Digitalization: the Way to Tourism Destination's Competitive Advantage (Case Study of Indonesia Marine Tourism)

This article is a conceptual paper that proposes the importance of digitalization in marine tourism destination in order to significantly improve its competitive advantage. The digitalization should become a new capability as it supports the activities of value co-creation amongst the stakeholders including the customers. Digitalization will create resource integration, value platform and information-sharing models, while the pre-requisites for the success of its implementation are developing digital strategy, leadership and culture. National tourism digitalization movement, appoint seaports as leader in digital transformation, encourage collaboration intra- and inter-destination, and conduct intensive digital socialization and training.     Keywords: digitalization, digital capability, value co-creation, digital transformatio