Understanding the Behaviour of Olive Oil Tourists: A Cluster Analysis in Southern Spain
Fecha
2020-08-24
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MDPI
Resumen
Olive oil tourism is a recent development in the countries of the Mediterranean basin,
but it is now spreading to other regions of the world. The main reasons people are choosing this
special interest tourism (SIT) are to find out about the culture surrounding olive oil and to enjoy the
whole host of activities related to the product. This has led to the creation of strong links between olive
oil tourism and other types of special interest tourism. The studies undertaken thus far to characterise
the profile of olive oil tourism’s demand, and its motivations, expectations and needs, have been
limited and partial, focusing on specific cases. Therefore, this paper aims to take a closer look at the
demand for olive oil tourism. Based on a survey of 609 visitors to olive oil mills in the south of Spain,
olive oil tourists were segmented according to the type of trip and the olive oil tourism experience
enjoyed during the trip, using a two-step cluster analysis. The results obtained enabled us to identify
four segments with well-di erentiated behaviours, which will help stakeholders, policy makers and
destination managers to reach decisions, with a view to adapting their product to the expectations
and needs of potential customers.
Descripción
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olive oil tourism, special interest tourism, cluster analysis, olive oil tourist, Spain
Citación
Pulido-Fernández, J. I., Casado-Montilla, J., & Carrillo-Hidalgo, I. (2020). Understanding the behaviour of olive oil tourists: A cluster analysis in Southern Spain. Sustainability, 12(17), 6863.