HTA Resid ident Senti time ment S t Survey 2 2019 H Highl hlig - - PowerPoint PPT Presentation
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, Hawaii 96813 Telephone: 1-808-528-4050; Fax:
Prepared for Hawai‘i Tourism Authority February 2020 Field Dates: September 27 to November 14, 2019
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 Ha Hawai ai‘i’s v vis isitor in industry h head ading t toward it its e eig ighth c consecutive year ar o
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
idents’ ove verall ll qu quality o
life 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 the s state’s v vis isitor in industry:
ide r resid idents w wit ith a a voic ice in in touris ism development
reate j jobs bs with o
tuniti ties es f for a advanceme ement
shopping ng, r restaur aurant ants a and e entertai ainm nment nt opportu tuniti ties es
Samp mple Pl Plan an
OmniTrak use sed a region
based strat atified sam ampli ling for the he study, y, the he sa same approa
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
ation
to pop
lation
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
ta wa was collec ected ed ran andom
he result lting sam ample le of res esiden ents ts wa was weighted proportio ionate to to populat lation
bution
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
ample le inclu ludes bot
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
07 (i (i.e., up fro rom 1,635 in in 201 018) resp spondents as fo follows:
hu: 683 683 (+ (+74 fro rom 609 609 in in 201 018 to incr crease sampl ple fro rom North Shore area) a)
awai‘i Isl Island: 451 51 (Sam ame)
373 (-2 fro rom 37 375 in in 201 018)
200 (Same) e)
Methodol
xed met ethodolo logy wa was use sed for thi his survey, y, including a com
binat ation
ter Assisted Tele lephon
Interviews (CA CATI TI) and on
line surve
st ove ver four-in-te ten (41 41%) responde dents compl pleted the he survey ey via tele lephon
nd the he remai ainder er (59 59%) comple leted the he su survey online.
ll calls alls we were plac aced ed from Omn mniTrak’s ’s continuousl sly quali ality-controll
alling center in the he Davies Pac acific Center build lding in in Downtown Honolu
lu.
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
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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
Q2a Q2a/b. Using a a 10-point scale le w where 1 10 means E Ext xtremely ly Positive a and 1 means Ext xtremely Negative, how would ld y you rate t the o
ll impact t tourism h has on…The State a as a whole/You a and Your Family? 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 All, ll, p ple lease g give me your o
tourism a as an industry i in Hawai‘i. 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
st h has brought m more benefits s than problems? s?
Perceived i impac act
and You
Family Tourism h sm has brought more b ben enefits t than an proble
2018 2019 2018 2019 2018 2019 2018 2019 Top Box (9-10) 37% 30% 37% 29% 25% 18% 21% 19% 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
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low
↑ ↓ ↓ ↑ ↓ ↑ Significant Decline Significant Decline Significant Decline Decline
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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 m me how m w much y you agree or disagree wi with e each statement u using a a scale o
with 1 10 b being Co Completely Agree a and 1 being D Do Not A Agree A At All? ll?
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
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low
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 o
itie ies for re
to
invo volve ved
↓ ↓ ↓ ↓ ↑ ↓ Significant Decline Relatively Stable Significant Decline Relatively Stable Significant Decline
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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
with 1 10 b being Co Completely Agree a and 1 being D Do Not A Agree A At All? ll?
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
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low
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
↓ ↓ ↓ ↓ ↓ ↑ Relatively Stable Relatively Stable Significant Decline Significant Decline Significant Decline
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2018 2019 2018 2019 2018 2019 2018 2019 Top Box (9-10) 20% 17% 39% 36% 27% 23% 24% 22% Mid-Range (6-8) 36% 37% 37% 38% 37% 37% 32% 31% Bottom Tier (1-5) 42% 43% 22% 24% 34% 37% 41% 44% DK 3% 3% 2% 2% 2% 3% 2% 3% Base 1,635 1,707 1,635 1,707 1,635 1,707 1,635 1,707 MEAN 6.04 5.88 7.42 7.15 6.62 6.35 6.11 5.84
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low
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
Q4. . 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 nd 1 1 means ns D Do N Not Agree a ee at All, h how m much d do y you agree ee or disagree t that … …
↓ Decline Decline Significant Decline Decline
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2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 Top Box (9-10) 40% 37% 29% 28% 15% 9% 11% 8% 10% 6% Mid-Range (6-8) 41% 40% 37% 36% 34% 33% 32% 30% 17% 15% Bottom Tier (1-5) 17% 19% 31% 32% 47% 53% 53% 56% 69% 74% DK 2% 4% 3% 4% 4% 5% 4% 5% 4% 5% Base 1,635 1,707 1,635 1,707 1,635 1,707 1,635 1,707 1,635 1,707 MEAN 7.66 7.55 6.77 6.80 5.66 5.23 5.26 4.99 4.06 3.83
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low
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
Q4. . 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 nd 1 1 means ns D Do N Not Agree a ee at All, h how m much d do y you agree ee or disagree t that … …
↓ ↓ ↑ ↓ ↓ ↑ Decline Relatively Stable Significant Decline Significant Decline Significant Decline
10 78% 80% 67% 64% 66% 63% 61% 59% 58%
3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 9,000,000 10,000,000 11,000,000 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Yr 2009 Yr 2010 Yr 2012 Yr 2014 Yr 2015 Yr 2017 Spring Yr 2017 Fall Yr 2018 Yr 2019
%Strongly/Somewhat Agree Visitor Arrivals % Strongly/ somewhat agree tourism has brought more benefits than problems (Rating of 6-to-10 on 10 Point Scale) Annual Visitor Arrivals (by Air)
Q4.1 .1. Using a g 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 o ee or disagree ee that…?
OVERALL 2018 OVERALL 2019 O‘ahu 2018 O‘ahu 2019 Hawai‘i Island 2018 Hawai‘i Island 2019 Maui County 2018 Maui County 2019 Kaua‘i 2018 Kaua‘i 2019 Top Box (9-10) 21% 19% 21% 19% 23% 20% 20% 13% 22% 26% Mid-Range (6-8) 37% 39% 41% 42% 30% 34% 32% 31% 26% 25% Bottom Tier (1-5) 39% 39% 36% 35% 44% 42% 46% 51% 50% 47% DK 2% 4% 2% 4% 3% 4% 2% 4% 2% 2% Base 1,635 1707 609 683 451 451 375 373 200 200 MEAN 6.32 6.25 6.42 6.41 6.30 6.12 6.02 5.47 5.77 6.12
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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68% 68% 63% 63% 62% 62% 1% 1% 63% 63% 62% 62% 0% 0% 1% 1% 63% 63% 60% 60% 1% 1% 1% 1% 1% 1% 57% 57% 26% 26% 25% 25% 0% 0% 0% 0% 47% 47% 35% 35% 25% 25% 1% 1% 1% 1% 0% 0% 1% 1% 1% 1% 0% 0% 0% 0% 0% 0% 13% 13% 2% 2% 1% 1%
TRAFFIC PROBLEMS HIGH PRICES/HIGHER COST OF LIVING (NET) Higher prices/higher cost of living No affordable housing, housing for "locals" OVERCROWDING (NET) Overcrowding Less access for "locals" No supporting infrastructure DAMAGE TO THE ENVIRONMENT (NET) Damage to the environment Mismanagement of natural resources Overdevelopment Pollution (water, litter, noise) NO RESPECT FOR CULTURE/TRADITION/AINA CRIME (NET) Increased crime Homelessness Trespassing TOO DEPENDENT ON TOURISM LOCALS DON'T BENEFIT FROM TOURISM MONEY HEALTH CONCERNS, VIRUSES, POTENTIAL FOR EPIDEMICS LOSS OF CULTURAL/COMMUNITY SENSITIVITY TOURIST SAFETY AN ISSUE CREATES LOW PAYING JOBS, NO ADVANCEMENT INFLUX OF NEWCOMERS INCLUDING FOREIGN INVESTORS VACATION RENTAL ISSUES SMALL BUSINESS BEING PUSHED OUT TOURISM/TOURISTS ARE GIVEN PRIORITY PROPERTY VALUES GO UP OTHER NONE/DON'T KNOW REFUSED
In you
what p prob
do y
think t tou
created i in H Hawai‘i? i?
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68% 68% 63% 63% 63% 63% 63% 63% 57% 57% 47% 47% 35% 35% 26% 26% 25% 25% 1% 1% 63% 63% 67% 67% 60% 60% 65% 65% 48% 48% 51% 51% 35% 35% 28% 28% 22% 22% 1% 1%
Traffic Problems High Prices/Higher Cost of Living (Net) Overcrowding (NET) Damage to the Environment (Net) No Respect for Culture / Tradition / ‘āina Too Dependent on Tourism Locals Don't Benefit from Tourism Money Crime (Net) Health Concerns, Viruses, Potential for Epidemics Tourist Safety an Issue 2019 2018
In you
what p prob
do y
think t tou
created i in H Hawai‘i? i?
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In you
what p prob
do y
think t tou
created i in H Hawai‘i? i?
66% 64% 65% 66% 54% 49% 38% 30% 25% 74% 70% 59% 59% 64% 45% 28% 17% 16% 76% 62% 62% 55% 67% 35% 22% 17% 20% 68% 54% 56% 56% 56% 48% 38% 18% 35% 0% 10% 20% 30% 40% 50% 60% 70% 80% Traffic Problems Cost of Living (Net) Damage to Environment (Net) Overcrowding (Net) No Respect for Culture/‘āina Too Tourism Dependent Locals Don't Benefit Crime (Net) Health Concerns, Viruses O‘ahu Maui County Kaua‘i Hawai‘i
15 41% 41% 44% 45% 40% 41% 43% 49% 41%
2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 0% 10% 20% 30% 40% 50% 60% Yr 2009 Yr 2010 Yr 2012 Yr 2014 Yr 2015 Yr 2017 Spring Yr 2017 Fall Yr 2018 Yr 2019
%Mostly Positive Visitor Arrivals (by Air) % saying Tourism has been “mostly positive” for you and your family (Rating of 7-to-10 on 10 Point Scale) Annual Visitor Arrivals (by Air)
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
and y you
family?
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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
and y you
family?
41% 41% 44% 45% 40% 41% 43% 49% 41% 26% 23% 32% 33% 35% 29% 26% 31% 30%
0% 10% 20% 30% 40% 50% 60% Yr 2009 Yr 2010 Yr 2012 Yr 2014 Yr 2015 Yr 2017 Spring Yr 2017 Fall Yr 2018 Yr 2019
Mostly Favorable (7-10) Bottom Box (Rating 1-5)
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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
and y you
family?
26% 28% 18% 15% 15% 22% 21% 10% 17%
0% 5% 10% 15% 20% 25% 30% Yr 2009 Yr 2010 Yr 2012 Yr 2014 Yr 2015 Yr 2017 Spring Yr 2017 Fall Yr 2018 Yr 2019
No Impact
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
and y you
family?
OVERALL 2018 OVERALL 2019 O‘ahu 2018 O‘ahu 2019 Hawai‘i Island 2018 Hawai‘i Island 2019 Maui County 2018 Maui County 2019 Kaua‘i 2018 Kaua‘i 2019 Top Box (9-10) 25% 18% 24% 16% 27% 24% 29% 23% 24% 22% Mid-Range (6-8) 33% 32% 34% 33% 30% 28% 33% 31% 30% 28% Bottom Tier (1-5) 31% 30% 30% 29% 32% 32% 34% 33% 33% 36% No Impact 10% 17% 11% 18% 11% 14% 5% 12% 7% 12% DK/Rf 1% 3% 1% 3% 1% 3% 1% 2% 6% 1% Base 1,542 1707 568 683 451 451 375 373 200 200 MEAN 6.75 6.54 6.73 6.52 6.77 6.58 6.85 6.60 6.69 6.44
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low
↓ ↓
19 49% 50% 63% 56% 58% 59% 62% 66% 64%
2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 0% 10% 20% 30% 40% 50% 60% 70% Yr 2009 Yr 2010 Yr 2012 Yr 2014 Yr 2015 Yr 2017 Spring Yr 2017 Fall Yr 2018 Yr 2019
%Strongly/Somewhat Agree Visitor Arrivals % Strongly/ somewhat agree island is being run for tourists at expense of local people (Rating of 6 to 10) Annual Visitor Arrivals
Q4.2 .2. Using a g 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 much d do y you agree ee or disagree t ee that…?
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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…?
OVERALL 2018 OVERALL 2019 O‘ahu 2018 O‘ahu 2019 Hawai‘i Island 2018 Hawai‘i Island 2019 Maui County 2018 Maui County 2019 Kaua‘i 2018 Kaua‘i 2019 Top Box (9-10) 29% 28% 28% 28% 24% 17% 35% 40% 39% 33% Mid-Range (6-8) 37% 36% 38% 39% 32% 29% 36% 32% 33% 31% Bottom Tier (1-5) 31% 32% 30% 30% 42% 51% 26% 25% 25% 33% DK 3% 4% 3% 4% 2% 3% 4% 4% 3% 3% Base 1,635 1,707 609 683 451 451 375 373 200 200 MEAN 6.77 6.80 6.80 6.91 6.11 5.77 7.16 7.42 7.30 6.73
2 4 6 8 10 0% 20% 40% 60% 80% 100%
10=High 1=Low
↑
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Drivers (Driver W Weight) Attribute Attribute Weights
Economic ic & & Social ial Benefi fits
(42% 42%)
2018 2018: 20% 20% Fall ‘17: 40% Spring ‘17: 47%
Crea eates es j jobs t s that h have o e opportunities f es for advancem emen ent 11% Crea eates es s shopping, r rest staurants a s and e enter ertainmen ent o
es for resi siden ents 11% Crea eates es m many w well-payi aying j jobs f for r residents 10% Sponsors festivals, activities & sports events for residents & visitors 6% Provides opportunities for residents to be involved 4% Is an industry that enhances residents’ quality of life 0%
Cultura ral & l & Commu mmunity Benefi fits
(42% 42%)
2018 2018: 55% 55% Fall ‘17: 40% Spring ‘17: 29%
I feel el l like I e I have a e a voice i e in my i island’s t tourism d devel elopmen ent decisions 14% Tourism sm p presen esents N s Native H e Hawaiian l language a e and c culture e in an authentic ma manner 10% Tourism makes me feel special because people travel to see my island’s unique features 6% Helps to preserves Native Hawaiian culture and language 6% Tourism is consistent with community values on this island 5% Tourism in Hawai‘i reminds me that we have a unique culture to share with visitors 1% Helps sustain Hawai‘i’s natural resources, parks and cultural sites 0%
Negat ativ ive Imp mpacts
(16 16%)
2018 2018: 25% 25% Fall ‘17: 20% Spring ‘17: 24%
Tourism results in a higher cost of living 5% Tourism in Hawai‘i increases traffic problems 4% My island’s economy is too dependent on tourism 4% This island is being run for tourists at the expense of local people 3%
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Wit ith Ha Hawai ai‘i’s vis isitor in industry hea eading t toward its ei eighth con consecutive y year of
cord vis isitor ar arriv ivals t to the stat ate, residen ent s t senti time ment h t has gene nerally w y weakened, though t the e key i indica cators s showed d mixed d result lts.
To imp mprove e residen ent s t senti timen ment t – a key p y part t of res espo ponsible g e growth for t the s state’s v vis isitor in industry:
ide r resid idents w wit ith a a voic ice in in tourism devel elopmen pment
reate j jobs bs with h
for
advanc ancement nt
shopping ng, r restaur aurant ants and e entertainm ainment nt
tuniti ties es The vis isitor in industry’s im impact o
resid idents’ ove verall ll qu quality o
life becomes k key t y to i improving ing residen ent t senti time ment, t, a as r residen ent t attitu tudes es s shift t t toward seeki king an n equal al b balanc ance of Economic/ c/Soci cial a and Cultu tural/C /Commu mmunity ty b benef efits ts from m the i e industry.
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