Quang Sơn full

SVTH: Ng Vit Quang Sn

GVHD: Th.S H Th Hng Lan

TAI: NH GI S HI LNG CA DU KHCH QUC

T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY TNHH DU LCH BN NG CHU TI HU T CHCPHN I: T VN

A.1

Ly do chon tai Trong nhng nm gn y, tc pht trin ca du lch - ngnh cng nghip

khng khi ti Vit Nam lun t mc cao, gp phn to nn hiu qu v nhiu mt cho nn kinh k cng nh to ra bc chuyn bin trong x hi ca t nc. Ch tnh ring trong nm 2009, thu nhp x hi t du lch nc ta c t 96.000 t ng, ng gp 4% GDP ca c nc. V cng theo nh hng chin lc pht trin du lch Vit Nam n nm 2020, tm nhn 2030 ca ng v chnh ph th du lch s dn ng vai tr l mt trong nhng kinh t mi nhn, mang li ngun thu ln cho x hi, to ra nhiu cng n vic lm, qung b mt cch su rng hnh nh ca t nc v con ngi Vit Nam n bn b trn ton th gii. Trong , c nhng mc tiu ht sc c th nh n nm 2020 a Vit Nam tr thanh im n hp dn, co ng cp trong khu vc; nganh du lich thc s tr thanh nganh kinh t mui nhon, co tinh chuyn nghip, hin ai, co cht lng, co thng hiu, co sc canh tranh, mang m ban sc vn hoa Vit Nam va thn thin mi trng. n nm 2020 on 7-8 triu lt khach quc t; 32-35 triu lt khach ni ia; thu nhp trc tip du lich at 10-11 ty USD, ong gop 5,5-6% GDP, tao ra 2,2 triu vic lam trong o 620.000 vic lam trc tip. ( Trch Bo co im t pha trong Chin lc phat trin du lch Vit Nam n nm 2020, tm nhin 2030 ca Tin s H Vn Siu- Ph V trng V T chc cn b Tng cc Du lch).NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



Ni n du lch Vit Nam, khng th khng ni n C Hu - kinh mt thi ca vng triu nh Nguyn, thnh ph ca nhng di sn vn ha gn lin vi lch s dn tc, trung tm du lch ca min trung vi hai di sn vn ha th gii c UNESCO cng nhn t lu l im dng chn khng th thiu ca du khch quc t trong qu trnh khm ph, tm hiu v p ca t nc, con ngi Vit Nam. n vi mnh t di sn ny,du khch khng ch c m mnh trong khng gian vn ha, kin trc c xa m cn c tham gia, tri nghim nhiu hot ng thng ngy gn lin vi cuc sng bnh d ca con ngi x Hu. Vi tim nng v th mnh sn c, du lch Tha Thin Hu v ang ngy cng pht trin ln mnh, khng ch l im n hp dn thu ht mt lng ln khch du lch hng nm m y cn l mnh t mu m, trn y c hi cho cc cng ty du lch hot ng v tm kim thnh cng. Trong tng s gn 20 cng ty kinh doanh hot ng du lch, l hnh hin nay ang hot ng trn a bn tnh Tha Thin Hu th Cng ty Du lch Bn ng Chu (tn Ting Anh l Asiana Travelmate) chi nhnh Hu l cng ty xut hin vi tui i cn rt non tr, ra i vo nm 2008 tuy nhin c nhng bc pht trin vt bc, to dng c uy tn trong lng du khch vi cch thc t chc cc dch v du lch mi l, cht lng cao, theo tiu ch p ng cc yu cu c nhn ca khch du lch. Mt trong nhng sn phm du lch tiu biu nht, thu ht c nhiu du khch c bit l du khch quc t nht ca cng ty l Tour du lch Tham quan c Hu hay cn c bit n vi tn gi Hue city one day bao gm cc dch v tham quan qun th kin trc cung nh Hu - di sn vn ha th gii c UNESCO cng nhn. Nhn thy vic nh gi mt cch khch quan v chn thc v thi ca du khch quc t sau khi tham gia tour du lch Tham quan c Hu l mt nhu cu thit yu v c tnh thc tin cao, ti quyt nh thc hin ti nghin cu nh gi s hi lng ca du khch quc t v cht lng dch v Tour du lch Hue city one day do chi nhnh cng ty du lch Bn ng Chu ti Hu t chc.

NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



A.2

Muc tiu nghin cu - H thng ho cc vn l lun v thc tin v hot ng kinh doanh dch v Du

lch, c bit l cng tc t chc, nh gi cht lng dch v, hot ng ca cc cng ty trong mi trng cnh tranh du lch. - Xc nh, phn tch cc yu t nh hng n cht lng dch v ca mt tour du lch. - Phn tch v nh gi cht lng dch v do cng ty Du lch Bn ng Chu chi nhnh Hu t chc. - xut mt s gii php nhm nng cao sc cnh tranh, tng cng kh nng thu ht khch du lch i vi cng ty Du lch Bn ng Chu . A.3 i tng, pham vi nghin cu A.3.1 i tng nghin cu Khch du lch quc t tham gia tour du lch Hue city one day do cng ty Du lch Bn ng Chu chi nhnh Hu t chc. A.3.2 Pham vi nghin cu - Phm vi khng gian: trn a bn thnh ph Hu. - Phm vi thi gian: + D liu th cp: t 2008 2010 + D liu s cp: thng 3-4/2011 A.4 Phng phap ngin cu A.4.1 M hnh nghin cu S dng m hnh thang o cht lng dch v SERVQUAL ca Parasuraman bao gm 5 yu t:




a. S tin cy (reliability): th hin kh nng thc hin dch v ph hp v ng hn ngay ln u. b. p ng (responsiveness): th hin s sn lng ca nhn vin phc v nhm cung cp dch v kp thi cho khch hng. c. Nng lc phc v (assurance): th hin trnh chuyn mn v cung cch phc v lch s, nim n vi khch hng. d. S ng cm (empathy): th hin s quan tm chm sc n tng c nhn khch hng. e. Phng tin hu hnh (tangibles): th hin qua ngoi hnh, trang phc ca nhn vin phc v, cc trang thit b thc hin dch v. A.4.2 Phng php thu thp s liu S liu th cp bao gm cc bng s liu sau : Tnh hnh khai thc khch du lch nc ngoi ca Cng ty Du lch Bn ng Chu . Kt qu hot ng kinh doanh ca Cng ty Du lch Bn ng Chu trong 2 nm 2009-2010. S c cu b my t chc. Cc s liu khc qua sch, bo, internet v cc kha lun cc nm trc. S liu s cp: iu tra thng qua bng hi. Phng php chn mu: chn mu ngu nhin n gin thng qua vic pht bng hi ngu nhin cho cc du khch quc t s dng Tour Hue city one day ca Cng ty Du lch Asiana Travelmate . Cng thc tnh quy m mu ca Linus Yamane:




Trong : n : quy m mu N: kch thc tng th, N= 1752( tng lng khch quc t ca Cng ty Cng ty Du lch Asiana Travelmate chi nhnh Hu trong nm 2010). e: sai lch. Chn khong tin cy l 90% nn mc sai lch e = 0,1. p dng cng thc, ta c quy m mu l: n = 1752 / ( 1 + 1752 * 0,12 ) = 94,6 => iu tra 95 khch. A.4.3 Phng php phn tch x l s liu ti s dng phng php phn tch thng k bng phn mm SPSS phin bn 16.0, c th: - Thng k tn sut (Frequency), m t (Descriptive), phn trm (Percent) - Phng php kim nh trung bnh tng th (One sample T Test) khng nh xem gi tr kim nh c ngha v mt thng k hay khng. - Phng php phn tch phng sai mt yu t (Oneway ANOVA) v tui, gii tnh, quc tch xem xt s khc nhau v kin ca khch hng. A.4.4 Phng php duy vt bin chng Xem xt cc s vt, hin tng trong mi quan h rng buc ln nhau, trong s vn ng pht trin t thp n cao, trong s chuyn ha t lng sang cht.




PHN II: NI DUNG V KT QU NGHIN CU CHNG I: TNG QUAN V VN NGHIN CUA. A.1

C S L LUNKhi nim c bn v khch du lch v chng trnh du lch

A.1.1 Khi nim du lch Du lch l ngnh kinh doanh tng hp nn vi mi gc khc nhau, mi quc gia, mi khu vc, mi a phng khc nhau ngi ta a ra nhng nh ngha khc nhau. Theo t chc du lch th gii UNWTO: Du lch l ton b hot ng ca con ngi n v li ti nhng ni ngoi mi trng hng ngy ca h trong mt thi gian nht nh, vi mc ch gii tr, cng v hay nhng mc ich khc. Theo Lut du lch Vit Nam ban hnh ngy 14/060/2005: Du lch l cc hot ng lin quan n chuyn i ca con ngi ngoi ni c tr thng xuyn ca mnh nhm p ng nhu cu tham quan, tm hiu, gii tr, ngh dng trong khong thi gian nht nh. A.1.2 Khch du lch A.1.2.1 Khi nim khch du lch Theo iu 10 khon 2, Php lnh Du lch Vit Nam: Khch du lch l ngi i du lch hoc kt hp i du lch, tr trng hp i hc, lm vic hoc hnh ngh nhn thu nhp ti ni n. A.1.2.2 Phn loi khch du lch a) Theo quc tch:

Khch du lch quc t




T chc du lch th gii UNWTO nh ngha: Khch du lch quc t l nhng ngi ving thm mt nc ngoi ni c tr thng xuyn ca mnh trong thi gian nhiu hn 24 gi nhng khng qu mt nm v khng nhm mc ch kim tin. Theo khon 3, iu 34, chng 5 Lut Du lch Vit Nam: Khch du lch quc t l ngi nc ngoi, ngi Vit Nam nh c nc ngoi vo Vit Nam du lch; cng dn Vit Nam, ngi nc ngoi c tr ti Vit Nam ra nc ngoi du lch.

Khch du lch ni a:

Theo nh ngha ca t chc du lch th gii UNWTO: Khch du lch ni a l nhng ngi c tr trong nc, khng k quc tch thm ving mt ni c tr thng xuyn ca mnh trong thi gian t nht 24 gi cho mc ch no ngoi vic hnh ngh kim tin ti ni c thm ving. Theo khon 2, iu 34, chng 5 Lut Du lch Vit Nam: Khch du lch ni a l cng dn Vit Nam, ngi nc ngoi thng tr ti Vit Nam i du lch trong phm vi lnh th Vit Nam. b) Theo mc ch chuyn i: Khch du lch i v mc ch ngh ngi, gii tr. Khch i thm ving ngi thn, bn b. Khch i du lch cng v kt hp vi gii tr.

c) Theo cch t chc chuyn i: Khch du lch theo on: cc thnh vin tham d theo on v c s chun b t trc.




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Khch du lch i l: l nhng ngi i du lch mt mnh hoc i cng vi ngi thn, bn b. H c nhng chng trnh ring, c th h t sp xp hoc ng k vi cng ty du lch v chng trnh dnh ring cho h.

d) Theo c im kinh t x hi: Theo tui. Theo gii tnh. Theo ngh nghip. Theo thu nhp.

e) Theo di thi gian chuyn i: Khch du lch ngn ngy: l nhng khch c thi gian lu li ti ni n t 2-3 ngy, thng l i ngh cui tun, theo tour ca cng ty du lch. Khch du lch di ngy: l nhng khch c thi gian i 1 tun hoc 10 ngy tr ln, thng l cc chuyn i xa, ngh h, ngh Tt... A.1.3 Chng trnh du lch A.1.3.1 Khi nim chng trnh du lch Theo tc gi David Wright trong cun T vn ngh nghip l hnh vit: Chng trnh du lch l cc dch v trong l trnh du lch. Thng thng bao gm dch v giao thng, ni n , di chuyn, tham quan mt hoc mt s quc gia,vng lnh th hay thnh ph. S phc v ny phi c ng k y hoc k hp ng trc vi mt doanh nghip l hnh v khch du lch phi thanh ton y trc khi cc dch v thc hin. Theo cun T in qun l du lch, khch sn v nh hng th c hai nh ngha:




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Chng trnh du lch: (Inclusive Tour- IT) l cc chuyn du lch, gi ca chng trnh bao gm vn chuyn, khch sn, n ung... v mc gi ny r hn so vi mua ring l tng dch v.

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Chng trnh du lch trn gi (Package Tour) l cc chng trnh du lch m mc gi bao gm vn chuyn, khch sn, n ung... v phi tr tin trc khi i du lch.

A.1.3.2 Phn loi chng trnh du lch C nhiu tiu thc khc nhau phn loi chng trnh du lch: a) Cn c vo ngun gc pht sinh: c 3 loi Chng trnh du lch ch ng: l loi chng trnh m doanh nghip l hnh ch ng nghin cu th trng, xy dng cc chng trnh du lch, n nh cc ngy thc hin, sau mi t chc bn v thc hin chng trnh. Chng trinh du lch b ng: l loi chng trnh m khch t tm n doanh nghip l hnh, ra cc yu cu v nguyn vng ca h. Trn c s doanh nghip l hnh xy dng chng trnh. Chng trnh du lch kt hp: l s ha nhp ca c hai loi trn. Doanh nghip l hnh ch ng nghin cu th trng, xy dng chng trnh nhng khng n nh ngy thc hin. b) Cn c vo mc gi: Chng trnh du lch theo mc gi trn gi: bao gm hu ht cc dch v, hng ha pht sinh trong qu trnh thc hin chng trnh du lch. Gi ca chng trnh l mc gi trn gi. Chng trnh du lch theo mc gi c bn: ch bao gm mt s dch v ch yu ca chng trnh du lch vi ni dung n gin. Hnh thc ny thngNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



do cc cng ty hng khng bn cho khch du lch cng v. Gi ch bao gm v my bay, mt vi m ng khch sn v tin taxi t sn bay ti khch sn. Chng trnh du lch theo mc gi t chn: khch du lch c th ty la chn cc cp cht lng phc v khc nhau vi mc gi khc nhau. Cp cht lng c xy dng trn c s th hng khch sn,mc tiu chun n ung hoc phng tin vn chuyn. Khch c th c la chn tng thnh phn ring r ca c mt chng trnh tng th. c) Cn c vo ni dung v mc ch chuyn i: Chng trnh du lch ngh ngi, gii tr v cha bnh. Chng trnh du lch theo chuyn : vn ha, lch s, phong tc tp qun. Chng trnh du lch cng v MICE ( Meeting- hi hp, Incentive- khen thng, Convention- hi tho, Event- s kin). Chng trnh du lch sinh thi. Chng trnh du lch tn gio, tn ngng. Chng trnh du lch th thao, khm ph, mo him. Chng trnh du lch tng hp.

A.1.3.3 c im ca chng trnh du lch Chng trnh du lch nh mt dch v tng hp, mang tnh trn vn c to nn t cc dch v ring r ca cc nh cung cp khc nhau. Do vy, chng trnh du lch mang nhng c im vn c ca sn phm du lch. Cc c im l: tnh v hnh, tnh khng ng nht, tnh ph thuc vo nh cung cp, tnh d b sao chp, tnh thi v cao, kh nh gi c cht lng dch v v tnh kh khn.




A.2

nh gi cht lng dch v

A.2.1 Khi nim v cht lng sn phm dch v ca cng ty l hnh Mt s chuyn gia v cht lng nh ngha nh sau: Powel (1995): Cht lng dch v l s khc bit gia mong i v nhn thc v dch v thc s nhn c. Parasuraman (1998): Cht lng dch v l s nh gi ton din v thi hng ti s xut sc ca dch v. Crosby Cht lng l s p ng cc nhu cu Deming Cht lng l tin cy c th bit trc m bo rng chi ph thp nht, ph hp vi th trng. Juran Cht lng l s ph hp khi s dng, iu ny do ngi s dng nh gi. Zeithaml & Britner (1996): Cht lng dch v l s cung cp dch v xut sc so vi mong i ca khch hng. Theo TCVN v ISO 9000: Cht lng dch v l mc ph hp ca sn phm dch v so vi cc yu cu ra hoc nh trc ca ngi mua. o lng cht lng ca dch v c cm nhn bi khch hng vic u tin l phi khi nim ha cc thnh phn ca cht lng dch v c th thit k thang o dnh ring cho n. Parasuraman & Ctg (1985) cho rng, bt k dch v no, cht lng ca dch v cm nhn bi khch hng c th m hnh thnh 10 thnh phn. l : 1. Tin cy (Reliability): ni ln kh nng thc hin dch v ph hp v ng thi hn ngay ln u tin. 2. p ng (Responsiveness): ni ln s mong mun v sn sng ca nhn vin phc v cung cp dch v cho khch hng. 3. Nng lc phc v (Competence): ni ln trnh chuyn mn thc hin dch v. Kh nng phc v th hin khi nhn vin tip xc vi khch hng, nhn vin trcNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



tip thc hin dch v, kh nng nghin cu nm bt thng tin lin quan cn thit cho vic phc v khch hng. 4. Tip cn (Access): lin quan n vic to mi iu kin d dng cho khch hng trong vic tip cn vi dch v nh rt ngn thi gian ch i ca khch hng. 5. Lch s (Courtesy): ni ln tnh cch phc v nim n, tn trng v thn thin vi khch hng. 6. Thng tin (Communication): lin quan n giao tip, thng t cho khch hng bng ngn ng m h hiu bit v lng nghe vn lin quan n h nhu gii thch dch v, chi ph, gii quyt khiu ni, thc mc 7. Tn nhim (Credibility): ni ln kh nng to lng tin cho khch hng, tng s tin cy i vi cng ty. Kh nng ny th hin qua tn tui v ting tm cng ty, nhn cch ca nhn vin dch v giao tip trc tip vi khch hng. 8. An ton (Security): lin quan n kh nng m bo s an ton cho khch hng, th hin qua s an ton v vt cht, ti chnh, cng nh bo mt thng tin. 9. Hiu bit khch hng (Understanding/ knowing the customer): th hin qua kh nng hiu bit nhu cu ca khch hng thng qua vic tm hiu nhng i hi ca khch hng, quan tm n c nhn h v nhn dng c khch hng thng xuyn. 10. Phng tin hu hnh (Tangibles): th hin qua ngoi hnh, trang phc ca nhn vin phc v, cc trang thit b phc v cho dch v. y l 10 thnh phn ca cht lng dch v m n bao qut hu ht mi kha cnh ca mt dch v. A.2.2 c im ca cht lng dch v Mt l cht lng dch v ch c nh gi mt cch chnh xc thng qua ngi tiu dng trc tip. i vi hng ha hu hnh, vic nh gi cht lng ca n c th thng qua s cm nhn v hnh dng, mu sc hay thng qua vic cn, o, ong, m Nhng du lch l mt ngnh kinh doanh dch v, sn phm ca n rt tru tng, phong ph v a dng, l tng hp ca nhiu loi sn phm khc nhau nhm tha mn ng thi rt nhiu nhu cuNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



ca khch hng: ngh ngi, n ung, gii tr v khi cha s dng n khch hng khng th nh gi c. Nh vy c th ni cht lng ca dch v du lch ch yu l do khch hng xc nh. iu quan trng hn c l doanh nghip phi xc nh xem khch du lch c nhu cu g, mong mun g c th p ng c. Hai l cht lng dch v ph thuc vo cht lng cc yu t vt cht to nn dch v. Yu t vt cht tham gia vo qu trnh to ra dch v ng thi n gip qu trnh phc v khch hng c d dng hn. Ba l cht lng dch v ph thuc rt ln vo i ng nhn vin cung cp dch v. Nhn vin l ngi trc tip tham gia vo qu trnh cung ng dch v, h to ra mi quan h vi khch hng v s tha mn ca khch hng ty thuc phn ln vo trnh v kh nng ca i ng nhn vin ny. Bn cnh , vai tr qun l ca nh doanh nghip cng rt quan trng. Do , to ra mt dch v hoc mt lot cc dch v i hi phi c nhiu tip xc gia nhn vin phc v vi khch hng cho nn nguy c khng ng nht v cht lng dch v l rt ln. c cht lng dch v tt i hi tt c cc nhn vin phi c trnh nghip v tt, hiu r chc nng nhim v ca mnh. Bn l cht lng dch v i hi tnh nht qun cao v thi gian, a im, thi phc v ca nhn vin tip xc trc tip vi khch hng v cc giai on trong qu trnh cung cp dch v. A.2.3 Nhng nhn t nh hng n nh gi ca du khch quc t i vi cht lng dch v chng trnh du lch nh gi ca khch du lch i vi cht lng chng trnh du lch ni chung l khng c mt thang o chnh xc nht nh, v n l s cm nhn ca mi ngi. V cm nhn ca mi ngi chu s chi phi ca nhiu yu t khch quan v ch quan khc nhau. Hn na, cht lng dch v du lch l cht lng ca hng ha v hnh, vic nh gi cht lng cng kh khn hn. Tuy nhin, nh gi ca du khch thng b chi phi bi cc nhn t:NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



Cc nhn t ch quan: o L s mong i tht s ca khch hng trc khi thc hin chuyn i. o Cc yu t thuc v c nhn ca mi khch hng: trng thi tnh cm ( bun, vui), tm l ( s thch, th hiu ca khch trong vic n ung, ng ngh), tnh cch ca khch ( khch c tnh cch vui v ha ng hoc l ngi kh tnh, ngi kh gn), ngun gc xut x cng nh hng rt ln n vic nh gi ca du khch, tui, gii tnh, thu nhp Cc nhn t khch quan: o C s vt cht ca im n du lch, cc dch v du lch n tip khch: thit b, phng tin vn chuyn, c s vt cht lu tr, nh hng o Thi phc v ca i ng nhn vin: y l mt trong nhng yu t quan trng nh hng n quyt inh nh gi cht lng mt chng trnh du lch ca khch. Dch v m khch hng cm nhn khng th tch ri khi s phc v. l thi phc v ca: hng dn vin, li xe, nhn vin khch sn, nhn vin nh hng v c thi ca ngi dn ti im n du lch. o Gi c ca dch v: dch v du lch l mt loi sn phm v hnh, do ch c th nh gi sau khi s dng. Khch du lch s t c s hi lng, nh gi chng trnh du lch l tt nu nh h cm thy nhng dch v m h nhn c tng xng vi chi ph m h b ra. o Hot ng qung co, marketing chng trnh du lch ca cng ty l hnh: khi a ra chng trnh, cng ty cam kt thc hin chng trnh nh th no v ni lu tr, phng tin a n, sut n ThcNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



t ca mt tour du lch v nhng ha hn trong t chng trnh phi c s ng nht, hn ch n mc thp nht s chnh lch trong cm nhn ca du khch. o Cc yu t khc nh: thi tit, cc vn v chnh tr, x hi cng gp quyt nh n nh gi ca du khch i vi cht lng chng trnh du lch.

A.2.4 Phng php o lng cht lng dch v Thang o SERVQUAL ca Parasuraman (1988) l cng c o lng cht lng dch v kinh in c nhiu nh nghin cu ng dng rng ri nht trn th gii. Parasuraman a ra 5 ch tiu nh gi cht lng dch v, cc ch tiu c lit k theo th t tm quan trng gim dn tng i vi khch hng, l: S tin cy, Tinh thn trch nhim, S m bo, S ng cm v Tnh hu hnh. S tin cy (Reliability): s tin cy chnh l kh nng cung cp dch v nh ha mt cch tin cy v chnh xc, n cn bao gm s nht qun, s n nh m ngay t u cung ng dch v thng tin phi thc hin. m bo dch v tin cy l mt trong nhng s mong i ca khch hng. Tinh thn trch nhim (Responsiveness): l s sn sng gip khch hng mt cch tch cc v cung cp dch v mt cch hng hi. Trong trng hp dch v sai hng, kh nng khi phc nhanh chng c th to ra cm nhn tch cc v cht lng. S m bo (Assurance): l vic thc hin dch v mt cch lch s v knh trng khch hng, giao tip c hiu qu vi khch hng, thc s quan tm v gi b mt cho h. S ng cm (Empathy): th hin vic chm sc chu o, ch n c nhn khch hng. S ng cm bao gm kh nng tip cn v n lc tm hiu nhu cu ca khch hng.NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



Tnh hu hnh (Tangibles): l s hin din ca iu kin lm vic, trang thit b, con ngi v cc phng tin thng tin. Dch v cng phc tp v v hnh th khch hng s cng tin vo cc yu t hu hnh. Mi trng vt cht xong quanh dch v l phn chnh yu phn nh tnh hu hnh ca dch v. Mi trng vt cht bao gm c h thng c s vt cht trc tip tc ng vo dch v v nhng du hiu vt cht khc do yu cu ca vic cung ng v tiu dng dch v xut hin. Parasuraman c xem l ngi u tin nghin cu cht lng dch v mt cch c th v chi tit trong lnh vc tip th vi vic a ra m hnh 5 khong cch trong cht lng dch v: S 1: M hnh Parasuraman v nh gi cht lng dch v




Khong cch [1] l sai bit gia k vng ca khch hng v cm nhn ca nh cung cp dch v v s k vng . S din dch k vng ca khch hng khi khng hiu thu o cc c trng cht lng dch v, c trng khch hng to ra sai bit ny. C 3 nguyn nhn to ra khong cch [1]: o Nguyn nhn th nht l thiu nh hng nghin cu marketing. C ngha l doanh nghip c hot ng nghin cu marketing khng hiu qu hoc khng s dng hp l kt qu nghin cu. o Nguyn nhn th hai l knh thng tin t di ln trn khng hiu qu. o Nguyn nhn th ba l do doanh nghip c nhiu cp bc, thng tin sau khi i qua nhiu cp bc d b bp mo. Khong cch [2] l khong cch gia s hiu bit ca nh cung cp dch v v nhng g khch hng mong ch vi vic chuyn ha chng vo trong nhng tiu chun ca dch v. Khong cch ny c to ra khi nh cung cp gp cc kh khn, tr ngi khch quan ln ch quan khi chuyn cc k vng c cm nhn sang cc tiu ch cht lng c th v chuyn giao chng ng nh k vng. Cc tiu ch ny tr thnh cc thng tin tip th n khch hng. Khong cch [3] l khong cch gia cc tiu chun cht lng dch v c thit lp ca nh cung cp vi cht lng dch v thc t doanh nghip cung cp ra th trng. Khong cch ny c hnh thnh khi nhn vin chuyn giao dch v cho khch hng khng ng cc tiu ch nh. Vai tr nhn vin giao dch trc tip rt quan trng trong to ra cht lng dch v. Cc l do thng gp trong khong cch ny bao gm:NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



o Nhng thiu st ch quan ca nh cung cp: thiu ngun nhn lc c cht lng, qun l v gim st vai tr cc nhn trong cung cp dch v khng thng xuyn v km hiu qu, nhn vin khng c nng lc lm vic nhm, nhng khim khuyt v sai st trong qun tr cung - cu... o Kh khn lin quan n vic s dng cc trung gian marketing, kh khn trong vic qun tr cht lng v m bo tnh nht qun v cht lng. o Khch hng khng nhn thc ng vai tr ca mnh trong qu trnh cung cp dch v v s tng tc ca h vi nhn vin cng nh khch hng khc. Khong cch [4] l sai bit gia dch v chuyn giao v thng tin m khch hng nhn c. Thng tin ny c th lm tng k vng nhng c th lm gim cht lng dch v cm nhn khi khch hng khng nhn ng nhng g cam kt. Khong cch ny sinh ra do cc nguyn nhn sau: o Truyn thng tin theo chiu ngang (gia cc b phn trong doanh nghip). Truyn thng tin gia cc b phn, cc phng ban trong doanh nghip l cn thit nhm t mc tiu chung. Khong cch ny ny sinh l do li truyn tin. V d nhn vin markerting bit chnh xc nhng mong i ca khch hng tuy nhin thng tin khng truyn chnh xc n cc b phn khc ca khch sn, do khng th cung cp dch v ng vi mong i ca khch hng. o Xu hng phng i li ha v cht lng dch v.




Truyn thng bn ngoi l nhn t quan trng, khch hng c th nhn bit doanh nghip thng qua cc thng tin qung co, li ha m doanh nghip gi n khch hng nh nh mt bin php thu ht khch v cnh tranh vi cc i th khc.V th, khi cc thng tin v li ha c a ra nht thit phi thc hin bng mi gi. Nu doanh nghip cung cp nhng thng tin khng chnh xc, phng i la di khch hng th s tc ng xu n lng tin ca khch hng, nh hng n uy tn v mc tiu kinh doanh ca doanh nghip. Khong cch [5] hnh thnh t s khc bit gia cht lng cm nhn v cht lng k vng khi khch hng tiu th dch v. Mong i ca khch hng thng bao gm nhng thuc tnh, nhng li ch, chun mc m ngi tiu dng ngh v k vng dch v nn v cn phi c. Khi nh gi tri nghim dch v, cc mong i ny c ngi tiu dng a ra nh thc o hay chun mc hoc t nht l tham kho so snh. Vi trit l kinh doanh hin i l hng ti khch hng, th vic gim thiu khong cch [5] l rt quan trng trong vic xy dng v duy tr s trung thnh ca khch hng, nng cao kh nng cnh tranh ca cc cng ty.

B.B.1

C S THC TINKhi qut chung tnh hnh v xu th pht trin khch du lch Vit Nam T nm 1986, ng v Nh nc ta vi vic thay i c ch qun l kinh t, m

rng quan h i ngoi to cho ngnh du lch c nhng bc pht trin ng k. Pht trin du lch c nhng tc ng tch cc n pht trin kinh t a phng, thc y s phi hp, lin kt gia cc ban ngnh v cc thnh phn kinh t cng pht trin. Nm 1991, s lng khch du lch quc t n Vit Nam l khong 300 nghn lt. Con s ny tng ln n 2,33 triu lt nm 2001, t gn 3,5 triu lt nm 2005, tc tng trng t khong 11%/ nm. T nm 2006-2010, do s bin ng chung ca tnh hnh kinh t th gii v chu nhiu nh hng ca thin tai, dch bnh, du lch Vit NamNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



cng chu nhiu tc ng bt li tuy nhin lng khch quc t n vi nc ta vn tng v t 5,1 triu lt khch vo nm 2010, cao nht t trc n nay ( S liu Tng cc Du lch 2010). Lng khch du lch ni a cng tng mnh, t 1,5 triu lt nm 1991 ln gn 16 triu lt nm 2005 v cn ch nm 2010 vi k lc 28 triu lt khch tham quan. y l mc tng trng kh cao so vi cc nc trong khu vc v th gii. Biu 1: Lng khch quc t n Vit Nam ( 2005 2010)Triu lt

6 5 4 3 2 1 0

5.05 3.58 4.17 4.25 3.77

3.48

2005

2006

2007

2008

2009

2010

(Ngun: Tng cc Du lch 2010) Tnh n thng 12/2010, du lch Vit Nam thc s vt qua c cn suy thoi trm trng do nh hng chung ca tnh hnh kinh t th gii n lng khch quc t ng nht trong nhng nm quac

t 5.049.855 lt, tng 34,8% so vi cng k nm

2009. Trong , khch n du lch, ngh ngi t 3,1 triu lt ngi, tng 38,8%, khch i du lch cng v t hn 1 triu lt, tng 37,9%, v khch thm thn nhn l 574 nghn lt, tng 10,9%. Khng ch n nhn s gia tng chung v lng khch du lch m th trng cc nc gi khch du lch truyn thng ca Vit Nam cng c s gia tng ng k v s lng nh Trung Quc tng 74,5%, Nht Bn tng 37,7%, c tng 28,1%... Thu nhp x hi t du lch cng c bc pht trin ng khen ngi, t mc trung bnh trn 25%/nm. Nu nh thu nhp x hi t du lch nm 1991 ch l 2.240 t ng th n nm




2005 t mc 34.000 t ng v tnh n cui nm 2010 th con s vt qua mc 96.000 t, ng gp gn 4% vo tng sn phm quc ni ( GDP) ca t nc. Hin nay, Vit Nam l thnh vin ca nhiu t chc v chng trnh hp tc quc t v du lch nh T chc du lch th gii (UNWTO) t nm 1981, thnh vin ca Hip hi du lch vng Chu & Thi Bnh Dng t nm 1989, thnh vin ca Hip hi ng Nam (ASEANTA) t nm 1995, hp tc du lch tiu vng sng Mekong, hp tc gia ba nc Vit Nam Lo Campuchia pht trin tuyn du lch ng b y chnh l mt trong nhng tin quan trng thc y du lch Vit Nam hi nhp v ngy cng pht trin. Tip tc tng trng mnh m ca c du lch ni a v du lch quc t trong nm 2010, nm 2011, ngnh du lch Vit Nam ra mc tiu n 5,5 triu lt khch quc t, 30- 31 triu lt khch du lch ni a, doanh thu 110.000 t ng, ng gp 44,5% GDP c nc. B.2 Tnh hnh pht trin du lch hin nay Tha Thin Hu Ha chung xu th pht trin mnh m ca du lch Vit Nam, du lch Tha Thin Hu trong nhng nm qua cng c bc chuyn mnh mnh m, duy tr v th l mt trong nm im n hp dn ca c nc. Mt trong nhng bc tin ca du lch Tha Thin Hu giai on 2005-2010 l s pht trin nhanh v c s lu tr, t 122 c s vi 3.747 phng v 7.179 ging, sau 5 nm tng ln 310 c s vi 7.221 phng v 13.171 ging.Doanh thu du lch ng thi cng c mc tng trng, t 543 t ng nm 2005 ln 1.130 t ng nm 2010, tc tng trng bnh qun t 20% - 25%/nm, a dch v, du lch chim 44% c cu tng sn phm kinh t. Lng khch du lch n Hu t 1,5 - 2 triu lt/nm, dn u l th trng Php v Ty u, sau l th trng Vit kiu, c tc tng trng nhanh nht, tip n l cc th trng M, Bc M, khu vc ng Nam , Bc v mt s th trng mi. Nm 2010, cng vi pht trin c s vt cht, mt s loi hnh, sn phm du lch mi c trin khai, a vo hot ng, nh cc im du lch sinh thi tm linh pha tyNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



nam thnh ph, cc loi hnh du lch cng ng ti A Li, Phc Tch, Tam Giang. Xu hng x hi ha trong dch v du lch cng gp phn lm phong ph hn sn phm du lch Hu. Cng tc lin kt pht trin du lch c hnh thnh v thc y, vi cc tuyn du lch trn hnh lang ng - Ty v cc im du lch nm trn con ng di sn min Trung : Phong Nha - C Hu - Hi An - M Sn. Biu 2: Lng khch du lch n Hu (2005 2010)1800000 1600000 1400000 1200000 1000000 800000 600000 400000 200000 0 2005 2006 2007 2008 2009 2010 Nm Ni a Quc t

Lt khch

(Ngun: S Vn Ha Th thao v Du lch Tha Thin Hu) Nm 2011, Du lch Tha Thin Hu ra mc tiu thu ht khong 1,7-1,85 triu lt khch (tng 17% so vi nm 2010), trong phn u t 700 ngn lt khch quc t (tng 14% so vi nm 2010), doanh thu du lch t 1.600 t ng (tng 20% so vi nm 2010). Trong nm nay, Tha Thin Hu cng s tp trung pht trin cc sn phm du lch, c bit l du lch bin v m ph, tp trung trin khai k hoch pht trin du lch thnh ngnh kinh t ch lc trong vng m ph Tam Giang - Cu Hai; tip tc phi hp vi thnh ph Nng v tnh Qung Nam xy dng sn phm d lch "Ba a phng mt im n". Ngnh cng s ch trng pht trin h tng dch v du lch, nht l h thng giao thng n cc khu, im du lch cng nh tp trung t chc cc s kin, cc chng trnh vn ho, th thao v du lch khi ng chun b cho Nm du lch quc gia 2012 c ng cai t chc ti Tha Thin Hu, nhm xy dng Tha Thin Hu xng ng l im n mang tm quc gia v th gii.NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



CHNG II: NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH "HUE CITY ONE DAY" DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHCA. GII THIU CNG TY DU LCH BN NG CHU

B.1 Tng quan v cng ty A.1.1 Qa trnh hnh thnh v pht trin Tn Vit Nam : CNG TY TNHH DU LCH BN NG CHU Tn Ting Anh : ASIANA TRAVELMATE TRAVEL COMPANY LIMITED Giy php ng k kinh doanh l hnh quc t s : 0604/2006/TCDL-GP LHQT. Tr s chnh : 113C Bi Vin, Qun 1, TP. H Ch Minh, Vit Nam. in thoi: +84-8 38 38 6678. Fax: +84-8 3836 0735. Email: [email protected]. Website: Asianatravelmate.com. Cng ty TNHH Du lch Bn ng Chu c thnh lp vo nm 2006, trong bi cnh du lch pht trin vi tc mnh m cha tng c Vit Nam v khu vc ng Nam , ng thi cng chu s tc ng ca nhiu yu t bt li cng nh c li n t kinh t, x hi, vn ha v mi trng kinh doanh. i mt vi nhng c hi v thch thc ,Cng ty TNHH Du lch Bn ng Chu pht trin vt ra ngoi mong i trong mt thi gian tng i ngn, l kt qu ca nhng n lc ht mnh ca cng ty trong vic cung cp dch v c nhn vi gi tr ti u, hiu qu v ton vn. 6/2006: thnh lp vn phng ti phng 304 Ta nh Eden, s 4 ng L

Li, thnh ph H Ch Minh. 7/2007: tham gia hot ng du lch ti trung tm du lch H Ch Minh. 11/2007: tham gia trung tm du lch H Ni v thnh lp vn phng du lch

ti H Ni ti s 7 inh Tin Hong, qun Hon Kim.NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



7/2009: thnh lp vn phng du lch ti Hu, a ch 45-47 L Li, thnh ph

Hu. A.1.2 Sn phm v dch v Bn cnh cc chc nng c bn ca mt cng ty du lch nh: t chc cc tour du lch trn gi, phn phi v my bay, t phng khch sn, cc dch v l hnh, Asiana Travel Mate cn cung cp mt lot cc hnh trnh vi hu ht cc im n ti Vit Nam, cc im du lch v cc tour du lch c trng ca hai nc bn Lo v Campuchia. Cc tour du lch lun c thit k v ty chnh hnh trnh sao cho ph hp vi li ch c nhn ca khch hng, bao gm thay i di v thi gian lch trnh, thay i thnh phn cc im tham quan, lu tr sao cho ph hp vi s a dng ca th hiu v ngn sch. Cc sn phm c trng ca cng ty bao gm: Thit k v t chc cc tour du lch phiu lu mo him bao gm xe p, cho

thuyn,leo ni,ln, bi, leo ni Thit k v t chc cc tour du lch kt hp khm ph nhng kinh nghim sng

to vn ha v cc hot ng c bit theo yu cu khch hng theo mt phong cch du lch sang trng. Thit k v t chc cc tour du lch MICE trong nh v ngoi tri cho cc cng ty

cng ty kt hp t chc s kin. c th l cc cuc hp trong cc phng hp tin nghi n cc chuyn du lch cng v trn nhng du thuyn sang trng. cng c th l nhng hot ng phiu lu ngoi tri c t chc mt cch n tng v chuyn nghip cho n cc ba n ti gala c quyn v sang trng. Thit k v t chc cc tour du lch c o theo khi nim New Travel nh du lch

t thin, cc tour du lch gy qu tnh nguyn, cc d n kt hp vi du lch v h tr cng ng.




A.1.3 Khu hiu v s mnh ca cng ty A.1.3.1 Khu hiu

Khu hiu ca cng ty du lch Bn ng Chu l: RESPONSIBLE TRAVEL AND SHARING DU LCH C TRCH NHIM V S CHIA. T khi c thnh lp vo nm 2006, cng ty xy dng nn tng o c "Du lch c trch nhim v s chia" thm nhun vo t tng v hnh ng ca t chc t khp c s n h thng cc mng li, chi nhnh trn khp t nc v thm ch lan ta n cc i tc chin lc ca Bn ng Chu . Cng ty hon ton tin tng trong vic thit lp trch nhim ca cc c nhn v chnh bn thn doanh nghip trong vic cung cp cc dch v nh ha v gii quyt bt k vn pht sinh ngoi mun ca du khch, ph hp vi s nhy cm vi mi trng t nhin v x hi. Bn cnh , cng ty lun n lc mang li li ch cho cng ng a phng, c bit l cng ng ni cng ty hin din bng vic thc hin cc chng trnh h tr, gip ngi dn v c gng thc hin cc chng trnh tip cn cng ng thng qua vic lin kt vi chnh quyn a phng ng thi huy ng mi ngun lc bn trong v bn ngoi cng ty. A.1.3.2 S mnh

S mnh ca Cng ty TNHH Du lch Bn ng Chu t khi mi c thnh lp v lun xuyn sut trong qu trnh hot ng v pht trin l Chm sc khch du lch vi phong cch chuyn nghip nhng lun tn trng cc nhy cm c nhn ca khch hng; cung cp cc dch v du lch vi cht lng cao nht v tt nht n tn tay khch hng ng thi hnh ng c trch nhim i vi s ton vn ca mi trng t nhin v cng ng a phng.(To care for our travelers in a professional, yet personally sensitive manner, providing the highest quality of services and best values possible always delivering our promises and acting responsibly for the integrity of the natural environment and local communities- trch ngun t Asianatravelmate.com.)




A.1.4 Mt s thnh tu t c ca cng ty Cp vng Doanh nghip xut sc 2009 V sc khe cng ng. Gii thng Trusted Brand Index trong hai nm 2009 v 2010 do Thi Bo Kinh T Vit Nam trao tng. Gii thng The Guide Award 2010 Xut sc nht nm dnh cho 125 cng ty du lch dn u ngnh du lch Vit Nam nm 2010. Bn cnh , cng ty cn tham gia nhiu hot ng t thin gip cng ng nh ng h chng trnh i b v nn nhn cht c da cam v ngi khuyt tt ngho 2009" ca Hi Ch thp Thnh ph H Ch Minh, cc chng trnh pht go v tng qu cho cc gia nh neo n, c hon cnh kh khn v nn nhn ca thin tai, bo l ti huyn Minh Ha- tnh Qung Bnh v huyn A Li- tnh Tha Thin Hu trong hai nm 2009 v 2010 A.2 Chi nhnh cng ty Du lch Bn ng Chu ti Hu

A.2.1 Chc nng v nhim v ca chi nhnh A.2.1.1 Chc nng L chic cu ni lin kt thc hin cc chng trnh Tour t vn phng chnh H Ni v Thnh ph H Ch Minh ng thi iu phi cc hot ng Tour khu vc min Trung. Kho st, t chc, thc hin v bn cc Tour tham quan cc im du

lch min Trung, c bit l cc Tour tham quan Hu, Nng v Hi An. Thc hin cc dch v du lch nh thu xe, hng dn vin, t v

my bay, t phng khch sn v cc dch v b tr khc cho du khch c c nhu cu lin h trc tip ti vn phng hoc thng qua bn hng trc tuyn.




Tin hnh cc chng trnh qung b, thm d ti ch ng thi thc

hin cng tc qung b trn Internet v qun l Website ca cng ty. A.2.1.2 Nhim v Chu trch nhim t chc thc hin cc chng trnh Tour ra v m bo thc hin chnh xc cc dch v du lch, tha mn tt cc yu cu ca khch hng. Chu trch nhim trc trc khch hng cng nh lnh o cng ty v hiu qu thc hin cc chng trnh du lch n min Trung. L mt vn phng ring bit, t iu chnh cc hot ng trong phm vi cho php, cn i cc khon chi ph, doanh thu, lp cng n v bo co hiu qu kinh doanh v ban lnh o cng ty. Tham gia nghin cu, hon thin t chc b my qun l v sn xut kinh doanh ca cng ty ng thi phi hp cng s Vn ha th thao v Du lch a phng thc hin cc chnh sch du lch ca tnh v thnh ph. A.2.2 C cu t chc b my ca chi nhnh S 2: C cu t chc ca chi nhnh CTDL Bn ng Chu ti Hu Tng gim cGim c chi nhnh

Phng sale

Phng iu hnh

Phng k ton

Phng Marketing

Phng IT

Online

Direct

Hng

sale

sale

dn vin

Vnchuyn




Gim c chi nhnh: l ngi lnh o cao nht v chu trch nhim ton din v qun l v t chc kinh doanh pht trin ca chi nhnh.Gim c cng l ngi i din hp php ca chi nhnh qua s y nhim cacng ty, chu trch nhim m bo tc tng trng v hiu qu kinh doanh ca chi nhnh, ng thi chu trch nhim gii quyt nhng phn nn, vng mt ca khch ti a bn du lch Hu v min Trung. B phn iu hnh: chuyn su cng tc iu hnh thc hin cc cng vic nh lin h hng dn vin v vn chuyn m bo thc hin chng trnh du lch mt cch hiu qu v kp thi nht. i ng hng dn vin: thc hin hng dn khch theo chng trnh du lch c phn cng. Sau khi hon thnh vic hng dn du khch, hng dn vin phi c nhim v bo co kt qu chi nhnh c c s kim tra thng xuyn cht lng sn phm t a ra nhng gii php hp l cho vic hon thin sn phm ca cng ty. B phn vn chuyn: thuc s qun l ca b phn iu hnh v c nhim v vn chuyn khch du lch n nhng im c trong lch trnh. B phn k ton: thc hin nhim v theo di, hch ton, ghi chp s sch k ton cng nh phn tch hot ng kinh doanh ca chi nhnh. Ngoi ra b phn ny cn nhn nhim v quyt ton cng n ca chi nhnh nhm thc hin tit kim chng lng ph, tht thot hng thng; c nhim v bo co chnh xc v kp thi tnh hnh thu chi ca chi nhnh cho tng cng ty. B phn bn hng: c chia lm 2 loi l bn hng trc tuyn v bn hng trc tip. Nhng nhn vin bn hng trc tuyn ch chim mt s rt t v y l cch thc bn hng cng ty mi p dng ch c gim c chi nhnh v mt nhn vin l chu trch nhim trong vic bn hng trc tuyn. Nhn vin bn hng trc tip cho du khch c nhim v cung cp thng tin chi tit v nhng dch v khch quan tm, thc hin cc thao tc bn hng v m bo cho vic cung cp dch v ca b phn iu hnh thc hin chnh xc. B phn Marketing ca cng ty Bn ng Chu ng chi nhnh Hu c nhim v qun l v thit k trang web ca cng ty cng nh cc tp gp, t ri, pa n qung co, thit k cc chng trnh tham quan mi Hu cng nh trn cc a bn duNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



lch Vit Nam, thc hin vic quan h giao t qua chng trnh gip cng ng, cc s kin c ngha mi trng v x hi ni chung nhm nng cao uy tn ca thng hiu Bn ng Chu . B phn IT( Information Technology) : chu trch nhim trc tip trong vic xy dng website cng ty v x l nhng vn lin quan n my tnh v h thng bn hng ni b ca cng ty. Phng IT c mi quan h mt thit vi phng Marketing do tnh cht cng vic ca IT v Marketing tng t nhau, do 2 b phn ny cng b sung v gip nhau. A.3 Tnh hnh hot ng kinh doanh ca chi nhnh Cng ty Du lch Bn ng Chu ti Hu A.3.1 Tnh hnh ti sn v ngun vn Bng 2.1: Tnh hnh ngun vn ca CTDL Bn ng Chu qua 2 nm 2009,2010. 2010/2009 +/618,1 491,6 126,5 618,1 350,8 267,3 2010/2009 % 201,8 180,9 126,5 201,8 181,1 253,1

2009 Ti sn A. Ti sn ngn hn B. Ti sn di hn Ngun vn A. N phi tr B. Ngun vn ch s hu 607,2 607,2 0 607,2 432,6 174,6

2010 1225,3 1098,8 126,5 1225,3 783,4 441,9

VT: triu ng. ( Ngun: Phng K ton cng ty Bn ng Chu ) Tng ti sn qua 2 nm 2009 v 2010 tng ln ng k ( tng 101,8% tng ng vi 618,1 triu ng). Nm 2010 l nm chng kin s tng ln mnh m ca tng ti sn ca cng ty t 607,2 triu ng ln n 1225,3 triu ng nm 2010. Trong , ti sn ngn hn tng r rt nht qua 2 nm tng 491,6 triu ng (80,9%) nm 2010 so vi nmNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



2009. Nm 2009, t vic khng c ti sn di hn, cng ty sang nm 2010 tng ti sn di hn ca mnh ln 126,5 triu ng do vic cng ty mua v a nh hng King ng Nguyn Sinh Sc, thnh ph Hu vo kinh doanh phc v khch du lch. Do c th ca cng ty Bn ng Chu l cng ty kinh doanh lnh vc cung cp dch v du lch l chnh nn gi tr ti sn ngn hn nhiu hn rt nhiu so vi gi tr ti sn di hn (nm 2010 l 8,68 ln). V ngun vn, c s tng trng mnh v vn ch s hu. Nm 2010, vn ch s hu tng thm 267,3 triu ng (tng 153,1%) so vi nm 2009. iu ny cho thy trong 2 nm qua, hot ng kinh doanh ca cng ty rt hiu qu. N phi tr cng tng thm 350,8 triu ng (tng 81% so vi nm 2009) l do s u t cng cng ty trong vic sa cha v nng cp Nh Hng King cng nh vic thu ht nhiu hn khch du lch khin doanh nghip phi hp tc vi nhiu doanh nghip cung cp dch v du lch nh khch sn, nh hng, vn chuyn nhm phc v ti a nhng nhu cu ca khch du lch. Tm li, tnh hnh ti sn v ngun vn ca cng ty tng mnh trong 2 nm 2009 v 2010. Nhng con s ny phn nh mt s pht trin rt lc quan trn chng ng vn ln tr thnh nh cung cp dch v du lch uy tn hng u trong lnh vc du lch ca Cng ty du lch Bn ng Chu . A.3.2 Tnh hnh lao ng Tnh hnh lao ng ca cng ty Bn ng Chu chi nhnh Hu c s bin ng r rt. Nm 2009 l nm thit lp chi nhnh ca Bn ng Chu Hu, vn phng Chi nhnh Hu ch hot ng trong vng 5 thng (thnh lp thng 7/2009), nhu cu lao ng ca cng ty c bn ch l nhn vin bn hng, qun l chi nhnh v nhn vin iu hnh cho nn s lng ch c 7 ngi. Trong , s lng nhn vin n chim 71,4 % trong khi nhn vin nam ch c 28,6% v trnh ca nhn vin l i hc chim 85,7%, ch 14,3% (1 ngi) l lao ng ph thng do tnh cht cng vic ca nhn vin bn hng v qun l lin quan n vic tip xc vi khch du lch cho nn cng ty ch trng vo vic tuyn nhn vin c cht lng, lao ng ph thng l nhn vin tp v, cng ty khng yu cu cao v trnh .NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



Sang nm 2010, nhu cu m rng cng ty ln cao do cng vic kinh doanh ca cng ty ang trn pht trin, chi nhnh cng ty Bn ng Chu ti Hu chuyn qua a im mi c v tr a l thun li hn nm trn ng L Li l con ph i b tham quan ca khch du lch. Nhu cu nhn vin cng tng do cng ty thy r tm quan trng ca b phn tip th trong kinh doanh. Cng ty lp mt b phn mi l Phng Marketing nn nhu cu nhn vin t 7 ngi nm 2009 ln n 19 ngi nm 2010 bao gm nhn vin ca phng IT v nhn vin bn hng trc tip do lng khch hng ca cng ty tng ln. Nh vy, nhn vin ca chi nhnh cng ty Bn ng Chu ti Hu nm 2010 tng ln 2,7 ln so vi nm 2009. T l nhn vin nam c tng ln 31,6% nhng so vi t l nhn vin n gim xung l 68,4% th vn cn thp hn nhiu. S d c s tng ln nhn vin nam nh vy l do tnh cht cng vic ca phng IT i hi nhn vin hiu bit nhiu v my tnh v lp trnh trang web v ci t nhng phn mm cho h thng bn hng ni b v thng l nhn vin nam c tuyn vo v tr nhiu hn nhn vin n. Trnh hc vn ca nhn vin chi nhnh Hu vn c bo m nm 2010 c 94,7 % nhn vin c trnh i hc v nhn vin lao ng ph thng vn l nhn vin tp v cng ty thu t nm 2009. S nhn vin c trnh i hc nm 2010 tng gp 3 ln nm 2009. Cng ty tht s ch trng n mng Marketing qua vic thu mt chuyn gia Marketing t Malaysia tip qun nhng cng vic Marketing ca cng ty ng thi gip cho nhn vin c iu kin ci thin k nng ting anh ca h. Qua tt c nhng iu cho thy chin lc con ngi vn lun c Bn ng Chu quan tm hng u trong qu trnh pht trin cng ty .

Nm 2009

Nm 2010

So snh 2009/2010 +/Ln 12 2,7

S lng T l % S lng T l % Tng 7 100 19 100 Phn theo gii tnh NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO 2 6 31,6 4 3 CHI NHNHNam TY DU LCH BN NG CHU 28,6 CNG TI HU T CHC N 5 71,4 13 68,4 8 2,6 Phn theo trnh i hc 6 85,7 18 94,7 12 3 Lao ng ph thng 1 14,3 1 5,3 0 1



Bng 2.2: Tnh hnh lao ng ca chi nhnh CTDL Bn ng Chu ti Hu 2009-2010 VT: ngi. ( Ngun: Phng K ton cng ty Bn ng Chu ) A.3.3 Tnh hnh khch quc t n chi nhnhcng ty du lch Bn ng

Chu ti Hu trong 2 nm 2009-2010 Bng 2.3: Tnh hnh khch quc t n chi nhnh cng ty Bn ng Chu ti Hu nm 2009 v 2010 Ch tiu Tng lt khch chi nhnh Hu Khch on Khch l Tng 2009 927 534 1461 2010 2.890 1.753 4.643 2010/2009 +/1963 1219 3182 2010/2009 % 311,7% 328,2% 317,8% VT: lt khch.

(Ngun: Bo co ti chnh chi nhnh CTDL Bn ng Chu ti Hu nm 2009,2010) T 1461 lt khch n vi chi nhnh Hu trong nm 2009, sang nm 2010 con s ny tng ln 4643 lt khch, tc tng l 217,8% cho thy cng ty thit lp c c s vng chc cho s pht trin ca mnh bng vic khai thc tt cc ngun khch trn th gii v nh du s pht trin ca chnh cng ty mnh. Tuy s lt khch ca chi nhnh cng ty Bn ng Chu ti Hu cn thp hn rt nhiu so vi nhng doanh nghip l hnh c mt lu i Hu nh Vietnamtourism-H Ni chi nhnh Hu (8011 lt khch nm 2009), Vidotour chi nhnh Hu (7455 lt khch nm 2009- s liu t cc kha lun ca Tng Th Kim Phng v L Th Qunh Trang k 40 du lch- nhng vi mt cng ty mi ch ra i c 5 nm v chi nhnh Hu ch hot ng c 2 nm, nhng con s trn vn cho thy n lc trong vic pht trin ca cng ty theo mt hng i mi du lch trch nhim m cho n nay trn a bn du lch thnh ph Hu mi ch c mt m hnh pht trin nh cng ty Bn ng Chu .NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



S lng khch tng ln ng k vo nm 2010 nh vy l do nhiu nguyn nhn. Th nht l t vic thc hin chc nng kt ni 3 a bn du lch ln Vit Nam ( BcTrung-Nam), chi nhnh Hu nhn c mt lng khch ln do cc vn phng du lch Si Gn, H Ni gi v. Th hai l vic y mnh cc chin lc tip th lin quan n du lch trch nhim sang nhng th trng mc tiu nh Php, Anh, M, cbng cc hi ch qung co, trang web cng ty vi 2 th ting Anh, v Php, tham gia vo cc t chc du lch trch nhim trn th gii nh Think Green Go Clean, t chc du lch trch nhim th gii WTTC nhm nng cao uy tn ca mnh, cng ty thc s thu ht mt lng khch ln t cc th trng mc tiu quan tm n vic i du lch c trch nhim n mi trng v cuc sng ngi dn a phng. Do , s lng khch on ca cng ty nm 2009 t 927 lt khch ln n 2890 nm 2010, tc tng 211,7% tng ng vi 1963 lt khch. Lng khch l n vn phng chi nhnh cng ty Bn ng Chu ti Hu nm 2009 ch c 534 lt (chim 36,5% trong tng lt khch ca chi nhnh nm 2009) nhng sang nm 2010, lng khch l tng ln 1753 lt (chim 37,8% trong tng lng khch chi nhnh nm 2010). Nh vy, so vi nm 2009, tng lng khch l tng ln 228,2 % tng ng vi 1219 lt khch. L gii cho s tng ln v s lng khch l ca chi nhnh Hu l vic cng ty chuyn n vn phng mi 45- 47 L Li, l trc ng du lch chnh ca thnh ph Hu, l ni m khch du lch hay tn b hoc trn ng i tham quan cc a im du lch Hu v a im ny rt gn cc nh hng, qun Bar ng thi cng ty tha thun vi S Vn Ha Th Thao v Du Lch Hu thnh lp mt trung tm thng tin du lch ni m khch c th n tm hiu cc thng tin du lch, s dng wifi, bn , bo, tp ch du lch min ph to mt li th rt ln cho chi nhnh cng ty Bn ng Chu ti Hu trong vic thu ht khch du lch c nhn trn a bn thnh ph. A.3.4 Kt qu hot ng sn xut kinh doanh qua 2 nm 2009-2010 Bng 2.4: Kt qu hot ng kinh doanh ca chi nhnh cng ty Bn ng Chu ti Hu qua 2 nm 2009, 2010NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



VT: triu ng (Ngun: Bo co ti chnh chi nhnh CTDL Bn ng Chu ti Hu nm 2009,2010) Li nhun sau thu ca chi nhnh cng ty Bn ng Chu ti Hu nm 2010 tng ln 32,9 % so vi nm 2009 tng ng 99,3 triu ng. L gii cho vic nm 2009, doanh nghip l 74,7 triu ng l do nm 2009 l nm nh du s ra i ca Bn ng Chu chi nhnh Hu, trong mt mi trng cnh tranh nh Hu vi lng khch n Hu gim st hn do nh hng ca tnh hnh kinh t v chnh tr trn th gii ng thi doanh nghip cng phi chi tr cho nhiu loi chi ph khi u t chi nhnh Hu cho nn tng chi ph phi b ra ca doanh nghip ln hn hn tng doanh thu t c t li nhun sau thu ca doanh nghip gim l iu tt yu. Tuy nhin con s gim ny vn c cho l kh quan cho vic pht trin ca cng ty trong nhng nm tip theo. Trong nm 2009 ny, do b l nn doanh nghip khng phi tr thu thu nhp doanh nghip nh php lut quy nh. 2009 1. Tng doanh thu 2. Tng chi ph 3. Li nhun trc thu 4. Li nhun sau thu 450 546 (74,7) (74,7) 2010 1.551,9 1.494,3 32,8 24,6 2010/2009 +/1101,9 948,3 107,5 99,3 2010/2009 +/344,9 273,7 143,9 132,9

Nm 2010, vi tnh hnh hot ng c s lin kt cht ch gia cc chi nhnh ca cng ty trn Vit Nam cng nh Lo v Campuchia cng nh vic doanh nghip c mt c s h tng v mi quan h vi cc nh cung cp dch v trong khu vc n nh, doanh thu ca doanh nghip tng ln do s tng ln ca lng khch n chi nhnh v sNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



tng trng ca cc dch v du lch do cng ty cung cp, tng doanh thu ca nm 2010 tng mnh m vi tc tng l 244,9% tng ng vi 1101,9 triu ng. Trong khi , tng chi ph cng tng ln 948,3 triu ng (173,7%) do cng ty phi chi tr cho nhng dch v du lch cho nhng nh cung cp dch v, vic cng ty mua li v qun l nh hng King nh mt b phn ca doanh nghip cng nh tr chi ph bn hng nhiu hn do s lng nhn vin bn hng tng ln v chi ph qun l doanh nghip tng. Do , li nhun trc thu cng ty nm 2010 cn li l 32,8 triu ng v li nhun sau thu l 24,6 triu ng tng 32,9% so vi nm 2009. A.4 Gii thiu Tour du lch " Hue city one day" do chi nhnh cng ty du lch Bn ng Chu ti Hu t chc Trong gn 400 nm (1558-1945), Hu tng l Th ph ca 9 i cha Nguyn ng Trong, l Kinh ca triu i Ty Sn, ri n Kinh ca quc gia thng nht di 13 triu vua Nguyn. Trn nn tng vt cht v tinh thn c hnh thnh Hu t u th k XIV, cc cha Nguyn (th k XVI-XVIII), triu i Ty Sn (cui th k XVIII) v 13 i vua Nguyn (1802-1945) tip tc pht huy v gy dng vng Hu mt ti sn vn ha v gi. C Hu ngy nay vn cn lu gi trong lng nhng di sn vn ha vt th v phi vt th cha ng nhiu gi tr biu trng cho tr tu v tm hn ca dn tc Vit Nam.Tiu biu nht chnh l Qun th di tch ca C c snh ngang hng vi cc k quan hng ngn nm tui ca nhn loi trong danh mc Di sn Vn ha th gii ca UNESCO. n vi Hu, vng t di sn ca min Trung, du khch khng th khng chim ngng v p ca qun th kin trc cung nh Hu bao gm Kinh thnh v h thng lng tm ca cc v vua triu Nguyn. Nm gia lng Hu, bn b Bc ca con sng Hng chy xuyn qua t Ty sang ng, h thng kin trc biu th cho quyn uy ca ch trung ng tp quyn Nguyn vn ang sng sng trc bao bin ng ca thi gian. l Kinh thnh Hu, Hong thnh Hu, T cm thnh Hu, ba ta thnh lng vo nhau c b tr ng i trn mt trc dc xuyn sut t mt Nam ra mt Bc. Xa xa v pha Ty ca Kinh thnh, nm hai bn b sng Hng, lng tm ca cc vua Nguyn c xem lNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



nhng thnh tu ca nn kin trc cnh vt ha. Lng vua i khi li l mt ci thin ng to ra cho ch nhn hng th tiu dao lc cn sng, ri sau mi tr thnh ci vnh hng khi bc vo th gii bn kia. Hm ngha nh vy nn kin trc lng tm y mang mt phong thi hon ton ring bit ca Vit Nam. Lch trnh tham quan trong sut cuc hnh trnh tm v vi ci ngun, hnh trnh khm ph di sn c s a du khch ln lt dng chn, tm hiu kin trc, vn ha v li sng tm linh ca ngi dn x kinh thnh ti cc im tham quan ni ting bao gm: i Ni - biu tng cho sc mnh vng triu nh Nguyn trong gn 400 nm, cha Thin M- ngi cha c knh v mang gi tm linh i vi ngi dn x Hu, lng vua T c- v vua lc bt tng tm, lng vua Khi nh- v vua Ty phng v lng vua Minh Mng- ngi c cng m mang b ci, thng nht t nc v pha Nam. S lng Chi ph/ ngi (USD) 1 khch 85 2 khch 49 3 - 4 khch 39 5 - 9 khch 29

Gi trn bao gm:chi ph vn chuyn bng t, ph tham quan, hng dn vin, n tra ti nh hng sang trng, nc ung v khn lnh. Khng bao gm: ph bo him, chi ph c nhn, tin thng cho Hng dn vin. (Ngun: Gii thiu cc Tour du lch ti Hu ca CTDL Bn ng Chu ) B. PHN TCH NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH "HUE CITY ONE DAY" DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC B.1 Thng tin mu iu tra - S lng phiu pht ra: 110 phiu. - S lng phiu thu vo: 102 phiu. - S phiu hp l: 95 phiu.NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



Trong tng s phiu iu tra pht ra nhn c s phn hi kin t khch du lch quc t th tui ca lng khch ch yu l t 18- 30 tui v 46- 60 tui, u c chung t l l 25,3%. Trong t l nam n l kh cn bng vi hn 47% nam gii v t l n t xp x 53%. Phn loi theo yu t ngh nghip, khch hng ca chi nhnh CTDL Bn ng Chu ti Hu ch yu l nhng nhn vin vn phng, chim 44%; bn cnh cn c mt lng khch ln thuc i tng l nhng ngi ngh hu vi t l khong hn 25%. Ngoi ra, cng ty cn n v phc v nhiu i tng khch hng vi nhiu ngnh ngh khc nhau nh cc doanh nhn, hc sinh- sinh vin, gio vin, thm ch l nng dn v cng nhn tuy nhin s lng khng ng k.

Bng 2.5: Thng tin v i tng khch iu tra Tiu ch Gii tnh Nam N Di 18 tui 18- 30 tui tui 31- 45 tui 46- 60 tui Trn 60 tui Ngh nghip Doanh nhn Gio vin Hc sinh, sinh vin Nhn vin vn phng ngh hu Tn s 45 50 13 24 19 24 15 7 4 8 42 24 T l % 47,4 52,6 13,7 25,3 20,0 25,3 15,8 7,4 4,2 8,4 44,2 25,3




Ngh nghip khc

10

10,5

(Ngun: S liu iu tra thng 3, 4 nm 2011) Phn loi theo quc tch, do lng khch n vi chi nhnh CTDL Bn ng Chu ti Hu ch yu l khch l, t 2-4 ngi nn quc tch ca khch cng rt a dng trong th trng khch Chu u chim t l cao nht vi 59%, bao gm cc quc tch ch yu l Anh, Php, H Lan v B. Du khch n t Chu c, ch yu l khch c v New Zealand chim v tr th hai vi t l 19%. Cn li l du khch Chu ( Hn Quc, Singapore) v Chu M ( Hoa K, Parguay, Uruguay) vi s lng khng nhiu, ln lt t 8% v 14%.Biu 1: C cu mu iu tra phn theo chu lc

8%

19% 59% 14%

Chu u Chu M Chu c Chu

(Ngun: S liu iu tra thng 3, 4 nm 2011) B.2 Kim nh tin cy ca thang o Thang o c thit k da theo thang im Likert vi nm mc nh gi theo th t tng dn t 1 n 5 bao gm: 1- Rt khng hi lng, 2- Khng hi lng, 3- Bnh thng, 4- Hi lng, 5- Rt hi lng. Da theo bng phn tch h s Cronbachs Alpha, tt c cc yu t c nh gi u c h s ln hn 0,7 tc l t mc thang o c th s dng c. y l iu kin tip tc tin hnh cc kim nh tip theo. Bng 2.6: Kim nh tin cy ca thang o bng h s Cronbachs Alpha Tiu ch H s Cronbachs Alpha




nh gi v chi nhnh CTDL Bn ng Chu ti Hu nh gi v Hng dn vin nh gi v khch sn nh gi v nh hng nh gi v phng tin vn chuyn

0,743 0,744 0,816 0.808 0,771

(Ngun: S liu iu tra thng 3, 4 nm 2011) B.3 nh gi kin ca du khch quc t v cht lng dch v tour du lch Hue city one day do chi nhnh CTDL Bn ng Chu ti Hu t chc B.3.1 nh gi cc nhn t tc ng n quyt nh ca du khch quc t la

chn tour du lch Hue city one day do chi nhnh CTDL Bn ng Chu ti Hu t chc Bng 2.7: L do du khch quc t la chn dch v ca CTDL Bn ng Chu Ch tiu Gi c hp l C nhiu tour hp dn L do la chn dch v ca CTDL Bn ng Chu Chng trnh khuyn mi hp dn Bn b khuyn dng y l cng ty du lch uy tn Do tnh c i ngang qua cng ty Nhn vin bn hng c thi phc v tt Tn s 21 11 3 7 6 35 12 T l % 22.1 11.6 3.2 7.4 6.3 36.8 12.6

(Ngun: S liu iu tra thng 3, 4 nm 2011)




Trong s cc l do c du khch a ra gii thch nguyn nhn chn chi nhnh CTDL Bn ng Chu ti Hu t tour du lch khi n vi mnh t c th c ti gn 37% du khch cho rng l do h tnh c i ngang qua vn phng cng ty ti Hu, chim v tr cao nht trong s cc l do c a ra. y cng l iu d hiu bi v vn phng cng ty ti Hu nm a ch 45-47 trn trc ng L Li, l tuyn ng du lch c bit quan trng ca thnh ph ng thi l ni tp trung rt nhiu khch sn, nh hng ni ting, l ni bt u ca cc tuyn tham quan Hu bng ng sng v l con ng lin k vi khu ph Phm Ng Lo- c mnh danh l khu ph Ty ca t kinh thnh. Bn cnh , vn phng ti Hu c s kt hp vi s Vn ha Th Thao v Du lch tnh iu phi vn phng tr thnh Trung tm thng tin du lch, cung cp ton b thng tin v cc tour, tuyn, cc dch v du lch trn a bn cng nh cc tnh ln cn, nh thu ht c mt lng ln du khch n tham quan v tip nhn thng tin hng ngy. ( thm nh vo) Ngoi yu t trn, cc yu t v gi c, thi phc v ca nhn vin v s a dng ca cc chng trnh du lch cng l nhng iu c du khch c bit quan tm v nh gi l mt trong nhng yu t quyt nh n vic mua tour v s dng dch v du lch ca mnh. Bng 2.8: L do du khch quc t la chn tour du lch Hue city one day Ch tiu khm ph vn ha L do la chn tour du lch Hue city one day y l tour du lch c trng ca Hu gii tr n thun V kin trc c o L do khc Tn s 24 53 11 6 1 T l % 25.3 55.8 11.6 6.3 1.1

(Ngun: S liu iu tra thng 3, 4 nm 2011)




nh gi v l do chn tour du lch Hue city one day, hn mt na du khch c hi cho rng v y l tour c trng ca vng t du lch ny. Hu ht du khch n Hu u l ln u tin t chn khm ph c ca Vit Nam nn tm l ca du khch mun s dng, tham gia cc tour du lch ni ting nht, ph bin nht ca Hu cng l iu d hiu, iu ny gp h nm bt mt cch nhanh nht, tn hng tt nht nhng nt vn ha, kin trc c o ca Di sn vn ha th gii c UNESCO cng nhn t nm 1993 n nay . Bn cnh , khm ph vn ha, cuc sng ca con ngi v vng triu nh Nguyn thi xa, qua hiu hn v li sng, phong tc v lch s Vit Nam cng l l do chnh khin du khch tham gia tour du lch, l do ny chim t l hn 25%. B.3.2 nh gi kin ca du khch quc t v cht lng dch v ti chi

nhnh CTDL Bn ng Chu ti Hu Bng 2.9: Kt qu kim nh One Sample T Test v cht lng dch v ti chi nhnh CTDL Bn ng Chu ti Hu Gi tr kim nh= 4 Ch tiu (1) Cung cp dch v ng vi cam kt ban u (2) Trang thit b ca chi nhnh (3) Cung cp y thng tin v cc tour du lch (4) Tnh lch s ca nhn vin (5) S nhit tnh ca nhn vin (6) Kin thc chuyn mn ca nhn vin 95 64 64 64 3,91 4,00 3,98 4,08 0,701 0,563 0,519 0,543 95 64 3,79 3,97 0,634 0,534 N Gi tr trung bnh Sig. (2 - tailed)

(Ngun: S liu iu tra thng 3, 4 nm 2011)NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



Ch thch: Gi thuyt cn kim nh: H0: = Gi tr kim nh (Test value) H1: Gi tr kim nh (Test value) Nu: Sig. > 0,1: chp nhn gi thuyt H0 Sig. < 0,1: bc b gi thuyt H0 Trong tng s 95 phiu nh gi nhn c t pha khch hng th c 31 du khch i du lch theo Tour xuyn Vit nn khng trc tip tip xc vi cc dch v cung cp ti chi nhnh CTDL Bn ng Chu ti Hu, do h khng nh gi cc yu t (2), (4) v (6). Kim nh One Sample T Test nh gi ca khch du lch v cc yu t ti chi nhnh CTDL Bn ng Chu ti Hu , vi gi tr kim nh bng 4 tc l du khch hi lng vi cc yu t trn, khong tin cy 90%, cc gi tr trung bnh t c u nm trong khong t 3 dn 4, ngha l t mc bnh thng cho n hi lng. Tt c cc tiu ch u c mc ngha Sig. ln hn 0,1 nn ta chp nhn gi thit H0, khch du lch hi lng vi ton b cc yu t ti chi nhnh cng ty du lch Bn ng Chu ti Hu bao gm: cung cp dch v ng vi cam kt ban u, trang thit b ca chi nhnh, cung cp y thng tin v cc tour du lch, tnh lch s, s nhit tnh v kin thc chuyn mn ca nhn vin. Trong , cc tiu ch v con ngi c khch hng nh gi cao nht, xp x v vt gi tr kim nh. iu ny phn nh mt thc t l cc nhn vin ca cng ty ti Hu c kh nng ng x, giao tip v h tr thng tin cho du khch kh tt, khin du khch cm thy yn tm v hi lng khi s dng cc dch v ca cng ty. iu ny c c xut pht t hai nguyn nhn chnh. Th nht, cng ty tin hnh o to, tuyn chn nhn vin u vo rt k lng thng qua hnh thc sng lc h s v phng vn trc tip, qua chn c nhng nhn vin va c kh nng chuyn mn cao va c phm cht o c tt. Th hai, cng ty cn c chnh sch thng kh hp l cho cc nhn vin bn hng- nhng ngi thng xuyn giao tip trc tip vi du khch, nh vy thc y ng lc lm vic, thi giao tip ca i ng nhn vin ny.




B.3.3 nh gi kin ca du khch quc t v cht lng hng dn vin Do c th lng khch ca CTDL Bn ng Chu ch yu l khch du lch quc t v lng khch dao ng theo ma, chu s nh hng ca tnh thi v du lch cao nn khc vi cc cng ty du lch Hu thng c cc hng dn vin lm vic trc tip ti cng ty, c cng ty k hp ng lm vic di hn, i ng hng dn vin ca chi nhnh cng ty du lch Bn ng Chu ti Hu l cc hng dn vin t do c cng ty k kt hp ng lm vic theo tng chng trnh du lch, c s tha thun v lng v cc iu khon c nhn theo tng tour khc nhau, ty thuc vo tng thi im khc nhau. y cng l mt trong nhng l do chnh khin cng ty kh lng kim sot cht lng ca hng dn vin sau khi i tour, m ch yu iu chnh thi ca h thng qua s rng buc v mt tnh cm v cc mi quan h c nhn. iu ny phn no c th hin qua cch nh gi ca du khch c trnh by trong bng. Bng 2.11: Kt qu kim nh One Sample T Test v cht lng phc v ca hng dn vin Gi tr kim nh= 4 Ch tiu (5) Kin thc chung v cc im tham quan (6) Ngn ng c th (7) ng phc (8) S thn thin (9) Tnh lch s (10) S nhit tnh 95 95 95 95 95 95 3,84 3,81 3,60 3,88 3,81 3,78 0,016 0,007 0,000 0,040 0,000 0,004 N Gi tr trung bnh Sig. (2 - tailed)

(Ngun: S liu iu tra thng 3, 4 nm 2011)NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



Ch thch: Gi thuyt cn kim nh: H0: = Gi tr kim nh (Test value) H1: Gi tr kim nh (Test value) Nu: Sig. > 0,1: chp nhn gi thuyt H0 Sig. < 0,1: bc b gi thuyt H0 Trong s su yu t c kho st nh gi cht lng hng dn vin phc v, hu ht khch du lch nh gi cao hai yu t kin thc chung v cc im tham quan v s thn thin ca hng dn vin, hai yu t ny ln lt t gi tr trung bnh l 3,84 v 3,88. Tuy nhin, yu t (5)- kin thc chung v im tham quan v cc yu t (6)- ngn ng c th, yu t (7)- ng phc, yu t (9)- tnh lch s v yu t (10)- s nhit tnh ca hng dn vin li c mc ngha sig. thp hn 0, 1 nn cha th kt lun c khch du lch quc t c hi lng vi cc yu t ny hay khng. Vi mc ngha sig. ln hn 0,1 v gi tr trung bnh t 3,88, c th khng nh gi thit H0 l du khch hi lng v tnh thn thin ca cc hng dn vin. B.3.4 nh gi kin ca du khch quc t v cht lng dch v ti khch sn do chi nhnh CTDL Bn ng Chu ti Hu cung cp Trong tng s 95 khch c kho st th c 19 khch t tour trc tip ti vn phng Hu v 76 khch cn li t tour tham quan Hu t chi nhnh ca CTDL Bn ng Chu ti H Ni v Thnh Ph H Ch Minh nn khi n Hu cc du khch ny s dng dch v lu tr ti cc khch sn do cng ty cung cp. Do c th loi hnh dch v cng ty cung cp ch yu l c tour du lch theo nhu cu c nhn khch hng nn vic b tr khch sn cng chu nhiu s tc ng t tm l v s thch ca du khch. Cc khch sn ti Hu thng xuyn c cng ty t dch v lu tr bao gm: Khch sn tiu chun 5 sao Imperial v Celadon; khch sn tiu chun 4 sao Saigon Morin, Romance v khch sn La Rsidence; khch sn tiu chun 3 sao New Star v Mondial. y l cc khch sn ni ting v c cht lng phc v tt trn a bn thnh ph ckho st, la chn k




nn cng ty quyt nh ng k , t chc lu tr cho du khch trong cc chuyn tham quan c lu li Hu. Da vo bng kt qu tng hp kin ca du khch quc t v cht lng dch v ti khch sn, c th nhn thy vi gi tr kim nh l 4 th c 3 yu t tuy t mc gi tr trung bnh l 3,6 n 3,8, tc l trn mc nh gi bnh thng nhng li c mc ngha Sig. thp hn 0,1 nn cha c s kt lun l khch quc t hi lng v cc yu t trang thit b tng qut, cht lng phng v s nhit tnh ca nhn vin khch sn. Hai yu t v cht lng dch v b sung v tnh lch s ca nhn vin l nhng yu t khin du khch cm thy hi lng nht vi gi tr trung bnh cao nht, ln lt t 4,00 v 4,03, cc mc ngha u ln hn 0,1. Bng 2.12: Kt qu kim nh One Sample T Test v cht lng dch v ti khch sn do chi nhnh CTDL Bn ng Chu ti Hu cung cp Gi tr kim nh= 4 Ch tiu N Gi tr trung bnh 3,62 3,80 4,03 4,00 3,70 Sig. (2 - tailed)

(11) Trang thit b tng qut (12) Cht lng phng (13) Cht lng dch v b sung (14) Tnh lch s ca nhn vin (15) S nhit tnh ca nhn vin

76 76 76 76 76

0,000 0,003 0,791 1,000 0,000

(Ngun: S liu iu tra thng 3, 4 nm 2011) Ch thch: Gi thuyt cn kim nh: H0: = Gi tr kim nh (Test value) H1: Gi tr kim nh (Test value) Nu: Sig. > 0,1: chp nhn gi thuyt H0NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



Sig. < 0,1: bc b gi thuyt H0

B.3.5 nh gi kin ca du khch quc t v cht lng dch v ti nh hng do chi nhnh CTDL Bn ng Chu ti Hu cung cp i vi nhng du khch tham gia tour du lch Hue city one day do cng ty cung cp, v chng trnh tham quan ko di c ngy, ng thi mun to iu kin cho du khch c thi gian ngh ngi, thng thc cc mn n ti cc nh hng Hu, nn trong chi ph trn gi tour bao gm chi ph n tra cho tng khch. Ty theo lch trnh v s thch ca du khch, cng ty thng xuyn thay i a im n tra theo tng tour ti 3 nh hng l: Kings Restaurant ti a ch 27 Nguyn Sinh Sc, Bit Ph Tho Nhi ti x Thy Bng, huyn Hng Thy v nh hng Tho Garden ti s 3 Thch Hn. Bng 2.13: Kt qu kim nh One Sample T Test v cht lng dch v ti nh hng do chi nhnh CTDL Bn ng Chu ti Hu cung cp Gi tr kim nh= 4 Ch tiu N Gi tr trung bnh 4,15 4,18 4,04 3,95 3,87 Sig. (2 - tailed)

(16) Trang thit b tng qut (17) Mi trng nh hng sch s (18) Cht lng mn n (19) Tnh lch s ca nhn vin (20) S nhit tnh ca nhn vin

95 95 95 95 95

0,047 0,012 0,549 0,401 0,028

(Ngun: S liu iu tra thng 3, 4 nm 2011) Ch thch: Gi thuyt cn kim nh: H0: = Gi tr kim nh (Test value)NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



H1: Gi tr kim nh (Test value) Nu: Sig. > 0,1: chp nhn gi thuyt H0 Sig. < 0,1: bc b gi thuyt H0 Gi tr trung bnh ca cc tiu ch (16), (17), (18), (19), (20) u cao, t t 3,87 n 4,15 tuy nhin mc ngha th li c s khc nhau r rt. Cc tiu ch (16), (17), (20) c mc ngha Sig. ln lt l 0,047; 0,012;, 0,028 u thp hn 0,1 nn ta bc b gi thit H0, chp nhn gi thit H1 tc l vn cha c s kt lun du khch quc t hi lng v cc tiu ch: Trang thit b tng qut ca nh hng, mi trng nh hng sch s v s nhit tnh ca nhn vin. Cc tiu ch v cht lng mn n v tnh lch s ca nhn vin nh hng u c mc ngha ln hn 0,1 l c s khng nh du khch quc t nh gi hi lng v cc ch tiu ny. Gi tr trung bnh ln lt t 4,04 v 3,95. B.3.6 nh gi kin ca du khch quc t v phng tin vn chuyn nh gi v phng tin vn chuyn ca du khch trong sut chuyn i bao gm nh gi v 5 yu t: cht lng ca phng tin vn chuyn, tnh an ton trong sut qu trnh lu thng, s thng tho, tnh lch s v s nhit tnh ca ti x. Trong tour du lch Hue city one day do chi nhnh cng ty du lch Bn ng Chu ti Hu t chc, du khch c th la chon hai hnh thc di chuyn l: di chuyn hon ton bng xe hi hoc c th di chuyn ng thi bng xe hi v thuyn rng. Trong khun kh gii hn ca ti ch nh gi cht lng phng tin vn chuyn l xe hi, khng bao gm cc nh gi v cht lng vn chuyn ca thuyn rng. V y l tour du lch c nhn, c t chc nhm tha mn nhu cu ca du khch vi cc s thch v tm l khc nhau nn cng ty lun ch trng to ra s thoi mi cho khch hng trong sut hnh trnh, trong c bit ch trng n cht lng phng tin vn chuyn. i vi cc nhm khch i t 1- 2 ngi s c cng ty b tr xe 4 ch ngi thu dch v t cng ty vn chuyn Ngc Oanh v Phng Ty vi cc loi xe ch yu lNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



Honda Civic, Chevrolet, Toyota. i vi nhm khch t 3-5 ngi s c b tr xe 7 ch ngi thu dch v t hai cng ty trn vi dng xe ch o l Mercedez Sprinter v Toyota Innova. y l hai cng ty c uy tn v m bo cht lng phng tin nn chi nhnh cng ty Bn ng Chu ti Hu rt yn tm khi k hp ng vn chuyn du khch tham quan. iu quan tm v bn khon ln nht ca cng ty v cht lng dch v ca phng tin li n t con ngi, l nhn vin li xe- ti x. Ti x iu khin xe s do hai cng ty vn chuyn Ngc Oanh v Phng Ty cung cp nn chi nhnh cng ty du lch Bn ng Chu ti Hu hu nh khng th kim sot c kh nng cng nh ngoi ng ca cc nhn vin ny trong khi y li l iu ht sc cn thit nhm bo m tt kh nng cung cp thng tin cng nh h tr du khch trong sut cuc hnh trnh. Qua bng phn tch nh gi ca du khch v phng tin vn chuyn v tc phong ca ti x, cc yu t kim nh u t gi tr trung bnh tt t 3,73 n cao nht l 4,09. Trong , hai yu t v tnh an ton v s thng tho ca ti x t gi tr cao nht ln lt l 4,04 v 4,09; mc ngha Sig. t 0,453 v 0,118 u ln hn 0,1 nn c th chp nhn gi thit H0 khng nh rng du khch hi lng v hai yu t ny. Cc yu t cn li tuy c gi tr trung bnh kh tt tuy nhin mc ngha u thp hn 0,1 nn cha c c s kt lun khch hng cm thy hi lng v cht lng ca xe, v tnh lch s v s nhit tnh ca ti x. Bng 2.14: Kt qu kim nh One Sample T Test v phng tin vn chuyn Gi tr kim nh= 4 Ch tiu (21) Cht lng ca phng tin vn chuyn (22) Tnh an ton (23) S thng tho ca ti x N Gi tr trung bnh 3,76 4,04 4,09 Sig. (2 - tailed)

95 95 95

0,000 0,453 0,118




(24) Tnh lch s ca ti x (25) S nhit tnh ca ti x

95 95

3,73 3,82

0,000 0,011

(Ngun: S liu iu tra thng 3, 4 nm 2011) Ch thch: Gi thuyt cn kim nh: H0: = Gi tr kim nh (Test value) H1: Gi tr kim nh (Test value) Nu: Sig. > 0,1: chp nhn gi thuyt H0 Sig. < 0,1: bc b gi thuyt H0 B.3.7 nh gi kin ca du khch v mc thu ht ca cc im tham quan Vi c im l tour du lch c thit k theo nhu cu c nhn ca du khch t phng tin vn chuyn, lch trnh n cc im tham quan ng thi do chu s gii hn v thi gian chuyn i nn trong cng mt chuyn hnh trnh, du khch khng th no thm ving ton b cc im tham quan c trng k trn m ch c th chn la 5/6 a im l: i Ni Hu, cha Thin M, cc lng T c, lng Khi nh v lng Minh Mng. thun tin cho vic t chc tour, cng nh to ra s hng th cho du khch khi tham quan, CTDL Bn ng Chu lun khuyn khch du khch kt hp tham quan kin trc cung nh ca i Ni Hu, tm hiu c im tn gio thng qua cha Thin M v la chn hai trong s ba lng tm ca cc vua lm im dng chn hiu r hn v quan nim v phong cch ca tng v vua ca tr v trong triu nh nh Nguyn. Chnh nhng s la chn nh vy s em n cho du khch nhiu cm nhn khc nhau, nhiu gc nhn khc nhau khng ch v li kin trc, li sng, vn ha sinh hot ca cc v vua triu Nguyn m ng thi iu ny cn gip cc v khch phng Ty hiu r hn v quan nim tm linh, quan im sng ca ngi dn x Hu ni ring v ca dn tc Vit Nam ni chung. Bn cnh , ty theo yu cu ca du khch, cng ty c th b tr thi gian du khch c tham quan thm mt a im na l ch ng Ba- ni bun bn smNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



ut nht ca thnh ph v ng thi cng l ni du khch c th cm nhn mt cch d dng nht v li sng v vn ha bun bn, vn ha ch ca ngi dn x thn kinh.

Bng 2.15: Kt qu kim nh One Sample T Test v mc thu ht ca cc im tham quan du lch Gi tr kim nh= 4 a im i Ni Cha Thin M Lng Khi nh Lng T c Lng Minh Mng a im khc (Ch ng Ba) 25 3,88 0,417 N 87 90 72 82 32 Gi tr trung bnh 4,51 3,90 3,90 4,26 3,91 Sig. (2 - tailed) 0,000 0,181 0,109 0,001 0,374

(Ngun: S liu iu tra thng 3, 4 nm 2011) Ch thch: Gi thuyt cn kim nh: H0: = Gi tr kim nh (Test value) H1: Gi tr kim nh (Test value) Nu: Sig. > 0,1: chp nhn gi thuyt H0 Sig. < 0,1: bc b gi thuyt H0




Cc c im v cch thc la chn im tham quan v mc thu ht ca tng a im c du khch th hin thng qua cc nh gi c trnh by trong bng 2.15. Cc a im c du khch chn tham quan nhiu nht ln lt l cha Thin M vi 90 lt khch nh gi, i Ni vi 87 lt khch, lng vua T c- 82 lt, lng vua Khi nh- 72 lt. Hai im tham quan t c du khch la chn nht l lng vua Minh Mng vi 32 lt khch v ch ng Ba vi ch 25 lt khch tham quan. iu ny c l gii trc ht bi lng vua Minh Mng nm kh xa trung tm thnh ph, mt nhiu thi gian i li ng thi kin trc lng c nhiu im kin trc kh tng ng vi lng vua T c nn du khch ch yu chn lng T c tham quan. i vi a im ch ng Ba, y cha phi l im tham quan c trng nht c th thu ht du khch khi n Hu v ni y cha c t chc khai thc du lch mt cch quy c nn cha thu ht c nhiu lt khch tham quan. Tuy c gi tr trung bnh t cao nht ln lt l 4,51 v 4,26 v c nhiu du khch ch la tham quan khi s dng tour Hue city one day tuy nhin, vi mc ngha Sig. u thp hn 0,1 nn cha th kt lun khch du lch ng vi nh gi mc 4mc hi lng v hai im tham quan ny. Vi bn im tham quan cn li c kho st c gi tr trung bnh kh cao t t 3,88 n 3,91 v c mc ngha Sig. u ln hn 0,1 nn gi thit H0 c chp nhn, ngha l du khch quc t nh gi mc hi lng vi bn im tham quan ny. B.3.8 nh gi chung ca du khch quc t v cht lng dch v tour du lch Hue city one day do chi nhnh CTDL Bn ng Chu ti Hu t chc Biu 2: nh gi chung ca du khch v cht lng tour du lch Hue city one day




13%

4%

12%Khng hi lng Bnh thng Hi lng Rt hi lng

71%(Ngun: S liu iu tra thng 3, 4 nm 2011) Vi 71% du khch c hi cho bit h c s hi lng chung i vi cc yu t cht lng dch v ca tour du lch Hue city one day do chi nhnh CTDL Bn ng Chu t chc v 13% du khch cm thy rt hi lng sau khi s dng dch v cho thy CTDL Bn ng Chu ni chung v chi nhnh CTDL Bn ng Chu ti Hu ni ring c s c gng, n lc cao nhm tha mn cc yu cu, k vng chung ca du khch i vi mt chng trnh du lch v thu c nhiu kt qu kh quan, c phn nh qua lng khch s dng dch v cng ty c s tng trng mnh qua tng nm. Tuy s lng khch quc t khng hi lng v cht lng dch v ca tour khng cao nhng con s 4% du khch khng hi lng vn l mt con s buc cng ty v cc b phn nhn vin phi suy ngh bi khch quc t l lng khch hng ch yu, l th trng trng im ca cng ty. Lm sao gim thiu t l khch nh gi thp v cht lng dch v v ng thi thu ht thm nhiu lt du khch, qua qung b mnh m hn na, c hiu qu hn na hnh nh, uy tn ca cng ty trong lng du khch l nhim v v phi l mc tiu hng u ca mi nhn vin, mi b phn v chnh bn thn CTDL Bn ng Chu trong thi gian sp ti. Bng 2.18: Kt qu kim nh One Sample T Test v nh gi chung cht lng dch v tour du lch Hue city one day Ch tiu N Gi tr kim nh= 4 Sig. (2 - tailed) Gi tr trung




bnh S hi lng v cht lng tour Hue city one day 95 3,93 0,256

(Ngun: S liu iu tra thng 3, 4 nm 2011) Ch thch: Gi thuyt cn kim nh: H0: = Gi tr kim nh (Test value) H1: Gi tr kim nh (Test value) Nu: Sig. > 0,1: chp nhn gi thuyt H0 Sig. < 0,1: bc b gi thuyt H0 Kt qu kim nh gi thit trung bnh tng th one Sample T Test cho thy vi gi tr kim nh l 4, gi tr trung bnh ca ch tiu nh gi ca du khch v cht lng tour Hue city one day t c hn 3,9 v c mc ngha ln hn 0,1 l c s khng nh du khch quc t nh gi hi lng v cht lng cc dch v c cung cp trong tour. iu ny hon ton ph hp vi biu phn tch tn s nh gi ca du khch c nu trn. y l kt qu t s n lc ca ton th cng ty v l ng lc CTDL Bn ng Chu phn u hn na, c gng hn na trong s mnh phc v du khch m cng ty ra. B.4 Kim nh s khc nhau v mc hi lng gia cc nhm khch hng khc nhau v gii tnh Bng 2.16: Kt qu kim nh s khc nhau v mc hi lng gia cc nhm khch hng khc nhau v gii tnh Mc ngha Sig. Levenes Sig. (2- Tailed) Test nh gi v chi nhnh CTDL Bn ng Chu ti Hu (1) Cung cp dch v ng vi cam kt * 0,031 Tiu ch




ban u (2) Trang thit b ca chi nhnh (3) Cung cp y thng tin v cc tour du lch (4) Tnh lch s ca nhn vin (5) S nhit tnh ca nhn vin (6) Kin thc chuyn mn ca nhn vin ** * ** ** ** 0,380 0,213 0,182 0,030 0,141

nh gi v cht lng hng dn vin (5) Kin thc chung v cc im tham quan (6) Ngn ng c th (7) ng phc (8) S thn thin (9) Tnh lch s (10) S nhit tnh ** * ** ** ** * nh gi v CLDV khch sn (11) Trang thit b tng qut (12) Cht lng phng (13) Cht lng dch v b sung (14) Tnh lch s ca nhn vin (15) S nhit tnh ca nhn vin * ** ** ** ** 0,120 0,182 0,015 0,016 0,947 0,343 0,872 0,571 0,937 0,323 0,580

nh gi v CLDV ti nh hng (16) Trang thit b tng qut ** 0,641




(17) Mi trng nh hng sch s (18) Cht lng mn n (19) Tnh lch s ca nhn vin (20) S nhit tnh ca nhn vin

** ** ** *

0,069 0,219 0,902 0,300

nh gi phng tin vn chuyn (21) Cht lng ca phng tin vn chuyn (22) Tnh an ton (23) S thng tho ca ti x (24) Tnh lch s ca ti x (25) S nhit tnh ca ti x * ** ** * ** 0,290 0,737 0,027 0,822 0,773

nh gi cc im tham quan (26) i Ni (27) Cha Thin M (28) Lng Khi nh (29) Lng T c (30) Lng Minh Mng (31) a im khc (Ch ng Ba) Ch thch: *: Sig.< 0,1; **: Sig.>=0,1. * * ** * ** ** 0,147 0,487 0,024 0,569 0,055 0,076

Gi thuyt cn kim nh: H0: gia c nhm khch hng khng c s khc nhau trong nh gi cc tiu ch. H1: gia cc nhm khch hng c s khc nhau trong nh gi cc tiu ch. Nu: Sig. (2-tailed) > 0,1: chp nhn gi thuyt H0.NH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



Sig. (2-tailed)< 0,1: bc b gi thuyt H0. T bng kt qu phn tch thu c, cc yu t v cc a im: (2) Trang thit b ca chi nhnh, (3) chi nhnh cung cp y thng tin v cc tour du lch, (4) Tnh lch s, (6) Kin thc chuyn mn ca nhn vin chi nhnh Hu; (5) Kin thc chung v cc im tham quan, (6) Ngn ng c th, (7) ng phc, (8) S thn thin, (9) Tnh lch s, (10) S nhit tnh ca hng dn vin; (11) Trang thit b tng qut ca khch sn, (12) Cht lng phng, (15) S nhit tnh ca nhn vin khch sn; (16) Trang thit b tng qut ca nh hng, (18) Cht lng mn n, (19) Tnh lch s, (20) S nhit tnh ca nhn vin nh hng; (21) Cht lng ca phng tin vn chuyn, (22) Tnh an ton, (24) Tnh lch s ca ti x, (25) S nhit tnh ca ti x, (26) i Ni, (27) Cha Thin M, (29) Lng T c u c mc ngha Sig. (2-tailed) ln hn 0,1 nn gi thit H 0 c chp nhn, ngha l gia cc nhm khch hng khc nhau v gii tnh khng c s khc nhau trong nh gi cht lng dch v v s thu ht ca cc im tham quan k trn. Cc yu t v a im cn li bao gm: (1) Cung cp dch v ng vi cam kt ban u, (5) S nhit tnh ca nhn vin chi nhnh ti Hu; (13) Cht lng dch v b sung, (14) Tnh lch s ca nhn vin khch sn; (17) Mi trng nh hng sch s; (23) S thng tho ca ti x; (26) i Ni, (27) Cha Thin M, (28) Lng Khi nh, (29) Lng T c, (30) Lng Minh Mng, (31) Ch ng Ba u c mc ngha Sig. (2-tailed) thp hn 0,1 nn bc b gi thit H0, chp nhn hi thit H1 tc l c s khc nhau trong cch nh gi cht lng v s thu ht ca cc a im tham quan k trn i vi cc nhm khch hng c s phn bit v gii tnh. B.5 Kim nh s khc nhau v mc hi lng gia cc nhm khch hng c quc tch khc nhau Bng 2.17: Kt qu kim nh s khc nhau v mc hi lng gia cc nhm khch hng c quc tch khc nhau Tiu ch Mc ngha Sig.




Homogeneity

ANOVA

Kruskal Wallis

nh gi v chi nhnh CTDL Bn ng Chu ti Hu (1) Cung cp dch v ng vi cam kt ban u (2) Trang thit b ca chi nhnh (3) Cung cp y thng tin v cc tour du lch (4) Tnh lch s ca nhn vin (5) S nhit tnh ca nhn vin (6) Kin thc chuyn mn ca nhn vin 0,000 0,106 0,005 0,000 0,041 0,001 Ns 0,611 Ns Ns Ns Ns 0,654 *** 0,448 0,069 0,708 0,087

nh gi v cht lng hng dn vin (5) Kin thc chung v cc im tham quan (6) Ngn ng c th (7) ng phc (8) S thn thin (9) Tnh lch s (10) S nhit tnh 0,014 0,000 0,000 0,846 0,003 0,013 nh gi v CLDV khch sn (11) Trang thit b tng qut (12) Cht lng phng (13) Cht lng dch v b sung (14) Tnh lch s ca nhn vin (15) S nhit tnh ca nhn vin 0,000 0,115 0,000 0,000 0,000 Ns 0,009 Ns Ns Ns 0,126 *** 0,340 0,017 0,049 Ns Ns Ns 0,985 Ns Ns 0,042 0,214 0,914 *** 0,481 0,026




nh gi v CLDV ti nh hng (16) Trang thit b tng qut (17) Mi trng nh hng sch s (18) Cht lng mn n (19) Tnh lch s ca nhn vin (20) S nhit tnh ca nhn vin 0,001 0,000 0,009 0,000 0,000 Ns Ns Ns Ns Ns 0,108 0,026 0,050 0,560 0,817

nh gi phng tin vn chuyn (21) Cht lng ca phng tin vn chuyn (22) Tnh an ton (23) S thng tho ca ti x (24) Tnh lch s ca ti x (25) S nhit tnh ca ti x 0,001 0,321 0,029 0,000 0,000 nh gi cc im tham quan (26) i Ni (27) Cha Thin M (28) Lng Khi nh (29) Lng T c (30) Lng Minh Mng (31) a im khc (Ch ng Ba) 0,025 0,143 0,000 0,003 0,091 0,728 Ns 0,504 Ns Ns Ns 0,691 0,213 *** 0,452 0,153 0,525 *** Ns 0,985 Ns Ns Ns 0,066 *** 0,030 0,133 0,175

(Ngun: S liu iu tra thng 3, 4 nm 2011) Ch thch: Ns: Khng c ngha thng k.




(***): c thc hin bi kim nh ANOVA. Gi thuyt cn kim nh: H0: gia c nhm khch hng khng c s khc nhau trong nh gi cc tiu ch. H1: gia cc nhm khch hng c s khc nhau trong nh gi cc tiu ch. Nu: Sig. ca ANOVA hoc Kruskal Wallis > 0,1: chp nhn gi thuyt H0 Sig. ca ANOVA hoc Kruskal Wallis < 0,1: bc b gi thuyt H0 Qua bng phn tch, cc yu t v a im quan st c mc ngha Sig. ln hn 0,1 bao gm: (1) chi nhnh cung cp dch v ng vi cam kt ban u, (2) Trang thit b ca chi nhnh, (3) Cung cp y thng tin v cc tour du lch, (5) S nhit tnh ca nhn vin chi nhnh; (6) Ngn ng c th, (7) ng phc v (8) S thn thin ca hng dn vin; (13) Cht lng dch v b sung ca khch sn; (16) Trang thit b tng qut, (19) Tnh lch s, (20) S nhit tnh ca nhn vin nh hng, (22) Tnh an ton ca phng tin, (26) i Ni, (27) Cha Thin M, (28) Lng Khi nh, (29) Lng T c, (30) Lng Minh Mng, (31) a im khc (Ch ng Ba). Nh vy, cc yu t ny c chp nhn gi thit H0, ngha l gia cc nhm khch hng khc nhau v quc tch khng c s khc nhau khi nh gi v cc ch tiu cht lng dch v v cc a im nu trn. Cc yu t: (4) Tnh lch s, (6) Kin thc chuyn mn ca nhn vin chi nhnh; (5) Kin thc chung v cc im tham quan, (9) Tnh lch s, (10) S nhit tnh ca hng dn vin, (11) Trang thit b tng qut, (12) Cht lng phng, (14) Tnh lch s, (15) S nhit tnh ca nhn vin khch sn; (17) Mi trng nh hng sch s, (18) Cht lng mn n, (21) Cht lng ca phng tin vn chuyn, (23) S thng tho ca ti x u c mc ngha Sig. thp hn 0,1 nn gi thit H0 b bc b, chp nhn gi thit H1, c ngha l gia cc nhm khch hng c quc tch khc nhau th c s nh gi khc nhau v cc ch tiu cht lng dch v va c nu trn.




CHNG 3: MT S GII PHP NNG CAO CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHCB.1 Phn tch ma trn SWOT: cc nhn t hng n kt qu hot ng sn xut kinh doanh ca chi nhnh CTDL Bn ng Chu ti Hu B.1.1 SWOT- im mnh V c s vt cht: Thng 7/2009, chi nhnh CTDL Bn ng Chu ti Hu chnh tc khai trng ti a ch 45-47 L Li vi c s vt cht khang trang v y tin nghi.Ngoi cc trang thit b cn thit cho hot ng ca mt vn phng du lch nh: h thng cc my tnh lin kt vi trang qun l ca cng ty, in thoi, my in, my fax, h thng camera bo v, iu ha nhit chi nhnh cng ty ti Hu cn l s kt hp gia vn phng du lch, trung tm cung cp thng tin du lch v ca hng kinh doanh sn phm lu nim truyn thng cho du khch.Chnh nh s thun li v a im kinh doanh v s kt hp nhiu hnh thc hot ng, cng ty lun thu ht c mt lng ln du khch, c bit l khch du lch quc t n tham quan, tm hiu thng tin v s dng sn phm, dch v. Thng 3/2010, chi nhnh CTDL Bn ng Chu ti Hu khai trng vn phng s 2 ti a ch 52 L Vit Lng v ng thi tch ring hot ng ca b phn bn hng ti vn phng s 1 vi hot ng ca cc b phn Marketing, iu hnh, k ton v IT ti vn phng s 2. S tch bch trong hot ng ny to iu kin chi nhnh kin ton li b my nhn s, tng cng hn na kh nng chuyn mn ha ca tng b phn v nng cao nng sut hot ng ca ton th chi nhnh. Bn cnh , vi s ra i ca vn phng s 2 s gip cho mi hot ng ca cng ty vi cc i tc kinh doanh trong lnh vc du lch ti Hu c tin hnh mt cch thun tin hn, t hiu qu cao hn. y c coi l bc i quan trng tip theo ca cng ty trong qu trnh pht trin, m rng vi mc tiuNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



nng cp chi nhnh ti Hu thnh trung tm chnh x l thng tin v thc hin cc hot ng qung b, xc tin cho ton b h thng vn phng Bn ng Chu trn khp dt nc. Ngun nhn lc: Vi s lng nhn vin ton b vn phng ti Hu hin nay l 19 ngi, trong c n 18 nhn vin c trnh i hc v tui i cn rt tr th y l mt th mnh tht s ca cng ty. Bn cnh , vi c cu t chc ca cng ty vi Gim c chi nhnh v tng gim c cng ty lm vic ti cng mt vn phng l iu kin ht sc thun li ton b cc nhn vin ca chi nhnh c c hi c hc tp, tip thu kinh nghim t nhng anh ch c kinh nghim lu nm trong ngnh kinh doanh du lch. Ngoi ra, chi nhnh ti Hu thng xuyn t chc cc bui d ngoi, kho st thc t cc im du lch trn a bn thnh ph v cc tnh ln cn nhm to iu kin cho ton th nhn vin cng ty nm bt r hn cc chng trnh du lch m cng ty , ang v s d nh trin khai v ng thi tht cht mi quan h ng nghip, thc y lng yu ngh, h tr ln nhau, gn b lu di vi cng ty ca mi nhn vin. T chc chng trnh du lch: Vi c im l cng ty chuyn cung cp cc tour du lch c nhn ha theo yu cu ca du khch nn CTDL Bn ng Chu v chi nhnh ti Hu c li th trong cnh tranh vi cc cng ty khc. Chnh u th ny to cho cng ty mt th trng khch mc tiu n nh t cc khch hng c kh nng chi tiu cao v c nhu cu s dng dch v c nhn ng thi xy dng hnh nh ca mt cng ty cung vi kh nng cung cp cht lng dch v ti u n tn tay khch hng. Thng thng, khi n vi cc cng ty du lch Hu, khch hng s c hng dn mua tour ghp Hue city one day t chc i chung vi cc du khch khc, do on khch thng s ng v lch trnh tour s mt thi gian hn do xe but ca tour phi n khch ti nhiu a im khc nhau. Bn cnh , i vi cc Tour ghp ny cht lngNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



ba n tra s khng m bo ph hp vi yu cu c nhn ca tng du khch v y l tour i tr nn cht lng ca dch v s khng cao. Vi cch thc t chc tour Hue city one day ca chi nhnh CTDL Bn ng Chu ti Hu, cc yu t khng hi lng trn s b loi b v du khch c phc v chu o t phng tin di chuyn, hng dn vin cho n cc nhu cu v n ung v ngh ngi trong sut hnh trnh. Bn cnh , chi nhnh CTDL Bn ng Chu ti Hu ang hng n t chc cc tour du lch sinh thi, du lch v cng ng v du lch t thin. y l cc chng trnh tour rt mi m v rt c du khch quc t a thch trong thi gian gn y nn ha hn s mang li nhiu thnh cng cho cng ty. Mi quan h hp tc trong kinh doanh: Trong hot ng kinh doanh, to dng v duy tr mi quan h vi cc i tc lm n lun l mt trong nhng yu t quan trng hng u to dng nn s thnh cng ca doanh nghip. c bit i vi hot ng kinh doanh du lch, ni m qu trnh sn xut v cung cp sn phm bin ng khng ngng v lun i mi theo thi gian th vic duy tr v lin tc m rng cc mi quan h l yu cu bt buc nu cng ty khng mun b tt hu v gim hiu qu cnh tranh vi cc cng ty khc. Tuy ch mi thnh lp cha c 5 nm nhng hin nay cng ty c mi lin h rt cht ch vi nhiu cng ty du lch khng ch trn a bn thnh ph Hu m cn m rng ra trn khp lnh th Vit Nam v cc cng ty l hnh nc ngoi nh: Hue Tourist, DMZ Travel, Viet Sail Travel, Vietnam Today Travel, TCD Travel, l hnh Catai Tour ca Ty Ban Nha, Voyages Et Culture ca Thy S, MDI ca Php v nhiu cng ty l hnh khc Bn cnh m rng quan h i tc vi cc cng ty l hnh, cng ty thng xuyn ch trng vo vic kho st, tm kim cc c s cung cp dch v n ung, lu tr, vn chuyn mi trn a bn thnh ph v cc a phng ln cn nhm a dng hoa ngun cung cho nhu cu du khch. to dng lng tin v tht cht hn na mi quan h tt p gia cng ty v cc i tc, chi nhnh CTDL Bn ng Chu ti Hu cng thng xuyn t chc cc bui tic chiu i, chc mng nhn dp nm mi v k nim thnh lpNH GI S HI LNG CA DU KHCH QUC T V CHT LNG DCH V TOUR DU LCH HUE CITY ONE DAY DO CHI NHNH CNG TY DU LCH BN NG CHU TI HU T CHC



cng ty cng nh gi th cm n n cc i tc lm vic lu nm. Chnh cc hot ng ny khng ngng gii thiu, gip cng ty v chi nhnh ti Hu tm kim c nhiu i tc mi, duy tr cc mi quan h c v qung b hnh nh ca cng ty. Cc chng trnh qung b: Hnh nh cng ty v cc tour du lch c trng, cc sn phm mi nhn ca cng ty ti cc im du lch trn c nc cng nh hai nc lo v Campuchia thng xuyn c cng ty t chc gii thiu, qung b ti cc hi ch,

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