A profile of the south carolina shrimp tourist
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Travel and tourism industry trends in South Carolina. Largest employer ... Are South Carolina coastal tourist culinary tourists? What are the attitudes, preferences, ...

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A profile of the south carolina shrimp tourist l.jpg

A Profile of the South Carolina Shrimp Tourist

What does coastal tourism have to do with the commercial shrimp industry?

William C. Norman, Laura W. Jodice & Sajna Shenoy

Recreation, Travel and Tourism Institute

Department of Parks, Recreation & Tourism Management

Clemson, South Carolina


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Outline

  • Background

    • US South Atlantic shrimp industry problems

    • SC Shrimp industry problems

    • SC Tourism trends

  • Linking coastal tourism and shrimp in South Carolina

    • Can tourism help the South Carolina shrimp industry survive?

  • Shrimp and Tourism survey

    • Do SC Coastal tourists prefer local, wild-caught shrimp?

  • Restaurant study

    • Are coastal restaurants willing to pay a higher price for local, wild-caught shrimp?


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South Carolina Shrimp - Background

  • Coastal fishing communities in transition

  • Declining fisheries

  • Coastal development pressures

  • Increasing gentrification

  • Magnuson-Stevens Fishery Conservation and Management Act - National Standard 8:

    • Conservation and management measures shall…take into account the importance of fishery resources to fishing communities in order to…

    • provide for the sustained participation of such communities

    • to the extent practicable, minimize adverse economic impacts on such communities.


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SC Shrimp Industry Assistance

South Carolina Shrimp - Background

$5.6 million

$2 m (National Marine Fisheries Service)

$3.6 m (SC share from congressional allocation to SE)

Subsidy to shrimpers

  • Marketing and quality development

    • $538K - Clemson University Extension (PSA)

    • $184K - Southern Shrimp Alliance

    • $100K - S.C. Seafood Alliance

    • $ 60K - S.C. Shrimpers Association

  • Business/Financial training

  • Economic analysis

  • Food science/packaging

  • Tourism

  • Marketing Plan

  • Processing


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US South Atlantic Shrimp - Problems

Increased operating costs

  • Govt Regs: TEDs, BRDs

  • Fuel

    Overcapacity (too many boats)?


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US South Atlantic Shrimp - Problems

  • Competition with imports?

  • EU tariff on shrimp = redirection of shrimp to US (chloramphenicol and nitrofuran)

  • Aquaculture product meets restaurant/chef preferences

U.S. Landings and Import of Shrimp


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US South Atlantic Shrimp Problems

  • Most valuable US domestic species, but prices have declined…

    • Wholesale price lowest in 40 yrs

    • Import prices decreased as much as 28 % (2000 to 2002)

    • Value of harvest decreased 50% or $690 million (2000 to 2002).

U.S. Shrimp Prices, Ex-vessel, 1998-2003(ytd)


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U.S. Consumption of Shrimp is Rising Steadily

US South Atlantic Shrimp - Problems

Note: Fisheries of the United States, National Marine Fisheries Service. Shrimp, all preparations. e=estimated by FAS staff (Tom Westcot, 2003, FAS, USDA)


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South Carolina Shrimp - Problems

Can South Carolina shrimp compete in the global marketplace?

U.S. Shrimp Harvest, by Region in 2001

South Atlantic

< 1% of total available shrimp in US

South Carolina

< 0.1%


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South Carolina Shrimp - Problems

Additional challenges…

  • 900 vessel permits - 200 active vessels

  • Prime coastal real estate OR shrimp heritage?

  • Aging dock owners/fishermen (retirement?)

  • Individuality of fishermen

  • Quality

  • Lack of crew

  • Reliance on out-of-state processors

  • Roadside “peddlers”

  • Many seafood restaurants - few serving local, wild-caught shrimp

  • Confusing restaurant pricing

  • Conflict with recreational shrimp baiting?

  • Not enough shrimp to meet local demand


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South Carolina Shrimp - Solutions

U.S. International Trade Commission (ITC)

Antidumping Duty Investigations

  • Government/regulatory?

    • Import tariffs

    • Fleet reduction

    • Government subsidies

= 74% of imported shrimp


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South Carolina Shrimp - Solutions

  • Branding & Niche marketing?

    • Local, wild-caught

    • “Sweet South Atlantic White”

    • In season

    • Organic

    • Sustainable

    • Mark of quality

  • Business/Financial training?

  • Cooperatives?

  • Outreach/Education?


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South Carolina Shrimp - Solutions

  • Direct Marketing ?

    • Restaurant chefs

    • Public markets

    • Dockside purchase

    • Coastal tourist or home use?

  • Partnership with coastal tourism industry?


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South Carolina Shrimp - Solutions

  • Travel and tourism industry trends in South Carolina

    • Largest employer and top industry

    • 30% income is domestic travelers ($2.07 billion) at restaurants, grocery stores and other eating and drinking establishments

    • Eating-place sales up by 5.7% (2002 to 2003)

    • 3 of top 5 counties were coastal counties = 56% total combined travel expenditures in SC


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South Carolina Shrimp - Solutions

Partnership?

  • What is the potential for marketing locally harvested shrimp to coastal visitors?

  • Benefit both industries?

  • Integration with other tourism initiatives?

COASTAL

TOURISM

Culinary

Heritage/Cultural

Ecotourism

Recreation

Agritourism

COMMERCIAL

SHRIMP HARVEST

?

“SHRIMP TOURISM”


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Does “shrimp tourism” already exist?

South Carolina Shrimp - Solutions


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Could more shrimp ecotourism be developed?

South Carolina Shrimp - Solutions

Commerical boat?

Eco-tour boat?


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South Carolina Shrimp and Tourism Project

Survey SC coastal visitors re: local, wild caught shrimp

  • Are South Carolina coastal tourist culinary tourists?

  • What are the attitudes, preferences, and behaviors of South Carolina Coastal visitors toward local, wild-caught shrimp, when traveling?


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South Carolina Shrimp and Tourism Project

Methodology

  • Survey #1 – Culinary Tourism Survey

  • Conceptual model development

  • ID/understand culinary tourist segments

  • Survey #2 – Shrimp Interest Survey

  • Attitudes, preferences, & behaviors re: shrimp

  • Segment coastal culinary visitors (apply model)

  • ID potential target markets

VARIABLES

VARIABLES

  • SHARED VARIABLE

  • Food and travel general preferences

  • Importance of attributes

  • Preferences

  • Beliefs/expectations

  • Shrimp activity on your trip

  • Interest in new experiences

  • Knowledge about shrimp

  • Most recent SC trip

  • Demographics

  • Food neophilia

  • Food variety seeking

  • Enduring involvement/food

  • Hedonic consumption/food

  • Personal values

  • Quest for authenticity

  • Most recent SC trip

  • Demographics

clusters

explain

explain ?


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Anticipated Outcomes

South Carolina Shrimp and Tourism Project

  • Better informed industry

  • Mutually beneficial partnership with integrated strategy

  • SC shrimp industry marketing plan

  • Outreach & Education (SC Shrimp Alliance/Seafood Association)


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Related research

South Carolina Shrimp and Tourism Project

  • Restaurant Interviews:

    • Are coastal restaurants willing to purchase direct or pay a higher price for local, wild-caught shrimp?

  • Seafood tourism case studies



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South Carolina Shrimp and Tourism Project

Methodology

  • Pilot testing March/April 2004

  • Field survey May – October, 2004 (during shrimp season)

    • 6 SC coastal counties

    • Systematic selection at 24 visitor sites

    • Random times

    • Intercept with mail follow-up

  • Analysis

    • Statistical analysis (Factor analysis, Cluster analysis, MANOVA, ANOVA, Chi-square)

    • Non-response analysis

  • Recommendations & Outreach


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