HomeAsian Journal of Tourism and Hospitality Researchvol. 6 no. 1 and 2 (2012)

Hawaiian culture into the tourism experience on the Hawaiian Islands: The Japanese perspective

Abraham Li | Steve Sizoo | Joseph Lema | John Tanner | Jerome Agrusa



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 trend towards more authentic tourism, which reintegrates Hawaiian culture into the visitors’ experience of Japanese tourists in Hawaii. The issue that will be addressed is to determine whether there is a visitors’ demand for a more authentic Hawaiian culture in the tourism experience in Hawaii and if so, which efforts should be made or continue to be made to achieve this authenticity. Important aspects are the Japanese visitors’ image of Hawaii, expectations, experiences and satisfaction during their stay, interest in and understanding of Hawaiian culture, as well as the type of Hawaiian cultural experiences in which they are interested. According to the finding of this study, Japanese visitors are interested in Hawaiian culture, and they feel that Hawaiian culture is not represented enough in the tourism experience today. The conclusion is therefore, that efforts to integrate Hawaiian culture into the tourism experience need to be increased beyond what is currently being presented. Ideas for reintegrating Hawaiian culture are discussed and possible solutions are provided. 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.