INTRODUCTION English 6.1 - Hawaii Tourism...
Transcript of INTRODUCTION English 6.1 - Hawaii Tourism...
Aloha kākou (aloha to all), On behalf of the people of Hawai‘i, we want to thank you for your support in promoting our island destination. Hawai‘i is a special place, with a blend of cultures, activities, and experiences unique in the world. These Islands have drawn the attention of travel marketers and journalists throughout the years—dating back to authors Mark Twain and Robert Louis Stevenson. Along the way, some of those who have featured Hawai‘i have not always been intimately familiar with the Islands. As a result, our destination has often been misrepresented or inaccurately portrayed.
In response to these issues, we have developed the Ma‘ema‘e Tool Kit, which will provide you with the essential information you need to authentically promote the Hawaiian Islands. From geographical, historical, and cultural information, to descriptions of the many experiences we have to offer, this is your guide for basic knowledge about Hawai‘i. Also included is a useful language tool that, when implemented, will help to ensure that the Hawaiian language is applied correctly in your promotions.
This USB drive features: • Hawaiian Culture Initiative document • Hawaiian Language Tools • Hawai‘i Image Usage Guidelines • Hawaiian Cultural Experiences (including other festivals, events, and activities) • Style & Resource Guide (updated from 2007 version) • Hawai‘i vs. World History Timeline • Island Maps & Information
We need your help to promote Hawai‘i’s people, place, and culture in an authentic and meaningful way. The Hawai‘i Tourism Authority (HTA) supports efforts that help to preserve the Hawaiian culture and its heritage, and we encourage our partners like you to join in this commitment.
If you need further information or assistance, please access the Ma‘ema‘e page online at www.hawaiitourismauthority.org/maemae or contact HTA directly by phone at 1 (808) 973-‐2255.
Mahalo nui (thank you very much)!
*Ma‘ema‘e is a living and breathing program, which will continue to grow and evolve. Information is created for specific purposes and audiences. The HTA continues to work with its partners in the community and industry to provide the most accurate and relevant information for this program.
Table of Contents
HAWAIIAN CULTURE INITIATIVE ..........................................................................................................................3
HAWAIIAN LANGUAGE TOOLS .............................................................................................................................4
HAWAI‘I IMAGE USAGE GUIDELINES....................................................................................................................4
HAWAIIAN CULTURAL EXPERIENCES....................................................................................................................5
STYLE & RESOURCE GUIDE ...................................................................................................................................6
HISTORICAL TIMELINE ..........................................................................................................................................6
ISLAND MAPS & INFORMATION...........................................................................................................................6
MA‘EMA‘E: THE NAME & STANDARD EXEMPLAR ................................................................................................7
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(Please scroll down for a description of each tool kit item.)
HAWAIIAN CULTURE INITIATIVE
Hawaiian man pounding poi
This document is a summary of the issues and concerns surrounding the Hawaiian culture as it relates to tourism. It also outlines the initiatives and goals that lay the framework for reaching a resolution. The State of Hawai‘i’s Tourism Strategic Plan (TSP) includes a Hawaiian Culture Initiative that aims to honor and perpetuate the Hawaiian culture and community. The host culture is what continues to draw visitors to Hawai‘i from around the world, and is the reason Hawai‘i has been such a successful visitor destination over the years. As a stakeholder in this initiative, the Hawai‘i Tourism Authority (HTA) supports efforts that help to preserve the Hawaiian culture and its heritage. Recent analysis of existing marketing material has revealed several issues regarding the inaccurate and sometimes offensive nature of promotions used to market Hawai‘i as a destination. Specific examples include the use of incorrect information, spelling errors, and inappropriate images in various marketing brochures. This matter has, and continues to be, one of the leading concerns of the Hawaiian community with regards to the Visitor Industry. The Ma‘ema‘e Program is a concerted effort to address the challenges facing the Industry, as it relates to the way Hawai‘i is marketed as a global visitor destination.
HAWAIIAN LANGUAGE TOOLS
Hawaiian Language Medium School
Language is not only a major vehicle for communicating thoughts and feelings, but also a fundamental expression of culture and identity. When representing any culture in copy, it is important to respect the language by adhering to appropriate rules of spelling, diacritics, and grammar. The Hawaiian language, in particular, is perhaps the most defining aspect of its culture. Considering this, it is especially important to represent Hawai‘i and its culture both accurately and sensitively in any type of marketing material. Utilizing Microsoft Word’s AutoCorrect tool, we have developed instructions for adding a list of common Hawaiian words, place names, and other proper nouns to your bank of current AutoCorrect entries. Upon completion of this process, commonly misspelled words, including those missing appropriate diacritical markings, will automatically be corrected as you type. For example, “Hawaii” will become “Hawai‘i.” This tool works to remedy the issue of incorrect spelling and formatting, and thus helps to ensure that the Hawaiian language is accurately represented in promotions around the world.
IMAGE USAGE GUIDELINES Over the years, imagery used to represent Hawai‘i has become less and less “Hawai‘i” in nature. Historically, this occurs when someone applies preconceived notions, stereotypes, and myths about another culture that are developed through their own dominant cultural experience, without understanding the importance of the host culture’s own values, practices, symbols, and rituals.
‘I‘iwi, Hawai‘i Island
In an attempt to break away from these misrepresentations, we have developed this resource to educate travel industry members about the issues regarding image usage in marketing material. This image resource will help you to distinguish between appropriate and authentic images of Hawai‘i versus inappropriate or stereotypical images. Use this guide when reviewing your material to ensure the accuracy and appropriateness of your chosen photos.
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Highlights:
Royal Palaces of Hawai‘i - Here we highlight our three Royal Palaces of Hawai‘i (in fact, they are the only royal
palaces in all of the United States). This brochure provides a snapshot in time, as we look back on the history of the palaces with key imagery and significant historical commentary. For convenience, useful visitor information is also included.
Native Hawaiian Festivals - In Hawai’i, we are proud to host five major Hawaiian cultural festivals that celebrate
the history and culture of our Islands; namely, Prince Kūhiō Celebration, Merrie Monarch Festival, King Kamehameha Celebration, Prince Lot Hula Festival, and Aloha Festivals. Each one is distinct while offering attending guests a truly memorable and unique experience. Enclosed you will find general information on each festival including the month and island on which it occurs, as well as some background information about the cultural and historical significance of the five different events.
Heritage Sites of Hawai‘i - Located throughout the Islands are the Heritage Sites of Hawai‘i, which highlight
special places that are often visited for their cultural, natural, scenic, and historical significance. Whether it’s a unique natural wonder; a National Historical Site, Park or Monument; or a location of special significance in Hawaiian customs, beliefs and practices; these sites are a “must see” when you visit Hawai‘i.
So Much More Hawai‘i - No matter how often you visit Hawai‘i, there is always something new and exciting to
discover. As we say, “there is so much more to Hawai‘i than you can possibly imagine.” Here we highlight additional things that visitors can see and do while in our beloved islands.
Statewide Itinerary Maps - This resource will help you identify the various activities and places-‐of-‐interest visitors
can include in their travel itineraries while enjoying each of our six major Islands.
Signature Events - Grouped by month, this listing describes some of the festivals and events offered year
round, including the cultural and sporting events held on each island.
HAWAIIAN CULTURAL EXPERIENCES This section serves to promote cultural activities that go beyond the typical visitor experience. However, please note that not all the activities and attractions described within are necessarily “cultural.” Rather, certain cultural and historical experiences are highlighted while the remaining activities are mentioned to showcase the variety of special events and “off-‐the-‐beaten-‐path” attractions we have to offer in these Islands.
Hulihe‘e Palace, Hawai‘i Island
STYLE & RESOURCE GUIDE This section focuses on HTA’s “Style & Resource Guide,” developed as a handy reference to clarify facts about the Islands that have sometimes been miscommunicated. The guide covers various categories including language elements, proper places names, cultural sensitivities, and resources, among others. When putting together marketing material or creating media pieces, be sure to utilize this guide to check for appropriate information. In addition to the Style & Resource Guide, this section also includes a short Contact and Resources List for quick reference. For questions regarding who to contact and where to look for specific information, please refer to this list.
HISTORICAL TIMELINE This general timeline, detailing key points in Hawai‘i’s history, highlights the change and transitions our destination has endured over the years. An accompanying timeline of world history will allow you to make sense of what was occurring globally at each point in time. These events demonstrate Hawai‘i’s evolution, including the era in which it was recognized as an independent island kingdom.
ISLAND MAPS & INFORMATION This section provides specific information about each of our six major islands—Hawai‘i Island, Maui, Lāna‘i, Moloka‘i, O‘ahu, and Kaua‘i. For each island, we have included detailed maps, statistics, and sites of particular cultural and historical significance. Understanding the personality of each island will ideally assist you in your promotions and marketing of Hawai‘i as a collective destination.
‘Iolani Palace in full bunting, O‘ahu
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Below are a few points to remember about this tool kit:
THE NAME: Ma‘ema‘e The name of this particular tool kit is “ma‘ema‘e,” a term that translates to cleanliness and purity in the Hawaiian language. The word’s meaning is of particular significance to this project as it represents the idea that promotions relating to Hawai‘i should be “clean, attractive, and pure.” That is, they should be free from mistakes. Through our collective efforts, we can work to ensure that Hawai‘i is promoted in a way that is “ma‘ema‘e.” THE MODEL, STANDARD EXEMPLAR: Mahimahi In creating the Ma‘ema‘e Program we have chosen a model or standard exemplar that represents its values: the Hawaiian fish known as the mahimahi. This particular fish is world renowned and synonymous with our exotic destination. The mahimahi is widely recognized as Hawaiian and is also highly regarded in gourmet cuisine. Its significance from a Hawaiian cultural perspective, however, is often overlooked. The mahimahi can serve as an example of the many aspects of Hawai‘i whose cultural meaning and importance remains hidden and little known in today’s homogenized world. Every language and culture carries with it cultural connotations and meanings that go beyond a simple word or text. Within the Hawaiian culture, the word mahimahi has several distinctive meanings, connotations, and associations. The root word mahi is identified with strength. We find it in moa mahi, a reference to a strong warrior, and in mahiole, a warrior’s feathered helmet that signifies his noble rank. Furthermore, mahi‘ai, or cultivating the land, is considered essential to the prosperity of the people. Above all, the mahimahi is known for its beauty, especially its strong and clean cutting movement through the water to which rapid sailing canoes and ships are compared. Accordingly, the mahimahi is a strong model and standard exemplar for the Ma‘ema‘e Program that it represents.
Strength: Our ability to deliver a product based in solid, useful information. Prosperity: Our ability to secure the visitor industry base of the economy. Beauty: Our ability to provide a new lens in which to appreciate our island home.
U‘i a mio ka holo a ka mahimahi.
The mahimahi slices beautifully through the ocean.