HomeMy WebLinkAboutState of Hawaii, DBEDT - Visitor Satisfaction Study Quarter 4 (2023)VISITOR SATISFACTION STUDY
QUARTER 4, 2023
State of Hawaiʻi
Department of Business, Economic Development & Tourism
Table of Contents
2
•Section 1 –Visitor Satisfaction (slide 5)
•Section 2 –Activities (slide 30)
•Section 3 –Travelers with Disabilities (slide 39)
•Section 4 –Alternative Messaging (slide 51)
•Section 5 –Island of Oʻahu (slide 58)
•Section 6 –Island of Kauaʻi (slide 79)
•Section 7 –Island of Maui (slide 103)
•Section 8 –Island of Hawaiʻi (slide 122)
•Section 9 –Visitor Profile (slide 146)
•Section 10 –Island Survey Methodology (slide 157)
Survey Methodology
The Visitor Satisfaction and Activity Survey (VSAT)is a survey of visitors from seven visitor markets who recently completed a
trip to Hawaiʻi.Statistics presented in this Quarter 4,2023 report included survey results from: U.S.West (Alaska,California,
Oregon,Washington,Arizona,Colorado, Idaho,Montana,Nevada,New Mexico,Utah,and Wyoming),U.S.East (all other
states in the Continental U.S.),Japan, Canada,Oceania,Korea and China.
Visitor market Completed Margin of Error +Response Rate
U.S. West 1,559 2.48 16.64
U.S. East 1,589 2.46 17.12
Japan 229 6.48 20.97
Canada 897 3.27 28.81
Oceania 313 5.54 14.18
Korea 268 5.99 42.81
China 43 14.94 4.40
All visitor markets 4,898 1.40 17.64
3
Survey Methodology (cont.)
4
Monthly samples of visitors who stayed for at least two days were drawn from the completed Domestic
In-flight and International Departure Intercept surveys. Selected visitors from the U.S., Japan, Canada, Oceania, Korea and
China were sent an email invitation with a link to complete the survey online. Intercept surveys were also conducted by trained
interviewers with departing visitors from Korea and Japan at the Daniel K. Inouye International Airport in Honolulu.
Collected data were statistically adjusted to reflect the distribution of cases by island and first-time/repeat visitor status in the
In-Flight and International Departure surveys. Data were statistically adjusted to be representative of the population of visitor
parties entering Hawaiʻi during the quarter. Data were reported as weighted data based on weights generated for Quarter 4,
2023. The VSAT weighting system was developed to adjust for disproportionate sampling across all visitor markets.
Note: Some results are presented with very small sample sizes that produce statistics with sample error estimates greater than
10 points. Please exercise caution in interpreting results based on small bases.
Section 1 — Visitor Satisfaction
5
Satisfaction –State of Hawaiʻi by Visitor Market
6 Q. How would you rate your most recent trip to the state of Hawaiʻi? How would you rate your experience on___?
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)87.5%89.6%78.6%89.6%78.5%83.9%79.2%
Above Avg (5-6)10.9%9.5%19.3%10.1%19.3%14.9%18.6%
Below Avg (3-4)1.5%0.9%1.7%0.2%2.2%0.8%0.0%
Poor (1-2)0.1%0.0%0.4%0.0%0.0%0.4%2.2%
BASE 1,559 1,589 229 897 313 268 43
MEAN 7.47 7.57 7.20 7.54 7.20 7.40 7.19
7.47 7.57 7.20 7.54 7.20 7.40 7.19
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Satisfaction –State of Hawaiʻi by Visitor Market
7 Q. How would you rate your most recent trip to the state of Hawaiʻi? How would you rate your experience on___?
•Gender: Female respondents from U.S. West, U.S. East and Canada gave higher satisfaction scores than male
respondents from these visitor markets.
•Education: Travelers from Japan with a college degree gave higher satisfaction scores for their trip than those
without a college degree.
•Travel party size: Visitors from Japan who were visiting the state in larger travel parties of two or more gave
statistically higher satisfaction scores compared to those visitors from this market who were traveling alone.
•Islands visited: Travelers from U.S. West who visited multiple islands gave statistically higher satisfaction scores
compared to those whose trip consisted of visiting just one island.
•Trips to Hawai‘i: First-time visitors from Japan gave statistically higher satisfaction scores compared to repeat
visitors.
Satisfaction –State of Hawaiʻi by Visitor Market
8 Q. How would you rate your most recent trip to the state of Hawaiʻi? How would you rate your experience on___?
Tracking Data – Rating of “Excellent” (7-8)
Q4 2016 Q4 2017 Q4 2018 Q4 2019 Q4 2020 Q4 2021 Q4 2022 Q4 2023 P
U.S. West 87.0%89.3%88.2%88.1%83.3%87.6%87.5%87.5%
U.S. East 90.2%91.8%91.3%90.6%81.7%88.5%88.7%89.6%
Japan 80.5%78.1%76.8%81.3%80.8%78.6%
Canada 87.8%88.4%90.6%89.8%87.4%89.6%
Oceania 84.6%81.7%79.6%80.0%75.2%78.5%
Korea 79.1%74.7%71.1%77.5%85.8%83.9%
China 87.5%82.7%75.6%70.6%86.1%79.2%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Due to impact of the pandemic, there were too few travelers from Japan, Canada, Oceania, Korea, and China in 2020 and 2021 to provide an adequate sample size of visitors.
P= Preliminary Data
SATISFACTION –HAWAIʻI TRIP EXPECTATIONS
U.S. West U.S. East Japan Canada Oceania Korea China
Exceeded expectations 40.8%54.2%38.8%42.2%30.9%66.3%37.2%
Met expectations 56.4%43.4%59.1%56.5%63.7%31.9%57.9%
Did NOT meet expectations 2.8%2.5%2.2%1.3%5.4%1.8%4.9%
BASE 1,559 1,589 229 897 313 268 43
40.8%
54.2%
38.8%42.2%30.9%
66.3%
37.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
9 Q. Would you say this trip to Hawaiʻi ___?
SATISFACTION –HAWAIʻI TRIP EXPECTATIONS
10 Q. Would you say this trip to Hawaiʻi ___?
•Trips to Hawai‘i: First-time visitors from the following visitor markets gave higher mean scores than repeat visitors: U.S.
West, U.S. East, Canada, Korea and Japan.
•Age: Younger respondents from U.S. West (between 18 – 49 years old) , U.S. East (between 18 – 49 years old), Japan (18-
34), and Canada (between 18 – 49 years old) were more likely to respond that their trip exceeded expectations compared
to visitors from these markets in other age groups. Agreement with this sentiment tended to decline with age.
•Gender: Female visitors from U.S. West and U.S. East gave higher mean satisfaction scores compared to male visitors from
these markets.
•Travel party size: Visitors from Japan who traveled in larger travel parties (2+ persons) gave higher satisfaction scores
compared to those who traveled by themselves.
•Household income: Visitors from U.S. West who reside in homes in the bottom income tier (<$100K) were more satisfied
with their trip in terms of exceeding expectations compared to those residing in homes earning in excess of $150K.
•Education: College graduates from Japan were statistically more likely to feel their trip exceeded expectations.
•Islands visited: Visitors from Canada whose trip included stays on multiple islands were statistically more likely to feel their
trip exceeded expectations.
SATISFACTION –HAWAIʻI TRIP EXPECTATIONS
11 Q. Would you say this trip to Hawaiʻi ___?
Tracking Data – Rating of “Exceeded expectations”
Q4 2016 Q4 2017 Q4 2018 Q4 2019 Q4 2020 Q4 2021 Q4 2022 Q4 2023 P
U.S. West 38.7%39.5%44.3%42.2%48.4%42.4%42.6%40.8%
U.S. East 54.9%50.9%56.3%54.5%52.5%51.5%51.2%54.2%
Japan 44.2%42.1%42.2%45.3%48.2%38.8%
Canada 41.9%40.7%45.0%42.6%43.0%42.2%
Oceania 43.7%34.4%35.0%34.1%32.3%30.9%
Korea 54.1%45.7%44.4%55.2%68.4%66.3%
China 15.5%20.9%22.0%14.9%40.4%37.2%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Due to impact of the pandemic, there were too few travelers from Japan, Canada, Oceania, Korea, and China in 2020 and 2021 to provide an adequate sample size of visitors.
P= Preliminary Data
BRAND/ DESTINATION –ADVOCACY
12
8-pt Rating Scale
8=Very likely / 1=Very unlikely
U.S. West U.S. East Japan Canada Oceania Korea China
Very likely (7-8)89.7%88.9%76.8%88.9%76.5%75.4%92.9%
Somewhat likely (5-6)8.6%9.0%19.7%9.8%19.6%21.3%4.9%
Somewhat unlikely (3-4)1.1%1.3%2.2%1.0%2.6%1.9%0.0%
Very unlikely (1-2)0.5%0.7%0.4%0.1%1.0%0.4%2.2%
Don’t know 0.1%0.1%0.9%0.2%0.4%1.1%0.0%
BASE 1,559 1,589 229 897 313 268 43
MEAN 7.61 7.58 7.20 7.59 7.21 7.20 7.49
7.61 7.58 7.20 7.59 7.21 7.20 7.49
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Q. How likely are you to recommend the state of Hawaiʻi as a vacation place to your friends and relatives?
BRAND/ DESTINATION –ADVOCACY
13 Q. How likely are you to recommend the state of Hawaiʻi as a vacation place to your friends and relatives?
•Gender: Females from U.S. West and U.S. East were more likely to recommend the state to others than males from
these visitor markets.
•Trips to Hawai‘i: Repeat visitors from U.S. West and U.S. East were more likely to recommend the state than first-
time visitors from these markets.
•Education: College graduates from Japan were more likely to recommend the state compared to those without a
college degree. Conversely, those without a college degree from Canada were more likely to recommend the state
compared to visitors with a college degree from this visitor market.
•Travel party size: Visitors in travel parties of three or more from U.S. West were more likely to recommend the
state to others compared to those traveling on their own.
BRAND/ DESTINATION –ADVOCACY
14 Q. How likely are you to recommend the state of Hawaiʻi as a vacation place to your friends and relatives?
Tracking Data – Rating of “Very Likely” (7-8)
Q4 2016 Q4 2017 Q4 2018 Q4 2019 Q4 2020 Q4 2021 Q4 2022 Q4 2023 P
U.S. West 88.6%88.4%90.4%90.6%87.4%90.3%88.9%89.7%
U.S. East 88.0%87.3%90.4%90.4%85.5%88.5%89.1%88.9%
Japan 78.1%74.3%75.0%76.0%74.4%76.8%
Canada 88.9%89.5%91.9%90.0%87.3%88.9%
Oceania 83.0%79.8%79.4%78.9%79.5%76.5%
Korea 82.3%74.5%67.2%65.5%77.0%75.4%
China 55.9%78.7%82.6%60.7%88.8%92.9%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Due to impact of the pandemic, there were too few travelers from Japan, Canada, Oceania, Korea, and China in 2020 and 2021 to provide an adequate sample size of visitors.
P= Preliminary Data
LIKELIHOOD OF RETURN VISIT
8-pt Rating Scale
8=Very likely / 1=Very unlikely
U.S. West U.S. East Japan Canada Oceania Korea China
Very likely (7-8)82.6%65.4%58.6%66.6%58.0%73.5%75.5%
Somewhat likely (5-6)13.2%22.4%22.2%21.6%23.6%18.4%18.0%
Somewhat unlikely (3-4)2.2%5.5%8.2%6.9%11.1%4.4%2.2%
Very unlikely (1-2)1.4%4.3%0.9%3.4%3.9%0.7%2.2%
Don’t know 0.7%2.5%10.0%1.6%3.3%3.0%2.2%
BASE 1,559 1,589 229 897 313 268 43
MEAN 7.41 6.77 6.87 6.82 6.53 7.17 7.10
7.41
6.77 6.87 6.82 6.53
7.17 7.10
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
15 Q. How likely are you to return to the state of Hawaiʻi in the next five years?
LIKELIHOOD OF RETURN VISIT
•Trips to Hawai‘i: Repeat visitors from the following visitor markets expressed a greater likelihood of returning to
the state than first-time visitors: U.S. West, U.S. East, Japan, Oceania and Canada.
•Islands visited: Visitors from U.S. East and Canada whose trip consisted of visiting a single island expressed a higher
likelihood of returning to the state than those who visited multiple islands during their stay.
•Age: Younger travelers (<35 years old) from Japan were less likely to return to the state compared to older travelers
from this visitor market.
•Travel party size: Those traveling to the state by themselves from U.S. West and U.S. East were statistically more
likely to indicate a return trip is likely.
16 Q. How likely are you to return to the state of Hawaiʻi in the next five years?
LIKELIHOOD OF RETURN VISIT
17 Q. How likely are you to return to the state of Hawaiʻi in the next five years?
Tracking Data – Rating of “Very Likely” (7-8)
Q4 2016 Q4 2017 Q4 2018 Q4 2019 Q4 2020 Q4 2021 Q4 2022 Q4 2023 P
U.S. West 77.9%74.0%81.7%82.3%87.0%82.6%80.6%82.6%
U.S. East 58.7%57.7%61.9%63.5%74.4%63.7%64.8%65.4%
Japan 52.9%56.4%59.3%57.1%60.8%58.6%
Canada 69.0%68.1%74.1%71.2%67.9%66.6%
Oceania 61.3%60.7%58.0%61.6%61.7%58.0%
Korea 79.1%72.1%59.7%60.7%77.8%73.5%
China 50.0%63.4%62.2%49.6%80.1%75.5%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Due to impact of the pandemic, there were too few travelers from Japan, Canada, Oceania, Korea, and China in 2020 and 2021 to provide an adequate sample size of visitors.
P= Preliminary Data
UNLIKELY TO RETURN –TOP REASONS
U.S. WEST
Q4 2022 Q4 2023 P
54.4% Too expensive
34.9% Too crowded/ congested/ traffic
28.6% Want to go someplace new
24.5% Poor value
18.6% Too commercialized/ overdeveloped
12.8% No reason to return/ nothing new
11.8% Other financial obligations
11.8% Unfriendly people/ felt unwelcome
11.4% Flight too long
11.4% Five years is too soon
40.7% Too expensive
34.0% Want to go someplace new
32.5% Poor value
18.4% Too crowded/ congested/ traffic
15.2% Unfriendly people/ felt unwelcome
13.7% Too commercialized/ overdeveloped
13.4% No reason to return/ nothing new
13.1% Other financial obligations
12.7% Poor health/ age
11.6% Flight too long
P= Preliminary Data
18 Q. Why would you be unlikely to revisit the state of Hawaiʻi?
UNLIKELY TO RETURN –TOP REASONS
U.S. EAST
19 Q. Why would you be unlikely to revisit the state of Hawai‘i?
Q4 2022 Q4 2023 P
55.8% Too expensive
40.6% Flight too long
36.9% Want to go someplace new
19.4% Poor value
15.6% Five years is too soon
14.7% Too crowded/ congested/ traffic
13.9% Other financial obligations
12.2% Too commercialized/ overdeveloped
46.1% Too expensive
38.0% Flight too long
36.9% Want to go someplace new
17.4% Other financial obligations
15.4% Poor value
14.9% Too crowded/ congested/ traffic
11.8% Too commercialized/ overdeveloped
11.3% Five years is too soon
P= Preliminary Data
UNLIKELY TO RETURN –TOP REASONS
JAPAN
Q4 2022*Q4 2023 P**
61.9% Too expensive
54.0% Want to go someplace new
46.0% Too commercialized/ overdeveloped
46.0% Five years is too soon
27.0% Too crowded/ congested/ traffic
27.0% Poor service
19.0% Flight too long
19.0% Poor value
19.0% Other financial obligations
19.0% No reason to return/ nothing new
19.0% Unfriendly people/ felt unwelcome
19.0% Poor health/ age
65.9% Too expensive
22.6% Other financial obligations
18.1% Want to go someplace new
13.6% Five years is too soon
11.3% Poor health/ age
20 Q. Why would you be unlikely to revisit the state of Hawai‘i?
*Caution small base (n=1 respondent) in Q4 2022.
P= Preliminary Data
**Caution small base (n=44 respondents) in Q4 2023.
UNLIKELY TO RETURN –TOP REASONS
CANADA
Q4 2022 Q4 2023 P
65.9% Too expensive
39.6% Want to go someplace new
36.2% Flight too long
24.1% Poor value
14.0% Five years is too soon
13.3% Too crowded/ congested/ traffic
10.7% Other financial obligations
10.2% Too commercialized/ overdeveloped
58.8% Too expensive
38.2% Want to go someplace new
31.6% Flight is too long
23.4% Poor value
13.1% Other financial obligations
21 Q. Why would you be unlikely to revisit the state of Hawai‘i?
P= Preliminary Data
UNLIKELY TO RETURN –TOP REASONS
OCEANIA
Q4 2022 Q4 2023 P
62.5% Too expensive
51.7% Poor value
34.1% Want to go someplace new
21.8% Five years is too soon
20.4% No reason to return/ nothing new
18.7% Too commercialized/ overdeveloped
14.2% Flight too long
60.7% Too expensive
41.0% Want to go someplace new
39.6% Poor value
28.4% Too commercialized/ overdeveloped
17.2% Too crowded/ congested/ traffic
12.6% No reason to return/ nothing new
22 Q. Why would you be unlikely to revisit the state of Hawai‘i?
P= Preliminary Data
UNLIKELY TO RETURN –TOP REASONS
KOREA
Q4 2022*Q4 2023 P**
100% Too expensive
71.0% Poor value
35.5% Want to go someplace new
29.0% Other financial obligations
26.6% Flight too long
26.6% Five years is too soon
26.6% No reason to return/ nothing new
11.3% Too commercialized/ overdeveloped
57.5% Too expensive
35.8% Poor value
27.2% Flight too long
22.8% No reason to return/ nothing new
21.7% Five years is too soon
21.7% Other financial obligations
18.5% Want to go someplace new
23 Q. Why would you be unlikely to revisit the state of Hawaiʻi?
*Caution small base (n=11 respondents) in Q4 2022.
P= Preliminary Data
**Caution small base (n=22 respondents) in Q4 2023.
UNLIKELY TO RETURN –TOP REASONS
CHINA
Q4 2022*Q4 2023 P**
100% Too expensive
100% Flight too long
100% Too crowded/ congested/ traffic
100% No reason to return/ nothing new
33.3% Too expensive
33.3% Flight too long
33.3% No reason to return/ nothing new
33.3% Unfriendly people/ felt unwelcome
33.3% Crime/ safety concerns
24 Q. Why would you be unlikely to revisit the state of Hawaiʻi?
*Caution small base (n=1 respondent) in Q4 2022.
P= Preliminary Data
**Caution small base (n=3 respondents) in Q4 2023.
OFFERING A VARIETY OF EXPERIENCES
25 Q. Based on your most recent trip to Hawai‘i, how would you rate the state of Hawaiʻi on___?
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)85.5%88.4%58.0%84.4%75.4%76.4%83.6%
Above Avg (5-6)13.3%10.6%39.0%15.3%22.7%21.3%14.2%
Below Avg (3-4)1.1%1.0%2.6%0.3%1.9%2.3%0.0%
Poor (1-2)0.1%0.0%0.4%0.0%0.0%0.0%2.2%
BASE 1,559 1,589 229 897 313 268 43
MEAN 7.42 7.55 6.64 7.40 7.13 7.19 7.27
7.42 7.55
6.64
7.40 7.13 7.19 7.27
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
NUMBER OF DIFFERENT/ UNIQUE EXPERIENCES
26 Q. Based on your most recent trip to Hawaiʻi, how would you rate the state of Hawaiʻi on___?
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)81.7%85.5%58.5%81.3%69.3%74.9%75.9%
Above Avg (5-6)16.3%12.7%39.8%17.8%27.4%23.5%21.9%
Below Avg (3-4)1.9%1.7%1.3%0.8%3.0%1.6%0.0%
Poor (1-2)0.1%0.1%0.4%0.1%0.3%0.0%2.2%
BASE 1,559 1,589 229 897 313 268 43
MEAN 7.33 7.46 6.69 7.29 6.96 7.15 7.21
7.33 7.46
6.69
7.29 6.96 7.15 7.21
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
SAFE AND SECURE DESTINATION
27 Q. Based on your most recent trip to Hawaiʻi, how would you rate the state of Hawaiʻi on___?
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)81.7%86.8%56.8%88.7%73.5%72.9%70.0%
Above Avg (5-6)16.1%11.0%37.5%10.3%24.7%24.3%27.9%
Below Avg (3-4)1.9%2.1%3.9%0.9%1.6%1.6%0.0%
Poor (1-2)0.3%0.1%1.7%0.1%0.3%1.1%2.2%
BASE 1,559 1,589 229 897 313 268 43
MEAN 7.33 7.46 6.48 7.47 7.07 7.02 7.00
7.33 7.46
6.48
7.47 7.07 7.02 7.00
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
ENVIRONMENTALLY FRIENDLY/ SUSTAINABLE
28 Q. Based on your most recent trip to Hawaiʻi, how would you rate the state of Hawaiʻi on___?
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)78.0%84.6%52.0%68.9%59.2%82.2%81.4%
Above Avg (5-6)18.3%12.6%43.2%21.6%34.4%13.6%13.6%
Below Avg (3-4)3.1%2.3%4.8%8.7%6.4%3.9%2.8%
Poor (1-2)0.6%0.4%0.0%0.8%0.0%0.4%2.2%
BASE 1,559 1,589 229 897 313 268 43
MEAN 7.19 7.39 6.43 6.85 6.64 7.27 7.16
7.19 7.39
6.43 6.85 6.64
7.27 7.16
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
VOLUNTEER/ GIVE-BACK OPPORTUNITIES
29 Q. Based on your most recent trip to Hawaiʻi, how would you rate the state of Hawaiʻi on___?
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)57.1%62.9%16.6%51.9%39.5%57.4%72.1%
Above Avg (5-6)36.7%32.4%62.0%41.3%53.0%37.3%18.0%
Below Avg (3-4)5.1%3.7%17.0%5.6%7.3%4.1%7.7%
Poor (1-2)1.1%1.0%4.4%1.2%0.3%1.1%2.2%
BASE 1,559 1,589 229 897 313 268 43
MEAN 6.57 6.74 5.13 6.40 6.13 6.62 6.83
6.57 6.74
5.13
6.40 6.13 6.62 6.83
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Section 2 — Activities
30
ACTIVITIES - SIGHTSEEING
31 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China
TOTAL 96.7%98.5%98.2%99.2%90.5%99.6%100.0%
On own (self-guided)84.7%81.5%75.5%86.9%50.4%82.0%76.9%
Helicopter ride/ airplane tour 3.3%7.0%0.9%5.9%1.8%4.3%2.4%
Boat tour/ submarine ride/
whale watching 20.6%28.6%6.2%21.6%13.8%32.9%22.5%
Visit towns/communities 54.1%54.5%34.3%55.6%28.1%41.0%31.9%
Private limousine/ van tour/ tour
bus 5.5%14.7%11.1%8.8%20.9%12.6%15.4%
Scenic views/ natural landmarks 59.3%68.7%18.2%63.6%45.4%65.1%60.4%
Movie/ TV/ film location tours 4.4%6.7%4.9%4.5%9.5%20.9%17.1%
ACTIVITIES –RECREATION
32 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China
TOTAL 96.9%96.1%95.1%98.4%93.9%97.7%95.3%
Beach/ sunbathing 84.0%82.9%70.2%88.8%79.8%86.2%81.1%
Bodyboarding 8.8%6.4%0.9%11.5%3.0%1.6%3.0%
Standup paddle boarding 4.1%3.6%4.0%4.2%6.6%5.0%0.0%
Surfing 5.5%5.9%2.2%8.3%9.0%11.6%11.3%
Canoeing/ kayaking 5.5%5.8%2.2%3.3%2.2%4.1%4.7%
Swimming in the ocean 66.3%60.5%36.0%76.1%60.3%54.9%25.5%
Snorkeling 41.5%37.4%11.5%48.1%19.6%56.1%20.8%
Freediving 1.3%0.8%0.0%1.0%0.0%0.7%3.0%
Windsurfing/ Kitesurfing 0.2%0.1%0.4%0.3%0.0%0.4%0.0%
Jet skiing/ Parasailing 0.8%1.0%1.3%0.8%1.0%2.1%2.4%
Scuba diving 2.9%2.3%0.9%2.4%0.4%0.7%0.0%
Fishing 3.4%2.4%0.9%2.7%0.3%1.5%2.4%
Golf 7.0%6.1%5.4%9.7%0.6%4.8%2.4%
ACTIVITIES –RECREATION (continued)
33 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China
TOTAL 96.9%96.1%95.1%98.4%93.9%97.7%95.3%
Running/ jogging/ fitness/
walking 27.5%26.2%20.9%30.1%26.5%13.5%19.5%
Cycling 2.8%3.2%2.7%6.8%0.7%3.5%5.3%
Spa 9.6%8.5%3.5%5.4%6.5%7.2%5.3%
Hiking 40.5%50.7%23.5%46.6%22.0%22.4%52.7%
Backpacking/ camping 0.9%1.3%0.0%1.9%0.4%4.0%5.3%
Agritourism 12.7%16.6%5.3%9.8%8.2%16.5%24.8%
Sports event or tournament 2.4%3.1%0.9%4.1%0.9%0.4%2.4%
Parks/ botanical gardens 36.7%41.3%23.6%38.9%31.3%22.5%51.0%
Waterparks 1.4%1.3%0.9%1.4%1.1%5.6%2.4%
Mountain tubing/ waterfall
rappel 1.7%1.8%0.0%1.8%0.6%1.5%0.0%
Zip-lining 4.3%3.4%0.0%2.5%1.4%1.1%0.0%
Skydiving 0.1%0.3%0.0%0.2%0.0%1.1%0.0%
All-terrain vehicle (ATV)2.9%5.0%2.2%3.0%2.7%9.2%2.4%
Horseback riding 1.7%1.5%2.2%0.8%0.7%0.0%7.7%
ACTIVITIES –ENTERTAINMENT & DINING
34 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China
TOTAL 98.9%98.3%96.9%98.4%99.3%98.5%100.0%
Lunch/ sunset/ dinner/ evening
cruise 20.6%24.8%13.3%22.2%14.1%35.9%52.0%
Live music/ stage show 26.6%33.4%16.9%28.3%23.1%17.1%22.5%
Nightclub/ dancing/ bar/ karaoke 6.4%8.3%2.2%5.0%6.3%2.9%2.4%
Fine dining 47.8%45.8%37.4%38.9%25.1%55.7%39.6%
Family restaurant 61.3%55.3%20.4%60.5%66.2%44.7%35.5%
Fast food 31.3%32.8%52.4%38.7%55.8%59.9%40.9%
Food truck 39.8%41.7%21.8%40.1%26.9%65.3%34.9%
Café/ coffee house 50.8%50.4%54.7%51.6%59.6%74.8%58.0%
Ethnic dining 26.5%29.3%6.7%19.9%12.5%23.6%30.8%
Farm-to-table cuisine 17.2%21.3%16.9%12.6%4.9%2.8%7.7%
Prepared own meal 48.5%39.6%20.5%62.0%21.4%15.0%23.8%
ACTIVITIES –SHOPPING
35 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China
TOTAL 96.7%96.2%97.3%98.2%97.3%98.2%97.6%
Malls/ department stores 42.9%43.9%81.3%55.7%71.4%81.3%72.8%
Designer boutiques 16.9%18.3%13.3%15.6%13.7%3.8%13.1%
Hotel/ resort stores 33.6%37.3%31.6%30.1%39.0%34.4%18.9%
Swap meet/ flea market 16.4%14.0%2.7%14.2%5.8%2.3%5.3%
Discount/ outlet stores 12.0%13.7%21.4%16.4%32.4%62.8%7.7%
Supermarkets 62.0%53.9%51.2%67.6%46.0%48.9%46.2%
Farmer’s market 37.7%31.5%16.0%45.1%13.1%13.2%30.2%
Convenience stores 50.7%47.7%52.0%50.5%59.8%57.8%59.7%
Duty free stores 3.8%4.8%23.1%4.7%10.5%40.9%19.5%
Hawai‘i–made products 44.6%50.3%14.2%46.4%30.1%30.3%36.8%
Local shops and artisans 58.4%59.7%9.8%58.2%39.3%21.4%42.2%
ACTIVITIES – HISTORY, CULTURE & FINE ARTS
U.S. West U.S. East Japan Canada Oceania Korea China
TOTAL 66.8%76.3%53.8%74.0%71.5%61.3%72.2%
Historic military sites and
museums 17.9%28.2%14.2%20.7%38.0%23.9%31.3%
Historic Hawaiian sites and
museums 31.8%37.7%19.1%33.1%23.6%12.9%27.2%
Other historical sites,
museums, and homes 13.6%15.3%7.1%12.9%13.4%19.0%20.1%
Art museums 2.0%3.2%2.7%3.1%5.3%2.0%10.1%
Art galleries and
exhibitions 9.1%9.4%2.7%9.9%4.3%1.6%0.0%
Lūʻau/ Polynesian show/
hula show 21.1%35.4%12.9%27.0%24.0%17.9%17.1%
Lesson-ex. ukulele, hula,
canoe, lei making 4.6%6.2%3.6%5.1%7.0%4.2%10.1%
Play/ concert/ theatre 3.0%4.1%3.1%3.7%2.5%3.9%4.7%
Art/ craft fair 12.7%11.4%3.1%12.7%5.0%3.3%6.0%
Festival /event 5.5%6.0%2.7%6.9%7.5%3.4%2.4%
36 Q. During this trip, which of the following activities did you participate in?
ACTIVITIES – TRANSPORTATION
37 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China
TOTAL 92.6%91.8%95.6%95.4%97.7%99.6%97.6%
Airport shuttle 12.3%14.5%22.2%14.3%27.2%14.4%12.4%
Trolley 3.1%3.9%42.2%4.5%13.7%27.9%0.0%
Public bus 3.5%4.4%28.0%8.9%20.8%17.0%13.1%
Tour bus/ tour van 5.8%14.5%17.7%10.4%21.3%27.5%4.7%
Taxi/ limo 6.3%7.4%35.2%11.0%37.7%23.6%15.4%
Rental car 74.2%70.2%24.9%75.7%31.6%59.6%72.2%
Ride share 17.8%22.3%17.8%18.5%46.6%23.9%37.9%
Car share (i.e.,Hui, Turo)4.7%4.6%1.3%3.6%3.0%0.4%3.0%
Bicycle rental 1.7%1.3%2.7%2.5%1.0%1.9%5.3%
ACTIVITIES –OTHER
38 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China
TOTAL 37.0%32.7%17.3%26.4%11.0%18.7%13.1%
Visit friends/ family 33.2%28.6%16.9%22.9%10.4%17.9%10.7%
Giving back to the local
community 5.5%5.3%0.4%4.6%0.6%0.8%2.4%
Section 3 —Travelers with Disabilities
39
DISABLED TRAVELER –REQUIRED ASSISTANCE
40 Q. On this trip to Hawaiʻi, did you or someone in your traveling party have a disability that required assistance?
U.S. West U.S. East Japan Canada Oceania Korea China
Yes 5.4%6.9%3.1%4.0%4.1%1.1%2.4%
No 94.6%93.1%96.9%96.0%95.9%98.9%97.6%
BASE 1,549 1,569 225 888 308 268 39
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
DISABLED TRAVELER –REQUIRED ASSISTANCE
41 Q. Which of the following types of assistance did you or someone in your traveling party use?
U.S. West U.S. East Japan Canada Oceania Korea China
Mobility aid 72.3%79.8%14.3%77.4%77.8%33.3%0.0%
Personal assistance 23.6%22.0%0.0%19.3%22.2%33.3%0.0%
NA-No one needed assistance 3.7%3.7%42.9%5.7%0.0%0.0%100.0%
Orientation and Mobility
Assistance 3.5%1.8%14.3%8.4%0.0%33.3%0.0%
Other 3.7%2.8%0.0%5.5%0.0%0.0%0.0%
Lift equipped van 2.3%0.9%14.3%0.0%0.0%33.3%0.0%
ASL Interpreter/ texting/
captioning 2.5%0.0%0.0%0.0%0.0%0.0%0.0%
Service/ assistance animal 0.0%0.0%14.3%0.0%0.0%0.0%0.0%
Disabled parking/ placard 0.0%1.8%0.0%0.0%0.0%0.0%0.0%
Print material in alternate
format 0.0%0.9%0.0%0.0%0.0%33.3%0.0%
Ambulance/ Hospital/ Medical visit 0.0%0.0%0.0%0.0%7.4%0.0%0.0%
BASE 84 109 7 36 13 3 1
OVERALL ACCESSIBILITY – AIRPORTS
42 Q. Please rate the overall accessibility of the following facilities and services on your most recent trip to Hawaiʻi.
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)70.2%68.5%42.9%80.0%47.0%0.0%100.0%
Above Avg (5-6)20.2%23.2%57.1%17.1%30.9%66.7%0.0%
Below Avg (3-4)9.7%6.5%0.0%2.9%14.8%0.0%0.0%
Poor (1-2)0.0%1.8%0.0%0.0%7.4%33.3%0.0%
BASE 84 108 7 35 13 3 1
MEAN 6.95 6.87 6.57 7.23 5.80 4.33 7.00
6.95 6.87 6.57
7.23
5.80
4.33
7.00
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
OVERALL ACCESSIBILITY –PRIVATE
TRANSPORTATION
43 Q. Please rate the overall accessibility of the following facilities and services on your most recent trip to Hawaiʻi.
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)68.8%76.2%57.1%71.9%34.7%0.0%
Above Avg (5-6)25.5%20.6%42.9%22.4%49.3%66.7%
Below Avg (3-4)5.7%3.2%0.0%0.0%16.0%0.0%
Poor (1-2)0.0%0.0%0.0%5.7%0.0%33.3%
BASE 34 63 7 18 12 3 0
MEAN 6.91 7.09 6.71 6.88 5.62 4.00
6.91 7.09 6.71 6.88
5.62
4.00
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
OVERALL ACCESSIBILITY –PUBLIC
TRANSPORTATION
44 Q. Please rate the overall accessibility of the following facilities and services on your most recent trip to Hawaiʻi.
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)64.9%77.3%42.9%74.9%27.6%0.0%
Above Avg (5-6)21.9%22.7%57.1%12.6%60.7%50.0%
Below Avg (3-4)8.8%0.0%0.0%12.6%11.7%50.0%
Poor (1-2)4.4%0.0%0.0%0.0%0.0%0.0%
BASE 22 22 7 8 8 2 0
MEAN 6.58 7.18 6.43 6.87 5.81 4.50
6.58
7.18
6.43 6.87
5.81
4.50
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
OVERALL ACCESSIBILITY –RIDE SHARE/ CAR SHARE
45 Q. Please rate the overall accessibility of the following facilities and services on your most recent trip to Hawaiʻi.
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)75.5%75.7%66.7%43.3%49.2%33.3%
Above Avg (5-6)18.4%24.3%33.3%56.7%50.8%33.3%
Below Avg (3-4)3.1%0.0%0.0%0.0%0.0%33.3%
Poor (1-2)3.1%0.0%0.0%0.0%0.0%0.0%
BASE 32 33 6 7 10 3 0
MEAN 6.92 7.06 6.83 6.44 6.49 6.00
6.92 7.06 6.83 6.44 6.49 6.00
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
OVERALL ACCESSIBILITY –DEPARTMENT OF
AGRICULTURE ANIMAL QUARANTINE
46 Q. Please rate the overall accessibility of the following facilities and services on your most recent trip to Hawaiʻi.
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)70.7%62.5%28.6%60.2%23.0%0.0%
Above Avg (5-6)29.3%37.5%71.4%39.8%77.0%33.3%
Below Avg (3-4)0.0%0.0%0.0%0.0%0.0%33.3%
Poor (1-2)0.0%0.0%0.0%0.0%0.0%33.3%
BASE 13 16 7 5 4 3 0
MEAN 6.88 6.81 6.00 6.61 5.73 3.33
6.88 6.81
6.00
6.61
5.73
3.33
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
OVERALL ACCESSIBILITY –HOTELS
47 Q. Please rate the overall accessibility of the following facilities and services on your most recent trip to Hawaiʻi.
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)70.8%65.7%57.1%66.7%50.7%0.0%100.0%
Above Avg (5-6)20.2%27.4%28.6%16.5%33.3%66.7%0.0%
Below Avg (3-4)7.2%5.5%14.3%12.6%16.0%0.0%0.0%
Poor (1-2)1.8%1.4%0.0%4.3%0.0%33.3%0.0%
BASE 54 73 7 24 12 3 1
MEAN 6.83 6.84 6.57 6.58 6.27 4.00 7.00
6.83 6.84 6.57 6.58 6.27
4.00
7.00
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
OVERALL ACCESSIBILITY –RESTAURANTS
48 Q. Please rate the overall accessibility of the following facilities and services on your most recent trip to Hawaiʻi.
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)72.0%69.9%42.9%64.9%47.0%0.0%100.0%
Above Avg (5-6)24.1%27.2%57.1%26.5%45.7%50.0%0.0%
Below Avg (3-4)3.9%2.9%0.0%8.6%7.4%50.0%0.0%
Poor (1-2)0.0%0.0%0.0%0.0%0.0%0.0%0.0%
BASE 79 103 7 34 13 2 1
MEAN 6.91 6.96 6.43 6.74 6.25 4.50 7.00
6.91 6.96
6.43 6.74 6.25
4.50
7.00
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
OVERALL ACCESSIBILITY –PUBLIC ATTRACTIONS
49 Q. Please rate the overall accessibility of the following facilities and services on your most recent trip to Hawaiʻi.
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)68.5%62.3%50.0%76.7%32.2%0.0%100.0%
Above Avg (5-6)22.8%28.0%50.0%13.3%45.7%33.3%0.0%
Below Avg (3-4)8.7%8.6%0.0%6.6%22.2%33.3%0.0%
Poor (1-2)0.0%1.1%0.0%3.4%0.0%33.3%0.0%
BASE 69 93 6 30 13 3 1
MEAN 6.84 6.74 6.33 6.90 5.73 3.67 7.00
6.84 6.74 6.33
6.90
5.73
3.67
7.00
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
OVERALL ACCESSIBILITY –PRIVATE ATTRACTIONS
50 Q. Please rate the overall accessibility of the following facilities and services on your most recent trip to Hawaiʻi.
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)66.4%70.2%66.7%55.6%16.0%0.0%
Above Avg (5-6)27.8%17.9%33.3%39.0%43.2%33.3%
Below Avg (3-4)5.8%11.9%0.0%5.4%40.8%33.3%
Poor (1-2)0.0%0.0%0.0%0.0%0.0%33.3%
BASE 36 67 6 18 7 3 0
MEAN 6.80 6.88 6.83 6.55 5.05 3.67
6.80 6.88 6.83 6.55
5.05
3.67
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Section 4 —Alternative Messaging
51
SAFE AND RESPONSIBLE TRAVEL
52 Q. Either before visiting or while you were in Hawaiʻi, do you recall seeing or hearing anything about any of the following topics?
U.S. West U.S. East Japan Canada Oceania Korea China
Yes, pre-arrival 19.8%16.8%30.2%17.3%17.5%29.7%14.5%
Yes, during visit 12.2%14.6%11.1%13.3%13.0%20.2%18.8%
Both pre- & during trip 17.1%18.1%32.9%11.5%9.6%12.3%20.0%
No 50.9%50.5%25.8%58.0%59.8%37.8%46.7%
BASE 1,544 1,568 225 887 308 268 39
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
CARING FOR AND RESPECTING HAWAIʻI’S
CULTURE, PEOPLE AND ENVIRONMENT
53 Q. Either before visiting or while you were in Hawaiʻi, do you recall seeing or hearing anything about any of the following topics?
U.S. West U.S. East Japan Canada Oceania Korea China
Yes, pre-arrival 27.1%25.6%30.3%25.0%29.6%32.8%18.2%
Yes, during visit 21.1%23.9%18.2%33.3%23.1%26.9%31.6%
Both pre- & during trip 33.2%34.2%30.2%24.8%19.0%14.0%27.2%
No 18.7%16.3%21.3%16.8%28.3%26.3%23.0%
BASE 1,544 1,568 225 887 308 268 39
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
OCEAN AND HIKING SAFETY
54 Q. Either before visiting or while you were in Hawaiʻi, do you recall seeing or hearing anything about any of the following topics?
U.S. West U.S. East Japan Canada Oceania Korea China
Yes, pre-arrival 17.8%16.1%27.1%15.8%13.7%24.5%27.2%
Yes, during visit 26.0%28.4%19.1%35.6%23.1%29.7%32.2%
Both pre- & during trip 20.9%22.3%25.8%16.1%8.7%13.6%20.0%
No 35.2%33.1%28.0%32.5%54.5%32.2%20.6%
BASE 1,544 1,568 225 887 308 268 39
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
VOLUNTEER / GIVE-BACK OPPORTUNITIES
55 Q. Either before visiting or while you were in Hawaiʻi, do you recall seeing or hearing anything about any of the following topics?
U.S. West U.S. East Japan Canada Oceania Korea China
Yes, pre-arrival 11.9%10.3%14.7%8.9%6.9%16.3%2.4%
Yes, during visit 11.5%13.5%7.9%14.4%10.4%19.0%12.7%
Both pre- & during trip 8.2%8.8%10.2%5.7%3.2%8.3%12.7%
No 68.4%67.5%67.2%71.1%79.5%56.4%72.1%
BASE 1,544 1,568 225 887 308 268 39
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
SUPPORT LOCAL / SHOP LOCAL
56 Q. Either before visiting or while you were in Hawaiʻi, do you recall seeing or hearing anything about any of the following topics?
U.S. West U.S. East Japan Canada Oceania Korea China
Yes, pre-arrival 17.4%15.1%18.7%15.7%13.7%27.9%12.7%
Yes, during visit 26.2%27.2%16.4%35.2%20.8%22.1%26.1%
Both pre- & during trip 20.6%20.7%14.7%13.9%5.6%12.0%20.0%
No 35.9%37.0%50.3%35.3%59.9%38.0%41.2%
BASE 1,544 1,568 225 887 308 268 39
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
MĀLAMA HAWAIʻI
57 Q. Either before visiting or while you were in Hawaiʻi, do you recall seeing or hearing anything about any of the following topics?
U.S. West U.S. East Japan Canada Oceania Korea China
Yes, pre-arrival 4.9%4.2%15.1%4.4%5.7%16.3%4.8%
Yes, during visit 6.4%8.0%11.1%8.2%6.2%19.5%12.7%
Both pre- & during trip 5.8%5.9%12.9%3.6%2.2%7.8%15.8%
No 82.9%81.9%61.0%83.8%85.9%56.3%66.7%
BASE 1,544 1,568 225 887 308 268 39
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Section 5 — Oʻahu
58
SATISFACTION – OʻAHU
59 Q. How would you rate your most recent trip to the state of Hawaiʻi? How would you rate your experience on___?
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)83.0%83.9%77.7%83.6%75.8%82.7%78.3%
Above Avg (5-6)14.4%13.8%20.0%15.0%21.6%15.6%19.1%
Below Avg (3-4)2.3%2.0%1.9%1.4%2.5%1.3%0.0%
Poor (1-2)0.3%0.2%0.5%0.0%0.0%0.4%2.5%
BASE 683 933 215 373 309 253 37
MEAN 7.31 7.37 7.17 7.36 7.13 7.37 7.09
7.31 7.37 7.17 7.36 7.13 7.37 7.09
0
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
SATISFACTION – OʻAHU
60 Q. How would you rate your most recent trip to the state of Hawaiʻi? How would you rate your experience on___?
•Gender: Females from U.S. East expressed higher levels of satisfaction compared to males from this market.
•Islands visited: Visitors from U.S. East, Japan and Korea whose trip consisted of staying on just O‘ahu gave the
island a higher mean satisfaction score than those who also visited one or more of the Neighbor Islands during their
stay.
•Travel party size:Those visiting from Japan in larger travel parties of three or more individuals gave higher mean
satisfaction scores.
•Household income: Satisfaction is lowest among more affluent ($150K+) visitors from U.S. East.
•Education: Visitors from Japan and Oceania with a college degree were more satisfied with their stay than those
without a college degree.
SATISFACTION – OʻAHU
61 Q. How would you rate your most recent trip to the state of Hawaiʻi? How would you rate your experience on___?
Tracking Data – Rating of “Excellent” (7-8)
Q4 2016 Q4 2017 Q4 2018 Q4 2019 Q4 2020 Q4 2021 Q4 2022 Q4 2023 P
U.S. West 75.8%79.0%76.6%79.0%78.1%82.6%82.8%83.0%
U.S. East 78.2%83.8%77.8%80.6%76.5%79.5%82.2%83.9%
Japan 79.9%75.7%68.8%78.7%77.5%77.7%
Canada 78.4%80.2%78.3%82.8%83.5%83.6%
Oceania 79.6%80.5%76.6%78.3%73.8%75.8%
Korea 77.6%71.5%69.2%76.9%84.7%82.7%
China 81.2%78.5%70.5%69.6%52.3%78.3%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Due to impact of the pandemic, there were too few travelers from Japan, Canada, Oceania, Korea, and China in 2020 and 2021 to provide an adequate sample size of visitors.
P= Preliminary Data
ENTERTAINMENT/ ATTRACTIONS – OʻAHU
62 Q. How would you rate the following aspects of your most recent visit to Oʻahu?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)78.2%82.3%48.3%72.5%64.6%69.4%73.2%
Above Avg (5-6)19.0%15.4%38.2%25.3%30.6%27.6%26.8%
Below Avg (3-4)2.4%1.9%12.9%2.2%4.8%1.9%0.0%
Poor (1-2)0.3%0.3%0.5%0.0%0.0%1.0%0.0%
BASE 571 720 186 281 269 207 30
MEAN 7.16 7.29 6.33 6.99 6.73 6.92 7.09
7.16 7.29
6.33
6.99 6.73 6.92 7.09
0
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
SHOPPING – OʻAHU
63 Q. How would you rate the following aspects of your most recent visit to Oʻahu?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)75.1%77.3%49.2%71.0%58.6%64.0%79.7%
Above Avg (5-6)21.3%18.9%35.8%24.5%35.5%30.7%17.1%
Below Avg (3-4)2.9%3.3%13.0%4.1%5.2%3.9%3.2%
Poor (1-2)0.7%0.4%2.0%0.4%0.7%1.4%0.0%
BASE 569 692 201 269 272 207 29
MEAN 7.06 7.16 6.25 6.95 6.61 6.84 7.22
7.06 7.16
6.25
6.95 6.61 6.84 7.22
0
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
DINING/ FOOD & BEVERAGES – OʻAHU
64 Q. How would you rate the following aspects of your most recent visit to Oʻahu?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)75.5%76.8%51.2%71.1%53.5%56.0%70.9%
Above Avg (5-6)19.8%19.2%34.4%25.1%37.9%30.9%18.8%
Below Avg (3-4)4.3%3.8%12.3%3.8%7.9%11.3%10.3%
Poor (1-2)0.5%0.3%2.0%0.0%0.7%1.8%0.0%
BASE 614 746 195 288 282 207 30
MEAN 7.11 7.14 6.26 6.95 6.42 6.42 6.95
7.11 7.14
6.26
6.95 6.42 6.42 6.95
0
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
LODGING/ ACOMMODATIONS – OʻAHU
65 Q. How would you rate the following aspects of your most recent visit to Oʻahu?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)73.5%76.4%65.8%71.5%59.7%55.2%63.8%
Above Avg (5-6)22.0%18.2%25.6%21.4%29.2%34.0%33.1%
Below Avg (3-4)3.9%4.4%8.5%6.8%9.2%7.4%0.0%
Poor (1-2)0.5%1.0%0.0%0.3%1.8%3.4%3.1%
BASE 584 702 199 281 281 208 30
MEAN 7.04 7.10 6.77 6.87 6.50 6.45 6.78
7.04 7.10 6.77 6.87 6.50 6.45 6.78
0
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
TRANSPORTATION ON ISLAND – OʻAHU
66 Q. How would you rate the following aspects of your most recent visit to Oʻahu?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)63.7%69.1%44.7%67.0%56.2%58.1%62.4%
Above Avg (5-6)26.4%23.1%38.2%26.2%34.9%33.4%31.4%
Below Avg (3-4)8.2%6.5%15.6%6.5%7.9%7.6%6.3%
Poor (1-2)1.6%1.3%1.5%0.4%1.1%0.9%0.0%
BASE 546 677 199 264 273 205 30
MEAN 6.68 6.84 6.12 6.78 6.48 6.59 6.58
6.68 6.84
6.12
6.78 6.48 6.59 6.58
0
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
LIKELIHOOD OF RETURN VISIT – OʻAHU
67 Q. How likely are you to visit Oʻahu again in the next five years?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Very likely (7-8)67.2%55.5%57.4%55.9%50.2%73.2%60.7%
Somewhat likely (5-6)22.2%23.5%23.3%26.1%27.0%17.8%26.8%
Somewhat unlikely (3-4)4.8%9.0%8.7%7.8%11.8%3.7%3.1%
Very unlikely (1-2)4.7%8.6%1.9%7.5%6.4%2.4%6.3%
Don’t know 1.1%3.4%8.7%2.7%4.6%2.8%3.1%
BASE 620 763 206 293 284 208 30
MEAN 6.81 6.24 6.71 6.29 6.23 7.07 6.63
6.81 6.24 6.71 6.29 6.23
7.07 6.63
0
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
LIKELIHOOD OF RETURN VISIT – OʻAHU
68 Q. How likely are you to visit Oʻahu again in the next five years?
TOP BOX - VERY LIKELY (7-8)
Q4 2018 Q4 2019 Q4 2020 Q4 2021 Q4 2022 Q4 2023 P
U.S. West 58.9%67.6%77.8%69.7%68.1%67.2%
U.S. East 50.8%54.6%67.1%53.1%58.2%55.5%
Japan 52.4%52.5%55.1%57.4%
Canada 57.5%55.8%57.5%55.9%
Oceania 55.4%56.0%58.8%50.2%
Korea 57.9%60.9%78.7%73.2%
China 65.2%49.6%89.2%60.7%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Due to impact of the pandemic, there were too few travelers from Japan, Canada, Oceania, Korea, and China in 2020 and 2021 to provide an adequate sample size of visitors.
P= Preliminary Data
AIDED ADVERTISING AWARENESS – OʻAHU
69 Q. Do you remember seeing or hearing advertising for the island of Oʻahu prior to your arrival?
U.S. West U.S. East Japan Canada Oceania Korea China
Aided Ad Awareness 23.8%27.2%42.6%24.6%32.4%26.8%36.2%
No Prior Awareness 57.2%54.8%32.4%60.1%52.0%55.1%48.1%
Unsure 19.0%18.0%25.1%15.3%15.5%18.2%15.7%
BASE 620 767 207 294 285 208 30
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
MOTIVATING FACTORS – OʻAHU
70 Q. Which of the following, if any, motivated you to visit the island of Oʻahu?
U.S. West U.S. East Japan Canada Oceania Korea China
Famous landmarks or imagery/
natural beauty 36.1%40.3%38.7%41.6%41.3%68.6%49.6%
Hawaiian cultural events 12.6%15.7%15.5%16.0%10.8%5.6%25.6%
Outdoor or sporting activities and
events 15.3%13.7%11.6%15.6%9.4%9.8%24.5%
Social media posts and videos 10.6%10.4%27.1%16.3%16.5%20.1%13.4%
Hawaiian music 7.1%6.0%19.4%9.5%6.6%1.5%10.3%
Television programs or movies
filmed in Hawai‘i 7.4%11.7%40.6%16.0%15.7%13.7%17.4%
BASE 620 766 207 293 285 208 30
ATTRACTIONS – OʻAHU
71 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China
Atlantis Submarine & Cruises 1.8%3.6%2.9%1.7%1.0%3.9%10.3%
Bernice P. Bishop Museum 3.1%4.2%4.4%5.5%2.6%1.1%10.3%
Byodo-In Temple 11.2%13.3%2.5%12.9%5.4%1.9%4.0%
Chinatown & Honolulu Art District 9.3%9.8%8.9%11.9%6.4%2.2%19.7%
Diamond Head State Monument 22.4%30.9%25.5%33.6%23.7%43.3%26.8%
Dole Plantation 30.0%37.6%8.9%34.3%21.3%46.0%15.7%
Foster Botanical Garden 3.2%3.2%1.5%3.4%1.7%0.0%3.1%
Hale‘iwa 15.9%21.6%20.7%21.2%9.4%8.6%10.3%
Hanauma Bay Nature Reserve 9.9%10.7%5.9%12.6%4.6%20.5%6.3%
Harold L. Lyon Arboretum 0.3%0.3%0.0%1.3%0.3%0.0%0.0%
Hawaiʻi State Art Museum 0.5%1.3%0.5%2.4%1.1%0.6%0.0%
Honolulu Museum of Art 2.0%2.2%2.0%2.7%2.8%1.5%0.0%
Hawaiian Mission Houses, Historic
Site and Archive 0.5%1.3%0.5%1.4%0.7%1.0%0.0%
Hawai‘i’s Plantation Village 0.8%1.5%0.0%2.7%1.4%2.2%6.3%
Honolulu Zoo 7.4%6.1%5.4%11.3%6.5%8.9%4.0%
ATTRACTIONS – OʻAHU
72 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China
Ho‘omaluhia Botanical Garden 6.1%5.3%0.5%4.8%3.5%2.8%0.0%
‘Iolani Palace State Monument 4.3%5.3%9.3%6.1%6.8%14.6%0.0%
Kailua Town 13.3%10.5%9.9%16.4%5.0%8.0%0.0%
Kaiwi State Scenic Shoreline/
Makapu‘u Trail 4.2%5.4%1.5%9.2%2.5%0.5%3.1%
Kaka‘ako Street Art 1.4%2.2%13.8%2.7%0.3%6.6%3.1%
Koko Head Crater Trail 4.7%7.8%0.5%10.3%4.2%4.5%3.1%
Kualoa Private Nature Reserve 13.2%14.3%7.4%15.2%11.1%15.1%12.5%
Lanikai or Kailua Beach 23.6%22.3%16.3%32.4%13.8%23.6%18.2%
Mānoa Falls & Trail 7.9%13.3%2.5%12.9%4.9%1.0%3.1%
National Memorial Cemetery of
the Pacific 8.2%11.5%0.5%7.5%7.6%3.7%0.0%
Nu‘uanu Pali Lookout 8.2%10.8%2.5%13.9%5.7%4.2%3.1%
North Shore Beaches 40.5%43.1%13.3%46.3%27.3%27.1%37.9%
ATTRACTIONS – OʻAHU
73 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China
Pearl Harbor National Memorial 30.2%45.4%5.9%42.8%37.1%9.1%22.0%
Battleship Missouri Memorial 11.5%18.9%4.9%17.1%20.1%6.0%13.4%
Pearl Harbor Aviation Museum 12.9%16.6%3.9%17.4%13.5%1.5%13.4%
Pacific Fleet Submarine
Museum 6.3%7.0%1.0%9.9%3.7%2.8%4.0%
Polynesian Cultural Center 13.8%14.4%1.5%16.6%8.9%4.1%19.7%
Queen Emma’s Summer Palace 1.5%1.3%0.5%0.7%1.7%0.5%0.0%
Sea Life Park Hawai‘i 4.7%3.0%0.5%3.4%3.7%4.9%7.1%
Waikīkī Aquarium 5.2%4.6%2.0%5.2%8.5%2.3%0.0%
Waimānalo Beach Park 7.4%9.1%3.4%15.3%4.5%7.4%3.1%
Waimea Valley 14.5%17.9%1.5%18.7%7.4%1.9%3.1%
DANIEL K. INOUYE INTERNATIONAL AIRPORT
74 Q. How would you rate your experience arriving at Daniel K. Inouye International Airport?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)70.7%72.1%41.3%67.2%50.1%33.9%76.5%
Above Avg (5-6)23.1%22.8%48.3%25.9%35.4%44.4%20.3%
Below Avg (3-4)5.1%4.7%7.4%6.2%12.4%19.1%0.0%
Poor (1-2)1.0%0.4%3.0%0.7%2.1%2.5%3.2%
BASE 610 749 203 290 281 206 29
MEAN 6.93 7.01 6.04 6.83 6.28 5.74 6.90
6.93 7.01
6.04
6.83 6.28 5.74
6.90
0
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
SNORKELING EQUIPMENT USED – OʻAHU
75 Q. Which type of snorkeling equipment did you use?
U.S. West U.S. East Japan Canada Oceania Korea China
Neither of these 4.1%0.9%0.0%1.0%3.6%0.8%0.0%
Full-face snorkel mask 12.3%14.8%0.0%15.1%1.8%24.3%0.0%
2-piece, separate mask & snorkel 89.2%88.0%100.0%88.9%94.6%82.2%100.0%
BASE 192 216 24 99 51 122 7
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
SNORKELING OCEAN SAFETY – OʻAHU
76 Q. Did you have a bad experience in the ocean where you had to be assisted or rescued?
U.S. West U.S. East Japan Canada Oceania Korea China
Did not have to be assisted or
rescued 97.2%98.6%100.0%99.0%100.0%99.2%86.7%
Yes, needed assistance –using
2-piece mask & snorkel 2.8%1.4%0.0%1.0%0.0%0.8%13.3%
Yes, while snorkeling using a
full-face snorkel mask 0.0%0.0%0.0%0.0%0.0%0.0%0.0%
BASE 184 214 24 98 49 121 7
CAR RENTAL – OʻAHU
77 Q. If you rented a car during your trip to Oʻahu, did you rent a car for your entire trip to Oʻahu?
U.S. West U.S. East Japan Canada Oceania Korea China
Rented entire stay 50.6%43.9%16.2%37.5%11.8%32.4%47.1%
Rented portion of stay 13.1%15.3%34.8%23.3%22.1%37.8%28.5%
Did NOT rent a car 36.3%40.8%49.0%39.2%66.2%29.8%24.4%
BASE 616 759 204 292 282 208 29
50.6%43.9%
16.2%
37.5%
11.8%
32.4%
47.1%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
REASONS FOR PARTIAL RENTAL CAR – OʻAHU
78 Q. You indicated that you rented a car for only part of your Oʻahu trip. Why did you rent a vehicle for only part of your Oʻahu trip?
U.S. West U.S. East Japan Canada Oceania Korea China
Parking was too expensive at my
hotel/ lodging 52.8%32.8%9.9%44.1%20.3%48.3%77.3%
Car rental rates were too
expensive 31.9%13.8%15.5%27.8%20.1%26.7%22.7%
I only needed a vehicle on
certain dates 76.9%80.2%87.4%75.1%79.7%66.9%34.1%
Vehicles were not available for
all of my trip dates 1.2%2.6%4.3%3.0%3.3%5.4%0.0%
BASE 80 116 71 68 63 80 8
Section 6 —Kauaʻi
79
SATISFACTION –KAUAʻI
80 Q. How would you rate your most recent trip to the state of Hawai’i? How would you rate your experience on___?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)90.3%90.5%100.0%88.5%90.2%75.0%100.0%
Above Avg (5-6)9.0%8.9%0.0%11.0%9.8%25.0%0.0%
Below Avg (3-4)0.3%0.6%0.0%0.0%0.0%0.0%0.0%
Poor (1-2)0.3%0.0%0.0%0.5%0.0%0.0%0.0%
BASE 288 338 1 201 10 12 1
MEAN 7.56 7.66 8.00 7.52 7.71 7.17 7.00
7.56 7.66 8.00 7.52 7.71
7.17 7.00
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
SATISFACTION –KAUAʻI
81 Q. How would you rate your most recent trip to the state of Hawaiʻi? How would you rate your experience on___?
•Household income: Satisfaction is lowest among more affluent ($150K+) visitors from U.S. West.
•Education: Visitors from U.S. West and Oceania without a college degree were more satisfied with their stay than
those with a college degree.
SATISFACTION –KAUAʻI
82 Q. How would you rate your most recent trip to the state of Hawai’i? How would you rate your experience on___?
Tracking Data – Rating of “Excellent” (7-8)
Q4 2016 Q4 2017 Q4 2018 Q4 2019 Q4 2020 Q4 2021 Q4 2022 Q4 2023 P
U.S. West 92.4%92.5%88.8%89.4%83.9%88.4%88.0%90.3%
U.S. East 93.5%91.8%94.2%88.9%80.7%88.8%88.0%90.5%
Japan 72.5%84.0%75.5%74.9%100.0%100.0%
Canada 88.0%88.0%84.4%88.8%90.3%88.5%
Oceania 100.0%83.9%68.1%84.4%76.5%90.2%
Korea 85.7%73.4%70.2%78.4%76.6%75.0%
China 87.4%87.1%69.8%63.6%82.8%100.0%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Due to impact of the pandemic, there were too few travelers from Japan, Canada, Oceania, Korea, and China in 2020 and 2021 to provide an adequate sample size of visitors.
P= Preliminary Data
ENTERTAINMENT/ ATTRACTIONS –KAUAʻI
83 Q. How would you rate the following aspects of your most recent visit to Kaua‘i?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)72.8%82.7%0.0%73.3%78.2%58.3%
Above Avg (5-6)23.4%14.3%100.0%24.5%10.9%33.3%
Below Avg (3-4)2.9%3.0%0.0%2.3%10.9%8.3%
Poor (1-2)0.8%0.0%0.0%0.0%0.0%0.0%
BASE 244 300 1 180 9 12 0
MEAN 7.08 7.35 5.00 7.01 7.13 6.58
7.08 7.35
5.00
7.01 7.13
6.58
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
SHOPPING –KAUAʻI
84 Q. How would you rate the following aspects of your most recent visit to Kaua‘i?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)55.0%58.7%0.0%48.9%75.5%18.2%
Above Avg (5-6)37.4%31.4%100.0%39.5%24.5%54.5%
Below Avg (3-4)6.9%9.6%0.0%10.6%0.0%18.2%
Poor (1-2)0.7%0.3%0.0%1.0%0.0%9.1%
BASE 263 293 1 190 8 11 0
MEAN 6.52 6.64 6.00 6.31 7.14 5.00
6.52 6.64
6.00 6.31
7.14
5.00
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
DINING/ FOOD & BEVERAGE –KAUAʻI
85 Q. How would you rate the following aspects of your most recent visit to Kaua‘i?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)64.1%68.9%0.0%52.9%63.3%18.2%
Above Avg (5-6)27.5%24.4%100.0%36.9%36.7%36.4%
Below Avg (3-4)8.0%6.1%0.0%10.2%0.0%45.5%
Poor (1-2)0.4%0.6%0.0%0.0%0.0%0.0%
BASE 275 312 1 187 8 11 0
MEAN 6.76 6.86 6.00 6.47 7.02 5.18
6.76 6.86
6.00 6.47
7.02
5.18
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
LODGING/ ACCOMMODATIONS –KAUAʻI
86 Q. How would you rate the following aspects of your most recent visit to Kaua‘i?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)77.2%84.8%100.0%72.4%85.7%50.0%
Above Avg (5-6)19.9%12.1%0.0%24.0%0.0%50.0%
Below Avg (3-4)2.9%2.8%0.0%3.6%14.3%0.0%
Poor (1-2)0.0%0.3%0.0%0.0%0.0%0.0%
BASE 267 289 1 167 7 6 0
MEAN 7.20 7.35 8.00 7.05 7.14 6.17
7.20 7.35 8.00 7.05 7.14
6.17
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
BEACHES –KAUAʻI
87 Q. How would you rate the following aspects of your most recent visit to Kaua‘i?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)90.7%86.0%100.0%87.2%75.0%75.0%
Above Avg (5-6)8.5%12.4%0.0%12.3%12.5%25.0%
Below Avg (3-4)0.8%1.3%0.0%0.5%12.5%0.0%
Poor (1-2)0.0%0.3%0.0%0.0%0.0%0.0%
BASE 275 307 1 188 8 12 0
MEAN 7.61 7.46 8.00 7.47 7.25 7.17
7.61 7.46 8.00 7.47 7.25 7.17
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
PUBLIC AREAS –KAUAʻI
88 Q. How would you rate the following aspects of your most recent visit to Kaua‘i?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)76.0%72.5%100.0%73.7%65.4%41.7%
Above Avg (5-6)22.2%22.7%0.0%25.2%23.7%41.7%
Below Avg (3-4)1.5%3.2%0.0%0.5%10.9%16.7%
Poor (1-2)0.4%1.6%0.0%0.5%0.0%0.0%
BASE 273 313 1 191 9 12 0
MEAN 7.16 6.97 7.00 7.04 6.98 6.08
7.16 6.97 7.00 7.04 6.98
6.08
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
PARKS –KAUAʻI
89 Q. How would you rate the following aspects of your most recent visit to Kaua‘i?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)78.9%81.3%0.0%81.5%87.8%66.7%
Above Avg (5-6)19.2%16.1%100.0%18.0%0.0%33.3%
Below Avg (3-4)1.5%2.0%0.0%0.5%12.2%0.0%
Poor (1-2)0.4%0.7%0.0%0.0%0.0%0.0%
BASE 253 299 1 184 8 12 0
MEAN 7.22 7.28 6.00 7.26 7.39 6.75
7.22 7.28
6.00
7.26 7.39
6.75
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
ROADS –KAUAʻI
90 Q. How would you rate the following aspects of your most recent visit to Kaua‘i?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)42.6%54.7%0.0%54.5%65.4%41.7%
Above Avg (5-6)42.1%33.0%100.0%35.7%12.8%41.7%
Below Avg (3-4)14.7%11.3%0.0%9.3%10.9%16.7%
Poor (1-2)0.7%0.9%0.0%0.5%10.9%0.0%
BASE 278 318 1 194 9 12 0
MEAN 6.04 6.46 5.00 6.45 6.09 5.92
6.04 6.46
5.00
6.45 6.09 5.92
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
TRANSPORTATION ON ISLAND –KAUAʻI
91 Q. How would you rate the following aspects of your most recent visit to Kaua‘i?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)57.3%66.8%0.0%65.0%100.0%45.5%
Above Avg (5-6)32.2%26.9%0.0%26.5%0.0%45.5%
Below Avg (3-4)9.7%5.2%0.0%5.8%0.0%9.1%
Poor (1-2)0.9%1.1%100.0%2.6%0.0%0.0%
BASE 226 268 1 155 7 11 0
MEAN 6.52 6.81 2.00 6.70 7.58 6.36
6.52 6.81
2.00
6.70
7.58
6.36
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
LIKELIHOOD OF RETURN VISIT –KAUAʻI
92 Q. How likely are you to visit Kaua‘i again in the next five years?
8-pt Rating Scale
8 = Very likely / 1 = Very unlikely
U.S. West U.S. East Japan Canada Oceania Korea China
Very likely (7-8)66.8%46.8%0.0%50.2%43.6%58.3%
Somewhat likely (5-6)20.2%29.8%100.0%29.8%34.6%16.7%
Somewhat unlikely (3-4)6.9%8.9%0.0%10.0%0.0%25.0%
Very unlikely (1-2)2.5%10.5%0.0%6.4%10.9%0.0%
Don’t know 3.6%4.0%0.0%3.5%10.9%0.0%
BASE 283 325 1 198 9 12 0
MEAN 6.89 5.96 5.00 6.22 5.98 6.33
6.89
5.96
5.00
6.22 5.98 6.33
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
LIKELIHOOD OF RETURN VISIT –KAUAʻI
93 Q. How likely are you to visit Kaua‘i again in the next five years?
TOP BOX - VERY LIKELY (7-8)
Q4 2018 Q4 2019 Q4 2020 Q4 2021 Q4 2022 Q4 2023 P
U.S. West 62.9%68.2%71.4%66.3%60.3%66.8%
U.S. East 34.4%38.6%56.5%46.4%41.7%46.8%
Japan 54.0%36.9%100.0%0.0%
Canada 48.0%55.2%46.8%50.2%
Oceania 16.2%27.2%40.1%43.3%
Korea 50.0%21.7%53.1%58.3%
China 32.9%42.9%43.7%0.0%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Due to impact of the pandemic, there were too few travelers from Japan, Canada, Oceania, Korea, and China in 2020 and 2021 to provide an adequate sample size of visitors.
P= Preliminary Data
No Japanese visitors provided a Top Box score in Q4 2023No Chinese visitors responded to this question in Q4 2023
AIDED ADVERTISING AWARENESS –KAUAʻI
94 Q. Do you remember seeing or hearing advertising for the island of Kaua‘i prior to your arrival?
U.S. West U.S. East Japan Canada Oceania Korea China
Aided Ad Awareness 20.9%16.8%0.0%18.2%21.8%0.0%100.0%
No Prior Awareness 65.5%69.4%100.0%71.7%56.4%83.3%0.0%
Unsure 13.5%13.8%0.0%10.1%21.8%16.7%0.0%
BASE 284 327 1 198 9 12 1
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
MOTIVATING FACTORS –KAUAʻI
95 Q. Which of the following, if any, motivated you to visit the island of Kaua‘i?
U.S. West U.S. East Japan Canada Oceania Korea China
Famous landmarks or imagery/
natural beauty 40.4%44.7%100.0%38.3%56.4%25.0%0.0%
Hawaiian cultural events 4.5%7.3%0.0%7.1%21.8%0.0%0.0%
Outdoor or sporting activities and
events 14.4%13.8%0.0%12.6%32.7%0.0%0.0%
Social media posts and videos 7.0%8.9%0.0%4.0%34.6%0.0%0.0%
Hawaiian music 4.9%4.6%0.0%5.1%0.0%0.0%0.0%
Television programs or movies
filmed in Hawai‘i 4.6%6.4%0.0%5.5%0.0%16.7%0.0%
BASE 284 327 1 198 9 12 1
ATTRACTIONS –KAUAʻI
96 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China*
Fern Grotto 9.3%12.0%0.0%12.6%32.7%8.3%0.0%
Hanalei Town 52.9%47.1%100.0%53.4%32.7%16.7%0.0%
Hanalei Beach 51.4%44.9%100.0%55.4%32.7%16.7%0.0%
Kalapaki Beach 22.6%25.9%0.0%29.4%10.9%16.7%0.0%
Kalalau Trail 12.6%12.6%0.0%20.7%0.0%8.3%0.0%
Bike Path in Kapa‘a 9.1%8.0%0.0%11.8%10.9%0.0%0.0%
Kaua‘i Museum 6.1%4.3%0.0%4.0%0.0%8.3%0.0%
Ke‘e Beach 12.7%8.9%0.0%11.2%0.0%0.0%0.0%
Kīlauea Lighthouse 25.2%27.4%100.0%26.5%10.9%8.3%0.0%
Kōke‘e 8.2%10.2%0.0%13.2%0.0%0.0%0.0%
* No Chinese visitors responded to this question in Q4 2023
ATTRACTIONS –KAUAʻI
97 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China*
Kōke‘e Museum 2.9%3.4%0.0%4.5%0.0%0.0%0.0%
Na ‘Āina Kai Gardens 1.7%2.8%0.0%2.0%10.9%0.0%0.0%
Nāpali Coast 29.9%49.8%0.0%35.9%32.7%0.0%0.0%
Allerton Garden 7.6%12.0%0.0%10.2%0.0%0.0%0.0%
Limahuli Garden 5.0%5.5%0.0%4.0%0.0%0.0%0.0%
Old Kōloa Town 41.5%30.8%0.0%43.4%21.8%0.0%0.0%
ʻŌpaekaʻa Falls 18.9%23.7%0.0%23.9%0.0%8.3%0.0%
Po‘ipū Beach 70.7%63.7%0.0%66.6%43.6%25.0%0.0%
Smith’s Tropical Paradise Gardens 6.7%7.1%0.0%3.5%0.0%0.0%0.0%
Spouting Horn 29.2%31.7%0.0%35.2%32.7%16.7%0.0%
Wailua Falls 32.3%38.8%0.0%40.6%21.8%25.0%0.0%
* No Chinese visitors responded to this question in Q4 2023
ATTRACTIONS –KAUAʻI
98 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China*
Wailua River 18.2%20.0%0.0%20.3%10.9%16.7%0.0%
Waimea Canyon 45.4%59.1%0.0%58.8%56.4%58.3%0.0%
Disc Golf 0.4%0.9%0.0%1.5%0.0%0.0%0.0%
Mini Golf 2.2%0.9%0.0%1.0%0.0%0.0%0.0%
* No Chinese visitors responded to this question in Q4 2023
FRIENDLINESS OF KAUAʻI RESIDENTS
99 Q. How would you rate the friendliness of your interactions with members of Kaua‘i’s local community?
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)85.6%91.4%100.0%89.3%89.1%66.7%
Above Avg (5-6)11.4%6.8%0.0%9.2%0.0%16.7%
Below Avg (3-4)2.9%1.5%0.0%1.0%0.0%16.7%
Poor (1-2)0.0%0.3%0.0%0.5%10.9%0.0%
BASE 282 324 1 197 9 12 0
MEAN 7.40 7.59 7.00 7.53 7.35 6.50
7.40 7.59 7.00 7.53 7.35
6.50
0
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
TOP TRIP INFLUENCERS –KAUAʻI
Q. Which of the following had the biggest impact on why you chose to visit Kaua‘i?
U.S. West U.S. East Japan Canada Oceania Korea China*
Been here before 44.1%30.0%0.0%36.5%21.8%0.0%0.0%
Friend recommendation 28.2%28.7%0.0%29.8%10.9%25.0%0.0%
Cruise line stop/part of tour 2.5%10.5%0.0%12.0%23.7%0.0%0.0%
Visiting Family/ Friends 5.8%2.5%0.0%3.6%0.0%0.0%0.0%
Own a timeshare 3.5%1.9%0.0%2.6%0.0%0.0%0.0%
Attending Conference/ Event 2.5%2.8%0.0%3.0%0.0%0.0%0.0%
Travel Agent 1.2%3.7%0.0%2.0%10.9%75.0%0.0%
Social Media Post 3.1%1.2%0.0%1.5%10.9%0.0%0.0%
Location/ Never been, but went to
other islands 2.4%2.5%0.0%1.5%0.0%0.0%0.0%
100
SNORKELING EQUIPMENT USED –KAUA ʻI
Q. Which type of snorkeling equipment did you use?
U.S. West U.S. East Japan Canada Oceania Korea China
Neither of these 4.3%2.0%2.3%0.0%
Full-face snorkel mask 9.9%12.1%7.0%0.0%
2-piece, separate mask & snorkel 88.2%89.9%95.3%100.0%
BASE 120 99 0 86 1 0 0
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
101
SNORKELING OCEAN SAFETY –KAUAʻI
102 Q. Did you have a bad experience in the ocean where you had to be assisted or rescued?
U.S. West U.S. East Japan Canada Oceania Korea China
Did not have to be assisted or
rescued 99.2%96.9%-98.8%100.0%--
Yes, needed assistance –using 2-
piece mask & snorkel 0.8%3.1%-1.2%0.0%--
Yes, while snorkeling using a full-
face snorkel mask 0.0%0.0%-0.0%0.0%--
BASE 115 97 0 84 1 0 0
Section 7 — Maui
103
SATISFACTION –MAUI
104 Q. How would you rate your most recent trip to the state of Hawai’i? How would you rate your experience on___?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)87.8%89.3%66.4%90.8%90.8%60.0%87.9%
Above Avg (5-6)10.9%9.9%33.6%9.2%9.2%40.0%0.0%
Below Avg (3-4)1.3%0.8%0.0%0.0%0.0%0.0%12.1%
Poor (1-2)0.0%0.0%0.0%0.0%0.0%0.0%0.0%
BASE 387 384 3 228 23 5 8
MEAN 7.52 7.57 6.66 7.52 7.61 6.80 7.12
7.52 7.57
6.66
7.52 7.61
6.80 7.12
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
SATISFACTION –MAUI
105 Q. How would you rate your most recent trip to the state of Hawai’i? How would you rate your experience on___?
Tracking Data – Rating of “Excellent” (7-8)
Q4 2016 Q4 2017 Q4 2018 Q4 2019 Q4 2020 Q4 2021 Q4 2022 Q4 2023 P
U.S. West 88.0%90.9%88.7%89.9%86.0%89.4%87.5%87.8%
U.S. East 94.5%90.0%92.3%90.7%87.2%91.3%90.6%89.3%
Japan 81.9%81.5%78.6%74.3%100.0%66.4%
Canada 86.2%90.3%92.3%92.4%85.8%90.8%
Oceania 94.8%84.7%82.2%80.6%65.2%90.8%
Korea 81.9%68.9%66.7%82.1%100.0%60.0%
China 88.8%82.0%76.8%73.3%72.9%87.9%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Due to impact of the pandemic, there were too few travelers from Japan, Canada, Oceania, Korea, and China in 2020 and 2021 to provide an adequate sample size of visitors.
P= Preliminary Data
ENTERTAINMENT/ ATTRACTIONS –MAUI
106 Q. How would you rate the following aspects of your most recent visit to Maui?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)68.6%74.2%33.6%70.2%66.7%50.0%66.7%
Above Avg (5-6)28.0%23.3%32.9%24.4%33.3%50.0%33.3%
Below Avg (3-4)3.4%2.1%33.6%4.8%0.0%0.0%0.0%
Poor (1-2)0.0%0.4%0.0%0.6%0.0%0.0%0.0%
BASE 323 279 3 168 15 4 6
MEAN 6.98 7.18 5.67 6.90 7.00 6.50 6.83
6.98 7.18
5.67
6.90 7.00 6.50 6.83
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
SHOPPING –MAUI
107 Q. How would you rate the following aspects of your most recent visit to Maui?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)63.2%62.3%67.1%48.1%56.6%0.0%33.3%
Above Avg (5-6)28.5%31.3%32.9%42.6%31.3%50.0%66.7%
Below Avg (3-4)8.3%6.0%0.0%8.7%12.1%50.0%0.0%
Poor (1-2)0.0%0.4%0.0%0.6%0.0%0.0%0.0%
BASE 325 268 3 160 16 4 3
MEAN 6.67 6.79 7.01 6.33 6.59 4.50 5.67
6.67 6.79 7.01
6.33 6.59
4.50
5.67
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
DINING/ FOOD & BEVERAGE –MAUI
108 Q. How would you rate the following aspects of your most recent visit to Maui?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)71.5%79.3%67.1%71.2%100.0%25.0%16.7%
Above Avg (5-6)24.6%17.4%32.9%21.5%0.0%50.0%50.0%
Below Avg (3-4)3.4%3.0%0.0%7.3%0.0%25.0%33.3%
Poor (1-2)0.6%0.3%0.0%0.0%0.0%0.0%0.0%
BASE 356 299 3 177 16 4 6
MEAN 7.00 7.22 6.68 6.90 7.63 5.50 5.17
7.00 7.22
6.68 6.90 7.63
5.50 5.17
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
LODGING/ ACCOMMODATIONS –MAUI
109 Q. How would you rate the following aspects of your most recent visit to Maui?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)80.0%82.0%33.6%80.2%93.0%75.0%40.0%
Above Avg (5-6)15.6%15.9%33.6%15.9%7.0%0.0%60.0%
Below Avg (3-4)3.8%1.7%32.9%3.9%0.0%25.0%0.0%
Poor (1-2)0.6%0.3%0.0%0.0%0.0%0.0%0.0%
BASE 343 289 3 176 14 4 5
MEAN 7.25 7.33 5.35 7.16 7.79 6.75 6.60
7.25 7.33
5.35
7.16 7.79
6.75 6.60
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
TRANSPORTATION ON ISLAND –MAUI
110 Q. How would you rate the following aspects of your most recent visit to Maui?
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)71.9%73.7%33.6%71.9%73.1%50.0%66.7%
Above Avg (5-6)22.6%21.0%32.9%20.7%20.5%50.0%16.7%
Below Avg (3-4)4.3%4.9%33.6%6.9%6.4%0.0%0.0%
Poor (1-2)1.2%0.4%0.0%0.6%0.0%0.0%16.7%
BASE 320 266 3 160 15 4 6
MEAN 6.99 7.05 5.67 6.86 7.00 6.75 6.33
6.99 7.05
5.67
6.86 7.00 6.75 6.33
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
LIKELIHOOD OF RETURN VISIT –MAUI
111 Q. How likely are you to visit Maui again in the next five years?
8-pt Rating Scale
8 = Very likely / 1 = Very unlikely
U.S. West U.S. East Japan Canada Oceania Korea China
Very likely (7-8)75.5%62.1%67.1%67.5%40.9%25.0%66.7%
Somewhat likely (5-6)16.1%25.8%32.9%18.4%23.8%75.0%33.3%
Somewhat unlikely (3-4)4.2%7.2%0.0%5.9%29.5%0.0%0.0%
Very unlikely (1-2)2.2%3.6%0.0%5.9%5.7%0.0%0.0%
Don’t know 2.0%1.3%0.0%2.2%0.0%0.0%0.0%
BASE 365 306 3 183 17 4 6
MEAN 7.19 6.65 7.01 6.80 5.70 6.25 7.00
7.19
6.65 7.01 6.80
5.70 6.25
7.00
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
LIKELIHOOD OF RETURN VISIT –MAUI
112 Q. How likely are you to visit Maui again in the next five years?
TOP BOX - VERY LIKELY (7-8)
Q4 2018 Q4 2019 Q4 2020 Q4 2021 Q4 2022 Q4 2023 P
U.S. West 74.1%74.0%80.7%67.8%70.0%75.5%
U.S. East 53.4%56.7%66.5%54.0%52.3%62.1%
Japan 34.9%43.5%0.0%67.1%
Canada 72.4%66.1%55.6%67.5%
Oceania 45.5%51.3%27.4%40.9%
Korea 47.9%61.5%53.1%25.0%
China 62.7%50.5%55.9%66.7%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Due to impact of the pandemic, there were too few travelers from Japan, Canada, Oceania, Korea, and China in 2020 and 2021 to provide an adequate sample size of visitors.
P= Preliminary Data
AIDED ADVERTISING AWARENESS –MAUI
113 Q. Do you remember seeing or hearing advertising for the island of Maui prior to your arrival?
U.S. West U.S. East Japan Canada Oceania Korea China
Aided Ad Awareness 36.9%36.6%67.1%32.3%50.9%25.0%16.7%
No Prior Awareness 48.5%48.5%32.9%50.8%21.4%50.0%66.7%
Unsure 14.6%14.9%0.0%16.9%27.7%25.0%16.7%
BASE 366 309 3 183 18 4 6
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
MOTIVATING FACTORS -MAUI
114 Q. Which of the following, if any, motivated you to visit the island of Maui?
U.S. West U.S. East Japan Canada Oceania Korea China
Famous landmarks or imagery/
natural beauty 32.6%43.4%0.0%34.4%60.7%75.0%66.7%
Hawaiian cultural events 7.8%11.0%33.6%8.2%11.6%0.0%0.0%
Outdoor or sporting activities and events 18.0%13.9%0.0%15.9%23.3%0.0%33.3%
Social media posts and videos 9.5%13.6%0.0%10.3%17.0%0.0%16.7%
Hawaiian music 6.5%10.4%0.0%6.6%17.0%0.0%0.0%
Television programs or movies filmed
in Hawai‘i 3.3%7.8%32.9%6.5%27.7%25.0%0.0%
BASE 366 309 3 183 18 4 6
ATTRACTIONS –MAUI
115 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China
Alexander & Baldwin Sugar Museum 1.4%1.0%0.0%1.1%0.0%0.0%0.0%
Aquarium Maui/ Maui Ocean Center 17.0%12.7%33.6%19.8%11.4%0.0%16.7%
Baldwin Missionary Home Museum 0.5%1.3%0.0%0.0%0.0%0.0%0.0%
Hale Pa‘i Printing House 0.0%0.0%0.0%0.0%0.0%0.0%0.0%
Haleakalā National Park 24.4%42.5%0.0%38.8%40.9%25.0%33.3%
Haleki‘i-Pihana Heiau State Monument 0.6%1.6%0.0%2.2%0.0%0.0%0.0%
Hana Cultural Center 6.2%10.8%0.0%6.6%12.4%25.0%16.7%
ʻĪaoValley State Monument 11.9%14.7%0.0%11.0%0.0%0.0%0.0%
Kepaniwai Park & Heritage Gardens 2.7%5.2%0.0%5.4%6.7%0.0%0.0%
Kula Botanical Garden 6.0%7.2%0.0%8.2%11.4%0.0%16.7%
Maui Historical Society Bailey House
Museum 0.5%1.0%0.0%0.0%0.0%0.0%0.0%
Waiʻānapanapa State Park 10.6%19.9%33.6%14.7%11.4%0.0%0.0%
Whaler’s Village Museum 10.8%13.4%0.0%11.0%17.1%0.0%0.0%
Wo Hing Temple Museum 0.8%0.0%0.0%0.6%0.0%0.0%0.0%
WAIʻĀNAPANAPA STATE PARK –
RESERVATIONS SYSTEM USE
116 Q. Did you use the reservation system for Wainapanapa State Park?
U.S. West U.S. East Japan Canada Oceania Korea China
Yes 71.2%75.4%0.0%70.1%50.0%
No 28.8%24.6%100.0%29.9%50.0%
BASE 38 61 1 27 2 0 0
71.2%75.4%
0.0%
70.1%
50.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
WAIʻĀNAPANAPA STATE PARK –
RESERVATIONS SYSTEM PROBLEMS
117 Q. Did you experience any issues with the reservation system for Wainapanapa State Park?
U.S. West U.S. East Japan Canada Oceania Korea China
Yes, technical issues but able to book reservation 7.7%2.2%5.4%0.0%
Yes, unable to make reservation 3.6%6.5%0.0%0.0%
No, I was able to book a reservation without issue 88.7%91.3%94.6%100.0%
BASE 27 46 0 19 1 0 0
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
VISITED MAUI FOR SPECIFIC EVENT
118 Q. Was your visit to Maui to attend a specific festival or sporting event?
U.S. West U.S. East Japan Canada Oceania Korea China
Yes 0.8%1.0%0.0%0.6%0.0%25.0%0.0%
No 99.2%99.0%100.0%99.4%100.0%75.0%100.0%
BASE 365 305 3 181 17 4 6
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
VISITED MAUI FOR SPECIFIC EVENT
119 Q. Was your visit to Maui to attend a specific festival or sporting event?
U.S. West U.S. East Japan Canada Oceania Korea China
Other sporting event 33.3%33.3%-100.0%-0.0%-
Other Festival/concert 33.3%0.0%-0.0%-0.0%-
Other (please specify festival/event
name)33.3%0.0%-0.0%-0.0%-
Wedding/Honeymoon/Anniversary/
Birthday/Funeral/Graduation 0.0%33.3%-0.0%-0.0%-
Sentry Tournament of Golf Champions 0.0%33.3%-0.0%-0.0%-
American Windsurfing Tour 0.0%0.0%-0.0%-100.0%-
BASE 3 3 0 1 0 1 0
SNORKELING EQUIPMENT USED –MAUI
120 Q. Which type of snorkeling equipment did you use?
U.S. West U.S. East Japan Canada Oceania Korea China
Neither of these 1.6%0.7%0.0%1.0%0.0%0.0%
Full-face snorkel mask 7.6%8.6%0.0%10.0%0.0%100.0%
2-piece, separate mask & snorkel 95.6%94.3%100.0%94.9%100.0%100.0%
BASE 184 140 1 100 4 1 0
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
SNORKELING OCEAN SAFETY –MAUI
121 Q. Did you have a bad experience in the ocean where you had to be assisted or rescued?
U.S. West U.S. East Japan Canada Oceania Korea China
Did not have to be assisted or rescued 98.4%99.3%100.0%98.0%100.0%100.0%-
Yes, needed assistance –using 2-
piece mask & snorkel 1.6%0.7%0.0%2.0%0.0%0.0%-
Yes, while snorkeling using a full-
face snorkel mask 0.0%0.0%0.0%0.0%0.0%0.0%-
BASE 181 139 1 99 4 1 0
Section 8 — Island of Hawaiʻi
122
SATISFACTION –ISLAND OF HAWAIʻI
123 Q. How would you rate your most recent trip to the state of Hawai’i? How would you rate your experience on___?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)89.6%90.3%92.0%90.8%86.8%86.9%63.0%
Above Avg (5-6)8.2%8.8%8.0%9.2%13.2%13.1%37.0%
Below Avg (3-4)2.3%0.9%0.0%0.0%0.0%0.0%0.0%
Poor (1-2)0.0%0.0%0.0%0.0%0.0%0.0%0.0%
BASE 356 422 25 324 23 53 11
MEAN 7.50 7.56 7.64 7.52 7.53 7.48 6.78
7.50 7.56 7.64 7.52 7.53 7.48
6.78
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
SATISFACTION –ISLAND OF HAWAIʻI
124 Q. How would you rate your most recent trip to the state of Hawai’i? How would you rate your experience on___?
Tracking Data – Rating of “Excellent” (7-8)
Q4 2016 Q4 2017 Q4 2018 Q4 2019 Q4 2020 Q4 2021 Q4 2022 Q4 2023 P
U.S. West 88.0%86.1%87.9%89.0%85.0%92.6%87.5%89.6%
U.S. East 94.5%86.1%91.7%88.0%85.1%90.5%87.8%90.3%
Japan 81.9%77.6%83.9%83.6%78.7%92.0%
Canada 86.2%84.2%84.9%88.1%87.7%90.8%
Oceania 94.8%83.8%85.7%78.5%65.9%86.8%
Korea 81.9%65.9%81.2%66.7%78.0%86.9%
China 88.8%74.6%65.0%74.9%81.3%63.0%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Due to impact of the pandemic, there were too few travelers from Japan, Canada, Oceania, Korea, and China in 2020 and 2021 to provide an adequate sample size of visitors.
P= Preliminary Data
ENTERTAINMENT/ ATTRACTIONS –
ISLAND OF HAWAIʻI
125 Q. How would you rate the following aspects of your most recent visit to island of Hawai‘i?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)73.2%74.2%65.0%66.2%58.0%74.2%69.0%
Above Avg (5-6)24.2%23.2%13.1%31.1%42.0%19.8%31.0%
Below Avg (3-4)2.2%2.6%21.9%2.3%0.0%1.8%0.0%
Poor (1-2)0.4%0.0%0.0%0.4%0.0%4.2%0.0%
BASE 316 341 23 258 19 50 10
MEAN 7.05 7.12 6.65 6.85 6.73 6.95 7.07
7.05 7.12 6.65 6.85 6.73 6.95 7.07
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
SHOPPING –ISLAND OF HAWAIʻI
126 Q. How would you rate the following aspects of your most recent visit to island of Hawai‘i?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)51.2%52.0%41.5%48.0%35.5%58.1%56.9%
Above Avg (5-6)37.9%37.2%37.5%41.3%53.3%31.5%19.0%
Below Avg (3-4)10.6%10.7%20.9%9.9%11.2%6.1%24.1%
Poor (1-2)0.3%0.0%0.0%0.8%0.0%4.2%0.0%
BASE 295 317 24 252 17 49 10
MEAN 6.40 6.42 6.16 6.22 5.96 6.62 6.06
6.40 6.42 6.16 6.22 5.96
6.62
6.06
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
DINING/ FOOD & BEVERAGE –
ISLAND OF HAWAIʻI
127 Q. How would you rate the following aspects of your most recent visit to island of Hawai‘i?
8-pt Rating Scale
8=Excellent / 1=Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)64.4%64.3%58.2%55.2%56.7%47.5%56.9%
Above Avg (5-6)28.1%29.5%33.4%34.8%38.0%41.2%9.5%
Below Avg (3-4)6.9%6.2%8.4%9.9%5.3%9.5%33.6%
Poor (1-2)0.6%0.0%0.0%0.0%0.0%1.8%0.0%
BASE 336 356 24 273 18 51 10
MEAN 6.71 6.81 6.70 6.44 6.75 6.27 5.97
6.71 6.81 6.70 6.44 6.75 6.27 5.97
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
LODGING/ ACCOMMODATIONS –
ISLAND OF HAWAIʻI
128 Q. How would you rate the following aspects of your most recent visit to island of Hawai‘i?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)73.3%75.5%80.1%73.2%58.9%61.7%59.5%
Above Avg (5-6)21.4%18.8%15.9%21.2%36.1%30.0%28.5%
Below Avg (3-4)4.4%5.4%4.0%5.6%0.0%6.5%12.0%
Poor (1-2)0.9%0.3%0.0%0.0%5.0%1.8%0.0%
BASE 315 335 25 268 19 50 10
MEAN 7.02 7.10 7.24 6.94 6.61 6.64 6.33
7.02 7.10 7.24 6.94 6.61 6.64 6.33
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
TRANSPORTATION ON ISLAND –
ISLAND OF HAWAIʻI
129 Q. How would you rate the following aspects of your most recent visit to island of Hawai‘i?
8-pt Rating Scale
8 = Excellent / 1 = Poor
U.S. West U.S. East Japan Canada Oceania Korea China
Excellent (7-8)61.3%66.0%56.4%62.7%63.1%50.2%50.0%
Above Avg (5-6)28.6%24.8%8.7%23.5%24.6%30.0%38.0%
Below Avg (3-4)8.6%7.6%30.5%11.5%6.6%15.6%12.0%
Poor (1-2)1.5%1.6%4.4%2.3%5.6%4.2%0.0%
BASE 282 315 23 260 17 50 10
MEAN 6.55 6.72 6.13 6.51 6.55 6.18 6.26
6.55 6.72
6.13 6.51 6.55 6.18 6.26
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
LIKELIHOOD OF RETURN VISIT -
ISLAND OF HAWAIʻI
130 Q. How likely are you to visit the island of Hawaiʻi again in the next five years?
8-pt Rating Scale
8=Very likely/ 1=Very unlikely
U.S. West U.S. East Japan Canada Oceania Korea China
Very likely (7-8)69.1%50.7%48.1%52.7%54.4%70.9%62.0%
Somewhat likely (5-6)20.1%28.0%19.9%25.2%15.2%18.6%28.5%
Somewhat unlikely (3-4)5.8%8.9%12.1%13.1%20.0%4.1%0.0%
Very unlikely (1-2)3.5%7.7%0.0%7.6%10.4%1.8%9.5%
Don’t know 1.4%4.7%19.9%1.4%0.0%4.6%0.0%
BASE 341 361 25 288 20 51 10
MEAN 6.92 6.20 6.70 6.17 5.91 7.12 6.36
6.92
6.20 6.70 6.17 5.91
7.12
6.36
1
2
3
4
5
6
7
8
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
LIKELIHOOD OF RETURN VISIT -
ISLAND OF HAWAIʻI
131 Q. How likely are you to visit the island of Hawaiʻi again in the next five years?
TOP BOX - VERY LIKELY (7-8)
Q4 2018 Q4 2019 Q4 2020 Q4 2021 Q4 2022 Q4 2023 P
U.S. West 70.4%66.9%79.0%77.1%69.2%69.1%
U.S. East 53.4%49.9%64.4%54.7%50.5%50.7%
Japan 56.0%47.8%57.1%48.1%
Canada 59.6%55.7%61.4%52.7%
Oceania 33.2%27.1%39.4%54.4%
Korea 69.1%63.7%69.9%70.9%
China 54.1%50.7%73.4%62.0%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Due to impact of the pandemic, there were too few travelers from Japan, Canada, Oceania, Korea, and China in 2020 and 2021 to provide an adequate sample size of visitors.
P= Preliminary Data
AIDED ADVERTISING AWARENESS -
ISLAND OF HAWAIʻI
132 Q. Do you remember seeing or hearing advertising for the island of Hawaiʻi prior to your arrival?
U.S. West U.S. East Japan Canada Oceania Korea China
Aided Ad Awareness 30.6%26.8%51.9%20.4%34.4%33.5%19.0%
No Prior Awareness 51.5%56.6%36.0%61.0%45.6%50.2%52.6%
Unsure 17.9%16.6%12.1%18.6%20.0%16.3%28.5%
BASE 341 362 25 290 20 51 10
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
MOTIVATING FACTORS –ISLAND OF HAWAIʻI
133 Q. Which of the following, if any, motivated you to visit the island of Hawai‘i?
U.S. West U.S. East Japan Canada Oceania Korea China
Famous landmarks or imagery/
natural beauty 46.9%49.7%55.9%39.8%55.2%57.9%69.0%
Outdoor or sporting activities and
events 24.3%17.9%8.0%23.8%24.8%16.3%19.0%
Hawaiian cultural events 11.7%10.8%24.1%7.9%10.4%2.3%9.5%
Social media posts and videos 8.4%6.9%8.0%7.9%10.4%11.3%28.5%
Television programs or movies filmed
in Hawai‘i 5.8%8.0%24.0%7.8%5.6%12.2%19.0%
Hawaiian music 9.4%5.0%4.0%5.2%4.8%1.8%0.0%
BASE 341 362 25 290 20 51 10%
ATTRACTIONS –ISLAND OF HAWAIʻI
134 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China
‘Akaka Falls 24.2%30.0%16.1%24.6%30.4%24.0%19.0%
Botanical Gardens 16.5%20.5%0.0%17.4%36.1%9.5%19.0%
H.N. Greenwell Store 5.0%4.4%3.9%5.2%4.8%0.0%0.0%
Hawaiʻi Volcanoes National Park 47.6%64.4%43.9%57.1%49.6%63.9%90.5%
Hilo Farmers Market 26.6%23.3%36.2%24.5%20.0%14.5%40.5%
Huliheʻe Palace 3.5%6.1%3.9%3.1%16.1%0.0%0.0%
‘Imiloa Astronomy Ctr 1.4%1.9%4.0%2.4%0.0%2.3%9.5%
Kaloko-Honokōhau National
Historical Park 10.8%12.8%0.0%11.1%0.0%4.1%28.5%
Kona Coffee Living History Farm 12.0%16.6%24.1%13.2%15.2%39.0%0.0%
Lili‘uokalani Park and Garden 10.1%12.5%4.0%9.3%10.4%5.9%0.0%
ATTRACTIONS –ISLAND OF HAWAIʻI
135 Q. During this trip, which of the following activities did you participate in?
U.S. West U.S. East Japan Canada Oceania Korea China
Lyman House Memorial Museum 0.9%0.8%0.0%1.4%0.0%0.0%0.0%
Maunakea Visitor Ctr/ Summit 15.1%20.3%31.8%19.0%24.8%53.4%31.0%
Orchid Farm 1.5%1.9%0.0%1.4%5.6%1.8%0.0%
Pacific Tsunami Museum 4.9%1.4%3.9%2.1%4.8%2.3%0.0%
Pana‘ewa Rainforest Zoo & Garden 6.2%2.2%3.9%3.8%0.0%2.3%0.0%
Pu‘uhonua o Hōnaunau National
Historical Park 22.0%20.8%4.0%23.2%10.4%5.9%19.0%
Puʻukoholā Heiau National Historical
Site 11.7%12.5%0.0%10.4%9.6%1.8%19.0%
Punalu‘u Black Sand Beach 30.9%37.5%15.9%36.8%25.6%31.3%31.0%
Rainbow Falls 24.8%36.6%16.0%22.4%35.2%24.5%21.5%
Volcano Art Center 9.3%11.1%8.0%6.9%9.6%21.4%9.5%
TRAVEL ON ISLAND OF HAWAIʻI
136 Q. Which of the following best describes your travel while on the island of Hawai’i?
U.S. West U.S. East Japan Canada Oceania Korea China
Traveled to other side of island 25.9%34.5%41.5%26.8%20.8%14.0%40.5%
Traveled more than 1 hour one way to reach activities 25.1%27.3%20.9%23.6%19.2%28.9%31.0%
Traveled 1 hour or less one way to reach activity 29.5%18.4%4.2%34.2%29.6%24.4%9.5%
Enjoy activities- short drive from accommodations 19.6%19.8%33.4%15.4%30.4%32.7%19.0%
BASE 341 359 24 287 20 51 10
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
AREAS VISITED ISLAND OF HAWAIʻI
U.S. WEST
137 Q. Which of the following areas did you visit during your stay on Hawai'i Island?
56.9%
48.6%
42.3%
90.9%
64.3%
AREAS VISITED ISLAND OF HAWAIʻI
U.S. EAST
138 Q. Which of the following areas did you visit during your stay on Hawai'i Island?
63.9%
62.0%
53.8%
91.8%
63.7%
AREAS VISITED ISLAND OF HAWAIʻI
JAPAN
139 Q. Which of the following areas did you visit during your stay on Hawai'i Island?
77.3%
45.4%
27.3%
81.8%
45.6%
AREAS VISITED ISLAND OF HAWAIʻI
CANADA
140 Q. Which of the following areas did you visit during your stay on Hawai'i Island?
55.6%
55.3%
44.6%
95.1%
71.9%
AREAS VISITED ISLAND OF HAWAIʻI
OCEANIA
141 Q. Which of the following areas did you visit during your stay on Hawai'i Island?
69.6%
60.0%
31.3%
90.4%
56.9%
AREAS VISITED ISLAND OF HAWAIʻI
KOREA
142 Q. Which of the following areas did you visit during your stay on Hawai'i Island?
55.1%
60.3%
41.6%
64.1%
42.6%
AREAS VISITED ISLAND OF HAWAIʻI
CHINA
143 Q. Which of the following areas did you visit during your stay on Hawai'i Island?
100%
81.0%
59.5%
90.5%
59.5%
SNORKELING EQUIPMENT USED -
ISLAND OF HAWAIʻI
144 Q. Which type of snorkeling equipment did you use?
U.S. West U.S. East Japan Canada Oceania Korea China
Neither 0.0%1.3%0.0%1.9%14.3%6.2%0.0%
Full-face snorkel mask 9.2%6.9%0.0%15.6%0.0%17.2%0.0%
2-piece, separate mask & snorkel 93.8%95.0%100.0%90.6%85.7%85.9%100.0%
BASE 162 160 1 160 7 29 2
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
SNORKELING OCEAN SAFETY –ISLAND OF HAWAIʻI
145 Q. Did you have a bad experience in the ocean where you had to be assisted or rescued?
U.S. West U.S. East Japan Canada Oceania Korea China
Did not have to be assisted or rescued 98.2%98.1%100.0%98.7%100.0%100.0%100.0%
Yes, needed assistance –using 2-
piece mask & snorkel 1.8%1.9%0.0%1.3%0.0%0.0%0.0%
Yes, while doing another type of
ocean activity 0.0%0.0%0.0%0.0%0.0%0.0%0.0%
BASE 162 158 1 157 6 27 2
Section 9 — Visitor Profile
146
VISITOR PROFILE -GENDER
147 Q. What is your gender?
U.S. West U.S. East Japan Canada Oceania Korea China
Male 41.4%40.4%53.8%41.3%38.3%52.3%43.0%
Female 58.2%59.2%46.2%58.5%61.7%47.7%57.0%
Other 0.4%0.4%0.0%0.2%0.0%0.0%0.0%
BASE 1,544 1,568 225 887 308 268 39
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
VISITOR PROFILE – EDUCATION
148 Q. Please indicate your highest level of education
U.S. West U.S. East Japan Canada Oceania Korea China
Post-Graduate 33.0%38.3%16.0%29.7%33.1%16.5%57.0%
College Grad 36.5%35.3%49.8%35.6%23.0%56.4%27.9%
Associate Degree 7.5%8.4%9.8%6.3%6.2%13.4%2.4%
Vocational/ Tech 2.8%2.5%6.6%7.9%10.9%0.7%0.0%
Some College 14.5%10.2%4.9%13.5%8.2%4.4%2.4%
High School Grad 5.3%5.1%12.5%6.6%17.1%7.4%7.9%
Some / No H.S.0.3%0.3%0.4%0.4%1.4%1.2%2.4%
BASE 1,543 1,568 225 886 308 267 39
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
VISITOR PROFILE –HOUSEHOLD INCOME (US$)
149 Q. Which of the following categories includes your household’s total annual income from all sources before taxes for 2022?
U.S. West U.S. East Canada Oceania
< $40,000 4.2%5.2%3.6%5.9%
$40,000 to $59,999 4.5%5.4%6.5%6.3%
$60,000 to $79,999 8.4%8.7%10.1%11.2%
$80,000 to $99,999 8.3%8.5%11.5%12.3%
$100,000 to $124,999 12.0%13.8%13.0%10.9%
$125,000 to $149,999 11.6%11.1%11.3%11.4%
$150,000 to $174,999 11.6%10.6%11.8%10.1%
$175,000 to $199,999 6.8%6.9%8.7%10.2%
$200,000 to $249,999 9.5%8.7%9.0%9.4%
$250,000 +23.1%21.2%14.5%12.2%
VISITOR PROFILE –HOUSEHOLD INCOME (Yen)
150 Q. Which of the following categories includes your household’s total annual income from all sources before taxes for 2022?
Japanese
< ¥3.5 million 11.7%
¥3.5 -¥4.5 million 12.1%
¥4.5 -¥5.5 million 10.7%
¥5.5 -¥6.5 million 7.0%
¥6.5 -¥7.5 million 6.5%
¥7.5 -¥8.5 million 7.9%
¥8.5 -¥10.0 million 12.2%
¥10.0 -¥15.0 million 15.9%
¥15.0 -¥20.0 million 7.5%
¥20.0 million +8.4%
VISITOR PROFILE –HOUSEHOLD INCOME
(Korean Won)
151 Q. Which of the following categories includes your household’s total annual income from all sources before taxes for 2022?
Korean
< ₩16,305,000 8.5%
₩16,305,000-27,173,999 4.7%
₩27,174,000-38,041,999 11.6%
₩38,042,000-48,911,999 15.1%
₩48,912,000-59,781,999 10.3%
₩59,782,000-70,652,999 8.9%
₩70,653,000-81,520,999 9.4%
₩81,521,000-92,390,999 4.5%
₩92,391,000-103,259,999 7.0%
₩103,260,000-149,999,999 11.2%
₩150,000,000-199,999,999 3.9%
₩200,000,000+4.7%
VISITOR PROFILE –HOUSEHOLD INCOME
(Chinese Yuan)
152 Q. Which of the following categories includes your household’s total annual income from all sources before taxes for 2022?
China
<¥250,799 7.8%
¥250,800 –376,099 22.2%
¥376,100 –501,399 3.3%
¥501,400 –626,799 5.2%
¥626,800 –783,499 12.5%
¥783,500 –940,199 7.8%
¥940,200 –1,096,899 2.6%
¥1,096,900-1,253,599 13.7%
¥1,253,600 –1,560,799 2.6%
¥1,560,800+22.2%
VISITOR PROFILE –AGE
153 Q. What is your age?
U.S. West U.S. East Japan Canada Oceania Korea China
MEAN 53.48 52.25 45.60 53.73 52.56 36.34 31.75
MEDIAN 55.00 54.00 45.00 55.00 52.00 34.00 30.00
BASE 1,543 1,566 225 883 308 265 39
0.00
10.00
20.00
30.00
40.00
50.00
60.00
VISITOR PROFILE –TRIPS TO HAWAIʻI
154 Q. Including this trip, how many times have you visited the state of Hawai‘i?
U.S. West U.S. East Japan Canada Oceania Korea China
Repeat 83.1%62.0%71.2%67.7%58.4%27.6%30.4%
First-time 16.9%38.0%28.8%32.3%41.6%72.4%69.6%
BASE 1,559 1,589 229 897 313 268 43
MEDIAN 5.00 2.00 4.00 3.00 2.00 1.00 1.00
5.00
2.00
4.00
3.00
2.00
1.00 1.00
1
2
3
4
5
6
7
8
9
10
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
VISITOR PROFILE –TRAVEL PARTY SIZE
155 Q. Including yourself, how many people traveled with you in your immediate party?
U.S. West U.S. East Japan Canda Oceania Korea China
MEAN 4.21 3.64 5.69 3.76 3.23 3.59 2.74
MEDIAN 2.00 2.00 2.00 2.00 2.00 2.00 2.00
BASE 1,557 1,588 229 896 313 268 43
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
10.00
VISITOR PROFILE –TRAVEL PARTY
156 Q. In addition to yourself, on this trip, who else was in your travel party?
U.S. West U.S. East Japan Canada Oceania Korea China
My spouse 58.5%59.8%59.8%61.9%59.9%75.0%75.0%
Other adult members of my
family 30.7%25.9%19.3%26.6%21.8%14.4%14.4%
My child(ren)/
grandchild(ren) under 18 23.2%16.4%10.1%17.7%28.8%13.3%13.3%
My friends/ associates 14.0%15.7%16.1%16.5%13.4%6.3%6.3%
Myself only (traveled alone/
no one else)10.9%12.8%13.1%8.6%14.7%5.4%5.4%
My girlfriend/ boyfriend 7.0%5.3%2.2%5.6%3.2%1.9%1.9%
Same gender partner 1.2%1.0%0.0%0.9%0.3%0.0%0.0%
Section 10 —Island Survey Methodology
157
METHODOLOGY & SAMPLE SIZE –ISLAND VSAT
OʻAHU
158 * Margins of error are presented at the 95% level of confidence
The Visitor Satisfaction and Activity Survey is a survey of visitors who recently completed a trip
to Hawai‘i. As part of the survey, each respondent is asked a series of questions specific to one
of the islands visited during their stay. Respondents have the opportunity to complete up to two
island-specific surveys. The following table summarizes the number of surveys completed for
the island of O‘ahu.
MMA Completed Margin of
Error+
U.S. West 683 3.75
U.S. East 933 3.21
Japan 215 6.68
Canada 373 5.07
Oceania 309 5.58
Korea 253 6.16
China 37 16.11
All MMAs 2,803 1.85
METHODOLOGY & SAMPLE SIZE –ISLAND VSAT
KAUAʻI
159
The Visitor Satisfaction and Activity Survey is a survey of visitors who recently completed a trip
to Hawai‘i. As part of the survey, each respondent is asked a series of questions specific to one
of the islands visited during their stay. Respondents have the opportunity to complete up to two
island-specific surveys. The following table summarizes the number of surveys completed for
the island of Kaua‘i.
MMA Completed Margin of
Error +
U.S. West 288 5.77
U.S. East 338 5.33
Japan 1 98.00
Canada 201 6.91
Oceania 10 30.99
Korea 12 28.229
China 1 98.00
All MMAs 851 3.36
* Margins of error are presented at the 95% level of confidence
METHODOLOGY & SAMPLE SIZE –ISLAND VSAT
MAUI
160
The Visitor Satisfaction and Activity Survey is a survey of visitors who recently completed a trip
to Hawai‘i. As part of the survey, each respondent is asked a series of questions specific to one
of the islands visited during their stay. Respondents have the opportunity to complete up to two
island-specific surveys. The following table summarizes the number of surveys completed for
the island of Maui.
MMA Completed Margin of
Error +
U.S. West 387 4.98
U.S. East 384 5.00
Japan 3 56.58
Canada 228 6.49
Oceania 23 20.43
Korea 5 43.83
China 8 34.65
All MMAs 1,038 3.04
* Margins of error are presented at the 95% level of confidence
METHODOLOGY & SAMPLE SIZE –ISLAND VSAT
ISLAND OF HAWAIʻI
161
The Visitor Satisfaction and Activity Survey is a survey of visitors who recently completed a trip
to Hawai‘i. As part of the survey, each respondent is asked a series of questions specific to one
of the islands visited during their stay. Respondents have the opportunity to complete up to two
island-specific surveys. The following table summarizes the number of surveys completed for
the island of Hawai‘i.
MMA Completed Margin of
Error +
U.S. West 356 5.19
U.S. East 422 4.77
Japan 25 19.60
Canada 324 5.44
Oceania 23 20.43
Korea 53 13.46
China 11 29.55
All MMAs 1,214 2.81
* Margins of error are presented at the 95% level of confidence