Diseño de un modelo de negocio para un bar de coctelería temática orientado a experiencias culturales y artísticas de la ciudad de Loja

Abstract

Abstract: A previous study conducted by the author evaluated the experience of a focus group exposed to a cocktail proposal inspired by a theatrical play, obtaining a high level of satisfaction. Based on these findings, the present research aimed to design a Canvas-based business model for the creation and implementation of a signature-themed cocktail pub conceived as a space for cultural and artistic convergence in the city of Loja, Ecuador. A mixed-methods approach was employed, using a structured survey administered to 201 participants and semi-structured interviews conducted with five experts. Based on the analysis of the local market and consumer profile, the business model was developed through the Canvas framework. The findings revealed a favorable level of acceptance and purchase intention toward the proposed concept; however, they also identified limitations in the local market that may affect its implementation. It is concluded that the proposed business model shows preliminary feasibility, subject to the consolidation of market demand and the strengthening of cultural experience consumption in the city of Loja.