Research

Visitor Satisfaction and Resident Sentiment Surveys

Hawaii Tourism Authority

The Challenge

The Hawaii Tourism Authority is responsible for tracking visitor satisfaction levels as well as resident sentiment about the visitor industry. Anthology’s Research Group was selected for ongoing research with Hawaii visitors from each of the state’s major market areas, including the U.S. mainland, Japan, China, Korea, Oceania, Europe and Canada. Since no two countries are alike, data is collected using the method preferred in each major market area, including intercept surveys, and online/email and direct mail methods. Anthology combines all data from different sources into a single data set for analysis and reporting.

Anthology has also conducted the annual Resident Sentiment Survey to measure and track attitudes toward the visitor industry among Hawaii residents. This data is used to inform the Hawaii Tourism Authority’s strategic plan.