The Hawaii Tourism Authority (HTA) announced today the results of its Visitor Satisfaction and Activity report for the first and second quarter of 2018, offering valuable information and demographic data from visitors about Hawaii not provided in any other study from HTA.
Published by HTA’s Tourism Research Division, the report’s findings analyze the opinions of visitors to Hawaii from eight major global markets – U.S. West, U.S. East, Japan, Canada, Europe, Oceania, China and Korea – as to the satisfaction of their overall experience and types of activities they participated in during the first and second quarter of 2018.
Demographic profiles of survey respondents including income, education, employment status, life-stage segments and, for the first time, their relationship to the other members of their traveling party are also presented in the report for each quarter.
The information is useful to any business or organization benefiting from or affected by tourism and wanting to know the preferences, choices and level of satisfaction shared by travelers about their stay in Hawaii, both on a general basis and for each island.
Island-Specific Results Added to the Visitor Satisfaction Report
HTA expanded the survey research this year to include island-specific questions each quarter for Oahu, Maui, Kauai and the island of Hawaii that provides more detailed information about the areas visited and various attractions experienced by visitors from each global market.
Other data collected from the survey addresses items important to each island’s tourism industry. For example, for Oahu, visitor satisfaction ratings are provided about the Daniel K. Inouye International Airport and Honolulu Harbor.
For Maui, data is provided about the visitor experiences of special events and the satisfaction ratings of visiting Haleakala National Park.
For Kauai, the report reveals visitor satisfaction ratings of the island’s beaches, parks, public areas, roads, dining, entertainment and shopping.
For the island of Hawaii, data is provided on advertising awareness by visitor market and also the percentage of travelers making the trip between the west and east sides of the island.
Hawaii’s Overall Satisfaction Rated in Key Categories
As presented in the report, visitors to the Hawaiian Islands rate the satisfaction of their overall experience in the first and second quarter according to the following five categories:
• Overall satisfaction.
• How well their experience matched their expectations.
• Likelihood of recommending Hawaii to others.
• Likelihood of returning to Hawaii within the next five years.
• Reasons for not revisiting Hawaii.
The report also provides information from survey respondents related to their participation in various activities on each island visited during the first and second quarter, including the following:
• Their trip planning process.
• Resources used in planning their Hawaii trip.
• Resources used during their stay in Hawaii.