Tourism Development Strategy for the Lake Toba Area

Mai Fernando Nainggolan

, Ferlin F. Turnip

, George M. Tampubolon

, Wendy M. A. Saragih

Arjon Turnip

Department of Agribusiness, Faculty of Agriculture, Universitas Padjadjaran, Jatinangor 45363, Indonesia

PorlakParnaAgroTourism Company, K.H. Ramli Buntu Street No. 25, South Jakarta, Indonesia

Bachelor of Electrical Engineering, Insitut Teknologi Nasional, Bandung, Indonesia

Department of information system,Universitas Sangga Buana YPKP 40124, Indonesia

Department of electrical Engineering Universitas Padjadjaran, Jatinangor 45363, Indonesia

Keywords: Impact, behavior, tourism, Toba Lake.

Abstract: Tourism is a potential sector and feasible to be innovatively developed in order to increase competitiveness.

Lake Toba is a location that has enormous tourism potential. However, in reality it has not been managed

properly, so it has an impact on socio-economic conditions. The people who live in these areas are generally

still classified as poor. This research was conducted to make changes in terms of increasing local income,

tourist visits and the value of better tourism promotion. The purpose of this study is to formulate a strategy

of Lake Toba potential development as a tourism location through a SWOT analysis. The research was

conducted with a descriptive method through a qualitative approach. Data were obtained from several

institutions such as universities, local governments, traditional and religious leaders, and private

organizations. The results showed that the management of natural tourism objects in Lake Toba is generally

still managed traditionally and only managed by the local community. Some of the obstacles that oftenly

occur were the unavailability of the Regional Tourism Master Plan, the lack of promotion of natural and

cultural tourism, and the facilities condition that are still conventional. Meanwhile, annual tourism activities

are only routin and monotone without significant economic impact (multiple effects). Therefore, a strategy

to develop the potential for natural tourism in the form of quality management, professionalism of

resources, festival activities, local culture, population data management, promotion, nature tourism, and the

role of local government is proposed.

1 INTRODUCTION

The tourism potential of Lake Toba is one of the

most comprehensive in Indonesia. Its nature is still

original with a distinctive and unique culture as a

main attraction. Tourist destinations on Lake Toba

have contributed 65% of the total tourist visits to

North Sumatra Province. The tourism business

potential in Lake Toba is very large because it has

cultural uniqueness and authenticity (Petriella,

2018).

Lake Toba has a strong capital to develop

tourism if it is organized, managed, and promotes

the uniqueness and characteristics of the natural

resources of the area. Currently the local

government around the Lake Toba area realizes the

superiority of the region, but has not made tourism a

development priority. The government only

prioritizes budgeting in order to prepare for

employee travel expenditures (Loen, 2019).Tourism

has not yet been accommodated in development

priorities to be a weak point. The natural potential in

the Lake Toba area will be displaced by time. If

traced in more detail, Lake Toba is only visited by

41,425 foreign tourists. These tourist visits are still

far from the target of 20 million foreign tourist visits

to Indonesia by the Ministry of Tourism (Agmasari,

2019).

Tourists still know other tourist attractions

outside of Lake Toba such as West Papua Province

which is famous for Raja Ampat, Yogyakarta with

Borobudur Temple, and so on. This proves that Lake

Toba in terms of tourism promotion has not been

known to the public, especially its exoticism and

tourism power. The existence of Lake Toba tourism

is important (when tourists flock to an area for both

refreshing and business trips) indicating that the area

638

Nainggolan, M., Turnip, F., Tampubolon, G., Saragih, W. and Turnip, A.

Tourism Development Strategy for the Lake Toba Area.

DOI: 10.5220/0010371000003051

In Proceedings of the International Conference on Culture Heritage, Education, Sustainable Tourism, and Innovation Technologies (CESIT 2020), pages 638-646

ISBN: 978-989-758-501-2

has given confidence to the public that the area

around Lake Toba deserves to be counted as an area

that provides great opportunities for people to visit.

Tourist visits to Lake Toba are very low, tourists

still prefer Bali, Jakarta, and Batam. A visit to Lake

Toba tends to require expensive transportation and

accommodation costs (Rumpaidus et al., 2019, p.

32) compared to other areas such as Yogyakarta or

Bali. This statement is very ironic where the Lake

Toba area is no less having abundant natural

resource assets but lacks in terms of management. In

this case, government support is very important.

Currently, tourism management in the Lake Toba

area needs intensive and professional improvement.

If you see the low quantity of visitors who travel to

the Lake Toba area, it is a challenge for the local

government of the Lake Toba Region to develop

existing tourism. Primadany's study (2013) states

that the tourism sector requires a strategy with a

planned or structured tourism development pattern

so that its potential can be optimally developed.

Regional potential is the most important asset to be

well explored, where the region has cultural and

natural resource advantages so that its charm can

make tourism the host in improving the economy.

Regional potential can be a major success

indicator in implementing a tourism management

strategy in the Lake Toba area. For example, the

cultivation of Samosir Coffee with a touch of

innovation can have a selling point, Ulos Tourism

with various types of Batak Ulos, Sipiso-Piso

Waterfall labeled the sixth highest waterfall in

Indonesia. Through the current tourism industry

management concept, it will change tourist attraction

supported by attractions and annual events that

entertain visitors (Nainggolan et al 2020). The

tourism sector has proven to be able to make a

significant contribution to the development of the

national economy as a foreign exchange earning

industry. Thus, management that does not abandon

local wisdom can indicate the construction of more

adequate facilities and infrastructure with the first

condition that it has the uniqueness or identity of the

area. Thirsty tourist spots provide security, comfort

and safety. The support of local government and

local communities is urgently needed. Several

elements that must be fulfilled as a tourist

destination include attractiveness, accessibility,

infrastructure, and community empowerment

(Subardin et al, 2010). If we look at the tourism

potential of the Lake Toba area which is not inferior

to other regions, but in fact they are faced with the

following problems (1) limited access with high

costs, (2) less innovative product packaging, (3) the

limitation of information technology support, and (4)

the synergy between the government and tourism

stakeholders is still limited.

Limited information about tourist attractions

makes the Lake Toba area minimal visitors. This

means that the problems faced by the Lake Toba

area are not easy matters to solve. There are many

things that need to be addressed, starting from

infrastructure, tourism promotion systems,

community education, which are challenges to

promote tourism in the Lake Toba area (Nurhayati

dan Ristanto, 2017).

In theory, regions that have large natural

resources are capable of becoming developed

regions accompanied by high quality human

resources. The above problems are also related to

regional development (regional autonomy). The

development of an area needs to be carried out

continuously and continuously. This involves

various potential resources that are owned and can

contribute to the development of the surrounding

areas. Potentials that can be used as a source of

development include natural resources, human

resources and cultural resources. Tourism has an

impact on foreign exchange earnings, government

revenue, prices, distribution of benefits / benefits,

employment opportunities, ownership and control

(Pitana and Diarta 2009). Based on the results of the

study on the positive impact of the Marobo "hot

spring" tourist attraction with the existence of

tourism activities, employment for local

communities will be created and development will

increase and automatically increase community

income (Pieda & Anom, 2019). This impact is used

as a thought to create a flow for tourism

development in the Lake Toba area.

Basically, tourism in the Lake Toba area there

are several spots to visit such as Ulos Village,

Parapat with beautiful panoramas, sipiso-piso with

waterfalls and cultural potentials that are usually

displayed at the Lake Toba Festival. Several other

tourism activities in the form of trekking, hiking,

hunting, and adventure are also available. The types

of tourism can increase, depending on the conditions

and situation of the development of the world of

tourism in a region. This is related to the creativity

of professional experts working in the tourism

industry. The more creative and the more ideas one

has, the more forms and types of tourism created for

the advancement of the tourism industry will

increase. The tourism development of the Lake Area

needs to be considered considering the fact that the

cultural diversity in the Lake Toba area is not yet

optimal and has not been known publicly

Tourism Development Strategy for the Lake Toba Area

639

Tourism development must be carried out

through: a. Promotion in the form of marketing

efforts that must be carried out in an integrated

manner both at home and abroad; b. Accessibility as

an important aspect regarding cross-sector

development, and; c. Tourism area. These three

things are solutions in developing aspects of tourism

in Indonesia (Suswantoro 2004).

Suwantoro (2004) defines tourism as a change in

a person's temporary residence for a reason and not

to carry out activities that generate wages. That is,

tourism activities are activities that are carried out

outside of daily routine. As Law No.10 / 2009 on

Tourism explains, tourism is a form of industry that

grows, develops, and has prospects as new

opportunities for the development of tourism

businesses and other sectors related to tourism,

namely businesses that provide facilities and

services for tourists' needs. Potential businesses to

be developed include travel tours such as tour

services, accommodation business travel agencies

such as hotels, home stays and other types of

accommodation, restaurants, entertainment,

impresariat services, banking, foreign exchange, and

other unique tourist attraction businesses. Emphasis

on tourism development can be owned and managed

by the community, entrepreneurs, and the

government in the form of independent business

management and cooperative management (between

owners and management of various parties or

stakeholders) which in turn provide prospects for the

development of the regional economy with the aim

of making the community prosperous.

Public policy in tourism will also be determined

by the political environment (Pathurrahman, 2015, p.

31). Policy performance will be influenced by the

political context in which the policy is implemented.

A policy environment such as political turmoil will

influence and force public policy actors to respond

by including it as the government's agenda and then

carrying out public policy to solve the problems

concerned.

For this reason, this study will review tourism

development strategies in the Lake Toba area by

looking at the aspects of weakness, strength,

opportunity and threat. This study is different from

others, especially in terms of how to develop the

tourism potential of the Lake Toba area through a

development strategy based on local wisdom. The

uniqueness of this study is the author's courage to

raise the strengthening of the tourism sector not only

from the level of regulation, but how the Lake Toba

area can create innovation in the tourism sector

through strengthening tourism regulation and

management (Ismail et al, 2020). The purpose of this

study is to identify tourism development strategies in

the Lake Toba area.

2 METHOD

This research method is descriptive analysis with a

qualitative approach. Tourism potential in the Lake

Toba area including strengths, weaknesses,

opportunities and threats are evaluated and identified

for further use to create tourism development

schemes. The data collection technique was carried

out by observing the tourism point, interviews (when

the FGD took place around the Lake Toba tourism

object with a total of 40 respondents involved

consisting of 10 academics from universities, 10

people from local governments, and 20 speakers

from the local government. which manages tourism

around Lake Toba.In addition, secondary data is also

obtained from the internet site, library and the results

of previous studies as explained in the background

of the problem and discussion in this study.

The data analysis technique used is the SWOT

analysis. In theory, SWOT is an acronym of

strengths, weaknesses, opportunities, and threats,

where SWOT is used as a model in analyzing an

organization that is profit and non-profit oriented

with the main objective of knowing the situation.

The organization more comprehensively

(Fahmi&Yunus, 2013). In this case the strengths,

weaknesses, opportunities and threats encountered

are evaluated. This analysis puts situations and

conditions as input factors, then grouped them

according to SWOT (See Atmoko, 2014).

Furthermore, from the results of the mapping, the

flow of tourism development based on the

development strategy was carried out. The flow of

tourism is more emphasized on regulatory and

management aspects.

3 RESULTS

Tourism potential is all objects (natural, cultural,

artificial) that require a lot of handling in order to

provide an attractive value for tourists. Exploration

of potential starts from exploring the advantages that

can be developed. For example, the Lake Toba area

as a coffee producer, how to make coffee in the Lake

Toba area different from other areas. The meaning is

that the excellence of the Lake Toba area is very

important to be discussed and known to the public.

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640

Management to develop the potential for tourism

objects is a big agenda, which creates tourism in

accordance with community expectations, namely

safe, comfortable and inexpensive.

In principle, the contribution of the tourism

sector to the economy of the Lake Toba area is still

low compared to its tourism potential. Foreign and

domestic tourists visiting Lake Toba are still very

low. One of the causes of the insignificant increase

in the number of visits is constrained by

transportation costs which are difficult to reach

tourist sites and also unsupported infrastructure. The

consideration of supporting facilities and tourism

management factors is one of the obstacles for

tourists visiting Lake Toba (Prakoso, 2015). Based

on comparative data on tourist visits from year to

year as well as the guests average staying can be

seen in Figure 1.

Figure 1: Tourist visits from year to year as well as the

average number of guests staying (Central Bureau of

Statistics North Sumatra Province, 2018).

Tourist visits change every year. In 2015, visitors

experienced a very drastic drop to 546,699. Then in

2016 it has increased again by 900,570. For the

average length of touristsstay, the development

looks fluctuating because it had decreased in 2014.

Then in 2013 the average length of tourists stay was

2.46 days, down to 2.14 days in 2014 with an

average growth of -3.30% per year.

Figure 2: The average guest stays around the Lake Toba

area (Central Bureau of Statistics North Sumatra Province,

2018).

Some of the factors that influence tourist visits

are facilities, government policies, tourism

promotion and innovation, cooperation with

stakeholders, and cooperation between regions.

Good management at each tourist attraction is

needed to identify and improve the quality of

facilities and infrastructure needed. By improving

the quality of facilities and infrastructure, it is hoped

that it can increase the flow of tourist visits so that

the tourism sector can contribute to improving the

community's economy. Basically, inadequate

facilities become a barrier for an area to progress. In

general, several things that have not run optimally

from tourism development include road access,

facilities, human resources, and tourism regulations

(Itamar et al., 2014). In addition, the development of

tourism destinations is still minimal due to a lack of

maintenance at any existing facilities, a lack of

education and training carried out for employees and

managers (Ervina, 2017). This confirms that the

facilities at the tourism location are one of the

attractions for visitors.

The local government policy for the Lake Toba

area has a very strong influence on the development

of regional tourism. For example, Primadany (2013)

says, Nganjuk Regency is experiencing tourism

constraints due to the absence of regional regulations

governing tourism development strategies in

Nganjuk Regency. Another example, Nurhadi,

Mardyono, and Rengu (2014) found three strategies

carried out by Mojokerto Regency in developing

tourism in the regions, namely tourism development,

tourism promotion, and tourism business

development. The confirmation of the results of the

study illustrates that local governments cannot

ignore tourism in their areas. Based on other

research results, the placement of development

priorities from the local government of the Lake

Toba region towards the tourism sector is still very

minimal, especially when compared to other fields

such as education and health. By not placing the

tourism sector as one of the main priorities for

regional development in the era of special

autonomy, it has made many program proposals that

have been planned to be difficult to realize. The very

small development priority carried out by Lake Toba

is a size and a problem, this is because in terms of

quantity the number of tourists visiting is very

minimal. As a result, tourism is not a priority scale

in the Lake Toba area. In fact, the priority scale is an

absolute necessity that must be taken in order to

accommodate the proposals that provide the most

benefits with the impact of the priority scale by

taking into account the specifications of potential

areas combined with the level of community needs,

as well as other considerations in terms of socio-

political, technological, participation and policy

aspects (TR01, 2019).

In addition, the Lake Toba area is constrained by

the tourism promotion system that is considered less

innovative. Weak promotion and innovation in

Tourism Development Strategy for the Lake Toba Area

641

tourism is due to the fact that tourism has not been

placed as one of the development priorities of the

regional government so that the budgeted funds are

still insufficient to develop tourism products to be

marketed or promoted. There are two tourism

potentials in Toba area, namely cultural potential

and natural potential that can be used as an

ecotourism attraction but there is still a lack of

promotion of potential. This means that tourism

promotion also absolutely includes the potential of

the region's mainstay (Prantawan and Sunarta, 2015;

Turnip et al, 2019).

Tourism promotion and innovation must be

supported by the availability of attractive facilities

and infrastructure in tourism objects, so as to

influence visitors to come. The implementation of a

tourism development strategy or program is a

description of the strategies for developing tourism

potential that have been implemented in the Lake

Toba area. The strategy is formed by utilizing

existing resources, funds / budget, and facilities and

infrastructure to carry out the development of

tourism potential. According to the opinion of a

respondent from the Tourism Office of the Lake

Toba area that the strategy has been carried out by

the Lake Toba area. More focused on two programs,

namely tourism destinations and marketing. The

planning and implementation of strategies or

programs that are carried out are affected by the

funds budgeted by the local government.

Local governments have begun to open up to

related stakeholders, such as opening

communication and involvement in the preparation

of tourism development programs and promotions as

well as preparing reliable human resources such as

travel agency facilities, hotels, and also with other

third parties. In tourism development efforts,

cooperation with various parties is required,

including with tourism stakeholders or stakeholders.

The role of business actors (government, society and

the private sector) needs to be optimized by making

policies that are able to increase these tourism

products. Tourism regulation is not only the

responsibility of local governments, but related

elements such as government, society and the

private sector are an inseparable link.

From the results of the interview, it was found

that the government must conserve and participate in

caring for the tourist sites visited in their respective

regions. A number of tourist objects need to be

reorganized such as Bukit Holbung, Tigaras,

Tongging, Samosir, Silalahi and others.

Access roads to a number of tourist attractions

must also be improved. The government has not

made the maximum preparation according to the

standards and needs as a tourist spot. This

affirmation is very important, considering that

tourism in Papua, although not included in planning

priorities, is very important to be part of maintaining

the sustainability of natural resources in the Lake

Toba area. The Regional Government must provide

full support and commitment to all developments

carried out by the Central Government in the related

tourism area. The sectoral ego and interest ego must

be put aside by placing the interests of society above

everything else. This is seen as a step to accelerate

tourism development in the Lake Toba area

(Haryanto, 2019). Thus the results of this study

identified the low quality of tourism in the Lake

Toba area due to a lack of development,

management and maintenance of tourism potential.

Limited tourism support facilities and infrastructure

are also the cause of the low quality of tourism.

Therefore, a more detailed strategy for developing

the tourism potential of the Lake Toba area is given

in Table 1.

Table 1: Internal and External Factors for the

Development of Natural Tourism Potential in the Lake

Toba Area.

Internal factors

Strength (S) Weakness (W)

Has natural tourism

potential

Lack of promotion of

tourist destinations

Availability of natural

tourism festivals

The unavailability of

the Regional Tourism

Master Plan for the Lake

Toba area

There are facilities and

infrastructure to support

tourist objects alam

unprofessional

Management of natural

attractions

External Factors

Opportunity (O) Threat (T)

Increasing number of

tourists

The fading of local culture /

wisdom values by external

cultures

Increased community

income

Increased migration to the

Lake Toba area

Increase in Local Own

Revenue

Public education has not

been maximal

In Table 1, all the factors that have been

determined as the basis for formulating a strategy for

developing natural tourism potential in the Lake

Toba area. Furthermore, a policy strategy with all

the main internal and external factors in Table 1

should be formulated. By using the main factors

such as strengths (S), weaknesses (W), opportunities

(O) and threats (T), the formulation of a policy

CESIT 2020 - International Conference on Culture Heritage, Education, Sustainable Tourism, and Innovation Technologies

642

strategy for developing natural tourism potential is

compiled into 4 strategies, namely SO, WO, ST, and

WT strategies such as in Table 2. In relation to Table

1, the SWOT analysis can be described as follows.

Table 2: SWOT Matrix for Tourism Development

Strategies in the Lake Toba Area.

INTERNAL

STRENGTH :

Has natural

tourism

potential

Availability of

natural tourism

festival

There are

facilities and

infrastructure to

support natural

attractions

WEAKNESS:

Lack of

promotion of

tourist

destinations

There is no

Master Plan for

Regional

Tourism in the

Lake Toba

Area.

Management of

natural

attractions is

not yet

professional

Eksternal

(OPORTUNITIES)

 Increasing

number of

tourists

 Increase in

community

income

Increase in

regional income

STRATEGY S-

O :

 Develop

and improve the

quality of

management of

natural tourism

products in a

professional

manner

Designing a

sustainable

management of

the annual

activities

STRATEGY

W-O :

 Increase

the quality and

quantity of

tourism

promotions

Encouraging

the

development of

potential

natural tourism

that can have an

economic

impact

(multiplier

effect)

(THREATS)

The fading of

local culture /

wisdom values by

external cultures;

Increased

migration to the

Lake Toba area

STRATEGY S

-T :

Maintain local

culture and

wisdom values;

Organizing

population data

related to

increasing

migration flows

STRATEGY

W-T :

Maintain the

potential of

natural tourism

so as not to

become extinct

/ damaged;

Creating a

sense of

security for

tourists

3.1 S - T Strategy (Strength and

Threat)

The strategy taken is to increase the quality and

quantity of tourism promotion. This strategy is

needed because of the strategic geographical

location of the Lake Toba area that can facilitate the

entry of tourists so that tourism promotion efforts

are needed as much as possible. Based on the

research results, the tourism promotion system in the

Lake Toba area is still limited to manufacturing.

Leaflets and booklets as well as participation in

cultural and tourism exhibitions at both the

provincial and national levels are part of the

promotion. Promotion efforts through information

technology have also been carried out, although

there are still some weaknesses in the use of

websites provided by the government. However, the

use of information technology has included

increasing tourism potential in the Lake Toba area

so that visitors can find out about the tourism

potential available. Respondents from the Tourism

Office emphasized that to fulfill these innovations it

is necessary to consider environmentally friendly

concepts such as the launching of green investments.

The next step is to encourage the development of

natural tourism potential that can have an economic

impact (multiplier effect). The strategy for

developing natural tourism potential is also directed

at managing tourism potential which has an

economic impact in the form of multiple effects. The

recipients of the impact are not only the community

managing tourist locations, but also other groups of

economic actors such as food sellers, souvenirs,

hotels, transportation services and so on.

3.2 S - T Strategy (Strength and

Threat)

The strategy that comes from these strenghts and

threats is a strategy that is created by using the

strength that comes from the internal environment to

overcome external threats in tourism development.

The strategy taken is to maintain the culture and

values of local wisdom, increase the number of

tourists and be balanced by preserving the cultural

values that exist in the community by maintaining

the value of local wisdom. This is necessary because

the influence of today's global culture is so strong

that if the local culture is not maintained it will

gradually disappear. For this reason, it is necessary

to have a strategy to maintain local culture so that it

is not lost through the implementation of sustainable

Tourism Development Strategy for the Lake Toba Area

643

cultural festival activities, which have so far been

limited

Organizing population data related to increasing

migration flows. The development of the tourism

sector in an area will certainly have an impact on the

flow of migration, for this reason it is necessary to

have a more stringent population data arrangement

for the entry and exit of the population. Without a

good arrangement, the stability of the life of the

people in the tourist areas has the potential to be

disrupted

3.3 W - T Strategy (Weakness-Threats)

Strategies that come from weakness and threats are

one of the ways created by minimizing weaknesses

that come from the internal environment and are also

used to avoid external threats in the development of

natural tourism potential. The strategies taken

include (i) maintaining and maintaining the potential

for natural tourism so that it does not become extinct

/ damaged, for example how to cultivate fish using

floating net cages needs to be stopped because it can

damage the natural ecosystem of the waters and

especially decrease the quality of water. Likewise

with hillside tourist attractions and around the lake

so that they are kept green so that they remain a

potential natural attraction.

(ii) Creating a sense of security for tourists. The

classic problem in the Lake Toba area is the safety

and comfort of the visitors, so a strategy is needed to

create a sense of security for tourists who want to

visit. Security posts at any certain point that can

monitor the activities of tourists who are visiting at

each tourist location at any time are needed. The

current condition does not yet have security posts at

every tourist location. Based on the SWOT analysis,

the flow of the tourism development strategy in the

Lake Toba area can be drawn as in Figure 3.

Figure 2: The flow of the tourism development strategy in

Lake Toba.

The flow of strategy development starts from

strengthening regulations in the tourism sector in the

Lake Toba Region. Although the Province of North

Sumatra already has Governor Regulation No. 43 of

2016 concerning the Organization and Work

Procedure of the Lake Toba Tourism Office, its

implementation in the Lake Toba area is still

constrained by tourism development. Strengthening

regulations is needed when a region is faced with a

policy that has many problems, which must be a

priority, and which requires regulatory support in it.

As with tourism problems in the Lake Toba area, it

requires strong regulatory support to develop

tourism so that it can compete with other regions.

This is understandable considering that the Governor

Regulation only explains the position of the

Organization and Work Procedure of the OPD

related and is not a regulation that contains elements

of tourism development in the Lake Toba Area in

particular. When compared with West Papua

Province, this area has made Regional Regulation

No.13 of 2013 concerning Tourism which covers

tourism businesses, community empowerment,

tourism development and others. From the two

locations, it is clear that differences in tourism

development are seen, even with strong regulations

affecting public trust. For example, Raja Ampat in

West Papua Province is much better known to the

public than tourism in the Lake Toba area.

Before developing tourism, it is necessary to pay

attention to local wisdom. This attitude becomes

important when local wisdom is still being

considered. This means that local wisdom and its

richness of regulations will provide signs for

domestic and foreign tourists to obey. Apart from

looking at regulations, tourism development cannot

be separated from tourism management, which is a

way to create a more professional tourism

management. Starting from attention to improving

tourism facilities and infrastructure, providing

human resources, as well as tourism promotion

efforts through the use of social media, electronic

media and mass media in increasing the climate of

visitor trust. Optimizing the preparation of facilities

and infrastructure to support tourism development is

needed (Hidayat, 2016; Turnip et al, 2019).

Moreover, innovation in the tourism sector has

also played a role in developing tourism in the Lake

Toba area. To realize the successful implementation

of innovation, good management is needed (Ratna

Sari, 2019). Management as a typical process

consists of planning, organizing, mobilizing and

controlling actions that are carried out to determine

and achieve predetermined goals through the use of

human resources and other sources. The innovation

aspect plays a role in showing the novelty side. The

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changes that occur can at least have the

characteristics of the Lake Toba area. Especially in

terms of tourism promotion, the data that needs to be

displayed and the information that needs to be

conveyed is part of tourism development without

leaving the existing local culture.

Environmental arrangement by creating parks is

not only a means of entertainment but also a means

of education for the local community. In addition,

the provision of land transportation to tourist

attractions requires cooperation with the

Transportation Agency. At least the means of

transportation can be accessed by visitors easily and

quickly. Socialization through mass / electronic

media, social media related to the advantages of

tourism in the Lake Toba area, empowering MSMEs

around tourist objects such as working with

craftsmen. OPD can provide training to craftsmen or

business owners regarding how to package

processed products properly, marketing strategies

that attract visitors and business owners do not

hesitate to coordinate with related regional officials.

4 CONCLUSIONS

Management of tourism potential in the Lake Toba

area is generally still traditional and is carried out

directly by the community who owns customary

rights over the land which is the tourist location. The

lack of the government role and the private sector,

especially investors in supporting the development

of tourism potential in the Lake Toba area, is

indicated by the unavailability of the Lake Toba

Master Plan as a basic concept for tourism

development. Organizing annual tourism promotions

through natural and cultural tourism fetival activities

is impressed only as routine activities from year to

year without any innovation such that it does not

have a significant impact on improving the welfare

of the people who live around the object area.

For the development of tourism in the Lake Toba

area, the following matters need to be carried out:

(1) Develop and improve the quality of management

of natural tourism products in a professional manner

through the implementation of replication of tourism

innovations from other regions, (2) Designing the

management of annual sustainable natural tourism

festivals . (3) Increasing the quality and quantity of

tourism promotion through the role of social media /

mass media / electronic media, (4) Encouraging the

development of natural tourism potential to have an

economic impact (multiplier effect) such as

developing MSMEs around tourist sites, (5)

Maintaining cultural elements and local wisdom

values such as building a museum for the historical

heritage of the Lake Toba area, (7) Creating a sense

of security, comfort and convenience for tourists

visiting the Lake Toba area, such as providing

transportation that connects tourist attractions, and

(8) preparing a Governor Regulation about tourism

in which there is a tourism management

development context.

ACKNOWLEDGMENT

This research was supported by Department of

Electrical Engineering and Department of

Agribusiness, Faculty of Agriculture, Universitas

Padjadjaran, and Toba Research Center, Indonesia.

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