Authenticity perceived in bars and pubs in Belo Horizonte: Creative City of Gastronomy

Abstract

This work aimed to identify authentic and non-authentic elements characteristic of bars and pubs in Belo Horizonte. For this, a qualitative research was carried out, through semi-structured interviews, with patrons of these establishments, during the year 2022. The script was based on the theoretical postulates of perceived authenticity (CHEN et al, 2020), seeking information on the variables constituents of this construct. Regarding the food, the good appetizer was evidenced as authentic, accompanied by beer that needs to be very cold and served in the “lagoinha” glass. Regarding the environment, in order to be authentic, bars need to have a counter, a food stove, tables distributed on the sidewalks, in addition to cachaça shelves. And yet, as a non-authentic item, gourmetization was the most cited element, followed by high prices, appropriation of external culture and poor service. This study, by including perceptions of authenticity in the context of bars and pubs in Belo Horizonte, brings academic novelty, given that there are no records of similar studies in this configuration in the Brazilian context. In the managerial context, by examining the authenticity of traditional bars and pubs, it contributes to managers in the development of more effective marketing strategies and directed to the desires and perceptions of consumers in the capital of Minas Gerais.