Understanding Preferences and Characteristics of Japanese Tourists to Hawaii

Abstract

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.