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EAJ Vol 1 No 2 Economics and Accounting Journal Vol.1, No.2, May 2018 THE STRATEGIC MANAGEMENT OF LAKE TOBA DEVELOPMENT Posma Sariguna Johnson Kennedy Christian University of Indonesia [email protected] Abstract To fulfill Sustainable Development Goals which is a document that become a reference in the framework of development in the world, one of the goals is the suistainable tourism issue for welfare. The government wants to make Lake Toba as one of the priority tourist destinations. Lake Toba with the beauty of the largest volcanic caldera in the world can invite demand for both domestic and foreign tourists. It is important to improve the environmental condition of the lake itself and how the infrastructure to reach the tourist destinations. The main purpose of this paper is to analyze the strategic management of Lake Toba development. The research method used is qualitative method. The government wants the best strategy with various implementations to prepare Lake Toba as a world tourism destination. Key Words: Lake Toba, Strategic Management, Tourism Destination. 1. INTRODUCTION which was filled with a very large water Lake Toba has very high potential debit. The people of Sumatera Utara tourism. The main attraction is the lake consist of various ethnic groups such as itself. Lake Toba is expected to be a Melayu, Batak Karo, Batak Toba, world-class environmentally-friendly Mandailing Batak, Batak Angkola, Batak destination that focuses on its volcanic Simalungun, Batak Pakpak, Nias and heritage combined with Batak culture. In another ethnic groups Minangkabau, the middle of Lake Toba there is an Aceh, Jawa, etc). Population in Lake island called Samosir Island. Many Toba area is dominated by Batak Toba, things are popular in Samosir Island. Batak Karo, and Batak Simalungun. Among them are Chairman of Batu Raja Lake Toba is one of the pride Batak Siallagan, Tomb of King Sidabutar, Toba community that is very useful for Ambarita, Parbaba Beach, Gunung the source of life. [BPIW, 2015] Pusuk Buhit, there is also Tuktuk Village The main objective of this paper is as the main accommodation area.[BPIW, analyze the strategic to national tourism 2015] of Lake Toba to increase tourist visits, Lake Toba is a land that inhabited both domestic and foreign. This is by individuals and ethnic groups of because there is a desire of government Batak Toba, living at an altitude of 900 to create new tourist destinations such as m above sea level. This lake is formed Bali which has long been known by from eruption of volcanic mount. The international tourists, one of which is eruption had an impact sprayed the crater 138 Lake Toba to increase national income strategic planners set goals and make other than taxes. decisions. Some important steps are formulated: 1) Setting the vision, mission and objectives of the company; 2. LITERATURE REVIEW 2) Examining threats, opportunities strengths, and weaknesses (SWOT 2.1 Supply and Demand in Tourism analysis); 3) Consider alternative The function and the tourism strategies; 4) Choosing a Strategy; 5) system, consists demand or the market as Implementation of Strategy; 6) tourists who visit, and supply as a tourist Evaluation Strategy. destination itself. The demand and Vision is a desire for a condition in the supply of a tourism activity is a major future that will be in accordance with the force in tourism planning. The demand ideals of all company members. The and supply, as a market, determines what mission is a fundamental purpose that tourists want, the needs and ability of distinguishes a company from other tourists to pay. Market can be similar companies and that explains its categorized, but will change over time. operational coverage. Purpose is the Supply and demand must be developed, translation of the mission. To formulate a not only as a response from the market strategy, the most important step is to but also as one of the geography and conduct an environmental analysis. This management factors associated with the analysis covers the environment outside tourist destination. Planning in the the company (external environment) and tourism development should be able to the environment within the company run with both strengths in the same time. itself (internal environment). Both results There are two things that can be will be combined to get a picture of the offered to tourists, namely products and conditions that are being faced by the services. The tourism product is the company, and also will be faced in the overall coverage of a product that is future. From the external and internal destined for a person or consumed by a environment circumstances we know the person during a tourist activity. Service SWOT of the company. SWOT analysis is a service that tourists receive during a is a systematic way to identify internal tour. There are three basic components company factors based on the forming tourism products and tourist assumption that an effective strategy will destinations, namely tourist attraction, maximize the strengths and opportunities amenitas and accessibility. Attraction is and minimize the weaknesses and threat, an advantage that can be used to "sell" [Pearce and Robinson, 2014] the area to attract tourists to conduct From the SWOT analysis it can be tourism activities. Amenitas is a comfort determined the alternative strategies. In supported by various completeness of the implementation of the strategy. facilities and infrastructure supporting Strategies should be implemented in tourism activities. The availability of accordance with the stated goals and facilities and infrastructure of tourism plans. The implementation of the activities can affect the sustainability of strategy spells out more clearly how the tourism activities in an area.[Haynes, strategy choices are realized as planned. 2000] [David, 2017] The last stage is the evaluation to 2.2 Strategy Management as a Foun- see how far the results of the stages are dation for Planning going through, as well as the feedback in The process of strategy implementing the strategy management management is the way in which process. [Jauch and Glueck, 1988] 139 3. RESEARCH METHOD The Paper Research Method was Government of North Sumatra developed using descriptive qualitative Province wants to realize the vision: research literature research methods. "Realizing Lake Toba Area as the Water Secondary data are obtained from Source of People's Life, Kampung Central Bureau of Statistics of Samosir Center for Indigenous Batak Community District [BPS Kabupaten Toba Samosir. and Sustainable Tourism Area of the 2017], Regional Infrastructure World". The mission are: Realization of Development Board [BPIW, 2015], and the environment of Lake Toba Area; especially from Horwath HTL Tourism Realization of infrastructure Hotel Leisure Report under the title improvements in support of regional "Market Analysis and Demand development; Realization of Lake Toba Assessment of Lake Toba" [Howarth, as a world-class tourism area connected 2015]. This paper is in support of World with domestic and global tourism Bank Selection #1223583 as Howarth's market; Realization of region-based report in developing Lake Toba tourism commodity-based economy of superior destinations. Several field observations value added and able to compete in the are also conducted. Strategic global market; and Realization of local management of the development of this communities as the main actors in the Lake Toba destination uses the structure economic activities of the region. of thinking as shown below: [BPIW, 2015] The expected goal is the significant growth of visitors both by domestic and foreign tourists. Table 1. The Number of Visitors Growth 2015 2021 2026 2041 Foreig 116.85 264.65 58.709 81.070 ners 0 0 Domes 1.743. 2.041. 2.498. 3.083. tic 500 950 160 420 Figure 1: Strategic Management TOTA 1,802, 2,123, 2,615, 3,348, Source: from various sources L 209 020 010 070 Note: The number of visitors including 4. RESULT AND DISCUSSION day visitors and includes passengers on board. Here is the analyze of strategy 2016- 2027- 2022- 2026 management for planning the 2021 2041 development of Lake Toba tourism destination in determining the decision Foreigners 5.5% 7,6% 5,6% making. Domestic 2,7% 4,1% 1,4% 4.1 Vision of Lake Toba TOTAL 2,8% 4,3 % 1,7% Source: Horwath ( 2015) 140 Approximately, 90% of the population 4.2 Environmental Analysis of in 3 major tourism districts do not have Tourism Destination access to PDAM water supply. Water 4.2.1 Macro Environmental Analysis demand for tourism activities is smaller The Indonesian Government desire than 5% of total demand. About 20% of to increase significant revenue from the households in 3 major tourism districts tourism sector as non-oil revenues. Thus are not equipped with adequate established a program of tourism sanitation facilities. development with 10 priority objectives. Through the National Medium-Term 4.2.3 Demand Analysis Development Plan (RPJMN). A number The number of domestic visitors of objectives have been set up to enhance represents 92% of total visitors to Lake the role of tourism in the Indonesian Toba. Day visitors with an estimated economy. number of 483,000 visits by 2015. In 2015-2019, the Government and Visitors who live in non-commercial the Ministry of Tourism target the accommodation (friends and relatives) increase of international visitors from 9 with an estimated number of 598,000 million to 20 million, domestic visits visits by 2015. Visitors staying in from 250 million to 275 million, tourism commercial accommodation with an contribution to GDP from 4 percent to 8 estimated arrival amount of 662,500 by percent, tourist income from Rp120 2015. 95% of Indonesian domestic trillion to Rp240 trillion, Indonesia tourists come for holiday destinations. ranked in Tourism and Tourism Rank Their arrival increased in the last 5 years. from 70th place to 30th, and tourism The number of visitors to international sector workforce from 11 million to 13 tourists is still very limited, ie as many as million workers.
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