Diversification of olive farms in the tourism segment – demand analysis

Sa？etak Diversification of farms in the tourism segment is a kind of innovation in business and a response to the contemporary needs of tourists. The aim of the paper is to investigate the profile of visitors at olive farms, their motives and attitude towards olive tourism for better understanding of demand. The research was conducted during the 2019 tourist season on a sample of olive farms visitors in Istria (N = 113). The most important motives of the visit are to taste, to learn and to purchase olive oil, with some differences between visitors. Visitors believe that olive tourism is an additional motive for visiting a destination, but they also think that tourists are not sufficiently informed about the olive oil tourism offer. The obtained results can be used for better planning of touristic offer at olive farms