Despite extensive empirical research linking organizational capability and competitiveness in
the context of manufacturing companies, little attention has focused on the service sector,
particularly the convention tourism sector. Convention tourism represents a growing and
most desirable segment in Asia’s tourism industry. Many host destinations recognize this
high-yield market, thus making the competition in the segment greater. Foresee new
opportunities for Malaysia to tap into the convention tourism sector, the identification of the
industry’s competitive advantages becomes an important step towards successful
development in Malaysia. Based on Porter’s Diamond model, this paper makes an
assessment on the competitive advantages that affect the convention tourism sector. Using
qualitative approach, the components are analyzed carefully, comparing the competition
among the four key markets in Malaysia namely Kuala Lumpur, Penang, Sarawak, and
Sabah. Through in-depth interviews with focal industry participants, the responses then have
been analyzed using cross-case analysis and develop causal network modeling to visualize
the linkages between the elements of convention tourism competitiveness. The results indicate
that firm strategy, structure and rivalry; demand conditions; and related and supporting
industries contribute to the competitiveness of convention tourism industry. The results also
highlighted that factors related to qualified, well-trained human resources and locality access
should be considered critically in order to boost the performance of the secto
