ABSTRACT

This article aim of developing the competitive advantage of Tourism Competitive Advantage which emphasizes the development of tourism in knowledge quality and destination innovativeness by increasing entrepreneurship learning. The sampling method is using purposive sampling technique, meaning that based on population characteristics that is the leader of the tour the owner is government or private and operates for at least 5 years. Then the sample size of 120 out of 200 population. The analysis technique uses Strutural Equation Model with AMOS software. The results of this study indicate that four hypotheses are proposed, three are significant and one hypothesis is not significant. Therefore, the tourm competitive advantage development model can be improved through innovative destinations that are built with indicators of assimilation, differentiation and integration.

Key words: Destination innovation, tourism competitive advantage, knowledge quality, entrepreneur learning