Uso del marketing digital en el sector gastronómico a partir del período de pandemia COVID-19 en el barrio Castilla, localizado en Bogotá, Colombia

Abstract

The purpose of this research is to evaluate the use of digital marketing in the gastronomic sector of the Castilla neighborhood, located in Bogotá, Colombia, during the period of the Covid-19 pandemic. The aim is to identify and analyze the specific characteristics of the digital marketing strategies adopted by establishments in this town. The pandemic has significantly transformed business dynamics, and digital marketing has emerged as an essential tool for the survival and success of restaurants and gastronomic establishments. This study focuses on understanding how businesses in the gastronomic sector have adapted their strategies to changing circumstances, taking advantage of the advantages of digital marketing to stay relevant, attract customers and overcome the challenges that the health crisis has imposed on the industry. The analysis of digital marketing practices in this specific context will provide valuable insights into the strategies that have been most effective and could serve as a reference for other similar establishments in the region.