Abstract
As the essential aspect to increase tourism, place identity can improve someone’ quality of life. This research aims to investigate place identity in tourism destination in Karo Regency, Indonesia, that can be used to create a tourism development program. This research used mix method by identified four elements: distinctiveness, continuity, self-esteem, and self-efficacy. The result shows that the strongest element of place identity was self-esteem and distinctiveness, while self-efficacy and continuity were weak. Furthermore, tourism in the area relatively goes well even though place identity elements were weak. However, the improvement to enhancing tourism is needed.
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