<![CDATA[The Phinisi ship currently serves as a maritime cruise vessel actively reaching local and international tourists at destinations such as Bali and Labuan Bajo. This study aims to analyse how the application of bombang lipa' sabbe motif ornament on the Phinisi ship contributes to strengthening Bugis cultural visual identity and advancing design based cultural tourism. A qualitative descriptive method with an exploratory case-study approach is employed, integrating visual identity theory, culture-based design, and experience economy theory. Findings indicate that the application of bombang motif ornament on the Phinisi effectively functions as a visual identity system reinforcing the Bugis maritime cultural narrative, a cross lingual cultural communication medium for international visitors through visual elements and bilingual information panels, and a contributor to experiential tourism through the creation of immersive and authentic cultural experiences aboard the vessel. This study recommends the development of a more comprehensive Bugis maritime cultural visual identity system grounded in the full range of lipa' sabbe motifs for application across diverse maritime tourism touchpoints.]]>
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