CULTURAL COMMODIFICATION FOR TOURISM IN THE ERA OF DIGITAL DISRUPTION

Abstrak

Cultural commodification is a significant global phenomenon in the development of community-based tourism. This research aims to understand how local cultural elements are managed as sustainable tourism assets in facing the challenges of the era of global disruption. This study is important because it offers insight into the balance between cultural preservation and economic benefits for society. The research location is in Waluran Mandiri Village, Sukabumi Regency, Indonesia. A qualitative approach is applied through case studies, with data collection from in-depth interviews, field observations, and analysis of related documents. The focus of the research includes the process of cultural commodification, its impact on society, and the opportunities and challenges that arise. Key results show that cultural commodification, such as the packaging of hanjeli as a tourist product, has increased people's incomes by up to 40% and encouraged the revitalization of nearly extinct traditions. However, the distortion of cultural values and economic dependence on tourism are challenges that need to be overcome. Digital media has proven to be effective in promoting local culture, but it presents the risk of homogenizing cultural values. The study concludes that while cultural commodification provides significant economic and social benefits to society, a holistic approach focused on sustainability is needed to mitigate negative impacts. The implications of this research include strategies for empowering local communities, developing environmentally friendly infrastructure, and using digital technology wisely to support cultural preservation while encouraging community welfare.