PENGUATAN DESTINATION BRANDING UNTUK MENARIK INVESTOR DALAM PENGEMBANGAN PARIWISATA DANAU TOBA
Keywords:
Tourism Destination Branding, Kawasan Danau Toba, Investor, Komunikasi Pariwisata, Destinasi Pariwisata
Abstract
Kawasan Danau Toba menjadi destinasi pariwisata super-prioritas di Indonesia. Kebijakan ini, membutuhkan peran semua pihak dalam mempercepat proses pembangunan tersebut. Tak terkecuali investor. Tourism destination branding merupakan salah satu strategi yang dapat dikembangkan destinasi pariwisata dalam menarik minat investor. Penelitian ini bertujuan untuk menganalisis bagaimana strategi penguatan tourism destination branding untuk menarik investor dalam pengembangan pariwisata di kawasan Danau Toba melalui aspek destination identity & personality, destination differentiation, dan stakeholder involvement. Penelitian ini berjenis deskriptif kualitatif. Data diperoleh melalui hasil wawancara, observasi dan studi dokumentasi dari berbagai literatur, laporan maupun dokumen hasil kegiatan. Hasil penelitian ini menunjukkan bahwa telah dilakukan berbagai upaya penguatan tourism destination branding dalam menarik investor di destinasi pariwisata Danau Toba. Pada aspek destination identity & personality, Danau Toba menghadirkan dirinya sebagai destinasi pariwisata berkelas internasional yang juga menjunjung nilai budaya lokal. Adapun pada aspek destination differentiation, Danau Toba merupakan Geopark Global UNESCO serta didukung dengan aksesibilitas yang memadai. Selain itu dalam aspek stakeholder involvement, Danau Toba terus bekerja sama untuk melestarikan lingkungan melalui konsep green investment. Dalam menjaga tourism destination branding tersebut, pengelola Kawasan Danau Toba harus melakukan berbagai program yang relevan serta terus menjaga hubungan baik dengan para pemangku kepentingan
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Published
2023-08-12
How to Cite
Sarmoko, S., Novianti, E., & Rizal, E. (2023). PENGUATAN DESTINATION BRANDING UNTUK MENARIK INVESTOR DALAM PENGEMBANGAN PARIWISATA DANAU TOBA. Jurnal Inovasi Penelitian, 4(3), 735-754. https://doi.org/10.47492/jip.v4i3.2768
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