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El oleoturismo como instrumento de diversificación productiva de las cooperativas olivícolas
[Olive oil tourism as a productive diversification instrument in olive cooperatives]

Author

Listed:
  • Jairo Casado-Montilla

    (Universidad de Jaén, España.)

  • Juan Ignacio Pulido-Fernández

    (Universidad de Jaén, España.)

  • Isabel Carrillo-Hidalgo

    (Universidad de Jaén, España.)

  • José Luis Durán-Román

    (Universidad de Jaén, España.)

Abstract

Los motivos que llevan a las empresas a diversificar su negocio, introduciendo una nueva línea, pueden ser determinantes para el éxito de su propuesta, evidenciando éstos los intereses que poseen las empresas respecto a esa diversificación, ya que implica el desarrollo de un nuevo producto y enfrentarse a un nuevo mercado. En este trabajo, se analizan las razones que hay detrás de la puesta en marcha de un proyecto de oleoturismo como estrategia de diversificación productiva de las cooperativas olivícolas, así como la manera en que éstas han hecho frente a este cambio. Igualmente, se ha tratado la Responsabilidad Social Corporativa y la gestión de los medios en la red para el posicionamiento de la oferta oleoturística. Para ello, se ha realizado una encuesta a 33 de las cooperativas olivícolas más avanzadas actualmente en el desarrollo del oleoturismo. El resultado evidencia que el oleoturismo está aún en una fase inicial y requiere de una mayor implicación por parte de las cooperativas oferentes.

Suggested Citation

  • Jairo Casado-Montilla & Juan Ignacio Pulido-Fernández & Isabel Carrillo-Hidalgo & José Luis Durán-Román, 2023. "El oleoturismo como instrumento de diversificación productiva de las cooperativas olivícolas [Olive oil tourism as a productive diversification instrument in olive cooperatives]," REVESCO: Revista de estudios cooperativos, Universidad Complutense de Madrid, Facultad de Ciencias Económicas y Empresariales, Escuela de Estudios Cooperativos, issue 143, pages 87969-87969.
    • Handle: RePEc:ucm:reveco:y:2023:i:143:p:e87969
    DOI: 10.5209/REVE.87969
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    Citations

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    Cited by:

    1. Joan Carles Membrado-Tena & Jorge Hermosilla-Pla, 2023. "The Precarious Survival of an Ancient Cultural Landscape: The Thousand-Year-Old Olive Trees of the Valencian Maestrat (Spain)," Land, MDPI, vol. 12(7), pages 1-20, July.

    More about this item

    Keywords

    Oleoturismo; Diversificación económica; à rea rural; Responsabilidad Social Corporativa; Gestión.;
    All these keywords.

    JEL classification:

    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • Z31 - Other Special Topics - - Tourism Economics - - - Industry Studies
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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