Nhan to anh hirdng den hanh vi lula chon diem den du lich • • • cua sinh vien tren dja ban TP Da Ning v o THI THANH THCfOMG' N G G Y I M THj THAO" T o m tat Nghien edu nhdm lim nhihig nhdn tdtdc ddng tdi sU lUa chgn diem den du lieh cQa sinh vien trin dia bdn TP Dd Ndng Mdu dugc thu thap td 227 sinh vien dang theo hgc tgi cde trudng dgi hgc tren dia bdn Thdnh phd Ket qud nghien cdu cho thdy, cd nhdn tdanh hudng de'n hdnh vi lua chgn diem de'n du lich cua sinh vien tren dia bdn TP Dd Ndng vdi mdc dnh hudng tit eao den thdp lan lugt la: Chi phi; Khi hau; Qudng cdo; Cd nhdn T\t khda: hdnh vi, lua chgn diem di'n, du lich Summary This article aims to find out determinants of Da Nang-based student's travel destination choice Samples were collectedfrom 227 students at local universities The results point out five factors, in decreasing order of influence, which are Cost; Climate; Advertising; Personalization Keywords: behavior, choice, destination, tourism Giai THIEU Trong nhffng nam gan ddy, du Hch Viet Nam khdng ngffng tang trffdng, dd cd du lich Da Nang Dd' ed the' canh tranh vd ton tai Hnh vffe nay, cde doanh nghiep du lich khdng ehi ngdy cang gia tang cha't Iffdng vd sd Iffdng dich vu cung ca'p, ma cdn phai ddc bidt chu trpng cham sdc khach hang (ngffdi tham gia du lich) Mot nhffng ddi tffdng tiem nang cho cde cdng ty tham gia ngdnh du lich dd chinh la sinh vidn cdc trffdng dai hoc Thanh phd' Tuy nhien, vdi dd'i tffdng nay, vide di du lieh cdn phu thudc vao nhieu nhdn to' de cd the quyd't dinh viec "xach balo Idn va di" Do vay, nhdm tdc gia tien hanh nghidn cffu cdc nhdn td' tac ddng den hdnh vi Iffa chon die'm den du lich ciia sinh vidn trdn dia ban TP Da Ndng C a s d LY THUYET VA PHU'ONG PHAP NGHIEN CU'U Cd soT ly thuyd't Nghien culi cua Neethiahnanthan Ari Ragavan vd cdc cdng sff (2014) cho tha'y, cd nhan to' cua thudc tinh du lich diem de'n giai thich sff hai long cua du khach, gdm: Sff ha'p d§n di^m dd'n; Khi hdu; Hinh dnh; Hang hda; Sff tien ldi; Vdn hda; Con ngffdi; va Gid ca Trong dd, chi cd Khi hdu vd Van hda la nhan td'anh hffdng dang ke de'n sff hdi long ciia du khdch Javid Seyidov va cdng sff (2016) dd nghien cffu cdc nhdn td' anh hffdng de'n quyd't dinh Iffa chon die'm de'n, trffdng hdp ciia Azerbaijan Nghidn cffu da phdn tich nhdm nhdn td' anh hffdng de'n quye't dinh lu'a chon die'm de'n Azerbaijan: Nhdm 1: Nhan td'Tien ich ndi de'n vd Mdi trffdng; Nhdm 2: Nhdn to' sff hd'p dan cua diem de'n va Dac did'm ed nhan; Nhdm 3: Nhdn td'Cd sd vdt chd't tang du lich eiia diem de'n Ca nhdm nhan to' anh hffdng mdt cdch trffc tid'p den quye't dinh Iffa chpn Azerbaijan lam di^m dd'n du hch Tuy nhien, nghien cffu mdi ehi tap trung vdo nhffng nhan td' xet trdn phffdng dien chu quan cua did'm de'n la Azerbaijan, ndn cac nhan td'dffdc xet de'n chffa da dang Nghidn cffu ciia Ddng Quang Tuyen (2012) cho tha'y, cac nhdn td': Dong cd thiic day; Ldi ich; Nhdm tham khao; Thdng tin; Cdng vide ehi phd'i xu hffdng Iffa chon ciia khach du lich hp quye't dinh du Hch Bai nghidn cffu rd't rd rdng ve sff phan tich sd' lieu vd dffa mffc dp tdc ddng ciia tffng nhdn tddd'n sff Iffa chpn ciia khdch du lich vdi did'm dd'n, nhien chi gidi ban dffng lai d pham vi nghien cffu hep Id mdt ddn vi kinh doanh cu the Thdng qua cdc nghien cffu ly thuyd't d tren, nhdm tdc gia da xdy dffng md hinh nghidn cuti nhff Hinh 'ThS., "ThS., Tri/cfng Dai hoc Duy Tan Ngdy nhan bdi: 12/02/2020; Ngdy phdn bien: 10/03/2020; Ngdy duyet ddng: 17/03/2020 59 HINH; MO HINH NGHIEN CdU DE XUAT BANG 1: KET QGA PHAN TICH DQ TIN CAY CROBACH'S ALPHA LAN CUOI BieD Trung binh Ptiiftmg sai Alpha Tififng quan quan tliang ttiang ng^u lo^i bien tgng sat n€^u loai bi€'n Cro nbacti's Alptia = 647 MXHI 14.57 202 345 629 14 42 MXH2 504 545 6219 MXH3 14.22 551 453 572 MXH4 14 07 6.862 366 610 MXH5 14.12 693 357 615 Cro bach's Alpha - 0.722 OCI 692 12.57 149 438 0C2 13.IS 8.364 536 654 8.067 538 651 0C3 13.05 8.832 485 674 0C4 12.87 OC5 12 81 443 420 703 Cror bach's Aloha ^ 0.830 KHI 11.66 7,253 ,664 782 KH2 11.76 7.076 639 793 KH3 11.84 6.960 -667 780 KH4 11 79 6.899 658 784 Cror bach's AlDha = 0.738 HDI 15.29 117 498 694 HD2 15.09 9,093 511 689 HD3 15 45 8.461 455 719 8.526 HD4 14 93 626 645 HD5 14 85 907 439 715 CroE bach's Aloha = 0.745 9-108 457 720 CNl 14.05 532 691 CN2 14 26 8,607 CN3 14 30 8.982 551 -686 138 588 CN4 14 34 -669 CN5 734 422 730 14,03 bach's Alpha - 0.757 CPl 11.56 5,247 632 656 CP7 11.55 373 637 ,655 CP3 11-57 060 463 749 CP5 11.47 5.914 494 733 LCI LC2 LC3 LC4 Tror 11 56 11 70 11 7R 11 57 6.336 5.459 5.633 6,220 493 648 593 511 740 656 687 731 Tif mo hinh nhom tac gia difa gia thuyet nghiSn ctiu nhir sau: Gid thuyet HI: Chi phi co anh hudng ngirdc chieu den hanh vi lua chon diem den du lich cua sinh vidn tren dia ban TP Da N5ng 60 Gia thuyet H2: Ca nhan co anh hildng cung chieu den hanh vi Wa chon ndi mua sam tai sieu thi ciia ngudi tieu dimg tren , dia ban TP Da Nfng Gia thiet H3: Quang cao cd anh hu-Ong cimg chieu den hanh vi Wa chon ndi mua sam tai sieu thi cua ngu'di tieu diing tren dia ban TP Da Nang Gii thuyit H4: Khi hau cd anh hu'dng cimg chieu den hanh vi Wa chon ndi miia sam tai sieu thi cua ngUdi neu ding tren dia ban TP Da Nang Gia thuyet HS: Ban dong hanh c6 anh hudng Cling chieu de'n hanh vi lira chpn noi mua sam tai si4u thi ciia ngUdi tiSu dimg tt-en dia biin TP Dii Nilng Gia thuyi't H6: Mang xa h6i cd anh hu'dng cimg chieu de'n hrinh vi lira chon ndi mua sam tai sieu thi cua ngirSi tieu ding u-6n dia ban TP Da Nang Gia thuyet H7- SU ha'p dSn co anh hudng cimg chieu den hanh vi lira chon ndi mua sam tai siSu thi ciia ngUdi tieu diing tt-en dia ban TP Da Nang Phirrfng phap nghiSn cu'u Nhdm tac gia sil dung nghien cilu dmh tinh va dinh Wdng Bang can hoi khao sat dUdc giii de'n cac sinh vien dang theo hoc tai c^c trUdng dai hpc tr6n dia ban TP Di Ning Sd'phie'u phat ra; 250 phie'u; so phie'u thu ve; 230 phie'u; s6' phie'u hdp le: 227 phie'u Thdi gian thUc Men khao sat ttt thang 05-07/2019 (Bai vii't sUt dung cdch vie't so thdp phdn theo chudn quoc te) Cac bien quan sat ciia nhii'ng thang Chi phi (CP) gom bie'n quan sat; Ca nhan (CN) gom bien quan sat; Quang cao (QC) gom bie'n quan sat; Mang xa hdi (MXH) gom bie'n quan sat; Ban dong hanh (DH) gom bid'n quan sat; Khi hau (KH) gom bie'n quan s;it; Sir ha'p din (HD) gom bie'n quan sat; Hanh vi lUa chpn (LC) gom bien quan sat Cac thang s i dung Likert bac (die'm 1: Hoan Joan khong dong y; die'm 5: Hoan toan ddng y) KET QUA NGHIEN CLfU Kiem dinh Crobach's Alpha Sau kiem dinh Cronbach's Alpha to4n bo nhan to'Dong hanh (DH) bi loai' vi cd tuong quan bie'n tdng nho hOn O.'e' nhan to Chi phi (CP) c6 bie'n quan sat CP4 cung bi loai, vi khong thoa man dieu kien bie'n quan sat can phai dUdc loai bo trudc dUa vao phan tich nhan tdkham phd (EFA) Sau Idii thffc hidn phan tich Cronbach's Alpha lan cud'i, ke't qua cho thd'y, cac hd sd' Cronbach's Alpha bie'n tong deu the hien tin cdy cao (Bang 1) PhSn tich EFA Kd't qua phan tich EFA lan cud'i dd'i vdi 16 bid'n quan sat cd gid tri Eigenvalues deu Idn hOn vd t6ng phffdng sai trich dffdc la 60.761% > 50%, nen cac chi tidu phdn tich dat yeu cau vd kd't qua phdn tich nhdn to' cd y nghia Tong phffdng sai trich cho bid't nhom nhdn to' dffOc hinh giai thich dffdc 60.761% bie'n thien cua cdc bie'n quan sdt Dieu cho tha'y, md hinh EFA la phii hdp Ke't qua phdn tich EFA lan cudi (Bdng 2) cho thd'y, cd nhdn to'dffdc trich tff 16 bie'n quan sdt ddnh gid sff cam nhan ve cac nhdn td' anh hffdng de'n hdnh vi Iffa chon die'm de'n du lich cua sinh vien tren dia ban TP Da Nang Cdc nhdm nhdn td' dffdc gdp lai nhff sau: - Nhom nhdn td' Fl vdn giff ten nhff md hinh nghien cffu de nghi la "Chi phi", gom bid'n quan sdt cd he sd' tai nhan td' tff 0.678 den 0.756 - Nhdm nhdn td'F2 v^n giff ten nhff md hinh nghien cffu de nghi la "Ca nhan", gom bie'n quan sdt cd hd so' tai nhan to' tffO.704 den 0.855 - Nhom nhdn to' F3 vin giff ten nhff md hinh nghien cffu de nghi la "Quang cdo", gom bie'n quan sat cd he so' tai nhan to' tff 0.630 de'n 0.732 - Nhdm nhdn td' F4 vdn giff tdn nhff md hinh nghien cffu de nghi la "Khi hdu", gom bid'n quan sat co he sd' tdi nhdn to tff 0.716 de'n 0.769 Kidm dinh sff phu hdp cua md hinh bdng hoi quy boi Sau tie'n hdnh phdn tich hoi quy nhan td'co quan he tuyd'n tinh vd cung chieu vdi bie'n phu thugc vdi Sig = 0.00 deu nho hdn 0.05 He sd' xac dinh hidu chinh R- hieu chinh la 0.456 Dieu ndy cho thd'y, md'i quan he giffa bie'n ddc lap vdi bie'n phu thudc co y nghTa, cu the' Id cac bie'n ddc lap md hinh hoi quy gdp phan gidi thich 45.6% sff khac biet cua quye't dinh chon dia diem du lich (Bdng 3) Nhff vay, cac kd't qua cua dff lieu thu thdp dffdc giai thich cd ban dat ydu cau cho md bmh Hien tffdng da cong tuye'n giffa cdc bid'n ddc Idp cd anh hffdng khdng ddng ke, vi cha'p nhan Tolerance Idn va gia tri Idn va he so' phong dai phffdng sai (VIF) deu nho hdn BAMG 2: KET QUA PHAfH TICH NHAfH TO KHAM PHA EFA LAN CUOI I KHI KH2 KH3 KH4 QC3 QC2 QC4 QC) QC5 CP2 CP5 CPl CP3 CN4 CN3 CN5 Rotated Component Matrix" Component 769 742 718 716 732 719 ,676 642 630 756 709 690 678 855 750 704 BAtiG • KET QUA PHAN TICH HOI QGY Model R 682' R Square Adjusted R Square 465 Std Error of the Estimate ,57561 456 •d Pmdiciors: (Constant), CN, CP, QC, KH Model Unstandardized Standardized Coefficients Coefficients B Std Error 280 (Constant) 224 055 KH 250 ,055 206 QC 061 377 CP 050 CN 160 b Depcndeni Variable LC Beta 276 187 368 164 ' Sig 798 576 720 6.202 ISI 425 000 000 000 002 Collinearity Statistics Tolerance VIF 661 957 683 ,905 513 045 1.464 1.105 BANG : PHAN TICH ANOVA Sig , ^ Bi^'n phu thu^c Yeutf( Sig (M8i quan he vdi bi&'n tong) 388 Gi6i tinh 710 Su Iifa chon dia 005 Tri/tJn° :'?n diemdu lich 003 OH Nam Md'i quan h# Khong tac dont; Co tac dona Khona tac dons Tff kd't qua phdn tich ANOVA {Bang 4), cd the dffa kd't ludn rdng, nhdn to' "Trffdng" sinh vien dang theo hpc chinh la bid'n gian tid'p cd tac ddng de'n vide Iffa dia die'm du lich cua sinh vidn tren dia ban TP Da Nang Chinh vi the', dffa cac phffdng an thu hiit smh vien di du lich can quan sdt, Iffa chon nhffng phffcfng dn phu hdp vdi sinh vidn tffng trffdng trdn dia bdn TP Dd Ndng Tff nhffng phdn tich tren, ta cd dffdc phffdng trinh md ta sff bid'n ddng cua cdc nhan to' dnh hffdng dd'n sff Iffa chon dia diem du lich cua sinh vidn tren dia ban fp Da Ndng, nhff sau: LC = 0.276KH + 0.I87QC - 0.368CP + 0.I64CN 61 KET LUAN VA KIEN NGHj GIAI PHAP Kd't qua nghien cti^i cho thd'y, cd nhdn td' anh hffdng de'n hanh vi Iffa chpn diem de'n du lich cua sinh vien tren dia ban TP Da Nang vdi mffc anh hffdng tff cao de'n thd'p lan Iffdt la: Chi phi; Khi hdu; Quang cao; Ca nhdn Trong do, nhdn td' Chi phi anh hffdng nhieu nhd't vdi he sd'la 0.368; Tid'p de'n Id nhdn td'Khi hdu vdi he sd'ld 0.276, nhdn td'Quang cao vdi he so'Id 0.187; Cud'i cung la nhdn td'Cd nhdn vdi he so'la 0.164, day la nhdn to'it anh hffdng nhd't dd'n hanh vi Iffa chon diem de'n du hch cua sinh vien Thdng qua ke't qua nghien cihi, nhdm tdc gia de xua't mdt sd'kie'n nghi nhff sau: Mot la, ve chi phi, theo khao sat phan Idn sinh vien se quan tdm dd'n chi phi dau tien de ddn tdi quye't dmh cd di du lich hay khong Mot dia diem du hch co nhffng chinh sach ffu dai dd'i vdi sinh vidn se tang them Iffdng khdch du lich la gidi tre mdi nam Chinh vi vay, cac doanh nghidp kinh doanh ITnh vffe dich vu du lich can Iffu y ve chinh sdch gid do'i vdi dd'i tffdng du lich la sinh vien Ngoai nhffng goi du lich gid re cho sinh vidn nhff hidn nay, hay gia nha nghi, homestay gia re cac doanh nghiep can xdy dffng nhffng chid'n Iffdc mdi de' thu hut khdch Hai la, xay dffng cdc chffdng trinh, boat ddng vui chdi giai tri phu hdp vdi tinh hinh hdu tai dia phffdng Kd't hdp cdc tour du hch vdi nhffng boat ddng mang tinh chd't trai nghiem thffc te' se tid't kidm chi phi va tang sff ha'p d§n Ben canh do, phan Idn sd' smh vien dffdc khdo sat rd't quan tdm de'n mdi trffdng tai cac diem de'n du lich, mdt dia diem du lich vdn minh, sach dep va cd bau khdng lanh se thu hut dffdc Iffdng khdch du lich rd't Idn Ba Id, quan tdm dau tff cho boat ddng marketing ndi chung vd quang cao ndi rieng Theo phan tich so' lieu, doi tffdng dffdc khao sdt rd't quan tdm dd'n nhffng quang cdo vd du hch ndi cdng cdng, ho se quyd't dinh di du lich quang cao hd'p ddn ho Chinh vi the', nd'u mud'n thu hut khach du lich la sinh vien, cdc doanh nghidp can phdi cd nhffng chid'n Iffdc quang cao hd'p ddn tai cdc dia die'm Cdc doanh nghidp co the tao nhffng poster hd'p ddn ve diem de'n du lich, lidn TAILIEUTHAMKHAO ke't vdi nhffng qudn ca phe hay tra sff ma gidi tre hay de'n bang hinh_thffc cac phie'u giam gid, voucher hap ddn de tiei kiem chi phi Bdn canh vdi sff pnat trien cua intemet thi chinh nhffng trang mang xa hdi cung la ndi quang cao cua cdc cdng ty Iff hanh Tuy nhien, de mang tinh chdn thffc thi chinh bdn than nhffng ngffdi ddn vien nen co sff trai nghiem tai chinh dia did'm, ma cdng ty minh dang bdn nhdm kid'm tra sff chan thffc va co s|/ trdi nghiem dang ke nham thu hut khach du lich hdn Bdn Id, ke't qua khao sat cho thay, mdt cd nhan mdt sinh vien hay mdt nhdm cdc sinh vien da len kd hoach cho chuye'n di du hch ciia minh, thi phan Idn sd'do se thii'c hien chuye'n di tffdng iai Nhffng ca nlian da trai nghiem di du lich hg se cd nhffng kinh nghiem can thie't cho chuye'n di tid'p theo, cd thd' Id'y vi du: ban la ngffdi thich du lich khdm phd vd ban dd thffc hien it nhdt mdt lan du lich trffdc thi kinh nghiem ban tich luy dffdc se la mot di^u kidn dd' ban cd the' Iffa chpn dia die'm tie'p theo dd' phu hdp vdi kinh nghidm vd trdi nghidm cua minh Bie't dffdc dieu nay, cac doanh nghiep can cd nhffng chid'n dich cu the' de' tdc ddng de'n cac sinh vidn, cac doanh nghiep cd the' thffc hien nhffng ddt phong vd'n trffc tie'p vdi nhffng ngffdi dd co kinh nghiem viec di du lich de' co nhffng kid'n thffc tich cffc cho nhffng dd'i tffdng da len kd' hoach du Ijch Ngodi ra, cac doanh nghidp can cd cac chffdng trinh hdn ke't ha'p dan khdc dd'i vdi sinh vien cua mdi trffdng Qua dd, tao di^u kien hdp tdc, tim kid'm nhdn lu'c, cQng nhff vffa raci rdng dffdc sff tid'p can de'n dd'i tffdng khach hdng tiem ndng ciia minb.G - Hoang Trpng, Chu Nguyin Mdng Ngpc (2005) Phdn dch ddlieu nghien edu vdi SPSS, Nxb Thdng kd Ddng Quang Tuydn (2012) Nghien ei2u cde nhdn tdanh hudng di'n sulua chon du lich tai Hui' cua khdch du lieh luu trii tai Ana Mandara Resort & Spa Hui', Khda ludn tdt nghiep, tru'dng Dai hpc Kinh td'Hue Javid Seyidov, Roma Adomaitiene (2016) Factors innuencing local tourists' decisionmaking on choosing a destination: a case of Azerbaijan, Ekanomika, 95(3), ISSN 2424-6166 Neethiahnanthan Ari Ragavan, Hema Subramonian, Saeed Pahlevan Sharif (2014) Tourists' perceptions of destination travel attributes: An application to International tourists lo Kuala Lumpur, Procedia - Social and Behavioral Sciences, 144, 403-411 62 ... "Trffdng" sinh vien dang theo hpc chinh la bid'n gian tid'p cd tac ddng de'n vide Iffa dia die'm du lich cua sinh vidn tren dia ban TP Da Nang Chinh vi the', dffa cac phffdng an thu hiit smh vien di du. .. nghidp kinh doanh ITnh vffe dich vu du lich can Iffu y ve chinh sdch gid do'i vdi dd'i tffdng du lich la sinh vien Ngoai nhffng goi du lich gid re cho sinh vidn nhff hidn nay, hay gia nha nghi,... ddn tdi quye't dmh cd di du lich hay khong Mot dia diem du hch co nhffng chinh sach ffu dai dd'i vdi sinh vidn se tang them Iffdng khdch du lich la gidi tre mdi nam Chinh vi vay, cac doanh nghidp