This paper reviews the tourism, services, and strategic management literatures to produce a model, which demonstrates conceptually how sustainable competitive advantage might be achieved in tourism. The model brings together service-dominant logic, the defining characteristics of tourismand emphasizes the rapidly changing environments tourism organizations face by incorporating the dynamic capabilities framework. The defining characteristics of tourismare identified and the implications of these for managerial decision making are considered. The clear implication for managers is that in accordance with the resource based view (RBV) of strategy, the way inwhich resources are allocated, deployed and combined is critical to achieving commercial success. However, in tourism specifically, this process has to be determined by reference to the services orientation of the industry and in particular the eleven characteristics of tourism that are identified.