REVITALIZATION OF INTANGIBLE CULTURAL HERITAGE AS THE MAIN ATTRACTION OF RURAL TOURISM IN SOUTH KALIMANTAN

Abstract

The global shift towards special interest tourism demands that rural destinations leverage their unique intangible
cultural heritage. However, amidst intense competition, many rural tourism villages in South Kalimantan face
stagnation due to ineffective revitalization strategies that risk cultural commodification. This study aims to
analyze revitalization strategies by examining the influence of Cultural Authenticity and Asset Scarcity variables
on Destination Competitiveness. The research employs a mixed-method approach with a sequential explanatory
design. Quantitative data were collected from 200 tourists using a 1-7 Likert scale questionnaire, while qualitative
data were obtained through in-depth interviews with traditional leaders and tourism managers. The analysis
results reveal a critical paradox: tourist perceptions of cultural authenticity and asset scarcity currently do not
have a significant positive effect on destination competitiveness, with perceived scarcity even acting as an
accessibility barrier. These findings imply that current revitalization efforts in South Kalimantan are often
trapped in "staged authenticity" and unmanaged exclusivity. Therefore, synergy between the government and
local communities is urgently required to "tangibilize" cultural assets into well-curated, easily interpreted tourism
experiences without losing their original essence.