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The people’s shifting perspective from buying products to buying “experience” has been phenomenon these days. This phenomenon brings positive effects on the tourism service industry which is potential and prospective to be developed. Indonesia has great potentials to develop the tourism industry. However, the question about distributing the number of travelers more evenly is still bothersome. Thus, the needs to educate conventional tourism industry players into digital marketing and to increase the supporting role for the tourism industry are essential. This article proposes the concept of building a destination competitive advantage which emphasizes the development of tourism in communication skills and selfefficacy through enhancing e-digital capability in sharia hotels. This study applies SEM AMOS analysis with 107 respondents working as employees of sharia hotel in Semarang city. The results showed that digital capability had a positive and significant effect on communication skills and on self-efficacy. Communication skills had a positive and significant effect on self efficacy as well. Furthermore, communication skills mediate the effect of digital capability on self-efficacy. The results of this proposed model are hoped to contribute to social identity theory and social exchange theory in the context of digital-based tourism marketing and development strategies.

Digital Capability and Communication Skill for Empowering Self-Efficacy in Tourism Industry