Communication network and media utilization in Lake Toba tourism development, North Sumatra

The Lake Toba Tourism Area has been designated as a Super Priority Destination by the Indonesian Government, with various efforts undertaken to develop its tourism potential. However, the role of the Lake Toba Authority Implementing Agency (BPODT) in coordinating stakeholders has not been optimal. There are indications that related parties, such as the provincial and district governments through the Tourism Office, still operate separately without strong synergy. Although communication among stakeholders has been relatively effective, structured interaction patterns and the efficient use of communication media remain challenges. Therefore, this study aims to understand the communication network among stakeholders and how media is utilized in the development of Lake Toba tourism by analyzing communication patterns, network structures, and media usage. This study employs a mixed-method approach with a quantitative (explanatory) and communication network analysis. The findings reveal that the majority of stakeholders (92.5%) use WhatsApp Groups as their primary communication tool, while Facebook and Instagram are each used by 70.6% of respondents for promotional purposes. The communication network analysis yielded a network density value of 0.7417, indicating a relatively strong communication relationship within the Lake Toba tourism development organization. This study highlights the urgency of optimizing communication networks and leveraging digital media for tourism management, as well as the need for more effective coordination among stakeholders, including the government, academics, tourism industry players, and local communities. This study contributes to mapping communication patterns that support the strategic development of Lake Toba as a national flagship destination through a collaborative and technology-driven communication approach.