Analysis of Tourism Development Strategy in North Tapanuli District

as City of Tourism

Toman Sony Tambunan

Doctoral Student in Management Science, University of North Sumatera

Keywords: Strategy, Tourism Development of North Tapanuli Regency, City of Tourism

Abstract: North Tapanuli Regency is an area that has the potential to be developed as a Tourism City through the use

of various potential natural beauty and local wisdom, so as to increase regional income, improve the

economy of the community, grow the business sector, and introduce local cultural values. This paper aims

to analyze the strengths, weaknesses, opportunities and threats in the development of tourism in North

Tapanuli Regency as City of Tourism. Data collected through observation, interviews and literature studies.

Data analysis used qualitative descriptive analysis. The results of the data will be used to determine the

strengths, weaknesses, opportunities and threats of tourism objects in North Tapanuli Regency as City of

Tourism. The conclusion of this paper states that for the tourism development strategy of North Tapanuli

Regency as City of Tourism, including: First, by building various infrastructure facilities that support

tourism. Second, actively carrying out various events. Third, carry out promotions continuously. Fourth,

develop various tourism products. Fifth, involves the participation of the community and all interested

parties (stakeholders) in managing tourism objects. Sixth, improve the competence of human resources for

tourism actors.

1 INTRODUCTION

1.1 Backgorund

The tourism sector is considered important as an

increase in Regional Original Revenue for regions

that have good natural wealth potential, as well as in

general for the State. Tourism also contributes

positively to regional economic growth, increases in

people's income, increases opportunities in business,

increases the value of ownership of assets (such as:

the value of land), and is able to create employment

opportunities for local communities. Through

tourism as well, it will make the community more

concerned about the surrounding natural

environment, provide good motivation for the

community to maintain and preserve its cultural

values, provide opportunities for the community to

introduce their arts and culture, and improve social

welfare for the local community.

North Tapanuli Regency is a district located in

the administrative area of North Sumatra Province.

North Tapanuli Regency has the potential and

resources that can be developed as an area of natural

tourism, cultural tourism and spiritual tourism. The

potential of superior natural wealth owned by North

Tapanuli Regency has become an attraction for

tourists from local, domestic and overseas who want

to visit. Regency has natural wealth that can be

managed well as a natural tourist attraction.

1.2 Problem Formulation

a. What potential does North Tapanuli Regency

have as a natural tourist attraction, cultural

tourism and spiritual tourism?

b. How is the tourism development strategy of

North Tapanuli Regency as "City of Tourism”?

1.3 Purpose and Objectives

The purpose of this paper is to contribute ideas to all

parties regarding the tourism development strategy

of North Tapanuli Regency as "City of Tourism ".

The purpose of this paper is to find out the potential

of North Tapanuli Regency as a natural tourist

202

Tambunan, T.

Analysis of Tourism Development Strategy in North Tapanuli District as City of Tourism.

DOI: 10.5220/0009493802020207

In Proceedings of the 1st Unimed International Conference on Economics Education and Social Science (UNICEES 2018), pages 202-207

ISBN: 978-989-758-432-9

attraction, cultural tourism and spiritual tourism, as

well as establishing a strategy for tourism

development in North Tapanuli Regency.

2 THEORICAL DESCRIPTION

Hubeis and Najib (2008), write in his book that the

concepts of Strength, Weaknesses, Opportunities,

and Threats (SWOT) have a basic assumption that

the organization must align its internal activities

with external reality in order to achieve the stated

goals. Opportunities will not be meaningful when a

company is not able to utilize its resources to take

advantage of these opportunities. Furthermore, it

was written that the components of the SWOT

preparation were defined as follows:

a. Strength is the organizational resources or

capacity that can be used effectively to achieve

goals.

b. Weaknessesare limitations, tolerance, or

organizational defects that can hinder the

achievement of goals.

c. Opportunitiesare supportive situations in an

organization that are depicted from similar

tendencies or changes or views needed to

increase product / service demand and enable

the organization to increase its position through

supply activities.

d. Threatsare situations that do not support

obstacles, constraints or various other external

elements in the organizational environment that

have the potential to damage the strategies that

have been prepared so that they cause problems,

damage or errors.

The Power-Opportunity Strategy (SO-Strength

Opprotunities), uses the company's internal strength

to take advantage of external opportunities. Hunger

and Wheelen (2003), mention that SO Strategy by

thinking of certain ways that a company can use its

strengths to take advantage of the opportunities that

exist.

The Weaknesses Opportunities Strategy, aims to

increase internal weaknesses by taking advantage of

external opportunities. Hunger and Wheelen (2003),

stated that the WO strategy is to take advantage of

the opportunities that exist by overcoming various

company weaknesses.

Strength-Threat Strategy (ST-Strength Threats),

uses company strength to avoid or reduce external

threats. Hunger and Wheelen (2003) stated that the

ST strategy is a defensive strategy to minimize

weaknesses and avoid threats.

Weakness-Threat Strategy (WT-Weaknesses

Threats) is a defensive tactic carried out to reduce

internal weaknesses and avoid external threats.

Hubeis and Najib (2008), stated that the WT strategy

was a strategy to reduce weaknesses to minimize

existing threats.

3 RESEARCH METHOD

3.1 Research Sites

This research was carried out in North Tapanuli

Regency, North Sumatra Province.

3.2 The Scope of Research

The limitation of this writing problem only discusses

internal factors (strengths and weaknesses) as well

as external (opportunities and threats) of the tourism

potential of North Tapanuli Regency obtained

through the Preliminary Survey, Problem

Identification, Literature Study, Identification of

writing variables and Data Analysis. Limitation on

the problem under study is the potential in North

Tapanuli Regency which is related to the

development of regional tourism is the potential of

natural tourism, cultural tourism and spiritual

tourism. The potential possessed by North Tapanuli

Regency, including the natural beauty of the hills,

the relics of ancient tombs which are the spreaders

of Christianity (missionaries).

3.3 Method of Collecting Data

Data collection used in this study is by in-depth

interviews, direct observation (observation). As well

as Literature Study through the collection of

material, data and information from various

literatures such as books, journals, and articles

related to the issues discussed. And the discussion is

carried out in a descriptive analysis to explain

various things related to the title of the writing.

3.4 Data Analysis Method

Data analysis was carried out qualitatively.

Qualitative paradigm is a research paradigm that

emphasizes the understanding of problems in social

life based on holistic, complex and detailed reality

conditions. (Indriantoro and Supomo, 2002).

Qualitative research methods are research methods

based on the philosophy of postpositivism, used to

examine the condition of natural objects, where

researchers are key instruments, data collection

techniques are carried out jointly, data analysis is

inductive / qualitative and the results emphasize the

meaning rather than generalization. (Sugiyono,

2010).

Analysis of Tourism Development Strategy in North Tapanuli District as City of Tourism

203

4 RESULT AND DISCUSSIONS

4.1 General Condition of North Tapanuli

District

Geographical conditions North Tapanuli Regency is

located in the highland development region of North

Sumatra at an altitude between 300-1500 meters

above sea level, so as to provide beautiful scenery

and produce cool air. North Tapanuli Regency is

directly adjacent to five regencies, namely, in the

north bordering Kabupaten Toba Samosir; in the east

bordering LabuhanBatu Regency; in the south

bordering South Tapanuli Regency; and on the West

bordering the HumbangHasundutan and Central

Tapanuli Regencies. The geographical and

astronomical location of North Tapanuli Regency is

very beneficial because it is in the crossing of

several regencies in North Sumatra Province. North

Tapanuli Regency consists of 15 Districts, namely

Tarutung, Sipoholon, Siborong-borong, Muara,

Pagaran, Parmonangan, Sipahutar, Pangaribuan,

Garoga, SiatasBarita, Pahae Jae, PahaeJulu,

Simangumban, PurbaTua, and Adiankoting.

4.2 SWOT Analysis of North Tapanuli

Regency Tourism Development

Based on descriptive data obtained by the method of

observation, interview and documentation search

results, the authors determine the object performance

score by means of judgment (judgment value.)

The rating scale for positive factors, namely

Strength and Opportunities is:

1 = Very Weak

2 = Weak

3 = Strong

4 = Very Strong

The rating scale for negative factors, namely

Weaknesses and Threats are:

1 = Very Strong

2 = Strong

3 = Weak

4 = Very Weak

Weights are determined based on how important

these factors are, which are according to the results

of a review of tourism theories. The total total

maximum weight value is 1 (one). To facilitate the

provision of values and weighting, the Internal Table

Factor Analysis Strategy (IFAS) and the External

Factor Analysis Strategy (EFAS) are:

The results of a study of the Internal Factor

Analysis Strategy (IFAS) on Lake Toba attractions

can be seen in Table 1, below:

Tabel 1: Internal Factor Analysis Strategy (IFAS)

No.

Strength (S) :

Score

Weight

Total

Panorama of natural

beauty on

attractions.

0,2

0,8

Beautiful

atmosphere in

providing comfort.

0,2

0,8

Cool air condition.

0,2

0,8

Close to

international

airports.

0,15

0,6

Availability of

transportation to get

to tourist

attractions.

0,15

0,6

Cultural uniqueness

that can be added

value in supporting

tourism programs.

0,2

0,8

Total Strength

4,4

No.

Weakness (W) :

Score

Weight

Total

Lack of cultural arts

events on a regular

basis.

0,4

0,8

Limited funding for

tourism

development.

0,3

0,6

There are still a lot

of people doing fish

breeding in the lake

area.

0,3

0,6

There are still many

people who dispose

of household /

livestock waste into

the lake area.

0,4

0,8

Lack of good

infrastructure in the

tourist area.

0,3

0,9

Total of Weakness

3,7

Total (difference:

S-W)

0,7

The strength mentioned above is a supporting

factor in the development of tourism in North

Tapanuli Regency as City Tour. The Weakness

mentioned above, can be resolved with the policy of

determining an efficient and effective management

strategy by the Government by involving

community participation.

The results of the study of the External Factor

Analysis Strategy (EFAS) on the development of

tourism in North Tapanuli Regency as City of

Tourism can be seen in Table 2, below:

Tabel 2: External Factor Analysis Strategy (EFAS)

No.

Opportunities (O) :

Score

Weight

Total

The Central Government

plans to develop Lake

0,15

0,6

UNICEES 2018 - Unimed International Conference on Economics Education and Social Science

204

Toba Tourism Area as a

National Tourism

Strategic Area.

The Government's goal is

to make Lake Toba an

international tourist

destination.

0,1

0,3

Tourism has been

established in North

Tapanuli Regency as a

strategic tourism

destination.

0,1

0,4

The tourism sector of

North Tapanuli Regency

can create jobs; and grow

small and medium

businesses.

0,2

0,8

The need for tourism for

each individual is quite

high.

0,15

0,6

The tourism marketing

concept of North Tapanuli

Regency has been

supported by a complete

promotional media and

technology.

0,15

0,6

Total of Opportunities

3,3

No.

Threats (T) :

Score

Weight

Total

Environmental damage

due to community

exploitation.

0,5

Lack of public awareness

in maintaining the

cleanliness of water in the

Lake Toba area, which in

this case is around the

object of Muara Beach.

0,5

Community income still

depends on the

availability of natural

resources around the Lake

Toba area, so that the

potential to utilize natural

resources to meet the

needs of the community.

0,4

0,8

Total of Threats

2,8

Total (different: O-T)

0,5

So, the internal factor evaluation value is 0.7; while

the evaluation of external factors is 0,5.

Figure 1: SWOT Matrix

Based on the figure 1 above, it can be explained that

based on the weight and rating of each element in

the SWOT Matrix, it is known that the position of

Lake Toba tourist objects is in Quadrant I, namely

the Offensive Strategy Quadrant (Expansion) which

is located at the coordinate point (0.7; 0.5). This

position explains that the tourism object of North

Tapanuli Regency as a Tourist City in the 'Strong

Internal and External Conditions', where with this

condition the tourism object of North Tapanuli

Regency has a good opportunity to be developed

into an area of Nature Tourism, Cultural Tourism

and Spiritual Tourism, which supported by various

elements of strength and opportunity, and strives to

minimize weaknesses and threats.

4.3. Tourism Development Strategy for

North Tapanuly Regency Through

SWOT Analysis

Based on the results of a SWOT analysis of tourism

in North Tapanuli Regency as the Tourism City

mentioned above, the authors try to describe some

strategies that need to be established for tourism

development in North Tapanuli Regency as a City of

Tourism through SWOT Analysis, namely:

1. SO (Strength and Opportunities) Strategy,

which is a strategy that optimizes Strength to

utilize Opportunities. The form of the SO

strategy is:

a. Growing Regional Tourism Core Competencies,

namely the excellence or uniqueness of

resources including natural resources and the

ability of an area in the tourism sector to build

competitiveness in order to develop the regional

economy towards independence. The target of

the development of the tourism sector in North

Tapanuli Regency as City of Tourism, among

others are: First, Utilizing resources, including

the natural resources owned by the region

optimally. Second, Increasing regional

competitiveness based on the superiority of the

regions they have. Third, Increase added value

along the flagship commodity tourism chain.

Fourth, Building the uniqueness of the region.

b. Build and improve facilities and infrastructure

to support comfort and safety. The availability

of good tourism accessibility is the most

important element in shaping the quality of

tourism products as a whole.

c. Building Facilities and Accommodation

Tourism that is comfortable, quality, provides

good service, and sanitation is good. The

facilities and accommodations referred to above

are hotels, villas, retail centers and hospitals that

have the best facilities. Strived to design the

tourism concept of North Tapanuli Regency as

an integrated tourism and economic area.

Analysis of Tourism Development Strategy in North Tapanuli District as City of Tourism

205

d. Adding international-standard "SILANGIT"

airport flight routes owned by North Tapanuli

Regency. The increasing number of direct flight

routes from Silangit airport is expected to

increase the number of domestic and

international tourists. At present, SILANGIT

International Airport, has opened various

domestic and international flights. To facilitate

and shorten the distance traveled by tourists, it

is necessary to add an airport that is closer to

tourism objects in North Tapanuli Regency.

Table 4: Silangit International Airport Flight

Routes

No.

Flight Route

Aircraft

Type

Start

Operating

Silangit –

Medan

Silangit –

Batam

Silangit –

Jakarta

Silangit –

Jakarta

Silangit –

Medan

Silangit –

BandaraSoeta

Silangit – Halim

PerdanaKesuma

Silangit –

Singapore

Silangit -

Malaysia

Commercial

Aircraft Susi

Air

Wings Air

Sriwijayatype

757-500

Garuda type

CRJ-1000

Garuda type

ATR 72-500

Batik Airbus

Citilink

Garuda CRJ

Garuda

In 2006

In 2016

In 2015

In 2016

Desember

2017

September

2017

In 2017

Januari

2018

e. Increase annual routine events / events such as

cultural parties, folk parties, music festivals and

various national and international sports

activities. This activity aims to maintain and

promote the natural, cultural and customs

potential of North Tapanuli Regency.

f. Maintain the values of local wisdom that apply

in people's lives, so that it can be a selling point

in supporting various cultural parties and party

events.

g. Inviting people in North Tapanuli Regency to

routinely carry out cultural performances.

2. WO (Weakness and Opportunities) Strategy,

which is a strategy that minimizes Weakness by

utilizing opportunities (Opportunities). The

form of the WO strategy is:

a. Build good facilities and infrastructure to attract

tourists.

b. Utilizing and managing more professional and

well-organized tourism objects. So that it can

guarantee the quality of tourism products and

services.

c. Conduct continuous tourism promotion or

marketing of tourism objects in North Tapanuli

Regency, both domestically and abroad.

Promotions are carried out both in the form of

promotions in print and electronic media. The

purpose of this promotion is: First, introducing

various potentials owned by North Tapanuli

Regency. Second, looking for potential new

consumer opportunities abroad. Third, maintain

the loyalty of consumers (tourists) who have

come to tour tourism objects in North Tapanuli

Regency.

d. Organize, maintain, and preserve the

environment around tourist attractions so that

the environment of the tourist area is maintained

its cleanliness, coolness and beauty.

e. Improving coordination with investors. That is,

the Government must be able to establish

cooperation with the investors (investors) both

from domestic and abroad to want to invest

(invest) in supporting the development and

development of tourism in North Tapanuli

Regency in a sustainable manner.

f. Improve coordination and cooperation with

tourism institutions. The government needs to

hold meetings in the form of "Community

Tourism Business Forum" to the existing actors

or tourism institutions as well as tourism

management institutions from domestic and

abroad.

g. Empowering, counseling and training elements

of the community, in order to foster and

increase awareness and important role of the

community in the tourism sector.

3. ST (Strength and Threats) Strategy, namely a

strategy that uses Strength to overcome Threats.

The form of the ST strategy is:

a. Creating Geological Based Educative Tourism

(Geotourism). That is, the Government and the

local community must be able to make tourism

in North Tapanuli Regency a geological based

tourism area. The North Tapanuli area is

endeavored to become a research laboratory to

research or recognize various types of plants,

animal, rocks, moisture content, chemical

elements, and so on.

b. Creating Smart Environment-based Education,

which is an environmental education program

that refers to the concept of green economy.

c. Carrying out education based on local wisdom,

namely education that utilizes regional

superiority or value in terms of economic,

cultural, language, information and

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206

communication technology, ecology, and

others.

d. Conduct reforestation activities or re-plant trees

for natural, water and forest areas that have

experienced environmental damage.

e. Create programs and facilities that can

guarantee safety, security and comfort for

tourists visiting.

f. Manage tourism objects that are better and more

professional, so as to create an impression and a

good travel experience from tourists.

4. WT (Weakness and Threats)Strategy, which is a

strategy that minimizes Weakness and avoids

Threats. The form of the WT strategy is:

a. Improving the quality of human resources, both

for the community, stakeholders, stakeholders,

and the Regional Government, so as to create

skilled and competent personnel to support the

improvement of the tourism sector.

b. Manage tourist destinations that are more

professional and quality, so as to increase the

number of tourist visitors in a sustainable

manner.

c. Increasing the special attraction for tourism

objects (differentiation), so as to give a different

impression or service than before.

d. Supervise, maintain and fix various supporting

facilities that already exist in tourist objects.

e. Maintaining the survival of natural resources

available in the tourist area.

f. Improve legal instruments for regulating the life

of a tourism industry that is conducive, safe,

comfortable and fair.

5 CONCLUSION

Based on the results of the discussion of this study, it

was concluded that for tourism development

strategies in North Tapanuli Regency as "City of

Tourism", both as Nature Tourism, Cultural Tourism

and Spiritual Tourism, including: First, by building

various infrastructure facilities that support tourism,

such as road access, transportation, and adequate

accommodation accommodation facilities. Secondly,

actively carrying out performances. Third, carry out

promotion of tourism objects on an ongoing basis to

foreign countries. Fourth, develop various tourism

products. Fifth, involves the participation of the

community and all parties interested in managing

tourism objects. Sixth, improve the competence of

human resources for tourism actors.

6 RECOMENDATIONS

North Tapanuli Regency has abundant natural

resource potential that can be utilized and managed

to support the tourism sector. The participation of all

parties (both the community, the Government,

Academics and tourism industry players) is needed

in realizing North Tapanuli Regency as a City of

Tourism, both as Nature Tourism, Cultural Tourism

and Spiritual Tourism. The role of the Government

is very large in managing and developing all tourism

objects to be better, professional and quality.

Besides that, there is also a change in mentality

(mindset) from all stakeholders supporting tourism

development.

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Hubeis, Musa dan Mukhamad Najib. (2008). Manajemen

Stratejik dalam Pengembangan Daya Saing

Organisasi. Jakarta. Penerbit:Elex Media

Komputindo.

Hunger, J. David dan Thomas L. Wheelen. (2003).

Management Strategis (terjemahan). Yogyakarta:

Penerbit Andi.

Indriantoro, Nurdan Bambang Supomo. (2002).

Metodologi Penelitian Bisnis untuk Akuntansi dan

Manajemen. Penerbit BPFE, Yogyakarta.

Sugiyono. (2010). Metode Penelitian Kuantitatif,

Kualitatif, R&D. Penerbit Alfabeta, Bandung.

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