Acceso usuarios
Gema Viviana Carvajal Zambrano
, Frank Angel Lemoine Quintero, Dianelys Nogueira Rivera, Yanelis Ramos Alfonso
Objective: Evaluate the gastronomic services offered by restaurants in the area to define the level of impact it has on the perception of national and international consumers.
Theoretical Framework: Preliminary studies demonstrate that the consumer behavior evaluation model for the marketing of tourist destinations from its methodological context is presumed to model consumer behavior from an ex-ante assessment, the design of change actions and an ex-post reevaluation. ; contributes to achieving changes and allows obtaining better economic and commercial results in the tourist destination proposed by Lemoine; Hernández et al., (2021).
Method: The methodology was structured in three stages that from its conception facilitated a study in accordance with the quantitative research demands. Through the inductive method, certain behavior of the gastronomic activity was observed, denoting representative statistics to develop efficient management and business decision making.
Results and Discussion: In the evaluation, it was determined to classify the gastronomic services into three categories where two restaurants represented 54% of the best evaluated in category A, three represented 28% that placed it in category B and 9 that represent 18% that belong to category “C” and are considered regular.
Research Implications: The investigation shows that digital platforms such as Tripadvisor contribute to decision making and define effective strategies to achieve business objectives.
Originality/Value: Fisher Matrix adapted to the research object made it easier to observe the deficiencies of the gastronomic activity with the purpose of using as a strategy the modeling of the behavior of the consumer who frequents the destination.
O presente estudo foi realizado para determinar a sustentabilidade através da percepção dos clientes sobre os serviços gastronômicos oferecidos em restaurantes da cidade de Bahia de Caráquez, no Equador, através da plataforma TripAdvisor. O método indutivo facilitou a determinação do nível de serviço onde o restaurante Puerto Amistada recebeu o maior número de visitantes, 39% avaliaram seus serviços como excelentes e 34% como muito bons. Determinou-se classificar os serviços gastronômicos em três categorias onde dois restaurantes representaram 54% dos mais bem avaliados na categoria A três representaram 28% que o colocaram na categoria B e 9 que representam 18% que pertencem à categoria “C” e são considerados regular. A Matriz Fisher, através de critérios especializados, tendo em conta as categorias de restaurantes, foram colocados no quadrante de mau serviço, restaurantes de categoria C. Propõe-se a aplicação de estratégias de posicionamento, aliança e cooperação que contribuam para a melhoria dos serviços e para a sustentabilidade gastronómica.
