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Shrimp & Tourism Proposal
Recreation, Travel And Tourism Institute
William C. Norman and Laura
W. Jodice 864-656-2060
INTRODUCTION
This portion of the project refers to section 2.4.b. in the South Carolina
Shrimp Fishery Assistance proposal prepared by Clemson University—Research
to support the development of a marketing plan for the S.C. shrimp industry
to promote a stable market with fair prices. Research and results will
be integrated with marketing plans developed through Clemson Spiro Center
(2.4.a) and those provided in the other shrimping states in the Southeast
to facilitate differentiation of domestic shrimp from imports.
The purpose of this portion of the project is to assist the South Carolina
Shrimp Industry through research that examines the potential of marketing
locally harvested shrimp to coastal visitors in partnership with the state’s
travel and tourism industry. It is our belief that a “community-based
food systems enterprise” could be developed that focuses on increasing
revenues of locally harvested shrimp through direct or indirect sales
to tourists along South Carolina’s coast.
UNDERLYING ASSUMPTION
The goals of tourism development are the flow of “new” dollars
to the region, increased employment and entrepreneurial opportunities
for local residents, and the generation of tax revenues. However, tourism
is a not a panacea for a community or industry’s economic current
situation. Rather, we view tourism as a diversification strategy that
may enhance the quality of life of a community or industry by integrating
tourism with other sustainable economic development activity. As a result,
before a new marketing strategy aimed at promoting locally harvested wild
shrimp to coastal visitors is undertaken, valid and reliable research
is needed that assesses the potential of marketing, packaging and distributing
shrimp to tourists.
BACKGROUND
What is a “Community-based food systems enterprise?”
- Local farmers and ranchers (commercial shrimp harvesters)
produce and market their product to consumers, either directly or through
restaurants and grocery stores.
- Shrimp harvesters might bypass the traditional channels
of distribution and provide fresh, safe, high quality shrimp to the
community while simultaneously increasing their revenues.
- Partnership is key.
Why shrimp and travel/tourism industry partnership?
- Three of the top five tourism destinations in South
Carolina are coastal counties of Horry, Charleston and Beaufort.
- Greater cooperation between South Carolina’s
commercial shrimp and travel and tourism industries could benefit both
sectors of the state’s economy.
- With proper marketing research and a communication,
pricing and distribution strategy, the South Carolina commercial shrimp
industry may be able to successfully market their products and experiences
to segments of South Carolina coastal travelers at value-added prices.
- Availability of fresh, locally harvested shrimp and
the physical presence of a viable shrimp industry in coastal communities
may increase the attractiveness of the South Carolina Coast as a tourist
destination.
GOALS & OBJECTIVES
1. Assess the viability of a “community-based food systems enterprise”
for the South Carolina shrimp industry in partnership with the state and
coastal travel and tourism industry.
- Interviews with shrimp and tourism industries
(including markets and restaurants).
- Case studies (e.g., Tunica, Mississippi;
Pensacola, Florida; South Carolina).
2. Evaluate market potential of fresh and frozen, locally
harvested South Carolina shrimp to coastal visitors.
- Survey South Carolina Coastal tourists
- Current and preferred shrimp consumption while
visiting South Carolina coast (i.e., restaurants, roadside stands,
marinas, grocery stores and seafood markets)
- Barriers to the purchase of locally harvested
shrimp.
- Product preferences (shrimp size/type, value-added,
preparation)
- Prices willing to pay
- Importance of branding
- Knowledge/attitudes re: shrimp quality, safety,
and sustainability issues.
- Travel motivations, the travel decision-making
process, travel behavior and socio-demographic characteristics (i.e.,
age, gender, race, income, education)
- Media usage (source of tourism information
- Identify and describe target markets for South Carolina
shrimp industry.
- Analyze survey results to identify visitor segments
based on their preferences for, and consumption of fresh or frozen,
locally harvested, shrimp.
- Develop and present alternative tourist marketing
strategies.
3. Perform feasibility analysis of alternative business
opportunities
- Integrate results of industry inventory,
case studies, and market survey to define viability of potential alternative
business opportunities (e.g., direct marketing at dock).
- Work with Clemson team and industry
to assess feasibility of alternative strategies.
TIMELINE
| |
Quarter |
Activity |
F03 |
W04 |
SP04 |
SU04 |
F04 |
| Interviews with industry (shrimp, tourism, restaurant) |
X |
X |
|
|
|
| Interviews with tourists and survey development/pilot |
X |
X |
|
|
|
| Conduct tourist survey |
|
|
X |
X |
|
| Case study research and development |
X |
X |
X |
X |
|
| Analyze survey (target markets, define strategies)* |
|
|
|
|
X |
| Feasibility analysis, marketing plan objectives*
|
|
|
|
|
X |
* Requires input from industry inventory (Barkley and
Henry)
BUDGET
Faculty Salary: Coordinate marketing research, conduct interviews and
case studies, design survey
instruments and procedures, and write reports. ($17,919.00 & $4,659.00
fringe).
Graduate Student Salaries: Survey administration, data entry, and statistical
analysis ($17,203.00).
Supplies: Survey materials, printing, telephone, and postage ($5,000.00).
Travel: Case study development, on site interviews, and survey distribution
($6,000.00).
Total: $50,781.00
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Questions or comments: shrimp@clemson.edu
© 2001-2003 Clemson University Public Service Activities
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The Clemson University Cooperative Extension Service offers its programs to people of all ages, regardless of race, color, sex, religion, national origin, or disability and is an equal opportunity employer.
Clemson University Cooperating with U.S. Department of Agriculture, South Carolina Counties, Extension Service, Clemson, SC
Issued in Furtherance of Cooperative Extension Work in Agriculture and Home Economics, Acts of May 8 and June 30, 1914
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