Promosi Pariwisata Budaya Batak Toba Melalui Media Film: Studi Kasus Film Tulang Belulang Tulang

Abstract

Cultural tourism has great potential to attract tourists by offering the richness of traditions, arts, and customs of a region. However, today’s younger generation is still less familiar with local cultures, including Batak Toba culture, thus requiring creative media to preserve and promote these cultural values more widely. One emerging phenomenon is the increasing use of films as a cultural promotion tool because they can convey cultural values visually and emotionally. This study aims to analyze the elements of Batak Toba culture presented in Tulang Belulang Tulang as a cultural tourism attraction and its contribution to cultural tourism promotion. This research used a descriptive qualitative method, with data collected through open-ended questionnaires distributed to viewers of the film. The results show that the film presents the Mangokal Holi traditional ceremony, traditional music (gondang), kinship structure through tarombo, as well as traditional language and clothing. These cultural representations were considered appealing and sparked respondents’ interest to learn more about Batak Toba culture, indicating the film’s potential as an effective cultural tourism promotion medium.