The seaweed experience: exploring the potential and value of a marine resource

ABSTRACT The article addresses the broader relationships between seaweed and algae as a marine resource, destination development, and sustainability. In many European countries, an industry around seaweed has emerged, ranging from high-end restaurants that provide their customers with local, seasonal and sustainable ingredients, to entrepreneurs offering “harvest your own seaweed”-tours. In this explorative study, we focus on different ways of experiencing this marine resource in a Swedish context, to better understand its economic and social potential. Taking a consumer perspective, we investigate through an online questionnaire and reviews from an online consumer-to-consumer travel-planning portal how seaweed and algae are validated. By exploring people's notions, the aim is to understand the potential and value of this marine resource better. Where is seaweed encountered and enjoyed? How is it used? What is experienced to be valuable about this resource? We identify possibilities for utilizing algae and seaweed in order to foster future business opportunities for local communities, as well as to integrate the resource more in our society. We show how algae and seaweed are experienced in diverse settings and dimensions, such as at home, while being a tourist, as part of everyday life, as a special treat, within nature, and as food.