Importance–Performance Analysis of Oleotourism Experience

The continuous evolution of tourism, driven by societal changes, has given it a significant role in developing regions, particularly in poor areas. Among the various tourism segments, oleotourism stands out as it offers diverse and immersive experiences encompassing gastronomic, rural, industrial, and cultural aspects. Given its relevance for promoting culture and rural tourism, this study aimed to establish a correlation between the importance and performance of the oleotourism experience, specifically focusing on tourism activities in the Terras Trás-os-Montes region. To achieve this research objective, a comprehensive survey was conducted in English and Portuguese, targeting a broad audience to identify and segment individuals interested in and seeking activities related to olive culture. The study’s primary goal was to analyse the motivating factors influencing tourists’ choices of oleotourism destinations. 116 responses were obtained, with 103 collected in Portuguese and 13 from English surveys. Understanding the preferences and needs of the target audience becomes paramount for tourism stakeholders as they seek to create personalised offerings that enhance overall customer satisfaction. In this context, the Importance-Satisfaction Analysis (ISA) matrix is a valuable tool, complementing this understanding by identifying specific areas in the destination’s offerings that require improvement and highlighting its existing strengths. By adopting a continuous evaluation approach facilitated by the ISA matrix, tourism stakeholders can proactively respond to evolving trends, maintain a competitive edge, and cultivate a thriving and appealing oleotourism destination. This research contributes valuable insights to destination managers and policymakers.