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Xa hoi hoc so 2 (106), 2009 95
BA HIEN Tl/ONG
TU"
HU6NG NHIN XA HOI HOC KINH TE
MAI DANG HIEN QUAN
I. Ud DAU
Toan clu boa tie ddng len hlu nhfl mgi khia canh cua ddi sd'ng d hlu bet cac
qudc gia, tfl kinh te, xa hgi den van hoa, sfl trao ddi rgng rai bang boa, dich vu va ca
cac y tfldng. Bai viet nay di cap tdi viec nghien cflu ddng thai cung - clu va tac ddng
cua toan du boa len ba hien tfldng xa bgi dfldc chu y d My la: 1. Cac nha bang dac
san theo phong each, 2. Phong trao ca phe thfldng mai binh ding, 3. Du lich tinb due.
Nhflng phan tich dfldc dat ra tfl hfldng nhin xa hgi hgc kinh te.
II.
VAI NET VE BOI CANH LICH SU"
CIc nha hang dac san theo phong cach^ ra ddi va phat trien gin liin vdi viec
thfldng mai boa thu vui an ud'ng. Sfl xult hien ciia cac quan ca phe tfl nda sau the ky
17 da dfla ra mgt kieu nha hang khdng chi nhlm cung dp dd an thflc ud'ng ma cdn
de mgi ngfldi trong cong ddng giao tiep vdi nhau (Beardswortb, Bryman, 230). Sau
nay, dd an ngoai phd' xuat bien nhfl d va khoai tay ran d nfldc Anh dfldc ban vdi gia
hdp vdi tui tien cua ddng dao ngfldi tieu dflng. Den nfla sau the ky 19, cflng vdi qua
trinh cdng nghiep hoa d My, nhu clu cd cac mdn an nhanh, phong phfl de phuc vu
cong nhan tai khu vflc dd thi dfldc dat ra va hang loat cac nha bang phuc vu bfla
trfla, bfla to'i va cac bfla an lien hoan ra ddi. Tfl dd, an tdi ben ngoai da trd thanh mgt
boat ddng dac trflng, bdi d day cac thflc khach cd nhieu Ifla chgn. Cac nha hang nay
cd hang ngan mdn an da dang che bien tfl mdn cd ban ban dlu (Pillsbury 1990, 225).
Dd cd thi la nhflng nha hang dlu tien cd chflc nang cung dp mgt hinh thflc mdi cua
cac bfla an tdi ben ngoai sau khi chuyen tfl cac nha hang thdng thfldng thanh nhflng
nha hang dac san theo phong dch.
Viec sii dung ca phe va dc quIn ca phe cung cd lich sdf rieng. Nhiiu nam sau

tha'y mgt xa hgi cd gai diem tren dfldng phd" (Wonders, Michalovski: 562). Tuy nhien,
Habana da chflng kien thflc te phIt trien ciia du lich tinh due sau sfl sup dd ciia Lien
Xd va viec hdp phap hoi ddng do la My. Tai Habana, du lich tinh due ngay nay da
phd bien tdi mflc mgt gli diem dang kiem dfldc nhieu tiin hdn mgt bac sy.
III.
DONG THAI CUNG - CAU
Cac nha hang dac san theo phong each la sfl minh hoa thu vi cua cd che cung -
clu bien dai. Ngay nay, vi con ngfldi sd'ng trong mdt xa hgi hdi ha va dly flc chi^,
ngfldi ta den nha hang khdng chi vi dd an, thflc ud'ng. Viec di an d ngoai cflng la each
de tim kiem mgt ndi cho phep hg tam rdi "sfl te nhat va vo nghia cua cugc sd'ng hang
ngay"(Bryman, 1995,176). Hg cung chd ddi chit Ifldng phuc vu td't. Cac nha hang dac
san theo phong each la ndi dip flng nhu du dd. Trong xa hgi hien dai, thflc an mang
mgt y nghia xa hgi Idn hdn nhfl nd vd'n cd. An ud'ng gid day khdng chi de lap dly cai
da day trd'ng rdng, ma cdn de thoa man thi hieu am thflc va thfl gian. Loai nha bang
dac san theo phong dch cung dp mgt khung dnh vdi muc dich thu hut khich hang
den nha hang de tan hfldng bfla to'i va vdi muc dich cuo'i cflng la sinh ldi cang nhiiu
cang td't. Phong dch dac san hoa nha hang la mgt dang phan hoa cd the mang lai y
nghia xa hdn dc dac tinh cua thflc an thdng thfldng. Phong dch hoa nha hang dfldc
chip nhan de lam mgt phfldng sIch marketing; nd theo sau ky thuat kinh doanh cd
ban cua sfl hdp ly hoa, chuan mflc hoi, nd nhlm vao tinh hieu qua, sfl dac quyin de
quang cao va budn bin.
Phong trao ca phe thfldng mai binh dang cung la nhflng vi du rd net cua ddng
thii cung - du. Khi gia ca phe giam den mflc khung hoang nhfl vao nam 1990, cac
chu trang trai phai giam dien tich trdng ca phe de tranh thua Id. Thi trfldng ca phe
mat can blng nghiem trgng. Tuy nhien, dc nha boat ddng tich cflc nhfl d Global
Mai Ddng Hien Qudn 97
Exchange va Oxfam da cd glng de giai quyet mat cung va mat du cua thi trfldng.
Vdi viec ap dung nhflng chinh sach dam bao gia san, cho ndng dan vay vdn va day
manh mdi quan he lau dai gifla cung va du, phong trao nay da khich le nhflng chu
trang trai nhd trdng ca phe, gifl cho thi trfldng d mflc quan binh. Ngfldi ta cd the coi

hanh vi nay dfldc biet den nhfl khia canh clu. Nhu clu cua cac khach hang dan ong
cd nhiiu tiin da anh hfldng Idn den dich vu giai tri, gdm ca du lich tinh due. Sfl tfldng
tac kinh te gifla cung va clu trong du lich tinh due cd thi dfldc md ta ddn gian nhfl
sau: nhu du cua dan dng lam cho viec tao ra dich vu tren than xlc phu nfl trd thanh
hien thflc.
98 Ba hien
tieong
tit mgt hitdng nhin xd hgi hgc kinh te
Ta cd the thly sfl gidng nhau vi ddng cd va dfldng hfldng tfl gdc do clu trong
trfldng hdp du lich tinh due va dc nha hang dac san theo phong dch. Ngfldi tieu
dflng sLf dung cIc dich vu nay de thoat khdi cugc sd'ng ddn dieu hang ngay. Dich vu
mai dam cho phep khach mua dam giai tholt khdi nhflng rang huge cua gia dinh hg
de lam mgt cugc phieu Iflu ngoai lai cd kha nang thoa man hg. Cac nha hang dac san
theo phong dch cung dp cho nhflng ngfldi theo chii nghia tholt li thflc te nhflng bfla
tdi trong khung canh di chiu. Nhfl vay la hanh vi tinh due va hanh vi tieu dflng thflc
pham xua't phIt tfl phia du da tao nen cac tfldng tie vdi phia cung, mang den ldi
nhuan cho phia cung. Trong ca hai trfldng hdp ly nhflng trang thai thoat li thflc te
da dfldc sii dung de ldi keo cang nhieu khach hang cang td't nham tang ldi nhuan.
Chu nghia tieu thu la mgt dang chu nghia thoat li thflc te dfldc xa hgi cha'p nhan, no
khdng gio'ng vdi viec sii dung ma tuy hoac rfldu de giai thoat, Phai chang cugc sd'ng
trong xa hgi hien dai qui flc che va buy hoai den mflc cd nhieu ngfldi nay sinh nhu
du thoat li thflc te, dan den sfl thanh cdng cua dc dich vu dfla tren y tfldng cua chu
nghia thoat li thflc te? Va neu chu nghia tieu dflng la met dang giai thdat dfldc xa bgi
chap nhan khong dii li do tdn tai thi ngfldi ta cd quay lai vdi dc hinh thflc thoat li
khdng dfldc xa hgi chap nhan chang han nhfl ma tuy va rfldu khdng?
IV.
TAC
DONG
CUA
TOAN

khong? Cau tra ldi cd le la khdng. •
Cflng vdi dc bien ddi kinh te, sfl toan clu boa cung din den nhflng bien ddi ve
van hoa d hlu khlp cac nfldc. Am thflc la mgt yeu td quan trgng trong dinh nghia
mdi nin van hoa. Britanica nhan dinh: "am thflc la vat mang van boa lau ddi nha't
tren toan du" do vay, thdng qua Im thflc de nghien cflu tac dong cua toan du boa
ddi vdi van boa la rat hflu ich. Bai viet cua Beardswortb va Bryman trinh bay mgt
khai niem thfl vi: sfl "McDonald hod". McDonald thoat dlu dfldc thiet ke kbdng phai
la nha hang dac san, tuy nhien, vi no qua phd bien nen hien nay nd dfldc xa hgi cdi
nhfl vay. Ta cd the sii dung mang Ifldi dd an McDonald nhfl mgt trfldng hdp dien hinh
de nghien cflu tac ddng cua toan clu hoa len cac nha hang dac san theo phong each.
Giao sfl Ritzer tfl dai hgc Maryland khlng dinh "Net dac biet cua Mc Donald,
theo nghia nao do, da trd thanh vi du diin hinh va hiin nhien cua sfl hdp ly trong xa
hgi hien dai" (Ritzer:
142).
Mgt trong nhflng h do khien McDonald cd the dflng nen binh
anh nhfl vay la sfl dac quyin tfl chinh sach hanh trfldng anh hfldng cua no ra nfldc
ngoai - bfldc khdi dlu
Cd
ban cua toan clu boi. Qua trinh toan clu boa chic chan da ho
trd mang Ifldi dd an McDonald d sfl nd'i tieng lln kha nang thu nhap. Trfldc kbi dfla
McDonald vfldt qua bien gidi, dd an nhanh hlu nhfl chfla dfldc biet den. McDonald la
cdng ty dlu tien d glng xult khIu tinh yeu cua nfldc My dd'i vdi dd an nhanh va lam
thay ddi ca thdi quen an ud'ng cua cac qudc gia khac" (Ritzer, 147).
Sfl toan clu hoa van boa dd an nhanh cflng chflng td kiiu thflc phlm nay dflgc
Ua thich tai dc qudc gia nd ddn va dan chflng d dd hfldng flng chflng nhfl the nao . Td
China Pdst cho ring: "Khi van boa xe hdi cua My lan ra nfldc ngdai, thi hamburger
theo sau. McDonald da md cda hang tai 119 qudc gia va phuc vu 52 tri^u ngUdi hang
ngay" va "Ldi mdi goi kiiu My" dfldng nhfl da xuyen qua mgi bien gidi. Khi McDonald
md nha hang dlu tien tai Kuwait vao nam 1994, 15 000 ngfldi da xep hang thanh
mot ddng dai 7 dam. Kdt qua nghien cflu cflng cho thly viec dfla mang Ifldi do an

thuyet cd anh hfldng Idn, trong dd ndi ring thfldng mai tfl do lam ldi cho ca Cung lln
Clu cua nin kinh te. Bdi vay nhflng ngfldi iing hg toan du hoa da ly luan rang sfl
toan clu boa ma y tfldng chu dao la tfl do thfldng mai, se lam ldi Idn cho ca hai phia
cung va clu, vi vay nd dang dfldc ung bg. ,,
Tuy nhien, nhflng nghien cflu mdi day vi toan du hoi lai nha'n manh ring sfl
toan du boa gay ra vd so' nhflng van di dang quan tam, ndi bat la vi bit binh
dang. Joseph Stiglitz, mgt nha kinh te hgc cflng dfldc giai Nobel, cho ring dc quy
tic dieu hanh sfl toan du boa iing hg cac nfldc phIt trien, trong khi cac nfldc dang
phat trien lai lun sau vao ngheo khd. Hdn nfla, dc nfldc dang phat trien bi toan clu
boa kiem soat va nhflng mat ban che ciia qua trinh dd cd the huy hoai nghiem
trgng nin dan chu tai cac nfldc nay. Ngoai ra, dc nfldc dang phat trien vay mgt sd
vdn Idn tfl dc nfldc khac va Ngan hang the gidi thfldng huge hg phai rdi bd ldi ich tfl
nen dan chu cua minh do nhflng diiu kien rang huge gin lien vdi viec tra nd. Vi
nhflng gi dfldc coi la "thfldng mai cdng blng", quan diem cua Stiglitz la: thoat dlu,
thi trfldng dfldc md cda vdi hy vgng giup dd nin kinh te; tuy nhien, quyin ldi gifla
dc nfldc phat trien va dc nfldc dang phat trien da bi bop meo, va nhflng hdp ddng
thfldng mai sau cflng thflc chat da dat cac nfldc ngheo nha't vao tinh the cdn te hdn
ca khi bat dau (Stiglitz :147). j :,•, hpi^s'
Bflc tranh toan du hoa vdi nhflng mang dam hai mau sang to'i la nhfl vay. Nd
dn dfldc dc nha hoach dinh chinh sach nhan thflc de di xuat cac giai phap kinh te,
xa hgi, van hoa hfldng vao viec md rgng thi trfldng va khIc phuc dc bat binh ding
tren binh dien quo'c gia va hdp tie quo'c te./.
Mai Ddng Hiin Qudn 101
Tai lieu trich dan va tham khao
1.
Breadsworth, Alan and Bryman,Alan: Late modernity and the dynamics of
quasification: the case of the themed restaurant. Sociological Review; May99 Vol
47 Issue 2, p228-257, 30p.
2.
Brants, Chrisje: The fine art of regulated tolerance: Prostitution in Amsterdam.

in a Globalized
World:
A Tale of Two Cities Amsterdam and Havana, Social
Problems, Vol. 48, No. 4, Special Issue on Globalization and Social Problems
(Nov., 2001),