INNOVATION IN OLIVE OIL TOURISM: A SYSTEMATIC LITERATURE REVIEW
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Abstract
This paper examines the link between innovation and olive oil tourism, a rural tourism product tied to agricultural heritage and local identity. A systematic review of Scopus-indexed studies shows research is limited and centered in Mediterranean countries, particularly Spain. Studies mainly focus on "innovation through tradition," where creative reinterpretations of olive-based culture, gastronomy, and landscapes enhance tourism experiences. Olive oil tourism emerges as a hybrid model, blending traditional knowledge with modern practices to boost competitiveness and development. However, further empirical research is needed to understand how innovations are implemented and perceived by tourists and communities. Future research should broaden geographic scope and address community participation and service innovation.
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