ABSTRACT
The city of Tasikmalaya is one of the cities that is the destination of tourist attraction in the West Java region, Indonesia. Culinary is one of the industries that develops in the city of Tasikmalaya that supports the development of the city of Tasikmalaya as a tourist destination. As one of the cities known as the city of santri, the city of Tasikmalaya is currently building the image of the city of Tasikmalaya as a halal culinary destination. The purpose of this study is to explain and analyze internal and external factors that influence the image of the City of Tasikmalaya as a halal-based culinary tourism destination. This study used a descriptive verification method, and data was collected through an interview process using a closed questionnaire to culinary SMEs in the City of Tasikmalaya as many as 84 people. The results of the study indicate that the highest internal factors are marketing strategies. While the lowest is the financial aspect. The external factor of the development of MSME in Tasikmalaya City that was considered the highest was the role of the relevant institutions. While the lowest is the socio-economic aspect. The image of Kota Tasikmalaya as a halal-based culinary tourism destination that is considered the highest is the image of the city as a culinary tourism destination which is part of the cognitive image, while the lowest is the image of the city with unique food as an indicator that measures unique image. External factors affect the internal factors of Tasikmalaya City MSMEs, while internal and external factors jointly influence the image of the City of Tasikmalaya as a halal-based culinary tourism destination, where from these two factors external factors have a higher influence than internal factors.
