DOEMS-Artículos

URI permanente para esta colecciónhttps://hdl.handle.net/10953/259

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Designations and consumer perceptions: An experimental study and implications for agricultural policy
(Emerald, 2015-03-02) Marano-Marcolini, Carla; Parras-Rosa, Manuel; López-Zafra, Esther
Purpose The purpose of this paper is to analyze the labeling and denominations of olive oils and to examine to what extent these factors confuse consumers. Specifically, the authors analyze the extent to which the different denominations of olive oil prevent consumers from distinguishing among the types of olive oil. Furthermore, the authors analyze whether the current generic names of olive oil affect consumer perceptions regarding the product’s various qualities and characteristics. Design/methodology/approach The authors performed an experiment with 128 participants divided into two groups (experimental n=64 and control n=64). In the pretest, participants completed a survey with 12 terms related to olive oil. The experimental group was then trained in the meaning of each term, after which the group returned to complete the same survey. Findings The authors can confirm H1 and H2. Results show that there is no clear knowledge regarding some of these terms. Social implications This study provides positive implications to both consumers, providing them a clear information, and producers and marketers, helping distinguish in the market olive oils of more quality. Originality/value This paper is pioneer in the literature. The authors provide a number of proposals and amendments regarding olive oil names to improve the knowledge and clarity of olive oil with direct implications for agricultural policy.
Composition of familiness: Perspectives of social capital and open systemsComposición de familiness: perspectivas de capital social y sistemas abiertos
(Elsevier España, S.L.U., 2017-03-28) Cano-Rubio, Myriam; Fuentes-Lombardo, Guadalupe; Hernández-Ortiz, María Jesús; Vallejo-Martos, Manuel Carlos
The literature has usually omitted family factors from the development of strategicmodels of family firms. These businesses have instead been analysed using traditional modelsand this has led to divergent results about their performance. This paper considers the overlapof family, business, and individuals in producing the concept of familiness --- whose compositionis approached from the perspective of social capital and open systems. This approach bridgesthe research gap regarding the composition of familiness (which has been traditionally measuredas an indicator of the implication of the family in the business) and the component and essenceapproaches to family business are compared.
Analysis of domestic cultural tourism spend by segment in the city of Granada: An observational data approach
(Elsevier, 2019-01) Castañeda-García, José Alberto; Vena-Oya, Julio; Rodríguez-Molina, Miguel Angel; Martínez-Suárez, Rocío
This paper provides an analysis of expenditure among domestic tourists visiting a cultural destination, based on the case of the City of Granada, Spain. For that purpose, we constructed a sample of 145 domestic tourists who registered their travel expenditure via a mobile application that provided a basis for identifying tourist segments by different determinants. Using these data, first the study analyzes the determinants of spend according to tourist segment, using a latent class model. Four segments are identified, presenting significant differences in the determinants of the spend reported by the tourist, and different levels of total actual spend at the destination. Second, within the total spend, a distinction is made between a) the proportion spent on attractions and cultural activities and b) all other expenses. In particular, the study analyzes the differences in the number of purchases, the value of each purchase and the geographical distribution of the purchases across the destination. One of the main findings is that, across the four tourist segments identified in the study, there are differences in total actual spend and noncultural spend. However, within cultural spend, similar behavior is found throughout the different segments.
Human capital in the internationalization of family firms
(Wiley Online Library, 2019-10-06) Kidwell, Roland E.; Fuentes-Lombardo, Guadalupe; Sanchez-Famoso, Valeriano; Cano-Rubio, Myriam; Kloepfer, Kathryn E.
Research concerning the influence of human capital (HC) on internationalization strategies typically highlights skills displayed by business executives. This article is one of the few studies that examines the values, attitudes, and capabilities related to the HC of international companies. Our study attempts to understand the role that HC plays in the international commitment (IC) achieved by family and nonfamily firms and whether the HC of family firms (FFs) can be considered a source of competitive advantage in pursuing an international strategy. Partial Least Squares method is used for analyzing data collected from 270 Spanish firms. Results show HC differs between family and non-FFs and plays a crucial role in the international strategy of FFs. Specifically, professional experience, training, and educational level, the degree of market and industry knowledge, specific skills to work in international markets, and concern for employees are superior in FFs, resulting in the achievement of higher levels of IC when compared to non-FFs. The results should encourage managers and/or owners of these companies to exploit and effectively govern specific human resource strengths when they enter and experience growth in other markets.
The Role of Cooperation Agreements in the Internationalization of Spanish Winery and Olive Oil Family Firms
(Emerald Publishing Limited, 2019-10-31) Sanchez-Famoso, Valeriano; Cano-Rubio, Myriam; Fuentes-Lombardo, Guadalupe
Abstract Purpose – This study aims to identify the mediating role of cooperation agreements in the relationship between family involvement in international firms and their level of international commitment. Design/methodology/approach – The study focuses on Spanish international wine and olive oil companies that have varying levels of family involvement. The final sample consists of 263 companies. SmartPLS was used to perform the analysis. Findings – A higher level of family involvement in business implies greater difficulties with cooperation agreements. Additionally, family involvement is negatively associated with the firm’s level of international commitment, and the perceived difficulties of cooperation agreements mediate this relationship. Practical implications – This study is of interest to business managers with different levels of family involvement. The study clarifies their perceptions of cooperation agreements and international business commitment. Managers of firms with a high level of family involvement should emphasize the multiple benefits of cooperation agreements for international strategy performance rather than the drawbacks of cooperation. Additionally, through cooperation, companies can learn about destination markets, which may help them to focus their resources effectively in those markets. Originality/value – This study contributes to the literature on the internationalization strategies of family businesses. This study is the first to address the mediating role of cooperation agreements in the relationship between family involvement and international commitment.
Dos experiencias de aplicación del nexo investigación-docencia en ciencias sociales: la perspectiva del docente universitario
(Universidad de Jaén, 2020) Cámara-Hueso, Antonio David; Barros, Francisco; Martínez-Carrión, José Miguel; Candela, Begoña
Hay al menos tres planos desde los que el nexo metodológico investigación-docencia puede contemplarse como factor estratégico en el proceso de aprendizaje universitario: 1) el de la productividad y competitividad científico-académica a nivel institucional; 2) el de la capacitación individual de cara a la integración en mercados laborales crecientemente competitivos y 3) el de la mejora de la eficiencia en el planteamiento de proyectos y gestión de recursos en los sectores público y privado. En los tres planos resulta evidente la contribución potencial de una docencia interactiva y experimental que ceda protagonismo a los estudiantes en la consecución de competencias. El objetivo de este trabajo es presentar y discutir dos experiencias inspiradas en estas metodologías que se desarrollan en asignaturas de grados de Ciencias Sociales en las Universidades de Jaén y Murcia. En torno a dichas experiencias se comentan algunos recursos de aprendizaje aplicados en distintas fases del curso y con distintas finalidades: fundamentos de diagnóstico a partir de la resolución de problemas de investigación, asimilación práctica de conceptos, técnicas de generación y de recopilación de información, y elaboración de soportes mediáticos para la presentación y difusión de resultados de investigación. Finalmente se presentan y discuten, desde el punto de vista docente, algunos resultados de aprendizaje obtenidos, las principales dificultades detectadas en la aplicación de la metodología y los avances obtenidos en las competencias establecidas originalmente.
El efecto de la diversidad de género sobre el rendimiento de las sociedades cooperativas agroalimentarias españolas
(Ediciones Complutense, 2020-03-31) Hernández-Ortiz, Mª Jesús; Garcia-Marti, Elia; Martínez-Jiménez, Rocío; Pedrosa-Ortega, Cristina; Vallejo-Martos, Manuel Carlos
La diversidad de género en los consejos de administración tiene el potencial de agregar valor a las organizaciones que la promueven. Bajo la premisa de teorías como la de la agencia, la de dependencia de recursos o la de los stakeholders, han sido diversos los estudios que han analizado la relación existente entre el número de mujeres en los consejos y los resultados económicos y financieros de las empresas. No obstante, la revisión de estos trabajos nos permite obtener dos conclusiones claras: la primera, que los resultados no son concluyentes, puesto que se han encontrado relaciones positivas, negativas y no significativas entre ambas variables. Y la segunda, que la mayoría de estos estudios se han realizado sobre grandes empresas que cotizan en Bolsa, fundamentalmente Sociedades Anónimas y Sociedades Limitadas. De este modo, este trabajo trata de contribuir a la literatura ya existente sobre este tema analizando la diversidad de género de los Consejos Rectores de las sociedades cooperativas españolas y su influencia en los resultados de rentabilidad. En concreto, se han analizado 1171 sociedades cooperativas del sector agroalimentario en España, utilizando para ello técnicas estadísticas de regresión. Los resultados muestran que existen diferencias significativas en función del tipo de Consejo, clasificándolos según el grado de paridad de cada uno, y las medidas de rentabilidad ROE y ROA. Además, en el caso del ROA también se observa una relación positiva y significativa entre el porcentaje de mujeres en el consejo y esta variable de rentabilidad.
Cooperativismo de segundo grado y adopción de las TIC
(Centro Internacional de Investigación e Información sobre la Economía Pública, Social y Cooperativa, CIRIEC, 2020-12-01) Mozas-Moral, Adoración; Bernal-Jurado, Enrique; Fernández-Uclés, Domingo; Medina-Viruel, Miguel Jesús; Puentes-Poyatos, Raquel
El presente trabajo de investigación se centra en el estudio de los factores determinantes para la adopción de las herramientas de Tecnologías de la Información y Comunicación con objetivos comerciales en las cooperativas oleícolas de segundo grado en España. El sector oleícola español lidera la producción mundial de aceite de oliva, sin embargo, cuenta con importantes problemas comerciales que ponen en riesgo la rentabilidad de los productores. Éste es un problema históricamente ligado a este sector. En este sentido el cooperativismo de segundo grado salva una de las trabas para su avance comercial frecuentemente señalada por la literatura sobre el sector oleícola, como es la falta de concentración e integración de la oferta. Con el fin de alcanzar el objetivo establecido en este trabajo de investigación se ha hecho uso de la técnica metodológica fuzzy set Qualitative Comparative Analysis (fsQCA). Los resultados extraídos señalan que el grado de innovación tecnológica se ve favorecido por la intensidad de integración cooperativa, la formación en TIC de los empleados, la importancia comercial del sector exterior, la oferta de productos ecológicos dentro de la gama de productos de la cooperativa y el grado de compromiso de la cooperativa respecto a las acciones de Responsabilidad Social Corporativa (RSC).
Assessing the effects of autarchic policies on the biological well-being: Analysis of deviations in cohort male height in the Valencian Community (Spain) during Francoist regime
(Elsevier, 2021) Cámara Hueso, Antonio D.
This article aims to assess the impact of autarchic policies on the biological dimensions of human well-being during Francoist regime in Spain. This is done by examining the nutritional status of the population through the study of male adult heights. Our case study is the Valencian Community with the focus on the period 1940–59 which witnessed the implementation of such policies. The heights of 21-year old draftees born between 1900 and 1954 from nine municipalities (N = 87,510) were analyzed in the light of inter-cohort deviations from a secular trend established for cohorts that were not exposed to autarchy-related hardships. Height was regressed on infant mortality as a way to control for infection and therefore approach the net effect of nutrition on height outcomes. Contrarily to what was displayed by cohort height trends in themselves, the results reveal a significant worsening of the nutritional status of the male population at the time. Deviations from the expected height trend across municipalities ranged between −0.5 and −3.4 mm per year. The effects of malnutrition are found to be larger among cohorts born in the period 1920–34 in coherence with a longer exposure to autarchy hardships during adolescence. Pre-autarchy nutrition levels observed among the cohorts of 1900–14 were not regained until the cohorts 1945–49. The results also show that malnutrition had an unequal impact with the large industrial towns of our sample experiencing the poorest height outcomes. Overall, these results invite to revise conclusions obtained from the sole evidence of height trends and they question the efficiency of intervention policies implemented in Spain during the 1940s.
How do monetary and time spend explain cultural tourist satisfaction?
(Elsevier, 2021-01) Vena-Oya, Julio; Castañeda-García, José Alberto; Rodríguez-Molina, Miguel Angel; Frías-Jamilena, Dolores María
Tourist expenditure is studied from many perspectives, including that of the two primary types of budget— monetary and temporal—that a tourist must manage in a destination. Yet, despite the scholarly interest in tourist expenditure, no studies to date have sought to quantify how spend type affects tourist satisfaction. Since money and time are finite, it is important to understand how they contribute to tourist satisfaction. The aim of the present research is therefore to analyze how tourist behavior in a cultural destination, taking into account the real-time spending of both monetary and time budgets, contributes to satisfaction-formation. A sample of 957 touristic activities conducted in the City of Granada (Spain) was analyzed from a multilevel perspective, measuring tourist satisfaction with the activity in real time. The study identifies several factors of interest for stakeholders of cultural tourism from a new conceptual and methodological approach in tourism satisfaction studies.
Tourists’ willingness to pay to improve sustainability and experience at destination
(Elsevier, 2021-01-09) Durán Román, José Luis; Cárdenas García, Pablo Juan; Pulido Fernández, Juan Ignacio
Consolidated tourism destinations face certain challenges derived from aspects such as new client demands, growing competition, the problems of overtourism and tourism-phobia, and the modernization of infrastructures. The creation of taxes and/or public fees that affect tourism activities is one potential option for public managers facing these difficulties. The objective of this study is to determine tourists’ willingness to pay in order to increase the income of public managers to create these types of policies. The study was carried out in Andalusia, a region of southern Spain with high rates of tourism, which received some 32.4 million tourists in 2019. A survey was conducted on 1068 tourists at the main tourism arrival points of this region. First, factors influencing the willingness and amount to be paid by each tourist were identified; for this, distinct statistical techniques were used (binary logistic regression and decision trees). Second, the sensitivity of tourism demand was analyzed with regard to the establishment of these types of taxes and public fees, concluding that tourism demand is inelastic in the face of a moderate increase in prices resulting from the creation of taxes and/or public fees.
Mapping the Lean Supply Chain Management research through Citation Classics
(Emerald, 2021-06-22) Garcia-Buendia, Noelia; Moyano-Fuentes, José; Maqueira-Marín, Juan Manuel
Purpose. The purpose of this paper is to systematically identify the key intellectual developments of the Lean Supply Chain Management (LSCM) field from its very first beginning by analyzing the publications that have been highly cited. Design/methodology/approach. The Citation Classics method has been used to examine the origins and evolution of the research field. Seventy-four articles have been identified as having the highest impact on LSCM research published from its beginnings to the present day. Key aspects and links among the scientific contributions are studied by descriptive, bibliometric, network, and content analyses. Findings. Publication and citation trends, methodologies used, top journals, most influential authors, institutions, and countries, collaboration patterns, and evolution of the most used keywords are some of the aspects studied. Three main research areas are identified: (1) LSCM foundations and implementation, (2) Lean-agile supply chain and performance assessment, and (3) The role of sustainability, which offer a holistic view of the field and enable the identification of potential avenues for future research susceptible to contribute to advancing the knowledge on LSCM. Originality. This study provides a useful insight into the development of the LSCM field and can help researchers as it explores the state-of-the-art of LSCM by identifying the most relevant contributions in the area, the main research lines addressed by the scientific community in this topic, and opportunities for further research on LSCM for years to come.
How open innovation practices drive innovation performance: moderated-mediation in the interplay between overcoming syndromes and capabilities
(Emerald Publishing Limited, 2022-01-05) Roldán Bravo, María Isabel; Ruiz Moreno, Antonia; García García, Alejandro; Huertas-Valdivia, Irene
Purpose This paper aims to investigate whether and under what conditions open innovation (OI) drives innovation performance (IP) in the financial sector. To this end, the paper first analyzes in-depth the indirect effect of overcoming two attitudinal mediators, namely, not-invented-here syndrome (NIHS) and not-sold-here syndrome (NSHS). It then uses dynamic capabilities theory to hypothesize that the indirect effects are moderated by absorptive and desorptive capabilities, respectively. Design/methodology/approach The authors perform an empirical study of major Spanish financial entities. Data are collected from 288 questionnaires from employees at branches of 13 bank entities. Regression analysis tests the mediating role of overcoming syndromes and the moderated-mediating role of dynamic capabilities in the OI–IP relationship. Findings Results confirm the indirect effect of overcoming NIHS on the relationship between outside-in OI and IP, and the indirect effect of overcoming NSHS on the relationship between inside-out OI and IP. Further, absorptive capacity moderates the indirect effect between outside-in OI practices and IP by overcoming NIHS, and desorptive capacity moderates the indirect effect between inside-out OI practices and IP by overcoming NSHS. Originality/value This paper advances knowledge by explaining discrepancies in the sign of the OI–IP relationship. By introducing comprehensive absorptive and desorptive capacity models to explain OI, it advocates an integrative framework to understand OI activities and their outcomes. Managers should develop these capacities using human talent training and cultural values development to mitigate NIHS and NSHS and optimize firms’ OI efforts and the improved IP benefits derived from them.
Tourist taxation as a sustainability financing mechanism for mass tourism destinations
(John Wiley and Sons Ltd, 2022-03-29) Cárdenas García, Pablo Juan; Pulido Fernández, Juan Ignacio; Durán Román, José Luis; Carrillo Hidalgo, Isabel
Tourism taxation is one of the tools that can effectively contribute to obtaining resources that favor the development of policies to improve sustainability and the tourist experience in the destination. In this context, the objectives of this research are, on the one hand, to identify tourist preferences when offered 15 different taxes and fees, and, on the other hand, to identify which socio-demographic factors and trip characteristics condition the tourist's willingness to pay (WTP) of the five most accepted taxes and fees. This study was carried out in Andalusia, a region in southern Spain with a mass tourism specialization.
Meeting public health objectives and supporting the resumption of tourist activity through COVID-19: a triangular perspective
(Routledge, 2023-05) Castañeda-García, José Alberto; Sabiote-Ortiz, Carmen María; Vena-Oya, Julio; Epstein, David Mark
Non-pharmaceutical interventions (NPIs) implemented during the COVID-19 pandemic (and previous health crises) have included measures to restrict interaction between people and minimize non-essential mobility. Therefore, tourism travel is one of the main areas affected by the restrictions. Even when the majority of the population is vaccinated, some risk of infection will remain, and governments are obliged to consider NPI measures that balance the health risk of outbreaks against the economic and social benefits of resuming tourist activity. This study analyzes the effect of each of four categories of NPIs (Social Distancing; Public Healthcare-System Improvements; Tourist Controls; and Capacity and Opening-Hours Regulation) on three major objectives (the resumption of tourism activity; tourist travel intention; and the minimization of public health risk), taking a triangular perspective (destination managers, domestic tourists, and public healthcare managers, respectively). While it is difficult to fulfil public healthcare objectives while simultaneously responding to the economic interests of tourism-industry stakeholders, the study finds that, under vaccinated-population conditions, tourist controls (e.g. COVID Certificate) alongside improvements to the public healthcare system (e.g. adequate resourcing and an efficient epidemiological monitoring system) could constitute a viable combination of measures.
Influencing Aspects for Online Sales: An Analysis of 2nd-degree Olive Cooperative Societies in Spain
(Tomas Bata University in Zlín, 2023-12) Bernal-Jurado, Enrique; Fernández-Uclés, Domingo; Mozas-Moral, Adoración; Puentes-Poyatos, Raquel
Spain occupies an important strategic position in the olive oil world market, accounting for 49.92% of world production and 71.49% of European Union production for the 2020-2021 season. These data reveal a situation of leadership and marked specialization which, however, does not translate into real benefits for the sector. Despite this leadership on the supply side, the Spanish olive oil sector has been characterized by the sub-standard marketing of its oils, mainly in bulk. In this context, information and communication technologies (ICTs) in general and the Internet in particular are tools with the potential to restructure the commercial functioning of the sector. This paper addresses the problem of the necessary market orientation of the Spanish olive sector, focusing attention on e-commerce as a means of access to the final market. Thus, the aim of this study is to identify the key factors that can stimulate a higher level of online invoicing by the sector's second tier cooperatives. In order to achieve this objective, qualitative comparative analysis (QCA) has been used. The results indicate that online sales are affected, in a high percentage, by several factors, including online reputation, management training and internationalization, as well as the offer of ecological products and the degree of cooperative integration.
UNRAVELING THE BLACK BOX OF SUPPLY CHAIN FLEXIBILITY IN LEAN PRODUCTION ENVIRONMENTS
(Emeral Publishing Limited, 2024) Minguela Rata, Beatriz; Maqueira Marín, Juan Manuel; Rojo-Gallego Burín, Araceli; Moyano-Fuentes, José
Abstract Purpose This study aims to examine the full mediating role of supply chain flexibility (SCF) between lean production (LP) and business performance (BP) found in the previous literature. This effect negates the direct LP-BP effect (the so-called “total eclipse effect”). The authors analyze the individual contributions that the different SCF dimensions (sourcing flexibility; operating system flexibility, distribution flexibility and information system [IS] flexibility) make to the “total eclipse effect” between LP and BP produced by SCF. The relational resources-based view and resource orchestration theory are used to support the theoretical framework. Design/methodology/approach Covariance-based structural equations modeling (CB-SEM) is used to test the SCF LP-BP total eclipse hypothesis and four additional mediation hypotheses, one for each of the SCF dimensions. Data obtained via a questionnaire given to 260 companies are analyzed with CB-SEM, and SPSS Process is used to evaluate the mediation effect. Findings Research results indicate that only one of the dimensions (operating system flexibility) has a full mediation effect between LP and BP and is, therefore, the main contributor to the eclipse effect. Two other dimensions (sourcing flexibility and distribution flexibility) have partial mediation effects, so they also contribute to developing the eclipse effect, although to a lesser extent. Finally, IS flexibility is neither a full nor a partial mediation factor and does not contribute to the eclipse effect. Originality/value These findings have some important implications. For academia, they generate new knowledge of the role that each of the SCF dimensions or components plays in the LP-BP relationship. For company management, the findings offer supply chain managers specific information on the individual effects that the different types of SCF flexibility have between LP and BP. This will allow companies to target their efforts to develop certain types of flexibility in LP contexts depending on the outcomes that senior managers want to achieve with their SCs.
Promoting vs. protecting: where should the money from tourists visiting my city go? The effect of environmental attitude
(Taylor and Francis, 2024-04) Vena-Oya, Julio; Ortega-Rodríguez, Cristina; Garrido-Castro, Elisa; Castañeda-García, José Alberto
Overtourism is causing many problems in the world’s most popular destinations. As a result, many of these cities are opting to impose a series of taxes on tourists who visit these destinations, the so-called green taxes, in an attempt to reverse some of the problems caused by tourist activity. However, these taxes can be used both to protect the destination and to promote it, aggravating the problem they were originally intended to solve. Thus, this research aims to find out the residents’ opinions, taking into account variables related to their environmental perception, on how these taxes should be used. To this end, a sample of 120 residents was taken and, through the Qualitative Comparative Analysis (QCA) models, and the fuzzy-set (fsQCA) method, which identify the causal relationships that explain a specific reality (whether tourists have to pay fees) given a set of conditions (environmental attitude, the use of these fees for promotion or protection), different results were obtained. Specifically, environmental self-identity or activism shapes opinions about where these green taxes should go. This can help to educate society on the correct use of these taxes as well as the management of the destinations themselves.
The effect of music to encourage responsible health-related behaviours among reluctant tourists: analysis of high – and low-context cultures
(Taylor and Francis, 2024-05) Castañeda-García, José Alberto; Sabiote-Ortiz, Carmen María; Vena-Oya, Julio; García-Retamero, Rocío
The tourism sector is known to suffer significant volatility associated with safety issues. Among the factors that influence tourists’ decisions in this regard are health-related concerns about the destination country. However, when it comes to taking responsibility for their own health, there is a gap in the literature regarding effective communication strategies for motivating tourists who are reluctant to perform desirable health-related behaviours, such as getting vaccinated. This study aims to examine the effectiveness of music in communicating implicit messages about such responsible behaviours to reluctant tourists. To this end, two factors are experimentally manipulated: the type of communication stimulus (verbal/musical) and the cultural context of the tourist (high/low). The main findings are that: music exerts a greater effect on reluctant tourists than ‘average’ tourists; music is capable of conveying referential as well as emotional messages; and music’s effectiveness in this kind of communication is greater in high-context cultures.
Importance–performance analysis of olive oil tourism activities: Differences between national and international tourists
(SAGE, 2024-07) Vena-Oya, Julio; Parrilla-González, Juan Antonio
Olive oil tourism offers enormous potential in rural areas where extra virgin olive oil is produced. This sector is characterized by the high seasonality of its economic activity (from November to February), which generates huge inequalities between rural and urban areas, leading to high rates of unemployment and depopulation due to the lack of stable work throughout the year. The set of activities that revolve around olive oil tourism help to structure the offer and generate satisfaction with the service. This could generate a constant flow of income throughout the year and complement agricultural activity, thus reducing the seasonality problems mentioned above. In this respect, the configuration of these olive oil tourism activities represents a challenge from the supply-side perspective, especially if we take into account the differences that may arise between different groups of tourists. This article seeks to analyse and structure the main olive oil tourism activities using Importance-Performance (I-P) analysis in relation to national and international tourists’ satisfaction. The aim is to select and structure the key activities in the supply of olive oil tourism, and determine which need to be improved in order to offer a better service. These key activities differ between the two study target audiences, where a higher requirement is observed on the part of international tourists, so a series of strategies are recommended to help the management of these destinations

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