ASSESSMENT OF SERVICE QUALITY OF CULTURAL TOURIST ATTRACTIONS: A CASE STUDY OF NON NUOC VILLAGE IN DA NANG CITY

Tóm tắt

Cultural Tourist Attractions (CTAs) are becoming more popular since they preserve and represent indigenous people's culture and lifestyles while significantly contributing to the economy. Along with the current visitor surge, CTAs must improve service quality components to strengthen their attractiveness and competitiveness. Despite these significant advancements in CTAs assessment, very few studies have analyzed SQ based on an evaluation of the importance and performance of CTAs. Therefore, selecting a service quality measuring system for cultural tourist attractions plays an important role. To analyze the quality of tourism services given by the places, the study was done in Non Nuoc village in Da Nang city, a village with various unique cultural values. In this article, the research paradigm "Importance – Performance Analysis" (IPA) was used and combined with "SERVQUAL." Based on the research model, 23 indicators were established in the 5 groups, namely “Tangibles,” “Reliability,” “Behavior and Responsible,” “Assurance,” and “Empathy and Convinience.” For these indicator groupings, a 5-level Likert scale is utilized. The result shows that tourists place a high value on most the indices showing the importance of service quality. Still, they underestimated the level of performance, especially in terms of public hygiene and empathy.