Uso de redes sociales para potenciar emprendimientos gastronómicos en la ciudad de Loja

Abstract

Abstract: This research paper aims to analyze the use of social networks to promote gastronomic ventures in the city of Loja and increase the popularity of these companies within the gastronomic tourism of Ecuador. For this, a proposal was used that includes digital marketing through the creation of a website. A mixed approach methodology was used for the preparation of the proposal, involving the use of qualitative and quantitative techniques. This process allowed to address aspects such as the characteristics of the enterprises and to determine the perspectives of the clients regarding the use of social networks. Based on the results obtained corroborates that the use of social networks is essential for the promotion of local restaurants, this is because technology is a fundamental part of the social interaction of individuals. In addition, it is recommended to generate awareness about digital advertising and the management of social networks so that entrepreneurs can use cost effective advertising tools.