Các yếu tố marketing mix tác động đến sự hài lòng và lòng trung thành của khách du lịch nội địa - Nghiên cứu trường hợp khu du lịch Cồn Phụng tỉnh Bến Tre

Phạm Hồng Hải *

* Tác giả liên hệ (phamhonghai35@gmail.com)

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Ngày nhận bài: 04-03-2020
Ngày nhận bài sửa: 11-04-2020
Ngày duyệt đăng: 29-06-2020
Ngày xuất bản: 29-06-2020
Title: Factors of marketing mix affecting satisfaction and domestic tourist loyalty - A case study in Con Phung Resort, Ben Tre province
DOI: 10.22144/ctu.jvn.2020.074
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Hải, P. H. (2020). Các yếu tố marketing mix tác động đến sự hài lòng và lòng trung thành của khách du lịch nội địa - Nghiên cứu trường hợp khu du lịch Cồn Phụng tỉnh Bến Tre. Tạp chí Khoa học Đại học cần Thơ, 56(3), 246-257. https://doi.org/10.22144/ctu.jvn.2020.074
Số báo
Tập. 56 Số. 3 (2020)
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Abstract

The aim of this study is to examine the relationship between the service marketing mix, tourist satisfaction and tourist loyalty. The participants are domestic the tourists choosing Con Phung resort in Ben Tre province as a destination. The scales were assessed by Cronbach's Alpha coefficient, exploratory factor analysis, confirmatory factor analysis and the hypotheses were tested through structural equation model. The results of the research confirm that all service marketing mix’s elements (price, product, place, promotion, process, people, and physical evidence) show significant positive effects on tourist sarisfaction and loyalty. Some suggested implications were developing travel products, human resource, advertising strategies and strengthening physical evidences for enticing more tourists to Con Phung Resort destination in Ben Tre province. Limitation and suggestions for future studies were also proposed.
Keywords: Con Phung, loyalty, marketing mix, tourism, tourist satisfaction

Tóm tắt

Mục tiêu của nghiên cứu là kiểm tra mối quan hệ giữa các yếu tố marketing mix, sự hài lòng và lòng trung thành của khách du lịch. Nghiên cứu trường hợp khách du lịch nội địa chọn khu du lich Cồn Phụng tại Bến Tre làm điểm đến. Phương pháp phân tích được sử dụng nhằm kiểm định các giả thuyết bao gồm kiểm định độ tin cậy của thang đo (Cronbach’s Alpha), phân tích nhân tố khám phá (EFA), phân tích nhân tố khẳng định (CFA) và kiểm định giả thuyết bằng mô hình cấu trúc tuyến tính (SEM). Kết quả nghiên cứu cho thấy tất cả các yếu tố của marketing mix (giá cả, sản phẩm, địa điểm, quảng cáo, quy trình, con người và cơ sở vật chất) tác động tích cực đến sự hài lòng và lòng trung thành của du khách. Nghiên cứu cũng đóng góp một số hàm ý chính sách như phát triển sản phẩm du lịch, phát triển nguồn nhân lực, chiến lược quảng cáo và tăng cường cơ sở vật chất nhằm thu hút du khách đến khu du lịch Cồn Phụng, những hạn chế và gợi ý cho các nghiên cứu trong tương lai.
Từ khóa: Du lịch, sự hài lòng của du khách, marketing mix, lòng trung thành, Cồn Phụng

Article Details

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