Các nhân tố ảnh hưởng đến ý định du lịch xanh của sinh viên thành phố hồ chí minh khóa luận đại học chuyên ngành quản trị kinh doanh

BỘ GIÁO DỤC VÀ ĐÀO TẠO NGÂN HÀNG NHÀ NƯỚC VIỆT NAM TRƯỜNG ĐẠI HỌC NGÂN HÀNG TP.HỒ CHÍ MINH PHẠM TH THƯ NG CÁC NHÂN TỐ ẢNH HƯ NG Đ N Đ NH DU CH ANH CỦA SINH VI N THÀNH PHỐ HỒ CHÍ MINH KHĨA UẬN TỐT NGHIỆP CHUY N NGÀNH: QUẢN TR KINH DOANH MÃ SỐ: 7340101 TP.HỒ CHÍ MINH, NĂM 2021 Tai ngay!!! Ban co the xoa dong chu nay!!! BỘ GIÁO DỤC VÀ ĐÀO TẠO NGÂN HÀNG NHÀ NƯỚC VIỆT NAM TRƯỜNG ĐẠI HỌC NGÂN HÀNG TP.HỒ CHÍ MINH PHẠM TH THƯ NG CÁC NHÂN TỐ ẢNH HƯ NG Đ N Đ NH DU CH ANH CỦA SINH VI N THÀNH PHỐ HỒ CHÍ MINH KHÓA UẬN TỐT NGHIỆP CHUY N NGÀNH: QUẢN TR KINH DOANH MÃ SỐ: 7340101 NGƯỜI HƯỚNG DẪN KHOA HỌC ThS NGƠ TH N BÌNH TP.HỒ CHÍ MINH, NĂM 2021 TĨM TẮT Nghiên cứu thực nhằm mục đích: (i) xác định nhân tố ảnh hưởng đến ý định u lịch x nh c sinh vi n t i thành phố hí inh, (ii) tìm hiểu đánh giá mức đ ảnh hưởng c yếu tố (iii) đề xuất hàm ý quản trị, giúp o nh nghiệp c thể cải thiện hiệu kinh o nh l nh vực u lịch x nh ghi n cứu tiến hành v i h i phư ng pháp định tính phư ng pháp định lượng, khảo sát v i 249 đối tượng sinh vi n đ ng h c t p t i thành phố hí inh hình nghi n cứu đề xuất nhân tố tác đ ng đ n ý định hành vi, nhi n s u q trình x lý phân tích liệu nghi n cứu cho r kết ch c n nhân tố c thể ảnh hưởng t i ý định u lịch x nh c sinh vi n, th o thứ tự tác đ ng giảm n liệt k s u: (1) qu n tâm đến m i trư ng, (2) nh n thức kiểm soát hành vi, (3) chu n ch qu n, (4) nh n thức u lịch x nh ày t ý định th m gi hìn chung, sinh vi n t i thành phố u lịch x nh c o khác iệt ý định hành vi u lịch x nh gi hí inh gồi r nghi n cứu ch r c nh m nhân kh u h c gi i tính, c h c h y mức thu nh p Vì h n chế ngu n lực, nghi n cứu c ng t n t i nhiều h n chế định ( c m u, phư ng pháp, mức đ giải thích m hình, ) ự vào kết nghi n cứu, tác giả c ng đề xuất m t số giải pháp cho nhà quản trị nhằm thu hút u khách th m gi u lịch x nh ABSTRACT In recent years, tourism is considered one of the major economic sectors of the world, it generates about 10% of GDP and creates more than 10% of the global workforce and is still on the rise According to the General Statistics Office of Vietnam, in 2019, the tourism industry welcomed more than 18 million international tourists (an increase of 16.2% compared to 2018), serving 85 million domestic tourists, the total revenue reached about 720,000 billion VND, contributing more than 9.2% of GDP With this result, Vietnam is considered one of the 10 countries with the fastest growth in tourism in the world The numbers reflecting this strong growth on the one hand confirm the increasingly important position of tourism in the overall national economy, but also show the pressures of hot growth on the industry In fact, "hot" growth often comes with many consequences and especially negative effects of the tourism industry on the environment The rapid development of the tourism industry is one of the factors caused by the activities that generate emissions, use too much energy and abuse natural resources, so green tourism is no longer a a choice but a mandatory direction for the sustainable development of each country, not only Vietnam Although green tourism is a sustainable development direction of the tourism industry that has been interested and developed by many countries for a long time, in Vietnam, the form of green tourism is quite strange to many people and only really is used by a few people pay attention to in recent years Therefore, promoting green tourism development is a necessity today However, there are not many scientific researches on green tourism behavior in Vietnam, so the author conducts research on the topic "factors affecting green tourism intentions of students in Ho Chi Minh City" Research can contribute some what to the green tourism industry, adding necessary information that can be applied practically to find solutions to develop this potential field Green tourism is understood as "a form of eco-friendly tourism development on the basis of complying with the following principles: First, using rationaly natural resources for tourism development needs; Second, limit impacts from tourism activities to the natural environment; Third, giving priority to the development of tourism products / products that are responsible for the natural environment The core of green tourism is green tourism products To ensure a green product meets the following criteria: products made from environmentally friendly materials; products bring safe solutions for the environment and health; the product reduces the environmental impact during use; the product creates a friendly and safe environment for health Thus, all tourism services and products such as tours, products and services of hotels and restaurants that want to be recognized as green tourism products must satisfy and perform the basic contents of the above criteria The research objective is to find out factors affecting the green tourism intentions of students in Ho Chi Minh City In addition, based on the degree of impact between the variables, then propose some administrative implications for marketers and administrators to have improved business strategies, advertising campaigns, and attract customers who are more interested in green tourism The study consists of research questions (i) What factors influence green tourism intentions of students in Ho Chi Minh City (ii) How the above factors affect student's intention to green tourism in Ho Chi Minh City (iii) What are the governance implications for managers to develop green tourism Scope of research and research layout: research paper focuses on students of universities within Ho Chi Minh City In addition to the table of contents, appendices and references, this research report includes chapters The research is conducted with two methods: qualitative method and quantitative method Research is conducted through 02 phases: (1) qualitative research phase, and (2) quantitative research phase Qualitative research was done by the method of indepth interviews with person, and group discussion of people to form a scale The questionnaire uses the 5-level Likert scale to survey students' opinions Quantitative research begins with data collection After having a complete questionnaire: a questionnaire consisting of 27 questions and questions about demographics, the author collected data through online surveys and directly to the students The number of satisfied samples was 249 students The data are entered and processed using PSSS 22.0 system software to test the scale, analyze the EFA discovery factor Based on Theory of Reasoned Action - TRA ; Theory of Planned Behavior - TPB and previous studies related to this topic, the author builds the proposed research model which has independent variables including: green tourism perception, environmental concern, attitudes, subjective norm, Perceived behavioral control and dependent variable With the following hypotheses: (1) green tourism perception has a positive impact on green tourism attitudes; (2) environmental concern has a positive impact on green tourism attitudes; (3) attitudes have a positive effect on green tourism intentions; (4) green tourism perceptions have a positive impact on green tourism intentions; (5) environmental concern has a positive effect on green tourism intentions; (6) subjective norm have a positive effect on green tourism intentions; (7) Perceived behavioral control have a positive effect on green tourism intentions After the process of processing and analyzing research data, there are only factors that can affect students' green tourism intentions, in which the attitude factor is removed from the research model The results of the impact of factors on behavioral intent in descending order of effect are listed as follows: (1) concern for the environment, (2) perception of behavioral control, (3) standard and (4) awareness of green tourism In which, concern for the environment has the strongest impact on intent (Beta = 0.474) In general, the students in Ho Chi Minh City all expressed a high intention to participate in green tourism In addition, research shows that there are differences in green tourism behavioral intentions between demographic groups such as gender, education level or income level Due to limited resources, the study also has certain limitations such as using convenient survey and sampling methods, which makes the reliability of the sample not high The sample size is limited (249) and the model's explanation level is not high (72%) Subjects of the study are not comprehensive, limited to students in Ho Chi Minh City Although the kind of green tourism is still quite new in Vietnam and has not been widely popularized, green tourism will become an inevitable trend in the future This is a good opportunity for administrators and marketers to improve service quality, develop broad advertising to attract potential customers To improve business efficiency, communication and advertising are the most important Promoting marketing activities will influence visitors' attention to environmental issues, thereby directing them to green tourism In addition, businesses also need to improve the quality of products and services, build a system of green standards and create competitive prices LỜI CAM ĐOAN T i xin c m đo n kh lu n c ng trình nghi n cứu c ri ng tác giả, kết nghi n cứu trung thực, đ kh ng c n i ung đ c ng ố trư c ho c n i ung o ngư i khác thực ngo i tr trích kh n lu n Sinh viên Ph Th Th n ngu n LỜI CÁM N Để hoàn thành báo cáo tốt nghiệp này, nỗ lực c a thân, m đ nh n qu n tâm, giúp đ t n tình c a tổ chức cá nhân, em xin phép bày t lòng biết n chân thành đến Quý Th y d y t i trư ng Đ i h c Ngân hàng Thành phố H giáo đ ng làm việc giảng hí inh đ truyền d y cho em nhiều kiến thức kinh nghiệm bổ ích suốt th i gian h c t p t i trư ng, đ c biệt Th y Cô Khoa Quản trị kinh doanh Em xin chân thành cảm n sâu sắc đến ình, ngư i đ trực tiếp hư ng d n, t n tình giúp đ truyền d y nh ng kinh nghiệm quý báu suốt th i gian làm khóa lu n Tiếp theo, em xin g i l i cảm n đến anh chị b n – nh ng ngư i đ giúp đ hỗ trợ em trình nghiên cứu thu th p d liệu cho lu n văn Do th i gian có h n kiến thức thân nhiều h n chế, v y báo cáo khơng thể tránh kh i thiếu sót, mong nh n đ ng g p t quý Th y Cô Em xin chân thành cảm n! TP.HCM, tháng ă Sinh viên Ph Th Th 2021 MỤC ỤC DANH MỤC TỪ VI T TẮT i DANH MỤC HÌNH V ii DANH MỤC BẢNG BI U iii CHƯ NG I: TỔNG QUAN V Đ TÀI 1.1 Đ t vấn đề 1.2 Tính cấp thiết c 1.3 đề tài nghi n cứu .2 ục ti u nghi n cứu .3 1.3.1 ục ti u tổng quát 1.3.2 Mục tiêu cụ thể 1.4 Câu h i nghiên cứu .3 1.5 Đối tượng ph m vi nghiên cứu 1.5.1 Đối tượng nghi n cứu 1.5.2 h m vi nghi n cứu .3 1.6 hư ng pháp nghi n cứu 1.7 Đ ng g p c đề tài 1.7.1 Về khoa h c 1.7.2 Về thực tiễn 1.8 Kết cấu c T đề tài T T CHƯ NG II: C .6 S THUY T 2.1 hái niệm u lịch x nh 2.2 lý thuyết 65 nh ng đ ng g p tích cực cho m i trư ng 26 T i định nh ng khách s n x nh h n nh ng khách s n th ng thư ng 27 Tôi cân nhắc chuyển sang du lịch xanh lý sinh thái Xin chân thành c m A / ! 66 Phụ lục 3: K t thống kê mô tả K t thống kê mơ tả 3.1 Gi i tính 3.2 Nă G h Frequenc Percent Valid Cumulative y Percent Percent Nam 122 49,0 49,0 49,0 Valid 127 51,0 51,0 100,0 Total 249 100,0 100,0 họ SV ă Frequenc Percent y ăm ăm h i Valid ăm ăm cuối Total 3.3 Thu nhập Valid Percent Cumulative Percent 34 13,7 13,7 13,7 107 32 43,0 12,9 43,0 12,9 56,6 69,5 76 30,5 30,5 100,0 249 100,0 100,0 Th hậ Frequenc Percent y < triệu 107 43,0 - triệu 33 13,3 - 10 Valid 10 4,0 triệu >10 triệu 99 39,8 Total 249 100,0 Valid Cumulative Percent Percent 43,0 43,0 13,3 56,2 4,0 60,2 39,8 100,0 100,0 67 Phụ lục 4: K 4.1 K t C o ả h h h’s A h Reliability Statistics Cronbach's N of Alpha Items ,814 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Correlation Item Deleted Deleted NT1 15,66 10,871 ,633 ,771 NT2 15,67 9,689 ,634 ,770 NT3 15,81 10,130 ,619 ,774 NT4 15,61 10,859 ,579 ,785 NT5 15,75 11,059 ,565 ,789 Reliability Statistics Cronbach's N of Alpha Items ,852 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Correlation Item Deleted Deleted QT1 15,71 11,997 ,633 ,831 QT2 15,78 11,358 ,648 ,825 QT3 15,78 10,171 ,711 ,809 QT4 15,68 10,888 ,702 ,811 QT5 15,89 10,492 ,643 ,829 Reliability Statistics Cronbach's N of Alpha Items ,867 Item-Total Statistics 68 Scale Mean if Item Deleted Scale Corrected Variance if Item-Total Item Correlation Deleted TD1 15,99 11,246 ,638 TD2 16,05 10,167 ,705 TD3 15,86 10,949 ,710 TD4 16,00 10,278 ,686 TD5 15,88 10,389 ,715 Reliability Statistics Cronbach's N of Alpha Items ,835 Item-Total Statistics Scale Mean Scale Corrected if Item Variance if Item-Total Deleted Item Correlation Deleted CCQ 11,10 6,429 ,650 CCQ 11,10 5,921 ,710 CCQ 11,11 5,979 ,683 CCQ 11,04 6,140 ,621 Reliability Statistics Cronbach's N of Alpha Items ,861 Item-Total Statistics Scale Mean Scale Corrected if Item Variance if Item-Total Deleted Item Correlation Deleted NTKS 11,71 7,248 ,690 NTKS 11,74 6,790 ,748 Cronbach's Alpha if Item Deleted ,851 ,835 ,835 ,840 ,832 Cronbach's Alpha if Item Deleted ,798 ,771 ,783 ,812 Cronbach's Alpha if Item Deleted ,831 ,807 69 NTKS 11,92 6,485 ,676 ,840 NTKS 11,72 6,784 ,729 ,814 Reliability Statistics Cronbach's N of Alpha Items ,889 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Correlation Item Deleted Deleted YD1 11,61 6,641 ,745 ,863 YD2 11,71 6,487 ,736 ,865 YD3 11,73 6,101 ,749 ,862 YD4 11,69 6,119 ,803 ,840 4.2 K t EFA v i bi c lập ầ KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig ,932 3654,69 253 ,000 Total Variance Explained Initial Eigenvalues Extraction Sums of Rotation Sums of Squared Loadings Squared Loadings Component Total % of Cumula Variance tive % % of Total Varianc e Cumulati ve % 11,238 48,859 48,859 11,238 48,859 48,859 % of Total Varianc e Cumulati ve % 4,554 19,801 19,801 70 1,440 6,262 55,121 1,440 6,262 55,121 3,904 16,974 36,774 1,066 4,633 59,754 1,066 4,633 59,754 3,250 14,132 50,906 1,019 4,432 64,185 1,019 4,432 64,185 3,054 13,279 64,185 ,918 3,993 68,178 ,766 3,329 71,507 ,705 3,065 74,572 ,627 2,728 77,301 ,605 2,629 79,930 10 ,527 2,293 82,223 11 ,493 2,142 84,365 12 ,463 2,012 86,376 13 ,452 1,965 88,341 14 ,387 1,682 90,023 15 ,351 1,525 91,548 16 ,319 1,387 92,935 17 ,310 1,346 94,282 18 ,270 1,173 95,455 19 ,253 1,098 96,554 20 ,244 1,062 97,615 21 ,208 ,906 98,521 22 ,196 ,852 99,374 23 ,144 ,626 100,00 Extraction Method: Principal Component Analysis Rotated Component Matrixa QT4 QT3 TD3 QT5 TD5 QT2 TD2 ,705 ,689 ,651 ,650 ,636 ,550 ,533 Component ,514 71 QT1 CCQ3 CCQ1 CCQ2 CCQ4 TD4 TD1 NTKS NTKS NTKS NTKS NT1 NT4 NT3 NT2 NT5 ,525 ,787 ,764 ,720 ,583 ,541 ,723 ,693 ,692 ,640 ,803 ,609 ,598 ,572 ,530 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations ầ KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity QT4 QT3 TD3 QT5 TD5 Approx Chi-Square df Sig Rotated Component Matrixa Component ,718 ,692 ,668 ,658 ,627 ,923 3233,71 210 ,000 72 QT2 QT1 CCQ3 CCQ1 CCQ2 CCQ4 TD4 NTKS NTKS NTKS NTKS NT1 NT4 NT3 NT5 NT2 ,544 ,529 ,793 ,760 ,736 ,597 ,521 ,725 ,688 ,678 ,654 ,776 ,643 ,590 ,586 ,582 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 4.2 K t EFA v i bi c lập KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of df Sphericity Sig Component Matrixa Compone nt ,839 554,359 ,000 73 YD4 YD3 YD1 YD2 ,896 ,861 ,858 ,853 4.3 K t Correlations YD NT QT CCQ Pearson ,644** ,813** Correlation YD Sig (2-tailed) ,000 ,000 N 249 249 249 Pearson ,644** ,727** Correlation NT Sig (2-tailed) ,000 ,000 N 249 249 249 Pearson ,813** ,727** Correlation QT Sig (2-tailed) ,000 ,000 N 249 249 249 Pearson ,710** ,608** ,698** Correlation CCQ Sig (2-tailed) ,000 ,000 ,000 N 249 249 249 Pearson ,753** ,679** ,748** Correlation NTK S Sig (2-tailed) ,000 ,000 ,000 N 249 249 249 ** Correlation is significant at the 0.01 level (2-tailed) NTKS ,710** ,753** ,000 249 ,000 249 ,608** ,679** ,000 249 ,000 249 ,698** ,748** ,000 249 ,000 249 ,660** 249 ,000 249 ,660** ,000 249 249 4.4 K t phân tích hồi quy Model Summaryb Mode R R Adjusted R Std Error of l Square Square the Estimate a ,853 ,728 ,724 ,43311 a Predictors: (Constant), NTKS, CCQ, NT, QT b Dependent Variable: YD ANOVAa DurbinWatson 1,864 74 Model Sum of Squares df Mean Square F Sig Regressio 122,641 30,660 163,451 n Residual 45,770 244 ,188 Total 168,410 248 a Dependent Variable: YD b Predictors: (Constant), NTKS, CCQ, NT, QT Model Coefficientsa Unstandardized Standar t Coefficients dized Coeffic ients B Std Beta Error (Consta ,125 ,156 nt) NT -,009 ,053 QT ,498 ,063 CCQ ,217 ,051 NTKS ,258 ,053 a Dependent Variable: YD -,009 ,474 ,208 ,266 Sig ,000b Collinearity Statistics Toleran ce ,805 ,421 -,167 7,960 4,242 4,900 ,868 ,000 ,000 ,000 ,423 ,314 ,462 ,377 VIF 2,364 3,185 2,166 2,653 Collinearity Diagnosticsa Mod Dimensi Eigenva Condition Variance Proportions el on lue Index (Consta NT QT CCQ NTKS nt) 4,936 1,000 ,00 ,00 ,00 ,00 ,00 ,026 13,861 ,94 ,01 ,02 ,03 ,08 ,016 17,393 ,00 ,29 ,01 ,80 ,04 ,013 19,482 ,05 ,49 ,00 ,08 ,70 ,009 23,394 ,00 ,22 ,97 ,09 ,17 a Dependent Variable: YD 75 76 4.5 Phân tích T-test ANOVA  G h YD  S h i i tính Nam Std Error Mean ,07913 ,06211 Group Statistics N Mean Std Deviation Std Error Mean ă V năm YD Group Statistics N Mean Std Deviation 122 3,6516 ,87407 127 4,1299 ,69995 ăm ăm h i 34 3,8897 ,73647 ,12630 107 3,6519 ,88805 ,08585 77 Descriptives YD N Mean Std Deviation Std Error 95% Confidence Interval for Mean Lower Bound ăm ăm hai ăm ăm cuối Total Minim Maxim um um Upper Bound 34 3,8897 ,73647 ,12630 3,6327 4,1467 2,00 5,00 107 3,6519 ,88805 ,08585 3,4817 3,8221 1,00 5,00 32 3,5781 ,80931 ,14307 3,2863 3,8699 1,00 4,75 76 4,3750 ,51072 ,05858 4,2583 4,4917 3,50 5,00 249 3,8956 ,82406 ,05222 3,7927 3,9984 1,00 5,00 Test of Homogeneity of Variances YD Levene df1 df2 Sig Statistic 1,651 245 ,178 ANOVA YD Sum of Squares Between Groups Within Groups Total df Mean Square F 27,049 9,016 141,361 245 ,577 168,410 248 15,627 Sig ,000 Multiple Comparisons Dependent Variable: YD LSD (I) SV (J) SV Mean Std Sig 95% Confidence Interval 78 năm năm Difference Error (I-J) ăm h i ,23784 ,14954 ,113 ăm ăm ,31158 ,18708 ,097 * ăm cuối -,48529 ,15672 ,002 ăm -,23784 ,14954 ,113 ăm h i ăm ,07374 ,15305 ,630 * ăm cuối -,72313 ,11395 ,000 ăm -,31158 ,18708 ,097 ăm ăm h i -,07374 ,15305 ,630 * ăm cuối -,79688 ,16007 ,000 * ăm ,48529 ,15672 ,002 * ăm cuối ăm h i ,72313 ,11395 ,000 * ăm ,79688 ,16007 ,000 * The mean difference is significant at the 0.05 level  Th Lower Bound -,0567 -,0569 -,7940 -,5324 -,2277 -,9476 -,6801 -,3752 -1,1122 ,1766 ,4987 ,4816 Upper Bound ,5324 ,6801 -,1766 ,0567 ,3752 -,4987 ,0569 ,2277 -,4816 ,7940 ,9476 1,1122 hậ Descriptives YD N 10 triệu Total Mean Std Deviation Std Error 95% Confidence Interval for Mean Lower Upper Bound Bound Minim Maxim um um 107 3,7640 ,72427 ,07002 3,6252 3,9028 1,50 5,00 33 3,6742 1,08701 ,18922 3,2888 4,0597 1,00 5,00 10 4,1500 ,72839 ,23034 3,6289 4,6711 2,75 5,00 99 4,0859 ,79872 ,08027 3,9266 4,2452 1,00 5,00 249 3,8956 ,82406 ,05222 3,7927 3,9984 1,00 5,00 Test of Homogeneity of Variances YD Levene Statistic 2,391 df1 df2 245 Sig ,069 79 Multiple Comparisons Dependent Variable: YD LSD ( ) Thu ( ) Thu nh p nh p ,08978 ,16127 95% Confidence Interval Lower Upper Bound Bound ,578 -,2279 ,4074 -,38598 -,32184* -,08978 -,47576 -,41162* ,38598 ,47576 ,06414 ,32184* ,26782 ,11294 ,16127 ,29236 ,16280 ,26782 ,29236 ,26874 ,11294 ,151 ,005 ,578 ,105 ,012 ,151 ,105 ,812 ,005 -,9135 -,5443 -,4074 -1,0516 -,7323 -,1415 -,1001 -,4652 ,0994 ,1415 -,0994 ,2279 ,1001 -,0910 ,9135 1,0516 ,5935 ,5443 - triệu ,41162* ,16280 ,012 - 10 triệu -,06414 ,26874 ,812 * The mean difference is significant at the 0.05 level ,0910 -,5935 ,7323 ,4652 - triệu < triệu - 10 triệu >10 triệu < triệu - triệu - 10 triệu >10 triệu < triệu - 10 triệu - triệu >10 triệu < triệu >10 triệu Mean Difference (I-J) Std Error Sig