O consumo de café tem passado por mudanças em função de novas exigências dos consumidores. Essas mudanças podem ser compreendidas pelas ‘ondas de consumo’, que segmentam as tendências de consumo do café no tempo. Diferentes sentidos são atribuídos ao café, interferindo diretamente na sua comercialização e possibilitando o surgimento de um turismo rural que tem a cafeicultura como principal insumo. Neste trabalho, objetiva-se, através de um ensaio teórico, identificar os sentidos atribuídos ao café nas distintas fases de consumo e discutir como esses novos sentidos podem servir de insumos para o turismo rural. Foram identificados os seguintes sentidos atribuídos ao café pelos produtores e consumidores: econômico, histórico-social, de socialização, de status, de responsabilidade ambiental, de responsabilidade social, identitário, afetivo e de estilo de vida. Observa-se que a Terceira Onda de Consumo contribui com novos sentidos que estimulam o turismo rural nas origens produtoras e são resignificados pela atividade turística. Meanings and value addition: contributions to Rural Tourism in coffee regions ABSTRACT Coffee consumption has changed due to new necessities demanded by modern consumers. This change can be understood through the concept of the Third Wave of Coffee Consumption. Different values habe been given to the coffee, affecting its marketing and guiding to a new rural tourism, based on coffee as its main factor. In this paper, we aim to identify, in a theoric essay, the meaning given to the coffee during the three waves of coffee consumption, discussing how these new meanings can contribute to rural tourism in producing areas. We identified the following meanings given to coffee by farmers who produce the coffee and consumers of the coffee: economic, social-historical, socialization, status, environmental responsibility, social responsibility, identity, affectional and life style. We found that an understanding of the Third Wave contributes to new meanings that stimulate rural tourism in producing áreas and are, also, rebuilt by tourism. KEYWORDS: Third Wave; Meanings of Coffee; Value Addiction; Rural Tourism.
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