Introduction Nowadays, it is important to develop proper tourism planning to grant a significant value for its tourism product, hence

its competitiveness, and improve its local economy growth and tourism sustainability where there are continue changes of tourism industry demand, tourist behaviors and nature. (Cooper, 2002) Therefore, many competitive destination Tourism Policy and Planning have its goals and objectives related on promoting the competitiveness of tourism destination, improving the quality of life of all stakeholders involved in the tourism industry, promoting collaborative actions among all stakeholders, seeking the satisfaction of tourists and the welfare of local residents, enhancing quality of human resources, respecting the natural and cultural environments and promoting its conservation. These goals and objectives are generally reflects on Sustainability, where from tourism perspective, the sustainable development is defined according to Bramwell and Lane (1993) as a concept that implies long-term viability of good quality natural and human resources (Bramwell and Lane, 1993). Background In the American Bar Association Journal Rawland L.Young (1974) refers to the definition of Hawaii Island reached by Mark Twin that is the loveliest fleet of islands that lies anchored in any ocean. Due to the fact that Hawaii is plenty of flowers, tall mountains, waterfall, sand beach, lush green forest and a warm climate all year. It maybe called a tropical paradise. Hawaii or Aloha State is Hawaiian language. The word Aloha reveals hello, good bye or we should help each other. While the Aloha Spirit is warm, friendly and think about other people, not only ourselves (Ollhoff, 1959). Hawaii is the northern point of the huge triangle of Pacific Ocean islands known as Polynesia (Yamamoto, Tarbell, Napoleon, Rowland & MOhukania Gon III, 2005). The main islands of Hawaii in the southeastern part of the state are Hawaii, Maui, Molokai, Lanai, Oahu, Kauai, Nihau and Kahoolawe (Adams, 2003). Craats (2001), the editor of A kids guide to American states on Hawaii, The Aloha States describes the main islands as follows: the largest island named Hawaii or Big Island is covered in volcanic ash and lava beds. Maui or Valley Isle consists of two volcanic mountains which are separated by lush land. Thus this

land is suitable for growing and farming. Molokai has a variety of three regions. One part has mountains and high cliffs and another is dry land used for cattle ranching. The last region is covered with pine apple plantations. Oahu is kind of the gathering important places with Pearl Harbour in the southern coast and the state capital city. Kauai, Garden Isle is rich of lush greens, many waterfalls, steep canyons and cliffs. Nihau and Lanai are the private island and there are not many tourists visit. For the climate in the Aloha States, there are technically two seasons are summer and winter, less than nine degrees of temperature difference. The warmest months are in August and September; the coolest are in February and March (Mcmahon, 2003). In part of people and culture of Hawaii is a mix nationalities of Polynesian, Asian and Western people, has its own unique culture and lifestyle (Goldberg & Hart, 1998). Therefore a large portion of the population has mixed ancestry, making Hawaii is the racially integrated state.

With the mixture between culture and nature in Hawaii, travel and tourism industry has become the significant income of the state. The gross state product of the year 2011 is expected an overall 2.5 percent growth in US real GDP and the job growth approximately 1.2 percent in 2012 (State of Hawaii, 2010). This paper focuses on the role of Destination Management Organizations (DMO) marketing activities in Hawaii. Due to the fact that tourism industry in Hawaii mainly contributes to economical activity also related to sociological and cultural aspects. In addition the Hawaii Tourism Authority (2011) identified that the major islands for tourism are Oahu, Big Island, Kauai and Muai as the order. The main purpose of the trip is pleasure or vacation. The majority of international visitor is from Japan with 1,229,762 people in 2010. State of Hawaii. (2010). Outlook for the Economy. Retrieved http://hawaii.gov/dbedt/info/economic/data_reports/qser/outlook-economy January 6, 2011 from

The Hawaii Tourism Authority . (2011). 2010 Total Visitor Spending Reached $11.4 Billion, up 16.2 Percent from 2009. Retrieved January 6, 2011 from http://www.hawaiitourismauthority.org/documents_upload_path/tr_documents/December %202010%20Visitor%20Stats%20PR%20%28FINAL%29.pdf

Literature review Tourism Policy and Planning in Tourism destinations life cycle context Cooper (2002) says, By integrating the long-term perspective provided by the life cycle with the concept of strategic planning, it is possible to devise appropriate management strategies for destinations as they reach various stages of the life cycle. Analyzing the evolution of the Tourism Policy and Planning, it can be observed that there are different approaches and type of tourism policy, planning and strategies depends on

destinations life cycle stage to maximize tourism benefits and reach its competitiveness and sustainability. According to Martin and Uysal (1989), adopting Butlers life cycle theory, there are 4 stages of tourism destination which are: 1. Exploration stage; where the local community opinion with survey, deep market analysis, zoning laws, construction regulations, and environmental protection laws are crucially important (Martin and Uysal, 1989); 2. Growth Stage, where it needs training programs for hospitality industry, improvements to the infrastructure, zoning and construction laws and financing for local business developments (Martin and Uysal, 1989); 3. Mature stage, where the tourism does not longer grow and the policy has to be formulated to avoid its decline addressing to specific problems of tourism (Martin and Uysal, 1989). 4. Decline stage is the last stage of tourism life cycle where the policy should be formulated about the necessity of restoration or rejuvenation of tourism destination (Martin and Uysal, 1989). Strategic Planning characteristics and Sustainability In the same way, Coopers (2002) also discussed about the importance of life cycle approach for tourism planning but focusing on the Sustainability as a key element of holistic development (Bramwell and Lane, 1993). According to Coopers (2002) there are 3 characteristics of the strategic planning approach:

Holistic and integrated plan, where the process of formation of goals considers the interests and responsibilities of all the involved stakeholders as well as enhancing objectives of the destination. A plan focused on the deployment of resources (Brownlie, 1994; Weitz and Wensley, 1984) which is a formalized planning with priorities to adapt, monitor and response quickly to the changes. And, a long term perspective plan which some authors consider disputable for several reasons such as constant change of stakeholders and its value systems, dominance of seasonal small businesses in the tourism industry, different acceptability of plan in each stage of the destination life cycle and intangibility of its measurement including environmental and social impacts, where the present and future need are different (Haywood, 1990 and Pigram, 1992).

With the characteristics of strategic planning mentioned above and the effective management of life cycle of destination, Coopers (2002) recommends to combine it with destination

competitive position to create a holistic sustainable destination, especially using the concept of Destination visioning by Ritchie (1994) where provides more precise image of destinations ideal future, attracting and involving all the relevant stakeholders (Ritchie and Crouch, 2000). Sustainability approach Tourism Policy and Planning On the other hand, in term of three bottom line of sustainability, the rapid growth of tourism industry and globalization causes significant social and environmental impacts where it has seen a necessity to implement corrective actions for deficient plan of tourism (Inskeep, 1991). Therefore, as tourism is highly relied on natural environment and culture heritages, sustainable tourism development has been seen as a possible solution to restore and conserve these resources (Cooper, 1995; Murphy, 1994). Hence, according to Simpson (2001) there are two ways to approach sustainable tourism planning:

Multiple stakeholder participation Strategic and long-term orientation

According to Sautter and Leisen (1999) multiple stakeholder participation suggests that planners must proactively seek to include those stakeholders agreeing with the planners strategic orientation towards the tourism service. (Sautter and Leisen, 1999). Also it encourages promoting equitable distribution of tourisms benefits among all involved stakeholders. Those stakeholders could be government, tourists, competitors, employees, residents, local business, etc. Especially, local community is being one of the most important key stakeholders for tourism planning as Harril (2004) says Its composition of transportation, lodging, and entertainment exercises considerable influence on a communitys employment, land use, environment, and social structure. Therefore, Harril (2004) recommends that tourism plans have to include social, economic, and environmental protection strategies, understanding the value of tourism for the local community and enhancing quality of resident and tourists life. In term of environmental aspect, Getz (1983) and Inskeep (1987) mentioned that tourism policy and plan needs to include comprehensive analysis of the place such as carrying capacities for tourist destinations and their infrastructure, total resource analysis, environmental impact assessment and also continuous monitoring by evaluating its results. Furthermore, Getz (1986) mentioned that all tourism planning models have to adapt

constantly through increased evaluation of impacts and researches of tourism system, as well as shifting from a problem-solving type of planning to goal-setting and development plans with constant evaluation and reassessment of planning process, hence it will be more predictable about any possible external changes. Tourism Policy and Planning in Island and Coastal destinations According to Lim and Cooper (2009), island destination are characterized by its vulnerability, isolation and peripherality, hence its sustainability development are related with carrying capacity, community involvement, the local political environment and special interest activities. In addition, environmental issues such as climate changes which causes sea-level rise, inundation, erosion, hurricanes, etc, especially in tropical islands, is becoming a serious tourism concern (Nicholls 1998). As well as mass tourism that is another major problem for tourism policy planners (Ioannides and Holcomb, 2003). With those characteristic and tourism situation in island and coastal destinations mentioned above, some authors recommends several types of tourism policy and planning approach can be effective to achieve tourism sustainability. Therefore, Belle and Bramwell (2005) suggested a proactive approach tourism planning to adapt rapidly to any changes as well as to reduce negative effects of climate change, meanwhile McCool (1994, 1995) has suggested the limits of acceptable change planning framework that can assist in operational aspects of the sustainability. The LAC planning promotes a minimal change of resources by government and high degree of decision making by people who use these resources such as specialists, recreationists and communities. This planning involves on asking residents opinions about tourism development as a key resource to determine issues and condition of tourism (Ahn, Lee and Shafer, 2002) and inventory of existing conditions which involves evaluation and monitoring to make adjustments if there is any situational changes or failures of strategies (Ahn Lee, and Shafer, 2002). Review of the Hawaii Strategic Tourism Plan for the period 2005 2015 1. Vision According to Hawaii Tourism Strategic Plan 2005 2015, it says as its Vision: To move toward a sustainable and responsible tourism industry for the State, thoughtfully managing Hawaiis success (Hawaii Tourism Authoirty, 2010).

2. Strategic Plan Directions This strategic plan is divided by nine initiatives to identify main issues, to set its goals and it strategies: Access Goal: Maintain and improve transportation access, infrastructure and services Strategies:

Ensure adequate lift to Hawaii by developing a strong partnership between state and airlines, being proactive and updating airport master plans. Improve inter-island transportation services with better ferry and shuttle services. Improve airports and harbors supporting systems as well as roads, highways and ground transportation systems by updating the master plan and continues monitoring assessment.

Communications and Outreach Goal: Facilitate among all stakeholders, improve the lines of communication and enhances greater understanding of roles, values and concerns. Strategies:

Increase the awareness of stakeholders concerns about tourism by conducting and distributing surveys, outreach programs and forums. Increase stakeholders understanding about tourism issues, contributions and impacts by providing accurate information and conducting research programs to determine resident attitudes about tourism development.

Encourage all the stakeholders participation, collaboration, interaction and discussion by developing programs such as an annual tourism conference and tourism workshop.

Culture Goal: To honor and perpetuate the Hawaiian culture and community. Strategies:

Improve relationship between the Tourist industry and the Hawaiian community by increasing collaboration of Native Hawaiian organizations and including policies about Native Hawaiian cultural practices and protocols.

Create visitor experiences with activities and marketing programs that include Hawaiian language, history and culture.

Promote collaborative education and training about the Native Hawaiian culture, developing signage in two official languages (Hawaiian and English). Support Hawaiian cultural practitioners, craftsmen, musicians and other artists providing fair compensation for the use of intellectual property.

Marketing Goal: Develop marketing programs that contribute to sustainable economic growth. Strategies:

Increase business visitor expenditures by promoting the meetings market. Create Dual Branding as a business and leisure tourism destination. Continue implement critical assessment of competitive destinations. Develop a Hawaii tourism brand image as a one-of-a-kind destination. Promote vertical marketing focusing on marketing programs to satisfy specific consumer interest areas. Promote events such sports games and increase a media exposure.

Natural Resources Goal: To respect, enhance and perpetuate Hawaiis natural resources to ensure a high level of satisfaction for residents and visitors. Strategies:

Implement and improve facilities and other amenities for natural tourism sites, seeking for additional sources of public and private funding and creating incentives to private landowners to open their private resources for the public.

Promote responsible use of natural resources for all involved stakeholders encouraging environmental stewardship, educating all stakeholders about water and energy conservation, recycling and other prevention programs.

Control, evaluate and monitor the impact of cruise ships and ferries on marine resources. Constant review and monitor about rules and certification programs for business operations in natural resource sites.

Research and Planning Goal: Perform collaborative research and planning for use in the development of programs, policies and plans that will positively contribute to the States economy, benefit the community and sustain Hawaiis resources. Strategies:

 Analyze and monitor tourism trends, their impacts and benefits on the State and the local community to adapt effectively to those changes.

Improve tourism research and encourage participation of all stakeholders to develop adequate plan and policy to satisfy needs of each stakeholder.

Safety and Security Goal: Achieve a safe Hawaii visitor experience Strategies: Educate tourists, residents and tourism workers about the potential risks of health and safety. Support law enforcement about any criminal activities that affects on peoples safety.

Improve homeland security at airports, harbors and other tourist areas. Provide assistance to tourists for any emergency.

Product Development Goal: To provide a diverse and quality tourism product unique to Hawaii that enhances the Hawaii visitor experience and enriches residents' quality of life. Strategies: Promote new tourism product development strategy. Maintain and strengthen existing tourism product and activities. Promote rejuvenation strategy for existing physical elements of the tourism product.

Promote niche market strategy

Workforce Development Goal: To ensure a sufficient and highly-qualified workforce that is provided with meaningful careers and advancement opportunities. Strategies: Create an optimal quality of workforce to satisfy needs of tourism industry.

Promote well trained and educated tourism workforce developing new educational programs and training programs at all levels of workforce as well as development of certification, award or recognition programs.

Provide a sufficient employment and opportunities in tourism industry

3. Monitoring and Evaluation In this tourism strategic plan, it also included several monitoring and evaluation measurement to assess each strategy of those nine main strategic directions. Those measurement tools are:

Resident Sentiment Survey: It is collected and reported every two years.

Report on Tax Receipts: It is collected and reported every year. Visitor Expenditure Study: It is collected and reported every year. Visitor Satisfaction Survey: It is collected and reported every year.

Critical Analysis Assessment In overall, Hawaii Tourism Strategic Plan has formulated Sustainability approach planning framework, especially addressing on the importance of stakeholders relationship and Hawaii local community, culture and its natural resources. Although this plan is divided on nine strategic directions such as Accessibility, Communications and Outreach, Culture, Marketing, Natural Resources, Research and Planning, Safety and Security, Product Development, Workforce Development; overall goal setting and strategies of each directions considers primarily respecting and improving local community and its culture. The vision statement is reflecting about Hawaii tourism future; however it seems to be too general, although in the plan, it address to specific tourism issues, its goals and strategies. In term of destination life cycle, this plan included strategies of Mature Stage (Martin and Uysal, 1989), where it could be observed strategies to prevent the destination decline as well as it set tourism issues and actions to sustain its tourism. Moreover, it has Holistic and integrated plan characteristics (Cooper, 2002)

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