<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202025000400006</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Sabores que crecen: estrategia para dinamizar la gastronomía rural ecuatoriana]]></article-title>
<article-title xml:lang="en"><![CDATA[Growing flavors: strategy to energize rural Ecuadorian gastronomy]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Comas Rodríguez]]></surname>
<given-names><![CDATA[Raúl]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Baque Villanueva]]></surname>
<given-names><![CDATA[Lisenia Karina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Isea Argüelles]]></surname>
<given-names><![CDATA[Josía Jeseff]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Regional Autónoma de Los Andes  ]]></institution>
<addr-line><![CDATA[ Ambato]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<volume>17</volume>
<numero>4</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202025000400006&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202025000400006&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202025000400006&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El presente estudio tuvo como finalidad identificar estrategias de innovación que impulsen el crecimiento de los emprendimientos gastronómicos en la parroquia rural Las Viñas, ubicada en la provincia de Tungurahua, Ecuador. La investigación surgió ante la necesidad de fortalecer un sector con gran potencial económico y cultural, pero expuesto a desafíos estructurales, como la estacionalidad de la demanda, la baja visibilidad digital y una fuerte competencia regional. Se adoptó una metodología de enfoque mixto secuencial con carácter exploratorio-descriptivo. La primera fase, cualitativa, incluyó entrevistas semiestructuradas a propietarios, chefs y actores clave, junto con observación directa y análisis documental, lo que permitió identificar categorías estratégicas. La segunda fase, de tipo cuantitativo, consistió en una encuesta estructurada aplicada a 143 clientes, seleccionados mediante muestreo intencional, con el fin de validar y cuantificar percepciones sobre innovación, experiencia y preferencias. Entre los hallazgos más relevantes, se constató una fuerte valoración por parte de los consumidores hacia la cocina local y una alta satisfacción con el servicio recibido. Se evidenció también una apertura hacia experiencias diferenciadoras, como eventos temáticos, colaboraciones con productores locales y propuestas digitales innovadoras. A nivel estratégico, se concluyó que los emprendimientos requerían una estrategia de supervivencia que fortalezca sus capacidades internas mientras enfrentan amenazas externas, sin descuidar las oportunidades del entorno. El principal aporte del estudio radicó en la construcción de un diagnóstico contextualizado, acompañado de recomendaciones prácticas, que integró percepciones cualitativas y datos empíricos. Este enfoque integral ofreció herramientas concretas para mejorar la competitividad y sostenibilidad del sector gastronómico rural.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The present study aimed to identify innovation strategies that foster the growth of gastronomic ventures in the rural parish of Las Viñas, located in the province of Tungurahua, Ecuador. The research emerged from the need to strengthen a sector with significant economic and cultural potential, yet exposed to structural challenges such as demand seasonality, low digital visibility, and intense regional competition. A sequential mixed-methods approach with an exploratory-descriptive character was adopted. The first, qualitative phase included semi-structured interviews with owners, chefs, and key stakeholders, along with direct observation and document analysis, which allowed for the identification of strategic categories. The second, quantitative phase consisted of a structured survey administered to 143 customers, selected through purposive sampling, in order to validate and quantify perceptions related to innovation, experience, and preferences. Among the most relevant findings, there was strong consumer appreciation for local cuisine and high satisfaction with the service received. There was also evidence of openness to differentiated experiences, such as themed events, collaborations with local producers, and innovative digital offerings. At a strategic level, it was concluded that the ventures required a survival strategy that strengthens their internal capacities while facing external threats, without neglecting environmental opportunities. The study&#8217;s main contribution lies in the construction of a contextualized diagnosis, accompanied by practical recommendations, which integrated qualitative insights and empirical data. This comprehensive approach provided concrete tools to improve the competitiveness and sustainability of the rural gastronomic sector.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Innovación gastronómica]]></kwd>
<kwd lng="es"><![CDATA[Emprendimientos rurales]]></kwd>
<kwd lng="es"><![CDATA[Competitividad empresarial]]></kwd>
<kwd lng="es"><![CDATA[Estrategias de crecimiento]]></kwd>
<kwd lng="es"><![CDATA[Desarrollo local]]></kwd>
<kwd lng="en"><![CDATA[Gastronomic innovation]]></kwd>
<kwd lng="en"><![CDATA[Rural entrepreneurship]]></kwd>
<kwd lng="en"><![CDATA[Business competitiveness]]></kwd>
<kwd lng="en"><![CDATA[Growth strategies]]></kwd>
<kwd lng="en"><![CDATA[Local development]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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