Các nhân tố tác động đến sự hài lòng của du khách đến phố cổ hội an

-
56
(06)
6 - 2014
3 THANG 1 KY
,
. BI It DUONG ECD M CS NO EC NUL GYIVERS TV
T~p
chi
."" ••• UOUQ"
S606
6·2014
Toa soan & tr]
slj
530 dai lQ
Blnh Duong,
Phuong
Hi~p Thanh, TP.Thu Dftu
MQt, tlnh
Blnh Duong'
(3
THANG
1
KV)
Email:
Tang Bien t~p
PGS TSNguyln Thanh
*
Ph6 Tang Bien t~p
ThSNB. Trdn Thanh Vii
HQi dAng Bien t~p

Chu tich:
ts.
ViiTi Xiin
Cac uy vien:
GS TS Nguyen Van Thanh
GSTS Hoang Van Chdu
GS TS Hoang Tht Chinh
PGS TS Db Linh Hiep
PGSTS Nguyln Quoc Ti
PGS TS Pham Van
Dirac
PGST§t-Phucmg Ngoc Tht;lch
. PGs:rs Va Van Nhi
PGSTS Phuac Minh Hi?p
PGSTS Phung Dinh Man
PGSTS Phan Minh Tiin
TS
is
Bich Phuong
TS DS Nguyln Tht H6ng
Huang
TS Nguyen
Xuan
Diing
TS Nguyln Tuong Diing
ThS Bui Vii Tung
cta«
ThS
t.e
Tht Bich Thuy

*
ThU' ky Toa soan
ThS
Nguyen
Tht Ng9c
Huang
**
Giay phep hoat dong bao chi in
S6: 36/GP-BTTTT
C~p ngay 05.02.2013
S61uqng
in: 3000 cuon
***
Ch~ ban va in
t~i
Nha
in:
Lien TUOng, Quan 6, Tp. HCM
MVCLVC
Trang
Kinh ti
1. Le Kim Long, DB Xuiin Vinh: So sanh. hieu qua sdn xuat cua
cac mo hinh tr6ng lua Tai huyen Tan Hiep tinh Kien Giang 1
2. Le Thai Sun, Ha Naill Khdnh Giao: Cac nhdn t6 tac:a6ng
ain
Slf
hai long cua du khack ain ph6
c6
H6i An 9
3. Nguyin Quac Nghi, Nguyin Diim Phi, Nguyin Ngoc Minh:

Gidi phdp ruing cao chat IU971g
dich.
v¥ Trung tam
Chan doan y khoa thanh'pM can ThO' 21
4. Nguyin Thl Diim
nu«
Tran Thanh Vii,
Nguyin Th] Ngpc Chung: Ap dung h? thong xip hang
Camels dank gia hoat a6ng cua cac ngdn hang thuong mai
Vi?tNam giai doan 2008 - 2012 34
5.
Nguyin Quang DlJi:Nhiing yiu t6
thdnh.
cdng hay that bai
khi ap dung the adm can b5ng (BSC) tai Vi?tNam 46
6. Trinh Thuy Anh: Dai mai trutrng Dai h9C-
Tie
goc nhin quem tri chiin luac 56
7. Dao Duy Huiin: Tai CO' cdu ciing nghiep tinh Hiiu Giang
giai doan tit niim 2015 ain ndm 2020 65
8. . Vi}Thu Phung: Anh huang cua miii truang kdm soat ain
tinh hiiu hieu va hieu qua cua hoat a6ng tai tgp doan
Dien luc Vi?tNam
77
Ky
thu~t - Cfmg ngh?
9. Luu Tri Anh, Nguyin Vinh Xuiin Tien: Nghien cuu
ann huang phdt thai CO
2
ain nhiet a6 khi quyen va

muc nuac biin dang 96
Nghiell cku - Trao oJi
10. Le Thanb DlJt:Phdt huy tinh tich cue sang tao trong h9C tdp
va nghien CUucua sinh vien thong qua viec day, h9C toan l06
11. Nguyin Thl Tuirng Duy: Tu tutrng H6 Chi Minh vd mo' rong
quan II?h9P tac, him nghi vo-icac nuac 117
ThOng tin Khoa hpc - Dao tlJO
12. Nguyin Quyh Thfmg: H9Cnhom nhu thi nao cho
hieu qua 121
13. Le Thi An: H6i thi giao vien day gioi "Gidi thutrng
Va
Minh Dice" ndm 2014 124
14. Thanh Hang: Li bi giang ndm h9Cva
trao bdng tat nghiep 126
Cae
nhall
to
, A K', A
K '"
CAC NHAN TO TAC DONG DEN
SO
HAl LONG
? , -",
K~·
A
CUA DU KHACH DEN PHO CO H<)I AN
is
Thai
SO'n*,
Hit Nam Khanh Giao"

TOM TAT
Nghien
CUu
su dung phuong phap phdn tich cdu
true tuyen
tinh (SEM) di kiem dinh m6i
quan h¢ giiia chdt IU(Yngdicn
v~
cua didm din du lich va Slf
hai
long cua du khdch din thdm ph6
c6
Hoi An. Thang do SERVQUAL (Parasuraman
&
ctg,
J
988) duoc su dung co di~u chlnh. Nghien
cuu su dung cac phuong phap phdn tich dtJtin ct;iyCronbach
s
Alpha, phdn tich nhdn t6 khdm pha
EFA,phdn tich nhdn t6 khdng dinh CFA va kidm dinh mo hinh cdu true tuyen tinh SEM Kit qua cho
thdy
su hai long cua du khach din du lich tai Hoi An chiu tac dtJng boi
2
thanh phdn duoc thd hien
theo thtr tlf tam quan
trong:
(1) DtJ tin ct;iy;(2) Si: Bao dam. Nghien
CUu
d~ ra mot s6 kiin nghi cho

cac nha quan If;va cac t6
chiec
kinh doanh du lich cua
phd
c6
Hoi An nh6m ndng cao chdt IU(Yng
dich
v~
dd lam tang Slf hai long cua du khdch.
"
Tic
khoa:
ph6 ca H~i An, sit' hiti long, chin IU'{J'ng
dich
V{l,
EFA, CFA, SEM
THE FACTORS AFFECTING THE SATISFACTION OF TRAVELLER
WHO VISIT H(>I AN
ABSTRACT
This research uses structural equation modelling (SEM) to test the correlation between
service quality of the tourism destination and the satisfaction of the tourists who have visited Hoi
An ancient town. SERVQUAL scale (Parasuraman et al,
J
988) was used correctedly. The research
also uses the methods of Cronbach
s
Alpha, exploratory factor analysis (EFA), confirmatory factor
analysis (CFA) and SEM The result shows that the tourist satisfaction has been affected by 2
factors: (1) Reliability; (2) Assurance which were ranked by the importance. The research also
raises some suggestions to the management and the tourist businesses at Hoi An in order to enhance

the satisfaction thorugh enhancing the service quality.
Key words: Hoi An ancient town, satisfaction, service quality, EFA, CFA, SEM
*
ThS. Giang vien khoa Du
Lich, Truong
Dai h9C Tai Chinh - Marketing Tp. H6 Chi Minh
* *
PGs. TS.
Truong
Dai h9C Tai Chinh - Marketing Tp. H6 Chi Minh
9
Tap chi
KinJi
Ii-
Ky
thu(lt
1. TONG QUAN
VE
THANH PHO
H(HAN
Hoi An la mot trong hai thanh ph6 cua tinh
Quang Nam, Ph6 c6 HOi An diroc UNESCO
cong nhan la Di san van hoa th~ gioi. Ngay
4/12/1999, UNESCO dff ghi ten quan thS kien
true Do thi c6 HOi An vao danh muc Di san
van hoa th~ gioi voi tieu chi danh gia: Hoi
An con bao t6n kha nguyen ven mot di san
van hoa duoc bieu hien g~n k€t gitra di san
van hoa vat thS voi di san van hoa phi v~t
thS mang y nghia doc dao, la "mot bao tang

s6ng" t<;10thanh nhirng gia tri n6i b~t, virot
troi toan duo Cac di san van hoa v~t thS tieu
bieu co th~ k~ d~n nhu chua C~u, nhirng nha
c6 Phung Hung, T~n Ky, Quan Th~ng ,
cac
HQi
quan Phuc Ki~n, Trung Hoa, TriSu
Chau, Quynh Phu va Quang Dong va cac lang
nghe nhu g6m Thanh Ha, moc Kim B6ng,
y~n Thanh Chau. D6i voi van hoa phi v~t thS
thi con ngiroi HOi An la mot phan khong thS
thi~u dS t<;10nen mot di san van hoa th~ gioi
HOi An. Ngiroi HOi An voi ban tinh that tha,
hieu khach., luon dS lai mot ~n nrong kho
phai trong long du khach khi d€n tham quan
a
day. Ngoai ra, HOi An con co net van hoa
~m thirc d~c s~c, mot sir k~t tinh gitra tinh hoa
van hoa ~m thirc cua cac dan toc, t<;10nen mot
nen ~m thirc mang net rieng. Net rieng nay
duoc thS hien tnroc h~t la viec su dung cac
san v~t dia phuong vao cac btra an hang nay,
t<;10nen nhfrng mon dac san doc dao nhu Cao
Lau, Pho, banh trang d~p, hen tron, che bap,
my Quang; Cac l6i hat d6i dap, hat ho khoan,
cac l~ hoi van hoa dan gian; Cac hoat dong
mang tinh van hoa phi v~t thS mang d~m ban
s~c van hoa dia phuong dff khang dinh duoc
thuong hieu "rieng co" cua HOiAn nhu "Dem
ph6 c6", "Ph6 khong co tieng dong co", l~ hoi

duong pho, den l6ng, may mac.
Theo s6 lieu thong ke, hrong khach d~n
tham quan HOi An trong giai doan nr nam
2008 - 2012 dat t6c dO tang tnrong binh quan
tang 6,60%/ nam. Nam 2012, t6ng hrot khach
d~n tham quan HOi An dat 1.338.587 hrot,
trong do khach quoc t~ la 680.235, khach noi
dia la 708.352. Mac du hrong khach d~n tham
quan HOi An co tang, nhung hrong khach luu
tni tai HOi An co xu huang giam, neu nam
2008 binh quan ngay khach luu tru Ia 2,47 thi
d~n nam 2012 thi chi con 2,27 ngay, DiSu nay
co thS th~y mot phdn nao san pham du lich
HOi An va chat hrong dich vu chua da dang,
chua loi keo du khach
a
lai. Do
vay,
viec
nghien
ciru
cac nhan t6 cua chat hrong dich
vu anh huang d~n su hai long cua du khach la
r~t dn thiet trong giai doan hien nay.
2. CO
Sa
L
Y
THUYET vA MO HiNH
NGHIENCiru

2.1. Diim
din
du Ijch
Gatrell (1994) dinh nghia diSm d~n la
nhirng vung dia ly co nhfmg thuoc tinh, tfnh
nang, sir h~p d~n va dich vu dS thu hut ngiroi
su dung tiem nang.
Trong each nhin chi~n hroc,
Buhalis (2000) cho rang diSm d~n la h6n hop
cua san pham dich vu, cung dp tich hop kinh
nghiem cho ngiroi tieu dung. Page
&
Connell
(2006) dinh nghia diem d~n la mot h6n hop co
cac d~c diSm dong goi s~n
sari
pham dich vu,
kha nang ti~p can, thu hut, tien nghi, cac hoat
dong va dich vu h6 tro. Nhu
vay,
mot diSm d~n
phai co mot pham vi nhat dinh vS co sa va dich
vu cu thS dS cung dp cho du khach. Do do,
ngay nay co nhieu thanh pho, diSm d~n lien tuc
duy tri, cai ti~n
cc
sa cua ho dS duy tri loi th~
canh tranh, qua do dS diSm d~n ti~p tuc duy tri
vi tri thi tnrong cua minh.
2.2.

vJ
chat
luong
djch v¥ va Sl,l' hai long
cua khdch
hang
Dich vu la k~t qua mang lai nho cac hoat
t
t
t
r
(
1,
b
d
10
Cae nhan
fo
dQng nrong tac gitra ngtroi cung dp
va
khach
hang, cling nhu nho cac hoat dong cua nguoi
cung dp d€ dap irng nhu cfru 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 6 mot dia di€m va thai gian nhAt
dinh bang each dap irng nhtrng mong muon
cua ngiroi nhan dich vu.
Theo TCVN ISO 9000:2000: "Chat luong

la mire a(j cua mot tdp h9'P cac a(jc tinh v6n
co cua miit san phdm, h¢ thong hay qua trinh
a~ dap tmg cac yeu cdu cua khach hang va
cac hen lien quan". Khi khach di du lich, ho
phai sir dung cac san pham va dich vu du lich
cua ben cung cAp, kSt qua cua dich vu mang
lai nho cac hoat dQng urong tac gifra nguoi
cung dp va du khach, cling nhu nho cac hoat
dong cua ngiroi cung dp d€
dap
irng nhu cfru
cia
ngiroi tieu dung (ISO 9004-2: 1991E).
Mu6n do hrong su hai long cua du khach, cfrn
do hrong chAt hrong cua dich vu, vi trong qua
trinh tieu dung, chAt hrong cua dich vu th€
hien trong qua trinh nrong tac gitra nha cung
cApva du khach (Svensson, 2002).
Nhi~u nha nghien ciru d6ng y voi khai
quat cua Parasuraman et al (1985) "chat
luang dich
V1:l
duoc xac dinh boi su' khac biet
giiia
Sl!
mong dai cua khdch hang v~ dich v¥
va
dann
gia
cua ho

v~ dich. v¥
ma ho nhdn
duac". MQt trong nhfrng ly thuyet nguyen
thuy v~ chAt hrong dich vu la ly thuyet phan
tich khoang each (Zeithaml et al., 1990), ly
thuyet nay cho rang khach hang hai long khi
ho danh gia chAt hrong dich vu rna ho nhan
duoc la bang hoac virot qua mong doi cua ho.
Giao & Vi} (2011) due kSt don gian v~ sir hai
long cua khach hang nhir la diem g~p nhau
hay dien tich trung nhau gitra kha nang cua
doanh nghiep va nhu cfru cua khach hang; hay
la rmrc dQ trang thai earn giac cua mot ngiroi
bit dftu ill viec so sanh k~t qua thu duoc ill san
pham/dich vu voi nhfmg ky vong cua nguoi d6.
Giao & Son (2012) da tien hanh do IUOng
chAt hrong dich vu va su hai long cua khach
hang tai Festival Hoa Da Lat voi thang do
SERVQUAL (Cronin
&
Taylor, 1992) 5 thanh
phan, thang do Likert 5 diem cho thay chAt
hrong dich vu cua Festival nay bao gom 5
thanh phan: (1) Phuong tien hiru hinh; (2) Sir
d6ng earn; (3) Su dap irng; (4) DQ tin C?y va
(5) Sir bao dam.
2.3. Phuong phdp nghien cteu
Ki€m dinh dQtin c~y thang do Cronbach's
alpha diroc sir dung d€ loai bo bien rac truce
khi tien hanh phan tich nhan t6. Cac biSn c6 h~

s6 nrong quan t6ng -bien (Corrected item total
correlation) nho hem 0,3 se bi loai. MQt thang
do c6 dQ tin C?y t6t khi n6 biSn thien trong
khoang [0,70 -0,80]. NSu Cronbach alpha>
hoac = 0,60 la thang do c6 th€ chap nhan
duoc
v~ mat tin c~y (Nunnally & Bernstein 1994)
Phan tich nhan t6 kham pha (Exploratory
Factor Analysis - EFA) diroc sir dung d~ xac
dinh cac nh6m tieu chi danh gia chAt hrong
dich vu tai di€m dSn du lich HQiAn. EFA dung
d~ rut gon mot t?P k bien quan sat thanh mot
t?P F (F<k) cac nhan t6 y nghia hem. CO's6 cua
viec rut gon nay dira vao m6i quan h~ tuyen
tinh cua cac nhan t6 voi cac biSn quan sat.
Phan tich nhan t6 khang dinh (Confirmatory
Factor Analysis -Ia mot trong cac ky thuat
thong ke cua mo hinh cAu true tuyen tinh
(SEM). CFA cho cluing ta ki€m dinh cac bien
quan sat (measured variables) dai dien cho cac
nhan t6 (constructs) t6t dSn rmrc nao, Phuong
phap CF
A
duoc sir dung d~ khang dinh lai tinh
don bien, da bien, gia tri hoi tu va phan biet
cua bQthang do danh gia chAthrong dich vu tai
di~m dSn du lich HQiAn.
11
Tap chi
Kinh

ti -
Ky
th~t
Mo hinh du true tuyen tinh (Structural
equation modeling -SEM) diroc sir dung d€
kiem dinh mo hinh nghien CUudffd~ xuat. Mo
hinh du true chi r5 m6i quan h~ gitra cac bien
tiem An (mot khai niern diroc do hrong dira
tren nhieu
bien quan sat)
voi
nhau.
S1)'Bao dam (BD)
DQ Tin cay (TC)
S1)'D6ng earn
(DC)
S1)'Dap irng
(DU)
Phuong tien hiru
hinh (HH)
Cac gia thuyet
dn
c1m!c
ki~m djnh:
Hl: S1)'bao dam co tac dong thuan chieu
dSn S1)'hai long cua du khach
H2: DQ tin c~y co tac dong thuan chi~u
d€n S1)'hai long cua du khach
H3: S1)'d6ng earn co tac dong thuan chi~u
dSn sir hai long cua du khach

H4: S1)'dap irng co tac dong thuan chieu
dSn S1)'hai long cua du khach
H5: Phuong tien hfru hinh co tac dong
thuan chi~u d€n S1)'hai long cua du khach
3. KET
QuA
NGHIEN
CUu
3.1. Nghien cteu
djnh tinh
Trong nghien ciru
So'
bo, tac gia dff
dua vao thang do chuyen d6i tir thang do
SERVQUAL, ti€n hanh nghien ciru sa bQ
bang thao luan nhom nghien ciru d€ xay
dung thang do
So'
bQ va xay dung bang cau
h6i. Tir bang cau hoi
So'
bQ tac gia tien hanh
2.4. Mo hinh nghien cteu
Mo hinh nghien ciru d~ nghi diroc xay
dung dira tren nhirng tien d~ v~
1'1
thuyet va
thirc ti€n cua HQi An neu tren va duoc th~
hien trong hinh 1.
sir

HAl LONG CUA DU
KHACH(HL)
c,
Hinh 1. M6 hinh nghien cuu d~ nghi
phong vfrn 50 du khach, sau do tharn khao
y
ki€n chuyen gia d~ di~u chinh tir ngtr cho
bang cau hoi d€ hi~u va phu hQ'P.
Tir k€t qua cua nghien CUusa bQ, sau khi
co dieu chinh, thang do chinh tlnrc cac khai
niern nghien CUudiroc hinh thanh, chuan bi
cho nghien CUudinh luong. Cac t~p biSn quan
sat (30 phat bieu) cu th~ do hrong
tren
thang
do Likert 5 diem thay d6i ill 1
=
hoan toan
khong d6ng
'1
d€n 5 = hoan toan d6ng
y.
3.2. Khdo sat
CUQCkhao sat duoc thirc hien trong thang
512013,
200 bang cau hoi diroc phat ra tai
diem Ph6 c6 HQi An voi phuong phap chon
miu thuan tien. D6i tuong diroc phong vfrn
la du khach ill trong va ngoai mroc dSn tham
quan, nghi duong tai day. K€t qua thu v~

150 ban, 50 ban bi loai vi thong tin khong d~y
du, 150 ban diroc sir dung cho phan tich.
do
ch,
bi~
ca:
dui
Bu
12
Cae nhan
'1:'0 •••
Mau nghien cuu
D~c diem m~u nghien ciru duoc trinh bay trong bang 1
Bang 1:
Dac diem m~u
Giai tinh
So
hrong
Tyl~%
Nam
71
47,3
Nfr
79
52,7
T6ng cong
150
100,0
DSn ill
So

hrong
Tyl~%
B~c
15
10
Trung
22 14,7
Nam 13
8,7
Niroc ngoai
100 66,7
Tong cong 150 100,1
Muc dich
So
hrong
Tyl~%
Tham quan
86 57,3
Nghi duong
37 24,7
Tham than nhan
3
2
Kinh doanh
4 2,7
Khac
20 13,3
T6ng cong 150
100,0
c

3.3. KiJm
djnh thang do
va mo
hinb do
luang
KSt qua Cronbach's Alpha cua cac thang
do chat luong dich vu cua Hoi An dat 0,923
cho 25 bien quan sat, cac h~ s6 tuong quan
bien- tong dSu Ian hon 0,3. Do do tclt ca
cac thang do dSu dat d('>tin cay, va duoc
su
dung trong buoc phan tich EFA (Nurmally
&
Burnstein, 1994).
3.4. Phiin tich nhiin
ta
Phan tich EFA lftn 4 cho kSt qua KMO =
0,872, gia tri eigen = 1,019,phuang sai trich diroc
67,091. Co 4 nhom nhan t6 phan tich diroc va
diroc d~t ten dua vao ~p h9'P cua cac bien quan
sat (Bang 2). Co mot s6 bien bi loai (TCl, TC3,
TC4, TCl2, TC13, TC20, TC22, TC8, TC2)
Trong bang tren, cac bien quan sat TC5 va
TC17 co ySu t6 tai gftn voi 0,5 va no
y
nghia
quan trong trong mo hinh dS nghi nen khong
tiSn hanh loai be cac bien nay.
Bang 2.
Ma trdn cac nhdn

t6
Nhan
tfi
Bi~n
quan
sat
HUUHINH
DONGcAM
TINC~Y
BAoDAM
TC5
,499
TC6
,829
TC7
,580
TC9
,585
TC10
,731
TCll
,599
TC14
,817
13
1
Tap chi
Kinh Ii . Ky Ihu9i
TC15 ,641
TC16

,816
TC17
,490
TC18 ,966
TC19 ,557
TC21 ,587
TC23
,612
TC24 ,831
TC25
,763
DQ
tin
c~y
0,866 0,818
0,744
0,778
3.5. Phiin tich nhiin ta khdng dinh (CFA)
Bang 3. K~t qua ki~m dinh
gia
tri
phdn
biet giiia cae nhdn t6 trong mo hinh
Estimate SE CR
P-value
HAl LONG
< >
HUU HINH
0,177 0,058
14,304 0,0000

HUU HINH < >
DONG CAM 0,163 0,058 14,339 0,0000
HUU HINH
< >
BAa DAM
0,355
0,048 13,421 0,0000
TIN CAY < >
HUU HINH 0,231 0,054
14,116
0,0000
TIN CAY
< >
BAa DAM 0,214 0,055
14,184
0,0000
DONG CAM
< >
BAa DAM
0,295 0,051 13,798 0,0000
HAl LONG < >
DONG CAM
0,313
0,050 13,693 0,0000
TIN CAY < >
DONG CAM 0,299 0,051
13,775
0,0000
TIN CAY < >
HAl LONG

0,219 0,055
14,165
0,0000
HAl LONG < >
BAa DAM
0,272
0,052 13,923 0,0000
* Do luong tinh don hurrng va
IDfrC
dQ
phu hQ'p cua
IDO
hinh: Phan tich khang dinh
nhan t6 CFA co ket qua Chi-binh plnrong =
343,012 voi 177 bac tv do, P-value=O.OOO
< 5% dat mire
y
nghia thong ke. Tuy nhien,
theo Hair va cong
S\I
(2010) cac chi s6 GFI,
TLI, CFI co th€ < 0,9 la co th€ chap nhan
duoc. Nhu v~y voi k€t qua GFI= 0,827,
TLI=0.878, CFI=0.897 la co th€ chap nhan;
CMIN/df=I,938. Chi s6 RMSEA= 0.079
«0.08) (Hair & cong
S\I,
2010). Theo ThQ
va Trang (2008), voi 4 chi s6 phan tich neu
tren, mo hinh phan tich kham pha tren diroc

(Nguon didu tra
tu
du khach thimg5/2013)
xem la phu hop voi dtr lieu thi tnrong va dat
tinh don huang.
* Do hrong dQ tin
c~y:
Voi d9 tin c~y
diroc tinh toan 6 tren cua cac nhom sau khi
phan tich EFA, ta thay gia tri cronbach alpha
cua cac nhom nhan t6 dao dong
ill
0,744 d€n
0,869. Do do thang do dat duoc d9 tin
cay,
* Do hrong gia tr] hQi tu: Cac trong
s6 chuan hoa cua thang do deu cao (>0.5),
va
cac
trong s6 (chira chuan hoa) deu co
y
nghia thong ke vi gia tri P<5% (Gerbring va
Anderson, 1998) nen cac bien quan sat do
hrong SIJ hai long cua du khach d~n ph6 c6
14
Caenharrto
Chi-square= 343,012; df= 177; P= ,000;
Chi-square/df= 1,938;
GFI= ,827; TLI= ,878; CFI= ,897;
RMSEA= ,079

Hinh 2.
Kit qua CFA cua
thang do chdt luong dich
v¥
diim din ph6
c6
H9i An (ail
chuan hoa)
HOi An dSu dat gia tri hoi tu. K~t qua phan
tich cling eho thay P_value < 0.05 nen h~ s6
tuong quan cua nrng e~p khai niem khac biet
so voi 1
a
do tin e~y 95%.
*
Gia
tr] phan
bi~t:
K~t qua ki€rn dinh
gia tri phan biet gitra cac bien trong mo hinh
toi han th€ hien trong Bang 2. T§t ca cac h~
s6 tirong quan tree IU<)1lglien k~t voi sai s6
chu~n (SE) cho p dSu <0.05 nen h~ s6 nrong
quan cua nrng e~p khai niem khac biet so voi
1
a
do tin cay 95%. Do do, cac khai niem dat
diroc gia tri phan biet.
Nhu vay, qua k~t qua CFA mo hinh do
hrong eh§t IU<)1lgdich vu du lich tai Hoi An,

cac thang do hrong bao g6rn: do tin e~y, SlJ
dap irng, S1,l' d6ng earn, hfru hinh va SlJ bao
dam dSu phu hop dfr lieu thi tnrong, dat tinh
don huang, dam bao gia tri hoi tu, dam bao do
tin cay va gia tri phan biet,
3.6.
Phiin
tich
mo
hinh et1u true tuyin
tinhSEM
Nghien
ciru
sir dung mo hinh e§u true tuyen
tinh SEM d€ danh gia rmrc dO phu hop cua mo
hinh nghien
ciru va
kiem dinh cac m6i quan h~
trong mo' hinh. K~t qua phan tich SEM voi df=
1777, Chi-square = 342,012 va Chi-square/df
=
1,938 < 2, RMSEA
=
0.079 nen khang dinh
mo hinh phu hop voi dfr lieu thi tnrong.
15
Tap chi
Kinh
Ii -
Ky

Ihu(d
Hinh 3. Kdt qua kidm dinh mo hinh cau true SEM v~ chat luong dich v¥ ph6
c6
H9i An (ail
chuan hoa)
chi-square= 343,012; df= 177; P= ,000;
chi-square/df= 1,938;
GFI=,827; TLI= ,878; CFI= ,897;
RMSEA= ,079
,58
e17;
BAO
DAM/
'
Bang 4. Kidm
dinh'
m6i quan h¢ giiia cac khai niem trang
mo
hinh nghien CLm
Estimate S.E.
C.R.
P
HAL LONG
<
HUU HINH -,230 ,133 -1,725
,085
HAL LONG
<
DONG CAM ,083 ,110 ,759 ,448
HAL LONG

<
TIN CAY ,404 ,168 2,396 ,017
HAL LONG
<
BAa DAM
,496
,158
3,149
,002
Tir bang 4, ta thay gia tri p cua cac khai
niem Hiru hinh va d6ng earn la IOn hen 0,05,
Nhu v~y, m6i lien h~ cua cac khai niern da:
khong dat duoc ky vong v~ mat
Iy
thuyet.
Nh~m hra chon mo hinh co gia tri phu hop
hon nen nhirng m6i quan h~ khong co
y
nghia
thong k.e se bi loai khoi mo hinh. Loai bo hai
nhom nhan t6 nay khoi
mo
hinh va chay kiem
dinh mo hinh SEM I~n mra, ta co k€t qua
trong hinh 4.
16
Cae nha '
to
::;.J'~'-'- ,.
Hinh 4. Kit qua kiim dinh mo hinh e6u true SEM vJ eh6t

tJ(mg
dich v¥ ph8
c6
H(Ji An !6n
2 (ail ehudn h6a) .
:t
chi-square= 70,887; df= 39; P= ,001;
chi-square/df= 1,818;
GFI=,922; TLI= ,941; CFI= ,958;
RMSEA= ,074
Mo hinh nghien ciru cu6i cling sau khi loai be cac m6i quan h~ khong co y nghia thong ke
cho k~t qua gia tri chi-square
=
70,877 voi p value= 0,001; chi s6 chi-square/df = 1,818, CFI =
0,958, TLI = 0,941 va RMSEA
=
0,074 chi ra mo hinh phu hop voi du lieu thi tnrong.
Bang 5. Kidm dinli mdi quan he giiia eac khai niem trong mo hinh nghien cuu
Estimate
S.E.
C.R.
P
HAl LONG
<
BAa DAM ,369 ,090
4,094
***
HAl LONG <
TIN CAY
,373 ,105

3,568
***
-
Bang 5 cho thfry gia tri p cua hai nhom
nhan t6 tren d~u nho hon 0,05, mat khac, cac
trong s6 chuan hoa d~u duong nen no that sir
co anh hirong d~n S1)"hai long cua du khach
d~n tham ph6 c6 HQi An. S1)"tin c~y co tac
dong manh nhfrt d~n S1)"hai long voi trong s6
chuan hoa la 0,373. Ti~p d~n la S1)"bao dam
voi trong s6 chuan hoa la 0,369.
Tir mo
hinh ly
thuyet,
nghien
CUu
da
xac
dinh
diroc mo hinh thirc t~nhir trong hinh 4. Theo nhu
k~t qua kiem dinh cac gia thuyet nghien
CUu
d6i
voi di~m d~n ph6 c6 HQiAn thi gia thuye; HI: co
quan h~ cling chieu
gifra
Sir Bao dam va sv hai
long cua-du khach va
gia
thuyet H2: co quan h~

cling chi~u gitta DQtin c~y va S1)"hai long cua du
khach d~u diroc chfrpnhan. Hai m6i quan h~ nay
d~u dat
{la
tri v~ mat ly thuyet,
3.7. Thiiolu~n
Chfrt hrong dich vu duoc cung cfrp la mot
trong nhtrng nguyen nhan dftn d~n S1)"hai long
khach hang.
v
oi mot dich vu diroc cung dp
t6t se lam gia tang S1)"hai long cua khach hang
va nguoc lai. N~u chat hrong dich vu diroc cai
thien se dftn d~n earn nhan cua khach hang v~
dich vu duoc cai thien va khach hang se thoa
man voi dich vu,
17
TI;lP
chi Kinh
t~ •
Ky thu(it
Mo hinh nghien ciru co thS cho th~y nhirng quan, nghi dirong. Du khach cling dt chu '1
irng dung thirc tien tac dong d~n su hai long d~n sir an ninh, an toan khi du lich, tham quan
cua du khach nhir sau: tai cac di~m du lich nen cac t6 chirc quan 1'1,
Thtr nhdt, dQ Tin cay th~ hien kha nang kinh doanh du lich lam t6t diSu nay se tao nen
cung dp cac dich vu phu hop, dung han ngay long tin cho du khach, ho se r~t yen Him khi
ill d~u, nghia la cac noi cung dp ch6 an, nghi; d~n du lich tai HQiAn. Trong nghien ciru nay,
h~ thong thong tin lien lac thuan 19i; cung dp thanh phan tin c~y duoc danh gia cao thir hai
phirong tien di chuyen gifra cac diem tham sau sir Bao dam.
Hinh 5.

Kit qua mo hinh nghien cuu
v~
su hai long cua du khach thdm ph6
c6
H(JiAn
I
S\l
£lap img (£lU) ~. ,
I
S1!HA.ILONG CUADU
KHACH(HL)
DQ
Tin cay (TC)
Thte hai, v~ sv dap irng: nhan t6 nay phu
thuoc dt nhiSu vao nhtrng nha t6 chirc cung
dp cac san pham - dich vu tai tai cac diem
tham quan, nghi dirong, cac diSm vui choi
giai tri San pham - dich vu da dang dap irng
duoc mong doi cua du khach se gop phan lam
hai long du khach.
4. KIEN NGHJ CHO cAc NHA TO
CHUCDULJCHHQIANVAKETLU~N
4.1. Nhiing
kiin nghi
Tir k~t qua nghien ciru va thao luan neu
tren, nghien ciru co th~ dong gop mot vai ki~n
nghi chinh d~n cac nha quan 1'1va cac t6 chirc
kinh doanh du lich tai ph6 c6 HQi An. HQi An
ti~p tuc cung c6 long tin cua du khach bing
each ngay cang nang cao hon dQ tin cay, nghia

la quan 1'1 t6t hon cac co sa hru tru, nang
s6 hrong va ch~t hrong phong nghi voi gia
phu hop. Ngoai ra dn tang cuong them cac
phuong tien van chuyen, thong tin lien lac,
huang d~n thich hop d~ dap irng nhu du cua
du khach khi tham quan tai day. Ben canh do,
xung quanh cac diem tham quan, dn tao ra
them nhieu dich vu tien ich cho du khach nhtr
'.
gh~ ngoi, nha v~ sinh cong cong, cac di~m rut
tien, khong gian cay xanh, canh quan
Cac nha quan 1'1,t6 chirc kinh doanh du
lich cling dn luu '1 d~u nr them cac chuang
trinh bi~u di€n nghe thuat mang d~m net van
hoa HQi An d~ du khach thuong HIm, khong
chi tai HQi An ma
ca
nhirng di~m lang nghe
thuoc thanh ph6 HQi An. Chfnh day la each
d~ du khach diroc hoa minh song cling nguoi
dan HQi An, Du khach se hai long hon vi nhu
du cua ho la d~n dS xem va diroc tham du
vao cac hoat dong. Ben canh do, cling dn
phat trien them cac san pharn dac trung lam
qua hru niem cua HQi An, nhirng san pham
nay chi xu~t hien duy nhat tai HQi An, viec co
ducc mot
mon
qua
leY

niem dQc dao, rieng co
nhir v~y se lam du khach hai long hon.
Cu6i Cling, dn tang cuong them viec dao
tao, huan luyen nhan vien phuc
VI,l
du lich
tai cac di~m du lich cua HQi An, lang nghe,
Cu Lao.Cham theo huang ngay cang chuyen
nghiep, viec cung dp cac dich vu an, nghi,
cac dich vu tien Ich nhu thong tin lien lac, sir
an toan, giao tiep voi khach hang phai duoc
18
Cae nnsn.
to
quan tam d~c biet. Vi chinh doi ngii nay se
g6p phan nang cao ch~t IUQ'ngdich vu, lam
cho du khach hai long hon khi ho dSn HOiAn
4.2.Kit lu~n
Nghien
ciru
nay dffxac dinh diroc cac nhan
t6 anh huang dSn S\I hai long cua du khach
dSn du lich tai HOi An nhir sau: dO tin cay co
tac dong manh nhat, tiep dSn la, S\I bao dam.
D\Ia tren kSt qua nghien ciru mo hinh du
true tuyen tinh SEM dff cho thay earn nhan
cua du khach v~ tung ySu t6 cua cac thanh
phan tac dong dSn S\I hai long cua du khach.
Tir d6 dff d~ xuat mot s6
'.I

kien cho cac nha
quan
1'.1,
cac t6
chirc
kinh doanh du lich nham
ngay cang hoan thien, nang cao ch~t hrong
dich vu d~ t6i da h6a S\I hai long cua du
khach, Khi S\I hai long cua du khach la IOnthi
kha nang quay tro lai cua ho dSn ph6 c6 HOi
An la Ion, thirong hieu ph6 c6 HOi An ngay
cang duoc quang ba rong rffi khong chi trong
mroc ma can viron ra quoc tS g6p phan phat
trien hoat dong du lich cua thanh ph6. Cu6i
cung, nghien
ciru
dff g6p phan b6 sung mot
thuc nghiem v~ ch~t hrong dich vu mot diem
dSn du lich, di~n hinh la ph6 c6 HOi An trong
b6i canh hien nay.
Nghien
ciru
dff co nhimg dong g6p nhat
dinh trong viec tim hi~u cac nhan t6 anh
huong dSn S\I hai long cua du khach khi du
lich ph6 c6 HOi An. Tuy nhien, nghien
ciru
v~n can mot s6 han chS la s6 m~u nghien
ciru
duoc tai day can kha khiem ton; Viec l~y m~u

theo phuong phap thuan tien nen
mire
do dai
dien cua m~u chira cao. Cac nghien
ciru
nrong
lai se tang rmrc do dai dien, tang quy mo m~u
e
va mo rong pham vi khao sat dSn cac dia di~m
du lich khac cua ph6 c6 Hoi An se g6p phan
hoan thien viec nghien
ciru
nay.
19
Tap chi
Kink
ti -
Kt
th~

TAl
LI~U
THAM
KHAo
[1]. Buhalis, D., 2000. Marketing the competitive destination of the future. Tourism Management, 21
(1): 97-116
[2]. Christopher Lovelock
&
Jochen Wirtz, Services Marketing - People - Technology - Strategy, Fifth
Edition, Prentice Hall (2004).

[3]. 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): 125-131.
[4]. Gartrell, R.B., 1994. Destination Marketingfor Convention and Visitor Bureaus. 2nd ed. Dubuque:
Kendall/Hunt Publishing Co.
[5]. Jasmina G. Concepts of Service Quality Measurement in Hotel Industry. University Jurja Dobrile
in Pula. 2007.
[6]. Nguyen Dinh ThQ, Nguyen Thi Mai Trang, (2008), Nghien ciru khoa hoc marketing
-jrng
dung ma
hinh cftu true tuyen tinh SEM, NXB DHQG TPHCM
i.
[7]. Nunnally J.
&
1. H. Bernstein (1994), Pschychometric Theory, 3rd ed., McGraw-Hill, New York.
[8]. Parasuraman, A., Zeithamlm, VA.
&
Berry, L.L (1985), "A conceptual model of service quality and
its implications for future research", Journal of Marketing, 49 (fall): 41-50.
[9]. 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.
[10]. Seyed M. H. Customer satisfaction in four star Isfahan Hotels- An Application of SERVQUAL
model. Master Thesis, Lulea University of Technology and Isfahan University. 2007
[11]. Svensson, G. (2002), "A triadic network approach to service quality", Journal of services Marketing,
16 (2): 158-179.
[12]. Trong, H.

&
Ngoc, C.N.M (2008), Phdn tich du lieu nghien cuu voi SPSS, Nha xuat ban H6ng
Dire, TP.HCM.
[13]. Zeithaml, VA., Parasuraman, A. and Berry, L.L. (1990) Delivering Quality Service, Balancing
Customer Perceptions and Expectations. Free Press, New York, 226 pp.
20