Entre temperos, sabores e pertencimentos: compreendendo as experiências de consumo no polo gastronômico regional da feira de Caruaru
DOI:
https://doi.org/10.29149/mtr.v9i1.8365Keywords:
Consumo gastronômico, Comportamento de Consumo, Marketing Experiencial, fenomenologiaAbstract
The Caruaru fair, located in the Agreste region of Pernambuco, is home to collective cultural practices and strengthens local commercial relations and exchanges to the point of being a tourist engine for the city's economic and social development, and is also considered a cultural heritage site in Brazil. By using it as a research locus, this article aimed to understand the experiences of regional gastronomic consumption in the light of the experiential modules described by Schmitt (2011). The methodological procedures were conducted according to Interpretative Phenomenological Analysis (IPA), so that the corpus of the study was made up of texts from interviews with consumers of the gastronomic hub of the Caruaru fair. The results showed three emerging and structuring themes in this gastronomic experience: regional flavor, belonging and interaction.By making tangible correlations between consumer behaviors found in the most significant experiences, the emerging themes were described as mechanisms based on the modules of senses, feelings, actions, thoughts and reports of experiential marketing, resulting in an authentic, typical, diverse, varied and traditionally differentiated experience. The study contributes theoretically by using IPA as a procedure for holistic and procedural interpretation of the experience linked to gastronomic culture, as well as innovating by offering a map of experiences from the point of view of the consumer under analysis based on the experiential modules.
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