PERAN STRATEGIS KOMUNIKASI PARIWISATA DALAM MEMPERKUAT BRANDING DESTINASI SUPER PRIORITAS DANAU TOBA, SUMATERA UTARA
Keywords:
Tourism Communication, Tourism Promotion, Destination Branding, , Lake Toba, Super Priority DestinationAbstract
The designation of Lake Toba as one of Indonesia's five Super Priority Tourism Destinations (DPSP) requires massive and integrated promotional efforts. This research aims to analyze the strategic role of tourism communication in the promotion and strengthening of Lake Toba's branding. Using a qualitative approach with a descriptive-analytical method, data were collected through in-depth literature review, observation of digital media platforms, and document analysis from relevant stakeholders. The results indicate that tourism communication plays a central role in shaping image, disseminating information, and persuading potential tourists. The current implementation of tourism communication for Lake Toba utilizes various channels, particularly digital media such as social media (Instagram, TikTok, YouTube) and official websites. However, the main challenge is the lack of message integration among stakeholders (government, private sector, and community), resulting in a fragmented brand image. Effective communication serves not only as a promotional tool but also as a bridge to align the vision and actions of stakeholders. An integrated communication orchestration is needed, combining the power of digital media with the authenticity of interpersonal communication and local wisdom to build a strong and sustainable image for Lake Toba.
References
Buhalis, D., & Amaranggana, A. (2015). Smart tourism destinations: Key factors, pillars and challenges. In Information and communication technologies in tourism 2015 (pp. 553-564). Springer, Cham.
Cahya, A. D., & Adinegoro, A. (2022). Strategi branding destinasi pariwisata ‘Wonderful Indonesia’ dalam meningkatkan citra pariwisata Indonesia. Jurnal Pustaka Komunikasi, 5(1), 15-28. https://doi.org/10.32509/pustakom.v5i1.1854
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). Sage Publications.
Kementerian Pariwisata dan Ekonomi Kreatif/Badan Pariwisata dan Ekonomi Kreatif. (2020). Rencana strategis Kemenparekraf/Baparekraf tahun 2020-2024. Kemenparekraf.
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson Education.
Lubis, R. H., & Sari, D. P. (2021). Pemanfaatan media sosial sebagai sarana promosi pariwisata berbasis komunitas di Desa Wisata Tomok, Samosir. Jurnal Komunikasi Pembangunan, 19(2), 167-179.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2020). Qualitative data analysis: A methods sourcebook (4th ed.). Sage Publications.
Pratama, R. A. (2023). Peran digital influencer dalam promosi destinasi pariwisata prioritas: Studi kasus The Kaldera Toba Nomadic Escape. Jurnal Pariwisata Nusantara, 6(2), 112-125.
Siregar, F. A., & Nasution, I. (2022). Analisis komunikasi pemasaran terpadu Badan Pelaksana Otorita Danau Toba (BPODT) dalam meningkatkan kunjungan wisatawan. Jurnal Interaksi: Jurnal Ilmu Komunikasi, 6(1), 45-58.
Xiang, Z., Du, Q., Ma, Y., & Fan, W. (2021). A comparative analysis of major online review platforms: Implications for travel and tourism marketing. Tourism Management, 83, 104243. https://doi.org/10.1016/j.tourman.2020.104243
Zhang, H., & Lee, S. (2021). The power of TikTok: How short-form videos influence destination choice. Journal of Travel & Tourism Marketing, 38(8), 815-828. https://doi.org/10.1080/10548408.2021.1986426
