Influencers in Lima gastronomy: Catalysts of change or agents of gentrification?

Pizarro J.V.G. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/leird2024.1.1.472

Resumen

In the last decade, Lima's gastronomic scene has experienced an unprecedented boom, positioning itself as a culinary benchmark worldwide. This phenomenon has been driven, to a large extent, by the influence of social networks and the prominent role played by gastronomic influencers. These content creators have not only promoted the culinary wealth of the Peruvian capital, but have also contributed to redefining the preferences and consumption habits of Lima residents. The objective of the research was to understand the role of influencer marketing in gentrification for restaurants in a district of Metropolitan Lima in 2023. For this purpose, a quantitative applied study was carried out, with a non-experimental design of descriptive scope. The instruments considered for each variable were questionnaires. As for the population, it was made up of 100 taxpayer residents of the district. The results showed that influencer marketing is moderately (0.499) related to gentrification in restaurants in Lima. This implies demographic changes in customers, increased prices and the opening of new establishments that attract a more affluent public, transforming the local gastronomic panorama.

Instituciones: Universidad de Ciencias y Humanidades