Cultural Branding Strategy of Kirab Budaya 1 Suro at Petilasan Sri Aji Jayabaya as an Effort to Preserve Ancestral Culture by Local Communities of Kediri Regency

Abstract

In the era of globalization, various international cultures have entered Indonesia. However, the tradition of cultural carnival is still one of the prides of the local people of Kediri. It is evidenced by the implementation of the ritual tradition of the Kirab Budaya 1 Suro in memory of Sri Aji Jayabaya which is carried out every 1 Suro in the Javanese calendar at Petilasan Sri Aji Jayabaya, Menang Village, Kediri Regency to appreciate the services of the ancestors. This qualitative - descriptive study examines the cultural branding strategy by the local community and local government in introducing the Kirab Budaya 1 Suro to the outside community using a case study method. The strategy regarding the cultural branding of Kirab Budaya 1 Suro uses the Social Capital theory proposed by Robert D. Putnam as an analytical tool. Primary data collection was carried out by direct interviews with local communities, namely the Jayabaya and Inu Kirana Associations, Kediri Regency as one of the important elements of the Kediri Regency Tourism Office to promote cultural tourism assets. The results show that the role and strategy of the government and local communities in a collaborative manner is able to make the Kirab Budaya 1 Suro in Petilasan Sri Aji Jayabaya become one of the regional cultural assets that is preserved for its nobility and is able to survive in the current era of globalization.