A tradição está viva e ao vivo! A experiência do consumidor na festa de São João em Campina Grande
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https://doi.org/10.5585/2025.23669Palavras-chave:
São João de Campina Grande, Experiência do Consumidor, fenomenologia, tradição, experiência do ConsumidorResumo
Objetivo: descrever narrativas de experiência do consumidor na tradicional festa de São João em Campina Grande, em 2022.
Metodologia: descrição feita por meio da fenomenologia da Interpretative Phenomenological Analysis (IPA), apoiada nos fundamentos teóricos da experiência do consumidor.
Principais resultados: A descrição indicou quatro experiências compostas por reações dos consumidores ao evento: “O reencontro de uma grande amizade”, baseada no afeto pela tradição; “Uma época para festejar”, fundamentada na boemia da festa; “Profundamente nordestino, que tem como núcleo a afirmação da identidade local; e “Não se faz mais como antigamente...”, a qual expressa o tom crítico às mudanças na tradição.
Contribuições teóricas/metodológicas: aplicação original da IPA em harmonia com a teoria da experiência do consumidor. Leitura teórica de um grande festival, com base em nuances novas, com destaque para a caracterização de um objeto com aspecto sócio-histórico peculiar.
Relevância/originalidade: impacto prático inovador nas organizações públicas e privadas envolvidas. Relevância sócio-histórica, por ser um registro de manifestação cultural, expressa por grande envolvimento popular. Abordagem que produz descrições psicológicas singulares acerca de como a festa é vivenciada. Foi possível entender os mecanismos nostálgicos, prazerosos e identitários que dão forma à experiência do evento, entre outros.
Implicações para a gestão, ou sociais: os resultados possibilitaram gerar insights de inovação relativos à experiência do consumidor, assim como o registro de um acontecimento popular de grande relevância cultural.
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