Recreational Fishers In Tasmania: Understanding Experiences, Behaviours, Drivers, Communication Needs And Change Factors
Funder
Fisheries Research and Development Corporation
Funding Amount
$183,300.00
Summary
Following several discussions with Ms Gallichan, we now have a very good understanding of the research outcomes TARFish is seeking to achieve. These are:
• A rich understanding, from a marketing perspective of the segments that make up the recreational fishing market in Tasmania. • The attitudes and behaviours (particularly recreational fishing behaviours) of these segments and the associated demographics and geographics that will enable TARFish to target those segments that have ....Following several discussions with Ms Gallichan, we now have a very good understanding of the research outcomes TARFish is seeking to achieve. These are:
• A rich understanding, from a marketing perspective of the segments that make up the recreational fishing market in Tasmania. • The attitudes and behaviours (particularly recreational fishing behaviours) of these segments and the associated demographics and geographics that will enable TARFish to target those segments that have the propensity to become TARFish members together with the associated services that would appeal to prospective members. • The extent and nature of segment usage of ‘competitors’. In this sense competitors are considered to be other recreational activities that existing and prospective TARFish members undertake such as golf, archery, etc. • The brand preferences of existing and prospective TARFish members for a selected range of products and services that will enable TARFish to build a convincing business case to attract sponsorships.
As part of our background investigations, we have reviewed a number of relevant studies with perhaps the most relevant being the ‘2017-18 Survey of Recreational Fishing in Tasmania, J.M. Lyle, K.E. Stark, G.P. Ewing & S.R. Tracey, November 2019’. We understand an update to this study is expected to commence in October 2022. There are also several similar studies that have sought to segment recreational fishing that have been done in other locations, including a market segmentation of Virginia Resident Freshwater Anglers in the US (McMullin et al. 2001), segmenting anglers by lifestyles, lake types and management preferences in Michigan (Christopher Simoes 2014), and, more locally, anglers in The Great Barrier Reef Marine Park (Kyle and Sutton 2010). Older studies such as Potts’ (1992) study on recreational boaters and Adams’ (1992) segmentation of a recreational fishing market demonstrate the usefulness of understanding recreational fishing activity via correlation analysis to more effectively enhance and manage the sector. Of particular use and relevance is the ‘Take Me Fishing’ Segmentation undertaken in 2019 that developed recreational fishing and boating profiles such as ‘Family-Focused Relaxers’, ‘Active Social Families’, ‘Uncommitted’, ‘Avid Adventurists’, ‘Lukewarm Occasionalists’ and ‘Leisure time enjoyers’ in a study that was funded by the Recreational Boating and Fishing Foundation (RBFF) in the United States. This segmentation helped to not only define key profiles but was also able to estimate growth potentials of both the fishing and boating sectors; understand substitution activities (what they were doing instead of fishing and boating, which included camping, visiting parks, picnicking or hiking), key communication preferences as well as barriers for growth, e.g., not having enough time, preferring other activities, or not having the relevant skills or expertise and feeling clueless about how to get started. This project will draw on this approach, as well as our combined years of experience in undertaking segmentation studies in other market sectors, to address FRDC’s objective to design effective social and marketing approaches and communication strategies to support sustainable fisheries management.
It is clear to us that TARFish is seeking a ‘marketing’ outcome as opposed to an academic treatment to meet the business objectives of TARFish. Our considered opinion based on years of experience in undertaking similar studies, is that our proposed market segmentation, using the methodology, described below will deliver on the outcomes TARFish is seeking. It is cost effective and provides a robust evidence-base for decision making.
The first step for the project will be to host an inception meeting with the consulting team and any other key stakeholders (e.g. members of TARFish board) to establish and agree on the project scope and goals, including refining and defining the intended outcomes as listed outcomes.
The remainder of the method is broken down into the following steps/activities, which is inclusive of several mid-project workshops to meet with and debrief with key members of the team and ensure the project is on track to meet the required objectives (and/or to problem solve any issues, including identifying new opportunities, that arise during the course of the study):
Stage 1. Inception meeting with project investigators and any other identified key stakeholders [All team – including consulting and client groups]. This first meeting is important to crystallise the research objectives and ensure the project is aligned with TARFish business priorities and strategies.
Stage 2. Literature Review [Jane Gallichan, Hudson Howells, Action Market Research,]. The scope of any additional desktop research will be discussed and agreed at the inception meeting. A review of the IMAS reports and any other background information will be conducted, including identifying access to additional databases (e.g. recreational fishing licence holders) and/or fishing/tourism association, clubs and societies.
Stage 3. Workshop 1 and Primary Research Phase 1 – Survey of TARFish members and initial backbone segmentation [Jane Gallichan, Hudson Howells & Action Market Research with input from Power Stats]. Finalise quantitative questionnaire and gain access to sample of licence holders subsequent to feedback from project steering committee, including a workshop to review and discuss the attitudinal statements that will inform the backbone segmentation
Stage 4. Workshop 2 and Primary Research Phase 2 – Survey of Recreational Fishers in Tasmania and expanded segmentation. [Jane Gallichan, Hudson Howells & Action Market Research, Power Stats]. Present results of initial backbone segmentation and gain input and review on these before getting underway with wider recreational fishers’ survey.
Stage 6. Draft report on results of client surveys [Hudson Howells, Action Market Research, with input from Jane Gallichan].
Stage 7. Finalise report after feedback from wider client team [Hudson Howells, Action Market Research, with input from Jane Gallichan].
Objectives: 1. Review available data on fisher preferences and behaviour including observations of fisher responsesto changed availability of recreational opportunities 2. Understand current drivers and emerging trends in behaviours of recreational fishers 3. Develop segment (profiles) of recreational fishing industry in Tasmania across type and avidity 4. Produce map of interactions/overlaps between different recreational fishing segments (fishers,activities, regions, species) and articulate available opportunities for growth or substitution 5. Report on barriers to change, preferred communication channels, and benefits of recreational fishingto different recreational fishing segments 6. Ensure methodology is robust and easily repeatable Read moreRead less
International Travel Bursary - Elspeth Macdonald's (Scottish Fishermen's Federation) Experience With Spatial Management And The Renewable Energy Sector
Funder
Fisheries Research and Development Corporation
Funding Amount
$29,700.00
Summary
Elspeth Macdonald, the CEO of Scottish Fishermen's Federation (SFF), is a key advocate for the fishing industry and has critical knowledge and experience with the spatial squeeze and the emerging offshore renewable energy sector. As such, WAFIC and the South Australian Northern Zone Rock Lobster Fishermen’s’ Association recognises an opportunity for the fishing industry and government representatives to share and learn from Scotland’s experiences. Through this exchange of knowledge, we hope to g ....Elspeth Macdonald, the CEO of Scottish Fishermen's Federation (SFF), is a key advocate for the fishing industry and has critical knowledge and experience with the spatial squeeze and the emerging offshore renewable energy sector. As such, WAFIC and the South Australian Northern Zone Rock Lobster Fishermen’s’ Association recognises an opportunity for the fishing industry and government representatives to share and learn from Scotland’s experiences. Through this exchange of knowledge, we hope to guide the development of Australian policy frameworks that encourage co-existence with commercial fisheries.
Tentatively, we are planning for Mrs Macdonald to arrive in Perth to attend high-level State Ministerial and State and Commonwealth Government meetings, before travelling to Adelaide to be a keynote speaker at the Rock Lobster Trans-Tasman Conference arranged by the South Australian Northern Zone Rock Lobster Fishermen’s’ Association and then attend a National Coordination Ocean Access Committee meeting coordinated by Seafood Industry Australia. Other potential opportunities may also be identified and discussed in the months leading up to Mrs Macdonald’s arrival. Read moreRead less
Integrating Recreational Fishing Information Into Harvest Strategies For Multi-sector Fisheries
Funder
Fisheries Research and Development Corporation
Funding Amount
$444,676.00
Summary
Integration of recreational fishing (RF) into harvest strategies (HS) is necessary for many fisheries in Australia, to account for catches that can equal or exceed commercial catch for some key species and to address biological and experiential objectives of the RF sector. Both the Productivity Commission’s report Marine Fisheries and Aquaculture (2016) and the ICES Report from the Working Group Recreational Fishing Surveys (2018) recommend formal integration of RF into stock assessments and har ....Integration of recreational fishing (RF) into harvest strategies (HS) is necessary for many fisheries in Australia, to account for catches that can equal or exceed commercial catch for some key species and to address biological and experiential objectives of the RF sector. Both the Productivity Commission’s report Marine Fisheries and Aquaculture (2016) and the ICES Report from the Working Group Recreational Fishing Surveys (2018) recommend formal integration of RF into stock assessments and harvest strategies. Failure to do so puts sustainable management goals and legislated state and Commonwealth fisheries requirements at risk.
Equitable and quantitative inclusion of RF in harvest strategies is rare. This stems from a traditional focus on the commercial sector and budgetary challenges involved with representatively sampling RF. It is therefore unclear: 1) what types of RF data and monitoring best service stock assessments, (2) which data also track indicators of recreational objectives (often related to the fishing experience), and (3) how to integrate harvest strategy components for multiple sectors. The need to address these knowledge gaps was highlighted by the FRDC priority research call in 2018 - “Integrating recreational fishery data into harvest strategies for multi-sector fisheries in New South Wales”. NSW provides an important test case for addressing issues around RF integration that are faced by most jurisdictions.
Harvest strategy development for multi-sector fisheries requires a transparent and defensible process due to complexities in addressing diverse objectives and apprehension among stakeholder groups. Structured workshops that use easily-understandable, interactive decision support tools and involve independent experts and stakeholder representatives are likely to provide best outcomes. ‘FishPath’ is a leading harvest strategy decision support tool and “bottom up” engagement philosophy that allows experts and stakeholders to interactively contribute to harvest strategy development in a transparent workshop setting. However, it requires additional development in recreational and multi-sector contexts.
Objectives: 1. Obtain information on recreational fishing objectives and facilitate improved understanding among recreational fishers of the role of harvest strategies. 2. Identify types of recreational fishing data and monitoring that provide reliable measures of both the biological and experiential performance of fished populations. 3. Interrogate and extend the FishPath decision support software tool to better characterise and integrate recreational fishing information into harvest strategy development for multi-sector fisheries. 4. Develop guidelines and recommendations for the integration of recreational fishing information into harvest strategies for multi-sector fisheries. 5. Develop draft harvest strategies for key multi-sector fisheries using outcomes from Objectives 1-4. Read moreRead less
Quantifying Post-release Survival And Movement Of Snapper (Chrysophrys Auratus): Informing Strategies To Engage The Fishing Community In Practices To Enhance The Sustainability Of An Important Multi-sector Fishery
Funder
Fisheries Research and Development Corporation
Funding Amount
$395,517.00
Summary
PIRSA Fisheries and Aquaculture and SA’s Research Advisory Committee identified the need for cross-sectorial research to support the future management and recovery of SA’s Snapper stocks. Recently, the SA Government announced a three-year closure of Snapper fishing, and a package of research needs were identified, including to gain an understanding of the effects of barotrauma and sector-specific fishing methods on the survival of released Snapper. The key priority identified was to better under ....PIRSA Fisheries and Aquaculture and SA’s Research Advisory Committee identified the need for cross-sectorial research to support the future management and recovery of SA’s Snapper stocks. Recently, the SA Government announced a three-year closure of Snapper fishing, and a package of research needs were identified, including to gain an understanding of the effects of barotrauma and sector-specific fishing methods on the survival of released Snapper. The key priority identified was to better understand the factors that explain PRS, to identify practical strategies to mitigate post-release mortality, and subsequently use that information to improve awareness among all fishing sectors. Particularly emphasis was placed on the recreational and commercial fishers in relation to capture, handling and release practices in cases where under-sized (
Objectives: 1. Quantify release rates of Snapper across the commercial, charter boat and recreational sectors of South Australia’s Marine Scalefish Fishery. 2. Determine rates of post release survival for line-caught Snapper using conventional and electronic tags. 3. Evaluate fishing practices that minimise barotrauma in line-caught Snapper. 4. Develop improved understanding of Snapper movement patterns through an extensive community supported tagging study. 5. Develop guidelines for community-driven tagging activities 6. Engage with the key fishing sectors to develop a Code-of-Practice that promotes responsible fish-handling practices, humane-treatment, and harm-minimisation for Snapper. Read moreRead less
A South Australian Gulfs And Coastal Ecosystem Model To Optimise Multi-species Fisheries Management In A Changing Environment
Funder
Fisheries Research and Development Corporation
Funding Amount
$218,932.00
Summary
The SA State Government has made a commitment to reform the Marine Scalefish Fishery (MSF) that aims to provide long-term sustainability of key stocks for both recreational and commercial fisheries, and unlock the industries economic potential. The key reforms include a voluntary buy-back scheme targeting the removal of at least 30% of commercial licences and the introduction of new zoning and quota management regulations. The timeframe for the reforms will be determined in consultation with the ....The SA State Government has made a commitment to reform the Marine Scalefish Fishery (MSF) that aims to provide long-term sustainability of key stocks for both recreational and commercial fisheries, and unlock the industries economic potential. The key reforms include a voluntary buy-back scheme targeting the removal of at least 30% of commercial licences and the introduction of new zoning and quota management regulations. The timeframe for the reforms will be determined in consultation with the industry. Details on the implementation strategy have yet to be developed, but will need to be underpinned by extensive stakeholder consultation and backed by research that provides confidence that among the approaches considered, those chosen will best deliver the intent of the reforms.
This project aims to develop an SA Gulfs and Coastal ecosystem model to provide a Management Strategy Evaluation (MSE) tool to assess and optimise a range of reform scenarios. The project will link in closely with FRDC 2017/014 (Informing structural reform in the MSF), utilising many of its key outputs, including time series of spatial distribution of catch and effort, social-economic performance, and reform implementation scenarios. This project also will extend the investigation by integrating environmental time-series data to evaluate changes in productivity over time, identified as a potential factor in declining fisheries catches in the GSV ecosystem (FRDC 2013/031). Identifying the causes of productivity loss and its impact on fish production are important to resolve, especially in the context of the MSF reforms. Ultimately, the project aims to provide decision support tools to assess and evaluate the performance of diverse fisheries management strategies, and how these may perform under varying production regimes. Such an approach will provide a platform to evaluate and optimise the effectiveness of management strategies, and help ensure the fishery reforms achieve their key objectives.
Objectives: 1. Develop an SA Gulfs and Coastal Ecosystem model to provide a MSE tool to inform and optimise multi-regional management, quotas for multi-species fisheries and multi-sector harvest strategies 2. Use the model to run scenarios to assess, evaluate and optimise Marine Scalefish Fishery reform options 3. Assess potential production loss issues, and evaluate how different MSF reform options may perform under different future production scenarios Read moreRead less