Analysis of experiential Marketing in customer satisfaction in the gastronomic sector of Guayaquil

Abstract

Introduction: Gastronomy in Ecuador has become a key economic engine of the country. Therefore, experiential marketing appears in the gastronomic industry, seeking to transform the visit to a restaurant into an unforgettable experience, strengthening the connection between establishments and their customers; Objective: to analyze experiential marketing in customer satisfaction in the gastronomic sector of Guayaquil, Ecuador; Methodology: an empirical, non-experimental research design was developed, with a descriptive approach and of a cross- sectional nature. Observation was used as a scientific tool to identify the experience marketing strategies being employed by restaurants; and an ad-hoc questionnaire was designed and applied to 384 consumers of theme restaurants to determine their perception of the various strategies implemented by the restaurants; Results: The gastronomic diversity of Guayaquil, enriched by multiple cultures, stands out. Consumers value experiential marketing strategies, mainly emotional and sensory. Conclusions: It is recommended to innovate in strategies, such as menu customization and use of digital technology, and to adopt sustainable practices. The findings, although focused on Guayaquil, may have relevance in similar cities, suggesting the need for future quantitative research