The travel industry in Hawaii has been experiencing a trend towards more authentic tourism, which reintegrates Hawaiian culture into the visitors' experience. This study investigated the reintegration of Hawaiian culture into the tourism experience on the Hawaiian Islands by reviewing existing literature, and by analyzing primary data collected through visitor surveys. The purpose of the study was to determine whether there is a visitors' demand for a more authentic tourism experience in Hawaii through the reintegration of Hawaiian culture, and if so, which efforts should be made or continue to be made to achieve this authenticity. Important aspects that were taken into consideration in this research effort are the changes Hawaiian culture has experienced with the arrival of outsiders, and the authenticity of the Hawaiian tourism experience today. Further aspects that were examined include the visitors' image of Hawaii, their expectations, their experiences and satisfaction during their stay, their interest in and understanding of Hawaiian culture, as well as the type of Hawaiian cultural experiences they are interested in. According to the findings of this study, English speaking visitors are interested in Hawaiian culture and feel that Hawaiian culture is not represented enough in the tourism experience today. The conclusion is, therefore, that efforts to integrate Hawaiian culture into the tourism experience need to be increased beyond what is currently being done. Ideas for reintegrating Hawaiian culture are discussed and possible solutions are provided.
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Agrusa et al. (2010) studied this question.