Case Study: "Rebranding Paradise: How the Hawaii Tourism Authority Adapted to Post-Pandemic Challenges" Background The Hawaii Tourism Authority (HTA) is a DMO responsible for marketing Hawaii as a premier global destination. Before the pandemic, Hawaii welcomed over 10 million visitors annually, but COVID-19 caused a 98% drop in tourism in 2020. As travel resumed, the HTA faced new challenges: * Overtourism concerns from residents* Sustainability pressures * Changing traveler expectations The Challenge In 2023, the HTA had to decide: 1. Should they return to mass tourism marketing to boost short-term revenue?2. Or should they rebrand Hawaii as a sustainable, regenerative destination, potentially attracting fewer but higher-value tourists? Key Considerations: * Resident Sentiment: 67% of locals believed tourism was harming Hawaii (2022 survey).* Economic Impact: Tourism accounted for 21% of Hawaii’s GDP pre-pandemic.* Competitors: Other DMOs (e.g., Tourism Fiji, Tahiti) were also shifting to sustainability. Question : Suggest THREE Keyperformance indicators (KPIs) that the HTA can use to measure tourism success outside (aside from) of visitor arrival numbers.
Case Study: "Rebranding Paradise: How the Hawaii Tourism Authority Adapted to Post-Pandemic Challenges"
Background
The Hawaii Tourism Authority (HTA) is a DMO responsible for marketing Hawaii as a premier global destination. Before the pandemic, Hawaii welcomed over 10 million visitors annually, but COVID-19 caused a 98% drop in tourism in 2020. As travel resumed, the HTA faced new challenges:
* Overtourism concerns from residents
* Sustainability pressures
* Changing traveler expectations
The Challenge
In 2023, the HTA had to decide:
1. Should they return to mass tourism marketing to boost short-term revenue?
2. Or should they rebrand Hawaii as a sustainable, regenerative destination, potentially attracting fewer but higher-value tourists?
Key Considerations:
* Resident Sentiment: 67% of locals believed tourism was harming Hawaii (2022 survey).
* Economic Impact: Tourism accounted for 21% of Hawaii’s
* Competitors: Other DMOs (e.g., Tourism Fiji, Tahiti) were also shifting to sustainability.
Question : Suggest THREE Keyperformance indicators (KPIs) that the HTA can use to measure tourism success outside (aside from) of visitor arrival numbers.
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