HTA Social Intelligence Report - Home - Hawaii Tourism Web viewPurpose This report explores the opportunity social media presents to corporations and other entities to discover and

HTA Social Intelligence ReportHawai‘i on the Asia Web

February 2012

February 2012 - Social Media Report

Table of ContentsIntroduction..........................................................................................................................5

Methodology........................................................................................................................6Purpose........................................................................................................................................................................................ 6Data Sources & Reporting Tools.......................................................................................................................................6Comments & Recommendations.......................................................................................................................................6Assessment Method................................................................................................................................................................6Resources / Limitations.......................................................................................................................................................6

China Mainland – Destinations..............................................................................................9Sentiment.................................................................................................................................................................................... 9

Sentiment Timeline............................................................................................................................................................... 9Positive Sentiment Examples..........................................................................................................................................12Negative Sentiment Examples.........................................................................................................................................18Volume of Buzz...................................................................................................................................................................... 20

Daily Volume of Buzz......................................................................................................................................................... 20Comparative Buzz............................................................................................................................................................... 21Geo Segmentation............................................................................................................................................................... 21Top Countries........................................................................................................................................................................ 21

Share of Voice and Site Analysis.....................................................................................................................................22Share of Voice........................................................................................................................................................................ 22Site Analysis........................................................................................................................................................................... 22Authors..................................................................................................................................................................................... 22

China Mainland – Behavior Segment...................................................................................24Sentiment................................................................................................................................................................................. 24Comparative Buzz.................................................................................................................................................................24Share of Voice......................................................................................................................................................................... 24Site Analysis............................................................................................................................................................................ 25

Mainland China – Agents & Suppliers..................................................................................26Sentiment................................................................................................................................................................................. 26Comparative Buzz.................................................................................................................................................................26Share of Voice......................................................................................................................................................................... 26

China Mainland - Observations............................................................................................27

Taiwan – Destinations.........................................................................................................30Sentiment................................................................................................................................................................................. 30

Sentiment Timeline............................................................................................................................................................. 30Comparative Sentiment.................................................................................................................................................... 31Hawaii Brand and Image Sentiment........................................................................................................................... 32

Positive Sentiment Examples..........................................................................................................................................33Negative Sentiment Examples.........................................................................................................................................38Volume of Buzz...................................................................................................................................................................... 39

Daily Volume of Buzz......................................................................................................................................................... 39Comparative Buzz............................................................................................................................................................... 39

2


Geo Segmentation............................................................................................................................................................... 40Top Countries........................................................................................................................................................................ 40


Taiwan – Behavior Segment................................................................................................42Sentiment................................................................................................................................................................................. 42Comparative Buzz.................................................................................................................................................................42Share of Voice......................................................................................................................................................................... 42Site Analysis............................................................................................................................................................................ 43

Taiwan – Agents & Suppliers...............................................................................................44Sentiment................................................................................................................................................................................. 44Comparative Buzz.................................................................................................................................................................44Share of Voice......................................................................................................................................................................... 44

Taiwan - Observations.........................................................................................................45

Korea – Destinations...........................................................................................................48Sentiment................................................................................................................................................................................. 48

Sentiment Timeline............................................................................................................................................................. 48Hawaii Brand and Image Sentiment........................................................................................................................... 50

Positive Sentiment Examples..........................................................................................................................................51Negative Sentiment Examples.........................................................................................................................................54Volume of Buzz...................................................................................................................................................................... 55



Korea – Behaviour Segment................................................................................................58Sentiment................................................................................................................................................................................. 58Comparative Buzz.................................................................................................................................................................58Share of Voice......................................................................................................................................................................... 58Site Analysis............................................................................................................................................................................ 59

Korea – Agents & Suppliers.................................................................................................60Sentiment................................................................................................................................................................................. 60Comparative Buzz.................................................................................................................................................................60Share of Voice......................................................................................................................................................................... 60

Korea – Observations..........................................................................................................61

Japan – Destinations...........................................................................................................64Sentiment................................................................................................................................................................................. 64

Sentiment Timeline............................................................................................................................................................. 64Comparative sentiment..................................................................................................................................................... 65

3


Hawaii Brand and Image Sentiment........................................................................................................................... 66Positive Sentiment Examples..........................................................................................................................................67Negative Sentiment Examples.........................................................................................................................................70Volume of Buzz...................................................................................................................................................................... 73



Japan – Behaviour Segment.................................................................................................76Sentiment................................................................................................................................................................................. 76Comparative Buzz.................................................................................................................................................................76Share of Voice......................................................................................................................................................................... 76Site Analysis............................................................................................................................................................................ 77

Japan – Agents & Suppliers..................................................................................................78Sentiment................................................................................................................................................................................. 78Comparative Buzz.................................................................................................................................................................78Share of Voice......................................................................................................................................................................... 78

Japan - Observations...........................................................................................................79

4


Introduction

This February 2012 report builds on the research and report

presented in December and January, providing analysis of HTA’s

target profiles and keyword groups on the internet in the four

markets of Mainland China, Taiwan, Japan and Korea. The

sentiment tracking, behavior segmentation and monitoring of

agents and suppliers has continued in reference to the

benchmarks gathered in July. We invite feedback from HTA on

which charts are useful, what other data might add further value,

and which observations and analysis are proving to be helpful.

5


MethodologyPurposeThis report explores the opportunity social media presents to corporations and other entities to discover and analyse social content and to gain deeper insights about brand, products, customers, and the markets in which they operate. This commissioned report is not a complete Enterprise Social Media Assessment, but rather serves to illustrate the level of customer presence and brand engagement that currently exists in social networks for the brand evaluated.

Data Sources & Reporting ToolsAll data and information used within this report was aggregated from online content. The report is built from publicly available data derived from SinoTech Group's SIP:Enterprise ("SIP") social media analytics platform. Elements of the data include: keyword mentions and site segmentation, sentiment analysis, buzz volume, authority analysis, and several other social media analytics criteria.

Comments & RecommendationsThis report uses information mined from a robust representative sample of online content. Our analysis may make certain assumptions and inferences drawn from our review of data gathered using SIP and desktop research.Assessment MethodLeveraging the data from SIP, our report creation uses a 5-step methodology that encompasses assessing various data elements such as a brand’s social media presence, consumer sentiment, competitor representation, and partner ecosystem. In addition to the data being derived from machine based social media analysis, human researchers may discuss the findings and implications as needed to fulfill the requirements for this report.

6


Resources / LimitationsConducting a comprehensive assessment of a brand’s social media presence takes a team of experienced consultants approximately 4 weeks to complete using a combination of machine based social media technology and research/data review. The present study does not represent a full-scale assessment across all online media within the entire Internet, but rather uses a representative sample of online media to serve as an example illustrating various trends and patterns relating to the commissioned area of interest. The SIP technology uses keywords as proxies for finding content relating to target areas of interest, and proprietary algorithms to determine elements such as sentiment and authorship. As with any technology using machine based text analysis, some content may be incorrectly scored or filtered, or scored with a sentiment rating that varies with an individual reader’s subjective viewpoint. In such cases the SIP platform allows the end-user to manually adjust sentiment scoring as may be needed.Understanding the point of view and opinion of a representative sample of netizens is akin to taking a large survey or poll; while one always discounts against the well understood margins for error in taking such measurements, key patterns, trends and information surfaces that can be useful and predictive.

7


China Mainland

8


9


China Mainland – DestinationsSentiment

Sentiment TimelineFebruary

JanuarySentiments about Hawaii made on the Chinese social media are positive and stable throughout the month.

10


Positive Ratio

Negative Ratio

11


Hawaii Brand and Image Sentiment

Despite its high positive sentiment ratio (87.5%), Hawaii has the seventh highest positive sentiment ratio. It is higher than Japan, Guam and China and lower than Hong Kong, Saipan, Australia, Korea, Saipan and Europe.

In February, Japan’s Negative sentiment ratio is the highest, followed by China as a close second and Guam third. Hawaii’s negative sentiments account for almost 8.7% of the Chinese mentions this month.Sentiment for Hawaii alone is mainly positive with a few “very positive”. The amount of negative sentiment remains stable.

12


Positive Sentiment Examples10/2

This is the Haleakala National Park in Hawaii. The cloud is surrounding the ancient Lava stone and it’s such unique scenery. I’m so happy to have come across this beautiful place.

http://weibo.com/verynewtravel?key_word=%E5%9B%BD%E5%AE%B6%E5%85%AC%E5%9B%AD%20%E5%A4%8F%E5%A8%81%E5%A4%B7&is_search=1

20/2

13





A: The climate makes Hawaii so colorful.B: The colors in Hawaii are gorgeous.http://bbs.liba.com/t_33_6970418_76.htm#445130907

16/2

The sky ladder in Oahu, Hawaii is beautiful and fantastic.

14

http://bbs.liba.com/t_33_6970418_76.htm#445130907


http://zhan.renren.com/mafengwo?gid=3602888497999796926&from=sina

10/2

Pali in Oahu Island is famous for it’s strong wind. When your ears hear the wind passing by, with the breath-taking beautiful scenery in your eyes, you will understand why it’s the best place to see Oahu.

http://t.qq.com/search/index.php?k=%E5%A4%8F%E5%A8%81%E5%A4%B7&label=8&uname=luyou580&pos=216

15







10/2

You can see well-designed parks everywhere in Hawaii. Lawns, trees and flowers, making people feel comfortable here. People sit on the lawn, chatting with each other and living a happy life there.

http://t.qq.com/search/index.php?k=%E5%A4%8F%E5%A8%81%E5%A4%B740&label=8&uname=zhouxiaoxi0627&pos=216

16





20/2

Hawaii is a beautiful place. It’s great for a beach holiday.

http://weibo.com/u/2612262210?key_word=%E5%A4%8F%E5%A8%81%E5%A4%B7&is_search=1

5/2

I can’t even find a word to describe the beauty of Hawaii. I want to travel to Hawaii every year.

17




http://weibo.com/u/1780047685?key_word=%E5%A4%8F%E5%A8%81%E5%A4%B7%20%E5%BD%A2%E5%AE%B9&is_search=1

18





Negative Sentiment Examples

20/2

Hawaii, Hawaii! It gets me very excited, but it’s too expensive.

http://weibo.com/yinglin0331?key_word=%E5%A4%8F%E5%A8%81%E5%A4%B7&is_search=1

20/2

After doing some research, I found the visa to go to America is so complicated to get. I’m giving up travelling to Hawaii without a doubt.http://weibo.com/annailoveyou?key_word=%E5%A4%8F%E5%A8%81%E5%A4%B7&is_search=1

19

http://weibo.com/annailoveyou?key_word=%E5%A4%8F%E5%A8%81%E5%A4%B7&is_search=1

http://weibo.com/annailoveyou?key_word=%E5%A4%8F%E5%A8%81%E5%A4%B7&is_search=1




16/2

Hawaii is very expensive. Only wealthy people can go there. It’s not affordable.http://weibo.com/makicici?key_word=%E5%A4%8F%E5%A8%81%E5%A4%B7%20%E6%B6%88%E8%B4%B9&is_search=1

20

http://weibo.com/makicici?key_word=%E5%A4%8F%E5%A8%81%E5%A4%B7%20%E6%B6%88%E8%B4%B9&is_search=1




Volume of BuzzDaily Volume of Buzz

Reasons for Peaks:10th February mentions increase: Very expensive property on sale in Hawaii, for $150 milliion.http://luxury.ce.cn/html/2012/hzbs_0210/42252.html,http://www.china-designer.com/news2/Get/hangyejd/120108813.htm

15th February: Policy was passed making it easier for Chinese to get visas for USA, tour agencies were interviewed and the news reports started to circulate on the potential results of this, possibly 30% increase in Chinese travelers to Hawaii next year:http://news.hexun.com/2012-02-15/138261463.htmlhttp://edu.ifeng.com/gundong/detail_2012_02/15/12514682_0.shtmlhttp://www.people.com.cn/h/2012/0215/c25408-3007261249.html

21


Comparative Buzz

This month, Hawaii has the highest amount of mentions, followed by Hong Kong as a close second and Korea third. Thailand and Japan have the lowest amount of data.

Geo Segmentation

Top Countries

We can see that China has the most mentions with the US as a distant second.

22


Share of Voice and Site AnalysisShare of Voice

Most mentions are coming from portal sites and forums as a close second. Blogs and video/photo sharing also have a fair amount of mentions.

Site Analysis

The site that contains the most comments concerning Hawaii is news.foryoo.cn followed by chinasspp.com.

Authors

社区网友 was the blogger with the most comments about Hawaii, mostly writing on BTV blog page. Although most comments were neutral some talked about the governor of Hawaii giving chocolates to Chinese President hopeful Xi Jin Ping: http://t.btv.com.cn/_M83225423?sid=0.

23


24


China Mainland – Behavior SegmentSentiment

The behavior sentiment is positive and stable during the whole month. The multiple dips occurring during the month for cuisine seekers and romance seekers are representative of a low amount of data for those days.Comparative Buzz

Golf has got the most attention this month, although all behavior segments are almost equal in number.Share of Voice

Most comments mentioning behavior segments come from portals and review sites, followed by forums and blogs.

25


Site Analysis

Fenanr.com has the most mentions concerning behavior segments in Hawaii followed by cncn.com and Marriott.com.cn.

26


Mainland China – Agents & SuppliersSentiment

The sentiment is positive and stable throughout the whole month. The dips for Yododo, Lvping and eLong are not representative of a trend but rather of a low amount of data for those days.Comparative Buzz

This month, Lvmama has the most comments followed by Tuniu and eLong. Yododo is last in February.Share of Voice

Most mentions come from review sites, followed by portals and forums. There is no data coming from Wiki’s and very little data from social networks.

27


28


China Mainland - Observations

Hawaii is a positive brand in China during February. Positive sentiment addressed Haleakala National Park, the sky ladder and strong winds of Pali on Oahu and the exotic flower filled parks.Negative sentiment addressed the high cost of travelling to Hawaii and the complex process of getting a visa to the USA.

Behavior Segment:The most blogged about behavior segment was culture,Blogger xingfucun (幸福村人) received over 121,000 visits for her photograph-heavy blog on people watching in Hawaii:http://blog.sina.com.cn/s/blog_537ee5d4010128z9.htmlBlogger Gezi 鸽子 who has been visited over 6 million times for past blogs, talks about renting cars in Hawaii:http://blog.sina.com.cn/s/blog_45fc46720102dvow.htmlThere are over 2 million visitors to Youyou Sifang’s(悠游四方) blogs, this one is about beaches, scenery, people and designer shops:http://blog.sina.com.cn/s/blog_613d82690102dtl1.htmlAnd minichen received over 200 visits to her photographic blog on culture, wildlife, volcano crater helicopter rides, sunsets and fauna:http://blog.sina.com.cn/s/blog_642ae2c70100ys23.htmlA recent survey carried out by Ctrip found that Hawaii is one of the most praised destinations amongst Chinese travelers:

29

http://blog.sina.com.cn/s/blog_642ae2c70100ys23.html

http://blog.sina.com.cn/s/blog_613d82690102dtl1.html

http://blog.sina.com.cn/s/blog_45fc46720102dvow.html

http://blog.sina.com.cn/s/blog_537ee5d4010128z9.html


http://news.sohu.com/20120115/n332210523.shtml

Popular topics in online News:Nick Vujicic’s honeymoon in Hawaii was the topic of news sites:http://roll.sohu.com/20120220/n335209242.shtmlhttp://www.anhui.cc/news/20120227/331760.shtmlhttp://news.21cn.com/hot/int/2012/02/20/10857583.shtmlhttp://news.ifeng.com/society/4/detail_2012_02/20/12623553_0.shtml

As was Scarlett Johansson’s holiday in Hawaii:http://ent.ifeng.com/photo/hot/detail_2012_02/12/12453080_0.shtmlhttp://ent.cn.yahoo.com/ypen/20120216/867567.html

30

http://ent.cn.yahoo.com/ypen/20120216/867567.html

http://ent.ifeng.com/photo/hot/detail_2012_02/12/12453080_0.shtml

http://ent.ifeng.com/photo/hot/detail_2012_02/12/12453080_0.shtml

http://news.ifeng.com/society/4/detail_2012_02/20/12623553_0.shtml

http://news.ifeng.com/society/4/detail_2012_02/20/12623553_0.shtml

http://news.21cn.com/hot/int/2012/02/20/10857583.shtml

http://www.anhui.cc/news/20120227/331760.shtml

http://roll.sohu.com/20120220/n335209242.shtml

http://news.sohu.com/20120115/n332210523.shtml


Taiwan

31


Taiwan – DestinationsSentiment


JanuaryThe sentiments about Hawaii made on the Taiwan social media are positive and stable throughout the month, with more positive peaks than last month.

32


Comparative SentimentPositive Ratio

Negative Ratio

33



Neutral sentiments are relatively high this month, making up about 40% of results.Negative sentiment however is minimal, and very positive sentiment is on the rise.Hawaii has an average positive sentiment ratio (52%) and is sixth behind Thailand, Saipan, Hong Kong, Guam and China. Hawaii has also the seventh lowest negative sentiment ratio (8%) but still more than Europe, Guam and Japan.

34


Positive Sentiment Examples

15/2

Large numbers of people in Hawaii gives the impression of sunshine, beaches, bikinis, and a good choice for honeymoon. The most famous scenic resorts such as Honolulu, Pearl Harbor, and Waikiki beach are on Oahu Island. However, Shannon is tired of the crowds so we decided to spend the ten-day holiday on the big island.http://www.wretch.cc/blog/Mickyli/21145876

35

http://www.wretch.cc/blog/Mickyli/21145876


26/2The sea, the beach and the sunlight are the most enjoyable aspects of Hawaii. What a wonderful day it is today!

http://chinii.pixnet.net/blog/post/27556430-%3C%E5%9B%8D%3E2010-%E6%88%91%E5%80%91%E7%B5%90%E5%A9%9A%E4%BA%86%E4%B9%8B%E8%9C%9C%E6%9C%88%E6%97%85%E8%A1%8C%28%E4%BE%86%E5%8E%BB%E5%A4%8F%E5%A8%81%E5%A4%B7%2B%E6%9D%B1

13/2

The beautiful scenery of Hawaii can be captured from any angle at any time.http://niu13.pixnet.net/blog/post/36295576-%5B%E6%97%85%E9%81%8A%5D-%E2%99%A5-%E5%A4%8F

36

http://niu13.pixnet.net/blog/post/36295576-%5B%E6%97%85%E9%81%8A%5D-%E2%99%A5-%E5%A4%8F%E5%A8%81%E5%A4%B7-%E2%99%A5-%E6%AD%90%E8%83%A1%E5%B3%B6-oahu-island-%EF%BC%8D%E3%80%8E%E6%97%A9


http://chinii.pixnet.net/blog/post/27556430-%3C%E5%9B%8D%3E2010-%E6%88%91%E5%80%91%E7%B5%90%E5%A9%9A%E4%BA%86%E4%B9%8B%E8%9C%9C%E6%9C%88%E6%97%85%E8%A1%8C(%E4%BE%86%E5%8E%BB%E5%A4%8F%E5%A8%81%E5%A4%B7%2B%E6%9D%B1




%E5%A8%81%E5%A4%B7-%E2%99%A5-%E6%AD%90%E8%83%A1%E5%B3%B6-oahu-island-%EF%BC%8D%E3%80%8E%E6%97%A9

37




8/2

Oahu Island in Hawaii attracts the most Japanese tourists. It’s also great for shopping.If you visit Hawaii for the first time, you’d better go shopping in Ala Maona, which is the second biggest outdoor shopping mall.http://hakunamatata123.pixnet.net/blog/post/42148031-%E3%80%902012%E9%A3%9B%E5%8E%BB%E6%97%85%E8%A1%8C%E3%80%91%E5%A4%AA%E5%A5%BD%E8%B2%B7%E3%80%82%E5%A4%8F%E5%A8%81%E5%A4%B7%E5%A4%B1%E5%BF%83%E7%98%8B%E6%88%B0%E5%88%A9

18/2

The Hawaiian Islands in the Pacific have abundant rainfall. As it often showers we frequently see the rainbows, this is why Hawaii is called the "Rainbow state”

38

http://hakunamatata123.pixnet.net/blog/post/42148031-%E3%80%902012%E9%A3%9B%E5%8E%BB%E6%97%85%E8%A1%8C%E3%80%91%E5%A4%AA%E5%A5%BD%E8%B2%B7%E3%80%82%E5%A4%8F%E5%A8%81%E5%A4%B7%E5%A4%B1%E5%BF%83%E7%98%8B%E6%88%B0%E5%88%A9




http://clarenc21.pixnet.net/blog/post/16340125-%E3%80%8C%E5%8F%AF%E6%84%9B%E5%B3%B6%E3%80%8D%E5%A5%87%E6%99%AF-%E6%9C%88%E4%BA%AE%E9%AB%98%E6%8E%9B%E6%9C%89%E5%BD%A9%E8%99%B926/2

Wish everybody lucky! Last week I visited the downtown and suburban Hawaii, so I’d like to share some of the scenery with you.

http://tw.myblog.yahoo.com/jw!FAn3SFOBGRlRxkaXIdwS/article?mid=9842

39



http://clarenc21.pixnet.net/blog/post/16340125-%E3%80%8C%E5%8F%AF%E6%84%9B%E5%B3%B6%E3%80%8D%E5%A5%87%E6%99%AF-%E6%9C%88%E4%BA%AE%E9%AB%98%E6%8E%9B%E6%9C%89%E5%BD%A9%E8%99%B9





24/2

The Puna area of Hawaii Island was rocked by a mysterious explosion.

http://tw.myblog.yahoo.com/transfinite-universe/article?mid=6926

40





The peak on 3rd February was due to various different mentions, although there were numerous articles about military news of the arrival in Hawaii (and Guam) of military units:http://hojames.posterous.com/97811363http://big5.china.com/gate/big5/cbdh.blog.china.com/201202/9321091.htmlhttp://big5.china.com/gate/big5/bbs123.blog.china.com/201202/9323878.html

Other peaks were the result of above average numbers of blogs written on that day.

Comparative Buzz

Thailand has the most mentions this month followed by Hong Kong and Guam. Saipan has the least. Hawaii is eighth.

41


Geo Segmentation

Top Countries

Mentions about Hawaii mostly come from Taiwan followed by China and the US.

42



The mentions are essentially coming from portals and blogs. There are also a few mentions coming from forums, review sites and social networks.

Site Analysis

Most mentions come from news.sina.com.tw followed by big5.xinhuanet.com and big.ifeng.com.

Authors

Authors’ comments this month were more neutral than positive or negative.

43


Taiwan – Behavior SegmentSentiment

Although all behavior segments were addressed in mentions, as outlined in the conclusion, cuisine and romance were the most relevant to Hawaii and Taiwan.

Comparative Buzz

All behavior segments mentions were approx. the same numbers.Share of Voice

44


Most comments come from blogs and forums. Wikis, portals and video/photo sharing websites also had a few mentions.Site Analysis

Most comments come from 1stwise.com followed by myip.cn.

45


Taiwan – Agents & SuppliersSentiment

Mentions for the tour operators were equally varied

Comparative Buzz

Lion Travel has the most mentions, followed by EZ Travel.Share of Voice

Except for a very small amount of comments that are coming from blogs, all the mentions are coming from portal sites, this month.

46


Taiwan - ObservationsHawaii is a positive brand in Taiwan in February.Romance was prominent in February’s blog from Taiwan. Micky Li wrote a blog about her romantic trip to the big island of Hawaii. She has written a series of articles to record the romantic travelling. This blog was read 110 times. Her blog was read 156,545 times in total.http://www.wretch.cc/blog/Mickyli/21145876Anna’s blog about her honeymoon to Hawaii was read 15 times and her site visited 31,702 times in total.http://chinii.pixnet.net/blog/post/27556430-%3C%E5%9B%8D%3E2010-%E6%88%91%E5%80%91%E7%B5%90%E5%A9%9A%E4%BA%86%E4%B9%8B%E8%9C%9C%E6%9C%88%E6%97%85%E8%A1%8C%28%E4%BE%86%E5%8E%BB%E5%A4%8F%E5%A8%81%E5%A4%B7%2B%E6%9D%B1

Sylvia’s blog about the goods she bought in Hawaii was read 302 times and her blogs read 58,586 times in total.http://hakunamatata123.pixnet.net/blog/post/42148031-%E3%80%902012%E9%A3%9B%E5%8E%BB%E6%97%85%E8%A1%8C%E3%80%91%E5%A4%AA%E5%A5%BD%E8%B2%B7%E3%80%82%E5%A4%8F%E5%A8%81%E5%A4%B7%E5%A4%B1%E5%BF%83%E7%98%8B%E6%88%B0%E5%88%A9

Popular news about Hawaii in Taiwan included: A message in a bottle from Hawaii drifted for six years and

finally arrived at Orchid Island of Taiwan.http://dailynews.sina.com/bg/tw/twpolitics/chinanews/20120226/23463182488.htmhttp://news.chinatimes.com/domestic/130506/132012022600857.htmlhttp://www.ettoday.net/news/20120227/27787.htm

47

http://dailynews.sina.com/bg/tw/twpolitics/chinanews/20120226/23463182488.htmhttp://news.chinatimes.com/domestic/130506/132012022600857.html









http://www.wretch.cc/blog/Mickyli/21145876


Hawaii Association of Singing and Dancing celebrates the Chinese New Year with ballroom dancing.

http://dailynews.sina.com/bg/news/usa/uslocal/singtao/20120205/09273118800.html http://www.ntdtv.com/xtr/gb/2012/02/12/atext658270.html.-%E5%A4%8F%E5%A8%81%E5%A4%B7%E5%8D%8E%E4%BA%BA%E8%81%94%E8%B0%8A%E4%BC%9A%E8%BD%BD%E6%AD%8C%E8%BD%BD%E8%88%9E%E5%BA%86%E9%BE%99%E5%B9%B4.html

48

http://www.ntdtv.com/xtr/gb/2012/02/12/atext658270.html.-%E5%A4%8F%E5%A8%81%E5%A4%B7%E5%8D%8E%E4%BA%BA%E8%81%94%E8%B0%8A%E4%BC%9A%E8%BD%BD%E6%AD%8C%E8%BD%BD%E8%88%9E%E5%BA%86%E9%BE%99%E5%B9%B4.html




Korea

49


Korea – DestinationsSentiment


JanuaryThe sentiments about Hawaii made on Korean online media are positive and stable throughout the month.

50


Positive Ratio

Negative Ratio

51



Hawaii has the second highest positive sentiment ratio (57%) behind Europe. Its negative sentiment ratio, however, is sixth this month, on a level with Australia’s (that is fifth) with 16,5%.The ratio graphs measure relative proportions to base volumes of content that differ for each destination.The brand and image sentiment for Hawaii shows very negative sentiments are minimal, but the neutral and negative sentiments are noticeable. There are a lot of somewhat positive mentions and a relatively high amount of very positive mentions.

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10/2

Hawaiians say “Aloha” instead of Hello and “Mahalo” instead of thank you. The most impressive part of Hawaiians is their friendly greetings like the pure sky, sea and shining sun. The friendly greetings from Hawaiians made us feel lively and brought and created a great impression of Hawaii. The weather is warm and the nature scene made the view so wonderful, affecting the characteristics of Hawaiians. http://thanksgod31.blog.me/80152652622

23/2

I Have Arrived in Oahu and checked-in really excited. Oahu Island has a different feeling with Maui Island. Especially Waikiki, the beach looks like a combination of city and sea. It is really like a dream world. Can’t put this view into words. http://blog.naver.com/xxlovesun?Redirect=Log&logNo=40152777925

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http://blog.naver.com/xxlovesun?Redirect=Log&logNo=40152777925

http://blog.naver.com/xxlovesun?Redirect=Log&logNo=40152777925

http://thanksgod31.blog.me/80152652622


Next station is Kahala, a premium residential area. It is the richest area in Hawaii, owned by the rich with villas. It is famous for the beautiful villas, especially popular among Hollywood stars and European rich men.It is located near the sea and all the villas like a painting have wonderful views.It’s impossible for me to have this kind of villa, but it’s still my dream.http://blog.naver.com/xxlovesun?Redirect=Log&logNo=40152803118

This is the first place I went to Zippy’s.The environment makes people feel relaxed and the taste was really good.

http://jhy0926.blog.me/40152779174

5/2

Travelling to Hawaii is really complicated when we planned it.Like Maui Island, Oahu Island, etc. There are too many famous places that if I wanted to travel to, would take a lot of time.

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But, during Hawaii travelling, I would like to recommend Kualoa Ranch as one of your destinations because you can feel the original nature of Hawaii.http://blog.hanatour.com/140151255626

22/2

Deciding the honeymoon destination in Hawaii is hard. The memories in Hawaii on my honeymoon were unforgettable.If you are preparing a honeymoon to Hawaii, you will never regret it.http://blog.naver.com/yuree1020?Redirect=Log&logNo=130132062069

Sweet and slightly bitter taste of toast. You can enjoy the delicious toast with the syrup so that it has wonderful taste.WOW! Omelette! It is like Hawaiian’s most famous food. The taste is really, really wonderful.

http://www.cyworld.com/hee01312/6206422

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http://www.cyworld.com/hee01312/6206422

http://blog.hanatour.com/140151255626



The last station to say goodbye to Maui Island was Mama’s Fish House. I stop off here whenever I visit before going to the airport. Whenever I come, the taste and view leave me 200% satisfied although the speed of service is really slow.http://blog.naver.com/alohayang?Redirect=Log&logNo=80152857466

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Mentions of Hawaii in Korea are steady, with blogs, travel reviews and news found throughout February.

Comparative Buzz

Saipan Travel has the highest amount of buzz this month, followed by Hawaii travel as a close second. The destination with the lowest amount of buzz is Europe.

Geo Segmentation

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Top Countries

Korea contains the most mentions about Hawaii as expected, with the Korean speakers in US as a distant second.

58



Most mentions are coming from blogs, followed by review sites and forums.

Site Analysis

Popular blogging site blog.naver contains the most mentions concerning Hawaii, followed, as usual, by the blog.daum.

Authors

Kimchi39 is the blogger with the most mentions of Hawaii this month, e.g.:

http://www.kimchi39.com/tag/%EB%A7%88%EC%9A%B0%EC %9D%B4%EC%9D%BC%EC%A0%95

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http://www.kimchi39.com/tag/%EB%A7%88%EC%9A%B0%EC%9D%B4%EC%9D%BC%EC%A0%95

http://www.kimchi39.com/tag/%EB%A7%88%EC%9A%B0%EC%9D%B4%EC%9D%BC%EC%A0%95


http://www.kimchi39.com/tag/%EB%A7%88%EC%9A%B0%EC%9D%B4%EC%97%AC%ED%96%89%EC%9D%BC%EC%A0%95

Korea – Behaviour SegmentSentiment

Romance and Adventure was the behaviour segment mentioned the most in blogs about Hawaii. Other behavior segment mentions were less relevant and more neutral.Comparative Buzz

Adventure was mainly mentioned in February, followed by romance and cuisine.

Share of Voice

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Most comments come from blogs and forums as a distant second.Site Analysis

Top sites this month are:pann.news.nate.comblog.daum blog.naver

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Korea – Agents & SuppliersSentiment

A travel deal involving Hawaii Airlines, Hilton Worldwide with Redcap tour, Lotte Tour, Mode Tour and Hana Tour is the reason for the online activity shown above. (see Korea Observations)Comparative Buzz

Sejoong tour has the highest volume of buzz this month followed by Mode tour and Hana tour. BT&I tour has the lowest volume of buzz in February.Share of Voice

The highest number of mentions comes from blogs followed by forums as a distant second. There are also some mentions coming from video/photo sharing websites and review sites.

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63


Korea – Observations

Korea is a positive brand in Hawaii in February.

According to Mode Tour travelers to Hawaii from Korea increased during the February “Winter hot season” from 2010http://www.edaily.co.kr/news/NewsRead.edy?SCD=DH26&newsid=01928646599435440&DCD=A00702&OutLnkChk=Y

Hawaiian Airline announced that they will provide a free Hawaii tour promotion event to customers who use the Hawaii travel package product.This promotion will last until 1st June, and includes Redcap tour, Lotte tour, Mode tour and Hana tour packages as well as Hawaiian Airline and Hilton Worldwide series hotels:.http://www.asiatoday.co.kr/news/view.asp?seq=596291

Popular news on Hawaii from Korea included: The professional soccer Busan Lpark won a championship

cup in Hawaii between 4 countries invited for the competition. Busan won against Yokohama of Japan with 3-0 score in Honolulu:http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=107&oid=003&aid=0004361207

Korea and USA will hold DTSCM conference (Defence Technology Security Consultative Meeting) in Hawaii from 9th to 11th February :

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http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=107&oid=003&aid=0004361207



http://www.asiatoday.co.kr/news/view.asp?seq=596291

http://www.edaily.co.kr/news/NewsRead.edy?SCD=DH26&newsid=01928646599435440&DCD=A00702&OutLnkChk=Y





SM Entertainment will buy the “Happy Hawaii” tour company and change its name to “SM Town Travel” to start a travel and tour business:.http://sports.donga.com/3/all/20120227/44363209/2

The 18th Honolulu Festival will be held from 2nd - 4th March in Oahu Island of Hawaii. This festival is especially for better communication of cultural and economy between Asia-Pacific residents and Hawaiians. The festival will include live concerts and events:http://news.mk.co.kr/newsRead.php?year=2012&no=129757

Asiana Airline is paying more attention to American travel. The airline will add more flights from Korea to America this year. Asiana Airline will fly between Incheon and Chicago 7 times a week and everyday to Hawaii:http://www.asiae.co.kr/news/view.htm?idxno=2012022810515435735

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http://www.asiae.co.kr/news/view.htm?idxno=2012022810515435735

http://www.asiae.co.kr/news/view.htm?idxno=2012022810515435735

http://news.mk.co.kr/newsRead.php?year=2012&no=129757

http://news.mk.co.kr/newsRead.php?year=2012&no=129757

http://sports.donga.com/3/all/20120227/44363209/2





Japan

66


Japan – DestinationsSentiment


JanuaryThe sentiments about Hawaii made on the Japanese social media are positive and stable throughout the month with one dip to neutral.

67


Comparative sentimentPositive Ratio

Negative Ratio

68



The graphs above measure relative proportions to base volumes of content that differ for each destination..Hawaii has the second highest positive sentiment ratio (73%) behind Guam. Its negative sentiment, however, is sixth with 8% close behind Australia and Japan (respectively 8,5% and 8,7%).Brand and Image Sentiment for Hawaii reveal that majority of sentiment is positive.

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13/2今回のハワイ旅行では私のメインイベント、子宝のパワースポット「クカニロコ」へ行ってきました

すごーく、すごーく良かったです

本当、ここだけ違う空気感があり、すごーく鈍感な私でも、神聖な「気」をビシビシと感じました

夫も、ここに来れてよかった　と何回も言ってたし（彼的には純粋に観光地としてよかったんだと思いますが）

すごく素敵な場所でした

We went to “kukaniloko birth stone” which was our main event for this trip to Hawaii.It was so good.I really felt the energy there, even though I know I don’t have a sixth sense, I felt the energy.My husband told me countless times that he was so glad to be there.

(I guess what he meant was it was a good tourist destination to go.)It was a wonderful trip.http://ameblo.jp/ganbaruyouyou/entry-11163517399.html

24/2何処を写真に撮っても、絵になる場所、それがハワイ島。。。

今回は、海（PUAKO　BEACH）と山（MAUNAKEA）にて写真撮影しました。。。

と、言っても、バランスが良かった

Everywhere in Hawaii is just perfect for taking pictures.

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http://ameblo.jp/ganbaruyouyou/entry-11163517399.html


This time, I took pictures at the beach (PUAKO BEACH) and in the mountains (MAUNAKEA).The balance of both was just perfect.http://blog.livedoor.jp/enjoy_bigisland/

29/Febマウナケア山頂にはもう何十回も登ったのに

一回一回が

全く違った姿を見せてくれる

好きだ

I have been to Mauna Kea so many times.

But each time was so different

I love it.

http://www.hula-hawaii.net/articles/%e3%83%8f%e3%83%af%e3%82%a4%e9%80%9a%e4%bf%a1/21203.html#more-21203

23/2大好きな海の見えるラウンジでハッピーアワー

最高ですこれぞハワイの楽しみ方

It was happy hour at the lounge, drinking champagne and looking over at the beach from there.It was amazing, that was the real way to enjoy Hawaii.http://ameblo.jp/sakikohawaiilife/archive1-201202.html

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http://ameblo.jp/sakikohawaiilife/archive1-201202.html

http://www.hula-hawaii.net/articles/%E3%83%8F%E3%83%AF%E3%82%A4%E9%80%9A%E4%BF%A1/21203.html#more-21203


http://blog.livedoor.jp/enjoy_bigisland/


Negative Sentiment Examples8/2ハワイのホテルって喫煙出来るの？

喫煙者の方は問題ないと思いますが、タバコが苦手な方は禁煙部屋を選ぶことをオススメします。私達が泊まったホテルは喫煙 OK の部屋でしたのでタバコの嫌なニオイが部屋中に漂っていて、香水を急きょ買って部屋にまいたりしました。

Is it allowed to smoke inside hotels in Hawaii?

Of course it’s no problem for smokers, but if you don’t smoke or don’t like the smell of cigarettes, I recommend choosing a non smoking room. The hotel we stayed in didn’t have any non smoking rooms; as a result it smelt of cigarette smoke everywhere, so we bought a bottle of perfume to combat the smell.

http://www.hawaiihotelosusume.com/?p=50

18/2

ハワイ大好きです。ワイキキＤＦＳにあったスタバが閉店してしまうそうです。ＤＦＳ内の何階かでやるのかはわかりませんが、あの場所にあるスタバの雰囲気が好きだったんですけどねー。居心地の良い大好きなお店だったのですごく残念です。

I love Hawaii.I heard the Starbucks at Waikiki DFS was closing down. I forgot which floor it was on, but I really loved the atmosphere there… It was such a relaxing place there, but now I’m so disappointed it’s gone.

http://komachi.yomiuri.co.jp/t/2012/0218/484513.htm?g=01

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http://komachi.yomiuri.co.jp/t/2012/0218/484513.htm?g=01

http://www.hawaiihotelosusume.com/?p=50


　

25/2ハワイ島南部の幹線道路で２３日、観光に来ていた日本人７人が乗ったバンが道路から右側へそれて横転し、６カ月の男児スズキ・ユウタちゃん死亡、大人６人がけがをした。

　父親や母親（２８）ら大人は全員シートベルトを着用していたが、ユウタちゃんはチャイルドシートを使っていなかった。

On the 23rd, a bus which had 7 Japanese tourists on board veered off the road, resulting in a 6 month old baby-Yuuta Suzuki- dying, and 6 adults seriously injured.

The parents (aged 28) and other adults were wearing seatbelts, but the baby-Yuuta- wasn’t sitting in the child seat.

http://www.sponichi.co.jp/society/news/2012/02/25/kiji/K20120225002704160.html

26/2

運転を楽しむために来たのか？それとも観光する為に来たのか？＊悲しいニュースだが日本人観光客のレンタカー事故が後を絶たない

１０日ほど前にはホノルルで結婚式が終わったばかりの新婚カップルがバイクでヘルメットもかぶらずにガードレールに突っ込んだ

73

http://www.sponichi.co.jp/society/news/2012/02/25/kiji/K20120225002704160.html


新婦は即死新郎は重体だが、、、、ご家族の心境には複雑な、、、、、、

Do tourists come here to enjoy the driving experience?OrDo they come for sightseeing?It’s such sad news,But there are so many Japanese tourists there getting into car accidents.10 days ago in Honolulu,A newlywed couple was riding on a motorbike without wearing crash helmets, and they rode straight into a road barrier.The bride was instantly killed.The groom was left seriously injured…I can’t imagine how their parents must feel…http://www.hula-hawaii.net/articles/%e3%83%8f%e3%83%af%e3%82%a4%e9%80%9a%e4%bf%a1/18974.html#more-18974


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Mentions of Hawaii in Japanese online activity reached 32,814 in February, up from 20,028 in January.

Comparative Buzz

The destination that has the most mentions in February is Hong Kong followed by Korea and Japan. Hawaii is last this month and has the lowest volume of buzz.

Geo Segmentation

Top Countries

We can see that Japan has the most mentions with the US as a (very) distant second.

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76



Most mentions are issued from blogs followed by forums second. Review sites also have a notable amount of mentions this month.

Site Analysis

ab-road.net is the website hosting most comments related to Hawaii this month followed by amebio.jp and 4travel.jp.

Authors

Japanese author きのこ was mostly neutral advertising on 4trvael.jp this month and so we have disregarded these comments.

77


Japan – Behaviour SegmentSentiment

Golf had the most varied mentions this month, frequently jumping to positive.Comparative Buzz

Golf has the highest volume of buzz in February followed by cuisine seekers.Share of Voice

Here again, most comments come from blogs followed by forums. A few mentions come from wikis, portals and video & photo sharing website, as well as review sites.

78


Site Analysis

1stwise.com was the most popular website this month to talk about Hawaii. Myip.cn is the distant second although this site was mostly neutral.

79


Japan – Agents & SuppliersSentiment

HIS has the most varied sentiment as well as KNT.Comparative Buzz

KNT has the highest amount of mentions this month followed by HIS and JTB. Nippon travel is last.Share of Voice

The highest amount of mentions is coming from portal sites followed by forums and wikis as a close third. Blogs come fourth and video/photo sharing websites fifth.

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Japan - Observations

Hawaii is a positive brand this month despite a couple of tragic road accidents involving Japanese travelers.

Positive sentiment addressed:Drinking champagne on the beach in Mauna Kea and the Kukaniloko Birthstone.

Negative sentiment addressed:The Starbucks at Waikiki DFS was closing down. On the 23rd, a bus carrying 7 Japanese tourists veered off the road, resulting in the death of a 6 month old baby-Yuuta Suzuki and 6 adults seriously injured.The parents (aged 28) and other adults were wearing seatbelts, but the baby-Yuuta- wasn’t sitting in the child seat.A newlywed couple riding on a motorbike without crash helmets rode into a road barrier. The bride was instantly killed and the groom was left seriously injured.

Popular News from Japan on Hawaii, mostly from dedicated Hawaii news site Aolha.street:

The Honolulu Marathon generated more than $100 million http://www.aloha-street.com/news/2012/02/post-2685.html

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http://www.aloha-street.com/news/2012/02/post-2685.html


Power restored at HNL inter-island terminal after 75 flights delayed http://www.aloha-street.com/news/2012/02/75-1.html

A 4.3-magnitude quake strikes Big Island on 24th February:http://www.aloha-street.com/news/2012/02/43-1.html

Jack Johnson prepares for island wide tour:http://www.aloha-street.com/news/2012/02/post-2715.html

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http://www.aloha-street.com/news/2012/02/post-2715.html

http://www.aloha-street.com/news/2012/02/43-1.html

http://www.aloha-street.com/news/2012/02/75-1.html

Documents

HTA Social Intelligence Report - Home - Hawaii Tourism Web viewPurpose This report explores the opportunity social media presents to corporations and other entities to discover and