KOMODITIFIKASI BUDAYA TRADISIONAL KOMUNITAS KAMPUNG PITU DI GUNUNG KIDUL, DAERAH ISTIMEWA YOGYAKARTA

The name Kampung Pitu was created in 2015 with the aim of promoting Kampung Pitu to become one of the leading tourist destinations in Gunung Kidul. The Tourism Awareness Group Nglanggeran Tourism Village and the Gunung Kidul District Culture Office are encouraging the commoditization process of Kampung Pitu's traditional culture to attract as many tourists as possible to visit Kampung Pitu. This paper aims (1) To know the context of the political economy of branding the name of Kampung Pitu in the development of Nglanggeran Village. (2) Analyzing the tendency of the commodification of the tradition of Kampung Pitu to become a tourist destination to bring economic prosperity to the residents of Kampung Pitu. Data collection and analysis methods in this study are field observations, interviews and literature studies. All data collected was analyzed using qualitative descriptive techniques. The findings of this study, the process of commoditification of traditional culture in Kampung Pitu has been going well and promoted online and gave birth to more than 30 videos on YouTube Channel about Kampung Pitu that have been watched thousands of times, but tourist visits to Kampung Pitu are still very few, less than 0 , 7 percent, compared to hundreds of thousands of tourists visiting Nglanggeran Tourism Village. The failure of traditional cultural commoditification in attracting tourists to Kampung Pitu is caused by the access road to Kampung Pitu, which is relatively narrow, rocky and steep.