HTA R Residen dent S Sentimen ent Survey 2018 Highl hlights hts Prepared for Hawai ‘ i Tourism Authority January 2019 Davies Pacific Center 1250, 841 Bishop Street, Honolulu, Hawai‘i 96813 Telephone: 1-808-528-4050; Fax: 1-808-538-6227 Field Dates: August 27 to October 14, 2018 www.omnitrak@omnitrakgroup.com
Research Objectives Resident sent ntiment nt toward Ha Hawai‘i’s tourism industry is vital to maintaining sustainab ainable gr growt wth in in the ind ndus ustry and nd in in the state te’s economy my ove verall ll. The he prim imary objectives of of the Re Resident Sen entiment Survey ey res esea earch ar are: To trac ack ke key resid ident attitu tudes es toward rd touris ism in in Ha Hawai‘ ai‘i ov over time me. To identify perceived positive an To and ne negat ativ ive impa pacts ts of th the tourism industry on local on al resid idents. To To identify fo for th the touri rism industry and and HTA, issu ssues or co conce cerns re regarding to tourism expr pres essed ed by by resid idents. General Impact of Hawai‘i Perceptions of Tourism Hawai‘i Tourism 2
What’s the Big Idea? 1 1 Wit ith t the v vis isitor in industry well o on it its way t to it its seventh c consecutive year ar o of record ar arriv ivals ( (i. i.e., during t the e time me t this s survey w was f fiel elded ed), residents l largely c y cont ntinu nued to view th the ind ndus ustry y favorably, b but some in indic icators o of Ha Hawai‘ ai‘i Resident Sentiment h had w weakened. 2 Overall, r res esidents u under erstand the e ec economic ben enefits o of tourism. Ho However, w wit ith ar arriv ivals ap approaching t the 1 10 milli llion m mark, t , they seek eek b ben enefits b beyond the ec e economic, a great a ater r return o on their “ “in investment”. Hav aving a a Voice in Tourism De m Developme pment , , 3 Presenting N Native H Hawaiian C Culture A Authentically lly and nd Preserving ng N Nati tive H Hawaiian C n Cul ultu ture are t the e keys t to imp mproving R Residen ent t Senti time ment. t. 3
Sample Plan and Methodology Samp mple Pl Plan an OmniTrak use sed a reg egion-bas based strat atified sam ampli ling for the he stu tudy, the he same me appr pproach use sed in ear arli lier Resident Sentiment Survey effo forts co conduct cted by by Om OmniTrak. The he sam ampli ling plan lan divided the he State into to 12 su sub-reg egions with con onsiderat ation on to to pop opulat lation on pr propo portion, n, and allo allocat ated su sufficient sam ample le for each ar area to to ac achieve an an acceptabl able sam ampli ling erro ror. Within each region on, da data wa was collec ected ed ran andom omly ly. The he result lting sam ample le of res esiden ents ts wa was weighted pr propo portiona nate to to pop opulat lation on distribu bution on pe per the he lat latest State Census from the he State of Hawai ai‘i Depar artment of Business, s, Economic Develop lopment and To Tourism. The he tele lephon one sam ample le inclu ludes both lan landli line (82 82%) and nd cellu llula lar (18%) phones. Statew ewide sampli ling pro roduce ced a total of of n = 1,635 res espondents as fo follows: O ‘ ahu hu: 609 609 Haw awai ‘ i Isl Island: 451 51 Maui County: 37 375 Kaua ‘ i: 200 200 Methodol olog ogy A mixed met ethodolo logy wa was use sed for thi his survey, y, including a com ombi binat ation on of Compute ter Assisted Tele lephon one Interviews (CA CATI TI) and nd online surveys. Just ove ver four-in-te ten (41 41%) respondents comple leted the he surve vey via ia tele lephon one and nd the he remai ainder er (59 59%) comple leted the he su survey online. All ll calls alls we were plac aced ed from Omn mniTrak’s ’s continuousl sly quali ality-con ontroll olled calli alling center in the he Da Davi vies Pac acific Center build lding in in Downtown Honolu olulu lu. Field ld Date tes: August st 27 to Octo tober 14 14, 201 018 4
Key Resident Sentiment Indicators – Impact of Hawai‘i Tourism Notable Holding Decrease Decrease decrease steady Perceived i impac act Tourism h sm has brought Perception o of Perceived i impac act o of of tou of ourism on on You more b ben enefits t than an tourism i m indust stry i in tourism o on the S e Stat ate and You our F Family proble oblems Haw awai ‘ i i - Favor orab ability 100% 10 80% 8 60% 6 40% 4 20% 2 0% 0 2017 Fall 2018 2017 Fall 2018 2017 Fall 2018 2017 Fall 2018 10=High Top Box (9-10) 41% 37% 36% 37% 21% 25% 22% 21% 1=Low Mid-Range (6-8) 45% 43% 44% 42% 30% 33% 39% 37% Bottom Tier (1-5) 12% 17% 18% 19% 26% 31% 36% 39% No Impact 0% 0% 1% 1% 21% 10% 0% 0% DK/Rf 2% 2% 1% 1% 2% 1% 3% 2% Base 1,614 1,635 1,614 1,635 1,614 1,635 1,614 1,635 MEAN 7.95 7.57 7.59 7.51 6.86 6.75 6.48 6.32 Q2a/b. Using a Q2a a 10-point scale le w where 1 10 means E Ext xtremely ly Positive a and 1 means Ext xtremely Q1. Using a Q1. a 10-point scale le w where 1 10 means E Ext xtremely ly Favorable a and 1 means N Not Favorable a at Negative, how would ld y you rate t the o overall ll impact t tourism h has on…The State a as a whole/You a and Your All, ll, p ple lease g give me your o opinion o of t tourism a as an industry i in Hawai‘i. Family? Q4. Q4.1. Using a a 10-point s scale le where 1 10 means C Completely A Agree a and 1 means D Do Not A Agree a at All, ll, how m much d do you a agree o or disagree that... Tourist st h has brought m more benefits s than problems? s? 5
Impact of of T Tou ourism on on You ou & & You our F Family 60% 49% 50% 45% 44% 43% 41% 41% 41% 40% 40% 35% 33% 32% 31% 29% 30% 26% 26% 23% 20% 10% 0% Yr 2009 Yr 2010 Yr 2012 Yr 2014 Yr 2015 Yr 2017 Spring Yr 2017 Fall Yr 2018 Mostly Favorable (7-10) Bottom Box (Rating 1-5) Q2b. Using a a 10-point nt s scale w e wher ere 1 e 10 means ns E Extreme emely P Positive a e and 1 1 means ns E Extremel emely N Negative, e, h how w woul uld y you r rate t e the ov overall i impact t tou ourism has on on…you a and y you our f family? 6
Impact of of T Tou ourism on on You ou & & You our F Family 40% +5 P Poin oints 35% from F Fall 2 2017 17 35% 33% 32% 31% 29% 30% +4 P Poin oints 26% from F Fall 2 2017 17 25% 23% 26% 25% 22% Bottom Box 20% 21% 21% (Rating 1-5) 20% 19% 19% 18% Top Box 15% (Rating 9-10) 10% 5% 0% Yr 2009 Yr 2010 Yr 2012 Yr 2014 Yr 2015 Yr 2017 Spring Yr 2017 Fall Yr 2018 Q2b. Using a a 10-point nt s scale w e wher ere 1 e 10 means ns E Extreme emely P Positive a e and 1 1 means ns E Extremel emely N Negative, e, h how w woul uld y you r rate t e the ov overall i impact t tou ourism has on on…you a and y you our f family? 7
Impact of of T Tou ourism on on You ou & & You our F Family – No I Impa pact ct 30% 28% 26% 25% 22% 21% 20% 18% No Impact 15% 15% 15% 10% 10% 5% 0% Yr 2009 Yr 2010 Yr 2012 Yr 2014 Yr 2015 Yr 2017 Spring Yr 2017 Fall Yr 2018 Q2b. Using a a 10-point nt s scale w e wher ere 1 e 10 means ns E Extreme emely P Positive a e and 1 1 means ns E Extremel emely N Negative, e, h how w woul uld y you r rate t e the overall i ov impact t tou ourism has on on…you a and y you our f family? 8
Impact of of T Tou ourism on on You ou & & You our F Family - By I Isla land 100% 10 80% 8 60% 6 10=High 40% 4 1=Low 20% 2 0% 0 Hawai‘i Hawai‘i Maui Maui OVERALL OVERALL O‘ahu O‘ahu Kaua‘i Kaua‘i County County Island Island 2017 Fall 2018 2017 Fall 2018 2017 Fall 2018 2017 Fall 2018 2017 Fall 2018 Top Box (9-10) 21% 25% 21% 24% 20% 27% 19% 29% 18% 24% Mid-Range (6-8) 30% 33% 29% 34% 34% 30% 32% 33% 27% 30% Bottom Tier (1-5) 26% 31% 25% 30% 26% 32% 29% 34% 31% 33% No Impact 21% 10% 23% 11% 18% 11% 19% 5% 21% 7% DK/Rf 2% 1% 2% 1% 2% 1% 2% 1% 3% 6% Base 1,614 1,635 614 609 480 451 320 375 200 200 MEAN 6.86 6.75 6.92 6.73 6.77 6.77 6.75 6.85 6.54 6.69 Q2b. Using a a 10-point nt s scale w e wher ere 1 e 10 means ns E Extreme emely P Positive a e and 1 1 means ns E Extremel emely N Negative, e, h how w woul uld y you r rate t e the overall i ov impact t tou ourism has on on…you a and y you our f family? 9
Im Impact act o of Tourism o on You & & Your Fam amily – No Im Impact act – By I y Island 25% 23% 21% 21% 19% 20% 18% 15% 11% 11% No Impact 10% 10% 7% 5% 5% 0% Yr 2017 Yr 2018 Yr 2017 Yr 2018 Yr 2017 Yr 2018 Yr 2017 Yr 2018 Yr 2017 Yr 2018 Fall Fall Fall Fall Fall Kau aua‘ a‘i Overall O‘ah ahu Hawa wai‘i ‘i I Island Maui ui Co Coun unty Q2b. Using a a 10-point nt s scale w e wher ere 1 e 10 means ns E Extreme emely P Positive a e and 1 1 means ns E Extremel emely N Negative, e, h how w woul uld y you r rate t e the overall i ov impact t tou ourism has on on…you a and y you our f family? 10
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