Nghiên cứu hành vi tiêu dùng du lịch của công chức địa phương quận thanh xuân hà nội

TRVONG DAI HOC KINH TE QUOC DAN daihocktqd tt thong tin th if vien PHONG LUAN AN • TO LIEU KHUAT THI PHVONG A » A » f NGHIEN CllU HANH VI TIEU DUNG DU LICH CUA CONG CHOC DIA PHUUNG QUAN THANH XUAN - HA NOI Chuyen nganh: QUAN TRI KINH DOANH DU LICH VA KHACH SAN LUAN VAN THAC SY QUAN TRI KINH DOANH Nguroi huong dAn khoa hoc: PGS.TS NGUYEN VAN MANH HA NOI - 2011 MUC LUC • • Danh iiiuc bang bieu, so' Tom tat luan van CHUONG MO DAU CHUONG CO SO LY LUAN VE HANH VI TIEU DUNG DU LICH 1.1 CO SO LY LUAN VE HANH VI TIEU DUNG 1.1.1 Khai quat ve hanh vi tieu dung 1.1.2 Cac nhan to anh hudng tdi hanh vi tieu dung 1.1.2.1 Cac yeu to van hoa 1.1.2.2 Cac yeu to xa hoi 11 1.1.2.3 Cac yeu to ca nhan 13 1.1.2.4 Cac yeu to tarn ly 15 1.1.3 Mo hinh tong quat ve hanh vi tieu dung 20 1.1.4 Cac loai hanh vi quyet dinh mua 21 1.1.5 Tien trinh quyet dinh mua 25 1.1.5.1 Nhan biet nhu cau 27 1.1.5.2 Tim kiem thong tin 28 1.1.5.3 Danh gia cac lua chon 31 1.1.5.4 Quyet dinh mua hang 34 1.1.5.5 Hanh vi sau mua 35 1.2 HANH VI MUA CUA NGU’Ol TIEU DUNG DU LICH 37 1.2.1 Khai quat ve hanh vi mua cua ngudi tieu dung du lich 37 1.2.2 Mo hinh hanh vi ngudi tieu dung du lich 37 1.2.2.1 Mo hinh hanh vi ngudi tieu dung du ljch cua Engle, Kollat va Blackwell (1968) 37 1.2.2.2 M6 hinh Schmoll 38 1.2.2.3 Mo hinh Mathieson va Wall: 41 1.2.2.4 Md hinh Moscardo et al 42 1.3 MO HINH NGHIEN CUU 43 CHUONG NGHIEN CUT HANH VI TIEU DUNG DU LICH CUA CONG CHU*C DIA PHLfONG TAI QUAN THANH XUAN 44 2.1 THIET KE NGHIEN CUU 44 2.1.1 Phuong phap nghien curu 44 2.1.2 Mau va thong tin mau 44 2.2 KET QUA NGHIEN CU‘U 44 2.2.1 Dae diem cua mau khao sat 44 2.2.2 Phan tfch nhom yeu to anh huong toi hanh vi tieu dung du lich cua cdng chuc dia phuong quan Thanh Xuan Ha Noi 47 2.2.2.1 Ket qua phan tich thong ke mo ta cac nhom yeu to anh huong toi hanh vi tieu dung du lich 47 2.2.2.2 Phan tich cac nhan to anh huong 51 2.2.3 Phan tich qua trinh quyet dinh mua san pham du lich 58 2.2.3.1 Nhan biet nhu cau 58 2.2.3.2 Tim kiem thong tin 70 2.2.3.3 Danh gia cac lua chon 76 2.2.3.4 Quyet dinh lira chon 78 2.2.3.5 Hanh vi sau mua 84 CHlTONG DE XUAT MOT SO GIAI PHAP MARKETING 91 3.1 TINH HINH PHAT TRIEN DU LICH NOI DIA GIAI DOAN 2010 - 2015 91 3.1.1 Phuong hirdng phat trien du lich noi dia giai doan 2010-2015 91 3.1.2 Ket qua hoat dong du lich noi dia nam 2010 92 3.2 CAC DE XUAT MARKETING GIUP CAC DIEM DEN THU HUT KHACH DU LICH LA CAN BO CONG CHUG 93 3.2.1 Xay chien lupc san pham phu hop 93 3.2.2 Xay dung cac chuong trinh xuc tien Marketing phu hop 95 3.2.2.1 Quang Cao 95 3.2.2.2 Khuyen mai 101 3.2.2.3 Quan he khach hang (Public Relation - PR) 102 3.2.3 Xay dung chien luge gia: 106 3.2.4 Xay dung va phat trien he thong kenh phan phoi 106 KET LUAN 107 TAI LIEU THAM KHAO 110 DANH MUC BANG BIEU,7 HINH VE • Danh muc bang Bang 2.1: Thong ke gidi tinh 45 Bang 2.2: Thong ke theo tudi 45 Bang 2.3: Thong ke trinh 45 Bang 2.4: Thong ke tinh trang hon nhan 46 Bang 2.5: Thong ke thu nhap ca nhan 46 Bang 2.6: Thong ke tong thu nhap gia dinh 47 Bang 2.7: Thong ke mo ta nhom yeu to moi trudng 48 Bang 2.8: Thong ke mo ta nhom yeu to ca nhan 49 Bang 2.9: Thong ke mo ta nhom yeu to tarn ly 50 Bang 2.10: Tac dong cua nhom thu nhap ho gia dinh tdi quyet dinh mua 52 Bang 2.11: Tac dong cua nhom tham khao 53 Bang 2.12: Tac dong cua nhom yeu td ca nhan 54 Bang 2.13: Tac dong cua nhom nhan td tarn ly 56 Bang 2.14: Khoang each thdi gian di du lich 59 Bang 2.15: Thdi diem di du lich 59 Bang 2.16: so lan di du lich theo tudi 60 Bang 2.17: So lan di du lich theo tinh trang hon nhan va tong thu nhap gia dinh 63 Bang 2.18: Thdi diem di du lich theo tudi 65 Bang 2.19: Thdi diem di du lich theo tinh trang hon nhan 67 Bang 2.20: Thdi diem di du lich theo tinh trang hon nhan va tudi 69 Bang 2.21: Tan suat lua chon cac kenh tim kiem thong tin 71 Bang 2.22: Kenh tim kiem thong tin theo gidi tinh 73 Bang 2.23: Kenh tim kiem thong tin theo tudi 74 Bang 2.24: Kenh tim kiem thong tin theo trinh 75 Bang 2.25: Kenh tim kiem thong tin theo tinh trang hon nhan 76 Bang 2.26: Bang danh gia cac tieu chi lira chon diem den 77 Bang 2.27: Bang tan suat lira chon diem den mong muon 79 Bang 2.28: Ket qua lira chon diem den phan theo tudi 81 Bang 2.29: Ket qua lira chon diem den phan theo tinh trang hon nhan 83 Bang 2.30: Hanh dong sau mua hang 85 Bang 2.31: Hanh dong sau mua theo gioi tinh .86 Bang 2.32: Hanh dong sau mua theo tuoi 87 Bang 2.33: Hanh dong sau mua theo trinh 88 Bang 2.34: Hanh dong sau mua theo tinh trang hon nhan 89 Danh muc bieu Bieu 2.1 Khoang each thdi gian di du lich 60 Bieu 2.2: Thai diem di du lich 64 Bieu 2.3: Tan suat lira chon cac diem den mong muon 80 Danh muc hinh Hinh 1.1 Thu bac cua nhu cau theo Maslow 16 Hinh 1.2 Mo hinh hanh vi cua ngudi mua (Philip Kotler, 2005) 20 Hinh 1.3 Mo hinh chi tiet cac yeu to anh hudng den hanh vi tieu dimg 21 Hinh 1.4 Cac kieu hanh vi mua hang 22 Hinh 1.5 Minh hoa tien trinh mua hang theo muc quan tarn 26 Hinh 1.6 Tap hop nhan hieu quyet dinh mua 30 Hinh 1.7 Cac budc giua viec danh gia phuang an va quyet dinh mua’ 35 Hinh 1.8 Md hinh hanh vi ngudi tieu dung du lich cua Engle, Kollat va Blackwell 38 Hinh 1.9 Mo hinh hanh vi ngudi mua cua Schmoll 40 Hinh 1.10 Mo hinh Mathieson va Wall 41 Hinh 1.11 Mo hinh Moscardo et al 42 Flinh 1.12 Mo hinh nghien cuu 43 r~ Il TRUING DAI HOC KINH TE QUOC DAN KHUAT THI PHUONG A f M A •» ? NGHIEN CUU HANH VI TIEU DUNG DU LICH CUA CONG CHU1C D|A PHUUNG QUAN THANH XUAN - HA NOI ■ Chuyen nganh: QUAN TRI KINH DOANH DU LICH VA KHACH SAN TOM TAT LUAN VAN THAC SY • • HA NOI - 2011 TOM TAT LUA • N VAN nudc ta, nhd thuc hien dudng loi doi mdi ve kinh te, nhung nam gan day, nganh du lich Viet Nam da khdi sac va cang co tac dong tich cuc den doi song kinh te xa hoi cua dat nudc, Sd doanh nghiep du lich tang dac biet la he thong co sd luu tru du lich vdi su gop mat cua nhieu phan kinh te da phat huy duoc hieu qua tich cuc gop phan vao su phat trien chung cua nganh du lich Tu cho chi don khoang 250.000 luot khach quoc te vao nam 1990, den nam 2009, ca nudc don 3,8 trieu lucrt khach quoc te, 25 trieu hurt khach noi dia vcd thu nhap t£r du lich dat khoang 70 nghin ty dong, thu hut khoang 8,8 ty USD, chiem 41% tong so von dang ky FDI vao Viet Nam Hien du lich dong gop khoang 5% GDP cua quoc gia Tu nam 1991 den nam 2009, lao dong truc tiep linh vuc du lich tang gan 20 lan, tu 21.000 ngudi len 370.000 ngudi va lao dong gian tiep khoang tren 700.000 ngudi Cung vdi su phat trien du lich quoc te, du lich noi dia cung phat trien manh me thdi gian qua Cac cong ty du lich nudc da chu y khai thac thi trudng khach noi dia vdi tiem nang thi trudng rat ldn De khai thac hieu qua thi trudng noi dia, cac doanh nghiep can phai xay dung nhung chien luoc Marketing hieu qua dua tren co sd nghien cuu cac hanh vi tieu dung du lich, cac nhan to anh hudng tdi nhom hanh vi Cac yeu to chinh anh hudng tdi hanh vi tieu dung du lich co tam quan -trong dac biet doi vdi cac doanh nghiep kinh doanh du lich Viec phan tich cac yeu to se giup cho doanh nghiep de dang xay dung, dinh vi thuong hieu cua minh tren thi trudng Dong thdi gop phan giup cac nha quan tri Marketing co them co sd de xay dung, dinh vi va quang ba cac thuong hieu cua minh tren thi trudng Chinh vi nhung ly tren, tac gia lua chon de tai: “Nghien cuu hanh vi tieu dung du lich cua cong chuc dia phuung quan Thanh Xuan, Ha Noi” Luan van tap trung nghien cuu hanh vi tieu dung du lich cua nhom cong chuc nha nudc, lay dia ban quan Thanh Xuan, Ha Noi lam mau Tac gia lua chon dia ban nghien cuu la quan Thanh Xuan phd Ha Noi boi vi thi truong Ha Noi duoc xem la mot nhung thi truong ldn nhat, va co sue tieu thu cao nhat cua nuoc ta Luan van co ket cau nhu sau: Chuong mu dau: gioi thieu tong quat ve linh vuc nghien cuu, sau se xac dinh muc tieu, pham vi va phuong phap nghien cuu de thuc hien luan van, cuoi cung la y nghia cua viec nghien cuu va ket cau cua luan van Chuo'ng 1: Co su ly luan ve hanh vi tieu dung du lich Chuong 2: Nghien cuu hanh vi tieu dung du lich cua cong chuc dia phuong tai quan Thanh Xuan, Ha Noi Chuong 3: De xuat mot so giai phap Marketing Phan ket luan tom tat nhung ket qua chinh cua luan van, dong gop cua luan van cho nha quan tri cung nhu cac han che cua luan van de dinh hudng cho nhung nghien cuu tiep theo Chuong cua luan van trinh bay co so ly luan ve hanh vi tieu dung noi chung va hanh vi tieu dung du lich noi rieng Chuong cung neu cac yeu to anh huong den hanh vi tieu dung bao gdm yeu to van hoa nhu la van hoa, nhanh van hoa, tang ldp xa hoi; yeu to xa hoi nhu la nhom nguoi tham khao, gia dinh, vai trd va dia vi xa hoi; yeu to ca nhan bao gom tuoi tac, chu ky song, nghe nghiep, hoan canh kinh te, loi song; nhom yeu to ve tam ly bao gom ly thuyet ve dong co dac biet trinh bay thap nhu cau ndi tieng cua Maslow, ly thuyet ve nhan thuc, trinh do, niem tin va thai Chuong cung trinh bay ly thuyet ve qua trinh quyet dinh mua cua nguoi tieu dung gom giai doan: Nhan biet nhu cau, tim kiem thong tin, danh gia lua chon, quyet dinh mua, hanh vi sau mua Chuong cung trinh bay mo hinh hanh vi tieu dung co ban cua Philip Kotler va mot sd mo hinh hanh vi tieu dung du lich tieu bieu nhu md hinh cua Engle, Kollat va Blackwell (1968), mo hinh cua Schmoll (1977) va mo hinh Mathieson va Wall (1982) iii Tren ca sa nhung ly thuyet duac trinh bay, tac gia de xuat mot md hinh nghien cuu ve su anh huang cua cac nhan td den hanh vi tieu dung du lich cua can bo cdng chuc va nghien cuu tien trinh quyet dinh mua san pham du lich duac dua de xem xet la: - Su tac dong anh huang cua yeu td mdi trudng bao gom yeu td van hoa va yeu td xa hoi den hanh vi du lich cua cdng chuc - Su tac dong anh huang cua yeu td ca nhan bao gom cac bien quan sat ve nghiep nghiep, tuoi tac va chu ky sdng, hoan canh kinh te, ldi sdng den hanh vi tieu dung du lich cua cdng chuc - Su tac dong anh huang cua yeu td tam ly bao gom dong ca, nhan thuc, trinh do, niem tin va thai den hanh vi tieu dung du lich cua cdng chuc - Nghien cuu qua trinh quyet dinh mua san pham du lich Dua vao md hinh nghien cuu nay, tac gia tiep tuc thuc hien chuang tiep theo la thiet ke cac nghien cuu cho phu hap vdi ly thuyet Chuong cua luan van, tac gia dua thiet ke nghien cuu phu hap vdi md hinh nghien cuu de xuat a chuang Sau tien hanh thu thap sd lieu thdng tin sa cap tac gia su dung phan mem SPPS xu ly va dua ket qua phan tich Ket qua phan tich cho thay: * Ba nhom nhan td anh huang tdi hanh vi tieu dung du lich cua nhom nghien cuu la yeu td mdi trudng, yeu td ca nhan va yeu td tam ly - Nhom yeu td mdi trudng: + Tang ldp xa hoi cua nhom nghien cuu co the coi la cung mot tang ldp nhom co mdi trudng lam viec, hoan canh tiep xuc gidng nhau, nen khdng co su khac biet ve quan diem tieu dung du lich + Nhom tham khao: Nhom nghien cuu rat coi y kien tham khao cua gia dinh quyet dinh mua san pham du lich Anh huang cua nhom ban be, dong nghiep khdng qua quan + San pham du lich phu hop vdi vai tro dia vi cua khach hang la rat quan 100 nghiep Tuy nhien, thach thuc ldn nhat vdi viec phat trien Email marketing la noi lo ngai bi xem la hinh thuc “spam" hop thu cua khach hang Thuc hien email marketing hieu qua: Email marketing co tao duoc hieu qua hay khong phu thuoc rat ldn vao phuong phap va qua trinh thuc hien cua cac doanh nghiep, co nam van de dang chu y sau: Thu Dung ngudi: Quan nhat viec su dung Email marketing la co mot danh sach khach hang muc tieu dong y nhan email Danh sach co the duoc tao bang nhung mau dang ky vien tren trang web, to chuc su kien online/offline Day chinh la nhung ngudi co quan tam den san pham, thuong hieu nen ti le nhan va md email se rat cao Thu Dung noi dung: Cac nha cung cap dich vu email deu co he thong cham diem “spam" nhu cach the hien tieu de, su lien quan giua tieu de va noi dung, dung luong hinh mot email Neu ngudi dung nam ro cac quy tac se thiet ke duoc mot email “hop phap" Cung can dang ky vdi cac nha cung cap dich vu de nhan thong bao email bi coi la phien nhieu, nhanh chong dua email cua cac khach hang khoi danh sach De tao noi dung hap dan, email mau nen duoc thiet ke co rong dudi 500 pixel, tua de dudi 35 ky tu, khong nen su dung tieng Viet co dau, de thong diep chinh ben tay trai va nen co nhung van ban thay the cho hinh anh vi mot so cong cu nhu Microsoft Outlook co tinh nang chan hinh anh Dieu quan la noi dung nen duoc thiet ke dong va ca nhan hoa Thu Dung thdi diem: Tim hieu thoi quen cua doi tuong de email co co hoi duoc md nhieu nhat Email cho doanh nghiep nen gui vao ban tu thu Hai den thu Sau, email cho ngudi tieu dung thi nen gui vao thu Hai hoac thu Nam la luc ngudi ta su dung email nhieu nhat x r Thu4 Dung tan suat: Nhung email co cung mot noi dung chi nen gui 2-4 lan/thang cho cung mot doi tuong It hon so thi chua tao nhan biet cdn nhieu hon thi se gay phan cam Thu Dung kenh truyen thong: Email ket hop vdi cac cong cu khac se tao duoc hieu qua rat cao nhu ket hop vdi direct mail (dung email de thong bao 101 trade roi gui thu true tiep den nhung ngudi cd phan hdi vdi email thi cor hoi se cao hon da chon duoc doi tuong cd quan tam den chuong trinh) - Huan luyen nghiep vu cho nhan vien thao tac tren social media, da kinh doanh thi social media khdng phai la noi danh cho giai tri - Thiet lap bao cao hang tuan ve social media, hien tai facebook da cd the lam viec - Giam bdt cac kenh social media khdng mang lai nhieu loi ich va tang hoac them cac kenh cd ich Ben canh viec da dang hoa cac phuong thuc quang cao nhu tren, cac doanh nghiep can quan tam hon nua den noi dung quang cao Noi dung quang cao phai mang tinh hien dai, hap dan ngudi xem, tac dong true tiep, kich thich va de lai an tuong sau sac cho khach hang Vi du cd the su dung noi dung HTML dong cac email marketing Ngoai ra, cac doanh nghiep cung nen xay dung va dua vao noi dung quang cao thdng diep ma minh muon chuyen tai, thdng qua giup khach hang de dang lien tuong den thuong hieu Tuy theo tung thdi ky ma tung quang cao cd diem nhan ve mot hay mot sd san pham, dich vu tam nao do, hudng vao ddi tuong khach hang cu the va dieu se giup khach hang nhd den thuong hieu cd nhu cau 3.2.2.2 Khuyen mai Theo ket qua nghien cuu d chuong thi khuyen mai cd tac dong tich cue den hanh vi tieu dung nhung khdng qua cao Vi vay, cac diem den va doanh nghiep nen xay dung cho minh mot chien luoc khuyen mai cd he thdng va doc dao, mang dau an rieng khdng nen chay theo va bat chudc cac thuong hieu khac va lam khdng cd he thdng ke hoach Cac chuong trinh khuyen mai khdng nen chi tap trung khuyen mai vao cuoi mua du lich hoac trai mua ma nen chia deu suot ca nam nham thu hut va giu duoc mot luong khach hang on dinh Tuy thuoc vao dieu kien cua ttrng giai doan ma cd hinh thuc khuyen mai phu hop Vi du nhu vao cuoi mua hoac trai mua du lich thi cd nhung chuong trinh khuyen mai ldn hap dan de thu hut khach Trong mua 102 cao diem hoac tai nhung thoi diem dac biet nhu nghi le 30/4; quoc khanh, Tet ma nhu cau du lich cao thi van nen co nhung khuyen mai nho cho khach hang (vi du du lich trung thuong) de lam tang hap dan thu hut khach, lam khach ghi nho thuong hieu cua doanh nghiep minh 3.2.2.3 Quan he khach hann (Public Relation - PR) Cong viec quan he khach hang phai duoc tat ca can bo cong nhan vien va lanh dao cua cac doanh nghiep thuc hien Qua quan he khach hang se chuyen tai nhung thong tin, nhung dieu tot ve thuong hieu cua minh cho nguoi tieu dung Moi vien cua cong ty deu phai lam tot cdng viec PR cua minh Qua cac ky nang tiep xuc va tu van khach hang, dac biet la doi ngu nhan vien ban hang truc tiep tai cac dai ly, van phdng du lich se chuyen tai nhung thdng tin ve thuong hieu, khuyen khich nguoi tieu dung tin tuong va su dung san pham cua cdng ty Thdng qua cac moi quan he cua can bo cong nhan vien voi khach hang, ho se dua nhung thong tin toi cho khach hang, va qua lai tiep nhan cac thong tin phan hoi Qua cac tin phan hoi (du tot hay xau) lanh dao cua thuong hieu va nhung nguoi co lien quan se giai quyet cac van de phat sinh lien quan Tu do, co the phan cac nhom va cac cap thuc hien PR nhu sau : * Nhom truyen thong (Dai Truyen hinh, phat thanh, Bao chi ) : Cac cap quan ly can co moi quan he tot voi nhom Qua moi quan he se duoc uu moi tham gia cac chuong trinh hay, hoac nhom se cho loi khuyen ve nhung chuong trinh ma cac doanh nghiep du tinh tai tro Qua su hop tac voi nhom truyen thong, co the se biet duoc nhung tin tot va xau ve thuong hieu de kip thoi giai quyet Hien cung voi su phat trien cua Internet, nhom truyen thong phi chinh thuc da co tieng noi nhat dinh tren mang ao nhung tac dong cua no den hanh vi tieu A dung la that Do la Blogging - Tan dung suc manh cua quyen luc thu nam Ra doi sau bao hinh, bao in, bao tieng, bao dien tu nhung blog dang nhanh chong vuon len tro quyen luc thu nam gioi truyen thong Mot cau chuyen co thuc tai Malaysia Ngay 20.6.2008, Kenny Sia, blogger noi tieng nhat tai Malaysia than phien 103 ve chat luong thuc an phuc vu tren chuyen bay cua hang Hang khdng Air Asia tren blog cua minh kern theo hinh minh hoa Ngay ngay, doc gia tren blog cua Kenny da viet hon 20 trang A4 phe binh chat luong thuc an cua Air Asia Mot tuan sau do, Kenny nhan duoc ldi mod cua Air Asia tham du buoi mat thuc dun mod cho chuyen bay Mot chut du nhung roi Kenny quyet dinh tham gia su kien Hinh thuc trinh bay mui vi cua mon an mod gay an tuong tot cho Kenny Ngay sau chuong trinh, dich than Tony Fernandes - Chu tich Tap doan Air Asia da goi dien thoai cam on su co mat cua Kenny Khi trd ve nha anh da viet lai tren blog nhung an tuong cua minh ve cuoc trai nghiem san pham va dang tai toan bo hinh anh cung minh chung ve cuoc dien thoai cua Tony Lan nay, doc gia cua Kenny da dua hon 223 ldi binh tich cue r Blogging - gan thuong hieu vdi “hot" blogger Su dung ‘"hot” blogger de quang ba san pham hay danh bong ten tudi cua mot thuong hieu da xuat hien d Viet Nam khoang ba nam cung vdi su phat trien cua Yahoo!360 Ngudi tieu dung thudng tin nhung ngudi ho quen biet hay nhung ten tudi ldn the gioi blog (hot blogger) hon la nhtrng quang cao tren bao hay tivi Blogging la mot hinh thuc quang ba co muc tin cay cao, mot dang marketing truyen mieng online Doanh nghiep cd the tiep can chinh xac doi tuong khach hang muc tieu nhd tinh cong dong cua blog, tao phu cung nhu sue lan toa manh me vi blogger la nhung ngudi nang dong va rat tich cue tham gia vao cac hoat dong cong dong nhu mang xa hoi Va cd the nhan duoc y kien phan hdi cua ngudi tieu dung mot each nhanh chong Cau chuyen tren day cung cho thay rd str dung hot blogger cung cd nhung thach thuc nhat dinh Str dung dung each thi tao hieu qua, nguoc lai cd the phan tac dung gay anh hudng khdng nhd den hinh anh cua doanh nghiep Thir Chon dung “nhung ngudi cd anh hucmg” (Influencer) : Day la phan quan nhat cua toan chien dich lien quan den viec tiep can khach hang muc tieu Tuy theo quy md, dac tinh san pham, thdng diep ma cd the chon nhieu dang blogger khac nhau, co the noi tieng hoac khdng noi tieng hoac cd the la ca si, dien 104 vien, nghe si mot linh vuc nao Tuy nhien, tat ca nhung ngudi deu phai co lien quan den thuong hieu, thdng diep san pham va co tam anh hudng nhat dinh doi vdi cong ddng blogger ma nhan hang dang hudng tdi Tam anh hudng cua blogger duoc xac dinh dua tren chat luong bai viet, sd luong ldi binh va danh sach ban be cua ho Thu Truyen dat tinh than cua san pham, thdng diep: Chi cam nhan duoc cai “hdn” va thdng diep cua san pham thi cac blogger mdi cd the gidi thieu mot each rd rang, cuon hut va tu nhien Vi the, hay phan tich cho ho hieu rd dac diem cua san pham, nhat la cac diem manh, khuyen khich ho doi thoai, chat van va trai nghiem de yeu thich san pham that su va trd “dai su” cua thuong hieu chu khdng don thuan la mot ngudi dua tin Thu Kiem soat chat luomg cua bai viet: Doanh nghiep hay cac cdng ty quang cao khdng the viet thay cho blogger vi se lam mat tinh tu nhien va lam giam sue hap dan cua blog Thay vao do, hay dam bao quyen loi cua nhan hang bang each danh gia va chinh sua nhung dai y ma blogger dua trudc viet Sau thdng nhat de cho ho tu the hien bang ngon ngu va phong each cua minh tren co sd khuyen khich ngudi khac nghi tot ve san pham Thu Ket hop vdi cac cdng cu online khac: Quang ba bang blog nen ket hop vdi cac cdng cu online mang tinh cong ddng va tuong tac cao nhu chat, dien dan mang xa hoi de tao phu va gia tang sue anh hudng cua chien dich Thu Thu nhan va danh gid phan hdi: Cac cdng ty nen cd nhung danh gia dinh ky ve phan hdi cua ngudi tieu dung qua nhung suy nghi, y kien tren dien dan chat, ldi binh tren blog, mang xa hdi cac hot blogger bao cao ve de cd nhung dieu chinh thich hop Thu Duy tri mdi quan he vdi blogger: Cac hot blogger, nhung ngudi da cd co hoi trai nghiem vdi san pham va gan bo vdi ban mot thdi gian co the se tiep tuc ung ho ban cac lan tung san pham hoac chien dich khac Trong mdi su kien lien quan den thuong hieu ben canh danh sach khach mdi bao chi dung quen gui thiep mdi cho nhung hot blogger cd sue anh hudng tdi thuong hieu Hay xay 105 dung moi quan he va giu lien lac vdi ho de trien khai cac chien dich tiep theo - Nhom chinh tri : Trong cac mdi quan he vdi cac chinh khach, vdi cuong vi la thu trudng cua doanh nghiep hoac Giam doc Marketing se de dang thuc hien horn la cac cap khac Cac doanh nghiep cd the giup dd cac co quan ban, nganh doan the v.v , ho tro mot so chuong trinh tir thien, hoac hop mat de tao cac mdi quan he Tir dd nhd nhom truyen cac thdng tin ve thuong hieu cua minh vdi khach hang Qua giao thiep vdi nhom cac doanh nghiep se gay dung duoc long tin ddi vdi nhung chinh khach ho cd the gidi thieu vdi ddng nghiep, nhung ngudi cd uy tin va phieu thdng tin cua thuong hieu luon la tin "nong" tren thi trudng chung khoan & Nhom phong vien : can cd mdi quan he tot de nhirng phong vien bao, dai dua tin tuc cho thuong hieu Thdng qua viec giri cac “Thdng cao bao chi” cac phong vien se bien tap va dua tin cho thuong hieu cua minh * Nhom cac cdng ty quang cao : tao mdi quan he vdi nhom nay, ho se lan truyen cho cac don vi khac biet ve doanh nghiep cua minh, ho se mdi tham gia nhieu chuong trinh cd loi ve quang ba hinh anh De thuc hien tot cdng viec quan he khach hang thi yeu cau mdi ngudi thuc hien phai co nhiet tinh va nang khieu noi chuyen trudc cdng chung Cac doanh nghiep can ban hanh quy che giao tiep khach hang va dao tao cac ky nang nang giao tiep cho nhan vien va lanh dao.dam bao tat ca moi nhan vien cdng ty phai nam duoc cac tieu chi ve khau hieu, tinh than, truyen thdng tam nhin cua doanh nghiep Thdng thudng cac vi lanh dao se lam tot cdng viec PR hon cac nhan vien nghiep vu Chi phi thuc hien quan he khach hang khdng nhu quang cao, PR se chiem mot ty chi phi rat thap khoang 5%-10% tong ngan sach cua Marketing Sau doanh nghiep da thuc hien cac cdng viec quang cao ram ro ve hoat dong cua minh cac doanh nghiep khdng the tiep tuc chi cac khoan chi ldn cho quang cao, ma phai biet su dung mot sd bien phap thay the vdi hieu qua tuong duong ma chi 106 phi thap Khi do, cac doanh nghiep su dung cong cu de dua hinh anh doanh nghiep den cong chung Trong thdi gian tdi, cac doanh nghiep se dung PR nhieu hon de xay dung thuong hieu vi so sanh vdi quang cao thi PR re hon rat nhieu Tuy nhien, doi vdi cac doanh nghiep chua co thuong hi?u thi quang cao van la uu tien hang dau 3.2.3 Xay dung chien luoc gia: Theo ket qua nghien cuu , ta cd the thay gia ca anh hudng rat ldn den hanh vi tieu dung du lich cua cong chuc Do xay dung chien luoc gia, doanh nghiep du lich can het sue chu y den muc gia ma edng chuc co the chap nhan duoc va san sang mua san pham Nhom cong chuc cd thu nhap trung binh chiem ty le cao nhat nen cac doanh nghiep du lich muon khai thac thi trudng can phai xay dung chien luoc gia binh dan, phu hop vdi kha nang chi tra cua cong chuc Tuy nhien can chu y la nhom cong chuc rat coi van de thuong hieu va ho cung la nhom cd nhan thuc tieu dung du lich tot nen khdng de dang chap nhan chat luong qua tdi Vi vay san pham du lich gia binh dan nhung phai cd chat luong thi moi thu hut duoc ho va xay dung uy tin cua thuong hieu tren thi trudng 3.2.4 Xay dung va phat trien he thdng kenh phan phoi Trong chien luoc marketing va xay dung hinh anh cua mot thuong hieu thi he thdng phan phoi dong vai trd la khau cudi cung va diem de the hien toan bo gia tri hinh anh, phong each, chat luong san pham cua mot thuong hieu Cac doanh nghiep nen tao lap moi quan he tot vdi lanh dao cua cac don vi to chuc de cd the tiep can ngudn khach tap the ldn va tuong doi on dinh Doi vdi cac doanh nghiep lira chon phan doan thi trudng la cong chuc thi nen chon kenh phan phoi true tiep, nhom chiu tac dong manh cua thdng tin tu van ban hang true tiep Viec lira chon phat trien kenh phan phoi true tiep doi hdi cac doanh nghiep phai xay dung duoc mot mang ludi nhan vien ban hang true tiep nang dong, kheo leo 107 KET LUAN Muc dich chinh cua luan van la nghien cuu cac yeu to chinh nao co anh hudng den hanh vi tieu dung du lich va nghien cuu qua trinh quyet dinh mua san pham du lich noi dia (lira chon diem den) cua can bo cdng chuc dia ban Ha Noi, lay mau la cdng chuc quan Thanh Xuan ddng thdi xem xet cac yeu to cd sir khac biet vdi hay khdng theo tudi trinh va thu nhap tien trinh quyet dinh mua hang cua khach hang Theo nhu ly thuyet ve hanh vi tieu dung cua khach hang thi khach hang bi anh hudng bdi cac yeu td chinh: Yeu td van hoa, yeu td xa hoi, yeu td ca nhan va yeu td tam ly cua khach hang San pham nghien cuu la san pham du lich san pham cd qua trinh quyet dinh mua hang phuc tap Theo nhieu nha nghien cuu (G Armstrong, Engel) yeu td van hoa va yeu td xa hoi duoc giai thich la cd tinh tuong ddng cua mot nhom yeu td duoc goi la nhom yeu td mdi trudng vi the, cd ba nhom yeu td anh hudng den hanh vi tieu dung cua khach hang la: nhom yeu td mdi trudng nhom yeu td ca nhan va nhom yeu td tam ly Trong phan ket luan nay, tac gia se trinh bay ket qua chinh va ddng gop cua nghien cuu nay, nhung han che va hudng nghien cuu tiep theo Ket qua chinh va dong gop cua de tai nghien ciru Mot la, ket qua nghien curu se gop phan giup cho cac doanh nghiep du lich cac nha quan ly dia phuong hieu biet hon nua ve cac yeu td chinh tac dong den hanh vi tieu dung du lich cua khach hang la can bo cdng chuc nhu nhom yeu td ve mdi trudng ; nhom yeu td ca nhan va nhom yeu td tam ly.Ket qua nghien ciru cung phan tich qua trinh quyet dinh lua chon diem den cua nhom can bo cdng chuc va so sanh sir khac nhay cua cac yeu td tren giua nhung khach hang cdng chuc cd dac diem khac (doi tudi, gidi tinh, trinh do, tinh trang hdn nhan, thu nhap ) Qua viec khao sat cho thay rang cac doanh nghiep du lich can thiet phai hieu rd duoc khach hang muc tieu cua minh ldi sdng phong each cua khach hang muc tieu xay dung doi ngu nhan vien ban hang am hieu ve san pham, luon luon nghien cuu cac chuong trinh khuyen mai thich hop, chien luoc gia phu hop Mot 108 viec hoach dinh cac chuong trinh xay dung va quang ba thuong hieu, dac biet la dinh vi thuong hieu diem den tren thi trudng co hieu qua hon de lam tang kha nang canh tranh cua cac diem den, xay dung cac chien luoc tiep thi dai han, ngan han cac chuong trinh thu hut khach hang va thoa man tdi da lai ich cua khach hang Hai la, ket qua nghien cuu da giup cho cac cdng ty quang cao va nghien cuu thi trudng cd duac mot khao sat sa bo ve hanh vi tieu dung du lich cua nhom can bo cdng chuc tai thi trudng Ha Noi Hien rat it doanh nghiep danh ngan sach cho hoat dong nghien cuu thi trudng Vdi ket qua cac nha qua ly dia phuang cua cac diem den, cac doanh nghiep nganh cd the thuc hien cac du an nghien cuu thi trudng tiep theo de bd sung va hoan chinh du an nghien cuu, ddng thdi cd the dua vao ket qua nghien cuu de xay dung cac chuong trinh thu hut khach hang, quang cao, khuyen mai dung hudng va cd hieu qua Ba la, day la ket qua quan nhat, nghien cuu giup cho ban than tac gia hieu sau sac han cac co sd ly luan ve Marketing du lich Tac gia cung hieu rd rang han ve vai tro cac nhom yeu td mdi trudng ca nhan va tam ly quyet dinh hang Han che va huong nghien cun tiep theo Cung nhu bat ky mot luan van hay du an nghien cuu nao deu cd nhung mat han che ddi vdi luan van cd mot sd han che nhu sau: 109 Mot la, cac khai niem nghien cuu, mo hinh nghien cuu tac gia chi dua vao cac ly thuyet da co de xay dung Tuy nhien vdi trinh va kha nang co han cua tac gia, chac chan mo hinh va cac thang can thiet phai duoc xem xet them va thuc hien tren nhieu nghien cuu nua thi mdi khang dinh duoc tin cay cua thang Hai la, nghien cuu chi thuc hien tai dia ban quan Thanh Xuan vdi so luong mau chi cd 200 mau, rat cd the ket qua se khdng dai dien dupe cho toan thj trudng ma can thiet phai cd nhung nghien cuu tiep theo tai cac thi trudng khac cung nhu tai cac khu vuc khac Ba la, nghien cuu chi tap trung vao nghien cuu cac yeu td chinh anh hudng den hanh vi tieu dung du lich cua nhom can bo cong chuc dia phuong, nghien cuu tap trung vao cac khia canh ve khach hang, de hieu khach hang Chinh vi the mot sd yeu td khac se khdng dupe de cap luan van nhu quang cao khdng kern quan trong quyet dinh mua quan ao cua khach hang vi du gia ca va cac phan hon hop cua tiep thi Van de se cho mot hudng nghien cuu tiep theo Tac gia xin bay td ldng biet on tdi PGS.TS Nguyen Van Manh, ngudi hudng dan khoa hoc da tan tinh giup dong vien, hudng dan tac gia suot qua trinh nghien cuu Mac du cd nhieu cd gang nhung luan van khdng the tranh khoi nhung sai sot Tac gia mong muon cac thay cd, ngudi doc se cd nhung dong gop quy bau de tac gia cd the hoan thien hon cac nghien cuu tiep theo 110 TAI LIEU THAM KHAO • Evelina Arvidsson, Cecilie Lindstrom, Eva-Lena Andersson, (2006), Coca-Cola or Pepsi-that is the Question - A study about different factors affecting consumer preferences Master’s thesis - International Marketing Strategy Siwon Cho (2001) Influence of Consumer Age and Clothing Type of Salesperson on - Consumer Satisfaction with Salesperson’s Performance Master of science in clothing and textiles Nguyen Van Dinh - Nguyen Van Manh (2007), Tam ly va nghe thuat giao tiep, irngxir du lich, NXB Lao dong - Xa hoi Duong Huu Hanh (2006) Quan tri marketing thi trudng tdan du, NXB Lao Dong - Xa Hoi Tran Thi Minh Hoa (2007), Giao trinh marketing du lich, NXB Dai hoc Kinh te Quoc dan Philip Kotler and Gary Armstrong Principles of Marketing- Chapter 5, Eight Edition Nguyen Van Manh - Pham Hong Chuong (2005), Giao trinh Quan tri Kinh doanh lit hanh, NXB Dai hoc Kinh te Quoc dan Srungaram Narsimha Vamshi Krishna (2007) Assessing Youth's Buying Behaviour towards Sports Shoes (A Case Study of Nike) Master of Science in International Marketing Paul Peter, C Olson and G.Grunert (1999) Consumer behaviour and arketing strategy, European Edition 10.Sara Perez, Barbara Martinez (2008), Consumer behaviour Master's thesis - Marketing 11 Hoang Trong, Chu Nguyen Mong Ngoc (2005) Phan tich dir lieu nghien ciru vdi SPSS, NXB Thong ke 12 Nguyen Dinh Tho, Nguyen Thi Mai Trang (2007), Nghien ciru khoa hoc Marketing, NXB Dai Hoc Quoc Gia Tp.HCM 13 Nguyen Dinh Tho, Nguyen Thi Mai Trang (2007) Nghien ciru th itrirdng, NXB Dai Hoc Qudc Gia Tp.HCM 14 Trang web: www.vietnamtourism.com.vn www.marketingchienluoc.com.vn www.saga.com.vn Phu• luc • BANG CAU HOI NGHIEN CUU Bang cau hdi sd: Phdng van vien: Ten ngucri tra loti: Don vi cdng tac: Dien thoai lien he: Xin ch anh / chi Ten tdi la Khuat Thi Phuong, hoc vien Cao hoc cua truong Dai hoc Kinh te Quoc dan, chuyen nganh Quan tri kinh doanh Du lich va Khach san Toi dang tien hanh mot chuong trinh nghien cuu khoa hoc ve cac nhan to anh hudng tdi hanh vi tieu dung du lich cua cdng chuc Ha Noi Rat mong anh /chi danh chut it thdi gian tra ldi giup tdi mot sd cau hdi sau: Xin vui long cho biet gidi tinh cua ban: Nam □ Nu □ Xin vui long cho biet tudi anh/ chi nam khoang nao dudi day: 18-30 tudi □ 31-50 tudi □ >50 tudi □ Xin vui long cho biet trinh hoc van cua anh / chi: Trung hoc □ Dai hoc Tren Dai hoc □ □ Xin vui long cho biet tinh trang hdn nhan cua anh / chi: Doc than Da ket hdn □ □ Thu nhap hang thang cua anh / chi la bao nhieu (Gom tat ca cac ngudn thu nhu - Luong, thudng, dau tu, lai suat, tien cho thue nha, ): < trieu □ 2-3 trieu □ 3-5 trieu □ >5 trieu □ Thu nhap hang thang cua ca gia dinh anh/chi la bao nhieu (Gom tat ca cac ngudn thu nhu - Luong, thudng, dau tu, lai suat tien cho thue nha, ): < trieu □ 5-7 trieu □ 7-10 trieu □ >10 trieu □ Anh chi cd phai la ngudi quyet dinh mua san pham du lich (chon cdng ty cung cap va chon diem den) - Cd (tiep tuc) - Khdng (Dung cuoc phdng van) Anh chi hay ke ten dia diem du lich anh/ chi biet va mudn den du lich Ha Long Sa pa Dd Son Sam Son Cua Lo Phong Nha - Ke Bang Hud Da Nang - Hoi An - My Son Nha Trang Da Lat Phan Thiet Thanh phd Hd Chi Minh Vung Tau Phu Quoc Con Dao Khac Anh chi thudng bao nhieu lau thi di du lich lan ? - lan /nam O - Nhieu lan/'nam □ - Nhieu nam moi di lan O 10 Anh (chi) thudng di du lich vao thdi gian nao nam: -Mua he O - Cac ky nghi le dai □ - Cac dip ky niem cua ca nhan/gia dinh O - Cac dip khac □ 11 Khi co y dinh di du lich anh / chi thudng tim thong tin qua cac kenh thong tin nao sau day: - Hoi true tiep ban be, nguoi than □ - Qua quang eao tren truyen hinh, bao ehi □ - Qua eae bai gioi thieu ehuyen de tren truyen hinh, bao ehi mang internet □ - Hoi kinh nghiem nhung nguoi tham gia eae dien dan ehuyen ve du lieh tren mang Internet (VD: vivu, phuot, ehudu ) □ 12 Anh ehi hay sap xep nhung tieu ehi sau theo thu tu tu quan nhat den it quan nhat lua ehon diem den du lieh (Danh so thu tu tu lla quan nhat) - Diem du lieh hap dan ( ) - Phuong tien di lai thuan loi ( ) - Gia ea ( ) - Diem den an toan ( ) ; 13 Neu anh ehi khong hai long voi ehat luong dieh vu du lieh da mua, anh ehi lua ehon phuong an nao duoi day: - Bo qua □ - The hien thai khong hai long va tu nhu se khdng quay lai nua □ - Thdng tin ve su khdng hai long eua minh toi nguoi eo traeh nhiem va yeu eau giai quyet thoa dang □ - Tuy tung mue khdng hai long ma lua ehon mot eae phuong an tren □ 14 Xin eho biet mue dong y eua anh/ ehi eae phat bieu duoi day ( 1: Hoan toan khdng dong y; 2: Khdng dong y; 3: Binh thuong; 4: Dong y; 5: Hoan toan dong y) 1 Toi mong muon su thoai mai di du lich 2.Y kien cua gia dinh (vq/chong con) toi la rat quan toi lua chon san pham du lich Toi thuong chon nhung san pham du lich giong nhu nhung ban be, dong nghiep ma toi nghT ho co nhieu kinh nghiem du lich □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ Toi se mua san pham du lich hang sang neu toi la nguoi co dia vi (Trudng phong, giam doc) □ □ □ □ □ Toi cho rang loi song ca nhan the hien qua viec tieu dung cac san pham du lich □ □ □ □ □ Toi mua san pham du lich co gia ca phu hop voi chi phi du lich cua gia dinh toi Toi mua san pham du lich co thoi gian 'phu hop voi thoi gian roi cua toi Toi se chon mua san pham du lich duoc quang cao nhieu tren nhung phuong tien thong tin dai chung Nhan vien ban hang hieu ro ve san pham du lich se giup toi de dang hon viec lua chon san pham du lich 10 Toi se chon mua san pham du lich cua doanh nghiep co chuong trinh khuyen mai tot hon 11 Toi tin san pham du lich cua cac doanh nghiep lon, co uy tin lau nam co chat luong tot hon 12.Toi se mua san pham du lich phu hop voi loi song cua toi 13 NSu co chuong trinh khuyen mai hap dan thi toi se mua san pham du lich □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ 14 Toi thuong mua san pham du lich tai cac dai ly, van phong cua | cac cong ty du lich lon, co thuong hieu tren thi truong Xin chan cam- on anh /chi! □ □ □ □ □