A quest for the healthy lifestyle and learning experiences in olive oil tourism

Yoo Hee Hwang, Donna Quadri-Felitti

Research output: Journal article publicationJournal articleAcademic researchpeer-review

2 Citations (Scopus)


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.

Original languageEnglish
JournalJournal of Tourism and Cultural Change
Publication statusAccepted/In press - 2021


  • California wine countries
  • experience economy
  • Olive oil
  • olive oil tourism
  • wine tourism

ASJC Scopus subject areas

  • Cultural Studies
  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Nature and Landscape Conservation


Dive into the research topics of 'A quest for the healthy lifestyle and learning experiences in olive oil tourism'. Together they form a unique fingerprint.

Cite this