INTERPRETING SIGNS, PRESERVING TRADITION: A SEMIOTIC EXPLORATION AND CULTURAL TOURISM PERSPECTIVE ON THE JEKNEK SAPPARA RITUAL

This study aims to uncover the symbolic meaning and strategic potential of the Jeknek Sappara ritual in Balangloe Village, Jeneponto Regency, South Sulawesi. This ritual is an annual tradition performed during the month of Safar and holds strong spiritual, social, and cultural values in the lives of the local community. However, the ritual's existence is being threatened by modernization, a lack of documentation, and the minimal involvement of the younger generation. This study used a descriptive qualitative approach with data collection techniques including participant observation, in-depth interviews, and visual documentation. Analysis was conducted using a semiotic approach, referring to Chandler and Geertz's theory to interpret the symbols used in the ritual, such as betel leaves, dances, mantras, and heirlooms. The results show that the symbols in the Jeknek Sappara ritual not only have spiritual significance but also reflect cultural identity, social harmony, and the relationship between humans and nature. Furthermore, this study found that Jeknek Sappara has the potential to be developed as a cultural tourism destination based on local wisdom. This development must be carried out in a participatory and ethical manner to avoid diminishing the sacred values of the ritual. This research contributes to the preservation of local culture, strengthening community identity, and developing sustainable community-based tourism.