Commodification Of Holy Semana Santa Procession In Marketing Of Religious Tourism

Authors

  • Rolland E. Fanggidae, Patrisius Fongo

Abstract

The tourism development program is a strategic step taken by the government to increase local revenue. Various policies are implemented as an effort to market tourism objects and attractions. In addition, various efforts were also made to explore the potential of tourism that has not yet been exposed so that it becomes a new destination that can be marketed as a tourism product, one of which is religious tourism. However, religious tourism marketing efforts have caused some shifts in values ??and meanings in ceremonial rites that have sacred meanings in them. Tourism marketing policy to package the ceremony into a tourist attraction without considering sacred and ethical values. In this study the Semana Santa holy procession becomes the object of study. Semana Santa is a Catholic religious tradition that is in Larantuka and is very rich in sacred values. However, the packaging of the Semana Santa procession as a tourist attraction obscures the core value of the procession which is to remember the passion of Jesus Christ. Therefore, a criticism is needed so that the marketing efforts of religious tourism must be an Ethical Tourism Marketing concept to maintain the sacred value of a rite or sacred ceremony.

 Purpose: This research aims to explain the comodification of the Holy Semana Santa Procession in the markting of religious tourism.

Design/Research method: This type of research used in this research is descriptive with quantitative methods. Data processing using the IBM SPSS 21 applivation.

Finding: The purpose of testing the influence of exposure to the motivation to visit to see how far the influence exerted efforts to market Semana Santa in the form of commodification. The results showed that the marketing mix had a positive effect on the motivation for traveling to the Semana Santa ceremony.

Limitation: This research is only about comodification of the Holy Semana Santa Procession in the markting of religious tourism.

 Implication: this study can be used as a basis for marketing and tourism science.

Published

2020-12-01

Issue

Section

Articles