The development of olive tourism in Western Australia: a case study of an emerging tourism industry

Abstract

The recent development of olive growing in Western Australia, and its amalgamation with tourism and hospitality, provides opportunities for growers to showcase their products and for visitors to experience olive-tasting and learn about an ancient food culture and rural activity 'transplanted' into the 'New World' from its 'Old World' roots. The present study examines the dimensions of this emerging niche market in Western Australia. Face-to-face and telephone interviews were conducted among 23 small olive-growing operations located in this region to understand their scope for developing olive tourism. Overall, respondents' comments suggest that their involvement in olive tourism and hospitality could substantially provide benefits for visitors to rural areas and become a complementary alternative to other activities. To fulfil this potential, however, growers heavily rely on greater collaboration within their own industry, as well as on local authorities and tourism bodies in ways that include assistance, partnerships and promotion. Moreover, collaboration between olive growers and regional/tourism stakeholders, as well as government support may not only contribute to the sustainability of olive growing, but also to the emergence of olive tourism. In turn, these developments may also help develop a culinary identity and a tourism concept that may help minimise the threats of outside competition (cheaper olive imports) and rural decline.

An exploratory study of olive tourism consumers

“…Earlier studies in the field of olive tourism were conducted in Australia (Alonso, 2010;Alonso and Northcote, 2010;Northcote and Alonso, 2011) and later expanded to Europe, specifically to Italy and Spain (Ruiz Guerra, 2010;López-Guzmán and González-Fernández 2011;Murgado 2013;De Salvo et al, 2013;Millán Vázquez de la Torre et al, 2014;Campón-Cerro et al, 2014). Thus, Alonso and Northcote (2010) present research on the basis of 23 growers dedicated to the olive oil industry in Western Australia where they present it as a new experience for tourism within rural tourism, where the tourist destination is characterized by a combination of local agricultural products, landscape and leisure.…”

“…Thus, Alonso and Northcote (2010) present research on the basis of 23 growers dedicated to the olive oil industry in Western Australia where they present it as a new experience for tourism within rural tourism, where the tourist destination is characterized by a combination of local agricultural products, landscape and leisure. Meanwhile, Ruiz Guerra (2010) presents one of the first investigations based on demand for olive tourism and focused on the opinions and perspectives of university students.…”

“…Moreover, in recent years there has been an increase in the popularity of gastronomy and wine tourism, reflected both in the increase in supply and demand and the significant increase in academic research, and now, based on this research, it is being transferred to similar products and destinations, which prominently highlights olive tourism (Alonso and Northcote, 2010) because of the similarities between the two activities and even the synergies that occur between them. In fact, the concept, the territorial development and the planning of wine tourism can help to implement olive tourism in rural areas (Alonso and Northcote, 2010).…”

“…In fact, the concept, the territorial development and the planning of wine tourism can help to implement olive tourism in rural areas (Alonso and Northcote, 2010). Thus, there are already significant tourism resources related to olive oil such as olive oil mills, specialized museums, landscapes or festivals that can enhance this activity (Murgado, 2013).…”

Oleotourism as a Sustainable Product: An Analysis of Its Demand in the South of Spain (Andalusia)

“…Earlier studies in this field were conducted by Alonso [35] and Alonso and Northcote [36]; both being related to oleotourism in Australia. These studies have subsequently been extended to other countries, mainly Spain, Italy and Greece.…”