DELIVERY DE COMIDA NO CONTEXTO DA COVID-19: PERCEPÇÃO DE AUTENTICIDADE DOS RESTAURANTES NORDESTINOS
Palavras-chave:
Autenticidade. Restaurantes Étnicos. Comportamento do consumidor. Comida nordestina.
Resumo
O objetivo central desta pesquisa consistiu em investigar a percepção dos fatores de autenticidade dos restaurantes étnicos brasileiros, especificamente os nordestinos, pelos consumidores que usam sistema de delivery de comida em tempos de pandemia. A revisão sistemática permitiu evidenciar os principais fatores associados à percepção de autenticidade em restaurantes, sendo eles: i) ingredientes locais, ii) servicescape, iii) fatores individuais, iv) satisfação e comportamento futuro, v) valor da marca, vi) turismo e gastronomia e vii) padronização. A pesquisa empírica contou com a aplicação de questionário com 158 clientes de restaurantes nordestinos no sistema delivery, que tenham visitado pelo menos uma vez a região nordeste do Brasil com 18 anos ou mais. Os resultados da pesquisa demonstraram que quando se trata de consumidores culturalmente experientes, há uma valorização do menu típico, das receitas tradicionais e dos ingredientes locais, sem a necessidade de que o restaurante demonstre sua tipicidade por meio da sua comunicação, nome ou logomarca. Ao retratar o comportamento do consumidor brasileiro, a presente pesquisa permite gerar insights aos gestores de restaurantes sobre os atributos relevantes aos clientes no que se refere à autenticidade em estabelecimentos étnicos. Aos trabalhos prévios, a pesquisa demonstra a importância de elementos exógenos à culinária tais como o propósito e práticas de sustentabilidade do restaurante na percepção de autenticidade pelos consumidores.
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Referências
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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.
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.
Publicado
2023-07-27
Como Citar
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. Recuperado de https://periodicos.uem.br/ojs/index.php/CadAdm/article/view/63289
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