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All Journal Pariwisata Budaya: Jurnal Ilmiah Pariwisata Agama dan Budaya Jurnal Mosaik Hospitaliti
Sarka, I Ketut
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Analisis Keputusan Pembelian Kuliner Ayam Betutu pada Ayam Betutu Khas Gilimanuk Renon Hakiki, Nurul; Sarka, I Ketut; Harinita, Ni Luh Gede; Tresna, I Dewa Gede Agus; Widiana, I Nyoman; Sudirgayasa, I Gede Putu; Putrayasa, I Made Wira
Jurnal Mosaik Hospitaliti Vol. 7 No. 1 (2025): Juni
Publisher : Universitas Triatma Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51713/jmh.2025.7136

Abstract

Bali is famous not only for its culture but also for its distinctive traditional cuisine. One of the most popular dishes is ayam betutu, a Balinese dish that is in high demand by tourists. Consumer decisions to buy chicken betutu at Ayam Betutu Khas Gilimanuk restaurant are influenced by various factors, such as affordable prices, distinctive flavours, restaurant identity, packaging, food quality, service, and size variations. This study aims to identify factors that influence purchasing decisions, visitors' perceptions of ayam betutu culinary development strategies, and adaptation strategies in serving the dish. The research method used a sociology of tourism approach with data collection techniques through interviews with visitors, owners, cooks, and waiters. Data were analysed using SWOT analysis method and Likert scale. The results showed that information technology-based promotion strategies, adaptation of forms, ingredients, flavours, and cooking techniques are important steps in developing the attractiveness of ayam betutu as a culinary destination.
Pengembangan Ekowisata Pada Atraksi Makepung Berbasis Kearifan Lokal Di Desa Tuwed, Kecamatan Melaya, Kabupaten Jembrana. Sarka, I Ketut
Jurnal Pariwisata Budaya: Jurnal Ilmiah Pariwisata Agama dan Budaya Vol 11 No 1 (2026): Volume 11 No 1
Publisher : UHN IGB Sugriwa Denpasar

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Abstract

Tuwed Village, located in Melaya District, Jembrana Regency, is known for its mekepung tradition, a daily activity of Subak Tamansari Puspa farmers. Buffaloes are used as the primary source of power for plowing rice fields and transporting crops. This study aims to formulate strategies, the role of the local community, and the implications for developing Mekepung as a sustainable, local wisdom-based tourist attraction in Tuwed Village, Jembrana. The Mekepung tradition, rooted in the Subak Tamansari Puspa agricultural system, originally served as a means of transporting crops and providing post-harvest entertainment, with buffalo having functional, social, and ritual value (Tumpek Kandang). The background of this study is the significant decline in the buffalo population and the potential erosion of this tradition due to agricultural modernization (the use of tractors). This necessitates strategic conservation efforts through ecotourism, including strategies for developing tourist attractions, community roles, and implications for the socio-cultural, economic, and environmental aspects of Tuwed Village. This research employed a descriptive qualitative method, collecting data through direct field observation, in-depth interviews with Subak farmers, traditional leaders, and tourism stakeholders, and documentation studies. The research data indicates that the majority of Subak farmers revere buffalo, but are now shifting to modern technology. The study concluded that ecotourism development strategies should center on integrating Mekepung with the Subak system, organizing scheduled events, and developing derivative products. The key to sustainability is the active participation of the community as key actors. The implications of this development are positive, namely preserving the cultural and spiritual values ​​of buffalo, diversifying incomes for farmers, and encouraging the conservation of buffalo populations and the Subak environment. Mekepung is transforming from a work tool into a sustainable cultural asset.
Co-Authors Hakiki, Nurul Harinita, Ni Luh Gede Putrayasa, I Made Wira Sudirgayasa, I Gede Putu Tresna, I Dewa Gede Agus Widiana, I Nyoman