Hawaii Tourism Authority - March 2013 April 5,

Hawaii Tourism Authority - March 2013 April 5, 2013... Chelsea.Morgan@GeneralSentiment.com SECTIONS OF THIS REPORT Top Hawaii Destinations Top MES Attributes Top Competitor Destinations Drivers of Conversation One-Year Retrospective Twitter Follower Analysis Twitter Mentioner Analysis

SECTION I: Hawaii and Hawaii Destinations The table below ranks Hawaii and its destinations based on overall travel discussion for the month. The table features volume change from the previous month, this month s Perception Media Value totals and the six-month trailing averages for both volume and Perception Media Value. Current Month vs. Previous Month Trailing Six Months VOLUME MEDIA VALUE VOLUME MEDIA VALUE Rank Destination Current Month Change Prev. Current Month Rank Destination Average Volume Average Media Value 1 Hawaii 25,404 10.9% $347,847 1 Hawaii 27,624 $620,443 2 Maui 2,911-15.8% $46,480 2 Maui 3,696 $114,504 3 Oahu 1,675 5.7% $18,953 3 Oahu 2,172 $46,244 4 Honolulu 1,497 64.5% $7,013 4 Honolulu 1,432 $11,823 5 Waikiki 1,239 24.5% $15,044 5 Waikiki 1,214 $14,982 6 Kauai 906 3.3% $31,278 6 Kauai 1,110 $40,639 7 Island of Hawaii 750-13.3% $8,562 7 Island of Hawaii 1,045 $23,830 8 Lanai 233-17.4% $2,405 8 Lanai 415 $7,053 9 Waikiki Beach 158 36.2% $2,520 9 Molokai 230 $897 10 Molokai 157 4.0% $2,158 10 Waikiki Beach 156 $1,227 11 Niihau 18-5.3% $180 11 Niihau 33 -$633 12 Kahoolawe 11 1000.0% $135 12 Pearl Harbor Memorial 29 -$37 13 Pearl Harbor Memorial 5 66.7% -$68 13 Kahoolawe 15 $151 * Destinations ranked by overall volume for current month Hawaii Travel Volume This month: 25,404 Last March: 36,178 *** *** Average is of data from trailing six months Ranked Sources Below, the sources of conversation about Hawaii travel are ranked first by overall volume and then by Perception Media Value. Top 5 by Volume 1. Twitter 2. facebook.com 3. blogspot.com 4. bizjournals.com 5. wn.com Top 5 by Perception Media Value 1. scribd.com 2. dailymotion.com 3. slideshare.net 4. facebook.com 5. Los Angeles Times 2

SECTION I (continued): Hawaii and Hawaii Destinations The tables below rank Hawaii and its destinations based on negative discussion. The tables feature amounts of negatives references and overall volume for the current month and averages of each over the last six months as well as percentages of negative discussion for the current month, the previous month and six-month trailing averages. Current Month Vs. Previous Month DISCUSSION NEGATIVITY Rank Destination Negative References Volume Negative Percentage Previous Month 1 Hawaii 5,651 25,404 22.2% 19.8% 2 Maui 481 2,911 16.5% 9.2% 3 Oahu 313 1,675 18.7% 16.2% 4 Kauai 226 906 24.9% 23.1% 5 Island of Hawaii 181 750 24.1% 34.7% 6 Honolulu 145 1,497 9.7% 10.3% 7 Waikiki 123 1,239 9.9% 27.1% 8 Molokai 43 157 27.4% 36.4% 9 Lanai 40 233 17.2% 77.3% 10 Waikiki Beach 7 158 4.4% 48.3% 11 Kahoolawe 5 11 45.5% 100.0% 12 Pearl Harbor Memorial 2 5 40.0% 100.0% 13 Niihau 0 18 0.0% 10.5% * Destinations ranked by negative percentage Trailing Six Months DISCUSSION NEGATIVITY Rank Destination Average Negative References Average Volume Average Negative Percentage 1 Hawaii 6,504 27,624 23.5% 2 Maui 667 3,696 18.0% 3 Oahu 404 2,172 18.6% 4 Kauai 324 1,110 29.1% 5 Island of Hawaii 302 1,045 28.9% 6 Waikiki 244 1,214 20.1% 7 Honolulu 200 1,432 13.9% 8 Lanai 131 415 31.6% 9 Molokai 87 230 37.6% 10 Waikiki Beach 47 156 29.9% 11 Pearl Harbor Memorial 22 29 76.0% 12 Kahoolawe 7 15 47.7% 13 Niihau 4 33 11.1% 3

SECTION II: MES The tables below rank the MES messages by volume. The tables contain this month s volume totals and reach scores, the previous month s volume totals and reach scores, the percentage change for both and average volume and reach scores for the previous six months. Current Month vs. Previous Month VOLUME REACH SCORE Rank Attribute Current Month Previous Month Change Current Month Previous Month Change 1 HTA - Easy to Get There 23,421 28,965-19.1% 7.11 7.41-4.0% 2 HTA - Romantic 23,010 20,859 10.3% 6.87 6.86 0.1% 3 HTA - Good Value 12,115 51,682-76.6% 6.41 7.40-13.4% 4 HTA - Unique Scenery 11,013 12,928-14.8% 6.51 6.67-2.4% 5 HTA - Family 11,004 11,851-7.1% 6.64 6.63 0.2% 6 HTA - Intriguing History and Culture 8,313 8,127 2.3% 6.29 6.35-0.9% 7 HTA - Friendly People 7,935 7,501 5.8% 6.33 6.25 1.3% 8 HTA - Variety of Cuisine 6,156 6,318-2.6% 6.07 6.07 0.0% 9 HTA - Different From Others 5,394 6,094-11.5% 5.97 6.13-2.6% 10 HTA - Safety 5,122 7,200-28.9% 5.89 6.27-6.1% 11 HTA - Unique Experiences 4,580 5,120-10.5% 5.80 5.90-1.7% 12 HTA - Relaxation 2,082 2,533-17.8% 5.24 5.41-3.1% 13 HTA - Easy to Get Around 1,594 1,915-16.8% 4.99 5.15-3.1% 14 HTA - Clean Environment 1,545 2,308-33.1% 5.06 5.39-6.1% 15 HTA - Get Away From It All 569 566 0.5% 4.27 4.32-1.2% 16 HTA - Authentic 240 537-55.3% 3.41 4.16-18.0% 17 HTA - Keep Coming Back 3 20-85.0% 0.57 0.77-26.0% Trailing Six Months VOLUME REACH SCORE Rank Attribute Average Average 1 HTA - Easy to Get There 37,101 7.75 2 HTA - Good Value 37,065 7.58 3 HTA - Romantic 22,015 7.30 4 HTA - Family 19,961 7.26 5 HTA - Intriguing History and Culture 13,850 7.10 6 HTA - Unique Scenery 13,466 7.02 7 HTA - Friendly People 11,923 6.94 8 HTA - Safety 10,463 6.84 9 HTA - Different From Others 7,841 6.65 10 HTA - Variety of Cuisine 7,596 6.59 11 HTA - Unique Experiences 6,364 6.48 12 HTA - Easy to Get Around 3,098 5.93 13 HTA - Clean Environment 2,651 5.89 14 HTA - Relaxation 2,582 5.92 15 HTA - Get Away From It All 1,159 5.42 16 HTA - Authentic 1,104 5.24 17 HTA - Keep Coming Back 15 1.12 * Messages ranked by volume 4

SECTION III: Hawaii Travel and Competitors The tables below rank Hawaii s competitors based on overall travel discussion for the month. The tables also feature volume change from the previous month, Perception Media Value for the current month, trailing six-month volume averages and trailing six-month Perception Media Value averages. Current Month vs. Previous Month VOLUME MEDIA VALUE Rank Destination Current Month Change Prev. Current Month 1 UK 268,076-5.0% $2,679,085 2 England 214,123-26.7% $2,200,019 3 Florida 121,676 34.1% $2,956,214 4 California 75,568-9.5% $5,538,390 5 Mexico 46,120-6.8% $403,187 6 Caribbean 44,302 3.3% $466,780 7 Louisiana 39,080 0.3% $580,966 8 Nevada 37,806 6.8% $1,235,809 9 Scotland 36,314-12.5% $498,595 10 Texas 33,953-15.6% $689,380 11 Hawaii 29,311 15.5% $667,298 * Destinations ranked by volume Trailing Six Months VOLUME MEDIA VALUE Rank Destination Average Average 1 UK 307,921 $4,024,049 2 England 258,310 $4,717,109 3 Florida 97,604 $2,332,684 4 California 95,356 $5,472,069 5 Caribbean 46,167 $318,648 6 Louisiana 42,873 $147,955 7 Mexico 42,675 $355,001 8 Scotland 41,278 $533,639 9 Texas 39,606 $1,152,259 10 Nevada 39,046 $791,432 11 Hawaii 27,624 $620,443 5

SECTION III (continued): Hawaii Travel and Competitors The tables below rank Hawaii s competitors based on negative discussion. The tables feature amounts of negatives references and overall volume for the current month and averages of each over the last six months as well as percentages of negative discussion for the current month, the previous month and six-month trailing averages. Current Month Vs. Previous Month DISCUSSION NEGATIVITY Rank Destination Negative References Volume Negative Percentage Previous Month 1 UK 148,902 268,076 55.5% 60.3% 2 England 113,890 214,123 53.2% 58.5% 3 Florida 30,954 121,676 25.4% 27.0% 4 California 30,810 75,568 40.8% 64.4% 5 Mexico 20,048 46,120 43.5% 55.3% 6 Caribbean 19,431 44,302 43.9% 39.1% 7 Ireland 15,630 29,311 53.3% 81.6% 8 Texas 14,561 33,953 42.9% 54.3% 9 Scotland 13,059 36,314 36.0% 49.4% 10 Nevada 11,721 37,806 31.0% 49.4% 11 Wales 9,904 23,572 42.0% 47.6% 12 Louisiana 8,520 39,080 21.8% 53.1% 13 Hawaii 5,699 25,404 22.4% 19.8% 14 Northern Ireland 3,294 4,102 80.3% 56.3% 15 South Carolina 2,896 9,633 30.1% 20.0% * Destinations ranked by negative percentage Trailing Six Months DISCUSSION NEGATIVITY Rank Destination Average Negative References Average Volume Average Negative Percentage 1 UK 219,389 307,921 71.2% 2 England 151,615 258,310 58.7% 3 California 64,152 97,604 65.7% 4 Florida 39,998 46,167 86.6% 5 Nevada 31,909 41,278 77.3% 6 Louisiana 31,381 95,356 32.9% 7 Mexico 23,812 39,046 61.0% 8 Texas 23,681 39,606 59.8% 9 Caribbean 23,479 42,675 55.0% 10 Scotland 20,819 42,873 48.6% 11 Ireland 12,856 21,708 59.2% 12 Wales 8,244 14,917 55.3% 13 Hawaii 6,504 27,624 23.5% 14 South Carolina 4,445 4,466 99.5% 15 Northern Ireland 3,608 9,878 36.5% 6

SECTION IV: Drivers of Conversation TIME finds that Hawaiian tourists want to visit shooting ranges TIME reported that ground zero for gun tourism, in fact, is reportedly not the Las Vegas Strip but beautiful Waikiki, Hawaii. http://business.time.com/2013/03/07/the-disturbingly-hot-tourist-activity-in-hawaii-vegas-shooting-guns/ Camera lost in Hawaii in 2007 appears in Taiwan A woman visited Hawaii six years ago, lost a waterproof camera and ended up winning a trip to Taiwan to retrieve the newly found camera, which still had a working memory card. http://www.npr.org/2013/03/28/175557356/lost-camera-in-hawaii-turns-up-on-taiwanese-beach http://www.usatoday.com/story/todayinthesky/2013/03/28/airline-to-fly-us-woman-to-taiwan-to-fetch-lost-camera/2028033/ http://www.nydailynews.com/news/national/underwater-camera-lost-hawaii-found-taiwan-5-years-article-1.1299741 http://www.cbsnews.com/8301-505263_162-57576521/tourists-camera-takes-five-year-6000-mile-detour/ http://travel.cnn.com/tourists-camera-found-taiwan-after-5-years-356051 http://www.huffingtonpost.com/2013/03/26/lindsay-scallan-camera-hawaii-taiwan_n_2956222.html SECTION V: One-Year Retrospective Hawaii - Historical Review VOLUME MEDIA VALUE Month Total Change Prev. Total Change Prev. March 2012 36,178 6.6% $1,204,520-25.6% April 2012 34,016-6.0% $1,483,546 23.2% May 2012 58,800 72.9% $2,161,291 45.7% June 2012 55,266-6.0% $1,271,037-41.2% July 2012 47,363-14.3% $1,296,336 2.0% August 2012 28,124-40.8% $1,021,135-21.2% September 2012 22,532-20.1% $772,076-24.4% October 2012 25,810 13.7% $826,467 7.0% November 2012 25,722-0.3% $1,356,197 64.1% December 2012 33,616 30.7% $779,881-42.5% January 2013 34,486 2.6% $767,430-1.6% February 2013 22,898-33.6% $482,282-37.2% March 2013 25,404 10.9% $347,847-27.9% KEY CONVERSATION DRIVERS March 2012 Discussion about spring skyrocketed in March, focusing on warmer weather and Spring Break. April 2012 The Dalai Lama spent a few days in Hawaii discussing tolerance, perseverance and compassion in daily life. May 2012 The impact of long-term erosion on Hawaii s beaches on the environment and tourism inspired discussion. June 2012 Federal judges defend Maui conferences as cost-effective. July 2012 Honolulu Airport deemed the third most likely airport to spread a major disease. August 2012 Airlines increased service to Hawaii. A state department called tourism strong and predicted modest growth. September 2012 An Associated Press story about what's authentically Hawaiian and what's not circulated online. October 2012 An earthquake in Canada led to tsunami warnings and evacuations in Hawaii. November 2012 Hawaii s Mazie Hirono is the first Asian American woman and the first Buddhist elected to the Senate. December 2012 The Obama family travels to Hawaii, and many sites focus on Oahu. January 2013 The Hawaii Tourism Authority announces that Hawaii saw almost 8 million visitors in 2012. February 2013 Hawaii tops Gallup's ranking of the 50 states according to well-being for the fourth consecutive year. March 2013 A camera lost in Hawaii in 2007 turns up in Taiwan, and TIME finds that tourists visit Waikiki for guns. 7

SECTION VI: Twitter Follower Analysis FOLLOWERS MEDIAMATCH television show matches 20,143 Over Index Shared Followers Show Followers 11.8 3.7 3.7 3.6 3.5 3.4 3.3 3.2 3.2 3.1 8

SECTION VI (continued): Twitter Follower Analysis FOLLOWERS MEDIAMATCH brand matches 20,143 Over Index Shared Followers Brand Followers 13.8 9.4 9.2 8.0 7.4 6.2 5.8 5.7 5.6 5.6 9

SECTION VI (continued): Twitter Follower Analysis FOLLOWERS DEMOGRAPHICS & PSYCHOGRAPHICS 20,143 AGE 25 to 34 44 33.33% 12.67% 35 to 49 38 28.79% 3.66% 17 to 24 28 21% 53.32% 50 to 69 15 11.36% 1.71% 16 and under 5 3.79% 28.34% 70 and over 2 1.52% 0.30% PROFESSION Sales/marketing 552 15.93% 7.18% Journalists 354 10.21% 5.50% Senior managers 319 9.20% 7.22% Authors/writers 284 8.19% 4.41% Entrepreneurs 195 5.63% 3.56% RACE/ETHNICITY White/caucasian 2,290 91.42% 78.52% Hispanic 125 4.99% 10.50% Asian 45 1.80% 0.92% African American 45 1.80% 10.06% LIKES & INTERESTS Coffee 1,407 2.66% 1.29% News 5,017 9.47% 7.11% Politics 3,656 6.90% 4.89% Technology 3,279 6.19% 3.14% Travel 3,045 5.75% 2.33% GENDER Female 4,068 60.63% 55.38% Male 2,642 39.37% 44.62% FAMILY STATUS Parents 536 58.39% 18.55% Married 351 38.24% 8.41% Single 24 2.61% 2.63% Engaged 6 0.65% 0.35% Divorced 1 0.11% 0.09% LOCATION Hawaii 1,862 42.35% 0.43% California 746 16.97% 14.30% New York State 180 4.09% 8.53% Florida 171 3.89% 6.33% Washington 138 3.14% 1.76% TWITTER ACTIVITY 1-7 twts/week 2,845 34.40% 14.37% 1-5 tweets/day 1,942 23.48% 7.82% 1-4 twts/month 1,388 16.78% 14.10% < 1 twt/month 1,245 15.05% 59.34% > 5 tweets/day 851 10.29% 4.36% 10

SECTION VII: Twitter Mentioner Analysis MENTIONERS MEDIAMATCH television show matches 290,868 Over Index Shared Mentioners Show Mentioners 10.0 7.6 3.6 3.0 3.0 2.9 2.9 2.6 2.5 2.4 11

SECTION VII (continued): Twitter Mentioner Analysis MENTIONERS MEDIAMATCH brand matches 290,868 Over Index Shared Mentioners Brand Mentioners 4.8 4.7 3.7 3.5 3.3 3.1 2.9 2.8 2.8 2.5 12

SECTION VII (continued): Twitter Mentioner Analysis MENTIONERS DEMOGRAPHICS & PSYCHOGRAPHICS 290,868 AGE 17 to 24 81 33.75% 53.32% 25 to 34 66 27.50% 12.67% 35 to 49 52 21.67% 3.66% 16 and under 27 11.25% 28.34% 50 to 69 14 5.83% 1.71% PROFESSION Journalists 218 12.11% 5.50% Sales/marketing 210 11.67% 7.18% Authors/writers 162 9.00% 4.41% Senior managers 153 8.50% 7.22% Entrepreneurs 85 4.72% 3.56% RACE/ETHNICITY White/caucasian 775 84.70% 78.52% African American 64 6.99% 10.06% Hispanic 60 6.56% 10.50% Asian 16 1.75% 0.92% LIKES & INTERESTS News 2,066 9.20% 7.11% Politics 1,424 6.34% 4.89% Technology 1,352 6.02% 3.14% Comedy 1,296 5.77% 3.53% TV/film 1,067 4.75% 4.70% GENDER Female 58,958 50.33% 55.38% Male 58,177 49.67% 44.62% FAMILY STATUS Parents 491 49.85% 18.55% Married 362 36.75% 8.41% Single 126 12.79% 2.63% Engaged 6 0.61% 0.35% LOCATION Hawaii 813 37.11% 0.43% California 314 14.33% 14.30% New York State 114 5.20% 8.53% Florida 61 2.78% 6.33% Texas 59 2.69% 7.74% TWITTER ACTIVITY 1-5 tweets/day 1,288 36.70% 7.82% > 5 tweets/day 1,170 33.33% 4.36% 1-7 twts/week 806 22.96% 14.37% 1-4 twts/month 169 4.81% 14.10% < 1 twt/month 77 2.19% 59.34% 13