This study uses the IPA model to evaluate the service quality of the Lung Ngoc Hoang Tourist area. Research data were collected by convenient sampling with a sample size of 197 tourists who have ever visited and experienced the service at the Lung Ngoc Hoang tourist site. The research results show that only 8 over 30 criteria measuring the service quality rated by tourists have better performance levels than expected. In general, visitors claimed that the service quality of the Lung Ngoc Hoang tourist site does not meet their expectations. In particular, the criteria that are most rated not meeting the expectation are "Plenty delicious dishes, specialties, and rich souvenirs" and "Good communication system". Then follow the criteria "Convenient transportation system", "Guaranteed security", and "Quick resolve of customers' complaints and problems".