RESEARCH

Research focuses on tourism issues relevant to both the coastal and upstate regions of South Carolina. Recent and past research represents two general initiatives: 1) travel marketing and consumer behavior and 2) nature-based, heritage and agricultural tourism.

• Visitor Needs Assessment and Economic Analysis at South Carolina Beaches (2006)
• Shrimp and Tourism in South Carolina (2004-2006)
• Developing the Shrimp-Tourism Relationship through a Combination of Culinary Research, Chef Training and Tourist Education (2004-2006)
• The Development and Implementation of a Strategic Tourism Marketing Plan for Fishing and Boating on the South Carolina’s Santee Cooper Lakes (2003-2006)
• A Study of the Economic Impact of the 2005 MCI Heritage
• Past research projects (1995-1999)

Visitor Needs Assessment and Economic Analysis at South Carolina Beaches

Investigators: Dr. Chi-Ok Oh (Assistant Professor, RTTI)
Graduate Students: Anthony Dixon (PRTM)& Jason Draper (PRTM)
Funding Source: South Carolina Ocean and Coastal Resource Management (OCRM), Deparment of Health & Environmental Control (SCDHEC)

Download June 2006 Report

Project Description:
The purpose of this study was to assist the office of Ocean and Coastal Resource Management (OCRM), South Carolina Department of Health & Environment Control (SCDHEC) to better understand visitor information by conducting economic impact and valuation studies and visitors’ needs assessment in terms of public beach access and associated facilities and analysis of current and projected visitor trends. The report was
written to help develop management strategies and priorities for improving such public access — including feasible alternative funding sources and strategies to acquire beachfront property and the long-term funding sources needed to develop and maintain the facilities in local and regional parks.

The report includes several specific objectives. First, the report provides an overview of South Carolina beach destination visitors’ trip characteristics, satisfaction and demographics. Second, the report projects current and future user recreational needs using various time-series secondary data sets to determine demand for beach access and facilities. The report also includes potential financing options to acquire and maintain access properties. An input-output model estimates the extent direct, indirect and induced economic impact. The report identifies beach visitors’ economic benefits of the development and maintenance of additional beach access points with parking spaces and other preferred facilities. Finally, the report determines the extent of the visitor (or user) needs to define demands for recreational use in beach access and facilities.

This study included a convenience sample of South Carolina beach visitors to Charleston, Hilton Head and Myrtle Beach during the months of March and April 2006. Names and addresses were collected from 495 visitors intercepted on the beach and mailed a followup questionnaire during April and May 2006 using a modified Dillman Total Design Survey Method (1978). Results are based on a sample size of 198.

Shrimp and Tourism in South Carolina

Investigators: Dr. William C. Norman (Director, RTTI) & Laura W. Jodice (Research Associate, RTTI)
Graduate Student: Sajna Shenoy (PhD, PRTM)
Partners: South Carolina Shrimp Association, South Carolina Seafood Alliance, Southern Shrimp Alliance (SSA)
Funding Source: NOAA National Marine Fisheries Service

Project Description:
RTTI is working with an interdisciplinary team of Clemson researchers (lead by Clemson Public Service) cooperating with the South Carolina Shrimp industry to develop a marketing plan for shrimp harvested in South Carolina (see http://www.clemson.edu/scshrimp/). The RTTI 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. This marketing effort is part of a broader effort for the Southeast Region of the US. The work is funded by federal funds allocated by the US Congress through the NOAA National Marine Fisheries Service. Research and results will be integrated with marketing recommendations developed through Clemson Spiro Center and those initiated by other shrimping states in the Southeast U.S. to facilitate differentiation of domestic shrimp from imports.

The purpose of the RTTI 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. In conducting this work, 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.

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. This will involve interviews with shrimp and tourism industries (including markets and restaurants) and development of case studies focusing on existing examples of linkages between tourism and the commercial shrimp industry.

2. Evaluate market potential of fresh and frozen, locally harvested South Carolina shrimp to coastal visitors. The work involves 1) Surveys of South Carolina coastal tourists during the 2004 summer tourist season. 2) Identification and description of tourist target markets (visitor segments and preferences) and related strategies for the South Carolina shrimp industry.

3. Perform feasibility analysis of alternative business opportunities. Results from the industry inventory (conducted by Mark Henry and David Barkley in the Clemson Department of Agricultural & Applied Economics) will be integrated with the case studies and tourist market survey to define viability of potential alternative business opportunities (e.g., direct marketing at dock). RTTI will then work with the Clemson research team and the shrimp industry to assess the feasibility of alternative strategies.

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)
Partners: 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 hlep 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 ofpublic 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.

The Development and Implementation of a Strategic Tourism Marketing Plan for Fishing and Boating on the South Carolina’s Santee Cooper Lakes

Investigators:Dr. William C. Norman (Director, RTTI), Dr. Gerard Kyle (Texas A&M), Dr. Al Marsinko (Forestry & Natural Resources), Laura W. Jodice (Research Associate, RTTI)
Partner: Santee Cooper Counties Promotion Commission (Mary Shriner, Executive Director)
Cooperators: Miller White, Regional Biologist, South Carolina Department of Natural Resources – District V (Lakes Marion and Moultrie); Doug Allen, President, Santee Cooper Guide Association

Funding Source: Recreational Boating and Fishing Foundation

Draft Final Report: SanteeCooper.pdf

Project Description:
Consistent with the Santee Cooper Commission’s mission, this project is designed to improve the region’s ability to attract repeat and new angling tourists and their families, specifically, non-resident anglers from out-of-state and resident anglers from outside the Santee Cooper region. In the long term, this project will contribute to strengthening the resilience of the Santee Cooper regional recreational fishing economy by improving the efficacy and efficiency of our marketing materials. This project will also demonstrate how the Recreational Boating and Fishing Foundation Water Works Wonders campaign might be used effectively to attract a variety of anglers to a region. In addition to producing better advertising materials in the short term, research outcomes will provide information useful in training local fishing guides and other associated service providers through outreach efforts delivered by Clemson University’s RTTI.

OBJECTIVES:

• Conduct research necessary to segment recreational anglers visiting the Santee Cooper area.
• Provide information necessary for a specialized recreational fishing and boating fulfillment piece to be distributed by Santee Cooper Country.
• Assist with development of a targeted promotional campaign which integrates the Water Works Wonders materials and is aimed at encouraging both repeat visitations among existing market segments in addition to attracting new visitors with similar characteristics.
• Evaluate the success of segment based promotional materials through inquiry tracking linked to specific media.
• Conduct an inquiry conversion study.
• Develop recommendations for materials and curricula suitable for providing marketing training to guides and other recreational angling service providers.
• Inform the recreational fishing industry and resource managers about results of research and tracking of recreational angling related tourism in the region through educational materials and workshops.

A Study of the Economic Impact of the 2005 MCI Heritage

Investigators:Dr. Sheila J. Backman,(PRTM), Dr. William C. Norman (Director, RTTI), Dr. Ken Backman (PRTM), Dr. Robert Brookover (Sport Management, PRTM), Dr. Mark Henry (Applied Economics and Statistics)
Partner:
Funding Source: Heritage Classic Foundation

In 1999, Clemson University’ Recreation, Travel and Tourism Institute undertook an inclusive study on the impact of the MCI Classic-The Heritage of Golf tournament located on Hilton Head Island, South Carolina. The results of the economic impact analysis by Dr. Mark Henry found that the tournament (i.e., spectators, the Heritage Classic Foundation and sponsors) had a combined economic impact of $51,792,000 in Beaufort County and contributed 968 full and part-time jobs. The study also provided a profile of the 1999 tournament spectators. Additionally, focus group research by Drs. Ken and Sheila Backman revealed that the Hilton Head Island business and community leaders identified six positive, five negative impacts of the weeklong tournament and made four common suggestions for increasing revenues in the region.

The proposed 2005 MCI Heritage study builds on the economic impact baseline that was developed in 1999 and provides the continuity needed in collecting and reporting economic impact statistics over time. In addition, the expertise developed with the on-site data collection allows for comparable data from the two studies. Clemson University researchers will also collaborate with the MCI Heritage marketing committee and the Hilton Head Island-Bluffton Chamber of Commerce in collecting marketing information beneficial to both organizations. Finally, having conducted the local business and community leader focus groups in 1999, Clemson University researchers will determine if the positive and negative impacts have changed and if the recommendations for increasing revenues have been met.

Research Projects (1995-1999)

Travel Marketing and Consumer Behavior Economic Impact of MCI Classic - The Heritage of Golf Tournament (1999)
Agency: Heritage Classic Foundation
Principal Investigator: Dr. Sheila J. Backman
Extramural Funding: $40,000 Myrtle Beach Entertainment

Holiday inquirer conversion study (1997-99)
Agency: Myrtle Beach Entertainment Holiday
Principal Investigator: Dr. William C. Norman
Extramural Funding: $15,000

Discover Upcountry South Carolina Travel Marketing Survey (1996-97)
Agency: Discover Upcountry Carolina Assocation and SCPRT
Principal Investigator: Dr. William C. Norman
Extramural Funding: $6,667.00

Upstate South Carolina State Park Interpretive Visitor Study (1996)
Agency: South Carolina Parks, Recreation and Tourism (Parks Division)
Principal Investigator: Dr. William C. Norman
Extramural Funding: $0.00

The Eldora Ski Area Marketing Study(1996-97)
Agency: Eldora Sky Area, Colorado
Principal Investigator: Dr. William C. Norman
Extramural Funding $0.00

Agricultural, Heritage, and Nature-based Tourism Survey of Visitors to the South Carolina Botanical Gardens' Wren House(1998)
Agency: South Carolina Botanical Gardens
Co-principal Investigators: Karen Dillard, Clemson University and Dr. William C. Norman
Extramural Funding: $0.00

A Profile of visitors to National Estuarine Research Reserves: Implications for Interpretive programs (1997-98)
Agencies: National Oceanic and Atmospheric Association through the South Carolina Department of Natural Resources.
Principal Investigator: Dr. William C. Norman
Extramural Funding: $34,500.00

Implementation and Evaluation of a Nature-based Tourism Packaging Business Model (1996-98)
Agencies: National Coastal Resources Research and Development; South Carolina Sea Grant Consortium, and South Carolina Parks, Recreation and Tourism
Co-Principal Investigators: Tammy Kibler & Dr. William C. Norman
Extramural Funding: $47,644.00

The Development of Ag-Tourism in Region I of the South Carolina Heritage Corridor: A Pilot project for examining the relationship between agriculture and tourism in South Carolina (1997-98)
Agency: Clemson University Extension
Principal Investigators: Dr. Grant Cunningham, Department of Planning and Landscape Architecture, Clemson University.
Intramural Funding: $10,000.00

Green Evaluations Study (1995-96)
Agency: The Ecotourism Society, North Bennington, Vermont
Principal Investigator: Dr. William Norman
Extramural Funding: $9,000.00

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