Relationship between Consumer Motivation and the Gastronomic Experience of Olive Oil Tourism in Spain
Abstract
:1. Introduction
2. Theoretical Background
Motivations and Gastronomic Experience
3. Materials and Methods
4. Results
4.1. Sociodemographic Profile
4.2. Descriptive Analysis
4.3. Analysis of the Validity and Reliability of the Global Model
4.4. Analysis of the Reliability and Validity of the Measurement Model
4.5. Structural Model Validity Analysis
5. Discussion
6. Conclusions
Author Contributions
Funding
Conflicts of Interest
Appendix A
Variable/Items | Measurement |
---|---|
Have you ever been in this geographical area? | Never; 1–3 times; More than 3 times |
How much time will you stay in this geographical area? | 1 day (no sleep); 2 days (1 night); 3–7 days; More than one week |
How do you travel? | Alone; friends/work mates; partner; partner and children; with children |
Why did you choose this geographical area as a tourist destination? | Recommendation agency; recommendation by friends; by myself; tourists brochures; mass media publicity; clubs and associations; internet; work |
What type of activities did you do during your trip? | Rural tourism; adventure tourism; olive oil tourism; olive oil and gastronomic tourism; cultural tourism; business tourism |
Do you usually consume olive oil? | No; everyday; more than one time per week; only once per week; rarely |
If you bought olive oil in the factory, what was the reason? | For myself; a gift; for myself and to make a gift |
Motivations | |
To taste the different types of olive oil To buy olive oil in a factory To learn about the olive oil world To eat and drink traditional products of this zone Entertainment Relax To spent a day outdoors To know the geographical area To visit friends and/or family Work reasons | 1: Very low/strongly disagree 2: Low/disagree 3: Neutral 4. High/agree 5: Very high/Strongly agree |
Gastronomic experience | |
Travel price Hospitality Environment conservation Information and signage Olive oil factories Accommodation Restoration Communications Public safety Cleanness Telecommunications Feeding Spectacles and cultural activities Commercial areas Ecology Sport activities | 1: Very low/strongly disagree 2: Low/disagree 3: Neutral 4. High/agree 5: Very high/strongly agree |
Sociodemographic Profile | |
Gender | Dichotomic (male/female) |
Age | Interval (less than 30; 30–39 years old; 40–49 years old; 50–59 years old; 60 years old or more) |
Academic level | Multi-response (elementary; secondary; university) |
Professional category | Freelance; full-time job; public worker; student; retired; household |
Income | Less than 700 EUR / month; from 700 to 1000 EUR / month; from 1001 to 1500 EUR / month; from 1501 to 2500 EUR / month; more than 2500 EUR / month |
Country | - |
Indicator | Total-Corrected Item Ratio | Alpha of Cronbach Construct | Global Alpha of Cronbach |
---|---|---|---|
Motivations | 0.872 | ||
MOT1: To taste the different types of olive oil | 0.445 | 0.744 | |
MOT2: To buy olive oil in a factory | 0.316 | ||
MOT3: To learn about the olive oil world | 0.424 | ||
MOT4: To eat and drink traditional products of this zone | 0.484 | ||
MOT5: Entertainment | 0.376 | ||
MOT6: Relax | 0.485 | ||
MOT7: To spent a day outdoors | 0.432 | ||
MOT8: To know the geographical area | 0.320 | ||
MOT9: To visit friends and/or family | 0.302 | ||
MOT10: Work reasons | 0.312 | ||
Gastronomic experience | |||
GE1: Travel price | 0.565 | 0.904 | |
GE2: Hospitality | 0.572 | ||
GE3: Environment conservation | 0.578 | ||
GE4: Information and signage | 0.546 | ||
GE5: Olive oil factories | 0.506 | ||
GE6: Accommodation | 0.519 | ||
GE7: Restoration | 0.616 | ||
GE8: Communications | 0.504 | ||
GE9: Public security | 0.580 | ||
GE10: Cleanness | 0.450 | ||
GE11: Telecommunications | 0.503 | ||
GE12: Feeding | 0.588 | ||
GE13: Spectacles and cultural activities | 0.428 | ||
G14: Commercial area | 0.408 | ||
GE15: Ecology | 0.611 | ||
GE16: Sport activities | 0.325 |
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Variable | Percentage | Variable | Percentage | ||
---|---|---|---|---|---|
Gender N = 394 | Male Female | 43.1% 53.9% | Education level N = 388 | Primary Secondary University | 12.6% 35.1% 52.3% |
Age N = 391 | Less than 30 30–39 years 40–49 years 50–59 years More than 60 | 14.6% 5.1% 9.7% 16.9% 53.7% | Country N = 401 | Spain France UK Germany USA Others | 43.1% 28.2% 11.7% 6.2% 3.2% 7.6% |
Income N = 333 | Less than 700$ 700–1000$ 1001–1500$ 1501–2500$ More than 2500$ | 6.0% 6.3% 23.7% 32.7% 31.2% | Professional activity N = 386 | Retired Liberal professional Full time job Student Public worker Household | 40.4% 16.1% 13.7% 13.0% 10.1% 6.7% |
Indicator | Average | Standard Deviation | Asymmetry | Kurtosis | Normal K-S Test (Sig.) |
---|---|---|---|---|---|
Motivations | |||||
MOT1: To taste the different types of olive oil | 2.94 | 1.489 | 0.017 | −1.407 | 0.160 (0.000 c) |
MOT2: To buy olive oil in a factory | 2.65 | 1.462 | 0.269 | −1.326 | 0.204 (0.000 c) |
MOT3: To learn about the olive oil world | 3.68 | 1.370 | −0.700 | −0.743 | 0.227 (0.000 c) |
MOT4: To eat and drink traditional products of this zone | 3.49 | 1.294 | −0.537 | −0.735 | 0.203 (0.000 c) |
MOT5: Entertainment | 3.36 | 1.340 | −0.375 | −1.000 | 0.187 (0.000 c) |
MOT6: Relax | 3.01 | 1.341 | −0.041 | −1.115 | 0.144 (0.000 c) |
MOT7: To spent a day outdoors | 2.96 | 1.472 | −0.006 | −1.384 | 0.164 (0.000 c) |
MOT8: To know the geographical area | 3.76 | 1.360 | −0.834 | −0.561 | 0.231 (0.000 c) |
MOT9: To visit friends and/or family | 1.83 | 1.478 | 1.458 | 0.384 | 0.432 (0.000 c) |
MOT10: Work reasons | 1.74 | 1.342 | 1.595 | 0.987 | 0.429 (0.000 c) |
Gastronomic experience | |||||
GE1: Travel price | 3.43 | 1.127 | −0.278 | 0.987 | 0.203 (0.000 c) |
GE2: Hospitality | 4.11 | 1.038 | −1.239 | −0.455 | 0.251 (0.000 c) |
GE3: Environment conservation | 3.78 | 1.080 | −0.543 | 1.156 | 0.201 (0.000 c) |
GE4: Information and signage | 3.48 | 1.117 | −0.357 | −0.500 | 0.175 (0.000 c) |
GE5: Olive oil factories | 3.62 | 1.139 | −0.572 | −0.479 | 0.211 (0.000 c) |
GE6: Accommodation | 3.62 | 1.140 | −0.608 | −0.376 | 0.213 (0.000 c) |
GE7: Restoration | 3.68 | 0.994 | −0.470 | −0.285 | 0.224 (0.000 c) |
GE8: Communications | 3.35 | 1.146 | −0.275 | −0.221 | 0.168 (0.000 c) |
GE9: Public security | 3.67 | 1.092 | −0.612 | −0.604 | 0.220 (0.000 c) |
GE10: Cleanness | 3.74 | 1.091 | −0.736 | −0.194 | 0.232 (0.000 c) |
GE11: Telecommunications | 3.26 | 1.166 | −0.252 | 0.029 | 0.177 (0.000 c) |
GE12: Feeding | 3.85 | 1.029 | −0.719 | −0.632 | 0.222 (0.000 c) |
GE13: Spectacles and cultural activities | 3.78 | 1.090 | −0.730 | 0.060 | 0.233 (0.000 c) |
G14: Commercial area | 3.00 | 1.211 | −0.079 | −0.070 | 0.182 (0.000 c) |
GE15: Ecology | 3.46 | 1.045 | −0.309 | −0.805 | 0.213 (0.000 c) |
GE16: Sport activities | 2.59 | 1.296 | 0.341 | −0.538 | 0.163 (0.000 c) |
Loadings | Communality | Weights (Sig.) | VIF | |
---|---|---|---|---|
Gastronomic experience—Composite Mode A | ||||
Environment conservation | 0.715 | 0.511 | ||
Restoration | 0.726 | 0.527 | ||
Public safety | 0.705 | 0.497 | ||
Cleanness | 0.715 | 0.511 | ||
Telecommunications | 0.715 | 0.511 | ||
Feeding | 0.743 | 0.552 | ||
Motivations—Composite Mode B | ||||
To taste the different types of olive oil | −0.055 (0.268) | 1.487 | ||
To buy olive oil in a factory | 0.143 (0.047) | 1.444 | ||
To learn about the olive oil world | 0.344 (0.000) | 1.273 | ||
To eat and drink traditional products of this zone | 0.441 (0.000) | 1.387 | ||
Entertainment | 0.119 (0.119) | 1.659 | ||
Relax | 0.002 (0.493) | 1.951 | ||
To spent a day outdoors | 0.297 (0.001) | 1.684 | ||
To know the geographical area | 0.157 (0.030) | 1.270 | ||
To visit friends and/or family | 0.234 (0.007) | 1.148 | ||
Work reasons | −0.201 (0.000) | 1.667 |
(1) | (2) | Rho_A | AVE | |
---|---|---|---|---|
(1) Gastronomic experience | 0.720 | 0.817 | 0.519 | |
(2) Motivations | 0.521 | 1.000 | n/a |
R2 | Q2 | |
---|---|---|
Gastronomic experience | 0.271 | 0.125 |
Hypotheses | Suggested Effect | Coeff. Path (β) | t Value | Confidence Interval (95%) | Supported? | |
---|---|---|---|---|---|---|
5% | 95% | |||||
H1: Motivations → Gastronomic experience | (+) | 0.521 *** | 14.562 | 0.444 | 0.564 | Yes |
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Moral-Cuadra, S.; Acero de la Cruz, R.; Rueda López, R.; Salinas Cuadrado, E. Relationship between Consumer Motivation and the Gastronomic Experience of Olive Oil Tourism in Spain. Sustainability 2020, 12, 4178. https://doi.org/10.3390/su12104178
Moral-Cuadra S, Acero de la Cruz R, Rueda López R, Salinas Cuadrado E. Relationship between Consumer Motivation and the Gastronomic Experience of Olive Oil Tourism in Spain. Sustainability. 2020; 12(10):4178. https://doi.org/10.3390/su12104178
Chicago/Turabian StyleMoral-Cuadra, Salvador, Raquel Acero de la Cruz, Ramón Rueda López, and Enrique Salinas Cuadrado. 2020. "Relationship between Consumer Motivation and the Gastronomic Experience of Olive Oil Tourism in Spain" Sustainability 12, no. 10: 4178. https://doi.org/10.3390/su12104178
APA StyleMoral-Cuadra, S., Acero de la Cruz, R., Rueda López, R., & Salinas Cuadrado, E. (2020). Relationship between Consumer Motivation and the Gastronomic Experience of Olive Oil Tourism in Spain. Sustainability, 12(10), 4178. https://doi.org/10.3390/su12104178