MARKETING AND COMMUNICATION STRATEGIES DEVELOPED BY PUNTA DEL ESTE´S RESTAURANTS DURING COVID-19

Abstract

The discussions expressed herein are intended to investigate the identification of Marketing and Communication strategies that companies dedicated to restoration in the city of Maldonado, specifically the Peninsula of Punta del Este, are carrying out and what challenges they face daily due to the uncertainty surrounding the Pandemic due to COVID-19.
Information compared to other global pandemics has been used for a correct understanding of the subject, together with the leading authors in the matter.
Considering that there is no recent history of this particular situation, is considered to initiate this exploratory research in order to gather relevant information and can be kicked for future research and/or solutions to similar scenarios.
In a second instance, the research is descriptive, as it details phenomena, situations and contexts crossed by the companies studied, as well as the impact on their economy and society.
Therefore, this research has an exploratory and descriptive scope with a predominance of the qualitative approach to quantitative.
Being the methodological techniques used the survey with observation, interviews with experts and analysis of the collected data.
These techniques were the basis for the following conclusions. The slowdown in the global economy due to the health crisis is a fact; the establishments studied were forced to reinvent themselves due to their weight in the national economy and tourism sector, and as a job-generating industry both locally and nationally, to continue its "new functioning". Although some decided to deal with the crisis by closing their doors until further notice and/or definitely.