Good relationship with stakeholders

Oct 13, 2025 by wbrum.org 101 views

Introduction

Tourism is a vital sector in the economy, and for that, there needs to be an effective marketing strategy. In South Tapanuli Regency, the Department of Youth, Sports and Tourism has a great responsibility in the development of the tourism sector. As a newly developed tourist attraction, Lake Siais has significant potential, but until now it is still neglected in terms of development and use. Data shows that in 2011, the number of Lake Siais visitors only reached 2,500 people, which reflect the need for improvements in marketing strategies to attract more tourists.

The Department of Youth, Sports and Tourism of South Tapanuli Regency has a crucial role in promoting and developing the tourism sector in the region. However, the lack of effective marketing strategies has hindered the growth of tourism in Lake Siais. This study aims to analyze the development and marketing strategy of Lake Siais tourism object in attracting tourist visits. The study uses a descriptive analysis approach with a case study supported by a survey. The analysis method used is SWOT analysis with a SWOT matrix, while the sampling technique is carried out with accidental sampling, which produces 97 respondents according to the Slovin formula.

Methodology

This study uses a descriptive analysis approach with a case study supported by a survey. The analysis method used is SWOT analysis with a SWOT matrix, while the sampling technique is carried out with accidental sampling, which produces 97 respondents according to the Slovin formula. The study aims to provide an explanation of the conditions of development and marketing of attractions in Lake Siais.

The data collection method used in this study is a survey, which is distributed to 97 respondents. The survey questions are designed to gather information about the marketing mix indicators, internal and external factors, and the current situation of Lake Siais tourism object.

Findings and Analysis

The results of the study show that the marketing mix indicator that has the lowest value in attracting visitors is as follows:

Products: 2.52
Promotion: 2.38
Place (place): 2.05
Process: 2.68

From this value, it appears that the aspect of "place" is the biggest challenge in attracting tourists. Inadequate infrastructure and difficult accessibility are factors that need to be overcome so that the lake can be more attractive.

The weighted value of 2.4 on the IFE matrix shows that the Department of Youth, Sports and Tourism of South Tapanuli Regency is below the average in internal power to deal with existing weaknesses. This indicates the need for strengthening in terms of resources, promotions, and management of tourism products.

Conversely, the weighted value of 2.8 on the EFE matrix shows that the Department of Youth, Sports and Tourism has shown performance above average in utilizing existing opportunities and avoiding threats from the external environment. This implies that there is an awareness to adapt and innovate in facing challenges in the tourism industry.

SWOT Analysis

The SWOT analysis is a tool used to identify the strengths, weaknesses, opportunities, and threats of an organization. In this study, the SWOT analysis is used to identify the internal and external factors that affect the development and marketing strategy of Lake Siais tourism object.

The strengths of the Department of Youth, Sports and Tourism of South Tapanuli Regency are:

Strong leadership: The department has a strong leadership that is committed to promoting and developing the tourism sector in the region.
Good relationship with stakeholders: The department has a good relationship with stakeholders, including local communities, private sector, and government agencies.
Availability of resources: The department has the availability of resources, including human resources, financial resources, and infrastructure.

The weaknesses of the Department of Youth, Sports and Tourism of South Tapanuli Regency are:

Limited budget: The department has a limited budget that hinders the development and marketing of tourism in Lake Siais.
Inadequate infrastructure: The department has inadequate infrastructure, including roads, transportation, and accommodation facilities.
Lack of marketing skills: The department lacks marketing skills and expertise to promote and develop the tourism sector in the region.

The opportunities of the Department of Youth, Sports and Tourism of South Tapanuli Regency are:

Growing demand for tourism: The demand for tourism is growing, and the department can capitalize on this trend to promote and develop the tourism sector in the region.
Availability of natural resources: The region has abundant natural resources, including lakes, forests, and wildlife, that can be developed into tourist attractions.
Government support: The government is supportive of the tourism sector, and the department can leverage this support to promote and develop the tourism sector in the region.

The threats of the Department of Youth, Sports and Tourism of South Tapanuli Regency are:

Competition from other destinations: The region faces competition from other destinations, including national parks, beaches, and cities, that can attract tourists.
Economic downturn: The economic downturn can affect the tourism sector, and the department needs to be prepared to respond to this challenge.
Natural disasters: The region is prone to natural disasters, including floods, landslides, and earthquakes, that can affect the tourism sector.

Recommendation

Based on this analysis, there are several strategic steps that can be applied to increase tourist visits to Lake Siais:

Improvement of infrastructure: Improve road access and supporting facilities around Lake Siais to make it more easily accessible by tourists.
Effective promotion: Using social media and digital platforms to increase awareness of the existence of Siais lakes and various potentials offered.
Development of Tourism Products: Arranging attractive tour packages, such as outdoor activities, fishing, or camping to attract visitors.
Cooperation with the private sector: coordinating with the private sector for the development of facilities and broader promotions.

By implementing these strategies, Lake Siais is expected to maximize its tourism potential and increase the number of tourist visits, which in turn can have a positive impact on the local economy and improve the welfare of the surrounding community.

Conclusion

This study aims to analyze the development and marketing strategy of Lake Siais tourism object in attracting tourist visits. The study uses a descriptive analysis approach with a case study supported by a survey. The analysis method used is SWOT analysis with a SWOT matrix, while the sampling technique is carried out with accidental sampling, which produces 97 respondents according to the Slovin formula.

The results of the study show that the marketing mix indicator that has the lowest value in attracting visitors is the aspect of "place". Inadequate infrastructure and difficult accessibility are factors that need to be overcome so that the lake can be more attractive.

Based on this analysis, there are several strategic steps that can be applied to increase tourist visits to Lake Siais. By implementing these strategies, Lake Siais is expected to maximize its tourism potential and increase the number of tourist visits, which in turn can have a positive impact on the local economy and improve the welfare of the surrounding community.

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the development and marketing strategy of Lake Siais tourism object in attracting tourist visits.

Q: What methodology was used in this study?

A: This study uses a descriptive analysis approach with a case study supported by a survey. The analysis method used is SWOT analysis with a SWOT matrix, while the sampling technique is carried out with accidental sampling, which produces 97 respondents according to the Slovin formula.

Q: What are the strengths of the Department of Youth, Sports and Tourism of South Tapanuli Regency?

A: The strengths of the Department of Youth, Sports and Tourism of South Tapanuli Regency are:

Strong leadership: The department has a strong leadership that is committed to promoting and developing the tourism sector in the region.
Good relationship with stakeholders: The department has a good relationship with stakeholders, including local communities, private sector, and government agencies.
Availability of resources: The department has the availability of resources, including human resources, financial resources, and infrastructure.

Q: What are the weaknesses of the Department of Youth, Sports and Tourism of South Tapanuli Regency?

A: The weaknesses of the Department of Youth, Sports and Tourism of South Tapanuli Regency are:

Limited budget: The department has a limited budget that hinders the development and marketing of tourism in Lake Siais.
Inadequate infrastructure: The department has inadequate infrastructure, including roads, transportation, and accommodation facilities.
Lack of marketing skills: The department lacks marketing skills and expertise to promote and develop the tourism sector in the region.

Q: What are the opportunities of the Department of Youth, Sports and Tourism of South Tapanuli Regency?

A: The opportunities of the Department of Youth, Sports and Tourism of South Tapanuli Regency are:

Growing demand for tourism: The demand for tourism is growing, and the department can capitalize on this trend to promote and develop the tourism sector in the region.
Availability of natural resources: The region has abundant natural resources, including lakes, forests, and wildlife, that can be developed into tourist attractions.
Government support: The government is supportive of the tourism sector, and the department can leverage this support to promote and develop the tourism sector in the region.

Q: What are the threats of the Department of Youth, Sports and Tourism of South Tapanuli Regency?

A: The threats of the Department of Youth, Sports and Tourism of South Tapanuli Regency are:

Competition from other destinations: The region faces competition from other destinations, including national parks, beaches, and cities, that can attract tourists.
Economic downturn: The economic downturn can affect the tourism sector, and the department needs to be prepared to respond to this challenge.
Natural disasters: The region is prone to natural disasters, including floods, landslides, and earthquakes, that can affect the tourism sector.

Q: What are the recommendations for the Department of Youth, Sports and Tourism of South Tapanuli Regency?

A: Based on this analysis, there are several strategic steps that can be applied to increase tourist visits to Lake Siais:

Improvement of infrastructure: Improve road access and supporting facilities around Lake Siais to make it more easily accessible by tourists.
Effective promotion: Using social media and digital platforms to increase awareness of the existence of Siais lakes and various potentials offered.
Development of Tourism Products: Arranging attractive tour packages, such as outdoor activities, fishing, or camping to attract visitors.
Cooperation with the private sector: coordinating with the private sector for the development of facilities and broader promotions.

Q: What is the expected outcome of this study?

A: By implementing these strategies, Lake Siais is expected to maximize its tourism potential and increase the number of tourist visits, which in turn can have a positive impact on the local economy and improve the welfare of the surrounding community.

Q: What are the limitations of this study?

A: The limitations of this study are:

Limited sample size: The study only surveyed 97 respondents, which may not be representative of the entire population.
Limited data collection: The study only collected data from a single source, which may not provide a comprehensive understanding of the issue.
Limited analysis: The study only analyzed the data using a SWOT analysis, which may not provide a complete understanding of the issue.

Q: What are the implications of this study?

A: The implications of this study are:

Improved understanding of the development and marketing strategy of Lake Siais tourism object: The study provides a better understanding of the strengths, weaknesses, opportunities, and threats of the Department of Youth, Sports and Tourism of South Tapanuli Regency.
Identification of strategic steps to increase tourist visits: The study identifies several strategic steps that can be applied to increase tourist visits to Lake Siais.
Positive impact on the local economy and community: The study is expected to have a positive impact on the local economy and community by increasing tourist visits and promoting the development of the tourism sector in the region.