Rebranding Samosir Island As City of Foreign Tourists


  • Bonataon Maruli Timothy Vincent Simandjorang National Research and Innovation Agency Republic of Indonesia (BRIN)
  • Robby Firman Syah National Research and Innovation Agency Republic of Indonesia (BRIN)
  • Citra Permatasari National Research and Innovation Agency Republic of Indonesia (BRIN)
  • Siti Hanifa Azanda National Research and Innovation Agency Republic of Indonesia (BRIN)
  • Indra Mudrawan National Research and Innovation Agency Republic of Indonesia (BRIN)
  • Novi Savarianti Fahrani National Research and Innovation Agency Republic of Indonesia (BRIN)



foreign tourist, international tourism, city branding, Samosir


Tourism contributes greatly to a developing country as one of the driving sectors of the economy. The government and the management of tourist destinations must consistently improve the quality of tourism in terms of destinations, industries, institutions, and marketing because of the scope of tourism and the movement of millions of people on indirect tourist trips. So far, foreign tourists have become familiar with tourist destinations in Bali and Lombok. However, many tourist destinations in Indonesia have not been maximally introduced, like Samosir Island at Lake Toba Region. In 2016, the Government of Indonesia envisioned making Toba become the Monaco of Asia. This article examines the factors affecting how long visitors from other countries remain when vacationing in Samosir, a popular international travel destination in Indonesia. Using 100 hundred samples of international travelers' empirical modeling is carried out using a quantitative approach through Ordinary Least Squares (OLS) and descriptive analysis. The quality of the accommodations, infrastructure, and rising travel costs contribute to longer travel time for tourists. Although it does not considerably shorten the length of stay in Samosir, rising vacation expenditures in other locations are a bonus for adventurous foreign tourists in Indonesia. Although the appeal of nature and its peace appeal to visitors from abroad, income levels do not greatly raise demand for international visitors to Samosir. As an effort, brand management is needed to improve the image of Samosir Island as the city of foreign tourists in Indonesia.


Download data is not yet available.


Alén, E., Nicolau, J. L., Losada, N., & Domínguez, T. (2014). Determinant Factors of Senior Tourists’ Length of Stay. Annals of Tourism Research, 49, 19–32.

Al-Hinkawi, W. Sh., & Zedan, S. K. (2021). Branding for Cities: The Case Study of Baghdad. IOP Conference Series: Earth and Environmental Science, 779(1), 012037.

Almeida, A., Machado, L. P., & Xu, C. (2021). Factors Explaining Length of Stay: Lessons to Be Learnt From Madeira Island. Annals of Tourism Research Empirical Insights, 2(1), 100014.

Barros, C. P., & Machado, L. P. (2010). The Length of Stay in Tourism. Annals of Tourism Research, 37(3), 692–706.

Candela, G., & Figini, P. (2012). The Economics of Tourism Destinations. Springer Berlin Heidelberg.

Elouali, A., Alaoui, S. H., Ettahir, N., Khohmimidi, A., Motii, N., Rahali, K., & Kouzer, M. (2020). Touristic’s Destination Brand Image: Proposition of a Measurement Scale for Rabat City (Morocco). Advances in Science, Technology and Engineering Systems Journal, 5(6), 1750–1758.

Gujarati, D. N., & Porter, D. C. (2009). Basic Econometrics. McGraw-Hill Education.

Hidayat, R., Ismariati, R., & Apriliandini, Y. (2019). Connecting Identity and Image of City Branding in Kota Tua (Old City) Jakarta. IBIMA Business Review, 1–10.

Hutasoit, A. B. R., & Sari, R. L. (2014). Analisis Permintaan Wisatawan Mancanegara Berwisata di Tuktuk Siadong, Kabupaten Samosir. Jurnal Ekonomi dan Keuangan, 2(10), 587–600.

Kavaratzis, M., & Ashworth, G. J. (2005). City Branding: An Effective Assertion of Identity or a Transitory Marketing Trick? Tijdschrift Voor Economische En Sociale Geografie, 96(5), 506–514.

Kuncoro, M. (2014). Metode Riset untuk Bisnis & Ekonomi (4th ed.). Penerbit Erlangga.

Ledesma, F. J., Navarro, M., & Pérez-Rodríguez, J. V. (2005). Return to Tourist Destination. Is It Reputation, After All? Applied Economics, 37(18), 2055–2065.

McAleer, M. (2020). Summary of Advances in Decision Sciences (ADS) – 2020. Advances in Decision Sciences, 24(4), 89–100.

Middleton, V., Fyall, A., Morgan, M., & Ranchhod, A. (2009). Marketing in Travel and Tourism. Routledge.

Miftahuddin, A., Hermanto, B., Raharja, S. J., & Chan, A. (2021). City Branding and Its Variables: The Evidence From Indonesia. GeoJournal of Tourism and Geosites, 34(1), 240–244.

OECD. (2020). OECD Tourism Trends and Policies 2020. OECD.

Rodríguez, X. A., Martínez-Roget, F., & González-Murias, P. (2018). Length of Stay: Evidence From Santiago de Compostela. Annals of Tourism Research, 68, 9–19.

Simandjorang, B. M. T. V., Gunawan, F. X. C., Mesa, A. N. L. M., Apriani, T., Pranasari, M. A., Putra, I. R. A. S., & Fitri, S. E. (2022). Environmental Conservation Based on Community Empowerment: Case Study in Toba Caldera UNESCO Global Geopark. Jurnal Bina Praja, 14(3), 517–527.

Statistics of Sumatera Utara Province. (2022). Analisis Isu Terkini Provinsi Sumatera Utara 2022. Statistics of Sumatera Utara Province.

Tribe, J. (2011). The Economics of Recreation, Leisure and Tourism (4th ed.). Routledge.

Uppink, L., & Soshkin, M. (2022). Travel & Tourism Development Index 2021: Rebuilding for a Sustainable and Resilient Future. World Economic Forum.

Vanhove, N. (2022). The Economics of Tourism Destinations: Theory and Practice (4th ed.). Routledge.

Woodside, A. G., & Kozak, M. (Eds.). (2014). Tourists’ Behaviors and Evaluations. In Advances in Culture, Tourism and Hospitality Research (Vol. 9, p. iii). Emerald Group Publishing Limited.




How to Cite

Simandjorang, B. M. T. V., Syah, R. F., Permatasari, C., Azanda, S. H., Mudrawan, I., & Fahrani, N. S. (2023). Rebranding Samosir Island As City of Foreign Tourists. Jurnal Bina Praja, 15(1), 59–72.

Most read articles by the same author(s)