Cultural Commodification Analysis Based On Local Wisdom In An Effort To Strengthen Madura^s Potential As A Wellness Tourism Destination Dr.Farida Nurul Rahmawati, Msi- Dr. Nikmah Suryandari,Msi- Dr.Windiani,Msi
Communication Science, Universitas Trunojoyo Madura Indonesia
Abstract
This study examines cultural commodification based on local wisdom in an effort to strengthen Madura^s potential as a wellness tourism destination. Madura has a distinctive character in knowledge, behavior and culture about healthy meanings. the concept of the meaning of ^sick^ in madurese knowledge includes ^spiritual^ pain, and physical pain^. This concept gives birth to a behavior and culture of living towards healthy ^spiritual^ and healthy ^ physical^ which has an impact on all their daily interactions including in carrying out economic activities based on local wisdom. The local wisdom that underlies their daily cultural behavior is what has great potential in the development of wellness tourism in Madura. This research uses constructivist qualitative research methods. Observations will be carried out in the Madurese community in the Bangkalan and Sampang regions. The data were obtained through field observations and in-depth interviews. This study found that Madurese people have local wisdom in interpreting the concept of healthy. This local wisdom is seen in their concept of ^Bares Sake ^ and the concept of ^Atamba Araksa^.The meaning of this concept is manifested in the daily behavior of Madura public health communication, namely: ^Arbet Beden^ is to maintain for the body with ^Ajamo^ and ^ So^oso^ tradition and ^Nyabis tradition^. This local wisdom is a potential that can be developed into a tourist destination, especially wellness tourism, but requires product diversification and cultural commodification in an effort to strengthen Madura^s potential as a wellness tourism destination
Keywords: cultural commodification, local wisdom, wellness tourism, Madura, tourism destination.
