Exploring tourist intention to participate in olive tourism

Abstract

Purpose - the purpose of the paper is to explore tourists’ (N=452) familiarity with Northern Adriatic local olive tourism offer and their intention to participate in selected olive tourism activities during their stay in the destination. Design/methodology/approach - survey sampling method is used in this preliminary study. The hypotheses are tested using T-test and ANOVA. Findings - the results of the study show that only a small proportion of tourists (18.8%) are familiar with the olive tourism offer on Northern Adriatic, with TB offices being the main source of information about this offer. Familiarity of the offer, as well as frequency of olive oil consumption and attitudes towards olive tourism, werefound to be significant predictors of an individual’s intention to participate in olive tourism activities. Originality of research - scientific literature in the field of olive tourism is sparse. The results of this study can be used to develop further marketing activities and strategies related to olive tourism.