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Recibido: 10-11-2= 018 / Revisado: 17-02-2019 /Aceptado: 25-02-2019/ Publicado: 05-04-2019

=

DOI: https://doi.org/1= 0.33262/cienciadigital.v3i1.309 <= /span>

&nbs= p;

Uso de AP= Ps para la difusión de la gastronomía y establecimientos turísticos de aliment= os y bebidas en la ciudad de Riobamba- Ecuador

<= v:shape id=3D"Imagen_x0020_22" o:spid=3D"_x0000_s1032" type=3D"#_x0000_t75" style= =3D'position:absolute; left:0;text-align:left;margin-left:1288.15pt;margin-top:12.3pt;width:57.6p= t; height:20.15pt;z-index:-251642880;visibility:visible;mso-wrap-style:square; mso-wrap-distance-left:9pt;mso-wrap-distance-top:0;mso-wrap-distance-right= :9pt; mso-wrap-distance-bottom:0;mso-position-horizontal:absolute; mso-position-horizontal-relative:text;mso-position-vertical:absolute; mso-position-vertical-relative:text'> <= span style=3D'font-size:12.0pt;line-height:150%;font-family:"Times New Roman",se= rif; mso-no-proof:yes'>

 

Use of AP= Ps for the dissemination of gastronomy and tourist establishments of food and beverages in Riobamba city - Ecuador

<= span lang=3DEN-US style=3D'font-size:12.0pt;line-height:115%;font-family:"Times = New Roman",serif; mso-ansi-language:EN-US'> 

<= span style=3D'font-size:12.0pt;line-height:115%;font-family:"Times New Roman",se= rif'>Susana Monserrat Zurita Polo. [1], = Paúl Eduardo Monge Moreno [2], & Nancy Maritza Montoya Ramírez. [3= ]

= <= o:p> 

R= ecibido: 15-09-2019 / Revisado: 18-10-2019 /Aceptado: 18-11-2019/ Publicado: 07-12-2= 019<= o:p>

R= ecibido: 10-11-2018 / Revisado: 17-02-2019 /Aceptado: 25-02-2019/ Publicado: 05-04-2= 019

 

D= OI: h= ttps://doi.org/10.33262/cienciadigital.v3i1.309 <= o:p>

Re= cibido: 10-02= -2= 019<= /del> /= Revisado: 15<= /del>-<= /del>02= -2= 09<= /del> /= Aceptado: 04-03= -2= 019<= /del>/ = Publicado: 14= -0= 6<= /del>-2= 019

 

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 <= span style=3D'mso-tab-count:1'>           Abstract.=                    <= span style=3D'mso-spacerun:yes'>              DOI https://doi.org/10.33262/cienciadigital.v3i4.2.1024 =

  DO= I: https://doi.org/10.32/cienciadigital.v3i1= .947

<= o:p> 

T= ypography: Time New Roman 12 line spacing 1.15 (150 - 300 words).=

Riobamba city has a rich diversity of its cuisine = due to the variety of spices and products in the country, its appeal is focused= on the seasoning and creativity constantly renewed through the new generations= of chefs and diners.

<= span style=3D'mso-spacerun:yes'> In this area it is importan= t to project to the world the gastronomic wonders that  Riobamba city can offer, currently ther= e are tools that facilitate this process in a global way reaching all corners of = the world and this is thanks to the Internet and in a way more specific to "Social Networks" through the use of APPs.<= o:p>

<= span style=3D'mso-spacerun:yes'> The dissemination of local gastronomy and tourist establishments of food and beverages through the Internet is leading to more and more people becoming direct and active user= s of Social Networks, who share culinary art as a common interest, leaving side limitations in terms of physical and temporal space, promoting their participation in information and knowledge empowerment activities.

<= span style=3D'mso-spacerun:yes'> The present study allowed to identify the use of Social Networks for the dissemination of restaurant businesses in Riobamba city, a sample of 50 coffee shops, ice cream parlors, bars and restaurants was taken , the same ones that through their owners or administrators answered a survey on the use of PPPs and social networks for= the dissemination of businesses, and a sample of 120 users of said tourist establishments, considered those who are 15 years old and older, determining that the most used social network in this regard is Facebook, through this platform they announce the services they offer: the menus and their gastron= omy available to customers, as well as the creation of events, participation of activities, gastronomic marketing and general diffusion of the business.

 

Keywords: APPs, Social Networks, Gasronomy, Establishments of food and beverages

 <= /span>

<= span style=3D'mso-tab-count:1'>            Resumen.

 

La ciudad de Riobamba en Ecuador, cuenta con una diversidad enriquecida de su gastronomía por la variedad de especias y productos existentes en el país, su atractivo= se centra en la sazón y creatividad constantemente renovada a través de las nu= evas generaciones de cocineros y comensales. <= o:p>

Es importante proyectar al mundo las maravillas gastronómicas que Riobamba y la provincia= de Chimborazo puede ofrecer, se cuenta con herramientas que facilitan este pro= ceso de una forma global llegando a todos los rincones del mundo y esto es graci= as a las “Redes Sociales” a través del uso de APPs.<= o:p>

<= span style=3D'mso-spacerun:yes'> La difusión de la gastronom= ía chimboracense y establecimientos turísticos de alimentos y bebidas a través= del Internet está dando lugar a que cada vez más personas se conviertan en usua= rios directos y activos de las Redes Sociales, quienes comparten el arte culinar= io como un interés común, dejando de lado limitaciones en cuanto a espacio fís= ico y temporal, promoviendo su participación en actividades de apoderamiento de información y conocimientos.<= o:p>

<= span style=3D'mso-spacerun:yes'> El presente estudio permitió identificar el uso de Redes Sociales para la difusión de los negocios restauranteros en la ciudad de Riobamba, se tomó una muestra de 50 cafeterí= as, heladerías, bares y restaurantes, los mismos que a través de sus propietari= os o administradores respondieron una encuesta sobre el uso de APPs y redes soci= ales para difusión de los negocios, y una muestra de 120 usuarios de dichos establecimientos turísticos, considerados aquellos que tienen edad de 15 añ= os en adelante, determinando que la red social más utilizada en este sentido es Facebook, a través de esta plataforma dan a conocer los servicios que ofrec= en: los menús y su gastronomía al alcance de los clientes, así como creación de eventos, participación de actividades, marketing gastronómico y difusión general del negocio.

P= alabras claves: APPs, Redes sociales, Gastronomía, Establecimient= os de alimentos y bebidas.

<= o:p> 

Intro= ducción.

En la actualidad el mundo está siendo sacudido por= la velocidad para crear, producir y generar, ideas, información, conocimientos= y saberes, que, apoyados en la ciencia y tecnología, hacen posible una difusi= ón rápida y global. Las nuevas Tecnologías de la Información y de la Comunicac= ión han evolucionado de manera vertiginosa en los últimos años, debido especialmente a su capacidad de interconexión a través de la Red, esta nueva fase de desarrollo tiene gran impacto en las organizaciones a todo nivel, s= in dejar de lado las relacionadas con el ámbito gastronómico, la adaptación del ento= rno a este nuevo potencial y la adecuada utilización del mismo supone un reto s= in precedentes. 

Las innovaciones tecnológicas han proporcionado a = la humanidad canales nuevos de comunicación e inmensas fuentes de información = que difunden modelos de comportamiento social, actitudes, valores, formas de organización, etc. Estamos inmersos en la llamada sociedad de la informació= n, hay que considerar entonces que los datos son la materia prima del siglo XX= I.

La incorporación de las TIC y específicamente de l= as Redes Sociales a través de APPs en el ámbito gastronómico y establecimientos turísticos de alimentos y bebidas, permiten nuevas formas de acceder, gener= ar, y transmitir información y conocimientos, promoviendo el ampliar las perspectivas de un negocio a través de una comunicación efectiva con nuevos clientes sin limitaciones de espacio ni tiempo ya sea de manera sincrónica = y/o asincrónica.

Un objetivo clave para el funcionamiento de cualqu= ier negocio es ofrecer un nivel más alto de lo normal en cuanto a servicios al cliente, más aún en el ámbito gastronómico donde el nivel de satisfacción d= el cliente puede ser reflejado de manera inmediata en un gesto como una sonris= a o por lo contrario una mueca como señal de desagrado, muchos de los negocios = no tienen la oportunidad de crecer por la falta de difusión de sus servicios, = los negocios entonces dependen de publicidad y la publicidad depende de las palabras;  con la inclusión de los = negocios en las Redes Sociales a través del Internet se visualiza como propietarios y administradores de establecimientos de alimentos y bebidas pretenden además= de ofertarse, eliminar el distanciamiento con sus potenciales clientes a travé= s de cartas digitales, promociones, eventos, etc.

La gastronomía es uno de los elementos más importa= ntes en el turismo y que más movimiento genera en las redes sociales, en tal vir= tud en el presente artículo se tratarán aspectos a tomar en cuenta para elevar = las potencialidades del uso de Internet, Redes sociales y APPs para la difusión= de la Gastronomía de la provincia de Chimborazo y negocios relacionados al ámb= ito restaurantero.

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= Metodologia.

El punto de partida para el presente trabajo es el= uso de Internet, Sitios Web y APPs que permiten la comunicación directa con los usuarios esto es a través de las Redes Sociales.  Además, se han utilizado encuestas que = se han aplicado en varios restaurantes de la provincia de Chimborazo y han servido= de base de comparación de oferta y difusión de servicios entre negocios que cuentan con sitios web o plataformas tecnológicas ya sea a través de videos= o perfiles en las distintas Redes Sociales y los negocios que no.<= /span>

Las técnicas utilizadas en el presente estudio son: observación directa, encuestas, entrevistas, a través de fuentes de informa= ción directas con los propietarios y administradores de los negocios, y fuentes secundarias y documentales por medio de revisión de bibliografía y sitios y páginas web referentes a la difusión de la gastronomía en Ecuador.

Resultados.

Las redes sociales se han convertido, en pocos año= s, en un fenómeno global, éstas se expanden como sistemas abiertos en constante construcción de sí mismos, al igual que las personas que las utilizan.=

El término red, proviene del latín rete, hace menc= ión a una estructura que tiene un determinado patrón; en informática una red es= un conjunto de equipos interconectados que comparten información. (Pérez Porto & Gardey, 2014)

En cuanto al término social, es relativo a la soci= edad o conjunto de individuos que interactúan entre sí para formar una comunidad, pudiendo definir las Redes Sociales como estructuras en donde muchas person= as mantienen algún tipo de vínculo ya sea amistad, comercial, laboral u otro.<= o:p>

Hoy en día el término "red social " se refiere a los diferentes sitios o páginas de internet que favorecen la crea= ción de comunidades virtuales, ofreciendo a sus usuarios la posibilidad de contactarse con infinidad de individuos a fin de compartir contenidos, inte= ractuar y crear comunidades sobre intereses similares: trabajo, lecturas, juegos, amistad, relaciones amorosas, entre otros. El término se atribuye a los antropólogos británicos Alfred Radcliffe-Brown y Jhon Barnes.

Las redes sociales en Internet, engloban numerosas= y variadas redes, por lo que generalmente, se habla de ellas en plural. Es difícil encontrar una persona que sólo posea una cuenta en uno de los servi= cios que ofrece Internet. Normalmente, los individuos son usuarios activos de va= rios servicios, mediante los cuales, crean y mantienen diferentes relaciones personales. Los servicios de redes sociales se están convirtiendo en un agregado de muchos servicios que funcionaban de forma separada. Se puede trasladar un estado de Twitter a Tuenti, o ver un vídeo en Youtube y compartirlo en Facebook o un estado en Whatsapp y/o Instagram. Todo esto integra a los usuarios de un modo complejo, por lo que el concepto de servi= cio de red social se diluye, y acaba siendo una combinación de posibilidades de comunicación.

Las redes sociales on-line se puede considerarlas = del tipo horizontal a aquellas que no tienen una temática definida, están dirig= idas a un público genérico, y se centran en los contactos, la motivación de los usuarios al acceder a ellas es la interrelación general, sin un propósito concreto, se centra en relacionar personas, comparten las mismas características: crear un perfil, compartir contenidos y generar listas de contactos, algunas son: Facebook, Instagram, MySpace, Orkut, Sonico, Tuenti, Netlog, Google+,  Badoo, entre otra= s; y las Redes Sociales Verticales donde hay una tendencia hacia la especializac= ión, estas pueden ser clasificadas por temática, redes tales como:  Xing, LinkedIn, Viadeo; por actividad c= omo Twitter, Muugoo, Plurk, Identi.ca,Tumblr, Wooxie, Second Life, World of Warcraft; o por contenido compartido como: Flickr, Fotolog, Youtube, Vimeo, SlideShare, Slideboom.

Las prácticas sociales se establecen mediante las actividades propuestas por el servicio que, habitualmente, son: Compartir contenido como fotografías, vídeos, páginas web, textos, música o noticias, enviar mensajes privados a otros usuarios, participar en juegos sociales que ofrece el servicio, comentar el contenido compartido por otros usuarios, publicar eventos para anunciar acontecimientos a su red de contactos, habla= r en tiempo real con uno o más usuarios mediante chat o sistemas de conversión grupal, crear grupos exclusivos para determinados contactos, publicar comentarios en el perfil o espacio personal de otros usuarios.

La Red Social más utilizada a nivel mundial es Facebook, razón por la que el centro de atención en el presente estudio es = esta red; creada por Mark Zuckerberg consistente en un sitio web de redes social= es, originalmente era un sitio para estudiantes de la Universidad de Harvard, p= ero actualmente está abierto a cualquier persona que tenga una cuenta de correo electrónico. Su infraestructura principal está formada por una red de más de 50.000 servidores que usan distribuciones del sistema operativo GNU/Linux u= sando LAMP.  Ecuador ocupa la séptima pos= ición en número de usuarios de Facebook entre los países de América del Sur, y la posición 34 en el ranking a nivel mundial.

En Ecuador según los resultados de la Encuesta de condiciones de vida realizada por el Instituto Nacional de Estadísticas y Censos (INEC, 2018), 4’224.984 habitantes que representan el 25,28% de la población del Ecuador utilizan redes sociales esto reprde 5 años y más cuen= ta con  cuenta con 6’800.000 usuarios = de los cuales el 47% son mujeres y 53% son hombres.  Ecuador crece en Facebook a un promedio de 100.000 usuarios nuevos p= or mes.  De acuerdo a las estadísticas= de medición de Facebook las actividades de interés de los usuarios destacan las relacionadas con Comida y Restaurantes declaradas por 2’200.000 usuarios de Facebook en Ecuador.  El mayor porc= entaje de usuarios en Facebook tiene edad entre 18 y 25 años, seguido muy de cerca= por los de 26 a 35 años.

Según datos del Observatorio TIC,  hasta el 2015, el 91% de personas que utilizan celular accedió a redes sociales, a través de su dispositivo móvil inteligente, es decir, 21 puntos porcentuales más que en el 2011, cuando se registró un 69,92% de personas que ingresaron a redes sociales desde sus teléfonos.

A nivel urbano se registra que el 92,4% de ciudada= nos acceden a redes sociales, por medio de sus teléfonos móviles; mientras que = en la zona rural el 82,88% de personas con celular accede a las redes sociales= .

Los datos, también evidencian que son los hombres = los que más utilizan las redes sociales con un 91,38%; en tanto que el 90,61% de las mujeres utilizan estas herramientas tecnológicas en sus teléfonos.=

En cuanto a grupos etarios, las personas entre 15 = y 29 años son las que más utilizan las redes sociales en sus teléfonos, con un 9= 4,1%; seguido de los jóvenes menores de 15 años que lo hacen en un 93%. (Minister= io de Telecomunicaciones y de la Sociedad de la Información, 2019)<= /span>

Las redes sociales utilizadas en Ecuador a enero de 2019 son: Facebook como la más popular con 12 millones de cuentas activas, registrando el 48% usuarias mujeres y 52% usuarios hombres; a continuación Instagram con 3,9 millones de usuarios de los cuales 55% son mujeres y 45% hombres; Linkedin 2,2 millones de usuarios, Snapchat 1,1 millones de cuentas activas y Twitter con 790.000 cuentas activas. El 80% de usuarios se conect= an desde dispositivos móviles, en los cuales descargan las APPs para su interacción con marcas y usuarios. (Zavala & Sánchez, 2019)<= /span>

Según la encuesta de condiciones de vida ECV 2014,= la provincia de Chimborazo tiene una incidencia del 30,5% de uso de redes soci= ales con 4,78 horas promedio diarias de uso, a través de distintos medios como computadora con el 42,4% o teléfonos inteligentes con el 37,4%, con acceso a internet 37,5% (INEC, 2018)

El uso de redes sociales para generación de interacciones proporciona oportunidades para pequeños y medianos negocios e= n el área de la gastronomía, generando comunicación y publicidad efectiva, relev= ante con su audiencia de clientes actuales y potenciales facilitando la creación= de relaciones, solución de problemas y oferta de servicios y beneficios de calidad.

Según el Censo Económico realizado en el año  2010 en Ecuador existen 33.938 restaura= ntes, 8.217 panaderías, 8082 locales de comida rápida y 613 cafeterías; como dato adicional se puede mencionar que en este tipo de negocios restauranteros  laboran 94.000 personas,  de acuerdo a la encuesta nacional de In= gresos y Gastos de los hogares realizada en el año 2012, los ecuatorianos destinan= en promedio $585 millones en alimentos y bebidas no alcohólicas cada mes (Fuen= te INEC); la alimentación es una actividad vital, razón por la cual cada vez m= ás ecuatorianos buscan una forma de emprender y obtener recursos económicos relacionados con esta actividad y maneras de promocionar su negocio a nivel global, optando por opciones de bajo costo y amplio alcance.

Una de las opciones más acogidas para la difusión = de la gastronomía en la provincia de Chimborazo es el uso de redes sociales pa= ra lo cual se debe considerar varios aspectos como: la conversación es la base= de una relación interpersonal, Twitter para hablar al minuto, Facebook para ha= blar cada día, Google Plus para hablar a la semana, Linkedin para hablar con profesionales, la seguridad en la red depende del sentido común de cada usuario, el factor humano es de gran importancia en Internet; las redes sociales pueden ser utilizadas como herramientas de comercialización a trav= és de la llamada Realidad Aumentada y uso de nuevos dispositivos como teléfonos celulares inteligentes y tablets.

En la ciudad de Riobamba de acuerdo a las encuestas realizadas a una muestra de 50 cafeterías y negocios restauranteros, se determinó que el 85% de locales cuentan con al menos un perfil de negocio en redes sociales, publicaciones a través de videos en Youtube o uso de Whatsa= pp e Instagram para su promoción y difusión de los productos que ofrecen. Se determinó que el público al que va dirigido las publicaciones en mayor porcentaje está comprendido en un margen de edad de 15 a 35 años.  Heladerías, cafeterías y bares realizan publicaciones para jóvenes de 15 a 25 años, mientras que los negocios restauranteros consideran como objetivo final adultos de 25 años en adelant= e.

El 80% de los negocios restauranteros encuestados cuentan con páginas para su difusión principalmente en Facebook, el 20% de = los negocios han difundido sus servicios alguna vez a través de videos colocado= s en Youtube, el 42% están utilizando Whatsapp como medio de difusión de sus productos y para el público más joven a través de Instagram y Snapchat.

Es un estudio cuantitativo, de campo y descriptivo= . La muestra estuvo conformada por 50 negocios restauranteros entre cafeterías, heladerías y restaurantes y 120 usuarios de diferentes edades, de los negoc= ios restauranteros de la ciudad de Riobamba, provincia de Chimborazo. Se recole= ctó la información utilizando un cuestionario con 20 ítems con alternativas de respuesta valorada de la siguiente forma: siempre, frecuentemente, a veces, casi nunca, nunca. La escala mide tanto el grado de utilización de las redes sociales y su aceptación como el tipo de redes sociales utilizadas para la difusión y aceptación de los negocios restauranteros por parte del público = en general.

El cuestionario fue realizado considerando aspectos básicos relacionados al uso de redes sociales: Tipo de Redes sociales, tiem= po empleado para publicaciones, aceptación del público, elementos a difundir p= or medio de las redes sociales, medios digitales utilizados para la comunicaci= ón.

 

Cuadro 1. Redes sociales u= tilizadas por establecimientos turísticos de alimentos y bebidas en Riobamba

Red Social=

Porcentaje<= /span>

Faceboo= k

80%

Whatsap= p

42%

Twiter<= o:p>

20%

Instagr= am

35%

Snapcha= t

10%

Google = +

5%

Youtube=

20%

Fuente: Elaboraci= ón propia =

 

Cuadro 2. Redes sociales utilizadas por usuarios de negocios restauranteros en Riobamba

Red Social=

Porcentaje<= /span>

<= span lang=3DES-EC style=3D'mso-ansi-language:ES-EC'>Facebook

95%

<= span lang=3DES-EC style=3D'mso-ansi-language:ES-EC'>Whatsapp

90%

<= span lang=3DES-EC style=3D'mso-ansi-language:ES-EC'>Twiter

25%

<= span lang=3DES-EC style=3D'mso-ansi-language:ES-EC'>Instagram

50%

<= span lang=3DES-EC style=3D'mso-ansi-language:ES-EC'>Snapchat

30%

<= span lang=3DES-EC style=3D'mso-ansi-language:ES-EC'>Google +

10%

<= span lang=3DES-EC style=3D'mso-ansi-language:ES-EC'>Youtube

40%

<= o:p> 

Fuente: Elaboración propia

<= o:p> 

 

Cuadro 3. Conocimiento de negocios restauranteros en Riobamba

Medio de difusión=

Porcentaje

Radio

<= span lang=3DES-EC style=3D'mso-ansi-language:ES-EC'>20%<= /span>

Televis= ión

<= span lang=3DES-EC style=3D'mso-ansi-language:ES-EC'>25%<= /span>

Redes sociales

<= span lang=3DES-EC style=3D'mso-ansi-language:ES-EC'>85%<= /span>

Recomen= dación

<= span lang=3DES-EC style=3D'mso-ansi-language:ES-EC'>80%<= /span>

Sitios = Web

<= span lang=3DES-EC style=3D'mso-ansi-language:ES-EC'>28%<= /span>

Volante= s

<= span lang=3DES-EC style=3D'mso-ansi-language:ES-EC'>30%<= /span>

Fuente: <= /span>Elaboración propia

&nbs= p;

Discusión= .=

El uso de nuevas tecnologías en el ámbito gastronó= mico está revolucionando la forma de pensar tanto de propietarios y/o personas vinculadas al área como a los usuarios o clientes potenciales de negocios afines a la alimentación; cada vez es más frecuente y más sencillo obtener información sobre determinado restaurante o sobre alguna receta o profesion= al gastronómico en particular, la utilización de Redes Sociales está facilitan= do el acceso a la información sobre cocina ecuatoriana, tradicional, ancestral= y de vanguardia, en fin a través de Redes como Youtube se está difundiendo de una manera atractiva lugares, tradiciones, platos, permitiendo a los usuarios v= er a la Gastronomía Ecuatoriana con un panorama más amplio, existiendo un mejor aprovechamiento de recursos. (Marketing gastronómico, 2018)

Colocar la información en internet tiene como vent= aja el acceso a la información desde cualquier ubicación, la información reside= en servidores con conexión permanente; las herramientas Web 2.0 proporcionan mejoras en cuanto a interfaz, lo que posibilita una mejor y más fluida comunicación.

Entidades gubernamentales han visto en el uso de Internet una alternativa eficiente para la difusión de proyectos gastronómi= cos y alimentarios en Ecuador, tal es el caso de la difusión del Proyecto de Patrimonio Alimentario, el mismo que busca valorizar y proyectar la gastron= omía nacional desde una mirada profunda que abarca desde sembríos hasta cuando l= os alimentos llegan a la mesa.

En la actualidad plataformas como Youtube son test= igos de talento de jóvenes, empresarios, chefs, estudiantes y docentes quienes h= an visto en esta herramienta una opción para dar a conocer sus potencialidades= en el campo gastronómico, es más habitual encontrar en la red fotos y videos de clases de cocina subidos para el deleite del público en general.=

Las redes sociales como Facebook y Twiter se han convertido en espacios donde se puede mostrar al mundo fusiones de ingredientes, nuevas recetas, nuevos productos, facilitando una mejor ofert= a de los bienes y servicios brindados por los diversos restaurantes a nivel nacional; se da la oportunidad de integrar a Flashmobs para reuniones breves vía online con el propósito de obtener publicidad para movilizar a miles de personas; promueve el intercambio de experiencias con profesionales de diferentes áreas gastronómicas.

En Ecuador la Red Social más utilizada para difusi= ón de la Gastronomía nacional, así como negocios restauranteros es Facebook, en esta red se han creado grupos de interés tales como Gardemanger, Asociación= de Chefs del Ecuador, Foro Panamericano de Asociaciones Gastronómicas Profesionales, Academy of Culinary Professional of Americas, entre otros, en los cuales diariamente participan profesionales de la rama gastronómica. Le sigue de cerca Whatsapp según las estadísticas de redes sociales en Ecuador, Facebook es usada en un 97%, frente al 90% de uso de Whatsapp, 65% de uso de Instagram, 49% de uso de Twiter, 26% de uso de la red Snapchat y en menores porcentajes otras redes sociales. (BRANDEC, 2018)

El compartir nuevos conocimientos como: técnicas vanguardistas, productos utilizados en las diferentes zonas y en la elabora= ción de platos autóctonos y de autor, así como expandir la gastronomía ecuatoria= na internacionalmente, tener información actualizada acerca de temas de interé= s, además permiten acudir a eventos, participar en actos y conferencias tanto presenciales como virtuales y que pueden ser en tiempo real son ventajas del uso de las Redes sociales en el ámbito gastronómico.

Hay muchas dinámicas para producir contenido gastronómico en Internet, permite recolectar información sobre costumbres gastronómicas, restaurantes más visitados y lugares turísticos; los profesionales gastronómicos pueden dar uso a las redes sociales para masifi= car la educación y la cultura gastronómica ecuatoriana,  por tanto, usuarios y proveedores de servicios deben trabajar en este camino en el que la educación y la concienciación de los riesgos que puede conllevar para la privacidad el hec= ho de no proteger adecuadamente los datos se erige como aspecto clave a la hor= a de exponer información en las redes sociales. (Revista Líderes, 2018)

Los restaurantes pueden dar a conocer los producto= s y servicios a miles de personas que hacen uso de las redes sociales ya que es= una excelente forma de hacer mercadotecnia y publicidad a bajos costos.  El consumidor puede interactuar y conoc= er las características de los productos, además de promociones, noticias de los establecimientos restauranteros y lanzamiento de nuevos productos; es una perfecta fuente de información para saber lo que quiere el cliente y en un futuro retomar la misma para los planes estratégicos del restaurante.<= /o:p>

Hay que considerar también que las Redes sociales pueden llegar a ser peligrosas en cuanto a si no se configura la privacidad correctamente, puede haber violación de los derechos de autor, así como pue= den darse casos de suplantación de menús, de productos específicos de un restaurante.  La excesiva informaci= ón de productos elaborados dentro de los establecimientos restauranteros, ocasion= a la pérdida de identidad del restaurante, porque pueden apoderarse de todos los= contenidos publicados y además ser utilizados por profesionales poco éticos que pudier= en aprovecharse de los recursos para beneficio propio perjudicando notablement= e al autor.  Adicionalmente se debe toma= r muy en cuenta que los malos comentarios generados en la red pueden dar mala ima= gen al negocio y perjudicarlo= .

 

Conclusiones.

·&nb= sp;        Cada vez es= más frecuente el uso de internet y Redes Sociales en el ámbito gastronómico y empresarial a nivel provincial y nacional, por las múltiples ventajas que p= uede brindar tanto a dueños de restaurantes como a usuarios y consumidores.=

·&nb= sp;        La gastrono= mía chimboracense y ecuatoriana puede ser conocida y apreciada a nivel mundial a través del Internet, entidades de gobierno como Ministerio de Turismo, así = como negocios restauranteros nacionales se promueven a través de este medio.

·&nb= sp;        El Internet= a través de uso de las APPs y Redes Sociales reduce el tiempo de comercializa= ción y disminuye los costos de comunicación, por lo que se ha convertido en una herramienta de comercio valorado por las empresas y negocios en general inc= luidos los restauranteros a nivel nacional. 

·&nb= sp;        La entrega = de información de Internet en un formato digital a bajo costo ayuda a los nego= cios a funcionar con mayor eficiencia, ya que pueden pasar los ahorros para beneficio del cliente en cuanto a mejora de servicios por parte del restaur= ante en este caso.

·      =    El uso de r= edes sociales implica tener conciencia de las ventajas que puede traer a un nego= cio en cuanto a publicidad y/o difusión de servicios, pero de la misma forma se deberá considerar el tipo de información que se coloca ya que ésta estará al alcance de todo el mundo, por lo que se deberá poner atención sobre todo en= lo relacionado a seguridad y privacidad

 

Referencias bibliográficas.

BRANDEC. (2018). Hablemos de marcas. Recuperado el= 20 de 03 de 2018, de Estadísticas de redes sociales en Ecuador 2017: http://www.hablemosdemarcas.com/estadisticas-de-redes-sociales-en-ecuador-2= 017/

El emprendedor. (2017). Errores al usar Facebook en la empresa. Recuperado el 23 de 03 de 2018, de http://www.elemprendedor.ec/errores-al-usar-facebook-en-la-empresa/

INEC. (2018). ECUADOR EN CIFRAS. Obtenido de Estadísticas Sociales: http://www.ecuadorencifras.gob.ec/documentos/web-inec/Estadisticas_Sociales= /TIC/2016/170125.Presentacion_Tics_2016.pdf

Marketing gastronómico. (2018). Aprende a gestionar tu restaurant como un auténtico profesional. Obtenido de http://marketingastronomico.com/

Ministerio de Telecomunicaciones y de la Sociedad de la Información. (2019). Ministerio de Telecomunicaciones y de la Sociedad d= e la Información. Obtenido de https://www.telecomunicaciones.gob.ec/91-de-ecuatorianos-utiliza-las-redes-= sociales-en-su-telefono-inteligente/

Pérez Porto, J., & Gardey, A. (2014). Obtenido de Definición de:: https://definicion.de/red-social/

Revista Líderes. (2018). Revista líderes. Recupera= do el 20 de 03 de 2018, de El sabor nacional se convierte en una experiencia: https://www.revistalideres.ec/tag/gastronomia

Zava= la, V., & Sánchez, J. (2019). Global Digital Report. Obtenido de htt= ps://www.ekosnegocios.com/articulo/facebook-es-la-red-social-mas-utilizada-= en-ecuador

 

 

 

 

= <= o:p>

 

 

 

 

 

 

 

 

PARA CITAR EL ARTÍCULO INDEXADO.

 

 

<= ins cite=3D"mailto:Efraín%20Velastegui%20López" datetime=3D"2019-12-23T10:15">Z= urita Polo, S., Monge Moreno, P. E., & Montoya Ramírez, N. M. (2019). Uso de = APPs para la difusión de la gastronomía y establecimientos turísticos de aliment= os y bebidas en la ciudad de Riobamba- Ecuador. Ciencia Digital, 3= (4.2), 191-203. ht= tps://doi.org/10.33262/cienciadigital.v3i4.2.1024Z= urita,= S.,= M= onge, P.,= &= amp; M= ontoya, N. (2019).  <= /span>Uso de apps para la difusión de la gastronomí= a y establecimientos turísticos de alimentos y bebidas en la ciudad de Riobamba - Ecuad= or Revista electrónica Ciencia Digital 3(2), 78-97. Recuperado desde: http://cienciadigital.org/revistacienciadigital2/= index.php/CienciaDigital/article/view/263/567

&nb= sp;

 

 


 

 

 

El artículo que se publica es de exclusiva responsabilidad de los autores y no necesariamente reflejan el pensamiento de la Revista CienciaE= xplorador Digital.

 

El articulo queda en propiedad de la revista y, por tanto, su publicación parc= ial y/o total en otro medio tiene que ser autorizado por el director o editor d= e la Revista C= ienciaE= xplorador Digital.

 

 

 


El artículo que se pub= lica es de exclusiva responsabilidad de los autores y no necesariamente reflejan el pensamiento de la Revista Ciencia Digital.

 

El= artículo queda en propiedad de la revista y, por tanto, su publicación parcial y/o t= otal en otro medio tiene que ser autorizado por el director de la Revista Ciencia Digital.

 

 

 

&nbs= p;



[1] Escue= la Superior Politécnica de Chimborazo, Facultad de Recursos Naturales. Riobamb= a, Ecuador, susana.= zurita@espoch.edu.ec

[2] Unidad Educativa Santo Tomás A= póstol Riobamba. Riobamba, Ecuador. pmonge@uestar.edu.ec

[3] Instituto Superior Tecnológico Riobamba, Riobamba, Ecuador. nancymmr= @gmail.com

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www.exploradordigital.org                                              =                                                    Vol. 1 No. 1 pág. 5-15                                             =                                                            

=  

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www.cienciadigital.org

                                                                        =                                                ISSN: 2602-8085

                                                                        =            Vol. 3, N°2, p. 78-97, abril - junio, 2018

= = Revista Indexada EnL Latindex 2.0            =                   =                                                 =                    Página = = 2= de = = 5=

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