The Heart Beat of Toba: A Storynomics of Super-priority Tourism Destination Branding in the New Normal Era
Abstract
The government of Indonesia is currently focusing on developing five super-priority tourist destinations, namely Lake Toba, Labuan Bajo, Likupang, Borobudur, and Mandalika. The five destinations were chosen due to their potential as the new Bali. The promotion of the five super-priority tourist destinations conducted by the government in the new normal is aimed at upscaling tourist numbers after being hit by the Covid-19 pandemic. The Ministry of Tourism and Creative Economy (Kemenparekraf) implements the Storynomics tourism approach to accelerate tourism development in the super-priority destination area. The storynomics-approached promotion emphasizes narrative power and creative content filled with culture and interesting stories. Therefore, it could attract tourists to visit the super-priority destinations in Indonesia. The research’s focus is on how super-priority is interpreted in a storynomics-approached narrative through video promotion. The analysis unit of the research is “The Heart Beat of Toba" video. The video is a debut of a short serial content about the beautiful landscape, culture, tradition, and other attractive super-priority destinations published on Kemenparekraf YouTube channel. The research uses the storynomics concept to explain the importance of storytelling in promoting tourist destinations to generate an economy. This research also uses the sense of place to analyze how the storynomics approach is used in the "The Heart Beat of Toba” video as one of the promotion strategies of Lake Toba. Our finding reveals that the storynomics approach used for the promotion has elevated the super-priority destination in the new normal era to another level. The research is limited to a "The Heart Beat of Toba” video published on Kemenparekraf YouTube channel.
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DOI: https://doi.org/10.31098/tsdr.v3i1.65
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