Strategi Peningkatan Jumlah Pengunjung Melalui Pelaksanaan Event di Toba Caldera Resort

Abstract

Toba Caldera Resort is one of the top priority tourist destinations managed by the Lake Toba Authority Executive Agency (BPODT) with full support from the government. This destination offers facilities and attractions that provide visitors with unique experiences and outdoor activities. This study aims to identify strategies for increasing visitor numbers through the implementation of events at Toba Caldera Resort. This study employs a qualitative descriptive method, with data collection through observation, interviews, and documentation. Additionally, the researcher obtained information from data sourced from the BPODT website and the Toba Caldera Resort Instagram account. The research findings indicate that the strategy to increase visitor numbers through events at Toba Caldera Resort has proven successful, particularly for events themed around local culture and music, which have had positive impacts such as increased visitor numbers and repeat visits. The implementation of events at Toba Caldera Resort has proven effective in increasing visitor numbers; however, this tourist destination should further diversify its event themes to attract interest from various segments of tourists. Keywords: Strategy, Number of Visitors, Event Implementation, Toba Caldera Resort