Keris as Branding Destination Tourism: Indonesian Heritage Daggers from Madura

Sumenep keris is known for its various philosophies and styles. This traditional Indonesian dagger had the potential to be developed as Madura’s brand tourism. Therefore, strategy needed formulate a suitable development model of potential. Hence, this research aims describe contribution Madura tourism development. A phenomenological approach used explore local artisan perspective in interpreting philosophy accompanying meaning. Data were collected through in-depth interviews observation triangulation method research. The analysis results found that can part tourist destination brand. will closer sticking identity area cultural heritage destination. concept done by optimizing perspectives an index Madurese culture. Since building destinations continuous process, expected preliminary. future examine other forms culture contribute branding