Clemson International Institute for Tourism Research & Development

Research Project

Developing the Shrimp-Tourism Relationship through a Combination of Culinary Research, Chef Training and Tourist Education

Investigators: Dr. William C. Norman (Director, RTTI) & Laura W. Jodice (Research Associate, RTTI); Dr. Marge Condrasky (Food Science)
Graduate Students: David Howell (PhD, Food Science), Morgan Dayton (MS, PRTM)
South Carolina Shrimp Association, South Carolina Seafood Alliance, Southern Shrimp Alliance (SSA)
Funding Source:
Gulf and South Atlantic Fisheries Foundation
Products: South Carolina Shrimp "Sea" the Difference (brochure for tourists);
South Carolina Shrimp "Sea" the Difference Advice for Chefs (Chef Booklet)

Final report 85-05-41000.pdf

Project Description:

The goal of this project is to develop consumer (i.e., tourists, restaurant managers/chefs) willingness to pay a higher price for local wild-caught shrimp in South Carolina and ultimately the South Atlantic region. The project will identify and facilitate educational and outreach strategies which help develop and utilize partnership between South Carolina’s commercial shrimp, coastal restaurants, and coastal tourism industries. Ultimately, South Atlantic wild-caught shrimp species will be viewed as attractive and accessible to tourists visiting South Carolina.

The project involves: 1) culinary research to help develop best tasting low-country recipes featuring South Atlantic wild-caught shrimp; 2) case study of coastal seafood restaurant purchasing practices - barriers and benefits regarding purchase of local shrimp (interviews) 3) development and delivery of chef training workshops and printed materials which include use of low country recipes, quality and heritage of wild-caught shrimp on the South Atlantic coast, best practices for developing partnerships with local fishermen, and marketing strategies (fishermen will be involved in providing input to training development and in training delivery); 4) in partnership with the South Carolina coastal tourism industry in Charleston, Myrtle Beach, and Beaufort/Hilton Head areas—development and distribution of tourist oriented public relations pieces and brochures with educational information about South Atlantic shrimp (from sea to table/restaurant); 5) distribution of public relations pieces to regional tourist magazines and websites; and 6) development and distribution of a tourist oriented brochure with educational information on South Atlantic Shrimp to visitors centers in South Carolina. This project will integrate the results of the coastal tourism survey conducted under the Shrimp and Tourism project discussed above.