A Storytelling-Based Marketing Strategy Using the Sigale-Gale Storynomics as a Communication Tool for Promoting Toba Tourism

Abstract

Lake Toba is one of the super priority tourism destinations declared by the Indonesian government in 2021, intended to revitalize Indonesian tourism that was hit hard by the Covid-19 pandemic. However, a different strategy to promote Lake Toba and other tourism destinations in Indonesia is required, not only depending on natural beauty, but also by providing additional value, particularly by making use of local culture for marketing purposes. This study intends to analyze the utilization of the Sigale-gale storynomics based on storytelling for promoting Toba tourism. This study uses the qualitative approach, with the phenomenology method, because the Sigale-gale storynomics is tightly related to the stories and experiences of the surrounding public, particularly in understanding the meaning of Sigale-gale. The tale of Sigale-gale is closely entwined to Batak culture, especially regarding patriarchal family values and also the importance of the eldest son in the family. This is especially interesting to introduce this cultural value to tourists visiting Lake Toba. The findings from this study show that the use of the Sigale-gale storynomic through storytelling is interesting and can encourage Indonesian tourism. Storynomic packaging can create interesting story content, especially by paying attention to several important elements, namely: conflict, character, plot and message. Interesting storynomic story content supported by delivery through storytelling will be a different tourism marketing communication tool that is expected to encourage growth in the number of visiting tourists. However, the Sigale-gale tale needs also to be standardized into a single version, as there are various versions, with corresponding varied perceptions, among the Toba people.

Storynomic Tourism Strategy of Kebo Ketan Ceremonial Art as a Form of Marketing Communication for Eco-Tourism

“…Storytelling, which is the content or content of the message, cannot be separated from storynomics. According to Parani et al, (2021); Parani and Juliana, (2023), the storynomic concept, which is based on storytelling, prioritizes a lot of information related to the culture of local communities. The information conveyed can be in the form of historical stories related to the tourist destination and can also be in the form of fairy tales or myths that are believed by people at the tourist destination.…”

“…When we use the phrase story form, we mean its universal, irreducible foundation" (2018). Research conducted in Lake Toba by Parani & Juliana (2023) states that Sigale-gale art can also involve other cultural elements outside of stories but also art (dance) and ceremonies, as part of storynomics. Ceremonial art has the potential to become content or storynomic content because it contains messages that are awaited by the audience or tourists who visit the destination.…”

“…The use of storytelling as marketing communication in ecotourism can help bring the meaning of the message conveyed in the Kebo Ketan ceremony in storynomic form closer to the tourists who witness it. This is reinforced by Parani & Juliana (2023) who state that the storynomic concept, which is based on storytelling, prioritizes a lot of information related to the culture of local communities, so it requires an interpretation process to get the meaning. So in this way the tourism marketing communication process becomes more different and interesting for tourists.…”

Digital Storytelling on Marketing Communication of a Tourism Product: A Trend or a Necessary for Indonesian Buyer?

“…The utilization of Instagram in marketing Kito Scarf products includes applying the storytelling method to engage with their stakeholders, such as followers, prospective customers, and loyal customers. Previous researchers have studied the impact of the storytelling method in connecting consumers with products, and it is often used especially in the tourism field (Bassano et al, 2019;Lintang Citra Christiani et al, 2022;Meng-Yu Chen et al, 2023;Parani & Juliana, 2023). Other researchers used it in the marketing communication field, such as the experiences of legendary brands (Indira, 2019), the effectiveness of donation collection (Herna et al, 2019), and the production process to establish consumer trust (Fadilla & Aditia, 2022).…”