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Sociodemographic profile, evaluation of attributes and level of satisfaction: Case study of gastronomy festivals in Guayaquil, Ecuador

Abstract:

This paper intends to contribute in the reinforcement of the scientific literature in the field of gastronomic festivals in Latin America, based on the assessments and perceptions made by tourists attending the Raíces Gastronomic Event held in Guayaquil, Ecuador, in July 2015. The main objective of this paper is to analyze the sociodemographic profile, the valuation of the different attributes of this event and the level of satisfaction of the travelers who attend it. The methodology has consisted in the accomplishment of a field work during the celebration of this Event. 746 surveys are applied to measure the socio-demographic profile of the tourist and their level of satisfaction, segmenting the results by gender, resulting valid 727. The results evidence the importance of traditional Guayaquil cuisine as a tourist resource of the city of Guayaquil, allowing the tourist to learn more about the country’s culture through its culinary specialties. Similarly, an important degree of satisfaction of the tourists who visit the event, the youth of the attending tourists and the choice of the quality of the dishes as the most valued attribute is detected.