ABSTRACT

Olive oil tourism is an emerging form of tourism and it has recently garnered attention owing to health-related benefits of olive oil. Prior research has investigated olive oil tourists’ characteristics, their motivations for olive oil tourism and drivers for satisfaction in the context of traditional markets, such as Spain and Italy. However, there is scant research understanding olive oil tourists’ experiences in emerging markets, such as the US. This void is important to fill as olive oil tourists in emerging markets may be different from those in traditional markets in terms of their knowledge in and consumption of olive oil. Drawing on the experience economy framework, the authors show that education (vs. aesthetics, entertainment, and escapist) experience is more closely related to satisfaction among US olive oil tourists. Olive oil tourism marketers may want to emphasize learning aspects of olive oil tourism via open-house tastings at olive mills, production tours, free sampling of various olive oils and food pairings.

摘要

橄榄油旅游是一种新兴的旅游形式，由于橄榄油对健康的益处，它最近引起了人们的关注。先前的研究调查了橄榄油游客的特征，他们对橄榄油旅游的动机以及在西班牙和意大利等传统市场背景下的满意度驱动因素。但是，很少有研究了解橄榄油游客在美国等新兴市场的体验。填补这一空白很重要，因为新兴市场的橄榄油游客在橄榄油的知识和消费方面可能与传统市场的游客不同。作者利用体验经济框架表明，教育（相对于美学、娱乐和逃避现实）体验与美国橄榄油游客的满意度更密切相关。