Coastal Tourist Interest in Value-Added,Aquaculture-Based,Culinary Tourism Opportunities

Despite increasing focus on sustainable aquaculture investment in the U.S. coastal zones, the aquaculture industry continues to face skepticism among consumers due to perceived negative environmental impacts, and health and food safety concerns. Partnering with culinary tourism and local food promotion efforts has potential for improving public outreach about the benefits of aquaculture, especially in coastal destinations where sustainable marine aquaculture and tourism are both occurring. Culinary tourism implies that local foods reflect the local livelihood and culture, and may be important to the tourist's experience. Aquaculture is becoming increasingly valuable to coastal destinations for assuring the steady availability of local seafood to meet demand and retaining commercial fisheries as a means to differentiate themselves to tourists. This study examined the role of subjective knowledge and attitude about aquaculture, and their effect on intention to participate in value-added culinary aquaculture tourism experiences. The study found that tourists' subjective knowledge and attitude about aquaculture influenced intentions to participate in culinary aquaculture tourism. In order for farmers or tour operators to be successful in diversifying with value-added culinary aquaculture, attention needs to be paid to educating consumers, which may be possible through strategic partnerships with tourism organizations, chefs, and restaurants.