Analisis Pengembangan Wisata dan Branding Wisata Terhadap Occupancy

Abstract

Tourism development is a crucial factor in attracting tourist visits, while tourism branding helps build a positive image and strong destination identity. The research method used is a descriptive qualitative approach, with data collected through observation, in-depth interviews, and documentation involving the hotel owner, manager, and staff. This study aims to analyze tourism development and tourism branding in relation to the occupancy rate at Raja Hotel Samosir Parbaba. The results of the study show that tourism development around Pantai Pasir Putih Parbaba has made a positive contribution to increasing the hotel's occupancy rate, particularly through infrastructure improvements and the enhancement of local attractions. Meanwhile, the tourism branding strategy implemented by the hotel— highlighting Batak local culture, digital promotion, and local wisdom-based hospitality experiences—has successfully created a distinctive appeal for tourists. The combination of tourism development and branding synergistically improves hotel occupancy, especially during holiday seasons and local events. This study concludes that integrated tourism development and branding not only influence the increase in the number of visitors but also strengthen the hotel’s position in the tourism industry. Therefore, sustainable tourism development efforts and appropriate branding strategies are essential to enhance the competitiveness of the hotel and the hospitality sector in tourist areas.