This seems like it should not be an either/or question, especially since what comes before the “or” is simplistic, and what comes after is very complex. Also because I’m not sure in practice why it should be one or the other, setting aside how the proposition was weighted.
A classic work related to this topic is Erving Goffman’s “Presentation of Self in Everyday Life” (1959). Goffman spoke in terms of performativity in the social environment, and I could apply his arguments to say that the environment and the building of the self are part of the same dynamic.
In Bourdain’s case, we have a media persona, and I incline to see that as a complex construction. There was a time when his seemingly only shtick was to show up on some cooking show and be irascible and say something cutting. That’s what he was getting money for. But over time he expanded his persona. Unless you take that persona as a one-for-one index to his private self, it is one way of seeing how the persona is somewhat artificial.
So for typology’s sake I do think it’s interesting to look for information that shows what this person was like before he took on a media mask. Whether he was continually invested in his image or not, the image takers were, so they took and propagated images supporting it and built narratives around it.