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Preferences for Local, Wild-Harvested Shrimp Among Coastal Tourists in South Carolina

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  • In 2004, United States (U.S.) shrimp landings comprised 11% of shrimp available to the domestic market. Asian and South America shrimp imports to the U.S. began reaching record levels in 2001, following European Union tariffs on Asian shrimp. The increased import supply resulted in drastic decline of ex-vessel and wholesale prices for domestic shrimp in the Southeast U.S. Consequently, the profitability and number of participating vessels throughout the Southeast U.S. have decreased. At the same time, U.S. per capita shrimp consumption has reached a record high. Despite new tariffs on imports from six countries and recently imposed limited entry to improve efficiency, the shrimp industry in the Southeast U.S. must become more competitive. In response, the Southeast U.S. states have formed a regional trade association and have been working to establish domestic, wild-harvested shrimp as a premium, higher-priced brand for the U.S. marketplace. One potential target market is coastal tourists. Tourism is a significant industry in South Carolina and the four largest coastal counties generate 56% of the state's total domestic travel expenditures. Successfully marketing premium shrimp to tourists depends upon quality certification, building linkages between local fishermen, restaurants, retailers, and tourism organizations, and probably, educating consumers who are visiting the region. While studies have explored seafood preferences of consumers, few have focused on tourists. The 2004 South Carolina Coastal Tourism survey was designed to identify regional tourist market segments and examine tourist preferences, subjective knowledge, beliefs, and consumption behavior regarding South Carolina shrimp. This paper explores selected results, focusing on the influence of tourists’ subjective knowledge about the shrimp fishery and shrimp preparation on their preferences for shrimp attributes (e.g., origin, freshness, reputation) and the influence of these preferences on their shrimp purchasing behavior at the coastal destination. The results demonstrate that South Carolina coastal tourists have a low level of subjective knowledge about shrimp. Therefore, the ability of coastal tourists to discriminate among shrimp attributes (especially related to origin) may be limited. Recommendations suggest that the tourism and seafood industries, retailers and restaurants on the South Carolina coast should engage in a collaborative marketing strategy focused on educating South Carolina coastal tourists about local, wild-caught shrimp product.
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  • Jodice, Laura, William C. Norman, Sajna Shenoy and Kyle M. Woosnam. 2006. Preferences for Local, Wild-Harvested Shrimp Among Coastal Tourists in South Carolina. In: Proceedings of the Thirteenth Biennial Conference of the International Institute of Fisheries Economics & Trade, July 11-14, 2006, Portsmouth, UK: Rebuilding Fisheries in an Uncertain Environment. Compiled by Ann L. Shriver. International Institute of Fisheries Economics & Trade, Corvallis, Oregon, USA, 2006. CD ROM. ISBN 0-9763432-3-1
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  • The National Oceanic & Atmospheric Administration Marine Fisheries Service, United States Department of Commerce (NOAA Fisheries); United Kingdom Department for Environment, Food and Rural Affairs (DEFRA); The United States Agency for International Development supported Aquaculture Collaborative Research and Support Program (ACRSP).
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