This article delves into the phenomenon of oleotourism within the context of Andalusia, a southern Spanish region renowned for its olive oil production. Oleotourism emerges as a means of economic diversification in regions heavily reliant on agriculture, particularly olive oil production. To foster sustainable development, collaboration among stakeholders influencing and impacted by this activity is crucial, as tourism must be viewed as an integrated system where relationships among actors benefit both the industry and the destination.
The article underscores the significance of understanding the predisposition of oleotourism companies to collaborate with each other and other stakeholders involved in tourist activities. Through a descriptive study and a complex survey, managers of companies in Andalusia, pioneers in oleotourism diversification, were interviewed to elucidate their perspectives. Findings reveal a low priority among companies for collaboration, with a preference for the public sector as a collaborating actor and minimal willingness to invest economic capital in collaboration networks.
The study concludes that companies with a strong foothold in oleotourism require information, training, and incentives to foster collaboration within the market. It highlights the need for concerted efforts to enhance collaboration among stakeholders, which is essential for the sustainable growth and success of oleotourism initiatives. By addressing the identified barriers and fostering a culture of collaboration, the oleotourism sector can realise its full potential and contribute positively to the economic and social development of olive oil-producing regions like Andalusia.
