The Effect of Digital Promotion and Destination Attractiveness on the Cultural Commodification Process at the Garut Ram Tourism Site
Keywords:
digital promotion, destination attractiveness, cultural commodification, cultural tourism, Garut ram tourism
Abstract
This study aims to analyze the influence of digital promotion and destination attractiveness on the process of cultural commodification in the Domba Tourism destination in Garut Regency, Indonesia. The Garut ram fighting tourism, a unique local cultural heritage, has yet to gain competitive strength compared to other destinations due to limited promotion and a lack of appealing cultural presentation. This research uses a quantitative approach with a descriptive-verificative method. Data were collected through a closed questionnaire distributed to 460 respondents who had visited the Domba Tourism site and were active social media users. The results of the regression analysis show that both digital promotion and destination attractiveness significantly influence cultural commodification, with digital promotion having a more dominant effect. Digital promotion plays a crucial role in expanding the reach of local cultural information and transforming traditional practices into attractive tourism products for both domestic and international markets. The study recommends optimizing an integrated digital marketing strategy to enhance the competitiveness of cultural tourism and support the sustainable preservation of local culture.
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References
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Alzaydi, Z. M., & Elsharnouby, M. H. (2023). Using social media marketing to pro-tourism behaviours: the mediating role of destination attractiveness and attitude towards the positive impacts of tourism. Future Business Journa, https://doi.org/10.1186/s43093-023-00220-5.
Arini, N., Wisnawa, I., Putra, P., & Putra, I. (2023). PROMOSI DESA WISATA PENGLIPURAN PASCA PANDEMI COVID–19 MELALUI FESTIVAL BUDAYA. Jurnal Ilmiah Pariwisata Agama dan Budaya Volume 8 No 2, 176-189.
Ariya, G., Wishitemi, B., & Sitati, N. (2017). Tourism Destination Attractiveness as Perceived by Tourists Visiting Lake Nakuru National Park, Kenya. International Journal of Research in Tourism and Hospitality (IJRTH). Volume 3, Issue 4, 1-13.
Armutcu, B., Tan, A., Amponsah, M., Parida, S., & Ramkissoon, H. (2023). Tourist behaviour: The role of digital marketing and social media. Acta Psychologica, https://doi.org/10.1016/j.actpsy.2023.104025.
Bhagya, T. G. (2021). Analisis Faktor Kualitas Produk Yang Menentukan Kepuasan Konsumen. Ekonam: Jurnal Ekonomi, Akuntansi & Manajemen, 3(1), 41-49.
Chaffey, D., & Chadwick, F. E. (2022). Digital Marketing Strategy, Implementation and Practice 8th edition. Pearson.
Chairiyah. (2024). Pengaruh Promosi Media Sosial dan Daya Tarik Wisata terhadap Keputusan Berkunjung Pada Kebun Jeruk Hijau Manis Desa Pematang Kuing Kecamtan Sei Suka Kabupaten Batu Bara. Medan: Universitas Medan Area.
Cohen, E. (1988). Authenticity and commoditization in tourism. Annals of Tourism Research. Volume 15, Issue 3., 371-386.
Cooper, C., Fletcher, J., Gilbert, D., & Wanhill, S. (1998). Tourism: Principles and Practise. 2d edition. Longman.
Direktorat Statistik Keuangan, T. I. (2024). Statistik Kunjungan Wisatawan Nusantara 2023 Volume 6. Jakarta: Badan Pusat Statistik Indonesia.
Gede, A. P., & Pradana, G. Y. (2022). Implikasi Penataan Desa Wisata Penglipuran Terhadap Kelestarian Budaya Bali. Jurnal Pariwisata Indonesia Vol 18 No 1, 1-14.
Greenwood, D. J. (1977). Culture by the Pound: An Anthropological Perspective on Tourism as Cultural Commodification. Dalam V. L. Smith, Hosts and Guests: The Anthropology of Tourism (hal. 129-138). Philadelphia, PA: University of Pennsylvania Press.
Greenwood, D. J. (1989 (edisi ke-2)). Culture by the Pound: An Anthropological Perspective on Tourism as Cultural Commoditization. Dalam V. L. Smith, Hosts and Guests: The Anthropology of Tourism (hal. 171–186). Philadelphia: University of Pennsylvania Press.
Hasibuan, M. (2025). Pengaruh Daya Tarik Wisata, Promosi Digital dan Fasilitas Terhadap Minat Berkunjung Wisatawan di Objek Wisata Taman Kelapa Pandan Wangi Labuhanbatu. Socius Jurnal Penelitian Ilmu-Imu Sosial, 377-386.
Hussain, K., Alam, M. M., Malik, A., Tarhini, A., & Balushi, M. K. (2024). From likes to luggage: The role of social media content in attracting tourists. Heliyon, https://doi.org/10.1016/j.heliyon.2024.e38914.
Irianto, A. M. (2016). KOMODIFIKASI BUDAYA DI ERA EKONOMI GLOBAL TERHADAP KEARIFAN LOKAL: Studi Kasus Eksistensi Industri Pariwisata dan Kesenian Tradisional di Jawa Tengah. Jurnal Theologia, 212-236.
Kemenparekraf. (2024, 10 14). Kemenparekraf.go.id. Diambil kembali dari https://www.kemenparekraf.go.id/berita/siaran-pers-menparekraf-tidak-pernah-ada-pekerjaan-yang-selesai-untuk-kesejahteraan-masyarakat?utm_source=chatgpt.com
Kotler, P., & Keller, K. L. (2016). Marketing Management Ed. 15. Pearson.
Mutiarin, D., Utami, S., & Damanik, J. (2021). New Normal Policy Promosi Kebijakan Pariwisata Dalam Rangka Percepatan Penanganan Dampak COVID-19. Jurnal Kepariwisataan, 20-33.
Noviyanti, S. (2014, 12 24). Travel News. Diambil kembali dari Kompas.com: https://travel.kompas.com/read/2014/12/24/164500827/Peluncuran.Wonderful.Indonesia.dan.Pesona.Indonesia.
Pemerintah Provinsi Jawa Barat. (2023). Open Data Jabar. Diambil kembali dari Koleksi data: https://opendata.jabarprov.go.id/id/dataset/jumlah-pendapatan-asli-daerah-bidang-pariwisata-berdasarkan-sektor-wisata-di-jawa-barat?utm_source=chatgpt.com
Prabawati, N. P. (2020). Desa Canggu, Bali Sebuah Basecamp Bagi Digital Nomad? Identifikasi Produk Wisata Berdasarkan 4 A (Attraction, Amenity, Accessibility, Ancilliary). Jurnal Kepariwisataan Indonesia. Vol 14 No. 2., 91-108.
Sari, D. R. (2022). Pengaruh Amenitas dan Aksesibilitas Terhadap Kepuasan Wisatawan di Taman Margasatwa Semarang. Gemawisata: Jurnal Ilmiah Pariwisata. Vol. 18 No. 2, 80-90.
Savitri, A., Wijaya, K., & Prabawati, N. (2024). Pengembangan Pariwisata Berbasis Budaya Melalui Collaborative Governance di Desa Wisata Penglipuran. Socio-political Communication and Policy Review, 10-18.
Schmitt, T. M. (2022). The Commodification of World Heritage:. Dalam 50 Years World Heritage Convention: Shared Responsibility – Conflict & Reconciliation (hal. 377-389). Cham, Switzerland: Springer.
Suherlan, C., & Rostini, I. (2021). Strategi Peningkatan Daya Tarik Destinasi Wisata Situ Cangkuang Kabupaten Garut. Prosiding Seminar Nasional Universitas Galuh , 757-765.
Published
2025-09-27
How to Cite
Avrianto, A., Murwenie, I., & Farisya, G. (2025). The Effect of Digital Promotion and Destination Attractiveness on the Cultural Commodification Process at the Garut Ram Tourism Site. Sainteks: Jurnal Sain Dan Teknik, 7(02), 236-248. https://doi.org/https://doi.org/10.37577/sainteks.v7i02.919
Section
Articles
