The longest sunset of the South Sulawesi: Coastal resource utilization as city branding Pinrang

Abstract

Kabupaten Pinrang has very large coastal potential but has not been utilized optimally. RIPDA Pinrang Tourism Office offers The Longest Sunset of South Sulawesi as tourism identity by utilizing 97 km of coastline facing West. Therefore, there is the potential to be used as a citybranding strategy and ecotourism development. This study uses document study, focus group discussion and indepth interviews to identify TOWS of the Longest Sunset of The South Sulawesi slogan as the citybranding of Pinrang Regency. The results show that there were the opportunities and also challenges that must be faced in utilizing coastal resources, especially in the 'escort' process of Pinrang Regency's tourism ident.mity to become a city branding of the area.