Olive Tourism: Understanding Visitors’ Motivations

Abstract

Maslinarski turizam razvija se u ponudi turističkih destinacija kao važan oblik turizma posebnih interesa u okviru gastronomije, koji povezuje posjetitelje s maslinovim uljem i kulturom maslinarstva u destinacijama koje posjećuju. Glavni je cilj rada razumjeti motivaciju posjetitelja muzeja maslinovog ulja s trgovinom putem kvalitativnog i kvantitativnog pristupa. Kvalitativno prikupljanje podataka provedeno je dubinskim intervjuima na uzroku posjetitelja, dok su kvantitativni podaci prikupljani metodom ankete te analizirani pomoću T-testa i eksplorativne faktorske analize. Dobiveni rezultati opisuju profil prosječnog posjetitelja, pri čemu je utvrđena značajna razlika među posjetiteljima prema zemlji dolaska i motiva za posjet muzeju. Općenito, posjetitelji koji dolaze iz područja proizvodnje maslinova ulja više su motivirani za posjet muzeju. Identificirane su tri osnovne komponente motivacije: "Značajke maslinovog ulja", "Uživanje" i "Novosti".

El oleoturismo como instrumento de diversificación productiva de las cooperativas olivícolas

“…Paralelamente, se han aportado algunas nociones acerca del carácter sostenible del oleoturismo y su vinculación a las Denominaciones de Origen Protegidas (Millán, Pablo-Romero y Sánchez-Rivas, 2018). También hay casos en los que se analiza únicamente la demanda, pero se realiza un acercamiento previo a las características del territorio en el que se ubica la oferta y, a partir de ahí, se obtiene la muestra con la que se describirán las características de los turistas y visitantes que consumen oleoturismo (Cañero, López-Guzmán, Moral y Orgaz, 2015;Oplanić, Čop y Čehić, 2021;Orgaz, Moral, López-Guzmán y Cañero, 2017;Pulido-Fernández, Casado-Montilla, Carrillo-Hidalgo y Pulido-Fernández, 2022).…”

Importance–performance analysis of olive oil tourism activities: Differences between national and international tourists

“…However, as indicated by these authors, it is still necessary to make a strong effort in the study of the consumer profile, but also a more in-depth assessment of the current olive oil tourism offer (Orgaz-Agüera et al, 2018). On the other hand, we find the study by Oplanić and Čop (2020) which tries to understand the motives that lead a tourist to carry out this type of activity. In the first place, they try to characterize these elements that make up olive oil tourism in order to check the degree of interest in them of a set of consumers.…”

“…Thus, if we take into account the proposals made by Oplanić and Čop (2020) and Pulido-Fernández et al (2021) about the need for further study of activities related to oletourism and the differences in motivations and knowledge highlighted by Roselli et al (2016) Hwang and Quadri-Felitti (2022), we pose the following research question: RQ: What are the key activities of olive oil tourism for national and international tourists? …”

“…On the other hand, the origin of the tourists will also be taken into account, as their knowledge and motivation may differ and thus affect their perception of the activities they are going to carry out. (Oplanić and Čop, 2020).…”