Komodifikasi Budaya Asing sebagai Daya Tarik di Taman Alam Lumbini Berastagi
DOI:
https://doi.org/10.62383/tamasya.v3i2.1048Keywords:
Commodification, Cultural Tourism, Religious Tourism, Spatialization, Tourist AttractionsAbstract
Taman Alam Lumbini in Berastagi, Karo Regency, North Sumatra, is a religious tourism destination that prominently features foreign cultural elements as its main tourist attraction. This study aims to describe the forms of foreign cultural commodification and analyze their utilization as tourist attractions at Taman Alam Lumbini, with the theoretical framework of Political Economy of Communication by Mosco (2009) encompassing commodification, spatialization, and structuration. This research employs a qualitative approach with a descriptive-interpretive design through field research. Data were collected via participatory observation, in-depth interviews with one business actor (costume rental service provider) and three tourists, and documentation. Data analysis followed Spradley's (1980) ethnographic model. The results show that foreign cultural commodification at Taman Alam Lumbini is manifested through: (1) content commodification in the form of Korean (hanbok) and Japanese (kimono/yukata) costume rental services at prices ranging from IDR 30,000–80,000, physical architectural elements (Shwedagon Pagoda replica), and various Chinese-nuanced ornaments; (2) spatialization through the use of the area in front of the pagoda as the primary photo spot and the spread of content through social media platforms such as Instagram and TikTok; and (3) structuration through cooperative relationships between business actors and site management, where tourists consciously participate in the commodification system. The commodification of foreign cultures serves as an effective strategy to differentiate Taman Alam Lumbini as a tourist destination and increase tourist visits.
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