Abstract
Nyepi is a sacred and a holy day for Hindus in Bali, Indonesia. It only happens once a year. At Nyepi time, for one day, all day activities in Bali are stopped, and the Hindus shall carry Catur Bratha PeNyepian, which consist of: Amati Karya (not working), Amati Geni (not light a fire), Amati Lelungan (not traveling) and Amati Lelanguan (not having fun/entertainment). Along with the rapid development of tourism in Bali, a Nyepi ritual is also inseparable from the shadow of tourism commercialization. In the last decade, more and more businesses are offering Nyepi holiday packages to tourists. Surely this is contrary to the real essence of Nyepi. The purpose of this research is to reveal what tourism through the commercialization of Nyepi holiday packages which has been done through the commodification of Nyepi as compared to its real meaning and how does Nyepi become a new hegemony in the sphere of social multiculturalism. This research approach is qualitative description, and the theorical used, among others: the commodification theory, the theory of hegemony and the theory of consumerism. The result show that the influence of commercialization and commodification of Balinese culture is an outcome of the advancement of tourism. Nyepi commodification occurs in the process of modernization, which is rooted in capitalism and the increasing of heterogeneity in Bali. This phenomenon appears as an attempt by revolts against prevailing hegemony of Nyepi in Bali.
Highlights
The tourism concept developed in Bali cannot be separated from culture and religion, as this is its soul
The purpose of this research is to study about commercialization of Nyepi holiday packages which has been done through the commodification of Nyepi compared to its real meaning and how does Nyepi become a new hegemony in the sphere of social multiculturalism
This study focuses more on the commodification of Balinese culture through commercialization on Nyepi holiday packages, in addition, this study discusses 'cultural rebellion' as a result of the hegemony of Nyepi in Bali
Summary
The tourism concept developed in Bali cannot be separated from culture and religion, as this is its soul. Through the "Bali Regional Seminar on Cultural Tourism" in 1971, the concept of "Cultural Tourism" formally adapted and used as a slogan to Bali's tourism (Picard, 2006). This was confirmed by the Regional Regulation (Perda) No 3 of 1974 issued by the Government of Bali, and updated by Perda No 3 of 1991 on Cultural Tourism. More than a decade later, this concept is reinforced through the Bali Provincial Regulation No 2 of 2012 on Cultural Tourism of Bali. All activities of the majority of the people of Bali are inseparable from Hinduism in its foundation
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