Vai trò của tính chân thực trong hình thành trải nghiệm đáng nhớ và cải thiện sự hài lòng và ý định quay lại của du khách trong du lịch trà Việt Nam
Nội dung chính của bài viết
Tóm tắt
Du lịch trà đang trở thành một hướng phát triển mới đầy tiềm năng và hứa hẹn nhiều giá trị về văn hóa và kinh tế cho người trồng chè tại Việt Nam. Nghiên cứu này tìm hiểu các khía cạnh của tính chân thực trong du lịch trà và dựa trên lý thuyết đánh giá cảm xúc của Arnold (1960) để xem xét ảnh hưởng của tính chân thực tới sự hài lòng và ý định quay lại của du khách thông qua vai trò trung gian của trải nghiệm du lịch đáng nhớ. Trước tiên, nghiên cứu sử dụng phỏng vấn sâu trên 25 du khách nhằm khám phá các khía cạnh của tính chân thực trong du lịch trà phục vụ phát triển thang đo. Tiếp đến, thang đo và các giả thuyết nghiên cứu được kiểm định dựa trên dữ liệu khảo sát từ 566 du khách đã tham gia tour du lịch trà tại Mộc Châu, Việt Nam. Kết quả nghiên cứu cho thấy, tính chân thực trong du lịch trà, bao gồm tính chân thực dựa trên đối tượng và tính chân thực hiện sinh, có đóng góp đáng kể và tích cực tới sự hài lòng và ý định quay lại thông qua việc tạo ra các trải nghiệm đáng nhớ, trong đó tính chân thực hiện sinh có tác động mạnh hơn. Kết quả này khẳng định việc bảo tồn cảnh quan, văn hóa trà và định vị du lịch trà dựa trên tính chân thực không chỉ có ý nghĩa về mặt văn hóa-xã hội, mà còn đem lại giá trị về mặt thương mại thông qua việc nâng cao sự hài lòng và ý định quay lại của du khách.
Abstract
Tea tourism is emerging as a new potential development trend that promises numerous cultural and economic benefits for tea farmers in Vietnam. This study evaluates the dimensions of perceived authenticity in tea tourism and, based on Arnold's (1960) emotional evaluation theory, it examines the impact of perceived authenticity on tourists’ satisfaction and revisit intention through the mediating role of memorable travel experiences. First, the study used in-depth interviews with 25 tourists to explore the aspects of authenticity in tea tourism for scale development. Next, the measurement properties and research hypotheses were tested based on survey data from 566 tourists who participated in tea tourism tours in Moc Chau, Vietnam. The results of the study show that perceived authenticity in tea tourism, encompassing both object-based authenticity and existential authenticity, has a significant and positive impact on tourist satisfaction and revisit intention, primarily by creating memorable experiences. Notably, existential authenticity demonstrates a stronger effect. This result affirms that the conservation of landscape, tea culture, and positioning of tea tourism based on authenticity not only has socio-cultural significance but also brings commercial value by enhancing tourists’ satisfaction and intention to return.
Từ khóa
Du lịch trà; Sự hài lòng; Tính chân thực; Trải nghiệm đáng nhớ; Ý định quay lại
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
M31 - Marketing - M37 - Advertising - Marketing and Advertising, Z33 - Marketing and Finance - Tourism Economics
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