Strategies for Tourism Product Diversification to Enhance Competitiveness and Quality in Meat Tourism Village

Abstract

Agriculture is the cornerstone of Meat's economy, with fertile lands yielding vegetables, fruits, and coffee for local consumption and sale in regional markets. The village also shows promise for agritourism, integrating farming activities into tourism. Natural attractions include trekking, cycling, and lakeside relaxation, catering to tourists seeking serenity. Infrastructure development has recently aligned with sustainable tourism principles to balance cultural preservation, environmental conservation, and community welfare. This study examines strategies for tourism product diversification to enhance Meat’s competitiveness and appeal. Diversification involves developing new offerings alongside existing ones to attract varied audiences and ensure sustainability by spreading tourism activities across sectors. The qualitative descriptive approach utilizes field observation, interviews, literature reviews, and documentation, with triangulation ensuring data validity. Findings underscore Meat’s strengths in natural and cultural assets while highlighting challenges like limited infrastructure and unstructured tourism packages. Recommendations include product innovation, digital marketing, local resource optimization, and sustainable practices. These efforts aim to boost visitor satisfaction, elevate community welfare, and position Meat Tourism Village as a premier sustainable destination around Lake Toba.