San pham du lich trai nghiem ddng sang tao ciia du khach la sff ke't hdp ciia toan bd trai nghiem d diem de'n, bao va nhffng danh gia ciia bp dd'i vdi thffc gdm nhieu phan doan rieng b[r]
(1)Nhu cau va thai cua du khach doi v6i hoat dong trai nghiem
du Ijch dong sang tao d diem den Da Nine
^ - ^ PHAJVl THj LAN HCfdNG *
VO LE X U A N SANG" TRCTdNG DINH QOOC BAG"*
Tom tat
Bdi vie't nghien cdu nhu cdu cda du khdch chdu A vd chdu Au dd'i vdi du lich trdi nghiem dong sdng tqo, ludng thdi cda du khdch dd'i vdi thvtc trqng cung dng trdi nghiem dong sdng tqo cda diem de'n du lich TP Dd Ndng Ket qud nghien cdu di xudt cdc gidi phdp mang tinh dng dung vd hdm y chinh sdch cho cdc ca quan qudn ly nhd nUdc vd doanh nghiep kinh doanh linh vytc du lich tqi TP Dd Ndng nhdm nang cao khd ndng cung idig trdi nghiem dong sdng tqo tqi Thdnh phd
Tuf khoa: nhu cdu, thdi do, trdi nghiem du lich dong sdng tqo, diem de'n Dd Ndng Summary
The paper studies the needs of Asian and European travelers for co-creation tourism experience, and measures visitor's attitudes toward the supply of co-creation tourism experience of Da Nang destination The result suggests several applicable solutions and policy implications for state management agencies and tourism enterprises in Da Nang city so as to improve capacity to provide the aforementioned experience in the city
Keywords: need, attitude, co-creation tourism experience, Da Nang destination JL GIOI THIEU chan khach du lich lffu tru dai hdn, ddng thdi ldi keo sff
trd lai cua khach du lich tffdng lai Trai nghiem du lieh ddng sang tao la
loai hinh dich vu da xua't hien nhieu tren CO SO LY THUYET VA PHU'ONG PHAP the gidi, nhffng cdn kha mdi me d Viet NGHIEN CLfU
Nam O Viet Nam, mdt vai dia phffdng
da ffng dung, nhien, chi mang tinh ca Cgsd ly thuyet
nhan, tff phat, hieu qua chffa thffc sff cao Trdi nghiem du lich dong sdng tqo
Nhan tha'y dffdc van de dd, nghien cffu Trai nghiem du lieh la mdt boat ddng giai tri da se khao sat du khach va ngoai chffc nang, lien quan de'n giai tri hoac hpc tap, hoac ca nffdc, dac biet du khach de'n tff cac nffdc hai, cho mot ca nhan Cac san pham cd ban du chau A va chau Au ve nhu cau du lich lich la nhffng trai nghiem diem de'n San pham du lich trai nghiem ddng sang tao ciia du khach la sff ke't hdp ciia toan bd trai nghiem d diem de'n, bao va nhffng danh gia ciia bp dd'i vdi thffc gdm nhieu phan doan rieng biet, ehang ban nhff: chd d, trang cung ffng du lich trai nghiem ddng phffdng tien di lai, diem du lich hap din, diem giai tri sang tao ciia diem de'n Da Nang de de va dich vu an ud'ng Cdn ddng sang tao la mdt qua trinh xua't cac giai phap ddng bd cho loai hinh tffdng tac vdi nhu cau va tap trung lien quan de'n it nha't dich vu Tff dd, nang cao thffdng hieu hai tac nhan san sang tich hdp ngudn life tham gia vao du lich Da Nang, gdp phan tao dffng hinh cac hinh thffc hdp tac dac biet cung cd ldi de tao gia anh diem de'n mdi la, hap din va niu tri cho hp (Frow va cdng sff, 2015)
"TrUdng Dai hoc Kinh te Dai hoc Da N i n g I Email: phamthilanhuong@due.edu.vn "Trffdng Dai hoc Tai chinh K e t o a n
"* Tru'dng Dai hoc Kinh te Dai hoc Da N i n g
Ngdy nhdn bdi: 13/11/2018; Ngdy phdn bien: 15/11/2018; Ngdy duyet ddng: 21/11/2018
(2)BANG 1: SCr CfA THICH CAC HOAT DONG DO LICH T R A I NGHIEM DONG S A N G TAO
Thich
BQiong thich
Total Missing Total
T^n sua't
113
2
115 317 432
Ty le (%)
26.2
0.5
26.6 73.4 100.0
Tv lg hofp m (%)
98.3 1.7 100.0
Ty lg tich luy (%)
98.3 100.0
Nguon: Ket qua di&u tra cua nhom tac gia
Theo dinh hffdng kinh doanh, ddng sang tao du lich bao gdm viec xem xet khach du lich nhff la san sang tham gia thie't ke, san xua't va tieu thu mdt trai nghiem (Eraqi, 2011) hoac de cdng tac vdi td chffc viec tao san pham mdi va cac dich vu (Santos-vijande & Rodriguez, 2012) Do dd, viec gidi thieu cac boat ddng ddng sang tao vao hoat ddng kinh doanh dffdc xem la ddi hdi phai thay ddi nang life quan ly va hanh vi cua nhan vien Nhff vay, theo nghia nay, ddng sang tao trai nghiem du lich cd the dffdc xem la xay trffdc, va sau chuyen di (Neuhofer va cdng sff, 2012) va dffdc thffc hien bang viec huy ddng ta't ca cac mang Iffdi va quy trinh cua td chffc d diem de'n de khuye'n khich sif tham gia cua ngffdi tieu diing viec tao gia tri (Eraqi, 2011)
Nhu cdu vd thdi cda du khdch dd'i vdi trdi nghiem du lich ddng sdng tqo
Nhu cau cua khach du lich dd'i vdi dich vu du lich trai nghiem ddng sang tao la trang thai thie'u hut ndi tai ve nhu cau van chuyen, lffu tru, an ud'ng hay tham quan giai tri Nhffng nhu cau bao gdm cac thudc tinh, nhff: loai hinh, van hda, chat Iffdng, thdi diem, gia ca, each thffc td chffc, tie'p can Nd xua't phat tff sff gia tang cua khach du lich ve md'i quan tam dd'i vdi tai san van hda phi vat the; trai nghiem, tham gia hpc hdi van hda dia phffdng; cac hinh thffc tieu dilng va cac td chffc boat ddng kinh te mdi; cac yeu cau ve kie'n thffc va mang Iffdi xa hdi
Thai dp dffdc dinh nghia nhff la mdt khuynh hffdng tarn ly dffdc the hien qua viec danh gia mdt thffc the cu the cd mffe dp ffu hoac khdng ffu (Chen va cdng sff, 2011) Nhff vay, thai dp ciia du khach dd'i vdi du Uch trai nghiem ddng sang tao la phan ffng ciia du khach theo each thuan ldi hay bat ldi Dd la nhffng niem tin ciia du khach ve thffc trang, ldi ich chffc nang cua dich vu du lich sang tao
PhUOng phdp nghien cdu
Nghien cffu thffc hien khao sat du khach chau A va chau Au tham gia trai nghiem du lich tai diem de'n Da Nfng khoang thang 01-05/2018 Nhdm tac gia da dieu tra 432 du khach theo phffdng phap lay mau thuan Uen Dap vien dffdc yeu cau tra ldi cac cau hdi bang each dffa cac Iffa chpn difa tren ban cau hdi cd san de thu thap y kien khao sat du khach ve nhu cau trai nghiem du lich ddng sang tao ddi vdi diem de'n Da Nang va danh gia ciia khach du lich ve thffc trang cung ffng trai nghiem ddng sang tao ciia Da Nang Mlu nghien cffu dffdc lay trffc tie'p tff du khach thdng qua cac dia diem, nhff: nha ga, san bay, khach san, diem tham quan, giai tri, diem du lieh va mot sd ndi khac cd du khach TP Da Nang Phan mem SPSS 22 dffdc sff dung
de phan tieh thdng ke, md ta dff Ueu (Bai vie't sd dung cdch vie't sd thdp phdn theo chudn qud'c te)
KET QUA NGHIEN CLfU
Nhu cdu trdi nghiem du lich dong sdng tqo cda du khdch
Bang cho tha'y, cd de'n 317 ngifdi (chiem 73.4%) chffa tffng tham gia cac boat ddng du lieh ddng ddng sang tao Tif dd cho tha'y, cac boat ddng du lich sang tao cdn kha mdi me so vdi du khach Nhffng khach du lich tffng tham gia hoat ddng du lich ddng sang tao chu ye'u den tff khach qudc te, dac biet la cac nffdc chau Au, cdn d Viet Nam, sd ngffdi biet de'n cac hoat ddng du lich kieu rat it Vdi gan nhff ta't ca sd ngffdi (98.3%) tffng tham gia trai nghiem du lich dong sang tao dffdc khao sat cho rang, hp thich cac boat ddng Dieu cho tha'y, mffe dp hai long cao trai nghiem cac boat ddng va dieu dff bao nhu cau trai nghiem du lich dong sang tao se rat ldn va kha thi ne'u dffdc ap dung td't tai thi trffdng du lich Da Nang
Trong 37.1% du khach tffng tham gia boat ddng du lich trai nghiem dong sang tao, cho rang, hp thich tham gia hoat ddng du Uch ddng sang tao vi tham gia Cling ban be, nen tha'y vui ve va cd 22.1% du khach cho rang, mud'n trai nghiem nhif ngffdi dan dia phffdng la ly hp thich tham gia boat ddng du lich ddng sang tao Ben canh dd, cd 44.9% sd dap vien mong mudn trffc tie'p tham gia sdng va hoat ddng tai nha ngffdi dan ban dia, day cung loai hinh chie'm ty le cao nha't Tie'p theo, lo^i hinh trffc tie'p tham gia mot budi hoc nau mdn an dac san tai nha hang va tnfc tie'p tham gia cac boat ddng the thao dac biet td chffc tai Da Nang deu chiem 41.9% Qua dd cd the tha'y rang, da sd khach du Uch thich dffdc trai nghiem, thich kham pha nhffng cai mdi d nhffng ndi khach du lich thdng thffdng khdng hay lui tdi
Cd 57.6% dap vien cd nhu cau trai nghiem dffdc sif khac biet giffa cac vdng mien, 44.9% la trai nghiem va bie't ban chat ciia boat ddng Ngoai y kien khac thi nhu cau lam quen va ke't ban chiem ty le tha'p nha't (32.2%) Cac dap vien tham gia boat ddng du lich ddng sang tao hp cd nhu cau cao ve viec trai nghiem, kham pha Hp khdng chi kham pha cu6c sdng ciia ngffdi dan tai cac vung mien, ma edn kham pha chinh ban than, md
46
(3)Kinhte vaDiHiao
cd hdi tim hieu, hpc hdi va giao lffu tff chinh nhffng trai nghiem ay Vi vay, ty le dap vien cd the va san sang tham gia la rat cao lan Iffdt la 44.9% va 36.6% Cdn nhffng dap vien Iffa chpn khdng tham gia chie'm ty le rat tha'p (3.7%)
Trong loai binh du lich ddng sang tao, cd dap vien mud'n tham gia mdt vai cdng doan (chie'm 24.8%), cung cd dap vien mud'n tham gia trai nghiem ta't ca cac bffdc (chiem 27.8%), nhffng da sd'hp edn thudc vao thdi gian ciia chuyen di de quye't dinh tham gia mot vai hoac ta't ca cac bffdc va trffdng hdp chie'm ty le cao nha't (47.5%)
Dap vien mong mud'n cd quan chffc nang dffa cac quy dinh va dam bao an toan de du khach an tam tham gia, day la mong mudn chiem ty le cao nha't (56.9%) Thff hai, boat ddng homestay vdi ngffdi dan dia phffdng nen ed nhffng chi dan cu the ve phep tac dd'i vdi chu nha ndi hp se d, mong mudn chiem 50.7% Mong mud'n chie'm ty le tha'p nha't (19.7%) dd la, td chffc cac budi training cho khach trffdc du khach tham gia
Ke't qua dieu tra cung cho tha'y, so du khach Iffa chpn tif thie't ke' chuyen di theo mong mud'n eua minh (49.3%) va Iffa chpn tour du lieh se dffdc cdng ty Iff hanh cung cap the hien ehu de du lich ddng sang tao xuyen sudt hanh trinh (49.8%) cd ty le gan nhff ngang bang
Thdi dg cda du khdch ddi vdi thUc trqng cung dng du lich trdi nghiem dong sdng tqo d diem den Dd Ndng
Bang cho tha'y, cd 39.8% sddap vien khdng bie't va 35.6% la chffa tha'y cac boat ddng du lich ddng sang tao xua't hien tai Da Nang, ty le cao hdn so vdi sd dap vien cd bie't (24.5%) Tff sd lieu cho tha'y, du lich ddng sang tao van chffa hinh mdt each rd rang d Viet Nam ndi chung va Da Nang ndi rieng Tai day cung da cd mdt vai hoat ddng du lich ddng sang tao, nhffng nd mdi dffdc khai thac mdt each nhd le, boat ddng cdn manh mun
Trong dd, cd 34.0% khach du lich bie't ve trai nghiem cac boat ddng the thao dac biet dffdc td chffc tai Da Nfng, nhff: Color Me Run, Danang Intemational Marathon, IRON Man Tie'p theo la trai nghiem sdng va boat ddng tai homestay d khu Hda Bac, Hda Vang, Da NSng chiem 30.1% Cac boat ddng cdn lai la trai nghiem mdt budi hpc nau mdn an dac san tai nha hang, resort va trai nghiem bieu diln tai Id hdi am nhac dffdng Bach Dang lan Iffdt chie'm
BANG 2: HOAT DONG DO LICH DONG S A N G TAO HIEN NAY d DA NANG
Co Chira Khong bie't Total TSn suS't 106 154 172 432
Tv lg (%) 24.5 35.6 39.8 100.0
Tv lg hrfD lg <%) 24.5 35.6 39.8 100.0 Tvlgtichluvr%) 24.5 60.2 100.0
BANG 3: MCifC DO PHONG PHU CCA cAC HOAT DONG DQ LICH TRAI NGHIEM
DONG SANG TAO d DA NANG
Rat khon^ dong v Khong dong v Khong V kie'n Dong V Rat dong V Total Missing Total
T i n sua't 22 40 28 14 106 326 432
Tv lg (%) 5.1 9.3 6.5 3.2 24.5 75.5 100.0
Tv lg hofp lg (%) 20.8 37.7 26.4 13.2 1.9 100.0 Tvlgtichluvt%i 20.8 58.5 84.9 98.1 100.0
Nguon: Ket qua dieu tra ciia nhom tac gia
ty le 17.9% va 16.7% Ngoai cac y kie'n tren, thi khach du lich cdn biet de'n cac boat ddng khac, sd khdng dang ke, chi chie'm 1.9% Vi vay, da sddu khach de'n du lich tai Da Nang thffdng khdng biet de'n
Mffe dp phong phu cua cac boat ddng du lich ddng sang tao tai Da Nang dffdc danh gia dffdi trung binh (Mean=2.38) (Bang 3) Trong dd, da sd khach du lich (58.5%) cho rang, cac boat ddng du Uch ddng sang tao d day chffa phong phu Ty le du khach khdng y kie'n cung kha cao, chiem 26.4%, cd the vi hp khdng biet het cac boat ddng du licU ddng sang tao d Da Nang nen chffa danh gia dffdc nd phong phu hay khdng Cdn lai ty le du khach cho rang, cac hoat ddng du Uch ddng sang tao tai Da Nang phong phu, chie'm ty le kha tha'p (15.1%) Dieu cho tha'y, boat ddng du lich ddng sang tao tai Da Nang cdn rat sd khai, chffa phong phu Vi day cdn la mot loai hinh du lich rat mdi tai Viet Nam ndi chung va Da Nang ndi rieng, cung nhff mdi vdi eac cdng ty du Uch va du khach
Khach du lich danh gia ve mffe dp ehuyen nghiep cua each thffe td chffc hoat ddng du lich ddng sang tao tai Da Nang tren trung binh (Mean=3.17) 37.7% du khach ddng y rang, each td chffc cac hoat ddng du lich ddng sang tao d day chuyen nghiep, nhffng cd tdi 38.7% hp khdng danh gia dffdc cd chuyen nghiep hay khdng Cach thffc td chffc cac boat ddng du lich ddng sang tao tai day dffdc khach du lich nhin nhan kha tich cffc ve mffe dp chuyen nghiep, nhffng mffe dp chffa cao Chi sd' trung binh tffdng dd'i cao (Mean=3.36) the hien cac boat ddng du lich ddng sang tao da phan thda man dffdc nhu cau cua khach du lich 55.6% du khach danh gia la cac boat ddng thda man nhu cau cua hp Nhffng cd tdi 19.8% ngffdi khdng biet cd thda man hay khdng Tff so' lieu tren ta tha'y, da so' cac boat ddng du lich ddng sang tao dap ffng dffdc nhu cau ciia du khach, nhien ty le chffa cao
Du khach cho rang, cac boat ddng du lich ddng sang tao tai Da NSng thinh thoang dffdc td chffc la cao nha't chie'm 36.8%, tha'p nha't cd 8.5% du khach cho rang, chiing dffdc td chffc xuyen sud't hanh trinh Dieu cho tha'y, cac boat ddng du lich ddng sang tao tai Da Nang dffdc td chffc vdi tan sua't chffa cao
(4)Du khach tra ldi khdng biet dffdc hdi ye tinh ket ndi giffa cac nha cung cap viec trien khai boat ddng du lich ddng sang tao tai Da Nang chiem 40.6% 25.5% idiach du lich khdng bie't dffdc hdi ve each thffc td chffc boat ddng du lich ddng sang tao Cdn lai 64.5% ngffdi biet, thi dd cd 47.2% du khach cho rang, cac boat ddng dffdc td chffc cd sif tham gia ciia cd quan quan ly du Uch phd', sd' cdn lai (27.4%) cho rang, tff doanh nghiep td chffc 46.2% khach du lich danh gia rang, ngffdi dan chii ddng hffdng din, gidi thieu de ket nd'i vdi du khach Vi Da Nang la mdt diem de^n hap din phat trien ve du lich, ngffdi dan d day cung dffdc danh gia la than thien va nhiet tinh
Cao nha't vdi cung ty le 28.1% khach du lich cho rang, hp hieu biet ve van hda, am thifc, ldi sd'ng dia phffdng va trai nghiem cam giac tuyet vdi tham gia cac boat ddng du lich ddng sang tao Vi cac boat ddng du lich sang tao dffdc td chffc chu yeu dffa tren sff dac trffng cua van hda dia phffdng ve ldi sd'ng, am thffc, van hda Chinh vi vay, du khach se dffdc trai nghiem va nhan dffdc nhieu ldi Ich tff dd
Nhin chung, khach du lich kha hai ldng vdi ldi ich ma hp nhan dffdc tham gia cac boat ddng du lich ddng sang tao, d mffe tren trung binh (Mean=3.47) Ty le ngffdi hai ldng chiem hdn mot nffa (54.7%), 25.5% du khach khdng y kie'n, cdn lai la 19.8% ngffdi cho rang, hp khdng hai ldng vdi ldi ich nhan dffdc tham gia cac boat ddng tai Da Nfng
Ngoai ra, cd 43.4% cho rang, hp hai ldng vdi boat ddng du lich trai nghiem ddng sang tao tai Da NSng Trong dd, ty le khach du lich rat khdng hai long chiem ty le thap nha't vdi 4.7% Tff ket qua cd the nhin nhan rang, boat ddng du lich ddng sang tao tai TP Da Nang hien da tffdng dd'i lam hai long khach du lich
KET LUAN VA MOT SO GIAI PHAP
Ke't qua nghien cffu da cung cap nhffng thdng tin cu the ve nhu cau du lich trai nghiem ddng sang tao va thai dp cua du khach ddi vdi thifc trang cung ffng trai nghiem du lich ddng sang tao d diem de'n Da Nang Cu the la:
Thd nhdt, dd'i vdi nhu cau du lich trai nghiem ddng sang tao, phan ldn cac du khach danh gia rang, hp ffa thich boat dong du lich tiai nghiem ddng sang tao va co mffe dp hai long cao da dffdc ttiam gia trai nghiem thffc te, da so du khach ra't thich thu vdi cac boat ddng du lich ddng sang tao Thd hai, nhin chung, khach du lich danh gia cac boat ddng du lich ddng sang tao tai Da Nang chffa that sif hap din va ddc dao, cac boat ddng td chffc that sijf chffa chuyen nghiep
Vi vay, chung tdi dffa mdt sd ham y nham cai thien va thuc day boat dong du lich trai nghiem ddng sang tao d diem den Da Nfng nhff sau:
Mot Id, cac cdng ty du lich can tang cffdng cdng tac nghien cffu tim hieu nhu cau, thi bieu cua khach du lich, tff dap ffng mot each tdt nha't Theo do, cac cdng ty can cd chie'n Iffdc nghien cffu ky lffdng de dffa cac boat ddng phu hdp vdi hp hdn
Hai Id, can tao mdt Id trinh, ciing nhif phat trien cac chinh sach, ed che phii hdp thdng thoang thuan ldi de loai hinh dich vu du lich ddng sang tao trai nghiem phat trien Theo dd, cac cd quan du lich can nghien ciili de xua't cae quy dinh va nguyen tac kinh doanh cho loai hinh du lich trai nghiem ddng sang tao de dam bao an toan cho du khach tham gia trai nghiem Ket hdp vdi dd, chinh quyen va cac dd'i tffdng biJu quan nganh du lich can dffa cac chinh sach truyen thdng phu hdp de gia tang mffe dp nhan bie't ve nhiihg loai hinh du Uch ddng sang tao mdi dffdc dau tff va td chffc d diem de'n Da Nang Tuyen truyen van ddng khu vffc cdng ddng tich cffc lien ket vdi doanh nghiep de cung vtng nhifng trai nghiem van hda ddi sdng dac sac nhat cho du khach, khai thac td'i da hieu qua tai nguyen vat the va phi vat the.G
TAI LIEU THAM KHAO
1 Chen, C F & Chao, W H (2011) Habitual or Reasoned? Using the Theory of Planned Behavior, Technology Acceptance Model and Habit to Examine Switching Intentions Toward PubUc Transit
2 Eraqi, M I (2011) Co-creation and the new marketing mix as an innovative approach for enhancing tourism industry competitiveness in Egypt, International Journal of Services and Operations Management, 8(1),76-91
3 Frow, P., Nenonen, S., Payne, A & Storbacka, K (2015) Managing co-creation design: A strategic approach to innovation, British Journal of Management, 26, 463-483
4 Neuhofer, B., Buhalis, D & Ladkin, A (2012) Coneeptuahsing technology enhanced destination experiences, Journal of Destination Marketing & Management, 1(1-2), 36-46
5 Santos-vijande, M L., Alvarez, B A., & Rodriguez, N G (2012) Internal marketing as a driver of market orientation and co-creation culture in the tourism sector, African Journal of Business Management, 6(13), 4707-4716