Bao Loc City is the new tourism destination in Lam Dong province, Vietnam, where more and more tourists have been drawn to pay a visit. This study aims to test the correlative impact of tourism service quality factors on satisfaction of the tourists who have visited Bao Loc City. The key theory used in this study is SERVQUAL scale. The survey sample consists of 350 tourists who stayed overnight in Bao Loc City in the last quarter of 2019; 315 valid survey questionnaires could be used for the analysis. The research applied Cronbach’s Alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation modeling (SEM), and bootstrap test. The results show that the satisfaction of the tourists who have visited Bao Loc City has been affected statistically by three factors: (1) Responsiveness; (2) Reliability; and (3) Empathy, which were ranked by descending importance. Surprisingly, the research found that Tangibles and Assurance do not have an impact on tourists’ satisfaction towards Bao Loc City. The research formulates some suggestions to the city policy-makers and the tourism businesses management in Bao Loc City in order to enhance tourists’ satisfaction through improving the tourism service quality at Bao Loc City.

Abstract
1. Introduction
2. Literature Review
    2.1. Travel Destinations
    2.2. Quality of Service and Customer Satisfaction
    2.3. Research Models
3. Research Methodology
    3.1. Qualitative Research
    3.2. Survey
    3.3. Quantitative Research
4. Empirical Results
    4.1. Scale Measurement and Measurement Model
    4.2. Exploratory Factor analysis
    4.3. Confirmatory Factor Analysis (CFA)
    4.4. Structural equation modeling (SEM)
5. Discussion
6. Managerial Implications and Conclusion
    6.1. Managerial Implications
    6.2. Conclusion
    6.3. Limitation and Suggestions for FurtherStudies
References

• Ha Nam Khanh GIAO(Faculty of Air Transport, Vietnam Aviation Academy) Corresponding Author.
• Tran Dieu HANG(Faculty of Air Transport, Vietnam Aviation Academy)
• Le Thai SON(Faculty of Air Transport, Vietnam Aviation Academy)
• Dinh KIEM(Faculty of Air Transport, Vietnam Aviation Academy)
• Bui Nhat VUONG(Faculty of Air Transport, Vietnam Aviation Academy)