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Phdn tich hdi quy bdi nham xem xet mtfc dp dnh htfdng cua tffng yd'u td' tac ddng dd'n stf hai long ve dich vu vd quyd't dinh ltfa chpn loai hinh Itfu trii cua khach hdng.. Kit qua ng[r]
(1)SlJ HAI LONG CUA KHACH DU LICH DOI VCfl SAN PHAM DICH VU LlJU TRtJ:
NGHIEN ClfU Cf HUYEN MOC CHAU, TiNH SCfN LA
• TO THE NGUYEN
TOM TAT:
Nghien cffu khao sat stf hdi ldng cua khach du lich ddi vdi dich vu liTu trii khdch san d Mdc Chau, Sdn La dffa trdn nhdm lidu chi danh gid: (1) Cha't Itfdng budng phdng; (2) An ninh, an loan; (3) Cd sd t^ng; (4) Nhan vidn phuc vu Ke't qua nghidn ctfu chi cdc yd'u td' chfi y^u tac ddng dd'n stf hdi long cua du khdch la: (1) Nhdm nhdn id" "Chd't Itfdng budng phdng" cd cdc tidu chi "Phdng ngu dtfdc vd sinh sach se, tidn nghi d^y di!i" va "Ga trdi gitfdng dtfdc thay mdi hdng ngay"; (2) Nhdm nhan to' "An ninh, an toan" cd tieu chi "Khdch san cd cau thang thodt hi^m"; (3) Nhdm nhan td' "Cd sd ting" cd cdc tieu chi "Khach san cd kd'l no^i internet khdng ddy td't", "Tivi hoat ddng t^t" va "May di^u hda nhidt dd hoat dpng td't" va (4) Nhdm nhdn td' "Nhan vien phuc vu " cd tieu chi "Nhdn vidn lich stf va than thien "
TiJf khda: Dich vu Itfu tru, stf hai long, nhdn td' kham pha, huydn Mpc Chau, tinh Sdn La
1 Tinh c3'p thie't cua de tai nghidn cffu Theo Hpi dong du lich va Iff hdnh thd'gidi (The Worid Travel & Tourism Council, 2017), long mffc ddng gdp cua nganh cho nen kinh td' thd' gidi dat khoang 8,5 nghin ly USD, ddng gdp 9.4% GDP cua the' gidi Trong do, theo sd' Hdu cua Tong cue Thd'ng kd 2017, Viet Nam ddn 12,9 tridu Iffdt khach qud'c te' vd phuc vu hdn 73 tridu ltfdi khdch ndi dia vdi tong mffc ddng gdp ttfdng dtfOngl4,3 ly USD, chie'm 6.8% GDP
Huyen Mdc Chau tinh Sdn La la ndi cd nhieu tiem nang, the' manh va stf phdt trien ve du lich Nam 2017, tren dia ban huyen Mdc Chau cd 476
cd sd Itfu tru, dd cd 80 khach san vdi 4.600 phdng va gan 400 nha nghi vdi 2.900 phong Doanh thu ttf dich vu du lich tang trtfdng manh me, td'c dp tang trtfdng binh quan 30-35% nam, Itfdng khach du lich dd'n huydn Mpc Chdu dat khoang 200 nghin Iffdt khach mdi nam (Chi cue Thdng k£ huydn Mdc Chau, 2017)
Tuy nhidn, d^ ngdnh du lich Mdc Chdu phdt tnen nhanh vd b^n vffng, chat Itfdng phuc vu can dtfdc chu y hdn, nham dap tfng thda man cao nhat cung nhtf cd dtfdc long trung ttf phia khdch hang De cd dtfdc nhffng thdng tin hffu ich cho cdc nha Idm chinh sach, nghidn cffu se tim hieu ro
(2)ve hdnh vi cua khach hang dd'i vdi cdc dich vu lifu tni Tff dd giup cdc nha lam dich vu itfu tru cd cdc giai phdp phu hdp vdi nhu cau khach hang
2 Sd'Udu va phtfdng phap nghien cffu 2.1 Thu thdp sd'lieu
Bang hdi dtfdc thie't kd'vdi thang Likert vdi mtfc (5 rat hai long, hai long, khd hdi Idng, khdng hdi long va la rat khdng hdi long) de Itfdng mffc dp quan trpng cua cac yd'u to md hinh
2.2 Phidtng phdp xd ly, phdn tich dU lieu Phan tich he so' tin cay Cronbaehs Alpha, xac dinh mtfc dp ttfdng quan giffa cdc muc hdi, lam cd sd loai nhffng bie'n quan sdt, nhffng thang khdng dat yeu cau
Phan tich nhdn td' khdm phd EFA (Exploratory Factor Analysis) xac dinh cdc thdnh phan gia tri lac ddng de'n quyd't dinh ltfa chpn dich vu Itfu tru cua khdch hang
Phdn tich hdi quy bdi nham xem xet mtfc dp dnh htfdng cua tffng yd'u td' tac ddng dd'n stf hai long ve dich vu vd quyd't dinh ltfa chpn loai hinh Itfu trii cua khach hdng
3 Kit qua nghiin ciiu vd thao luan 3.1 DU liiu khao sdt cua khdch hang Ida tru khdch san d MQC Chau, Scfn La
Dff hdu khao sal cua chung tdi cho biet nam gidi chid'm 53% vd nff chiem 47%, stf chdnh lech
KINH DOANH
khdng ddng kd giffa ti Id nam va nff khdch hdng d cac khach san tai Mdc Chdu Ngoai ra, dff lieu cung chi rang ti le khach Iffu tru da lap gia dinh chid'm dd'n 68%, dd khdch Itfu trti dpc thdn chi chie'm 32%,
Da so' du khach cd trinh dd hpc va'n cao, dd cao nha't la tnnh dp dai hpc vdi ti le 46%, tie'p dd la cao dang vdi 33%, trung cap chiem 17% va trung hoc thdng chid'm 4%
Trong so' 186 mdu dieu tra thi cd 70% la khach dd'n Mdc Chdu lan ddu lidn, 19% la khdch dd'n lan thtf va 11% la khdch dd'n nhilu hdn idn Vdi viec 19% khdch dd'n tff idn trd len ta da thd'y lln hieu ddng mtfng cho du lich Mpc Chau, dd Id ti Id khach quay lai khd cao, cho thd'y la mdt dia chi dang tin cay cua khach hang
3.2 Kiem dinh tin cqy cua cdc tieu chi ddnh gid sdhdi long dd'i vdi dich vu (hf so Cronbaehs Alpha- he sd'CA)
3.2.1 Kiem tra tin cay ciia tiiu chi Cha't luang budng phdng
Thang chat Itfdng budng phdng cd he so' CA dat 0.613 Trong sd' cdc bid'n thdnh phan deu cd ttfdng quan bie'n tdng Idn hdn dieu kien can thid't Id 0.3 Do dd cac bid'n tie'p tuc dtfdc sff dung cac phan tich tid'p theo (Bdng 1)
3.2.2 Kiem tra tin cay cua tieu chi An ninh vd bdo vi (Bdng 2)
Bang H$ so Cronbaehs Alpha cua tieu chi ChS't lUdng budng phdng
Nhom nhan i6ttiit nha't
Phong ngu duoc ve sinh sach se, tien nghi day du Ga trai giudng duoc thay m6i hang
Phuc vu toan th5i gian
0,613 Tmng binh thang
neu loai bien 12.545 12.872 12.341
Phuong sai thang neu ioai bien
2.499 2.505 2.498
Tuong quan bien tong
0.511 0.455 0.419
CAneu ioai bien 0.458 0.587 0.734
Bang H$ so Cronbaehs Alpha ciia tieu ch( An ninh va an toan
Nhdm nhan to thi^ hai
Khach s?n cd cau thang thoat hiem Khach san cd he thong phdng chay chQa chay, ehudng bao chay
Khach san cd nh§n vien bao ve true 24/24 va h^ thdng camera an nmh
0 723 Tmng binh thang
neu loai bien 12,607 12 677
12.606
PhUdng sai thang n i i j loai biSn
3.040 3.074
3.004
TiKJng quan bien tong
0.572 0.472
0.402 CAneu loai biSn
0.629 0.687
(3)Thang cd he sd'CA dat 0.723 vd ttfPngquan bid'n td'ng cua cac bid'n deu Idn hdn 0.3 Do dd, cac bie'n deu dffde sff dung phan tich tid'p theo
3.2.3 Kiem dinh tin edy cua tieu chi Casd hg tdng
nam khoang 0.5-0.9 Id thich hdp (Bdng 5) Can cff trdn gid tri Sig cua Icid'm dinh Barlett, ta cd the bac bd gia thuyd't cac bien khdng cd ttfdng quan vdi Chi sd' KMO Id 0.608 > 0.5; vay
Bang H% scT Cronbaehs Alpha etia tieu chf Cd sd tang
Nhom nhan to thO ba
Khach san cb ket noi internet Ichong day tot Tivi hoat dong tot IVIay digu hda nhiet
hoat dong tot
0 737 Trung binh thang
do neu ioai bien 3.279 360 3.811
Phuong sai thang do neu ioai bien
0.808 0.621 0.654
TUdng quan bien tdng
0.585 0.591 0.596
CAn^u ioai bien 0.629 0.610 0 688
Thang cd he sd CA dat 0.737 va ttfdng quan bien tdng cua cdc bid'n deu Idn hdn 0.3 Do dd, cac bid'n d^u dtfdc sff dung phan tich tid'p theo
3.2.4 Kiim dinh dd tin edy cua tiiu chi Nhdn viin phuc vu
Thang cd he so' CA dat 0.765 va ttfdng quan bie'n "Nhan vien lich stf va than thidn" va "Nhdn vidn cd trang phuc dep, gpn gang" tdng cua cac bien deu Idn hdn 0.3 Do dd, bie'n deu dtfdc sff dung phan tich tie'p theo Tuy nhidn bid'n "Nhdn vidn cd ngoai hinh ffa nhin" cd he so' ttfdng quan nhd hdn 0.3, nen bie'n se bi loai khdi md hinh va khdng sff dung d cdc phan tich tid'p theo
(Bang 4)
3.3 Phdn tich nhdn to EFA'
3.3.1 Kie'm dinh thang cdc nhdn td' dnh hudng den sU hdi long ve dich vu
He KMO (Kaiser-Meyer-Olkin) va Barietts dung de' danh gia tinh hdp ly cua cd sd dff lieu, dung cho phan tich nhan id' Bartlett (1950) cho rang gid tri cua kiem dinh KMO vd Barietts ndn
Bang Ket qua kiem dinh KMO va Barietts KIulO ludng
su lay mau
Kiem dmh Bartletfs
.608 Approx Chi-Square
Df Sig
3934.059 335 000
ta cd can cff tm cay rang, dff lidu phii hdp cho viec phan lich nhan td
3.3.2 Kh qud phdn tich nhdn to EFA (Bdng 6)
Nhdm nhdn td' thff nha^t cd gia tri dac tnfiig la 4.019 > va he sd CA Id 0.688 > 0.5 Dieu cho phep kd't luan rang mdi nhan id' va cac tidu chi ltfa chpn dung ddnh gia phdn tich Id cd y nghia Nhan to' bao gdm cdc tidu chi nhtf: "Phdng ngu dtfdc ve sinh sach se, lien nghi day du", "Ga trai gitfdng dtfdc thay mdi hdng ngdy", "Phuc vu toan thdi gian"
Nhdm nhan td'thff hai cd gia tri dac trffng bang 2.650 > va he sd CA la 0.626 > 0.5 Kd'l qud Bang H$ sd^ Cronbaehs Alpha cua tieu chl Nhan vien phgc vu
Nhom nhan to thUtU
Nhan vien Ijch su va than thien Nhan vien co trang phuc dep, gpn gang Nhan vien co ngoai hinh ua nhin
0 765 Tmng binh thang
do neu ioai bien 7,575 7,666 7,001
Phuong sai thang do n^u ioai bien
1,554 1,510 1.010
Tuong quan bilTn tong 0.570 0.579 0.219
CAneu ioai bien
0.716 0.707 0.607
(4)KINH DOANH
Bang Ket qua phdn tich nhan to kham pha
Cac tigu chi danh gia cua l<hach hang Phdng ngij duoc ve sinh sach se, tien nghi day diJ {xi} Ga trai gludng dupe thay m6i hang (x2) Phuc vu toan thdi gian (x3)
Khach san cd cau thang thoat hiem (x4}
Khach san co he thdng phong chay chfla chay, chuong bao chay (x5} Khach san co nhan vl&n bao v& true 24/24 va he thong camera an ninh (x6) Khach san c6 l<et ndi internet khong day tdt (x7)
Tlvt hoat dpng tdt (x8)
May dl§u hoa nhiet hoat ddng tdt (x9) Nhan vien lich sy va than thien (x10) Nhan vign co trang phuc dep, gon gang (xii) Gia tn dac trung (Eigenvalue)
Cronbaehs Alpha
Nhdm cac nhSn td
0.755 0.626 0.691
4.019 0.688
2
0.672 0.650 0.733
2.650 0.626
3
0.691 707 0.616
2.118 0.703
4
0.611 0.633 2.094 0.615
cho phep cd can cff ndi rang mdi nhan td va cac tieu chi ltfa chon diing ddnh gid phdn tich la cd y nghia Nhdm nhdn to bao gom cac tieu chi nhtf: "Khach san cd cau thang thodt hiem", "Khach san cd he thdng phdng chdy chffa chdy, ehudng bdo chdy", "Khach san cd nhan vidn bdo ve trtfc 24/24 vd he thd'ng camera an ninh"
Nhan id thtf ba cd gia tri dac trffng bang 2.118 > vdi he sd CA la 0.703 > 0.5 Tffdng tff nhff trdn, ke't qua cho phep cd can ctf ndi rang moi nhdn Id' va cdc tidu chi ltfa chon diing danh gia phdn tich la cd y nghTa Nhdm nhan td bao gom cde tidu chi nhtf: "Khdch san cd kd't ndi intemet khdng ddy tdt", "Tivi hoat dpng td't", "Mdy di^u hda nhidt dp hoat ddng tdt"
Nhan to' thtf ttf cd gid tri dac triftig bang 2.094 >1 vdi he sd'CA Id 0.615 > 0.5 Ke't qua cung cho phep cd can cff ndi rang mdi nhan to' va cac tieu chi ltfa chpn diang danh gia phan tich Id cd f nghia Nhdm nhan id bao gdm cdc tidu chi nhtf: "Nhan vidn lich stf va than thidn", "Nhdn vien cd trang phuc dep, gpn gang"
3.4 Cdc nhdn td'dnh hUdng den sU hdi long ve dich vu cua khdch hang
Cac nhdn td anh htfdng dd'n stf hai Idng ve dich vu Itfu trii cua khdch hang dtfdc trinh bay d tren gom nhdm ye'u td dnh htfdng Trong dd Ddnh gid
chung stf hdi ldng ve dich vu la bie^n phu thude Mdt md hinh hdi quy ddn gidn dtfdc dp dung va bieu dien dtfdi dang nhtf sau: y = jjj + ypci
Trong dd: y Id danh gia chung sff hai Idng ve dich vu, yi (i=l, n) la he sd hdi quy cua cdc bid'n ddc lap J:, (Bdng 7)
Ke't qua tfdc Itfdng d Bang cho bie't cac yd'u td dnh htfdng cd y nghia thd'ng kd dd'n ddnh gia chung stf hai long ve dich vu cua khdch hang
Trong nhdm nhdn to "Chat Itfdng budng phdng", cd bid'n Xi va Xj ed he sd'y, va y2 dtfdng va ed y nghi thd'ng kd d mtfc va 10% Hdn nffa, he soYi Idn hdn hd sdy2, cho thd'y tidu chi "Phdng ngu dffde vd sinh sach se, tidn nghi day du" cd mffc dp quan trpng hdn tidu ch! "Ga trdi giffdng dtfdc thay mdi hang ngdy" Cha't Itfdng budng phdng td't la lieu chi quan trpng nd khdng chi la ddu chi giup thu hut dtfdc khach hang, ma cdn gitf dtfdc Idng trung thdnh cua ho
Trong nhdm nhan td "An ninh, an todn", cdc lidu chi dtfa vdo md hinh thi chi cd nha't tidu chi "Khdch san cd cau thang thoat hiem " dnh htfdng de'n "Danh gid chung stf hai ldng ve djch vu" cua khach hang vdi 74=0.172 cd y nghia thd'ng kd vdi mtfc 5%
(5)Bang Ket qua phan tich md hinh hot quy Ten cac bien
Constant
Phong ngu duoc ve smh sach se, tien nghi day du Ga trai gludng dUdc thay mdi hang Phuc vu toan thdi gian
Khach san cd cau thang thoat hiem
Khach san ed he thdng phong ehay chQa chay, chuong bao chay Khach san cd nhan vien bao ve true 24/24 va he thdng camera an hinh
Khaeh san co ket ndi Internet khdng d§y tdt Tivi hoat dong tdt
Ivlay dieu hda nhiet dp hoat ddng tdt Nh§n vien hch su va than thien Nhan vien co trang phuc dep, gpn gang
Bien (X,)
(xJ (XJ)
(X4)
(x)
(x.)
(X,) (X.)
(x,)
(Xio) (Xii)
r
yo Tl 72 T3 T4 Ts T6 T7 Tg 79 Tio Til
Coef 1.389* 0.307" 0.093* 0.074 0.172* 0.007 0.193 274** 0.172* 0.207***
0.093* 0.274
Sign 0.023 0.003 0.019 0.231 0.015 1.191 1.135 0.006 0.022 0.000 0.011 0.033
* tuang dng vdi mdc y nghia 1%, 5%, 10%
khdng day tdt", "Tivi hoat ddng td't" vd "Mdy dilu hda nhidt dp hoat ddng td't" deu cd y nghia thd'ng ke va dtfdng Dieu ndy eho thd'y, day la nhffng tidu chi rat quan trpng giup cai thidn svf hai Idng cua khdch hang dd'i vdi hoat ddng djch vu Itfu tru khdch san He so' cua chl tidu kd't nd'i internet khdng day dtfdc ddnh gid cao nha't y, = 0.274, vdi mffc y nghia thd'ng kd Id 5%, lid'p dd la lidu chi boat ddng cua mdy dieu hda nhiet dp yg = 0.207, vdi mtfc y nghia thd'ng kd la 1% va xd'p sau ciing Id tidu chi tivi hoat ddng lot yg = 0.172 vdi mffc y nghia thd'ng kd Id 10% Ttf ke't qua nay, chiing la tha'y, xu hffdng khach hang quan tam nhidu hdn de'n lieu chi ke^t nd'i thdng tin thudn tidn, tff cdc cd sd itfu tru la khach san can chu y quan tdm dd'n tidu chi ndy de cai thidn stf hai ldng cua khach hang
Nhdm nhan to' "Nhan vidn phuc vu " gdm tidu chi "Nhan vidn Ijch stf va than thien" va "Nhdn vidn cd trang phuc dep, gpn gang", nhien kd't qud tfdc Itfdng cua chiing tdi chi cd hd sd' ym cua tidu chi "Nhdn vidn lich stf va than thidn" la cd y nghia thd'ng kd, dtfdng d mffc 10% Di^u cd nghTa la tidu chi nhan vidn Ijch stf, than thidn cd tdc ddng tich ctfe hdn den stf hdi ldng cua khdch hdng Bdi vay, cdc cd sd Itfu trff khdch san ndn quan tdm dd'n tidu chi
4 Kd't lu$n va mdt s6'g(;fi y chinh sach Tiem nang du lich phong phd ciaa Mdc Chdu da thu hut dtfdc ddng dao du khach tdi tham quan Sil dung phtfdng phdp EFA va md hinh hoi quy ddn gidn, kd't qua nghidn cffu da chi cdc yd'u td chu ye'u tde ddng dd'n stf hai long cua du khach la: (i) Nhdm nhan to "Chdt Iffdng budng phdng" cd cdc tidu chi "Phdng ngu dtfdc vd sinh sach se, tidn nghi day du" vd "Ga trai gitfdng dffde thay mdi hdng ngay"; (ii) Nhdm nhan to' "An ninh, an toan" cd tiSu chl "Khach san cd cdu thang thodt hiem"; (iii) Nhdm nhdn to' "Ca sd tdng" cd cdc tieu chi "Khdch san cd kd't ndi intemet khdng ddy tdt", "Tivi boat dpng td't" va "May dieu hda nhidt dp hoat ddng td't" vd (iv)Nhdm nhan td "Nhan vidn phuc vu"c6 tidu chi "Nhdn vien lich stf vd than thien"
Trong dd, chat Itfdng budng phdng td't la tieu chi quan trpng se giup khdch hdng cd stf hai long td't hdn Do dd, cdc cd sd Itfu trff cin chu y tdi tidu chi Mot ed sd tang td't cung se giup khdch hang hai long hdn, vi vay, cdc cd sd Itfu tni khdch san ndn quan ldm cai thien tidu chf de ddp ffng nhu cdu cua khach hang Ngoai ra, nhdn vien cung la yd'u to' cd tac ddng tich ctfe hdn dd'n stf hdi ldng cua khdch hang Bdi vdy, cac cd sd Itfu trii khdch san ciing ndn chu trpng quan tam dd'n vide dao tao nhan vidn phuc vu •
(6)KINH DOANH
TAI LIPU TRICH DAN:
'EFA duac sd dung de riit gon vd tdm tdt cdc bii'n EFA nhdm xde dinh md'i quan hi ciia nhieu bien duac xde dinh vd lim nhdn tddgi dien cho cdc bien quan sdt ddng thdi loai bd nhdng bie'n khong phii hap
TAI LIEU THAM KHAO:
1 Chi cue Thd'ng ki huyin Mdc Chdu, San La (2017) Bdo cdo tinh hinh kinh ti'xd hoi 2016 2 GSO (2017): Statistical Yearbook 2016, Statistical Publishing House, Hanoi, Viemam
3 Sohrabi, Babak, Aryan Gholipour, and Neda Mohammadesmaeili (2011) "Effects of personality and information technology on plagiarism: An Iranian perspective." Ethics & Behavior 21(5), 367 - 379
4 The WorldTravel & Tourism Council(2017) (https://www.wtlc.org/)
5 Zeithaml, V A., Bimer, M J., & Gremler, D D (2006) Service marketing: Integrating customer focus across the firm (4th ed.) New York, NY: McGraw-Hill/Irwin
6 Bartlett MS (1950) "Tests of significance in factor analysis." British Journal of Psychology 77 - 85
Ngay nh$n bai: 12/8/2018
Ngay phan bidn danh gia va s^a chu'a: 22/8/2018 Ngay cha'p nhan dang bai: 31/8/2018
Thdng tin tdc gid:
TS TO THE NGUYEN
Khoa Kinh td'va Phat trien ndng thdn, Hpc vi$n Ndng nghidp Vi^t Nam
THE SATISFACTION OF TOURISTS FOR ACCOMMODATION SERVICES IN MOC CHAU DISTRICT, SON LA PROVINCE
• Ph.D TO THE NGUYEN Faculty of Economics a n d Rural Development
Vietnam National University of Agriculture ABSTRACT:
Tills study is lo measure the satisfaction of tourists for the accommodation services in Moc Chau district, Son La province based on four criteria groups including (1) Quality of room, (2) Security and safety, (3) infrastructure and (4) Staff The results show that key factors affecting visitors satisfaction are: (1) Clean and well-maintained bedrooms, and changing bed linen daily (quality of room), (2) Fhe exit stairs (security and safety), (3) Good wireless internet connection, television set and air conditioner (infrastructure) and (4) Friendly and courteous staff (staff)
(https://www.wtlc.org/)