Use of social networks as a competitive strategy of bars and restaurants in Machala canton

Abstract

Social networks have become an indispensable tool in the tourism sector, since through these companies can spread their products and services in a more effective way, thus reaching a much more extensive market. Its use provides several benefits and a series of advantages that every businessman or future entrepreneur needs to know, since they make it possible to stay in an increasingly globalized and competitive market. Thus, the objective of this work was to analyze the use of social networks in tourist establishments of bars and restaurants in the city of Machala, as the main strategy to maintain their competitiveness. The methodology of this non-experimental and cross-sectional research was based on the descriptive analytical method; selecting 7 businesses with the highest acceptance in the city, as well as a sample of 100 people to be surveyed and an analysis of the social profiles of the establishments. The results determined that the business representatives use these tools mainly to keep abreast of the new advertising strategies that arise through social media, which are properly used, thus ensuring their permanence among the first choice. Likewise, it was learned that the most used social network for the promotion and consultation of these services is Instagram, followed by Facebook. Consequently, both social networks must be used together and have analysis tools to monitor their progress and thus increase their presence and competitiveness against others in the market.