Tourism Service Quality at Smart Tourism Destination: A Case Study of Hue, Vietnam

The main objective of this study was to evaluate the current situation of tourism service quality in the smart tourism destination of Hue, Vietnam. To achieve the research objective, this study used desk research and surveys to collect data. Then, the data were processed by using SPSS 22.0 software. The research results showed that, among the 5 basic factors used for measuring tourism service quality (Reliability, Tangibility, Sympathy, Responsiveness, and Assurance (Parasuraman et al, 1988)), the factor of assurance of tourism services in Hue is the highest-rated. Based on the results, some practical suggestions to improve the quality of smart tourism services in Hue have been proposed to promote the development of Hue tourism to adapt to the context of the industrial revolution 4.0.