26 05159113 1
M HTA 2.1 M 2007 p.3~4 2.2 P M 2007 p.8~9 P Product Place ( ) Price Promotion( ) 2
2.3 / ( M 2007 p.10 1.1 / 2.4 ( M 2007 p.11 1.2) 3
PR etc PR M 2007 p.10~12 M 2007 p.28 M 2007 p.41 4
2.5 M 2007 p.12 2.6 M 2007 p.45 5
2.7 M 2007 p.15~16 p.82~83 2.8 6
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.111 6.2 7
2.9 SWOT SWOT Strengths Weaknesses Opportunities Threats SWOT 8
M 2007 p.62 SWOT Strengths ex: Weaknesses ex: Opportunities ex: Threats ex: SWOT 2.10 M 2007 p.19 2.11 M 2007 p.69~75 9
SWOT SWOT SWOT 10
SWOT 2.12 P 11
SWOT 3.1 Hawaii 100 Wikipedia 10 12
3.2 Hawai i Tourism Strategic Plan:2005-2015 p.3 1852 1946 39 5 2004 20 3.3 8000000 7000000 6000000 5000000 4000000 3000000 2000000 1000000 0 90 91 92 93 94 95 96 97 98 99 0 1 2 3 4 5 6 7 8 HP 1959 30 1991 13
1991 1992 Iniki 2000 6,948,595 2001 9 11 SARS 2004 2006 7,528,106 2007 2008 3.4 M 2007 p.112 1959 2000 1991 2004 2008 3.5 2005 2015 TSP Hawai i Tourism Strategic Plan:2005-2015 p.1 1999 HTA Ke Kumu( Ke Kumu HTA 14
1999 2002 Ke Kumu HTA 2003 2002 Ke Kumu 2004 Ke Kumu 2005 2015 TSP TSP 2015 TSP 2015 3.6 HTA 15
READ READ Hawai i Tourism Strategic Plan:2005-2015 p.10 3.7 Hawai i Tourism Strategic Plan:2005-2015 p.4 2002 Survey of Resident Sentiments 2002 50 1999 58 80 67 67 54 41 35 16
3.8 SWOT Hawai i Tourism Strategic Plan: 2002-2015, Exhibit2 TSP SWOT Present Strengths Present Weaknesses Future Opportunities Future Threats 17
2002 2003 8,070 2,320 2002 1 6000 6,010 41 3.9 Annual Report 3.10 2008 Annual Visitor Research Report Table 1: Summary of Visitor Statistics: 2008 vs. 2007 ( ) 2008 2007 (%) 6,713,436 7,496,820-10.4 U.S. West 2,769,229 3,244,707-14.7 U.S. East 1,683,114 1,901,502-11.5 1,175,199 1,296,421-9.4 359,580 333,397 7.9 115,172 108,022 6.6 155,480 164,151-5.3 112,548 121,109-7.1 18
18,896 19,943-5.2 324,218 307,568 5.4 U.S West 3,244,707 2,769,229 14.7 U.S. East 1,901,502 1,683,114 11.5 1,296,421 1,175,199 U.S. West U.S. East 10 10.4% 333,397 359,580 7.9 108,022 115,172 6.6 3.11 2008 Annual Visitor Research Report p.4 2008 180 2007 185 U.S. West U.S. East 2007 288 Per Person 222 219 216 U.S. East 183 169 153 U.S. West 146 DFS 19
3.12 2008 7% 9% 9% 75% 2008 Annual Visitor Research Report p.56 2008 75.3 9.4 6.9 6.6 1.8 U.S. East U.S. West 70 U.S. East U.S. West 80 U.S. East U.S. West 70 2008 436,574 11.3 (p.86) 40 7.2 15.3 20
3.13 2008 Visitor Satisfaction & Activity Report Hawai ii Visitors and Convention Bureau HVCB 1950 U.S 2002 2008 2006 2008 70 60 50 40 2006 30 2007 2008 20 10 0 U.S S. West U.S. East 2008 Visitor Satisfaction & Activity Reportp.10 U.S West U.S. East 60 20077 21
2008 U.S. West 2008Visitor Satisfaction & Activity Report Table4.1 73.9 57.1 69.1 20 61.4 60.9 56.5 15 52.4 36.7 80 58.3 23 3.14 2008 2008 Annual Visitor Research Report p.51 2008 41 59 22
25 40 A 41 59 U.S. West 34.6 U.S. East 36.9 35.6 32.7 41 59 60 16 B 25 40 40.3 37.2 40.0 28.7 25 59 18 24 10.3 14 18 24 10 ( M 2007 p.88) A B B 3.15 2007 2008 2007 2008 2007 2008 16.7 15.8 19.7 18.7 8.8 7.4 42.2 41.8 43.2 43.2% 39.5 37.9 41.0 42.3 37.1 38.1 51.7 54.7 2.13 2.14 1.98 2.01 2.55 2.68 : 2008 Annual Visitor Research Report Table 3: Summary of Visitor Characteristics (Percentage of Total): 2008 vs. 2007 23
2007 12.1 2008 11.1 2007 38.4 35.8 10.2 9.3 2007 59.7 2008 62.3 TSP SWOT 3.16 2000 ~2008 Annual Visitor Research Report 66 64 62 60 58 56 54 52 50 48 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 1999 58.9 2000 60 2001 61.1% 2002 62.3 2003 62.5 2002 2004 54.6 2005 55.7 2006 63.9 2007 65.2 2008 64.7 24
2007 9.66 9.85 77.4 22.6 2008 U.S. West 80.4 61.3 57.7 U.S. East 56.1 69.9 7.05 2007 6.91 56.7 20.9 12 11.6 1.8 56.4 31.4 19.4 15.9 11.2 6.2 25
URL (1) M 2007 (2) HP http://hawaii.gov/dbedt/info/visitor-stats/visitor-plant/ (3) Wikipedia (http://ja.wikipedia.org/wiki/%e3%83%8f%e3%83%af%e3%82%a4) (4) State of Hawai i, Hawai i Tourism Strategic Plan: 2002-2015 (http://www.hawaiitourismauthority.org/pdf/tsp2005_2015_final.pdf) (5) State of Hawai i, DBEDT, 2008 Visitor Satisfaction & Activity Report (http://hawaii.gov/dbedt/info/visitor-stats/vsat/2008-vsat-final-web.pdf) (6) State of Hawai i, DBEDT, 2000 Annual Visitor Research Report, 2001 (http://hawaii.gov/dbedt/info/visitor-stats/visitor-research/2000-annual-visitor.pdf) (7) State of Hawai i, DBEDT, 2001 Annual Visitor Research Report, 2002 (http://hawaii.gov/dbedt/info/visitor-stats/visitor-research/2001-annual-visitor.pdf) (8) State of Hawai i, DBEDT, 2002 Annual Visitor Research Report, 2003 (http://hawaii.gov/dbedt/info/visitor-stats/visitor-research/2002-annual-visitor.pdf) (9) State of Hawai i, DBEDT, 2003 Annual Visitor Research Report, 2004 (http://hawaii.gov/dbedt/info/visitor-stats/visitor-research/2003-annual-visitor.pdf) 26
(10) State of Hawai i, DBEDT, 2004 Annual Visitor Research Report, 2005 (http://hawaii.gov/dbedt/info/visitor-stats/visitor-research/2004-annual-visitor.pdf) (11) State of Hawai i, DBEDT, 2005 Annual Visitor Research Report, 2006 (http://hawaii.gov/dbedt/info/visitor-stats/visitor-research/2005-annual-visitor.pdf) (12) State of Hawai i, DBEDT, 2006 Annual Visitor Research Report, 2007 (http://hawaii.gov/dbedt/info/visitor-stats/visitor-research/2006-annual-research-r.pd f) (13) State of Hawai i, DBEDT, 2007 Annual Visitor Research Report, 2008 (http://hawaii.gov/dbedt/info/visitor-stats/visitor-research/2007-annual-research.pdf) (14) State of Hawai i, DBEDT, 2008 Annual Visitor Research Report, 2009 (http://hawaii.gov/dbedt/info/visitor-stats/visitor-research/2008-annual-visitor.pdf) 27