Digital Marketing in Tourist Restaurants: Promotional Strategies for the Consumer

Since the launch of the social network Instagram in 2010, it has become a high-impact platform for gastronomy where we can get to know outstanding restaurants that subsist on the international scene. Currently, social networks allow us to know the international gastronomic scene through mobile devices. The purpose of the research is to analyse digital marketing strategies to improve the promotion of tourist restaurants. The methodology was descriptive, with a mixed approach, non-experimental and cross-sectional design; the sample consisted of 123 frequent customers and a survey with multiple choice questions and Likert scale was used as a data collection instrument; the data were processed with SPSS software and analysed using statistical methods. Among the results it is highlighted that 50.41% of the diners indicate that frequently internet advertising shows truthfully the attributes of the restaurant, also that 51.22% indicate that frequently the catering establishment keeps them informed about promotions; among the digital marketing strategies proposed are interaction, content updating, post typology and viral marketing. Finally, it is concluded that correctly applying digital marketing strategies allows progress regarding the 4 Fs. of digital marketing such as flow, functionality, loyalty and feedback.