Effectiveness of Operational Marketing to Preserve Traditional and Ancestral recipes in San Isidro (Manabi, Ecuador)

Abstract

This study focuses on the preservation of ancestral recipes in San Isidro, Manabi, Ecuador, a community with a rich culinary tradition that faces challenges due to globalization and the lack of interest of younger generations. The main objective is to explore how operational marketing strategies influence the preservation of culinary practices, strengthen cultural identity, and promote gastronomic tourism. The study used a qualitative approach, applying a SWOT analysis and the Kendall method to gather insights from tourism and marketing experts. It employed observational techniques at local events to assess the level of community participation in the preservation of these recipes. The current population of San Isidro, with approximately 4500 inhabitants, is primarily dedicated to agriculture and artisanal trades. Despite its cultural identity, it faces global influences that threaten its traditions. It proposed Key strategies, such as recipe documentation, educational workshops, and community collaborations, to effectively preserve and promote its culinary heritage through advertising activities on social networks and digital platforms.