The Rise of the Heritage Tourist: Why Suntans and Mai Tais are No Longer Enough

Transcription

1 Session A-1 The Rise of the Heritage Tourist: Why Suntans and Mai Tais are No Longer Enough Frank Haas Jerry Agrusa

2 The Rise of the Heritage Tourist: Why Suntans and Mai Tais are No Longer Enough Frank Haas Marketing Management, Inc.

3 How long have we said we need to move beyond sun, sand, and surf?

4 Hawai i has The Curse of a Strong Brand

5 The risk for a mature brand

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7 Understanding the risk Lots of resort competitors in all our markets An aging visitor infrastructure High costs drive relatively high prices in Hawai i High percentage of visitors from established markets who are repeat/multiple repeat visitors

8 Hawai i s Repeat Visitors 85% 80% 75% 70% 65% 60% 55% 50% 45% 40% State 65.1% US West 81.4% US East 57.9% Japan 59.7% Canada 65.2% State US West US East Japan Canada

9 The Opportunity: US Market Attributes: Importance vs. Hawai i Variety of Unique Experiences 52% 73% Different than Other Places Offers Authentic Experience Many Historic/Cultural Things to Do Intriguing History/Culture 42% 44% 37% 39% 70% 67% 64% 64% Importance Identify with Hawai i

10 The US Winners: Many Historic and Cultural Things to See and Do Europe 69% Mexico 42% Australia 38% Hawai i 37% Good news Hawai i is the only beach destination in the top four

11 The Opportunity: Japan Market Attributes: Importance vs. Hawai i Different than Other Places 38% 76% Many Historic/Cultural Things to Do Intriguing History/Culture 23% 27% 72% 71% Offers Authentic Experience Variety of Unique Experiences 43% 43% 69% 68% Importance Identify with Hawai i

12 The Japan Winners: Many Historic and Cultural Things to See and Do China 41% Australia 33% Hawai i 27% Korea 20% Guam gets only 17%

13 Product News is the Lifeblood of Marketing

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20 Hawai i has new product (It exists, but isn t discovered )

21 Island and cultural attraction 2013 Hawai i MAUI O'AHU Battleship Missouri Memorial Bernice P. Bishop Museum Diamond Head State Monument Foster Botanical Garden Harold L. Lyon Arboretum Hawaii's Plantation Village Hawaii State Art Museum Hawaiian Mission Houses Historic Site* Honolulu Museum of Art on Beretania Honolulu Museum of Art at First Hawaiian Center Honolulu Museum of Art at Spalding House Honolulu Zoo Ho'omaluhia Botanical Garden Iolani Palace State Monument Judiciary History Center Mormon Temple Grounds (Church of Jesus 600, , ,000 44,584 40,260 (NA) 31,932 10,243 (NA) 48,930 23, , , ,978 54,428 Amy B. H. Greenwell Ethnobotanical Garden 17,793 Astronaut Ellison S. Onizuka Space Center 15,879 H.N. Greenwell Store 10/ 1,735 Hawaii Tropical Botanical Garden 93,641 Hawaii Volcanoes National Park 1,583,209 Hulihee Palace (NA) Kaloko-Honokohau National Historical Park 158,124 Kona Coffee Living History Farm 5,446 Lyman House Memorial Museum 12,434 Nani Mau Gardens (NA) Pacific Tsunami Museum (NA) Panaewa Rainforest Zoo (NA) Pu'uhonua O Honaunau NHP 8/ 363,282 Pu'ukohola Heiau National Historic Site 125,645 Volcano Art Center 100,000 Alexander & Baldwin Sugar Museum 36,680 Aquarium Maui/Maui Ocean Center 312,577 Haleakala National Park 785,300 Halekii-Pihana Heiaus State Monument (6/) Hana Cultural Center (NA) Iao Valley State Monument (6/) Kula Botanical Garden 34,275 Lahaina Restoration Foundation (NA) Baldwin Missionary Home Museum (NA) Hale Pa'i Printing House (NA) Wo Hing Temple Museum (NA) Maui Historical Society Bailey House Museum 10,732 Whalers Village Museum 202,700 Christ of Latter-Day Saints, Hawaii Temple Visitor's Center) Polynesian Cultural Center Queen Emma Summer Palace Sea Life Park Hawaii Tropic Lightning Museum, Schofield Barracks U.S. Army Museum, Ft. DeRussy U.S.S. Arizona Memorial U.S.S. Bowfin Submarine Museum University of Hawai i Art Gallery Waikīkī Aquarium 116, ,328 17, ,799 (NA) 102,833 1,786,024 (NA) 52, ,975 KAUAI Grove Farm Homestead 2,863 Kauai Museum 23,545 Kilauea Point National Wildlife Refuge (NA) Kokee Natural History Museum 95,544 Waioli Mission House 495 MOLOKAI Kalaupapa National Historical Park 101,112

22 Good News: Technology to the Rescue

23 The Selfie Generation Kilroy was here has become Look where I ve been

24 The Product is Great! US Market Satisfaction O ahu Maui Kaua i Kona Activities & attractions Very satisfied Somewhat satisfied Somewhat dissatisfied Not satisfied at all Japan Market Satisfaction O ahu Maui Kona Activities & attractions Very satisfied Somewhat satisfied Somewhat dissatisfied Not satisfied at all

25 The Search for Authenticity

26 The Best Authentic Experiences Oahu isn't just any other beach destination. It has a wonderfully rich, ancient history and culture, and people who are worth getting to know.

27 Who s Marketing Heritage Travel

28 Who s Marketing Heritage Travel

29 Who s Marketing Heritage Travel

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31 Breaking the curse Be authentic Tell our story Highlight the unexpected

32 Breaking the Mold

33 Come See the Great Cathedrals of Hawai i

34 Heritage & Culture in the Tourism Experience: Tourists Perception of Hawai i Professor Jerry Agrusa, Ph.D.. Hawai i Pacific University

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38 Beautiful Beaches None of the pictures you ve just seen are of Hawai i These destinations are Hawai i s Competition.

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40 Introduction With the increasing competition of beach destinations in a global marketplace, how does Hawai i differentiate itself from its competitors?

41 Hawai i s Heritage and Culture is what is going to provide Hawai i the competitive advantage.

42 Heritage tourism focuses on the historical and cultural features of a place or region.

43 Heritage tourism encourages tourists to get off the road and encounter the authentic traditions of a culture.

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46 It also encourages local residents to be more engaged with tourists because they were involved from the beginning in deciding how their culture will be represented

47 Travelers are no longer satisfied with destinations that are homogenous and that do not offer unique cultural experiences. Hawai i s Heritage & Culture provide a unique experience

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49 Heritage tourists are interested in learning new things on their trip and they are interested in going to places that are popular with the local residents.

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51 One way that Hawai i can differentiate itself from other beach destinations is by concentrating on its unique heritage & culture and sharing the Aloha Spirit with its visitors.

52 Aloha Spirit

53 A recent trend in tourism and travel related businesses in Hawai i is the increasing effort to reintegrate Hawaiian Heritage & culture both in the management style and the visitor experience.

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55 Hawai i Sense of Place Training

56 Purpose of the Study To examine the level of visitors demand for a Heritage tourism experience in Hawai i through the reintegration of Hawaiian Heritage & culture.

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58 Methodology Survey, developed by the researchers, contained 23 questions pertaining to: Demographics Hawaiian Heritage & culture Travel & image

59 Methodology (cont d.) 400 surveys were distributed, in both Japanese & English. (200 in Japanese & 200 English)

60 Methodology (cont d.) 200 in Japanese with 181 being returned resulting in an 90% usable return rate. 200 in English with 185 being returned resulting in a 92.5 usable return rate.

61 Findings Respondents were asked if they are interested in Hawaiian Heritage & culture. - Yes 85.6% - No 14.4%

62 Findings (cont d.) Respondents were asked if they had experienced Hawaiian Heritage & culture during their stay. Yes 86.9% No 13.1%

63 Findings (cont d.) Respondents were asked if the Hawai I tourism experience should be more authentic. Yes 78.8% No 21.2%

64 Findings (cont d.) Authentic Hula performance 30.6% Authentic Hawaiian music 23.1% Authentic Lū au 16.3% Lei-making 10.6% Authentic Hawaiian craft-making 8.1% Hawaiian Language Introduction 8.1% Hawaiian Storytelling 3.1%

65 Findings (cont d.) Respondents were asked how they would rate their knowledge of Hawaiian Heritage & culture. Very Low 5.0% Low 14.4% Moderately Low 18.1% Average 50.0% Moderately High 11.9% High 0.6% Very High 0.0%

66 Findings (cont d.) Respondents were asked how important it was for them to come into contact with Hawai i residents. Very Low 1.2% Low 4.4% Moderately Low 1.9% Average 28.1% Moderately High 43.7% High 16.3% Very High 4.4%

67 Findings (cont d.) Respondents were asked how important it was for them to experience native Hawaiian Heritage & culture during their stay. Very Low 0.6% Low 2.5% Moderately Low 0.6% Average 15.6% Moderately High 30.0% High 46.9% Very High 3.8%

68 Findings (cont d.) Respondents were asked how important it was for them to understand and respect Hawaiian Heritage & culture. Very Low 0.6% Low 0.6% Moderately Low 8.1% Average 15.6% Moderately High 58.8% High 16.3% Very High 21.3%

69 Findings (cont d.) Respondents were asked to rate their overall level of satisfaction with this vacation to Hawai i. Very Low 0.0% Low 0.6% Moderately Low 0.0% Average 5.6% Moderately High 22.5% High 60.0% Very High 11.3%

70 Conclusions With an increased interest on the Heritage & cultural aspects of Hawai i, there is an opportunity for Hawai I to differentiate itself from all other beach destinations which also offer sun, sand, and sea.

71 Conclusions (cont d.) The emphasis therefore needs to focus on offering tourists what they are looking for and in addition benefit from the trend of Heritage & cultural tourism.

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73 Cultural Performances Dining Experiences Lectures on Local Culture and History Healing and Health Services Storytelling

74 Recommendations If nurtured properly, Heritage & cultural tourism will allow the tourist to leave a region with wonderful memories of enjoyment and with a deeper appreciation of the community that has been represented.

75 Recommendations Well-managed Heritage & cultural tourism allows a community to speak for itself, to have input on how it wants to be represented.

76 Recommendations Communicating the possibilities of reintegration of Hawaiian Heritage & culture to businesses will be essential for success and sustainability.

77 ALOHA