Plan de promoción de la gastronomía tradicional del cantón Santa Elena para la temporada baja de visitantes.

Abstract

The present study entitled: Plan to promote the traditional gastronomy of the Santa Elena canton for the low season of visitors, aims to identify the traditional gastronomy of the Santa Elena canton, which allows promoting the gastronomic product, through a market study in the period 2020-2021. The research presented a mixed approach, about the qualitative level, the opinions of different authors and the owners or managers of restaurants that offer traditional meals are highlighted. In the quantitative approach, the different opinions of residents and national and foreign tourists are highlighted, which were obtained through the surveys, a relevant contribution regarding the preferences of the consumption of traditional foods. Research techniques were applied such as the interview directed to the owners of the restaurants that offer traditional meals, surveys applied to residents and tourists, direct observation was carried out to the restaurants object of this study. The results in an average of 70% of the tourists affirm that they visit the Santa Elena canton for its beaches and for its traditional gastronomy, it was also possible to determine that the restaurants are included in the tourist registry, and comply with the requirements, services and good practices As well as it was also determined that there are possibilities of carrying out a gastronomic tourism promotion in the Santa Elena canton, through the elaboration of a promotional plan for traditional dishes that facilitates the increase in the flow of gastronomic demand, in low seasons.