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International Journal of Social Science
Published by bajang Institute
ISSN : 27983463     EISSN : 27984079     DOI : 10.53625
"IJSS” for International Journal of Sosial Science, published by Bajang Instiute. Published in two formats, printed version of ISSN:2798-3463 and the online version of ISSN:2798-4079, both of which are published six times in one year. The scope of the journal studies broadly includes: Culture (a unique study of performing arts and classical culture, traditional from various regions in Indonesia, and modern cultural arts such as dance, fine arts, and music art also includes the study of Indonesian literature on classical and contemporary literary issues) Religion (Study of comparative religion, study of pluralism and religious diversity in Indonesia) Media (Cultural studies and media, New Media and Contemporary Societies) Gender (Urban Culture, Gender bias, and gender inequality) Public policy (extractive public policies, distributive public policies, and regulative public policies) Development (economic and social development, urban and regional development) Environment (customs, social and environmental, land and natural resource utilization) Disaster (local wisdom and social culture, disaster management, community empowerment, survival and humanity, disaster and social emergency response organizations) Tourism (ecotourism, tourism management, religious tourism, urban tourism, and cultural tourism) Economics Agriculture Health Education
Arjuna Subject : Umum - Umum
Articles 611 Documents
IDENTITY NEGOTIATION: AMERICAN AND INDONESIAN CULTURAL HYBRIDITY IN THE HOSPITALITY INDUSTRY Nawangsih Edynna Putri; Arie Restama; Nathaniel Nicolas Ryan
International Journal of Social Science Vol. 6 No. 1 (2026): June 2026
Publisher : Bajang Institute

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Abstract

Globalization allows the rapid spread of American popular culture, including the Halloween celebration, to various countries, including Indonesia. Halloween is no longer represented as an authentic American culture as it adapts to Indonesian local culture. This research aims to reveal the cultural hybridity representations in Javanese traditional Halloween events organized by hotels in Indonesia and analyze the cultural hybridity formulations. This research employed a qualitative method, using Homi K. Bhabha’s theory of cultural hybridity. Data were collected through a literature study and documentation, such as footage of Halloween celebrations at hotels in Indonesia. The findings reveal that Halloween events at hotels in Indonesia embody three main concepts of Bhabha’s cultural hybridity, encompassing Third Space, Mimicry, and Ambivalence. Third Space is represented in the formulation of a new cultural product, a Javanese-themed Halloween, combining Indonesian and American cultural narrations, symbols, and aesthetics. Mimicry is reflected in partial imitation of American Halloween and cultural adaptations, presenting Javanese mystics as the main identity. Ambivalence is portrayed in the hotel’s strategy to adopt global trends and how the hotel industry maintains the local cultural identity as the differentiator. Halloween events organized by hotels in Indonesia are a practical cultural production, highlighting the ability of the hospitality industry to negotiate global and local cultures in forming a contextual hybrid cultural identity and to strengthen destination difference in the hospitality industry