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tourism business improvement

Tourism is one of the largest industries and is the service sector with the fastest growth rate in the world today. Together with the technology and information industry, the tourism industry is estimated to be the main driver of the 21st century economy. In Indonesia, tourism is part of an industrial sector with bright prospects, and has enormous potential and opportunities to be developed. This opportunity is supported by natural conditions such as its geographical location and condition. Development in Toba Samosir Regency is based on the economic sector with an emphasis on developing the tourism sector with the character of Toba Batak culture and the small industrial sector and handicrafts related to the agricultural sector and the trade sector. This study aims to find out what are the factors that influence the development of the tourism business and how the development of the tourism business in the Lake Toba area is precisely in Toba Samosir Regency with the development of Lake Toba. The analysis technique used is qualitative, namely by describing and explaining the results of research in the form of spoken and written words. Data collection was carried out using library research techniques, observation, interviews and online data searches. The results show that the factors that influence the tourism business are infrastructure, promotion, policy, security, strategy, strengths, and weaknesses of the tourism business in Toba Samosir Regency which has increased which is marked by the increasing number of tourists and public interest in opening a business in the field of tourism. tourism, both in the provision of goods and services carried out at tourist sites. In developing the tourism potential of Lake Toba, the development of tourism business in Toba Samosir district can be improved even better.

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