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Revista interamericana de ambiente y turismo

versión impresa ISSN 0717-6651versión On-line ISSN 0718-235X


SALAZAR DUQUE, Diego  y  BURBANO ARGOTI, Camila. Analysis of the gastronomic offer, a commercial perspective through service marketing: The case of La Rumipamba, Pichincha, Ecuador. Rev. interam. ambient. tur. [online]. 2017, vol.13, n.1, pp.2-14. ISSN 0717-6651.

The food and beverage industry is considered one of the main service activities that has a positive effect on the generation of tourism in a geographic area. Therefore, the various commercial strategies that are structured toward customers in a planned, continuous and systematized way cover their needs, desires and culinary expectations, which contribute to income generation for the company and a competitive position in the market. The main goal of this investigation was to analyze the existing gastronomic offer in the area of La Rumipamba, Pichincha Province, Ecuador, through the elements that comprise the service marketing mix. The results show that the food and beverage offer in the area of La Rumipamba has characteristics that can negatively influence the consumer’s decision. In addition, although there are a considerable number of gastronomy companies, all are small, and which are not comparable to businesses at other gastronomic points in the city. Finally, the offer addresses a specific market niche comprised of students from schools and universities, and small business owners located on its main avenues. Restaurant or soda fountain administrators can identify strategies that might improve the quality of the products and services that the market demands.

Palabras clave : Commercial strategies; culinary expectations; gastronomic offer; marketing mix.

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