Nghiên cứu hành vi khách du lịch tại các khách sạn 4 sao trên địa bàn tỉnh quảng ninh

POIIAN nq K I M I DOAWI

NCHIEN (liiO HANH YI KHUCH DU LICH U i (iiC KHUCH m 4 SAO
T p DIA BAN TiNHQUANC HINH:
PHAH TICH DU lltUTifTRANCB00HIHC.COM
Nguyen Thu Ha
TruOTig »9i hoc Kinh t^ - DH QG H i N6i
Email:
Nguyen Hoang
Trirdug Dai hgc Thtrong M?i
Email:
Ngdy nhgn: 10/03/2020
Ngdy nhgn lai: 24/03/2020
Ngdy duyet ddng: 27/03/2020
jfieu ro nhu cdu cua khdch hdng di nang cao chdt lugng dich vu du lich dugc xem la mgt gidi
phdp quan trgng nham cdi thien hiiu qud du lich Viet Nam, Idm tdng ty le khdch du lich quoc ti
quay trd Igi Viet Nam. Bdi bdo trinh bay kit qud nghiin ciru phdn tich hdnh vi khdch hdng Irdi nghiem dich
v^i tai cdc khdch san 4 sao tgi Qudng Ninh trong nam 2019 su dung ca sd dii liiu cua nha. cung cap
Booking, com tong hap y kiin phdn hoi cua cdc khdch du lich trong vd ngoai nude ddnh gid vi cdc yeu td
dich vu khdch san gom cdcyiu to: sach se, wifi, ddng gid tiin, vi tri, tien nghi vd su thodi mdi. Kit qud phdn
tich cua bdi bdo chi ra cdc dgc diem trong hdnh vi khdch hang vd edm nhgn vi dich vu khdch sgn, co thi
su dung lam co sd di cdc doanh nghiip hodn thien cdc chiin luge marketing dich vu nham ndng cao chdt
lugng dich vu hudng tdi su hdi long cua khdch hdng.
Tir khoa: Hdnh vi ngirdi tiiu diing, Chdt lugng dich vii khdch sgn, Marketing dich vu, Booking.eom.
1. Gioi thieu
hiln sir quyet tam cita tinh Quang Ninh va nha dau
Thi trudng dich yu du lich Viet Nam hien nay rat tu trong vile thiic day phat trien nganh du lich ndi
soi ddng va cdn nhieu tiem nang chua khai thac den rilng, kinh tl - xa hgi Quang Ninh ndi chung. Mat
hira hen mgt tuang lai du lich Viet Nam phat trien khac, tai Quang Ninh con rat nhieu "md vang den du
manh me han, chuyin nghiep hon mang lai Igi ich cho lich", tay nhien cac tiem nang chua thuc sir dugc
qudc gia ndi chung va cai thien cugc sdng cua ngudi khai thac. Su da dang tir di san, ky quan den tu vinh

dan ndi rilng. Theo sd lieu thdng ke nam 2019, lugng Cua Luc, dia hinh ddi niii, rimg thudng xanh niii da
khach qudc tl den Viet Nam trong thang 10/2019 udc tren vinh vatrin bd, he thdng 6 con sdng va dac biet
dat 1.618.337 lugt; tang 3,7% so vdi thang 9/2019 va la khu bao tdn cdng vien rimg 15.000 ha cdn nguyin
tang 34,3% so vdi cimg ky nam 2018.
sa ed gia tri sinh thai rat Idn dl khai thac va phat
Quang Ninh ndi len nhu mdt diem din hap dan trien du Hch. Chinh vi nhan thiic dugc du Hch chinh
cho du khach lien tiep trong nhirng narn gan day. la nganh mang lai gia tri kinh te cao va tao dieu kiln
l/dc tinh 10 thang diu nam 2019, tdng sd khach du cho ngudi dan dia phuong cd cdng an vile lam, tang
Ijch den Quang Ninh dat khoang 14 trieu lugt, tang thu nhap, Quang Ninh dang chuyen ddi ca can kinh
14% so vdi cung ky. Tdng doanh thu tir du Hch uac tl tir khai thac khoang san sang dich vu, trong do cd
dat 29.500 ti ddng - tang 24,8% so vdi ciing ky, vugt du Hch. Muc tieu trong nam 2020 Quang Ninh se
ki hoach (kl hoach 27.000 ty dong). Diu in rd net ddn 15 - 1 6 trieu lugt khach, trong do cd 7 trieu
nhat cua Quang Ninh cdn thi hien d ha tang ddng bd khach qudc tl, va ddn 30 tri?u lugt khach, trong do
vl giao thdng dii ca 3 loai hinh, dudng cao tdc; cang cd 15 trilu khach qudc te, vao nam 2030.
hang khdng quoc te va cang tau khach quIc te
Trudc nhu cau phat triln nganh du lich tai Quang
chuyen biet tai Viet Nam. Dac biet, su ra ddi cua Ninh hiln nay ca ve mat chat lugng cac san pham du
cang hang klidng guoc te Van Ddn - cang hang Hch va sd lugng khach du lich, vai trd ciia cac doanh
khdng do tu nhan diu tu diu tiln tai Viet Nam da thi nghiep du Uch la rat quan trgng. Cac doanh nghiep
w nay duac tai Ira bm Quy Phat

So 141/2020

n khoa hoc va cong ngh? Quoc gia (NAFOSTED) trong de sai it. 6 502.02-2019.16

_lthoa hoc
"thiMngmai

c?
39

O U A N -nq K I M I DOANH
can hoach dinh chiln luge noi chung va chien luge
marketing ndiriengphii hgp vdi tiing t^p khach hang
muc tieu, hudng tdi sir hai long cua du khach va duy
tri long trung thanh cita cac du khach. Do do, vile
nghiin ciiu va phan tich hanh vi ngudi tiiu dimg, tim
hieu nhu can va mong mudn cua hg, cac yiu td anh
hudng den quyet dinh trai nghiem san pham/dich vu
cua hg la rat quan trgng, la can cii de cac doanh
nghiep xay dung chiln luge marketing djch vu hieu
qua, dat biet d chien luge phat trien san pham va dich
vu, chiln luge gia va phan phoi dich vu.
Trong nhijng nam gan day, mac dii tren thi gidi
va trong nude cd kha nhieu cac nghien cuu vl chat
lugng dich vu khach san va su hai long ciia cac du
khach nhung tai Viet Nam chu yiu la nhiing nghien
ciru chung ma chua cd nhieu de tai nghien cuu din
timg tap khach hang myc tieu cua eac doanh nghiep
hay nghiin ciiu dudi gdc do tiep can la chiln luge
marketing hon hgp hay sir dung phuang phap thu
thap dir lieu vdi sd lugng mau Idn cac du khach trin
Booking.eom, Agoda.com, Hotels.com...
Bai nghiin _ciiu_ di sau vao rim hieu va dilu tra
phan tich cac yiu td anh hudng din hanh vi cua timg
nhdm khach hang ddi vdi cac khach san 4 sao tai
Quang Ninh theo gdc do tiep can cua Booking.eom.
Qua dd dl xuat cac nhdm giai phap hoan thien chien
luge marketing hon hgp theo dinh hudng khach hang

muc tieu, hudng tai sir hai long ciia khach hang, gdp
phan phat trien hoat ddng kinh doanh cua cac khach
san ndi chung va ciia tinh Quang ninh ndi rieng.
2. Ca sd ly lu|n
2.1. Hdnh vi ngudi tieu diing
Thuat ngii "hanh vi ngudi tieu diing" dugc hieu
la hanh vi rna nhirng ngudi tieu dimg tiln hanh trong
viec tim kilm, danh gia, mua, trai nghiern san pham
dich vu sau khi mua, va loai bd san pham dich vu
khdng thoa man ky vgng cua hg. "Hanh vi ngudi
tilu dung la su tucmg tac khdng ngimg bien ddi giiia
sir cam thu va nh|n thuc, hanh vi va cac yiu td mdi
hudng thdng qua dd con ngudi thue hien cae hanh
vi trao ddi" (Hiep hgi Marketing My - AMA).
Hanh vi ngudi tieu dimg la mgt qua trinh mgt ca
nhan hay mdt nhdm ngudi lua chgn, mua sam, sir
dung hay loai bd cac san pharn dich vu, nhirng suy
nghi, kinh nghiem qua khii nham thoa man nhu cau
hay udc mudn cua ho (Solomon,20I6; Kotler va
Keller, 2015). Thau hiiu hanh vi ciia ngudi tieu dung
se giup cho doanh nghiep xay dung nhiing chien
luge Markering ndi rieng va chien luge kinh doanh
ndi chung phii hgp va hieu qua. Thuc vay, nghien
cim hanh vi ngudi tieu dimg se giitp cho cac doanh
nghiep nhan biet nhu cau, sd thich va thdi quen ciia
40

khoa hoc
thifdng ma

khach hang, ly, do hg ra quylt dinh mua san pham
dich vy, cac yiu td thuc day hg ra quyet di_nh tieu
diing san pham dich vu dl hoach dinh chiln luge
marketing thiic diy ngudi tieu dung mua sam dich vy
va duy tri su tmng thanh ciia hg ddi vdi cdng ty.
Nghiin cuu hanh vi ngudi tieu dimg la nghiin
eiiu toan bd cac boat dgng xuyen sudt qua trinh
trudc khi mua sim, trong khi mua sam va sau khi
mua sim (Solomon, 2016; Kotler va Armstrong,
2017). Thic nhdt, nghien ciiu hanh vi trudc khi mua
sim do la viec cac doanh nghiep tim hiiu ve_(i) sy
nhan bilt nhu ciu ciia khach hang, cac yiu td kich
thich nhu ciu; (ii) hoat ddng tim kilm thdng tin cua
khach hang (ngudn thdn^ tin, miic do tim kiem
thdng tin, cac yeu td quyet dinh qua trmh tim kiem
thdng,tin). Thu hai, nghien ciiu hanh vi trong khi
mua sim do la viec cac doanh nghiip tim hiiu vl (i)
cac tieu chuan danh gia; (ii) cac quy tac ra quylt
dinh raua san pham dich vy; (iii) hoat ddng mua sam
cita khach hang (cac yiu td tac dgng den viec mua
sam, each thiic thuc hien viec mua sam). Thu ba,
nghien ciiu hanh vi khach hang sau khi mua sam dd
la vile cac doanh nghiep tim hiiu ve danh gia/cam
nhan ciia khach hang khi sau khi trai nghiem san
pham/djch vu, su hai long hay hanh vi mua sam lap
lai ciia khach hang. Trong nghiin ciiu nay, tac gia
tap tmng phan tich hanh vi khach hang sau khi mua
sam, cu thi phan tich cam nhan cua khach hang sau
khi trai nghiem dich vu tai cac khach san 4 sao tai
Quang Ninh, dac biet tim hieu sau ve cam nhan theo

timg nhdm khach hang dl cd the la tien de giiip cac
khach san hoach dinh chien luge Marketing hiiu
qua theo dinh hudng khach hang muc tieu.
Tai Viet Nam, da cd rat nhilu cac nghien ciru v^
chat lugng dich vu va su hai Idng cua cac du khach
trong thai gian qua (Nguyen Qudc Nghi va Phan
Van Phimg, 2011; Le Thi Tuylt va cac cdng su,
2014; Ngd Nguyen Quy va Nguyen Van Nggc,
2015; Nguyin Thu Ha va cac cdng su, 2018). Trong
nghien_curu cua Le Thi Tuylt va cac cdng su (2014)
cho thay cdc yeu td tae dgng den su hai long cua
khach hang ngi dia vl chat lugng dich vu t^i dilm
du Hch^iang cd Duimg Lam gdm tiln nghi, van hda,
cung cap dich vu, dap irng, tin cay,_gia cita san pham
va dich vu. Nghiin ciru cua Nguyen Thu Ha va cac
cgng su (2018) vl anh hudng cita cac yeu td chat
lugng dich vy du lich den su hai long cua du khach
tai diem du Hch phd cd tai Ha Ndi da chi ra rang trai
nghiem dich vu cot loi, su hieu khach, dang gia tien,
thuc pham la nhung yeu to cd tac ddng din su hai
long ciia cac du khach.

So 141/2020


O U A N Tiq KINH DOANH
2.2. Chien lirgrc Marketing hon hgp
Nghien cuu cua Kotler va Armstrong (2017)
dinh nghia Marketing la cac hoat dgng ciia con
ngudi hudng tdi su thoa man nhu cau va mong

mudn thdng qua eac tiln trinh trao ddi. Marketing
giiip cho cac doanh nghiep cd the tdn tai lau dai va
vung manh trin thi trudng do Marketing cung cap
kha nang thich ling vdi nhiing thay ddi ciia thi
tmdng va mdi tmdng ben ngoai. Marketing da cung
cip cac hoat dgng tim kiem thdng tin tir thi trudng
va truyin tin ve doanh_nghi?p ra thj tmdng, nghiin
ciiu phat trien san pham mdi, tieu thu san pham,
cung cap dich vy khich hang... Marketing giiip
sang tao ra nhilu loai va chimg loai hang hda cd thi
thoa man nhu cau va mong mudn dia timg nhdm
khach hang, tham chi den tiirig khach hang.
Vdi dac trung cua san pham djch yu, Marketing
hin hgp cho san pham dich vu bao gdm 7Ps: chiln
luge san phara dich vy (Product), phan phii
(Place), gia (Price), va xiic tiln hdn hgp
(Promotion). Ben carih 4Ps ke tren, vdi cac san
phim dich vu cdn bd sung them cdc P nhu con
ngudi (People), quy trinh (Process), va bang chimg
vat chat (Physical evidences) (Kotler va Keller,
2015; Luu Van Nghiem, 2008; Nguyin Van M^nh
va Hoang Thi Lan Huang, 2013).
- Chien Jugc Sdn phdm dich vy liln quan din cac
gdi san phim dich vy, chat lugng dich vu, chu ky
sing ciia san phim va nghiin cuu phat triln san
phim dich vu mdi. Doi vdi san pham dich vy khach
san dugc thi hiln qua chat lugmg ciia phdng d va
ciia cac khu vuc ciia khach san, tdc dO va chat lugng
dudng h^ylri Intemet, cac gdi dich vu cung cap
(dich vy an udng, spa & cham sdc sue khde, dich vy

du Hch...). Chinhvi vay, theo gdcdd dip can cita
Booiiing.corn, chit lugng san phim dich vy cita
khach san the hiln d Sach se vk Wifi.
- Chiln luge Gid liln quan din viec xay dyng
phuong phap dinh gia va miic gia dli vdi timg san
phim dich vu. Ddi vdi chien luge gia trong dich vu
khach san the hien d vile cac doanh nghiip dua ra
cac rauc_gia nhu gia phdng, cac loai phi dich vu^
miic chilt khiu gia,... Theo Booking.eom, yeu to
Ddng gid tiin dugc diing de phan tich cam nhan ciia
khach hang vl gia cua cac dich vu so vdi Igi ich hg
nhan dugc.
- Chiln lupc Phdn phdi lien quan den cac loai
kenhphan phdi, nha tmng gian, vi tri diem ban, van
chuyin, dai ly ban hang... Trong linh vuc dich vu
khach san, chiln luge phan phoi the hien d vi hi ciia
khach s^n, sy thuan tien cho khach hang trong viec
di chuyin tir khach san tdi cac dia diem du Hch, cac

So 141/2020

khu vui choi, mua sam... Quan diem nay ciing da
dugc Booking.com sur dung dl khao sat cam nhan
cua khach hang qua thang do Vi tri/dia diim.
- Chiln luge Xuc tiin hon hgp ndi chung va
trong linh vuc khach san ndi rilng dugc thi hiln qua
hoat ddng tmyen thdng, cac chien dich quang cao,
khuyen mai^ cd ddng ban hang.
- YIu to Con ngucri dl cap din cac nhan vien
(trinh do, kiln thiic, ky nang...) ya cac khach hang.

Trong dich vu khach san, yiu td con ngudi khdng
chi lien quan tdi trinh dg, k^ nang giao tilp, ky nang
xu ly van de,... cua cac nhan vien, dac biet la cac
nhan vien tuyin dau - nhiing ngudi tiep xiic true tiep
vdi khaeh hang ma cdn phai cung cap cho nhan vien
y thuc ve tim^ quan trgng ciia dieh vu cham soc
khach hang, vl thai do phyc vy nham tao su thoai
mai cho khach hang, hudng tdi nang cao su hai long
va duy tri su tmng thanh cua khach hang. Nhan thiic
dugc tam quan trgng cita yeu td con ngudi nen khi
khao sat trai nghi|rn ciia khach hang, Booking.eom
cung da su dyng yeu td Su thodi mdi dl thdng qua
dd hieu vl cam lih^n cua khach vdi nhan viln tai
khach san._
- YIU td Qud trinh bao gdm cac ludng hoat dgng,
cac giai doan cdng vile, miic do liln quan cua khach
hang, va thdi gian dap img.^ Qua trinh trong dich vy
khach san cd the dugc hiiu la he thdng cac ho^t
dgng va nghiep vu cung cap dich vu cho khach hang
bao gdm: quy trinh checkin/check out cho khach
hang, cac quy ttinh nghiip vyban/ bar/ budng/ bip,
quy trinh tu van ban san pham/dich vy, quy trinh
phyc vu khach luu tni tai khach san.,.
- Yeu td Bdng chung ve vat chdt trong dich vu
khach san lien quan den tiin nghi, trang thiet bi, co
sd vatchit ciia khach san. Bay ciing la yeu td thi
hiln ding cip va chat lugng ciia cac khach san va vi
vay cung da dugc B90king.com sii dung trong khung
nghiin ciiu dugc thi hien qua yeu td Tien nghi.
2.3. Mdi quan he giUa nghien ciru hdnh vi

ngudi tiiu ditng vd chien luge marketing
Nghien ciiu ciia Hawkins va cac cgng sy (1992)
va Hawkms va Mothersbaugh (2015) thira nhan
rang thiu hiiu hanh vi ngudi tilu dung dugc xem la
chia khda cho su thanh cdng ciia chien luge
Marketing. Thuc vay, de cac doanh nghiep cd the
dua ra san pham dich vu thich ling vdi thi hieu cita
ngudi tieu diing, dinh gia san pham dich vu hgp ly,
tag su thuan tiln cho khach hang ttong viec tim
kilm san pham hay xay dung dugc chien dich quang
cao, cd dgng ban hang hieu qua deu phai dua tten
viec nim bat hanh vi ngudi tieu dimg, dac bilt la
nhdm khach hang muc rilu ciia doanh nghiep. Ngoai
khoa hoc
thifdngmai

'^
41


OUAN nq I O I M DOAMI
ra, hieu biet ve ngudi tilu dimg se giup cho cac nha
d§ng tich cue tdi danh gia tdng quat cita khach hang
quan tti giai dap nhiing van d l c a ban khi hoach
ddi vdi cac_khach san. Trong dd:
dinh chiln luge Marketing eho tiing thi tmdng cy
H l a , Y I U td sach se tac ddng tich eye tdi danh
t h i , timg nhdm khach hang cy t h i va co k h i nang
gia cita khach hang ddi vdi cae khach spn
cung u n ^ san pham dich vu thoa man nhu cau dd. Su

H l b . Y I U td wifi mien phi tac dgng tich cue tai
hieu bilt ve hanh yi ngudi tilu dung ddng vai ttd
danh gia ciia khach hang ddi vdi cac khach san
quan trgng trong tat ca cac giai doan cua qua trinh
H l c . Y I U t l dang gia tiln tac dgng tich eye tdi
hoach dinh _chien luge Marketing ndi chung va
danh gia cda khach hang ddi vdi cac khach san
Marketing hdn hgp ndi rieng.
H i d . Y I U td vi tri tac dgng tich cue tdi danh gia
D l cd the thau hieu hanh vi ngudi tieu dung, viec
cua khach hang ddi vdi cac khach san
phan doan thi trudng ddng vai trd quan trgng de cd
H i e . Y I U td tien nghi tac ddng tich cue tdi danh
t h i giiip doanh nghiip chiarihd thi t m d n g tdng t h i
gia cua khach hang ddi vdi cac khach san
thanh timg lihdm tuong ddng ve nhimg dac tinh
Hlf. Y I U t l su thoai mai tac ddng tich eye tdi
trong hanh vi va qua dd lua chgn dugc thi t m d n g
danh gia ciia khach hang ddi vdi cac khach san
muc tilu phu h g p - doan thi t m d n g ma d do doanh
- Nhdm gia thuyit H2. Cd su khac bilt dang k i
nghiep cd uu the han so vdi cac ddi thit canh tranh
ve danh gia cua nam nhdm khach hang vdi cac yiu
(Kotler va Armstrong, 2017; Kotler va Keller,
td sach se, wifi m i l n phi, dang gia tien, vi tri, ti^n
2015). Can cir vao cac dae tinh hanh vi ciia nhdm
nghi, sy thoai mai ddi vdi cac khach san 4 sao t^ii
khach hang muc tieu, doanh nghiep mdi cd the cung
Quang Ninh.
ling cac san phim/dich vy thda man nhu cau va

4. Phirong p h a p nghien cihi
mong mudn cua ngudi tieu dung d l thu dugc Igi
Phirong phdp thu thdp dir lieu:
nhuan va su hai Idng ciia khach hang.
D l k i l m dinh cac giai thuyet, tae gia sir dung dii
Chinh vi vay, hanh vi ngudi tilu diing dugc coi
lieu thu thap tir Cdng ty Booking Holding (doanh
la mdt_ ttong cac xuat
Hi
phat diem quan trgng de
Danh gia ciia
1
Sachse
1 j Vi tri/dia diem 1
lam^ can cii xay dung
khach hang
chiln luge va ddng thdi
phyc vy true tilp cho
1 Wift miin phi 1 1 S\t thoai mai 1
H2
viec xay dung cac chien
Nhom khach hang
luge marketing hdn hgp
j Dang gia tien 1 1
Tien nghi
1
ciia cac doanh nghiep.
3. K h u n g p h a n tich
cua n g h i i n cihi
, .

H i n h 1 Khung phdn tich cua nghiin ciru
K l thira ly thuyit ve
j ^ ^ ^ ^ ^^.
hanh vi ngudi tilu dung
k i t hgp vdi cac thang do ^lip cin
Thanh phSn dich
thea tiep ca
danh gia duge sir dyng M',"^,,;^^
a Bookine.M
tren Booking.eom da
hen quan den danh gia cua khich hang ve mire do s?ch se ciia phong 6c
San phan
va c^c khu vuc ciia khach s?n (khu quay bar, be boi, khuon vien, sanh,
dugc phan tich theo tiep
hanh lans, nha hang. )
can ly thuyet chiln luge
lien quan dSn vi^c khach s^n cung cip djch vu wifi mien phi v6i ch4t
Marketing hdn hgp dich
lir?ng mang lot
vy d u g c trinh bay d
lien quan den chi phi khach hiing chi tra va gia Bi cam nhin ciia khtich
Gii. dich VI
hang khi irai nghiem djch "••
tren, khung phan tich
tien quan d^n dja diem cua khach san de l^o s\i thuan li^n Uong di chuyen
cac gia t h u y i t cua PhanphSi
^^.^^
cho khich hang.
nghien ciiu duoc trinh —'•'^ ^
n kien thCrc, thai dp, ky nang cua nhan viln de tao su thoai mil

bay nhu hinh 1:
Conngiroi
Syihotit
cho cSc khach hjmg khi trai nghiem c^c dich vu khach san cung cjp
lien quan den cic dich vu khSch san cung cap cho khSch h ^ g bao g6m
Gia thuyit nghien cuu: B^i,g.hm,g
ho boi, xe dua d6n san bay, trung tam thi due, phong Spa Si cham si^c Sl^c
Ti$n nghi
- Nhdm gia thuvet v^tchat
khoe. cho do xe mien phi, quay bar
H I : Chat lugng dich vy
Danh gid long quan lien quan din cam nhan tong quan ciia khich hang ve chat luong dich vy
{Sach si, Wifi, Ddng gid
! khiich hang
cua khach s jji
Phan nhom khdch
myc dich chuyen di, chia nhom khach hang thanh nam nhdm,
tiin. Vi tri, Tien nghi vd
bao gom dl du l|ch c?p doi, di du hch mpt minh, gia dinh co tre nhd, gia
Su thodi mdi) cd tac
dinh CO thanh nicn, du ijcb doan/nhom.

klioa hoc
ttiifdiig mai

So 141/2020


O H A H Tm MiW POAWHJ
nghiip dat cho toan cau) dugc cdng bd cdng khai

5. Kit qud phdn tich vd thdo ludn
tren trang web www.booking.com. Cdng ty nay
5.1. Bdnh gid cda khdch hdng doi v&i cdc hang
dugc xem la nha dich vy dat chd xIp thi phan sd 1 muc djch vu tgi khdch sgn 4 sao Qudng Ninh
chau Au, cho phep khach hang dat
Ban2 1 Gid trf trung binh vi ddnh gid eua khdch hdng
phdng tai 148.000 dilm den t^i 228
^^,- y^i ^^^ thang do tai khdch san 4 sao tai Qudng Ninh
qudc gia va vung lanh thd tren toan .
Gia tti
Gia tti Do lech
Gia tri
thi gidi. Mdi ngay, han 1.550.000
nho nhat Idn nhat trung binh chuan
dem phdng dugc dat trudc tren .
www.booking.com va trang_ web Banh gia ciJa khach hang
nay dugc xem la cdng_ cy phd bien Sach se
Ciia khach du lich qudc te. Khach Wifi miln phi
hang sau khi luu tni tai cac khach Bang gia tien
san (dugc dat qua Booking.eom) se __Vi tri
nhan dugc email de nghi danh gia Tien nghi
ve dich vy khach san theo 7 hang Sy thoai mai
muc, bao gdm 6 yen to chi tiet ve Nguon: Kit qud phdn tich cda cdc tdc gid
cac hang muc dich vu sach se, tien
Ket qua tdng hgp trinh bay tren Bang 1 eho thay
nghi, vi trj, wifi miln phi, su thoai mai, dang gia
tien va cudi ciing la danh gia tdng quat vl dich vu. nhin chung cac khach hang danh gia tuang ddi cao
Thang dilm danh gia dugc sir dyng cd gia tri hi 1 va cd sy tuang ddng trong danh gia ddi vdi cac yeu
din 10 diem: diem 1-3 (Rat te), diem 3-5 (Kem), td sach se, wifi, dang gia tien, vi tri, tien nghi va su
dilm 5-7 (Chap nhan dugc), dilm 7-9 (Tdt), va thoai mai tai cac khach s ^ 4 sao tai Quang Ninh.

dilm 9-10 (Tuylt hao). Cac phan hdi cua khach Trong dd, nhdm yiu td Sach se va Wifi hien dugc
hang sau do dugc tdng hgp va trinh bay cdng khai khach hang danh gia cao hon so vdi cac yeu td cdn
tren trang web ciia booking.eom de ngudi tieudiing lai vdi gia tri lan lugt la 7,95 va 7,98.
Khi tiln lianh phan tich danh gia theo phan nhdm
CO thi bilt dugc cam nhan cua khach hang ddi vdi
du khach nhu dugc trinh bay tren Hinh 2 (5 nhdm:
timg khach san.
Do gidi h^n thdi gian va ngudn luc nghiin cuu, du Uch cap ddi, du lich mgt minh, gia dinh cd tre
cac tac gia sir dung mau dir lieu dugc thu thap tir nhd, gia _ dinh cd thanh thieu niln, du tich doan
thang,11 din thang 12/2019 tir trang Booking.eom nhdm) ddi vdi cac yeu td cho thay:
- Nhdm khach du lich cap ddi danh gia cac khach
bao gdm dugc 3.798 y kiln cita khach hang ddi vdi
san 4 sao tai Quang Ninh cao hon cac bdn nhom cdn
20 khach san 4 sao tai Quang Ninh.
Phuong phdp phdn tich dir liiu: Dau tien, ta_c gia lai vdi gia tti dao dgng ttong khoang tu 7,84 din 8,41;
- Nhdm gia dinh cd tre nhd va nhdm gia dinh cd
danh gia gia tri trung binh ciia cac thanh phan de dua
ra danh gia nhin nhan ve miic do cam n h ^ cua khach thanh thilu nien cd danh gia tuong ddng nhau va
hang. Tiep theo, tac gia sii dung phSn mem SPSS de danh gia cac khach san 4 sao tai Quang Ninh d miic
tiln hanh phan tich dinh lugng dir lieu thu thap dugc. thap hon so vdi cac nhdm, vdi gia tn trong khoang
Phan tich tuang quan (Correlation Analysis) dugc hi 7,20 din 7,73;
- Dang gia tiin la yiu to hilii 5 nhdm khach hang
tiln hanh di xem xet mdi quan he giiia cac thanh
phiin: sgch se, tiin nghi, v/ tri, wifi mien phi, str thodi danh gia thap nhdt, kl den la yiu td Vi tri ; (4) Wifi
mdi, ddng gid tiin va mdi quan he giua cac thanh miin phi, Sach se va Su thoai mai la cac yeu td dugc
phan vdi yeu td ddnh gid tong quat ve dich vu cm cac nhdm khach hang danh gia eao.
5.2. Phdn tich tuong quan cdc hang muc dich vu
khdch hdng. Sau do, phan tich One-way Anova de
Bang 2 trinh bay kit qua phan tich mli tuong
xem xet cd su khac bilt hay khdng giiia cac nhom

khach hang theo muc dich chuyin d"i ttong vile danh quan giira bay thanh phan va ket qua phan tich cho
gia cdc thanh phk ddi vdi cac khach san 4 sao. Cudi thay he so Pearson Correlation ciia 7 thang do deu
- - • tich
• • •hdi
• quy tuyin
. i tinh
.. . .,_ ^ _ :— jjjjT^ trong dai gia tri tir 0,144 din 0,571 (nhd hon
cung, phan_
Analysis)_dl tim su lien he giua hai biln sd: bien dgc 0,5^; cho thay miic do tuong quan giiia bay thanh
lap va biln phu thugc, qua dd kilm dirih dugc mdi phan nay d miic trun^ binh.
5.3. Phdn tich hoi quy
lien he giiia biln phu thugc (danh gia tdng quat cua
Ddnh gid cdc yiu to dnh hudng den ddnh gid ciia
khach hang) va biln dgc lap (sach se, tien nghi, vj tri,
khdch hdng ddi vdi cdc khdch sgn 4 sao tgi Qudng Ninh.
wifi miln phi, su thoai mai, dang gia tien).

So 141/2020

.khoa hoc
'thifdngma

43


OUAN nq K I M I DOAMI
Hinh 2.- Ddnh gid cua timg nhom khdch hdng
vdi cdc yeu to tgi cdc khdch sgn 4 sao tgi Qudng Ninh

.Du Ijch cap dai

—DuijchmOrmlnn
Gia Binh caIrS rhS
—

Oia fflnh e6 thanh mi^u ni§n
Du Ijch doin nhOin

Ngudn: Kit qud phdn tich cua cdc tdc gid
Bang 1: Kit qud phdn tich tuang quan
Danh gia cua Sach se WIFI
Ithach hang
mien phi
I
Danh gia cua kiidch iiang
Sach se
0,355"
1
WIFI mien phi
0,505"
0,144"
I
Dang gia tien
0,565"
0,287" 0,548"
Vi tri
0,391"
0,197" 0,215"
Tien nghi
0,404"
0,380" 0,483"

0,443"
Sa thoai mai
0,542" 0,417"
**. Correlation 's si^ificant at the 0.01 level (2-tailed).
Nguon: Kit qud phdn tich cua cdc tdc gid
Md hmh hdi quy duqc sii dyng de danh gia mire do
anh hudng ciia cac yeu td den danh gia cua khach hang.
Trong bang tdm tat md hinh, he sd R^ hieu chinh
la 0,57; dugc hieu la sau yeu td Sach se, Wifi, Dang

Ding
gid tiSn

gia tien, Vi tri, Tiln nghi va
Sy thoai mai giai thich
dugc 57% danh gia ciia
khach hang ddi vdi cac
khach san 4 sao tai Quang
Ninh, Trong Bang 3 cac h?
so phdng dai phuang sai
(VIF) deu nhd han 2 nen
khd xay ra hi?n tugng da
cgng tuyin. Vdi miic y
nghia (Sig.) cila cac yiu tl
Sach se, Wifi, Dang gii
tien, Vi tri, Tien nghi va Sy
thgai mdi deu nhd hanp,05;
thi hien ca sau yeu td nay
deu CO anh hudng tdi Danh

Vitri

Tien
nghi

Su thoai
mai

1
0,528"
1
0,472" 0,440"
1
0,477" 0,455" 0,571"

1

gia tdng quat cua cac khach hang. Trong dd, yeu to
Dang gia tiln cd anh hudng Idn nhat den Danh gia
tdng quat cita khach hang, tiep din lan lugt la nhdm
cac yiu td Sach se, Su thoai mai, Tien nghi, Wifi,

Bang 3.- Phdn tich hoi quy 1
Model

I

(Constant)
Sach se
WIFI

Dang gia tiSn
Vitri
Tien nghi
Su thoai mai

Unstandardized
Coefficients
B
Std. Error
1,043
0,142
0,081
0,167
0,163
0,076
0,175
0,062
0,159
0,069
0,165
0,078
0,166
0,060

Standardized
Coefficients
Beta
0,175
0,165
0,215

0,197
0,184
0,199

t

Sig.

3.018
2.087
2.447
1.927
3.007
1.681
1.093

0,003
0,000
0,000
0,000
0,000
0,000
0,000

CoUinearity
Statistics
Tolerance VIF
0,992
0,995
0,967

.0,971
0,967
0,994

1.814
1.737
1.892
1.320
1.999
1.478

Nguon: Kit qud phdn tich cua cdc tdc gid
I

klma Hoc
^ . ^ ^ ^ , , , . „ _ . ^ ^
thififng mat

So 141/2020


Q U A N i m K I M I DOANH
va Vi tri. Chinh yi vay, cac gia thuyit tir Hla din
Bang 4 trinh bay kit qua phan tich hdi quy dl
Hlf deu dugc chap nh^n.
danh gia cac yiu td anh hudng den danh gia cita
Ddnh gid cdcyiu to dnh hudng din ddnh gid eua
nhdm
di du lich cap ddi (Md hinh 1), nhdm di du
timg nhom khdch hdng ddi vdi cdc khdch san 4 sao

lich mdt minh (Md hmh 2), nhdm gia dinh cd tre nhd
tgi Qudng Ninh.
Bam
Phdn tich hoi quy 2
M6 hinh

I

2

3

(Constant)
Sach se
WIFI
Dang gia tien
Vitri
Ti$n nghi
Su thoai mai
(Constant)
Sach se
WIFI
Dang gia tien
Vitri
Tien nghi
Su thoai mai
(Constant)
Sach se
WIFI
Dang gia tien

Vitri

Tien nghi
Su thoai mai
(Constant)
Sach se
WIFI
4 Dang gia tien
Vi tri
Tien nghi
Su thoai mai
(Constant)
Sach se
WIFI
5 Dang gia tien
Vi tri
Tien nghi
1 Su thoai mai

Unstandardized
Standardized
t
Coefficients
Coefficients
B
Std, Error
Beta
1,011
0,132

3,021
0,142
0,125
0,063
2,068
0,066
0,166
0,162
2,436
0,072
0,193
0,213
1,837
0,079
0,246
0,156
1,097
0,064
0,204
0,180
1,983
0,071
0,225
0,191
1,196
1,043
0,143
3,109
0,072
0,125

0,141
2,026
0,065
0,136
0,162
2,318
0,071
0,248
1,943
0,186
0,079
0,187
1,026
0,154
0,189
0,144
0,066
1,572
0,193
0,062
0,240
1,182
0,139
1,043
3,318
0,072
0,171
0,152
1,024
0,066

0,206
0,178
2,217
0,150
0,065
0,164
1,843
0,161
0,067
0,212
1,926
0,165
0,079
0,185
1,574
0,151
0,071
0,170
2,184
0,141
1,092
3,018
0,170
0,072
0,151
1,097
0,069
0,131
0,112
2,445

0,068
0,146
0,138
1,939
0,072
0,185
0,187
2,018
0,225
0,071
0,174
3,183
0,202
0,075
0,194
1,193
0,182
2,018
2,487
0,071
0,198
0,158
2,956
0,148
0,063
0,140
2,834
0,217
0,071
0,166

1,049
0,175
0,075
0,184
3,184
0,067
0,203
1,203
0,176
0,070
0,231
0,177
1,231

Sig.
0,012
0,010
0,000
0,000
0,040
0,000
0,000
0,003
0,020
0,010
0,000
0,000
0,015
0,000
0,001

0,010
0,000
0,000
0,003
0,016
0,021
0,002
0,010
0,061
0,000
0,000
0,000
0,012
0,019
0,001
0,004
0,001
0,000
0,000
0,010

CoUinearity
Statistics
Tolerance
VIF
0,993
0,997
0,957
.0,982
0,972

0,985

1,824
1,982
1,873
1,231
1,996
1,568

0,991
0,976
0,968
.0,992
0,973
0,990

1,828
1,687
1,881
1230
1,879
1,173

0,982
0,997
0,968
.0,991
0,987
0,995

1,928
1,686
1,891
1,280
1,877
1,573

0,994
0,991
0,977
0,975
0,987
0,990

1,917
1,678
1,882
1,383
1,878
1,675

0,997
0,985
0,987
.0,992
0,986
0,995

1,913
1,947

1,124
1,229
1,795
1,881

Ngudn: Kit qud phdn tich cda cdc tdc gid

5>6 141/2020

Jhoa lioc
'tiiiAHigmal

-^
45


jgUAH TBI IQMI POAMI
(Md hinh 3), nhdm gia dinh cd thanh niln (Md hinh
4), va nhdm du Uch doan/nhdm (Md hinh 5) ddi vdi
cac khach san 4 sao tai Quang Ninh.
Qua Bang 4 cho thay cac yeu td S^ch se, Wifi,
Dang gia tien, Vi tri, Tien nghi va Su thoai mai deu
cd anh hudng tdi danh gia cua cac nhdm khach hang
trong md hinh 1, md hinh 2, md hinh 3, va md hinh
5 (Sig. < 0.05) ddi vdi cac khach san 4 sao tai Quang
Ninh. Rieng md hinh 4, chi cd cac yiu td Sach se.
Dang gia tien, Vi tti, Tien nghi, va Su thoai mai cd
anh hudng quan ttgng tdi danh gia cita nhdm gia
dinh cd thanh niln ddi vdi cac khach san 4 sao, yeu
td WIFI cd miic y nghia Idn ban 0,06 > 0,05 nen

khdng the hien anh hudng. Mat khac, mire do anh
hudng cua cac yeu td tdi danh gia cua khach hang
theo timg md hinh (tucmg img theo timg nhdm
khach hang) la Ichac nhau.

One-way ANOVA da dugc trinh bay d tren cd thi
kit luan rang;
Thir nhdt, cac yen td sach se, dang gia tiln, vi tri,
tien nghi va su thoai mai deu cd tac dgng tdi danh
gia cua cac khach hang ddi vdi cac khach san 4 sao
tai Quang Ninh.
Thir hai, cd su khac biet dang kl trong danh gia
cac yeu td tren giiia cac nhdm phan loai theo muc
dich chuyin di.
Thir ba, miic dd anh hudng ciia cac yiu td tdi
danh gia ciia khach hang ddi vdi cac khach san 4 sao
tai Quang Ninh theo timg nhdm khach la khac nhau.
Ket qua nghien cuu da cd nhimg ddng gdp vl
mat ly luan d khia canh nghien ciiu hanh vi ngudi
tieu diing, cd the dugc xem nhu la mgt minh chiing
cho xu hudng hanh vi ciia ngudi tilu dung la khac
nhau theo tiing ddi tugng khach hang va theo timg
5.4. Phan tich One-way ANOVA di kiim dinh loai san pham/dich vu tilu dimg. Mat khac, tinh mdi
cua nghien ciru so vdi mdt sd nghien cuu trudc day
s(r khac biet giua cdc nhdm
(Nguyin Qudc
i_5: Kit qud phdn tich ANOVA
Nghi va Phan Van
F
Ket qua Post-hoc test

Sig.
Phimg,
2011;
1.725
Co sir khac biet giiia nhom (2,4,5) vs nhom (1,3)
Sach se
0.043
Nguyin
Hue
WIFI mien phi
Co sir khac biet giiia nhom (2,3) vs nhom (1); nhom (2,3)
0.017
1.710
Minh
va
cac
cgng
vs nhom 5; nhom (1,2,3,5) vs nhom 4
Co sir khac biet giiia nhom (1,2) vs nhom (5); nhom (1,2) sir, 2014; Ngd
Dang gia tien
1.489
0.014
Nguyen Quy va
vs nhom (3,4); nhom (3,4) vs nhom (5)
Van
Co su khac biet giua nhom (1,3) vs nhom (2,4); nhdm Nguyin
Vitri
0.375
0.026
(1,3) vs nhom 5; nhom (2,4) vs nhom 5

Nggc, 2015) cdn
Co SLT khac biet giua nhom (3,4,5) vs nhom 1; nhom I vs dugc thi hiln d 2
TtSn nghi
0.945
0.043
nhom 2; nhom (3,4,5) vs nh6m2
diem: Thic nhdt,
Co sir khac biet giua nhom (1,2,3,4) vs nhom 5
1.235
0.030
Su thoai mai
nghien ciiu khdng
Ghi chii. Nhom I • du Ijch cap doi: Nhom 2. du link'
lich mpl
r, 3: gia dinh co Ire nho;chi
Nhom
Nhom
tap trung phan
4- gia dinh co thanh nien, Nhom 5- du lick doan/nhom.
tich mdi quan he
Ngudn: Kit qud phan tich cua cdc tdc gid
giira cac yiu td
Qua Bang 5 trinh bay ket qua phan tich One-way chat lugng dich vu din danh gia ciia khach hang ma
ANOVA cho thay cd su khac bilt dang ke giira cac cdn lam rd han tac dgng ciia timg nhdm yeu td den
nhdm {nhom di du lich cap doi, nhom di du lich mgt timg nhdm khach hang khac nhau, lam tiln dl cho
minh, nhom gia dinh co tre nho, nhom gia dinh co vile xay dung cac chien luge Marketing dich vu
thanh niin, vd nhom du Uch doan/nhom) trong viec hieu qua; Thu hai, phuang phap thu thap dir lieu cila
danh gia cac yeu td sach se, wifi mien phi, dang gia nghien ciiu dua tren sd lugng mau Idn la 3.798 cac
tiln, vi tri, tiln nghi, va su thoai mai ddi vdi cac y kien danh gia ciia khach hang - nhiing ngudi cd
khach san 4 sao tai Quang Ninh (Sig. < 0.05). Do ttai nghiem dich vu tai 20 khach san 4 sao tai Quang

Ninli, va dir lieu dugc cdng bd cong khai va khach
vay, gia thuyit H2 dugc chap nhan.
quan tren trang Booking.eom.
6. 0 1 xuat va ket luan
Ben canh dd, kit qua nghiin ciiru ciing da cd
Dua tten ket qua phan tich gia ttt tiimg binh,
phan tich tuong quan, phan tich hdi quy va phan tich nhirng ddng gdp vl mat thuc tiln kha Idn cho cac

46

khoa hoc
thififng ma

So 141/2020


QUAW Till K I M I P O A I ^
nha quan tti trong viec dua ra nhiing dl xuSt phuang
hudng cai thien hoat dgng marketing dich vu, hudng
tdi dera lai s\i thda man cho cac khach hang muc
tieu ciia cac khach san 4 sao tai Quang Ninh. Cac d%
xuat dua ra dugc xay dimg tren ca sd kit hgp cac kit
qua phan tich ciia nghien ciiu bao gdm ket qua phan
tich gia tri trung binh (Hinh 2), kit qua phan tich hdi
quy (Bang 4) dugc ttinh bay chi tilt sau day:

tieu la nhdm gia dinh co tri nho: can tap trung im
tien cai thien yeu td Bang chung vat chSt (Tien
nghi) va yeu td San pham dich vu (Wifi miln phi).
Dl cai thiln thi cac khach san nin tham khao cac

reviews ciia nhdm gia dinh cd tie nhd vl cac tiln
nghi dugc ua chudng nhat dugc chia se tren
Booking.eom, chang han nhu xe dua ddn tir san
bay, phdng khdng hut thudc, phdng gia dinh, chd
vui chai cho tre
Bang 6.- Tom tdt di xudt cdi thien hoat dgng Marketing
em, dich vu
tgi khdch sgn 4 sao tgi Qudng Ninh
San pham dich vu

Gia

Phan
phdi

Bang
chiing
vat chat
Tien nghi

***•
****
*
*
***

*#
***
**
***

****

***
•*
*•**
****
****

Con
ngudi

em, dich vu
cham sdc siic
khde Spa, wifi
Khach san/
Sach se WIFI
Dang gia
Vi tri
Su
tien
Nhom khjch hang
mien phi
thoai mai miln phi vdi
Du lich cap ddi
chat
lugng
Du lich mdt minh
dudng truyin
*
•

*
Gia dinh cd tre nhd
tdt.,. Dua tren
Gia dinh cd thanh thieu
cac reviews cua
™
nien
khach va tinh
Du lich doan nhom
hinh thuc tl,
cac khach san
Ghi chu: * -—>****; Muc do cdi thien tic thdp din
se cd the dua ra
Nguon: Di xudt cua cdc tdc gid
giai phap cai
Qua Bang 6 cho thay cac nha quan tri khach san thign boat dgng Marketing hieu qua. Thic ba, ddi
4 sao tai Quang Ninh nen cd nhiing cai thien chien vdi cac khach san cd nhdm khaeh hang myc tieu la
luge marketing dich vu linh hoat theo timg nhdm nhdm gia dinh co thanh thieu nien: can tap trung uu
khach hang muc tieu ciia khach san, cu the nhu sau: tien cai thien yeu td Bang chiing vat chat (tiln nghi)
Thic nhdt, ddi vdi cac khach san cd nhdm khach va yiu td Con ngudi - nhan vien khac san (su thoai
hang muc tieu la nhdm du lich cap doi vd du lich mai). De cai thiln thi cac khach san nen tham khao
mgt minh: citn tap trung uu tiln cai thien yeu td Con cac reviews ciia nhdm gia dinh cd thanh thieu nien
ngudi - nhan viln khach san de tao su thoai mai cho vl cac tien nghi dugc ua chudng nhat dugc chia se
khach hang va yen td Gia lien quan den cam nhan tren Booking.eom, chang han nhu cac hoat dgng
dang gia tiln ciia khach hang. Thuc vay, theo ngoai trdi, cac boat dgng kit ndi gia dinh (cac Idp
reviews cua cac khaeh hang, mgt sd khach san hgc nau an, pha chi...). Cudi ciing, ddi vdi cac
thudng thu 3% phi dich vu khi khach hang thanh khach san cd nhdm khach hang muc tieu la nhdm
toan qua the VISA ma khdng thdng bao trudc cho du lich doan nhom: can tap trung uu tien cai thien
khach hang, hay phi dd udng tinh gia cao, tinh phi cac yen td liln quan din Bang chiing vat chat (tiln
don 2 chiiu ciia khach ttong khi khach chi cd nhu nghi) va Con ngudi (su thoai mai) va Phan phdi (vi

cau sii dyng dich vu dua ddn 1 chiiu... Do dd, tri/dia diim). De cai thiln yiu td Phan phdi, cac
ttong thdi gian tdi, cac khach san nin cai thiln cac khach san cd the tim kilm hay dau tu cac dia diem
dich vy cung cdp, xem lai phuang an tinh phi dich du lich (cac khu chg, cac khu vui chai, diem kham
vy dl cd thi dem lai cho cac khach hang trai pha van hoa...) gan vdi vi tti khach san, qua dd tao
nghigm dich vy hoan hao, tao su thoai mai cho su thuan tien cho khach hang khi di chuyen, di lai.
Tuy nhien, bai nghiin ciiu cdn mgt sd han chi
khach hang khi sii dung dich vu tai khach san. Thir
hai, ddi vdi cac Ichach san cd nhdm khach hang muc ma nhirng nghiin cim tilp theo cd the cai thiln. Thir

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So 141/2020

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.khoa hoc
"thifdngmai

^
47

OUAN TRI KIMI DOAMI
nhdt, pham vi nghiin cim cua bai chi nam trong
pham vi la cac khach san 4 sao ttin dia ban tinh
Quang Ninh nen cd thi anh hudng tdi tinh tdng quat
hda cua bai. Nhirng bai nghiin ciru ve sau cd thi
md rgng them cac dia phan lan can va cac khach san
3 sao va 5 sao de dem lai nhirng cai nhin tdng quan
han. Thic hai, khung phan tich ciia nghien ciiu dugc
ke thira tir thang danh gia ciia Booking.eom nen
mdi chi tilm can din cac yeu td San pham dich vy,
Gia, Phan phdi, Con ngudi. Bang chiing viit chat
theo tiep can cua chien luge Marketing hdn hgp
dich vy, bai nghiin eiiu tiep theo du kien se phuc
tap hda khung phan tich cua nghien ciiu bang vile
bd sung thim thang danh gia liln quan din yiu td
Quy trinh va Xiic tien hon hgp tai cac khach san.^
Tdi liiu tham khdo:
1. Delbert Hawkins, David Mothersbaugh
(2015), Consumer Behavior: Building Marketing
Strategy, 12* edition, McGraw-Hill Education.
2. Del I.Hawkins, Roger J.Best, Kenneth
A.Coney (1992), Consumer Behavior: Implications
for Marketing Strategy, 5* edition, Richard D Irwin.
3. Le Thi Tuylt, Nguyin Anh Tru, Vii Thi H5ng
Nha, T r k Thi Thuang, Trin Hihi Cudng (2014),
Nghien ciru su hdi long cita du khdch ngi dia ve chdt
lugng dich vu tgi Ldng Co Dudng Lam, Tap chi
Khoa hgc va Phat tiriin, S6 12(4), tt.620-634.

4. Lim Van Nghilm (2008), Marketing dich vg,
Nha xuat ban Dai hgc Kinh ti qudc dan, Ha Ngi.
5. Michael R.Solomon (2016), Consumer
Behavior: Buying, Having, and Being, 12* edition,
Pearson.
6. Ngd Nguyen Quy, Nguyin Van Nggc (2015),
Ddnh gid mice do hdi long cua khdch hdng doi vdi
dich vu tgi khdch sgn Novotel Nha Trang, Tap chi
Khoa hgc - Cdng nghe Thuy San, sd I, tr.l46-15I
7. Nguyen Hue Minh, Nguyen Thu Ha, Phan Chi
Anh, Yoshiki Matsui (2015), Service quality and
customer satisfaction: a case study ofHotel industry
in Vietnam, Asian Social Science, Vol.11, No.10,
pp.73-85
khoa hoc .
thifihtg'mai'

8. Nguyin Qudc Nghi, Phan Van Phung (2011),
Cdc nhdn to dnh hudng din mice do hdi long cua
khaeh hdng ddi vdi hi thdng khdch sgn d thanh pho
cdn Tha, Tap chi Khoa hgc, Trudng DH Cdn Tho,
sd 18a, tr.25 8-266
9. Nguyin Thu Ha, LI Thi Tii Anh, Binh Thi
Thuy Na, Phung Thi Xuan Huong (2018), The
Inflienee of Service Quality in Tourism on Tourist
Satisfaction: The case of Hanoi Old Quarters,
Proceeding of Intemational Conference on
Marketing in the Connected Age (MICA-2018),
Danang, Viemam.
10. Nguyin Van Manh, Hoang Thi Lan Huang

(2013), Qudn trf kinh doanh khdch sgn, Nha xuat
ban Dai hgc Kinh ti Qudc dan. Ha Ngi.
11. Philip Kotler, Gary Armstrong (2017),
Principles of Marketing, \7^ edition, Pearson.
12. Philip Kotler, Kevin Lane Keller (2015),
Marketing Management, 15'^' edition, Pearson.
Summary
Understanding the needs of customers to
improve the quality of tourism services is considered an important solution to improve the performance of Vietnam tourism, increasing the proportion
of intemational visitors remming to Vietnam. The
study presents the analysis of the behavior of customers who had experienced services at 4-star hotels
in Quang Ninh in 2019 using the database of the.
Booking.eom that collected feedbacks firom domestic and foreign tourists on hotel service quality factors includmg cleanliness, wifi, value for money,
location, facilities and comfort. The analysis indicated the characteristics of consumer behavior and
the perception of hotel services which can be used
as a basis for managers to adjust their service marketing sttategies to improve service quality for customer satisfaction.

So 141/2020