Thursday 21.09.23 & Friday 22.09.23

We are looking forward to spend some time with you on “Attitudes towards farmed fish and fish farming and intersections with tourism”!

Attitudes are introduced as one important component for understanding how consumers make decisions. We will dig deeper into the concept of attitudes and discuss how, and why, attitudes are important for consumer decision-making (in the context of marine food) and the role of attitudes when developing aquaculture in Sweden and elsewhere. We may refer to these two areas as attitudes towards the process (farming) and attitudes towards the product (farmed fish).

You will watch two recorded lectures about Swedish Citizens’ attitudes towards farmed fish, and how tourism and aquaculture may interact. The different sections of the day look as follows:

Theoretical background – Theory of Planned Behaviour
Attitudes towards farmed fish - the product
Attitudes towards farming – the process

Schedule for Thursday

1. Theoretical background – Theory of Planned Behaviour

The Theory of Planned behaviour is one way to understand how attitudes influence our intentions and behaviour. Please watch the videos below. You may also choose to watch other videos in case you want to dig deeper into the theoretical background.

Theory of planned behaviour

https://www.youtube.com/watch?v=nZsxuD3gExE

and/or

https://www.youtube.com/watch?v=DFn-IOcpd8A

Components of attitudes

https://www.khanacademy.org/test-prep/mcat/behavior/physiological-and-sociocultural-concepts-of-motivation-and-attitudes/v/components-of-attitude

Optional: Attitude influences behaviour (=TPB).

https://www.khanacademy.org/test-prep/mcat/behavior/physiological-and-sociocultural-concepts-of-motivation-and-attitudes/v/attitude-influences-behavior

2. Attitudes towards farmed fish - the product

Core Reading

Olsen_Antecedents of Seafood Consumption Behavior.pdf

Olsen, S. O. (2004). Antecedents of seafood consumption behavior: An overview. Journal of aquatic food product technology, 13(3), 79-91.

https://www.tandfonline.com/doi/pdf/10.1300/J030v13n03_08?casa_token=jBHjUFsjq_AAAAAA:CH4m71qtReLWHtn2UlsToHPzmI0460iaeAgDfMHdwqQ3YqYRxi3AXavkHBUT-ptgulLsrIkO0VA7

Optional Reading

Domenico Carlucci, Giuseppe Nocella, Biagia De Devitiis, Rosaria Viscecchia, Francesco Bimbo, Gianluca Nardone, Consumer purchasing behaviour towards fish and seafood products. Patterns and insights from a sample of international studies, Appetite, Volume 84, 2015, Pages 212-227

Carlucci et al..pdf

https://reader.elsevier.com/reader/sd/pii/S0195666314004887?token=99DCC50B81690F0031CD80E0559BA62A1FFA4E2E60DD1C68EBAE72CBDE87EAC89F267D72501E602D20B140C43D013FD6

Recorded Lecture with Kåre Skallerud (35 min)

WHAT CAN MARKETING OFFER SUSTAINABILITY? Professor Kåre Skallerud, The Arctic University of Norway

https://play.gu.se/media/t/0_koguc8y0

3. Attitudes towards farming – the process

Core Reading

Mazur, N. A., & Curtis, A. L. (2008). Understanding community perceptions of aquaculture: lessons from Australia. Aquaculture International, 16(6), 601-621.

Mazur and Curtis.pdf

https://link.springer.com/article/10.1007/s10499-008-9171-0

OR

Whitmarsh, D. and P. Wattage (2006). "Public attitudes towards the environmental impact of salmon aquaculture in Scotland." European Environment 16(2): 108-121.

https://onlinelibrary.wiley.com/doi/abs/10.1002/eet.406

FILE: European Environment - 2006 - Whitmarsh - Public attitudes towards the environmental impact of salmon aquaculture in.pdf

Social and Economic Value

Video by John: attitudes of local residents (the community) towards aquaculture:

https://play.gu.se/media/John+Armbrecht+FILM2/0_3vygb6xv

Example from NSW Aquaculture

https://www.youtube.com/watch?v=UFLAohWbork

Summary and discussion 11:00-12:00 (Icelandic timme)

Please log here to join the summary and discussion session

Join Meeting at: https://gu-se.zoom.us/j/61787815263?pwd=S1o3YVRtYVlDdDN5QyswZXpVV2VyUT09

Study questions

Explain the role of attitudes in decision-making
Describe how attitudes towards a marine food product develop
How are attitudes towards mariculture products (e.g. farmed fish) different from attitudes towards the process of farming fish
Discuss different factors that influence consumer attitudes.
Thinking about attitudes: what can aquaculture stakeholders do to increase farmed fish consumption?

4. What is tourism and nature-based tourism?

Watch the one hour video from Laufey Haralsdottir, Pr. at Hólar University,

You will learn what is tourism and nature-based tourism. This is a good preparation for the lectures to come tomorrow.

Friday 22.09.23 & Monday 25.09.23

Stakeholder Theory and its relevance in aquaculture and tourism development (Reading on Friday and meeting on Monday)

Welcome to this theme when we will discuss stakeholder related to coastal development. Focus is on aquaculture and tourism development.

Below are videos and reading material to get an insight into stakeholder theory and the effects/values stakeholders perceive. You will work your way through the topics sequentially. If you have any questions during the day, do not hesitate to contact me (erik.lundberg@handels.gu.se).

At Monday (at 14.00, CET or Noon, Icelandic time), we’ll meet for a brief discussion of the topics. Please consider the following study questions while watching and reading the materials:

Describe and discuss important stakeholders in coastal communities
- What are their roles for aquaculture development
- What are their roles for tourism development
How can stakeholder conflicts be addressed?

Summary:

Friday

Stakeholder Theory - Edward Freeman
Important stakeholders and stakeholder groups – Stan McGahey
Locals and tourism development - Erik Lundberg

Monday

Discussions (14.00, CET)

1. Stakeholder Theory - Edward Freeman

NB! It seems like this video is not working. I have uploaded a presentation instead that I will go through briefly with you. Apologies. Here is link to presentation: Erik Lundberg_Stakeholders_english.pdf

First, please watch the video by Edward Freeman about Stakeholder Theory. The complete video is 45 minutes long, of which the first 17 minutes and 40 seconds are the most relevant for this course. If you are curious, you may continue watching in order to understand further the relevance of Stakeholder Theory for businesses.

https://www.youtube.com/watch?v=Ih5IBe1cnQw

2. Important stakeholders and stakeholder groups – Stan McGahey

After the video by Freeman, please watch the following video to get an idea about important stakeholders and groups of stakeholders in the Tourism industry.

Video #4 Tourism Stakeholders Triangle (9 narrated slides, 4:58)

3. Locals and tourism development - Erik Lundberg

In this video, I briefly introduce the stakeholder group “locals” in the context of coastal (tourism) development.

READING: Stakeholders in the tourism industry

Please read the following article by Byrd on Stakeholders in Sustainable Tourism Development and their Roles: Applying Stakeholder Theory to Sustainable Tourism Development.

Byrd 2006.pdf

https://www.emerald.com/insight/content/doi/10.1108/16605370780000309/full/pdf?title=stakeholders-in-sustainable-tourism-development-and-their-roles-applying-stakeholder-theory-to-sustainable-tourism-development

Monday

1. Discussions Friday’s readings and videos (14.00, CET), ca 45 minutes

We’ll meet up with you to digest and discuss the material of the day.

Log in to the following Zoom-meeting:

The discussion should be based around the study questions and beyond:

Describe and discuss important stakeholders in coastal communities
- What are their roles for aquaculture development
- What are their roles for tourism development
How can stakeholder conflicts be addressed?