VRIO Model as a Framework for Developing Tourism Competitiveness

— The rapid development of the tourism industry, both at the national and world levels, has caused tourism destinations to be faced with quite tight competition. Competition can cause visitors to get many choices, and therefore in order for a tourism destination to be chosen by the majority of visitors, the destination must be able to win the competition. This phenomenon extends to the intense competition in tourism development in Bali, especially in the development of tourist villages. Based on data from the Central Statistics Agency (BPS) of Bali Province, the growth of rural tourism in Bali has been very rapid in recent years, with an average growth of 5,7 percent per-year. This article discusses the application of the VRIO model in building tourism competitiveness in tourist villages in Gianyar Regency. The research was conducted using a qualitative approach. The study was conducted in three tourist villages in Gianyar Regency, namely Kemenuh Village, Padangtegal Village, and Singapadu Kaler Village.