Atribuição de sentidos e agregação de valor: insumos para o Turismo Rural em regiões cafeicultoras

Abstract

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.

Specialty coffee in Brazil: transition among consumers' constructs using structural equation modeling

“…Since the mid-nineteenth century, the international coffee market has undergone important changes regarding coffee bean production and processing methods, differentiation features and quality evaluation criteria and the goals and philosophies of consumption. These changes are usually explained by the concept of “coffee waves”, coined in 2003 by Trish Skeie (Andrade et al , 2015; Boaventura et al , 2018; Guimarães, 2016; Guimarães et al , 2016, 2019; Lima et al , 2020; Skeie, 2003). Each wave is subject to several ideological, technological and social factors (Teles and Behrens, 2020).…”

“…The “first coffee wave” occurred mainly due to the industrial revolution and the advances in the product processing, packaging and marketing, which facilitated storage, increased its useful life and allowed its distribution over long distances and its commercialization in several formats, such as soluble, thus considerably increasing coffee consumption worldwide (Guimarães et al , 2019; Lima et al , 2020; Manzo, 2010; Teles and Behrens, 2020). Coffee consumption was predominantly domestic, motivated by utilitarian issues, such as physical disposition and improved intellectual performance provided by caffeine (Andrade et al , 2015; Guimarães et al , 2016; Lima et al , 2020; Skeie, 2003, Teixeira and Nunes, 2016, Teixeira, 2020), in addition to its convenience and affordable price (Teles and Behrens, 2020).…”

“…However, with their rapid expansion, they had to standardize their product through strategies like the adoption of dark roast profiles, masked by the addition of chocolate, whipped cream, syrup, among others, sacrificing some of their product's quality and differentiation. Therefore, these companies shifted their focus to the social characteristic of consumption (Andrade et al , 2015; Guimarães, 2016; Guimarães et al , 2016).…”

“…The consumption of third wave coffees occurs mainly in high-end independent coffee shops (HEICS) or in the domestic environment. Coffee consumers have demanded more quality, engaged in preparation and consumption practices, sought for more knowledge by participating in communities and courses on coffee and required greater sustainability across the productive chain (Andrade et al , 2015; Guimarães, 2016; Guimarães et al , 2016; Quintão, 2015; Quintão et al , 2017a). In this wave, each coffee specificity is valued and the beverage is savored considering several sensory characteristics (Teixeira, 2020).…”

A Terceira Onda Do Café Em Minas Gerais

“…A Segunda Onda teria surgido como reação à baixa qualidade atribuída aos cafés do movimento anterior, sendo responsável pela introdução do conceito de cafés especiais e de origem produtora, bem como pela popularização do consumo de café espresso e do consumo da bebida em cafeterias. Por sua vez, a Terceira Onda, este o movimento mais atual, é compreendido como uma revolução no mercado de cafés especiais, marcada, dentre outros fatores, pela mudança radical de percepção do produto (agora considerado tão complexo quanto o vinho) e pela adoção de inúmeros novos fatores de diferenciação (ANDRADE et al, 2015; Organizações Rurais & Agroindustriais, Lavras, v. 18, n. 3, p. 214-227, 2016 BORRELLA; MATAIX; CARRASCO- GALLEGO, 2015;GUIMARÃES, 2016).…”