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Balinese Arts and Culture As Tourism Commodity in Bali Tourism Promotion Videos

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Balinese Arts and Culture As Tourism Commodity in Bali Tourism Promotion Videos MUDRA Jurnal Seni Budaya Volume 32, Nomor 2, Mei 2017 Volume 32 Nomor 3, September 2017 MUDRAMUDRA Journal Journal of of Art Art and and Culture Culture p 238 - 252 299-307 P-ISSN 0854-3461, E-ISSN 2541-0407 Pemberdayaan Tari Sanghyang Di Banjar Jangu, Desa DudaBalinese Kecamatan Arts Selat, and Kabupaten Culture Karangasem,as Tourism Bali Commodity in Bali Tourism Promotion Videos I Made Purna Balai Pelestarian Nilai Budaya Bali DESAK PUTU EKAJalan RayaPRATIWI, Dalung Abianbase PUTU NUR No. 107, AYOMI, Kuta Utara, KOMANG Badung, BaliDIAN PUSPITA CANDRA English Study Program E-mail: [email protected] Sekolah Tinggi Bahasa Asing (STIBA) Saraswati Denpasar [email protected] Kearifan lokal yang diwadahi Tari Sanghyang di Banjar Jangu, Desa Duda, Kecamatan Selat, Kabupaten Karangasem,Industri pariwisata Bali mengandung di Bali nilai-nilai terus meningkat budaya nilai sejak kemanusiaan, tahun 1970. kebersamaan, Hal ini persaudaraan,didukung tidak kearifan hanya oleh terhadap lingkungan, ketauladan. Karena itu tidak mengherankan oleh pendukungnya Tari Sanghyang telah difungsikankeindahan sebagai alam pulautari yang Bali memiliki tetapi juga fungsi seni religius-magis, dan budaya Balifungsi yang sosial, begitu keharmonisan memukau. terhadap Bali memiliki lingkungankekayaan alam, seni yangserta memilikimenakjubkan, makna budayamoral yang yang sederhana dinamis danbaik berbagai gending tradisimaupun unik pakaiannya yang begitu yang terkenal sangatdi seluruh tergantung dunia. pada Banyak alam. Rumusan orang, khusunya masalah yang orang dibahas asing, dalam yang tulisan ingin melihatini, antara karya lain, seni1) kenapa Bali yang tari artistik Sanghyangdan mengalami di Banjar sendiriJangu diberdayakan; budaya masyarakat 2) apa usaha Bali. pemberdayaan Hal tersebut yang mendorong sudah dan yang mereka akan dilakukan untuk berwisata olehke masyarakatpulau Bali pendukungnya. yang juga dikenal Tujuan sebagai penulisan pulau ini yaitu, surga. 1) Budayamenghidupkan memiliki kembali memiliki Tari Sanghyang peran yang kuat sebagai warisan budaya lokal; 2) membangkitkan suasana magis-religius; 3) Mempertahankan Tari Sanghyangdalam dunia sebagai pariwisata salah satu yang Tari berfungsi Wali yang sebagai harus tetap alat “hidup” promosi ikut secara menunjang internasional, pelaksanaan sebuah upacara peran yang agamasering Hindu. menjadi Agar bahan pemberdayaan perdebatan Tari para Sanghyang ahli. Beberapa dapat optimal, ahli berpikir dan bertaksu, bahwa maka dengan model berubahnya pember- fungsi dayaannyabudaya perlusebagai dilakukan atraksi melaluicara wisata dapat structural mengakibatkan dan kultural. hilangnya keaslian atau originalitasnya karena mengalami modifikasi untuk menyesuaikan dengan kebutuhan wisatawan. Penelitian ini bertujuan Kata Kunci : Pemberdayaan, Sanghyang, Religius-Magis, Taksu. untuk menganalisis bagaimana seni dan budaya Bali dikemas sebagai komoditas pariwisata dalam video promosi pariwisata Bali yang telah dipublikasikan secara internasional oleh Dinas Pariwisata Bali. Data dikumpulkanEmpowerment dengan ofmetode Sanghyang observasi Dance dan inkemudian Jangu Village dianalisis menggunakan teori dari Kotler and Armstrong of(2008). Duda TemuanSelat, Karangasem dan pembahasan District dipaparkan Bali dengan metode formal dan informal. Seara umum temuan kami menunjukkan bahwa video pariwisata Bali terdiri dari empat dimensi, yaitu: (1) essence of product, (2) real product, (3) processed real product and (4) additional Localproduct, knowledge yang is dijelaskan contained indalam Banjar sub Jangu bab Trancepembahasan. Dance, Village Duda, District Strait, Karangasem, Bali containing cultural values of humanity, solidarity, fraternity, wise to the environment, representative. It isKata not surprisingkunci: seni, by supporters budaya, komoditas,Dance Trance promosi, has functioned pariwisata as a dance that has magical-religious func- tions, social harmony to the natural environment, and has a simple moral meaning both the musical and clothing is very dependent on nature. The problems discussed in this paper, among others, 1) why Trance DanceTourism in Banjar industry Jangu in empowered; Bali has increased2) what empowerment significantly efforts since that 1970’s. have beenIt is andsupported will be donenot onlyby by its supportingstunning community. nature of BaliThe purpose but also of its this fascinating paper, namely, arts 1) and revive culture. Dance Bali Trance has as incredible local cultural arts, heritage; vibrant culture 2) andevoke unique the atmosphere traditions of a whichmagical-religious; have been 3) very Dance famous Dance Trance all over one theguardian world. must Many remain people "live" for especially theforeigners implementation want of to the see Hindu Balinese’s ceremony. artistic In order artworks for optimal and Trance experience Dance empowerment, their culture. and It bertaksu,motives them to then the model through structural and cultural empowerment. travel to the island which also well known as the island of paradise. Culture has a compelling role in tourism functioning as an internationally promoted commodity, a role that has often been the subject Keywords:of disputes Empowerment, among academics. Trance, Religious-Magis, Some people Taksu. consider that the changing of culture become tourist attractions will cause the loss of culture’s authenticity through modification. Many scholars say that cultures that are performed as tourist attraction will lose its originality to adjust the tourist demand. This study aims at analyzing how Balinese arts and culture are packaged as tourism commodity in Proses BaliReview tourism : 19 April promotion- 4 Mei 2017, Dinyatakanvideos which Lolos : 8internationally Mei 2017 Published by Bali tourism board. The data were collected through observation method and note taking technique. The data were analyzed by using levels of product theory by Kotler and Armstrong (2008). The findings and discussions were 238 presented through formal and informal methods. Our findings show that Bali tourism promotion videos consist of four dimensions: (1) essence of product, (2) real product, (3) processed real product and (4) additional product, as described in the discussion. Keywords: art, culture, commodity, promotion, tourism Peer Review : 1 - 20 September 2017, Accepted to Publish : 22 September 201 299 Desak Putu Eka Pratiwi, Putu Nur Ayomi, Komang Dian Puspita Candra (Balinese Arts.....) MUDRA Journal of Art and Culture I. INTRODUCTION that create a different entity from the classic concepts of product or/and service. It is executed by using a Bali is known as the island of thousand temples model which is develop in the basis of Kotler and where spiritual activities happen day and night. Armstrong’s (2008) levels of product theory which Almost all aspects of Balinese life are very inspiring, elaborates and presents the basic concept of product including their way of life, incredible arts, vibrant as having different dimensions. The first central culture and unique traditions. Balinese life cannot be feature is the “core” product, relates to what is bought separated from cultural practices as well as religious by the consumer in term of benefits gained; the ceremonies. The connection between art and religion second level is the “actual” product, relates to what suggesting Balinese art is in fact part of religious identifies and distinguishes the product in the form of celebration, an offering to God. The unity of art and package, quality, style, physical features and brand. religion ensures that the art is constantly practiced The third level is the “augmented” product, relates and becomes part of Balinese life. Gamelan, songs to the additional elements and benefits to the core and dances are performed in the temple to worship product. The analysis of Balinese arts and culture as the almighty God. The paintings, carving and statues a product in tourism advertisements is presented in are mostly inspired by the manifestation of God the discussion. and Goddess. Even flying kite is the expression of their gratitude to God (Pratiwi and Arka, 2006). II. RESEARCH METHOD The uniqueness of Balinese cultural life becomes a magnet for travelers and results in the development The main data were taken from Bali tourism of mass tourism in Bali. In addition, the Bali local promotion videos Published by Bali Tourism people are very warm and friendly which strongly Board. The promotion videos from Bali Tourism support the development industry in Bali. Board were used as the main data source since they explicitly promote Balinese arts and culture as tourist It is widely common for destinations to use the aspect attractions. The videos were taken from YouTube of culture as a means to attract tourists. This means on July 2017. The data were collected through making culture a commodity and hence packaging observation method and note taking technique. The and selling it for consumption (Cole, 2007). In fact, data were analyzed by using levels of product theory Shepherd (2002) states that the increasing tourism by Kotler and Armstrong (2008). The findings and demand inevitably leads to the commoditization of discussions were presented through formal and cultures, as the tourists want to experience cultures informal methods. which different from their own. A widely supported view in the literature is that this commoditization III. FINDING AND DISCUSSION actually destroys the local culture making it inauthentic. Bali has strong cultural sociology which According to Eaglen
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