Japanese tourism satisfaction: Gold Coast versus Hawaii

The Gold Coast region is one of the major tourism destinations for Japanese tourists to Australia. Hawaii in the United States is the major competitive destination to the Gold Coast for attracting Japanese tourists. The objective of this study was to identify the factors of Japanese tourists' satisfaction with destination attributes in Hawaii and the Gold Coast, and to determine whether these factors vary. A survey of 300 Japanese tourists departing Hawaii was compared with a survey of 300 Japanese tourists departing the Gold Coast. Both surveys were collected in mid 1998. Twenty-seven elements of satisfaction with destination choice were factor analysed and compared between the Gold Coast and Hawaii. Conclusions from these analyses are discussed and suggestions made regarding the need to make a comparison of satisfaction based on multiple destination factors rather than on individual factors.