Analysis of the e-wom and Brand love of the bar and restaurant service of the hotel sector
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Abstract
The research analyzes the variables of marketing e-wom and Brand love to analyze the bar and restaurant service in the sector. Applying the quantitative method, 285 surveys of consumers of bars and restaurants of the hotel sector of the city of Machala, province of El Oro-Ecuador were collected. For the analysis of the results, the statistical programs SPSS and Smart PLS SEM 3.0 were used. The results indicate that the variables e-wom, Tourism System, Brand love, Digital Marketing have a positive effect on the perception and behavior of consumers. It is also determined that these effects significantly influence the purchase decision. The results also provide important tools to the tourism and economic sector.
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Nicole Paulette Sanchez-Moyon, Universidad Técnica de Machala - Ecuador
Student of the Technical University of Machala, in the eighth semester of the Marketing career, the experiences I obtained in this research is to analyze the negative and positive e-wom and the Brand love of the hotel sector of bars and restaurants in the province of El Oro del Machala canton.
Diego Alberto Pineda-Cojitambo, Universidad Técnica de Machala - Ecuador
Student of the Technical University of Machala, course the eighth semester of the Marketing career, the experiences that I obtained in this investigation is difference or analyze the negative and positive e-wom and the Brand love of the hotel sector of bars and restaurants of the province of El Gold from the canton of Machala.
Irene Patricia Sanchez-González, Universidad Técnica de Machala - Ecuador
ResearcherID: AAW-6759-2020
https://orcid.org/0000-0002-3096-9977
Teacher - researcher at the Technical University of Machala, Marketing Engineer, Master in Business Administration with a mention in Human Resources and Marketing, Diploma in Marketing and Diploma in Social Networks. Candidate for a PhD in Marketing. Marketing and Market Research Consultant. Marketing Director of service companies. Experience in higher level teaching since 2014 in Marketing, International Marketing, Community Marketing, Marketing Management, He has published books and scientific articles. Place of residence Machala-Ecuador
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