Search

Japanese tourists are the largest and most important international segment of tourists to Hawaii. Over the past few years, the number of Japanese tourists to Hawaii has declined significantly. The purpose of this study is to explore the differences in attitudinal and behavioral characteristics, and preferences of Japanese tourists in Hawaii according to key sociodemographic variables. The results of this study conclude that sociodemographic variables show significant differences in attitudinal or behavioral characteristics. For example, compared with those with a high school diploma or lower level of education, respondents with a higher level of education were likely to have greater interest in Hawaiian culture. Those who had some college education or a higher level of education showed a greater preference for swimming and taking a cruise tour than respondents with a lower level of education. The results of this study are likely to be beneficial for understanding Japanese tourists and establishing marketing policies to enhance their satisfaction and raise their intention to revisit Hawaii. The findings of this study could be helpful for all stakeholders, including local tour operators, the Japanese Tourism Board (JTB), and Hawaii's tourism officials. [ABSTRACT FROM AUTHOR]

This study will focus on Japanese tourists who make up the largest international tourist market for Hawaiian tourism. The goal of this study was to explore the potential of the segmentation of Japanese tourists by their specific tour purpose. Respondents indicated five main purposes such as honeymoon tourism (10.8%), fraternal association tourism (17.8%), sports tourism (33.8%), tourism for rest and relaxation (7.6%), and business/VFR tourism (29.9%). According to results of one-way ANOVA test, chi-square test, and correspondence analysis, respondents' characteristics were differently shown on the basis of tour purpose-based segments. Thus, it is concluded that tour purpose-based segmentation is very useful and straightforward in practical application. Finally, the results of this study are expected to establish marketing strategies for attracting more Japanese tourists and providing satisfaction through differentiating demands according to the main purpose of their tour. [ABSTRACT FROM AUTHOR]