TOURIST PERCEPTIONS OF THE LACK OF PROMOTION AND TOURIST ATTRACTIONS AT MALAYA BEACH

Abstract

This study aims to examine tourists' perceptions of the natural attractions, tourism facilities, and promotional effectiveness of Malaya Beach, Langkat Regency, a destination that has experienced a decline in visitor numbers despite its strong natural resource potential. The study employed a descriptive qualitative approach, with primary data collected through in-depth interviews, observation, and documentation involving 20 tourists selected through purposive sampling, which were then analyzed using an interactive model consisting of data condensation, data display, and conclusion drawing, with validity tested through source, technique, and time triangulation. The results show that tourists hold a very positive perception of the natural beauty of Malaya Beach, but are critical of the damaged supporting facilities, and consider the destination's official promotion to be very limited, so that information is mostly spread through word of mouth. These findings reveal a contradiction in perceptions, in which strong natural attraction coexists with limited facilities and promotion, making the current sustainability of tourist visits fragile, as it relies solely on natural capital rather than on adaptive and sustainable destination management.