Caracterización del usuario del sector gastronómico del Municipio de San Juan Girón, Santander

Abstract

This research, whose objective was the characterization of the user of the gastronomic sector of the Municipality of San Juan de Girón, obtained a greater knowledge of the most frequent consumption behaviors in the clients who participated in the study. For this, variables such as: Age, Gender, Nationality, City of origin, Occupation, Source of income, Frequency of visit, Average number of companions, Average expenses among other variables considered were taken into account. Through a survey developed in the Google Forms application, the data required to meet the objectives of the project was collected, which, through techniques such as Descriptive Analysis, Cluster Analysis, Factor Analysis, and Association Rules could be processed using software such as: SPSS (Statistical Package for the Social Sciences), Excel, and WEKA (Waikato Environment for Knowledge Analysis). Among the main findings were profiles of users whose most frequent behaviors in terms of consumption that allowed to conclude that it occurs in the sector, assistance to restaurants due to the high quality of the menu offered, whose variability of dishes is seen as a factor of customer attraction. Likewise, the results include the service factor as the main component to maintain and increase the dynamism of the tourism sector in San Juan de Girón.