i

LI CM N
Trc tin em xin chn thnh cm n qu thy c trong Khoa kinh t - Trng i
hc Nha Trang truyn t nhng kin thc cng nh nhng kinh nghim qu bu gip
ch cho em trong qu trnh thc tp.
Li cm n tip theo em xin chn thnh gi n c Nguyn Th Hng o tn
tnh hng dn v ch bo em trong sut thi gian thc tp va qua, em hon thnh tt
t thc tp tt nghip ny.
Cui cng, em xin gi li cm n chn thnh n cc anh ch phng iu hnh v
Hng dn du lch tn tnh ch bo v gip em trong sut qu trnh thc tp ti cng
ty.
Em xin chn thnh cm n!

Sinh vin thc hin

Bi Th Phng Dung
 ii

MC LC
Trang

LI CM N ..........................................................................................................i
MC LC ..............................................................................................................ii
DANH MC HNH ................................................................................................ v
DANH MC BNG ..............................................................................................vi
DANH MC S ............................................................................................viii
LI M U .........................................................................................................1
Chng I: C S L THUYT V M HNH NGHIN CU............................4
1.1 L thuyt v cht lng dch v v s hi lng ca khch hng. ................4
1.1.1 D ch v v cht lng dch v ...................................................4
1.1.1.1 Khi nim dch v ............................................................4
1.1.1.2 Khi nim v cht lng dch v ..........................................5
1.1.2 S hi lng ca khch hng ..................................................... 15
1.1.2.1 Nhu cu ....................................................................... 15
1.1.2.2 Mong mun .................................................................. 16
1.1.2.3 Yu cu ....................................................................... 16
1.1.2.4 S hi lng ................................................................... 16
1.1.3 Mi quan h nhn qu gia cht lng dch v vi s hi lng khch
hng. ........................................................................................ 19
1.2 L thuyt v du lch Team-building ................................................. 20
1.2.1 Khi nim........................................................................... 20
1.2.2 Vai tr ............................................................................... 21
1.2.3 Phn loi: Cc dng chnh ca teambuilding gm ......................... 21
1.2.4 i tng s dng ................................................................ 23
1.3 M hnh nghin cu xut ........................................................... 23
CHNG II : GII THIU V CNG TY C PHN DU LCH LONG PH............ 25
2.1 Qua trnh hnh thnh v pht trin .................................................... 25
2.2 Chc nng , nhim v, lnh vc hot ng ch yu .............................. 26
2.2.1 Chc nng .......................................................................... 26
2.2.2 Nhim v ............................................................................ 26
 iii

2.2.3 Lnh vc hot ng ch yu..................................................... 27

2.3 C cu t chc ca cng ty ............................................................ 29
2.4 Sn phm tour du lch Team- building .............................................. 35
2.5 Mt s sn phm du lch khc......................................................... 37
2.6 Tnh hnh hot ng trong thi gian qua v phng hng pht trin trong
thi gian ti. ................................................................................... 38
2.6.1 Mi trng kinh doanh ........................................................... 38
2.6.1.1 Mi trng v m: ............................................................ 38
2.6.1.2 Mi trng vi m: ............................................................ 43
2.6.2 Tnh hnh hot ng .............................................................. 48
2.6.2.1 Tnh hnh lao ng ........................................................... 48
2.6.2.2 Thu nhp bnh qun ca CBCNV trong cng ty ....................... 48
2.6.2.3 Kt qu hot ng sn xut kinh doanh ca cng ty .................. 49
2.6.3 Phng hng pht trin ca cng ty trong thi gian ti ................. 50
Chng III: PHNG PHP NGHIN CU ...................................................... 64
3.1 Thit k nghin cu ..................................................................... 64
3.2 Phng php v quy trnh nghin cu ............................................... 64
3.2.1 Phng php nghin cu ......................................................... 64
3.2.1.1 Phng php nh gi tin cy thang o Cronbachs Alpha ..... 64
3.2.1.2 Phng php phn tch nhn t (EFA) ................................... 65
3.2.1.3 Phng php hi quy bi ................................................... 66
3.2.2 Quy trnh nghin cu ............................................................. 68
3.2.2.1 Nghin cu nh tnh ........................................................ 68
3.2.2.2 Nghin cu nh lng ...................................................... 69
3.2.2.3 Mu nghin cu .............................................................. 69
3.3 Thit k thang o ......................................................................... 70
3.3.1 Phng tin hu hnh ............................................................. 70
3.3.2 Mc tin cy ..................................................................... 71
3.3.3 Mc p ng .................................................................... 71
3.3.4 Mc ng cm .................................................................. 72
3.3.5 Phong cch phc v ............................................................... 72
 iv

Chng IV: KT QU NGHIN CU V THO LUN .................................. 73

4.1 M t d liu nghin cu .............................................................. 73
4.1.1 Gii tnh.............................................................................. 73
4.1.2 Tui tc............................................................................... 73
4.1.3 Nhm ngnh ......................................................................... 74
4.1.4 Thu nhp bnh qun................................................................ 74
4.1.5 Knh thng tin ...................................................................... 75
4.1.6 S ln i du lch ................................................................... 75
4.2 nh gi tin cy thang o bng h s Cronbachs Alpha .................... 76
4.2.2.1 Kt qu phn tch thang o cht lng dch v theo m hnh
SERQUAL.................................................................................. 76
4.3 Phn tch nhn t (EFA) ............................................................... 78
4.3.1 i vi bin c lp .............................................................. 78
4.3.2 i vi bin ph thuc ........................................................... 80
4.4 M hnh hiu chnh ..................................................................... 82
4.5 Phn tch hi qui bi v kim nh gi thuyt nghin cu ...................... 83
4.5.1 Phn tch h s tng quan ...................................................... 83
4.5.2 Phn tch hi quy bi................................................................. 84
Chng V: GII PHP V KIN NGH NHM NNG CAO MC HI
LNG CA DU KHCH..................................................................................... 88
5.1 Gii php nhm nng cao mc hi lng ca du khch ....................... 88
5.1.1 Nng cao mc p ng, ng cm v phong cch phc v ........... 88
5.1.2 Nng cao mc tin cy ........................................................ 90
5.1.3 Phng tin hu hnh ............................................................. 90
5.1.4 Xc tin bn hng ................................................................. 91
5.2 Mt s kin ngh ......................................................................... 92
KT LUN........................................................................................................... 94
TI LIU THAM KHO ..................................................................................... 95
PH LC.............................................................................................................. 96
 v

DANH MC HNH
Trang

Hnh1.1 : M hnh 5 khong cch cht lng dch v ..............................................7

Hnh 1.2: M hnh ch s hi lng khch hng ca M .......................................... 13
Hnh 1.3: M hnh nghin cu ca H Th Hn Ti (2008) ................................. 15
Hnh 1.4: Cc yu t quyt nh gi tr dnh cho khch hng................................. 17
Hnh 1.5: Mc hi lng ca khch hng khi so snh gia k vng v thc t......... 18
Hnh 1.6: M hnh nhn qu gia cht lng cm nhn vi s hi lng ca
khch hng( Zeithaml& Bitner, 2000). .................................................................. 19
Hnh 1.7: M hnh nghin cu xut................................................................... 24
Hnh 3.1: Quy trnh nghin cu ............................................................................. 68
Hnh 4.1 : M hnh l thuyt c hiu chnh theo EFA........................................ 82
Hnh 4.2: Kt qu kim nh m hnh l thuyt. .................................................... 87
 vi

DANH MC BNG
Bng 1.1 : Thang o SERVQUAL......................................................................... 11
Bng 2.1: Thu nhp bnh qun ca nhn vin cng ty Long Ph............................ 48
Bng 2.2: Kt qu hot ng sn xut kinh doanh ca cng ty............................... 49
Bng 3.1: Thang o phng tin hu hnh............................................................. 70
 vii

Bng 3.2 : Thang o mc tin cy ...................................................................... 71

Bng 3.3: Thang o mc p ng ..................................................................... 71
Bng 3.4: Thang o mc ng cm .................................................................. 72
Bng 3.5: Phong cch phc v............................................................................... 72
Bng 4.1: H s Cronbach Alpha ca cc thnh phn thang o theo m hnh
SERQUAL ............................................................................................................ 76
Bng 4.2: Kt qu EFA ca cc bin c lp ......................................................... 79
Bng 4.3 : Kt qu EFA ca bin ph thuc .......................................................... 80
Bng 4.4 : Phn tch h s tng quan................................................................... 83
Bng 4.5 : Kt qu hi quy .................................................................................... 85
Bng 4.6 : Bng h s hi quy chun ha ca phng trnh ................................... 86
 viii

DANH MC S

S 2.1 : T chc b my qun l cng ty c phn du lch Long Ph ................. 29

 1

LI M U
A. S cn thit ca ti:
Vi sc hp dn ca cnh quan thin nhin, b bin di, p v s a
dng ca cc sn phm du lch, lu nay Nha Trang- Khnh Ha c rt
nhiu du khch trong nc v quc t chn l im dng chn l tng.
Trong thi gian gn y, bn cnh cc sn phm du lch c trng v bin-
o, loi hnh du lch teambuilding cng ang c nhiu ngi quan tm,
nht l i vi cc on khch du lch ng ngi.
Trong x hi hin nay khi p lc cng vic cng nh nhp sng ngy
cng tng cao th hin tng stress cng tr nn ph bin v mt trong
nhng bin php hu hiu nht gim cng thng l th gin, l cng ng
nghip tham gia nhng tr chi tp th. Chnh v vy, teambuilding pht
trin mnh cc nc pht trin v ang bt u c cc n v kinh
doanh du lch Vit Nam quan tm. Tuy nhin t chc tt cc tour
teambuilding th ngoi tinh thn ng i, kh nng ch huy ca nhm
trng iu kin kin t nhin cng ng vai tr rt quan trng.
Vi nhng u th v t nhin v cnh quan ti khu du lch Long Ph
m Nha Phu nh khu du lch Sui Hoa Lan, o Kh, Hn Th ,Hn Sm.
Ni y c iu kin t nhin phong ph : ni, rng, bin , o, suii
ng nhn vin chuyn nghip qua nhiu nm kinh nghim, tnh nng ng cao;
Trang thit b phong ph, hin i v m bo an ton, lin tc c b sung, u
t. Vi nhng iu kin thun li ni trn, cng ty lun lun sn sng n nhn cc
yu cu thit k phc v chng trnh Team buiding ph hp vi iu kin ca du
khch, tr thnh n v dn u trong vic t chc cc tour du lch team building
Khnh Ha.

Tuy nhin do s mi m ca loi hnh du lch teambuilding Vit Nam ni

chung v Khnh Ha ni ring, cng nh cn mt vi hn ch trong vic t chc
loi hnh du lch teambuilding ca cng ty CPDL Long Ph, nn hin nay s lng
 2

tour teambuiding do cng ty t chc vn cha nhiu, cha ph bin nh mt sn

phm du lch chnh ca cng ty, mc d li ch loi hnh du lch ny mang li kh
cao. Chnh v nhng l do m em chn ti nghin cu v nh gi s hi
lng ca du khch i vi tour du lch teambuilding ca cng ty CPDL Long Ph.

B. Mc tiu nghin cu:

nh gi mc hi lng ca du khch i vi tour du lch teambuilding ca

cng ty CPDL Long Ph. T xut mt s gii php nhm nng cao cht
lng tour du lch teambuilding v thu ht ngy cng ng du khch s dng dch
v teambuilding ca cng ty.

C. i tng v phm vi nghin cu

- i tng kho st l du khch v ang s dng tour du lch
teambuilding ti khu du lch Long Ph.
- ti ny c thc hin ti KDL Long Ph Cng ty CPDL Long Ph.
D. Phng php nghin cu

Nghin cu c thc hin thng qua 2 bc:

- Nghin cu s b : c thc hin thng qua phng php nh tnh, tho

lun nhm iu chnh, b sung m hnh thang o s hi lng ca du
khch i vi tour du lch teambuilding ca cng ty.
- Nghin cu chnh thc: s dng phng php nh lng vi k thut
phng vn trc tip thng qua bng cu hi iu tra nhm kim nh m hnh
thang o v xc nh yu t quan trng tc ng n s hi lng ca khch
hng khi s dng tour du lch teambuilding.
- X l s liu nghin cu : s dng phn mm SPSS 16.0 kim nh
thang o bng h s tin cy Cronbachs Alpha, phn tch EFA , phn tch
tng quan hi quy.
 3

E. ngha thc tin ca lun vn

- Gii thiu cc l thuyt v cht lng dch v v l thuyt v loi hnh du
lch teambuilding
- Xy dng c mt thang o nh gi s hi lng ca khch hng i vi
loi hnh du lch teambuilding.
- T cc kt qu nh lng a ra nhng phn tch, nhn xt gip ban
lnh o ca cng ty CPDL Long Ph nhn thy nhng u im cng nh
hn ch , tn ti v cht lng dch v cc tour teambuilding hin nay,
- xut nhng gii php nhm nng cao cht lng dch v tour
teambuilding v mc hi lng ca du khch .
- ng gp kt qu thc tin cho cc nghin cu cht lng dch v du lch
ni chung.
F. Cu trc ca lun vn
ti chia lm 5 chng:

Chng I: C s l thuyt v m hnh nghin cu

Chng II: Gii thiu v cng ty C Phn Du Lch Long Ph
Chng III: Phng php nghin cu
Chng IV: Kt qu nghin cu v tho lun
Chng V: Gii php v kin ngh nhm nng cao mc hi lng ca du khch.
 4

Chng I: C S L THUYT V M HNH NGHIN CU

1.1 L thuyt v cht lng dch v v s hi lng ca khch hng.

1.1.1 Dch v v cht lng dch v
1.1.1.1 Khi nim dch v

Trong nn kinh t th trng , dch v c coi l mt th c gi tr, khc vi

hng ha, vt cht m mt ngi hay mt t chc cung cp cho mt ngi hay mt
t chc khc i ly mt th g .

Khi nim ny ch ra cc tng tc ca con ngi hay t chc trong qu

trnh hnh thnh dch v. Khi nim ny cng th hin quan im hng ti
khch hng bi v gi tr ca dch v do khch hng quyt nh.
Trong l lun Maketing, dch v c coi nh l mt hot ng ca ch
th kia, chng c tnh v hnh v khng lm thay i quyn s hu. Dch v
c th c tin hnh nhng khng nht thit phi gn lin vi sn phm
vt cht.
Mt khi nim dch v hin c s dng rng ri l khi nim dch v
theo nh ngha ca ISO 9004:1991 Dch v l kt qu mang li nh cc
hot ng tng tc gia ngi cung cp v khch hng, cng nh nh cc
hot ng ca ngi cung cp p ng nhu cu ca ngi tiu dng.
- Dch v c nhng c tnh sau:
+ Tnh ng thi, khng th tch ri: sn xut v tiu dng dch v xy ra
ng thi. Thiu mt ny s khng c mt kia.
+ Tnh cht khng ng nht: khng c cht lng ng nht, v dch v bt
ngun t s khc nhau v tnh cht tm l, trnh ca tng nhn
vin.Ngoi ra cn chu s nh gi cm tnh ca tng khch hng.
+Tnh v hnh: khng c hnh hi r rt, khng th ly trc khi tiu dng.
Do , rt kh hiu c cm nhn ca khch hng i vi cht lng dch v.
+ Tnh khng lu tr c: khng lp kho lu tr nh hng ha hu hnh c.
 5

Nh vy, quan nim v dch v ca doanh nghip s hnh thnh nn cc

mi tng tc qua li gia doanh nghip v khch hng.Nn quan nim rng
dch v ch l em n cho khch hng nhng th m h cn, doanh nghip
c th a mnh vo th kt khi c khch hng i hi iu g m doanh
nghip khng th p ng c.Ngc li, nu hiu khi nim v dch v
mt gc rng hi, bao gm nhiu nhu cu tru tng khc nhau, doanh
nghip s lun em n cho khch hng mt dch v ng nh mong i
ca h. Bng cch p ng nhng nhu cu tru tng ca khch hng nh
lng nghe khch hng, thng cm, chia s khi h gp phi vn kh khn
hay em n cho khch hng nhiu s la chn khc nhau khi khng th
p ng ng chnh xc ci m h cn, doanh nghip c th b xa cc i th
cnh tranh trong cuc ua v cht lng dch v.Mi khch hng khi giao
dch vi doanh nghip h thng nh gi cao cht lng dch v ca
doanh nghip.
1.1.1.2 Khi nim v cht lng dch v

Cht lng dch v l vn c cc nh qun l quan tm nhiu trong thi

bui kinh doanh hin nay. Mt sn phm c cht lng tt cha hn c khch
hng chn mua nu nh cc dch v i km vi sn phm c nh gi thp.
Hin nay c rt nhiu nh ngha khc nhau v cht lng dch v , nhng nhn
chung ngi ta nh ngha cht lng l nhng g m khch hng cm nhn c.
Mi khch hng c nhn thc v nhu cu c nhn khc nhau nn cm nhn v cht
lng dch v cng khc nhau.
Theo Juran (1988) Cht lng l s ph hp i vi nhu cu
Theo Feigenbaum (1991) Cht lng l quyt nh ca khch hng da trn
kinh nghim thc t i vi sn phm hoc dch v c o lng da trn nhng
yu cu ca khch hng, nhng yu cu ny c th nu ra hoc khng nu ra, c
thc hoc n gin ch l s cm nhn, hon ton ch quan hoc mang tnh
chuyn mn v lun i din cho mc tiu ng trong th trng cnh tranh
 6

Theo Lehtinen & Lehtinen (1982) cho l cht lng dch v phi c nh gi
trn 2 kha cnh, (1) qu trnh cung cp dch v v (2) kt qu ca dch v.
Gronroos (1984) cng ngh hai thnh phn ca cht lng dch v , l (1) cht
lng k thut, l nhng g m khch hng nhn c v (2) cht lng chc
nng, din gii dch v c cung cp nh th no.
Tuy nhin, khi ni n cht lng dch v chng ta khng th no khng cp
n ng gp rt ln ca Parasuraman & ctg (1985). Parasuraman & ctg nh ngha
cht lng dch v l Mc khc nhau gia s mong i ca ngi tiu dng v
dch v v nhn thc ca h v kt qu ca dch v.
Cc m hnh v cht lng dch v

a. M hnh cht lng dch v ca Parasuraman

Parasuraman & ctg (1985) l nhng ngi tin phong trong nghin cu cht
lng dch v.Thnh cng ca nghin cu to phng tin t ph gip cc nh
kinh doanh c c kt qu cht lng ca h thng qua vic nghin cu nh gi
ca khch hng ngi s dng dch v. Cc tc gi ny khi xng v s
dng nghin cu nh tnh v nh lng xy dng v kim nh thang o cc
thnh phn ca cht lng dch v ( gi l thang o SERVQUAL). Thang o
SERVQUAL c iu chnh v kim nh nhiu loi hnh dch v khc nhau.
Thang o SERVQUAL c ghp t hai t SERVICE Dch v v QUALITY
Cht lng, c kh nh nghin cu nh gi l kh ton din ( Svensson, 2002).
Nghin cu ca Parasuraman (1985) cho rng cht lng dch v l khong
cch k vng ca khch hng v dch v m h ang s dng vi cm nhn thc t
v dch v m h hng th.Cc nh nghin cu ny a ra m hnh 5 khong cch
cht lng dch v.
 7

Hnh1.1 : M hnh 5 khong cch cht lng dch v

Ngun: Parasuraman & ctg (1985)

Trng tm ca m hnh ny l khong cch hay s chnh lch (GAP) gia s
mong i ca khch hng v s cm nhn thc t ca khch hng nhn c sau
khi tiu dng sn phm. Khong cch ny th hin trn khong cch 5 ca m hnh,
l khong cch gia s mong i v s cm nhn ca khch hng v cht lng
dch v ca cng ty.
Mc tiu ca cc doanh nghip kinh doanh dch v l xa b, thu hp khong
cch ny n mc nh nht c th. p dng m hnh ny cng ch ra nhiu thch
thc i vi cc doanh nghip du lch khi mun nng cao cht lng dch v ca
mnh.
 8

Trong m hnh SERVQUAL, bin php ny c th hin nhng n lc

xa b hoc thu hp cc khong cch 1,2,3 v 4. iu ny s gip cc doanh nghip
gim bt khong cch th 5.

- Khong cch th 1 (GAP1) : l khong cch gia s mong i thc s

ca khch hng v nhn thc ca nh qun tr v iu . Nu khong cch
ny ln tc l nh qun tr khng bit khch hng mong i g. V vy, hiu
chnh xc khch hng mong i g l bc u tin v quan trng nht trong
vic cung cp dch v c cht lng i vi mt doanh nghip kinh doanh
dch v. Tuy nhin, doanh nghip bit v s mong i ca khch hng c th
khc vi nhng ci m khch hng thc s mong i. Do , to nn GAP1 :
Khng bit khch hng mong i g c 3 nguyn nhn:
Nguyn nhn th 1: l thiu nh hng maketing, c ngha l doanh
nghip c hot ng maketing cha hiu qu, khng s dng hp l cc kt
qu nghin cu.
Nguyn nhn th 2: l knh thng tin t di ln khng hiu qu.
Nguyn nhn th 3: l doanh nghip c qu nhiu cp bc qun l v
thng tin sau khi i qua qu nhiu cp bc qun l c th b bp mo hoc b
lm sai lch hoc b tht lc.
- Khong cch 2 (GAP2) :l khong cch gia s hiu bit ca nh qun l
v nhng g khch hng mong i vi vic chuyn ha chng vo trong cc
tiu chun ca dch v ( hay khng la chn ng tiu chun ca dch v).
Khong cch ny s rt ln nu nh nh qun l cho rng mong i ca
khch hng l khng th p ng. Nhn thc ny c th l do suy ngh hp,
nng cn, ngn hn ca mt b phn cc nh qun l. iu ny cng th hin
s th ng khng chu t duy theo hng tch cc, sng to v lc quan
ca cc nh qun l v kh nng tm cc gii php cho doanh nghip nhm
p ng nhu cu khch hng.
- Khong cch 3 (GAP3) l khong cch gia cc tiu chun cht lng
dch v c thit lp ca doanh nghip vi cht lng dch v thc t
 9

doanh nghip cung cp ra th trng ( hay khng cung cp dch v theo ng

cc tiu chun xc nh).
Khong cch ny tp trung vo nhn vin phc v trc tip, nhng ngi
tip xc trc tip vi khch hng. H l mt phn ca dch v v c nh
hng rt ln n s nh gi ca khch hng v cht lng dch v ca
cng ty. Cht lng dch v cao khng th do nhng nhn vin ti cung cp.
Tuy nhin, nhn vin cng cn c s h tr ph hp t pha doanh nghip
thc hin cng vic. Cht lng dch v v th cng chu tc ng ca chnh
doanh nghip. V d bng m t cng vic, tiu chun thc hin cng vic
khng r rng, khng ph hp, cng ngh h tr cng vic ngho nn , h
thng kim sot qun l ln xn kh hiul nhng nguyn nhn dn n
s thc hin cng vic ti t, nh hng n kh nng v k nng thc hin
cng vic ca nhn vin phc v, v th s tc ng n cht lng dch v
ca doanh nghip.
- Khong cch 4 (GAP4) l khong cch gia cht lng dch v c
cung cp vi nhng thng tin, qung co hay li ha m doanh nghip em
n cho khch hng.
Khong cch 4 sinh ra do nhng nguyn nhn nh:
Truyn thng theo chiu ngang ( gia cc b phn trong doanh nghip
khng ph hp) : Truyn thng gia cc phng ban v trong b phn ca
doanh nghip l cn thit t c mc tiu chung. Khong cch ny l
do li trong truyn thng tin. V d: nhn vin maketing bit chnh xc mong
i ca khch hng, tuy nhin thng tin ny khng c thng tin chnh xc
ti cc b phn cung cp dch v. Do khng th cung cp dch v c cht
lng tt cho khch.
Xu hng phng i li ha: truyn thng bn ngoi l mt nhn t quan
trng khc, khch hng c th c nhn bit v doanh nghip thng qua cc
thng tin qung co, li ha m doanh nghip m doanh nghip mun gi
n h nh mt bin php thu ht khch v cnh tranh vi cc i th
 10

cnh tranh ca mnh. V th, khi cc thng tin, li ha c a ra th i

hi nht thit n phi c thc hin bng mi gi. Nu doanh nghip cung
cp nhng thng tin khng chnh xc, c xu hng phng i l di
khch hng th s tc ng xu n lng tin ca khch. Khi ngi tiu
dng b tht vng v tt nhin cht lng dch v b gim st mt cch ti t
ngoi mun. Thc t chng minh rng cc doanh nghip kinh doanh
dch v khng nn a ra hay cung cp thng tin, thng ip qu xa so vi
thc t v ha bao gi cng d hn thc hin li ha.
- Khong cch 5 (GAP5) l khong cch cht lng dch v ca cng ty.
Cht lng dch v c coi l hon ho khi khong cch 5 bng 0.
Khong cch 5 chnh l cht lng dch v ca cng ty v khong cch ny
ph thuc vo s bin thin ca cc khong cch 1, 2, 3 v 4.Ci tin cht
lng dch v l ti thiu ha khong cch 5, iu ny ng ngha vi vic
ti thiu ha cc khong cch cn li. Cht lng dch v trong cng ty xc
nh bng hm s:
Khong cch 5 = f(khong cch 1, khong cch 2, khong cch 3, khong
cch 4).
Parasuraman & ctg lc u nghin cu rng cht lng dch v c cm
nhn bi khch hng c hnh thnh bi 10 thnh phn, l:
1. tin cy ( reliability)
2. Kh nng p ng ( responsiveness)
3. Nng lc phc v (competence)
4. Tip cn (access)
5. Lch s (courtesy)
6. Thng tin (communication)
7. Tn nhim (credibility)
8. an ton (security)
9. Hiu bit khch hng (understanding customer)
10. Phng tin hu hnh (tangibles)
 11

M hnh 10 thnh phn ca cht lng dch v c th bao qut ht mi kha cnh
ca mt dch v, nhng li phc tp trong vic o lng, mang tnh l thuyt v c
nhiu thnh phn khng t gi tr phn bit. Do , cc nh nghin cu nhiu
ln kim nh m hnh ny v i n kt lun l cht lng dch v bao gm 5 thnh
phn c bn, l:
1. tin cy (reliability): th hin qua kh nng thc hin dch v ph hp
v ng thi hn ngay ln u tin.
2. Kh nng p ng (responsiveness): th hin s tnh gip khch hng,
cng nh cung ng dch v nhanh chng.
3. Nng lc phc v ( competence): th hin qua trnh chuyn mn, thi
lch s, nim n v to s tin tng cho khch hng.
4. S ng cm (empathy): th hin qua s quan tm chm sc n tng c
nhn khch hng.
5. Phng tin vt cht hu hnh (tangibles): th hin qua ngoi hnh, trang
phc ca nhn vin v cc trang thit b phc v cho dch v.

Theo nghin cu ca Parasuraman & ctg (1988) cho ra i thang o cht lng
dch v ( SERVQUAL) vi 21 bin quan st thuc 5 nhm thnh phn ca cht
lng dch v.
Bng 1.1 : Thang o SERVQUAL
Nhm mc tin cy: o lng mc thc hin cc chng trnh ra vi 5
bin quan st:
1. Khi cng ty XYZ ha s thc hin iu g vo khong thi gian xc
nh th cng ty s thc hin.
2. Khi bn gp vn , cng ty XYZ th hin s quan tm chn thnh trong
gii quyt vn .
3. Cng ty XYZ thc hin dch v ng ngay ln u tin.
4. Cng ty XYZ cung cp dch v ng vo thi im m cng ty ha s thc hin.
5. Cng ty XYZ thng bo cho khch hng khi no dch v s c thc hin.

Nhm mc p ng: o lng kh nng thc hin cc dch v kp thi v ng

hn vi 3 bin quan st:
1. Nhn vin cng ty XYZ phc v bn nhanh chng, ng hn.
2. Nhn vin cng ty XYZ lun lun sn sng gip bn.
 12

3. Nhn vin cng ty XYZ khng bao gi t ra qu bn rn khng p ng

yu cu ca bn.

Nhm nng lc phc v: o lng kh nng to s tin tng v an tm ca n v

dch v cho khch hng vi 4 bin quan st:
1. Hnh vin ca nhn vin cng ty XYZ ngy cng to s tin tng i vi bn.
2. Bn cm thy an ton khi thc hin giao dch vi cng ty XYZ.
3. Nhn vin trong cng ty XYZ bao gi cng t ra lch s, nh nhn vi bn.
4. Nhn vin cng ty XYZ kin thc tr li cc cu hi ca bn.

Nhm mc ng cm: o lng kh nng quan tm, thng cm v chm sc

tng c nhn khch hng vi 4 bin quan st:
1. Cng ty XYZ th hin s quan tm n c nhn bn.
2. Cng ty XYZ c nhng nhn vin th hin s quan tm n c nhn bn.
3. Cng ty XYZ th hin s ch c bit n nhng quan tm nhiu nht ca bn.
4. Nhn vin trong cng ty XYZ hiu c nhng nhu cu c bit ca bn.

Nhm phng tin hu hnh: o lng mc hp dn, hin i ca cc trang

thit b vt cht, gi phc v thch hp, cng nh trang phc ca cc nhn vin phc
v vi 5 bin quan st:
1. Cng ty XYZ c trang thit b hin i.
2. C s vt cht ca cng ty XYZ trng rt hp dn.
3. Nhn vin ca cng ty XYZ c trang phc gn gng lch s.
4. Cc phng tin vt cht trong hot ng dch v rt hp dn ti cng ty XYZ.
5. Cng ty XYZ c thi gian giao dch thun tin.

Tuy c nhiu tranh ci v s lng thnh phn nh gi, nhng sau hng lot
nghin cu v kim nh th 5 thnh phn ny vn c xem l n gin v y .
Vi mi thnh phn, Parasuraman thit lp nhiu bin quan st o lng nh
gi ca khch hng theo quan im Likert. V ng cng cho rng vi tng loi dch
v v tng tnh cht nghin cu khc nhau th s lng bin quan st cng khc
nhau.
 13

b. M hnh ch s tha mn khch hng ca M (CSI model):

S mong i S than
(Expectations phin
S hi (Complaint
) lng ca )
Gi tr khch
cm nhn hng
(Perceive (SI)
Cht lng d value) S trung
cm nhn
thnh
(Perceived
(Loyalty)
quality)

Hnh 1.2: M hnh ch s hi lng khch hng ca M

(American Customer Satisfaction Index ACSI)
Ch s tha mn ca khch hng (ACSI ) l mt ch s kinh t da trn vic lp
m hnh cc nh gi ca khch hng v cht lng hng ha v dch v c mua
M v c sn xut bi c cc cng ty trong v ngoi nc vi th phn kh ln
M. Ch s tha mn khch hng M c pht trin bi trung tm nghin cu
pht trin quc gia (NQRC) ti trng kinh doanh Stephen M.Ross thuc i hc
Michigan, dn u l gio s Claes Fornell.
Ch s tha mn khch hng M s dng cc cuc phng vn khch hng nh l
d liu u vo cho mt m hnh ton kinh t a phng trnh. M hnh ACSI l
mt m hnh vi cc ch s nh hng n s tha mn bn pha tay tri ( s mong
i, cht lng c nhn thc v gi tr c nhn thc) bn tay phi ( s than
phin, s trung thnh bao gm s duy tr khch hng v chp nhn gi cao hn).
Cc ch s trong m hnh l cc thnh phn a bin c o lng bi nhiu cu
hi m c nh gi mc quan trng trong m hnh. Cc cu hi th hin nh
gi ca khch hng v cc yu t quyt nh n mi ch s. Cc ch s c bo
co trn thang o t 0 n 100. Cuc iu tra v phng php lp m hnh lng
ha sc mnh nh hng ca ch s bn tri n ch s mi tn ch n bn phi.
Cc mi tn ny th hin s nh hng.M hnh ACSI t nh gi tm quan trng
ti a ha s gii thch ca s tho mn khch hng n lng trung thnh khch
 14

hng. Nhn vo cc ch s v nh hng , ngi s dng m hnh c th xc nh

c cc yu t nh hng n s tha mn, nu cc yu t ny c ci thin s c
tc ng tt n lng trung thnh ca khch hng.

c. M hnh nghin cu ca H Th Hn Ti
Lun vn thc s kinh t ca H Th Hn Ti (2008), trng i hc
Kinh t TP.HCM, MS 60.34.05 thc hin nghin cu: nh gi cht
lng dch v tic ci ca Cng ty Dch v Du lch Ph Th. Nghin cu
ny da vo l thuyt cht lng dch v, l thuyt v o lng v nh
gi thang o c. M hnh nghin cu ban u ca ti bao gm 5 thnh
phn chnh l: Tin cy, s p ng, nng lc phc v, ng cm v phng
tin hu hnh. Nhng sau khi phn tch EFA ti a ra m hnh iu
chnh gm 6 nhn
t: Kh nng p ng, nng lc phc v, mc tin cy, s ng cm,
phng tin vt cht hu hnh v tip cn thun tin.
 15

Kh nng p ng

Nng lc phc v
+0.224
+0.260
Mc tin cy +0.312
S hi lng

+0.078
S ng cm
+0.201

+0.161
Phng tin vt cht hu
hnh

Tip cn thun tin

Hnh 1.3: M hnh nghin cu ca H Th Hn Ti (2008)

Kt qu ca ti cho thy mc tin cy tc ng mnh nht n s hi lng
khch hng, tip n l nng lc phc v, phng tin vt cht hu hnh, tip cn
thun tin v thp nht l mc ng cm. Tt c cc yu t u tc ng dng
n s hi lng ca thc khch v cht lng dch v tic ci.

1.1.2 S hi lng ca khch hng

1.1.2.1 Nhu cu

Nhu cu ca con ngi l cm gic thiu ht mt ci g m h cm nhn

c. c th l cm gic thiu ht nhng nhu cu sinh l c bn v n, mc,
 16

si m,hay nhu cu x hi nh: tnh cm, uy tn, cng nh nhu cu c nhn t

th hin mnh.(L Th Gii, nm 2010 ).

1.1.2.2 Mong mun

Mong mun ca con ngi l mt nhu cu cp thit c dng c th tng ng

vi trnh vn ha v nhn cch ca mi ngi. Mong mun c biu hin ra
thnh nhng th c th c kh nng tha mn nhu cu bng phng thc m np
sng vn ha x hi vn quen thuc.(L Th Gii,2010).

1.1.2.3 Yu cu

Yu cu l mong mun c h tr bi kh nng thanh ton. Cc mong mun

s tr thnh yu cu khi c m bo bi sc mua(L Th Gii2010)

1.1.2.4 S hi lng

C nhiu nh ngha v s hi lng ca khch hng nh:

S tha mn l s phn ng ca ngi tiu dng i vi vic c lng s khc
nhau gia mong mun trc ( hoc nhng tiu chun cho s th hin) v s th
hin thc s ca sn phm nh l mt s chp nhn sau khi tiu dng n(Tse v
Wilton, 1988).
Hay ngn gn hn: S tha mn l mc trng thi cm gic ca mt ngi
bt ngun t vic so snh kt qu thu c t nhng sn phm vi nhng k vng
ca ngi ( Kotler, 2001).
Ni chung chng ta c th hiu s tha mn chnh l trng thi cm nhn ca
mt ngi thng qua vic tiu dng sn phm v mc li ch m mt sn phm
thc t em li so vi nhng g ngi k vng.
Nh vy mt ngi khch du lch s cm nhn v s hi lng ca mnh qua mt
qu trnh nh sau: u tin h tm kim hay c gii thiu nhng thng tin v cc
tour du lch, la chon mt tour m h k vng l s tha mn nht thng qua c
lng v li ch thu c v chi ph phi b ra. K n khch du lch s tham gia
tour v cm nhn, nh gi li ch thc t tour du lch em li cho h trong qu
trnh i du lch bng cch so snh tng li ch thu c v chi ph thc s b ra
 17

( tin bc, cng sc, thi gian). Cui cng l so snh mc chnh lch li ch thc
t vi k vng trc . C 3 trng hp xy ra (hnh 1.4)
Li ch sn phm

Li ch dch v
Tng li ch ca khch hnh

Li ch v nhn s

Li ch v hnh nh
Li ch dnh cho khch hng
Chi ph tinh thn

Gi mua
Tng chi ph ca khch hng

Chi ph thi gian

Chi ph cng sc

Hnh 1.4: Cc yu t quyt nh gi tr dnh cho khch hng

( Ngun : L Th Gii, 2010).
 18

K vng
Thc t

Khng hi lng Hi lng Rt hi lng

Hnh 1.5: Mc hi lng ca khch hng khi so snh gia k vng v thc t.
Do yu t khch quan nn khch hng thng khng th c lng chnh xc li
ch sn phm em li, do mc k vng thng nm trong mt khong t dch v
tha ng n dch v mong c
Dch v mong c
Min chu ng
Dch v tha ng
Trong : Dch v tha ng l mc m khch hng tin rng l mc thp
nht m dch v phi em li cho h. Dch v mong c l mc k vng cao nht
khch hng dnh cho dch v.
Chnh v th, khch hng s chp nhn dch v nu nh li ch n em li nm trong
min chu ng ca h. Qua cc phn tch trn th s tha mn ca khch hng
khng ch ph thuc vo cht lng dch v, vo li ch m n em li m cn ph
thuc vo k vng ca khch hng.
Nhng k vng ca khch hng thng c hnh thnh t nhng kinh nghim
mua hng trc y ca h, nhng kin ca bn b, ng nghip, nhng thng tin
 19

ha hn ca ngi bn v i th cnh tranh. Bng n lc marketing , ngi bn c

th tc ng n, thm ch l lm thay i k vng ca khch hng. Tuy nhin n
y mt vn c t ra cho cc doanh nghip ni chung v cc doanh nghip du
lch ni ring l c nn to ra nhng k vng qu cao cho khch hng? Bi v nu
to cho khch hng k vng qu cao v sn phm trong khi n khng xng ng th
s lm khch hng tht vng. Cn ngc li, nu to k vng thp hn kh nng sn
phm mang li th s lm hi lng ngi mua nhng s khng thu ht c nhiu
khch hng n vi cng ty.
Trong trng hp ny, gii php marketing hp l m cc doanh nghip thnh
cng thng p dng l gia tng k vng ca khch ng thi vi vic bo m tnh
nng ca sn phm tng ng vi nhng k vng . Vic ny li gp ro cn v
ngun lc c gii hn ca doanh nghip. Cho nn cc doanh nghip thng phi la
chn yu t gia tng li ch ca sn phm cao nht vi chi ph thp nht. lm
c iu ny cc doanh nghip cn phi tm hiu cc yu t tc ng n s hi
lng ca khch hng v yu t no ng vai tr quan trng hn.

1.1.3 Mi quan h nhn qu gia cht lng dch v vi s hi lng

khch hng.

Cht lng dch v Cc yu t tnh hung

S hi lng ca khch hng

Cht lng sn phm

Gi Cc yu t c nhn

Hnh 1.6: M hnh nhn qu gia cht lng cm nhn vi s hi lng ca

khch hng( Zeithaml& Bitner, 2000).
Zeithaml & Bitner ( 2000) xy dng m hnh nhn qu gia s cm nhn cht
lng ca khch hng vi s hi lng ca khch hng. Cc thnh phn m hnh bao
 20

gm cht lng sn phm, cht lng dch v, cc yu t tnh hung v cc yu t

c nhn.
Nhn t th nht nh hng n s hi lng ca khch hng l Cht lng
hdch v. y l s nh gi ca khch hng hin ti v cc dch v kt hp nh
dch v khch hng v cc iu kin th hin sn phm. Nu khch hng nh gi
tt cc dch v kt hp th s hi lng ca khch hng v dch v cng cao.
Th hai, nhn t cht lng sn phm l nh gi ca ngi tiu dng hin ti
v sn phm nh tnh nng, li ch ca sn phmKhi khch hng nh gi tt v
cht lng sn phm s gp phn nng cao mc hi lng ca khch hng vi sn
phm .
Nhn t th ba l gi: cc nghin cu trc y tha nhn rng s hi lng ca
khch hng ph thuc vo gi, gi l s tin chi tr nhn c sn phm hay dch
v no . Gi c k vng l c nh hng trc tip ti s hi lng ca khch
hng.
Tip theo l cc yu t tnh hung cng nh hng n s hi lng ca khch
hng. Cc yu t ny bao gm mt s yu t khng iu khin c nh kinh
nghim tiu dng ca khch hng, s nh gi ca khch hng v cng ty
Nhn t cui cng l cc yu t c nhn tui tc, ngh nghip, hon cnh kinh
t, phong cch sng, c tnh, nhn thc, tnh cm ca khch hng v cc yu t tm
l. Cc yu t ny cng nh hng n mc hi lng ca khch hng.

1.2 L thuyt v du lch Team-building

1.2.1 Khi nim

Team- building l mt kha hc (thng c t chc ngoi tri thng qua cc

hot ng tr chi cho hc vin ( nhng ngi tham gia ) cng tri nghim, suy
ngm cc tnh hung da trn cc cu hi ca ging vin ( Facilitator) hc vin
rt ra cc bi hc c th trong thc tin cng vic. T , gip hc vin iu chnh
thi v hnh vi c nhn cho ph hp hn khi lm vic chung vi nhau, cng
hng n mc tiu chung ca t chc , tng cng s hiu bit, phi hp nhp
 21

nhng, n khp, nng cao k nng giao tip, x l cc tnh hung v t hiu qu
cao trong cng vic.

1.2.2 Vai tr

Team building cn thit cho hu ht cc t chc, l dp cc thnh vin hiu

bit v tng cng quan h lm vic vi nhau, em li s thay i ton din v to
mi trng chung gip mi ngi lm vic mt cch hiu qu hn. Thng qua cc
tr chi to iu kin cho cc c nhn v b phn khc nhau trong cng mt n v
phi hp lm vic, to s gn b gia cc thnh vin v b phn.

1.2.3 Phn loi: Cc dng chnh ca teambuilding gm

Outdoor: bao gm cc chng trnh hun luyn d ngoi, c th kt hp
vi cc chng trnh hun luyn indoor trc hoc cc chng trnh du
lch ngh ngi. Ngoi ra, cc chng trnh teambuilding outdoor thng kt
hp vi chng trnh gala dinner vo bui ti to hiu ng tt nht cho
chng trnh. y chnh l giy pht mi ngi th gin vui v, tn
hng nhng thnh qu hoc tng thng cho nhng thnh cng t
c , qua cng to thm s hiu bit, on kt gia cc thnh vin vi nhau.
Chng trnh c th thc hin bt c ni u: trn bin, khu d ngoi
hay bt k khu vc ngoi tri no, phn ln l ti cc khu vc ngoi tri c
a hnh a dng khc nhau nh bi c, bi bin, ni, rng, sng h
Cc chng trnh teambuilding outdoor gip ngi tham gia thot khi
khng kh ngt ngt ca chic hp vn phng hay nhng phng hi tho,
mang n cho h mt lung sinh kh mi. Thng qua , ngi tham gia
khng ch ci thin c cc k nng mm cn thit m cn c c hi ha
mnh trong mt mi trng mi y thch thc , sng to nhng khng km
phn tha mi, th v.
Indoor: l cc chng trnh ngn kt hp vi kha hun luyn l thuyt
hay nhng cuc hi tho ca cng ty. Thng qua cc hot ng trong chng
 22

trnh , ngi tham gia c th vn dng song song nhng k nng vo cc tnh
hung c m phng thc t, hoc tham gia vo nhng game mang tnh
cht kch thch s t duy, tinh thn v nng cao nhng k nng cn thit cho
mi c nhn cng tp th trong cng vic cng nh trong cuc sng.

Thng thng , cc chng trnh teambuilding indoor s c s tham gia ca cc

din gi- nhng ngi c chuyn mn cao hng dn cc thnh vin tham d
trong bui training. Ty thuc vo yu cu doanh nghip, tnh hnh thc t ca cng
ty cng nh cc mc tiu chng trnh m din gi a ra cc bi hc cn
thit.Trong thi gian thc hin chng trnh , din gi thng nu cc cu hi,
hng dn hc vin tho lun, trao i, chia s v c kt bi hc sau mi tr chi.
n vi chng trnh teambuilding indoor , ngi tham gia s c ha mnh
vo bu khng kh thoi mi, th gin vi nim vui thch hc m chi, chi m hc,
gip mi ngi gim stress trong cng vic hng ngy.
Adventure teambuilding : l cc hot ng xy dng tinh thn lm vic
nhm da trn iu kin khng gian mo him nh ni rng, sng sui, vc
su, bin rngTruyn cm hng cho tt c cc thnh vin thng qua mt
chuyn phiu lu y mo him v khm ph thm nhng iu tht mi l
trong cuc sng. em n cho ngi tham gia cc nh hng hoc ng lc
vn n nhng tm cao mi, ln x ht mnh vo cuc chi nh chnh trong
cng vic, y l nhng hot ng i hi ngi tham gia phi hi t c tr
lc v th lc vt qua cc th thch. Adventure teambuilding rt a
dng vi nhiu hnh thc khc nhau nh cho b vt bin, vt sng, i xe
p a hnh vt ni i, trekking vt bng rng,ci voi
Teambuilding for leadership: hay cn gi l chng trnh hun luyn
dnh cho lnh o. i tng ca chng trnh ny l cc nhm t trng
phng ln n cc gim c cng ty, k c cc nhn s chun b cho cc v
tr qun l trong tng lai.Mc tiu ca chng trnh hun luyn thng
hng n gii quyt cc vn lin quan n nhn s, c th cp n
cc vn nh pht huy nhng k nng qun l ca mnh thng qua ni
dung chng trnh o to thit thc, hiu qu v i st vi nhu cu cng ty
a ra. Ngi tham gia c c hi giao lu, chia s kinh nghim gia cc
 23

leader v manager, cung cp cho cn b qun l nn tng kin thc qun l

vng chc, i su vo cc k nng qun l nh : hoch nh, gim st, t
chc, lnh oNhng thng thng, cc chng trnh s c xy dng
ph hp vi tnh hnh nhn s ca cc cp lnh o trong cng ty gii
quyt ng nhu cu cp thit.
1.2.4 i tng s dng
Team building l kha hc cn thit cho hu ht cc n v trong cn c s
phi hp lm vic ca cc c nhn v b phn khc nhau trong cng mt t
chc.Team building li cng thc s cn thit cho nhng t chc m xut hin
nhng mu thun v thiu on kt, gn b gia cc thnh vin v b phn.
Ngoi ra, team building cng cn thit cho cc t chc c nhiu vn phng chi
nhnh t ti cc vng min a l khc nhau trn c nc v nc ngoi .

1.3 M hnh nghin cu xut

Trong lnh vc kinh doanh dch v th cht lng dch v l mt yu t
quan trng tc ng mnh n s tha mn ca khch hng. Mt trong
nhng thang o cht lng c nhiu ngi p dng nht l thang o
SERVQUAL c to ra vo nhng nm 1980 bi Parasuraman & ctg. ng
thi da vo cc nghin cu trn ta thy tt c cc nghin cu ban u u
s dng thang o SERVQUAL xy dng m hnh nghin cu ca mnh.
Tuy nhin qua vic phn tch s liu v ty vo cc lnh vc khc nhau m
a ra m hnh v mc nh hng ca cc yu t vo cht lng dch v
v s tha mn ca khch hng l khc nhau.
Do , em chn m hnh thang o SERVQUAL do Parasuraman & ctg
xy dng lm m hnh nn tng xy dng m hnh nghin cu ca ti:
 24

Phng tin hu hnh

H1
Mc tin cy H2
H3
H4
Mc p ng H5

S hi lng

Mc ng cm

Phong cch phc v

Hnh 1.7: M hnh nghin cu xut

T m hnh nghin cu, chng ta a ra cc gi thuyt nghin cu ca ti:
Gi thuyt 1: Cm nhn ca khch hng v phng tin hu hnh tng hay gim
th mc hi lng ca h i vi dch v tng hay gim theo.
Gi thuyt 2:Cm nhn ca khch hng v mc tin cy ca dch v ny tng hay
gim th mc hi lng ca h i vi dch v tng hay gim theo.
Gi thuyt 3 Cm nhn ca khch hng v mc p ng tng hay gim th mc
hi lng ca h i vi dch v tng hay gim theo.
Gi thuyt 4: Cm nhn ca khch hng v mc ng cm tng hay gim th
mc hi lng ca h i vi dch v tng hay gim theo.
Gi thuyt 5: Cm nhn ca khch hng v phng cch phc v tng hay gim th
mc hi lng ca h i vi dch v tng hay gim theo.
Nh vy, vi cc gi thuyt t H1 n H5 ch s tc ng theo chiu thun ca
cc bin c lp n bin ph thuc (s hi lng ca khch hng).
 25

CHNG II : GII THIU V CNG TY C PHN DU

LCH LONG PH

2.1 Qua trnh hnh thnh v pht trin

Tin thn ca cng ty C phn du lch Long Ph l cng ty nui kh Ph Khnh,
c thnh lp vo ngy 13/1/1984 nh vo s u t ton b v vn, con ging v
k thut t chnh ph Lin X.
n 18/4/1985 cng ty i tn thnh cng ty 18 thng 4 ( ly tn theo hip c
thng mi gia Vit Nam v chnh ph Lin X c k 18/4/1984).Do sn phm
ca cng ty ch yu c tiu th ti Lin X nn vo nm 1991 khi Lin X sp
th cng ty cng ri vo tnh trng kh khn.
n thng 10/1996 cng ty 18/4 c st nhp vo cng ty KHATOCO v c tr
s t ti khu du lch Chng_ Vnh Lng_ Nha Trang_ Khnh Ha. Sau
theo quyt nh s 1881/2001/UBND ngy 25/5/2001 ca y Ban nhn dn tnh
Khnh Ha v vic sp nhp cng ty 18 thng 4 v cng ty Khch Sn Hong Gia
thnh cng ty Du lch Long Ph.
Theo quyt nh s 1734/Q_UBND ngy 9/10/2006 ca UBND tnh Khnh Ha,
cng ty c c phn ha v i tn thnh Cng Ty C Phn Du Lch Long Ph.

- Tn cng ty: Cng Ty C Phn Du Lch Long Ph

- Tn giao dch quc t : Long Phu Tourist Joint Stock Company.
 26

- Tn vit tc: LPC

Tr s chnh : Chng Vnh Lng Nha Trang
- Tel: 84.58.3839436 3839446
- Email: longphutourist@khatoco.com
- Website: www.nhatranglongphutourist.com.vn
Trung tm du lch l hnh: 84 Hng Vng Nha Trang.
- Tel: 84.58.3527022 2241550
- Fax: 84.58.3525582
- Email: longphutouorist@dng.vnn.vn

2.2 Chc nng , nhim v, lnh vc hot ng ch yu

2.2.1 Chc nng
Khi mi thnh lp cng ty c chc nng sau:
- Chn nui kh v ng vt rng.
- Ch bin, xut khu cc sn phm t kh v ng vt rng.

Nhng t khi ng k kinh doanh li t ngy 25/6/1998, cng ty c chc nng sau:
- Kinh doanh du lch bin o sinh thi, t chc cc tour du lch ni a v
quc t.
- Kinh doanh khch sn, nh ngh, lu tr.
- Bn hng lu nim.
- Kinh doanh nh hng, dch v n ung v cc dch v vui chi gii tr nh:
xic th, ci iu, ua xe th thao F1, cc tr th thao trn bin,khm
ph i dng, teambuilding,
- Nui v ch bin cc mn n t iu, hu sao, kh, dng.

2.2.2 Nhim v
i vi nh nc :
- Kinh doanh ng ngnh ngh ng k v mc ch thnh lp cng ty.
- Thc hin nghim chnh cc ch , quy ch v qun l kinh t ca nh
nc v cc hp ng kinh t.
 27

- Thc hin v chp hnh y ch , th l qun l- s dng ti sn

c giao theo ng quy nh ca nh nc mt cch hiu qu.
- Gi gn trt t, an ton x hi.
i vi khch hng:
- Tip n , phc v du khch n ung, ngh ngi, vui chi gii tr theo
ng tour, chng trnh ca cng ty v nhu cu ca du khch.
- Phc v, hng dn du khch mt cch nhit tnh, chu o, m bo vn
an ninh trt t v cng tc cu h trong sut qu trnh tham quan ca khch.
i vi cn b cng nhn vin cng ty
- Chm lo ci thin cc iu kin sng v lm vic ca cng nhn vin, vn
dng nguyn tc phi hp lao ng, thc hin cc chnh sch u i nhm
khuyn khch v tinh thn v vt cht cho cn b cng nhn vin theo ng
ch quy nh ca nh nc cng nh quy nh ca cng ty.
- Lun c k hoch o to, bi dng nhm nng cao trnh , kin thc
cho i ng cng nhn vin ca cng ty v vn ha, chnh tr, chuyn mn,
nghip v, trnh qun l; c chnh sch khuyn khch, thu ht nhn ti v
cng ty p ng nhu cu ngy cng cao ca cng vic kinh doanh v nhu
cu ca du khch.
i vi vn bo v mi trng:
- Cng vic kinh doanh ca cng ty l da vo khai thc cnh quan thin
nhin v mi trng sinh thi ti vnh Nha Phu. Vi phong cnh hoang s,
t b tc ng bi bn tay con ngi, li c u i ca thin nhin v cnh
vt nh: thc, ghnh, sui, hoa lan rng lm say m bit bao du khch.
Do , cng tc bo v mi trng sinh thi, cnh quan thin nhin i vi
cng ty l ht sc quan trng, n nh hng rt ln n s tn ti v pht
trin ca cng ty.

2.2.3 Lnh vc hot ng ch yu

- Kinh doanh dch v l hnh ni a, quc t.
- Kinh doanh dch v khch sn.
 28

- Kinh doanh dch v vui chi gii tr , dch v ln bin.

- Vn ti hnh khch (bao gm c vn chuyn khch du lch v vn ti hnh
khch theo tuyn c nh).
- Kinh doanh dch v n ung, gii kht.
- Mua bn ru , thuc l iu sn xut trong nc , bn hng lu nim.
- Chn nui kh v ng vt rng.
- Ch bin cc sn phm t kh v ng vt rng.(tr cc loi ng vt rng
cm kinh doanh)
 29

2.3 C cu t chc ca cng ty

Hi ng qun tr

Gim c

Ph gim c Ph gim c
(ph trch cc o & nh hng Chng) (ph trch trung tm du lch l hnh)

29
Phng ti v Phng sale v maketting Phng iu hnh v hng dn Phng nghip v t chc
S 2.1 : T chc b my qun l cngdu
ty lch
c phn du lch Long Ph

KDL Hn KDL Sui KDL Hn Th v Nh hng i tu Trung tm DL Khch sn

Lao Hoa Lan Hn Sm Chng l hnh Hong Gia
 30

Hi ng qu tr:
L c quan qun l cng ty c thm quyn nhn danh cng ty quyt nh cc
vn lin quan ti mc ch, quyn li ca cng ty. Qun l cng ty theo iu
l v thc hin k hoch pht trin di hn ca cng ty, trc tip theo di ra
cc phng php cn thit nhm thc hin tt cc hot ng ca cng ty trong tng
thi k, huy ng vn cho tng thi im thch hp.
Ban lnh o cng ty:
- Gim c: c hi ng qun tr bu ra, thay mt hi ng chu trch
nhim qun l mi hot ng sn xut kinh doanh ca cng ty, c quyn v
ngha v sau:
+ iu hnh mi hot ng sn xut kinh doanh, xy dng n, k hoch kinh
doanh ngn, trung v di hn bo co ln Hi ng qun tr.
+ Quan h giao dch vi khch hng, k kt hp ng kinh t, ch ng lin
doanh, lin kt vi cc i tc theo ng quy nh ca nh nc nhm mang li
hiu qu kinh doanh cho cng ty.
+ c quyn t chc b my qun l cc b phn sn xut kinh doanh, dch v,
quyt nh s lng lao ng cn thit cc c s sn xut kinh doanh sao cho
ph hp vi hot ng ca cng ty.
+ C quyn b nhim, min nhim, khen thng v k lut, nng lng theo s
phn cp ca cp trn v theo quy nh ca php lut hin hnh.
+ c quyn ch ng thnh lp v gii th cc b phn sn xut kinh doanh,
dch v trc thuc cng ty.
+ C trch nhim to cng n vic lm, nng cao i sng vt cht tinh thn cho
cn b cng nhn vin.
+ Chu mi trch nhim trc php lut v nhng cng vic thuc thm quyn
ca mnh.
- Ph gim c: L ngi tr gip v c vn cho gim c trong vic iu hnh,
trin khai mi hot ng ca cng ty. Gm c:
+ PG ph trch cc o v nh hng tr s chnh.
+ PG ph trch Trung tm l hnh gm b phn l hnh v khch sn.
Phng ti v:
C trch nhim thc hin cc cng vic sau:
 31

- Theo di, kim tra hng dn, tng hp v phn tch tnh hnh hot ng ti
chnh ca cng ty.

- Thng xuyn thu thp, cp nht v kim tra thng tin v mt ti chnh ca cng
ty.
- K ton trng l ngi chu trch nhim trc tip v ln nht v tnh hnh ti
chnh ca cng ty trc gim c, ng thi l ngi lin i chu trch nhim
cng gim c trc cc c quan chc nng v s chnh xc, kp thi ca cc
bo co ti chnh thng xuyn v nh k ca cng ty.
Phng nghip v t chc:
C chc nng tuyn dng, b tr, o to v bi dng cn b cng nhn
vin ca cng ty, bt, khen thng, k lut. Bn cnh cn thc hin cng
tc vn th hnh chnh nh lu tr, bo mt h s nhn vin, tip pht cng vn ti
liu cho cng ty.
Phng kinh doanh:
C chc nng thc hin cc ch tiu k hoch ca cng ty, m rng a bn
kinh doanh trn c s ch tiu ra, xy dng phng hng u t v y
mnh cc hot ng kinh doanh ca cng ty. Gm 4 b phn:
- B phn Marketing: mi c thnh lp vo 5/9/2008 c nhim v xut v
trin khai cc chng trnh, k hoch marketing, tch cc qun b hnh nh ca
cng ty n vi khch hng v cc i l booking tour, khch sn, cc cng ty
c tim nng, . . .
- T nghip v: lm cng tc vn phng, ch o cc b phn khc trong phng
thi hnh nhim v ca mnh v chu trch nhim vi cp trn v mi cng vic
c giao ca phng.
- T dch v: thc hin cc nhim v nh bn v cho khch tham quan du lch,
gi xe (cho khch v cn b cng nhn vin), bn hng lu nim v kim sot v
tham quan trc khi khch ln tu ra o.
- T li xe, my i: chu trch nhim thit k thi cng cc d n, chng trnh k
hoch v xy dng c bn; qun l, iu hnh v bo dng h thng xe ca cng
ty.
 32

Phng iu hnh v hng dn du lch:

C nhim v iu hnh cc hot ng du lch, tip nhn v t chc k kt
thc hin cc hp ng v cc tour du lch, hng dn v cung cp cc thng tin
du lch cho du khch .Gm 2 t:
- T du lch l hnh quc t: kinh doanh cc tour du lch cho du khch l ngi
Vit Nam i tham quan nc ngoi hoc t chc cho du khch nc ngoi i tham
quan ti Vit Nam.
- T du lch l hnh ni a: t chc cho du khch trong nc i tham quan cc
danh lam thng cnh trong t nc Vit Nam.
Khu du lch Hn Lao:
Hn lao hay cn gi l o Kh l ni c tr ca hn 1000 con kh sng t
nhin y. By kh y c ngun gc t by kh do cng ty 18 thng 4 nui
th ly vcxin. Hin nay Hn Lao l mt trong hai o em v thu nhp chnh
cho cng ty. n y du khch cn c tham quan cc cng trnh ngh thut
nh: vn M Nhn
Ng, vn Thin Long, cng vin Sinh Cnh vi hn 40 loi xng rng p v
l mtCc tr chi trn o cng rt hp dn, mi l nh: xic th, ua xe th
thao F1, ln bin ngm san h, Nu du khch mun ngh ngi, n ung ti o
th s c cc lu, nh nm, khu nh ngh ring v nh hng Hng S lun sn
sng phc v.

Trn o bao gm mt qun c v mt ph qun c trc tip qun l t dch

v v t nh hng v nh ngh.
T nh hng v nh ngh: phc v du khch n ung v ngh ngi ti o.
T dch v: t chc thc hin cc hot ng vui chi gii tr, bn hng phc v
khch tham quan.

Khu du lch Sui Hoa Lan:

Nm trong dy ni Hn Ho, cch Nha Trang khong 18km v pha Bc .
Sui di khong 6km, c hnh thnh t nhiu sui nh ca nhng dy ni
 33

trong dy Hn Ho. Dc sui c loi cy rng, c bit sui c rt nhiu

hoa phong lan rng. Sau khi chy quan nhng ghnh thc cheo leo, sui Hoa
Lan nc trc tip vo m Nha Phu. Ni m Nha Phu vi dy Hn
Ho l mt khong t bng din tch khong 20ha, ngha l trong mt
khong khng gian khng rng lm nhng KDL Sui Hoa Lan tri mnh
qua 3 hnh th: ni cao, ng bng v bin c.
Sui Hoa Lan khng nhng l ni c cnh quan tuyt p m cn l ni
ghi du tch ca ngi Chm c, l cn c cch mng ca 2 cuc khng
chin. Ln theo nhng du tch xa chng ta s bt gp nhng ghnh k
v v nhng ngn thc to cho ni y s k v v quyn r.

n Sui Hoa Lan du khch cn c tham quan ng Phong Lan vi

nhiu ging phong lan qu him; M Cung trn vi nhng ng i lt
lo gia rng dng xanh ngt; khu vui chi gii tr, th thao di nc;
nh hng 400 ch ngi; khu vui chi dnh cho thiu nhi; khu cc xic voi,
gu; khu iu v cc loi lng v qu him; nh ngh,nh hng Hng
Lan v khu vc cm tri vi sc cha hn 800 ngi dnh cho du khch yu
thch d ngoi.

C cu t chc: gm 1 gim c v 1 ph gim c o, trc tip ph

trch t dch v, nh hng v nh ngh.

Khu du lch Hn Th v Hn Sm:

- Hn Th: y l im n u tin trong tour du lch Nha Phu ca cng

ty.n y qu khch c th tham quan iu, hu sao ng thi c th
thng thc hng v xoi, thanh long c trng trn o. Hin ti Hn
TH thng c chn t chc cc chng trnh teambuilding nh cm tri,
bi xung t Hn Th sang Hn Sm.

Do s lng cng vic y v s nhn vin t nn ch c mt qun c v

mt s nhn vin chm sc cy, iu v hu sao trn o.
 34

- Hn Sm: Hin ti o ny cha c a vo tour kt hp cc o ca

cng ty, nhng y li l ni rt l tng t chc cc hot ng d ngoi,
teambuilding. Trn o c 1 nh hng thong mt v th mng , tuy nhin
cha c s dng nhiu.

Nh hng Chng:( nh hng Long Ph)

Nm ngay ti tr s chnh ca cng ty, cng sut phc v trn 150 khch,
c s vt cht hin i v i ng nhn vin phc v tn tnh.

i tu:

Nm trong khu vc cng Chng gm 2 cano vi lng khch ch ti

a10 ngi/cano v 10 thuyn ln ch du khch vi trng ti t 20 n 100
ngi ty vo loi tu.Tu thng xuyn c kim tra v trang thit b cc
phng tin cu h cn thit m bo vic chuyn ch du khch c an
ton, nhanh chng.

Khch sn Hong Gia:

Nm gn trung tm thnh ph, trn ng Thi Nguyn- Nha Trang i

din ga xe la, chuyn t chc cc hot ng lu tr , ngh dng ca du
khch v mt s dch v km theo. Gm 2 b phn:

- B phn qun l khch sn: thc hin cc nghip v l tn , bung phng,

bo v c s vt cht chung cho khch sn

- B phn qun l nh hng: m bo cc yu cu trong vic phc v n

ung cho khch ngh dng ti khch sn.

Trung tm dch v l hnh:

a ch: 84 Hng Vng Nha Trang, nm trn con ng gi l khu

ph ty ni c nhiu khch du lch trong v ngoi nc lui ti. Do thch
hp cho vic gii thiu cc tour du lch bin o, ni a v quc t ca cng
ty.Vi i ng hng dn vin chuyn nghip v i xe khch hin i.
 35

Nhim v: phc v nhu cu vn chuyn du lch cho khch hng trong v

ngoi nc , qun l i ng hng dn vin v i xe khch ca cng
ty.Gm 3 yu t chnh:

- T du lch l hnh ni a: hng dn v gii thiu cc cnh p ca khp

mi min t nc cho du khch, ph hp vi chng trnh tour nh
trc ca cng ty.

- T du lch l hnh quc t: hng dn v gii thiu cc cnh p quc t

cho du khch theo ng chng trnh tour ca cng ty t ra.

- i xe khch: gm nhn vin li xe, cc loi xe du lch cht lng cao (

cc loi 4 ch, 7 ch, 16 ch, 35 ch v 45 ch ).

2.4 Sn phm tour du lch Team- building

Tour teambuilding l mt sn phm du lch mi ca cng ty, chng trnh
teambuilding chnh thc i vo hot ng t nm 2008 nhng pht trin mnh v
c i tc trn ton quc bit n nhiu l t 2010 cho n nay.
Trc y o Hn Tm l mt trong nhng a im thch hp t chc loi
hnh ny, nhng hin nay do c s chuyn hng trong mc tiu kinh doanh nn
khu du lch khng t chc loi hnh ny na. Du lch team building ca cng ty hin
nay c t chc ch yu KDL Sui Hoa Lan v Hn Sm. Ti y c iu kin
t nhin thun li cng nh y cc dng c h tr t chc cc tr chi tp
th.
Theo thng k, nm 2010 lng khch tham gia chng trnh teambuilding ti
KDL Long Ph l 3.850 lt khch, n 2011 tng ln 5.871lt khch v trong 4
thng u nm 2012 lng khch tham gia loi hnh du lch team building t
gn 2000 lt khch, trong ch yu l cc on cn b , cng nhn vin ti cc
doanh nghip trong tnh v cc on n t T.P H Ch Minh, H Ni.
c im chng trnh team building ca cng ty ch yu l cc hot
ng ngoi tri, mc ch l rn luyn sc khe, tnh on kt i nhm ,
gip cho mi ngi trong n v hiu nhau hn, gn b hn gia cc ng
 36

nghip, cng nh gia nhn vin vi doanh nghip. Chng trnh team
building ca cng ty cn kt hp thm chng trnh gala dinner thc hin
trong bui cm ti to thm nim vui, hiu bit v on kt lm tng
thm tnh hp dn cho tour du lch ny.
Hin nay tour teambuilding ca cng ty c t chc bao gm cc hot
ng c th nh sau: Cc i chi s thit k c i v thng nht ting reo;
sau khi gii c mt th cc i s cho b tre t o Hn Sm sang Hn
Th;ti KDL Sui Hoa Lan cc i s ln lt vt qua 4 game (thang ch
A, di tr thp, nim tin ng i, tho nt dy); sau khi n tra, th gin
ngh ngi,tham quan phong cnh o v tham gia cc dch v trn occ
i tip tc bc vo cc tr chi thng hiu(Bng nc, k lc guiness,
vn ti tm xa, xic ngi..) v bn sng sn trn o; tham gia chng
trnh gala dinnerNgoi ra ban t chc cng ty Long Ph s setup v thc
hin thm cc chng trnh nu cc n v tham gia c yu cu.

y l sn phm cao cp hn tour du lch truyn thng ch thun ty

tham quan nn gi tour cng cao hn, thng thng c ga gn gp i so
vi tour Nha Phu . Hin nay tour team building cha phi l sn phm du
lch chnh ca cng ty , doanh thu loi hnh du lch ny ch chim 5% doanh
thu ca tng cng ty, tuy nhin li nhun mang li t hot ng team
building l rt cao, trong 5% doanh thu th li nhun rng mang li khong
hn 3%.
Do hin nay cng ty ang c chnh sch nng cao cht lng
chng trnh team building trong thi gian ti, thu ht ngy cng nhiu
hn s lng du khch s dng tour du lch team building ca cng ty.
 37

2.5 Mt s sn phm du lch khc

Tour Nha Phu: l chng trnh tour c t chc hng ngy,y l sn

phm du lch chnh ca cng ty. Chng trnh tour s a du khch tham
quan 3 o : o Hn Th, Sui Hoa Lan thuc bn o Hn Ho v o Kh.
Tour ln bin , khm ph i dng ti KDL Hn Lao ( o Kh). Ti y
qu khch s c khm ph thin ng san h, cc loi sinh vt bin v
nhiu loi c cnh vi mun mu sc trong lng i dng.
Tour daily bao gm cc tour:
- Tham quan d ngoi , khm ph i dng ti Mi K Ln v bi tm
Hang Tin.( 2 ngy 1 m)
- Nha Trang k c mu xanh ( 3 ngy 2 m ) : tour s a du khch tham
quan KDL Bo i, Vinperland ; Vnh Nha Phu v thc Yang Bay.
- K th x trm hng ( 4 ngy 3 m ): tour s a du khch tham quan
KDL Bo i, Vinperland, Vnh Nha Phu, KDL Yang Bay, City Tour v tm
khong.
- Nha Trang city tour Vinperland : chng trnh tham quan c t chc
trong ngy.
- m Mn Vnh Vn Phng: chng trnh tour c t chc trong ngy.
- Du ngon vnh Nha Trang : tour t chc trong ngy s a du khch tham
quan 4 o l Hn Mun, Hn Mt, Hn Tm, H c Tr Nguyn.
- Du ngon sng Ci: chng trnh tour c t chc trong ngy.
L hnh ni i gm cc tour:
- Mt thong Lt ( tham quan trong ngy).
- Mu sc uyn ng ( 3 ngy 2 m ): y l chng trnh tun trng mt
mi c cng ty khai thc trong thi gian gn y.
- Bin Nha Trang Hoa Lt ( 5 ngy 4 m ).
- TP. H Ch Minh Bnh Dng Chu c Cao Lnh ( 5 ngy 4 m ).
- H Ni Ninh Bnh H Long Sapa H Ni ( 6 ngy 5 m ).
 38

- Con ng di sn min Trung Nng M Sn Hi An Hu - Phong

Nha ( 5 ngy 4 m ).
L hnh quc t gm cc tour :
- o xanh Singapore ( 4 ngy 3 m ).
- Campuchia (Seamreap Phnompenh) 4 ngy 5 m.
- Thi Lan Bangkok Pattaya ( 6 ngy 5 m)
- Thi Lan Bangkok Phuket ( 6 ngy 5 m ).
- Cn Minh Thch Lm i L L Giang ( 7 ngy 6 m ).
- Hng Kng Disneyland i Nh Sn ( 5 ngy 4 m ).
- Bc Kinh Chinh phc Vn L Trng Thnh ( 5 ngy 4 m ).
- Thm Quyn Qung Chu ( 4 ngy 3 m ).

2.6 Tnh hnh hot ng trong thi gian qua v phng hng pht trin trong
thi gian ti.
2.6.1 Mi trng kinh doanh
2.6.1.1 Mi trng v m:
a) Mi trng kinh t:
Mi trng kinh t c tc ng ln v kh nhy cm vi bt k mt doanh nghip
no trong qu trnh kinh doanh.Mi ni dung, mi s thay i, iu chnh no ca
mi trng kinh t u c th to ra c hi hoc thch thc cho doanh nghip.
Mi trng kinh t ca doanh nghip c xc nh thng qua tim lc ca nn
kinh t quc gia tc ng n kh nng chi tiu ca khch hng. Kh nng chi tiu
ph thuc vo tnh hnh kinh t, mc thu nhp ca ngi dn, cc iu kin ti
chnh-tn dng. cc nc c nn kinh t chm pht trin nhn chung nhu cu du
lch cn hn ch. Ngc li, nhu cu ngh ngi, du lch cc nc pht trin rt a
dng. Ngy nay, xu hng tng ln v thu nhp trung bnh trong dn chng ng
thi lm tng nhu cu cng nh kh nng i du lch.
Trong thi gian qua, do nh hng ca cuc khng hong kinh t, suy thoi m
r rt hn c l lm pht, dn n nhng bin i rt ln trong i sng ngi dn,
 39

ko theo l hng lot nhng bin php ct gim chi tiu lm nh hng n kinh
doanh du lch ni chung, v kinh doanh l hnh ni ring.
Du lch l ngnh rt nhy cm vi tc ng kinh t. Trong thi gian xy ra khng
hong kinh t, lm pht doanh thu ca ngnh du lch ni chung v ca cng ty
LONG PH ni ring cng khng khi s nh hng ny.
Ngoi ra, li sut ca ngn hng cng tc ng n mc cu ca doanh nghip, gi
tit kim, tiu dng ca cc tng lp dn c trong x hi.Li sut tng hay gim
cng nh hng ti kh nng vay vn ca doanh nghip.Li sut lm thay i t l
gia tch lu v tiu dng ca tng doanh nghip, tng ch th trong nn kinh t.
iu ny ng ngha vi vic thu hp hay m rng u t.
Tuy nhin, d on khch du lch ti Vit Nam s khng gim v nhu cu du lch,
ngh ngi, tnh dng ca ngi n cc nc pht trin trong thi k rnh ri i
vi hnh thc gi r d on s tng ln. V Vit Nam c coi l mt trong nhng
im n hp dn du khch.
b) Mi trng chnh tr-lut php:
H thng chnh tr-php lut ca mi nc u c nh hng rt ln n hot
ng sn xut-kinh doanh ca mi n v. Ring v mng du lch, nn chnh tr l
mt trong nhng yu t quan trng trong quyt nh i du lch ca du khch. Nn
chnh tr n nh, trt t, lut php minh bch s to nim tin, s an tm cho du
khch.

Mi trng chnh tr:

y l iu kin c bit quan trng c tc dng thc y hoc km hm

s pht trin ca ngnh du lch, c bit l du lch quc t. Du lch ch c th xut
hin v pht trin trong iu kin ho bnh v hp tc hu ngh gia cc dn tc,
quc gia. Ngc li, chin tranh, bo ng, mt an ninh trt t x hi s lm tiu tan
nhng thnh qu ca ngnh du lch v lin quan nh hng n nhng lnh vc
khc.
c nh gi l quc gia c nn chnh tr n nh nht trong khu vc ng
Nam : do c duy nht mt ng lnh o, ngi dn chp hnh tt nhng ch th,
 40

ngh quyt ca chnh ph. Cc dn tc, tn gio trong nc sng ho thun, bnh
ng, tt i p o, khng c s phn bit sc tc, mu daT lun to cho
du khch s an tm v cm gic an ton khi n nc ta.

Mi trng lut php:

H thng php lut tuy cha hon thin nhng trong nhng nm gn y
khng ngng ci thin cho ph hp vi xu hng pht trin chung ca t nc,
gip cnh tranh trn th trng tr nn lnh mnh hn, m bo c trt t tr an
ca x hi.to cho du khch s an tm, thoi mi khi i du lch. Nh m ngnh
du lch Vit Namni chung v ca tnh Khnh Ha ni ring ngy cng thu ht
c s quan tm ca du khch trong v ngoi nc. iu ny gp phn thc y cho
vic kinh doanh ca cng ty thm ln mnh.
C th, thng qua tng cc du lch Vit Nam, Nh nc ban hnh nhng vn
bn, quy ch, quy nh, thng t, ch th hng dn hot ng kinh doanh du lch
cho php tt c cc thnh phn kinh t tham d nhm m bo s cnh tranh cng
bng v bnh ng, gip loi hnh kinh doanh ny ngy cng pht trin c v s
lng ln cht lng, t ng gp mt phn khng nh vo trong ngn sch nh
nc. c bit, t nm 1999, Php lnh du lch s 11/1999 PL-UBTVQH 10
c u ban thng v Quc hi kho X thng qua do Ch tch quc hi Nng c
Mnh k ngy 8/2/1999: Php lnh v du lch (gm 9 chng, 56 iu); v mi y
vic nh nc ta ban hnh lut du lch thay cho php lnh du lch s gp phn tng
cng vai tr qun l ca nh nc trong lnh vc ny. Bn cnh , vic lin kt
gia cc quc gia thng qua quy nh dng mt visa i tham gia bn quc gia
khc nhau to iu kin thc y pht trin du lch v giao lu vn ho gia cc
quc gia, lnh th trn th gii. y va l c hi, va l thch thc cho ngnh du
lch Vit Nam, i hi phi c s hp tc gia chnh quyn v cc doanh nghip
kinh doanh du lch nng cao cht lng, trnh chuyn mn nghip v ca i
ng cn b cng nhn vin trong ngnh; ci tin, pht trin cc sn phm dch v
mi tho mn nhu cu ca du khch v tng tnh cnh tranh cho doanh nghip.
c) Mi trng khoa hc k thut-cng ngh:
 41

S pht trin ca cng ngh thng tin, truyn thng m ra mt k nguyn

mi: Th gii s - kt ni ton cu. iu ny v ang tc ng mnh m n s
pht trin kinh t ca tng quc gia, tng lnh vc v tng doanh nghip. Yu t
ny lm cho s cn bng nhp sng b ph v, buc con ngi ti sn xut sc lao
ng t h ny sinh nhu cu du lch ngh dng, Bn cnh , nhng thnh tu
ca khoa hc k thut-cng ngh gip to ra cc sn phm dch v mi c cht
lng cao nh: phng ngh, xe du lch c lp iu ho, cc thit b in t, in gia
dng hin i: tivi LCD, bnh nc nng lnh, my ht bi, iu ho lm sch
khng kh,dch v internet ti cc khch sn, ng k du lch trc tuyn, m
bo tho mn tt nhu cu ca khch du lch. Khng nhng th, vic p dng nhng
thnh tu khoa hc k thut-cng ngh ny cn gip tng tnh chuyn nghip, gim
chi ph trong kinh doanh v qung b thng hiu cho doanh nghip ngy mt tt
hn.
d) Mi trng vn ho-x hi:

Mi trng vn ho:

Du lch khng ch tho mn nhu cu vui chi gii tr sau nhng gi lm vic
cng thng m cn l c hi tm hiu v lch s, vn ho, con ngi khp mi
ni trn th gii. Do , s phong ph, a dng ca cc yu t vn ho tng vng
min, tng quc gia s c sc thu ht mnh lit i vi cc du khch nm chu bi
nhng tp qun sinh hot c truyn, nhng l hi, vn ho m thc v thi ng
x ca con ngi. L do c sc thu ht nh vy l v ngy nay con ngi lun
mun c khm ph, tm ti nhng ci mi l, i sng ngy cng nng cao v
vic th ho lm cho h lun mun c gn gi v sng cng vi thin nhin,
tm li du tch ci ngun Chnh v vy m trong thi gian qua loi hnh du lch
sinh thi, du lch tm v cui ngun, du lch vn hangy cng pht trin mnh.
i vi Khnh Ha th y l mt li th bi ni ny vng t hi t nhiu
nn vn ha ca cc dn tc khc nhau nh Kinh, Chm, , HoaC s giao ha
gia hai nn vn minh ca cc thn dn Lc Vit v ca vng quc Chm Pa. S
kt hp c sc to cho Khnh Ha mt nt vn ha rt ring, c th hin
 42

r qua cc l hi, n th, thp c nh Thp B Ponagar, thnh c Din Khnh, ni

Am Cha, miu Trnh Phong, l hi cu ng,v cc di tch lch s cch mng.

Mi trng x hi:

Ngi dn Khnh Ha cng nh ngi dn cc ni khc trn t nc chng

ta rt hin ha, mn khch, khng qu n o, no nhit.Mc d c s dch chuyn
dn c gia cc vng nhng ngi dn y vn gi c bn sc truyn thng
ca a phng. Hng nm ni y din ra rt nhiu l hi thu ht mt lng ln du
khch trong v ngoi nc. Bn cnh Khnh Ha cn ni ting vi cc ngnh
ngh th cng m ngh tinh xo p ng nhu cu ca du khch v xut khu , in
hnh l cc mt hng: m ngh t v s, c, cc loi ha sn; g; my tre an;
tranh thu t la;Cc c sn qu him nh : trm hng, k nam, yn so, cc
loi tht th rng,cc loi hi sn,
e) Mi trng t nhin
Khnh Ha c di b bin khong 200km, l mt trong nhng on b bin
khc khuu nht Vit Nam.Dc b bin c nhng vng vnh, bi tm, bi tm, b
ct mn v v s cc hn o ln nh rt thun li cho pht trin loi hnh du lch
bin o.Vng bin Khnh Ha rng, c nhiu loi thy hi sn qu c gi tr dinh
dng v kinh t cao. c bit c trm hng - loi hng liu qu him ch dnh
cho vua cha thi xa v yn so c coi l vng trng ca tnh.
Bin Khnh Ha c su vo bc nht ca Vit Nam, y bin dc, cao, g
gh, gm nhiu rng san h l ni c tr ca v s loi sinh vt bin to nn chn
thy cung mun hn, mun v. C bn vnh ln : vnh Vn Phong , vnh Nha Trang,
vnh Nha Phu v vnh Cam Ranh, cc vnh ny u c nhng iu kin l tng
t chc cc tuyn, im, cm du lch ngh dng, du lch sinh thi.
Khnh Ha c nhiu sng sui rng vi nhng dy ni cao trng ip to nn
nhiu ghnh thc hng v v him tr nh : sui Tin, Ba H, thc YangBay,
c bit thu ht nhng du khch yu thch s mo him , chinh phc t nhin.
Ngoi ra ni y cn c ngun ti nguyn qu l bn khong c khai thc
 43

tnh Vn Ninh, Ninh Ha, Din Khnh, Cam Ranh vi nhiu khong cht c li
cho sc khe ca con ngi.
Kh hu Khnh Ha du mt : ma h khng qu oi bc, ma ng khng qu
lnh. y ma nng iu ha, mt nm c gn 300 ngy nng , t c bo, nhit
gia ma ma v ma kh chnh lch khng ln, trung bnh khong 26oC n 28oC
v ln xung t t, kh n nh, m khng kh khong 80%, mn nc bin
khong 3%- 3,5%.
Vn sinh thi ca tnh Khnh Ha theo cc bo co ca S khoa hc cng
ngh v mi trng ca tnh c nhng nhn nh sau:
Nhn chung cht lng mi trng vn trong tnh trng kh tt. Tuy nhin v
lu di cn c nhng bin php ci to v bo v mi trng mt cch c th, thit
thc.
i vi vng nc bin ven b, khu vc cc vnh Nha Trang, Cam Ranh
cha c du hiu ca s nhim do cc hot ng sinh thi v nui trng thy sn.
Cht lng khng kh c xu hng tt hn c th v khu cng nghip.
Tuy nhin, dc cc trc giao thng chnh, khu xm chi v khu chung c tnh trng
nhim vn cn kh nghim trng ( v bi, mi v ting n ).
Nh vy, nu khng c nhng bin php bo v mi trng th li th du lch
sinh thi bin o ca Khnh Ha s ngy cng b mt dn i, nh hng n s
pht trin chung ca c tnh.
2.6.1.2 Mi trng vi m:
a) Khch hng
Khch hng l mt yu t rt quan trng ca cng ty, nh hng trc tip
n s tn ti v pht trin ca cng ty. Khch hng l ngi c quyn t do la
ch nhng sn phm, dch v; to ra doanh thu v li nhun cho cng ty; l ngi
to ra cng n vic lm; em n c hi ln nguy c i vi cng ty; l ngi to ra
mi hot ng sn xut v dch v cho cng ty thng qua vic nghin cu v tm
hiu nhu cu, mong mun hoc sng to ra nhu cu cho khch hng c nhng
sn phm, dch v mi nhm gia tng li nhun.
 44

Nu cng ty no c c nhng khch hng trung thnh th l mt li th

to ln ng ngha vi vic c thng trong tay v cng ty s khng phi lo lng
nhiu n u ra cho sn phm ca mnh. Tuy vy, nhu cu v mong mun ca con
ngi ngy cng cao v phc tp nn gi chn c khch hng i hi cng ty
phi khng ngng hon thin cht lng sn phm dch v ca mnh, lun gia tng
nhng gi tr cho h.
i vi ngnh du lch, mc d c tim nng th trng ln nhng khng phi
v th m cc cng ty du lch s lun c du khch tm n. Cc cng ty cn phi bit
cch to s thu ht cho chnh mnh gy n tng tt i vi cc du khch nh:
c chnh sch gi ph hp v linh hot, nhiu loi hnh du lch ngh dng khch
c nhiu s la chn, to s c o cho sn phm dch v du lch ca mnh,
y cng cn lu n i tng khch hng mc tiu ca cng ty l
nhng ai, v thng thng mi ngi ai cng c nhu cu du lch, ngh dng
thng thc cuc sng t tr em cho n ngi gi, ngi trong nc cng nh
ngoi nc,Do ta khng th lm tha mn ng thi tt c cc khch hng ny
c. Nn nhim v ca cng ty l cn phi nghin cu k i tng khch hng
no ta cn phc v.
i vi cng ty C Phn Du Lch Long Ph, khch hng ch yu l khch
on v cng ty xc nh c khch hng mc tiu ca mnh gm:

Khch hng t chc ( ch yu l khch ni a):

+ Cc n v l hnh
+ Cc c quan ban ngnh, on th v doanh nghip nh nc.
+ Hc sinh , sinh vin.
V theo thng l th khch hng ln ca cng ty vn l cc n v l hnh nh:
Saigontourist, Vietravel, Ben Thanh tourist, Fiditour

Khch hng c nhn ( ch yu l khch quc t ) : du khch n t Nga v

cc nc khc, Vit kiu, khch a phng

b) Nh cung cp
 45

y cng l mt yu t c nh hng ln i vi cng ty.Nh cung cp l t

chc, c nhn cung ng cc yu t u vo cho qu trnh sn xut kinh doanh ca
cng ty. iu ny c ngha l h gip m bo cho qu trnh hot ng sn xut
kinh doanh ca cng ty din ra lin tc, hiu qu. Do xy dng tt mi quan h
vi nh cung cp l cn thit nhng lu ng ph thuc qu nhiu vo mt nh
cung cp v nh th cng ty phi s chu p lc t pha h nh v mt gi thnh,
thi gian giao hng, s lng mi ln giao,
i vi cng ty C Phn Du Lch Long Ph th nhng nh cung cp ch yu
l thuc v phn nhin liu, lng thc, thc phm, cc loi ung, phc v
cho nhu cu nh hng, quy bn hng trn cc o,Ring thnh ph Nha Trang
Khnh Ha ni ni ting vi cc mn n lm t cc loi thy hi sn, va ngon
va c gi tr kinh t cao. V phn ln ngi dn y lm ngh bin nn cng ty
s khng chu p lc v c nhiu nh cung cp sn c a phng. Tuy nhin
cng ty cng nn hp tc lu di vi mt s nh cung cp ch lc h m bo
duy tr tt ngun nguyn vt liu u vo c nhng khi vo ma nh bt km.
c) Nh phn phi.
y l knh trung gian gip cho sn phm ca cng ty n vi khch hng
mt cch nhanh chng v hiu qu. c bit pht huy tc dng khi cng ty mun
tm kim v m rng th trng tiu th ca mnh. Do vic to mi quan h tt
vi nh phn phi l rt cn thit.
i vi cng ty CP du lch Long Ph th nh phn phi cn c xem l
khch hng ln v quan trng ca cng ty va gip tm kim khch hng, va
qung b cc sn phm du lch cho cng ty. Bao gm: cc cng ty du lch l hnh,
i l v vn phng hng dn du lch, nh hng khch sn.
d) i th cnh tranh hin ti
Hin ti, trong ngnh du lch c rt nhiu cng ty ang cnh tranh vi cng ty
CPDL Long Ph. Do , cng ty cn phi bit u l i th cnh tranh ca mnh,
lun ch n h, nht l nhng i th c nng lc tng ng vi cng ty.Phn
tch xem u l im mnh, im yu ca h,chin lc kinh doanh m h ang p
 46

dng t tn dng nhng im mnh,khc phc nhng im yu ca mnh

ginh li th trong cuc cnh tranh ch ng trong tm tr khch hng.
Tuy nhin, vic quan tm i th cnh tranh khng nn ch nhn vo mt cnh
tranh m i khi i th cnh tranh cng ng thi l ngi b tr ca cng ty. V
d: tuy khu lch Dc Lch l i th cnh tranh trc tip ca cng ty v loi hnh
kinh doanh du lch sinh thi bin o tuy nhin nu nhn nhn vn di gc
khc th cc khu du lch ny lm tng thm tnh hp dn cho Nha Trang. Du
khch s thch n Nha Trang du lch hn nu ni y c nhiu a im du lch
la chn. Do , c th xem xt quyt nh i du lch ti khu du lch Long Ph.
Do vy cn phi xem xt hai mt ca vn trong tm nhn tng qut c
nhng i sch ph hp. Khng phi lc no cng t i th cnh tranh trong mi
quan h c - mt (thng-thua), m i khi c th l h tr ln nhau i bn
cng c li (thng-thng).

Ti a bn tnh Khnh Ha, cng ty CPDL Long Ph c hai loi i th

cnh tranh trc tip v lai hnh kinh doanh:
Kinh doanh du lch bin o: c khu du lch Dc Lch (ca cng ty CP du
lch Dc Lt-n v trc thuc cng ty du lch Khnh Ha) v khu du lch v
gii tr Nha Trang (Sng L, Phc ng-thuc cng ty TNHH Hon Cu
Nha Trang).
Kinh doanh dch v l hnh: c trung tm iu hnh hng dn du lch-
n v trc thuc cng ty du lch Khnh Ha, ASEAN travel, villa tour

e) i th cnh tranh tim n

Mt trong nhng yu t lm nh hng n hot ng sn xut kinh doanh ca
cng ty l nhng i th cnh tranh tim n, c chia lm hai loi:

- i th cnh tranh mi: nhng cng ty mi gia nhp vo ngnh nhng cn

hn ch v ngun lc, th phn nh, ch sc cnh tranh trc tip vi cng
ty nhng nu c mt chin lc kinh doanh tt s l i th mnh ca cng
ty trong tng lai.
 47

- i th cnh tranh tim n: nhng cng ty hin ti cha cnh tranh trong
cng mt ngnh sn xut nhng c kh nng cnh tranh nu h quyt nh
gia nhp ngnh. iu ny to ra yu t bt ng khin cc cng ty hin ti
khng kp ng bin.

Li th ca i th cnh tranh tim n l ch h c nhng hiu bit v cc

cng ty ang hot ng trong ngnh, c thi gian chun b v mt ti chnh,
chin lc kinh doanhDo , khi h tham gia vo ngnh s d dng ly i khch
ca cc cng ty ang kinh doanh hin ti nu cc cng ty ny khng c chin lc
kp thi ng ph.
V vy i hi cc cng ty kinh doanh hin ti phi c s kt hp li vi nhau
to ro cn gia nhp ngnh v ng thi chnh bn thn mi cng ty cng phi
chun b cho mnh nhng chin lc thu ht c s quan tm t pha khch
hng, gi chn nhng khch hng trung thnh ca cng ty.
Ngnh du lch l ngnh kinh doanh dch v em li li nhun cao, do s thu
ht nhiu c nhn, t chc c tim lc v vn, kin thc, kinh nghim, mi quan h
v mt cht mo him nhy vo ngnh. Thm na vi s pht trin ca cng ngh
s th vic tm hiu thng tin v ngnh v cc cng ty du lch hin ti l khng my
kh khn.iu ny ang thc s mang li nhiu nguy c cho doanh nghip.
Hin ti, i vi cng ty CPDL Long Ph ch ang xc nh i th cnh tranh
mi ca mnh v loi hnh du lch bin o: KDL Vnh Vn Phong v KDL Vnh
Cam Ranh
f) Sn phm v dch v thay th
l nhng sn phm, dch v khc m c th cng tha mn nhu cu ca
ngi tiu dng, l mt yu t lm gim li nhun tim nng trong ngnh. Bi lc
ny ngi tiu dng mun tha mn nhu cu th khng nht thit phi s dng sn
phm hay dch v c m c th s dng nhng sn phm-dch v khc vn c th
t c mc ch ca mnh. Do , cc cng ty khng nn xem nh yu t ny,
phi thu thp thng tin v nghin cu cc sn phm v dch v thay th.
 48

i vi ngnh du lch th sn phm-dch v thay th y c hiu l cc

loi hnh du lch khc nhau cng tha mn nhu cu vui chi, gii tr, ngh dng,
khm ph v thng thc cuc sng nh du lch sinh thi, du lch vn ha, du lch
ngh dng
2.6.2 Tnh hnh hot ng
2.6.2.1 Tnh hnh lao ng
Tng s cn b cng nhn vin ca cng ty hin nay l 245 ngi.
Trong : Trnh i hc l 49 ngi ( chim 20% tng s lao ng); trnh
cao ng, trung cp l 123 ngi ( chim 50% ); cn li 73 ngi l lao ng ph
thng.
Hin nay s lng nhn vin trnh ph thng ca cng ty cng cn cao, do
cng ty trong thi gian ti s ch trng hn cng tc tuyn dng, ng thi o
o thm cho nhn vin vo nhng ma t khch.
2.6.2.2 Thu nhp bnh qun ca CBCNV trong cng ty

Bng 2.1: Thu nhp bnh qun ca nhn vin cng ty Long Ph

Nm Nm Nm Chnh lch Chnh lch

2009 2010 2011 2010/2009 2011/2010
% %
TNBQ/Thng 2,200 2,500 3,000 300 13,64 500 20
Ngun: Phng kinh doanh Cng ty CPDL Long Ph
Trn y l bng thu nhp bnh qun/ ngi ca nhn vin cng ty, mc lng
ny cha bao gm thng, h tr xe a n v n tra.
Nh vy ta thy mc lng trung bnh ca nhn vin cng ty l khng cao, tuy
nhin do chnh sch chia tin thng theo doanh thu nn vo nhng ma cao im
thng mc thng ca nhn vin kh cao, cng vi nhiu chnh sch t tng cng
ty Khatoco nn nhn chung mc thu nhp ca nhn vin cng ty l kh cao.
 49

2.6.2.3 Kt qu hot ng sn xut kinh doanh ca cng ty

Bng 2.2: Kt qu hot ng sn xut kinh doanh ca cng ty

Ch tiu Nm Nm Nm Chnh lch Chnh lch
2009 2010 2011 2010/2009 2011/2010
% %
1. Vn CSH 8,093 10,554 12,008 2,461 30,4 1,454 13,78
2. Tng 18,988 16,345 16,987 -2,643 - 14 0,64 3,93
ngun vn
3. Doanh thu 30,007 36,656 47,909 6,649 22,16 11,253 30,7
thun
4. Li nhun 3,005 3,345 3,842 0,34 11,3 0,497 14,86
sau thu
5. Doanh li 0,16 0,2 0,23 0,04 25 0,03 15
tng ngun
vn
6. Doanh li 0,1 0,09 0,08 -0,01 -10 -0,01 -11
doanh thu
7. Doanh li 0,37 0,32 0,31 -0,05 -13,5 -0,01 -3,13
vn CSH
Ngun: Phng kinh doanh Cng ty CPDL Long Ph
Nhn xt:
Doanh li tng ngun vn:
Qua bng phn tch trn ta thy: trong nm 2009 bnh qun 1 ng vn
kinh doanh em li cho cng ty 0,16 ng li nhun sau thu. Nm 2010
bnh qun 1 ng vn kinh doanh em li cho cng ty 0,2 ng li nhun
sau thu. nm 2011 bnh qun 1 ng vn kinh doanh em li cho cng ty
0,23 ng li nhun sau thu.
Nh vy, nm 2010 c 1 ng vn b ra u t th li nhun sau thu
tng 0,34 ng so vi nm 2009.Trong khi nm 2012, c 1 ng vn b
ra u t th li nhun sau thu tng 0,497 ng so vi nm 2010. iu ny
cho thy cng ty s dng hiu qu ng vn qua cc nm.
Doanh li vn ch s hu:
Qua bng s liu trn ta thy bnh qun 1 ng vn ch s hu b ra
u t s em li cho cng ty 0,37 ng li nhun sau thu vo nm 2009.
Nm 2010 bnh qun 1 ng vn ch s hu b ra u t s em li cho
 50

cng ty 0,32 ng li nhun sau thu. V nm 2011 bnh qun 1 ng vn

ch s hu b ra u t s em li cho cng ty 0,31 ng li nhun sau thu.
Nh vy so vi nm 2009 doanh li vn ch s hu nm 2010 gim
0,05 ng, n nm 2011 doanh li vn ch s hu gim 0,01 ng. Ta thy
doanh li vn ch s hu cng ty gim trong nhng nm l do cng phi u
t mt lng ln vn nng cp v xy dng thm c s vt cht o
Kh v sui Hoa Lan , sa cha , u t thm phng tin vn chuyn xe tu.
Doanh li doanh thu:
Trong nm 2009, c 1 ng doanh thu th cng ty c 0.1 ng li nhun
sau thu. Trong nm 2010, c 1 ng doanh thu th cng ty c 0.09 ng li
nhun sau thu. n nm 2011, c 1 ng doanh thu th cng ty c 0.08
ng li nhun sau thu.
Nh vy so vi nm 2009 th doanh li doanh thu nm 2010 gim 0,01
v doanh li doanh thu ca nm 2010 so vi nm 2011 cng gim 0.01.

2.6.3 Phng hng pht trin ca cng ty trong thi gian ti

K hoch 10 nm ti ca cng ty l pht trin thm khu vc lu tr ti KDL
sui Hoa Lan. Nng cp v xy dng khch sn Hong Gia ang xung cp thnh
khu trung tm tic ci, h thng nh hng phc v cho cc on l hnh. Xy
dng khu resort 5 sao ti o Hn Th.
i vi loi hnh team building cng ty cng c nhng chin lc nh: xy
dng thm thao trng bn sng sn v a vo cc tr chi ca tour teambuilding.
Pht trin Hn Sm tr thnh khu chuyn t chc team building, u t v xy
dng c s vt cht ti Hn Sm.
2.6 Tnh hnh hot ng trong thi gian qua v phng hng pht trin trong
thi gian ti.
2.6.1 Mi trng kinh doanh
2.6.1.1 Mi trng v m:
a) Mi trng kinh t:
 51

Mi trng kinh t c tc ng ln v kh nhy cm vi bt k mt doanh nghip

no trong qu trnh kinh doanh.Mi ni dung, mi s thay i, iu chnh no ca
mi trng kinh t u c th to ra c hi hoc thch thc cho doanh nghip.
Mi trng kinh t ca doanh nghip c xc nh thng qua tim lc ca nn
kinh t quc gia tc ng n kh nng chi tiu ca khch hng. Kh nng chi tiu
ph thuc vo tnh hnh kinh t, mc thu nhp ca ngi dn, cc iu kin ti
chnh-tn dng. cc nc c nn kinh t chm pht trin nhn chung nhu cu du
lch cn hn ch. Ngc li, nhu cu ngh ngi, du lch cc nc pht trin rt a
dng. Ngy nay, xu hng tng ln v thu nhp trung bnh trong dn chng ng
thi lm tng nhu cu cng nh kh nng i du lch.
Trong thi gian qua, do nh hng ca cuc khng hong kinh t, suy thoi m
r rt hn c l lm pht, dn n nhng bin i rt ln trong i sng ngi dn,
ko theo l hng lot nhng bin php ct gim chi tiu lm nh hng n kinh
doanh du lch ni chung, v kinh doanh l hnh ni ring.
Du lch l ngnh rt nhy cm vi tc ng kinh t. Trong thi gian xy ra khng
hong kinh t, lm pht doanh thu ca ngnh du lch ni chung v ca cng ty
LONG PH ni ring cng khng khi s nh hng ny.
Ngoi ra, li sut ca ngn hng cng tc ng n mc cu ca doanh nghip, gi
tit kim, tiu dng ca cc tng lp dn c trong x hi.Li sut tng hay gim
cng nh hng ti kh nng vay vn ca doanh nghip.Li sut lm thay i t l
gia tch lu v tiu dng ca tng doanh nghip, tng ch th trong nn kinh t.
iu ny ng ngha vi vic thu hp hay m rng u t.
Tuy nhin, d on khch du lch ti Vit Nam s khng gim v nhu cu du lch,
ngh ngi, tnh dng ca ngi n cc nc pht trin trong thi k rnh ri i
vi hnh thc gi r d on s tng ln. V Vit Nam c coi l mt trong nhng
im n hp dn du khch.
b) Mi trng chnh tr-lut php:
H thng chnh tr-php lut ca mi nc u c nh hng rt ln n hot
ng sn xut-kinh doanh ca mi n v. Ring v mng du lch, nn chnh tr l
 52

mt trong nhng yu t quan trng trong quyt nh i du lch ca du khch. Nn

chnh tr n nh, trt t, lut php minh bch s to nim tin, s an tm cho du
khch.

Mi trng chnh tr:

y l iu kin c bit quan trng c tc dng thc y hoc km hm

s pht trin ca ngnh du lch, c bit l du lch quc t. Du lch ch c th xut
hin v pht trin trong iu kin ho bnh v hp tc hu ngh gia cc dn tc,
quc gia. Ngc li, chin tranh, bo ng, mt an ninh trt t x hi s lm tiu tan
nhng thnh qu ca ngnh du lch v lin quan nh hng n nhng lnh vc
khc.
c nh gi l quc gia c nn chnh tr n nh nht trong khu vc ng
Nam : do c duy nht mt ng lnh o, ngi dn chp hnh tt nhng ch th,
ngh quyt ca chnh ph. Cc dn tc, tn gio trong nc sng ho thun, bnh
ng, tt i p o, khng c s phn bit sc tc, mu daT lun to cho
du khch s an tm v cm gic an ton khi n nc ta.

Mi trng lut php:

H thng php lut tuy cha hon thin nhng trong nhng nm gn y
khng ngng ci thin cho ph hp vi xu hng pht trin chung ca t nc,
gip cnh tranh trn th trng tr nn lnh mnh hn, m bo c trt t tr an
ca x hi.to cho du khch s an tm, thoi mi khi i du lch. Nh m ngnh
du lch Vit Namni chung v ca tnh Khnh Ha ni ring ngy cng thu ht
c s quan tm ca du khch trong v ngoi nc. iu ny gp phn thc y cho
vic kinh doanh ca cng ty thm ln mnh.
C th, thng qua tng cc du lch Vit Nam, Nh nc ban hnh nhng vn
bn, quy ch, quy nh, thng t, ch th hng dn hot ng kinh doanh du lch
cho php tt c cc thnh phn kinh t tham d nhm m bo s cnh tranh cng
bng v bnh ng, gip loi hnh kinh doanh ny ngy cng pht trin c v s
lng ln cht lng, t ng gp mt phn khng nh vo trong ngn sch nh
 53

nc. c bit, t nm 1999, Php lnh du lch s 11/1999 PL-UBTVQH 10

c u ban thng v Quc hi kho X thng qua do Ch tch quc hi Nng c
Mnh k ngy 8/2/1999: Php lnh v du lch (gm 9 chng, 56 iu); v mi y
vic nh nc ta ban hnh lut du lch thay cho php lnh du lch s gp phn tng
cng vai tr qun l ca nh nc trong lnh vc ny. Bn cnh , vic lin kt
gia cc quc gia thng qua quy nh dng mt visa i tham gia bn quc gia
khc nhau to iu kin thc y pht trin du lch v giao lu vn ho gia cc
quc gia, lnh th trn th gii. y va l c hi, va l thch thc cho ngnh du
lch Vit Nam, i hi phi c s hp tc gia chnh quyn v cc doanh nghip
kinh doanh du lch nng cao cht lng, trnh chuyn mn nghip v ca i
ng cn b cng nhn vin trong ngnh; ci tin, pht trin cc sn phm dch v
mi tho mn nhu cu ca du khch v tng tnh cnh tranh cho doanh nghip.
c) Mi trng khoa hc k thut-cng ngh:
S pht trin ca cng ngh thng tin, truyn thng m ra mt k nguyn
mi: Th gii s - kt ni ton cu. iu ny v ang tc ng mnh m n s
pht trin kinh t ca tng quc gia, tng lnh vc v tng doanh nghip. Yu t
ny lm cho s cn bng nhp sng b ph v, buc con ngi ti sn xut sc lao
ng t h ny sinh nhu cu du lch ngh dng, Bn cnh , nhng thnh tu
ca khoa hc k thut-cng ngh gip to ra cc sn phm dch v mi c cht
lng cao nh: phng ngh, xe du lch c lp iu ho, cc thit b in t, in gia
dng hin i: tivi LCD, bnh nc nng lnh, my ht bi, iu ho lm sch
khng kh,dch v internet ti cc khch sn, ng k du lch trc tuyn, m
bo tho mn tt nhu cu ca khch du lch. Khng nhng th, vic p dng nhng
thnh tu khoa hc k thut-cng ngh ny cn gip tng tnh chuyn nghip, gim
chi ph trong kinh doanh v qung b thng hiu cho doanh nghip ngy mt tt
hn.
 54

d) Mi trng vn ho-x hi:

Mi trng vn ho:

Du lch khng ch tho mn nhu cu vui chi gii tr sau nhng gi lm vic
cng thng m cn l c hi tm hiu v lch s, vn ho, con ngi khp mi
ni trn th gii. Do , s phong ph, a dng ca cc yu t vn ho tng vng
min, tng quc gia s c sc thu ht mnh lit i vi cc du khch nm chu bi
nhng tp qun sinh hot c truyn, nhng l hi, vn ho m thc v thi ng
x ca con ngi. L do c sc thu ht nh vy l v ngy nay con ngi lun
mun c khm ph, tm ti nhng ci mi l, i sng ngy cng nng cao v
vic th ho lm cho h lun mun c gn gi v sng cng vi thin nhin,
tm li du tch ci ngun Chnh v vy m trong thi gian qua loi hnh du lch
sinh thi, du lch tm v cui ngun, du lch vn hangy cng pht trin mnh.
i vi Khnh Ha th y l mt li th bi ni ny vng t hi t nhiu
nn vn ha ca cc dn tc khc nhau nh Kinh, Chm, , HoaC s giao ha
gia hai nn vn minh ca cc thn dn Lc Vit v ca vng quc Chm Pa. S
kt hp c sc to cho Khnh Ha mt nt vn ha rt ring, c th hin
r qua cc l hi, n th, thp c nh Thp B Ponagar, thnh c Din Khnh, ni
Am Cha, miu Trnh Phong, l hi cu ng,v cc di tch lch s cch mng.

Mi trng x hi:

Ngi dn Khnh Ha cng nh ngi dn cc ni khc trn t nc chng

ta rt hin ha, mn khch, khng qu n o, no nhit.Mc d c s dch chuyn
dn c gia cc vng nhng ngi dn y vn gi c bn sc truyn thng
ca a phng. Hng nm ni y din ra rt nhiu l hi thu ht mt lng ln du
khch trong v ngoi nc. Bn cnh Khnh Ha cn ni ting vi cc ngnh
ngh th cng m ngh tinh xo p ng nhu cu ca du khch v xut khu , in
hnh l cc mt hng: m ngh t v s, c, cc loi ha sn; g; my tre an;
tranh thu t la;Cc c sn qu him nh : trm hng, k nam, yn so, cc
loi tht th rng,cc loi hi sn,
 55

e) Mi trng t nhin
Khnh Ha c di b bin khong 200km, l mt trong nhng on b bin
khc khuu nht Vit Nam.Dc b bin c nhng vng vnh, bi tm, bi tm, b
ct mn v v s cc hn o ln nh rt thun li cho pht trin loi hnh du lch
bin o.Vng bin Khnh Ha rng, c nhiu loi thy hi sn qu c gi tr dinh
dng v kinh t cao. c bit c trm hng - loi hng liu qu him ch dnh
cho vua cha thi xa v yn so c coi l vng trng ca tnh.
Bin Khnh Ha c su vo bc nht ca Vit Nam, y bin dc, cao, g
gh, gm nhiu rng san h l ni c tr ca v s loi sinh vt bin to nn chn
thy cung mun hn, mun v. C bn vnh ln : vnh Vn Phong , vnh Nha Trang,
vnh Nha Phu v vnh Cam Ranh, cc vnh ny u c nhng iu kin l tng
t chc cc tuyn, im, cm du lch ngh dng, du lch sinh thi.
Khnh Ha c nhiu sng sui rng vi nhng dy ni cao trng ip to nn
nhiu ghnh thc hng v v him tr nh : sui Tin, Ba H, thc YangBay,
c bit thu ht nhng du khch yu thch s mo him , chinh phc t nhin.
Ngoi ra ni y cn c ngun ti nguyn qu l bn khong c khai thc
tnh Vn Ninh, Ninh Ha, Din Khnh, Cam Ranh vi nhiu khong cht c li
cho sc khe ca con ngi.
Kh hu Khnh Ha du mt : ma h khng qu oi bc, ma ng khng qu
lnh. y ma nng iu ha, mt nm c gn 300 ngy nng , t c bo, nhit
gia ma ma v ma kh chnh lch khng ln, trung bnh khong 26oC n 28oC
v ln xung t t, kh n nh, m khng kh khong 80%, mn nc bin
khong 3%- 3,5%.
Vn sinh thi ca tnh Khnh Ha theo cc bo co ca S khoa hc cng
ngh v mi trng ca tnh c nhng nhn nh sau:
Nhn chung cht lng mi trng vn trong tnh trng kh tt. Tuy nhin v
lu di cn c nhng bin php ci to v bo v mi trng mt cch c th, thit
thc.
 56

i vi vng nc bin ven b, khu vc cc vnh Nha Trang, Cam Ranh

cha c du hiu ca s nhim do cc hot ng sinh thi v nui trng thy sn.
Cht lng khng kh c xu hng tt hn c th v khu cng nghip.
Tuy nhin, dc cc trc giao thng chnh, khu xm chi v khu chung c tnh trng
nhim vn cn kh nghim trng ( v bi, mi v ting n ).
Nh vy, nu khng c nhng bin php bo v mi trng th li th du lch
sinh thi bin o ca Khnh Ha s ngy cng b mt dn i, nh hng n s
pht trin chung ca c tnh.
2.6.1.2 Mi trng vi m:
a) Khch hng
Khch hng l mt yu t rt quan trng ca cng ty, nh hng trc tip
n s tn ti v pht trin ca cng ty. Khch hng l ngi c quyn t do la
ch nhng sn phm, dch v; to ra doanh thu v li nhun cho cng ty; l ngi
to ra cng n vic lm; em n c hi ln nguy c i vi cng ty; l ngi to ra
mi hot ng sn xut v dch v cho cng ty thng qua vic nghin cu v tm
hiu nhu cu, mong mun hoc sng to ra nhu cu cho khch hng c nhng
sn phm, dch v mi nhm gia tng li nhun.
Nu cng ty no c c nhng khch hng trung thnh th l mt li th
to ln ng ngha vi vic c thng trong tay v cng ty s khng phi lo lng
nhiu n u ra cho sn phm ca mnh. Tuy vy, nhu cu v mong mun ca con
ngi ngy cng cao v phc tp nn gi chn c khch hng i hi cng ty
phi khng ngng hon thin cht lng sn phm dch v ca mnh, lun gia tng
nhng gi tr cho h.
i vi ngnh du lch, mc d c tim nng th trng ln nhng khng phi
v th m cc cng ty du lch s lun c du khch tm n. Cc cng ty cn phi bit
cch to s thu ht cho chnh mnh gy n tng tt i vi cc du khch nh:
c chnh sch gi ph hp v linh hot, nhiu loi hnh du lch ngh dng khch
c nhiu s la chn, to s c o cho sn phm dch v du lch ca mnh,
 57

y cng cn lu n i tng khch hng mc tiu ca cng ty l

nhng ai, v thng thng mi ngi ai cng c nhu cu du lch, ngh dng
thng thc cuc sng t tr em cho n ngi gi, ngi trong nc cng nh
ngoi nc,Do ta khng th lm tha mn ng thi tt c cc khch hng ny
c. Nn nhim v ca cng ty l cn phi nghin cu k i tng khch hng
no ta cn phc v.
i vi cng ty C Phn Du Lch Long Ph, khch hng ch yu l khch
on v cng ty xc nh c khch hng mc tiu ca mnh gm:

Khch hng t chc ( ch yu l khch ni a):

+ Cc n v l hnh
+ Cc c quan ban ngnh, on th v doanh nghip nh nc.
+ Hc sinh , sinh vin.
V theo thng l th khch hng ln ca cng ty vn l cc n v l hnh nh:
Saigontourist, Vietravel, Ben Thanh tourist, Fiditour

Khch hng c nhn ( ch yu l khch quc t ) : du khch n t Nga v

cc nc khc, Vit kiu, khch a phng

b) Nh cung cp
y cng l mt yu t c nh hng ln i vi cng ty.Nh cung cp l t
chc, c nhn cung ng cc yu t u vo cho qu trnh sn xut kinh doanh ca
cng ty. iu ny c ngha l h gip m bo cho qu trnh hot ng sn xut
kinh doanh ca cng ty din ra lin tc, hiu qu. Do xy dng tt mi quan h
vi nh cung cp l cn thit nhng lu ng ph thuc qu nhiu vo mt nh
cung cp v nh th cng ty phi s chu p lc t pha h nh v mt gi thnh,
thi gian giao hng, s lng mi ln giao,
i vi cng ty C Phn Du Lch Long Ph th nhng nh cung cp ch yu
l thuc v phn nhin liu, lng thc, thc phm, cc loi ung, phc v
cho nhu cu nh hng, quy bn hng trn cc o,Ring thnh ph Nha Trang
Khnh Ha ni ni ting vi cc mn n lm t cc loi thy hi sn, va ngon
 58

va c gi tr kinh t cao. V phn ln ngi dn y lm ngh bin nn cng ty

s khng chu p lc v c nhiu nh cung cp sn c a phng. Tuy nhin
cng ty cng nn hp tc lu di vi mt s nh cung cp ch lc h m bo
duy tr tt ngun nguyn vt liu u vo c nhng khi vo ma nh bt km.
c) Nh phn phi.
y l knh trung gian gip cho sn phm ca cng ty n vi khch hng
mt cch nhanh chng v hiu qu. c bit pht huy tc dng khi cng ty mun
tm kim v m rng th trng tiu th ca mnh. Do vic to mi quan h tt
vi nh phn phi l rt cn thit.
i vi cng ty CP du lch Long Ph th nh phn phi cn c xem l
khch hng ln v quan trng ca cng ty va gip tm kim khch hng, va
qung b cc sn phm du lch cho cng ty. Bao gm: cc cng ty du lch l hnh,
i l v vn phng hng dn du lch, nh hng khch sn.
d) i th cnh tranh hin ti
Hin ti, trong ngnh du lch c rt nhiu cng ty ang cnh tranh vi cng ty
CPDL Long Ph. Do , cng ty cn phi bit u l i th cnh tranh ca mnh,
lun ch n h, nht l nhng i th c nng lc tng ng vi cng ty.Phn
tch xem u l im mnh, im yu ca h,chin lc kinh doanh m h ang p
dng t tn dng nhng im mnh,khc phc nhng im yu ca mnh
ginh li th trong cuc cnh tranh ch ng trong tm tr khch hng.
Tuy nhin, vic quan tm i th cnh tranh khng nn ch nhn vo mt cnh
tranh m i khi i th cnh tranh cng ng thi l ngi b tr ca cng ty. V
d: tuy khu lch Dc Lch l i th cnh tranh trc tip ca cng ty v loi hnh
kinh doanh du lch sinh thi bin o tuy nhin nu nhn nhn vn di gc
khc th cc khu du lch ny lm tng thm tnh hp dn cho Nha Trang. Du
khch s thch n Nha Trang du lch hn nu ni y c nhiu a im du lch
la chn. Do , c th xem xt quyt nh i du lch ti khu du lch Long Ph.
Do vy cn phi xem xt hai mt ca vn trong tm nhn tng qut c
nhng i sch ph hp. Khng phi lc no cng t i th cnh tranh trong mi
 59

quan h c - mt (thng-thua), m i khi c th l h tr ln nhau i bn

cng c li (thng-thng).

Ti a bn tnh Khnh Ha, cng ty CPDL Long Ph c hai loi i th

cnh tranh trc tip v lai hnh kinh doanh:
Kinh doanh du lch bin o: c khu du lch Dc Lch (ca cng ty CP du
lch Dc Lt-n v trc thuc cng ty du lch Khnh Ha) v khu du lch v
gii tr Nha Trang (Sng L, Phc ng-thuc cng ty TNHH Hon Cu
Nha Trang).
Kinh doanh dch v l hnh: c trung tm iu hnh hng dn du lch-
n v trc thuc cng ty du lch Khnh Ha, ASEAN travel, villa tour

e) i th cnh tranh tim n

Mt trong nhng yu t lm nh hng n hot ng sn xut kinh doanh ca
cng ty l nhng i th cnh tranh tim n, c chia lm hai loi:

- i th cnh tranh mi: nhng cng ty mi gia nhp vo ngnh nhng cn

hn ch v ngun lc, th phn nh, ch sc cnh tranh trc tip vi cng
ty nhng nu c mt chin lc kinh doanh tt s l i th mnh ca cng
ty trong tng lai.
- i th cnh tranh tim n: nhng cng ty hin ti cha cnh tranh trong
cng mt ngnh sn xut nhng c kh nng cnh tranh nu h quyt nh
gia nhp ngnh. iu ny to ra yu t bt ng khin cc cng ty hin ti
khng kp ng bin.

Li th ca i th cnh tranh tim n l ch h c nhng hiu bit v cc

cng ty ang hot ng trong ngnh, c thi gian chun b v mt ti chnh,
chin lc kinh doanhDo , khi h tham gia vo ngnh s d dng ly i khch
ca cc cng ty ang kinh doanh hin ti nu cc cng ty ny khng c chin lc
kp thi ng ph.
V vy i hi cc cng ty kinh doanh hin ti phi c s kt hp li vi nhau
to ro cn gia nhp ngnh v ng thi chnh bn thn mi cng ty cng phi
 60

chun b cho mnh nhng chin lc thu ht c s quan tm t pha khch

hng, gi chn nhng khch hng trung thnh ca cng ty.
Ngnh du lch l ngnh kinh doanh dch v em li li nhun cao, do s thu
ht nhiu c nhn, t chc c tim lc v vn, kin thc, kinh nghim, mi quan h
v mt cht mo him nhy vo ngnh. Thm na vi s pht trin ca cng ngh
s th vic tm hiu thng tin v ngnh v cc cng ty du lch hin ti l khng my
kh khn.iu ny ang thc s mang li nhiu nguy c cho doanh nghip.
Hin ti, i vi cng ty CPDL Long Ph ch ang xc nh i th cnh tranh
mi ca mnh v loi hnh du lch bin o: KDL Vnh Vn Phong v KDL Vnh
Cam Ranh
f) Sn phm v dch v thay th
l nhng sn phm, dch v khc m c th cng tha mn nhu cu ca
ngi tiu dng, l mt yu t lm gim li nhun tim nng trong ngnh. Bi lc
ny ngi tiu dng mun tha mn nhu cu th khng nht thit phi s dng sn
phm hay dch v c m c th s dng nhng sn phm-dch v khc vn c th
t c mc ch ca mnh. Do , cc cng ty khng nn xem nh yu t ny,
phi thu thp thng tin v nghin cu cc sn phm v dch v thay th.
i vi ngnh du lch th sn phm-dch v thay th y c hiu l cc
loi hnh du lch khc nhau cng tha mn nhu cu vui chi, gii tr, ngh dng,
khm ph v thng thc cuc sng nh du lch sinh thi, du lch vn ha, du lch
ngh dng
2.6.2 Tnh hnh hot ng
2.6.2.1 Tnh hnh lao ng
Tng s cn b cng nhn vin ca cng ty hin nay l 245 ngi.
Trong : Trnh i hc l 49 ngi ( chim 20% tng s lao ng); trnh
cao ng, trung cp l 123 ngi ( chim 50% ); cn li 73 ngi l lao ng ph
thng.
Hin nay s lng nhn vin trnh ph thng ca cng ty cng cn cao, do
cng ty trong thi gian ti s ch trng hn cng tc tuyn dng, ng thi o
o thm cho nhn vin vo nhng ma t khch.
 61

2.6.2.2 Thu nhp bnh qun ca CBCNV trong cng ty

Bng 2.1: Thu nhp bnh qun ca nhn vin cng ty Long Ph

Nm Nm Nm Chnh lch Chnh lch

2009 2010 20112010/2009 2011/2010
% %
TNBQ/Thng 2,200 2,500 3,000 300 13,64 500 20
Ngun: Phng kinh doanh Cng ty CPDL Long Ph
Trn y l bng thu nhp bnh qun/ ngi ca nhn vin cng ty, mc lng
ny cha bao gm thng, h tr xe a n v n tra.
Nh vy ta thy mc lng trung bnh ca nhn vin cng ty l khng cao, tuy
nhin do chnh sch chia tin thng theo doanh thu nn vo nhng ma cao im
thng mc thng ca nhn vin kh cao, cng vi nhiu chnh sch t tng cng
ty Khatoco nn nhn chung mc thu nhp ca nhn vin cng ty l kh cao.
2.6.2.3 Kt qu hot ng sn xut kinh doanh ca cng ty

Bng 2.2: Kt qu hot ng sn xut kinh doanh ca cng ty

Ch tiu Nm Nm Nm Chnh lch Chnh lch

2009 2010 2011 2010/2009 2011/2010
% %
8. Vn CSH 8,093 10,554 12,008 2,461 30,4 1,454 13,78
9. Tng 18,988 16,345 16,987 -2,643 - 14 0,64 3,93
ngun vn
10. Doanh thu 30,007 36,656 47,909 6,649 22,16 11,253 30,7
thun
11. Li nhun 3,005 3,345 3,842 0,34 11,3 0,497 14,86
sau thu
12. Doanh li 0,16 0,2 0,23 0,04 25 0,03 15
tng ngun
vn
13. Doanh li 0,1 0,09 0,08 -0,01 -10 -0,01 -11
doanh thu
14. Doanh li 0,37 0,32 0,31 -0,05 -13,5 -0,01 -3,13
vn CSH
Ngun: Phng kinh doanh Cng ty CPDL Long Ph
 62

Nhn xt:
Doanh li tng ngun vn:
Qua bng phn tch trn ta thy: trong nm 2009 bnh qun 1 ng vn
kinh doanh em li cho cng ty 0,16 ng li nhun sau thu. Nm 2010
bnh qun 1 ng vn kinh doanh em li cho cng ty 0,2 ng li nhun
sau thu. nm 2011 bnh qun 1 ng vn kinh doanh em li cho cng ty
0,23 ng li nhun sau thu.
Nh vy, nm 2010 c 1 ng vn b ra u t th li nhun sau thu
tng 0,34 ng so vi nm 2009.Trong khi nm 2012, c 1 ng vn b
ra u t th li nhun sau thu tng 0,497 ng so vi nm 2010. iu ny
cho thy cng ty s dng hiu qu ng vn qua cc nm.
Doanh li vn ch s hu:
Qua bng s liu trn ta thy bnh qun 1 ng vn ch s hu b ra
u t s em li cho cng ty 0,37 ng li nhun sau thu vo nm 2009.
Nm 2010 bnh qun 1 ng vn ch s hu b ra u t s em li cho
cng ty 0,32 ng li nhun sau thu. V nm 2011 bnh qun 1 ng vn
ch s hu b ra u t s em li cho cng ty 0,31 ng li nhun sau thu.
Nh vy so vi nm 2009 doanh li vn ch s hu nm 2010 gim
0,05 ng, n nm 2011 doanh li vn ch s hu gim 0,01 ng. Ta thy
doanh li vn ch s hu cng ty gim trong nhng nm l do cng phi u
t mt lng ln vn nng cp v xy dng thm c s vt cht o
Kh v sui Hoa Lan , sa cha , u t thm phng tin vn chuyn xe tu.
Doanh li doanh thu:
Trong nm 2009, c 1 ng doanh thu th cng ty c 0.1 ng li nhun
sau thu. Trong nm 2010, c 1 ng doanh thu th cng ty c 0.09 ng li
nhun sau thu. n nm 2011, c 1 ng doanh thu th cng ty c 0.08
ng li nhun sau thu.
Nh vy so vi nm 2009 th doanh li doanh thu nm 2010 gim 0,01
v doanh li doanh thu ca nm 2010 so vi nm 2011 cng gim 0.01.
 63

2.6.3 Phng hng pht trin ca cng ty trong thi gian ti

K hoch 10 nm ti ca cng ty l pht trin thm khu vc lu tr ti KDL
sui Hoa Lan. Nng cp v xy dng khch sn Hong Gia ang xung cp thnh
khu trung tm tic ci, h thng nh hng phc v cho cc on l hnh. Xy
dng khu resort 5 sao ti o Hn Th.
i vi loi hnh team building cng ty cng c nhng chin lc nh: xy
dng thm thao trng bn sng sn v a vo cc tr chi ca tour teambuilding.
Pht trin Hn Sm tr thnh khu chuyn t chc team building, u t v xy
dng c s vt cht ti Hn Sm.
 64

Chng III: PHNG PHP NGHIN CU

3.1 Thit k nghin cu
ti ny c 2 bc nghin cu :

Nghin cu khm ph: s dng phng php nh tnh c thc hin

thng qua k thut tho lun nhm nhm iu chnh v b sung cc bin
quan st dng o lng cc khi nim nghin cu.
Nghin cu chnh thc: s dng phng php nh lng c thc hin
bng k thut phng vn trc tip thng qua bng cu hi chi tit nhm nh
gi cc thang o v kim nh m hnh l thuyt t ra.

3.2 Phng php v quy trnh nghin cu

3.2.1 Phng php nghin cu
3.2.1.1 Phng php nh gi tin cy thang o Cronbachs Alpha
Nhng mc hi o lng cng mt khi nim tim n th phi c mi lin quan
vi nhng ci cn li trong nhm . H s ca Cronbach l mt php kim nh
thng k v mc cht ch m cc mc hi trong thang o tng quan vi nhau.
Cng thc ca h s Cronbach l :
= N[ 1 + (N 1)]
Trong l h s tng quan trung bnh gia cc mc hi.K t Hy Lp trong
cng thc tng trng cho tng quan trung bnh gia tt c cc cp mc hi c
kim tra.
V h s Cronbach ch l gii hn di tin ca thang o (Theo GS.TS
Nguyn nh Th ), v cn nhiu i lng tin cy , hiu lc ca thang o nn
giai on u khi xy dng bng cu hi, h s ny nm trong phm vi t 0,6 n
0,8 l chp nhn c.
Mun t c h s 0,8 cho mt danh mc t cc mc hi , m cc mc hi
ny i lin vi nhau mt cch mch lc v o lng cng mt vn . H s ca
Cronbach s cho bit cc o lng c lin kt vi nhau hay khng. Nhng n s
khng cho bit mc hi no cn phi b i v mc hi no cn phi gi li. lm
 65

c iu ny cn phi xc nh mc hi no khng phn bit gia nhng ngi

cho im s ln v nhng ngi cho im s nh trong ton b cc mc.
3.2.1.2 Phng php phn tch nhn t (EFA)
Khi nim v ng dng:
Phn tch nhn t l tn chung ca mt nhm cc th tc c s dng ch
yu thu nh v tm tt cc d liu. Trong nghin cu, chng ta c th thu
thp c mt s lng bin kh ln v hu ht cc bin ny c lin h vi
nhau v s lng ca chng phi c gim bt xung n mt lng m
chng ta c th s dng c. Lin h gia cc nhm bin c lin quan qua
li ln nhau c xem xt v trnh by di dng mt s t cc nhn t c bn.
M hnh phn tch nhn t:
Lng bin thin ca mt bin c gii thch bi nhng nhn t chung
trong phn tch c gi l communality. Bin thin chung ca cc bin
c m t bng mt s t cc nhn t chung ( common factor) cng vi mt
nhn t c trng (unique factor) cho mi bin. Nhng nhn t ny khng
bc l r rng, nu cc bin c chun ha th m hnh nhn t c th
hin bng m hnh sau:
X i = A i1 F 1 + Ai2 F 2 + A i3 F 3 ++ A im F m + V iU i.
Trong :
X i : bin th i chun ha
A ij : h s hi qui bi chun ha
F: cc nhn t chung
V i : h s hi qui chun ha ca nhn t c trng i vi bin i
U i : nhn t c trng ca bin i
M : nhn t chung
Cc nhn t c trng c lin quan vi nhau v vi cc nhn t chung. Bn
thn cc nhn t chung cng c th c din t nh nhng kt hp tuyn
tnh ca cc bin quan st.
F i = W i1 X 1 + W i2 X 2 + W i3 X 3 ++ W ik X k
 66

Trong :
F i : c lng tr s ca nhn t i
W t : quyt s hay trng s nhn t
k : bin s
Chng ta c th chn quyn s hay trng s nhn t sao cho nhn t
th nht gii thch c phn bin thin nhiu nht trong ton b bin thin.
Sau ta chn ra mt tp hp cc quyn s th hai sao cho nhn t th hai
gii thch c phn ln bin thin cn li v khng c tng quan vi nhn
t th nht. Nguyn tc ny c tip tc p dng nh vy tip tc chn
ra cc quyn s ca nhn t tip theo. Do vy cc nhn t c c lng
sao cho cc quyn s ca chng khng ging nh cc gi tr ca cc bin
gc, l khng c tng quan vi nhau. Hn na, nhn t th nht gii thch
c nhiu nht bin thin ca d liu, nhn t th hai gii thch c nhiu
th nh.

3.2.1.3 Phng php hi quy bi

Nu kt lun c hai bin c lin h cht ch vi nhau, ng thi gi nh rng
cn nhc k bn cht ca mi lin h tim n gia hai bin, v xem nh xc
nh ng hng ca mi quan h nhn qu c tht gia chng th ta c th m hnh
ha mi quan h nhn qu ca chng bng m hnh hi qui tuyn tnh . Trong
mt bin c gi l bin ph thuc ( hay bin c gii thch Y ) v bin kia l
bin c lp ( hay bin c gii thch X ). M hnh ny s m t hnh thc ca
mi lin h v qua gip ta d on c mc ca bin ph thuc ( vi
chnh xc trong phm vi gii hn ) khi bit trc gi tr ca bin c lp.

M hnh hi quy tuyn tnh bi

M hnh hi quy bi m rng m hnh hi qui tuyn tnh hai bin bng
cch thm vo mt s bin c lp gii thch tt hn cho bin ph thuc .
M hnh c dng nh sau:
Y i = 0 + 1 X 1i + 2 X 2i + + p X pi + e i
Trong :
 67

X pi : biu hin ga tr ca bin c lp th p ti quan st th i

k : h s hi quy ring phn
E i : l mt bin c lp ngu nhin c phn phi chun i vi bt k kt hp
no ca cc bin c lp trong m hnh.
nh gi ph hp ca m hnh hi quy tuyn tnh bi
H s xc nh R2 c chng minh l hm khng gim theo s bin
c lp c a vo m hnh, cng a thm nhiu bin c lp vo m
hnh th R 2 cng tng, tuy nhin iu ny cng khng c chng minh rng
khng phi chng trnh cng c nhiu bin s ph hp hn vi d liu ( tc
l tt hn ).
Kim nh ph hp ca m hnh
Kim nh F s dng trong bng phn tch phng sai vn l mt php
kim nh gi thuyt v ph hp ca m hnh hi quy tuyn tnh tng
th. y bin ph thuc c lin h tuyn tnh vi ton b tp hp cc bin
c lp hay khng? Gi thuyt H 0 l 1 = 2 = 3 = 4 =. p =0
Nu gi thuyt H 0 c bc b th ta kt lun rng: kt hp cc bin hin
c trong m hnh c th gii thch c nhng thay i ca Y, iu ny c
ngha l m hnh ta xy dng l ph hp vi tp d liu.
Xc nh tm quan trng ca cc bin m hnh.
Trong hi quy bi c nhiu bin c lp, ta c th mun xc nh vi
cc bin c a vo m hnh . Bin no c vai tr quan trng hn trong
vic d on gi tr l thuyt ca Y hay chng quan trng nh nhau.
 68

3.2.2 Quy trnh nghin cu

C s l thuyt Thang o Tho lun iu

thp nhm chnh

Thang o
chnh
Nghin cu nh Cronbach alpha
lng n=200 Kim tra h s alpha
Loi cc bin c h s
tng quan bin- tng th nh
.
Phn tch nhn t khm ph Loi bin c h s
EFA tng quan vi nhn t
thp. Kim nh nhn t
trch c.

Thang o hon
chnh

Phn tch hi quy tuyn tnh

Kim nh m hnh
bi
Kim nh gi thuyt.

xut gii php

Hnh 3.1: Quy trnh nghin cu

3.2.2.1 Nghin cu nh tnh

Thang o c xy dng trn c s l thuyt v s hi lng ca khch hng
trong dch v, l thuyt v thang o s hi lng khch hng c, c th l thang
 69

o SERVQUAL ( Parasuraman & ctg, 1988 ). Tuy nhin do c th ca tng

ngnh dch v v s khc nhau v vn ha cng nh s pht trin kinh t ca tng
khu vc. Do , cn c nghin cu nh tnh iu chnh thang o cho ph hp l
iu kin cn thit.
Nghin cu nh tnh ny s dng k thut tho lun tay i kt hp vi tho
lun nhm tp trung. Mc ch ca nghin cu ny l khm ph ra nhng yu t tc
ng n s hi lng ca khch hng i vi tour du lch teambuilding ca cng ty.
Phng php thu thp thng tin c s dng l tho lun nhm thng qua mt
dn bi tho lun c chun b sn. T kt qu ca nghin cu nh tnh ny kt
hp vi c s l thuyt l thang o SERQUAL, t xy dng ln thang o o
lng cho nghin cu ny.
3.2.2.2 Nghin cu nh lng

Mc ch ca nghin cu ny l kim nh m hnh l thuyt t ra , o

lng cc yu t tc ng vo s hi lng ca khch hng v tour du lch
teambuilding ca cng ty CPDL Long Ph.
i tng nghin cu l tt c cc khch hng v ang tham gia tour du
lch teambuilding ca cng ty.
Phng php thu thp thng tin c s dng trong nghin cu ny l
phng vn trc tip theo bng cu hi chi tit c son sn. (xem ph lc 3)
D liu sau khi thu thp v s c m ha, nhp liu v lm sch, s
dng phn mm SPSS for Window 16.

3.2.2.3 Mu nghin cu
Theo kinh nghim cc nh nghin cu cho rng, nu s dng phng php c
lng ML th kch thc mu ti thiu phi t 100 n 150 ( Hair& ctg, 1988).
Cng c nh nghin cu cho rng kch thc mu ti hn phi l 200 ( Hoelter ,
1983 ). Ngoi ra theo Bollen (1989) th kch thc mu ti thiu l 5 mu cho mt
tham s cn c lng.Vi bng cu hi s dng trong nghin cu ny l 200 mu,
trong s mu pht ra l 250, thu v 230 mu v s mu hp l l 200.
 70

3.3 Thit k thang o

Thang o c xy dng trn c s l thuyt v xy dng thang o v v s
tha mn ca khch hng, tham kho cc thang o c pht trin trn th gii
nh thang o SERVQUAL, cc nghin cu mu v cht lng dch v v hi lng
ca khch hng (Parasuraman & ctg ). Chng c iu chnh v b sung cho ph
hp vi loi hnh du lch teambuilding ca cng ty v da vo kt qu ca nghin
cu nh tnh. Thang o v s hi lng ca khch du lch i vi tour du lch
teambuilding ca cng ty du lch Long Ph bao gm 28 bin quan st vi 5 thnh
phn ca n.Thnh phn phng tin hu hnh gm 6 bin quan st. Thnh phn
mc tin cy gm 5 bin quan st. Thnh phn mc p ng gm 6 bin quan
st. Thnh phn mc ng cm gm 6 bin quan st. Thnh phn phong cch
phc v gm 5 bin quan st.
3.3.1 Phng tin hu hnh
Da vo thang o SERVQUAL v tho lun nhm ta c thang o v phng
tin hu hnh gm 6 bin quan st , c o bng thang o Likert 5 mc v c
k hiu t QA1 n QA.(xem bng 3.1).

Bng 3.1: Thang o phng tin hu hnh

K hiu
Phng tin hu hnh
bin
QA1 Phng tin vn chuyn tin nghi, rng ri v an ton
QA2 Nhn vin cng ty c ng phc lch s, p mt.

QA3 Phng tin lin lc vi cng ty thun tin v nhanh chng.

QA4 Cc im vui chi trn o c c s vt cht hin i, hnh thc hp dn

QA5 Cc dng c h tr tr chi nhm ph hp, tin li v sng to.

QA Bn hon ton hi lng v cc phng tin hu hnh ca cng ty.
 71

3.3.2 Mc tin cy
Mc tin cy c k hiu t QB1 n QB. Da vo thang o SERVQUAL
ta thy thang o o lng v mc tin cy gm 5 bin quan st ( xem bng 3.2),
v c o bng thang o Likert 5 mc .

Bng 3.2 : Thang o mc tin cy

K hiu
Mc tin cy
bin
QB1 Cng ty thc hin ng chng trnh tour nh cam kt.
QB2 Xe , tu a n khch ng gi, ng a im.
An ton khi s dng cc dch v n ung, vui chi gii tr trn
QB3
tu v trn o.
QB4 Cng ty c thng bo kp thi v mi s thay i ca tour.
QB Bn hon ton tin tng cc dch v ca Team-building.
3.3.3 Mc p ng
Mc p ng c k hiu t QC1 n QC. Kt hp gia thang o
SERVQUAL v tho lun nhm ta c mc p ng gm 6 bin quan st, v
cng c o bng thang o Likert 5 mc .( Bng 3.3).
Bng 3.3: Thang o mc p ng
K hiu
Mc p ng
bin

QC1 Mi phn hi ca qu khch u c tip thu v x l nhanh chng.

QC2 Lch trnh tour c sp xp mt cch hp l, thun tin.
QC3 Chng trnh tr chi p ng c mc ch du lch ca khch.

QC4 Chng trnh gala dinner thu ht, hp dn.

QC5 Hng dn vin (HDV) v nhn vin trn o lun sn sng gip
qu khch.
QC Bn hon ton hi lng v kh nng p ng cc dch v ca cng ty.
 72

3.3.4 Mc ng cm
Mc ng cm c k hiu t QD1 n QD. Da vo thang o
SERVQUAL v tho lun nhm ta c thang o o lng mc ng cm
gm 6 bin quan st.(Bng 3.4) v cng c o bng thang o Likert 5 mc .
Bng 3.4: Thang o mc ng cm
K hiu
Mc ng cm
bin
QD1 Nhn vin nim n v quan tm n tng nhu cu ca tng du khch
QD2 Bn cm thy an ton v tha mi khi tham gia tour ca cng ty.
QD3 Nhn vin cng ty c trch nhim v linh hot trong x l tnh hung.

QD4 Nhn vin tm l v nm bt tt nhu cu ca qu khch.

QD5 HDV hng dn c th v nhit tnh gip cc i chi.

QD HDV hng dn c th v nhit tnh gip cc i chi.

3.3.5 Phong cch phc v

Phong cch phc v c k hiu t QE1 n QE . Da vo thang o
SERVQUAL v nghin cu nh tnh ta c thang o lng v phong cch phc v
gm 5 bin quan st ( Bng 3.5) v c o bng thang o Likert 5 mc .
Bng 3.5: Phong cch phc v
K hiu
Phong cch phc v
bin

QE1 Nhn vin cng ty c kh nng giao tip tt, lch s v gn gi.
QE2 HDV c y kin thc v k nng hng dn loi hnh du lch team-
building.

QE3 Nhn vin trn o thn thin, phc v chuyn nghip.

QE4 HDV lun bit cch khch l v c v tinh thn cc i chi
QE Bn hon ton hi lng v phong cch phc v ca nhn vin cng ty.
 73

Chng IV: KT QU NGHIN CU V THO LUN

4.1 M t d liu nghin cu
Nghin cu chn mu ngu nhin vi 6 thuc tnh kim sot gm: Gii tnh;
Tui; Nhm ngnh; Thu nhp bnh qun; Knh thng tin v S ln i du lch.
4.1.1 Gii tnh

Phn trm
Gi tr Tn s Gi tr % T l % tch ly.
(%)
Nam 81 40.5 40.5 40.5
N 119 59.5 59.5 100.0
Tng 200 100.0 100.0

Kt qu cho thy c 81 nam v 119 n tham gia tr li bng cu hi. S lng n

gii nhiu hn nam gii ( n: 59.5 % , nam: 40.5%). iu ny cho thy vic thu
thp s liu c s chnh lch v gii tnh l do s lng du khch n cc on
tham gia teambuilding cao hn s lng nam .
4.1.2 Tui tc
Phn trm
Ga tr Tn s Gi tr % T l % tch ly
(%)
< 20 tui 7 3.5 3.5 3.5
20-35 tui 95 47.5 47.5 51.0
36-55 tui 90 45.0 45.0 96.0
> 55 tui 8 4.0 4.0 100.0
Tng 200 100.0 100.0

tui ca mu nghin cu qua phn tch thng tin cho thy:

Khch du lch tham gia tour teambuilding ca cng ty phn b mi la tui.
Trong khch c tui t 20 35 tui chim 47.5 % v tui t 35 55 tui
chim 45% l ch yu. Khch c tui di 20 tui ( chim 3.5% ) v trn 55 tui
(chim 4%) , hai tui ny chim t l kh thp. V khch tham gia tour team
building ca cng ty ch yu l cc c quan nh nc v cc n v kinh doanh nn
hu nh ri vo tui t 20 n 55 tui.
 74

4.1.3 Nhm ngnh

Gi tr Phn trm ( T l % tch
Tn s %) Gi tr % ly
Nhn vin vn phng 65 32.5 32.5 32.5
Sinh vin , hc sinh 25 12.5 12.5 45.0
n v kinh doanh , x
88 44.0 44.0 89.0
nghip
Khc 22 11.0 11.0 100.0
Tng 200 100.0 100.0

Qua bng thng k ta thy , khch ch yu tham gia teambuilding ca cng ty l

cc n v kinh doanh, x nghip chim 44%, tip n l nhn vin vn phng v
cc on th, c quan nh nc chim 32.5 %. Cn li cc nhm ngnh khc nh
sinh vin hc sinh v cc ngh nghip khc chim t l cn thp 12.5 % v 11%.
4.1.4 Thu nhp bnh qun
Phn trm
Tn s (%) Gi tr % T l % tch ly

< 2 Triu 13 6.5 6.5 6.5

2-5 Triu 65 32.5 32.5 39.0

5-7 Triu 78 39.0 39.0 78.0

> 7Triu 44 22.0 22.0 100.0

Tng 200 100.0 100.0

Qua bng s liu ta thy, hu ht khch du lch tham gia tour teambuilding c
thu nhp kh cao. Trong , thu nhp t 5 7 thiu l cao nht chim 39% , tip
n l thu nhp t 2 5 triu chim 32.5 %, thu nhp trn 7 triu cng kh cao
chim 22% cn li ch c 6.5 % l thu nhp di 2 triu. C c iu ny l do
tnh cht ca du lch teambuilding ca cng ty cao cp hn tour du lch bnh thng
v nhm ngnh ch yu ca khch du lch khi tham gia tour du lch ca cng ty.
Qua cng thy c thu nhp ca ngi dn cng ngy cng c nng cao, ko
theo l yu cu ca con ngi v cht lng dch v cng ngy cng tng theo.
 75

4.1.5 Knh thng tin

T l % tch
Gi tr Tn s Phn trm Ga tr %
ly
Bo, tp ch 12 6.0 6.0 6.0
Internet 42 21.0 21.0 27.0
Truyn hnh 10 5.0 5.0 32.0
Cc n v l
63 31.5 31.5 63.5
hnh
Bn b , ngi
63 31.5 31.5 95.0
thn
Khc 10 5.0 5.0 100.0
Tng 200 100.0 100.0

Ta thy hu ht du khch bit n tour du lch ca cng ty qua Cc n v l

hnh v Bn b, ngi thn, u chim 31.5 % . 21 % du khch bit n tour qua
Internet; 6% thng qua Bo, tp ch; 5% qua truyn hnh ; cn li 5% l qua cc
phng tin khc.

4.1.6 S ln i du lch

Tn s Phn trm Gi tr % T l % tch ly

Gi tr
(%)
Ln u 120 60.0 60.0 60.0
2 ln 63 31.5 31.5 91.5
3 ln 6 3.0 3.0 94.5
Hn 3 ln 11 5.5 5.5 100.0
Tng 200 100.0 100.0

Qua bng thng k ta thy hu ht khch n vi khu du lch l ln u tin

chim 60%, iu ny cng d hiu bi teambuilding thu ht du khch khng nhng
trong tnh m phn ng l cc thnh ph pht trin nh T.P H Ch Minh, H
Ni, ng Nai, Bnh Dng.Tuy nhin cng c s lng ln khch du lch
n ln 2 (31.5% ) , ln 3(3%) v hn 3 ln ( 5.5%). iu ny cho thy khch du
 76

lch tin tng v thch th nhng dch v m khu lch cung cp v quay tr li
vi cng ty.
4.2 nh gi tin cy thang o bng h s Cronbachs Alpha
4.2.2.1 Kt qu phn tch thang o cht lng dch v theo m hnh
SERQUAL
Bng 4.1: H s Cronbach Alpha ca cc thnh phn thang o theo m hnh
SERQUAL

Phng Bnh
Trung bnh Tng Alpha nu
sai thang phng h
Bin thang o nu quan bin loi bin
o nu s tng
quan st loi bin tng ny
loi bin quan bi
Phng tin hu hnh: Alpha = .815
QA1 13.89 5.134 .643 .499 .768
QA2 14.14 5.019 .651 .541 .765
QA3 14.30 5.327 .568 .434 .790
QA4 14.68 4.721 .718 .536 .743
QA5 14.36 5.610 .454 .296 .822
Mc tin cy: Alpha = 0.869
QB1 11.12 4.850 .679 .477 .844
QB2 11.36 3.759 .774 .606 .812
QB3 11.11 4.601 .762 .588 .812
QB4 11.35 4.862 .681 .485 .843
Mc p ng: Alpha = 0.867
QC1 15.42 6.989 .606 .465 .859
QC2 15.23 6.266 .763 .621 .821
QC3 15.15 6.416 .704 .524 .836
QC4 15.12 6.494 .699 .545 .837
QC5 15.21 6.428 .679 .503 .842
Mc ng cm: Alpha = 0.905
 77

QD1 14.96 7.325 .772 .625 .882

QD2 14.80 7.357 .712 .554 .895
QD3 14.99 7.171 .792 .664 .878
QD4 15.01 7.156 .799 .693 .876
QD5 14.79 7.215 .736 .566 .890
Phong cch phc v: Alpha = 0.896
QE1 10.85 4.892 .733 .545 .879
QE2 10.96 4.481 .815 .673 .848
QE3 11.02 4.789 .758 .601 .870
QE4 11.05 4.450 .774 .602 .865
Phng tin hu hnh gm 5 bin quan st k hiu t QA1 n QA5 . H s
Cronbach Alpha = 0.815 > 0.6. C 5 bin ny u c h s tng quan bin tng
ln hn 0.3 nn c chp nhn. Tuy nhin, nu loi bin QA5 th h s Alpha s
tng ln (0.822 > 0.815), nn ta loi bin QA5 thang o ny t c tin cy
cao hn. Nh vy 4 bin cn li ca thang o s c a vo phn tch nhn t
tip theo.
Mc tin cy gm 4 bin quan st k hiu t QB1 n QB4. H s Cronbach
Alpha = 0.869 >0.6. C 4 bin ny u c h s tng quan bin tng ln hn 0.3
nn c chp nhn. Do thang o mc tin cy t yu cu, cc bin c a
vo phn tch nhn t tip theo.
Mc p ng gm 5 bin quan st k hiu t QC1 n QC5. H s
Cronbach Alpha = 0.867 >0.6. C 5 bin ny u c h s tng quan bin tng ln
hn 0.3 nn c chp nhn. Do thang o mc tin cy t yu cu, cc bin
c a vo phn tch nhn t tip theo.
Mc ng cm gm 5 bin quan st k hiu t QD1 n QD5 . H s
Cronbach Alpha = 0.905 >0.6. C 5 bin ny u c h s tng quan bin tng
ln hn 0.3 nn c chp nhn. Do thang o mc tin cy t yu cu, cc
bin c a vo phn tch nhn t tip theo.
Phong cch phc v gm 4 bin quan st k hiu t QE1 n QE5 . H s
Cronbach Alpha = 0.896 >0.6. C 4 bin ny u c h s tng quan bin tng
 78

ln hn 0.3 nn c chp nhn. Do thang o mc tin cy t yu cu, cc

bin c a vo phn tch nhn t tip theo.
Nhn chung h s Cronbach Alpha ca cc nhm bin o lng cht lng dch
v u ln hn 0.8, cc h s tng quan bin tng u ln hn 0.3. V vy, tt c
cc bin (ngoi tr QA5) c chp nhn v tip tc a vo phn tch nhn t
EFA.
4.3 Phn tch nhn t (EFA)
- Mc ch: Phn tch nhn t s gip cho chng ta thy c cc thang o trn c
tch ra thnh nhng nhn t mi hay khng ? iu ny s gip cho chng ta nh
gi chnh xc hn cc thang o, loi b cc bin o lng khng t yu cu v
m bo cho thang o c tnh ng nht.
- Phng php: Thc hin kim nh thang o EFA , cc bin c trng s nh hn
0.5 tip tc s b loi (Othman & Owen, 2002).
Vic phn tch nhn t c thc hin thng qua phn mm SPSS 16.0 vi
phng php rt trch nhn t c chn phn tch nhn t l principal
Components vi php quay varimax v im dng khi trch cc yu t Eigenvalue =
1. Thang o c chp nhn khi tng phng sai trch phi bng hoc ln hn 50%.
4.3.1 i vi bin c lp
Qua kt qu phn tch tin cy Cronbach Alpha v phn tch h s tng quan
bin tng, sau khi loi bin QA5 th 22 bin quan st cn li tip tc c a vo
thc hin phn tch nhn t ln 1.
Kim nh KMO v Bartletts trong phn tch nhn t cho thy c h s KMO
kh cao ( 0.922> 0.5) vi mc ngha bng 0 ( sig = 0.000), cho thy phn tch
nhn t EFA rt thch hp.
Ti cc mc gi tr Eigenvalues ln hn 1 v vi phng sai rt trch principal
components v php quay varimax, phn tch nhn t trch c 3 nhn t vi
phng sai trch c l 67.044% ( ln hn 50% ) nn t yu cu.
Qua php quay nhn t ta thy tt c cc nhn t u c trng s ln hn 0.5 v
vy tt c 22 bin u t yu cu .
 79

Bng 4.2: Kt qu EFA ca cc bin c lp

Component

1 2 3

QD4 .857
QE1 .789
QE4 .770
QD3 .755
QE2 .752
QD5 .746
QE3 .685
QD1 .678
QC1 .657
QB4 .593
QD2 .590
QC2 .563
QC5 .528
QB2 .763
QB1 .761
QB3 .691
QC3 .629
QC4 .516
QA3 .792
QA2 .771
QA1 .600
QA4 .550
 80

Bng 4.3 cho thy 3 thang o mc p ng, ng cm v phong cch phc

v gp chung li thnh mt nhn t , 2 thang o mc tin cy v p ng li gp
li thnh mt nhn t. Nh vy 5 thnh phn cht lng dch v theo m hnh
SERVQUAL tr thnh 3 thnh phn khi nh gi cht lng dch v tour du lch
teambuilding nh sau:tin li; tin cy; hu hnh. Vi tng phng sai rt trch c
l 67.044 % cho bit 3 nhn t ny gii thch c 67.044 % s bin thin ca d
liu.
Trong : Bin tin li gm 3 thnh phn: mc p ng, mc ng cm
v phong cch phc v. Bin tin cy gm 2 thnh phn : mc tin cy v mc
p ng. Bin hu hnh gm 1 thnh phn l phng tin hu hnh.
4.3.2 i vi bin ph thuc
S dng phng php tng t vi thang o s hi lng chung ca du khch
i vi tour du lch team building ca cng ty du lich Long Ph. Kt qu EFA cng
gom li thnh 1 nhm v tt c cc bin u t yu cu , cc h s c h s chuyn
ti nhn t u ln hn 0.5. Kim nh KMO v Bartletts trong phn tch nhn t
cho thy h s KMO = 0.861 ( >0.5 ) vi mc ngha bng 0 (sig = 0.000) cho thy
phn tch nhn t EFA l ph hp.
Bng 4.3 : Kt qu EFA ca bin ph thuc

Nhn t
1
QE .861
QC .849
QB .846
QD .831
QA .754
Eigenvalues 3.437
Phng sai trch 68.735
KMO 0.861
 81

Sau khi phn tch nhn t v t li tn cc bin ta tin hnh kim nh Cronbach
Alpha 3 nhn t bin c lp. Ta c kt qu nh sau:
Trung bnh Phng sai Bnh
Alpha nu
thang o thang o Tng quan phng h
Bin quan loi bin
nu loi nu loi bin tng s tng
st ny
bin bin quan bi
Tin li: Alpha = 0.954
QC1 44.52 58.452 .716 .590 .951
QC2 44.32 57.453 .752 .682 .950
QC5 44.30 58.000 .677 .631 .952
QB4 44.49 57.668 .765 .620 .950
QD1 44.44 58.148 .715 .656 .951
QD2 44.28 57.351 .747 .672 .950
QD3 44.47 57.095 .792 .710 .949
QD4 44.50 56.553 .845 .835 .947
QD5 44.27 56.952 .769 .639 .950
QE1 44.34 57.051 .798 .695 .949
QE2 44.46 56.460 .796 .711 .949
QE3 44.51 57.256 .770 .680 .950
QE4 44.54 56.269 .773 .682 .949
Tin cy : Alpha = 0.860
QB1 15.29 7.312 .675 .494 .826
QB2 15.53 6.270 .691 .590 .826
QB3 15.28 7.007 .755 .590 .806
QC3 15.27 7.221 .660 .503 .829
QC4 15.24 7.497 .601 .469 .843
Hu hnh : : Alpha = 0.822
QA1 10.41 3.439 .631 .489 .783
QA2 10.66 3.209 .704 .539 .749
QA3 10.82 3.505 .596 .434 .799
QA4 11.20 3.216 .654 .454 .773
 82

Mc tin li gm 13 bin thuc cc thnh phn : mc ng cm; mc

p ng v phong cch phc v. H s Alpha = 0.954 > 0.6 v tt c cc bin u
c h s tng quan bin tng ln hn 0.3 nn c chp nhn. Do thang o
mc tin li t yu cu.
Mc tin cy gm 5 bin thuc 2 nhm nhn t : mc tin cy v mc
p ng. H s Alpha = 0.860 > 0.6 v tt c cc bin u c h s tng quan bin
tng ln hn 0.3 nn c chp nhn. Do thang o mc tin cy t yu cu.
Phng tin hu hnh sau khi loi bin QA5 cn li 4 bin t QA1 n QA4. H
s Alpha = 0.822 > 0.6 v tt c cc bin u c h s tng quan bin tng ln hn
0.3 nn c chp nhn. Do thang o hu hnh t yu cu.
4.4 M hnh hiu chnh
Theo kim nh EFA phn trn m hnh cht lng c gom li thnh 3 nhn
t, do m hnh l thuyt c hiu chnh li cho ph hp vi cht lng tour du
lch v thc hin kim nghim tip theo.

Tin li
H1

Tin cy H2 S hi lng
H3

Hu hnh

Hnh 4.1 : M hnh l thuyt c hiu chnh theo EFA

Cc gi thuyt khi tin hnh nghin cu m hnh hiu chnh:

- H1: Mc tin li c khch hng nh gi cao th s hi lng ca

khch hng cng cao.
- H2: Mc tin cy c khch hng nh gi cao th s hi lng khch
hng cng cao v ngc li.
 83

- H3: Thnh phn hu hnh c khch hng nh gi cao th s hi lng

ca khch hng cng cao v ngc li.

4.5 Phn tch hi qui bi v kim nh gi thuyt nghin cu

4.5.1 Phn tch h s tng quan
Bng 4.4 : Phn tch h s tng quan

Tin li Tin cy Hu hnh Hi lng

Tin li Pearson Correlation 1 .000 .000 .667**
Sig. (2-tailed) 1.000 1.000 .000

N 200 200 200 200

Tin cy Pearson Correlation .000 1 .000 .521**
Sig. (2-tailed) 1.000 1.000 .000
N 200 200 200 200
Hu hnh Pearson Correlation .000 .000 1 .396**
Sig. (2-tailed) 1.000 1.000 .000
N 200 200 200 200
Hi lng Pearson Correlation .667** .521** .396** 1
Sig. (2-tailed) .000 .000 .000
N 200 200 200 200
**. Correlation is significant at the 0.01 level (2-tailed).
Trc khi tin hnh phn tch hi quy tuyn tnh bi, mi tng quan tuyn tnh
gia cc bin cn phi c xem xt.
Phn tch h s tng quan ( Bng 4.5 ) cho thy mi tng quan gia bin s
hi lng ( bin ph thuc) vi tng bin c lp, cng nh tng quan gia cc bin
c lp vi nhau. H s tng quan gia 3 bin c lp i vi bin hi lng u
ln hn 0.3 cho thy cc bin c lp (Tin li; Tin cy; Hu hnh) c th a vo
m hnh gii thch cho bin s hi lng.
Cc gi tr sig ca 3 bin c lp u bng 0.000 <0.01 , do vy chng u c
ngha v mt thng k.
 84

4.5.2 Phn tch hi quy bi

Phn tch hi quy dng kim nh cc gi thuyt .S ph hp ca m hnh
c ch ra bi gi tr thng k F v mc ngha tng ng ca n.
Ta c m hnh tng qut c xy dng nh sau:

Hailong = 0 + 1*tienloi+ 2 *tincay + 3*huuhinh

Trong :
- Bin ph thuc: Hailong ( S hi lng ca du khch i vi tour du lch
teambuilding ca cng ty Long Ph)
- Cc bin c lp l :tienloi ( Cm nhn ca khch hng v mc p
ng, mc ng cm v phong cch phc v) ; tincay ( Cm nhn ca
khch hng v mc tin cy v kh nng p ng ); huuhinh ( Cm nhn
ca khch hng v phng tin hu hnh ca cng ty).
Kt qu kim nh m hnh:
S dng phng php hi quy phn tch tc ng ca cc bin c lp vi
cc bin ph thuc. Bng 4.6 cho thy tr thng k F c tnh t R-square ca m
hnh vi mc ngha quan st rt nh ( sig = .000) cho thy s an ton khi bc b
gi thuyt H0 cho rng tt c cc h s hi quy u bng 0. M hnh hi quy tuyn
tnh bi ph hp vi tp d liu v c th s dng c.
 85

Bng 4.5 : Kt qu hi quy

Model Summary b

Std. Error of the

Model R R Square Adjusted R Square
Estimate

1 .934 a .873 .871 .35903398

a. Predictors: (Constant),tienloi; tincay; huuhinh

b. Dependent Variable: hailong

ANOVAb

Sum of
Model Df Mean Square F Sig.
Squares

1 Regression 173.735 3 57.912 449.256 .000 a

Residual 25.265 196 .129

Total 199.000 199

a. Predictors: (Constant), tienloi; tincay; huuhinh

b. Dependent Variable: hailong

H s R2 hiu chnh = 0.871, iu ny chng t l m hnh ny gii thch c

87,1% s thay i ca bin ph thuc.
 86

Bng 4.6 : Bng h s hi quy chun ha ca phng trnh

Coefficients a

Unstandardized Standardized
Coefficients Coefficients
Model t Sig.
Std.
B Beta
Error

1(Constant) 1.194E-16 .025 .000 1.000

Tienloi .667 .025 .667 26.196 .000

Tincay .521 .025 .521 20.483 .000

Huuhinh .396 .025 .396 15.555 .000

a. Dependent Variable: hailong

T bng h s hi quy chun ha ca phng trnh c th thy cc gi tr Beta

u khc 0. Cc h s hi quy mang du dng th hin cc yu t trong m hnh
hi quy trn nh hng t l thun n s hi lng ca khch du lch.
H s hi quy ca cc nhn t Tienloi; Tincay v Huuhinh c ngha thng k
v sig u = 0.000 (< 0.025). Kt qu c 3 yu t c ghi nhn theo h s hi quy
chun ha () l :
- Tin li: 1 = 0.667
- Tin cy: 2= 0.521
- Hu hnh : 3 = 0.396
So snh ga tr ca ta thy :nhn t mc tin li tc ng ln nht n s hi
lng ca du khch, tc l mi mt n v chun ha thay i trong s tin li, th
mc hi lng ca khch thay i 0.667 n v, vt tri hn cc nhn t khc :
Tin cy ( = 0.521) v hu hnh ( = 0.396). T kt qu trn phng trnh hi quy
c xc nh nh sau:
 87

Hailong = 0.667* tienloi+ 0.521*tincay + 0.396*huuhinh

M hnh ny gii thch c 87.1% s thay i ca bin hi lng l do cc bin

c lp trong m hnh to ra, cn li 12.9% bin thin c gii thch bi cc bin
khc ngoi m hnh.
Tm li t nhng phn tch trn ta c th kt lun rng m hnh l thuyt thch
hp vi d liu nghin cu. Sau khi x l d liu iu tra t 200 khch ang s
dng tour du lch teambuilding ca cng ty CPDL Long Ph ta c th kim nh m
hnh l thuyt minh ha qua m hnh 4.2 :

Tin li
+0.667
Hi lng
+0.521
Tin cy

+0.396
Hu hnh

Hnh 4.2: Kt qu kim nh m hnh l thuyt.

Qua kt qu nghin cu ta c th khng nh s hi lng ca khch hng i vi
tour du lch teambuilding ca cng ty Long Ph chu s nh hng nhiu nht t
yu t Tin li (+0.667) , quan trng th 2 l yu t Tin cy (+ 0.521) v cui cng
l yu t Hu hnh (+0.396).
 88

Chng V: GII PHP V KIN NGH NHM NNG CAO

MC HI LNG CA DU KHCH

5.1 Gii php nhm nng cao mc hi lng ca du khch

Qua phn tch m t trong chng IV ta c th kt lun: Thnh phn khch du
lch tham gia tour du lch teambuilding ch yu thuc tui t 20 n 55 tui, a
s thuc hai nhm i tng l nhn vin vn phng v n v kinh doanh x
nghip (chim hn 70%). Thu nhp cng kh cao , trn 5 triu chim n hn 60%,
v du khch bit n tour du lch ch yu thng qua cc n v l hnh v s gii
thiu ca bn b v ngi thn. a s du khch n vi khu du lch Long Ph l ln
u tin , tuy nhin cng c s lng ln khch du lch tin tng v tr li khu du
lch nhiu hn 1 ln.
T kt qu phn tch hi quy ta cng nhn thy cc bin tc ng n mc
hi lng ca khch du lch c tm quan trng c xp theo th t gim dn nh
sau:

- Mc tin li (0.667).
- Mc tin cy ( 0.521).
- Phng tin hu hnh (0.396).

Da vo nhng nh gi trn ti xin a ra mt s gii php v xut nhm

nng cao mc hi lng ca khch du lch i vi tour du lch teambuilding nh
sau:
5.1.1 Nng cao mc p ng, ng cm v phong cch phc v
Kt qu phn tch cho thy mc p ng, ng cm v phong cch phc v
nh hng rt ln n mc hi lng ca du khch (0.667 ). Qua kt qu iu tra
ta cng thy mc p ng ca cng ty c khch hng nh gi kh cao, cc
chng trnh tr chi u rt th v, sng to v p ng c mc ch du lch,
dng c h tr tr chi nh thuyn, b, khu vc t chc tr chi rng , gm
nhiu loi a hnh ( i, sui, bin..). a s du khch tham gia tour teambuilding
u rt ho hng tham gia chng trnh tour c bit l chng trnh gala dinner.
 89

Hin nay cng ty a chng trnh bn sng sn(mt loi hnh gii tr mi trn
o) vo tour teambuilding v bc u em li hiu ng rt tt. Tuy nhin c
im chng trnh teambuilidng ca cng ty l cc hot ng ngoi tri nn cn c
nhiu tr chi hp dn v mang tnh vn ng nhiu hn na.
Hin nay cc chng trnh teambudilding ca cng ty ch yu phc v cho s
lng di 60 ngi/ on hoc di 100 ngi/ on, i vi nhng on c s
lng ln hn 100ngi cng tc t chc cha thc s tt, khng p ng c v
quy m v chi tit cho chng trnh nn cha em li hiu qu cao.
Khc vi cc tour n thun , teambuilding i hi phi c s kt hp cht ch
v chuyn nghip ca rt nhiu nhn vin tham gia vo cc cng on t vic t
chc ,thit k chng trnh, chun b dng c h tr tr chi n ngi truyn cm
hng cho cc i chi l hng dn vin, tt c nhng iu ny u c cng ty
thc hin kh tt.Tuy nhin v teambuilding l mt sn phm du lch ph v rt mi
i vi cng ty nn hu ht cc nhn vin phi hp thc hin chng trnh tour, c
bit l hng dn vin vn cha c o to chuyn su v kin thc v k nng
teambuilding. Hin nay cng ty vn cha c mt i ng nhn vin v hng dn
vin chuyn v phc v teambuilding m vn s dng i ng HDV dn tour o v
cc nhn vin trn o lm chng trnh. Do cng ty cn nng cao k nng
phc v teambuilding cho nhn vin, o to HDV chuyn v hng dn
teambuilding cng nh t chc mt t chuyn phc v loi hnh du lch ny phc
v ngy cng chuyn nghip v p ng tt hn na nhu cu ca du khch.
Bn cnh phong cch phc v ca nhn vin trn o nh nhn vin bn
hng lu nim, nhn vin pha ch, nhn vin qun l khu tr chicng v cng
quan trng . S quan tm, nim n, nm bt tt nhu cu ca du khch ca nhn vin
trn o, c bit l hng dn vin nh hng rt ln n s hi lng ca du khch,
gip h cm thy c quan tm, an ton v tha mi khi tham gia tour du lch.
Hin nay khu du lch Long Ph ang ngy cng thu ht ng o du khch
trong v ngoi nc n tham quan v ngh ngi, tuy nhin s lng nhn vin trn
o giao tip tt vi khch bng ngoi ng rt t, do i khi nhng nhu cu, i
 90

hi ca du khch khng c p ng tt. V vy, ngy cng nng cao cht

lng phc v v cm nhn ca du khch i vi khu du lch i hi cng ty phi
khng ngng o to nhn vin ngy cng chuyn nghip hn v phong cch phc
v m cn phi trao di kin thc v ngoi ng cho nhn vin.
5.1.2 Nng cao mc tin cy
Mc tin cy cng l yu t rt quan trng nh hng n s hi lng ca
khch du lch ng thi cng c vai tr rt quan trng trong vic m bo cht
lng ca tour du lch. Nu cng ty m bo tt cc chng trnh tour v mt thi
gian, phng tin vn chuyn tu, xe ng gi , m bo v mc an ton khi
tham gia cc tr chi ng i cng nh cc hot ng n ung trn tu v ti khu
du lch, ng thi cc phng tin lin lc vi cng ty khi gp vn trong sut qu
trnh tham gia tour lun lun c thun tin v d dng . Tt c nhng iu ny
gp phn rt ln vo s hi lng ca du khch khi tham gia tour v mt khi du
khch tn nhim cng ty v cc dch v ca cng ty th s l mt bin php qung
co hiu qu nht. Do cng ty cn phi lun lun thc hin ng cc chng
trnh tour nh cam kt vi cht lng dch v tt nht , m bo an ton nhm
nng cao mc tin cy ca du khch t thu ht ngy cng nhiu hn na
lng khch du lch n vi khu du lch.

5.1.3 Phng tin hu hnh

Vi nhng iu kin t nhin thun li khu du lch Long Ph rt thch hp cho
loi hnh du lch teambuilding , tuy nhin h thng c s vt cht cc o vn
cha nhiu, cha tht s p ng tt nhu cu ca du khch. Cc im vui chi trn
o cn kh t v cha c nhiu tr chi hp dn du khch. Hin nay trn cc o
ca khu du lch ang xy dng v nng cp c s h tng, ti Sui Hoa Lan ang
xy thm h thng nh v sinh v sp ti s xy dng thm mt s nh ngh, khch
sn, p ng nhiu hn na nhu cu ca du khch. Nhn chung phng tin vn
chuyn xe, tu kh hin i, an ton, tuy nhin hin tng ch qu ti v thiu o
phao cu h trn tu vn cn xy ra. Do cng ty cn phi thng xuyn kim tra
 91

v b sung cc thit b an ton trn tu , nng cp v sa cha cc phng tin c,

lun lun m bo an ton khi vn chuyn hnh khch.
5.1.4 Xc tin bn hng
Qua kt qu nghin cu ta thy hn 70% i tng khch tham gia tour du
lch Teambuilding ca cng ty l thuc i tng cng nhn vin chc v cc n
v kinh doanh , x nghip, i tng sinh vin hc sinh tham gia tour kh thp mc
d i tng ny trn thc t rt cn thit v ph hp tham gia loi hnh
teambuilding nng cao nhng k nng cn thit trong cuc sng v trong hc tp.
iu ny l do hin nay cng ty ch tp trung nghin cu v pht trin sn phm
teambuilding i vi 2 nhm i tng chnh trn v gi tour teambilding kh cao
nn khng ph hp vi nhng i tng c thu nhp thp nh sinh vin , hc sinh.
Do cng ty cn m rng th trng nghin cu v c nhng chng trnh tour a
dang, ph hp vi nhng i tng khch du lich c thu nhp thp hn.
Hin nay tour teambuilding vn cha tr thnh sn phm du lch chnh ca
cng ty nh tour Nha Phu v s lng tour c t chc hng thng kh thp mc
d li nhun n mang li l rt cao. iu ny mt phn l do loi hnh du lch ny
cn kh mi m i vi cng ty, tuy nhin cng mt phn l do cng tc xc tin
ca cng ty cn kh yu. Trong nm va qua cng ty tham gia mt s hi ch,
trin lm, qung b tip th sn phm ti cc doanh nghip c 3 min Bc, Trung,
Nam.Tuy nhin quy m nh l v t hiu qu cha cao. Bn cnh cng ty cng
c website ring tuy nhin s lng du khch quan tm n knh thng tin ny cng
cn thp, ch yu khch hng bit tour du lch thng qua cc cng ty l hnh v bn
b, ngi thn. R rng knh thng tin qua khch hng trc y tham gia tour
ti khu du lch chim vai tr quan trng trong vic gii thiu sn phm.
pht huy v duy tr c hiu qu hn knh qung co ny , cng ty phi lin
tc ci tin sn phm, nng cao cht lng dch v phc v tt hn na nhu cu
ca du khch. Ngoi ra , cc n v l hnh cng ng vai tr rt quan trng, va l
khch hng va l mt knh qung co rt quan trng. V vy duy tr v pht
trin vi cc n v l hnh cn a ra nhng chnh sch khuyn khch, chng
 92

trnh ph hp nh: tri n khch hng, u i v gi hay dch v, trch hoa hng cao
hnBn cnh cng cn ch n cc knh thng tin c tim nng ln nh
qung co trn truyn hnh, bo , tp ch du lch

5.2 Mt s kin ngh

Nng cao tay ngh, k nng nghip v v tnh chuyn nghip trong cng
vic cho nhn vin ,ng thi cng nng cao kh nng giao tip bng ting
anh cho nhn vin. Chng hn nh cho nhn vin i hc vo nhng ma thp
im kt hp vi mi chuyn gia v cng ty hng tun nng cao k nng
cho nhn vin. Cng ty cng cn ch trng hn n vn tuyn dng u
vo to cho cng ty mt i ng nhn vin c trnh v tay ngh cao,
p ng tt nht nhu cu ca du khch.

Cng ty cn ci thin tnh trng chm tr ca phng tin tu, xe ,

khch phi i lu ti bn v cc im hn m trong thi gian qua khch
hng phn nn kh nhiu. iu ny s lm mt uy tn khng nhng ca
khch hng m c cc cng ty l hnh i vi cng ty du lch Long Ph.
Trang b y cc trang thit b an ton trn xe, tu v thng xuyn kim
tra, nng cp cc trang thit b m bo tt nht mc an ton cho du
khch khi sn phm tour ca cng ty.

Nng cao hiu qu cng tc xc tin bn hng, y mnh qung co trn

mng , trn webside ca cng ty khch hng d dng bit n cc tour du
lch ca cng ty.Cn phi u t nhiu hn na cho hot ng ny c v
kinh ph ln lc lng chuyn mn b phn.

Cng ty cn u t v nng cp thm cc khu vui chi gii tr v cc

cng trnh trn o, nht l xy thm h thng nh v sinh v khu nh ngh ,
p ng tt hn nhu cu ca du khch.

Cng ty cn thit k nhiu chng trnh tour teambuilding ph hp vi

nhiu mc thu nhp, nn tham kho thm cch t chc teambuilding ca cc
 93

cng ty chuyn t chc loi hnh du lch ny trong nc v nc ngoi,

trang b thm cc trang thit b h tr tr chi, thit k nhiu hn cc tr
chi ph hp vi tnh cht ca loi hnh du lch team building, nng cao kin
thc v k nng v teambuilding cho nhn vin cng ty ngy cng pht
trin hn na loi hnh du lch teambuilding, mang li doanh thu v li
nhun cao hn cho cng ty.
 94

KT LUN

L mt trong nhng vng du lch trng im ca Vit Nam, vi u th b bin

p, kh hu n ha, Nha Trang v ang thu ht du khch t nhiu vng v nhiu
quc gia khc nhau n du lch v ngh dng. Gp phn vo cng cuc pht trin
du lch ca tnh nh , cng ty c phn du lch Long Ph v ang c gng pht
huy hn na tim nng du lch sinh thi m Nha Phu v cc dch v du lch khc
nh du lch l hnh , khch sn, nh hngnhm p ng ngy cng tt hn na ,
tha mn nhu cu ca du khch. Trong thi gian gn y cng ty khng ngng
u t pht trin nhng sn phm mi c tim nng, nng cp v xy dng mi mt
s c s vt cht v dch v trn o. Vi nhng chnh sch ng n v tim nng
du lch ti khu du lch , chng ta c th tin tng rng cng ty s ngy cng pht
trin mnh hn na trong tng lai.
Qua thi gian 2 thng thc tp ti cng ty, em hc c rt nhiu iu t
thc t lm vic, v vi chuyn nh gi s hi lng ca du khch i vi tour
du lch teambuilding ca cng ty CPDL Long Ph em thu thp c kh nhiu
thng tin, kin khch du lch v dch v team building ni ring v cc dch v du
lch hin ti khu lch Long Ph ni chung. Vi kt qu , em c mt s kin
ngh vi cng ty, mong mun gp mt phn kin trong vic ci thin v pht trin
sn phm dch v du lch cng ty nhm phc v tt hn na nhu cu ca du khch.
Mt ln na em xin chn thnh cm n s hng dn nhit tnh ca cc thy
c gio trong Khoa Kinh t trng i hcNha Trang, c bit c Nguyn Th
Hng o, lun tn tnh gip v ch bo em trong sut qu trnh thc hin
kha lun ny. Em chn thnh cm n ban lnh o cng ton th nhn vin cng
ty, c bit l cc anh ch phng iu hnh v hng dn lun gip , ch dn
v to iu kin thun li trong sut qu trnh em thc tp ti cng ty.
Xin chn thnh cm n!
 95

TI LIU THAM KHO

1. Hong Trng Chu Nguyn Mng Ngc ( 2005), Phn tch d liu
nghin cu vi SPSS,NXB Thng K.
2. TS Nguyn Vn Mnh & TS Hong Th Lan Hng (2008), Gio trnh
qun tr kinh doanh khch sn, Nh xut bn i Hc Kinh T Quc Dn.
3. H Thi Hn Ti (2008) ,nh gi cht lng dch v tic ci ca
cng ty dch v Ph Th, Lun vn thc s, Trng i hc kinh t
thnh ph H Ch Minh, MS 60.34.05.
4. Trn Th L Thi (2009), nh gi s tha mn ca khch hng v
dch v du lch sinh thi bin o tai cng ty c phn du lch Long
Ph, Kha lun tt nghip, Trng i hc Nha Trang.
5. ng Th Hng (2011), nh gi mc hi lng ca khch hng
i vi dch v khch sn Hi u Cng ty c phn du lch Sn,
Kha lun tt nghip, Trng i hc Nha Trang.
6. Juran ( 1988), Cht lng l s ph hp i vi nhu cu.
7. L Th Gii (2010), Gio trnh qun tr maketing, Nh xut bn Gio dc.
8. Trang web longphu.khatoco.com
9. Trang web tailieu.vn
10. Trang web nhatrang-travel.com
11. Trang web google.com
12. Cc ti liu do Phng iu hnh & hng dn v Phng kinh doanh
cng ty CPDL Long Ph cung cp.
 96

PH LC
PH LC 1:BNG CU HI NGHIN CU NH LNG
Xin trn trng knh cho qu khch, ti l sinh vin khoa kinh t trng i
hc Nha Trang.Hin nay ti ang thc hin chuyn nghin cu v nh gi s
hi lng ca du khch i vi tour du lch Team-building ca cng ty C Phn
Du Lch Long Ph .
Knh mong qu khch dnh cht thi gian tr li cc cu hi sau. Nhng thng tin
m qu khch cung cp s l ngun thng tin qu gi i vi ti nghin cu ca
ti.ng thi y cng l nhng ng gp thc t rt gi tr gip cng ty nm r
hn nhng mong mun ca qu khch phc v ngy cng tt hn.
Xin chn thnh cm n s hp tc v gip ca qu khch!
Cu 1: Vui lng cho bit mc hi lng ca qu khch vi cc nhn nh di
y.
Trong : 1= Hon ton khng ng
2= Khng ng
3= Bnh thng
4= ng
5= Hon ton ng

Hon
Vui lng cho bit mc hi ton Khng Bnh Hon ton
ng
lng ca qu khch vi cc nhn khng ng thng ng
(4)
nh sau ng (2) (3) (5)
(1)
I. Phng tin hu hnh
1. Phng tin vn chuyn tin
1 2 3 4 5
nghi, rng ri v an ton
2. Nhn vin cng ty c ng
1 2 3 4 5
phc lch s, p mt.
3. Phng tin lin lc vi cng
1 2 3 4 5
ty thun tin v nhanh chng.
4. Cc im vui chi trn o c
c s vt cht hin i, hnh
1 2 3 4 5
thc hp dn.

5. Cc dng c h tr tr chi
1 2 3 4 5
nhm ph hp, tin li v sng
 97

to.
6. Bn hon ton hi lng v cc
phng tin hu hnh ca cng 1 2 3 4 5
ty.
II.Mc tin cy
7. Cng ty thc hin ng
chng trnh tour nh cam 1 2 3 4 5
kt.
8. Xe , tu a n khch ng
1 2 3 4 5
gi, ng a im.
9. An ton khi s dng cc dch
v n ung, vui chi gii tr 1 2 3 4 5
trn tu v trn o.
10. Cng ty c thng bo kp
thi v mi s thay i ca 1 2 3 4 5
tour.
11. Bn hon ton tin tng
1 2 3 4 5
cc dch v ca Team-building.
III. Mc p ng
12. Mi phn hi ca qu
khch u c tip thu v x 1 2 3 4 5
l nhanh chng.
13. Lch trnh tour c sp
xp mt cch hp l, thun 1 2 3 4 5
tin.
14. Chng trnh tr chi p
ng c mc ch du lch ca 1 2 3 4 5
khch.
15. Chng trnh gala dinner
1 2 3 4 5
thu ht, hp dn.
16. Hng dn vin (HDV) v
nhn vin trn o lun sn 1 2 3 4 5
sng gip qu khch.
17. Bn hon ton hi lng v
kh nng p ng cc dch v 1 2 3 4 5
ca cng ty.
IV. Mc ng cm
18. Nhn vin nim n v
quan tm n tng nhu cu ca 1 2 3 4 5
tng du khch.
19. Bn cm thy an ton v
1 2 3 4 5
tha mi khi tham gia tour ca
 98

cng ty.
20. Nhn vin cng ty c trch
nhim v linh hot trong x l 1 2 3 4 5
tnh hung.
21. Nhn vin tm l v nm
1 2 3 4 5
bt tt nhu cu ca qu khch.
22. HDV hng dn c th v
1 2 3 4 5
nhit tnh gip cc i chi.
23. Bn hon ton hi lng v s
quan tm ca nhn vin cng 1 2 3 4 5
ty.
V. Phong cch phc v
24. Nhn vin cng ty c kh
nng giao tip tt, lch s v 1 2 3 4 5
gn gi.
25. HDV c y kin thc
v k nng hng dn loi 1 2 3 4 5
hnh du lch team-building.
26. Nhn vin trn o thn
1 2 3 4 5
thin, phc v chuyn nghip.
27. HDV lun bit cch khch
l v c v tinh thn cc i 1 2 3 4 5
chi
28. Bn hon ton hi lng v
phong cch phc v ca nhn 1 2 3 4 5
vin cng ty.

Cu 2: Thng tin c nhn: Vui lng cho bit i nt v qu khch

(nh du vo ph hp).
- Gii tnh:

Nam N
- Tui tc < 20 tui 20- 35 tui

36- 55 tui >55 tui

- Xin vui lng cho bit qu khch thuc nhm ngnh no :
Nhn vin vn phng Sinh vin, hc sinh
n v kinh doanh, x nghip Khc
- Thu nhp bnh qun ca qu khch l bao nhiu

< 2 triu 2 5 triu

5- 7 triu >7 triu
 99

- Qu khch bit n tour du lch qua cc knh no

Bo, tp ch Internet
Truyn hnh Cc n v l hnh
Bn b , ngi thn Khc
- S ln qu khch i du lch ti khu du lch Long Ph

Ln u Ln 2
Ln 3 Hn 3 ln
kin ng gp ca qu khch:
....
.
......................
Xin chn thnh cm n qu khch !
 100

PHC LC 2:KT QU PHN TCH EFA(Bin c lp)

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
.922
Adequacy.
Bartlett's Test of Approx. Chi-Square 3.592E3
Sphericity Df 231
Sig. .000

Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Component
Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %

1 11.904 54.110 54.110 11.904 54.110 54.110 7.122 32.375 32.375

2 1.583 7.194 61.304 1.583 7.194 61.304 4.520 20.544 52.918
3 1.263 5.740 67.044 1.263 5.740 67.044 3.108 14.126 67.044
4 .991 4.505 71.549
5 .803 3.648 75.197
6 .685 3.113 78.311
7 .553 2.513 80.824
8 .508 2.307 83.131
9 .494 2.246 85.377
10 .455 2.070 87.447
11 .378 1.718 89.165
12 .335 1.523 90.688
13 .323 1.466 92.154
14 .281 1.279 93.433
15 .268 1.218 94.652
16 .247 1.121 95.773
17 .208 .945 96.718
18 .191 .866 97.584
19 .167 .760 98.344
20 .153 .695 99.039
21 .129 .584 99.624
22 .083 .376 100.000
Extraction Method: Principal Component Analysis
 101

Rotated Component Matrix a

Component
1 2 3
QD4 .857
QE1 .789
QE4 .770
QD3 .755
QE2 .752
QD5 .746
QE3 .685
QD1 .678
QC1 .657
QB4 .593
QD2 .590
QC2 .563
QC5 .528
QB2 .763
QB1 .761
QB3 .691
QC3 .629
QC4 .516
QA3 .792
QA2 .771
QA1 .600
QA4 .550
Extraction Method: Principal
Component Analysis.
Rotation Method: Varimax
with Kaiser Normalization.
a. Rotation converged in 7
iterations.
 102

PH LC 2: KT QU PHN TCH EFA( Bin ph thuc)

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling
.861
Adequacy.
Bartlett's Test of Approx. Chi-Square 525.079
Sphericity Df 10
Sig. .000

Total Variance Explained

Extraction Sums of Squared
Com Initial Eigenvalues Loadings
pone % of Cumulative % of Cumulative
nt Total Variance % Total Variance %
1 3.437 68.735 68.735 3.437 68.735 68.735
2 .542 10.844 79.580
3 .438 8.767 88.347
4 .308 6.160 94.507
5 .275 5.493 100.000
Extraction Method: Principal
Component Analysis.

Component Matrix a
Component
1
QE .861
QC .849
QB .846
QD .831
QA .754
Extraction Method: Principal
Component Analysis.
a. 1 components extracted.
 103

PH LC 3:D THO CHI TIT CHNG TRNH TEAM BUILDING

Thi gian d kin :
S lng khong :
Gi trn gi : 650.000vn/khch
Gi trn bao gm : Tu vn chuyn, v tham quan cc o, ph lu tr m (ng
lu picnic hoc nh sn), 01 ba n tra tiu chun 70.000vn, 01 ba ti BBQ tiu
chun 150.000vn, n sng, t chc team building, chng trnh gala, lu ngh
ngi, tm nc ngt, cu h, m thanh, hng dn vin, 02 chai nc 0,5ml, bo
him, VAT
THI NI DUNG M T MC CH
GIAN
7h00- n khch ti TT Xe v HDV Long Ph
7h30 TP. Nha Trang ra
bn thuyn
Chng Cty CP DL
Long Ph
7h30- T chc tr chi chia BTC chia cc i theo b phn
8h00 i hoc cch no , mi i thng
Nhn c v vt dng 10-20 ngi trong bu 01 i
trang tr c t BTC trng. Cc i nhn c v vt
Thng nht ting reo dng t BTC trang tr c, thng
nht ting reo cho i mnh
8h00- Ln tu sang Hn Trong thi gian khong 15p trn Xy dng cc
8h20 Sm tu t bn cng sang Hn Sm, cc tng trong
i thuyt trnh v c i v ting teamwork
reo ca i mnh
8h20- Nhn vt dng b tre Sau khi gii c mt th ca Nng cao
9h00 cho qua o Hn BTC, cc i c c o phao, b tng chinh
Th tre, mi cho cho qua Hn Th phc v vt
(khong 500m). i no sang trc qua tt c
theo ng yu cu ca BTC s dnh
chin thng trong phn game u
tin.
9h00- Ln tu di chuyn Sau tt c cc i ln tu qua
9h20 qua KDL Sui Hoa KDL Sui Hoa Lan (khong 20p
Lan bng tu )
 104

9h20- Cc i s ln lt t chn ln KDL Sui Hoa Lan,

11h30 vt qua 04 game theo s hng dn ca BTC, cc
theo yu cu ca i ln lt tham gia v vt qua - Nu cao vai
BTC. cc game: tr ngi lnh
1. THANG CH A: BTC c vt o v s kt
dng hnh thang ch A v 6 si hp nhun
giy thng buc vo trn nh u nhuyn gia
ca thang. Trong s cc thnh vin cc thnh vin
ca i c ra mt i trng ng trong mi
trn thanh ngang ca thang, cn 6 cng vic
thnh vin khc nm mi u mt
dy thng. nhim v ca i l dch
chuyn thang t v tr A qua v tr B
theo ng yu cu ca BTC. BTC - Nu cao vai
s chm im i no hon thnh tr lm vic
nhanh nht m khng phm lut s nhm.
chin thng. hon thnh tt
cng vic cn
2. R R THNG TIN: BTC s
c s chung
cp cho mi i 01 ng nha bt
tay gp sc
mt u c nhiu l thng xung
ca nhiu
quanh v mt qu bng bn. Nhim
ngi.
v cc i l bng mi cch bt cc
l thng v tn dng nhng g mnh
c trn ngi mc nc y - Phi bit
ng ly qu bng trong khong thi lng nghe v
gian nhanh nht. bnh tnh
3. DI TR THP: BTC s cp trong mi vn
cho i mt tr ng v 05 ming .
xp c th t to dn t di ln.
Nhim v cc i l chn ra mt
ngi i din di chuyn 5 ming
xp t tr th nht sang tr th 3
m phi lun tun theo nguyn tc
- S kho lo
l ming trn phi l ming nh
trong cng
hn ming di. lu : l khi
vic, bit nhn
 105

chuyn c s dng tr trung gian nhn v phn

s 2. i no hon thnh sm nht tch.
s chin thng.
4. CI LY: BTC s cp cho i
mt ci ly c y nc. Nhim v
cc i l lun ly nc theo si dy
BTC set up sn t im u n
im cui trong thi gian nhanh
nht m nc vn con nguyn
khng ra ngoi. i no hon
thnh nhanh nht s chin thng
11h30- n tra ti NH
12h30 Hng Lan trn o
SHL
12h30- Th gin ngh ngi, - Tm bin t do, tham gia cc tr
14h00 Tham quan phong chi cm gic mnh trn bin: Nh
cnh o v tham gia ko d bay, moto nc, cho thuyn
cc dch v trn o kayak (ph t tc).
14h00- Tham gia cc game - Chiu 4 i tp trung ti bi bin
16h00 xy dng thng tham gia cc tr chi nh: Bng
hiu nc, k lc guiness, vn ti tm
xa, xic ngi.( BTC Bn cng
ty DL Long ph s set up v thc
hin )
16h30 Bt u chng trnh
gala dinner
22h00 Dng cho khuya.
Ng ngi t do,
khm ph KDL Sui
Hoa Lan v m
Ngy 02
6h00 Bo thc, v sinh c
nhn
7h00 n sng
 106

8h00 Tham quan phong - Ngoi ra qu khch dnh thi

10h00 cnh o gian tham quan ng Phong Lan,
Vn Lan, vn tng Sn Tinh
Thy Tinh, vit nam danh tu, xem
xic gu, voi, leo thc tm sui,..
- Tham gia cc dch v trn o
nh: ci voi, iu, nga chp
hnh(ph t tc)
10h30 Ln tu v li t
lin, kt thc chng
trnh