Commodification of Kecak Ramayana as Tourism Art in Melasti Beach, Ungasan Village, District of Kuta Selatan, Badung, Bali

Abstract

This research examines the integration of Kecak Ramayana into Balinese traditional tourism art, focusing on the tourism art industry in the Beach of Melasti, Ungasan, Bali. The central theme explores the commodification of art’s role in attracting tourists and enhancing their imaginative experiences, delving into its impact on the ritual values and spiritual aspects of Kecak Ramayana. Utilizing a qualitative approach with interviews, observation and content analysis, the study addresses how this integration unfolds. Findings reveal that commodification causes a dissociation from ritual contexts, leading to the erosion of spiritual values due to a strong consumer-centric emphasis. This phenomenon also impacts Balinese cultural heritage, particularly in Melasti. Recommendations highlight a sustainable tourism model, emphasizing the conservation of cultural values in Kecak Ramayana for relevance in the modern tourism context. The research contributes to understanding the interaction between traditional performing art, tourism and commodification within a unique cultural framework.