Growing flavors: strategie to energize rural ecuadorian gastronomy

Abstract

The present study aimed to identify innovation strategies that foster the growth of gastronomic ventures in the rural parish of Las Viñas, located in the province of Tungurahua, Ecuador. The research emerged from the need to strengthen a sector with significant economic and cultural potential, yet exposed to structural challenges such as demand seasonality, low digital visibility, and intense regional competition. A sequential mixed-methods approach with an exploratory-descriptive character was adopted. The first, qualitative phase included semi-structured interviews with owners, chefs, and key stakeholders, along with direct observation and document analysis, which allowed for the identification of strategic categories. The second, quantitative phase consisted of a structured survey administered to 143 customers, selected through purposive sampling, in order to validate and quantify perceptions related to innovation, experience, and preferences. Among the most relevant findings, there was strong consumer appreciation for local cuisine and high satisfaction with the service received. There was also evidence of openness to differentiated experiences, such as themed events, collaborations with local producers, and innovative digital offerings. At a strategic level, it was concluded that the ventures required a survival strategy that strengthens their internal capacities while facing external threats, without neglecting environmental opportunities. The study’s main contribution lies in the construction of a contextualized diagnosis, accompanied by practical recommendations, which integrated qualitative insights and empirical data. This comprehensive approach provided concrete tools to improve the competitiveness and sustainability of the rural gastronomic sector.