<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>This paper focuses on tourists’ local olive oil purchasing behaviour in a tourist destination, providing evidence of consumer segments based on the importance of olive oil attributes for purchasing decisions. The research was conducted in Croatia, a famous tourist destination in the Mediterranean, recognised for its traditional food products, including olive oil. A survey conducted on 471 tourists shows that the main predictors of a tourist’s purchase of olive oil are the number of previous visits to the destination and the tourist’s country of origin. The relative importance of extrinsic and intrinsic olive oil attributes differed between tourists, and the present research identifies four market segments. The results of this study may help olive oil producers develop and implement more successful marketing strategies directed towards tourists in the destination.</p>
</abstract>

This paper focuses on tourists’ local olive oil purchasing behaviour in a tourist destination, providing evidence of consumer segments based on the importance of olive oil attributes for purchasing decisions. The research was conducted in Croatia, a famous tourist destination in the Mediterranean, recognised for its traditional food products, including olive oil. A survey conducted on 471 tourists shows that the main predictors of a tourist’s purchase of olive oil are the number of previous visits to the destination and the tourist’s country of origin. The relative importance of extrinsic and intrinsic olive oil attributes differed between tourists, and the present research identifies four market segments. The results of this study may help olive oil producers develop and implement more successful marketing strategies directed towards tourists in the destination.

The Importance of Intrinsic and Extrinsic Local Olive Oil Attributes for Tourists: Evidence from a Mediterranean Destination

Department of Economics and Agricultural Development

Department of Agricultural Sciences, Alma Mater Studiorum

European Journal of Tourism, Hospitality and Recreation

This work is licensed under the Creative Commons Attribution 4.0 International License.

This paper focuses on tourists’ local olive oil purchasing behaviour in a tourist destination, providing evidence of consumer segments based on the importance...

The Importance of Intrinsic and Extrinsic Local Olive Oil Attributes for Tourists: Evidence from a Mediterranean Destination

Article Category: Research Article

Published Online: Jun 29, 2022

Page range: 280 - 295

Received: Jul 19, 2020

Accepted: Oct 30, 2021

DOI: https://doi.org/10.2478/ejthr-2021-0025

Keywords
Tourists, Mediterranean destination, local olive oil, product attributes, segmentation

© 2022 Ana Čehić et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

The Importance of Intrinsic and Extrinsic Local Olive Oil Attributes for Tourists: Evidence from a Mediterranean Destination

Article Category: Research Article

Published Online: Jun 29, 2022

Page range: 280 - 295

Received: Jul 19, 2020

Accepted: Oct 30, 2021

DOI: https://doi.org/10.2478/ejthr-2021-0025

KeywordsTourists, Mediterranean destination, local olive oil, product attributes, segmentation

© 2022 Ana Čehić et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Tourists, Mediterranean destination, local olive oil, product attributes, segmentation