Análisis de la demanda del oleoturismo en Andalucía

Resumen:En el presente estudio se presenta un análisis del turista que visita los museos, almazaras y centros de interpretación del aceite de oliva en las provincias de Córdoba y Jaén en la comunidad de Andalucía. Se trata de la mayor zona de producción de aceite de oliva del mundo y cuenta con el mayor número de denominaciones de origen de España. El análisis se desarrolla desde el punto de vista de la demanda, realizando una encuesta a los oleoturistas con el fin de conocer su perfil sociodemográfico, sus motivaciones así como su nivel de satisfacción con este tipo de turismo.Abstract:The olive tourism is a type of tourism that is related to the world of olives and olive oil, which contributes to the maintenance of cultural heritage and social development. In addition, the olive tourism serves as a complement to other similar types of tourism such as rural tourism or wine tourism. The development of olive tourism can generate important benefits for rural development and increasing positive impacts on the geographic area from new forms of exploitation of olive and olive oil, and the development of synergies with other sectors, which can generate new economic benefits to local rural communities. In addition to the preservation of traditional production techniques of olive oil and the development of food tourism and industrial tourism, which in turn can foster socio-economic and sustainable development of the destination, which favours the creation of new businesses and jobs qualified. The olive tourism also promotes cooperatives or companies the opportunity to market their products through other channels, which will help to improve sales and image of olive oil. In this sense, some of the activities undertaken are related to sensory experience, where visitors experience the pleasure of taste, smell, touch, sight and sound, as does the wine. In this sense, the objective of this paper is to analyse tourism olive oil from the point of view of demand, by knowing the motivation and satisfaction of visitors to museums, interpretive centres and olive oil mills in Andalusia. Thus, it contributes to the understanding of this type of tourism, on which there is not yet much literature, and therefore, this empirical research is designed as an opportunity to present new findings and conclusions on the olive tourism, covering the gap in this type of tourism. The geographical area covered by this investigation is the autonomous community of Andalusia, more specifically the provinces of Cordoba and Jaen. The provinces of Cordoba and Jaen are located at the north of Andalusia on the borders with Extremadura and Castilla-La Mancha. The main economy of these provinces is derived from agriculture and tourism. This is due to its important historical monuments that store a large equity being some of them included in the list of world heritage of UNESCO as the Mezquita and the Jewish quarter or the cities of Ubeda and Baeza in the province of Jaen. The provinces of Cordoba and Jaen are the largest producers of olive oil and this is due to climate, which is very favourable for olive cultivation. The methodology for this research involved the quantitative technique of the questionnaire used for the views, perceptions, values and socio-demographic profile of the people who visit museums, mills and interpretation centres olive oil. This technique has been carried out in the provinces of Cordoba and Jaen. The questionnaire was presented in Spanish, French, English and German. Convenience sampling, commonly used in this type of research where respondents are available to be interviewed in a space and time was used. In order to ensure the validity of the questionnaire, it followed structure was based on previous studies and responds to three groups of variables analysed during the visit of tourists: demographic characteristics of respondent tourist valuation of different attributes of the geographical area and perception by tourists of the olive plants. The fieldwork, based on surveys, developed between March and October 2014. Six points (two mills, two museums of olive oil and two interpretive centres) were chosen in the olive-growing areas Cordoba and Jaen. The questionnaire, which was totally anonymous, was always answered under the supervision of the responsible of the investigation, which also had the task of explaining the purpose of it and answer any questions on the questionnaire that do not result from easily understood by the respondent. Participants completed the survey independently. Previously a pre-test was conducted 30 surveys to detect possible deviations and errors. The total number of questionnaires returned was 414 surveys. The number of items was 19. Thus, three types of questions were used: first, questions based on a Likert scale of 5 points to assess the views of the visitor; second, yes / no answers for the perception of certain aspects of the geographical area; third, issues, both closed and open, where tourists surveyed could make comments on this touristic experience. Due to the few existing studies on the olive tourism in the region of Andalusia not available reliable data on the number of tourists in this segment which we cannot determine an objective population. The reliability index according to Cronbach's alpha was 0.75. Once closed the process of receiving questionnaires proceeded to analyse them using SPSS 15.0 software. Finally the data were treated by univariate and bivariate statistical tools. Among the main demographic characteristics of respondents tourists, it appears that the gender distribution is homogeneous although the percentage of women is slightly higher than men. As for the age of tourists who practice this type of tourism more than half of people belong to the group of over 60 years. Regarding the level of training we can say that is a tourist college. This type of tourist is also retired and has a high level of income. Spain is the country that brings more visitors followed by France and the UK. Olive tourists most respondents had never visited the geographical area where the survey was conducted, the way to travel is with colleagues or friends and family and decided to make the trip on their own experience or by recommendation by friends and family. As for the time spent at destination, a stay of three to seven days occurs. Regarding the consumption of olive oil by the tourists who practice olive tourism the olive tourist is a person who consumed olive oil every day. If we relate the consumption of olive oil with different socio-demographic variables, relationship between the origin and consumption of olive oil, between age and the consumption of olive oil, between the educated and the oil consumption is detected olive and professional and consumption of olive oil. The main reason to visit the mills, museums and interpretive centres olive oil by the traveller is to learn about the world of olive oil. Eating and drinking local products and entertainment are also configured as important reasons to determine the visit. Other motivations as tasting local produce or just disconnect from routine were also highly valued by respondents tourists. As a counterpoint, the olive tourists are not people who travel for work or motivation to visit friends or relatives. The hospitality is the best element valued destinations in Andalusia olive tourism followed by maintenance of infrastructure. While a large number of items were valued with very similar scores, approaching the four points, which shows that the related facilities olive tourism enjoy the approval of visitors and the degree of satisfaction is high. Items such as conservation, restoration, cleaning the place, accommodation, information or the tour price are very prominent variables by tourists. The shopping and sports activities were the items with a lower rating. Finally, it notes that the level of knowledge of the world oil and motivation trip show a low level of correlation with respect to overall satisfaction. On the other hand, interest in the world of olive oil with regard to satisfaction shows a moderate correlation. Among the main conclusions was that the culture of olive oil is highly valued outside the Spanish borders as well is clear from the survey results, where olive tourist second motivation was to know about the world of olive oil. This is corroborated by the fact that the person is a consumer of olive oil daily. But the olive tourism yet to be protagonist of a major promotion by public authorities with private collaboration. He is too young and still lacks typology bodies charged with their regulation as such, there are no data on number of visits received by tourism-related facilities olive oil. ct to the Spanish tourist and young people and middle-aged.