JEFMS Journal

ABSTRACT:

Indonesia is a country that has many tourism potential if managed properly. The area of North Sumatra Province has a lot of tourism potential, both in the form of natural tourism, mountains, beaches, lakes, rivers and even cultural tourism. Mountain natural attractions such as; Berastagi and lake attractions such as Lake Toba. North Sumatra Province has 33 regencies. In this research, researchers used explanatory quantitative research methods in conducting analysis, the approach used was to carry out data collection techniques through observation and questionnaires. This research was carried out in the Labauan Batu Regency, North Sumatra. The population in this study is tourism potential managers in Labuan Batu district, with a sample of 15 respondents. The test was carried out by distributing questionnaires to local tourism managers, after which the results of the questionnaire were calculated using the SPSS application program so that segmenting and positioning variable results simultaneously influenced the preparation of marketing strategies to increase the district's tourism potential. stone harbor. However, partially the segmenting variable has no effect in preparing marketing strategies to increase the tourism potential in Labuhanbatu, in contrast to the positioning variable where partially or individually the positioning variable influences the preparation of a marketing strategy to increase the tourism potential in Labuhanbatu.

KEYWORDS:

segmenting, positioning, and marketing strategy

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