Estudio de la demanda existente en torno al oleoturismo. El caso de Andalucía

Abstract

El oleoturismo se desarrolla en el medio rural donde se refleja una determinada cultura en relación con el aceite de oliva. El objetivo de este artículo es analizar el perfil sociodemográfico, las actividades, las motivaciones, las valoraciones y los niveles de satisfacción que tienen con el viaje los oleoturistas en varias zonas geográficas de Andalucía. Para ello se realizan encuestas a la demanda. Los resultados muestran que destacan visitantes de 60 o más años, con una renta media-alta, estudios universitarios y extranjeros. Las motivaciones son visitar la zona geográfica, aprender sobre el mundo del aceite y comer y beber productos de la zona. Lo más valorado es la hospitalidad y la conservación del entorno. La mayoría están satisfechos con el viaje realizado.

Characterization of Olive Oil Tourism as a Type of Special Interest Tourism: An Analysis from the Tourist Experience Perspective

“…The term olive oil tourism was coined in the 1980s and referred to the transformation of traditional factories towards other business models that were more open and involved more contact with the consumer. It had previously been known as farm tourism [2], but the term was subsequently refined given the need to market the olive producing regions of the European Mediterranean basin, Australia, the United States, and the Southern Cone countries, primarily Argentina and Uruguay [3][4][5] and to generate olive oil specifiers.…”

“…Thus, it is associated with rural or nature-based tourism [3,8]. In addition, it combines with cultural tourism and health tourism and can be framed as thematic tourism, also helping to generate sales of agri-food products linked to this activity [3,9]. Olive oil tourism can even be understood within the context of gastronomic tourism [10].…”

“…They may also be driven by curiosity and the wish to acquire specific knowledge. At the same time, they are activating the senses linked to olive oil, which is reflected as an added value for the leisure consumer and generates a desire to demonstrate this [3,30,33]. Thus, based on the above figure (Figure 1), our research model aims to explain the behavior of the olive oil tourist by incorporating the general values of the destination along with the values of the tourist and his/her motivations.…”

“…They may also be driven by curiosity and the wish to acquire specific knowledge. At the same time, they are activating the senses linked to olive oil, which is reflected as an added value for the leisure consumer and generates a desire to demonstrate this [3,30,33].…”

“…Olive oil tourism characterized as special interest tourism (Source: own elaboration based on[3,[25][26][27][28]). …”