Culinary Branding of “Ayam Merangkat” Heritage to Increase Tourist Attraction in Lombok

Abstract

Culinary heritage plays a strategic role in gastronomic tourism development by representing cultural identity and strengthening destination differentiation. One of the Sasak community’s culinary heritages with such potential is Ayam Merangkat, which has become part of the tourism experience in Bilebante Green Tourism Village, Lombok. However, its recognition remains more closely associated with tourism activities than with its identity as a distinctive Lombok culinary product. This study aims to explore the development of Ayam Merangkat as a branding asset for gastronomic tourism destinations. A qualitative approach with a case study design was employed. Data were collected through in-depth interviews, observations, and documentation, and analyzed through data condensation, data display, and conclusion drawing and verification. The findings reveal that the development of Ayam Merangkat as a destination branding asset occurs through two main processes: the transformation of culinary heritage into a gastronomic identity and the strengthening of culinary identity through branding. This transformation is supported by the cultural values embedded in the Merariq tradition and authentic gastronomic experiences, while identity strengthening is achieved through product development, packaging, visual identity, and cultural storytelling. The study demonstrates that culinary heritage can evolve into a destination branding asset when its cultural values are translated into an identity that is recognizable and effectively communicated to tourists. These findings provide practical implications for destination managers and culinary entrepreneurs in strengthening heritage-based gastronomic identities to support sustainable tourism development.