Ham Tourism in Andalusia: An Untapped Opportunity in the Rural Environment

Iberian ham is a food product of great quality endorsed by Protected Denominations of Origin, which is beginning to be marketed as a tourist product, and visits to pastures, ham dryers, etc., are becoming tourist attractions in the rural areas of Andalusia. In this research, a factor analysis with VARIMAX rotation is carried out to determine the factors that influence the development of ham tourism. Five components are determined, of which the supply factor is one of the most important. Pull factors are highlighted as the local gastronomy and heritage, among others, and push factors include visiting dryers, pastures, and ham museums. Based on these results and the descriptive analysis of the profile of the ham tourist, it is found that the ham tourist is very satisfied with the visit made, and that the tourist would repeat the experience. However, it is observed that it is necessary to create routes combined with other better known gastronomic products, such as wine, and carry out marketing campaigns to publicize this tourist product in the national and international market, because at present it is local tourists who perform this type of tourism.

Automated summary

The study reveals that factors such as supply, local gastronomy, and heritage have a strong influence on ham tourism. Pull factors include visiting dryers, pastures, and ham museums. The profile of ham tourists shows high satisfaction and a willingness to repeat the experience. However, it is suggested that routes combining other well-known gastronomic products, such as wine, should be created, along with marketing campaigns to promote this tourist product in national and international markets.