EVENTISASI WARISAN BUDAYA DALAM KOMUNIKASI PARIWISATA: STUDI TURNAMEN GASING DI MALIMBU, LOMBOK UTARA
Abstract
This study aims to analyze the eventization of cultural heritage in tourism communication through the organization of traditional spinning-top tournaments in Malimbu, North Lombok. Traditional spinning-top games represent not only a form of community recreation but also embody social values and cultural identity that hold potential for development as community-based tourism attractions. This study employs a qualitative approach using a case study method. Data collection is designed through observation, in-depth interviews, documentation, and social media content analysis, particularly examining the publication of spinning-top tournaments through Robin Ahmad's social media account during 2026. The analysis focuses on the process of transforming traditional games into organized tournament events, the representation of local cultural identity, and the construction of tourism messages through digital media. The study draws on Stuart Hall's theory of cultural representation and the concept of event tourism to examine the relationship between cultural heritage preservation, cultural event organization, and tourism communication. Conceptually, this study positions the eventization of cultural heritage as a communication practice that connects cultural preservation, the construction of local identity, and the dissemination of messages through digital media. The findings are expected to contribute to the development of tourism communication studies based on cultural heritage and provide insights for local communities and stakeholders in sustainably developing cultural activities.
References
Artana, I. M. P., & Suardana, I. K. P. (2022). Representasi Pemberitaan kompas.com Tentang Destinasi Wisata Mandalika. Communicare : Journal of Communication Studies, 3(1), 31–40.
Choirunnisa, I., & Karmilah, M. (2021). Strategi Pengembangan Pariwisata Budaya Studi Kasus: Kawasan Pecinan Lasem, Kampung Lawas Maspati, Desa Selumbung. Jurnal Kajian Ruang, 1(2), 89–109. http://jurnal.unissula.ac.id/index.php/kr
Ciptari, P. D. K., Wibawa, I. G. J. S., & Suardana, I. K. P. (2022). Pengelolaan Destinasi Wisata Kuliner dalam Mendukung Pariwisata Berkelanjutan Di Desa Suranadi. Journal of Finance and Business Digital, 1(3), 203–218. https://doi.org/10.55927/jfbd.v1i3.1335
Desiana, R., Novianti, E., & ... (2021). Strategi komunikasi pariwisata berbasis budaya dalam menunjang pariwisata di kawasan Bandung Utara. Tornare: Journal of …. https://jurnal.unpad.ac.id/tornare/article/view/31663
Febriyanti, C., Prasetya, R., & Irawan, A. (2018). Etnomatematika Pada Permainan Tradisional Engklek Dan Gasing Khas Kebudayaan Sunda. BAREKENG: JURNAL ILMU MATEMATIKA DAN TERAPAN, 12(1), 1. https://doi.org/10.30598/vol12iss1pp1-6ar358
Getz, D., & Page, S. J. (2016). Progress and prospects for event tourism research. Tourism Management, 52, 593–631. https://doi.org/10.1016/j.tourman.2015.03.007
Hall, S. (1997). Representation: Cultural Representations and Signifying Practices. Sage Publications.
Harining, N. L. S., & Suardana, I. K. P. (2025). Komunikasi Pariwisata Edukatif Dalam Penguatan Kesadaran Budaya Lokal Pada Anak Usia Dini Di Pratama Widyalaya Dharma Kumara. Paryaṭaka: Jurnal Pariwisata Budaya Dan Keagamaan, 3(2), 379–388. https://doi.org/https://doi.org/10.53977/pyt.v3i2.2442
Karni, N. K., Artana, I. M. P., Artini, N. N. P., & Suardana, I. K. P. (2023). Identifikasi Potensi Daya Tarik Wisata Pura Tanjung Bukur di Lombok Utara. Paryataka: Jurnal Pariwisata Budaya Dan Keagamaan, 2(1). https://doi.org/https://doi.org/10.53977/pyt.v2i1.1299
Kusumajanti, Judijanto, L., Widodo, D. P., Ekasani, K. A., Suardana, I. K. P., Sutresna, A., Wilantari, N. N. A., & Rahmadiana. (2025). Komunikasi Pariwisata (I. Kumalasari, Ed.; 1st ed.). T. Green Pustaka Indonesia.
Kusumajanti, K., Judijanto, L., Widodo, D. P., Ekasani, K. A., & ... (2025). Komunikasi Pariwisata. books.google.com. https://books.google.com/books?hl=en&lr=&id=aKBxEQAAQBAJ&oi=fnd&pg=PA3&dq=jurnalistik+pariwisata&ots=HLjoP0U6Ee&sig=PiB7y19lg-pci1tnSqmJasrmkBE
Morissan. (2014). Media Sosial dan Partisipasi Sosial di Kalangan Generasi Muda. Jurnal Visi Komunikasi, 13(01), 50–68.
Paganini, A. P., Widana, I. N. M., Sumari, M., & Suardana, I. K. P. (2023). Maintaining Traditional Cultural Communication in Digital Media (Study on the Maintenance of the Sorong Serah Aji Krama Tradition on Community Social Interaction in Bayan, North Lombok). Jurnal Digital Media Communication, 2(1).
Prajarto, Y. A. N., & Purwaningtyas, M. P. F. (2021). Media Digital dalam Komunikasi Pemasaran Pariwisata: Efektivitas Sistem Informasi Kanal Pemesanan Daring. Jurnal Ilmu Komunikasi. https://ojs.uajy.ac.id/index.php/jik/article/view/2956
Pribadi, T. I., Suganda, D., & Saefullah, K. (2021). Inkorporasi Nilai-Nilai Kearifan Lokal dalam Pengembangan Pariwisata Budaya di Kampung Sasak Ende, Lombok Tengah. Khasanah Ilmu - Jurnal Pariwisata Dan Budaya, 12(2), 89–96. https://doi.org/10.31294/khi.v12i2.9817
Putra, I., Pramuki, N., & ... (2024). Harmoni Alam Dan Budaya: Mewujudkan Pariwisata Berkelanjutan Melalui Tri Hita Karana Di Desa Adat Bali. Jurnal Pengabdian …. https://journal.adpebi.com/index.php/JPMA/article/view/1156
Saprima, T., Etriadi, & Nasrullah. (2020). Permainan Gasing di Sambas. JURNAL SAMBAS (Studi Agama, Masyarakat, Budaya, Adat, Sejarah), 3(1), 13–27.
Situmeang, I. V. O. (2020). Strategi Komunikasi Pariwisata: Menciptakan Seminyak Menjadi Top of Mind Tujuan Wisata Di Bali. Scriptura. http://scriptura.petra.ac.id/index.php/iko/article/view/22346
Suardana, I. K. P. (2022). Peran Media Online Firstlomboktour.Com Dalam Memasarkan Pariwisata Budaya Di Pulau Lombok. Waisya: Jurnal Ekonomi, 1(2), 148–157.
Sudanayasa, I. N., & Suardana, I. K. P. (2025). Viralitas Media Sosial Dalam Komunikasi Pariwisata Di Lombok. Paryaṭaka Jurnal Pariwisata Budaya Dan Keagamaan, 4(1), 54–63. https://www.e-journal.iahn-gdepudja.ac.id/index.php/pyt/article/view/3210
Supriyanto, B., Gunawijaya, J., & ... (2022). Eksistensi dan Keberlanjutan Budaya Baduy Luar Berbasis Permainan Tradisional. Populis: Jurnal Sosial Dan …. https://journal.unas.ac.id/populis/article/view/1837
Wilantara, M. (2024). Rekonstruksi Komunikasi Pariwisata Bali Mengubah Pandangan Budaya Dari Globalitas Ke Lokalitas. books.google.com. https://books.google.com/books?hl=en%5C&lr=%5C&id=8bxQEQAAQBAJ%5C&oi=fnd%5C&pg=PP1%5C&dq=media+komunikasi+pariwisata%5C&ots=H8rSPtCkTj%5C&sig=09JTTHFY-Dbb_T-GG3PybbH21nU
Zahara, D., & Sinaga, B. (2026). Permainan Tradisional Gasing sebagai Warisan Budaya Lokal di Labuhan Haji. Journal of Community Development and Empowerment, 2(2). https://doi.org/10.70716/jocdem.v2i2.425
