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The value of popular cuisine in tourism: a Costa Brava case study

ABSTRACT Catalonia is a Spanish region with a broad gastronomic culture that reinforces its identity, with its long tradition rich in local products. This article analyses the knowledge that tourists who visit the Costa Brava have of Catalan gastronomy, cuisine and popular dishes; their degree of motivation towards culinary tourism when visiting the place; and the importance given to this cuisine once at the destination. For this study, surveys were used to observe how much tourists know about traditional Catalan gastronomy. By analysing the results for the most typical dishes of the region, it was identified which dishes were known by different socio-demographic profiles. The results indicate a notable lack of awareness of regional Catalan products and some confusion regarding the rest of Spain and other Mediterranean dishes. By analysing respondents’ comments, it was detected that the problem may stem from a lack of supply at destination. This study highlights the importance of a good marketing strategy when aiming to popularize local cuisine for tourism in the region.