CULTURAL VIBES OF KEPRABON: INTERTWINING COMMUNICATION AND TOURISM IN A TRADITIONAL MARKET

Abstract

This research explores the dynamic relationship between cultural communication and tourism in the traditional market of Keprabon, Solo. As a cultural heritage site, Pasar Keprabon represents a living tradition that offers more than just a commercial space; it serves as a cultural bridge where local traditions meet modern tourism. The study investigates how communication patterns—such as interactions between traders, locals, and tourists—help preserve and promote cultural narratives, while also contributing to the market's appeal as a cultural tourism destination. Using qualitative methods, including field observation, interviews, and documentation, this research examines how traditional communication plays a pivotal role in both maintaining the market's cultural identity and enhancing its potential as a tourist attraction. The findings suggest that strengthening cultural communication strategies in the market can contribute to sustainable tourism development by showcasing the unique cultural heritage of Solo. This research also offers recommendations for local stakeholders to better promote the cultural values embedded in the market, thus fostering a deeper connection between the community, visitors, and the local economy.