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Oleotourism is practiced and offered in areas with a strong tradition of olive oil production having ancient olive groves. While locals of olive growing areas often have a strong linkage with this cultivation, either for professional or personal reasons, scientific research about Oleotourism has little explored the residents' perspective, focusing on its demand. This research acknowledges that, due to the intense personal and professional connection that residents have with this cultivation, their attitude and positive disposition towards developing this kind of tourism cannot be ignored and may play a decisive role in its success. The paper explores the residents' attitude and their rational and emotional response to Oleotourism. The cognitive and affective factors are tested in a sample of 378 individuals using an online survey. Data have been analyzed with structural equations models (PLS-SEM). The results confirm that the rational perceived benefits induce the locals' supportive attitude, but affective and emotional elements are also influential that is the practices that locals love to do are also likely to be supported by them. These results show essential implications for the tourism management of olive-growing areas that seek the diversification of local economies through tourism practices.

Residents’ attitude and emotional response to Oleotourism: a case study of Extremadura (Spain)