Abstract

Coffee has become a traditional drink that has not only a material function (the taste of coffee) but also a social function. Every country has its own unique coffee story. Indonesia, as a coffee-producing country, has its own coffee stories, as coffee also identifies certain regions and becomes a tourist attraction. Indonesian coffee products have been exported all around the world and served in coffee shops. This research examined coffee tourism in Indonesia and promoted the coffee story as a memorable tourism experience. This research took place in Makassar, involving coffee shops as the subjects. Data were obtained through observation, questionnaire distribution, and interviews with respondents (café visitors and tourists). The results of this research promote Indonesian coffee stories as a strategy for tourism promotion, particularly in South Sulawesi.