Estrategia de marketing emocional para la promoción de locales de servicios gastronómicos en la ciudad de Bahía de Caráquez. Ecuador

Gastronomy has become today an important engine in the tourist economy. One of the aspects that most attracts diners is the way restoration businesses show, promote and live memorable experiences. In this aspect emotional marketing is creating good returns. The objective of this research is to develop emotional marketing strategies for the promotion of local gastronomic services in the city of Bahía de Caráquez, whose culinary identity differentiates it from other corners of the Ecuadorian coast. The investigation was carried out by means of the analytical method, which contributed to differentiate the experiences and emotions of client behavior of the premises of this type of services, the techniques that will be used were the survey and the observation. Itis expected to contribute with an emotional marketing plan to strengthen the visibility of local gastronomic establishments, increase the arrival of tourists, improving the living conditions of the inhabitants of the sector under study.

• Autores: Carbache Mora, César; Zambrano Zambrano, José Luis; Lemoine, Frank Angel
• Tipo de recurso: Article of journal
• Fecha de publicación: 2020
• Institución: Corporación Universidad de la Costa
• Repositorio: REDICUC - Repositorio CUC
• Idioma: spa
• OAI Identifier: oai:repositorio.cuc.edu.co:11323/6309
• Acceso en línea: https://hdl.handle.net/11323/6309; https://doi.org/10.17981/econcuc.41.1.2020.Org.4; https://repositorio.cuc.edu.co/
• Palabra clave: Emotional marketing; Gastronomy; Strategy; Marketing emocional; Gastronomía; Estrategias
• Rights: openAccess
• License: CC0 1.0 Universal