This article investigates product and service consumption between first-time and repeat Japanese visitors in Hawaii. Overall, the empirical results reveal that repeat visitors to Waikiki are likely to be Japanese females, in their mid-thirties, who relish in fun, self-indulgent, overall hedonic consumption. during their stay. Unlike first-time visitors, who take sightseeing tours and who express interest in purchasing products reminiscent of the local culture, repeat visitors are likely to engage in shopping, golfing, and in patronizing spas during their Hawaiian vacation. [ABSTRACT FROM AUTHOR]