The first commercial aquaponics companies are starting up in Europe. The main focus has been on solving technology issues and optimizing production. However, increasing attention is now being paid to certification and regulations linked to aquaponics, as well as the marketing of products and services. The paper presents the results of a study whose main aim was to estimate consumers’ knowledge about aquaponics and their acceptance of aquaponics products in different European regions. An on-line questionnaire was administered to the general public through the aquaponics network of Food and Agriculture COST (European Cooperation in Science and Technology) Action FA1305 “The EU Aquaponics Hub—Realising Sustainable Integrated Fish and Vegetable Production for the EU” in 16 European countries. The methodology includes univariate and multivariate statistical techniques. The results show that, on average, attitudes towards aquaponics were positive, showing no significant differences between those who already knew about aquaponics and those who only heard about it through the survey. More than 50% of respondents had never heard of aquaponics, whilst more than 70% had already heard of hydroponics. No more than 17% of respondents were willing to pay more for aquaponically produced products and no more than 40% more when compared to the price of products from conventional farming. The results confirm three different clusters of potential consumers of aquaponics products. They also suggest an urgent need for implementing integrated and holistic approaches involving all stakeholders in aquaponics, in order to define a marketing plan and efficient communication strategies. This COST action, other projects and public decision makers must invest in educating consumers about aquaponics through the organization of guided tours, thematic workshops and tastings of aquaponics products in order to raise their awareness about this new technology. It is absolutely urgent that public decision makers, in cooperation with aquaponics stakeholders, address the main institutional constraints, namely the introduction of aquaponics as an economic activity and the organic certification of aquaponics products.

In recent years, aquaponics has been receiving increased interest globally as a commercial food production technology and aquaponics start-up companies have been formed in most European countries. Between 2014 and 2018, the European-funded COST Action FA1305 “The EU Aquaponics Hub-Realising Sustainable Integrated Fish and Vegetable Production for the EU” created a strong network of researchers and entrepreneurs. However, surveys show that the aquaponic production in Europe is still very limited, and very few companies are economically viable. In order to obtain insights into the barriers to early development of commercial aquaponics, two surveys were carried out—one in Europe, which included France, and one in France alone, with a different protocol. Henceforth, for simplicity, the former will be referred to as Europe and the latter as France. The results reveal that the development of commercial aquaponics has hit the level of “disillusionment”, caused by numerous challenges facing commercial food production. As the understanding of the processes involved in aquaponics is increasing, it will be very interesting to follow the developments in the field over the coming years in order to ascertain whether aquaponics will follow the phases outlined by the “Gartner’s Hype Cycle” and thus proceed to become an established technology, or whether it will remain an “one hit wonder” and disappear in the “Trough of Disillusionment”.

At times of crisis, home gardening has often been sought out as a potential solution for threats to food security and as a measure to increase socio-psychological effects, such as public sense of self-efficacy, trust in the government and care for one’s wellbeing. The objective of this study was to investigate if home gardening increased during the COVID-19 pandemic in the spring/summer of 2020 and to provide socio-psychological insights into the explanatory factors of such an increase. An explanatory theoretical model of home gardening was proposed and tested to analyse whether home gardening is correlated to food security concerns, and if so, to what extent. A non-representative survey was conducted in five European countries (Slovenia, Norway, Estonia, Switzerland, and Iceland) using snowball sampling via social media networks, reaching 1144 participants. The results showed the pandemic did prove to be an important psychological push towards home gardening prompted by food security concerns. Measured as loose as introducing at least one new gardening activity during COVID-19, this study found an approximately 10% increase in home gardening during the first wave of COVID-19 in the sample population, which was skewed towards educated, female, middle-class Europeans.

Social networks have become an important supplement to traditional forms of marketing channels for destination branding. YouTube is believed to be one of the most influential social media and video sharing platforms. Its visual character, informal setting and address of the youth segment would expectedly mean a high level of creativity in the process of destination branding. By means of qualitative analysis of what are considered to be the best videos as self-selected by the European destination management organizations (DMOs), we wished to ascertain how creative these best case examples really were. The results show that the videos are extremely similar, with the most common type a “collage” of only loosely connected visuals with rare elements of storytelling or humor as the most typical creative approaches. While following the desire to show the diversity of a destination, the destination branding videos paradoxically become a collection of similar visual images and thus fail to contribute to the differentiation of the destination brand. The results show that future advice to practitioners of destination marketing for YouTube is to go beyond the typical “collage” genre of a destination marketing video and focus more on storytelling, humor and especially the most difficult step in the destination branding: strategically focusing on the smaller number of specifics that differentiate a destination rather than on the multitude of the highly diverse experiences.

Aquaponic systems are often designated as sustainable food production systems that are still facing various challenges, especially when they are considered as a commercial endeavour that needs to compete on the market. The early stages of the aquaponics industry have witnessed a number of unrealistic statements about the economic advantageousness of aquaponics. This chapter deals with these topics and discusses them critically. The latest scientific literature and current personal experiences of European commercial aquaponics farmers are taken into account on three levels: The horticulture side of production, the aquaculture side of production and the early data on the market response to aquaponics, emphasising the marketing issues and public acceptance of aquaponics. In summary, the chapter does not provide an “off-the-peg” solution to evaluate the economic performance of a particular aquaponics system. Instead it provides a broad database that enables an estimation of the efficiency of a planned system more realistically, pointing to challenges that the commercial aquaponics early adopters faced that are important lessons for future aquaponic endeavours, particularly in Europe.

Purpose: Amazon Explore is a new online experience product from Amazon, which offers live stream sightseeing of destinations around the world. This paper aims to provide a first insight into how exactly Amazon Explore enters the virtual experience (VE) industry, and discuss the possible implications of its business model for the future of virtual and offline travel experiences. Design/methodology/approach: Qualitative and quantitative methods of content analysis methods were employed in this study. The sample of this research consisted of 175 Amazon Explore products. Firstly, the authors analysed the content of each product, and then quantitative method were used to present the data. With this analysis, the authors presented how Amazon Explore is testing the foundations for new business models, and discuss the possible implications for the future of tourism. One year later, those same Amazon Explore products were reviewed again to check development progress. The following were the main questions regarding VE: How interactive are Amazon Explore products? How does Amazon Explore aim to ensure the monetisation of these products in an economically sustainable way in order to go beyond the “freemium” business model, often associated with VE as just another destination marketing tool? Findings: This article presents the discussions of VE and virtual reality (VR). The authors determined the level of interactivity of the diverse VE offered themes with a model of four levels of interactivity. The results show that the analysed products achieve mostly only low levels of interaction. Regarding monetisation, Amazon Explore shows three possible future directions in the development of VE: as a marketing tool, as an extension of the offline experience and as potentially someday replacing real travel as part of the future monetisation scenario. Originality/value: The article offers the first insights into Amazon's extension into the realm of VE in two time periods in 2020 and 2021, and, based on these preliminary results, discusses four possible scenarios for the future development of VE monetisation.