ABSTRACT
Food souvenirs can be perceived as valuable goods; purchasing them gives prestige and social status. In Bandung, most local food products become a part of the tourism industry. This study aims to investigate the consumers’ attitude toward the food souvenir package color across two groups of tourists (local and international groups). The study used a qualitative approach, along with an interview for data collection. The analysis was descriptive and the crosstab analysis using NVivo12. This study reveals that packaging design is the fourth factor that is important following typicality or popularity, price, and taste. Background color on the packaging is the most impressive aspect followed by color on logo, on image, and on text. This study shows slight differences between local and international group's attitude toward food souvenir packaging color. The study is beneficial to give insight into food souvenir packaging in promoting tourism sustainability through the creative industry.
