ABSTRACT
The competitive advantage of the halal tourism operators will be required to enable them to compete and survive in a dynamic business environment. The study aims to investigate the impact of a dynamic business environment on the competitive advantage of halal tourism operators in Indonesia. Verification research methodology was applied, and Slovin’s formula was used for sampling calculation. The research instrument was constructed using an online survey platform, which was sent to the members of the Halal Travel Consortium as respondents. The result shows a dynamic business environment has a positive and significant effect but weak correlation to the competitive advantage of halal tourism operators in Indonesia. Ability to produce products/services at a lower cost (Std Dev 0.785) and ability to better tailor products/services to individual customer needs (Std Dev 0.760) are the most prioritized actions being implemented by halal tourism operators in Indonesia.
