Marketing de experiencias en el sector gastronómico de comidas rápidas de Guayaquil, año 2022

Abstract

A highly competitive business world requires commercial organizations to seek different types of strategies that allow them to attract the attention of their real and potential customers, in this sense, marketing offers different types of strategies that allow this purpose to be achieved, among them are: Ecological Marketing , content marketing, digital marketing, social marketing and experiential marketing, the latter being the focus of this research, applied specifically to the fast food gastronomic sector of Guayaquil, year 2022. The development of the study is justified by the importance it has the gastronomic sector for the economy of the main port of Ecuador. The objective of the present study was: Analyze the application of the ME in the fast food gastronomic sector of Guayaquil, year 2022. To achieve this purpose, a non-experimental and cross-sectional study was applied, with a descriptive level and a mixed approach, a survey with the purpose of collecting the perceptions of customers of fast food restaurants regarding the marketing strategies of experiences in the city of Guayaquil, later an observation process was carried out at five fast food restaurants in the city and interviews with marketing experts and restaurant owners. There is the possibility of applying ME strategies in the gastronomic sector of the city of Guayaquil, the application of strategies such as games, live shows, gastronomic fairs and making the consumer have active participation in the preparation of their own food and drinks is recommended. this as an experiential activity. The experience that a restaurant can provide is very important to consumers, this becomes a determining factor in their purchase decision.