Eventos Gastronômicos e Estratégias de Marketing: O Festival Comida Di Buteco em Belo Horizonte, MG.Eventos Gastronômicos e Estratégias de Marketing: O Festival Comida Di Buteco, em Belo Horizonte, MG / Gastronomic Events and Marketing Strategies: The Fes

• Main Authors: Graziela Da Silva Suzuki, Rodrigo Burkowski, José Marcos Carvalho Mesquita
• Format: Article
• Language: Spanish
• Published: Universidade de Caxias do Sul 2015-07-01
• Series: Rosa dos Ventos
• Online Access: http://www.ucs.br/etc/revistas/index.php/rosadosventos/article/view/2810
• ISSN: 2178-9061

<p class="MsoNormal" style="margin-top: 6.0pt; margin-right: 0cm; margin-bottom: 12.0pt; margin-left: 0cm; text-align: justify; line-height: 13.0pt;">Os eventos s&atilde;o considerados como estrat&eacute;gias de comunica&ccedil;&atilde;o no composto de marketing. Sendo assim, o presente trabalho tem por objetivo identificar o Retorno Sobre Investimento (ROI) da participa&ccedil;&atilde;o no festival gastron&ocirc;mico &ldquo;Comida di Buteco&rdquo;. Para tanto, utilizam-se teorias do marketing de relacionamento, da comunica&ccedil;&atilde;o, da reten&ccedil;&atilde;o e uma adapta&ccedil;&atilde;o das categorias propostas pela metodologia ROI, de Phillips. Foram realizadas 12 entrevistas com os gestores e propriet&aacute;rios de bares participantes do festival. A t&eacute;cnica de an&aacute;lise dos dados foi a do discurso do sujeito coletivo (DSC<strong>).&nbsp;</strong><strong style="line-height: 13pt;">Palavras-chave</strong><span style="line-height: 13pt;">: Gastronomia. Evento Gastron&ocirc;mico. </span><span style="line-height: 13pt;" lang="EN-US">Marketing de relacionamento. Festival Comida di Buteco. Belo Horizonte, MG.</span></p> <p class="MsoNormal" style="margin-top: 6.0pt; margin-right: 0cm; margin-bottom: 12.0pt; margin-left: 0cm; text-align: justify; line-height: 13.0pt;"><strong style="line-height: 13pt;"><span lang="EN-US">Gastronomic Events and Marketing Strategies: The Festival &lsquo;Comida Di Buteco&rsquo; -</span></strong><span style="line-height: 13pt;" lang="EN-US"> Events are considered as communication strategies in the marketing mix. Thus, this study aims to identify the Return on Investment (ROI) participation in the gastronomic festival &lsquo;Comida de Buteco [Food di Buteco]. The methodology uses theories of relationship marketing, communication, retention and the adaptation of the categories proposed by the Phillips ROI methodology. 12 interviews with managers and owners of bars were made. Data analysis technique was that of the CSD.&nbsp;</span><strong style="line-height: 13pt;"><span lang="EN-US">Keywords</span></strong><span style="line-height: 13pt;" lang="EN-US">: Gastronomy. Gastronomic Event. Relationship marketing. </span><span style="line-height: 13pt;">Food Festival. Belo Horizonte, MG, Brazil.</span></p>