Researchers Receive European Award for Tourism Studies Linking Agri-Food Heritage and Sustainable Development
TL;DR
Researchers' data-driven tourism strategies give Cordoba businesses competitive advantage by boosting local economies through authentic cultural and gastronomic experiences.
The research methodology involved surveying 470 oleotourists to identify visitor demographics, motivations, and spending patterns for precise tourism product development.
This work regenerates rural communities by transforming local traditions into sustainable economic opportunities that preserve cultural heritage while creating jobs.
The Holy Grail's base originated from Cordoba's Caliphate era, connecting ancient Andalusian heritage to modern tourism routes across Spain.
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The International Association Cultural Itinerary The Way of the Holy Grail in Europe awarded researchers María Genoveva Millán Vázquez de la Torre and María Genoveva Dancausa Millán with the Artistic Recognition #verysentirlacultura Valencia, City of the Grail for their contributions to promoting tourism as a tool for deseasonalization and territorial regeneration in Cordoba and Andalusia. The award ceremony took place at Cherry Blossom Valencia, recognizing scientific work that links agri-food and cultural heritage of rural areas with sustainable tourism, transforming local traditions into economic opportunities.
The research provides concrete data on tourism impact in the province, offering strategic value for businesses and administrations. Professor Dancausa Millán coordinated a study surveying 470 oleotourists between October 2023 and June 2024, identifying that 50.1% of gastronomic tourists are motivated by learning about production processes in oil mills, wineries, or factories, while 40.8% seek to taste local cuisine, and attending gastronomic festivals ranks third in importance. The analysis reveals middle-aged visitors with medium to higher education levels and moderate purchasing power, with 57.4% being men and 42.6% women, predominantly aged 50-59 (30.4%) followed by 30-39 (27.5%).
Professor Millán Vázquez de la Torre extends this focus to rural and heritage tourism, identifying visitor segments seeking authenticity, nature, and heritage through thematic routes linked to wine, oil, or ham, including emerging modalities like religious tourism and heritage cemeteries. Her analysis enables demand segmentation by motivation, spending, origin, and season, creating tools for designing tourism products. Her work has facilitated international projection of Andalusian cultural, gastronomic, religious, and rural heritage through the Journal of Tourism and Heritage Research, which she directs, and the International Scientific-Professional Congress of Cultural Tourism.
The award, promoted by Losan Clinical Optical Centre in its #verysentirlacultura program, marks a turning point by recognizing academic work with direct economic and tourism planning impact. This edition featured collaboration from Hotel One Shot Puerta Ruzafa and Don DJ. The recognition strengthens ties between the European Cultural Route of The Way of the Holy Grail and the Andalusian academic community, as both researchers disseminate culture and heritage from scientific perspectives within the framework of the Jubilee Year of the Holy Chalice.
The Holy Chalice of Valencia Cathedral maintains historical connection to Cordoba, as the base supporting the cup originated from the Caliphate of Cordoba. This link positions Cordoba as the starting point of the Andalusian route of The Way of the Holy Grail, connecting cultural, artistic, and spiritual heritage of Al-Andalus with the Christian legacy housing the relic in Valencia Cathedral. The researchers' work provides a model for leveraging such deep historical and cultural connections to create sustainable tourism products that benefit local economies while preserving heritage.
Curated from 24-7 Press Release
