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    10 views12 pages

    File tham khảo QTMKT

    Uploaded by

    Hạ Giang

    Copyright:

    © All Rights Reserved
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    Tap chi Khoa hoe Tredng Bat hoe Cin Tho Tap 56, $6 3D (2020): 246-25 Tap chi Khoa hoc Trudng Dai hoc Can Tho Phin D: Kinh té'va Phap lut website: sj.ctu.edu.vn DO-10.22144/etujvn.2020.074 CAC YEU TO MARKETING MIX TAC DONG DEN SU HAI LONG VA LONG TRUNG THANH CUA KHACH DU LICH NOI DIA - NGHIEN CUU TRUONG HGP KHU DU LICH CON PHUNG TINH BEN TRE Pham Héng Hai” Trung Cao ding Ding Kho - Bén Tre + Negi chy trdch nhigm vé bat viér- Pham Héng Hal (email: phamhonghat3@gnall.com) ibbnaitn chara: ABSTRACT ang tin chung Naty nin boi: 0403/2020 The aim of this study isto examine the relationship between the service ‘aeynhign bai sia: 11/04/2020 marketing mis, tourist satisfaction and tourist loyalty. The participants are gay duyét dmg: 29/06/2020 domestic the tourists choosing Con Phumg resort in Ben Tre province as a destination. The seales were assessed by Cronbach's Alpha coefficlem, Tite: exploratory factor analysis, confirmatory factor analysis and the Factors of marketing mix Inpotheses were tested through structural equation model. The results of 0., théa dién kign dé sir dung két qua phan tich. Ca 31 bign quan sit dnge dua vio phan tich theo teu chin Eigenvalue1, theo quy te Gutman-Kaiser, 9 nbn 18 duoc trich nit v6i tong phong sai trich 60.14% (50%) vi tit ca cdc he 50 tai Loading-Factor den >0.5, ded8, cae biéu quan sit déu phi hop véi thang olf thuyet (Gerbing and Anderson, 1988) inh nghién cia Bién quan sat i 2 3 (Cac nhin fo rong mé hinh nghién iru 4 6 7 8 9 PRE PRS PRI PRE 390 780 764 S7L Dp? DD4 D3 DDI = 748 741 680. qt Qn qn gra 386 790 675 634 SP3 SPL SP2 oD 754 73 560 SP4 a cx os. 787 786 752 Gc2 Ges Gc am 722 653 ven vel ves 762 747 661 Loy2 LoY1 LOY3 329 695 609 SATI SAT3 SAT 315 320 579 ‘Cronbach's Alpha Enginevalues 7466 3368 2485 9% Variance 23.746 10.605 8.015, ue SSD 318 74 6.690 32 1.943 6.269 793768788 1.655 1.319 1.073 53394254 3.462 887 1.005 3.243 (otgudn: Kt gud dura 249 Wadch ih, nam 209) Tap chi Khoa hoe Tredng Bat hoe Cin Tho 4.4 Ket qua phan tich nan to khang dink (CFA) Tién hanh phan tich nhan t6 hing dinh CFA 61 ‘v6i tat ca thang do trong mo hinh nghién ctu, Bang 4 cho thay céc chi s6 chi-square c6 gid tri p_value =0,000, chi s6 Chisquare dieu chinh theo bac ty do CMIN df <3 (Bentler and Bonett, 1980) vt gid ti cia chi sé RMSEA 0,08 nén theo Steiger (1990), gid trj RMSEA nhur vay la pho hgp. Hai chi so TL, GFI cho gid tri <1, chi sb TLI cag gan 1 va gi tr TLI cang 16n cho thay m6 hinh phd hop t6t hon md fhinh voi gid tri TLT thep. Gia tri TLE dat 0,931 la mot con s6 kbd Ién trong mo hinh nahign cia thue ghitm. Do 46, ching ta e6 thé nbn din m6 hin 166 mite d® phit hop ding ké. Chi s6 GFI cho thay Tap 56, $6 3D (2020): 246-25 ‘quan bé cia phitong sai va higp phuong sai troug ma tran higp phurong sai lé khé tot Phan tich nhan t6 khing dinh (CFA) duoc tiép ‘tue sir dung dé danh gia hé so tin cay tong hop, tinh dou hudng, gid tri hoi ty, gid tri phan bigt va gia tri liga hé Ly thuyet cua mo hin. Dé tin céy cua thang do thirimg diya vio (1) bé 36 46 tin cay téng hop, (2) phuoug sai tich duge vi (3) hé 38 Cronbach's Alpba (Nuonally and Berstein, 1994). Két qua thu duge tr Bing $ cho thiy, hg stn cdy tug bop CR (Composite Reliabilt) cia tte khainigm d&u>0,7 cg ubv phuoug sai trich AVE (Average Variance Extracted) €2u >0.5 (Har er al, 1998) dat yeu cit vé 6 tin cay. Bang 4: Cac chi sé théng ké phan anh a pha hop ciia thang do trong mé hin Far pn Chisquare chi ‘Tén phan tich CFA . squaroDF_yatwe GFE THI CRT RMSEA ‘MB Binh 16i ban cia yéu 18 marketing mix, hai long va > > Too a hiah didn 605912 398 1.522 0.000 A868 A931 44, 046 fia kh du Hil (gud: Kee qu tid st nt 2019) Bang §: Do luoug d9 tin cy cia cde khai nigm —— LOgtroag 5 52 5 Bo ing 3 in a ae 0.765 0523 oie Ting Newb Két qu Ro sit nam 2019) Khii nigm cdy tong phuong sai 48. Két qua kiém djnh va gia thuyét nghién gp (CR)_tvich (AVE) ettu (SEM) Quine cio oe ose qui ude Ingng me hinh aghién cia c6 gif tri Dia diém ost ors Fas ane ie tomas in ish ogitin oot Se Oeyenit O88 Ogg 20,000, gid tri Chi-square = 631,379, be ty do eS os Giese E2122, Chi-square/df= 1,704= 0,08; TLI= 0.926 cone ten Seige — YeCFT=0,929 deu > 0,9 (Bentler and Bonett, 1980, Const ose 2610 Hair etal, 2010), va RMSEA -0.047 = 005 de Co sé vot chit 007 0.533 Sein Ld it t6t (Steiger, 1990), Céc chi s6 tren cho Syl Coot thiy mo hinh xay dung phi hop voi dir igu nghien Tap chi Khoa hoe Dredng Bat hoe Cin Tho Bang 6 cho thay tat ca cdc moi quan bé duge gia thuyét ong mo hin aghien cit 4éu dttge ching minh bang kiém djnh gia thuyét mé hinh SEM. Két aqui uc long cc rong 36 du mang du dong (+) vvi ede mdi quan he d&u 06 P-Vahue no hom 0,05 cing to ee kd nigm tong md hiah I thuyét bao Bang 6; Két qua kiém djnh moi quan hé gitka cic khai Tap 56, $6 3D (2020): 246-25 smcac yéu tS cia Marketing mix ta dag tich cue én ah long va sai long tic dng tich ewe dén long trang thanh ciia du khéch. Diéu nay cho thay ce thang do wong khii nig nghign eit déw phit hop v6i mé hinh ly thuyét dé xudt. Vi nfgm trong m6 hinh (chun hos) oi Saise Gia i ian Mics ‘Tong quan Vaclgs chnin(S.6) (CR)___nghia ®) SAT PR 238 “061 3.907 oe SAT pp 153, 039 2.603 09 saT ar 207 077 2.687 007 saT SP 0 065 3.405 oe SAT cx 302 “068 4.609 a SAT cc 151 066 2216 023 SAT csve 157 067 2504 020 Loy SAT 341 066 5.189 oe (Oiguin: Két qua Kho sdt 249 Rhdch du lich, nam 2019) Ket qua phan tich 6 Bang 6 va Hinh 3 cho thay cae yeu to marketing mix tac dng tich ewe den su hai lang va sr ha long tae déng tich ene én long trung thanh ciia khdch du lich khi én Cén Phyng. __ The nhdt, két qua nghin cfu cho thy bay yéu 95%, phi hop véi cac nghién ctu duge trich dan xay ‘ing thang do aghiea cis. Nehien ems elxiag minh ca bay yéu t6 marketing mix te dong tich cue dé sur bai dag cna khich du ich, két qua aghién cima phir hop vii nghién cir Rasyid er al (2017), Alipour (2018), va nghign eit cia Rabman et a! (2019) ngoai tre yeu to quang céo. Trong d6, yeu to ‘con agi tée dong mgah ubat één si hii long. day Ja mot uu diém cua khu du lich Con Phung, trong kh ba yeu t6 gi ca, din digm vi co so vat chat tée dng thip nbét dén sy hai long cia du khach. Du Ikhich cho bigt mie dit Cdn Phung o6 niém yét gis ‘cdc san pham va dich vu nhung nhin chung gid dich vw tai day vin cao hon cic diém du lich lan cj Ngodi ra du kéch cho bigt co s¢ vat chit tai Con Phung van con don digu va chua co doi moi, ben can 6 duing bo di vio noi day eho di va cha ob bién huéng dan di vio gay khé hin cho du khdch. Thie hat, thang Go st hai Yong bao gdm 3 bién «qa sit vi do tin cy 95% phit hop voi thang do cia Anderson and Srinivasan (2008). Shi long bi the dong bai ca ‘bay yéu 0 mark ting mix trong yéu 3 mank abt 0 vi cic yeu 18 ‘ctu chimg minh thoi gian gua Ban Quan ly Cén Phung di c6 chién liroc marketing tac dong tich cue den sy hai long cia du héch, Tuy nhién nghién eiru cho thay van con ba ‘yeu t6 tie doug thap dén su hai Jong cia du khiich kai dén Con Phung. Thic ba, thang do long trung thanh bao g6m ba bign quan sit wid tn cdy 95% phi: hop v6t thang to cia Yoon and Uysal (2005). Trong ba biéa quan ¥ dink tro lai Con Phyng tac dong man nbat

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