Tid'n hanh phdng vd'n nham lam sang rd kd't qua nghien ctfu sau khi phdng vd'n va thao ludn nhdm vdi eae giang vidn dang giang day mdt sd' trffdng dai hpe, cdc chuyen gia dang edng td[r]
(1)TAC DONG CUA CAC YEU TO
NANG LlJC CANH TRANH DEN KET QUA
KINH DOANH CUA CAC DOANH NGHIEP
DU LICH TAI TINH THl/A THIEN HUE
• N G U Y I N V A N IT - HOANG TH! CHINH - TRAN ANH MINH
TOM TAT:
Nghidn cffu nham xac dinh cdc yd'u td thudc nang Iffc canh tranh (NLCT) tac dpng den ke't qua kinh doanh cua cae doanh nghiep du lich (DNDL) tai tinh Thtfa Thidn Hud' Kd't qua eho tha'y: (1) Nang Iffe tdi ehinh (NLTC); (2) Cdng nghd thdng tin (CNTT); (3) Nang Iffc phuc vu (NLPV); (4) Nang Iffc tid'p tbi (NLTT); (5) Trach nhiem xa hdi (TNXH); (6) Nang Iffc quan ly (NLQL); (7) Van hda doanh nghiep (VHDN); (8) San pham dieh vu (SPDV) vd (9) Hinh anh thffPng hidu (HATH) la cac yd'u td' quyd't dinb dd'n kd't qud kinh dpanh eua cac DNDL Tff dd, bai vie't de xuat ham y quan tri, bam y chinh sach giup cdc DNDL dat muc tidu ky vpng trpng kinh doanh
Ttf khda: Nang Iffc canh tranh, ke't qua kinh doanh, doanh nghidp du lich, tinh Thffa Thidn Hue'
1 Ly nghidn ctfu
Trong bd'i canh hdi nhap toan eau, eae DNDL phdi dd'i mat vdi nhieu thdch thffe Id phdi eanh tranh gay gat va day cQng la ed hdi td't eho cdc doanh nghiep (DN) md rpng kinh doanh qud'c td' Cac DN phdi tdng cffdng khd ndng canh tranh va cai thidn ke't qua kmh doanh dffPe eho Id sff sd'ng cdn dd'i vdi cac DN de giff vtfng ndng cude eanh tranh khde lidt dp tpdn eau hda mang lai Theo Iy thuyd't ndng Iffe dffa trdn tdi nguyen ebo rang eae DN cd the tan dung kha ndng nguon Iffc cda minh de' tang kha nang canh tranh va cai thidn ke't qua kinh doanh
Vl vay, bai vid't dffa ye'u to' thupc NLCT tac ddng de'n kd't qua cua hpat ddng kinh doanh cua DN, bao gdm (1) NLTC; (2) CNTT; (3) NLPV; (4) NLTT; (5) TNXH; (6) NLQL; (7) VHDN; (8) SPDV va (9) HATH
TP Hue thudc tinh Thffa Thien Hue' dd lan dffpc UNESCO cdng nhan la thdnh phd'ed di san van hda thd' gidi (van hda vdt the vd phi vat th^) vdi he thd'ng thdy vdn da dang, ddc ddo; la ndi giao thoa, hdi tu eae luong dOng vat va thffc vat cua khu he phffpng Bac va khu hd phffPng Nam Dong thdi, tiem ndng du lieh cua tinh Thffa Thidn Hud' la rd't ldn vdi so' Iffdng du khach mdi ndm mdt tdng cung sd' Itfdng DNDL cang nhi^u Do vdy, vide nghidn ctfu de tim cae ye'u tdndo thudc NLCT tdc ddng de'n kd't qua kinh doanh cua ede DNDL tai tinh Thtfa Thidn Hue' trd ndn can thid't, ddng thdi kd't qua nghidn etfu se la can ctf de cac nha quan ly ed nhffng ehinh sach phu hpp dd^ nang cao NLCT eung nhff kd't qua kinh doanh
2 Cd stf ly thuyd't va md hinh nghidn ctfu 2.1 Cd sd ly thuyi't
NLCT cua DN la eung ed'p SPDV edng,
(2)KINH DOANH
thffdng dffde giai thich t h d n g qua cha't Iffdng S P D V gdp p h a n v a o gia tri e u a k h a c h h a n g , ke't q u a Id gia tang sff h a i long va d m h hffdng tieu d u n g , thdm chi tao ldng trung thdnh c u a kbdeh h a n g ttf dd ndng cao k b a n d n g iPi n h u d n cho c a c DN
T h e o Porter (1980): " N L C T la n a n g Iffe t h a m gia thi trffdng b e n vtfng Idu ddi d i ^ u kidn kinh td' thi trtfdng d a m b a o e d e gia dinh k h d n g bi can trd cua e a n h tranh e u a e a e nhd san xud't" C d n Wemerfelt B , (1984) cho r a n g : " N L C T dtfa trdn ngudn Iffe cua D N , dd n g u o n Iffc c u a D N chinh la ye'u td' quyd't dinb dd'n N L C T va h i e u qua kinh doanh c u a D N " N g h i d n effu e u a F l a n a g a n , R., Lu, W., S h e n , L., & J e w e l l , C (2007) dd dffa quan d i e m v e N L C T c u a D N la dffa v a o ldi the canh tranh va chid'n Iffpc c a n h tranh, q u a n d i e m dffa vao ehid'n Iffdc, q u a n d i e m dffa v a o n d n g Iffe nguon Iffe, q u a n d i e m dffa tren djnh hffdng thi trffdng va n g o a i c d n q u a n d i e m dffa tren qud trinb T h e o Mia, L., & C l a r k e , B (1999): "Kd't q u a kinh doanh la mtfc dp d a t dtfdc c a e m u c tieu da difdc len ke' h o a c h trffde d d , c h a n g b a n nhff tieb san xud't, ehi phi, ehd't Iffctng, tid'n dp giao hang, SPDV, d o a n h s d ' b a n h a n g , thi p h a n va mtfc dp ldi n h u a n "
2.2 Md hinh nghien cdu
Can ctf vao c a c giai thuye't n g h i e n etfu trffde dd, bai vie't de x u a t m d hinh nghidn effu sau:
Hinh 1: Mo hinh nghien cifu de xua't
Kha nang thich irng Si; tham gia Sv nh^t quan Hinh anh thircmg hieu
Ning li/c marlteting Nang ii^c tai chinh Nang lu'c quan tri Nang \\fc td chu'c phyc vy Chat Iwng san pham dich Cong ngh§ th6ng tin
TN nhan
3 Dd'i ttfdng va phtfdng p h a p n g h i e n ctfu 3.1 Bdi tiMng nghiin cdu
Dd'i tffpng khdo sdt nghien cffu dinh tinb: Cae giang vien dang tham gia giang day tai eae trffdng dai hpe ed ddo tao nganh Quan tri kinh
doanh, Quan tri dich vu du lich va Iff hanh, Quan tri nha hang va dieh vu an ud'ng, Quan tn nha hang khaeh san vd du lieh Cac dai dien la nhffng ngffdi dang quan tri, quan ly cac DN kinh doanh ITnh vtfc du lich, ben canh cdn cd dai dien Sd Van hda The thao va Du lich tai tinh Thffa Thien Hue' Dd'i tffdng khao sat nghidn cffu dinh Iffdng: Cae dai didn la dang quan tri, quan Iy cua ede DN dang kinh doanh du lich bao gdm Ban Tong gidm dd'c Ban Giam dd'c DN, trffdng cae bd phan la nhtfng ngffdi lanh dao, quan Iy va dieu hanh DN, ed kinh nghiem lam vide va bieu tinh hinh kinh doanh cua eae DNDL
Qua trinb dieu tra ngbien ctfu chinh thtfe tai tinh Thffa Thien Hue tff thang 10/2017 de'n thdng
10/2018 Vdi 450 phid'u khao sat phat da thu ve dffde 429 phid'u tra Idi hdp Id dffde stf dung lam dtf lieu cho ngbien etfu chinh thtfc Ty Id hdi ddp cao la nhd gpi didn trffdc, sau de'n trffc tie'p phat phid'u va thu phie'u khao sat (Bang I)
3.2 PhUdng phdp nghiin cdu
Stf dung phffpng phap hdn hdp gitfa nghien ctfu dinh tinh va nghien effu dinh Iffdng
Tid'n hanh phdng vd'n nham lam sang rd kd't qua nghien ctfu sau phdng vd'n va thao ludn nhdm vdi eae giang vidn dang giang day mdt sd' trffdng dai hpe, cdc chuyen gia dang edng tde vidn nghidn effu ve linh vffe du lich vd cdc nha quan tri, quan ly cua nhtfng DN kinh doanh linh vffe du Iich de dieu chinh md hinh nghidn ctfu ciing nhff dieu chinh bo sung phat trien cac thang do, nhdm dam bao gid trj ndi dung phue vu eho nghidn cffu dinh Iffdng sd bd
Stf dung phffdng phap dieu tra thdng qua phdt phie'u khao sat theo mau sd'n de thu thdp dff lieu sP ea'p ttf ede nhd dang trtfc tid'p quan tri, quan ly DNDL Phan tich dff lidu
TN Nha nu'dc thd'ng kd vdi c a c p h a n m e m - S P S S , A M O S n h a m k h d m p h a ede yd'u to vd k i e m dinh thang do, k i e m dinh md'i quan h e qua lai gitfa cdc ye'u td' vd sff t a e d d n g c u a e a c yd'u to' thudc N L C T dd'n kd't q u a kinh d o a n h c u a e d e D N D L da dMdc d e xud't md hinh n g h i e n effu
(3)Bang Thong ke mo td cac bien djnh tinh khao sdt
Dac diem
LTnh viic kinh doanh
Loai hinh DN
Vl tri quan iy
Th§m nien quan iy
So nam DN iap
So vien chi nhanh, van phong dai dien
Qui md DN Ld hanh Khach san Nha hang DN tu nhan Cong ty TNHH Cong ty C6 ph^n Khac Ban tdng giam doc Ban giam doc Trudng bg phan <5nam TCrS-IOnam T d - nam >15 nam <5nam TLI - nam Td -15 nam > 15 nam < T d - T d - >15 < 50 ngudi 50-100 ngudi 100-150 ngudi > 150 ngudi
Sdquan sat 137 150 142 87 122 111 109 161 157 111 108 109 106 106 110 97 118 104 100 122 105 102 114 97 102 116
Ty ie phan trSm (%) 31,9 36,0 33,1 20,3 28,4 25,9 26,4 37,5 36.6 25.9 25,2 26,4 24,7 24,7 25,6 22,6 27,6 24,2 23,3 28,4 24,6 23,8 26,6 22,6 23,8 27,0 Ngudn: Ke't qud xd ly sdlieu dieu tra cda lac gid 4 Kd't qua nghien ctfu
4.1 Ddnh gid thang
Danh gia dp tin cdy bang thang Cronbaeh's Alpha, phan tich nhan td'khanh pha (EFA), pbdn tich nhan td' khang dinh (CFA) va pbdn tich ca'u triic tuyd'n tinh SEM Ke't qua phan tich ca'u true tuye'n tinh cho tha'y md hinh ed 2.719 bac tff do, gia tri kiem dinh ehiquare/df = 1,585 (< 3) vdi p-value = 0,000 va cac ehi sd'phii hdp vdi dff lidu TLI = 0,931 (> 0,9), CFI = 0,935 (> 0,9),
GFI = 0,801 (> 0,8), RMSEA = 0,037 (< 0,05) Cdc chi tieu ddnh gia mffc dp phu hdp vdi dtf lieu quan sat d^u dat the hien d FTinh
Kd't qua cho thd'y, md'i quan he dffde gid thuyd't p-ong md hinh nghidn cffu chinh thu'c cd mtfc y nghia thd'ng kd vi p cd gia tri cao nhd't la 0,049 < 0,05, dat mtfc y nghTa can thie't (d dp tin cdy 95%) Hay ndi each khac, cdc gia thuyd't md hinh nghien cffu chinh thffc deu dffde chap nhdn (Bang 2)
Ke't qua nghien cffu cho tbd'y gia thuye't dat deu mang dd'u (+) the' hidn eac bid'n dpc lap cd quan hd thudn chieu vdi bie'n phu thudc Mtfc dp tde ddng eua ye'u to' vdo bie'n phu thupc theo thtf ttf giam ddn nhff sau: NLTC tdc ddng manh nhd't (0,276), CNTT tdc dpng manh thff hai (0,268), NLPV (0,247), NLTT (0,209), TNXH (0,203), NLQL (0,146), VHDN (0,129), SPDV (0,091) vd eudi eung la ye'u td HATH (0,088)
5 Kd't lu^n va ham y quan tri
5.1 Dudi gdc dp qudn tri DN
Dd'i vdi HATH: DN can xdc dmh la hien tai khach hang dang bdi long vdi HATH eua DN d mtfc dp nao, tff dd xdy dtfng chid'n Iffdc HATH tdm tri khdch hang, quan Iy HATH theo mdt quy trinh chat che, khoa hpc bai ban nhff chu y dd'n ten khau hieu nhac hidu quang cao trffdc edng chiing nham tao cai nhin tich effe tff khdch hang
Dd'i vdi NLTT: DN cdn danh ngan sdch eho marketing nhff truyen thdng quang cdo tang cffdng edng tac truyen thdng ben ngoai thdng qua website, bdo ehi, truydn hinh, internet , vi dd ciing Id kdnh thdng tin ddng vai trd quye't dinh stf Itfa ehpn eua khdch hang, truyen thdng ben ngoai ed tae ddng tich ctfc de'n danh tid'ng cua thffdng hieu
Dd'i vdi NLTC: DN can cd hoat ddng tdi ehinh vffng ehac, ngupn vd'n hoat ddng dam dii manh vd hidu qua phu hdp vdi qud trinh tang trffdng va phdt trien cua minh nham dam bao NLTC eijng nhff kha nang md rdng va phdt trien da dang SPDV; DN thtfdng xuydn doi mdi edng nghe hidn dai dap ffng thep thi trffdng, can phai xdy dffng chie'n Iffde kinh doanh tao HATH, ttf dd huy ddng vd'n se dd bdn, eung nhff cd kba ndng toan, sffc quay vdng vd'n se td't hPn nhanh hdn
(4)KINH DOANH
Hinh 2: Kiem djnh gia thuye't nghien cClu bdng mo hinh
cau trCic tuyen tinh (SEM) cdn phai cd tam nhin chid'n IffPc, Dd'i vdi NLQL: Lanh dao DN
cd kha ndng quan ly nhdm de hd trd sff thay doi thich tfng DN, ludn cd nguyen tac kiem soat vd phtfPng phdp quan ly kinh doanh DN, ludn thuc day tinh than dd'i thoai va cha'p nhan cac y kie'n da dang, hieu bid't td't ve thi trffdng toan cau cd kha nang va thai dp tidn phong de dat dffde muc tidu ed tinb thach thffc kha nang quan Iy bd' tri lao ddng nguon Iffc hieu qua, nha quan tri ludn khuye'n khich lam vide theo nhdm vd cdc md'i quan he hpp tac
Dd'i vdi NLPV: Nhu cau cua khaeh hanh cang tdng, ede DN canh tranh ngdy cang khd'c liet hdn de ddp ffng nhu cau eua khach hdng ndn eac DN can ehu y de'n vide ndng cao chd't lffdng san pham chd't Iffpng phue vu nham dam bao sff hdi long va trung cua kbdeh bang, thffdng xuydn cd chinh sdch ffff dai dd'i vdi khaeh hang thdn thie't, thffdng xuyen lien he giff chdn khach bang
Dd'i vdi SPDV: De Iffdng cha't Iffpng SPDV ma DN cung ca'p thdng qua sff bai ldng cua Bang Ket qua kiem djnh gid trj phan biet gitfa cdc ye'u to mo hlnh tdi hqn
KQKD <- HATH KQKD <- NLMT KQKD «- NLTC KQKD <- NLQL KQKD <- NLPV KQKD <- SPDV KQKD <- CNTT KQKD <- VHDN KQKD <- TNXH
Estimate 0,088 0,209 0,276 0,146 0,247 0,091 0,268 0,129 0,203
S.E 0,040 0,029 0,057 0,050 0,055 0,045 0,050 0,066 0,067
C.R 20,221 70,117 40,874 20,920 40,522 20,038 50,326 10,972 30,013
P 0,026
0,003
0,042
0,049 0,003
Ket qua Chap nhan HI ChS'p nhan H2 Chap nhan H3 Chap nhan H4 Chap nh|n H5 Chap nhan H6 Chap nhan H7 Chap nhan H8 Chap nhan H9 Ngudn- Ki't qud nghiin cdu cua tdc gid
(5)khdch hang kbi da stf dung dich vu ma DN cung ed'p, de ndng eao chat Itfdng SPDV bang edeh da dang hda san pham dich vu, day manh edng tac phat trien them SPDV mdi nham dap tfng nhu eau cho khach bdng cdng tdng hPn, eung nhtf gdng ke't vdi cdng tdc truyen thdng chuyen thdng tin de'n vdi khach hang
Dd'i vdi CNTT: DN can quan tam de'n dau ttf trang thid't bi phan etfng thie't bj dau cud'i nhff mdy VI tinh, laptop, thid't bi thu phat sdng , cting nhff can manh dan dau tff cac phan ffng dung quan ly,thid't ke cac kenh trang truyen thdng xa hdi, eac bpi tbdp, td ehffe sff kien trffc tuye'n trdn nen tang CNTT, ky thudt so'nham tffdng tde vdi kbdeh hang trao doi thao luan ve cung ca'p SPDV nham quan ly dieu hanh edng vide
Dd'i vdi VHDN: DN can xdy dffng tdm nhin stf mdnh rd rang, tff dd xde djnh dffde phffPng hffdng hoat ddng phii hdp Cde nha Idnh dao DN nghidn effu ky Iffdng dffa quyd't dmh chid'n Iffpc kinh doanh phai chinh xde, truyen tai de'n mpi vidn DN, mdi ea nhan can Idm gi de dat dxfCc edng ben vffng eung ehinh dieu tao sff phd'n khieh va ddng Iffc cho nhdn vidn qud trinh edng tae
Dd'i vdi TNXH: DN can thtfc hien day du trach nhidm che' dd chinh sdch tien ltfdng thtfdng, bao hid'm y te', bao hiem xa hdi, chd' dd thai san, benh tdt, nghi Id te't Cae SPDV ma DNDL eung ed'p la djehvu,d, an ud'ng nen phai dam bao stf an toan, stfe khde cho khach hang la tuydt dd'i, nhan vidn dtfdc dao tao chuyen nghidp htfdng dan cung cap thdng tin day du ve SPDV ma DN eung cap eho khaeh hang mpt each rd rdng, hud'n luyen nhan vien phai ludn tdn trpng tid'p thu y kid'n eua khach hang mdt cdch nghiem tue
5.2 Dudi goc dp qudn ly cua Nhd ni0c Tdng ctfdng stf hd trd cua chinh quyen edng tac quan ly Nha ntfdc nhdm thiic day sff phat trien ben vtfng eua ede DN kinh doanh linh vtfc du lieh Ciing vdi sff tdng trffdng manh me eua cac DNDL, Nhd nffde can tao cp ehd'ddc thu dd'i vdi nganh hd trd va tao dieu kien cho cdc DN eanh tranh ldnh manh vd ngoai nffdc Tao dieu kidn mdi trffdng kinh doanh eho eac DN, sff hd trd cua cac sd ban nganh nhff Sd Van hda The thap va Du lich; Sd Ke' hpach va Dau tff, Sd Tai ehinh nhff to chffc cac Idp tdp hud'n ngan ban, eae ehffPng trinh nghi stf, eac cudc bdi thao, sff kidn vi du lieh •
TAI LIEU THAM KHAO:
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(6)KINH DDANH
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Ngay nhan bai: 20/4/2019
Ngay phan bidn danh gia va stfa chtfa: 29/4/2019 Ngay chd'p nhSn dang bai: 10/5/2019 Thdng tin tdc gia •
1 ThS N G U Y I N VAN IT
Trtfdng Dai hoc Cdng nghiep Thtfc pham TP U6 Chi Minh 2 GS.TS H O A N G THI CHINH
Trtfdng Dai hpc Kinh te TP Ho Chi Minh 3 TS TRAN ANH MINH
Trrftf ng Dai hoc Van Lang
IMPACT OF COMPETITIVE FACTORS TO THE BUSINESS
PERFORMANCE OF TOURISM ENTERPRISES
IN THUA THIEN HUE PROVINCE
• Master NGUYEN VAN IT Ho Chi Minh City University ot Food Industry
• Prof PhD, HOANG THI CHINH University ot Economics Ho Chi IVIinh City
• PhD TRAN ANH MINH Van Lang University ABSTRACT:
This study is to identify competitive factors affecting to the business performance of tourism enterprises at Thua Thien Hue province The result shows that (1) Financial capacity, (2) Information technology, (3) Service capacity, (4) Marketing capacity, (5) Social responsibility, (6) Management capacity, (7) Corporate culture, (8) Products and services and (9) Brand image are determinant factors for the business performance of tourism enterprises Based on these results, this study proposes managemental implications to help tourism enterprises in Thua Tbien Hue province achieve their business goals
Keywords: Competitiveness, business performance, tourism enterprises, Thua Tbien Hue province