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Used of the Educational Web Pages to Promote Cultural and Ancestral Gastronomic in Loja City

Author

Listed:
  • Pablo Alejandro Quezada-Sarmiento

    (Carrera de Ingenierias en Tecnologias de la Información)

  • Cristóbal Suárez-Guerrero

    (Universitat de València)

  • Daniel Patricio Sotomayor-Silva

    (Universidad Técnica Particular de Loja- Carrera de Gastronomía)

  • Patricia Marisol Chango-Cañaveral

    (Universidad Técnica Particular de Loja- Carrera de Gastronomía)

Abstract

This research paper aims to analyze the use of educational web pages and use of social networks to promote ancestral and cultural gastronomic in the city of Loja and increase the popularity of these companies within the gastronomic tourism of Ecuador. For this, a proposal was used that includes digital marketing through the creation of a website. A mixed approach methodology was used for the preparation of the proposal, involving the use of qualitative and quantitative techniques. These processes allowed to address aspects such as the characteristics of the enterprises and to determine the perspectives of the clients regarding the use of social networks. Based on the results obtained corroborates that the use of social networks is essential for the promotion of local restaurants, this is because technology is a fundamental part of the social interaction of individuals. In addition, it is recommended to generate awareness about digital advertising and the management of social networks so that entrepreneurs can use cost-effective advertising tools.

Suggested Citation

  • Pablo Alejandro Quezada-Sarmiento & Cristóbal Suárez-Guerrero & Daniel Patricio Sotomayor-Silva & Patricia Marisol Chango-Cañaveral, 2025. "Used of the Educational Web Pages to Promote Cultural and Ancestral Gastronomic in Loja City," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-94487-1_46
    DOI: 10.1007/978-3-031-94487-1_46
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