Strategi Komunikasi Hubungan Masyarakat Badan Pelaksana Otorita Danau Toba dalam Meningkatkan Pengunjung Lokal dan Mancanegara untuk Berwisata ke Danau Toba Sumatera Utara Indonesia

Abstract

This research is entitled 'Public Relations Communication Strategy of the Lake Toba Authority Implementing Agency in Increasing Local and International Visitors to Travel to Lake Toba, North Sumatra, Indonesia'. The purpose of this research is to determine the public relations communication strategy carried out by the Lake Toba Authority Implementing Agency in increasing local and foreign visitors to travel to Lake Toba, North Sumatra, Indonesia as well as supporting and inhibiting factors for public relations communication strategies in increasing local and foreign tourist visitors. In this research, researchers used Communication Strategy theory and Public Relations (PR) theory. Researchers used a qualitative approach with descriptive methods. Data collection techniques were carried out using in-depth interviews, literature studies and documentation. There were five informants in this research, of which four main informants were employees of the Lake Toba Authority Implementing Agency and one person was a triangulation informant, namely an accessories trader in Parapat, Lake Toba who had direct contact with local and foreign tourists. The results of the research show that the communication strategy used by BPODT is focused on social media, supporting factors. The public relations communication strategy of the Lake Toba Authority Implementing Agency is social media and the internet which results in the exchange of information taking place quickly and precisely, thereby increasing the number of local and foreign visitors. Meanwhile, the obstacles faced by the public relations of the Lake Toba Authority Implementing Agency lie in the literacy of the community around Lake Toba, resulting in delays in the communication process.