The Role of Stakeholders in Addressing Cultural Commodification in Puri Saren Agung Ubud Gianyar District

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 as a cultural heritage landmark which then commodifies its culture. This research examines the role of stakeholders in responding to cultural commodification. Based on qualitative research with hermeneutic phenomenological analysis, the results show that this cultural commodification is responded to in a form by stakeholders, in this case ARCGM (Academy, royals, community, government, media). 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; 5) media as an accelerator and mediator. This study proposes that stakeholders build tourism mobility with innovative local values to strengthen socio-cultural identity. This study makes it possible to provide a better understanding of socio-cultural consequences as a basic framework in formulating policies, regulations and collectivities.