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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 offers. 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 effective 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.

One of the variables assessed in the research related to the consumption of green products is environmental concern. This work explores a new dimension to environmental concern: biodiversity. The reasons why research has focused on the mentioned dimension are, on one hand, the consideration of biodiversity as the main environmental indicator of the sustainability and, on the other, the paucity of marketing studies analyzing this variable and its relationship with the purchase behavior of sustainable products. The present paper proposes a classification of sustainable consumers according to their level of biodiversity concern. It is based on a quantitative study on the consumption behavior of olive oils carried out in four European countries, using the clustering multivariate technique. The results point out that there are differences between the segments depending on their level of commitment to biodiversity. The country’s influence on the way that its people experience biodiversity was also tackled. As a main conclusion, we identify four clusters or segments (not concerned, passive, active and influencers), setting up a multilevel structure of ascending intensity with regard to their level of biodiversity concern, with differences in the composition according to age and sex between countries.