Patrimonio gastronómico tradicional y su puesta en valor: emprendimiento turístico en Portoviejo-Ecuador

The general objective of this research is the development of a business model that contributes to the development of the traditional gastronomic heritage of the canton of Portoviejo. The methodological design proposal addresses a non-experimental exploratory approach, using the bibliographic, descriptive, analytical and synthetic method, consisting of three phases. In the first, the evolution and trends of the entrepreneurships are analyzed through their characterization and a SWOT analysis that contributes to identifying the main strengths, opportunities, weaknesses and threats where the lack of innovation in the offer was evidenced. As a second phase, the diagnosis of the current state of the establishments was carried out, evaluating the offer through the application of an interview with the entrepreneurs and the director of tourism to relate the private sector with governance. Finally, for the study of the demand, 196 surveys were applied to tourists who were consuming traditional gastronomy in Portoviejo to know the preferences of the visitors and thus provide a better offer, which is why, as the third phase, the proposal of a business model with 9 elements, in each of them, strategies were established for gastronomic businesses, which contribute to their development, competitiveness, and sustainability. It is concluded that the results of this research provide practical tools for traditional gastronomic food ventures, since the application of strategic guidelines allows promoting the constant development of each of these food spaces with local and manabita identity.

• Main Author: Bravo Sánchez, Dayana Milena (author)
• Other Authors: Loor Loor, Josselyn Valeria (author)
• Format: bachelorThesis
• Language: spa
• Published: 2023
• Subjects: Emprendimiento; Patrimonio; Gastronomía tradicional; Modelo de negocio
• Online Access: http://repositorio.espam.edu.ec/handle/42000/2102