Khatijah., Yaakop, Azizul Yadi, and Mahmmod, AhmadRamli (2013) Tourist Satisfaction in Malaysia Intemational Journal of Business and Social Science, Vol 4 No 5; May 2013
Ngay nhan bai: 22/8/2018
Ngay phan bien danh gia va sd"a chffa: 3/9/2018
Ngay chS'p nh^n dang bai: 13/9/2018
Thdng tin tdc gid:
TS PHAN QUAN VX^T - PHAN VAN TOAN
Khoa Thifcfng mai va Quan tri kinh doanh
Trtffltng D^i hpc Van Lang
ANALYZING FACTORS IMPACTING THE SATISFACTION
OF TOURISTS WITH THE QUALITY OF TOURISM SERVICES
OF FOUR TO FIVE-STAR RESORTS IN PHU QUOC ISLAND
• Ph.D PHAN QUAN VIET
PHAN VAN TOAN
Faculty of Commerce a n d Business Administration
Van Lang University ABSTRACT:
Presently, tounsm activities are becoming a popular demand in all countries around the world These activides help tourists to gain great spiritual values, broaden their knowledge and awareness, encourage them to explore and enjoy the life to find balance in their life and recharge their energy In addition, the tourism activities play a key role m the socio -economic developmeni of a country in general and a local in particular Hence, it is important
to analyse factors impacting the satisfaction of visitors with the quality of tourism services of four to five-star resorts in Phu Quoc Island
Keywords: Satisfaction, quality of tourism services, Phu Quoc Island