HTA Resid ident Senti time ment S t Survey 2 2017 H Highl hlig - - PowerPoint PPT Presentation
HTA Resid ident Senti time ment S t Survey 2 2017 H Highl hlig ight hts Prepared for Hawai i Tourism Authority July 2018 Davies Pacific Center 1250, 841 Bishop Street, Honolulu, Hawaii 96813 Telephone: 1-808-528-4050; Fax:
Prepared for Hawai‘i Tourism Authority July 2018 Field Dates: October 13, 2017 to January 16, 2018
Davies Pacific Center 1250, 841 Bishop Street, Honolulu, Hawai‘i 96813 Telephone: 1-808-528-4050; Fax: 1-808-538-6227 www.omnitrak@omnitrakgroup.com
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.
he prim imary objectives of
Resident Sen entiment Survey ey res esea earch ar are:
ack ke key resid ident attitu tudes es toward rd touris ism in in Ha Hawai‘ ai‘i ov
me.
To identify perceived positive an and ne negat ativ ive impa pacts ts of th the tourism industry
al resid idents.
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.
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Impact of Hawai‘i Tourism General Perceptions of Hawai‘i Tourism
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Wit ith t the v vis isitor in industry well o
its way t to it its s six ixth consecutive y year ar of record v vis isitor ar arriv ivals ( (i. i.e., during t the e time me t this s survey w was f fiel elded ed), some me in indic icators of Ha Hawai‘ ai‘i R Resident Se Sentiment h had ad wea eakened ed, b but n none t too deepl eeply. Ove verall, ll, to i improve R Resident S Sentiment, p , place in increased f focus o
ination n Management, b beyo yond nd Destinat ination n Ma Mark rketing Hav aving a a Voice in Tourism De m Developme pment, , 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
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
he sam ampli ling plan lan divided the he State into to 12 su sub-reg egions with con
ation
to pop
lation
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
data wa was collec ected ed ran andom
he result lting sam ample le of res esiden ents ts wa was weighted pr propo portiona nate to to pop
lation
bution
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
he tele lephon
ample le inclu ludes both lan landli line (52 52%) and nd cellu llula lar (48 48%) phones. Statew ewide sampli ling pro roduce ced a total of
14 resp spondents as fo follows:
hu: 614
awai‘i Isl Island:480 80
320
200
Methodol
ethodolo logy wa was use sed for thi his survey, y, including a com
binat ation
ter Assisted Tele lephon
Interviews (CATI) and nd online surve
der two-thirds (62%) of the he resp spondents compl pleted the he surve vey via ia tele lephon
nd the he remainder (38 38%) comple leted the he su survey on
ine.
ll calls alls we were plac aced ed from Omn mniTrak’s ’s continuousl sly quali ality-con
alling center in the he Da Davi vies Pac acific Center build lding in in Downtown Honolu
lu.
ld Date tes: October 13, 2017 17 to January 16 16, 201 018
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Relatively steady Slight decrease Notable increase Slight decrease
2017 Spring 2017 Fall 2017 Spring 2017 Fall 2017 Spring 2017 Fall 2017 Spring 2017 Fall Top Box (9-10) 42% 41% 38% 36% 18% 21% 21% 22% Mid-Range (6-8) 43% 45% 47% 44% 30% 30% 41% 39% Bottom Tier (1-5) 14% 12% 14% 18% 29% 26% 37% 36% DK 1% 2% 0% 1% 23% 23% 1% 3% Base 1,650 1,614 1,650 1,614 1,650 1,614 1,650 1,614 MEAN 7.90 7.95 7.80 7.59 6.50 6.86 6.50 6.48
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low Perceived i impac act o
tourism o
e Stat ate Perception o
tourism i m indust stry i in Haw awai‘i i - Favor
ability
Q. Using g a 1 10-poi
where 1 10 means E Ext xtremely P Pos
and 1 1 means E Ext xtremely Negative, how w wo would y you r rate t the o
impact t tourism has on…The State a as a a wh whole le/You a and Your Family? Q. Using g a 1 10-poi
where 1 10 means E Ext xtremely Fa Favor
1 means N Not
Favor
at All, ll, p ple lease g give m me your o
as a an industry i in H Hawa wai‘i.
Perceived i impac act
and You
Family*
*Note: Don’t Kn Know w (DK) K) category f for this q question i includes for “ “Don’t k know” and “ “No impact”.
Tourism h sm has brought more b ben enefits t than an proble
Q. Using g a 1 10-poi
where 1 10 means C Com
Agree and 1 1 means D Do
Agree a at All, how w much d do you a agree o
that…...?
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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
impact t tou
You
family?
60% 58% 56% 50% 42% 44% 42% 41% 41% 44% 45% 40% 41% 43%
0% 10% 20% 30% 40% 50% 60% 70% Yr 1988 Yr 1999 Yr 2001 Yr 2002 Yr 2005 Yr 2006 Yr 2007 Yr 2009 Yr 2010 Yr 2012 Yr 2014 Yr 2015 Yr 2017 Spring Yr 2017 Fall
% saying tourism has been “mostly positive” for you and your family
In order t to track t the da data ( (change i in rating s scale) fr from 2 2009 o
a rating o
f 7-10 w 0 was u used ed t to approxima mate t e the p perce cent nt t that felt p positively a about t this s statement.
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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
impact t tou
You
family?
OVERALL 2017 Spring OVERALL 2017 Fall O‘ahu 2017 Spring O‘ahu 2017 Fall Hawai‘i Island 2017 Spring Hawai‘i Island 2017 Fall Maui County 2017 Spring Maui County 2017 Fall Kaua‘i 2017 Spring Kaua‘i 2017 Fall Top Box (9-10) 18% 21% 16% 21% 20% 20% 27% 19% 17% 18% Mid-Range (6-8) 30% 30% 32% 29% 22% 34% 28% 32% 33% 27% Bottom Tier (1-5) 29% 26% 30% 25% 32% 26% 21% 29% 30% 31% No Impact 22% 21% 21% 23% 25% 18% 25% 19% 19% 21% DK/Rf 1% 2% 1% 2% 1% 2% 1% 2% 0% 3% Base 1,650 1,614 600 614 450 480 400 320 200 200 MEAN 6.50 6.86 6.40 6.92 6.60 6.77 7.20 6.75 6.50 6.54
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low
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5% 5% 2% 2% 2% 2% 2% 2% 2% 2% 3% 3% 14 14% 21 21% 26% 26% 44% 4% 56% 56% 56% 56% 57% Other Tourist safety an issue Too dependent on tourism Creates low paying jobs, no advancement Tourism/Tourists are given priority Locals don't benefit from Tourism money Loss of cultural/community sensitivity Health concerns, viruses, potential for epidemics CRIME (NET) DAMAGE TO THE ENVIRONMENT (NET) HIGH PRICES/HIGHER COST OF LIVING (NET) OVERCROWDING (NET) Traffic problems
In you
what p prob
do y
nk tourism h
has c creat ated i in Hawai ai‘i? i?
10 74% 75% 69% 73% 77% 71% 74% 71% 78% 80% 67% 64% 66% 63% 61%
500,000 600,000 700,000 800,000 900,000 1,000,000 1,100,000 1,200,000 1,300,000 1,400,000 1,500,000 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Yr 1988 Yr 1993 Yr 1999 Yr 2001 Yr 2002 Yr 2005 Yr 2006 Yr 2007 Yr 2009 Yr 2010 Yr 2012 Yr 2014 Yr 2015 Yr 2017 Spring Yr 2017 Fall
%Strongly/Somewhat Agree HI Residents
% strongly/ somewhat agree tourism has brought more benefits than problems
In order t to track t the da data ( (change i in rating s scale) fr from 2 2009 o
a rating o
f 6-10 w 0 was u used ed t to approxima mate t e the p perce cent nt t that felt p positively a about t this s statement. Q4.1 .1. Using a a 10-point nt s scale w e wher ere 1 e 10 means ns C Complet etel ely A Agree a ee and 1 means ns D Do N Not Agree ee a at All, h how m much d do you agree ee
that…?
Hawai‘i Resident Population
Other M Marketpl place ce Considerat ation
has also been on the rise.
Economy and Social Media, visitors are appearing in places they have not been in in the past
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OVERALL 2017 Spring OVERALL 2017 Fall O‘ahu 2017 Spring O‘ahu 2017 Fall Hawai‘i Island 2017 Spring Hawai‘i Island 2017 Fall Maui County 2017 Spring Maui County 2017 Fall Kaua‘i 2017 Spring Kaua‘i 2017 Fall Top Box (9-10) 21% 22% 21% 24% 23% 15% 24% 16% 20% 17% Mid-Range (6-8) 41% 39% 44% 38% 40% 47% 34% 34% 32% 37% Bottom Tier (1-5) 37% 36% 35% 35% 36% 34% 42% 43% 48% 45% DK 1% 3% 1% 2% 1% 4% 1% 7% 0% 1% Base 1,650 1,614 600 614 450 480 400 320 200 200 MEAN 6.50 6.48 6.50 6.65 6.60 6.26 6.40 5.87 5.90 6.09
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low
Q4.1 .1. Using a a 10-point nt s scale w e wher ere 1 e 10 means ns C Complet etel ely A Agree a ee and 1 means ns D Do N Not Agree ee a at All, h how m much d do you agree ee
that…?
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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 me how m w much y you agree or disagree wi with e each s stat atement using a a scale o
with 10 being Co Completely A Agree a and 1 1 being D Do Not Agree A At All? ll?
Relatively steady Slight decrease Notable rise Notable decrease Relatively steady
Cr Creat ates jo jobs t that at have o
pportunities s for adv advan ancement Creates sh s shoppi pping, rest staurants & s & entertainm nment nt
itie ies Spo ponso sors f fest stivals, s, activities & s & spo sports s events f for re
an and v d vis isit itors Cr Creat ates m man any well ll-paying jo jobs for re
Provide ides
itie ies f for resident i involv
2017 Spring 2017 Fall 2017 Spring 2017 Fall 2017 Spring 2017 Fall 2017 Spring 2017 Fall 2017 Spring 2017 Fall Top Box (9-10) 41% 40% 32% 30% 27% 35% 27% 22% 24% 25% Mid-Range (6-8) 40% 42% 42% 40% 44% 39% 43% 39% 42% 42% Bottom Tier (1-5) 18% 18% 24% 28% 28% 25% 29% 38% 32% 30% DK 1% 0% 1% 3% 1% 1% 2% 2% 2% 3% Base 1,650 1,614 1,650 1,614 1,650 1,614 1,650 1,614 1,650 1,614 MEAN 7.70 7.65 7.20 7.04 6.90 7.21 6.90 6.26 6.70 6.76
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low
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goi
to
you
som
ways t tou
may affect y you
island, p please t tell m me how
much y you
agree or
with each statement ement u using ng a a scale e of 1 1 to 10 with 1 10 being ng C Complet etel ely A Agree ee and 1 1 being ng D Do N Not A Agree A ee At All?
Relatively steady Relatively steady Holding steady Relatively steady Notable increase
Tourism sm r resu sults i s in a hi higher c r cos
livi ving Touri rism i incre reases traffic p proble lems Helps su ps sust stain Haw awai‘i’s ’s n natura ral l reso sources, s, pa parks s an and c d cultural s sit ites Enhances r residents’ ’ qual alit ity o
Helps pr ps prese serve Nativ ive H Hawaiia iian culture a e and l langu guage ge
2017 Spring 2017 Fall 2017 Spring 2017 Fall 2017 Spring 2017 Fall 2017 Spring 2017 Fall 2017 Spring 2017 Fall Top Box (9-10) 46% 44% 37% 36% 21% 22% 18% 20% 12% 16% Mid-Range (6-8) 32% 34% 36% 37% 40% 39% 37% 36% 33% 31% Bottom Tier (1-5) 22% 22% 24% 22% 38% 38% 44% 42% 53% 51% DK 0% 1% 3% 5% 1% 2% 1% 3% 2% 3% Base 1,650 1,614 1,650 1,614 1,650 1,614 1,650 1,614 1,650 1,614 MEAN 7.70 7.61 7.30 7.45 6.30 6.26 5.90 6.03 5.30 5.57
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low
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Notable decrease Holding steady Slight decrease Slight decrease
Tourism sm r remi minds me s me we ha have a a unique cult lture re t to
hare re Funds ds s should b d be spe spent t to pr promo mote tourism in in Hawai ai‘i Touri rism m makes m me feel l spe special b because se pe peopl ple tra ravel to s
my i isla land’s unique f feature res Tourism s should b d be activ ively e encourag aged d
my is islan and
2017 Spring 2017 Fall 2017 Spring 2017 Fall 2017 Spring 2017 Fall 2017 Spring 2017 Fall Top Box (9-10) 23% 20% 44% 44% 32% 30% 27% 26% Mid-Range (6-8) 44% 40% 35% 35% 41% 37% 36% 31% Bottom Tier (1-5) 33% 39% 21% 21% 27% 33% 37% 42% DK 1% 1% 1% 1% 0% 1% 1% 1% Base 1,650 1,614 1,650 1,614 1,650 1,614 1,650 1,614 MEAN 6.60 6.15 7.60 7.60 7.00 6.82 6.30 6.15
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low
Q. . Using a 1 10-point s sca cale wher ere 10 10 mea means C Comp mpletely A Agree a and nd 1 1 mea means D Do N Not A Agree a at All, h how much much do y you u agree o
disagree t that … …
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Holding steady Notable increase Holding steady Notable increase Notable increase
Is Isla land i is ru run for
to tourists ts a at expe xpense se o
peopl ple Is Isla land e econ
is is too de dependent
tourism Tourism sm pr prese sents s Nativ ive H Hawaiia iian cult lture re i in authentic m manner Tourism sm i is s consi sist stent wi with community va valu lues
is is islan and I feel l l like I I have ve a a vo voice in in m my is islan and's tourism deve velop lopment d decision
2017 Spring 2017 Fall 2017 Spring 2017 Fall 2017 Spring 2017 Fall 2017 Spring 2017 Fall 2017 Spring 2017 Fall Top Box (9-10) 42% 42% 25% 29% 10% 10% 9% 12% 6% 8% Mid-Range (6-8) 40% 37% 35% 33% 36% 38% 29% 30% 17% 20% Bottom Tier (1-5) 18% 19% 39% 34% 51% 48% 59% 53% 75% 69% DK 1% 2% 2% 4% 3% 4% 3% 4% 2% 4% Base 1,650 1,614 1,650 1,614 1,650 1,614 1,650 1,614 1,650 1,614 MEAN 7.70 7.65 6.40 6.73 5.50 5.55 5.00 5.34 3.80 4.19
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low
Q. . Using a 1 10-point s sca cale wher ere 10 10 mea means C Comp mpletely A Agree a and nd 1 1 mea means D Do N Not A Agree a at All, h how much much do y you u agree o
disagree t that … …
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OVERALL 2017 Spring OVERALL 2017 Fall O‘ahu 2017 Spring O‘ahu 2017 Fall Hawai‘i Island 2017 Spring Hawai‘i Island 2017 Fall Maui County 2017 Spring Maui County 2017 Fall Kaua‘i 2017 Spring Kaua‘i 2017 Fall Top Box (9-10) 25% 29% 24% 31% 23% 22% 28% 31% 30% 23% Mid-Range (6-8) 35% 33% 37% 32% 27% 32% 29% 36% 37% 45% Bottom Tier (1-5) 39% 34% 38% 34% 47% 42% 43% 28% 32% 32% DK 2% 4% 2% 3% 3% 5% 0% 6% 1% 1% Base 1,650 1,614 600 614 450 480 400 320 200 200 MEAN 6.40 6.73 6.50 6.81 6.10 6.18 6.10 6.98 6.70 6.56
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low
Q4.2 .2. Using a a 10-point nt s scale w e wher ere 1 e 10 means ns C Complet etel ely A Agree a ee and 1 means ns D Do N Not Agree ee a at All, h how m much d do you agree ee
that…?
18 Dri rivers rs (Dri river W r Weight) Attri ribute Attri ribute We Weights Cultura ral & l & Commu mmunity Benefi fits Fall: 4 l: 40% (Spring: 29%) Tourism p presents N Nat ative H Hawai aiian an l lan anguage an and d culture in in an an au authentic m man anner 10 10% I feel l l like I I have ve a a vo voice i in my island’s ’s t tourism d deve velop lopment d decision
10 10% Help lps t to p
reserves N Native H Hawaiian c cult lture re a and la language 8% 8% Tourism makes me feel special because people travel to see my island’s unique features. 5% Tourism is consistent with community values on this island 4% Helps sustain Hawai‘i’s natural resources, parks and cultural sites 3% Tourism in Hawai‘i reminds me that we have a unique culture to share with visitors. <1% Economic ic & & Social ial Benefi fits Fall: 4 l: 40% (Spring: 47%) Cre reates m many w well ll-paying jo jobs f for r resid idents 14 14% Cre reates s shop hopping, re restaurants a and entertainment op
for
residents 13 13% Creates jobs that have opportunities for advancement 7% Provides opportunities for residents to be involved 3% Sponsors festivals, activities & sports events for residents & visitors 3% Is an industry that enhances residents’ quality of life <1% Negat ativ ive Imp mpacts Fall: 2 l: 20% (Spring: 24%) Tourism results in a higher cost of living 6% Tourism in Hawai‘i increases traffic problems 5% My island’s economy is too dependent on tourism 5% This island is being run for tourists at the expense of local people 4%
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