Branding The Coffee Of Toraja: Positive Image And Tourism Attraction

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.