Local Government Marketing:Between Needs And Limitations In The Implementation Of Decentralization In Indonesia

Aisyah, Siti and Karim, Muhammad Firman (2019) Local Government Marketing:Between Needs And Limitations In The Implementation Of Decentralization In Indonesia. In: AAPA Asian Association for Public Administration 2019 Annual Conference Public Administration and the Future, 22-24 May 2019, De La Salle-College of Saint Benilde, Manila, Philippines.

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Abstract

This article aims to discuss the application of the concept of marketing governent, especially in local governments in Indonesia. The main problem in implementing local government marketing in Indonesia is that local governments need greater authority to develop local revenues but there is limited space for local governments to develop their local potential, especially in the tourism sector. The problems in this study are: 1) how is the application of the government marketing concept in the tourism sector? 2). How is the modification of the government marketing model that can be developed to strengthen government marketing in Indonesia? This article is the result of a research with a qualitative approach. The research location is in Toba Samosir Regency, North Sumatra Province. Primary data includes selected informants who are in accordance with the research topic, namely the head of the tourism department, the head of the village community empowerment office, the village head of tourism, tourism business actors, and the local community. Secondary data consists of government policy documents, related research results, literature studies and other relevant data. This study uses the theory of 7Ps marketing public sector as a basis for analyzing research problems. The results showed that many tourism villages were developed in Toba Samosir Regency that relied on the natural potential of Lake Toba, but still lacking in marketing. The main obstacle is the lack of authority and available budget, even though the local community is very much awaiting local government intervention in tourism development. The presence of the Badan Otoritas Danau Toba (BODT)/ the Lake Toba Authority, which is an extension of the central government, has not contributed significantly to increasing the income of the local community. This study found the power aspect as one aspect that needs to be added in the theory of 7Ps to protect the strength of local wisdom in tourism development in Toba Samosir Regency, North Sumatra Province. The recommendation of this study is the need to further examine the theory of 8Ps, as a modification of the marketing model of government in the city, district, and provincial level that has similar characteristics and is different from the location of the research.

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