Sensory marketing and gastronomy: the case of Ecuadorian haute cuisine restaurants

A visit to a haute cuisine restaurant is feast for all the senses. This study investigates sensory aspects of Ecuadorian which has recently grown in popularity. key reason this popularity diversity and availability local ingredients fusion ancestral heritage with creativity new generation chefs. Four in-depth interviews were conducted head chefs restaurants, three Ecuador one Spain. The asked how they use elements stage experiences their restaurants. Responses analysed using Hetzel’s framework explore dimensions these experiences. All four present remarkably strong narrative consciously five support harmony between dishes that serve. These narratives appeal guests’ imagination it was found including “mind” as sixth sense helps understand central place narratives. implications are twofold: help involve guests offering and, long term, can also create more prominent authentic cuisine.