THE IMPACT OF CULTURAL COMMODIFICATION ON MASTER'S STUDENTS' GEN Z PERCEPTIONS OF TOURISM: A QUALITATIVE APPROACH

Abstract

This study explores the impact of cultural commodification on Generation Z postgraduate students' perceptions of tourism, employing a qualitative approach. As globalization transforms local cultures into marketable commodities, it raises questions about authenticity and cultural preservation. The research focuses on how Gen Z, born into the digital age, interprets and responds to these changes. Through in-depth interviews and focus group discussions with postgraduate students from various academic backgrounds, the study investigates their views on cultural commodification in tourism, its effects on local identity, and potential strategies for balancing economic benefits with cultural preservation. The findings reveal that Gen Z postgraduate students have diverse perspectives, recognizing both the economic potential and the risks to cultural authenticity. They emphasize the need for sustainable tourism education and authentic cultural promotion. The study also highlights the significant influence of social media and influencers on Gen Z's tourism choices, often outweighing considerations of cultural depth. This research contributes to academic discourse on tourism and culture while providing practical insights into how young intellectuals view the future of Indonesian culture in the face of globalization challenges.