Abstract:
The tourism sectors comprises a wide range of
industries in order to serve domestic and international visitors
from business to leisure purposes. The aim of this paper is to
explore on the topic of tourism, highlighting the characteristics of
tourism industry and the antecedents to Competitive Advantage
Creation (CAC). This paper uses exploratory study from 46
articles published in journals as well as conference proceedings.
The result found that the characteristics of tourism product are
adopted from service products. Service characteristics are based
on IHIP (Inseparability, Heterogeneity, Intangibility, and
Perishability). In the case of the tourism industry, competitive
advantage could be created by providing an extraordinary
experience which is the ultimate goal for travel and lead to
customer satisfaction and customer loyalty. Therefore, this paper
explains further the six competitive advantage creations through
customer satisfaction. In conclusion, it is suggested that tourism
industry should have collaboration between tourism players, in
order to serve tourist better. Hence, exploring the tourism value
chain activities will be advantageous.
