The Impact of Cultural Commodification as a Tourist Attraction in Puri Saren Agung Ubud, Gianyar Regency

Abstract

The impact of cultural commodification tends to refer to negative patronage issues, and little attention is paid to discussions of social adjustment. Puri Saren Agung Ubud is a cultural heritage landmark that then commodifies its culture. Framed by Fairclough's form of commodification, Cohen's socio-cultural impact, and Grimble & Wellard's stakeholder role principles, this research investigates the socio-cultural consequences of cultural commodification and the role of stakeholders in responding to these consequences. Based on qualitative research with hermeneutic phenomenological analysis, the results show that cultural commodification occurs in three terms of social phenomena, namely genetics, rationality, and functionality. Performing arts as a tourism product has experienced a shift in the function of sacralization towards secularization for the needs of exoticism; the impact of cultural commodification also produces economic motives, a means of stress relief, creating motivation, sunnum bonum actions, and strengthening relationships. The impact of cultural commodification needs to be addressed in a form by stakeholders, in this case, ARCGM (Academy, royals, community, government, media), so that tourism mobility at Puri Saren Agung Ubud creates prosperity and quality. The roles of ARCGM stakeholders are 1) academy as drafter; 2) royals as policy creators and facilitators; 3) community as implementer; 4) government as coordinator; and 5) media as an accelerator and mediator. This study proposes stakeholders build tourism mobility with innovation in local values to strengthen socio-cultural identity. This study allows for a better understanding of sociocultural consequences as a basic framework for formulating policies, regulations, and collectivities.