Impacto de las estrategias de marketing digital en la elección de restaurantes en la ciudad de Guayaquil.

Abstract

This analysis examines the effect of digital marketing tactics on restaurant selection in Guayaquil, with the aim of exploring how digital platforms influence consumer behavior and suggesting strategic guidelines for the gastronomy sector. The research was conducted using a mixed approach, applying surveys to 405 participants and interviews with specialists, which allowed for the comparison of quantitative and qualitative data. The findings show that TikTok and Facebook are the most influential channels, highlighting the relevance of creative audiovisual content, digital promotions, and constant interaction with customers on social media. It also confirms that digital marketing contributes to increasing visibility, attracting new customers, and strengthening loyalty. In conclusion, the study highlights the need to implement accessible and effective digital communication strategies, which are a key tool for improving the competitiveness of restaurants in a digitalized environment.