Communication Strategy In Developing Tourism In Lake Toba (Case Study Of Marketing Communication Strategies Carried Out By The Lake Toba Ecosystem Preservation Coordinating Board (BKPEKDT))

by ADMIN 190 views

Introduction

Lake Toba, with its breathtaking natural beauty, holds immense potential as a world-class tourist destination. However, developing tourism in Lake Toba is not just about its natural beauty, but also about effective communication strategies. This study examines the communication strategies implemented by the Lake Toba Ecosystem Preservation Coordinating Board (BKKPKDT) in developing tourism in Lake Toba. By using the constructivism approach, this study aims to understand the communication strategies applied and the process of developing tourism in Lake Toba by BKKPKDT.

Background of the Study

Danau Toba, dengan keindahan alamnya yang memesona, menyimpan potensi besar sebagai destinasi wisata kelas dunia. Namun, mengembangkan pariwisata di Danau Toba tidak hanya tentang keindahan alam, melainkan juga strategi komunikasi yang efektif. The development of tourism in Lake Toba requires a comprehensive approach that involves not only the preservation of the natural environment but also effective communication strategies to reach a broad target market.

Methodology

Penelitian ini mengkaji berbagai teori terkait komunikasi, strategi komunikasi, pariwisata, pemasaran pariwisata, dan komunikasi pemasaran. Metode kualitatif dengan studi kasus dipilih sebagai pendekatan penelitian. Lima informan kunci dari BKKPKDT menjadi narasumber dalam penelitian ini. The technique snowball sampling is used to determine the informant. This qualitative study with a case study approach was chosen as the research methodology to gain a deeper understanding of the communication strategies applied by BKKPKDT.

Communication Strategies Implemented by BKKPKDT

The results showed that BKKPKDT, as an institution that focused on the preservation of the Lake Toba ecosystem, implemented a communication strategy that was integrated with environmental preservation efforts. The communication strategies applied include personal selling, sales promotions, events (merchandise), and websites. BKKPKDT has implemented a variety of communication strategies to promote Lake Toba as a tourist destination. However, despite these efforts, some shortcomings are still found.

Shortcomings of the Communication Strategy

Although it has implemented a variety of communication strategies, some shortcomings are still found. The communication strategy implemented by the BKKPKDT is considered not optimal in reaching a broad target market, especially domestic and international tourists. This is because the communication strategy is not tailored to the needs of the target market, and the message is not effectively conveyed to the audience.

Improvement of Communication Strategies

Improvement of communication strategies is important to increase tourist visits to Lake Toba. Here are some suggestions that can be applied:

Improving Branding Lake Toba

Building a strong Lake Toba image as a sustainable tourist destination by emphasizing the beauty of nature, culture, and local wisdom. This can be achieved by creating a unique brand identity that reflects the values and characteristics of Lake Toba.

Optimizing the Use of Social Media

Utilizing social media as the main platform to promote Lake Toba to potential tourists. Social media can be used to create engaging content, interact with customers, and build a community around Lake Toba.

Developing Creative Content

Creating interesting content that displays the beauty of Lake Toba and available tourism activities. This can be achieved by creating high-quality visual content, such as photos and videos, that showcase the natural beauty of Lake Toba.

Building Strategic Partnerships

Building cooperation with various parties such as travel agents, mass media, and influencers to expand promotional reach. This can be achieved by partnering with travel agents to offer packages that include Lake Toba as a destination, partnering with mass media to promote Lake Toba through advertising, and partnering with influencers to promote Lake Toba through social media.

Conclusion

By implementing the right communication strategy, it is hoped that tourism in Lake Toba can develop rapidly and sustainably. This will have a positive impact on the economy of the surrounding community and preserve the natural beauty of Lake Toba for future generations. The communication strategy implemented by BKKPKDT is a good starting point, but it needs to be improved to reach a broader target market. By improving the communication strategy, BKKPKDT can increase tourist visits to Lake Toba and contribute to the economic development of the surrounding community.

Recommendations

Based on the findings of this study, the following recommendations are made:

  • Improve the branding of Lake Toba to create a unique and sustainable image.
  • Optimize the use of social media to promote Lake Toba to potential tourists.
  • Develop creative content that displays the beauty of Lake Toba and available tourism activities.
  • Build strategic partnerships with various parties to expand promotional reach.

By implementing these recommendations, BKKPKDT can improve its communication strategy and increase tourist visits to Lake Toba.

Introduction

In our previous article, we discussed the importance of effective communication strategies in developing tourism in Lake Toba. We also examined the communication strategies implemented by the Lake Toba Ecosystem Preservation Coordinating Board (BKKPKDT) and identified some shortcomings. In this article, we will answer some frequently asked questions (FAQs) about communication strategy in developing tourism in Lake Toba.

Q: What is the importance of communication strategy in developing tourism in Lake Toba?

A: Effective communication strategy is crucial in developing tourism in Lake Toba because it helps to promote the destination to potential tourists, increase tourist visits, and contribute to the economic development of the surrounding community.

Q: What are the communication strategies implemented by BKKPKDT?

A: BKKPKDT has implemented a variety of communication strategies, including personal selling, sales promotions, events (merchandise), and websites. However, despite these efforts, some shortcomings are still found.

Q: What are the shortcomings of the communication strategy implemented by BKKPKDT?

A: The communication strategy implemented by BKKPKDT is considered not optimal in reaching a broad target market, especially domestic and international tourists. This is because the communication strategy is not tailored to the needs of the target market, and the message is not effectively conveyed to the audience.

Q: How can BKKPKDT improve its communication strategy?

A: BKKPKDT can improve its communication strategy by improving branding, optimizing the use of social media, developing creative content, and building strategic partnerships with various parties.

Q: What is the role of social media in promoting Lake Toba as a tourist destination?

A: Social media can be used to create engaging content, interact with customers, and build a community around Lake Toba. It can also be used to promote Lake Toba to potential tourists and increase tourist visits.

Q: How can BKKPKDT create engaging content to promote Lake Toba?

A: BKKPKDT can create engaging content by using high-quality visual content, such as photos and videos, that showcase the natural beauty of Lake Toba. It can also use storytelling techniques to create a emotional connection with potential tourists.

Q: What is the importance of building strategic partnerships in promoting Lake Toba as a tourist destination?

A: Building strategic partnerships with various parties, such as travel agents, mass media, and influencers, can help to expand promotional reach and increase tourist visits to Lake Toba.

Q: How can BKKPKDT measure the effectiveness of its communication strategy?

A: BKKPKDT can measure the effectiveness of its communication strategy by tracking key performance indicators (KPIs), such as website traffic, social media engagement, and tourist visits.

Conclusion

Effective communication strategy is crucial in developing tourism in Lake Toba. By understanding the communication strategies implemented by BKKPKDT and identifying some shortcomings, we can provide recommendations for improvement. By improving the communication strategy, BKKPKDT can increase tourist visits to Lake Toba and contribute to the economic development of the surrounding community.

Recommendations

Based on the FAQs, the following recommendations are made:

  • Improve the branding of Lake Toba to create a unique and sustainable image.
  • Optimize the use of social media to promote Lake Toba to potential tourists.
  • Develop creative content that displays the beauty of Lake Toba and available tourism activities.
  • Build strategic partnerships with various parties to expand promotional reach.
  • Measure the effectiveness of the communication strategy by tracking KPIs.

By implementing these recommendations, BKKPKDT can improve its communication strategy and increase tourist visits to Lake Toba.