Strategi Komunikasi BPODT (Badan Pelaksana Otorita Danau Toba) dalam Menginformasikan Program “Danau Toba sebagai 10 Bali Baru”

Abstract

This research is entitled "BPODT (Lake Toba Authority Implementing Agency) Communication Strategy in Informing the Lake Toba Program as 10 New Balis" to find out the obstacles experienced by BPODT (Lake Toba Authority Executing Agency) in informing the program “Lake Toba as 10 New Balis". This study uses a post-positivism paradigm with communication strategy theory, communication strategy in the field of tourism. The research methodology is qualitative. Data was collected using interviews and documentation techniques. The researcher interviewed five informants, namely the Head of the Public Communications Division, 3 Executive Staff of the Communications Division, and a female student who had worked together in an event with BPODT. Based on the results of research conducted on four informants of the Public Communications Division of the Executing Agency The Lake Toba Authority (BPODT) can be concluded that (the Lake Toba Authority Executing Agency) uses a communication strategy, namely by producing content on social media, collaborating with several media such as radio, print media, online and tourism communities and MSMEs, as well as outreach to schools and districts HKBP in eight districts around the Lake Toba area. The inhibiting factors experienced by BPODT in informing the program were the difficulty in choosing interesting words and content, technical constraints, budget and human resources.