Olive-oil tourism is an emerging tourism typology that is especially developing in the Mediterranean basin, though successful cases also exist in other regions of the world. The main motivation underlying olive-oil tourism demand is the desire to learn about and enjoy the world of olives and olive oil. The objective of this article is to characterise this new tourism typology and identify its main activities. Based on a thorough bibliographical review and an expert panel, we show that this tourism typology corresponds to special interest tourism, and derives from three types of general interest tourism (rural, nature and cultural) with connections to other specific types of tourism. Furthermore, we demonstrate its links to an increasingly broad range of activities and services, thus revealing how complex this type of tourism can be, a feature proper to so-called special interest tourism.

Olive oil tourism is a recent development in the countries of the Mediterranean basin, but it is now spreading to other regions of the world. The main reasons people are choosing this special interest tourism (SIT) are to find out about the culture surrounding olive oil and to enjoy the whole host of activities related to the product. This has led to the creation of strong links between olive oil tourism and other types of special interest tourism. The studies undertaken thus far to characterise the profile of olive oil tourism’s demand, and its motivations, expectations and needs, have been limited and partial, focusing on specific cases. Therefore, this paper aims to take a closer look at the demand for olive oil tourism. Based on a survey of 609 visitors to olive oil mills in the south of Spain, olive oil tourists were segmented according to the type of trip and the olive oil tourism experience enjoyed during the trip, using a two-step cluster analysis. The results obtained enabled us to identify four segments with well-differentiated behaviours, which will help stakeholders, policy makers and destination managers to reach decisions, with a view to adapting their product to the expectations and needs of potential customers.

This study provides insights into the attitudes, knowledge, behaviour and commitment of Gen Z tourists toward sustainability. The research was conducted on 1188 participants in the Western Costa del Sol (Andalusia, Spain), a well‐established coastal destination. The study also estimated, through a chi‐squared test and the Mann–Whitney U model, the premium price that Gen Z tourists are willing to pay for visiting a more sustainable destination. The results indicate that Gen Z has a good understanding and a high level of commitment towards sustainable tourism. However, only 10% of Gen Z tourists were willing to pay more for a sustainable destination. The study analyses the reasons behind this finding. Finally, the research suggests recommendations for understanding the consumption behaviours and practises of young travellers.

Knowing how tourists behave in destinations is a key issue for successful marketing and management. Continuous changes in motivations of tourists highlight the necessity to understand visitors’ consumption patterns. The choices they make regarding the type of accommodation not only reflect tourists’ expectations, but also influence their behavior in the destination. This research aim is analyzing the possible differences in behavior between tourists depending on their preferred accommodation. The study was carried out in the province of Jaén, an emerging destination in southern Spain. A semi-structured survey was conducted with 430 visitors obtaining information that highlights, among other issues, the interest expressed by rural accommodation users in natural environments, along with more evenly disbursed spending patterns across the territory.

Análisis del comportamiento de la demanda de oleoturismo desde la perspectiva de la oferta