Ảnh hưởng của dịch vụ du lịch thông minh đến sự hài lòng của du khách tại điểm đến Cần Thơ, Việt Nam
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Abstract
This study aims to investigate the impact of smart tourism services on customer satisfaction at the destination of Can Tho, Vietnam. Based on the E-Servqual research model by Parasuraman et al. (2005), applied in the context of evaluating the quality of smart tourism services in Can Tho, Vietnam, combined with 400 valid responses from domestic and international tourists in Can Tho, The data analysis results from SPSS.20 and SmartPLS software show the components of smart tourism services, including (1) Smart attraction services, (2) Smart accommodation services, (3) Smart transformation services, (4) Smart catering services, (5) Smart shopping services have a strong impact on the quality of smart tourism services, which subsequently contributes to customer satisfaction when travelling in Can Tho. We provide suggestions for managerial implications based on these findings, aiming to improve the quality of smart service and customer satisfaction in the context of integrating technology and smart concepts into all aspects of tourism and hospitality.
Tóm tắt
Mục tiêu của nghiên cứu là phân tích ảnh hưởng của dịch vụ du lịch thông minh đến sự hài lòng của du khách tại điểm đến Cần Thơ, Việt Nam. Nghiên cứu được thực hiện dựa trên cơ sở mô hình nghiên cứu E-Servqual được vận dụng trong bối cảnh đánh giá chất lượng dịch vụ du lịch thông minh tại điểm đến Cần Thơ, Việt Nam kết hợp với 400 phiếu trả lời hợp lệ của du khách nội địa và quốc tế đã từng đi du lịch tại Cần Thơ. Kết quả phân tích dữ liệu từ phần mềm SPSS.20 và SmartPLS cho thấy các thành phần của dịch vụ du lịch thông minh bao gồm: (1) Dịch vụ tham quan, (2) Dịch vụ lưu trú, (3) Dịch vụ vận chuyển, (4) Dịch vụ ăn uống và (5) Dịch vụ mua sắm sẽ tác động mạnh đến chất lượng dịch vụ du lịch thông minh, sau đó sẽ tạo nên sự hài lòng của du khách khi đi du lịch ở Cần Thơ. Từ đó, gợi ý các hàm ý quản trị nhằm nâng cao chất lượng dịch vụ thông minh và sự hài lòng của du khách trong bối cảnh công nghệ và khái niệm thông minh được tích hợp vào tất cả các khía cạnh của du lịch và dịch vụ du lịch.
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