-
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

*
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:

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"

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

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

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.

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

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

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

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

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

,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

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

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,

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

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

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.

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

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

[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.