Abstract
Ayam Betutu has been recognized both locally and internationally as a traditional dish from Bali. Despite its frequent appearance on restaurant menus and its popularity among travellers, limited scientific attention has been given to its adaptations and the influence of these adaptations on consumer behaviour, economic sustainability, and cultural preservation. Ayam Betutu dishes served in Denpasar, Bali, were examined. Participatory observation, in-depth interviews with culinary stakeholders, and document reviews were used as the primary data collection methods. Based on the findings, two dominant variants of Ayam Betutu were identified in Denpasar, namely Ayam Betutu Gilimanuk (Men Tempeh), characterized by extreme spiciness resulting from prolonged cooking, and Ayam Betutu Liku, and distinguished by an initial grilling of coconut fibers followed by slow cooking. A significant increase in product consumption was achieved through the marketed version of Ayam Betutu Liku, enabling the company to attain approximately 120 million in daily sales. The findings indicated that variations in preparation methods directly influenced consumer appeal, promoting economic success and supporting the preservation of Balinese culinary traditions. Furthermore, the study was designed to serve as a foundation for future research across Bali aimed at strengthening a culinary identity rooted in traditional gastronomic frameworks that contribute to sustainable tourism development.
Keywords: Ayam Betutu, Consumer Preferences, Culinary Tourism, Denpasar, Economic Sustainability