Omni-Channel Marketing Strategy for Lake Toba Indonesia Tourist Destinations in Attracting Foreign Tourists
DOI:
https://doi.org/10.61194/economics.v2i3.203Keywords:
Lake Toba, Omni-Channel Marketing, International Tourism, Marketing Strategy, Digital TechnologyAbstract
Lake Toba in North Sumatra, Indonesia, is a region of significant potential for attracting international tourists due to its exceptional natural beauty and cultural richness. However, the current influx of foreign visitors remains low compared to other leading tourist destinations in Indonesia. This research investigates the development and implementation of an omni-channel marketing strategy aimed at enhancing Lake Toba's appeal to international travelers. The study employs a mixed-methods approach, combining qualitative interviews with key stakeholders in the tourism industry and quantitative analysis of tourist behavior data. Key challenges identified include inadequate infrastructure, insufficient promotional efforts, and intense global competition. The research proposes strategies that integrate digital and physical marketing channels, personalize content to meet diverse traveler preferences, and leverage advanced technologies such as artificial intelligence (AI) and virtual reality (VR). The findings suggest that an omni-channel approach can create a more cohesive and engaging tourist experience, thereby increasing Lake Toba's competitiveness in the global market. The research also highlights the broader implications for digital transformation in Indonesia's tourism sector and suggests directions for future studies focused on long-term impacts and scalability of omni-channel strategies.
References
Ardon Marbun, Juliater Simarmata (2024), Determinants of Lake Toba Tourism Selling ValueDOI: https://doi.org/10.31933/dijdbm.v5i3.2473
Brown, L., & Lee, S. (2021). Challenges in Implementing Omni-Channel Strategies in Emerging Destinations. Tourism Management, 82, 104-119.
Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2020). Competing in the Age of Omni-Channel Retailing. MIT Sloan Management Review, 56(4), 23-29. https://sloanreview.mit.edu/article/competing-in-the-age-of-omni-channel-retailing/
Buhalis, D., & Sinarta, Y. (2019). Real-time context-aware tourism marketing: A case study of smart destinations. Journal of Tourism Management, 74, 197-210. https://doi.org/10.1016/j.tourman.2019.02.010 DOI: https://doi.org/10.1016/j.tourman.2019.02.010
Chen, C., Lee, C., & Lu, M. (2021). The role of omni-channel marketing in enhancing customer engagement and satisfaction. Journal of Marketing Theory and Practice, 29(3), 345-360.
Chen, X., Li, Y., & Zhao, H. (2021). Omni-channel marketing strategies in tourism: Challenges and opportunities. Journal of Travel Research, 60(5), 1023-1042. https://doi.org/10.1177/0047287520982387
Firoiu, et al (2019), Achieving Sustainable Development Goals (SDG): Implementation of the 2030 Agenda in Romania. https://www.mdpi.com/2071-1050/11/7/2156. https://doi.org/10.3390/su11072156. DOI: https://doi.org/10.3390/su11072156
Gajewski, J., & Triana, M. (2021). Digital Divide in Tourism: The Role of Internet Connectivity and Digital Skills. International Journal of Tourism Research, 23(5), 678-690. https://doi.org/10.1002/jtr.2438 DOI: https://doi.org/10.1002/jtr.2438
Guttentag, D. A. (2021). Virtual reality: Applications and implications for tourism. Tourism Management, 64, 1-15. https://doi.org/10.1016/j.tourman.2020.104028
Huang, L., Wang, J., & Zhang, Y. (2023). The role of AI and VR in enhancing tourist destination previews: A case study of China. Tourism Management Perspectives, 37, 100918. https://doi.org/10.1016/j.tmp.2023.100918
Huang, E., & Benyoucef, M. (2017). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 24, 107-120. https://doi.org/10.1016/j.elerap.2017.03.001 DOI: https://doi.org/10.1016/j.elerap.2017.03.001
Huang, T. L., Goo, J., Nam, K., & Yoo, C. W. (2023). The impact of AI and VR technologies on tourism marketing. Journal of Travel Research, 62(4), 765-782.
Kemenparekraf. (2023). Statistik Pariwisata: Jumlah Wisatawan Mancanegara yang Berkunjung ke Indonesia. Ministry of Tourism and Creative Economy of the Republic of Indonesia. Retrieved from https://www.kemenparekraf.go.id/statistik
Kennedy, Posma Sariguna Johnson and Tobing, Suzanna Josephine L. and Toruan, Rutman L. (2022) Marketing strategy with marketing mix for Lake Toba tourism destination. Journal of Sustainable Tourism and Entrepreneurship (JoSTE), 3 (3). pp. 157-174. ISSN 2714-6480 DOI: https://doi.org/10.35912/joste.v3i3.1515
Kim, J., Kim, S., & Hwang, J. (2021). Data-driven marketing in tourism: Harnessing customer insights for targeted campaigns. Journal of Travel Research, 60(3), 489-506. https://doi.org/10.1177/0047287519882064
Lake Toba Authority Implementing Agency. (2023). Lake Toba Tourist Visit Annual Report 2022.
Lee, S. J., & Kim, H. L. (2022). Omni-channel marketing strategy and tourism destination competitiveness: A case study of South Korean destinations. Journal of Destination Marketing & Management, 23, 100694
Ministry of Tourism and Creative Economy of the Republic of Indonesia (2023). Data on foreign tourist visits to Lake Toba.
Sihombing, D., & Anwar, A. (2022). Infrastructure development and its impact on tourism growth in North Sumatra. International Journal of Tourism and Hospitality Management, 13(4), 453-467. https://doi.org/10.1080/13683500.2022.2004283
Sihombing, A., & Anwar, A. (2022). Infrastructure and its impact on tourism development in Lake Toba. Indonesian Tourism Journal, 12(1), 55-72.
Situmorang, R., Mirzanti, I. R., & Simatupang, T. M. (2021). Digital marketing strategies in Indonesia's tourism destinations: A comprehensive review. Tourism Planning & Development, 18(5), 561-580.
Smith, J., & Brown, T. (2019). Omni-Channel Marketing in Tourism: A Comprehensive Review. Journal of Travel Research, 58(3), 451-465.
Soroosh Saghiri, Vahid Mirzabeiki (2021), Omni-channel integration: the matter of information and digital technology. https://www.emerald.com/insight/content/doi/10.1108/IJOPM-04-2021-0262/full/html DOI: https://doi.org/10.1108/IJOPM-04-2021-0262
Taufiqul Mujib (2020), Competing discourses of conservation and sustainability in statesponsored tourism development: A critical analysis of the Lake Toba case in Indonesia.
Tussyadiah, I., Wang, D., & Jia, C. H. (2020). Virtual reality, presence, and destination marketing: A study of tourism promotion. Journal of Travel Research, 59(5), 737-752. https://doi.org/10.1177/0047287519878983
van der Meer, W., van den Broek, J., & Verhoef, P. C. (2018). The impact of omni-channel retailing on customer engagement in the tourism industry: The case of Amsterdam. Journal of Retailing and Consumer Services, 44, 235-243. https://doi.org/10.1016/j.jretconser.2018.07.017 DOI: https://doi.org/10.1016/j.jretconser.2018.07.017
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2022). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 98(1), 32-48. https://doi.org/10.1016/j.jretai.2021.12.002
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2022). From multi-channel to omni-channel retailing: Strategies for improving customer experiences. Journal of Retailing, 98(2), 215-230.
Wang, X., Chen, Y., & Liu, J. (2022). Overcoming challenges in omni-channel tourism marketing: A stakeholder perspective. Journal of Destination Marketing & Management, 25, 100459. https://doi.org/10.1016/j.jdmm.2021.100459
Yeni Yuniawati, Rini Andari, Gitasiswhara, Rijal Khaerani (2023), Omni Channel’s Preferences to Strengthen Tourism Villages as Ecotourism Destinations. https://www.atlantis-press.com/proceedings/gcbme-22/125991944 DOI: https://doi.org/10.2991/978-94-6463-234-7_62
Zhang, H., Gordon, S., Buhalis, D., & Ding, X. (2022). Experience value cocreation on destination online platforms. Journal of Travel Research, 61(5), 1027-1041. https://researchcommons.waikato.ac.nz/server/api/core/bitstreams/44c998cc-5710-4578-9d71-0a3c405f266b/content
