La mixología como motivación de visita en la ciudad de Ambato

Abstract

Signature cocktails are emerging as a strong option to enrich the gastronomic offering of the city of Ambato, where the protagonists are easily overlooked and their work little known. This research was conducted with the objective of investigating mixology as a motivation for visiting the city of Ambato, integrating the experience into the local tourism sector. The research was conducted using a qualitative approach, with a crosssectional, non-experimental design. Data was collected through interviews with specialists and observation forms applied to bars. These instruments were used to obtain data on the current situation of tourism in Ambato and the main motivations for visiting, as well as to ascertain the current state of cocktail making and mixology proposals in the city. It was concluded that the human talent in the city is potentially capable of transforming Ambato's tourism offering, while public institutions are open to promoting this change, thus identifying the problem of the lack of a connector that unifies these two intentions. Therefore, the possibility of developing a virtual magazine is proposed to serve as a platform to connect the city's mixology proposals with public or private actors who can promote them, raising the local popularity of bars and professionals with the hope of transforming Ambato's cocktail scene into a national and international benchmark that inspires others and motivates them to visit the city of Ambato.