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1
2 M HTA 2.1 M 2007 p.3~4 2.2 P M 2007 p.8~9 P Product Place ( ) Price Promotion( ) 2
3 2.3 / ( M 2007 p / 2.4 ( M 2007 p ) 3
4 PR etc PR M 2007 p.10~12 M 2007 p.28 M 2007 p.41 4
5 2.5 M 2007 p M 2007 p.45 5
6 2.7 M 2007 p.15~16 p.82~
7 Abraham Maslow the basic needs of survival safety and security belonging needs social needs self-esteem self-actualization M 2007 p.106 BBQ M 2007 p
8 2.9 SWOT SWOT Strengths Weaknesses Opportunities Threats SWOT 8
9 M 2007 p.62 SWOT Strengths ex: Weaknesses ex: Opportunities ex: Threats ex: SWOT 2.10 M 2007 p M 2007 p.69~75 9
10 SWOT SWOT SWOT 10
11 SWOT 2.12 P 11
12 SWOT 3.1 Hawaii 100 Wikipedia 10 12
13 3.2 Hawai i Tourism Strategic Plan: p HP
14 Iniki ,948, SARS ,528, M 2007 p TSP Hawai i Tourism Strategic Plan: p HTA Ke Kumu( Ke Kumu HTA 14
15 Ke Kumu HTA Ke Kumu 2004 Ke Kumu TSP TSP 2015 TSP HTA 15
16 READ READ Hawai i Tourism Strategic Plan: p Hawai i Tourism Strategic Plan: p Survey of Resident Sentiments
17 3.8 SWOT Hawai i Tourism Strategic Plan: , Exhibit2 TSP SWOT Present Strengths Present Weaknesses Future Opportunities Future Threats 17
18 ,070 2, , Annual Report Annual Visitor Research Report Table 1: Summary of Visitor Statistics: 2008 vs ( ) (%) 6,713,436 7,496, U.S. West 2,769,229 3,244, U.S. East 1,683,114 1,901, ,175,199 1,296, , , , , , , , ,
19 18,896 19, , , U.S West 3,244,707 2,769, U.S. East 1,901,502 1,683, ,296,421 1,175,199 U.S. West U.S. East % 333, , , , Annual Visitor Research Report p U.S. West U.S. East Per Person U.S. East U.S. West 146 DFS 19
20 % 9% 9% 75% 2008 Annual Visitor Research Report p U.S. East U.S. West 70 U.S. East U.S. West 80 U.S. East U.S. West , (p.86)
21 Visitor Satisfaction & Activity Report Hawai ii Visitors and Convention Bureau HVCB 1950 U.S U.S S. West U.S. East 2008 Visitor Satisfaction & Activity Reportp.10 U.S West U.S. East
22 2008 U.S. West 2008Visitor Satisfaction & Activity Report Table Annual Visitor Research Report p
23 25 40 A U.S. West 34.6 U.S. East B ( M 2007 p.88) A B B % : 2008 Annual Visitor Research Report Table 3: Summary of Visitor Characteristics (Percentage of Total): 2008 vs
24 TSP SWOT ~2008 Annual Visitor Research Report %
25 U.S. West U.S. East
26 URL (1) M 2007 (2) HP (3) Wikipedia ( (4) State of Hawai i, Hawai i Tourism Strategic Plan: ( (5) State of Hawai i, DBEDT, 2008 Visitor Satisfaction & Activity Report ( (6) State of Hawai i, DBEDT, 2000 Annual Visitor Research Report, 2001 ( (7) State of Hawai i, DBEDT, 2001 Annual Visitor Research Report, 2002 ( (8) State of Hawai i, DBEDT, 2002 Annual Visitor Research Report, 2003 ( (9) State of Hawai i, DBEDT, 2003 Annual Visitor Research Report, 2004 ( 26
27 (10) State of Hawai i, DBEDT, 2004 Annual Visitor Research Report, 2005 ( (11) State of Hawai i, DBEDT, 2005 Annual Visitor Research Report, 2006 ( (12) State of Hawai i, DBEDT, 2006 Annual Visitor Research Report, 2007 ( f) (13) State of Hawai i, DBEDT, 2007 Annual Visitor Research Report, 2008 ( (14) State of Hawai i, DBEDT, 2008 Annual Visitor Research Report, 2009 ( 27
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