Multisensory prosumption: how cooking classes shape perceptions of destinations

Abstract

Purpose This study aims to examine the multisensory experiences of participating in a cooking class and how they shape perceptions of destinations in the pre-trip stage. Performance theory and prosumption provide a theoretical lens to investigate how a cooking class influences the pre-trip destination sensescape. Design/methodology/approach This study used participatory action research consisting of an immersive Tatarstan cooking class experience with the supporting materials of music and videos, focus group discussions and participant observations. Findings Cooking class participants prosume local culture and (re)construct the perceptions of Tatarstan by partaking in cooking classes through a multisensory experience. The pre-trip destination sensescape formation in the cooking class is dynamic, stimulating and memorable. With active engagement in co-creating in the process, such experience significantly strengthens and reshapes the perceptions of a destination. Practical implications Cooking classes can be leveraged in pre-trip marketing as a tool to enhance the competitiveness of tourism destinations and contribute to accessible tourism, such as engaging visually impaired tourists’ other heightened senses in experience design and marketing. Originality/value This study revealed that participation in cooking classes involves active, embodied and multisensory engagement, which acts as a vehicle of the destination perception change.

Guest editorial: Creating, managing and marketing gastronomy experiences in hospitality and tourism

“…From a managerial viewpoint, the findings suggest that managers should enhance telepresence and deploy more interactive gamification activities to increase viewers' impulsive consumption during livestreaming sessions. Aksenova et al (2022) investigate the role of cooking classes as a pre-trip marketing tool that can improve the competitiveness of a tourism destination. Through a participatory action research conducted during an immersive cooking class experience complemented by visual and audible representations of the Republic of Tatarstan, the authors observe participants and collect data from focus groups in the UK.…”

“…Aksenova et al (2022) investigate the role of cooking classes as a pre-trip marketing tool that can improve the competitiveness of a tourism destination. Through a participatory action research conducted during an immersive cooking class experience complemented by visual and audible representations of the Republic of Tatarstan, the authors observe participants and collect data from focus groups in the UK.…”

Authenticity, health concern and sustainable intelligence in the farm restaurant context: applying extended theory of planned behaviour

“…Previous researchers validated authenticity as one of the key business characteristics (Aksenova et al, 2022). It was reported that consumers are affected by inauthenticity associated with consumption (Leigh et al, 2006).…”

Sensory marketing in hospitality: a critical synthesis and reflection

“…Although sensory marketing practices are widely applied in the hospitality industry, relevant research findings are surprisingly scarce and scattered in the hospitality literature (Aksenova et al , 2022; Lee et al , 2019). Sensory marketing publications have surged in the marketing and retailing disciplines in the past decade (Biswas, 2019; Krishna, 2012; Labrecque, 2020); however, their implications, though potentially useful, have not been fully discussed in the context of hospitality, and therefore the transfer of knowledge to hospitality operators is limited.…”