Sau khi tham khao y kien cac ehuyen gia, tac gia xay difng md hinh nghien cffu ve cac nhan to cua chat Iffdng dich vu du lich sinh thai anh hffdng den sif hai long cua du khach tren [r]
Trang 1Slf hai long cua du khach
va chat lu'dng djch vu
du lich sinh thai tfnh Bac Lieu
HUYNH HOfa TRUNG KIEN*
N G U Y I N NGQC BICH** Tom tat
Muc tieu cda nghien cdu ndy nhdm phdn tich md'i quan he gida syt hdi long cda du khdch vdi chdt lugng dich vu du lich sinh thdi d Bqc Lieu Sdlieu sd dung trong nghien cdu dugc thu thdp tit ke't qud khdo sdt 164 du khdch Sdlieu dugc kiem dinh thang do bang^ he sd Cronbach's Alpha, md hinh phdn tich nhdn tdkhdm phd (EFA) vdphdn tich hoi quy tuyen tinh da bie'n Ket qud nghien cdu cho thdy, cd 6 nhdm nhdn tdcda chdt lugng dich vu du lich sinh thdi dnh hudng de'n syt hdi long du khdch, bao gom: Ca sd vdt chdt hq tdng; Gid cd cdc loqi dich vu; An ninh trat tu vd an todn; Tdi nguyen thien nhien; Chdt lugng phue vu cda Hudng ddn vien du lich vd nhdn vien phue vu; Chdt lugng dich vu dn ud'ng, mua sam vd gidi tri
Tuf khoa: du khdch, syt hdi long, chdt lugng dich vu du lich sinh thdi
Summary
The objective ofthe study is to analyze the relationship between the satisfaction of tourists and the quality of ecotourism service in Bac Lieu province Data after being collected from the survey of 164 tourists is verified by using Cronbach's Alpha, Exploratory factor analysis (EFA) and Multivariate linear regression analysis models Research results point out 6 groups of factors of ecotourism service quality that affect tourists' satisfaction, including: Infrastructure; Prices of services; Order security and safety; Natural resources; Service quality of tour guides and service staffs; Food, shopping and entertainment service quality
Keywords: tourist, satisfaction, ecotourism service quality
GI6ITHIEU
Bac Lieu la tinh cd tiem nang ve phat trien du lich
sinh thai vdi nhieu canh quan thien nhien phong phu,
nhffng quan xa thffc vat, ddng vat da dang, ddc dao,
nhff: san chim, vffdn nhan, bai bien, rffng ngap man va
tai nguyen nhan van Viec phat trien du lich sinh thai
la tao ra nhieu viec lam, tang thu nhap cho ngffdi dan
dia phffdng Tuy nhien, sff phat trien ITnh vffc du lich
sinh thai ciia tinh Bac Lieu trong thdi gian qua chi mdi
dffdc khdi dong va cdn nhieu van de bat cap, chffa the
trd thanh nganh kinh te mui nhon nhff tiem nang san
cd Lffdng khach den tham quan du lich sinh thai cdn
it, doanh thu du lich sinh thai cdn tha'p, ty trong tang
trffdng khach du lich ndi dia va qud'c te den tham quan
du lich tai tinh Bac Lieu tang trffdng khdng ddng deu
Mot trong nhffng nguyen nhan din den nhffng bat
cap tren la do chat Iffdng dich vu du lich sinh thai cdn
nhieu ban che De danh gia dffdc chat Iffdng dich vu du lich sinh thai tren dia ban tinh Bac Lieu trong thdi gian qua, can xem xet trong md'i quan he giffa stf hai long eua du khach va chat Iffdng dich
vu du lich sinh thai tren dia ban Tinh Viec xac dinh dffdc mdi quan he giii'a chat Iffdng dich vu du lich sinh thai va sif hai ldng cua du khach giup cho viec nang cao cac nhan to chat Iffdng cii the, tff do gdp phan tang sff hai long cua du khach
PHU'DNG PHAP NGHIEN CLfU
Ly thuyet ve sUhdi long cda du khdch
Theo Parasuraman, Zeithaml va Ben-y (1988), sif hai long cua khach hang la chia khda dd'i vdi sff thanh cong
* Tru'dng Dai hoc Tra Vinh
** Sd Thong tin va Truyen thong tinh Bac Lieu I Emai: bichnn68@gmail.com
Ngdy nhan bdi: 28/10/2018; Ngdy phdn bien: 08/11/2018; Ngdy duyet ddng: 16/11/2018
Trang 2K i i i l i t «
va Dif b a
cua doanh nghiep va la cd sd de danh gia
chat Iffdng dich vu, ma doanh nghiep da
cung cap cho khach hang
Parasuraman va cac cong sff (1988)
cho rang, giffa chat Iffdng'dich vu va sff
hai long khach hang tdn tai mot sd khac
biet, ma diem khac biet ed ban la van de
"nhan qua" Hai long cua khach hang
xem nhff ket qua; chat Iffdng dich vu xem
nhff la nguyen nhan; hai long cd tinh chat
dif bao, mong ddi; chat Iffdng dich vu la
mot chuan ly tffdng Do dd, mud'n nang
cao Slf hai ldng khach hang, nha cung cap
dich vu phai nang cao chat Iffdng dich vu
Tren ed sd ly thuyet thang do
SERVQUAL cua Parasuraman va cdng
sff (1988), ket hdp vdi ke thffa ket qua cac
cdng tnnh nghien cffu cua Le Thi Tuyet
va cong sff (2014); Lffu Thanh Dffc Hai
(2014); Hoang Trpng Tuan (2015); Pham
Thi Mai Yen va Pham Thi Minh Khuyen
(2017), tac gia tieii hanh tham khao y kien
cua cac chuyen gia boat ddng trong linh
vffc du lich de xac dinh lai cac nhan tdcua
chat Iffdng dich vu du lich sinh thai anh
hffdng den sif hai long cua du khach tren
dia ban tinh Bac Lieu Sau khi tham khao
y kien cac ehuyen gia, tac gia xay difng
md hinh nghien cffu ve cac nhan to cua
chat Iffdng dich vu du lich sinh thai anh
hffdng den sif hai long cua du khach tren
dia ban tinh Bac Lieu bao gdm 07 nhan
to': Cd sd vat chat ha tang phue vu du lich;
Chat Iffdng phue vu trong qua tnnh ddn
tiep, hffdng dan cua hffdng dan vien du
lich, nhan vien phue vu (thai do, ngoai
hinh, ky nang); An ninh trat tif va an toan;
Chat Iffdng dich vu an udng, mua sam va
giai tri; Tinh ddc dao va hap dan cua ndi
dung tham quan; Gia ca cac loai dich vu;
va Tai nguyen thien nhien (Hinh)
PhUOngphdp nghien cdu
Nghien cffu chinh thffc dffdc thffc
hien bang phffdng phap dinh Iffdng vdi
ky thuat thu thap dff lieu la phdng van
qua bang cau hdi (thang do chinh thffc)
Do khach du lich thffdng tap trung tai
cac diem du lich sinh thai, nen trong bai
viet nay se suf dung phffdng phap chon
mau thuan tien de tien hanh phdng van
174 khach du lich de'n tham quan du lich
sinh thai tren dia ban tinh Bac Lieu, nhff:
Vffdn chim Bac Lieu, Vffdn nhan, Khu
Du lich sinh thai Bien Nha Mat Trong
so' cac bang hdi thu ve, cd 10 bang hdi
hi loai bd vi dap vien khdng tra ldi day
du thdng tin Thdi gian thffc hien nghien
cffu: Tff thang 04-06/2018
BANG 1: KET QUA TONG HCJP L A N KIEM DINH CUOI CUNG CAC N H A N TO
Cd sd vat chat lia tang Chat luting phiic vii
An ninh trat tu" va an toan Chaft lii'cJng dich vu Tinh doc dao va hap dan Gia ca cac loai dich vu Tai nguyen thien nhien Slf hai long
Sd'quan sat ban diu
5
3
4
3
3
5
3
3
Sd'quan sat con lai
4
3
4
2
3
4
3
3
msd
Cronbach's Alpha
0,934 0,864 0,906 0,710 0,901 0,923 0,927 0,839
Bi€'n b| loai
CSHT2
-CLDV3 -GIACA2
BANG 2: KET QUA KIEM DINH KMO VA BARLETT'S
Do ludng do xdc thUc ciia dU lieu trong mdu nghien cvCu (KMO)
Kiem djnh Bartlett's
Gia tri Chi binh phifdng (Chi-Square) Bac tu- do (df)
Mu'c y nghia (Sig.)
0,734 3154,594
253 0,000 Ngudn: Ket qua xijf ly so iieu khao sat, 2018
HINH: DE X U A T M 6 HINH NGHIEN CCfU
C a sa vat cliSt h? ling (CSHT) Chat lugng phue vu (CLPV)
An ninh trat tir va an toan (ANTT) Chat lucfng dich vu Sn uong, mua
sam \k giai tri (CLDV)
Tinh dgc d^o va hap din cua nOi dung tham quan (DDHD) Gia ca cac loai dich vy (GIACA) Tai nguyen thien nhien (TNTN)
HAI L O N G
C U A D U
K H A C H
Nguon: De xuat cua nhom tac gia
KET QUA NGHIEN CLfU
Kiem dinh thang do
Ke't qua phan tich he so' tin cay Cronbach's Alpha cac thang do trong md hinh nghien cffu (Bang 1) cho tha'y, cd 3 bie'n quan sat, gom: CSHT2, CLDV3 va GIACA2 cd he so' tffdng quan, vdi bie'n tong nhd hdn 0,3 (he so tffdng quan bie'n td'ng cua bie'n quan sat CSHT2, CLDV3 va GIACA2 lan Iffdt la 0,188; 0,282
va 0,246) Do dd, tac gia loai bd 3 bie'n quan sat nay trffdc khi dffa vao phan tich EFA
Phdn tich EFA
Ke't qua phan tich EFA cae thang do anh hffdng de'n sff hai long cua du khach (Bang 2) cho thay, cac bie'n quan sat cd tffdng quan vdi nhau tren tdng the He so' KMO kha cao 0,734 (0,734 > 0,5) va Sig = 0,000 <
0,05 Ke't qua nay chffng td dff Ueu phu hdp de tac gia tie'n hanh phan tich EFA
Qua phan tich EFA (Bang 3), cac thang do anh hffdng de'n sff hai long eua du khach cho tha'y, cac nhan to'mdi nay cd gia tri Eigenvalue =1,212 thda man dieu kien Kaiser ldn hdn 1, phffdng sai trich la 82,742% >
50%, dam bao hinh thanh nhan to' mdi Md hinh cud'i cung dffdc hinh thanh tff ke't qua phan tich nhan to' bao
Trang 3BANG 3: KET QUA PHAN TICH NHAN TO KHAM PHA
CSHT5
CSHTl
CSHT4
CSHT3
GIACAl
GIACA3
GIACA4
GIACA5
ANTT3
ANTT2
ANTTl
ANTT4
TNTNl
TNTN3
TNTN2
DDHD3
DDHDl
DDHD2
CLPVl
CLPV2
CLPV3
CLDVl
CLDV2
Comnonent
1
0,907
0,899
0,853
0,830
2
0,897 0,877 0,869 0,852
3
0,919 0,911 0,804 0,795
4
0,910 0,900 0,880
5
0,894 0,883 0,864
6
0,896 0,865 0,848
7
0,865 0,803
Ngu6n: Ket qua xii ly sd lieu khao sat, 2018
gom 7 nhan to, vdi 23 bie'n Ta't ca cac khai niem deu
dat do tin cay ve gia tri
Ke't qua Idem dinh KMO thang do sif hai long cua du
khach cho tha'y, KMO = 0,727, dieu dd'chffng td dff Ueu
thich hdp de thifc hien phan tich EFA Kiem dinh Barlett
xem xet gia thie't Ho: do tffdng quan giffa cac bie'n quan
sat bang 0 trong tong the Ke't qua kiem dinh cho tha'y,
cac bie'n sd' trong md hinh nghien cffu sff hai long cua du
khach cd tffdng quan vdi nhau vdi mffe y nghia thd'ng ke
Sig = 0,000 < 0,05 Ke't qua phan tich EFA cua thang do
sff hai ldng cua du khach cho tha'y, tong phffdng sai trich
bang 75,689% (>50%), cd nghia la 75,689% bie'n thien
cua dff Ueu dffdc giai thich bdi 1 nhan td' Qua dd, ke't qua
phan tich tren deu rat phu hdp
Nhff vay, qua cae kiem dinh chat Iffdng thang do va
phan tieh nhan to' cho tha'y, cd 7 nhan td' tac ddng de'n
sff hai ldng cua du khach dd'i vdi chat Iffdng du lich sinh
thai tren dia ban tinh Bac Lieu, vdi 23 bie'n quan sat va
mot nhan to'phu thudc vdi 3 bie'n quan sat dai dien cho
sff hai ldng ciia du khach
Ket qud phdn tich hoi quy
Trong nghien cffu nay, tac gia tien hanh sff dung
phffdng phap hoi quy tuye'n tinh bdi giffa 7 nhan to thu
dffdc tff phan tich EFA d tren, bao gom: CSHT, CLPV
ANTT, CLDV, DDHD, GIACA, TNTN
Ke't qua phan tich md hinh hoi quy cho tha'y, trong
7 bie'n dffa vao phan tich, thi cd 6 bie'n (CSHT CLPV
ANTT, CLDV, GIACA, TNTN) cd gia tri Sig nhd hdii
0,05, tffc la cd y nghia thd'ng ke, rieng bie'n DDHD cd gia
tri Sig = 0,067 >0,05, nen loai khdi md hinh, vi khdng
cd y nghia thd'ng ke He so' VIF ciia tffng nhan to' deu
nhd hdn 2 cho tha'y, cac bie'n doc lap nay khdng cd quan
he chat che vdi nhau, nen khdng cd hien tffdng da cong
tuye'n xay ra
Sau khi loai bie'n DDHD khdi md hinh, tac gia tie'n hanh phan tich lan 2 hoi quy ciia md hinh nghien cffu vdi 6 bie'n dpc lap cdn lai, gom: CSHT, CLPV, ANTT, CLDV, GIACA, TNTN Ke't qua phan tich hoi quy lan 2 cua md hinh nghien ciJu chi ra 6 nhan to' cua chat Iffdng dich vu du lich sinh thai tai Bae Lieu tac ddng den Slf hai long ciia du khach, do la: (1) Cdsd vat chat ha tang; (2) Gia ca cac loai dich vu; (3) An ninh trat tff va an toan; (4) Tai nguyen thien nhien; (5) Chat Iffdng phue
vu cua hffdng dan vien du lich va nhan vien phue vu; (6) Chat Iffdng dich vu an ud'ng, mua sam va giai tri
Nhan to' Doc dao hap din cd gia tri Sig = 0,067 > 0,05, nen loai khdi mo hinh vi khdng cd y nghia thd'ng ke Dieu nay chffng td rang, nhan to' nay khong anh hffdng de'n sff hai long cua du khach dd'i vdi chat Iffdng dich vu du lich sinh thai tai Bac Lieu Chinh vi the, md hinh sau khi phan tich hoi quy tuye'n tinh boi dffdc dieu chinh
SHL = 0,340.CSHT + 0,198.CLPV + 0,316.ANTT + 0,172.CLDV + 0,224 GIACA + 0,210.TNTN
KET LUAN VA KHUYEN NGH!
Kd't lu|in
Ke't qua phan tich hoi quy tuyen tinh
da bie'n cho tha'y, nhan to' Ddc dao hap dan cua ndi dung tham quan bi loai bo
do khdng cd y nghia thd'ng ke, cdn lai co
6 nhan to' ed anh hffdng tich cffc thuan chieu de'n sff hai long cua khach du lich, bao gom: Cd sd vat chat ha tang; Gia ca cac loai dich vu; An ninh trat tif va an toan; Tai nguyen thien nhien; Chat Iffdng phue vu cua hffdng dan vien du lich va nhan vien phue vu; Chat Iffdng dich vu
an ud'ng, mua sam va giai tri Trong do, nhan to' Cd sd vat chat ha tang tac dong de'n Slf hai long cua khach du Uch manh nha't (He sd'Beta chuan hda la 0,34) Ke't qua phan tich md'i quan he giiia cac nhan to' cau thanh chat Iffdng dich vu
du lich sinh thai vdi sif hai long cua du khach la cd sd cho cac nha quan ly du lich tai Bac Lieu can tie'p tuc chu trong vac cac nhan to' cau thanh chat Iffdng dich vu
Khuye'n nghi
Thd nhdt, gidi phdp vi nhdn to Cd sd vdt chd't hq tdng
Bac Lieu can lffu y tie'p tuc ciing co long tin cua khach du lich bang each ngay cang nang cao ve chat Iffdng Cd sd vat
Trang 4chat ha tang, nhff: can tang cffdng cac tru phu hdp, rd rang Tranh de xay ra hien tffdng cheo
bien bao thdng bao eac dia diem du lich; keo, tff y nang gia dat do, gay anh hffdng khdng nhd
cd diem hffdng dan cu the eac dia diem de'n sff hai long ciia du khach khi tham quan va nghi
du lieh, danh sach cac khach san; can cd dffdng tai day De lam dffdc dieu nay, can cd sff cam
sff chuan bi trong cdng tac tie'p ddn, quan ke't thffe hien giffa chinh quyen dia phffdng va ngffdi
ly tot hdn cae cd sd lffu trii, nang cao ve dan, cung nhff cac nha cung cap dich vu du lich sinh
so' Iffdng va chat Iffdng nha hang, khach thai tai Bac Lieu
san, gia ca phu hdp; thffdng xuyen cai Thd tu, gidi phdp vi nhdn to Tdi nguyen thien nhien
thien, duy tu va nang cap he thd'ng dien, De nang cao hdn nffa sff hai long cua du khach ve
nffdc, he thd'ng ke't nd'i thdng tin lien lac; nhan to'tai nguyen thien nhien ciia dich vu du lich sinh
dam bao cho eac phffdng tien van chuyen thai, Bac Lieu can phai nang cao hdn nffa chat Iffdng
dffdc an toan, thuan tien va da dang nguon tai nguyen thien nhien la: bao ve, giff gin va
Thd hai, gidi phdp vi nhdn to An ninh phat trien cac loai ddng vat quy hiem trong cac vffdn
trat tvt vd an todn chim; xay difng va phat trien nguon tai nguyen thien
Bac Lieu can ehu y de'n viec dap ffng nhien ngay cang phong phu, da dang tao nen mot canh
cac nhu cau cua du khach ve an ninh trat quan du lich sinh thai dep, thu hiit khach du lieh
tff va an toan, nhff: Dam bao an ninh dia Thd ndm, gidi phdp vi nhdn to Chd't lugng phue vu
phffdng; Phffdng tien van ehuyen an toan; cda hudng ddn vien du lich vd nhdn vien phue vu
Xay dffng mdi trffdng tff nhien sach dep Bac Lieu can dac biet quan tam de'n cdng tac dao
va thffc pham dffdc kiem dinh rd rang; tao, dao tao lai, boi dffdng dpi ngii can bo, nhan vien va
Dam bao ve sinh an toan thifc pham De xac dinh dd la nhiem vu thffdng xuyen Tap trung dau
lam dffdc dieu nay, can cd sff cam ke't tff, tang cffdng nang life cac cd sd dao tao nguon nhan
thifc hien giffa chinh quyen dia phffdng life nganh du lich; huy ddng nang life day nghe, dac biet
va ngffdi dan cung nhff cac nha cung cap la doanh nghiep trong nganh, hinh thanh mang Iffdi dao
dich vu du lieh sinh thai tai Bac Lieu tao nhieu cap do de tang nhanh quy md dao tao
trong van de an ninh trat tif dia phffdng, Thd sdu, gidi phdp vi nhdn td Chd't lugng dich vu dn
giff gin ve sinh mdi trffdng, cung nhff dam ud'ng, mua sam vd gidi tri Mac du ke't qua cua nghien
bao ve ve sinh an toan thifc pham cffu nay cho tha'y, eac nhan td' trong md hinh cd the giai
Thdt ba, gidi phdp vi nhdn td Gid cd thich de'n 80,2% sff hai ldng cua du khach dd'i vdi chat
cdc loqi dich vu lffdng dich vu du lich sinh thai tren dia ban tinh Bac
Bac Lieu can xay difng va cd sff quan Lieu, nghien cffu nay van cdn nhffng ban che nha't dinh
ly chat che gia ca cac loai dich vu khi du Do vay, can nhieu hdn nffa nhffng nghien ctJu sau va
khach de'n tham quan du lich sinh thai tai rdng hdn lien quan de'n sff hai long cua du khach dd'i
day, dam bao gia cac dich vu vui chdi vdi chat Iffdng dich vu du lich sinh thai tren dia ban tinh
giai tri, gia ve tham quan, gia dich vu lffu Bac Lieu de hoan thien hdn nghien cffu ITnh vifc nay.Q
T A I L I E U THAM KHAQ
1 Dinh Phi Ho (2012) Phuang phdp nghien cdu dinh lugng & Nhieng nghien cdu thuc tien trong
kinh tePhdt trien - Ndng nghiep, Nxb Phffdng Ddng
2 Pham Trung Lffdng (2002) Du lich sinh thdi, Nhiing van di vi ly ludn vd thvtc tien phdt trien
d Viet Nam, Nxb Giao due
3 Tran Van Thdng (2006) Tong quan du lich, Nxb Dai hoc Qud'c gia TP Ho Chi Minh
4 Hoang Trong va Chu Nguyin Mdng Ngoc (2008) Phdn tich da lieu nghien cdu vdi SPSS, Tap
2, Nxb Hong Dffc
5 Lffu Thanh Dffc Hai (2014) Phan tich cac nhan to' anh hffdng de'n sff hai ldng ciia du khach
ve chat Iffdng dich vu du lich d Tien Giang, Tqp chi Khoa hgc Trudng Dqi hgc Can Tha, (33), 29-37
6 Le Thi Tuyet va cdng sff (2014) Nghien cffu sff hai ldng ciia khach du lich noi dia ve chat
Iffdng dich vu tai Lang cd' Dffdng Lam, Tqp chi Khoa hgc vd Phdt trien, 12(4), 620-634
7 Pham Thi Mai Yen va Pham Thi Minh Khuyen (2017) Sff hai long vdi san pham du lich tai
Khu du lich Ho Nui Cd'e, Tqp chi Kinh te & Phdt trien, 246, 90-100
8 Parasuraman A., Valarie Zeithaml & Leonard Berry (1988) SERVQUAL: AMultiple-Item
case for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64(1), 12-40
9 Zeithaml, Valarie (1987) Defining and Relating Price, Perceived Quality and Perceived
Value, No 89-101, Cambridge, MA: Marketing Science Institute
10 Zeithaml, V A., & Bitner, M J (2000) Services Marketing: Integrating Customer Focus
Across the Firm, Irwin/McGraw-Hill, Boston
Economy and Forecast Review O O