The Brand Personality of Toraja Coffee as a Tourism Destination

Abstract

Almost all countries in the world think that coffee is more than just a drink in their daily life, but it also plays a social function. The social function of coffee can be found in a traditional culture, such as in an ethnic group in Toraja, Indonesia. Toraja is one of the world’s tourism destinations for its cultural uniqueness, that is, the tradition of death rituals. It has been a long time that Toraja coffee becomes a legend, which is famous for its predicate as the best coffee and tourist attraction for both foreign and domestic tourists. Its appeal lies in how the Toraja coffee is served to the tourists at the death rituals. This study aims to examine Toraja coffee as a personality of tourism. The data of this research are collected from tourists to find out their interest to visit Toraja. Myth theory is used to discuss the views of the tourists on Toraja coffee as a tourist attraction. Based on this research, it is concluded that Toraja coffee has a myth power that triggers tourists’ curiosity and desire to get a new experience by visiting Toraja.