Hawaiians aim for more authentic image


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HONOLULU

Coconut bras aren't Hawaiian. Neither are grass skirts. Tiki bars? They're from California. Yet they're all among the most recognizable symbols of a Hawaiian vacation.

Now, many resorts in Hawaii are hoping to change those images, edging away from these kitschy marketing inventions and toward real-life Hawaiian traditions that can make the trip to the islands more special for travelers.

Driving the movement, in part, is economics. Tourism leaders know Hawaii needs to highlight what makes the islands unique to compete with other sun-and-surf destinations like Florida, Mexico and Thailand.

But the turn is also the latest sign of a Native Hawaiian renaissance with more locals studying Hawaiian language, reviving traditional styles of hula and learning ancient skills like using stars to navigate the ocean.

"It's about having that sense of place -- understanding who went before us, understanding that Waikiki is a place where we are so deep seated in our culture. And now, there's this resurgence to share it with our guests," said Kehaulani Kam, cultural services director at Starwood Hotels and Resorts Waikiki.

The trend may help improve the dim view many Native Hawaiians have of tourism, the state's largest industry and biggest employer. A 2010 state survey found nearly 60 percent of residents don't believe it helps preserve their language and culture.

Travelers, who see vacation brochures with photos of grass skirts, coconut bras, Samoan fire-knife dancing and Tahitian hula dancers, naturally get the impression these are Hawaiian traditions. The prominence of many of the images can be traced to the arrival of tiki bars in Hawaii -- from California.

Trader Vics opened its first Honolulu storefront in 1941, and Don the Beachcomber followed after World War II.

Around that time, "nighttime shows here shifted from being just Hawaiian, which they had been previously, to Polynesian. That's when you get a knife dancer, torch guys, Tahitian hula," said DeSoto Brown, a historian at Bishop Museum.

The Hawaii Tourism Authority is distributing a new guide to advertisers, travel reporters and others involved in disseminating information about Hawaii that attempts to clarify what is and isn't Hawaiian.

The agency wants people to identify a fire knife dance as Samoan and Tahitian hula as Tahitian when they use photos of various performances. If people want to show Hawaiian hula, they should be sure that's what's depicted in the images.

Keli'ihoalani Wilson, the agency's cultural director, said the aim isn't to knock other Polynesian traditions, but to avoid confusion.

intelligencer


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