Marketing strategies to attract tourists interested in gastronomy. Estrategias de marketing para atraer turistas interesados en la gastronomía.

Abstract

This research addressed the problem of the low visibility of traditional gastronomy as a tourist attraction in the Tsáchila Chigüilpe commune, located in the city of Santo Domingo. The overall objective was to propose marketing strategies that promote the consumption of innovative gastronomic products and offer new culinary experiences. To achieve this goal, three specific objectives were developed, including the analysis of current marketing strategies, the evaluation of factors influencing culinary tourists' decisions, and the formulation of strategic proposals. The methodology applied was qualitative-quantitative, with a descriptive approach. A documentary analysis was conducted, and a survey was administered to 27 tourists who visited the commune. The results showed that, although efforts to promote local gastronomy exist, these are limited and poorly visible. Furthermore, a high level of tourist interest in interactive experiences was identified, as well as an openness to consuming innovative products inspired by Tsáchila cuisine. Finally, five marketing strategies were proposed, focusing on culinary innovation, digital marketing, and community engagement. It was concluded that the development of these strategies would strengthen cultural identity, diversify tourism offerings, and sustainably boost the local economy.