Análisis de la satisfacción del consumidor en relación a la oferta gastronómica aplicado en el cantón Montecristi.

Abstract

Tourism is one of the main economic activities that generate income in Ecuador, especially in coastal areas such as the Canton of Montecristi, where its tourism potential is also associated with the culinary activity, which depends on the gastronomic offer, the quality of service and the advertising campaign that allow the dissemination of this among domestic and foreign tourists, therefore the objective of the research was to analyze the degree of consumer satisfaction in relation to the gastronomic offer of the Canton of Montecristi. For this purpose, a sample of 83 visitors to the 5 most important restaurants in the canton were surveyed regarding their perception of the gastronomic offer and the quality of service. In addition, 5 restaurant managers were interviewed to determine their opinion about the service offered by their establishments. The results show that most of the users are satisfied with the gastronomic offer and quality of service; however, they consider that the establishments offer little information about promotions and offers of their restaurants despite the fact that 100% use social networks. Based on the results, a proposal was made to take advantage of the potential of the gastronomic offer of the canton by improving the quality of service in terms of customer service, hygiene and biosafety and the attraction of new customers through communication and marketing campaigns.