Strategic Management of Sustainable Tourism Development in North Sumatra Province Through the Implementation of Attractions, Accessibility, Amenities, and Ancillary Servicesbmit
Aurora Elise Putriku (a*), Dita Eka Pratiwi Sirait (b), Ellys Siregar (b), Muhammad Alhasymi Matondang (b)

a,b) Faculty of Economics, Universitas Negeri Medan, Indonesia

Abstract

This study aims to analyse sustainable tourism development strategies in North Sumatra Province through a quantitative approach that employs the Smart-PLS method. The research model tests the direct and indirect effects of amenities, accessibility, and ancillary services on sustainable tourism development strategies, both directly and through the mediating role of tourist attractions. Data were gathered via a survey of 100 respondents from various locations across the province. The outer-model analysis shows that all indicators are valid and reliable, with loading factors exceeding 0.7 and composite reliability values above 0.7. The inner model reveals that amenities, accessibility, and ancillary services significantly influence tourism development strategies, whereas tourist attractions exert no significant direct effect. R-square values of 0.778 for tourism development strategy and 0.663 for tourist attractions indicate strong predictive power for the model. Indirect-effect analysis demonstrates that the exogenous variables contribute to strategy formulation through the mediation of tourist attractions, even though attractions are not statistically significant in shaping the strategy. These findings highlight the need to prioritise the improvement of amenities, the upgrading of accessibility infrastructure, and the strengthening of supporting services within sustainable tourism policies. Overall, the results provide an empirical foundation for local governments to design measured, locally grounded tourism development strategies that enhance destination competitiveness both nationally and internationally.

Keywords: Smart-PLS- Development Strategy- Sustainable Tourism- North Sumatra

Topic: Economics, Social and Early childhood Education