If I Care About Heritage Gastronomy, Does It Mean I Would Participate in Tourism and Preservation Planning?

ABSTRACT This study explores how rural communities shape social identities and their involvement in tourism strategies, with a focus on the role of gastronomy in establishing community identity. Employing a quantitative cross‐sectional design, a retrospective survey was conducted face‐to‐face with residents of Manabí, Ecuador, who identify as Montubio. The research examines the relationship between group contentment and the inclination to engage in tourism planning, using social identity theory (SIT) as a framework. Statistical analyses, including structural equation modeling (SEM) and multiple regression, reveal significant connections among identity, validation factors, and participation dynamics. Notably, the appreciation of gastronomy heritage plays a key role in fostering a positive social identity, which serves as a critical precursor to active involvement in preservation planning. These findings contribute to social identity and intangible cultural heritage studies, highlighting how positive identity formation influences community participation in destination strategies.