<![CDATA[Jawara is a local wisdom value used as a tourism selling point in Banten. In its application, the symbolism of Jawara land has become an obstacle to the development of a tourist village in Cikolelet, Serang. This study aims to analyze the local wisdom values in Cikolelet Village. Specifically, this study examines the obstacles encountered in developing Cikolelet, the first tourism village in Serang Regency. This study uses a descriptive qualitative approach, combining field observations, comprehensive interviews, and extensive literature reviews. The results show that the socio-cultural values of the community, namely obedience, honesty, patriotism, and religiosity, are strengths in the development of Cikolelet as a tourist village. However, the commodification of tourist attractions is considered to have reduced the value of local wisdom. The clash between community customs and tourists' behavior and dress codes stems from the lack of rules or guidelines for tourists' conduct and attire, as well as the community's concerns about the adverse effects of tourism on the village. Therefore, involving tourism stakeholders in the management of the tourism village is one solution to avoid such conflicts and to build collaboration among various parties in the development of the tourism village.]]>
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