Evaluating the quality of tourist information services in heritage destinations: A case study of Bac Ninh Province, Vietnam

Tourist information services play a critical role in shaping visitor experience, particularly in heritage destinations where cultural interpretation and service accessibility intersect. This study examines the quality of tourist information services in Bac Ninh Province, Vietnam. By using a mixed-methods approach that combines survey data from 400 tourists with qualitative assessments from tourism enterprises and destination management authorities, the findings indicate that while information content is generally perceived as accurate and reliable, overall service quality remains moderate due to limited interpretive accessibility, inconsistent service responsiveness, and weak system integration. Fragmentation between physical and digital information channels limits the experiential value of otherwise reliable content. Importantly, the study demonstrates that institutional and organizational capacity functions as a structural determinant of service quality, shaping how content, infrastructure, and delivery mechanisms translate into visitor perceptions. By integrating SERVQUAL-based dimensions with ISO 14785:2024 requirements, the study offers a context-sensitive framework for evaluating and improving tourist information services in heritage destinations.