Incidencia del marketing digital en el desarrollo local del sector gastronómico del Cantón Guayaquil

Abstract

This study determined the influence of digital marketing strategies on the positioning and development of establishments in the restaurant sector, using a quantitative approach. The study puts this phenomenon into context and shows that the adoption of digital tools accelerated significantly in the wake of the COVID-19 pandemic, making them a key factor in the sustainability and growth of restaurants. The methodology included the implementation of a structured data collection instrument using a Likert scale, and the results were analyzed using descriptive statistical techniques, as well as Pearson's correlation coefficient. The results obtained reflect a predominantly positive perception of the positioning of restaurants, with 69.31% of respondents expressing significant levels of agreement. The analyses show a positive and statistically significant correlation between the application of digital strategies and commercial positioning. In particular, dimensions related to content generation and online visibility showed a stronger relationship, while variables such as social media use and digital advertising showed a moderate correlation. In conclusion, it is established that digital marketing strategies are determining factors for the positioning of the gastronomic sector, highlighting the importance of focusing efforts on content creation and visibility to achieve a more significant impact.