Maui Business

Tourism Authority Publishes Visitor Satisfaction Report

December 2, 2018, 2:00 PM HST
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The Hawaiʻi Tourism Authority (HTA) released the results of its Visitor Satisfaction and Activity report for the first half of 2018. The report, which HTA released on Monday, offers demographic data from visitors about Hawaiʻi that is not provided in any other HTA study.

The results show the satisfaction of visitorsʻ overall experience and types of activities they participated in from from January to June of this year. The report’s findings analyze the opinions of visitors from eight major global markets, including US West, US East, Japan, Canada, Europe, Oceania, China and Korea.

The report also shows the demographic information of visitors who participated in the survey, including income, education, employment status, life-stage segments, and their relationship to the other members of their traveling party. The HTA said the information is useful to any business or organization benefiting from tourism that want to know travelersʻ preferences, choices, and level of satisfaction, both on a general basis and for each island.

HTA expanded the survey research this year to include island-specific questions each quarter for Oʻahu, Maui, Kauaʻi and the island of Hawaiʻi to provide more detailed information about the areas visited and the various attractions visitors experienced. For example visitor satisfaction ratings for Oʻahu include ratings of the Daniel K. Inouye International Airport and Honolulu Harbor.

For Maui, data is provided about the visitor experiences of special events and the satisfaction ratings of visiting Haleakalā National Park. The report reveals visitor satisfaction ratings of Kauaʻi’s beaches, parks, public areas, roads, dining, entertainment, and shopping. For the island of Hawaiʻi, data is provided on advertising awareness by visitor market and the percentage of travelers making the trip between the west and east sides of the island.


As presented in the report, visitors to the Hawaiian Islands rated their satisfaction with their overall experience according to the following five categories:

  • Overall satisfaction.
  • How well their experience matched their expectations.
  • Likelihood of recommending Hawaiʻi to others.
  • Likelihood of returning to Hawaiʻi within the next five years.
  • Reasons for not revisiting Hawaiʻi.

The report also provides information on survey respondentsʻ participation in various activities on each island they visited, including the following:

  • Their trip planning process.
  • Resources used in planning their Hawaiʻi trip.
  • Resources used during their stay in Hawaiʻi.

The complete Visitor Satisfaction and Activity report is available on HTA’s website

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