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Nowadays the amount of “smart” services in e-Tourism grows rapidly. This is due to widespread using mobile devices with new input methods and large amount of digital data. Together with that, the smart services require complex methods and high cost of their creation. Thereby we have relevant problem of estimating smart service's efficiency. This paper presents evaluation of Cultural trip planning service based on defined smart attributes. For each of used attributes the execution scenario, ordinary service for comparison and used estimates are defined. Each estimate is calculated with taking into account the user experience. The evaluation results allow to compare Cultural trip planning service with some ordinary services.