Cac nhan to anh hirdng den viec
ra quyet dmh di du ljch cua khach hang:
Nghien cufu triTofng hgip
khach du lich outbound Viet Nam
• •
DOAN VAM TGAM- Tom t^t
Muc tiiu cua nghien cdu ndy nhdm hieu sdu hffn ve qud trinh ra quye't dinh mua (di du lich) cua khdch hdng trong linh vUc du lich, cu the do'i vdi khdch hdng trong phdn khuc thi trUdng du lich outbound (dua khdch Viet Nam di du lich nudc ngodi). Ket qud nghien cdu cho thdy, nhdng nhdn td dnh hudng de'n su ra quyi't dinh di du lich cua khdch hdng, gdm: Hinh dnh diim di'n (DES); Tii'p can khdch hdng cua doanh nghiep hay qudng cdo cua doanh nghiep;
Mgng xd hoi vd thong tin truyin mieng.
TiJf khoa: quye't dinh di du lich, khdch du lich, outbound Viet Nam Summary
The study is to gain a deeper understanding of the buying (travel) decision-making process of customers, specifically for outbound market (taking Viemamese travellers oversea).
The outcome reveals factors affecting the travel decision-making of customers, which are Destination image (DES); Access to customers or advertising of the business: Social networks and word of mouth information.
Keywords: travel decision-making, tourists, Vietnam's outbound markel
GI61 THIEU outbound va tao hinh anh ngay cang td't hdn cua ngtfdi Viet Nam d ntfdc ngoai, thi viec nghien ctfu cac Du hch Viet Nam dang cau thanh b5i nhan id' anh htfdng de'n viec ra quye't dinh di du lich 3 loai hinh: ddn khach du lich qud'c te outbound cua khach hang la va'n de cap thidt.
den Viet Nam (inbound), dtfa khach Viel
Nam di du lich ntfdc ngoai (outbound) va CO^^ SCf ,LY THUYET VA PHl/ONG PHAP khach du lich ndi dia. Ba loai hinh nay NGHIEN CUU
cin dtfdc duy tti de bao dam stf phat
trien cua du Hch. Crf scf ly thuye't
Mac du phat irien manh me nhieu San pham du lich trong nghien ctfu cd the dtfdc xem nam trd lai day, nhtfng du lich outbound xet tren nhieu gdc nhin khac nhau. Decrop (2006) coi chtfa dtfdc danh gia dung vai trd va vi tri san pham du lich vtfa la hien ttfdng xa hdi ddng thdi la trong qua tiinh phat trien cua nganh Du san pham kinh td. Vi vay, raquyet dinh tieu diJng du lich. Theo cac sd lieu do Hiep hdi Du lich khdng chi nhan dtfdc nhieu stf quan tam cua nhieu lich Viet Nam, cd quan quan ly du Hch nha nghien ctfu trong cac ITnh vtfc lam ly hpc, xa hdj cac ntfdc. khach du hch outbound cua hoc, nhan hpc hay khoa hpc quan ly, ma cdn dtfdc md Viet Nam cd mtfc lang 10%-12%/nam, rdng nghien ctfu dac biet irong linh vtfc kmh te'hoc. _ datkhoangl0lrieultfdtnam2018(ThLiy Stf ra quyet dinh va cac bie'n chinh ciia quye't Ha, 2019). dinh trtfdc bet dtfdc xem xet tren gdc do quyel dinh Vi the, de dat dtfdc stf binh dang gitfa chung (cd di hay la khong di du lich). Quyet dinh cd cac loai hinh du lich (inbound, outbound, hay khdng di du lich dtfdc thtfc hien trtfdc khi khach ndi dia), thuc day nhieu hdn boat dpng du lich ra cac quyel dinh phu (Filiatrault va Ritchie 'TRAVELOS HOLDINGS [NC
Ngay nhan bdi: 01/10/2019; Ngdy phdn bien 15/10/2019: Ngdy duyei ddng 21/10/2019
HlNH 1: KHUMG NGHIEN CflO NHAN TO ANH HtfdNG DEN QOYET DINH THAM GIA TOQR D<I LICH
'.^r
• «,_„
!
dulid!
HDffl 2: KET QUA CFA DA CHUAM HOA THAISG DO XAY DtfNG CHO CAC BIEN
J 1 6 - 9 5 9 : elf=1109 : P = . 0 0 0 C h i - s q u a r e / d f ^ l . 7 2 9 , 9 1 5 : "rLl = ,9Q1 ; C F I = . 9 1 1 : R M S E A = . 0 3 1
(1980). Um va Crompton (1990)). Tu> nhien. khdng phai trtfdng hdp nao cung man theo iral tt^ ra quyet dinh nhtf vay. mdt sd trtfdng hdp khach du Lich thtfdng chon theo tieu chi rieng cua hg rdi dtfa ra quyel dinh phu. sau dd mdi qu\et dinh chinh la cd di hay khdng (Decrop va Snelders. 2005]. Ngoai ra. bie'n quyet dinh cuns dtfdc xem \ e t dtfa tren quyel dinh \ e ke hoach di du lich: quye't dinh mua san pham du ljch...
Cac nha nghien ctfu ciing da xac dinh dtfdc mpi sd' each phan loai viec ra quyet dinh khi nghien ctfu ra quyet dinh du lich. Bronner va De Hoog (2008j da phan chia cac nghien ctfu trtfdc do thanh ba quan diem: Itfa chpn ca nhan. lim kiem didng lin \a ra quyet dinh lap the irong gia dinh. Ket qua cung cho tha>. cac nghien cthi trtfdc da\ cd the dtfdc mo ta dtfa tren ddn vi phan
tich (ca nhan hoac tap the) \a ihdng tin dtfdc sii"dune bdi ddn vi ra quyet dinh.
Decrop va Snelders (2005). Decrop (2006), Decrop va Zidda (2006). Smalhnan va Moore 2010) cho rSng. \i tinh chat phtfc tap, nen can stf dung phtfdng phap tiep can dtfa tren ddng thdi nhieu htfdng:
nhan thtfc luan, ban the luan... khi nghien ctfu cac bien anh htfdng tdi ra quyet dinh va tim hieu lien trinh ra quyet dinh diln ra nhtf the' nao? Hp ciing de xua'l. nghien ctfu can dat trong md'i ttfdng quan vdn da phtfc tap \di mdi irtfdng ben ngoai ciia ngtfdi ra quyet dinh. Drfa tren cac nghien ciJu djnh linh. cac tac gia da de xuat cac kieu mau ra quye't dinh va cac kieu mau Clia khach du lich, ddng thdi chi rd mdi lien he co tinh quy luat gitfa cac kieu mau nay.
Mo hinh Dghien ci^u
Tren cd sd nghien ctfu trtfdc do. tac gia de xua't Khung nghien ctfu nhan id anh htfdng de'n quye't dinh tham gia lour du lich nhtf Hinh 1.
Theo do. cac gia thuye't dtfdc de xua't nhtf sau:
Gid thuyi't 1. Hinh anh diem (DES) den tac dpng ticb ctfc de'n ddng cd di du lich ntfdc ngoai.
Gid thuyi't 2. Tiep c3n khach hang cua doanh nghiep hay quang cao cua doanh nghiep cd tac ddng tich ctfc den ddng cd dl du lich ntfdc ngoai.
Gid thuye't 3. Mang xa hdi va thdng tm truyen mieng co tac dpng tich ctfc de'n ddng cd di du Uch ntfdc ngoai.
Gid thuye't 4. Hinh anh diem (DES) den tac ddng tich ctfc de'n thai do vdi du lich ntfdc ngoai.
Gid thuyi'i 5. Tiep can khach hang Clia doanh nghiep hay quang cao ctia doanh nghiep cd tac ddng tich ctfc den thai dp vdi du lich ntfdc ngoai.
Gid thuyet 6. Mang xa hpi va thdng tin truyen mieng cd tac ddng lich ctfc thai dp vdi du lich ntfdc ngoai.
Gidi thuyet 7. Ddng cd di du lich ntfdc ngoai tac ddng tich ctfc den thai do vdi du lich ntfdc ngoai.
Gidi thuyet 8. Dpng cd di du lich ntfdc ngoai tac dpng tich ctfc den y dinh Itfa chpn gdi djch vu du lich.
Gidi thuyet 9. Thai do vdi du lich ntfdc ngoai tac dpng lich ctfc de'n y dinh lira chpn gdi dich vu du lich.
Gid thuyet 10. Y dinh Itfa chon gdi dich vu du lich cd tac dpng tich ctfc den quyet dinh chpn tour di du lich ntfdc ni^' ^ai.
56
Phiftfng phap nghian cihi De cd so lieu nghien ctfu, tac gia thtfc hien khao sat va thu thap dtfdc 754 m§u quan sat. Dd la khach du lich di lour qud'c te ttf 3 san bay qud'c te ldn d Viet Nam la: Npi Bai, Ha Npi; Tan Sdn Nhat, TP. Hd Chl Minh va Da Nang. Thdi gian
±u thap phieu la Itf ngay 10/03/2019 den 10/07/2019 (Bdi vii't svt dung cdch vie't sd thgp phdn theo chudn qudc te).
KET QUA NGHIEN CLTU
Phan tich d^i tin c^y Cronbach's Alpha Cac he sd' itfdng quan bien long cua cac bien quan sdt trong thang do deu ldn hdn 0.4. Vi vay, cac bie'n dtfdc siJ dung trong phan lich nhan to' tidp Iheo.
PhSn tich nhan to' kham pha (EFA) Ket qua phan lich EFA dtfdc trinh bay nhtf Bang 1. He sd KMO=0.681>0.5.
Nhtf vay, ph^n lich nhan td Ihich hdp vdi dtf heu nghien ctfu. Ket qua kiem dinh Barlett's la: 10025.630 vdi mtfc y nghia Sig.=0.000<0.05 va nhtf vay gia thuyet ve md hinh nhan to khdng phii hdp se bi bac hd, dieu nay chi^g id dtf lieu diing de phan tich nhSn td la hoan toan thich hdp.
Tong phtfdng sai trich = 55.238%
>50%: Dat yeu ciu, cho bie't cac nhan to' nay giai thich 55.238% dp bie'n thien Clia dtf heu.
He sd Eigenvalues > I cd la'l ca 12 nhan td. Nhtf vay, cd 12 nhan to dai dien (Bang 2).
Nhtf vay, kel qua phan lich EFA cho tha'y, nhan to' "Ly do Quyel dinh Itfa chpn chinh" va "Kham pha nhtfng diem mdi, thu Ihap kien thtfc, trai nghiem mdi" dtfdc chia ra Ihanh 2 Ihanh phSn 6 mdi nhSn to'.
Phan tich nhSn to'khang dinh (CFA) Ket qua CFA nhtf Hinh 2 cho Ihay, md hinh phii hdp vdi dtf lieu thu thap. Cu the: Chi-square=!916.959 (p=0.000), Chi-square/df = 1.729<5; GFI, TLI va CFI lan Itfdt la 0.915; 0.901 va 0.911.
RMSEA=0.031<0.08. Trpng sd chu^n hoa Clia mo hinh ihang do thtfdng hieu deu cd gia tri ldn hdn 0.5 va dai mtfc y nghia thdng ke p=0.000. Nhtf vay, thang do xay dtfng cho cac bien mang tinh ddn htfdng va dai gia tri hdi tu.
Kdt qua kidm dinh Bootstrap De danh gia dp dn cay ciia tfdc Itfdng ttf mlu nghien ctfu, nghien ctfu su' dung phtfdng phap Bootstrap, vdi mSu lap lai la 500 mau theo each thtfc lap lai va cd thay thd. Sai lech giffa giii tn tfdc Itfdng
B A N G 1 : K I E M D j N H KMO V A BARTLETT KMO and Bartlett's TRSI Kaiser-Meyer-Ollcin Measure of
Samplina Adequacy Bartlett's Test of S phen city
Approx. Chi-Sduare df
Sis.
.681 10025.630 ]''25 ,000 Total Variance Exolained
Component
1
? 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
?9 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
Initial Eigenvalues Total
3.954 2 966 2 576 2 50^1 2 388 2.295 2 123 1,996 1 875 1.707 1 6S9 1,545
988 ,931 9^3 .898 865 ,858 827 ,814 792 .751 ,750 ,724 712 ,692 .676 .646 .62!
.601 .588 .582 561 .556 545 524 ,504 480 ,443 433 ,421 ,391 .364 -346 .300 .299 289 .282 ,247 156
%of Variance
7.908 5.931 5.153 5.008 4.777 4.590 4.245 3.993 3.749 3-414 3,377 3-091 1,977 1-863 1.845 1-796 1.730 1.716 1,655 1.628 1 583 1.503 1,500 1.449 1 423 1,385 1 353 1 292 1 24'' 1 201 1 176 1,163 1 123 ].il2 1.089 1.048 1.008 -961 ,887 ,866 842 781 729 692 600 ,597 579 ,563 .495 .312
Cumulative
%
7.908 13 840 18.992 24 001 28.777 33.368 37.613 41.606 45.355 48,769 52.147 55,238 .57.214 59.077 6 0 . 9 "
62.718 64.448 66,164 67,819 69.447 71 030 72.533 74 033 75,481 76 905 78,289 79 642 80,933 82,175 83.-^76 84,552
^5,715 86,838 87,950 89,039 90.087 91 -095 92.056 92-943 93,808 94.65 1 95 432 96 161 96,853 97 454 98 051 98,629 99 193 99 688 100,000
Extraction Sums of Squared Loadings Total
3.954 2 966 2.576 2 504 2,388 2 295 2,123 1 996 1,875 1 707 1.689 1 545
%of Variance
7 908 5,931 5 153 5.008 4 777 4,590 4,245 3.993 3,749 3.414 3,377 3,091
Cumulative
%
7.908 13.840 18.992 24.001 28.777 33,368 37.613 41.606 45.355 48-769 52.147 55.238
Rotation Sums of Squared
Total 3 938
^841
^407 2 336 7 363
^330 7316 7 OS'' 1 987 1 893 1,890 j 652
Rvrrsrtion Metliod. Princmal Component Analysis.
a When components are correlated, sums of squared loadings cannot be added 10 obtain a tola) variance.
DESI DES2 DES3 DES4 DES5 ADSl ADS2 ADS 3 ADS4 ADS6
1
BANG 2: MA TRAN XOAY NHAN TO'
Component 2
672 ' 842
603 703 867 SOCl •
-soc:
S0C3 SOC5 ^ ATT) ATT2 ATT3 ATT4 DISI 1 DIS2 D1S3 DiS4 DiS5 D1S6 DIS7 SHAl SHA2 SH.«
SHA4 FINl F1M2 FIN 3 FIN4 SELl SF:L2 SEL3 SEL4 1NT2 1NT3 DEC2 DEC3 DEC4 DEC5 DEC7 DECS DEC9 DEC 10 DECn DEC 12 DEC 13
831 705 860 649 738 .722 ,697
3
.707 76 S -853 702 4 664 680 667 ,654 704
5 6 7
1
1
7)2 720 872 693
.760 -753 .813 .646
.7241 5941 .780 .858
-621 .777 ,733 .694
1
1 1
.532 700 738 741
.812 716 787
.620 ,731 ,566 .730
-875 .R70
Extraction Method: Principal Component AnaKsis.
Rotanon Method- Promax with Kaiser Xormahzation.
a Rotation convert^ed m 5 iieraiions
ttf mau ban dau va gitfa g-- 1 tmng binh cac tfdc Itfdng ttf BooI^^Jp gpi la do Chech. Tri myet dd'i cac dp lech nay cang nho va cang khdng cd > nghia thd'ng ke. thi cang td't.
Bang 3 cho thay. ke't qua \ e chenh lech (cpt bias) giffa gia tri tfdc Itfdng (estimate) va cdt gia tri tmng binh (mean) cd gia tri myet dd'i rat be va gia Iri tdi han C R nho hdn hoac bang 2 d tat ca cac he so' tfdc Itfdng. Do vay. d do tin ca\ 95'^c ke't qua tfdc Itfdng ttf md hinh ban dau va itf tmng binh cua 500 lan tfdc Itfdng khac cho kel qua nhtf nhau hay md hinh tin ca\ dtfdc.
Ke't qua kiem djnh gia thuj e't Bang 4 cho tha'y, ke't qua tfdc Itfdng chtfa chuan hoa cd gia tri P nho hdn 0.05;
sai lech chuan nhd hdn 0.05. Ta't ca cac trpng so' tfdc Itfdng chtfa chuan hda deu cd gia tri dtfdng. Dieu do cho tha'y. cac gia thuye't ddu dtfdc chap nhan.
KET LUAN
Kel qua nghien ctfu cho tha'y. n h ^ g nha n to' anh htfdng de'n ddng cd di du lich ntfdc ngoai. de'n thai dp vdi du lich ntfdc ngoai cua du khach. gom: Hinh anh diem de'n; Tie'p can khach hang ciia doanh nghiep hay quang cao cua doanh nghiep:
Mang xa hdi va thdng tin truyen mieng.
Cac nhan to' tac ddng tich ctfc den y dinh Itfa chpn gdi dich vu du lich. gdm:
Dpng cd di du lich ntfdc ngoai; Thai dp vdi du lich ntfdc ngoai.
Kel qua nghien ctfu cting cho thay.
ddng cd di du lich ntfdc ngoai tac ddng tich ctfc den thai dp vdi du lich ntfdc ngoai; Y dinh Itfa chon gdi dich vu du lich cd tac ddng tich ctfc de'n quye't dinh chpn lour di du lich ntfdc ngoai.
Kel qua kiem dinh cac gia thuyet cho thay:
<i) Tdc dgng din dgng cff di du lich nudc ngodi gom cdc gid thuyel:
Gia thuye't 1. Hinh anh diem den tac dpng lich ctfc de'n dpng cd di du Iich ntfdc ngoai.
Gia thuye't 2. Tie'p can khach hang Clia doanh nghiep hay quang cao cua doanh nghiep cd tac ddng lich ctfc de'n ddng cd di du lich ntfdc ngoai.
Gia thuye't 3. Mang xa hdi va thdng tin tmyen mieng cd lac ddng lich ctfc de'n ddng c6 di du lich ntfdc ngoai.
(u) Tdc dgng den thdi do \di du lich nudc ngodi gdm:
Gia thuye't 4. Hinh anh die . de'n tac
58
ddng tich ctfc den thai dd vdi du Hch nddc ngoai.
Gia thuye't 5. Tie'p can khach hang cua doanh nghidp hay quang cao cua doanh nghidp cd tac ddng lich cifc den thai do vdl du lich ntfdc ngoai.
Gia thuye't 6. Mang xa hdi va thdng tin truyen mi&ng cd tac dpng tich ctfc thai dp vdi du lich ntfdc ngoai,
(nf) Tdc dong cda dong ca di du lich nUdc ngodi din thdi do vdi du lich niidc ngodi gom:
Giai thuye't 7. Dong cd di du lich ntfdc ngoai tac ddng lich ctJc de'n thai do vdi du hch ntfdc ngoai
(iv) Tdc dgng den y dinh lua chon goi dich vu du lich gom:
Giai thuye't 8, Dong cd di du lich ntfdc ngoai lac ddng tich ctfc dg'n y dinh Itfa chpn gdi dich vu du lich.
Giai thuyd't 9. Tii^i dd vdi du Hch ntfdc ngoai lac ddng lich ctfc de'n y dmh Itfa chpn gdi dich vu du lich.
(v) Tdc dgng di'n quyi't dinh chon. tour dl du lich nudc ngodi gom:
Gia thuyel 10. Y dinh Itfa chon gdi dich vu du lich cd tac ddng tich ctfc de'n quyg't dinh chon tour di du lich nu'dc n g o a i . •
BANG 3: KET QUA tfCSC LCTdNG, KIEM DjNH BANG BOOTSTRAP, N=500 STANDARDIZED REGRESSION WEIGHTS,
_ (GROUP NGMBER 1 - DEFAOLT MODEL) MOT
MOT MOT ATT AIT ATT ATT INT INT INT DEC
<-
<-
<-
<-
<-
<-
<-
<-
<-
<-
<-
DES ADS SOC DES SOC ADS MOT MOT ATT ADS INT
Estimate 0 46 0 363 0 112 0 437 0.04 0 256 0 085 0 557 0 295 0.201 0 566
SE 0 032 0.034 0,036 0.038 0.036 0.041 0 039 0.022 0,023 0.028 0-022
SE-SE 0 001 0,001 0 001 0 001 0 001 0 001 0.001 0 001 0 001 0.001 0 001
Mean 0 46 0,363 0.112 0.434 0.042 0.257 0.084 0.558 0.294 0 202 0 565
Bias -0 001
0 0
^0 002 0 003 0 001 -0,001 0 001 -0,001 0 001 -0,001
SE-Bias 0 00^
0 002 0,002 0 002 0.002 0.002 0-001 0,001 0,001 0 001
C.R=Bias/Se-Blas 0,000 0.000 -1 000 1.500 0 500 -0 500 1 000 -1,000
1.000 -1.000
BAMG 4: KET QuA dCiC LtfONG MO HIMH CAG TRUC Md'i quan h$
MOT MOT MOT ATT ATT ATT ATT INT INT INT DEC
<
<
<
<
<
<
<
<
<
<
<
DES ADS SOC DES SOC ADS MOT MOT ATT ADS INT
Trgng sfThfii quy chu'a chuan hoa 0413 0313 0 101 0 404 0,037 0,228 0.088 0.561 0-288 0-175 0-610
Sai )^ch chu^n (S.E.)
0.026 0-025 0.026 0,032 0 028 0 029 0 039 0,023 0 022 0 020 0 032
NgiTSngtSi h^n (CR.)
15-747 12415 3818 12 564 1 308 7 750 7 273 23 888 12 997 8 957 18 833
Gia tri P
*-i--* i^i, i « i .
! • > *
0 191
^ - ^ i .
0.073 t~.t
^>-i
;.«,;,
;.*
TAILIEU THAM KHAO
1. Tran Thl Kim Thoa (2015), Nghiin cdu cdc nhdn to dnh hudng di'n quye't dinh liia chgn diim din du lich ciia du khdch - Trudng hffp lua chon diem di'n Hoi An cua khdch du hch Tdy Au - Bac My, Luan van Thac sy, Trrfdng Dai hpc Da Nang
2. Thiiy Ha (2019). Diin ddn Du lich outbound - Cff hgi vd thdch thitc: Dd de'n luc "trd lai Ten cho em", truy cSp ttf hllp:/A)aovanhoa,vn/du-Iich/artmid/416/articleid/17121/dien-dan-du-lich- oulbound-co-hoi-va-thach-thuc-da-den-luc-%E2%80%9Ctra-lai-ten-cho-em%E2%80%9D
3. Bronner, F. and R. De Hoog (2008). Agreement and disagreement m family vacation decision- making, Tourism management, 29(5), 967-979
4. Decrop, A (2000). Personal aspects of vacationers' decision making processes: An inteiprelivist approach. Journal of Travel & Tourism Marketing, 8(4), 59-68
5. Decrop, A, (2006). Anew typology of vacationers. Vacation decision making, 152-168 6. Decrop, A and D. Snelders (2005) A grounded typology of vacation decision-making, Tounsm management, 26(2), 121-132
7. Decrop, A, and P, Zidda (2006). Typology of vacadon decision-making modes, TourLsm Analysis, 11(3), 189-197
8 Filiatrault, P, and J. B. Ritchie (1980). Joint purchasing decisions: A comparison of influence structure in family and couple decision-making units, Journal of Consumer Research, 131-140
9. Smallman, C, and K. Moore (2010), Process studies of lourists'decision-making. Annals of tounsm research, 37(2), 397-422
10. Van Raaij, W F (1986). Consumer research on tourism mental and behavioral constructs, Annals of lourism research, 13(1), 1-9
11. Um, S. and J. L. Cromplon (1990), Attitude determinants in tourism destination choice.
Annals of lourism research, 17(3), 432-448
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