Research trends in restaurant marketing

García-Pineda V.; García-Cueto Y.; Cardona-Acevedo S.; Garcés-Giraldo L.F.; Valencia J.; Benjumea-Arias M.; Cruz F.S.S. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2023)

Resumen

The trends in the purchase decision are affected by different economic, social and behavioral factors that affect the consumer. In the case of restaurants, Marketing tools and strategies must be associated with the dynamics of a digital society, which bases its decision to consume food, not only on the quality of the service but also on the origin and characteristics of the food and the brand. Therefore, this research aims to identify research trends in restaurant marketing. As a main result, it is found that among the most researched terms are obesity, fast food and social networks. The foregoing allows us to conclude that restaurant marketing strategies could have a better effect when using digital media and taking into account the social and nutritional responsibility that is associated with the food offered.

Instituciones: Universidad Ricardo Palma; Universidad de San Martín de Porres