Volcanic cuisine and gastronomic tourism: the role of restaurants in preserving and communicating culinary heritage in Catalonia

Purpose This paper aims to explore the role of restaurants in the preservation and communication of volcanic cuisine within gastronomic tourism in Garrotxa, Catalonia. Focusing on the “cuina volcànica” (volcanic cuisine) brand, this research examines how local identity, seasonal products, and connections to the volcanic landscape are communicated to consumers. The analysis draws on online menus (260 dishes) and Instagram content (123 posts) from ten restaurants. Results show that, although there is a clear effort to link cuisine with its territory, communication strategies are often inconsistent and lack clarity and depth. This weak strategy of place-based identity represents a missed opportunity to connect gastronomy more effectively with local heritage and traditions. However, some establishments demonstrate practices that could serve as a model to strengthen the identity of volcanic cuisine and its potential as a tourist attraction.