Story-Driven Marketing in the Attractions of Lake Toba, Storytelling: The Boru Naibaho Site and the Jabi-Jabi Tree

Kennedy, Posma Sariguna Johnson and Tobing, Suzanna Josephine L. and Toruan, Rutman L. and Situmorang, Humala and Manullang, Ricky Martin (2022) Story-Driven Marketing in the Attractions of Lake Toba, Storytelling: The Boru Naibaho Site and the Jabi-Jabi Tree. In: Research Trends in Management (Recent Trends Opportunities and Challenge). AkiNik Publications, New Delhi, pp. 1-30. ISBN 978-93-5570-483-2

Text StoryDrivenMarketingintheAttractionsofLakeToba.pdf Download (1MB)

Abstract

The number of tourist targets that visit Indonesia needs to be increased. However, several obstacles are faced in its development, one related to the promotion. Therefore, it is necessary to implement the concept of story-driven marketing to promote tourism through stories and impressions disseminated by applying storytelling. This study aims to explore the storytelling of tourist destinations that fall into the category of super-priority tourism, namely the Lake Toba area, precisely from the Samosir Regency area in North Sumatra. This study uses a qualitative method through literature review and interviews with people who come from Samosir and know about the place and history of the site. The city of Pangururan in Samosir Regency has a history, origin, and regional development from time to time and has many folklore legends from the Batak tribe, including stories about the Boru Naibaho Site and Jabi-Jabi Trees that give colour to Lake Toba tourism. Keywords: Storytelling, tourist attraction, lake toba, boru naibaho site, jabi- jabi tree, samosir

Actions (login required)

View Item