“Modelo de negocio para un bar-restaurante con enfoque cultural en el Valle de Yunguilla”

Abstract

This research project is part of a business model for implementing a bar-restaurant with a cultural focus in the Yunguilla Valley, Santa Isabel, Ecuador. The research problem arises from the lack of innovation and cultural representation in the area, resulting in monotonous everyday experiences. This is why the main objective is to determine the current and potential demand for acceptance of the proposed business model, which combines the cultural environment with the reinvention of the traditional drink “Mapanagua,” by incorporating the flavours of various traditional plants from the Yunguilla region. To this end, descriptive-exploratory research was conducted using a mixed-methods approach, applying data collection techniques such as surveys, with a sample of 384 people aged 20-39 years. The research results revealed a high demand, and according to economic and financial studies, the data indicate that the project is profitable and feasible. Therefore, it is concluded that the project and business idea are considered profitable and viable in the short and long term.