Developing a Sustainable Tourism Promotion Strategy for Cultural Events on Sibandang Island
Abstract
Sibandang Island is part of the Toba Caldera UNESCO Global Sibandang Island, part of the Toba Caldera UNESCO Global Geopark, possesses significant cultural and natural potential, yet faces substantial challenges in tourism promotion. Previous research indicated that marketing feasibility was only 8%, despite cultural and natural potential reaching 98%. This disparity highlights the absence of a targeted and sustainable promotional strategy. This study aims to design a sustainable tourism promotion strategy for cultural events on Sibandang Island, emphasizing local cultural authenticity and sustainability, with a focus on cultural and technological pillars. The methodology employed is qualitative descriptive research. Data analysis utilizes content and thematic analysis based on indicators from a sustainable promotion matrix. Subsequently, the analysis results are developed into a promotional strategy using the SOAR (Strengths, Opportunities, Aspirations, Results) approach. The targeted output is a local culture-based sustainable tourism promotion strategy in the form of a final document, intended as a reference for local government, tourism awareness groups (Pokdarwis), and tourism promotion stakeholders. This research is expected to enhance the effectiveness of tourism promotion and contribute to the sustainable preservation of local culture on Sibandang Island.
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Beritelli, P., Reinhold, S., & Laesser, C. (2015). The semantics of governance in sustainable tourism marketing: A comparative perspective. Journal of Sustainable Tourism, 23(3), 331–350. https://doi.org/10.1080/09669582.2014.939202
Budeanu, A., Miller, G., Moscardo, G., & Ooi, C. S. (2016). Sustainable tourism, progress, challenges and opportunities: An introduction. Journal of Cleaner Production, 111(B), 285–294. https://doi.org/10.1016/j.jclepro.2015.10.027
Creswell JW. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). Thousand Oaks: SAGE Publications.
Dredge, G., & Jenkins, J. (2011). Knowledge networks and tourism policy. Tourism Policy and Planning, 188–207.
Font, X., & McCabe, S. (2017). Sustainability and marketing in tourism: Its contexts, paradoxes, approaches, challenges and potential. Journal of Sustainable Tourism, 25(7), 869–883. https://doi.org/10.1080/09669582.2017.1301721
Global Sustainable Tourism Council. (2019). GSTC Destination Criteria: Performance Indicators and SDGs. https://www.gstc.org/wp-content/uploads/GSTC-Destination-Criteria-v2.0-with-SDGs.pdf
Hall, C. M. (2019). Constructing sustainable tourism development: The 2030 agenda and the managerial ecology of sustainable tourism. Journal of Sustainable Tourism, 27(7), 1044–1060. https://doi.org/10.1080/09669582.2018.1560456
Irrobbi, W. R. (2023). Analisis SOAR dalam Strategi Pengembangan Ekonomi Kreatif (Studi Kasus pada Teal and Yellow Cafe di Pantai Sidayu Cilacap) [UIN Prof. K.H. Saifuddin Zuhri]. https://repository.uinsaizu.ac.id/19042/1/Wahyu%20R_ANALISIS%20SOAR%20DALAM%20STRATEGI%20PENGEMBANGAN%20EKONOM.pdf
Kementerian Pariwisata dan Ekonomi Kreatif Republik Indonesia. (2024). Desain Strategi Rencana Aksi Pengembangan Kawasan Berbasis Geopark di Pulau Sibandang 2025–2029.
Mihalic, T. (2016). Sustainable-responsible tourism discourse – Towards ‘responsustable’ tourism. Journal of Cleaner Production, 111, 461–470. https://doi.org/10.1016/j.jclepro.2014.12.062
Miles, M. B., Huberman, A. M., & Saldaña, J. (2020). Qualitative Data Analysis: A Methods Sourcebook (4th ed.). Thousand Oaks: SAGE Publications.
Moscardo, G. (2011). Exploring social representations of tourism planning: Issues for governance. Journal of Sustainable Tourism, 19(4–5), 423–436. https://doi.org/10.1080/09669582.2011.558625
Nunkoo, R., & Bramwell, B. (2021). Power and trust in sustainable tourism planning. Journal of Sustainable Tourism, 29(3), 382–398. https://doi.org/10.1080/09669582.2020.1734034
Peraturan Daerah Kabupaten Tapanuli Utara Nomor 02 Tahun 2020 Tentang Rencana Induk Pembangunan Kepariwisataan Daerah Kabupaten Tapanuli Utara Tahun 2020-2025. (n.d.).
Peraturan Daerah Provinsi Sumatera Utara Nomor 2 Tahun 2017 Tentang Rencana Tata Ruang Wilayah Provinsi Sumatera Utara Tahun 2017-2037. (n.d.).
Peraturan Presiden Republik Indonesia Nomor 60 Tahun 2021 Tentang Penyelamatan Danau Prioritas Nasional. (n.d.).
Peregrine Global Services. (2020). SOAR Analysis Guide and Template. https://www.peregrineglobal.com
Tang, T.-W. (2014). Becoming an ambidextrous hotel: The role of customer orientation.International Journal of Hospitality Management, 39, 1–10. https://doi.org/10.1016/j.ijhm.2014.01.008
Timur, S., & Getz, D. (2009). Sustainable tourism development: How do destination stakeholders perceive sustainable urban tourism? Sustainable Development, 17(4), 220–232. https://doi.org/10.1002/sd.384
Tussyadiah, I. P., & Fesenmaier, D. R. (2017). Marketing and sustainability in the tourism industry: A review of past research and future directions. Journal of Sustainable Tourism, 25(8), 1069–1084. https://doi.org/10.1080/09669582.2017.1320732
Authors
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