Comida fresca y saludable para llevar: estudio exploratorio de las actitudes de los extranjeros que visitan la zona rosa de Medellín

Abstract

Medellin is experiencing a boom in foreign tourism, which represents a great business potential to meet their needs, however, there are few studies that address this audience. This research is conducted with the interest of knowing the foreign tourist’s behavior toward fresh and healthy food in the Medellín’s City “Zona Rosa”. Eating habits and traditions vary from one culture to another; Healthy eating can be based on local eating patterns, using available foods and respecting the local culture. Results of 152 face-to-face surveys with foreigners in the context of the Zona Rosa de Medellín indicate that the most positive attitudes toward fresh and healthy food ready to go are in those foreign tourists over 35 years old, regardless of their gender. The continent of origin of these foreigners also affects their attitudes towards these types of food. These attitudes also affect the purchase intention of these consumers. The understanding of this public that visits the city of Medellín will allow marketing specialists to propose market strategies for new ventures and businesses.