DELIVERY DE COMIDA NO CONTEXTO DA COVID-19: PERCEPÇÃO DE AUTENTICIDADE DOS RESTAURANTES NORDESTINOS
Keywords:
Authenticity. Ethnic Restaurants. Consumer behavior. Northeastern food.
Abstract
This research aimed to investigate the delivery consumers’ perception of authenticity factors in Brazilian ethnic restaurants, specifically those serving Northeast culinary during the COVID19 pandemic. The systematic review revealed distinct main factors associated with authenticity in restaurants, namely: i) local ingredients, ii) servicescape, iii) individual factors, iv) satisfaction and future behavior, v) brand value, vi) tourism and gastronomy and vii) standardization. The empirical research involved a survey with 158 delivery customers of Northeastern culinary restaurants, who have visited the northeast region of Brazil at least once, aged 18 or over. The results showed that when it comes to culturally experienced consumers, there is an appreciation of the typical menu, traditional recipes and local ingredients, without the need for the restaurant to demonstrate its typicality through its communication, name or logo. By portraying the behavior of the Brazilian consumer, the present research allows to generate insights to restaurant managers on the attributes relevant to customers regarding authenticity in ethnic establishments. Yet, the research demonstrates the importance of exogenous elements to the cuisine such as the purpose and sustainability practices in the perception of authenticity by consumers.
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References
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PARSA, H.; SELF, J. T.; NJITE, D.; KING, T. Why restaurants fail. Cornell Hotel and Restaurant Administration Quarterly, 46, n. 3, p. 304-322, 2005.
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ROBINSON, R. N.; CLIFFORD, C. Authenticity and festival foodservice experiences. Annals of Tourism Research, 39, n. 2, p. 571-600, 2012.
RODRÍGUEZ-LÓPEZ, M. E.; DEL BARRIO-GARCÍA, S.; ALCÁNTARA-PILAR, J. M. Formation of customer-based brand equity via authenticity. International Journal of Contemporary Hospitality Management, 2020.
SAMOGGIA, A.; RIEDEL, B. Coffee consumption and purchasing behavior review: Insights for further research. Appetite, 129, p. 70-81, 2018.
SKINNER, H.; CHATZOPOULOU, E.; GORTON, M. Perceptions of localness and authenticity regarding restaurant choice in tourism settings. Journal of Travel & Tourism Marketing, 37, n. 2, p. 155-168, 2020.
SONG, H.; VAN PHAN, B.; KIM, J.-H. The congruity between social factors and theme of ethnic restaurant: Its impact on customer's perceived authenticity and behavioural intentions. Journal of Hospitality and Tourism Management, 40, p. 11-20, 2019.
TSAI, C.-T. S.; LU, P.-H. Authentic dining experiences in ethnic theme restaurants. International Journal of Hospitality Management, 31, n. 1, p. 304-306, 2012.
WANG, C.-Y.; MATTILA, A. S. The impact of servicescape cues on consumer prepurchase authenticity assessment and patronage intentions to ethnic restaurants. Journal of Hospitality & Tourism Research, 39, n. 3, p. 346-372, 2015.
YOUN, H.; KIM, J.-H. Effects of ingredients, names and stories about food origins on perceived authenticity and purchase intentions. International Journal of Hospitality Management, 63, p. 11-21, 2017.
YOUN, H.; KIM, J.-H. Is unfamiliarity a double-edged sword for ethnic restaurants? International Journal of Hospitality Management, 68, p. 23-31, 2018.
ZENG, G.; GO, F.; DE VRIES, H. J. Paradox of authenticity versus standardization: Expansion strategies of restaurant groups in China. International Journal of Hospitality Management, 31, n. 4, p. 1090-1100, 2012.
ÖZDEMIR, B.; SEYITOĞLU, F. A conceptual study of gastronomical quests of tourists: Authenticity or safety and comfort? Tourism Management Perspectives, 23, p. 1-7, 2017.
BULL, Patrícia. Gastos com delivery crescem mais de 94% na pandemia. Novarejo, 8, julho, 2020. Disponível em: https://www.consumidormoderno.com.br/2020/07/08/gastos-com-delivery-crescem-mais-de-94-durante-a-pandemia/. Acesso em: 9 ago. 2020.
CHATZOPOULOU, E.; GORTON, M.; KUZNESOF, S. Understanding authentication processes and the role of conventions: A consideration of Greek ethnic restaurants. Annals of Tourism Research, 77, p. 128-140, 2019.
CRESWELL, J. W. Projeto de pesquisa métodos qualitativo, quantitativo e misto. In: Projeto de pesquisa métodos qualitativo, quantitativo e misto, 2010. p. 296-296.
DE VRIES, H. J.; GO, F. M. Developing a common standard for authentic restaurants. The Service Industries Journal, 37, n. 15-16, p. 1008-1028, 2017.
DIPIETRO, R. B.; LEVITT, J. Restaurant authenticity: Factors that influence perception, satisfaction and return intentions at regional American-style restaurants. International Journal of Hospitality & Tourism Administration, 20, n. 1, p. 101-127, 2019.
EBSTER, C.; GUIST, I. The role of authenticity in ethnic theme restaurants. Journal of Foodservice Business Research, 7, n. 2, p. 41-52, 2005.
GILMORE, J. H.; PINE, B. J. Authenticity: What consumers really want. Harvard Business Press, 2007. 1591391458.
GILMORE, J. H.; PINE II, B. J. Autenticidade: Tudo o que os consumidores realmente querem. Rio de Janeiro: Campus, 2008.
INGERSON, S.; KIM, A. K. Exploring the value of an ethnic restaurant experience: a consumer perspective towards Korean restaurants. Tourism Recreation Research, 41, n. 2, p. 199-212, 2016.
JANG, S.; HA, J. The influence of cultural experience: emotions in relation to authenticity at ethnic restaurants. Journal of Foodservice Business Research, 18, n. 3, p. 287-306, 2015.
JANG, S. S.; LIU, Y.; NAMKUNG, Y. Effects of authentic atmospherics in ethnic restaurants: investigating Chinese restaurants. International Journal of Contemporary Hospitality Management, 2011.
KELLER, K. L. Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57, n. 1, p. 1-22, 1993.
KIM, J.-H.; JANG, S. S. Determinants of authentic experiences. International Journal of Contemporary Hospitality Management, 2016.
KIM, J.-H.; SONG, H.; YOUN, H. The chain of effects from authenticity cues to purchase intention: The role of emotions and restaurant image. International Journal of Hospitality Management, p. 102354, 2019.
KIM, J.-H.; YOUN, H.; RAO, Y. Customer responses to food-related attributes in ethnic restaurants. International Journal of Hospitality Management, 61, p. 129-139, 2017.
KIM, K.; BAKER, M. A. The impacts of service provider name, ethnicity, and menu information on perceived authenticity and behaviors. Cornell Hospitality Quarterly, 58, n. 3, p. 312-318, 2017.
KRAAK, J. M.; HOLMQVIST, J. The authentic service employee: Service employees' language use for authentic service experiences. Journal of Business Research, 72, p. 199-209, 2017.
LEHMAN, D. W.; KOVÁCS, B.; CARROLL, G. R. Conflicting social codes and organizations: Hygiene and authenticity in consumer evaluations of restaurants. Management Science, 60, n. 10, p. 2602-2617, 2014.
LEHMAN, D. W.; O’CONNOR, K.; CARROLL, G. R. Acting on authenticity: Individual interpretations and behavioral responses. Review of General Psychology, 23, n. 1, p. 19-31, 2019.
LIN, P. M.; REN, L.; CHEN, C. Customers’ perception of the authenticity of a Cantonese restaurant. Journal of China Tourism Research, 13, n. 2, p. 211-230, 2017.
LIU, H.; LI, H.; DIPIETRO, R. B.; LEVITT, J. A. The role of authenticity in mainstream ethnic restaurants. International Journal of Contemporary Hospitality Management, 2018.
LIU, S. Q.; MATTILA, A. S. Ethnic dining: Need to belong, need to be unique, and menu offering. International Journal of Hospitality Management, 49, p. 1-7, 2015.
LU, A. C. C.; GURSOY, D.; LU, C. Y. Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 50, p. 36-45, 2015.
MALHOTRA, N. K. Pesquisa de marketing: foco na decisão. São Paulo: Pearson Prentice Hall 2011.
MENG, B.; CHOI, K. An investigation on customer revisit intention to theme restaurants. International Journal of Contemporary Hospitality Management, 2018.
MUSKAT, B.; HÖRTNAGL, T.; PRAYAG, G.; WAGNER, S. Perceived quality, authenticity, and price in tourists’ dining experiences: Testing competing models of satisfaction and behavioral intentions. Journal of Vacation Marketing, 25, n. 4, p. 480-498, 2019.
MUÑOZ, C. L.; WOOD, N. T. A recipe for success: understanding regional perceptions of authenticity in themed restaurants. International Journal of Culture, Tourism and Hospitality Research, 2009.
NGA, L.; PHUNG, D. T. M. The effect of authenticity perceptions, brand Equity on brand choice intention: a study in ethnic restaurants in Vietnam. The 10th International Days of Statistics and Economics, Prague, p. 1886-1915, 2016.
PARSA, H.; SELF, J. T.; NJITE, D.; KING, T. Why restaurants fail. Cornell Hotel and Restaurant Administration Quarterly, 46, n. 3, p. 304-322, 2005.
PINE, B. J.; PINE, J.; GILMORE, J. H. The experience economy: work is theatre & every business a stage. Harvard Business Press, 1999. 0875848192.
ROBINSON, R. N.; CLIFFORD, C. Authenticity and festival foodservice experiences. Annals of Tourism Research, 39, n. 2, p. 571-600, 2012.
RODRÍGUEZ-LÓPEZ, M. E.; DEL BARRIO-GARCÍA, S.; ALCÁNTARA-PILAR, J. M. Formation of customer-based brand equity via authenticity. International Journal of Contemporary Hospitality Management, 2020.
SAMOGGIA, A.; RIEDEL, B. Coffee consumption and purchasing behavior review: Insights for further research. Appetite, 129, p. 70-81, 2018.
SKINNER, H.; CHATZOPOULOU, E.; GORTON, M. Perceptions of localness and authenticity regarding restaurant choice in tourism settings. Journal of Travel & Tourism Marketing, 37, n. 2, p. 155-168, 2020.
SONG, H.; VAN PHAN, B.; KIM, J.-H. The congruity between social factors and theme of ethnic restaurant: Its impact on customer's perceived authenticity and behavioural intentions. Journal of Hospitality and Tourism Management, 40, p. 11-20, 2019.
TSAI, C.-T. S.; LU, P.-H. Authentic dining experiences in ethnic theme restaurants. International Journal of Hospitality Management, 31, n. 1, p. 304-306, 2012.
WANG, C.-Y.; MATTILA, A. S. The impact of servicescape cues on consumer prepurchase authenticity assessment and patronage intentions to ethnic restaurants. Journal of Hospitality & Tourism Research, 39, n. 3, p. 346-372, 2015.
YOUN, H.; KIM, J.-H. Effects of ingredients, names and stories about food origins on perceived authenticity and purchase intentions. International Journal of Hospitality Management, 63, p. 11-21, 2017.
YOUN, H.; KIM, J.-H. Is unfamiliarity a double-edged sword for ethnic restaurants? International Journal of Hospitality Management, 68, p. 23-31, 2018.
ZENG, G.; GO, F.; DE VRIES, H. J. Paradox of authenticity versus standardization: Expansion strategies of restaurant groups in China. International Journal of Hospitality Management, 31, n. 4, p. 1090-1100, 2012.
ÖZDEMIR, B.; SEYITOĞLU, F. A conceptual study of gastronomical quests of tourists: Authenticity or safety and comfort? Tourism Management Perspectives, 23, p. 1-7, 2017.
Published
2023-07-27
How to Cite
Milhomens, I., Florencio de Almeida, L., & de Vasconcellos , S. L. (2023). DELIVERY DE COMIDA NO CONTEXTO DA COVID-19: PERCEPÇÃO DE AUTENTICIDADE DOS RESTAURANTES NORDESTINOS. Caderno De Administração, 31(1), 32-60. Retrieved from https://periodicos.uem.br/ojs/index.php/CadAdm/article/view/63289
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