Su" dung phiTorng phap CODA
trong danh gia cac yeu to
anh hu'dng den ca cau chi tieu
cua khach du lich noi dia
•

•

•
TRjNH TH! HCJCfNG*
LE VAM TUAN"
D A M TH! THG TRAMG"*

Tom tat
Nghien edu gidi thieu vd sd dung ly thuyet mdi - phUOng phdp phdn tich so lieu da hgp
(Compositional data analysis - CODA) trong xem xet ddnh gid cdc ye'u to dnh hudng den cO
edu ehi tiiu cap qudc gia cda khdch du lich ngi dia tgi Viet Nam, gam cd dia diem du lich,
nguon thong tin trudc khi du lieh vd dgc diem nhdn khau hgc cua khdch du lich. Nhdm tdc
gid gap khd khdn trong tii'p can so liiu, nin cdc ddnh gid dugc minh hga trin so Ueu dupe
lay ta Kit qud dieu tra chi tieu cua khdch du lich ndm 2013 do Tong cue Thd'ng ki thiic hien.
Tijf khda: eacdu chi tieu, du lieh, khdch du lich ngi dia
Summary
The study introduces and utilizes new theoiy - Compositional data analysis (CODA) method to
assess factors affecting expenditure structure at national level of domestic tourists in Vietnam,
including tourist destinations, sources ofpre-trip information and demographic characteristics
of tourists. Due to difficulties in accessing data, the assessments are based on data taken from
the 2013 Tourism Expenditure Survey conducted by the General Statistics Office.
Keywords: expenditure structure, tourism, domestic tourists
G\6l THIEU
Ca'u true chi tieu ciia khdch du Ijch cd anh hu'dng
de'n chien lUdc phdt trien du lich ciia Viet Nam vd

ngu'dc lai. TCf xu hifdng chi tidu ciia khdch du lich,
Tdng cue Du lich va cdc dia phifdng se len ke' hoach
phat trien ke't ca'u ha tang va cac san pham du lich
dd thiic day chi tieu cao hdn nCfa cua khdch du lich.
Ben canh dd, cac dia phUdng cd the chii ddng phdt
trien ke't ca'u ha tang vd san pham theo dac diem cua
dia phu'dng va ti^ dd tac dong de'n xu hifdng chi tieu
ciia khdch du iich. Cu the, mii'c chi tieu binh qudn mdt
ngay/khach phan dnh mu'c dd thu nhdp ciia ngu'di ddn
dia phu'dng, tii do ddng gdp cho kinh te dia phifdng.
Ddng thdi, mu'c chi tieu binh quan mdt ngay/khach
cung phan dnh xu hu'dng chi tieu cua khdch difa trdn
ddc diem va cdc san pham du lich ciia dia phifdng.
Miic chi binh quan mdt ngay cang cao se cdng tot cho
kinh te dia phifdng. '

Mac du, nghien cu'u ye xu hifdng chi
tieu cua khach du lich rat can thie't trong
bd'i canh phdt tnen thi trifdng du lich tai
Viet Nam, nhifng cac nghien cihi lai han
che' va phiic tap do nhidu nhan td' khach
quan vd chu quan.
Khao sdt ciia nhdm tac gia cho thd'y,
cac nghien ciiM ve chi tieu cua khdch du
lich tai Viet Nam mdi dijfng d cd'p dia
phu'dng hoac cdp vung, chifa cd danh gia
chung d ca'p qud'c gia; cd cau chi tieu diidc
the hien qua cdc bang thdng ke cd ban,
bieu dd hinh cot va hinh trdn ddn gian.
Cac nghien cu'u nay cung chu'a su: dung

cdc cdng cu phan tich thdng ke mdi, phia
hdp vdi dac diem cua thdng ke du lich.
Chung tdi sii dung phifdng phdp CODA
de xdc dinh cac yeu td chinh anh hifdng
den cd cau chi tieu. Day Id lan dau tidn

•TS., "ThS., " ' T h S . , TrUdng Dai hoc ThUdng mai
Nfidy nhdn bdi: 09/02/2020; Ngdy phdn bien: 18/02/2020; Ngdy duyel ddng: 24/02/2020


phifdng phdp nay difdc s^ dung trong ddnh
gia ve Cd cd'u chi tieu cua khach du lich tai
Viet Nam. Cdc danh gid difdc minh hpa
tren sd lidu chi tieu cua khdch du hch ndi
dia tai 30 tinh, thanh phdtijf bp sdlieu dieu
tra chi tieu cua khdch du licli 2013 (Dieu
tra chi tieu ciia khdch du lich ndi dia dUdc
tien hanh trong cac nam 2005,2009,2013
vd 2017. Tuy nhien, do khd khan trong
de'p can sd lieu, nen nghien cu\i siif dung
sdlieu nam 2013).
PHUtfNG PHAP NGHIEN CLfU
Phrfdng phap CODA
Gan day, Ferrer - Rosell va cdng sU
(2015,2016a,2016b, 2017,2018)da phat
trien phUdng phap CODA va dp dung
vao phan tich cd cd'u chi tieu ciia khach
du lich. PhUdng phdp CODA dUdc minh
hpa qua cac dang bieu do mdi: bieu do
tam giac (ternary) va bieu do cdy phdn

Idp (Dendogram) bang phan td day nhi
phdn (sequential binary partidon, SBP)
de minh hpa cd'u tnic chi tieu. Ddng
thdi, md hinh hdi quy dtfa tren dii lieu da
hdp cung difdc phdt trien, diia trdn hdi
quy tuye'n tinh theo phUdng phap binh
phUdng be nhd't (OLS). TU dd, dUa dd'n
cdc nghien cdu sdu ve anh hudng ciia
ca'u tnic chi tieu den bie'n quan tam (vi
du GDP cua mot qud'c gia) va anh hu'dng
cua cdc nhdn to khdc dd'n cd cd'u chi tieu
binh quan mdt ngay.
Phifdng phap nay dUdc ddnh gid la
mdi vd cho ke't qua kha chinh xdc khi
nghien culi xem xet nhieu yeu to anh
hu'dng den cd cd'u chi tieu cd'p qud'c gia,
gdm ca dia diem du lich, ngudn thdng tin
trUdc khi du lich va dac diem nhan khau
hpc cua khach du Hch.
CODA dUdc the hidn qua bang phan
td day nhi phdn, mdt vec td da hdp S
gdm D ty trong dUdc bieu didn trong
sidu phang S°:
S0= (s = (S,,S..,S^):S^>0,j
=
1,2,..., D: £5^=-^}
j=i

Trong dd, kj- hieu la chuyen vj ciia vec
td S va tdng cdc ty trpng cua vec td S bang

1 hoac 100%. Vi md'i quan he phu thudc
giu'a cdc ty trpng. td'c la tdng bang 1, cac
md hinh hoi quy thdng thUdng se khong
dUdc ap dung. Phep toan ty le logarit danj
cU (isometric log-ratio, ILR) chuyen doi
D ty irpng trong sidu phang ve vec to
gdm D- i toa dd trong khdng gian Euclide
thdng thudng (Egozcue vd cdng sU, 2003).

BAtiG 1: VI Pg PHAN TO DAY MH! NGQYEM (SBP) TROt^G SIEG PHANG S"

s,

s,

s,

S^

Y nghia

1

1

-!

-1

Phanto {Sj.Sj} va {S3, S J


1

-1

0

0

Phan to S, va S,

0

0

1

-1

Phan to S3 va S^

Phep bie'n ddi ILR dUa tren tpa dO cdn bang (balance
coordinates) tif phdn td day nhi nguyen (sequential
binary partition, SBP) ciia D ty trpng. Cu the:
Budc 1: Tpa dp can bdng thii nhd't dUdc phan thanh
2 nhdm khdng trung nhau: nhdm tii* sd' va nhdm mdu
sd', ky hieu la 1 vd -1.
Budc 2: Tifng nhdm nhd tren dUdc tid'p tuc phdn td
thanh hai toa bp cdn bang, kf hidu 1 vd -1. Nhdm nhd
khdng dUdc phdn td ki hieu la 0. Vi du ciia phan td day

nhi nguyen ciia sieu phang 4 chieu cd vec td dUdc thd
hidn d Bang 1.
TUdng u'ng vdi vi du phan td day nhi nguyen (SBP) d
Bang I, phep bie'n ddi ILR tUdng iing, gdm 3 toa dp la:
ILR,

; ILR^ = i^ln -^; ILR^ = U-h

Khi dd, nhu mieu ta trong Bang 1, tpa dp chiJa
thdng tm so sdnh sd thay ddi giiia phan td {S,, S^} va
{S3, S^}. TUdng tu, ILR^ (tUdng tU ILR^ chtia thdng tin
so sanh ty S^ va S-, (tUdng tU S^ va S^). Nghien cii'u
Pawlowsky-Glahn va Buccianti (2011) chiing minh
phep bie'n doi ILR cd anh xa ngUdc, td'c la cd the lay
nghich dao cua ILR de dat cdc gid tri ty trpng tUdng
ting trong sieu phang. Sau qua trinh bie'n ddi, cdc gia
tn ILR cd the ddng vai trd la bidn phu thudc hoac bie'n
ddc Idp trong md hinh hdi quy thdng thUdng. Vi du ddn
gian la md hinh hdi quy tuye'n tinh theo phUOng phap
binh phifdng tdi thieu (OLS). Giai thich y nghTa cua
he sd' hdi quy cd thd dUdc giai thich gian tie'p, tiic la
sU tdc ddng cua bien ddc lap len cdc bie'n ILR (Muller
va cdng sii, 2016; Dumuid vd cdng sif, 2018), hoac cd
the giai thich trifc tie'p, tdc la sif tac ddng ciia bid'n ddc
Idp Idn tiing ty trong trong sieu phang (Morals vd cdng
sU,2018).
Dong thdi, khi sif dung phan td day nhi nguyen (SBP),
bieu dd cay phan Idp (CoDa-Dendogram) dUdc ap dung
de so sdnh cac thd'ng ke cd ban giiia cdc phdn td.
So' lieu didu tra chi tidu cua khach du lich noi dia

Nghidn cu'u dUa tren sd' lieu dieu tra chi tidu ciia
khach du lich dUdc Tdng cue Thdng ke dieu tra thang
07/2013. Bd sd heu gdm ca khdch du lich ndi dia
(24.139 lu'ot khach) tai 30 tinh, didnh phd trifc thudc
Trung Udng va khdch qudc te' de'n Viet Nam (9.500
lifdt khach) tai 14 tinh, thanh. Bd sd lieu thu thap chi
tidu ciia khdch tu sap xe'p di va khach di theo tour.
Nghien cUu nay ban che'tren khach du lich ndi dia tU
sap xep di (17.218 lUdt khach).
Phid'u dieu tra du lich thu thdp thdng tin vd nhan khau
hpc ciia khdch du hch, bao gdm: nhdm hidi, gidi tinh.

27


BAMG 2: PHAM TO D A Y NHI MGUYEN (SBP)
TROMG SIEG P H A N G PHAM MUC CHI 'nEG S = (S^ ^ ^ , S^^, S^

s....

ST™^

1

1

-i

1


1

0

0

0

1

Y ngbia

Sf^d s*™™-.*1

.s , )

Pti3n tg {S^^„^„^ S^^,^,} va {S,^^,

0
1

S^^^^^^J

Phant6'S^^„^,,^^vaS.,._^^,^i
Phan id S^^^ vi* S^^^^^^^^^„
Nguon Tong hdp c 3 tac gia

muc dich chuyen di, cdc ngudn thdng tin tham khao de
quyet dinh chuye'n di va miic dp hai long trong chuyd'n
di. Ddc biet, dieu tra chii trpng vao chi tieu cua tifng

khoan muc ciia khach du lich nhU muc dich ciia cudc
didu d-a. Trong dd, phUdng phdp long hdp sd lieu dUdc
dp dung theo phUdng phdp binh qudn. Cu the:
Sd ngay d lai binh qudn _ Tong sd ngay khach d lai
1 lUdt khach
Tdng sd khach
Chi deu binh qudn _ Tdng so lien chi tieu cua khach
1 lUdt khach
=
Tdng sd khach
Chi lieu binh quan 1 lUdt khdch
Chi lieu binh qudn
1 ngay khdch
" sd ngay d lai binh quan 1 lUdt khdch
Cdc chi phi trong chuye'n du lich dUdc chia thdnh
each khoan muc chinh: (1) Chd d (Accomodation);
(2) An udng (Food); (3) Di lai (Travel); (4) Chi phi
tham quan; (5) Chi phi mua hang hda, qua lifu niem,
ky niem; (6) Chi phi dich vu van hda, the thao, giai tri;
(7) Chi phi mua thuo'c chila benh, dich vu y te'; (8) Chi
khac. DUa vdo thd'ng ke cd ban ciia chi tidu binh quan
1 ngay khach va chi tieu binh qudn tUng khoan muc
1 ngay/khdch, nghien ciiu gdp chung cdc khoan muc
(4) dd'n khoan muc (8) va gpi chung la khoan muc chi
cho cac hoat ddng (Activity). Mdc chi tieu blnh qudn
1 ngay/khach cho tCfng khoan muc dUdc tinh tu'dng tif
nhu chi tieu binh quan 1 ngay/khach. Tii do, cd ca'u chi
binh quan 1 ngay khdch cho tUng khodn muc (ddn vi:
%, phan trdm) dUdc xdc dinh nhu sau:
Chi tieu binh quan I ngay/khach = S^

^ ^ + ^F d

+ s„.„, + s„,.,„
_ Tien chd d (Accomodation) * 100
Chi tieu binh qudn 1 ngay/khach
Tien an udng (Food) * 100
Food Q]^i (jgu i^-jj^h qudn 1 ngdy/khdch-(%)
_ Tien cdc boat ddng (Activity) '*' 100
Ac..v.ti(^i^i jjgy ^-jjjjj qugjj 1 ngay/khach -(%)

(%)

Cdch phdn chia cac khoan muc chi tieu nhu trdn
ciing tlidng tif cdc nghien culi khach tren the' gidi khi
nghien cu\i ve cd ca'u chi tieu cua khach du lich (Ferrer
- Rosell vd Coenders, 2018; Ferrer - Rosell va cdng sU,
2015; Ferrer - Rosell va cdng sif, 2016; Ferrer - Rosell
Coenders, 2017).
Nhdm muc dich nghien cu'u chi tie't cdc khoan muc
chi tieu, nghien ciiu nay ban che' tren cac khach noi

dia di theo hinh thu'c tu sdp xep. chiem
khoang 78,4% sd khach ndi dia dU^c
didu tra. Hinh thUc di du lich tif sap xep
cd nhieu ifu diem so vdi hinh thiic di tiieo
tour. Tuy nhien, so' lidu dieu tra du lich
qua cac nam cho tha'y, ludng khach di
theo tour dang cd xu hUdng lang do boat
ddng cua cac cdng ty Iff hdnh dUdc cai
thien ve chat lUdng va gid ca. Xu hUdng

khach dl theo tour ciing thuan ldi hdn cho
sU lien ke't giiia cdc nganh nghd va cd sd
dd'n^hoat ddng du lich.
Ung dung CODA trong didu tra chi
tidu cua khach du lich ndi dia
Dd'i vdi tiing khach du lich, vec td ty
trpng chi tieu binh qudn 1 ngay/khach
cho tffng khoan muc, tdc la S = (la mot
thanh phan cua sieu phang Diia vao cdc
nghien cffu tnfdc (lich (Ferrer - Rosell va
Coenders, 2018; Ferrer - Rosell vd cdng
sU, 2015; Ferrer - Rosell va cdng sii,
2016; Ferrer-Rosell Coenders, 2017),
phdn td ddy nhi nguydn dffdc minh boa
trong Bang 2. Trong dd, phan to va thd
hien xu hffdng chi tieu khodn muc Hnh
ddng va khoan muc cd ban (ttfc la An O theo vdn hda cua ngffdi Viet Nam).
Cdc phdn td tiep theo phdn chia nhd tffng
khoan muc d tren.
Ung vdi vi du phan td day nhi nguyen
(SBP) d Bang 2, phep bidn ddi ILR tffdng
ffng, gdm 3 bleu thffc la:

ry

{S~J~^,

ILR^ = ^In -f^; ILR^ = \^ln ^ ^""^
Md hinh hdi quy da hdp (compositional
regression models) xem xet cac nhan td

tdc ddng de'n cd cd'u chi tieu, gdm 3 md
hinh hdi quy mye'n tinh tffdng iJng vdi 3
bie'n ddi ILR va cdc bie'n ddc lap trong
cdc md hinh la gid'ng nhau. Cu the:

ILR, = a , + i ^ , X , + e,, (1)

ILRl = a]^E/l,K'^^,,

Trong dd, X bao gdm: Cdc dac diem
nhan khau hpc cua khach du lich (nhdm
tudi, gidi tinh, nghd nghiep); Muc dich
chuyd'n di; Phffdng tien di chuyen; So
lan tham quan; Ngudn thdng tin tham
khao; Mffc dd an tffdng vd hai long trong
chuye'n di.
Cac tac gia Muller va cdng sff (2016),
Dumuid vd cdng sff (2018) da chffng
minh rang, sU lUa chon ddy phan td nhi


BAMG 3: DAC DIEM CHGNG CGA KHACH DG LICH MOI DIA THEO HINH THCTC T^ TGC
Dacdi^m
Gifitri
D^c di^m
So ngay d lai binh quan 1
Tong so
17.218
lu'dt khach (ngay)
quan sat

Chi tidu binh quan
1.241,4
I ngay idiach
Nha doanh nghiep
(987,3)
(nghin dSng)
Tu-15 de'n 24 ludi
Tii 25 den 34 tuoi
Nh6mtu5i{%)
TCr 35 den 44 tuoi
Til 45 den 54 tuoi
Tren 54 tuoi
NO
Gidi dnh (%)
Nam
Hpinghi, hoi thao
Tham ho hang, ban be
Du lich nghi ngdi,
Muc dich ciia
tham quan, vui chOi
chuydn di (%)
giii tri
Thu'dng mai
Muc dich khac
Khong cd
Tre em dif3i 3
tu^i (%)
Co
Nguon thong
tin tham khao

de quyet dmh
chuyen dl (%)

Ban be, ngu'di than
Internet

2,7 ( 2,2 )
15,4

8,6
Cong chi?c, vien chu'c nha nu'dc
Nghe nghiep (%)
32,6
Cong nhan
32,8
HUU tri
16,9
Nong dSn va nghe nghiep khac
9,1
Lan 1
Lan thiJ may den tinh/
39,0
Lan 2
ihanh pho nay (%)
61,0
Tir 3 lan trd ten
13,5
Mdy bay
10,8
6 to

Phu'Ong tien chinh trong
chuyen di
56.9
T.„«,

36,6
11,2
6,6
30,2
32,9
32,5
34,6
i4,6
65,1

7,2
11,7
Hai Icng vcB chuyeti di (%)
87,1
So lu'dng nguon tham
12,9 kiiao thong tm de quyet
dinh chuyen di
51,4

12,6
5,0
95,0

PhUdng tien khac
Khong

Cd

1,2(0,5)
Phong canh dep

Dac di^m in tifdng 8 Thai do ciia ngu'di dSn ncfi de'n
cac diem tham quan, du
du lich
lich (%)
Chat lUdng phuc vii tai cac
1.6(1)
diem tham quan
11,7

Solu^dngdacdiem
CO an tifdng tot
Ghi chii Bdi vdi cdc bien lien tuc, thd'ng ke gom g
rac. gid tn lUOng iing td ty le phdn tram.

7,7

57,4
24,4
34,3

7 trung binh vd lech chuan (irong ngoac) Do'i vdi cdc bie'n rdi
Nguon Tmh loan tu =16 iieu thong ke

la 1.241 nghin ddng. Tmng binhl Iffpt khdch d lai dia
diem du lich la 2,7 ngay. Nhdm tudi du lich chu yd'u la

tff 25 de'n 34 tuoi vd 35 de'n 44 tudi vd hai nhdm tudi
nay cd ty Id tffdng ddi bang nhau. Khdch du lich chu
ye'u la nam gidi vd ty Id nam gidi gan gd'p ddi nff gidi.
Nhdm nghe nghiep cdng nhdn vidn chffc chie'm 36,6%
vd nhieu nhd't trong cdc nganh nghe. Xu hffdng ndy
diing vdi phong trao du lich do cdng doan cdc cO quan
dffng ra td chffc hang nam vdo dip he (thang 7). Trong
cdc muc dich du lich, muc dich nghi ngdi, tham quan
va vui chdi giai tri chiem nhieu nha't. Ty Id ngffdi du
lich cd tre em dffdi 3 tudi chid'm ty le nhd (12,9%), nen
nhdm tac gia gia thie't ty le tre em khdng dnh hffdng
dd'n kd't qua nghien cffu.
Trffdc chuye'n di du lich, khdch du lich se tham khao
tren 1 ngudn thdng tin (dUa tren 6 ngudn thdng tm: ban
KET QUA NGHIEN CU'U
be, ngUdi than; sdch, bdo, tap chi; internet; cdng ty du
Dac diem cd ban cua khach du lich lich; tivi; dUdc mdi). Trong do, ngudn tham khao phd
bien nhd't la tU ban be vd ngffdi than. Hau he't khach du
ndi dia di theo hinh thii'c tif tuc
' Bdn2 3 the hien ddc diem chung ciia Iich (95%) hai Idng vdi chuyd'n di.
khdch du lich ndi dia theo hinh thffc tU
Tuy nhidn, trong 5 dac diem d'n tffdng tai diem tham
tuc Co 17.218 khdch noi dia trong nghien quan (phong canh dep; thdi dp cua ngffdi ddn ndi de'n
cffu nay. Chi tieu binh qudn 1 ngay khach du lich, chd't Iffdng phuc vu cua cdc co sd luu tru, chd't
nguyen (SBP), Hen quan de'n cdng thffc
chuydn ddi ILR, la bd't bien vdi ke't qua
hdi quy tuye'n tinh. Cu the, tham sd' tff
do (a) vd cdc kiem dinh mu'c dp phii hdp
ciia md hinh (quality of fit) khdng phu
thudc vao viec Iffa chpn ILR khi dp dung

phffdng phap phan tich giai^ thich true
tiep cdc he sd cua md hinh hdi quy.
Cdc tinh toan trong nghien ciiXi
nay dUdc tien hanh tren phan mdm
Rsmdio, phien ban 3.6.1. Nghien ctiu
sff cac dung gdi dii lieu compositions,
robCompositions, ggplot2 va tidyverse
trong phan mem Rstudo.

29


BANG 4; HE SO HOI QUY CQA MO HltiH DA H0P (1) TddNG dNG Vfll BIEN ILR

H^so
D9 l^ch
H$so
DO l^ch
chu^n cua
hSi
chuS'n ciia hg h6i chu^n cua h$ hgi
sS* hoi quy quy h^s6^hSiquy quy
s(^h6iqi^
quy
-0.43 *"=* -0.03
-1,53*** -0,18
-1,16'*" 0,09

He so' it/ do


Muc dich chuyen di (mac
dinh. Hoi ngh), hoi thao]

Tham hp hang, ban 66

0.27 **

0.05

0,41 ***

-0.1

0.05 ***

-0.02

Duhch nghi ngdi, tham
t|uan. vui chdi giai tri

0,24 ***

0,04

0,44 *** -0,07

0,17***

-0,01


0,08

0,05

-0,03

-0.1

0.08 ***

0,02

0,19***

0,05

0,2*

-0,09

0.05 ***

0,01

Lan 2

-0,02

0,03


0,03 -0,06

0

0.01

L;1n thi?3 trd len

-0,07 *

0,03

-0,1 , -0,06

0

0,01

0.15***

0,04

0,21 ** -0,07

0.03 **

0,01

0,05*


0,03

Thu'dng mat
Cac muc dich khac
Lan thd may den iinh (mac
dinh: U n 1)
Tham khao ihong iin tir dau ?

Internet
Ban be, ngifSi thSn
6 to

Phu'dng tien chinh uong chuyen
dl (Mac dinh' May bay)

Phu'dng tien khac
Tau hoa

An tu'(mac dmh: Khong)

ILRj

ILR,

ILR,
Bien anh hifdng
He s6 hSi quy

Cd

0,08

-0,05

0,03 ***

-0,01

-0,07 ,

0,04

0,47***

-0,07

0.07 ***

-0,01

-0,25 ***

0,05

0,63 ***

-0,1

0,12***

-0,02

-0,05

0,05

0,51 ***

-0,1

0,05 **

-0,02

0,08 **

0,03

0,21 **•" -0,05

0.04 ***

-0,01

0,039

0,034

He soR bmlt pfnUIng

h^ chinh

0,177

Miic do y nghTa *10%. **5%, ***!%.
Ngui

Iffdng phuc vu tai cdc diem tham quan, hang hda re),
khach du lich chi hai long trung binh 1 de'n 2 dac diem.
Ddc biet, phong canh dep la ddc didm dffdc an tffdng
nha't cija khdch. Ket qua mieu ta cO ban cua so lieu cho
thd'y can nang cao chd't Iffdng cd sd liAi tru, phuc vu tai
cac diem tham quan hdn nu'a.
Anh hrfdng cua did'm dd'n dd'n crf ca'u chi tieu
So' lieu thd'ng ke cua Tdng cue Thd'ng ke da cho
thd'y, cac tinh cd mffc chi tidu binh qudn 1 ngay/khach
cao nha't la Khanh Hda (1.753 ngan ddng), Quang
Ninh (1.800 ngdn ddng) va TP. Ho Chi Minh (1.712
ngan ddng). Tinh cd mffc chi ddu binh quan 1 ngdy/
khdch thd'p nha't la VTnh Long (503 ngan ddng). Thai
Binh (666 ngdn ddng).
Ve cd ca'u chi tieu, tai hau he't cdc tinh, chi tieu cho
Hoat ddng chie'm ty trong Idn nhd't (tren 30%). Tie'p
theo, ty trpng chi tieu cho Chd d vd An ud'ng chie'm
vi tri thff 2 ttly theo tffng tinh, thdnh phd'. Chi tieu cho
Di lai chie'm ty trpng thd'p nha't d td't ca cac tinh, thanh
phd va chid'm khoang 10%-20%. Xu hudng chi tidu
d trdn the hien sff da dang cdc dich vu du lich d cac
tinh, thanh phd khi chi tieu cho cac boat ddng chiem ty
trong Idn nhat.

_
_
,
,
Trong khi do, chi tieu cho Chd d va An udng vdn
chie'm ty trpng cao, vi do la hai khoan muc co ban nhat
cua mot chuye'n tham quan. Chi ddu cho Di lai chiem
ty trpng tha'p nha't tUdng ffng vdi xu hffdng cua khach
ndi dia va phffdng tien di chuyen chii ye'u la xe d td.

Cac ye'u to' anh h\Sdng dd'n crf cS'u
chi tidu
Lu'a chpn cac ye'u td' anh hffdng de'n
CO ca'u chi deu dffdc tie'n hanh thdng
qua md hinh hdi quy tffng bUdc (a
stepwise regression analysis) ket hdp vdi
phuong phap lUa chpn loai bo (backward
selection). Dau tidn, nhdm nghien cffu
dUa vao md hinh hdi quy toan bd d Bang
3 va loai bd lan Iffdt tffng bie'n, nd'u bie'n
dd khdng cd y nghia (tffc la p-value nhd
hPn 0,05). Ket qua hdi quy dffOc the hidn
d Bang 4 vdi ta't ca cac he so hdi quy deu
cd y nghia. Hd so R- hieu chinh (dffdc
the hidn d ddng cud'i ciing ciia Bang 4).
He so'nay tffdng dd'i nhd va ciing theo xu
hffdng cua cac md hinh hdi quy da hdp
cua Muller vd cdng sff, 2016; Dumuid vd
cdngsff, 2018.
Nhff vdy, cd 6 ye'u td' cd anh hffdng c6

y nghTa thd'ng ke de'n cO cau chi tidu cua
khach du lich ndi dia, gdm: (i) Muc dich
chuydn di; (ii) Sd'lan du lich tai diem den;
(iii) Tham khao thdng tin tff ban be, ngffdi
than; (iv) Tham khao thdng tin tff intemet;
(v) PhUdng tien chinh trong chuyen di; va
(vi) Si/an tffdng td't vdi phong canh dep tai
diem tham quan du lich.


Muc dich chuye'n di cd anh hffdng ra't
Idn va y nghia de'n cd cau chi tieu cua
khdch ndi dia. So sanh vdi khdch di du
lich vdi muc dich tham dff hdi nghi, hdi
thdo, khach di du lich vdi cac muc dich
thdm ho hang, ban be du lich nghi ngdi,
tham quan va vui chdi giai tri, thffdng
mai va cac muc dich khdc cd xu hffdng
tang chi tieu ty le chi deu cho khoan muc
Hoat ddng - Di lai so vdi Thu'c an - An
udng. Chi tie't hdn, so sanh giffa hai phan
td, khach di du lich khdng du lich vdi
muc dich tham dff hdi nghi, hdi thao cd
xu hudng chi tieu nhieu cho khoan muc
Hoat ddng hdn khoan muc Di lai va ddng
thdi chi tieu nhieu hdn cho_khoan muc
An ud'ng hdn khodn muc Chd d.
Vdi cdc khach ndi dia dd'n dia diem du
lich tff lan thff 3 trd len so vdi khdch de'n dia
diem lan ddu, hp cd xu hffdng giam chi tidu

cho nhdm An udng va Chd d va tdng chi
tieu cho nhdm Hoat dong - Di lai. Khdng
cd sff khdc biet giffa cdc phdn td tie'p theo.
Khach du hch da tham khao ban be, ngffdi
than va internet cd xu hUdng ngUdc vdi
khdch du lich dd tiing tham gia nhieu lan.

TAILIEU THAM KHAO

khach van tang ty le chi tieu cho Hoat ddng - Di lai trong
khi giam mffc chi cho Chd d va An ud'ng. Ddc diem nay
rat^quantt-png,cho thd'y khach du lich_cd tim hieu tnldc
diem de'n da cd kd'hoach td't hdn cho chd d va thudng thffc
cac mdn dn dac san vdi gia hdp ly, hoac giam cdc chi phi
An ud'ng va Chd d de danh nhieu hdn cho Hoat ddng.
KET L U A N

Nghien cffu da tap trung phdn tich cdc ye'u to anh
hffdng den cd cd'u chi tieu ciia khach du hch ndi dia di
theo hinh thffc tU tuc nam 2013. Nghien cffu cho tha'y,
dac diem nhan khiu hpc khdng cd y nghTa thd'ng ke
den cd ca'u chi tidu. Cdc yeu to cd y nghia thdng kd dd'n
cd ca'u chi tieu ciia khach la: Dia diem den; Muc dich
chuye'n di; Cac ngudn thdng tin tham khao trffdc chuye'n
di; Sp lan tham quan diem dd'n; Phffdng tidn di chuyen;
va An tffdng phong canh ciia die'm dd'n. Trong dd, Muc
dich chuye'n di the Men sff khdc biet va dao ddng Idn de'n
cd cd'u chi tieu. Qua do cho tha'y, can tang them cac hoat
ddng giai tri de kich thich chi tieu. Nghien cffu cd tinh
thdi sff hdn nd'u dffdc tie'n hanh trdn sd' lieu cap nhat hdn.

Nghien cii^i nay ndn tid'p tuc phat tnen vdi khach
qudc te' den Vidt Nam va cd the so sanh cdc ddc diem
ciia khach qud'c td'vd ndi dia de dinh hffdng chid'n thudc
thu hut khach du lich cua cdc dia diem.Q
__

1. Tdng cue Thd'ng ke (2013). Quyi't dinh sd650/QD-TCTK, ngdy 25/06/2013 ve viec tien hanh Dieu tra
chi tieu eua khdch du hch ndm 2013 vd PhUc/ng dn Dieu tra chi tiiu cua khdch du lich ndm 2013
2. Tong cue Thdng kd (2014). Ke't qud diiu tra chi tieu cua khdch du lich 2013, Nxb Thd'ng ke
3. Dumuid, D., Stanford, T.E., Martin - Fernandez, J.A., Pedisic, Z., Maher, C.A., Lewis, L.K.,
Hron, K., Katzmarzyk, P.T., Chaput, J.P., Fogelholm, M. and Hu, G. (2018). Compositional data
analysis for physical activity, sedentary time and sleep research. Statistical methods in medical
research, 27(12), 3126-313S
4. Egozcue, J.J., Pawlowsky-Glahn, V , Mateu-Figueras, G. and Barcelo-Vidal, C. (2003). Isometric
logratio transformations for compositional data analysis. Mathematical Geology, 35(3), 279-300
5. Ferrer-Rosell, B., Coenders, G. and Martinez-Garcia, E. (2015). Determinants in tounst
expendimre composition - The role of airline types. Tourism Economics, 21(1), 9-32
6. Ferrer - Rosell, B., Coenders, G., Mateu - Figueras, G. and Pawlowsky -Glahn, V. (2016a).
Understanding low-cost airline users' expenditure patterns and volume, Tourism Economies, 22(2),
269-291
7. Ferrer - Rosell, B., Coenders, G. and Martinez - Garcia, E. (2016b). Segmentation by tourist
expenditure composition: an approach with compositional data analysis and latent classes. Tourism
analysis, 21(6), 5S9-602
8. Ferrer - Rosell, B. and Coenders, G. (2017). Airline type and tourist expenditure: Are full
service and low cost carriers converging or diverging?. Journal of Air Transport Management, 63,
119'125
9. Ferrer- Rosell, B. and Coenders, G. (2018), Destinations and crisis. Profiling tourists' budget
share from 2006 to 2012, Journal of destination marketing & management, 7, 26-35
10. Morals, J., Thomas - Agnan, C. and Simioni, M. (2018). Using compositional and Dirichlet
models for market share regression. Journal of Applied Statistics, 45(9), 1670-1689

11. Muller, I., Hron, K., Fiserova, E., Smahaj, J., Cakirpaloglu, P. and Yancakovd, J. (2016).
Interpretation of compositional regression with application to time budget analysis, arXiv preprint
arXiv:1609.07887
] 2. Pawlowsky - Glahn, V. and Buccianti, A. (2011). Compositional data analysis, Wiley

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