Exploration of Marine Tourism in North Sumatra: An Analysis of Promoting Tourism

Year 2018, Volume: 9 Issue: 4, 185 - 197, 01.10.2018

Anang Sutono Rizki Briandana Caturida Meiwanto Doktoralina Endi Rekarti Nindyta Aisyah Dwityas

Abstract

Tourism is important because it can revive economically a community around tourist attractions. North Sumatra Province, which includes Medan, shows great potential for the development of marine tourism. However, it is not run optimally. Moreover, poor quality infrastructure and human resources are also a threat to marine tourism in Indonesia. This study’s methodology involved a qualitative method and used focus group discussions (FGDs) to obtain data from 25 informant travel agent in North Sumatra Province. This study’s results found that marketing strategies need consistent support from government and travel agents. The rapid development of communication and information technology has become one of the most important elements in the development of marketing strategies.

Keywords

marine tourism, marketing strategy, North Sumatra marine tourism