What is a gastronomic destination? Studying the image of an emblematic destination in Mexico using the theory of social representations

Purpose Our study aims to investigate how a gastronomic destination is conceptualized based on the language of visitors and tourists, taking as a case an emblematic gastronomic destination in Mexico. Design/methodology/approach A structured questionnaire using projective methods and an attitudinal questionnaire were administered to 549 tourists. Furthermore, the study adopted exploratory factor analysis, cluster analysis and multiple factor analysis to achieve the objective. Findings The results revealed fifteen categories associated with the gastronomic image of the destination, the most notable variables of which are hedonism, culture, and sensory aspects. These categories were confirmed as the most important through the structural approach of social representations and the Cognitive Salience Index (CSI). The findings of this study provide valuable insights for Destination Marketing Organizations (DMOs) to promote and position gastronomic destinations in a national and international context. Originality/value This research proposes the conceptualization of a gastronomic destination based on social representations theory, which can be very useful in the marketing of gastronomic destinations in Mexico and other latitudes.