Marketing strategy with marketing mix for Lake Toba tourism destination

Abstract

Purpose: This study aims to identify effective and targeted policy strategies to improve the quality of Lake Toba. Lake Toba, a popular tourist destination in Indonesia, faces global competition and needs continuous development to maintain its appeal to domestic and international travelers. This study incorporates marketing mix policy theory to guide the design of these strategies. Objective: The objective of this study is to identify effective and targeted policy strategies to improve the quality of Lake Toba, a popular tourist destination in Indonesia. Scope: The scope of this study includes various aspects related to marketing strategy and marketing mix in the context of Lake Toba as a tourist destination. Research Methodology: Qualitative research included field studies, stakeholder interviews, and secondary data analysis. Results: This study provides a comprehensive marketing strategy for the Lake Toba tourism area that encompasses positioning, market analysis, product development, market penetration, and market development. Limitations: The strategy discussed in this study concerns a marketing strategy in which the marketing mix is included. Contributions: The results and recommendations of this study will be valuable for local governments, tourism entrepreneurs, and communities involved in addressing challenges and improving the tourism sector in the Lake Toba area. Novelty: This study explores the development of appropriate marketing strategies to promote Lake Toba as a tourist destination.

Application of Meta-SWOT method for tourism development planning of Farsi Island of the Persian Gulf Region

“…This lack of clarity presents a notable challenge, especially in urban tourism research. Urban tourism research, as emphasized by Kennedy, Tobing, and Toruan (2022), highlights the increasing importance of addressing tourism-related issues in urban settings, such as central business districts (CBDs), historic cores, markets, and industrial areas. Establishing a common understanding and agreement on these issues is crucial for advancing the research in this field.…”