Olive oil tourism and rural development: advances and challenges in the case of the province of Jaén (Andalusia, Spain)

Abstract

The tourism based in olive groves and olive oil (oleotourism) must be included in the trend of productive diversication of rural areas, and it can be considered like a segment to progress in the sphere of sustainable tourism. It is analyzed in the context of the province of Jaén, world centre of the olive oil culture and production. The results of the investigation show that it is carried out an important work of recovery of different patrimonial elements, which are the base for the creation of a tourist destination, although in this case this one is still in its first phases of development. This initiative seems to go in the right path, but there is still work to be done, specially in a improvement of coordination and integration of the several resources of different kinds (landscape, cultural, economic, gastronomic, architectural, etc) that exist in the territory, which would make possible to create varied, mixed and closed products that allow a more attractive offer.