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Behavioral analysis of olive oil tourists: Survey in an agrotourism company in Crete

Moraiti Styliani

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Summary

Olive oil tourism is a recent form of tourism that is emerging primarily in Mediterranean basin, with a growing global presence. Travelers are increasingly drawn to this alternative form of tourism because they seek to immerse themselves in the unique culture surrounding olives and olive oil while enjoying the processes associated with this valuable commodity. In recent years, it has become a significant choice within the broader categories of alternative tourism and agritourism. Various studies conducted in the past, have primarily focused on assessing the demand for olive tourism, market requirements, and market needs. This dissertation, however, aims to delve deeper into the behavior of olive tourists. Specifically, it involves surveying visitors to an olive mill and alternative accommodation in Vamos, Chania. In addition to behavior analysis, the segmentation of olive tourists based on their experiences at the specific olive mill/accommodation and an examination of their overall preferences will be conducted.The findings of this study can aid in better aligning the olive tourism experience withthe needs and requirements of potential customers, within the broader framework of the marketing strategy for this tourist product.

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