Các yếu tố ảnh hưởng đến quyết định lựa chọn điểm đến của khách du lịch châu Âu: Nghiên cứu trường hợp tại thành phố Cần Thơ

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Cac yeu to anh hu'dng den quyet d[nh li/a chon

diem den cua khach du lich chau Au:

Nghien cuU triTo^ng hgrp

tai TP. Can Thof

• HO MINH THCf*
HQYNH HOfa DCfC"
TIEQ PHCTdNG QUYNH**'
N G O Y I N THANH LONG****
Tom tat ^ , , , , . 
Bdi viet sd dung phuang phdp phdn tich dinh lugng de xdc dinh cdc ye'u tddnh hudng den quyet 
dinh lyta chgn cda khdch du lich chdu Au cho diem de'n Can Tha. Ke't qud nghien cdu cho thdy, 
cd 5 ye'u tddnh hudng den quyet dinh lyta chgn cda khdch du lich chdu Au dd'i vdi diem de'n 
Can Tha Id: Dgng ca du lich; Thdi do du khdch; Hinh dnh diem de'n; Chie'n lugc tie'p thi truyin 
thdng; vd Mdi trUdng du lich.

Tuf khoa: diem den, quye't dinh lua chgn, khdch du lich chdu Au, du lich Can Tha

Summary

By using the quantitative analysis method, this study identifies the factors that influence the 
choice decision of European tourists to Can Tho city destination. Research results show that 
there are five factors affecting the aforementioned decision, including: Tourism motivation; 
Tourist's attitude; Destination image; Marketing communication strategy; and Tourism 
environment.

Keywords: destination, choice decision, European tourists. Can Tho's tourism

Gidl TH IEU qud'c te nhff Can Thd, tbi viec nghien ciJu

ve cac ye'u to' anh hffdng de'n quyet dinh
Trong nhffng nam gan day, TP. Can Thd ciing la Iffa ebon diem de'n la rat can thie't, vi no
mot diem de'n day tiem nang, ngay cang thu hiit khach cung cap cac kie'n thffe ve hanh vi quyet
du lich, cung nhff cac nha dau tff trong va ngoai nffdc. dinh Iffa chon diem de'n.

Theo Sd Van hda. The thao va Du Uch TP. Can Thd,

nam 2017, sd' Iffdng khach qud'c te de'n Thanh phd' dat CO S6 LY THUYET VA PHJOfNC 
305.167 Iffdt, tang 118% so vdi nam 2016. Trong dd, PHAP NGHIEN CLfU

Iffdng khach chau Au la 153.590 Iffdt, chie'm hdn 50%

Iffdng khach qud'c te. Do dd, khach du lich den tff chau COsd ly thuyet

Au la dd'i tffdng ly tffdng de nghien cffu ve hanh vi Iffa Dgng ca du lich. Theo Yoon va Uysal 
chon diem de'n du lich Can Thd. ^ ^ (2005), dong ed la stf diSnta td't nhat nhtf
Tuy nhien, de dam bao cho sff phat trien ben vffng "nhu cau va nhu cau tam ly/sinh hoc,
ciia nganh du lich, thi viec md rdng va khai thac thi bao gom cac nguon life khdng the tach
trffdng khach du lich qud'c te dang dat ra nhieu van rdi khdi day trffc tie'p va hda nhap hanh
de, cung nhff thach thffc cho nganh du lich Thanh phd' vi va boat dong cua mot ngffdi". Md'i lien
trong thdi gian tdi. Dd'i vdi mot thi trffdng vin cdn kha he giffa dong cd du lich va quye't dinh lifa
thu ddng trong viec tie'p can trffc tie'p cac nguon khach chon diem de'n dffdc the hien thdng qua

"Trifdng Dai hoc Cong nghe TP. H6 Chi Minh I Email: 
** ThS., VNPT TP. Ho Chi Minh I Email:

***ThS., I Email:

"**TS., Trifdng Dai hoc Cong nghiep TP. Ho Chi Minh I Email:

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Kinhte

va Dtf bao

Slf thue day ciia ddng cd bdi nhu eau sinh
hoe va tinh cam cua ho de di du lich va
keo theo cac thuoc tinh cua diem de'n.

Gid thuye't HI: Dong cd du lich cd anh 
hffdng tich cffc de'n quye't dinh Iffa chon
diem de'n cua khach du lich.

Thdi do du khdch. Thai do eua khach 
du lieh la mot phan khdng the thie'u trong
mdi trffdng tie'p thi cd the tang cffdng
hoac eat giam eac boat dong tie'p thi.
Thai do thffdng dffdc hieu la mffe do ffu
ai hoac khdng thuan ldi cua mot ngffdi
dd'i vdi mot dd'i tffdng tam ly (Ajzen
va Fishbein, 2000). Do dd, danh gia la
thanh phan ehlnh eua eac phan ffng theo
thai do, nhff: eac ea nhan danh gia, dffa
tren niem tin, khai niem, dd'i tffdng va
hoac hanh vi cd the xay ra cua du khach
theo cae chieu td't hoac xau.

Gid thuye't H2: Thai do du khach cd 
anh hffdng tich cffc de'n quye't dinh Iffa
chon diem de'n cua khach du lich.

Hinh dnh diem den. Chi, C. G. va Qu, 
H. (2008) cho rang, hinh anh diem de'n la
bieu hien tinh than cua ca nhan ve kie'n
thffc, cam xiie va nhan thffc tdng the ve
mot diem de'n cu the. Tasci va cdng sif
(2007) tie'p tuc gdi y rang: "Hinh anh
diem den la mot he thd'ng tffdng tac cua
nhffng suy nghi, y kie'n, cam xue, hinh
dung va y dinh hffdng tdi mot diem de'n".
Hinh anh diem de'n dffdc coi la ye'u td'
quan trong trong qua trinh ra quye't dinh
va hanh vi du lich cua khach du lich. Vi
nd thffdng lien quan de'n hinh anh tinh
than dffdc hinh thanh, bdi mot tap hdp
cac thuoc tinh anh hffdng manh me de'n
hanh vi cua khach du lich.

Gid thuye't H3: Hinh anh diem de'n cd 
anh hffdng tich cffc de'n quye't dinh Iffa
ebon diem de'n cua khach du lich.

Chie'n lugc tie'p thi truyin thdng. Cac 
kenh truyen thdng tie'p thi thffdng dffdc
sii"dung trong nganh du lich la quang cao,
ban hang ca nhan, xiic tie'n ban hang,
tie'p thi trife tie'p, quan he cdng chung va
trien lam thffdng mai (Devashish, 2011),
tai lieu quang cao, hoi chd du lich, tie'p
thi trffc tie'p, chffdng trinh giam gia ciia
cac dai ly Iff hanh, quan he cdng chiing,

va sii dung mot ngffdi nd'i tieng hoac nha
bao de truyen ba thdng tin ciia san pham
(Buhalis, 2000)... Cac chie'n Iffdc^ tie'p
thi truyen thdng dung dan se truyen tai
dffdc thdng tin ve diem de'n tdi nhieu dd'i
tffdng khach du lich va tang ldi the' canh
tranh ciia diem de'n vdi nhieu dd'i tffdng
tiem nang.

HINH: MO HJNH NGHIEN 0.(1(1 DE X U A T

HI
Ddng ca du Uch

Thai dp du khach H2

Hinh anh diem den

H 3

Chien luac tiep thi
truyen thdng

Mdi trudng du Uch H5

Nguon: Nhom tac gia de xuat

Gid thuye't H4: Chien Iffdc tie'p thi truyen thdng cd

anh hffdng tich cffc de'n quyet dinh Iffa chon diem den
cua khach du lich.

Mdi trudng du lich. Theo Ritchie va cdng sif (2000), 
mdi trffdng kinh te', chinh tri, hoac ky thuat cdng nghe
cung cd the giiip dinh hinh sff phat trien va kha nang
canh tranh cua cac diem du lich. Sff ddng gdp cua ye'u
td' mdi trffdng du lich cho boat ddng du lich dang ngay
cang quan trong, tao ra ddng life du lich, anh hffdng
de'n quye't dinh Iffa chon va lffu tru cua du khach, dong
thdi cung tao tinh ben vffng cua diem de'n.

Gid thuye't H5: Mdi trffdng du lich cd anh hffdng 
tich cifc de'n quye't dinh Iffa chon diem de'n cua khach
du lich.

Quye't dinh lyta chgn diem de'n. Um va cdng sff 
(1990) cho rang, quye't dinh Iffa chon diem de'n du lich
la giai doan Iffa chon mot diem den du lich tff tap cac
diem de'n ma phii hdp vdi nhu cau cua khach du lich.

Tren cd sd cac nghien ciJu trffdc, nhdm tac gia de
xua't md hinh nghien cffu nhff Hinh.

PhUOngphdp nghien cdu

Nghien cffu thu thap dff lieu thdng qua phdng van
198 khach du lich chau Au de'n du lich tai Can Thd, vdi
29 bie'n quan sat, sff dung ky thuat lay mau thuan tien.
Nhdm tac gia sff dung phan mem SPSS 22.0 de phan

tich dff lieu. Nghien cffu dffdc thffc hien trong thdi gian
tff thang 01/2018 de'n thang 10/2018 (Bdi vie't sddung 
cdch vie't sdthdp phdn theo chudn qud'c te).

KET QUA NGHIEN CLfU

Ket qud kiem dinh dg tin cdy cua thang do

Ke't qua kiem dinh do tin cay cho tha'y, thang do
cd do chinh xac cao, he so' Cronbach's Alpha cua cac
thang do deu cd gia tri ldn hdn 0.7 va he so' tffdng quan
bie'n td'ng hau nhff deu ldn hdn 0.3. Tuy nhien, cd 2

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bie'n quan sat cd he sd' tffdng quan bie'n tdng nhd hdn
0.3 la "Dich vu phu trd"JD5 = 0.141 < 0.3 va "Cac
quang cao tren tivi, radio, bao chi, tap chi"_ MC3 =
0.217<0.3. Do dd, tac gia loai 2 bie'n quan sat nay. Cac
bie'n cdn lai nhff Bang 1.

Ket qud phdn tich nhdn tdcdc Men dgc lap

Ke't qua kiem dinh Barlett dffdc the hien trong Bang
2 cho tha'y, giffa cac bie'n trong td'ng the cd md'i tffdng
quan vdi nhau vdi Sig. = 0.00 < 0.05. Dong thdi, he so 
KMO = 0.911 > 0.05, chffng td, phan tich nhan td de
nhdm cac bie'n lai vdi nhau la thich hdp va dff Ueu phu
hdp cho phan tich nhan to'.

Bang 3 cho thay, 5 nhan td'deu cd gia tri Eigenvalues
> 1. Phffdng sai trich la 68.518% > 50% la dat yeu

cau. Vdi phffdng phap rut trich Principal Components
Analysis va phep quay Varimax, cd 5 nhan td' dffdc riit
trich tff bie'n quan sat. Dieu nay cho tha'y, kha nang giai

BANGl: KET QUA KIEM DINH THANG DO

Khai ni$m

Dong cd du lich

Thai do du khach

tTinh anh diem de'n

Chien lu'dc tiep thi truyen thong

Moi tru'dng du lich

Quyet dinh lifa chon

Ky
hieu
MO
AT
ID
MC
TE
DC
So bien
quan sat

6
5
4
4
4
4
Cronbach's
Alpha
0.887
0.890
0.769
0.807
0.794
0.795

He so' tifdng quan
bie'n tong nho nhat

0.600 (M02)
0.601 (AT3)
0.523 (ID4)
0.585 (MC2)
0.566 (TEl)
0.529 (DC2)

BANG 2: HE SO KMO vA KIEM DINH BARLETT

He so KMO

Mo hinh kiem dinh Barlett

Gia tri Chi-Square

df (bac tif do)

Sig. (gia tri P-value)

0.911

2996.354

253

.000

thich dffdc 68.518% sif thay dd'i ciia bien
phu thudc trong td'ng the.

Qua Bang 4 Ma tran xoay cho thay,
thang do dffdc chap nhan, eac bien deu
cd he so' tai (Factor loading) ldn hdn 0.5
va phan thanh 5 nhdm ye'u to' anh hffdng
de'n quye't dinh lifa chon eiia khach du
lich chau Au dd'i vdi diem de'n Can Thd.

Ket qud phdn tich hoi quy tuyen tinh

Ke't qua he so' hoi quy (Bang 5) cho
tha'y, gia tri Sig. ciia cac bie'n dieu nho
hdn 0.05, do dd cac bie'n doc lap nay deu

cd y nghia giai thich cho bie'n phu thuoc,
khdng bie'n nao bi loai bd. He so' VIF
deu nhd hdn 2, do vay khdng cd da cong
tuye'n xay ra.

Theo he so' Beta (trong sd' hoi quy
chuan hda), mffe do anh hffdng cua bien
TE (mdi trffdng du lich) len bien phu
thudc DC (Iffa ebon diem den) la manh
nha't, vdi gia tri 0.283; thff tff tie'p theo la
MC (0.230); ID (2.15); AT (0.212). Bien
ddc lap cd mffe do anh hffdng tha'p nhat
dd'i vdi bie'n phu thudc la MO (Ddng cd 
du lich) cd trong so' hoi quy chuan hda la
0.154. Phffdng trinh hoi quy tuye'n tinh
dffdc xay dffng, nhff sau:

Quye't dinh lyta chgn cda khdch du 
lich chdu Au cho diem de'n Can Tho = 
d.l54*Dgng ca du lich + 0.283*M6i 
trudng du lich -I- 0.212*Thdi do du khdch 
+ 0.230*Chien lugc tie'p thi truyin thong 
-I- 0.215*Hinh dnh diem de'n.

Danh gia mffe do phu hdp cua mo
hinh hoi quy tuye'n tinh cho tha'y, gia tri
he so'tffdng quan R = 0.861 > 0.5. Day la
md hinh thich hdp de sii dung danh gia
md'i quan he giffa bie'n phu thuoc va cac
bie'n doc lap. Ngoai ra, gia tri he sd R'

hieu chinh'la 0.735 nhd hdn R^ la 0.741
chffng td md hinh phu hdp vdi dff lieu d 
mffe 0.735. NghTa la, cd 73.5% sff bien

Component 
1 
2 
3 
4 
5 
BANG 3: 
Initial Eigenvalues 
Total 
10.687
1.472
1.353
1.176
1.070
%of 
Variance 
46.467
6.401
5.882
5.114
4.654
Cumulative 
%
46.467
52.869
58.750

63.864
68.518

TONG PHCl [dNG SAI TRICH

Extraction Sums of Squared Loadings

Total 
10.687
1.472
1.353
1.176
1.070
%of 
Variance 
46.467
6.401
5.882
5.114
4.654
Cumulative % 
46.467
52.869
58.750
63.864
68.518

Rotation Sums of Squared Loadings

Total

3.488
3.372
3.178
3.037
2.684
%of 
Variance 
15.166
14.661
13.818
13.204
11.669
Cumulative % 
15.166
29.827
43.645
56.84?
68.51!

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Kinhte

la Dirba

thien eua quye't dinh Iffa chon cua khach
du lieh chau Au cho diem de'n Can Thd
do md hinh hoi quy giai thich.

KET LUAN VA HAM Y CHINH SACH

Ke't qua nghien cffu cho thay, ca 5

ye'u to: Dong cd du lich; Mdi trffdng du
lich; Thai do du khach; Chie'n Iffde tie'p
thi truyen thdng; Hinh anh diem de'n
deu cd anh hffdng ty le thuan de'n quye't
dinh Iffa chon eua khach du lieh chau Au
cho diem de'n Can Thd. Trong dd, Mdi
trffdng du lich cd tac ddng manh nhat dd'i
vdi quye't dinh Iffa chon cua khach du
lich chau Au cho diem de'n Can Thd (6
= 0.283); tiep theo la Chie'n Iffdc tie'p thi
truyen thdng (6 = 0.230); Hinh anh diem
de'n (6 = 0.215); Thai do du khach (6 =
0.212) va tac ddng tha'p nha't la Ddng cd
du lieh (6 = 0.154).

Tren ed sd ke't qua nghien cffu, nhdm
tac gia de xua't mot sd' ham y chinh sach,
nhff sau:

Ve Dgng cO du lich. Theo ke't qua

nghien cffu, de dap ffng dffdc dong cd du
lich, tac gia se chu trong thang do "Kham
pha van hda dac thu cua chd ndi" dffdc
cac du khach danh gia cao nha't.

De bao ton va phat trien Chd ndi Cai
Rang, cac cd quan chffc nang cd lien
quan can phd'i hdp va tuyen truyen cho
ngffdi dan thifc hien cac giai phap, nhff:

thie't lap he thd'ng thu gom va xff ly rac
thai; thanh lap ddi thffdng xuyen kiem
tra xff ly cac trffdng hdp gay d nhiem
mdi trffdng tren sdng. Quy hoach, sap
xep boat ddng mua ban va du lich tren
sdng nham dn dinh trat tif va tao my
quan chd ndi, can sap xep, td chffc lai
viec neo dau cua tau thuyen.

Ve Ddm bdo mdi trUdng du lich an 
todn vd thdn thien

Bdo ve mdi trudng du lich tren dia bdn 
TP. Cdn Tha. Md Idp tuyen truyen, giao 
due y thffc cho ngffdi dan dia phffdng ve
bao ve mdi trffdng va canh quan thien
nhien, van hda. Xay dffng nhieu khu ve
sinh cdng cdng va dat nhieu thung rac
than thien mdi trffdng phue vu nhu cau
cua khach du lich, cung nhff ngffdi dan
dia phffdng.

Khuye'n khich syt tham gia cda cdng 
dong dia phuang vdo hoqt dgng du lich 
gilt gin an ninh trat tyt. Tao dieu kien cho 
ngffdi dan dia phffdng dffdc tham gia vao
boat dong du lich va mang lai ldi ich cho
ho cd y nghia rat ldn trong viec bao ve

Bi^n quan sat

MOI 
M02 
M03
M04
M05 
M06 
TE2 
TE4 
TEl 
TE3 
AT5 
AT4 
ATI 
AT2
AT3 
MCI 
MC2 
MC4 
MC5 
ID3 
ID2 
IDI 
ID4

BANG 4: MA TRAN XOAY

Nhan t6'
1
0.628

0.801
0.576
0.627
0.769
0.612
2
0.725
0.689
0.621
0.606
3
0.774
0.727
0.711
0.711
0.700
4
0.741
0.681
0.651
0.589
5
0.750
0.700
0.668
0.587

BANG 5: CAC THONG SO THONG KE CUA BANG COEFICIENTS

He so' hoi quy Coefficients^

Md hmh 
1
Hang so'
MO
TE
AT
MC
ID

Hg s6'h6i quy chuTa 
chu^n hoa 
B 
-.525
.152
.301
.192
.238
.229

Sai sd' chu£n

.190
.046
.051
.045
.052
.051

H6 s6' h6i quy

chudn hoa 
Beta 
.154
.283
.212
.230
.215
t
-2.760
3.282
5.870
4.258
4.603
4.522
Gia 
tri 
Sig. 
.006
.001
.000
.000
.000
.000
Thd'ng kfe 
CoUinearity 
Toletance 
.611
.581
.546
.538

.597
VIF 
1.638
1.722
1.833
1.859
1.674

a. Bie'n phu thuoc: DC

N g u o n : Tinh toan cua nho tac g;a

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mdi trffdng. Can phai giao due y thffc ciia ho trong viec hinh, video clip), tren cac website ve du
bao ve mdi trffdng, khdng xa rac bffa bai, bd rac dung lich. Thdng qua mang internet, quang
ndi quy dinh. ba qua cac trang website cua nhffng
Ddm bdo vdn di an ninh trat tvt vd an todn cho du ngffdi di du lich khac, nhffng facebooker 
khdch. Tang cffdng kiem soat cac boat ddng mua ban, ndi tieng ve mang du lieh, cung nhir 
hffdng dan khach tham quan ciia cac td chffc, ca nhan cac trang mang xa hoi, nhff: Facebook,
va ludn kiem tra ve cac tieu chuan dam bao an toan Twitter, Instagr_am, Youtube... Dieu nay
cho du khach trong qua trinh tham gia hoat ddng du tao sff ke't nd'i d l dang va cung cap thdng
lich tai TP. Can Thd. Giam sat cac van de ve an toan tin du lich cho khach du lich d nhieu ndi
thffe pham trong cac diem an ud'ng, quan an, nha hang, tren the' gidi, dac biet la cac du khach
khach san tren dia ban mdt each thffdng xuyen. chau Au.

Quy hoqch, sdp xep hoqt dgng mua bdn dich vu du Ve ndng cao Hinh dnh diem den 
lich vd hdng hda phue vu du khdch tqi cdc diem tham Cdn ThO

quan, nham dn dinh trat tff va tao my quan cho cac ITinh anh diem de'n la mot ye'u to 
diem tham quan can sap xep, td chffc lai viec mua ban quan trong tac dong de'n quye't dinh lufa
dich vii va hang hda. chon cua du khach chau Au. De md rong

Ve Thai do du khdch khai thac thi trffdng khach du lich chau 
Am thffc dia phffdng la mot ye'u td dffdc du khach Au ndi rieng va thi trffdng qud'c te noi
danh gia cao khi de'n du lich tai TP. Can Thd. De gin giff chung, nhdm tac gia kie'n nghi can chii y
va phat huy nhffng tinh hoa va hffdng vi dac sac cd trong thffc hien cac giai phap sau: Tang cffdng
nhffng mdn an tai ndi day, chinh quyen dia phffdng can cdng tac bao tdn cac diem tham quan
xue tie'n, quang ba va tao thffdng hieu cho nhffng dac san bao gdm tu" nhien, nhan tao va phat trien
cua viing da't nay, nhff: nem nffdng Cai Rang, rffdu man, cac sif kien dac biet; Cac cd sd lffu trii
banh tet la cam, dau Ha Chau... va kinh doanh an ud'ng cung can da dang

Ve Day mqnh cdc chien lUOc tiep thi truyen thdng hda cac dich vu chat Iffdng cao theo tieu

Theo ke't qua nghien cffu, truyen thdng la mot ye'u chuan qud'c te de dap ffng nhu cau cua
td'cd anh hffdng tich cffc de'n quye't dinh Iffa chon diem khach hang. Ben canh dd, viec tao dieu
de'n cua du khach chau Au. Do dd, can day manh cac kien de xue tie'n, thu hut cac hoat dong
boat ddng tuyen tuyen tang cffdng quang ba du lich dau tff phat trien du lich vao Thanh phd
ciia Can Thd tren cac an pham du lich va phan phat cung nen dffdc chu trong bang cac chinh
cho nhieu du khach. Ben canh dd, gidi thieu du lich ndi sach ho trd ve thue, thu tuc hanh chinh
day tren cac phffdng tien thdng tin dai chung (truyen ddn gian.Q

TATLIEU THAMKHAO

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