Olive Oil Tourism as a Tool for Territorial Development: Diagnosis and Knowledge Needs

Abstract

Special Interest Tourism arrival is focused on meeting many demand segments needs who are even more demanding and have higher expectations. Olive oil tourism is one of those typologies linked to the use of rural areas resources, which are specialized in the olive grove and olive oil production. This research investigates the olive oil tourism characterization, structure and knowledge needs. In order to carry out a diagnosis of this tourism typology as a tool of territorial development, collaboration has been requested to enterprises that have diversified their activity towards olive oil tourism (by means of an exhaustive questionnaire). Results show a medium-high knowledge degree of the tourism activity conjoined to a medium level of professionalization. Their knowledge needs are mainly based on the staff improvement and training, and the demand needs and expectations