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Essay / Research Paper Abstract
This 5 page report discusses a variety of communication, marketing, and economic issues associated with Japanese tourism in Hawaii. Specialized channels of communication, as well as mainstream media in Japan, have created an image of the Hawaiian Islands that has little to do with unique cultural aspects or even the natural beauty of Hawaii and much more to do with shopping and the opportunity for the party of a lifetime. The message has had to be radically altered to address value and cost benefits of vacation in Hawaii. Bibliography lists 7 sources.
Page Count:
5 pages (~225 words per page)
File: D0_BWjpTour.rtf
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Unformatted sample text from the term paper:
importance and the impact of the media in the daily life of people living in the most developed nations and Japan is certainly no exception. Specialized channels of communication,
as well as mainstream media in Japan, have created an image of the Hawaiian Islands that has little to do with unique cultural aspects or even the natural beauty of
Hawaii and much more to do with shopping and the opportunity for the party of a lifetime. As long time public relations and communications experts Scott Cutlip and
Allen Center (1985) have argued for years, "the mass media reach into nearly every home and every workplace in the land, showering citizens with far more messages than they
can possibly absorb" (pp.357). They also comment that: "In a complex, institutionalized society, one thing is certain - the mass media vicariously provide access to the world. Local,
national, and global reality are what is indirectly perceived through the media" (pp.359). In Japan, that fact is particularly relevant according to Gibson (1998) since Japanese public relations and promotional
practices, are almost entirely dominated by media relations. In Japan, with its numerous media outlets and sources, the population truly is what it reads. Bates (1994) has noted that
with 125 morning daily newspapers and 2300 magazines, the print media are much more influential than the broadcast media in Japan, particularly with the business community and the promotion of
leisure activities. Bartlett (1995) has noted with the flattening and even decrease in tourism in Hawaii in the past three to five years, Hawaiis wholesalers and hotels were enthusiastically introducing
discounted deals and specials, hoping to boost business. Because of the broad range of consumer publications in Japan, print advertising is by far the most cost effective and wide-range
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