Los efectos de la pandemia en pequeños emprendedores del sector restaurantes en la ciudad de Guayaquil.

Abstract

In the present work presented, an analysis of the effects of the pandemic on entrepreneurs in the restaurant sector was carried out. For this analysis, a study of the current situation, concepts and theories of digital marketing is presented, as well as the current situation among consumers, after a pandemic that led to changes in lifestyles. To support this information, in-depth interviews were carried out with people who own this type of business premises, evidencing a large part of the effects that resulted from the Pandemic on this line of business. Likewise, the need to implement changes and innovate in order to face the terrible health crisis, and continue to survive to keep the restaurants active. In such a way that marketing and communication strategies are determined that are presented precisely to a consumer who values and requires other needs. Finally, after comparing what different authors determine versus the results of the study, the effects of the pandemic on entrepreneurs in the restaurant sector and the strategies that were used by this sector to survive the crisis and stay active are known. their business. In which, the need to innovate, technology and loyalty tools were the most notorious keys to subsisting and being able to differentiate.