COMPARATIVE AND COMPETITIVES ADVANTAGES: PERSPECTIVE OF RURAL TOURISM (STUDY ON TOURISM IN THE PROVINCE OF BALI INDONESIA)

Abstract

Rural tourism is an interpretation of the development of culture-based and environmentally sustainable tourism and involves various stakeholders including local communities. Data were analyzed using the SEM-PLS, sample Research respondents numbered 192 including farmers, tourism industry players, village leaders, NGOs, academics and the government. The findings of this study are that community involvement in sustainable rural tourism has a positive and significant impact on efforts to build a comparative advantage of village tourism. Meanwhile, community involvement does not have a significant effect on efforts to build competitive advantage. Government involvement in sustainable rural tourism has no significant effect on efforts to build a comparative advantage of village tourism. Meanwhile, government involvement has a positive and significant effect on efforts to build a competitive advantage in rural tourism. The involvement of the private sector and non-governmental organizations has a positive and significant effect on sustainable rural tourism and the competitive advantage of rural tourism. Meanwhile, the involvement of the private sector and non-governmental organizations has no significant effect on the comparative advantage of rural tourism. The role of the Government involvement, the private sector must be linked with the non-governmental organizations self-help so that it has a positive impact towards the development of sustainable rural tourism.