Olive Oil as a Tourist Attraction: An Analysis of Demand

Abstract

Olive oil is not only an essential culinary element in the diet of Mediterranean countries, but it is also becoming an increasingly attractive element from a tourism perspective. The olive grove landscape, ancient olive trees, and oil mills are increasingly attracting tourists eager to experience this type of tourism. This research analyzes the profile of the oleotourist in the four designations of the province of Córdoba (Spain). SARIMA models have been applied to predict oleotourism demand, resulting in a growing demand, which will create jobs in the towns dedicated to this cultivation. The main problem is the seasonality of this demand, which can be corrected by creating complementary activities such as olive oil festivals, cooking workshops, or tasting sessions. A logit model has also been developed to determine which variables influence the probability of being satisfied with the oleotourism experience, with environmental conservation and travel cost being the most influential. Regarding the bivariate analysis, motivation and satisfaction with the trip are closely related, as is the personal classification of the oleotourist; the more they know about the world of olive cultivation, the more satisfied they are with their experience.