UHERO BRIEFS ARE CIRCULATED TO STIMULATE DISCUSSION AND CRITICAL COMMENT. THE VIEWS EXPRESSED ARE THOSE OF THE INDIVIDUAL AUTHORS. WHILE BRIEFS BENEFIT FROM ACTIVE UHERO DISCUSSION, THEY HAVE NOT UNDERGONE FORMAL ACADEMIC PEER REVIEW.
By Paul Brewbaker, Frank Haas and James Mak
Public pressure has been mounting on the Hawai‘i Tourism Authority (HTA) to shift its focus from mainly marketing to destination management to mitigate tourism’s negative impacts on the community. HTA’s 2020-2025 Strategic Plan states that “This is the first strategic plan developed while HTA is re-balancing our attention from mainly marketing to greater emphasis on destination management.” In the past, HTA responded to community concerns about tourism’s negative impacts only on “an informal basis.”