THE IMPACT OF CULTURAL TOURISM PRODUCT COMMODIFICATION ON TOURIST VISITATION AFTER THE COVID 19 PANDEMIC IN THE CITY OF BANDUNG

Abstract

The Covid-19 pandemic has had a significant impact on the tourism industry, including in the city of Bandung, West Java, Indonesia. The city of Bandung, which is famous for its cultural wealth and natural beauty, has previously become a popular cultural tourism destination for local and foreign tourists. However, after the pandemic, the number of tourist visits has decreased significantly. This study aims to analyze the effect of the commodification of cultural tourism products on the number of tourist visits to the city of Bandung after the Covid-19 pandemic. Commodification refers to the process of converting culture and cultural tourism products into commodities that are traded for economic purposes. This research will focus on how changing culture into a commodity impacts the tourist experience and how it affects the number of tourist visits to Bandung. This research method will use a qualitative approach with in-depth interviews and observations of tourism industry players, local communities, and tourists visiting the city of Bandung after the pandemic. These data will be analyzed thematically to identify changes in cultural tourism products, tourist perceptions of cultural commodification, and their impact on the number of tourist visits. The results of this study are expected to provide a deeper understanding of how the commodification of cultural tourism products affects the number of tourist visits to the city of Bandung after the Covid-19 pandemic. The implications of this research can be used by tourism stakeholders and local governments in formulating sustainable strategies to return the number of tourist visits to a more optimal level. It is hoped that the results of this research can also provide guidance in maintaining cultural sustainability and maintaining the authenticity of the tourist experience in the city of Bandung. It is important to ensure that tourism in Bandung can serve as a vehicle to support local economic growth while preserving valuable cultural heritage for the local community and visiting tourists.