Branding The Coffee Of Toraja: Positive Image And Tourism Attraction
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Abstract
Since the 17th century, the coffee of Toraja has been recognized and in the 19th century was traded to Europe. The Coffee of Toraja is also a drink for guests at the traditional funeral ceremony of Rambusolo by the Toraja ethnicity. This paper aims to discuss how to compare branding the coffee of Toraja as a tourist attraction for tourists. The formulation of the problem in this paper is how to improve the image of coffee of Toraja as a tourist icon and tourist attraction. Data were collected utilizing questionnaires and interviews with tourists. The study concludes that the coffee of Toraja has a positive image and appeals to Toraja tourist destinations. Visitors to Toraja also wish to try coffee of Toraja drinks, which are traditional coffee of Toraja drinks.