Assessment of tourism service quality for traditional craft villages in Da Nang city, Vietnam

Abstract

Traditional craft villages are becoming more popular as cultural tourism destinations since they preserve and represent indigenous people’s culture and lifestyles while also contributing significantly to the economy. Along with the current surge in visitors, traditional villages must improve service quality components to strengthen their attractiveness and competitiveness. To analyze the quality of tourism services given by the places, the study was done in Da Nang, a city in Vietnam’s central region with various unique traditional craft villages. In this study, the research paradigm “Importance—Performance Analysis” (IPA) was used and converted with “SERVQUAL.” A total of 120 tourists who had previously visited Da Nang’s traditional craft villages were surveyed. The findings suggest that tourists place a high value on indices showing the importance of tourism service quality, but they undervalue performance. Overall, the article advises and proposes four group solutions based on priority levels in order to improve and further expand the quality of services in traditional craft villages in Da Nang city.