OLIVE TOURISM: UNDERSTANDING VISITORS’ MOTIVATIONS

Maslinarski turizam razvija se u ponudi turističkih destinacija kao važan oblik turizma posebnih interesa u okviru gastronomije, koji povezuje posjetitelje s maslinovim uljem i kulturom maslinarstva u destinacijama koje posjećuju. Glavni je cilj rada razumjeti motivaciju posjetitelja muzeja maslinovog ulja s trgovinom putem kvalitativnog i kvantitativnog pristupa. Kvalitativno prikupljanje podataka provedeno je dubinskim intervjuima na uzroku posjetitelja, dok su kvantitativni podaci prikupljani metodom ankete te analizirani pomoću T-testa i eksplorativne faktorske analize. Dobiveni rezultati opisuju profil prosječnog posjetitelja, pri čemu je utvrđena značajna razlika među posjetiteljima prema zemlji dolaska i motiva za posjet muzeju. Općenito, posjetitelji koji dolaze iz područja proizvodnje maslinova ulja više su motivirani za posjet muzeju. Identificirane su tri osnovne komponente motivacije: „Značajke maslinovog ulja“, „Uživanje“ i „Novosti“.Olive tourism is developing in the offer of tourism destinations as an important form of special interest tourism within gastronomy connecting visitors with olive oil and the culture of olive growing in the destinations they visit. The main objective of this paper is to understand the motivations of the visitors of an olive oil museum with its shop through qualitative and quantitative approaches. Qualitative data collection was carried out through in-depth interviews with visitors, while quantitative data collection was carried out through a survey and the data was analysed with a t-test and an exploratory factor analysis. The obtained results describe the average profile of visitors and established a significant difference among them with relation to the country of origin and the motives for visiting the museum. In general, the visitors coming from an olive oil production area were more motivated to visit the museum. Three basic components of motivation have been identified: ‘Olive oil features’, Enjoyment’ and ‘Novelties’