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The Importance of Intrinsic and Extrinsic Local Olive Oil Attributes for Tourists: Evidence from a Mediterranean Destination

Author

Listed:
  • Čehić Ana

    (Department of Economics and Agricultural Development, Institute of Agriculture and Tourism, Karla Huguesa 8, Poreč, 52440, Croatia, Phone: +385-52-408308)

  • Canavari Maurizio

    (Department of Economics and Agricultural Development, Institute of Agriculture and Tourism, Karla Huguesa 8, Poreč, 52440, Croatia)

  • Oplanić Milan

    (Department of Agricultural Sciences, Alma Mater Studiorum, – Università di Bologna, viale Giuseppe Fanin, 50, I-40127, Bologna, Italy)

  • Cerjak Marija

    (Department of Marketing in Agriculture, University of Zagreb, Faculty of Agriculture, Svetošimunska 25, Zagreb, 10000, Croatia)

Abstract

This paper focuses on tourists’ local olive oil purchasing behaviour in a tourist destination, providing evidence of consumer segments based on the importance of olive oil attributes for purchasing decisions. The research was conducted in Croatia, a famous tourist destination in the Mediterranean, recognised for its traditional food products, including olive oil. A survey conducted on 471 tourists shows that the main predictors of a tourist’s purchase of olive oil are the number of previous visits to the destination and the tourist’s country of origin. The relative importance of extrinsic and intrinsic olive oil attributes differed between tourists, and the present research identifies four market segments. The results of this study may help olive oil producers develop and implement more successful marketing strategies directed towards tourists in the destination.

Suggested Citation

  • Čehić Ana & Canavari Maurizio & Oplanić Milan & Cerjak Marija, 2021. "The Importance of Intrinsic and Extrinsic Local Olive Oil Attributes for Tourists: Evidence from a Mediterranean Destination," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 11(2), pages 280-295, December.
    • Handle: RePEc:vrs:ejothr:v:11:y:2021:i:2:p:280-295:n:12
    DOI: 10.2478/ejthr-2021-0025
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    References listed on IDEAS

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