KOMODIFIKASI RUMAH ADAT BANDUNG RANGKI: STRATEGI BRANDING UNTUK MENINGKATKAN DAYA TARIK WISATA DESA PEDAWA
Keywords:
Commodification, Cultural Branding, Bandung Rangki Traditional House, Culture-Based Tourism, Pedawa VillageAbstract
Bandung Rangki Traditional House in Pedawa Village, Banjar Sub-district, Buleleng Regency, is one of the cultural heritages of the Bali Aga community that is experiencing a commodification process in the context of culture-based tourism. This research aims to explore the Branding strategy applied to the Bandung Rangki Traditional House and the impact of commodification on the local community. Using qualitative methods and a case study approach, data was collected through in-depth interviews, direct observation, and documentation studies. The results show that the Branding strategy applied includes strengthening cultural identity, utilizing digital media for promotion, and involving local communities in tourism management. Although commodification increases tourist visits, challenges such as the commercialization of traditions and changes in cultural values still need to be considered. Therefore, a balanced strategy between tourism development and cultural preservation is needed so that the sustainability of cultural heritage is maintained.
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