Promotion Development of Toba Lake Tourism In Samosir Regency, North Sumatera

Abstract

Samosir Regency was established based on Act number 36/2003. Tourism is one of leading sectors for accelerating regional development (Tourism, Art and Cultural Agency of Samosir Regency 2006). Samosir Regency had a great tourism potentials, one of is Toba Lake were with it’s beautiful Island of Samosir located in the middle of the lake. The objectives of this research were to identify media promotions within the area and Samosir Regency and to measure the effectiveness of promotion. This research was expected to provide current information on tourism objects within the regency and to increase number of tourist. Research was conducted at Samosir Regency, Province of North Sumatera from July to September 2009. The location of research consisted of three subdistricts, i.e Pangururan, Sianjur Mula-Mula and Simanindo. Tourism sites that were studied were Pantai Pasir Putih Nature Tourism, Aek Rangat Nature Tourism and Tuktuk Siadong Nature Tourism, Cultural and Archaeological Tourism of Batu Sawan and Batu Hobon. The materials that were used consisted of documents, questioners, interview guide, Likert statement, recorder and digital camera. Collected data comprised of primary and secondary data. Primary data included type, technique, subject and targets of promotion. These data were collected through interview with the community, local government and NGO’s and questioners were distributed to visitors. Secondary data consisted of general condition of research location such as history, location and total area, topography, demography condition, accessibility, climate, social and culture conditions, potentials of tourism objects. The collected data were analyzed using EPIC Model and descriptive analysis. Result of the research showed that most of the promotion technique were mouth to mouth with the following results in Pantai Pasir Putih (76.67%), Aek Rangat (50%), Batu Sawan (56.67%), Batu Hobon (76.67%), and Tuktuk Siadong (66.67%). The results showed that media promotions were effective in three tourism sites i.e 2.45 for Pasir Putih, 2.51 for Aek Rangat and 2.57 for Tuktuk Siadong. The media promotions in Batu Hobon and Batu Sawan were regarded as sufficient with score of 2.17 and 2.13. The recommendations for media promotion development that can be run by local government included determining promotion target in each tourism sites, arranging effective promotion through leaflet, booklet, magazine, television, homepage and radio to raise attention, interest, desire and action from the tourists. Radio could be an effective mean of promotion for Batu Sawan since these areas are intended especially for the local community and talking into consideration the time of on air which should suit the time where most of people are listening the radio.