2024年第四季度夏威夷旅游业游客满意度调查报告

State of HawaiʻiDepartment of Business, Economic Development & Tourism Table of Contents •Section 1–Visitor Satisfaction (slide 5)•Section 2–Activities (slide 31)•Section 3–Travelers with Disabilities (slide 40)•Section 4–Messaging (slide 52)•Section 5–Island ofOʻahu(slide 59)•Section 6–Island ofKauaʻi(slide 86)•Section 7–Island of Maui (slide 117)•Section 8–Island of Hawaiʻi (slide 148)•Section 9–Visitor Profile (slide 174)•Section 10–Island Survey Methodology (slide 185) Survey Methodology TheVisitorSatisfactionandActivitySurvey(VSAT)isasurveyofvisitorsfromeightvisitormarketswhorecentlycompletedatriptoHawaiʻi.StatisticspresentedinthisQuarter4,2024reportincludesurveyresultsfrom:U.S.West(Alaska,California,Oregon,Washington,Arizona,Colorado,Idaho,Montana,Nevada,NewMexico,Utah,andWyoming),U.S.East(allotherstatesintheContinentalU.S.),Japan,Canada,Oceania,Europe,KoreaandChina. Survey Methodology (cont.) Monthlysamples of visitors who stayed for at least two days were drawn from the completed DomesticIn-flightandInternationalDepartureInterceptsurveys.SelectedvisitorsfromtheU.S.,Japan,Canada,Oceania,Korea,ChinaandEuropeweresentanemailinvitationwithalinktocompletethesurveyonline.InterceptsurveyswerealsoconductedbytrainedinterviewerswithdepartingvisitorsfromKoreaandJapanattheDanielK.InouyeInternationalAirportinHonolulu. Collecteddatawerestatisticallyadjustedtoreflectthedistributionofcasesbyislandandfirst-time/repeatvisitorstatusintheIn-FlightandInternationalDeparturesurveys.DatawerestatisticallyadjustedtoberepresentativeofthepopulationofvisitorpartiesenteringHawaiʻiduringthequarter.DatawerereportedasweighteddatabasedonweightsgeneratedforQuarter4,2024.TheVSATweightingsystemwasdevelopedtoadjustfordisproportionatesamplingacrossallvisitormarkets. Section 1—Visitor Satisfaction SATISFACTION–STATE OF HAWAIʻI BY VISITOR MARKET SATISFACTION–STATE OF HAWAIʻI BY VISITOR MARKET •Gender:FemalerespondentsfromU.S.EastandJapangavehighersatisfactionscoresthanmalerespondentsfromthesevisitormarkets. •Age:Satisfaction was lowest among senior visitors(65 years and older)from Japan compared to thoseyoungerfromthisvisitormarket. •HouseholdIncome:VisitorsfromU.S.Westthatresideinhomesinthebottomincometier(<$100K)gavehighersatisfactionscorescomparedtomoreaffluentvisitorsfromthismarket($100K-$150K). •Education:CollegegraduatesfromU.S.WestandJapanprovidedhighersatisfactionscorescomparedtothosewithoutacollegedegreefromthesevisitormarkets. •TripstoHawai‘i:First-timevisitorsfromJapangavehighersatisfactionscoresthanrepeatvisitorsfromthismarket. SATISFACTION–STATE OF HAWAIʻI BY VISITOR MARKET SATISFACTION–HAWAIʻI TRIP EXPECTATIONS •TripstoHawai‘i:First-timevisitorsfromthefollowingvisitormarketsweremorelikelytofeeltheirtripexceededtheirexpectationsthanrepeatvisitors:U.S.West,U.S.East,Oceania,CanadaandJapan. •Age:YoungerrespondentsfromU.S.West(18–49yearsold),U.S.East(18–34yearsold),Canada(18-34yearsold)andJapan(18–34yearsold),weremorelikelytorespondthattheirtripexceededexpectationscomparedtovisitorsfromthesemarketsinolderagegroups.Agreementwiththissentimenttendedtodeclinewithage. •Gender:FemalevisitorsfromU.S.West,JapanandU.S.Eastgavehighermeansatisfactionscorescomparedtomalevisitorsfromthesemarkets. •Travelpartysize:VisitorsfromU.S.EastandJapanwhotraveledtothestateinpartiesoftwoweremorelikelytofeeltheirtripexceededtheirexpectations. •Education:CollegegraduatesfromU.S.Westweremorelikelytofeeltheirtripexceededtheirexpectationcomparedtovisitorsfromthismarketwithoutacollegedegree. •Householdincome:Lessaffluent(<$100K)visitorsfromU.S.Eastweremorelikelytofeeltheirtripexceededexpectationscomparedtomoreaffluentvisitorsfromthisvisitormarket. SATISFACTION–HAWAIʻI TRIP EXPECTATIONS BRAND/ DESTINATION–ADVOCACY BRAND/ DESTINATION–ADVOCACY •Gender:FemalerespondentsfromU.S.Westweremorelikelytorecommendthestatetoothersthanmalerespondentsfromthisvisitormarket. •Age:SeniorvisitorsfromJapan(65yearsandolder)weretheleastlikelytorecommendthestatecomparedtoyoungertravelersfromthismarket. •Household size:Visitors from U.S.West who traveled to the state by themselves were the least likely torecommendthestatecomparedtothosewhotraveledwithatleastoneotherindividual. BRAND/ DESTINATION–ADVOCACY Tracking Data–Rating of “Very Likely” (7-8) Note: Due to impact of the pandemic, there were too few travelers from Japan, Canada, Oceania, Korea, and China in 2020 and2021 to provide an adequate sample size of visitors.For Europe, the pandemic resulted in too few travelers in the second half of 2020. Visitors from Europe were not surveyed in2021 through 2023. LIKELIHOOD OF RETURN VISIT LIKELIHOOD OF RETURN VISIT •Gender:Male respondentsfrom U.S.Westexpressed agreater likelihoodto returnto Hawai‘ithanfemalerespondentsfromthisvisitormarket. •TripstoHawai‘i:Repeatvisitorsfromthefollowingvisitormarketsexpressedagreaterlikelihoodofreturningtothestatethanfirst-timevisitors:U.S.West,U.S.East,Oceania,andJapan. •Islandsvisited:VisitorsfromU.S.EastandCanadawh