An exploratory study of olive tourism consumers

Abstract

The Purpose – The production of olive oil is one of the most important agricultural activities in Mediterranean countries. As such, and given the importance of wine and food tourism in recent years, there is a potential commitment to the development of olive tourism. Design – This paper aims to analyse the kind of the tourist for whom one of the reasons for travelling to a certain destination is to get to know the production of olive oil. Methodology – The methodology for conducting this research was based on fieldwork to learn about different aspects of tourists interested in learning about olive oil production. Approach – In this paper we present the results of fieldwork in Andalusia (Spain), the most important olive oil producing area in the world, to understand the relationship between olive oil and tourism. This paper also tries to create a profile of this kind of tourist. Findings – The results show the significant judgement that respondent tourists make of this agricultural activity, their satisfaction with the experience and also their relationship with rural activities and culture. Originality of the research – This paper is one of the first studies to be carried out in an important destination for olive tourism in Europe