Olive Oil Tourism as a Tool for Sustainable Development: Evidence From Consumer Motivations and Perceptions

Abstract

This study examines olive oil tourism as an experiential form of cultural tourism that enhances extra virgin olive oil (EVOO), olive-growing heritage, and rural territories. Adopting a demand-side perspective, it investigates consumers' awareness, motivations, and behavioral intentions related to oleotourism activities. An online survey of 511 respondents was conducted in Italy, collecting information on knowledge of oleotourism, interest in mill visits and tastings, participation in experiential activities, EVOO purchasing habits, and cultural–emotional perceptions. Using principal component analysis and k-means clustering, three motivational profiles were identified: culturally engaged, EVOO traditionalists, and experience driven. The results show that motivational and perceptual factors, rather than sociodemographic characteristics, drive differences in interest and behavior toward oleotourism. By focusing on Sicily as a case study, the research provides insights for tourism operators and policymakers to design targeted experiential strategies, supporting sustainable rural development, diversification of tourism offerings, and the reinforcement of territorial identity through olive oil tourism.