Tourism Marketing Communication Strategy In The 2014 Samosir Fiesta Horas Event By The Samosir Regency Tourism, Arts And Culture Office

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Tourism Marketing Communication Strategy in the 2014 Samosir Fiesta Horas Event: A Case Study

Introduction

The tourism industry has become a vital sector in the economy of many countries, including Indonesia. The Samosir Regency, located in North Sumatra, is one of the regions that has been actively promoting its tourism sector through various events and activities. One of the notable events held in the region is the Samosir Fiesta Horas, an arts and culture exhibition that aims to explore and preserve the Batak culture, while also attracting more visitors and extending the duration of tourists in the area. This study aims to identify the marketing communication strategies implemented by the Samosir District Government in an effort to improve the tourism sector through the holding of the Samosir Fiesta Horas event.

Background of the Study

The Samosir Regency is a region rich in cultural heritage, with a unique Batak culture that is distinct from other cultures in Indonesia. The region has a long history of artistic and cultural expression, with many traditional dances, music, and art forms that are still practiced today. The Samosir Fiesta Horas event was held in 2014 as a way to showcase the region's cultural heritage and to attract more tourists to the area. The event was organized by the Samosir Regency Tourism, Arts and Culture Office, in collaboration with various stakeholders, including local communities, artists, and cultural organizations.

Methodology

This study used a descriptive qualitative approach to identify the marketing communication strategies implemented by the Samosir District Government in an effort to improve the tourism sector through the holding of the Samosir Fiesta Horas event. The informants consisted of employees of the Samosir Regency Tourism, Arts and Culture Office and purposively elected stakeholders. The data taken was a combination of primary and secondary data, with data collection techniques through interviews and documentation. During the April to September 2015 period, data analysis was carried out by triangulating the results of interviews and related documentation.

Marketing Communication Strategies

The results of the study showed that the Samosir Regency Government through the Department of Tourism, Art and Culture had implemented a marketing communication strategy that involved stakeholders in the process of planning and implementing the Samosir Fiesta Horas event. In the context of marketing, promotion is carried out through a communication mix that includes advertising, public relations, sales promotion, and personal selling. The communication strategy focuses on strengthening regional image, natural attraction, community support, and the utilization of information technology advances to maximize more effective distribution channels and implementation of promotions.

Advantages of the Strategy

One of the advantages of this strategy is the emphasis on the uniqueness of the Batak art and cultural arts in Samosir, which is expected to attract the attention of tourists and outperform competitors from other regions. In addition, the selection of media and determination of promotional targets is also the main focus so that marketing can be more directed and effective.

Challenges Encountered

However, there are several obstacles in the marketing communication strategy of this event. Among these are the lack of human resources who have creative ideas both from the Department of Tourism, Arts, and Culture of Samosir Regency and the organizer of the event. In addition, the audience segmentation is inappropriate and budgeting for promotional costs that are not determined from the beginning become a challenge. Budget constraints are also an issue that needs attention. A less than optimal synergy between local governments and other related parties also influence the effectiveness of the implementation of this marketing strategy.

Conclusion

In the whole, despite the challenges encountered, the efforts made by the Samosir District Government in planning and implementing the Samosir Fiesta Horas event showed great potential to improve regional tourism. Holistic marketing communication strategies and involving all stakeholders will be the key to success in attracting more tourists to Samosir in the future. By improving the quality of human resources and improving market segmentation and budgeting, it is hoped that events like this can be a driver of sustainable tourism growth in Samosir Regency.

Recommendations

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

  1. Improving Human Resources: The Samosir Regency Government should improve the quality of human resources in the Department of Tourism, Arts and Culture, as well as the organizer of the event, to ensure that they have the necessary creative ideas and skills to implement effective marketing communication strategies.
  2. Improving Market Segmentation: The Samosir Regency Government should improve market segmentation to ensure that the target audience is accurately identified and that the marketing communication strategies are tailored to meet their needs and preferences.
  3. Improving Budgeting: The Samosir Regency Government should improve budgeting for promotional costs to ensure that the necessary resources are available to implement effective marketing communication strategies.
  4. Enhancing Synergy: The Samosir Regency Government should enhance synergy between local governments and other related parties to ensure that the marketing communication strategies are effectively implemented and that the goals of the event are achieved.

Limitations of the Study

This study has several limitations, including:

  1. Limited Sample Size: The sample size of this study is limited to the employees of the Samosir Regency Tourism, Arts and Culture Office and purposively elected stakeholders.
  2. Limited Data Collection: The data collection techniques used in this study are limited to interviews and documentation.
  3. Limited Generalizability: The findings of this study may not be generalizable to other regions or events.

Future Research Directions

Future research should focus on:

  1. Evaluating the Effectiveness of Marketing Communication Strategies: Future research should evaluate the effectiveness of marketing communication strategies in improving regional tourism.
  2. Identifying Best Practices: Future research should identify best practices in marketing communication strategies that can be applied to other regions or events.
  3. Developing a Comprehensive Marketing Communication Plan: Future research should develop a comprehensive marketing communication plan that takes into account the unique characteristics of the Samosir Regency and the goals of the event.
    Q&A: Tourism Marketing Communication Strategy in the 2014 Samosir Fiesta Horas Event

Q: What is the main objective of the Samosir Fiesta Horas event?

A: The main objective of the Samosir Fiesta Horas event is to showcase the unique Batak culture and art of the Samosir Regency, while also attracting more tourists to the area and extending the duration of their stay.

Q: What are the marketing communication strategies implemented by the Samosir Regency Government in an effort to improve the tourism sector through the holding of the Samosir Fiesta Horas event?

A: The marketing communication strategies implemented by the Samosir Regency Government include advertising, public relations, sales promotion, and personal selling. The communication strategy focuses on strengthening regional image, natural attraction, community support, and the utilization of information technology advances to maximize more effective distribution channels and implementation of promotions.

Q: What are the advantages of the marketing communication strategy implemented by the Samosir Regency Government?

A: One of the advantages of this strategy is the emphasis on the uniqueness of the Batak art and cultural arts in Samosir, which is expected to attract the attention of tourists and outperform competitors from other regions. In addition, the selection of media and determination of promotional targets is also the main focus so that marketing can be more directed and effective.

Q: What are the challenges encountered in the marketing communication strategy of the Samosir Fiesta Horas event?

A: Among the challenges encountered are the lack of human resources who have creative ideas both from the Department of Tourism, Arts, and Culture of Samosir Regency and the organizer of the event. In addition, the audience segmentation is inappropriate and budgeting for promotional costs that are not determined from the beginning become a challenge. Budget constraints are also an issue that needs attention. A less than optimal synergy between local governments and other related parties also influence the effectiveness of the implementation of this marketing strategy.

Q: What are the recommendations for improving the marketing communication strategy of the Samosir Fiesta Horas event?

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

  1. Improving Human Resources: The Samosir Regency Government should improve the quality of human resources in the Department of Tourism, Arts and Culture, as well as the organizer of the event, to ensure that they have the necessary creative ideas and skills to implement effective marketing communication strategies.
  2. Improving Market Segmentation: The Samosir Regency Government should improve market segmentation to ensure that the target audience is accurately identified and that the marketing communication strategies are tailored to meet their needs and preferences.
  3. Improving Budgeting: The Samosir Regency Government should improve budgeting for promotional costs to ensure that the necessary resources are available to implement effective marketing communication strategies.
  4. Enhancing Synergy: The Samosir Regency Government should enhance synergy between local governments and other related parties to ensure that the marketing communication strategies are effectively implemented and that the goals of the event are achieved.

Q: What are the limitations of this study?

A: This study has several limitations, including:

  1. Limited Sample Size: The sample size of this study is limited to the employees of the Samosir Regency Tourism, Arts and Culture Office and purposively elected stakeholders.
  2. Limited Data Collection: The data collection techniques used in this study are limited to interviews and documentation.
  3. Limited Generalizability: The findings of this study may not be generalizable to other regions or events.

Q: What are the future research directions for this study?

A: Future research should focus on:

  1. Evaluating the Effectiveness of Marketing Communication Strategies: Future research should evaluate the effectiveness of marketing communication strategies in improving regional tourism.
  2. Identifying Best Practices: Future research should identify best practices in marketing communication strategies that can be applied to other regions or events.
  3. Developing a Comprehensive Marketing Communication Plan: Future research should develop a comprehensive marketing communication plan that takes into account the unique characteristics of the Samosir Regency and the goals of the event.

Q: What are the implications of this study for the tourism industry?

A: The findings of this study have implications for the tourism industry, particularly in the development of marketing communication strategies that are tailored to the unique characteristics of a region and its goals. The study highlights the importance of involving stakeholders in the planning and implementation of marketing communication strategies, as well as the need for effective budgeting and market segmentation.