SUSTAINABILITY OF THE GASTRONOMIC SERVICE FOR THE POSITIONING OF THE TOURIST DESTINATION IN BAHÍA DE CARÁQUEZ: ECUADOR
DOI:
https://doi.org/10.26668/businessreview/2024.v9i4.4573Keywords:
Perception, Gastronomy, Services, Quality, StrategiesAbstract
Objective: Evaluate the gastronomic services offered by restaurants in the area to define the level of impact it has on the perception of national and international consumers.
Theoretical Framework: Preliminary studies demonstrate that the consumer behavior evaluation model for the marketing of tourist destinations from its methodological context is presumed to model consumer behavior from an ex-ante assessment, the design of change actions and an ex-post reevaluation. ; contributes to achieving changes and allows obtaining better economic and commercial results in the tourist destination proposed by Lemoine; Hernández et al., (2021).
Method: The methodology was structured in three stages that from its conception facilitated a study in accordance with the quantitative research demands. Through the inductive method, certain behavior of the gastronomic activity was observed, denoting representative statistics to develop efficient management and business decision making.
Results and Discussion: In the evaluation, it was determined to classify the gastronomic services into three categories where two restaurants represented 54% of the best evaluated in category A, three represented 28% that placed it in category B and 9 that represent 18% that belong to category “C” and are considered regular.
Research Implications: The investigation shows that digital platforms such as Tripadvisor contribute to decision making and define effective strategies to achieve business objectives.
Originality/Value: Fisher Matrix adapted to the research object made it easier to observe the deficiencies of the gastronomic activity with the purpose of using as a strategy the modeling of the behavior of the consumer who frequents the destination.
Downloads
References
Alcubilla, J. C. (2015). BUSINESS AND MARKET. http://www.tecnologiahechapalabra.com/
mercadeo/miscelanea/articulo.asp?i=7180
Almeida, A. M. & Gomes, C. (2022). Disputes and narratives on the distributed generation of electricity in Brazil: setbacks for the 2030 Agenda for sustainable development and the Paris Agreement. Sustainability in Debate, 13(3), 32–71. https://doi.org/https://doi.org/
18472/SustDeb.v13n3.2022.45621
Bravo, M. (2014). Monografias.com. Monografias.com: http://www.monografias.com/
trabajos107/gastronomia-y-restaurantes-origen-y-evolucion/gastronomia-y-restaurantes-origen-y-evolucion.shtml
Caicedo, J. A. (2022). The gastronomic culture of the historic center of the city of Quito as food heritage. ECA Sinergia Magazine, 13(2), 118-128. https://doi.org/https://doi.org/10.33936/
eca_sinergia.v13i2.3514
Calera, A. M. (1997). Grandma's Kitchen. Of Vecchi. https://doi.org/https://latam.casa
dellibro.com/libro-la-cocina-de-la-abuela/9788431516901/558135
Carbache, C. & Bazurto, J. (2022). Marketing strategy for the commercialization of the tourist destination Jama, Manabí. ECONÓMICAS CUC, 43(2), 35–52. https://doi.org/ 10.17981/econcuc.43.2.2022.Org.1
Carbache, C., Delgado, Y. & Villacis, L. (2020). Influences of experiential marketing to position the city brand in Bahía de Caráquez. Research and Business, 13(22), 33-42. https://doi.org/http://www.scielo.org.bo/scielo.php?script=sci_abstract&pid=S2521-2737
&lng=pt&nrm=iso
Carbache, C., Herrera, C. & Talledo, L. (2020). Marketing strategies to strengthen the service image of the “Charra” artisanal ice creams in Bahía de Caráquez. UISRAEL Scientific Magazine, 7(2), 121–140. https://doi.org/10.35290/rcui.v7n2.2020.277
Cartay, R. (2019). Epistemological approach to gastronomy. Agrifood, 25(49), 21-44. https://www.redalyc.org/journal/1992/199263233003/html/
Cebey, J. A. & Mederos, Y. (2023). Promotion of the culinary heritage of caibarién, through ICT. University and Society, 15(S1), 235-246. https://doi.org/https://rus.ucf.edu.cu/index.
php/rus/article/view/3715
Cervantes, C. E. (2012). Changing Hospitality. http://cambiandolahoteleria.ning.com/m/
blogpost?id=6500132%3ABlogPost%3A249
Da Silva, N. C. & Florêncio, M. F. (2022). The SDG and the perspective of education for sustainability in the PPC's of undergraduate biology courses in the Amazon region of Pará. Sustainability in debate, 13(2), 32-66. https://doi.org/https://doi.org/10.18472/SustDeb.
v13n2.2022.42251
Espinoza, W. N. (2022). The influence of marketing on the typical gastronomy of the regions. E-Idea Journal of business, 2(8). https://doi.org/https://revista.estudioidea.org/ojs/index.
php/eidea/index
Folklorika. (2022). Ethics . https://folklorika.com.mx/blogs/news/la-etica-en-la-cocina
Frąckiewicz, M. (2023). The ethics of artificial intelligence in the autonomous culinary arts. The Impact of Artificial Intelligence on the Culinary Arts: Exploring the Ethical Implications. https://doi.org/https://ts2.space/es/la-etica-de-la-inteligencia-artificial-en-las-artes-culinarias-autonomas/#gsc.tab=0
Girerde, F. (1983). Spontaneous cooking. Author. https://www.librerialapilarica.com/
libro/la-cocina-espontanea_451967
Decentralized Autonomous Government of the Canton Sucre. (2015). Canton Sucre. Sucre. Retrieved July 22, 2016, from http://repositorio.ucsg.edu.ec/bitstream/3317/4964/1/T-UCSG-PRE-ESP-AETH-265.pdf
Gomes. (2010). Categorization a Crucial Aspect in Qualitative Research.
Guevara, F. (2019). Gastronomic deconstruction, for the revaluation and innovation of the typical food of the ecuadorian mountains. Talent Research Magazine, 6(2). https://doi.org/https://talentos.ueb.edu.ec/index.php/talentos/article/view/162/230
Hernández-Mogollón, Di-Clemente, & López-Guzmán. (2015). Gastronomic tourism as a cultural experience. the study case of the city of Cáceres (Spain). Bulletin of the Association of Spanish Geographers, (68). https://doi.org/https://dialnet.unirioja.es/descarga/articulo/
Hormaza, D. G, & Torres, R. M. (2020). The cultural heritage in the tourist services of the province of Manabí, Ecuador. STEPS, 3(18), 385-400. https://doi.org/10.25145/j.pasos.
18.027
Kotler, P., & Armstrong, G. (2008-2017). Marketing. Fourteenth edition. Pearson Education.México, SA de CV https://doi.org/Cámara Nacional de la Industria Editorial Mexicana. Reg. no. 1031.
Lemoine, F. Á., Hernández, NR, Castellanos, GM, & Zamora, YA (2021). Consumer behavior of tourist destinations in Ecuador. Venezuelan Management Magazine, 26(96), 1336-1351. https://doi.org/10.52080/rvgluz.26.96.21
Lemoine, F., Andrade, A., Pallaroso, E., Garcia, A., Risco, L., Bailòn, M., & Carvajal, G. (2021). Positioning a brand: entrepreneurial guidelines from a student perspective. Munayi. https://doi.org/https://munayi.uleam.edu.ec/wp-content/uploads/2021/07/pósito-de-marca-lemoine.pdf
Lemoine, F., Delgado, Y., & Hernàndez, N. (2020). Analysis of commercial activity for sustainability in businesses in the Sucre canton. Administrative Sciences (15), 98-106. https://doi.org/https://doi.org/10.24215/23143738e059
Lemoine, F., Hernàndez, N., Castellano, G., & Zamora, Y. (2021). Consumer behavior of tourist destinations in Ecuador. Revista Venezolana De Gerencia, 26(96), 1336-1351 , https://doi.org/10.52080/rvgluz.26.96.21.
Lemoine, F., Otero, B., Carvajal, G. & Almeida, E. (2018). The gastronomy service and its impact on tourism development in Bahía de Caráquez. I will transit. Magazine of Tourism, Economy and Business; 4(1), http://transitare.anahuacoaxaca.edu.mx/index.php/Transi
tare/article/view/83.
Lemoine, F., Zamora, Y., Zamora, M. & Fernàndez, N. (2021). Tourist activity under the conditions of Covid19: Perspectives on consumer behavior: analysis from the system. Revista Ibérica de Sistemas e Tecnologias de Informação, 44, 425-436. https://www.
proquest.com/openview/ffaee54f11e2b8a94e10bc2d23b2d2b7/1?pq-origsite=gscholar&c
bl=1006393.
Lemoine-Quintero, F., Fernández-Rodríguez, N., & Villacis-Zambrano, L. (2020). Incidences of social contradictions in the behavior of the tourist consumer in Ecuador. IPSA Scientia, Multidisciplinary Scientific Journal, 5(1), 191–206. https://doi.org/10.25214/2711440
978.
León, L. A. (2003). The quality of service and continuous improvement at AMCCPN.
Lovelock, C. (2009). Bestmarketing.com. Mejormarketing.com: http://mejormarketing.
blogspot.com/2011/02/definicion-de-servicio.html
Montesdeoca, M. G., Zamora, Y. A., Álvarez, M. E. & Lemoine, F. Á. (2019). Perception as an Element of Consumer Behavior in Gastronomic Services in Ecuador. Scientific Magazine, 4(12). https://doi.org/https://doi.org/10.29394/Scientific.issn.2542-2987.2019.
12.15.290-311
Neisser. (1976). www.robertexto.com. www.robertexto.com: http://www.robertexto.com/a
rchivo1/percepcion.htm
Ordoñez, E. F., Fierro, A. E., Gallegos, P. d. & Auquilla, L. (2019). Gastronomy and tourism driving elements of the economy, a perspective from the visitor. Digital Science, 3(3), 306-323. https://doi.org/https://doi.org/10.33262/cienciadigital.v3i3.637
Quezada, M. D., Luján, G. L., & Segovia, G. J. (2022). Analysis of gastronomic heritage as a tool for sustainable development in Santa Elena-Ecuador. SOWING, 9(1), 2-12. http://scielo.senescyt.gob.ec/pdf/siembra/v9n1/2477-8850-siembra-09-01-03592.pdf
Quezada, M. D., Luján, G. L. & Segovia, G. J. (2022). Analysis of gastronomic heritage as a tool for sustainable development in Santa Elena-Ecuador. Sowing, 9(1), e3592. https://doi.org/https://doi.org/10.29166/siembra.v9i1.3592
Ramírez, M. (2023). The best gastronomy books according to experts . https://www.7canibales.
com/actualidad/mejores-libros-segun-expertos/
Ramos, T. (2017). Travindy. https://doi.org/https://travindy.com/news/2017/02/turismo-gastronomico-sostenible-entrevista-con-antonio-montecinos/
Reyes, A. C.., Guerra, E. A., & Quintero, J. M. (2017). Gastronomy education: its link with cultural identity and tourism. https://doi.org/https://www.scielo.org.mx/pdf/eps/n32/1870-9036-eps-32-00009.pdf
Roberto Concha, M. (2010). http://www.redlas.net/materiali/priloge/slo/75005.pdf
Romero-Corral. (2018). Gastronomy as a primary tourist attraction in the historic center of Quito. INNOVA Research Journal, 3(11), 194-203. https://doi.org/https://revistas.uide.
edu.ec/index.php/innova/article/view/813/1141
Saucedo, P. E., Palmas, Y. D., & Jiménez, A. E. (2023). Earth markets as a strategy for sustainable gastronomy. Sowing, 10(2). https://doi.org/10.29166/siembra.v10i2.5366
Schiffman, L. G., & Lazar, L. (2010). Consumer behavior. Pearson Education, Mexico. https://doi.org/National Chamber of the Mexican Publishing Industry. Reg. number 1031
Siurana, JC (sf). Food Ethics. https://metode.es/revistas-metode/monograficos/etica-de-los-alimentos.html
Stangor, C. & Walinga, J. (2022). Tasting, Smell and Touch. https://espanol.libretexts.org/
Ciencias_Sociales/Psicologia/Libro%3A_Introducci%C3%B3n_a_la_Psicolog%C3%ADa_(Jorden_A._Cummings_y_Lee_Sanders)/06%3A_Detecci%C3%B3n_y_percepci%C3%B3n/6.05%3A_Degusta ci%C3%B3n %2C_Smell_and_Touch
Tatavitto, M. S. (2019). Ethics and aesthetics of natural food. RIVAR, 6 (16). https://doi.org/https://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0719-49942019000100114
Torres, F., Romero, J. & Viteri, MF (2018). Gastronomic diversity and its contribution to cultural identity. SEECI Communication Magazine, (44), 1-13. https://doi.org/10.15198/
seeci.2017.44.01-17
Tripadvisor. (2023). Hotel deals in Ecuador . https://www.tripadvisor.com.ar/Search?geo=
&q=Caraquez&topIds=6712189%2C663658&queryParsed=true&searchSessionId=0012379373970d1b.ssid&searchNearby=false&sid=EFAB14E06CAD49AAB25E97C0401 6EFFB1682610033186&blockRedirect=true&ssrc=e&rf=1
Vega, V., Freire, D. A., Guananga, N. I., Real, E., Alarcón, M. D. & Aguilera, P. (2018). Ecuadorian gastronomy and local tourism. Contemporary Dilemmas Magazine. https://dilemascontemporaneoseducacionpoliticayvalores.com/index.php/dilemas/article/view/615
Villalva, M. & Inga, C. (2021). Ancestral gastronomic knowledge and cultural tourism of the city of Riobamba, Province of Chimborazo. Chakiñan Magazine of Social Sciences and Humanities, (13), 129-142. https://doi.org/https://doi.org/10.37135/chk.002.13.08
Zambrano, K., Zambrano, K., Villacis, L. & Lemoine, F. (2021). Gastronomic safety and its effects on tourist service balneario briceño canton San Vicente. Bahía Magazine, 1(2), 106-122. https://revistas.uleam.edu.ec/index.php/uleam_bahia_magazine/article/view/69.
Zamora, M. A. Roca, A. J. Zamora, Y. A. & Lemoine, F. (2018). From customer to supplier. Effective management for retail businesses. Munayi. https://doi.org/https://munayi.
uleam.edu.ec/del-cliente-al-proveedor-gestion-efectiva-para-negocios-minoristas/
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Gema Viviana Carvajal Zambrano, Frank Angel Lemoine Quintero, Dianelys Nogueira Rivera, Yanelis Ramos Alfonso
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Authors who publish in this journal agree to the following terms: the author(s) authorize(s) the publication of the text in the journal;
The author(s) ensure(s) that the contribution is original and unpublished and that it is not in the process of evaluation by another journal;
The journal is not responsible for the views, ideas and concepts presented in articles, and these are the sole responsibility of the author(s);
The publishers reserve the right to make textual adjustments and adapt texts to meet with publication standards.
Authors retain copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Atribuição NãoComercial 4.0 (http://creativecommons.org/licenses/by-nc/4.0/), which allows the work to be shared with recognized authorship and initial publication in this journal.
Authors are allowed to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (e.g. publish in institutional repository or as a book chapter), with recognition of authorship and initial publication in this journal.
Authors are allowed and are encouraged to publish and distribute their work online (e.g. in institutional repositories or on a personal web page) at any point before or during the editorial process, as this can generate positive effects, as well as increase the impact and citations of the published work (see the effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html