proposes several options the airline industry responds to sustainable tourism in Lake Toba Region

1. Air Connectivity and Sustainable
Tourism in Lake Toba Region
Togar M. Simatupang
Institut Teknologi Del
11 Nopember 2019

2. Overview
• Introduction
• Era of Disruption
• Lake Toba Region
• Destination Management
• Customer Experience (CX)
• Air Connectivity
• Air Connectivity and Destination Management
• Concluding Remarks
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3. Introduction
• Sustainable tourism is uneasy to realize particularly when the site is in the early
stage of development.
• Sustainable tourism is a key to reach Sustainable Development Goals (SDGs).
• Air connectivity often becomes a hub to stimulate sustainable tourism.
• Sustainable tourism requires multi stakeholder engagement along the value chain
of destination.
• Airline industries could respond to create added value for customers to visit and
enjoy the destination.
• Lake Toba Region is one of the national strategic region that still needs further
development especially at the level of destination.
• This presentation attempts to propose a role of air connectivity that supports the
destination management toward sustainable tourism.
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4. International Tourists Arrivals
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5. Era of Disruption
Customers drive the disruption
• Ubiquitous connectivity to information
• Overload of choices and messages
• Local business goes global
• Trust in User Generated Content and
social networks
• Customers want direct connections to the
brand
Sustainable Tourism has the power to
create change on a global scale
• Preserve destination for generations to
come
• Safeguard cultural and environmental
heritage
• Promote social equality
• Energize new markets to travel to
destination
• Revitalize local communities
• Create jobs along the rich value chain
• Keep tourism dollars within destinations
• Help business reduce costs
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6. Digitalisation of
different tourism
activities
Source: Tourism 2.0: opportunities and challenges (2017) available at
https://www.caixabankresearch.com/en/tourism-20-opportunities-
and-challenges
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7. Changes in the surroundings of firms:
the shift from…
Output Focus:
• Firms
• Competition
• Product Delivery
• Top driven hierarchies
• Managing
• Contract
Outcome Focus:
• Partnerships and ecosystems
• Cooperation
• Complex solution delivery
• Local flat hierarchies
• Engaging
• Relationship
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8. Travel & Transportation Ecosystem
Source: Travel & Transportation Ecosystem (2015) available at https://allenkmiller.com/2015/04/11/travel-transportation-ecosystem/ 8

9. The Aviation, Travel and Tourism Ecosystem
Source: World Economic Forum/Accenture analysis
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10. The Tourism Lifecycle
Tourist Experience
Source: Pine, J. & J.H. Gilmore 1999 The Experience Economy: Work Is Theatre
and Every Business a Stage. Harvard Business Press.
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11. Kawasan Strategis Pariwisata
Nasional Danau Toba
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12. Kawasan Strategis Pariwisata Nasional Danau
Toba
1. Perpanjangan Landasan Bandara Sibisa
2. Pembangunan Tourist Resort
3. Pembangunan Jalan Tol Kualanamu – Parapat
4. Pembangunan Jembatan Tano Ponggol
5. Kampanye Bersih Senyum Warga Danau Toba
6. Pengembangan Eko Wisata 500 ha
7. Pengembangan Klaster Destinasi
8. Batan Otoritas Pengelolaan Pariwisata Danau Toba
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13. 13

14. 14

15. Aspek-Aspek Dalam Perencanaan
Pengembangan Kepariwisataan
Destinasi Pariwisata
Pemasaran Pariwisata
Industri Pariwisata
Kelembagaan
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16. Aspek-Aspek Dalam Perencanaan
Pengembangan Kepariwisataan
Destinasi Pariwisata
1. Daya Tarik Wisata (Atraksi):
a. Daya Tarik Wisata Alam
b. Daya Tarik Wisata Budaya
c. Daya Tarik Wisata Hasil Buatan Manusia
2. Aksesibilitas Pariwisata:
a. Sarana Transportasi
b. Prasarana Transportasi
c. Sistem Transportasi
3. Prasarana Umum, Fasilitas Umum, dan Fasilitas Pariwisata (Amenitas):
a. Prasarana Umum
b. Fasilitas Umum
c. Fasilitas Pariwisata
4. Keterlibatan Masyarakat Dalam Kepariwisataan:
a. Pengembangan potensi, kapasitas, dan partisipasi masyarakat.
b. Optimalisasi pengarusutamaan genderk
c. Peningkatan potensi dan kapasitas sumberdaya lokal.
Destinasi Pariwisata
4. Keterlibatan Masyarakat Dalam Kepariwisataan:
d. Penyusunan regulasi dan pemberian insentif untuk mendorong
perkembangan industri kecil dan menengah dan usaha pariwisata skala
usaha mikro, kecil, dan menengah yang dikembangkan masyarakat
lokal.
e. Penguatan kemitraan rantai nilai antar usaha di bidang kepariwisataan.
f. Perluasan akses pasar terhadap produk IKM dan usaha pariwisata skala
UKKM yang dikembangkan masyarakat lokal.
g. Peningkatan akses dan dukungan permodalan dalam upaya
mengembangkan produk IKM dan usaha pariwisata skala UMKM yang
dikembangkan masyarakat lokal.
h. Peningkatan kesadaran dan peran masyarakat serta pemangku
kepentingan terkait dalam mewujudkan sapta pesone.
i. Peningkatan motivasi dan kemampuan masyarakat melalui perjalanan
wisata nusantara.
5. Investasi di bidang pariwisata:
a. Peningkatan pemberian insentif investasi.
b. Peningkatan kemudahan investasi.
c. Peningkatan promosi investasi.
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17. Aspek-Aspek Dalam Perencanaan
Pengembangan Kepariwisataan
Pemasaran Pariwisata
1. Pasar Wisatawan
2. Citra Pariwisata
3. Promosi Pariwisata
4. Kemitraan Pemasaran Pariwisata
Industri Pariwisata
1. Penguatan Struktur Industri
a. Daya Saing Daya Tarik Wisata
b. Daya Saing Daya Fasilitas Wisata
c. Daya Saing Daya Aksesibilitas
2. Peningkatan Daya Saing Produk
3. Pengembangan Kemitraan Usaha
4. Penciptaan Kredibilitas Bisnis
5. Pengembangan Tanggung Jawab Terhadap Lingkungan
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18. Aspek-Aspek Dalam Perencanaan
Pengembangan Kepariwisataan
Kelembagaan
1. Penguatan Organisasi Kepariwisataan
2. Pembangunan SDM Pariwisata
a. SDM Pariwisata di tingkat Pemerintah
b. SDM Pariwisata di Dunia Usaha dan Masyarakat
3. Penyelenggaraan Penelitian Dan Pengembangan
a. Peningkatan Penelitian yang Berorientasi pada Pengembangan
Destinasi Pariwisata
b. Peningkatan Penelitian yang Berorientasi pada Pengembangan
Pemasaran Pariwisata
c. Peningkatan Penelitian yang Berorientasi pada Pengembangan
Industri Pariwisata
d. Peningkatan Penelitian yang Berorientasi pada Pengembangan
Kelembagaan dan SDM Pariwisata
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19. Agenda Percepatan KSN Danau Toba
1. Pengembangan klaster destinasi wisata (pengembangan 28 titik
wisata di kawasan Danau Toba dan terbagi ke dalam 4 klaster):
1. Atraksi
2. Amenitas
3. Aksesibilitas
2. Pengembangan paket wisata
3. Pengembangan kerjasama penyelenggaraan paket wisata
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20. New Role of Air Connectivity
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21. Global air traffic will double in next 15 years
Source: Global Market Forecast for 2010-2029 available at https://speednews.com/documentaccess/1662.pdf
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22. Air Connectivity
• “Just carriers” that offer commodity
products (route resources).
• Compete on price (traditional ticket
margins).
Traditional
• Airlines’ bargaining power has
declined.
• Profits continue to be squeezed.
Transition • Innovated airline-related information
technology.
• Offer more customized services to
customers.
• Expand their business service areas
across the industry by integrating
product, marketing, sales, and
service on one digital platform.
Digital
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23. Digital transformation in China's travel market
Source: Embracing the digital transformation in China’s travel market (2015 available at
https://www.chinatravelnews.com/article/90495 23

24. Air transport and tourism destination
Source: Thomas Bieger and Andreas Wittmer (2006), "Air transport and tourism—Perspectives and challenges for destinations, airlines and
governments", Journal of Air Transport Management, Vol. 12, No. 1, pp. 40-46. https://doi.org/10.1016/j.jairtraman.2005.09.007 24

25. A new role of business service expansion of
airline as a DMO leadership
• The future of DMO leadership will be broadened to include
destination brand management and destination development.
• DMOs will need to rethink roles, competencies and relationships,
transforming themselves to destination managers in addition to that
of destination marketers.
• DMOs should forge expanded relationships with its community’s
economic development and planning stakeholders, collaborating on
common objectives and initiatives.
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26. Destination Management
Components of Bringing Stakeholders Together Program
Community Development
Building partnerships & leveraging resources
Building local partnerships while understanding issues Workshop Agendas
Engaging international partners to support program objectives
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27. Option 1: Ecosystem Approach for DMO
(Destination Management Office)
1. Define the end customers
2. Define the actors
3. Define the clusters
4. Define the monetary transfer
5. Prioritize ecosystem connections:
1. Sustainable tourism planning: Tourism Clusters (clusters of product targeting specific markets), New product/business
2. Destination brand marketing and positioning.
• Authenticity, uniqueness, quality, and participation
3. Destination development.
• The use of digital platform for air transport to orchestrate the actors in the tourism package.
• Building the destination’s online presence (website, search engine, social media landscape).
4. Development in Silangit Airport as a gateway to tourism destinations.
• Developing a visitor information program (visitor information checklist, information kiosks)
5. Training and Services
6. Certification Programs
6. Monitoring and evaluation.
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28. Option 2: Promoting Responsible Tourism
1. minimizes negative social, economic and environmental impacts
2. generates greater economic benefits for local people and enhances the well-
being of host communities
3. improves working conditions and access to the industry
4. involves local people in decisions that affect their lives and life chances
5. makes positive contributions to the conservation of natural and cultural
heritage embracing diversity
6. provides more enjoyable experiences for tourists through more meaningful
connections with local people, and a greater understanding of local cultural,
social and environmental issues
7. provides access for physically challenged people
8. is culturally sensitive, encourages respect between tourists and hosts, and
builds local pride and confidence
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29. Option 3: Tourism and SDGs
Realising the Future We Want “The 2030 Agenda for Sustainable
Development commits Member States, through Sustainable
Development Goal Target 8.9 to “devise and implement policies to
promote sustainable tourism that creates jobs and promotes local
culture and products”.
1. Create jobs
2. Promote local cultures
3. Promote local products
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Source: http://tourism4sdgs.org/

30. Rencana Pelaksanaan
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31. Thank You
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