Brand image sebagai Strategi Peningkatan Jumlah Wisatawan Danau Toba "Monaco of Asia" di Kabupaten Samosir

Abstract

Lake Toba is one of the priority tourism destinations which has natural, cultural, and spiritual wealth. In realizing Lake Toba as the Monaco of Asia, it is necessary to pay attention to various aspects, one of which is the tourism image of Lake Toba in the eyes of tourists. This study aims to determine how the influence of brand image in increasing the number of tourists in Samosir Regency. The sample used in this study were 100 tourists who were visiting in Samosir Regency. This research is descriptive and quantitative research. Data collection techniques using observation and distribution of questionnaires to tourists. The sampling technique was random sampling with a simple linear regression analysis. The results showed that brand image has a significant positive effect on tourist visits. Where the coefficient of determination (R2) is 0.628, which means that brand image has an influence of 62.8% on the decision to visit tourists to Lake Toba, Samosir Regency, while the remaining 37.2% is influenced by other factors not examined in this study such as service quality, tourism performance. and others.

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“…Selanjutnya pembangunan kepariwisataan berdasarkan asas ini diwujudkan melalui pelaksanaan rencana pembangunan kepariwisataan dengan memperhatikan keanekaragaman, keunikan dan kekhasan budaya dan alam, serta kebutuhan manusia untuk berwisata. Undang-Undang Nomor 23 Tahun 2014 tentang Pemerintahan Daerah memberikan kesempatan kepada daerah untuk mengurus rumah tangganya sendiri sesuai dengan penyerahan wewenang dari pemerintah kepada pemerintah daerah (Simarmata, & Saragih, 2020;Nugraheni et al, 2020).…”

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“…Handawan (2015:24) suggests that is, the image development of a tourist destination is based on the rationality and emotionality of consumers, which includes cognitive destination image dan affective destination image. Simarmata (2020) suggests that brand image has a significant positive effect on tourist visits to Lake Toba, Samosir Regency.…”