Córdoba Researchers Win Award for Tourism Economic Regeneration Work

Researchers María Genoveva Millán Vázquez de la Torre and María Genoveva Dancausa Millán have been honored with the Artistic Recognition #verysentirlacultura "Valencia, City of the Grail" award from the International Association Cultural Itinerary The Way of the Holy Grail in Europe for their groundbreaking work in tourism research. The award ceremony took place at Cherry Blossom Valencia and was promoted by the Losan Clinical Optical Centre, recognizing their scientific contributions to linking agri-food and cultural heritage with sustainable tourism development. Their research provides concrete data and strategic insights that help transform local traditions into economic opportunities while promoting territorial regeneration in Córdoba and Andalusia.

The researchers' work offers detailed analysis of tourist motivations and behaviors, with Professor Dancausa Millán's study of 470 oleotourists revealing that 50.1% are primarily motivated by learning about production processes in oil mills and wineries, while 40.8% seek to taste local cuisine. The research identifies a profile of middle-aged visitors (predominantly 50-59 years old) with medium to higher education levels and moderate purchasing power, characterized by cultural and gastronomic interests who make short getaways for authentic olive oil experiences. Professor Millán Vázquez de la Torre extends this focus to rural and heritage tourism, identifying visitor segments seeking authenticity through thematic routes linked to wine, oil, and ham, while also exploring emerging modalities like religious tourism.

The award marks a significant milestone as it represents the first time academic work with direct economic and tourism planning impact has been recognized within the framework of the Jubilee Year of the Holy Chalice. The recognition strengthens ties between the European Cultural Route of The Way of the Holy Grail and the Andalusian academic community, while highlighting Córdoba's historical connection to the Holy Chalice through its Caliphate-era base. The researchers' work has achieved international projection through the Journal of Tourism and Heritage Research and the International Scientific-Professional Congress of Cultural Tourism, positioning Loyola University as a knowledge hub in tourism, heritage, and sustainability while providing practical tools for local businesses and administrations to design effective tourism products.