Competitive Tourism Destination Image, Case Study Lake Toba North Sumatera Indonesia

Abstract

This study advances the discourse on destination competitiveness by employing an innovative methodological approach to analyze Lake Toba's competitive image in the post-pandemic tourism landscape. Utilizing the Analytic Network Process (ANP) integrated with a Benefits, Opportunities, Costs, and Risks (BOCR) framework, this research offers a nuanced quantitative assessment of the complex interrelationships between destination attributes and promotion strategies. The study reveals the paramount importance of natural scenery in shaping Lake Toba's competitive image, while also highlighting the critical role of safety perceptions in the post-COVID era. A key finding is the dominant influence of social media as a promotion channel, significantly outweighing traditional methods. The BOCR analysis uncovers substantial opportunities for enhancing Lake Toba's competitive position, providing an optimistic outlook for future development. This research contributes to the literature by offering a comprehensive framework for understanding destination competitiveness in emerging markets, integrating both cognitive and affective components of destination image. The study's findings have significant implications for destination management and policy formulation, particularly in the context of UNESCO Geoparks in developing countries. Future research directions include longitudinal studies to track changes in competitive image over time and comparative analyses with other emerging destinations to validate the broader applicability of the ANP-BOCR framework in destination competitiveness analysis.