Các nhân tố tác động đến sự hài lòng của du khách đến phố cổ hội an

- 56 (06) 6 - 2014 3 THANG 1 KY , . BI It DUONG ECD M CS NO EC NUL GYIVERS TV T~p chi ."" ••• UOUQ" S606 6·2014 Toa soan & tr] slj 530 dai lQ Blnh Duong, Phuong Hi~p Thanh, TP.Thu Dftu MQt, tlnh Blnh Duong' (3 THANG 1 KV) Email: tapchiktktbd@gmail.com Tang Bien t~p PGS TSNguyln Thanh * Ph6 Tang Bien t~p ThSNB. Trdn Thanh Vii HQi dAng Bien t~p Chu tich: ts. ViiTi Xiin Cac uy vien: GS TS Nguyen Van Thanh GSTS Hoang Van Chdu GS TS Hoang Tht Chinh PGS TS Db Linh Hiep PGSTS Nguyln Quoc Ti PGS TS Pham Van Dirac PGST§t-Phucmg Ngoc Tht;lch . PGs:rs Va Van Nhi PGSTS Phuac Minh Hi?p PGSTS Phung Dinh Man PGSTS Phan Minh Tiin TS is Bich Phuong TS DS Nguyln Tht H6ng Huang TS Nguyen Xuan Diing TS Nguyln Tuong Diing ThS Bui Vii Tung cta« ThS t.e Tht Bich Thuy * ThU' ky Toa soan ThS Nguyen Tht Ng9c Huang ** Giay phep hoat dong bao chi in S6: 36/GP-BTTTT C~p ngay 05.02.2013 S61uqng in: 3000 cuon *** Ch~ ban va in t~i Nha in: Lien TUOng, Quan 6, Tp. HCM MVCLVC Trang Kinh ti 1. Le Kim Long, DB Xuiin Vinh: So sanh. hieu qua sdn xuat cua cac mo hinh tr6ng lua Tai huyen Tan Hiep tinh Kien Giang 1 2. Le Thai Sun, Ha Naill Khdnh Giao: Cac nhdn t6 tac:a6ng ain Slf hai long cua du khack ain ph6 c6 H6i An 9 3. Nguyin Quac Nghi, Nguyin Diim Phi, Nguyin Ngoc Minh: Gidi phdp ruing cao chat IU971g dich. v¥ Trung tam Chan doan y khoa thanh'pM can ThO' 21 4. Nguyin Thl Diim nu« Tran Thanh Vii, Nguyin Th] Ngpc Chung: Ap dung h? thong xip hang Camels dank gia hoat a6ng cua cac ngdn hang thuong mai Vi?tNam giai doan 2008 - 2012 34 5. Nguyin Quang DlJi:Nhiing yiu t6 thdnh. cdng hay that bai khi ap dung the adm can b5ng (BSC) tai Vi?tNam 46 6. Trinh Thuy Anh: Dai mai trutrng Dai h9C- Tie goc nhin quem tri chiin luac 56 7. Dao Duy Huiin: Tai CO' cdu ciing nghiep tinh Hiiu Giang giai doan tit niim 2015 ain ndm 2020 65 8. . Vi}Thu Phung: Anh huang cua miii truang kdm soat ain tinh hiiu hieu va hieu qua cua hoat a6ng tai tgp doan Dien luc Vi?tNam 77 Ky thu~t - Cfmg ngh? 9. Luu Tri Anh, Nguyin Vinh Xuiin Tien: Nghien cuu ann huang phdt thai CO 2 ain nhiet a6 khi quyen va muc nuac biin dang 96 Nghiell cku - Trao oJi 10. Le Thanb DlJt:Phdt huy tinh tich cue sang tao trong h9C tdp va nghien CUucua sinh vien thong qua viec day, h9C toan l06 11. Nguyin Thl Tuirng Duy: Tu tutrng H6 Chi Minh vd mo' rong quan II?h9P tac, him nghi vo-icac nuac 117 ThOng tin Khoa hpc - Dao tlJO 12. Nguyin Quyh Thfmg: H9Cnhom nhu thi nao cho hieu qua 121 13. Le Thi An: H6i thi giao vien day gioi "Gidi thutrng Va Minh Dice" ndm 2014 124 14. Thanh Hang: Li bi giang ndm h9Cva trao bdng tat nghiep 126 Cae nhall to , A K', A K '" CAC NHAN TO TAC DONG DEN SO HAl LONG ? , -", K~· A CUA DU KHACH DEN PHO CO H<)I AN is Thai SO'n*, Hit Nam Khanh Giao" TOM TAT Nghien CUu su dung phuong phap phdn tich cdu true tuyen tinh (SEM) di kiem dinh m6i quan h¢ giiia chdt IU(Yngdicn v~ cua didm din du lich va Slf hai long cua du khdch din thdm ph6 c6 Hoi An. Thang do SERVQUAL (Parasuraman & ctg, J 988) duoc su dung co di~u chlnh. Nghien cuu su dung cac phuong phap phdn tich dtJtin ct;iyCronbach s Alpha, phdn tich nhdn t6 khdm pha EFA,phdn tich nhdn t6 khdng dinh CFA va kidm dinh mo hinh cdu true tuyen tinh SEM Kit qua cho thdy su hai long cua du khach din du lich tai Hoi An chiu tac dtJng boi 2 thanh phdn duoc thd hien theo thtr tlf tam quan trong: (1) DtJ tin ct;iy;(2) Si: Bao dam. Nghien CUu d~ ra mot s6 kiin nghi cho cac nha quan If;va cac t6 chiec kinh doanh du lich cua phd c6 Hoi An nh6m ndng cao chdt IU(Yng dich v~ dd lam tang Slf hai long cua du khdch. " Tic khoa: ph6 ca H~i An, sit' hiti long, chin IU'{J'ng dich V{l, EFA, CFA, SEM THE FACTORS AFFECTING THE SATISFACTION OF TRAVELLER WHO VISIT H(>I AN ABSTRACT This research uses structural equation modelling (SEM) to test the correlation between service quality of the tourism destination and the satisfaction of the tourists who have visited Hoi An ancient town. SERVQUAL scale (Parasuraman et al, J 988) was used correctedly. The research also uses the methods of Cronbach s Alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and SEM The result shows that the tourist satisfaction has been affected by 2 factors: (1) Reliability; (2) Assurance which were ranked by the importance. The research also raises some suggestions to the management and the tourist businesses at Hoi An in order to enhance the satisfaction thorugh enhancing the service quality. Key words: Hoi An ancient town, satisfaction, service quality, EFA, CFA, SEM * ThS. Giang vien khoa Du Lich, Truong Dai h9C Tai Chinh - Marketing Tp. H6 Chi Minh * * PGs. TS. Truong Dai h9C Tai Chinh - Marketing Tp. H6 Chi Minh 9 Tap chi KinJi Ii- Ky thu(lt 1. TONG QUAN VE THANH PHO H(HAN Hoi An la mot trong hai thanh ph6 cua tinh Quang Nam, Ph6 c6 HOi An diroc UNESCO cong nhan la Di san van hoa th~ gioi. Ngay 4/12/1999, UNESCO dff ghi ten quan thS kien true Do thi c6 HOi An vao danh muc Di san van hoa th~ gioi voi tieu chi danh gia: Hoi An con bao t6n kha nguyen ven mot di san van hoa duoc bieu hien g~n k€t gitra di san van hoa vat thS voi di san van hoa phi v~t thS mang y nghia doc dao, la "mot bao tang s6ng" t<;10thanh nhirng gia tri n6i b~t, virot troi toan duo Cac di san van hoa v~t thS tieu bieu co th~ k~ d~n nhu chua C~u, nhirng nha c6 Phung Hung, T~n Ky, Quan Th~ng , cac HQi quan Phuc Ki~n, Trung Hoa, TriSu Chau, Quynh Phu va Quang Dong va cac lang nghe nhu g6m Thanh Ha, moc Kim B6ng, y~n Thanh Chau. D6i voi van hoa phi v~t thS thi con ngiroi HOi An la mot phan khong thS thi~u dS t<;10nen mot di san van hoa th~ gioi HOi An. Ngiroi HOi An voi ban tinh that tha, hieu khach., luon dS lai mot ~n nrong kho phai trong long du khach khi d€n tham quan a day. Ngoai ra, HOi An con co net van hoa ~m thirc d~c s~c, mot sir k~t tinh gitra tinh hoa van hoa ~m thirc cua cac dan toc, t<;10nen mot nen ~m thirc mang net rieng. Net rieng nay duoc thS hien tnroc h~t la viec su dung cac san v~t dia phuong vao cac btra an hang nay, t<;10nen nhfrng mon dac san doc dao nhu Cao Lau, Pho, banh trang d~p, hen tron, che bap, my Quang; Cac l6i hat d6i dap, hat ho khoan, cac l~ hoi van hoa dan gian; Cac hoat dong mang tinh van hoa phi v~t thS mang d~m ban s~c van hoa dia phuong dff khang dinh duoc thuong hieu "rieng co" cua HOiAn nhu "Dem ph6 c6", "Ph6 khong co tieng dong co", l~ hoi duong pho, den l6ng, may mac. Theo s6 lieu thong ke, hrong khach d~n tham quan HOi An trong giai doan nr nam 2008 - 2012 dat t6c dO tang tnrong binh quan tang 6,60%/ nam. Nam 2012, t6ng hrot khach d~n tham quan HOi An dat 1.338.587 hrot, trong do khach quoc t~ la 680.235, khach noi dia la 708.352. Mac du hrong khach d~n tham quan HOi An co tang, nhung hrong khach luu tni tai HOi An co xu huang giam, neu nam 2008 binh quan ngay khach luu tru Ia 2,47 thi d~n nam 2012 thi chi con 2,27 ngay, DiSu nay co thS th~y mot phdn nao san pham du lich HOi An va chat hrong dich vu chua da dang, chua loi keo du khach a lai. Do vay, viec nghien ciru cac nhan t6 cua chat hrong dich vu anh huang d~n su hai long cua du khach la r~t dn thiet trong giai doan hien nay. 2. CO Sa L Y THUYET vA MO HiNH NGHIENCiru 2.1. Diim din du Ijch Gatrell (1994) dinh nghia diSm d~n la nhirng vung dia ly co nhfmg thuoc tinh, tfnh nang, sir h~p d~n va dich vu dS thu hut ngiroi su dung tiem nang. Trong each nhin chi~n hroc, Buhalis (2000) cho rang diSm d~n la h6n hop cua san pham dich vu, cung dp tich hop kinh nghiem cho ngiroi tieu dung. Page & Connell (2006) dinh nghia diem d~n la mot h6n hop co cac d~c diSm dong goi s~n sari pham dich vu, kha nang ti~p can, thu hut, tien nghi, cac hoat dong va dich vu h6 tro. Nhu vay, mot diSm d~n phai co mot pham vi nhat dinh vS co sa va dich vu cu thS dS cung dp cho du khach. Do do, ngay nay co nhieu thanh pho, diSm d~n lien tuc duy tri, cai ti~n cc sa cua ho dS duy tri loi th~ canh tranh, qua do dS diSm d~n ti~p tuc duy tri vi tri thi tnrong cua minh. 2.2. vJ chat luong djch v¥ va Sl,l' hai long cua khdch hang Dich vu la k~t qua mang lai nho cac hoat t t t r ( 1, b d 10 Cae nhan fo dQng nrong tac gitra ngtroi cung dp va khach hang, cling nhu nho cac hoat dong cua nguoi cung dp d€ dap irng nhu cfru 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 6 mot dia di€m va thai gian nhAt dinh bang each dap irng nhtrng mong muon cua ngiroi nhan dich vu. Theo TCVN ISO 9000:2000: "Chat luong la mire a(j cua mot tdp h9'P cac a(jc tinh v6n co cua miit san phdm, h¢ thong hay qua trinh a~ dap tmg cac yeu cdu cua khach hang va cac hen lien quan". Khi khach di du lich, ho phai sir dung cac san pham va dich vu du lich cua ben cung cAp, kSt qua cua dich vu mang lai nho cac hoat dQng urong tac gifra nguoi cung dp va du khach, cling nhu nho cac hoat dong cua ngiroi cung dp d€ dap irng nhu cfru cia ngiroi tieu dung (ISO 9004-2: 1991E). Mu6n do hrong su hai long cua du khach, cfrn do hrong chAt hrong cua dich vu, vi trong qua trinh tieu dung, chAt hrong cua dich vu th€ hien trong qua trinh nrong tac gitra nha cung cApva du khach (Svensson, 2002). Nhi~u nha nghien ciru d6ng y voi khai quat cua Parasuraman et al (1985) "chat luang dich V1:l duoc xac dinh boi su' khac biet giiia Sl! mong dai cua khdch hang v~ dich v¥ va dann gia cua ho v~ dich. v¥ ma ho nhdn duac". MQt trong nhfrng ly thuyet nguyen thuy v~ chAt hrong dich vu la ly thuyet phan tich khoang each (Zeithaml et al., 1990), ly thuyet nay cho rang khach hang hai long khi ho danh gia chAt hrong dich vu rna ho nhan duoc la bang hoac virot qua mong doi cua ho. Giao & Vi} (2011) due kSt don gian v~ sir hai long cua khach hang nhir la diem g~p nhau hay dien tich trung nhau gitra kha nang cua doanh nghiep va nhu cfru cua khach hang; hay la rmrc dQ trang thai earn giac cua mot ngiroi bit dftu ill viec so sanh k~t qua thu duoc ill san pham/dich vu voi nhfmg ky vong cua nguoi d6. Giao & Son (2012) da tien hanh do IUOng chAt hrong dich vu va su hai long cua khach hang tai Festival Hoa Da Lat voi thang do SERVQUAL (Cronin & Taylor, 1992) 5 thanh phan, thang do Likert 5 diem cho thay chAt hrong dich vu cua Festival nay bao gom 5 thanh phan: (1) Phuong tien hiru hinh; (2) Sir d6ng earn; (3) Su dap irng; (4) DQ tin C?y va (5) Sir bao dam. 2.3. Phuong phdp nghien cteu Ki€m dinh dQtin c~y thang do Cronbach's alpha diroc sir dung d€ loai bo bien rac truce khi tien hanh phan tich nhan t6. Cac biSn c6 h~ s6 nrong quan t6ng -bien (Corrected item total correlation) nho hem 0,3 se bi loai. MQt thang do c6 dQ tin C?y t6t khi n6 biSn thien trong khoang [0,70 -0,80]. NSu Cronbach alpha> hoac = 0,60 la thang do c6 th€ chap nhan duoc v~ mat tin c~y (Nunnally & Bernstein 1994) Phan tich nhan t6 kham pha (Exploratory Factor Analysis - EFA) diroc sir dung d~ xac dinh cac nh6m tieu chi danh gia chAt hrong dich vu tai di€m dSn du lich HQiAn. EFA dung d~ rut gon mot t?P k bien quan sat thanh mot t?P F (F<k) cac nhan t6 y nghia hem. CO's6 cua viec rut gon nay dira vao m6i quan h~ tuyen tinh cua cac nhan t6 voi cac biSn quan sat. Phan tich nhan t6 khang dinh (Confirmatory Factor Analysis -Ia mot trong cac ky thuat thong ke cua mo hinh cAu true tuyen tinh (SEM). CFA cho cluing ta ki€m dinh cac bien quan sat (measured variables) dai dien cho cac nhan t6 (constructs) t6t dSn rmrc nao, Phuong phap CF A duoc sir dung d~ khang dinh lai tinh don bien, da bien, gia tri hoi tu va phan biet cua bQthang do danh gia chAthrong dich vu tai di~m dSn du lich HQiAn. 11 Tap chi Kinh ti - Ky th~t Mo hinh du true tuyen tinh (Structural equation modeling -SEM) diroc sir dung d€ kiem dinh mo hinh nghien CUudffd~ xuat. Mo hinh du true chi r5 m6i quan h~ gitra cac bien tiem An (mot khai niern diroc do hrong dira tren nhieu bien quan sat) voi nhau. S1)'Bao dam (BD) DQ Tin cay (TC) S1)'D6ng earn (DC) S1)'Dap irng (DU) Phuong tien hiru hinh (HH) Cac gia thuyet dn c1m!c ki~m djnh: Hl: S1)'bao dam co tac dong thuan chieu dSn S1)'hai long cua du khach H2: DQ tin c~y co tac dong thuan chi~u d€n S1)'hai long cua du khach H3: S1)'d6ng earn co tac dong thuan chi~u dSn sir hai long cua du khach H4: S1)'dap irng co tac dong thuan chieu dSn S1)'hai long cua du khach H5: Phuong tien hfru hinh co tac dong thuan chi~u d€n S1)'hai long cua du khach 3. KET QuA NGHIEN CUu 3.1. Nghien cteu djnh tinh Trong nghien ciru So' bo, tac gia dff dua vao thang do chuyen d6i tir thang do SERVQUAL, ti€n hanh nghien ciru sa bQ bang thao luan nhom nghien ciru d€ xay dung thang do So' bQ va xay dung bang cau h6i. Tir bang cau hoi So' bQ tac gia tien hanh 2.4. Mo hinh nghien cteu Mo hinh nghien ciru d~ nghi diroc xay dung dira tren nhirng tien d~ v~ 1'1 thuyet va thirc ti€n cua HQi An neu tren va duoc th~ hien trong hinh 1. sir HAl LONG CUA DU KHACH(HL) c, Hinh 1. M6 hinh nghien cuu d~ nghi phong vfrn 50 du khach, sau do tharn khao y ki€n chuyen gia d~ di~u chinh tir ngtr cho bang cau hoi d€ hi~u va phu hQ'P. Tir k€t qua cua nghien CUusa bQ, sau khi co dieu chinh, thang do chinh tlnrc cac khai niern nghien CUudiroc hinh thanh, chuan bi cho nghien CUudinh luong. Cac t~p biSn quan sat (30 phat bieu) cu th~ do hrong tren thang do Likert 5 diem thay d6i ill 1 = hoan toan khong d6ng '1 d€n 5 = hoan toan d6ng y. 3.2. Khdo sat CUQCkhao sat duoc thirc hien trong thang 512013, 200 bang cau hoi diroc phat ra tai diem Ph6 c6 HQi An voi phuong phap chon miu thuan tien. D6i tuong diroc phong vfrn la du khach ill trong va ngoai mroc dSn tham quan, nghi duong tai day. K€t qua thu v~ 150 ban, 50 ban bi loai vi thong tin khong d~y du, 150 ban diroc sir dung cho phan tich. do ch, bi~ ca: dui Bu 12 Cae nhan '1:'0 ••• Mau nghien cuu D~c diem m~u nghien ciru duoc trinh bay trong bang 1 Bang 1: Dac diem m~u Giai tinh So hrong Tyl~% Nam 71 47,3 Nfr 79 52,7 T6ng cong 150 100,0 DSn ill So hrong Tyl~% B~c 15 10 Trung 22 14,7 Nam 13 8,7 Niroc ngoai 100 66,7 Tong cong 150 100,1 Muc dich So hrong Tyl~% Tham quan 86 57,3 Nghi duong 37 24,7 Tham than nhan 3 2 Kinh doanh 4 2,7 Khac 20 13,3 T6ng cong 150 100,0 c 3.3. KiJm djnh thang do va mo hinb do luang KSt qua Cronbach's Alpha cua cac thang do chat luong dich vu cua Hoi An dat 0,923 cho 25 bien quan sat, cac h~ s6 tuong quan bien- tong dSu Ian hon 0,3. Do do tclt ca cac thang do dSu dat d('>tin cay, va duoc su dung trong buoc phan tich EFA (Nurmally & Burnstein, 1994). 3.4. Phiin tich nhiin ta Phan tich EFA lftn 4 cho kSt qua KMO = 0,872, gia tri eigen = 1,019,phuang sai trich diroc 67,091. Co 4 nhom nhan t6 phan tich diroc va diroc d~t ten dua vao ~p h9'P cua cac bien quan sat (Bang 2). Co mot s6 bien bi loai (TCl, TC3, TC4, TCl2, TC13, TC20, TC22, TC8, TC2) Trong bang tren, cac bien quan sat TC5 va TC17 co ySu t6 tai gftn voi 0,5 va no y nghia quan trong trong mo hinh dS nghi nen khong tiSn hanh loai be cac bien nay. Bang 2. Ma trdn cac nhdn t6 Nhan tfi Bi~n quan sat HUUHINH DONGcAM TINC~Y BAoDAM TC5 ,499 TC6 ,829 TC7 ,580 TC9 ,585 TC10 ,731 TCll ,599 TC14 ,817 13 1 Tap chi Kinh Ii . Ky Ihu9i TC15 ,641 TC16 ,816 TC17 ,490 TC18 ,966 TC19 ,557 TC21 ,587 TC23 ,612 TC24 ,831 TC25 ,763 DQ tin c~y 0,866 0,818 0,744 0,778 3.5. Phiin tich nhiin ta khdng dinh (CFA) Bang 3. K~t qua ki~m dinh gia tri phdn biet giiia cae nhdn t6 trong mo hinh Estimate SE CR P-value HAl LONG < > HUU HINH 0,177 0,058 14,304 0,0000 HUU HINH < > DONG CAM 0,163 0,058 14,339 0,0000 HUU HINH < > BAa DAM 0,355 0,048 13,421 0,0000 TIN CAY < > HUU HINH 0,231 0,054 14,116 0,0000 TIN CAY < > BAa DAM 0,214 0,055 14,184 0,0000 DONG CAM < > BAa DAM 0,295 0,051 13,798 0,0000 HAl LONG < > DONG CAM 0,313 0,050 13,693 0,0000 TIN CAY < > DONG CAM 0,299 0,051 13,775 0,0000 TIN CAY < > HAl LONG 0,219 0,055 14,165 0,0000 HAl LONG < > BAa DAM 0,272 0,052 13,923 0,0000 * Do luong tinh don hurrng va IDfrC dQ phu hQ'p cua IDO hinh: Phan tich khang dinh nhan t6 CFA co ket qua Chi-binh plnrong = 343,012 voi 177 bac tv do, P-value=O.OOO < 5% dat mire y nghia thong ke. Tuy nhien, theo Hair va cong S\I (2010) cac chi s6 GFI, TLI, CFI co th€ < 0,9 la co th€ chap nhan duoc. Nhu v~y voi k€t qua GFI= 0,827, TLI=0.878, CFI=0.897 la co th€ chap nhan; CMIN/df=I,938. Chi s6 RMSEA= 0.079 «0.08) (Hair & cong S\I, 2010). Theo ThQ va Trang (2008), voi 4 chi s6 phan tich neu tren, mo hinh phan tich kham pha tren diroc (Nguon didu tra tu du khach thimg5/2013) xem la phu hop voi dtr lieu thi tnrong va dat tinh don huang. * Do hrong dQ tin c~y: Voi d9 tin c~y diroc tinh toan 6 tren cua cac nhom sau khi phan tich EFA, ta thay gia tri cronbach alpha cua cac nhom nhan t6 dao dong ill 0,744 d€n 0,869. Do do thang do dat duoc d9 tin cay, * Do hrong gia tr] hQi tu: Cac trong s6 chuan hoa cua thang do deu cao (>0.5), va cac trong s6 (chira chuan hoa) deu co y nghia thong ke vi gia tri P<5% (Gerbring va Anderson, 1998) nen cac bien quan sat do hrong SIJ hai long cua du khach d~n ph6 c6 14 Caenharrto Chi-square= 343,012; df= 177; P= ,000; Chi-square/df= 1,938; GFI= ,827; TLI= ,878; CFI= ,897; RMSEA= ,079 Hinh 2. Kit qua CFA cua thang do chdt luong dich v¥ diim din ph6 c6 H9i An (ail chuan hoa) HOi An dSu dat gia tri hoi tu. K~t qua phan tich cling eho thay P_value < 0.05 nen h~ s6 tuong quan cua nrng e~p khai niem khac biet so voi 1 a do tin e~y 95%. * Gia tr] phan bi~t: K~t qua ki€rn dinh gia tri phan biet gitra cac bien trong mo hinh toi han th€ hien trong Bang 2. T§t ca cac h~ s6 tirong quan tree IU<)1lglien k~t voi sai s6 chu~n (SE) cho p dSu <0.05 nen h~ s6 nrong quan cua nrng e~p khai niem khac biet so voi 1 a do tin cay 95%. Do do, cac khai niem dat diroc gia tri phan biet. Nhu vay, qua k~t qua CFA mo hinh do hrong eh§t IU<)1lgdich vu du lich tai Hoi An, cac thang do hrong bao g6rn: do tin e~y, SlJ dap irng, S1,l' d6ng earn, hfru hinh va SlJ bao dam dSu phu hop dfr lieu thi tnrong, dat tinh don huang, dam bao gia tri hoi tu, dam bao do tin cay va gia tri phan biet, 3.6. Phiin tich mo hinh et1u true tuyin tinhSEM Nghien ciru sir dung mo hinh e§u true tuyen tinh SEM d€ danh gia rmrc dO phu hop cua mo hinh nghien ciru va kiem dinh cac m6i quan h~ trong mo' hinh. K~t qua phan tich SEM voi df= 1777, Chi-square = 342,012 va Chi-square/df = 1,938 < 2, RMSEA = 0.079 nen khang dinh mo hinh phu hop voi dfr lieu thi tnrong. 15 Tap chi Kinh Ii - Ky Ihu(d Hinh 3. Kdt qua kidm dinh mo hinh cau true SEM v~ chat luong dich v¥ ph6 c6 H9i An (ail chuan hoa) chi-square= 343,012; df= 177; P= ,000; chi-square/df= 1,938; GFI=,827; TLI= ,878; CFI= ,897; RMSEA= ,079 ,58 e17; BAO DAM/ ' Bang 4. Kidm dinh' m6i quan h¢ giiia cac khai niem trang mo hinh nghien CLm Estimate S.E. C.R. P HAL LONG < HUU HINH -,230 ,133 -1,725 ,085 HAL LONG < DONG CAM ,083 ,110 ,759 ,448 HAL LONG < TIN CAY ,404 ,168 2,396 ,017 HAL LONG < BAa DAM ,496 ,158 3,149 ,002 Tir bang 4, ta thay gia tri p cua cac khai niem Hiru hinh va d6ng earn la IOn hen 0,05, Nhu v~y, m6i lien h~ cua cac khai niern da: khong dat duoc ky vong v~ mat Iy thuyet. Nh~m hra chon mo hinh co gia tri phu hop hon nen nhirng m6i quan h~ khong co y nghia thong k.e se bi loai khoi mo hinh. Loai bo hai nhom nhan t6 nay khoi mo hinh va chay kiem dinh mo hinh SEM I~n mra, ta co k€t qua trong hinh 4. 16 [...]... gian cay xanh, canh quan Cac nha quan 1'1,t6 chirc kinh doanh du dp cac san pham - dich vu tai tai cac diem tham quan, nghi dirong, cac diSm vui choi lich cling dn luu '1 d~u nr them cac chuang giai tri San pham - dich vu da dang dap irng trinh bi~u di€n nghe thuat mang d~m net van duoc mong doi cua du khach se gop phan lam hoa HQi An d~ du khach thuong HIm, khong hai long du khach chi tai HQi An. .. ciru co thS cho th~y nhirng quan, nghi dirong Du khach cling dt chu '1 irng dung thirc tien tac dong d~n su hai long d~n sir an ninh, an toan khi du lich, tham quan cua du khach nhir sau: tai cac di~m du lich nen cac t6 chirc quan 1'1, Thtr nhdt, dQ Tin cay th~ hien kha nang kinh doanh du lich lam t6t diSu nay se tao nen cung dp cac dich vu phu hop, dung han ngay long tin cho du khach, ho se r~t yen Him... nha quan 1'1va cac t6 chirc phat trien them cac san pharn dac trung lam kinh doanh du lich tai ph6 c6 HQi An HQi An qua hru niem cua HQi An, nhirng san pham ti~p tuc cung c6 long tin cua du khach bing nay chi xu~t hien duy nhat tai HQi An, viec co each ngay cang nang cao hon dQ tin cay, nghia ducc mot mon qua leY niem dQc dao, rieng co la quan 1'1 t6t hon cac co sa hru tru, nang nhir v~y se lam du khach... nghi, xung quanh cac diem tham quan, dn tao ra cac dich vu tien Ich nhu thong tin lien lac, sir them nhieu dich vu tien ich cho du khach nhtr an toan, giao tiep voi khach hang phai duoc 18 VI,l du lich Cae nnsn to quan tam d~c biet Vi chinh doi ngii nay se cang duoc quang ba rong rffi khong chi trong g6p phan nang cao ch~t IUQ'ng dich vu, lam mroc ma can viron ra quoc tS g6p phan phat cho du khach hai... Cling, dn tang cuong them viec dao s6 hrong va ch~t hrong phong nghi voi gia phu hop Ngoai ra dn tang cuong them cac tao, huan luyen nhan vien phuc phuong tien van chuyen, thong tin lien lac, tai cac di~m du lich cua HQi An, lang nghe, huang d~n thich hop d~ dap irng nhu du cua Cu Lao.Cham theo huang ngay cang chuyen du khach khi tham quan tai day Ben canh do, nghiep, viec cung dp cac dich vu an, nghi,... nghien ciru mo hinh du dinh trong viec tim hi~u cac nhan t6 anh tac dong manh nhat, tiep dSn la, S\I true tuyen tinh SEM dff cho thay earn nhan huong dSn cua du khach v~ tung ySu t6 cua cac thanh lich ph6 c6 HOi An Tuy nhien, nghien ciru phan tac dong dSn v~n can mot s6 han chS la s6 m~u nghien ciru S\I hai long cua du khach S\I hai long cua du khach khi du kien cho cac nha duoc tai day can kha khiem ton;... phat cho du khach hai long hon khi ho dSn HOi An trien hoat dong du lich cua thanh ph6 Cu6i 4.2.Kit lu~n Nghien ciru nay dff xac dinh diroc cac nhan cung, nghien ciru dff g6p phan b6 sung mot t6 anh huang dSn S\I thuc nghiem v~ ch~t hrong dich vu mot diem dSn du lich, di~n hinh la ph6 c6 HOi An trong hai long cua du khach b6i canh hien nay dSn du lich tai HOi An nhir sau: dO tin cay co bao dam Nghien ciru... ma ca nhirng di~m lang nghe 4 KIEN NGHJ CHO cAc NHA TO CHUCDULJCHHQIANVAKETLU~N 4.1 Nhiing kiin nghi thuoc thanh ph6 HQi An Chfnh day la each Tir k~t qua nghien ciru va thao luan neu du cua ho la d~n dS xem va diroc tham du d~ du khach diroc hoa minh song cling nguoi dan HQi An, Du khach se hai long hon vi nhu tren, nghien ciru co th~ dong gop mot vai ki~n vao cac hoat dong Ben canh do, cling dn nghi... l~y m~u quan 1'.1, ac t6 chirc kinh doanh du lich nham c theo phuong phap thuan tien nen mire do dai ngay cang hoan thien, nang cao ch~t hrong dien cua m~u chira cao Cac nghien ciru nrong dich vu d~ t6i da h6a hai long cua du lai se tang rmrc do dai dien, tang quy mo m~u hai long cua du khach la IOn thi va mo rong pham vi khao sat dSn cac dia di~m kha nang quay tro lai cua ho dSn ph6 c6 HOi du lich khac... ch6 an, nghi; d~n du lich tai HQi An Trong nghien ciru nay, h~ thong thong tin lien lac thuan 19i; cung dp thanh phan tin c~y duoc danh gia cao thir hai phirong tien di chuyen gifra cac diem tham sau sir Bao dam Hinh 5 Kit qua mo hinh nghien cuu v~ su hai long cua du khach thdm ph6 I S\l £lap img (£lU) ~ c6 H(Ji An . , S1!HA.ILONG CUADU I KHACH(HL) DQ Tin cay (TC) ' Thte hai, v~ sv dap irng: nhan t6 . HOi An vao danh muc Di san van hoa th~ gioi voi tieu chi danh gia: Hoi An con bao t6n kha nguyen ven mot di san van hoa duoc bieu hien g~n k€t gitra di san van hoa vat thS voi di san van hoa phi. khoan, cac l~ hoi van hoa dan gian; Cac hoat dong mang tinh van hoa phi v~t thS mang d~m ban s~c van hoa dia phuong dff khang dinh duoc thuong hieu "rieng co" cua HOiAn nhu "Dem ph6. Trung tam Chan doan y khoa thanh'pM can ThO' 21 4. Nguyin Thl Diim nu« Tran Thanh Vii, Nguyin Th] Ngpc Chung: Ap dung h? thong xip hang Camels dank gia hoat a6ng cua cac ngdn hang thuong