Proceedings of First International Conference on Culture, Education, Linguistics and Literature, CELL 2019, 5-6 August, Purwokerto, Central Java, Indonesia

Research Article

Toraja Coffee As Tourism Identity: Perception Of Foreign Tourists

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  • @INPROCEEDINGS{10.4108/eai.5-8-2019.2289801,
        author={Hasyim  Muhammad and Kuswarini  Prasuri and Masdiana  Masdiana},
        title={Toraja Coffee As Tourism Identity: Perception Of Foreign Tourists},
        proceedings={Proceedings of First International Conference on Culture, Education, Linguistics and Literature, CELL 2019, 5-6 August, Purwokerto, Central Java, Indonesia},
        publisher={EAI},
        proceedings_a={CELL},
        year={2019},
        month={11},
        keywords={place branding toraja coffee tourism identity destination},
        doi={10.4108/eai.5-8-2019.2289801}
    }
    
  • Hasyim Muhammad
    Kuswarini Prasuri
    Masdiana Masdiana
    Year: 2019
    Toraja Coffee As Tourism Identity: Perception Of Foreign Tourists
    CELL
    EAI
    DOI: 10.4108/eai.5-8-2019.2289801
Hasyim Muhammad1,*, Kuswarini Prasuri1, Masdiana Masdiana1
  • 1: Hasanuddin University, Jl. Perintis Kemerdekaan KM. 10 Makassar, Indonesia
*Contact email: hasyimfrance@unhas.ac.id

Abstract

Place branding is a device in regional development to improve the competitiveness of the face of global competition. Toraja coffee is the identity of the Toraja region that has potential as a tourism icon. The main issues in this research are how to enhance the image and reputation of the Toraja coffee as a new tourism destination. Qualitative research methods are used to answer this descriptive problem formulation with a focus on the exploration of the social situation in depth, broad and thorough about coffee as the icon of Toraja tourism. Source data obtained through interviews and questionnaires with foreign tourists. The results of this study concluded that Toraja coffee is a variant of the destinations that can enhance the image of the Toraja region as world tourism.