Cooking Classes as Destination Image Contribution: A Serious Leisure Perspective

Gastronomy tourism is of great interest to scholars due to its valuable contribution to destination images. Most studies use quantitative methodology, although mixed-method research provides more valuable insights. This study proposes two complementary theoretical models based on the online gastronomic image and a mixed methodological framework to measure the impact of serious leisure gastronomic activities on the destination image, through the participants’ satisfaction and loyalty. The proposed models are applied to all online travel reviews in English (N = 4536) about cooking classes in two regions –Taiwan and Catalonia– of similar area and political system but different gastronomic cultures. The quantitative analysis shows that the cooking classes in both regions are highly appreciated. Qualitative findings indicate that the price of this serious leisure activity is affordable and show that participants reap social rewards through positive social interactions and personal rewards from three facets: activity settings, instructor attributes, and participant learning.