What does the olive oil tourist value at the destination? A criterion for olive oil tourism segmentation

Olive oil tourism experiences: Effects on quality of life and behavioural intentions

“…In general, the results of this research provide empirical-based knowledge in the context of olive oil tourism. In line with Murgado-Armenteros et al (2021), this research contributes to provide this subject with stronger empirical studies in order to achieve a more specific understanding of the olive oil tourism demand.…”

“…The main contribution of this research is to provide the of olive oil tourism research with a new empirically based knowledge. The research approach and results achieved, give continuity to a preceding research stream about olive oil tourism that gave birth to an increasing theoretical body, demanding for more empirically rooted outcomes in order to reach a better understanding of the olive oil tourism phenomenon with a special emphasis on consumers' behaviours (Hernández-Mogollón et al, 2019;Murgado-Armenteros et al, 2021). Based on this work, an attempt has been made to highlight the relevance of gastronomic tourist experiences, such as those derived from olive oil tourism, as elements to activate visits to a tourism destination, as well as to promote the sales of a high-value agri-food product such as olive oil in southern European countries.…”

“…Following Murgado-Armenteros et al . (2019, 2021), in the context of olive oil tourism, the behavioural variables such as motivations have not been object of a deep examination, being necessary to turn olive oil tourism into a successful practice. According to Prebensen et al (2013), a high level of involvement is significantly associated with motivations, with motivation positively affecting involvement, so that more motivated tourists are more involved in their trip.…”

“…In this type of study, it is also interesting to delve into the intention of travelling to the destination to enjoy its gastronomy, purchase its local products and enjoy related tourism experiences. According to Murgado-Armenteros et al (2021), the main motivations to purchase olive-oil based activities are: the curiosity towards olive oil production processes, the will to conduct a novel activity and to learn about olive oil culture. However, to the authors’ knowledge, there are no works explaining the causal relationship between motivational factors and future behavioural intentions in the context of olive oil tourism.…”

Ham Tourism in Andalusia: An Untapped Opportunity in the Rural Environment

“…The results of this research can help both public administrations and private entities of Andalusia to become the first to create, improve, and promote rural development plans and promote aid for the development of tourism activity that is accessible to the small farmer who is dedicated to pig farming and to private entities for designing a tourism product based on the Iberian ham and tourist demand. The objective of these efforts would be to improve the tourist offerings for this very unique element and to transform ham tourism into a type of special interest tourism as classified by [ 122 ]. To increase the amount of Iberian ham in Andalusia, a good marketing campaign in international markets would be needed first to publicize the gastronomic product, which is unknown by many tourists because it does not exist in their country.…”