Tradisi Melayangan dalam Dinamika Budaya Populer dan Pariwisata Bali

Abstract

Kite-flying tradition (melayangan) is one of Bali’s cultural heritages that continues to survive and develop amid the dynamics of popular culture and tourism. The growth of globalization, digital media, and the tourism industry have transformed this tradition from a post-harvest recreational activity within agrarian communities into a cultural festival, tourist attraction, and cultural representation in digital spaces. This study aims to analyse the existence of the kite-flying tradition in Balinese society, its transformation within the dynamics of popular culture and tourism, and its implications for cultural identity and tourism in Bali. The research employed a qualitative descriptive-interpretive approach, using document studies and digital observation as data collection techniques. Data were analysed descriptively using Stuart Hall’s Theory of Cultural Representation through the stages of data reduction, data display, and conclusion drawing. The findings reveal that the kite-flying tradition remains an important part of Balinese cultural identity, embodying social, cultural, spiritual, and aesthetic values. The tradition has undergone transformation through cultural festivals, digital media, and tourism activities without losing its cultural identity. Furthermore, it contributes to strengthening cultural identity, preserving social solidarity, promoting Balinese culture in the global sphere, enhancing cultural tourism attractiveness, and supporting culture-based creative economy development. This study concludes that the kite-flying tradition represents a strategic cultural resource that supports the sustainability of Balinese cultural identity and tourism amid the challenges of globalization and modernization.