Iberian/serrano ham is a food product with a long tradition in the Spanish diet that is increasingly demanded by national and international consumers. Spain has 5 protected designations of origin (PDO) and two protected geographical indications (PGI) that support the quality of this product, which is manufactured only in the Iberian Peninsula. Since 2013, and based on the culinary product of ham, public entities and some businessmen have been trying to promote tourism related to ham, similar to wine-based tourism. In this study, we attempt to understand the profile of a ham tourist in the three existing routes in Andalusia, as well as ham tourism’s potential demand through seasonal auto-regressive integrated moving average (SARIMA) models. The results show that the profile of a ham tourist is similar to that of other typologies such as a tourist of wine or oil, and the demand has slow growth due to the novelty of this new tourism offering. Thus, there is a need to design strategies that allow the development of ham tourism, which will lead to an increase of wealth via employment in the local community.

The profile of tourists during the COVID-19 pandemic is changing toward those seeking health, safety and quality products. One of the modalities that best adapts to these needs is gastronomic tourism and, within this segment, wine tourism (enotourism), which can be enjoyed in many areas across the world. The great diversity of grapes, climates, terrains and winemaking processes gives rise to an enormous variety of wines that ensures that no two wines are alike. The current situation of the tourism market necessitates enhancing the uniqueness of areas that offer differentiated products, helping to position such locations as benchmarks for gastronomic tourism. Gastronomic routes provide a way to unify and benefit rural areas through the recently increased demand of tourists seeking to experience regional foods. In this study, the Montilla-Moriles Wine Route is analyzed with the objective of forecasting the demand (using autoregressive integrate moving average, ARIMA models), establishing a tourist profile and calculating the probability that a wine tourist is satisfied with the visit based on their personal characteristics (logit model). The results obtained indicate a slight increase (3.6%) in wine tourists with a high degree of satisfaction, primarily derived from the gastronomic or catering services of the area, from the number of wineries visited, from the treatment received and from the age of the tourist. Consequently, a high percentage of these tourists recommend the route. By increasing the demand for enotourism in this area and applying the results obtained, marketing initiatives could be established, particularly for wine festivals to improve this tourist segment and generate wealth in that area.

El objetivo principal de este artículo es presentar el proyecto de innovación docente llevado a cabo durante el curso 2017/2018 entre el alumnado del Grado en Administración y Dirección de Empresas de la Universidad de Córdoba y, en concreto, en asignaturas relacionadas con las finanzas y la contabilidad. En este proyecto se ha implementado una nueva metodología docente al objeto de mejorar la adquisición y el desarrollo de competencias por parte del alumnado en un contexto de íntima conexión entre empresa e investigación, al objeto de simular el contexto real en el cual le serán demandadas las competencias a los graduados en el momento en que se enfrenten a su entrada en el mercado de trabajo. La metodología y las actividades que se han desarrollado para conseguir este objetivo principal incluyen: i) un seminario impartido por un profesional financiero de una empresa real; ii) el método de aprendizaje basado en problemas reales y soluciones científicas; iii) trabajo cooperativo en clase; y iv) un seminario impartido por un investigador en finanzas. Los resultados sugieren que esta metodología promueve de manera eficaz la adquisición de competencias entre el alumnado, especialmente aquellas relativas a interpretar la información financiera y resolver problemas financieros corporativos.