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

Ana Čehić; Maurizio Canavari; Milan Oplanić; Marija Cerjak

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

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| Jun 29, 2022

European Journal of Tourism, Hospitality and Recreation

Volume 11 (2021): Issue 2 (December 2021)

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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.

Usual place of olive oil purchaseSource: Own elaboration.

Reasons for olive oil purchaseSource: Own elaboration.

Socio-demographic characteristic and travelling behaviour of the sample

Socio-demographic characteristic (N=452)			Total sample		Non-buyers of olive oil at the destination		Buyers of olive oil at the destination
Socio-demographic characteristic (N=452)			N	%	N	%	N	%
Variable	Gender	Male	152	36.9	59	34.7	93	38.6
	Gender	Female	259	63.1	111	65.3	148	61.4
		Elementary school	13	3.1	7	3.6	6	2.6
	Education	High school	134	31.8	71	36.4	63	27.8
		University and more	275	65.1	117	60	158	69.6
		Self-employed	74	17.4	37	18.9	37	15.9
		Employed	306	71.8	140	71.8	166	71.8
	Occupation	Retired	26	6.1	10	5.1	16	6.9
		Student	16	3.8	3	1.7	13	5.4
		Unemployed	4	0.9	4	2.5	0	0
		Up to 25	35	8.5	16	8.6	19	8.4
		26–40	134	32.5	56	29.9	78	34.7
	Age	41–55	181	43.9	86	46	95	42.2
		56–66	46	11.2	23	12.3	23	10.2
		67 and more	16	3.9	6	3.2	10	4.5
	Income	Up to 700 euro	18	5.2	6	4.1	12	6.0
		700–1,000 euro	53	15.3	21	14.4	32	15.9
		1,001–1,500 euro	84	24.2	41	28.1	43	21.4
		1,501–2,500 euro	101	29.1	42	28.7	59	29.4
		More than 2,500 euro	91	26.2	36	24.7	55	27.3
	Country of origin	Austria	101	23.8	38	19.7	63	25.3
		Germany	90	21.2	37	19.1	53	21.3
		Italy	86	20.2	65	33.7	21	8.4
		Croatia	32	7.5	7	3.6	25	10
		Slovenia	31	7.3	9	4.7	22	8.8
		Other	85	20	37	19.2	48	26.2
	Country producing or not producing of olive oil	Producer	150	35.3	81	42.1	69	29.6
	Country producing or not producing of olive oil	Nonproducer	275	64.7	111	57.9	164	70.4

Travel behaviour (N=452)			N	%	N	%	N	%

Variable	Type of accommodation	Hotel	338	74.8	161	79.9	177	71
		Campsite	114	25.2	42	20.1	72	29
	Length of stay	1–2 days	4	1	1	0.5	3	1.4
		3–6 days	96	24.2	55	29.3	41	19.5

		7 and more	298	74.8	132	70.2	166	79.1
	Number of previous visits	No previous visits	84	21.6	44	23.9	40	19.2
		1–2 times	56	14.4	35	19	24	11.5
		3 or more times	249	64.0	105	57.1	144	69.3

Importance of intrinsic and extrinsic attributes of olive oil for tourists (buyers) of olive oil in Croatia

Intrinsic attributes	Mean (M)	SD
Taste	4.62	0.680
Aroma	4.51	0.744
Colour	3.84	0.995
Extrinsic attributes
Olive oil category (virgin, extra virgin)	4.21	0.907
Method of production (cold-pressed)	4.12	1.035
Protected designation of origin (PDO)/protected geographical indication (PGI)	3.90	1.043
Product eco-label	3.90	1.007
Country of origin	3.82	1.037
Price	3.44	0.883
Packaging	3.18	1.112

The impact of socio-demographic and travel behaviour variables on the purchase of local olive oil using binary logistic regression analysis

Variables Not in the Equation

Step 0	Variables		Score		df	Sig
	Gender		1.243		1	.537
	Age		1.331		1	.856
	Education		2.390		1	.495
	Occupation		1.783		1	.776
	Income		3.686		1	.450
	Type of accommodation		1.751		1	.186
	Length of stay		2.294		1	.318
	Number of previous visits		5.408		1	.020
	From a country producing or not producing olive oil		10.066		1	.002
	Overall statistics		31.639		9	.084
	Overall percentage correct		54.7%
	The cut value		0.500

Variables in the Equation

Step 1	Variables	B	SE.	Wald	df	Sig.	Exp (B)
	Gender	.229	.297	.592	1	.442	1.257
	Age	.273	.642	.181	1	.671	1.314
	Education	1.083	.951	1.299	1	.254	2.955
	Occupation	.776	.770	1.015	1	.314	1.072
	Income	−.947	.956	.981	1	.322	2.181
	Type of accommodation	−.294	.315	.869	1	.351	.738
	Length of stay	−.197	.338	.339	1	.560	.821
	Number of previous visits: 3 or more times	.894	.351	6.488	1	.011	2.318
	Provenance from a country producing or not producing olive oil	1.059	.324	10.713	1	.001	2.828
	Constant	−2.052	1.420	2.086	1	.149	.129

Model diagnostics Classification of variables in equation results

Overall percentage correct		62.6%
The cut value		0.500
Omnibus test of model coefficients		Chi-Square: 34.175				Sig: .047
Hosmer and Lemeshow test		Chi-Square: 9.209				Sig: .325
Cox and Snell R square		.121
Nagelkerke R square		.162

Olive oil attributes researched in the scientific literature

Attributes	Authors
Price; origin; type; taste; purchasing place	Chan-Halbrendt et al., 2010
Price; origin; packaging; appearance; colour; production method	Menapace et al., 2011
Country of origin; region of origin; price; brand; olive variety; producer; taste; “extra virgin” mention; colour; appearance; package; PDO label; “organic” label	Dekhili et al., 2011
Area of origin; geographical designation (PDO and PGI); organic certification and price	Di Vita et al., 2013
Type; taste; colour; packaging; region of origin; and price	Mtimet et al., 2013
Price; origin; colour; packaging	Erraach et al., 2014
Price; type (extra virgin olive oil, virgin olive oil, and olive oil); bottle (glass, plastic); and production system (organic, conventional)	Bernabéu and Díaz, 2017

Principal component analysis for the importance of local olive oil attributes

Component/item (% of explained variance)	Mean (M)	SD	Factor loading	Cronbach α
Component 1: Information (40.651%)				.845
Protected designation (origin, geographical indication)	3.90	1.043	0.828
Product eco-label	3.90	1.007	0.798
Country of origin	3.82	1.037	0.759
Method of production (cold pressed)	4.12	1.035	0.757
Olive oil category (virgin, extra virgin)	4.21	0.907	0.654
Component 2: Flavour (15.247%)				.844
Taste	4.62	0.680	0.900
Aroma	4.51	0.744	0.891
Component 3: Price and packaging (14.606%)				.681
Price	3.44	0.883	0.856
Packaging	3.18	1.112	0.800

Final cluster centers

Component	Cluster				F – value
	1	2	3	4
	The exterior lovers	The labels lovers	The indifferent consumers	The experts
Information	.551127	.637358	−.793931	−.997363	96.276^**
Flavour	−.008902	.138469	−2.067185	.623947	107.501^**
Price and packaging	.823677	−1.150956	−.433139	.055069	98.627^**
Sample size (%)	37.4%, n=86	24.3%, n=56	10%, n=23	28.3%, n=65

eISSN:: 2182-4924
Language:: English

Publication timeframe:: 3 times per year
Journal Subjects:: Business and Economics, Business Management, other, Industries, Tourism, Hospitality, Travel, Event Industry, Leisure Industry, Sports and Recreation

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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.

Figure 1

Figure 2

Socio-demographic characteristic and travelling behaviour of the sample

Importance of intrinsic and extrinsic attributes of olive oil for tourists (buyers) of olive oil in Croatia

The impact of socio-demographic and travel behaviour variables on the purchase of local olive oil using binary logistic regression analysis

Olive oil attributes researched in the scientific literature

Principal component analysis for the importance of local olive oil attributes

Final cluster centers

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.

Figure 1

Figure 2

Socio-demographic characteristic and travelling behaviour of the sample

Importance of intrinsic and extrinsic attributes of olive oil for tourists (buyers) of olive oil in Croatia

The impact of socio-demographic and travel behaviour variables on the purchase of local olive oil using binary logistic regression analysis

Olive oil attributes researched in the scientific literature

Principal component analysis for the importance of local olive oil attributes

Final cluster centers

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