Abstract
This study used the Resource-Based View (RBV) theory integrated with differentiation and Tourism Destination Competitiveness (TDC) to explain attraction and competitiveness of sustainable tourism with qualitative methods and explorative approaches. Data were collected through observation, interviews, documentation studies, and Focus Group Discussions (FGD) by ATLAS.ti 8 software. Based on the results, traditional ceremonies, cultural festivals, the value of natural wealth, and the life of the village community can become a tourist attraction and can be enjoyed by tourists as a unique cultural tourism product and can be developed into a differentiation strategy. The differentiation strategy in building a competitive advantage in sustainable tourism was carried out through the development of tourism products based on the local wisdom, packaging products through tour packages, increasing professionalism in managing tourist destinations, and synergizing tourism stakeholders.
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