Tourism Development Concept of Muara Jambi Temple as a Community Cultural Icon

Abstract

Muara Jambi Temple is a cultural heritage from the Malay kingdom era during the Buddhist period that has value for the people of Muaro Jambi Village. From Muaro Jambi Temple emerged various kinds of archaeological and tourism studies including folklore that developed around Muaro Jambi Temple, namely Muaro Jambi village. Folklore was born with the aim of shaping the character of the community that was taught to the next generation through oral tradition passed down by ancestors, usually containing values and norms of life. This research is a descriptive study using a qualitative design. The methods used are interviews, observation and documentation. The results showed that folklore can attract tourists to visit an area that involves special objects such as Muaro Jambi Temple in Muaro Jambi village, Jambi Province. From an anthropological perspective, tourism can be understood as a social phenomenon that involves interactions between tourists and local communities, where cultural exchanges occur that affect both parties. Archaeological findings at Muaro Jambi Temple provide a treasure trove of folklore and local and international tourism activities.