Studying Tourist Satisfaction with Smart Tourism in Danang City: Apply an Integrated Approach Using IPA and Conjoint Analysis

Abstract

Danang City has undertaken a number of useful initiatives to advance smart tourism technology within the city, all with the aim of creating a smart tourist metropolis. This study examines the experiences of visitors in Da Nang City, identifying the key factors that influence their overall perceptions of the smart tourism offerings. The research was carried out utilizing quantitative research methodologies through an integrated strategy applying Importance-Performance Analysis and conjoint analysis through a survey of 463 visitors in the city. The findings indicate that security, personalization, and information all have an impact on visitor satisfaction, with security, personalization, and confidentiality ranking highest in terms of relevance. In order to identify future growth directions for each aspect, the study also divided the qualities into four groups based on the importance grid technique and assessed the performance of the attributes using the reviews from visitors. The findings of the study offer both theoretical and practical implications for the research area in the future.