In a directive issued on Wednesday, Gia Lai authorities instructed agencies and local governments to step up enforcement against businesses that inflate prices, fail to display prices, provide substandard services or engage in unfair trading practices.
The order also targets touting, aggressive solicitation of tourists and other behaviour deemed harmful to the province's reputation as a tourist destination.
Tourism has grown rapidly since Gia Lai expanded its attractions from the Central Highlands to the coast, but complaints over overcharging, poor service, environmental hygiene and food safety persist, especially during peak travel periods.
The directive calls on authorities to make visitor satisfaction a key measure of tourism management and service quality, while holding local officials accountable for repeated or unresolved violations.
The province aims to build Gia Lai into a safe, friendly and high-quality destination through stricter enforcement, better services and greater community participation.