Nguyen Xuan Hiep. Tap chi Phat tri6n Kmh t6. 27(9), 53-72 53
Cac yeu to anh hu'O'ng den quyet dinh lua chon diem den ciia khach du lich:
Trucmg hop diem den TP. Ho Chi Minh
NGUYEN XUAN HIEP
Trudng Dai hgc Tai chinh - Marketing - nxhiep@ufm.edu.vn
Ngdy nhdn:
26/04/2016 Ngciy nhdn lgi:
28/09/2016 Ngdy duyet ddng:
29/09/2016 Md so:
0416-L83-V07
Tir khoa:
Du lich; Khach du lich;
Lira chon diem den;
TP.HCM.
Keywords:
Tourists: Destination; Ho Chi Minh City
Tom tat
Nghien ciiu kham pha va do ludng cac yeu td anh hudng den quyet djnh lua chon diem den (LCDD) TP.HCM cua khach du Ijch, bang phucmg phap ket hgp nghien cuu djnh tinh va djnh lugng, du lieu dugc thu thap trong khoang thdi gian tir thang 10/2015 den thang 02/2016 vdi 615 khach du ljeh ndi dia va quoc te da tham quan du Ijch tai TP.HCM. Ket qua nghien cuu cho thay cac yeu td anh hudng den quyet djnh LCDD TP.HCM cua khach du Ijch bao gdm: Dgng luc du Ijch, hinh anh diem den, va ngudn thdng tin diem den. Trong dd, thdng tin diem den cd anh hucmg den ddng luc du lich, va ddng luc du Ijch cd anh hudng manh den hinh anh diem den.
Abstract
This study explores and measures the factors affecting tourists' decision to choose Ho Chi Minh City as their destination, using both qualitative and quantitative methods. The survey data covering October 2015-February 2016 are collected from 615 domestic and intemational tourists, who have paid a visit to the city before.
Additionally, the quantitative model based on previous studies is tested by Structural Equation Modelling (SEM). The results indicate that the determinants of the decision made by these tourists include fravel motivation, destination image, and destination information soiuce. Among them the source of information on the destination is found to affect the travel motivation, which, in tum, strongly affects the destination image.
54 Nguyin XuSn Hi$p. T?p chl P h « tri6n Kinh te, 27(9), 53-72
1. Gio'i thieu
Du lich la mgt nganh kinh tg tong hgp gdp phan quan trgng vao chuyen dieh eo cau kinh tg, mang lai ngudn thu ngan sach, thu hiit von dku tu va xuSt khau hang hoa tai cho, tdn tao cac gia trj Ijch su, van hda, bao ve tai nguyen mdi trudng... Chinh vi the, cac quoc gia dgu quan tam phat triln nganh du lich, trong do nhieu quoc gia xem du ljeh la nganh kinh te mQi nhgn. Chu dg LCDD cua khach du lich ciing vi the da nhan dugc sy quan tam cua kha nhigu nghign cim tren the gidi. Trong s6 dd, cac nghien cuu cua Woodside va Lysonski (1989), Um va Crompton (1990), Keating va Kriz (2008), Wu (2009), Mutinda va Mayaka (2012) da phan tich trgng tam vao viec md hinh hda qua trinh LCDD va eac ygu td anh hudng dgn LCDD cua khach du ljeh.
Tai VN, cho den thdi digm hien tai, da cd mdt sd nghign eun da duge thyc hien nhu:
Hoang Thj Dieu Thuy (2010), Nguyen Thj Thu Van (2012), Bui Thj Tam va Mai Le Quygn (2012), tuy nhign, nhin chung cac nghign eun nay chi mdi tap trung phan tich nang lyc canh tranh hay hinh anh digm den ciia mgt dja phuong ma chua di sau kham pha van de LCDD cua khach du Ijch.
Vg mat thyc tign, dudi gdc nhin eua cac chuyen gia qudc tg, VN dugc xem la quoc gia cd nhigu tigm nang va lgi the dg phat trign nganh du ljeh. Vi thg, tii' nhieu nam qua nganh du Ijch ciia VN dugc xac djnh la mdt trong nhirng nganh kinh tg miJi nhgn, trong dd, TP.HCM la dau tau ciia nganh du lich ca nudc. Tuy nhien, neu so sanh vdi cac quoc gia cd ciing tiem nang trong khu vuc nhu Thai Lan, Malaysia thi lugng khach qudc 18 dgn VN ndi chung va TP.HCM ndi rigng cdn rat khigm ton. Dieu dd cho thiy, viec lam sang td cac ygu td quygt djnh LCDD ciia khach du Ijch va nghien ciin cho trudng hgp diem den du Ijch TP.HCM la can thigt, nhim cung cap co sd khoa hgc cho viec hoach djnh chien lugc phat trign nganh du Ijch va cac giai phap thu hiit du khach den TP.HCM noi rigng va VN ndi chung trong giai doan hien nay.
2. Co- so- li thuyet va mo hinh de xuat 2.1. Cas&li thuyet
Cho den nay da cd kha nhieu nghign ciin ve LCDD du lich. Trong so dd, Woodside va Lysonski (1989) da phat trien md hinh chung vg qua trinh LCDD ciia khach du Ijch va cho rang quygt djnh LCDD la kgt qua eiia mgt qua trinh nhan thii'c dan den mgt sy yeu thich, uu dai dac biet trong s6 eae digm dgn khac nhau. Sy yeu thich, uu dai dac biet
Ngu\6n Xuan Hiep. Tap chi Phat tri6n Kinh t6,27(9), 53-72 55
nay bj chi phdi bdi nhan thuc diem den va nhiing tinh cam nhat dinh ma khach du Ijch danh cho nhirng digm dgn khac nhau. Quygt djnh LCDD eiing phu thude vao dac diem gia trj, ddng lyc \'a thai do ciia khach du ljeh trudc anh hudng cua cac chign lugc chieu thi, ciing nhu sy an tugng tii hinh anh ban dau ciia diem den du dg phan loai mgt each cd hieu qua trang thai tinh cam ti'ch eye, tieu eye, hay trung tinh ddi vdi cac dja diem khac nhau.
Um va Crompton (1990) da thir nghiem vai trd ciia nhan thiic va thai do trong qua trinh LCDD du lich va cho rang qua trinh LCDD cd hai giai doan: (1) Giai doan dau hinh thanh suy nghT cd hay khdng cd mgt chuygn du ljeh; (2) giai doan thii hai la LCDD sau khi da quygt dinh chuyen di du Ijch. Um va Crompton (1990) xay dyng md hinh LCDD cua khach du Ijch tren co sd phan tich cac yeu td tac ddng ben ngoai va cac yeu td tie dgng ben trong. Trong dd, cac ygu td tac ddng bgn ngoai cd thg kg dgn la tucmg tac xa hgi va hoat ddng truyen thdng tiep thj (bao gdm: Kinh nghiem du lich trong qua khii, tai lieu quang cao, hoac thdng tin truygn mieng); va eac yeu td tac dgng ben trong (bao gdm: Dac digm ca nhan, dgng ca, gia trj va thai do cua khach du Ijch tigm nang).
Nhin chung, Um va Crompton (1990) cd sy tuong ddng vg quan diem danh gia vai trd trung tam cua nhan thiic digm dgn trong qua trinh LCDD cudi cimg vdi Woodside va Lysonski (1989). Nhan thiic digm den chiu tac ddng cua cac yeu td bgn ngoai nhu hoat ddng truygn thdng chieu thi (Woodside & Lysonski, 1989), cac ygu td mang tfnh kich thich nhu: Hoat dgng truygn thdng marketing, trai nghiem, y kien tham khao tir ban be va ngudi than: va ea sy ehi phdi bdi cac ygu td ben trong mang tinh tam li xa hdi ciia khach du Ijch (Um & Crompton, 1990).
Dya trgn sy tdng hgp If thuygt tir md hinh chung ve qua trinh LCDD cua Woodside va Lysonski (1989), md hinh LCDD ciia Um va Crompton (1990), va md hinh vg sy hinh thanh hinh anh digm den ciia Beerii va Martin (2004), Keating va Kriz (2008) de xuat md hinh if thuyet cac \'eu td tac dgng dgn quyet djnh LCDD cua khach du Ijch Trung Qudc (Hinh 1).
56 Nguy6n 6n Xuan Hiep. Tap chi Phat tri6n Kinh 16, 27(9), 53-72
Nhan td day
Nhan td keo
\ /
Nhdm tac ddng ben ngoai
/ __ Hinh anh \ V diem den /
Nhdm tac ddng ben trong
/ ^ \ '
Lua chgn diem den
Hinh 1. Cac yeu td tae ddng dgn quygt dinh LCDD NguSn: Keating va Kriz, (2008).
Trong dd:
- Nhan td day la nhiing nhan td md ta dgng lyc thuc day con ngudi di du Ijch. Nhiing nhan td nay thude ve ca nhan khach du Ijch, vi the nhan td day khdng chi chju sy chi phdi bdi gia trj khach du ljeh cam nhan dugc ma cdn tiiy thudc vao tinh each ciia khach du Ijch.
- Nhan td keo la nhirng nhan td md ta dac digm ciia diem den, bao gdm: Ngudn tai nguygn thign nhien, co sd ha tang du lich, nghe thuat va Ijch su...
- Nhdm tac dgng bgn trong cd anh hudng dgn nhan thii'c hinh anh diem dgn va quyet dinh cudi ciing, bao gdm cac dac digm xa hdi, kinh tg, van hda, nhan khau hgc ciia ca nhan khach du Ijch.
- Nhdm nhan td tac dgng ben ngoai bao gdm thdng tin tii' xa hgi va truyen thong marketing.
- Hinh anh digm den bao gdm ca yeu to nhan thirc va tinh cam, dai dien cho thai do cua khach du Ijch hudng vg diem den va sy hap dan ciia diem den.
Wu (2009) dg xuat md hinh eac yeu td anh hudng dgn khach du lich qudc tg LCDD Dai Loan dya trgn 3 khia canh: (1) Ddng lyc du Ijch, (2) hinh anh dilm din, va (3) cac dac digm nhan khau - xa hgi hgc. Trong dd:
- Ddng lyc du Ijch dugc xem la yeu to giai thich li do thiic diy con ngudi di du Ijch.
^ - Hinh anh digm dgn la yeu td do ludng kn tugng cua khach du lich truac khi ho den tham dilm din.
Nguyen Xuan Hiep. Tap chi Phat tri6n Kinh t6. 27(9), 53-72 57
- Dac diem nhan khau - xa hgi hgc de cap den thong tin ca nhan bao gom: Gioi tfnh, tuoi tac, tinh trang hon nhan, giao due nghe nghiep, thu nhap va quoc tich.
Kgt qua nghign eiiu cho thay dgng lyc du ljeh va mdt sd dac digm nhan khau - xa hdi hgc ciia khach du Ijch (nhu tudi tac, ddi tac du lich, qudc tjch) cd anh hudng dang ke den quygt djnh LCDD, trong khi do, hinh anh digm dgn cd mirc do anh hudng it hon.
Mutinda va Mayaka (2012) nghign ciru cac ygu td quygt djnh LCDD cua cu dan Nairobi (Kenya) vdi gia thuyet nghign cuu la tdn tai 2 nhdm yeu td (bao gdm: Ygu td mdi trudng va ygu td dac digm ca nhan) tac ddng khi chuygn ddi diem dgn, hoac LCDD cudi ciing. Trong dd, )'gu td mdi trudng bao gdm: Cac ngudn thdng tin, van hda, gia dinh, ldi sdng va thudc tinh digm den anh hudng dgn quyet djnh LCDD; ygu td dac digm ca nhan bao gdm: Dgng co ca nhan, tinh each, thu nhap, trai nghiem... Kgt qua nghign cuu cua Mutinda va Mayaka (2012) cho thay cac yeu td anh hudng dgn LCDD du Ijch eiia ngudi dan Nairobi bao gdm: Kign thiic va phigu lun, mdi quan tam kinh tg, an toan ca nhan, thdng tin digm dgn, ljeh trinh thdi gian du ljeh, dac trung ciia digm den, giai tri va thu gian, gia dinh va ban be, tdn giao va van hda. Cac yeu td nay dugc nhdm thanh 3 thanh phan chfnh la: Ddng lyc du lich, hinh anh digm dgn, va thdng tin digm den. Trong do, dgng lyc du lich anh hudng dang kg ban so vdi cac ygu td mdi trudng (hinh anh digm dgn va thdng tin diem den); ddng thdi, trong khi cae ngudn thdng tin chinh (trai nghiem) anh hudng dgn nhan thiic hinh anh digm dgn, thi ngudn thdng tin thii cap (tuong tac ca nhan) ddng vai trd can thigt trong viec hinh thanh hinh anh diem den thay thg trong qua frinh LCDD.
2.2. Mo hinh li thuyit di xudt
Tdng kgt cac li thuygt va nghign eun trgn day, kg thira md hinh nghign ciin cua Mutinda va Mayaka (2012), va Wu (2009) ciing vdi kgt hgp phan tich cac dac trung cua diem dgn du lich TP.HCM, tac gia dg xuat md hinh nghign ciiu Cdc yiu to dnh hudng din quyet dinh LCDD cua khdch du lich: Trudng hap diim den TP.HCM gom 3 ygu td:
Hinh anh digm dgn, ddng lyc du Ijch va thdng tin digm dgn. Trong dd:
Quyit dinh LCDS
Quy^t djnh LCDD la kgt qua ciia mdt qua trinh nhan thirc dan dgn mdt sy ygu thich, un dai dac biet mgt diem den cu thg trong sd cac digm den khac nhau (Woodside &
Lysonski, 1989); la budc cudi ciing ciia toan bg qua trinh LCDD (Um & Crompton, 1990); la quyet dinh chgn mgt digm dgn cu thg trong so nhieu digm dgn khae nhau, dd
58 Nguyen Xuan Hi6p. Tap chl P h « trien Kinh te, 27(9), 53-72
la kit qua danh gia doi vdi cac thdng tin dilm din va sy hip dan cua hinh anh dilm den;
dugc thiic day bdi ddng lyc di du Ijch ciia du khach trong viec lya chgn mgt dilm din thich hgp nhat ddi vdi hg (Keating & Kriz, 2008).
Hinh dnh diem den
Hinh anh digm den la tdng hgp nhiing nhan thiic ciia khach du ljeh ve diem den thong qua qua trinh tiep nhan thdng tin tii' cac ngudn khac nhau (Beerii & Martin, 2004). Do la an tugng va sy nhan thii'c toan dien duge tao ra bdi diem den, bao gdm cac dac diem chuc nang lign quan dgn khia canh hiln hinh va cae dac diem tam li lien quan din khia canh vd hinh ciia digm den (Echtner & Ritchie, 1991). Trong nghign eiin nay, hinh anh digm den la mgt khai niem bac 2 dugc ke thiia tii' md hinh cua Beerii va Martin (2004) gdm 6 thanh phan: (1) Co sd ha tang va kha nang tiep can diem den, (2) ljeh su va van hda, (3) digu kien giai tri va thu gian, (4) mdi trudng chfnh tri va kinh tl, (5) am thyc va mua sam, va (6) mdi trudng canh quan. Trong dd:
- Co sd ha tang va kha nang tigp can dilm din, bao gdm: Su phat triln ciia he thing giao thdng, san bay, ben cang; dich vu y tl; viin thdng; ca sd ha tSng kiln true xay dyng va thuong mai; he thdng nha hang, khach san; cac co sd kinh doanh du Ijch...
- Ljeh sir va van hda, bao gom: Cac edng trinh kiln triic, nghe thuat; cac di ti'ch Ijch su, cac di san va le hgi van hda; cac phong tuc tap quan, tdn giao...
- Digu kien giai tri va thu gian, bao gdm: Cac dilm tham quan; cac cdng vign vui chai, giai tri; cac hoat dgng giai tri, thi thao, van hda, nghe thuat...
- Mdi tru'dng chinh trj va kinh tl, bao gom: Sy dn djnh chfnh trj va cac khuynh hudng chinh trj; tinh minh bach, r5 rang cua cac quy tic, luat le; dilu kien phat triln kinh tl va kha nang tim kilm co hdi kinh doanh...
- Am thyc va mua sam, bao gom: Cac hoat dgng im thyc, mua sim; eac mdn an doc dao; phong each phuc vu va gia ca...
^ - Mdi tru'dng canh quan, bao gdm: Cac danh lam thing canh; dilu kien khi hau, th&i tiet; tinh trang 6 nhilm mdi trudng; miie do dam bao an ninh, an toan cho khach du Ijch va rao can ngdn ngii'...
Ve tinh chat anh hudng, Baloglu va McCleary (1999) da chiing minh hinh anh dilm den cd anh hudng quan trgng trong viee LCDD. Prayag va Ryan (2011) cho ring hinh anh thu'dng dugc chip nhan nhu la nhan td keo quan trgng cho sy thanh cdng va phat tnen eiia mgt digm din du Ijch. Cac mo hinh nghign cim ciia Keating va Kriz (2008),
Nguyen Xuan Hiep. Tap chi Phat trijn Kinh t6, 27(9), 53-72 59
Wu (2009), Mutinda va Mayaka (2012) dlu khing dinh dilm din cang hip dan cang cd tac dgng ldi keo khach du ljeh tim kiem diem den.
Gid thiit HI: Hinh dnh diim den co dnh hu&ng ciing chiiu din quyit dinh LCDD cita khdch du lich.
Bong luc du lich
Dgng lyc du ljeh la yeu td giai thfch If do thiic day con ngudi di du ljeh (Wu, 2009);
la yeu td bgn trong tae dgng va gdp phan hinh thanh thai do cua khach du Ijch (Jamrozy
& Uysal, 1994). Trgn ca sd tdng kgt cac nghign eiiu truac dd, Hudson (1999) cho thay ddng lyc du ljeh la yeu td chi'nh quygt dinh thai do va su LCDD ciia khach du Ijch va digu nay ciing dugc khang djnh trong md hinh nghien cuu ciia Wu (2009), va Mutinda va Mayaka (2012).
Cac nghien ciiu ciia Echtner va Ritche (1991), Baloglu va McCleary (1999), Martin va Rodriguez (2008) deu cho thay ddng lyc du Ijch anh hudng manh va cung chigu den hinh anh diem dgn, dii trudc do du khach chua vigng tham nd. Ngoai ra, Keating va Kriz (2008) cdn xac nhan ddng lyc du Hch la nhan td day va mgt phan cua yeu td bgn trong anh hudng tfch eye den nhan thiic vg hinh anh diem dgn.
Gid thiit H2: Dong luc du lich dnh huang ciing chiiu din quyit dinh LCDD ciia khdch du lich.
Gid thiit H3: Dong luc du lich dnh hu&ng cung chiiu den hinh dnh diim din md khdch du lich dd lira chon.
Thong tin diim den
TTDD la cac thong tin quan trgng ve diem den du lich (Mutinda & Mayaka, 2012); la cac thong tin ma khach du lich nhan dugc bao gom: Kinh nghiem trong qua khii, quang cao va chien lugc chieu thi, thong tin tir ban be, gia dinh va xa hgi (Um
& Crompton, 1990).
Andreu va cgng su (2000) cho rang khach du lich nhan thiic diem den dya tren nhtrng kien thiic ve diem den, hoac do trai nghiem truac do. Ket qua nghien ciiu cua Laws (1995), va Mutinda va Mayaka (2012) cho thay, cac thong tin tich cyc ve dilm din anh hudmg cimg chieu den hinh anh digm dgn va quyet dinh LCDD. Ket qua nghien ciiu ctia Mayo va Jarvis (1981) xac nhan cac thdng tin digm den anh hucmg den nhan thuc va do d6 anh hudmg den dgng lyc du lich.
Gid thiit H4: Thong tin diim den dnh hu&ng ciing chiiu din hinh dnh diim din.
60 Nguyen Xuan Hi6p, Tap chi Phat tri6n Kinh te, 27(9), 53-72
Gid that H5: Thong tin diim din dnh huang cung chiiu din dong luc du lich.
Gid thiit H6: Thong tin diim din dnh hu&ng citng chiiu din quyit dinh LCDD ciia khdch du lich.
Hinh 2. Md hinh li thuylt dl xuit 3. Phu-ffng phap nghien cuu
Qua trinh nghign ciiu gom 2 giai doan: Nghign cim so bd va nghign ciru chinh thiic:
Giai dogn nghiin cieu sa bo: Tac gia sii' dung phuong phap nghign ciiu djnh tinh, trong do su dung kT thuat thao luan nhdm tap trung vdi 2 nhdm khach du Ijch (nhom khach du Ijch trong nudc gdm 10 ngudi, va nhdm khach du Ijch nudc ngoai gdm 8 ngudi) theo ngi dung thao luan do tac gia xay dyng nhim thim dinh mo hinh li thuylt cac ylu to anh hudng den quylt djnh LCDD du Ijch TP.HCM ciia khach du Ijch, ddngthdi phat trign thang do cac khai niem nghign cu'u dya vao thang do cua cac nghign ciiu trudc.
Giai doan nghign eun chinh thiic: Tac gia tiln hanh cac budc theo phuong phap nghien eun djnh lugng nhu sau:
- Thu thap du' lieu nghign cuu bing hinh thuc phdng vin true tilp ddi vdi du khach dang tham quan tai TP.HCM, bao gdm khach du Ijch ndi dia va qudc tl theo phuang phap lay mau thuan tien, vdi kich thudc miu bing 615 (Bang 1)
Nguyen Xuan Hiep. Tap chi Phat lri6n Kinh 16. 27(9). 53-72 6 1
- Danh gia do tin cay va gia trj cac thang do b i n g he so tin cay Cronbach's Alpha va phan tich nhan td kham pha (EFA) thdng qua phan mgm xir li SPSS 16.
- Danh gia do phii hgp cua md hinh thang do vdi dii lieu thi trudng bang phan tich nhan td khang djnh (CFA).
- K i l m djnh do phii hgp cua md hinh li thuylt ciing cac gia thuygt nghign ciru bang phan tich md hinh cau tnic tuygn tinh (SEM).
- Kiem dinh cac udc lugng trong md hinh li thuyet (da dugc udc lugng bang phucmg phap udc lugng tdi un - ML) bang phan tich Bootstrap.
- Kigm djnh cd hay khdng sy khac biet ve md hinh nghign cim theo dac diem nhan khau hgc ciia khach du Ijch bang phan tich cau tnic da nhdm (Multigroup Analysis).
B a n g 1
Thdng tin mau nghign cim theo cac dac digm nhan khau hgc
Qudc tich
Cac dac diem nhan khau hgc NN Nudc ngoai
Tan sd 290 325
Tan suat 47,2 52,8
Nu 287 Gidi tinh
Nam 328 53,3 20-35 245 39,8 Ddtudi 36-50 317 51,6
Tren 50 53 Dudi cao dang 214 34,8 Hgc vdn Cao dang, dai hgc 219 35,6 Tren dai hoc 182 29,6
Tinh trang hdn nhan
Khdng trong hdn nhan 252 41,0 Dang trong hdn nhan 363 59,0
62 Nguy6n XuSn Hiep. Tap chi Phit tri6n Kinh te, 27(9), 53-72
Cac dac diSm nhan khau hgc Tan sd Tan suat Lan dau
Sd lan den tham TP.HCM
Lan thir 2 trd len
425 163
73,5 26,5
Tdng cgng 615 100
Ngudn: Ket qua khao sat cua tac gia
4. Ket qua nghien ciru
Khang djnh 3 ygu td dugc dg xuat la nhii'ng ygu td chinh anh h u d n g d i n quylt djnh LCDD TP.HCM ciia khach du lich, ddng thai phat triln thang do (thang do Likert 7 bac vdi cac miic do tir 1 la hoan toan khdng dong y d i n 7 la hoan toan ddng y) cac khai niem nghien ciin gdm 47 biln quan sat (Bang 2).
Bang 2
Thang do cac khai niem nghien cim Khai niem
nghien ciiu
Bien
quan sat Phat bieu Ngudn
Co sd ha tSng va kha nang tiep can diem den
HTTCl HTTC2 HTTC3 HTTC4 HTTC5 HTTC6 HTTC7
HTTC8
TP.HCM cd he thdng giao thdng phat triln TP.HCM cd djch vu y tl phat friin Djch vu thdng tin, fruyin thdng phat triln Cd nhieu cdng trinh xay dimg hien dai He thdng khach san, nha hang cd chat lugng Cac trung tam mua sam da dang
He thdng frung tam Ifl- hanh, cdng ty du Ijch phat (2012) trien
Ddi ngu hudng dSn vien du Ijch chuyen nghiep
Chi va Qu (2008);
Bozbay va Ozen (2008);
Mutinda va Mayaka
Lich sii va van hda
LSVHl LSVH2 LSVH3 LSVH4
TP.HCM cd cac cdng trinh kiln triic dac sdc Cd cac di tich Ijch sii, di san van hda dgc dao Cac le hdi van hda da dang, hdp din Ngudi dan than thien, hilu khach
Mutinda va Mayaka (2012).
Nguyen Xuan Hiep. Tap chi Phat triin Kinh t6, 27(9), 53-72 63
Khai niem nghien ciiu
Bien
quan sat Phat bieu Ngudn
GTTGl TP.HCM cd nhieu noi de tham thii, tim cam giac la Dieu kien GTTG2 Cd nhieu Spa giiip thu gian, chira benh
giai fri GTTG3 Cd nhieu chuang trinh dien nghe thuat dac sac va thu gian GTTG4 Cudc sdng, hoat ddng ve dem da dang
GTTG5 Cac hoat ddng ngoai frdi, the thao phong phu Mdi truang
chinh frj va kinh te
CTKTl TP.HCM cd tinh hinh chinh trj dn djnh CTKT2 Cac quy tac, luat le rd rang
CTKT3 It xay ra from cudp, te nan xa hgi CTKT4 La trung tam kinh te phat frien, nang ddng
Chi va Qu (2008);
Mutinda va Mayaka (2012) Chi va Qu (2008)
ATMSl TP.HCM cd nen am thyc phong phli ATMS2 Cd nhieu mdn an ddc dao
Am thuc ATMS3 Hoat dgng mua sam da dang va mua sam ATMS4 Phong each phuc vu chuyen nghiep
ATMS5 Gia ca an udng, mua sam phai chang ATMS6 Cac mat hang luu niem dac sac, phong phii
Mdi trudng canh quan
MTCQl TP.HCM cd khi hau, thdi tiet de chju quanh nam MTCQ2 'Nhieu canh quan de tham quan, kham pha MTCQ3 Mdi tmdng sdng it bj d nhiem khdi bui, tieng dn MTCQ4 Du khach khdng bj han che bdi rao can ngon ngu MTCQ5 Dam bao an ninh, an toan cho khach du lich
Chi va Qu (2008);
Mutinda va Mayaka (2012)
Bozbay va Ozen (2008);
Mutinda va Mayaka (2012) DLDLI Anh/chi den TP.HCM la de giai fri
DLDL2 De chiing kien nhiing net dac trung ciia TP.HCM Dgng luc DLDL3 De tham quan, kham pha
du lich DLDL4 De giao luu, hgc hdi, tim kiem ca hdi kinh doanh DLDL5 Ket hgp tham ngudi than
DLDL6 De de dang tiep can cac dilm den du lich khac
Wu (2009);
Mutinda va Mayaka (2012)
64 Nguyen Xuan Hiep. Tap chi Phat tri6n Kinh 16, 27(9). 53-72
Khai niem nghien ciiu
Thdng tin diem den
Bien quan sat TTDD I TTDD2 TTDD3 TTDD4
Phat bieu Nguon
Anh/chj bilt din TP.HCM la dya vao kinh nghiem Thdng qua ban be/ddng nghiep/ngudi than Thdng qua cac phucmg tien truyen thdng, Internet Thdng qua dai li du Ijcli/tilp thj du Ijch
Um v4 Crompton (1990);
Quyet dinh LCDD
QDDDl
QDDDl
QDDDl
QDDDl
QDDDl
Anh/chj da can nhic kT luong trudc khi LCDD TP.HCM
Anh/chi cho rjng quylt djnh LCDD TP.HCM cua anh/chj la hoan toan diing dan
Anh/chj gia- nguyen quylt dinh LCDD ngay ca khi cd ca hdi dugc thay ddi
Anh/chj se gidi thieu diem din TP.HCM cho nhung ngudi khac
Anh/chj hai Idng vdi quylt djnh chgn dilm den TP.HCM
Keating va Kriz (2008);
Mutinda va Mayaka (2012).
Ngudn: Ket qua nghien ciiu djnh tinh
K i t qua Cronbach's Alpha, sau khi loai 2 bien quan sat cua thang do am thyc mua sim va dgng lyc du Ijch cd tuong quan bign tdng thap ban kha nhigu so vdi cac bign con lai, thang do cac khai niem nghign ciin dgu dat do tin cay (Bang 3).
Bang 3
Ket qua danh gia so bg cac thang do bang Cronbach's alpha STT
1 2 3 4 5 6
Thang do cac khai niem Co sd ha tang va kha nang tiep can diem den
Ljeh sit va van hda Giai tri va thu gian Chinh trj va kinh te Am thuc va mua sam Mdi trud'ng canh quan
Ky hieu HTTC LSVH GTTG CTKT ATMS MTCQ
Sd bien quan sat 8 4 5 4 5 5
He sd Cronbach's
Alpha 0,923 0,925 0,911 0,878 0,883 0,901
He sd tuang quan bien-tdng
nhd nhat 0,695 (HTTC5) 0,797 (LSVH4) 0,744 (GTTG2) 0,687 (CTKT3) 0,657 (ATMS5) 0,609 (MTCQ4)
Nguyin Xuan Hiep. Tap chi Phat tri6n Kinh 16, 27(9), 53-72
STT Thang do
cac khai niem
Ky hieu
Sd bien quan sat
He sd Cronbach's
Alpha
He sd tucmg quan bien-tdng
nhd nhat Ddng luc du lich
Thdng tin dilm den Quylt djnh LCDD
DLDL 5 TTDD 4 QDDD 5
0,945 0,893 0,901
0,810 (DLDL5) 0,743 (TTDD2) 0,719 (QDDD3) Nguon: Ket qua phan tich du lieu nghien cim
Kgt qua phan tich EFA (sau khi loai 6 bign cd trgng sd nhan td khdng dat ygu cau <
0,4; hoac cd chgnh lech trgng sd nhan td khdng dat tigu chuan > 0,3) cd 39 bien quan sat dugc nit trfch vao 9 nhan td nguygn gdc tai Eigenvalue = 1,012 va phuong sai trfch dat 71,015%, ddng thdi cac trgng sd tai nhan td cua cac bign dugc trich vao cac nhan td deu dat ygu cau.
Kgt qua CFA thang do hinh anh digm dgn va CFA md hinh tdi ban (sau khi loai cac bign quan sat cd chi sd Modification Index - MI: Do ludng tuong quan giira cac sai sd ciia cac bien quan sat rat cao), cho thay md hinh thang do cac khai niem phii hgp vdi dii lieu thj trudmg. Cac trgng sd hdi quy dgu dat tieu ehuan > 0,5 va cd y nghTa thdng kg (p
< 0,05), chiing td thang do cac khai niem nghign ciiu trong md hinh If thuygt dat gia trj hgi tu. Cac he sd tuong quan giira cac khai niem deu < 1 va cd y nghTa thdng ke (p <
0,05), chiing td cac khai niem dat gia trj phan biet. Cac thang do deu cd do tin cay tdng hgp va he sd Cronbach's Alpha dat ygu cau, chimg td thang do khai niem trong md hinh tdi han dat yeu eau vg gia trj va do tin cay.
Kgt qua SEM md hinh If thuyet (chuan hda) cho thay md hinh If thuygt phii hgp vdi dii lieu thi trudng (Hinh 3). Kgt qua udc lugng mdi quan he nhan qua giiia cac khai niem trong md hinh If thuygt (Bang 4) cho thay mdi quan he giiia thdng tin digm d i n va quylt dinh LCDD khdng ed y nghTa thdng kg (p = 0,660 > 0,05), nghTa la chua cd co sd d l khang dinh thdng tin digm dgn anh hudng tryc tiep dgn q u y l t dinh LCDD. Ndi each khac, gia thiet H6 bj tir chdi.
65 Nguyin Xuan Hiep. Tap chi Phat triln Kinh tl, 27(9), 53-72
Chisquare= 1738.43S; df= 548; P= .OOO;
Chls<|uare/df= 3.172;
GFI= .857; TUI= .926; CF1= .932;
RMSEA= .059 Hinh 3. Kit qua SEM md hinh If thuygt (chuan hda) Nguon: Ket quii phan tich du lieu nghien cuu
Bang 4
Kgt qua kiem dinh mdi quan he nhan qua giiia cac khai niem
DLDL HADD HADD GTTG CTKT HTTC
Quan he
<—
<—
<—
<—
<—
<—
TTDD DLDL TTDD HADD HADD HADD
Gia trj udc lugng trung
binh 0,362 0,562 0,410 0,772 0,821 0,910
Sai lech chuan
0,065 0,031 0,044 0,059 0,053
Gia frj tdi han
8,364 14,046 11,024 17,641 16,567
Miicy nghTa
***
*+*
***
***
***
Nguyin Xuan Hiep. Tap chi Phat triln Kinh tl, 27(9), 53-72 57
MTCQ ATMS LSVH QDDD QDDD QDDD
Quan he
<—
<—
<—
<—
<—
<—
HADD HADD HADD HADD DLDL TTDD
Gia trj udc lugng trung
binh 0,831 0,681 0,724 0,571 0,118 0,021
Sai lech chuan 0,053 0,039 0,056 0,074 0,042 0,057
Gia trj tdi han
18,855 13,847 17,078 7,835 2,199 0,441
Mirc y nghTa
***
***
***
^^^
0,028 0,660 Ghi chii: ***: Miic y nghTa < 0,001
Nguon: Tinh toan ciia tac gia
Ket qua udc lugng (chuan hda) mdi quan he nhan qua giira cac khai niem trong md hinh li thuygt va kgt qua udc lugng cac tham sd bang phuong phap ML va cho thay ngoai mdi quan he giiia thdng tin vg digm dgn va quygt djnh LCDD, cac mdi quan he cdn lai giiia cac khai niem trong md hinh li thuyet dgu mang dau duong va cd y nghTa thdng kg (p < 0,05). Digu nay chiing td ngoai gia thuygt H6 (thdng tin diem dgn anh hudng cimg chigu dgn quygt djnh LCDD) bj tir chdi, cac gia thuyet cdn lai deu dugc chap nhan.
Kgt qua udc lugng Bootstrap dugc thyc hien bang each lay mau lap lai vdi kfch thudc n = 1.500 cho thay, do chenh (Bias) va sai sd lech chuan ciia do chech (SE-Bias) giira udc lugng Bootstrap vdi udc lugng tdi un ML sir dyng trong nghign ciin kigm dinh cd xuat hien, nhung sai lech chuan cua do chech khdng cd y nghTa thdng kg (< 0,05), chiing td kgt qua udc lugng tren day la dang tin cay.
Ket qua phan tfch cau tnic da nhdm cho thay hien tai chua cd sy khac biet ve cac yeu to anh hudng den quyet dinh LCDD du lich TP.HCM theo qudc tich, gioi tinh, do tudi, trinh do hgc van va tinh trang hdn nhan, tuy nhien cd sy khac biet giila cac nhom khach du lich theo sd Ian den tham TP.HCM: Chua tim thay dgng luc du lich cua nhdm khach du lich den tham TP.HCM tir lan 2 trd len cd anh huong tryc tiep den quyet dinh LCDD, song ddi voi hg hinh anh digm dgn lai cd anh hudng den quylt dinh LCDD manh hon so voi nhdm khach du lich den tham TP.HCM lan diu.
Kit qua tdng hgp cac yeu td anh hudng den quyet dinh LCDD du lich TP.HCM (Bang 5) cho thay so vdi cac cac nghien ciiu trudc, nghien ciiu nay chi ra thdng tin
68 Nguyin Xuan Hi6p Tap chi Phat triln Kinh tl, 27(9), 53-72
dilm din cd anh huong din dgng lyc du lich (P = 0,362); dgng luc du lich cd anh hudng manh din hinh anh dilm din (P = 0,562), ddng tho'i hinh anh digm din ciing anh huang manh din quyet dinh LCDD (P = 0,571), nhung chua tim thiy thdng tin dilm din anh hudng true tilp din quylt dinh LCDD. Nhiing ket qua nay dugc giai thfch nhu sau:
Bang 5
Tong hgp anh hudng cua cac yeu td dgn quygt djnh lya chgn digm den du Ijch TP.
HCM
Miic do anh hudng giira cac yeu td True tiep 0,362 TTDL
Gian tiep
DLDL True tiep Gian tiep
0,410 0,203 0,562
HADD
Tryc Gian
tiep tiep
0,393 0,118 0,321 0,571
QDDD Nguon: Ket qua phan tich cila tac gia
Thic nhdt, theo Kotier (2001): "Mgt nhu cau se trd thanh dgng co khi tang len din
mgt miic du manh. Mgt dgng co la mgt nhu ciu cd siic du manh dl thoi thiic ngudi ta hanh dgng. Viec thda man nhu cau se lam giam bot sy cang thing phai hanh dgng".
Bdi the, ddi vdi nhdm khach du lich din tham TP.HCM tir lin 2 tro len, nhu ciu cua hg phan nao da dugc thda man, do dd khong cdn du manh dl trd thanh dgng ca nhir nhdm khach du lich lin diu din tham, tuy nhien, bu lai hg la ngudi co chinh kiln va trai nghiem ve diem den, nen hinh anh dilm din trd thanh dgng lyc manh me thoi thiic den tham nhiing lin sau nlu dilm din dd thuc sy cd siic hip dan hg.
Thir hai, theo If thuylt ve qua trinh LCDD cua Um va Crompton (1990), thdng tin
digm dgn cd vai trd quan trgng giiip khach du lich hinh thanh nhan thiic mgt each diy
dil ve diem den cung nhu phat triln nhan thiic dilm din, tit do tao dyng hinh anh
diem dgn va kfch thfch dgng lyc du lich cua khach du lich. Tuy nhien, vin dl ngudi
tieu dimg se hanh dgng nhu thi nao trong thyc tl cdn chiu anh huong tii nhan thiic
Nguyin Xuan Hiep. Tap chi Phat triln Kinh tl, 27(9), 53-72 69
cua hg ve tinh hudng liic do (Kotier, 2001). Bdi thi, thdng tin dilm den khong nhat thiet anh hudng tryc tiep den quyet dinh LCDD ciia khach du lich.
5. Ket luan va ham y chinh sach
Sau khi lugc khao tdng kgt cac li thuygt va nghign cim trudc, tac gia phan tfch cac dac trung cua digm dgn du lich TP.HCM va dg xuat md hinh If thuygt nghign cim cac ygu td anh hudng dgn quygt dinh LCDD du lich cua khach du Ijch: Trudng hgp diem dgn du Ijch TP.HCM cho thay, d thdi diem hien tai cd 3 yeu td anh hudng dgn quyet djnh LCDD TP.HCM cua khach du Ijch la: (1) Hinh anh dilm din, (2) dgng lyc du ljeh, va (3) thdng tin digm dgn. Trong dd:
Hinh anh digm dgn la ygu td cd anh hudng manh nhat dgn quygt djnh LCDD TP.HCM cua khach du lich (P = 0,571). Hinh anh digm dgn la khai niem bac 2 dugc do ludng bdi 6 thanh phan: Co sd ha tang va kha nang tiep can digm dgn. Ijch su va van hda, digu kien giai tri va thu gian, mdi trudng chinh trj va kinh tg, am thyc va mua sam, mdi trudng canh quan.
Ddng lyc du ljeh cd anh hudng kha manh dgn quygt dinb LCDD TP.HCM ciia khach du lich (P = 0,439). Trong dd, mirc do anh hudng tryc tigp thap hon nhieu (P = 0,118) so vdi anh hudng gian tiep thdng qua hinh anh diem den (P = 0,321).
Thdng tin digm dgn, mac dii chua tim thay cd anh hudng tryc tigp dgn quygt djnh LCDD TP.HCM, nhung cd anh hudng gian tigp quan trgng dgn quyet djnh LCDD TP.HCM thdng qua ddng lyc du lich va hinh anh digm dgn (P = 0,393).
Dya vao ket qua cua nghign cuu va lign he thyc tign, cac ham y chinh sach nham gia tang kha nang thu hut khach du Ijch LCDD TP.HCM trong giai doan hien nay dugc rut ra nhu sau:
Mot la, uu tign dau tu day manh boat dgng xiic tien du lich. Trong dd, mac dii anh hudng dgn quygt djnh LCDD thap hon so vdi hinh anh diem dgn va ddng lyc du Ijch nhung ngudn thdng tin digm dgn lai cd anh hudng manh dgn ddng lyc du Ijch va hinh anh digm dgn. NghTa la, dau tu cho boat dgng xiic tign du Ijch se giai quygt dugc ciing luc ca 3 myc tigu la ngudn thdng tin diem den, ddng lyc du ljeh va hinh anh diem din.
Ngoai ra, ngudn lyc dau tu cho xiic tien du lich se rat nhd so vdi ngudn lyc dau tu dl nang cao hinh anh digm dgn ciing se la mdt thuan lgi cho TP.HCM.
Hai Id, nang cap hinh anh digm dgn du ljeh TP.HCM bang cac giai phap:
70 Nguyin Xuan Hiep. Tap chi Phat triln Kinh tl, 27(9), 53-72
Nang cao chit lugng san pham du Ijch dac thii, gin vdi ngudn tai nguyen va tiem nang sin cd cua TP.HCM va nhirng dja phuong phy can dg tao ra nhiing san pham du lich rigng biet, dam da ban sic dan tdc mang thuang hieu du Ijch Viet ndi chung va TP.HCM ndi rieng.
- Nang cip co sd ha ting chung va ha tang du lich theo cac hudng xanh, sach, dep bing each thu hut vdn, cdng nghe phii hgp, phat triln ddng bd co sd ha tang, cac dilm tham quan du Ijch ven sdng; xay dyng va de xuat mgt sd chfnh sach uu dai vg dat, gia dien, lai suit vdn vay cho cac dy an phat trien du Ijch sinh thai.
Tang cudng boat ddng quan li nha nudc dg chan chinh boat ddng kinh doanh djch vu du lich cua cac doanh nghiep, giai quylt tinh trang tuy tien nang gia ban hang hoa, djch vy, hoac cheo keo, cudp giat... khach du lich.
Ba Id, phoi hgp vdi cac trudng dai hgc, cao dang nang cao chat lugng dao tao nghiep vy hudng dan vign du Ijch, trong dd chii trgng dao tao tigng Anh, Nhat, Hoa, Han...
trong bdi canh thj trudng du khach tigm nang cua TP.HCM dang dan chuyen djch sang khu vyc Ddng A.
Bon Id, tang cudng lien ket, hgp tac giiJa Sd Van hda - Thg thao - Du Ijch TP.HCM vdi cac tinh, thanh pbd trong viec quang ba thuang hieu va phat trign cac tuygn du Ijch lien tinh, xuyen Viet, trong do digm dau hoac diem cudi la TP.HCM.
Cudi ciing, ciing nhu cac nghign cim khac, nghien cim nay cdn mgt sd ban che nhat djnh. Dd la mau nghign ciiu dugc chgn bang phuang phap thuan tien; miic do giai thich (R'^) ciia cac khai niem trong md hinh li thuygt chua cao, chii'ng td se cdn cd nhiing yen td khac, cac bign quan sat khac cd kha nang giai thich cho cac khai niem trong md hinh va quylt djnh LCDD TP.HCM cua khach du ljeh. Vi thi, nhiing nghign ciiu tilp theo can tang co mau nghien ciin nlu sir dyng phuang phap chgn miu thuan tien; hoac ap dung cac phuong phap chgn mau cd tinh dai dien cao hon.B
Tai lieu tham khao
Andreu, L., Bigne, J. E., & Cooper, C. (2000). Projected and perceived image of Spain as a tourist destination for British travelers. Journal of Travel & Tourism Marketing, 9(4), 47-67.
Baloglu, S. & McCleary, K. "W. (1999). A model of destination image formation. Annals of Tourism Research. 26(4), 868-897.
Beerii, A. & Martin, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 3/(3), 657-681.
\'gu>in Xuan Hiep. Tap chi Phat triln Kinh 16, 27(9). 53-72 71
Bozbay, Z. cS: Ozen, H. (2008). Measuring the Destination Images of European Cities. The 4th World Conference for Graduate Researchin Tourism, Hospitality and Leisure, 725-738.
Bui Thi Tam & Mai Le Quyen. (2012). Danh gia kha nang thu hut du khach cua diem den Hue. Tgp Chi Khoa hoc. 726(3), 295-305.
Chi, C. G.-Q, & Qu, H. (2008). Examining structural relationship of destination image, tourist satisfaction, and destination loyalty: An integrated approach. Tourism management, 29(4), 624- 63.
Echtner, CM., & Ritchie, J. R. B. (1991). The meaning and measurement of destination image. The Journal of Tourism Studies, 2(2), 2-12.
Hoang Thj Dieu Thiiy. (2010). Nghien ciiu cac chi bao phat trien du ljeh ben viing tai cac diem tham quan du Ijch thudc quan the di tich Hue (VN). Tgp chi khoa hgc, Dgi hgc Hui, 62, 127-140.
H'-idson, S. (1999). Consumer behavior related to tourism. In A. Pizam & Y. Manfeld (Eds.), Consumer Behavior in Travel and Tourism (7-32), New York: The Haworth Hospitality Press.
Jamrozy, U. & Uysal, M. (1994). Travel motivation variations of overseas German visitors. In M.
Uysal (Eds.), Global Tourism Behavior (135-160), Binghamton, "NY: Intemational Business Press.
Keating, B. W. & Kriz, A. (2008). Outbound tourism from China: Literature review and research agenda Journal of Hospitality and Tourism Management, /5(2), 32-41.
Kotier, P. (2001). Qudn Tri Marketing. Vfl Trgng Himg djch, Ha Ndi: NXB Thdng ke.
Laws, E. (1995). Tourist Destination Management: Issues, Analysis, and Policies. New York:
Routledge.
Martin, H. S. & Rodriguez, I. A. (2008). Exploring the cognitive affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), 263-277.
Mayo, E. J. & Jarvis, L. P. (1981). The Psychology of leisure travel: Effective marketing and selling of travel services. Boston: CBI.
Mutinda, R. & Mayaka, M. (2012). Application of destination choice model: Factors influencing domestic tourists destination choice among residents of Nairobi, Kenya. Tourism Management, 33(6), 1593-1597.
Nguyen Thj Thu Van. (2012). Nghien ciiu nang luc canh franh diem den du Ijch Da Ning Tgp chi khoa hgc. 8,5-12.
Prayag, G. & Ryan, C. (2011). The relationship between the 'push' and 'pull' factors of a tourist destination: The role of nationality - an analytical qualitative research approach. Current Issues in Tourism, 14(2), 121-143.
Um, S. & Crompton, J. L. (1990). Attitude determinants in tourism destination choice. Annals of Tourism Research, /"(3), 432-448.
72 Nguyin XuSn Hiep. Tap chi Phat trien Kinh tl, 27(9), 53-72
Um, S. & Crompton, J. L. (1990). The Roles of Perceived Inhibitors and Facilitators in Pleasure Travel Destination Decisions. Journal of Travel Research, 30(3), 18-25.
Woodside, A. G. & Lysonski, S. (1989). A general model of traveler destination choice. Journalof Travel Research. 27(4), 8-14.
Wu, W. C. (2009). Factors affecting destination choice for inbound tourist to Taiwan. M.A thesis, National Cheng Kung University.