Periódico: Journal of Tourism and Heritage Research
Fonte: Journal of Tourism and Heritage Research; Vol 7 No 1 (2024): Journal of Tourism and Heritage Research; 269-279
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Resumo: The production and consumption of olive oil have a very significant impact on the social, economic, cultural, and environmental development of territories, as it can present itself as a unique and strategic “identity” product, representing a legacy of more rural communities.
In this sense, olive and olive farming heritage can be used to promote rural regions and simultaneously raise awareness among the community and tourists about the uniqueness of the regions through olive oil (presses, historical and social context, identity, etc.).
The main objective of this work is to understand how olive oil and the existing mills that produce it are understood in the consumer's decision-making process.
To achieve this objective, in the methodology used in this work, a questionnaire survey was carried out in a rural region, located in the Center of Portugal, with a strong cultural connection to olive oil.
In this work, two olive oil mills were also explored, as a case study, allowing us to understand in a particular way, the influence that the olive and olive growing heritage sustained on the dynamics of olive growing contributes to the development of rural territories.
