<![CDATA[Penelitian ini bertujuan untuk menganalisis proses komodifikasi budaya terhadap Tradisi Sesaji Rewanda di Desa Wisata Kandri serta dampaknya terhadap keberlanjutan pariwisata di Kota Semarang. Fokus penelitian diarahkan pada dua hal utama, yaitu bagaimana komodifikasi budaya dilakukan dalam konteks desa wisata dan bagaimana dampaknya terhadap aspek sosial, budaya, dan ekonomi masyarakat setempat. Penelitian ini berlandaskan pada teori komodifikasi budaya, konsep pariwisata berkelanjutan, dan pendekatan Community-Based Tourism yang menekankan partisipasi masyarakat dalam pengelolaan wisata berbasis budaya. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus tunggal di Desa Wisata Kandri. Teknik pengumpulan data dilakukan melalui observasi partisipatif, wawancara mendalam, dan dokumentasi. Informan dipilih secara purposif yang terdiri dari tokoh adat, pengurus Pokdarwis, masyarakat pelaku tradisi, serta pelaku UMKM. Data dianalisis menggunakan teknik analisis tematik dengan pendekatan induktif. Hasil penelitian menunjukkan bahwa komodifikasi budaya dilakukan secara adaptif dan partisipatif. Tradisi Sesaji Rewanda dikemas menjadi dua bagian, yaitu pelaksanaan sakral untuk masyarakat dan atraksi budaya untuk wisatawan. Komodifikasi ini berkontribusi pada peningkatan pendapatan masyarakat, perluasan peluang usaha, serta penguatan identitas budaya lokal. Namun demikian, muncul kekhawatiran terhadap pergeseran makna spiritual dan ketegangan antar generasi dalam memaknai tradisi. Kesimpulannya, komodifikasi budaya dapat menjadi strategi penguatan pariwisata berkelanjutan jika dikelola secara inklusif, bijaksana, dan tetap menjaga otentisitas budaya. Cultural Commodification of the Sesaji Rewanda Tradition in Kandri Tourism Village and Its Impact on Sustainable Tourism in Semarang City ABSTRACTThis study aims to analyze the cultural commodification process of the Sesaji Rewanda tradition in Kandri Tourism Village and its impact on sustainable tourism in Semarang City. The research focuses on two main issues: how cultural commodification is carried out in the tourism village context and its effects on the local community’s social, cultural, and economic aspects. This study is grounded in the theory of cultural commodification, the concept of sustainable tourism, and the Community-Based Tourism approach, which emphasizes community participation in managing cultural tourism. The research employed a qualitative approach with a single case study method. Data were collected through participatory observation, in-depth interviews, and documentation. Purposive sampling was used to select key informants including customary leaders, Pokdarwis members, community tradition bearers, and small business actors. Thematic analysis with an inductive approach was used to interpret the data. The findings reveal that the commodification process is adaptive and participatory. The Sesaji Rewanda tradition has been divided into two parts: a sacred ritual for the community and a cultural attraction for tourists. This strategy contributes to increased community income, entrepreneurial opportunities, and the reinforcement of cultural identity. Nevertheless, concerns over spiritual meaning dilution and generational tensions in interpreting the tradition have emerged. It is concluded that cultural commodification can support sustainable tourism development when managed inclusively, prudently, and with respect for cultural authenticity.]]>
