Marketing expérientiel et qualité perçue. Ou comment raconter des histoires de goûts permet d’atteindre le ravissement culinaire

Virginie Brégeon Lalanne de Saint-Quentin ()
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Virginie Brégeon Lalanne de Saint-Quentin: Ecole Française de Gastronomie Ferrandi, ARENES - Arènes: politique, santé publique, environnement, médias - UR - Université de Rennes - Institut d'Études Politiques [IEP] - Rennes - EHESP - École des Hautes Études en Santé Publique [EHESP] - UR2 - Université de Rennes 2 - CNRS - Centre National de la Recherche Scientifique

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Abstract: This research is part of a doctoral research on food and culinary marketing with an experiential approach. Here is presented our testing on first observations and interviews on the consumption of food experience. We created a restaurant for two days on the market place of the city of Rennes. 1000 meals were served. We experimented first results in order to set up the restaurant (culinary = creative + quality + sharing + know-how), observed reactions and interviewed people with a questionnaire. Thanks to this real life restaurant, we showed that : price is only a factor or disatisfaction, atmosphere and scenography are more likely to raise people's attention and aesthetics combined to creativity can lead to rapture. As a conclusion, the experience is created by a combination of added value at different levels (food, place, atmosphere) and must be as congruent as possible in order to fully satisfy or even delight customers.

Keywords: Gastronomy; Events; Pop Up; Urban tourism Quality; Creativity; Crafstmenship; delight; Marketing; Interior design; Graphic design; Culinarité; Culinary; Gastronomie; Événement; Restaurant; Éphémère; Tourisme urbain; Qualité; Créativité; Artisanat; Expérience; Satisfaction; Ravissement; Design; Décoration; Graphisme; Communication (search for similar items in EconPapers)
Date: 2015-11-05
Note: View the original document on HAL open archive server: https://hal.science/hal-01651272
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Published in 2ème colloque "gastronomie et développement local", Nov 2015, la Rochelle, France

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