Incidencias de las ferias gastronómicas en el rescate de la cultura culinaria de Guayaquil.

Abstract

The present study aims to analyze the impact of gastronomic fairs on the preservation of Guayaquil’s culinary culture, assessing their contribution to safeguarding and promoting local traditions. Observation, interviews, and surveys were applied to two representative events: The Raíces Gastronomic Fair and the Malecón 2000 Artisan Fair. These methods allowed the identification of demographic, sociographic, motivational, and marketing variables, as well as attendee satisfaction. At the Raíces fair, young adults with university education and a middle to uppermiddle socioeconomic level predominated, mainly motivated by tasting traditional dishes such as ceviche, seco de pollo, or bolón de chicharrón. In contrast, the Artisan Fair attracted mostly young people with secondary education and a middle socioeconomic level, interested in sweets and local handicrafts. Social media was identified as the main promotional channel, and both events generated a positive perception due to the cultural, gastronomic, and entertainment experiences offered. Finally, the study seeks to contribute to the development of gastronomic tourism in Guayaquil, promoting authentic cultural experiences for visitors, supporting the local economy, and ensuring the preservation of the city’s culinary identity.