POTENCIACIÓN Y VENTA DE PRODUCTOS PREMIUM A TRAVÉS DEL OLEOTURISMO
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2019-05
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Jaén: Universidad de Jaén
Resumen
[ES] El presente Trabajo de Fin de Grado está contextualizado en el ámbito de Marketing turístico principalmente desde el terreno empresarial y observando cómo afecta el comportamiento del consumidor a las actividades oleoturísticas que realizan las empresas productoras de AOVE.
El objetivo que se persigue con este trabajo es averiguar si, a través de ofrecer actividades turísticas en almazaras, aumenta la venta de productos Premium, en este caso AOVE Premium.
Para elaborar dicho estudio se han realizado encuestas a cinco almazaras jiennenses que ofertan actividades de oleoturismo y que venden AOVE Premium.
Como resultado, se puede observar que existe una relación positiva entre ambas actividades, a mayor oferta de actividades oleoturísticas, más AOVE Premium se vende en las almazaras.
[EN] This end of degree work is contextualized within the area of tourism marketing mainly from the business field and observing how the consumer behavior affects the olive-growing activities carried out by the production companies of EVOO. The objective pursued with this work is to find out if, through offering tourist activities in oil mills, the sales of Premium products increases, in this case Premium EVOO. In order to elaborate this study, surveys have been carried out at five Jaén oil mills that offer oleotourism activities and sell EVOO Premium. As a result, it can be observed that there is a positive relationship between both activities, the greater the offer of oleotourist activities, the more EVOO Premium is sold in the mills.
[EN] This end of degree work is contextualized within the area of tourism marketing mainly from the business field and observing how the consumer behavior affects the olive-growing activities carried out by the production companies of EVOO. The objective pursued with this work is to find out if, through offering tourist activities in oil mills, the sales of Premium products increases, in this case Premium EVOO. In order to elaborate this study, surveys have been carried out at five Jaén oil mills that offer oleotourism activities and sell EVOO Premium. As a result, it can be observed that there is a positive relationship between both activities, the greater the offer of oleotourist activities, the more EVOO Premium is sold in the mills.