Strategi Divisi Pemasaran Nusantara Badan Pelaksana Otorita Danau Toba (BPODT) Dalam Mempromosikan Toba Caldera Resort

Abstract

Lake Toba is one of the best tourist destinations in Indonesia that has great potential as a National Tourism Strategic Area, As part of the effort to strengthen the competitiveness of national tourism, BPODT focuses on destination development, tourism industry, marketing and human resources in the Lake Toba region One of the flagship products developed is The Caldera Toba Nomadic Escape (Toba Kaldera Resort), located in the authoritative zone of Lake Toba. This resort is one of the important media in marketing and development of tourism around Lake Toba. This research aims to explore how the BPODT Archipelago Marketing Division promotes Toba Caldera Resort as the main tourist spot in the Lake Toba area. BPODT serves as an institution that regulates the tourism area of Lake Toba and has a significant role in the development of integrated and sustainable tourism. The methods applied in this study are qualitative descriptive with data collection techniques through interviews, observations, and documentation. The sources in this study included Head of the Marketing Division of the archipelago and staff members of BPODT. The findings of this study indicate that BPODT's marketing strategy includes the use of social media, cultural and entertainment events, and strengthening its brand identity with strong visuals and an ecotourism narrative that emphasizes local Batak wisdom. This strategy has been successful in increasing tourist visits, especially among the younger generation, thereby empowering local businesses.