Sự hài lòng cùa khách du lịch đối với sản phẩm dịch vụ lưu trú: Nghiên cứu ở huyện Mộc Châu, tỉnh Sơn La

<span class='text_page_counter'>(1)</span><div class='page_container' data-page=1>

SlJ HAI LONG CUA KHACH DU LICH

DOI VCfl SAN PHAM DICH VU LlJU TRtJ:

NGHIEN ClfU Cf HUYEN MOC CHAU,

TiNH SCfN LA

• TO THE NGUYEN

<b>TOM TAT: </b>

Nghien cffu nay khao sat stf hdi ldng cua khach du lich ddi vdi dich vu liTu trii khdch san d
Mdc Chau, Sdn La dffa trdn 4 nhdm lidu chi danh gid: (1) Cha't Itfdng budng phdng; (2) An ninh,
an loan; (3) Cd sd ha t^ng; (4) Nhan vidn phuc vu. Ke't qua nghidn ctfu chi ra cdc yd'u td' chfi y^u
tac ddng dd'n stf hdi long cua du khdch la: (1) Nhdm nhdn id" "Chd't Itfdng budng phdng" cd cdc
tidu chi "Phdng ngu dtfdc vd sinh sach se, tidn nghi d^y di!i" va "Ga trdi gitfdng dtfdc thay mdi
hdng ngay"; (2) Nhdm nhan to' "An ninh, an toan" cd tieu chi "Khdch san cd cau thang thodt
hi^m"; (3) Nhdm nhan td' "Cd sd ha ting" cd cdc tieu chi "Khach san cd kd'l no^i internet khdng
ddy td't", "Tivi hoat ddng t^t" va "May di^u hda nhidt dd hoat dpng td't" va (4) Nhdm nhdn td'
"Nhan vien phuc vu " cd tieu chi "Nhdn vidn lich stf va than thien ".

<b>TiJf khda: Dich vu Itfu tru, stf hai long, nhdn td' kham pha, huydn Mpc Chau, tinh Sdn La. </b>

<b>1. Tinh c3'p thie't cua de tai nghidn cffu </b>
Theo Hpi dong du lich va Iff hdnh thd'gidi (The
Worid Travel & Tourism Council, 2017), long mffc
ddng gdp cua nganh nay cho nen kinh td' thd' gidi
dat khoang 8,5 nghin ly USD, ddng gdp 9.4% GDP
cua the' gidi. Trong khi do, theo sd' Hdu cua Tong
cue Thd'ng kd 2017, Viet Nam ddn 12,9 tridu Iffdt
khach qud'c te' vd phuc vu hdn 73 tridu ltfdi khdch
ndi dia vdi tong mffc ddng gdp ttfdng dtfOngl4,3 ly

USD, chie'm 6.8% GDP.

Huyen Mdc Chau tinh Sdn La la ndi cd nhieu
tiem nang, the' manh va stf phdt trien ve du lich.
Nam 2017, tren dia ban huyen Mdc Chau cd 476

cd sd Itfu tru, trong dd cd 80 khach san vdi 4.600
phdng va gan 400 nha nghi vdi 2.900 phong.
Doanh thu ttf dich vu du lich tang trtfdng manh me,
td'c dp tang trtfdng binh quan 30-35% nam, Itfdng
khach du lich dd'n huydn Mpc Chdu dat khoang
200 nghin Iffdt khach mdi nam (Chi cue Thdng k£
huydn Mdc Chau, 2017).

Tuy nhidn, d^ ngdnh du lich Mdc Chdu phdt
tnen nhanh vd b^n vffng, chat Itfdng phuc vu can
dtfdc chu y hdn, nham dap tfng thda man cao nhat
cung nhtf cd dtfdc long trung thanh ttf phia khdch
hang. De cd dtfdc nhffng thdng tin hffu ich cho cdc
nha Idm chinh sach, nghidn cffu nay se tim hieu ro

</div>
<span class='text_page_counter'>(2)</span><div class='page_container' data-page=2>

ve hdnh vi cua khach hang dd'i vdi cdc dich vu lifu
tni. Tff dd giup cdc nha lam dich vu itfu tru cd cdc
giai phdp phu hdp vdi nhu cau khach hang.

2. Sd'Udu va phtfdng phap nghien cffu
<i><b>2.1. Thu thdp sd'lieu </b></i>

Bang hdi dtfdc thie't kd'vdi thang do Likert vdi
5 mtfc do (5 rat hai long, 4 hai long, 3 khd hdi

Idng, 2 khdng hdi long va 1 la rat khdng hdi
long) de do Itfdng mffc dp quan trpng cua cac yd'u
to trong md hinh.

<i><b>2.2. Phidtng phdp xd ly, phdn tich dU lieu </b></i>
Phan tich he so' tin cay Cronbaehs Alpha, xac
dinh mtfc dp ttfdng quan giffa cdc muc hdi, lam cd
sd loai nhffng bie'n quan sdt, nhffng thang do khdng
dat yeu cau.

Phan tich nhdn td' khdm phd EFA (Exploratory
Factor Analysis) xac dinh cdc thdnh phan gia tri
lac ddng de'n quyd't dinh ltfa chpn dich vu Itfu tru
cua khdch hang.

Phdn tich hdi quy bdi nham xem xet mtfc dp
dnh htfdng cua tffng yd'u td' tac ddng dd'n stf hai
long ve dich vu vd quyd't dinh ltfa chpn loai hinh
Itfu trii cua khach hdng.

<i><b>3. Kit qua nghiin ciiu vd thao luan </b></i>
<i><b>3.1. DU liiu khao sdt cua khdch hang Ida tru </b></i>
<i><b>khdch san d MQC Chau, Scfn La </b></i>

Dff hdu khao sal cua chung tdi cho biet nam
gidi chid'm 53% vd nff chiem 47%, stf chdnh lech

<b>KINH DOANH </b>

khdng ddng kd giffa ti Id nam va nff khdch hdng d

cac khach san tai Mdc Chdu. Ngoai ra, dff lieu
cung chi ra rang ti le khach Iffu tru da lap gia dinh
chid'm dd'n 68%, trong khi dd khdch Itfu trti dpc
thdn chi chie'm 32%,

Da so' du khach cd trinh dd hpc va'n cao, trong
dd cao nha't la tnnh dp dai hpc vdi ti le 46%, tie'p
dd la cao dang vdi 33%, trung cap chiem 17% va
trung hoc pho thdng chid'm 4%.

Trong so' 186 mdu dieu tra thi cd 70% la khach
dd'n Mdc Chdu lan ddu lidn, 19% la khdch dd'n lan
thtf 2 va 11% la khdch dd'n nhilu hdn 2 idn Vdi
viec 19% khdch dd'n tff 2 idn trd len ta da thd'y lln
hieu ddng mtfng cho du lich Mpc Chau, dd Id ti Id
khach quay lai khd cao, cho thd'y la mdt dia chi
dang tin cay cua khach hang.

<i><b>3.2. Kiem dinh do tin cqy cua cdc tieu chi ddnh </b></i>
<i><b>gid sdhdi long dd'i vdi dich vu (hf so Cronbaehs </b></i>
<i><b>Alpha- he sd'CA) </b></i>

<i>3.2.1. Kiem tra do tin cay ciia tiiu chi Cha't </i>
<i>luang budng phdng </i>

Thang do chat Itfdng budng phdng cd he so' CA
dat 0.613. Trong sd' cdc bid'n thdnh phan deu cd
ttfdng quan bie'n tdng Idn hdn dieu kien can thid't Id
0.3. Do dd cac bid'n nay tie'p tuc dtfdc sff dung trong
<i>cac phan tich tid'p theo. (Bdng 1) </i>

<i>3.2.2. Kiem tra do tin cay cua tieu chi An ninh vd </i>
<i>bdo vi (Bdng 2) </i>

Bang 1. H$ so Cronbaehs Alpha cua tieu chi ChS't lUdng budng phdng

<i>Nhom nhan i6ttiit nha't </i>

Phong ngu duoc ve sinh sach se, tien nghi day du
Ga trai giudng duoc thay m6i hang ngay

Phuc vu toan th5i gian

0,613
Tmng binh thang do

neu loai bien
12.545
12.872
12.341

Phuong sai thang
do neu ioai bien

2.499
2.505
2.498

Tuong quan
bien tong

0.511
0.455
0.419

CAneu
ioai bien
0.458
0.587
0.734

Bang 2. H$ so Cronbaehs Alpha ciia tieu ch( An ninh va an toan

Nhdm nhan to thi^ hai

Khach s?n cd cau thang thoat hiem
Khach san cd he thong phdng chay chQa
chay, ehudng bao chay

Khach san cd nh§n vien bao ve true 24/24
va h^ thdng camera an nmh

0 723
Tmng binh thang do

neu loai bien
12,607
12 677

12.606

PhUdng sai thang do
n i i j loai biSn

3.040
3.074

3.004

TiKJng quan
bien tong

0.572
0.472

0.402
CAneu
<i>loai biSn </i>

0.629
0.687

</div>
<span class='text_page_counter'>(3)</span><div class='page_container' data-page=3>

Thang do cd he sd'CA dat 0.723 vd ttfPngquan
bid'n td'ng cua cac bid'n deu Idn hdn 0.3. Do dd, cac
bie'n deu dffde sff dung trong phan tich tid'p theo.

<i>3.2.3. Kiem dinh do tin edy cua tieu chi Casd </i>
<i>hg tdng </i>

<i>nam trong khoang 0.5-0.9 Id thich hdp. (Bdng 5) </i>

Can cff trdn gid tri Sig cua Icid'm dinh Barlett, ta
cd the bac bd gia thuyd't cac bien khdng cd ttfdng
quan vdi nhau. Chi sd' KMO Id 0.608 > 0.5; do vay

<i><b>Bang 3. H% scT Cronbaehs Alpha etia tieu chf Cd sd ha tang </b></i>

<b>Nhom nhan to thO ba </b>

Khach san cb ket noi
internet Ichong day tot
Tivi hoat dong tot
IVIay digu hda nhiet do

hoat dong tot

0 737
<b>Trung binh thang </b>

<b>do neu ioai bien </b>
3.279
4 360
3.811

<b>Phuong sai thang </b>
<b>do neu ioai bien </b>

0.808
0.621
0.654

<b>TUdng quan </b>
<b>bien tdng </b>

0.585
0.591
0.596

<b>CAn^u </b>
<b>ioai bien </b>
<b>0.629 </b>
<b>0.610 </b>
<b>0 688 </b>

Thang do cd he sd CA dat 0.737 va ttfdng quan
bien tdng cua cdc bid'n deu Idn hdn 0.3. Do dd, cac
bid'n d^u dtfdc sff dung trong phan tich tid'p theo.

<i>3.2.4. Kiim dinh dd tin edy cua tiiu chi Nhdn </i>
<i>viin phuc vu </i>

Thang do cd he so' CA dat 0.765 va ttfdng quan
2 bie'n "Nhan vien lich stf va than thidn" va "Nhdn
vidn cd trang phuc dep, gpn gang" tdng cua cac
bien deu Idn hdn 0.3. Do dd, 2 bie'n deu dtfdc sff
dung trong phan tich tie'p theo. Tuy nhidn bid'n
"Nhdn vidn cd ngoai hinh ffa nhin" cd he so' ttfdng
quan nhd hdn 0.3, nen bie'n nay se bi loai khdi md
hinh va khdng sff dung d cdc phan tich tid'p theo.

<i>(Bang 4) </i>

<i><b>3.3. Phdn tich nhdn to EFA' </b></i>

<i>3.3.1. Kie'm dinh thang do cdc nhdn td' dnh </i>
<i>hudng den sU hdi long ve dich vu </i>

He KMO (Kaiser-Meyer-Olkin) va Barietts
dung de' danh gia tinh hdp ly cua cd sd dff lieu,
dung cho phan tich nhan id'. Bartlett (1950) cho
rang gid tri cua kiem dinh KMO vd Barietts ndn

<b>Bang 5. Ket qua kiem dinh KMO va Barietts </b>
KIulO do ludng

su lay mau

Kiem dmh
Bartletfs

.608
Approx. Chi-Square

Df
Sig.

3934.059
335
.000

ta cd can cff tm cay rang, dff lidu phii hdp cho viec

phan lich nhan td.

<i>3.3.2. Kh qud phdn tich nhdn to EFA (Bdng 6) </i>

Nhdm nhdn td' thff nha^t cd gia tri dac tnfiig la
4.019 > 1 va he sd CA Id 0.688 > 0.5. Dieu nay
cho phep kd't luan rang mdi nhan id' va cac tidu chi
ltfa chpn dung trong ddnh gia phdn tich Id cd y
nghia. Nhan to' nay bao gdm cdc tidu chi nhtf:
"Phdng ngu dtfdc ve sinh sach se, lien nghi day
du", "Ga trai gitfdng dtfdc thay mdi hdng ngdy",
"Phuc vu toan thdi gian".

Nhdm nhan td'thff hai cd gia tri dac trffng bang
2.650 > 1 va he sd CA la 0.626 > 0.5. Kd'l qud nay
<b>Bang 4. H$ sd^ Cronbaehs Alpha cua tieu chl Nhan vien phgc vu </b>

<b>Nhom nhan to thUtU </b>

Nhan vien Ijch su va than thien
Nhan vien co trang phuc dep, gpn gang
Nhan vien co ngoai hinh ua nhin

0 765
<b>Tmng binh thang </b>

<b>do neu ioai bien </b>
7,575
7,666
7,001

<b>Phuong sai thang </b>
<b>do n^u ioai bien </b>

1,554
1,510
1.010

<b>Tuong quan </b>
<b>bilTn tong </b>
0.570
0.579
0.219

<b>CAneu </b>
<b>ioai bien </b>

<b>0.716 </b>
<b>0.707 </b>
<b>0.607 </b>

</div>
<span class='text_page_counter'>(4)</span><div class='page_container' data-page=4>

<b>KINH DOANH </b>

Bang 6. Ket qua phdn tich nhan to kham pha

Cac tigu chi danh gia cua l<hach hang
Phdng ngij duoc ve sinh sach se, tien nghi day diJ {xi}
Ga trai gludng dupe thay m6i hang ngay (x2)
Phuc vu toan thdi gian (x3)

Khach san cd cau thang thoat hiem (x4}

Khach san co he thdng phong chay chfla chay, chuong bao chay (x5}
Khach san co nhan vl&n bao v& true 24/24 va he thong camera an ninh (x6)
Khach san c6 l<et ndi internet khong day tdt (x7)

Tlvt hoat dpng tdt (x8)

May dl§u hoa nhiet do hoat ddng tdt (x9)
Nhan vien lich sy va than thien (x10)
Nhan vign co trang phuc dep, gon gang (xii)
Gia tn dac trung (Eigenvalue)

Cronbaehs Alpha

Nhdm cac nhSn td
1

0.755
0.626
0.691

4.019
0.688

2

0.672
0.650
0.733

2.650
0.626

3

0.691
0 707
0.616

2.118
0.703

4

0.611
0.633
2.094
0.615

cho phep cd can cff ndi rang mdi nhan td va cac
tieu chi ltfa chon diing trong ddnh gid phdn tich la
cd y nghia. Nhdm nhdn to nay bao gom cac tieu
chi nhtf: "Khach san cd cau thang thodt hiem",
"Khach san cd he thdng phdng chdy chffa chdy,
ehudng bdo chdy", "Khach san cd nhan vidn bdo
ve trtfc 24/24 vd he thd'ng camera an ninh".

Nhan id thtf ba cd gia tri dac trffng bang 2.118 >
1 vdi he sd CA la 0.703 > 0.5. Tffdng tff nhff trdn,

ke't qua nay cho phep cd can ctf ndi rang moi nhdn
Id' va cdc tidu chi ltfa chon diing trong danh gia
<i>phdn tich la cd y nghTa. Nhdm nhan td nay bao gom </i>
cde tidu chi nhtf: "Khdch san cd kd't ndi intemet
khdng ddy tdt", "Tivi hoat dpng td't", "Mdy di^u
hda nhidt dp hoat ddng tdt".

Nhan to' thtf ttf cd gid tri dac triftig bang 2.094
>1 vdi he sd'CA Id 0.615 > 0.5. Ke't qua nay cung
cho phep cd can cff ndi rang mdi nhan to' va cac
tieu chi ltfa chpn diang trong danh gia phan tich Id
<i>cd f nghia. Nhdm nhan id nay bao gdm cdc tidu </i>
chi nhtf: "Nhan vidn lich stf va than thidn", "Nhdn
vien cd trang phuc dep, gpn gang".

<i>3.4. Cdc nhdn td'dnh hUdng den sU hdi long ve </i>
<i>dich vu cua khdch hang </i>

Cac nhdn td anh htfdng dd'n stf hai Idng ve dich
vu Itfu trii cua khdch hang dtfdc trinh bay d tren
gom 4 nhdm ye'u td dnh htfdng. Trong dd Ddnh gid

chung stf hdi ldng ve dich vu la bie^n phu thude.
Mdt md hinh hdi quy ddn gidn dtfdc dp dung va
<i>bieu dien dtfdi dang nhtf sau: y = jjj + ypci </i>

Trong dd: y Id danh gia chung sff hai Idng ve
<i>dich vu, yi (i=l,...n) la he sd hdi quy cua cdc bid'n </i>
<i>ddc lap J:,. (Bdng 7) </i>

Ke't qua tfdc Itfdng d Bang 7 cho bie't cac yd'u td
dnh htfdng cd y nghia thd'ng kd dd'n ddnh gia chung
stf hai long ve dich vu cua khdch hang.

Trong nhdm nhdn to "Chat Itfdng budng
<i>phdng", cd bid'n Xi va Xj ed he sd'y, va y2 dtfdng va </i>
ed y nghi thd'ng kd d mtfc 5 va 10%. Hdn nffa, he
soYi Idn hdn hd sdy2, cho thd'y tidu chi "Phdng ngu
dffde vd sinh sach se, tidn nghi day du" cd mffc dp
quan trpng hdn tidu ch! "Ga trdi giffdng dtfdc thay
mdi hang ngdy". Cha't Itfdng budng phdng td't la
lieu chi quan trpng nd khdng chi la ddu chi giup
thu hut dtfdc khach hang, ma cdn gitf dtfdc Idng
trung thdnh cua ho.

Trong nhdm nhan td "An ninh, an todn", trong
cdc lidu chi dtfa vdo md hinh thi chi cd duy nha't
tidu chi "Khdch san cd cau thang thoat hiem " dnh
htfdng de'n "Danh gid chung stf hai ldng ve djch
vu" cua khach hang vdi 74=0.172 cd y nghia thd'ng
kd vdi mtfc 5%.

</div>
<span class='text_page_counter'>(5)</span><div class='page_container' data-page=5>

<b>Bang 7. Ket qua phan tich md hinh hot quy </b>
<b>Ten cac bien </b>

Constant

Phong ngu duoc ve smh sach se, tien nghi day du
Ga trai gludng dUdc thay mdi hang ngay
Phuc vu toan thdi gian

Khach san cd cau thang thoat hiem

Khach san ed he thdng phong ehay chQa chay, chuong bao chay
Khach san cd nhan vien bao ve true 24/24 va he thdng camera an hinh

Khaeh san co ket ndi Internet khdng d§y tdt
Tivi hoat dong tdt

Ivlay dieu hda nhiet dp hoat ddng tdt
Nh§n vien hch su va than thien
Nhan vien co trang phuc dep, gpn gang

<b>Bien </b>
<b>(X,) </b>

(xJ
(XJ)

(X4)

(x)

(x.)

(X,)
(X.)

(x,)

(Xio)
(Xii)

r

yo
<b>Tl </b>
72
<b>T3 </b>
<b>T4 </b>
<b>Ts </b>
<b>T6 </b>
<b>T7 </b>
<b>Tg </b>
79
Tio
Til

<b>Coef. </b>
1.389*
0.307"
0.093*
0.074
0.172*
0.007
0.193
0 274**
0.172*
0.207***

0.093*
0.274

<b>Sign </b>
0.023
0.003
0.019
0.231
0.015
1.191
1.135
0.006
0.022
0.000
0.011
0.033

<i>* tuang dng vdi mdc y nghia 1%, 5%, 10% </i>

khdng day tdt", "Tivi hoat ddng td't" vd "Mdy
dilu hda nhidt dp hoat ddng td't" deu cd y nghia
thd'ng ke va dtfdng. Dieu ndy eho thd'y, day la
nhffng tidu chi rat quan trpng giup cai thidn svf
hai Idng cua khdch hang dd'i vdi hoat ddng djch
vu Itfu tru khdch san. He so' cua chl tidu kd't nd'i
internet khdng day dtfdc ddnh gid cao nha't y, =
0.274, vdi mffc y nghia thd'ng kd Id 5%, lid'p dd
la lidu chi boat ddng cua mdy dieu hda nhiet dp
yg = 0.207, vdi mtfc y nghia thd'ng kd la 1% va
xd'p sau ciing Id tidu chi tivi hoat ddng lot yg =

0.172 vdi mffc y nghia thd'ng kd Id 10%. Ttf ke't
qua nay, chiing la tha'y, xu hffdng khach hang
quan tam nhidu hdn de'n lieu chi ke^t nd'i thdng
tin thudn tidn, tff do cdc cd sd itfu tru la khach
san can chu y quan tdm dd'n tidu chi ndy de cai
thidn stf hai ldng cua khach hang.

Nhdm nhan to' "Nhan vidn phuc vu " gdm 2 tidu
chi "Nhan vidn Ijch stf va than thien" va "Nhdn
vidn cd trang phuc dep, gpn gang", tuy nhien kd't
qud tfdc Itfdng cua chiing tdi chi cd hd sd' ym cua
tidu chi "Nhdn vidn lich stf va than thidn" la cd y
nghia thd'ng kd, dtfdng d mffc 10%. Di^u nay cd
nghTa la tidu chi nhan vidn Ijch stf, than thidn cd
tdc ddng tich ctfe hdn den stf hdi ldng cua khdch
hdng. Bdi vay, cdc cd sd Itfu trff khdch san ndn
quan tdm dd'n tidu chi nay.

4. Kd't lu$n va mdt s6'g(;fi y chinh sach
Tiem nang du lich phong phd ciaa Mdc Chdu da
thu hut dtfdc ddng dao du khach tdi tham quan. Sil
dung phtfdng phdp EFA va md hinh hoi quy ddn
gidn, kd't qua nghidn cffu da chi ra cdc yd'u td chu
ye'u tde ddng dd'n stf hai long cua du khach la: (i)
Nhdm nhan to "Chdt Iffdng budng phdng" cd cdc
tidu chi "Phdng ngu dtfdc vd sinh sach se, tidn nghi
day du" vd "Ga trai gitfdng dffde thay mdi hdng
ngay"; (ii) Nhdm nhan to' "An ninh, an toan" cd tiSu
chl "Khach san cd cdu thang thodt hiem"; (iii)
<i>Nhdm nhdn to' "Ca sd ha tdng" cd cdc tieu chi </i>

"Khdch san cd kd't ndi intemet khdng ddy tdt", "Tivi
boat dpng td't" va "May dieu hda nhidt dp hoat ddng
td't" vd (iv)Nhdm nhan td "Nhan vidn phuc vu"c6
tidu chi "Nhdn vien lich stf vd than thien".

Trong dd, chat Itfdng budng phdng td't la tieu
chi quan trpng se giup khdch hdng cd stf hai long
<i>td't hdn. Do dd, cdc cd sd Itfu trff cin chu y tdi tidu </i>
chi nay. Mot ed sd ha tang td't cung se giup khdch
hang hai long hdn, vi vay, cdc cd sd Itfu tni khdch
san ndn quan ldm cai thien tidu chf nay de ddp ffng
nhu cdu cua khach hang. Ngoai ra, nhdn vien cung
la yd'u to' cd tac ddng tich ctfe hdn dd'n stf hdi ldng
cua khdch hang. Bdi vdy, cac cd sd Itfu trii khdch
san ciing ndn chu trpng quan tam dd'n vide dao tao
nhan vidn phuc vu •

</div>
<span class='text_page_counter'>(6)</span><div class='page_container' data-page=6>

<b>KINH DOANH </b>

<b>TAI LIPU TRICH DAN: </b>

<i>'EFA duac sd dung de riit gon vd tdm tdt cdc bii'n. EFA nhdm xde dinh md'i quan hi ciia nhieu bien duac xde dinh </i>
<i>vd lim ra nhdn tddgi dien cho cdc bien quan sdt ddng thdi loai bd nhdng bie'n khong phii hap. </i>

<b>TAI LIEU THAM KHAO: </b>

<i>1. Chi cue Thd'ng ki huyin Mdc Chdu, San La (2017). Bdo cdo tinh hinh kinh ti'xd hoi 2016. </i>
<i>2. GSO (2017): Statistical Yearbook 2016, Statistical Publishing House, Hanoi, Viemam. </i>

<i>3. Sohrabi, Babak, Aryan Gholipour, and Neda Mohammadesmaeili (2011). "Effects of personality and </i>

<i>information technology on plagiarism: An Iranian perspective." Ethics & Behavior 21(5), 367 - 379. </i>

<i>4. The WorldTravel & Tourism Council(2017). ( </i>

<i>5. Zeithaml, V. A., Bimer, M. J., & Gremler, D. D. (2006). Service marketing: Integrating customer focus across </i>
<i>the firm (4th ed.). New York, NY: McGraw-Hill/Irwin. </i>

<i>6. Bartlett MS (1950). "Tests of significance in factor analysis." British Journal of Psychology. 77 - 85. </i>

<b>Ngay nh$n bai: 12/8/2018 </b>

<b>Ngay phan bidn danh gia va s^a chu'a: 22/8/2018 </b>
<b>Ngay cha'p nhan dang bai: 31/8/2018 </b>

<i>Thdng tin tdc gid: </i>

<b>TS. TO THE NGUYEN </b>

<b>Khoa Kinh td'va Phat trien ndng thdn, Hpc vi$n Ndng nghidp Vi^t Nam </b>

THE SATISFACTION OF TOURISTS FOR ACCOMMODATION

SERVICES IN MOC CHAU DISTRICT, SON LA PROVINCE

<b>• Ph.D. TO THE NGUYEN </b>
Faculty of Economics a n d Rural Development

Vietnam National University of Agriculture
<b>ABSTRACT: </b>

Tills study is lo measure the satisfaction of tourists for the accommodation services in Moc

Chau district, Son La province based on four criteria groups including (1) Quality of room, (2)
Security and safety, (3) infrastructure and (4) Staff. The results show that key factors affecting
visitors satisfaction are: (1) Clean and well-maintained bedrooms, and changing bed linen daily
(quality of room), (2) Fhe exit stairs (security and safety), (3) Good wireless internet
connection, television set and air conditioner (infrastructure) and (4) Friendly and courteous
staff (staff).

</div>

<!--links-->
Nâng cao mức độ hài lòng của khách du lịch đối với tour du lịch sinh thái của công ty cổ phần du lịch cửu long.pdf

• 107
• 1
• 16