1Olive growing has always been present in Portuguese agricultural culture. Over the last 20 years, Portugal has invested in modernizing the olive sector to keep pace with growing international competition (Dawson, 2020). This increase in production is due to the country's increased investment in new technologies and more efficient high-density olive groves, which have been replacing traditional olive groves (Mukundi, 2021).
2The olive grove is included in the list of Intangible Cultural Heritage of Humanity, with an interest in preservation and development, however, the “trilogy” that brings together nature, heritage, and culture seem to give the olive grove an unexpected setting to anchor new uses of the territory, namely with the valorization of tourist dynamics that focus on their products, gastronomy, landscape elements and their enjoyment.
3It is in this symbiosis that olive tourism can be anchored, a modality that values agriculture and nature, which also includes the economic and social valorization of rural communities.
4The olive/olive farming heritage is considered a reference in the identity and a core element of Mediterranean civilizations. For this reason, the Mediterranean Diet, of which olive oil is one of the most important ingredients, was classified by UNESCO in 2013 as an Intangible Cultural Heritage of Humanity (Abril-Sellarés and Tello, 2019).
5Agricultural activity contributes to the preservation of vast heritage, considered as an inheritance of the ways of life and “know-how”, preserved by farmers and rural communities; however, it currently faces the challenge of safeguarding history and the traditions that surround it. As a tourist segment, olive tourism, particularly in Portugal, has been growing in recent years, which has translated into strong economic development in rural regions where olive groves and, consequently, mills predominate. These structures, which in other times were only used to manufacture olive oil, are now covered with other functions, transforming into museum centers that energize a rural territory.
6Associated with its emblematic character, the olive tree embodies a set of perceptions, realities, and narratives that merge through symbols, sensations, and multiple representations (ADRAL, 2014b).
7Witnessing the customs, traditions, and lifestyles of different cultures, such as the Greek and Roman, the olive tree is a frequent element in the legends, myths, and religions of multiple civilizations (Nguyen, 2018; Şahin and Aydin, 2017).
8The practice of olive tourism is strongly linked to the sustainable development of most rural areas and contributes to the valorization and conservation of the unique identity of these places, through the promotion of traditional activities that can be experienced by tourists, coming from urban areas, and which They look for unique and memorable experiences in these places (Elias and Barbero, 2017).
9The economic profile and available resources of a region provide a significant indication of the success of the economic development of a region, and there must be a cooperative relationship between the public and private sectors, to successfully achieve the strategies and objectives of sustainable development (Pedrana, 2013).
10In this context, this work arises, whose main objective is to explore olive tourism as a tourist-cultural product and how it has influenced the appreciation and conservation of the unique identity of places, through the promotion of traditional activities and the development of products based on olive oil and olive oil.
11The study covers the context of the Lagares de Proença-a-Velha – Núcleo do Azeite. Considering that this equipment seeks to protect and disseminate the memory of the importance of olive oil in the economy of the municipality of Idanha-a-Nova and Idanha-a-Velha, the development of olive tourism practices, in cooperation with other local agents, represents a unique opportunity for growth and differentiation, in an increasingly competitive market.
12Currently, there is a greater preference for outdoor environments, rural destinations, and contact with nature. There is greater environmental and social awareness that leads to a greater search for more organic experiences, which promote local identity and cultural interaction. When we talk about the development of rural areas, we do not just refer to economic growth, we also refer to social evolution, while we work on these two areas, we also guarantee the perpetuation of the territory's identity and the preservation of the cultural heritage associated with it (Morales et al., 2015).
13Relating the landscape, culture, and territory, food traditions are currently one of the pillars that support a series of territorial development initiatives (Yeoman et al., 2007).
14Infrastructure and investments in a territory can affect local economic development. Public institutions, whether governmental or not, will have to be aware of the intrinsic and extrinsic capabilities that a region must contribute to territorial promotion and development. The involvement of public institutions in tourism is essential for tourism dynamics to become a regenerating factor for development and territorial cohesion.
15The dynamics of interconnection between tourism, sustainability, and territorial cohesion must integrate endogenous resources that can promote social inclusion and equity through greater equality of territorial competencies with the articulation of the supply of tourist and cultural services.
16The mobilization of natural and cultural heritage must play a role in increasing importance in the development process of interior territories, harmonizing the safeguarding of these resources with sustainable adaptations that benefit local communities.
17Currently, the adaptation and practice configurations of these spaces, more rural and natural, linked to economic dynamics and environmental policies are causing the emergence of new tourist activities, such as olive tourism.
18The practice of olive tourism is not only a strategy to obtain a new economic boost, but also a practice imbued with cultural and social values, valuing the cultural identity of rural communities (Campón-Cerro et al., 2014; Hernández-Mogollón et al., 2019). Murgado (2013) states that olive tourism is also a manifestation of cultural tourism, as it is based on cultural heritage and constitutes a key instrument for the inclusion and socio-economic dynamization of a region. More specifically, it is through its symbolic and material expressions that olive tourism becomes an attraction of added value for tourism (Toselli, 2019).
19It is with this allusion to cultural heritage that Yerliyurt and Manisa (2014) reinforce the relevance of olive tourism in conserving the sociocultural values of olive-growing heritage, but also in preserving traditional olive oil presses. Millán et al. (2014a) reinforce this idea, stating that this tourist activity promotes the sustainability of destinations, through the conservation and adaptation of the olive heritage, keeping it alive and active for visiting spaces for tourists.
20Miftarevic and Mitrovic (2019) state that tourists from these segments linked to gastronomy seek not only immersion in local culture, but are also driven by the experience itself, by the pleasure of experimenting, tasting, by awakening their senses, and are also motivated by pleasure. to enjoy the rural environment, due to the need for socialization, the opportunity to purchase and the knowledge acquired about the varieties of olive oil.
21In this sense, the practice of olive tourism is strongly linked to the tourist and cultural development of more natural and rural areas, contributing to the appreciation and conservation of the unique identity of places, through the promotion of traditional activities that can be experienced by tourists, coming from urban areas, and who seek unique and memorable experiences in these places (Elias and Barbero, 2017).
22Therefore, product development strategies based on olive oil and olive trees are relevant to enhance knowledge of the product itself and its connection with local history and traditions, capable of stimulating and supporting new social relationships (de Salvo et al., 2013).
23Currently, sustainability in tourism appears as the foundation of the sector's future, reflected in various practices such as ecotourism, cultural tourism, rural tourism, nature tourism, and community tourism (Pan et al., 2018). Tourist activity can serve as an instrument capable of enhancing economic and social development, maintaining the balance between economic, social, and environmental interests (Baidal, 2004; Park et al., 2012).
24The increase in olive tourism, through the exploitation of resources linked to olive trees and olive oil, the dissemination of ecological values, new challenges for the territory, production for consumption, and the recovery of some activities have contributed to the revitalization of territorial cohesion.
25With records dating back to more than 10,000 BC, the cultivation of the olive tree (Olea europaea) has a vast history and culture that permeates the production of olive oil. Olive tree cultivation occupies around 10 million hectares worldwide, which represents 90% of an area located on the Mediterranean coast.
26According to geographers, the first olive tree you see when traveling from North to South is proof that you are in Mediterranean territory, just as it is said that “olive cultivation identifies the climate (Loumou and Giourga, 2003, p. 88).
27Portugal has an excellent climate and orography for olive growing, and it is no coincidence that olive groves dominate the Portuguese landscape, as a testament to the multi-millennial vitality of the olive sector. Olive growing has always had an impact on the country's economy, although its share of influence has varied depending on the economic and environmental contexts that have irremediably shaped it.
28In the rural context, the development of tourist activities based on endogenous resources is an essential factor in the economic diversification of these territories (Campón-Cerro et al., 2017). For this reason, the development of olive tourism has characteristics like those attributed to sustainable rural tourism (Millán et al., 2014b).
29This activity encourages its promoters to look for new alternatives that can offer authentic and stimulating experiences to visitors (Campón-Cerro et al., 2017), but always to promote the sustainable use of resources (Rodríguez-Entrena et al., 2017). Olive tourism boosts the olive market and adds value to its products, in addition, offers unique experiences and the opportunity for interaction between consumers and producers and the sharing of new knowledge. Olive tourism is also characterized as an important mechanism for reducing seasonality in the olive sector (Millán et al., 2014a).
30Olive oil provides numerous health benefits and is the central fat of the Mediterranean Diet, a diet that was declared Intangible Cultural Heritage of Humanity by UNESCO on December 4, 2013 (Ministry of Foreign Affairs, 2013).
31According to the International Olive Council (IOC, 2020), olive oil is the oil extracted from the fruit of “Olea europaea L.”, obtained through mechanical or physical methods, respecting certain thermal and production conditions, ensuring that the olive oil does not is subjected to no other process other than washing, decantation, centrifugation, and filtering. This healthy fat can be classified as extra virgin olive oil, virgin olive oil, olive oil, and refined olive oil. In addition to these classifications, on the market, you can also find olive oil with a Protected Designation of Origin (DOP).
32This is a certification created by the European Union that guarantees that olive oil is a product made in compliance with certain quality standards, namely production in a defined region, using local products and traditional know-how (Regional Development Agency of the Alentejo (ADRAL, 2014a). Not only olive tourism, but also olive-growing heritage represents not only olive oil as a food product but also its history, culture, and tradition. In this way, the experiences sustained in olive-growing heritage are the context conducive to presenting the product to the consumer in all its value: tangible and intangible (Hernández-Mogollón et al., 2019).
33An “oleotourist” is considered to be a person who, as part of their leisure time, travels to a place other than their usual residence, to deepen their knowledge of the culture of olive groves and olive oil, without necessarily having to stay in a specific location, and carry out some of the following activities: 1) visit linked to the surroundings related to the olive grove and olive oil; 2) visit the olive tree planting area; 3) enjoy culinary experiences with learning about delicacies and using olive oil and olives; 4) obtain knowledge about olive tree cultivation; 5) participates in gastronomic events; 6) participates in routes linked to olive trees and olive oil; 7) explores the characteristics of commerce related to olives and olive oil, as health and well-being products; 8) enjoys the natural and rural environment and, 9) patronizes ancient olive trees.
34This entire dynamic of olive tourism allows for the promotion of olive oil and the existing heritage in the territory, enabling the promotion of endogenous products. Tourism that promotes product quality in rural areas can enable local economic stimulation. In this context, it can be said that olive tourism contributes to the local economy, becoming a complementary activity and an alternative source of income.
35The existence of a certain symbiosis of economic and social development, in which the issue of sustainability arises, must integrate a new use of the territory, namely with the valorization of tourist dynamics that focus on their products, gastronomy, landscape elements, and their enjoyment. The economic and social valorization of rural communities is also included (Figure 1).
Figure 1. Representative scheme of territorial valorization
Source: own elaboration
36Olive tourism can restore the hope of innovating local development, boosting economic viability through the involvement of all agents, with the support of institutional policy, as well as contributing to dynamization and social integration in the local environment (Martins et al., 2022).
37In this regard, biological diversity also stands out, combining the preservation of ecosystems with the interaction of local agents as well as the protection of native species. This action assumes a shared integration of the resource while promoting tourists' desire for satisfaction (Cardoso and Lopes, 2022).
38It means that olive tourism constitutes an efficient resource as it encourages families to settle in rural territories as a means of subsistence and creating their businesses. It can take a competitive market position by specializing in health and wellness products such as cosmetics and relaxation.
39In this sense, the potential of olive tourism has been increasingly recognized by olive producers, and success will also include the appreciation of gastronomy, in a context where olive oil must be considered an aggregating and differentiating element of the territory, culture, of traditions, and, at the same time, generator of experiences and emotions.
40“Olive tourism can develop as a tourist and cultural product that differentiates a territory. With the creation of a network of local partners that have a territorial nature linked to local producers to create a defense and territorial identity to work on the synergies that exist in that territory” (Tiago Lourenço, producer of Azeite Egitânia. In Interview, 2023 ).
41For this olive oil producer, thinking about tourism in a structured way means experiencing a gastronomic space. Also, have routes linked to olive growing to explore olive trees further and raise awareness of the difficulties faced by olive groves to preserve them.
42The practice of olive tourism can contribute to the appreciation and conservation of the unique identity of places, through the promotion of traditional activities that can be experienced by tourists. This practice is possible through “the creation of a network linked to olive growing where people have a weekend program in which they can spend one day on the Portuguese side and another on the Spanish side tasting the varieties of olive oil, visiting museum spaces and cultural sites” (Tiago Lourenço, producer of Azeite Egitânia. In Interview, 2023).
43Olive oil plays an important role in the dynamics of sustainability, with the olive grove being a space of biodiversity, a space of dynamic relationships of interaction and coordination between the economic and social materializations of the territory.
44The development strategy for products based on olive oil and olive trees is relevant to enhance knowledge of the product itself and local traditions. The recovery of activities linked to mills and olive oil production is also important for territorial cohesion.
45“Cultural recreation, through schools for an education more linked to gastronomy, environmental sustainability, and the interpretation of the territory, is fundamental. Olive farming is not a thing of the past, it must be a thing of the present, alive and functional as it has a cultural value that must be used to boost and develop a value chain” (Tiago Lourenço, producer of Azeite Egitânia. In Interview, 2023).
46This work tried to understand how olive tourism, as a tourist-cultural product, can contribute to the appreciation and conservation of the unique identity of places, through the promotion of traditional activities and the development of products based on olive oil and olive trees.
47To achieve this objective, we started with the observation of the territory, applying in parallel a questionnaire survey (during the months of April and May) in Idanha-a-Nova, Portugal, with a total of forty-five respondents (n=45).
48The survey was administered (in person) at the Idanha-a-Nova Tourism Office to visitors who went to the Tourism Office to obtain information about the territory.
49It is considered that the main limitation of this work is the small sample, but even though it is an initial exploratory study, it allowed the highlighting of some pertinent results that will constitute future lines of deepening with replication of the questionnaire in other Tourist Offices, which are fit within the context of this theme.
50One of the first results concerns olive tourism (Figure 2), and what tourists look for and value most in the practice of olive tourism (Figure 3).
51It can be seen (Figure 2) that tourists value the experiences and the entire surrounding olive and olive farming heritage (37.8%), and 17.8% of respondents claim to have a different experience.
52As an interesting result, the study also highlights the apprehension on the part of the respondents about the territory. They mention the importance of learning about local culture and heritage (22.2%).
53It should be noted about this result that only 11.1% say that olive growing is important to support the local economy. It can also be seen that 86.7% say that the olive heritage and olive growing contribute to the development of the region (Figure 3).
54This result points to the promotion of rural spaces in which visitors can enjoy leisure activities associated with nature, and, specifically, olive growing. In addition to this, the creation of synergies with local entities must also be promoted, to encourage the development of the local and regional economy. The objective will be to encourage visitors to enjoy the perception and understanding of the region's traditions.
Figure 2. Enhancement of the practice of olive tourism
Source: Own elaboration
Figure 3. Enhancement of the practice of olive tourism
Source: Own elaboration
55An interesting result concerns the choice of tourist experience and how respondents evaluate their experience (Figure 4). The results presented in the graph refer to the reflection of the WTO (2020), when referring to product development and integration of the value chain for a sustainable and improved travel experience, promoting sustainable policies and practices in rural destinations (A Guide to Making Tourism an Effective Tool for Rural Development, UNWTO, 2020).
Figure 4. Evaluation of the tourist experience
Source: Own elaboration
56As can be seen, respondents have the main criteria (disagree; disagree; neither agree nor disagree; agree and agree). In order of interest, firstly gastronomy, and, with the same degree of relevance, location, and accessibility, followed by the quality of information, price, entertainment and, finally, accommodation, proximity to communities’ locations and the sensory elements “Hans -on”. Based on the results, it was observed that such characteristics of olive and olive tourism are important for the development of the regions.
57The creation of new products is fundamental to the attractiveness of territories. Promotion and internal communication initiatives about the territory, that is, instructing and training most of the local community about the potential and attributes that exist in the region so that most of the population knows the place where they live and more easily knows how to communicate.
58Awareness-raising actions among the local community, to encourage their participation in communication about the destination. Periodic consultation of most stakeholders in the region (from hotels, restaurants, shops, cafes, and bars) to find out their needs, interests, and concerns about the territory.
59Currently, there is a tendency to decline in traditional activities, which has demonstrated a large population exodus from rural areas along with the aging of the population. The European Union, faced with such fragility, focused on the implementation of rural development policies, in which leaders and local authorities seek innovative actions to solve the problems of the most vulnerable territories. A situation that benefits the well-being of the rural population (Popescu et al., 2022).
60In this context, rural development refers to the sustainable improvement of the standard living conditions of people living in rural areas (Ashley and Maxwell, 2001).
61By discussing the results obtained in this study and relating them to some authors listed in the introductory part of this work, the relevance attributed to accessibility and quality of information existing in the territories is reinforced.
62They can help new directions and policies that provide better possibilities for rural development with ecosystem balance, social equity and economic growth. Based on the results, it was observed that the characteristics associated with olive farming and olive farming are important for the development of more rural territories.
63The conclusions obtained point to the importance of olive tourism and olive heritage for rural areas, to develop the region. At the same time, it contributes to the promotion of activities associated with olive trees and olive oil, and to the valorization and protection of natural resources.
64There is also a strong contribution to economic sustainability, by promoting the production of quality products with added value. Furthermore, from a social point of view, it provides greater investment attraction and the creation of new jobs across olive farming, accommodation, and catering, as well as population retention and the recovery of traditional know-how.
65As can be seen, the results point to the importance of the existence of interconnection dynamics between tourism and territorial cohesion that should integrate endogenous resources that are capable of demarcating territorial competencies with the articulation of the offer of tourist and cultural services.
66Olive tourism and the heritage linked to the olive tree resource in its relationship with the territory brings together other cultural, industrial, rural, architectural, gastronomic, historical, social, and landscape activities.
67The dynamics between these two resources could contribute to territorial development. In this sense, olive tourism can be framed as a tool for territorial sustainability. Awareness-raising actions among the local community, to encourage their participation in communication about the destination.
68Olive tourism can be seen as a sustainability tool, from an environmental point of view, as it encourages the appreciation and protection of natural resources; economic sustainability, by contributing to the production of quality products with added value; and also from a social point of view, by contributing to attracting investment and creating new jobs across olive farming, accommodation and catering, as well as population retention and the recovery of traditional know-how.
69Still, if a strategy oriented towards the development of the territory prioritizes the intelligent use of territorial capital, the olive grove as a tourist setting cannot fail to be integrated into a strategy for valuing the product (olive oil), particularly the product with distinctive characteristics.
70Given the above, communicating existing scientific and educational values or those that will be generated with olive tourism meets the challenge of maintaining traditional and organic production systems, which could have effects on influencing the business models of new entrepreneurs who value the traditions and biodiversity reinforcing the role of tourists, who, by having access to more knowledge, can lead to healthier and more sustainable consumption habits and stimulate their curiosity towards traditional products and rurality as a way of life.
71Finally, it is concluded that olive tourism is tourism that brings together other cultural, industrial, rural, architectural, gastronomic, historical, social, and landscape activities.
72It is also considered that this work could contribute to the development of deeper research into the topics covered.
73In terms of practical implications of the conclusions of this research, it was possible to detect a line of future research related to the production and consumption of olive oil. Both situations have a very significant impact on the social development and environmental sustainability of territories. A fact that is combined with a production considered unique and strategic “identity”, representing a legacy of more rural communities.
74In fact, oil tourism can be used to promote rural regions and simultaneously to make the community and tourists aware of the uniqueness of the regions through olive oil (presses, historical and social context, identity, etc.). In this sense, this work presents a possible line of research to be explored in the future, which will involve understanding how olive oil and the existing mills that produce it are understood in the consumer's decision-making process. This line of thematic deepening is fundamental, as there are currently “industrial” olive oil mills, but originating from traditional press mills, at the level of olive oil production. They can therefore constitute products of olive cultural identity, associated with the social and environmental development of the territory. The highlight may be given to olive growing and its importance in the development of rural territory(ies).
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