Hawaii Tourism

Brianna Daugherty

Brett Woods

Erick Strantka

Trisha Klingerman

Stephanie Mancini

Overview

• Tourism Planning

• Hawaii Tourism Authority

• Tourism Strategic Plan

Tourism Planning

• Background Analysis– Can be classified as a SWOT analysis– It produces the basic direction for the

succeeding steps• Detailed Research and Analysis

– A good tourism plan will not exist without research

– Research evolves around resources, activities, markets, and competition

Tourism Planning

• Synthesis and Visioning– Conclusions from all previous work are

formulates– Considered to be one of the most important steps

in the process• Goal-Setting, Strategy Selection, and Objective

Setting– Tourism goals, strategies, and objective are

defined in this stage

Tourism Planning

• Plan Development– The development of the actual plan– It details the programs and activities needed to

achieve the goals, strategies, and objectives– This plan has an average life span of 3-5 years

• Plan Implementation and Monitoring– Responsibilities of for the tourism objectives must be

set forth for organizations or people– Adequate funds must be available to carry out the

plan

Tourism Planning

• Plan Evaluation– Occurs after the term of the tourism plan has expired– Determines if the goals and objectives were achieved

Tourism Planning

• Originated in Europe• Represents the foundation upon which more specific

goals, strategies, objectives, and plans are developed• Five Purposes

1. Identifying alternative approaches

2. Adapting to the unexpected

3. Maintaining uniqueness

4. Creating the desirable

5. Avoiding the undesirable

Tourism Planning

• Reasons– Tourism development has negative and positive

impacts– Tourism is more competitive than ever before– Tourism is a complicated phenomenon– Tourism has damaged natural and cultural resources– Tourism affects everyone, therefore everyone should

participate in the tourism planning process

Tourism Planning

• Destination Life Cycle-shows the positive and negative impacts of tourism

1. Exploration

2. Involvement

3. Development

4. Consolidation

5. Stagnation

6. Decline

7. Rejuvenation

Tourism Goals and Objectives

• Goal– Overall achievement

• Objective– Short term goals

Hawaii Tourism Authority

• Established in 1998

• State Agency

• Responsible for tourism within Hawaii

HTA

HTA

• Main priority is to achieve managed growth of Hawaii’s tourism industry by focusing on increasing visitor expenditures

• Growth in visitor arrivals is to be achieved after visitor expenditures

HTA

• Follows major business practices– Assist in economic diversification of Hawaii– Assure accountability in controlling public tax

dollars– Enable, optimize, and energize dedicated

resources– Remove obstacles– Provide positive leadership

Tourism Strategic Plan

• It provides strategic directions for Hawaii’s Visitor Industry

• Place visitor expenditures as a priority rather than visitor arrivals

TSP Vision

• Create a demand for Hawaii’s tourism product

• Revitalize Hawaii’s tourism product

• Increase visitor spending per person daily

TSP

• Major geographic market areas– U.S.– Japan– Canada– Europe– Latin America– Asia– Oceania

Major Goals

• Achieve growth by focusing on increasing visitor expenditures

• Achieve average annual growth rate of 4.6 percent

Advantages

• Tourism plan usually last 3-5 years.– Goals are achievable in that time period

– Due to increasing economy people might be reluctant to take vacations

– Increase the amount of money people spend while on vacation

– Increase hotels, resorts, or sporting activities

• Don’t have to rely on a lot of people traveling to Hawaii all the time

Destination

• Destination determine per person per day spending of different groups of visitors

• Look at hotel books– How many rooms sold per night– How long each person stays– Find revenue per available room– Find occupancy rates

Limitations

• Can not have nearly enough arrivals as you need

• People may not want to take vacations

Questions??