Exploring tourists' attitudes towards Cretan extra virgin olive oil
2011
Farrah, A.
Crete is one of the most beautiful Greek islands, featured by the natural beauty and the mild climate which motivate tourists from different countries of the world to enjoy their holidays in this island. Crete is also known for the quality of its agricultural products, due to the good climate. The main goal of the study is to explore the tourists' satisfaction with Cretan extra virgin olive oil features (appearance, taste, aroma, color, acidity, packaging and price). Furthermore this study aims to investigate the tourists' attitudes towards health benefits and nutritional values of Cretan extra virgin olive oil. Our study also tries to state the importance of the motivations affecting tourists for preferring Crete and Chania as a tourism destination, also highlighting the role of Cretan local food and prices. Cross-tabulations and Pearson's correlation coefficient were used in order to address the association and the correlation among the features of Cretan extra virgin olive oil and its health attributes with other particular features. One-way Analysis of Variance (ANOVA) was used to compare the means of the tourists towards specific attributes, and the multiple regression model was used to predict factors affecting some features of Cretan extra virgin olive oil. Effective results are provided describing the tourists' preferences and attitudes as well as an exploration of the satisfaction levels towards Cretan extra virgin olive oil features and its health attributes.
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