Komodifikasi mitos Eyang Sapu Jagad sebagai promosi wisata dan daya tarik pengunjung di Kabupaten Malang
Authors: Rohma Widi Sukmawati Trisnatul , Andalas Eggy Fajar 
Published: November 2021

Mitos Eyang Sapu Jagad adalah sastra lisan milik masyarakat Dusun Ubalan, Kabupaten Malang, Provinsi Jawa Timur. Keberadaan mitos ini penting bagi kehidupan masyarakat karena dianggap memiliki nilai spiritual sekaligus dapat menjadi daya tarik wisata untuk meningkatkan perekonomian masyarakat sekitar. Penelitian ini bertujuan untuk mendeskripsikan transformasi peninggalan Eyang Sapu Jagad sebagai alat promosi dan daya tarik wisata serta memaparkan tipe pengunjung berdasarkan motif yang mendasarinya datang. Penelitian menggunakan desain deskriptif-kualitatif dengan pendekatan sastra pariwisata. Sumber data penelitian ialah informan dari Dusun Ubalan dan berbagai daerah, catatan observasi, dan dokumentasi. Data dikumpulkan dengan teknik wawancara tidak terstruktur, observasi non partisipan, dokumentasi, perekaman, dan pencatatan. Hasil penelitian menunjukkan bahwa petilasan Eyang Sapu Jagad berupa “Sumber Umbulan” yang menjadi daya tarik pengunjung datang melakukan ritual pada malam jumat legi dan bulan Selo, telah dikomodifikasikan oleh pengelola wisata yang terdiri dari masyarakat Dusun Ubalan menjadi wisata religi bernama “Sumber Umbulrejo”. Komodifikasi dilakukan dengan menyediakan fasilitas utama seperti pesarean dan bilik mandi untuk melakukan ritual sakral, serta fasilitas pendukung seperti dua kolam renang, destinasi kreatif spot foto, tempat kuliner, akses jalan, lahan parkir, dan loket karcis. Sajian dua fasilitas tersebut mengakibatkan dualitas tipe pengunjung yakni pengunjung pilgrimis dan pengunjung generalis. Dapat disimpulkan adanya komodifikasi tidak menyebabkan hilangnya nilai kesakralan pada mitos, tetapi memperluas jaringan ekonomi-sosial masyarakat sekitar.    
 
The myth of Eyang Sapu Jagad is an oral literature belonging to the people of Dusun Ubalan, Malang Regency, East Java Province. The existence of myths is important for people's lives because they are considered to have spiritual value as well as being a tourist attraction to improve the economy of the surrounding community.. This study aims to describe the transformation of Eyang Sapu Jagad heritage as a promotional tool and tourist attraction and to describe the types of visitors based on the underlying motive for coming. The research uses a descriptive-qualitative design with a tourism literature approach. Sources of research data are informants from Ubalan Hamlet and various regions, observation notes, and documentation. Data were collected by using unstructured interview techniques, non-participant observation, documentation, recording, and recording. The results showed that the petilasan of Eyang Sapu Jagad in the form of "Sumber Umbulan" which became an attraction for visitors to come to perform rituals on the night of Friday Legi and the month of Selo, had been commodified by the tour manager consisting of the people of Dusun Ubalan into a religious tour called "Sumber Umbulrejo". The commodification is carried out by providing main facilities such as boarding and bathing rooms to perform sacred rituals, as well as supporting facilities such as two swimming pools, creative photo spots destinations, culinary places, road access, parking lots, and ticket booths. The presentation of these two facilities resulted in a duality of types of visitors, namely pilgrim visitors and generalist visitors. It can be concluded that the existence of commodification does not cause the loss of the sacred value of the myth, but expands the socio-economic network of the surrounding community.