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Understanding the Behaviour of Olive Oil Tourists: A Cluster Analysis in Southern Spain

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  • Juan Ignacio Pulido-Fernández

    (Department of Economics, University of Jaén, 23071 Jaén, Spain)

  • Jairo Casado-Montilla

    (Interuniversity Doctorate in Economic, Business and Legal Sciencies, University of Jaén, 23071 Jaén, Spain)

  • Isabel Carrillo-Hidalgo

    (Department of Accounting and Financial Economics, University of Jaén, 23071 Jaén, Spain)

Abstract

Olive oil tourism is a recent development in the countries of the Mediterranean basin, but it is now spreading to other regions of the world. The main reasons people are choosing this special interest tourism (SIT) are to find out about the culture surrounding olive oil and to enjoy the whole host of activities related to the product. This has led to the creation of strong links between olive oil tourism and other types of special interest tourism. The studies undertaken thus far to characterise the profile of olive oil tourism’s demand, and its motivations, expectations and needs, have been limited and partial, focusing on specific cases. Therefore, this paper aims to take a closer look at the demand for olive oil tourism. Based on a survey of 609 visitors to olive oil mills in the south of Spain, olive oil tourists were segmented according to the type of trip and the olive oil tourism experience enjoyed during the trip, using a two-step cluster analysis. The results obtained enabled us to identify four segments with well-differentiated behaviours, which will help stakeholders, policy makers and destination managers to reach decisions, with a view to adapting their product to the expectations and needs of potential customers.

Suggested Citation

  • Juan Ignacio Pulido-Fernández & Jairo Casado-Montilla & Isabel Carrillo-Hidalgo, 2020. "Understanding the Behaviour of Olive Oil Tourists: A Cluster Analysis in Southern Spain," Sustainability, MDPI, vol. 12(17), pages 1-21, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:6863-:d:403233
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    References listed on IDEAS

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    1. Ana María Campón-Cerro & José Antonio Folgado-Fernández & José Manuel Hernández-Mogollón, 2017. "Rural Destination Development Based on Olive Oil Tourism: The Impact of Residents’ Community Attachment and Quality of Life on Their Support for Tourism Development," Sustainability, MDPI, vol. 9(9), pages 1-16, September.
    2. María Genoveva Millán & María Del Pópulo. Pablo-Romero & Javier Sánchez-Rivas, 2018. "Oleotourism as a Sustainable Product: An Analysis of Its Demand in the South of Spain (Andalusia)," Sustainability, MDPI, vol. 10(1), pages 1-19, January.
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    Cited by:

    1. Shanshan Wu & Lucang Wang & Haiyang Liu, 2021. "Study on Tourism Flow Network Patterns on May Day Holiday," Sustainability, MDPI, vol. 13(2), pages 1-23, January.

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