Evaluating olive oil tourism experiences based on the segmentation of demand

Abstract

In recent years, several research projects have undertaken to gain in-depth knowledge of the demand for olive oil tourism. With the development of olive oil tourism by companies with a vastly different background to that of the tourist sector, precise and accurate information is required in order to meet demand expectations satisfactorily and generate quality experiences. This paper presents the characteristics of four major clusters into which olive oil tourists can be divided and the assessments made by these tourists of the activities carried out, their overall olive oil tourism experience, the various elements of the destination they visited, and the destination as a whole. The results obtained show that, a priori, the reasons for engaging in olive oil tourism, educational background, employment, and age, are the most influential factors when it comes to evaluating such experiences.