ABSTRACT
In 2015 Indonesia visited by more than 10 million of international tourists. One of potential tourist attractions that has not been explored is traditional food. Indonesia has a high diversity of traditional foods in each area. West Java province as a tourist destination has a high diversity of traditional food, one of which is Colenak and Serabi. However, the existence of Colenak and Serabi increasingly eroded by modern food. Though both of them have their own peculiarities which can be considered as an attraction for tourists to visit West Java, especially Bandung as the capital of West Java. The results indicate that Colenak and Serabi’s entrepreneurs have their strong points in strategic business location, good product quality, and variety of products. The weaknesses lie in the raw materials hygiene and lack of hygiene standards in food processing and equipment. From the aspect of opportunities, Colenak and Serabi’s entrepreneurs have the potential to continue to grow due to the increasing of tourist arrivals to Bandung and innovation of information technology. The threats of this business are the rise in fuel prices drive up the prices of other commodities and potentially reduce the purchasing power.
