Fonte: El Periplo Sustentable; Núm. 38 (2020): Número Treinta y ocho; 74 - 112
Palavras-chave:
Resumo: The objective of the research is to analyze the importance of strategies with social networks, in the purchase decision of customers of restaurants in the gastronomic zone of Tijuana. The work begins with a literature review related to the use of social networks in organizations and their importance in Tourism. Three in-depth interviews were conducted with social network administrators, to learn about their experience in providing their services. Likewise, based on 95% confidence and 5% of admitted error, a sample of 378 surveys was obtained, which were applied to consumers of five restaurants in the gastronomic zone of Tijuana. The results indicate that Internet, is the main means of consultation to search for restaurant information, Facebook is the social network that stands out for this activity. A positive mean correlation was obtained among the dependent variables, which refer to the factors that increase the confidence and security for the use of social networks with the decision to purchase from consumers. In addition, the components that favor the use of social networks of organizations are the design of content and efficient interaction with users. It is important to implement the digital strategy in tourist organizations in this area, which allows consumers to know what stands out from the service, in order to become an element that contributes to the decision to purchase of people. In addition, it is necessary that the process has clear objectives and goals that correspond to the needs and resources of the business, which allows the loyalty of consumers and improve the management of customer relationships.
