GASTRONOMIC TOURISM, FACTORS THAT AFFECT THE COMPETITIVENESS OF RESTAURANTS IN ZACATECAS, MEXICO.

Tourism has been the sector most affected by the current pandemic, resulting in job loss and the closure of Small and Medium-Sized Enterprises (SME's). This research paper aims to determine the factors that can help restaurants to be more competitive in the face of a health crisis. The study was carried out in the City of Zacatecas, Cultural Heritage of Humanity, and the magical town of Guadalupe, located in the state of Zacatecas of the Mexican Republic. Based on the literature review, it was constructed the «resources» latent variable measured by five questions and «capabilities» through six items. For the hypothesis test, an analysis of structural equations of maximum likelihood was carried out. The results show that the businesses that promote food with authenticity and adherence to the customs of the region can increase their competitiveness. [ABSTRACT FROM AUTHOR]