Empowering Rural Communities Through Pambiwara: Bridging Local Wisdom and Tourism in the Lens of Agribusiness and Rural Development

Research Group of Art, Culture and Creative Industries, Faculty of Social and Political Sciences, Sebelas Maret University, Indonesia

^* Corresponding author: srihilmi@staff.uns.ac.id

Abstract

The cultural environment of rural Java is characterized by the presence of the Pambiwara tradition, which holds significant importance in Javanese wedding oratory. This tradition is notable for its deep influence on community empowerment and its intricate relationship with the agriculture sector. The objective of this study is to investigate the substantial impact of wedding oratory on the strengthening of cultural identity and social cohesion in rural communities. Additionally, it recognizes the secondary influence of wedding oratory on local agribusiness by promoting cultural tourism. This study aims to shed light on the diverse contributions of wedding oratory by utilizing a qualitative methodology that combines in-depth interviews with experienced Pambiwara practitioners at Sanggar Permadani and participant observations. The research findings indicate that Pambiwara, in addition to its ceremonial importance, has an indirect positive impact on rural economies by enhancing the appeal of these areas to tourists. The augmentation of local tourism yields a nuanced yet significant stimulus to agribusiness through the generation of heightened demand for indigenous goods and gastronomic encounters.