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The Honolulu Advertiser
Posted on: Monday, October 1, 2007

Hawaii trip 'excellent': visitors happy in 2006

By Robbie Dingeman
Advertiser Staff Writer

GET FULL REPORT

This report is available in state Department of Business, Economic Development and Tourism Web site, at www.hawaii.gov. For further information about obtaining visitor data and other sources, contact the DBEDT Library at 808-586-2424, or e-mail library@dbedt.hawaii.gov or DBEDT Research and Economic Analysis Division at 808-586-2466.

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Despite a year that included more than 40 days of heavy rain, a dam break that killed seven people on Kaua'i and a sewage spill that closed Waikiki beaches, the majority of visitors to Hawai'i last year rated their most recent trip to the Islands in 2006 as "excellent."

Those are part of the findings from the recently released 2006 Visitor Satisfaction and Activity survey produced by the state Department of Business, Economic Development and Tourism. The state agency collects the visitor feedback and issued this early report last week looking at "major satisfaction indicators."

Good ratings means more people said their visit exceeded expectations and that they are likely to return and recommend the trip to others.

A longer study will be issued later this year. But these statistics give a boost to visitor industry officials stung by a year of mostly declining arrivals that follows two record years.

State tourism liaison Marsha Wienert said the report is useful in showing trends over times. "It gives everyone a better picture in regard to satisfaction levels by our guests."

The first quarter of 2006, which caught a significant amount of that rain, did show low ratings. However, owing to the remarkable gains in the third quarter of 2006, the ratings for the first three quarters of 2006 had returned to or exceeded 2005 levels.

When visitors plan a vacation to a place known for its tropical reputation, "they think it's going to be blue skies and sunny weather the whole time."

"All of us should be proud that our visitors are enjoying our destination," Wienert said. Although some categories showed more satisfaction that others, the ratings overall were good.

Some other report highlights:

  • The percentage of visitors who were very likely to return to Hawai'i in the next five years remained at a consistent level for most major market areas and was not affected by seasonal variations.

  • U.S. West visitors were the most likely to return in the next five years. Consistently, three-quarters of U.S. West visitors were very likely to return.

  • The level of U.S. West visitors who rated Hawai'i excellent was consistent from the second through the fourth quarters of 2006.

  • U.S. East visitors were similarly satisfied in the fourth quarter of 2006 (71%) as they were in the 2005 (70%). The last three quarters of 2006 were perceived to be better than the year before.

  • Ratings by Japanese visitors in 2006 followed a very similar pattern to 2005: The first and fourth quarters were lower than the second and third quarters.

  • The number of Canadian visitor who rated Hawai'i as excellent was much greater in the fourth quarter of 2006 (70%) than in 2005 (64%).

  • In contrast, the European visitors who came in the fourth quarter of 2006 gave lower ratings (64% said excellent) than visitors in 2005 (69%).

  • Overall, Hawai'i's ability to exceed expectations in 2006 continued to be quite strong through the third quarter of 2006.

  • In the fourth quarter of 2006, North American visitors — U.S. West (89%), U.S. East (88%), and Canada (88%) — were more likely to recommend Hawai'i to friends or relatives than Japanese (69%) or Europeans (75%).

  • There has been a steady increase in the number of U.S. East visitors who were recommending Hawai'i since the fourth quarter 2005 (82%) to the fourth quarter of 2006 (88%).

  • Approximately 70 percent of Japanese visitors were very likely to recommend Hawai'i in the most recent three quarters of 2006.

    Survey questionnaires were mailed to selected U.S., Japanese, Canadian and European visitors after they had returned home.

    The U.S. samples were drawn from the completed Domestic In-Flight Survey forms. The Japanese, Canadian, and European samples were drawn from the completed International Departure Survey.

    There are two versions of the Visitor Satisfaction Survey form, one in English and the other in Japanese. The 2006 survey has 8 pages and 33 questions.

    In the U.S., 11,969 were mailed and 3,328 came back, a 28 percent return. In Japan, 11,803 were sent out and 3,366 came back, a 29 percent return.

    For Canada/Europe, 12,146 went out and 3,524 came back, also a 29 return.

    Reach Robbie Dingeman at rdingeman@honoluluadvertiser.com.

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