Original scientific paper

Diversification of olive farms in the tourism segment – demand analysis

Ana Čehić orcid.org/0000-0002-2374-0795 ; Institute for Agriculture and Tourism Poreč, Croatia
Marija Cerjak orcid.org/0000-0003-0696-4364 ; University in Zagreb, Faculty of Agriculture in Zagreb
Tajana Čop orcid.org/0000-0002-1792-263X ; University in Zagreb, Faculty of Agriculture in Zagreb
Martina Begić orcid.org/0000-0001-9792-9016 ; Institute for Agriculture and Tourism Poreč, Croatia
Milan Oplanić ; Institute for Agriculture and Tourism Poreč, Croatia

Abstract

Diversification of farms in the tourism segment is a kind of innovation in business and a response to the contemporary needs of tourists. The aim of the paper is to investigate the profile of visitors at olive farms, their motives and attitude towards olive tourism for better understanding of demand. The research was conducted during the 2019 tourist season on a sample of olive farms visitors in Istria (N = 113). The most important motives of the visit are to taste, to learn and to purchase olive oil, with some differences between visitors. Visitors believe that olive tourism is an additional motive for visiting a destination, but they also think that tourists are not sufficiently informed about the olive oil tourism offer. The obtained results can be used for better planning of touristic offer at olive farms.

Keywords

diversification; olive growing; tourism; visitors; motives

Hrčak ID:

231052

URI

https://hrcak.srce.hr/231052

Publication date:

17.11.2019.

Article data in other languages: croatian

Visits: 1.566 *