THE COMPETITIVE ADVANTAGE TOURISM (CAT) ON TOURISM SUPPLY COMPONENTS IN RURAL TOURISM INDONESIA

This study aims to develop a Competitive Advantage Tourism (CAT) Model for rural tourism. The model will base on the supply-side perception analysis of the Competitive Advantage Tourism (CAT) indicator of rural tourism. This model guide policymakers in designing effective and focused strategies. Data were obtained from in-depth interviews with research respondents and questionnaires provided to qualified tourism industry players from the public and private sectors. This data-driven approach builds a relationship between competitiveness indicators and competitive advantages using a combination of Importance Performance Analysis (IPA) and Confirmatory Factor Analysis (CFA), thus utilizing these advantages to produce a strategic model to compete internationally. The sampling in this study used Proportionate stratified random sampling on tourism actors as follows: Village Government or Local Government, Hotel and Lodging Managers, Restaurant Managers, Travel Agency Managers, Managers of Tourist Attractions, Tourism Service Supporters, and Local Communities in rural tourism. This research was located in Apar Tourism Village, Pariaman, West Sumatra, which became the 3rd Winner at the 2021 Indonesian Tourism Village Award Winner in the Digital Village Category. The construct reliability (CR) value of the latent variable Competitive Advantage Tourism Second Order resulted in a matter of 0.9669. The deal is more than 0.7. So that latent variables have excellent reliability.