HTA Resid ident Senti time ment S t Survey 2 2019 H Highl hlig ight hts Prepared for Hawai ‘ i Tourism Authority February 2020 Davies Pacific Center 1250, 841 Bishop Street, Honolulu, Hawai‘i 96813 Telephone: 1-808-528-4050; Fax: 1-808-538-6227 Field Dates: September 27 to November 14, 2019 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? Wit ith Ha Hawai ai‘i’s v vis isitor in industry h head ading t toward it its e eig ighth c consecutive 1 year ar o of record v vis isitor ar arriv ivals to t the s stat ate, residen ent s t senti timen ment h t has gene nerally w y weakened, though t the e key indicators s showed m d mixed d result lts. The vis isitor in industry’s im impact o on resid idents’ ove verall ll qu quality o of l life 2 bec ecomes k key t to i impr proving r res esiden ent sen entimen ent, a as r res esident attitudes shift towar ard s seeking ng a an equ qual b l bala lance of Economic/Social a l and Cultu tural/C /Commu mmunity ty b benef efits ts f from the industry. To imp mprove e residen ent s t senti timen ment t – a key p y part t of res espo ponsible g growth fo for 3 the s state’s v vis isitor in industry: Provid ide r resid idents w wit ith a a voic ice in in touris ism development Cre reate j jobs bs with o opportu tuniti ties es f for a advanceme ement Create s shopping ng, r restaur aurant ants a and e entertai ainm nment nt opportu tuniti ties es 3
Sample Plan and Methodology Samp mple Pl Plan an OmniTrak use sed a region on-bas based strat atified sam ampli ling for the he study, y, the he sa same approa oach used ed in earli lier Resident Sentiment Survey efforts conducted by by OmniTrak. The he sam ampli ling plan lan divided the he State into to 12 sub ub-regio ions with th con onsiderat ation on to to pop opulat lation on pr propo portion, n, and alloc allocat ated sufficient sam ample le for eac each area ea to to ac achieve an an acceptabl able sam ampli ling error. Withi hin each region on, data ta wa was collec ected ed ran andom omly ly. The he result lting sam ample le of res esiden ents ts wa was weighted proportio ionate to to populat lation on distribu bution on pe per the he lat latest State te Census from the he State of Hawai ai‘i Depar artment of Business, s, Economic Develop lopment and Tourism. The he telephon one sam ample le inclu ludes bot oth lan landli line (26%) and cellu llular lar (15 15%) phones; and nd an online component (59 59%). Statew ewide sampli ling pro roduce ced a total of of n = 1,707 07 (i (i.e., up fro rom 1,635 in in 201 018) resp spondents as fo follows: O ‘ ahu hu: 683 683 (+ (+74 fro rom 609 609 in in 201 018 to incr crease sampl ple fro rom North Shore area) a) Haw awai ‘ i Isl Island: 451 51 (Sam ame) Maui County: 37 373 (-2 fro rom 37 375 in in 201 018) Kaua ‘ i: 200 200 (Same) e) Methodol olog ogy A mixe xed 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 on onli line surve veys. Just st ove ver four-in-te ten (41 41%) responde dents compl pleted the he survey ey via 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-controll olled calli alling center in the he Davies Pac acific Center build lding in in Downtown Honolu olulu lu. Field ld Date tes: On Onlin ine: September 27 to Novem ember er 12 12, 201 019; Phone: Septembe ber 28 28 to November 14 14, 201 019 4
Key Resident Sentiment Indicators – Impact of Hawai‘i Tourism Significant Significant Significant Decline Decline Decline Decline 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 2018 2019 2018 2019 2018 2019 2018 2019 10=High ↓ ↓ ↓ Top Box (9-10) 37% 30% 37% 29% 25% 18% 21% 19% 1=Low ↑ Mid-Range (6-8) 43% 48% 42% 45% 33% 32% 37% 39% Bottom Tier (1-5) ↑ 17% 20% 19% 24% 31% 30% 39% 39% No Impact 0% 0% 1% 0% 10% 17% 0% 0% ↑ DK/Rf 2% 2% 1% 2% 1% 3% 2% 4% Base 1,635 1,707 1,635 1,707 1,635 1,707 1,635 1,707 MEAN 7.57 7.37 7.51 7.17 6.75 6.54 6.32 6.25 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? Q4.1. Using a Q4. 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 Hawai ‘ i Tourism Significant Relatively Significant Relatively Significant Decline Decline Stable Stable Decline Creates sh s shoppi pping, Spo ponso sors f fest stivals, s, Creat Cr ates m man any Cr Creat ates jo jobs t that at Provide ides o opportunit itie ies activities & s & spo sports s rest staurants & s & well ll-paying jo jobs have o oppo pportunities s for re or residents t to o be entertainm nment nt events f for re or residents for re or residents for adv advan ancement invo volve ved and v an d vis isit itors opportunit itie ies 100% 10 80% 8 60% 6 10=High 40% 4 1=Low 20% 2 0% 0 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 ↓ ↓ ↓ Top Box (9-10) 42% 35% 28% 28% 34% 27% 29% 29% 24% 19% Mid-Range (6-8) 37% 40% 40% 42% 39% 38% 44% 40% 39% 40% ↑ Bottom Tier (1-5) 20% 23% 29% 27% 26% 33% 25% 27% 33% 36% DK 1% 2% 3% 4% 1% 2% 3% 4% 3% 5% Base 1,635 1707 1,635 1707 1,635 1707 1,635 1707 1,635 1707 ↓ ↓ MEAN 7.60 7.28 6.90 6.88 7.15 6.66 7.01 6.95 6.54 6.31 Q3. I’m g going t to read y you some wa ways t tourism m may a affect y your i island, p ple lease t tell ll m me how m w much y you agree or disagree wi with e each statement u using a a scale o of 1 to 10 wi with 1 10 b being Co Completely Agree a and 1 being D Do Not A Agree A At All? ll? 6
Impact of Hawai ‘ i Tourism Significant Significant Relatively Relatively Significant Decline Stable Stable Decline Decline Helps su ps sust stain Helps pr ps prese serve Haw awai ‘ i’s ’s n natura ral l Touri rism i incre reases Tourism sm r resu sults i s in a Enhances r residents’ ’ Nativ ive H Hawaiia iian reso sources, s, pa parks s traffic p proble lems hi higher c r cos ost of of li livi ving qual alit ity o of life culture a e and l langu guage ge and c an d cultural s sit ites 100% 10 80% 8 60% 6 10=High 40% 4 1=Low 20% 2 0% 0 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 ↓ ↓ ↓ Top Box (9-10) 45% 45% 37% 35% 20% 16% 21% 15% 16% 11% Mid-Range (6-8) 35% 36% 36% 36% 38% 38% 32% 32% 31% 31% ↑ Bottom Tier (1-5) 18% 17% 22% 23% 40% 43% 45% 49% 50% 55% DK 2% 2% 5% 6% 2% 3% 3% 4% 4% 4% Base 1,635 1707 1,635 1707 1,635 1707 1,635 1707 1,635 1707 ↓ ↓ MEAN 7.71 7.83 7.37 7.33 6.08 5.83 5.90 5.46 5.42 4.98 Q3 & Q4. I’m g going t to read y you some wa ways t tourism m may a affect y your i island, p ple lease t tell ll m me how m w much y you agree or disagree wi with each h statement u using a a scale o of 1 to 10 wi with 1 10 b being Co Completely Agree a and 1 being D Do Not A Agree A At All? ll? 7
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