Exploring Ubud: Ethnomethodological Insights into Customer Engagement and the Risks of Cultural Commodification

Ubud, a long-term title holder of cultural and artistic hub in Bali (even in Indonesia), is an interesting place for examining customer engagement through an ethnomethodological lens. This approach, established by Garfinkel (1967), spotlight the everyday methods individuals use to make sense of their social realities.

In the context of Ubud, the dynamic between local culture and tourism creates an intricate environment where social practices play a crucial role in shaping customer experiences.

THE DYNAMICS

The dynamics of customer engagement in Ubud are further influenced by social interactions and word-of-mouth marketing. Urry (1990) discusses the concept of the tourist gaze, which shapes how tourists perceive destinations.

In Ubud, positive experiences shared among friends and family significantly impact prospective visitors’ decisions. Businesses that create memorable experiences are rewarded with organic promotion, illustrating the importance of social networks in enhancing customer engagement (Smith, 1989).

At the core of Ubud’s magnet is its dedication to cultural authenticity, which is vital for locals yet interesting for outsiders. According to Geertz (1973), culture must be interpreted through its symbols and meanings. In Ubud, local artisans and businesses ‘used to’ present narratives that reflect their cultural heritage, enhancing the perceived value of their offerings.

But... (no no please not that again)

COMMODIFICATION

MacCannell (1973) posits that as cultural artifacts are commodified, they often become mere performances designed to cater to tourist expectations rather than genuine expressions of cultural identity.

This perspective urge that the very initiatives aimed at enhancing customer engagement— such as interactive workshops and cultural displays—may inadvertently contribute to the loss of authenticity that they seek to preserve. For instance, many businesses may prioritize profit over cultural integrity, makes it look like sanitized version of Balinese culture that fails to represent its true meaning.

ETHNOMETHODOLOGY

Ethnomethodology highlights the significance of social norms in shaping individual behavior. Cohen (2004) notes that businesses committed to ethical practices tend to foster greater customer loyalty. Businesses that prioritize authenticity while adapting to tourist demands are more likely to succeed.

However, those that compromise their cultural integrity may risk alienating both locals and discerning tourists. According to Schütz and Luckmann (1973), maintaining a balance between cultural preservation and commercial viability is essential for sustainable tourism.

THE RISK OF DEPENDENCY

Moreover, the reliance on tourism for economic sustenance can create vulnerability within the local community. As noted by Smith (1989), communities that become overly dependent on tourism may find themselves at the mercy of fluctuating tourist numbers and global economic conditions. In Ubud, this dependency can undermine local initiatives aimed at preserving cultural practices, as businesses prioritize immediate financial gain over long-term cultural sustainability.

NOTE FOR BUSINESS OWNERS

Looking ahead, Ubud’s businesses must direct the evolving consumer preferences while remaining true to their cultural identity. Ethnomethodological insights can inform strategies that enhance customer satisfaction and promote sustainable development within the local community. As Wang (1999) suggests, understanding the social dynamics that underpin customer interactions will enable businesses to cultivate environments fostering genuine connections between locals and visitors.

The tension between authenticity and commercialization, as well as the challenges of community involvement, shows that the relationship between tourism and cultural preservation is far from straightforward. By critically examining these dynamics, business owners and stakeholders in Ubud can develop more sustainable tourism practices that honor the integrity of local culture while simultaneously encourage meaningful connections between residents and visitors. This balanced approach not only contributes to the academic discourse surrounding cultural tourism but also serves as a guide for future developments in Ubud.

Rahayu.

REFERENCES

Cohen, E. (1984). The Sociology of Tourism: Approaches, Issues, and Findings. Annual Review of Sociology, 10, 373-392.
Cohen, E. (2004). Contemporary Tourism: Diversity and Change. Oxford: Elsevier.
Garfinkel, H. (1967). Studies in Ethnomethodology. Englewood Cliffs, NJ: Prentice-Hall.
Geertz, C. (1973). The Interpretation of Cultures: Selected Essays. New York: Basic Books.
MacCannell, D. (1973). Staged Authenticity: Arrangements of Social Space in Tourist Settings. American Sociological Review, 79(3), 589-603.
Pine, B. J., & Gilmore, J. H. (1999). The Experience Economy: Work is Theatre & Every Business a Stage. Boston: Harvard Business School Press.
Schütz, A., & Luckmann, T. (1973). The Structures of the Life-World. Evanston, IL: Northwestern University Press.
Smith, V. L. (1989). Hosts and Guests: The Anthropology of Tourism. Philadelphia: University of Pennsylvania Press.
Urry, J. (1990). The Tourist Gaze: Leisure and Travel in Contemporary Societies. London: Sage Publications.
Wang, N. (1999). Rethinking Authenticity in Tourism Experience. Annals of Tourism Research, 26(2), 349-370.