Khám phá các nhân tố ảnh hưởng đến sự hài lòng của du khách du lịch tại làng mộc kim bồng hội an

- • ISSN:0866 - 7802 s6 (09) 03 - 2015 3 THANG 1 KY ISSN:0866·7802 S609 Tap chi • A' KIIH ,.1· 3·2015 _ A Ky,.HUA,. • To a soan & tri st.! 530 dai It) Elnh Duong, Phuong Hi<$pThanh, TP.Thu Dfiu Mt)t, tinh Elnh Duong Email: tapchiktktbd@edu.com ( 3THANG 1 KY) TBng Bien t~p PGSTSNB. Nguyen Thanh * Ph6 TBng Bien t~p TSNB. Trdn Thanh vo HQi dAng Bien t~p Thuong true: ThS Bid va Tung Chdn Cac uy vten: GS TS Nguyln Van Thanh GS TS Hoang Van Chdu GSTS Hoang Tht Chinh PGS ts. DJ Linh Hi?p PGS ts. Nguyen Qu6c ri PGSrS Pham Van DU()"c PGS ts.Phuong Ngoc Thqeh PGS TS Va Van Nht PGS TS Phuac Minh Hi?p PGS TS Phung Dinlt Man PGS TS Pham Minh Tiin TS u Bieh Phuong TS. DS Nguyen Tht Hfmg Huang TS. Nguyen Xudn Dung TS Nguyen Tuong Dung ns.u Tht Bieh Thily * ThU" ky Toa soan TS Nguyen Thi Ngoc Huang * Giiy phep hoat dong bao chi in S6: 36/GP-BTTTT ci p ngay 05.02.2013 S6 hrong in: 3000 cu6n *** Ch~ ban va in tai Nha in: Lien Tuong, Quan 6, Tp. HCM Ml)C Ll)C Trang Kinh ti- Kj thu{tt 1. Hti Nam Kluinl: Giao, is Thtii SO'II: Kham pha cac nhdn t6 anh huang tlin s~rhai long cua du khach du lich tai lang miic Kim Bong - H9i An 1 2. Huynh Xuiin Hifp: Chin" sacli tai khoa va tang tnrang kinh ti Viet Nal11trong nhicng niim gdll ddy : 11 3. Nguyln Ngoc Chduh: Cac nhdn t6 anh huang din su' hai long cua khach. hang ca nhdn dBi voi clulf IU(7ng dich Vll tai Eximbank - Tp. HCM 18 4. .D8 tu! Tht/Ilh I 7nl1, Ngllyln Himg L£Jc: Phat trdn ngu6n nhdn luc tai So' Van hoa - Thi thao - Du Itch tinh Kien Giang din niim 2020 26 5. Hoang Xuiin San, Hi; Thj Thanh Trttc: Phat triin cong nghiep 'u5 tra a Vi¢t NC/m - Nhdn thuc va tlnrc tilll 38 6. Vii Villi 17/{rC:Pilat triin nganh cong nghiep phu tra a Vi~t Nam 45 7. u Kim Anlt: Nghien c~ru ung dung b9 di~u khiin 6n dinh. h¢ th6ng cong sudt trong tli~u khiin cac nguon phdn tan 52 8. Truong Cdng Tllan, Trilll Minh Bao: Truy van huong d6i tuang dua tren d6 thi chic ky nhi phdn 59 Chinh. tri - Xii h9i 9. NgllyJII HfJlIg Nh{it: Nluin tlurc va VlJndung tu tuong . H6 Chi Minh v~"h9C tli lam viec" 67 10. Le TIli min: Giao due dai hoc vi su' phat triin h~n vimg trong b6i canli ngay nay 72 11. DB M(lIIh Hi,: ndp tuc ast mai, nang cao chcit IU(7ng day va hoc man tridt hoc Mac-Lenin a truang Dai hoc Ngo Quy~n hi~n nay 77 12. NguY%1I Tat, D(il1g f/ift Thanh: vcin d~ can ngutri trong di san viill hoa H6 Chi Minh 82 T/UJ;lg till Khoa hfiC - Duo tflo IS!;N:0866·7802 JOURNAL ~~:2~19J ECONOMICS · TECHNOLOGY Editorial Office and management 530 B'inh Duong Avenu. Hit$p Thanh Ward. ThU D~u M(>tCity, Blnh Duong Province (EVERY 3 MONTHS) Email: tapchiktktbd@gmail.com Editor - in - chief Assoc. Prof Dr. Nguyen Thanh * Deputy Editor - in - chief Dr. Tran Thanh Vu Editorial board Permanent MA. Bui Vu Tung Chan Member Prof.Dr: Nguyen Van Thanh Prof Dr. Hoang Van Chau Prof Dr. Hoang Thi Chinh Assoc.ProfDr. Do Linh Hiep Assoc.ProfDr. Nguyen Quoc Te Assoc.ProfDr. Pham Van Duoc Assoc.Prof.Dr Phuong Ngoc Thach Assoc.ProfDr. Vo Van Nhi Assoc.ProfDr. Phuoc Minh Hiep Assoc.ProfDr. Phung Minh Man Assoc.ProfDr. Pham Minh Tien Dr. is Bich Phuong Dr. Nguyen Thi Hang Huang Dr. Nguyen Xuan Dung Dr:Nguyen Tuong Dung MA. Le Thi Bich Thuy * Managing Editor D,: Nguyen Thi Ngoc Huang ** Publishing licence No: 36/GP-BTTTT Date 05/0212013 In number:3000copies ** Printing at: Lien TUOngprinting, District 6, HCM city TABLE OF CONTENNTS Page Economic - Technical 1. Ha Naill Kltanh Giao, Le Thai Son: Exploring the mainfactors affecting the tourists' satifaction at wooden trading village of Kim Bong- Hoi An city. 1 2. Huynh Xuan Hiep: Fiscal policy and economic growth in Vietnam in recent years 11 3. Nguyen Ngoc Canh: Title:factors affecting the customer satisfaction towards service quality of Eximbankin Ho Chi Minh city 18 4. Do Thi Thanh Viuh, Nguyen Hong Lac: Development of human resources at the Department of Culture - Sports - Tourism Province Kien Giang 2020 26 5. Hoang XtILI1I Son, 110 TIIi Thanb True: Industrial development assistance in Vietnam - awareness and practice 38 6. Vu Jim Thuc: Development of supporting industries in Vietnam 45 7. Le Kim Anh: Study 011 application 0.[ power system stabilizers for control of distributed generations 52 8. Truong Coug Tuan, Tran Minh. Bao: Object-oriented query processing based binary signature graph 59 Politics - Society 9. Nguyen Hong Nluu: Awareness and application of Ho Chi Minh s ideology about issue "study to work" 67 10.Le Thi Hien: Higher education for sustainable development today in context 72 11. Do Man" Ha: Continue to innovate, improving teaching and learning Marxist - Leninist Ngo Quyen university in today 77 12.Nguyen Tot, Dang Viet Thanh: Issues in human heritage Ho Chi Minh 82 Information Science - Training Kham pha cac nhan to , ", '" K? ? K KHAM PHA CAC NHAN TO ANH HUONG DEN SU . ",,?, "" HAl LONG CUA DU KHACH DU L~CHT~I LANG MQC ~ " KIM BONG - HOI AN Hit NamKhlinh Giao*, is Thai SO'n*'~ TOM TAT Nghien cuu tim hidu mot s6 nhiin t6 chu ydu tac dong tldn S1:l' hai long cua du khach khi thiim Lang ngh~ truyen th/ing Kim Bong- lang ngh~ n6i tieng v~ moc cua H6i An, bang viec khao sat 200 du khach tai ddy vao trung tudn thang 5 ndm 2013. Thang do SERVQUAL duac sir dung co tli~u chinh. Phuong phap phdn tich tl6 tin cdy Cronbach s Alpha, phan tich nhdn tJ kham pha EFA cung voi phdn tich h6i quy boi duac sir dung voi phuong tien la phdn m~m SPSs. Kdt qua cho thdy S1:l' hai long cua du khach adn thdm lang ngh~ nay chiu tac a6ng boi 3 thanh phdn duirc thd hien theo thic t~rtdm quan trong: (1) S¥ a6ng cam; (2) S¥ tin cdy; va (3) S~ bao dam. Nghien cuu a~ ra 1I16t s6 kdn nghi cho cac nha quan ly du lich fang ngh~ nh&m ndng cao chat IU9'ng dich V1:l ad lam tang S1:l' hai long cua du khach. Tir khoa: Kim Bong, du Itch cong tl6ng, su hai long, chat IU9ng dich V1:l, SERVQUAL EXPLORING THE MAIN FACTORS AFFECTING THE TOURISTS' SATIFACTION AT WOODEN TRADING VILLAGE OF KIM BONG - HQI AN CITY ABSTRACT The research aims at finding out the major factors influencing the tourists' satisfaction at Kim B6ng traditional trading village- one of the famous wooden trading village of H6i An City- by interviewing 200 tourists in May 2014,' SERVQUAL model was used adjustedly. The method of Cronbach s Alpha reliability analysis, Exploratoty Factor Analysis EFA, and multiple linear regression were used with SPSs. The result shows that the tourists' satisfaction at this trading village was affected by the main factors by the importance: (1) Empathy; (2) Reliability; and (3) Assurance. The research suggests some solutions for the management of the trding village to raise the service quality to enhace the tourists' satisfaction, Tir khoa: Kim Bong, du lien cong a6ng, S1:l' hai long, chat luong dicn V~I, SERVQUAL * PGS TS. Tnrang Dai H9C Ta! chlnh- Marketing, B<}Tai chinh. DTDD: 0903306363. Email: khanligiaohntiuyahoo.com •• Giang viell khoa Du lich. Truong Dai H9c Tai chinh- Marketing, B{>Tai chlnh. Email: sonpholo@gmail.com. Handphone: 0918399119 Tap chi Kinh te - Ity thu~t 1. TONG QUAN VE LANG NGHE M<)C KIM BONG Lang moc Kim Bong, xira goi Ia Kim B6ng CMu, nim a bo N am song Thu B6n. Ph~n Ion dfrt dai thuoc xa Cim Kim, thanh ph6 HQi An, each do thi c6 HQi An khoang 1 km duong song. Cu6i th6 kY 16, d~u th6 ky 17, nghe moc Kim Bong b~t d~u phat tri~n nhc SIJ phon thinh cua thuong cang HQi An. D6n th6 kY 18, nghe moc Kim B6ng da phat tri~n manh me va thinh dat thanh lang nghe voi ba nhom nghe r6 r~t: nghe mcc xay dung cac cong trinh kiSn true do thi, nghe moc dan dung va nghe dong tau thuyen moc. Ky thuat va ky nang che tac cua tho lang Kim Bong xira kia duoc th~ hien qua hang van cong trinh nha cira va kiSn true khap ca mroc. Tai do thi c6 HQi An, cac cong trinh hQi quan, chua chien, dinh lang, nha tho, la noi minh clnrng r6 nhfrt tai nghe d~p ve, trang tri nQi ngoai thfrt. Nhirng chim cong mua, Ly Ngir Vong Nguyet, cac Dire Thanh, cac linh v~t Long-Lan-Quy-Phung dSu do tho Kim B6ng thirc hien. Tai cac HQi quan Quang Trieu, MiSu Quan Cong hay tai cac dinh chua, nhfrng dieu kh~c Giao Long do tho Kim Bong thuc hien hSt sire s6ng dong voi d~y du cac chi tiet. V o-i ban tay kheo leo va nghe thuat tai hoa cua minh, tho moc lang Kim B6ng da gop phan tao nen mot ph6 c6 HQi An c6 kinh d~y quyen rii nlnr ngay nay. Khong chi bo hep trong pham vi Quang Nam, cac chS tac cua Kim Bong YUan xa ra pham vi ca mroc. Dac biet, da co rfrt nhieu tho da duoc tri~u dinh HuS moi ve thirc hien cac cung dien, dinh chua. Nam 2004, dS khoi phuc va phat trien lang nghe, thanh ph6 HQi An da l~p du an d~u tu khoi phuc va phat trien lang nghe truyen thong rnoc Kim Bong gin voi hoat dong du lich va duoc UBND tinh Quang Nam phe duyet. Trung tam lang nghe duoc xay dung khang trang tren manh dfrt d~u lang, hai t~ng kien c6, khong gian thoang mat, co th~ don mot hie hang tram khach du lich. Day la noi tnrng bay cac hien v~t lien quan dSn nghe moc Kim Bong, cung cfrp thong tin lich su lang nghe, la noi don tiep, huong d~n khach tham quan ve tham lang moc Kim Bong va la noi t6 ChtTC cac chuang trinh du lich cho khach trong va ngoai mroc. Thoi gian g~n day, co sa ha t~ng du lich tai lang moc Kim Bong da xuong cfrp tr~m trong. Khach du lich khong diroc chao don va gioi thieu cac thong tin lien quan dSn lang nghe nhir nhtrng nam truce, dieu nay anh huang rfrt Ion dSn san pham du lich cong d6ng cua thanh ph6 HQi An noi chung, lang moc Kim B6ng noi rieng, Theo thong ke, nam 2012 co ]0.030 luot khach dSn tharn quan lang moc Kim Bong, chi dat 35,7% so voi cung IcY nam ngoai, nhu vay, lang nghe moc Kim B6ng v~n con nhiSu kha nang hfrp d~n du khach trong va ngoai mroc, va dn nhieu bien phap d~ thu hut du khach. 2. co SO LY THUYET VA MO HINH NGHIENCUU V~ chit IU'Q'ng dich vu va S'.l· hai long cua khach hang Dich vu la kSt qua mang lai nho cac hoat dong tuong tac gifra nguoi cung cfrp va khach hang, ding nhir nho cac hoat dong cua ngiroi cung cfrp de dap img nhu du cua ngiroi tieu dung (ISO 9004-2: 1991E). Theo Christopher & Jochen (2004), dich vu la mot hoat dong kinh tS tao nen gia tri va mang lai loi Ich cho khach hang a mot dia di~m va thai gian nhfrt dinh bang each dap img nhirng mong muon cua nguoi nhan dich vu, Theo TCVN ISO 9000:2000, "Chizt luong fa mice d(J cua mot tdp h9P cae diJ,c tinh von 2 Kbem pha cac nhan to co ala mot san phdm, h? tht5ng hay qua trinh iJJ dap ung cac yeu cdu cua khach hang va cac ben lien quan ". Khi khach di du lich, ho su dung cac san pharn va dich vu du lich cua ben cung d p, k~t qua cua dich vu mang lai nho cac hoat dong nrong tac giita nguoi cung d p va du khach, ciing nhir nho cac heat dong cua ngiroi cung dp d~ dap irng nhu du cua ngiroi tieu dung (ISO 9004-2: 1991E). Mu6n do luong S\I hai long cua du khach, dn do hrong chM hrong cua dich vu, vi trong qua trinh tieu dung, ch,it hrong cua dich vu th~ hien trong qua trinh tuong tac gifra nha cung dp va du khach (Svensson, 2002). Nhi~u nha nghien ciru d6ng '1 voi khai quat cua Parasurarnan et al (1985) "cluj, luong dich V~I duac xac dinh boi S1! khac biet giica S1! mong doi cua khach hang v~ dicn v¥ va danli gia cua ho vJ dicli v¥ ma ho nhiin duoc ''. MQt trong nhirng 1'1 thuyet nguyen thuy v€ chat hrong dich vu la 1'1thuyet phan tich khoang each (Zeithaml et al., 1990), 1'1 thuyet nay cho rang khach hang hai long khi ho danh gia chat IUQ'ng dich vu ma ho nh~n duoc la bang hoac VUQ'tqua mong doi cua ho. Giao & Vii (2011) due k~t don gian v€ SlJ hai long cua khach hang nhir la diem gap nhau hay dien tich trung nhau gitta kha nang cua doanh nghiep va nhu du cua khach DQ tin cay (TC) Sir dap (rag (DU) Sir bao dam (BD) Su d6ng earn (DC) Phuong tien hfru hinh (RR) hang; hay la rmrc dQ trang thai earn giac cua mot nguoi bftt d~u tir viec so sanh k~t qua thu duoc ill san pharn/dich vu voi nhirng ky vong cua nguoi do. Giao & San (2012) dll ti~n hanh do luong ch~t hrong dich vu va su hai long cua khach hang tai Festival Hoa Da Lat voi thang do SERVPERF (Cronin & Taylor, 1992) 5 thanh phan, thang do likert 5 di~m cho th~y ch~t hrong dich vu cua Festival nay bao gem 5 thanh phan: (1) Phuong tien Inru hinh; (2) Su d6ng earn; (3) Sir dap trng; (4) DQ tin C?y va (5) Su bao dam. Tuy nhien, viec do hrong ch~t hrong dich vu cac diem d~n du lich se co nhung khac biet, vi nhirng di~m d~n nay co S\I khac biet voi nhau, nh~t la d6i voi mot lang ngh€ tham gia vao hoat dong du lich cong d6ng. Vi vay, d~ tim SlJ khac biet d6i voi ch~t hrong dich vu mot lang nghe tham gia vao du lich cong d6ng, c~ phai co sir di~u chinh cac bien quan sat dira tren thang do SERVQUAL cho phu hQ'P. Mo hinh nghien CUll d~ nghi duoc xay dung dua tren nhtrng ti~n d~ v~ 1.'1thuyet va thuc ti~n v~ su hai long cua du khach va duoc th~ hi~n trong hinh 1. Tuy nhien, cac bi~n quan sat trong md hinh nay chira duoc phan thanh nhom, dn duoc phan tich EFA lai d~ tach thanh nhom rieng biet. SU HAl LONG CUA DU KHAcH (HL) Hinh 1. M6 hinli nghien cuu d~ nghi 3 T~p chf Kinh te -I{y thuij,t 3. KET QuA NGHIEN CUu 3.1. Nghien cteu dinh tinh Trong nghien ciru sa bQ, tac gia dii dua vao thang do chuyen d6i nr thang do SERVQUAL, ti6n hanh nghien elm sa bQ bang thao luan nhom nghien ciru d€ xay dung thang do sa bQ va xay dung bang cau hoi. TiT bang cau hoi sa bo tac gia ti6n hanh phong v~n 50 du khach, sau do tham khao y kien chuyen gia d€ di€u chinh nr ngir cho bang cau hoi d~ hieu va phu hop, Tir k6t qua cua nghien ciru sa bQ, sau khi co di€u chinh, thang do chinh thirc cac khai niern nghien ciru duoc hinh thanh, chuan bi cho nghien ciru dinh luong. Cac bien quan sat (33 phat bieu) trong nghien ciru nay chira duoc phan thanh cac nhom C1,l th€ va c&n duoc phan tich nhan t6 kham pha a nghien ciru chinh thirc, Thang do Likert 5 diem thay d6i ill 1 = hoan toan khong d6ng y d6n 5 = hoan toan d6ng y duoc sir dung trong nghien ctru nay. 3.2. Khiio sat CUQCkhao sat duoc thuc hien a trung tu~n thang 5 nam 2013, 200 bang cau hoi duoc phat ra tai lang nghe Kim B6ng cho du khach tharn quan tai day voi phirong phap chon m~u thuan tien. K6t qua thu v~ 14] bang, 59 bang bi loai vi thong tin khong d~y du, 141 bang tra loi duoc suodung cho phan tich. 3.3. Mau nghien cteu D?c di€m mfiu nghien ciru duoc trinh bay trong bang 1 Bang t: Dijc adm m6u f)~c di~m A ' Ty I~ (%) Tan so Gi6i tinh Nam 63 44,7 Nu' 78 55,3 TuAi 18d~n35 78 55,3 36 d~n 45 35 24,8 46 d~n 55 8 5,7 56 c1~n65 17 12,1 Tren 65 3 2,1 Muc dich du lich Tham quan 101 71,6 Nghi dircng 15 10,6 Tharn than nhan 1 ,7 Kinh doanh 2 1,4 Khac 22 15,6 Noi CU' ngu B~c 19 13,5 Trung 33 23,4 Nam 21 14,9 Nurre ngoai 68 48,2 4 Kham pha cac nnen ta 3.4. Kiim djnh thang do va 1110 hinb do luirng K~t qua Cronbach's Alpha cua thang do chat hrong dich vu cua tang ngh~ moc Kim Bong duoc th~ hien trong Bang 2, d~u tir 0,908 tro len, cac h~ s6 nrong quan bi~n- t6ng d~u Ion hon 0,3, do do cac thang do d~u dat dQtin cay, va duoc sir dung trong buoc phan tich EFA (Nunnally & Burnstein, 1994). Bang 2: Kit qua II? s6 Cronbach s Alpha thang do cac thank phdn chat IU9'ngdich v¥ va su' hid long cua du khdch tham quan lang moc Kim Bong sa bi~n quan Cronbach's Tuoug quan t6ng-bi~n Thang do sat Alpha nho nhAt Ch5.tIUQ'ngdich VI,1 33 .944 ,373 Sv Hai long (HL) 5 .908 ,708 K~t qua sau l~n phan tich nhan t6 kham pha d~u tien (Exploratory Factor Analysis- EFA) cho thay co 6 nhan t6 duoc trich tai gia tri Eigen 1.026 va phirong sai trich diroc la 68,640%. Ki~m tra, loai bo cac bi~n quan sat TC2, TC4, TC5, TCIO, TCI4, TC15, TC21, TC24, TC28 vi co he s6 tai nhan t6 <0,5. Ti~p tuc phan tich EFA l~n 2, thang do chclt IUQ'l1gdich VI) lang moc Kim Bong co 4 nhan t6 diroc trich tai gia tri Eigen 1,025, plnrong sai trich duoc la 65,602%. K~t qua cho thclycac bi~n quan sat TCI, TCI8, TC20, TC27 co h~ s6 tai nhan t6 <0,5 nen loai bo, ti~p tuc phan tich EFA l~n 3. K~t qua phan tich l~n 3 cho thcly co 3 nhom nhan t6 duoc trich tai gia tri la 1,284 voi phirong sai trich duoc la 64,019%. Ki~m scat cac bien quan sat thay ti~p tuc co cac bien TC12 va TC25 co h~ s6 tai <0,5 nen loai boo Ti~p tuc thuc hien phan tich EFA l~n 4 cho thclyco 3 nhom nhan t6 duoc trich tai gia tri eigen 1,278 voi plnrong sai trich duoc la 67,343%. Ben canh do, h~ s6 KMO 1a0,826; gia tri sig = ,000 cho thay k~t qua phan tich nhan t6 dang tin c~y. Cac nhorn nhan t6 Xl, X2, X3 duoc tu~n nr d~t ten Ia Tin c~y (TC), SlJ d6ng earn (DC) va SlJ bao dam (BD) dua theo y nghia cac bi~n quan sat duoc (xem bang 3). Bang 3: Kit qua EFA va Cronbach s Alpha cua cac thanh phdn chat luong dich. v~ fang ngh~ moc Kim B61/g Bi~n quan sat H~ s8 tai nhan t8 ciia cac thanh ph~n TC DC BD TC3.SI,ftien IQ'iv~ v~n chuyen tai dia phuong ,583 TCc.Khach sari g~n cac lang nghe ,773 TC7.Ch5.t IUQ'ngphu hop voi gia phong ,891 TC8.PhOng sach se, tien nghi ,897 TC9.Cua hang an uong sach se ,610 TC II.c6 bao tang, khu hru niern d~ tham quan ,577 TC 19.C6 trung tam cham s6c sire khoe va ngoai hinh ,682 TC13.Ca sa san xuat cua lang ngh~ h5.pdfin ,576 TCI6.Du khach diroc hoc hoi, thao tac nghe ,909 5 Tap chi Kinh te . Ity thu~t TCI7. Du khach duoc tham gia vao cac sinh hoat cua ,720 gia dinh TC22. Du khach an toan khi di du lich 0 day ,828 TC23. Su niem no, hi~u khach cua nguoi dan dia phuong ,689 TC26. SI,!thanh binh cua dia phuong nh~t la v€ dem ,724 Eigenvalue 5,385 2,092 1,278 Phuong sai trich 41,423 57,513 67,343 Cronbach's Alpha ,882 ,785 ,797 K6t qua phan tich h~ s6 nrong quan thong ke Spearman's Rho a hinh 8 cho thay giira cac bi6n dQc l~p va bi6n phu thuoc co tuong quan voi nhau, dao dQng tir 0,530 d6n 0,606, khong vuot qua chi s6 di~u kien 0,85; clurng to r~ng gia tri phan biet da dat duoc, cac thang do trong nghien ciru nay do luong diroc nhfrng khai niern khac nhau. Bang 4: S1,J' tuong quan giica cac khai niem nghien CJ,/'u HL TC BC BB HL 1,000 ,606"" ,533"" ,530"" TC ,606"" 1,000 ,240"" ,561"" Spearman's rho BC ,533"" ,240"" 1,000 ,356"" BB ,530"" ,561"" ,356"" 1,000 * *. Tuong quan Spearman :~Rho co y nghia thong ke o' mice 0.01; n = 14 J 3.5. Kit qua phiin tich hai quy Cac bang 5,6, 7 trinh bay mo hinh h6i quy da bi6n d~y du v~ ch&tluong dich vu lang nghe moc Kim Bong. Mo hinh g6m 3 bi6n dQc l~p va mot bi6n phu thuoc. Bang 5: M6 hinh h6i quy da bid/l adyau M6 hinh R R2 R2 hieu chinh Sai s6 uoc hrong Durbin-Watson 1 ,719- ,517 ,506 ,60819 1,743 Bang 6: Bang ANOVA Model Sum of Squares df Mean Square F Sig. Regression 54,204 ,., 18,068 48,847 ,000- .) 1 Residual 50,675 137 ,370 Total 104,879 140 6 ~-===========~~~~ Kham pha cac nhan t6 Bang 7: Cac thong sc5 cua tung bitn trong mo hinli h6i quy H~ s6 chira H~ s6 dii chu~n Da ccng tuyen M6 hinh chuin hoa Sai s6 chu~n Gia tri t Gia tri DQ chap hoa p Sig. VrF B nh~n Constant ,223 ,303 ,736 ,463 TC ,341 ,071 ,334 4,781 ,000 ,724 1,382 DC ,383 ,063 ,390 6,104 ,000 ,862 1,160 BD ,244 ,081 ,217 3,011 ,003 ,681 1,469 K~t qua phan tich h6i quy a bang 5 cho thay R 2 = 0,517. KiSm dinh F cho th~y mire y nghia p=.OOO. KiSm tra hien nrong nrong quan o' bang 5 bang h~ s6 Durbin - Watson (1<1,743<3); nhu vay, mo hinh h6i quy phu hop voi dtr lieu thu thap duoc. H~ s6 xac dinh hieu chlnh cho thay dQ tuong thich cua mo hinh la 51,7%, hay cac bien dQc I~p giai thich duoc 51,7% phuong sai cua bien phu thuoc (Trong & Ngoc, 2008). Nhir vay, cac nhan t6 tac dong d~n ch~t lU911gdich vu, qua do dinh hinh sir hai long cua du khach khi tham quan lang nghe moc Kim Bong narn 2013 theo mo hinh h6i quy tuyen tinh: HL = 0,223 + 0,341 *TC + 0,383*DC + 0,244*BD Cac h~ s6 h6i quy d~u mang d~u dirong thS hien cac nhan t6 trong mo hinh h6i quy d~u co tac dong ty l~ thuan d~n ch~t hrong dich vu tai lang nghe. Bang 7 ding cho thay thanh phan tac dong manh nh~t la sir d6ng earn (~ = 0,383); ti~p d~n la S\T tin c~y W = 0,341) va bao dam W = 0,244). 3.6. Phiin tich muc i/p i/anh gill cua du kluich vJ cdc thanb ph/Ill Thong ke mo ta gia tri hung binh duoc S11 dung dS danh gia mire dQ earn nhan cua du khach v8 cac thanh phan neu tren. Bang 8 cho thay rmrc dQ danh gia cua du khach d6i voi cac thanh phan ve ch~t hrong dich vu tai lang moc Kim B6ng deu a rmrc kha. Nhin chung, du khach kha hai long (mean = 3,6695), trong do, rmrc dQ hai long cua du khach d6i voi cac thanh phan khac I~n IUQ't la sir tin c~y (mean=3,4012); sir d6ng earn (mean=3,3995); su bao dam (mean= 4,0449). Thanh phan co tac dong manh nhat d~n su hai long cua du khach diroc danh gia x~p thir ba sau cac thanh phan bao dam va tin cay, Nhu vay, co thS thay rang du khach mong iroc cac sinh heat, hoat dong san xufit cua lang nghe da dang hon, du khach duoc tham gia nhieu hon vao cac sinh hoat, hoat dQng san xuat cua lang nghe, thi ho se hai long hon nhir mong uoc cua ho la du lich tim hiSu nhirng net dai thuorig trong sinh hoat va nhung net d~c s~c trong nghe moc tai Kim Bong. Bang 8: Thc5ng k& mo ta vd danh gia cua khach hang ctc5i voi cae thanh pluin Thanh phan Mean Di) l~ch chuan s6 lUQ'llgkhao sat Tin c~y 3,4012 ,84824 141 D6ng earn 3,3995 ,88211 141 Bao dam 4,0449 ,76968 141 Hili long 3,6695 ,86553 141 7 [...]... vu dn mang duoc cac net du khach, Khi S\I S\I hai VI,l du long cua hai long cua du khach Ion, Iang nghe la van hoa cua ngiroi dan lang nghe noi rieng, kha nang quay tro lai cua ho dSn HQi An noi chung nhieu, thuong hieu lang nghe moc Kim Bong Lang nghe cling c~n nghien ciru cac giai noi rieng, ph6 c6 HQi An noi chung, ngay cang phap dS nguoi dan, du khach duoc hoa minh duoc quang ba rong rai khong chi... vay, cac nha quan khach, ho se r:it yen tam khi s~n sang tham 1'1 du lich, cac nghe nhan, cac quan lang nghe trong mot hay vai ngay khi dn co nhu duo Trong mo hinh xac dinh duoc, bay san pham; trung tu cac nha tho tQc, chinh nhan t6 nay co tac dQng manh thir hai sau trang khong gian san vuon, cay canh sao cho nhan t6 d6ng earn Ph6i hop voi nhan 16 tin hop 1'1, hip d~n, thu hut Cac san pharn trung cay,... cho du khach nhtr gh~ ngoi, nha S\I v~ sinh cong cong, khong dll d6 xu~t mot s6 gian cay xanh , y kiSn cho lang nghe, cac nha t6 clnrc, s~p xep lai cac quay ban hang hru t6 chirc tour, cac co sa san xuat, phuc niern, d6 thu cong my nghe sao cho hop ly, lich tai lang nghe, nham hoan thien, nang cao tranh tinh trang trung l~p; Trang phuc cua ch~t IUQng dich vu dS t6i da hoa nhan vien phuc vu dn mang duoc... hinh cho thfiy rang khi du khach dii bay hoac duoc ch~ tac dn co ch6 an, nghi, thong tin lien lac phu hop gioi thieu rong rai d6n du khach nlnr chim 119 r:it s~n long tham quan, tim hi~u v~ lang cong mua, nghe rnoc Kim Bong Thanh, cac linh v~t Long-Lan-Quy-Phung phirong 8 Co' sa san xuit t6 clnrc, s~p xep lai noi san xuat, tnrng L'1 Ngu dUQ"Cquang ba, Vong Nguyet, cac Dire Knem pha cac nhan t6 tai nhirng... Thie nluit, v~ cua lang nghe 4 KIEN NGHJ CHO LANG NGHE khach d~n voi ho Dap irng di~u nay, du khach S\X V\I thong tin lien lac; cung SO' san xuit moc co t6 chirc tham quan nghe Tit bang 8, nhan t6 dong cam duoc danh gia dp thap nhat trong cac nhan t6, nlnrng theo mo tien di chuyen giifa cac di~m tham hinh thi day lai la nhan t6 co tac dong manh quan duoc lam t6t se tao nen long tin cho du nhit d~n su hai... khac di, khi ho chirc tham quan du lich dn chu y hon toi each du lich d~n tang nghe, ho duoc quan tam bang bai tri, quang ba cua cac di~m tham quan d~ each co nhieu chuang thu hut du khach nhu nha tnrng bay san pham, qua ky niem d~ mua sam, Thtr ba, v~ quang canh chung quanh diem tham quan d6ng thai, co s~n nhimg chuang trinh d~ du dQ chuyen S\X trinh phuc V\I va nhi~u bao dam: th~ hien qua trinh men,... tnrc ti~p tham niem no Du khach se hai long khi duoc quan gia vao, co nguoi huang tam, cham soc tai cac di~m san xuat dfuJ, giup do cong a lang viec, cong tac don tiep, t6 chirc cho du khach nghe; cac san pharn, dich cling sinh hO . trien lang nghe, thanh ph6 HQi An da l~p du an d~u tu khoi phuc va phat trien lang nghe truyen thong rnoc Kim Bong gin voi hoat dong du lich va duoc UBND tinh Quang Nam phe duyet. Trung tam lang. i/anh gill cua du kluich vJ cdc thanb ph/Ill Thong ke mo ta gia tri hung binh duoc S11 dung dS danh gia mire dQ earn nhan cua du khach v8 cac thanh phan neu tren. Bang 8 cho thay rmrc dQ danh. quay ban hang hru niern, d6 thu cong my nghe sao cho hop ly, tranh tinh trang trung l~p; Trang phuc cua nhan vien phuc vu dn mang duoc cac net van hoa cua ngiroi dan lang nghe noi rieng, HQi An