Identificación y caracterización de corredores gastronómicos de Guayaquil para la propuesta de estrategias de mejora.

Abstract

The city of Guayaquil is a place where you can see a wide range of tourists, luxury hotel chains, recreational areas and services, since it is one of the destinations most visited by foreigners who come to Ecuador, and many of these gastronomic corridors lack effective marketing strategies that position them as attractive tourist and gastronomic destinations, limiting their reach, they also lack the support of public institutions, where there is no municipal investment and especially in Guayaquil there is a need for greater support from local authorities to help enhance these spaces, which is why five tourist corridors were identified: Puerto Santa Ana, Calle Panamá, Urdesa, Sauces 6, Vía a la Costa, surveys and interviews were conducted with a sample of 272 people, where a preference for typical cuisine and seafood was obtained; They focus more on flavor, quality, price and safety, they demand a total experience that includes adequate infrastructure such as parking, lighting, signage, and therefore it was possible to define improvement strategies for the gastronomic corridors identified based on the level of customer satisfaction, such as strategies that combine quality, gastronomic identity, promotions, improved parking, traffic, security guards and the articulation with tourism, which is the integration and coordination of food with culture and this allows to consolidate these corridors as a competitive gastronomic destination and the city as such at a national and international level.