Khám phá các nhân tố ảnh hưởng đến sự hài lòng của du khách du lịch tại làng mộc kim bồng hội an

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ISSN:0866 - 7802
s6
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03 - 2015
3 THANG 1 KY
ISSN:0866·7802
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TBng Bien t~p
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*
Ph6 TBng Bien t~p
TSNB. Trdn Thanh

vo
HQi dAng Bien t~p
Thuong true:
ThS Bid
va
Tung Chdn
Cac uy vten:
GS TS Nguyln Van Thanh
GS TS Hoang Van Chdu
GSTS Hoang Tht Chinh
PGS ts.
DJ
Linh Hi?p
PGS ts. Nguyen Qu6c ri
PGSrS Pham Van DU()"c
PGS ts.Phuong Ngoc Thqeh
PGS TS Va Van Nht
PGS TS Phuac Minh Hi?p
PGS TS Phung
Dinlt
Man
PGS TS Pham Minh Tiin
TS
u
Bieh Phuong
TS. DS Nguyen Tht Hfmg Huang
TS. Nguyen Xudn Dung
TS Nguyen Tuong Dung
ns.u Tht Bieh Thily
*

ThU" ky Toa soan
TS Nguyen Thi Ngoc Huang
*
Giiy phep hoat dong bao chi in
S6: 36/GP-BTTTT
ci
p ngay 05.02.2013
S6 hrong in: 3000 cu6n
***
Ch~ ban va in tai Nha in:
Lien Tuong, Quan 6, Tp. HCM
Ml)C Ll)C
Trang
Kinh
ti-
Kj
thu{tt
1. Hti Nam Kluinl: Giao,
is
Thtii
SO'II:
Kham pha cac nhdn t6
anh huang tlin s~rhai long cua du khach du lich tai lang miic
Kim Bong - H9i An
1
2.
Huynh Xuiin Hifp: Chin" sacli tai khoa va tang tnrang
kinh ti Viet Nal11trong nhicng niim gdll ddy :
11
3.

Nguyln Ngoc Chduh: Cac nhdn t6 anh huang din su'
hai long cua khach. hang ca nhdn dBi
voi clulf
IU(7ng dich Vll
tai Eximbank -
Tp.
HCM
18
4.
.D8
tu!
Tht/Ilh
I 7nl1,
Ngllyln Himg
L£Jc:
Phat trdn ngu6n
nhdn luc tai
So'
Van hoa -
Thi
thao - Du Itch tinh Kien Giang
din niim 2020 26
5.
Hoang Xuiin San, Hi; Thj Thanh Trttc: Phat triin cong nghiep
'u5 tra
a Vi¢t NC/m - Nhdn
thuc
va
tlnrc tilll 38
6.

Vii Villi 17/{rC:Pilat triin nganh cong nghiep phu tra a
Vi~t Nam 45
7.
u
Kim Anlt: Nghien c~ru ung dung b9 di~u khiin 6n
dinh.
h¢ th6ng cong sudt trong tli~u khiin cac nguon phdn tan 52
8.
Truong Cdng Tllan, Trilll Minh Bao: Truy van huong d6i tuang
dua tren d6 thi chic ky nhi phdn 59
Chinh. tri - Xii h9i
9. NgllyJII HfJlIg Nh{it: Nluin tlurc va VlJndung tu tuong
. H6 Chi Minh v~"h9C tli lam viec" 67
10.
Le
TIli min: Giao due dai hoc vi su' phat triin h~n vimg
trong b6i canli ngay nay
72
11. DB
M(lIIh Hi,: ndp tuc
ast
mai, nang cao chcit IU(7ng day va
hoc man tridt hoc Mac-Lenin a truang Dai hoc
Ngo
Quy~n
hi~n nay 77
12.
NguY%1I Tat, D(il1g
f/ift
Thanh: vcin d~ can ngutri trong di san

viill hoa H6 Chi Minh 82
T/UJ;lg till Khoa
hfiC -
Duo tflo
IS!;N:0866·7802
JOURNAL
~~:2~19J
ECONOMICS · TECHNOLOGY
Editorial Office and management
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*
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Member
Prof.Dr:
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Prof Dr. Hoang Van Chau
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Assoc.ProfDr. Nguyen Quoc Te
Assoc.ProfDr. Pham Van Duoc
Assoc.Prof.Dr
Phuong Ngoc Thach

Assoc.ProfDr. Vo Van Nhi
Assoc.ProfDr. Phuoc Minh Hiep
Assoc.ProfDr. Phung Minh Man
Assoc.ProfDr. Pham Minh Tien
Dr.
is
Bich Phuong
Dr. Nguyen Thi Hang Huang
Dr. Nguyen Xuan Dung
Dr:Nguyen Tuong Dung
MA. Le Thi Bich Thuy
*
Managing Editor
D,: Nguyen Thi Ngoc Huang
**
Publishing licence
No: 36/GP-BTTTT
Date
05/0212013
In number:3000copies
**
Printing at: Lien TUOngprinting,
District 6, HCM city
TABLE OF CONTENNTS
Page
Economic - Technical
1. Ha Naill Kltanh Giao, Le Thai Son: Exploring the mainfactors
affecting the tourists' satifaction at wooden trading village
of Kim Bong- Hoi An city.
1

2.
Huynh
Xuan
Hiep: Fiscal policy and economic growth
in Vietnam in recent years
11
3.
Nguyen Ngoc Canh: Title:factors affecting the customer
satisfaction towards service quality of Eximbankin
Ho Chi Minh city
18
4.
Do Thi Thanh Viuh, Nguyen Hong Lac: Development of human
resources at the Department of Culture - Sports - Tourism
Province Kien Giang 2020 26
5.
Hoang
XtILI1I
Son, 110 TIIi
Thanb
True: Industrial development
assistance in Vietnam - awareness and practice
38
6. Vu
Jim Thuc:
Development of supporting industries
in Vietnam 45
7.
Le Kim Anh: Study
011

application
0.[
power system
stabilizers for control of distributed generations 52
8.
Truong Coug Tuan, Tran Minh. Bao: Object-oriented query
processing based binary signature graph 59
Politics - Society
9. Nguyen Hong
Nluu:
Awareness and application of
Ho Chi Minh
s
ideology about issue "study to work"
67
10.Le Thi Hien: Higher education for sustainable
development today in context
72
11. Do Man" Ha: Continue to innovate, improving teaching and
learning Marxist - Leninist Ngo Quyen university in today 77
12.Nguyen Tot, Dang Viet Thanh: Issues in human heritage
Ho Chi Minh
82
Information
Science - Training
Kham pha
cac
nhan
to
, ", '" K?

?
K
KHAM PHA CAC NHAN TO ANH HUONG DEN SU
.
",,?, ""
HAl LONG CUA DU KHACH DU
L~CHT~I
LANG MQC
~
"
KIM BONG - HOI AN
Hit
NamKhlinh Giao*,
is
Thai
SO'n*'~
TOM TAT
Nghien cuu tim hidu mot
s6
nhiin t6 chu ydu tac dong tldn
S1:l'
hai long cua du khach khi thiim
Lang ngh~ truyen th/ing Kim Bong- lang ngh~ n6i tieng v~ moc cua H6i An, bang viec khao sat 200
du khach tai
ddy
vao trung tudn thang
5
ndm 2013. Thang do SERVQUAL duac sir dung
co
tli~u

chinh. Phuong phap phdn tich tl6 tin cdy Cronbach
s
Alpha, phan tich nhdn tJ kham pha EFA cung
voi phdn tich h6i quy boi duac sir dung voi phuong tien la phdn m~m SPSs.
Kdt qua cho thdy
S1:l'
hai long cua du khach adn thdm lang ngh~ nay chiu tac a6ng boi 3
thanh phdn duirc thd hien theo thic t~rtdm quan trong:
(1) S¥
a6ng cam;
(2) S¥
tin cdy; va
(3) S~
bao dam. Nghien cuu a~ ra 1I16t
s6
kdn nghi cho cac nha quan
ly
du lich fang ngh~ nh&m ndng cao
chat IU9'ng dich
V1:l
ad lam tang
S1:l'
hai long
cua
du
khach.
Tir khoa: Kim Bong, du Itch cong tl6ng, su hai long, chat IU9ng dich
V1:l,
SERVQUAL
EXPLORING THE MAIN FACTORS AFFECTING THE TOURISTS'

SATIFACTION AT WOODEN TRADING VILLAGE OF
KIM BONG - HQI AN CITY
ABSTRACT
The research aims at finding out the major factors influencing the tourists' satisfaction at
Kim B6ng traditional trading village- one of the famous wooden trading village of H6i An City-
by interviewing 200 tourists in May 2014,' SERVQUAL model was used adjustedly. The method
of Cronbach
s
Alpha reliability analysis, Exploratoty Factor Analysis EFA, and multiple linear
regression were used with SPSs.
The result shows that the tourists' satisfaction at this trading village was affected by the
main factors by the importance: (1) Empathy; (2) Reliability; and (3) Assurance. The research
suggests some solutions for the management of the trding village to raise the service quality to
enhace the tourists' satisfaction,
Tir
khoa:
Kim Bong, du lien cong a6ng,
S1:l'
hai long, chat luong dicn
V~I,
SERVQUAL
*
PGS TS. Tnrang Dai H9C Ta! chlnh- Marketing, B<}Tai chinh. DTDD: 0903306363. Email: khanligiaohntiuyahoo.com
•• Giang
viell
khoa Du lich. Truong Dai H9c Tai chinh- Marketing, B{>Tai chlnh. Email: Handphone: 0918399119
Tap chi
Kinh
te - Ity
thu~t

1. TONG QUAN VE LANG NGHE
M<)C KIM BONG
Lang moc Kim Bong, xira goi Ia Kim
B6ng CMu, nim
a
bo
N am song Thu B6n.
Ph~n Ion dfrt dai thuoc xa Cim Kim, thanh
ph6 HQi An, each do thi c6 HQi An khoang
1
km duong song.
Cu6i th6 kY 16, d~u th6 ky 17, nghe moc
Kim Bong b~t d~u phat tri~n nhc SIJ phon thinh
cua thuong cang HQi An. D6n th6 kY 18, nghe
moc Kim B6ng da phat tri~n manh me va thinh
dat thanh lang nghe voi ba nhom nghe r6 r~t:
nghe mcc xay dung cac cong trinh kiSn true
do thi, nghe moc dan dung va nghe dong tau
thuyen moc.
Ky
thuat va
ky
nang che tac cua
tho lang Kim Bong xira kia duoc th~ hien qua
hang van cong trinh nha cira va kiSn true khap
ca mroc. Tai do thi c6 HQi An, cac cong trinh
hQi quan, chua chien, dinh lang, nha tho, la noi
minh clnrng r6 nhfrt tai nghe d~p ve, trang tri
nQi ngoai thfrt. Nhirng chim cong mua, Ly Ngir
Vong Nguyet, cac Dire Thanh, cac linh v~t

Long-Lan-Quy-Phung dSu do tho Kim B6ng
thirc hien. Tai cac HQi quan Quang Trieu, MiSu
Quan Cong hay tai cac dinh chua, nhfrng dieu
kh~c Giao Long do tho Kim Bong thuc hien
hSt sire s6ng dong voi d~y du cac chi tiet. V o-i
ban tay kheo leo va nghe thuat tai hoa cua
minh, tho moc lang Kim B6ng da gop phan tao
nen mot ph6 c6 HQi An c6 kinh d~y quyen rii
nlnr ngay nay. Khong chi bo hep trong pham vi
Quang Nam, cac chS tac cua Kim Bong YUan
xa ra pham vi ca mroc. Dac biet, da co rfrt nhieu
tho da duoc tri~u dinh HuS moi ve thirc hien
cac cung dien, dinh chua.
Nam 2004, dS khoi phuc va phat trien lang
nghe, thanh ph6 HQi An da l~p du an d~u tu
khoi phuc va phat trien lang nghe truyen thong
rnoc Kim Bong gin voi hoat dong du lich va
duoc UBND tinh Quang Nam phe duyet.
Trung tam lang nghe duoc xay dung khang
trang tren manh dfrt d~u lang, hai t~ng kien
c6, khong gian thoang mat, co th~ don mot
hie hang tram khach du lich. Day la noi tnrng
bay cac hien v~t lien quan dSn nghe moc Kim
Bong, cung cfrp thong tin lich su lang nghe, la
noi don tiep, huong d~n khach tham quan ve
tham lang moc Kim Bong va la noi t6 ChtTC
cac chuang trinh du lich cho khach trong va
ngoai mroc.
Thoi gian g~n day, co
sa

ha t~ng du lich tai
lang moc Kim Bong da xuong cfrp tr~m trong.
Khach du lich khong diroc chao don
va
gioi
thieu cac thong tin lien quan dSn lang nghe
nhir nhtrng nam truce, dieu nay anh huang
rfrt Ion dSn san pham du lich cong d6ng cua
thanh ph6 HQi An noi chung, lang moc Kim
B6ng noi rieng, Theo thong ke, nam 2012 co
]0.030 luot khach dSn tharn quan lang moc
Kim Bong, chi dat 35,7% so
voi
cung
IcY
nam
ngoai, nhu
vay,
lang nghe moc Kim B6ng v~n
con nhiSu kha nang hfrp d~n du khach trong
va ngoai mroc, va dn nhieu bien phap d~ thu
hut du khach.
2.
co
SO LY THUYET VA MO HINH
NGHIENCUU
V~
chit IU'Q'ng
dich vu va S'.l· hai
long

cua khach
hang
Dich vu la kSt qua mang lai nho cac hoat
dong tuong tac gifra nguoi cung cfrp va khach
hang, ding nhir nho cac hoat dong cua ngiroi
cung cfrp de dap img nhu du cua ngiroi tieu
dung (ISO 9004-2: 1991E). Theo Christopher
&
Jochen (2004), dich vu la mot hoat dong
kinh tS tao nen gia tri va mang lai loi Ich cho
khach hang
a
mot dia di~m va thai gian nhfrt
dinh bang
each dap img
nhirng mong muon
cua nguoi nhan dich vu,
Theo TCVN ISO 9000:2000, "Chizt luong
fa
mice
d(J
cua mot tdp h9P
cae diJ,c
tinh
von
2
Kbem
pha
cac
nhan to

co
ala mot san phdm, h? tht5ng hay qua trinh
iJJ
dap
ung
cac yeu cdu cua khach hang va
cac ben
lien
quan ". Khi khach di du lich, ho
su dung cac san pharn va dich vu du lich cua
ben cung
d
p,
k~t qua cua dich vu mang lai
nho cac hoat
dong
nrong tac giita nguoi cung
d
p va du khach, ciing nhir nho cac heat dong
cua ngiroi cung
dp
d~ dap irng nhu du cua
ngiroi
tieu
dung (ISO 9004-2: 1991E). Mu6n
do luong
S\I
hai long cua du khach, dn do
hrong chM hrong cua dich vu, vi trong qua
trinh tieu dung, ch,it hrong cua dich vu th~

hien trong qua trinh tuong tac gifra nha cung
dp
va du khach (Svensson, 2002).
Nhi~u nha nghien ciru d6ng
'1
voi khai
quat cua Parasurarnan et al (1985)
"cluj,
luong dich
V~I
duac xac dinh boi
S1!
khac biet
giica
S1!
mong doi cua khach hang v~ dicn v¥
va danli gia cua ho vJ dicli v¥ ma ho nhiin
duoc ''. MQt trong nhirng 1'1 thuyet nguyen
thuy
v€ chat hrong dich vu la 1'1thuyet phan
tich khoang each (Zeithaml et al., 1990),
1'1
thuyet nay cho rang khach hang hai long
khi
ho danh
gia
chat
IUQ'ng
dich
vu

ma ho
nh~n duoc la bang hoac VUQ'tqua mong doi
cua ho. Giao
&
Vii (2011) due k~t don gian
v€
SlJ
hai long cua khach hang nhir la diem
gap nhau hay dien tich trung nhau gitta kha
nang cua doanh nghiep va nhu du cua khach
DQ tin cay (TC)
Sir dap (rag (DU)
Sir bao dam (BD)
Su
d6ng earn (DC)
Phuong tien hfru hinh (RR)
hang; hay la rmrc dQ trang thai earn giac cua
mot nguoi bftt d~u tir viec so sanh k~t qua
thu duoc ill san pharn/dich vu voi nhirng ky
vong cua nguoi do.
Giao
&
San (2012) dll ti~n hanh do luong
ch~t hrong dich vu va su hai long cua khach
hang tai Festival Hoa Da Lat voi thang do
SERVPERF (Cronin
&
Taylor, 1992) 5 thanh
phan, thang do likert 5 di~m cho th~y ch~t
hrong dich vu cua Festival nay bao gem 5

thanh phan: (1) Phuong tien Inru hinh; (2) Su
d6ng earn; (3) Sir dap trng; (4) DQ tin C?y va
(5) Su bao dam.
Tuy nhien, viec do hrong ch~t hrong dich
vu cac diem d~n du lich
se
co nhung khac biet,
vi nhirng di~m d~n nay co
S\I
khac biet voi
nhau, nh~t la d6i voi mot lang ngh€ tham gia
vao hoat dong du lich cong d6ng. Vi
vay,
d~
tim
SlJ
khac biet d6i voi ch~t hrong dich vu mot
lang nghe tham gia vao du lich cong d6ng, c~
phai co sir di~u chinh cac bien quan sat dira
tren thang do SERVQUAL cho phu hQ'P.
Mo hinh nghien
CUll
d~ nghi duoc xay
dung dua tren nhtrng ti~n d~ v~ 1.'1thuyet va
thuc ti~n v~ su hai long cua du khach va duoc
th~ hi~n trong hinh 1. Tuy
nhien,
cac bi~n
quan sat trong md hinh nay chira duoc phan
thanh nhom, dn duoc phan tich EFA lai d~

tach thanh nhom rieng biet.
SU HAl LONG CUA
DU
KHAcH (HL)
Hinh 1. M6 hinli nghien cuu d~ nghi
3
T~p chf
Kinh
te
-I{y
thuij,t
3.
KET
QuA
NGHIEN
CUu
3.1. Nghien cteu dinh
tinh
Trong nghien ciru sa bQ, tac gia dii
dua vao thang do chuyen d6i
nr
thang do
SERVQUAL, ti6n hanh nghien elm sa bQ
bang thao luan nhom nghien ciru d€ xay
dung thang do sa bQ va xay dung bang cau
hoi. TiT bang cau hoi sa bo tac gia ti6n hanh
phong v~n 50 du khach, sau do tham khao
y
kien chuyen gia d€ di€u chinh
nr

ngir cho
bang cau hoi d~ hieu va phu hop,
Tir k6t qua cua nghien ciru sa bQ, sau khi
co di€u chinh, thang do chinh thirc cac khai
niern nghien ciru duoc hinh thanh, chuan bi
cho nghien ciru dinh luong. Cac bien quan
sat (33 phat bieu) trong nghien ciru nay chira
duoc phan thanh cac nhom
C1,l
th€ va c&n
duoc phan tich nhan t6 kham pha
a
nghien
ciru chinh thirc, Thang do Likert 5 diem thay
d6i
ill
1
=
hoan toan khong d6ng
y
d6n 5
=
hoan toan d6ng
y
duoc sir dung trong nghien
ctru nay.
3.2. Khiio sat
CUQCkhao sat duoc thuc hien
a
trung tu~n

thang 5 nam 2013, 200 bang cau hoi duoc
phat ra tai lang nghe Kim B6ng cho du khach
tharn quan tai day voi phirong phap chon m~u
thuan tien. K6t qua thu v~ 14] bang, 59 bang
bi loai vi thong tin khong d~y du, 141 bang tra
loi duoc suodung cho phan tich.
3.3. Mau
nghien
cteu
D?c di€m mfiu nghien ciru duoc trinh bay trong bang 1
Bang
t:
Dijc
adm m6u
f)~c di~m
A '
Ty I~
(%)
Tan
so
Gi6i tinh
Nam
63
44,7
Nu'
78
55,3
TuAi
18d~n35
78 55,3

36 d~n 45
35 24,8
46 d~n 55
8
5,7
56 c1~n65
17 12,1
Tren 65
3 2,1
Muc dich du lich
Tham quan
101
71,6
Nghi dircng
15 10,6
Tharn than nhan
1
,7
Kinh doanh
2 1,4
Khac
22 15,6
Noi CU' ngu
B~c
19
13,5
Trung
33 23,4
Nam
21

14,9
Nurre ngoai
68
48,2
4
Kham pha
cac
nnen
ta
3.4. Kiim djnh thang do
va
1110 hinb do luirng
K~t qua Cronbach's Alpha cua thang do chat hrong dich vu cua tang ngh~ moc Kim Bong
duoc th~ hien trong Bang 2, d~u tir 0,908 tro len, cac h~ s6 nrong quan bi~n- t6ng d~u Ion hon
0,3, do do cac thang do d~u dat dQtin cay, va duoc sir dung trong buoc phan tich EFA (Nunnally
&
Burnstein, 1994).
Bang 2: Kit qua
II?
s6
Cronbach
s
Alpha thang do cac thank phdn chat IU9'ngdich v¥ va su' hid long
cua du khdch tham quan lang moc Kim Bong
sa
bi~n quan Cronbach's
Tuoug
quan t6ng-bi~n
Thang do
sat Alpha

nho nhAt
Ch5.tIUQ'ngdich VI,1
33
.944
,373
Sv Hai long (HL) 5
.908
,708
K~t qua sau l~n phan tich nhan t6 kham
pha d~u tien (Exploratory Factor Analysis-
EFA) cho thay co 6 nhan t6 duoc trich tai gia
tri Eigen 1.026 va phirong sai trich diroc la
68,640%. Ki~m tra, loai bo cac bi~n quan sat
TC2, TC4, TC5, TCIO, TCI4, TC15, TC21,
TC24, TC28 vi co he s6 tai nhan t6 <0,5.
Ti~p tuc phan tich EFA l~n 2, thang do
chclt IUQ'l1gdich VI) lang moc Kim Bong co
4 nhan t6 diroc trich tai gia tri Eigen 1,025,
plnrong sai trich duoc la 65,602%. K~t qua
cho thclycac bi~n quan sat TCI, TCI8, TC20,
TC27 co h~ s6 tai nhan t6 <0,5 nen loai bo,
ti~p tuc phan tich EFA l~n 3.
K~t qua phan tich l~n 3 cho thcly co 3
nhom nhan t6 duoc trich tai gia tri la 1,284
voi phirong sai trich duoc la 64,019%. Ki~m
scat cac bien quan sat thay ti~p tuc co cac bien
TC12 va TC25 co h~ s6 tai <0,5 nen loai boo
Ti~p tuc thuc hien phan tich EFA l~n 4
cho thclyco 3 nhom nhan t6 duoc trich tai gia
tri eigen 1,278 voi plnrong sai trich duoc la

67,343%. Ben canh do, h~ s6 KMO 1a0,826;
gia tri sig
=
,000 cho thay k~t qua phan tich
nhan t6 dang tin c~y. Cac nhorn nhan t6 Xl,
X2, X3 duoc tu~n nr d~t ten Ia Tin c~y (TC), SlJ
d6ng earn
(DC)
va SlJ bao dam (BD) dua theo
y
nghia cac bi~n quan sat duoc (xem bang 3).
Bang 3: Kit qua EFA va Cronbach
s
Alpha cua cac thanh phdn chat luong dich. v~
fang ngh~ moc Kim B61/g
Bi~n quan sat
H~ s8 tai nhan t8 ciia cac thanh ph~n
TC DC BD
TC3.SI,ftien IQ'iv~ v~n chuyen tai dia phuong
,583
TCc.Khach sari g~n cac lang nghe
,773
TC7.Ch5.t IUQ'ngphu hop voi gia phong
,891
TC8.PhOng sach se, tien nghi
,897
TC9.Cua hang an uong sach se
,610
TC II.c6 bao tang, khu hru niern d~ tham quan
,577

TC 19.C6 trung tam cham s6c sire khoe va ngoai hinh
,682
TC13.Ca sa san xuat cua lang ngh~ h5.pdfin
,576
TCI6.Du khach diroc hoc hoi, thao tac nghe
,909
5
Tap chi
Kinh
te .
Ity
thu~t
TCI7. Du khach duoc tham gia vao cac sinh hoat cua
,720
gia
dinh
TC22. Du khach an toan khi di du lich 0 day
,828
TC23. Su niem no, hi~u khach cua nguoi dan dia phuong
,689
TC26. SI,!thanh binh cua dia phuong nh~t la v€ dem
,724
Eigenvalue
5,385 2,092 1,278
Phuong sai trich 41,423 57,513 67,343
Cronbach's Alpha ,882 ,785
,797
K6t qua phan tich h~ s6 nrong quan thong ke Spearman's Rho
a
hinh 8 cho thay giira cac

bi6n dQc l~p va bi6n phu thuoc co tuong quan voi nhau, dao dQng tir 0,530 d6n 0,606, khong
vuot qua chi s6 di~u kien 0,85; clurng to r~ng gia tri phan biet da dat duoc, cac thang do trong
nghien ciru nay do luong diroc nhfrng khai niern khac nhau.
Bang 4:
S1,J'
tuong
quan
giica
cac
khai niem nghien
CJ,/'u
HL TC BC BB
HL 1,000
,606"" ,533"" ,530""
TC
,606""
1,000
,240"" ,561""
Spearman's rho
BC
,533""
,240""
1,000
,356""
BB
,530"" ,561"" ,356""
1,000
* *.
Tuong quan Spearman :~Rho
co

y
nghia thong
ke
o'
mice 0.01; n
=
14
J
3.5. Kit qua
phiin
tich hai quy
Cac bang 5,6, 7 trinh bay mo hinh h6i quy da bi6n d~y du v~ ch&tluong dich vu lang nghe
moc Kim Bong. Mo hinh g6m 3 bi6n dQc l~p va mot bi6n phu thuoc.
Bang
5:
M6
hinh h6i
quy
da
bid/l
adyau
M6 hinh
R
R2
R2 hieu chinh Sai s6 uoc hrong
Durbin-Watson
1
,719-
,517
,506

,60819
1,743
Bang 6: Bang ANOVA
Model
Sum of Squares df Mean Square
F
Sig.
Regression
54,204
,.,
18,068 48,847
,000-
.)
1 Residual
50,675 137 ,370
Total
104,879 140
6
~-===========~~~~
Kham pha
cac
nhan
t6
Bang 7: Cac
thong
sc5
cua
tung bitn
trong mo hinli
h6i

quy
H~ s6 chira
H~ s6 dii chu~n
Da ccng tuyen
M6 hinh
chuin hoa Sai s6 chu~n Gia tri
t
Gia tri
DQ chap
hoa
p
Sig.
VrF
B
nh~n
Constant
,223 ,303 ,736 ,463
TC ,341
,071
,334 4,781
,000 ,724 1,382
DC ,383 ,063
,390
6,104
,000 ,862 1,160
BD ,244 ,081 ,217 3,011
,003
,681 1,469
K~t qua phan tich h6i quy
a

bang 5 cho
thay R
2
= 0,517. KiSm dinh F cho th~y mire
y
nghia p=.OOO. KiSm tra hien nrong nrong
quan
o'
bang 5 bang h~ s6 Durbin - Watson
(1<1,743<3); nhu vay, mo hinh h6i quy phu
hop voi dtr lieu thu thap duoc. H~ s6 xac dinh
hieu chlnh cho thay dQ tuong thich cua mo
hinh la 51,7%, hay cac bien dQc I~p giai thich
duoc 51,7% phuong sai cua bien phu
thuoc
(Trong
&
Ngoc, 2008).
Nhir vay, cac nhan t6 tac dong d~n ch~t
lU911gdich vu, qua do dinh hinh sir hai long
cua du khach khi tham quan lang nghe moc
Kim Bong narn 2013 theo mo hinh h6i quy
tuyen tinh:
HL
=
0,223 + 0,341 *TC + 0,383*DC +
0,244*BD
Cac h~ s6 h6i quy d~u mang d~u dirong
thS hien cac nhan t6 trong mo hinh h6i quy
d~u co tac dong

ty
l~ thuan d~n ch~t hrong
dich vu tai lang nghe. Bang 7 ding cho thay
thanh phan tac dong manh nh~t la sir d6ng
earn (~ = 0,383); ti~p d~n la
S\T
tin c~y
W
=
0,341) va bao dam
W
= 0,244).
3.6. Phiin
tich
muc
i/p i/anh
gill
cua
du
kluich vJ cdc thanb
ph/Ill
Thong ke mo ta gia tri hung binh duoc
S11
dung dS danh gia mire dQ earn nhan cua
du khach v8 cac thanh phan neu tren. Bang
8 cho thay rmrc dQ danh gia cua du khach
d6i voi cac thanh phan ve ch~t hrong dich
vu tai lang moc Kim B6ng deu
a
rmrc kha.

Nhin chung, du khach kha hai long (mean =
3,6695), trong do, rmrc dQ
hai
long
cua
du
khach d6i voi cac
thanh
phan khac I~n IUQ't
la sir tin c~y (mean=3,4012); sir d6ng earn
(mean=3,3995); su bao dam (mean= 4,0449).
Thanh phan co tac dong manh nhat d~n su hai
long cua du khach diroc danh gia x~p thir ba
sau cac thanh phan bao dam va tin cay, Nhu
vay, co thS thay rang du khach mong iroc cac
sinh heat, hoat dong san xufit cua lang nghe
da dang hon, du khach duoc tham gia nhieu
hon vao cac sinh hoat, hoat dQng san
xuat
cua
lang nghe, thi ho se hai long hon nhir mong
uoc cua ho la du lich tim hiSu nhirng net dai
thuorig trong sinh hoat va nhung net d~c s~c
trong nghe moc tai Kim Bong.
Bang 8:
Thc5ng k&
mo
ta
vd danh
gia

cua khach hang
ctc5i
voi
cae
thanh pluin
Thanh
phan
Mean
Di) l~ch chuan
s6
lUQ'llgkhao sat
Tin
c~y
3,4012 ,84824
141
D6ng earn
3,3995
,88211
141
Bao dam 4,0449
,76968 141
Hili long
3,6695 ,86553 141
7
Tap chi
Kinh
te - I{y
thu~t
3. 7.
Thiio

lu~n
Tit k~t qua do hrong chit luong dich
V\I
tai bing nghe MQc Kim Bong, co hai nhom
nhan t6 trong mo hinh gia dinh khong xuit
hien
a
mo hinh nghien
ciru
xac dinh diroc, do
hi phU011g tien hfru hinh va
Sl;T
dap irng, Noi
khac di, cac bi~n quan sat cho hai nhorn nhan
t6 nay chira mang du
'1
nghia thong ke. V ~
m~t thirc ti~n, cac nha quan
1'1
du Itch tai lang
nghe va nhirng gia dinh san xuit mocco t6
chirc tham quan du lich dn chu
y
hon toi each
bai tri, quang ba cua cac di~m tham quan d~
thu hut du khach nhu nha tnrng bay san pham,
quang canh chung quanh diem tham quan
d6ng thai, co s~n nhimg chuang trinh d~ du
khach co th~
tim

hi~u truce khi tnrc ti~p tham
gia vao, co nguoi huang dfuJ, giup do cong
viec, cong tac don tiep, t6 chirc cho du khach
cling sinh hO<;1t Nhirng di~u nay cho thay
lang nghe thirc
Sl;T
quan tam, mong mu6n du
khach d~n voi ho. Dap irng di~u nay, du khach
se hai long va s~n long d~n du lich.
Cling tir mo hinh nghien ciru diroc, co the
rut ra nhfrng irng dung thuc ti~n tac dong d~n
S\X
hai long cua du khach nhir sau:
Thie nluit, v~
Sl;T
tin cay: th~ hien kha nang
cung
dp
cac dich vu phu hop, dung han ngay
ill' d~u; nghia la cac noi cung cap ch6 an,
nghi; cung
d
p thong tin lien lac; cung
d
p
phirong tien di chuyen giifa cac di~m tham
quan duoc lam t6t se tao nen long tin cho du
khach, ho se r:it yen tam khi s~n sang tham
quan lang nghe trong mot hay vai
ngay

khi
co nhu duo Trong mo hinh xac dinh duoc,
nhan t6 nay co tac dQng manh thir hai sau
nhan t6 d6ng earn. Ph6i hop voi nhan 16 tin
cay, mo hinh cho thfiy rang khi du khach dii
co ch6 an, nghi, thong tin lien lac phu hop
119
r:it s~n long tham quan,
tim
hi~u v~
lang
nghe rnoc Kim Bong.
Thic
hai, v~
Sl;T
d6ng earn: nhan t6 nay
ili~
hien
S\X
quan tam cham soc d~n nrng du
khach, nghia la khi du khach d~n tham quan
lang nghe, ho dn co nhieu chuong trinh d~
tham gia, co th~ la tham quan, co th~ la cling
sinh hoat voi gia dinh d~ tim hi~u nhirng cai
dQc dao cua nghe moc c6 truyen, xem di~n
xuit ch~ tac cua cac nghe nhan, hay voi
Sl;T
hirong d~n cua nghe nhan, ho co th~ tv lam
mdt san pham cho minh. Noi khac di, khi ho
du lich d~n tang nghe, ho duoc quan tam bang

each co nhieu chuang trinh phuc
V\I
va nhi~u
qua ky niem d~ mua sam,
Thtr ba, v~
S\X
bao dam: th~ hien qua trinh
dQ chuyen men, cung each phuc
VI)
lich sir,
niem no. Du khach se
hai
long khi duoc quan
tam, cham soc tai cac di~m san xuat
a
lang
nghe; cac san pharn, dich
V\I
cua lang nghe
mang lai cho ho mot gia tri Slr dung, mot trai
nghiem thu
vi.
4. KIEN NGHJ CHO LANG NGHE
M<)C KIM BONG
VA
KET LU~N
4.1. lain ngh]
Tit k~t qua nghien
ciru
va thao luan neu

tren, nghien CU1lco th~ dong gop mot vai ki~n
nghi chfnh d~n cac nha quan ly du lich, nhffng
Co'
SO'
san xuit moc co t6 chirc tham quan nghe.
Tit bang 8, nhan t6 dong cam duoc danh gia
thap nhat trong cac nhan t6, nlnrng theo mo
hinh thi day lai la nhan t6 co tac dong manh
nhit d~n su hai long. Nhir vay, cac nha quan
1'1
du lich, cac nghe nhan, cac Co'
sa
san xuit
dn t6 clnrc, s~p xep lai noi san xuat, tnrng
bay san pham; trung tu cac nha tho tQc, chinh
trang khong gian san vuon, cay canh sao cho
hop
1'1,
hip d~n, thu hut. Cac san pharn trung
bay hoac duoc ch~ tac dn dUQ"Cquang ba,
gioi thieu rong rai d6n du khach nlnr chim
cong mua,
L'1
Ngu Vong Nguyet, cac Dire
Thanh, cac linh v~t Long-Lan-Quy-Phung
8
Knem
pha
cac
nhan t6

tai nhirng diSm tnrng bay kern voi lich
Slr
hinh
thanh cua no hoac nhirng ch~ tac trang tri nQi
thk Di6u nay th~t
S\I
thu hut du khach kham
pha.
Trong bang khao sat du khach, co tieu chi
v6 su thuan tien v6 van chuyen, tuy khong
xwlt
hien
trong mo
hinh,
nhung
khao
sat cho thay
du khach mong muon co nhtrng phirong
tien
v~n chuyen d~n va di trong lang tien loi (do, xe
dap), duong sa trong Iang sach se.
Ben canh do, chung quanh cac diSm tham
quan lang nghe, dn tao ra them nhi6u dich
vu tien ich cho du khach nhtr gh~ ngoi, nha
v~ sinh cong cong, khong gian cay xanh ,
t6 clnrc, s~p xep lai cac quay ban hang hru
niern, d6 thu cong my nghe sao cho hop ly,
tranh tinh trang trung l~p; Trang phuc cua
nhan vien phuc vu dn mang duoc cac net
van hoa cua ngiroi dan lang nghe noi rieng,

HQi An noi chung.
Lang nghe cling c~n nghien ciru cac giai
phap dS nguoi dan, du khach duoc hoa minh
song cung trong mot khong gian h~p d~n cua
lang nghe. Du khach se hai long hon vi nhu
du cua ho la dSn dS xem, tirn hieu, kham pha
cac net van
hoa
doc dao cua cong dong va
dUQ"Ctham du vao cac hoat dong do. Ben canh
do, cling dn phat triSn them cac san pham
dac tnrng lam qua luu niem cho lang nghe,
nhtrng san pham nay chi xu~t hien duy nh~t
trong lang nghe, viec co duoc mot mon qua
ky niem khi tham quan hoac tham gia vao mot
vai cong dean san xu~t san pham se lam du
khach hai long hon.
Cu6i cung, viec cung
dp
cac dich
VI,l
an,
nghi, cac dich
VI,l
tien ich nhu thong tin lien
lac,
S\I
an toan phai duoc quan tam d~c biet.
Tuy cac thanh phan tin c~y va bao dam co
tac dong r~t it dSn

Sl;1"
hai long cua du khach,
nhung do la nhung nhu du ca ban ma b~t ky
mQt du kMch nao di du lich d6u chu
y
d~u
tien, lam t6t viec dap irng nay la tao ti6n d6 co
ban cho
S\I
hai long cua du khach.
4.2.Kit lu~n
Nghien cuu nay dll xac dinh dtroc cac
nhan t6 tac dong dSn
S\I
hai long cua du khach
dSn tham lang nghe moc Kim Bong nlnr sau:
su d6ng earn co tac dong manh nh~t, tiep dSn
la sir tin cay, va cu6i cung la
S\I
bao dam.
KSt qua nghien ciru thong
ke
v6 gia
tri
trung binh dll cho th~y earn nhan cua du khach
v6 tung y~u t6 cua cac thanh ph~n tac dQng dSn
S\I
hai long cua du khach. Tir do, nhom tac gia
dll d6 xu~t mot s6
y

kiSn cho lang nghe, cac nha
t6 chirc tour, cac co sa san xuat, phuc
VI,l
du
lich tai lang nghe, nham hoan thien, nang cao
ch~t IUQng dich vu dS t6i da hoa
S\I
hai long cua
du khach, Khi
S\I
hai long cua du khach Ion,
kha nang quay tro lai cua ho dSn
Iang
nghe la
nhieu, thuong hieu lang nghe moc Kim Bong
noi rieng, ph6 c6 HQi An noi chung, ngay cang
duoc quang ba rong rai khong chi trong nuoc
ma con vuon ra qucc tS, gop phan phat trien
heat dong du lich cua thanh ph6. Cuoi cung,
nghien ciru dii gop phan b6 sung mQt thuc
nghiem v6 ch~t IUQng dich
VI,l
lang nghe tham
gia du lich cong d6ng trong b6i canh hien nay.
Nghien
CUu
dll co nhtrng dong
gop
nh~t
dinh trong viec tim hi€u cac nhan t6 tic dong

dSn
S\I
hai long cua du khach khi tham gia
heat dong du lich cong dong tai mQt lang
nghe. Tuy nhien, nghien ciru v~n con mot s6
han chS la chi nghien cuu duoc tai mot diSm
lang nghe, va lai, m6i lang nghe se co
nlnrng
d~c tnrng rieng, nen tinh tong quat hoa la chua
cao; viec l~y m~u theo phuong phap thuan
tien nen rmrc dQ dai dien cua m~u chua cao.
Cac nghien ciru tuong lai se tang rmrc dQ dai
dien, tan·g quy mo mfru va
ma
rQng ph~m vi
khao sat dSn ca nuac se gop ph~n hoan thi~n
vi~c nghien cuu nay.
9
Tap chi
Kinh
te - n:y
thu~t
T
AI
LII;:U TRAM
KHAo
1. Cronin J J. & Taylor S.A., (1994), "SERVPERF versus SERVQUAL: Reconciling performance-
Based and Perceptions-minus-expectations measurement of service quality", Journal of Marketing,
58 (January): 125-13l.
2. Hit Nam Khanh Giao & Nguyen Tin Vti (2011), "S1,1'th6a man cua khach hang d6i voi chftt hrong

dich vu h~ thong sieu thi Vinatex-mart", Tap chi Phat trien Kinh
d,
Vol. 253, pp. 9-16.
3. Hit Nam Khanh Giao & Le Thai Son (2012), "Factors Affecting the satisfaction of visitors to Da Lat
Flower Festival 2012", Journal of Economic Development, Vol.214, pp. 144-156.
4. Jasmina G. Concepts of Service Quality Measurement in Hotel Industry. University Jurja Dobrile
in Pula. 2007
5. Parasuraman, A., Zeithamlrn, VA.
&
Berry, L.L (1985), "A conceptual model of service quality and
its implications for future research", Journal of Marketing, 49 (fall): 41-50.
6. Parasuraman, A., Zeithamlm, VA. & Berry, L.L (1988), "SERVQUAL: A multiple-item scale for
measuring consumer perception of service quality", Journal of Retailing, 64 (1): 12-40.
7. Seyed M. H. Customer satisfaction in four star Isfahan Hotels- An Application of SERVQUAL
model. Master Thesis, Lulea University of Technology and Tsfahan University. 2007
8. Svensson, G. (2002), "A triadic network approach to service quality", Journal of services Marketing,
16 (2): 158-179.
9. Trong, H. & Ngoc, C.N.M (2008), Phdn tich dii lieu nghien cuu voi SPSS, Nha xuat ban Hong Dire,
TP.HCM.
10. Nunnally J.
&
1. H. Bernstein (1994), Pschychometric Theory, 3rd ed., McGraw-Hill, New York.
10