Sau khi tham khao y kien cac ehuyen gia, tac gia xay difng md hinh nghien cffu ve cac nhan to cua chat Iffdng dich vu du lich sinh thai anh hffdng den sif hai long cua du khach tren [r]
(1)Slf hai long cua du khach va chat lu'dng djch vu
du lich sinh thai tfnh Bac Lieu
HUYNH HOfa TRUNG KIEN*
N G U Y I N NGQC BICH**
Tom tat
Muc tieu cda nghien cdu ndy nhdm phdn tich md'i quan he gida syt hdi long cda du khdch vdi chdt lugng dich vu du lich sinh thdi d Bqc Lieu Sdlieu sd dung nghien cdu dugc thu thdp tit ke't qud khdo sdt 164 du khdch Sdlieu dugc kiem dinh thang bang^ he sd Cronbach's Alpha, md hinh phdn tich nhdn tdkhdm phd (EFA) vdphdn tich hoi quy tuyen tinh da bie'n Ket qud nghien cdu cho thdy, cd nhdm nhdn tdcda chdt lugng dich vu du lich sinh thdi dnh hudng de'n syt hdi long du khdch, bao gom: Ca sd vdt chdt hq tdng; Gid cd cdc loqi dich vu; An ninh trat tu vd an todn; Tdi nguyen thien nhien; Chdt lugng phue vu cda Hudng ddn vien du lich vd nhdn vien phue vu; Chdt lugng dich vu dn ud'ng, mua sam vd gidi tri
Tuf khoa: du khdch, syt hdi long, chdt lugng dich vu du lich sinh thdi Summary
The objective ofthe study is to analyze the relationship between the satisfaction of tourists and the quality of ecotourism service in Bac Lieu province Data after being collected from the survey of 164 tourists is verified by using Cronbach's Alpha, Exploratory factor analysis (EFA) and Multivariate linear regression analysis models Research results point out groups of factors of ecotourism service quality that affect tourists' satisfaction, including: Infrastructure;
Prices of services; Order security and safety; Natural resources; Service quality of tour guides and service staffs; Food, shopping and entertainment service quality
Keywords: tourist, satisfaction, ecotourism service quality
GI6ITHIEU
Bac Lieu la tinh cd tiem nang ve phat trien du lich sinh thai vdi nhieu canh quan thien nhien phong phu, nhffng quan xa thffc vat, ddng vat da dang, ddc dao, nhff: san chim, vffdn nhan, bai bien, rffng ngap man va tai nguyen nhan van Viec phat trien du lich sinh thai la tao nhieu viec lam, tang thu nhap cho ngffdi dan dia phffdng Tuy nhien, sff phat trien ITnh vffc du lich sinh thai ciia tinh Bac Lieu thdi gian qua chi mdi dffdc khdi dong va cdn nhieu van de bat cap, chffa the trd nganh kinh te mui nhon nhff tiem nang san cd Lffdng khach den tham quan du lich sinh thai cdn it, doanh thu du lich sinh thai cdn tha'p, ty tang trffdng khach du lich ndi dia va qud'c te den tham quan du lich tai tinh Bac Lieu tang trffdng khdng ddng deu
Mot nhffng nguyen nhan din den nhffng bat cap tren la chat Iffdng dich vu du lich sinh thai cdn
nhieu ban che De danh gia dffdc chat Iffdng dich vu du lich sinh thai tren dia ban tinh Bac Lieu thdi gian qua, can xem xet md'i quan he giffa stf hai long eua du khach va chat Iffdng dich vu du lich sinh thai tren dia ban Tinh Viec xac dinh dffdc mdi quan he giii'a chat Iffdng dich vu du lich sinh thai va sif hai ldng cua du khach giup cho viec nang cao cac nhan to chat Iffdng cii the, tff gdp phan tang sff hai long cua du khach
PHU'DNG PHAP NGHIEN CLfU
Ly thuyet ve sUhdi long cda du khdch Theo Parasuraman, Zeithaml va Ben-y (1988), sif hai long cua khach hang la chia khda dd'i vdi sff cong * Tru'dng Dai hoc Tra Vinh
** Sd Thong tin va Truyen thong tinh Bac Lieu I Emai: bichnn68@gmail.com
Ngdy nhan bdi: 28/10/2018; Ngdy phdn bien: 08/11/2018; Ngdy duyet ddng: 16/11/2018
(2)K i i i l i t «
va Dif b a
cua doanh nghiep va la cd sd de danh gia chat Iffdng dich vu, ma doanh nghiep da cung cap cho khach hang
Parasuraman va cac cong sff (1988) cho rang, giffa chat Iffdng'dich vu va sff hai long khach hang tdn tai mot sd khac biet, ma diem khac biet ed ban la van de "nhan qua" Hai long cua khach hang xem nhff ket qua; chat Iffdng dich vu xem nhff la nguyen nhan; hai long cd tinh chat dif bao, mong ddi; chat Iffdng dich vu la mot chuan ly tffdng Do dd, mud'n nang cao Slf hai ldng khach hang, nha cung cap dich vu phai nang cao chat Iffdng dich vu Tren ed sd ly thuyet thang SERVQUAL cua Parasuraman va cdng sff (1988), ket hdp vdi ke thffa ket qua cac cdng tnnh nghien cffu cua Le Thi Tuyet va cong sff (2014); Lffu Thanh Dffc Hai (2014); Hoang Trpng Tuan (2015); Pham Thi Mai Yen va Pham Thi Minh Khuyen (2017), tac gia tieii hanh tham khao y kien cua cac chuyen gia boat ddng linh vffc du lich de xac dinh lai cac nhan tdcua chat Iffdng dich vu du lich sinh thai anh hffdng den sif hai long cua du khach tren dia ban tinh Bac Lieu Sau tham khao y kien cac ehuyen gia, tac gia xay difng md hinh nghien cffu ve cac nhan to cua chat Iffdng dich vu du lich sinh thai anh hffdng den sif hai long cua du khach tren dia ban tinh Bac Lieu bao gdm 07 nhan to': Cd sd vat chat tang phue vu du lich; Chat Iffdng phue vu qua tnnh ddn tiep, hffdng dan cua hffdng dan vien du lich, nhan vien phue vu (thai do, ngoai hinh, ky nang); An ninh trat tif va an toan; Chat Iffdng dich vu an udng, mua sam va giai tri; Tinh ddc dao va hap dan cua ndi dung tham quan; Gia ca cac loai dich vu; va Tai nguyen thien nhien (Hinh)
PhUOngphdp nghien cdu
Nghien cffu chinh thffc dffdc thffc hien bang phffdng phap dinh Iffdng vdi ky thuat thu thap dff lieu la phdng van qua bang cau hdi (thang chinh thffc) Do khach du lich thffdng tap trung tai cac diem du lich sinh thai, nen bai viet se suf dung phffdng phap chon mau thuan tien de tien hanh phdng van 174 khach du lich de'n tham quan du lich sinh thai tren dia ban tinh Bac Lieu, nhff: Vffdn chim Bac Lieu, Vffdn nhan, Khu Du lich sinh thai Bien Nha Mat Trong so' cac bang hdi thu ve, cd 10 bang hdi hi loai bd vi dap vien khdng tra ldi day du thdng tin Thdi gian thffc hien nghien cffu: Tff thang 04-06/2018
BANG 1: KET QUA TONG HCJP L A N KIEM DINH CUOI CUNG CAC N H A N TO
STT Nh§n td'
Cd sd vat chat lia tang Chat luting phiic vii An ninh trat tu" va an toan Chaft lii'cJng dich vu Tinh doc dao va hap dan Gia ca cac loai dich vu Tai nguyen thien nhien Slf hai long
Sd'quan sat ban diu
5 3 4 3 3 5 3 3
Sd'quan sat lai
4 3 4 2 3 4 3 3
msd
Cronbach's Alpha
0,934 0,864 0,906 0,710 0,901 0,923 0,927 0,839
Bi€'n b| loai
CSHT2 -CLDV3
-GIACA2
BANG 2: KET QUA KIEM DINH KMO VA BARLETT'S
Do ludng xdc thUc ciia dU lieu mdu nghien cvCu (KMO)
Kiem djnh Bartlett's
Gia tri Chi binh phifdng (Chi-Square) Bac tu- (df)
Mu'c y nghia (Sig.)
0,734 3154,594 253 0,000 Ngudn: Ket qua xijf ly so iieu khao sat, 2018
HINH: DE X U A T M HINH NGHIEN CCfU
C a sa vat cliSt h? ling (CSHT) Chat lugng phue vu (CLPV)
An ninh trat tir va an toan (ANTT) Chat lucfng dich vu Sn uong, mua
sam \k giai tri (CLDV) Tinh dgc d^o va hap din cua nOi
dung tham quan (DDHD) Gia ca cac loai dich vy (GIACA)
Tai nguyen thien nhien (TNTN)
HAI L O N G C U A D U K H A C H
Nguon: De xuat cua nhom tac gia
KET QUA NGHIEN CLfU
Kiem dinh thang
Ke't qua phan tich he so' tin cay Cronbach's Alpha cac thang md hinh nghien cffu (Bang 1) cho tha'y, cd bie'n quan sat, gom: CSHT2, CLDV3 va GIACA2 cd he so' tffdng quan, vdi bie'n tong nhd hdn 0,3 (he so tffdng quan bie'n td'ng cua bie'n quan sat CSHT2, CLDV3 va GIACA2 lan Iffdt la 0,188; 0,282 va 0,246) Do dd, tac gia loai bd bie'n quan sat trffdc dffa vao phan tich EFA
Phdn tich EFA
Ke't qua phan tich EFA cae thang anh hffdng de'n sff hai long cua du khach (Bang 2) cho thay, cac bie'n quan sat cd tffdng quan vdi tren tdng the He so' KMO kha cao 0,734 (0,734 > 0,5) va Sig = 0,000 < 0,05 Ke't qua chffng td dff Ueu phu hdp de tac gia tie'n hanh phan tich EFA
Qua phan tich EFA (Bang 3), cac thang anh hffdng de'n sff hai long eua du khach cho tha'y, cac nhan to'mdi cd gia tri Eigenvalue =1,212 thda man dieu kien Kaiser ldn hdn 1, phffdng sai trich la 82,742% > 50%, dam bao hinh nhan to' mdi Md hinh cud'i cung dffdc hinh tff ke't qua phan tich nhan to' bao
(3)BANG 3: KET QUA PHAN TICH NHAN TO KHAM PHA
CSHT5 CSHTl CSHT4 CSHT3 GIACAl GIACA3 GIACA4 GIACA5 ANTT3 ANTT2 ANTTl ANTT4 TNTNl TNTN3 TNTN2 DDHD3 DDHDl DDHD2 CLPVl CLPV2 CLPV3 CLDVl CLDV2
Comnonent
1 0,907 0,899 0,853 0,830
2
0,897 0,877 0,869 0,852
3
0,919 0,911 0,804 0,795
4
0,910 0,900 0,880
5
0,894 0,883 0,864
6
0,896 0,865 0,848
7
0,865 0,803 Ngu6n: Ket qua xii ly sd lieu khao sat, 2018 gom nhan to, vdi 23 bie'n Ta't ca cac khai niem deu dat tin cay ve gia tri
Ke't qua Idem dinh KMO thang sif hai long cua du khach cho tha'y, KMO = 0,727, dieu dd'chffng td dff Ueu thich hdp de thifc hien phan tich EFA Kiem dinh Barlett xem xet gia thie't Ho: tffdng quan giffa cac bie'n quan sat bang tong the Ke't qua kiem dinh cho tha'y, cac bie'n sd' md hinh nghien cffu sff hai long cua du khach cd tffdng quan vdi vdi mffe y nghia thd'ng ke Sig = 0,000 < 0,05 Ke't qua phan tich EFA cua thang sff hai ldng cua du khach cho tha'y, tong phffdng sai trich bang 75,689% (>50%), cd nghia la 75,689% bie'n thien cua dff Ueu dffdc giai thich bdi nhan td' Qua dd, ke't qua phan tich tren deu rat phu hdp
Nhff vay, qua cae kiem dinh chat Iffdng thang va phan tieh nhan to' cho tha'y, cd nhan td' tac ddng de'n sff hai ldng cua du khach dd'i vdi chat Iffdng du lich sinh thai tren dia ban tinh Bac Lieu, vdi 23 bie'n quan sat va mot nhan to'phu thudc vdi bie'n quan sat dai dien cho sff hai ldng ciia du khach
Ket qud phdn tich hoi quy
Trong nghien cffu nay, tac gia tien hanh sff dung phffdng phap hoi quy tuye'n tinh bdi giffa nhan to thu dffdc tff phan tich EFA d tren, bao gom: CSHT, CLPV ANTT, CLDV, DDHD, GIACA, TNTN
Ke't qua phan tich md hinh hoi quy cho tha'y, bie'n dffa vao phan tich, thi cd bie'n (CSHT CLPV ANTT, CLDV, GIACA, TNTN) cd gia tri Sig nhd hdii 0,05, tffc la cd y nghia thd'ng ke, rieng bie'n DDHD cd gia tri Sig = 0,067 >0,05, nen loai khdi md hinh, vi khdng cd y nghia thd'ng ke He so' VIF ciia tffng nhan to' deu nhd hdn cho tha'y, cac bie'n doc lap khdng cd quan he chat che vdi nhau, nen khdng cd hien tffdng da cong tuye'n xay
Sau loai bie'n DDHD khdi md hinh, tac gia tie'n hanh phan tich lan hoi quy ciia md hinh nghien cffu vdi bie'n dpc lap cdn lai, gom: CSHT, CLPV, ANTT, CLDV, GIACA, TNTN Ke't qua phan tich hoi quy lan cua md hinh nghien ciJu chi nhan to' cua chat Iffdng dich vu du lich sinh thai tai Bae Lieu tac ddng den Slf hai long ciia du khach, la: (1) Cdsd vat chat tang; (2) Gia ca cac loai dich vu; (3) An ninh trat tff va an toan; (4) Tai nguyen thien nhien; (5) Chat Iffdng phue vu cua hffdng dan vien du lich va nhan vien phue vu; (6) Chat Iffdng dich vu an ud'ng, mua sam va giai tri
Nhan to' Doc dao hap din cd gia tri Sig = 0,067 > 0,05, nen loai khdi mo hinh vi khdng cd y nghia thd'ng ke Dieu chffng td rang, nhan to' khong anh hffdng de'n sff hai long cua du khach dd'i vdi chat Iffdng dich vu du lich sinh thai tai Bac Lieu Chinh vi the, md hinh sau phan tich hoi quy tuye'n tinh boi dffdc dieu chinh
SHL = 0,340.CSHT + 0,198.CLPV + 0,316.ANTT + 0,172.CLDV + 0,224 GIACA + 0,210.TNTN
KET LUAN VA KHUYEN NGH!
Kd't lu|in
Ke't qua phan tich hoi quy tuyen tinh da bie'n cho tha'y, nhan to' Ddc dao hap dan cua ndi dung tham quan bi loai bo khdng cd y nghia thd'ng ke, cdn lai co nhan to' ed anh hffdng tich cffc thuan chieu de'n sff hai long cua khach du lich, bao gom: Cd sd vat chat tang; Gia ca cac loai dich vu; An ninh trat tif va an toan; Tai nguyen thien nhien; Chat Iffdng phue vu cua hffdng dan vien du lich va nhan vien phue vu; Chat Iffdng dich vu an ud'ng, mua sam va giai tri Trong do, nhan to' Cd sd vat chat tang tac dong de'n Slf hai long cua khach du Uch manh nha't (He sd'Beta chuan hda la 0,34)
Ke't qua phan tich md'i quan he giiia cac nhan to' cau chat Iffdng dich vu du lich sinh thai vdi sif hai long cua du khach la cd sd cho cac nha quan ly du lich tai Bac Lieu can tie'p tuc chu vac cac nhan to' cau chat Iffdng dich vu
Khuye'n nghi
Thd nhdt, gidi phdp vi nhdn to Cd sd vdt chd't hq tdng
Bac Lieu can lffu y tie'p tuc ciing co long tin cua khach du lich bang each cang nang cao ve chat Iffdng Cd sd vat
(4)chat tang, nhff: can tang cffdng cac tru phu hdp, rd rang Tranh de xay hien tffdng cheo bien bao thdng bao eac dia diem du lich; keo, tff y nang gia dat do, gay anh hffdng khdng nhd cd diem hffdng dan cu the eac dia diem de'n sff hai long ciia du khach tham quan va nghi du lieh, danh sach cac khach san; can cd dffdng tai day De lam dffdc dieu nay, can cd sff cam sff chuan bi cdng tac tie'p ddn, quan ke't thffe hien giffa chinh quyen dia phffdng va ngffdi ly tot hdn cae cd sd lffu trii, nang cao ve dan, cung nhff cac nha cung cap dich vu du lich sinh so' Iffdng va chat Iffdng nha hang, khach thai tai Bac Lieu
san, gia ca phu hdp; thffdng xuyen cai Thd tu, gidi phdp vi nhdn to Tdi nguyen thien nhien thien, tu va nang cap he thd'ng dien, De nang cao hdn nffa sff hai long cua du khach ve nffdc, he thd'ng ke't nd'i thdng tin lien lac; nhan to'tai nguyen thien nhien ciia dich vu du lich sinh dam bao cho eac phffdng tien van chuyen thai, Bac Lieu can phai nang cao hdn nffa chat Iffdng dffdc an toan, thuan tien va da dang nguon tai nguyen thien nhien la: bao ve, giff gin va
Thd hai, gidi phdp vi nhdn to An ninh phat trien cac loai ddng vat quy hiem cac vffdn trat tvt vd an todn chim; xay difng va phat trien nguon tai nguyen thien
Bac Lieu can ehu y de'n viec dap ffng nhien cang phong phu, da dang tao nen mot canh cac nhu cau cua du khach ve an ninh trat quan du lich sinh thai dep, thu hiit khach du lieh tff va an toan, nhff: Dam bao an ninh dia Thd ndm, gidi phdp vi nhdn to Chd't lugng phue vu phffdng; Phffdng tien van ehuyen an toan; cda hudng ddn vien du lich vd nhdn vien phue vu Xay dffng mdi trffdng tff nhien sach dep Bac Lieu can dac biet quan tam de'n cdng tac dao va thffc pham dffdc kiem dinh rd rang; tao, dao tao lai, boi dffdng dpi ngii can bo, nhan vien va Dam bao ve sinh an toan thifc pham De xac dinh dd la nhiem vu thffdng xuyen Tap trung dau lam dffdc dieu nay, can cd sff cam ke't tff, tang cffdng nang life cac cd sd dao tao nguon nhan thifc hien giffa chinh quyen dia phffdng life nganh du lich; huy ddng nang life day nghe, dac biet va ngffdi dan cung nhff cac nha cung cap la doanh nghiep nganh, hinh mang Iffdi dao dich vu du lieh sinh thai tai Bac Lieu tao nhieu cap de tang nhanh quy md dao tao
trong van de an ninh trat tif dia phffdng, Thd sdu, gidi phdp vi nhdn td Chd't lugng dich vu dn giff gin ve sinh mdi trffdng, cung nhff dam ud'ng, mua sam vd gidi tri Mac du ke't qua cua nghien bao ve ve sinh an toan thifc pham cffu cho tha'y, eac nhan td' md hinh cd the giai
Thdt ba, gidi phdp vi nhdn td Gid cd thich de'n 80,2% sff hai ldng cua du khach dd'i vdi chat cdc loqi dich vu lffdng dich vu du lich sinh thai tren dia ban tinh Bac Bac Lieu can xay difng va cd sff quan Lieu, nghien cffu van cdn nhffng ban che nha't dinh ly chat che gia ca cac loai dich vu du Do vay, can nhieu hdn nffa nhffng nghien ctJu sau va khach de'n tham quan du lich sinh thai tai rdng hdn lien quan de'n sff hai long cua du khach dd'i day, dam bao gia cac dich vu vui chdi vdi chat Iffdng dich vu du lich sinh thai tren dia ban tinh giai tri, gia ve tham quan, gia dich vu lffu Bac Lieu de hoan thien hdn nghien cffu ITnh vifc nay.Q
T A I L I E U THAM KHAQ
1 Dinh Phi Ho (2012) Phuang phdp nghien cdu dinh lugng & Nhieng nghien cdu thuc tien kinh tePhdt trien - Ndng nghiep, Nxb Phffdng Ddng
2 Pham Trung Lffdng (2002) Du lich sinh thdi, Nhiing van di vi ly ludn vd thvtc tien phdt trien d Viet Nam, Nxb Giao due
3 Tran Van Thdng (2006) Tong quan du lich, Nxb Dai hoc Qud'c gia TP Ho Chi Minh
4 Hoang Trong va Chu Nguyin Mdng Ngoc (2008) Phdn tich da lieu nghien cdu vdi SPSS, Tap 2, Nxb Hong Dffc
5 Lffu Thanh Dffc Hai (2014) Phan tich cac nhan to' anh hffdng de'n sff hai ldng ciia du khach ve chat Iffdng dich vu du lich d Tien Giang, Tqp chi Khoa hgc Trudng Dqi hgc Can Tha, (33), 29-37 Le Thi Tuyet va cdng sff (2014) Nghien cffu sff hai ldng ciia khach du lich noi dia ve chat Iffdng dich vu tai Lang cd' Dffdng Lam, Tqp chi Khoa hgc vd Phdt trien, 12(4), 620-634
7 Pham Thi Mai Yen va Pham Thi Minh Khuyen (2017) Sff hai long vdi san pham du lich tai Khu du lich Ho Nui Cd'e, Tqp chi Kinh te & Phdt trien, 246, 90-100
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