- Email: [email protected]
Group tours in Hawaii
146
RESEARCH
NOTES AND REPORTS
Group Tours in Hawaii Jerome Agrusa Texas A&M University, USA The state of Hawaii (USA) is a popular tourist destination, with 93% of the 6.6 million visitors in 1989 classified as tourists by the Hawaii Visitors Bureau (1991). For marketers and operators of group tours, congenial participants with similar expectations are essential to popularity and profitability. In the summer of 1990 a study was conducted on Oahu Island, Hawaii, at a number of popular tourist destinations, including Waikiki Beach, Kailua Beach, Hanauma Bay, Diamondhead, University of Hawaii, the Polynesian Cultural Center, and Pearl Harbor. The objectives were to determine some characteristics and expectations of group tour participants and their satisfaction with their tour. Results of this study provide feedback for group tour marketers and operators, allowing them to improve the quality of their tours. Some 2,600 group tour respondents were chosen randomly among three groups designated by primary language: Japanese, Chinese, (non-American) English. The majority of respondents spoke Japanese (57% from Japan); Chinese-speaking tourists accounted for 17 % (from China and Taiwan); English-speaking tourists made up 26% (from Australia, Canada, and New Zealand). The survey consisted of two parts-demographics/tour features and expectations. Each respondent participated in the survey by completing a questionnaire. The dominant presence of Japanese in group tours probably is a reflection of their societal customs and mores, because they gain experience in group participation early in life. Annual school excursions are an important part of Japanese students’ education; employers and professional groups sponsor many group tours, so “as a result of these frequent group excursions, the Japanese become well-accustomed to group travel” (Nishiyama 1989). Another factor that may account for the high percentage of Japanese in tour groups is the popularity of “honeymoon packages.” This also may account for the high percentage of Japanese tour participants under 25, since it is customary for Japanese to marry in their early 20s (Nishiyama 1989:17). Women predominated in all tour groups surveyed. A comparison of tour group participants to the 1986 general population data from Europa World Yearbook (1992) shows this predominance is about 10% greater for Japanesespeaking and about 2% greater for English-speaking participants. Although only about 48 % of the Chinese population is female, 53 % of the tour group participants were women. The relatively high percentage of Chinese women is particularly interesting, because 70 % of the participants reported that their tour originated in Taiwan. Comparison of family income for each country was not possible, but family income for the composite profile of tour group participants was considerably greater than the per capita share of gross national product for each of their respective countries in 1988-1989 (Europa 1992). Their differences in occupation and education may make for the diversity that creates congeniality in a group of otherwise similar people, especially when income levels indicate a comfortable standard of living (Pearce 1990). S imilarities included a number of factors about the tours. All participants surveyed came to Hawaii as their first stop or primary destination, all stayed about a week, lodging in a hotel, and most specified sightseeing and relaxation as their primary travel purpose. Price of the tour package was the most important factor in survey respondents’ choice of a group tour. Among the Japanese safety also was an impor-
RESEARCH
NOTES AND REPORTS
147
tant factor. Many Japanese participants indicated a religious reason for their visit; golf was a very popular activity, with shopping a close second-choice activity. Of the English-speaking participants, 51% indicated touring other islands was a favorite activity. Chinese-speaking participants seemed equally divided in their preference for the various activities listed on the survey instrument. By far the most important amenities specified by all tour group participants surveyed were side tours and entertainment. The English-speaking group chose “well-scheduled entertainment” (60%) as a first-choice amenity; 24% of the Chinese indicated a professional tour guide as their first-choice amenity. Surprisingly, these tourists did not seem to choose scheduled activities or meals at scheduled times as important factors in choice of a tour or satisfaction with a tour package. Only 14% of the participants indicated a problem with their tour. The Chinese and the Japanese noted a problem with the language barrier. Some group tour participants in all three groups indicated “too many Japanese” as a problem. This may indicate that Japanese, because most take group tours, are more visible than other tourists (Pearce 1990). The Hawaii Visitors Bureau (1990) reports that only 2 1% of all international visitors were from Japan in 1990. No one had any complaint about their own tour package, which indicates that tour operators are doing an excellent job. But the operators, based on this survey, can still enhance satisfaction of group tour participants by offering entertainment and other activities that provide a mix of groups and nationalities. Another recommended consideration is to provide as little regimentation as possible, with great flexibility in side tours and shopping expeditions. 0 q Jerome Agrusa: Department TX 77843, USA
of Recreation
and Parks,
Texas A&M
University,
CoUege Station
REFERENCES Europa World Yearbook 1992. 1992 Europa World Yearbook. London: Europa Publications. Hawaii Visitors Bureau 1991 State of Hawaii Data Book: A Statistical Abstract. Honolulu HI: Hawaii Visitors Bureau. Nishiyama, Kazuo 1989 Strategies of Marketing to Japanese Visitors. Needham MA: Ginn Press. Pearce, Douglas 1990 Tourism Today: A Geographical Analysis. New York: Wiley and Sons. Submitted 8 June 1992 Resubmitted 4 December 1992 Accepted 17 December 1992
Perception
of Tourists
by Service Personnel
Hater Harlak Adnan Menderes University, Turkiye Tourism is a social phenomenon in which interpersonal relationships play an important role. Different kinds of relationships between tourists and local
RESEARCH
NOTES AND REPORTS
Group Tours in Hawaii Jerome Agrusa Texas A&M University, USA The state of Hawaii (USA) is a popular tourist destination, with 93% of the 6.6 million visitors in 1989 classified as tourists by the Hawaii Visitors Bureau (1991). For marketers and operators of group tours, congenial participants with similar expectations are essential to popularity and profitability. In the summer of 1990 a study was conducted on Oahu Island, Hawaii, at a number of popular tourist destinations, including Waikiki Beach, Kailua Beach, Hanauma Bay, Diamondhead, University of Hawaii, the Polynesian Cultural Center, and Pearl Harbor. The objectives were to determine some characteristics and expectations of group tour participants and their satisfaction with their tour. Results of this study provide feedback for group tour marketers and operators, allowing them to improve the quality of their tours. Some 2,600 group tour respondents were chosen randomly among three groups designated by primary language: Japanese, Chinese, (non-American) English. The majority of respondents spoke Japanese (57% from Japan); Chinese-speaking tourists accounted for 17 % (from China and Taiwan); English-speaking tourists made up 26% (from Australia, Canada, and New Zealand). The survey consisted of two parts-demographics/tour features and expectations. Each respondent participated in the survey by completing a questionnaire. The dominant presence of Japanese in group tours probably is a reflection of their societal customs and mores, because they gain experience in group participation early in life. Annual school excursions are an important part of Japanese students’ education; employers and professional groups sponsor many group tours, so “as a result of these frequent group excursions, the Japanese become well-accustomed to group travel” (Nishiyama 1989). Another factor that may account for the high percentage of Japanese in tour groups is the popularity of “honeymoon packages.” This also may account for the high percentage of Japanese tour participants under 25, since it is customary for Japanese to marry in their early 20s (Nishiyama 1989:17). Women predominated in all tour groups surveyed. A comparison of tour group participants to the 1986 general population data from Europa World Yearbook (1992) shows this predominance is about 10% greater for Japanesespeaking and about 2% greater for English-speaking participants. Although only about 48 % of the Chinese population is female, 53 % of the tour group participants were women. The relatively high percentage of Chinese women is particularly interesting, because 70 % of the participants reported that their tour originated in Taiwan. Comparison of family income for each country was not possible, but family income for the composite profile of tour group participants was considerably greater than the per capita share of gross national product for each of their respective countries in 1988-1989 (Europa 1992). Their differences in occupation and education may make for the diversity that creates congeniality in a group of otherwise similar people, especially when income levels indicate a comfortable standard of living (Pearce 1990). S imilarities included a number of factors about the tours. All participants surveyed came to Hawaii as their first stop or primary destination, all stayed about a week, lodging in a hotel, and most specified sightseeing and relaxation as their primary travel purpose. Price of the tour package was the most important factor in survey respondents’ choice of a group tour. Among the Japanese safety also was an impor-
RESEARCH
NOTES AND REPORTS
147
tant factor. Many Japanese participants indicated a religious reason for their visit; golf was a very popular activity, with shopping a close second-choice activity. Of the English-speaking participants, 51% indicated touring other islands was a favorite activity. Chinese-speaking participants seemed equally divided in their preference for the various activities listed on the survey instrument. By far the most important amenities specified by all tour group participants surveyed were side tours and entertainment. The English-speaking group chose “well-scheduled entertainment” (60%) as a first-choice amenity; 24% of the Chinese indicated a professional tour guide as their first-choice amenity. Surprisingly, these tourists did not seem to choose scheduled activities or meals at scheduled times as important factors in choice of a tour or satisfaction with a tour package. Only 14% of the participants indicated a problem with their tour. The Chinese and the Japanese noted a problem with the language barrier. Some group tour participants in all three groups indicated “too many Japanese” as a problem. This may indicate that Japanese, because most take group tours, are more visible than other tourists (Pearce 1990). The Hawaii Visitors Bureau (1990) reports that only 2 1% of all international visitors were from Japan in 1990. No one had any complaint about their own tour package, which indicates that tour operators are doing an excellent job. But the operators, based on this survey, can still enhance satisfaction of group tour participants by offering entertainment and other activities that provide a mix of groups and nationalities. Another recommended consideration is to provide as little regimentation as possible, with great flexibility in side tours and shopping expeditions. 0 q Jerome Agrusa: Department TX 77843, USA
of Recreation
and Parks,
Texas A&M
University,
CoUege Station
REFERENCES Europa World Yearbook 1992. 1992 Europa World Yearbook. London: Europa Publications. Hawaii Visitors Bureau 1991 State of Hawaii Data Book: A Statistical Abstract. Honolulu HI: Hawaii Visitors Bureau. Nishiyama, Kazuo 1989 Strategies of Marketing to Japanese Visitors. Needham MA: Ginn Press. Pearce, Douglas 1990 Tourism Today: A Geographical Analysis. New York: Wiley and Sons. Submitted 8 June 1992 Resubmitted 4 December 1992 Accepted 17 December 1992
Perception
of Tourists
by Service Personnel
Hater Harlak Adnan Menderes University, Turkiye Tourism is a social phenomenon in which interpersonal relationships play an important role. Different kinds of relationships between tourists and local