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E-Journal of Tourism Vol.4. No.2. (2017): 71-77 

 

http://ojs.unud.ac.id/index.php/eot  71  e-ISSN: 2407-392X.  p-ISSN: 2541-0857  

1
 A Comparison Study of Tangible and Intangible Culture  

as Commercialisation  Process of Tourism Village in Yogyakarta 
 

Lucia Asdra Rudwiarti, Anna Pudianti and Vincentia Reni Vitasurya 
 

Architecture Department, Universitas Atma Jaya Yogyakarta 

Yogyakarta, Indonesia 

 

Corresponding Author: lucia@mail.uajy.ac.id 

 

 

ARTICLE INFO 

 

 
Received  

05 October 2016  

Accepted   

17 August 2017 

Available online  

25 August 2017  

 

 

 

 

 

 

 

 

ABSTRACT 

 

The paper is an empirical study examining the tangible and intangible culture 

of rural tourism with a focus on rural transformation from daily local into 

commercial behaviour due to presence of tourism activities. It explores the 

process of commercialization of tangible and intangible culture. The case 

studies of Brayut and Pentingsari rural tourism village are studied through 

observation and interviews of physical and non-physical transformation with 

community members and the rural tourism manager. Both villages are the 

unique growing tourist village in Yogyakarta, but Brayut has a potential asset 

of maintained condition  traditional Javanese house in whereas Pentingsari 

has an attractive natural of green village with the local cultural heritage. The 

qualitative empirical research study was applied to explore the transformation 

of cultural meaning by the locals before and after commercialization process. 

Firstly, the study reviewed the original tangible and intangible culture before 

transformation. Secondly, changes in cultural functions and meaning are 

analyzed in the current situation caused by its transforming into commercial 

activities. By examining the comparison of tangible and intangible culture in 

the commercializing process is built to understand the relationships between 

the two and the quality of its transformation.  

 

Keywords: tourism village, traditional Javanese house, commercialisation of 

space 

 

Introduction 

 

Background 

 

Culture is the way of life in relation 

with the beliefs, customs, language, cuisine, 

music, and arts, and other manifestations of 

human achievement regarded collectively in a 

particular group of people at a particular time. 

In the context of tourism, the culture-based 

tourism has been known as the part of effortt 

to enhance livelihoods of such communities 

(Ahebwa, Aporu and Nyakaana, 2016) without 

vanishing the lifestyle of the people, their art, 

architecture, religion, and other elements that 

identified their way of life. Cultural-based 

tourism widely applied in rural areas with the 

aim to intensify the rural livelihoods, so 

several studies focusing on the development of 

the rural economy, such as the problem of  

village absorption of the tourism program 

(Royo-Vela, 2009), the marketing model of 

cultural-rural tourism (Ahimsa-Putra, 2011), 

and behavior towards external intervention to 

develop sustainable tourist village 

(Samanpour, 2012). Access to capital assets in 

form of natural, physical, financial, human, 

and social can enhance the construction of 

community's livelihoods  (Ahebwa, Aporu and 

Nyakaana, 2016). 

 

 

1
The article had been presented in The International 

Tourism Conference “Promoting Cultural & Heritage 

Tourism” at Udayana University, 1-3 September 2016. 

mailto:lucia@mail.uajy.ac.id


E-Journal of Tourism Vol.4. No.2. (2017): 71-77 

 

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Research Objective 

 

This study aims to show the role of 

cultural-based tourism in the process of 

commercialisation especially in rural area 

from both tangible and intangible culture 

itself. As Ahimsa-Putra said that there is an 

ecconomic response during the transformation 

of the rural area because of the tourism 

activity called the process of 

commercialisation. The meaning of 

commercialisation process in this study is the 

transformation process of community to 

enable penetrate and benefit from the tourism 

value chain. 

 

Literature Review 

 

Previous Study Related to Research Topic 

  

 Hwang, Stewart and Ko (2012) and 

Pudianti (2013) have been studied Brayut 

Rural Tourism focusing on economic 

response. He categorized two type of 

commerciallysation process which are called 

Cultural Commercialisation, and Spacial 

Commersialisation. Several studies have been 

conducted in Pentingsari focusing on various 

issues. Most of the studies is in tourism 

management and economic point of view. 

Among others the most recent study by  van 

Deursen and Raaphorst (2014) found that 

transforming the physical of their house to be 

a homestay is the biggest form of participation 

(83%).  The author dit not focus on  how 

people transformed their house but only on the 

way people followed the process on change by 

their participation. Another study was done by 

Pudianti, Syahbana and Suprapti (2014) who 

has interested in analyzing the concept of self 

conservation in Pentingsari.  

 

This study focussed on how villagers 

defend themselves from external influences 

which are not in favor of environmental 

sustainability. This study focuses on how 

villagers defend themselves from external 

influences which are not in favor of 

environmental sustainability, but the scope of 

this study is at the level of the rural area as a 

whole and not on the details of the settlement 

component in micro level. But on the topic of 

cultural tourism the most recent studies has 

been done such as Ahebwa, Aporu and 

Nyakaana (2016), Liu (2006), Van-Deursen 

and Raaphorst (2014) and Pudianti, Syahbana 

and Suprapti (2016) focusing on the relation 

between it with the sustainable cultural 

heritage management and the role of 

community participation. Differ from the 

previous studies of cultural tourism point of 

view, this study focussing on the quality of 

cultural asset itself which consists of tangible 

and intangible culture. 

 

Yogyakarta is the second highest of 

urbanization in Indonesia after Jakarta. 

Yogyakarta is well-known as the cultural city, 

and the center of Javanese Culture. This city 

represents the local context in developing the 

concept of livability in traditional milieu 

(Herawati et al., 2014; Royo-Vela, 2009).  

Brayut and Pentingsari are villages in north of 

Yogyakarta (Fig 1.), but Brayut is located 

about 20 km from Yogyakarta while 

Pentingsari is 32 km from Yogyakarta city. 

Along with the development of Brayut region 

into a tourist village, any physical changes 

occur mainly in the settlement, but the 

traditional house, however until now  are still 

preserved. Besides this tourist village has a 

traditional building types of the most complete 

traditional houses that are unspoiled and still 

retained its authenticity is leased. On the other 

hand Pentingsari is located on the slopes of 

Mount Merapi. Pentigsari is in an isolated area 

with limited access to the village, but has an 

attractive natural of green village with the 

local cultural heritage. Based on those 

uniqueness of Brayut and Pentingsari, the 

cases are valuable to be analyzed as case study 

reseach. 

 

Methodology 

 

Research Location 

 

Research was undertaken in 

Pentingsari and Brayut Village Yogyakarta, 

see Figure 1. 

 

 



E-Journal of Tourism Vol.4. No.2. (2017): 71-77 

 

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Figure 1. Location of Study Area 

 

Data Analysis 

 

 The strategy of this research is using a 

case study research by Pudianti (2013) that 

the the unique  phenomenon on the rural 

development in a success case, 2) its capacity 

to explain causal links, 3) the development of 

cultural tourism  theory, 4) the used of 

multiple source evidence. Brayut and 

Pentingsari are taken as case studies since 

theirs special case which describe the pasion 

of the commercialization process, from the 

side of transformation itself and also the role 

of  the community participation in keeping 

the traditional context of their villages, as 

Samanpour (2012) said that the traditional 

context is superior in terms of encouraging 

public participation.  

 

  This study is using the case study 

research with two case studies which are 

complementary and enriching in terms of 

tangible and intangible culture. The case 

study research is a mix-method research (Yin, 

2013), but to explore the role of tangible and 

intable cultural tourism in the 

commercialisation process which is an 

unconsciousness action of community, the 

qualitative empirical should be emphasized. 

Firstly, the study reviewed the original 

tangible and intangible culture before and 

after commercialisation process. Secondly, 

changes in cultural functions and meaning are 

analyzed in the current situation caused by its 

transforming into commercial activities. By 

examining the comparison of tangible and 

intangible culture in the commercializing 

process is built to understand the 

relationships between the two and the quality 

of its transformation.  

 

Results and Discussion 

 

  Brayut tourist village is one of the 

tourist village in Sleman district who rely on 

daily aspects of history and traditional life of 

the villagers. The long history behind the 

formation of this village produced many 

traditional buildings primarily to residential 

residents. Prosperity of the villagers as well 

as the proximity to the circles of monarchy 

power of Yogyakarta at that time resulted in 

community who have the kind of home that 

"classy" in that age, such as the type of Joglo 

house (usually owned by highest class of 

community), houses of limasan with different 

kinds of variations (usually owned by the 

merchants and rich peasants), and kampung 

style (usually owned by the commoners and 

laborers). The three types of traditional 

houses are some of the well-preserved 

because it is still inhabited by the villagers. 

Along with the development of Brayut region 

into a tourist village, any physical changes 

occur mainly in the house - the traditional 

house, however until now  are still preserved. 

This tourist village has a traditional building 

types of the most complete traditional houses 

that are unspoiled and still retained its 

authenticity. Most of them leased for the 

tourist accommodation, see Table 1.  

 

Table 1. Tangible and Intangible Culture of 

Brayut Village 

 

No 

Before 

commercialisation 

After 

commercialisation 

Tangible Intangible Tangible Intangible 

1 Gamelan -

tradisional 

musical 

instrument 

Play 

traditional 

musics to 

support 

tradisional 

ceremonies 

Gamelan -

tradisional 

musical 

instrument 

Less 

interest of 

traditional 

musics by 

the young 

people. It 

could be 

encouraged 

through the 

need of 

tourism 

activities 

Play 

tradisional 

musics to 

support 

tourism 



E-Journal of Tourism Vol.4. No.2. (2017): 71-77 

 

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Education 

and 

workshop 

of playing 

tradisional 

musics to 

support 

tourism 

 Tradisional 

dances to 

support 

tradisional 

ceremonies 

 Less 

interest of 

the young 

people 

learning 

tradisional 

dances. It 

could be 

encouraged 

through the 

need of 

tourism 

activities 

tradisional 

dance to 

support 

tourism 

Education 

and 

workshop 

of 

tradisional 

dances to 

support 

tourism 

2 Original 

Tradisional 

House 

The use of 

house in 

tradisional 

layout for 

the daily 

life 

Additional 

rooms for 

tourist or 

fungsional 

change of 

original 

rooms 

Part of the 

house for 

daily life 

of the 

owner, 

other part 

for tourist 

activities 

  

Pendopo The use of 

house 

during the 

traditionnal 

ceremonies 

Pendopo 

as tourist 

meeting 

room 

Simulation 

of tradition 

held for 

tourist 

experience 

3 Paddy's 

field 

The 

tradition of 

farming 

Paddy's 

field 

The 

tradition of 

farming  

  Harvest 

ceremony 

Harvest 

ceremony 

   The 

tradition of 

farming 

and harvest 

ceremony 

as tourist 

attraction  

4 Village 

landscape 

The social 

activities 

of the 

village 

Village 

landscape  

The social 

activities 

of the 

village 

  Merti bumi 

ceremony - 

clean and 

 Merti bumi 

ceremony 

as the 

take care 

of the earth 

- 

tourism 

attraction 

    Sunset and 

sunrise 

scenery 

from the 

village as 

tourism 

attraction 

 

  

  Some houses have changes associated 

with the need to provide accommodation for 

tourists who visit, partly due to the changes 

that are perceived by the modernization 

synonymous with modern materials and 

building materials such as ceramic, concrete 

roof tiles, aluminum frames. This change will 

certainly result in changes in the identity of 

rural areas that are synonymous with 

traditional elements. Changes in the traditional 

tourist village identity will directly impact the 

interest of tourists, so the element of public 

awareness to preserve the traditional aspect is 

especially at their house becomes an important 

thing that should be on the lookout for the 

preservation of the tourist village. The changes 

in the spatial Brayut village may include 

several elements important space in the 

context of the concept of traditional Javanese 

house. Therefore, these changes need to be 

identified with tanggible dan intangible of the 

culture. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Fig. 2 Tangible Culture of Brayut Village after 

commercialization 



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 Form of cultural  commercialization is 

not only happening in the local art, but 

encompass all sectors of daily activities, such 

as traditional house, local tradition of farming, 

local ceremonies, environment protection of 

local wisdom and other creative crafts are 

often the target of the tourists. The presence of 

tourists at a ceremony or ritual  harvest 

celebration, ceremony of birth, marriage, and 

death, opens the opportunities for the manager 

(service provider travel, government, and tour 

operators) and local communities to dig the 

commercial benefits. It change  the main of 

tradisional principle such as the private area 

turned into public or semi public, the sacred 

ceremonial being changed into public 

performance, but almost all of the tangible 

culture is not changed although the intangible 

culture transforms in different meaning. 

 

 
 

Figure 3. Tangible Culture of Pentingsari 

Village after commercialization 

   

 Cultural tourism continues to grow 

and culture has been seen as different 

meaning. The process of cultural tourism and 

the resulting huge domino effect in various 

fields provides an extra income for the 

community, especially the host. The presence 

of foreigners has an impact on the fulfillment 

of the facilities to be paid (accommodation, 

amenitas, transportation, facilities, and other 

services), including the willingness to pay the 

desired attractions. If earlier the various rites 

and craft products are only used for personal 

tradition with a special meaning and function 

of private matter, then the presence of tourists 

has added commercial value of the product 

and cultural attractions. Various changes 

continue to be pursued in the cultural tourism 

business in order to make adjustments to the 

resource in order to meet travelers' 

expectations. Of course, the development of 

this innovation positively contribute to the 

development of  infrastructure, 

accommodation, services, transportation and 

accessibility to the natural environment and 

social environment of human culture. 

 

Table 2. Tangible and Intangible Culture of 

Pentingsari Village 

 

N

o 

Before 

commercialisation 

After 

commercialisation 

Tangible Intangible Tangible Intangible 

1 Gamelan 

-

tradisiona

l musical 

instrumen

t 

Play 

traditional 

musics to 

support 

tradisional 

ceremonies 

Gamelan 

-

tradision

al 

musical 

instrume

nt 

Less 

interest of 

traditional 

musics by 

the young 

people. It 

could be 

encourage

d through 

the need of 

tourism 

activities 

Play 

tradisional 

musics to 

support 

tourism 

Education 

and 

workshop 

of playing 

tradisional 

musics to 

support 

tourism 

 Tradisional 

dances to 

support 

 Less 

interest of 

the young 



E-Journal of Tourism Vol.4. No.2. (2017): 71-77 

 

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tradisional 

ceremonies 

people 

learning 

tradisional 

dances. It 

could be 

encourage

d through 

the need of 

tourism 

activities 

Tradisional 

dance to 

support 

tourism 

2 Tradision

al House 

The use of 

house in 

tradisional 

layout for 

the daily 

life 

Addition

al rooms 

for 

tourist or 

fungsion

al change 

of 

original 

rooms 

Daily life 

of the 

owner and 

tourist mix 

together 

  

The use of 

house 

during the 

traditionna

l 

ceremonies 

New 

meeting 

room 

Simulation 

of tradition 

held for 

tourist 

experience 

3 Paddy's 

field and 

farm 

The 

tradition of 

farming 

Paddy's 

field and 

farm 

The 

tradition of 

farming  

Harvest 

ceremony 

Harvest 

ceremony 

 The 

tradition of 

farming 

and harvest 

ceremony 

as tourist 

attraction  

4 Village 

landscape 

The social 

activities 

of the 

village 

Village 

landscap

e  

The social 

activities 

of the 

village, 

tourist join 

in the 

  Merti bumi 

ceremony - 

clean and 

take care 

of the earth 

- 

 Merti bumi 

ceremony 

as the 

tourism 

attraction 

 Village 

shaded by 

trees 

Protecting 

green 

environme

nt 

Village 

shaded 

by trees 

Green 

environme

nt as the 

uniq 

tourism 

attraction 

  Tradisional 

waste 

manageme

nt 

 Tradisional 

waste 

manageme

nt to be 

shared for 

the tourist 

     

Making 

tradisional 

toys 

(Wayang 

rumput) or 

recycle 

craft 

material 

for tourist 

attraction 

Craft from 

recycle 

materials 

as a unique 

souvenirs 

    Making 

traditional 

food from  

local 

ingredients  

 

 

 Fake cultural attraction or production, 

modification culture, and cultural 

tourisfication  encourage  culture to be "object 

spectacle". It means that travelers who watch 

the cultural performance is often seen as the 

most influential the subject. In the end it 

would also affect the value of space as a form 

of architecture. The space was originally 

sacred or social functioning only as a part of 

the traditions eventually turned into a 

commercial commodity. Therefore, the 

greatest impact to be considered is the effect 

of intangible culture, because the quality of 

culture is identified from the meaning of 

tangible. 

 

Conclusion 

 

 Pentingsari case shows that intangible 

culture formed in many different form as the 

response of the commercialization, but it was 

not happened in Brayut. The reason is because 

Pentingsari introduces local wisdom in 

preserving green village as an intangible 

culture, but Brayut has traditional house as 

major attractions  which identified as tangible 

culture.  

 

Acknowledgment  

 

 This paper is the result of research 

conducted with funding from the Slamet 

Rijadi Foundation through the University of 

Atma Jaya Yogyakarta Research Grant scheme 

conducted in fiscal year 2015-2016.  

 



E-Journal of Tourism Vol.4. No.2. (2017): 71-77 

 

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