Characterization of Olive Oil Tourism as a Type of Special Interest Tourism: An Analysis from the Tourist Experience Perspective
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2020-07-27
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MDPI
Resumen
Olive oil tourism is an emerging activity that is sparking a growing interest among tourists
seeking to partake in this experience and the self-fulfilment it o ers. An ever-greater number of
olive oil mills are diversifying their businesses to incorporate this type of tourism. In this article,
olive oil tourism is characterized as a type of special interest tourism (SIT), under a demand-side
approach. Based on quantitative research carried out with olive oil tourists, which examined the
aspects of the destination they value, as well as their preferences and motivations for consumption,
this article proposes four dimensions that are considered key for characterizing olive oil tourism as
SIT: experience, sustainability awareness, the promotion of local culture, and the image of status
and prestige held by the tourist. This proposal to characterize olive oil tourism as a type of SIT can
contribute to the development of more e ective and successful marketing strategies that orient olive
oil tourism towards services that tourists value and demand. In turn, this will have an impact in
terms of wealth creation for rural olive oil producing areas.
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Palabras clave
Olive oil tourism, Oleotourism, special interest tourism, experiential tourism, sustainable tourism, olive oil tourist behavior
Citación
Parrilla-González JA, Murgado-Armenteros EM &Torres-Ruiz FJ. (2020). Characterization of Olive Oil Tourism as a Type of Special Interest Tourism: An Analysis from the Tourist Experience Perspective. Sustainability, 12(15):6008. https://doi.org/10.3390/su12156008