20 master’s students from the 2024 cohort of the Cultural and Media Studies (KBM) program conducted a field study at Gedongsongo Temple and Ayanaz Park, Ambarawa District, Semarang Regency, on Saturday (30/8). The activity was designed to enrich theoretical understanding while strengthening students’ analytical skills through direct on-site observation. The main focus was to observe prosumption practices in tourist spaces—how visitors are not only consumers of experiences but also producers of content, meaning, and value attached to destinations through activities such as selfies, social media posts, visual curation, and interaction with thematic facilities.
At Gedongsongo Temple, students explored the relationships among cultural heritage, historical narratives, and the commodification of experience, including how archaeological elements are integrated with modern tourism infrastructure. Meanwhile, at Ayanaz Park, attention was directed to the creation of photo spots, Instagrammable spatial design, and management strategies for guiding visitor experience flows. Through brief interviews with visitors and managers, mapping of digital content flows, and ethnographic note-taking, students examined the dynamics of prosumption that shape a destination’s image both offline and online.
Beyond the academic dimension, the field study also served as a refreshing interlude before students enter the intensive phase of preparing their thesis proposals. Thus, the activity can also spark research ideas for those interested in contemporary issues in tourism, digital culture, and the creative economy.
Contributor: Adhani J. Emha
